Jaideep Shergill | A PR award at Goafest: About time!

21 Feb,2014

Jaideep Shergill

By Jaideep Shergill

 

My first reaction on hearing that Goafest has introduced a public relations (PR) Abby was that it was an overdue, but welcome development. PR has never been mentioned in the same breath as advertising despite rising evidence from around the globe that unidirectional communication is in decline. Meaningful engagement on multiple platforms is the way ahead, and it’s the PR industry that has been providing it.

 

The Abby is a logical step in the evolution of Goafest. The event needs to go from being advertising-dominated to a well-rounded event that represents every discipline of marketing communications. This will raise not just the interest in it but, more importantly, its credibility.

 

The fact is the Indian PR industry needs such a high-profile platform. While we have regional and global PR awards, we don’t have any comparable ones in India. Goafest is India’s biggest communications event and the PR industry needs to make a mark there.

 

I have one fear, though. In similar events elsewhere, we have seen ad agencies entering for the PR awards – and winning. Strange as it may sound, it’s rare for a PR award to go to a PR agency!

 

If that happens at Goafest, too, then the purpose of the awards would be defeated and the PR industry would have, in fact, suffered a setback. Of course, the onus is squarely on PR agencies to make sure this doesn’t happen. We need to deliver strategic value and then aggressively market our successes.

 

As with every step forward, it’s up to us.

 

Jaideep Shergill is CEO, India, MSLGroup

 

Post a Comment 

2 responses to “Jaideep Shergill | A PR award at Goafest: About time!”

  1. Rumani says:

    PR is a tool. If you have strong idea and which is PR able … then there is no reason that the award should be given. Invariably PR agencies in India only think coverage and how many pieces. Quality and creativity has always taken a back seat. Where as when we look at the Lifebuoy roti idea, the idea got the PR mileage . The credit here will go for the idea with out any hesitation.

  2. Rumani says:

    PR is a tool. If you have strong idea and which is PR able … then there is no reason that the award should be given. Invariably PR agencies in India only think coverage and how many pieces. Quality and creativity has always taken a back seat. Where as when we look at the Lifebuoy roti idea, the idea got the PR mileage . The credit here will go for the idea with out any hesitation.