PIA shortlists firm for task of improving its image
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LAHORE: The Pakistan International Airlines (PIA) has finalised the name of a public relations and media management firm which is likely to be assigned the task of improving its image, according to sources.
In the last week of October, PIA had invited bids from companies specialising in media management, crisis management and damage control/image building. The deadline for participating in the bidding process was Nov 17, but because of poor response the airline had to extend it.
Also read :Saudi officials ask PIA to clear dues
Six companies took part in the process and three of them — the CMC, Ad Group and Mediator — were shortlisted, a PIA official said on Friday. He said the PIA management had finalised the name of one of the companies which would be given the task of improving its image, especially in the local media which of late has been very critical of it.
The name of the successful bidder has yet to be disclosed.
PIA’s spokesman Hanif Rana did not offer any comment on the issue when Dawn contacted him.
He also did not appear, even though he had committed to, on a DawnNews programme about the state of affairs in the airline, saying he did not get permission from the management.
The sources said CMC was likely to be assigned the ‘difficult task’.
Some analysts are of the opinion that PIA, facing an accumulated loss of over Rs250 billion, should concentrate on improving its services instead of wasting money on PR activities.
Flight delays and cancellations, shortage of aircraft, suspension of some international routes, overstaffing and mismanagement are some of the problems afflicting the national carrier.
When contacted, CMC Vice President Faisal Siddiqui said his company was one of those shortlisted. “The bidding was conducted in a transparent manner.
“The company to be hired by PIA will be an external arm of its PR department and will help in its capacity building.”
Published in Dawn February 21th , 2015
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Comments (58) Closed
Feb 21, 2015 10:37am
Applying fresh paint to crap does not make it better, it still remains crap.
PIA needs new fleet, a strict maintenance regime, a new approach to management, but as long as you have unions, good luck with that.
This will be another meaningless exercise.
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Feb 21, 2015 10:42am
Media management useless if the core product is dodgy, specifically:
1) Poor servcing / dirty planes
2) Unprofessional and poorly trained staff
3) Poor customer service (am still waiting for my refund 2 months after cancelled flight, PIA office said it would be with me within 10 days "Inshallah")
This is no longer an airline but a national joke / white elephant - do not waste money on PR consultants - close PIA down and spend tax payers money on economically or socially more productive activities.
If the staff are able, they will find jobs in the new private sector airlines that emerge, if not, they will find their natural roles in the job market.
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Feb 21, 2015 10:42am
The agency who will handle the PR assignment for PIA will end up as Pareshan as Pareshan International Airline is.
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Feb 21, 2015 10:47am
PIA's management is a bunch of fools. It is the bad service which is given PIA a bad name. A spinmaster can't change that image unless it's service get better.
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Feb 21, 2015 10:57am
Improve the service and automatically the image will be improved. What is the use of spending millions in the name of media management and advertisement if the service is not upto expectations.. PIA could spend the same money in improving the service.
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Feb 21, 2015 10:58am
Why doesn't PIA try improving it's service and eliminate corrupt people in the organization. That should for sure improve its image.
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Feb 21, 2015 11:05am
"The deadline for participating in the bidding process was Nov 17, but because of poor response the airline had to extend it." No self respecting company will risk their reputation!. No amount of dressing up with will change your image unless the product is improved. Only when professional managers are allowed to do their job will it improve, something which our VIP politicians will never let happen.
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Feb 21, 2015 11:13am
Somebody from the Sharif/Zardari clan must have opened a "public relations and media management firm".
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Feb 21, 2015 11:23am
Building PIA image on false legacy
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Feb 21, 2015 12:27pm
They dnt need a pr firm. They just need to get the flights at correct times
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Feb 21, 2015 12:32pm
PIA needs a major physical overhaul to regain lost market share. It is time to consider major infrastructural upgrade to induct high performance planes like A-380. PIA fleet needs a major facelift to improve PIA's image locally and abroad.
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Feb 21, 2015 12:53pm
Prime Minister Bhutto has given a very good lesson about the rights of the people, but never told about the responsibilities. Its time that nation be given a dose of what is expected of them, nothing less than hard work, commitment from the chief executive to the very bottom of the organization.
These cosmetic measure would only create more financial obligation, its time to take real measures.
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Feb 21, 2015 12:58pm
Our airline is no less but after being Modi-fied we stated getting gud news of its joining star alliance n making sm profit.
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Feb 21, 2015 01:02pm
Still they are TALKING about IMAGE and not the SERVICE. WHat mantality we have.
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Feb 21, 2015 01:18pm
Image building works with substance. Go back to noor khans model
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Feb 21, 2015 03:27pm
What if that firm also belongs to someone of their own?
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Feb 21, 2015 03:34pm
I am afraid marketing alone wont save the inefficiency, corruption and VIP-delays to which PIA suffers from. The downhill trajectory can only be reverse by firing a lot of people and bringing in genuine visionary leadership - something the whole of Pakistan has been lacking for a very very long time.
