Presentation made by Amir Jahangir, Chief Strategy Officer, Mishal Pakistan for the Privatisation Commission of Pakistan in 2007

1. Communication
Public Relations Consultant
Privatisation Commission
Government of Pakistan
Mishal (Pvt.) Limited
September 2006
Islamabad

2. Communication
What to Achieve
Why Communicate –
Target Market
Whom & What to Communication Content
Communicate –
When to Communicate – Timelines
How to Communicate – Communication Tools
August 2005 Jahangir Amir, CPRC: PC 2

3. Why Communicate ?

4. Target groups and
attitudes
regulators &
framework, Society, Press & Media
relevant ministries
Employees and Investor relations
Potential Employees and financial markets

5. Taking control;
Going from existing to
desired position
P1 P2
Existing Desired
attitudes, attitudes,
mind-set mind-set
and and
perceptions perceptions
August 2005 Jahangir Amir, CPRC: PC 5

6. Privatisation Survey
2005 2006
Well aware of the 80% 75%
privatisation process
Understanding about 35% 33%
the issues
PC’s future plans 55% 28%
Is PC doing a good job? 72% 67%
Sample size = 1200 online subscribers of brightspyre.com
Education Level = bachelors +
Income group = Rs. 20,000 + /month
August 2005 Jahangir Amir, CPRC: PC 6

7. Privatisation Commission is…
P1: Perception
PC is viewed as:
Selling the household silver
One should know who is who at PC.
The Government is not using the privatisation proceed
properly.
They don’t know what’s going on in the country, PC has no
idea about the ground realities.
Top level leadership is not efficient enough and has no interest
in the interest of a common (wo)man
There is no future for PC in the next 3-4 years.
August 2005 Jahangir Amir, CPRC: PC 7

8. Privatisation Commission is…
P2: Desired position
PC aims to:
Create awareness on PC’s achievements.. Success Stories
Communicate the potential of various sectors in Pakistan w.r.t.
entities available for privatisation
Awareness on PC’s contributions in poverty alleviation through Good
Governance
Be the preferred Government institution for information on various
industries and sectors
Be a responsible and attractive citizen in the society at large (society
and regulators)
Be the most attractive employer in the industry for existing and future
employees
August 2005 Jahangir Amir, CPRC: PC 8

9. Whom & What to
Communicate ?

10. Key messages
A message which seeks to influence and
change peoples’ opinions/ mindsets----
consumer behaviour
A message must
Be in national and/or regional languages: Pakistan
Be in English or regional languages: International
Include a rational & an emotional argument (pak)
Support the core value of the transaction
Support the desired position
Be credible
Be based on the business logic
August 2005 Jahangir Amir, CPRC: PC 10

11. Key strategic communication
Society, regulators and framework
Create awareness on overall economy w.r.t. Sectors and industry
Benefits of Privatisation
Importance of Good Governance
Contribution of PC in Poverty Alleviation
Press and Media
Importance of the transaction
Impact and benefits
International best practices
The before and after performance
Employees and potential employees
Synergies across privatisation process
Cost structure in Pakistan
Invite case studies
Exclusive audience & presentations
Recognitation and appreciation
Investors Relations and Financial Markets
Synergies across privatisation process
Sharing of Information and Data
Share case studies
Increasing ambitions in emerging market w.r.t. Various sectors
Exclusive audience & presentations
August 2005 Jahangir Amir, CPRC: PC 11

12. Integrated communication
Important to secure:
Same message from all spokespeople in different channels
All spokespeople understand desired position
Consistency with core values
Persistent slogan
Discipline
In order to achieve:
A consistent impression in all target audiences
Repetitive memory patterns
August 2005 Jahangir Amir, CPRC: PC 12

