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Nowadays, people love to socialize whether that's online or offline. Humans need humans for company, for sharing their feelings, their emotions or even just to feel better. We humans love to maintain a good relationship with our loved ones. Isn't it? Similarly, businessmen in the corporate world too have to maintain a good relationship with not only other businessmen but also the public. And that is what the Public Relation comes in, which is basically the relation between any organization (profit, non-profit, government) and the public where there is delivery and mobilization of information in order to maintain a good image in the eyes of the public.

Key differences between Public Relations and Publicity:

Public Relation is usually mistaken for publicity. Although both of them constitute the word public. But there is a huge difference between public relation and publicity. Now how are they both different? Public relation is an internal activity and is controlled by the organization whereas an organization has no control over its publicity and is totally dependent upon the third party.

How to differentiate between Public Relations and Advertising:

Similarly, people often get confused between public relations and advertising. But let me clear it out to you that a Public Relation's main motto is to gain an individual's attention for free i.e. without any cost or expense and is thereby named as Earned Media but on the other hand we have advertising which can be categorized as a form of marketing management where the organization itself has to advertise or market them by convincing reporters or editors for publishing positive contents and reviews about the organization, their services and their products and hence is called the Paid Media. Pretty easy, right.

What roles do a Press Secretary overtakes:

Now talking about what we call that person who is a public relation specialist? It is called press secretaries and they can be considered a storyteller. Let's unfold it as why they are called storytellers? So their main task is to narrate the activities of the organization and government officials to ensure a good public reputation. And also enhance, protect and build an organization’s reputation through media, social media and also word of mouth. Not only that, they also take care of any negative review and try their best to alleviate any kind of damage.

Let's know about some of the basic roles a press secretary performs:

1. Formulation of PR plans strategies.

2.Managing and fulfilling media requests and requirements.

3. Building new contacts with the media and maintaining the old contacts.

4. Tracking, analyzing and taking care of media coverages for future campaigns.

5. Maintaining a cordial relationship with the media and public.

6. Enhancing and uplifting organization’s image and reputation through offline and online means.

7. Writing press releases, speeches and other PR necessary documents.

Importance of Public Relations:

1. It is free:

Unlike advertising, public relations is free and more trustworthy. By performing public relations, an organization gains trust and credibility of the public without even spending a penny. When people talk about you, your organization it is known as word of mouth which spreads like forest fire and is more effective and influencing than an advertisement.

For example, get your business mentioned by the press in a well-known news channel and see the wonders happening.

2. Long term game:

Investing in public relations may be free but it benefits for a very long term. Now if you're wondering how it is a long term game then let's rewind, as we know that public relation is free and acts as word of mouth spreading like a forest fire which is why they continue to mobilize for a very long period of time. Whereas an advertisement runs for a specific period of time whether it is online or offline. And that is how public relation not only benefits the organization but it is also a game of long term benefits.

3. Complements the marketing activities of an organization:

An intangible asset is something that one cannot touch or see but only its results can be felt. Similarly public relation is also a form of intangible asset as it provides goodwill to the organization it is serving. It complements the marketing activities of an organization in such a way that even advertising and marketing can't do.

4. Changes people's perspective regarding any particular business:

Suppose you go to a hotel and think about what to order and suddenly you remembered that your friend once visited the same hotel and she couldn't stop thinking about the chicken salad she had there. And remembering that you ordered the chicken salad at that very moment. This is due to word of mouth effect which not only increased the sales of the hotel by profiting them but also changed people's perspective regarding their hotel.

Conclusion:

To conclude, maybe you're a newbie and new to the business. You definitely won't have millions and billions with you but you know what you don't need to worry because Public Relations got your back. They'll promote and elevate your business even if you start from scratch and one day you'll reach heights.

