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.

Authored by Anand Prakash, Reputation Consultant.The alliance between a Reputation Consultant and his client is sacred, marked by a commitment to build understanding, foster genuine care, and drive effective communication. It serves as a stronghold for safeguarding and promoting their reputation at its zenith. I bear a profound sense of responsibility and nostalgia for those who trust us and bestow upon us the most invaluable asset in the world – their REPUTATION.A turn of a day brings us to a New Year. I cannot help but wonder why the turn of a calendar year becomes so important to us, although nothing much changes as the four digits at the end of your date line increases by one. The turn of financial year comprises a spirit of fiscal pragmatism. Our cultural New Year, although celebrated around the same period but on different dates, has an extremely strong community relevance. However, it is the Calendar New Year, the becoming of 2023 to 2024, which has an all-pervading unifying character. The beginning of a new calendar year brings with itself a certain closure as well as a period of reflection and future planning.    For years as a communications consultant, the new year has been an occasion to not only make customary exchanges with the clients we have serviced, but to engage and discuss the road that we travelled together and the way ahead that needs to be paved. Over the years, the entire exercise evolved naturally and seamlessly, so much so it has become an integral part of our lives.It has become like friends catching up to recapitulate the year gone by and making plans for the adventures yet to come. It is during these occasions that often have I and my team been touched with the realization of the trust and faith that we have been entrusted with. There have been few consistent reminders year after year, every new year, from these heart-to-heart exchanges.In the intricate world of business, where success is often measured in numbers and bottom lines, there exists an intangible yet invaluable currency that flows beneath the surface - the currency of trust. For communications professionals, brand reputation management is not merely a job; it’s becoming an extension to the brand. The trust reposed upon us is the lifeblood that courses through the veins of the relationship between a communications consultant and its clients, making the consultant not just a strategic advisor but the banker of client and brand reputation.As communication consultants, our every exchange is not just a transaction of services but an investment in a sacred covenant. Our entire evolution needs to evolve as a custodian of reputation and trust, a keeper of promises, and a custodian of the intangible assets that define a brand. This position, howsoever attractive, cannot be achieved overnight. We often advise to our clients, the process of brand building is not so much an outcome of doing something big, but more of doing significant things consistently. Similarly, building credibility comes over time though consistent, concerted efforts. Trust and faith between the consultant and the client builds over time. It is a meticulous construction, a blend of competence, transparency, and delivery.In this process, there will be rooms you will walk into where the mere reception of yours will tell you that you have earned is the reputation of being an able advisor and a harbinger of solutions to key challenges faced by your clients. Then there will be rooms when the reception will tell you that there is a bridge to be built, a chasm to be crossed. In the case of the former, it is important to safeguard against complacency and not take your clients for granted. In the case of the latter, you would know there’s a work that’s cut out for you. Depending upon how wide the chasm is, thinking on your feet, quick action, and delivery might be the need of the hour.Irrespective of how far along one has progressed in career, a communication consultant remains a frontline soldier for a brand, especially considering the dynamic times we live in. Communication has become easier; it has also become chaotic. With information travelling at the speed of light and stakeholder opinion may swell any moment, miscommunication has become lethal. The role of a communications consultant has evolved from being a mere messenger to being a sentinel, ever watchful, anticipating and assessing every possible ripple impacting the client. It is in this role that it becomes important for us to assess the waves our brands need to ride and the ones that need to be averted. A question arises – do we just walk into a conversation to discuss the recent past and the near future? The answer is in negative. There’s a need to be prepared. Being flamboyant or confident are great qualities to have, but there’s no replacement for good preparation. Knowing your clients, the work that has happened, the challenges or concerns them may have voiced – being abreast with all these aspects is important. However, differentiate this from any review meeting. The conversation needs to reflect that you are aware.While holding the conversation, two things play a key role. The first is to listen, which is of course important. The second is to educate and advise. It has been a common observation that communication consultants become so engrossed in the execution that we forget on being an advisor. The discussion that advising ensues brings clarity to plans and messaging and helps in charting the right course of action. It will make a significant difference in going all out for the brand when the time is right.The journey to become the guardians of the brand reputation begins from the first day of calendar year. The role of communications consultant needs to evolve as that of an investment banker. Not only we help the brand safeguard its reputation and assets, we have the onus of becoming the growth drivers for brand reputation. In the end, it is not just about managing communication; it is about fostering a relationship of trust that transcends the transactional and becomes a legacy over time.

