The Relevance of Public Relations in Today’s World

 

It’s been more than 1.5 years, ever since we saw the first case of Covid-19 in India, and our lives turned upside-down within weeks. Now our old lives seem like a dream. Confined with masks, sanitizers, health supplements, our lives have changed drastically from what it was like before.

A big challenge that the pandemic and the lockdown brought with them, was the loss of finances that many businesses suffered. Not just financially, businesses suffered in many ways, whether it was low offline purchases, problems with delivery, and many more such problems. In times like these, PR is a tool that brands and business should try to use to its fullest, as it might help them out in some way. Here’s why and how..

·         Rise in Online Engagement

There is no doubt about the fact that there is a major decline in offline engagement. More and more people are trying to stay inside now and prefer to place online orders. Brand loyalty has been on a decline, as convenience and safety have stepped into the frame. These things point out the very obvious- brands need to have an active online presence, now. Ideally they should have an up and running website and a well- maintained social media presence. And since PR provides a more subconscious engagement, as opposed to advertising; brands should really use this tool to its fullest. This means using SEO, content creation, digital PR platforms to their fullest potential as well.

·         Crisis Communications

PR professionals specialize in crisis communications. As all of us have been living this new and bizarre normal for some time now, it is better to prepare and plan for any crisis that might take place, beforehand.  This could save the business from any more damage that might be already facing because of Covid-19. Being the best PR agency in Delhi, we understand the importance of this function and always prepare beforehand.

·         Keeping the employees engaged

The lockdowns have lead to many people losing their jobs, and many have reported facing mental health issues because of everything that is going on. Businesses should hence, try to do their best to keep their employees as satisfied and involved as possible. Internal communication is an important function that PR performs that will come into play here. Businesses should provide a clear view of how they are performing, to their employees, and PR professionals should try to come up with solutions that might make the situation better for all the employees.

 

 

·         The cost-effective factor

Another reason that PR should not be neglected in these times, is the cost-effective factor of the tool. The economic depression that the pandemic presented to the world, forced brands and businesses to take another look at their marketing budget, with many even cutting it short. 

In such cases, PR should be the tool that brands and businesses should invest more in, as it is much more cost-effective. PR, when done right can help them reap many benefits and can even better the financial problem in the long run.

·         PR can strengthen trust

PR is all about making relationship with the media, the consumers, the shareholders, and the other stakeholders and overtime, trying to better the relationship. In times like these, PR when done right, can help the stakeholders in seeing the brand name as a more trustworthy name in the market. If a brand is handling such a crisis well, they will start to see them as someone that they can trust and buy from. Brands also hence, have a role in such times. Remember a few weeks back how many brands were trying to help out in their own way, when the second wave was at its peak?

 

Hence, a tool like PR should not be neglected in such trying times. The characteristics and function of this tool are perfect to be used in these times and brands need to give it more attention, if they haven’t done so already.

Source:- https://twenty7inc.in/the-relevance-of-public-relations-in-todays-world/

Evolution of the PR World

 

Introduction

It is a common misbelief that Public Relations (PR) is a new profession that came to the fore only a couple of decades back. In reality, however, the practice of PR can be traced back to the early Greek and Roman civilizations. Traditionally, PR constituted primarily of communication and disseminating information through press releases or other modes of linear communication. Today, PR is spearheaded by a transformed digital landscape, with brands taking to online media platforms to establish connections with clients and have actual conversations with a more involved consumer base.

 

History of PR

Some of the oldest influencers of public relations include Aristotle, Julius Caesar and Socrates, to name a few. They laid the foundation of PR and emphasized the need for effective communication between the public. Before the Greek and Roman era, priests played the chief role in influencing the public and persuading them to act according to their interests. The rulers used the medium of writing to sway history in their favor, shaping the mass opinion as they preferred. While this power earlier lied either with the priests or the rulers, the Greek era saw a change with the gradual shift of this power into the hands of non-religious or secular forces. Public opinion became primarily influenced by such emerging leaders who distinctly separated themselves from the church. People were free to voice out their views and perspectives without much oppression from the higher authorities, unlike before.

 With the invention of the telegraph, communication became more effectual and soon, other innovations like the telephone, phonograph and radio communication lined up. But it was only in the year 1903 that Public Relations was given recognition as a profession for the very first time, as Ivy Lee was made advisor for John Rockefeller. After this, PR gained popularity at a great pace and evolved as we see it today.

As we can see, while PR has seemingly undergone a rapid metamorphosis, its pillars – information, persuasion, and building trust – and its roots remain intact.

