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Tag: Deeptie Sethi

  • PRCAI introduces an industry-first story telling convention

    PRCAI introduces an industry-first story telling convention

    The Public Relations Consultants Association of India (PRCAI) will host the inaugural edition of PRana 2024: Shaping the Story of India on 4 September 2024 at The Leela, Chanakya Puri, New Delhi, inviting 20 key opinion leaders, 100 plus C-suite leaders and top communicators to co-create the new narrative of the nation, as India marches towards the centennial independence celebrations in 2047. The convention underscores the critical importance of compelling narratives for inspiring change, fostering innovation, and contributing to the country’s growth.

    The public relations industry is witnessing continued growth and upward trajectory, estimated at Rs 2500 crores in FY 2023, registering double digit growth year-on-year and employing more than 14,000 people in the organized sector. The industry is gaining increased recognition by CEO and C-Suite community. According to SPRINT 2023, the private sector, startup economy, and unicorns are fuelling PR industry’s growth, the C-suite is increasingly recognizing PR and communications as a driving function rather than just an enabler. Eight out of 10 respondents said that India Inc. leadership is working closely with their corporate communications team to devise strategies for brand communication, while 80 per cent of corporate communications head report directly to the CEOs.

    “PRana 2024 is a movement aimed at harnessing the power of aspirational narratives to drive our nation’s progress with two significant stakeholders –  business leaders and reputation custodians. I am certain that the insights shared amongst these stakeholders will not only shape the future of public relations in India but will also contribute to the global discourse on reputation management and storytelling.” said PRCAI CEO Deeptie Sethi.

    “From our ancient epics to modern narratives of innovation, India has always been the land of storytelling. As we approach India@100, there could be no better way for the PR industry to celebrate our rich heritage and aspirational future. PRana 2024 is more than just an initiative; it’s a celebration of storytelling, our thriving tradition on a global stage. Well-crafted narratives can inspire change, transform mindsets, and drive meaningful change, and this is the power of strategic communication that we will harness through PRana 2024. As our industry continues to grow and gain strategic importance across sectors, we look forward to crafting compelling narratives that will resonate with our global ambitions,” said PRCAI VP Kunal Kishore.

    Inspired by the global trend of shorter speeches which are gaining popularity reflects how people consume information in today’s fast-paced world, the convention introduced a brand-new speech format called ‘300Wise’, where speakers will deliver concise, high-impact visionary speeches in five minutes. Influential key opinion leaders will share their vision for India@100 at the public relations convention themed PRana 2024: Shaping the Story of India centred around how powerful ideas can positively impact four pivotal pillars of reputation centred around Leadership and Vision, Emotional Quotient, Country Economics and Social Elevation. Business leaders including Nadir Godrej, Chairman & MD of Godrej Industries, Ritesh Agarwal, CEO & Founder of OYO Rooms, Ashish Kumar Chauhan, MD & CEO of the National Stock Exchange of India (NSE), Bhairavi Jani, Chairperson of SCA Group of Companies; Captain Indraani Singh, Founder of Literacy India; Chhavi Rajawat, First MBA Sarpanch, Devdutt Pattanaik, Author, Guneet Monga, Academy Award-Winning Filmmaker, Kapil Sibal, Lawyer & Politician, Vineet Nayar, Founder of Sampark Foundation, Licypriya Kangujam, Climate Activist, Manish Sharma, Chairman of Panasonic Life Solutions India and South Asia; and Supriya Paul, Co-Founder and CEO of Josh Talks amongst others. Each track will be facilitated by notable guests from the media to help co-curate the India narrative.

    During the story convention, PRCAI will unveil a whitepaper ‘IndiaKiAshaa’ sharing India’s hopes and aspirations. The whitepaper will outline what India can achieve in the next five years which will positively impact it’s brand reputation. The insights shared are culled from over 185,000 responses from 40,000 plus unique citizens located in 394 districts of India. The research is focused on key areas such as sustainability, geopolitical influence, infrastructure, healthcare, ease of living in cities, growth and prosperity, quality education, skilling, technology and innovation and communications, giving a perspective of evolving national narrative of India’s progress and its future trajectory. 

  • PRCAI’s Deeptie Sethi emphasises PR industry’s need to upskill

    PRCAI’s Deeptie Sethi emphasises PR industry’s need to upskill

    NEW DELHI: The PR and communications industry is doing very well thank you. That’s the view of The Public Relations Consultants Association of India (PRCAI) CEO Deeptie Sethi. The former Ford India communications boss who was brought into lead the professional organisation after stints in the US expects the spin doctoring business to grow at a healthy 12 percent year on year and she estimates it to cross Rs 2,000 crore in the not too distant future.

