Prema Sagar, Principal & Founder, Genesis PR

Prema Sagar is among the thought leaders in the Indian PR industry and Principal & Founder of Genesis PR , one of India's leading PR consultancy. Here in an interview with exchange4media for the innagural section of PR Speak she shares interesting developments and thoughts on PR prcatices in India and her own philosophy towards this discipline.

e4m by exchange4media Staff
Published: Dec 6, 2003 12:00 AM  | 4 min read
Prema Sagar, Principal & Founder, Genesis PR

Prema Sagar is among the thought leaders in the Indian PR industry and Principal & Founder of Genesis PR , one of India's leading PR consultancy. Here in an interview with exchange4media for the innagural section of PR Speak she shares interesting developments and thoughts on PR prcatices in India and her own philosophy towards this discipline.

Prema is also Founding President of the Public Relations Consultants Association of India (PRCAI); National Chair for India of the International Public Relations Association (IPRA), UK; Member, ICCO, Board of Management; Member. Public Relations Society of India (PRSI) and an alumna of the Frank Jefkins Institute of Public Relations, U.K.

Prema's love affair with public relations mirrors the journey of PR in India. Intrigued by the mystery of a new business opportunity, Prema established Genesis PR in November 1992, which today has grown into a leading public relations consultancy in India. Prior to setting up Genesis PR, Prema was Editor-Publisher of Genesis - The City Guide, travel magazines for Delhi, Jaipur and Agra. She also co-founded Genesis Printers, a printing unit located in New Delhi. The challenge of winning a communication battle while understanding complex issues in a business environment rife with inherent contradictions and intricacies is what Prema thrives on. The recent formation of The Genesis School of Communication is the culmination of a desire to benchmark and cultivate knowledge and expertise in the Indian communication industry with the best in the world.
With the exploding need for communication in a cluttered environment, public relations and other arenas of communication will require talent that can compete with the best around the world. The School will seek to provide development opportunities to create a talent pool in India.
Genesis Foundation, a trust created for facilitating treatment of physically challenged orphans, is the core of Prema's life's mission. Prema has pledged to dedicate all available resources towards achieving her perennial desire in making a difference. Genesis PR contributes a portion of its net profit to Genesis Foundation's corpus.
Prema is married to Jyoti, a lawyer (she has never won an argument to date!) and they have three children. Rahul, 23, is academically inclined while daughter Simran, 16, is creative and wonders why she has to study math! Sir Lawrence Olivier, 8, (a yellow Labrador) is the favoured kid - he obeys all commands, doesn't question instructions or argue, and eats everything that's put in his plate - including spinach!

Q. Which are the other PR firms that you would say are the ones that you could learn something from? Every PR firm has a unique offering. And there is always something new to learn - innovation is key to success in this business.

Q. Where does PR fit in the entire communication process? PR is not a lone soldier. It is a part of the strategy mix of an organisation - be it at the corporate or marketing level. It is but one of the many communication channels to be used in building a fact-based opinion of various stakeholders of the company.

Q. What next for Genesis PR? Consolidate on what we have achieved till now as an organization. Build greater value for our clients. But there are still more surprises around the corner. The insatiable desire to build value, value and more value for our clients and ourselves!

Q. What are the key success factors for a PR programme? Measurability. The campaign should be able to show tangible results. Do only what can be measured. If it can be measured, think again.

Q. Would the recent partnership of Genesis PR with Burson-Marsteller add value to the functioning of Genesis PR? The partnership is part of Genesis PR's core strategy to provide clients and associates the best in public relations services and global opportunities.

Q. Why should a company need a Public Relations firm at all, when it is believed that 'reputation is ultimately based on behaviour' or product or service merit? The statement that 'reputation is based on behaviour' is certainly true, however for behaviour to lead to a relationship of trust with company stakeholders, it needs to communicated or demonstrated in the context of the attitudes, beliefs and relevant needs of the companies stakeholders.

Public Relations helps establish and nurture 'trust' by creating a bridge whereby companies actions are clearly understood.

Q. What differentiates Genesis PR from any other PR company? Differentiation lies in the mind of the user. We undertake extensive research to not only measure customer satisfaction but customer expectations. This research shows two or three clear differentiations:

  • Professional ethics in the conduct of our business
  • Intellectual depth of the people at Genesis PR
  • Strong system orientation resulting in consistency of service
  • High focus on learning and development of people


  • These remain dynamic as the business environment and expectations are very dynamic, our effort is to keep on 'moving the needle'.

    Q. You believe that the Indian market is a very different market owing to its diversity. In these ten years that you have experienced India, Indian clients and Indian consumers, what are your key learning's about them? One billion people. Seven hundred and eighty million consumers of cooking oil. Seven hundred and six million consumers of tea. Four hundred and fifty million buyers of casual footwear. Forty million TV-owners. Two-and-a-quarter million automobile-owners. A.k.a. a market called India. Changing far too quickly, despite its size, the most important learning either in its dimensions or its behaviour is that the Indian market does not reveal its secrets easily. It has always got some surprises up its sleeve that communicators should be wary of while designing any campaigns.

