PR and Communications InitiativesBy: Priyanka Singh
Aksh Optifibre Ltd
To position icontrol IPTV services brand as Leader
Leverage on the partnership and brand image of MTNL and BSNL to promote icontrol IPTV services
Brand strategy to capture rural and urban audience Invited Telecom Secretary of India, and other senior officials BSNL
Chairman, to unveils the services
Exclusive One-on-One/ Telephonic interactions with publication from Mainlines/ Financials /Wires/ Vernaculars/ scheduled prior to issuing the press release
Invited leading Journalist for product demo, Organized One-on-One media interviews by company’s spokespersons, provide them with media kit and literature, Organized press conferences( Backdrop, Preparing media Invitation and Media Kit, Press notes)
Participation in Industry Trend based stories on Telecom scenario Assist in building critical relationships amongst central, state governments
and local bodies ,policy makers, regulators and trade bodies
Establish icontrol brand, connected rural and urban India with global content on icontrol IPTV services. Achieved 30,000 customer base in 6 months
Key highlights: Brand Launch
Objectives
Strategy
Approach
Key Success
IT and Telecom Secretary of India, Siddhartha Behura and BSNL Chairman, Kuldeep Goyal to unveil the services
PRESS NOTE IN
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PRESS NOTE IN
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Print and electronic media coverage for launch of IPTV services
Economic Times , 17 June 2008, Edition: Chennai
Navbharat Times, 17 June 2008 ,Edition: Delhi
Navbharta, 17 June 2008, Edition: Mumbai Hindmata, 17 June 2008, Edition: Mumbai Dophar Ka Samay,17 June 2008, Edition:
Mumbai Rashtriya Sahara , 17 June 2008 ,Edition:
Delhi The Hindu,17 June 2008 ,Edition: Delhi Rashtriya Sahara 17 June 2008 ,Edition:
Delhi DNA,17 June 2008, Edition: Mumbai Financial Express, 18 June 2008, Edition :
Mumbai Pudhari, 23 June2008,Edition:Pune
Economic Times.com, Business Standard.com,17
June2008. Edition: New Delhi The Hindu.com Agecnyfaqs.com Exchange4media, 23 June 2008 Mail Today , 23 June 2008 outlookmoney.com,17 June 2008 MyIris.com echtree.com RMweb.in NSEguide.com TelecomTiger.com 16June 2008 Money Control.com 17June 2008
Press Coverage's Coverage in wires
Strategic PR management through international marketing alliances
Issued the Press Release to local and international media“Aksh partners with Sony Pictures Television International for Hollywood content on icontrol (Aksh’s IPTV Service) “
Draft, localize and disseminate Press Release Prepare FAQs/ Briefing Document for AKSH and Sony Pictures
spokespersons Follow up with the media Initiating corporate/ trend/ feature stories
PR concern: Able to salvage the situation successfully despite the fact news was already uploaded on BSE website in September ’08 leading to disinterest of major publication to the press release
Develop Strategic Alliance
Objectives
Strategy
Approach
Key Success
Brand Coverage in International Seminar
Delivered speech on Aksh IPTV solution offering in FTTH Council APAC “Seminar on FTTH Evolution and Practices” in APAC 10th December 2008 New Delhi
Distributed AKSH green color docket folders to the participants
Participated in HT Leadership Summit 2008 for Brand Building
Interacting with Mrs.Cherie Blair Mr. Tony Blair
Other initiatives Corporate image building through:
Develop Mission, Vission, Values of the company,logo development,corporate audio- visuls, peparing corporate presentations.
Initiating Trend/Feature stories and Live demonstration sessions. Non-agenda relationship building meetings with senior telecom journalists & editors
Managing internal communication apertures like intranet, newsletters, internal magazine, conceptualizing and organizing different engagement programmes for employees, external vendors eg., various workshops, family day, open houses, painting competition for kids, blood donation camps, sports initiatives, cultural programs, continuous education programmes (For e.g. Sponsored “Freedom to Watch’ campaign in Times House on the14th August 2008 to spread awareness about icontrol within Bennett, Coleman & Co. Ltd. Employees)
PR support in trade shows and events and updating website data from time to time
Publishing of bi-monthly trade journal, Brochures, Annual Report and Catalogues were part of the assignment.
