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Our Approach At Prana Public Relations, we partner you in your business and aim to know your organization as well as you do. We use PR as a strategic reputation management and marketing communications tool and interact with all your stakeholders knowledgably to add value at each stage. We help anticipate changes to help make your communications continuously relevant. The entire effort is based on a meticulous process framework and is designed for result-oriented and measurable delivery. We define our scope of work at the beginning of any relationship and ensure that our service offering renders itself to the overall objective and strategy established for PR communications.
Process framework for managing communications:
- Client initiation
- Communication audit to
- Understand client’s business and derive communication goals and deliverables
- Clear definition of target groups with priorities
- Understand differentiators, issues and opportunities
- Identify potential crisis points and develop management protocols
- Research to study current perceptions of target groups
- Develop the basic aids / tools
- Spokesperson “Media” training, if needed
Scope of work
Opportunity Analysis
- Conduct ongoing research, both internally and externally, to identify communication opportunities and issues
Strategic consultancy and planning
- Provide consultancy on all aspects of client’s communication needs, all issues that impact corporate reputation and corporate identity
- Develop a PR events’ calendar of all predictable events offering PR opportunities
Message development and synergizing
- Formulate key messages for various target constituencies and at various touch points and synergize the same across the organization
Media Relations
- Assist in developing all communications to be disseminated to the media including information kits, press releases, backgrounders, features etc.
- Identifying and maintaining lists of media professionals relevant to client on a national basis
- Assist in managing one-on-one relationships with all media professionals relevant to client, including correspondents of International media based in India.
- Assist the client in managing all media events like press conferences, analyst meets, select briefing as well as disseminating information on a national basis
- Assist the client in managing media relations during potential crisis situation, if any
- Assist the client in placing their senior management personnel and key spokespersons as industry spokespersons and domain experts in the media on a continuous basis.
Media Monitoring
- Provide the company with all coverage related to the client on a national basis.
- Prana PR provides a special media tracking service. The details of the service are captured below:
- The coverage will be monitored from top 10 cities and delivered to the company in electronic format through the internet on the same working day by the afternoon
- The coverage is stored in archive for future reference. The database of the coverage will have search facilities to retrieve old stories of interest based on newspaper, correspondent, city, edition or any key word.
Non-media programs conceptualization
- Work with corporate communications to conceptualize non-media events to directly communicate cluster specific messages to target audiences
- Media
- Customer constituencies
- Thought leaders
- Opinion influencers
Opinion research
- Provide feedback on media perceptions twice a year. A dipstick study will be conducted twice a year amongst the relevant media based in Mumbai and atleast two other important cities
Account management reporting & evaluation
- Daily media reports and advisory service
- Weekly meetings to discuss WIP
- Weekly Status reports
- Monthly report of activities
- Coverage docket of monthly clippings
- Monthly & Quarterly reviews
- Sound documentation and archiving practices
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