MUMBAI: Public Relations Consultants Association of India (PRCAI), an industry body established in 2001 to develop standards, ethics, expertise and knowledge in the public relations industry in India, has launched its Western Region Chapter.

An inaugural function held today had MTV communications director Hemant Kenkre as the keynote speaker while Madison public relations chief operating officer Veena Gidwani was the chairperson, says an official release.

Gidwani urged the agencies from the western zone agencies to join the two-year old organisation to further strengthen it and enable it to initiate actions beneficial to the entire industry. Kenkre spoke about the importance of the public relations professionals.

Gidwani claimed that the organisation could be pivotal in bringing professionalism to the PR industry in Mumbai and get it recognised as a vital management function with industry, government and media.

Meanwhile, citing the case study of Bollywood movie Lagaan that made it to the Oscar nominations, Kenkre emphasised the power that public relation firm have that can lend credibility to company, a product, a brand or a person.

According to the release, Kenkre said that public relations firms, besides creating an image for their clients, need to manage a crisis cost effectively. Only these agencies can stand out amongst their contemporaries, Kenkre added.

PRCAI is affiliated to the International Communications Consultants Organization (ICCO) founded by Prema Sagar. Currently acting as the founder president, Sagar gave an overview of the progress made by the association over the last year in achieving its objectives and role in the industry during her speech.

Sagar added that the organisation will be organising a public relation summit called 'The CEOs Responsibility of Building Trust and Credibility' in Delhi on 10 April 2003.