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PRESIDENT’s MEETING WITH THE
CHAIRMEN OF REGIONAL COUNCILS &
CHAPTERS UPTO “B” GRADE
2nd & 3rd February 2012
Progress Report & Agenda
Directorate of Public Relations & Corporate Communication
IMAGE BUILDING
– Image Building Activities vide Print & Electronic Media
Publicity coupled with Career Awareness Programmes
organised by the Headquarters, Regional Councils and
Chapters in 2011, resulted in attracting more & more students
to join the course thus leading to increased student
Registration.
– A similar PR exercise is recommended for the year 2012.
– For this purpose the Executive Officers of all Regional
Councils and Chapters must play the role of Public Relation
Officers & make full use of Cost-free Print & Electronic Media
Publicity.
– Media Visibility & focussed Career Awareness in non-metro
cities were the thrust areas in 2011 & will continue to be the
same in the year 2012
– An Action Plan for creating visibility of the profession in the
year 2012 is placed for implementation all over India.
Action Plan for Career Awareness in the year 2012
All India coordinated and concerted efforts towards focused
Career Awareness Programmes in non-metro cities / remote
areas need to be collectively pursued by the Headquarters
/Regional Councils and Chapters.
• Focus areas have been identified for Conducting Career
Awareness Programmes in the year 2012 in the remote/ rural
and interior regions of different states across India in a phased
manner. (Please refer to Pages 16-17 of Booklet –II of the Agenda).
• Special Focus Areas have also been identified based on low
Students Registration to the CS Course ( Having Registration of
less than 100 students) for conducting Career Awareness
Programmes (Regionwise List has been circulated).
• Each Regional Council to target TWO STATES in each quarter
and conduct Career Awareness Programmes in the areas
identified in these States.
SPECIAL FOCUS AREAS (Having Student registration Less
than 100 )FOR CAREER AWARENESS PROGRAMMES :
Region State Areas Identified
ASSAM DIBRUGARH, NAGAON,
JHARKHAND HAZARIBAGH
EIRC
ORISSA DHENKANAL, KEONJHAR,
Himachal Pradesh BILASPUR,KANGRA,MANDI ,
Haryana AMBALA CANTT , GOHANA , MOHINDERGARH
Punjab BATHINDA ,ROPAR, ZIRAKPUR, HOSHIARPUR,
Rajasthan BHIWADI , DHOLPUR, JALORE, SRI GANGANAGAR
NIRC Uttaranchal NAINITAL
Uttarakhand DEHRADUN
Uttar Pradesh BALLIA , BANDA, DEORIA , GHAZIPUR, GREATER NOIDA, MODI NAGAR,
SONEBHADRA, SULTANPUR , UNNAO
Andhra Pradesh ADILABAD, ANANTAPUR, KHAMMAM , KURNOOL, PRAKASAM, VIZIANAGARAM
Kerala ALAPPUZHA, KOZHIKODE, MALAPPURAM,
SIRC
Karnataka BAGALKOT, GADAG, KARWAR , KOLAR, RAICHUR,
Tamilnadu HOSUR , NAMAKKAL, THANJAVUR , THENI, TIRUPUR,
Chhattisgarh AMBIKAPUR, RAIGAD,
Goa GOA
WIRC Gujarat ANKLESHWAR, PORBANDAR, SURENDRANAGAR, VERAVAL,
Maharashtra AMBERNATH , BHANDARA , DOMBIVALI EAST, PARBHANI , WARDHA , KALYAN
EAST,
Madhya Pradesh CHHATARPUR , MANDSAUR , MORENA , SHIVPURI, DHAR ,(MP)GUNA , KATNI,
NAGDA, SEONI , SINGRAUL
Steps to follow during Career Awareness
Activity for the year 2012
CAREER AWARENESS activity to
be undertaken by Regional
Councils and Chapters to be
divided into 4 PHASES
(Quarterly basis) for the entire
year.
Focus on CAREER AWARENESS ACTIVITY during
1st QUARTER (January- February – March 2012) :
The months of JANUARY-FEBRUARY-MARCH are
usually the months of examination preparation for
class Xth and XI the and also for Colleges.
It is also the time for Board Examinations for Class
XIIth therefore the Career Awareness Activity in
1st Quarter to focus on:
• CAREER FAIRS across India.
