Connect with us

Business

‘Pricing, industry connections and influence playing key roles in SL’s PR industry’

Published

on

Ninety seven per cent of the respondents in a survey of Sri Lanka’s PR industry carried out in October by the Asia-Pacific chapter of the Public Relations and Communications Association (PRCA), the world’s largest and influential PR body, state that the local PR industry has got competitive over the recent years, with pricing, industry connections and influence playing a key role instead of talent and innovation.

Twenty five out of 33 professionals cited that their clients ‘somewhat’ understand the true potential and impact of PR, and that the pandemic and recent economic events have pushed companies to manage their reputation proactively, a PRCA-APAC press release states. The survey was carried out to understand and inform on the state of the PR industry in Sri Lanka. The survey was carried out among 33 leaders and senior executives from over local multinational PR agencies.

The press release adds: ‘The findings give a hint that despite being a niche industry, the PR profession and landscape in the country is poised for exponential growth given that some of the diverse challenges and suggestions are addressed timely. We at PRCA APAC will actively be involved in uplifting the standards together with the agencies and other stakeholders,’ said country representative Thanzyl Thajudeen MPRCA, who curated and led the initiative.

‘Print topped as the most preferred channel among clients (79pct), followed by online, social media, TV/radio, and others. However, 42pct mentioned their clients citing print PR as not effective at some point with 33pct strongly advocating that print is very much here. When it comes to which channels their agencies promote, online surpassed print slightly by 12pct.

‘Most of the clients were seen engaging with on-going PR activities, followed by reputation building, brand positioning, crisis response and mitigation, and internal communications. 88pct of those surveyed have been involved or encountered clients requesting crisis response PR strategies with 76pct mentioning internal communications plans.

‘The challenges their clients were facing include budget cuts (91pct), exchange rates (64pct), import ban (55pct), and retaining talent and finding customers (50pct). Agencies cited client budget cuts (94pct) as the biggest concern faced with the present volatile situation, followed by convincing clients the crucial role PR could play, payment delays, and employee turnover.

‘However, 67pct cited that proving and justifying ROI and value of PR is the greatest challenge with the need to have more measures, tools and insights in place.

‘Despite the many challenges and half of the respondents feeling a burnout in their role, the PR industry is very optimistic. 79pct stated that there are many new areas to learn within the discipline, citing that PR is becoming more social than digital and that it also requires an approach backed by analytics, accountability and ethics.

‘This was well reflected when asked as to why they work where they work. Learning (79pct) superseded all other factors such as agency reputation, networking, compensation, networking, job mobility, and workplace environment. 72pct have also taken up self-paced learning activities recently, including networking with other industry peers in the last 12 months.

‘ PR professionals cited that the industry needs to work more towards knowledge sharing, collaborations and partnerships, and talent and capacity building (73pct), with nearly half of them suggesting the need to uplift its ethical standards.

‘Many voiced the need to address and change the misconceptions among clients and society at large of what PR really is, going way beyond the traditional ‘media release’ sense, and that a solid educational or vocational framework is required to help aspiring students and professionals alike to comprehend and understand this lucrative profession in its right essence including ongoing knowledge transfer and training sessions among all agencies involved in the broader spectrum of communications.’

The Public Relations and Communications Association (PRCA) is the world’s largest professional PR body.

We represent more than 35,000 PR professionals in 82 countries worldwide. With staff in London, Hong Kong, Dubai, Singapore, and Buenos Aires, we are a global advocate for excellence in public relations. We also manage the International Communications Consultancy Organisation (ICCO) – the umbrella body for 41 PR associations and 3,000 agencies across the world, and LG Comms – the UK’s national body for local government communicators. Additionally, we support the delivery of the Motor Industry Communicators Association (MICA). The Sri Lanka representative can be reached via srilanka@prca.global.



Continue Reading
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Business

Sri Lanka’s 2026 economic growth predicted to be around 4-5 percent

Published

on

Dr. Nandalal Weerasinghe; ‘Growth prospects okay’

Sri Lanka’s economic growth for 2026 will be around 4-5 percent, Central Bank Governor Dr. Nandalal Weerasinghe said.

The Governor indicated the estimated economic growth while announcing the Central Bank’s policy agenda for this year, last Thursday.

‘The Central Bank’s 2026 growth estimation is higher than the growth prediction of the IMF and the World Bank and is achievable, the Governor told the media while announcing the Central Bank’s policy agenda for 2026.

Dr. Weerasinghe added: ‘The Central Bank will introduce a benchmark intra-day reference exchange rate this year to ensure transparency in the foreign exchange market.

‘The absence of a reference exchange rate has held back the expansion of the Sri Lankan forex market and discouraged the trading of rupee-denominated derivatives Governor said.

‘The Central Bank last year carried out the necessary preliminary work to implement the benchmark spot exchange rate.

