India’s first corporate PR ezine VOL 1 Issue 6 - August 06
Published by Prime Point Foundation and Chennai PR Club
PR-e-FACE: From the desk of Chief Editor
“Good skills with good attitude leads to extraordinary success“
Today’s youngsters face tremendous
There has been tremendous response
challenges, which was not prevalent
from the readers for the
ten years back. Unfortunately, many
past issues of our PR-e-
of our youngsters suffer from
Sense and even many
‘attitudinal’ syndrome, due to many
of the organisations have
reasons like work pressure,
begun to preserve the
unreasonable targets, etc. This leads
hard copies in their
to ‘stress’ which again leads to ‘bad
library. Delighted with
attitudes’ like ego, arrogance, casual
the success of this ezine,
approach, lack of initiative, etc. as
we are integrating from
experts say. It may lead to ‘bad
this issue onwards to ‘Podcast”.
health’ at middle ages. Money cannot
bring good health.
Podcasting is a new communication
tool, through which, one can listen to
Presently more than 60 percent of the
the audio stream. In this issue, we
population in India is less than 35
will be linking three podcasts to our
years of age. Hence, in the interest of
future, we need to address this issue
Every issue of our ezine focuses on a
single theme, and this month we will
There is not enough awareness
be focusing on “Skills and Attitudes”
amongst the youth about the need for
needed for any person to get success
developing good attitude. A time has
in their career and life. The present
come to spread the awareness about
competitive environment puts
developing ‘Positive Attitude’ amongst
tremendous pressure on the
the youth, to be successful in their
youngsters to show high level of skills.
career and also to keep good health.
There are enough opportunities to
develop the required skills.
PR-e-CISE – Inside this ezine
An exclusive interview with Dr K Views of eminent academicians and
Pandiyarajan, Founder and CEO, Journalists on the skills and
MAFOI Consultants attitudes
Interview with Mr D V Sridhar, Podcast of eminent persons
Yoga Conunsellor on “Relieving of • and more …
stress” to develop good attitude
PR-eXCLUSIVE – Sense the opportunities to succeed
Mr K Pandiyarajan (46) is a well between top management and lower
known name amongst the leading level. At the entry level, the
Corporates in employers look for ‘soft skills’
India and in predominantly, as distinguished from
many countries ‘knowledge’ component. They should
for his HR have the ability to learn and speak.
services. He Q: What are the negative
started MAFOI attitudes that prevent employees
HR Consultancy from their growth or success in
services in 1992 in a humble way and the career?
made this as No.1 HR company in A: I feel that lack of initiative and
India within a short span of 14 years. high level of dependency are the main
MAFOI has 71 offices in India and in negative factors. I consider that our
other countries, recruiting 3500 educational system and family system
persons (will be 5000 by end of 2006), are mainly responsible for this
which includes top management CEOs syndrome. Ability to act
and COOs every month. MAFOI is independently and doing things by
presently offering varied HR services, ‘self’ is lacking at all levels.
including the latest Academy of
Training. An Engineer by qualification, Q: How to improve the situation?
he is also deeply involved in literary A: Knock at every opportunity that
and social activities. Despite his hectic comes to you. Students should
schedules, he is one CEO who is develop self orientation. Employers
always accessible for any one with an may talk about ‘initiatives’ as key
ever smiling face. No doubt, only his element. Our systems and process
personal qualities have brought him encourages dependency, rather than
more laurels. developing initiative.
In an exclusive conversation with Mr Q: What is the secret of your
Srinivasan and Mr Narrendiran, of success?
PR-e-Sense he explains the various A: Excellent team spirit and secondly
aspects of skills and attitudes that are sensing the opportunities and
expected by Corporates. Excerpts: converting them into business model.
We have developed the spirit of
Q: What are the expectations of learning from failures; allowing the
Corporates from the employees on failures to happen and grow from
the ‘skills and attitudes’’? there.
