My compliments to Mr Srinivasan for taking up this vital issue of PR
covering the entire gamut of communication. In fact this had always
been so, but unfortunately in the past few decades, the visibility
that media offers, it has become the only vertical available in most
of the PR Agencies portfolio of services.
We cannot blame the client because had the client been so knowledgeable about the potential of PR they would not have tumbled through many a crisis situations. And more often than not, the advertising agencies have added the PR aka media services in their portfolios, as a part of so-called 'value-addition' to the clients, where the media buying is being used as a plank to corner editorial space for their clients.
At no point of time, public relations as a profession is limited to
media relations. To me, public relations is an all-encompassing
function of managing communication for an organisation. And the first
parameter of 'Public Relations' is defining the 'publics' or the
stakeholders of an organisation who would get affected by any action
of that organisation.
The image management or branding or product positioning or public
perception of the corporate spans the entire eco-system in which an
organisation operates that comprises of people or the stakeholders in
different situations - both internal and external. Therefore, managing
communication for all stakeholders is the key mandate of any public
relations agency. How many do it?
That is why the reason to put into place a proper accreditation
process for the public relations practitioners especially in India, so
as to restrict the entry of non-professionals from other disciplines,
as well as raise the standard of profession. This would not only
benefit all those who want to practice public relations, but also the
clients who would have the complete professional package of services
that can help them achieve their objectives.
CJ Singh
Mg. Diector
CorePR, Chandigarh
--- In prpoint@yahoogroups
<prerna_rsaikumar@
>
> Dear Mr Srinivasan,
>
> Very interesting topic and I do agree with you and ofcourse with the
> views of other members of the group. However, I have my own
> observation which I would like to share :
>
> As Mr Srinivasan very rightly pointed out, the CEOs and the
> management have to look beyond media management. Most companies use
> PR tools for media management only. Why blame alone PR agencies.
>
> Infact most of the PR people handle media, ticketing and travels of
> their senior executives, hotel accommodation and government liaison.
> But what about communication - both internal & external.
> Particularly internal communication is very important link between
> the employee and the employer. It is the internal communication
> which will help in developing HR Branding. The strategic planning,
> mission, vision, policy, etc. has to be communicated to grass root
> level. The thinking process of management has to be aligned with
> thinking process of employees through communication, which is, to
> me, the most powerful tool of PR.
>
> PR can be effectively utilised to communicate with customers,
> shareholders, society - all stake holders, for sales promotions,
> event management, Branding both corporate and HR.
>
> Thanks.
>
> R Sai Kumar
> www.winmyindia.
>
>
>
>
> --- In prpoint@yahoogroups
> <prpoint@> wrote:
> >
> > dear friends
> >
> > In the India PR Blog, Palin has raised a very good subject. He
> has talked
> > about the various aspects presented before the prospective clients
> by PR
> > agencies during their pitch presentation. Please read in the
> following
> > link :
> > http://www.indiaprb
> initial-pitch-
> >
> > Normally, almost all the PR agencies present their capabilities in
> media
> > relations.
> >
> > My feeling is that PR agencies should start talking about the
> communication
> > with other stakeholders. They can talk about HR branding, investor
> > communication, social media communication, internal communiation,
> marketing
> > communication, external communication other than media, etc.
> >
> > PR Agencies feel more comfortable with media relations. (probably
> it is
> > sytematic, clips measured, time bound, etc). Since PR Agencies
> confine only
> > to media relations, the corporates also feel satisified with 'n'
> number of
> > clips.
> >
> > I feel a time has come that PR Agencies should re-look and start
> developing
> > their competency in other areas like internal communication, HR
> Branding,
> > and other areas through which the perception of the stakeholders
> could be
> > improved. As I have been repeatedly stressing, PR needs to be
> integrated
> > with Marketing communication. Corporate CEOs also should start
> pressuring
> > the PR Agencies to suggest tools and means for 'total communication
> > management'.
> >
> > I invite members to share the views as to how we can take the PR
> industry to
> > the next level.
> >
> > srinivasan
> > Moderator
> > http://www.prpoint.
> >
>
Change settings via the Web (Yahoo! ID required)
Change settings via email: Switch delivery to Daily Digest | Switch format to Traditional
Visit Your Group | Yahoo! Groups Terms of Use | Unsubscribe
__,_._,___
No comments:
Post a Comment