Pr savvy india - clea-

There are no strangers...

www.cleapublicrelations.com [email protected]

The Clea Group of Companies is a Rs. 1 billion (Rs. 100 crore) entity that offers a plethora of services ranging from Public Relations, Media Relations and Dissemination, Film Production, Marketing Consultancy, Celebrity PR, Visual Communication & Design, Brand Custodial Services and Market Research. With offices in 33 cities across the country and employing over 260 experts, the Clea Group is quintessentially a highly dynamic and expert organisation that can handle the communication needs of any corporate, brand or individual.



Elements of Communication

SENDER RECEIVEREncoding

Feedback

Message

Media

Noise

Decoding

Response

DISTORTION

DISTORTIONDISTORTION

DISTORTION



In other people’s minds…



We are the result of all the previous pictures that we

have painted for ourselves….



But don’t forget...

Every artist was at first an amateur.



…and you can always

paint new pictures.



ARE YOU PAINTING THE RIGHT PICTURES?



PPerception is erception is RReality eality



Personally,

I like strawberries & cream...



But, for some strange reason,

fish prefer worms !



So when I go fishing,

I don’t think about what I want...

I think about what they want !



Public Relations At home...

At work…At play…

Are you giving them what they want?



The manner in which we handle people can take them

in one of three directions.



TOWARDS US



AWAY FROM US



Or...



AGAINST AGAINST USUS



Our task is to ensure that they not only come towards us but more importantly that they keep coming towards us over & over

again.



The key lies in

Effective Public Relations



There are no strangers in this

world,Only friends waiting to

be met.

The Personal PR Mantra.



THERE ARE NO STRANGERSIN THIS WORLD...

HusbandFriends

Peers

Clients

Suppliers

Bosses

Subordinates

Wife

Father Mother

Son

Daughter

Media

BusinessPartners

Govt.

GeneralPublic



ONLY FRIENDS WAITING TO BE MET

MEDIAMohan, Anita,...

COLLEAGUESPeter, Deepa,...

SUPPLIERSHarish, Martin,...

FRIENDSSanjay, Annie,...

CLIENTSSunita, Jimmy,...

FAMILYNisha, Nikhil,...



WHY HAS PUBLIC RELATIONS BECOME

SO IMPORTANT ALL OF A SUDDEN ?



Information Overload

• Media Explosion

• Telecommunications

• Internet/ Intranet

• Computers



Time Crunch

Cut Throat Competition

It’s not enough to be efficientIt is equally important to be

perceived so !!!

….Survival of the PR savviest



There are little eyes upon you,

And they’re watching night and day.

There are little ears that quickly take in every word you say




There are little hands all eager

to do anything you do

And a little boy who’s dreaming

of the day he’ll be like you



You’re the little fellow’s idol,

You are the wisest of the wise

In his little mind about you

no suspicions ever rise



You are setting an example

every day in all you do;

for the little boy who’s waiting

to grow up to be like YOU



MAKING THE RIGHT DECISIONS

DE

CIS

ION

- V

AL

UE

INFORMATION

InformationGatheringThreshold

Inverse relationship between Quantum of information and quality of decision making.



ExcessInformation

Key Messages

PUBLIC RELATIONS



Public Relations is the art of being street smart ...



MOMENTS OF TRUTH

… EVERY DAY

… IN EVERY THOUGHT

… IN EVERY ACTION

IN EVERY INTERACTION

WITH EVERYONE



Whichever way you look at it

your Personal Route to success

depends on...



PIGSIFSSOCAAPHMOTIPSEHA

Or to put it another way...



PIGSPersonal Information Gathering Systems

“God gives every bird his worm,

but he does not throw it into the nest”

- old Swedish proverb

“It is better to be approximately right

than precisely wrong”



IFSInformation Filtering Systems

“Information is pretty thin stuff

unless mixed with experience.”

Other men see things as they are and ask, ‘why?’

