PUBLIC RELATIONS

SUBJECT:
PUBLIC RELATIONS

PROJECT TITLE:

PUBLIC RELATION AGENCIES

THE SOURCE
SOURCE STRATEGIC COMMUNICATION Pvt. Ltd.

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INDEX

Sr.no Topic Page no.

1. Introduction to public relations 7

2. Importance of PR Agencies 8

3. PR in organizational life 9

4. Strategies & Tools 9-11

5. Functions of a PR Agency 12

6. Company profile 13

7. Area of experience 13

8. Advisory board 14-15

9. Scope of services
16
10. Services offered 17

11. Strategic services 18

12. Media relations 19

13. Editorial services 20

14. Events 21-26

15. Investor relations 27-31

16. Pr tools 32

17. Crisis management 33-35

18. Crisis preparedness

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19. Corporate positioning

20. Reputation management

21. Online reputation management

22. Traditional media monitoring

23. Technological communication

24. Sponsorship

25. Clients

26. Web content

27. Annexure

28. Questionnaire

29. Conclusion

INTRODUCTION TO PUBLIC RELATIONS:-

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What are public relations?

Public Relations is the attempt by the information, persuasion

and adjustment to engineer public support for an activity,
cause, movement or institution.

The Need For Public Relations

In recent decades human society has become so complicated
and differentiated that the individual –at least in the
developed countries –is no longer able to live without
adequate information. He certainly would not be able to live
well without using the numerous possibilities of information
offered him today. It is an indisputable fact that in this
increasingly automated world man can no longer exist in
complete isolation. In our age, technical developments have
intensified the interdependence of all people to such an extent
that the individual’s capability of living is dependant, in
many different ways, on society. That is, the individual lives
on information he receives from society

Importance of P. R . Agencies

The significance of the public relations management has increased

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Public Relations in Organizational Life

The role that public relations play in organizational life, and
particularly the importance attached to it in relation to other
management activities, varies considerably. It can vary between
industries; PR in the financial community is different from PR in the
industrial field.

It has become ever more clear that PR as it applies to a bank or

insurance company is very different from PR in industry or as it

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applies to a company producing a product which is going to be
marketed and sold.

The target audience for public relations is determined by the activities

of the organization and any current problems areas. Public relations
are often concerned with reaching opinion formers that is the press,
MPs, government officials and consumer groups. But in each specific
situation the target audience will also compromise those groups in the
environment with which the organization deals; these are now
increasingly described in the literature as the organization’s ‘publics’.
It is a simple matter of identifying the relevant groups for any
Organization.

SHARE
HOLDERS GOVERN
SUPPLIERS
-MENT
FINANCE
SOURCE COMPETI
S -TORS

TRADE CUSTOMER
ENV &
UNIONS PRESSURE S
GROUPS

Public Relations Strategies: Public Relations is an

integral part of strategic planning, helping clients meet and
exceed their targets by:

• Establishing the company's stature, expertise, and

reputation for quality

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• "Leveling the playing field" when going up against
entrenched competitors
• Facilitating project delivery
• Strengthening the company's own organization and
culture
• Getting the media on your side (or at least getting a
fair hearing) when crisis strikes.

Public Relations Tools: A PR agency utilizes a wide

range of communication techniques and channels to help you
pursue these strategies. These time-tested, cost-effective
techniques can help you reach, inform, and persuade your
customers and clients. They include --

Strategic Planning and Positioning, Marketing on

the Internet, Article Placements, News releases,
Seminars, Newsletters, Video, Speechwriting,
Crisis Management .

Use public relations as a strategic planning and "vision"

tool, to powerfully spearhead their clients business into new
specialties and regional markets.

Feature articles by and about the company help you explain

specific projects, industry trends, etc., while positioning your
organization as a leader.

News releases keep editors and readers up-to-date on positive

developments: business news, technological advances,
promotions and new hires, and special events.

Company profiles present the company's achievements,

capabilities, and leaders in a positive light.

Professional seminars and association meetings let a firm

highlight their latest achievements and innovations, share
information with colleagues.

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Business seminars for their customers let them explain new
developments, trends, services, and products in detail -- in a
setting where they call the shots.

Trade shows can be a critical sales forum, let them meet

face-to-face with purchasing decision-makers.

Internet/World Wide Web services help them establish an

early presence within this powerful new communications
medium.

Brochures and flyers, printed or electronic, explain their

offerings in detail.

Newsletters provide a valuable, ongoing channel to bring

their message to their current and potential customers.