If you have used social media this year, chances are high that you might have come across the name of an application called Clubhouse. The app, along with other platforms like Twitter Spaces and Locker Room became all the rage this year, which Facebook and LinkedIn also announced that they will be launching their own rendition of such social audio platforms. Many celebrities like Elon Musk too hosted a room on one such platform. So what makes these platforms stand out? Let’s discuss.

What are social audio platforms?

As the name suggest, social audio platforms provide a platform to use the audio feature to engage with others. It is different from podcasts, as they are one way medium and is meant to be listened in the future. Social audio apps on the other hand, are in real time, and also allow its users to engage with one another and actively participate in the dialogue. Over the course of the last few months, many platforms globally, have been exploring this new concept and coming up with their own renditions of the concept, with many yet to launch their platforms.

What is the appeal?

Unlike platforms like Zoom or Google Meet, social audio platforms eliminate the visual element, so the focus is purely on the audio and the video is eliminated. This means that the no one has to worry about what their background is, what they are wearing, or how they look. It is much simpler that the video medium, but is also more engaging that an all-text format. Over the recent months, it has become a popular space to have discussions on many topics ranging from complicated topics like the IT world, marketing, to just discussing the news headlines around the world, and talking about the dating game today.

People have found this a great platform for having discussions, eavesdropping without the guilt, and for holding meetings even. Clubhouse, particularly garnered attention because it is an invite only app, which made people feel intimate and special, if they were using the app. Popular with marketers and self-promoters, there is an emphasis on audience building, getting followers, and monetization. With the Zoom fatigue kicking in after sitting behind the screen for over a year, these social audio apps seem like a much needed break.

Should brands be trying them out?

This is another great opportunity for brands to try their hands at and get creative. Being the best PR agency in Delhi, we realize how important it is for brands to come up with fresh ideas and content, to create engagement. Some things that brands can do on the applications are:

1. Hold Q & A and interviews

It can become a great medium to answer questions about the brand or any of their works. Even better, if the attendees get to interview a big name from the brand, it can build or change the attendee’s perception of the brand.

2. Hold Discussions

Holding discussions on issues that the brand has worked, or is planning to work on can also create traction and help to create more engagement. People amongst the listeners should also be given a chance to contribute their views. This can help the brand as well, by making them understand what their audience think like.

3. Sponsoring an event

Sponsoring can also work for brands. People might not feel comfortable sharing their views or engaging directly with the brand, at times, and sponsorship can work then. Holding an event that is related to your brand and have different panelists host the event can also act in the brands favor.

4. Engaging with others

Another way these platforms can be useful to brands is if they themselves engage with others; whether it is with other brands or other influential figures on the platforms. They can also attend events that are being held by others on issues that are relevant to them.

5. Having discussions on other relevant issues

Another thing that brands can do is hold discussions on issues that are not related to their brand per se, but are still relevant in the world. It could be anything ranging from a recent development in the news, or on topics more related to the personal lives of individuals. This can also help to increase engagement and alter their perception of the brand.

With the rise in the number of users, social audio apps will be here for some time. Brands should hence, try their hands at it and see if it is something that could help them grow and interact, as the platforms come with many new opportunities.

Advertising and Public Relations are two concepts that everyone tend toassociate the most with marketing, regardless of their level of knowledge about the issue. In fact, it has been observed that because both often fulfill some common functions, people often confuse the concepts with one another. When one looks briefly, they might think so, but after looking into the two concepts at length, the two are in fact far from being called identical. So how are these two concepts different from one another? And are there any similarities between the two concepts? Let us find out:

1. Paid vs. Earned

The most basic difference between the two concepts is that the monetary one. Advertising is a paid form of communication. In this the brand has to pay money to an ad agency or has to invest money, from their own pocket to create the advertisements. Whereas, in Public Relations, the coverage is earned by brands and not paid for. This coverage is earned through contacts in the media industry. Press releases, pitches, or information is shared with the outlets, which then provide the coverage.

