Creativity alone helps organisations succeed: Communication Professional

The Department of Public Relations (DPR), Panjab University and Chandigarh Chapter of Public Relations Council of India (PRCI) organised an interactive session with Mr Pushpinder Singh, the founder and Director of one of India’s leading advertising agencies, Saints and Warriors, Mumbai, here today.

Addressing the public relations and advertising professionals, Pushpinder Singh said that creativity is the key to profitability of any business, though they are no more than 1 percent of such agencies in the country engaged in creative work.

Though digital agencies have mushroomed in the country, hardly anyone is making profits except those engaged in digital media buying.

Responding to the question of future of Indian print media vis-à-vis advent of digital media, Pushpinder said that print media would survive in the country only because of huge niches and pockets of markets available for the print media to reach out, where vernacular media has succeeded.

The digital versions of newspapers have cropped up though none has any robust revenue model in place, which would continue to exist with the printed versions, he added.

CJ Singh, National Executive Vice President of PRCI underlined the need for result-oriented communication approach and strategies to benefit the stakeholders that any organisation intends to reach.

Renuka B. Salwan, Director Public Relations, and Vice Chairperson of Northern Region of PRCI, provided an overview of the PRCI in upgrading the skills of the PR professionals, and presented vote of thanks to the guest speaker.