Deepa Dey, Director, Corporate Communications, Apeejay Surrendra Group
Communication by definition cannot be restricted to media relations; we’ll have to find a way to capture the mind space without taking the media route. Media today is cluttered, has advertising barters and is dictated by page three brigades. The challenge lies in being able to create a brand that media will die to write about.
Communication by definition cannot be restricted to media relations; we’ll have to find a way to capture the mind space without taking the media route. Media today is cluttered, has advertising barters and is dictated by page three brigades. The challenge lies in being able to create a brand that media will die to write about.Deepa joined Apeejay Surrendra Group in 1994 as part of a two-member corporate communication team; today she is heading a sixteen-member pan-nation team. In addition to media relations, her team looks into advertising, internal PR, graphic/ corporate identity, overseeing relevant brand research, event management and aids internal training cells with relevant inputs.
In this session, Deepa Dey, Director – Corporate Communications, Apeejay Surrendra Group chats with Jasmeen Dugal on the role of corporate communication in promoting a diversified group like Apeejay, how a well-handled crisis speaks volumes about the corporation, the complexities of ‘boutique marketing’ in a nation that only understands ‘star ratings’ and more …
Q.
Do you personally feel that ethics in the PR business is followed in the true spirit?
Ethical codes are and will always be that of an individual. Collectively it will impact the profession and one going against the tide will stand out. It is important to do what you believe in and to be responsible for your decision.Q.
Apeejay has many diverse groups – tea, hospitality, finance, shipping and real estate. What is the role of corporate communications in promoting such a diversified group? Which area demands the most attention?
Communications was always a key function within the group; however, there was a need to make it more structured and cohesive. The corporate communication department was formed in 2000. In addition to media relations, the department looks into advertising, internal PR, graphic/ corporate identity, overseeing relevant brand research, event management and aids internal training cells with relevant inputs.
It is an integral part of all business areas and the team is available round the clock for all the various companies within the group. When I joined the company in ‘94, we were a team of two people in public relations; today the team has sixteen people from all over India. A large part of the direct interfacing with media has been shared with two agencies that assist us nationally for separate business.
Besides working on corporate identity and advertising related needs, conceptualizing and managing events take up a large part of our daily work. Strategic thinking on each brand and its impact on the overall image of the corporation is another important role that we play.
Q.
Besides corporate communication, what are the other activities undertaken to build and strengthen the Apeejay brand?
The Park Hotels, with operations in five cities, has long been the most visible face of the Group. In the last few years we have ramped our visibility through the Apeejay Business Centers in the four metros and Oxford Bookstores in Kolkata, Mumbai and Bangalore. New frontiers have been opened up by Apeejay Media Gallery in New Delhi; ensconced in Apeejay Technopark, it is the only gallery for new media art in India.
Q.
Has corporate communications been utilized as damage control in a crisis? Did this benefit the company and achieve the desired results?
Nothing in this world is perfect. There will be mistakes, and we communication professionals will have to address the problem by disseminating the right information at the right time and containing panic.A specially created ‘Crisis Management Manual’ is in use within the companies. It details all the necessary steps that need to be taken by each department. This has helped in resolution of testing situations. It is a working document that is revisited every 6–8 months. From where we are, we feel nothing can beat the truth. Accept your mistakes and address them. And go on with business as usual. There is no use being defensive as that makes others feel that the issue is more serious than it is. More often than not, these crises act as eye openers for the management who can then use them as corrective tools.
You speak volumes about yourself and your corporation in the way you handle a crisis. A well-handled crisis can actually enhance your reputation.
Q. What media mix has Apeejay been employing? Each company of the Apeejay Surrendra Group has their own needs and this has been kept in mind while devising media plans. For ‘The Park Hotels’ we use a judicious mix of print media – magazines for corporate brand building campaigns and local newspapers for tactical releases. In addition to this, we use outdoor in each city to promote the brand, a new outlet or a festival – depending on the need of the hour. Radio spots have worked well for nightclubs and all-hours outlets. All this has been supported by editorial coverage. The online booking number has been supported by an international tie-up with Design Hotels TM. We also do a consistent direct marketing exercise to our database.
Oxford Bookstore has been built on unique in-store branding and events, which have been supported by media coverage. Events are forums for direct interaction with our customers, sponsors and business partners. These allow for better understanding of each other's needs and go a long way to strengthen the brand. Focused and segmented direct mail exercise and generic e-mail blasts have also helped. We have used the advertising route only during a sale.
