The afternoon session of the second day of the ICCO Global Summit saw PR stalwarts discuss the changing face of communication. The theme of the summit is ‘Forget Best Practices, Think Next Practices’. In keeping with the theme, Santosh Desai, President, McCann Erickson India, opened the session by providing food for thought when he said that media had been always a catalyst for change. The advent of new media is a testimony for this and now with the emergence of interactive media communication is again poised for a change.
Louis Capozzi, Chairman, Publicis Public Relations and Corporate Communications Group taking the session forward said, “Today communication has made a shift from the controlled environment to that of moving to a conversation age.”
With this change the panel discussed about the traditional model being obsolete where advertising, PR or sales cannot just rely on a 30-second solution but have to broaden their perspective.
Paul Taafe, Chairman and CEO, Hill and Knowlton Inc, talked about creating ‘Wiki Brands’ where the essence was to build the brand based on interactivity. The next practices would also mean being open to adapting to the changing environment.
When asked about turning down clients on philosophical or ethical grounds, Capozzi said, “Individuals can opt out if they are not comfortable with some client because the essence of PR professionals is to be passionate advocates of their client. If someone has a reservation I suggest that the individual can very well stay away from the client but I don’t think a firm can categorically refuse a client because it brings the issue of where does one stop and draw the line.”
ICCO is the apex body of over 850 public relations consultancies across the globe. It is a landmark that the annual summit is being held in Asia. The summit has been organised in association with Public Relations Consultants Association of India (PRCAI) and The India Brand Equity Foundation (IBEF).