THE Rs. 2000 CR OPPORTUNITY… AND HOW TO GET THERE

Vivek Rana, CEO, The PRactice points out “Agencies may be getting bigger budgets or retainers but a large chunk of that is often allocated to paid media space or coverage. So perhaps out of a Rs 20 lakh retainer, you may be spending as much as Rs 18 lakh on paid exposure, in which case your revenues are not really increasing.”

Do Indian companies misunderstand brand purpose?

Arijit Sengupta, vice president – public advocacy, The PRactice points out that, “ ‘Brand purpose’ is often correctly reflected in the life time value (LTV) of the brand. The LTV of a brand cannot simply be purchased or force fed by way of mass media. It is an organic process that needs careful and nuanced consideration over a significant amount of time.

Considerations for a systems practitioner

In this concluding piece, I will reflect on some of the skills-sets desired in a systems thinker and the challenges they may face in putting systems thinking to work.

Systems Thinking At Work

I introduced systems thinking and discussed why it is so relevant for the development sector and CSR. In this second piece, I will talk about some prominent approaches, methodologies and tools for the on-ground application of systems thinking.

The PRactice appoints Jayanthi Sethuraman as President – Technology

Public relations firm The PRactice has roped in Jayanthi Sethuraman as President of its national technology practice. This is a move to further strengthen the firm’s domain leadership in today’s rapidly transforming technology environment.

Systems Thinking For Development

Let’s get more local for India – consider families in abject poverty taking small loans from moneylenders, indebted for life and constantly being harassed for payments. Add caste. Add no toilets. Add violence against women and children. The list never ends.

Experience has always called the shots

The Grand Bazaar, or Al-Madina Souk is one of the oldest and most difficult to navigate marketplaces in the world. It is also one of the most fascinating!

5 PR veterans aspiring professionals can consider as mentors

Nandita Lakshmanan took The PRactice international through its alliance with Porter Novelli. Since then, under her able leadership, the company has won numerous international awards and continues to do so.