PUBLIC RELATIONS3

SUBJECT: PUBLIC RELATIONS

PROJECT TITLE:

PUBLIC RELATION AGENCIESTHE SOURCE

SOURCE STRATEGIC COMMUNICATION Pvt. Ltd.

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INDEX

Sr.no Topic Page no.

1. Introduction to public relations 7

2. Importance of PR Agencies 8

3. PR in organizational life 9

4. Strategies & Tools 9-11

5.Functions of a PR Agency

12

6. Company profile 13

7. Area of experience 13

8. Advisory board 14-15

9. Scope of services16

10.Services offered

17

11.Strategic services

18

12.Media relations

19

13.Editorial services

20

14.Events

21-26

15.Investor relations

27-31

16. Pr tools 32

17.

18.

Crisis management

Crisis preparedness

33-35

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19.

20.

21.

22.

23.

24.

25.

26.

27.

28.

29.

Corporate positioning

Reputation management

Online reputation management

Traditional media monitoring

Technological communication

Sponsorship

Clients

Web content

Annexure

Questionnaire

Conclusion

INTRODUCTION TO PUBLIC RELATIONS:-

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What are public relations?

Public Relations is the attempt by the information, persuasion and adjustment to engineer public support for an activity, cause, movement or institution.

The Need For Public RelationsIn recent decades human society has become so complicated and differentiated that the individual –at least in the developed countries –is no longer able to live without adequate information. He certainly would not be able to live well without using the numerous possibilities of information offered him today. It is an indisputable fact that in this increasingly automated world man can no longer exist in complete isolation. In our age, technical developments have intensified the interdependence of all people to such an extent that the individual’s capability of living is dependant, in many different ways, on society. That is, the individual lives on information he receives from society

Importance of P. R . AgenciesImportance of P. R . Agencies

The significance of the public relations management has increasedThe significance of the public relations management has increased

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Public Relations in Organizational LifeThe role that public relations play in organizational life, and particularly the importance attached to it in relation to other management activities, varies considerably. It can vary between industries; PR in the financial community is different from PR in the industrial field.

It has become ever more clear that PR as it applies to a bank or insurance company is very different from PR in industry or as it applies to a company producing a product which is going to be marketed and sold.

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The target audience for public relations is determined by the activities of the organization and any current problems areas. Public relations are often concerned with reaching opinion formers that is the press, MPs, government officials and consumer groups. But in each specific situation the target audience will also compromise those groups in the environment with which the organization deals; these are now increasingly described in the literature as the organization’s ‘publics’. It is a simple matter of identifying the relevant groups for any Organization.

Public Relations Strategies: Public Relations is an integral part of strategic planning, helping clients meet and exceed their targets by:

Establishing the company's stature, expertise, and reputation for quality

"Leveling the playing field" when going up against entrenched competitors

Facilitating project delivery

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COMPETI-TORS

GOVERN-MENT

CUSTOMERS

FINANCE SOURCES

SHARE HOLDERSSUPPLIERS

TRADE UNIONS ENV &

PRESSURE GROUPS

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Strengthening the company's own organization and culture

Getting the media on your side (or at least getting a fair hearing) when crisis strikes.

Public Relations Tools: A PR agency utilizes a wide range of communication techniques and channels to help you pursue these strategies. These time-tested, cost-effective techniques can help you reach, inform, and persuade your customers and clients. They include --

Strategic Planning and Positioning, Marketing on the Internet, Article Placements, News releases, Seminars, Newsletters, Video, Speechwriting,

Crisis Management .

Use public relations as a strategic planning and "vision" tool, to powerfully spearhead their clients business into new specialties and regional markets.

Feature articles by and about the company help you explain specific projects, industry trends, etc., while positioning your organization as a leader.

News releases keep editors and readers up-to-date on positive developments: business news, technological advances, promotions and new hires, and special events.

Company profiles present the company's achievements, capabilities, and leaders in a positive light.

Professional seminars and association meetings let a firm highlight their latest achievements and innovations, share information with colleagues.

Business seminars for their customers let them explain new developments, trends, services, and products in detail -- in a setting where they call the shots.

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Trade shows can be a critical sales forum, let them meet face-to-face with purchasing decision-makers.

Internet/World Wide Web services help them establish an early presence within this powerful new communications medium.

Brochures and flyers, printed or electronic, explain their offerings in detail.

Newsletters provide a valuable, ongoing channel to bring their message to their current and potential customers.

