Organised PR as an industry is of recent vintage in India, and most people have a very fuzzy idea about it. From pan chewing, safari suit wearing public sector Public Relations officers, to shady wheelers and dealers who somehow wield influence with the media to people who could sell you news space or time, much like advertising executives; there are many preconceived notions about PR as an industry.
There is no concept of PR being the science of communication and advocacy. Something that the legendary Philip Kotler enshrined as one of the 4 Ps (promotion, remember) of Marketing Management. That it is a subtle, long term and organic process which necessarily has to take a holistic approach, and is not restricted to obtaining media coverage is lost on most companies that engage the services of PR firms. Almost always success is measured in terms of media clippings, or electronic footage, a firm supplies at the end of the month. Monthly deliverables, which is exactly the wrong way to go about approaching a company's PR objectives, is usually the first thing that most prospective clients want a commitment on from their PR firms.
Frankly for most clients using PR effectively involves a learning curve. The initial days are tough with the clients expecting coverage on demand."I want to figure in about half a page of that leading English daily on such and such day!" By and by as the advocacy starts gathering momentum and the multiplier effect gathers steam, the clients come around and figures our what the whole business is about.
Just to let people have an idea about the heft of the PR function, I am going to list out its salient features-
• PR strategy and planning
• Personal branding
• Reputation management
•Press Releases
•Press conferences
•Media interactions/interviews
• Site visits/tours
• CSR
• Internal communication
• Analyst and investor relations,
• IPO support
• Building brand awareness
• Social media engagement
• Issues management
• Crisis communication
•Financial results and reporting
• Mergers and acquisition
• Product or service launches
• Thought leadership
• Media briefings
• Event support
• Media training
• Editorial content: white papers, case studies, articles, newsletters, opinion pieces, etc
There is no concept of PR being the science of communication and advocacy. Something that the legendary Philip Kotler enshrined as one of the 4 Ps (promotion, remember) of Marketing Management. That it is a subtle, long term and organic process which necessarily has to take a holistic approach, and is not restricted to obtaining media coverage is lost on most companies that engage the services of PR firms. Almost always success is measured in terms of media clippings, or electronic footage, a firm supplies at the end of the month. Monthly deliverables, which is exactly the wrong way to go about approaching a company's PR objectives, is usually the first thing that most prospective clients want a commitment on from their PR firms.
Frankly for most clients using PR effectively involves a learning curve. The initial days are tough with the clients expecting coverage on demand."I want to figure in about half a page of that leading English daily on such and such day!" By and by as the advocacy starts gathering momentum and the multiplier effect gathers steam, the clients come around and figures our what the whole business is about.
Just to let people have an idea about the heft of the PR function, I am going to list out its salient features-
• PR strategy and planning
• Personal branding
• Reputation management
•Press Releases
•Press conferences
•Media interactions/interviews
• Site visits/tours
• CSR
• Internal communication
• Analyst and investor relations,
• IPO support
• Building brand awareness
• Social media engagement
• Issues management
• Crisis communication
•Financial results and reporting
• Mergers and acquisition
• Product or service launches
• Thought leadership
• Media briefings
• Event support
• Media training
• Editorial content: white papers, case studies, articles, newsletters, opinion pieces, etc
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