MxMIndia

Category: PR ETC

  • PR has been defined by various individuals and organisations but those are great for text books, writes Amith Prabhu

    Amith Prabhu: Managing the three Es in PR

    By Amith Prabhu

     

    I often get asked this question – What do you PR people really do? What else do you need to have besides good relationships with the media? I’m sure every PR professionals gets asked this question every now and then. The response can range from straight forward to sarcastic to convoluted depending on who is asking.

     

    Well, I do not think there are too many other professions in the world where professionals get asked this question. I have written about this in different ways in the past but will do it once again as India gets ready to host the biggest international PR conference later this week with the ICCO Summit taking place in New Delhi on October 9 and 10.

     

    I have come to believe that the R in Public Relations should stand for Reputation and Relations is just one aspect of the entire Reputation ecosystem. I am also convinced that PR is about managing three Es – events, egos and expectations. But these lines are useless to people who want a bang for their buck. PR has been defined by various individuals and organisations but those are great for textbooks.

     

    So how do we find an answer that is sensible and uniform for our own good? There is no one answer that will work. But let me attempt taking a stab at it anyway in two sentences. PR professionals help manage reputation for organisations, individuals and brands through meaningful engagement with stakeholders. The PR profession involves planning, strategizing and executing to achieve favourable results.

     

    Public Reputation includes Investor Relations, Employee Engagement, Consumer Outreach, Media Management and External Relations which to those not familiar with the range of offerings may just seem like talking to journalists, pushing for a positive story, blocking a negative story interspersed with some wining and dining. This is far from the reality. There is no such glamour in the profession as it is made out to be.

     

    The high in the business comes from being able to advise senior leaders within the organisation or in the client organisation based on data gathered that is translated into insights. There is a wide canvas to explore creativity if one is able to sell an idea well. Lastly, smart PR campaigns are linked to objectives which when realized can be highly satisfying.

     

    So the next time you get asked the question or need to explain try the two sentences in bold above. If the other end is blank with just a stare then you have achieved partial success. If the person at the other end still has counter questions then we need to do more homework on how we tell the world what we do.

     

  • We have every reason to be proud of our profession, despite the tags that get thrown at it from time to time, writes Amith Prabhu

    Amith Prabhu: Public Reputation is a matter of PRide

    By Amith Prabhu

     

    As I write this column my first book is getting wings and taking flight. My first book is a collection of all columns I wrote here from the start and over twelve months. I felt it would be good to put all these columns in one place as our profession lacks literature that one can refer to.

     

    The book is available for those who want a copy by contacting me on Twitter @amithpr using the hashtag #TakingPRide. Talking of books and I’ve said it earlier that we in India need books on the profession to guide us to do Public Relations the right way. I hope some of the doyens of the Indian PR business will take out time to write books that will inspire and show the way.

     

    As you read this column, the World PR Forum is taking place in Madrid. This event held once in two years is organised by the Global Alliance for Public Relations and Communication Management, an international federation of organisations and associations devoted to Public Relations. I had made plans to attend but work commitments led to me calling it off at the last minute.

     

    Communication with Conscience is the theme of this global forum and one can follow conversations on Twitter by checking the hashtag #WPRF2014. I have urged fellow professionals in the past and I do so again to invest in attending one solid national conference in the first five years of the career and one international event in the second ‘five-year’ of the career because there is so much to learn from the connections and conversations that take place in these. It is worth the investment of time and money.

     

    We have every reason to be proud of our profession, despite the tags that get thrown at it from time to time. In a few weeks ICCO Summit will take place in New Delhi. This global conference is back in the national capital for the second time in six years. Again, a golden opportunity to save on air ticket and visa costs by attending the India edition. If you have not registered yet, the time is now.

     

    What else can we do in addition to hoping for an accreditation system, of which I wrote in my last column besides hoping that books on our profession get written and attending global events? I think nothing beats award winning work. One way of doing it is by doing some real good work and then entering them for awards. But a better way is to keep awards in mind and design a campaign that will really stand out. Because to have a public reputation is a matter of Pride.

