Post on 16-Jan-2015
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The Clea Group of Companies is a Rs. 1 billion (Rs. 100 crore) entity that offers a plethora of services ranging from Public Relations, Media Relations and Dissemination, Film Production, Marketing Consultancy, Celebrity PR, Visual Communication & Design, Brand Custodial Services and Market Research. With offices in 33 cities across the country and employing over 260 experts, the Clea Group is quintessentially a highly dynamic and expert organisation that can handle the communication needs of any corporate, brand or individual.
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Elements of Communication
SENDER RECEIVEREncoding
Feedback
Message
Media
Noise
Decoding
Response
DISTORTION
DISTORTIONDISTORTION
DISTORTION
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In other people’s minds…
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We are the result of all the previous pictures that we
have painted for ourselves….
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But don’t forget...
Every artist was at first an amateur.
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…and you can always
paint new pictures.
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ARE YOU PAINTING THE RIGHT PICTURES?
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PPerception is erception is RReality eality
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Personally,
I like strawberries & cream...
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But, for some strange reason,
fish prefer worms !
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So when I go fishing,
I don’t think about what I want...
I think about what they want !
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Public Relations At home...
At work…At play…
Are you giving them what they want?
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The manner in which we handle people can take them
in one of three directions.
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TOWARDS US
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AWAY FROM US
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Or...
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AGAINST AGAINST USUS
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Our task is to ensure that they not only come towards us but more importantly that they keep coming towards us over & over
again.
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The key lies in
Effective Public Relations
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There are no strangers in this
world,Only friends waiting to
be met.
The Personal PR Mantra.
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THERE ARE NO STRANGERSIN THIS WORLD...
HusbandFriends
Peers
Clients
Suppliers
Bosses
Subordinates
Wife
Father Mother
Son
Daughter
Media
BusinessPartners
Govt.
GeneralPublic
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ONLY FRIENDS WAITING TO BE MET
MEDIAMohan, Anita,...
COLLEAGUESPeter, Deepa,...
SUPPLIERSHarish, Martin,...
FRIENDSSanjay, Annie,...
CLIENTSSunita, Jimmy,...
FAMILYNisha, Nikhil,...
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WHY HAS PUBLIC RELATIONS BECOME
SO IMPORTANT ALL OF A SUDDEN ?
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Information Overload
• Media Explosion
• Telecommunications
• Internet/ Intranet
• Computers
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Time Crunch
Cut Throat Competition
It’s not enough to be efficientIt is equally important to be
perceived so !!!
….Survival of the PR savviest
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There are little eyes upon you,
And they’re watching night and day.
There are little ears that quickly take in every word you say
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There are little hands all eager
to do anything you do
And a little boy who’s dreaming
of the day he’ll be like you
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You’re the little fellow’s idol,
You are the wisest of the wise
In his little mind about you
no suspicions ever rise
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You are setting an example
every day in all you do;
for the little boy who’s waiting
to grow up to be like YOU
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MAKING THE RIGHT DECISIONS
DE
CIS
ION
- V
AL
UE
INFORMATION
InformationGatheringThreshold
Inverse relationship between Quantum of information and quality of decision making.
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ExcessInformation
Key Messages
PUBLIC RELATIONS
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Public Relations is the art of being street smart ...
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MOMENTS OF TRUTH
… EVERY DAY
… IN EVERY THOUGHT
… IN EVERY ACTION
IN EVERY INTERACTION
WITH EVERYONE
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Whichever way you look at it
your Personal Route to success
depends on...
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PIGSIFSSOCAAPHMOTIPSEHA
Or to put it another way...
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PIGSPersonal Information Gathering Systems
“God gives every bird his worm,
but he does not throw it into the nest”
- old Swedish proverb
“It is better to be approximately right
than precisely wrong”
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IFSInformation Filtering Systems
“Information is pretty thin stuff
unless mixed with experience.”
Other men see things as they are and ask, ‘why?’
I see things that never were and ask, ‘why not?’
