More often than not, an idea or news item usually fails to garner sufficient support courtesy inept management of rich content. Sourcing knowledge requires fundamental calibration based on quality and quantity of receptiveness and the method deployed to enable so. Posting information should comply with the crucial necessity to reach the right audience at the opportune moment to collude with ongoing related events to leave a lasting impression. The human mind memorizes information through associations be it smell, touch or an idea. The skill in Public Relations lies in tapping that innate human quality. It is not magic. It is strategy, which feels a lot like being emotionally connected. Clients advertising merchandise or maintaining public image often seek immediate results, whereas a sound planned approach can hone crisis management skills and cushion future blows, leaving ample room for trial and error in a company’s shifting policies. For instance, progressive PR schemes over a period of time can leave lasting impressions on the public and help tackle isolated incidents of bad press. This will boost the public’s trust in a brand and elevate its value in the market. While this may seem like a time consuming process, the returns are heavy and loaded with benefits. The newly emerging middle class with its purchasing power parity has adopted a broader definition of responsible consumption, wherein a company’s holistic approach towards welfare of society, economy, ecology and people in general guides their habits. In such a situation with easy access to the developer, manufacturer etc., even new competitors have a say in the market owing largely due to the groundwork laid by them, in tandem with public sentiment. The recent wave of new players in India in clothing brands, cellphone manufacturers, on-line shopping portals have built their base after careful study of public needs and generalising their media relations to cater to a large chunk of the public, as opposed to luxury brands that were limiting the choice of this economically stable section. The media and image management of such a style of growth has tactfully pushed the missing ideal to the front and brandished the need to innovate for computable Public Relations.
