PR Perfection: Starting from Scratch!

Hina Aslam
May 26, 2016
3 min read

It is silly to think about letter writing in this text-crazy world but I have always been fond of, now a vintage skill, letter writing. Having pen pals since childhood, Pakistan Post has always been the one which made this experience easier and joyous. So, when we chose Pakistan Post as our PR client, I felt it was my turn to pay back for all the work this institution had done for me in all the past.

The first hand written draft of our firm. The moment where it all started!

Being the CEO designates to 24/7 supervision and looking over all the operations being executed by the team. This responsibility basically describes my nature in every group project so I have been on my foot from being present on every client meeting to literally collecting all the content at one place. Initially I worked on the brief of our client followed by the situational analysis. Among the PR products creation, I mostly worked for media relations, corporate publication and digital archives section. The aesthetics and creativity of advocacy kit was my design followed by its gif creation for the website. The sudden surprise and joy on our faculty’s faces was all the reward I needed for myself.

Sir Faran , hours after Papyrus Communication delivered him the advocacy kit.

The timeline of stamps under the digital archives section reflecting Pakistan Post’s journey since its establishment is my creativity. While working for the digital content of our campaign, I prepared AV boards for 2 videos as components of ‘Daakia Diaries’. The online conversion of our Stamp Book under the corporate publications was handled by me as well. Web development has never been my area of expertise but I learnt in this project and contributed in its creation. At the semester beginning, I had a single folder named PR on my laptop and by the end of it I had folders and subfolders with more subfolders having our products organized.

Minahil, Farheen and I were at the printing shop. In the middle of the night.

This journey for the project had its ups and downs at balance. Being an old organization with apparently no marketing department had its setbacks for us. We had to recreate their logo from scratch as their website was obsolete. Lack of resources for the digital content lead us to re-shoot. The most prominent problem throughout our project was the unwillingness of most of their officials to change with the fast pacing world and blaming the government for every impediment. That environment made difficult for us to gain research for our analysis. But, having such meetings prepared us for stepping in corporate sector and shaped us to deal with not only fancy clients but also low budgeted struggling clients.

Looking back at all our collaborative outcomes, I feel nothing but pride. The beginning had anxiety which was later on transformed to hard work and brainstorming strategies which lead to quality outcomes and finally this feeling of accomplishment and professionalism. My team had 6 members and each was proficient with a talent different to others. The essence of team work and our versatility lead Papyrus Communications this far. Bundle of excitement, countless failures, reoccurring glitches, diligent determination and on a whole a great experience is what this journey gifted me!