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India’s Best Institutes of Public Relations

In the last couple of years we’ve gotten a chance to take a close look at several institutes of public relations in Mumbai, NCR and Bangalore – where (post graduate) PR education is provided or from where PR consultancies recruit. After studying various factors such as curricula, career prospects, affordability, location, industry connect, infrastructure, alumni network, we’ve shortlisted these five:

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Gateway to better leadership – Adding Strategic Communications studies to MBA & non-traditional programmes

In April 2018 got an opportunity to be a part of The Bridge Conference, organised by the Institute for PR, Washington DC. IPR Bridge aimed to bring together the academia and the profession of public relations and strategic communications. I found this particularly fascinating for two reasons.

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Three Days at Manifest Retreat

Two weeks ago, I was in the picturesque land of Goa. I know what you are thinking. No, it wasn’t the peppy, full of parties outing that one wants to have at least once in their lives. I attended Manifest Reputation Management Retreat where I learnt the skills of enhancing the reputation of the client’s firm.

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What PR Education Today Needs

Public Relations education today is in dire need of academicians who understand the craft of communications. In India, there are few institutes that offer Public Relations as an elective or a specialisation. However, only the School of Communications & Reputation (SCoRe) is dedicated to training aspiring professionals in this field which is both, an art and a science.

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What Indian Public Relations Firms look for in freshers

Public Relations firms have great expectations from freshers who are starting out in the profession. They look for a variety of attributes in the youngsters they hire. Here is a list of a dozen qualities one looks for. The more characteristics on display the better it is.

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Truth, Intelligence and Profit are the core of Public Relations

At the tenth World Public Relations Forum – probably the most diverse and reputed Public Relations gathering in the world the theme is: Value! Communication’s impact in a digital and ever-changing world. And delegates will explore these changes from three main perspectives: truth, profit and intelligence. These are simple yet powerful terms that fully comprise public relations.

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Emotional Branding

Consumer industries have started relying a lot on emotional branding off late, which indicates that it is most probably accelerating revenue profitability. Emotional metric is being adopted as a growth strategy to translate the emotional connection factor to drive customer value. Brands are building an emotional connection across the customer experience to develop more valuable customer relationships. Tapping into specific emotions can motivate your customers to buy, remain loyal and grow share-of-wallet with you.

Let me take you through few ads, which I felt, banked a lot on emotional connect.

  1. Ariel India — #ShareTheLoad

Ariel’s #ShareTheLoad questions, “are we passing on gender roles that haven’t evolved with the times?’ Maybe it’s time to ‪#ShareTheLoad”. Okay so here is the deal. The ad appeals to the women, who are the decision makers when it comes to grocery. Ariel’s #ShareTheLoad appeals its target audience directly. It talks to an audience that is changing with time and is progressive in a society that takes them for granted. So, Ariel here is banking on the sympathy as well as giving a fitting reply to Surf Excel’s – “Daag Acche Hai”—Dirt is good campaign, its close competitor.

https://www.youtube.com/watch?v=OD0tlRRzS9M

  1. Swach Bharat Abhiyan — #DontLetHerGo

Simplicity as its best – describes this ad campaign. We all have learnt – Cleanliness is next to godliness. The ad targets the most sensitive thing in India – Fear of God – Religion. It wakes up the conscience of people and hits the target. How can you let go of your Devi? And who could have been a better ambassador than the legend himself.

https://youtu.be/jezSduqsRjs

  1. Nike — Da Da Ding

To summarise this ad in few words – Women empowerment done right

The ad campaign went viral, with the release coinciding with Rio Olympics with such a theme. This one was indeed a masterstroke by Nike – staying true to its logo, doing it right. The ad struck the right chord with an absolutely vocal and receptive audience online. This was also a breather from the stereotyping and regressive fairness cream ad, Nike celebrates the raw spirit of women, encouraging them to take up sports. The best part was their brand ambassador sharing equal screen space with other faces. This definitely appealed to their target audience but Nike’s masterstroke was taking the ad a step ahead by creating a mashup, which featured the women who are not Nike users, but are the barefoot superwomen.

https://youtu.be/kLAFprFXk7M?list=RDkLAFprFXk7M

https://youtu.be/nucDGfBcK-k

  1. Google Maps — #LookBeforeYouLeave

Okay! So the first question I had was – what’s the need for Google to advertise, that too for google maps? That’s like my chai! But then I realised Google ads are more about consumer education than advertising. It’s just a soft reminder from Google that it is always with you.

