The launching of a PR campaign regarding the privatisation of 3 cement factories was implemented against the background of industrial modernisation and ensuring employment.

The programme titled “Support for the Industrial Restructuring and Privatisation” aimed at improving the competitiveness of public enterprises through privatisation and investment promotion.

Two different levels of intervention were targeted:

• The internal communication process and the strengthening of institutional capacities in public relations concerning privatisation. The internal communication campaign addressed the employees of the cements factories with the intention to high-light the opportunities of privatisation and to reduce existing reservations towards its outcomes.
• The second axis of the communication campaign was directed towards the community of local opinion leaders, investors and trade associations, in order to gain their support for the privatisation process.

The overall objective of the communication campaign was to increase as much as possible the support for the privatisation process in the Algerian cement sector.