Catalyst - Frequently Asked Questions

If I was down to my last dollar, I'd spend it on public relations.
- Bill Gates

A lightweight, by definition, is a man who cannot assert his authority over the national press, cannot manipulate reporters, cannot finesse questions, prevent leaks or command a professional public relations operation.
- Unknown

All the president is, is a glorified public relations man who spends his time flattering, kissing, and kicking people to get them to do what they are supposed to do anyway.
- Harry S Truman

I narrow-mindedly outlawed the word 'unique'. Practically every press release contains it. Practically nothing ever is.
- Fred M. Hechinger

Public relations specialists make flower arrangements of the facts, placing them so that the wilted and less attractive petals are hidden by sturdy blooms
- Alan Harrington

Some are born great, some achieve greatness, and some hire public relations officers.
- Daniel J. Boorstin

The history of PR is... a history of a battle for what is reality and how people will see and understand reality.
- Stuart Ewen

The world would be a better place without spin doctors
- Bernard Ingham

We should put the spin doctors in the spin clinics, where they can meet other spin patients and be treated by spin consultants. Then the rest of us can get on with the proper democratic process.
- Tony Benn MP

Spin doctoring is, a package of trickery, economies with the truth, manipulation of public credulity, bullying of journalists and favouritism.
- Melanie Phillips

Spin doctors are: professional political strategists, able on behalf of their clients to manipulate the media - planting a story here, a rumour there, a tip-off somewhere else - so that any piece of news is tailored to show them in the best possible light.
- Michael Shea

Public relations is about reputation - the result of what you do, what you say and what others say about you... Public relations practice is the discipline which looks after reputation with the aim of earning understanding and support and influencing opinion and behaviour.
- Institute of Public Relations

PR is Performance Recognition.
- Douglas Smith

Public relations is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics.
- Institute of Public Relations

Public relations is the management function that establishes and maintains mutually beneficial relationships between an organization and the publics on whom its success or failure depends.
- Cutlip, Centre and Broom

We believe PR should be practiced to serve the public interest, to develop mutual understanding between organizations and their publics, and to contribute to informed debate on issues in society.
- Grunig

FAQ

Frequently Asked Question

To begin with, what is public relations?
- There are several strategies used to boost the image of an organization and increase its turnover. Among these, lead initiatives for companies might include consistent media campaigns through ads & write-ups, meetings with distributors & consumers, the use of newsletters/direct mailers/paper inserts, event management, organizing road shows/seminars etc. All these activities come under the purview of Public Relations. In short, any initiative taken by a company to reach out to its clientele comes under the domain of Public Relations.
Are Advertising and Public Relations one and the same? Or, is there a major difference between these two areas?
- In essence, the aim of both these spheres are one and the same. However, the means adopted to carry them out are what sets them apart. They both involve informing the general public about a product or a firm, boosting its corporate image, thereby increasing the overall revenue of the firm. Advertising fulfils its aim, by releasing advertisements in the media. Public relations, on the other hand, ensures consistent coverage in the media through road shows, event management, fashion shows, business conferences etc.
Is Advertising one form of Public Relations exercise?
- Yes. Advertising in itself is one form of Public Relations exercise. But since, most corporate houses have focused a great deal on advertising alone, as a Public Relations exercise, it has achieved tremendous growth and is seen today as an independent and vibrant discipline.
Can Public Relations be used instead of Advertising?
- No. But if one were to use advertising alongside any Public Relations exercise, it would pay rich dividends. Most MNCs allot 70% of their annual business promotion budget towards advertising and the remaining 30% for Public Relations.
  
  Even though a paltry 30% is set aside for PR, it is a low cost, potent marketing tool that can boost a company's corporate presence. In the final analysis it must be said, however, that no Public Relations exercise is complete without advertising.
Does Catalyst indulge in all types of Public Relations strategies?
- No. Catalyst is extremely focused on media-related Public Relations strategies. It does not go into the realm of direct mailing, paper inserts, news-letters, road shows, event management, exhibitions, etc. A consistent media campaign, Catalyst feels, can create more awareness among the public than these activities put together. Not only is it cost-effective, it also reaches a greater cross-section of people than the other strategies.
What are the different kinds of PR exercises connected with the media?
- There are three different kinds of PR exercises connected with the media, especially pertaining to the print media. They are conducting press meets, distributing press releases and organizing exclusive interviews.
Explain these three PR exercises in detail?
- At Catalyst, we help your business gain valuable media mileage through three key public relations initiatives:
  - By Circulating Press Releases
    We begin by circulating press releases about your company's products / services to the media community. This provides the media with the right picture about your company / product / service.
  - By Organizing Press Meets
    We organize press meets where you can directly interact with the media, and inform them about your company / product / service.
  - By Setting up Exclusive Interviews
    We also organize exclusive interviews with select members of the media. For instance, if you wish to share news of any breakthrough developments in your company and its impact on the market, with any particular publication, we help you by setting up these exclusive media interviews.
What is the difference between organizing a press meet and only issuing press releases to the media. And on what basis is it determined?
- A Press Meet is generally organized, if the event or happening has greater news significance. In the case of general news, circulating press releases – a less expensive and less time consuming strategy - will suffice. Catalyst PR will prepare a press release meticulously, distribute it among the members of the media and ensure that it is covered in the apt publications.
  
