“PUBLIC RELATIONS –

A MODERN COMMUNICATION TOOL to Enhance

Business Efficiency”

Fenil S. Godsawala

020102028

Globsyn Business School

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 ACKNOWLEDGEMENT
It gives me enormous pleasure, having done a project on an interesting and knowledgeable topic
PUBLIC RELATIONS - A MODERN COMMUNICATION TOOL to Enhance
Business Efficiency
This project has not only widened my horizon as far as academics are concerned but also helped
me to enlarge my knowledge bank. Marketing Management and Human resources are not topics,
which could be handled with certain amount of casualty. It requires a deep study and hard work,
which is a key to success. There are many people associated with this project without which this
project would not have been possible.

I thank my Institute Globsyn Business School for giving me an opportunity to show my skills. I
also thank all my nearer and dearer ones without whose support this project would not been
possible.

I would like to thank Prof. Archna Dutta, Prof. Kavita Sharma for the help and guidance
provided to make me learn, and understand the concepts and complete my project work. Without
his help I would not have been able to complete my work in the present form.

I am deeply grateful to Mr. Subhojit Sen and Mr. S.B. Sen Majumdar for his ever willing help
and guidance to complete my project successfully.

I would like to thank to my colleagues Ms. Nishtha Agrawal, Ms. Riddhima Agrawal, Mrs.
Krishna Parekh, Mr. Rajesh Desai, and Mr. Vijay Desai for their noble inspiration, keen
interest, constant supervision and ever willing help throughout the course of this study.

Above all I would like to thank all colleague of firm who took out valuable time for better
understanding of my queries and gave me full information about PR industry.

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 APPROVAL OF SUMMER PROJECT GUIDE

This is to certify that Mr. Fenil Godsawala a student of Globsyn Business School, Ahmedabad
has worked under our guidance and supervision. This Summer Project Report has the requisite
standard and to the best of our knowledge no part of it has been reproduced from any other
summer project, monograph, report or book.

Project Guide

Date:

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 Declaration

I hereby declare that this project titled “PUBLIC RELATIONS - A MODERN

COMMUNICATION TOOL to Enhance Business Efficiency” completed in 7th April - 7th June,
is my own & I have not copied the project from any sources. This project is carried out under the
guidance of faculty guide Prof. Archna Dutta, Prof. Kavita Sharma and my company guide Mr.
Subhojit Sen. This project is done for the partial fulfillment of the requirements for the Post
Graduation Diploma in Management from Globsyn Business School, Ahmedabad.

Date: --------------------------------

(Fnil Godsawala)

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 EXECUTIVE SUMMARY

The aim of the project was to understand the PR as a modern communication tool to enhance
business efficiency. Objective behind any PR activity is to get the message out to the public with
use of any kind of media channel. Public Relations firm do different activities like Media News
Creation, Tracking Events, Relationship Building, Press Releases Dissemination, Contributory
Articles Creation, Profiling Opportunities, and Press Conference etc. Success of a PR activity is
based on two vital activities. One is relationship and another is communications. PR has
capability of highlighting and hiding both positive and negative news of the organization. So PR
is a communication tool which does not helpful for business efficiency but also works at the time
of crisis for company to maintain its brand image.

To deal with the topic I did a detail study of various Activities of a PR Company such as
Documentation of Media, Media Management at Venue, Media Docket Creation. In my
internship period I have done activities such as developing new business for the company,
managed Press Conferences and Press Interaction for different clients such as Bhavani Gems,
Varmora Granito, Johnhopkins School, CHASE movie, Bhu:sattva Khadi Art, ESPN & Star
Sports, Liberty Career Academy, and Tech4Less etc. It was a great learning experience for me at
Strategic Media Services to actually know corporate maintain their public relations with society,
media, stake holders, and government which indulge it to create a brand image. The main
objective behind these learning was to have personal practical interaction with client, media and
to have proper understanding of client’s activity to be communicated with media and all.

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 TABLE OF CONTENTS

Sr. No. Title Pg. No.

