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4/6/2013 Charles Raj

Handbook of P.R. Essentials

Authors Note:
This book is not intended to serve as an educational text. Through this miniature guide, I have sought to address certain queries and FAQs that might come to a prospective clients mind regarding Public Relations. While most general information in this handbook has been compiled from various credible sources, certain ideas, opinions and judgements expressed in this text, are merely the result of the authors understanding of the field. Further research is advised before implementing the practices described in this text. For a student or researcher who might have stumbled upon this miniature text while searching for more extensive and reliable sources (as I myself have in the past) I recommend the following books for an in-depth understanding of Public Relations Thank You for Smoking by Christopher Buckley (Or watch the Jason Reitman movie of the same title if youre too lazy)

How to Win Friends and Influence People by Dale Carnegie: This book has been called the Public Relations bible Having sold over 15 million copies since 1st being published in 1937. Carnegie himself states in the book success is due 15 percent to professional knowledge and 85 percent to "the ability to express ideas, to assume leadership, and to arouse enthusiasm among people." Game change: Obama and the Clintons, McCain and Palin, and the race of a lifetime by John Heilemann. A book that focuses on the hotly contested 2008 U.S. Presidential Campaign

Handbook of P.R. Essentials

Public Relations in General


The foremost objective of a public relations firm or department is to enhance a companys reputation. Professionals who work in the P.R. field are skilled publicists. Our aim is to present a company or individual to the world in the best light. We make your products or services stand out by creating brand recall in the minds of your target audience. We build brands, conceptualize PR campaigns, strategies and promotional activities and function as reputation protectors in times of crisis. PR also helps companies achieve their full potential and provide valuable feedback from the public.

Public Relations is often confused with its cousins Advertising and Marketing. While PR campaigns might form a part of the companys overall marketing strategy, professional public relations is more soft sell than hard sell. It emphasizes information and persuasion as opposed to packaging and paid media, diplomacy as opposed to force. Traditional PR involves generating significant positive news about the company in print and electronic media utilizing topics of interest. These serve as Third Party endorsements for the brand. Online or Digital PR is best characterized by the popular term usergenerated-content. While it also employs tools such as search engines and blogs, the primary aim is to empower the user to market a brand, concept or campaign of his/her interest. These also include viral campaigns on popular mediums such as Facebook and Youtube.

Handbook of P.R. Essentials

An industry story on E-Commerce featuring brands Myntra and Fashion And You

Nikes Bleed Blue campaign (Social Media Marketing) Team India fans (who in this country isnt?) were encouraged to voice their support for the team by getting photographed wearing or standing next to Nike jerseys and logos. A majority of the users posted their pictures and videos online, thereby indirectly promoting the brand.

Handbook of P.R. Essentials

Why is PR so essential? Isnt advertising a faster way to reach the audience and drive up sales?
To an expert in the marketing field, this question is the equivalent of asking Why wait at an airport queue? Dont cycles get started faster? A most silly example, I know but the answer does depend on your expected targets and how far you want your brand to grow. It also depends on whether your brand is a make a quick buck venture or if youre in it for the long term. Make no mistake about it, PR is a long process and a painstaking venture; but the end reward is fruitful and it can take you distances with regard to brand image that would be impossible with advertising gimmicks alone. Besides the advertising medium and its artistic dramatization of product effects claim has been exploited to such an extent that it has become impossible for the public to trust commercials. At Innowaves, our expertise in product marketing spans a wide range of industries, including Technology, Fashion & Retail, Food & Beverages, and Hospitality. From our experience, we know that brand-reputation is best built by providing customers a deep experience with the brand and product overtime and not from a media stunt or short-lived ad campaign. And there is no better way to get customer experience stories across to a larger audience than through PR. So if you believe in your product, then PR alone or PR coupled with other marketing techniques can take your brand forward. On the other hand, if your trust in the brand is doubtful at best and you cant guarantee customer experiences to be mostly positive....then forget PR and advertise away my friend !

Handbook of P.R. Essentials

When do I need to go for PR?

Suggested PR strategy for a newly launched company/product

We recommend that the best time to consult us would be about 2-3 months prior to the launch. This would enable us to develop a customized PR Strategy that is tailor-made to suit your needs. The newly developed PR campaign would involve practices to be employed at various stages of your brands growth.