Authored by Tanu Chopra, Seasoned PR Professional in Dubai.When we look into the public relations industry's crystal ball in 2024, we see a landscape rich with emerging trends and dynamic alterations in communication techniques. The involvement of Artificial Intelligence (AI), a force that is not just riding the wave of change but actively influencing it, is central to this shift.Gone are the days when PR and marketing were solely guided by human intuition and experiential wisdom. Today, we stand at the precipice of a new era where AI is catalysing a shift to a more analytical and data-driven approach. This transformation is not just about the efficiency of mining vast databases or the accuracy in forecasting consumer behaviours; it's about redefining how we understand and interact with our audiences. AI's prowess in machine learning, sophisticated data analytics, and automation is setting the stage for an unprecedented evolution in communication strategies and market analysis.The true art, however, is in using AI as part of a larger, human-centric approach rather than as a single answer. Let's look at how this combination will change the PR and marketing landscape in 2024.Mastering the Art of AI-Driven AnalyticsThe role of AI in data analysis and strategic planning within public relations and marketing is not just transformative; it's revolutionary.Advanced AI algorithms now delve beyond mere data analysis; they are the modern-day alchemists turning vast, unstructured data into golden insights. These insights are not just numbers and trends. They are predictive intelligence – a forward-thinking approach that anticipates market shifts and customer behaviour with startling accuracy. AI doesn't just track competitor strategies; it anticipates their next moves, offering a strategic advantage that is both proactive and pre-emptive.Renaissance of Content Creation and DistributionAI is no longer just a tool for automation, it is a creative partner. AI technologies are now sophisticated enough to collaborate with human creators, infusing content with nuanced intelligence and creativity.From the written word to the world of visual graphics, AI enhances the artistic process, injecting a level of precision and personalisation previously unimaginable. But the power of AI extends beyond creation to the sophisticated realm of distribution.In this era, content distribution is an art form, and AI algorithms are the master artists. They don't just disseminate content; they orchestrate their journey, ensuring each piece finds its audience punctually and contextually. This level of optimisation is more than just technical; it's empathetic. AI understands the audience's pulse, catering to their preferences and engaging them at a level that resonates deeply.Elevating Customer Engagement to New HeightsWe are witnessing AI transcend its role within the public relations and marketing realm and emerge as a pivotal architect of customer engagement and personalisation. AI is not just processing data but understanding and interpreting it to create a new customer interaction paradigm.The advent of AI-powered chatbots and virtual assistants has revolutionised real-time customer interaction. These tools no longer offer mere assistance; they provide a conversational experience that is as engaging as it is informative. They are the new face of brand-customer interactions, operating with empathy and understanding that blurs the line between artificial and human intelligence.Ethical Considerations and ChallengesIntegrating AI in public relations and marketing is not just a matter of technological advancement but also a journey through a complex ethical landscape.The first and foremost challenge is data privacy. The ethical use of AI in PR and marketing demands a stringent adherence to privacy laws, a transparent data policy, and a commitment to protecting user data from misuse or breaches. This is not just a legal obligation; it's a cornerstone of trust between brands and their audiences.Another critical challenge is the potential bias in AI algorithms. AI systems are only as unbiased as the data they are fed and the programming behind them. In 2024, the industry must ensure that AI tools are accessible from prejudices that could skew marketing strategies or communication campaigns.Furthermore, the ethical creation and use of AI-generated content is a burgeoning concern. As AI becomes more adept at creating realistic content, the lines between AI-generated and human-created content blur. The ethical use of such content demands transparency - making it clear when and how AI is used. This transparency is crucial for maintaining public trust and the integrity of our profession.Harmonising AI and Human CreativityThe true potential of AI in PR and marketing lies in its role as an enabler of human creativity. AI tools and algorithms are adept at processing vast amounts of data, identifying patterns, and generating insights at a speed and scale beyond human capability.However, human professionals interpret these insights, infuse them with creative thought, and translate them into compelling narratives and strategies. This synergy is where the magic happens – data-driven precision meets creative storytelling.Moreover, the human-AI partnership in PR and marketing is not static; it is dynamic and ever-evolving. As AI technologies advance, they open new avenues for creative exploration, enabling professionals to push the boundaries of what's possible.Simultaneously, human professionals guide the development and application of AI, ensuring that it aligns with ethical standards and human-centric values.Preparing for an AI-Driven FuturePR and marketing strategies in 2024 must be agile and adaptable, ready to pivot as AI technologies and market dynamics evolve. This agility is crucial in leveraging AI for predictive analytics, personalised customer experiences, and complex content creation.Finally, in an AI-driven future, collaboration is critical. Professionals should seek to collaborate across disciplines, combining AI expertise with insights from data scientists, creative designers, and strategy experts. This collaborative approach will foster innovative solutions and ensure that AI integration is holistic and practical.Navigating the Path AheadIn 2024, the use of AI in public relations and marketing represents a watershed moment, but it is the combination of human intuition that is critical. While AI provides unparalleled efficiency in data management and content generation, the heart of effective communication remains human empathy, creativity, and ethical judgment.For public relations and marketing professionals, the future is about mastering the balance between AI's analytical strength and the essential human touch. This collaboration guarantees that our initiatives are original, impactful, and profoundly connected with our audiences while keeping the human element at the heart of our profession.

