Changing Perception of Steel Industry

Changing media perception of the steel industry : 

Changing media perception of the steel industry Debjit Rath

Goal : 

Goal To create a buzz in media – steel is the material of future – create conducive environment for growth of steel industry

What we need to know : 

What we need to know Develop an understanding of media What interests media What influences media What is their knowledge level about steel What are their sources of information What is the global/regional presence/affiliations/networking of media In order to manage perception

Media perception : 

Media perception Positive - steel consumption, an index of economic development - technology driven sector Negative - a polluting industry - part of an old economy - labour intensive - inefficient sector - hazardous - cartelisation and profiteering

Issues that interest media : 

Issues that interest media Mergers and acquisitions Crisis like coal shortage, environmental or safety hazards Policy matters – imposition of anti-dumping duties, custom duties, subsidies Price fluctuations Production trends Demand/Supply trend

New trends : 

New trends A few headlines Thyssen Krupp is thinking of a merger with Corus Shortage of hot metal further drives up prices for scrap and other metallic inputs Coke prices are at unprecedented levels Steel Exports from Khuzestan Steel Company rises Steel costs to pinch auto parts makers State firms develop new lighter steel General Steel joins China’s Baotou steel in new jv Media is getting interested in steel

Role of a communicator : 

Role of a communicator Analyse situations and issues Develop communication programmes to achieve organisational/ industry objective Create desired image for steel and the indutry

New developments : 

New developments Emergence of Asia as the focal point Scramble for acquiring coal/iron ore mines Capacity expansions Mergers and acquisitions Increasing awareness about environmental issues Strong lobbying by steel users against price hikes Emergence of steel substitutes % Share in Global Steel Production 1994 2004

Need of the hour : 

Need of the hour To strengthen the regional/global associations of steel producers Steel industry to be demonstratively more innovative and responsive to the changes To intensify community based programmes with a view to establishing a link between steel and the common man

What is lacking : 

What is lacking One voice - No formal interaction between the communicators Comprehensive communication programme Developing conviction about the necessity for the growth/expansion of steel industry

Course of action : 

Course of action Educate media - workshops - media visits to key steel organisations/ production units - develop informative media kits Building Trust - enhanced responsiveness - seek assistance from community leaders / government authorities / opinion leaders to inform general public at the time of crisis Intensifying interaction amongst steel communicators Improving the media about the need for profit generation in steel industry

What to offer : 

What to offer Increasing applications of steel R & D in steel (innovative development of steel) Developing multi-phase programme to project steel as an eco-friendly material (steel is the most recycled material in the world) Steel – a catalyst in the economic development of any nation Hike in investment in steel- implications Need for steel industry to generate surplus-reinvestment

We must remember : 

We must remember Changing perception is a planned effort that needs to be sustained over a period of time

Thank You : 

Thank You