• CAPS in COLLEGES which have Annual Meets
and Exhibitions (as Schools are closed for
Exams.)
Focus on CAREER AWARENESS ACTIVITY during
2nd QUARTER (April – May –June 2012) :
Distribution of pamphlets on CS COURSE In
Schools & Colleges at the time of New Admission
Sessions in Colleges across India starting May/
June 2012.
• Career Awareness Programmes in Resident
Welfare Associations (RWAs) in Metros.
• Participation in Career Seminars organized by
National/Vernacular Publications.
• Career Awareness Programmes to be conducted
in Corporates, where CAP or educative seminars
can be organised for the benefit of the
Employees.
• Participation in Career Fairs will continue.
Focus on CAREER AWARENESS ACTIVITY during
3rd QUARTER (July-August-September 2012) :
CAREER AWARENESS WEEK-I TO BE
CELEBRATED ALL OVER INDIA DURING
JULY - AUGUST - SEPTEMBER 2012. (CAW-I)
Career Awareness Programmes to be organised
in Metros/Semi-urban/ Rural Areas.
Distribution of CS Pamphlets in schools and
Colleges during Career Fairs/Book Fairs &
Exhibitions.
Focus on CAREER AWARENESS ACTIVITY during
4th QUARTER (October-November-December 2012) :
• To organise Career Awareness Programmes in
coordination with the ICSI Counsellors to reach
Remote / Semi-urban areas
• CAREER AWARENESS WEEK- II BE CELEBRATED
ACROSS INDIA DURING DECEMBER 2012 - JANUARY
2013 (CAW-II)
CELEBRATING ONE DAY EVERY YEAR AS
CAREER AWARENESS DAY ACROSS INDIA
It is proposed to celebrate ICSI Foundation Day
(4th October) as Career Awareness Day all Across
India.
Regional Councils to conduct 5 nos. of Careeer
Awareness Programmes. Members, ICSI
Counsellors & Chapters to conduct at least one /
two Career Awareness Programmes in Schools
and Colleges across India.
The Idea behind the same is to have at least 500
Career Awareness Programmes in a single day.
No. of Career Awareness Programmes
proposed to be achieved on Career
Awareness Day
Estimated No. of CAPS on ICSI
S.No CAP to Be Organised By
Foundation Day
20
5 Nos. of CAP to be conducted
1
by Each Regional Council (4 Regional Councils x5 CAPs
each = 20 CAPs)
136
2 Nos. of CAP to be conducted
2 (68 Chapters x 2CAPs each=
by Each Chapter
136 CAPs )
Members ( 28000)
( even if 1% of the members
3 280
respond to the request sent
through Bulk Mail )
97
4 Counsellors (97 Counsellors x1CAPs each
= 97 CAPs)
Total Programmes 533
CAREER FAIRS AND EXHIBITIONS :
With a view to creating awareness about the CS
Course, the Institute organises for participation in
Exhibitions in Schools / Colleges & Education Fairs held
by reputed Event organisers all over India.
Regional Councils & Chapters should frequently
participate in :
– Career Fairs/Exhibitions organised by Schools,
Colleges & Universities (Efforts to be made for cost-
free participation; complimentary stalls)
– Education Fairs organised National / Vernacular
Publications & reputed event organizers viz. Education
Times, CII, HT Education, Rajasthan Patrika , Sakal
Media, Malayala Manorama Group, Telegraph,
Lokmat Group, Assocham, AIMA / other media
houses provide an excellent platform for visibility.
– Cost to be negotiated since ICSI is not a commercial
organization but a service organization
Team for Career Awareness
Programmes
“COMMITTEE FOR CAREER AWARENESS ”
may be constituted at Regional Councils &
Chapters.
RC’s and Chapters to extend invitation to
Council Members, Regional Council Members
and Senior Members of the profession to
address Career Awareness sessions.
PROMOTIONAL STRATEGY FOR CAREER
AWARENESS ACTIVITIES IN SCHOOLS &
COLLEGES AND CAREER FAIRS :
We need to Target 10th , 12th Students and College
Students
Conduct CAPS during Parent Teachers Meet
Interactive Meetings to be conducted with HOD’s of
Commerce Department/ School/ College Principals
Film on “ Career as a Company Secretary” sent to
Regional Councils and Chapters may be screened
during the Career Awareness Sessions.