13. Who should be involved?
CCOP
August 2005 Jahangir Amir, CPRC: PC 13

14. Communication Strategy Mechanism
CPRC Privatisation
Integrated Communication & PR Strategy Commission
STAKEHOLDERS
AUDIO PRINT ELECTRONIC SEMINARS FOCUS
MEDIA GROUPS
•Radio Pakistan AM
•Articles on issues concerning PC;
•FM Radio Channels
information, benefits and the strategy
•Weekly interactive
behind the initiative.
programs to address the •Due Date Build-up
•Expert opinion by leading
issues relevant to PC. •Issues Awareness
professionals
•Role and achievements of •Interactive Sessions
•The Honorable Minister’s chat
PC •Success Stories
session will be released to the
•Live call ins for Q&A with •Image Building
media as news item containing
officials •Localized Content
specific news etc.
•Thematic communication •Thematic Communication
•News and feature stories conveying
on the true spirit of the PC
a constructive image of PC’s
project’s initiative in the form
initiative
of discussion programs.
•Articles in leading newspapers and
magazines about the activities and
plans of PC.
Seminars across Pakistan.
Educational, promotional and
awareness seminars and
workshops
•Informal discussions between prominent stakeholders
press conference, informal
•Dinners/luncheons in major cities
get together, meetings and
•Informal discussions with media and other stakeholders.
seminars for media.
Invite eminent speakers
from financial institutions,
industry and academia.
electronic and media
coverage.
August 2005 Jahangir Amir, CPRC: PC 14

15. Channels and tools
Bought advertising
Profiling ads
Product ads
Sponsorships
Editorial coverage
Intranet news site and other internal channels
Employees (statements, utterings)
Result conferences/ presentations
Alliances and partners
Media platforms: encouraging media to develop
programs on the privatisation
process, benefits, contributions
and impact
August 2005 Jahangir Amir, CPRC: PC 15

16. Key spokesmen
Top Management
Media and press spokespersons
Employees
Board members and principals
Allied and partners
Consultants
Creative Agencies
Investment bankers
August 2005 Jahangir Amir, CPRC: PC 16

17. Control expectations
Society, regulators
Press & Media
and framework
Employees and Investor relations
Potential Employees and financial markets
August 2005 Jahangir Amir, CPRC: PC 17

18. When to Communicate?
August 2005 Jahangir Amir, CPRC: PC 18

19. August 2005 Jahangir Amir, CPRC: PC 19

20. Steps in a Transaction, When & How
to Communicate?
Cabinet / CCOP approval
Financial Advisor (FA) hired
Due diligence
Privatisation strategy
Needed restructuring, sectoral / regulatory reforms
Expressions of Interest (EOI)
Screening - Statement of Qualification (SOQ)
Pre-qualification
Due diligence by potential buyers
Valuation approved by Cabinet Committee on
Privatisation (CCOP)
August 2005 Jahangir Amir, CPRC: PC 20

21. Steps in a Transaction, When & How
to Communicate?
Pre-bid conference (s)
Bidding process approval by Board and CCOP
Media invited to observe bidding
Board and CCOP approve price and bidder
Letter of Intent to successful bidder
Sale agreement
Payment process and management transfer
Highlight the success on a periodic basis
Conclusion: Transparency
August 2005 Jahangir Amir, CPRC: PC 21

22. Experiences

23. Current Clients
Industries:
Gems & Jewelry
Marble & Granit
Dairy
August 2005 Jahangir Amir, CPRC: PC 23

24. Previous Experiences

25. The CSF Experience
Issues: 2006 - to date
Media Outreach Brand Building
Corporate Identity Credibility
Stakeholder’s Connectivity Media Training
Strategic Alliances Innovation Journalism
Capacity Building Media Platforms
International Communication
International, Regional and Domestic Conferences
August 2005 Jahangir Amir, CPRC: PC 25

26. The PISDAC Experience
Issues: 2005 – to date
Media Outreach SWOG Image Building
Perception Building Credibility
Innovation Leadership
Brand Identity Market Positioning
Crisis Management Creative Support
Communication Strategies
August 2005 Jahangir Amir, CPRC: PC 26

27. The PTCL Experience
Issues: 2000-2004
Privatization Poor Market Penetration
Perception Building Credibility
Innovation Leadership
Rightsizing Investment
Stock Analysis Image Building
Crisis Management Employee Orientation
Products and Services
August 2005 Jahangir Amir, CPRC: PC 27

28. Strategic Alliances, Partners and
Corporate Memberships
International
Communication International
Association Sociological Association
August 2005 Jahangir Amir, CPRC: PC 28