     

  • The goal is that, by the time we are at the fifth edition of Praxis we are able to have a mechanism and structure in place to offer accreditation for Indian professionals, writes Amith Prabhu

    Amith Prabhu: Getting professionals together is just half the work done

    By Amith Prabhu

     

    The third edition of Praxis held on September 12 and 13 in Agra was testimony to the fact that professionals long to belong and would travel a great distance for 24 hours of revelry, learning and belonging. Having stated that I want to say that we have a long way to go! Despite all the shortcomings, the fact that over 300 individuals representing over 80 organizations coming together for 24 hours means this profession is evolving and in the right direction.

     

    What next? While Praxis will continue becoming an annual feature and we see a lot of interest in an event like this we need to step up to start embracing the concept of accreditation. It is time for Indian professional to get accredited like it happens in the west. Then organisations with the highest number of accredited professionals on its roll will have a better advantage than its peers.

     

    The goal is that, by the time we are at the fifth edition of Praxis we are able to have a mechanism and structure in place to offer accreditation for Indian professionals. Once again, the leaders need to get together and work on the first draft of this concept. Unless there is a whole hearted support of the stalwarts this idea will not get teeth and wings.

     

    Much was spoken at Praxis about opportunities in the future for the PR professional. How can we grab them if we are not equipped well enough? Just being smart professionals is not good enough, being smart and respected is the need of the hour.

     

    The first half of the task is bringing professionals together, the next step is to propel them into a newer orbit of success and growth. Our best quality talent is on par with the best quality talent anywhere in the world but the percentage varies greatly. We need to work towards having a high impact talent force.

     

    This can only happen when three stakeholders get together. Representatives from academia, corporates and consultancies need to make sure they work towards achieving a higher status for the better professional. One step towards that goal is a smart accreditation programme.

     

    While the high profile summit, which included several international speakers behind us, and plans afoot for the next edition, it is time to pause and ponder on what we have to offer in terms of innovative ways for the profession in India. It is time to become like doctors, engineers, lawyers and chartered accountants who have exams that qualify them to practice legally and to a large extent ethically. Are we ready to walk that distance?

     

  • A public reputation mandate for a politician encapsulates the gamut of communications solutions and there are specialist firms emerging to offer just that, notes Amith Prabhu

    Amith Prabhu: Public Reputation in Politics

    By Amith Prabhu

     

    It is good to see numerous Indian politicians investing big on their Public Reputation management. Thanks to the current Prime Minister who brought in a culture of marketing and communication, the importance for this craft has increased ever since the election victory of May 2014. Chief Ministers and Members of Parliament are setting aside time and money to ensure they communicate with their stakeholders, something they never took seriously earlier.

     

    So what is it that these national politicians can look for from reputation management professionals? If they are expecting a quick fix to their own or their party’s reputation then they have not understood the power of this craft. Public Relations is like Rome – it is never built in a day. What most people miss is that Narendra Modi built a PR campaign over 10 years starting in 2003. He carefully laid the foundation that is today a rock-solid structure.

     

    In doing so, he ensured the stigma of a deadly riot under his watch got gradually erased. On the other hand, few politicians let their good reputation turn bad and worse in a matter of few days. So, what then can one offer in terms of a reputation management bouquet?

     

    I think there is much more than mere Public relations or media outreach here. It starts with communications research where talking to stakeholders, especially voters and getting their feedback is the bare minimum. The research can be through surveys or focused groups, which is better known as polling. Polling leads to the understanding of what one needs to communicate. But between polling and communication lies the real Action. If politicians do not do the right thing then no amount of communication can help. Communication needs to happen in real time and not in retrospect. Voters have a short-term memory. A politician is only as good as his or her last appearance. Hence a key messaging framework can stem from a bit of Doing.

     

    Community relations, constituency outreach, and voter engagement are all the same thing but called differently. If this element is not in place then Doing the right thing is never good enough. Building this connect is part of the larger narrative and needs time and tools to be done well.

     

    Then there are backroom elements of speech writing and delivery, digital marketing which includes smart use of apps, social, mobile, display, search and creativity that then lends itself to a media plan that encompasses Earned, Owned and Paid. Politicians seldom understand the difference. In simple terms Paid is what we pay for in the form of advertisements, advertorials or buying air time or print space to share content. Earned is what is written, spoken or said about us with no transaction involved in cash or kind. And Owned is having our own outlets and channels to share information.

