About Us

“Only those who will risk

going too far

can possibly find out

how far one can go.”

The Passage is a focused PR and Media strategy group providing PR services in Pakistan to different private and public sector companies since the year 2000.

The Passage has successfully planned and executed some of the best communication programs and media strategies that leveraged a unique, goal-oriented approach – different from ‘the usual’ PR firms. This was made possible due to our second to none relations with national media, excellent understanding of the needs of clients, and knowing how to plan and execute the communication campaigns.

To help clients achieve their most ambitious reputation management goals and strategic communications objectives, we deliver excellence using the highest levels of professionalism and experience of our team which provides strategic counsel, creative solutions and timely, responsive services.

The strategic approach of The Passage towards the traditional and emerging media helps clients convey their message to the target audiences in the most efficient manner. We carefully assess our clients and the industries in which they operate and their reputation, using the public information and views of the media, and then have a discussion with the clients’ communication teams to identify gaps between the objectives and execution. Later, our team brainstorms and devises communication plans for short and long term as per the needs of the client, and ensures quick and consistent delivery of services to execute the plans.

We have one of the broadest portfolios of clients among PR agencies in Pakistan. We serve organizations from diverse sectors and we proudly claim that we make relationships – not just clients – mainly due to our capabilities of delivering the required services and timely execution of the agreed PR strategy.


The journey started in 2000 and started big when our CEO Saleem Mahmood started serving our oldest client, National Investment Trust, and soon we were serving organizations like Agriculture Development Bank of Pakistan (now ZTBL), Siddiqsons, Merck Sharp and Dohme in the year we started. The highlight of our inception year was media management of the first International Defence Exhibition and Seminar (IDEAS) in 2000, which marked our arrival in the PR industry in Pakistan.

Since then, we have not looked back and worked with many top public and private sector organizations, and most of these relationships lasted for many years.

This was all made possible due to our excellent team which has been loyally committed to the goals and objectives defined by our clients, practicing an ethical no-nonsense approach to public relations that values clarity of thought and honesty of expression above empty promises and meaningless jargon.

PR has always been about the management and optimization of mutually beneficial relationships with the media. Our media management team has gained reputation during this journey and developed friendly terms with them which eventually helped us gain their cooperation wherever and whenever required.

Calling ‘The Passage’ extremely innovative and skillful is not just a mere exaggeration. A glance at its  journey would sufficiently testify that we surmounted challenges which our competitors deemed impossible.  We are now a reliable and trusted name in the industry- a firm that can derive extraordinary results and put you in a comfortable position. And we have achieved this by living up to our core values which are seeking excellence in what we do, transparency and integrity with focus on our clients’ needs and objectives.

As business needs are persistently changing, we are also evolving by developing our people and strengthening our capabilities to accomplish goals and objectives that are dearer to you.

Today, The Passage has transformed into a Group of Companies and has become a full service agency with capabilities in all communications disciplines; offering a full-spectrum of perception management, image building, communication services, issue resolution and damage control.

Our team consists of highly professional people with vast experience in the fields of PR and journalism.