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Apr case studies

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Mehfooz Aleem
Mehfooz Aleem

The document contains case studies from various public relations campaigns. The first case study describes a crisis management situation for Coca-Cola in Pakistan involving layoffs. The PR agency advised Coca-Cola on messaging and helped guide the situation to minimize negative impacts. The second case study discusses a media advocacy campaign in Pakistan to repeal a new 20 paisa tax per SMS. The PR agency placed stories and secured media coverage opposing the tax, which was ultimately withdrawn. The third case study outlines international event management for an AKD Securities investment forum in London, which secured investor attendance and media coverage to promote opportunities in Pakistan.

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CASE STUDIES
CONTENTS • CRISIS MANAGEMENT CASE STUDY • MEDIA ADVOCACY CASE STUDY • MEDIA COVERAGE CASE STUDY • INTERNATIONAL EVENT & MEDIA MANAGEMENT CASE STUDY • ‘PAKISTAN NATIONAL IMAGE CAMPAIGN’ CASE STUDY
CRISIS MANAGEMENT
COCA-COLA - BACKGROUND Coca-Cola Beverages Pakistan Ltd (CCBPL) decided to outsource distribution and sell off its ageing fleet of delivery trucks, resulting in laying off about 150 drivers and helpers. CCBPL feared that when announcement was made, there would be backlash from the union, especially as the president and vice president of the union were also amongst those to be laid off. Potentially the issue could have blown up into a full fledged crisis, affecting all Coke plants throughout the country. Further the issue could also go off on a tangent, away from the lay-off into boycott calls for Coke products, with usual anti- American sentiment being ignited and renewed allegations of Coke being Jewish product. APR as the PR agency was called in to give strategic advice.
COCA-COLA – APR’S ROLE • Conducted discussion sessions with all relevant management executives – top management, HR, legal, production, others to determine all possible reactions – strike, lock-out, plant closure, union action at other plants throughout the country, physical harassment, kidnapping of company executives, willful damage to company property, etc • Developed, together with client, a response to each possible scenario • Developed a holding statement • Developed Q&A • Developed a press release • Briefed company spokespersons
COCA-COLA – APR’S ROLE • Developed positive stories of Company’s contribution to society and to the economy, to be kept ready in case of need • Advised client to limit advertising during the crisis period • Proactively briefed contacts in law enforcement agencies in event of a law and order situation taking place • Established contact with friends in media to advise us as far as possible before publication of any negative stories or statements by the union • Got published positive stories about Coke in the interim period, not connected at all with the labour issue • Stood by the client on a 24/7 basis for over two weeks until all issues were resolved and the matter was closed
COCA-COLA - RESULT As expected the union when told of the lay-off protested very strongly and even violently, even though the severance package was more than generous. However since the entire issue had been proactively handled, the company management was prepared at every stage and the crisis was guided through its course in a manner that substantially limited negative fallout. In the end the laid off employees accepted a final negotiated package and it was back to business as usual
MEDIA ADVOCACY ‘Imposition of 20-paisa tax on SMS’
BRIEF HISTORY OF THE ISSUE • In the Federal budget 2009-2010, the government announced the levy of a new tax of 20-paisa per SMS in addition to the rate specified for the telecom sector • In pre-budget negotiations with the telecom stakeholders, the Government had put forward a condition of reduction in taxes by asking telecom operators to increase SMS rates • The finance ministry offered telecom industry the reduction of SIM activation tax, on the condition that as a quid pro quo, the operators will increase SMS rates • Reportedly, this move was being pushed by the largest mobile phone operator
