Professional public relations in India: Need outstrips supply

Newsom, Doug; Carrell, Bob

doi:10.1016/0363-8111(94)90058-2

Cited by 7 publications

(3 citation statements)

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“…Non-metros readers contribute 64% of the total print media revenue. As per the FICCI EY report 2019, the Hindi newspaper accounted for 37% of the total ad volumes, 25% from English publications, and the remaining 62% from regional language publications [28].…”

Section: Regional Public Relations: Opportunities 1) Penetration Of T...mentioning

confidence: 99%

Regional Public Relations after COVID-19: A new frontier of growth in India’s Public Relations landscape

Bhargava¹,

Arakkal²

2022

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India - a land of vast cultural & linguistic diversity, where ‘word of mouth’ plays a crucial role in building brands. Public Relations have strongly emerged as an indispensable function for protecting and enhancing reputation. With 70% population of the nation living within the rural or semi-urban geographies, and nearly 34% of the same, annually migrating to urban cities in search of a better livelihood and employment, the role of regional Public Relations becomes more intrinsic to “Integrated Communications and Marketing strategies” for brands. The research paper attempts to understand the following: a) Evolution of consumer consumption and engagement through the lens of regional Public Relations in India b) Introduction of the concept of G-LO-RI: Global – Local-Regional c) Challenges faced by professionals/ agencies The research aims to emphasize the need and importance of regional Public Relations. With the help of in-depth interviews and secondary data, the research will deduce the opportunities and scope to grow in this unorganized and untapped regional territories pan India. The research paper has considered variables - demographic factors, purchasing power, access and dissemination of information and news, effects of social channels and influencers, regional content consumption patterns, and urbanization. The qualitative study of these factors aims to share an outlook and future of regional Public Relations in India. As per existing information available at the time of drafting this research paper, there was no such material or reporting evidence in the context of the role and relevance of regional Public Relations in India. This research paper aims to highlight the current ecosystem, gaps, and key findings and showcase the importance, growth, and challenges of regional Public Relations in India. Interpretations/Implications: This study found that the Regional Public Relations industry has grown multi-folds in the past two decades. There have been many contributing factors instrumental towards this growth size, scale, and reach. This study included a mix of national public relations agency professionals and regional Public Relations agency owners/ founders. They shared their journey and explained the concept, growth and evolution, agency revenue model, team size, opportunities, and challenges on the whole. The level of growth is varied region-wise, while Western, Northern, and Southern regions are hot spots of growth of regional Public Relations business, Eastern and North-East region remain a potential growth market. It was also observed that the affiliate model or the associate model of business is prevalent in the industry. The upcoming trends and practices were also discussed with the participants. The agencies have relied heavily on traditional media for a long time, but there is a gradual shift towards creating more digital content, which is data-driven. In due course of the study, it was evident that industry spending differed from one region to another. FMCG, followed by Automobile and Telecom, were the front runners in spends on regional Public Relations, Government and Education sectors have also caught up. The variation is observed due to the general demand and supply rule and socio-cultural factors, including language, customs, lifestyles & values, playing a crucial role.

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Section: Regional Public Relations: Opportunities 1) Penetration Of T...mentioning

confidence: 99%

Regional Public Relations after COVID-19: A new frontier of growth in India’s Public Relations landscape

Bhargava¹,

Arakkal²

2022

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“…PR in India dates back to ancient times when kings used rock tablets to issue proclamations (Kaul, 1988). In the colonial British period, centralized government PR emerged (Newsom & Carrell, 1994) along with communication activism by leaders of India’s freedom struggle (Desai, 1999). Public-sector PR followed after independence in 1947 when the country embraced socialistic democracy focusing on public affairs and national development.…”

Section: Background: Brief History Of Indian Public Relationsmentioning

confidence: 99%

“…While there is a growing body of PR scholarship on India, few studies have explored leadership. Past research has examined PR in MNCs (e.g., Bardhan & Patwardhan, 2004; Berg & Holtbrügge, 2001; Patwardhan & Bardhan, 2006) and issues of corporate social responsibility (CSR) (e.g., Chaudhari & Wang, 2007; Dhanesh, 2012; Gupta, 2007; Kocchar, 2014; Newsom & Carrell, 1994; Sagar & Singla, 2004). Research has also revealed a localized personal influence model (Bardhan, 2003; Sriramesh, 1991, 2000).…”

Section: Leadership Theorymentioning

confidence: 99%

Navigating the Leadership Challenge Inside Indian Public Relations

Patwardhan

2015

Journal of Creative Communications

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This study examines public relations (PR) leadership in India, offering empirical insights on perceptions of leadership among Indian practitioners, important PR leadership dimensions, salience of leadership abilities and development of future PR leaders in India. To provide breadth and depth to the investigation, data was collected through an industry survey and interviews with PR leaders. Results suggest that Indian practitioners recognize global principles and practices of effective PR leadership but also embrace Indian values. Specific leadership roles such as nurturer, seer and mentor along with practices such as ‘the personal touch’ were highlighted. Leaders stressed importance of ethics, an ‘ideal’ quality of excellence embedded in Indian leadership theory’s simple living-high thinking concept. Personal influence is seen as part of leadership practice creating strong personal rather than contractual relationships. Collaboration rather than competition in leadership style reveals focus on collectivistic problem solving accomplished through teamwork and use of networks. Human resource issues and training are identified as dominant issues for PR in India and there are limited formalized structures for entry level or leadership training in the Indian PR industry. Leadership education is currently managed through personal mentoring by current leaders who adopt ‘nurturer’ roles central to Indian models of leadership management.

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Worlds apart or a part of the world? Public relations issues and challenges in India

Patwardhan

Bardhan

2014

Public Relations Review

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Professional public relations in India: Need outstrips supply

Cited by 7 publications

References 0 publications

Regional Public Relations after COVID-19: A new frontier of growth in India’s Public Relations landscape

Regional Public Relations after COVID-19: A new frontier of growth in India’s Public Relations landscape

Navigating the Leadership Challenge Inside Indian Public Relations

Worlds apart or a part of the world? Public relations issues and challenges in India

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