Spectrum Communication

Shreya JainUpasana Dhir

Sandeep GuptaSheeraj Sengupta

Group 1

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

Services Offered Crisis Management

Celebrity PR

Technology PR

Lifestyle PR

Corporate Communication

Political PR

Our Reach

HQ – New Delhi

Mumbai Chennai

Our Clients

Client in Question –

Andimuthi Raja

Spotlight About our client Identification of problem Environment scan Gap Analysis Why PR – Objectives Communication StrategyImplementing PR Models

TGPR ToolsTimelineAnalyzing tools & TGCrisis ManagementTotal Budget AllocationEvaluation Programme

Spotlight

Our Client – Andimuthi Raja

Born in May 1963

Tamil Nadu; Dalit family

Initially a lawyer

Political Party: DMK

Telecom Minister(2007)

Identification of the Problem

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

At StakePoliticians

Bureaucrats

Corporations

Corporate Personalities

Media Personnel

How Our Client is Involved Entry fee pegged at 2001 prices

Rules & regulations flouted during allotment process

No procedure followed

Favoritism towards certain corporates

Environment Scan

Strengths

Weaknesses

Threats Opportunities

SWOT

Strengths Mobile no. portability

Low tariff rates

Strong backing from Karunanidhi

Strong vote bank from Dalit community

WeaknessesBad public image

Hostile to media

Poor crisis management

Yet to come out in public

Opportunities Build brand image

Exploit the ‘Raja-a-scapegoat’ theory

Threats

Hyped controversy

Considered as the only culprit in the eyes of the public; others have got away

Gap Analysis

Current Image

Already indicted as a criminal

To have caused huge losses to the govt.

Desired Image Innocent follower of

rules

Made the scapegoat

Other big fishes in the market

How to fix A. Raja’s image?

PR

Importance of PR Improve A. Raja’s image

Greater efficiency

Impact

Budget constraints

PR Objective Clear the air over scam

Come clean

Rebuild image of A. Raja

Communication Strategy

A.I.D.A.

Attention

Interest

Desire

Action

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.”

Public

•Clean image; image building

Media•Eliminate inflated

controversy

•Encourage to write +ve

DMK

•Garner support

Social Activists

•Shape +ve opinion

Target Audience

PR Tools

Press Conference

Social Media

C.S.R Press Notes & Releases

Indpdnc. Day Event

Internal PR

Special Debates

Timeline

6 months PR plan starting from

April – Sep. 2011

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

Analyzing PR Tools

Press Conferences

• Bring out the facts

Delhi & Mumbai

• Build +ve image

Chennai

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

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

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

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

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

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

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

Social Media S.N.S. – Facebook, Twitter

Web portals

Blogs

Groups/Communities

41

Why Social MediaConnect with other

people; interact

Create content; build communities

Share and access information; participate

Engage in conversations

Details Hire Webchutney

Rs 90,000 p.m.

Total Exp. = 90000*6 = Rs 5,40,000

Internal PR In-house(DMK) “Confidence Building Meet”

on 10th May ‘11

Venue: DMK Head Office, Chennai

Glitzy affair with many photographers

Press interaction

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

C.S.R. Activities Dalit upliftment – girl education

Improve sanitation facilities

Rural development – Nilgiris & adjoining districts

Food supplements to be distributed on b’day

Cost Structure

Total Outlay(Rs. 10 L)

EducationRs. 5L

Sanitation & Dev.Rs. 3L

Food Supplements

Rs. 2L

Press Releases/Notes Involvement in 2G scam

Contribution to telecom sector

C.S.R. Activities

Flag-hoisting on 15th Aug ‘11

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

Analyzing as per TG

For the General Populace Social Networking Sites – Facebook, Twitter

C.S.R. Activities

News blogs