Public Sector Communications Strategy Case Study

SAIL–IISCO Steel Plant

PR, Content Systems & Communication Architecture

India’s Largest Steel Manufacturing Company - Government of India

Project Overview

During my vocational training placement at SAIL–IISCO Steel Plant, I collaborated with the Public Relations Department to support communication infrastructure, documentation systems, and institutional storytelling initiatives.

The objective was to strengthen clarity, consistency, and accessibility across public-facing and internal communication materials while ensuring alignment with professional PR standards.

Challenge

Although communication assets existed, they lacked structural consistency and standardisation. This made it difficult to maintain unified messaging, streamline information access, and present organisational content clearly across formats.

Key challenges included:

  • inconsistent formatting across press communications

  • unstructured historical documentation

  • limited accessibility of information

  • lack of standardised templates

  • complex data presented without visual organisation

Research & Analysis

  • analysing existing press releases

  • reviewing website and archival materials

  • interviewing stakeholders

  • assessing tone, readability, and structure

  • identifying accessibility barriers

Strategy

  • standardising documentation formats

  • improving narrative clarity

  • strengthening institutional storytelling

  • simplifying complex information

  • creating reusable communication templates

Execution

  • authored web content covering organisational history, achievements, and initiatives

  • developed a structured historical timeline spanning 1870–present

  • designed a press release template for consistent official communication

  • conducted interviews and produced press-ready stories

  • created a 2D navigation guide of the plant using spatial data

  • integrated safety communication indicators into visual layouts

  • translated complex technical information into reader-friendly formats

Outcome

  • clearer communication structures

  • improved accessibility of organisational information

  • enhanced consistency across communication outputs

  • stronger institutional storytelling

  • reusable formats for future PR materials

Skills Demonstrated

  1. Public Relations Strategy

  2. Corporate Communication

  3. Stakeholder Interviewing

  4. Information Architecture

  5. Content Structuring

  6. Technical Documentation

  7. Visual Communication Design

Report cover from Steel Authority of India Limited, IISCO Steel Plant, titled 'Report' for the Department of Public Relations, located at 7 The Ridge, Burnpur, West Bengal. Submitted by Sneha Mukherjee for MA in Journalism and Mass Communication at C
Industrial factory with cooling towers and smokestacks near a river, under a partly cloudy sky.
A text-based acknowledgement letter from a vocational training program, expressing gratitude for guidance and support received during training at SAIL-ISP Burnpur.
Document titled 'Contents of Work done during the Training period for the PR Department' with bullet points including introduction, case study on a nursing student, developing content and timeline for IISCO Steel Plant, preparing a press release form
Text from a document titled 'Introduction' about IISCO Steel plant, its history, certifications, production capacity, and steel plant details.
Cover page of a report titled 'Report 1' with the subtitle 'A Case Study on Highlighting the Achievement of a Nursing Student of Nursing School, Burnpur' in bold and underlined text.
Black and white newspaper pages in Hindi, featuring articles and photographs of individuals, with headlines and text related to steel industry and examination results.
Letter from the Steel Authority of India Limited announcing a student's achievement in the WBNC Exam, with text in Hindi and English, including the company logo at the top left.
A detailed school news story report about a nursing school in India, including information about the school's history, admission criteria, facilities, principal, student achievements, and a brief biography of student Payel Mishra.
A document with text regarding a student's academic achievements and an interview about the student's career and motivation, along with a mention of a video recording by the PR department.
Cover page of a report titled 'Developing the content for the webpage of IISCO steel page' with the report number 2 in bold underlined text.
A page of typed text about IISCO Steel Plant, covering its capacity, location, history, and operations.
Close-up of a printed page with historical text about the Indian iron and steel industry, including details about various companies, their production capacities, and historical milestones.
Title page of a report titled 'Developing a Timeline for the History of ISCO Steel Plant'
A chronological table of major events in the founding and development of Bengal Iron Works, from 1870 to 1947, including dates of founding, production milestones, changes in name, and key infrastructure projects.
A table listing historical events and milestones with dates, including coal and steel industry developments, World Bank loan signings, and the Indian Iron and Steel Company Act, spanning from 1948 to 1983.
A detailed timeline chart documenting the milestones and progress of an industrial project from 1985 to 2013, including committee formations, approvals, construction milestones, equipment installations, and operational startups.
A detailed project timeline with dates and milestones. It includes plant start dates, machinery installation, testing, reheat furnace, steam turbine generator, turbo blower, stove heating, and various industrial milestones from November 2013 to Novem
