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Diaspora has become the top 10 per cent earners in adopted countries buying premium products

Diaspora Public Relations is the most emerging trend to effectively reach out to the diaspora populations for business and political benefits and the universities and other educational institutes in India should chalk out courses to meet the dearth of professionals in this emerging area, Dr. Vedmurthy Sarvotham, an international PR and Marketing specialist and trainer, has observed.

Addressing a webinar on "New Trends in Diaspora PR" as part of the National Public Relations Day celebrations organised by the National Public Relations Society of India (PRSI) Hyderabad chapter on Sunday, Dr Vedmurthy said: "The less number of ethnic groups that left their homelands to make another country as home became powerful in purchasing power and policy influencing. They became the top 10 percent earners in adopted countries buying premium products. This became the diaspora market segment which is a very important prospect. Corporations started diaspora PR and Marketing departments with skilled employees who can connect with this group. Emotional and cultural connections became bridges for business growth in this process."

Dr Vedmurthy, who worked with giant corporate and business firms such as Boeing Group, Western Union, RIA Financial, SWiFT Banking Network, Reckitt & Benckiser, UB group, Rallis (Tata) and Wyeth Labs, said that there is a shortage of professionals who can handle diaspora PR work, particularly events to win the hearts of the diaspora populations. "This new concept moved to election campaign process management. political parties started connecting ethnic diaspora with an understanding of their culture and lifestyle. Though the number of diaspora members seems very less if it consolidates as one umbrella it is quite big which can a marginal increase in business and votes apart from switching from the competition."

The PRSI Hyderabad chapter chairman, Dr. Ramu Suravajjula, who chaired the session, said that private and public educational institutions should understand the importance of the Diaspora PR and come up with a suitable curriculum without dilly-dallying. This lecture was conceptualized in tune with this year's PRSI theme for the National PR Day- "G-20 and Indian Values and PR Perspectives."

The National General Secretary of the PRSI, Mr. Y.Babji said that the PRSI has been at the forefront in taking up issues and topics of public importance as the theme of the organisation's yearly celebrations. The PRSI Vice-President (South) Mr US Sarma made the opening remarks while the Hyderabad chapter Secretary Mr. K. Yadagiri proposed a vote of thanks.

Many working and retired PR and Corporate Communication professionals took part in the online session.


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