Introduction

Pakistan Bait-ul-Mal (PBM), an autonomous body, set up through 1991 Act, works under the umbrella of Ministry of Social Welfare and Special Education. PBM is considerably contributing toward poverty mitigation through its various poorest of the poor focused services and providing assistance to destitute, widows and orphans, invalid, infirm and other needy persons, as per eligibly criteria approved by Bait-ul-Mal Board. National Zakat Foundation (NZF-defunct), providing institutional grant and assistance to non government organisations (NGOs) since 1982, was merged into Pakistan Bait-ul-Mal (PBM) with all its operational parameters and functional responsibilities in March, 2001. The concern was broader and extensive participation in welfare projects carried out by NGOs at national level. The merger resulted in formulation of a new policy, relating to ongoing assistance and future charter of PBM under new administrative and financial responsibilities. The policy was devised by adopting a participatory approach i.e. holding consultative workshops and meetings with potential stakeholders, NGOs and the Ministry. After extensive consultations, Bait-ul-Mal Board (BMB) approved the policy in September 2002. Since then, the various changes/modifications approved by the BMB are being incorporated in this edition.

Mission
To provide social protection to the poor marginalized segments of the society.

Vision
To ameliorate teaming millions of the country through focus on rehabilitation Transparency and reaching the deserving would be the hallmark of implementation strategy.

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Objectives
Financial assistance to the destitute, widows, orphans, invalids, infirm and other needy persons with emphasis on rehabilitation

Educational assistance to needy orphan and stipends for the outstanding, nonaffording students for higher professional education

Residential accommodation and necessary amenities for the commendable Free medical treatment for needy sick people, set up free hospitals and treatment centers for the poor

Financial aid to charitable institutions including educational & professional setups Sponsor and promote self-employment schemes. Any other purpose approved by the Board.

Bait-ul-Mal Board
Pakistan Bait-ul-Mal is a Corporate Body, administered by a Bait-ul-Mal Board. The composition of the Board is as under: Ex-Officio Chairperson; Secretary Ministry of Social Welfare and Special Education. Managing Director; member. Five Non-Official members, one from each Province and one to represent Capital/Northern Areas / AJK. (at least one Non-Official member will be a woman)

Three Official Members - One representative each from Ministry of. Religious Affairs, Zakat & Ushr. Minorities Affairs. Finance.

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Salient Features

Institutional Support for Persons with Disabilities, Orphans, Destitute, Elderly & Juveniles (Strategy-I)

Financial Assistance to Orphans (for health, education and training) (Strategy- I.I) Grant for Cataract Operation of the Poor & Needy (Strategy-II) Innovative Pilot Rehabilitative Project (Strategy-III)

Institutional Rehabilitation Policy

Strategy-I
Institutional Support for Persons with Disabilities, Orphans, Destitute, Elderly & Juveniles The institutions, providing welfare services to the above-mentioned vulnerable segments of society, are financially supported up to Rs.5 million once in a financial year in capital cost sharing basis. Grant up to Rs.0.2million without cost sharing can be given to NGOs for rural based projects. These institutions are supported for broadening the capacity of existing project or initiating a new one. Grant is given for construction, purchase of equipment (medical / training), purchase of vehicles (use of disabled persons) and furniture in following fields: Health Vocational Training Orphanages Special Education/Treatment & Rehabilitation of Disabled

Grant for purchase of vehicle is provided to the NGOs working for disabled persons, provided that these vehicles are used for providing direct services to the disabled persons. Strategy-I.I

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Financial Assistance to Orphans (for health, education and training) PBM provides grant for projects aimed at social uplift of vulnerable groups especially orphans & destitute children. Grant covering capital cost of orphanages is provided in strategy-I. Whereas, Strategy-I.I caters for individual rehabilitation of orphans covering their expenses in the fields of; Health Education Vocational Training

