Thursday, 21 December 2017

Measurement: The Core Value of today’s PR World

Public Relations (PR), an industry that has been there supporting the marketing world since very long but remained under the cover has gained much recognition and appreciation in the recent times. And with every passing year PR firms are proving their worth much more effectively in delivering credible and involving messages that are all a good mix of durability, effectiveness and  relatively cost- saving.  The long lasting, effective and being inexpensive combo offers a strong return-on-investment (ROI). And while working towards a positive ROI, PR professionals need to make sure they assess and measure their PR output and outcomes.
As measurement becomes the sole objective to be effective with in this hyper paced PR world, practitioners need to focus more on research and evaluation to set objectives, develop strategy, and improve performance over time. A number of concerns solved with research and evaluation are:
  • Validation of efforts: There is value in validating what one has in his/ her knowledge because one never knows that a PR success for them might not be a victory for those funding the program. In addition, one never knows what new facts and information one might learn that is both transformative and benefitting for their work.
  • Clarity of Objectives: The setting up of research and measurement criteria involves those present at the senior management desk thus confirming that the objectives adequately reflect the brand’s requirements. The defining process itself offers the PR practitioners an immense scope of learning and prioritizing experience.
  • Results lead to growth: The results of the research done to analyze the PR activities are not to be used as a measurement scorecard. Instead, it needs to be looked upon as feedback helping the professional in ensuring the delivery of a better PR results. 

It’s vital for the PR companies to advocate the ROI thinking in their PR professionals to ensure constant delivery of success amongst all the clients of the firm. Once the commitment to measurement gets developed then there is no looking back and the only destination for the PR journey is success and appreciation.

Why PR is the most reliable tool for NGO’s

NGO’s are the organizations which address certain political or social causes and operate independently without the interference of the government. The goal and objectives of NGO is never making profits, which gives them an inherent right to being credit worthy. You must be wondering that why would an NGO need PR agencies and PR services? To understand the answer to that question it is important to understand that work of PR agencies. Its primary work it to convey the messages of the companies to the general public, and influencing the public as per the demand of the company via an unpaid mode. Therefore, now it is easy to comprehend that the media relations firms choose the required media platforms to influence the people in such a way that they support the cause of the NGO.

There are various things that media relations firms can do as a part of their PR services to help the NGO fulfil its cause.

1.       Attract celebrities like actors and politicians
It is not hidden that actors and politicians are the most influential people around you. The bigger the actor, the more influential they will be. It is a great way to convey the message to a large group of audience. Today many actors and politicians are involved with NGO’s. Prime Minister NarendraModi’sSwachh Bharat Abhiyan is the biggest example of how they can influence the mindset of the people.

2.       Create social awareness-
The involvement of a PR firm makes it easier for the NGO’s to create a certain degree of social awareness towards the agenda they want to resolve. It is important for them to communicate the story of their establishment to the general public. Things like why it was formed, how successful it is and what it needs to be more successful. Till they are not able to communicate the message, nobody will be aware of it.

3.       Brand Awareness-
It is important for the NGO’s to get the maximum amount of public visibility. PR agencies help the NGO’s in building a brand and creating a brand awareness. If a better brand awareness is created, then the chances of getting a higher amount of funding increases which helps in faster growth of the NGO and helps in improving the lifestyle of the people who need the NGO

4.       Support of the Public-
An NGO is not made for the purpose of making profits. It is made to help and support the people. To carry out a big NGO, it is important to get the support of the public. If the public supports you in your cause, then half your battle is already won. But you can get that support, only if your PR agency conveys the correct message to the general public.

Delhi is the political hub of India which makes the branding firms in Delhi well aware of the methods of publicizing NGO’s. The branding firms in Delhi, know the importance of communicating the correct social message to the people. 

Monday, 27 November 2017

Why PR is the most reliable promotion tool for NGOs?

NGOs need some good amount of research so that they can promote their activities in such a way that it reaches the target audience that they are aiming at. PR agencies are the best options that the NGOs should rely on for promoting themselves much easier and in the very cost-effective way. There are so many advantages that they get with these agencies. Here are the ways they work the NGOs to reach their target audience.

