Prof Wilcox Visit

Feminization of Public Relations Practice in US
Public Relations in America was the fastest growing profession with over 2.lakh practitioners working in several in-house public relations departments and public relations firms said Prof. Dennis L. Wilcox, former Director, School of Journalism and Mass Communication, San Jose State University, California. Addressing public relations professionals of Andhra Pradesh at a meeting organized in the last week of March in Hyderabad on the Topic “Overview of Public Relations Practice in US” Prof. Wilcox said 42 percent of professionals work in public relations firms while 22 per cent practitioners work in the corporate world. Only 3 per cent of total professionals in America work in government public relations.

This meeting was organized by the Public Relations Society of India, Hyderabad Chapter in association with Federation of Andhra Pradesh Chamber of Commerce and Industry, Public Relations Council of India, Hyderabad Chapter and Global Forum for Public Relations,

Another interesting feature of this discipline is the feminization of public relations practice in US wherein 60 percent represent females and 40 per cent males. More and more women are joining PR profession. Since management support has increased in tune with the global competitive marketing environment, a majority of public relations professionals report to top management, Prof. Wilcox added.

Tracing the history of public relations in US, Dennis Wilcox referred to the first public relations counsel of US as Ivy Ledbetter Lee who established a publicity bureau in New York city in 1904. Later, Edward L.Bernays who is regarded as the Father of Modern Public Relations, not only promoted public relations education but also the practice. With the support of pioneers, public relations in America grew through four models such as Press agentry, public information model, two way asymmetric and two way symmetric public relations model.

In his presidential address the Editor, Public Relations Voice described Prof. Wilcox not only as one of the 10 top public relations educators in US but also an international PR Educator who taught PR in about 10 countries. Dr.Reddi referred to the Triangle Public Relations Model consisting of Capitalist PR model of US, Socialist Public Relations Model of China and Democratic PR Model of India and observed that a time had come when these three models could be converged into a universal PR model based on the principle Think & Act Globally and Locally.

The FAPCCI President, Suraj Prasad Agarwal, who was the guest of honour said Public relations in India has bright future as our country belonged to democratic and development process.

Three PR professional bodies which have organized this function presented to Prof. Wilcox, the International PR Award for Academic Excellence in PR Education for his outstanding contribution to the growth of education and practice. Prof.Dennis L.Wilcox also addressed the students of Communication and Journalism of Osmania University on “Public Relations: A Perspective on the Global Landscape”

K.R.K Chary, A.K.Agarwal,. Y.Babji and B,K,Sarala Anand spoke on different PR professional bodies as fora to professionalize public relations in India.

Inputs from Dr.C.V.Narasimha Reddi Editor, Public Relations Voice

IMPACT OF GLOBAL FINANCIAL MELTDOWN ON INDIA: PUBLIC RELATIONS PERSPECTIVE

Dr C V Narasimha Reddi
Editor, Public Relations Voice

Two economic earthquakes that hit the world have not only shaken the economy of all the countries including India but also affected the stakeholders such as shareholders, employees, customers, investors, and regulators. Credibility of financial institutions is in a great crisis.

The Global financial meltdown in the United States of America was the first economic earthquake that resulted in the bankruptcy of many investment banks like Lehman Brothers, American International Group etc. As we are in the era of Globalisation the bankruptcy of American banks, financial institutions have globally disturbed many banks, financial institutions in Europe and other countries including India. If US Government came forward with a recovery package of 700 billion dollars, Indian Government also announced economic stimulus packages as to increase the liquidity of banks and remissions in import and export duties.

The second economic earthquake that hit India in which Rs.7100 crore Hyderabad based Satyam Computer Services fraud, the biggest in the world surfaced. Can we imagine that Rs.5040 crores were shown fictiously as if cash in hand and in banks and dubious deposits worth crores of rupees were created? All these falsifications were nothing but to show profits and gain share value.

