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About COAI
COAI is the definitive voice of the Telecommunications Industry and remains a thought leader
advancing industry positions. Constituted in 1995 as a registered, non-governmental society. COAIs
vision is to establish India as the global leader of innovative mobile communications infrastructure,
products and services and achieving a national teledensity of 100%, including broadband. The
association is also dedicated to the advancement of modern communication and towards delivering
the benefits of innovative and affordable mobile communication services to the people of India.
Objectives
COAI is inviting suitably qualified and experienced public relations agencies and consultancies to
submit proposals for engagement to develop and implement a comprehensive brand
communications plan to achieve the following broad objectives:
Strategic
Media Management,
Corporate Imagery &
driving PR messaging
Brand Building
Advocacy &
Industry Thought
Leadership
Communications
/ Crisis
Management
Media Intelligence,
Tracking and active
emergency
response support
Social Media
Management
Stakeholder
Engagement
Support
B.
Coverage
Media Relationships
User Interest
Brand Awareness
Content Planning
C.
Integrated
PR
Structure
Press
Release
distribution
Media
Handling
Media
Relations
enhancement
Community
Relations
Event
Management &
Press event
support
Media Handling
Executing story pitches to local news outlets
Assist in crafting communication messages as necessary, e.g. talking points for
media conference, responses to FAQs, holding statements, etc.
Assist with media familiarisation and relationship building programmes
Community Relations
Provide advice and support on community relations
Actively map the relevant ecosystem and schedule meetings and facilitate
engagements (Missions, Trade Councils, Government Ministries, Chambers, Relevant
Government departments, IGOs, Intergovernmental Organisations, State
Governments
Assist to review partnerships with external organizations on projects that may be
mutually beneficial
Provide feedback and suggest sponsorship opportunities
Market Research
Market studies regarding competition activities, telecom and internet insights,
consumer trends, media trends, political-economic trends & other related-industry
developments
Crisis Communications
Provide instant alerts, extensive communications, holding statements and complete
media handling support during any crisis
Keep a high alert and intelligence monitoring on potential crisis/events
To remain in full preparation with the requisite collaterals
Resource bank
Review the appropriateness / relevance of COAIs existing collaterals and messaging for
India.
Strategic counsel
Provide counsel to COAI to address key issues and build appropriate core messages.
Advise COAI on major in-market trends and announcements that are likely to impact
COAI outreach efforts in India;
Identify channels / ways that COAI can reach out to target audience;
Identify and alert COAI on special in-market events that COAI could participate in;
Identify and alert COAI on sponsorship opportunities;
Make recommendations on initiatives that will meet COAIs objectives;
In curation of messages.
Media monitoring
Provide a daily report on media reportage and market intelligence related and key
market players, as well as monthly clipping report before the fifth of each month.
Reports should be both qualitative and quantitative. The agency must have requisite
licenses and tool subscriptions and logins of the latest software.
Media engagement and outreach: Schedule an editorial calendar for news pitching / pitch
news releases to the media and secure coverage. In the absence of significant news angles,
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the Agency should advise and propose possible topics / tactics to continuously engage the
media.
Contribute editorial pieces / advertorials to be placed in targeted media
Pitch for interview slots or arrange for COAI senior management / staff in-market
Scan local media and provide relevant reports generated by activities on a monthly
basis. Summaries should be provided in English. The Agency should also submit monthly
activity reports and quarterly progress reports according to COAIs requirements. Hard
copy articles should be mailed to COAI on a monthly basis, where possible. Media
includes but is not limited to: general and trade media, online media, social networking
platforms, blogs, travel and leisure, lifestyle and business publications.
Immediately flag contentious issues and propose follow-up plans, where relevant.
