India’s first corporate PR ezine VOL 1 Issue 10 – December 06
Published by Prime Point Foundation
(Supported by Chennai PR Club)
PR-e-FACE: From the desk of Chief Editor
“HR branding alone can help to identify and retain talents“
Presently, many maintain the day to day operations.
Corporates in India are Many HR experts are unable to judge
facing acute ‘talent crisis’. whether it would be in the long term
On one side, few big interest of the companies, employees
companies are recruiting and the country.
even ‘trespassers’, with
huge compensation, not Probably, in another few years,
matching with the job compensation alone would not be the
content. This has raised the main factor for the job seekers to
expectations of the freshers and other prefer a company. It is going to be
employees. On the other side, many beyond money. Corporates need to
small and medium companies struggle seriously start working on ‘HR
to hunt talents. branding’ internally and externally to
attract and retain talents. They need
Presently, HR departments in all the to communicate effectively as to how
Corporates are sandwiched between they are offering opportunities for
the expectations of the job seekers career growth in a long term
and the ground reality. At this rate, perspective.
many experts are worried about where
are we leading to? and whether this Editorial team joins me in wishing all
phenomenon is a bubble or a reality? the readers a very happy and
prosperous New Year.
Unfortunately, neither the Corporates
nor the job seekers have understood
the need for hiring quality and skilled
K. Srinivasan
talents, which can be sustained for a
long time. The entire system seems to prpoint@gmail.com
operate with a ‘short term vision’ to
PR-e-CISE – Inside this ezine
• An exclusive interview with Mr B (HR), Reliance Industries Ltd
Suresh Kamath, Founder and Mg. (Retail business)
•
Director, Laser Soft Infosystems Expert views on HR branding
•
Ltd, National Award winner Survey on HR branding - report
• •
Exclusive interview with Mr B PR News
Venkataramana, Vice President

2
PR-eXCLUSIVE
“SMEs should project their strength amongst job seekers”
Listen to the full interview through podcast at
http://www.primepointfoundation.org/presense1206.htm
• Long term perspective is needed
Mr B Suresh
Kamath (49), for freshers. They should take up jobs
Founder and which provide wide range of skills.
• Anybody’s career is like a pyramid.
Managing Director
of Laser Soft Info They should start with wide base and
systems Limited then specialize as they get
(www.lasersoft.co.in) experienced.
was honoured with • Small and medium companies
National Award by President of India in (SMEs) can provide end to end
Dec 2005 for his unique HR Policies experience, adopt new technologies
and for engaging large number of quickly and can give individual
physically challenged persons in the attention to employees, when
software industry. For the same compared to large companies.
reason, IIT, Chennai also honoured
him with ‘Distinguished Alumnus’ • SMEs are required to project these
Award in 2001. In an exclusive advantages amongst freshers and
interview with Mr K. Srinivasan of PR- make them to understand that they
e-Sense, Mr Kamath spoke about the are required for their future career.
need for “HR Branding” by small and • In a hurry to recruit people, many
medium companies in India, to attract companies are hiring people without
and retain talents. Full interview in capability, skills and right attitude.
audio may be listened from the link After 5 years, they will realise that, it
above. Excerpts from his interview: is expensive to do so.
• Giving 30 to 40 % salary hike
• Lot of jobs is outsourced to India. annually may not be sustainable in the
Many MNCs have started opening their long term.
offices. This has resulted in • Hiring would become ‘matured’
competition to hire and retain talents. after 5 years. They will attract people
This has become a challenge. with job content, rather than
• It’s an employees market. They compensation.
should feel that they are working for • SMEs should focus on giving right
good company. HR branding is job content. They should
important today communicate with freshers that SMEs
provide wide range of experience when
• Companies expect Productivity, they start the career.
staying in the company for a minimum
period of time. good skills (technical • Social Vision is also needed.
and domain), ability to learn and right People will identify and work for the
attitude from the employees. company. This can also be projected
• Due to scarcity of people, as HR brand, both internally and
attracting people has become difficult. externally. Employees should look for
Companies should think differently to ‘right fit’ for their skills.
attract talents, rather than giving • Software industry should combine
salary hike. social initiatives with commercial
• Trend of salary and compensation initiative. This will ensure ‘lower
is not healthy. It may lead to India attrition’.
becoming ‘uncompetitive’ in the Mr Kamath may be reached at
International market. kamath@lasersoft.co.in

