Perfect Relations Internship Report.pdf

Internship Report ON PERFECT RELATIONS

Submitted by Shubhangi Misra MA Mass Communication & Journalism II Year Semester IV

Hall Ticket No: 1214-17-094-010

St. Joseph’s Degree and PG College March 2019 Academic Year 2017-2019

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Internship Report ON PERFECT RELATIONS

Submitted by Shubhangi Misra MA Mass Communication & Journalism II Year Semester IV

Hall Ticket No: 1214-17-094-010

St. Joseph’s Degree and PG College March 2019 Academic Year 2017-2019

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Acknowledgement

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Certificate of Internship

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Evaluation Report

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Attendance

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Table of Contents 1. Introduction to Public Relations

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2. Chapter 1 – Overview on the Industry

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a. Company Profile

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b. Interactions during internship period

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3. Chapter 2 – Job Perspective & Relevance of Training

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4. Internship Training

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5. Job Specific Analysis

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6. Day to Day Work Report

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7. Experience

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INTRODUCTION TO PUBLIC RELATION Public Relations: A public relations (PR) is the way organizations, companies and individuals communicate with the public and media. A PR specialist communicates with the target audience directly or indirectly through media with an aim to create and maintain a positive image and create a strong relationship with the audience. Examples include press releases, newsletters, public appearances, etc. as well as utilization of the World Wide Web. Different Types of PR: 1- Community Relation 2- Public Affairs 3- Crisis Management 4- Media Relation History of Public Relations: PR has been around for almost 100 years. While many believe that Edward Bernays invented the public relations profession in the 1920s, others point to Ivy Lee, who opened a “counseling office” in 1904. One of his first clients was the Pennsylvania Railroad. In 1906, he invented the “press release” to distribute the company’s “news” about an accident before reporters received other versions of the story. It worked like magic. In 1915, Lee became publicity counsel to John D. Rockefeller. Lee advised Rockefeller to hand out dimes to poor children as a way of showing his philanthropic impulses. He also invented the Betty Crocker symbol and the “Breakfast of Champions” slogan for Wheaties. According to the Georgia Historical Commission, these “facts” make Lee “the founder of the profession of Public Relations,” but Lee didn’t envision his eclectic collection of tactics and techniques as anything more than short-term solutions to client problems. He supposedly told Bernays, who was a contemporary and also operated out of New York, that when they died, public relations as a profession would die with them. Bernays, on the other hand, had a grander vision. He tried to put public relations on a scientific footing, often applying lessons he had learned from his uncle, Sigmund Freud. Bernays was actually the double nephew of Freud. (His mother was Freud’s sister and his father were Freud’s wife’s brother). He applied his uncle’s concept of “mass psychology” to sell bacon, cigarettes and soap. He also staged “overt acts” (what would now be called “media events”) to awaken apparently subconscious feelings.

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Bernays also solidified his reputation as “the father of spin” by writing books, including Crystallizing Public Opinion in 1923 and Propaganda in 1928. In fact, Bernays often described what he did as propaganda, and didn’t apologize for using the term until after it was adopted in the 1933 by Joseph Goebbels, the Minister for Public Enlightenment and Propaganda in Nazi Germany. During the recession of 1991, spending on public relations increased, while spending on advertising decreased. Many marketers thought of PR as “free advertising” – even though it wasn’t free…and it wasn’t advertising. They boosted their PR budgets a little while cutting their ad budgets a lot, hoping that prospects wouldn’t notice the difference and competitors wouldn’t take advantage of the situation. During the “dot com” boom of the mid- to late-1990s, PR professionals didn’t have time to question their assumptions. They were too busy juggling opportunities for better pay, offers for better jobs, and their first serious shot at stock options. Suggesting that the PR paradigm was shifting was a message that public relations professionals had difficulty receiving because there was too much “noise.” The Internet has changed communication dramatically. The public is increasingly turning to the World Wide Web for information and as a result, PR must keep up with the changes in transmission of information if it wants to retain its role as a communicator between the public and organizations. Modern PR thus besides the traditional tools also implements online tools and tactics, including social media such as blogs, content publishing, search engine optimization (SEO), podcasts, etc. History of Public Relations in India: The growth of PR as a profession in India has been a topic of much debate and deliberations. Many scholars have analyzed the historical evolution and growth of Public Relations in India from varied perspectives. JM Kaul, for instance, chronicles four stages of historical evolution of Public Relations, viz., early stage, the stage of conscious PR, the third stage of PR and finally Professionalism in PR. Similarly, Rahul Jain, in his paper PR Landscape, published by Global Alliance for Public Relations and Communication Management for information only categorizes the historical progression of Public Relations in India into three broad phases – propaganda, publicity and public information and public relations in the modern post-independent India. Some scholars believe that in the initial stages, PR as a management’s voice emerged more as a tool of ‘liberal’ philanthropy by the pioneering industrialists. Kaul gives the example of Tata Iron and Steel Company (TISCO) which went into production in 1912. From the very beginning, the Tata’s 10