Google Maps have become integral to people’s lives. It has made people more independent. It is the reason why the top valued companies in the world like Ola and Uber are able to function smoothly. There is no doubt that Google Maps is a stellar product and there is dire need of more education around it.

https://youtu.be/qLzMpYMd6IM

https://youtu.be/s_Yu9nxswVM

  1. Coca Cola – Small world machines

Coca Cola banks a lot on experimental marketing managing to pull it off most of the times. One such case was the “Small World Machines” campaign which was planned and executed in India and Pakistan simultaneously. A vending machine was placed in two well-known malls in Delhi and Lahore. Each vending machine featured a webcam and a large touch screen monitor.

Shoppers could grant each other free coca cola – but only if both parties participated in a series of simple activities like making hand gestures, dancing identical steps and so on. This campaign got an awesome response and even won a couple of awards in the best campaign category. As consumers involved in the campaign were happy, you could say that the “Open Happiness” campaign fared extremely well! The biggest challenge in executing this was logistics. As two agencies were involved to give this campaign shape, it was even more challenging. Coke gave out 10,000 cans of soda during the campaign, as a part of the brand’s larger mission to associate its product with happiness. Coca Cola has not yet revealed the outcome of this campaign, on whether it has boosted sales in both the countries.

The winning stroke in this ad for me was that unlike other ads there was no glorifying of Indians who most of the time come to the rescue of their most celebrated enemy.

https://youtu.be/ts_4vOUDImE

Gone are the days when we were fixated on brand awareness, recall, share of voice. All marketing campaigns need to aim at changing consumer behavior, induce action, change buying pattern in the long or short term. A good ad, at times stems from simply knowing the best features of your product from a consumer’s lens. A brand needs to look beyond functional benefits after a point to influence its TG.

Sources:

http://www.fotobubbles.com/2015/07/29/top-10-best-ad-campaigns-that-won-millions-of-hearts/

https://hooklineandclincher.in/10-best-marketing-campaigns-of-2016-india-950ab9705b45?gi=3054d9f03f34

https://chiefexecutive.net/how-an-emotional-connection-with-customers-is-helping-companies-win-the-battle-for-organic-growth/

This article originally appeared on the author’s blog site.

-Julia Joseph

Julia is a part of Class of 2018 of the Post Graduate Programme in Public Relations at SCoRe. She is a Master’s Degree in English Literature, and has worked with The Promise Foundation of PR prior to joining SCoRe. She can be reached at @TheJuliaJoseph on Twitter and as here on LinkedIn.

 

Work hard to leave your imprint

How does it feel when someone forgets your name? Or rather when someone calls out a wrong name for you? Or even worse, someone pretends to remember you but can’t recall your name? Well maybe disgusting, annoying or insulting? But do you know that these feelings shouldn’t be coming to your mind. Rather you should think that why didn’t your presence leave an unforgettable mark in their minds. Like why didn’t you do something that extraordinary and unforgettable?

So, like I mentioned in my second last blog, I recently completed my two months of internship at a reputed Public Relations firm. And thanks to my jovial nature I ended up making some great friends. I mean, I can seek their help in future and they won’t turn me down. I know I will not be avoided by them. Question here is, what difference does this make? Why is it so important to leave good imprint on someone’s mind? Why is important to be acceptable and loved?

Answer is simple. So that you get your work done easily. Or rather to put it in a more professional way, to get importance. I’ll share my internship experiences here to make my point valid. So, during these two months, I used to abide by deadlines, do my research well, ask questions till I got clarity. I used to stay back till 8.30pm and work even when the office hours got over at 6pm. I used to help others with their work load when I didn’t have much on my plate. There were days when I had to scan papers and look for coverage for a particular client. During those times, I not only looked for my client’ coverage, I also looked for my colleague’s client’s coverage. And the moment I found any, I used to take a picture and WhatsApp it to my colleague. The response to that WhatsApp was not only a Thank You but a sense of gratitude which I could sense. That was immense for me.

I remember one of my colleague who told me that she appreciated my constant questioning till I got clarity. I recall my manager who praised my extra effort and dedication to make work (coverage) happen. I remember her appreciating my 60 mails a day to numerous journalists, when I thought that she will be irritated with so many mails (I used to mark her in CC).

For me, the net result was, being loved and appreciated to the point when the India Practice Chair asks you to join back. Also, I would love to share her note here but then that would give away the name of my Public Relations firm and for some personal reasons, I want to keep it under wrap. I know that I have left my mark there and they will always remember me, no matter what.

So, next time if someone can’t recall your name, don’t let those dreadful thoughts cross your mind. Rather ask yourself, these three simple questions.

This blog originally appeared on the author’s blog site.

-Riya Sarkar

Riya is a student of the Class of 2018 of the Post Graduate Programme in Public Relations at SCoRe. She has completed her Masters in English Literature from St. Xavier’s College, Kolkata. She can be reached at Riya Sarkar on LinkedIn and @sarkarriya_92 on Twitter.