Advertising keeps their name visible and supports the publications that reach their customers.

Video services let companies take advantage of new opportunities in broadcast and desktop video media.

Crisis management arms them with strategies and tools to deal with unexpected and unwelcome developments.

Expert speechwriting puts their message in vigorous, clear form for greatest clarity and impact.

FUNCTIONS OF P.R. AGENCY MANAGERIAL

PLANNINGORGANISING

DIRECTING CONTROLLING COORDINATING MOTIVATING

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OPERATIVE

POLICY PUBLICITY RODUCT PUBLICITY RELATIONS WITH GOVERNMENT COMMUNITY RELATIONS SHAREHOLDER’S RELATION PROMOTION PROGRAMMES DONATIONS EMPLOYEE PUBLICATIONS GUEST RELATIONS EVALUATIONS COUNCELLOR COMMUNICATOR ADMINISTRATOR PRODUCTION ORGANISING SPECIAL EVENTS

ADVISORY

TO TOP MANAGEMENTTO DEPARTMENTAL HEADS

PUBLIC RELATIONS MANAGEMENT OF

“ THE SOURCE”

COMPANY PROFILE

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In a world where too many people are saying too many things all at the

same time, your message can easily be lost, or misunderstood.

At The Source, we recognize that perceptions have a way of distorting

reality - or enhancing it. In a hugely competitive world, the management of

these perceptions is what makes all the difference. The gray area between

reality and perception is the space in which we at The Source operate.

The Source, based in India, is an independent strategic communications

consulting firm that offers a variety of services for image management -

including public relations, crisis management, marketing communication,

and financial communication. It operates on three guiding principles --

Domain Knowledge, Client Focus, and Transparency.

The Source helps clients evolve strategies, shape messages, plan effective

communication programmes, and implement them. We believe in working

so closely with our clients that they often look upon us as a virtual in-

house resource.

The firm has four main divisions - Public Relations, Investor Relations,

Event Management and Editorial Services. Headquartered in India's

commercial capital, Mumbai, The Source has representative offices in New

Delhi, Hyderabad and Pune, besides affiliates in fourteen other cities

across India.

Areas of Experience

SOURCE has experience and expertise in multiple industries and services.

Our clients represent varied fields including:

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Associations

Automotive

Banking

Communications systems

Education

Financial services

Fitness

Gaming

Food and beverage

Healthcare services

Home care products

Medical services

Non-profit organizations

Real Estate and construction

Restaurants

Sports and sporting equipment

Technology

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Tourism

Travel and leisure

ADVISORY BOARD

SOURCE is, perhaps, the only leading Indian Public Relations Agency that

has senior journalists and leading corporate personalities on its advisory

board.

The eminent members of our advisory board include senior journalists

from:

The Economic Times

Business Standard

The Times of India

Hindustan Times

The Pioneer

Dainik Bhaskar

Dainik Jagran

Navbharat Times

The corporate personalities on our board include people from:

World Phone Services Pvt. Ltd.

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Toshi Automatic Systems

Institute of Road Traffic Education

SCOPE OF SERVICES

SUORCE believes in getting the most mileage for its clients' marketing

efforts. Their endeavor is to provide seamless support to their marketing

campaigns. To achieve this, we can include varied elements to reach as

many of your target audiences - and potential customers - as possible.

Strategic services include: Systematic media, stakeholders and analyst

influencing; positioning and differentiation counsel; competitive de-

positioning campaigns; brand identity development.

Research services include: Attitude, perception and awareness studies

involving polling, questionnaires, focus groups and telephone-based

surveys.

Tactical services include: Briefing and familiarisations tours for the

media; proactively seeking editorial opportunities; news announcement

management; product reviews; new product launches; trade show support;

and event creation management.

Editorial services include: Creating backgrounders; media kits; white

papers; case studies, news releases; byline articles; op-ed articles; internal

and external publications; corporate presentations; and speech writing.

Search Engine PR services include: Innovative website design and

development; keyword analysis; link popularity building; search engine

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optimization (SEO); search engine marketing (SEM); search engine

submission; topical directory submission and search engine ranking

services

SERVICES OFFERED AT SOURCE:-

1. Strategic Services

2. Media Relations

3. Editorial Services

4. Events

5. Investor Relations

1. Strategic Services

a. Stakeholder Dialogue

Objective: To help clients develop productive dialogues with opinion

leaders in order to support the clients’ competitive advantages.