    Q. Why should there be a need of Crisis Management at all? A crisis is defined as a problem in the public domain which has bearing on the reputation or continuity. Every individual, government, organisation faces a range of challenges that can escalate into the public domain at any time. Managements must be on constant alert and prepared to respond to any and all the serious issues that could, under the glare of public and media scrutiny, damage corporate, product or personal reputations.

    Hence the need for crisis preparedness is even more critical than a crisis management programme. If every body is aware of all likely crises that may face them, then they are that much better prepared for an eventuality. A high level of preparedness could advert the crisis altogether. Like weather, crisis cannot be predicted. But one can be prepared for the eventuality and make arrangements to act in the right way, at the right time.

    Q. How important are ethics in PR? Also, 'ethics' is a very subjective term. Ethics, how much ever subjective it might be, are sacrosanct for any business. The same holds true for public relations and indeed any professional service firm. The action or inaction of a group of individuals in Arthur Andersen led to the destruction a long-admired company and along with it many individuals lost face, jobs and who knows what else. The slightest compromise on this most important value can harm the credibility of a PR firm and its clients irrevocably.

    Q. How do you deal with conflicting interests between a client and a PR firm? Since both sides know their business well (usually), how do you bridge the gap between your and their objectives? I think your question here relates to two areas: Conflict of interest pertains to the intention to work with more than one company competing in the marketplace. Usually this aspect is covered in a client contract and so therefore the issue should not arise. A public relations firm must necessarily disclose and take permission from its existing client if it intends to engage in discussions with a potential client that may be in conflict in any way at all. I must add here that internationally there are specialist PR firms say in the area of Financial PR. They represent a number of financial institutions. Here there is a clear understanding that they will not take a head-on competitor of an existing client and the client will accommodate smaller conflicts. However, in this case such a PR firm would charge an exclusivity fee for its dedication.

    Conflict also pertains to the representation of both sides of an issue. Example: if a public relations firm represents a company that is lobbying with the government on a policy issue, we should be clear that the same firm cannot represent the government in that area of conflict.

    Q. How do you measure returns in PR initiatives? The fundamental premise for this is "anything that cannot be measured cannot be managed". So also is a PR initiative. If it cannot be measured, then the tangibility and the success of the initiative cannot be measured. There are new measurement tools, already prevalent in the West that is slowly trickling in into India. We are planning to use a few of them, while simultaneously develops some of them in-house.

    Q. How is the business of PR for governments different from companies? Governments need very clear goals and commitment to meeting them. And these need to be communicated clearly to all its constituents. Whatever they do will undoubtedly impact the future of many people, companies and indeed progress of the country as a whole.

    Governments world over are communicating more aggressively and building faith banks that sees them through not only the good time but more importantly during difficult times. USA used the 9/11 episode as a time to build national spirit through a very well-orchestrated, deliberate, planned programme through symbolism and communication.

    "Today the choice is not about whether you wish to communicate or not. It is about whether you would like to manage or shape the communications rather than let it happen on its own."

    Companies need to achieve their business objectives. They will have to communicate at one level with their corporate audience and at another level with their customers. The art of building a corporate reputation helps in building goodwill for the company, which in itself translates into building trust and confidence in an organization. This then enhances the faith and commitment of shareholders and builds loyalty with customers.

    "Gone are the days when you could control information. The barometer is about whether you were able to use the opportunity or news in your favour before someone else used it against you. Being proactive and transparent is the name of the game."

    Q. You were talking of rural PR for one of your clients? How do you plan to execute this? There is no doubt that in India, rural PR is critical in reaching the masses. If we cannot reach the masses, we have not succeeded as they form a large base in our country. They will go up the food chain and are our potential market from the time they begin to buy food, soap, clothes, consumer goods etc. They have very strong views driven by simplicity of experience - quality and service; they belong to different regions with different cultures, barriers and needs -if we don't understand them, our competitor will; they are our customers now and for the future, they have strong loyalties. How we communicate with them today will determine how we succeed in business.

    Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

    For more updates, be socially connected with us on
    Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

    Tags pr-watch

    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.

    Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

    For more updates, be socially connected with us on
    Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

    Tags pr-watch

    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.

    Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

    For more updates, be socially connected with us on
    Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

    Tags pr-watch

    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,

    Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

    For more updates, be socially connected with us on
    Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

    Tags pr-watch

    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. “

    Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

    For more updates, be socially connected with us on
    Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

    Tags pr-watch

    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.”

    Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

    For more updates, be socially connected with us on
    Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

    Tags pr-watch

    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.”  

    Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

    For more updates, be socially connected with us on
    Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

    Tags pr-watch

    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.

    Read more news about (internet advertising India, internet advertising, advertising India, digital advertising India, media advertising India)

    For more updates, be socially connected with us on
    Instagram, LinkedIn, Twitter, Facebook Youtube & Whatsapp

    Tags pr-watch