IT · Public Relations

SOCIAL MEDIA – AN EVOLVING TREND IN PR


#Cross-posted from Vichar Vahak

Early social networking websites started in the form of general online communities such as “The Well” around 25 years back. These early communities focused on bringing people together to interact with each other through chat rooms and share personal information.  This was much before blogging actually started.

The increase in the use of social networking sites by various brand masters to advertise or to do businesses is under constant observation. The competition in turn has transformed into close and aggressive form as we are moving on with latest technologies in hand. Social networks connect people or brands to their target audience (TA) efficiently and at low cost or sometimes free. This is why it is beneficial for entrepreneurs and small businessman looking to expand their contact base through online mediums.

Retrospectively, not every brand excel in this online medium, for example Rasna had experimented with the online medium two years ago and spent Rs. 50 lakh for space on some of the popular sites like Yahoo. But the experiment didn’t succeed, as Rasna has decided to stick to the traditional advertising space (source: Business Standard August, 2009). Despite of the above case, most of the agencies are more willing to support online Public Relations or advertising in today’s scenario.

As far as Public Relation(PR) sector is concern, the Indian PR industry has about 1,200-1,500 agencies with total manpower strength of 30,000 to 40,000 and is tend to double itself by 2011 from current $3 billion due to increase in competition rate among numerous PR agencies. Besides IT, Corporate and FMCG clients, the Public Sector, Environment and Corporate Social Responsibility (CSR) are amongst other potential clients who show huge area of growth for both the agencies as well as for the clients.

For Online PR, the results are yet to come out, as we are riding high on the ladder of the digital or new social media. Functioning of PR is not that advance with online mediums, primarily in tapping the right TA for every brand. Most of the agencies are still following the traditional form of doing PR, which consumes more time, money and manpower. However, online PR is in the nascent stage; for that matter it will have to nurture further more to be successful in providing PR solutions to its clients through Web 2.0.

Conclusively, the aim was to give you a general awareness on PR in India. Nevertheless, 90% of the masses have no idea about the term  “Public Relation”. Watch this space to know more about PR coming soon from my pen.

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