(Moderator's Note : CJ of Chandigarh has brought out nicely and has suggested a roundtable in this mail. Can ABCI or PRCI organise a 'roundtable' at Mumbai or Delhi inviting PR Agencies, Corporate communicators, CEOs,? )
I don't think we need another forum, since the existing fora can take
care of the issue. Public Relations had all along been the process of
360degree PR tool, only thing is that majority of practitioners lost
track of its real essence.
As said in this forum earlier, the corporates are not to be blamed,
since they know not what PR can do for them. The advertisers and
marketeers turned 'PR persons' cannot be blamed for they have never
learnt and known the art and science of its practice. The onus lies on
the PR practitioners themselves, who never got up and tried to correct
the situation.
I can humbly submit that at least my clients had always been getting
the advantage of 360 degree public relations, since we taught them
that there is more to PR than mere media relations.
The need is now to generate awareness and have a one-day round-table
conference on the subject and thereafter circulate the information
amongst all the PR agencies and practitioners, both off-line as well
as online.
Why roundtable? Because I do not know how many would normally get
together to learn and share information. Let Mr. Srinivasan take up
the cudgles and organise a meet at Delhi and exchange ideas to take PR
to the pedestal it deserves.
CJ Singh
CorePR
--- In prpoint@yahoogroups .com, "POONAM SUKHIJA" <POONAM.SUKHIJA@ ...>
wrote:
>
> Hi All,
>
>
>
> I've been reading the mails for quite some time and feel that definitely
> the need is there but somebody is required to fulfill that.
>
> Mr. Srinivasan, have a suggestion for you here not only from the
> perspective of somebody just suggesting but to assist you achieve this
> too in whatever way. Can you plan an All India PR forum for all the
> Corporate Communication Experts focusing on this subject which is in
> today's time one of the most important aspects attached directly towards
> salient upbringing of any brand and its CEO "the 360degree PR Tool".
>
>
>
> We all buy the fact that "the edge is much finer when people talk about
> you and not you talking about yourself " and to accentuate this fine
> exercise of effective communication for your brand the forum will
> address on pool of 360degree approach and ideas with presentation from
> Industry people and then a 3-hour panel discussion.. ..
>
>
>
> Here I would not blame the agencies or anybody else........ ..... The
> formula is : WHAT YOU GET IS WHAT YOU PAY FOR" a 360 degree approach
> needs shelling out too......so Is Corporate prepared for an Exclusive
> Exercise and values it as a distinct function in a cut throat
> competitive environment ......if yes India is not in dearth of ideas'
> and so as professionals. ....
>
>
>
> To strengthen this thought to share this recent article of mine which
> primarily focussed on the irony of a think pad of an agency....how ideas
> are created and then killed owing to so many factors surrounding
> oneself..... ....
>
> http://www.universa lhunt.com/ www/?
>
>
>
> Enjoy reading !!!!
>
>
>
> Best Regards,
>
>
>
> Poonam R. Sukhija
>
> Vice President
>
> Corporate Communications
>
>
>
>
>
> 612 Acme Plaza,
>
> M.V. Road,
>
> Andheri (E), Mumbai-59
>
> Main : (91-22) 022-4000 3600 ext. 606
>
> Facsimile : (91-22) 022-40003699
>
> Hand phone: : (91-22) 9820077588 / 9322077588
>
> Website : www.angeltrade. com
>
>
>
> From: prpoint@yahoogroups .com [mailto:prpoint@yahoogroups .com] On Behalf
> Of Sanjay Mudnaney
> Sent: Monday, June 16, 2008 4:00 PM
> To: prpoint@yahoogroups .com
> Subject: RE: [prpoint] Re: Presentation of PR Agencies to clients - why
> confine to media only?
>
>
>
> As I had mentioned earlier my sense is that there is a shortage of
> 'right talent' that understands "360 degree communication" . Beyond
> theory this needs practical experience on the ground. Because there is
> shortage of this talent the PR agencies focus on media relations and
> this means that the fresher's joining agencies do not get the exposure
> to go beyond 'media relations'.