The Stakeholder Dialogue Process is targeted at developing relationships

with influentials based on a common interest. This is achieved through

systematic and focused communication. It involves:

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Identifying influentials that make up key audiences, including those

who can directly or indirectly influence public policy affecting the

company

Assessing the perceptions of influentials with a focus on matching

company messages with appropriate audiences and developing

communications campaigns

Building communications systems, primary messages, and

communications products targeted at the needs of audience segments as

based on research.

Developing benchmarks that act as a ‘roadmap’ to achieving defined

outcomes.

Creating an internal structure for feedback, evaluation, and refinement of

opinion leader communication campaigns. A continual loop, this stage of

the process ensures that external communications stay on track and

consistently enhance stakeholder perceptions of the company to build

productive relationships.

Working closely with clients throughout the process to help them create

the structures—and the thought processes—needed to maintain ongoing,

productive dialogues with influentials.

b. Communication Strategy Support

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The Source develops communication systems and strategies to 'tell the

company story' in several ways. These include development of

communications planning systems and editorial plans, targeting of editorial

agendas for both internal and external communications, 'writing to the

audience' workshops; and evaluating and overhauling existing

communications systems.

c. Employee Advocacy Programs

It is vital for all employees to be aware of the company's vision and

business goals, because they can help to make or mar the image of the

organization in informal situations. Recognizing this, The Source believes

in working closely with clients to ensure that the corporate message is

effectively conveyed to employees at every level.

Through an alignment and advocacy process conducted by The Source, our

clients can develop internal communications systems and products that

provide employees with the information required for corporate

transformation.

d. Issues Analysis

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Future challenges can be converted into growth opportunities, but first,

they need to be identified and understood. The Source identifies potential

issues and conducts research on them. We then provide recommendations

that help clients set editorial agendas, develop communications and

contingency plans, identify new and emerging markets, and support

reputation management programmes.

e. Competitive Intelligence

This process includes identification of competitor target markets and

audiences, refinement of marketing strategy, identification of new

customer segments and integration of community relations and outreach

programs with marketing and advertising functions.

Clients can then create tracking systems, analyze the data, develop

employee and related stakeholder participation programs, and ensure that

the information gathered is disseminated to appropriate internal audiences.

2. Media Relations

Dramatic changes within the media, fuelled by the Internet and electronic

media, have had a profound impact on the public relations industry.

Journalists are demanding news value and quality, and increased

competition means that the media is less patient and more critical than it

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was not on the requirements and interests of journalists and what makes

news to them.

Write and circulate press releases.

Organize Press/Financial Analysts' Conferences.

Arrange interviews of key executives with journalists.

PROVIDE media training for client executives to help them develop and

deliver messages effectively in interactions with the media.

3. Editorial Services

As a total communications company The Source also offers editorial

services for annual reports, books, newspaper publications or website

content

4. Events

The Source believes that an integral part of the company's

communication and brand-building process involves the organization of

high-profile ground events.

While sports events are a major focus - since they invariably catch the

public eye - The Source organizes a variety of promotions designed to

build the public profile of a corporate.

The Source's services include organizing the invitations, coordination with

all participants and officials, organizing the venue, hospitality

(accommodation and food), equipment, transportation, and media

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management, among other things. Everything, down to the smallest detail,

is taken care of.

Among the events we have handled are:

Retail promotions for McDonalds in Mumbai, Pune and Ahmedabad

Launch of Herbal division of Lupin Ltd. with nine new products

Launch of the Panasonic FJ Series Televisions in Mumbai, Delhi,

Chennai and Kolkata

10-day road show for Kinetic Engineering Ltd in Pune during the

Ganeshotsav 2004.

5. Investor Relations

A company's image is heavily dependent on two key influencers -

analysts and the media. If analysts think highly of a corporate,

this perception filters into the media. On the other hand, if the

media speaks well of an organization, it enhances the analysts'

view of the company.

Since analysts and the media are constantly influencing each

other, either directly or indirectly, The Source recognizes that it is

important to build linkages with both in order to enhance a

company's image.

They use three key tools to develop these relationships

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Focused Perception Audits

The Source carries out focussed perception audits aimed at assessing

analyst/fund manager perceptions of its clients. The audits, which use the

very latest qualitative and quantitative research methodologies, help clients

to fine-tune their communication strategies and key messages.

