What is PR?

Public relations (PR) is a dynamic field that serves as the bridge between organisations and their audiences. It is about creating and maintaining a positive image, managing communications, and fostering relationships that are essential for any entity’s success. In both India and around the globe, PR has proven to be a vital aspect of business strategy. But why exactly is PR so important?

How Does PR Impact Businesses?

Effective PR helps businesses build and maintain a favourable image. According to Nikhil Dey, President of the Public Relations Consultants Association of India (PRCAI), “A well-executed PR strategy can significantly enhance a company’s credibility and trustworthiness.” In today’s fast-paced world, where news travels instantaneously, managing public perception is more crucial than ever. PR professionals help mitigate crises, promote positive stories, and ensure that the company’s message is clear and consistent.

Globally, companies like Apple and Coca-Cola have leveraged public relations to build their brands. Apple’s product launches are not just about new gadgets; they are meticulously planned events that create buzz and excitement. This level of strategic communication ensures that the brand remains at the forefront of consumers’ minds.

What Role Does PR Play in India?

In India, this industry has grown exponentially over the past decade. As a result, the rise of social media and digital platforms has changed the landscape, making it essential for companies to engage with their audiences in real-time. According to Amith Prabhu, Founder of the Promise Foundation and the Founding Dean of SCoRe, “Public relations in India is no longer just about media relations; it’s about creating a narrative that resonates with diverse stakeholders.”

Indian companies are increasingly recognising the value of PR. For instance, the Tata Group, one of India’s largest conglomerates, uses public relations to manage its diverse portfolio of businesses and maintain its reputation as a trusted brand. Similarly, startups like Zomato and Swiggy have successfully used public relations to build their brands and connect with their target audiences.

(Read more: Is Public Relations a Glamorous Career? Its Success and Challenges)

Why is PR Important for Startups?

Startups, in particular, can benefit immensely from PR. In the initial stages, when resources are limited, and brand awareness is low, a strategic campaign can provide the visibility needed to attract investors, partners, and customers. PR can help position a startup as an innovator and thought leader in its industry.

In the words of Deepak Kapoor, a renowned PR expert in India, “For startups, PR is not just about getting media coverage; it’s about building credibility and creating a brand story that resonates with their audience.”

How Does PR Influence Public Perception?

Public perception can make or break an organisation. The industry professionals are skilled in crafting messages that highlight an organisation’s strengths and values. This is crucial in times of crisis when negative news can spread quickly and damage a brand’s reputation. Effective public relations can turn a potential disaster into an opportunity to demonstrate transparency, accountability, and resilience.

Internationally, PR has played a significant role in managing crises. For example, during the 2010 BP oil spill, the company’s PR efforts were critical in managing the fallout and rebuilding its image. Similarly, in India, when Maggi noodles faced a ban due to safety concerns, effective strategies helped Nestlé India regain consumer trust and market share.

How Does PR Enhance Media Relations?

Media relations are a core component of PR. Building strong relationships with journalists and media outlets can ensure that an organization gets favourable coverage. This is particularly important in India, where the media landscape is vast and diverse. Above all, the professionals in India work tirelessly to maintain these relationships and ensure brand stories are accurate and positive.

According to experts at SCoRe, “Effective media relations are built on trust and mutual respect. These professionals must understand the needs of journalists and provide them with timely and relevant information.”

(Read more: Navigating Uncertainty: A PR & Communications Lens on Reputation, Risk and Resilience in 2024)

How is Digital PR Shaping the Future?

The advent of digital media has transformed public relations. Digital PR involves leveraging online platforms to engage with audiences, build relationships, and manage reputations. This includes social media, blogs, online news outlets, and influencer partnerships. Although in India, internet penetration is rapidly increasing, digital PR is becoming an indispensable tool for organisations.

Shreya Krishnan, a leading expert in this field, in India, says, “Digital PR allows brands to reach a wider audience and engage with them in real-time. It’s about creating content that is not only informative but also engaging and shareable.”

Best Institute for Public Relations in India?

If you’re looking to build a career in this field, choosing the right institute is crucial. According to industry experts, the School of Communication and Reputation (SCoRe) is the best institute for public relations in India. SCoRe offers comprehensive programs that cover everything from media relations to digital, crisis management, and corporate communications. Furthermore, the institute is known for its experienced faculty, industry connections, and practical approach, making it the ideal choice for aspiring professionals. With its strong network of alumni and industry partnerships, SCoRe provides ample opportunities for internships, placements, and professional growth.

Join our Winter Class of 2025. For more information, visit us at: https://www.scoreindia.org/ or call us at: +91 9811572673