Importance of PR amid Covid-19

 PR (Public Relations) is the key to the success of any business. It is one of the most effective ways of communicating your message to your target audience and explaining to them your side of the story. This Covid-19 pandemic has been one of the most devastating crises that the global economy has ever had to suffer. Many countries are under lockdown and those that aren’t, are still abiding by strict social distancing guidelines. During such a time, it has become very challenging for organizations to conduct their business. This is why, now more than ever, the organizations need to effectively communicate with our customers and reassure them that they are still around and still working through the issues.

Maintaining the old, loyal customer base is often more important than scouting for new customers. People who have grown used to your products and services find it easier to reach out to your than to look for new alternatives. This is where the PR firms in Delhi and other metro cities of the country come into play. The PR organization can spread the message about your organizations to quell any doubts that your clients or customers may have in their mind.

For instance, if you are a food manufacturer, naturally, it must be difficult for you to conduct business right now because people would be tentative about buying prepared food from outside. But by reaching out to a PR agency, you can spread the message and explain to your clients that you are taking all the necessary precautions to ensure that their food is prepared in a safe and hygienic environment. This will put their doubts to rest and they’d be more likely to buy your product.

Also, since most of the people are cooped up in their homes, there has been a surge in the number of people frequenting the social media websites. This is a great opportunity that you can leverage for your branding. By reaching out to the best social media marketing companies in your area, you can tailor a campaign that would help you generate more leads for your business and eventually those leads would convert into sales.

Imagine someone has been badmouthing about your organization in an effort to tarnish your reputation. You can take help of the PR firms inDelhi and clear any doubts that might be lingering in the minds of your clients and customers by setting the facts straight.

There are so many benefits of hiring a PR agency in Delhi in other metro cities in the country that we could go on and on, but we believe you get the point.

Four Skills that Make a Translator Professionally Sound and Reliable

Change is the only constant! It is inevitable. New opportunities/routes keep on opening in this contemporary world. The new destination of millennial is to offer language translation services globally. Young entrepreneurs, nowadays, are curious to discover the culture of other geographies in the world apart from high paying jobs. That is why; there is an increase in the setup of many Translation Agencies in Delhi. For instance, a Germanic translator would love to translate Arabic into various other languages of the world such as French, Chinese, Japanese, Korean, and vice versa.

The positive impact of culture shock has ignited a great thirst to step out of their comfort zone, learn something alien and put it to work for earning a huge sum of money. But all these things require hard work, courage, and patience. Let’s skim quickly through top four remarkable qualities you must develop within you to become an exceptional translator.

1.         Command on lesser languages but excellent in it

The life of a translator is an advanced version of a bilingual. You may know the two languages well-enough to speak, talk or write. But if you are a translator in a business capital like Delhi, you should be thorough with all in-outs, of at least two languages. Your job is to grasp one language, understand what’s being said, contemplate all implications and then translate it into the other language without stealing away basic nature of the idea. It means you must master both the languages for a complete semantic translation.

2.         Willingness to walk an extra mile

The job of a translator in a metropolitan city like Delhi can be intimidating if you are afraid of working a little hard. At times, you might encounter peculiar idioms, words, sentences, phrases completely strange to you. For this, you have to dive right into the dictionaries or surf the internet for translation. Therefore, always be prepared for unexpected challenges. Sharpen up your reading, researching, and writing skills. That takes us to point number 3.

3.         Marvelous researcher, reader, writer

If you are a documents translator in a city like Delhi, you are a bit of everything! Become a marvelous researcher, reader, and writer and achieve the mastery in both the languages. Read a lot of books, articles, blogs, research through videos, site-visits, interviews, and write in your journal the summary of everything in both the languages. You should be adept at translation to attract people for choosing you whenever it comes to language translation services.

4.         Performs some extraordinary jobs

At times, you may be required to act as an interpreter. Your proficiency as a translator is measured (not necessarily) by how strongly can you comprehend words from the mouth of the speaker, and interpret the meaning at immediate. Pick any Language Translation Company in Delhi, for instance; you would see that 67% of translators at the expert level are really good at language interpretation. Therefore, be willing to work extra jobs, for this would increase your language translation capabilities and skills.

