Seema Kundra, CEO, Lexicon PR & Corporate Consultants

Will we move from broadcasting to narrowcasting? Will mainstream media morph into consumer-generated media? Will we really be able to measure the impact of PR on company bottomlines? Will CEOs be rechristened as Chief Reputation Officers, thus giving PR professionals much to cheer about? The crystal ball is not working here! As long as free enterprise drives the economies of progressive nations, professional PR will continue to thrive and flourish.

e4m by exchange4media Staff
Published: Sep 20, 2008 12:00 AM  | 8 min read
<b>Seema Kundra</b>, CEO, Lexicon PR & Corporate Consultants

Will we move from broadcasting to narrowcasting? Will mainstream media morph into consumer-generated media? Will we really be able to measure the impact of PR on company bottomlines? Will CEOs be rechristened as Chief Reputation Officers, thus giving PR professionals much to cheer about? The crystal ball is not working here! As long as free enterprise drives the economies of progressive nations, professional PR will continue to thrive and flourish.

As CEO of Lexicon Public Relations and Corporate Consultants Ltd, Seema Kundra brings close to two decades of experience in advertising, marketing and public relations.

Since 1994, Kundra has worked with PR firms in Singapore, Hong Kong and Sri Lanka. Prior to joining Lexicon, she was attached to the United Nations as a Senior Communications Consultant. In her earlier assignments with different firms, she served as VP for Fleishman-Hillard Scothchbrook in Singapore and Hong Kong, Country Head for McCann-Erickson Public Relations in Sri Lanka, and Executive Director for Good Relations India.

Kundra has been involved with PR programmes for leading transnational and Indian organisations. These include Compaq Computers, Levis Strauss, Taj Group of Hotels, Amex, Elle, Coca-Cola, Castrol, Rolex, Singapore Economic Development Board, United Distillers, ESPN, TNT, Singapore Tourism Authority and Sri Lankan Airlines, among others, spanning diverse industry sectors. Kundra has a Post Graduate degree in English Literature from Delhi University, as well as a degree in Mass Communication from IIMC.

Speaking to Pallavi Goorha of exchange4media, Kundra talks about the PR industry in India, and the new challenges and developments in the field. Excerpts:

Q. How has been the growth of Lexicon PR this year? We have won many new businesses this year and have also expanded our scope of work with existing clients. I can sincerely say that we are in a very exciting phase and are attracting good talent and new businesses.

Q. How do you think has the PR industry evolved over the years?

The PR industry in India has traversed a long journey. From a time when PR professionals had to hard sell the concept of PR and its relevance, to a time when a large number of organisations recognise it as a key management discipline, it’s been happy tidings for PR professionals.

The evolution of the industry can be seen across different aspects. In the 1980s and early 1990s, Guest Relations Officers at hotels and PROs of public sector undertakings seemed to define opportunities in the public relations industry.

From PR being primarily an in-house function, it has evolved into a thriving consultancy practice. Advertising agencies began to offer PR services to their clients more as a support to their core competency and to prevent a client form crossing over to a competitor who offered PR services, and at times, gratis.

Around this time, we began to witness the advent of what was often termed as ‘standalone’ PR firms – those which were not aligned to advertising agencies. On another level, senior management started to recognise that corporate reputation management (CRM) required specialist skills and that the PR function could not be simply delegated to the HR or administration department, and thus that’s how corporate communications departments were created.

The role and significance of PR has grown tremendously and the evolution has just about begun.

Q. What according to you is the outlook of PR in India and globally?

As a relatively young industry in India, the outlook for our country is bright and at the same time, challenging. I see the next decade as bringing about far reaching changes in the Indian PR industry. Entry of global PR firms, industry-specific public relations, greater focus on PR activities other than media relations, will be some of the developments which will gather momentum.

On several fronts, the future is more about speculation and I doubt if anyone has ready answers. Will we move from broadcasting to narrowcasting? Will mainstream media morph into consumer-generated media? Will we really be able to measure the impact of PR on company bottomlines? Will CEOs be rechristened as Chief Reputation Officers, thus giving PR professionals much to cheer about? The crystal ball is not working here!

