Thu, Jul 27, 2017 | updated 12:15 PM IST

Public relations integral to brand communications, says PRCAI

Updated: Sep 23, 2016 18:11 IST      
Public relations integral to brand communications, says PRCAI

New Delhi [India], Sept.23 (ANI-Newsvoir): The Public Relations Consultants Association of India (PRCAI), the leading trade association of PR consultancies in India, along with Feedback Business Consulting today released the country's first comprehensive report on the PR industry titled State of Indian Public Relations Industry: 2016.

According to the findings of the report, the industry more than doubled in size between FY08 and FY16 from Rs. 490 crores in FY08 to Rs. 1,120 crores in FY16.

The reports further states that the growth will substantially increase in the coming years and the industry will be worth Rs. 2,100 crores by FY20, almost double its present size.

Increased maturity in public relations has allowed the industry to become more integral to brand communications.

The survey also reports that the information and communication technology (ICT) sector is the biggest clientele for PR firms in the country.

The sector accounted for over 20% of the revenue generated by PR firms, closely followed by financial services and the FMCG sector which accounted for 12 percent and 9 percent of the revenue respectively.

The PR industry, which grew by 19 percent this year as compared to 13 percent last year, is on a strong growth trajectory and is expected to play a much more structural role in delivering brand messages. More brands are waking to the potential that PR has to offer and are moving towards it to deliver a unified message to all stakeholders.

Commenting on the findings of the report, Nitin Mantri, President PRCAI and CEO, Avian Media said, "Storytelling will be key for brands going forward. Delivering content - driven integrated campaigns which can engage and captivate varied audiences will be crucial to the survival of brands in the near future.

The sources of revenue in the industry have diversified beyond public relations and public affairs. New services such as digital and social media communications, along with crisis and CSR management, have enabled strong growth of the industry which is expected to double in size by 2020 and be worth over Rs. 2,100 crores.

Constant innovation and smart adaptation to the changing landscape are indispensable for PR firms today.

PR practitioners are also waking to the huge potential, majority of which is still untapped, that lies in the fast growing rural markets. Despite limited retail access, consumer demand is booming in these markets, being fueled by mobile transactions."

Commenting on the findings of the report, Deepak. H, Head Emerging Sectors BU, Feedback Consulting said, "Owing to the growth in the PR industry, there has been significant increase in the number of boutique firms, while consolidation is happening at the top of the pyramid. PR companies are positive about the future outlook of the industry and estimate a 15 - 16 percent year on year growth in the next four years.

Start-ups, Sports & Entertainment are seen as emerging business segment, while the industry is largely driven by the Services & Manufacturing Segment. The biggest and common challenge in the industry is acquiring the right set of talent and retaining them.

The talent gap is seen across the skill areas required in the PR industry. Research and Innovative lead individuals with marketing and Business Development ability are highly desired skills as indicated by companies during the survey."

While the core services - public relations and public affairs - continue to be biggest source of revenue for PR consultancies, together generating over 70 percent of the total revenue, the rapid growth seen at the digital and social media front is indicative of the changing dynamics of the PR industry. Brands are also fortifying themselves against possible negative consumer sentiment in the future by investing more towards crisis and risk management and Corporate Social Responsibility (CSR) management.

Clients today are slowly shifting towards a project based relationship with the firm over the retainer based model. While today 74% of the total revenue comes from retainer businesses and 26 percent from project businesses,this dynamic is expected to change in the near future. The increasingly competitive agency landscape and mushrooming of freelancers has increased the options for the brands.

PR consultancies have been pushing for more investment towards training and skill development to bridge the talent gap that the industry currently faces. Attracting, acquiring and retaining the right talent is a major challenge for the industry in the country and the firms have already spent over Rs. 10crore this year towards talent development to combat the issue.

Over 75 percent of the professionals in the coming years will be hired to cater to new and growing services such as digital and social media communications, risk and crisis management and CSR management. The industry currently employs over 7,750 professionals and 5-10% of this figure is added to the workforce every year. Most of this workforce is employed in Delhi and Mumbai, both of which continue to be the industry hubs in the country. (ANI-Newsvoir)

Tokyo [Japan], July 27 (ANI): At the NEC central R&D center, under the theme of creating promising and valuable solutions for the various needs of society, advanced research is conducted.

Full Story >>

New Delhi [India], July 27 (ANI-BusinessWire India):HCL Infosystems, India's pioneer IT services, solutions and distribution company, today announced its financial results for the quarter that ended on June 30, 2017.

Full Story >>

139 top posts lying vacant in various CPSEs: Supriyo

Updated: Jul 26, 2017 20:23 IST     

New Delhi [India], July 26 (ANI): Candidates from Public Sector Banks as well as Private Sector Banks having at least 15 years of mainstream banking experience of which one year at board level within the age group of 45-57 years are eligible to apply for the post.

Full Story >>

Govt. identifies 400 Benami transactions

Updated: Jul 26, 2017 19:44 IST     

New Delhi [India], July 26 (ANI): More than 400 Benami transactions have been identified since the Benami Act has come into effect, informed Minister of State for Finance Santosh Kumar Gangwar in a written reply to a question in Rajya Sabha on Tuesday.