All this is in the form of annual grant up to Rs.1million per registered orphanage. The maximum limit of grant per orphan is Rs.25, 000/-per annum. Grant for the second year is given after satisfactory utilization of previous grant. Accounts in this respect can be inspected at any time by PBM authorities

Strategy-II
Grant for Cataract Operation of the Poor & Needy Cataract is one of the most common eye diseases among general public. A mechanism has been devised for providing proper professional medical treatment to such disease, in cooperation with some leading NGOs/hospitals, already providing eye care facilities in the country. PBM has fixed certain criteria for nominating a centre as Free Designated Centre on the basis of infrastructure, equipment, human resource, services etc as mentioned in the application form. The technical committee has fixed cost on cataract operation at the rate of Rs.2, 000/- per patient. The grant is given on quarterly basis, after the NGO reports the amount expended on such operations. Cost of laboratory test (if required) is also included in it. However, post operation medicines are not included. Over & above the cost fixed by the Technical

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Committee, any other expenditure shall be borne by the NGO and nothing is to be charged from the patient. In case, the patient is charged, the contract shall stand cancelled. Every NGO will ensure that the items used in the operation are of certain standard. The NGO will not use any sub-standard item including IOL, during surgery. On the same lines, grant shall be given to patients of other diseases, subject to individual approval of case by BMB.

Strategy-III

Innovative Pilot Rehabilitation Project

PBM offers partnership to NGOs for Flagship projects that have a large, nationwide scope. The interested / applicant NGOs / institutions must have their own nationwide network or collaboration with other NGOs, throughout Pakistan. The share in capital cost between PBM and NGO would be at 75-25 ratio; whereas, for recurring expenses (salaries of staff & rent of building) it would be on sliding scale basis as under:

Year 1st year 2nd Year 3rd Year

PBM share (%) 75 50 25

NGO Share (%) 25 50 75

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The financial details of the proposed capital cost, time, physical work etc, must clearly spell out the proportion of capital and recurring expenses by PBM and NGO respectively for each year. It is the responsibility of NGO to develop resources in the initial period, to meet the recurring expenses after the collaboration period is over, the arrangements must satisfy PBM. After the completion of period of five years NGO will sustain the project on self help basis The maximum grant provided by PBM is Rs.27 million. Grant for construction of building is released in three equal instalments. In case of improper utilization of PBM grant in aid further payment will be suspended. PBM will recover the whole improperly utilized amount from securities/guarantees/encashment of performance bond and finally NGO will be blacklisted. The proposed project must address not only immediate needs of the target group, but ensure their rehabilitation by making them self sufficient and contributing towards the society.

Projects
PAKISTAN SWEET HOME

SPECIAL FRIENDS

LUNGAR PROJECT FREE SKILL DEVELOPMENT AT ZIA SIDDIQUE FOUNDATION

JINNAH BURN SURGERY CENTRE

OTHER NEW INITIATIVES - AT A GLANCE

INDIVIDUAL FINANCIAL ASSISTANCE (IFA) CHILD SUPPORT PROGRAMME (CSP)
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INSTITUTIONAL REHABILITATION THROUGH NGOS \ CSW NATIONAL CENTRES FOR REHABILITATION OF CHILD LABOUR (NCRCL) VOCATIONAL TRAINING CENTRES (VTC) FOOD SUPPORT PROGRAMME (FSP)

PAKISTAN SWEET HOME

As the name implies, Pakistan Sweet Homes mean the children who are living in these centers shall be nice, intelligent and well-groomed. Pakistan has very rich tradition of providing care to Orphans and children without parental support. Since signing of the Convention on the Rights of the Child in 1989, Pakistan has taken various initiatives for fulfilling its obligations. PBM Act-1991 (as amended) Clause 4 (d) speaks that the money in the Bait-ul-Mal shall be utilized to provide residential accommodation and necessary facilities to the persons specified in clause-4(a) i.e. destitute and needy widows and orphans etc. Pakistan Bait-ul-Mal, therefore, has decided to establish

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Orphanages at Divisional level. In this regard 40 Orphanage centres will be established having accommodation of 100 children each.

