In fact, these are wonderful times that we live in. I prefer to call this the disruptive era, a time when almost anything, anyone (and not to mention, any country) can disrupt even centuries-old concepts, beliefs, and businesses. An age where the old easily gives way to the new, an age when anything is possible!

This era has also seen a resurgence of some old business concepts, such as public relations, which have been reinvented and taken a prominent central place in all other businesses. Until a few years ago, it was rare to find someone who understood public relations, and today, although many understand it, not everyone who does uses public relations to do what they are supposed to do, that is, build brands. Reputation is the most basic building block of branding, and public relations is arguably one of the most trusted tools for reputation building, making it indispensable for brand building in today’s disruptive age.

For PR practitioners in India, 2006 will be considered a milestone. It is the year that public relations accelerated and, as a result, became more visible as well. By stealing some attention from their older cousin’s publicity, PR professionals must surely be grinning with glee knowing that their time has come and now is the time to bask in the sun.

Those who chose public relations as a career are already reaping the benefits of their choice, although the rapid growth of the industry has another effect that is not entirely productive or harmonious with growth; it has created a huge demand for good personal quality. This gap between supply and demand is pushing the provision of services to new companies to the limit, and it is no longer unthinkable that a professional in this field is offered double the salary for a job change. Almost everyone, placement consultants, professionals, and public relations firms are listening to pleasant music from the sound of cash registers.

The growth of this sector is also evident from the sudden globalization of the business. Almost all of the world’s public relations giants have already settled in India or are actively considering it. In fact, India will be a defining part of the growth strategies of even the big five agencies. Consolidation is another strong indicator. Like the advertising deals of the 1980s, there is a fervent race for international PR agencies to consolidate their position in India. The signs of acquisitions, mergers and acquisitions are already very visible. I personally know at least 5-6 of the high growth agencies in India (including ourselves) that are evaluating potential partnerships. The knocking on the door doesn’t seem to stop!

Two questions come up pretty quick after reading the above. One, where does this business come from? And secondly, will this last?

One of the critical and seemingly contradictory factors responsible for this sudden growth spurt is the fact that due to a growing tendency to merge differentiations. Brands are feeling the pressure of the lack of a distinctive personality. In a world where the options are many, all stakeholders are looking for a perfect match for their needs. A world full of clones will hardly represent options, or will be interesting, fun or productive.

Let us consider established that the distinctive character of the brand (as we will call it here), is a central engine for the existence and evolution of a brand. Also consider that you established that public relations is the most innate driver of this “distinctiveness.” If both are true, what will be the answer to the question: “Will this phenomenon last?”

There are two parts to this answer. The first part is generic and almost philosophical, one that says that nothing lasts forever. This trend is cyclical and we are all happy to be riding the wave. But, if you get more specific and ask the question, will this industry outperform others and witness a boom in the next two decades? ‘Certainly’ would be my answer without hesitation.

The reasons: First, trust in the brand is essential. Without trust in the brand, there will be no brand. Second, distinctiveness is as basic to a brand’s survival and growth as air to breathe and water to quench thirst. Distinction is the unique “me” of a brand and therefore an essential element in meeting growing consumer demands. Added to this is the fact that customer demands are inversely proportional to customer loyalty. So unless the brands have an aura of uniqueness, it will be difficult for any consumer to identify with the brand.

If you reread the previous paragraph, you will see that public relations is the only communication tool that can help you achieve both effectively. Building credibility and trust in the organization, brand or individual are innate goals that are met in any public relations campaign. Creating a distinctive identity is the creative design of the campaign that gives relevance to the PR deliverables.

The field of public relations is already growing at a dizzying rate and we can only hope it will accelerate in the coming years. But, of course, the industry will need to innovate to respond to critical demands for accountability, transparency, and relevance. Public relations has become an essential nutrient for the growth of any business, regardless of industry, and professionals must ensure that they do everything possible to maintain credibility in their industry.

An anonymous quote that aptly sums up the way the PR industry is moving can be found in “Yesterday we were learning and still meeting; today we run to race against the storm, tomorrow we will fly and find the wind under our wings.” – Anon