Advertising keeps their name visible and supports the

publications that reach their customers.

Video services let companies take advantage of new

opportunities in broadcast and desktop video media.

Crisis management arms them with strategies and tools to

deal with unexpected and unwelcome developments.

Expert speechwriting puts their message in vigorous, clear

form for greatest clarity and impact.

FUNCTIONS OF P.R. AGENCY

MANAGERIAL

PLANNING
ORGANISING

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DIRECTING
CONTROLLING
COORDINATING
MOTIVATING

OPERATIVE

POLICY
PUBLICITY
RODUCT PUBLICITY
RELATIONS WITH GOVERNMENT
COMMUNITY RELATIONS
SHAREHOLDER’S RELATION
PROMOTION PROGRAMMES
DONATIONS
EMPLOYEE PUBLICATIONS
GUEST RELATIONS
EVALUATIONS
COUNCELLOR
COMMUNICATOR
ADMINISTRATOR
PRODUCTION
ORGANISING SPECIAL EVENTS

ADVISORY

TO TOP MANAGEMENT
TO DEPARTMENTAL HEADS

PUBLIC RELATIONS MANAGEMENT OF

“THE SOURCE”

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COMPANY PROFILE

In a world where too many people are saying too many things all at the
same time, your message can easily be lost, or misunderstood.

At The Source, we recognize that perceptions have a way of distorting

reality - or enhancing it. In a hugely competitive world, the management of
these perceptions is what makes all the difference. The gray area between
reality and perception is the space in which we at The Source operate.

The Source, based in India, is an independent strategic communications

consulting firm that offers a variety of services for image management -
including public relations, crisis management, marketing communication,
and financial communication. It operates on three guiding principles --
Domain Knowledge, Client Focus, and Transparency.

The Source helps clients evolve strategies, shape messages, plan effective
communication programmes, and implement them. We believe in working
so closely with our clients that they often look upon us as a virtual in-
house resource.

The firm has four main divisions - Public Relations, Investor Relations,
Event Management and Editorial Services. Headquartered in India's
commercial capital, Mumbai, The Source has representative offices in New
Delhi, Hyderabad and Pune, besides affiliates in fourteen other cities
across India.

Areas of Experience

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SOURCE has experience and expertise in multiple industries and services.
Our clients represent varied fields including:

Associations

Automotive

Banking

Communications systems

Education

Financial services

Fitness

Gaming

Food and beverage

Healthcare services

Home care products

Medical services

Non-profit organizations

Real Estate and construction

Restaurants

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Sports and sporting equipment

Technology

Tourism

Travel and leisure

ADVISORY BOARD

SOURCE is, perhaps, the only leading Indian Public Relations Agency that
has senior journalists and leading corporate personalities on its advisory
board.

The eminent members of our advisory board include senior journalists

from:

The Economic Times

Business Standard

The Times of India

Hindustan Times

The Pioneer

Dainik Bhaskar

Dainik Jagran

Navbharat Times

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The corporate personalities on our board include people from:

World Phone Services Pvt. Ltd.

Toshi Automatic Systems

Institute of Road Traffic Education

SCOPE OF SERVICES

SUORCE believes in getting the most mileage for its clients' marketing
efforts. Their endeavor is to provide seamless support to their marketing
campaigns. To achieve this, we can include varied elements to reach as
many of your target audiences - and potential customers - as possible.

Strategic services include: Systematic media, stakeholders and analyst

influencing; positioning and differentiation counsel; competitive de-
positioning campaigns; brand identity development.

Research services include: Attitude, perception and awareness studies

involving polling, questionnaires, focus groups and telephone-based
surveys.

Tactical services include: Briefing and familiarisations tours for the

media; proactively seeking editorial opportunities; news announcement
management; product reviews; new product launches; trade show support;
and event creation management.

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Editorial services include: Creating backgrounders; media kits; white
papers; case studies, news releases; byline articles; op-ed articles; internal
and external publications; corporate presentations; and speech writing.

Search Engine PR services include: Innovative website design and

development; keyword analysis; link popularity building; search engine
optimization (SEO); search engine marketing (SEM); search engine
submission; topical directory submission and search engine ranking
services

SERVICES OFFERED AT SOURCE:-

1. Strategic Services
2. Media Relations
3. Editorial Services
4. Events
5. Investor Relations

1. Strategic Services

a. Stakeholder Dialogue

Objective: To help clients develop productive dialogues with opinion

leaders in order to support the clients’ competitive advantages.

