In the first post of this two-part series, we saw how the function of public relations is used to perform two key roles for any public entity – marketing and advocacy. The role of marketing comes into fore whenever PR is directed at an entity’s customers. Also, recall that from a marketing perspective, customers include…
It is astounding to observe how public relations; when seen as an organizational function; continues to search for its identity with marketing as a frame of reference. Inside many client organizations, the PR or communications teams often seek to understand whether they are supposed to contribute to the marketing goals, or the organizational goals at…
A large number of advertising or communications campaigns fail to achieve the desired results. Many of us are familiar with how a typical scenario plays out. After two quarters have elapsed in running a promising new campaign, it is realized that the sales did not grow as expected. The market share stayed constant or worse,…
The sweeping and ongoing changes in the way people gather, process and internalize information have escaped only a few. The emergence of diverse demographic groups in a country like India is equally astounding. The average urban individual, once determined and armed with an Internet-connected device, can find and decode within hours almost everything she wishes…