The PR industry in India is still struggling to define itself more than a decade after India's markets were opened to market competition.

Though progress has been made, a lot still needs to be done. On the one hand, a suspicious media needs be constantly placated and pacified about the important role PR consultants play in the corporate mix; and on the other, clients have to be shown 'value' above standard media relations fare.

This is where the 'P' factor comes in: professionalism. Everything PR consultants do today, whether for the media or for clients, comes under intense scrutiny. Our primary strength comes from being well informed about the industries for which we act as consultants. This means you have the ability to articulate, discuss and debate your point of view with the media and clients.

Secondly, we need to change the way we run our briefs. Are clients seeing a long-term PR plan with a strategy that helps their business? Do they have advice on messaging? Is there constant creative content generation?

On the consultancy side, are we open to feedback and review? Are we measuring success? And, most critically, do we have the staff on board to handle the quantity of business at a justifiable ratio? In other words, do clients have access to enough 'face time'?

The media is our biggest customer; let's not throw novices at them. But are we hiring the right kind of staff and training them? Are we tutoring them about the media - helping them respect time and protocol, when or how to call the media and how far to go to 'sell' a story?

Most firms in India have a real 'P' battle on their hands, but those that overcome this will hire the best staff, retain them, build a formidable reputation for themselves and, yes, run an excellent business no matter where in the business cycle they find themselves. The good news there has never been a better time to move in this direction. Business pressures are not what they were 12-18 months ago. The Indian PR market has an estimated value of US$20 m and growth of more than 15 percent on this figure in 2003 is doubtful. I say buckle down and prepare for the second coming - and in the meantime, let's get on with the task of defining India's PR profession. And do a great job while we're at it.

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