The document discusses the emergence of dialogue-based public relations and how PR agencies have adapted their approaches. It notes that communication is essential for any organization, and PR agencies must understand their target audiences and convey messages effectively. It describes how approaches have become more proactive and feedback is received faster with reduced response times due to digital technologies. PR agencies can now change strategies quickly based on instant measurement. Dialogue-based communication has led audiences to provide feedback that helps shape strategies to mutual benefit. PR agencies must adapt to swift media changes by using multiple mediums and modifying short and long-term goals.

1. The Emergence Of
‘DIALOGUE-BASED’
Public Relation
From:
Rahasya
Bhojak
Varun Pandey
Gautam Sodhi

2. Delhi News Agency(DNA) owned by Manisha Bhaita
is media based group brand of Dhumraketu Media
Private Limited. Deals in Print, Media Planning,
Media PR & Broadcast Solutions.
Mission
To create a nation wide &
global network of media
professional & news providers
with deep knowledge of
sectoral needs & who have a
sound public & systematic
interface.
Services
The News Service, in both
English and Hindi, forms
the heart of the DNA
operation. It presents
objective, user-friendly
news with a global
perspective.

3. Emergence of Public Relations and
its importance when it all started?
• Communication is the blood of any organisation.
• Used as a surviving arsenal for any entity.
• Firstly PR agency should understand what &
whom to communicate with.
• If message is not conceived in the right manner
by the final user then each of the medium used,
expenditure or ideation goes in vain.

4. How the change in approach to engage
with your clients has taken place?
• Message reaches the ultimate user in fraction of
seconds now.
• Earlier too much time required to gather the
feedback.
• Events can be organized on a short note.
• Approached have become more proactive then
reactive.
• The company has to compensate for late feedback.
• Reduction of response time has increased success

5. In this era of digital world, how
dealing with measurement goes by?
• Processing has become quite simpler with digital
media.
• Response time is instant.
• Strategies can be changed within an hour now.
• Decisive decisions can be made in the blink of
an eye.
• Measurement is responsive, quick & positive.

6. In dialogue based communication, how
has the outlook of the final user differed?
• Every PR activity is based on some or the
other action.
• Feedback helps moulding the strategies in favour
of clients.
• To land in a win-win situation, fusion of ideas
on the mutual grounds are preferred to gain
better results.
• The events are now more people oriented rather
than product oriented.

7. With swift changes taking place in
different forte of media, how a PR
agency cope up with it?
• Initially the communication was one way
• Combinations of different mediums are used.
• Choosing the right medium is must in order
to get desirable outcomes.
• Short terms and long terms goal are modified
accordingly.

8. THANK YOU