Shyam Grover, Business Head, Positive Communications
PR plays an enormous role in politics. With the right positioning at the right time, even before the election dates were announced, BJP had a head start with the ‘India Shining’ Campaign. In fact, I was just watching a television spoof on the “feel good” factor – it has become an ordinary phrase today.
by
Published: Mar 15, 2004 12:00 AM | 5 min read
Follow Us
PR plays an enormous role in politics. With the right positioning at the right time, even before the election dates were announced, BJP had a head start with the ‘India Shining’ Campaign. In fact, I was just watching a television spoof on the “feel good” factor – it has become an ordinary phrase today.Famed among its clients as a ‘Boutique PR Agency’, Positive Communications believes in expanding the reach across the nook and corner of the country and meet the deadlines. The group is soon to upload an exclusive software, which would take care of everything – from generating a database to electronic press releases and e-mailing. Positive Communications is on a second thought about adopting franchisees as smaller agencies wouldn’t be 100 pert cent accountable.
In this session, Shyam Grover, Business Head, Positive Communications speaks to Jasmeen Dugal about the role of public relations in the run-up to the elections, PR as a quick-fix tool and how the 'means to the end' is equally important as the end. Q. Let’s begin with the USP of Positive Communications We are a mid-size firm, commonly called a “Boutique PR Agency” by our clients, and distinguish ourselves on our national reach and the ability to deliver on time, strongly believing that the best PR people are those who have had experience and exposure to multiple industries.
We’ve been working very hard on expanding our reach to smaller towns and districts, even as far as Srinagar or Indore, which are nowhere on the PR map. Additionally, the key to all our campaigns is – extensive research. We believe that the more knowledge we have on our client’s market segment, the better armed we are.
While preparing a campaign, we develop key messages, hold workshops with the client and come to a logical conclusion about what messages are to be delivered, how and when.
I believe PR is about perfecting one’s image and, there are no shortcuts to achieve it. It’s a continuous process, and we’ve developed certain formats to achieve this end. We are working with a software company to develop exclusive software, which would mean that once it is loaded onto our computers, everything from generating a database to electronic press releases and e-mailing would be taken care of.
Q. In the light of the Cadbury, Coke-Pepsi, or the ICICI case in Gujarat, do you think PR is increasingly being viewed as a ‘damage control tool’? Whenever the general public get to know something drastic was going wrong with as big a brand as Coke, Pepsi or Cadbury, the importance of the PR function comes into the limelight. It highlights how the PR machinery can be activated to fight such circumstances.
People are beginning to realise that PR can effectively resolve a situation if both sides of the story are sincerely given to the media and subsequently presented by the media. Detailed presentation of facts can be done through PR, and there lies the key to clear the air.
Q. In the run-up to the elections, what is the role of PR? PR plays an enormous role in politics. With the right positioning at the right time, even before the election dates were announced, BJP had a head start with the ‘India Shining’ Campaign. In fact, I was just watching a television spoof on the “feel good” factor – it has become an ordinary phrase today.
Q. Tell us about some of your new clients and the projects you’re handling for them. We’ve recently handled a lot of press communiqué for Maruti Udyog – the Zen, Grand Vitara, and before that, the Wagon R. We’ve also been appointed by IMG to handle press co-ordination for the forthcoming Royal Challenge Golf Tournament.
Q. How and when did you get into this profession? I’ve been into marketing research and advertising for many years, although Positive Communications was set up only in 1997.
Q. Over the years, from ’97 till today, have you seen any noticeable changes in the PR industry? The scope of PR is far more than just media relations, although in a young industry like ours, there are a plethora of agencies providing a range of services – from the most basic to the most advanced.
On the whole, the PR business is doing well. Today, PR is a prime necessity for all – from political parties to individuals, banks, International clients, etc. Following the September 11 disaster some of the PR agencies were shut down. This was the first shakeout of its kind for the industry. One more shakeout of its kind might happen in a year or two. In the long term, only serious players are going to do bright business.