Page of a report titled 'Report: 4' with the main heading 'Preparing a format for the official press releases of IISCO Steel Plant' in bold and underlined.
A typed document titled 'Comparative Analysis of the Press Releases of Top Three Steel Companies along with SAIL', discussing Steel Authority of India Limited and its steel plants, including details about the company's history, capacity, and press re
A detailed text document outlining various topics such as the history and online presence of a company called SAIL, including sections on company profiles, media mentions, and social media links.
A document titled 'Key Highlights of the Quarter of the Company' listing performance sections, updates, outlook, and media contacts. It includes news details about Steel Companies and a press release about a nursing school in Burnpur.
Official document from the Steel Authority of India Limited reporting a student's success in the WBNC Exam, including details about her background, academic achievements, and personal motivations.
Text about IISCO Steel Plant, including its capacity, certification, products, and links to website and Twitter handle.
A document containing contact information for Bhashkar Kumar from the Public Relations Department of the Steel Authority of India Limited, including email, phone, and mobile details, along with bullet points about media contact and company growth.
A reference page listing sources such as www.sail.co.in, Wikipedia, a book on the history of an Indian iron and steel company, a booklet on a 2.5 MTPA expansion project, and a note about IISCO's 100th anniversary.
Cover page of a document titled "Hisco Steel Plant" with a nighttime cityscape and river reflection in the background, framed by a red border.
Cover page of a report from the Steel Authority of India Limited, IISCO Steel Plant. The report, submitted by Ms. Sneha Mukherjee for a Master’s in Journalism and Mass Communication at Jain University, is from the Department of Public Relations, loca
Cover page with a panoramic photograph of an industrial steel plant and the title 'Panoramic View of ISCO Steel Plant, Burnpur' in large white text on a red background.
Recognition of participation in vocational training at SAIL-ISP, including gratitude to trainers and departments, on a red background with white text titled 'Acknowledgement'.
Table of contents page from a report, titled 'SAIL-ISP, Burnpur,' listing sections on introduction, two reports, and references, with page numbers and a thank you note at the bottom.
Photo of the old IISCO steel plant with large cooling towers, factory buildings, and smokestacks, reflected in a river, with a partly cloudy sky.
A red PowerPoint slide with white text titled 'Introduction' and 'Location'. The slide provides information about the IISCO Steel plant's certification, history, and location in Burnpur, India.
Photograph of the IISCO Steel Plant showing the plant infrastructure with industrial buildings, pipes, and a smokestack, viewed from above. Below the photo is a map illustrating the area of the new steel plant in red, with the existing plant in black
Map layout of a steel plant with labeled areas including raw material yards, storage, blast furnace, and other processing sections, depicted with yellow lines on a black background.
Page from a report titled "REPORT 1" with red background and black border, describing the design and layout of a new steel plant, including gate names, key locations, and features of the plant map.
Page from a safety procedures manual listing emergency signals like whistle signals and the use of a works buzzer, including instructions for fire, water, and power failures.
Screenshot of a document page showing a Google Earth view of a steel plant, with text indicating it is a case study for a design project and highlighting the new IISCO steel plant.
Text document with red background detailing distances from a Google Earth view of a plant to various important locations and their coverage by four wheelers, including tunnel gate, Sanmara gate, blast furnace, coke oven, ED works, mills, bar mills, a
Map of the new ISCO steel plant showing routes from two entrance gates, Tunnel Gate and Sanmara Gate, with signs and symbols indicating locations such as a general canteen.
A red presentation slide containing text about hospital or plant access routes, entrance gates, and map details, including mention of the map's 2D dimensions and various gates.
A group of young men playing kabaddi outdoors, with spectators and decorated banners in the background, during daytime.
A red page from a sports interview document with white text, discussing the history of sports activities, cricket players, and a new cricket academy.
A page from a sports history book discussing Indian football players, weightlifting, body-building achievements, and sports selection processes in India.
A page featuring two sports images: the top shows children playing table tennis indoors, and the bottom shows children playing cricket outdoors.
A collage showing two sports scenes. The top image depicts a chess game with players seated at tables, concentrating on the game. The bottom image shows a Kabaddi match with players running and attempting to tag each other on a dirt field.
Red page with white text describing sports activities available at the Sports House gym, including various sports like cricket, football, basketball, hockey, volleyball, chess, handball, boxing, table tennis, kabaddi, and badminton. Mentions H.S. Sok
A red-colored presentation slide titled 'References' with links and acknowledgments listed, including a website, sources from a PR and Sports Department, and a note mentioning Mr. Biswajit Das from the Sports Department.