PR discussions: RE: [prpoint] Another debate - How do we compare on global benchmarks?

Tushar

Buddy it is unfortunate that rather than having an open mind and looking at what needs to be done you turn around and question a REAL EXPERIENCE. That to me is one of the problems - not willing to listen with a open mind. When I posted this comment I was almost expecting this reaction.

This is not about Client vs PR agency , it is about a narrow focus on 'Media Relations' and lack of 'talent' ,'training for talent' and 'inability to attract the best talent.' My experience is a customer will pay for the 'value' delivered and If clients do not 'value' PR in India as you suggest - who is to blame ? If clients are demands are absurd and if PR agencies are accepting them who is to blame ?

I do agree that we do have the ability to match the best globally and I also agree that it calls for investments in the most important resource for an agency 'its people' and for that clients would need to pay. But who is going to take the charge?

Are customers willing to listen to strategic counsel - you bet they are , we today compete in a global marketplace and are getting exposed to global best practices.I do agree thet the US and UK PR agencies have a lead of time over us , yet we have an advantage we need not commit the mistakes that they did and learn some of the best practices and create some of our own. I am sure those with an open mind would be willing to learn and take up the challange of benchmarking against the 'global best' as I do know a few are already doing.

Sanjay Mudnaney

To: prpoint@yahoogroups.com
From: tushpin@yahoo.co.in
Date: Wed, 12 Aug 2009 11:51:38 +0530
Subject: Re: [prpoint] Another debate - How do we compare on global benchmarks?

Thank you for sharing your 'eye opener'. I am sure your experience must have been very different from what you might have ever had from agencies here. I have reasons to believe that and at the same time have a point of view to share with you.

The answer lies in history of our country. The creative businesses (ad/pr etc.) in markets like US & UK have been in existence from more than 100 years. They have made mistakes and learned. They continue to evolve in order to keep a pace with the developed requirements of a developed markets. The consumers are different. At home, first 50 years of independence have been wasted by our so called leaders in mundane things and whatever development you see in our business is very recent.

Are clients in India are ready for what you have experienced?

Tell me buddy, would you ever accept similar '360 degree' suggestions by an Indian agency and pay the kind of fees you must have paid to this American or British agency? Don't you always ask your agency to get your MD's photograph in The Economic Times? Don't you always feel happy when your company's news appeared the way you wanted and your MD or CEO pats your back? Our world revolves around getting the news in India. We don't really know whether my target had read my news or watched us on TV.

I have worked closely with many big & small international advertising & PR agencies and with professionals right from CEOs to AEs. Definitely their approach towards PR is little different than what you find here, but it is more to do with market requirements rather than professional competencies. Many Indians are providing leadership to them in their own markets and I have worked with many of them as well. One thing I can assure you is that if you work with 'real' PR professionals in our country and they are as competent as their colleagues in the west.

If I look realistically, our industry has learned much faster than those guys. Our markets and requirements are different. We do not do few things does not necessary mean that we don't know how to do it. We don't do it because there are not many takers around. I have many personal experiences to share, which will surely act as another eye opener for you. May be we can discuss those when we meet next.

Please accept my apologies if I sounded little offensive but it really hurts when something like this comes to fore. I do understand and acknowledge that we have problems in the business and talent is difficult to come by, but it does not really mean that we don't have capable professionals in the business, who can't provide you with similar or even better experience. It is just a matter of being as professional and as open as we are with those from overseas.

@ Shanthi: Thank you for sharing how you approach business, I don't see any difference than what a good agency in India would do for a client.

Take care.

Tushar

From: Sanjay <sanjaym@mastek.com>
To: prpoint@yahoogroups.com
Sent: Tuesday, August 11, 2009 5:10:49 PM
Subject: [prpoint] Another debate - How do we compare on global benchmarks?

We recently engaged with a leading PR agency in the US and the experience has been an eyeopener. They are far ahead of what I have ever experienced. The quality of talent and the understanding of 360 degree PR is far ahead of my experience here. The 'strategic' approach to PR rather than a pure 'media relations' approach is so very clear in each and every touch point of experience that I have had. The reporting , the proactive counsel, domain understanding is far superior.

The problem I guess is the quality of talent and that may be linked to the kind of investments that are made to train fresh talent.Perhaps also we do not get the best to join this field.

Sanjay Mudnaney

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Wednesday, August 12, 2009

RE: [prpoint] Another debate - How do we compare on global benchmarks?

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