PRable Global kickstarts the new year with onboarding Adrenalin eSystems, a pioneering force in HR Tech for over two decades. PRable Global will be the brand’s PR and communications partner and will be strategising and mapping out Adrenalin’s PR-related activities to ensure a strong presence.The agency was on boarded after an extensive reviewing process to aid Adrenalin eSystems in furthering its strong presence in HR Tech India.PRable Global has made a mark as a young, dynamic PR and communications agency in India. With a strong portfolio of clients, the agency’s core strength is catapulting startups’ presence. The agency currently manages a portfolio of clients in multiple sectors such lifestyle, entertainment, logistics, travel and hospitality, e-mobility, government institutions etc.David Madhan, Vice President – Global Partner Ecosystem, Adrenalin eSystems added, “We are very happy to partner with PRable Global for our PR Mandate in India. Since 2002, we have been trailblazers in the realm of HR Tech. Our vision is to further this cause and redefine how businesses interact with their human resources. Our journey is one of evolution, where technology and HR harmoniously converge to shape the workplaces of tomorrow. We were looking for an agency that resonated with our ethos and understand the brand requirements. We look forward to a rewarding collaboration ahead.”Aman Singh Madaan, Founder at PRable Global shared, “We are excited to partner with Adrenalin eSystems. We understand the HR-Tech sector and working with such an iconic brand Adrenalin eSystems is an exciting opportunity. This will also give us an opportunity at global exposure in the HR Tech and Corporate sector. We are committed to furthering the brand’s recognition, growth and contribute to their journey.”

PRtainment Media, a leading PR agency in India, proudly announces its appointment as the official PR partner for Tea Planet, a visionary venture in the world of tea. PRtainment Media has distinguished itself with its comprehensive "full service" agency approach. The agency smoothly integrates media outreach, social media strategies, brand marketing, and creative consulting to craft compelling campaigns that make a lasting impact. With a track record of successful collaborations with diverse clients, PRtainment brings its expertise and innovative approach to amplify The Tea Planet's unique position in the market. Nidhi Sabbarwal, Director and Co-Founder of PRtainment Media & Communications Pvt Ltd expressed her enthusiasm about the partnership by stating, “We are thrilled to be partnering with The Tea Planet, the brand shares our commitment to excellence and innovation. We are dedicated to creating immersive campaigns that captivate audiences, and we look forward to bringing our decade-long experience to elevate The Tea Planet's presence in the industry." Tea Planet was founded in 2016 over time, it emerged as a visionary venture in the world of tea. The brand’s diverse range of tea reflects the rich tea culture from different parts of the world and shows the global diversity that the brand offers through its products.  Mrs. Madhuri Ganadinni, Director, and Co-Founder of The Tea Planet, conveyed her excitement about the collaboration, saying “We believe that PRtainment's strategic and creative approach aligns perfectly with our vision for The Tea Planet. As we embark on this exciting journey together, we are confident that this partnership will help us reach new heights and introduce The Tea Planet to a wider and diverse range of audience." The collaboration between PRtainment and The Tea Planet signifies a blend of expertise and innovation. It promises exciting developments in the world of tea and public relations.

