PR presentation on trying to improve the image of A Raja.

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