1 Introduction of PR 07

2 Public Relations in India 09

3 Company Profile 11

4 Action line of SMS 15

5 Role of a PR Consultant to organize a Press Conference 16

6 Difference between PR and Advertisement 18

7 PR as a modern communication tool to enhance business efficiency 20

8 SWOT analysis of PR in Gujarat 24

9 Experience at SMS 26

10 List of Media 28

11 Press release 30

12 Media Invitation 31

13 Media Registration Sheet 32

14 News Tracker 34

15 Snaps of Events and Press Conference 35

16 Bibliography 36

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 Introduction of PR : Public Relations

Public Relations is defined as ‘the art and science of managing communication between an
organization and its key constituents to build, manage and sustain its positive image.’

The Oxford Dictionary defines Public Relations as ‘The activities and techniques utilized by
public and private organizations and enterprises to establish favorable attitudes and responses in
their behalf on the part of the general public or special groups; included are analyses of attitudes,
appraisal of procedures and policies, recommendation of internal change, and effective
presentation of the organization’s purposes and objectives.’

Public Relations actually rank in importance with such other management functions as
production, distribution and finance. In a changing world where actions of business, religion,
education government and all other sectors are being judged before the bar of public opinion,
Public Relations is essential, its role assured, and its future bright. PR is called a RACE—
Research, Action, Communication and Evaluation. But the key activity in PR is communication.

Public relations involves building relations with company’s different stakeholders who are
directly or indirectly allied with company by obtaining favorable publicity, good corporate image
building, and handling or heading off rumors, stories, and events.

Public Relations is a set of management, supervisory, and technical functions that foster an
organization’s ability to strategically listen to, appreciate, and respond to those persons whose
mutually beneficial relationship with organization are necessary if it is to achieve its mission and
values. Essentially it is a management function that focuses on two-way communication and
fostering of mutually beneficial relationships between an organization and its publics. Building
and managing relationship with those who influence an organization or individual’s audiences
has a central role in public relations.

Basically PR is a part of marketing activity. Hence basic marketing techniques also apply in PR
activity. Fundamental technique used in public relations is to identify the target audience, and to
tailor every message to appeal to targeted audience. Target audience can be a general, nationwide
or worldwide, but it is more often a segment of population.

Public Relations is very reliable way of publicity, and it reaches to the people who avoid
salesperson and Advertisements. Public Relations is used for dramatizing a company or a
product. Public Relations can be used again and again by using prior experience and can be
modified, and therefore, planned PR can be effective and economical.

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 Stakeholders of a Public Relations Campaign:

 Management
 Employees
 Shareholders
 Customers
 Government
 Media
 Unions
 Channel members
 Local community
 Financial community
 Special interest groups

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 Public Relations in India

Public Relations in India has relatively short history and a very long way to go. In a society that
is growing in complexity PR is needed to win goodwill. The Indian PR industry has grown
considerably since 1947. According to one estimate the PR industry in India is now worth around
Rs. 5000 crore employing over more than 50,000 professionals.

Public Relations is as old as human civilization. Three elements of PR are practically as old as
society. They are – informing people, persuading people and integrating people.

In the Ramayana there is a character called Bhadro who used to report to Rama about popular
feelings and perceptions. Employing professional bards to sing the glory of the king was an
ancient custom in India. Much of what is known today about the exploits of the kings and ancient
civilizations is the result of scribes seeking to glorify the achievements of a royal patron.

Public Relations in India can be divided into three broad phases-

1) Era of propaganda
2) Era of publicity
3) Modern PR

Each of these phases had a definite communication objective. In the Propaganda phase, religious
leaders like Mahavira, gautam Buddha, Guru Nanak etc. attempted to win the followers to their
respective faiths. The rulers used propaganda techniques to preserve their rule and keep an eye
on fascinates of their enemies.

The second stage, the Era of Publicity, began when Queen Victoria took charge of Indian
administration in 1858, after the great revolt by Indian soldiers. The British involved
communication by developing a relationship with newspapers. The establishment of the Editor’s
room in 1858, and the institution of the post of the post of First press commissioner in 1880 were
milestone in the publicity machinery that made available Government information to the people
through the printed word.

Publicity has graduated into Public Relations in independent India. As Indian society become
more complex, the need of Public relations was felt to win the goodwill of various component of
the public. Modern business too, with their social perspective stared thinking in the terms of their
social obligations and social sanction- a sense of duty to the society in which they operated. As
the fastest growing profession in India, it is important to be acquainted with the evolution of
Public Relations profession against the steadily changing political, economic and industrial scene
of India. Though it has been practiced in India for decades, the scope and applicable of PR is
quite different now. MNCs, Public & Private limited companies, and even HUFs have now

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started using Public Relations which was initially not focused. A profession that was almost non
existence before independence, Public Relations has made great Strides during the last 60 years
in every sector, be it government or industry.