A: Knowledge, Attitude, Skills and
Habit (KASH) differ from role to role. Q: What is your message for the
We recruit CEOs and COOs also. youth for career development?
entrepreneurial ability, ability to A: First, believe in yourself.
integrate people and ability to work Secondly, we have many things that
with objectives are the main provide opportunities. Young people
requirements for top management get caught within themselves. Go and
professionals. Middle management look outside and capture the world
executives should have cultural
sensitivity, which is the linking role His email id: firstname.lastname@example.org
Listen to the full interview through podcast at
PR –e- VIEW – Expert views
Dr Nirmala Prasad, Principal, MOP Vaishnav College for women, Chennai -
“Synergise the creativity of the youth with the wisdom and experience of elders”
The students and youngsters should students have an attitude that they
develop the right know everything. Another worrying
skills and attitudes factor today is that many youngsters
to become have a ‘killer instinct’ to succeed at
successful in their any cost and not through own efforts
career and life. and hard work. Some students do not
Every educational want to learn right work culture.
institution tries to
develop the right Educational institutions should
skills. In spite of encourage students to work in a team.
brilliant academic This would help the students to adjust
career and skill sets, if the right with team members and the
attitude is not developed, they become shortcomings of others. They should
liability to the organisation they work, be taught to synergise the creativity of
than assets. Right from the day, they the youth with the wisdom and
enter the college; many of the experience of elders.
Mr Xavier Prabhu, CEO, PR Hub, Bangalore email@example.com
“Three ways to improve the skills and attitudes”
Many youngsters who join the PR of them of the
industry consider the profession as a industry needs. A
cake walk and they come with partnership with
unrealistic expectations of career academic
growth within short span of time. The institutions need to
industry lacks middle management be developed. (2)
executives to guide the youngsters. I The employees in
find many youngsters are not the organisation
interested in doing the background should be given
works. They would like to do training on an ongoing basis and (3)
superfluous things. Employee motivation and Internal
communication strategies which we
I suggest three ways to improve the dole out to clients should be
situation. (1) Senior professionals implemented within the organistion
should visit the academic institutions also.
and interact with students to appraise
Have you joined the PR discussion groups?
Image Management Group – Second largest yahoo group on PR with 1280 plus
global members. Click here
PRpoint Group - The largest Indian group for PR/Corpcom /academic professionals
with 580 plus members. Click here
India Vision Group – The largest Indian group to discuss India Vision – around 800
Indian youth as members
PR –e- VIEW – Expert views
Ms V Poornima, PR Executive, Rediffusion PR firstname.lastname@example.org
“Consider every challenge as an opportunity”
Today different types of skills are
required for to peer pressure and desire to come
success in up in the career in short span.
skills can be If it is left unchecked; it would lead to
acquired from stress and strain ourselves at young
competent age itself. We need to develop good
sources and interpersonal skills and positive
we can equip attitude towards everything. We
ourselves should consider every challenge as an
fully. Another major challenges for opportunity to learn.
youth today is the lack of inter
personal skills and negative attitude Youngsters have to shed ‘I know it all’
with ‘ego’. This happens due attitude and try to learn every simple
thing from others.
Mr Bhagwan Singh, Chief of Bureau, Deccan Chronicle email@example.com
“Now young persons are in the right track”
Earlier, parents were deciding for their is becoming super power. Education is
children. Now, the present generation also becoming better.
of students decides for themselves. Young
Due to media and international persons
exposure, they have many choices. should take
Parents have become ‘facilitating the elders
guides’. Now young persons have into
great responsibility to decide for consideration.
themselves to make right choice. Experience
does matter. They should shed the
Quite often, they tend to decide based attitude that ‘the elders know nothing’.
