Veena Gidwani launches "Unleashing the power of PR to build brand equity"

NORTHPOINT Centre of Learning,  in association with Veena Gidwani Associates,  today announced the launch of a First of its kind, Valuable Learning Program for Business Managers titled    “UNLEASHING THE POWER OF PR TO BUILD BRAND EQUITY”  This program  has been created by  Veena Gidwani , an independent strategic  PR Consultant and former CEO of Madison PR,  to help business managers optimize  the outcomes of PR for their brands , through a holistic approach that integrates channels and messages that help drive brand and corporate reputation.

KEY TAKEAWAYS

The course aims to provide participants a good 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 cover subjects that help evolve PR campaigns that are based on deep consumer insights, Big creative ideas and engagement with stakeholders across multiple platforms.

PARTICIPANT PROFILE

The program has been designed for business executives with responsibility for corporate image building and integrated marketing communications.  It is specifically targeted at Senior and middle management professionals in marketing ,sales, external relations/ corporate communications, Account Directors and Managers in PR Consultancies & Advertising Agencies, Promoters/senior executives of small & medium - sized businesses.

FACULTY

Through a combination of case studies, best practice examples and teamwork, Veena Gidwani and industry experts  like  Ajay Kakar( Aditya Birla Financial Services), Shweta Shukla (P&G), K. Ramakrishnan (Café Coffee Day), Anuradha Sengupta (Broadcast Journalist/Anchor & TV Producer) and several others will  share their insights for  winning with consumers  and building brands through PR.

Announcing the program, 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."

Speaking about the importance of this program, Sam Balsara CMD, Madison World said, “Brands who are spending crores of rupees in advertising are under utilizing 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.”

Sharing the rationale  for  the program, Veena Gidwani  said,“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, underutilize 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.”