     

    In a nutshell, a public reputation mandate for a politician encapsulates the gamut of communications solutions and there are specialist firms emerging to offer just that. Will politicians come forward to use these services? Will they then pay ethically and offer the right price? Will they appreciate the impact of professional support? Only time will tell!

     

  • A list of 26 things brands and their custodians need to bear in mind in order to protect and enhance the reputation of the gems under their care, courtesy Amith Prabhu

    Amith Prabhu: The Public Reputation Alphabet

    By Amith Prabhu

     

    Public Reputation is built on the pillars of Actions, Behaviour, Character and Dialogue. And these are true for brands as well as men and women who manage these brands as executives, spokespersons and chief officers. This is a list of 26 things brands and their custodians need to bear in mind in order to protect and enhance the reputation of the gems under their care.

     

    Actions are what we do that are known in public. Hence brand custodians, whether in a PR firm, an ad agency or working with the company that owns the brand need to be extremely careful when they represent the brand.

     

    Behaviour is about mannerisms which is a mix of body language, demeanor, excellence, display of punctuality and various things associated with respect and discipline. Out mental framework is displayed by how we behave.

     

    Character is the inherent qualities that others look at us for. The character of individuals or groups who work on a brand rubs off on the brand itself, most often.

     

    Dialogue is how we collaborate and converse with various stakeholders in a process of engagement. Ensuring that this is respectful is of utmost importance.

     

    But why stop here. Let’s go all the way to Z.

     

    Ethics at all times. This is not negotiable and this needs no explanation.

    Fearlessness to strive for excellence. Doing the right things is not everything. It has to be the only thing.

    Guts to do the right thing. Building on fearlessness, having the courage needs much more than just the willingness.

    Honesty in every dealing. Need one say more?

    Inspirational product or experience that people want to come back for more. Apple is an example of this attribute and there are few other brands that do not stop inspiring.

    Joyful employees is an important aspect of a brand organisation that help build brand value.

    Kind gestures from employees of the oragnisation that the brand is part of, go a long way in building positivity for the brand.

    Leadership qualities that executives behind a brand display internally or externally are paramount for a brand’s success.

    Meaningful ways of doing things. This ensures every existing and potential brand users is delighted every time.

    Noble deeds are far and few. But along with kind gestures these are important for an organisation to focus on as a part of giving back.

    Openness, especially in times of crisis is very critical for a brand to be seen as forthcoming and transparent.

    Purposeful in terms of brand attributes that add value to the customer.

    Quality is not an option. The first thing that happens when quality of a product or service suffers is the bashing it gets on social media.

    Respect must be earned and this is a slow and steady process that comes from the Right Actions, Right Behaviour, Right Character and Right Dialogue.

    Simplicity is important in an ever complex world of multiple options. This needs no explanation.

    Trust has to be built by what the brand offers and what brand custodians say about the offering. Trust and respect go hand in hand.

    Uniqueness is important to build a good reputation quickly. When the product or service addresses a specific problem that has not been addressed before it becomes likeable.

    Valuable is ultimately about value for money and about creating value. If a brand gets this right then it has hit the right chord with stakeholders.

    Warmth that a brand exudes is seen when dealing with the face of the brand or seeing brand ambassadors. This is important in building a public reputation.

    eXcellence is about ensuring that a brand gets it right each time and in everything it promises to offer.

    ‘Yes We Can’ attitude is how a service brand or a product brand that needs servicing ensures that the user experience is always superior.

    Zeal is about passion and enthusiasm that people working for a brand display at all times.

     

    I hope this helps public reputation professionals plan reputation enhancement campaigns for brand they work on in a systematic and scientific way.

     

  • Some clients need to be trained on an understanding of Public Reputation and there needs to be a training programme for clients who do not have a background in PR firms or good corporate communications, writes Amith Prabhu

    Amith Prabhu: Public Reputation cannot be built in a day

    By Amith Prabhu

     

    This column is about three separate ideas and how they need a rehaul.

     

    First idea: Some PR firms in India are known to have built their business based on undercutting, wherein they have made their money but ended up offering low quality service and talent bringing disrepute to the profession. These topics are never discussed in public but we all know this happens in every profession and push it under the carpet. Is there a way this can be fixed? I think there is. We need to welcome an accreditation system, we need to ensure a minimum billing standard which the association of consultants and its members should follow and we need to invest in good talent that delivers beyond media relations.

