Carson Dalton, Senior Manager, Public Relations, IDEA Cellular

At 27, Carson Dalton is a self starter and a live wire, he started early as a freelance columnist in Pune with newspapers like ‘Maharashtra Herald’, ‘Indian Express’ and the ‘Mid-Day’. He then moved on to handling all business and editorial affairs for JAM (Just Another Magazine), a niche but highly successful campus magazine.

Dalton is also a successful voiceover artist and compere and has recorded for various corporate films. Having professionalised nearly all his passions, he completed his Master in Commerce from the Pune University. He also has a post graduate diploma in marketing and finance from the Symbiosis Institute of Management Studies (SIMS). Straight out of campus he had an eventful stint with Genesis Public Relations and is now handling the entire portfolio of corporate communications at Idea Cellular. His next passion: Cooking and Golf.

In conversation with exchange4media’s Pallavi Goorha, Dalton talks about PR as Idea sees it, the challenges and opportunities in the corporate communications sector as well as the dearth of skilled people.

Q. How important is public relations / corporate communications for a corporate like Idea Cellular?

At Idea, corporate communication is a service-oriented support function with a bottom-line orientation. We work towards strengthening the organisation’s competitive advantage through proactive, two-way credible communications among our multiple internal and external stakeholders. In so doing, our mission is to raise the organisation / brand profile and enhance its image. Additionally, we provide all corporate functions with strategic advice and professional inputs in their communication processes.

Q. What, according to you, is the outlook of PR in India and globally?

Slowly but steadily PR / corporate communication is being seen as an essential, reliable and strategic tool across organisations for their individual and comprehensive communication requirements. Today, organisations have realised the value that this communication tool provides to their business and reputation and hence, are allotting much more time as well as budgets. This, however, is still the exception and not the rule. One expects that the delivery of public relations will in the future see an enhanced scope in every brand and company’s communication process.

Q. As a communication person, would you say handling a consumer durable / lifestyle product or brand is a simpler task and perhaps more exciting?

No, communication is simple. The approaches are different in each sector and so are the communication tasks.

Q. Would you agree that PR is primarily considered as only media relations? How can the industry move away from this common belief?

In its currently practiced form, media relations accounts for more than 70 per cent of the public relations programme. I think it is important to acknowledge that the primary function of PR is to deliver credibility through the largest influencer – the media. I must also admit that over the last few years, PR in India has seen a reputation shift for itself from a mere publicity tool to a reputation driver. Herein lies the credibility quotient. Therefore, today we are able to see the shift from PR = CC space to a more strategic communication process and tool. However, one cannot of course dispute the fact that PR is also all about developing and maintaining relationships with various stakeholders.

Q. What is Idea doing to change this?

Currently, PR at Idea is seen as part of the overall communication process. It is practiced in its complete sense and we are not looking to change it. We have an honest and transparent approach and relationship with media across all centres. Media relationships are also very important to our existence and business, as a matter of fact, relationships in any business is critical.

Q. Was it a major challenge for you to reach out to people considering there

A case of mistaken identity that such a question must be asked! For good or for bad, Idea has been in the news more than any brand, barring Reliance, this past year. This would hardly account for lack of awareness.

Today, in a changing telecom environment, Idea must be looked upon as a national brand and, therefore, ATL activities have increased by over 100 per cent, largely television oriented. This is in addition to the increase in below the line activity that Idea has undertaken.

The recent past has seen Idea’s association with the entertainment platform in the most serious fashion by undertaking title rights for IFFA Awards and IMA. Add to this is the corporate responsibility initiative of Citizen Journalist with CNN-IBN.

Q. Given your vast experience, could you share some of your experiences?

I have come to work in the corporate communications function after having begun my career at a PR agency. The experiences have been varied, as you say – one at the receiving end and the other at the giving end. Having said this, both worlds offer incomparable lessons to PR professionals.

Process management and media relations are particular lessons one can learn from the agency scenario, and here at Idea, the task is to re-invent them so as to make it viable for the business.

Q. Coming to broader issues, where would you say the PR industry stands today?

Having worked for a PR agency I can say that the PR industry is moving towards the next stage of growth. Organisations have realised the need for PR, which has resulted in business for agencies. In terms of practice, since India is the launch pad for the new era of globalisation, we are moving from ‘Best Practices’ to ‘Next Practices’ and hence, setting the rules in India for the industry globally.

Q. PR does not yet seem to be a popular career choice amongst youngsters. Why?

I agree. It is a lot of hard work, the hours are not restricted. As such, there seems to be a trend for an easier life these days with the younger folk. As PR professionals, the challenge is to make this career more sexy and we are attempting to do that.

Q. What has been your most exciting experience?

The most exciting experience at Idea has been the ‘Sumo’ road shows that we had organised in 2004 as part of the campaign for our pre-paid service. Other than a lot of high decibel publicity, we also managed to be the second most recalled brand that quarter. The launch of our internal campaign, ‘Do it Differently’, which culminated with the ‘Idea Idols’ was also quite successful with clear measurability on an internal communication campaign.

Q. Essentially, what is the key communication plank for Idea?

The key communication plank for Idea is service delivery and innovation. As a matter of fact, the mantra at Idea now is ‘Customer First’. The writing on the wall is that all operators will have near 100 per cent coverage, tariffs are no longer a USP, products and tariffs are matched and launched overnight, so the only differentiating factor between us and our competitors will be customer service.