"Good
companies recognize the importance of PR and have on-going programmes
to develop strong relationships with their stakeholders. Only
companies with myopic vision use PR as a one-time 'quick fix'
and most often, it fails"
| |
|
|
|
CEO, Genesis
|
Grounding his fundamentals in hotel management
under tobacco giant ITC, Ashwani worked with Mudra and Clea
Advertising before settling into Genesis PR. Applying the
mantra 'It's not the big things in life you do, but the small
ones that are most important' to his career, Singhla cuts
an inspirational figure.
In this session of PR Speak, Ashwani Singhla speaks to Jasmeen
Dugal about ReputationCapital, PR as a quick-fix tool
and how the 'means to the end' is equally important as the
end.
|
|
| P.S. |
What
is the USP of Genesis ? |
|
| |
We develop and deliver public relations programme
that have a 'real measurable impact' in enabling the business
of our client. These campaigns are based on 'insights' that
our practice areas drive and delivered by extremely talented
and capable people - the very best that the industry has to
offer.
|
|
| P.S. |
What
is your opinion of 'Reputation Capital'? |
|
| |
Reputation is built on 'value' and 'trust'
that an organization creates with its stakeholders. Therefore
how companies manage their reputation is core to success today.
In fact, Genesis's proprietary methodology in developing corporate
reputation programmes is called ReputationCapital.
|
|
| P.S. |
Companies
like Coke and Pepsi, who have faced crises, are in the process
of rebuilding their brands utilizing PR as a tool. Is PR today
seen as a one-time fix-it requirement? |
|
| |
On the contrary! PR comes in the public eye
in a crisis due to a massive media focus, especially for companies
like Coke or Pepsi. Good companies recognize the importance
of good public relations and have on-going programmes to develop
strong relationships with their stakeholders. Only companies
with myopic vision use PR as a one-time 'quick fix' and they
find that most often it fails.
|
|
| P.S. |
Genesis
PR and Burson Marsteller signed a memorandum of understanding
some time ago; how have you gained from this association? |
|
| |
Our partnership with Burson-Marsteller enables
us to benchmark our work with the best in the world, helping
us give the best to our clients and has provided our people
with opportunities to learn and grow. One of our Partner Associates
is working in B-Ms Washington office and people across the
firm are currently participating in a global learning programme
run by B-M.
|
|
| P.S. |
How
is handling corporate communications or PR for a small and mid-sized
client different from handling a large client? |
| |
Reputation is equally important for both large and small
companies; therefore for us it is the same. However large
companies have more complex logistics and processes. Large
companies may also have more markets to cover and therefore
may have larger budgets. We develop programmes that meet the
individual needs of each of our clients.
|
| |
|
| P.S. |
How does Genesis differentiate itself when pitching for clients? |
| |
Our over 300 man-years of knowledge and our talented people
are our 'sustainable competitive advantage'.
|
| |
|
| P.S. |
How
do you deal with conflicting interests between a client and
a PR firm? Since both sides know their business well, how do
you bridge the gap between your and their objectives? |
| |
We act on behalf of our client so we cannot have a different
business objective. PR campaigns have to be developed to enable
the business objectives of the client. However, a very strong
code of ethics governs our actions. If we are in conflict
with the 'ethics' demonstrated by the client, we prefer to
resign from the assignment.
|
| |
|
| P.S. |
In
your opinion, is Ethics in the PR business followed in true
spirit? |
| |
Individuals practice ethics, and if collectively followed,
they come to represent the 'ethics' of a firm. If individuals
are ethical then the firm is the same. A firm must create
a 'enabling environment' where the 'means to the end' are
equally important as the end.
|
| |
|
| P.S. |
What,
in your opinion, are the ideal attributes for a good PR professional? |
| |
Listen
more and speak less, write simple and clear copy, hone the ability
to multi-task, develop strong professional relationships, see
the 'big picture,' and last but not the least, develop the ability
to find solutions. |
| |
|
| P.S. |
In
India, do you feel the role of PR is going to remain in media
relations or it will go beyond that? |
| |
JWe are
already starting to see that happen, though 'media relations'
remains the key. As the new, more professional breed of talent
grows in agencies and client organizations, it will come into
its own. I am reasonably confident that it is not a long way
away. |
| |
|
| P.S. |
How
do you measure the results of a PR campaign? |
| |
By measuring
the achievement of the clients' business objective and our objective
flowing out of that. Unless PR can do that, it will never be
central to business strategy. |
| |
|
| P.S. |
Do
initiatives like the PRCAI PR summit help? |
| |
PRCAI
PR Summit is a great idea as it exposes a professional in PR
to best practices, industry research and provides a platform
for debate and discussion, and that will eventually 'raise the
bar' in the way PR is practiced in India. |
| |
|
| P.S. |
Does
PR compete with or complement other below-the-line marketing
activities? |
| |
PR is
complementary to all 'below-the-line' activities in brand building
as it talks to the consumer too but takes the route of 'third
party' endorsers. |
|
|
| Send
your comments to Ashwani Singlal |
| Archive |
"PR
is a people intensive business and skilled personnel are
key, to this profession. I do not think we are putting
in enough efforts to train and groom youngsters mainly
because of our inherent insecurities." Samir
Kale, Managing Director, CMCG India. |
"Aviation
is a unique sector in that it is about people, services
and technology, all at the same time. Different departments
contribute in building a successful airline system. As
the public face of the company, it is PR's job to highlight
the product through various channels of communication."
