.THE PR STRATEGY TEST The challenge A UAE-based investment bank that provides debt and equity financing to energy companies (with a key focus on renewable energy and energy technology start-ups) needs to raise its profile in the financial marketplace and promote their annual investor conference. While they need to raise their profile strongly in the conventional energy market, they also need a communications campaign that can powerfully communicate the value of renewable/alternate energy and energy innovation to investors in order to position the company as the leading and most innovative energy investment bank in the region. Key communication issues faced by the bank  The bank is relatively unknown, having been just launched a year and a half ago.  There are numerous competing energy investment banks in the region’s energy markets  The financial market does not have a clear understanding of the bank’s value proposition  The firm’s conference is only in its second year and still relatively new to investors.  Their bank’s potential renewable energy/startup clients are unaware that the firm’s services are available.  The market does not know about the company’s proprietary software and its ability to quantify Intellectual Property valuation, as the software was only being used internally. Key communication objectives  Drive awareness of the firm’s brand within the financial community as well as to attract new clients/customers both in the conventional energy space (mega projects, National Oil Companies, PPPs etc) and renewable energy/start-up space.  Position the firm as a “first-mover” in identifying and financing innovative energy companies  Raise the company’s profile and position them as the “go-to” Investment Bank for energy companies  Position company executives as thought leaders within the financial industry.  Position their annual conference as the event to discover energy innovation  Drive awareness of the firm’s proprietary software. Please outline your top line strategic recommendations to achieve the communication objectives for the company. The strategy proposal should in brief particularly address the following questions:  What are the regional/local market challenges and opportunities that would have a bearing on the positioning of the company?  What is the broad communications strategy you would recommend to achieve the key objectives?  What vehicles and tactical mix would you recommend for the campaign?  Which key media would you recommend as targets for the campaign?