As pilot, 13 Sweet Pakistan Homes (Orphanages) have been established in the following districts:-

KHYBER PUNJAB 1) Rawalpindi 2) Multan 3) Bahawalpur SINDH PAKHTUNKWA (KPK) 1) Islamabad 1) Larkana 2) Nawabshah 1) Mardan 2) Abbottabad 1) Quetta (Sihala) 2) Muzaffarabad 3) Gilgit BALOCHISTAN ICT/AJK/NAs

3) Mirpurkhas 3) Mansehra

Before Joining Orphanage

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After Joining Orphanage

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SPECIAL FRIENDS To provide a wheel chair to all those who are disable and cant move is a challenge which

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Pakistan Bait al Mal has taken. In this way we can give respect, honor to those who are disabled and they can do wonders by getting it.

In the history of Pakistan, firs time a family that consists of 02 or more disabled has been given status of Special Friend of PBM. Which mean, now this family would be legally authorized to get Rs. 25000/- rupees per-annum from PBM and also wheel chairs, hearing Aid, white canes & artificial Limbs if needed

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Thousands of White Canes Dozens of Hearing Aid equipment Hundreds of Artificial Limbs have been provided free of cost through different hospitals of Pakistan.

So far PBM has distributed thousands of wheel chairs throughout Pakistan besides cash assistance of millions of rupees.

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LUNGAR PROJECT Introduction

As provided in PBM Act 1991(Amended)-Chapter-II, Clause-3(4), Pakistan Bait-ul-Mal is working for provision of assistance to needy persons, either in the shape of amount or kind. Most of the patients and their attendants, who come from far flung areas for treatment in Hospitals, belong to poor families. These helpless attendants are in need of basic necessities like food etc. PBM Management has, therefore, decided to launch lungar Project for the poor attendants of patients in 200 designated Hospitals throughout the country (at least one in a District).

Objective Mitigating the suffering of attendants of poor patients

PBM decided to intercede to reduce their miseries through providing food in the evening at hospitals with the Budget of Rs. 3 (m) each. In following Districts, lungar has been
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started on pilot basis.

Provincial/Regional Headquarters

Sr. PUNJAB SINDH No.

KHYBER BALOCHISTAN PAKHTUNKWA

ICT & AJK

GILGIT BALTISTAN

1 Rawalpindi Larkana Bahawalpu Mirpur 2 r 3 Lahore Shah 4 Faisalabad 5 Multan Khas Nawab

Abbottabad Mansehra

Quetta

Islamabad Muzaffarab

Gilgit Skardu

ad Mardan Peshawar

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In 2nd Phase the program shell be replicated across the country, at district level

FREE SKILL DEVELOPMENT AT ZIA SIDDIQUE FOUNDATION

Free skill Development Courses for Orphans & Ultra Poor at Zia Siddique Foundation

PBM and ZIA Siddique foundation jointly started a project for eliminating unemployment and enhancement of technical and professional skill

DESCRIPTION Total pass out trainees granted @ Rs. 7,000 / trainee 188+315 = 503

AMOUNT 3,521,000

Amount released to ZSF for 500 trainees @ Rs. 3,000/ trainee

1,500,000

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JINNAH BURN SURGERY CENTRE Objectives

Setting up of state of the Art, 65 bedded Burn and Reconstructive Surgery Centre in the premises of Jinnah Hospital Lahore

Components

65-bed centre equipped with state of art facilities in line with the international standard

5-Storey building with covered area of 160,200 sft

Establish Burn Management Protocol System.

Inventory Control System & Management Structure.