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, Archana Jain, CEO, PR Pundit Havas Red, speaks in length about the emerging trends expected to shape the PR industry in 2024, shedding light on the firm's focal points for the year. Given the unpredictable nature of crises, Jain elaborates on the firm’s crisis management and reputation protection approach for clients. She shares insights into the evolving challenges in this domain and outlines the strategies considered crucial for 2024. Touching upon the increasing emphasis on diversity, equity, and inclusion, Jain explains how PR Pundit Havas Red addresses these aspects in both internal operations and client campaigns.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?We are living in the decade of brands. A brand is no longer a product alone, it’s an emotion, hence to build a brand and strengthen its appeal and relevance, PR must lead the way in emotive story-telling.The future of PR is in the integrated format where ‘owned media’ is at the heart of powerful story-telling. Companies must fuel this engine with authentic and human stories. Earned media, shared media and paid media must all align with the brand’s own voice across its website, LinkedIN, Instagram, X and YouTube.At PR Pundit Havas Red, our collective of experts have a pulse on the now and new and deliver integrated & effective communication solutions. We nurture client relationships by connecting the dots of communication, collaboration, influence to elevate perceptions. We have increased our relevance by embracing new practices to be always future-ready. We are adept at humanising storytelling, be it via community advocacy, authentic influencer marketing and/or social media management in the age of digital. We pursue an inventive & adaptive communication approach for brands and organisations across platforms, be it traditional and new-age media, digital, social or meta verse.What are the three things you are going to focus on this year?Trying to be a force for good and becoming more meaningful is something more businesses need to do. This is not just because our planet needs it, but because consumers and employees wish to support brands and organisations that are committed to people, planet and purpose. These subjects will enjoy a clear PR advantage in 2024 and beyond.Social media is only going to get bigger in 2024 and beyond as more and more people access and get hooked on to it. It’s paramount therefore that we are adept at publishing original content; sharing insights; showing up in the comments; building thought leadership and employer branding on X, LinkedIn, etc. Influencer marketing and KOL collaborations are going to continue to be a critical part of the communications toolbox to tap new cohorts and amplify messages.The creative sector has always been driven by our unique human voices and imaginations, and that’s not going to change in 2024. But we need to harness artificial intelligence more productively. It is already helping PR professionals in terms of data analysis, consumer and industry insights, content generation and more. But in 2024, we will have to learn to steer this machine-generated intelligence more to our advantage. I believe we can overcome the shortfall in available talent and multi-task with smarter use of AI!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?In the fast-evolving landscape of PR, tomorrow’s success hinges on understanding and integrating emerging trends and technologies. From AI-driven analytics to computer generated images, harnessing innovations is the cornerstone to success.As technology continues to advance, so will the need to acquire new skills to adapt to the changing landscape. The demand for expertise in data analytics, digital marketing and AI integration is where PR professionals need to enhance their skill set to remain competitive in their roles.We are pursuing many avenues for skill enhancement and ongoing learning to ensure professional growth and adaptation to evolving industry demands. We have new AI tools being discussed each week to ensure teams are well-prepared for the dynamic industry landscape.Given the unpredictable nature of crises, how does your firm approach crisis management and reputation protection for clients? Can you share any insights into the evolving challenges in this area and the strategies you believe will be crucial in 2024?The backbone of crisis management has always been and will always be preparation. We work with our clients to plan for, on how to respond to and then recover from crisis events – with a view to safeguarding the company and brand’s image to minimise long-term reputational damage. We do so by pursuing pre-emptive measures like a vulnerability analysis of the business, training key stakeholders on a coordinated and timely response, outlining a media and social media communications plan, including recommended procedures, protocols, etc. Given the diversity of possible crises and the fact that every specific event will unfold differently and have varying impacts at different times, we canvas a range of generic actions that will assist management in responding to an incident. We believe in building a forward-looking approach of being prepared, build a culture of communicating proactively and develop a mindset of dynamic decision making.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?PR Pundit Havas Red has always promoted a harmonious and healthy working environment that supports everyone’s equitable growth and development. It fosters a culture where diverse voices and perspectives are encouraged and respected, and where all employees are equally supported in developing their careers.Now as part of Havas, we are committed to Havas All In, their global Diversity, Equity & Inclusion (DE&I) program, which includes a wide range of initiatives across ethnic and cultural representation, gender equality, LGBTQ+ inclusion, disability, wellness, age, and other topics.With an increasing number of our clients adopting progressive DE&I programs, DE&I is expected to be an extremely relevant part of storytelling for employer branding.As clients increasingly demand measurable results, how does your firm approach measuring the success and return on investment (ROI) of PR campaigns? Are there specific metrics or tools you find particularly effective, and how do you anticipate the measurement landscape evolving in 2024?We have always pursued a measurement by objectives approach which aligns success measurement to end goals and benchmarked against category norms. Our standard reporting includes 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.In some cases, an enhanced reporting dashboard is created which combines data from third party independent platforms, media coverage, enhanced social media/ listening and metrics to evaluate paid campaigns. Relevant KPIs are tracked from increase in media and website traffic; increases in keyword rankings for specific topics and leaders.Measuring the impact of communications activities needs an additional budget and we hope that in 2024 our clients will allocate more resources to help us capture sentiment to track progress and measure the impact of campaigns via before-and-after stakeholder surveys.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?As the world opened up after the pandemic, India emerged as a stronger economic centre, with a powerful voice in the world, and is the centre of business attention. This has had a healthy rub-off for the Indian PR industry. India is a key market in a larger number of global RFPs today.The growth momentum experienced in the global PR industry has been stronger in India.I believe India will continue to grow faster than other economies in 2024. The growing investment in infrastructure, India’s attractiveness for investments, and an increasing confidence among Indian brands to make a global mark, 2024 may just be the year of India. In parallel, the Indian PR industry has come of age too, and we shall tango in the growth story of our economy.

