1) It doesn’t pay to adorn office walls with Corporate Values. The best PR is done when corporates validate them in deed and action in all business dealings
2) ‘Do good, Be seen as doing good & Be known for doing good’ are the three basic logical steps of PR. Good Corporate Communications is a concave mirror image. Stakeholders should be our centre and our efforts should be focused on their good. The moment we lose focus, as when the object is placed between the mirror and focus, the image, though magnified, becomes virtual and cannot be captured (on a screen) in their hearts.
3) Corporates should value PR more than advertising as PR creates goodwill and positive real image; consider an analogy of the age old body-building practice of putting in years of regular laborious exercise, weight-lifting and gym workouts to develop a strong manly body. One is transient, like a whiff of air vanishing with time. The other is sustained, like the muscular build of body builders which looks sculpted and lasts them a lifetime when maintained.
Author, Ullhas B Kulkarni, Head–Corporate Communications, Kohinoor Group