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Research Laboratory for Skin alternatives

Academic Block for Training & Research

Automation / Computerization for effective inventory and financial management

Plan

Modern equipment / furniture

Construction will be completed during current year Total cost Rs. 1.240 (b), PBM share 50% PBM released Rs. 260 (m). Remaining funds will be released on special allocation by Ministry of Finance

77% construction work completed

Benefit Reduce the mortality and morbidity of burn victims significantly Beneficiaries 2500 households annually

OTHER NEW INITIATIVES - AT A GLANCE

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Launching of Special Nutrition Package

Bone Marrow Transplant Unit (BMTU)

Out-reach programme for poor patients

Jahez package for orphan girls

Activation of PBM Special Friends Park for the amusement & welfare of the disabled at F-9, Islamabad

Complimentary Lunch Boxes

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1: Individual Financial Assistance (IFA): Through Individual Financial Assistance (IFA) the poor, widows, destitute women, orphans and disabled persons are supported through general assistance, education, medical treatment and rehabilitation. Currently PBM is addressing 70,000 deserving beneficiaries throughout the country with annual budget of Rs 1 billion. Since inspection (1992) an amount of Rs. 4990 (m) has been disbursed. 2: Objectives: Fulfilment of immediate need of the poor

Medical treatment of major ailments and disabilities of the poor patients Education stipends to deserving and brilliant poor students of educational and technical institutions in the Public Sector.

Economic empowerment through rehabilitation.

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CHILD SUPPORT PROGRAMME (CSP)

Introduction
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An add on Conditional cash transfer Programme Piloted in 03 districts ( Tharpakar, Bhakkar & Kohistan) Now up scaled in 08 additional districts across the country Continued technical collaboration of the World Bank

Objectives To promote primary school education and reduce dropout ratio by providing additional resources to ultra poor families for sending their children to schools Beneficiaries Incentive in the form of cash transfers (On Quarterly Basis)

Amount of benefit: Rs. 300/- per month for one child Rs. 600/- per month for two or more children An amount of Rs. 57.29 (m) has been disbursed among around

12000 households beneficiaries having 35,700 children.

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Future Vision

After successful evaluation of the pilot, CSP will be scaled up in 53 districts across the country in year 2010-11. Coverage of 144 districts countrywide including AJK, NA & FATA will be in a phased manner.

1: National Centre(s) for Rehabilitation of Child Labour (NCsRCL): International Labour Organization (ILO) through its International Program for Elimination of Child Labour (IPEC) conducted a survey in 1996, which indicated 3.3(m) children between the ages of 5-14 years who were engaged in hazardous child labour in Pakistan. Child labour
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is another issue where state intervention has become necessary in the context of the rights of the child. The National Policy and Plan of Action on Child Labour focus on the immediate elimination of worst and most hazardous forms of child labour. National Centre(s) for Rehabilitation of Child Labour have been established countrywide since 1995. Children between the ages of 5-14 years are weaned away from hazardous labour and enrolled in these centres where they are provided free education, clothing, footwear and stipend as well as subsistence allowance to their parents. Present strength of NCRCL centres is 158 (Punjab 7366, Sindh - 36, Khyber Pakhtunkwa + FATA - 25, Balochistan - 14, ICT/AJK & N.A - 10). At present 19,372 students (Male & Female separately) are benefiting from primary education in these centers. Since inspection an amount of Rs. 1352.0611 (m) has been utilized.

2: Objectives: Wean away children from the hazardous child labour environment Impart primary education to them in favorable class room environment Afford opportunities for secondary and higher education to bring them into the mainstream of social milieu.

VOCATIONAL TRAINING CENTRES (VTC)

Vocational /Dastkari Schools (VDSs) and Diversified Vocational /Dastkari Schools (DVDSs):

