Young Pride Challenge

PRCAI, ICCO and Reputation Today announce the Young Pride Challenge

Aims at encouraging campaign planning and nurturing leaders of tomorrow

The Public Relations Consultants Association of India (PRCAI) and the International Communications Consultancy Organisation (ICCO) in partnership with Reputation Today, India’s only print magazine for communications professionals, are pleased to announce the Young Pride Challenge, which will see two young PR professionals flown to the ICCO Global Summit in Dublin, Ireland.

The Young Pride Challenge has been set up to encourage campaign planning and bring to the fore young professionals who are the leaders of tomorrow. A team of two professionals will respond to a brief in a record time which will be evaluated by a jury. The brief will be available on the PRCAI and Reputation Today website by noon on March 15th. The winners will be publicly announced at Influence Now Communication Conclave on 30th May and will be funded to travel to the summit.

To be eligible for the challenge both team members should be born on or after January 1st 1983 and should have valid passports. The contest opens on 15th March and the last date to submit the campaign plan is 30th March. The jury will decide the winners by May 10th and the winners will be informed by May 30th in order to make visa and flight arrangements. The two winners will have the opportunity to join PR and communications leaders from around the world at the ICCO Global Summit, which takes place in Dublin, Ireland on 4th – 5th October.

The ICCO Global Summit is an annual conference featuring keynote presentations, insightful panels and advanced networking which focus around PR industry challenges and innovations. The theme for this year’s event is: Innovate | Engage | Evolve: Leading in a transformational world.

The prize includes a round-trip flight ticket and visa costs supported by PRCAI, a two-day delegate pass to the ICCO Global Summit supported by ICCO and stay for three nights in Dublin supported by Reputation Today and its partners including the School of Communications & Reputation (SCORE). The winners also get complimentary access to one edition of PRAXIS of their choice.


The Case – 2018

National United Bank (NUB), a trusted national bank in India, has been hit by a case of fraud that amounts to 1000s of crores.

Lenders reportedly gave out loans based on Letters of Undertaking and guarantees authorised by NUB employees. These loans were given despite previous loans taken by the same borrower, with repayment to the Bank pending. This was done over several years, and the whole operation remained undetected.

A number of people from the Bank said to be linked to the fraud have been arrested and properties have been seized. The fraud is said to be the biggest to have ever hit an Indian lender. The quantum of fraud being unearthed has been rising and the Bank’s stock has taken a hit. 

NUB needs to repair and rebuild its relationship with its stakeholders. The Bank is under scrutiny for not being able to detect what was going on, and people’s money is at stake. The Bank also needs to repair the damage done to its reputation – having been associated with a fraud of this scale and nature.

Devise a strategy that will help National United Bank retain its investors and customers. NUB needs to rebuild goodwill for potential customers, as well as repair its reputation – aimed at the general public. It needs to engage with the Government, and work on investors’ affinity for the Bank. NUB must retain and rebuild trust among all its stakeholders – the main focus being on its existing customers.

Rules and Rewards

  1. A team of two professionals will respond to the brief above in a record time which will be evaluated by a jury. To be eligible for the challenge both team members should be born on or after January 1st 1983 and should have valid passports.
  2. The team will send the plan in a word document with Young Pride Challenge in the subject line to team at reputationtoday dot in with a copy to jayoti dot lahiri at prcai dot org and both the team members.
  3. The prize includes a round-trip flight ticket and visa costs supported by PRCAI, a two-day delegate pass to the ICCO Global Summit, supported by ICCO and stay for three nights in Dublin, supported by Reputation Today and its partners including the School of Communications & Reputation (SCoRe). The winners also get complimentary access to one edition of PRAXIS of their choice. This does not include travel and stay.

Why under 35?

There is a list for 30 under 30 and a list for 40 under 40. Somewhere, those in between get missed out in gaining recognition.

35 is the age when most professionals are completing a decade of work experience and stepping into leadership roles.

The crux of Public Relations is case studies and campaigns which is not an aspect several professionals are familiar with. We want to bring the culture of solving a case back in vogue.

Hence the Young Pride Challenge and the ABC Prize. These are aimed at those in the vicinity of the ten-years experience mark. The prizes are also those that worthy communicators above this age bracket can afford with some planning and investment. We believe exposing three young professionals to international conferences is a great honour for them as well as for those aspiring to enter the profession and make a mark.

For further information, please contact:

Jayoti Lahiri, Secretary General, Public Relations Consultants Association of India

Phone: +91 124 4290 174, Mobile: 9810502575

Email: jayoti.lahiri@prcai.org