PUBLIC RELATIONS 3
THE SOURCE SOURCE STRATEGIC COMMUNICATION Pvt. Ltd.
PUBLIC RELATION AGENCIES
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Sr.no 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. Topic Introduction to public relations Importance of PR Agencies PR in organizational life Strategies & Tools Functions of a PR Agency Company profile Area of experience Advisory board Scope of services Services offered Strategic services Media relations Editorial services Events Investor relations Pr tools Crisis management Crisis preparedness 2 16 17 18 19 20 21-26 27-31 32 33-35 Page no. 7 8 9 9-11 12 13 13 14-15
PUBLIC RELATIONS 3 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. Corporate positioning Reputation management Online reputation management Traditional media monitoring Technological communication Sponsorship Clients Web content Annexure Questionnaire Conclusion
INTRODUCTION TO PUBLIC RELATIONS:3
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What are public relations? Public Relations is the attempt by the information, persuasion and adjustment to engineer public support for an activity, cause, movement or institution.
The Need For Public Relations In recent decades human society has become so complicated and differentiated that the individual –at least in the developed countries –is no longer able to live without adequate information. He certainly would not be able to live well without using the numerous possibilities of information offered him today. It is an indisputable fact that in this increasingly automated world man can no longer exist in complete isolation. In our age, technical developments have intensified the interdependence of all people to such an extent that the individual’s capability of living is dependant, in many different ways, on society. That is, the individual lives on information he receives from society
Importance of P. R . Agencies
The significance of the public relations management has increased
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Public Relations in Organizational Life
The role that public relations play in organizational life, and particularly the importance attached to it in relation to other management activities, varies considerably. It can vary between industries; PR in the financial community is different from PR in the industrial field. It has become ever more clear that PR as it applies to a bank or insurance company is very different from PR in industry or as it
PUBLIC RELATIONS 3 applies to a company producing a product which is going to be marketed and sold. The target audience for public relations is determined by the activities of the organization and any current problems areas. Public relations are often concerned with reaching opinion formers that is the press, MPs, government officials and consumer groups. But in each specific situation the target audience will also compromise those groups in the environment with which the organization deals; these are now increasingly described in the literature as the organization’s ‘publics’. It is a simple matter of identifying the relevant groups for any Organization.
SUPPLIERS FINANCE SOURCE S TRADE UNIONS
GOVERN -MENT COMPETI -TORS
ENV & PRESSURE GROUPS
Public Relations Strategies: Public Relations is an
integral part of strategic planning, helping clients meet and exceed their targets by: Establishing the company's stature, expertise, and reputation for quality
PUBLIC RELATIONS 3 "Leveling the playing field" when going up against entrenched competitors • Facilitating project delivery • Strengthening the company's own organization and culture • Getting the media on your side (or at least getting a fair hearing) when crisis strikes.
Public Relations Tools: A PR agency utilizes a wide
range of communication techniques and channels to help you pursue these strategies. These time-tested, cost-effective techniques can help you reach, inform, and persuade your customers and clients. They include -Strategic Planning and Positioning, Marketing on the Internet, Article Placements, News releases, Seminars, Newsletters, Video, Speechwriting, Crisis Management . Use public relations as a strategic planning and "vision" tool, to powerfully spearhead their clients business into new specialties and regional markets. Feature articles by and about the company help you explain specific projects, industry trends, etc., while positioning your organization as a leader. News releases keep editors and readers up-to-date on positive developments: business news, technological advances, promotions and new hires, and special events. Company profiles present the company's achievements, capabilities, and leaders in a positive light. Professional seminars and association meetings let a firm highlight their latest achievements and innovations, share information with colleagues.
PUBLIC RELATIONS 3 Business seminars for their customers let them explain new developments, trends, services, and products in detail -- in a setting where they call the shots. Trade shows can be a critical sales forum, let them meet face-to-face with purchasing decision-makers. Internet/World Wide Web services help them establish an early presence within this powerful new communications medium. Brochures and flyers, printed or electronic, explain their offerings in detail. Newsletters provide a valuable, ongoing channel to bring their message to their current and potential customers. Advertising keeps their name visible and supports the publications that reach their customers. Video services let companies take advantage of new opportunities in broadcast and desktop video media. Crisis management arms them with strategies and tools to deal with unexpected and unwelcome developments. Expert speechwriting puts their message in vigorous, clear form for greatest clarity and impact.