‘The benchmark intra-day reference exchange rate will be introduced in 2026 to foster a transparent foreign exchange market.

‘This benchmark will guide market participants, help reduce volatility and promote more competitive pricing on a given date, thereby enabling the introduction of more innovative products in the foreign exchange market.

‘Sri Lanka’s foreign exchange market has limited derivatives like currency swaps and options aiming to deepen markets and attract inflows.

‘However, these instruments failed after a lack of reliable reference exchange rate amid concerns over excessive speculation, rupee over-appreciation risks and interventions distorting clean floating rates.’

Meanwhile, currency dealers welcomed the move and said it will help to deepen the market.

“This will expand the market with more products and promote rupee-denominated derivatives, a currency dealer from a local bank said.

“It is something the market wanted to fix in derivative prices. This is a pricing mechanism for the rupee, he added.

By Hiran H Senewiratne ✍️

Continue Reading

Business

Sevalanka Foundation and The Coca-Cola Foundation support flood-affected communities in Biyagama, Sri Lanka

Published

on

With funding support from The Coca-Cola Foundation (TCCF), the Sevalanka Foundation has launched a humanitarian relief programme to support flood-affected communities in Biyagama. The initiative focuses on restoring access to safe water, healthcare services, and essential public facilities during the critical recovery period following the Cyclone Ditwah.

Working closely with the Divisional Secretariat, the program prioritizes the cleaning and rehabilitation of contaminated dug and tube wells, helping address the urgent post-flood challenge of access to safe water. This intervention will also support the cleaning and reopening of essential public spaces, including schools, and Grama Niladhari (GN) offices, enabling authorities and communities to resume daily activities safely. The Sevalanka Foundation and TCCF, as part of the initial response, have also donated water pumps to the Divisional Secretariat to support immediate water extraction and clean-up efforts.

In addition, as the second main component of the project, and based on the guidance of the Medical Officer of Health (MOH), support is being provided to MOH-operated healthcare facilities to restore access to emergency and essential medical services. This support includes sanitization, debris removal, hazard stabilization, and the provision of emergency medical supplies such essential medicines and hygiene products. Medical camps staffed by doctors and senior nurses will be conducted through MOH offices to provide prioritized groups of persons with health, nutrition and hygiene related relief items.

Continue Reading

Business

Bourse radiates optimism as UK grants tariff-free concession to local apparel exports

Published

on

CSE activities were extremely bullish yesterday mainly due to the UK government’s announcement on tariff free access for local apparel sector exports into the UK coupled with Central Bank Governor Dr Nandalal Weerasinghe’s positive outlook on the economy this year.

Amid those developments the turnover level also improved and the All Share Price Index moved up to the 23500 mark during the trading day.

The All Share Price Index went up by 127.17 points, while the S and P SL20 rose by 56.75 points. Turnover stood at Rs 8.5 billion with 18 crossings.

Top seven crossings were: LOLC Holdings two million shares crossed to the tune of Rs 1.18 billion; its shares traded at Rs 575, Renuka Agri 45 million shares crossed to the tune of Rs 594 million; its share price was Rs 13.20, Sampath Bank 1.4 million shares crossed for Rs 215 million and its shares traded at Rs 154.35, Renuka Holdings 1.5 million shares crossed for Rs 75 million; its shares traded at Rs 50, Hayleys 200,000 shares crossed to the tune of Rs 41.3 million; its shares traded at Rs 207, Tokyo Cement (Non-Voting) 400,000 shares crossed for Rs 37.8 million; its shares sold at Rs 50 and NTB 100,000 shares crossed for Rs 326 million; its shares sold at Rs 326.

In the retail market top seven companies that contributed to the turnover were; LOLC Rs 340 million (591,000 shares traded), Sampath Bank Rs 310 million (two million shares traded), Renuka Agri Foods Rs 275 million (19.4 million shares traded), ACL Cables Rs 238 million (2.3 million shares traded), Overseas Realty Rs 215 million (4.9 million shares traded), CIC Holdings (Non Voting) Rs 180 million (6.3 million shares traded) and Wealth Trust Equity Rs 132 million (8.2 million shares traded). During the day 269.3 million share volumes changed hands in 47852 transactions.

It is said the banking and financial sectors performed well, especially Sampath Bank, while a top diversified company, LOLC Holdings, also performed well.

Yesterday, the rupee opened at Rs 309.15/30 to the US dollar in the spot market relatively flat from Rs 309.10/50 the previous day, having depreciated in recent weeks, dealers said, while bond yields opened higher.

The telegraphic transfer rates for the dollar were 305.8500 buying, 312.8500 selling; the British pound was 409.7568 buying, and 421.1186 selling, and the euro was 354.0809 buying, 365.4441 selling.

By Hiran H Senewiratne ✍️

Continue Reading

Trending