How to Get Maximum Benefits from Translation Services

To flourish in today’s competitive worldwide commercial centre, trade organizations need to appeal and engage the global audience. In spite of the fact that many people speak in different dialects, the reality remains that most people lean toward purchasing product and services in their local language. Talking with worldwide clients in their dialect consoles them that the company will fulfil their needs efficiently. Savvy businesses know that risking everything on the success of one particular venture will not help them to succeed universally. Hence, they invest a great sum of money on translation services to reach out to the global audience.

In metropolitan cities like Delhi, language translation is the perfect way to gain traction in new markets as well as communities.  A capable translator precisely communicates your message with the same intended meaning to the international audience. Be it the translation of languages like Chinese, Portuguese, French, or Arabic or of residential dialects like Gujarati, Malayalam, or Kannada into English or Hindi, capability in language translation is crucial. However, many businesses are skeptical whether the ultimate foreign version of the text is appropriate for the purpose or not. In order to alleviate this problem, companies should take some points into consideration before assigning a translator.

Rest Assured

The key perspective of making the most out of language translation service is to put your trust in the translator. Keep in mind that a professional translator will put all his mastery to attain your objectives: be that making the content of your company’s essential archives comprehensible so that your foreign clients easily understand them or making your website content convincing in order to increase sell.

Don’t Misunderstand!

The next significant stage after deciding a translation agency that is appropriate for your project is to talk with them about the cost, time and check the average translation rates on the internet. Make sure that the last price is dependent on the length of the text and how much research it needs. It is important to avoid asking the translator for a “free sample,” particularly if it is more than 200 words. If you don’t have critical interpretation prerequisites, it is better to give proper time to the translator for conducting necessary research so that he/she can give you the conceivable deciphered content.

Share necessary information

It is vital to discuss all the information regarding the text with the linguists. Inform them clearly about your target audience so that they use the right terminology to communicate with them. There are translators who offer discounts for large volumes of work or are more negotiable with their payment requirements.

Translation Quality Assessment

In case you are uncertain about the quality of the translated version, it is required to ask a proofreader to look at it. However, editing service is included within the indicated costs of translation agencies. There are chances that the hired editor may just provide you the different version of the same text. Therefore, it is better to ask them frankly about the alterations to make. 

Get multi-lingual to make your website more customer-friendly

The knowledge of English certainly makes a person eligible to communicate with several communities round the globe and be a part of the global workforce. But what most businesses forget is that it is the localized version of their website, products and services that the customers relate more to. The owners might be avoiding the thought of getting localized to get saved from the cost of translation but this is keeping them void of many international customers. Simply put while saving the cost of translation businesses are ending up messing the whole lot of customer opportunities available online.  Even several statistics, with Common Sense Advisory being the most prominent one indicate that around 70% of Internet users prefer reading product descriptions in their native languages before taking any important purchasing decision.

Most of the companies don’t prefer the job of translating into other languages like French, German, Portuguese, and many more as either they are not aware of where to start from or are stuck with deciding the localization project cost. Part of the issue may be that companies don’t know where to start or what a localization project will cost.

Little to invest for a whole lot of better returns

At the very first place, companies don’t prefer spending too much on translation services, but once the investments have been made and the returns start arriving, budget is no more an issue to be restricted on. It is found that a typical investment in translation services generally starts with a budget less than 1 per cent of the total investment made in R&D or marketing. This is surely not a bad deal when stats reveal that localization boosted the revenue of companies much faster than their competitors who were just sticking to the Basic English website.  There is this Israeli e-retailer firm named Under.me that got German language translation of its website, this boosted the customer conversion rate in Germany from 1 percent to 2 percent. The French language translation of the same website raised the customer conversion rate from 0.67 percent to 1 per cent.

Get into researching before starting  

Given the world coming close with the power of Internet and all demanding the content in tehur native language- there’s a definite proof that there’s a great market open for localized websites and collateral.  Several case studies are available in the market to guide the businesses how adequate translations can adequately increase sales in target markets.  But to make translation costs a beneficial investment one needs to be well prepared with some research work which includes finding answers to the questions like where are the target customers? What channels will best connect the business to them? What’s needed to make a significant push across those channels? It’s also important for the companies to have a good knowledge about the annual planning, budgeting and opportunities abroad before embarking on a localization project.

