Introduction

In today’s volatile world of business, corporate reputation is delicately balanced between growth and responsibility, profits and sustainability, aggressive targets and sound governance. How then can it be built, nurtured, sustained, protected? How can better understanding of the stakeholders and influencers improve the actions that corporations need to take? How can practicing the science of public relations influence stakeholder perception? How does the explosion of social media and mobile communication change the way people make decisions?  

Reputare is my attempt to explore and prompt a dialogue on this subject within the growing community of professionals in this arena. I invite you to participate in the conversation and share experience to make the discussion richer and deeper.


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Look at the world through our eyes to get the picture

Information and education through entertainment is the way teenagers learn. The ‘Network of friends’ is their support system, whether online or in the real world. Borders are only for politicians as teens live in a borderless world. Home is a sanctuary to rest and recuperate and parents are ATMs. Teens are adept at multi-tasking, easily able to process multiple streams of information. They can do homework whilst watching their favourite TV programme or research for a paper whilst chatting with their friends online.

The mobile phone is but an extension of the hand. I could go on. Teenagers today are also perhaps a bigger influence on family’s purchase decisions. The famous “pester power” of a teenage consumer is more than his or her purchasing power, which in any case isn’t insignificant any longer and before you think this is it. Brand loyalty is an archaic concept. Here and now works. Brands are bought and discarded as if they were a seasonal fashion statement. Bottom-line. Ignore them at your own Click to Read More

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PSB 50 released in April 2011, showed the company with the highest Future Potential

The acquisition of pharmaceutical behemoth Ranbaxy by another healthcare giant Sun Pharma created the fifth-largest specialty generics company in the world and the largest pharmaceutical company in India. The combined revenue of over $4.2 billion is sweetener for Indian industry’s image globally. The new entity will have operations in 65 countries, 47 manufacturing facilities across 5 continents, and a significant platform of specialty and generic products marketed globally.

I daresay that in the process, Sun Pharma has proven Penn Schoen Berland, Asia to be accurate in what it said over three years back. In 2011, a study – The PSB 50 – distinctly signposted Sun Pharma with the brightest future among the healthcare firms in India. As a matter of fact, Sun Pharma was seen to have positive net future potential, Click to Read More

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I was interviewed by Mediavataar (mediavataar.com) to spell out the benefit of positioning and what it takes to develop a compelling proposition that not only helps companies win but also creates the necessary equity needed to weather crisis that a company will surely face from time to time.. Do let me know your thoughts.

“More than ever before reputation is taking center stage for the C Suite. Reputation risk today ranks amongst the highest of risks and it is getting all the attention of the C Suite. So, PR today has the perfect opportunity to be in the board room. I like the opportunities that a PR professional has today. However, PR today is more than just about controlling negative media coverage and propagating the positives.” Said Ashwani Singla, MD & Chief Executive of Penn Schoen Berland, Asia.

In an interaction with MediAvataar India, Ashwani divulged few facts about the new era’s brand positioning and how marketing professionals today have a greater challenge of Click to Read More

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Consultancies must focus on value and results, not simply on the effort

In the recent past I had introduced the debate on why the PR industry in India must embrace Empirical Public Relations to really find answers to the Jigsaw Puzzle that the current environment within which the communications business operates in.

Empirical Public Relations is already demonstrating a change in the way campaigns are priced and paid for, addressing the significant challenge human capital presents with the need to revise models of compensation, reward and recognition to attract and retain first-class talent.

Therein, clearly, is great opportunity for sustainable growth. Indeed, these are tough times for the PR project around the world and so it is in India. But there is a difference. India, unlike many other evolved markets, can evade the pitfalls of accelerating growth with a growth plan that doesn’t ignore these lessons. Click to Read More

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Cost of Living is a major concern while they remain optimistic about the future of the region.

Recently PSB launched the 5th annual Arab Youth Survey, our largest ever comprehensive look at the attitudes and opinions of young people across 15 Arab countries. The project included 3000 in-depth and face-to-face interviews with young men and women from virtually every corner of the Arab world reaching participants in: Algeria, Bahrain, Egypt, Iraq, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Tunisia, UAE, and Yemen.

This year’s survey showed the feelings of optimism and pride that spread across the region following the Arab Spring over two years ago continue to be a major influence on Arab youth. 87% say they are prouder today to be Arab and 74% believe the Arab world’s best days are ahead. 71% also believe their governments are more transparent today due to the Arab Spring.

The survey also showed a shift away from traditional values towards modern ones. In 2011, only 17% said Click to Read More

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Disclaimer- The contents of this blog purely represent the personal views/opinion of Ashwani Singla. It is expressly clarified that Penn Schoen Berland, South Asia or its parent companies have not reviewed or endorsed the contents of this blog and are in no way liable or responsible in this regard.