Brands continue to lose value by running public relations and marketing as separate operations with separate suppliers and separate calendars, according to Crosshairs Communication, the New Delhi-headquartered agency founded in 2005.
The agency, which operates as an integrated PR marketing company across public relations, social media and influencer work, says the most common pattern it encounters among new clients is a press announcement, a social campaign and a creator activation that were planned independently and arrive across three separate weeks.

Each of those things is weaker alone than it would have been alongside the other two," said Stuti Jalan, Founder and Managing Director of Crosshairs Communication. Somebody sees a creator post, looks the brand up, and finds a real publication has written about it that same week. That sequence is what changes a person's mind. Spread it across a month and you have paid for three separate impressions instead of one argument.

The agency has kept public relations, social media, influencer marketing, events and reputation management within a single team since its founding, at a point when most Indian agencies were separating traditional PR from digital practice.

Crosshairs points to measurement as a second area where the separation causes problems. Marketing teams are generally held to performance metrics, while public relations is frequently reported through advertising value equivalency, a method the agency describes as discredited and misleading because it values coverage by physical size rather than by relevance to the audience that matters.

The agency added that integration matters most during difficult periods, when a brand's press position, its social channels and its creator partners need to be saying the same thing within hours rather than days. Inconsistency across those three is among the most common ways a manageable issue becomes a larger one.

The agency recommends that brands measure public relations through share of voice against named competitors, message penetration across coverage, movement in branded search volume following significant placements, and inquiries that reference where the customer encountered the brand.

A large rupee figure in a slide is not evidence," Jalan said. "Share of voice against your competitors is evidence. So is a jump in people searching your name in the week after a story ran. Those numbers are less flattering and considerably more useful."
Crosshairs has worked with brands including Kiehl's India, Crocs India, Cornitos, OBEETEE Carpets and Accor India and has handled communications for the India Today Conclave for close to a decade across its Delhi and Mumbai editions. Crocs India has publicly credited the agency with a relationship running more than ten years and with adapting the brand's communication for new-age media alongside traditional outreach.

The agency received a gold at the India PR and Corporate Communications Awards for Most Innovative Storytelling in PR in the Digital Age for the Social Fabric auction campaign with OBEETEE and a silver for Best Use of PR by a Corporate for the India Today Conclave.

Brands seeking an integrated approach to public relations and marketing can contact Crosshairs Communication through its New Delhi headquarters or Mumbai desk

Visit Website: https://www.crosshairscommunication.com/public-relations-services