  On the other hand, as opposed to merely issuing a press release to the media, Press Meets are a greater guarantee of media publicity and more coverage. Again, the key to press publicity is the newsworthiness of your organization.
What are the parameters required of an organization to make it newsworthy in the media?
- More than its position, the basic requirement of an organization, if it decides to indulge in a media-related PR exercise is good (media-worthy) news. Depending upon its newsworthiness and validity, news about the organization can be featured in any publication. To reiterate the previous point, the basic necessity for press coverage is just interesting and valid news! It only follows that if there is such news that the media can cover, can we optimally fulfill our services.
Is it possible for a business to be in the news, despite the fact that it is like other business of its ilk?
- Despite the fact that your business is like other businesses of its ilk, there will be some information in your business that could be considered newsworthy. There is no business that does not have any newsworthy information. Things that might seem banal & common place to your firm may interest certain sections of the media as being important and newsworthy.
  
  A classic example:- Today, the number of magazines in the print and cyber-media are numerous. Your everyday business is news for them. In spite of all this, if you still consider that your business has no information that you consider as being newsworthy, we will enumerate and analyze the information you have, and come up with something newsworthy for your organization.
What are the criteria for an event or happening to qualify as newsworthy?
- There is a great deal of news that appears in the papers everyday. This news can be categorized under different heads such as, politics, police news and news pertaining to cinema, sports and business. Amongst the above mentioned, Catalyst specializes in the orbit of generating coverage of business news of an organization in the media.
  In this respect, the following may be considered newsworthy for release in the media:
  - Opening a new business
  - Launch of a new product
  - Information regarding new tools, machinery or technology
  - Future plans of an organization
  - Information pertaining to tie-ups with foreign firms or with regard to signing up of agreements
  - Information regarding big-league business orders worth more than a crore from within the country or from abroad
  - Information with regard to a firm's expansion or diversification
  - Information with regard to receiving or presenting awards
  - Information relating to appointments in the higher echelons in a corporate organization
  - Information regarding things that are done for the first time in the state or in the country
  - Information on appointment of franchisees, traders or dealers
  - Information relating to the problems in the industry
  - Information on the functions relating to commerce and business
  - Information about a trade fair or a fashion parade
Will news of our company be published for sure in all the publications?
- Not necessarily. Catalyst will initially draw up what is called a 'Media Plan'. This will be comprehensive list of all the publications, which are likely to carry news of your company. From this 'media plan', you can draw up a list of publications, where you would like your company's news to be featured. 70% of the publications featured in the media plan approved by you are more than likely to carry the news of your company. However, the remaining 30% may not be able to carry news of your company. The editorial policy of a publication, lack of times or the concerned reporter going on vacation or lack of space in the publication could be possible reasons as to why your news may not be published.
What are the benefits of projecting our business in the media?
- - An increase in awareness of your business resulting in higher revenue
  - It provides a comprehensive financial picture about your business to banks, financial institutions, and other institutions & aspects involved with the business
  - It helps to convince new dealers, traders, agents and to sustain old ones
  - It helps to promote goodwill and creates a sense of esteem among your employees
  - Due to its growing publicity, it is easy for an organization to recruit people
  - It indirectly helps to promote the sales of your product
  - It helps you rise a step above your competitors
How often should our firm distribute releases to the media?
- If there is something truly newsworthy, your firm can send out releases even once a month. Many corporate MNCs send out media releases every two weeks.
Is a newsworthy event the only criterion for media coverage? Are gifts to media persons a necessary part of this process?
- Giving gifts to persons in the media is not a necessity. All they expect is only newsworthy information since news means everything in the world of the media.
Will both the English and the Language press cover the news about our organization?
- If the news can capture the attention of all the reporters, then there is a good chance of it being published in all publications.
  