Globalisation:
What is globalisation?
Globalisation is the integration of trade, finance and information into a single market. It has both advantages and disadvantages. However, the Global financial meltdown is not only confined to US but it has spread all over the world including India. What is the impact of global financial meltdown on India?
· Experts in the economic field feel that 2009-2010 would be a different year for India.
· The GDP growth that was expected at 9% has come down to 7.1%
· There has been a credit crunch. The liquidity of banks has come down to provide credit facilities
· Low occupancy in hotels, airlines
· As many as 1600 subhiksha outlets are being closed
· Outsourcing has come down. Even US President, Barrack Obama cautioned his country that their companies must reduce outsourcing
· Our imports and exports were adversely affected. About 20 lakh people lost jobs and another 10 lakh are like to lose jobs
· About one-lakh H1B visa holders of India in US are in distress
· Stocks have become cheaper and shareholders have lost their share value
· Over dependence on IT sector has caused damage to India. We should have equally developed infrastructure

Crisis Public Relations
In any crisis, more so in a financial crisis when all stakeholders are affected, the importance of public relations communication increases to inform, educate and motivate the public and their role in solving the crisis. Public relations is the chief window of the organization through which inflow and outflow of information is managed.

In this financial crisis the role of public relations is four fold –
(1) To respond immediately to the media as to provide full information on crisis and also on salvage package
(2) To respond to the problems and aspirations of the affected employees. As many as 53,000 employees are involved in the Satyam computers scam
(3) To respond to shareholders, customers, suppliers, dealers, Government regulatory bodies.
(4) To make an assessment of the readers of the media, employees, shareholders and customers and keep the management informed so that policies could be evolved based on the pulse of the corporate public

In such crisis, what is the role of public relations professional? He should have been equipped with a crisis public relations plan for immediate implementation.

The basic principle in crisis public relations is “Expect the unexpected”. The following are the 10 point crisis public relations (1) Prepare crisis PR plan; (2) Prepare advance background information (3) Manage inside and outside two way information flow (4) Establish a crisis information center (5) Effective media relations (6) Issuing press releases giving official version (7) Project relief, recovery, rehabilitation measures (8) Crisis is no longer local, always local (9) Accuracy in information (10) Prepare a case study for future.

But in the present global financial meltdown, the public relations professionals have to acquire certain skills required to manage business and financial organizations.

Do you know? What SKILLS CEOs are now looking from their Chief Public Relations Managers or Chief Communication Officers? It is a big challenge. This challenge has to be converted into an opportunity to meet the present global financial crisis.

Authentic Enterprise H.R. Company asked FORTUNE 100 CEOs as to what skills they were looking for from their chief communication officers? The CEOs said: That communication skills were no longer enough – everybody has them or should have. The CEOs made no mention of online media or social media. But what CEOs said: They are really looking for ‘business savvy communicators’ who have a detailed knowledge and understanding of the company’s business, be its markets and its finances.

If you don’t understand the intricacies of the business you cant represent the company to the outside world. This is a challenge for PR professionals.

What is needed today? You need to brush upon your business marketing and financial skills to communicate well.

It is high time for PR professionals to put away their aversion to finance and learn how to speak (1) The true language of business (2) The language of money (3) The language of credibility.

Those who master this new world order of business and finance will be rewarded with enormously in terms of pay, prestige, recognition and advancement. The notion of the communications officer (generalist) who lacks strong financial understanding will die out.

Great wall of China between internal and external publics keeps two sides dark. With new skills these two paralleled lines, which are separated, must now be linked and coordinated for better understanding.