In terms of changes, the question is: ‘Is it public relations or press relations?’ In the emerging external environment, businesses are increasingly obliged to manage and sustain communications with several sensitive constituencies other than merely media. At present, we dedicate 80% of our time to media relations – other constituents that take up our time vary from client to client.
Q. What are your views on franchising? Should a PR agency encourage franchisees? We have been debating on this for a while now. But now we’re on a second thought about the issue. PR is a knowledge-driven industry. And, with franchisees, we’re working with smaller PR agencies, and there’s no 100 per cent accountability.
In this session, Shyam Grover, Business Head, Positive Communications speaks to Jasmeen Dugal about the role of public relations in the run-up to the elections, PR as a quick-fix tool and how the 'means to the end' is equally important as the end. Q. Let’s begin with the USP of Positive Communications We are a mid-size firm, commonly called a “Boutique PR Agency” by our clients, and distinguish ourselves on our national reach and the ability to deliver on time, strongly believing that the best PR people are those who have had experience and exposure to multiple industries.
We’ve been working very hard on expanding our reach to smaller towns and districts, even as far as Srinagar or Indore, which are nowhere on the PR map. Additionally, the key to all our campaigns is – extensive research. We believe that the more knowledge we have on our client’s market segment, the better armed we are.
While preparing a campaign, we develop key messages, hold workshops with the client and come to a logical conclusion about what messages are to be delivered, how and when.
I believe PR is about perfecting one’s image and, there are no shortcuts to achieve it. It’s a continuous process, and we’ve developed certain formats to achieve this end. We are working with a software company to develop exclusive software, which would mean that once it is loaded onto our computers, everything from generating a database to electronic press releases and e-mailing would be taken care of.
Q. In the light of the Cadbury, Coke-Pepsi, or the ICICI case in Gujarat, do you think PR is increasingly being viewed as a ‘damage control tool’? Whenever the general public get to know something drastic was going wrong with as big a brand as Coke, Pepsi or Cadbury, the importance of the PR function comes into the limelight. It highlights how the PR machinery can be activated to fight such circumstances.
People are beginning to realise that PR can effectively resolve a situation if both sides of the story are sincerely given to the media and subsequently presented by the media. Detailed presentation of facts can be done through PR, and there lies the key to clear the air.
Q. In the run-up to the elections, what is the role of PR? PR plays an enormous role in politics. With the right positioning at the right time, even before the election dates were announced, BJP had a head start with the ‘India Shining’ Campaign. In fact, I was just watching a television spoof on the “feel good” factor – it has become an ordinary phrase today.
Q. Tell us about some of your new clients and the projects you’re handling for them. We’ve recently handled a lot of press communiqué for Maruti Udyog – the Zen, Grand Vitara, and before that, the Wagon R. We’ve also been appointed by IMG to handle press co-ordination for the forthcoming Royal Challenge Golf Tournament.
Q. How and when did you get into this profession? I’ve been into marketing research and advertising for many years, although Positive Communications was set up only in 1997.
Q. Over the years, from ’97 till today, have you seen any noticeable changes in the PR industry? The scope of PR is far more than just media relations, although in a young industry like ours, there are a plethora of agencies providing a range of services – from the most basic to the most advanced.
On the whole, the PR business is doing well. Today, PR is a prime necessity for all – from political parties to individuals, banks, International clients, etc. Following the September 11 disaster some of the PR agencies were shut down. This was the first shakeout of its kind for the industry. One more shakeout of its kind might happen in a year or two. In the long term, only serious players are going to do bright business.
In terms of changes, the question is: ‘Is it public relations or press relations?’ In the emerging external environment, businesses are increasingly obliged to manage and sustain communications with several sensitive constituencies other than merely media. At present, we dedicate 80% of our time to media relations – other constituents that take up our time vary from client to client.
Q. What are your views on franchising? Should a PR agency encourage franchisees? We have been debating on this for a while now. But now we’re on a second thought about the issue. PR is a knowledge-driven industry. And, with franchisees, we’re working with smaller PR agencies, and there’s no 100 per cent accountability.
Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
For more updates, be socially connected with us onInstagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp
Tags
pr-watch