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CASE STUDIES

Apr - Case Studies (Nxpowerlite)

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Page 1: Apr - Case Studies (Nxpowerlite)

CASE STUDIES

Page 2: Apr - Case Studies (Nxpowerlite)

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

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CRISIS MANAGEMENT

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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.

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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

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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

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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

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MEDIA ADVOCACY

‘Imposition of 20-paisa tax on SMS’

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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

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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

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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

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WHAT ‘ADVOCACY’ MEANS IN THIS PRESENTATION?

Provoking concern about a problem, with

the aim of generating an appropriate

response

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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

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PRE-BUDGET NEWS STORIES

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AFTER BUDGET GENERIC NEWS

No mention of

tax in headlines

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AFTER BUDGET GENERIC NEWS

No mention of

tax in headlines

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AFTER BUDGET NEWS PLACEMENT BY US

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AFTER BUDGET NEWS PLACEMENT BY US

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ELECTRONIC

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LETTER TO THE EDITORS BY US

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WEBSITES / BLOGS

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GENERIC NEWS PLACEMENT…

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IN FAVOR OF TAX IMPOSITION

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FOLLOW UP NEWS STORIES BY US

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EVEN PUBLIC PROTESTS…

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WITHDRAWAL OF DECISION!

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RESPONSES AFTER THE DECISION

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MEDIA COVERAGE

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INTERNATIONAL EVENT & MEDIA

MANAGEMENT

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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

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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

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AKD SECURITIES

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AKD SECURITIES

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PAKISTAN NATIONAL IMAGE CAMPAIGN

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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.

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Image Campaign: Global Press Office Coordinated in major media centres

Materials library, media training,

contacts management, online and local press

office

Platforms Reports

Speaking opportunities Conferences Trade shows

Forward Features Placing articles on Pakistan with identified surveys and

features among international publications

Rapid Response PR Angles, stories for individual

media news agenda. Readiness to answer

negative news

Media briefings Proactive

briefings to key journalists to get across

key messages

Pakistan Govt Profile

Media visits showcasing the true

Pakistan

Milestones Programme

Announcements and regular news sent out to

media internationally

PAKISTAN

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THANK YOU!