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Feb 21, 2015 03:39pm
How does a media company help with capacity building
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Feb 21, 2015 03:54pm
How these three companies the CMC, Ad Group and Mediator — were shortlisted. There should be a thorough investigation about the past performance of these companies. What was the criteria of selection & whether these companies have any direct or indirect relationship with higher ups. The general public has little trust on PIA & other government functionaries.
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Feb 21, 2015 04:08pm
If you require external services to better your image, then God help you. I remember years ago, my father always used to buy PIA tickets, considering it was out national airline. Then one day our confirmed seats were cancelled at Riyad airport just an hour before the flight because Pak Embassy staff suddenly decided to go back home for Eid. That day my father decided never to fly with PIA again.
Honestly, you guys are a bunch of idiots. If you are really serious, then give importance to every customer, instead of becoming Pakistani politicians' personal charter service, then you might have a chance. Otherwise, be prepared to sell the planes sooner or later. Learn a thing or two about this business from people who were running PIA in 60s and 70s.
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Feb 21, 2015 04:13pm
Sell it for a dollar if you have to as Shakut Aziz said once. In the west all carriers have been sold off with government earning through taxation. What's the point of keeping something that's losing so much.
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Feb 21, 2015 04:16pm
PIA needs to induct long haul planes and provide better services to passengers. Glasgow has largest Pakistani community in Scotland and there is not a single PIA flight.
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Feb 21, 2015 04:24pm
Once the word "pakistan" appears in a company's name, nothing will be able to change its image
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Feb 21, 2015 04:28pm
More parasites feeding on a dying airline.
Thanks especially to People's Party for starting the rot and PML-N for trying to find the "Final Solution" for it.
The vultures are happy again.
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Feb 21, 2015 04:41pm
Purge the unprofessional, poorly trained and poor customer service staff first, particularly the one dealing with Europe and North America! Trim the ugly fat from within, just white washing won't help!
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Feb 21, 2015 04:45pm
Instead of wasting money to improve your image PIA please work on improving your operations, run planes on time, fewer accidents and near misses, expanding service, charging competitive fares, and NOT LOSING MONEY all at the same time. If you aren't up to it get out of the business and stop bleeding our money incessantly. An airline isn't supposed to be run for benefit of employees, bureaucrats and the forces. We would rather loose all of the investment in PIA than keep adding to the loss at a colossal rate.
THE ERA OF FLAG CARRIERS AND NATIONAL AIRLINES HAS BEEN OVER FOR AT LEAST A GENERATION.
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Feb 21, 2015 05:30pm
A rat was founded on indian plane which was on way from new delhi to calcutta..the rat was chewing up electric wires, food..and you guys can also listen to the song uploaded on YOU TUBE about " RATS ON INDIAN AIRLINES"..so indian obsessed people stop worrying about PIA just focus on indian airlines.
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Feb 21, 2015 06:39pm
Is Sethi managing PIA?
Improving its image? lol
It should focus on improving its governance, operations and management.
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Feb 21, 2015 07:09pm
This is what PIA needs to do:
1. Get rid of political employees, there will be hundreds, if not thousands.
2. The above includes the management staff as well that was appointed due to politics.
3. Any staff linked to PPPML-N should be fired.
Once that is done, do the above again just to make sure. PIA will be just fine then.
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Feb 21, 2015 07:23pm
To improve the image, improve the service, get rid of political appointees, recruit pilots and engineers and induct new aircraft. Train the cabin crew how to behave and teach them some good manners.
And the most important of all, cull the CBAs, PPP and PML and who ever is there.
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Feb 21, 2015 07:40pm
Sure, go ahead and waste money on that too!!! Unless PIA changes no amount of PR can help. Stop VIP culture, have better service and management and maybe people will fly with you but as long as there are other choices PIA will remain at the bottom.
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Feb 21, 2015 08:18pm
this shows the in competency of PIA management thats why they are hiring a firm, Dear Management of PIA this is not the task of marketing or event management companies, just pick a wise white collar person from street and he will point out which areas to address and i am sure that person will do it for free .
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Feb 21, 2015 08:19pm
All these PR firms are not going to change PIA unless one changes the quality of the product!
Don't waste money, but read passengers' complaints and act on them first. It is a good beginning!
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Feb 21, 2015 08:49pm
Why the heck are you worried about the image. Improve your performance,
image will take care of it itself.
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Feb 21, 2015 08:59pm
Typical Sharif style of management. Don't address systemic issue and spend money on that and do all the gloss-over.
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Feb 21, 2015 09:02pm
Correct said. "PIA, facing an accumulated loss of over Rs250 billion, should concentrate on improving its services instead of wasting money on PR activities.
Flight delays and cancellations, shortage of aircraft, suspension of some international routes, overstaffing and mismanagement are some of the problems afflicting the national carrier."