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The Stakeholder Dialogue Process is targeted at developing relationships
with influentials based on a common interest. This is achieved through
systematic and focused communication. It involves:

Identifying influentials that make up key audiences, including those

who can directly or indirectly influence public policy affecting the
company

Assessing the perceptions of influentials with a focus on matching

company messages with appropriate audiences and developing
communications campaigns

Building communications systems, primary messages, and

communications products targeted at the needs of audience segments as
based on research.

Developing benchmarks that act as a ‘roadmap’ to achieving defined

outcomes.
Creating an internal structure for feedback, evaluation, and refinement of
opinion leader communication campaigns. A continual loop, this stage of
the process ensures that external communications stay on track and
consistently enhance stakeholder perceptions of the company to build
productive relationships.
Working closely with clients throughout the process to help them create
the structures—and the thought processes—needed to maintain ongoing,
productive dialogues with influentials.

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b. Communication Strategy Support

The Source develops communication systems and strategies to 'tell the

company story' in several ways. These include development of
communications planning systems and editorial plans, targeting of editorial
agendas for both internal and external communications, 'writing to the
audience' workshops; and evaluating and overhauling existing
communications systems.

c. Employee Advocacy Programs

It is vital for all employees to be aware of the company's vision and

business goals, because they can help to make or mar the image of the
organization in informal situations. Recognizing this, The Source believes
in working closely with clients to ensure that the corporate message is
effectively conveyed to employees at every level.

Through an alignment and advocacy process conducted by The Source, our

clients can develop internal communications systems and products that
provide employees with the information required for corporate
transformation.

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d. Issues Analysis

Future challenges can be converted into growth opportunities, but first,

they need to be identified and understood. The Source identifies potential
issues and conducts research on them. We then provide recommendations
that help clients set editorial agendas, develop communications and
contingency plans, identify new and emerging markets, and support
reputation management programmes.

e. Competitive Intelligence
This process includes identification of competitor target markets and
audiences, refinement of marketing strategy, identification of new
customer segments and integration of community relations and outreach
programs with marketing and advertising functions.

Clients can then create tracking systems, analyze the data, develop
employee and related stakeholder participation programs, and ensure that
the information gathered is disseminated to appropriate internal audiences.

2. Media Relations

Dramatic changes within the media, fuelled by the Internet and electronic
media, have had a profound impact on the public relations industry.
Journalists are demanding news value and quality, and increased

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competition means that the media is less patient and more critical than it
was not on the requirements and interests of journalists and what makes
news to them.
Write and circulate press releases.
Organize Press/Financial Analysts' Conferences.
Arrange interviews of key executives with journalists.
PROVIDE media training for client executives to help them develop and
deliver messages effectively in interactions with the media.

3. Editorial Services
As a total communications company The Source also offers editorial
services for annual reports, books, newspaper publications or website
content

4. Events
The Source believes that an integral part of the company's
communication and brand-building process involves the organization of
high-profile ground events.

While sports events are a major focus - since they invariably catch the
public eye - The Source organizes a variety of promotions designed to
build the public profile of a corporate.

The Source's services include organizing the invitations, coordination with

all participants and officials, organizing the venue, hospitality

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(accommodation and food), equipment, transportation, and media
management, among other things. Everything, down to the smallest detail,
is taken care of.

Among the events we have handled are:

• Retail promotions for McDonalds in Mumbai, Pune and Ahmedabad
• Launch of Herbal division of Lupin Ltd. with nine new products
• Launch of the Panasonic FJ Series Televisions in Mumbai, Delhi,
Chennai and Kolkata
• 10-day road show for Kinetic Engineering Ltd in Pune during the
Ganeshotsav 2004.

5. Investor Relations

A company's image is heavily dependent on two key influencers -

analysts and the media. If analysts think highly of a corporate,
this perception filters into the media. On the other hand, if the
media speaks well of an organization, it enhances the analysts'
view of the company.

Since analysts and the media are constantly influencing each

other, either directly or indirectly, The Source recognizes that it is
important to build linkages with both in order to enhance a
company's image.

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They use three key tools to develop these relationships

• Focused Perception Audits

The Source carries out focussed perception audits aimed at assessing

analyst/fund manager perceptions of its clients. The audits, which use the
very latest qualitative and quantitative research methodologies, help clients
to fine-tune their communication strategies and key messages.
• Annual Reports
The annual report is a company's primary stakeholder
communications tool; in addition to the financials, it conveys the
company's vision, positioning, strategy, and marketing plans. Studies
reveal, however, that most shareholders only spend three to four minutes
reviewing this vital document. The Source recognises that annual reports
with in-depth research, crisp writing and great design could make all the
difference in telling the corporate story to the people who really matter.

