Amith Prabhu: A book to remember because the PRactice of PR in India has so few

22 Dec,2014

By Amith Prabhu


Fellow public reputation management practitioner Vikram Kharvi has self-published his first book which is commendable. If I ran a reputation management school, I would prescribe it as a text book. The book is indeed a labour of love for the profession that the author displays by the loads.


The book is a collection of twenty essays and each one ends with an interesting quote by a prominent author or thinker. Aptly titled PRactice what you PReach, the book is a peek into the intriguing world of public relations by a young professional who has worked both in-house and in a consultancy.


It is a great read for professionals of all ages, from the student to the CEO of a PR firm, from an intern at a corporate communications department to the one heading it. There is something for everyone. The inaugural chapter on comparing our profession to the various facets of Lord Ganesha is very innovative.


The book acts as a ready reckoner of tips and tricks for the profession. I like the fact that Vikram refers to PR companies as consultancies and not as agencies, which they are not. I also like the focus on PR as a practice rather than a mere profession. A practice makes it both an art and a science.


The book shows that PR professionals can be creative if they apply their mind to being so. The 20 chapters are in an easy to ride format of seven to eight pages each on an average. I read the book in one go two consecutive flights and would recommend this to every professional as a must read.


The book could have done with some more focus on editing to make it crisper but as a debut it is worthy of praise nevertheless.  Hats off to Vikram on this effort. May there be more books authored by you.


The 160-page book is priced at Rs 300 and is available online at a discount. I wish more professionals attempt to write a book. After having compiled my columns into one earlier this year I don’t think it is a hard task. Go write yours!


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