Dubai boasts a state-of-the-art media infrastructure, including world-class facilities (including the media city) and cutting-edge technology. The city's commitment to innovation and its embrace of digital communication have propelled the PR industry forward. PR companies in Dubai leverage advanced tools and platforms to craft compelling narratives, engage audiences, and manage reputations effectively in an increasingly digital world. In the first part of this series (LINK), we analyzed what makes Dubai the focal point for PR companies in the Middle East.In the second part of this story, let us find out the major trends that drive the PR sector in the region and what PR pros in the region have to say about the untapped opportunities in the entire Middle East region.According to Anastasiya Golovatenko, PR Director at Sherpa Communications, the major trends are:Data-driven approach: PR is increasingly adopting data-driven strategies, fuelled by advancements in data analytics. In 2023, there was a notable focus on harnessing big data for deeper insights into target audience behaviour. This enables more personalized and impactful messaging for clients, enhancing brand resonance.Multimedia content: The growing reliance on smartphones underscores the significance of multimedia content. In 2023, people watched an average of 17 weekly hours of online videos, and they are 52% more likely to share video content than any other media. Leveraging audio and video formats allows PR companies to create immersive customer experiences. Integrating brands into podcasts, YouTube channels, and other media outlets beyond online and print publications that are tailored to the brand’s target audience's preferences is crucial.Simple brand messaging: In 2024, concise, catchy, and authentic brand messaging is important. Short, attention-grabbing messages resonate well on social media, reaching diverse audiences across channels.Flexibility is key: PR professionals must adapt swiftly to evolving news stories and changing client expectations. You can craft an excellent pitch and research the reporters you wish to contact, and still not get a response. Moreover, crises can escalate rapidly, necessitating swift and strategic crisis management approaches to protect brand reputation. Having multiple alternative strategies proactively and being responsive to shifting circumstances and the latest evolving stories helps ensure that the right message and angle are conveyed.Artificial Intelligence: AI is being increasingly integrated into PR efforts, automating tasks like media monitoring, social listening, content creation and data-driven targeting. Early adoption of AI tools provides a competitive edge and frees up time for growth-focused projects. As AI continues to advance, PR professionals should explore its potential for enhancing efficiency and effectiveness in their campaigns.<img src='https://erp.adgully.me/artical_image\e98fd6a9e312543b1556363087dff360.png' class='content_image'>Similarly, Injeel Moti, Founder and Managing Director of Catch Communications, includes digital transformation, adoption of AI, purpose driven-PR and content marketing integration as top five trends.According to Natasha Hatherall, Founder &CEO, TishTash Communications, integrated, 360 marketing and PR agencies are definitely growing in response to client and market demand for a full-suite of communications services, especially in content creation.Regarding the changes in the PR industry in the last couple of years, Anastasiya Golovatenk observes that a prominent change is the emphasis on purpose-driven PR.<img src='https://erp.adgully.me/artical_image\a8ccad7b3b77624d0e6057b39621fc15.png' class='content_image'>According to Golovatenk, companies are increasingly aligning their PR efforts with societal and environmental causes driven by changing consumer expectations, with people valuing businesses that demonstrate a commitment to social responsibility.“We have seen a huge influx of interest in companies to expand to the KSA, with launches, partnerships, and joint ventures being announced by UAE-based companies in the KSA as the nation’s government strengthens and diversifies its economy. However, a one-size-fits-all communication strategy doesn't work in the diverse Arab world. The strategy for the UAE will not work in Saudi Arabia or other countries in the region. Understanding of the local market will be crucial for PR agencies to perform,” adds Golovatenk.Injeel Moti observes that the PR industry has been increasingly embracing digital platforms and tools. This included using social media for real-time communication, data analytics to measure the impact of PR campaigns, and the adoption of AI and automation for tasks like media monitoring, content generation, and chatbot-driven customer engagement.A look into the futureDubai's evolution into a hub for PR companies is a testament to its commitment to excellence, innovation, and global connectivity. As the city continues to grow and diversify, the PR industry is likely to play an even more pivotal role in shaping the narratives of businesses operating in the region.On the future, Injeel Moti said: “There is a whole lot of opportunity in the region; not just Dubai, but the UAE and other GCC markets opening up has meant increased opportunity for brands to penetrate a new market and subsequently opening up space for professionals in the comms / PR space to execute campaigns.”