ARTICLE

Public Relations - comprehensive education
Y Babji
PR Practitioner & Teacher
Any profession, be it Journalism or Public Relations must have a technical basis or body of knowledge to distinguish it as a profession, distinct from others. Though Public Relations profession in India has grown, it is yet to gain identity as a strategic management discipline. Therefore, Indian Public Relations today requires a body of knowledge, professional skills, professional literature and research. Such a body of knowledge in the shape of public relations education will facelift the profession on par with engineering or management disciplines.
“There is a yawning gap between PR education and PR educators on one side and the Industry on the other”, observes Dr C V Narasimha Reddi, a legendary personality in Public Relations profession. He stresses that “(a) Professional education, (b) Continuing professional development training and (c) Research together becomes a matrix that is essential for growth of PR discipline”. His observations on the upswing in public relations activity in every sector demands the growing need for qualified PR professionals and this demand and supply are like testimonials for the present as well as for the posterity.
This kind of a situation is not exclusive to India. As far as PR profession is concerned, the situation is similar even in advanced countries as pointed out in the recent reports of Global Alliance and of a Commission on PR Education in USA. In western systems of education, there are “major” subjects to specialize along with ‘minors’ at certain levels to keep pace with trends and requirements. To some extent, corporate/private colleges in India whose business is to sell education are able to offer such kind of courses. They can even fly the faculty from different parts of the Globe. But the fee is prohibitive. Can an ordinary student who aspires to prosecute such studies afford to it? After all, ours is a welfare state. Indian Universities, on the other hand make efforts sincerely to update patterns of courses, structure of syllabi etc but by the time these things could take a shape, they become out-moded, yet relevant, because Indian system of education is wholesome at every level. For example, if PR is to be taught even at post graduate level, a dose of history, a dose of economics, a dose of management, a dose of media, a dose of masscom, a bit of ethics, a dose of sociology are also taught to give an idea of closely as well as remotely related subjects. Because of this, India is able to produce both generalists as well as specialists in every field of knowledge.
In terms of employability, those who roll out of corporate colleges with Pg Certificate or Pg Diploma of 9 months or 12 months duration either in Journalism or Masscom or Public Relations are acceptable to industry to the extent of 95%. The simple reason behind this is ‘what a candidate possesses is what Industry expects’, a mere stylish communicative English and a few personal selling techniques. Are we mis-judging the Industry expectations? This is a debatable issue.
Faculty
When we talk about PR Educators and their suitability we have to be prudent. The permanent faculty in Universities and Colleges is insufficient. The right kind of visiting faculty is scarce. Can any PR practitioner, public or private, whose economic objective is different, spare an hour a week to teach? The remuneration offered by the conventional universities is less than the travel cost of a shuttle. Only those who are committed to teaching and committed to profession are doing it for decades and producing excellent PR managers. It is nothing but ‘devils chanting Vedas’ if an unprofessional teaches a subject that can be taught only by professionals.
Syllabus
There is a criticism that the syllabus for PR courses right from Certificate Course to Master’s Degree is repetitive. We read lessons about the Emperor Ashoka in primary classes. We also read about the same Emperor at PG level as part of Ancient Indian History. Repetition is neither wrong nor unwarranted. Course contents are not novels to impress or entertain somebody, but written to inform and educate the knowledge seekers. It all depends on how effectively it is taught and how interestingly it is learnt.
“Education begins when schooling ends”. “Teacher is a guide”. “Syllabus is a guiding light”. “The actual process of learning starts only after entering into the practical world”. To understand the above statements, have a look at the following explanations.
What is education?
Education is the learning of knowledge, information and skills during the course of life. Teachers may draw on many subjects, including reading, writing, mathematics, science and history. Teachers in specialized professions such as astrophysics, law, or zoology may teach only a certain subject, usually as professors at institutions of higher learning. There is much specialist instruction in fields for those who want specific skills, such as required to be a pilot, for example. Finally, there is an array of educational opportunity at the informal level- such as with museums, libraries and the Internet. Informal education also includes knowledge and skills learned during the course of life, including education that comes from experience.
Education is a broad concept, referring to all the experiences in which students can learn something:
1. Instruction refers to the intentional facilitating of learning toward identified goals, delivered either by an instructor or other forms.
2. Teaching refers to the actions of a real live instructor designed to impart learning to the student.
3. Training refers to learning with a view toward preparing learners with specific knowledge, skills, or abilities that can be applied immediately upon completion.
While so, PR education in India is at the cross road trying to find its way. Public Relations is being taught as one of the subjects of Communication and Journalism courses. A very few educational institutions offer exclusive PR courses.
AP Model PR Courses
Based on the initiatives of Public Relations Voice which has organised a Round Table on PR Education, the Andhra Pradesh State Council of Higher Education (APSCHE) has constituted an Expert Committee to revamp Journalism, Public Relations & Communication education for Andhra Pradesh. Three Subject Committees were formed for PR, Journalism and Mass Communication separately. These committees met several times, studied and recommended courses and model syllabi in tune with changed circumstances.
The State Council of Higher Education, has issued guidelines vide their letter dated 26th Feb 2009 for implementation of model syllabus and courses. So far as Public Relations is concerned, the following three courses have been recommended by the subject committee headed by Dri CV Narasimha Reddi. (The author of this article is a member of this committee)
1. BA with Mass Communication and Public Relations as one of the three core subjects – three years course
2. MCJ with Public Relations specialisation – one year course
3. MS in Public Relations – two years course
These three courses will have to be implemented by various Universities from the year 2009-10. These courses are to be called as AP Model PR Courses. National Councils of PRSI, ABCI, PRCI, GFPR may have to consider these courses together with model syllabi and recommend to their chapters in the country to take initiative to approach the State Councils in each State to adopt similar model. National councils may also approach UGC to issue guidelines to all the Indian Universities for introduction of these courses, in the interest of the profession.

