Wing Communications, the Hyderabad-based digital, PR and social media agency has won the PR mandate for Colive, India’s leading co-living player. Wing Communications will be responsible for crafting and executing strategic PR campaigns and media relations for the brand. The objective of the partnership is to showcase Colive as the future of living and the preferred choice for urban millennials and young couples who seek smart, stylish, safe and serviced homes closer to their workplaces and colleges. Commenting on the partnership, Suresh Rangarajan, Founder & CEO at Colive said, “Wing Communications, with its expertise and experience in the PR domain, will play a crucial role in amplifying Colive’s vision and value proposition to our target audience. We are delighted to partner with them as we embark on our next phase of growth and expansion. Colive is on a mission to offer Colive residents an upgraded lifestyle with chic designs and contemporary interiors, premium amenities and hassle-free living. Wing Communications is the perfect partner to help us communicate this message effectively and efficiently.” Speaking of the association, Shiva Bhavani, CEO & Co-founder of Wing Communications said, “Colive is one of India’s leading and fastest-growing co-living and proptech players and we are thrilled to work with them on their PR mandate. We are confident that with our PR team’s expertise, we will be able to position the brand for optimal visibility and impact. In this collaboration, we will be creating and executing innovative, disruptive and seamlessly driven impactful PR campaigns that would help in building a strong brand recall and reputation for Colive in the co-living and proptech space.”

The dual nature of news and social media presents a double-edged sword. While these platforms serve as valuable tools for communication and information, they are equally vulnerable to manipulation and misuse. The widespread availability of data and the ubiquity of mobile devices have democratized access to information, enabling individuals to share their opinions and perspectives more freely than ever before. However, this ease of communication also amplifies the dissemination of misinformation.With the click of a button, false narratives can reach millions of users within seconds, spreading like wildfire across social media platforms. This unrestricted flow of information, coupled with the lack of stringent fact-checking mechanisms, exacerbates the problem of misinformation. As a result, distinguishing between fact and fiction has become increasingly challenging in the digital age.According to the recent Global State of the Media survey, approximately 58% of journalists cited ensuring content accuracy as their number one priority, ranking above exclusivity.“Where there is content, there is a possibility of misinformation and disinformation existing,” noted Jaideep Shergill, Co-Founder of Pitchfork Partners, adding, “However, this concern is particularly critical in India, given that we ranked highest in a survey among experts during the recent World Economic Forum. In this complex landscape, the public relations industry can be a key player in combating or at least minimising the spread of misinformation, and technology-driven tools can serve as powerful allies in this journey.”PR practitioners are utilising various tools and strategies to tackle this challenge. One approach involves the use of advanced technology tools such as artificial intelligence and machine learning algorithms to detect and flag false information.There are some arsenals available to fight misinformation. Listing some of these, Pooja Chaudhari, Executive Director, Concept PR, said, “With newer versions of generative AI tools, verifying the accuracy of information dispensed on social media will become even more challenging. As PR professionals, we are responsible for fact-checking all information before sharing it. I believe AI, if properly used, is a great technology to help weed out misinformation. It can be programmed to check for facts faster than humans can. At the same time, we must implement a system that authenticates all information that reaches us independently from multiple sources.”Jaideep Shergill cited some key tactics, saying, “Establishing the veracity of information sources serves as the foundational step in this endeavour. Trust, but verify. Equipped with the correct knowledge, we can act as vigilant monitors, tracking and addressing misinformation across social media platforms. Collaboration with the right stakeholders, including journalists, media houses, and relevant councils can further strengthen our ability to disseminate factual data and counter false information.”He further said that more often than not, misinformation thrives on dramatic narratives to appeal to a higher number of readers, which fuels its rapid spread. But while technology is the very facilitator through which misinformation spreads, it can also serve as a tool for PR professionals.“Today, we have at our disposal a plethora of AI options, which can be effectively utilised to course correct and counter emotional appeals with robust, accurate data,” he added.Shergill cited an example to explain this, “A notable example here is the World Health Organization’s ‘EARS’ (Early AI-supported Response with Social Listening), an AI-powered tool used to monitor online conversations about COVID-19. This helped the health agency obtain a comprehensive analysis of public sentiment around the pandemic. Using this approach, it was able to identify prevalent misinformation and respond swiftly in real time to assist people with the correct information. Such large-scale social listening would have been impossible without the strategic application of technology and tools.”Valerie Pinto, CEO, Weber Shandwick India, highlighted some strategies as well, stating, “Technology-driven tools offer promising solutions to combat this issue. Leveraging monitoring and detection through social listening tools, fact-checking APIs, chatbots, and virtual assistants, as well as implementing targeted social media campaigns and engaging fact-checkers, can prove invaluable in countering misinformation. Yet, as the use of the internet continues to rise, the prevalence of misinformation is poised to grow. In such a landscape, it becomes increasingly crucial to foster media literacy. By embarking on educational campaigns that empower users to critically evaluate information online, we lay the groundwork for a more informed and resilient digital community.”Tarunjeet Rattan, Managing Partner, Nucleus PR, noted, “A Google search will throw up several tools that will be adept at giving you data that throws up chatter, sentiment analysis, and more. A task easily done by any tech/ AI expert. The difference a PR professional makes to the mix is understanding what this data means, how it impacts the brand, when and where should the brand speak to address a misinformation crisis. This, along with understanding how the information is being escalated and how to put a stop to it. The PR team needs to spend their time understanding how to use this opportunity (yes, it is one) of being in the news to demonstrate the brand’s values and strengthen its reputation.”

Authored by Bhaskar MajundarThe Public Relations industry in India has experienced a notable journey of evolution, particularly in the aftermath of the pandemic. As India's economy expanded, the intricacies of business operations and interactions with stakeholders also grew. In an era characterized by rapid technological progress, Public Relations has undergone significant transformation globally. The communication landscape has seen a radical shift, propelled by the availability of data, widespread internet access, and the proliferation of smartphones, particularly post-pandemic. Today, the distinction between traditional outreach, video production, event development, brand marketing, media planning/buying, content creation, and influencer strategies is becoming increasingly blurred. The convergence of communications and marketing has created fresh challenges and opportunities. Presently, brands leverage social media platforms to announce rebranding initiatives, akin to the approach adopted by Fever FM, which undeniably generated considerable buzz.The communication industry in 2024 is indeed experiencing a significant trend towards consolidation, as evidenced by notable mergers and acquisitions reshaping the competitive landscape. Consolidation in the PR industry worldwide has significant implications, including those felt in India. As global PR firms merge and acquire smaller agencies, it reshapes the competitive landscape and influences market dynamics in India. Key developments such as Havas' acquisition of PR Pundit and WPP's merger of BCW and Hill & Knowlton into Burson reflect strategic moves aimed at enhancing market positions and addressing evolving market dynamics. Havas' acquisition of PR Pundit, leading to the formation of PR Pundit Havas Red, highlights the company's commitment to bolstering its public relations services in India. By integrating PR Pundit's expertise with its existing offerings, Havas aims to provide comprehensive communication solutions to clients, capitalizing on the growing demand for integrated services in the Indian market. Similarly, WPP's decision to merge BCW and Hill & Knowlton into Burson underscores the company's strategic realignment to consolidate its market presence and improve operational efficiency. This consolidation creates a formidable PR entity with a $1 billion valuation, positioning Burson as a frontrunner in the global PR landscape.Consolidation often leads to larger PR conglomerates with extensive resources and global reach. These conglomerates can offer a wider range of services, access to international markets, and specialized expertise to clients in India. This can potentially benefit Indian businesses seeking comprehensive PR solutions and access to global markets. However, consolidation also poses challenges for smaller, independent PR agencies in India. Increased competition from larger firms and decreased market share may squeeze out smaller players, making it harder for them to compete and thrive. This can limit diversity and innovation within the PR industry, potentially leading to less choice for clients and a homogenization of services. But consolidation may impact the quality of service and client relationships. As larger firms absorb smaller agencies, there is a risk of losing the personalized approach and client-focused service that smaller agencies often provide. Clients in India may prefer working with boutique agencies that offer tailored solutions and a more intimate client-agency relationship. Furthermore, consolidation could affect pricing and fee structures within the Indian PR market. Larger firms may have more bargaining power and economies of scale, potentially driving down prices and squeezing profit margins for both large and small agencies. This could lead to a commoditization of PR services and increased pressure to deliver results at lower costs.In terms of talent and employment, consolidation may result in job losses or restructuring as redundant roles are eliminated and operations are streamlined. However, it may also create opportunities for skilled professionals to join larger firms and access more resources for career growth and development. Overall, while consolidation in the PR industry worldwide may bring both opportunities and challenges to India, it is essential for stakeholders to adapt to the changing landscape. Collaboration, innovation, and a focus on delivering value to clients will be critical for PR agencies in India to thrive in an increasingly consolidated and competitive environment.In India, another notable change is the emergence of smaller boutique agencies amidst the consolidation trend adds diversity to the industry. While these agencies offer niche expertise and agility, they face challenges such as resource constraints and limited professional development opportunities. Addressing these challenges is crucial for sustaining the growth and competitiveness of smaller agencies while fostering a robust talent pipeline within the industry.The consolidation wave in the communication industry reflects broader shifts towards scale, efficiency, and adaptability in response to evolving market conditions. Strategic alliances and mergers serve as mechanisms for organizations to enhance their competitive advantage and navigate the changing landscape effectively. The consolidation trends in the communication industry underscore the need for innovation, agility, and client-centricity. As stakeholders navigate this period of transformation, the ability to adapt and thrive in a dynamic environment will be key to shaping the future trajectory of the industry. By embracing change and leveraging strategic partnerships, organizations can position themselves for long-term success in an increasingly competitive market.

Lintas Live, a digital-first creative PR agency, has won the PR and communications mandate for SOCIAL, the iconic flagship brand under Impresario Entertainment & Hospitality Private Limited. This partnership comes on the heels of Lintas Live's significant growth year and its outstanding track record in the retail and hospitality sector, making it the ideal choice to elevate SOCIAL's brand presence and expand its reach to a growing tribe of youth and innovative consumers. The brand was won in a competitive pitch process. Since its launch, Lintas Live has honed its expertise in garnering brands an unfair share of attention through ideas that are talk worthy. Leveraging its in-depth industry insights and creativity, Lintas Live will collaboratively work with SOCIAL to craft compelling narratives, engage key stakeholders, and bolster the brand’s loyalty among the youth.SOCIAL, India’s favourite neighbourhood café, is known for its unique and vibrant experiences. It is the preferred destination for young India to hang out, build connections and like-minded communities. With its innovative approach to dining, café culture, programming and a collaborative workspace, the brand has steadily gained popularity and scale over the years.On the appointment of Lintas Live, Divya Aggarwal, Chief Growth Officer, Impresario Entertainment & Hospitality Private Limited, said, “We are delighted to have Lintas Live onboard, an agency that exhibits an exceptional knowledge of our brand DNA and understands our growth priorities. We have aggressive plans for India, and we needed an equally agile, creatively bold, and strategically sound partner to achieve our aspirations. I believe Lintas Live, given its legacy and success, is the perfect partner for us.”Ameer Ismail, President, Lintas Live, commenting on the partnership, said, "We are absolutely excited to win and be entrusted with this mandate for SOCIAL. Our team is all-set to leverage our deep industry expertise, consumer understanding and deep knowledge of the hospitality industry and dynamics to further strengthen SOCIAL’s market position and deepen connections with its growing tribe of consumers. Together, we are eager to chart new heights in the realm of strategic communications, to elevate SOCIAL's brand presence and match the brands ambition with impactful PR and communications.”Lintas Live's portfolio now boasts a remarkable addition with SOCIAL onboard. This partnership reinforces Lintas Live's commitment to delivering new age integrated PR services and further establishes the agency as a go-to communication partner for leading brands in the retail and hospitality sector.

Lodha Ventures, an Abhinandan Lodha Enterprise, is delighted to announce the appointment of Mr. Mahesh Shah as President - Corporate Communications. Mr. Shah joins the organization, bringing with him a wealth of experience from his illustrious 37-year career with HDFC Ltd.Commencing his journey with HDFC in 1986, Mr. Mahesh Shah has played an important role in the growth and success of the Brand HDFC. With an impressive background in corporate communications and public relations, he has been an integral part of shaping the communication strategies for HDFC Ltd., the country's leading housing finance company and the most successful financial Conglomerate.In his previous role at erstwhile HDFC Ltd, Mr. Shah spearheaded the Corporate Communication & PR capabilities, showcasing his prowess in effectively managing communication strategies for a company of such magnitude. His journey with HDFC was marked by numerous accomplishments and recognition, reflecting his commitment to excellence and innovation in the field. Prior to leading the Corporate Communication and PR function, Mr. Shah contributed significantly between 1986 and 2009, providing strategic inputs and executing internal and external marketing communications and events for HDFC Ltd and its Group companies.In his new role as President - Corporate Communications at Lodha Ventures, Mr. Mahesh Shah will be responsible for overseeing and enhancing the cornmunication strategies of the company. His rich experience and strategic acumen are expected to contribute significantly to the company's growth and strengthen its position as a leader in the industry.Speaking on this new addition to the leadership team, Mr. Abhinandan Lodha - Chairman, Lodha Ventures said, "I am pleased to welcome Mahesh, a t'tan 'n the field of Public Relations, to our Ecosystem. With an impressive 40-year legacy of shaping perceptions and navigating the complexities of media communication, Mahesh's arrival marks a pivotal moment for our organization. We are looking forward to the wisdom and success that his seasoned presence promises to guide us in our endeavours."Speaking on joining the Lodha Ventures family, Mr. Mahesh Shah said, "I am thrilled to jo'n Lodha Ventures, an Abhinandan Lodha Enterprise. After 37 fulfilling years at HDFC Ltd., I am eager to bring my experience to contribute to the growth and success of the company. I look forward to leading the Corporate Communications team and collaborating with the talented professionals here to enhance communication strategies, strengthen the brand, and propel Lodha Ventures to new heights in the industry."

