S Venkat, Air India company secretary and general manager -- PR, said: "We chose Perfect Relations due to its technical competency; we had certain criteria such as turnover, experience of more than 10 years, overseas offices/affiliation and the financial bid."
Perfect said its responsibilities include media relations, image auditing, counsel and advice to develop an effective channel of communication with consumers, employees, the trade and other partners. All subsidiaries of Air India fall under this agreement. Perfect will coordinate with Air India chairman and managing director V Thulasidas and PR director Jitender Bhargava. Valerie Pinto, director of Western region at Perfect, said: "We will focus on streamlining communications, facilitating speedy responses to all media queries nationally. Currently, the problem related to Air India is its ability to react to local issues."
The agency's mandate includes projecting the correct corporate image in the light of the recent network expansion and Air India's fleet acquisition plans.