What is Learning?
Learning is acquiring new knowledge, behaviors, skills, values, preferences or understanding, and may involve synthesizing different types of information. The ability to learn is possessed by humans, animals and some machines. Human learning may occur as part of education or personal development. It may be goal-oriented and may be aided by motivation.
Learning may occur as a result of habituation or classical conditioning or as a result of more complex activities such as play, seen only in relatively intelligent animals and humans. Learning may occur consciously or without conscious awareness.
What is Training?
The term training refers to the acquisition of knowledge, skills, and competencies as a result of the teaching of vocational or practical skills and knowledge that relate to specific useful competencies. It forms the core of apprenticeships and provides the backbone of content at educational institutions. In addition to the basic training required for an occupation or profession, observers recognize [update] the need to continue training beyond initial qualifications: to maintain, upgrade and update skills throughout working life. People within many professions and occupations may refer to this sort of training as professional development.
Some commentators use a similar term for workplace learning to improve performance: training and development. One can generally categorize such training as on-the-job or off-the-job:
1. On-the-job training takes place in a normal working situation, using the actual tools, equipment, documents or materials that trainees will use when fully trained. On-the-job training has a general reputation as most effective for professional work.
2. Off-the-job training takes place away from normal work situations — implying that the employee does not count as a directly productive worker while such training takes place. Off-the-job training has the advantage that it allows people to get away from work and concentrate more thoroughly on the training itself. This type of training has proven more effective in inculcating concepts and ideas.
Training differs from exercise in that people may dabble in exercise as an occasional activity for fun. Training has specific goals of improving one's capability, capacity, and performance.
What is Teaching?
In education, a teacher is a person who teaches. A teacher who teaches an individual student may also be described as a personal tutor. The role of teacher is often formal and ongoing, carried out by way of occupation or profession at a school or other place of formal education. In many countries, a person wishing to become a teacher at state-funded schools must first obtain professional qualifications or credentials from a university or college. These professional qualifications may include the study of pedagogy, the science of teaching. Teachers may use a lesson plan to facilitate student learning, providing a course of study which covers a standardized curriculum
What is Accreditation in PR?
One next step all seasoned practitioners should consider is earning the Accredited in Public Relations (APR) designation. Earning the APR certification is a proof of successfully demonstrated competency in the knowledge, skills and abilities required to practice public relations effectively in today’s business arena. The APR Accreditation is the only professional certification program open to public relations professionals. The Universal Accreditation Board (UAB), a consortium of 9 leading industry organizations, including PRSA, administers the Accreditation program.
"The value of accreditation is that at minimum it lets others know that you possess the skills required to be an effective practitioner and that you have a working knowledge and understanding of the profession and its development that sets you apart from others. To a prospective employer, accreditation signals your seriousness about the profession and that you possess a certain level of competency and preparedness." - Ted Richardson, APR Vice President, Corporate Relations United Insurance Co. of America
“APR is a symbol of professionalism. It demonstrates that individuals have the knowledge, ethics and experience that set them apart. It also demonstrates that they care about their own profession and that they are dedicated to enhancing their own personal abilities." - Joe S. Epley, APR, Fellow PRSA, Chairman and CEO, Epley Associates, Charlotte, NC.
Public Relations shall rest on its tripod of Education, Literature and Professional Organisation. Its trident weapon is Knowledge, Skills and Abilities. The triangle approach to professional advancement is through learning, training and teaching. Of course, Research, Accreditation & Achievements are the height of it. One who pursues all the above triplets would have educated oneself comprehensively in Public Relations and sure to find his place in the annals of PR History, just as Dr CV Narasimha Reddi did.
In fine, the future of public relations profession in India as discussed in this article is based on a 6-point formula – (1) Public Relations education (2) Public Relations Training (3) Professional skills (4) Research to measure PR programmes (5) Accreditation of professionals and (6) a strong professional body to promote all these attributes