As long as free enterprise drives the economies of progressive nations, professional public relations will continue to thrive and flourish.

Q. Coming to broader issues, where would you say the PR industry stands today?

Speaking of the PR industry in India, we have seen the impact of globalisation on the structure, style and service parameters of consultancies operating here. The positive impact is that all recognised PR firms here follow standards of performance which can be definitely benchmarked against global ones.

Among the larger and more professional firms, there is a continuous effort to look at ongoing improvements across key aspects – strategy, career planning, client management, processes and systems, training, etc.

The PR industry is grappling with the changes which technology has brought about. Focus on online PR is increasingly gaining prominence and credibility in its own right. A subset of online PR is blogger relations, and the recognition of blog’s prominence and importance in the world of digital content is being seen here.

Q. In these competitive times, it has become very difficult to retain highly-skilled staff. What role can PR play in stemming attrition?

People retention is an issue facing not only the PR industry but almost all sectors. With a dynamic economy which provides multiple opportunities to professionals, this is a reality which we have to confront.

A professional and cheerful work environment, fair play, fostering team spirit, mentorship and training, opportunities for growth and skill enhancement, and incentives are some of the ways in which organisations can stem attrition.

Q. Would you agree that PR is primarily considered as only media relations? How can the industry move away from this common belief?

We have seen that in every industry, understanding of issues and subjects are different for different sets of people. It’s important to make this distinction.

There are some PR firms and organisations which focus on media relations as the most significant aspect of public relations. At the same time, there are a large number of companies and PR firms who recognise that while media relations is an important aspect of PR, there are many other facets to the discipline.

PR is a critical management function. An effective public relations plan for an organisation is developed to communicate to an audience in a way that it is inextricably linked with the organisational goals. And since the target audience is not limited to the media but also encompasses diverse stakeholders from opinion leaders, business partners, industry organisations, financial analysts to many others, it is imperative to keep the focus on all constituents which play an invaluable role in determining the reputation, and therefore the success of the organisation.

Q. Essentially, what is the key communication plank for Lexicon?

Lexicon has a very strong focus on strategy. For us strategy is critical to creating sustainable competitive advantage.

It’s my unwavering conviction that it is strategy, in tandem with operational effectiveness, which distinguishes excellence from mediocrity. In fact, strategy has become more necessary than ever, particularly for organisations which want to differentiate themselves from others.

Q. What has been your most exciting experience in PR till date?

It’s difficult to pick one exciting experience. However, if I were to pick an experience which I found personally and professionally meaningful, it was an opportunity to work on a programme for Rolex called the ‘Rolex Awards for Enterprise’. I have been associated with this programme for three of its series, the first when I was based in Colombo.

‘The Rolex Awards for Enterprise’ is a biennial programme which supports exceptional individuals from across the globe who initiate ventures that advance human knowledge and well-being. The five laureates receive $100,000 and a Rolex chronometer as international recognition.

By virtue of being associated with this programme I got an opportunity to meet exceptional individuals who beat all odds to achieve their goals. More importantly, their achievements are not driven by self-gratification but by a desire to make a difference to the community which they are part of. The experience was both humbling and inspiring.

I would say this was a dream project for me – the ability to work with one of the most reputed global brands and at the same time, in my own modest way, make a small contribution to a remarkable cause.

It also further strengthened my belief that businesses can achieve commercial success and at the same time, make a meaningful contribution to society.

Q. What are the new developments taking place in the field of PR? What are the future challenges?

Greater competitiveness, entry of more international players, focus on specific industry verticals, emphasis on research and training, harnessing new technology for public relations are some of the developments which are taking place in the field.

The ability to set yourself apart from other organisations, continuous improvements in knowledge levels and service skills, managing attrition, delivering on client expectations while sensitising them to the environment under which PR practitioners operate are some of the current and future challenges.

