PRPOI

𝐂𝐨𝐦𝐢𝐧𝐠 𝐒𝐨𝐨𝐧: 𝐓𝐡𝐞 𝐏𝐑 𝐀𝐠𝐞𝐧𝐜𝐲 𝐈𝐧𝐬𝐢𝐠𝐡𝐭𝐬 𝐒𝐮𝐫𝐯𝐞𝐲 (𝐈𝐧𝐝𝐢𝐚 𝐄𝐝𝐢𝐭𝐢𝐨𝐧) 2024 A community-driven initiative by PRCC & PRPOI, this first-of-its-kind survey brings together the voices of PR agency professionals across India. This inaugural edition moves beyond conventional metrics,, it explores AI’s impact, career aspirations, and industry challenges—all shaped by those who drive the profession forward.  𝑺𝒕𝒂𝒚 𝒕𝒖𝒏𝒆𝒅 𝒇𝒐𝒓 𝒊𝒏𝒔𝒊𝒈𝒉𝒕𝒔 𝒕𝒉𝒂𝒕 𝒑𝒖𝒕 𝑷𝑹 𝒑𝒓𝒐𝒇𝒆𝒔𝒔𝒊𝒐𝒏𝒂𝒍𝒔 𝒂𝒕 𝒕𝒉𝒆 𝒄𝒆𝒏𝒕𝒆𝒓 𝒐𝒇 𝒕𝒉𝒆 𝒔𝒕𝒐𝒓𝒚 Tarunjeet Rattan | Nanda Padmanabhan SCMP® | Shailesh K. Nevatia | PRiyankita Praharaj | Vikram Kharvi

In case you needed another reminder not to use #AI when pitching expert commentary… Qwoted flags users when they’re caught submitting AI-generated pitches. This means that if someone spots you using AI, your profile gets marked for other journalists and #PR pros to see. We’ve already seen reporters publicly call out AI-generated pitches, but now platforms are starting to do something about it. And honestly, I’m not surprised. AI might be helpful for brainstorming, but sending unedited AI pitches is lazy PR. Journalists can tell. And now, in some cases, they’re being told. If you rely on AI to pitch for you, you’re missing the entire point of media relations. Do you think more platforms should be doing this?

PR has a PR problem. It’s still seen as a ‘step down’ from journalism. Some journalists who move into PR feel the need to explain their transition. And within the wider media/comms sector, there’s an outdated perception that PR is a ‘lesser’ career path. But PR isn’t just media relations. Nor is it a downgrade. It’s a strategic function spanning brand positioning, reputation management, stakeholder engagement, crisis comms, and audience-building beyond traditional media. If anything, PR demands just as much storytelling instinct, adaptability, and critical thinking as journalism… with the added layers of client strategy, business acumen, and strategic positioning. Sure, call me biased. But I'm keen to unpack why this stigma still lingers (objectively). Theories: 1. If PR is seen as ‘just pitching,’ it makes sense to believe traditional media holds all the power. 2. Journalism is often seen as mission-driven, while PR is positioned as commercial. But in today’s media landscape, both operate within business realities, from ad revenue and sponsorships to paywalled content and branded partnerships. 3. PR is sometimes dismissed as ‘selling,’ but at its core, it’s about shaping perception, building trust, and managing reputation. 4. While often framed as consumer-driven, PR plays a critical role in shaping narratives across corporate, government, advocacy, and beyond. Whoever still needs to hear this in 2025: A great PR strategy doesn’t rely on traditional media alone. So… 👉 have you felt the 'PR vs journalism' divide closing or widening?

PR industry in India has a value problem. Last week, a conversation with one of my industry colleagues made me realise the stark reality of how PR is widely perceived in India. For one of the feature rollouts the brand wanted to announce, she proposed avoiding a press release and rather taking a different approach. She sure had good reasons, but was met with the ignorant question “But if there’s no press release, the PR team isn’t doing much for the launch right?”. This mindset isn’t uncommon. A hard 20% of organizations in the country probably understand the value PR brings to the table. While I’m lucky to be part of this lot, the rest 80% still think we’re just a press release factory. What sets the 20% apart? They understand - Reputation drives market value - Crisis prevention > Crisis management - Strategic messaging shapes business outcomes - Media relationships are built, not bought - Communications is a business driver, not a cost centre It will take a village to reframe the conversation, but we must start now. TLDR; PR in India has a PR problem. #publicrelations #corporatecommunications

As a features and specifically an F&B journalist, I work very closely with PR professionals. There are a lot of templatised email introductions of clients that come my way through them. Most comprise information I can find with a simple Google search. But, there are some that truly knock it out of the park when it comes to presenting their clients. Let me list out what has led to story conversions for me. ✳️ When PR think like journalists: A random "Can you feature my client in your esteemed publication" often goes nowhere. But when a PR representative sent me a pitch on the architectural highlights of a new restaurant, with all key details and a set of images, much like how AD Digital likes it, I knew it would immediately be picked up and it was! ✳️ When PR lets you experience a place/event without the need for a confirmed story: Now I completely understand the MANY ways this may not be workable. Trust me, I do. This is more of how the long-haul game is played. A 4-day trip to Ahmedabad for the launch of a boutique B&B, but with an itinerary that showcased the city, in the context of the B&B, landed me stories in an international publication and 2 Indian ones, with the potential for more in the pipeline because the itinerary is an evergreen one and can be always relevant. A 3-day trip for a chocolate brand that showcased the customised process of cultivation and harvest of cocoa beans to its final use in the artisanal chocolate outlet yielded 1 international and 3 Indian stories as well. A 5-day trip (+2 more days because I always extend international junkets on my own dime to explore more) to Sweden on what was a food-specific itinerary gave me 9 stories over 1 year. None of the above asked for confirmed stories beforehand. The bottom line is that unless one experiences it, it is often hard to ideate with just an introductory pitch, especially the templatised ones. ✳️ When PR have clearly understood what independent journalists vis-a-vis a journalist on rolls can offer: For example: When a new restaurant opens, publications like to do previews before the launch date or within 2 weeks of its opening. Best done by a journalist working in-house. But, if the inspiration for the restaurant was a road trip that culminated in a restaurant, that would be perfect for the independent journalist looking to do a travel/food story. Independent journos are a good bet for a story idea that is not time-bound. ✳️ When PR folks track trends and let you know about them with their client + others in context: Sure, every journo has a beat, but not always are we aware of every trend or story possibility. So when PR folks spot something, bring it to our notice, with not only their client in perspective, but the names of a few more (since they are definitely tracking competition), it makes it easier to build a pitch faster and push it through the pitching process. Journos, what else has worked for you in your interactions with the PR fraternity? 

Brand Associate and Communications Associate are among the fastest-growing jobs in Bengaluru over the past three years, shows LinkedIn data. So, what the are the skills required to excel in these roles? “Focus on becoming an outstanding problem-solver,” says Nucleus PR’s Managing Partner Tarunjeet Rattan. Strategic thinking and storytelling skills are key to thriving in the Brand Associate role, shares Vineet Singh, Head of Brand Marketing and Communications at Pocket FM. Tune in for more insights on these two roles. And share your take — what skills can help you shine in Bengaluru’s fast-evolving job market? Check out the full list of Jobs on the Rise in Bengaluru here: https://lnkd.in/JOTR25BLR #LinkedInVideo ✍ : Dipal Desai 🎥 : Ajithesh Guru Prasath, Isha Chitnis, Rakshit Ravindranathan