BRIEF HISTORY OF THE ISSUE • Generally 40 billion SMS are sent in Pakistan every year by the subscribers of cellular phones • With a tax of Rs 0.2 per SMS, the government was expecting to earn Rs 8 billion per annum (US$100 million) • Since bulk SMS deals were to become very difficult to operate, the telecom industry was expected to curtail them from the current levels • This had the potential of absolutely discouraging the users to send SMS freely thus resulting in lesser numbers of SMS exchanges
SUCCESSFUL CASE STUDY IN MEDIA ADVOCACY – TAX ON SMS • ZONG (CMPak Ltd) and its PR agency, Asiatic Public Relations Network decided to plan and launch a media campaign for withdrawal of the new sms tax, after it was announced in the new Budget • The strategy was to build a lot of pressure on the government in a short time frame, through the mass media • It was important that the tax was shown up to be highly unpopular in the general public
WHAT ‘ADVOCACY’ MEANS IN THIS PRESENTATION? Provoking concern about a problem, with the aim of generating an appropriate response
MEDIA STRATEGY • Building pressure - Breaking the news to media one week before the budget announcement • Strategic favorable news placements in major newspapers • News placement at blogs and discussion • Letters to the editors • Public survey
PRE-BUDGET NEWS STORIES
AFTER BUDGET GENERIC NEWS No mention of tax in headlines
AFTER BUDGET GENERIC NEWS No mention of tax in headlines
AFTER BUDGET NEWS PLACEMENT BY US
AFTER BUDGET NEWS PLACEMENT BY US
ELECTRONIC
LETTER TO THE EDITORS BY US
WEBSITES / BLOGS
GENERIC NEWS PLACEMENT…
IN FAVOR OF TAX IMPOSITION
FOLLOW UP NEWS STORIES BY US
EVEN PUBLIC PROTESTS…
WITHDRAWAL OF DECISION!
RESPONSES AFTER THE DECISION
MEDIA COVERAGE
Apr case studies
INTERNATIONAL EVENT & MEDIA MANAGEMENT
AKD SECURITIES  Client: AKD Securities  Venue: London  Event: Investment Forum  Date: March 08, 2006  Managed by: APR & H&K UK  Our Brief:  Complete event management for invitees and government VIPs including keynote speaker, H.E. Mr. Shaukat Aziz, Prime Minister of Pakistan
AKD SECURITIES Issue  Dispel myth about the risk of investing in the Pakistani market  Raise awareness of investment opportunities in Pakistan Services Rendered  Identifying and securing attendance of key fund managers and influencers  Media Management to generate widespread awareness  Additional third-party endorsement achieved through a partnership with the Financial Times  Identified 340 fund managers, with 125 attending the event  Arranged breakout sessions on specific sectors (banking; telecom; airlines/ insurance; oil & E&P; cement/fertilizer; power)  More than 2 dozen 1:1 and 1:few meetings between investors and AKD arranged  Extensive media coverage secured
AKD SECURITIES
AKD SECURITIES
PAKISTAN NATIONAL IMAGE CAMPAIGN
Nation Image Marketing Requires a Total Approach, with no Empty Promises Changing the perceived image of a nation is a form of nation marketing. The uniqueness of nation marketing is that it requires all parts of society and government to be dedicated to the cause. To be truly effective it can not be a stand-alone campaign, but must involve the support and participation of other ongoing campaigns such as in the areas of tourism and investment. In this way everyone participates and everyone is the winner when mind-sets are changed.
Image Campaign: Global Press Office Coordinated in major media centres Milestones Milestones Media visits Media visits Programme Programme Pakistan Govt Pakistan Govt showcasing the true showcasing the true Announcements and Announcements and Profile Profile Pakistan Pakistan regular news sent out to regular news sent out to media internationally media internationally Platforms Platforms Media briefings Media briefings Reports Reports Proactive Proactive Speaking opportunities Speaking opportunities PAKISTAN briefings to key journalists to briefings to key journalists to Conferences Conferences PAKISTAN get across get across Trade shows Trade shows key messages key messages Forward Features Forward Features Materials library, Materials library, Rapid Response PR Rapid Response PR Placing articles on Pakistan Placing articles on Pakistan media training, media training, Angles, stories for individual Angles, stories for individual with identified surveys and with identified surveys and contacts management, contacts management, media news agenda. media news agenda. features among international features among international online and local press online and local press Readiness to answer Readiness to answer publications publications office office negative news negative news
THANK YOU!