Translate Your Growth in Absolute Harmony

Although it’s not fair, a majority of people in the world earns success from their words rather than works. Your words are your identity as well as your reputation and the most useful constituents of your image. But, when they got distorted due to the communication barriers things go out of your control. Incorrect translation is one of the worst communication barriers that ruthlessly change your message through an inappropriate selection of words. That’s why Translation is one of the most favoured industries by the multinational organisations across the world. As the world is shrinking the domain of translation and interpretation agencies is expanding with the contracted world. BRICS countries are the most potential economic powers of the world where we can find different colours, values and cultures, to support one culture with the other we need to understand their languages and their strategies to achieve their social and economic growth.

Businesses run on the sensibility of entrepreneurs and market sentiments and machine translation lacks both, secondly machine made translation cannot sense the mood of a business counterpart, can't translate the exact business terms and it has no soul which connect one to other. Businesses demands perfection, right anticipation and true interpretation and none can expect these attributes in a translation made by mundane software and this is all possible only by a smart and sensible language expert, from a professional language translator or interpreter.

The world economy is intertwined; even the super economies are dependent on other countries in one way or the other. If the US has the technology, then China manufacturing facilities and India has managers to administer the processes. To achieve their business goals none is ready to embrace a single language for all communication needs, but it is not a problem at all as interpretation and translation agencies are ready to fill this gap. Hence, the growth of world economy lies in the growth of translation/interpretation industry, lest conflict will rule over solidarity.

Be Patient to Reap Full Benefits of PR

PR is the popular buzzword in the marketing world. This comes with the main agenda to generate media attention and to create positive publicity for your brand name. It is surprising that everybody knows that hiring a PR agency is important but still its benefits always remain underreported. PR can reach a large audience and that too at much affordable prices as compared to other publicity methods like advertising.

PR is not something that shows its results immediately rather it is a slow process and you have to be patient so as to reap its full advantages. It is not at all like an advertisement that would create an immediate but temporary effect on the customers. It works slowly and generates long-term impact on the audience. PR agencies work towards improving your public image and try to build the strong relationship with them so that the customer can give you a chance to prove the quality of your brand. It is quite obvious that setting the strong public image is not at all a piece of cake and you have to sit back and relax and wait for final output.

Benefits of PR:

There is no second opinion that PR management services can drive the sale and boost brand value if they are employed correctly. It offers countless benefits to the business and helps them to thrive.

·         Target the market

PR knows when and how to hit the target. They know about your target audience that would prove beneficial in the near future. Working with PR services in Delhi make everything easier as their approach is incredible and commendable. Your PR team has the potential to connect you with the right people and media outlets so that you can grow as early as possible. PR always follows the statement that slow and steady wins the race and thus it does the work so patiently.

·         Create media attention

PR agencies are hired to produce the quality media attention for your brand name. It is good to know that public relation is untouched by skepticism and thus it creates a lot of buzzes and positive publicity for your product. The information they are communicating is served as the most reliable one and would surely leave a great impact on the general public. But, in order to get this benefit, you should be calm and patient and will have to wait for the right time.

·         Create a strong image

Companies generally hire PR agency so as to build a strong image among their targeted audiences. Such an image will benefit you for the long haul of time and enhances your potential growth.

It is often noticed that companies opt for the PR management services but then leave the same due to the time it takes to produce the output. Look, try to understand the difference between PR and advertising first. PR is permanent and thus it takes time to generate the result. This effect will last long and therefore, you will have to wait to reap complete benefits. Use PR services in Delhi, keep some patience and then see the growth in your business. 

Need of PR agencies in growing startup culture

The importance of PR agencies is not at all hidden from anyone and it is beneficial for every sort of business, then whether it is a startup or an established one. No doubt that public relation is an expensive venture, especially for the startups but there is no denying that the results they produce in future would be commendable and appreciating. Enlisting the services of PR for a startup is not at all easy due to its high cost but their need and importance can never be neglected.

Why is PR important for growing startup culture?

For creating media attention

Introduction of the new brand doesn’t make any sense if it would not get appropriate media attention. The competition is extreme and only PR agencies know that how to tackle the same and how to attract media attention to your brand. Look, they can only create attention and rest will be done by the quality of your product. PR agency is a leading mentor for the startups and tells that what exactly is needed for the growth of the same. Media attention is the golden ticket to success and a good public relation agency know how to create the same and that too at the lower price.