2. Target Audience

Another difference that the two functions have is that advertising is targeted, mostly at the existing and potential customers. Whereas, Public Relation is targeted at both, internal and external shareholders which would also include people like the employees of the company, the shareholders, the media, the lawmakers, and is aimed at influencing them.

3. Aim and Objectives

Advertising aims at increasing sales, promoting a new product, and informing the audience of what the brand offers to them. Public Relations on the other hand, is aimed at creating brand awareness and building a reputation of the brand. It is aimed at preserving the public image of the brand and it makes the audience understand the brand better, in many ways.

Being the best PR agency in Delhi, we make sure that the image of the brand always remains preserved in the eyes of the public.

4. Time factor

Public Relation is done on a long term basis. PR professionals try to build an image and reputation of the brand that stands outs, over a long period of time in order to slowly and gradually build up a reputation in the minds of the consumers. Advertising is usually done with a much shorter time frame in mind. It is often done to launch a new product, or to boost up sales through sales promotion. Hence, the time frame in mind is much shorter than for PR.

5. Credibility

Public relations is seen as a much more credible marketing tool, by the consumers than advertising. This is because of the third party factor involved. In advertising, the message comes directly from the brand and is often not seen as a credible message. On the other hand, in PR the messages come via a third party involved, i.e., the media outlet involved and is hence, seen by the consumers as a much more reliable and credible source, when the message is conveyed.

These are some of the basic differences between the two concepts of marketing at hand. There are many more differences that can be pointed out, like the creative control factor, the difference in writing style when it comes to the two concepts, and the shelf life of the two. Both of these two are seen as two of the most significant tools, in the marketing world. Although there are some similarities between the two tools. Both play a major role in creating awareness around the brand and making people realize what the brand is. Another similarity is that in both, a particular set of audience is targeted. Although the audience for both of them, as discussed before is often different from one another. Regardless, both fulfill many important functions and are very essential in the marketing world.

Reading is a great hobby. It helps us develop a better vocabulary, understand new concepts, and feel more productive. Everyone can gain something from any book they pick up, whether it is a fiction or a non-fiction. Another thing that books can do is prepare you for a career in a particular field. It can make you understand the field better, can help you prepare yourself for the field, and help you analyze what will be expected from you. There have been many, many books written on the topic of PR and marketing. Here are some books that every individual who aspires a career in PR, or even practicing PR professionals should read to understand the PR world a bit better and expand their knowledge.

1. How to Win Friends and Influence People by Dale Carnegie

One of the most highly recommended books for people working in PR, and other fields of marketing, Carnegie’s book talks about many important things. Carnegie shares his secrets of success and talks about how we can make the best of our personal and professional lives. He discusses some ways which can help people to like you more, ways which can help you to influence others through your thinking, and how to alter others thoughts without causing resentment or a fight.

2. Confessions of an Advertising Man by David Ogilvy

Considered as a classic in the advertising world, Ogilvy’s book is also a great read for people working in the PR world, and in the marketing world. This book talks about things like ways to get more clients, how to maintain those clients, how to make campaigns that will leave an impact on the audience, how to manage an ad agency, and gives us insight into the mind of Ogilvy, who is considered the ‘Father of Advertising’.

3. Trust Me, I’m Lying: Confessions of a Media Manipulator by Ryan Holiday

In this book Holiday talks about his experience of working in the marketing world. He recounts many of his experiences- like creating a PR campaign, creating marketing strategies, and tries to give his readers a blueprint to making a successful campaign. He also dwells into the online marketing world and talks about ways that can help one to improve the online brand image of their company. A compilation of his experiences, case studies, and lessons that he has learned in his career, this one is a great read for people working in the marketing industry, today.

4. The PR Masterclassby Alex Singleton

Singleton, a former newspaper, magazine and digital journalist, who now works asa PR trainer and consultant in the industry, covers many significant topics from the PR world. He talks about ways to achieve effective PR, and talks about how to put forward a good and effective media strategy for a brand. He discusses ways to develop a newsworthy story and how to pitch them, a very important skill to master in PR. Being the best PR agency in Delhi, we recognize the importance of mastering this skill and the time it takes to develop it.