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Vocational

Dastkari

Schools

have

been

established

throughout

the

country

including Azad Kashmir & Northern Areas since 1995. These schools are providing free training to widows, orphans & poor girls in different skill i.e. Drafting, Cutting, Sewing, Knitting, and Hand & Machine Embroidery. PBM planned to have at-least one Vocational Dastkari School in each district. Current strength of

these schools is 157 (Punjab - 64, Sindh - 30, Khyber Pakhtunkwa + FATA - 32, Balochistan 18 & ICT/AJK/ N. Areas -11). Low-income group of women/girls are trained in two shifts of 60 trainees, bi-annually. Presently 6453 trainees are benefiting from training in these schools, whereas 49123 trainees have been passed out. Rs .925(m) are allocated yearly for one school. 15 (Punjab - 6,Sindh- 3, Khyber Pakhtunkwa + FATA- 1 Balochistan - 2 & ICT/AJK/ N. Areas - 2) have been diversified, where training is added in Computer ,use of Office Equipments like Fax ,Photocopiers, Printers, Interior Decoration, Beautician, Cooking, Fishing Tie & Dye and Glass Painting etc, according to the requirement of area. Rs. 3(m) have been allocated for such school. Local skills are also being imparted in these schools. Since inspection an amount of Rs. 462.2210 (m) has been utilized.

Objective

Train low-income group of women Focus on poor widows and orphan girls Training emphasis on income generating activities

FINANCE BRANCH
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INTRODUCTION

Objectives: The aim and objective of the finance branch is to strive for establishing an accounting system in conformity with the generally accepted accounting principles (GAAP) and placement of effective internal controls to ward off any financial irregularity. Functions of Finance Branch:

Preparation of budget:

Release and review of financial resources: Maintenance of Accounts: Firstly, annual budget estimates are prepared keeping in view the requirements of all branches of the PBM-Head Office and Provincial/Regional Offices After due vetting by the management of PBM, these budget estimates are submitted to the controlling Ministry i.e. Ministry of Social Welfare & Special Education. On receipt of annual grant-in-aid from Government of Pakistan, budget resources are allocated to Head Office and all Provincial / Regional Offices for utilization. Secondly, Finance Branch constantly supervises the spending trends of the Suboffices and quarterly releases are made only after financial review of the balances held previously by the Provincial / Regional Offices in order to ensure effective financial control.

Thirdly, Finance Branch is also responsible for timely and accurate maintenance of accounts. It is ensured that all books of accounts are being maintained properly and supervised by A.D.(Accounts). It is also ensured that accounts are closed annually in time and audited by the External Auditors. It is further highlighted here that double entry accounting system is being practiced in Pakistan Bait-ul-Mal since inception in 1992.
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PAKISTAN BAIT-UL-MAL BUDGET ESTIMATES AND ALLOCATION FOR THE YEAR 2010-11 Estimated Budget 1 Food Support Programme a) F.S.P. (Beneficiaries) b) Service Charges of F.S.P. Total of F.S.P. 2 3 4 5 (Institutional Rehabilitation for NGOs) 6 Administration G. Total 690.765 16,855.494 627.856 2,000.000 Child Support Programme Individual Financial Assistance Projects Endowment Fund 157.000 60.000 2010-11 6,000.000 20.000 6,020.000 565.669 1,500.000 7,922.060 2010-11 120.000 692.000 500.144 Allocation

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Funding: The Bait-ul-Mal fund shall be financed from the following sources: Transfer of receipts from tax levied for the purpose. Grants from the Federal Govt, Provincial Governments, Local Authorities, National Oorganisations and International Aagencies. Voluntary Donations, including Sadqat and Atiyat by Individual Societies, Bodies, Institutions or Organizations. Sale of property of Bait-ul-Mal whether movable or immovable, and income from such property, investments and other assets.

Presently, Federal Government is the main source of providing funds to PBM.

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AUDIT BRANCH

1: Introduction: Pakistan Bait-ul-Mal Internal Audit Wing was established in 1993-94. The main activity of the wing is to carry out pre-audit of all cases at Head office before prior to release of payments and to conduct post audit of Provincial/Regional offices as per plan at the end of each financial year. The assignment of audit being carried-out on the basis of audit check list. 2: Pre-Requisites of Internal Audit: That the expenditures are in accordance with the rules/regulations. That budget provision is available to meet with the expenditures. That all prescribed formalities have been followed such as collection of quotations, (wherever necessary) press tenders are called and comparative statements have been duly prepared, evaluated & signed by the purchase committee. That the expenditure is within the objectives of the Organization. That all receipts, bills, invoices, cash memos in support of payments are placed on record. These were duly signed & stamped. That the expenditure is correctly classified under proper head of account. That the expenditures have been duly sanctioned by the competent authority according to the rules.