     

    Second idea: Talking about talent. I have happened to work directly or indirectly with four to five PR firms in India, as an employee, as a consultant and as a client. I have noticed that every firm has some talent that is on par with those in developed markets. I have also noticed that several firms have a large number of run of the mill human assets who do not want to go above and beyond. This can only change when we identify a minimum qualification and a basic intensive training that is a mix of general training that is common to entry level employees of member firms and specific training from a common syllabus that each firm imparts on its own with required customization.

     

    Third idea: Having worked for over 50 brands and organizations over the last decade in the corporate world and now in the political world, I have come to realize how shallow some minds at the other end are. Some clients need to be trained on an understanding of Public Reputation and there needs to be a training programme that teaches these clients who do not have a background in PR firms or good corporate communications. The folks I’m referring to generally come from the area of sales, administrative services or writing. They think a media contact can swing a positive story or two and that is good enough. Not any longer in a highly digitally sensitive world.

     

    This column could be slightly provocative. That was the original intention. When these three ideas are talked about and then solutions are discussed and implemented we will have better days. Public Reputation Management needs some reputation enhancement.

     

  • Many clients find it hard to believe that Public Reputation Management is a science and not just an art of charming and buttering which may have been the case 20 years ago, writes Amith Prabhu

    Amith Prabhu: Why is Public Reputation Management widely misunderstood

    By Amith Prabhu

     

    In the start-up I run, I work with a tiny bunch of political clients helping them embrace the power of communications and enhance their public reputation. Kindly note the absence of the term Public Relations. They are in a phase that most corporate clients were in a decade ago – completely focused on media relations.

     

    They find it hard to believe that Public Reputation Management is a science and not just an art of charming and buttering which may have been the case 20 years ago. But the good news is there is a change in mindset that is slowly evolving.  Let’s examine why there is a complete misunderstanding of our profession by clients and potential clients.

     

    We do not position right – We are unable to communicate accurately about what we do because we have not taken the pains to get together and find an elevator pitch that make sense. We are questioned by family, friends and random acquaintances and most often than not we end up cutting a sorry figure. Many end up thinking we are in the sophisticated courier business.

     

    We do not behave like lawyers – PR firms began after the World War II in order to help some smart organizations capitalize on earned media. Firms were designed like law firms and expected to achieve an objective for a fee. Commissions were not paid because remuneration was on a project fee or retainer for consultancy and execution similar to how lawyers first advised a client and then argued a case in court – our courts are the many stakeholders and they make the judgment on how well we offer or position our product.

     

    We do not convey that what we do is a science and not just an art – Recently, a client of mine wanted me to change the format of a mobile press conference (yes – you read it right, a press conference on wheels) with a 12-hour notice. On telling him that the new plan would not only pose security risks but also hamper positive coverage, he retorted by saying security should not be the worry of PR, just getting positive stories should be. The science I’m referring to is about taking into account every detail to ensure a good reputation only gets better.

     

    We do not train journalists who move into the profession to understand what we do better – Very often journalists are hired by PR firms without a proper orientation on what encompasses the business of public reputation management. They in turn fail to realise there is much, much more to the profession than mere media relations. I have interacted with a few in the recent past and feel sad that the firms hiring them are not being fair to them.

     

    We do not measure our efforts in a pre-defined manner – Public Reputation professionals rarely go to their bosses or clients with a focus on measuring their campaigns so that they can be evaluated in a fair and just manner. Measurement is mostly an after-thought. This only hampers making us come across as serious professionals. Hope this changes for the better.

     

  • The need of the hour is constant refreshing of knowledge and a few good books written by the stalwarts of the business, writes Amith Prabhu

    Amith Prabhu: From Public Relations to Public Reputation

    By Amith Prabhu

     

    There is a wrong notion of Public Relations that some very powerful communicators have created and to many this has become the gospel truth. Hence the terminology I will use henceforth to a great extent of Public Reputation. It encompasses much more than just relations.

