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
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From: prpoint@yahoogroups
Sent: Monday, June 16, 2008 2:40 PM
To: prpoint@yahoogroups
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
Sent: Saturday, June 14, 2008 11:54 AM
To: prpoint@yahoogroups
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
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