Bird's eye view of 10th APPR CONFERENCE

10th ANDHRA PRADESH PUBLIC RELATIONS CONFERENCE – AN OVERVIEW
Dr. C.G.K. Murthy, IIS (Retd.)
The one-day tenth edition of the Andhra Pradesh Public Relations Conference and All India Competition of Video Productions/Websites/House Journals and Exhibition of House Journals had a flying start on 15th February 2009 morning at Hotel Green Park, Hyderabad. The theme of the Conference was “Impact of Global Financial Meltdown on India – Public Relations Perspectives”. Former Chief Justice of Karnataka and Former Member of National Human Rights Commission Justice Shri Y. Bhaskar Rao inaugurated the conference. Justice Shri Bhaskar Rao said on the occasion “The Government of India through its diplomatic channels must impress the foreign countries particularly USA where Indians having H1-B visa are losing jobs because of the global financial meltdown so as to enable them to have alternative jobs under Human Rights. Their survival in foreign countries is more important to us as they are losing jobs not for their fault but because of financial crisis.” Justice Shri Rao underlined the need for highlighting the consequences of the financial crisis that was affecting the Indian economy on the one side and the common man at the grassroots level on the other. Referring to the financial meltdown in USA Justice Shri Rao pointed out that people’s participation, transparency, responsiveness, accountability and free flow of information from organizations to the public are the key objectives of a good corporate governance that must be followed and this would undoubtedly help in avoiding scams and financial losses like the recent Rs. 7100 crore Satyam Computer services scam. Presiding over the inaugural session Dr. C.V. Narasimha Reddi, former Director, Information and Public Relations, Govt. of A.P said that keeping in view the present financial meltdown, CEOs were looking for three skills from PR professionals; they should be business savvy communicators who have detailed knowledge and understanding of the company’s business, its markets and its finances. Such PR professionals alone will be in a position to project the company to outside world, he added. Earlier Dr. C.G.K. Murthy, former Director of PIB and seminar director explained the objectives of the conference as to study the impact of meltdown on Industrial and financial sectors and reputation management in crisis situation. Earlier Shri N.L. Narasimha Rao, Conference Chairman welcomed the gathering and Shri K.R.K. Chary, Chapter Chairman extended invitation to the guests. Shri D.V. Subba Rao, Chapter Secretary proposed a vote of thanks at the end of the inaugural session. Messages were received from H.E. the Governor of Andhra Pradesh (A.P), Shri N.D. Tiwari; Chief Minister of A.P. Dr. Y.S. Rajasekhar Reddy; the Minister for Information & Public Relations, Govt of AP, Shri Anam Ramnarayana Reddy and the President of PRSI National Council, Dr. Ajit Pathak wishing all success for the Conference. Before the inaugural session the Chief Guest, Justice Shri Y. Bhaskar Rao inaugurated an Exhibition of House Journals organized in this connection and was all praise for so many number of such journals taking part in the exhibition and in the competition of House Journals.
The first technical session was chaired by Shri Kurup, DGM(Corporate Communication). LANCO Infratech Ltd. Shri Krishna Baji, past National Vice President, PRSI was the Convener of the session. Introducing the theme of the session “Impact of Financial Meltdown on the Indian Economy” said that PR is the face of an organization and what is to be told and what is not to be told in the public domain is always a dilemma in the PR world”. Prof. M. Venkata Ramana, Dean, School of Management, University of Hyderabad making a presentation on the theme said that during the last two years no economist or financial expert could predict about the impending crisis in spite of globalization and free flow of information and