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What does the Indian PR industry expect for 2013?

17th January 2013

MSL Group India, Publicis Groupe’s flagship strategic communications and engagement company and the largest public relations and social media network in India, has announced the launch of its latest executive report, ‘Public Relations in India: Inside the Industry’s Mind and the 2013 Outlook’.

A year ago, MSLGROUP India released its first industry outlook report, highlighting such critical issues as the talent crunch, the comparatively low level of PR fees, the need for strategic and integrated communications, and the core issues hidden by the misperception of the industry’s size. The report sparked widespread interest and provoked much needed dialogue.

For the report’s second edition, MSL Group India commissioned a third-party India-wide survey of PR professionals. The objective was to understand how they view a potentially tough year for business and the trends that will define the industry, as well as to provide a platform for their views about the challenges they face. In an industry where such studies are rare, MSL Group India commissioned the survey across the executive hierarchy to ensure that the newest entrants have their say alongside the most hardened veterans.

From growth prospects to the way new business is being generated to the hottest new trends, the study offers an exhaustive look at the industry. The results are heartening as well as revealing:

In the report, MSL Group India also offered its own predictions of the hottest practices for the year:

There are challenges facing the industry too. One of the most serious is the mismatch between client and agency expectations. While it’s a tough marriage intended to produce measurable results, there is very little literature on how to ensure the relationship is mutually fruitful. The report analyses the hurdles to such a relationship – the fee-service value gap, re-pitching and business assurance norms, for instance – and offers solutions.

The report would have been incomplete without a survey of the way the media – a key stakeholder – perceives the PR industry. A qualitative survey of mediapersons conducted by MSL Group India offered a variety of suggestions – ranging from customised press releases to a better understanding of deadlines – for a mutually beneficial relationship with PR professionals.

Jaideep Shergill, CEO, MSL Group India, said: “The PR industry in India is witnessing a transformation. The industry is making an extra effort to be viewed as a strategic partner, and clients are acknowledging its value. With this study, we wanted to give the industry a voice. Having spoken to all stakeholders, from PR professionals to media to clients, I can say with certainty that a unified industry approach is the way ahead.”

To learn more about the PR report, please visit

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