Harold Burson, Founder Chairman, Burson Marsteller

Public relations in India is, in some instances, highly sophisticated in the way it is practiced. As a democracy, India has provided an environment for the development of public opinion and that is the very basis of public relations. As India’s business communities expand on a global basis, the practice of public relations will follow.

e4m by exchange4media Staff
Published: Feb 6, 2007 12:00 AM  | 7 min read
Harold Burson, Founder Chairman, Burson Marsteller

Public relations in India is, in some instances, highly sophisticated in the way it is practiced. As a democracy, India has provided an environment for the development of public opinion and that is the very basis of public relations. As India’s business communities expand on a global basis, the practice of public relations will follow.

In a survey conducted by PRWeek some time back, Harold Burson was described as ‘the century’s most influential PR figure’. Burson has contributed greatly to the public relations industry and worldwide community as a member and leader of several organisations, including Presidential appointee to the Fine Arts Commission, Washington, 1981-1985; Chairman of the National Council on Economic Education; trustee of The Economics Club of New York; Chairman of the USIA Public Relations Advisory Committee, and board member of the World Wildlife Fund (Geneva).

Burson began practicing the concept of integrated marketing decades before the term was even invented. He brought PR into the advertising business at Young & Rubicam as an equal. He has several laurels to his credit and has received numerous honours and awards, including the Public Relations Society of America Gold Anvil Award (1980), and the Arthur W Page Society Hall of Fame Award (1991). He was named Public Relations Professional of the Year by Public Relations News (1977 and 1989) and also received the Alexander Hamilton Medal from the Institute of Public Relations (1999). The list is endless.

Burson is a graduate of the University of Mississippi and was elected to the Alumni Hall of Fame in 1986.

exchange4media’s Sumita Patra caught up with him on the sidelines of the ICCO Summit in the Capital, where Burson spoke at length about the PR industry, the challenges, qualities of a successful PR professional and PR in the Indian context. Excerpts:

Q. What are the emerging trends that you foresee in the PR industry?

One of the strongest emerging trends is an accentuation of internal communications, addressed to employees at all levels and in all locations.

Q. How do you think the effectiveness of PR can be measured?

Through research.

Q. How do you see both the professions being intrinsically different?

They are very interdependent on each other. It’s like a love-hate relationship. Journalists love us and we love the journalists, and that’s how it always will be.

Q. What are the strategies you adopt while deciding on the communication strategy for a client?

Strategies depend on the specific problem that is being addressed. It is important to identify the problem before developing a strategy, and that is accomplished through research.

Q. How would you differentiate between PR and Corporate Communications?

Corporate communications is one of the many subsets of public relations and under that umbrella you can have relations with advisory services, you can have investor relations, you can have internal communications, marketing support, litigation support, etc.

Q. How would you differentiate the PR industry in India vis-a vis the global one?

I have been to India twice. I have been a total of nine days in India, and to put myself as an expert on Indian public relations is not very credible. I think there are people in India in public relations who are more sophisticated than anywhere else. For example, I find Genesis organisation as one of the most professional companies that we have ever seen, that’s one reason that Burson Marsteller wanted to be affiliated with them. It’s a remarkable organisation. I think what may have taken 20 years to make the industry more professional, probably is now possible in two-three years because communication is so much better and also public relations is in much greater demand.

Q. Where do you think the Indian PR industry lacks and what steps do we need to take to match up to our global counterparts?

Public relations in India is, in some instances, highly sophisticated in the way it is practiced. As a democracy, India has provided an environment for the development of public opinion and that is the very basis of public relations. As India’s business communities expand on a global basis, the practice of public relations will follow.

Q. Could you share with us your client portfolio?

We have a very broad range of clients, some of the largest companies in world, hi-tech companies, from pharmaceuticals to chemicals to heavy industries, we have a diverse range of clients. We represent a significant number of the world’s largest corporations as well as business and professional organisations and governmental entities.

Q. What are the challenges confronting this industry? What steps are required to overcome them?

I think one of the biggest challenges is the talent, the challenge to find the smartest and the brightest people, the shortage of truly competent people. And, I think the educational process in universities and on the job training are important to sort out this problem. In our organisation, we have extensive training programmes to better equip our people to provide valuable client service.

Q. What, according to you, are the factors that will drive the growth of this industry?

I think globalisation is the way forward. I feel growth will be driven by the global expansion of business and the increased demand by the public that a corporation demonstrates that it is a responsible corporate citizen. A company’s ‘good name’ is its most valuable asset. Our task is to help clients gain a ‘good name’ in the public mind.

Q. According to you, what are the essential qualities one needs to have to become a successful PR professional?

Intelligence, commitment, good judgment, an analytical mind, ability to get along with people, ability to work in a team, the ability to empathise with people, an ability to communicate both orally and in writing, are some of the attributes one needs to have to become a successful PR professional.

Q. What kind of vision you have outlined for your agency?

To serve world-class clients across the broad spectrum of their public relations, public affairs and communications needs.

Q. Where do you see this industry headed?

I think the growth is going to be in attracting more clients, in developing deeper relationships. The industry will continue to grow both in stature and in size as a mainstream part of the management process.

Q. Tell us something about your background. How did it all start for you?

It’s a very long story. I started as a journalist, later on I was offered a job in public relations that paid more money. So, I jokingly say it’s for the money, but I enjoyed the career in journalism too.

Q. First of all, how do you think such summits help the PR industry?

Summits like these help in a very important way. Firstly, there is an exchange of information. We learn about so many different issues, what’s going on in other parts of the world, how we can serve our clients in a better way. I think networking is one of the most important attributes a person can have to be able to know the capabilities of people and to be able to reach out to support and help. In earlier years, it was enough if you knew people around your own country, but today communication has made it such that having a worldwide network is very essential if you are representing particularly large companies. Such summits help in exchanging ideas and sharing information.

Q. How, according to you, has the PR industry evolved over the years?

It has certainly grown. I think it has seen the greatest changes. In earlier years, companies and other institutions had to be persuaded that they needed public relations services. But now there is much recognition, companies have realised that they can really succeed if they have PR agencies. This holds particularly true for very large companies. I think public relations has expanded its spectrum of activity exponentially in the past 25 years. It has become an integral part of the overall management function and global in its reach.

Q. Do you think PR plays a secondary role in the communication strategy of a client?

Public relations should be considered the umbrella function that shapes an entity’s relationships with its numerous publics or stakeholders. Communications is one of the tools that are used to transmit messages to motivate audiences to a specific action. Behavior is an integral part of the public relations process, as American rappers express it, ‘To talk the talk, you have gotta walk the walk’.

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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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