4th Financial Crime Summit


    Dellsons Conferences is a Pakistani company which specializes in organizing conferences, summits and trainings. For the past three years they have been organizing an annual financial crime summit, topic of high interest in light of the international concern about money laundering and terrorism financing in Pakistan.

    APR was engaged to conceptualize and execute a plan for publicizing the conference encouraging participation. The main challenge was to generate talkability and awareness around Dellsons Conferences’ 4th edition of Financial Crime Summit.

    Strategic Planning:

    After several internal brainstorming sessions and discussions with the client, APR devised a comprehensive media outreach strategy for Dellsons, which comprised of a mix of print, digital and broadcast media. The core target audience included government, corporates, policy makers and banks and other financial institutions. In order to reach out to the diverse target audience, we strategized to achieve nationwide coverage utilizing all relevant channels of communication.

    The secondary part of the strategy included spokesperson profiling, to further build trust and enhance credibility of the faces behind the conference.

    Strategy implementation:


    Press releases: APR crafted and disseminated two press releases for the conference. The press was in both English and the national language, Urdu, keeping in mind the greater outreach of the vernacular press.


    1. Pre-event press release was issued to announce the Summit, generating awareness and gauging audience interest in the conference.
    2. Post-event press release was issued to sustain the momentum and talkability, highlighting the key learnings and takeaways from the conference.

    Media Invitation:

    APR developed a target media list covering print, digital and broadcast media, to whom invitations to attend the event were extended and followed up intensively to ensure maximum participation.


    1. Prominent names from the print industry were invited to attend the conference with the aim of organic and authentic coverage in the form of exclusive stories.
    2. Digital media publications and influencers also graced the event leading to extensive coverage on social media platforms.
    3. Among broadcast media, both TV channels and Radio channels were present.


    APR identified and aligned interview opportunities for Dellsons spokespersons in the leading business and finance daily newspaper, Business Recorder, and in the country’s leading digital news publication, Pro Pakistani. The first interview was strategically scheduled before the conference to generate pre-hype for the event, and the second interview was conducted post event to sustain the momentum and highlight the key takeaways from the conference.


    1. Pre event press release appeared in 39 publications in print (including Dawn, The News, Business Recorder and 23 digital publications (including Pro Pakistani, Urdu Point, Daily Pakistan)
    2. PR value of pre event press release: PKR 1 million
    3. Event press release appeared in 60 publications (including Dawn, Express Tribune, The News, Business Recorder, Daily Jang) and 46 digital publications (including Startup Pakistan, Brandsynario, Phone World)
    4. PR value of event press release: PKR 22 million
    5. TV channels which covered the event: 8 channels including Express News, Aaj TV, PTV News, PTV World, Metro News, News One, Hum News and Bol News
    6. PR value of outreach on broadcast media: PKR 4 million

    Conclusion/ Main learnings

    1. Dellsons Conferences were elated with APR’s efforts and acknowledged the team’s efforts.
    2. The key takeaways from events like these must not only be kept limited to discussions but should be implemented as well. This was the case in this conference where all the banks agreed to work towards a mutual goal of continuing working the national anti-financial crime agenda post FATF.
    3. Success factors: The conference was attended by President Arif Alvi and made it to National headlines because of the importance of the subject in discussion.