June 2010
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PR - moving forward on credibility

The first ever India PR & Corporate Communication Summit, held in the National Capital on May 21, 2010, brought together industry stalwarts to brainstorm on various issues pertaining to the PR industry today. An initiative of the exchange4media Group, the Summit was held in association with Adfactors Public Relations.

Delivering the welcome address by Anurag Batra, Chairman and Editor-in-chief, exchange4media Group, highlighted the necessity of such type of events to promote the PR and Corporate Communication industry.

PR and Credibility

This was followed by a thought-provoking address by Chief Guest Dr Sanjaya Baru, Editor, Business Standard and former Press Advisor to the Prime Minister of India. Dr Baru, in his address, highlighted a very sensitive issue in the PR industry – credibility. He stressed, “Credibility is the foundation on which the entire PR industry works.” Quoting from the Mahabharata, he suggested that even if one was telling the half truth, one had to say it convincingly enough and one should never forget to keep an exit door open in the process.

The Agenda

The Summit was peppered with keynote addresses delivered by Rajiv Desai, Chairman & CEO, Comma Consulting, and Ashwani Singla, CEO, Genesis Burson-Marsteller in the morning sessions, and Thomas Crampton, Asia-Pacific Director, 360 Digital Influence, Ogilvy Public Relations Worldwide, and Abhijit Sakar, Head - Corporate Communications, Sahara India Parivar, in the afternoon sessions.

The first session of the day was on ‘Reputation Management – The future is digital’, moderated by N Madhavan, Associate Editor, Hindustan Times. This was followed by another interesting session on ‘Controversy – the best form of publicity?’. The session was moderated by Anshul Chaturvedi, Editor, Delhi Times.

Post-lunch saw three sessions on a variety of engaging themes such as ‘Growth Driver for PR Industry – Measuring PR effectiveness’, ‘Media agencies – Shortcut for PR?’, and ‘Suave Marketing = Smart PR’. The sessions were moderated by the likes of Ujjwal K Chowdhury, Executive Director, ISB&M School of Communication; Satyajit Sen, Chief Executive Officer, ZenithOptimedia; and Shruti Verma Singh, an independent consultant.

What they said…

Industry veterans felt that the time had come when the PR industry got its due and came out of being seen merely as ‘press relations’. There was enough sophistication and maturity in the industry today to make PR an inseparable part of one’s communication and marketing plans.

The first ever India PR & Corporate Communication Summit threw up several issues that will be mulled over in times to come and further developed on.


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