Annual Reports

The annual report is a company's primary stakeholder

communications tool; in addition to the financials, it conveys the

company's vision, positioning, strategy, and marketing plans. Studies

reveal, however, that most shareholders only spend three to four minutes

reviewing this vital document. The Source recognises that annual reports

with in-depth research, crisp writing and great design could make all the

difference in telling the corporate story to the people who really matter.

Analyst Meets

Our strong relationships with the analyst/ fund manager community

have helped our clients explain critical corporate issues to these key

influencers.

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CRISIS MANAGEMENT

There are two important requirements for successfully managing

crises.

First, the company must work towards resolving the issues that

created the crisis. Secondly, it must act fast to manage the perceptions

of the problem amongst its key stakeholders in order to salvage and

sustain its reputation and business.

Knee-jerk responses to crises or wishful thinking that the crisis will

blow over can only further complicate situations. It is also not enough

to identify the production problem or recall the products, rescue

survivors, settle the labour dispute, or win a lawsuit. A company must

simultaneously reach out to win the hearts and minds of the public in

general and its direct stakeholders in particular. It must act decisively

to maintain its credibility and sustain the loyalty of its customers, the

morale of its employees and the commitment of its investors.

SOURCE PR brings to its clients an objective, independent

perspective and professional expertise backed by crisis

communications experience in a wide range of situations involving

accidents, hostile bids, government investigations etc. We work as a

part of crisis management teams comprising client executives,

lawyers, bankers and develop and execute strategies that protect the

client’s reputation, their businesses and performance.

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CRISIS PREPAREDNESS

Corporations are vulnerable to a crisis which can hurt its business,

damage consumer, investor and employee confidence and in the worst

cases, even threaten the very existence of the company. The actions of

a modern-day corporation are also subject to intense scrutiny from a

variety of interest groups and the media.

Corporate crisis can be precipitated by a variety of situations

including product defects or contamination as the recent cases in India

involving mineral water, cola and chocolates brands have amply

demonstrated. These crises have had crippling effects on brand

reputations and consumer confidence.

Crises can also result from disputes in industrial relations, accidents,

takeover bids, boardroom battles and family separations, litigation,

government investigations or force major disasters.

The best strategy is to be prepared for potential crisis situations. We

work with our clients to assess their vulnerability to different kids of

crises, and their readiness to deal with the crisis. We assist in creating

crisis communication plans and procedures, and create a crisis team to

direct emergency response. We also provide crisis communications

training for identified client executives using crisis simulation

techniques.

Such preparedness can strengthen a company’s defenses and minimize

the damage when a crisis does actually occur. At Source PR, we also

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advise on and implement monitoring mechanisms that provide clients

with early warning with regard to specific issues with crisis potential.

These programs can help a company pre-empt or diffuse crisis issues

before they escalate.

Corporate Positioning

Every industry is witnessing unprecedented levels of competition. As

competition intensifies, companies must work hard to differentiate

themselves from their peers. The companies must carve out a unique

position in the minds of their key stakeholders based on their visions,

values, unique strengths and the value that they bring to the lives of

customers, shareholders and communities they serve. Maximizing

shareholder value alone is not enough.

Each company must identify and consistently project the unique value

that it brings to the marketplace. As the pace of change intensifies,

and as managements respond to these changes with newer products

and services, the companies have to redefine themselves for their

present and future stakeholders.

At Source PR, we work with senior managements to define, create

and implement corporate positioning that will maximise advantage.

We develop the key messages which capture and express the

positioning. We then design and implement communication initiatives

which help the stakeholders understand the positioning.

REPUTATION MANAGEMENT

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Reputation Management Services

As one of the single most important assets, your organization's

reputation demands serious attention in today's formidably

competitive marketplace. SOURCE’S reputation services help CEOs,

brand stewards and professionals responsible for corporate

communications, governance and social responsibility to be decisive

leaders at times of social and cultural change and to be confident.

One must be aware of the distinction between image and reputation.

Image is temporal and somewhat superficial, whereas, reputation is

the enduring character of an enterprise and one of its most valuable

assets, the composite picture of its key traits as seen through the eyes

of its audiences and in the context of the marketplace.

SOURCE is a reputation management and public relations firm that

takes a more comprehensive, thoughtful and creative approach to the

challenge of communicating value to your various audiences. Our

corporate tagline - Reputation Management With A Creative Twist,

reflects their philosophy.

We help our clients effectively manage their reputation through

proactive efforts to enhance the credibility of the brand by attracting

the attention of the various target audiences towards even the smallest

of their achievements. Similarly, we help our clients negate the effects

of any crisis that might have negative implications on their reputation

through strategic counsel and maintaining judicious transparency

when dealing with the media.