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Surabhi Patodia of Ola joins Practo as Head of Communications

Patodia served over three years at Ola as Senior Manager, Corporate Communications & PR

e4m by Ruhail Amin
Published: Feb 8, 2019 8:20 AM  | 1 min read
Patodia

Surabhi Patodia, former Senior Manager, Corporate Communications & PR at Ola has joined healthcare platform Practo as Head of Communications.

Patodia started her career in Communications with Adfactors PR, where she helped companies going to IPO with their communication plans. She then went on to be a part of Text100, India's premier Technology PR agency, where she worked with brands like Lenovo, Tata Power Solar, to name a few. She joined Ola in 2016, and was instrumental in building a strong narrative for the brand, across India and International markets.

Patodia holds PG Diploma in Public Relations & Corporate Communications from the Xavier’s Institute of Mass Communications, Mumbai and Bachelors in Business Administration from BIT, Mesra.

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IndiGo appoints Chhavi Leekha as Director, Corporate Communications & Brand Reputation

Prior to this role, Leekha worked with Nokia India as Head of Marketing and Communications

e4m by Ruhail Amin
Published: Jan 29, 2019 8:08 AM  | 1 min read
Leekha

IndiGo airlines, part of InterGlobe Aviation Ltd, has appointed Chhavi Leekha as Director Corporate Communications and Brand Reputation. Prior to this role, she worked with Nokia India as Head of Marketing and Communications. Her role included setting the direction and leading Nokia's marketing strategy, demand generations, brand strategy, event management, advertising, external/internal communications, corporate affairs &CSR.

Leekha has also worked with Uber India as Consulting Director of Communications and also served a stint at Spice Global as Group President, Brand and Corporate Communications.

Leekha has completed her MBA from the prestigious Narsee Monjee Institue of Management Studies and BA from Shri Ram College of Commerce.

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Aditya Birla Group appoints Sandeep Gurumurthi as Head of Corporate Comm. and Brand

Gurumurthi who was part of the core team that launched ET NOW stepped down from his role as Managing Editor in August 2018

e4m by Ruhail Amin
Published: Jan 22, 2019 7:45 AM  | 1 min read
SandeepGurumurthi

Aditya Birla Group has appointed former ET Now Managing Editor Sandeep Gurumurthi as Head of Corporate Communications and Brand.

Gurumurthi who was part of the core team that launched ET Now stepped down from his role as Managing Editor in August 2018.

He was associated with the channel since inception and besides anchoring breaking news and other special shows, he hosted ET Now's flagship debate show India Development Debate weeknights at 9 pm. 

Gurumurthi began his career with national broadcaster DD News, and prior to joining ET Now, he was associated with CNBC TV18,

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Yaap appoints Deepak Singh as Chief Creative Officer

Singh is one of the most awarded creative talents in the country and has won over 1000 national and international awards

e4m by exchange4media Staff
Published: Nov 1, 2018 1:30 PM  | 2 min read
DeepakSinghYaap

Rainmaker Ventures-backed Yaap, the digital advertising agency has appointed Deepak Singh as their Chief Creative Officer. Deepak will be based in the Mumbai office and will oversee all creative functions across the Yaap network in Mumbai, Gurugram, Hyderabad, Shillong, Dubai, Singapore & Jakarta.  He will report directly to the Board of Directors at Yaap. 

Singh is one of the most awarded creative talents in the country and has won over 1000 national and international awards at Cannes, One Show, LIA, New York Festival, Goafest, Adfest, Spikes Asia, Young Guns and more. He has also been on the jury of some of these prestigious festivals and led creative teams across agencies including Leo Burnett, Grey Worldwide, McCann Erickson, DDB Mudra, TBWA, Dentsu and The Social Street. 

For the past 3 consecutive years, Singh has led a young team from The Social Street, which has gone on to give an exhilarating performance. He has been instrumental in securing the Creative Agency of the year title for the agency, several times during 2018. 