FUNCTIONS OF P.R. AGENCY
MANAGERIAL PLANNING ORGANISING 8
PUBLIC RELATIONS 3 DIRECTING CONTROLLING COORDINATING MOTIVATING OPERATIVE POLICY PUBLICITY RODUCT PUBLICITY RELATIONS WITH GOVERNMENT COMMUNITY RELATIONS SHAREHOLDER’S RELATION PROMOTION PROGRAMMES DONATIONS EMPLOYEE PUBLICATIONS GUEST RELATIONS EVALUATIONS COUNCELLOR COMMUNICATOR ADMINISTRATOR PRODUCTION ORGANISING SPECIAL EVENTS ADVISORY TO TOP MANAGEMENT TO DEPARTMENTAL HEADS
PUBLIC RELATIONS MANAGEMENT OF “THE SOURCE”
PUBLIC RELATIONS 3 COMPANY PROFILE In a world where too many people are saying too many things all at the same time, your message can easily be lost, or misunderstood. At The Source, we recognize that perceptions have a way of distorting reality - or enhancing it. In a hugely competitive world, the management of these perceptions is what makes all the difference. The gray area between reality and perception is the space in which we at The Source operate. The Source, based in India, is an independent strategic communications consulting firm that offers a variety of services for image management including public relations, crisis management, marketing communication, and financial communication. It operates on three guiding principles -Domain Knowledge, Client Focus, and Transparency. The Source helps clients evolve strategies, shape messages, plan effective communication programmes, and implement them. We believe in working so closely with our clients that they often look upon us as a virtual inhouse resource. The firm has four main divisions - Public Relations, Investor Relations, Event Management and Editorial Services. Headquartered in India's commercial capital, Mumbai, The Source has representative offices in New Delhi, Hyderabad and Pune, besides affiliates in fourteen other cities across India.
Areas of Experience
PUBLIC RELATIONS 3 SOURCE has experience and expertise in multiple industries and services. Our clients represent varied fields including: Associations Automotive Banking Communications systems Education Financial services Fitness Gaming Food and beverage Healthcare services Home care products Medical services Non-profit organizations Real Estate and construction Restaurants
PUBLIC RELATIONS 3 Sports and sporting equipment Technology Tourism Travel and leisure
SOURCE is, perhaps, the only leading Indian Public Relations Agency that has senior journalists and leading corporate personalities on its advisory board. The eminent members of our advisory board include senior journalists from: The Economic Times Business Standard The Times of India Hindustan Times The Pioneer Dainik Bhaskar Dainik Jagran Navbharat Times
PUBLIC RELATIONS 3 The corporate personalities on our board include people from: World Phone Services Pvt. Ltd. Toshi Automatic Systems Institute of Road Traffic Education
SCOPE OF SERVICES
SUORCE believes in getting the most mileage for its clients' marketing efforts. Their endeavor is to provide seamless support to their marketing campaigns. To achieve this, we can include varied elements to reach as many of your target audiences - and potential customers - as possible. Strategic services include: Systematic media, stakeholders and analyst influencing; positioning and differentiation counsel; competitive depositioning campaigns; brand identity development. Research services include: Attitude, perception and awareness studies involving polling, questionnaires, focus groups and telephone-based surveys. Tactical services include: Briefing and familiarisations tours for the media; proactively seeking editorial opportunities; news announcement management; product reviews; new product launches; trade show support; and event creation management.
PUBLIC RELATIONS 3 Editorial services include: Creating backgrounders; media kits; white papers; case studies, news releases; byline articles; op-ed articles; internal and external publications; corporate presentations; and speech writing. Search Engine PR services include: Innovative website design and development; keyword analysis; link popularity building; search engine optimization (SEO); search engine marketing (SEM); search engine submission; topical directory submission and search engine ranking services
SERVICES OFFERED AT SOURCE:1. 2. 3. 4. 5. Strategic Services Media Relations Editorial Services Events Investor Relations
1. Strategic Services
Objective: To help clients develop productive dialogues with opinion leaders in order to support the clients’ competitive advantages.
