A NOTE OF REGRET
ZHK 2001
This presentation was prepared with a sincere intention to keep Pakistan and its people away from the harm’s way by creating awareness of the global ground realities and mobilizing all concerned to get prepared for addressing the visible dangers ahead.
Unfortunately, a group of few people sabotaged this great initiative for theirpetty selfish interests and personal likes and dislikes.
I pledge to unmask those enemies of the state at an appropriate time!
A PROPOSAL FOROPERATION A.C.C.E.S.S.
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OPERATION A.C.C.E.S.S.A – AWARENESS of Global Geo-Strategic Scenario
C – CONSENSUS on national, regional and global issues
C – CAUTION in taking pride in our nuclear capability
E – ECONOMIC STRATEGY to be put into action quickly
S – SECURE as much diplomatic support as possible to neutralize anti-Pakistan Indian and Israeli LobbiesS – SELECTION and TAILORED use of media for
communication ZHK
2001
The speedy implementation of OPERATION A.C.C.E.S.S.
underlines the need for the immediate creation ofSPOT FORCE
to address thePSYCHOLOGICAL ASPECTS
and capitalize on POST SCENARIO
to Pakistan’s advantage.
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F O R C E
S – SPECIALP – PSYO – OPERATIONT – TASK
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To establish that:National Consensus is the key to
International Interaction
Cooperation
Support&
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The ScenarioThe PlayersGround Reality The Goal
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The Reaction and Anti – Terrorism Resolution Immediate Target – Afghanistan Possible Target – Pakistan Ultimate Target – Asia (China-Iraq-Iran)
The Event of 2001
ZHK 2001
PakistanUnited States of America /AlliesAsia ( East, South and Central )Afghanistan
THE PLAYERS
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as a MODERATE STATE or a POSSIBLE TARGET for the reasons critically analyzed, extensively debated and known to all.Asia has the clearly visible potential to turn into A WAR ZONE!
GROUND REALITY
FOCUS OF WORLD ATTENTIONPakistan has become the
ZHK 2001
To MOULD Public Opinion in USA/West favorable to Pakistan in both
“pre and post strike scenarios” by international coalition.
To MAKE the people understand what is happening globally with national, regional
and global implications.To JUSTIFY the government’s cautious
posture in War Against Terrorism
THE GOALS
ZHK 2001
To psychologically prepare the nation for immediate challenges and the predictable difficult times ahead.
THE GOALS
To COUNTER the anti-Pakistan lobbying of India and to keep it on the DEFENSIVE.
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THE HANDICAPSThe following areas of concern need to be addressed:
LACK OF NATIONAL CONSENSUSInternal Front – Political Handicap
ANTI-PAKISTAN LOBBIESExternal Front – Diplomatic Handicap
COMMUNICATION LOCKMedia Front – Interaction Handicap ZHK
2001
“PRE-STRIKE SCENARIO”EXTERNAL DIPLOMATIC FRONTHOW DID THE INDIAN/ISRAELIS PRESENT PAKISTAN?
FUNDAMENTALIST
KASHMIR DISPUTE
ISLAMIC BOMB
HUMAN RIGHTS
SOLIDARITY WITH PALESTINIAN PEOPLE
TALIBAN / OSAMA
ROGUE STATE
DEMOCRACY
INDIA PROJECTED PAKISTAN AS A “TERRORISM FRIENDLY ROGUE STATE”
HAVING “ISLAMIC BOMB” – A PERPETUAL “THREAT” TO “NON MUSLIM” WORLD
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EXTERNAL DIPLOMATIC FRONT “POST-STRIKE IMMEDIATE SCENARIO”
Diplomatically and MilitarilyFOCUSED & RESPONSIBLE
PoliticallyLiberal & Enlightened
Economically IDEALLY LOCATED ULTIMATE INVESTMENT DESTINATION
IdeologicallyModerate & Tolerant
THE GOVERNMENT’S DECISION TO SUPPORT “INTERNATIONAL EFFORT AGAINST TERRORISM”
ABRUPTLY WASHED AWAY THE ANTI-PAKISTAN INDIAN PROPAGANDA
“POST-STRIKE SCENARIO”
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LACK OF CONSENSUSINTERNAL POLITICAL FRONTHOW DOES THE WORLD LOOK AT PAKISTAN NOW?