• Analyst Meets

Our strong relationships with the analyst/ fund manager community

have helped our clients explain critical corporate issues to these key
influencers.

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CRISIS MANAGEMENT

There are two important requirements for successfully managing

crises.

First, the company must work towards resolving the issues that
created the crisis. Secondly, it must act fast to manage the perceptions
of the problem amongst its key stakeholders in order to salvage and
sustain its reputation and business.

Knee-jerk responses to crises or wishful thinking that the crisis will

blow over can only further complicate situations. It is also not enough
to identify the production problem or recall the products, rescue
survivors, settle the labour dispute, or win a lawsuit. A company must
simultaneously reach out to win the hearts and minds of the public in
general and its direct stakeholders in particular. It must act decisively
to maintain its credibility and sustain the loyalty of its customers, the
morale of its employees and the commitment of its investors.

SOURCE PR brings to its clients an objective, independent

perspective and professional expertise backed by crisis
communications experience in a wide range of situations involving
accidents, hostile bids, government investigations etc. We work as a
part of crisis management teams comprising client executives,

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lawyers, bankers and develop and execute strategies that protect the
client’s reputation, their businesses and performance.

CRISIS PREPAREDNESS

Corporations are vulnerable to a crisis which can hurt its business,

damage consumer, investor and employee confidence and in the worst
cases, even threaten the very existence of the company. The actions of
a modern-day corporation are also subject to intense scrutiny from a
variety of interest groups and the media.

Corporate crisis can be precipitated by a variety of situations

including product defects or contamination as the recent cases in India
involving mineral water, cola and chocolates brands have amply
demonstrated. These crises have had crippling effects on brand
reputations and consumer confidence.

Crises can also result from disputes in industrial relations, accidents,

takeover bids, boardroom battles and family separations, litigation,
government investigations or force major disasters.

The best strategy is to be prepared for potential crisis situations. We

work with our clients to assess their vulnerability to different kids of
crises, and their readiness to deal with the crisis. We assist in creating
crisis communication plans and procedures, and create a crisis team to
direct emergency response. We also provide crisis communications

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training for identified client executives using crisis simulation
techniques.

Such preparedness can strengthen a company’s defenses and minimize

the damage when a crisis does actually occur. At Source PR, we also
advise on and implement monitoring mechanisms that provide clients
with early warning with regard to specific issues with crisis potential.
These programs can help a company pre-empt or diffuse crisis issues
before they escalate.

Corporate Positioning

Every industry is witnessing unprecedented levels of competition. As

competition intensifies, companies must work hard to differentiate
themselves from their peers. The companies must carve out a unique
position in the minds of their key stakeholders based on their visions,
values, unique strengths and the value that they bring to the lives of
customers, shareholders and communities they serve. Maximizing
shareholder value alone is not enough.

Each company must identify and consistently project the unique value
that it brings to the marketplace. As the pace of change intensifies,
and as managements respond to these changes with newer products
and services, the companies have to redefine themselves for their
present and future stakeholders.

At Source PR, we work with senior managements to define, create

and implement corporate positioning that will maximise advantage.

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We develop the key messages which capture and express the
positioning. We then design and implement communication initiatives
which help the stakeholders understand the positioning.

REPUTATION MANAGEMENT

Reputation Management Services

As one of the single most important assets, your organization's

reputation demands serious attention in today's formidably
competitive marketplace. SOURCE’S reputation services help CEOs,
brand stewards and professionals responsible for corporate
communications, governance and social responsibility to be decisive
leaders at times of social and cultural change and to be confident.

One must be aware of the distinction between image and reputation.

Image is temporal and somewhat superficial, whereas, reputation is
the enduring character of an enterprise and one of its most valuable
assets, the composite picture of its key traits as seen through the eyes
of its audiences and in the context of the marketplace.

SOURCE is a reputation management and public relations firm that

takes a more comprehensive, thoughtful and creative approach to the
challenge of communicating value to your various audiences. Our
corporate tagline - Reputation Management With A Creative Twist,
reflects their philosophy.