I see things that never were and ask, ‘why not?’



SOCSkills Of Communication

Ability to listen

Verbal communication

Written communication

Body language

Multi lingual abilities



AAPHAppearance And Personal Hygiene

To act right…

you have to look right…

and feel right



MOTMoments Of Truth

Consciousness

Realising the importance of each interaction



IPSInter-Personal Skills

Games People Play

I’m OK you’re OK

Think Win-Win



EEmpathy

The things you learn in maturity aren’t simple things such as acquiring

information and skills…

You learn not to burn up energy in anxiety.

You discover how to manage your tensions

You learn that self-pity and resentment are among the most toxic of drugs.

You learn that the world loves talent but rewards character.



EEmpathy

You come to understand that most people are neither for you nor against you… they are thinking about themselves.

You learn that no matter how hard you try to please…

Some people in this world are not going to love you.

A LESSON THAT AT FIRST IS TROUBLING AND THEN REALLY QUITE RELAXING.



HHumour

A joke and a truth are not mutually exclusive. The best jokes are true, and

the best truths are jokes.

Read a joke a day...



AAttitude

Patience

“In the confrontation between the stream and the rock, the stream always wins - not through

strength but by perseverance”

Desire to excel

How does one become a Butterfly?

You must want to fly so much...

That you are willing to give up being a caterpillar.



AAttitudeDemeanour

“One filled with joy preaches

without preaching” - Mother Teresa

Warmth and Friendliness

Confidence

The difference between RUNNING a relationship and RUiNING one is….

“I”



Techno Savviness



MY FATHER WHEN I WAS…



4 YEARS OLD

“My Daddy can do anything”



6 YEARS OLD

“My Dad is smarter than your dad”



8 YEARS OLD

“My Dad doesn’t know exactly everything”



12 YEARS OLD

“Oh, well, naturally Father doesn’t know anything about

that. He is too old to remember

his childhood”



21 YEARS OLD

“Him? My Lord, he’s hopelesslyout-of-date.”



30 YEARS OLD

“Maybe we should ask dad whathe thinks. After all he’s had a lot

of experience.”



35 YEARS OLD

“I’m not doing a single thinguntil I talk to Dad.”



40 YEARS OLD

“I wonder how Dad would have handled it. He was so wise

and had a worldof experience.”



50 YEARS OLD

“I’d give anything if dad were here now so I could talk this

over with him. Too bad I didn’t appreciate how smart he was. I could have learned a lot from

him.”



Remember...

ThereThere are no strangers are no strangers in this world,in this world,

Only friends waiting to Only friends waiting to be met.be met.



PR IN THE

SERVICE INDUSTRY

THE CUSTOMER ORIENTATION COUNTDOWN !!!



1010Appearance and Personality



99 Knowledge



88Empathy



77Cou

rteo

usne

ss

Courtesy manifests in the manner of response to a customer’s problem and tolerance with his or her mood swings.



66Problem Redressal Procedure

This refers to the amount of red-tape a customer has to go through to get his problem solved.



55Value Addition

The perception that pertains to getting more from the company or brand than what was expected originally.



44 Personal Touch

The ability of the company to make each customer feel special and more important than the others.



33Telephone Response

The more helpful the person on the line, the better the customer loyalty and perception.



22Keeping-In-Touch

This implies how many times the company representative calls on the customer or corresponds with him.



11TURNAROUND TIME

The time taken to respond to a customer’s problem and actually rectify it.



A satisfied customer patronises us directly and indirectly.



You can lose him-by a thoughtless word or act.



And losing a customer is doubly dangerous

As...



When he goes he does not go alone ...He likes company....

He takes other customers away … Potential, if not

existing.



When customers are unhappy, five things can happen...

Customer suffers in silence

Customer takes business elsewhere

Customer complains to friends and neighbours

Customer talks to third parties

CUSTOMER TALKS TO THE COMPANY



And four of them are bad!



Of these possible outcomes only the last is positive.