GOVERNMENT POLICY
ETHNIC GROUPS
POLITICAL PARTIES
INTELLECTUALS
POPULAR / ELITE MEDIA
STUDENTS/YOUTH
RELIGIOUS GROUPS
MASSESS
THE REACTION OF CERTAIN RELIGIOUS, ETHNIC GROUPS
AND THEIR POLITICAL SUPPORTERS TO GOVERNMENT’S
POLICY HAS CONFUSED USA / WEST ABOUT PAKISTAN’S
PREDICTABLE NATIONAL BEHAVIOR IN THE FUTURE.
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TASK OF THE S. P. O. T. FORCEINTERNAL POLITICAL FRONT
WHAT IS IT SUPPOSED TO REFLECT?
AWARENESSOF
what is happeningAROUNDCONSENSUS ON
POLICIES & ACTIONSCAUTION IN THE USE OF
LANGUAGE & APPEARANCE
FOCUS ON COLLECTIVE NATIONAL BEHAVIOR
TO PREPARE THE PEOPLE AND THE GOVERNMENT BOTH TO HAVE A UNITED STAND ON NATIONAL AND
INTERNATIONAL ISSUES
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INTERNAL POLITICAL FRONT
How to project the government’s desire of “INTERNATIONAL EFFORT AGAINST TERRORISM WITHOUT compromising OWN ISLAMIC IDENTITY and NATIONAL INTERESTS?”
INTERNATIONAL ACTION
NATIONAL INTEREST
POPULAR REACTION
ISLAMIC IDENTITY
TASK OF THE S.P.O.T. FORCE
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MEDIA FRONT GOVERNMENT POLICY
BACKGROUND RESEARCH
RESEARCH ANALYSIS
EXPERT OPINION
MEDIA MANEUVERING
POPULAR MEDIA
HOSTILE MEDIA
NEUTRAL MEDIA
PEOPLE, NO MATTER TO WHICH SEGMENT THEY BELONG, HAVE THE RIGHT TO KNOW WHAT IS HAPPENING AROUND THEM IN A WAY THAT MAKES THEM UNDERSTAND AND REACT ACCORDINGLY –THAT IS MEDIA MANEUVERING
MANEUVERING ON
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It is necessary to PROVE that:• Pakistan does not possess any thing propagated
and branded as ISLAMIC BOMB.• Pakistan is not a TERRORIST STATE and it does
NOT support branded or non-branded TERRORISM.
• Islam has a NON-VIOLENT ANTI-TERRORIST CODE
for the CONDUCT of JEHAD and or WAR that is also incorporated or reflected in
UNITED NATIONS CHARTER.
MEDIA MANEUVERINGMEDIA
FRONT
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MEDIA FRONT TO
MANEUVERING ON
Influence: Popular sentiment
Alter:
Popular perceptions
Modify: Popular opinion
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THE PEOPLE ON GOVERNMENT POLICIES
TO RE-ASSURETo Alley:
To Negate:
To Inculcate:
Mass misapprehension, misinterpretation, popular misconception & fearsDestructive emotionalism Religious romanticism Negative radicalismModerationHealthy balanced stanceNational interest
To Manifest: The change in national & international media
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MEDIA FRONT
Through INTELLIGENTLY INVOLVING national and international MEDIA GROUPS in
OPERATION A.C.C.E.S.S. on MEDIA FRONT
for neutralization of Indian and Israeli anti-Pakistan propaganda
for attracting Overseas investment from Pakistani Expatriates and Global Strategic Investors
MANEUVERING ON
ZHK 2001
BY PREPARINGGROUND FOR CONSENSUS?
Whatever is HAPPENING TO and AROUND PAKISTANhas a CLEARLY STATED geo-strategic background.
IT IS NOT A SECRET TO HIDE!