PUBLIC RELATIONS 3 The Stakeholder Dialogue Process is targeted at developing relationships with influentials based on a common interest. This is achieved through systematic and focused communication. It involves: Identifying influentials that make up key audiences, including those who can directly or indirectly influence public policy affecting the company Assessing the perceptions of influentials with a focus on matching company messages with appropriate audiences and developing communications campaigns Building communications systems, primary messages, and
communications products targeted at the needs of audience segments as based on research. Developing benchmarks that act as a ‘roadmap’ to achieving defined outcomes. Creating an internal structure for feedback, evaluation, and refinement of opinion leader communication campaigns. A continual loop, this stage of the process ensures that external communications stay on track and consistently enhance stakeholder perceptions of the company to build productive relationships. Working closely with clients throughout the process to help them create the structures—and the thought processes—needed to maintain ongoing, productive dialogues with influentials.
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Communication Strategy Support The Source develops communication systems and strategies to 'tell the company story' in several ways. These include development of communications planning systems and editorial plans, targeting of editorial agendas for both internal and external communications, 'writing to the audience' workshops; and evaluating and overhauling existing communications systems.
Employee Advocacy Programs It is vital for all employees to be aware of the company's vision and business goals, because they can help to make or mar the image of the organization in informal situations. Recognizing this, The Source believes in working closely with clients to ensure that the corporate message is effectively conveyed to employees at every level. Through an alignment and advocacy process conducted by The Source, our clients can develop internal communications systems and products that provide employees with the information required for corporate transformation.
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Issues Analysis Future challenges can be converted into growth opportunities, but first, they need to be identified and understood. The Source identifies potential issues and conducts research on them. We then provide recommendations that help clients set editorial agendas, develop communications and contingency plans, identify new and emerging markets, and support reputation management programmes.
Competitive Intelligence This process includes identification of competitor target markets and audiences, refinement of marketing strategy, identification of new customer segments and integration of community relations and outreach programs with marketing and advertising functions. Clients can then create tracking systems, analyze the data, develop employee and related stakeholder participation programs, and ensure that the information gathered is disseminated to appropriate internal audiences.
2. Media Relations
Dramatic changes within the media, fuelled by the Internet and electronic media, have had a profound impact on the public relations industry. Journalists are demanding news value and quality, and increased 17
PUBLIC RELATIONS 3 competition means that the media is less patient and more critical than it was not on the requirements and interests of journalists and what makes news to them. Write and circulate press releases. Organize Press/Financial Analysts' Conferences. Arrange interviews of key executives with journalists. PROVIDE media training for client executives to help them develop and deliver messages effectively in interactions with the media.
3. Editorial Services
As a total communications company The Source also offers editorial services for annual reports, books, newspaper publications or website content
The Source believes that an integral part of the company's communication and brand-building process involves the organization of high-profile ground events. While sports events are a major focus - since they invariably catch the public eye - The Source organizes a variety of promotions designed to build the public profile of a corporate. The Source's services include organizing the invitations, coordination with all participants and officials, 18 organizing the venue, hospitality
PUBLIC RELATIONS 3 (accommodation and food), equipment, transportation, and media management, among other things. Everything, down to the smallest detail, is taken care of. Among the events we have handled are: • • • • Retail promotions for McDonalds in Mumbai, Pune and Ahmedabad Launch of Herbal division of Lupin Ltd. with nine new products Launch of the Panasonic FJ Series Televisions in Mumbai, Delhi, 10-day road show for Kinetic Engineering Ltd in Pune during the
Chennai and Kolkata Ganeshotsav 2004.
5. Investor Relations
A company's image is heavily dependent on two key influencers analysts and the media. If analysts think highly of a corporate, this perception filters into the media. On the other hand, if the media speaks well of an organization, it enhances the analysts' view of the company. Since analysts and the media are constantly influencing each other, either directly or indirectly, The Source recognizes that it is important to build linkages with both in order to enhance a company's image.
PUBLIC RELATIONS 3 They use three key tools to develop these relationships
Focused Perception Audits
The Source carries out focussed perception audits aimed at assessing analyst/fund manager perceptions of its clients. The audits, which use the very latest qualitative and quantitative research methodologies, help clients to fine-tune their communication strategies and key messages.
The annual report is a company's primary stakeholder
communications tool; in addition to the financials, it conveys the company's vision, positioning, strategy, and marketing plans. Studies reveal, however, that most shareholders only spend three to four minutes reviewing this vital document. The Source recognises that annual reports with in-depth research, crisp writing and great design could make all the difference in telling the corporate story to the people who really matter.
