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About the book ......................... 3What is Public Relations? ......................... 4Different stages as a PR professional ............. 5Key Things to remember ........................ 13Areas of expertise ........................ 14Different verticals in the industry ........................ 15

Table of Contents

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This book is a step by step guide to stages of growth in the PR industry and insights to do well and grow in each stage, if you decide to take on this career.

About Book?

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Public Relations (PR) is a way companies or individuals communicate with the public and the media effectively. Maintaining a positive image, creating a strong brand presence and building a positive relationship with the audience is key!

Working in this field, you need to deliver comprehensive communications solutions that leverage many tried and tested ways to directly interact with important stakeholders AND effectively communicate key messages to the target audience.

“PR is a mix of journalism, psychology,

and lawyering – it’s an ever-changing and

always interesting landscape”{ }

-Ronn Torossian

Public Relation?What is

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• Media Expert

• Client engagement

• Key client relationship

• Client Leads

• Client Directors

• Regional Practice/Vertical leads

• National Practice/Vertical leads

• CEO/MD

PR Professional?Differnt stages as a

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As an associate, you will hit the ground running in this fast-paced environment. Your focus at this early stage of your career should be building strong relationships with journalists and editors. The media relations you make, build and maintain will carry you in this industry as your career progresses.

To make a great impression internally, you will need a good command of the English language and excellent knowledge of digital marketing and communications. With more and more companies looking to their PR agency for online PR and social media strategy, even new PR professionals can position themselves as digital ninjas!

Remember that corporate social media strategy is very different to personal use, so keep up to date with case studies and PR blogs from around the world.

Media expert

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With your media relationships now in place, the next step up the career ladder is a client engagement role. You will spent more time on industry research and campaign documentation for your clients. Your industry and media knowledge should be strong enough for you to handle client meetings with little or no supervision.

This is the time for you to shine! With the eyes of both the client and your own management on you, take every opportunity to stand out as a professional. Own your client’s campaigns and make your boss redundant!

EngagementClient

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Your hard work as a team player has paid off and you have now been given your own team to manage. While management brings its own set of headaches, it also brings leverage - your team can achieve vastly more than you can alone.

As them team manager, not only are you the first point of contact for your current clients, but your agency will also involve you in the pitching process for new business.

To succeed in your new role, you need lots of patience and great people management skills!

RelationshipKey client

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Client leads or Partners are responsible for a larger portfolio of clients and focus their energy on strategy and issues preparedness for the clients. You will develop the managers who report to you, helping them with their team leadership skills.

By the time you reach this level, you have your own way and style going and mostly have a handle on all things! Clients look to you for guidance and inputs on strategy and journalists look to you for help when they are on deadlines, quick help or responses.

Client Leads

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Welcome to the big wigs! As a Client Director or a Managing Partner you have all of the other stages under you and you are responsible for a specific vertical/practice.

A lot of client relationship building/maintaining meetings. You are now also in the middle of all crisis and issues that might crop up. Being in the system for so long and climbing the ladder, you must remember that the journalists who you know and have made friends with also grow to be editors. Which is why media relations is so important.

You are also responsible for bringing in new business.

DirectorsClient

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One needs a considerable amount of experience in your specialised domain to become a National Practice Lead. By now, you must have in-depth knowledge and experience leading large and multi-layered campaigns for high profile clients. Managing niche campaigns in your vertical, having expertise in corporate and product messaging and outreach, employee communications, financial communications, crisis management and all industry related issues.

You will have your hands full with firefighting, and you will be on your toes with all issues and crisis events!

Other than overseeing and managing high level relationships with clients, at this level, you also create and conduct a lot of messaging, media training and crisis communication workshops for clients.

You are now in the league of the big wigs! You are looked at by everyone in the company for council on any matter. You are the Yoda of your domain!

Practice LeadsNational

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You are the Yoda or Shifu of PR! Not just of one domain but the industry overall! You are well connected and respected amongst your industry and others! By now, if you have made your way here, you are in the league of Prema Sagar who started the PR industry in this country 21 years ago!

CEO/MD

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Build, nurture and enhance the reputation of clients through strategic communications

Create well crafted messaging and in-depth understanding of priorities in context to the environments in which the company/client will operate in and the target audiences that need to be reached.

Be positive and have a good sense of right and wrong! That is sure to take you a long way

RememberKey things to

OnlineReputation

Management

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Communication tools are rapidly changing in today’s dynamic environment, requiring an integrated communications approach to successful run campaigns and reach the target audience.

Specific tools used:

• Press Releases

• Profiling - Company and CEO/MD

• Messaging workshops

• Issues and Crisis workshops

ExpertiseAreas of

Media

BrandReputation

Management

Communications(Internal & External)

CorporateReputation

Management

Issues&

Crisis

OnlineReputation

Management

IndustryNews/Views

SocialMedia

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Different verticals in

PR Industry• Brand Marketing/Consumer

• Corporate and Finance

• Telecom and Technology

• Health and Wellness

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Brand Marketing/Consumer

You will fit right in if you are a passionate about media relations, storytelling, strategy, content creation, social media and more. An evidence based approach, using research and consumer and industry insight, is used to develop business-to-consumer and business-to-business programs. Here they develop smart creative ideas for the clients, that impact short term behaviour, while building long term brand preference and loyalty.

Campaigns for clients in this domain are usually engaging and enterprising, creative and drive conversation, inspired to make a difference and focused on the end result for the client.

Some big and exciting brands fall under this category, including, adidas, Procter & Gamble, INVISTA, National Geographic Channel, Pepsi, among others.

IndustryDifferent verticals in the

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Corporate and Finance

If you are a corporate communications specialist, you serve as trusted advisors to leading multinational corporations, public and private companies, financial and professional service firms, investment management first, private equity funds, and high-profile business and public figures.

Expert counsel and support is given on a wide range of complex communication challenges like, corporate repositioning, reputation management, thought leadership development, crisis communication and more.

Some names of companies that can be clients in this category are, Franklin Templeton, GE, Genpact, Accenture and more.

IndustryDifferent verticals in the

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Telecom and TechnologyIf you are a communications professional who works with technology clients, you will work across a spectrum of communication challenges and issues; Including everything from product launches, brand repositioning and extensions, to entry into new geographic markets. Communication happens with customers, investors, partners, employees and regulators around the world.

Storytelling is critical for technology companies to communicate a compelling vision of how their products will change and improve the world. Creating a story that moves an audience requires a deep understanding of a company as well as a strong, intuitive sense of the audience. Once the story is developed, you will deploy every communication channel to tell the story; digital media, social media, traditional media and live events, in order to reach the audiences.

IndustryDifferent verticals in the

Health and Wellness

The healthcare environment is growing and evolving both globally and in India. The increase in scientific discoveries and the more active consumer participation in healthcare decision-making have made result driven communications a necessity for healthcare organisations everywhere.

As a PR expert, you will help your clients to navigate the complex medical, political, social and economic landscape. From introducing first-in-class medical devices and drug therapies to defining the issues that help change the delivery of services you will provide support for global PR campaigns at the cutting edge of science and medicine.

Your team will likely include physicians, public health experts, advocacy group representatives, registered dieticians, cultural experts and former journalists.

An evidence-Based approach to communications is very important, providing a methodology to test and measure messaging and content, third-party influence and the optimal use of multi-media channels to yield highest share of voice among target audiences.

IndustryDifferent verticals in the

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