<img src='https://erp.adgully.me/artical_image\f40828fc8db1990a6f4d7557ff881ddd.png' class='content_image'>Concurring with Moti, Alex Malouf, Executive Director, Corporate Communications and PR expert, said: “What I would like to see is more investment and more growth in other markets. I’ve learned that it’s very difficult to do good communications remotely; you have to be on the ground if you want to have a real impact. I do believe that there’s a fallacy that we need to correct, which is the region is uniform due to the Arabic language and culture. Look at the UAE. Abu Dhabi, which is one hour’s drive away from Dubai, is a completely different place, with different demographics. So yes, Dubai is a wonderful hub, but if you’re only in Dubai and not in Cairo or Riyadh or Beirut or Doha, then I wouldn’t call you a Middle Eastern agency.”A word of cautionAnastasiya Golovatenk is optimistic about the future which appears promising for PR companies looking to establish a presence in Dubai.She, however, is giving a word of caution.“I would like to emphasize once again that only those who are willing to adapt, learn about this market, and consistently offer a professional approach will thrive. We observe numerous instances of businesses and individuals entering this market with half-baked or unprofessional approaches. Such approaches do not receive support from either businesses or the local PR community. Our goal is to build a high-level network of PR professionals here, and shortcuts will not last.”<img src='https://erp.adgully.me/artical_image\277937f67e57d5693f50bd386a323265.png' class='content_image'>Well, Dubai's state-of-the-art media infrastructure and commitment to digital communication have fueled a thriving PR industry. AI integration, purpose-driven PR, and content marketing are rising trends, while understanding local market nuances across the diverse Arab world remains crucial. Despite Dubai's leading role, untapped potential abounds in other Middle Eastern markets, offering exciting opportunities for savvy PR professionals willing to adapt and embrace cultural differences. The future of PR in the region looks vibrant, promising dynamic campaigns and brand stories that resonate across borders.Tanu Chopra "In my 15 years of experience in the UAE and Middle East public relations sector, I've witnessed Dubai's significant transformation into a global PR hub. The UAE's leadership has played an important role in this shift, particularly in their steadfast support for digital innovation. This commitment has catalysed a paradigm shift within the public relations industry, fostering the integration of cutting-edge digital tools and methodologies that improve communication efficacy while encouraging new levels of creativity and involvement. Dubai's strategic geographical location, a cosmopolitan atmosphere, business-friendly regulations, and a luxurious lifestyle solidifies its position as a flourishing hub for global public relations firms. Dubai's relentless pursuit of innovation, seamlessly aligned with fundamental PR principles, positions it as an exemplar for achieving global success in the realm of public relations. The emirate stands as a testament to the harmonious fusion of innovation, strategic thinking, and a commitment to excellence, setting the standard for the future of the PR industry worldwide."<img src='https://erp.adgully.me/artical_image\f06f3d69651634788826d6167912e74a.png' class='content_image'>

 Empyre Communications, Dubai’s leading Public Relations and Marketing agency, which oversees a rich portfolio of luxury, hospitality, beauty, fashion, corporate and tech brands, has been appointed as the agency of choice for three Fairmont properties in the UAE; Fairmont Dubai, Fairmont Fujairah and Fairmont Ajman. Empyre Communications will be responsible for managing all PR operations to the brand across the GCC with a focus on the hotel communication, F&B outlets, and amenities.Fairmont Dubai Sheikh Zayed Road stands as an iconic masterpiece in the heart of Dubai, amidst the vibrance of The Dubai Mall, Burj Khalifa, and the mesmerizing Dubai Fountains. The hotel offers unparalleled convenience to the world's largest shopping center and the tallest man-made structure in the world. Fairmont Ajman is a beachfront 5-star hotel situated in Ajman, just 30 minutes away from the bustling metropolis of Dubai. Combining hospitality and elegance with a deep connection to the natural surroundings, Fairmont Ajman promises exceptional cultural, leisure and dining experiences in a truly spectacular setting. Fairmont Fujairah Beach Resort, an idyllic 5-star hotel in the United Arab Emirates. Nestled among the hidden valleys of the majestic Al Hajar Mountains, Fairmont Fujairah Beach Resort lies along the coast of Dibba, the second largest town in the emirate of Fujairah.Commenting on the agency's latest project win, Stephanie Farah, Managing Director & Founder of Empyre Communications, said: “This is an incredible milestone for the agency. To be representing three properties under such a prestigious brand is a true testament and reflection of the exceptional work we have delivered over the years across the industry.”

