Anita Lobo CEO, Accord Public Relations

Anita Lobo began her PR career at Perfect Relations where she managed companies across sectors as diverse as automobiles, banking and finance, leisure and retailing. She became the CEO, Accord Public Relations at a young 28. Accord Public Relations is a five-year-old public relations agency and focuses on the food processing, telecom, banking and finance, marketing and retailing industries.

In conversation with Jasmeen Dugal, Anita Lobo - CEO, Accord Public Relations, underlines the common pitfalls of PR professionals, working with 'male' dominated industries, and the potential of the Indian PR industry.

We are a mid-sized, agile public relations agency and distinguish ourselves on the quality of advice, quality of implementation and quality of people, strongly believing that the best PR people are those who have had experience and exposure to multiple industries and have managed different kinds of PR campaigns. This creates the ability to think out-of-the-box of the predictable solutions that are typically suggested for a particular industry.

Accord has specialized teams that focus on industries like food processing, telecom, banking and finance, marketing and retailing. We have made a conscious effort to avoid the inertia many large public relations agencies fall prey to. We are an agile business unit - quick to think and act. Besides this, referrals from our existing client base as well as external consultants who have worked with us add incredible value to our USP.

There are three parameters for evaluation: Advisory, approvals and implementation.

In an advisory role, there is no difference in the quality of advice you would give to a company - irrespective of their size. The only parameter is - does it impact image? The difference in scale comes into play in approvals and implementation. Working with large companies, especially multinationals usually requires all PR activities to be shared with both the local management as well as our international counterparts. This means multiple approvals on plans as well as information made public.

When it comes to implementation, the difference is in the scale of activities that may be implemented i.e. national vs. regional or city specific. We have worked with a range of companies from start-ups who are redefining categories; large Indian corporates companies aiming for an image make; multi nationals who need to establish their equity and unseat well entrenched competition; as public awareness campaign that aim at changing mindsets and expanding product categories.

However, the bottom line for every company, irrespective of size, is the 'value' created and the impact on image - that is what counts!

Lets look at this from a client's perspective. A client looks for:

1. Agility and speed are very valuable in a hyper competitive
environment where profit margins are wafer thin.
2. An advisor who delivers sound strategy and creative implementation
3. A trained and committed team that understands their business
and is capable of going the extra mile
4. A business partner who can provide objective inputs in areas that are beyond traditional PR but nevertheless, impact image
5. And an agency that has a clear result orientation.

A common pitfall of PR professionals is that they entice themselves into this vision of PR building an esoteric image in the long term. The harsh reality that marketers live is the business of PR as well as all other marketing communications is to help companies do more business - sell more. So lets stop treating impact on sales as a dirty word and keep a sharp eye on how our efforts impact our client's image.

These are the parameters on which Accord differentiates itself - in thought, action and spirit.

Rising numbers of people in the corporate world understand today that the scope of PR is far more than just media relations. But in a young industry like ours, there will be a plethora of agencies providing a range of services - from the most basic to the most advanced. Much in the same way as there are fresh MBBS doctors, super specialists and quacks!

In more developed markets, the pattern has been one of consolidation - after which emerge a group of large national agencies and smaller specialist agencies. And of course, individual publicists do also thrive successfully.

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.

Therefore the challenge is for PR agencies to have the ability to provide such advise and ensure programmatic delivery, instead of uncoordinated 'PR bursts'. Because the agile will survive, the slow will perish!

We recommend the following three parameters of measurement:

1. The quality of advice: Innovation, Timeliness, proactive thought, and impact on image - this is what counts most!
2. The quality of implementation: Planning, delivery, monitoring and reporting
3. The quality of results against what was planned: Quantitative as well as Qualitative

Clearly, defining objectives and therefore, results expected - at the beginning of a relationship is the best way to prevent such a dichotomy. To ensure this, when we begin working with a company, we meet the CEO and all department heads so that we have a clear picture of what is required - across the organization.

The next step we take is to share a detailed action plan that clearly states deliverables. This ensures that there is no 'gap'. However, we also recognize that the big danger in PR is that both the client and the agency may start focusing on the day-to-day operations and could lose track of the 'big picture thinking' that is expected. To prevent this, we have ingrained a regular review system that provokes both sides to look at what has been achieved and plan for the future. It also enables faster mid-term correction in response to a change in the market place.

For instance, when we were working with a leading brand of women's wear, we noticed and pointed out to our client that most of our efforts over a quarter were directed at latest, new collection launched. Very little was being done to promote the overall brand profile and for category promotion. The client was happy at this observation and accepted our suggestion to change the scope and focus of activities.

PR like any other business from banking to journalism to law has its vast majority of ethical practitioners who lead the industry. Yes ethical practice is common - in letter and spirit. But corruption exists in every industry. And it requires both internal checks as well as an industry redressal body to lay down norms and penalties for non-compliance to ethics.

There is a group of personal investors who have shares in Accord PR, of which Dilip Cherian is one. I cannot disclose any further details.

Public relations is a great career for people who want challenge and learning to be a part of every workday. Although this sounds very enticing, in reality it requires people who are willing to step out of their 'comfort zone' and go the extra mile everyday.

People planning a career in public relations should evaluate their strengths and weaknesses on the following criteria and then dive in: above all Integrity, lateral thinking and the ability to speak and write in English, the ability to understand complex issues and grasp implications in a wider framework, the ability to communicate these very same complex issues in a simple and easy to understand manner - both in written and oral forms, and a curious mind that is aware of what's happening in business, economy and politics.

My personal experience has been that if you have personal conviction; if know your business and have great ideas, people will take you seriously and are eager to work with you. But yes, there are stereotypes you have to break like women cannot think about strategy or men are more competitive or career oriented, etc.

In fact I began working with 'male' dominated industries like automobiles, banking & finance and manufacturing very early in my career. It was interesting and sometimes funny to see how people accepted and liked working with us, irrespective of gender. But we have to recognize the fact that all of us are a product of diverse social & cultural upbringing and factor this difference into how we approach people and situations to come out on top.

The PRCAI summit was a good beginning for PR practitioners to meet and exchange ideas. In the future, I hope PRCAI makes the summit a more focused and business oriented platform by placing greater focus on 'what clients want' - because after all, they are the reason we are in business.

We are working with exciting brands that are changing the status quo by redefining how the category functions. From a leading brand of women's wear for career women to an exciting niche channel, and a manufacturing giant, we are proud to be working with some of the best in the business.

PR does not compete with below the line activities. In fact PR complements and adds to the impact of below the line activities by building a supportive environment that makes the target audience more receptive to such campaigns.

For instance, when we were working with a Cuban rum brand, we created an exotic aura around the brand that helped attract consumers to below-the-line events across the country.