     

    Unfortunately, true blue practitioners are too busy chasing targets and meeting goals to be able to make time to correct this perception. It is amusing how some people will refer to professionals as PRs. It is also sad that several veterans do not make the time to engage with the larger fraternity.

     

    The need of the hour is constant refreshing of knowledge and a few good books written by the stalwarts of the business. I wish ten people come together for a magnum opus. That will be a historical book and a bible for professionals in India.

     

    I wish Roger Pereira, Madan Bahal, Prema Sagar, Bela Rajan, Sunil Gautam, Sunil Agarwal, Rajiv Desai, Shiv Reddy, Veena Gidwani and few others get together to either write their own individual book or make a magnum opus out of a joint collaboration to bring out a truly world class book on Indian Public Relations. This could include stories of their start up days, best practices, case studies, practical tips, advice for professionals and many other things. Someone really needs to bell the cat.

     

    Another thing that needs to happen is a regular series that imparts quality education to professionals. We need to constantly upgrade skills and there are very few affordable options for this to happen. There is immense scope for a weekend classroom style monthly workshop programme to impart general training to the professionals at large.

     

    Several books float in bookstores, several training programmes happen within the four walls of the office but to have a book by the doyens of the Indian PR business and to have experts teaching the art and science of Public Reputation is something else.

     

    Public Reputation Consultancies is what businesses that operate need to start calling themselves. It may not have takers initially. But this initiative should then lead to the process of having an accreditation process and only then will we bring more respect to our profession and ourselves.

     

    Some may argue that this is not required or that we are not disrespected. But that is not the truth. We need to make a drastic change in our approach and it has to start with replacing the R in PR to Reputation. We will be better off when we do that and then walk the talk on Public Reputation.

     

  • PR should no longer stand for Public Relations but the 'R' should stand for Reputation, writes Amith Prabhu

    Amith Prabhu: The art of Public Relations – it is about practising what we preach

    By Amith Prabhu

     

    Last weekend I encountered a unique situation on social media. A suggestion I made on Twitter was misconstrued by the officebearer of the organization in question. Instead of taking it in the right spirit and offering to make amends in the future for the betterment of the profession he started vociferously defending an omission.

     

    My biggest strength is my humility. I unleashed it fully after realising the allegations and counter allegations were going nowhere so I chose to apologise and let go. I not only apologised on Twitter, on text and on email but also made attempts to call the person and also offer to meet in the following week for hardly any fault of mine.

     

    Two quick learnings from the above. As Public Relations professionals we advise clients not to take a spat in public but sometimes we forget this advice we give out so often. But humility and quick thinking are essential ingredients in our profession and I chose to apply these in good measure.

     

    Anyway, all is well that ends well. We met on Friday for lunch and decided to focus on the future and leave behind the past. The purpose of mentioning this incident in this column is because every situation has some learning in it.

     

    How we apply this learning in our personal and professional lives is of paramount importance. Well, on a different note I have begun to believe that PR should no longer stand for Public Relations but the ‘R’ should stand for Reputation. I will write about Public Reputation in the future and try and explore the various facets of this concept.

     

    Public Reputation is about a holistic approach to building, managing and enhancing the reputation of a product or corporate brand. It is bringing in creativity, digital marketing, consumer outreach, media relations and event management under one bouquet to strengthen relationships and offer experiences. Advocacy plays a bog role in all this and Public Reputation is built. As I move to a new philosophy of looking at PR, I would like to sum up what PUBLIC RELATIONS is all about in a way that captures its true essence.

     

    Publicity Campaigns

    Unique Stunts

    Big Ideas

    Leading Communications

    Intelligent Conversations

    Creative Solutions

    Reputation Management

    Ethical Approaches

    Leveraging Relationships

    Agenda Setting

    Tactical Support

    Igniting Thoughts

    Opening Avenues

    Nurturing Stakeholders

    Supporting Causes

     

  • The day we collectively stop saying PR agency we will be better off in just bringing back the self-esteem that some clients, ad agencies and media have helped to erode, writes Amith Prabhu

    Amith Prabhu: Positioning, Participating and Packaging and a night to remember

    By Amith Prabhu

     

    I was at the Sabre Awards night in New Delhi last Friday. Now in its second edition in India, the programme received 400 entries from over 25 firms, which, as the organisers claim, is double the number of entries received on its debut last year. The awards ceremony was preceded by a mini-conference on three interesting topics.