  However, it cannot be guaranteed that all the members from the media who attend the press meet will definitely publish the news event. But, there are higher chances of Tamil newspapers publishing the concerned news event, because the papers have plenty of space solely allotted to covering news relating to only Tamil Nadu. Since English newspapers cover the entire nation, very little space is allotted to news pertaining to local businesses.
If one has a truly newsworthy event, then one could contact the media directly, what is the need, then for a firm like Catalyst?
- It is not enough if there has been news worthy event. It is a must to prepare media releases that can be easily understood by all the members of the media. This is where Catalyst plays a pivotal role, by providing excellent press releases written by its in-house copywriting division manned by experienced copy writers.
  
  It also involves organizing a press conference, preparing invites for the members in the media and supplying information in the form of press releases, meeting the members of the media personally if they are unable to attend the press meet and feeding them with the requisite information to mention a few. Catalyst plays a vital part in ensuring that these are done.
Can the date and the details of the news coverage in the media be assured to us in advance?
- Unlike advertisements, the news coverage cannot be confirmed before hand. One cannot dictate to the media, with regard to the size and date of appearance of the write-up. Depending upon the importance of the news event, editorial policy of the newspapers and availability of space, the news event may be published as a very small news bit or a big one or some times may not.
What services are rendered for a press meet by an agency like Catalyst?
- Catalyst provides service in the following ways,
  - By identifying newsworthy information
  - By formulating a fool-proof PR strategy and chalking out a relevant & target-oriented media plan
  - By preparing media releases both in English & vernacular languages
  - By compiling informative & attractive press kits
  - By arranging the right venue and fixing the schedule for the press meet
  - By designing invites for the media
  - By arranging for photographers and videographers, if necessary
  - By skillfully crafting an agenda for the press meet
  - By sending consistent remainders and ensuring a full house of the media community at the press meet
  - By lucidly explaining the nitty-gritties of a press meet to the client
  - By providing valuable inputs of the company to the members of the media at the press meet
  - By providing anticipated questions and preparing the client to effectively field them at the meet
  - By following up with the media until the news is published
  - By diligently tracking the newspapers everyday and by informing you at the time of its release and providing you with the relevant news papers/publications
  - And lastly, by documenting all the published news clipping and presenting it to you in the form of a comprehensive 'Press Clippings' album
what is the time span required for a quality press meet to the organized?
- The minimum time span required to organize a press conference is about ten days. But a 15 day time span is ideal to organize a quality media conference. However under extraordinary circumstances, a press meet can also be organized in just a matter of three days.
Is there a danger of negative publicity being generated at a press meet?
- Mostly, the members from the media are very friendly people. However they sometimes come up with negative questions. But the real intention behind such questioning is only to evoke a good response.
Following the day of the Press Meet, will there be extensive coverage of the event in the media?
- This depends solely on the importance of the news event. If it is a very important news event it might be published in the papers the very next morning. However in the case of Tamil newspapers, news pertaining to business appears only once a week. In any case, as far as the dailies are concerned, the news may be published any time from the first day of the event. As far as the weekly and monthly publications are concerned, the news is likely to be published only after a while.
For a press meet to be organized, what are the requirements from the client's side?
- When a press conference is organized, the client's organization is usually required to provide the following: company literature, visiting cards, letter heads, envelopes, files as well as any specific stationery that will be required.
  
  Additionally, the standard quotation involves an advance payment of 50%. Thereafter, 25% of the fee is collected during the job and the remaining 25% is collected after the job is done.
How much does it cost to organize a Press Meet?
- To a large extent, the cost of a press meet depends on the Media Plan. If you require the news event to be released in many publications, then the cost is high. Otherwise, it is understandably lower.
  
  However, it should be remembered that publicity through advertisements, event management, fashion shows or exhibitions is more expensive. Of all the existing mediums a media-related PR strategy is the cheapest and has the widest reach.
And finally, how does Catalyst score over other PR agencies, in terms of benefits to the client?
- The first and foremost duty of a public relations firm is to identify newsworthy information and then express it clearly in an easy to understand manner in the form of a media release. The second important duty is to identify the target audience for that news. Then, to ensure that it reaches them; the agency should prepare a media plan. In Tamil Nadu, Catalyst Public Relations is the only agency that has executed these functions to perfection.
  
  In a span of fifteen years since its inception in 1997, Catalyst has provided over 2000 media-related services for 400+ clients. In terms of client numbers per annum, Catalyst is the most prolific and leads the roster of PR agencies in Tamil Nadu.
  
  Catalyst maintains a cordial relationship with members from all the publications and it is aware of the changes that take place in almost all departments, and in accordance helps you create news about your business. It leverages it is contacts in the media effectively to give your business a cutting edge over its competition.
  
