I am sure most of us who are in the business of communication have been reading about an upcoming event, “The Future of News” from afaqs.com

While I was looking at the impressive list of experts going to be present @ the event, I did not find a single name from the PR industry. I couldn’t resist my curiosity to throw a question at organizers asking for a reason of not having anybody there from the PR industry. Whether they did not understand the importance of having someone from the PR industry as part of the panel or PR industry has nothing to do with the future of news!

Well, I was not surprised by the response I got from the organizers. A friend from the other end informs me that, they contacted not one but three big names form the PR industry to be part of this event and share their views. One is traveling(!) and other two are not sure how they can add any value to this discussion. They feel that they could be targeted (for what?!) during the event and do not want to participate.

I really do not know who these people are but by not being part of any such initiative either reflects their incompetency as leaders or their inability to understand the ‘true’ capabilities of PR and the ‘real’ value PR brings to the table. I have been shouting from top of my voice about the need for having Piyushs and Prasoons for our industry, but I don’t see anybody coming even close to Pradeep! Do you know Pradeep? I bet you don’t. He runs a successful medium sized advertising agency with three offices in India and one in Dubai with a billing that I presume three times the largest PR agency in the country does! I hope you are getting my point.

The thing is, I don’t see any reason for our PR leaders to remain in cocoons and not share their views. I have interacted with almost everyone of them and I am pretty sure that at least one of them (if not more!) has the capability to be our ‘Hero’ and lead the industry with the correct ‘perception’. What a paradox! The very business that build reputation of corporations, governments and leaders is in dire need of reputation management.

It’s time for me not to carry this discussion forward, as I see it is a futile exercise.

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