Spectrum Communication provides public relations services including crisis management, celebrity relations, technology PR, and more. It outlines its client Andimuthi Raja, former Telecom Minister during the 2G spectrum case, identifying issues with his public image and reputation following the case. The document then proposes a communication strategy and tools to improve Raja's public image including press conferences, social media engagement, corporate social responsibility activities, and releasing statements to the press and on television.

1. Spectrum Communication
Shreya Jain
Upasana Dhir
Sandeep Gupta
Sheeraj Sengupta
Group 1

2. Spectrum Communications at a
Glance
 Established in 1995, Spectrum Comm., is
recognized for its unique “agency-client connect” -
blend of unparalleled expertise & sheer innovation
 Secured 2nd place in the Platinum PR Awards 2010
 Practice based structure with focus on delivery
while providing enhanced value
 Expert practitioners with knowledge of various
domains

3. Services Offered
 Crisis Management
 Celebrity PR
 Technology PR
 Lifestyle PR
 Corporate Communication
 Political PR

4. Our Reach
HQ – New Delhi
Chennai Mumbai

5. Our Clients

7. Spotlight
 About our client
 Identification of problem
 Environment scan
 Gap Analysis
 Why PR – Objectives
 Communication Strategy
Implementing PR Models

8. Spotlight
TG
PR Tools
Timeline
Analyzing tools & TG
Crisis Management
Total Budget Allocation
Evaluation Programme

9. Our Client – Andimuthi Raja
 Born in May 1963
 Tamil Nadu; Dalit family
 Initially a lawyer
 Political Party: DMK
 Telecom Minister(2007)

10. Identification of the
Problem

11. 2G Scam
 2G licenses sold to pvt. players at throwaway
prices
 Loss of Rs. 1.76 lakh cr. to govt.
 Encompasses corporate lobbying; Radia tape
controversy

12. At Stake
 Politicians
 Bureaucrats
 Corporations
 Corporate Personalities
 Media Personnel

13. How Our Client is Involved
 Entry fee pegged at 2001 prices
 Rules & regulations flouted during allotment
process
 No procedure followed
 Favoritism towards certain corporates

14. Environment Scan
Strengths Weaknesses
SWOT
Threats Opportunities

15. Strengths
 Mobile no. portability
 Low tariff rates
 Strong backing from Karunanidhi
 Strong vote bank from Dalit community

16. Weaknesses
 Bad public image
 Hostile to media
 Poor crisis management
 Yet to come out in public

17. Opportunities
 Build brand image
 Exploit the ‘Raja-a-scapegoat’ theory

18. Threats
 Hyped controversy
 Considered as the only culprit in the eyes of
the public; others have got away

20. Current Image
 Already indicted as a
criminal
 To have caused huge
losses to the govt.

21. Desired Image
 Innocent follower of
rules
 Made the scapegoat
 Other big fishes in
the market

22. How to fix A. Raja’s image?

23. Importance of PR
 Improve A. Raja’s image
 Greater efficiency
 Impact
 Budget constraints

24. PR Objective
 Clear the air over scam
 Come clean
 Rebuild image of A. Raja

25. Communication Strategy
Attention
Interest
A.I.D.A.
Desire
Action

26. PR Models
 PR Delivery Model
“Let’s get in front of as many people as possible.”
 PR Positioning Model
“It’s what we say, to whom that’s important.”
 PR Strategic Model
“It’s what we decide to do – or not do – that’s
important. Implementation is secondary.”

