Northpoint & Veena Gidwani Associates launch PR learning programme
The programme will help business managers optimise the outcomes of PR for their brands through a holistic approach
Northpoint Centre of Learning, in association with Veena Gidwani Associates, has announced the launch of a learning programme for business managers titled ‘Unleashing the power of PR to build brand equity’.
This programme has been created by Veena Gidwani, an independent PR Consultant and Former CEO of Madison PR, to help business managers optimise the outcomes of PR for their brands, through a holistic approach that integrates channels and messages that help drive brand and corporate reputation, shared an official release.
Prem Mehta, Chairman, Northpoint said, “Though brand marketers have begun to taste the gains from planned PR, its real value as a marketing tool has yet to be appreciated fully. It is emerging as an essential communication medium, and when handled professionally, PR adds credibility to the message because it is not seen as manufacturer-speak.”
The course aims to provide participants a good understanding of the power of PR in integrated marketing communications and corporate image building, changing dynamics of PR, recent developments and the importance of strong client – agency partnerships.
Veena Gidwani said, “My experience of over 17 years in managing PR agencies, interacting with client / corporate teams, made me realise that a large number of marketing / sales managers and account managers under-utilise PR as they do not fully understand the power and dynamics of PR. This programme has been created to meet this need. I am delighted that we have eminent industry experts on our faculty panel.”
The curriculum will cover subjects that help evolve PR campaigns that are based on deep consumer insights, big creative ideas and engagement with stakeholders across multiple platforms.
The programme has been designed for business executives with responsibility for corporate image building and integrated marketing communications. It is specifically targeted at senior and middle management professionals in marketing, sales, external relations / corporate communications, account directors and managers in PR consultancies and advertising agencies, promoters / senior executives of small and medium sized businesses.
Through a combination of case studies, best practice examples and teamwork, Veena Gidwani and industry experts such as Ajay Kakar (Aditya Birla Financial Services), Shweta Shukla (P&G), K. Ramakrishnan (Café Coffee Day), Anuradha Sengupta (Broadcast Journalist/Anchor & TV Producer) and several others will share their insights for winning with consumers and building brands through PR.
Speaking about the importance of this programme, Sam Balsara, CMD, Madison World said, “Brands who are spending crores of rupees in advertising are under-utilising the power of PR. This is a big mistake. PR can greatly strengthen an expensive media plan and thus help improve RoI of the overall campaign. I am glad Veena is running the Executive Development Program at Northpoint on Power of PR. It should greatly help practising industry professionals to extract more from their marketing budgets.”
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