Verizon Communications announced the appointment of Stacy Sharpe as Executive Vice President and Chief Communications Officer, effective March 4, 2024. Sharpe brings more than two decades of corporate affairs and communications experience with a decorated career at Allstate. Overseeing Verizon's global communications organization, Sharpe succeeds veteran Communications Chief, Jim Gerace, who served at the company for 37 years and was critical to the formation of Verizon and to the company’s launch of every generation of wireless technology to date. Sharpe will join Verizon's executive leadership team and report directly to Chairman and CEO Hans Vestberg.“Verizon is one of the most recognizable and admired brands in the world. We have world-class assets that give us an incredibly compelling growth story to tell and a strong brand to evangelize and defend. Stacy brings unparalleled experience and credibility to do just that,” said Vestberg. “Her appointment is critical to our future as we look to differentiate ourselves and connect with the communities we serve. Stacy is no stranger to building the reputation of a world-class brand. Her depth of expertise in corporate affairs and communications on the Fortune 500 stage makes her an ideal leader to position us for the next chapter in Verizon’s history.”Sharpe will lead all aspects of Verizon's global communications strategy, including Corporate, Consumer and Business.Most recently, Sharpe served as SVP for Corporate Brand at Allstate, where she led corporate communications inclusive of internal and external communications, thought leadership, financial communications, public relations and social impact. Previously, Sharpe was a field VP of Allstate’s Capital Region, helping lead sales and operations in Virginia, West Virginia, Maryland, Delaware and the District of Columbia. She also served as VP of Federal Affairs, where she led efforts to shape and advance Allstate’s public policy strategy. “Verizon helps move the world forward by continuously innovating and enabling the connections that help people and businesses thrive,” said Sharpe. “I’m thrilled to join the amazing team passionately committed to making the digital world work for more people in more ways. It’s an exciting time as we grow the business and shape and share Verizon’s transformative impact with customers, employees and shareholders.”Sharpe serves on the boards of directors of Facing History and Ourselves, the Page Society, and the Fuqua/Coach K Center on Leadership and Ethics. She has been recognized in the Hill’s Top Corporate Lobbyist annual list and as a PRSA Chicago Distinguished Leader. She received a bachelor’s degree from the University of Virginia and an MBA from the University of Illinois at Chicago.

Authored By: Jagriti Motwani, Co-founder and CEO of Cha-Chi CommunicationsIn the ever-evolving tapestry of celebrity culture and digital influence, a captivating enigma has emerged, known by the name Orry – the pseudonym of the intriguing Orhan Awatramani. Far from a mere stroke of luck, Orry's journey to fame is a meticulously choreographed symphony, where strategic decisions and an irresistible charisma have propelled him into the spotlight. A mere year ago, Orry was absent from the public domain, yet through the strategic interplay of social media and personal connections, he has become a figure of immense intrigue, wielding influence over the minds of both Gen Z and millennials.Orry's meteoric rise serves as a quintessential example of the potent impact of word-of-mouth in shaping contemporary personas. His recent appearance on 'Koffee with Karan,' left me intrigued and prompted a deeper exploration into the factors underpinning the ascent of my Sindhi compatriot to stardom.Crafting the Orry Persona – A Symphony of AmbiguityAt the heart of Orry's allure lies the deliberate construction of an enigmatic persona, skillfully blending ambiguity and mystique. It's not just about what he shares but what he withholds, creating an ongoing narrative that keeps audiences on the edge of curiosity. We all remember 'Orry kaun hai, Karta kya hai?' narrative. Orry strategically reveals fragments of his life, managing his public image with an artful dance of disclosure and secrecy. Social media becomes his canvas, a realm where cryptic captions, distinctive aesthetics, and a consistent visual narrative contribute to the allure, creating a magnetic pull that defies conventional norms.Networking in the Digital Age – Orry's Social MatrixOrry's meteoric rise is intricately linked to his exceptional networking acumen, a feat achieved by seamlessly integrating into the elite circles of Bollywood and beyond. His strategic alliances with second-generation Bollywood stars go beyond mere associations; they are symbiotic relationships cultivated through collaborations, shared appearances, and exclusive events. From being seen with Jahnvi Kapoor to Ananya Pandey and Sara Ali Khan talking about him on the Koffee couch, he had minds buzzing with curiosity generated through conversations from his network. He is even seen posing with Nita Ambani and doesn't give up on his usual hand on shoulder pose, resulting in a viral instagram post. Orry extends his reach beyond the film industry, forming connections with influencers, designers, and cultural icons, effectively expanding his sphere of influence to unprecedented heights.The Veil of Mystery – Calculated Evasion of Personal DetailsOrry's refusal to divulge specific details about his background adds layers to his mystique. This calculated ambiguity not only fuels public curiosity but also shields him from accusations of nepotism. By carefully navigating questions about his occupation and education, Orry remains an enigma, transcending the usual scrutiny faced by public figures. His approach becomes a strategic shield, allowing him to occupy a unique space within the discourse surrounding privilege in the entertainment industry. 'I do my best' is his occupation, in his own words.Navigating Controversy – The PR Virtuoso's ToolkitUnlike many public figures, Orry had successfully steered clear of controversies, showcasing a PR virtuosity that sets him apart till the Palak Tiwari controversy happened and yet he gained mentions from it. His adept handling of digital platforms strikes a delicate balance between authenticity and curated content, minimizing the risk of public backlash. Orry's commitment to a ghost image becomes a cornerstone of his enduring popularity, establishing him as a role model for influencers navigating the tumultuous waters of online scrutiny. This journey, a modern-day unknown to celebrity narrative, unfolds as a testament to the transformative power of strategic visibility and calculated networking. Orry's trajectory, from obscurity to notoriety, presents a case study worth noting, shedding light on the symbiotic relationship between social media dynamics and the allure of personal connections.In delving into Orry's story, one cannot help but be captivated by the deliberate choices that have defined his narrative. His calculated steps into the public domain, carefully curated social media presence, and astute navigation of influential circles all contribute to the mystique that surrounds him.Orry's unconventional journey from an enigmatic social media presence to a potential PR icon is a testament to the nuanced strategies employed in the realm of celebrity culture and digital influence. 

The Worldcom Public Relations Group (Worldcom), the leading global partnership of independent public relations firms, announced today that it has voted Springboard Communications, the Irish Public Relations Agency of the Year in 2023, into its global partnership.“We are excited to add an agency of this caliber to our global partnership,” said Serge Beckers, Managing Director, Wisse Kommunikatie (Netherlands), and Worldcom’s EMEA Committee Chair. “They are highly respected and recognized in Ireland and across the EMEA region. Springboard’s expertise, not only across the broad spectrum of PR services but also in several key industries, is fundamental to extending our ability to serve Worldcom partners’ existing clients across the region while providing new client prospects comprehensive reach and resources.”Springboard Communications is an award-winning, integrated communications agency, in sectors including technology, FMCG, renewable energy, healthcare, and pharmaceutical. The Irish Public Relations Agency of the Year 2023 has, for the past decade, delivered results-driven integrated communications services, collaborating with their clients on communications to internal and external stakeholders. This has transformed organizational cultures, delivered business growth and positively impacted reputations.Managing Director and founder of Springboard Communications, Susie Horgan said: “Embracing the power of global connectivity, our agency is thrilled to partner with Worldcom. We are about redefining the standards of excellence in the industry, and together with Worldcom we can leverage our collective expertise to provide innovative solutions and unparalleled service to clients around the world. This partnership is a testament to our commitment to delivering truly global communication strategies that transcend boundaries and drive meaningful impact.”Welcoming Springboard to The Worldcom Public Relations Group marks the completion of a rigorous Worldcom partner recruitment and vetting process. It ensures the compatibility of the agency applying for partnership, along with their ability to meet the standards of trust and collaboration that have defined Worldcom since its founding in 1988. As the newest partner, Springboard joins a robust group of global partners who openly share knowledge and best practices, utilize the partnership to meet expanding client roles, and collaborate on new opportunities scaled to the local, regional, and global needs of any Worldcom partner, client or prospect.

Zeno Group has promoted two global leaders to newly created roles essential to the agency’s ongoing growth and evolution. Mark Shadle has been appointed Chief Reputation Strategist and Julie Georgas has been named President of Zeno Canada.  Currently Global Managing Director of Corporate Affairs, Mark Shadle joined Zeno in 2010 to establish and build the firm’s Corporate practice, which today is an award-winning, multi-dimensional global offering that works with clients across myriad industries addressing complex business challenges. Shadle’s new role comes at a pivotal time as C-suite executives are navigating geopolitical and societal issues with the potential for significant business impact.  Shadle will continue to lead the agency’s global Corporate Affairs practice, which grew 27% last year with a range of specialty areas including purpose and impact, employee engagement, executive positioning, C-suite consulting and issues/crisis management.   Shadle has also spearheaded several Zeno research initiatives that explore key corporate affairs topics from research on the evolving workplace and corporate structures to "Signals of Change: The Future of Corporate Affairs." In his new role, he is driving the firm's new global study that compares C-suite and consumer expectations on today's societal issues. Julie Georgas has led Zeno Canada’s transformation over the past seven years as Managing Director, significantly building its presence and reputation in the country. Georgas has grown her team to more than 40 people across three markets – Vancouver, Toronto and Quebec – and built a multi-sector client portfolio. In her new role, Georgas will continue to oversee all operations and develop additional growth strategies for the region.  “Mark and Julie embody Zeno’s commitment to driving both impactful client work and a culture that invites all points of view and opens opportunities for talent to grow. They have inspired colleagues and clients alike and have written many important chapters of Zeno’s story with more to come as we continue to evolve and expand,” said Global CEO Barby K. Siegel.  

The Academy has been chosen as the new retained PR agency for Burger King UK, following a rigorous selection process. Tasked with overseeing the fast-food giant's press office, spearheading innovative brand campaigns, and managing crisis communications, The Academy is set to lead the account under the guidance of Associate Director Evren Ahmet.This decision marks a significant turning point in Burger King UK's PR landscape, with Splendid and Frank PR having held the position in 2022 and before, respectively. The Academy now joins a distinguished lineup of marketing agencies collaborating with Burger King UK, including Coolr for social media and influencers, BBH for advertising, Walk-In Media, and customer experience agency Merkle.Katie Evans, CEO of Burger King UK, emphasized the pivotal moment of growth, stating: "The Academy impressed us with their comprehensive understanding of our brief. Their proposal not only excited us but also presented a welcomed challenge."Mitch Kaye, CEO and founder of The Academy, expressed his enthusiasm for the collaboration: "Burger King UK's history of bold, game-changing work is well-known, and we're thrilled to be a part of shaping their next chapter."With Burger King UK joining The Academy's client list alongside brands like Amazon, Peroni, Marie Curie, and Disney, the partnership holds promise for fresh perspectives and creative energy. This collaboration aims to further strengthen Burger King UK's position as a leading fast-food brand in the UK, building on its legacy of impactful communication strategies.

RevHealth, a full-service independent pharmaceutical marketing and communications agency, today announced that Ben Beckley has joined the agency as chief executive officer. The addition of the former global president of Evoke Mind + Matter signals a strong trajectory for the agency.Ben Beckley, CEOIn his most recent role, Beckley shepherded the combined rare disease and communications agency (formerly Ashfield Health) through a successful global merger and expanded its capabilities in omnichannel, patient experience and data by launching the proprietary technology, Gravity.ai. He has also held growth-focused leadership roles at Havas Health & You and PRECISION effect."RevHealth has a well established history in the traditional AOR and medcomms space, and has built a significant presence in patient advocacy and market access. It's rare to find all of these disciplines being built from within," said Beckley. "It's what our clients are looking for versus a traditional sister agency approach."RevHealth is on a path of strategic growth following its 2022 acquisition by WindRose Health Investors. In addition to bringing on Beckley as CEO, they have unveiled a new brand look and feel that reflects the dynamic culture and talent of the agency."The top talent at RevHealth is the biggest attraction. It's rare to find this many innovators all in one place, with more announcements coming soon," said Beckley. "In a world where the right moment is everything to adoption, our unique approach to omnichannel, analytics and data will demonstrate how our industry can in fact change and be more in tune with consumer behaviors."

Authored By: Ganapathy Viswanathan, Independent Communication Consultant The technology buzz has been around in the PR space for over last two to three years with everyone talking about AI and ML. While everyone is talking about AI and ML and its profound impact on PR one is not sure if everyone in the business is able to leverage the technology tools to the best of their advantage. One of the other reasons that technology is giving the desired boost and encouragement to PR professionals is the rapid penetration of internet and social media which today is the real time go to platform channel to create that rapid awareness and visibility for the various narratives.  The year 2024 will be revolutionised by these advanced technologies as we will see data collaborating with technology tools to give some great analytics which can be used in culling out insights for your PR campaign. If approached  properly with the right tools and talent the AI and data analytics can dwell deeper on your insights and help in spotting your audience behaviour and predict their trends and preferences. With the help of these behavioural study brands will be able to hyper- personalise the content across a spectrum of audience. Here the targeted messaging will also help in reducing your media wastage and cost and you will be able to attain quality reach.  Data and insights will play a major role and are going to be very critical in drawing forceful PR strategies. Innovation and strategic storytelling with strong narratives backed by technology will help in crafting very focussed messaging. Which is where we may see the role of ML and AI coming into play to help in leveraging the data used more intelligently. So, technology will be crucial for agencies to gear up and get their talent in place to meet the client demands. Clients will expect more insights, sharp messaging and data driven audience profiling to reach the right audiences. Today with technology you are be able to craft your messaging and automate your press release dissemination, managing social media which helps the PR professionals to avoid some of the mundane operational activities. Instead, they can now focus more on the client’s requirements and be more proactive in providing some strategic inputs for the brand and add value to the campaign management. More importantly technology will play a pivotal role in managing social media where you need to fight crisis and as we all know these days crisis erupts fast and spreads fast. With real time engagement happening more intensely the need of robust technology tools should be provided for the teams to closely monitor the news happenings.  Here are my thoughts on how one can leverage technology:1.    First and foremost, you have to scale up the skill sets in your organisation. Continuous training and mentoring needs to be imparted to use the available technological tools. 2.    Investment in manpower goes without saying and getting the right skills who have the aptitude to learn and grow with the organisation is a must. 3.    Get your client into confidence on your technology skills so that he will be able to trust you and collaborate well and get the best out of the agency. 4.    Clients must respect the agency efforts and encourage the agency both in terms of giving the right brief and also remunerating the agency well in bringing and using technology.   5.    We can talk about technology endlessly but what is more important is to have the latest in technology and keep updating the same. 6.    While technology is a great enabler one still needs to bring and think on ideas which will what will drive innovation and differentiation to your communication strategy. 7.    There will be plenty of data that will be floating but it is that knack to leverage this data using technology is what is important. Will therefore need the right talent who will be able to read and understand data very well. 8.     The influencers world is growing and they are becoming more important ambassador for many brands. They should also be well versed with the latest technology to bring speed in real time engagement. 9.    I would also recommend a strong IT team in the organisation to collaborate well with the PR professionals so that there is minimum glitches and down time on the tech aspect. 10. Even on the digital media front you need to be well equipped and staffed so that your technology ideas can be seamlessly executed.  The digital disruption has forced many organisations both at the agency and client end to be beefed up with technological solutions. The future as they say will be driven by technology a lot and hence adapting to newer technology will be top on the agenda for companies to move faster and give the best business and strategic solutions to clients. Today a brand reputation hinges a lot on online media and that is where technology will come to play a lot. And actually, the advent of technology has now put PR into a different pedestal to deliver a lot more that will help clients to safeguard their brand reputation and bring in more intense engagement with their audiences.  