People must be taken into confidence not only to make them UNDERSTAND but to PREPARE them for any EVENTUALITY that seems UNAVOIDABLE in the near and/or distant future.
ZHK 2001
GROUND FOR CONSENSUS?
To PREPARE the NATION for a UNANIMOUS and EFFECTIVE RESPONSE to an on-going
COVERT GEO-STRATEGIC ECONOMIC WAR!on INTERNAL and EXTERNAL FRONTS.
BY PREPARING
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Because Pakistan is passing through a very sensitive transition phase of its existence as
anACKNOWLEDGED NUCLEUSof an EXTREMELY VOLATILEGLOBAL GEO-STRATEGIC POLITICS
ZHK 2001
With the help of an independent, scientificallyengineered and centrally controlled
FIVE W COMMUNICATION STRATEGY• WHO?• Says WHAT?• To WHOM?• Through WHICH Channel?• With WHAT effect?
HOW?
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S.P.O.T. FORCE will prepare its MEDIA and COMMUNICATION MIX to reflect:• combination of STRENGTHS • balancing of WEAKNESSES • integrated utilization of OPPORTUNITIES &• collective handling of THREATS
THROUGHSWOT ANALYSIS
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TO REACHNATIONAL TARGET SEGMENTS
RELIGIOUS GROUPS
PRESSURE GROUPS
INTELLECTUALS
M E D I A
GENERAL PUBLIC
POLITICIANS
ETHNIC GROUPS STUDENTS / YOUTH
OF THESE TARGET SEGMENTS THE RELIGIOUS GROUPS, RIGHT WING POLITICAL LEADERS AND THEIR STUDENT WINGS ARE TRYING TO GIVE THE ISSUE A COLOUR OF
RELIGIOUS ROMANTICISM.
ZHK 2001
TO REACHFOREIGN TARGET SEGMENTS
INTERNATIONAL COALITION
STRATEGIC INVESTORS
REST OF THE WORLD
INDIA & ISRAEL
PAKISTANI EXPATRIATES
ISLAMIC BLOC
USA/WEST WAR ZONE
THE FOREIGN TARGET SEGMENTS NEED THE COMPREHENSION OF THE SITUATION IN SOUTH ASIA. FOR
THAT, THEIR INFORMATION NEEDS, FROM SOUTH ASIAN PERSPECTIVE, REQUIRE IMMEDIATE ATTENTION
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MEDIA AND COMMUNICATION MIXThe identification of external, internal and media fronts
demand the scientific application of the following media and communication mix:
• Research and Surveys• National and International Media Syndication• Print, Electronic and Below the Line Media• Events Management• Oral Tradition and Popular Socio-Cultural Institutions• Rural, Tribal and Unlettered Masses of Pakistan• Rural, Semi-Rural and Urban Community Centers• Love Pakistan Rallies of the Religious Groups, Ethnic Groups and Minorities• Sponsored Group and Institutional Activities for the Students and Youth• Development of Interactive Web-Sites for Information, Comprehension, Quiz and Competition.
ZHK 2001
Convincing Findings of Genuine Research.• Expert Analysis and Un-biased Opinion.• In a very Simple and Easy to understand Format.• With maps, illustrations, graphics, facts, figures and authentic references.Creating:• Awareness• Consensus
THE MESSAGEBased on
ZHK 2001
• Caution in the realm of nuclear capability
• Consolidating support to counter Indian anti-
Pakistan Lobbying.
Attracting: • Global Media Support• International Strategic Investors
THE MESSAGEConvincingly underlining
ZHK 2001
THE AUDIENCESCREATIVE CONCEPTSThe National and Foreign Target Audiences of The Message of S. P. O. T. FORCE need a very clear headed scientific psychological approach for communication and interaction with:
• Highly literate and elite audiences in the developed world
Creative Approach: Research Based
• The unlettered, uneducated people with a “fixed frame of mind”
either in their religious or political convictions, in the rural, semi- rural and even urban and semi-urban areas in Pakistan. Creative Approach: Simple and Direct
ZHK 2001
CREATIVE STRATEGYThe Creative Strategy is based on Media Maneuvering and Predominantly interactive approach:
• Research Based Content Development• National and Global Syndicate of Print and Electronic Media Men • Invisible Control on Print and Electronic Media Contents like TV Programs, Documentaries, Newspaper and Magazine articles, features, editorial and cartoons.• Interactive Involvement of Religious Groups, Ethnic Groups, Minorities, Students and Youth in our Print, Electronic and Below the line Media activities.
