ICT Education

Jaideep Shergill, CEO - MSLGROUP, INDIA

Jaideep Shergill,
CEO - MSLGROUP, INDIA

“Today no agency can ignore the integrated communications model. The days of pure media relations are over. Now, it’s all about delivering holistic communications using all the tools available – media relations, events, digital and social, design, etc.There are two key factors for this sudden transition - the first being the increase in number of stakeholders, as well as the change in their nature. Earlier, brands pretty much concentrated on their customers. Today, the communications strategy must keep in mind employees, vendors, policy-makers, influencers and the community as well. The second isthe breakdown of the traditional media model that implies that we need to reach stakeholders using other mediums. This requires the development of new skill sets and staying ahead of the curve as these new mediums evolve.”