  In conclusion, we trust that this primer has served its purpose by providing you with a greater insight and understanding of a media-related PR exercise and of Catalyst PR's professional approach.

There are two types of PR people - those who keep doing those who keep trying. Catalyst PR is in the forefront of the doing band wagon!
K.R. Satyavendan,General Manager (Commercial & Marketing), Kaleesuwari Refinery Pvt. Ltd.

We were skeptic about PR before we signed up Catalyst, now we are fully convinced about PR's role as a tool of market growth.
E. R. Raghunathan, General Manager, Kores India Ltd.

We have associated with Catalyst PR for many years and they have provided an extensive coverage for our products across India. They have performed a commendable service for us.
M.J. Prathap Singh, Managing Director, Eagle Dairies.

Like Derby's customers know what life is, Catalyst PR knows what ethical pr is all about. Their strong networks across India ensure our new products gets good coverage.Catalyst's strength in vernacular medium is laudable.
Mohan Chary, Consultant, Derby Clothing India Pvt. Ltd

Signing up with catalyst is one of the best thing which has happened to Naturals. In the last 2 years they have done wonderful PR that today we have become the undisputed leader in our category. They are quick, proactive and very objective.
K.Veena, CEO, Naturals Group of Unisex Salons

With Catalyst PR, it has been results, results, results - all the way!
K. Selvan, Director, CADD Centre Group

Catalyst PR continues to be a tried and tested source of goodwill for our college.
Dr. Dhavamani, Principal, Ethiraj College for Women

Your mastery of the Public Relations coupled with psychological approach to gauge the likes and dislikes of target audience,helps us conduct innovative programmes, events, symposiums, seminars, training sessions etc in our College.
Your ability to take concepts forward beyond commercial bounds has kept Alpha Group of Institutions in constant lime light of the elite public. Let me commend your team who work in unison and with one accord. The reach you are able to achieve is beyond the perceived scale of the print and electronic media.
S. Alfred Devaprasad, CEO, Alpha Group of Institutions.

After associating with Catalyst, we found so many new avenues opening, so many new paths leading us to more and more growth and success. Their understanding of our needs combined with market knowledge does the trick... Blessings
Dr. Vijayalakshmi Panthaiyan , Alpha Mind Power

It has simply been a pleasure working with catalyst. Compassionate in the approach to work, Efficiency in deliverables, Warm working relationship. We have a long way to go together!
Rakhi Kapoor, Dwi Maternity Studio

Catalyst PR has made it easier for us to rightly communicate the message through their strategically planned PR activities. They understand client's need and their approach to work is unique.
Dr. Ramamurthy, Managing Director, Regenix Drugs Limited

To the best of my knowledge, Catalyst Public Relations is the only PR agency which deals with more Educational Institutions and I have no second opinion in recommending their name to those who prefer result oriented services.
Dr. C. B. Paul Chellakumar, Group Chairman, Campus Abroad

Catalyst PR has worked as part of client's team. We are impressed with their hardwork to deliver results. They have embossed their uniqueness in their approach to work.
M.V. Selvan, Director, Sreshta Communications

To begin with, what is public relations?

Are Advertising and Public Relations one and the same? Or, is there a major difference between these two areas?

Is Advertising one form of Public Relations exercise?

Can Public Relations be used instead of Advertising?

Does Catalyst indulge in all types of Public Relations strategies?

What are the different kinds of PR exercises connected with the media?

Explain these three PR exercises in detail?

What is the difference between organizing a press meet and only issuing press releases to the media. And on what basis is it determined?

What are the parameters required of an organization to make it newsworthy in the media?

Is it possible for a business to be in the news, despite the fact that it is like other business of its ilk?

What are the criteria for an event or happening to qualify as newsworthy?

Will news of our company be published for sure in all the publications?

What are the benefits of projecting our business in the media?

How often should our firm distribute releases to the media?

Is a newsworthy event the only criterion for media coverage? Are gifts to media persons a necessary part of this process?

Will both the English and the Language press cover the news about our organization?

If one has a truly newsworthy event, then one could contact the media directly, what is the need, then for a firm like Catalyst?

Can the date and the details of the news coverage in the media be assured to us in advance?

What services are rendered for a press meet by an agency like Catalyst?

what is the time span required for a quality press meet to the organized?

Is there a danger of negative publicity being generated at a press meet?

Following the day of the Press Meet, will there be extensive coverage of the event in the media?

For a press meet to be organized, what are the requirements from the client's side?

How much does it cost to organize a Press Meet?

And finally, how does Catalyst score over other PR agencies, in terms of benefits to the client?