Singleton further talks about the importance of PR, and tries to impart practical knowledge to his readers.

5. The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly by David Meerman Scott

This book is a complete guide on digital marketing and the world of digital PR. As the name suggest, this books tries to cover it all; from news releases, blog posts, to podcasts and viral marketing. Scott tries to give a detailed, step-by-step procedure, and talks about how to use the internet foryour brands full advantage.

PR CASE STUDY ON TSD CORP

TSD Corp is a leader in Individual Digital Identity Management.They help clients establish their brands on various social media platforms and enable them to interact directly with the customers. Company addresses the Social Media presence with professional Social Media Management team that comprises of experts in the field of Social Media Managers, Creative writers, Web designers and Developers, Analyst, Marketing and many more. This ensures an active, engaged and strong Digital presence. With over 100+ Million, they have a very Strong Online Community in the area of Cricket, Sports and Bollywood & Music.

With a clientele like Ministry of External Affairs, Indian Diplomacy, International Day of Yoga (IDY), Air India, Delhi Daredevils, Kings XI Punjab, Rajasthan Royals, MS Dhoni, Virender Sehwag, Harbhajan Singh among others, TSD Corp has proved to be a successful start-up. The cliental of TSD Corp belongs to various sectors including Sports, Corporate and Government.

FOUNDER: PANKAJ RAHUL SINGH & JAY MOTWANIØISSUES:

The case is structured to achieve the following objectives:

1.Understand the importance of positioning and repositioning the brand when its performance is declining.

2.Explore the strategies that can be followed by companies to position and increase the credibility of the brand.

3.Analyze the steps taken by 2wenty7 Incorporate to position TSD Corp. as the leading digital agency and make it appealing to the media.

4.Discuss the implications for brands in this new age, which is marked by a proliferation of social media where consumer reactions can make or mar a brand.

5.Impact of PR agency can change the performance of a brand.

VISION AND OBJECTIVE OF 2wenty7 Incorporate for TSD Corp: ·

Projecting TSD Corp. as the only digital solutions who can take the right responsibility to position your brand digitally and socially.

·Increasing the brand credibility.

·Positioning rightly in the mind of audience and media.

·Keeping the brand out of controversies and media trials.

·Keeping the track of industry and trending story participation.

·Keeping the client always in the positive news.

CHALLENGES AND THREATS FACED BY Twenty7 INCORPORATE:

1.Making recognition of a Non-Brand in a short span of time as a well- known Brand. (Present Scenario- A success story is already in progress, got through Narendra Modi’s My Gov Account.) ●

2.Making media aware and convince of the existing USP of TSD Corp. (Present Scenario- Media presence is immense.)

PR AND MARKETING STEPS TO ACHIEVE THE ABOVE GOAL:

Introducing new services to increase the value proposition of the brand ·

1.’LIVE in a Box’- With this service, we help you reach out to a wider audience remotely. Not only does this involve LIVE streaming events/conferences/concerts, but it also lets people engage LIVE via the HANGOUTS service. This solution is new way of reaching your TG and is as good as face to face conversations or stage/boardroom presentations are. LIVE is the hottest digital trend and some benefits are an instant response from viewers, real-time interaction, convenience, global audience, low operational, Travel & Logistical cost involved.

2.TSD Corp. launched Circle of Cricket 3D Game which crossed more than 60K downloads over a month. The game was launched for passionate cricket lovers and it is available in play store across the world.

3.Profiling of Jay Motwani and Pankaj Rahul Singh via interaction with the journalists of some leading publications like The New Indian Express, Sports Illustrator, Advanced Edge, Afternoon Despatch, The Tribune and also by generating exclusive stories and author article.

4.Facebook Live sessions involving various promotional activities for the brands.

5.Industry story participation to aware of the presence of TSD Corp to educate the audience about their unique identity.