It leads to a positive publicity

Startups are always hungry for the positive publicity as this is all that they need.  This positive publicity can make them from supporting actor to the main cast. Needless to mention, that only PR firms can help you out in this tricky situation and can publicize your brand name in a much positive way. Their positive publicity makes the people think about your brand name and they would definitely give you the chance of proving better than others.

PR services in Delhi are sort of strategic partners who help the clients in communicating their ideas with the targeted audience. They very well know that how to sell the idea or how to push the idea without creating any kind of offence. PR management services help you to identify the hooks within your story.

Opens the door of beneficial connections

It is known to everyone that without connections, the startup is nothing but cracking the beneficial contacts can be the daunting task and here the role of PR agency comes into play. Look, a great public relation agency will have a long list of connections and better know that which connection would prove helpful for your startup in the present as well as in future. It will take hard to set up the good relation with the contacts but PR firms will be always there to help you out.

Target the best audience

PR management services are well versed with their work and know what kind of audience is needed to be targeted so as to create a buzz for your brand name. They know how to attract the customers towards your product and how to communicate information effectively. PR services in Delhi are not at all expensive and startups can easily afford the same so as to expand their business.

What SEO is all about?

Have you ever thought when you enter a search query in your search engine, why some websites are on the top and others come later on? What is the process of ranking the websites? It is all because of a powerful web marketing technique called Search Engine Optimization or SEO as it is widely known. SEO helps the search engine to find your site and rank it higher than millions of other sites in response to a search query.

You need to understand one simple fact: Most of the people don’t scroll past the first three or four websites related to their queries. At maximum, they can search a page or two but not more than that. That is why SEO services are referred as king-maker in the startup ecosystem. A startup that nail SEO win, and those disregarding it lose.

Search Engines have two major functions: crawling and building an index, and providing search users with a ranked list of the websites they've determined are the most relevant.

1.      Crawling and Indexing: The search engines automated robots called crawlers or spiders go through the Web to see what is there. They use the links as a path to reach the site. Once the engines find these pages, they decipher the code from them and store selected pieces in massive databases, to be recalled later when needed for a search query.

2.      Providing answers: When a person performs an online search, the search engine scours its billions of documents and does two things: first, it returns only those results that are relevant or useful to the query; second, it ranks those results according to the popularity of the websites serving the information.

Keep in mind great content is the only thing that is going to help you earn useful and credible links. Links, links and links are the only things that matter in the SEO services. More the number of links more are the chance of getting noticed and earning popularity. It is both relevance and popularity that the process of SEO is meant to influence. 

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PR industry: The rising star

Even if the profession is almost a century old in the country, it didn’t get that respect and recognition like the other participants involved in the marketing process. This is so because of the fact that critics see PR as a fabricator organizing favorable media coverage for undesirable people and causes. But not the roles are changing, from being the supporting helper slowly and steadily the industry is taking the center stage meant for it.

According to a survey conducted by the Associated Chamber of commerce and Industry in India (Assocham, 2012), the PR industry in India is growing at an annual rate of 32 percent. There are hundreds of PR consultancies but not all are good. Here are the qualities that the best PR agencies have:

1.      Have good reputation: Biggest one need not be the best one always.  While selecting, eliminate any PR agencies that could take advantage of you or that don’t have a lot of experience behind them. When in doubt, ask other companies that have worked with the PR agencies you’re considering.

2.      Get to know their clients: You should never work with a PR agency that tries to rush through the getting- to know- you phase. Any high-quality PR firm will want to spend time getting to know your business and your audience so the team can do their job as best as possible.

3.      Have active social media presence: See if they can actually back its claim of expertise by checking out the firm’s blog and social media profiles. Great PR agencies aren’t afraid to give up some free information—they know that that’s the best way to show their expertise and attract clients.

4.       Test knowledge of trends: Knowing the ins and outs of marketing and advertising means keeping up with trends and spotting new trends being formed. Make sure that any PR agency you choose is always up-to-date with the latest news and information.

5.      Are well connected: Great PR agencies have impressive lists of connections. How much a PR agency can help you greatly depends on their own network of people and businesses.