knowledge. He predicted that the impact of meltdown on India could be slow down of economic growth and fall in outsourcing, which may result in fall in salaries. He felt that India over depended on the IT sector and neglected the manufacturing and infrastructure sectors and the time has come to reschedule priorities in our policies. He felt that unlike India our neighbor China has got a robust manufacturing sector and has an industrious workforce. He therefore, suggested that India should inculcate work ethics of hard work and sincerity among its work force to tide over the crisis. Another keynote speaker Shri M. Somasekhar, Chief of Bureau, “Business Line” tracing the origins of meltdown said that indiscriminate sanction of loans, boosted valuation of houses have all led to the crisis in the US. He said the average US household debt skyrocketed to 25 to 30 times their paying capacity resulting in bankruptcy of major banks like the JP Morgan, Citi Bank, etc. Then the malaise spread to auto industry and spread like wildfire in to all sectors of the US economy, he added. He felt the Indian Banking sector is conservative and our banks lend money on EMI basis unlike in America and defaults are not so high as in the US. Referring to the Real Estate sector he said there was a realty boom and a massive exercise of convincing people to go for high cost houses was launched induce NRIs and IT pros to invest in high cost houses resulting in unrealistic growth in land costs. He said even in villages housewives read stock market that pushed the sensex to 20000 in just four years and all went down like a pack of cards when the bubble was pricked. He felt in a uni-polar world unless US economy recovers Indian economy will not progress at the fast pace registered during the last four years. Shri C. Ramakanta Sharma, Pas Chairman, PRSI, Tirupati Chapter and Shri Philip Joshua of Hyderabad Chapter were the discussants for the session. Shri V. Madhusudan, Vice-Chairman of the Chapter was co-convener.
The second technical session was chaired by Dr. K. Tirupataiah, Spl. Commissioner, Rural Development Commissionerate, Govt. of A.P. Initiating the discussion Shri Y. Babji, Past Chairman, PRSI, Hyderabad Chapter who convened the session said that PR being the face of an organisation, it is always difficult to face certain situations and inspite of dilemma before the PR functionary as to what is to be told and what not in the public domain, the only ethical option would be to tell truth. Chairing the session Dr. Tirupataiah said that the meltdown has impact on various sectors of the economy except the Public Relations, as they are being very much in demand being the fire fighters of corporate reputation in the current situation. Dr. Padmaja Shah, Head, Department of Communication, Osmania University in her first keynote address of the session said as a consequences of new economic policies privatization and phenomenal growth in media industries has taken place along with advertising and PR. She said large scale unregulated media was available for publicity that helped in large scale ‘management’ of media for better corporate image. She wanted to examine whether PR practitioners and PR agencies be licensed and subjected to a strict and imposable code of conduct. She also wanted to examine whether independent audit of corporate communication initiatives and media interventions like independent audits. She felt there is unsavory collusion and nexus between media and corporate communication, which was never mentioned, in polite company. She felt the unsavory collusion is causing serious damage to both PR and journalism professions undermining democracy and public interest. Another keynote speaker Shri S. Abhirama Krishna, Global Business Director, Satyam School of Leadership presented a case study of “Role of Corporate PR Communication during crisis” pertaining to the Satyam Communications the eye of the recent IT scam that shook the country. He said that since January 2009 there