Nandini Verma,
Vice President - Corporate Affairs, Jet Airways . |
"Media
relations are 'the bread and butter work' of any PR professional.
Everything else is 'Jam and Jelly;' employers and clients
expect and demand good media relations' capabilities from
their PR people. If they are able to deliver more value,
then nobody will stand in their way. Media Relations is
the base upon which a plethora of other activities can
be built."
Nikhil Dey, Vice President,
Corporate Communications, Fiat India Pvt. Ltd. |
"Media
relations is one of the most important roles handled by
a PR company. The other roles that we've handled successfully
include management communication, crisis management, industry
relations, financial relations and research. The industry
is still young; we will see a growth in agencies with
individual specialization."
Kapil Rampal, CEO - Creative
Crest |
"Global
media relationship plays a major role in building the
credibility, which is given immense importance. Information
sharing, both proactive and reactive is a continuous process."Paresh
Chaudhry, Director - Corporate Communications
|
"We
intend to market around 2,000 Ambassador Grands through
promotions; this is in line with the concept that the
Ambassador Grand is not mass oriented; it is targeted
at the individual buyer. And we feel this is the best
way of reaching out to him."
Soni Srivastav, GM, Corporate
Communications, C.K. Birla Group
|
"In
the emerging external environment, businesses are increasingly
obliged to manage and sustain communications with several
sensitive constituencies other than media. 80% of our
time is dedicated to media relations - other constituents
that take up our time vary from client to client."
Archana Jain, Director,
PR Pundit
|
"It
is because we see things, not the way they are, but the
way they can be. Not what exists, but what can be created.
A better way of doing things, a better way of life. Creativity,
experimentation and innovation are not just encouraged
at QuikRelations; they are a way of life."
P.K. Khurana President,
Quik Group of Companies
|
"Be
it newsletters, conferences, talks, fairs, events in schools
and colleges, PR agencies are using an integration of
possible mediums. In a country like India with the vast
spectrum of cultural nuances - going beyond media is a
role that PR agencies are managing very well."
Meera Tenguria Founder and
Director Aarohan Communications |
"The
role of PR has gone beyond media relations in India, and
while media will remain a critical tool here as it is
everywhere in the world, more and more advisory and brand
building work will be done by PR professionals."
Mahnaz Curmally, President
- South Asia, Ogilvy
|
"A good corporate PR person is an integrated personnel
in the company, who is involved in understanding the decisions
taken by the company and the repercussions it could have."
DEEPAK JOLLY Director -
Corporate Communications, Bharti
|
"I see PR playing a key role in helping companies work
on an integrated communications plan through PR, advertising,
BTL marketing and specially their own sales force, to
send out synchronized messages that powerfully impact
image."
Anita Lobo - CEO, Accord
Public Relations |
"PR is all about facts and not whitewashing facts."
Nandita Lakshman, Founder
and CEO, The Practice |
"In India however, PR is viewed solely as 'media relations'.
The main function of a PR company ideally is to create
the right environment for the client's business to flourish.
I believe that a PR company is more of a business partner
to augment opportunities for the company it represents
through effective image management."
Kunal R Sachdev,Director
and CEO - Integral PR Services Pvt. Ltd |
"Forced overlaps in communications don't work, unless
they are a part of well thought out strategy"
Devdarshan Chakraborty,
CEO, Vaishnavi Corporate Communications |
"The PR industry is in stage of evolution, an evolution
of concepts, of ideas, of mindsets, which are fresh. These
would give green pastures for the participants to grow"
Ashok Kapoor, Director,
Integral PR Services Pvt Ltd |
"Ultimately
the role of PR will be to communicate through word of
mouth"
Sunil Agarwal, Managing
Director, 20:20 Media |
"We run with the news. We run for the mindspace, for our
clients"
Supriyo Gupta, Vice President,
Rediffusion-DY&R |
"Image is the only devise that is growth inductive and
recession proof"
Dilip Cherian, Consulting
Partner, Perfect Relations |
"I think in Public Relation industry, the focus should
change from facilitating visibility to facilitating transparency"
Rajiv Desai, President,
IPAN |
"In future, the percentage of media relations in the total
PR exercise will decrease"
Tarun Deo, MD, Text 100
India |
"The fundamental
premise for this is "anything that cannot be measured
cannot be managed". So also is a PR initiative"
Prema
Sagar, Principal & Founder, Genesis PR |
|
|
|