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 For Creativity in Communications…

Company Profile

Earlier Strategic Media Services was named as D’ Strategic Associates (DSA) which was a
partnership firm while SMS is sole proprietorship firm. Mr. Subhjoit Sen is the managing
director of SMS. He initially joined Dainik Bhaskar Group (National Hindi Daily Newspaper)
with their top management across 4-5 key centres across the country and then he joined
Rediffusion D Y & R which was the third largest advertisement firm because of his keen interest
in creativity & media related activities. He was Communication Head there for three years and
later he started his own PR agency, with a partner which existed for more than one and half
years. And then on 1st July, 2008 Mr. Subhojit Sen started his own PR agency named as Strategic
Media Services (SMS) which is now second largest PR firm in Gujarat and it is one of the fastest
growing PR agency of Gujarat.

Strategic Media Services Public Relations covers the entire gamut of communication activities.
Strategic Media Services has 8 Member team with a cumulative experience of more than 10
years in field of Public Relations. It has also conducted client activities in Rajasthan, Madhya
Pradesh and Maharashtra for its esteemed clients. Strategic Media Services has its well resourced
office in Ahmedabad and Own team of resources in major cities of Gujarat namely Surat,
Baroda, and Rajkot to handle activities of esteemed clientele.

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Some of major clients and project experiences of SMS:

 VADILAL Group
 Wagh Bakri Group
 VIMAL TRADE
 Prudent Corporate Advisory Services
 IIID – Indian Institute for Interior Designers
 STAR PLUS India Pvt. Ltd.
 Colors TV 18
 Rising Tradelink Pvt. Ltd.
 Calorx Foundation
 Max New York Life Insurance
 Yes Bank
 ESPN Star Sports
 Gujarat Chemical Association
 Kohinoor Institute of Hospitality – Khandala
 Maruti Courier Services Pvt. Ltd
 Asian Tiles Ltd
 Varmora Granito
 Liberty Career Academy
 Arman Finance Services (Microfinance)
 Amway Foundation

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Strategies of SMS for business development:

 Strong media relations

 Industry contacts
 Regular eye on recent news of different industries, organizations, firms
 Regular personal contacts with editors of different media
 Tie ups with major PR agencies of different regions
 Working according to interest of different media to satisfy every client in possible way.

Challenges for SMS:

 SMS finds biggest challenge for any PR agency in Gujarat is less awareness of PR in
Gujarat.
 It is very difficult for any PR agency to deal with all major media for all clients in a
similar way.
 Lack of PR professionals in Gujarat is also a challenge as there is not so much awareness
about PR in Gujarat.
 A client has its specific message or activity to communicate but it is a most challenging
part as a PR to communicate or tap particular media as per requirement of client.

SMS Do not believe in the following –

 PR is only one month-one project enterprise

 That they can control the media
 That there is only one avenue to achieve desired results
 That they can work for their clients cheaply and in return offer cheap services to them.

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 Action line of SMS
Media News Tracking:
Media news tracking is a daily routine activity in a PR firm. To keep updated our own self is
very much essential in PR industry. Regularly Tracking News on Company, Competitor
activities and Industry developments across major national, regional and local media helps to
measure success of a project and also helps to get updated a client.

Press Conference:
Press Conference is held for sharing important announcements with the key media across all the
major cities. SMS could look at sharing the same announcements across Ahmedabad, Baroda,
Surat, Rajkot and other cities to juice up the news with the local media.

Relationship building:
The complexity of Local media is best addressed through a network of relationships in key
media locations across the state of Gujarat; and it is a handful of journalists who are the principal
movers… build a bridge. At least three Key media relationship meeting every month to share
updates and growth plans.

Press Releases:
Press Releases is collection of information regarding development, achievements, and future
plans of company. At least 1-2 Press releases to be shared with the media every month to keep
them updated on the latest developments of the Brand and industry.

Contributory articles:
Key Tier 1 media could be tapped for sharing contributory articles on growing potential and
emerging trends of Gujarat’s Communication industry.

