Taking on the role of managing Public Relations for the Central Board of Revenue (CBR), was a significant challenge for any PR firm operating in Pakistan. This was especially true in the year 2001 when CBR was undergoing a transformation, repositioning itself as a public facilitator with the aim of enhancing tax collection in Pakistan. It was during this period that CRS assumed responsibility for CBR’s perception building, and the task at hand was nothing short of monumental.

CRS approached this challenge with a comprehensive and strategic plan aimed at completely overhauling CBR’s public perception. Leveraging its formidable media expertise and resources, CRS executed a multifaceted strategy to increase CBR’s positive media presence across the board. This encompassed national, local, and regional newspapers, ensuring that CBR’s initiatives, messages, and accomplishments were effectively communicated to the public.

In essence, CRS’s approach to perception building for CBR involved showcasing the organization in a positive light, highlighting its role as a public facilitator, and emphasizing the importance of tax collection for the betterment of Pakistan. Through strategic media placements and engagement, CRS worked to reshape the way CBR was perceived by the public and key stakeholders.

In addition to perception building, CRS also took on the critical responsibilities of Crisis Management and Executive Profile Raising for CBR. Crisis Management involved preparing CBR to effectively navigate and respond to unforeseen challenges and crises that could arise in the course of its operations. Executive Profile Raising aimed to elevate the visibility and influence of key figures within CBR’s leadership, enhancing their standing as experts and leaders in the field of taxation and revenue collection.

Overall, CRS’s partnership with CBR during this transformative period exemplifies the power of strategic communication in reshaping public perception and advancing an organization’s mission. This collaboration not only helped CBR enhance its image but also equipped it with the tools and strategies needed to effectively engage with the public, manage crises, and elevate the profiles of its leadership team.