We help our clients effectively manage their reputation through

proactive efforts to enhance the credibility of the brand by attracting

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the attention of the various target audiences towards even the smallest
of their achievements. Similarly, we help our clients negate the effects
of any crisis that might have negative implications on their reputation
through strategic counsel and maintaining judicious transparency
when dealing with the media.

Online Reputation Management

Today, most of the news is published on the Internet almost as soon as

it happens. Most news organizations publish much more content on
the Internet than in their traditional print publication or broadcast.
They also maintain searchable archives of past news articles as part of
their Web site. As a result, reputation management becomes all the
more intricate to handle.

The Internet is where the "buzz" starts about issues, companies, and
products. It is where millions of people can readily find reviews,
opinions, and consumer insights, providing key crisis-specific
information including rumors, attacks and scams, and reputation
management or credibility issues. Now more than ever, organizations
must take an active role in their reputation management.

Millions of people participating in online public discussion groups

have made the Internet the truly the people's forum - everyone
contributes and every opinion counts. And news - good or bad, rumor
or fact - travels faster on the Internet than any other medium. A single
unhappy customer, misinformed consumer, or disgruntled employee
can spark an online and offline reputation disaster for your company.

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Source can find and diffuse potential PR disasters for your company
before they become "breaking news". As pioneers of online reputation
management, Source has the experienced staff and tools to manage
and protect your corporate reputation and brand online.

Source ensures thoroughness in reputation management with

unmatched breadth and quality of services. Source provides its clients
with a single most powerful way to quickly discover both emerging
opportunities and threats while they can still influence their outcome -
through nationwide media monitoring services that include hundreds
of Indian newspapers, TV Channels, magazines, trade journals, and
also million of web pages and Media Monitoring Services

Traditional Media Monitoring

Source keeps a tab on over 200 media outlets across the country
including mainline, financial and vernacular newspapers, business and
general interest magazines, trade journals and TV Channels across 10
cities in India, these are - New Delhi, Mumbai, Bangalore,
Chandigarh, Lucknow, Kolkata, Chennai, Hyderabad, Pune and
Ahmedabad.

Our media monitoring department tracks news on their clients

company, competitors, trends and legislative norms in the industry
your organization operates in. The team can keep track of unlimited
keywords on the online media.

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Technology Communications

Technology companies, whether in products, services or solutions, are

unique in terms of their communication needs. They need multiple
competencies from the PR consultancy to effectively communicate
with diverse target groups like customers, employees, investors and an
entire gamut of opinion influencers.

The public relations consultancy, therefore, must have a sound

understanding of the continuously evolving technology domain and
the growth drivers. In addition, the organization must help the clients
compete effectively for talent and capital – the two most vital
ingredients for sustained growth.

Over the years, as the Indian technology industry has grown

into a significant sector of the economy, a major gap in meeting its
communication needs is visible. While traditional technology PR
consultancies have tried to address product and, to some extent,
corporate communication they have fallen woefully short in delivering
on other key fronts.

It was precisely keeping this need gap in mind that the

technology communications group of Source PR has been set up. The
group offers 360-degree communication services to meet all possible
needs of technology companies. The group comprises experts with a

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sound understanding of technology domain, investor relations, HR
communications, media relations and crisis management. The group is
also able to draw on the capabilities of our sister firms to provide
advertising and brand management services through a single window.

Sponsorships

Corporations spend crores of rupees on sponsorships to promote their

products. Sometimes a relatively small outlay can have a tremendous
impact on non-customer audiences such as government, regulators,
opinion-makers and consumer groups and NGOs in many areas.
Source PR helps clients develop sponsorship programs and support
social causes which can enhance their reputation and influence with
these groups.

Clients
Some of the prominent clients that The Source has worked with are:

Televisions for Panasonic India

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The Source executed a four - city launch of the FJ Series

Televisions for Panasonic India. The events were held in Mumbai,

Delhi, Chennai and Kolkata. The invitees at the launch were the

trade partners of Panasonic from the respective zones.

A 10-day road show was executed for Kinetic Engineering in Pune

during the Ganeshotsav. A Ganesha idol was installed on two

Kinetic Nova scooters and was taken to various locations in Pune

The vehicles were accompanied by a group of local artists

performing traditional dances with Dhol and Zhanj (Cymbals).

HDFC Chubb

HDFC Chubb General Insurance Limited is a joint venture between

HDFC, India's largest housing finance company, and Chubb group of
insurance companies. With more than $30 billion in assets, The
Chubb Corporation is a holding company for a family of property and

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casualty insurance companies known informally as the Chubb Group
of Insurance Companies. The member insurers of the Chubb Group
form a multi-billion dollar organization providing property and
casualty insurance for personal and commercial customers worldwide
through 5,000 independent agents and brokers. Chubb's global
network includes branches and affiliates throughout North America,
Europe, Latin America, Asia and Australia.

