Current Status of PR in India

 Current Status of PR in India

India has been through numerous turmoil's, being attacked and plundered from outside by various countries for centuries. The growth of PR as a profession in India has been a subject of intense discussion and contemplation. Many scholars have carried out analysis of the historical transformation and growth of Public Relations in India from diverse outlooks. JM Kaul, for instance, recounts four stages of historical evolution of Public Relations, viz., early stage, the stage of conscious PR, the third stage of PR and finally Professionalism in PR.

Emergence of PR in India

Some scholars presume that in the early stages, PR as a management’s opinion appeared extra as an aid of ‘liberal’ philanthropy by the pioneering industrial tycoons. Kaul cites the example of Tata Iron and Steel Company (TISCO) which indulged into production in 1912. Since commencement, the Tata’s were concerned about community relations as they constructed the model town of Jamshedpur wherein they not only provided housing, electricity, water, free primary education, technical institutes and hospital, but also stimulated social, cultural and economic development of the community. Tata’s have been the pioneers in initiating employee welfare schemes.

It was during this phase that Tata inaugurated their public relations department at their head office in Bombay (now Mumbai) in 1943. It also introduced a monthly publication next year for enhanced employee communication.

Practice of Public Relation in Public sector

India settled on for a mixed economy model after independence. However, public sector was visualized as an ideal choice of the Government. This leading factor led to the pathway of Industrial Policy Resolution of 1948 and subsequently Industrial Policy Resolution of 1956. The 1948 Resolution foresaw growth of core sectors through the public undertakings.

A settlement at the topmost government hierarchy was taken around that time that all the central public sector enterprises (CPSEs) that now number about 250 would have a public relations department supervised by a professional. It was also communicated to the public sector chiefs that for acquainting and encouraging the employees, every public sector enterprise under the Central government would bring out a in-house journal for efficient employee communication.

While looking at the media scene in India from the time of independence until the 70s, when many public sector companies were being established, the television and radio were under the government control. Now with more than 350 news channels in the private sector also, Doordarshan is in rivalry with them but simultaneously reflects government’s viewpoint rather than being a sole news broadcaster.

Proficiency in PR

PR progressively was also witnessed as a springboard for building trademark and crisis communication. The PR consultancies were engaged by worldwide corporate organizations for providing them a resolution of the situation, plan of approach for transcending through turmoil, and utilizing recommendations for influencing legislation and acknowledging to the condemnation from competitor groups who were at odds with ‘globalization of India’ a term often used by the ‘Swadeshi’ influencers.

While everyone uses PR in India, be it central or state governments, corporate organizations or the non-governmental sector, the tools, techniques and strategies often vary. For the private and multinational companies, advocacy and lobbying ( it may not be called so in India as Lobbying is not legal) are essential part of PR, the public sector organizations, by and large have a quality blend of media for PR activities that incorporate press/media relations for image publicity with the outside world through unpaid media, and internal communication with employees and investor relations in companies that have gone public.

Current State of Public Relations in India

Public relations is a flourishing profession in India. There is a centennial of large and small PR consultancies in the country, which employs thousands of practitioners. Most companies in the private sector and almost all companies in the public sector have departments that look after public relations. According to a survey conducted by the Associated Chamber of commerce and Industry in India (Assocham, 2012), the PR industry in India is growing at an annual rate of 32 percent. Many are of the opinion that the true definition of conventional PR has gone through a change. PR in its new archetype not just encloses media relations and employee communication, but is used growingly for strategic communication, brand set up, customer relations and crisis management. From an executive function, PR is now becoming a part of the distinguished management job accessing the core merits of an organization.

A Final Note

Public Relations Consultants Association of India (PCRAI) a trade organization represents public relations consultancy firms in India. formed in 2001, its quest is to “continuously establish specific standards, knowledge, ethics and skill and to inspire and promote the advancement of Public relations Industry in India, while validating the success of professional and ethical services”. PCRAI is affiliated with International Consultancy Communication Organization (ICCO) which is an international association for all national communication consultancy organizations headquartered in the UK.