on the peer pressure. Now young
people are in the right track. This is We should be happy that young
being exhibited by the fact that India persons, by and large are very much
To listen to the podcast of Dr Nirmala Prasad, Mr Xavier Prabhu,
Ms V Poornima and Mr Bhagwan Singh, please visit the following
Attitude is everything: A simple calculator
Level of Outcome in
Skills + Attitude = Career & Life Health
Good + Good = Extraordinary Very good
Bad + Good = Success (with efforts good
Good + Bad = Temporary success Bad
and final downfall
Bad + Bad = Disaster Bad
PR –e- VIEW – Expert views
Mr D V Sridhar, Yoga Counselor and Teacher, Founder, Yoga Raksan
“Stress leads to bad attitude and bad attitude leads to stress”
As a Yoga In view of this, ‘human values’ take a
Counselor, I secondary status. Constant friction
meet lot of leads to diseases. Retaining the job
youngsters has become primary importance and
who come to the rest have no value.
for various Without a positive relationship,
reasons. performance cannot be done and this
Most of the is most important in the life. One may
people complain of acidity in stomach, get victories here and there, but it is
elevated blood sugar, elevated high not permanent. At the cost of
blood pressure, etc. We found out ‘personal attitudes’, they want to make
that the root cause of all such progress.
problems is only “stress”. These
youngsters who are employed in ‘Bad attitude’ leads to ‘stress’ and
various MNCs with high salary have to ‘stress’ leads to ‘bad attitude’. This
show high performance. Stress is cycle helps each other. Finally, we
caused due to job pressure and end up having both ‘bad attitude’ and
interpersonal relations. He wants to stress’. To react with the people, one
perform to excel others and to keep has to develop proper frame of mind.
his status. A rat race seems to have
set in. Some of the breathing techniques in
Yoga will help to reduce the stress and
improve the interpersonal relationship.
To listen to the interview (podcast) with Mr Sridhar and to get the step
by step guidance for ‘breathing techniques’ to relieve stress at office
environment, please visit
Pioneering Way” at a function at New
Melcole PR completes 20 years
Delhi on 19th July 2006 during 20th
MelCole Public Relations, considered to
be India’s first independent
professional PR agency marked the
completion of 20 years of its existence
with a celebration get-together of PR
industry professionals and leading
lights from among academics,
practitioners, media and others
connected with the world of public
relations in India.
Photo: Anniversary of MelCole. Also seen in
Director, Mudra Institute of the picture are Mr. M.L. Kaul (right)
Communications (MICA) Prof. Atul and the author of the case study Dr.
Tandan releasing a book on M.L. Kaul, Gautam R. Jain of MICA (left).
founder of MelCole PR - “Venturing A
PR –e- VIEW – Expert views
Uma Bhushan, Senior Lecturer, K J Somaiya Institute of Management Studies & Research,
Mumbai 400 077 - firstname.lastname@example.org
Ten skills to succeed in PR/Corpcom
Belinda Hulin in the colleagues in other companies. Ability
article “10 things you to pick up the phone and get crucial
need to succeed in information or make things happen is
2004 – and Beyond” (p. essential
11) published in PR 7. Good business sense – firm
Tactics* of April 2004, understanding of how business
(p.11) asked job-placement experts operates in general and an employer’s
what set of skills and experience was industry in particular
needed in today’s employment market. 8. Broad communications experience –
Here are the top suggestions. familiarity with all aspects of
communications – from the in-house
1. Good writing – excellent writing newsletter to media relations and
skills are more necessary now than investor relations
ever before 9. Specialized experience – develop
2. Intelligence – not just good specialty after acquiring a broad
personality but more than a mediocre experience – healthcare, finance,
mind technology etc.