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Online Reputation Management

Today, most of the news is published on the Internet almost as soon as

it happens. Most news organizations publish much more content on

the Internet than in their traditional print publication or broadcast.

They also maintain searchable archives of past news articles as part of

their Web site. As a result, reputation management becomes all the

more intricate to handle.

The Internet is where the "buzz" starts about issues, companies, and

products. It is where millions of people can readily find reviews,

opinions, and consumer insights, providing key crisis-specific

information including rumors, attacks and scams, and reputation

management or credibility issues. Now more than ever, organizations

must take an active role in their reputation management.

Millions of people participating in online public discussion groups

have made the Internet the truly the people's forum - everyone

contributes and every opinion counts. And news - good or bad, rumor

or fact - travels faster on the Internet than any other medium. A single

unhappy customer, misinformed consumer, or disgruntled employee

can spark an online and offline reputation disaster for your company.

Source can find and diffuse potential PR disasters for your company

before they become "breaking news". As pioneers of online reputation

management, Source has the experienced staff and tools to manage

and protect your corporate reputation and brand online.

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Source ensures thoroughness in reputation management with

unmatched breadth and quality of services. Source provides its clients

with a single most powerful way to quickly discover both emerging

opportunities and threats while they can still influence their outcome -

through nationwide media monitoring services that include hundreds

of Indian newspapers, TV Channels, magazines, trade journals, and

also million of web pages and Media Monitoring Services

Traditional Media Monitoring

Source keeps a tab on over 200 media outlets across the country

including mainline, financial and vernacular newspapers, business and

general interest magazines, trade journals and TV Channels across 10

cities in India, these are - New Delhi, Mumbai, Bangalore,

Chandigarh, Lucknow, Kolkata, Chennai, Hyderabad, Pune and

Ahmedabad.

Our media monitoring department tracks news on their clients

company, competitors, trends and legislative norms in the industry

your organization operates in. The team can keep track of unlimited

keywords on the online media.

Technology Communications

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Technology companies, whether in products, services or solutions, are

unique in terms of their communication needs. They need multiple

competencies from the PR consultancy to effectively communicate

with diverse target groups like customers, employees, investors and an

entire gamut of opinion influencers.

The public relations consultancy, therefore, must have a sound

understanding of the continuously evolving technology domain and

the growth drivers. In addition, the organization must help the clients

compete effectively for talent and capital – the two most vital

ingredients for sustained growth.

Over the years, as the Indian technology industry has grown

into a significant sector of the economy, a major gap in meeting its

communication needs is visible. While traditional technology PR

consultancies have tried to address product and, to some extent,

corporate communication they have fallen woefully short in delivering

on other key fronts.

It was precisely keeping this need gap in mind that the

technology communications group of Source PR has been set up. The

group offers 360-degree communication services to meet all possible

needs of technology companies. The group comprises experts with a

sound understanding of technology domain, investor relations, HR

communications, media relations and crisis management. The group is

also able to draw on the capabilities of our sister firms to provide

advertising and brand management services through a single window.

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Sponsorships

Corporations spend crores of rupees on sponsorships to promote their

products. Sometimes a relatively small outlay can have a tremendous

impact on non-customer audiences such as government, regulators,

opinion-makers and consumer groups and NGOs in many areas.

Source PR helps clients develop sponsorship programs and support

social causes which can enhance their reputation and influence with

these groups.

Clients Some of the prominent clients that The Source has worked with are:

Televisions for Panasonic India

The Source executed a four - city launch of the FJ Series

Televisions for Panasonic India. The events were held in Mumbai,

Delhi, Chennai and Kolkata. The invitees at the launch were the

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trade partners of Panasonic from the respective zones.

A 10-day road show was executed for Kinetic Engineering in Pune

during the Ganeshotsav. A Ganesha idol was installed on two

Kinetic Nova scooters and was taken to various locations in Pune

The vehicles were accompanied by a group of local artists

performing traditional dances with Dhol and Zhanj (Cymbals).

HDFC Chubb

HDFC Chubb General Insurance Limited is a joint venture between

HDFC, India's largest housing finance company, and Chubb group of

insurance companies. With more than $30 billion in assets, The

Chubb Corporation is a holding company for a family of property and

casualty insurance companies known informally as the Chubb Group

of Insurance Companies. The member insurers of the Chubb Group

form a multi-billion dollar organization providing property and

casualty insurance for personal and commercial customers worldwide

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through 5,000 independent agents and brokers. Chubb's global

network includes branches and affiliates throughout North America,

Europe, Latin America, Asia and Australia.

