by Suman Gupta
National, September 2023 — Amidst book lovers and industry experts, seasoned public relations (PR) professionals Amith Prabhu and Sujit Patil launched their first book The Pursuit of Reputation in Mumbai. Hosted by Westland Books, the event was graced by industry pioneers Roger Pereira and Bela Rajan, who shared insights from their journey in the industry. The book, which was released by Tanya Dubash, Executive Director, and Chief Brand Officer, Godrej Industries Limited and Associate Companies, uncovers the art of thriving in India’s ever-shifting PR landscape and helps in charting a path towards modern-day reputation management in uncertain times.
Speaking on the occasion, Karthika V.K., Publisher of Westland Books, said, ‘PR is integral to every kind of brand and reputation building but it remains a lesser-known aspect of business for those outside of it. What Sujit Patil and Amit Prabhu have done is put the focus firmly on the skills, techniques, and training required to make a success of PR as a profession while also sharing insider tips and advice from other leading professionals.’
On the release, Amith Prabhu, co-author, The Pursuit of Reputation, said, ‘This book is about the art and craft of public relations. Our aim is to bring various aspects of the profession to life through this book. The journey of writing this book through the lockdown was amazing. Sujit and I have jointly decided that the proceeds from this book will go towards the higher education of deserving youngsters who want to make a career in PR and corporate communications.’
Sujit Patil, co-author, The Pursuit of Reputation, added, ‘Our book is a wholehearted documentation of our combined knowledge and over forty years of hands-on experience in building the reputations of large corporations and brands using contemporary thinking and processes. As first-time authors, we are super excited about what we believe is an important book. We are confident that this book will be as relevant to a young graduate as it will be to a CEO. It will also be useful for those in corporate communications and public relations consulting and for everyone who has something to do with the public relations space.’
Speaking at the event, Tanya Dubash, Executive Director and Chief Brand Officer, Godrej Industries Limited and Associate Companies, said, ‘Sujit and Amith’s contemporary thinking and approach to public relations is unique. I found the book to be a riveting read that advocates the use of technology, creativity, emotions, research and modern public relations techniques for building brands. A compelling read for every organisational leader who is in pursuit of a great reputation.’
Rajesh Chaturvedi, Co-founder and Chairman, Adfactors PR, added, ‘Reputation takes years to build but can be destroyed in a matter of minutes. Hence, in this complex world, reputation management has become an insightful combination of the art and science of communications, and this book establishes the interplay between the two in a lucid manner. A must-read for every professional in any organisation serious about reputation management.’
Bela Rajan, Founder, Sampark, said, ‘This book outlines a set of contemporary competencies required for an effective and successful public relations career. I believe it’s a must-read not only for every young aspiring professional to build a strong foundation in public relations but also for other allied marketing professionals to understand the nuances and efficacy of this practice.’
Sam Balsara, Chairman, Madison World, said, ‘The thin line between marketing, advertising and public relations has blurred over the years. The philosophy of POEMS (paid, owned, earned media strategies) is well explained in this book and I recommend it to every marketing and communications professional. I believe advertisers who spend lakhs of rupees on advertising but don’t use professional PR services are missing out on a valuable marketing driver.’
The Pursuit of Reputation published by Westland under its Westland Business imprint is available for preorder.
About the Book : DISCOVER THE ART OF THRIVING IN INDIA’S EVER-SHIFTING PR LANDSCAPE WITH SEASONED EXPERTS WHO WILL HELP YOU CHART A PATH TOWARDS MODERN-DAY BRAND MANAGEMENT IN UNCERTAIN TIMES.
This is a new era for public relations. Never before has reputation been so important, and never before so fraught. At a time when thoughtfulness, transparency and authenticity are seen as key tenets, navigating India’s unique cultural, social and economic diversities poses a challenge both for fresh professionals and seasoned leaders. Added to this are emergent technologies across fields. PR professionals have but one choice: adapt to these far-reaching transformations and survive.
The Pursuit of Reputation is a one-stop survival guide to this new world. At the heart of this book lies a profound recognition that the way we communicate is undergoing an enormous shift thanks to the growing influence of social media, the rise of influencers, data-driven decision-making and the blurring of lines between earned, owned and paid media. But with shifts come new opportunities—PR professionals are uniquely placed in this matrix to enhance brand reputation, engage stakeholders and drive impactful campaigns that strongly resonate with consumers. With expert insights from seventy-five acclaimed PR professionals working across industry sectors and geographies, the book offers PR strategies for navigating an uncertain environment. It also envisions a future that PR professionals can build: one based on emotional sensitivity, thoughtful responsibility and a healthy respect for environmental, social and governance issues.
An essential read for someone seeking to tell organisational stories that will endure the test of time.
About the Authors: AMITH PRABHU is a pioneering public relations professional with twenty years of experience. He has co-founded platforms such as PRAXIS, SCoRe and Reputation Today among others. He was recently conferred the annual award for Outstanding Contribution to Public Relations by PRCA Asia Pacific. He currently mentors The Promise Foundation.
SUJIT PATIL is an acclaimed corporate and brand communications professional with twenty-five years of experience. He has been listed on PRovoke Media’s list of the world’s most influential CCOs and CMOs, every year from 2018 to 2023. He currently heads Corporate Brand and Communications at Godrej Industries Limited and Associate Companies.
