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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

Women in leadership

1:1 with Rashmi Vasisht, as she outlines how to reset PR, understand value gaps, battle Coronavirus and be ready for paradigm shifts

Creative, Resilient and Authentic - these three adjectives resonate with the persona of the woman leader featured in today’s edition of Women Achievers. Rashmi Vasisht is a celebrated name in the PR and Corporate Communication industry. She is a progressive leader with over two decades of experience in leading corporate communications, media relations, digital marketing and public affairs across industries and geographies. Recognized for her strategic planning with key focus on driving brand value and positive narratives, Vasisht has worked cross-functionally in complex global conglomerates and delivered in challenging scenarios.

Transparency, compassion and business rationale

Companies need to display their ‘human’ side when announcing layoffs or furloughs of employees, the outcomes can be devastating when not done right

Layoffs have always been the worst thing to happen to working professionals at any given point. Especially in times of a lockdown during a pandemic like Covid19, it can be catastrophic for the affected and their families. Communication professionals’ step in to defend the brand in such times from any negative visibility, alongside they also need to work with the company to help manage these situations with compassion and empathy for the laid-off employees. The layoff of furloughs should be essentially announced only by the head of the company or a CEO. Communication coming from HR or their PR departments may give the impression that the CEO doesn’t care for the employee.

BME PR Pros demarcate racial justice at workplace

With BlackLivesMatter movement erupted in the US, and its impact felt globally, Elizabeth Bananuka has founded BME PR Pros, UK’s culturally diverse campaign group, which outlines the best practices for the PR and communications industry. The practices embodied in what is known as the group’s Blueprint, revolve around Black Asian Minority & Ethnic (BAME) diversity in the sector spanning 23 areas, including recruitment, culture, work, nurturing talent, commitment, disclosure, and reporting

The UK PR industry needs an estimated 5,000 additional BAME practitioners if it is to be representative of the public that it serves. The Blueprint sets out a practical pathway to tackling the issue. BME PR Pros has published a framework for organisations to improve BAME diversity and recognise best practice. It is much needed. There is an estimated shortfall of 4,750 BAME practitioners in the UK according to data cross referenced from the CIPR, ONS and PRCA. It’s a situation that is getting worse rather than better. The Blueprint sets out action and commitments in 23 areas across recruitment, nurturing talent, commitment, culture, work, disclosure, and reporting. It rewards best practice with the Blueprint mark so others can recognise workplaces that are making a difference.

IPREX eyes Asia expansion with a new partner

IPREX, a SG$420 million network of communication agencies, with 1,600 staff and 110 offices worldwide is keen to make its presence felt in Asia. Following, Xavier Prabhu, recent’s appointment as APAC Regional President the network has swiftly partnered with a Singapore-based independent integrated communications agency, PR Werkz4

Singapore’s independent integrated communications agency Asia PR Werkz has stepped up its global presence by joining international communications network IPREX as its sole representative in Southeast Asia. Marketing has reached out for additional comments and clarity on the partnership. IPREX is a US$420 million network of communication agencies, with 1,600 staff and 110 offices worldwide working across the spectrum of industry sectors and practice disciplines. Asia PR Werkz will represent the SEA region including markets Singapore, Thailand, Indonesia, The Philippines, Vietnam and Malaysia.

Celebrity PR Management: Separating Fact from Fiction

Experts reveal what makes the journey challenging and exciting at the same time

Celebrity PR management has always been treated with utmost importance, thanks to the crucial role of the job that comes with the extra responsibility to keep the persona of their client intact along with promotion and promising constant visibility in the public eye. Media attention comes complimentary with the celebrity which is an added load to the job of PR managers. So, let us take a look at the glittery affair from the perspective of the PR managers. According to Parul Parmar, Independent Entertainment PR Professional, “Celebrity PR management is congruent to Brand Strategy and management.

FCB India makes country proud with 2 PR victories

The agency won accolades for its innovative PR campaigns designed for Mumbai Traffic Police & Times of India

By getting immense love nationally and Internationally, for the campaigns the Punishing Signal for Mumbai Traffic Police and Times Out& Proud for the Times Of India, FCB India is the most awarded agency at the two most prestigious award shows- D&AD Awards and One Show 2020! At D&AD Awards 2020, the Punishing Signal won 2 Yellow, 2 Graphite and 1 Wood pencil. The Yellow Pencil was awarded in the Media category under the Use of Press & Outdoor sub - category and the other in Experiential category in the Public Environments sub - category. The Graphite Pencil was awarded in the PR category under the Low Budget Campaigns sub – category and another Graphite for ‘Impact’ in the Initiative/Not for Profits sub – category. The Wood Pencil was awarded in the PR category under the / Use of Events & Stunts sub – category.

PR pros beware! 99% Indians loyal only to purposeful brands

For most Indians purposeful brand messaging includes the way companies treat their employees and communities alike

The Zeno Group has released a global study which analyses the business value of brands having a well understood 'purpose'. Among the 8,000 global respondents, 1,000 were from India. Other markets the respondents were from included Canada, China, France, Malaysia, Singapore, United Kingdom and United States. As part of the study, consumers rated their perceived strength of purpose of more than 75 brands. Zeno then performed an analysis to understand the relationship between consumers’ perceptions of a brand’s purpose and their attitudes and intended behavior toward them. For Indian consumers it is extremely important (99 per cent) that the brands they engage with have a clear and strong brand purpose. The global average was 94 per cent.

Honeywell and HTS India get Pooja Thakran to lead Communications

As Senior Director – Communications, Pooja will be aligned with the Communications Leadership Council, of both Honeywell and HTS India

Honeywell announces the appointment of Pooja Thakran as Senior Director, Communications, in a combined role supporting both Honeywell India and Honeywell Technology Solutions (HTS). Pooja to report to Mike Bennett, Vice President, Communications and matrix report to Akshay Bellare, President, Honeywell India, and Sam Pratap, President, HTS and will be based in Bengaluru, India.

Pooja will have broad responsibilities for driving innovative Communications strategies and programs in support of both organizations’ objectives. Pooja will serve on the Communications Leadership Council.