This Creative Strategy is clearly reflected in our presentation that follows.
ZHK 2001
CREATIVE CONTENTS
PRES
S AD
S &
PO
STER
S
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CREATIVE CONTENTS
PRES
S AD
S &
PO
STER
S
ZHK 2001
CREATIVE CONTENTS
PRES
S AD
S &
PO
STER
S
ZHK 2001
CREATIVE CONTENTS
PRESS ADS & POSTERS
ZHK 2001
PRESS ADS & POSTERS
CREATIVE CONTENTS
ZHK 2001
PRESS ADS & POSTERS
CREATIVE CONTENTS
ZHK 2001
CREATIVE CONTENTS
PRES
S AD
S &
PO
STER
S
ZHK 2001
CREATIVE CONTENTS
PRES
S AD
S &
PO
STER
S
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CREATIVE CONTENTS
PRES
S AD
S &
PO
STER
S
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CREATIVE CONTENTS
PRES
S AD
S &
PO
STER
S
ZHK 2001
CREATIVE CONTENTS
PRES
S AD
S &
PO
STER
S
ZHK 2001
Syndicated Articles, Features, Columns and Cartoons
MEDIA STRATEGYPRINT MEDIA
MEDIA STRATEGY
BILL BOARDS & DURA SIGNS ZHK 2001
MEDIA STRATEGY
BILL BOARDS & DURA SIGNSZHK 2001
MEDIA STRATEGY
BILL BOARDS & DURA SIGNS
ZHK 2001
• “FOCUS ON SOUTH ASIA” ( EIGHT EPISODES for WORLDWIDE TELECAST ) In proposed collaboration with FORBES/FOX TV - USA• “CORPORATE CONCERNS” ( 26 EPISODES COVERING DIFFERENT ASPECTS OF THE SUBJECT ) To discuss those aspects of our ECONOMY that have
been adversely effected by the post 11th September scenario
around Pakistan.
MEDIA STRATEGYELECTRONIC MEDIAAVTEK MEDIA GROUP is already working on TWO TELEVISION PROGRAMS in context with the present scenario
ZHK 2001
STORY BOARDS for the following THREE series of 32 DOCUMENTARIES are also READY for IMMEDIATE PRODUCTION:
• INVESTMENT DESTINATION PAKISTAN
• PAKISTAN’S CORPORATE AMBASSADORS
• PAKISTAN AND THE REGIONAL COOPERATION ALLIANCES
MEDIA STRATEGYELECTRONIC MEDIA
ZHK 2001
THE MECHANISM
The speedy implementation of OPERATION A.C.C.E.S.S.
underlines the need for the immediate creation of
to address the PSYCHOLOGICAL ASPECTS
and capitalize onPOST 11TH SEPTEMBER
SCENARIOto Pakistan’s advantage
HOW ?
ZHK 2001
THE APPEARANCE
IRIS S.P.O.T. LINK (AVTEK GROUP)
will work as the overt WORLDWIDE CIVIL ARM
of S.P.O.T. FORCE
Under the overall guidance and direction of the
PSY – OPS WINGof
MILITARY INTELLIGENCE
HOW ?
ZHK 2001
InvestigationReview &ImplementationSyndicate
IRIS ?