    “It has been growing  rapidly and is almost back to pre-pandemic levels,”  she says with a big smile.

    Sethi has brought in a new drive into the PRCAI, organising workshops, training masterclasses, keeping in mind the demands that clients are dishing out in a complex world consisting  of newspapers, whatsapp, digital media print and video outlets, TV channels, social media influencers, bloggers, fake news, podcasters, paid media, earned media, short video platforms  and what have you. 

    “There was a time when all you had to do was draw up the right communications strategy and reach out to ensure print and TV channel journos got the right brand message through the dissemination of releases,” she explains. “But today you have several options and the responsibility of a communication professional has multiplied manifold. There is a high level of penetration of mobiles, and you know, millennials, the way they are absorbing content. Today, we are overloaded with information. Upskilling and sharpening existing skillsets are the order of the day. We listen, we learn, we educate, and we practise.”

    Towards this end, the PRCAI  has conducted a three month programme called ‘Writing Pen Upskilling’ which helps professionals to learn new techniques of writing and helps them visualize a story from the journalist’s and writer’s perspective.   “We had a batch of 41 PR people. Practitioners from 10 consultancies came forward and nominated their people, ” she reveals, adding that another upskilling programme is on the anvil.

    According to her, the manner in which communications messages are being delivered has transformed with digitisation. Currently, the audience consumes messages according to their taste and requirements. And it is quick to voice its opinion and ire against brands to their followers on social media. Hence, crafting the right communications strategy targeting the right audience and tracking its impact is becoming even more challenging.  

    “Performance marketing and influencer marketing are about having the right skills but public relations and communications is all about that trust and authenticity. We have that higher responsibility to make sure we are communicating the right story,” she highlights.

    Sethi cautions that  brands cannot be built in one day. “It is a consistent effort to put the message across to the audience and build credibility in the market. Defining a clear objective is imperative to achieve the right result. The problem is that people are unable to set a clear objective and what they would like to achieve from promotion or marketing.” she explains.

    The industry is focusing on bringing in research-oriented communication expertise and specialisation, which help to identify different trends and customise effective communication strategies.

    “Today, a lot of research is happening in our communication industry, from using data accurately, to learning and improving skills,” Sethi says. “Artificial intelligence, machine learning and automation are all the rage. It is something that agencies, consultancies and  brands are looking to adopt. It is important to figure out where the gaps are and how we can work together and overcome them. Through this the industry is also solving customer’s problems – a skill that is much-needed at this hour.”

    Sethi is optimistic about the growth of the PR and communication industry in 2022. However, she is concerned about the macro challenges that the country is facing currently, with rising inflationary pressures, a weak rupee, and economic uncertainty.

    “If economic slowdown and recession come, budgets will be impacted, thereby, various other things will be affected. We can also be impacted, so we need to be cautious in our approach,” she predicts.

    Wise words from a seasoned veteran.

     

  • PRCAI appoints Deeptie Sethi as its first CEO

    PRCAI appoints Deeptie Sethi as its first CEO

    Mumbai: The homegrown PR professional body Public Relations Consultants Association of India (PRCAI) on Tuesday announced the appointment of Deeptie Sethi as its first CEO in its history of two decades. 

    In this newly created role, Sethi will be working closely with the managing committee to further build on PRCAI’s vision of making the public relations industry more professional, ethical and prosperous, said the statement.

    She will be focused on driving visibility and helping the association in challenging, supporting, and raising standards and also developing strategic partnerships to increase awareness and relevance, it added.

    In this role, she will be effectively leading, developing and shaping the agenda for the public relations community in India.

    “The scope and reach of public relations have seen exponential growth in the last few years. Today, effective communication is integral to every business. These are exciting times for the industry and I am honoured and thrilled to take up this opportunity to build, grow and serve our community. I am equally optimistic about the prospect and look forward to adding value for PRCAI members and the larger communication fraternity,” said Deeptie Sethi on her appointment.

    Sethi has served in leadership communications roles working for MNCs for more than 23 years in India and the US. She has helped businesses leverage the power of public relations and communications leading strategic planning, media relations, brand and reputation management, crisis management and compelling advocacy programs. 

    Announcing the appointment, PRCAI president Atul Sharma shared, “At PRCAI, we believe in leadership that inspires, drives results and encourages our members and communities. We are happy to have Deeptie as the first CEO of PRCAI, as we look forward to expand our footprint, and scale to newer heights. Moreover, as the role of public relations takes centerstage in all facets of business, we are excited to have an experienced communications professional like Deeptie to build the future roadmap for PRCAI.”