Profiling Opportunities:
Profile of Company and its chairperson or senior spokesperson is developed with span of time.
This initiative aims at building the brand by showcasing the profile of company officials and
spokesperson through profiling column opportunities which exists in the media.

Events:
Events provide a platform to share important news bytes. At least one event should be
organized every two months across major cities of Gujarat. Media would be invited to
provide good photo opportunities during such events.

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 Role of a PR Consultant to Organize
a Press Conference

1. Creation of Press briefing agenda and preparations of all important documents to be

shared during the briefing on company’s new product ranges, plans, growth and expansions.

2. Media Invitation: PR consultant drafts the Media Invitation and disseminates it a day prior
to the press conference.

3. Dissemination of Media Invitation: A day prior to the press conference, PR consultant

disseminates the media invitation. They personally go to the media houses and hand over
the invitation to the editor, also give a brief detail about the event to be organized and
convince the editor to send journo to attend the Press Conference.

4. Press Release: PR consultant prepares Press Release that has to be giving to the media
representatives on the day of press conference. They draft the press release and get it
approved with client in advance.

5. Creation of Minute to Minute agenda: PR Consultant creates minute-to-minute flow of

press conference so as to give a clear idea to the client about the flow of press conference.

6. Press Kit: Media is handed over a press kit that includes Press Release, Profile of
spokesperson, Talking points to the spokesperson, Fact Sheet of the company, Corporate
Brochure along with pad and pen. PR Consultant ensures that the kit is ready in advance
and handed over to the media representatives on the venue.

7. Creation of Corporate Brochure: As communication experts, PR Consultant gives inputs

for the write-up of Corporate Brochure of the company which can be used by the company
to disseminate in media along with the press kit.

8. Profile of Spokesperson: As a PR agency, PR Consultant makes sure that the profile of

the spokesperson is drafted well. In the profile, the educational and professional background
of the spokesperson is written in a systematic manner.

9. Talking points: PR Consultant also drafts out the talking points for the spokesperson, this
will highlight and channelize the presentation given to the media representatives.

10. FAQs: PR Consultant provides a set of FAQs generally asked by the media representatives
and the correct approach to answer the controversial questions.

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11. Photo Opportunity: PR Consultant arranges for proper photo opportunity during the press
conference. It will be ensured that the key persons of the company, the product launched
and Logo are covered in the photographs.

12. Media List: PR Consultant short list the print as well as electronic channels to be invited for
the press conference and a day prior to the conference, will touch base with the editor so as
to get the maximum media representatives present on the day of press conference.

13. Venue Management: On the day of press conference, agency’s representatives will be
present on the venue to welcome the media representatives and take care that the
interactions are done with the key media.

14. Telephonic interviews: In case short listed media representatives cannot attend the
conference, PR Consultant will take care that a telephonic interview is arranged with the
spokesperson and the media resp.

15. Regular Tracking and Scanning of the coverages: On the other day of the press
conference, coverages will start appearing in the newspapers and PR Consultant will track
and scan the news and send it across on mail. They will also get the electronic news tracked
and stored in a CD for the future records of the clients.

16. Complete Dossier: A complete event dossier would be submitted within 5 days of
completion of the project, which would have Print Clippings, TV Clippings and Event
Photographs.

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 Difference Between PR and Advertisement
Initially advertisement & PR was considered same. There was no major difference considered
between the two, but with the passage of time lots of differences found between advertisement
and PR. Some of them are as below:

Advertisement is costly while PR is cost effective

Advertisement is more costly compare to a PR activity. Even in an advertisement campaign we

have to tap different media channel separately. While PR is a cost effective activity which covers
up to 50% cost to the advertisement moreover covers all media in one activity including
electronic media.

Advertisement is Visual while PR is Verbal

Advertisement uses the mantra that a picture is worth a thousand words. So advertisement is
almost totally visual. Motivation is another matter. The mind thinks with words and not picture.
The essence of PR is verbalizing the brand in the way that encourages the media to run the
stories about the product or services.

Advertisement is Wind while PR is Sun

This means ads spreads, inserts, foldouts and forces into the mind of people while PR is not
forcing anyone. Entire thing is in the hands of media, you just make sure that publicity material
is fruitful as possible.

Advertisement is Spatial while PR is Linear

Advertisement start on the date of launching and ends shortly, it is difficult to force in the mind
of people. While PR is linear, this means it goes on and on. Its elements go over & over.