ZHK 2001
DIRECTOR LIAISON IRIS
DIRECTOR COORDINATION IRIS
DIRECTOR OPERATIONSCREATIVE
DIRAUDIO-VISUAL
MANAGERMEDIA
MANAGERPRODUCTION
MANAGER
DIRECTOR IRIS
ARTDIR
ACCOUNTSMANAGER
COPYWRITER
CREW BILLINGASSTT
COORDINATORSENIORDESIGNER
ASSTT
MANAGER MARKETING AND SPONSORSHIP COORDINATION
IRIS S.P.O.T. LINKORGANIZATIONAL STRUCTURE
ASSTT
ITMANAGER
ZHK 2001
SPOT IRIS LINK
THE IMAGE IS TRANSMITTED TO SPOT
THROUGHIRIS
FOR SUBSEQUENT COMMAND
FOR ACTION
BACK TO IRIS COMPLETING
THE SERVO LOOP
THE SERVO LOOP
ZHK 2001
A NOTE OF REGRET
ZHK 2001
This presentation was prepared with a sincere intention to keep Pakistan and its people away from the harm’s way by creating awareness of the global ground realities and mobilizing all concerned to get prepared for addressing the visible dangers ahead.
Unfortunately, a group of few people sabotaged this great initiative for theirpetty selfish interests and personal likes and dislikes.
I pledge to unmask those enemies of the state at an appropriate time!
The Entire Campaign will be developed on the basis of • Self financing.• Supervising body will provide back up support & patronage.
The proposal will have value added • Concepts• Contents• Promotional Products. More than 80% of the campaign will be financed by the public & Private sectors sponsors generating sufficient funds To Cover
the expenses on Non-value added contents and concepts.
FINANCIAL STRATEGY
ZHK 2001
FINANCIAL STRATEGYOBLIGATIONS
It is expected that more than 80% of the value added creative contents (Print & Electronic media messages, radio & television programs/ documentaries, billboards, hoardings & country features in foreign print media) will be sponsorship based.
This is an area where we do expect covert but effective support of S.P.O.T. Force with the following understanding to meet the financial requirements:
• Initial funding• Sponsorship Backup• 50% advance• Profit Sharing ZHK
2001
HEADS AND SUB HEADS OF THE COST ESTIMATES FOR PRODUCTION, RESEARCH, ADVERTISING AND PUBLIC RELATIONS:
PRODUCTION ESTIMATED COST
Rs. In Million
32 TV DOCUMENTARIES: TV COMMERCIALS:PRESS ADSTRANSLATIONS/SEPARATIONS:
TOTAL:
FINANCIAL STRATEGYCOST ESTIMATES
ZHK 2001
NATIONAL MEDIA ESTIMATED COST
Rs. In Million TELEVISION:NEWSPAPERS:MAGAZINES:
TOTAL:
FINANCIAL STRATEGYCOST ESTIMATES
ZHK 2001
FOREIGN MEDIA ESTIMATED COST
Rs. In Million
TELEVISION:NEWSPAPERS:MAGAZINES:
TOTAL:
FINANCIAL STRATEGYCOST ESTIMATES
ZHK 2001
NATIONAL SEMINARS AND EXPENSES
INVESTMENT CONFERENCES Rs. In Million
TOTAL:( CALENDAR OF SEMINAR AND CONFERENCES WITH ACTUAL EXPENSES WILL BE PROVIDED)
FINANCIAL STRATEGYCOST ESTIMATES
ZHK 2001
OVERSEAS SEMINARS AND ESTIMATE
CONFERENCES Rs. In Million
TOTAL: ( CALENDAR OF SEMINAR AND CONFERENCES WITH ACTUAL EXPENSES WILL BE
PROVIDED)
FINANCIAL STRATEGYCOST ESTIMATES
ZHK 2001
RESEARCH, PUBLICATIONS & BELOW THE LINE ADVERTISINGHEADS OF EXPENSE FEE COST
TOTAL1. a. Research/Survey b. Syndicated content placement c. State Management Review d. Pak Investment Review e. Media Kits f. Investors Kits g. Road Shows h. Media Monitoring , Evaluation and Review
TOTAL:
FINANCIAL STRATEGYCOST ESTIMATES
Rs. In Million Rs. In Million Rs. In Million
ZHK 2001
The Last Word
ZHK 2001
All Great Ideas, For Their Success, Need
• Character
• Honesty
• Purpose
I think majority of the people involved in this project
LACKED ALL OF THE THREE!!!