NGOs should communicate by telling a story
Visibility us the major concern of the day and the NGOs need to make use of the best platforms to get the best image of their reach the public. The NGOs can grab the headlines and make the best out of what is available if they have a strong story. Brand awareness is the way of gauging the way target audience needs to know the brand. NGOs try raising the visibility of their groups like any other organization. The media relation firms can be of great help in getting this done much effectively.

Targeting Right Media Outlets
NGOs should know to find the best media outlets that they should make use of for getting themselves the exposure they want. It is always necessary to explore and find out the right reporters and journalists who are going to help this happen. Hiring the PR agencies is like getting away from all the hassles of finding the best media outlets and then providing them with the content that needs to be published in the media.

Differentiate between Message-Driven and Compelling Story
Every organization has its own way of positioning itself. The media relations firms help the NGOs in getting their story get the highlight that it needs so that it is much easier for them to grab the attention of their targeted audience. Choose the best options available so that it is possible for getting the best benefits and the exposure they need at much-reduced cost.

Identify the Spokespersons and Train Them
NGOs need to find the spokesperson there so that they get the right representation. The PR services even help in training the spokesperson identified by the NGOs. NGOs need to have consistent engagement with the major influencers, patrons and engage the media. The spokesperson should be really efficient, and they should be provided with the right training on presentation and professional media through which their messages are sharpened. The training makes them spokesperson deliver the message exactly in the way it needs to be. The branding firms in Delhi can help the NGOs in this attempt.

These are the best ways the NGOs get the help from the branding firms in Delhi so that it is possible for getting the finest way for reaching out to the society. The PR services should be made used by the NGOs effectively so that they get the best kind of results through them for the kind of exposure they are looking for.

4 Convergence Axes that transformed the PR World

Convergence, the latest buzzword in the PR industry that has phenomenally transformed the working scenario, needs not to be ignored at any cost. PR practitioners need to understand that the ignorance of the same will make them incompetent and irrelevant in the massively competitive PR world. The convergence that is happening on a number of axes and along with a number of technologies is not just changing the way people interact, but is also bringing a fresh zeal in the industry relationships, and new ways of doing work are erupting, breaking down the walls between disciplines, organizations and audiences. The PR Agencies in Delhi and all over the country are facing the extreme challenge of analyzing the current morphing trends and assessing what to include and what not to include. The challenge seems to be extreme, but if done properly can reap many great benefits.
Here are the four key areas facing convergence that is transforming the entire PR scenario thus changing the way PR services are being done:
1.      Media outlets and media sources
Today, PR professionals, as well as the clients they are working with, aren’t just restricted to the news spread off by the media houses to reach their audience; instead, they themselves are part of the mass media crowd. But this advantage of getting the right to be heard has not earned much trust from the media houses considering the increased number of fake news and credibility issues. The trust can be earned only through real and consistent behavior and not the verbal claims.
2.      Competitors and collaborators
The 21st century is witnessing the PR Agencies are coming together and collaborating with events and major clients. To earn the maximum of fruitful benefits, the PR Firms are even not hesitating in pairing up with their competitors. During several economic emergencies like that of demonetization and GST, the PR world witnessed many good collaborations breakdowns and may rival get closer to set the competitive bar a bit higher for others. To survive in this unpredictable environment, it’s better to not indulge in mouth- blabbering and concentrate on the growth of one’s own PR Company with the right measures.
3.      Physical and virtual reality Like other industries
PR and communication sector is also hugely affected by the convergence of physical and virtual worlds. Earlier the communication theory considered face-to-face as the most effective communication method, but with the website and social media craze hitting on all, online communication is taking centre even in the PR strategies. To go well with this convergence, one needs to strike the adequate balance between both, online and offline media and their respective strategies.
4.      Public relations, communication, advertising and marketing

Public Relations is a genre that is considered important since ages back in the business and marketing world, but it is still not clear to many that what actually it includes. While people were making efforts to ascertain the actual meaning of the term PR, further confusion seems to be triggered by the convergence of Public relations with communications, advertising and marketing functions. To clear out all the confusion and succeed the competition by including this convergence in the working, it’s important to focus on the basic and first principles of each profession to draw the line of differentiation.