BY OLIVIER FLEUROT
The Public Relations (PR) industry in India is at a unique juncture. Poised to grow more than 20% for several years to come, it is also facing a host of challenges that could decide whether it becomes a truly strategic communications practice or slides into low-value execution-only mode.
MSLGroup India recently published the findings of a country-wide survey of PR professionals in its report ‘Public Relations in India: Inside the Industry’s Mind and the 2013 Outlook’. The findings showed that while the overall mood within the industry is bright, there is great awareness of the formidable challenges that it faces. The respondents listed five main challenges:
Media: This was the most critical challenge. From the sweeping changes that traditional media is dealing with to the emerging social media space, respondents were concerned with the rapid pace of developments. “We will face serious challenges if we do not adapt to the new media culture,” warned one respondent. The rise in the number of media houses, especially the mushrooming number of TV channels, and the increasing fragmentation of the audience were worries.
Digital competition: PR practitioners across all levels asserted that agencies would need to build digital expertise. This is because several clients now put digital at the centre of their communications strategy. While it offers a huge opportunity, it is also a huge change from the way PR works today.
Technology: Just as social media crept up on them, PR practitioners were unsure of what breakthrough technologies would emerge in the future and the impact that would have on the industry. Adaptability, they said, would become critical to survival.
Innovation: The next stage in the evolution of PR would revolve around innovation, most respondents said. They are under pressure, said many, to come up with “the next big thing” but there is a dearth of creative minds that can come up with path-breaking ideas.
Perception of the PR industry: This was a concern raised in the first edition of MSLGroup’s report on the PR industry released in January 2012. Too many people, it pointed out, thought of the industry as one large spin doctor or ‘fixer’. Not many understood its strategic value. Survey respondents – mainly senior level PR practitioners – felt that the problem is two-fold. First, it’s about creating awareness about the industry in the minds of potential clients. Second, there is a lack of understanding within the industry itself of market trends. As a solution, many felt that agencies should focus on branding within the industry, as well as on quality. Other areas to concentrate on included innovation and training.
Other challenges: Among the other pressing challenges, talent topped the priority list – especially among industry leaders – followed by the often tempestuous agency-client relationship.
I want to focus on talent because I believe it is a make-or-break issue for our industry. The industry is facing an acute talent shortage. As firms scramble for competent people, salaries get inflated. With fees already so low, profitability is affected. This demand-supply gap can only widen over the next few years.
If salary costs become prohibitive, PR businesses will suffer. This was underscored by the respondents. What was thought provoking was how they ranked potential solutions to the problem. It was revealing that raising salaries ranked lowest as a potential solution, while a structured, stringent selection process ranked first. Planned, consistent investment in training ranked second. It was obvious that money is not the main motivator.
The education system is not geared to the industry’s needs – this was highlighted in the first edition of this report too, and repeated by the survey’s respondents – and it’s time PR agencies collaborated with training institutes to evolve curriculum that makes their students employable. Several other industries in India – such as information technology – have collaborated with academia in the past and there is no reason the PR industry can’t do the same.
RECOMMENDATIONS:
The industry should standardize salary ranges. Incentives, such as stock options, need to be worked into compensation packages. Employee development is a priority, and it must be planned and communicated early to them. Mentoring is vital. It is up to agency heads to ensure that talented people have a go-to person within the firm. These mentors can help starters find their feet and share knowledge that would otherwise take months or years to acquire.
Training must be implemented at all levels. Seniors within the firm can be tapped for this, and external trainers hired when needed.
