INFORMATIONAL CAMPAIGN SUPPORTING THE TRANSITION TO A SINGLE SHARE OF TYUMEN OIL COMPANY (TNK)
INFORMATIONAL CAMPAIGN SUPPORTING THE TRANSITION TO A SINGLE SHARE OF TYUMEN OIL COMPANY (TNK)
Goals determined by the client To inform minority shareholders, employees of extracting subsidiaries of Tymen Oil Company, and other target groups in Nizhnevartovsk about goals, mechanism and consequences of the program for transition to the single share. To build up positive attitude towards the company consolidation program, prevent social tension in the town, in connection with its realization.
Organization principles of the campaign The process of a company consolidation is a legally and technically complicated procedure, connected with share capital movement. Thus, the campaign's goal was to inform 20 thousand minority shareholders of the TNK about the objectives and mechanisms of the program, and to liquidate possible difficulties relating to the understanding of the process. A big part of the minority shareholders are at the same time employed by the company; a special internal informational program was developed for them. The PR campaign was based on the "feedback" principle. Demands and typical problems faced by the shareholders were analyzed on an ongoing basis; the information obtained was used to determine the content and adjust all lines of work.
Key activities A Consulting Center and a telephone hotline were organized. Anonymous consultations were conducted free of charge by the "PROPAGANDA" CCT and the "TNK Siberia" specialists. This form of work allowed providing high efficiency and accessibility of the informational campaign. The opening and the work of the consulting center and of the hotline were supported by an advertising campaign in the press and in the local TV, where 5 dedicated reels made by the "PROPAGANDA" were shown. Spreading a memo brochure "How to become a TNK shareholder" at the extracting TNK subsidiaries being annexed, and in the Consulting center. The brochure designed by the "PROPAGANDA" explained in a simple and clear form the goals and the mechanism of transition to the single share. Informational program in Nizhnevartovsk mass media. In January-February2001, a number of articles were published in local editions on the most burning issues of the program. They announced the transition of the TNK to the single share, explained the meaning of the process, its stages, spoke about similar experience of other oil companies. The town's newspaper “Local Time” issued a theme column twice a week, named "For the shareholder: transition to the single TNK share", where frequent questions of the Consulting Center visitors were asked, and general information in respect of shares and operations with securities was given. In a dedicated issue of the "Neftyanik (Oilman)" newspaper, shareholders' questions were answered by the deputy chairman of the TNK board, V. Wechselberg. Organizing and conducting the program presentations and meetings of the TNK managers with employees and shareholders.
Work results of the Center and of the "hot line" In January-February 2001, over 2 thousand people demanded advice, the vast majority (over 97%) of them being shareholders of the entities annexed. Share of TNK subsidiaries' employees was 61%. Thus, almost each tenth shareholder leaving in Nizhnevartovsk obtained a consultation. As a result of the informational campaign, positive attitude to the program of transition to single share was built up: over 95% of shareholders wanted to become TNK shareholders, and exchanged shares of extracting subsidiaries for the mother company's shares. Tension and social shock which usually go together with similar procedures in other Russian companies, were avoided.
Timeframe November 2000 - February 2001.
Place Nizhnevartovsk town, Khanty-Mansiysk autonomous district.