>
>
>
> The circle needs to be broken.
>
>
>
> PR agencies will have to invest in 'true integrated communication' . They
> will need to train and nurture the talent to service accounts from and
> "Integrated communication" perspective. CEO's/Clients will need to be
> educated on the benefits of "integrated communication approach" (though
> I feel most of them understand the value) There certainly is a demand
> that will keep growing in the years ahead.
>
>
>
>
>
>
>
> Sanjay Mudnaney
>
> AGM Corporate Communications
>
> Mastek
>
> M +91 9821876559 , D + 91 22 28247745
>
>
>
> P Please don't print this e-mail unless you really need to.
>
>
>
> Visit http://www.indiavol unteerportal. org
>
> a Mastek Foundation supported initiative to encourage volunteering
>
>
>
>
>
> ____________ _________ _________ __
>
> From: prpoint@yahoogroups .com [mailto:prpoint@yahoogroups .com] On Behalf
> Of sudarshan
> Sent: Monday, June 16, 2008 2:40 PM
> To: prpoint@yahoogroups .com
> Subject: RE: [prpoint] Re: Presentation of PR Agencies to clients - why
> confine to media only?
>
>
>
> As a CEO of a listed company my immediate thought would be, this is a
> complex issue that requires a process based approach from all the stake
> holders. In a pressured environment driven by quarterly results, CEOs
> are left with little option than looking for quick and tangible results
> and ROI. Media exposure seemingly offer them the much needed visibility,
> whether they can cash in on it or not. I would not put all the blame on
> CEOs because more often their short sightedness is the result of
> unrealistic and unsustainable expectations of investors/ institutions.
> But, we all have a compelling reason to consider PR more than a mere
> extension of our marketing team; the need to stay ahead of competition.
>
>
>
> The other side of the coin is, how much PR agencies are equipped to
> educate the CEOs and work with them as a team? In my opinion, to a large
> extent they are also pushed by short term benefits. Forums like this and
> other industry associations should play a vital role in all around
> education. This is not going to be easy but it is a much needed one.
>
>
>
> Thanks
>
>
>
> Sudarshan Venkatraman
>
> Chairman/CEO
>
> Zylog Systems Ltd
>
>
>
> From: prpoint@yahoogroups .com [mailto:prpoint@yahoogroups .com] On Behalf
> Of Prime Point Srinivasan
> Sent: Saturday, June 14, 2008 11:54 AM
> To: prpoint@yahoogroups .com
> Subject: Re: [prpoint] Re: Presentation of PR Agencies to clients - why
> confine to media only?
>
>
>
> dear friends
>
>
>
> Many senior professionals from Public Relations Agencies, CorpCom have
> shared their views. In all the discussions, one common point that has
> emerged is that PR Agencies and Corpcom professionals should look beyond
> men sustainabledia and there should be more "360 degree communication" .
>
>
>
> For our June issue of ezine, we are going to feature International
> Association of Business Communicators (IABC), a global body oper ating
> in 70 countries. We have interviewed their International Chair Todd and
> their International President Julie. One aspect that has emerged from
> their views is that we need to be more 'Business Communicators" . That
> means, we should explore all avenues of communication.
>
>
>
> Even though, many of the PR Agencies claim to be offering more services
> beyond media in their Menu card, in reality, they are forced to take up
> only media relations. As one of the members pointed out, we are yet to
> develop competency in other areas also.
>
>
>
> Taking the discussion to the next level, May i request you to share
> your views on the following more specifically. Few Corporate CEOs and
> Chairmen are members of this group. I appeal to them to share their
> views from the CEO point of view also.
>
>
>
> 1. How can we create an awareness of "360 degree communication" to
> corporates and PR Agencies?
>
> 2. Even if the PR Agencies suggest, will the Corporates agree? Even if
> the Corporates want, whether the PR professionals are equiped to handle.
>
> 2. How the National bodies like PRCI, GFPR, ABCI and Institutions like
> Symbiosis, Mudra can play a role?
>
>
>
> Srinivasan
>
> Moderator
>
No comments:
Post a Comment