6. Promoting brand tie-up news through brand marketing news agencies.

7.DELIVERABLES:

·TOTAL COVERAGES: 200+ ·

·TOTAL REACH: More than 80 Million ·

·TOTAL MEDIUM COVERED: PRINT, ONLINE, VIDEO ·

·TOTAL PRINT READERSHIP: 98, 90, 000 + viewership approximately ·

·TOTAL ONLINE SITE VIEWS: 9, 38, 27, 020 + viewership approximately ·

·TOTAL VIDEO VIEWS: 87, 94, 48, 570 + viewership approximately ·

·TOTAL AD VALUE: Rs.15, 16, 40, 447 · ·TOTAL PR VALUE: Rs. 90, 98, 42,682

·TOTAL COVERAGES: 200+ ·

·TOTAL REACH: More than 80 Million ·

·TOTAL MEDIUM COVERED: PRINT, ONLINE, VIDEO ·

·TOTAL PRINT READERSHIP: 98, 90, 000 + viewership approximately ·

·TOTAL ONLINE SITE VIEWS: 9, 38, 27, 020 + viewership approximately

·TOTAL VIDEO VIEWS: 87, 94, 48, 570 + viewership approximately ·

·TOTAL AD VALUE: Rs.15, 16, 40, 447 ·

·TOTAL PR VALUE: Rs. 90, 98, 42,682

·Arranging Press Conference for Circle of Cricket 3D Game Launch.

·Giving online presence like India Today, Business Standard, HT Mint, Times of India, Yahoo News, Sify News, Sports Keeda, DNA, Statesman etc. ·

·Giving video presence in NNIS, TEN NEWS, INDIA BLOOMS, ONE INDIA, NEWS TRACK INDIA etc.

·Creating different story angles and pitch mails to get TSD Corp. covered by the media.

STRENGTH OF TSD CORP. DISCOVERED BY 2wenty7 INCORPORATE TO PROJECT IN FRONT OF THE MEDIA

·TSD Corp. has clients like Ministry of External Affairs, Indian Diplomacy, International Day of Yoga (IDY), Air India, Delhi Daredevils, Kings XI Punjab, Rajasthan Royals, MS Dhoni, Virender Sehwag, Harbhajan Singh ·

·With over 100+ Million, they have a very Strong Online Community in the area of Cricket, Sports and Bollywood & Music. ·

·They are in the industry for the past 8+ years diversified in New Delhi, Mumbai and Bangalore. ·

·TSD Corp. is a digital startup with the mission to bridge the gap between the fans and cricket gurus hit the floor of Social Media with 15 Million+ Fans on Twitter, 40 Million + Fans in Google+ and 45 Million + Fans in Facebook which covers 80% of the major Social Media Platform involvement.

·TSD runs Global campaigns on its Social Media, especially on Google+ Hangouts and Facebook.

·The campaign majorly goes a long way in showing the global outlook and transparency.

·# Live Q & A: It involves a few key members of the citizenry for interesting discussions and debates on current and relevant topics.

·This Campaign involves more than 50 Million social views with 25 K live views with approximately 10 to 20 IPL Superstars each time.

Ever since the pandemic first hit, a lot has changed in our lives; from wearing masks all time, carrying sanitizer with you everywhere, to trying to buy things online more. Now looking at our lives before this feels bizarre. Nevertheless, humans have been somehow managing and have gotten used to a lot of these changes now, with the second wave hitting us hard. With the vaccine rollout happening all over the world, hope has emerged again and it seems like, with a bit more time, we all might be able to go back to our normal lives, free from social distancing and sanitizers.

Besides our daily lives, COVID 19 has also altered the way consumers think and purchase over time. What is up for debate is how many of these changes will end up staying even after the pandemic ends? Here are some of the trends in marketing that emerged during the pandemic, and might last for a longer time period than anticipated:

Online Shopping

With the advent of the virus and the announcement of the lockdown, people were stuck at home and a lot of people were trying to take to online shopping for most of their needs. Platforms were bombarded with orders and delivery requests. Over time, there has been a noticeable increase in online shopping, and researchers say that it might increase more in the coming future. Many are expected to sustain this mode, even in the future.

