Are you sending RS232 at the correct polarity ?

you are using Mode 2 aka T9600 True polarity @ 9600

try using N9600 (or mode 6) Inverted Polarity @ 9600

Presumably the onboard processor on the LCD display takes care of initialisation. does the display accept all normal HD44780 commands or does it have a custom set of commands for serial control of display parameters.

Can you drive the display from a PC using Hyperterminal or similar.

If you connect your PIC to a PC, can you see anything in Hyperterminal ?

Too many things could cause your problem and you havent provieded much info. Can you use a slower baud rate to start with eg 1200