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SOCSkills Of Communication
Ability to listen
Verbal communication
Written communication
Body language
Multi lingual abilities
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AAPHAppearance And Personal Hygiene
To act right…
you have to look right…
and feel right
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MOTMoments Of Truth
Consciousness
Realising the importance of each interaction
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IPSInter-Personal Skills
Games People Play
I’m OK you’re OK
Think Win-Win
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EEmpathy
The things you learn in maturity aren’t simple things such as acquiring
information and skills…
You learn not to burn up energy in anxiety.
You discover how to manage your tensions
You learn that self-pity and resentment are among the most toxic of drugs.
You learn that the world loves talent but rewards character.
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EEmpathy
You come to understand that most people are neither for you nor against you… they are thinking about themselves.
You learn that no matter how hard you try to please…
Some people in this world are not going to love you.
A LESSON THAT AT FIRST IS TROUBLING AND THEN REALLY QUITE RELAXING.
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HHumour
A joke and a truth are not mutually exclusive. The best jokes are true, and
the best truths are jokes.
Read a joke a day...
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AAttitude
Patience
“In the confrontation between the stream and the rock, the stream always wins - not through
strength but by perseverance”
Desire to excel
How does one become a Butterfly?
You must want to fly so much...
That you are willing to give up being a caterpillar.
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AAttitudeDemeanour
“One filled with joy preaches
without preaching” - Mother Teresa
Warmth and Friendliness
Confidence
The difference between RUNNING a relationship and RUiNING one is….
“I”
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Techno Savviness
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MY FATHER WHEN I WAS…
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4 YEARS OLD
“My Daddy can do anything”
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6 YEARS OLD
“My Dad is smarter than your dad”
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8 YEARS OLD
“My Dad doesn’t know exactly everything”
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12 YEARS OLD
“Oh, well, naturally Father doesn’t know anything about
that. He is too old to remember
his childhood”
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21 YEARS OLD
“Him? My Lord, he’s hopelesslyout-of-date.”
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30 YEARS OLD
“Maybe we should ask dad whathe thinks. After all he’s had a lot
of experience.”
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35 YEARS OLD
“I’m not doing a single thinguntil I talk to Dad.”
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40 YEARS OLD
“I wonder how Dad would have handled it. He was so wise
and had a worldof experience.”
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50 YEARS OLD
“I’d give anything if dad were here now so I could talk this
over with him. Too bad I didn’t appreciate how smart he was. I could have learned a lot from
him.”
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Remember...
ThereThere are no strangers are no strangers in this world,in this world,
Only friends waiting to Only friends waiting to be met.be met.
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PR IN THE
SERVICE INDUSTRY
THE CUSTOMER ORIENTATION COUNTDOWN !!!
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1010Appearance and Personality
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99 Knowledge
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88Empathy
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77Cou
rteo
usne
ss
Courtesy manifests in the manner of response to a customer’s problem and tolerance with his or her mood swings.
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66Problem Redressal Procedure
This refers to the amount of red-tape a customer has to go through to get his problem solved.
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55Value Addition
The perception that pertains to getting more from the company or brand than what was expected originally.
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44 Personal Touch
The ability of the company to make each customer feel special and more important than the others.
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33Telephone Response
The more helpful the person on the line, the better the customer loyalty and perception.
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22Keeping-In-Touch
This implies how many times the company representative calls on the customer or corresponds with him.
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11TURNAROUND TIME
The time taken to respond to a customer’s problem and actually rectify it.
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A satisfied customer patronises us directly and indirectly.
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You can lose him-by a thoughtless word or act.
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And losing a customer is doubly dangerous
As...
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When he goes he does not go alone ...He likes company....
He takes other customers away … Potential, if not
existing.
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When customers are unhappy, five things can happen...
Customer suffers in silence
Customer takes business elsewhere
Customer complains to friends and neighbours
Customer talks to third parties
CUSTOMER TALKS TO THE COMPANY
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And four of them are bad!
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Of these possible outcomes only the last is positive.