“What exactly changed then?”

Here are three distinct trends that have significantly contributed to the evolution of PR.

1. Role of the PR Professional

As the PR industry continues to evolve, the role of the PR professional, clients’ demands and what the industry entails, in general, has also changed. The focal themes for PR Week 2015 were “integration, convergence, and the ramping up in the importance of digital and social media.” Declining revenues from earned media have foregrounded paid, shared and owned media – and the skills required to profit from them.With real-time marketing becoming taking over, PR agencies are focused on creating digital content. This change has fortified the demand for a revised modus operandi in PR and an updated skillset in its professionals. Businesses will hire PR agencies mainly to provide strategy, expertise, and creative thinking. Surveys indicate that PR’s value can be optimally augmented by demonstrating how it helps achieve measurable business goals.

 

2. Ascent of Influencer Marketing

Earlier, journalists and other publications were, more often than not, the sole source of earned media within PR. Post digitalization, the number of people with sway over social media has exponentially increased. Influencers like bloggers, celebrities, business analysts, or other trusted buyers greatly facilitate a decent outreach on social media. The colossal shift in eMarketing to influencer marketing brings up just one question: “How can we employ social media to better our PR strategy?”.

Keeping a close tab on insights of networking sites on which you can interact with your audience is imperative. Trends being followed, hot topics etc., help attract viewership. The new-age PR calls for an increased focus on fostering relationships with your clients and your target audience.

3. Digitalization of Journalism

Whilst traditional features of PR like press releases, by-lines and whitepapers are used presently as well, PR has primarily become digital. GQ's insight and strategy editor conducted a survey to gain insight into 'social media trends impacting journalism'. The survey proved that journalists are more likely to read the posts of people they follow socially and prefer to communicate with the public via social media.

Source:- https://twenty7inc.in/evolution-of-the-pr-world/

How Public Relations help businesses emerge as a brand

 

In recent years we have seen a drastic change in the marketing world, be it the marketing strategies, a shift from traditional methods to a more integrated and sophisticated market. And one of the most important aspects of such a marketplace is Public Relation. It represents the mutual understanding and relationship between the public and the business satisfying the needs of both public and business organizations. It enables the businesses to reinforce their advertising in a very authentic and effective manner.

 

However, very often companies underestimate and neglect public relations, being unaware of the facts of what public relations can do and how beneficial it is.

So today we'll be reading about some of the benefits an organization gets to enjoy if they practice public relations on a daily basis.

 

Benefits:

 

1. Build your brand image:

 

Just suppose you are shopping online and thinking of buying chocolates. I'm pretty sure you'll end up buying chocolates from maybe Cadbury or Amul or Kit kat. Right. Have you ever wondered why this happens? Why do some brand names just pop up in our head when thinking about buying a certain product? This is because we have some brand names imprinted in our minds associated with certain products. And this is due to a well-established brand image of a specific product which is the result of increasing public relations.

 

2. Enhances Media Relations:

 

Media relations can be defined as the mutual relationship an organization has with the media and press. Having a good public relation also helps an organization to be on good terms with the media and press.

Creating editorial contacts, guest posts and press releases helps your business widen its relationships with not only media but also initiates a strong and good public relation.

 

3. Cost-Effective Nature:

 

It usually happens that whenever we see an advertisement we tend to skip it or if you are watching television then probably you will just change the channel. But have you ever wondered that these advertisements which we as an audience just take a millisecond to skip costs millions and billions to the company. But unlike advertising, public relation proves to be a very cost effective and efficient method. Moreover, it is beneficial for the organization in longer term unlike other advertising campaigns.

 

      4. Provide added value:

Public relations is more than just managing the flow of information and promotion between an organization and its publics. It is a strategy through which public can help your organization access a unique touch point and added value to your product offerings. Together with that public relation helps to differentiate your organization, its products among your competitors and put your business at the forefront of the game. Further, it also adds value through increasing visibility of your products and services, personalize your brand, raise your profile, build strong relationships, manage your reputation and assist with your sales process. Overall, it is a win-win scenario.

 

5.    Increase your brand’s credibility:

 

Since the past few years the way the market has evolved we humans as a consumer too have gone through a drastic change. Whether it is about choosing online marketing over offline or getting more and varied choices to choose from, the consumers have walked through a very long path. And that is the reason why in today's era it is very important to have that faith and trust of the customers associated with your business which has been becoming easier after public relations has come into effect.