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Books of accounts particularly cash book is closed & signed by authorized officer. That the entries of articles purchased are made in separate stock registers maintained for assets/consumable stores & dead stock articles.

That the accounts and financial statements are prepared at the end of financial year in accordance with the accepted accounting standards.

3: Audit Check - List: Audit check list was devised to process the cases quickly. The contents of the check list are as under: Each case should be forwarded on its permanent file. Budget position should be mentioned clearly. Comparative statements should be signed by all members of designated committee including signatures of the convener of the committee. All quotations must be properly stamped, dated along with designations by those who collect the same from market. All documents in support of claims of parties sent for pre-audit should be certified by concerned Assistant Director, failing which case will not be entertained in audit section for pre-audit. The paragraphs of noting portion should be properly numbered. Head of account from which payment has to be released along with competent authority to sanction should invariably be reflected in main note. It is normally observed, when petrol bills are forwarded for pre-audit, these are not supported by copies of log books & verification of Assistant Director Admin. It is foremost requirement of audit that whenever petrol bills are sent for pre-audit, these

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should be supported by log books of vehicles as well as other supporting evidence. Same is the case with overtime claims of drivers. TA/DA claim should be accompanied by approved tour programme of officer/official and as per exact mileage allowance as conveyed vide our Letter No.PBM/Audit/02/ 1950 dated 18-07-2002. Air ticket used and hotel stay bills should also be verified by the officer/officials concerned. All purchases made, must be entered in stock register by care taker and bills should indicate that the items have been entered in the stock register. This should be ensured by administration branch before referring cases to audit.

4: Types of Audit a: Pre Audit: All payments in head office are made after clearance from Directorate of Audit. b: Internal Audit of: Head Office Regional / Provincial offices District Office

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Internal Audit of Head Office as well as Provincial, Regional and District Offices is being carried out regularly by an Internal Audit Team from Pakistan Bait-ul-Mal Head Office in order to check the day to day transactions, proper recording of remittances from Head Office to the Provincial and Regional Offices, to ensure compliance of rules and regulations and to ensure that Public Funds are not being miss-utilized. The reports so prepared are submitted to the Managing Director for perusal and approval for issuance to the concerned quarters. Internal Audit of Provincial / Regional offices are completed up to the year ended June, 2009.

c: External Audit by: Chartered Accountants Auditor General

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Segmentations of Publics
Publics mean all those people who have linked with Pakistan Bait-ul-Maal. It can be divided into two types mainly:

1. Internal Publics
2.

External Publics

Internal Publics
It includes all those people who work in the organization from a Managing Director to a security guard who are the key role to run the organization according to their own constitution.

External Publics
It includes all those people who do not work in the organization from the outside like those who are getting services from the organization and those who are donating the Pakistan Bait37 | P a g e

ul-Maal. It also includes the media and those NGOs who have great interaction with the organization.

Sample Questionnaire to PRO

Q1: What is your communication strategy to regarding different innovative programs? Ans:

Q2: What is your main focus while formulating the communication strategy about your respective projects?

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Ans:

Q3: What type of programs have you launched in the past? Ans:

Q4: Is PBM works alone on all the sectors? Ans:

Q5: What are target areas & audience whom PBM offers its services? Ans:

Q6: How do you identify your target audience? Ans:

Q7: How specific things do you kept in mind while communicating your target audience? Ans:

Q8: Do you face any hurdles in the way of communication while interacting your target audience?