3
PR-eXCLUSIVE
“Rolling stone gathers no mass – develop strong fundamentals”
Listen to the full interview through podcast at
http://www.primepointfoundation.org/presense1206.htm
Mr B Venkataramana, Vice President contributing to the bottom-line. Most
(HR) Retail Industries Ltd (Retail of the business today is HR centric.
• Regular feedback of the employees
Business), Rs.one
hundred thousand is needed at different stages, (1) at
crore venture. Mr the time of recruitment (2) on board
Ramana has nearly and (3) at the time of exit.
25 years of
• At the time of exit, relieving order
experience in HR
and related is to be handed over to the employee
functions in different and then feedback is to be taken. To
Indian and MNC organisations. In an get the views correctly.
• HR departments should give right
exclusive interview with K. Srinivasan
of PR-e-Sense, Mr Ramana speaks kind of message to the Management.
• HR should be strategic planners.
about the various HR challenges and
the need for HR branding. Full Implementation can be done by the
interview in audio may be listened line managers.
from the link above. Excerpts from his
• If any machine goes wrong, you
interview:
can change the part and run. If there
• India has become a land of is a problem with a human being, it
opportunities for youngsters. HR has takes lot of time. Many experts are
gained lot of importance. involved to keep them motivated.
• Demand for people has lead to • Loyalty and commitment is lacking
expectations of job seekers. amongst the employees. They are
Compensation seems to be the prime looking at short term level. If they
factor, vis-à-vis contribution, don’t have strong foundation, it will
relationship and growth of the not be good for them in the long run.
organisations. It is a sad thing.
• All industries would stabilize within
• HR should manage the 10 years.
• Internal
expectations of the youngsters. communication is
• When youngsters join the important to retain the employees and
organisation, they should look at external communication is needed to
overall growth, beyond monetary attract good talents.
growth.
• Youngsters should not frequently
• HR is now focusing on huge volume jump jobs. ‘Rolling stone gathers no
of recruitment, but not able to mass’. Foundation needs to be strong.
concentrate on putting in processes, They should understand the basics. If
systems in places to retain the talents. they develop the fundamentals they
Hence there is a large gap and the can dictate terms. It would help them
attrition rate is high. in long term
• HR should be pro-active. Cost of
recruitment is very high. HR is directly Mr Vankataramana may be reached at
Venkat.ramana@ril.com

4
PR –e- STIGE – Expert views
Dr B M Sundaram, Chairman, Hexagon Group, Bangalore sundarambm@yahoo.com
“Employees join any company because they want, not because they are called”
Performance of the company, realistic good bye). Presently many persons
projected want jobs purely on monetary
performance and packages. This will not work in long
proper vision are the term. Normally in any Non IT
prime factors for HR industry, like mechanical, automobile,
branding. People join etc. Any performing stable company
any company not will show a net profit of 7 to 20% of
because they are the turnover. But in IT industry, it
called, but because they want. Human ranges from 300 to 5000% depending
touch is lacking in many companies. on the technology. The rate of change
HR should provide a level of comfort to of technology in IT industry is very
their employees. high. This is highly unstable and will
have impact on HR policies in the long
I find that HR policies of Tata Group run.
are excellent. In Tata group nobody
wants to say ‘tata’ (meaning
Ms Rajeswari Iyer, PR Consultant, Hyderabad raji_iyer2002@yahoo.co.in
“An employee is the spokesperson of any organisation”
As far my knowledge environment, companies that want to
goes, 'Employee remain competitive must adopt a more
ownership and strategic approach to employee
corporate retention, instead of fresh stocks 'IN'.
performance' are 'Employee' is the spokesperson' of an
correlated. There is organization. If he is able to pass on
no more space for mouth –mouth message being
desired profession. Campus associated with the company for long
recruitment, immediate attractive and his personal experiences working
money and facilities that matters most with the company, work environment,
to them. growth of the company and
himself…that's is going to stand out as
It is becoming increasingly clear that, credential to the company
in today's dynamic business
.
Mr Manish Kumar, young HR professional, Kolkata manismba@gmail.com
“Many organisation consider HR departments as expense centres”
I think my real appreciation would be over there; my observations,
then only when we all will collectively experimentations and researches have
augment the values of HR. Because I shown that we, HR Professionals are
generally see that in most of the known as lazy, obsolete, and pay with
organizations HR Departments are no work department (I may be wrong
considered to be an Expense Center in this or your case may be different).
and HR Professionals are looked as
supportive staff, while they are the However, I am very much committed
line staff. Since I do not have much to my goals and objectives and
experience in corporate life even determined to make this HR Dept.
though whatever time I have spent reach the peak.