Our strong relationships with the analyst/ fund manager community
have helped our clients explain critical corporate issues to these key influencers.
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There are two important requirements for successfully managing crises. First, the company must work towards resolving the issues that created the crisis. Secondly, it must act fast to manage the perceptions of the problem amongst its key stakeholders in order to salvage and sustain its reputation and business. Knee-jerk responses to crises or wishful thinking that the crisis will blow over can only further complicate situations. It is also not enough to identify the production problem or recall the products, rescue survivors, settle the labour dispute, or win a lawsuit. A company must simultaneously reach out to win the hearts and minds of the public in general and its direct stakeholders in particular. It must act decisively to maintain its credibility and sustain the loyalty of its customers, the morale of its employees and the commitment of its investors. SOURCE PR brings to its clients an objective, independent perspective and professional expertise backed by crisis communications experience in a wide range of situations involving accidents, hostile bids, government investigations etc. We work as a part of crisis management teams comprising client executives,
PUBLIC RELATIONS 3 lawyers, bankers and develop and execute strategies that protect the client’s reputation, their businesses and performance.
Corporations are vulnerable to a crisis which can hurt its business, damage consumer, investor and employee confidence and in the worst cases, even threaten the very existence of the company. The actions of a modern-day corporation are also subject to intense scrutiny from a variety of interest groups and the media. Corporate crisis can be precipitated by a variety of situations including product defects or contamination as the recent cases in India involving mineral water, cola and chocolates brands have amply demonstrated. These crises have had crippling effects on brand reputations and consumer confidence. Crises can also result from disputes in industrial relations, accidents, takeover bids, boardroom battles and family separations, litigation, government investigations or force major disasters. The best strategy is to be prepared for potential crisis situations. We work with our clients to assess their vulnerability to different kids of crises, and their readiness to deal with the crisis. We assist in creating crisis communication plans and procedures, and create a crisis team to direct emergency response. We also provide crisis communications
PUBLIC RELATIONS 3 training for identified client executives using crisis simulation techniques. Such preparedness can strengthen a company’s defenses and minimize the damage when a crisis does actually occur. At Source PR, we also advise on and implement monitoring mechanisms that provide clients with early warning with regard to specific issues with crisis potential. These programs can help a company pre-empt or diffuse crisis issues before they escalate.
Every industry is witnessing unprecedented levels of competition. As competition intensifies, companies must work hard to differentiate themselves from their peers. The companies must carve out a unique position in the minds of their key stakeholders based on their visions, values, unique strengths and the value that they bring to the lives of customers, shareholders and communities they serve. Maximizing shareholder value alone is not enough. Each company must identify and consistently project the unique value that it brings to the marketplace. As the pace of change intensifies, and as managements respond to these changes with newer products and services, the companies have to redefine themselves for their present and future stakeholders. At Source PR, we work with senior managements to define, create and implement corporate positioning that will maximise advantage.
PUBLIC RELATIONS 3 We develop the key messages which capture and express the positioning. We then design and implement communication initiatives which help the stakeholders understand the positioning.
Reputation Management Services As one of the single most important assets, your organization's reputation brand demands and serious attention in today's for formidably corporate competitive marketplace. SOURCE’S reputation services help CEOs, stewards professionals responsible communications, governance and social responsibility to be decisive leaders at times of social and cultural change and to be confident. One must be aware of the distinction between image and reputation. Image is temporal and somewhat superficial, whereas, reputation is the enduring character of an enterprise and one of its most valuable assets, the composite picture of its key traits as seen through the eyes of its audiences and in the context of the marketplace. SOURCE is a reputation management and public relations firm that takes a more comprehensive, thoughtful and creative approach to the challenge of communicating value to your various audiences. Our corporate tagline - Reputation Management With A Creative Twist, reflects their philosophy. We help our clients effectively manage their reputation through proactive efforts to enhance the credibility of the brand by attracting 24
PUBLIC RELATIONS 3 the attention of the various target audiences towards even the smallest of their achievements. Similarly, we help our clients negate the effects of any crisis that might have negative implications on their reputation through strategic counsel and maintaining judicious transparency when dealing with the media.