For the Tea division, in addition to the direct e-blasts to target audiences, we also look at relevant media opportunities. Regular tea tasting and brewing sessions at the various ‘Cha Bars’ have also helped us to connect with our audiences better.
Apeejay Business Centers depend a lot on direct mail exercises. This is supplemented by media coverage. Ads are restricted to listings in local guides and directories. Online portals have been launched with newspaper ads followed by outdoor and media coverage. Our financial services communicate through the outdoors – hoardings and kiosks.
Each company helps to co-promote the other corporations and this exchange of information and assistance has been very helpful in promoting the group.
Q.
Using corporate communications, how did you position 'The Park' as 'a luxury boutique hotel for corporate and leisure travelers?'
A ‘boutique hotel’ is a term referring to hotels designed with the same attention to detail that one would find in a specialized store or boutique that offers customized services and products. This trend started in1984 with the Morgans Hotel in Manhattan, and today the concept has spread across the globe. Several world-class and renowned hotels have helped to create this phenomenon in hoteliering, including The Raffles, Singapore; Royalton, New York; The Mercer, New York; and Costes, Paris.Distinctive architecture, unusual design elements, attention to luxurious comfort and other special touches characterize a boutique hotel, providing a richer and more intimate experience. At a boutique hotel, a traveler would never wake up wondering which city or hotel he is in, as each hotel has its own distinct personality.
It was a challenge for us to speak ‘Boutique’ to a market that only understood ‘star ratings.’ We had to begin by talking internally – people were trained and exposed to the concept. It went on to create a different style of service in our rooms and restaurants – warm, friendly yet not intrusive. Young, hip yet not irreverent. While this was going on, we were speaking with the media ‘differently;’ our press releases were written differently, our panel of designers created exciting brochures that conveyed the right look and feel; photographers who shot the product were guided to achieve a specific output.
Our corporate identity is unique and fresh. Even our way of launching a product / doing an event is different. For example, when we hosted the launch of Tarun Tahiliani's line in 1996, the invite was a fresh yellow Dutch rose. The invitation was printed on a butter paper wrapped around the stem of the rose. Over 800 such invites were delivered in Kolkata. People talked about the invite as much as the haute couture. ‘Boutique’ is what we think, feel and do and it impacts all our thoughts, decisions and action. It is what gives us that edge.
Q.
Apeejay has been promoting their tea, investment and finance groups extensively through the online medium. What made Apeejay go the online route?
The potential of the net is underutilized in India. It can give a wider reach and provides interactivity with the brand. This tech'd up universe is here to stay – the faster you get in the better it is for you.Q.
In India, in your opinion, is the role of corporate communications going to remain in media relations or it will stretch to individual specialization?
Communication by definition cannot be restricted to media relations. In fact, pretty soon we’ll have to find a way to capture the mind space without taking the media route. Media today is cluttered, has ‘paid for’ columns or advertising barters, and is dictated by the presence of page three brigades.The challenge lies in being able to create a brand that media will die to write about; this is what every Corporate Communication professional should strive to do. The brand communication should be consistent at every stage of interaction with the brand by a consumer.
Q. Does PR compete with or complement marketing activities? Traditionally, there has always been a cold war between sales & marketing and PR departments. ‘We launched a great product and they never got me page one on Times of India’ is the constant jibe. But from where I am, I think that it’s important to take cognizance of this and complement what sales & marketing teams are trying to achieve; ‘their’ need is ‘tactical,’ while we are into ‘brand building.’
While on this, we also need to sensitize them towards PR. We need to sell ourselves within the company and tell all of them that we are worth much more than ‘been paid for just reading newspapers!’ If we don’t do that, no one will. We are not competing, we are merely trying to create and define a discipline in a volatile marketplace – a discipline that is new and very misunderstood. I feel that the situation will change further as more and more capable professionals will opt for corporate communication as a profession.
Q.
How does Apeejay measure the results of a PR campaign?
The accepted norm of ‘column centimeter’ analysis to measure PR campaigns should be discontinued with immediate effect. This, at one level, restricts the scope of work to mere press relations, and on another level, it does not throw light on the relevance of the activity.Brand research is another popular tool, but how does one isolate the impact of the communication? A method of evaluating the brand should be created and implemented to gauge the impact of PR. If the valuation of the brand is static or it has gone down post the campaign, then the PR / corporate communication is ineffective.
Q.
In your opinion, what qualities make the perfect PR executive?
The key qualities of the ‘perfect’ PR executive are quick and clear thinking, smart work and ego management (including ones own!). It helps if one can write well. Besides, ours is a thankless, demanding and misunderstood profession, so we must know how to have fun while we are at it.Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)
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