Too many cooks spoil the broth

If you are in the business of PR and intend continuing in the line, you may want to know what's coming your way. The media landscape is transforming at a rapid pace. Competition is enormous and increasing by the day. No doubt, cost pressure is reflecting on the quality of newspapers, content in particular.ToI is a perfect example trying to thwart competition by ethical as well as unethical means at the same time diversifying their interest by exploring various revenue streams - paid journalism included. That's just the tip of the iceberg. Consider other means of communication - podcasting, blogging, texting etc. While on the face of it, these modes will extend various media options for PR professionals, very soon this unpaid and convenient mode will engulf the urban population paving way for getting "news updates" (read corporate messages) as and when they desire.
For public relations professionals, these profound changes in media are both a challenge and opportunity. However, with traditional channels under siege, PR pros will need to embrace new skill sets and mind set to sustain growth. One leading PR professional offered the following tips to adapt to the changing scenario:
1) Retrain work force. PR should move away from "pitching the story" mentality. PR can be part of conversations on line. Pros have to be smart about subject and careful with facts because these discussions are always on the record.
2) Recognize the influence and credibility of blogs. David Kiley of Business Week wrote about Paramount Studios' success with a niche film, Hustle & Flow, which was promoted through music blogs and fan sites. Thirty five percent of moviegoers said they were motivated to see the film through discussions on line.
3) Experiment.
PR should be working with video clips attached to press materials to make it easier for bloggers in consumer technology to create v-blogs. PR should seek out innovative sponsorships with traditional media, including cross-platform content creation such as a discussion of real beauty, brought to you by HLL's Dove. The speed of information is now the defining parameter of organizational operations and change. And as those speeds increase, executives and entrepreneurs who understand how to manage information in the media will continue to see their stock rise.Put in its most simple terms, one bad move in the media today can be disastrous for a company. In two to three years, such a move might be terminal.PR professionals, because of their focus on positioning and the strategic relationships between brands and stakeholders, are in a unique position to capitalize on this opportunity.

Master Strategiser

Strategy I had earlier written is an oft repeated, more importantly frequently misused term. It’s a broad term, very powerful and encompassing the aspects prevailing in a strong movement towards a specified goal. The protagonist master minding the proposed assassination of the Frensch President in Frederick Forsyth’s “Day of the Jackal” is a perfect example of a master strategizer. Closer home, the now “lesser-known” late Chief Minister of Tamil Nadu, K.Kamraj can probably be called a quiet strategiser. The way he steered the tumultuous parliamentarians after the sudden death of Nehru and Shastri to elect a new PM demonstrates the man’s credentials. One will brush aside his efforts. However, when the nation was gripped in the paradox of having to fight two wars, nature’s parsimonious treatment with absolutely no rains for two or more seasons and the demise of two noted leaders, somebody had to take the mantle to ensure smooth sailing. Mind you, this at a juncture when the citizens and well wishers had given up on India. K.Kamraj took the onus of electing a PM who could serve India at that juncture and the strategic decision was taken in favour of a young and authoritative Indira Gandhi.

Why make a fool

The BCCI seems to have a prolific PR executive. Just when Ganguly's rhetoric boomeranged and the subsequent debate about his inclusion in the team was hitting a crescendo, the "all's well" snap of the duo(coach and dada) appears on the front page of leading publications. Clever PR ploy. However, the publications that seem to have been gearing up for a series on Ganguly and his poor show on and off the field, aren't fairing well on PR front with this volte face. Why can't the media stand for a cause? Atleast take one stance...

Ad to fame

Everything seems to be getting increasingly commoditized. From the daily bread to application development for complex products/projects, the word is abuzz irrespective of locations – be it in the local bus or a mouth-wide-open looking Innova. A renowned filmmaker comments in his column that with cine actors endorsing products that they themselves wouldn’t see and know, the new commodity that’s being chased is fame. Interesting. Think for a second and the serial that comes between ads will remind you that the same face adorns different products – Santro, Videocon, Omega, LML, Pepsi, Sun Feast to name a few. One wonders whether the brand value has been build around the star or the star has been chosen for his/her compatibility with the brand value. Hitherto unknown faces also shoot to fame – thanks to local ads. Who can forget the kid in Daara. The product would have faded in the market place, not the kid.

If you have a pleasant face, you could crack the ad jackpot. Whether you languish in jail afterwards or frequents police station or the mafia…brand value has nothing to do with it.

Laggards and aspirants

Was in a discussion about various cities in India and their inherent strengths. Well, Delhi seems to have taken the first slot for aggression, at least amongst the majority of peers in my circle. Well, could be because of their strong association with the city and as for others, it's just influence and lack of exposure to any other place besides Chennai. However, Mumbai is happening and the torrential rains have only reinforced this fact. The sheer number of people and the business impact the rains had clearly demonsrates the city's commercial strength and the livelihood it extends to many.

And, the discussion stretched to places one should be in - well, I did hold this view sometime back when a very senior person indicated to me that it's not the place but it's we who have to change in order to embrace the culture to transform it to our advantage. Now, that's where the difference between a laggard and aspirant clearly emerges. Not a move to Mumbai or Delhi.

The perfect start

Mondays usually are sombre, one has to come to grips with the work schedule for the week. Atleast that was how life was until 3 months ago. Today, the week starts with a bang! We are required to effectively squeeze the creative juice out of us and lay down the framework for a perfect campaign - internal or external. And, Boy! don't I love it?

Thanks for the less intefereing boss who has or seems to have given me enough leeway to showcase my competence. Am glad, there is no trace of micro management around. Yes, the chap sitting next to me also reports to the same boss - he always has a glee.

The brief stint I had in a growing IT firm was my worst. The burden of satisfying mediocrity and living upto my boss's satisfaction was dreadful. To top it, I was required to churn technical as well as plain vanilla articles from morning till late in the night. Sedantry, mentally taxing because of dissatisfaction and unchallenging work - all put forth by a boss who wanted to showcase that the dept is laden with work to his superiors. The bottomline, stare at the screen for 12-14 hours without work and assimilate shit and vapour-ware.

Milk and water

Met an interesting person who shared with me an anecdote that's worth sharing considering its relevance in today's dog eat dog world. The king in a particular region ordered all inhabitants to pour milk in a giant tank located within the palace. Being lesser mortals, each of them sneered at the idea and thought of dishonouring the order. Their idea was simple - when the chap next to me pours milk, why can't I pour water instead? Who will know the difference? To the utter dismay of everyone, the tank was filled only with water.

Well, atleast one could have made a difference. That's the world. Time to wake up to make a difference.

The basic objective

Sometime back, well long time ago, I had decided not to delve or indulge in conversations about people whom I know or for that matter anybody. Quite surprisingly, the world around me seems to be abuzz with talks of people - only people. It's either Tom, Dick, Harry or more often me. The conscious decision not to ridicule people and the need to express my opinion somewhere directed me to the only channel - the blog. Yippee! Am free here. I'll rip apart everybody here including myself. Hence the blog - tomdickharryandme.

You speak or don't speak - people will be after you. There isn't any such thing in this world as truth, principle or belief. All you can do is lend a ear to the needy. You get some pompous speech, filth, blatant lies and free advice. Well, there isn't much we have to lose in that case, right? And, at the end of it, you make somebody glad.