5
PR –e- STIGE – Expert views
Mr Thyagraj Sharma, Senior Journalist, The Statesman, Bangalore tyag52@gmail.com
“Media should highlight the good HR practices of small and medium companies”
There is always a can easily enable the more
feeling that media enthusiastic and committed among the
does not highlight journalists to do justice to their job.
the good HR
practices of small I can say for sure that if one
and medium (journalist) were to be in regular
companies. They touch with the chambers of commerce
are only after large and related industry bodies , it would
companies. The first and foremost not be difficult to learn about the new
thing for the media professionals is to and path breaking work which a large
keep tabs on the developments in and number of small and medium
around a particular sector, if not all. enterprises are doing. All one has to
The reason why the small and medium do is to highlight the outstanding work
companies get left out is the rush for done by a few of these companies.
catching only the prominent people Other firms will automatically take the
and companies. A little bit of lead and they will get in touch with
researching, updating and exploring of you (journalist) to talk about their
available industry contacts, however, achievements.
Mr R Saikumar, Reservation In charge, Hotel Sangam, Tiruchy
prerna_rsaikumar@yahoo.co.in
“Employees are the mirrors, reflecting the image of the organisation”
An organisation does need fresh and for employee retention. As old saying
energetic young people for new ideas. is still very relevant - "If I have 8
It has to be well balanced team with hours to cut a tree, I will spend 6
veteran employees with young hours to sharpen my axe. TRAIN
energetic people. Veterans can help PEOPLE!!"
young bloods, as mentors and share
their experience. An employee is the mirror of an
organisation which reflects the image
Recognition, better working of the company
environment, rewards and Training are
various means adopted by companies
‘Perception study’ precedes ‘HR branding’ - What is Image Audit?
Image Audit is made by the organisations
the research tool themselves. They tend to become
to study the frank when they are in groups and
‘hidden when they are asked to respond
perception’ of the anonymously by reliable third persons.
stakeholders,
particularly Image Audit has helped many
employees. organistions to identify their ‘hidden
‘Hidden problems’ and to take corrective
perceptions’ of the employees are the measures.
basis for HR branding. Normally,
employees have hesitation to give Visit http://www.imageaudit.com or
their views frankly, when the study is email to prpoint@yahoo.com

6
PR –e- Survey – Survey on HR challenges
Recommendations
• The prime expectations of the
employees are more on compensation
and career growth. Career growth
A quick survey was conducted by depends on the opportunities available
Prime Point Foundation, as part of in the company and the right attitude
December 06 issue of Corporate e- of the employees to develop the skills.
zine PR-e-Sense. The survey was to While the large companies may be
get the perception of various able to provide good compensation,
segments on the ‘various HR they may not be able to provide
challenges’. different opportunities for sharpening
skills. While small and medium
A set of questionnaire was prepared companies may be able to provide
and were uploaded in our site. The good opportunity for sharpening the
information was circulated in the skills, they may not be able to provide
various groups, inviting the responses huge compensation, as compared to
anonymously. 148 respondents from large companies.
across the country participated in this • In view of the large volume of
survey. recruitment and heavy expectations of
the employees, HR Managers and the
CEOs are in a confused state. To
Conclusions bridge the gap, the Corporates need to
understand the ‘perception of the
• Freshers seem to consider employees’ and internally
compensation and growth opportunity communicate effectively with them,
as the prime factors for joining any the ground reality and giving them the
organisation. Even after joining the ways to sharpen their skills for long
organisation, these two factors seem term benefit.
to dominate as prime factors for them • Small and Medium companies
to ‘stay back’ in the organisations. do not give much importance to
Expectations on ‘human treatment’ internal and external communication.
seem to increase. They need to project externally the
• The employees seem to take pride strength and opportunities they
based on the Company’s performance provide to the young talents in shaping
and on the quality of their career. This would attract young
products/services. (More than 77%) talents, in spite of the huge
• Attrition and bad attitude of the compensation provided by large
employees seem to be the major companies.
challenges facing the Corporates. • HR Departments need to reorient
(More than 85%) themselves to the changing
• Nearly two-third of the environment and closely work with the
respondents feel that HR Departments Communicators in working out internal
are only ‘Re-active’ and not ‘Pro- and external communication
active’ strategies. They should
• Nearly three-fourth of the professionalise the feedback system to
respondents feel that the ‘feedback get the real views of the employees,
system’ is only moderate or below instead of resorting to compliance of
average. ISO and other formalities.
• Youngsters, who are seeking
employment and those who are

