According to a recent report released by the Public Relations Consultants Associations of India (PRCAI), the PR Industry in the country grew by 18% in the year 2017 with digital, social media and content-driven campaigns contributing as much as 29% of the revenue for the PR firms. (Source) The report further shows that the industry is expected to touch Rs. 2, 100 crores by the year 2020. Several sectors such as retail, automobile, and FMCG are currently the key revenue generators for the PR firms and are driving its growth.
Although the industry is witnessing a boom, the awareness about the industry and its services are still at a very nascent stage. In India, the industry is still budding, and its services are often confused with advertising. Consumed with securing coverage for clients, PRs are notoriously bad at promoting their agencies and are often underselling themselves. This happens to be one of the biggest dilemma PR companies are facing today.
The devotion to our clients and their products allows us to give the best in class service and deliver them adequate representation in their industries. However, the same is not repeated when it comes to service ourselves.
Today, Self-promotion for PR industries is just as important as securing successes for others. PRing in the current scenario doesn’t always refer to advocating for puff pieces.
An engaging video, content, online and offline social media campaign can not only help in getting traction for the company’s website but can also increase its awareness among the several stakeholders.
The world is moving beyond press releases and press conferences, and this highlights on the need for PR agencies to adopt an integrated approach to self PR. Taking measures to attract new audiences, building the reputations of our agencies, and increasing the understanding and awareness about the industry will also ensure in bringing an appreciation of PR as a whole.
Promoting our work also leads to better client relationships and helps in boosting the morale of the company. A case study on how an agency successfully managed a crisis if promoted across all media channels, for example, not only brings the agency in the limelight but also showcases the hard work and effort of the team, bringing them more recognition. Acknowledgment of the work done by the employees and their contribution towards the company’s success not only promotes happy culture in the company but also help in garnering the interest of the new clients and employees. Talent retention is one of the key challenges which the industry faces today and thus a ‘slap on the back’ by both the internal and external stakeholder’s acts as a confidence booster leading higher employee retention.
Experts in reputation management communications consultancy, brand building, content marketing, and social media, we as Public Relations representatives understand how the media works. It is time that agencies utilised these skills to benefit their organizations.
How should agencies adopt Self- PR?
- Allocating budget and resources for marketing the agency
- Brainstorm the story angles on which you like to promote your agency
- Sharing the success stories, media clips, testimonials and employee experiences on all the social media handles of the company including WhatsApp and Instagram
- Participating in industry stories if the company following unique employee-friendly practices, undertaking CSR activities and adopting any green initiatives etc.
- Making use of several innovative social media tools such as GIF’s, memes to put forward your views about a recent political, social or an industrial issue.
- Organizing summits featuring experts and leaders in the domain of marketing and
Communications to give insight to the people about the PR industry
‘If I were down to my last dollar I would spend it on public relations’ said Bill Gates. What we as the PR industry should realize is that he did not just mean it for his organization, but this is very much applicable to the PR industry as a whole.
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About the author:
Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.