Roadzen, a global leader in insurance technology dedicated to revolutionizing the auto insurance industry through innovative Artificial Intelligence solutions, has partnered with Gutenberg, a global award-winning integrated Digital marketing agency, to strengthen its presence in the United States and India markets. In a significant development, Roadzen recently debuted on the Nasdaq Stock Market. This milestone demonstrates Roadzen's immense potential to shape the global insurance technology sector. Commenting on the partnership,Rohan Malhotra, CEO of Roadzen, said, "Gutenberg and its global teams across the United States, India, UK (United Kingdom) and other key markets possess a deep understanding of the disruptive changes driven by AI across industries and countries. Gutenberg’s strong record of accomplishment as an award-winning global marketing agency coupled with a deep bench of technology experience were key to our decision in partnering with them.  Their global reach and expertise in navigating the US-UK-India corridor make them invaluable partners in helping us build our brand with our audiences across the global insurance industry.”  Harjiv Singh, Founder & CEO of Gutenberg, shared his thoughts on the collaboration: "We are delighted to team up with Rohan and the Roadzen team to build their brand narratives by leveraging our holistic brand communications approach through a combination of public relations, digital and thought leadership. Roadzen's innovative approach and recent listing on the NASDAQ position them as a next generation AI trailblazer. Our commitment extends beyond aiding Roadzen's recognition and success in the US and India; we are dedicated to championing the narratives of innovative AI-driven companies shaping various industries." The partnership betweenRoadzen and Gutenberg strategically aims to bolster Roadzen's presence in the United States and Indian markets while elevating awareness of the company's AI-powered solutions. 

Authored by Anindita Gupta, Co-Founder, Scenic CommunicationThe phrase "customer is king" emphasizes the importance of customers in the business world. In today's competitive market, businesses often recognize the significance of providing excellent customer experiences.The foundation of any lasting relationship is a deep understanding of your customers. Invest time in researching their needs, preferences, and pain points. Utilize surveys, feedback forms, and customer interviews to gather valuable insights. Creating detailed buyer personas can help tailor your products and services to meet individual customer requirements. Exceptional customer service is the cornerstone of building trust and loyalty. Train your staff to be knowledgeable, empathetic, and responsive. Leverage positive customer experiences for PR by highlighting success stories, testimonials, and case studies. Embrace multiple communication channels to ensure prompt assistance, be it through phone, email, or live chat.RespectRespect forms the bedrock of any fruitful relationship, and the customer-business dynamic is no exception. From the first point of contact to post-purchase interactions, treating customers with respect lays the groundwork for trust and satisfaction. This entails active listening, understanding their needs, and providing tailored solutions. Moreover, prompt and courteous responses to customer queries and concerns contribute significantly to a positive customer experience. Transparency is key to building trust. Be honest in your business dealings, deliver on promises, and strive to exceed customer expectations. Address any issues or concerns openly and promptly. A transparent approach fosters credibility and enhances the perception of your brand.Personalized communicationCrafting personalized communication is like tailoring a suit—making each detail fit just right, so your message truly connects. In a world filled with information, personalized messages stand out. It's more than using someone's name; it's about knowing what they like and need. Whether it's an email, an ad, or a quick note, personalizing your words matters. It builds trust, creates a bond, and links you with your audience, making every chat special and unforgettable.SatisfactionKeeping customers happy is vital for success. Getting new customers is good but having them returned is even better! When customers come back, it's the start of a bond. Making them love your brand and share their experience should be the main goal. It's about making friends, understanding their needs, and always offering what they love. Show appreciation by giving great service, chatting well, and meeting their changing needs. Happy customers become loyal fans who bring in more customers. In marketing, keeping customers should be your top priority for growth and repeated success.Public Relations (PR) emerges as a powerful tool for creating awareness among customers. Crafting compelling narratives, sharing success stories, and highlighting the positive impact of products or services contribute to building a positive brand image. PR activities, such as press releases, media engagements, and social media campaigns, serve as conduits for disseminating information that resonates with the target audience.In Conclusion:Creating strong and lasting bonds with customers in business isn't just about buying and selling products or services, it's about building connections that last. Businesses do this by giving personal experiences, being real and engaging, and always giving value. These connections are more than just a one-time thing; they build trust and loyalty. By paying attention, changing when needed, and always doing more than expected, businesses create friendships that help both customers and the brand. The secret to building these lasting relationships is always caring about and meeting what customers need, making them feel important and understood.

Jaideep Manchanda has joined Adfactors PR as Vice President Digital. Prior to this role, Jaideep worked with Bennett Coleman and Co. Ltd. (Times Group) as Brand Head- New Initiatives ET & TIMS. He also served at Times Internet for over three years. Additionally, he has been associated with AquGen Technologies Pvt. Ltd., The Economic Times, and IBM Global Business Services.

As India gears for the big Lok Sabha elections this year, the political machinery is on full swing to woo the voters and highlight their election manifestos. Along with parties’ mandates and candidates’ outreach, Public Relations has come to play a crucial role in the political arena as well.Public Relations has evolved into a critical tool for both governing bodies and opposition parties. For the ruling government, it functions as a platform to exhibit its accomplishments, rally public support on key matters, and address grievances by soliciting feedback. Today, the government enlists PR agencies to drive stakeholder and community involvement to secure backing for forthcoming infrastructure projects. Similarly, for the opposition, PR represents a powerful mechanism to express dissenting views and spotlight significant policy deficiencies to the public.Adgully reached out to PR experts to delve into the inner workings of the political side of the public relations industry. We sought insights into the key tactics political candidates employ to shape their public image, the new challenges and opportunities in this sector, and more.Evolution of Political PRAnup Sharma, an independent political communications consultant, observed, “It has been almost a decade since India witnessed its first ‘social media’ election in 2014. The upcoming 2024 national elections will be significantly influenced by Artificial Intelligence, which will have a profound impact on the election campaigning process. From analysing vast amounts of data to identifying trends and patterns in public opinion, sentiment and behaviour, advances in digital technology are providing new and faster tools for political messaging.”“The AI-fueled 2024 election season is already here and we’re seeing political leaders engaging with their voters using a lot more AI generated content to communicate effectively in hyper local cohorts. Now, with the power of generative AI, the campaign managers are able to scan the internet, think about strategy, and come up with a hard-hitting appeal be it a speech, press release, meme, reel or video touting the benefits of one candidate over another. AI has armed the campaigners with an inexpensive way to respond instantly to campaign developments reducing the response time,” he added.Commenting on the new ways in which the industry is engaging with the audience, Sunil Nair, Executive Director, Concept Public Relations, said, “The new ways are integrated and strategically multiplatform, multilingual, and multimodal messaging. It is like a tribal dance, where the message is a performance that involves haptics, audio-visuals, and graphics. The messaging process is rhythmic.”Key tactics employed by political candidatesNair highlighted, “Interpersonal messaging and communication continues to remain the dominant format. This is because misinformation is rampant. The audio visual is the next best and preferred option. Graphics and texts are the least trusted. Either it is in-person engagement or quasi in-person engagement using digital media that is the dominant approach. With time all social media messaging is losing credibility because all are ‘bots’ or ‘bought’.”Meanwhile, Sharma noted, “With each election cycle, the ability for political parties to engage and target demographic groups is getting sharper. Over the last decade, it is now a proven fact that political messaging over the digital world has the potential to reach more than half the population directly and act like a force-multiplier in political messaging. AI-led campaign strategies are enabling targeting individual voters with specially crafted content. As India heads to the big election, there will be a significant focus on 18-19-year-olds entering the electoral arena for the first time. Ahead of the 2019 General Elections, the Election Commission of India noted 900 million registered voters, with 15 million first-time voters in the 18-19 age group. This number has grown significantly. These young voters, with concerns about employment, education, examinations, skilling, and aspiration, are likely to influence electoral and political agendas. Recognising their importance, political parties have plans to appeal to them.”Further highlighting the strategies led by the current ruling party, Sharma said, “Staying ahead of the curve, Prime Minister Modi has already addressed thousands of first-time voters virtually on January 25, 2024, the National Voter’s Day, assembled at around 5,000-plus organised ‘NaMo Nav Matadata Sammelans’ across the country.”New opportunities and challenges in shaping & managing political reputations“With a mobile in hand and almost free data, today everyone is a media content creator and also a distributor. Anyone with access to the internet can contribute to the war on misinformation and unfortunately, the politicians are one of the biggest culprits turning the term fake news into a weapon. Now, with AI fuel and deepfake technology, the 2024 elections will see a tsunami of fake information in the form of videos, photographs, and audio content. These will be amplified via social media including YouTube, Facebook, X (Twitter) and especially WhatsApp. And as fake content will be generated and amplified via the social networks, the campaign managers will struggle to counter the false narratives,” cautioned Sharma.He further said, “As seen in recent assembly elections, the role of popular social media influencers will expand. Parties are already engaging with YouTubers and social media influencers. In addition to key party officials and IT cell heads, political parties are collaborating with content creators and influencers in their war rooms for strategy, training, and message delivery. Local influencers, along with office bearers and booth workers, will contribute as social media influencers, creating memes, videos, and messages emphasising local issues.”Sunil Nair of Concept PR noted, “There is a rapid shifting and realigning happening across the political spectrum. Typically, the neo-converts want to show they are more loyal. There is an intergenerational conflict too. Hyper personalised, hyper local and free content is required but generating such a narrative is in itself a costly business. Overall, this means that many politicians are under pressure to comply with top bosses, they are exhibiting a troller mentality, are looking for short term gains, and lack their own ideological and philosophical bearings. This makes PR plans and strategies focus only on tactics. A ‘winner takes it all’ approach has already set in. We are seeing this behaviour, where the loser is wiped out while the winner lacks capacity to do anything other than win the election. This puts a lot of commercial and economic pressure on long term work both for clients and PR agencies.”

 Ian Rumsby, one of Australia’s most experienced corporate communications advisors, joins APCO as a chief client officer for the Southeast Asia region, based in Sydney, Australia, announced Masayo Nagai, chairman of APCO’s Asia region.Rumsby brings deep knowledge and expertise based on more than 20 years of experience helping the world’s leading organizations navigate complex engagement assignments in markets across the region.“Ian is an exceptional professional and we are excited to have him join our team. His expertise and deep ties in Southeast Asia will elevate APCO’s ongoing dedication to our clients and help our company continue to grow in the region,” Nagai said. “In an ever-changing industry we are always working on transcending ourselves for the benefit of our clients and Ian will elevate our corporate communications offering.”Prior to joining APCO, Rumsby served as a managing partner at Stonehaven, a strategy and communications consultancy, where he has worked closely with APCO to provide support and representation in the Australian market on selective assignments. Rumsby previously worked for a large communications firm, where he held many roles—he chaired operations in Australia, served as the chief strategy officer, lead the firm’s social impact service and worked as the regional head of the organization’s culture transformation and change management business.The Southeast Asia region is an extremely diverse and competitive region that sits at the center of trade, people, information and capital from around the world. Led by Southeast Asia Managing Director JJ Lee, APCO has established expansive expertise in the communications, energy, education, finance, food, consumer products and retail, health care, philanthropy and technology sectors in the region.“Ian further augments APCO’s market-leading expertise and capabilities—supporting leading clients from multinational companies and international organizations to governments and NGOs—and with our offices in Singapore, Indonesia, Thailand and Vietnam, we offer valuable insights to help clients navigate the dynamic challenges and opportunities across the region,” Lee said.Rumsby joins APCO in a milestone year, with the upcoming 40th anniversary of its founding. Founded by Margery Kraus as a single-person operation in 1984, APCO has grown to a global advisory and advocacy consultancy with more than 30 offices worldwide.

Xelement, a leading full-service media agency, has appointed Diogo Borges as its Executive Creative Director. This strategic addition comes at a pivotal moment for the agency, hot on the heels of their recent success in winning Gold at the MENA Effie Awards.Boasting an impressive 22 years of creative experience, Borges brings a wealth of expertise to his new role. His illustrious career is underscored by numerous accolades, including prestigious awards from Cannes, D&AD, One Show, and Clio.Borges, in his LinkedIn account, writes: “Super excited to share that I kicked off a new gig with XELEMENT as ECD last week, leading a talented and skilled team. There's so much to explore about Saudi's fast-growing economy, but I can already tell that creativity and innovation are going to be a big player in its awesome future. Feeling lucky to be part of this amazing team that, just not share the same ambition and vision, but has been at the forefront of it for the past 10 years.” Borges' extensive international background, coupled with a nuanced understanding of the local market, positions Xelement to create even more impactful narratives. While the agency's recent triumph at the MENA Effie Awards serves as a noteworthy milestone, Borges' appointment signals a broader ambition to shape compelling narratives that resonate deeply with audiences.Amro Aboonoq, CEO of Xelement, expressed his enthusiasm for Borges joining the team, stating, “Diogo’s arrival at XELEMENT signifies a significant step towards elevating the success stories we craft. His global outlook, complemented by our established track record, sets the stage for our collective aspirations and achievements.”As a full-service media agency, Xelement offers a comprehensive suite of services, including creative endeavors, strategic marketing, branding, media buying, and consultancy. With Borges at the helm of creative direction, the agency is poised to deliver innovative and impactful campaigns that leave a lasting impression on clients and consumers alike.

Weber Shandwick has elevated Alison McMillon and Laura Cederberg to pivotal leadership roles, completing its Central region executive team.With two decades of service at Weber Shandwick, McMillon takes the helm as the agency's Dallas market leader. Previously serving as an executive VP and deputy general manager in Dallas, she spearheaded global, integrated programs. McMillon boasts a versatile career, having excelled in corporate, B2B, crisis and issues, consumer, and internal communications.Simultaneously, Cederberg assumes the role of Minneapolis market leader. Having joined Weber Shandwick four years ago, she most recently held the position of senior VP on the corporate and public affairs team. Cederberg's earlier experience includes a role in politics, where she served as the spokesperson for former Minnesota Gov. Mark Dayton and Lt. Gov. Tina Smith.Both Cederberg and McMillon will report to Central region president Sheila Mulligan, who took on her role last August after a 17-year tenure with Edelman. The regional team also comprises Dave Collett in St. Louis and Katie Adams in Detroit.Sheila Mulligan expressed confidence in the new appointments, stating, "Weber Shandwick has long held a leadership position in the Central region and possesses extensive experience across dominant industries, from agriculture to industrials. Alison and Laura are the ideal leaders for this transformative moment, bringing combined experience across sectors and stakeholders, coupled with deep roots in these key markets."The move to appoint McMillon and Cederberg as market leaders is part of a broader restructuring of senior leadership initiated by Jim O’Leary. O’Leary, who assumed the role of Weber Shandwick's North America CEO after stepping down from his position as Edelman’s US COO and corporate affairs chair a year ago, has focused on refining strategy and making key hires, including seasoned professionals like Mulligan and Weber Shandwick West president Jordan Rittenberry, as well as senior advisor Ashley Etienne, a communications strategist with experience working with Presidents Barack Obama and Joe Biden, and Vice President Kamala Harris.