 

6. Short and long-term lead generation:

 

Advertising campaigns must be a good way to mobilize and expand your business but in today's time people tend to spend most of their time surfing and searching online. Also, an advertisement costs way too much which would still one day be replaced but when word of mouth starts spreading it keeps on spreading without even undertaking much initiatives. We as humans love to express ourselves and that is how we sometimes unknowingly even help businesses to grow and flourish themselves in such a competitive time.

 

Conclusion:

 

Public relations can prove to be an integral way to enhance existing customer relationships and build new ones. Any business can grow if it is fueled by brand awareness which in return helps to build a brand name and hence your company becomes a credible one gaining the trust and confidence of existing and future customers. When your customers are satisfied and have a positive image of your brand, sales are more likely to follow your way.

And, that is the reason why if you are still not initiating public relations as part of your brand building strsategy, it is the right time to consider it.

 

Source:- https://twenty7inc.in/how-public-relations-help-businesses-emerge-as-a-brand/

An insight into Public Relations

 

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.

 

Source:- https://twenty7inc.in/an-insight-into-public-relations/

 

 

What are Social Audio Platforms and Should Brands Try them

 

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.

Source:-https://twenty7inc.in/what-are-social-audio-platforms-and-should-brands-try-them/

What are Press Releases and Why are they Important?

 

Over the years, the tools available in PR have expanded and many new additions have been made to the list of tools, especially after the advent of the internet. The traditional tools, which have been around for a much longer time, are still quite relevant to this date, and are used extensively by PR professionals, all around the globe. Traditional tools include newspapers, magazines, television, radio, press releases, and also events. One of the most significant tools in PR- a Press Release, has been around for quitesome time now. So, what exactly are Press releases? And why are they important?

What is a Press Release?

As Investopedia defines the tool, “A press release is a piece of news or information that companies send out to inform the public about something noteworthy or of material significance.” It is often drafted or handled by the company’s PR department. They can be used to make important announcements like launching of a new product, any mergers and acquisitions that might have taken place, any significant reports of the organization, or any other information that the media and the public might be interested in knowing. One important thing to remember while drafting the press release is that it should cover all the important parts-the‘who, what, where, when, and why part’, and should be well researched and properly framed, for its readers.

Why are they important?

Over the years, press releases have changed with the times. But to this day, it is one of the most important tools used in PR by professionals.

·         Media Engagement

Press releases help to create media engagement when they are passed on to journalists, and other media platforms. Journalists often turn to press releases and news announcements when looking for material. If the pitch and the release are interesting and well drafted, the journalist will take more interest. It can also help enhance the relationship between the journalist and the PR professional, which can further help the brand to get more coverage in the future for other opportunities.

·         Increased Credibility

Press releases are seen as a credible and trustworthy source of information by the media, as well as the customers. When a brand delivers accurate and well written releases continuously, they gain credibility in their eyes. The only catch is that the brand should be consistent with the quality of the material.  Being the best PR agency in Delhi, we understand the importance of this tool, and use it to the best use for the brand.

 

 

·         Customer Engagement

Now with the internet, brands can directly share their releases on their websites, on their blogs, and on their social media handles. This can often lead to a higher engagement within the consumers, as a well written release can enhance the search rankings, raise brand awareness, and even attract new consumers towards the brand.

·         Helpful in crisis

Press releases are also a great tool in times of a crisis. It is widely used in crisis communications, when it comes to PR. This is because, in such times, press releases give you the opportunity to tell the story at your own terms. And since it is a carefully drafted piece of information, you get to include everything that is important and set the narrative straight. Further, since it is coming from the brand itself, the consumers are more likely to believe the news as well.

 

Hence, press releases are undoubtedly an important tool in PR even in today’s digitally dominant era, and will continue to be so, given the functions it can perform, and its significance. The only thing that PR professionals need to remember is that they carefully draft it, and include every bit of important information that might be relevant for the readers.

Source:- https://twenty7inc.in/what-are-press-releases-and-why-are-they-important/

5 Ways in which Advertising is Different from Public Relations

 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.

Source:- https://twenty7inc.in/5-ways-in-which-advertising-is-different-from-public-relations/

5 Must Read Books for Every Aspiring PR Professional

 

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 for your brands full advantage.

Source:- https://twenty7inc.in/5-must-read-books-for-every-aspiring-pr-professional/

PR CASE STUDY ON TSD CORP

 

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.

Source:- https://twenty7inc.in/pr-case-study-on-tsd-corp/