Paresh Chaudhry, CEO of Madison PR, believes in being a brand manager for the agency’s clients, as well as a 24-hour communication partner. Chaudhry, who had earlier stints with Reliance Industries and Unilever South Asia, talks to IMPACT about the fundamentals of effective communication
Q] You carry out the corporate communication as well as PR role for many of your clients. How do you put out PR, that well, does not look like PR?
PR is really a subset of 360-degree corporate communications. Unless we are equipped with expertise and experience to strategize and execute a comprehensive reputation approach, PR will be reduced to chasing media and generating lumpy dossiers, which may not connect with the TG. We have consistently been business communication partners to every client. In fact, at Madison PR, we changed all team designations two years ago to Brand/Business Communication Executives/Managers/ GMs, etc. Getting involved at the strategy stage helps us create very unique and effective brand properties. Converting PR Managers to Brand Managers is yielding qualitative results in terms of stakeholder delight.
Q] What has been your experience of working as a communication expert in the industry when much of the action has moved to the social media space – which can have both positive and negative virality about a brand’s message?
The fundamentals of communication revolve around industry knowledge, being a brand manager yourself, combined with high levels of integrity and ethics. Traditional PR and social media are a part of the communication mix. Indian consumers are much more aspirational today than earlier and it’s critical to understand the effective usage of social media. The recent survey published in the Holmes Report clearly pointed out that 92% of all PR respondents still believe that traditional PR is the biggest Influencer in the mix. Having said that, no agency or corporate communication professional can escape the growing influence of the young India consumers. Social media is one of the elements of communication strategy and almost all good PR strategies and plans have social media woven into the mix.
Q] You are up against huge competition, with many PR agencies in the industry being supported by their multinational parents. What is toughest about winning business in such a scenario?
The focus at Madison PR has always been to do good quality PR work for a set of blue chip clients. Our philosophy is to genuinely help our clients and be their trusted partners and advisors in the corporate communication space and help build brands through PR. Our new business strategy is to focus on delighting our current clients with award winning work that delivers business results. Madison PR last year was the most awarded PR Agency in the country.
The issue is not about competition at all. India’s growth story is back and we are being approached by many medium to big sized companies for mandates. During 2012-13 we won 48 new clients, bringing the tally to 81 new clients in the last two years. Existing clients have also reposed their faith in us and there has been a reasonable increase on retainer fees. This is a great indicator. The industry needs good talent and we need to ensure that we continuously build capabilities, so that PR managers become brand managers and think and act like CMOs/CEOs. While MNCs bring in processes, they are mostly run by Indian Managers. Madison PR has adopted key learnings through consumer and channel insights and focused on strategic value addition. We have been the fastest growing agency in the last two years, growing at about 30% year on year. Clients need a reliable and experienced communication partner.
Q] Tell us about your experience of working with big ticket clients such as Godrej, P&G and Britannia... how do you make sure that their business goals are aligned with their communication?
Large companies value communications and understand the impact on their overall business and reputation. It’s always easier to work with such organizations who have clear cut goals. As their partner, we need to continuously align their medium to long term goals with our communications strategy for their company and brand communications. India is ‘30 Indias’ rolled into one. Each market segment would need a customized approach. Deep market and consumer insights enable us to align the client business goals with the desired outcomes.
Q] How do you manage a crisis? Tell us about your experiences in crisis management over the years.
As a communication head for Ranbaxy, HUL and RIL, I have learnt that mapping and managing ‘issues’ is a lot easier than reacting to a crisis. A pro-active approach to all risk assessment factors to an organization helps to reduce the chances of a full-blown crisis. Being available 24x7 and following the crisis manual to the T helps in damage control and can turn threats into opportunities. From managing FDA-related issues in Ranbaxy in early 2000, to dealing with activists at our Tea Gardens at Levers, to managing the gas disputes at RIL, the single-minded approach must be to share the right information consistently with a compassionate and honest mindset.
Q] What are some of the innovative solutions you have provided to clients? Can you talk of a few case studies?
To mention just a couple, Ariel: Largest Laundry Lesson and Puma: Running with Mobium. The first was a media event with celebrities Raveena Tandon, Saakshi Tanwar, Madhoo and Rituparna Sengupta, organized to highlight the superiority of Ariel’s one wash technology. It achieved a Guinness World Record for the ‘Largest Laundry Lesson’ as 282 women from across India gathered to learn how to remove stains in one wash. The campaign generated media worth $1.4 million with over 415 MM impressions and over 152 clippings across Print, TV and online media. The second one’s objective was to make the sport of running synonymous with brand Puma and launch Puma’s performance category in an impactful manner. The strategy was to achieve the ‘5Es’ of running via events, experience, exclusive, experts and education. The campaign achieved Rs 11 crore worth of earned media exposure across all media. All pairs of Mobium were sold out in the first season and the brand achieved maximum PR visibility with low spends.
Q] What are the three must-haves for a new recruit at Madison PR?
Passion to build brands, honesty and high levels of integrity.
Q] Personally, what are your strongest beliefs as a communication expert? Can you recount an instance where your belief has stood you in good stead and proved beneficial for a client?
The strongest belief is the belief in yourself and the team to provide the right advice at all times. Many a time, clients take conservative views and understandably lesser risks… It’s up to us to put our foot on the door and to ensure that they follow through. Media and consumer dipstick studies help in strengthening the proof points for strong decisions. I can cite many examples, but would refrain from stating the client.
Q] What are the issues that bother the PR industry today, solving which would make the business of communication smoother?
PR is a loosely held word and in some parts of the country, a bad word. Spin doctors, bluffs, overpromising are some of the synonyms related to PR. Companies that have seen the real value of Public Relation agencies turning into business communications partners have greatly appreciated the ‘earned media’ value that we bring to brand building. Agencies will have to evolve to becoming the extension of CEO and marketing offices and be ‘always on’ to the fast changing external environment. At Madison, one of the biggest KRAs is regular consumer and market visits that enable professionals to ideate and bring alive strong activations on ground. Qualitative engagements with the media are critical rather than a blind press release approach. Talent, of course, is scarce, but if anyone has passion and integrity, we can always build their capabilities. I’ve recruited many non-PR professionals in the area of CSR, sustainability, brand marketers etc., who bring a fresh perspective to brand teams.
Q] What trends do you foresee in the coming year for the PR industry in India?
The industry is poised to grow significantly. Leadership must focus on nation building through quality brand communications. Social media will grow significantly and everybody needs to adopt, adapt and change with times. Hopefully, the next decade will drive growth through good governance and the need for professional communication partners will be even stronger. We must enhance our communication within the industry and engage so as to share the excellence on the brand building methodology through an ethical approach. In short, we need to build our own reputation.
Q] What would be your growth targets for 2014-2015?
We intend to grow over 40% in the coming fiscal. This is on the back of a significant 30% growth over the last two years (YOY). Madison PR has added key clients in the Lifestyle, Luxury, FMCG, Pharma & Healthcare, Technology and Entertainment sectors. Our focus will continue to be the best in class and first choice agency in these verticals.
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