The Indian Army mourns the passing of Colonel Prem Nath Khera, a public relations legend whose dedication and service spanned over 30 years. He passed away peacefully in his sleep on January 25th, 2024, due to congestive heart failure.Colonel Khera's legacy is deeply intertwined with the history of Army Public Relations. Starting as an Army Education Corps officer and frontline soldier in the 1965 and 1971 wars, he transitioned seamlessly into the crucial role of public relations, bringing his military experience and communication skills to bear.His 17 years as PRO Army and later, Director PR for all three services, are marked by exceptional contributions. He was instrumental in shaping public perception of the Indian armed forces through strategic communication and fostering strong media relations. His dedication earned him the prestigious Vishisht Seva Medal (VSM) in 1982.Following his honorable retirement in 1992, Colonel Khera continued to serve the media landscape through roles in PTI-TV and his own production house and news agency. He remained an active and respected figure in the defense community until his final days.Colonel Khera's story is one of unwavering commitment, resilience, and service to the nation. He leaves behind a rich legacy in the field of military public relations and a community of admirers.

WPP has announced the merger of its two largest communications agencies, Hill & Knowlton and BCW, to form Burson, a powerhouse delivering modern communications leadership at scale to clients across the world. The merged company will become an industry-leading, full-service communications agency focused on building and protecting reputation.Corey duBrowa, currently global CEO of BCW, has been named global CEO of Burson and AnnaMaria DeSalva, currently global chairman and CEO of Hill & Knowlton, has been named global chairman of Burson. Together, they will oversee agency strategy, client service, employee experience and culture. Burson will be operational from July 1, 2024, and its new brand will be unveiled later this year.This union of agencies will enable Burson to best serve clients in a complex and volatile environment in which strategic stakeholder communications has never been more critical. The new agency will draw on both organisations’ unrivaled talent base, exceptional global networks, investments in technology, creative capabilities, and public affairs and advisory specialties to drive reputation and value creation through the interdisciplinary solutions that clients demand now.The combination also creates immediate scale in sectors driving today’s most consequential innovation and economic growth, including healthcare and technology. The newly formed Burson will have more than 6,000 employees in 43 markets worldwide. Its name honours the late Harold Burson, a pioneer and founding figure of modern public relations and strategic communications.“Harold Burson believed strongly that actions are stronger than words, and he established honesty, transparency, integrity and excellence as the guiding principles of his business,” said Corey duBrowa. “Those principles are the foundational ideals of Burson, upon which we will set the bar for modern communications through our AI-first innovation pipeline. Together as Burson, we will bring insights, expert strategic counsel and technology solutions into a higher value offering for our clients to help them innovate and lead in today’s complex operating environment.”“The combination of Hill & Knowlton and BCW is highly synergistic, creating a premier partner for business leaders who are focused on commercial growth, risk management, and reputational capital,” said AnnaMaria DeSalva. “Our body of work increasingly demonstrates that strategic communication, elevated by creativity, is a primary force for sustainable value creation. By accelerating our transformation through this combination, we will enable the investments in talent and technology that advance communications leadership when it has never mattered more.”Burson’s leadership team will comprise a cohort of top-tier former chief communications officers and other experienced agency senior executives from both companies who bring deep expertise and knowledge of what business leaders need to succeed. Appointments will be announced throughout 2024 as the integration progresses.Hill & Knowlton brings significant business momentum, talent and innovation into the new Burson entity. The brand will operate within Burson serving a select group of clients globally through strategic communications, advisory and public affairs services.GCI Health and AxiCom will continue to operate as brands within Burson, offering specialised healthcare and technology communications expertise, respectively, at scale.Mark Read, CEO of WPP, said, “Hill & Knowlton and BCW are two high-performing businesses with complementary strengths, shared ambitions and many shared clients. I am delighted to see the Burson brand brought back to unite them. The new agency will be the standard bearer as the most modern, strategic, technology-driven, full-service communications offer in the industry.”The new agency will support a client roster that includes more than half of the Fortune 100 across corporate and public affairs, healthcare, technology and brand marketing.

Adgully’s premier Marketing event, CMOs’ Charcha – Delhi Chapter 2024, took place on January 23, at Radisson Blu Plaza in Mahipalpur, New Delhi. The theme for this edition of CMOs’ Charcha was ‘Future roadmap for pursuing growth in new ways’.The event saw an engaging panel discussion on ‘Navigating Crisis Communications in the Digital Age’, which featured distinguished industry leaders, including Session Chair: Nandini Chatterjee, Former Chief Marketing and Communications Officer, PWC; Aakriti Thakur, AVP - Brand & Marketing, Healthians; Jasrita Dhir, Director - Marketing and Communications, Karkinos Healthcare; Juhie Gorwara, Director - Brand, Communication, Digital, Philips Indian Subcontinent; Manu Kumar, Head-Marketing and Corporate Communications, Hero Electric Vehicles; Nishita Sharma, Lead, Communications, Marketing, and Advocacy, UNICEF.The session commenced with Nandini Chatterjee pointing out the recent challenges faced by the aviation industry. She further coined the question to the panelists. “In today’s age, everything is moving at a rapid pace. Handling these situations has become more complex. We are all navigating this new space, and it's crucial to understand how we manage to control the narrative – something we all strive for. How do we engage with people we don’t even really know in this ever-evolving landscape?”Hero Electric Vehicles’ Manu Kumar acknowledged that the role of communications professionals and companies has evolved significantly. “Communication professionals need to be agile and responsive, particularly in the age of social media,” he said, adding that he believed that time sensitivity is heightened in the current landscape. Unlike traditional media, where responses could be delayed until the next day, the immediacy of social media demands quick reactions to prevent small issues from escalating into significant problems. Speaking about the challenges he also mentioned about expansion of audience, and communication professionals now address a larger and more diverse group of stakeholders. “The repercussions of communication are more extensive, affecting the business of selling products and the overall brand image,” he noted.On the other hand, Juhie Gorwara said that one should not reply immediately. She stated, “I’m not certain about an immediate reply, which is not our usual practice in the consumer business. It is crucial to verify facts to prevent potential crises from social media outbursts. Establish a crisis team for long-term strategies, seek legal advice, and consult customer service before responding. Pre-plan three likely responses, communicate with marketing teams for potential crisis linkages, and maintain a compact and cautious approach.”Jasrita Dhir from Karkinos Healthcare shared her insights from a healthcare industry perspective and said, “We often discuss machine learning, but humans also learn over time. In businesses, the marketing, communications, and operations teams, especially in a healthcare business, anticipate and prepare for 80% of common issues. These scenarios, such as a doctor being late to an OPD, have pre-approved responses. However, for the unforeseen 20% crisis situations, it’s crucial to acknowledge, validate, and empathise with the affected parties. Getting facts right is essential before responding, and maintaining open communication, even during a crisis, fosters trust.”“I believe having your crisis communicators as part of the consumer redressal groups, listening in on your ORM, and monitoring command center FAQs provides insights into chronic issues that may escalate into controversies and acute issues that are spiking. This enables proactive measures to preempt potential problems,” she further added.Talking from a social, advocacy space, Nishita Sharma spoke about the crisis and preparations for the same. According to Sharma, “One important aspect is always remembering who is at the receiving end of your communication – a person consuming your brand, impacting their life and decisions. In humanitarian situations, even irate customers can arise. During the preparation stage, it's crucial to isolate instances, as one negative comment can snowball into a bigger issue. Social listening measures, like ORM, are critical to understanding industry and consumer conversations. Isolated examples inform social media content, helping address awareness issues. Being overprepared, informed by these insights, is better than looking back at a crisis and realising what could have been done faster.”Here, Nandini Chatterjee questioned the panelists, “Have any of you experienced a situation where you posted a seemingly innocuous content, but someone, possibly due to past issues, took the post in a different direction? Have you encountered such a scenario?”Aakriti Thakur replied, “I believe that’s the worst way to handle it – deleting the comment. I agree with my fellow panelists about interacting with individuals who escalate issues. Acknowledging and addressing concerns one-on-one, either through a direct call or DM, is crucial. Creating a separate page for escalation handling and tactfully redirecting tags to that page helps manage online searches. Deleting comments can imply a lack of responsibility, and it is important to own up to any valid concerns. Additionally, for individuals attempting to manipulate or create false issues, engaging with them directly can help prevent repeated occurrences.”These are edited excerpts. For the complete panel discussion at CMOs’ Charcha, watch below:<iframe width="560" height="315" src="https://www.youtube.com/embed/tP16uSPhO2A?si=uJvIy43OEgDDm3su" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen></iframe>

Rashmi Soni has joined PayU as the Chief Brand & Communications Officer after resigning from Vistara, Tata SIA Airlines Limited, where she held the position of VP & Head of Corporate Communications.She announced her new role on her LinkedIn profile, stating, “I’m happy to share that I’m starting a new position as Chief Brand and Communications Officer at PayU! As part of the leadership team, I will be responsible for shaping and steering PayU India's Brand and Communications strategies. I am looking forward to continued support of my peers in the PR fraternity, stakeholders including media and friends..”With over 28 years of professional experience, Rashmi has worked with various leading multinational brands and corporate & social communication groups, leading strategic communication. She has been associated with brands such as Tata Teleservices Ltd, Ericsson, Adobe Systems, TeleTech Services India, and more.

The Public Relations and Communications Association in the Middle East and North Africa (PRCA MENA) has today announced the multi-disciplined creative communications agency Current Global MENAT, as its latest corporate member.Current Global MENAT combines the global reach, strategic thinking and capabilities of a global agency with the attitude, speed and passion of a small agency. The agency believes in human-first communications guiding how it works, defining the kind of work that it delivers, and how it thinks about communications.With a global presence in key regions such as APAC, EMEA, North America, LATAM, and MENAT Current Global is at the forefront of championing accessible communications. Its ‘Accessible by Design’ offer is an agency-wide commitment that every piece of communication it develops, curates, and publishes will meet the highest accessibility standards.Current Global is part of the Weber Shandwick Collective, a network of specialist creative, marketing, communications and consulting firms built for the convergence of society, media, sustainability, policy and technology, within the Interpublic Group (NYSE: IPG).Head of PRCA EMEA, Monika Fourneaux said:"We are delighted to announce the inclusion of Current Global as a valued member of PRCA MENA. The agency's global perspective, coupled with its diverse communication capabilities, is set to play a pivotal role in enhancing the dynamic exchange of ideas within our esteemed community. We look forward to the expertise and experiences that Current Global brings, enhancing our collective conversations with valuable perspectives and innovative approach.”Peter Jacob, Managing Director, Current Global MENAT said:“Just over a year since we hied our first full-time employee we’ve had a tremendous start delivering some of the regions most talked about campaigns. We are driven by an unwavering belief in the power of human-first communications and we look forward to playing our role within the PRCA to champion an earned-first mindset and the wider importance of the communications industry across this dynamic and diverse region.”

PR Professionals, the flagship of the PRP Group, has won the communicators mandate including public relations and digital media, of the prestigious Pension Fund Regulatory and Development Authority (PFRDA). PFRDA, functioning under the Ministry of Finance, Government of India, serves as the chief regulatory body overseeing the comprehensive supervision and regulation of pensions nationwide. Tasked with promoting, developing, and regulating organized pension funds, notably the National Pension System (NPS), PFRDA operates with the mission of catering to the sustainable old-age income needs of the populace. It has undertaken one of the most ambitious assignments of the government of India.The mandate was secured following a competitive multi-agency pitch. PRP will be spearheading the overall communications strategy of PFRDA. "We welcome PR Professionals onboard and look forward to a fruitful collaboration with them. We aim to leverage PRP’s expertise in PR and digital media to effectively engage stakeholders and drive awareness about the importance of financial security through the pension scheme," shared Communication, Media and Public Relations Dept., PFRDACommenting on the win Dr. Sarvesh Tiwari, Founder & Managing Director, PR Professionals shared "We are enthusiastic about contributing our strategic insights and digital proficiency to amplify PFRDA's objectives, facilitating eater outreach and engagement with stakeholders. This partnership signifies a significant step towards fortifying PFRDA's communication strategies and advancing its mission of ensuring financial security through pension schemes for all citizens”PR Professionals is a 360-degree public relations and communications agency that has been delivering quality and excellence since 2011 and has also initiated several philanthropic activities. It provides end-to-end branding and customized public relations solutions that enable businesses to become market leaders. From humble beginnings, PRP today has 12 offices in India and six offices in offshore locations. The 150-member team shares Tiwari's passion for doing extraordinary things in PR and making a difference to the underprivileged through philanthropic activities.

The Global Cybersecurity Association (GCA), a thriving ecosystem for networking, learning, and cyber security in the Information and Operational Technology area, joins hands with Kaizzen – a leading integrated communication company in India. This partnership symbolizes a shared determination to strengthen the GCA brand by enhancing high-level thought leadership and selective media engagement.GCA, an initiative of Transform Foundation, operates with a vision to empower citizens and organizations with education and outreach programs to create awareness and increase knowledge; tools for informed decision making in choosing the products, services, and solutions required to stay safe online and contribute to a more secure cyberspace. Along with that, it also provides a robust network to enable collaboration and support for professionals. GCA aims to create awareness about the responsibility of safeguarding the future of the digital world by spreading knowledge, networking, and anticipating future security threats in a constantly changing cyber threat scenario.Expressing enthusiasm on the collaboration, Vineet Handa, CEO, Kaizzen, stated, "At Kaizzen, we believe that effective communication results in positive change. Our collaboration with GCA is consistent with our mission to elevate the voices of organizations having a significant impact in the cybersecurity space. Working together, we hope to contribute to the larger goal of enhancing cybersecurity resilience globally while also enhancing GCA's brand presence."Roopali Mehra, Director, Transform Foundation sharing her views on the partnership said, “As a nation on the move, where everyone from bustling cityscapes to remote villages have become digital nagariks by embracing technology, we are at the forefront of this global phenomenon. This collaboration with Kaizzen is an important milestone in our quest to build a strong ecosystem for cybersecurity resilience. Kaizzen's expertise in strategic communication will surely contribute to our ability to fulfil our aims and build a nation aware about cybersecurity defences.”With an aim to make India revolutionary in the digital world, this collaboration can be foreseen as a collective step towards a cyber-secure India.