Localized Marketing

With online teaching and work from home in full action, many people moved back to their homes from urban cities. Many reports have pointed out that ever since the pandemic struck, people have been buying a lot from their local markets. Many customers also turned towards locally sourced items, for a safer and more personalized experience. In the future, customers might strive for this in more of their purchases.

Brand Loyalty

Whether it was because of convenience, or safety reasons, or just to try out localized marketing, the pandemic also saw a decrease in brand loyalty amongst customers. There was also less hesitance amongst them to switch to new brands and try out new ones. This has shed light on the fact that brands in the future might need to pay more attention to this shift in consumer behavior if it persists and note when and why the customers are changing.

Hygiene

We all have been spending a large part of our weeks, sanitizing everything that came from outside. With COVID, reports say that customers look for the safest and the most hygienic options available to them, to ensure safety. Brands in the future too might have to make sure that no matter what their product or service is, they are keeping hygiene a priority. A challenge with this change can also be trying to balance sustainability and hygiene. With a heavy increase in single-use plastics since last year, brands also need to make sure that they try to produce lesser and lesser waste and try to use sustainable methods.

Adaptability

When the pandemic first struck, people were all left worried as to how everything will change and how they will adapt to these changes. But in no time, customers and brands both did the needful and adapted. In India, with the second wave at the full spike, who knows when the new normal will become a part of our past? Since the virus is changing with time, so will things. Brands need to be ready for any change that this virus might present as a challenge and should be ready to adapt to any such changes. This should be kept in mind even after the pandemic ends. Being the Best PR Agency in Delhi we always try to make sure that we provide solutions for any such challenge that the brand might face.

With the second wave still going on, there are many trends that might come and go with the virus. The best thing brands can do is empathize with their customers and try to come up with solutions for any problems they are facing. Given how unpredictable everything is with the virus, brands need to keep adapting and not be afraid to change.

Public Relation, A powerful Tool To Brand Building

Public relations must have caught the audience’s eye recently but the phenomenon goes way back in time. It has been there for a century for brand building but took a flight in the most recent years. The increasing competition in the market has made it an integral tool to take a brand to the next level. It has facilitated communication to the right audience that helps a brand create awareness in the eyes of important forces of the marketplace.

A number of PR agencies shrooming around are a fine example of this industry taking a boom. The functioning of a PR agency directly affects the key results of a business. Public relations helps in constructing a positive image for a brand in the long run. With the recent developments around, the audiences have become more conscious of the information imparted to them through different mediums which has increased the importance of well maintained public relations. PR activities give limelight to a brand in the much-saturated marketplace so as to catch the eyes of the target audience which includes stakeholders, investors, possible collaborators, etc. PR works in sync with the brand or company’s line of thought, communication policies, and reputation as per their strategized goals and objectives set at the time of inception or current standing.

PR can be considered as a major force in brand building in various ways such as:

1. PR helps create brand awareness in the market and communicate useful information to the target audience.

2. It is used to mitigate the after-effects of a crisis as well as manage this crisis.

3. PR helps in shaping up of opinion, inspire actions and change the perception of the audience about a brand.

4. Public relations creates a useful communication medium that links a brand to its target audience.

5. It ensures a market analysis according to which brand’s information is disseminated.

6. Public relations, at times, is a two-way process of communication.

7. It builds, manages and sustains a brand’s image in the eyes of the consumers.

8. Public relations not only strengthens a brand’s relationship with the customers but also with the dealers, suppliers, and investors as it sustains their faith in the brand.

A public relations agency provides a brand the above mentioned in the most effective way. Therefore, a brand must practice PR to maintain its media presence which is an effective contributor to a brand’s lifecycle.