Public Relations is increasingly coming up as an essential tool to counter threats to corporate brand equity and reputation. Amidst such growing importance of the domain, India witnesses the formation of a joint venture, involving the world’s largest independent public relations firm, Edelman and India-based reputation management group R&P Management Communications (R&PMC).
The duo announced setting up of a 50-50 joint venture partnership, yesterday. As per an official communiqué, the partnership incorporates the assets of R&PMC to serve the growing reputation and relationship management needs of Indian companies going global and multinationals venturing or operating in India.
However, as the release informed, Roger CB Pereira, Founder & CEO of R&PMC, would be leading the JV. The joint-venture company, which has decided to adopt the name, R&PMC:Edelman over time, would be headquartered in Mumbai and carry out operations through wholly-owned outfits in Delhi and Bangalore.
The partners of the JV – Edelman and R&PMC have worked together on several major client assignments before forming the association. R&PMC has been an affiliate of Edelman since 2002. For Edelman, the tie-up is a strategic move to expand its global footprints. It gives R&PMC the access to a leading global network.
The statement quoted Richard Edelman, President and CEO of Edelman, as saying, "With Indian foreign direct investments at an all-time high and Indian companies expanding overseas at record pace, India is a key growth market for Edelman. With R&PMC, we immediately become a leader in India, with the ability not only to support our global clients locally, but also to address the challenges facing Indian companies and global companies, especially on issues related to outsourcing, intellectual property rights, CSR and fair trade."
Expressing his optimism for the newly-formed association, the release reflected the observations of R&PMC chief Pereira as, "Edelman's independence, intellectual capital, global scale, strong regional management and entrepreneurial culture will enable us to provide clients with a full range of capabilities and services to expand our leadership position in the Indian market."
The R&PMC client roster includes companies like Ajinomoto Inc, Bombay First, Ciba, Citigroup, Colgate-Palmolive, DHL, Elcoteq, Festa Italiana, Friends of Women's World Banking, GE, Heinz, IMAX, Space TV (Tata-STAR), etc, while Edelman serves clients like Microsoft, AstraZeneca, Johnson & Johnson, Samsung, LG, Philips LCD, Standard & Poor's and Coca-Cola.