At its core, public relations revolve around the universal truth: people act based upon their perception of facts. With a good story we can manage, control and influence people’s perceptions and achieve our goals.  The better the story, the better is the acceptance by the public and the better the public relations.

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5 Critical Steps of Brand Re-engineering-1

5 Critical Steps of Brand Re-engineering-1

If you are an entrepreneur and your brand is not doing well then don’t think that your concept is not worthwhile, take a work break of 2 to 3 days, invite your marketing team for an outdoor dinner, spend some time together, make fun and finally start a brainstorming session. Fresh minds develop fresh ideas!

Many innovative brands and concepts in the past couldn’t see the light of the day just because of faulty strategies. For their failures, I never blame business ideas, I blame to strategies that were not complementary to those concepts. Unfortunately, among the present generation of marketers, branding is one of most misunderstood business concepts. Usually, for them, its ambit is restricted to Media Presence and Market Presence. And, they calculate the return just on the changing sales figures. The next big mistake they make is imitating the strategies of established and successful brands. Branding is a customised process that can neither be copied, nor it can be replicated.

Now, be relaxed and try to understand the product or service you want to groom into a brand. Because a brand is like a human baby, the marketer starts thinking about its future soon after conceiving an idea. What comes to your mind instantly when you think about your brand? Is it the appearance, attitude, or IQ? Start a friendly discussion with these simple questions and note down the opinions and views of the team members. Remember! Be open and let them speak first.

Step - 1

As you have already finalised a name, you can’t do anything with the name but still there is enough scope to re-launch your brand with a fresh outlook and feel. Explore all the positive aspects associated with the name of your brand, and then keeping in mind its attributes and the demographic profile of your target audience prepare some tailored-fit attires for your brand - i.e., tangible elements of the branding: logo, font size & style, colours used in the logo and website. After a mutual consent get settled for some desirable changes and request the team to work on these changes but don’t make them live till the final makeover. Now, wind up the meeting, it’s the end of session one of brand re-engineering. Save the date for next meeting and motivate the Design and Marketing teams for best results in the meantime.

To Know About The Next Move, Join Us Again On January 09, 2017.

Let's Cherish the Communication & Branding.

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Why Businesses In Mexico Are Not Pro PR

Public Relations (PR) is an interface between a marketer and the media, and the collaborative efforts of these three, viz. Marketer, PR Firm and Media help to make marketing more strong & impactful. Whereas advertising is a solo show business, the marketer directly promotes a brand through the media, but paid. Businesses in the present times understand the potential of PR – integrated, influencing and inexpensive. That’s why the newer weapon of Marketing means PR is considered more practical and powerful than its predecessor (Advertising) by a majority of smart and marketing savvy entrepreneurs for promoting a brand or concept in almost every developed and growing economy. But, exceptions are everywhere and Mexico, the North American state is one of the rare countries where enterprises are still sticking to traditional forms of marketing like advertising and direct mail to interact with the target audience.

Even I was not aware that in Mexico businesses are still reluctant to PR. In January this year, I wrote an article ‘Never Underestimate the Public Relations’ and posted it on LinkedIn. One of the readers who appreciated my post was Alfredo J. Enriquez, a gentleman from Mexico, in the comment box, he wrote,” Beautifully written. But most businesses in Mexico, I don't wonder why yet, do not hire PR and they tend more to hire Marketing agencies, and it is more difficult to start a PR agency. We still have a lot to do and to learn in this area. What do you think?”

His question was very challenging, but I mustered up some courage and asked him to give two weeks time to investigate the causes. The busy work schedule did everything to embarrass me and after consuming 12 long weeks, today I feel a bit comfortable to answer -  why businesses do not hire PR agencies in Mexico?

Here, I would like to share the factors responsible for the low PR acceptance in the world’s 11th largest economy in terms of purchasing power parity.

• A majority of entrepreneurs in Mexico perceives that PR is just to rescue an organization from the crisis.
• The Gulf oil spill tragedy in 2010 and the failure of PR in dodging the BP’s Crisis.
• It is a common perception that newspapers are the harbingers of bad/negative news/stories.
• Low penetration of digital and social media, people still prefer TV and radio for news and information acquisition.
• Overly negative views of the outside world towards the Mexico due to drug trafficking and rivalry among narcotic traders. 
• Not so good trade relations with the USA, the powerhouse of the world economy.
• The Latinos are still less friendly with English, the trade language of world’s business community, they still prefer to communicate in Spanish.

