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Directorate of Public Relations & Corporate Communication

2 nd & 3 rd February 2012. Progress Report & Agenda. Directorate of Public Relations & Corporate Communication.

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Directorate of Public Relations & Corporate Communication

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  1. 2nd & 3rd February 2012 Progress Report&Agenda Directorate of Public Relations & Corporate Communication

  2. Image Building Activities vide Print & Electronic Media Publicity coupled with Career Awareness Programmes organised by the Headquarters, Regional Councils and Chapters in 2011, resulted in attracting more & more students to join the course thus leading to increased student Registration. A similar PR exercise is recommended for the year 2012. For this purpose the Executive Officers of all Regional Councils and Chapters must play the role of Public Relation Officers & make full use of Cost-free Print & Electronic Media Publicity. Media Visibility & focussed Career Awareness in non-metro cities were the thrust areas in 2011 & will continue to be the same in the year 2012 An Action Plan for creating visibility of the profession in the year 2012 is placed for implementation all over India.

  3. All India coordinated and concerted efforts towards focused Career Awareness Programmes in non-metro cities / remote areas need to be collectively pursued by the Headquarters /Regional Councils and Chapters. Focus areas have been identified for Conducting Career Awareness Programmes in the year 2012 in the remote/ rural and interior regions of different states across India in a phased manner. (Please refer to Pages 16-17 of Booklet –II of the Agenda). Special Focus Areas have also been identified based on low Students Registration to the CS Course ( Having Registration of less than 100 students) for conducting Career Awareness Programmes (Regionwise List has been circulated). Each Regional Council to target TWO STATES in each quarter and conduct Career Awareness Programmes in the areas identified in these States.

  4. CAREER AWARENESS activity to be undertaken by Regional Councils and Chapters to be divided into 4 PHASES (Quarterly basis) for the entire year.

  5. The months of JANUARY-FEBRUARY-MARCH are usually the months of examination preparation for class Xth and XI the and also for Colleges. • It is also the time for Board Examinations for Class XIIth therefore the Career Awareness Activity in 1st Quarter to focus on: • CAREER FAIRS across India. • CAPS in COLLEGES which have Annual Meets and Exhibitions (as Schools are closed for Exams.)

  6. Focus on CAREER AWARENESS ACTIVITY during 2nd QUARTER (April – May –June 2012) : • Distribution of pamphlets on CS COURSE In Schools & Colleges at the time of New Admission Sessions in Colleges across India starting May/ June 2012. • Career Awareness Programmes in Resident Welfare Associations (RWAs) in Metros. • Participation in Career Seminars organized by National/Vernacular Publications. • Career Awareness Programmes to be conducted in Corporates, where CAP or educative seminars can be organised for the benefit of the Employees. • Participation in Career Fairs will continue.

  7. Focus on CAREER AWARENESS ACTIVITY during 3rd QUARTER (July-August-September 2012) : • CAREER AWARENESS WEEK-I TO BE CELEBRATED ALL OVER INDIA DURING JULY - AUGUST - SEPTEMBER 2012. (CAW-I) • Career Awareness Programmes to be organised in Metros/Semi-urban/ Rural Areas. • Distribution of CS Pamphlets in schools and Colleges during Career Fairs/Book Fairs & Exhibitions.

  8. Focus on CAREER AWARENESS ACTIVITY during 4th QUARTER (October-November-December 2012) : • To organise Career Awareness Programmes in coordination with the ICSI Counsellors to reach Remote / Semi-urban areas • CAREER AWARENESS WEEK- II BE CELEBRATED ACROSS INDIA DURING DECEMBER 2012 - JANUARY 2013 (CAW-II)

  9. It is proposed to celebrate ICSI Foundation Day (4th October) as Career Awareness Day all Across India. • Regional Councils to conduct 5 nos. of Careeer Awareness Programmes. Members, ICSI Counsellors & Chapters to conduct at least one / two Career Awareness Programmes in Schools and Colleges across India. • The Idea behind the same is to have at least 500 Career Awareness Programmes in a single day.

  10. With a view to creating awareness about the CS Course, the Institute organises for participation in Exhibitions in Schools / Colleges & Education Fairs held by reputed Event organisers all over India. Regional Councils & Chapters should frequently participate in : Career Fairs/Exhibitions organised by Schools, Colleges & Universities (Efforts to be made for cost- free participation; complimentary stalls) Education Fairs organised National / Vernacular Publications & reputed event organizers viz. Education Times, CII, HT Education, Rajasthan Patrika , Sakal Media, MalayalaManorama Group, Telegraph, Lokmat Group, Assocham, AIMA / other media houses provide an excellent platform for visibility. Cost to be negotiated since ICSI  is  not a commercial organization but  a service organization CAREER FAIRS AND EXHIBITIONS :

  11. “COMMITTEE FOR CAREER  AWARENESS ” may be constituted at Regional Councils & Chapters. • RC’s and Chapters to extend invitation to Council Members, Regional Council Members and Senior Members of the profession to address Career Awareness sessions.

