Corporate ezine - Inaugural issue - March 2006


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This is the inaugural issue of Corporate ezne PR-e-Sense March 2006. Launched by Prof. Y S Rajan, Principal Advisor to Confederation of Indian Industry (CII)

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Corporate ezine - Inaugural issue - March 2006

  1. 1. India’s first PR ezine Vol – I Issue 1 March 06 Published by Prime Point Foundation and Chennai PR Club PReFACE –“Build brand image internally and externally” Realising the need for creating Today the concept of “Public Relations awareness amongst Corporates in and Corporate Communication” is developing countries, Prime Point emerging as an important Foundation and Chennai PR Club Management tool all over the world. venture jointly to bring out this ezine. The Corporates have already started realising the need for an effective This monthly ezine will focus on the “Communication Management” system various aspects of communication, PR both internally and externally. In events and activities, communication developing countries like India, management views, etc. We are importance is given more to Technical confident that this would emerge as a and Business Plan strategies. As Prof. mini ‘Communication kit’ for the CEOs Y S Rajan of Confederation of Indian and other top management Industry (CII) has said in the exclusive functionaries. interview published here, ‘building brand image’ has to assume equal In the Exclusive interview and Guest importance. Column, eminent CEOs will share their views. Time has come that Corporate With the emergence of technology and Communication needs to be taken to competition, corporate communication the ‘Board Room’. plays a crucial role in building brand image internally and externally. Through this humble attempt the Editorial team looks forward to the In India, we do not have any magazine support, guidance and contribution of or journal dedicated for PR and the readers and CEOs of Corporates. Corporate Communication. PReCISE PReVIEW PRIME POINT Foundation runs two major Inside this ezine: groups on Public Relations and Corporate Communication. • An exclusive interview with Prof. Y S Rajan, Principal Advisor to CII, Image Management group is the global India group with more than 1150 members and • A Guest Column by Mr B Suresh discusses issues at global perspective. Kamath, Chairman, Laser Soft prpoint group, the only Indian group with Infosystems Ltd (National Best more than 450 members discusses issues Employer 2005 Award winner) in Indian perspective. • PR Events in India and abroad To join these groups visit • Review of PR books • Extract of group discussions Some of the best views of members • And more….. extracted from the group discussions are reproduced in these columns
  2. 2. 2 PR eXCLUSIVE – An interview with Prof. Y S Rajan of CII backlash against their growth Q: What role should the “ Building a good communications industry play in image is as crucial as realising the Indiavision 2020? doing a good business plan or technology A : Communication (CC or otherwise say plain media) has a crucial role to play for strategy “ realising India 2020 Vision. That is to create confidence in people; to spread positive feelings and by celebrating the The Corporates should touch the hearts of real performers. But this is to be done the ordinary people, through carefully. Unnecessary and unreal hypes communication strategies to avoid any will boomerang. If we do not bring forth backlash against their growth. Besides they real performers and go by old times icons, should prioritise Image building along with faith and confidence will be eroded. Also Business Plan and Technology strategy, mere celebrity chasing has limits. according to Prof. Y S Rajan, Principal Therefore there is a plenty of scope to Advisor to Confederation of Indian Industry break new grounds of communications (CII). Prof. Rajan is also the co-author of making it (a) democratic dialogue and (b) the book “India 2020” along with Indian developmental disseminator President Dr Abdul Kalam. As a scientist turned, academician turned Advisor to Industry bodies of India, Prof. Rajan has Q : How can communication help the shared his views with Ms Meera for an giant Indian corporate sector achieve exclusive Interview to PResense. Please global leadership? read on for his views. Q: How do you assess the prevailing A : For giant Indian corporate sector (even environment in the communications for smaller ones as ICT helps a global industry (PR / Corpcomm), particulary presence for trade, service and supplying – in India? How has it evolved in the last chain-presence) already there are many five years? successes. However there are many misconceptions and worries about India- A: In terms of utilisation of technological whether it is for cleanliness of products tools in India corporate communication sold or reliability as a partner. Therefore it (CC) have picked up well. In terms of soft is only through Communication, we can skills much more can be done, especially if overcome the barrier. Strength, our communicators can attempt to draw uniqueness and relevance of Indian from our cultural ethos and use the forms companies need to be projected in foreign of native creativity. As for the contents CC countries to make them feel