Advertisement uses the big bang while PR uses the slow build-ups

While the new brand is going to be launches it needs to accomplish many things like capture
attention, register the name of the new brand in the mind and attach more positive attributes. But
PR much better choice. PR is forced to use slow built-up as there is no way one can coordinate
the media coverage.

Advertisements is self directed while PR is other directed

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A company that launches advertisement campaign has decided what it wants to be, what it wants
to sell and whom it wants to sell it to while company that is launching PR campaign puts its
future in the hands of other. It is the media that decides what it wants to write about the company.

Advertising favours line extensions while PR favours new brands

The biggest issue today is putting the company or brand on new product in a different category.
Advertisement agencies usually go along with the line extension thinking because it means they
get to keep the account. But new brands should not be introduced with the advertisement
anyways. New brands need credentials and this job is done only by PR.

Advertising is brand maintenance while PR is Brand building

Advertising is used for a brand which is already in the minds of people. It is just used for the
remembrance of the customers. It is used for the maintenance of its position. On other hand PR is
used for new brands. It is used to move up the branding ladder.

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 PR as a modern communication tool
to enhance business efficiency

Corporate Communication:
Corporate communication is the communication issued by a corporate/ organization/ body/
institute to all its public. Public here can be both internal (employees, stakeholders) and external
(agencies, channel partners, media, government, industry bodies and institutes, educational
institutes and general public). Corporate communications (PR) serves as the liaison between an
organization and its media.

Organizations can strategically communicate to their audiences through public relations and
advertising. This may involve an employee newsletter or video, crisis management with the print
media, special event planning, building product brand value, and communicating with clients.

What Corporate Communications (PR) encodes and promotes?

 Strong corporate culture
 Reasonable corporate philosophy
 Coherent corporate identity
 Genuine senses of corporate citizenship
 An appropriate and professional relationship with the press, including quick, responsible
ways of communicating in a crisis
 Understanding of communication tools and technologies
 Sophisticated approaches to global communications

Corporate Communication ( PR ) comprises:

1. External Communications

Media Relations

This involves building and maintaining a positive relationship with the media (Television, Print,
and Web). This includes, but is not limited to, drafting and dissemination of press releases,
organizing press conferences and meeting with media professionals and organizing events for the
media as a group.

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External Events

It involve vendor/ supplier/ distributor meets, channel partner meetings, events related to product
launches, important initiatives etc.

Company/ Spokesperson’s Profiling

Ensuring that, the company/ organization’s spokesperson is in the public limelight, is well known
and considered as an authority in the respective sector/field.

 Managing content of corporate website and/or other external touch points

 Managing corporate publications- for external world
 Managing print media

2. Internal Communications

 Managing corporate publications for employee and partners

 Organizing internal events for staff

Employee communications

 Sharing information with employees, building employer pride, managing employee

issues etc
 Managing the internal web portals

Brand management

 Development and upkeep of the identity to ensure adherence to corporate brand

guidelines.

Crisis communication

 Manage crisis communications through effective communication

It is very necessary to be competitive for any business to sustain in the neck cut competition of
technology and innovation. Now a day’s marketing and promotional activity in any industry is
become much more conceptualized and focused. ‘Jo Dikhta He Wo Bikta He’ quote is becoming
much more effective in the real corporate world. Advertising helps to get focus for the brand or
company. But it is a subject of communication where a firm should have pro active plan to get
better and efficient result. To deal with this pro active approach of communication, PR can be
used as a modern communication tool to enhance business efficiency. PR, with its strategized
communication, helps in branding and business development.

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The PR plays three major roles as a communication tool in branding to enhance business
efficiency:

 Integrate communication
 Feed you, Feed me
 Crisis management

Integrated Communication

PR tries to integrate the organization culture, internal and external actions, alignment and
consistency to the strategy and long term relationship building efforts.

Communications includes internal and external medium. Internal includes management,

distributors, suppliers, employees while external includes media, associations, public, investors
etc.

Feed you, Feed me:

In this strategy both internal and external work for each other’s interest and try to achieve
win-win situation. For e.g. if any company is to launch new product and tries to build a brand, it
organizes press conference and invites media persons through a PR agency for dissemination of
product information as well as they also offer some gifts & mementoes for media. On other hand
media in response give coverages and product publicity.