Jog Group

The 150-crore Jog group already has a significant presence in the field

of engineering and has recently diversified into multimedia, producing

over 1,500 hours of television software for various channels - satellite

as well as terrestrial - and releasing Score Plus, a unique educational

software.

K Sera Sera Productions Ltd.

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K Sera Sera, established in November 2002, is amongst the few

production companies listed on the BSE. It is a Rs. 360 mn content

production house that brings together a unique combination of project

management, distribution and financing skills. The company’s future

plan is to be among the top three Movie & TV production houses in

India.

K Sera Sera has tied up with Mr. Ram Gopal Varma for the creative

side of the production. Similarly in the TV business the company has

tied up with Mr Ravi Rai, Ravi Rai Productions, Mr. Tony Singh and

Mr. Girish Mallik, Clapstem Productions.

Lupin Limited

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One of the top five pharmaceutical companies in the country, Lupin is

a world leader in the integrated manufacture of the cephalosporin

range of anti-infectives and in anti-TB treatment. The company is

among the country's largest manufacturers of bulk actives and

formulations - the finished products consumed by patients as well as

the raw materials used in their manufacture. The company is also a

key player in the field of phytomedicines - medicines made from plant

and herbal resources supported by modern medicine. Nine of Lupin's

world - class manufacturing facilities located at Madhya Pradesh,

Gujarat and Maharashtra are approved by USFDA, while two of them

are approved by the UKMCA.

Observer Research Foundation

Observer Research Foundation (ORF), was established in 1990 as a

private, not for profit, think-tank to influence public policy

formulation. Its first endeavor was to bring together leading

economists and policy-makers to build a consensus about economic

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reforms. The resulting “Agenda for Economic Reforms” became the

basis for the government’s 1991 Economic Reforms.

ORF’s expertise and resources are dedicated to nation - building and

international cooperation. ORF pursues its goal by providing informed

and productive inputs, in-depth research and stimulating discussion.

ORF’s motto is Building Partnerships for a Global India.

Qatar Airways

Qatar Airways, one of the world's fastest growing airlines, recently

launched its Indian operations with a direct thrice-weekly service

between Doha-Hyderabad. At present Qatar Airways flies to more

than 35 destinations across the Indian sub-continent, Europe, the Far

East, the Middle East and North Africa. By the end of 2004, it aims to

fly to around 50 destinations.

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Today's Writing Products Limited

Today's Writing Products Limited (TWPL), a nine-year-old company,

is one of India's leading pen manufacturers. The product portfolio of

the company includes ball pens, gel pens, roller pens, markers and

highlighters. The company markets its products under the brand name

"Today's", in Indian and International markets. It has the distinction of

being the first Indian pen manufacturer to get its own brand of pens

sold in Europe through Poundland, Europe's leading single price

retailer.

UNITED WESTERN BANK

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United Western Bank, incorporated in 1936, is one of the largest

private sector commercial banks in India, with a well - dispersed share

holding all over the country. The Bank can be described as the Bank

with a Steady Past, Prospering Present and Promising Future.

With its headquarters based in Satara, the Bank has 230 branches

spread over 47 districts of nine states that are controlled by five Zonal

Offices at Mumbai, Pune, Kolhapur, Jalgaon, and Nagpur.

Videocon

The Rs.5,000 crore Videocon Group is India's largest consumer

durables company. It offers a variety of innovative home appliance

and consumer durable products, including interactive televisions and

projection televisions. Among its recent social endeavours was the

launch of a state-of-the-art ultra - modern heart institute and MRI unit

at Videocon's Seth Nandlal Dhoot Charitable Hospital at Aurangabad.

Inaugurated by India's Deputy Prime Minister L. K. Advani, the

institute is the first of its kind in the Marathwada region of

Maharashtra.

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ANNEXURE

BOOKS:-

The Source has conceptualized, researched and written six

books, two of which were released by the then Prime Minister Atal

Bihari Vajpayee.

The first of these, the commemorative volume of the Konkan Railway

Corporation, told the amazing story of how Indian engineers used

innovative indigenous technology to build a railway line over

impossible terrain - more than 100 years after the British first mooted

the idea, and abandoned it.

