Public relations professionals work with media –
magazines & newspaper editors & radio & TV
producers to get their clients' stories in the
Because there's an awful lot of media hype out
there, and there are only so many stories the
media can or wants to cover in an edition, PR
people work hard to come up with new angles to
attract attention and present their clients in a
Public relations agencies also provide their
clients with materials like press kits, annual
reports, speeches and brochures all the tools
that go toward making that company, celebrity
or celebrity-hopeful look
Departments in PR Agency
How to identify a client
• Attend trade conferences
• Meet new people
• Introduce yourself
• Tie-up with advertising agency
• Join PR society
• Attend trade exhibitions
• The next step is to fix an appointment and
explain them how PR can help them.
• Note down the brief by the client on their
• Discuss about the prons & cons of public
Draft the strategy plan
• Study about the client, the business, group companies,
• Check online and read more about the client
• Track news related to his business, so you understand how the
industry is growing, etc
• Do a dip-stick study to understand what the media thinks
about the client
• Draft a strategy plan based on all the parameters.
• At the end of the plan present the total costing direct as well
as indirect, etc.
• Remember: ALWAYS PITCH 30% INFLATED DIRECT COST
Present a plan to the client
• Post briefing present a plan which can best
work for the client and the cost factor.
• This should only be a strategy plan, not a work
• The strategy plan should spread over a period
of 12 months to be on safe side, else eight
Why a agency is not selected?
• Strategy plan does not suit the brief
• Lack of in-depth understanding about the
• Agency does not have enough resources
• The agency was not able to provide value add
to the client.
• And more….
Key parameters to be covered in
an NBD Pitch presentation
• Brief about the client’s company
• Issues faced by the client or problem areas
• Communication objective
• Key focus areas to solve the problem
• Key messaging for communication
• How the agency plans to start the communication plan
• Different initiatives
• Desired outcome of the strategy
• Role of the agency
• Monitoring and evaluation of the campaign
• Fee structure
• What the fee does not include
After 40 to 50 days
Usually after 3 months or crisis
Again back to normal before
The end of 4th month
Attributes of Client Service
• Lot of co-ordination, have to stay COOL under pressure
• Maintains balance and calm. Does not get worked – up or excited.
• Be ready to hear lot of “No’s” then “Yes’s”
• Does not take things personally
• Good presentation, management and leadership qualities
• Maintains good relations with personnel from various depts.
• Enjoys communicating & mixes with everybody
• Good writing skills
• Briefing, report writing, thinking fast and immediate
• No grumbling and watching the clock, often have to forget
• Properly attired. A well groomed look is an advantage
Varied and diverse
Growth trend boosted by increasing urban literacy rate which
stands at 73.08%
Reaches more than 92 percent of the Indian Population in
TV viewing is the most popular form of media followed by Press
Internet is making inroads slowly however restricted to
• Increasing penetration of cable TV in rural areas
• Regional media is growing strength to strength
• Media getting more marketing driven
• Fierce competition in all sections of media
• Growth/Increase in:
– City Features, Feature/analysis
• De-growth/Decrease in:
– Government control
Therefore to summarise…
• Simplicity sucks but complexity sinks
• News as entertainment
– Media for the MTV generation
• The death of real specialists and the rise of quasi
– Specialists are set on watching you
– But there’s always a Generalist messing up.
• Deadlines are tighter than ever- and alive always
• Paid-for-spaces Vs the truly credible spaces.
Therefore what makes a story
Newsworthiness + Strategic Messaging =
• Strategic Messages are simple evidence-based
statements about the company and products
which essentially summarise the “satellite's eye
view" of the company and products
– Don't confuse strategic messages with marketing
– Journalists auto-filter hype and flamboyant
MAPPING PR EFFORT
TO THE RIGHT RESULTS!
What’s hard about measuring ROI?
• To document success
• To encourage future work
• To justify your expenses
• To improve your future campaigns
• To build credibility
• To determine a basis for the next campaign
• To promote the value of PR in your organization
Things to Consider
• Was the campaign well planned?
• Did the recipients understand the message?
• What improvements can be made?
• Did you achieve your stated goals?
• Was the budget adequate?
• What is replicable for future campaigns?
• There is a tendency for many PR practitioners
to measure their output, rather than the
achievement of their goals
– For example, collecting press clippings is not
– Evaluating the cm X cm X .per cm advt cost
• In order to measure success, you must first
• As part of your research and strategic planning
phase, you and your client need to agree on
realistic goals for accomplishment
• This ensures that your work will be recognized
and disagreements will be minimized
• A defined increase in sales
• A specific number of mentions in the press
• A measured increase in public awareness of a
brand or service
• A pre-determined increase in customer direct
inquiries about a product or service
Clients from Hell
• The worst case scenario is ambiguous, ill-
• This invites the client to challenge your work
• A physical counting of press placements will
• This may not truly represent success
• There is a temptation to send out excessive
releases to manipulate the perception of
productivity (and add to the client’s bill)
• A campaign for a new soda is mentioned in
several newspapers and magazines
• Add up the circulation of these publications to
get the estimated “media impressions”
• Useful to track the penetration of a message
• However, the number can be misleading
• This number does not reflect how many
people actually saw the message – only how
many were exposed to it
Advertising Value Equivalency
• Since story placements are “free,” there is an
equivalent rupee value for the exposure
• What would it have cost your client to get the
same sort of exposure via paid placement
• The AVE calculates the estimated value of the
exposure (in ad rupee)
Systematic Content Analysis
• Many of these software programs track the
intricacies of the media coverage
– Positive vs. negative coverage
– Relationship of the coverage vs. your competitors
– Contextualization of your coverage compared to
the overall placement opportunities in the media
Measurement of Audience Awareness
• How many people know about your message
• You can conduct surveys to determine the
• What action does the audience take as a
result of the exposure to your message?
– Do they buy your product?
– Do they talk about you?
– Did they request more information?
– Did they enter your contest?
Conclusion – Measurement &
1. Without a benchmark, we have no way to evaluate
2. Evaluation is process-oriented: knowledge- based
3. We can evaluate public relations, but what we
evaluate toward is not exactly what some call
“ROI”; ROE must be constantly evaluated to better
4. We can collect, analyze, evaluation and
recommend courses of action