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Ans:

Q9: How do you sort out different problems arising when you launch your projects? Ans:

Q10: How do you communicate with your internal audiences? Ans:

Q11: Do you think PBM has achieved its mission? Ans:

Q12: What is the response of your target audience regarding your projects? Ans:

Q13: How many projects you have completed & how many are under consideration? Ans:

Q14: Whats your present communication strategy? Ans:

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Q15: Do you have any plan to bring any change in your communication strategy? Ans:

Why Communication Strategy? Communication strategy has great importance in any organization either it is nongovernmental or Governmental. Communication is the way through which we can communicate or tell the people about the organization and its aims or objectives. Also we can communicate the internal and external publics to run the organization smoothly and by achieving its goals. We can tell the people about the projects which are run by the Pakistan Bait-UL-MAL and also the procedure that how the needy people can get the benefit from it. Understanding the organizations goals, objectives and its projects is very important and all these things are done by Public relation office of any organization. Public relation department of any organization organize and map out that how to communicate the people inner the organization and outer the organization to build the better

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image of the organization and to make it more beneficial and smooth relation with the masses. PR department make new strategies to reach its audience and to make them aware by the organization and its services. To make people aware is not the only work done by the PR department but to make the good image and to make the organization more credible is very important To make the message about any organization, easier, understandable and to the point and to attract the donors by highlighting the achievements done by the organization is more important.

Communication strategy of Pakistan Bait-UL- MAL Like all other organization Pakistan Bait-UL-MAL also use the different media to reach its target audience. They use print media and electronic media to reach the target audience to highlight the services provided by the PBM. It is also using the internet WEB site to make its audience aware by the working of the organization. There is more use of pamphlets, Broachers and other static media according to the need and environment. PBM also hires the services of the professionals for the making of their

messages and documentaries relating to working of PBM. It also make focus on opinion
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leaders who can make the minds of the people and can better educate the people about any policy and service.PBM also use the Parliamentarians to disseminate the message regarding to their services and those parliamentarians then referred the needy persons and families to PBM to avail the benefits given by the organization.PBM also use the its district offices for the information gathering and also direct them to publicize the message and to make the people aware about their programs. Here I want to give an example of a project Pakistan Sweet Homes by PBM. PBM launched campaign about its recent project called Pakistan Sweet Homes and use the electronic as well as print media to make it public .PBM also use its district offices and direct them to go door to door to collect the data base about the orphans children who deserve most to avail the chance to be enrolled in this project. When I visited a district office and come to know that they hired the services of the staff of their own schools and dastkari centers and go door to door to collect the data and enrolled the needy children. According to District officer of PBM Guranwala we achieved our goal for our project by going to every union council and made it possible that we could educate the people about our project and to mobilize the other community , we also took the help of local NGOs in this regard. Though PBM has short of money regarding to launching any media campaign yet it achieved its goals through other means like opinion leaders, politicians. It also fulfill its need by publishing the magazines and other printed material own specific days.

Proposed Communication Strategy

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Pakistan Bait-UL-Mal is a national Governmental social, welfare organization mainly funded by Government of Pakistan. It is providing many services to lower the rate of poverty and to make the needy persons and disabled persons a useful mean of this society. The Public relation department performs the role of watch dog by getting response of communities, analyzes their reservations, complains and organizes such communications links that may become the solution of any problem. The PR department of PBM has professional and skillful persons who conduct day to day research, interpreter the public response, monitor the media and keep inform the high ups about the activities of the organization. The PR departments dont miss the opportunity for the enhancement of its relation with internal as well as external publics and for building of organizations image. Being a student of mass communication and doing specializing in PR the following are the proposed communication strategy or tips that might be helpful for the promotion of relations with public.

PR department must hire the national media outlets to mobilize the mass audience because media is exposed on large scale and in this way general public may be mobilize effectively.

There should be arranging of interacting with international media so that main activities and projects could be highlighted before the developed countries, it could be a source of getting attention and to make increase in donors.

Along with press releases, the PR department must send the articles, features by giving it human interest touch about any successful stories or achievement.

