HARYANA, INDIA: The PR industry in India has launched an umbrella
body representing the country's professional consultancies after more
than four years of talks.
The Public Relations Consultants Association of India (PRCAI) had been
due to launch since 1998 and finally got the official go-ahead this
The PRCAI will represent the Indian PR industry, which employs more than
PRCAI founding president Prema Sagar, also managing director of
Haryana-based PR firm Genesis, said: 'PRCAI has been established to
develop standards, ethics, expertise and knowledge in the public
relations industry in India.
'In each of these areas, the primary objective would be to benchmark the
PR industry in India with international practices,' she added.
The association also aims to form learning and development programmes in
a bid to upgrade skill-sets across the industry and promote best
The PRCAI is affiliated to the International Communications
Consultancies Organisation (ICCO) and has among its founding members
20:20 Media, Corporate Voice Shandwick, Genesis PR, Good Relations,
Hanmer & Partners and Text 100 India.
Other agencies operating in India include Roger
Perrera-Burson-Marsteller, Perfect Relations and LinOpinion.
India's PR industry only kicked-off in the early 1990s when the country
embarked on a programme of economic reform and deregulation that has
since opened up the economy.
These changes have spurred growth in the sector, especially in the
technology, corporate and branding fields.
From barely 40 businesses five years ago, the Indian PR landscape now
boasts as many as 200 firms.
Coinciding with its official launch, the PRCAI has set up a website for
information and enquiries at www.prcai.org.