MUMBAI: Former IPAN president Rajiv Desai who made
his exit to start his own independent communications outfit intermittently
named 'Comma'- the full form being communications management, explains
why this move and his future plans on this initiative.
Desai explains that the public relations industry
at large has evolved to a stage where it needs to take a frog leap.
According to him, the communications industry needs to get specialised
whereby different strategies need to be put into use for different
sectors of the industry. For instance the HRD sector has its own ways
and the banking sector needs to be dealt with very differently.
In his early days, Desai started a paper called India
tribune in the US, which he says is still flourishing. His return
to India saw the set up of IPAN. Comma will be Desai's third start-up.
Speaking on the same, Desai says, " This is my third set up.
Comma means making sense of jumbled words; it also means a pause which
therefore signifies continuity."
Desai has some big plans lined up, the details of
which he is not ready to reveal as yet. But he feels his experience
in the communications industry will definitely help him in good stead.
