Evaluation & evolution are important for future growth of the PR industry: Vineet Handa

Vineet Handa, Founder & CEO of Kaizzen, talks about his journey in the PR industry, the changes he has witnessed and the advent of newer technologies

e4m by Nafisa Shaheen
Updated: Nov 9, 2019 12:45 AM
Vineet Handa

An entrepreneurial venture of Vineet Handa- Kaizzen offers creative solutions for various business challenges in the traditional media and the digital realm. Kaizzen integrates technology with traditional media to bring ideas to life, drive ROI and engage the customer at every turn.

Handa brings rich experience in Public Relations, Operations, Investments, Business Development and Management. At various stages of his career, Handa has projected great responsibility and expertise in handling prestigious relationships and projects for the government and various organisations

An insightful interaction with Vineet Handa- Founder & CEO at Kaizzen on the changing scenario of the PR industry, the advent of newer technologies in the industry and how the industry has changed.

Edited Excerpts

How has your journey in the PR industry been?

I started this 20-year journey in Public Relations, Brand Communication and Outreach, with ABCL way back in 1997. Before starting Kaizzen, I was an Associate Director at TERI (The Energy and Resources Institute), Delhi for 2 years and held various senior positions at Genesis Burson-Marsteller and CMCG, which are two of India’s leading communications companies.

My entrepreneurial journey began as the Founder of Kaizzen in 2008, with the aim of bringing a new dimension to the communications realm and providing value to companies. My quest for entrepreneurship was once again realised in 2009 when I founded another successful company specialising in experiential marketing and events management in called Craftsman Solutions Pvt Ltd. The year 2017 marked the beginning of yet another venture in the form of a young and emerging advertising firm called OFactor Communications.

With the learnings from these three successful ventures and decades of experience in the field of communications, I took lead in a study project with EY (a leading consulting firm) on sports development and its impact on livelihood in the North-East Indian states. In the entire course of my career, so far, I have had the opportunity to collaborate and work with some of the best in the business and provide value-added services to them.

How do you distinguish Kaizzen from other agencies working in the same domain?

We bring value on board for the clients we work with. Client retention and agility in work are our USPs and key strength areas, distinguishing us from other agencies. We have a client retention rate of 90% in the 12 years that we have been in business. This can be attributed to the fact that even our people stay with us. I feel there is a huge correlation between a client and the people who service that client, after all, we are in the relationship business.

How do you make sure that the stories you create reach the right audience and are able to make an impact?

At Kaizzen, we feel that it is our joint responsibility to keep both the clients and the audiences happy and content. Our first responsibility is towards the client and what they expect from us. The second responsibility is the ultimate result that the client is looking for through this association. The right equilibrium between deliveries and commitments is the success mantra. 

What has been the growth spectrum for Kaizzen along the years?

The last 3 years have been phenomenal for us. Kaizzen has been consistently growing over the years. We have grown approximately 70% in the last FY. Now we have 3 offices in India ie, Delhi, Mumbai, and Bangalore. We expect to grow with a healthy growth rate in coming years.

How are communication agencies leveraging Big Data, AI and other new generation technologies?

Technologies such as AI and Big Data are making a breakthrough in every sector today and our industry is not excluded from this development either. As around the world, things are witnessing a paradigm shift. In India as well we have started seeing some movement in this domain. For instance, with the help of AI, a communications agency can get access to an unprecedented amount of consumer data. This and the fact that ML algorithms can track the effectiveness of any campaign undertaken for a brand will further help tailor future campaigns to the brands’ needs. This will, in turn, improve client satisfaction, brand reach, and ROI. The bottom line here is that we need to get future-ready as “evaluation and evolution” are extremely important now, more than ever.

With the coming of the Internet, communication has undergone a massive shift. Can you tell us about the challenges and opportunities that the Internet has brought along for PR professionals?

There have been both positive and negative changes in the Internet era. For example, communication has become easier and faster. It is now possible for us to reach audiences which would have seemed impossible earlier. However, the biggest negative impact has been the change in the attitude of people. I strongly believe that relationships are the core of our business and with the advent of technology, there has been a considerable decline in this very idea of the relationship.

What paradigm shift have you noticed in the industry?

I feel that PR has now become an industry that holds on its own. Technology has further helped in improving deliveries and measurability of impact. Now PR is no more a luxury but is must-have for the organisations.

What is the core problem that you find in the PR industry currently?

The core problem for me is a lack of the right kind of attitude in people. People have now become laid back in their approach which can prove detrimental to the normal functioning of this industry. PR is a very dynamic and relationship-oriented industry and to flourish, the right kind of attitude and approach to work is extremely important.

How has your relationship been with exchange4media?

My relationship with exchange4media has been truly incredible. I have been associated with e4m since its inception. I always feel that exchange4media has helped the industry a lot to grow for future challenges. I would like to congratulate the brand on completing 10 years of IPRCCA.

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