Vice President - Corporate Affairs, Jet Airways

From Sales and Marketing at Hotel Oberoi Intercontinental, Canadian High Commission, Hotel Sofitel Surya, Hotel Hyatt Regency, Jetair Tours to Vice President - Corporate Affairs, Jet Airways in 1995, Nandini Verma's experience pans across diverse industries.

In a candid conversation with Jasmeen Dugal, Nandini Verma talks about the role of PR in an aviation industry, the role of Corporate Communications in bagging Jet Airways the SuperBrand status and the power of PR to influence mass mindset.

Public Relations consist of effective dissemination and communication of information. In a dynamic industry such as Aviation, Public Relations role assumes an even greater importance as one has to keep abreast with change on a day-to-day basis. More so as today we are part of a highly networked culture.Thus our philosophy is all about evolving and redefining oneself without ever losing sight of our goal of being "a world class airline."

One would rather say that Public Relations helps in consolidating the overall image of the company. This is achieved through close coordination with other departments within the company.

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. Moreover, it also acts as a bridge between the airline and the regulatory agencies of the Government.

You are apparently referring to our being conferred the SuperBrand status by the world's leading authority on Branding - the Superbrands Council. In the last ten years of our operations, the PR department has consistently highlighted the enhancements and value additions introduced by us in the domestic civil aviation sector.

Successful PR adds on to the marketing efforts by having the product communicated not just through the means of a good advertising campaign but also through other forums that are more convincing.

It would not be appropriate to talk about other players in the field. For the record, however, allow me to clarify that in July 2002 Jet Airways was the first Domestic Airline to announce the special Apex fares, whereby passengers could avail of attractive discounts if they booked tickets in advance under our 'Everyone Can Fly Scheme'. Currently we offer this scheme under two slabs - Apex for 15-day advance purchase and Super Apex for 30-day advance purchase. We will shortly be introducing a 21-day Apex fare.

Post 9/11 and consequent to the adverse advisories issued by the Western governments in the wake of political instability in the subcontinent, it was an attempt on our part our part to revive the market. These fares have brought in a new segment of travellers, which were earlier using other modes of transport.

I would say that Public Relations as a communications tool definitely helps in influencing opinions. For instance, many of the services that the Indian air traveller takes for granted today were unheard of till Jet Airways commenced operations on May 05, 1993.

Once we progressively introduced those services, we also ensured that they were sustained. Ultimately, people who flew Jet Airways and experienced those upgrades, recommended the airline to other people. If Jet Airways is today spoken of as a homegrown brand of International standards, it is purely on our ability to successfully enlighten passengers on those services and then being able to adhere to standards that we set for ourselves.

Yes it has, as PR is now taken more seriously and recognised for the role it plays in successful organisations. Summits such as PRCAI help in networking.

As an Indian corporate body, Jet Airways recognises its commitment to the country. Initiatives have ranged from organising special flights for underprivileged children to involving well-known celebrities to launch awareness campaigns among minor sex workers in association with the NGO Save the Children India (STCI).

The most significant initiative taken by Jet Airways is the inflight Magic Box programme in association with STCI where voluntary contributions are invited from passengers. Between January 1997 and September 2003, the Magic Box had collected over Rs.36 million in generous donations from Jet Airways passengers. The funds generated through this collection programme have been utilised for the welfare of the affected in the earthquake ravaged Latur and Sastur villages in Osmanabad district of Maharashtra, victims of Kargil conflict in Kaksar village and victims of the Gujarat earthquake.

As in the last ten years, we will continue in our pursuit of excellence by ensuring quality and enhancing our service standards. Other than being the voice, Public Relations will continue to act as the eyes and ears of the company by monitoring the perceptions and emerging trends.