Jog Group

The 150-crore Jog group already has a significant presence in the field
of engineering and has recently diversified into multimedia, producing
over 1,500 hours of television software for various channels - satellite
as well as terrestrial - and releasing Score Plus, a unique educational
software.

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K Sera Sera Productions Ltd.

K Sera Sera, established in November 2002, is amongst the few

production companies listed on the BSE. It is a Rs. 360 mn content
production house that brings together a unique combination of project
management, distribution and financing skills. The company’s future
plan is to be among the top three Movie & TV production houses in
India.

K Sera Sera has tied up with Mr. Ram Gopal Varma for the creative
side of the production. Similarly in the TV business the company has
tied up with Mr Ravi Rai, Ravi Rai Productions, Mr. Tony Singh and
Mr. Girish Mallik, Clapstem Productions.

Lupin Limited

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One of the top five pharmaceutical companies in the country, Lupin is

a world leader in the integrated manufacture of the cephalosporin
range of anti-infectives and in anti-TB treatment. The company is
among the country's largest manufacturers of bulk actives and
formulations - the finished products consumed by patients as well as
the raw materials used in their manufacture. The company is also a
key player in the field of phytomedicines - medicines made from plant
and herbal resources supported by modern medicine. Nine of Lupin's
world - class manufacturing facilities located at Madhya Pradesh,
Gujarat and Maharashtra are approved by USFDA, while two of them
are approved by the UKMCA.

Observer Research Foundation

Observer Research Foundation (ORF), was established in 1990 as a

private, not for profit, think-tank to influence public policy
formulation. Its first endeavor was to bring together leading

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economists and policy-makers to build a consensus about economic
reforms. The resulting “Agenda for Economic Reforms” became the
basis for the government’s 1991 Economic Reforms.

ORF’s expertise and resources are dedicated to nation - building and

international cooperation. ORF pursues its goal by providing informed
and productive inputs, in-depth research and stimulating discussion.
ORF’s motto is Building Partnerships for a Global India.

Qatar Airways

Qatar Airways, one of the world's fastest growing airlines, recently

launched its Indian operations with a direct thrice-weekly service
between Doha-Hyderabad. At present Qatar Airways flies to more
than 35 destinations across the Indian sub-continent, Europe, the Far
East, the Middle East and North Africa. By the end of 2004, it aims to
fly to around 50 destinations.

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Today's Writing Products Limited

Today's Writing Products Limited (TWPL), a nine-year-old company,

is one of India's leading pen manufacturers. The product portfolio of
the company includes ball pens, gel pens, roller pens, markers and
highlighters. The company markets its products under the brand name
"Today's", in Indian and International markets. It has the distinction of
being the first Indian pen manufacturer to get its own brand of pens
sold in Europe through Poundland, Europe's leading single price
retailer.

UNITED WESTERN BANK

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United Western Bank, incorporated in 1936, is one of the largest
private sector commercial banks in India, with a well - dispersed share
holding all over the country. The Bank can be described as the Bank
with a Steady Past, Prospering Present and Promising Future.

With its headquarters based in Satara, the Bank has 230 branches
spread over 47 districts of nine states that are controlled by five Zonal
Offices at Mumbai, Pune, Kolhapur, Jalgaon, and Nagpur.

Videocon

The Rs.5,000 crore Videocon Group is India's largest consumer

durables company. It offers a variety of innovative home appliance
and consumer durable products, including interactive televisions and
projection televisions. Among its recent social endeavours was the
launch of a state-of-the-art ultra - modern heart institute and MRI unit
at Videocon's Seth Nandlal Dhoot Charitable Hospital at Aurangabad.
Inaugurated by India's Deputy Prime Minister L. K. Advani, the
institute is the first of its kind in the Marathwada region of
Maharashtra.

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ANNEXURE

BOOKS:-

The Source has conceptualized, researched and written six

books, two of which were released by the then Prime Minister Atal
Bihari Vajpayee.

The first of these, the commemorative volume of the Konkan Railway

Corporation, told the amazing story of how Indian engineers used
innovative indigenous technology to build a railway line over
impossible terrain - more than 100 years after the British first mooted
the idea, and abandoned it.