27. Target Audience
Public Media DMK Social
• Eliminate Activists
• Clean inflated • Garner
image; controversy support • Shape +ve
image opinion
building • Encourage
to write +ve

28. PR Tools
Press Conference
Social Media Internal PR
Press Notes Indpdnc. Special
C.S.R
& Releases Day Event Debates

29. Timeline

30. Activity/ April May June July August September
Time
Period
Press Conf
Social Media
Internal PR
C.S.R.
Debates/
Telephonic
I’views
Indepndc
Day Event

32. Press Conferences
Chennai
• Bring out
the facts • Build +ve
image
Delhi &
Mumbai

33. Press Conference #1.a
 Press Conference on 11th April ‘11
 Venue: India Habitat Centre, N. Delhi
 Speakers: A.Raja
M.K. Kanimozhi(DMK)
 Objective: Awareness – state the facts, Q n’ A
session

34. Contents of the Press Kit
 Folder
 Diary
 Pen
 Press Release/Press Notes
 Fact Sheet
 Profile of the speakers
 Pictures of the speakers
 Brooches
 Profile of the PR Company

35. Cost Structure
Particulars Details/Qty Price(Rs) Total
Exp(Rs.)
Venue + India Habitat 640*100 + 85,760/-
Lunch Centre 34%tax
Press Kit 100 150 15,000/-
Decorations ______________ ____________ 15,000/-
Miscellaneous ______________ _____________ 19,240/-
Rs. 1,35,000

36. Press Conference #1.b
 Press Conf on 15th April ‘11
 Venue: Gordon House Hotel, Mumbai
 Speakers: A.Raja
M.K. Kanimozhi(DMK)
 Objective: Awareness – state the facts, Q n’ A
session

37. Cost Structure
Particulars Details/Qty Price(Rs) Total
Exp(Rs.)
Venue + Gordon House 900*100 + 1,20,600/-
Lunch Hotel 34%tax
Press Kit 100 150 15,000/-
Decorations ______________ ____________ 18,000/-
Miscellaneous ______________ _____________ 16,400/-
Rs. 1,70,000

38. Press Conference #2
 Press Conf. on 26th Sep. ’11
 Venue: Hotel Palm Grove, Chennai
 Speakers: A.Raja
M.K. Kanimozhi(DMK)
 Objective: Improve image; talk about work done,
achievements

39. Cost Structure
Particulars Details/Qty Price(Rs) Total
Exp(Rs.)
Venue + Hotel Palm 700*100 + 93,100/-
Lunch Grove 33%tax
Press Kit 100 150 15,000/-
Decorations ______________ ____________ 20,000/-
Miscellaneous ______________ _____________ 16,900/-
Rs. 1,45,000

40. Social Media
 S.N.S. – Facebook, Twitter
 Web portals
 Blogs
 Groups/Communities

41. Why Social Media
 Connect with other
people; interact
 Create content; build
communities
 Share and access
information; participate
 Engage in conversations
41

42. Details
 Hire Webchutney
 Rs 90,000 p.m.
 Total Exp. = 90000*6
= Rs 5,40,000

43. Internal PR
 In-house(DMK) “Confidence Building Meet”
on 10th May ‘11
 Venue: DMK Head Office, Chennai
 Glitzy affair with many photographers
 Press interaction

44. Why Internal PR
 Foster love among party workers for A. Raja
 Showcase the media that party is well behind
Raja & all is well
 Publicity for DMK as well

45. C.S.R. Activities
 Dalit upliftment – girl education
 Improve sanitation facilities
 Rural development – Nilgiris & adjoining
districts
 Food supplements to be distributed on b’day

46. Cost Structure
Total Outlay(Rs. 10 L)
Sanitation & Food
Education
Dev. Supplements
Rs. 5L
Rs. 3L Rs. 2L

47. Press Releases/Notes
 Involvement in 2G scam
 Contribution to telecom sector
 C.S.R. Activities
 Flag-hoisting on 15th Aug ‘11

48. Via News Channels
 Exclusive telephonic interviews of A. Raja with
political journalists
 Pitch for special shows inviting political
analysts(Mahesh Rangarajan, Cho.
Ramaswamy); plant own people in audience
 News Channels to be used: CNN-IBN, NDTV
24*7, Sun News, Star News

50. For the General Populace
 Social Networking Sites – Facebook, Twitter
 C.S.R. Activities
 News blogs