Crisis Management:

PR has capability of highlighting and hiding both positive and negative news of the organization.
So the company uses this hiding of property of PR for best of its use and if they are in crisis
which they can’t advertise than for sharing news, they use PR for the same and try to maintain
their position using PR.

PR is generally considered to have long term effects like traditional advertising and it is
primarily concerned with delivering message. This places PRs efforts firmly in the brand
building category which enhances business efficiency. Interestingly PR industry has struggled in
the process to measure and evaluate the effectiveness of its activities. A group of practitioners
have developed standards for both assessing PR outputs (short term result) and PR out comes
(the long term impacts). Such outputs include media content analysis, internet analysis, trade
show participation event planning. These specific activities can be easily measured due to its
objectivity. These outputs concern how well an organization receives. Such outputs are
concerned with how good a job is being done in the areas of press agency and public
information.

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The long term objectives, recall and retention of messages and opinion, attitude and behaviour
changes, resulting from the firm’s communication efforts. Measurement of outcomes necessarily
involves conducting research among targeted public and they cover the firm’s application of two
ways asymmetrical and symmetrical communications.

During my experience at SMS following events were undertaken by different brands for its
promotion-

1. Press meeting with star cast of TV serial “Uttran” was arranged for Colors TV channel.
2. Press release dissemination for POGO channel for its bollywood blockbuster program.
3. Press conference of Bhavani Gems at Surat for their announcement of world’s smallest
diamond launch.
4. Press Conference for promotion of “Chase” movie.
5. Press release dissemination for Colors new TV serial “Kitchen Champion”.
6. Press release dissemination for Toyota Motors for adding special addition in Toyota Innova
product line.
7. Press conference of Vormora Granito in Mumbai for introducing Digital Printing Technology
first time in India.
8. Press release dissemination of Alktile mobile for launching new range of mobile phones in
India.
9. Press release dissemination for SET MAX
10. Press meeting arranged at Gandhidham with leading Doctors for Johnhopkins School
11. Press Conference to promote Khadi Art of bhu:sattva brand of Rising Trade Link Pvt. Ltd.
12. Press release dissemination for Canara HSBC Oriental Bank of Commerce Life Insurance for
its expansion plan.
13. Press conference for Liberty Career Academy to celebrate excellent show by students of
Gujarat in U.P.S.C and G.P.S.C examinations.
14. Press release dissemination regarding Cervical Cancer.
15. Press interaction for ESPN Star Sports to make clarification for their clash with GTPL.
16. Press interaction and meeting arranged to promote TECH4LESS exclusive laptop showroom
for Aeqvitas Technologies Pvt. Ltd.

SWOT analysis of PR in Gujarat

Strength:

Financially Cost Effective

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PR is very much cost effective with compare to Advertisement. It costs less than 50% of Ad rates
whereas its range is so far ahead of advertisement.

Direct Reach
PR is useful in directly reaching the target audience and even PR is also useful to reach remote
areas or unreached places through local newspapers. Thus it helps in reaching the customers
where even advertisement is not able to reach.

Crisis Management
PR has capability of highlighting and hiding both positive and negative news of the organization.
PR is an only tool to pretend at the time of crisis in front of media and public. Hence company
uses this hiding property of PR for best of its use and if they are in crisis which they can’t
advertise than for sharing news, they use PR for the same and try maintaining their reputation
using PR.

Positive Impact on Public

Media is one the biggest influencers for public in a general way. Advertisement can also affect
public but it also creates negative impact in some way. With the use of PR, if a media do a
publicity article of a company, brand or a product than it creates positive impact on the mind set
of general public as people are influenced by media.

Brand Building
Today media has become highly powerful and its being greatly used by the organization to share
information or news about their newly launched products and regularly send information in the
market about their products to be in the minds of people forever and in this way to create the
brand image.

Weakness
Uncertainty
Although PR agency tries its best to get sure result but behaviour of media is highly uncertain
and there is lot of dependence of PR on media, therefore one can say that PR is very uncertain.

Unpredictable

News published with use of PR is highly unpredictable. News spread with the use of
advertisement is surely published but the same is not possible with PR. It may be published or
may not be published.