Full Story >>

Datsun India launches more powerful redi-GO 1.0L

Updated: Jul 26, 2017 19:08 IST     

New Delhi [India], July 26 (ANI): Datsun India on Wednesday launched the highly-anticipated Datsun redi-GO 1.0L at Rs. 3, 57,333 with iSAT engine, which features more power, style and convenience for customers.

Full Story >>

New Delhi [India], July 26 (ANI-BusinessWireindia): Tata Capital through its skill development initiative 'ProAspire' - has successfully trained and placed over 3,000 underprivileged students across the country.

Full Story >>

DJUBO partners with i2e1 to make wi-fi management easy

Updated: Jul 26, 2017 18:09 IST     

New Delhi [India], July 26 (ANI): DJUBO, a SAAS platform for hotels launched another initiative in partnership with i2e1, a Wi-Fi management platform - the DJUBO MarketPlace, which is a curated selection of products and services integrated with DJUBO.

Full Story >>

GST reduces logistical costs; benefits transport sector

Updated: Jul 26, 2017 17:35 IST     

New Delhi [India], July 26 (ANI): The Goods and Services Tax (GST) has highly benefitted the transport sector by removal of inter-state check posts, optimizing the warehouse structure and bringing down logistical costs.

Full Story >>

New Delhi [India], July 26 (ANI): At USD 10.11 billion during Q1FY2018, inflows from foreign institutional investors (FIIs) to the debt market were the highest in any quarter during the last decade.

Full Story >>

New Delhi [India], July 26 (ANI-NewsVoir): Patriotic film Yeh Hai India has been making buzz for the last few months, especially after the launch of its motion poster. The movie has now been selected an official entry to the esteemed FOG film Festival. Following this, Yeh Hai India will be releasing in US on August 11, 2017. In line with this, the new India release date of the movie is August 18.

Full Story >>

New Delhi [India], July 26 (ANI-NewsVoir): SRM University, Chennai and SRM University AP - Amaravati have entered into a strategic partnership with the College of Engineering, UC Berkeley, through global partnerships with the Dado and Maria Banatao Centre for Global Education and Outreach from Berkeley Engineering (GLOBE), the Sutardja Center for Entrepreneurship and Technology [SCET] and the Jacobs Institute for Design Innovation.

Full Story >>

Remove barriers to PPP: FICCI-EY study

Updated: Jul 26, 2017 16:44 IST     

New Delhi [India], July 26 (ANI): A FICCI-EY study released at the inaugural session of the India PPP Summit, organised by FICCI in association with the International Chamber of Commerce (ICC) India, made recommendations asking for interventions to remove the barriers to purchasing power parity (PPP) and accelerate the implementation of its projects.

Full Story >>

New Delhi [India], July 26 (ANI): Paytm Mall, owned by Paytm Ecommerce Pvt Ltd delisted 50 percent of its logistic partners stopping deliveries to more than 9,000 pincodes out of 26,000 where guaranteed assistance in returns and replacements was not assured assuring superior consumer experience for all its clients.

Full Story >>

New Delhi [India], July 26 (ANI): After sacking at least 20 employees on Wednesday which resulted in a clash between security guards and employees at Vivo's assembling unit in Greater Noida, the phone maker has now alleged that the layoffs are in line with their business decisions and interests.

Full Story >>

Tata Motors launches commercial vehicle range in Philippines

Updated: Jul 26, 2017 14:47 IST     

Manila [Philippines], July 26 (ANI): Tata Motors on Wednesday announced the launch of its commercial vehicles range in Philippines to further penetrate the market through a distribution agreement with local partners Pilipinas Taj Autogroup, Inc., a business conglomerate engaged in the local distribution of motor vehicles.

Full Story >>

New Delhi [India], July 26 (ANI): Adding to the high-quality healthcare services it offers, DocsApp, a chat based healthcare platform that connects patients to specialist doctors in less than 30 minutes, has launched yet another noteworthy service targeted towards infants, children, and adolescents.

Full Story >> launches fully-automated 'Auto Invest' feature

Updated: Jul 26, 2017 14:24 IST     

New Delhi [India], July 26 (ANI): In a pioneering development for the country's fintech sector,, India's largest peer-to-peer lending platform has launched a new Auto Invest feature for registered lenders.

Full Story >>

Kia Motors Tours India to meet prospective dealer partners

Updated: Jul 26, 2017 13:54 IST     

New Delhi [India], July 26 (ANI-NewsVoir): Kia Motors is hosting a series of road shows around India to meet prospective dealer partners throughout August and September. The Korean car manufacturer is due to commence local retail sales during the second half of 2019.

Full Story >>

Mumbai [India], July 26 (ANI-Businesswire India): Pidilite Industries Limited, India's leading manufacturer of adhesives, sealants and construction chemicals today announced its financial results for the quarter ended June 30, 2017.

Full Story >>

New Delhi [India], July 25 (ANI-Newsvoir): AXELOS, announces the launch of PRINCE2® 2017, the latest version of world's most widely used Project Management Methodology in India.

Full Story >>