It is not easy for a blogger journalist to repeat his writing on the same subject yet again unless there is an earth shattering development or impact. So, the resignation of Uttarakhand Chief Minister, the apprehension were raised in my last piece following the PR fiasco leading to election debacle, is not the reason what forced me to ponder over the legitimacy of my criticism. In my opinion, more than the impact of writing what actually drives a writer is success in connecting with his audience far and wide. That is the ultimate yardstick of satisfaction which often compels one to react further on the subject.
In a developing society where there are not very many performing politicians, it would not be ethically correct to take a pleasure out of B C Khanduri’s resignation, and now fate hanging in balance. “I told you so” or “me first” or worst even “impact of my writing” is something on which television channels and a section of print media thrives. The idea here is not to toe their line. At least, I have sympathy with the Khanduri whose only fault has been his innocence to take the tall PR claims on the sheer face value. Now the question is why am I writing then? The fact is that I am amazed by the response over the last piece and hence comes this admittedly lengthy one.
I always thought that blogs in this part of the world are read only within your acquaintances. This perception has many takers and there is a general feeling that unlike the western countries with more internet penetration and better literacy, it is not a medium to reach to audiences far and wide in India. Actually, I was wrong and could not anticipate the power of this new age medium. A host of phone calls, most of them establishing touch base with me through references was very touching. And, of course, there were usual close friends who in any case always stand by me and hence my writing. The response has actually overwhelmed me, to say the least. Many of these new callers even wanted to know which the PR Agency that I was talking about is.
Well, I have throughout maintained that it was more to do with the academic discussion on the trade practices and not a personal attack on any particular PR firm. Many of such standalone PR Agencies are in any way confined to category B and C publications and without any effective working relations in the mainstream media. Media is often found mocking over the quality of their work and working culture. Moreover, within the industry and circle of those who matter it has been an open secret now. The day the industry gets a bit more professional and is institutionalized, there will be no space for those who take the clients for a ride and are often found working on the competing brands with conflict of interests as well. There must be a check and balance mechanism to keep the clients informed as to whether the Agency is working for the cross purposes.
However, there are reasons to believe that such unfair trade practices can not be sustained for long. Many a PR Agency which were seen as doing well only a couple of years back, are out of the business today. You can not fool all the people all the time, the old adage still stands valid. In the industry a successful communication campaign may take time to evoke a response and get noticed; a failed campaign does not take that much time. It is a cruel world where every campaign is a challenge forcing you on the edge of the sword. One may not get his due appreciation for the job done, but any failures and critics have their way.
Some old friends from the JNU who established contacts with me after a long while and who know it all, insisted that the expose should have been more target specific. “If not Agency, at least person accountable on the given account who messed up with the campaign should have been exposed thoroughly so that one is seen in his true place within the industry”, they suggested. I won’t deny the fact that they have a valid point and an expose should be like that only. But the idea here has not been to expose just one or two black sheep of the industry; they are very many in any case.
Another group of friend, who are more into the teaching of communications, admitted that it is easier to preach it in the classroom than to practice. The actual practice of the business becomes all the more difficult if you have to implement the fancy ideas that you proudly preach on your own. You have nobody to blame in the given scenario. After all, communication and PR is not just about boring academics which have little relevance to the industry. The art of leadership has a much bigger role here, both to drive the team along and network & connect with the client and media. I have serious doubts as to whether this can be taught in any classroom.
What actually compelled me to write on the subject has been my commitment to the profession which is not being seen in a very high esteem in this part of the world. Unlike the western countries where PR professionals are seen as Image Consultants, in India the retained companies treat PR practitioners not as Strategic Consultants but order takers whose only job is liasioning with the journos. More the media jugaad, the better you are as a professional.
The industry has not evolved as a knowledge driven sector, even though a few cynics would like to believe that if you have knowledge driven clients in the portfolio, say like healthcare, you are also knowledge driven. The same wisdom (?) would also suggest that if you have clients from other sectors, say like Real Estate, your thought process is also like a builder. This heady mix of hypocrisy and myopia only reflects that we are not good brand ambassadors of the profession. When our own fundamentals of Image and Reputation Management are not clear within ourselves, how can we do the same for the clients? No wonder, such cynics are often found dragging their own career prospects within the same mediocre Agencies for decades.
We are, therefore, treated more like vendors who have been assigned a job by the client. And to be honest with ourselves, we are to blame us only for this. We never feel shy of resorting to unethical trade practices to get the clients. Moreover, within the organizational set-up of most of the PR Agencies today, it is “Loyalty to the Boss that Matters the Most.” “Yes Boss” flows from top to bottom and inquisitive mind, creative thought and critical reasoning are increasingly being relegated to the dustbin. Anybody defying the fundamental and cardinal principle of sycophancy to set the record straight and reward the performance and potential is often seen more trouble-maker than trouble-shooter.
No wonder, the organizational growth chart is heavily loaded towards Loyalty (to the boss), Potential (in the eyes of the boss) and Performance (boss and not client will decide the parameters). Anybody who has been taught in the management classes that Performance, Potential and Loyalty should flow in that order is a misfit in the given scenario and upright professionals are seen as liability. PR industry, therefore, has been facing the highest attrition rate even during the slowdown and there is always a musical chair waiting for the head of the PR team. Does anybody still have any questions as to why PR industry has not evolved as a respectable and knowledge-driven sector in India? Any way, this one is on public demand.
4 comments:
This is increasingly becoming a Real PR Blog. I have been reading a few others, of late. But the kind of insight and info that I find here is not there, even on the much hyped Bad PR Blog. I understand some mediocres may not like it for their own vested interests. But then, guys let's face the realities around us. Hope to see more such stuff Ravi, even if its means on "Personal" demand this time.
Blogger, it is via media & communications. This is for
Yeah, when you have mediocres ruling the roost in the PR agencies, you are bound to face difficulties. I know this chap since JNU days who is heading the above mentioned PR agency and is linkedin with me...however, I feel it is not his inefficiency which should be blamed but the organisation which hires such people who make false claims and promises.
Anyways cheers from me for Ravi doing a good job.
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