PFRDA hones its media outreach strategy, to hire PR agency

Currently, 1.30 cr subscribers are registered under various schemes under NPS regulated by PFRDA

As government looks to widen social security cover in India, pension regulator PFRDA is readying a media blitzkrieg and has decided to rope in a PR agency to increase visibility and public awareness of such products.

The public agency, the Pension Fund Regulatory and Development Authority (PFRDA) said, will design and execute an ongoing programme for one year "to ensure media visibility through a high-impact communication strategy and proactively organising national and regional media relation programmes".

Currently, 1.30 crore subscribers are registered under various schemes under the National Pension System (NPS) regulated by PFRDA, with the total assets under management (AUM) in excess of Rs 1.20 lakh crore.

Keen to spread awareness and increase subscriber base, the regulator plans to train 75,000 people who will form a "totally committed" workforce for implementation of the NPS.

In its request for proposal, PFRDA said the objective of the PR strategy will be to increase awareness and disseminate information about various policies, activities and schemes to promote old-age income security.

"Keep the media abreast of all important developments related to PFRDA and its activities. The PR agency will proactively identify appropriate media opportunities to highlight business developments and announcements," the RFP said.

The selected agency will also have to monitor and report on conversations around PFRDA and its schemes and activities on social media channels and "advise appropriate action".

"Setting up and updating of pages/blogs etc on social media vehicles (such as Facebook, LinkedIn, Twitter, YouTube etc) and managing promotion of NPS and other schemes on these platforms (are part of the profile).," the RFP added.