were involved in community relations as they built the model town of Jamshedpur wherein, they not only provided housing, water, electricity, free primary education, hospital and technical institutes, but also promoted social cultural and economic development of the community. Tata’s have been the forerunners in introducing employee welfare schemes. India at that period of time was fragmented into hundreds of kingdoms and principalities and it was not an easy task for the crusaders of the freedom movement, viz., various political leaders and political parties, Congress being the foremost to reach out to the length and breadth of the country in making people understand and participate in the freedom struggle against the British. Persuasive communication obviously played a great role. It may or may not have been seen as PR, but undoubtedly had its roots in it. It was during this period that Tata opened their public relations department at their head office in Bombay (now Mumbai) in 1943. It also started a monthly publication next year for employee communication. A systematic and organized practice of public relations in India some believe began with the Indian Railways. It was found that the building of railways for the purpose of carrying raw materials from the hinterland to various ports in the country was proving to be an expensive affair and soon they realized that they had to introduce passenger traffic in order to recover the cost, which led to promotional messages for railways as a mode of commuting. The 70s saw the establishment of Public Relations Society of India (PRSI) which gave huge impetus to the public relations industry, still at a nascent stage. It will not be an exaggeration to say that the globalization of the Indian economy in the 1990s gave its rightful place to PR in India. The emergence of multi-national corporations on the scene in the early 1990s, the opportunities of foreign direct investment increased especially with the deregulation of industries. The market became suddenly competitive and businesses felt it necessary to build their reputation in order to gain more and more access to new market and new consumers. This led to the proliferation of PR and advertising agencies in the country. As the multinational corporations wanted to gain foothold in the country, they needed professional guidance in creating a friendly environment for themselves. Soon one saw some of the global agencies like the Ogilvy & Mather opening their PR arm in the country. Hindustan Thompson’ IPAN and Taj Hotel’s Good Relations also began their offices around that time. While everyone uses PR in India, be it central or state governments, corporate organizations or 11

the non-governmental sector, the tools, techniques and tactics often differ. For the private and multinational companies, advocacy and lobbying ( it may not be called so in India as Lobbying is not legal) are essential part of PR,

the public sector organizations, by and large have a

standard media mix for PR activities that include press/media relations for image build up with the outside world through non-paid media, and internal communication with employees and investor relations in companies that have gone public.

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Chapter- 1 Overview of the Industry