     

    My column is about three observations in three capacities – first as a PR professional, secondly as an observer of all things PR and thirdly as a member of the jury at Sabre. I am not batting for any of my former employers nor am I trying to promote an event I co-organise. I may be provoking a debate and I hope I do.

     

    First, the positioning we have created for our profession of calling firms we work in as agencies is pitting ourselves alongside any other service provider which in my humble opinion needs to change. I think the day we collectively stop saying PR agency we will be better off in just bringing back the self-esteem that some clients, ad agencies and media have helped to erode. One of the panel discussions brought up a heated debate about how the client felt that PR firms were not delivering value. My only suggestion to clients who think that way is to step back, think hard and find out if they even have access to budgets to run meaningful PR campaigns which certainly come at a price and then to tell their firm on record to invest in outstanding talent that come from Ivy League institutions who are paid what they deserve and then give them 12 months to deliver some great action based on jointly arrived at ideas. Until this happens, the chicken-and-egg debate will never end till the cows come home.

     

    Second, several practitioners felt left out of an awards night that is the pride of the business. We are not an industry though we like to call ourselves as being part of one. We are a community of consultants and that’s that. The weirdest part is that some firms who sent entries were not sent invitations to buy seats or tables at the event because they were not members of the organization that co-hosts this event. It is a different matter that 7 of the Top 20 firms in the world besides three other prominent Indian firms are not members. It is the duty of the Indian organisers to ensure three things – a) that whether or not the firm is a member of the organization, the fact that it has participated in an awards programme deserves an invitation to buy seats or a table b) the organization cannot suggest that one should check news in order to become aware of the availability of tables c) there has to be a way to promote the event to as many people from in-house roles who feel left out.

     

    One solution is to have an association of individual practitioners from both sides – consultancy as well as in-house that comes together to celebrate the profession. This also has to involve the under 35 generation (largely millennials) to be part of the growing movement. I’m sure that someone will bell the cat soon.

     

    Lastly – the packaging of entries needs a serious introspection. As a member of the jury I was fortunate to glance through some great work but only one firm has mastered the art of sending entries in a format that is succinct and clever. I hope that firms learn to use storyboards or a one page format to share the campaign and its outcome. I pray that firms do not send reams of media output as part of the entry. Put it up on a microsite and share a link if you really want to flaunt it. And for our own sake let’s stop using AVE in entries. It can’t get more awful if we as professionals subscribe to that devious concept.

     

    I hope this marks the beginning of better positioning for ourselves, better packaging of our entries and more inclusiveness, more transparency and more relevance. If the majority of the professionals are left out when they belong to an age group where they long to belong it will be unfortunate. So here is to more collaboration in the times ahead.

     

  • There is a major disconnect between college fees, starting salaries and retainers, rues Amith Prabhu

    Amith Prabhu: The vicious PR cycle of education, jobs and salaries

    By Amith Prabhu

     

    I spent a day on the campus of a leading communication school this past week interacting with first and second year students. Something that is an annual feature on my calendar. The institute also happens to be my alma mater. Students here invest or spend a million rupees over two years to get a master’s degree – this amount is ten times more than what my batch mates and I shelled out a decade ago.

     

    The students hope to graduate and get job offers at an annual package that is close to what they pay as their fees in the first year and this is where a major mismatch happens. Half the fee is Rupees 5 lakh and starting salaries at most PR firms are not even remotely close. They range between Rs 2.5 to 3.5 lakh. This leads to students wanting to pursue corporate jobs which promise better entry level salaries but not the kind of learning one would get at a PR firm. To add to this wound, I’m told some firms discriminate between institutes and choose to pay students from one institute a premium over the other, which is an unfair practice, if there is truth in it.

     

    The reason PR firms cannot pay fairly higher salaries to freshers is because the retainers have not risen in the last ten years the way the fees have skyrocketed. Hence there is a major disconnect between college fees, starting salaries and retainers. How does one fix this constant problem?

     

    To add insult to injury, there are the undergraduate courses which compete for the same jobs and same internships. Can PRCAI step in to work closely with the communication management institutes offering two year programmes to offer them opportunities that are better I terms of number of quality jobs at a better pay?

