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Public Relations: Making the most of presumptive credibility

17-March-2011
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Public Relations: Making the most of presumptive credibility

Communicating in the ‘New Normal World’ came under the spotlight at the second exchange4Media India PR and Corporate Communications Conference, which was held in Delhi on March 16, 2011. The Conference featured discussions on a number of topics of relevant to PR professionals and for brands that need to engage with their customers and employees using public relations to maximise the effectiveness of the brand message.

The Conference kicked off with a welcome address by Anurag Batra, Chairman and Editor-in-Chief, exchange4media Group, followed by a keynote address by Michael J Berland, President, Penn Schoen Berland.

Speaking on the occasion, Batra talked about the importance of PR in a changing global scenario, and how the economic meltdown of 2008 had acted as a reset button for the industry, and in a way, revitalised it.

He said, “PR and communication is a very important area for any brand, but there is not enough focus on it. We have entered into a new setting where normal is now being redefined as the new normal. The field is very important for a brand’s growth.”

He also stressed on the importance of an industry-wide consensus on various issues and the need to form a framework to tackle issues, and how conferences like this one were a step in that direction. He further said that exchange4media planned to make the conference an annual one, which would be held every February from next year onwards.

There are three key new elements to the new normal; changing technology is changing the way PR has to work. There is a shift between knowledge and relationships, as earlier PR was about relationships, but today it is about knowledge and the flow of information. Most important for PR is the presumptive credibility of the message, which can be acquired through constant reinforcement of and adherence to a single philosophy.

The rest of the Conference covered a number of related topics, with leading industry figures participating in various panel discussions. Social media and reputation management, finding fortune at the bottom of the pyramid and dealing with angry publics were just some of the issues discussed by leading industry members over the rest of the conference.

The Conference was presented by Adfactors Public Relations. CVB News Service was the co-sponsor. Eikona was the measurement partner, while ISB&M School of Communication was the academic partner. Insights were provided by Penn Schoen Berland.
 

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