Why is PR still being treated like it's 1985 – and how do you fix it?

If your clients or organisation still thinks PR is just about "media coverage”, then you are not alone.

It's backed up by the new PR Agency Insight Survey 2025.

In this full episode below (15 mins), I'm chatting with two PR leaders from India’s independent agency scene – Komal Lath (Tute Consult) and Tarunjeet Rattan (Nucleus PR).

We talk about how they explain PR is more than press releases, we discuss ways of proving ROI to stakeholders who don’t get it. We also discuss where PR should fit in an organisation (in-house or agency) and of course, we talk about AI and what they are doing with it.

As always, I'm not interested in just theory but solutions, and Komal and Tarunjeet have some fascinating ideas.

This episode is for you if:

• You’re tired of explaining that PR is more than press releases.

• You’re struggling to prove ROI to stakeholders who don’t get it.

Timecodes:

[00:01:30] – The outdated perception problem: PR is still seen as "just media"
[00:04:53] – The real reason ROI is broken in PR – and how to shift it
[00:05:58] – Why PR should report to the CEO, not marketing
[00:08:23] – How to explain “modern PR” in one sentence
[00:09:32] – Using integrated PR+ads for ROI clarity
[00:11:21] – AI: What the data says, and why human input still matters

GUEST

Komal Lath - https://tute.co.in/
LOCATION: Mumbai, India
Tarunjeet Rattan - https://nucleuspr.in/

LOCATION: Bangalore, India
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