"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. "
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P.K. Khurana
President, Quik Group of Companies
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Over twenty-five years of experience in the
media communications, sales and marketing business, encompassing
a successful career with The Indian Express, Hindustan Times,
Dainik Jagran, The Hind Samachar Ltd. and Divya Himachal Prakashan
Pvt. Ltd., P.K. Khurana is today the President of Quik Group
of Companies comprising of Quiksel Media Services, QuikCorp
Inc. and Safalta Sansthan.
Regionally very strong in the key northern region due to his
rich experience, P.K. Khurana has had the experience of sitting
on all sides of the table. Having handled Circulation, Advertising,
Public Relations and Editorial Affairs in different organisations,
he was Director-Marketing with Divya Himachal Prakashan Pvt.
Ltd., before he resigned to join Quik Group of Companies,
where he directs and oversees business development and management
issues.
In a conversation with Jasmeen Dugal of exchange4media, P.K.
Khurana shares his views on the need to work in tandem with
advertising agencies so that the PR strategy is in sync with
the overall marketing strategy, and how marketing activities
take the brand to the people while PR activities bring the
people to the brand
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| P.S. |
What
is the unique selling proposition of your company? |
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Speed and Consistent Delivery! For us a client
is not just another notch on our sales list, but an opportunity
to develop another brilliant idea.
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| P.S. |
How
is handling corporate communications or PR for a small and mid-sized
client different from handling a large client? |
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In most of the cases, a small client does not
have a well-defined or long-term marketing strategy. In such
cases, the PR consultancy makes a strategy for the client
thereby helping them to evolve a marketing strategy and a
plan that works. We need to evolve marketing as well as a
PR Strategy for the client. In case of big clients, we need
to work in tandem with their advertising agencies so that
the PR strategy is in sync with the overall marketing strategy.
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| P.S. |
How
do you differentiate yourselves when you go out to pitch for
the clients? |
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Organising press conferences, writing press
notes, disseminating them to the media and getting them published,
aired or telecast is not the only job we do. When we undertake
a PR exercise, we define the objectives first and then plan
the whole initiative so that it achieves the desired objective.
We focus on results - not activity.
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| 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? |
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We try to impress upon the client the value
of transparency. After all, our ultimate objective is the
same, that is, getting the maximum output from a PR activity
that generates the desired publicity and image in the market.
Easy access to true and total information is the only path
to a lasting relationship with the media. Once this is achieved,
the rest is all easy.
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| P.S. |
Is
Ethics in PR business followed in true spirit? |
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Morality is relative. Transparency and credibility are the
requisite attributes of a PR consultancy. They need to be
sustained for a better rapport of the PR consultancy itself.
Speaking for ourselves, we always stand for what we believe
in.
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| P.S. |
What are the ideal attributes for a good PR professional?
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Informative,
Decisive and Quick reactions! |
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| P.S. |
In
India, is the role of PR going to remain in media relations
or it will go beyond that? |
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It has
already crossed the confines of media relations. Employee relations,
investor relations and crisis management are just to name a
few |
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| P.S. |
How
do you measure the results of a PR campaign? |
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The results
of a PR campaign can truly be measured only in terms of customer
satisfaction. But since it is a qualitative concept, we do need
hard data in terms of coverage as well. |
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| P.S. |
Do
initiatives like the PRCAI PR summit help? If yes, how? |
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Yes! It's
a great forum for the PR consultancies all over the country
to get to know each other better, share their experiences and
expertise. The dynamic and rapid advancements in the PR field
today makes such platforms more important and relevant, as it
is practically impossible for one to keep up with all the developments
on an individual basis. Simply put, together we can achieve,
what alone we cannot! |
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| P.S. |
Tell
us about the campaigns you are currently handling. |
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Luckily,
for us, we handle a galaxy of clients, some of them international
celebrities like the legendry singer Hans Raj Hans; magician
Jadugar Samrat Shankar; Worldwide Immigration Consultancy Services;
Forest Hill Golf Resorts & Country Club; the only 'International
Board Certified' Indian cosmetic surgeon B.P.Singh; Grewal Eye
Institute; Gontermann-Peipers (India) Limited; Canadian Institute
for International Studies; etc. |
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| P.S. |
How
does PR compete with other below-the-line marketing activities?
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PR does
not compete with marketing activities. It actually supplements
them. Any marketing activity can get a big boost with the presence
of some PR activity. And this has already been proved umpteen
times in today's scenario. Marketing activities take the brand
to the people while PR activities bring the people to the brand. |
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| Send
your comments to P K Khurana |
| 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 . |
"MGood
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"Ashwani
Singla ,CEO, Genesis. |
"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
|
"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
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"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
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"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 |
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