Dear Friends As Sanjay had correctly hit the nail- PR entails serious ' strategic' approach rather than simply yarning/ selling media relations. I hail from Kuala Lumpur and many small overnight agencies in advertising/ marketing fraternity/some with the 'gift of the gap' have started their own companies providing PR services. The true pedigrees in the industry are simply frustrated and justice is just not given to the word PR. The challenge for us PR practitioners is ALWAYS to manage client expectations from the on set and we practice this strictly. For instance, we never promise a certain page/ column centimeter coverage in newspapers( after a press conference)/ promise the client that we will secure a Minister for an event ie. we would explain clearly to the client that should the minister not be able then a 'representative' will attend. We always have a senior practitioner holding a junior's hand for a duration, until such time they are able to counsel on their own. Providing 'strategic counsel & approach' is imparative in the field of Public Relations and not just selling 'media relations'. To enable provide sound counsel, experience and knowledge is required and it works hand in hand. To the up and coming young talents- please read the newspapers everyday. You MUST be on top of things to be able to counsel your clients. Daily media monitoring (first thing in the morning) and client alerts is given and routine. Best Shanthi Thiruchelvam Peak Communications --- On Tue, 8/11/09, Sanjay <sanjaym@mastek.
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Please visit http://www.prpoint.com (for useful PR resource materials) and http://www.primepointfoundation.org (non profit trust for promotion of PR)and http://www.imageaudit.com (about Image Audit)and http://www.indiavision2020.org (on India Vision)
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