PR for A Raja
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Spectrum Communication
Shreya JainUpasana Dhir
Sandeep GuptaSheeraj Sengupta
Group 1
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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
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Services Offered Crisis Management
Celebrity PR
Technology PR
Lifestyle PR
Corporate Communication
Political PR
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Our Reach
HQ – New Delhi
Mumbai Chennai
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Our Clients
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Client in Question –
Andimuthi Raja
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Spotlight About our client Identification of problem Environment scan Gap Analysis Why PR – Objectives Communication StrategyImplementing PR Models
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TGPR ToolsTimelineAnalyzing tools & TGCrisis ManagementTotal Budget AllocationEvaluation Programme
Spotlight
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Our Client – Andimuthi Raja
Born in May 1963
Tamil Nadu; Dalit family
Initially a lawyer
Political Party: DMK
Telecom Minister(2007)
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Identification of the Problem
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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
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At StakePoliticians
Bureaucrats
Corporations
Corporate Personalities
Media Personnel
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How Our Client is Involved Entry fee pegged at 2001 prices
Rules & regulations flouted during allotment process
No procedure followed
Favoritism towards certain corporates
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Environment Scan
Strengths
Weaknesses
Threats Opportunities
SWOT
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Strengths Mobile no. portability
Low tariff rates
Strong backing from Karunanidhi
Strong vote bank from Dalit community
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WeaknessesBad public image
Hostile to media
Poor crisis management
Yet to come out in public
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Opportunities Build brand image
Exploit the ‘Raja-a-scapegoat’ theory
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Threats
Hyped controversy
Considered as the only culprit in the eyes of the public; others have got away
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Gap Analysis
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Current Image
Already indicted as a criminal
To have caused huge losses to the govt.
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Desired Image Innocent follower of
rules
Made the scapegoat
Other big fishes in the market
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How to fix A. Raja’s image?
PR
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Importance of PR Improve A. Raja’s image
Greater efficiency
Impact
Budget constraints
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PR Objective Clear the air over scam
Come clean
Rebuild image of A. Raja
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Communication Strategy
A.I.D.A.
Attention
Interest
Desire
Action
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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.”
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Public
•Clean image; image building
Media•Eliminate inflated
controversy
•Encourage to write +ve
DMK
•Garner support
Social Activists
•Shape +ve opinion
Target Audience
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PR Tools
Press Conference
Social Media
C.S.R Press Notes & Releases
Indpdnc. Day Event
Internal PR
Special Debates
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Timeline
6 months PR plan starting from
April – Sep. 2011
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Activity/Time Period
April May June July August September
Press Conf
Social Media
Internal PR
C.S.R.
Debates/ Telephonic I’views
Indepndc Day Event
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Analyzing PR Tools
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Press Conferences
• Bring out the facts
Delhi & Mumbai
• Build +ve image
Chennai
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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
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Folder Diary Pen Press Release/Press Notes Fact Sheet Profile of the speakers Pictures of the speakers Brooches Profile of the PR Company
Contents of the Press Kit
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Cost Structure
Particulars Details/Qty Price(Rs) Total Exp(Rs.)
Venue + Lunch
India Habitat Centre
640*100 + 34%tax
85,760/-
Press Kit 100 150 15,000/-
Decorations ______________ ____________ 15,000/-
Miscellaneous ______________ _____________ 19,240/-
Rs. 1,35,000
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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
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Cost Structure
Particulars Details/Qty Price(Rs) Total Exp(Rs.)
Venue + Lunch
Gordon House Hotel
900*100 + 34%tax
1,20,600/-
Press Kit 100 150 15,000/-
Decorations ______________ ____________ 18,000/-
Miscellaneous ______________ _____________ 16,400/-
Rs. 1,70,000
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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
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Cost Structure
Particulars Details/Qty Price(Rs) Total Exp(Rs.)
Venue + Lunch
Hotel Palm Grove
700*100 + 33%tax
93,100/-
Press Kit 100 150 15,000/-
Decorations ______________ ____________ 20,000/-
Miscellaneous ______________ _____________ 16,900/-
Rs. 1,45,000
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Social Media S.N.S. – Facebook, Twitter
Web portals
Blogs
Groups/Communities
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41
Why Social MediaConnect with other
people; interact
Create content; build communities
Share and access information; participate
Engage in conversations
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Details Hire Webchutney
Rs 90,000 p.m.
Total Exp. = 90000*6 = Rs 5,40,000
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Internal PR In-house(DMK) “Confidence Building Meet”
on 10th May ‘11
Venue: DMK Head Office, Chennai
Glitzy affair with many photographers
Press interaction
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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
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C.S.R. Activities Dalit upliftment – girl education
Improve sanitation facilities
Rural development – Nilgiris & adjoining districts
Food supplements to be distributed on b’day
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Cost Structure
Total Outlay(Rs. 10 L)
EducationRs. 5L
Sanitation & Dev.Rs. 3L
Food Supplements
Rs. 2L
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Press Releases/Notes Involvement in 2G scam
Contribution to telecom sector
C.S.R. Activities
Flag-hoisting on 15th Aug ‘11
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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
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Analyzing as per TG
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For the General Populace Social Networking Sites – Facebook, Twitter
C.S.R. Activities
News blogs