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges; moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.In PR conversation this week, Ajey Maharaj, Head of Corporate Communications & PR, Fortis Healthcare Limited, speaks at length about how PR firms are leveraging advanced technologies such as AI, data analytics; handling crisis management in today’s market ecosystem, PT and corporate communications industry’s performance in 2023, and more.Could you highlight the emerging trends and innovative strategies in the PR industry that are expected to shape the landscape in 2024? How is your firm adapting to stay ahead of these changes?In 2024, the PR industry is set to be revolutionised by advanced technologies like AI, data analytics, and automation. These technologies are enhancing the effectiveness of PR campaigns, enabling the creation of more personalized and impactful communication strategies. AI and data analytics provide deep insights into audience behaviour and preferences, facilitating the creation of hyper-personalised content that resonates with diverse audience segments.Automation is transforming routine PR tasks such as press release distribution and social media management, allowing PR professionals to focus on strategic and creative aspects of their campaigns. This shift towards technology-driven approaches is streamlining operations and adapting PR strategies to the rapidly changing media landscape.Looking ahead, technology’s role in PR strategies will be more pivotal. AI-driven predictive analytics will help anticipate media trends, offering a competitive advantage. This integration of technology in PR points towards a future of innovative, efficient, and effective communication strategies, tailored to meet the evolving needs of audiences and keeping pace with the dynamic industry landscape.How is your PR firm leveraging advanced technologies such as AI, data analytics, and automation to enhance the effectiveness of PR campaigns? What role do you foresee technology playing in PR strategies in the year ahead?In 2024, the integration of advanced technologies such as AI, data analytics, and automation is transforming the approach to public relations. These tools have become essential in enhancing the effectiveness and precision of our PR campaigns. AI and analytics will deepen our understanding of audience behaviours, enabling hyper-personalised, engaging content. This technological integration marks a shift towards more innovative, efficient, and adaptable PR strategies, ensuring our campaigns are both impactful and aligned with the evolving media landscape.Given the unpredictable nature of crises, how does your firm approach crisis management and reputation protection for clients? Could you share any insights into the evolving challenges in this area and the strategies you believe will be crucial in 2024?In the dynamic media landscape of today, effective crisis management is crucial. At Fortis, we tackle crisis management proactively and strategically. Our robust crisis communication plan is designed for immediacy and clarity, featuring real-time monitoring and rapid response mechanisms. Looking towards 2024, we foresee an enhanced emphasis on digital reputation management and leveraging AI for predictive crisis modelling and responsive action. Our strategy is centred around pre-emptive monitoring and preparedness, ensuring we are always equipped with a cohesive response plan to safeguard our brand reputation in any potential crisis scenario.How has your industry performed in 2023, and what has been the experience for both your firm and the broader industry throughout the year?The PR and Corporate Communications industry, especially in healthcare, saw significant growth and faced unique challenges in 2023. This year was defined by an ongoing shift towards digital communication, a greater focus on crisis management, and incorporating advanced technologies. The continuing impact of the pandemic sharpened our emphasis on transparent and empathetic communication, crucial for addressing public health issues and promoting healthcare initiatives.In the broader industry context, there was an increased demand for prompt and accurate information dissemination. This surge underscored the heightened importance of PR and Corporate Communications in building trust and managing reputations during complex situations.Reflecting on 2023, it is clear that it was a transformative year for our industry. It was a period marked by significant learning, adapting to new challenges, and innovative approaches, with healthcare communications becoming increasingly prominent. Looking ahead to 2024, our industry must continue adapting to the dynamic nature of PR and Corporate Communications, ensuring that our strategies are not only effective but also resonate strongly in an ever-evolving landscape.

The Global Cybersecurity Association (GCA), a thriving ecosystem for networking, learning, and cyber security in the Information and Operational Technology area, joins hands with Kaizzen – a leading integrated communication company in India. This partnership symbolizes a shared determination to strengthen the GCA brand by enhancing high-level thought leadership and selective media engagement.GCA, an initiative of Transform Foundation, operates with a vision to empower citizens and organizations with education and outreach programs to create awareness and increase knowledge; tools for informed decision making in choosing the products, services, and solutions required to stay safe online and contribute to a more secure cyberspace. Along with that, it also provides a robust network to enable collaboration and support for professionals. GCA aims to create awareness about the responsibility of safeguarding the future of the digital world by spreading knowledge, networking, and anticipating future security threats in a constantly changing cyber threat scenario.Expressing enthusiasm on the collaboration, Vineet Handa, CEO, Kaizzen, stated, "At Kaizzen, we believe that effective communication results in positive change. Our collaboration with GCA is consistent with our mission to elevate the voices of organizations having a significant impact in the cybersecurity space. Working together, we hope to contribute to the larger goal of enhancing cybersecurity resilience globally while also enhancing GCA's brand presence."Roopali Mehra, Director, Transform Foundation sharing her views on the partnership said, “As a nation on the move, where everyone from bustling cityscapes to remote villages have become digital nagariks by embracing technology, we are at the forefront of this global phenomenon. This collaboration with Kaizzen is an important milestone in our quest to build a strong ecosystem for cybersecurity resilience. Kaizzen's expertise in strategic communication will surely contribute to our ability to fulfil our aims and build a nation aware about cybersecurity defences.”With an aim to make India revolutionary in the digital world, this collaboration can be foreseen as a collective step towards a cyber-secure India.

In the rapidly evolving landscape of public relations (PR), connecting with Generation Z (GenZ) has become a paramount challenge for brands and communication professionals. This dynamic demographic, born between the mid-1990s and 2010, is characterised by its digital-first mindset, tech-savviness, and a strong emphasis on authenticity. To navigate this challenge successfully, PR strategies must evolve to meet GenZ’s unique preferences and values.Orry (Orhan Awatramani), a rising influencer who has successfully connected with GenZ, is the well suited example of the importance of authenticity in PR campaigns. GenZ consumers, skeptical of traditional marketing tactics, value genuine relationships with brands and individuals. Orry’s ability to be himself and entertain people by just being who he is has resonated with this generation, showcasing the significance of building authentic connections in PR campaigns targeting GenZ.Nidhi Madan Verma, Senior Vice President, PR & Corporate Communications, Acko, stressed on the need for a nuanced, multidimensional approach to engage GenZ. She said, “Authenticity is paramount; this generation values transparent communication and is quick to disengage with what feels inauthentic. Brands should also align their messaging with the social and environmental values that GenZ holds dear, such as sustainability and social. Additionally, interactive and engaging content forms like polls, quizzes, and user-generated campaigns foster a sense of community and participation.”Dr Samir Kapur, Director, Adfactors PR, recognises the importance of adapting PR strategies to engage effectively with GenZ. He said, “To connect authentically, PR professionals must embrace authentic storytelling. GenZ values narratives that resonate with their experiences and aspirations. Crafting compelling and relatable stories establishes a meaningful connection, fostering brand loyalty. Visual content plays a pivotal role in capturing GenZ’s attention. Transparency and authenticity are core values for GenZ. PR professionals should communicate openly, addressing both successes and challenges. GenZ appreciates brands that demonstrate a commitment to social and environmental causes. Integrating purpose-driven communication aligns with their values, creating a positive perception.”Dr Samir Kapur further mentioned, “Successfully engaging with GenZ requires a strategic blend of authentic storytelling, visually compelling content, transparency, and a strong digital presence. By understanding and respecting their unique characteristics, PR professionals can forge meaningful connections and build lasting relationships with this influential demographic.”Neha Bahri, Co-founder, Bconnect Communications, highlighted the evolution of PR strategies to cater to GenZ’s unique preferences. She said, “Given the omnipresence of visual and interactive content for GenZ, it has become a mandate for PR professionals to think about bringing together multimedia elements into communications that include short-form videos, memes, and interactive graphics. Various platforms like TikTok, Instagram, and Snapchat, among others, are go-to social media platforms for GenZ, where they spend most of their time of their day. Crafting the message accordingly to engage the niche target audience specific to the platform is what PR professionals must focus on. GenZ loves contemporary engagement with a short time of attention span. Given this unique preference for consuming content, PR professionals can explore bite-sized PR activities that help them build authentic, in-the-moment connections. Feedback is certainly the key and involving GenZ in co-creation initiatives induce a sense of belonging and active participation.”Bhaskar Majumdar, Head - Marketing Communication, CSR & Digital Egis - India and South Asia, emphasised on the need for a nuanced approach in India, given the country’s large youth demographic. “GenZ consumes media differently, preferring short-form content, online streaming, and interactive platforms. This shift has transformed the media landscape in India, influencing content creation and distribution. GenZ is also socially conscious and values brands that align with social and environmental causes. Communicators need to showcase their brand’s commitment to corporate social responsibility (CSR) and sustainability. Create interactive content that encourages participation and engagement, polls, quizzes, and challenges can generate enthusiasm and involvement. Provide opportunities for user-generated content and involve them in co-creating brand narratives.”“One must be mindful of cultural sensitivity and avoid stereotypes. Experiment with new formats and stay agile in adapting to changing communication landscapes. By understanding the unique characteristics of Generation Z and adapting communication strategies accordingly, PR and Communications professionals can build meaningful and lasting connections with this demographic,” Majumdar added.Sonam Shah, Founder and CEO, Treize Communications, noted the importance of connecting with GenZ in a manner that resonates with their digital-first mindset. According to Shah, “Each platform requires a different roadmap. What works on LinkedIn, will not work on Instagram. It is very crucial to build a communication strategy in a manner that resonates with GenZ, therefore, public relations and communications professionals must map an approach adapting to GenZ’s preferences. Polished communication leads to truthful and relatable content. Even when it comes to utilizing PR Tools like Press Release and Guest Articles, the content must be crafted in a manner that resonates and builds recall. The right tonality and language need to be in place. Building authentic connections requires honesty and two-way interactions.”Swati Nathani, Co-Founder and CBO, Team Pumpkin, emphasised on the need for creativity and conciseness in messages to capture GenZ’s shorter attention span. She said, “In order to create authentic connections, professionals must emphasize creating experiences rather than merely selling a product. The engagement and brand recall could be boosted by using polls, quizzes, or other interactive material. It is of utmost importance to ensure the right communication medium and its format. GenZ could find themselves drawn in and have a better overall experience using breakthrough tech-savvy content including AI, Virtual reality (VR), Augmented reality (AR) and various innovative mediums.”Bhaskar Tare, Director, Gloocal Communications, advocated for a real and informal approach in communication with GenZ. He said, “Be real, not too formal. Use videos, memes, and pictures. GenZ loves Instagram and YouTube, so focus there. Make campaigns where they can join in - polls, challenges, and their content. Let them be active participants, not just viewers. It is about being genuine and getting them involved! GenZ really cares about important things happening in the world. Share your brand’s values and how you're helping society. Team up with influencers who GenZ likes and trusts. These influencers can speak genuinely about your brand, making it more trustworthy. Make sure these partnerships are real and match the influencers’ values.”Shalini Gupta, Founder, Secret Sauce Communications, shared the importance of authenticity and purpose in connecting with GenZ and millennials. “As marketers and PR people, we are conscious of this generation that is conscious of their future today and therefore our communication revolves around impactful initiatives that shape the world tomorrow. So, being purposeful, authentic and futuristic will be the need of the hour.”

IPREX Global President and Founder and Chief Executive of AM O’Sullivan PR Ann-Marie O’Sullivan has announced the appointment of two members to its Global Board and the onboarding of its newest partner in Canada. IPREX is the premier global network of independent communications agencies with more than 1,100 staff and 110 offices worldwide.Anu Gupta, Director at APRW (Singapore) will assume the role of Asia Pacific President while Lindsey DeWitte, President of PR and EVP of Purpose + Sustainability at Barkley (Kansas City, Missouri, USA) will take the helm as Treasurer. Both board positions serve a two-year term from January 2024 through May 2026.“We are delighted to welcome Anu and Lindsey to IPREX's Global Board in what is a really positive step in strengthening our international network,” said Ann-Marie O’Sullivan. “In her new capacity as IPREX Asia Pacific President, Anu brings a wealth of local and regional knowledge, as well as her world-class experience and expertise. Lindsey brings solid financial management skills to IPREX, with a focus on sustainable practices. I have no doubt they will both be huge assets to the Global Board, enhancing our connections and bolstering our planning and budgeting processes as we continue to strengthen the IPREX brand.”In her role as Asia Pacific President, Anu will oversee the IPREX network in APAC. She will engage directly with existing IPREX partners in the region, as well as IPREX regional directors, identify opportunities to connect partners for new business opportunities, continued learning, collaboration and global support. She takes the reins from Xavier PRabhu, Founder and Managing Director of PRHUB, an independent public relations and marketing consultancy based in India.“I look forward to embarking on this experience to learn more about global best practices in communications from our IPREX partners and share more about Singapore and the region’s promising future globally,” said Anu.As Treasurer Lindsey will bring years of experience running a B-Corporation to IPREX, where she will ensure financial stewardship, transparency, and sustainability, guiding the network towards its mission through responsible fiscal management. She takes the role from outgoing Treasurer Natalie Best, Chief Operating Officer at French West Vaughan, an integrated marketing agency based in Raleigh.In Canada, IPREX welcomes Global Public Affairs. Established in 1997, Global Public Affairs is Canada’s leading public policy, government relations, and strategic communications firm. The agency brings expert knowledge and insight to help organizations navigate complex challenges and implement winning solutions. Global Public Affairs has locations in Ottawa, Halifax, Toronto, Winnipeg, Calgary, Edmonton, Vancouver and Victoria.“The addition of Global Public Affairs furthers our existing reach into Canada, and strategically expands our presence in the Americas,” said Laura Phillips, IPREX Americas President and President at Vehr Communications (Cincinnati, Ohio, USA). “We look forward to integrating the agency into the network and building strong relationships across the region.”

Ontario: Earnscliffe Strategies (Earnscliffe), a national leader in public affairs, including government relations, communications and digital, and opinion research, has acquired Kaiser & Partners, Inc. (K&P), an award-winning, full-service public relations firm with offices in Toronto and Montreal.Earnscliffe and K&P are confident that this strategic alliance will fortify their positions in the industry and elevate the value delivered to clients.“This acquisition allows us to continue to meet the needs of our clients and opportunities in the marketplace,” said Craig Robinson, CEO, Earnscliffe Strategies. “In addition to broadening our services and capacity in public relations, it expands our footprint in Toronto and establishes a presence in Quebec. It also broadens our team and provides for additional opportunities to grow professionally.”In addition to enhanced client servicing capabilities, this venture is rooted in shared values and a commitment to excellence; a synergy of cultures and an expert-teams approach.“Our success and growth to date has been driven by an unwavering commitment to putting people first and a relentless dedication to helping our clients find communications solutions to business challenges,” said Janine Allen, president, K&P. “We are confident that the likeminded values we find in Earnscliffe will be key to our continued growth and our clients’ continued success.”The acquisition establishes K&P as a wholly-owned subsidiary of Earnscliffe, ensuring continuity in leadership and operations, while enriching business capabilities and resources.“I couldn’t be prouder of the agency we’ve built over the past 12 years, starting from a kitchen-table launch and evolving as we broadened our services and sectors,” said David Kaiser, managing director, K&P. “Our collaboration with Earnscliffe will provide our clients with even more strategic services and regional support, positioning us to compete on a national level.”The agreement, signed on January 19, is expected to close on April 1, 2024. As both companies are privately held, terms are not disclosed.Earnscliffe Strategies is a national leader in government relations, communications and digital, and opinion research. Founded in 1989 and independently owned by our principals, Earnscliffe delivers best-in-class, innovative and winning solutions through a multidisciplinary and expert teams approach. Earnscliffe operates from offices in Ottawa, Toronto and Vancouver, and is a member of the global FIPRA Network.

