 Time for the last keynote and indeed the last session of the day our imminent speaker logging virtually all the way from Bulgaria Please join us as I welcome. Mr. Maxim Behez CEO M3 communications group Inc Greetings, everybody Must say those two I hope you hear me. Well, but I'm moderator. Do you hear me? Well is the connection good? I beg your pardon. You are audible sir. Perfectly audible invisible. Can we continue with the presentation? I come from Bulgaria indeed, but best regards from the small city of Toledo in Spain where I spent a couple of days for holiday and I'm Honored to join this beautiful and so fruitful conference Which I followed for the past two and a half three hours and I thank you for the very very professional input From all the participants. I can agree with some of them. I cannot agree with some of them but More or less, this is very important that you guys in beautiful Delhi in my favorite India Have such a good conferences to exchange your ideas normally if you agree or not But I hope you all realized That now it's the year of 2023 Amazingly important the year changes after covid after artificial intelligence as my good friend mean another he was talking after All the changes in the communication Signature three and the war in Europe which we have now and it's changing a lot of things around us But most important is that our business public relations and it was visible from all the speeches of the party participants Before me changed in a way that we now we are in a completely different different Business, maybe it's even not called public relations. Maybe it's called real-time Relations, maybe it's called real-time media management or maybe it's called a Social relations, it's not any more public relations because everything is public This is the main change which I call in one of my latest books a best seller on Amazon revolution and Title of the book with the global PR revolution First and the most important change of course as it was mentioned from the speakers before all we are media all we are media and How it reflects to our business the public relations experts We my friends are not any more consultants, but we are decision-makers Because time Time of the action time of respond time of taking decision is the most important criteria of our professionalism We might be the best professionals in the world if we don't react in a couple of minutes If we don't react immediately to some posting concerning our clients concerning our companies concerning the world the environment In time I mean time couple of minutes then be professionals Many years ago. I wrote one of my books with the rules for the public relations business the rule number one was The worst decision is better than no decision The more time cuts the more the world is developing and our business is changing I'm more than sure about this rule which I wrote about 15 years ago The worst decision is better than no decision. That means that we must take decisions now So we are now decision-makers not consultants. That's the most important change imagine a client has a crisis and We call the client and he calls the boss and the boss calls another company Or the boss at the other company goes the biggest boss So it will take two hours until then the picture Landscape of the anti-fower clan will be completely changed and completely different so again the time of reaction is the Best and the most important criteria for our professionalism the time of reaction Of course, it's easy to say, but it's not very easy to do because In order to be a decision-makers that means first of all completely different business secondly completely different knowledge and preparation in advance we must read we must know we must Research and study in detail the social media in a way that we really know how react from that perspective and not changes our relations or whatever call it these days is That we are not anymore a breach between our client and media You know how it was our client comes to the PR company sometimes Also in your beautiful. Yeah, maybe still exists, but PR client comes to the PR company and We approach the media and then through media we reach the clients It's not any more like that my friends because we are the media We know how to manage the media of our clients. We still have from time to time cases The client comes to our offices and I'm sure that you have the same case as well the Erdosto and they say Mr. PR expert or Mr. Behara, whatever we would like to have a PR service But no social media because my secretary is very good Facebook Or my secretary puts pictures on Instagram and they're very nice pictures. They're strong This is wrong because we are the experts. We know how to manage the content So we are not any more the breach between our clients and the media because we Represent the media and also we represent our clients in front of public The other change which I really feel it's a revolution is that the public relations acts today are very sophisticated chemistry Between publishers editors and reporters and nothing else Publishers because we are media This is the definition of a publisher someone calls media Editors of course because we take care of the content and we take care very careful and very professionally of the content We are the editors the editors take care of the content really we are reporters because the Characteristic the definition of reporter is someone who finds news If we put anything on social media even on traditional media without news Then it will not be interesting then it will not be read then it will not be republished So we are a chemistry between publishers Editors and reporters Big change in our business is that There is a globally world light. There is a very fast Merge between the three most important elements of the community public communications business Advertising public relations digital So those three elements are emerging very fast into one and There is a big fight Who will be the leader of the future business? Because it is already one business Advertising public relations digital no matter that Very often we have different