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COMPANY PROFILE

Industry Profile: Public Relation (Client Servicing Team) Organization: Perfect Relation Pvt. Ltd. Address: S 27, Star City, Mahratta Towers District Centre, Mayur Vihar, Phase I, New Delhi 110091 Telephone number: 011 4666 7666 Registered Office: Perfect Relations Pvt. Ltd. S 27, Star City, Mahatta Towers, District Centre, Mayur Vihar, Phase 1, Delhi – 110091 Geographical areas of operation of the company: Delhi, Mumbai, Bangalore, Goa, Chennai, Pune, Hyderabad, Kolkata, Ahmedabad, Kochi, Chandigarh, Jaipur, Guwahati, Gurgaon, Bhubaneswar, Dehradun History of Perfect Relations: In October 1992, two veterans of business journalism in India -- Dilip Cherian, Editor of the first business magazine in India - Business India, and later co-founder of the Observer of Business and Politics and Bobby Kewalramani, whose past as top management for leading print media included The Times of India, The Sunday Mail and the Observer, stepped into India’s nascent Public Relation industry to introduce the concept of Image Management. India’s Public Relations industry, which was finding its feet in the newly globalized Indian economy, received a shot in the arm with the birth of Perfect Relations, acknowledged as the premier and pioneering Image Management firm in the country today. The first six months of its existence saw its co-founders working out of a phone booth in Delhi, and then with an apartment-turned-office, the firm saw its first personnel added to its roster. Perfect Relations was thus three people and a typewriter, till an immensely satisfied client gifted them a computer. In no time, the one- computer era passed, and Perfect Relations was soon perfecting systems and processes to deal with increasing names on the staff roster and the client list. Almost immediately, the company’s first representative office outside Delhi became operational in Mumbai. The next ten years stood witness to the exhilarating growth of the

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Public Relations industry, with its pioneering stalwart racing ahead to become a company with over 200 professionals, in eighteen fully- owned offices across India. Empowered with the opportunity and encouragement to blaze their trails with their diverse skills and talents, the rich personnel resource of the company led to Perfect Relations scaling up operations and widening their scope of services. South Asia is a growing economy and a dynamic region abundant with potential. To understand, communicate and connect with its multi-cultural and multi-lingual audience can seem impossibly daunting until you speak to Perfect Relations. Recently Perfect Relation is takeover by Dentsu Aegis. Services:

Public Relation

Crisis Management

Perfect Relation

Digital Media

Image Consulting

Vision: Perfect Relations, an image management and communication firm born and brought up in South Asia, has an innate and immaculate understanding of the region, its preferences and needs. Strengthened by a seamless integrated network across the region and strong relationships with the main influencers and cross-media platforms, Perfect Relations can best deliver South Asia to you. Values: Our work ethic is paramount in each and every action that we undertake. The values that constitute our work culture are present not just in our professional lives. But also permeate the personal. Sharing this way of life with our clients helps us optimize performance and productivity.

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Leaders of Perfect Relations:

Jerry Buhlmann CEO Dentsu Aegis

Ashish Bhasin Chairman & CEO South Asia Dentsu Aegis Network

Dilip Cherian CEO Perfect Relations

Bobby Kewalramani

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Clients of Perfect Relations:

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Sector Served: 1. Bio Technology 2. Manufacturing 3. Information Technology 4. Healthcare Services: 1. Advisory and consulting Services 2. Public Affairs and Government Relations 3. Organizational communicational consulting Practice 4. Investor Relations 5. Digital and social Media engagement 6. Seminars and conference

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Interacted during Internship period:

1. Gurram Rajesh Designation: South Head Email id: [email protected] 2. Vishal Thapa Designation: Senior Image Manager Email id: [email protected] Phone Number: +91-9701834446 3. Shreya Nandy Designation: Senior Image Executive Email id: [email protected] Phone number: +91-8512079304 4. Srinivas Vadde Designation: Senior Image Executive Email id: [email protected] Phone number: +91-9666222989 5. Sagar Kumar Designation: Image Executive Email id: [email protected] Phone Number: +91-7376406057 6. Rutvi Shah Designation: Image Executive Email id: [email protected] Phone number: +91-837415557

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Chapter-2 JOB PROSPECTIVE & RELEVANCE OF TRAINING

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OBJECTIVE: The main objective was to work in the Public Relations Department to learn the various processes that undergoes in publicizing a brand and to make it available for the general audiences.

PRIMARY OBJECTIVE: •

Organizing an event

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Co-ordinate with Media

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Follow up with Journalists

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Media Rounds

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Media Management

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Pitching

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Interaction between the client and journalist

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Attending client meetings, generating minutes

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Generation of Press Releases

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Dissemination of Press Releases.

SCOPE: The scope of the training is to gaining the experience in the public relations fields, working in a team and established a relationship between media. This training experience, however has changed my perspective towards the field of Public Relations.