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In 1999, the global consulting firm Arthur Andersen commissioned us
to edit a volume accompanying the Maharashtra Agro-Advantage
exposition. This book, also released by Prime Minister Atal Bihari
Vajpayee, was sent to Indian embassies, foreign missions in India and
prospective investors.

Shree Multimedia Ltd, publishers of the daily Tarun Bharat, have

also retained our services to produce six books.

The first in the series was launched by senior political leader Pramod
Mahajan in January 2004, which showcased the achievements of the
NDA government. The second, which looked at investment
opportunities in Goa, was launched by Goa Chief Minister Manohar
Parrikar in May 2004. The third, on the landmark work being done by
the Dr. Babasaheb Ambedkar Medical Trust in Aurangabad, was
launched by noted industrialist Prithviraj Jindal in September 2004.

Another book on India's first expressway project, the Mumbai-Pune

Expressway, is ready for publication.

PERIODICALS:-

TimesProperty:-

The Source does the content generation and management for Times
Property, a weekly eight-page broadsheet publication from India's
leading newspaper group Bennett, Coleman and Co. Ltd, publishers of

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The Times of India - one of the world's largest circulated English
dailies.

The Source was among the first outsourced content management

companies to be retained by The Times of India and has been working
with the group for more than six years.

Times Property, which recently celebrated its sixth anniversary, goes

out to over half a million subscribers.

Other Publications: -

The Times Group has also retained our services for content generation
and management of ET Realty, a fortnightly real estate publication,
distributed with The Economic Times - the world's second largest
circulated business daily.

We have also handled the content generation and management for

Times Motoring, a monthly motoring publication from the Times of
India Group.

Our range of content generation and management services extends

beyond the English language. The Times Group, for example, has

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retained our services for content generation for Maharashtra Times
Property, a weekly publication circulated with India's leading Marathi
language daily Maharashtra Times.

WEB CONTENT

We have provided content to several websites including the

entertainment portal Hansazone. News updates and features from this
website regularly appeared on MSN and Yahoo.

We have also produced a daily news bulletin for Reuters, a world leader in
news and information. The bulletin, which, focused on the happenings in the
Information, Communication and Entertainment Sectors (ICE), was carried
on Reuters terminals worldwide.a few years ago.

An effective media relation is vital to the success of any corporation’s

overall communications strategy. A sound media relations programme can
deliver huge benefits to a corporation.

This is where The Source comes in. Media Relations is one of our key
strengths; with our wide network of contacts in print and electronic media
and our so und news judgment we can:

Initiate and implement a well-orchestrated media relations program to

provide credible perspectives on corporate issues.
Field inquiries on the clients' behalf from the media and other relevant
groups

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QUIRES RELATED TO PUBLIC RELATIONS:-

1. HOW IMPORTANT PRESS RELEASES ARE FOR YOUR PR

AGENCY?

Press Releases are very important not only for our agency but for
every PR agency as they are the easiest means to communicate news
about our client to the media. It gives us the liberty to decide the
content we would like to deliver to the media and hence the public.
Unlike Press Meets Press Release are not time consuming and also
require less pre and post preparation and efforts on our part as well as
that of the media. Also it avoids misinterpretations and diversion from
the topic. It helps to channelise information.

2. IS THE PR BUSINESS BOOMING IN INDIA?

True, initially the PR office was considered as a minor function

without adequate authority, but today times have changed. PR is now
one of the most booming sectors and everybody has come to
understand its importance. PR in its vague sense has always existed;
from the days of Ramayana when Hanuman went on behalf of Rama
to convey and communicate the message to Ravana to the present day
and time when almost every organization either has an internal PR
department or appoints an external one. The changing statistics clearly

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show the difference in the perspectives of people and how they have
come to accept PR as an essential part of their business development.
In India though, communication management still isn’t given the same
pedestal as it is in the west, but the PR department is fast becoming
more and more successful and established with time. Not only have
Indian corporate and business tycoons, celebrities, etc realized the
importance and need of a PR agency or PR executive the general
society has also grown to understand this field and accept it as a main
stream and major occupation, very unlike the perception of the society
a few decades ago.

3. WHERE DOES THE ROLE OF PUBLIC RELATIONS

CONSULTANTS LIKE YOU COME?
IS IT NOT THE PUBLIC RELATIONS DEPARTMENT OF THE
ORGANIZATION SUFFICIENT?

Public Relations Department of each organization has certain limitations.