These are the common barriers that discourage the growth and acceptance of the PR in Mexico. Identification of problems is worthless until and unless they are countered with some remedial measures. In the next write-up I will try to come with some feasible solutions.                                                                        

Please Keep Patience, Solutions Are Just 500 Words Away…

Success in PR: Follow Your Journalists

Businesses cannot expect results without connecting with the target audience and to communicate with them, a public relations agency is must for every growing organization. If connectivity with the potential customers is the key to success of a business entity, then the relationship of PR professionals with the journalists decides the fate of a brand. A PR firm bridges the gap between the marketer and the target audience with the help and efforts of media personnel; journalists. In present times, depending upon the relations of an agency with a particular sort of media helps an agency to project itself as specialist of a sector, like lifestyle, health, entertainment, education, IT and etc. Therefore, businesses prefer to hire a small but specialist agency than taking the services of a large PR firm.

Why small agencies are better?

Good tacit between the PR agency and journalists, many times provide better coverage than the larger agencies serving to competing firms. Public relations is all about contact and relationship with the media and in today's world of immense competition, journalists prefer to cover the stories which are pushed by known people.

How to develop productive relations with journalists?

A relationship is all about, listening, understanding and entertaining the requirements of journalists, attentively and promptly. Carefully read the e-mails or text messages by the journalists about a particular information or need. Immediately inform the client about this opportunity and email your request for the desired inputs. Ask your client to provide information in bullet points. When the client reply your queries, then check, whether the information provided by the client is fulfilling the demands of the journalist or not. If you find that information is useful to an extent, then filter the information and draft a press release or article focusing on the areas that may please the journalists and omit the unnecessary details. Irrelevant and untimely information can annoy the journalist and may cause a rejection.

How to please a journalist?

Follow the journalists that may bring coverage to your client on social media channels like Twitter and LinkedIn. Like their posts, make positive comments, take initiatives if they post a particular requirement. Inform them through mail or message that how can you help them in meeting their demands. Write quality press releases and blogs and before sending these, reinforce your content, adding relevant photographs and videos. And make sure that your content first need to delight the journalists, then target audience. If you successfully do all these, then you deserve all praises, both from the journalist and the client.

Advertising or Advanced PR

Alike marketing and advertising Public Relations (PR) is also evolving with the passage of time and intensive use of digital media after the birth of social media. Businesses used to do branding with various kinds of ATL and BTL activities in the pre-internet era and advertisements in print and television was the ultimate choice of marketers. Small business with limited marketing budget were compelled to incorporate only BTL activities in their marketing plan. In contrast, PR was a luxury for majority of entrepreneurs because its reach was limited to class one politicians and celebrities from the film and music industry. Achievers from other streams were deprived of PR power and media used to entertain only stars and already established figures and groups. Moreover, revenue creation was the tough task for the growing print and electronic industry and they used to prefer paid activities over the courtesy based Public Relations Services.

Surprisingly, corporate were in the habit of investing as much as 45 to 50 percent of their total annual expenditure in marketing and advertising activities. Consequently, they were liable to raise prices and consumers were helpless to pay premium. High prices reduced the market demand of consumer goods and small firms got succumbed to low demand and high inflation level. Globalisation of businesses resulted in intense market competition and industries were forced to minimise prices and eventually start curtailing of the advertising budget. But, promotion is a vital tenet of 4Ps of marketing and it cannot be ignored for a long. Alike businesses, media too was experiencing the same transition and genesis of the social media caused a paradigm shift in branding, image building and especially in the PR.

Now, in this age of tough marketing competition PR is emerged as the smart, sensible and the most cost effective way of branding and image building. Media is getting flexible and started to allocate spaces for PR articles and news as businesses are switching to Digital and Content marketing more speedily after the runaway popularity of Facebook, YouTube, Twitter, LinkedIn and other social media channels. Today, people are fade-up with consistent advertising on TV and newspapers and they started ignoring the marketers. However, the indirect approach of brand promotion using the effective PR tools such as by-line articles, blogs, press releases, profiling, interviews and video blogs not only invite the attention of the target audience but subsequently leave a positive impact on consumers' mind. That is why businesses in the present age giving preference to PR over advertising.