companies, but at the end of the day. This is one and same business Link for one and the same target better promotion better branding better sales For hands, but there is a fight Because a lot of people have mixed feelings who will be the leading in the future business some say Advertising and the advertising people say I'm sure in India is the same. We are the leaders Because we own creative we own the media bank. We pay the media The best money because that's the reality, you know, the advertising can generate the best Turnovers there's revenues Then digitals they say, oh, no, no, we are the leaders Because without us without our tops without our applications without our involvement in the website Search engine optimization and all those details guys will be zero but then I say Public relations business will be the leader of the future big united business and the reason is very simple We are the masters of the content We own the content You can have the best application. You can have the best stuffs. You can have the most important biggest budget for media without content The product is zero without content. You can look we cannot do anything So we public relations experts are the managers of the content and then Let me go back to the base power business The very base like every building has a base and then you start building on the top of the base no matter what materials or design You will use what color of the breeze or What color of the walls The base is the most important and to be honest the rest of our business is Still and it will not change never ethics transparency freedom of expression freedom of taking decision of media freedom of writing freedom of creation but ethics and full transparency and freedom are the very base of our business details are very important and the more Experience is the person I think the professionals The more we should take a look the small details because they can ruin they can devastate even our business I have a very good example How people should put Their attention on details You know for sure Conrad Hilton. He laid Conrad Hilton. He's not any more alive, but he's the founder of the famous Hilton Hotel network and about 20 years ago. He was a guest in jail on a show and At the end of the conversation Jalen sent Mr. Hilton you have 15 seconds 20 seconds to say to the viewers To our friends 20 million people 25 million people are watching this show The most important thing in your life. You have the camera So Mr. Hilton look at the camera said dear guests of Hilton hotels When you take a shower He put the carton in inside the bath because a lot of people a lot of water is waste outside Thank you very much Mr. Hilton Who owned hundreds of hotels all over the world? The most important thing was to save the water Put the curtains Inside the bathroom so we own and it's a brilliant example How all we public relations experts should Look at the details providing our Strategies our programs providing our Service to the client and let me finish with one of my rules I mean I have a lot of rules and and laws which I created all over the years published in many many books and millions copies Sold all over the world including the one in India This is the 3s 3s is something which is driving my business is driving my behavior with my clients and with my team and 3s means Speed simplicity self-confidence Full speed. I talked about secret speed at the very beginning speed of answering the speed of taking decisions Speed of learning new things speed of serving the client speed of giving the advices the faster Better be afraid of mistakes. Don't be afraid of wrong decision the faster the better Simplicity the same desk We are overloaded with millions of Information's hundreds of thousands of females Whatever simplicity we should implement making our priorities If we do today three things not 300 then it will be done much better than 300 not done or done partly and then my friends the Self-confidence I don't know anybody who can succeed without self-confidence without trusting her abilities and knowledge and Providing good service to the client going back to the beginning can I'm with this I'm finished Remember this is a new business new name with new abilities and this makes our life much more beautiful because in one life We change at least two types of businesses Shukria, and I will finish with my favorite phrase in Hindi, which I'm using always Apai a Harai Shukria. Thank you, Mr. Bahel It was indeed a very enthralling session We look forward to see you very soon in Delhi as we speak and In case anybody has any questions for Mr. Bahel, please do share with us. I think this will be all Thank you for your time And congratulations Yes Yeah, I said thank you for your time I asked and we look forward to see you and congratulations for the evening. We we are very delighted to We cannot share it officially, but we will be happy to share in the evening the new developments that is going to take place Mr. Chairman, let me tell you just two words. I cannot wait to come to my favorite Delhi I wanted very much to be with you tonight, but I promise I mean no matter Who will win who will be awarded the awarding ceremony of a public relations expert? It's a big event always and everywhere But I cannot wait to come to spend a good evening with you to have a glass of beer or a glass of wine and Talk about the most beautiful and the most dynamic business on the planet earth today Absolutely, sir. It will be on my honor and thank you for your time Thank you. Thank you very much. So that brings us to the end of the 13th edition of Indian PR and corporate communication conference and We thank you the day largely covered You know things about the Changing shift and dynamics of PR towards artificial intelligence and the role of marketing So I would like to thank each on every one of you to you know make it here and spend quality number of time I hope there were some key learnings. We hope to see you in some time So we just gonna we'll request everybody to vacate the hall so that they can do the whole Resetting and we'll start out with the awards. Thank you