HYPERtext linking technology and communications

To truly understand public relations in India, one needs to look at the evolution of the PR profession in the country. PR in India has its origins in the public sector, large Indian business houses and government departments where the Public Relations Officer (PRO) or Liaison Officer acted as the veritable “fixer” who arranged travel, boarding of executives, took care of hospitality and handled media relations. It was only with the post-liberalization entry of multinational corporations (MNC) that public relations came to be viewed as an important ingredient in the marketer’s campaign strategy.

With the arrival of international businesses came global PR players, who opened local operations to further serve their clients. This dichotomy explains the varying levels of appreciation and understanding of PR within the market, though the globalization of Indian industry and the exposure to global markets and trends are quickly closing the gap. An indicator of the industry’s move towards sophistication and maturity is the formation of the Public Relations Consultants Association of India, a trade association to encourage and promote the progression of PR in India. 

What you need to know

• Media relations remains an Indian PR practitioner’s most potent device. The success of a PR campaign hinges on the strength of individual practitioners’ relationships with the media. That said, there are some tactics that will enhance a campaign’s probability for success in the Indian market. 
• India-specific messaging: all communication should have an Indian context or relevance to the local market. Global product launches, alliances, mergers and senior appointments should articulate the bearing on the Indian market.
• Region-specific messaging: India is a varied market with metro-specific strengths, and international corporations should take regional appropriateness of news into account. The tier one regions are Delhi, the political capital known for its concentration of enterprises; Mumbai, the financial capital; Chennai, which has strengths in the automotive sector; and Bangalore, renown for its IT strengths.
• Communicating commitment to India: target audiences are keen to know how important India is to a multinational corporation’s global vision. Strong messages with proof points like investment figures, top management hires, etc. resonate well with the business community.
• Leveraging industry bodies and partners: this is an effective way of positioning and getting the message across to various audiences. Bodies like NASSCOM (National Association of Software and Services Companies), CII (Confederation of Indian Industry) and ISA (The Instrumentation, Systems and Automation Society) are powerful industry entities that have considerable clout and influence.
• Treating media like a business audience: while this is true of most markets, it is very essential in India. Investing time, providing information and meeting key journalists regularly help forge strong contacts.

The Indian market is poised for strong growth over the next decade, and as such, the profession will continue to mature and become more sophisticated.