Lack of awareness
PR has not acquired much popularity as compare to advertisement. PR is yet to go beyond the
metro cities and that because PR consultants in Gujarat also have to make effort to spread

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awareness regarding PR. It is a challenging task for PR professionals to deal with unacquainted
corporate houses.

Lack of Professionalism
Except some leading PR firms in Gujarat, PR industry is not much professional. Some of the
reasons would be Lack professionalism in media, Lack professionalism of some business houses
in Gujarat, Lack of awareness regarding PR and for that it is to be improved etc.

Opportunity
Long Way to Go
PR industry in Gujarat is having far more opportunity to grow as it is not so popular on the other
hand industry growth in Gujarat is more than any other states.

More use of IT
To use IT for fast transformation of information which is very economical, the speed of
transforming information should be speedy. This can be possible by using optimal use of
internet.

Threats

Advertisement
Some of the corporate firms find advertisement more reliable tool of marketing than PR and
consider PR as unnecessary.

Media
In the place like Gujarat where PR is not much popular, some of the media people run in house
PR could be threat for PR industry.

Low key profile

People do not consider PR as a reputed profession. A person seems low key profile to work with
a P firm.

Experience at SMS

As my internship project was in a PR Company, I needed to understand how basically a PR

Company functions. I got a good learning experience at Strategic Media Services (SMS) with
helpful team members. At the SMS, I firstly learned how newspapers are divided into different
categories i.e. Main line, Vernaculars, Local etc. and learned how news papers are read in a PR
Company

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I came to know what is Press Release and how to Pitch it & Track it. I learned to prepare a PR
Proposal to approach a new client. I helped for new business development for the company and
also attended meetings to convince clients.

Navneet Publications

I met head of operations at Navneet House,Ahmedabad and discussed how PR can help Navneet
for their brand building? I also suggested him how effectively they can communicate to kids &
society which are their target audience.

Vormora Granito

I visited Varmora Granito at Morbi, one of the largest ceramic players, for business purpose and
met some other clients for new business generation in Morbi.

I personally handled project of Vormora Granito for Mumbai with my mentor. I gave helpful
suggestions to my mentor regarding cost and arrangements for press conference of Vormora
Granito at Mumbai.

I travelled to Mumbai with a colleague to work on whole aspect of project including Media
Invitation, Cost Analysis, and Coordinating the press conference. (i.e. client and the media). I
actually faced & learned to handle with pressure to client, media, and mentor.

Bhavani Gems

I managed a successful press conference of Bhavani Gems for their announcement of ‘world’s
smallest diamond launch’ at Surat. I also got appreciation from Mr. Manji Dholakiya, chairman
of Bhavani Gems, for satisfactory work.

Vimal Oil & Food Pvt. Ltd.

I attended meeting of Vimal Oil & Food Pvt Ltd. to know its business activities and
opportunities.

Bhu:sattva

I studied about bhu:sattva brand which is hold by Rising Tradelink Pvt. Ltd. to promote ‘khadi
art’ on an international platform. We planned to organize a social event with Italian designer Ms.
Wanda Casrel for Bhu:sattva, Women Empower Corporation, and Ora World Mandala to
promote ‘khadi art’. We also suggested regarding pre-press event to have buzz of the main event.
I gave important suggestions regarding venue management and agenda for the pre-press event, in
the meeting with director of Rising Trade Link Ltd to discuss agenda for the Press Conference. I
attended with director of Rising Trade Link Ltd to discuss agenda of main event that is unveiling

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‘Khadi Art’. I did media round and meet editors & chief reporters of different media to invite for
unveil of ‘Khadi Art’. I did media management at the event of Khadi Art Movement at Mahatma
Gandhi Labour Institute for bhu:sattva brand.
I scanned and made tracker for coverage of bh:sattva khadi art movement. I also cut the video
footage of khadi art event and made it customized for electronic media. And took a media round
at different national electronic media to disseminate CD and discuss further activity

Gujarat MBA web portal

I attended meeting with Mr. Rajesh Asrani, GLS institute, regarding launching a website for
MBA aspirants of Gujarat. And made PR Proposal for Mr. Asrani regarding his website launch

Liberty Career Academy

I made PR Proposal for Liberty career Academy and meeting attended at Liberty Academy to
discuss agenda for their event, venue, press briefing, profile of company, spokesperson and guest
of honor. I finalized chairman sir’s speech and agenda for the Press Conference. I attended Press
Conference of Liberty Career Academy, Coordinated stage, Photography and Media
Management.