To organise display Of Posters at Schools / colleges
University Libraries
Distribution of CS Pamphlets and Brochures during
New Academic Sessions &
Display Educative Canopies for branding
PROMOTIONAL STRATEGY FOR CAREER
AWARENESS ACTIVITIES IN SCHOOLS &
COLLEGES AND CAREER FAIRS :
Display Standees /Posters in Education Fairs &
Exhibitions
Distribution of CS Leaflets through Newspaper
Vendors.
CAPs to be conducted in PPP Centres empanelled for
imparting oral coaching to CS Students under Public
Private Partnership scheme.
Promoting online Registration www.icsi.in during
Career Awareness Programmes.
To explore the possibility of conducting Career
Awareness Programmes in Administrative Staff
Colleges present in various cities.
Utilisation of quarterly reimbursement plan of
Rs.500/- per Career Awareness Programme by
Regional Councils/Chapters
• All the Regional Councils / Chapters must make efforts
towards achieving their targets fixed for Student
Registration, by conducting increased number of
Career Awareness Programmes and participation in
Career Fairs.
• Expenses incurred towards organizing CAPs will be
reimbursed; subject to a maximum of Rs.500 (Rupees
five hundred only) per programme.
[ Being revised to Rs.1,500/- per Programme with effect from 1st April
2012]
• The expenses will be reimbursed on quarterly basis.
INCREASING THE APPOINTMENT OF COUNSELLORS
ACROSS INDIA FOR SPREADING AWARENESS IN
NON-METRO CITIES / RURAL AREAS.
• APPOINTMENT OF COUNSELLORS
The Institute appoints counsellors in those towns and
cities where there is potential for the growth of the
profession but Chapters cannot be constituted for want
of requisite number of students and members.
Counselors once appointed , act as a bridge between
the Institute and the students.
Eligibility:
• A Member of the Institute
• HOD/Professor/ Lecturer of Management, Commerce
or Law
Total Counsellors =97
• (EIRC=15, NIRC=30, SIRC=31, WIRC=20, Overseas=1)
INCREASING THE APPOINTMENT OF COUNSELLORS
ACROSS INDIA FOR SPREADING AWARENESS IN
NON-METRO CITIES / RURAL AREAS.
• There is need to increase the no. of Counsellors.
• All Regional Councils / Chapters must promote the
Scheme of appointment of Counsellors by
providing Forms and Guidelines to Members /
HODs of Commerce Department / Principals of
Schools and Colleges in different parts of the
country to become Counsellors.
• Members in remote areas be approached for
nominating them as ICSI Counsellors.
• The Counsellors may be invited by the RC’s and
Chapters to participate in all the functions
organised by them.
PRINT MEDIA PUBLICITY
Cost-free Print Media Publicity :
All India Image Building of the Institute to be
achieved through Cost-free National &
Regional Print Media Publicity by way of
publicising the CS Course & Profession through :
Career Features
Press Interviews
Press Releases &
Press Conferences across India collectively
by HQs /Regional Councils and Chapters.
PRINT MEDIA PUBLICITY
RC’s and Chapters to :
– Maintain Regular Liaison with Chief Reporters
and Business Bureaus of Regional Newspapers.
– Invite Print & Electronic Media to cover the
Programmes & Seminars.
– Organise for dissemination of Press Releases
through PTI and UNI, the leading News
Agencies for all India coverage.
– To disseminate Press Release issued by HQ on
various subjects for publication in the local
media.
– To send the Press coverage received / Press
Clippings to the Headquarters.
PRESS CONFERENCES
– Nationwide Press Meets to be organised by
Regional Councils and Chapters
coinciding with the visit of ICSI President /
Vice President and Secretary & CEO.
– Press Meets also to be organised in the
non-metro regions.
– Press Releases alongwith Press Kits to be
distributed to the media for extensive all
India press coverage.
ADVERTISEMENTS (PRINT MEDIA)
With a view to attract the young talent to join the CS course:
– Display Advertisements highlighting the Cut-off dates are
released all over India including non-metro / rural areas
with attractive captions during February- March & August-
September in leading Newspapers / Vernacular dailies.
– Corporate Advertisements highlighting the Role of CS are
published in Special issues of Business Newspapers &
Magazines as well as in Regional Newspapers / Magazines.
– Newspaper Supplements during Convention / CG Award
are brought out for visibility.
– Advertisements are also published in 10+2 Reference
Books/ Career Magazines.