7
employed, should understand the offered to few people. They need to
ground reality and strike a balance in project the ground reality and guide
their expectations. They should the youngsters to shape their career
realise that the current trends of ‘huge path, by developing skills. Many small
compensation not matching with the and medium companies have good HR
skills’ is only a bubble and they should practices and they contribute a lot in
start developing the fundamentals and shaping up the talents. They need to
basics to develop their career be highlighted to educate the young
systematically. They should not fall talents.
• There is an urgent need for
‘prey’ for such hypes, in the larger
interest of young talents, Corporates addressing the HR Challenges by the
and the Nation. Corporates, HR Managers, young
• Media has a greater role to play. employees and the Media in the larger
Presently, media looks for big names interest of youngsters, Corporates and
and create an ‘un-natural hype’ by that of the country.
publishing the huge compensations
Download the full report from the following link
http://www.primepointfoundation.org/survey1206.pdf
PR – e- Groups – Have you joined discussion groups?
Image Management Group – Second largest yahoo group on PR with 1400 plus
global members. Click here
http://finance.groups.yahoo.com/group/Image_Management/
PRpoint Group - The largest Indian group for PR/CorpComm /academic
professionals with 650 plus members. Click here
http://finance.groups.yahoo.com/group/prpoint/
New Media Forum Group – A group for Indian journalists with around 350
members. Click here
http://groups.yahoo.com/group/New_Media_Forum/
PR eNews –Mr M B Jayaram gets ‘Global Man 2006 Award
Mr M B Jayaram, GM, the World Kannada
Karnataka Power Cultural Convention 2006
held at Bahrain on 16th
Corporation, Bangalore
and Chairman of December 2006. Mr
National Council, PRCI Jayaram may be reached
was awarded “Global at
cccm@karnatakapower.com
Man 2006’ by Kannada
Sangha, Bahrain for his
contribution to PR Industry in India at

8
PR eNews –‘PR Voice‘enters 10th year of publication
‘PR Voice’ a quarterly magazine one of the Founders
devoted to Public Relations and of Public Relations
Corporate Movement in India
Communication enters three decades back.
10th year of He has authored
publication. ‘PR Voice’, many books on
started in October Public Relations.
1997 by Dr C V
Narasimha Reddi has For details visit
published 32 issues so http://www.cvnprfoundation.com/ and
far, covering various themes. Dr he may be reached at
Narasimha Reddi (70), a veteran drcvn@hotmail.com
Public Relations professional of India is
PR eTTY - Relax - Focus on ‘solutions’ and not on ‘problems’
Case 1: When NASA worked hard to devise an X-ray
began the launch of machine with high-resolution monitors
astronauts into space, they manned by two people to watch all the
found out soapboxes that passed through the
that the pens wouldn't work at zero line to make sure they were not
gravity (ink won't flow down to empty. No doubt, they worked hard
the writing surface). To solve this and they worked fast but they spent a
problem, it took them one decade humungous amount to do so.
and $12 million. They developed a pen
that worked at zero gravity, upside However, when a rank-and-file
down, underwater, in practically any employee in a small company was
surface including crystal and in a posed with the same problem, he did
temperature range from below not get into complications
freezing to over 300 degrees C. of X-ray, etc, but came
out with another solution
Here's what the Russians did. They instead.
used a pencil.
He bought a strong
Case 2: One of the most memorable industrial electric fan and
case studies on Japanese management pointed it at the assembly
was the case of the empty soapbox, line. He switched the fan on, and as
which happened in one of Japan's each soapbox passed the fan, it simply
biggest cosmetics companies. The blew the empty boxes out of the line.
company received a complaint that a
consumer had bought a soapbox that Moral: Always look for simple
was empty. Immediately the solutions. Devise the simplest possible
authorities isolated the problem to the solution that solves the problems.
assembly line, which transported all Always focus on solutions and not
the packaged boxes of soap to the on problems. So at the end of the day
delivery department. For some reason, the thing that really matters is
one soapbox went through the HOW ONE LOOKS INTO THE PROBLEM
assembly line empty. Management and resolves it early.
asked its engineers to solve the
problem. Post-haste, the engineers (Source : unknown)

9
PResentors of PReSENSE
Chief Editor and Publisher: Podcast
K. Srinivasan (Prime Point) M M Selva Kumar, Sr. Web Consultant
Consulting Editor Editorial Advisors
U ma G M B Jayaram, (Chairman, National
Editor: Council, PRCI)
P A Narrendiran (Blue Lotus PR) T N Ashok (Corporate consultant)
Associate Editor: Arun Arora (GMR-DIAL)
S. Sakthi Prasanna (Hanmer & Uma Bhushan (SIMSR) )
Partners PR) R. Jai Krishna (Senior Journalist)
Editorial Board:
Veena Vinod (PR Executive) Feedback and contributions to:
Satish N (Anna University) ezinepresense@gmail.com
All the earlier issues may be downloaded from
www.primepointfoundation.org