00:00If you look at evolution of CSR in India, you would realize that it was never about a percentile of
00:05the profit.
00:09Kind of a query or kind of a question.
00:13Is this not a way of PR?
00:18Nice question.
00:20Is there.
00:22Direct answer is there.
00:24The question is, how many people are utilizing this as PR?
00:27See, which industry in the world today is devoid of PR?
00:37There is not a single industry in the world which is devoid of PR.
00:41I would say the recent protests that we saw was PR driven.
00:47Okay.
00:48Right.
00:49So if you take the element of PR out, which in our area of conversation that we are having is
00:58basically brand building and brand positioning.
01:00For example, how do you know Tata's is a very responsible company?
01:06Because one of the basic facts to understand Tata's is that majority of their stock shareholding is not with the
01:13Tata's but with the trust.
01:14Right.
01:15But how do you know this?
01:17Because somebody told you at some point of time, right?
01:20Because somebody told me or my team here that this is the way it happens.
01:24I can call it PR.
01:27Nobody can stop me from saying because I have read articles where people like Akash or anybody great right has
01:35written about the ethics of Tata's about how they've ensured that the profit of the company is utilized for social
01:43good.
01:44And to ensure that the family decided to have separate trust like the JRD data trust or the data trust
01:50and on and how the profit goes to the trust.
01:52The trust is dynamic in its nature because I'm not doing public advertising for Tata's but I'm just giving you
01:57as an example.
01:58And they have various, you know, domain experts in them who bring a lot of authority and they are working
02:03towards it.
02:04But a good corporate governance can be given by a trust also. They're showing that.
02:09But how do you and I know that?
02:10Yeah. Because there is PR.
02:14Because somebody somewhere spoke about it.
02:16Nobody told me.
02:18Right.
02:19So if we are hearing it and today we say no, this is PR, this is not CSR.
02:27I don't mind it.
02:28See, this old analogy that you can sugarcoat a medicine.
02:33Yeah.
02:34But the sugar should not be more than the medicine.
02:36Right.
02:37Problem here.
02:38What are you doing?
02:39What are you doing?
02:41What are you doing?
02:41What are you doing?
02:41What are you doing?
02:41What are you doing with the material quality?
02:43The material will speak for itself.
02:45And then nobody is stopping.
02:47And there are enormous examples in industries where you will find that there are positive PR stories.
02:54And I think it is a great weapon.
02:56I think it is a great force multiplier where if you are doing something really good and if there is
03:06a way or a channel to disseminate that information into others so that others can replicate, why not use PR?
03:13It means in our company, we have a dedicated media team, which looks at all the good projects happening in
03:20the country, they develop videos, they take the information forward, they send it to people and we keep getting queries
03:26from people that you know, why not I?
03:28Why can't I do this?
03:30Why can't I do this?
03:30In some of the premium most organizations in the world country have come together and said that why can't you
03:35do it for us?
03:36And how has that happened?
03:37Because you have reached out.
03:39In today's world, ignoring PR may be disastrous, but do it for the right cause.
03:44Do it for the right reason.
03:46If PR is the reason, then there is a problem.
03:49Okay.
03:50But if PR is a tool to advance and to propagate what you have done good, why not?
03:56My question is that.
03:58Yeah.
03:58So I don't think it is only PR.
04:02Well, if some companies have utilized that for PR advantage, as long as the spine and the ethos was good,
04:08I'm okay with it.
04:09But if some companies have utilized, I have no way to insuring it.
04:14I'm only being speculative.
04:15If some companies have done something only for X and they have done a PR of 10X.
04:22Well, then the stakeholders should ask the right questions and I'm sure at some point of time they will be
04:26put to books.
04:28This is just 1%.
04:29The other 99% is in the full podcast.
04:33Watch it on the channel.