Scope of Work
Essential centres for daily servicing:
1. Delhi NCR
2. Mumbai
3. Bangalore
4. Chennai
5. Jaipur
6. Kolkata
7. Indore
8. Hyderabad
9. Ahmedabad
10. Kochi
11. Pune
12. Lucknow
Activity
Details
Annual Volume/
Frequency
Messaging Document
Two
On-Going Activity
On-Going Activity
On-Going Activity
On-Going Activity
On-Going Activity
Annual plan
One
Four
Twelve
One
Four
Twelve
Daily (Mon-Sun)
Weekly
Press
notes/
Statements
Press Conferences/
Briefings
Industry stories
Relationship Building
meetings / Editors
meets
papers
Analyst Meetings
Direct
stakeholder
engagement
Government
Relations
Management
Media
audit
perception study
Create briefing document including journalist & publication profile, key messages,
FAQs, red flags etc.
Brief the spokesperson
Organize the interviews; follow-up for coverage
Identify key media to organize relationship building meetings with COAI
spokesperson/ influencer
Pitch and coordinate meetings with journalists (across news wires, newspapers,
magazines, online portals and TV channels)
Create briefing document including journalist & publication profile, key messages,
FAQs, red flags etc.
Brief the spokesperson
Organize the interviews; map next action steps
Develop positioning / research papers on industry issues
Coordinate with COAI on obtaining background information
Seek approval for drafted material
Leverage with media and influencers
Identify relevant subject analysts
Co-ordinate meetings with COAI spokesperson
Prepare advisory including analyst profile, key messages, FAQs, red flags and brief the
spokesperson
Collect analyst feedback, analyse and share it on the way forward
Submit activity report
Identify BTL agencies to help COAI in direct consumer outreach through NGOs/ RWAs
etc.
Identify influencers to be engaged for this activity
Support with media outreach in cities/ towns where feasible (through press note,
media briefings, interviews, etc.)
Arrange meeting with union ministers
The profile of government officials should not be lesser than Chief Secretary /
Minister/ Joint Secretaries and Directors, relevant.
Arrange meetings with state ministers
The profile of government officials from Municipal bodies, Department Secretaries,
Police, etc.
Pro-actively share media and activists intelligence
Identify potential red flag situations, create & execute plan to mitigate risk. Create a
rapid response to address risks including Risk Communications.
The agency should be prepared to deploy resources to provide 24X7 hrs support
Media perception audit to be done in consultation with COAI, once every quarter.
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Values for Performance Review: We run and appraise PR practices based on the following values:
Quantity
Quality
Crendentials and
Media Relationships
Scope of Work
Client List
Fee structure
on a retainer plus strategic
assignment expenses
the key contact representing our account with the time deployment? What is their
experience and role within your organization? What other accounts would this person is
handling? Who would be assisting their efforts in working with us?
How would you propose to service our account and how much time would be dedicated to
us? How would you address conflict?
Why should we choose your firm?
What are the two greatest strengths your firm is known for?
How do you recommend we measure the success of PR firm's efforts?
What reporting and communication system will you use in working with our staff to ensure a
responsive, successful relationship? Please elaborate with specifics.
What is the one idea you would implement for our company right away?
Please explain crisis management capabilities of your firm in any 2 scenarios.
Campaign ideas
The agency will be given an hour to make their presentation. 10 minutes must be spent on
a fully developed campaign/issue management (eg. Net Neutrality).
The presentation will be followed by an hour of discussion and QNA
Technical
Proposal
Network & Reach (National & International): Physical locations including addresses
of all branches and number of executive/consulting/PR staff in each branch.
Human Capital (Please provide the details of teams of each Service Area)
Team involved in strategic planning
Financial
Proposal
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COAI reserves the right to reject any or all proposals, to waive any non-material irregularities
or information in any RFP, and to accept or reject any item or combination of items
Submission of proposal
All interested firms must respond with your proposals by Friday 30th September, 2016 EOD
Important Dates:
Sr. No. Date
Activity
1.
21.09.2016
RFP Issued
2.
23.09.2016
Pre-RFP submission query/clarifications meeting
3.
30.09.2016
Last date for submission of proposals
4.
4.10.2016
Pitch Presentations
5.
5.10.2016
Pitch Presentations
6.
7.
8.
7.10.2016
10.10.2016
13.10.2016
9.
17.10.2016
Announcement of Results
Scope of work finalisation
Finance and commercials closure and vendor
registration compliance
Commencement of service
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