Public relations (PR) in India is at a transformative stage. The traditional approach (read: media relations) is dead. Yet, PR a long way off from becoming the brand communication lead. What should the industry do to complete its transformation? MSLGROUP’s 2015 annual report on the state of the industry changes details the findings of a countrywide survey focusing on Chief Marketing Officers (CMOs) across industries and how they view the role of ‘new PR’ – integrated communication – in building brands. We hope you enjoy reading it. For more information or feedback connect with our India team @MSLGROUP_India or reach out to us on Twitter @msl_group.

1. Public relations (PR) in India
is at a transformative stage.
The traditional approach
(read: media relations) is dead.
Yet, PR a long way off from
becoming the brand
communication lead.
What should the industry do to
complete its transformation?
Marketing heads had their say in
MSLGROUP’s survey.
What?
Get a seat at the corporate
high table; lead brand
communication
Why?
Agencies that don’t evolve
to provide true strategic
value won’t survive
Who?
For this, it must have the
ear of the marketing heads
How?
The integrated communication
model. The future: INSIGHTS,
IMPACT, INTEGRATION
Has the budget allocation for PR
grown over the past five years?
Why would you choose integrated communication?
(Multiple Selection)
If Yes, by how much?
Key findings
80%
YES
20% NO
3%
Not
disclosed
21%
0%-
10%
28%
10%-
20%
12%
20%-
30%
18%
30%-
40%
10%
40%-
50%
8%
Above
50%
Innovations
16%
Others
10%
Higher
engagement
with audience
47%
Delivers
greater
visibility
43%
Specialised
or niche
offerings
24%
If your agency were to offer you integrated
communication, what would be the business impact?
(Multiple Selection)
MSLGROUP survey conducted by Leadcap.
Sample: 50 Chief Marketing Officers across India
What would you like your PR agency to invest in?
(Multiple Selection)
Are data and insights playing a greater role in
your communications strategy?
Going forward, will data and insights become a
must-have in your choice of communication agency?
18%
Seamless
exchange of data
18%
Less
overload
10%
Others
Overall
increased
productivity
37%
Better
management
of virtual teams
25%
Saved
costs
22%
Greater
innovation ability
20%
Research &
insights
43%
Digital/
Social
39%
Content
35%
Public
affairs
29%
Crisis
Communication
12%
Others
8%
Creative
14%
C M O
Automobile
6
BFSI
2
IT/Telecom/
Consulting
12
Consumer
goods
6
Healthcare
3
Manufacturing/
Textile/Heavy
10
Power
3
Others
8
Public relations in India:
Climbing up the value chain
Yes
98% 2%
No
Yes
88% 12%
No