Bharti,AIRTEL
Key highlights: Brand Launch
Objectives
Strategy
Approach
Key Success
To establish touchtel, the first private fixed line telephone service brand in India
To get government endorsement at the launch stage invited key political heads of the state (CM and Governor) to launch the services and inaugurate the facility followed by a press conference
Ensure good coverage by local national and electronic media along with the photographs. Highlight key messages through media: MORE YOU TALK LESS YOU PAY, for the first time in the history of telecom.
Brand awareness and positioning. Increased visibility of Bharti’s top management. touchtel brand was warmly welcomed by the journalists, consumers, dealers, internal and external stakeholders, Managed to get about 1 lac customers post launch within the first year
Launch Event in Year 1998
Entire event was organized and managed by my team
Initiated various CSR activities image building in the society
Partnered with local NGO’s Digdharshika and Arushi to help/support blind and mentally retarded children.
Invited local and national print and electronic media and ensure proper coverage.
Released press notes for the events. Build relationship with local bodies and
government officials
Brand building exercise and gained TRUST of the local people
Corporate Social Responsibility Initiatives
Objectives
Strategy
Approach
Key Success
Other Initiates
Brand Image building : Use effective PR to increase customer base and create mass brand visibility through celebrity endorsement, cultural events/celebrity nights and other events: eg. Sharukh Khan and Juhi Chawla Concert, Fashion shows, Sports event, Marathons, Blood donation camps etc
Crisis Management – Media handling during extra ordinary situations.
Spyker Cars N. V.
Create brand awareness of Spyker cars in India/ International market through PR and Media relations
Highlight R&D center as hub for design Innovative for premium high end formula one racing cars
Customer profiling and liaison with print media/ journals specially targeted to HNI’s (High Networth Individuals)
Organized exclusive events for political heads/industrialist, celebrities etc Partnered with CII( Confederation Of Indian Industry) Invited local, national print and electronic media and ensure proper
coverage in Time of India, Hindustan times, ET , CII magazine, Auto etc and different news channels: Zee News, CNN, IBN etc.
Released press notes for the events and facilitated review and coverage in International auto magazines/ print media
Organized test drive for Renuka kirpalni, CNBC TV (auto journalist) to show the documentary on TV
Higher visibility and recall of Spyker Cars in India as well as global market Signed MOU with Manav Rachana Engineering College to start SPYKER
M.Tech Program Received aid from Dutch Government to established Spyker R&D center
in India Negotiated with Haryana government to established for formula one track
in Manesar
PR and Image Building in Niche Luxury segment
Objectives
Strategy
Approach
Key Success
Planned and organized Chief Minister of Haryana,Shri Bhupinder Singh Hooda and senior government officials ,CII members and eminent journalist visit to Spyker manufacturing plant at Zeeworlde,Netherlands. Organized Spyker car test ride for Shri Bhupinder Singh Hooda to caught media attention
Relationship Building
Initiated to bring formula one in India which paved the way for creation of formulation one track in Greater Noida, India.Spyker cars invited Formula One Group CEO Bernie Ecclestone to India
Shri, Jyotiraditya Scindia,Minister of State, MD Spyker cars, Priyanka Singh
I was part of the global PR team and supported PR activities for Sepang formal 1 racing in Malaysia 2007
Liaison with national and international media and ensure brand coverage in channels : BBC, CNN, IBN, CNBC18, Travel and Living, NDTV Good Times etc.
Also facilitate PR activities to related fund generation with investment banks ( eg. Organizing meeting ,preparing dockets, presentations press release post discussions/ negotiations etc)
Establish membership with CII, SIAM, ARAI, and ACMA and participate in special events, seminars conference
Content & design for brochures, marketing collaterals, internal, investors and customer newsletter, e-mail marketing, corporate presentation CDs, corporate and Product Videos, product catalogues, product literature & publicity material, exhibition, trade shows, road shows
Word of Mouth plays in important role in effective PR
Other Activities
Thank You