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In 1999, the global consulting firm Arthur Andersen commissioned us

to edit a volume accompanying the Maharashtra Agro-Advantage

exposition. This book, also released by Prime Minister Atal Bihari

Vajpayee, was sent to Indian embassies, foreign missions in India and

prospective investors.

Shree Multimedia Ltd, publishers of the daily Tarun Bharat, have

also retained our services to produce six books.

The first in the series was launched by senior political leader Pramod

Mahajan in January 2004, which showcased the achievements of the

NDA government. The second, which looked at investment

opportunities in Goa, was launched by Goa Chief Minister Manohar

Parrikar in May 2004. The third, on the landmark work being done by

the Dr. Babasaheb Ambedkar Medical Trust in Aurangabad, was

launched by noted industrialist Prithviraj Jindal in September 2004.

Another book on India's first expressway project, the Mumbai-Pune

Expressway, is ready for publication.

PERIODICALS:-

TimesProperty:-

The Source does the content generation and management for Times

Property, a weekly eight-page broadsheet publication from India's

leading newspaper group Bennett, Coleman and Co. Ltd, publishers of

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The Times of India - one of the world's largest circulated English

dailies.

The Source was among the first outsourced content management

companies to be retained by The Times of India and has been working

with the group for more than six years.

Times Property, which recently celebrated its sixth anniversary, goes

out to over half a million subscribers.

Other Publications: -

The Times Group has also retained our services for content generation

and management of ET Realty, a fortnightly real estate publication,

distributed with The Economic Times - the world's second largest

circulated business daily.

We have also handled the content generation and management for

Times Motoring, a monthly motoring publication from the Times of

India Group.

Our range of content generation and management services extends

beyond the English language. The Times Group, for example, has

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retained our services for content generation for Maharashtra Times

Property, a weekly publication circulated with India's leading Marathi

language daily Maharashtra Times.

WEB CONTENT

We have provided content to several websites including the

entertainment portal Hansazone. News updates and features from this

website regularly appeared on MSN and Yahoo.

We have also produced a daily news bulletin for Reuters, a world leader in

news and information. The bulletin, which, focused on the happenings in the

Information, Communication and Entertainment Sectors (ICE), was carried

on Reuters terminals worldwide.a few years ago.

An effective media relation is vital to the success of any corporation’s

overall communications strategy. A sound media relations programme can

deliver huge benefits to a corporation.

This is where The Source comes in. Media Relations is one of our key

strengths; with our wide network of contacts in print and electronic media

and our so und news judgment we can:

Initiate and implement a well-orchestrated media relations program to

provide credible perspectives on corporate issues.

Field inquiries on the clients' behalf from the media and other relevant

groups

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QUIRES RELATED TO PUBLIC RELATIONS:-

1. HOW IMPORTANT PRESS RELEASES ARE FOR YOUR PR

AGENCY?

Press Releases are very important not only for our agency but for

every PR agency as they are the easiest means to communicate news

about our client to the media. It gives us the liberty to decide the

content we would like to deliver to the media and hence the public.

Unlike Press Meets Press Release are not time consuming and also

require less pre and post preparation and efforts on our part as well as

that of the media. Also it avoids misinterpretations and diversion from

the topic. It helps to channelise information.

2. IS THE PR BUSINESS BOOMING IN INDIA?

True, initially the PR office was considered as a minor function

without adequate authority, but today times have changed. PR is now

one of the most booming sectors and everybody has come to

understand its importance. PR in its vague sense has always existed;

from the days of Ramayana when Hanuman went on behalf of Rama

to convey and communicate the message to Ravana to the present day

and time when almost every organization either has an internal PR

department or appoints an external one. The changing statistics clearly

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show the difference in the perspectives of people and how they have

come to accept PR as an essential part of their business development.

In India though, communication management still isn’t given the same

pedestal as it is in the west, but the PR department is fast becoming

more and more successful and established with time. Not only have

Indian corporate and business tycoons, celebrities, etc realized the

importance and need of a PR agency or PR executive the general

society has also grown to understand this field and accept it as a main

stream and major occupation, very unlike the perception of the society

a few decades ago.

3. WHERE DOES THE ROLE OF PUBLIC RELATIONS

CONSULTANTS LIKE YOU COME?

IS IT NOT THE PUBLIC RELATIONS DEPARTMENT OF THE

ORGANIZATION SUFFICIENT?

Public Relations Department of each organization has certain limitations.

