Public relations (PR) in Indiais at a transformative stage.

The traditional approach(read: media relations) is dead.

Yet, PR a long way off from becoming the brand

communication lead.What should the industry do to

complete its transformation? Marketing heads had their say in

MSLGROUP’s survey.

What?Get a seat at the corporatehigh table; lead brandcommunication

Why?Agencies that don’t evolveto provide true strategicvalue won’t survive

Who?For this, it must have theear of the marketing heads

How?The integrated communicationmodel. The future: INSIGHTS,IMPACT, INTEGRATION

Has the budget allocation for PR grown over the past five years?

Why would you choose integrated communication? (Multiple Selection)

If Yes, by how much?

Key findings

80%YES

20% NO

3%

Notdisclosed

21%

0%-10%

28%

10%-20%

12%

20%-30%

18%

30%-40%

10%

40%-50%

8%

Above50%

Innovations

16%

Others

10%

Higherengagement

with audience

47%

Deliversgreater

visibility

43%

Specialisedor niche

offerings

24%

If your agency were to offer you integrated communication, what would be the business impact?(Multiple Selection)

MSLGROUP survey conducted by Leadcap. Sample: 50 Chief Marketing Officers across India

What would you like your PR agency to invest in? (Multiple Selection)

Are data and insights playing a greater role in your communications strategy?

Going forward, will data and insights become a must-have in your choice of communication agency?

18%

Seamlessexchange of data

18%

Lessoverload

10%

Others

Overallincreased

productivity

37%

Bettermanagement

of virtual teams

25%

Savedcosts

22%

Greaterinnovation ability

20%

Research &insights

43%

Digital/Social

39%

Content

35%

Publicaffairs

29%

CrisisCommunication

12%

Others

8%

Creative

14%

C M O

Automobile

6BFSI

2

IT/Telecom/Consulting

12

Consumergoods

6

Healthcare

3

Manufacturing/Textile/Heavy

10

Power

3

Others

8

Public relations in India:Climbing up the value chain

Yes

98% 2%

No

Yes

88% 12%

No