Commenting on his new role, he added, “Saying yes to Yaap was actually not a very tough decision to make for me. Right from the time we first met, Atul had a clear picture of why he wanted to hire me. I am glad he has chalked out a much bigger role for me. Being a young and vibrant company with expertise in Digital Content, Design and Influencer Marketing, Yaap I believe will be a great learning experience for me. I’m raring to go “

Atul Hegde, co-founder Rainmaker Ventures added “Deepak is a welcome addition to the array of Partners we have at Yaap, which has a unique non CEO model, our aim as investors, is to ensure that we are able to attract the best & brightest of talent into the senior management pool at Yap. Within a short span of fewer than 3 Years, Yaap has grown into 70+ people across 7 offices in South East Asia, India & the Middle East and it was the right time for us to bring in a Senior Creative talent. I wish Deepak all the very best and I’m sure he will be a great asset to Yaap. “

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Leo Burnett India promotes Rakesh Hinduja to COO, West

He has been leading the operations of Leo Burnett’s head office in Mumbai as the Executive Director and Branch Head

e4m by exchange4media Staff
Published: Nov 1, 2018 9:06 AM  | 3 min read
RakeshHinduja

Leo Burnett has announced the promotion of Rakesh Hinduja to Chief Operating Officer, West. He will continue to report to Dheeraj Sinha, Managing Director, India and Chief Strategy Officer, South Asia and Rajdeepak Das, Managing Director, India and Chief Creative Officer, South Asia.

Hinduja has been leading the operations of Leo Burnett’s head office in Mumbai as the Executive Director and Branch Head.

Speaking about the elevation, Dheeraj Sinha said, “Rakesh is the perfect role model for the new-age agency we are building. His leadership on all the three parameters of People, Product and Profit has been stellar. Under his watch, we have consistently seen spectacular work that has won our brands market-share, and glory at platforms such as Cannes Lions, Spikes and Effies. He has delivered high-quality growth for the Mumbai office, leading the teams to win a new business almost every two weeks. The momentum and buzz at Leo Burnett Mumbai are palpable. Rakesh has been an amazing team player, helping push the Publicis Groupe’s Power of One agenda. Leo Burnett Mumbai’s contribution to our services such as Prodigious has helped Prodigious to become the number one ‘agency production house’ in the country within a span of two years. More than anything else, Rakesh has a never-say-die attitude and he always plays the game with a sense of camaraderie that we really value at Leo Burnett.”

In his new role, Hinduja will drive the Power of One agenda for Leo Burnett in the West. He will help build cross-platform solutions for our clients using our services in Entertainment (Publicis Entertainment), Content (Content Factory), Experiential (Arc Worldwide), Production (Prodigious), Digital (Indigo Consulting and Digitas) and Media (Zenith Optimedia, Ecosys and Beehive). He will lead all the functions of Leo Burnett Mumbai to create world-class work, build a high growth business and create a culture where people come to do the best work of their lifetime.

Commenting on Rakesh’s promotion, Rajdeepak Das said, “Rakesh is always there, backing great creative work and making integrated thinking happen for our clients. He has been an essential part of the journey to get where we are today. This elevation is much-deserved and will take all of us to greater heights.”

Talking about his promotion, Rakesh Hinduja said, “I am happy with my journey at Leo Burnett – a new-age, solution-providing ‘Wave 3’ agency. I’m proud of the brave we have work done and I am hungry for more. Hereon, there are a lot of exciting things to do and in quick time. I want to take a critical pause here to thank all our clients and the Burnetters for their belief in me.”

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Publicis India appoints Neeraj Bassi as Managing Partner & Chief Strategy Officer

Along with Srija Chatterjee and Bobby Pawar, Bassi will help in fostering collaboration and delivering on the Power of One synergy across the Groupe

e4m by exchange4media Staff
Published: Nov 1, 2018 8:55 AM  | 3 min read
NeerajBassiPublicis

Publicis India has announced the appointment of Neeraj Bassi as Managing Partner & Chief Strategy Officer. Neeraj will work from the agency’s New Delhi office. Along with Srija Chatterjee and Bobby Pawar, Neeraj will help in fostering collaboration and delivering on the Power of One synergy across the Groupe.   

