The Anchor: 6 things that ail the PR industry

22 May,2012

By Toral Sanghavi

 

1. Lack of awareness or poor knowledge on what PR can do for a company or a brand, leads to ineffective use of this marketing tool. Clients who have a different perspective of the role leads to a huge void in meeting the PR objective.

 

2. PR is also looked upon as a short-term activity and expectations are far higher vis-a-vis advertising. Here it is to be appreciated that PR is not a quick fix and helps achieve goodwill – which cannot be earned overnight and has to be nurtured and sustained through long-term PR activity for the company or brand.

 

3. There is no true value placed for PR activity and hence it cannot be truly measured by any accounts, which at times, leaves the client wanting for more and dissatisfied inspite of good media reportage.

 

4. Lack of the right talent in this industry. Average time spent in the industry by professionals is not more than 5 years and then the general growth chart of a PR professional is to move to the corporate side of the business. This can leave a void for seasoned PR professionals in the business.

 

5. Public Relations is an unpaid form of communication and hence dependent on an outside agency’s opinion and bias on the topic.  It is totally dependent on an individual’s rapport with the target media and hence media reportage and coverage can get unpredictable.

 

6. The media universe is getting larger, in-depth and niche to a variety of target audience and industry. In such case, PR activities can get challenged and restricted in nature.  Also timeliness can affect coverage.

 

Toral Sanghavi is Director – Clea Public Relations, India

 

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