relevant for has to go a long way. Presently their others-their communities as well e.g. “We audience base appears to be very narrow. are not here for marketing alone but to The message has to reach various also make our efforts to improve your segments of the society not merely in the quality of life” etc. There is an IBEF (India form of advertising for a product or service Brand Equity Foundation) a joint effort of but also how a particular corporate or Ministry of Commerce & CII. It helps build group of corporates are reaching out to the image of India. Each Communicator, and real life concerns of ordinary people. Along Corporates have to do it daily. Building a with rapid economic growth, if our good image is as crucial as doing a good corporate cannot touch the heart of business plan or technology strategy. ordinary people, there can be a danger of “Corporates should touch the heart of people through communication”
  3. 3. 3 PReSTIGE – CEO Column – Mr B Suresh Kamath collective willed growth can be achieved and relished. That platform is called the “Faith”. This faith among all the employees needs to become a tradition. This tradition comes as a process and not as an event. For this tradition to become a regular day-to- day supplement, an effective internal communication is required. Internal communication gives focus and confidence to all the employees in the organization and that it brings about a feeling of “Oneness” in the PResense proposes to publish in company. This “Oneness” is what the every issue the views of CEOs who companies in the modern era should have achieved success through be looking forward to bring. communication. In this issue, we are privileged to get the views of Mr B Internal communication can be Suresh Kamath, Chairman and achieved through a simple and Managing Director of Laser Soft methodical implementations. First and Infosystems Limited, Chennai, India foremost, for the employees to relish on the “importance of Internal and enjoy their work, a feeling of Communication”. security, a feeling of joy, a feeling of recognition should be brought about. Recently Mr Kamath was honoured by Government of India with a “Transparency to the core “National Award 2005” for should be practiced through its employing persons with disabilities. proper channel. A transparent He was presented with this coveted atmosphere can enhance Award by His Excellency Dr Abdul mutual trust and confidence. “ Kalam, President of India (photo). He has been practicing best models of Internal communication is the platform ‘Internal communication” and that led on the basis of which the wellness of him to this honour. Hence, we invited an organization depends upon. him to share his views with us. His Internal communication brings in email id is confidence, a newfound freshness, a Please read his views: new zeal, and above all the aspiring growth for the organization. The idea “Symbiosis, Synergy and an or inner feeling of “Our organization” Healthy Camaraderie are the basic should be brought through this inputs for a Company to reach its internal communication and that it pinnacle of success,” said a great should be advertised that the man. “And he is right”. These three company’s success is everyone’s parameters have their own success. significance, and that they need to be inculcated as an important ingredient Let us start communicating…. in any organization. Inculcation of these above parameters need a strong platform - on which – a strong “ Faith is the platform for growth”
  4. 4. 4 PR eVENTS - WORKSHOPS MPower Business Facilitators Ltd with Two day seminar on “ Repucomm: the support of Prime Point Foundation Stakeholders reputation – Dynamic organised two-day workshops at Collaborative relationships will be held on 7th and 8th March at Johannesburg, Mumbai and Delhi on “Strategic Corporate Communication” during Jan South Africa. and Feb 06. The next workshop is The programme will be conducted by scheduled at Bangalore on 10th and Mr Deon Binneman. 11th March 2006. For more details For more details contact contact PR AWARDS International PR News Awards 2006 – Platinum PR awards, PR people awards, Non Profit PR awards, Spokesperson of the year Award and Corporate Social Responsibility award Delhi workshop Participants are seen – click with Mr Narendra, former Information Advisor to Indian Prime Minister (fourth from left) PR e LEARN – BOOK REVIEW Book Review – A The author has developed the tips step dozen tips for by step to enable the PR and Media Relations Communication professionals to by Mr Yushau understand the concept better. We Abdulhameed appreciate the author for having Sauaib of Nigeria brought out the need for good relationship between the management Published by Image and the PR professionals and also the Merchants concept of ‘Budgeting’ effectively. Promotion Though the author has written this book under Nigerian background, this Pages 140 book is a good “Handbook” to PR professionals and Management at the Author’s website International level. The author can be contacted at