Authored by Anand Prakash, Reputation Consultant.Every year, India celebrates the return of Ram to Ayodhya as Diwali. This year the Festival of Lights has a new date. In a historic turn of events, the Pran Pratishta ceremony in Ayodhya on 22nd January, 2024, not only sanctified the child form of Lord Ram in the newly built Ram Temple but also symbolizes a monumental effort to unify the ethos of an entire nation carries a distinct significance, heralding the dawn of a new era in India's socio-economic growth journey.The ceremony transcends mere religious sanctification; it marks a mega endeavor to reinforce public faith and trust, bridging a gap of 500 years. Historically, the return of Lord Ram has been synonymous with leadership stability, continuity, and a pathway to socio-economic growth in the Kingdom of Lord Ram. In a similar vein, the Pran Pratishta ceremony signifies the commencement of a new epoch for India, propelling the nation toward achieving the coveted $5 trillion economy milestone.While diversity of ideas fosters creative thinking, the unification of ethos is essential to drive single-minded action and achieve measurable outcomes. This principle has been exemplified by the rapid success of various Asian economies, including China, Taiwan, Korea, and Japan. The collective passion and common connecting spirit emanating from the Pran Pratishta ceremony are poised to serve as unifying factors for the entire nation, laying the foundation for India's accelerated growth.While the Pran Pratishta ceremony has become a catalyst for multilateral economic growth, it also holds the promise of leadership stability, a critical element for driving the pace of growth necessary to realize the 5 trillion-dollar economy goal in this decade. The construction of the Ram Temple has already attracted a substantial investment of Rs 1800 Cr, and the Pran Pratishta ceremony has further spurred significant investment in the redevelopment of the region, creating a conducive environment for a flourishing spiritual tourism economy. According to a recent SBI Research report, the growth of the spiritual travel industry in India can significantly boost the economy.In 2022, Uttar Pradesh witnessed 32 crore tourists, with 2.21 crore visiting Ayodhya alone. The total expenditure by these tourists exceeded ?2 lakh crore, and foreign tourists contributed an additional ?10,500 crore to the state's economy, ranking UP as the fifth most visited state in India. The report anticipates additional tax revenue of ?25,000 crore per annum for the state in FY25 due to increased visitors, highlighting the economic potential unlocked by events such as the Pran Pratishta ceremony.This surge in tourism has led to improved physical and digital infrastructure, enhancing accessibility and increasing meaningful engagement with historical sites. As India strives for a $5 trillion economy by FY28, the development of a spiritual and temple economy in Uttar Pradesh is poised to play a pivotal role in this growth trajectory. In the wake of the Pran Pratishta, Ayodhya emerges not only as a spiritual center but as an economic powerhouse. The renewed vigor in tourism, the surge in investments, and the collective pride of a nation contribute to an undeniable energy that propels us toward the $5 trillion dream. As the temple's sanctity resonates, it also carries the promise of a united India, marching towards prosperity. The road ahead is illuminated not just by the glow of religious fervor but by the beacon of economic opportunity, beckoning us to build a future where faith and progress walk hand in hand.

In conversation with Adgully, Lavanya Wadgaonkar, PhD, Global Vice President of Communications and Global DEI Champion at Nissan Motor Co Ltd, shares insights into Nissan’s performance in 2023, emerging trends in the automotive industry, and the communication strategies adopted by the company for the year 2024.Year in Review:The discussion kicked off with an overview of Nissan’s performance in 2023. Wadgaonkar expressed satisfaction, noting that it marked the completion of Nissan’s transformation plan. Highlighting the success of their presence at the Japan Mobility Show, she emphasized the positive strides made by the company during the year.Trends in the Automotive Industry:When asked about the observed trends, Wadgaonkar delved into the changing landscape of consumer behaviours and communication strategies. She emphasised on the impact of generative AI, big data, and the need for agile communication, especially post-COVID. She also discussed the evolving purchase funnel, highlighting the me-centric consumer, who values environmental consciousness and credibility in addition to pricing.Communication Strategies for 2024:Wadgaonkar detailed the changes in Nissan’s communication strategies for 2024, emphasising on four key pillars. These pillars include strategic excellence, operational excellence with a focus on ground-level communication, talent acquisition, and skill development, especially in the dynamic field of communication.Challenges and Opportunities in India:Though cautious about delving into business specifics, Wadgaonkar acknowledged Nissan’s plans to introduce entry-level ASUV and CSUV in India. She underscored Nissan’s commitment to a pan-India market and global strategies, with a strong focus on sustainability and culture in communication.Global Communication Strategy:Discussing Nissan’s global communication strategy, Wadgaonkar outlined two key objectives: building trust and fostering pride among stakeholders. She detailed five key strategies, including corporate strategy, empowering journeys campaigns, social initiatives, digital channels, and employee communication, all aligned with Nissan’s ambitious 2030 vision.Future Trends in the Automotive Industry:Looking ahead to 2024, Wadgaonkar highlighted trends such as continued emphasis on climate change, software-defined vehicles, and evolving consumer behavior. She discussed the industry’s disruption, driven by electrification, battery technology advancements, and the emergence of new business areas and services.Safety Communication:Addressing the critical aspect of safety, Wadgaonkar emphasised on Nissan’s long-standing commitment to safety. While safety is considered a given, she stressed the importance of creating awareness about safety features and advancements. She showcased Nissan’s campaigns, including those focused on autonomous drive technologies contributing to enhanced safety.What to expect from Nissan in 2024:While maintaining secrecy about specific announcements, Wadgaonkar hinted at exciting developments in the pipeline for 2024. She urged anticipation for Nissan’s upcoming mid-term plan and emphasised the company’s continuous commitment to innovation.

Media Mantra, India’s leading independent PR and integrated communications firm, is set to embark on a transformative journey with a strategic workforce expansion initiative that will witness the addition of 100+ new employees. This expansion will allow the company to meet growing demand from clients and solidify its position as a leading PR and communications provider in India.Media Mantra, founded in 2012, has experienced tremendous growth over the past decade while maintaining its commitment to providing top-tier strategic communications counsel. The company, headquartered in Gurugram with additional offices in Bangalore and Mumbai, currently employs over 150 PR and communications professionals. And the latest announcement, poised to augment its existing workforce by over 100 professionals, is aimed at bolstering capabilities, contributing to sustained growth, and achieving strategic objectives.Udit Pathak, Founder and Director of Media Mantra Group, underscores the significance of this move, stating, “Over the past few years, we have significantly expanded our capabilities to offer fully integrated communications solutions beyond traditional public relations practices. And our expansion is a reflection of our commitment to delivering unparalleled services to our diverse clientele. It aligns with our vision of being at the forefront of innovation in PR and integrated communications. It will also strengthen our integrated capabilities, making us the ideal partner to help companies and brands shape opinions and experiences in the modern world.”Pooja Pathak, Founder and Director of Media Mantra Group, emphasised on the broader impact on the firm’s reputation and client satisfaction, saying, “Our people are everything at Media Mantra. We owe our success to our fantastic team, and we are thrilled to be growing that team substantially this year. This strategic expansion is not merely an addition to our workforce; it's a reinforcement of our commitment to excellence. These new hires will allow us to take our services to the next level and continue pioneering new communications techniques to drive real results for our clients, elevating their confidence and trust.”The 100+ new hires will include positions at all levels across departments ranging from account management, content creation, media relations, creative services, etc. Media Mantra is seeking top talent from India’s best PR, communications and journalism programmes to fill these roles.The strategic vision extends beyond numerical growth, as highlighted by Rekha Gehani, People and Culture Leader at Media Mantra. “With this expansion, we are gearing up for the next chapter of our journey. Our emphasis is not just on numbers but on cultivating a workplace culture that fosters creativity, innovation, and collaboration. We believe that investing in our people is an investment in our continued success. We aim to leverage our experience and expertise to enhance our position as counsellors and collaborators to India’s biggest brands and organisations,” she said.As Media Mantra gears up for this ambitious expansion, it reiterates its commitment to innovation, client satisfaction, and industry leadership.

Hype Studio, a leading PR agency known for its interactive expertise, is excited to announce its latest achievement – securing a PR commission for Santan IVF, a pioneer in fertility treatments Santaan IVF, a trusted name in the reproductive healthcare industry, has been building PR efforts to increase brand awareness and communication with The Hype Studio Hype Studio's proven track record of success in the industry, which is credited ho with their innovative and customized PR strategies, made them a natural choice for IVF. This collaboration is an important milestone for Santan IVF as they aim to increase their brand presence and share their commitment to providing superior fertility solutions. Known for its human-centric approach to public relations, Hype Studio is moving away from AI-generated content to focus on authentic, human content to connect with its target audience emotionally.In a statement, Santan’ IVF, CEO , Mr. Raghab Panda enthused about the partnership, "We believe that The Hype Studio's expertise in producing compelling content plays a vital role in our mission to reach a wider audience." of the community. Their commitment to human-centered communication seamlessly aligns with our values." and we have a reward." We look forward to cooperating."Hype Studio has demonstrated its prowess in PR through successful partnerships with various respected agencies in the past. Their recent partnerships has attracted a lot of attention, re-establishing The Hype Studio as a force to be reckoned with in the PR landscapeVineet Malhotra, Director, The Hype Studio, said, "We are honored to be chosen as our PR partner for Santan IVF. Our team is dedicated to using our experience and creativity to drive the story of Santan IVF." encourage, build an emotional connection with the audience.As The Hype Studio embarks on its journey with Santan IVF, both organizations are poised for each other’s success and are committed to creating powerful stories that will resonate with the community.

The Energy and Resources Institute (TERI) partnered with Kaizzen, a leading integrated communications agency, has partnered with to curate the media and social media outreach for the upcoming World Sustainable Development Summit (WSDS) 2023 to be held at India Habitat Centre, New Delhi in February.The 23rd edition annual flagship event of the not-for-profit, policy research organization is scheduled to be held from 7th February to 9th February 2024. WSDS 2024 will focus on the umbrella theme: ‘Leadership for Sustainable Development and Climate Justice’.Speaking on the occasion, Dr Shailly Kedia, Senior Fellow and Associate Director, TERI said, “We are living in a time of Polycrisis. Key challenges confronting the world include planetary crises, sliding back of key sustainable development goals and the ever-growing conflict situation threatening world peace. It is more important than ever that environment stewardship is promoted at all levels and across all spheres. Today’s challenges for attaining sustainable development are complex and interconnected and will need everyone to work towards creating a more sustainable future. With this backdrop, the umbrella theme of the World Sustainable Development Summit 2024 is: Leadership for Sustainable Development and Climate Justice.”Sharing views on the association, Vineet Handa, CEO, Kaizzen, said, “WSDS (World Sustainability Development Summit) by TERI over the years has established itself as the most impactful and prominent summit on sustainability and environment around the globe. Key opinion leaders from across the globe share their vision on this platform which has had a clear impact on creating momentum towards impactful policy change. Relevance of all the topics deliberated during these summits are of immense importance for mankind and therefore it is a matter of pride for Kaizzen to continuously partner with WSDS for this flagship event.”

Authored by Aparna Garg, Head- Corporate Communications and Investor Relations, Indian Energy ExchangeAs we bid adieu to another transformative year, the undeniable truth surfaces – Artificial Intelligence (AI) has transcended its status as a mere buzzword to become an undeniable force reshaping the communication landscape. Its impact extends beyond the workplace, fundamentally transforming the way individuals connect and collaborate. This evolution places communication professionals at the epicentre of innovation, offering a golden opportunity not only to adapt but to thrive in the AI-driven landscape. The evolving landscape demands versatility, requiring professionals to seamlessly navigate through various facets of communication to ensure a holistic and effective approach. Today and going forward, corporate communicators find themselves donning many hats. They must master the skills of a PR professional, marketer, advertising expert, social media strategist, and investor communicator. Stakeholders access news through various platforms, including traditional newspapers, modern news portals, and specialized finance platforms such as X (formerly Twitter) and LinkedIn. Synchronization of messaging across these diverse platforms becomes paramount – the unity of a singular corporate message necessitates a common communication channel. The communicator must be adept at understanding each platform's intricacies and adapting strategies accordingly. To achieve this synchronization and mastery of diverse skills, communication professionals must continually upskill themselves. Constant learning and collaboration within the company, along with engagement with external agencies, are critical. The principles of equity, diversity, and inclusion hold significance, especially as recent events have sparked debates about platform responsibility, free speech boundaries, and censorship. Communicators are increasingly called upon to navigate these complex discussions, emphasizing the need for ongoing education and collaboration. Now, this might sound like an uphill task, but with the advent of technology, particularly AI tools, this has become achievable. AI plays a crucial role in streamlining communication strategies by analyzing trends, recommending keywords and hashtags, and providing real-time feedback. Imagine AI swiftly processing feedback from sources like Google Forms and instantly sharing key insights through channels like Slack. It's akin to having a super-fast analysis team that aids decision-making and keeps everyone updated without requiring a tech expert. Personalization is key for developing an enriching connection with the target audience. Here, communication professionals can capitalize on AI's ability to analyze data for deeper insights into audience behaviour. Streaming services like Netflix, Amazon Prime, and Hulu leverage AI tools for creating personalized experiences, while companies increasingly rely on AI-driven chatbots to provide tailored assistance for customers navigating through apps and websites. Moreover, hyperlocalization has led to the rise of vernacular content, opening a wide market for communication experts to tap. The Indian government's unveiling of an AI-led translation system, Bhashini, ensures seamless communication between people speaking diverse languages. This showcases AI's prowess in simplifying the process of generating multilingual content instantly.  As professionals embrace the evolving landscape, it becomes imperative to upskill and match the tunes of the changing times. Integrating AI into operations is not just an option but a necessity to gain a competitive edge. This requires a solid understanding of how AI prompts work, as the quality of the prompt determines the quality of the result. Clear, simple, concise, and sharp prompts yield better results. Understanding the basics of Natural Language Processing (NLP) is crucial in crafting creative and unique content through effective prompt engineering. Communication professionals are on the cusp of witnessing the biggest revolution in the industry, and they should embrace this change wholeheartedly. Treating AI as just a tool is not enough; it is a fellow companion or a buddy that helps work efficiently to deliver quality results. However, it is crucial to maintain oversight of the process. In an era where collaboration between humans and machines is indispensable for producing reliable results, AI can refine research, identify trends, and contribute to ideation. Yet, human intelligence remains crucial to ensuring that the content retains its authenticity and does not sound robotic or formulaic. This evolving landscape requires professionals to embrace AI not as a replacement but as a transformative ally. By leveraging AI tools, communication experts position themselves at the forefront of innovation, capable of harmonizing multifaceted roles and mediums for impactful connections in the years ahead. AI technologies are opening up wider avenues for greater creativity and accessibility in human expression while promising a profound shift in how we connect and convey ideas. As the communication landscape continues to evolve, the partnership between AI and communicators will undoubtedly play a pivotal role in shaping the future of effective and engaging communication strategies.

