Communication Strategy
for Image Enhancement
Presented By
Shorelines Innovations India Private Limited
© Copyright 2009. All rights reserved. Shorelines Innovations India Pvt. Ltd.
About Shorelines
Shorelines Innovations India Pvt. Ltd. primarily is a brand management advisory & consultancy firm
created with the common aspirations of likeminded people focusing on success and growth.
Every member of Shorelines has gathered years of rich experience in fields of brand building,
advertising, marketing, financial services, and public relationship. Shorelines Innovations India Pvt.
Ltd. was formed on a strong belief that all these services can be consolidated and offered as a
complete all-round package.
At Shorelines, we believe in delivering masterpieces that are rich in quality and ensure all-embracing
client satisfaction. Strong collective efforts towards a common goal, is what we pledge at Shorelines.
Shorelines has a team of adept people in respective domains, rich with experience in turn-key projects
and takes pride in nurturing Shorelines with hard work, commitment and integrity.
Advertising Services
Marketing Services
Product Launch
Marketing Department / Franchise
Operations Setup
Media Training
Event Management
Ad Films,
Feature
Films,
Dramas
Cultural
Events
Road Shows
&
Exhibitions
Seminars &
Conferences
Why Shorelines PR?
 Focus on long term relationships not individual transactions
 Emphasis on confidentiality and integrity with best ethical practices
 High quality execution by the most experienced 24x7 team
 All businesses are built on analytical foundation, domain expertise and committed
resources
 The Agency that can offer True Value for all the communication requirements of the
client
Industry Scenario
 Indian Industries are booming
 Exponential growth expected in next 5 years
 Economy outlook is positive with most of the growth indicators showing growth
 Almost unlimited venues for Energy sector to venture into new horizons
 BSE Index has regain and has reached the 18,000 mark
Target Audience
Private
Sector
Media
Influencers
Analysts,
Consultants and
Opinion Makers
Business
Head
Public
Sector
Strategy Outline
Stage I
Stage II
Stage III
• Project your company as a “Professionally managed IT
major”
• Position your company as an “Initiator” and “Leader”
• Establish your company as one of the “Leading
Voice of the Industry”
Strategy Outline
 The three phases to be executed over a year time
 But each quarterly outline to include initiatives covering all 3 stages
 Create key talking points for media coverage
 Highlight USPs of the Company
 Promote any spokesperson from the Company as one of the leading voice of the
industry
 Capitalize on the verticals and their growth
Strategy Outline – Phase I (4 months)
 To promote any spokesperson from the Company as the voice of the industry
 Interviews in electronic & print media
 Sound bites on various policy changes, impact on industry
 Articles in guest columns
 Corporate stories in general interest magazines, business magazines, mainline and
financial dailies on the Company
 Articles on various operational areas of the Company in general and specific and
industrial/ trade newspapers, magazines
 Informal press meet with the senior correspondents of the prominent media houses
Strategy Outline – Phase II
 Focused coverage on projects, people, initiatives, future plans
 Pitch stories for all business segments, related stories with development, IT &
Security as the theme
 Focus on Company’s ventures in the overseas market and the growing demand
abroad
 Chats on business programs on channels such as CNBC, NDTV Profit, Times Now,
STAR News, ZEE Business, etc
 Round Table on CNBC or NDTV Profit
 Stories in select media on the Company’s achievements
Strategy Outline – Phase III
 Continue image building coverage through the third quarter
 Focus on the industry and Your Company’s role and leadership
 Celebrate the anniversary or other key days of the evolvement of Your Company as
the leading company
 Stories of Growth in mass market television channels Aaj Tak, Zee News, Star News
 Initiate industry specific articles, coverage projecting Company's growing role,
contribution in various verticals
 Industry articles by experts in Economic Times, Business Standard, Financial
Express, Hindu Business Line
Key Aides for Strategy
 Announcement of deals and successful completion
 Mergers & Acquisitions
 New Business
 New clients acquisition
 Large projects completed and the success story
 HRD Movements
 New Appointments
 New training programs launched
 Awards/ Laurels won, etc.
 Quality of professionals
Backup Strategies
 Collaterals
 Backgrounders
 Profile of Management
 Corporate Brochure
 Audio Visual
 Power Point Presentation
 Database of National Media
 FAQ manual
 Training Programs
Structured Events & Sponsorships
 Events & Sponsorships
 Brand Equity Quiz
 CNBC Corporate Awards
 ET Corporate Excellence Awards
 Business Standard Awards
 Panel Discussions on Sectors in Media
 Benefits of this strategy
 Premium association
 Equity value rub off
 Mass awareness
 Unsolicited media coverage
Training Programs
 A comprehensive training program will be conducted for your team
 Communicating with the Press, analysts
 To ensure the entire organization speaks in one voice
 Employee education program
 FAQs’ manual for reference
Plan of Action
 Any agreement
 Press Releases
 One-to-One Interview at the time of signing
 Branding/ Marketing story
 Advertising Campaign (Theme)
 Dealer / Distributors Network
 Product story
 New Software, Services or Product launch
 Highlight new features of existing Software, Services or Products
Plan of Action
 Financial Data
 Quarterly results
 Stock Market movements
 Customer Focus
 Existing / New Clients
 MOU with Corporate / BPO etc
 Corporate
 R&D
 Job Switch
 In House Magazine
Targeted Media
Wire Agencies
Press Trust of India ( PTI ), United News of India ( UNI ), Reuters, Agence France Press (AFP)
Dow Jones Newswires
General Dailies
Times of India, Indian Express, Asian Age, Free Press Journal, DNA, Hindustan Times,
Afternoon, Mid Day
Financial
Economic Times, Financial Express, Business Standard, Hindu Business Line, Mint
Outstations
Anand Bazar Patrika, Amar Ujala, Hindustan Times, The Hindu, Telegraph, Statesman, Dainik
Bhaskar, Danik Jaagaran, Deccan Cronical, Deccan Herald, Hindustan, Dinakaran, Dinamalar,
Eenadu, Prajavani, Malayalam Manorama, Daily Thanthi, Punjab Kesari and many others
Targeted Media
Vernaculars
Navbharat Times, Maharashtra Times, Loksatta, Navbharat, Sakal, Navshakti, Mumbai
Samachar, Gujarat Samachar, Vyapar, Janmabhoomi, Saamna, Navakal
Business Magazines
Business India , Business Today , Business World
IT Magazines
Express Computers, Voice & Data, Bio Spectrum, Dataquest , PC Quest, Computer Reseller
News, Living Digital, Information Technology, Electronics For You, DQ Week, DQ Channel.
Television
NDTV , Zee News , Aaj Tak , CNBC , CNBC Awaaz , Star News , Sahara Samay, Times NOW,
Immediate Tasks for Phase I
 2 – 3 Press Releases every month
 1 – 2 Story a month
 Meet the Press / Press Conference – if required.
 Development One to One contact with media
 Budget 3 – 4 Lacks Approximately
Immediate Requirements
 Standardized Product write-ups
 Company Profile
 Profile – People behind the Company
 Press Kit / Press Docket
 Product Information Handouts
 Mementos for the media
Corporate Office
SHORELINES INNOVATIONS INDIA PVT LTD
1-A/1, Dwarkesh Park,
Sai Baba Nagar, Opp. HDFC Bank
Borivali (W), Mumbai - 400 092 (INDIA)
Tel: +91-22-28613001/2/3
Fax: +91-22-28662875
E-mail: info@shorelines.in
Website: www.shorelines.in