I. MEDIA RELATIONS

The media is the most significant vehicle for carrying credible communication to varied stakeholders. What matters to the media, however, is factual and relevant information at the appropriate time. IPR understands the pulse of the media - be it print, television, internet or radio - and knows what information needs to be sent out and when, hence making each communiqué with the media count.

Making News

Possibly one of the biggest challenges for any PR firm is to have one media house covered by others - particularly if that media house is envied for its success. Managing Living Media's Aaj Tak channel is one such challenge. IPR successfully managed the public relations of Aaj Tak, overcoming odds such as an envious media and the boycott by cable operators. The tough situation inspired Integral to bridge the gap in communication between the media and the channel and consequently the cable operators and the channel. Aaj Tak was so positioned that even the mainstream competitors of the India Today group could not ignore it. It is now the number one news channel. Integral continues to contribute to its success story.

II. CORPORATE COMMUNICATIONS

Strategic planning depending on the needs of a client includes methods to lead, motivate, persuade and inform the public and employees. The effort is not merely to focus on external communications but to look within as well.

Ensuring a Healthy Future

Integral creates self-belief and pride among employees and close associates through messages and action. It works closely with Eli Lilly on this front. One such exercise was conducted in Bangkok, where Integral successfully created a platform to inform employees, associates and doctors about Lilly's initiatives and commitment. The continual, cohesive approach to communication has helped Eli Lilly build enduring relationships with its relevant constituencies.

III. INVESTOR COMMUNICATION

The clutter of companies on corporate, markets and finance pages of pink dailies tends to make life difficult for investors and journalists alike. Integral, therefore, appreciates the need for specialized analysis to cater to the needs of financial journalists. Investors, too, need sharp, focused industry information to be able to assess the appropriate financial value of a company. Integral maps the client's strength vis-à-vis the industry and reinforces its financial promise.

Banking on the Right Partner

The Jammu & Kashmir Bank, by virtue of its name, has been associated with uncertainty. Integral, to begin with, has altered this perception through a concerted media campaign. It conducts regular sessions with financial analysts to highlight the strengths of J&K Bank in the right perspective. The results of this strategy are not far to seek -- The Financial Express rated J&K Bank as the top bank in the country in 2002.

IV. STRATEGIC BRAND REINFORCEMENT

While a brand is often the face of a company, its relevance grows only if it is leveraged in an appropriate manner. IPR is well equipped to assist in understanding market dynamics including the competition so as develop a strategy that emphasizes the strengths of the brand and maintains its unique identity. We have it in us to conceptualize promotional activities including events and alliances that reinforce the presence of your brand.

Sustaining High Recall

When Bacardi came to India white spirits were unheard of in the country. The challenge before Integral was to position the brand as a mainstream drink and at the same time attract dark liquor consumers into Bacardi's fold. The target audience needed to imbibe the brand's core values of color, passion and freedom. This was achieved by generating awareness on Bacardi's brand values and lifestyle attributes. The Bacardi Blast, Bacardi Nightshift and the Bacardi Breezer Vivid parties have emerged as 'must-attend' events in the social calendar of the young and the famous. The brand enjoys an upmarket, young and vibrant image and can be credited with changing the drinking habits of urban India.

V. INCIDENCE MANAGEMENT

Exaggerated crises and media embarrassments are a fact of today's corporate life. The more visible a corporation, the more vulnerable it is. Even the most routine niggles such as litigation; corporate leadership reputation or corporate restructuring could snowball into a perceived or genuine crisis. Integral, owing to its experience in handling sensitive issues, has the ability to preempt such situations and take corrective steps where necessary. It also undertakes crisis management on issue specific basis.

Smoothening the Ride

When TVS and Suzuki parted ways, speculation was rife and the media was more than eager. Integral PR stepped into the picture to control the nature of news and mould it to ensure that TVS emerged unscathed. This was critical with the launch of 'Victor' - its first indigenous offering - just around the corner. The stakes were high as doubts were raised on TVS's abilities sans its erstwhile partner. Integral, however, managed to negate the dismissive view of the media resulting in the TVS group and 'Victor' being extensively covered. Today, 'Victor' is a leading brand in the motorbike segment.

VI. POSITIONING

Placing a client and its products or brands in the right place before society at large is crucial for sustaining a business. Mapping the message with the target audience and picking the right media mix for optimal impact is the key to obtaining the appropriate position.

A Fresh Outlook

Established in 1998, the Hyderabad-based Microsoft India Development Center is of strategic importance to Microsoft, US. MIDC has developed three major products for the global market - Visual J#. NET, SFU 3.0 and Outlook 2002 Connector. Integral promoted these offerings and helped MIDC develop a distinct identity. More significantly, it managed to drive home the importance of MIDC in Microsoft's overall operations.

VII. IMAGE AND PERCEPTION MANAGEMENT

The reputation of any entity is based on the view or perception held by society. At Integral, we recognize the need to influence the decisions of key constituencies in the business through favorable images. This comes from, among other things, understanding and tracking the changing perception in the eyes of the constituencies.

Keeping the Fizz

Coca Cola India was the favorite whipping boy of the Indian media till a few years back. Its activities were constantly subjected to scrutiny. Integral countered the negative sentiment by creating an all-India pool of unbiased journalists, who highlighted the community-friendly face of the company. Integral also worked steadily at creating a sustained, positive perception of the company by releasing the right images at the right time and preparing the ground for dialogue and openness.

VIII. INFORMATION SERVICES

Knowledge is power. And the power of knowing comes from being informed. We believe that to stay in the know is one of the most important ways of staying ahead of others - after all, we are in the age of knowledge driven businesses. We have a database that is constantly updated and managed by team of researchers and journalists. The team produces customized reports besides sector updates, newsletters and impact analysis reports.

Buzz for success

It is not easy to read every column centimeter of newspapers. Nor is it easy for the media to know just about everything that matters to your business. And, it is possibly as difficult to realize the impact that developments have on your business. Regular updates and customized newsletters is just part of what our in-house news and research team does. India Watch, a weekly bulletin, gives key information for taking informed business decisions. Buzz from Raisina Hill, another weekly news e-mag, provides an insight into the intriguing political world and explains the ramifications of significant developments, which could impact the economy. For industry specific information, In Focus, tracks and analyses data to predict trends in the larger economic context. Being contemporary and in the know is a way of life for our team of former journalists and researchers.

IX. MULTI-CONSTITUENT MANAGEMENT

Doing business in India is not known to be the simplest of things given the complexity of government laws, pressure groups, the political spectrum, communities and the media. The pushes and pulls do not always stop there. At Integral PR, we believe in a 360 degree approach that assesses, understands and addresses all the relevant constituents that can alter if not trash business plans of corporations.

FOCAL POINT MANAGEMENT APPROACH

As indicated in our trademarked focal point management strategy, the services brought under one roof includes, government affairs, public policy advocacy, community development, litigation support, media relations besides information tracking. Our objective is to let you do your business while we clear the minefields on the way.