– Regional Councils and Chapters may organise for display
of CS Advertisements on the Notice Boards of the Schools /
Colleges.
– Regional Councils / Chapters to ensure that sufficient
quantities of Prospectus are stocked for registering students.
ELECTRONIC MEDIA PUBLICITY
Cost-free Electronic Media Publicity on National & Regional TV to
be achieved by HQs / Regional Councils and Chapters through:
Career based TV programmes & Phone-In-Programmes on National Network
of Doordarshan.
DD – NATIONAL is the Number one Channel in terms of absolute viewership. It
covers 92% of the population reaching out to interiors / rural / semi-urban /
metros.
Organising Career Shows on all India Channels of E-TV & Zee TV having
National & International viewership
Live TV Interviews & Live Phone-in-Programmes
News Reports on ICSI Events / Panel discussions
Scrolls on CS Admission Cut-off dates / CS Results /major ICSI events.
To enter into MOU’s with Media Houses for regular promotions through tie ups
and media partnerships.
CS SPOTS / ICSI ADVERTISEMENTS ON TV
We plan to release CS Spots (ICSI Advertisements) on Local Cable TV
Channels for which proposals may be sent to Headquarters .
The CS Spots are also being dubbed in Regional languages for telecast on
Regional TV Channels.
ELECTRONIC MEDIA PUBLICITY
Extensive use of FM/National Radio Channels
to reach far-flung areas:
– Cost Free LIVE Phone in Programmes / Broadcasts on All
India Radio/FM Radio Channels be organised for
coverage in Rural areas for example- Friends FM, Radio
Mirchi, Radio City, My FM etc.,
“AIR FM Rainbow” the FM Radio Channel of AIR operates
through 40 stations from various parts of the country
including remote areas.
– Frequent CS Spots/Advertisements on the National
Channel of All India Radio are organized by the
Headquarters four times in a year during February-March
and August-September to coincide with the Cut-off dates
for Admission to CS Course.
AIR National Channel Covers 189 Radio Stations including
remote areas across India providing maximum mileage.
CORPORATE COMMUNICATION
– Regional Councils / Chapters to maintain Liaison
with Industry, Ministries, Foreign Missions, Chambers
of Trade, Commerce & Industry at the Regional level
for image building of the profession.
– To Coordinate with the Industry for seeking
Advertising / Sponsorship of ICSI major events viz.,
National Convention & Corporate Governance
Award function.
– To maintain Liaison with various Regional
bodies/centers for Corporate Membership of the
ICSI
ACCOUNTABILITY OF EXECUTIVE OFFICERS/ CAREER
AWARENESS OFFICERS FOR ACHIEVING TARGETS FIXED
FOR CAREER AWARENESS PROGRAMMES.
Executive Officers are accountable for achieving the targets
fixed for Career Awareness Programmes and Media Visibility.
Regular Submission of monthly MIS may be organised
covering the following details:
– Career Awareness Programmes Conducted during the particular
month
– Names of Career Fairs Participated
– Press Conferences Organised &
– ICSI Counsellors appointed by the RC’s / Chapters
– Coverage through Print Media (Newspapers / Magazines) and
Electronic Media (TV / Radio Channels)
Quarterly review Meeting of the Executive Officers and Desk
Officers (career Awareness) be organised by respective
Regional Councils / Chapters to monitor the Career
Awareness activity and Print and Electronic Media Publicity
achieved.
Regional Councils/ Chapters to provide feedback for
selection of release of CS Spots on Regional / Vernacular/
Local Cable TV / Radio Channels.
TO TAKE NOTE OF THE
CAREER AWARENESS
PROGRAMMES HELD ALL
OVER INDIA IN 2011 &
FIX TARGETS FOR THE
YEAR 2012.
TARGET SET & ACHIEVED (2011) AND PROPOSED TARGETS FOR THE
YEAR 2012 FOR CAREER AWARENESS PROGRAMMES INCLUDING
CAREER FAIRS
Regional TARGET SET Target TARGET FOR TARGET FOR
Councils / Chapters (2011) Achieved 2012 2012
(2011) (CAPs including (Career Fairs)
Career Fairs)
EIRC 150 98 200 10
Chapters (7) 175 104 150 15
NIRC 200 157 200 10
Chapters (30) 300 117 650 62
SIRC 250 132 200 10
Chapters (15) 300 279 350 33
WIRC 250 180 200 10
Chapters (16) 200 12 420 40
Counsellors 282
Career Fairs 76
Total 1825 1437 2370 190
It is proposed that out of the Total Target for Career
Awareness Programmes for Regional Councils / A /
B Grade Chapters, at least 40 % Career Awareness
Programmes need to be organized in Semi-Urban /
Rural Areas.