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INTERNSHIP TRAINEE Job Description: The job that I was offered at Perfect Relation Pvt. Ltd. was the position of Intern in the Client Servicing Team. In client Servicing department of Perfect Relation which facilitates the clients with different kind of Public Relations Solution. It was a 45 Days Internship program. In client servicing department, all the team members had to work almost Six days in a week and sometimes whole week according to the events. Like the team members, I also had to work almost 6 days a week. On-the-job training were provided and sometimes and I was privileged to attend some of the special events. Responsibilities: This part includes all the responsibilities and detailed description of the job I had to do during my internship period•

Client – Servicing: The initial brief about our clients’ requirements were given to me via my superiors after whom I had to debrief to the media, creative team etc.

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Day - to - day Operations: As an Intern, there were some day to day tasks in client servicing team. Such as follow- up with the team, News Tracking, Research, Dossier.

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Follow-Up: Regular follow-up with the media, team for the regular updating. It was again really tough to do follow-ups but because of follow up I make some good relation with media. Follow-ups helped me a lot in enriching my leadership and public speaking skills.

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Research: During my internship period, I was engaged in different Research Work. I also had to do some research on the prominence personality, events etc.

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News-Tracking: one of the toughest days to day works in news tracking. I had to track all the traditional newspaper as well as online news. But due to this I am able to know every newspaper had own fonts, design and layouts.

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Management: In Bio Asia 2019 my job is to manage the media lounge throughout the three days of event and Record all the important sessions make a Transcript for press release

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Dossier: during my internship period dossiers making is one of the toughest jobs I ever done but due to this I learned a many thing in Microsoft office.

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Clients I worked for during my internship period:

Bio Asia 2019

Centuary Mattress

Indian Immunologicals Limited

Tata Projects Limited

Cyient

CDK Global

PTron

Olectra

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JOB SPECIFIC ANALYSIS Work Update – Day Wise 06th- Feb-2019 TO 22nd-Mar-2019

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Day to Day Work Report of Internship Day 1: 06th February 2019 - Wednesday – The first day of my Internship. I was given the task of doing Comparison of same story News articles in two different Newspapers. I was also involved in secondary research process to find out the events happening and scheduled in India for corporates, startups and Meditation Centers.

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Day 2: 07th February 2019 – Thursday – Newspaper reading, Research on events in Hyderabad and in India. On the 2nd day I was involved in collecting the coverage of client’s report. Read News Papers articles in Times of India, The Hindu, Eenadu, Sakshi etc. I did the secondary research to find out the National Events from different sites for the Perfect Relations client.

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Day 3: 08th February 2019 – Friday – Reading Newspaper articles, searching for events and writing press releases. On the third day of the internship I was told to read the newspapers and search for the client coverage in the newspapers. I was also involved in the online coverages on the website and PR News wires. Scheduled the search events for client speaker.

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DAY 4: 09 February 2019 - Saturday – Newspaper Reading and Covering Events. On this day, I was asked to read newspapers and bring out the news articles with similar news and study them on how they were written.

DAY 5: 10 February 2019 – Sunday – Holiday

DAY 6: 11th February 2019 – Monday – Written press releases for CDK Global, searching events and contacting Meditation centers for clients. Searched for meditation centers for heartfulness client. To schedule the Client as Speaker. Also wrote press release for CDK Global Family Day event for Media,

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Day 7: 12 February 2019 – Tuesday Searching for Mediation Centers and Updating the same in Excel. Reading Newspapers and editing articles.

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Day 8: 13 February 2019 – Wednesday – Written article for Century Mattress, Media Invitation for Press Release of CDK Global Read the newspapers and searched for client coverage of PR works. Contacted media people for client Media coverage for the Valentine’s Day article.

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Day 9: 14 February 2019 – Thursday – Written Press release for CDK Global Family Day. Written the Press Release for CDK Global and searched for client coverage and worked on events data researching.

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DAY 10:15 February 2019 – Friday Contacted Event organizers for Scheduling Client speaker. Contacted Event organizers and mailed them the client profile.

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DAY 11: 16 February 2019 – Saturday – Reading Newspapers and finding coverage of clients and working on events and for Media Rounds to The Hindu, Times of India, Eenadu, Telangana Today.

DAY 12: 17 February 2019 – Sunday

DAY 13: 18 February 2019 - Monday Scheduled client for events. Found coverage of CDK Global Family Day. Tran scripted the CDK Global Family Day interview with the Head of CDK by the Media Personnel. Started searching for content for Wikipedia page of IIL (Indian Immunological Limited)

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DAY 14: 19 February 2019 – Tuesday – Scheduled events, drafted mails and contacted organizers for clients. Contacted Perfect Relations branches for CYENT media coverage.

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DAY 15: 20 February 2019 – Wednesday Reading News Papers and also was involved in these activities: • • • • •

Collected Media coverage on client’s event Collected the century mattress coverage in print media for upcoming sleep day. Working on Wikipedia page of IIL (Indian Immunologicals Limited) Finalizing on changes to me made on IIL Researching on media coverage of IIL

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DAY 16 :21 February 2019 – Thursday • • • • •

Reading news papers Was a Part of the Interaction between Human Capital Magazine Editor Ajay with Shruti Journalist Interviewing Shrini CHRO Global. Listened to the Audio of the interaction and made a transcript for the Human Capital Magazine. Organized a press conference for Bio Asia 2019 as an invite to media. Maintaining Media Record and sending press release to the media after conference.

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DAY17:22 February 2019 – Friday • •

Organizing a press conference for Bio Asia 2019 as an invite to media. Maintaining Media Record and sending press release to the media after conference.

The below dignitaries would address the media and share the details on the 16th Edition of BioAsia 2019 - Asia’s largest Biotechnology and Life-sciences forum to be held in Hyderabad between Feb 25 – 27th. • • • • •

Mr. Jayesh Ranjan, Prin. Sect - Industries & Commerce & IT, Govt of Telangana Mr. K Satish Reddy, Chairman, Dr. Reddy's Laboratories Mr. Suresh Chukkapalli, Honorary Consul General, Republic of Korea (Hyderabad) Dr. Srivari Chandrasekhar, Director, CSIR-IICT Mr. Shakthi Nagappan, CEO – BioAsia

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DAY 18: 23 February 2019 – Saturday : Finding coverage of press conference held on 22 and visited Novotel HICC for arrangements of BioAsia 2019

DAY 19: 24 February 2019 - Sunday

DAY 20: 25 February 2019 – Monday -(Bio Asia Day 1) • • • •

Attended to the First Day of Bio Asia Event Maintaining Media Record Recording the Bio Asia Event Speaker note Sending the press releases to the media

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DAY 21: 26 February 2019 – Tuesday - (Bio Asia Day 2) • • • • • •

Collecting the media coverage for the day 1 of the event Maintaining Media Record Attending the CEO Conclave session in the event KTR and Subramanyam Session and Making a transcript of it for press release. Also being a part of other sessions in the event and making bullet points

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DAY 22: 27 February 2019 – Wednesday - (Bio Asia Day 3) • • • • •

Collected the media coverage for day 2 event Attending the sessions in the event Recording it and making the transcript Also interacting with Media people regarding the event and the coverage Sending the press release to the media and maintaining the media record

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DAY 23 :28 February 2019 – Thursday - Reading News papers • • • •

Collected the Media coverage of day 3 event Contacting the startup awardees of the event to schedule the interview with the journalist of Deccan Chronicle Searching for online media coverage of Bio Asia 2019 Collecting the client media coverage from Indian Media Monitor for olectra.

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DAY 24: 01 March 2019 Friday •

Downloading the Media coverage of Client Century Mattresses from December to February to make a client report.

DAY 25: 02 March 2019 Saturday • • •

Read Newspapers Downloaded Bio Asia 2019 online coverage Made Transcript for client UAV-Army 200 systems interview with a journalist for Media

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DAY 26: 03 March 2019 Sunday

DAY 27: 04th March 2019 Monday Downloaded coverage and Made a report of centaury Mattress from the month of December to March 04th Made complete Report of Bio Asia 2019 Print, Online and PR News wire Nationally.

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DAY 28: 05th March 2019 Tuesday • • •

Taking print outs of the Coverage downloaded from IMM Downloading the Media coverage of Client Tata Projects from December to February for client and office records. Making an Excel of all the PR Wires covering the coverage report

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DAY 29: 06 March 2019 Wednesday • •

Downloading the Media coverage of Client Bio Asia 2019 from December to February for client and office records Writing press release of Tata projects from Hindi to English

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DAY 30: 07th March 2019 Thursday • • •

Attended/ the Inauguration of 40 electric buses in Hyderabad by client olectra Maintaining the media record day by day for future reference. Sent the Press Releases written for various clients.

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DAY 31 :08th March 2019 Friday

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Reworked on the Press Releases and made the required changes for the better understanding. Read Newspapers and started to differentiate the vocal points in the News Articles written by different news agencies. Searched for Women’s Day special articles and columns in Newspapers

DAY 32: 09th March 2019 Saturday • • •

Working on news articles for the Clients Finding the event details and contact and scheduling client as a Speaker and Mailing them. Went on Media Rounds to Media Houses

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DAY 33: 10th March 2019 Sunday

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DAY 34: 11 March 2019 Monday • •

Making Questionnaire for the Cyient Client and journalist from Delhi for Human Capital to arrange a Interaction Worked on Events happening from March 2019 to February 2020

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DAY 35: 12 March 2019 Tuesday • •

Finding clients coverage of Heartfulness- Daaji in Economic Times Nationally. Contacting all the Perfect Relations Branches to mail the Hardcopy of the coverage

DAY 36: 13 March 2019 Wednesday Taking Print outs of Bio Asia 2019 Media Coverage Of Print, PR News wire and online and making a report for office Record and Client Records.

DAY 37: 14 March 2019 Thursday Downloading all the files of Cyient from the month of December to March for client Record and making an Excel file for records

DAY 38: 15th March 2019 Friday Leave for Farewell

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DAY 39: 16 March 2019 Saturday: Worked on Media Coverage and made records. Went on Media round to The Hindu, Times Of India for CDK Interview.

DAY 40: 17 March 2019 Sunday

DAY 41: 18 March 2019 Monday Checking for more coverage of olectra and making a complete file and sending to client from the month of December to March. Making record of further uploads on Indian Media Monitor and Updating the coverage files

DAY 42: 19 March 2019 Tuesday Making Transcript for CDK Client for Interaction held between CEO Rajeev and Journalist Aparna from Delhi

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DAY 43: 20 March 2019 Wednesday Handing over all the documents and records to Image executives for their respective clients Holi celebration in office

DAY 44: 21-March-2019- Holi Holiday

DAY 45: 22th March 2019 Friday • • • • •

The last day of the My Internship Mailed all the documents to the respective image executive and Manager Did written Translation from Hindi to English Updated Olectra Coverage and searched for YouTube links for coverage. Farewell celebrations- Went to Kesari Movie

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EXPERIENCE My internship at the Perfect Relations started in the month of February 2019 and lasted for a period of 45 days. During my internship I had the opportunity to learn and explore in different areas of Public Relations. In Perfect Relations, I was majorly involved in the areas like Press Releases and Newspaper Reading. Early days I was learning and finding out the way how one newspaper agency write the news articles different from other newspaper agency. I was expected to apply my knowledge of PR to write press releases, make corrections in news articles, and write new articles based on the client’s request. Head of Perfect Relations Hyderabad, Mr. Vishal Thapa would brief me regularly with a report that was being worked on and assign me to a specific task. That’s where I would work on it until completion. Client report writing, transcription, press releases, attending the events, capturing the information, were some of the tasks that I was involved during my internship. The duration of each activity would have ranged from an hour to a few days. Events would go on till a week from capturing the event information to writing the press releases and reports. As an intern, I was given utmost respect and had a nice rapport with the co-workers.

How did this prepare you for next professional endeavor? This experience helped me in a number of ways from office etiquette, to working with deadlines, to gaining knowledge from hands on training. I have learned how a PR firm would operate, who does what, and how to network with the different departments. In the future I will be well prepared to embrace deadlines and make sure that I'm applying myself in the best manner to complete the project. Lastly, the most valuable experience has been the hands-on experience on the topics that I have learned in college during PR classes.

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