3. Cultural literacy – well educated 10. Avoid career clichés - “I like
about the arts, humanities and current people” and “enjoy organising events”
events. should not be the reasons to enter the
4. Know a good story when you see field. Employers want broad-based
one – identification and management individuals with multiple
of good stories that give the communication and problem-solving
organization visibility, build brand skills
recognition and enhance the
5. Media savvy – an understanding of .* PR Tactics is the monthly
each media platform – print, web publication of Public Relations Society
casts, internet news sites, radio, TV of America (PRSA).
and so on – deadlines, formats and
6. Contacts – cordial relationships with
people in media, government, industry
groups and nonprofits as well as
Corporate communication Department
Dr MA Chidambaram often said, of SPIC, Chennai has brought out a
“Nobody works biography of Dr Chidambaram. The
for me, but book titled “Vision Unlimited” was
released on 29th July 2006.
with me”. He is
an architect of an For more details contact Mr C R
Industrial empire Kannan, Chief communication Officer,
in South India. SPIC at email@example.com
PR –e- VIEW – Expert views
Ms Renu Kakkar, Vice President, (Corpcom), Apeejay Surrendra Group, Bangalore -
“Leave a legacy of good work behind”
Attitude - Learn to make a press release.
Always Enter a If you haven’t been through a school
new employment of journalism then go by the simple
with an open mind definition of what the press release
and a flat ego. lead should be - It should answer the
Keep a low profile 5 Ws - Who, What, When, Where and
till you Learn and Understand its Why. Learn about the Media
business thoroughly. Make a list of correspondents covering
the Industry your organisation is doing
Stay in the learning mode for a while. business in.
Don’t be a bully to your team. Build
them instead. Keep in touch with them even if you
have nothing to share.
Leave a legacy of good work behind
without being pompous or When you have something to share i.e
overbearing. a Press Release - Make sure you know
ins and outs of what you are
Don’t look harassed and Learn to announcing.
Always remember - when you make a
Skills - fool of yourself in media interactions
Read up on the Industry your its your brand that suffers
organisation is in and its comptetion
Master basic MS Office tools.
Learn to manage your time.
T G Nallamuthu, Former Director General, Field Publicity, Govt. of India
“Understand the public to serve the public”
One must have the guts to tell even the
Between skills and attitudes my priority will emperor that he is not wearing the clothes.
be for attitudes.
The second most important attitude is to
understand the society that is evolving and
Whether one is a
the individual 'publics' and the dynamics of
staffer or a
interplay of various publics, power centers
consultant, one must
and interests. Without this no organisation
have the honesty to
can provide consumer satisfaction/
differ and advise the
supremacy/bliss. To understand the ‘public’
is itself to serve the 'public'. But
unfortunately very superficial attention is
without fear or favor.
being paid to this aspect.
PR eTTY - Relax
One night 4 MBA students were They said they will be ready by that
boozing till late time. On the third day, they appeared
night and did not before the Dean. The dean said that
study, for the this was a special condition test.
test which was
scheduled for the All the four were required to sit in
separate class rooms for the test.
They all agreed as they had prepared
In the morning, they thought of a
well in the last three days. The test
plan. They made themselves look as
consisted of two questions with total of
dirty and weird as they could with
grease and dirt. 100 marks.
They then went up to the Dean and Q1. Write down your name … (2
said that they had gone out to a
wedding last night and on their return
Q 2. Which tyre burst …. (98 marks)
the tyre of their car burst and they had
to push the car all the way back and
that they were in no condition to Moral: Man is obviously made to
appear for the test. think
Then Dean was a just person so he
said that you can have the retest after
PResentors of PReSENSE
Chief Editor and Publisher: Podcast team
K. Srinivasan (Prime Point) Uma Gopalakrishnan (O&M PR)
M M Selva Kumar (ePagemaker)
P A Narrendiran (Blue Lotus PR) Editorial Advisors
Associate Editor: T N Ashok (Alstom)
S. Sakthi Prasanna (Brodeur India) Arun Arora (GMR-DIAL)
Uma Bhushan (SIMSR) )
Editorial Board: R. Jai Krishna (Senior Journalist)
Meera R (Aspire Systems)
Satish N (Anna University) Feedback and contributions to:
All the earlier issues may be downloaded from