Public relations have been widely used by Indian brands, organizations and celebrities for decades. Yet, they would rather not explicitly disclose their use of PR to create a desirable image of themselves for the general public. Perhaps, because that would imply that brands’ positive images are only partially true. Has public relations in India always been received with scepticism?

Public relations in India initially emerged as a tool of philanthropy. In the towns that big brands and organizations would set up their work places, they would also provide additional resources such as housing, water and electricity. These services would be undertaken along with obvious social cultural and economic development for communities. Some believe that a systematic practice of public relations in India began with the inauguration of the Indian Railways. When the authorities realised that the use of railways solely for transportation of goods was proving to be expensive, they found passenger traffic to be the best solution to overcome these extra costs. This led to promotional messages for railway as a mode of transportation.

Post-independence, the Government of India set up a Ministry of Information and Broadcasting to disseminate information about the several programs undertaken by them for the general public. But successive governments at state and central levels have used public relations to maintain their reputation. But luckily for our robust democratic economy, our media systems have taken up the roll of watchdogs to question every piece of information that is passed on to the public.

The public relations industry gained momentum in the 70s after the establishment of the Public Relations Society in India (PRSI). The emergence of multi-national corporations and the opportunities for foreign direct investments increased especially in the early 90s. This led to the market suddenly turning competitive. This being said, companies deemed it increasingly necessary to work on building their reputation to expand their markets, thus resulting in the proliferation of public relations in India. The sector was increasingly seen as a launchpad for brand building, awareness and crisis communication. They would be employed by global corporate organizations for providing them with a hang of the situation, strategies to get through public recognized issues, using advocacy for influencing legislation, and respond to criticism against the globalization of India that happened to be prominent at the time.

Speaking of the current state, it is not unknown that most people use public relations in India. However, their tools, tactics and techniques are often distinctive. For instance, private and multinational corporations use the techniques of advocacy and lobbying. Whereas, public sector organizations use a standard mix of multiple media platforms. The government’s PR is often propagandist in nature. Whereas, the non-governmental organizations’ sector use fund-raising. PR firms have advanced beyond just the use of print or media and have learned to employ a combination of tactics to achieve their goal. Therefore, public relations is a flourishing profession in India. The sector has employed thousands and has encouraged creativity among professionals. It not only nurtures professionalism but appreciates the need for companies to communicate with their target audience efficiently and increasing their brand presence.