Meera Tenguria Founder and Director Aarohan Communications

Meera Tenguria started Aarohan Communications over eight years ago, at a time when PR was in a very nascent stage in India. She has over twelve years of business experience in the areas of strategy, corporate PR, investor relations, technology communication, crisis/issues management, consumer communications, and brand management that has given Aarohan Communications a unique niche. Her skills extend from managing corporate PR for large Indian companies to managing International FMCG brands.

In conversation with Jasmeen Dugal, Meera Tenguria, Founder and Director, Aarohan Communications, underlines the conflicting interests between a client and a PR firm, how the company differentiates itself when pitching for a client, and the USP of Aarohan Communications.

We do considerable research for mapping out not only the obvious aspects of the specific industry but also its nuances, to understand how other industries have an effect on this industry. This involves customer needs, competition, government policies, trends - domestic and International, direct and indirect opinion influencers, media, and future changes/initiatives.

We then take a holistic view of the plan for PR. We ensure that it addresses the core need - be it creating greater awareness for increasing sales, or increasing awareness for educating the public or investor relations as part of corporate governance or investor relations to attract market attention. Our strategies are focused on directing the PR Program to deliver the desired business objectives. We then add creativity to the mix - looking at communications creatively; out of the box thinking. We have built-in methods that ensure that the programs that we run for our clients our focused on deliverables.

Never. I have always believed in a lot of preparation and background work. Any advice that we give is backed by a strong reasoning, which is backed by facts. We have built our reputation on a lot of hard work and thoroughness. Thus the gender as an issue has never really cropped up.

The objectives tend to differ. With large clients, esp. in Corporate PR, the audiences that a company needs to communicate are larger. Investor relations, internal communication, crisis communication, change management, channel communications, industry relations are critical for a large client along of course with brand and marketing communications, whereas in small and midsize clients, the focus is on marketing communications.

For a large client, we look into many aspects which need to be communicated to develop a truly multifaceted image of the company, such as the company's HR, its corporate governance, its R&D, its IT, its customer programs, its partners, acquisition and mergers, new products, brands, etc. This needs not only a very good strategy but also a very effective implementation plan in place. For large clients, there are many regulatory issues we are very carefully to take into account while planning communications.
Corporate PR for small and midsize companies is a wonderful challenge, for we are intrinsically involved in the process of actually creating an image. You may be competing with large brands, with lesser resources available. It really stretches you creatively.

Our approach - we have always taken a very holistic approach of PR. We help our clients in using communication as a strategic tool for achieving their corporate objectives. This means that we work very closely with our clients in ensuring that communications is working strategically and effectively at the various communication points of a corporate.

Industry knowledge - we have built strengths in areas that we operate. Knowledge management is a key differentiator. It is mind you, not about large databases, or books in your library - it is about understanding the nuances of the industry.

Our relations with our clients - we take great pride in this. We have always worked very closely with our clients. We are always a part of their organization, sharing their dreams. We have been with our clients through their good times and their tough times. At all times we have been honest in giving advice; in bringing to the table issues we feel are important. Ethics and honesty with our clients is what differentiates us. This is very critical in Corporate PR.

Our focus on implementation - we bring strategy into play in the implementation process. We are very transparent about our process, and are paranoid about being creative and professional in the process of implementation, be it writing a press release or organizing an analyst meet.

We offer marketing communications, investor relations, internal communications, change management, channel communications, analyst relations, media relations and community relations. This enables our clients to have an integrated solution.

Mature clients, who understand the value of PR, are very adept at making the most of the PR agency as a resource. The objectives of both the client and the agency are the same - the success of the client. Teamwork thus brings out the best of both - their knowledge of their business and our knowledge of PR. Constant communications and professionalism in all aspects go a long way in bridging any gaps. It defines relations around corporate objectives. The PR agency is after all an extension of the company.

W.r.t conflict of interest as an aspect of competing clients, it depends on the market the client is in and the understanding between the client and the agency. Permission from the existing client is a must. Indeed, in the era of convergence, competition is not always direct but can be replacing technologies or products. The fundamental ethics in this is the permission of the existing client.