Konoz, an initiative of the Saudi Ministry of Media’s Center for Government Communication, launched “Horizon”, a new documentary documenting the Kingdom’s rich biodiversity and natural resources. Produced in collaboration with the National Center for Wildlife, the documentary is currently streaming on Netflix.The film, the latest production of the Konoz Initiative, aims to raise awareness of Saudi Arabia’s species richness and biodiversity and its distinctive geographical areas, and highlights the leading efforts exerted by the Kingdom to protect wildlife, preserve rare species, and acquaint the world with its various rich resources. The documentary showcases Saudi Arabia’s picturesque nature, its diverse plant and animal life, and the abundant riches of its lands.Commenting on the release, H.E. Minister of Media, Mr. Salman bin Yousef Al-Dosari, said: “Horizon is a new documentary designed to showcase and acquaint the world with the secrets and richness of Saudi Arabia’s wildlife.The documentary provides a visual journey into the Kingdom’s wide variety of fungal organisms in their natural habitats, such as plains, mountains, valleys, and vast sea. Viewers will enjoy learning about the variety of animal populations, such as the dugong, dolphins, Arabian leopards, deer and oryx species. They will also be given a glimpse into the Kingdom’s unique biodiversity, varied terrains, regions, and different climates, which nurture the harmonious coexistence between more than 10,000 species, each of which have made unique adaptations to thrive in their specific environments.Through “Horizon”, viewers will embark on a visual journey across five elements: marine ecosystems, mountains, deserts, humans and nature, and will be swept off into the future, to learn about the prospects for the Kingdom's environmental wealth.Mohammed Qurban, CEO of the National Center for Wildlife, underscored the importance of this joint project produced in collaboration between the National Center for Wildlife and the Ministry of Media, which documents the various animal species across the Kingdom.He said: “This documentary reflects Saudi Arabia’s diligent efforts towards restoring terrestrial and marine ecosystems, supporting biodiversity, expanding protected areas, as well as nurturing endangered species in controlled environments and reintroducing them into their natural habitats. This would enhance ecological balance and achieve sustainability.”

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges; moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.In PR conversation this week, Valerie Pinto, CEO, Weber Shandwick India, speaks in length about emerging trends expected to shape the PR industry in 2024, shedding light on the firm's focal points for the year.She further speaks about how a PR firm leveraging advanced technologies, Pinto elaborates on the firm’s crisis management and reputation protection approach for clients, insights into the evolving challenges in this domain and outlines the strategies considered crucial for 2024 and much more! Could you highlight the emerging trends and innovative strategies in the PR industry that are expected to shape the landscape in 2024? How is your firm adapting to stay ahead of these changes?In 2024, I foresee an industry-wide transformation, marked by a people-centric and humanised approach adopted by brands. Embracing diversity, equity, and inclusion, brands seek authentic connections with their audience. Furthermore, the emphasis on purpose-driven PR and Environmental Social Governance (ESG) remains pivotal, reflecting a commitment to authenticity and social responsibility. The role of technology, particularly AI and data-driven approaches, further augments these trends. Leveraging advanced analytics, brands can measure the impact of their campaigns, ensuring a seamless integration of technology for more effective and purposeful PR strategies. Thus, navigating these trends will lead to impactful campaigns, shaping the PR landscape in 2024.At Weber Shandwick, we stay true to the heart of earned media, but our commitment extends to continuous learning, investing in talent, and weaving innovation into our storytelling. Our culture prioritises continuous growth and skill enhancement. We organise several in-house skill enhancement workshops like Prepare to Lead, The Art and Science of Leadership, and PR Garage, which drive upskilling and talent management. These skill workshops cover media relations, digital marketing, content improvement, and many more insightful segments. Furthermore, webinars from industry experts, external certifications, and platforms like LinkedIn Learning empower our team for continuous learning.How is your PR firm leveraging advanced technologies such as AI, data analytics, and automation to enhance the effectiveness of PR campaigns? What role do you foresee technology playing in PR strategies in the coming year?For us embracing digital data and analytics in our business strategy has always been in our DNA, offering substantial benefits to brands. We maximise the impact of our campaigns by strategically employing advanced technologies like AI and data analytics, enhancing campaign tailoring based on demographic and behavioural data. Automated content creation streamlines diverse content generation, allowing our team to focus on strategic endeavours. Thanks to AI, we can quickly analyse large amounts of data in real-time, finding valuable insights that are crucial for successful PR strategies. In essence, our firm excels in integrating AI to streamline processes, enhancing the effectiveness, accuracy, and success of our PR and marketing initiatives.In the coming year, AI will revolutionise PR strategies by optimising content creation, enabling personalised communication, and enhancing crisis management through real-time monitoring and sentiment analysis. Advanced analytics will provide comprehensive insights, allowing constant refinement and improvement of data-driven campaigns, demonstrating true value, and shaping the future of dynamic PR strategies.Given the unpredictable nature of crises, how does your firm approach crisis management and reputation protection for clients?In today’s era, crisis is just a notification away. Social media has intensified the complexities for PR professionals – handling negative conversations, safeguarding brand reputation, and confronting the rise of boycotts or cancel culture. With information moving at a fast pace, crisis protocols and management are a must.Addressing misinformation and preserving client reputations is a significant challenge, particularly in today’s fast-paced environment where turnaround time is abbreviated. In such situations, quick decision-making becomes even more pivotal in managing and communicating through adversity.Our approach to these challenges is marked by astuteness, combining a human touch with precision and a strategic mindset. This ensures that we not only navigate the complexities efficiently but also uphold our commitment to delivering effective solutions for our clients. Our protocols are rooted in experience and prioritize training internal stakeholders for real-world impact. We equip our team with workshops that provide real-time experiences, building confidence to handle complex situations.At Weber Shandwick India, we've also developed our own proprietary award-winning crisis simulation software, Firebell, which is tailored to service varied client industries and their influencer groups. We provide clients, with not just crisis management but robust resilience and unwavering confidence.With an increasing emphasis on diversity, equity, and inclusion, how is your PR firm addressing these aspects in both internal operations and client campaigns? What steps are you taking to ensure a more inclusive representation in your client portfolio and within your organisation?At the heart of our organisational ethos lies an unwavering commitment to diversity, equity, and inclusion, seamlessly woven into our core values. Inclusion, standing as one of our four fundamental values alongside Courage, Curiosity, and Impact, is championed from the initial stages of our hiring process and throughout an employee’s tenure. With a workforce proudly comprising 66% female employees, we place a deliberate emphasis on fostering gender diversity. Internally, we cultivate diversity and inclusion through curated activities like offsites, celebrations, and sports tournaments, contributing to a workplace culture that is not only vibrant, but also deeply collaborative.Externally, we team up with clients who champion diversity and inclusion, valuing social responsibility and fair representation. Our shared values amplify diverse voices and stories in the communication realm. Our progressive collaboration with manufacturing clients like Vedanta involves promoting gender diversity in traditionally male-dominated fields through initiatives like the Hard Hat Challenge. With Abbott, we address taboos surrounding menopause, raising awareness about its challenges. Our partnership with Meta focuses on leveraging data and insights to lead impactful narratives at the grassroots level. These campaigns, among others, reflect our commitment to diversity, inclusion, and equity.How has the PR industry performed in 2023, and what has been the experience for both your firm and the broader industry throughout the year?The industry in 2023 went through a transformative phase, embracing digitalisation, data insights, and a greater focus on diversity and inclusion. These trends reshaped communication strategies, highlighting authenticity and societal impact. Collaboration and innovation became crucial, defining a landscape where success was linked to adaptability.We embraced these changes with strategic innovations and client-focused approaches. Despite challenges, we skillfully navigated them through our data-driven approach, cultural intelligence, brave ideas, and flawless media choreography. Our commitment to excellence and client satisfaction led to positive outcomes and strengthened partnerships.Anticipating the future, we envision an ongoing shift towards more humanised communication, driven by technological advancements. The PR industry’s performance in 2023 establishes a foundation for a future where the emphasis lies on earned media and in-culture communications. This convergence of technology, society, media, and culture aims to purposefully drive real value for people and communities.What are the three things you are going to focus on this year?This year, our focus centers on the following three key pillars:Measurement & Risk Framework:In today’s era, clients emphasise the measurement of the campaigns through ROI and the impact generated. We’re spearheading frameworks that move beyond superficial metrics, tracking sentiment, brand perception, and the larger impact. This ensures accountability, optimises resource allocation and elevates the perception of PR as a strategic business partner.Diversity & Inclusion:Our audiences are diverse, and we believe our voices must reflect that. We continue to foster diversity and inclusivity, from hiring our team and reflecting it in our work, to building an inclusive workplace. This actively contributes to a more equitable and representative communication landscape, leading to more authentic storytelling and deeper audience engagement.AI + Digitisation in Communication:AI isn’t here to replace us; it’s here to empower us. By leveraging AI tools for data analysis, content creation, and audience targeting, we work smarter, not harder. This frees up our creativity and strategic expertise to focus on what truly matters. Embracing digitisation is essential for navigating new channels, creating personalised experiences, and delivering measurable results, ensuring PR’s relevance in a tech-driven future.

Authored By: Anindita Gupta, Co-Founder, Scenic CommunicationThe fabric of communication has undergone a profound change with the rise of new technologies, particularly the internet and social media. In the world of Public Relations (PR), responsible for shaping how companies communicate with the public, these changes are strikingly evident. Gone are the days when PR predominantly relied on traditional channels like newspapers, TV, and radio; the present landscape is dominated by the internet and social media. Adapting to this transformative shift, PR professionals must not only embrace but also master these new platforms, redefining their approaches to connecting with people.Revolutionizing CommunicationThe way we communicate has changed a lot because of new technology, like the internet and social media. In Public Relations (PR), where people manage how companies talk to the public, these changes are noticeable. Before, PR mainly used things like newspapers, TV, and radio. But now, the internet and social media are taking over. PR folks need to learn how to use these new platforms and ways of talking to people. It's a big change, and it means they must figure out new ways to reach people and keep up with how quickly information spreads online.The Rise of AI in PRAI has stepped into the PR field, and a survey found that nearly 67.8% of PR professionals are already making use of AI in their work. This growing relationship between AI and PR underlines the importance of comprehending how AI is being used and the impact it's causing. While AI's integration into PR will introduce changes, it doesn't necessarily signify negative outcomes. If harnessed effectively, AI can serve as an asset for PR professionals, offering new ways to enhance their work and strategies.Efficiency, and Enhancing Communication StrategiesOne big change is that AI is handling tasks that used to be boring and took up a lot of time. This means PR pros need to learn new things or get better at what they already know to keep up in this changing field. The importance of critical thinking, being flexible, editing, and telling stories well has been underlined in The State of PR Technology 2023 report AI brings many benefits to PR. It's great at automating boring tasks, saving a lot of time and money. It also helps analyze big amounts of data fast, giving important info for making decisions. AI is awesome at figuring out exactly who your audience is, making communication more personal and effective. Plus, in a crisis, AI can check social media and news quickly, letting PR folks know if there's trouble and helping them respond fast. AI-powered chatbots and virtual helpers also make customers happier by giving personalized help, making the whole experience better.Promise and Perils of AI in PRWhile the integration of AI in PR brings undeniable benefits, it also raises legitimate concerns. A significant apprehension stems from AI systems potentially struggling to comprehend emotions or express empathy, posing challenges in the establishment of meaningful relationships. Privacy issues, biases, and the dissemination of inaccurate information further fuel concerns, influencing the level of trust people place in AI-driven content. The fear of job displacement for PR professionals looms as AI seamlessly performs tasks, potentially reducing the demand for human intervention. Additionally, an overreliance on technology raises the specter of stifling creativity, intuition, and human judgment—critical elements in the dynamic field of PR. The omnipresent risk of AI errors leading to mistakes in PR campaigns, and consequently, tarnishing a company's reputation, adds another layer of caution to the adoption of this advancing technology."Conclusion:AI is like a helpful sidekick to PR experts. It gives them important info and tools they need. But remember, human skills are still super important. It's a monumental change, demanding quick adaptation to the swift and widespread dissemination of information online, and fostering a need for innovative strategies to engage with audiences in this dynamic digital age. PR pros take the info from AI and figure out what it means for their own brand and what's happening in their industry. They use their own experiences to make smart choices and build relationships. Think of AI as an assistant—it makes things easier, but humans are the bosses. It helps PR work go faster, but it's human judgment that makes the final decisions and creates strong connections. DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

 Indoco Remedies has launched an innovative marketing campaign for its Sensodent K brand, a toothpaste specially formulated for individuals with sensitive teeth. This nationwide launch is supported by a 360? multi-channel media strategy. Created by Concept Communication, this campaign offers a humorous take on our interest in trivial matters, which makes us miss the important ones.The campaign has created a fictional world called the “Mangalverse”, showcasing their lives, their eccentricities, their quirks, while asking a very profound poignant question “Pata hai kyun?”. Sensodent K’s promise of “tooth ka current gone toh life ka current on”. A toothpaste so effective in managing tooth sensitivity, that highlights Sensodent K’s commitment to manage tooth sensitivity, allowing you to embrace life without discomfort and inconvenience.The campaign challenges all the known dogmas of the category and creates a new lexicon for the category. The 360 campaign that rolled out on the 7th of November takes into account the context of today’s consumer and understanding their needs for the category and its communication. The conversations around the brand will be very distinct ensuring better efficacy leading to greater affinity.“Our task revolved around establishing a robust presence for the Sensodent brand within a category largely characterized by problem-solving advertisements. As a challenger brand, we faced the imperative of devising a compelling communication strategy that not only stands out amidst the competitive clutter but also delivers exceptional effectiveness. Our goal was to craft a campaign that maximizes the impact of our limited budget to its fullest potential”, said Ms. Aditi Kare Panandikar, Managing Director – Indoco Remedies Ltd.Vivek Suchanti, Chairman and Managing Director; Concept India, said “The creative challenge was to create a campaign that builds on the brand promise but delivers it in an unexpected way. This would ensure conversations around the brand Sensodent K and make sure it resonates with the current expectations of the consumer”.The film was shot by Puppet Films, Directed by Naren Multani and Produced By Hozefa Alibhai.