  12. We need to Target 10th , 12th Students and College Students • Conduct CAPS during Parent Teachers Meet • Interactive Meetings to be conducted with HOD’s of Commerce Department/ School/ College Principals • Film on “ Career as a Company Secretary” sent to Regional Councils and Chapters may be screened during the Career Awareness Sessions. • To organise display Of Posters at Schools / colleges University Libraries • Distribution of CS Pamphlets and Brochures during New Academic Sessions & • Display Educative Canopies for branding

  13. Display Standees /Posters in Education Fairs & Exhibitions • Distribution of CS Leaflets through Newspaper Vendors. • CAPs to be conducted in PPP Centres empanelled for imparting oral coaching to CS Students under Public Private Partnership scheme. • Promoting online Registration www.icsi.in during Career Awareness Programmes. • To explore the possibility of conducting Career Awareness Programmes in Administrative Staff Colleges present in various cities.

  14. All the Regional Councils / Chapters must make efforts towards achieving their targets fixed for Student Registration, by conducting increased number of Career Awareness  Programmes and participation in Career Fairs. Expenses incurred towards organizing CAPs will be reimbursed; subject to a maximum of Rs.500 (Rupees five hundred only) per programme. [ Being revised to Rs.1,500/- per Programme with effect from 1st April 2012] Theexpenses will be reimbursed on quarterly basis.

  15. APPOINTMENT OF COUNSELLORS The Institute appoints counsellors in those towns and cities where there is potential for the growth of the profession but Chapters cannot be constituted for want of requisite number of students and members. Counselors once appointed , act as a bridge between the Institute and the students. Eligibility: A Member of the Institute HOD/Professor/ Lecturer of Management, Commerce or Law Total Counsellors =97 (EIRC=15, NIRC=30, SIRC=31, WIRC=20, Overseas=1)

  16. There is need to increase the no. of Counsellors. All Regional Councils / Chapters must promote the Scheme of appointment of Counsellors by providing Forms and Guidelines to Members / HODs of Commerce Department / Principals of Schools and Colleges in different parts of the country to become Counsellors. Members in remote areas be approached for nominating them as ICSI Counsellors. The Counsellors may be invited by the RC’s and Chapters to participate in all the functions organised by them. INCREASING THE APPOINTMENT OF COUNSELLORS ACROSS INDIA FOR SPREADING AWARENESS IN NON-METRO CITIES / RURAL AREAS.

  17. Cost-freePrint Media Publicity : All India Image Building of the Institute to be achieved through Cost-free National & Regional Print Media Publicity by way of publicising the CS Course & Profession through : Career Features Press Interviews Press Releases & Press Conferences across India collectively by HQs /Regional Councils and Chapters.

  18. RC’s and Chapters to : Maintain Regular Liaison with Chief Reporters and Business Bureaus of Regional Newspapers. Invite Print & Electronic Media to cover the Programmes & Seminars. Organise for dissemination of Press Releases through PTI and UNI, the leading News Agencies for all India coverage. To disseminate Press Release issued by HQ on various subjects for publication in the local media. To send the Press coverage received / Press Clippings to the Headquarters.

  19. Nationwide Press Meets to be organised by Regional Councils and Chapters coinciding with the visit of ICSI President / Vice President and Secretary & CEO. Press Meets also to be organised in the non-metro regions. Press Releases alongwith Press Kits to be distributed to the media for extensive all India press coverage.

  20. With a view to attract the young talent to join the CS course: Display Advertisements highlighting the Cut-off dates are released all over India including non-metro / rural areas with attractive captions during February- March & August-September in leading Newspapers / Vernacular dailies. Corporate Advertisements highlighting the Role of CS are published in Special issues of Business Newspapers & Magazines as well as in Regional Newspapers / Magazines. Newspaper Supplements during Convention / CG Award are brought out for visibility. Advertisements are also published in 10+2 Reference Books/ Career Magazines. Regional Councils and Chapters may organise for display of CS Advertisements on the Notice Boards of the Schools / Colleges. Regional Councils / Chapters to ensure that sufficient quantities of Prospectus are stocked for registering students.

  21. Cost-free Electronic Media Publicity on National & Regional TV to be achieved by HQs / Regional Councils and Chapters through: Career based TV programmes & Phone-In-Programmes on National Network of  Doordarshan. DD – NATIONAL is the Number one Channel in terms of absolute viewership. It covers 92% of the population reaching out to interiors / rural / semi-urban / metros. OrganisingCareer Shows on all India Channels of E-TV & Zee TV having National & International viewership Live TV Interviews& Live Phone-in-Programmes News Reports on ICSI Events / Panel discussions Scrolls on CS Admission Cut-off dates / CS Results /major ICSI events. To enter into MOU’s with Media Houses for regular promotions through tie ups and media partnerships. CS SPOTS / ICSI ADVERTISEMENTS ON TV We plan to release CS Spots (ICSI Advertisements) on Local Cable TV Channels for which proposals may be sent to Headquarters . The CS Spots are also being dubbed in Regional languages for telecast on Regional TV Channels.