Online Reputation Management
Today, most of the news is published on the Internet almost as soon as it happens. Most news organizations publish much more content on the Internet than in their traditional print publication or broadcast. They also maintain searchable archives of past news articles as part of their Web site. As a result, reputation management becomes all the more intricate to handle. The Internet is where the "buzz" starts about issues, companies, and products. It is where millions of people can readily find reviews, opinions, and consumer insights, providing key crisis-specific information including rumors, attacks and scams, and reputation management or credibility issues. Now more than ever, organizations must take an active role in their reputation management. Millions of people participating in online public discussion groups have made the Internet the truly the people's forum - everyone contributes and every opinion counts. And news - good or bad, rumor or fact - travels faster on the Internet than any other medium. A single unhappy customer, misinformed consumer, or disgruntled employee can spark an online and offline reputation disaster for your company. 25
PUBLIC RELATIONS 3 Source can find and diffuse potential PR disasters for your company before they become "breaking news". As pioneers of online reputation management, Source has the experienced staff and tools to manage and protect your corporate reputation and brand online. Source ensures thoroughness in reputation management with unmatched breadth and quality of services. Source provides its clients with a single most powerful way to quickly discover both emerging opportunities and threats while they can still influence their outcome through nationwide media monitoring services that include hundreds of Indian newspapers, TV Channels, magazines, trade journals, and also million of web pages and Media Monitoring Services
Traditional Media Monitoring
Source keeps a tab on over 200 media outlets across the country including mainline, financial and vernacular newspapers, business and general interest magazines, trade journals and TV Channels across 10 cities in India, these are - New Delhi, Mumbai, Bangalore, Chandigarh, Lucknow, Kolkata, Chennai, Hyderabad, Pune and Ahmedabad. Our media monitoring department tracks news on their clients company, competitors, trends and legislative norms in the industry your organization operates in. The team can keep track of unlimited keywords on the online media.
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Technology companies, whether in products, services or solutions, are unique in terms of their communication needs. They need multiple competencies from the PR consultancy to effectively communicate with diverse target groups like customers, employees, investors and an entire gamut of opinion influencers. The public relations consultancy, therefore, must have a sound understanding of the continuously evolving technology domain and the growth drivers. In addition, the organization must help the clients compete effectively for talent and capital – the two most vital ingredients for sustained growth. Over the years, as the Indian technology industry has grown into a significant sector of the economy, a major gap in meeting its communication needs is visible. While traditional technology PR consultancies have tried to address product and, to some extent, corporate communication they have fallen woefully short in delivering on other key fronts. It was precisely keeping this need gap in mind that the technology communications group of Source PR has been set up. The group offers 360-degree communication services to meet all possible needs of technology companies. The group comprises experts with a 27
PUBLIC RELATIONS 3 sound understanding of technology domain, investor relations, HR communications, media relations and crisis management. The group is also able to draw on the capabilities of our sister firms to provide advertising and brand management services through a single window.
Corporations spend crores of rupees on sponsorships to promote their products. Sometimes a relatively small outlay can have a tremendous impact on non-customer audiences such as government, regulators, opinion-makers and consumer groups and NGOs in many areas. Source PR helps clients develop sponsorship programs and support social causes which can enhance their reputation and influence with these groups.
Some of the prominent clients that The Source has worked with are:
Televisions for Panasonic India
PUBLIC RELATIONS 3 The Source executed a four - city launch of the FJ Series Televisions for Panasonic India. The events were held in Mumbai, Delhi, Chennai and Kolkata. The invitees at the launch were the trade partners of Panasonic from the respective zones. A 10-day road show was executed for Kinetic Engineering in Pune during the Ganeshotsav. A Ganesha idol was installed on two Kinetic Nova scooters and was taken to various locations in Pune The vehicles were accompanied by a group of local artists performing traditional dances with Dhol and Zhanj (Cymbals).
HDFC Chubb General Insurance Limited is a joint venture between HDFC, India's largest housing finance company, and Chubb group of insurance companies. With more than $30 billion in assets, The Chubb Corporation is a holding company for a family of property and
PUBLIC RELATIONS 3 casualty insurance companies known informally as the Chubb Group of Insurance Companies. The member insurers of the Chubb Group form a multi-billion dollar organization providing property and casualty insurance for personal and commercial customers worldwide through 5,000 independent agents and brokers. Chubb's global network includes branches and affiliates throughout North America, Europe, Latin America, Asia and Australia.
