New online PR group in India - PR for Youth - Share and learn from PR experiences
View Comments Published by on 5/20/07 at 15:30.
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The PR industry in India predominantly consists of young people - freshers from PG mass communications institutes or PR professionals with some years of experience. These are the ones who are out in the field doing the media rounds everyday, those who are responsible for running PR campaigns of big and small clients alike, getting press conferences done, and those who get the much desired media clips. They are the ones who run the show most of the times once any client comes into any PR agencies' kitty. However, their voices get buried deep among the sophisticated PR philosophies of the veterans. PR associations talk a grand language that many of these young people often do not understand.
Is there a disconnect with the young PR people and PR associations? I am not sure but I feel that young people in the industry are more interested in knowing and learning what it takes to get more clips for their clients, how to improve their media network, how to grow their career path in the industry, how to write a better press release, how to give a ppt. presentation to the client, how to make a PR plan, which agencies are paying the best, etc. - things that are more immediate than rather say a discussion on the challenges and possibilities of PR in the new world economics.
Recently there was a discussion in the online PRPoint group on the state of the PR associations in India and people realise that there was a need to form a group consisting of young people.
This discussion has taken shape in the PR for Youth group that is now live and running.
The group has been started with the guidance of K. Srinivasan of the popular Yahoo groups on marketing and PR and being moderated by Tushar, a Mumbai-based young PR professional . Since its inception a few weeks back, the group already has 32 young PR people as its members on board.
I think this could become a good platform to share thoughts on our PR practices, share tools and information, etc. We can learn a lot from each other's experiences and seek help on issues we are facing. Maybe we can work together on creating some media lists and publication profiles that any group member can use.
The group is seeking opinions from everyone in how to take the discussions forward and what activities can be plan in the coming weeks. So looking forward to discussing with you in the group..
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Is there a disconnect with the young PR people and PR associations? I am not sure but I feel that young people in the industry are more interested in knowing and learning what it takes to get more clips for their clients, how to improve their media network, how to grow their career path in the industry, how to write a better press release, how to give a ppt. presentation to the client, how to make a PR plan, which agencies are paying the best, etc. - things that are more immediate than rather say a discussion on the challenges and possibilities of PR in the new world economics.
Recently there was a discussion in the online PRPoint group on the state of the PR associations in India and people realise that there was a need to form a group consisting of young people.
This discussion has taken shape in the PR for Youth group that is now live and running.
The group has been started with the guidance of K. Srinivasan of the popular Yahoo groups on marketing and PR and being moderated by Tushar, a Mumbai-based young PR professional . Since its inception a few weeks back, the group already has 32 young PR people as its members on board.
I think this could become a good platform to share thoughts on our PR practices, share tools and information, etc. We can learn a lot from each other's experiences and seek help on issues we are facing. Maybe we can work together on creating some media lists and publication profiles that any group member can use.
The group is seeking opinions from everyone in how to take the discussions forward and what activities can be plan in the coming weeks. So looking forward to discussing with you in the group..
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To say that today's youth requires an understanding of the 'real world of PR' is quite true.. what today's youth need to understand is that PR is not a quick-fix solution to everything. Understanding of how the media works, who writes on what, is extremely necessary to deliver on client mandates with the media. However media relations alone is not what will make for a great PR professional. Youngsters must spend time reading and researching to increase their knowledge about a client's business and industry, in order to contribute as a 'strategist' on the account and not a 'post office' or 'paper pusher' of press releases.
Enhancement of knowledge is critical to the business of PR and this where one finds a disconnect with today's youth. Many youngsters do not spend enough time understanding a client and therefore are unable to deliver. As a senior in the industry, my sincere advise to all these superstars of tomorrow would be that pay more attention to detail, read and research your client's business so well that you get under its skin. Once you have achieved this, it will be smooth sailing!
As regards a specific youth forum, it would make more sense first for all you youngsters to spend time with your seniors learning the techniques and then utilising and sharing the knowledge over such a forum.
hi, thanks for this good feedback. ya young people must definitely spend more time understanding the clients' businesses and also with seniors who have done and seen it all...there's more to learn there.
thanks Hobbit!
To add further, I would also like to ask these youngsters how much time do they spend with journalists, other than meeting them when pushing press releases.. Folks, do you even read the press release that you are handing out?
Many youngsters are of the view that spending time with media professionals is taking them out for a drink.. Folks wake up! Spending time with journalists enhances knowledge and makes you understand that they are not there just to publish the press releases that you distribute.. They are a great resource for industry knowledge and its time that many of you understand this...
As I have said earlier, everything comes down to knowledge. The more we read, research, the more we know.. we learn to think, write and deliver better!
Hi, youngest today are very well aware of the indutry and PR is one such professional where you have to keep ur eyes, ears and nose always open. You cant perfom in isolation and today youngsters know how to achieve the hieghts of anything..
Take care
right said shruti, networking is important in our profession...see u at the group
Hi HH,
Firstly thanks for the Vote. I appreciate it. If you get time maybe you can slip another one for marketing as well :)
The first thing I would like to say regarding this YOUNG PR group is that it is not going to Last. I am sorry for the negativity and don't mean to offend anyone, it is just that I don't see young PR professionals or PR students from India contributing even in the PR forum. This is not the story in India, UK is the same, but not as bad. Commitment of students to do that extra bit is much more here in UK. E.g. there is a PR Student magazine here where all the articles are by students from all over UK (Produced Quarterly).
Students and young professionals are just not that serious. As long as they get a job, it is fine with them. But the road to success is PASSION for PR, which many don't have or understand.
As you are a member of the PR forum, you will understand my point on contribution. This point of mine holds further weight if you look in the Young PR Group, last time I checked, less than 5 members had added something to the conversation, out of 34 members.
Even in the PR forum only a handful of us contribute to the discussions, when there are almost 700 members. I get a better response from people contributing on my Blog, considering that it is hardly 3 months old.
I am completely appalled at Shruti 's comment (Shruti, please read my comment with an open mind, I am not trying to offend you or be rude).
Shruti, you have to check your spellings and grammar when you post anything in the PR world, especially because you are young and want to make a good impression. I am no expert, but try my very best not to make any mistakes in any comments I post or any blog posts I write. It doesn’t happen every time, but I am getting there.
Secondly Shurti if what you say is true than why don’t the young professionals contribute in the forum. The only people who I think have contributed are seasoned practitioners (I might be wrong).
The Young PR professionals have a long way to go, hey I am one of them…
Hi Rajiv
While I am not sure if we can say that PR youngsters in India are not that serious, maybe we can say the focus of many is more offline currently. But things are changing and as the online medium is becoming more inevitable now, many agree that communities and forums are taking increasing role in PR.
Regarding the group, it was felt that the common PR groups and associations in India might be having a disconnect with the young people since they constituted more of senior professionals and so a new idea of a forum of young professionals was formed.
Yes, we need more participation and look forward to it in the coming months. And we, as bloggers, as enthusiastic we are about the profession, have a role in spreading the word about such initiatives in our own ways. Let’s hope for the best.
You have my second vote :-)