Kunal R Sachdev,Director and CEO - Integral PR Services Pvt. Ltd

Integral PR Services Pvt. Ltd. (IPR) is a widely networked Public Relations Consultancy with an array of 12 National offices spread across the length and breadth of the country, and an association with APCO Worldwide, USA. IPR provides high-caliber strategic Consultancy Services in PR and other matters of corporate communication.

In conversation with Jasmeen Dugal, Kunal R Sachdev, Director and CEO - Integral PR Services Pvt. Ltd underlines the functions of modern PR, IPR's role in professionalising the PR industry, the potential of the Indian PR industry and the significance of PR in the rapidly changing business environment.

At the root of the matter, the issues are all the same. It would be inappropriate to differentiate clients on the basis of company size. I would rather talk about what we intend to do for a client on the basis of - an inexperienced client (a company that is employing PR services for the first time) vs. one that is initiated (one that has already had some experience of PR). We advise clients on what PR can do for their company. In other words, we define the boundary by harnessing their expectations, and explaining what is beyond the realm of PR. Once the client knows the true strength of PR as well as the limitations, it becomes easier to implement an effective communication programme.

Government PR is a part of an integrated solution and cannot be viewed in isolation. Worldwide, PR agencies tackle issues with the government alongside the media; both go hand in hand. In India however, PR is viewed solely as 'media relations'. In my opinion, it's much more then that; a PR company should create the right environment for the client's business to flourish. I believe that a PR company is more of a business partner in terms of advising the company it represents.

The government is as much a recipient of mass communication as a corporate client. Having said that, it is essential within the government to identify key constituencies, which directly impact business for the client. Understanding and communicating the client's perspective to these target groups is the key to successfully building the right image for the corporate.

To work ethically, the media, PR agency and the corporate have to work in tandem. We always advise our clients to be upfront in terms of the media. Shying away from responsibility is not something we endorse. Luckily, all our clients share a similar belief.

PR in India is a nascent industry. People are still grappling with what PR can do for them. However, this attitude is slowly changing; today, corporates are beginning to realize the merits of an integrated marketing strategy to communicate with their target constituents. Advertising and PR make a potent communication mix. They not only communicate the messages effectively, but also complement each other. People need to realize how PR can reinforce brand positioning. Today, some of the corporates are beginning to realize the merit of synergising communication programs.

1. A PR exercise aims to build a positive image for a corporate, and this should have a direct impact on its bottom-line.
2. To track a change in perception of image amongst various target groups, we recommend an image perception audit conducted by an independent research agency to our clients.

Possibly one of the biggest challenges for any PR firm is to have one media house covered by others; other media are not open to talking or writing about them. Managing Living Media's 'Aaj Tak' channel is one such challenge. The critical factor for success is to identify vehicles, which address the same target group but complement the media we represent.

There is no such thing as ideal attributes. A true PR professional has to first understand the client's business and the challenges ahead. This coupled with an honest approach is what is required.