Northpoint, Veena Gidwani Associates announce learning program on ‘power of PR’

Northpoint Centre of Learning in association with Veena Gidwani Associates has announced the launch of a learning program for business managers titled 'Unleashing The Power Of PR To Build Brand Equity'.

The program created by Veena Gidwani , independent strategic  PR consultant and former CEO of Madison PR, is intended to help business managers optimise the outcomes of PR for their brands, informed a statement from organisers. The program will hosted in Khandala from 13 to 15 September 2013, and again from 28 to 29 September.

The course aims to provide participants an understanding of the power of PR in integrated marketing communications and corporate image building, changing dynamics of PR, recent developments and the importance of strong client-agency partnerships. The curriculum will consist of subjects that evolve PR campaigns based on consumer insights.

Besides Gidwani, the faculty will include Ajay Kakar (Aditya Birla Financial Services), Shweta Shukla (P&G), K Ramakrishnan (Café Coffee Day) and Anuradha Sengupta (broadcast journalist/anchor and TV producer).

On the initiative, Prem Mehta chairman, Northpoint, said, "Though brand marketers have begun to taste the gains from planned PR, its real value as a marketing tool has yet to be appreciated fully. It is emerging as an essential communication medium, and when handled professionally, PR adds credibility to the message because it is not seen as manufacturer-speak.”

Sam Balsara CMD, Madison World, said, “Brands who are spending crores of rupees in advertising are under utilising the power of PR. This is a big mistake. PR can greatly strengthen an expensive media plan and thus help improve RoI of the overall campaign. I am glad Veena is running the executive development program at Northpoint on ‘Power of PR’. It should greatly help practising industry professionals to extract more from their marketing budgets.”

Veena Gidwani, added, “My experience of over 17 years in managing  PR agencies, interacting with client/corporate teams,  made me realise that a large number of marketing/sales, managers and account managers, underutilise PR as they do not  fully understand  the power and dynamics of PR. This program has been created to meet this need. I am delighted that we have eminent industry experts on our faculty panel.”

For more details on the program visit www.northpointindia.com.