They cannot handle all the areas of communication between the

organization and all the stake holders. They may not have sufficient

expertise. A professional does it in style and he assess the quality of the

output and gives a frank feed back to the Management. This will help you

to improve the Corporate Image. Again your Corporate Image needs to be

audited periodically. I will explain little more….the Management wants its

stake holders to carry certain image of the Organization…that is "Image

Goal"…How will you measure it….How do your employees perceive

you…..how do your customers perceive you……how do your share

holders perceive you, etc. Presently, no organization has made any attempt

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to identify "the image as perceived by the publics"…that is "Actual

Image". The Internal PR Department cannot do this. Only an external

Consultant can do this more frankly and give a feed back to the

Management. …This will help the Management to find the gap between

the Image Goal and the actual Image…The PR Consultant helps you to

bridge the gap through proper techniques,

4. WHAT MESSAGE WOULD YOU GIVE TO THOSE YOUNG

PEOPLE WHO ARE TRYING A CAREER IN PR FIRM OR

CONSULTANCY?

PR is about communication and communication management. It is

about perceptions and carving perceptions. I would suggest that

students who have a good command on their communication skills

and are also efficient in putting across their ideas should opt for this

field. PR does not demand any theoretical knowledge but is entirely

based on practicality, logic, presence of mind and sensible application

of creative ideas.

5. WHAT IS THE STRUCTURE OF YOUR PR DEPARTMENT?

The PR team of The Source is headed by our MD Mr. Raju Kane,

who has around 25 years of experience in the field of journalism and

Public relations. Our Vice President Mr. P.M. Bala handles business

development. Our two departments Media Relations and Client

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Servicing are headed by Ms. Archana Pradhan and Mr. Pradeep

Ghorpade respectively.

6. WHAT KIND OF CORPORATE DO YOU ALL HANDLE?

Our clientele includes the likes of Lupin Ltd and Ethypharm LL India

(which are Pharmaceutical companies), Onward Technologies and

Aurovision (which are IT companies), Qatar Airways, Jaico

Publications, Balaji Telefilms, Film Factory Productions (Ram Gopal

Verma), Red Ice Entertainment, Seven Entertainment, Mercury

Infocomm, Janakalyan Bank, etc.

7. HOW IMPORTANT IS PRESS RELATIONS? AND HOW DO

YOU CALL FOR A PRESS CONFERENCE?

Media plays a very important role in connecting to the general public

and also in shaping their attitudes and perceptions. Hence Media

relations are very vital for us as proper relations with the media help

us in getting across our message about client more effectively to the

public. Media is a powerful tool and weapon which has to be dealt

with and handled very carefully.

Press conferences are held when our client wants to make an

announcement to entire group journalists at once. Press conferences

are usually open to all media and all journalists who are interested in

covering the news. We just make sure that most of the media is

informed about the conference so that they can decide whether or they

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want to cover it. Sometimes we also have select press meets in which

case we invite only selected media and our client addresses them.

Another option we have is one-on-one meetings wherein our client

meets with certain journalists individually. These interviews are

exclusive and personal.

8. HOW DO YOU TACKLE WITH CRISIS?

There is no particular format we can follow for crisis-management. It

of course depends upon the crisis and its intensity. Most of the time

though in case our client is the wrong we make sure step are taken to

make amendments and also to rectify the situation.

9. WHAT IS THE PRESENT POSITION OF PUBLIC RELATIONS IN

INDIA AMONGST THE CORPORATES?

I feel that Public Relations is still in its infancy amongst the Indian corporates. Both Public Sector and Private Sector in India have contributed substantially for the Nation building You know the Indian mentality. You do great things. But keep a low profile. In the Same way, Indian corporate also, keeps a low profile and they do not care for the corporate image building. They don’t make a publicity of their achievements. With the opening up of economy, global competition, Indian corporate has started rethinking on their Public Relations strategies. Now they have realized that Public Relations can help them to improve their bottom line also.

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CONCLUSION

We can finally say the main objective of public relation is to establish good understanding by sharing a common problem or interest with the public. By public it means both an internal public and a public external to the organization. Mutual understanding can be established only by sharing a common interest, by communication and relations. If there is no communication there is no mutual understanding and mutual understanding is the core of public relations. The objectives of public relations differ from organization to organization, based on the nature and objects of the organization. For instance the objects of the public relation program of social welfare organizations are quite different from those of a commercial organization. The objects of a public relations department of the Goverdifferent from those of non – profit organizations and so on.

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