was a breakdown of trust and a massive effort was undertaken to rebuild the corporate trust and restore the confidence of the employees. He said a training programme was put in place in 53 locations to restore the confidence of the employees. Besides a number of initiatives with the motto ‘Communicate, Communicate, Communicate’ that included News today to scotch rumors afloat about Satyam, a face-to-face counseling called ‘minds of Satyam’, responses to employees queries including response about whether they get their salaries for the month by the first of the day, new board members speaking to the employees, etc. were set in motion. He called the entire effort CREED (Rebranding Satyam – What it stands for), SEED (Employees to people at large), NEED (Communication), RESTORE (Rebuilding trust), DEED (Leveraging technology, planet Satyam 24x6, Health, motivation, communication, trust, leadership talk, news today, etc.) and INDEED (Retention centered). The third keynote speaker Shri Mathew Joseph, Dy. General Manager of Andhra Bank said the Indian economy is on a sound footing and the current it more a psychological problem. However he was of the opinion that the crisis was the result of greed, avarice and excessive circulation of money. He advised the PR Communicators to better utilize the present situation, get equipped and trained for a better tomorrow. He felt the present time calls for transparency in corporate management. Dr. R.A. Padmanabha Rao, former Dy. DDG of Doordarshan and Shri Ibrahim Khan, Joint Director of Dept. Employment and Training were the discussants of the session. Smt. Mumtaz Fatima and Shri M.M. Ali were the co-conveners of the session.
The valedictory session of the Conference was held in the evening. Shri Potturi Venkateswar Rao, Former Chairman, Press Academy of A.P. was the Chief Guest of the function. In his address Shri Rao questioned whether PR only has taken the corporate image to the peak and then why it plummeted all of a sudden. He felt the Satyam Communication scam is more than an earthquake and the nation is unable to absorb the shock. He advised the PR Communicators to tell the facts to the people and felt if only the stakeholders were educated about the happenings; the Satyam scam would not have taken place. He questioned whether in the process of protecting the interests of the people what are the early warning signals and can PR do that job? In his address the Guest of Honor Shri M.G. Gopal, Secretary to the Governor of A.P. wanted the PR professionals to understand the implications of creating hype when there is no substance in what is being done by any organization. Such hype gets reflected in increasing the market capitalization and hence increase the size of balance sheets and artificial hike in share values thereby adversely affecting the gullible investors. He wanted the PR functionaries to transform themselves into cutting edge level functionaries who have an interface with consumers. in Dr. C.V. Narasimha Reddi felt that in the current situation the PR communicator should be better equipped with professional skills to build the corporate image. Dr. C.G.K Murthy, Seminar Director presented an overview of the conference. Shri N.L. Narasimha Rao, Chairman Organizing Committee explained about the All India Competition of Video Productions, Websites and House Journals. Earlier Shri K.R.K. Chary, Chapter Chairman welcomed the gathering and in the end Shri V. Madhusudan, Vice Chairman of the Chapter proposed a vote of thanks. Shri P.B. Raghavendra Rao was the master of ceremonies both for the inaugural and valedictory sessions. Shri Potturi Venkateswar Rao and Shri M.G. Gopal presented all India awards. “Elixir” of Dr. Reddy’s Lab, “RGIA film” of M/s GMR International Airport, www.drreddys.com bagged the best entries in House Journals, Corporate Video Productions and Websites respectively. A detailed list is given in this commemoration volume and also the inaugural address of Justice Shri Y. Bhaskar Rao.

