Saturday, 27 January 2018

Evolution of PR in India & its Growth

Though Public Relation in India is as old as human civilization, this sector has achieved an unparalleled growth since the 1990s as companies realized the mounting need of communicating efficiently with their target audience and enhancing their brand presence. Hence more and more companies began to opt for Public Relations. So, we consider 90s as to be “PR Era”. It was only during this time PR industry came to be known as a profession to Indians.

Public Relations or PR is an art by which we communicate to the public with a view to changing their mindset in a certain direction. Its purpose is to create goodwill for the communicating organizations eventually leading to support from the public. This support is a sine qua non for the success of the given organization.

Sneak peek into its history

  • In India, first PR industry came in 1990s
  • Initial years were not easy
  • In 2000s (growth period) companies emerged
  • Focus was on specific areas like healthcare, technology, brands and finance
  • Eventually demand for specialist in consumer communication increased
  • World Economic regression, brought PR consultants to India and China

Crisis in PR

However, the Indian PR industry had faced certain crisis in past which somewhere or the other had wobbled this industry, like that of 2008 one when there was a global slowdown, it did hit India. The industry was hit in 2010 due to what has come to be known as the 'Radiagate' scam. But these were for a short duration. Soon the industry came over it.

It’s Growth

The growth of PR in the country has been an exceptional till date. PR in its new avatar not just encompasses media relations and employee communication, but is used increasingly for strategic communication, build brand, customer relations and crisis management. From an executive function, PR is now becoming a part of the high-level management job touching upon the core values of an organization. There are scores of PR agencies in cities like Mumbai and Delhi, which are known as the hub of this industry. The industry is expected to touch Rs.2, 100 crore by fiscal 2020, according to a report by Public Relations Consultants Association of India, which shows it has a bright future. The increasingly competitive agency landscape and mushrooming of freelancers have increased the options for brands. 

With more and more multinational companies venturing towards Indian market the future of PR professionals is brilliant and fast growing. The emergence of Online PR and social media gave a new platform to the PR world reaching audience in smarter way. In the Indian corporate sector, PR is well understood and accepted. More companies are investing in PR as social media is in sync with any communication in India and globally as well. In a fast-evolving market place, 2010 saw the continued expansion of digital and social media with companies and government agencies adopting new channels to communicate and engage with consumers, key influencers and all brand stakeholders. The Public Relations Consultants Association of India (PRCAI) released a comprehensive report on the PR industry titled ‘State of Indian Public Relations Industry: 2016’. According to the research, the industry has doubled in size between FY’08 and FY’16 from Rs 490 crore to Rs 1120 crore.

PR Education in India

The growing demand of PR has led to spurt in education in India. Mass communication education received a spurt in the 1990s in India after the economy was liberalized.  The Indian Institute of Mass Communication started its exclusive one year PGD in Advertising & Public Relations in 1981. A paper in Advertising & PR is also taught in its Journalism courses, University like Makhan Lal Chaturvedi University of Journalism was set up to exclusively cater to mass communication teaching and training.

The present scenario in the PR industry coupled with the ongoing developments are likely to drive more and more professionals towards it and the industry will be a boon to the Indian market.  

 The author of this opinion article is Ms. Navdeep Nandre at PR Professionals

Thursday, 11 January 2018

Digital Media and Public Relations: An Emerging Relationship

Public Relations as a field has undergone numerous changes from the time it came into practice. There are many factors that contribute in the changing aspect of Public relations like the advanced technology, communication techniques and most importantly, digital media. Earlier,  Press Release, press conferences formed the main tool of public relations but with time, techniques are modified and today digital media forms one of the most important tools of public relations. It is one of the most influential platforms for brand and image management.  Public relations and digital media go hand in hand and because it is followed by large number of people especially the young generation of the country.

    Benefits of Public Relations in collaboration with Digital Media:

1.      Digitization of public relations automatically creates a platform for on-spot feedback and suggestions. People feel free to share their views and ideas on social networking sites.

2.      Unlike Press Conferences or circulation of press release, digital media is comparatively easily accessible. It allows consumers to connect and engage with brands as per their requirements.

3.      24*7 PR and widespread of information at any time of the day is one of the most important benefits of PR through Digital Media.

4.      Press Releases, news articles are not just confined to news papers or magazines. In addition, online web portals are new destination for news followed by thousands of people. Companies engaged in digital PR give a positive impression as it portrays the company as tech friendly and abreast with latest trends.

Public relations techniques practiced through digital media along with the traditional media will prove as a better option these days .Digital public relations is measurable, immediate response is available and provides option of sharing content. Digital media may sound very specific but in the long run, it will helps the company to flourish and create waves in constantly growing digital world.

 The author of this opinion article is Ms. Ila Upadhayay at PR Professionals

Tuesday, 19 December 2017

Why PR for Startups is the Need of the Hour

A startup can face many challenges right from its inception. One of the major concerns of any startup is its visibility in the market. Different startups have different industry specific needs but for a startup to compete with already existing companies it needs to connect with its audience. The right move for connecting with your target audience is to hire a PR agency and utilize their services to the maximum.

A start up should play sound and hire a reputable and established PR agency right from its start. A reputed agency can do wonders for any start up in terms of brand recognition and getting people to recognize the company’s goodwill and raising acceptance towards your services or products, all of it in a cost effective manner.

Getting press is important for any company whether it is an established MNC or a startup. A good PR company will help in getting your stories published in various news organizations, thereby, establishing credibility in the market.

