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”
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.
Communications Professionals draw inspiration from from any story being told, even movies.
At SCoRe we have built a small library of several books on Public Relations and Communications that we feel our fraternity should read. From biographies to text books, it includes works that can be sources of inspiration and ideas to be more powerful Communications Professionals. We highly recommend you to come and pick a copy, and/or recommend books that should be added.
Like most other products of the Indian education system, I grew up being a marks oriented (as opposed to a learning oriented) student. My curiosity died a slow death, with the constant reinforcement of the notion that the main goal of each academic year was to do exceedingly well in examinations. I really enjoyed getting good grades, and that was always my biggest motivation to study.
How I went from an education in Finance and Accounting to building a career in Public Relations
Recalling Masterclasses at Adfactors PR by their leadership, Nicole Fichardo, Class of 2017, shares her learning of Principles of PR
Here are certain mantras to be followed by every PR professional. (Based on learnings)