The 150-crore Jog group already has a significant presence in the field of engineering and has recently diversified into multimedia, producing over 1,500 hours of television software for various channels - satellite as well as terrestrial - and releasing Score Plus, a unique educational software.
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K Sera Sera Productions Ltd.
K Sera Sera, established in November 2002, is amongst the few production companies listed on the BSE. It is a Rs. 360 mn content production house that brings together a unique combination of project management, distribution and financing skills. The company’s future plan is to be among the top three Movie & TV production houses in India. K Sera Sera has tied up with Mr. Ram Gopal Varma for the creative side of the production. Similarly in the TV business the company has tied up with Mr Ravi Rai, Ravi Rai Productions, Mr. Tony Singh and Mr. Girish Mallik, Clapstem Productions.
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One of the top five pharmaceutical companies in the country, Lupin is a world leader in the integrated manufacture of the cephalosporin range of anti-infectives and in anti-TB treatment. The company is among the country's largest manufacturers of bulk actives and formulations - the finished products consumed by patients as well as the raw materials used in their manufacture. The company is also a key player in the field of phytomedicines - medicines made from plant and herbal resources supported by modern medicine. Nine of Lupin's world - class manufacturing facilities located at Madhya Pradesh, Gujarat and Maharashtra are approved by USFDA, while two of them are approved by the UKMCA.
Observer Research Foundation
Observer Research Foundation (ORF), was established in 1990 as a private, not for profit, think-tank to influence public policy formulation. Its first endeavor was to bring together leading
PUBLIC RELATIONS 3 economists and policy-makers to build a consensus about economic reforms. The resulting “Agenda for Economic Reforms” became the basis for the government’s 1991 Economic Reforms. ORF’s expertise and resources are dedicated to nation - building and international cooperation. ORF pursues its goal by providing informed and productive inputs, in-depth research and stimulating discussion. ORF’s motto is Building Partnerships for a Global India.
Qatar Airways, one of the world's fastest growing airlines, recently launched its Indian operations with a direct thrice-weekly service between Doha-Hyderabad. At present Qatar Airways flies to more than 35 destinations across the Indian sub-continent, Europe, the Far East, the Middle East and North Africa. By the end of 2004, it aims to fly to around 50 destinations.
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Today's Writing Products Limited
Today's Writing Products Limited (TWPL), a nine-year-old company, is one of India's leading pen manufacturers. The product portfolio of the company includes ball pens, gel pens, roller pens, markers and highlighters. The company markets its products under the brand name "Today's", in Indian and International markets. It has the distinction of being the first Indian pen manufacturer to get its own brand of pens sold in Europe through Poundland, Europe's leading single price retailer.
UNITED WESTERN BANK
PUBLIC RELATIONS 3 United Western Bank, incorporated in 1936, is one of the largest private sector commercial banks in India, with a well - dispersed share holding all over the country. The Bank can be described as the Bank with a Steady Past, Prospering Present and Promising Future. With its headquarters based in Satara, the Bank has 230 branches spread over 47 districts of nine states that are controlled by five Zonal Offices at Mumbai, Pune, Kolhapur, Jalgaon, and Nagpur.
The Rs.5,000 crore Videocon Group is India's largest consumer durables company. It offers a variety of innovative home appliance and consumer durable products, including interactive televisions and projection televisions. Among its recent social endeavours was the launch of a state-of-the-art ultra - modern heart institute and MRI unit at Videocon's Seth Nandlal Dhoot Charitable Hospital at Aurangabad. Inaugurated by India's Deputy Prime Minister L. K. Advani, the institute is the first of its kind in the Marathwada region of Maharashtra.
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BOOKS:The Source has conceptualized, researched and written six books, two of which were released by the then Prime Minister Atal Bihari Vajpayee. The first of these, the commemorative volume of the Konkan Railway Corporation, told the amazing story of how Indian engineers used innovative indigenous technology to build a railway line over impossible terrain - more than 100 years after the British first mooted the idea, and abandoned it.
