PR industry goes all out to help the needy in these testing times

From distributing health kits to police personnel to supplying meals to the needy and stranded, PR leaders share COVID-19 initiatives taken by their firms

e4m by exchange4media Staff
Updated: May 27, 2020 3:48 PM

Crisis creates champions – and COVID-19 has done just that.

Corporate houses and businesses across the spectrum have come out to help the destitute and others in despair.   

The Public Relations industry, too, has done its best to help the needy tide over these tricky times.

According to Sanjeev Anand, COO, Perfect Relations, “As the pandemic timeline extends, so does the expanse of people who require support. While many reach out to the destitute, a key group that requires support, but often goes unnoticed, are those who are the #FrontlineWarriors. The police personnel are (like others) not just putting themselves but also their families’ health at risk too. Their exposure to unruly crowds makes their jobs even more risky.”

Perfect Relations

Anand shared some details on initiatives taken up by the firm. Perfect Relations has tied up with Yuva Unstoppable (an NGO with focus on the youth and cleanliness) to provide ‘Thank you’ kits to the police personnel. The kits contained health and hygiene essentials for them and their families.

“Along with the help of clients, we distributed 50,000 ‘Thank you’ kits across Gujarat, Karnataka, Haryana, Tamil Nadu, Delhi and Maharashtra in the past few weeks,” he said.

For Vineet Handa, CEO, Kaizzen, these are times for the more fortunate to come forward. “I personally believe in adopting philanthropy as a way of life and not just in times of crisis. But yes, in situations like COVID-19 pandemic, it is necessary for people who are more fortunate than others to do their bit of good as it’s these little acts of kindness that overwhelms the world.”


“At Kaizzen, we did a small gesture by supporting 20,000 meals for the most vulnerable groups impacted by the pandemic - daily wage workers, construction workers, contract labourers and street vendors. This was done in partnership with RAHI (Rise Against Hunger India), an NGO that is working towards hunger eradication and is currently working with an increased focus on providing meals to Covid-19 impacted communities.”

“Furthermore, we are also encouraging our clients to come forward and support the people in need. We are helping NGOs as well to create sufficient resources by helping them in creating the right environment and reaching out to the donors,” Handa added.

PR Professionals is too striving to help those in need. The organisation has emerged as the champion of the poor and needy, and is facilitating food and ration for around 500 migrant labours stranded in and around Gurugram, and has come to the aid of hundreds of others across the nation in states like Bihar, Tamil Nadu, and Uttarakhand. PR Professionals are providing for the daily needs of these underprivileged workers.

PR Professionals

Sarvesh Tiwari, Managing Director, PR Professionals says, “Times like these test the character of nations and organizations. We must help everyone we can. COVID-19 or for that matter any crisis like this can be thwarted only with the help of collective action. Today, we should not rely only on the government, for the society has helped us become what we are and it is time to repay. PR Professionals has been using social media channels to reach out to people in the region and across the country.

PR Professionals has also made efforts to help the needy not only across the country but also Indians stranded in foreign countries as well. The organization has played a pivotal role in raising the voice of hundreds of Indians stranded in Japan through media advocacy and has ensured that their plight is brought to the attention of the government.

Communications agency Avian WE has extended its support to the COVID Action Collaborative , a platform dedicated to combining capabilities and resources to respond effectively to the COVID-19 outbreak. Avian WE is supporting the collaborative with media advocacy, establishing partnerships and dissemination of information among stakeholders, including the central and state government.

“The need of the hour is to come together and show solidarity. Individuals and organisations from all sections of the society must work together to address the public health crisis,” said Nitin Mantri, Group CEO, Avian WE.

“Avian WE is humbled to join hands with over 150 strong individuals and organisations, with a reach of over 2 million people in 11 states and 100 districts to do our part in the COVID-19 pandemic. We are confident that through this collaborative we will make a positive impact in our community.” 

Anup Sharma, Senior Director - Public Relations Consultant Association of India (PRCAI) said, "The media fraternity is playing a key role in bringing the information from ground, which is not only keeping the citizens updated but also helping the policy makers and law enforcers with vital data and real on-ground situation. Many field journalists, reporters, photographers, cameraperson and technicians who have been at the forefront are also getting exposed to the Covid-19 virus and, in many cases, this is due to lack of personal protective equipment (PPE)."

The Public Relations Consultants Association of India (PRCAI) has started a #SupportEachOther initiative.  “As part of the initiative we have collected funds from our PRCAI member firms to procure few elements for the PPE kit – masks, hand sanitizers and soap," Sharma said.

At National Media Center, New Delhi

These kits have been being distributed amongst field journalists, photographers, cameraperson through various media association and network in Delhi and Mumbai.

In Delhi, PRCAI has distributed the safety kits at Delhi Journalist Association, Indian Newspaper Society, Press Club of India and National Media Center.

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