Written by Madhukar KumarAh, the joy of sharing our glittering triumphs on social media! We all do it, myself included. But I am switching gears as 2023 ends, and diving into my comedy of errors, and talking about the not-so-glamorous episodes.First, my health and fitness saga. Picture this: a lonely treadmill gathering dust, sending me guilt-tripping glances as I repeatedly chose extra snooze time over sweat time. It has been a year of playing hide and seek with my workout gear, with me being the undisputed champion of hiding.Sleep, or the lack thereof, has been another epic tale. My travel itinerary turned my sleep schedule into something resembling a badly plotted time travel movie – erratic and confusing! This led to my body throwing tantrums in the form of high blood pressure and anxiety. Who knew sleep wasn't just a mythical creature from fairy tales?Now, let's talk about my culinary adventures, or as I like to call it, "Fast Food: The Burger Chronicles." I have been a resolute patron of the convenient over the healthy, possibly setting a world record in burger consumption. My veggies have been staging a silent protest in the fridge.Reading and writing took a backseat too, turning my bookshelf into an exhibit of "Books I Swear I'll Read Someday." These unread masterpieces are now considering starting their own book club, without me.And social connections? Well, I have been the Houdini of returning calls. "I'll call you back" turned into the catchphrase of the year. Birthdays, anniversaries, important dates – all vanished in the Bermuda Triangle of my memory. Let's just say, my New Year's resolutions are pre-written.So, there you have it – my 2023 blooper reel! Sharing this is like stand-up comedy but without the stage and audience. It's a reminder that life's not always picture-perfect, and that's perfectly okay.I am hereby tripping, stumbling, but ultimately, laughing my way into learning and growing in 2024!

Minus Zero, a Bengaluru-based artificial intelligence startup specializing in the development of self-driving vehicles, proudly announces its strategic partnership with The Media Manifest, a leading PR agency renowned for its innovative communication strategies. This collaboration marks a pivotal moment for Minus Zero in fortifying its communication strategies and amplifying its presence in the autonomous driving industry.The Media Manifest will oversee Minus Zero's PR presence. Through this partnership, the agency aims to ensure effective communication of Minus Zero's groundbreaking advancements and contributions to the future of mobility. Founded in 2021, Minus Zero has recently unveiled the zPod, India’s first autonomous vehicle. According to the company, Minus Zero positions itself as a technology provider. Its goal is to offer its advanced autonomous driving technology to other manufacturers, aiding in enhancing their Advanced Driver-Assistance Systems (ADAS) suite.Nupur Maheshwari, Co-Founder of The Media Manifest, expressed excitement, saying: "Joining forces with Minus Zero presents an exciting opportunity for The Media Manifest to contribute to the narrative of cutting-edge technology in the mobility sector. We look forward to leveraging our communication expertise to amplify Minus Zero's impact and drive the conversation around the future of autonomous vehicles.”The Media Manifest is a boutique Public Relations and Digital Media agency, founded by Kinjal Shah and Nupur Maheshwari in 2021. Having a focused approach in the new age space, TMM offers tailored public relations and digital solutions in the rapidly shifting ecosystem by driving the brand narrative to achieve maximum impact. Their expertise lies in strategic analysis, collaborations, and creative outlook from the brand's perspective. Headquartered in Mumbai, the agency provides solutions like Reputation Management, Crisis Communication, Strategic Consultation, and Influencer Marketing. The practices are centered around BFSI, wealth management, personal finance, technology, startup, and hospitality amongst other spaces

Authored by Archana Jain, CEO India's Economic Ascendancy As the world rebounds from the pandemic, India has not only emerged as a resilient economy, but is also a powerful voice globally. In 2023, it became a pivotal market for transnational businesses which had a healthy rub-off on the Indian PR industry. Our industry's steady growth trajectory since 2022 is a testament to the importance of strategic communications.The robust performance of the Indian economy is set to continue in 2024. Factors such as increased investment in infrastructure, stable governance, and the country’s sustained attractiveness are expected to fuel continued growth. This positive outlook bodes well for the Indian PR industry, presenting new opportunities for communication professionals.There is also an increasing confidence among Indian brands to make a global foray allowing us to craft cross border campaigns and enlarge our realm of influence. Integrated PR in 2024: In the coming year, PR strategies will continue to embrace an integrated format, with 'owned media' taking centre stage in compelling storytelling. Authentic and human stories will be the driving force, harmonised across the 'merged media' model. In the era of dissolving boundaries between paid, earned & owned, PR's role is pivotal in shaping appeal across various platforms like websites, LinkedIn, Instagram, and YouTube. The Power of Purpose-Driven PR: Today, more than ever - brands are emotions. In 2024, PR professionals must lead the way in emotive storytelling, aligning brands with societal values. A commitment to people, planet, and purpose will be a clear PR advantage, resonating with both consumers and employees.Social Media Dominance: Social media's influence will only grow in 2024. It is imperative for PR professionals to excel in original content creation, engage with the brands' audience and build thought leadership on relevant platforms. Influencer marketing and key opinion leader (KOL) collaborations will remain critical for tapping new audiences and amplifying brand messages.AI Integration for PR Success: While creativity remains at the core of PR, the adoption of artificial intelligence (AI) is paramount. In 2024, PR professionals must leverage AI for data analysis, industry insights, and content generation. Smart utilization of AI can help overcome talent shortages and enhance the efficiency of the practitioners.No Escape from Learning: The fast-evolving PR landscape demands constant upskilling. From AI-driven analytics to digital marketing expertise, PR professionals must acquire new skills to remain competitive. Ongoing learning and adaptation to emerging trends will remain crucial for success. As Charles Darwin rightfully said –“It is not the strongest of the species that survives, nor the most intelligent. It is the one that is most adaptable to change.” Return on Investment: As clients increasingly demand measurable results, measuring the success and return on investment (ROI) of campaigns must go beyond the standard reporting of a breakdown of media/social coverage and reach; a digital sentiment analysis against performance KPIs with a focus on relevant stakeholders; and improvement in media sentiment, including uptick in positive inbound media enquiries or increase in media and website traffic; increases in keyword rankings for specific topics and leaders. We hope that in 2024 budgets will allow us to allocate more resources to help us capture sentiment to track progress and measure the impact of campaigns via before-and-after stakeholder surveys. ConclusionIn the dynamic realm of PR, 2024 promises exciting opportunities and challenges. By embracing integrated communication, purpose-driven storytelling, and leveraging advancements in AI, PR professionals in India can lead the way in shaping compelling narratives that resonate globally. The key to success lies in staying agile, continually learning to skillfully navigate the evolving PR landscape and measuring success.

 PR Boutiques International (PRBI), a prominent global network of founder-led boutique PR firms, today announced its newly elected executive officers and directors for 2024 - 2025.This change heralds a renewed commitment to providing agency owners a dynamic, supportive, growth-oriented community that unites around offering culturally-aware, handcrafted public relations services worldwide. Simultaneously, member agencies are able to offer clients the extensive experience of vetted PR professionals in various locales and a broad range of industries, without the inherent big-agency fees for that level of talent.Elected to a two-year term are Julia Labaton of RED PR, as president, joined by vice president Durée Ross of Duree & Company, treasurer/secretary Jeffrey Graubard of The Other Agency, Member at Large Tarunjeet Rattan of Nucleus PR, and president of PRBI Europe Juris Petersons of Jazz Communications. The board of directors welcomed Taru Nikulainen of Brunnen Communications to help guide its international growth.Ms. Labaton notes “The network thrives on collaboration over competition, offering a community to learn, network, and mentor while its members provide their clients more executive counsel and tailored services than larger, brand-name agencies.”Founded in 2008, PRBI is the world’s leading peer-to-peer network for independent, best-in-class communications agency owners. With more than 30 boutique firms across the globe, the network offers member agencies’ clients unparalleled access to senior communicators, on-the-ground cultural knowledge, and a track record of success in key industry sectors. The common thread weaving this association together is that, as small agencies (most between 3-15 employees), each member customizes client service, ensuring a blend of personal attention, efficiency, and cost-effectiveness.PRBI members meet in person once a year at its Annual General Meeting (AGM); last year’s event was in Milan, Italy. This spring’s AGM will take place in New York City.Along with the AGM, there are monthly online networking and learning meetings with both industry and business-thought leaders. Additionally, members regularly share industry intelligence and new business opportunities.

Authored by Atul Malikram, PR Consultant & Founder PR 24x7In an era dominated by technology, one element stands out as the true trendsetter: data. As businesses navigate the complexities of the digital landscape, the demand for data expertise has skyrocketed. In this tech-driven age, data analytics has transcended its role as a mere tool, evolving into the secret sauce that shapes audience-tailored PR strategies with tangible results.Gone are the days when data analytics was confined to the realms of consumer insights and business intelligence. Today, it plays a pivotal role in unraveling the mysteries of SEO progress, media reach, earned media, and audience behavior. The power of data lies not only in its ability to provide insights but also in its capacity to guide businesses toward finding the right solutions for their clients at precisely the right time.The Rise of Data Analytics in PR StrategiesIn the dynamic world of public relations, precision is paramount. Crafting effective PR strategies requires a deep understanding of the target audience, their preferences, and the ever-changing media landscape. Here, data analytics emerges as a game-changer, offering PR professionals a wealth of information to make informed decisions.By leveraging data analytics, PR experts can identify trends, analyze consumer behavior, and tailor their messaging accordingly. The ability to anticipate and respond to market shifts in real-time is invaluable. Whether it's adapting to changes in media consumption habits or fine-tuning communication strategies based on audience sentiment, data-driven PR approaches are rewriting the rules of engagement.Unveiling the Impact on SEO ProgressSearch Engine Optimization (SEO) is the heartbeat of online visibility. In the digital age, businesses rise and fall based on their search engine rankings. Data analytics plays a pivotal role in optimizing content for search engines, ensuring that businesses not only get noticed but also resonate with their target audience.PR campaigns heavily rely on effective SEO strategies to secure media placements and increase visibility. By analyzing keyword performance, monitoring search trends, and understanding the intricacies of algorithms, data experts can fine-tune PR content for maximum impact. This symbiotic relationship between data analytics and PR not only boosts online presence but also enhances the overall effectiveness of communication efforts.Navigating the Media LandscapeIn the dynamic world of media, understanding the effectiveness of PR campaigns is crucial. Data analytics provides a comprehensive view of media reach, helping PR professionals identify the most impactful channels for disseminating their messages. Whether it's traditional media, social platforms, or emerging digital channels, data-driven insights enable PR experts to allocate resources strategically and maximize their reach.Unlocking the Potential of Earned MediaEarned media, a coveted outcome of successful PR campaigns, is now within close reach thanks to data analytics. By monitoring and analyzing media coverage, PR professionals can identify opportunities for amplifying positive coverage and mitigating any negative sentiments. Real-time data allows for agile adjustments to PR strategies, ensuring that the earned media landscape remains favorable and aligned with organizational objectives.Meeting Client Needs in Real TimeThe ultimate goal of any PR campaign is to find the right solution for the right client at the right time. Data analytics facilitates this by providing actionable insights that go beyond traditional guesswork. PR professionals armed with data expertise can adapt and evolve their strategies in response to changing market dynamics, ensuring that their clients remain ahead of the curve.The Future of Data Expertise in PR and TechAs we move further into the age of tech dominance, the demand for data expertise in PR, Media, and Tech is expected to soar. Businesses that embrace data-driven decision-making and integrate data analytics into their PR strategies will not only stay competitive but also thrive in an ever-evolving landscape.In conclusion, data is the real deal in the contemporary business environment, and its role in shaping PR, Media, and Tech strategies cannot be overstated. The integration of data expertise is not just a trend; it's a necessity for those looking to craft impactful PR campaigns, navigate the intricate media landscape, and stay ahead in the dynamic world of technology. The future belongs to those who harness the power of data to inform, innovate, and elevate their PR and Tech endeavors.

Usha International, one of India’s leading consumer durables brands, recently awarded its public relations mandate to Ketchum Sampark. The agency will offer a strategic approach to the brand’s product communications and oversee media relations to elevate Usha’s presence pan India. The account was won following a multi-agency pitch.Usha International has a legacy of over 85 years and has been a household name touching the lives of millions of consumers across India. With a diverse product portfolio from sewing machines to fans, home appliances, water coolers and dispensers to architectural and decorative lighting, and more, Usha International has been a trusted name for its products and quality.“We are glad to have Ketchum Sampark on board as our PR partner and are confident that the agency will help us enhance and strengthen our brand positioning and leverage our product offerings and key initiatives across relevant channels” said the spokesperson for Usha International.“We are excited to partner with Usha International, a heritage brand with the knowledge and vibrancy of today. Usha’s consumer-first approach, its innovative and distinct product range align perfectly with our mission of growing the brand through impactful communication and relevant media relations. We look forward to contributing to the continued evolution and success of this much loved and instantly recognisable brand.” said Rohan Srinivasan, Managing Director, Ketchum Sampark.

Bloomingdale Public Relations Pte Ltd., one of the fastest-growing PR firms in Asia, wins the PR mandate for Bel Group in the dynamic markets of Southeast Asia. Following a successful collaboration with the Company in India, where Bloomingdale played a pivotal role in creating and elevating the brand image, the firm will now take charge of all public relations activities for Bel Group in Singapore, Indonesia, and Malaysia. With a strong brand-building legacy and a reputation for delivering impactful PR campaigns, Bloomingdale PR is poised to bring its PR expertise to the forefront in this region, managing all earned corporate and consumer media relations for Bel Group in Indonesia, Malaysia, and Singapore. The collaboration showcases a robust Southeast Asia focus for Bloomingdale PR, thereby establishing a solid foothold in the Southeast Asia region and leveraging Bloomingdale PR's extensive experience in public relations and influencer marketing.One of the recent milestones of this partnership was Bloomingdale's role in announcing Bel's innovative brand initiative- the launch of Indonesia's first cheese factory for kids – the Belcube Cheese Factory at Youreka Kids Farm, Jakarta. The successful event witnessed many influencer and PR activities meticulously orchestrated by Bloomingdale, showcasing the firm's prowess in creating compelling narratives and impactful brand experiences across the APAC region.Sharing her thoughts on the announcement, Diana Fernandes, Founder and CEO of Bloomingdale PR, said, "We are thrilled to continue our journey with Bel Group in Singapore, Indonesia, and Malaysia. Our previous collaboration in India was a testament to the synergy between our teams, and we are confident that our strategic approach and creativity will further enhance the brand's presence. Our shared commitment to innovation and excellence positions us to deliver unparalleled PR services in Southeast Asia."Alamjit Singh Sekhon, General Manager, Bel Group- South East Asia, remarked, "We are excited to collaborate with Bloomingdale PR yet again as we expand our presence in the Southeast Asia region. Bloomingdale played a pivotal role in the growth of The Laughing Cow brand in India, contributing to the brand's success and establishing a strong presence. We are confident in their ability to build and strengthen our brand's awareness across Singapore, Indonesia, and Malaysia. Bel Group is committed to providing healthy snacking products that are accessible, delicious, and nutritious products in line with the philosophy of 'for all for good.' This partnership signifies a new chapter of growth and engagement for us."As Bloomingdale PR continues to grow its footprint in Singapore, the firm remains dedicated to crafting compelling brand stories and building lasting connections between clients and their audiences. Over the last decade, Bloomingdale PR has catered to over 100 clients across industry verticals such as hospitality, lifestyle, startups, technology, and real estate.