Defining social interaction in civilized societies begins with public relations; a natural, recurrent theme running through timeless human engagements in the context of social groups. Examine the best managed bygone civilizations and we find elements of contemporary PR practice; information, persuasion, reconciliation and co-operation.

India also has a legacy of varied public relations approach evident in the many phases of building an all India empire in the passage of history. From the precision of Chanakya’s social messaging to consolidate the vast realms of emperor Ashoka to the subtle public campaigns of the formidable foreign rulers, the Mughals and Akbar’s visionary attempts to reconcile the majority.

Post independence public relations in India essentially became an appendage to the humungous government run PSUs and its main aim was to highlight the ‘achievements’ of these giant enterprises run by bureaucrats. It was in this era of socialist economy that Indian PR came to be viewed mainly as a propaganda machinery and “PR” meant fostering journalist relations for favourable exposure in the press or preventing the mis-deeds of the company from being reported. The beating PR took then still echoes, albeit faintly.

The professional and strong face of Public Relations started emerging post economic liberalization of the nineties. Suddenly, it was not just about ‘spin’ but started to become a part of an integrated marketing campaign geared towards persuasion and influence. The change in the public relations practices related essentially to the changing face of the Indian consumer, now seen as confident, knowledgeable with heightened awareness and greater power.

Few developments in the past and the present have driven the change that I have witnessed in the practice of public relations:

Influx of global competition

The last decade saw the global corporate world trying to find a place in the Indian market. The sophistication and understanding of the use of public relations slowly started to impact the way we practiced public relations. Thus began the journey of the adoption of global practices.

Arrival of international players

Early pioneers like Prema Sagar of Genesis PR who invested in sending her staff for international exposure were few and far between. As Burson-Marsteller, Porter Novelli, Fleishman Hillard, Ketchum, Apco, MS&L and Weber Shandwick, names that we read about in international PR books, set up shop in India, they brought with them their learning and practices, thus providing the Indian PR professionals the much needed international exposure. There began the journey of the professional consulting environment, which today is converting into a major movement.

Emergence of New Media

The growth of Cable and Satellite television “redefined” the horizons of PR professionals and now the emergence of the internet on your TV, PC and mobile phone is “re-inventing” the public relations landscape. Professionals are still learning to harness the power of ‘virtual media’ such as online journals and magazines, personal blogs, podcasts, community radios, and other fast growing ‘social media’ like facebook, orkut, flickr, etc., etc. The internet has created an ‘inflection point’ for the industry.

Rise of next generation communicators

A significant social pointer of change and innovation in India over the last decade has been the emergence of youth power in a very casual but powerful manner wherein the young India is becoming its own voice, ready to forge new territories and paths without necessarily waiting to be guided by experience of age.

It is no surprise that, Public relations is also seeing the emergence of the next generation of corporate communicators and agency leaders keen to be seen as playing a critical role in the fast changing Indian socio- economic firmament to raise awareness, provide credibility, reach far flung influencers and engage stakeholders in an open and honest manner; and maintain transparency and truth at all times.

I believe that the heart of the industry is in the right place, however it needs to display greater application in converting its intent into action.

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Tags: Public Relations, public relations practices