Meeta Bajaj, CEO & Principal Consultant, Coffee Communication Solutions

In conversation with Anushree Madan Mohan , Meeta Bajaj, CEO and Principal Consultant, Coffee Communications, gives her views on the issues before the PR industry, and the role that PR personnel play in the building of mega brands.

Q. What are the important components of a good PR brief?

Honesty, good intent and trust.

Q. Monetarily, how feasible is it to set up a PR unit?

It is very easy to set up a PR company. I think the difficulty comes in sustaining it as it gets bigger. That requires large measures of discipline, determination, deep pockets to sustain jolts and a single-minded objective not to compromise on the quality of output as this gets recognised.

Q. Can there be enough accountability in a field like PR? What part does the client play in effective PR?

Of course! There is accountability in everything, else it is impossible to sustain business. The client plays a very close role in the success of our work without which it is impossible to represent or partner to the optimum. I believe that most clients that seek our assistance are well aware of this and I find that they are equally supportive of us as we are of their brands and goals.

Q. According to you, what are the qualities of a good PR professional?

It’s a combination of a command over the English language, effective articulation, and high doses of maturity mixed with a strong desire to understand how businesses tick and a thirst for knowledge.

You must also be able to take high doses of severe pressure, enjoy knowing how the world is progressing by being up-to-date on your news and general information. And lastly – love to work 24x7!

To be really successful you must also want to understand deeper and better rather than just be content with skimming the surface. I guess this quality separates a good professional from any other in any industry.

Q. What according to you are the challenges before the PR industry?

We are yet to be treated as a real industry; though I feel this is bound to change in time.So while we are very clearly becoming an integral part of any corporates’ organisational system – almost akin to a lawyer or chartered accountant, we still suffer severely as an industry ironically, from poor perception and acceptance.

Like any service industry, and especially one that is easy to set up, we too have to constantly face pricing pressure. This eventually and undoubtedly brings down service standards. I believe this too will change over time as quality cannot be compromised for too long, it is bound to affect the bottom-line.

Q. What do you have to say about the induction and turnover of the PR industry?

It is yet a nascent one, but clearly on its way to growing both in recognition as also in establishing itself as a real service industry with above board skills. We represent a company within a specific community and are not employed to pull wool over people’s eyes.

Q. What were the initial problems faced by Coffee Communications as a unit and how have you overcome them?

Like any young set up, we had to convince people that we were worthy of their partnership, though I must admit it was not very difficult with clients, who recognised us as both effective and competent. It is natural that any young person must prove his/her worth as it is for any brand or company. A slow, but steady growth chart allows for quality work, quality people and also builds confidence across all critical segments. Thus, the problems were not unusual or unique and the gains have been very gratifying.

Q. Where does Coffee Communications go from here? What kind of plans have you sketched for yourself?

I think that the only clear plan we have is to grow slowly and through quality work. We hope to be able to always represent clients that are honest about what they do. We will also hope that we are able to bring in good people and are able to raise standards within the industry, both of its members and also by bringing it more respectability. I don’t see the point in being there if we can’t do this.

Q. In the entire marketing mix, what role does PR play?

As yet, a very small one. I think this is going to change, though it might take some time. Brands are clearly recognising that just a single communication channel for impact may not be effective anymore. I think that its impact will grow as marketers begin to understand and grasp the leverage it can bring. Those that accomplish this will benefit tremendously and have very strong brands that are very well understood and valued.