Media Vichar Manch

BPO public relations in top gear

The fallout of BPO stories in HT and other papers continues. The pink press is all out to help BPO and Nasscom in their damage control exercise. Sample this front page anchor in ET of Oct 28, 2005:
"Non-voice in BPOs gain ground over voice processes with 75 % growth"

The opening para says that non-voice business in ITES sector is SET TO OVERTAKE the voice business......has ALREADY SHOWN an overwhelming growth of 50-75% over the last year.

Couple of paras down we are told WIPRO PLANS TO INCREASE THIS NUMBER (NON VOICE BUSINESS) TO 40 % IN A YEAR'S TIME. Then there is quote from HCL BPO , whose current non-voice business is 30 % - THIS WILL INCREASE IN FAVOUR OF NON-VOICE PROCESSES OVER A PERIOD OF TIME.

The headline talks of 75 % non-voice growth, the lead brings it down to 50 to 75 %, and quotes to substantiate the story talk of
40% (Wipro) in a year's time and HCL (no figures given) over a period of time. Then from where did the 75 % figure come, on which basis the reporter saw it a sign of growing maturity of Indian BPO. ( as per the report, Global Vantedge is pllaning to increase non-voice business to 75 % in one year's time - in that case the story should have said so - This one wants to increase to 75% in one year's time, while others will scale up over a period of time)

Will the mandarins of Nasscom and BPO industry, who were trying to teach media a lesson or two in ethics only the other day, object to such "misleading" reports? What is the basis of saying the non-voice segment has seen 75% growth?

The real motive of the story is tucked in the third para, which tries to educate ET readers that non-voice processes are less stressing, workers can work in day time, and attrition rates can come down!!!!

Was wondering if I was reading newsletter of the BPO Forum or front page of India's most rspected biz broadsheeet.....

posted by Dinesh C Sharma @ 10:40 AM