PUBLIC RELATIONS 3 In 1999, the global consulting firm Arthur Andersen commissioned us to edit a volume accompanying the Maharashtra Agro-Advantage exposition. This book, also released by Prime Minister Atal Bihari Vajpayee, was sent to Indian embassies, foreign missions in India and prospective investors. Shree Multimedia Ltd, publishers of the daily Tarun Bharat, have also retained our services to produce six books. The first in the series was launched by senior political leader Pramod Mahajan in January 2004, which showcased the achievements of the NDA government. The second, which looked at investment opportunities in Goa, was launched by Goa Chief Minister Manohar Parrikar in May 2004. The third, on the landmark work being done by the Dr. Babasaheb Ambedkar Medical Trust in Aurangabad, was launched by noted industrialist Prithviraj Jindal in September 2004. Another book on India's first expressway project, the Mumbai-Pune Expressway, is ready for publication.
PERIODICALS:TimesProperty:The Source does the content generation and management for Times Property, a weekly eight-page broadsheet publication from India's leading newspaper group Bennett, Coleman and Co. Ltd, publishers of
PUBLIC RELATIONS 3 The Times of India - one of the world's largest circulated English dailies. The Source was among the first outsourced content management companies to be retained by The Times of India and has been working with the group for more than six years. Times Property, which recently celebrated its sixth anniversary, goes out to over half a million subscribers.
Other Publications: The Times Group has also retained our services for content generation and management of ET Realty, a fortnightly real estate publication, distributed with The Economic Times - the world's second largest circulated business daily. We have also handled the content generation and management for Times Motoring, a monthly motoring publication from the Times of India Group. Our range of content generation and management services extends beyond the English language. The Times Group, for example, has
PUBLIC RELATIONS 3 retained our services for content generation for Maharashtra Times Property, a weekly publication circulated with India's leading Marathi language daily Maharashtra Times.
We have provided content to several websites including the entertainment portal Hansazone. News updates and features from this website regularly appeared on MSN and Yahoo. We have also produced a daily news bulletin for Reuters, a world leader in news and information. The bulletin, which, focused on the happenings in the Information, Communication and Entertainment Sectors (ICE), was carried on Reuters terminals worldwide.a few years ago. An effective media relation is vital to the success of any corporation’s overall communications strategy. A sound media relations programme can deliver huge benefits to a corporation. This is where The Source comes in. Media Relations is one of our key strengths; with our wide network of contacts in print and electronic media and our so und news judgment we can: Initiate and implement a well-orchestrated media relations program to provide credible perspectives on corporate issues. Field inquiries on the clients' behalf from the media and other relevant groups
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QUIRES RELATED TO PUBLIC RELATIONS:1. HOW IMPORTANT PRESS RELEASES ARE FOR YOUR PR AGENCY? Press Releases are very important not only for our agency but for every PR agency as they are the easiest means to communicate news about our client to the media. It gives us the liberty to decide the content we would like to deliver to the media and hence the public. Unlike Press Meets Press Release are not time consuming and also require less pre and post preparation and efforts on our part as well as that of the media. Also it avoids misinterpretations and diversion from the topic. It helps to channelise information. 2. IS THE PR BUSINESS BOOMING IN INDIA? True, initially the PR office was considered as a minor function without adequate authority, but today times have changed. PR is now one of the most booming sectors and everybody has come to understand its importance. PR in its vague sense has always existed; from the days of Ramayana when Hanuman went on behalf of Rama to convey and communicate the message to Ravana to the present day and time when almost every organization either has an internal PR department or appoints an external one. The changing statistics clearly 40
PUBLIC RELATIONS 3 show the difference in the perspectives of people and how they have come to accept PR as an essential part of their business development. In India though, communication management still isn’t given the same pedestal as it is in the west, but the PR department is fast becoming more and more successful and established with time. Not only have Indian corporate and business tycoons, celebrities, etc realized the importance and need of a PR agency or PR executive the general society has also grown to understand this field and accept it as a main stream and major occupation, very unlike the perception of the society a few decades ago. 3. WHERE DOES THE ROLE OF PUBLIC RELATIONS IS IT NOT THE PUBLIC RELATIONS DEPARTMENT OF THE ORGANIZATION SUFFICIENT? Public Relations Department of each organization has certain limitations. They cannot handle all the areas of communication between the organization and all the stake holders. They may not have sufficient expertise. A professional does it in style and he assess the quality of the output and gives a frank feed back to the Management. This will help you to improve the Corporate Image. Again your Corporate Image needs to be audited periodically. I will explain little more….the Management wants its stake holders to carry certain image of the Organization…that is "Image Goal"…How will you measure it….How do your employees perceive you…..how do your customers perceive you……how do your share holders perceive you, etc. Presently, no organization has made any attempt 41
CONSULTANTS LIKE YOU COME?
