The Hindu Business Line : `PR agencies must align with client's vision'

THE Indian public relations industry needs to align itself with clients' vision and business goals, and not just focus on initiative-based PR objectives, according to experts speaking at the PRCAI's (Public Relations Consultant's Association of India) India Summit 2004 held this week in Mumbai.

Some speakers said that for PR agencies to play a more significant role in the overall communications mix, all agencies must have a better understanding of the clients' business objectives.

Clients too - national and multinationals alike - in their effort to extract maximum bang for the buck and move towards 360º communications must simultaneously brief their agencies - creative, media and PR - so that all three key elements of communication are aligned towards one common business goal.

At the panel discussion on `Enhancing PR Value within the Communication Mix', Mr Sam Balsara of Madison said that the PR industry was rapidly changing. "PR professionals should increase their understanding of business and do more PR for the PR industry."

He also reiterated that creativity was as essential in PR campaigns as it is in advertising and as a counter to complaints of non-IIM level remuneration stated that, as in consumer goods viz. Cadbury at Rs 5, the onus is on the seller (PR agency) to set the price.

Mr Sunil Gautam of Hanmer & Partners summed up the value of the industry though a comparison with the medical profession, stating that other forms of communication were a quickfix, akin to allopathy, but did not offer long-term positive health for a company or brand that PR can provide, just like homeopathy.

Interestingly, both homeopathy and PR were traced to be inexpensive, non-abrasive, building up the immunity and resultant in positive long-term benefits.

The PRCAI, a group of seven leading public relations firms, represents the over Rs 100-crore industry, which employs about 8,000 professionals today.

It is affiliated to the International Communications Consultancies Organisation (ICCO), the umbrella body for all country public relations consultancy organisations.