India is defining global best practice: Gallagher

As the countdown for the 2014 International Communications Consultancy Organisation (ICCO) Global Summit begins ICCO President David Gallagher tells PRWeek he believes India is a trail blazer when it comes to defining best practices in PR

ICCO President David Gallagher speaking at the ICCO Summit in 2013 (file)

PR pros from all over the world will gather in New Delhi next week (9-10 Oct) for the 2014 ICCO Global Summit. In the run up to the event PRWeek caught up with President David Gallaghar and asked...  

Why did ICCO pick New Delhi as the venue for this year's Summit?

The PR industry’s centre of gravity is moving east.  Once upon a time, both the demand for PR, and the skills necessary to provide it, were located in the West.  This may have changed some time ago, but now as Asian consumer behaviour transforms, and a new creative class emerges, we thought the time was right to base our global event at the epicentre of these changes.

Another reason for us to come to Delhi was an invitation from PRCAI, the ICCO member association in India. PRCAI is a fantastic organisation that represents over 70% of the local PR agency market.  It holds its members to high professional standards, supports communications professionals across the country, and tries to improve the public perception of PR. From my own point of view – I think India, and Delhi especially, embody the story of how Asian societies are seizing the opportunity of new technology to lead as global cities.
What is your outlook for the PR industry in India?
I believe the PR industry in India is extremely dynamic.  It’s more complex in terms of varied media outlets and specific client requirements than some European countries.  It’s evolving rapidly and awash with opportunity.   
What new trends do you see emerging (in India)?
Digital in India has shown fast growth recently and is now a critical component of effective campaigning. While traditional PR will continue to be relevant, digital will soon lead the way as companies recognise its potential.  
The challenge of PR measurement is also important.  There is a global consensus on measurement approaches like the Barcelona Principles and ultimately creative ideas and strategic insight must be rooted in data.  The impact of our work must also be measured by outcomes.  I think we’ll soon be in a "prove everything or die" mind-set.  
What is the one thing you expect delegates to take away from the ICCO Summit this year? 

I’m really hoping this conference can achieve a higher goal. I’d like the Delhi summit to illustrate how Asian PRs aren’t just adopting international best practice, they are now defining what global best practice looks like.

PRWeek is the official regional media partner of the ICCO Global Summit in New Delhi

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