With over two decades of professional experience, Neeraj has worked with some of the world’s most renowned brands including Coca-Cola, Asian Paints, Cadbury, BMW, KFC, Adidas, Samsung, British Airways, WeChat, Voltas, Audi, HSBC, Max Life and Tata Singapore Airlines – Vistara among others.

He joins Publicis after a brief stint as an independent Consultant where he provided strategic guidance and brand solutions for multiple clients across various categories. Neeraj has worked with some of the top market research networks such as TNS, IMRB, and NFO and led the Strategic Planning function in advertising agencies including Cheil, Ogilvy, JWT, McCann in India and abroad. Neeraj has also won multiple awards across reputed award festivals that recognise effectiveness such as Effies (India & APAC), AMES, WARC, etc.  

Announcing the new appointment and welcoming Neeraj aboard, Saurabh Varma, CEO, Publicis Communications, South Asia said: “In Neeraj, we found a partner with a shared vision of driving a deeper level of integration within the Groupe by leveraging the Power of One model. Neeraj’s vast experience and media neutral planning approach will help clients in building a holistic brand experience which will aim to create one-to-one consumer engagement, at scale. I look forward to working with Neeraj and wish him the best of luck.”  

Welcoming Neeraj to the Publicis family, Srija Chatterjee, Managing Director - Publicis Worldwide, India said: “Neeraj joins at a time when the Groupe is implementing a profound transformation which puts our clients front and centre of everything that we do. His wealth of experience of working across diverse sectors and with cross-functional teams will help build a narrative around our clients’ business and marketing transformation that connects data, content and technology in an omnichannel world. I’m excited to welcome Neeraj to the Publicis Groupe family, and we look forward to him riding the next strategic wave at the agency.”  

Bobby Pawar, MD & CCO - Publicis Worldwide, India added: “I’ve always believed great work is born out of a strong partnership between strategy, creative and clients. Neeraj Bassi has a history of creating strategic platforms that killer ideas can springboard from. His cross-platform approach to planning will also be a huge asset to our march towards the future of creativity. It also helps that he is fun to be around. I can chat with him for hours; the chemistry is very important when you are going to be more or less living out of each other’s metaphorical pockets.”  

Commenting on his appointment, and his plans for the agency, Neeraj Bassi said: “I am really excited to be part of Publicis India and looking forward to partnering Bobby and Srija to create stellar work that stands out in the market. Working with clients as an independent consultant has given me insight on the primary concerns of CXOs and how communication can help resolve them. Clients today need an omnichannel approach to planning that focuses on identifying and solving their business problems holistically, rather than getting trapped in a discipline-specific approach. I am fascinated by the way all Groupe companies have come together at Publicis to create Power of One, and I look forward to wielding this power to build successful campaigns for our clients.”  

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Airbnb appoints Google's Aristotle Balogh as Chief Technology Officer

Balogh formerly served as Vice President of Engineering, Application Storage, Indexing and Serving at Google

e4m by exchange4media Staff
Published: Oct 26, 2018 9:06 AM  | 1 min read
AristotleBaloghAirbnb

Airbnb has announced the appointment of Aristotle Balogh as Chief Technology Officer, according to media reports.

Balogh is expected to begin his tenure with Airbnb in November and will head the engineering and data science teams. He will also be in charge of infrastructure, information security and IT, as well as engineering for payments and community support.

Balogh formerly served as Vice President of Engineering, Application Storage, Indexing and Serving at Google, where he was instrumental in developing the infrastructure and data platforms of Google Search. He also worked as Chief Technology Officer at Yahoo and VeriSign.

According to reports, the company is expected to file for an Initial Public Offering (IPO) next year and Balogh's appointment comes at a time when Airbnb is still without a Chief Financial Officer after Laurence Tosi stepped down from the role earlier this year.

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