10th APPR CONFERENCE IN PICTURES

AWARDS

10th Andhra Pradesh

Public Relations Conference -AWARDS

House Journal :
1st Prize
ELIXIR
Dr. Reddy’s Lab, Hyderabad

2nd Prize
SHREYAS
Canara Bank, Bangalore

3rd Prize
SAMASHTI
Nagarjuna Construction Company, Ltd., Hyderabad

Special Jury Awards:
1
Taarangan
Bank of India, H.O. Mumbai
2
Sahakara Saradhi
AP State Cooperative Bank, Hyderabad

Category awards
1
Best Message of Chief Executive
SHREYAS
Canara Bank, Bangalore
2
Best House Journal with coverage for Women.
STHANIKA PALANA
AP Academy of Rural Development, Govt. of AP
3
Best Newsletter
Singareniyula Samacharam
Singareni Collieries, Hyderabad
4
Best Journal devoted to Welfare of Employees
UKKUVANI
Vizag, Steel Plant, Visakhapatnam
5
Best Cover Design
HINDUSTAN PETROLEUM
M/s Hindustan Petroleum Corporation Ltd., Mumbai
6
Best Layout and Design
NMDC PATRIKA
M/s NMDC, Hyderabad
7
Best Photography
ELIXIR
Dr. Reddy’s Lab, Hyderabad
8
Environment
NIRJHARNI
NTPC Ltd., Bilaspur

Corporate Video Production:
1st Prize
RGIA FILM
M/s. GMR International Airport, Hyderabad

2nd Prize
Glimpses of AP, Tourism
M/s. Sajjala Creations, Hyderabad

3rd Prize
PUSHPAGIRI VYBHAVAM
M/s. Sri Pushpagiri Maha Samsthanam, Hyderabad
Special Jury Award:
JALAYAGNAM
M/s. Sujana Creations, Hyderabad
CATEGORIES
Corporate Social Responsibility
SIPAT SUMAN
M/s. NTPC, Bilaspur
2
Best CD focusing on Status of Women
SMART CARD
Commissioner, Rural Development, A.P. Hyderabad
3
Development Feature
ENERGISING VILLAGES
M/s. NTPC, New Delhi
4
Technical Content
NREGA-1
A.P. Academy of Rural Development Hyderabad
5
Overall Treatment
INTEGRATION OF COMMUNICATION TECHNOLOGY IN TEACHING – LEARNING PROCESS,
The Jain International School. Hyderabad

Websites :
1st Prize
http://www.drreddys.com
Dr. Reddy’s, Hyderabad

2nd Prize
http://www.rd.ap.gov.in
Commissioner, Rural Development

Special Jury Award:
http://www.apard.gov.in
AP Academy of Rural Development, Govt. of AP
http://www.nmdc-india.com
M/s. NMDC, Hyderabad


(D.V. Subba Rao)
Secretary, Hyd. Chapter

Internal Branding

Branding From the Inside Out (by Philip Joshua)

We spend days sometimes weeks developing our "marketing message." Examining and experimenting with taglines and logos. It's also not unlikely to spend hours of overtime determining our company colors before we set out to launch. There is however an area that is almost always forgotten in the planning phase of a new company or the restructuring of an old company. That area is training staff to understand and reflect our message and brand.
Truth is marketing starts from the inside out. Do your employees believe in your product and the services that you offer? Are they standing 100% behind you in the mission of your brand? Are they living your brand? It is important that your employees are informed and involved in new initiatives and strategies that are taking place within your company. If your staff is unable or unwilling to support your marketing efforts it can have detrimental results. How can you begin your internal branding campaign within your company?
· Step 1: Synchronize Your Brand Personality, Values and Corporate CultureYour marketing team should be working closely with your Human Resources team to ensure that the common values of your company internally and externally are in sync.
· Step 2: Get Your Employees Behind Your BrandAlign your criteria for recruiting and rewarding employees with the criteria of the brand value. Look for the right skills and aptitudes that will represent your brand promise effectively.
· Step 3: Reinforce and Repeatedly Explain Brand Values and BehaviorsUse your internal communication to reinforce and explain the values and behaviors that reflect your brand promise. Continuously do this until they become second nature.
If you thought the process of involving your staff was not important take into account that your employees meet, greet, and assist your customers in many different ways. They are the face of your brand. Engage your staff right from the start and encourage individual input. Use your staff as a focus group - after all who knows your clientele better than they do? By doing this you will not only get support from your staff but you will be given insight and ideas that you otherwise may not have considered.

Source:About.com