29. How to Communicate?

30. Relationship
F
e
S e
u d
p
Pervez Ehsan B
p
o CEO CPRC a
r c
t k
S Media & Public Relations Strategy Development Industry Analysts
t M
e
a To be identified Amir Jahangir
c
f Relationship Manager Chief Strategy Officer Outsourced
h
f
as per transaction a
Tooba Iqbal Madiha Zahid requirement n
Coordination Strategic Planning i
Content Development
s
m
August 2005 Jahangir Amir, CPRC: PC 30

31. No. of Man Hours
S. No. Team Member Job Title No. of
Hrs/M
1 Pervez Ehsan Chief Executive Officer 8
2 Amir Jahangir Chief Strategy Officer 8
3 To be Hired Relationship Manager 42
4 Madiha Zahid Asst. Manager Strategic Planning 65
5 Tooba Iqbal Coordination and Content Development 65
6 Muhammad Ali Office Boy/Dispatched Rider 65
TOTAL 253
August 2005 Jahangir Amir, CPRC: PC 31

32. Communication Tools

33. Communication Tools
RSS Feeds
Email
Intelligent Fax
Short Messaging Service - SMS
Snail Mail / Courier / Dispatch Rider
Video News Release “VNR”
Interactive Sessions
August 2005 Jahangir Amir, CPRC: PC 33

34. RSS Feeds for Stakeholders
• Journalists
• Media Organizations - Domestic
• Media Organizations - International
• Stock Market Investors and Analysts
• Fund Managers and Investment Consultants
• Anyone Interested in Investing in Pakistan
August 2005 Jahangir Amir, CPRC: PC 34

35. RSS Feeds for Stakeholders
• A weblog is a two-way conversation, not a top-down communication
medium.
• Find out what others are saying about you and your organization and
activities.
• You do need to be able to write and communicate through Handouts,
Press Releases, News Items and Tender Docs etc.
• Some topics are verboten – Avoid controversies
• Be sure to know your keywords. i.e. Pakistan, Investment,
Privatisation etc.
• Know your confidentiality limits. – You don’t have to communicate
everything
• Know why you're blogging - ????????
August 2005 Jahangir Amir, CPRC: PC 35

36. emails Methodology
• Encourage people to get registered for immediate press
releases, handouts and other information about
Privatisation Commission.
• Develop different mailing lists of:
• Journalists and media organizations reporting on
investment, finance and Privatisation to be
maintained for communication.
• Industry experts and analysts to be communicated
on issues in advance.
• People interested in the news and information on
Privatisation
August 2005 Jahangir Amir, CPRC: PC 36

37. iFAX Methodology
• More then 50 faxes at a time (saves time between
1st and the last fax, PC send approx 50 faxes for any
news/handout as a press releases )
• Up to 80% saving on your current fax bill
• Fully web-based interactive reporting and billing system
• User friendly Web Interface to Track Transmission
• Resend failed transmission by yourself on a single click
August 2005 Jahangir Amir, CPRC: PC 37

38. SMS Alerts Methodology
• Encourage people to register there Mobile Devices with the
Privatisation Commission for SMS Alerts for the following:
• Breaking News
• Latest Press Release Alerts
• Handout Information
• Due Date Buildup
• Develop different SMS category lists of:
• Journalists and media organizations reporting on
investment, finance and Privatisation to be maintained for
communication.
• Industry experts and analysts to be communicated on
issues in advance.
• People interested in the news and information on
Privatisation
August 2005 Jahangir Amir, CPRC: PC 38

39. Dispatched Rider
Snail Mail Methodology
• Specially Privatisation Commission’s branded envelops.
• They will enable the reporters to quickly identify the mail
from PC
• Distinguished color will attract the reporter to pickup the
envelop.
• Customized design will help in recognizing the envelop in
the lot.
August 2005 Jahangir Amir, CPRC: PC 39

40. V.N.R. Methodology
• In this age and time, news is reported every hour on the hour.
• To get the maximum exposure for PC news on the electronic
media, Video News Releases (VNR) should also be used, which
will assist the media organizations for the following:
• Stock shoots of Privatisation Commission and different
other entities (archives and new)
• Interviews and statement of the stakeholders
• Animated logos and graphs etc.
• Complete news packages and stories
August 2005 Jahangir Amir, CPRC: PC 40