     

    Because if this problem is not addressed we will continue to pay peanuts and get monkeys.

     

    Our profession will continue to remain mediocre. And no amount of tall talk can salvage the situation. There is a school of thought that feels a master’s degree in communications is not a prerequisite for a career in Public Relations but that idea is not based on a solid foundation.

     

    The communication institutes need to unite and relook at their fees. One can’t hope to recover huge infrastructure costs in five years instead of ten and put the onus of paying back huge investments indirectly on PR firms through greater starting salaries than they already are. A vicious cycle is being created which does not seem breakable in the short to medium term.

     

    The salaries, retainers and college fees need to be interlinked and three sets of stakeholders need to sit across the table and find a solution. Clients need to realise that if they want to get the best team working on their business from a PR firm, the PR firm needs to hire the best talent available. This can only happen when retainers go up.

     

    Until such time this happens, there will be sulking faces all around. Public Relations firms will not be able to attract better talent who come at a price. The face of the business will not change.

     

  • This year's Praxis is divided into two parts, writes Amith Prabhu: the conference on afternoon of Day 1 and morning of Day 2 which is the main event and a workshop segment on the evening of Day 2 and morning of Day 3

    Amith Prabhu: Praxis 2014 is slicker, smarter and super

    By Amith Prabhu

     

    There is one instance every four to six months when I use this space to promote an event close to my heart. I do it because this is not a commercial venture and MxMIndia is a founding online media partner. This column will give readers an overview of the upcoming summit, which is India’s only offsite, weekend conference for the fraternity.

     

    This year we have divided the summit into two parts. The conference on afternoon of Day 1 and morning of Day 2 which is the main event and a workshop segment on the evening of Day 2 and morning of Day 3. While over 250 professionals are expected for the summit, only about 50 are expected to pay an additional sum and attend the workshop, which is being organised in partnership with The Communique, a company that focuses on training for PR and communications professionals.

     

    The opening afternoon will have a keynote address and a special address along with two high profile sessions. The first of two keynotes will be by the mother of cause-related marketing in America, Carol Cone who is the global chair of the Business+Social Purpose practice at Edelman. This is followed by a session where we bring together four individuals who founded four of India’s big firms. They include Prema Sagar of Genesis BM, N S Rajan of Sampark Ketchum, Sunil Gautam of the erstwhile Hanmer & Partners which is now MSLGroup India and Madan Bahal of Adfactors. The other high profile session will have three veterans who run the Asia operations of some of the large firms. They are Viv Lines of H+K Strategies, Jon Hughes of Golin and Bob Pickard of Huntsworth. A fourth chairperson is likely to confirm shortly. This is followed by a perspective from Europe by Yanina Dubeykovskaya who runs an independent event in Davos called the World Communications Forum.

     

    This then moves on to the regular feature of a few felicitations and a Friday evening of entertainment over cocktails and conversations, followed by dinner.

     

    Saturday morning starts early with a panel of and by millenials from both in-house and consultancy backgrounds. This is followed by either a panel of corporate responsibility chiefs or a special address by an international speaker. Bonin Bough of Mondelez and Jimmy Soni of Huffington Post have tentatively indicated their interest to be present for this session. The second keynote will be by Paul Holmes who needs no introduction. The ultimate session is MINDFIRE 2468 where 10 firms are invited to present a campaign along with their client in not more than 8 minutes, using no more than 6 slides, with not more than 4 bullet points per slide and will have to be presented by 2 individuals from the client and consultancy side.

     

    Once this concludes, attendees break for lunch followed by which those who wish to see the Taj Mahal may do so, the others are free to return to their next destination. The workshops commence at 3 pm with journalist Charles Assisi leading a segment on Creative Writing Skills and on the following day a session on Leadership Skills by executive coach Advait Diskhit. These sessions will be of four hours duration each. And one can register directly for these at http://www.thecommunique.co.in/workshops/

     

    This seems like a slicker, smarter and super summit in more ways than one. More information is available at www.praxis2014.in This completes the journey to PR heavy zones from Pondicherry in the south to Lavasa in the west to Agra on the north. Since the response from the East is lukewarm, in all likelihood the summit will move to the South in 2015. Where and when will evolve from feedback and conversations.