Association of Pakistani Professionals

Topic: Brand Pakistan: Developing and establishing a positive brand

Event Format: Panel Discussion & Workshop

Date: Saturday, June 3^{rd 2006}
^{Timing:

11AM – 4PM}

Venue^{:

Asia Society & Museum, 725 Park Ave at 70th Street, New York
City}

BACKGROUND

From a media perspective, Pakistan continues to struggle with negative brand perceptions that inhibit its growth potential. Dr Ishrat Hussain, ex-Governor of the State Bank of Pakistan, summed up this problem as follows:

"At the moment, there is no brand called ‘Pakistan’. What we do have are disjointed, largely negative, fragments of our country’s attributes, which form the basis for the world’s judgment…these negative images are—unfortunately—ingrained in our own minds as well, hence making our task all that much more difficult. Recent geo-political and terrorist events have rendered this image all the more vulnerable. But in conducting a SWOT analysis, we should take this geo-political baggage as a given and work around it, rather than continue to wade in areas of controversy. Successful marketing is a function of how well the strengths are used and built on. It is important for us to be aware of our weaknesses and the threats, but even more important to channel our strengths towards seizing the opportunities."

OBJECTIVES

This event addresses the reality of a non-existent or negative brand image for Pakistan as well as aims to start the development of a new positive brand image. During this event, we will (a) discuss the current perceptions and brand issues that Pakistan struggles with, (b) identify attributes that can help shape a positive brand image, and (c) brainstorm implementation program that will recognize the need for collective and sustained effort.

FORMAT

The event will be kicked off by a 1-hour Panel Discussion during which 4 distinguished speakers will share their insights into the problems we face as well as perspectives on how brand issues have been addressed successfully by others. The agenda of the 3-hour Workshop, that will follow the Panel Discussion, has been structured carefully to allow us to get feedback and participation from attendees and generate constructive ideas and action plans.

PANELISTS

Mahreen Khan

Media Advisor for Prime Minister of Pakistan

Mahreen Khan is currently a Senior Media Advisor for the Prime Minister of Pakistan. She studied law at Cambridge and public administration at Harvard and served as a legal and economic policy adviser with the United Nations Administration in Kosovo. She also hosted BBC’s Question Time Pakistan, a 50 minute weekly discussion Programme.

Kenneth Ballen

President, Terror Free Tomorrow

Ken Ballen has spent more than 20 years on the frontlines in law enforcement, intelligence oversight, crime prevention and congressional investigations. As a federal prosecutor, Ken prosecuted major figures in organized crime, international narcotics and one of the first cases in the United States involving illegal financing for Middle Eastern terrorists. Ken served as Counsel to the Iran-Contra Committee under Chairman Lee Hamilton, where he was the lead investigator for the intelligence and military aspects of U.S. support for the Contra war in Central America, and responsible for questioning key witnesses during the nationally televised hearings. Among other assignments on Capitol Hill, Ken also served as Chief Counsel to a bi-partisan Senate special investigative committee with Senator John McCain; and as Chief Counsel to the House Steering and Policy Committee for its Chairman Speaker Thomas Foley, where he directed policy initiatives on crime prevention and security, intelligence oversight and select national security matters for the U.S. House of Representatives. Ken received his J.D. with honors in 1980 from Columbia Law School, where he was an Editor of the Columbia Law Review. He is also an honors graduate of The Fletcher School of Law and Diplomacy, obtaining a M.A. in International Affairs. He received his B.A. summa cum laude from Tufts University in 1977.

Danny Schechter

Executive Editor, MediaChannel.Org

MediaChannel founder and executive editor Danny Schechter is also a founder and Vice President/Executive Producer of Globalvision, Inc., an award-winning media company formed in l987. Mr. Schechter has been a broadcast and print journalist and is an internationally recognized speaker and writer on media issues.

Ethan Casey

International Journalist & Editor

Ethan Casey is an established international journalist, editor and publicist focusing on development, politics, and public health issues in South East Asia, Africa and Haiti. He is founder of the longest-running collaborative online magazine, Blue Ear (1999-2005) and author, co-author, editor, and co-editor of 8 books. He is a frequent public speaker on media and journalism trends. His books include "Alive and Well in Pakistan: A Human Journey in a Dangerous Time" (2004), "09/11 8:48 a.m.: Documenting America’s Greatest Tragedy" (2001), "Peace Fire: Fragments from the Israel-Palestine Story" (2002), and "Bearing the Bruise: Haiti and the Brute Fact of U.S. Power 2000-2006". As a journalist he has covered Asia (1993-99; 2003-04), Zimbabwe (2000), Haiti (2000, 2004) and contributed to The Guardian, The Globe and Mail, the South China Morning Post, the Financial Times, and other publications. He is a Frequent lecturer on publishing and journalism for Columbia University’s Graduate School of Journalism, Yale, Cornell, the University of Texas, and other institutions. He has also been a weekly columnist for Pakistan’s leading English-language daily, The News, since 2004

Dominic Pulera

Cultural Diplomacy Expert

Dominic Pulera is an author and commentator who focuses on issues related to race, ethnicity, and gender. He is an internationally recognized expert on matters involving race, culture, and diversity. He is the author of "Visible Differences" (2002) and "Sharing the Dream" (2004) and his next book "Green, White and Red", a broad treatment of the experiences of people of Italian origin, particularly Italian Americans, is due to come out shortly. A periodic guest on various media shows, Pulera has appeared on radio and television programs in many major U.S. cities. His national media appearances include Book TV and "The Tom Pope Show."

Moderator

Professor Adil Najam

Fletcher School of Law and Diplomacy, Tufts University, Massachusetts

Board of Advisors, AOPP

Professor Adil Najam, from Pakistan, teaches international negotiation and diplomacy at the Fletcher School of Law and Diplomacy (Tufts University, Massachusetts, USA). His research and teaching focuses on issues related to conflict resolution and international negotiations, international public policy, global governance, developing countries in environmental treaty-making, human security, trade and development, South Asia, and the politics of the Muslim world.

During the 1980s and 1990s he was a sports reporter and political commentator (and sometimes even a political cartoonist!) in Pakistan and also an award-winning television talk show host on Pakistan Television (PTV), hosting many talk shows, quiz shows, and sports shows. He has also been a newspaper commentator on sports, society and politics in Pakistan.

ABOUT US

AOPP, founded in 2001 and comprising 500 members, is a independent organization focused on helping the US Media develop a informed view of Pakistan in particular and the South Asian region in general. We interact extensively with mainstream western media, think tanks and professionals and students organizations in the USA. Besides actively monitoring and responding to media coverage, we conduct events on media awareness and key issues facing Pakistan.