With a population of around 180 million, Pakistan is the sixth most populous country in the world. It is not one of the richest, but World Bank figures show that its economy has grown at 6.6% a year for the past six years, and so it is an important market for many multinational brands. Furthermore, since media deregulation in 2003 an industry of just one state-owned television channel and three or four newspapers has blossomed into one of the largest and most vibrant media industries in the world, and this has led to a transformation of the PR industry. Imran Rana, press & public affairs at the British High Commission says: “PR is rapidly emerging as an industry in Pakistan. A decade ago PR was seen as little more than drafting and sending press releases, but today most major organisations have large and sophisticated PR departments.” According to the International Public Relations Association’s Pakistan chapter, the PR industry in Pakistan is currently worth US$40 million. It does, though, still have some way to go in many companies. Musharaf Hai, CEO of L'Oreal Pakistan, says: “There is still a belief that if you buy enough ads, you will get editorial coverage. We need to educate the corporate sector about the value of PR and about how it works.” Media
According to the Dawn Group’s report ‘Media Facts: Pakistan’, the country’s media sector is growing 132 % per year. There are currently approximately 116 radio channels, notably FM-100, FM-101, FM-103, FM-106.2 and FM-107 in Urdu, and FM-89, FM-91 and FM-96 in English. There are more than 100 local TV channels including GEO News, GEO Entertainment, Aaj, Express News, Express 24/7, DawnNews, Dunya TV, Hum TV, TV1, News1, Metro One, Waqt and Indus. Pakistan's press is among the most outspoken in
South Asia, although its influence is limited by a literacy level of only 54% (Unicef). Popular magazines include Pakistan and Gulf Economist, Mag, She, Women’s Own, Fashion Collection,...