Reporter’s Diary: A refreshed vision
Shanta Saikia reflects on how the minds of industry stalwarts work and how interactions can open up a whole world of opportunities
Published - Mar 31, 2012 7:58 AM Updated: Mar 31, 2012 7:58 AM
Jury meets, two back-to-back major awards for the OOH and PR industries last week and the internal edit meeting this week has crowded my calendar. Though a veteran in the media business, I am a newbie in the world of reporting and I am still exploring this new calling.
My interaction with industry stalwarts in the last two weeks has given me a glimpse of how they think and function. At their very core is immense passion for whatever that they do and how much they keep themselves updated on every aspect of their industry. My takeaways have been rich and varied.
Out of home as an industry is at a crossroads today, looking for that next leap. The Pitch Madison Media Advertising Outlook 2012 shows a negative graph for the OOH industry (-10 per cent), losing about Rs 144 crore in 2011 to its ad revenues worth Rs 1,441 crore in 2010. The outlook for 2012 projects a growth of five per cent, taking the ad revenues to 1,362 crore. However, in my interactions with OOH industry biggies, all were upbeat about the industry and project a growth figure in the range of eight-nine per cent for 2012.
PR as a discipline has come a long, long way from being merely about media relations and handing out press releases. At the PR Conference that preceded the Awards, Tim Sutton, Chairman, Weber Shandwick – Asia Pacific, talked about crisis management tools such as Fire Ball; Shweta Shukla, Head of External Relations, P&G, talked about calculating PR worth of campaigns in rupee terms; various other PR and corporate communications veterans also talked about managing reputations, calculating communication RoIs, working in a social media environment and more.
Each interaction has enriched my vision and compelled me to view issues from different perspectives.
The edit meet across exchange4media Group properties gave me a chance to meet my colleagues from other centres and put a face to the names and voices. Lot of discussions and debates, and some industry insights later, we have all emerged with a refreshed vision about where we want to take exchange4media. The aftereffects of the edit meet will reflect on the various media properties in the coming days.
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