MSLGROUP’s insight into Indian PR industry

MSLGROUP India, Publicis Groupe’s flagship PR consultancy in India, has released its annual state-of-the-industry report, ‘Public Relations in India: Inside the Industry’s Mind and the 2013 Outlook’.

Based on a third-party survey across the executive hierarchy in the PR industry in India, the report has concluded that talent crunch remained a top-of-mind issue for PR professionals. “A stringent selection process, followed by high investment in training, was the respondents’ top suggestion for dealing with this challenge,” according to the report.

The report feels that successful brands will be those that work collaboratively with communities, governments, customers and organizations to co-create solutions to the world’s toughest problems. Businesses will move from Corporate Social Responsibility to collaborative social innovation in 2013.

Here are the key findings of the survey:

• 51% of the respondents felt the industry would grow more than 20% over the next 12 months
• 63% of the respondents said their clients’ PR budgets are intact, while 33% said the budgets have in fact increased
• 48% of respondents identified digital media as the hottest vertical for 2013, followed by lifestyle and technology
• Knowledge-based PR emerged as a trend with 41% of respondents stressing the need for thought leadership initiatives.

Jaideep Shergill, CEO, MSLGROUP India, said: “The PR industry in India is witnessing a transformation. The industry is making an extra effort to be viewed as a strategic partner, and clients are acknowledging its value. With this study, we wanted to give the industry a voice. Having spoken to all stakeholders, from PR professionals to media to clients, I can say with certainty that a unified industry approach is the way ahead.”

Olivier Fleurot, CEO, MSLGROUP, said, “The report would have been incomplete without a survey of the way the media – a key stakeholder – perceives the PR industry. A qualitative survey of media persons conducted by MSLGROUP India offered a variety of suggestions – ranging from customized press releases to a better understanding of deadlines – for a mutually beneficial relationship with PR professionals. I would say that amongst the big companies keeping the PR aspect in focus, we are a strong leader. I am happy, and though our investment in Hanmer happened at a wrong time but investing in 20-20 has come at a right time. The industry trend is moving from media relations to strategic communications. We are here to help our clients build a business strategy which helps them reach their business goals. Our job is not the same as it was 10 years ago.”