N S Rajan, Managing Director, Sampark Public Relations

N S Rajan, Managing Director, Sampark Public Relations Pvt Ltd, has put in 15 years in the business. Prior to setting up Sampark, the postgraduate in business management, was head of corporate communications, Essar Group for six years. Before that he was with ACC. In conversation with exchange4media’s Saurabh Niranjan Turakhia, Rajan talks about the role of PR agencies in 360 degree solutions and the challenges and opportunities that the industry will face in the future.

Q. What do you think is working well for the PR industry?

I think there are a lot of areas like corporate social responsibility, more stringent disclosure norms, etc. All this spells great opportunities for the PR industry. We are witnessing exponential growth of different services within the broad ambit of PR.

Q. How are PR agencies reacting to specific event management companies coming up?

I think the two are very different. Each client will evaluate in his own way the relative importance of every function. Having said that, it is also true that each has a place under the sun.

Q. How has PR changed with changing times?

PR has come a long way. In the early 80s, you had to explain to people what PR is all about. The advent of liberalisation in India has cascaded the need for PR. Though PR is fairly prevalent in the West, in India it came on its own only in the 80s. Still, I would say it has a long way to go. Owing to competition, clutter and the need to satisfy different interest groups (consumers, potential partners, regulatory bodies), PR is gaining more and more importance.

Having said that, PR agencies also need to give more diversified service. What is expected is a 360 degree solutions execution. The solutions need to be custom built. Increasing emphasis on disclosure norms as well as changing rules and regulations are the challenges before the PR industry.

Q. What are the key factors determining the success of a PR agency?

There are quite a few. One very important parameter is definitely quality of service. Apart from that, the ability to relate to clients’ needs and to tailor-make a programme for the client also play a significant role. In short, being able to get under the clients’ skin and being able to meet the needs is what determines the success, in addition to other factors.

Q. Sampark has bagged quite a few accounts of late. Is there any particular reason you would attribute this success to?

There are several reasons behind this. For one, the element of reference has helped us. Since we have a very long retention record, it certainly helps us. Apart from that, the delivery standards and vast experience helps us get going. Our average team has 30-35 man years and this is something that definitely gives comfort to the client. Another important cause has been the fact that growth has not taken away the boutique nature of the agency. We have remained equally innovative, flexible and quality-oriented. Moreover, I think there has been recognition of the quality of service we provide. Then again, having worked for various categories, we have an all-round capability. In short, our bouquet of services has expertise across different areas, which gives our clients a holistic PR programme.

Q. Please elaborate on the kind of training given to the incumbents.

Essentially, it’s on the job, though we also have induction programmes. The fact is that learning never stops in PR and hence, it’s an ongoing programme. We believe that in order to become a competent PR person, one needs to have strengths in different parts of the domain. So, we look at job rotation also as part of training. That helps give a holistic view to the incumbents.

Q. What, according to you, is the role of PR agencies in 360 degree solutions?

I think PR has a very important role to play in 360 degree solutions. Fair understanding of the whole category along with the client’s strength, delivering within a short span of time, managing crisis, etc, are things that PR agencies are able to handle well. Today, there is need for a one-stop shop and that’s where PR agencies have a critical role to play.

Q. How organised is the PR industry today? What are your expectations for it to grow in the years to come?

I think there is need for PR as a function to get more credibility just like a body of professionals. For example, there are many chartered accountants and lawyers who are on the board of many companies. However, communication as a function needs to elevate its stature. A concerted attempt has to be made to elevate understanding and gain respectability for the profession. All the same, PR is young in India, around 25-30 years old. In a nutshell, a lot can be done to bring the PR fraternity together, which will certainly happen over a period of time.

Q. What have been some pf the innovative measures initiated by Sampark in order to differentiate itself from others?

There are many campaigns that have given us great satisfaction. We have done category tasking, delivered 360 degree solutions and not just developed the clients’ category, but also the entire spectrum. I think what stands out in Sampark’s favour is ensuring proper usage of research and information, coming out with lateral thinking, and innovations done for the client.

Q. So, what does the road ahead look like for Sampark?

We are quite happy with the way we have performed. There is no doubt that we would like to grow larger, but at the same time have the soul of a boutique (a small agency). To maintain quality with growth is always a challenge and we intend to manage both. Also, we would like to perform consistently across all sectors and all offices. Every office should be able to deliver the same level of quality and service. With the soul of a boutique, we would like to ensure that each client is treated with individual attention.

Q. What are the concerns before the PR industry today?

Manpower continues to be a cause of concern for growth. Actually, the industry needs trained manpower and committed people with a passion for the work. There is a need for people who can analyse and absorb information and deliver well. Dignity in ethics is also an issue. The need to be able to understand the client and his needs can’t be overstated. Along with this, the time to deliver, the clarity on nuances of industry and client and company positioning based on SWOT analysis also assume importance.

Care should also be taken to see that there is enough buffer to ensure operations are not destabilised owing to sudden exits. On the training front, more practical courses are required.

Finally, PR agencies ought to realise that image is like a web in which many small strands collectively contribute to the complete image. Anything that affects a small strand affects the whole imagery. The point to understand is that each of these strands enables the image to enhance and grow.