Amith Prabhu: It’s time to give ace communicators their due

01 Jul,2013

By Amith Prabhu


I got a lot of interesting feedback on my blog of last week regarding the Cannes PR Lions including a thought that I had been toying with. A thought that is as simple as – should PR firms even bother about being part of one category in what is largely an advertising festival. The point is you can love it or hate it but one cannot ignore it. What we need to do is participate in our own national and regional awards and we have a handful of them. PR firms need to set aside budgets for submitting entries and sending employees to these events. For those who are unaware, the exchange4media group and The Holmes Report run two separate awards for work done on campaigns for brands and organizations.


That being said the individual in the profession also longs for recognition and reward. To give this long felt need a fillip we now have The ABC Award which will launch this year to honour two young professionals – consultancy based and in-house. Another award you may think. But the award is unique in so many ways.  First, it is the only award of its kind for the profession in India where the winner takes home cash and access to mentorship from the best in the business. Secondly, the judging is based on a self-application that requires endorsement of the branch head or departmental head and a reference check of shortlisted candidates from individuals the nominee has worked with, who maybe a client or media professional. Thirdly, a peer dipstick is undertaken to select the winner that puts the focus on integrity and value system the person stands for. Lastly, the cash prize for young professionals is sponsored by practitioners who are passionate about Public Relations. An award for the young corporate communicator is being sponsored by ICG – the Indian Communicators Group.


In the business of reputation management, having a great personal reputation is paramount. This award hopes to celebrate people with high reputation in what they best do – consult on credibility and influence. In the near future these awards will be extended to three more age categories across both sides of in-house and consultancy based.  Mid-level professionals, senior professionals and to veterans who will be inducted into a Hall of Fame. Besides this, a scholarship for postgraduate students of Public Relations was introduced last year.


Now the question is remains if whether individuals will apply or just sit back, relax and enjoy and choose to be bystanders!


Amith Prabhu is the founder of The PRomise Foundation which organises PRAXIS – the annual summit for PR & Corp Comm professionals in India. During the day he is a full time employee at a leading Public Relations firm in their Chicago office. He spent the first eight years of his post graduation career in India and is in the US for two years of which he has completed 18 months. Views expressed here are the author’s own and don’t represent those of his past, present, future employer or of MxMIndia. You can connect with him on Twitter @amithpr


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