Indoor Publications should be disseminate in different educational institution to educate the student community about the vision, mission and objectives of PBM and

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to make them aware about to build the element of humanity and patriotism among them to serve the needy and disabled persons. The District offices should be directed by Head office to make such arrangements to disseminate the news, information about any project or policies on local level. It would be cheaper and feedback could be collected in this way. The District offices should arrange such meetings which would be helpful to make an increase in the donors of the PBM and to make the PBM more credible on local level.

PBMs PR department should arrange the information desks the events taking place in any city like melas, exhibitions, and festivals for the external publics about the projects and to build the better image of the organization, to make the needy people aware about the procedure of getting help from PBM.

PBM should arrange the workshops for the training of CSOs, NGOs and other representator of the society that how they can help out the needy people and how they could become a better source by utilizing their own capacity for the needy and disabled persons.

PBM must make documentaries of those projects/areas where it had worked and it should be on air in national /local channels to make the general public to realize for taking constructive steps.

Sports activities and completions should be held between the students of Pakistan Sweet Home and other National Schools so students of both the segments can interact each other. It would help in building the confidence among the students of PSH and to make the students more responsible citizen in future.

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PR department should build a unified message to broadcast, publish in national as well as local media because the organization is providing different projects in deferent segments and areas.

Short

Term

and

Long

term

Public

relation

programs Short term Public Relation Programs

Through conducting research to analyze communication strategy of PBM following are the short term public relation programs by me (Sohail Akhter) to its public relation department to improve its relation and to make its communication more strengthen and persuasive among the public. Following are the short term plans designed for the Public Relation department of PBM.

The PR department must hire the space in print media especially in national and local dailies because a large number of people exposed to this media and the get information of day to day happenings.

The PR department makes sure that along with news article and press releases there should be news feature as well which could tell briefly about the organization about its achievements and objectives.

The PR department should send some news articles for the international media so that more and more donors could be attract to the organization by telling them the services

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and its achievements for the betterment of the people of Pakistan who are living under the poverty line and those who are disabled.

The PR department should arrange the press conferences of the head of PBM time and again which could be helpful to disseminate the vision ,mission and objectives to the public and the public would feel satisfaction regarding the smooth working of the organization .

The PR department must send its internal publications to different educational institution so that student community would make aware them about the organizations efforts and they can convey the message indirectly to general public.

The PR department should make a unified message to attract the audience and the message should be understandable, the procedure of getting help from the organization should be mentioned clearly because the more of the audience which are receivers have less literacy rate.

The PR department should make such programs which could be run on the radio station because radio is the best source of sending information to reach its largest audience where no one like print and Television can reach.

Long Term Public Relation Programs

For the completion of this project I have visited the number of offices and places time and again to conduct the research and to analyze the public responses and the achievements of PBM according to its vision and objectives. The more the organization has interaction to its audience the more would be the credibility of the organization. Here as a student of PR I want to suggest some long term PR programs that could be helpful for future prospects.
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The PR department must make a general documentary of the achievements of the organization indifferent areas and in different sectors. These documentaries must go on air at least twice in a year local as well as national television which could be helpful for the better projection of the working of the organization among the masses.

The PR departments must make exposure visits of communities to its working sites like VCTs and other like PSH (Pakistan sweet home) which could be helpful for the good projection of the practical working of the organization and people will realize the work done by the organization according to its slogan.

The PR department should setup informative or complaint desks at district levels like one window operation so that the receiver who is not literate and could not bear expenses regarding to move in any other city, can get better services and information in his or her own district. This would help in increase of credibility of the organization among the public.

For the donors agencies there should be exposure visits of the organization and other departments, site works etc so that they could practically examine the projects going on. The visits will help in the allocation of more fund and donation in the year.

Pakistan Bait-UL-Mal is a governmental social welfare organization, it should be free from any kind of politics and it should not be seemed that the political worker of a specific party could get advantage while other have to suffer. It is duty of PR department to make sure in this regard that no one can make allegation about this.

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