Infographic PR in India - Climbing up the Value Chain

Q MSLGROUP Public relations in India: Climbing up the value chain Public relations (PR) in India is at a transformative stage. The traditional approach (read: media relations) is dead. Yet, PR a long way off from becoming the brand communication lead. What should the industry do to complete its transformation? Marketing heads had their say in MSLGROUP's survey. What? Get a seat at the corporate high table; lead brand communication Why? Agencies that don't evolve to provide true strategic value won't survive Who? How? The integrated communication model. The future: INSIGHTS, IMPACT, INTEGRATION For this, it must have the ear of the marketing heads Key findings Has the budget allocation for PR 20% NO grown over the past five years? If Yes, by how much? 80% 28% 12% 3% 21% 18% 10% 8% YES Not 0%- 10%- 20% 20%- 30%- 40%- Above disclosed 10% 30% 40% 50% 50% Why would you choose integrated communication? (Multiple Selection) 47% 43% 24% 16% 10% Higher engagement with audience Delivers greater visibility Specialised or niche offerings Innovations Others If your agency were to offer you integrated communication, what would be the business impact? (Multiple Selection) 37% 25% 22% 20% Better management of virtual teams Overall Saved costs Greater increased productivity innovation ability 18% 18% 10% Seamless exchange of data Less Others overload What would you like your PR agency to invest in? (Multiple Selection) 43% 39% 35% 29% Digital/ Social Research & Content Public insights affairs 14% 12% 8% Creative Crisis Communication Others Are data and insights playing a greater role in your communications strategy? Yes No 98% 2% Going forward, will data and insights become a must-have in your choice of communication agency? Yes No 88% 12% MSLGROUP survey conducted by Leadcap. Sample: 50 Chief Marketing Officers across India C Мо 12 6 Automobile IT/ Telecom/ Consulting BFSI Consumer goods 3 10 3 8 Healthcare Manufacturing/ Textile/Heavy Power Others