They should hire someone to help improving their service rather.
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Feb 21, 2015 09:27pm
So, instead of tackling mismanagement, poor practices, nepotism, and corruption within the organization, they are going to waste time and money on Advertising and PR stunts.
That only amounts to changing the bandage on a wound, instead of curing the wound itself.
They could learn something from successful carriers in the region, such as Emirates and Qatar.
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Feb 21, 2015 09:29pm
For how long PIA has been dispersing money to put curtains on their wrong doings. "Shortlisting firms to improve its image"? PIA has an image???
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Feb 21, 2015 10:08pm
If you are doing your job, you dont need to hire someone to improve your image.
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Feb 21, 2015 11:46pm
I can give PIA all the advice they need. So why can't they see what they are doing wrong? Too many workers that dont give a toss. Political interference. Incompetent management. Lack of real investment. Over staffing.Hidden political agendas.Go figure.
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Feb 21, 2015 11:56pm
Performance and service needs to improve first before any firm can do an image improvement. Otherwise don't waste time and money.
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Feb 22, 2015 12:09am
Who ever the firm they choose, good luck spinning webs of lies! PIA has reached new heights already as far as corruption, lack of customer care, equipment and terrible service go!
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Feb 22, 2015 01:18am
PIA needs more than PR. It needs better Management and no free loaders on the pay roll. Plus they need to bring people who know the airline business to run the show. I fly 250,000 miles every year. I would not take PIA because of safety and performance. It is a shame that with so much technical talent around they cannot get this airline running right. Give up croniesam and run the company and company not governemnt agency.
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Feb 22, 2015 01:20am
Spend the money to point, and regard every things
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Feb 22, 2015 01:48am
Last Sunday came from Karachi to Toronto in Business class,received on of the worst service from crew member.Very rude,substandard food and top of it she allowed one of her friend from economy class to sit in Business class.
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Feb 22, 2015 01:51am
PIA has 780 staff per plane and the global average is 220. What this figure also hides is that this is per plane, operational or not and let us not forget we have a number of forty seater planes in our fleet.
No way must any new planes be inducted into PIA until we have staff numbers under control and the incompetant political appointees have all left.
To be honest I don't think we can run an airline, please close it down and spend the money saved on security for schools and some tanks etc.
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Feb 22, 2015 02:00am
Image and financial situation both will improve when every one performs his/her duty and PIA stops shipping material for free for people like Hamza Sharif and others like him..
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Feb 22, 2015 02:03am
1, Fire extra employees and useless consultants on high remuneration.
2, Train staff and expand fleet with new planes.
3, Appoint some professional expert to head the institution
4, Prevent political interference in the Department.
5, Downsize the sectors where necessary
6, Search for new profitable routs and close others.
7, Ensure punctuality of flights and provide facilities to passengers both inboard and at Airports.
Revival of the national carrier is not impossible if you observe the above points..
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Feb 22, 2015 02:06am
Hahahaha
Just another dodge to squeeze more money from PIA into the right pockets!
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Feb 22, 2015 02:15am
PIA - you don't need to hire a firm to improve your image. Implement the below and all will be resolved:
1. STOP VIP Culture
2. STOP Corruption within the organisation
3. Promote Honesty & Integrity amongst staff
4. Reward individuals based on merit and nothing else
5. Invest in new planes
If you implement the above even 50% PIA will turn a corner. Until then there is only 1 way for PIA and that's down!
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Feb 22, 2015 03:04am
PIA should pay their bill and focus on the service. No need to hire a PR firm. Saudi Arabia asked for PIA to pay their dues. It is a loser airline and no should fly on a sub standard airline....
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Feb 22, 2015 03:39am
General Raheel, can you help the struggling PIA? Only you can help PIA improve its image.
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Feb 22, 2015 06:36am
Your country leaders are crooked. U r just another crooked organization. Don't waste poor country,s money. You. Have no image to improve
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Feb 22, 2015 06:53am
The money would be better spent providing customer care training to its staff. Or in paying the ground staff to take better care in cleaning the planes.
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Feb 22, 2015 06:54am
@saf : Because all the politicians get perks like free tickets. If it becomes private, everyone will have to pay.
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Feb 22, 2015 07:22am
A piece of advise to the prospective PR firm which may get the work order from PIA. Pl undertake work on advance cash,else you land in bankruptcy, for PIA does not have money even to clear fuel bills and Saudi fee.
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Feb 22, 2015 07:57am
Privatise this MONSTER that causes 250 billion a year loss..its a liability on national exchequer..sooner the better.
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Feb 22, 2015 08:06am
PR is not matter of real facts finding. Through such state of affairs further utilization of resources is unfortunately expected. Its suggested that proper utilization of available resources, improvement required in QoS, curtailment in HR cost, rationalize revised route agreements, decentralization of R&M expense, fuel cost curtailment and rationalization.
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