a note of regret

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.

ZHK 2001

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.

ZHK 2001

F O R C E

S – SPECIALP – PSYO – OPERATIONT – TASK

ZHK 2001

To establish that:National Consensus is the key to

International Interaction

Cooperation

Support&

ZHK 2001

The ScenarioThe PlayersGround Reality The Goal

ZHK 2001

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

ZHK 2001

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.

ZHK 2001

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

ZHK 2001

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”

ZHK 2001

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.

ZHK 2001

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

ZHK 2001

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

ZHK 2001

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

ZHK 2001

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

ZHK 2001

MEDIA FRONT TO

MANEUVERING ON

Influence: Popular sentiment

Alter:

Popular perceptions

Modify: Popular opinion

ZHK 2001

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

ZHK 2001

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

ZHK 2001

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?

ZHK 2001

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

ZHK 2001

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

ZHK 2001

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

ZHK 2001

CREATIVE CONTENTS

PRESS ADS & POSTERS

ZHK 2001

PRESS ADS & POSTERS

CREATIVE CONTENTS

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:


ZHK 2001

FOREIGN MEDIA ESTIMATED COST

Rs. In Million

TELEVISION:NEWSPAPERS:MAGAZINES:

TOTAL:


ZHK 2001

NATIONAL SEMINARS AND EXPENSES

INVESTMENT CONFERENCES Rs. In Million

TOTAL:( CALENDAR OF SEMINAR AND CONFERENCES WITH ACTUAL EXPENSES WILL BE PROVIDED)


ZHK 2001

OVERSEAS SEMINARS AND ESTIMATE

CONFERENCES Rs. In Million

TOTAL: ( CALENDAR OF SEMINAR AND CONFERENCES WITH ACTUAL EXPENSES WILL BE

PROVIDED)


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:


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!!!

a note of regret

Documents

antipakistan indian

immediate challenges

diplomatic support

global implications

force external diplomatic

global ground realities

post strike scenarios

moderate state