Introduction

Public Relations is about reputation - the result of what you do, what you say and what others
say about you.

Public Relations is the discipline which looks after reputation, with the aim of earning
understanding and support and influencing opinion and behaviour. It is the planned and
sustained effort to establish and maintain goodwill and mutual understanding between an
organisation and its publics.

Terms of PR
The following terms are used in the definition of PR:
1. 'Organisation' can be a government body, a business, a profession, a public service or
a body concerned with health, culture, education - indeed any corporate or voluntary
body large or small.
2. 'Publics' are audiences that are important to the organisation. They include customers -
existing and potential; employees and management; investors; media; government;
suppliers; opinion-formers.
3. 'Understanding' is a two-way process. To be effective, an organisation needs to listen
to the opinions of those with whom it deals and not solely provide information. Issuing
a barrage of propaganda is not enough in today's open society.

Public Relations Effectiveness:

The evaluation step in a public relations program is essential. It permits the practitioner to
assess the effectiveness of the effort, demonstrate that effectiveness to management, and plan
for future efforts. It also gives an opportunity to adjust tactics while the campaign is in
progress. All this means that competent evaluation demonstrates the value of public relations
to management.

Evaluation techniques may include impact analysis, audience coverage, audience response,
campaign impact, and environmental assessment.
Value is more important than volume in evaluating the effectiveness of public relations
efforts. The number of news releases sent to media and even the number used by the media
does not equal value in public relations. Traditionally, public relations practitioners have
measured output in terms of what was sent and used by media. But this approach doesn't
assess quality, cost-effectiveness, or opportunity for improvement. Instead, the evaluation
should be measuring changes in behaviour, attitudes, knowledge, or awareness.

Public relations effectiveness is best measured using an open-system model that takes into
account environmental factors and before-and-after comparisons. Open-system evaluation
models include effectiveness measures of administrative processes, employee publications,
media relations, and advertising.
 Company Background

TeleTalk Bangladesh Ltd is a GSM based state-owned mobile phone company in Bangladesh.
TeleTalk Bangladesh limited is a public limited company, registered under the registrar of
joint stock companies of Bangladesh. Its total shares are owned by the government of Peoples
Republic of Bangladesh.

TeleTalk Bangladesh Limited (the “Company”) was incorporated on 26 December, 2004 as a

public limited company under the Companies Act, 1994 with an authorized capital of
Tk.20,000,000,000 being the only government sponsored mobile telephone company in the
country. On the same day the Company obtained Certificate of Commencement of Business.

TeleTalk continues to engage their customers through sheer commitment of offering high
quality products and services as well as leading customer retention and loyalty programmers.
TeleTalk keeps on to be a part of the revolution that’s connecting millions of Bangladeshi
people around the world. TeleTalk was established with a specific goal in mind. As the only
government owned mobile operator and the only operator with 100% native technical and
engineering human resource base, TeleTalk thrives to become the true peoples phone-
“আআআআআআ আআআ”.
Basic objectives:
Basic objectives for which TeleTalk was formed was

1. To provide mobile telephone service to the people from the public sector.

2. To ensure fair competition between public and private sectors and thereby to safeguard
public interest

3. To meet a portion of unmitigated high demand of mobile telephone

4. To create a new source of revenue for the government.

Areas to be explored:

M-Governance is derived from e-governance refers to government’s use of information and

communication technology to exchange information and services with citizens, businesses,
and other arms of government. TeleTalk is ready to provide with the help of third party
software, mobile interactivity for the citizens of Bangladesh with m-Governance. This may
includes, but not limited to

1. Mobile based Live Citizen Reporting Solution

2. Mobile User Info bank (Database of Mobile Users of Bangladesh)
3. Agriculture information services for the farmers and also for the end users, like
product price in different parts of the country.
4. Product ID for all consumer products/ Organization.
5. Interactivity between Government and the Citizens.
Possible departments who will be directly benefited from the above services are:

1. Police.
2. Rapid Action Battalion
3. Fire Service
4. NBR
5. Agriculture Department.
6. BRTA
7. BSTI
8. BTRC
9. Election Commission
10. Health Services.

Mission & Vision:

To innovate and constantly find new ways to enhance our services to our customer’s current
needs and desires for the future. Our vision is to know our customers and meet their needs
better than anyone else.
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