Financial Daily from THE HINDU group of publications
Sunday, Aug 08, 2004
Financial Daily from THE HINDU group of publications Sunday, Aug 08, 2004 |
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Telecommunications Info-Tech - Telecommunications Marketing - Advertising 4 PR agencies in race for BSNL image makeover Thomas K. Thomas
New Delhi , Aug. 7 BHARAT Sanchar Nigam Ltd (BSNL) is going in for an image revamp. The public sector company, for the first time, is on the verge of appointing a public relations agency for two years. At least four leading PR agencies - Perfect Relations, Concept Communication, DTA Consulting and Hanmer & Partner - are in the fray to give the telecom major an image changeover. Senior BSNL officials said the move was one of the steps being taken to counter competition from private sector players. Until now, BSNL's advertisement agency was doubling up as its PR agency as well. But this is not the first time that BSNL has floated a tender for appointment of a PR agency. The company invited bids from agencies last year and in May 2004. Both the tenders were scrapped later. BSNL officials, however, are confident that this time the project would go through. The bid documents from various agencies have already been opened and a team is going through the evaluation process. "With competition breathing down BSNL's neck, it was felt that there was a pressing need for the company to improve its image among the public and instil faith among the consumers," a BSNL official said. BSNL's share in the telecom market has been sliding over the last few years. Its fixed line business has almost become stagnant and some sectors have declined. Long distance calling has also received blows from the likes of Bharti and Tata Teleservices, which have weaned away STD traffic originating from cellular subscribers. In the cellular segment, though BSNL started out aggressively adding over three lakh subscribers every month, the past year has been slow owing to lack of capacity.
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