As C & D Grade Chapters are located in the Semi-
Urban / Tier II / Tier III Cities / Rural Areas, the
Programmes conducted by them will be treated as
CAPS in Rural Areas.
Total Target for Career Awareness Programmes
for the year 2012 = 2370
Regional TARGET SET Target TARGETS FOR 2012
Councils / (2011) Achieved
Chapters (2011) Coverage through Press Conferences
Print &
Electronic Media
Publicity
EIRC 25 11 20 5
Chapters (7) 25 15 40 9
NIRC 25 50 20 5
Chapters 50 122 173 48
(30)
SIRC 20 42 20 5
Chapters 20 40 88 25
(15)
WIRC 30 0 20 5
Chapters 40 15 104 29
(16)
Total 235 295 485 131
Regional TARGET SET (2011) Target TARGET FOR
Councils / Achieved 2012
Chapters (2011)
EIRC 10 1 10
Chapters (7) 15 3 19
NIRC 10 3 10
Chapters (30) 25 0 77
SIRC 5 4 10
Chapters (15) 5 1 39
WIRC 5 5 10
Chapters (16) 5 0 52
Total 80 17 227
TV and Radio Commercials on Company Secretaries Course
were telecast on leading TV/ FM Radio Channels With a view
to creating Media Visibility for the CS Course & Profession.
• 20 seconds CS Spots were telecast on DD-National,
DD-News, DD-Bharti and on Radio Mirchi & 30 seconds
Spots was Broadcast on AIR-National during February –
March 2011.
• 20 seconds CS Spots were telecast on All India Channels
of Zee TV, ETV, NDTV & FM Radio.
• At least 8-10 Spots were telecast on each Channel for an
activity period of 15 days in May - June 2011.
• Spots on CNN-IBN, CNBC, IBN 7 , India News & Fever FM
were telecast during August-September 2011
• With a view to creating Media Visibility, 10 seconds Spots
& Astons / Scrolls on Celebrating the “11th ICSI National
Award for Excellence in Corporate Governance 2011”
were telecast on all 4 Channels of Network 18 (CNN-IBN,
IBN7, CNBC TV 18 & CNBC Awaaz) on 22nd - 23rd
December 2011.
Internet Advertising (Achieved Cost free)
ICSI Banner with the Tagline “Enjoy position & Standing-
Choose CS as your Career”, CS Helpline no. 011-4150 4444
and ICSI Web address (www.icsi.edu / www.icsi.in) was
prominently displayed on the Home page of :
• EDUCATION TIMES WEBSITE for 15 days during February-
March 2011
• YUVA magazine website for 30 days during May,2011
• Planet Radio City FM website for 30 days during June-July
2011.
• FEVER FM website for 15 days from 24th August 2011 - 7th
September 2011
Regional Councils / Chapters must seek opportunities for
Cost-free Advertising on Internet.
ADVERTISEMENTS IN DELHI METRO TRAINS
– With a view to publicise Corporate Governance Week /
Go Green Initiatives of ICSI, FOR THE FIRST TIME, visually
attractive Posters on Student / Corporate advertisements
were displayed on Panel sets of 10 Bombardier Trains of
Delhi Metro running between Line II (Jahangir Puri-
Gurgaon) and Line III / IV (Dwarka - Noida / Vaishali), the
two busiest routes of Delhi Metro with over 12 lakhs
commuters per day.
– The posters were on display from 8th August, 2011 for a
month long activity that provided massive visibility.
ICSI New Year Diary and Calendar 2012
for all Regional Councils & Chapters.
– For uniformity in Brand Communication, New
Year Diaries / Calendars have been designed
and printed on “Go Green” theme to
promote the Brand ICSI.
– The Diaries and Calendars were sent to all
Regional Councils and Chapters for
distribution amongst the corporates /
dignitaries / media.
– Please follow the “GRAPHIC STANDARDS
MANUAL” for uniform branding across India.
Thank You
Directorate of Public Relations & Corporate Communication
