Management Development Institute, Gurgaon

MANAGEMENT DEVELOPMENT INSTITUTE, GURGAON

Inviting Expression of Interest from PR Agencies for Enhancing Media Relations and Visibility of MDI:

MDI invites expression of interest from leading PR agencies to further promote the Institute’s image and brand nationally and globally.

The technical/capability and the financial quote should be submitted separately in properly marked and sealed envelopes. These have to be sent to The Registrar and Secretary, Management Development Institute, Mehrauli Road, Sukhrali, Gurgaon – 122007, Haryana. You may send your queries if any to [email protected], 0124-4560396.

The last date for submitting the proposal is 5 March 2013.

Technical Details and Financials: Please provide the following:

Technical Details

1. Agency profile including profile of core leadership team and the account lead who will be accountable for the daily running of the MDI account. A local office at Gurgaon from where the account team can operate will be preferred. 2. Exhaustive Client List (past and present), mention education accounts, if any, separately with details.

3. Print media coverage of any two of your clients during the last one year.

Financials

 Payment options – Retainer rates on quarterly basis (as per the Annexure – Communication Objectives and Deliverables)

 Incentive-based payment – MDI would like to explore the possibility of a reward/ penalty proposition with regard to a portion of the overall project fees which is linked to outcomes.

MDI reserves the right to reject any proposal without assigning any reason (s) thereof.

1 Annexure – Communication Objectives and Deliverables

About MDI

MDI Gurgaon is a reputed Business School that ranks amongst the top B-Schools of India. MDI has the distinction of being the first internationally accredited Indian B-School. It has been accredited by South Asian Quality Standards (SAQS). The long-term Education Programmes are accredited by Association of MBA’s (AMBA) U.K. MDI’s 48 substantive collaborations with institutions across the world, offering opportunities for exchange of students and faculty, collaborative programmes and exchange of knowledge and co designing the future of business education make it the most internationalized business school in the country.

The Institute excels in management education; high quality research, executive development, and value added consulting. As a B-School, MDI is involved in the following activities:

 Teaching in long duration Post Graduate Programmes/ Executive Graduate Programmes

 Executive Development/ Continuing Education Programs

 Research and

 Consultancy services

Having established its footprint worldwide, MDI’s vision is to become one of the top business schools in the world. We now aim at focusing on global citizenship and developing sustainable business models. MDI-International Summer University 2013 is a small step in this direction. For details, Please see our website: www.mdi.ac.in

Role and Responsibilities of PR Agency

The agency is required to create greater awareness of each of these activities among relevant stakeholders both nationally and internationally in consonance with the vision and mission of the Institute. The relevant external stakeholders of MDI include - CEOs and top management of companies, HR managers, relevant Government/Regulatory Bodies, Ranking Agencies, alumni, students, prospective students and their parents etc.

The agency will be responsible for providing media coverage in Print Media (leading English dailies, business papers and business magazines), Electronic and digital media including TV and Radio. Support for Online Media comprising online portals and Social Media is also expected. However, these will not be considered for the purpose of evaluation of the PR Agency.

The specific job responsibilities would include:

2  The agency will be responsible for getting media coverage of any initiative/ event/ activity at MDI, achievements of faculty and students in the form of stories and write-ups. It will also create press releases and regular answers for journalists’ queries. The agency will also prepare responses to media queries in consultation with MDI.

 The agency will ensure that the coordinating person from the agency will be present in person to facilitate journalists visiting the Institute for events, interviews, relationship building meetings etc. and make sure that these are effectively and professionally managed.

 In case of Print media, it would include only the parts where MDI has been covered/ quoted. These would include quotes and interviews of the Director/Deans/Faculty/Students and stories on MDI. The evaluation of the agency will be only based on the coverage in the leading English newspapers and magazines and reputed publications. Vernacular press and other not so relevant publications will not be considered for this purpose.

 In the audio-visual medium, MDI expects the agency to ensure a minimum coverage on national news and/or business channels for every major event aimed at enhancing the image of MDI.

 The faculty and research scholars in MDI regularly publish articles/ research papers in leading national and international research journals. The agency will make these media friendly and ensure publication of the same in the leading national/ international newspapers and business magazines. Syndicate articles may be planned regularly. For the purpose of evaluation, publications of the faculty members on their own will not be considered.

 The agency will not only be responsible for Image building of the Institute but also manage crisis (misinformation, miscommunication and negative publicity), in case if there is any, in consultation with the Institute.

Deliverables

Following are the specific deliverables expected from the agency:

 One major story every month - in two- three Newspapers ( national coverage) and one Business Magazine

 Two- three Syndicate Columns/ Articles every month

 One Audio-visual coverage in the form of a story

Business Development Team for MDI

We expect a core leadership team on the MDI account comprising people, who are accountable for the planning and the achievement of the above mentioned coverage towards building brand MDI.

3 However one person, fully dedicated to MDI account will be responsible for the daily running of the MDI account and will also be expected to interact regularly with the Chairperson - Corporate Communication at MDI. The person can be located at MDI for better interaction. MDI will provide space for the same.

Performance Evaluation: Performance will be evaluated and reviewed at the end of every quarter. While MDI believes in rewarding the work done well, lapses in terms of not providing timely media coverage, non-responsive attitude or irresponsible behavior will be taken seriously and may call for re- evaluation of contract from MDI’s side. In case of repeated lapses, MDI has the right to penalize the agency or consider terminating the contract.