Aeqvitas Tech. Pvt. Ltd.

I attended meeting with Mr. Saurabh Pathak at Aeqvitas Tech. Pvt. Ltd. to discuss brief of the
Company and MD’s profile and made PR Proposal regarding launch of their new showroom.
I managed one to one media interaction with Mr. Saurabh Pathak, MD of Aeqvitas Tech. Pvt.
Ltd. I did a media round and personally shared invitation to the Editors for Aeqvitas
revolutionary showroom inauguration named TECH4LESS.

Gujarat Chemical Association

I met chairman of Gujarat Chemical Association, Mr. Jaimin Vasa, regarding their further
expansion plan and simultaneous activity with Svarnim Gujarat.

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 List of Media
English Mainlines

1. Ahmedabad Mirror
2. DNA/ DNA Money/ DNA After hrs
3. Times of India/ Ahmedabad Times
4. Economic Times
5. Business Standard

Gujarati Mainlines

1. Gujarat Samachar
2. Sandesh
3. Divya Bhaskar
4. Jaihind
5. Loksatta-Jansatta
6. Economic Times
7. Gujarat vaibhav

Gujarati Locals

1. Prabhat
2. Western Times (Eng., Guj.)
3. Jan hitaishi
4. Vavad
5. Aapnu Gujarat
6. Nirmal Gujarat
7. Katch Uday
8. Aap ane Ame
9. Alpviram
10. Chaupal
11. Pashchim Express
12. Metro Herald
13. Standard Herald
14. Herald Youngleader
15. Gujarat Shatabdi

Outstation Papers

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1. Gujarat Mitra (Surat)
2. Gandhinagar Samachar (Gandhinagar)
3. Gujarat Today (Ahmedabad)
4. Sambhav Metro (Evening- Ahmedabad)
5. Aaspas (Saurastra)
6. Phulchab (Rajkot)
7. Aaj kal (Rajkot)
8. Saurastra Bhoomi (Junagadh)
9. Vadodra Samachar (Baroda)
10. News Line Sidha Samachar (Ahmedabad, Baroda)
11. Bhoomi (Jamnagar)
12. Kutch Mitra (Bhuj)
13. Akila (Rajkot)
14. Naubat (Jamnagar)
15. Sanj Samachar (Rajkot)
16. Rakhewal (Deesa)

Wire Agency

1. PTI
2. UNI
3. SSS
4. AFP

Electronic Media

1. Etv
2. TV9
3. GSTV
4. Gujarat News
5. CNN-IBN
6. CNBC Aawaz
7. NDTV
8. CNEB

Press Release

Press Release is a source of information which provides entropy to the media for their perusal
regarding all needful information of company and product or news to be promoted.

Press Release is also to be form and to provide in vernacular language, as Gujarati in Gujarat.

Specimen of Press Release is enclosed here of TECH4LESS laptop showroom launch.

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 Media Invitation
It is a responsibility of a PR Consultant to make proper media invitation in a proper company’s
letter pad.

This media invitation is to use to give formal personal invitation to media and it is also scanned
and mailed to media.

Specimen of media invitation of Bhavani Gems and Vor mora Granito is enclosed.

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 Media Registration Sheet
Media Registration Sheet is prepared for registration of media person on the day of Press
Conference.

Media Registration Sheet is submitted to the client with final Docket of coverage to ensure
presence of different media.

Specimen of Media Registration Sheet is enclosed.

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 Media Registration Sheet

Center: The Taj Gateway Hotel. Date:2nd April,10.

Sr. Publication Journalist Photographer Contact No.

No.
1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

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 News Tracker
News Tracker is a format to record coverage of client which is collectively submitted to the
client in the form of final Docket.

Coverage of news is cut from the news paper and it is stuck on the Tracker with Publication,
Date, Edition, and Page Number mentioned.

Specimen of a Tracker is enclosed.

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Snaps of Events and Press Conference

34
 Bibliography

Books

1. The Fall of Advertising and Rise of PR

By: Al Ries & Laura Ries

2. PR and Media Relations

By: Dr. G.C. Banik

3. Marketing Management
By: Philip Kotler

Web Links

1. www.strategicmediaservicespr.com
2. www.prinfluences.com
3. www.prwatch.com

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