ASSIGNMENT#5

PR Plan for ESSOs Trace of Time and Place in Pakistan Course Title Public Relations & Event Management Submission Date 22nd July 2011 Submitted To Ms. Mahlaqa Saeed Submitted By: Group 7
Zeeshan Hyder Magsi Muhammad Bilal Khurram Muhammad Taqi Hussain Saad Ahmed

Strategy:
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The main benefit of the campaign for Esso is that it has improved the companys standing with opinion formers. They have been able to target them and show that they are supporting something that can make a real difference. Research is fed in to inform what we do in the future. There is a master activity plan which lists the four main objectives of the campaign, which includes details of what partners are doing to support each one. Ketchum is accountable, and there are measures to assess whether we achieved what we said we would. Esso has also used involvement with the campaign to motivate staff. Everything is covered in the staff magazine, and staffs have worked with organizations close to where they are based. It has made the partners look at long-term benefits of their activities and connect them to a strategy rather than just short-term actions. However, some organizations are shy of losing their own corporate identity by joining together with others. Esso sees itself as making it possible for the partners to deliver co-operative projects. Some of the organizations involved have never worked together before. The partners drive the campaigns and deliver the projects and Esso funds that, including literature and PR support. Activities are not usually branded as Esso events, to avoid alienating people.

Target audience in Pakistan:

The target audience for Esso in Pakistan would be the following: Launch the campaign to environmentalists, business leaders and also the politicians. Launch the campaign to the general public Promote opportunities to the individuals.

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Mr. Khan Senior General Manager - Media Relations ESSO Pakistan, Karachi. PRESS CONFERENCE ANNOUNCEMENT Press Conference Date Time Venue SUBJECT 22 July 2011 10 a.m. Karachi Press Club Launching campaign of Trace of time and place in Pakistan

Whats the better way to spend the July and August Holidays than going for a walk in the woods? And that's what Esso's Trace of Time and Place campaign is all about - encouraging everyone to enjoy planting the seeds throughout Pakistan to make the environment go greener and also help in reducing the carbon elements within the environment. Starting next week (Sunday June 24 2011), and running throughout July and August, the Esso Pakistan has organized loads of activities across the country to make a change through such activity which will not only help Pakistan to compete with the environmental changes and also develop awareness within the people of Pakistan for taking responsibility for the making the change. Speakers: Introductory speeches by: Ms. Jenna Mack Country Manager ESSO, Pakistan Mr. Amjad Khan Federal Minister for Agriculture, Forestry, The Environment and Water Management Ms. Kiran Ghauri Environmental Expert Lunch:
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On Sunday, 22 July 2011, at 12.30, participants are invited to a lunch hosted by the ESSO at the Press Club. The conference, the panels and the field trip of people will be open to the media. For further information, please consult the ESSO Pakistan website: http://www.esso.com/pakistan On this website, the final conference program can be found, as well as in the coming days the key questions to be discussed during the conference. Furthermore, the website also provides details and practical arrangements. Contact: Mr. Khan Senior General Manager - Media Relations 0092-021-300-1234567 Khan@pk.esso.com

PRESS RELEASE
ESSO launches campaign of Trace of time and place in Pakistan
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Karachi, July 22, 2011 ESSO Pakistan is planning event Trace of time and place by combing its staffs personal interests in responsible ecology with expertise, environmentalist, horticultures and common people in an event to become the first multinational business company in Pakistan to start such an event where seeds of the Trees are planted throughout Pakistan and this event will be starting from Karachi. Country Manager Ms. Jenna Mack states, "We have taken extensive steps to reduce our companys carbon footprint and are educating our clients, partners, common people and employees on the environmentally friendly options such as planting the tress around them to help in reducing the carbon elements in the environment. About ESSO Pakistan ESSO is an international trade name for Exxon Mobil and its related companies doing this operation in Pakistan from more than a decade. As an integrated energy company, we explore for, produce, refine and market products essential to society. Whether it's finding oil and gas, making and selling high-quality petroleum products, or investing in innovative research, our business contributes to Canada's quality of life and energy future. For more information on ESSO Contact: Mr. Khan Senior General Manager - Media Relations 0092-021-300-1234567 Khan@pk.esso.com For more information on ESSO Pakistan, please visit http://www.esso.com./pakistan

Targeted media for the Press coverage:

We use here different type of media for our client. Such as:
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1. Print Media Daily Down Time News Jung newspaper

2. Broad Cast Media CNBC GEO News Down News

3. Website like Google Facebook Yahoo

Reason for targeting these media is that our most of the targeted audience read, watch and visit regularly the websites as mentioned above. Through these media we can achieve our strategic goals. Following category of the media will be targeted for the press coverage:

Suggested PR Activities as follow up to Press Conference:

We can do several activities as follow up to press conference

Media relations
Communicating with all the journalists who attended the press conference, as a PR manager we can have meetings with those journalists and keep on taking feedbacks

Corporate Philanthropy Recognition of corporate obligations and responsibilities to communities by making monetary and other contributions to charitable organizations. External Communications Controlled and uncontrolled messages disseminated in the mass media as well as other communications media, including pamphlets, brochures, non-broadcast videos, speeches, etc.

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