This document discusses the importance of public relations (PR) in India and how the field is evolving. It notes that PR helps build goodwill between organizations and their key stakeholders. While Indian companies have recognized the value of PR, many still have room for improvement in areas like social media strategy and integrating PR into brand plans. The rise of new media has increased demand for PR professionals in India, though the industry faces challenges around talent and preparing for digital communication.

1. PUBLIC RELATIONS IN
INDIAN CONTEXT
PRAFULLA TEKRIWAL
2010MB21

2. CONTENTS
• Introduction
• Importance
• PR 2.0
• PR & Brand Plan
• PR Domain
• PR: Long Way To Go
• Conclusion
• References

3. INTRODUCTION
• What is Public Relations (PR) ?
PR is the actions of a
corporation, store, government, individual, etc
., in promoting goodwill between itself and
the public, the
community, employees, customers, etc.

4. IMPORTANCE
• Provides an organization exposure to their
audiences using topics of public interest
• Build rapport with employees, customers,
investors, voters, or the general public
• Propaganda for the industry

5. PR 2.0
• Emerging competitive trends
• Rise of social media
• Is India Inc ready ?
• Are Indian PR firms ready ?

6. • Indiancorporations suffer from a huge lack of
structured PR processes
• Gone are the days when the job of a PR
professional was just to maintain cordial
relations with journalists & ensure positive
coverage of the client in mainstream media

7. • The rise of various forms of media has has
also resulted in making the PR department
much more important in the overall marketing
plans of a company
• Entry of globally established PR firms

8. • 16% of companies invest heavily in social
media while 34% of companies are still
making average investments and 50% are yet
to experiment much with the platform*
(Social Media and Online PR report 2010)

9. • High degree of risk involved in the usage of
social media in PR
• Mis-orientation about social media PR

10. PR & BRAND PLAN
• To have a clear image in the minds of the
customers
• Many brands do not have a clear positioning
• Communication is not clear and consistent

11. PR DOMAIN
• Communications is one of the basic functions
of management in any organization
• Instrumental in supporting the business
objectives and creating a positive sentiment
• Strengthen the corporate image and establish
the brand in the heart of the stakeholders

12. • PRshould serve as an enabler to fuel the
company’s growth by managing the image
• Customers identify companies or products
with the brand
• The Indian IT and consumer product/service
companies effectively use public relations as
an important part of their marketing arsenal

13. • Indian brands have just recently begun
realizing the potential of public relations
• PR has become a critical part of media mix
• Allocation of budgets are miniscule

14. • TheIndian PR landscape is undergoing a
metamorphosis
• TheIndian PR agencies are suddenly fighting
the onslaught of their multinational
counterparts

15. • ASSOCHAM projects the size of PR industry
in India over $10.56 billion by 2012
• Public
Engagement includes content creation
and communication across multiple channels

16. PR: LONG WAY TO GO
• PR firms transformed from media relation
agencies to strategic communication partners
• Industry is facing a talent crunch and needs to
attract and train talent at grassroots level
• Manage brand & public image through in-
house PR department

17. • Relationship between media and PR is no
more like a cat-and-mouse game
• Corporatelean on PR heavily to promote
brand & product launch
• In-house
PR department for getting their basic
PR work done

18. • Managepress and media relations across B2B
and B2C media
• In-housePR department a more efficient way
to manage a company’s PR than choosing an
outsourced PR agency or is it a mix of both
that works best?

19. CONCLUSION
• Very nature of communication with the
general public has changed
• As more & more companies hop on digital
media the importance they place on PR is
declining

20. • Abilityof the public to interact with each
other and determine for themselves whether a
product or service is good
• Asthe importance of PR continues to grow,
corporate hire PR firms to promote their
brands and product launches

21. REFERENCES
• Public Relations Consultants Association of
India (http://www.prcai.org)
• http://persmin.nic.in/otraining/UNDPProject/
undp_modules/PublicRelationsNDLM.pdf
• http://www.4psbusinessandmarketing.com/16
062011/default.asp