  5. 5. 5 PR e LEARN – BOOK REVIEW Gerry McCusker gives us an amusing, 'Talespin PR Disasters' yet shocking, peek behind the scenes - a compendium of PR of 79 real-life public relations disaster case studies - disasters from around the globe. by UK based author Documenting both the infamous and Gerry McCusker is the unreported PR disasters from the coming out in worlds of branding, business, media, paperback (327 pages) music, politics and sport For more in March 2006. details contact the author at PR eVENTS Public Relations Council of India PR Study Centre (PRCI), Hyderabad Chapter singed a was launched at Memorandum of Understanding with Delhi (India) on 11th Osmania University, Hyderabad to February provide industry support to the 2006. communication students on 18th Feb Mr Arun Arora, Sr. Manager, Maruti 2006. Udyog is the coordinator of the Study Centre. Next meeting is scheduled on Ms Rajeswari Iyer, 11th March 06. For details contact Chairperson, PRCI and Prof. Shyam sundar, HOD of Dept. of Journalism of the University are seen exchanging Public Relations Council of India (PRCI) the MoU. Mr Bhanuprakash, Secretary, is launching the Chennai Chapter on PRCI, Hyderabad is looking on. For 10th March 2006. For details contact more details contact Public Relations Council of India (PRCI) PReVIEW – from the discussion groups quot;If a PR person can speak with confidence and – Ms Uma Bhushan, Senior Lecturer and knowledge about Researcher, K J Sowmaiya Institute of the product, service Management studies and Research, or company service Mumbai, India, while discussing the topic or company he is “How media media perceives PR representing, he/ professionals” she will surely command respect not just from media people but also from journalistsquot;
  6. 6. 6 PReVIEW – from the discussion groups (1) Quality of people (2) knowledge of sector (as one of my friends on the network mentioned - the homework On “how to agency does) (3) media management measure the capabilities (at the end of it - PR capability of PR revolves around media) agencies” in Image (4) Capabilities to write the right management stuff! (content is the king) group: - Tushar, IPAN A Reputation Audit takes a look at all “A Reputation audit those factors. For instance certain takes a look at all the organisation is known for their brands, drivers that drives but as a customer the ROI financial organisational returns are not a deciding factor for reputation. Whilst a you. ROI will definitely be a factor brand audit deals very when shareholders want to invest.” often only with the physical manifestation of the brand - product, trademarks, -Deon Binneman, Reputation visual elements etc. Management Consultant and Trainer, Johannesburg, South Africa while Reputation is made up of image - how discussing on “Reputation Audit and stakeholders view the whole Brand Audit” in Image Management organisation, Identity - what the Group organisation says it is and personality - What the organisation is really like. “Aha! Reputation get into the act and work their Audit versus Brand quantitative numbers....” Audit?! The former is -Rita Bhimani, Founder and CEO, driven by the Image- Ritam Communications, Kolkatta, India management experts and author of many PR books while who have to work out discussing on “Reputation Audit and a subjective SWOT analysis of their Brand Audit” in the Image client--which could be an individual or Management group a corporation, whereas a brand would require the marketing specialists to
  7. 7. 7 PReEMINENCE PReEMINENCE • A Weblog or blog is a Web-based publication that includes articles, opinion, information and links • Blogs are in existence for more than 10 years A new website for free distribution of • Blogging is a “social medium” Press Release of Indian PR • Today there are around 29 million professionals was launched on 20th blogs with more than 2 billion February. For details visit links • and are popular search engines for blogs. PReTTY Current discussions in the “Image Management” and “prpoint” groups • Exclusive briefing to media What is Effective Communication ?? • Media contacting CEO directly Jack and Max are walking from • Measuring the capability of PR agencies religious service. Jack wonders • Corporate citizenship and reputation whether it would be all right to smoke • Using freelance journalists while praying. To join send mail to Max replies, quot;Why don't you ask the Web sites dedicated for PR and Priest?quot; Corporate Communication So Jack goes up to the Priest and asks, quot;Priest, may I smoke while I pray?quot; But the Priest says, quot;No, my son, you may not. That's utter disrespect to our religion.quot; (PR watch) Jack goes back to his friend and tells him what the good Priest told him. Max says, quot;I'm not surprised. You Chief Editor and Publisher: asked the wrong question. Let me K. Srinivasan (Prime Point) try.quot; And so Max goes up to the Priest and Consulting Editor: Ms Vidya (CES asks, quot;Priest, may I pray while I Onyx) smoke?quot; Editor: Narrendiran (Blue Lotus PR) To which the Priest eagerly replies, quot;By all means, my son. By all Editorial Board: means.quot; Sakthi Prasanna (Brodeur India) Meera (Aspire Systems) Moral : The reply you get depends on Satish (Anna University) the question you ask. Editorial Advisors T N Ashok (Alstom) For Example : Can I work on this Michael Driehorst, (The Lauerer Markin project while I'm on vacation ?!? Group Inc. USA) Arun Arora (Maruti Udyog) Source : unknown – contributed by Mr Uma Bhushan (K J Somaiya Institute) Arun Arora, Sr. Manager, Maruti Udyog, Delhi Feedback and contributions to: