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Tier 2, 3 cities will be new focus of growth for PR industry: PRCAI

The industry is witnessing a tremendous spurt in recruitment. Skill improvement is focal point of training for most companies

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Tier 2, 3 cities will be new focus of growth for PR industry: PRCAI

The industry is witnessing a tremendous spurt in recruitment. Skill improvement is focal point of training for most companies

BestMediaInfo Bureau | Mumbai | September 26, 2011

publive-imageThe Public Relations Consultants Association of India (PRCAI), in its first-ever report on the PR consultancy industry, has reported a positive business outlook for the industry in 2011. More than half the PR industry expects an achievement of 15-20 per cent revenue growth, despite a majority of respondents being conservative with their revenue forecast indicating an underlying degree of competition and uncertainty of retaining existing clients.

The report outlines that with economic growth becoming broad-based, tier II & tier III cities will become relevant for most PR firms in India. In fact, nearly 55 per cent of the respondents acknowledged hinterland as an important area of growth in terms of business in the selected categories of premium products

Sharif D Rangnekar, President, PRCAI, said, ”While industry is looking towards expanding horizons, PR firms in India are finding it difficult to fill vacant positions despite the recovery in job markets due to a talent mismatch and lack of requisite skill-sets. Nearly 80 per cent people believe that the Indian education system is not geared up to cater to the PR industry needs.”

“The hiring mood has been positive and showed an upward trend for the PR sector. The industry is witnessing a tremendous spurt in recruitment. Nearly 30 per cent respondents had been thinking of giving salary hikes in the range of 20-30 per cent,” added Rangnekar.

Improving the writing skills of PR executives is the focal point of training for most companies. Basics like meeting client's expectation and increasing efficiency come second. Talent management has emerged as the biggest impediment towards growth of the PR industry.

Traditional media continues to play a major role in overall account planning. More than 90 per cent executives who were surveyed still prefer newspapers over the web. However, 98 per cent of people feel that social media will grow the most this year. Absence of gatekeeper in the form of editorial, lack of trustworthiness and a democratic set up that does not provide a greater degree of control in the social media in the Indian domain so far.

PRCAI is a trade association set up in 2001 representing India's public relations consultancy sector while providing a forum for government, public bodies, industry associations, trade and others to confer with PR consultants as a body.

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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