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Research shows that 60 to 70 per cent of customers who complain would do business again if their problems were
resolved !!!
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SO…
ARE YOU LISTENING TO YOUR CUSTOMER ?
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Knock, Knock?
Who’s there?
Opportunity
Opportunity, Can’t be!
Why?
Opportunity only knocks once.
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Expected Level of Service
Delivered Level of Service 1
Delivered Level of Service 2
CUSTOMER DELIGHTThe Opportunity Of The Future
Exp
ecta
tion
Service over time
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SERVICE IMPROVEMENT PROCESS
Service Issue Identified ?
Obtain Customer Feedback
Standard in Place ?
Standard being met ?
NONO
Define and ImplementDefine and Implement
Examine ProcessExamine Process
Examine and Align Standard with Examine and Align Standard with Customer RequirementsCustomer Requirements
NONO
NONO
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So Friends...
The Personal PR MantraThere are no strangers in
this world,Only friends waiting to be met.
The Professional PR MantraThe Practice
of Customer Delight.
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THE CHOICE IS YOURS...
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Otherwise…
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Pouring out his troubles to an acquaintance after a couple of
drinks a young man said,
“ I hate to admit it, but I don’t know how to make my wife
happy.”
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The Newfound Friend Replied “There is really nothing to it, let me give you
some advice. At bedtime switch on a romantic CD, dim the lights and splash some of your best aftershave. Next, tell your wife to get into her sheerest negligee, then make sure you raise the bottom window.”
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“ Then what do I do ? ” asked the young man.
“Just whistle”
“Whistle????”
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“That's right. I’ll be waiting outside the window. When I hear your whistle, I’ll come right up and take care of the rest.”
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Friends ...
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If you don’t Satisfy your customer,then someone else will.
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DIFFICULT AS ALL THIS MAY SEEM TO IMPLEMENT...
TODAY … IS THE TOMORROW...
YOU WERE AFRAID OF... YESTERDAY
Strange isn't it..
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The Quintessential PR Professional
as defined byRudyard Kipling
(Most of it anyway…)
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If you can keep your head when all about you are losing theirs and
blaming it on youIf you can trust yourself when all
men(including your own colleagues and friends) doubt you & make allowances for their doubting
too
If you can wait & not be tired by waiting
Or being lied to (by your suppliers), don’t deal in lies
Or being hated (as the competition does) don’t give way to hating
& yet, don’t look too good (but dress well) or talk too wise
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If you can dream & not make dreams your master (or mistress)
If you can think & not make thoughts your aim
If you can meet with triumph & disaster And treat those two impostors just the
same
If you can bear to hear the truth you have spoken
Twisted by knaves ( those so-called friends and colleagues
we all have ) to make a trap for fools (uninformed management)
Or watch the things you've given your life to broken
And stoop & build em with worn out tools
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If you can make one heap of all your winnings
And risk it on one turn of pitch & toss
(but remember gambling is a vice)
And lose, and start again at the beginning
And never breathe a word about your loss
(that would be really really tough)
If you can force your heart, nerve & sinew
To serve your turn long after they are gone
And so hold on when there’s nothing in you
Except the Will that says to them ‘Hold On’
(Corporate health check ups - I hope your management is listening)
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If you can talk with crowds and keep your virtue Or walk with MDs nor
lose the common touchIf neither foes nor loving friends can
hurt youIf all men count with you, but none
too much(Don’t play games in office)
If you can fill the unforgiving minute With 60 seconds worth of distance
runThen yours is the Earth & all that’s in
it And what is more ‘You’ll Be PR
Savvy’, My Son.
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THANK YOUTHANK YOU
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Vinod G. Nair, Vinod G. Nair, Managing Director, Managing Director,
Clea Public Relations IndiaClea Public Relations Indiawww.cleapublicrelations.comMobile - +91-0-98678-00008Mobile - +91-0-98678-00008
Work - +91-22-40166800Work - +91-22-40166800Email – Email –
vinodgnair@cleapublicrelations.com