They cannot handle all the areas of communication between the
organization and all the stake holders. They may not have sufficient
expertise. A professional does it in style and he assess the quality of the
output and gives a frank feed back to the Management. This will help you
to improve the Corporate Image. Again your Corporate Image needs to be
audited periodically. I will explain little more….the Management wants its
stake holders to carry certain image of the Organization…that is "Image
Goal"…How will you measure it….How do your employees perceive
you…..how do your customers perceive you……how do your share
holders perceive you, etc. Presently, no organization has made any attempt

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to identify "the image as perceived by the publics"…that is "Actual
Image". The Internal PR Department cannot do this. Only an external
Consultant can do this more frankly and give a feed back to the
Management. …This will help the Management to find the gap between
the Image Goal and the actual Image…The PR Consultant helps you to
bridge the gap through proper techniques,

4. WHAT MESSAGE WOULD YOU GIVE TO THOSE YOUNG

PEOPLE WHO ARE TRYING A CAREER IN PR FIRM OR
CONSULTANCY?

PR is about communication and communication management. It is

about perceptions and carving perceptions. I would suggest that
students who have a good command on their communication skills
and are also efficient in putting across their ideas should opt for this
field. PR does not demand any theoretical knowledge but is entirely
based on practicality, logic, presence of mind and sensible application
of creative ideas.

5. WHAT IS THE STRUCTURE OF YOUR PR DEPARTMENT?

The PR team of The Source is headed by our MD Mr. Raju Kane,

who has around 25 years of experience in the field of journalism and
Public relations. Our Vice President Mr. P.M. Bala handles business
development. Our two departments Media Relations and Client

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Servicing are headed by Ms. Archana Pradhan and Mr. Pradeep
Ghorpade respectively.

6. WHAT KIND OF CORPORATE DO YOU ALL HANDLE?

Our clientele includes the likes of Lupin Ltd and Ethypharm LL India
(which are Pharmaceutical companies), Onward Technologies and
Aurovision (which are IT companies), Qatar Airways, Jaico
Publications, Balaji Telefilms, Film Factory Productions (Ram Gopal
Verma), Red Ice Entertainment, Seven Entertainment, Mercury
Infocomm, Janakalyan Bank, etc.

7. HOW IMPORTANT IS PRESS RELATIONS? AND HOW DO

YOU CALL FOR A PRESS CONFERENCE?

Media plays a very important role in connecting to the general public

and also in shaping their attitudes and perceptions. Hence Media
relations are very vital for us as proper relations with the media help
us in getting across our message about client more effectively to the
public. Media is a powerful tool and weapon which has to be dealt
with and handled very carefully.
Press conferences are held when our client wants to make an
announcement to entire group journalists at once. Press conferences
are usually open to all media and all journalists who are interested in
covering the news. We just make sure that most of the media is
informed about the conference so that they can decide whether or they

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want to cover it. Sometimes we also have select press meets in which
case we invite only selected media and our client addresses them.
Another option we have is one-on-one meetings wherein our client
meets with certain journalists individually. These interviews are
exclusive and personal.

8. HOW DO YOU TACKLE WITH CRISIS?

There is no particular format we can follow for crisis-management. It
of course depends upon the crisis and its intensity. Most of the time
though in case our client is the wrong we make sure step are taken to
make amendments and also to rectify the situation.

9. WHAT IS THE PRESENT POSITION OF PUBLIC RELATIONS IN

INDIA AMONGST THE CORPORATES?
I feel that Public Relations is still in its infancy amongst the Indian
corporates. Both Public Sector and Private Sector in India have contributed
substantially for the Nation building You know the Indian mentality. You
do great things. But keep a low profile. In the Same way, Indian corporate
also, keeps a low profile and they do not care for the corporate image
building. They don’t make a publicity of their achievements. With the
opening up of economy, global competition, Indian corporate has started
rethinking on their Public Relations strategies. Now they have realized that
Public Relations can help them to improve their bottom line also.

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CONCLUSION

We can finally say the main objective of public relation is to establish good
understanding by sharing a common problem or interest with the public.
By public it means both an internal public and a public external to the
organization. Mutual understanding can be established only by sharing a
common interest, by communication and relations. If there is no
communication there is no mutual understanding and mutual understanding
is the core of public relations. The objectives of public relations differ from
organization to organization, based on the nature and objects of the
organization. For instance the objects of the public relation program of
social welfare organizations are quite different from those of a commercial
organization. The objects of a public relations department of the
Goverdifferent from those of non – profit organizations and so on.

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