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Apr case studies

  • 2. CONTENTS • CRISIS MANAGEMENT CASE STUDY • MEDIA ADVOCACY CASE STUDY • MEDIA COVERAGE CASE STUDY • INTERNATIONAL EVENT & MEDIA MANAGEMENT CASE STUDY • ‘PAKISTAN NATIONAL IMAGE CAMPAIGN’ CASE STUDY
  • 4. COCA-COLA - BACKGROUND Coca-Cola Beverages Pakistan Ltd (CCBPL) decided to outsource distribution and sell off its ageing fleet of delivery trucks, resulting in laying off about 150 drivers and helpers. CCBPL feared that when announcement was made, there would be backlash from the union, especially as the president and vice president of the union were also amongst those to be laid off. Potentially the issue could have blown up into a full fledged crisis, affecting all Coke plants throughout the country. Further the issue could also go off on a tangent, away from the lay-off into boycott calls for Coke products, with usual anti- American sentiment being ignited and renewed allegations of Coke being Jewish product. APR as the PR agency was called in to give strategic advice.
  • 5. COCA-COLA – APR’S ROLE • Conducted discussion sessions with all relevant management executives – top management, HR, legal, production, others to determine all possible reactions – strike, lock-out, plant closure, union action at other plants throughout the country, physical harassment, kidnapping of company executives, willful damage to company property, etc • Developed, together with client, a response to each possible scenario • Developed a holding statement • Developed Q&A • Developed a press release • Briefed company spokespersons
  • 6. COCA-COLA – APR’S ROLE • Developed positive stories of Company’s contribution to society and to the economy, to be kept ready in case of need • Advised client to limit advertising during the crisis period • Proactively briefed contacts in law enforcement agencies in event of a law and order situation taking place • Established contact with friends in media to advise us as far as possible before publication of any negative stories or statements by the union • Got published positive stories about Coke in the interim period, not connected at all with the labour issue • Stood by the client on a 24/7 basis for over two weeks until all issues were resolved and the matter was closed
  • 7. COCA-COLA - RESULT As expected the union when told of the lay-off protested very strongly and even violently, even though the severance package was more than generous. However since the entire issue had been proactively handled, the company management was prepared at every stage and the crisis was guided through its course in a manner that substantially limited negative fallout. In the end the laid off employees accepted a final negotiated package and it was back to business as usual
  • 8. MEDIA ADVOCACY ‘Imposition of 20-paisa tax on SMS’
  • 9. BRIEF HISTORY OF THE ISSUE • In the Federal budget 2009-2010, the government announced the levy of a new tax of 20-paisa per SMS in addition to the rate specified for the telecom sector • In pre-budget negotiations with the telecom stakeholders, the Government had put forward a condition of reduction in taxes by asking telecom operators to increase SMS rates • The finance ministry offered telecom industry the reduction of SIM activation tax, on the condition that as a quid pro quo, the operators will increase SMS rates • Reportedly, this move was being pushed by the largest mobile phone operator
  • 10. BRIEF HISTORY OF THE ISSUE • Generally 40 billion SMS are sent in Pakistan every year by the subscribers of cellular phones • With a tax of Rs 0.2 per SMS, the government was expecting to earn Rs 8 billion per annum (US$100 million) • Since bulk SMS deals were to become very difficult to operate, the telecom industry was expected to curtail them from the current levels • This had the potential of absolutely discouraging the users to send SMS freely thus resulting in lesser numbers of SMS exchanges
  • 11. SUCCESSFUL CASE STUDY IN MEDIA ADVOCACY – TAX ON SMS • ZONG (CMPak Ltd) and its PR agency, Asiatic Public Relations Network decided to plan and launch a media campaign for withdrawal of the new sms tax, after it was announced in the new Budget • The strategy was to build a lot of pressure on the government in a short time frame, through the mass media • It was important that the tax was shown up to be highly unpopular in the general public
  • 12. WHAT ‘ADVOCACY’ MEANS IN THIS PRESENTATION? Provoking concern about a problem, with the aim of generating an appropriate response
  • 13. MEDIA STRATEGY • Building pressure - Breaking the news to media one week before the budget announcement • Strategic favorable news placements in major newspapers • News placement at blogs and discussion • Letters to the editors • Public survey
  • 15. AFTER BUDGET GENERIC NEWS No mention of tax in headlines
  • 16. AFTER BUDGET GENERIC NEWS No mention of tax in headlines
  • 17. AFTER BUDGET NEWS PLACEMENT BY US
  • 18. AFTER BUDGET NEWS PLACEMENT BY US
  • 20. LETTER TO THE EDITORS BY US
  • 23. IN FAVOR OF TAX IMPOSITION
  • 24. FOLLOW UP NEWS STORIES BY US
  • 30. INTERNATIONAL EVENT & MEDIA MANAGEMENT
  • 31. AKD SECURITIES  Client: AKD Securities  Venue: London  Event: Investment Forum  Date: March 08, 2006  Managed by: APR & H&K UK  Our Brief:  Complete event management for invitees and government VIPs including keynote speaker, H.E. Mr. Shaukat Aziz, Prime Minister of Pakistan
  • 32. AKD SECURITIES Issue  Dispel myth about the risk of investing in the Pakistani market  Raise awareness of investment opportunities in Pakistan Services Rendered  Identifying and securing attendance of key fund managers and influencers  Media Management to generate widespread awareness  Additional third-party endorsement achieved through a partnership with the Financial Times  Identified 340 fund managers, with 125 attending the event  Arranged breakout sessions on specific sectors (banking; telecom; airlines/ insurance; oil & E&P; cement/fertilizer; power)  More than 2 dozen 1:1 and 1:few meetings between investors and AKD arranged  Extensive media coverage secured
  • 36. Nation Image Marketing Requires a Total Approach, with no Empty Promises Changing the perceived image of a nation is a form of nation marketing. The uniqueness of nation marketing is that it requires all parts of society and government to be dedicated to the cause. To be truly effective it can not be a stand-alone campaign, but must involve the support and participation of other ongoing campaigns such as in the areas of tourism and investment. In this way everyone participates and everyone is the winner when mind-sets are changed.
  • 37. Image Campaign: Global Press Office Coordinated in major media centres Milestones Milestones Media visits Media visits Programme Programme Pakistan Govt Pakistan Govt showcasing the true showcasing the true Announcements and Announcements and Profile Profile Pakistan Pakistan regular news sent out to regular news sent out to media internationally media internationally Platforms Platforms Media briefings Media briefings Reports Reports Proactive Proactive Speaking opportunities Speaking opportunities PAKISTAN briefings to key journalists to briefings to key journalists to Conferences Conferences PAKISTAN get across get across Trade shows Trade shows key messages key messages Forward Features Forward Features Materials library, Materials library, Rapid Response PR Rapid Response PR Placing articles on Pakistan Placing articles on Pakistan media training, media training, Angles, stories for individual Angles, stories for individual with identified surveys and with identified surveys and contacts management, contacts management, media news agenda. media news agenda. features among international features among international online and local press online and local press Readiness to answer Readiness to answer publications publications office office negative news negative news
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