How technology has transformed PR

In every sphere, technology has been a game changer and PR is no exception. Firstly, the whole process of dissemination of information is changing. Emails are still the preferred mode of communication when it comes to press releases and briefs. However, with today being a generation on the go, information such as videos, images and content are also being share via other platforms like Watzapp, chat messages in FaceBook and so on.

Social Media such as Facebook and Twitter are now a closer means of engaging with clients. It also helps PR agencies identify journalists in a particular segment and reach them. It’s easier to stay in touch with them and quickly share information.

Today every brand has an online presence. Managing the online reputation has become a specialist entity by itself. Social platforms like FaceBook, Twitter, Pinterest and blogs have to project the right image and maintain the consistency of brand positioning. A diversion from the overall brand approach can be catastrophic as the brand would then either get diluted or lose its brand equity. One the positive side, getting this right can mean generating a great deal of publicity and even going viral with posts.

Technology offers many creative new ways to create brand awareness, brand launches and press briefings for instance can use virtual walkthroughs, 3D kiosks, experiential promotions and so much more. After all, normal is boring

Today, technology is making brands a part of people’s lives. The onus on PR is to harness this the right way by planning a strong strategy and implementing it.


Advertising versus Public Relations

– By S. Sridevikripa

Though Advertising is one form of Public Relations exercise, today, advertising is seen as an independent and vibrant discipline as most corporate houses give a great deal of attention to advertising. The instant visual impact it creates, outreach across different strata of the society beyond language, age and literacy barriers, and the inherent brand recall pull are some of the attributes that distinguish advertisement from other forms of publicity.

That is why almost all the top corporate houses allot 70% of their annual business promotion budget towards advertising and the remaining 30% for Public Relations.

Though a costly affair, businesses are ready to invest millions in advertising. The news story cited below will be an enlightening material to know the extent to which companies are ready to spend for advertising to reap fortunes in the business.

But it is to be understood well that not every organisation can spend such a huge amount, especially the start ups and small and medium-scales. As mentioned earlier, Public Relations is a low cost, potent marketing tool distinguishably with the power to reach the target group with more information on products/services that will help boost company’s corporate presence and in a sustainable way.

Even in the case above and in the case of big corporates, advertising alone will not give the desired results as people can know more about what the company is into, developments and details of its offerings only through the PR, which will earn the company a good mileage and credibility.

The information that the media considers as newsworthy for publicity

– By S. Sridevikripa

The key to media publicity is the newsworthiness of organization and its activities. There is no business that does not have any newsworthy information. Things that might seem ordinary to a firm may interest certain sections of the media as being important and newsworthy. The events that will immediately grab the interest of the media are:

  1. Opening a new business
  2. Launch of a new product
  3. Information regarding new tools, machinery or technology
  4. Future plans of an organization
  5. Information pertaining to tie-ups with foreign firms or with regard to signing up of agreements
  6. Information regarding big-league business orders worth more than a crore from within the country or from abroad
  7. Information with regard to a firm’s expansion or diversification
  8. Information with regard to receiving or presenting awards
  9. Information regarding things that are done for the first time in the state or in the country
  10. Information on appointment of franchisees, traders or dealers
  11. Information relating to the problems in the industry
  12. Information on the functions relating to commerce and business
  13. Information about a trade fair or a fashion parade

Be it the organisation looking for publicity or media itself, the ultimate aim of both these set ups is to reach out the public / target group with the information that interests them and that they are eager to know about. Information as said above will create an impression about the organisation and help it have a branding edge.

– By S. Sridevikripa

Functions of a PR agencyIndividuals and organizations wishing to build their image need a public relations agency’s help as it implements its expertise to enhance clients’ reputations through the media. PR professionals have the ability to analyze the organization, identify newsworthy developments, and can translate them into substance for publicity. The functions of a public relations agency include some or all of the following:

    • Identifying newsworthy information
    • Formulating suitable PR strategy and chalking out target-oriented media plan
    • Preparing and disseminating media releases
    • Arranging and fixing the schedule for press meet
    • Designing invites for the media
    • Arranging for photographers and videographers, if necessary
    • Sending reminders for ensuring good media turnout at the press meet
    • Preparing clients on expected questions and effectively fielding them during press meets
    • Providing valuable inputs of the company to the media at the press meet
    • Following up with the media for news coverage
    • Tracking and mailing the published news clippings to the clients
    • Creating and conducting special events for public outreach and media relations
    • Writing pitch notes about individual/firm and sending them to media
    • Responding promptly and efficiently in times of crisis situations

Such analytical evaluation of the information and transformation into a communiqué that is of interest to the media and easily understandable by the target audience will aid right projection.



Want to be a successful PR specialist?

By S. Sridevikripa

How to be a successful PR specialist

As we all know, the proverb `Practice makes perfect’ holds good for Public relations too. PR agencies have to constantly ‘exercise’ basic PR skills in order to be successful. The basic PR skills a PR specialist needs are excellent writing and verbal communication abilities. Over and above, a PR specialist also must know to work under pressure and be able to answer a variety of questions including unexpected ones.

In many cases, this requires a great deal of flexibility in terms of both working style and schedule, especially in times of crisis situations. For example, when a negative news about the client gets into public or when media pose unpleasant questions, PR specialist is expected to respond promptly and efficiently in order to help the client retain their good reputation. To cope with such demands agencies need to ensure they have a top strategic PR person handling the account.

Sometimes, new challenges may demand for a change in the approach to reach our goal. Changing when things change and acting accordingly will only help in achieving our targets.

What is PR?

By S. Sridevikripa

What is PR?


Public relations is a low cost, potent marketing tool for individuals, groups, organizations, corporates or anybody who have the need to communicate their presence, profile, projects, products and services  to the public, especially the target audience, to benefit from each other.

Suitable to the specific need, expected outreach and timeframe, any appropriate strategies such as campaigns through ads & write-ups, meetings with target audience, the use of newsletters/direct mailers/paper inserts, event management, organizing road shows/seminars, social media, internet can be used periodically for maintaining a positive image and creating a strong relationship with the audience.

The basic requirement for an individual / organization, deciding to indulge in a media-related PR exercise is good (media-worthy) news. Depending upon its newsworthiness and validity, news about them can be featured in any publication/media. To reiterate the previous point, the basic necessity for media coverage is just interesting and valid news! We can achieve optimal publicity only if there is such news that the media can cover.

The vehicle to achieve one’s publicity goal is seeking the service of PR consultancy. PR consultants by establishing and maintaining relationships with target audience, the media and other opinion leaders will help in the publicity and image building

Success in PR domain requires a deep understanding of the business interests, concerns and publicity requirements specific to the particular client / assignment. The public relations professional must know how to effectively address those concerns and achieve the desired results through publicity.


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