India is highly conducive market to foreign brands; this factor has played an integral role in entry of many multinational brands to the Indian market. Successful launch and sustainability of the brands in India, largely depends upon the PR agency firm hired for the Indian market. PR agencies should be equipped with various tools and tactics to help these brands. As it is noted that, continuous evolution in the marketing sector is changing the fate of the successful public relation agencies in India. The future lies in the integrated approach of marketing. Agencies that will adapt the change and master the strategies of new age communication will rise above the competition. Ideally, PR agencies should possess the following qualities to stand out in the market -  1. The art of story- telling for their clients and themselves 2. The ability to understand the business objectives. 3. Expertise in multi-channel content creation and execution 4. Create campaigns and strategies th