PUBLIC RELATIONS 3 to identify "the image as perceived by the publics"…that is "Actual Image". The Internal PR Department cannot do this. Only an external Consultant can do this more frankly and give a feed back to the Management. …This will help the Management to find the gap between the Image Goal and the actual Image…The PR Consultant helps you to bridge the gap through proper techniques,
4. WHAT MESSAGE WOULD YOU GIVE TO THOSE YOUNG PEOPLE WHO ARE TRYING A CAREER IN PR FIRM OR CONSULTANCY? PR is about communication and communication management. It is about perceptions and carving perceptions. I would suggest that students who have a good command on their communication skills and are also efficient in putting across their ideas should opt for this field. PR does not demand any theoretical knowledge but is entirely based on practicality, logic, presence of mind and sensible application of creative ideas. 5. WHAT IS THE STRUCTURE OF YOUR PR DEPARTMENT? The PR team of The Source is headed by our MD Mr. Raju Kane, who has around 25 years of experience in the field of journalism and Public relations. Our Vice President Mr. P.M. Bala handles business development. Our two departments Media Relations and Client
PUBLIC RELATIONS 3 Servicing are headed by Ms. Archana Pradhan and Mr. Pradeep Ghorpade respectively.
6. WHAT KIND OF CORPORATE DO YOU ALL HANDLE? Our clientele includes the likes of Lupin Ltd and Ethypharm LL India (which are Pharmaceutical companies), Onward Technologies and Aurovision (which are IT companies), Qatar Airways, Jaico Publications, Balaji Telefilms, Film Factory Productions (Ram Gopal Verma), Red Ice Entertainment, Seven Entertainment, Mercury Infocomm, Janakalyan Bank, etc. 7. HOW IMPORTANT IS PRESS RELATIONS? AND HOW DO YOU CALL FOR A PRESS CONFERENCE? Media plays a very important role in connecting to the general public and also in shaping their attitudes and perceptions. Hence Media relations are very vital for us as proper relations with the media help us in getting across our message about client more effectively to the public. Media is a powerful tool and weapon which has to be dealt with and handled very carefully. Press conferences are held when our client wants to make an announcement to entire group journalists at once. Press conferences are usually open to all media and all journalists who are interested in covering the news. We just make sure that most of the media is informed about the conference so that they can decide whether or they 43
PUBLIC RELATIONS 3 want to cover it. Sometimes we also have select press meets in which case we invite only selected media and our client addresses them. Another option we have is one-on-one meetings wherein our client meets with certain journalists individually. These interviews are exclusive and personal. 8. HOW DO YOU TACKLE WITH CRISIS? There is no particular format we can follow for crisis-management. It of course depends upon the crisis and its intensity. Most of the time though in case our client is the wrong we make sure step are taken to make amendments and also to rectify the situation.
WHAT IS THE PRESENT POSITION OF PUBLIC RELATIONS IN I feel that Public Relations is still in its infancy amongst the Indian corporates. Both Public Sector and Private Sector in India have contributed substantially for the Nation building You know the Indian mentality. You do great things. But keep a low profile. In the Same way, Indian corporate also, keeps a low profile and they do not care for the corporate image building. They don’t make a publicity of their achievements. With the opening up of economy, global competition, Indian corporate has started rethinking on their Public Relations strategies. Now they have realized that Public Relations can help them to improve their bottom line also.
INDIA AMONGST THE CORPORATES?
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We can finally say the main objective of public relation is to establish good understanding by sharing a common problem or interest with the public. By public it means both an internal public and a public external to the organization. Mutual understanding can be established only by sharing a common interest, by communication and relations. If there is no communication there is no mutual understanding and mutual understanding is the core of public relations. The objectives of public relations differ from organization to organization, based on the nature and objects of the organization. For instance the objects of the public relation program of social welfare organizations are quite different from those of a commercial organization. The objects of a public relations department of the Goverdifferent from those of non – profit organizations and so on.