Typically, when you go for some new business pitch one of the expectations laid out by the client is that they want a thought leadership position soon. I hope people realise that it takes time to build a thought leader. Several hours of hard work, mentoring and grooming needs to be done for one to attain the status of the thought leader. Read more “Thought leaders are not built overnight”
Flame wars. This is how computer scientists in the 1970s described brief negative comments that came to characterize electronic discussion boards. There is no questioning that the internet is one of humankind’s greatest achievements. It would, however, be unwise to assume that all the developments it has brought about are positive. By combining the power of access with the safety of anonymity, it has also fuelled the deterioration of positive debate. Read more “PR must lead the resurgence of constructive debate”
Over the past two decades sports has been getting more exposure across all games. In the good old days, we would only hear about cricket but that is not the case today. We have sports starting from Kabaddi that is getting good prominence today. I am not sure how PR agencies specialise the Sports practice and offer services to their clients. Now the next question will be where is the business for that? Read more “Sports- A huge opportunity for PR”
Establishing a brand culture to think differently is at the top of every brand’s priority list. A brand that thinks differently will lead to innovation, and innovation leads to growth. But, thinking differently is unlike any business activity as there are no templates, rules, regulations, processes or for the matter, even measurement matrices. Innovation is borne out of an ecosystem to think different, think relevant, and think ahead; this leads to inspired choices by the brand’s consumers, partners, and society in favor of the brand. Looking at this from another perspective, inspiration fosters innovation, and an inspired environment will lead to radical brand practices, in turn leading to a to a stronger relationship amongst the brand and its community.
Brands are always in the race to inspire consumers. They try and inspire their consumers through innovative practices, initiatives, and ideas. The innovation triggers to this may differ from brand to brand, but in majority, most brand look up to contextual triggers to inspire them to innovate. But what if we include the consumer in this inspirational trigger set? What if we move the consumer from an entity to be inspired to an entity to take inspiration from?
There is huge difference of impact of moving the consumer into the set of innovation triggers. An innovation borne purely from contextual triggers will only create awareness and a possible ‘Wow!’ value to enroll the audience, but one inspired from contextual factors plus the consumer will not only enroll, but also engage the consumer and evoke an emotional connection. This will truly lead to a brand that is remembered, cherished, and looked upon by its community.
There is a constant tug of war between inspiration and innovation, and there is no distinct formula to which one comes first. It is a way of life your brand should have. Both of the aspects need to be integrated into the way your brand is and the way your brand projects itself. Both need to be tightly integrated into the brand’s vision, core, culture, and attitude. If these are integrated, the right aspect will lead naturally. The trick is to create an ecosystem where you will not have to ask the question of which aspect should come first. It just happens.
– Minal D’Rozario
Easily the most experienced person, means that her innate organizational and strategic expertise has resulted in the strong foundation of Ideosphere. The ability to identify behavioral insights and relate their effects through communication is a skill set embodies. She believes unlearning is a true way to thriving in the field of communication.
She can be reached on Twitter at @minalroz
There is a talent crisis looming large in several fields and Public Relations in India is certainly one of them. I write about it often and certainly more than once a year. Unlike other professions, Public Relations is something you can excel in or fail miserably. Mediocrity gets seen early and those who survive are those who knew that they were cut out for a job in the field. Well, getting youngsters with aptitude is one thing but ensuring they have the right attitude to be retained for the mid to long term is another. Read more “The talent crisis is looming large”
The first thing that I read about PR convinced me that this is I want to do. It had so much intelligence and story that I was wowed by it. I am talking about the case study of Torches of Freedom. If someone hasn’t read it yet then I will ask them to stop reading this blog first and to go and read the case-study.
For the moment I am not getting into the ethics of the case-study and whether its objectives were justified or not (can be another blog). What is fascinating about the case-study is the amount of psychological understanding that went into it. Edward Bernays really went deep into the target group’s psyche and identified symbols and actions that will motivate them to make a major life decision.
As a build up to my career and in the beginning of my career this is what I loved about PR. I imagined it and thought about it as a medium to change perceptions and habits. This was power to me.
However, things changed quickly in the real world as my seniors and clients started piling me up with things like press conferences, interviews, dossiers, press releases and the dreaded F word in PR – Follow-ups. I though that as I continue my growth there will be opportunities for using psychology but barring a few opportunities, it didn’t really go to that level.
There has to be a study of the stakeholders’ motivation, learning, perception, attitude and beliefs to really create campaigns that generate outcomes and behavioral changes. We can’t just reply on perception audits. That just shows one side of the story.
As I became an entrepreneur and started consulting clients more directly, we got an opportunity to delve deeper into client’s business and customers and what drove their preferences, which helped in creating some really relevant strategies. I remember a presentation where the client decided to award the contract to us even though we hadn’t even completed presenting. This showed the power of a good strategy, which is driven by psychology of TG.
Now with more than 17 years of experience in the PR industry working in other agencies as well as running my own company, my observation is that by and large the industry has forgotten its origins. Transactional PR is in vogue and the larger picture is something that a very few can see.
I will request my peers in the industry, my friends and colleagues to stop looking at PR from a micro view and unleash the real power. While PR has been known as Public Relations and sometimes Personal Relations but I would like to recommend Psychological Relations.
– Anand Mahesh Talari
Anand Mahesh Talari is the Co-founder of Mavcomm group, with interests across PR Consulting and digital media. In his experience of over 17 years, he spent five years working with India’s top PR agencies before turning entrepreneur by establishing Mavcomm Consulting, a boutique PR Consulting firm and Mavcomm group’s flagship company.
Public relations will by and large help you try to and shape opinion with your audience and key stakeholders from time to time. It’s a long-drawn process and the process of building a good reputation for a brand will take time. One should have a strong self-belief in PR when you use this communication tool. Some of the best technology brands have only used PR to build their brand. Read more “Some basic principles on PR”
Brand Communication is an art that needs careful assessment of multiple variables. Of the variables involved, the most important one is the buyer of the product. All the other factors revolve around the buyer. Hence, it is critical to thoroughly know & understand him/her. Read more “Persona Marketing & Communications – Be a solver not a seller”
The world has become competitive, it is not just about competing to get the consumer’s share of attention and wallet, but the competition is also about getting the best talent to join you and help you to get and remain ahead of competition by creating incredible value for the customers. Thus investing in employees and nurturing them to become impeccable leaders is extremely important and must be a part of your people strategy. Read more “Employees can be great leaders”
In the last two decades Public Relations as a career choice has come a long way. While some of the things Public Relations focuses on in the west (mainly USA and UK) are different from that in India most aspects are similar. The difference lies in the application of technology and the impetus on digital. Read more “How Public Relations is evolving as a career option”