  22. Extensive use of  FM/National Radio Channels to reach far-flung areas: Cost Free LIVE Phone in Programmes / Broadcasts on All India Radio/FM Radio Channels be organised for coverage in Rural areas for example- Friends FM, Radio Mirchi, Radio City, My FM etc., “AIR FM Rainbow” the FM Radio Channel of AIR operates through 40 stations from various parts of the country including remote areas. Frequent CS Spots/Advertisements on the National Channel of All India Radio are organized by the Headquarters four times in a year during February-March and August-September to coincide with the Cut-off dates for Admission to CS Course. AIR National Channel Covers 189 Radio Stations including remote areasacross India providing maximum mileage.

  23. Regional Councils / Chapters to maintain Liaison with Industry, Ministries, Foreign Missions, Chambers of Trade, Commerce & Industry at the Regional level for image building of the profession. To Coordinate with the Industry for seeking Advertising / Sponsorship of ICSI major events viz., National Convention & Corporate Governance Award function. To maintain Liaison with various Regional bodies/centers for Corporate Membership of the ICSI

  24. Executive Officers are accountable for achieving the targets fixed for Career Awareness Programmes and Media Visibility. Regular Submission of monthly MIS may be organised covering the following details: Career Awareness Programmes Conducted during the particular month Names of Career Fairs Participated Press Conferences Organised & ICSI Counsellors appointed by the RC’s / Chapters Coverage through Print Media (Newspapers / Magazines) and Electronic Media (TV / Radio Channels) Quarterly review Meeting of the Executive Officers and Desk Officers (career Awareness) be organised by respective Regional Councils / Chapters to monitor the Career Awareness activity and Print and Electronic Media Publicity achieved. Regional Councils/ Chapters to provide feedback for selection of release of CS Spots on Regional / Vernacular/ Local Cable TV / Radio Channels.

  25. It is proposed that out of the Total Target for Career Awareness Programmes for Regional Councils / A / B Grade Chapters, at least 40 % Career Awareness Programmes need to be organized in Semi-Urban / Rural Areas. As C & D Grade Chapters are located in the Semi-Urban / Tier II / Tier III Cities / Rural Areas, the Programmes conducted by them will be treated as CAPS in Rural Areas. Total Target for Career Awareness Programmes for the year 2012 = 2370

  26. TV and Radio Commercials on Company Secretaries Course were telecast on leading TV/ FM Radio Channels With a view to creating Media Visibility for the CS Course & Profession.

  27. 20 seconds CS Spots were telecast on DD-National, DD-News, DD-Bharti and on Radio Mirchi & 30 seconds Spots was Broadcast on AIR-National during February –March 2011. • 20 seconds CS Spots were telecast on All India Channels of Zee TV, ETV, NDTV & FM Radio. • At least 8-10 Spots were telecast on each Channel for an activity period of 15 days in May - June 2011. • Spots on CNN-IBN, CNBC, IBN 7 , India News & Fever FM were telecast during August-September 2011 • With a view to creating Media Visibility, 10 seconds Spots & Astons / Scrolls on Celebrating the “11th ICSI National Award for Excellence in Corporate Governance 2011” were telecast on all 4 Channels of Network 18 (CNN-IBN, IBN7, CNBC TV 18 & CNBC Awaaz) on 22nd - 23rd December 2011.

  28. ICSI Banner with the Tagline “Enjoy position & Standing-Choose CS as your Career”, CS Helpline no. 011-4150 4444 and ICSI Web address (www.icsi.edu / www.icsi.in) was prominently displayed on the Home page of : EDUCATION TIMES WEBSITE for 15 days during February-March 2011 YUVA magazinewebsite for 30 days during May,2011 Planet Radio City FM website for 30 days during June-July 2011. FEVER FM website for 15 days from 24th August 2011 - 7th September 2011 Regional Councils / Chapters must seek opportunities for Cost-free Advertising on Internet. • Internet Advertising (Achieved Cost free)

  29. With a view to publicise Corporate Governance Week / Go Green Initiatives of ICSI, FOR THE FIRST TIME, visually attractive Posters on Student / Corporate advertisements were displayed on Panel sets of 10 Bombardier Trains of Delhi Metro running between Line II (Jahangir Puri-Gurgaon) and Line III / IV (Dwarka - Noida / Vaishali), the two busiest routes of Delhi Metro with over 12 lakhs commuters per day. The posters were on display from 8th August, 2011 for a month long activity that provided massive visibility. • ADVERTISEMENTS IN DELHI METRO TRAINS

  30. For uniformity in Brand Communication, New Year Diaries / Calendars have been designed and printed on “Go Green” theme to promote the Brand ICSI. The Diaries and Calendars were sent to all Regional Councils and Chapters for distribution amongst the corporates / dignitaries / media. Please follow the “GRAPHIC STANDARDS MANUAL” for uniform branding across India. • ICSI New Year Diary and Calendar 2012 for all Regional Councils & Chapters.

  31. Thank YouDirectorate of Public Relations & Corporate Communication

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