MAM

Media depends on PR agencies for quality inputs: MSLGroup report

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/02/04/msl.jpg?itok=t8dha_0K

MUMBAI: We have heard stories about people struggling to make a mark in their chosen fields. Somehow, the number of such stories seems to be reducing. Thanks to the public relation work!

The PR professionals work behind the scenes to bring their clients to the forefront, also making reaching out to concerned people easier and accessible.

The “communication” industry has changed over the years and has become an integral part of today’s business. Be it brands or individuals, everyone needs that additional push to make it all work. But even the wand of the PR fairies would work only when one comes with a fat wallet! Considering the economic slowdown that has impacted almost all the sectors, even the PR sector must have been affected. Let’s see how…

As per the report by MSLGroup on ‘Public Relations in India: The impact of the economic downturn and the 2014 outlook’ highlights the tough time, the paradigm shift and the new possibilities.

With moderate growth and economic situation buffeting the currency, corporations have started working on the mantra: work leaner, battle for every square inch of the market and reduce budgets.

Till two years ago, the Indian PR industry was different from what it is today. It was battling with numerous questions – how to come together to find solutions to the talent crisis? How to ensure fees are commensurate with value delivered? What can be done to underscore the sector’s strategic value and change its image from that of a media manager to brand builder?

To keep a tab on how things have changed and how the industry is being perceived, not only from outside but within itself, the group put a pulse on the finger of the industry by commissioning a national survey of PR professionals. The focus was on the business environment, the challenges a slowdown presents and ways to negotiate it.

Numerous questions were posed to the participants (67) across cities (Delhi, Mumbai, Kolkata, Chennai, Hyderabad, Ahmadabad, Pune and Mumbai). For instance when asked about which part of the marketing ecosystem has been most affected by the downtown, the respondents thought that the PR industry was second after the advertising agencies.

The report also quotes Eureka Forbes Marzin Shroff saying, “While it is true that businesses are facing turbulent times, the first thing most do is significantly reduce their marketing budget. We, however, are against this practice…. There are low-cost and even no-cost ways to market your product in order to keep your business on track even during difficult times. In view of this, our marketing budgets have not been significantly affected.”

The report also talks about the way forward – the industry needs to keep the focus on issues like adapting to new modes of communication, innovative thinking, talent, targeting the right industry, product mix and building relationship with clients.

The main learning from the responses stated in the report are:

1.There is an increase in the media’s dependence on PR consultants for coverage

2.Media is looking increasingly to PR agencies for quality inputs and content

3.Competition between media houses has made it tougher for PR consultants

The report goes on to focus on how there is a rise in the number of cheap smartphones and what it means for communications.

Since consumers are using smartphones to communicate in multiple ways, marketers need to take note of how smartphones are helping consumers in their purchase decisions. Considering that smartphones sales saw a record 167 per cent annual growth, the market was projected to hit $1 billion by the 1013 end as per industry estimates.

Click here for the full report…

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/sumanta-vikas.jpg?itok=Hc8DNKOb
HDFC Ergo hires LinTeractive

MUMBAI: HDFC Ergo General Insurance Company has appointed LinTeractive, the digital agency of MullenLowe Lintas Group, to put together a digital campaign for its two-wheeler motor insurance products. Through this campaign, HDFC Ergo aims to reach out to its consumers and communicate the importance...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/23/Phogat-launches-Godrej.jpg?itok=OiCtOuiL
Phogat launches Godrej Interio healthcare range

MUMBAI: Godrej Interio, India’s leading furniture and interior solutions brand, launched a new health awareness campaign-sleep@10. Launched by Olympian, Geeta Phogat, the campaign was born during the product development stage of their healthcare range. #sleepAt10 is an initiative that aims to...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/tcs%20%281%29.jpg?itok=rFDnrXZe
Japanese Super Formula: TCS named title sponsor of championship team

Tata Consultancy Services, a leading global IT services, consulting and business solutions organization, today announced that it has been named the title sponsor for team Nakajima Racing in the Japanese Super Formula Championship 2017 series.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/ashish%20%281%29.jpg?itok=y3ndaYCZ
DAN, a friend in need

InDeed, Dentsu Aegis Network’s newly launched CSR Advisory, will facilitate corporate investments by companies in Corporate Social Responsibly, through insights & a brand-led approach.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/shergill%20%281%29.jpg?itok=ot1krGRJ
Pitchfork Partners hired by Nyka Events

Nyka Events, a premier event agency based out of Mumbai, has signed on Pitchfork Partners Strategic Consulting LLP to advise them on delivering various change management initiatives the firm is currently exploring to take the organization into the next phase of its growth cycle.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/Yepme.jpg?itok=RspIrgeY
Online fashion brand Yepme expands into Europe

MUMBAI: Yepme announced its plan to expand into Europe. The company has launched uk.yepme.com to service customers across UK. The brand footprint is also being extended beyond its own webstore across Europe through presence in a large online marketplaces in the UK, Germany, Italy, France and Spain.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/ShopClues800.jpg?itok=nCzJyfWZ
Make the most of this bargain, says ShopClues

MUMBAI: ShopClues, one of India’s largest managed marketplace known for its deals and unparalleled price points, is now ready to roll out its ShopClues Surety programme alongside its Super-Bargain Sale.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/Lalit-Malhotra.jpg?itok=bVSP6VG7
Anchor receives CMO design award, Penta to be top brand by '18

MUMBAI: Anchor Electricals (A Panasonic group company) was the proud recipient of Stars of the Industry Group Design Plus Excellence Awards associated with BBC Knowledge and powered by CMO Asia for Product Design Excellence.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/21/Sudhanshu-Vats-800x800.jpg?itok=eglcJLds
Viacom18 cracks down on counterfeit merchandise

MUMBAI: In its bid to counter the growing menace of counterfeit merchandise, Viacom18 Media Pvt. Ltd. had undertaken an investigation that led to a raid in Mumbai’s market Abdul Rehman Street. Viacom18 Media is one of India's fastest growing entertainment networks and a house of iconic brands that...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories