The Public Relations Workshop
Thursday, November 2, 2000
Regency Ball Room-II
Hyatt Regency, New Delhi

Programme

8:30 AM

Registration

9:00 AM

Session I: Evaluating PR Performance

We know it works, but can we prove it?

Think about your last campaign. Was it successful? Did it work? How do you know? These are all questions every PR professional continually asks themselves or are being asked. A recent study in the UK found that less than a third of companies found that they were satisfied with their ability to measure PR’s effectiveness and only four per cent said that they were really satisfied.

Evaluation of PR performance is a common dilemma for all practitioners. Of all marketing disciplines, public relations has proved the most difficult to measure. Most PR practitioners profess that they could be more effective if only their activities could be evaluated better. Gut feel is no longer the dominant paradigm in the Indian market – knowledge has established its hegemony.  

Sankara Pillai, General Manager, Media Search Division, ORG MARG
Neelima Khanna, CEO, Carma International.

Both speakers will illustrate the scientific evaluation models recommended by their organisations

10:30 AM

Session II: Case Studies

This session provides a platform to share information among the participants on quantifying objectives, deliverables, the criteria and value of media evaluation, focussing on campaign impact research.

Harsh Sinha, General Manager HRD and Corporate Communications, SRF Ltd.
Nehal Medh, Vice President, ORG MARG

12 NOON

Session III : Newer Media Tools

The use of new media in PR and corporate communications is now well established. But are these new media tools replacing existing techniques, or will they combine with them? How can communications professionals make sound decisions about developing new media for their use? What are the corporate communicators looking for? This session will help corporate communicators gain an understanding of the range of applications of new media; achieve an appreciation of the key technical applications of new media; review the possibilities of the Internet for PR and corporate communications and more.

Jessie Paul, Brand Manager, Infosys Technologies Ltd.
S V L Narayan, Head Corporate Communications, Satyam Computer Services Ltd.
Yogesh Mathur, CFO, Gillette India Pvt Ltd.
Clive Crook, Deputy Editor, The Economist Group  

1:30 PM

Lunch  

2:30 PM

Session IV : Leveraging Brand Ambassadors for Effective PR

The deeper levels of branding carry a set of psychological and social traits, usually expressed through the brand personality. This expresses the main attitudes, values and lifestyle of the product/brand to the target audiences. In many brand communications this personality is visualised by using a well-known actor/ actress, musician or sports personality to endorse the brand. This enables the brand to travel easily across different national and regional cultures. The speakers in this session will elaborate how the support by brand ambassadors has helped in contributing to the success of a public relations campaign.

S Ganesh, Manager Sports Marketing & Public Relations, adidas India Trading Pvt. Ltd.
Suhel Seth, CEO, Equus Advertising 

4:15 PM

Session V : Role of PR in Brand Building

It isn’t enough to know what public relations is and what purposes it serves. To practice public relations, one must understand the process by which it operates. The development of this understanding can be regarded as a four-step process: Research, Planning, Action & Communication, and Evaluation. These four steps are essential to any effective public relations campaign. The speakers in this session will illustrate how their organisations effectively managed a national public relations campaign.

Ashish Mishra, Marketing Controller, Bacardi-Martini India Ltd.
Poonam Kaul, Marcoms Manager, Microsoft Corp. (I) Pvt. Ltd.

5:45 PM

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