Penetration of Public Relation Industry in India

PR Professionals

The Indian PR industry has the opportunity to offer integrated solutions because of an explosion in media.Clients in India will eventually look to their agencies for strategic communications, not simply for media relations. This is already happening. Companies such as Wipro ask their agencies to help them understand how best to communicate their messages and present them in a context that meaningful for clients, analysts, investors and journalists.

Since the Indian PR industry is still nascent, there is an opportunity to offer integrated solutions, especially as the line between public relations, advertising and digital is already starting to blur.

As a result, many agencies have invested in creative and digital arms. Cost-effective communications plans — that span advertising, PR and digital media — make sense to clients too.

With the growing adoption of social media, there is a combination of options available. Social media is catching up fast with traditional media and is becoming part of many companies’ communications approach. PR professionals can create tailored communications strategies and content to reach audiences and monitor the landscape for stakeholder sentiment.

The approach would, of course, vary from client to client depending on their communications. For instance, a fast moving consumer goods company would prefer a combination of advertising and PR, while a technology start-up would use targeted PR for specific audiences.

This is also a significant opportunity to reposition the industry, from a traditional PR deliverer to a strategic communications consultant.

Sarvesh Tiwari (Managing Director)

Mr. Sarvesh Tiwari, Managing Director of PR Professionals, believes that PR will be recognised as a strategic tool for two reasons — “One, the implosion of digital and social media - which is all about two-way engagement, and the PR industry has always operated in that environment. Two, the imperative need for organisations — including government, businesses and NGOs — to be extremely transparent in their communication in order to build and retain trust. Again, that is a space PR has always operated in.”

The Modi wave also act a catalyst in grooming public relation industries in India. Recently Narendra Modi hired a Delhi – Based PR agency which shows the adjustment of Indian PR industry. After becoming the accepted currency for delivering television rating points in India, TAM Media, the joint venture between research majors ACNielsen ORG Marg and IMRB, is now aiming to repeat this performance in tracking news coverage. TAM Media has tied up with the Public Relations Consultants Association of India (PRCAI) to develop a standard PR measurement toolkit for the Indian PR industry.

Cost effectiveness, reliability, and better understanding the nerve of Indian media, have visualized Indian PR firm globally.