Indeed, these are wonderful times in which we live. I prefer to call this the disruptive era, an era in which almost anything, anyone (and not to mention, any country) can disrupt even century-old concepts, beliefs, and businesses. An age where the old easily gives way to the new, a time where anything is possible!
This era has also seen a resurgence of some old business concepts, such as public relations, which have been reinvented and have taken a prominent place in all other businesses. Until a few years ago, it was rare to find someone who understood public relations, and today, although many understand it, not everyone who uses it uses public relations to do what it is supposed to do, that is, build brands. Reputation is the most basic building block of brand image, and public relations is arguably one of the most trusted tools for building reputation, making it indispensable for brand building in today’s disruptive era.
For public relations practitioners in India, 2006 will be considered a turning point. It’s the year that public relations picked up speed and, as a result, also became more visible. Stealing a bit of the advertising spotlight from its older cousin, PR professionals must surely be smiling with joy knowing that their time has come and now is the time for a place in the sun.
Those who have chosen public relations as their career are already reaping the benefits of their choice, although the rapid growth of the industry has another effect that is not entirely productive or harmonious with growth; it has created a huge demand for good quality staff. This gap between supply and demand is reaching the limit to serve new businesses, and it is no longer unthinkable that a professional in this field would be offered double salary for a job change. Virtually everyone, placement consultants, professionals and public relations firms hear pleasant music from the ringing of cash registers.
The growth of this sector is also evident by the sudden globalization of the business. Almost all the global PR giants have already established themselves in India or are actively considering it. Indeed, India will be a defining part of even the Big Five agencies’ growth strategies. Consolidation is another strong indicator. Like the advertising deals in the 1980s, there is a fervent race for international PR agencies to cement their footing in India. The signs of acquisitions, mergers and acquisitions are already very visible. I personally know at least 5-6 of India’s high growth agencies (ourselves included) who are looking at potential partnerships. The knocking on the door doesn’t seem to stop!
Two questions come up pretty quickly after reading the above. One, where does this business come from? And second, will this last?
One of the critical and seemingly contradictory factors responsible for this sudden growth is the fact that it is due to an increasing tendency to merge differentiations. Brands are feeling the pinch from the lack of a distinctive personality. In a world where the options are many, each interested party seeks the perfect combination for their needs. A world full of clones will hardly represent a choice, or be interesting, fun, or productive.
Let us consider it established that the distinctiveness of the brand (as we will call it here), is a central driver for the existence and evolution of a brand. Also consider it established that public relations is the most innate driver of this ‘distinction’. If both are true, what will be the answer to the question: ‘Will this phenomenon last?’
There are two parts to this answer. The first part is generic and almost philosophical, one that says that nothing lasts forever. This trend is cyclical and we are all happy to be riding the wave. But if you get more specific and ask the question, will this industry overtake others and see a boom in the next two decades? “Without a doubt”, would be my answer without hesitation.
The reasons: firstly, trust in the brand is essential. Without trust in the brand, there will be no brand. Secondly, the distinctive character is as essential for the survival and growth of a brand, as air to breathe, water to quench thirst. Distinction is the unique “I” of a brand and is therefore essential to meet growing consumer demands. Add to that the fact that customer demands are inversely proportional to customer loyalty. So unless the brands have an aura of uniqueness, it will be difficult for any consumer to identify with the brand.
If you reread the previous paragraph, you will see that public relations is the only communication tool that can help achieve both effectively. Building credibility and trust in the organization, brand, or individual are innate goals that any public relations campaign meets. Creating a distinctive identity is the creative design of the campaign that gives relevance to the PR deliverables.
The field of public relations is already growing at a frantic rate and we can only expect it to accelerate in the years to come. But, of course, the industry will need to innovate to respond to critical demands for accountability, transparency, and relevance. Public relations has become an essential nutrient for the growth of any company, regardless of industry, and it is entirely up to professionals to ensure that they do everything they can to maintain credibility in their industry.
An anonymous quote that aptly sums up the way the public relations industry moves can be found in “Yesterday we were learning and still finding ourselves; today we run to race the storm; tomorrow we will fly and find the wind beneath our wings.” – Anonymous