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PR SHORTS.

For quick snapshots on the leading stories and superstars across the global PR industry.

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PR Shorts

PLAYING FAIR is a good thing!

Regional PR agencies upbeat about future despite business loss

Despite posting significant losses worth Rs. 10 crores, the regional PR agencies continue being optimistic and promise to emerge stronger

The plummeting corporate budget allocation on public relation industry has been a cause of chaos since the commencement of the lockdown. With the national PR agencies bearing the brunt, regional PR agencies have also started to feel the heat. Sources reveal that the overall loss in the regional PR space till the lockdown lasts could be pegged at Rs 10 crores. With large players losing Rs 30 lakh - Rs 35 lakh a month while medium and small players losing around Rs 8 lakh to 10 lakh. There are about five agencies in first range while around 15 in the later range.

Why investment on PR is 'reward-worthy'

GeoXchange's Editor-in-Chief Neha Bajaj spills the beans on why PR spends have the best RoI than any other marketing investment

The COVID-19 pandemic is unlike any other hardship that the world has seen in decades. With 60% of the global population in lockdown, unstable markets and restricted travel; brands globally have been altering their marketing strategies to fit the current narrative and stay relevant. A common question that arises today while deliberating on the way forward is to choose the correct marketing strategy. The Indian audience is now acquainted with various publicity tactics and has developed responses to each of them. Therefore, sensitive times like these require entrepreneurs and business heads to evaluate routes that enhance brand visibility while being non-intrusive and empathetic towards the need of the consumer.

Carbon & Flexport explain "Positive strategic PR" in COVID-19

Carbon's Dara Treseder and Flexport's Raman Deol highlight what PR can do to build employee engagement during this crisis

Leaders from Carbon and Flexport — two companies that have stepped up in response to the Covid-19 crisis — joined PRovoke Media and the Bulleit Group to talk about the role PR and marketing have played in building trust during this crisis.In this discussion, Carbon CMO Dara Treseder and Flexport's Raman Deol join the Bulleit Group's Kyle Arteaga to talk about authenticity, building trust, leadership, employee engagement and more. The conversation was moderated by Aarti Shah.

PRCA's Global Ethics Council will regulate morality in PR

The Ethics Watchdog, formed to closely monitor and raise the global morality standards governing the PR & Communications industry will also include Nitin Mantri

The Public Relations and Communications Association (PRCA), world’s largest professional PR body has announced the launch of its Global Ethics Council (PRCA GEC), to uphold and elevate ethical standards in the public relations and communications industry. Its inaugural Chairman is David Gallagher, International President of Omnicom, former Chairman of the PRCA, and former President of ICCO. The PRCA GEC is composed of a small number of the world’s most respected practitioners, alongside two external expert members.

The proper communication strategy for the recovery phase

Communications department or act as an advisor to companies, welcome to next big challenge

For most of us, the initial onslaught of crisis planning in reaction to COVID-19 came in March. It started out with a wave of positioning and holding statements, Q&As, internal communiques on safety and health concern, lists of steps companies are taking for remote work and to ensure their employees’ safety, advisories on the steps to take to prepare you and your family from getting sick, and updates on the status of companies’ operations. Social media monitoring channels were activated 24/7, landing pages were built, and marketing strategies (and goals) were reset.Companies and state and local entities are now turning their attention to “reentry” issues such as how, when and, in some cases, “if.”

Vineet Handa with NDTV India's anchor Sharik Khan

In a candid session with Sharik Khan - Anchor, NDTV India, Vineet Handa - CEO, Kaizzen tries understanding what went right and wrong in Indian media coverage of the COVID-19 pandemic

In the words of Sharik, "though the Indian Media started well in its pan-India coverage of the pandemic, but soon lost track of the main issue", which somewhere got lost amidst the religious controversy ensuing the Nizamuddin Markaz which hosted a large religious congregration of Tablighi Jamaatis in the month of March 2020. The congregation, and the sudden spike in cases reported thereafter, served as a big scoop for the media, which was quick to lap-up the issue and morph it into a national controversy. So much so, that it continues running on all leading national news channels, barring a few. Even though, some channels later on apologised for this biased reporting, using words like "judgemental error", etc., but the damage was already done. Not only had one particular community been targeted for the rapid spread of the disease, which was given a religious identity, but the plight of lakhs of migrant labourers, forced to travel on foot, to their hometowns located hundreds and thousands of kilometres went unreported.

The cost of PR for a startup and micro business

Maintenance of public relations is one of those common needs that all retailers share, whether they operate over the internet or not

In fact, even if the business is comparatively small, they cannot ignore the importance PR holds. We will try and shed some light on that statement with a few brief points next.When it comes to maintaining relationships with the public, there’s no grey area here. Either your target audience will see you in a good light, or they will see you in a bad light and when the marketing is really poor, they won’t see you at all, because your brand will be in the dark! Of course, this never applies to 100% of the relevant crowd, but the majority will always choose to keep it simple.This affects or benefits each and every retailer out there, irrespective of their online/offline status, or size. If you believe that your retail business is too small to be affected positively or negatively by public opinion.