How to choose a good PR firm

1.      Meet and greet the whole team, not only the PR agency’s head
2.      Look into their projects they have successfully done
3.      Get a PR firm which is proactive in its functioning even if you have to pay more
4.      Find a firm which can connect to your brand
5.      Ask questions, give them situations, this would help you with  understanding their psyche

A good PR firm will take care of all your PR needs. Once a company’s PR is in good hands there is nothing that could stop its growth

The author of this opinion article is Mr. Shivangad Singh Gill at PR Professionals

Monday, 11 December 2017

PR Education in India: Is there is a Need of Change?

PR or Public Relations is an art of communicating with public with a view to changing their mindset in a certain direction. Its main principle is to create good image for the communicating organizations, ultimately leading to support from the public. This support is a sine qua non for the success of the given organization.

Public Relations teaching in India are not very old, it has been taught as a curriculum for the last decade or so in India.  

It should be more on practical basis rather than based on theoretical knowledge. At present ,there is a large gap between PR industry and the academia. Many colleges/Institutes provides PR and Communication courses without the involvement of industry professionals, such courses are not fruitful enough for its students. For effective PR education, the Institute/ Colleges should involve the PR Professionals to a minimum of 70 to 75%. PR Professionals who run PR firms or heads corporate communication wing should be involved as they bring together their real life experiences to the students thus helping them understand the PR Profession in a better way.

Students should be taught to write press releases, press note, how to pitch a journalist for writing news which can help the students better rather than teaching history of PR, characteristics of its professionals, and the like. Such courses should also incorporate internships from PR firms and media houses.

There is also a need for the professional PR bodies like Pubic Relation Society of India (PRSI), Public Relation Council of India (PRCI) to revisit the syllabus of PR education in our country.

The author of this opinion article is Ms. Navdeep Nandre at PR Professionals

Thursday, 30 November 2017

What is the Impact of Social Media on PR?

Social media has become an inextricable part of merely everything including PR. While dealing with media; traditional media seems to have become less important than social media. The extensive use of social media has drastically changed the way people communicate and share information .So here are some ways of social media affecting the field of PR .

  • Makes PR affordable for Small Business:

Earlier PR firms worked mostly with politicians and large organizations but the social media makes it easy for the small run business too. Now, a small -time entrepreneur can hire people to manage their online presence.  This makes online PR more affordable to their business needs.
  • Provided the 24/7 News Cycle:

Social media also provides the opportunity to give play- by –play updates as a part of crisis management plan. However sometime it can becomes a curse when bad news travels through the social media platform.

  •  Encouraged Customer Focus:

Social media helps in creating a positive relationship with customers. Through Twitter and Facebook, customers can blog about their experiences with the brands.

  • Engagement of Customers:

Social media helps the customers in providing them with more public avenues to easily interact with the companies and the brands as well. This also helps the brands to know about their effect on the masses.

        The author of this opinion article is Ms. Kaberi at PR Professionals

Monday, 20 November 2017

PR for Startups

Starting a new business is never easy and managing it altogether is a daunting task. The brainstorming, raising funds, long work hours, meeting deadlines and a few resources can be extremely difficult at times. You want your business to be in the limelight and to establish a brand name. Here is where the role of Public Relations for Startup comes into action. Here is a cost-effective approach for PR for Startups , which can immediate result in a minimal time. Here are 4 ways to establish a Startup through PR.


The objective of your startup public relations program should be to obtain maximum positive exposure for your company. Getting PR for your startup is the best way to increase your customer base. Concise and clear communication plan is necessary to create awareness. Here is where the importance of a content strategy for startups comes into focus. A content strategy will give you an assurance that your message will have the right kind of effect on the target audience.

Executing the Line of Action

The aim is to get the maximum reach by implementing a steady flow of media based activities. The first step is grabbing the attention of the journalists. Let the journalists know that your story fits with their beat and pitch them on similar stories. This is where PR Professionals can be particularly useful as they can pitch story ideas with targeted media on specific objective of the company. Developing a practical public relations plan is necessary combining the new media with traditional methods. It is also crucial to develop a strong communication with the media. Communicating a great story is an integral part of PR.

Measuring Results and Impact

It is important to implement a tracking system in order to measure results. This helps to get a good return on investment of the campaign by comparing the actual results with the desired. You can start by measuring the amount of media exposure, the media coverage and its reach to the specific target audience.

Determining the Success

After implementation of an impactful PR strategy, you are bound to see impressive results. Positive media coverage will be generated by the time this stage is reached. Once familiarity with the process and media is gained, it will become easy to analyse what works and what doesn’t.

    The author of this opinion article is Ms. Nishi Agrawal at PR Professionals

Saturday, 11 November 2017

Role of PR in the Government

During the World War 1, Government of India set up a Central Publicity Board, which was considered as the first organized PR sector in India. Since then, Public Relations in the government have come a long way giving competition to the best PR agency’s or PR firm.

Government Public Relations contributes in 2 fundamental ways

First is that the government needs to convey its activities and decisions to its publics, which are its citizens.

Second is that a good administration requires citizens to actively participate and communicate with the government.

Government often battles with PR problems like lack of transparency, erosion of public empathy, an unsupportive media and generally a government’s ruined image.

Hence government PR contributes by not letting the above mentioned things take it by crisis rather, improve the relations of the government. It helps by letting people know what is happening in the government and which rules and regulations are being devised by the government which in turn results in better implementation of those policies.

Government PR has come a long way in the past decade, in the current scenario it plays the crucial role of bringing important information to the media and through it to the citizens. 

The author of this opinion article is Mr. Shivangad Singh Gill at PR Professionals