World PR Day: Honouring Ivy Lee's legacy and the Indian PR

Authored by Ganapathy Viswanathan, Independent Communication Consultant

World PR Day was celebrated yesterday, July 16th, 2024, commemorating the birthday of Ivy Lee, one of the pioneers and founders of public relations. Born on July 16, 1877, Lee is considered the father of modern public relations methods. He was a strong advocate for open and frank communication with the press, representing notable clients such as the Rockefellers and the American Red Cross.

On this occasion, I shared my views on the evolution of PR and its rapid growth, especially over the last two decades. PR in India significantly took off post the 1990s and continues to grow as brands independently embrace PR strategies. My introduction to PR was during the World Public Relations Congress held in 1982, where I attended as a young student and listened to Sam Black, a renowned PR expert, address professionals in Mumbai. Additionally, my studies in Advertising and PR at K.C. College of Management Studies, and my experience with Ogilvy Financial Communication handling IPOs, further deepened my understanding of the field.

In the mid-1980s, PR was in its nascent stage with only a few companies like Ogilvy Public Relations, which managed independent clients and participated in 360-degree communication for brands requiring PR. During this period, PR efforts included press releases, press and broker conferences, and face-to-face interviews, primarily targeting business dailies and mainline newspapers due to limited media options.

Over the last two decades, PR has undergone a significant transformation,shifting from traditional media to a more diverse and dynamic landscape. The advent of the web and social media has revolutionized the Indian media environment, making brand reputation management more engaging and complex. The role of AI and ML has further transformed PR, enhancing reputation and crisis management. PR professionals now need to be more confident in using technology, backed by agility to handle crises swiftly.

Today, clients demand a positive image and measurable impact from every PR campaign, increasing the importance of accountability and talent acquisition in agencies. The technological disruption has pushed agencies to stay proactive, continuously upgrading their skills through internal and external training programs to manage client reputations 24/7. Knowledge and adaptation to new technologies are crucial for agencies to meet clients’ expectations.

Ultimately, ideas and content drive the industry. While technology is an enabler, it is the people who generate strong ideas and execute them flawlessly who succeed. Innovation in technology will continue at a rapid pace, requiring PR professionals to stay alert and quickly adapt to new developments.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.