Research shows that 60 to 70 per cent of customers who complain would do business again if their problems were

resolved !!!



SO…

ARE YOU LISTENING TO YOUR CUSTOMER ?



Knock, Knock?

Who’s there?

Opportunity

Opportunity, Can’t be!

Why?

Opportunity only knocks once.



Expected Level of Service

Delivered Level of Service 1

Delivered Level of Service 2

CUSTOMER DELIGHTThe Opportunity Of The Future

Exp

ecta

tion

Service over time



SERVICE IMPROVEMENT PROCESS

Service Issue Identified ?

Obtain Customer Feedback

Standard in Place ?

Standard being met ?

NONO

Define and ImplementDefine and Implement

Examine ProcessExamine Process

Examine and Align Standard with Examine and Align Standard with Customer RequirementsCustomer Requirements

NONO

NONO



So Friends...

The Personal PR MantraThere are no strangers in

this world,Only friends waiting to be met.

The Professional PR MantraThe Practice

of Customer Delight.



THE CHOICE IS YOURS...



Otherwise…



Pouring out his troubles to an acquaintance after a couple of

drinks a young man said,

“ I hate to admit it, but I don’t know how to make my wife

happy.”



The Newfound Friend Replied “There is really nothing to it, let me give you

some advice. At bedtime switch on a romantic CD, dim the lights and splash some of your best aftershave. Next, tell your wife to get into her sheerest negligee, then make sure you raise the bottom window.”



“ Then what do I do ? ” asked the young man.

“Just whistle”

“Whistle????”



“That's right. I’ll be waiting outside the window. When I hear your whistle, I’ll come right up and take care of the rest.”



Friends ...



If you don’t Satisfy your customer,then someone else will.



DIFFICULT AS ALL THIS MAY SEEM TO IMPLEMENT...

TODAY … IS THE TOMORROW...

YOU WERE AFRAID OF... YESTERDAY

Strange isn't it..



The Quintessential PR Professional

as defined byRudyard Kipling

(Most of it anyway…)



If you can keep your head when all about you are losing theirs and

blaming it on youIf you can trust yourself when all

men(including your own colleagues and friends) doubt you & make allowances for their doubting

too

If you can wait & not be tired by waiting

Or being lied to (by your suppliers), don’t deal in lies

Or being hated (as the competition does) don’t give way to hating

& yet, don’t look too good (but dress well) or talk too wise



If you can dream & not make dreams your master (or mistress)

If you can think & not make thoughts your aim

If you can meet with triumph & disaster And treat those two impostors just the

same

If you can bear to hear the truth you have spoken

Twisted by knaves ( those so-called friends and colleagues

we all have ) to make a trap for fools (uninformed management)

Or watch the things you've given your life to broken

And stoop & build em with worn out tools



If you can make one heap of all your winnings

And risk it on one turn of pitch & toss

(but remember gambling is a vice)

And lose, and start again at the beginning

And never breathe a word about your loss

(that would be really really tough)

If you can force your heart, nerve & sinew

To serve your turn long after they are gone

And so hold on when there’s nothing in you

Except the Will that says to them ‘Hold On’

(Corporate health check ups - I hope your management is listening)



If you can talk with crowds and keep your virtue Or walk with MDs nor

lose the common touchIf neither foes nor loving friends can

hurt youIf all men count with you, but none

too much(Don’t play games in office)

If you can fill the unforgiving minute With 60 seconds worth of distance

runThen yours is the Earth & all that’s in

it And what is more ‘You’ll Be PR

Savvy’, My Son.



THANK YOUTHANK YOU



Vinod G. Nair, Vinod G. Nair, Managing Director, Managing Director,

Clea Public Relations IndiaClea Public Relations Indiawww.cleapublicrelations.comMobile - +91-0-98678-00008Mobile - +91-0-98678-00008

Work - +91-22-40166800Work - +91-22-40166800Email – Email –

[email protected]