Bridging the gap between freelance consultants and traditionally structured agencies, disruptor-model marketing and communications agency, The Brill Collective has signed Tryph Greenwood as Director of Client Services.Founded in May 2023 by PR and Communications powerhouse and former Head of PR at M&C Saatchi UAE, Amy Brill, the business taps into the extensive expertise and skillset of individual consultants who want to deliver excellent results, without being tied into a traditional agency work routine and contract.For clients of The Brill Collective, this signifies access to some of the industry's best and brightest minds, expertly paired with them by The Brill Collective’s core team. Meanwhile, consultants can set their own working hours, workflow, and location, while working with clients and colleagues who resonate with their industry or skillset expertise.After a successful start-up period, Tryph has joined to assist Amy and the core team in bolstering the agency as it moves into its next phase of growth. With more than 17 years of communications experience under her belt, including nine years in the UAE, Tryph will be working with a huge roster of talented consultants and a growing client portfolio to ensure excellent results, a healthy new business pipeline, and explore ways in which The Brill Collective can continue to challenge the traditional agency red tape.“Since our inception, we've experienced substantial growth and now boast over 150 consultants in various fields—from planners to publicists, content creators to copywriters, and everything in between—all meticulously vetted to combine best-in-class knowledge, reach, and influence. Our client roster also continues to expand, and the feedback on our model and approach has been incredibly positive. We’re moving with the flourishing freelance market of the UAE and, with Tryph onboard, we’ll be enhancing our growth trajectory whilst ensuring we remain true to our initial vision. I cannot wait for what 2024 holds,” said Amy Brill, Founder of The Brill Collective.“I am hugely excited to join The Brill Collective as the company ethos and mission, along with the client and consultant portfolio, are all things I feel a real affinity for. What Amy and the team have conceptualised and built so far is not only a testament to their expertise and passion but also a clear indication that there is a growing appetite for a shake-up within the marketing and communications industry in the way we attract and retain talent to deliver exceptional client results. The world has changed and, in a day and age where we are hyper-connected, there should be balance and trust; we should have freedom to choose the right working environment, rather than adhering to a more traditional working day, to maximise our output to the benefit of our clients.

PRtainment Media, a leading PR agency in India, proudly announces its appointment as the official PR partner for Tea Planet, a visionary venture in the world of tea. PRtainment Media has distinguished itself with its comprehensive "full service" agency approach. The agency smoothly integrates media outreach, social media strategies, brand marketing, and creative consulting to craft compelling campaigns that make a lasting impact. With a track record of successful collaborations with diverse clients, PRtainment brings its expertise and innovative approach to amplify The Tea Planet's unique position in the market. Nidhi Sabbarwal, Director and Co-Founder of PRtainment Media & Communications Pvt Ltd expressed her enthusiasm about the partnership by stating, “We are thrilled to be partnering with The Tea Planet, the brand shares our commitment to excellence and innovation. We are dedicated to creating immersive campaigns that captivate audiences, and we look forward to bringing our decade-long experience to elevate The Tea Planet's presence in the industry."Tea Planet was founded in 2016 over time, it emerged as a visionary venture in the world of tea. The brand’s diverse range of tea reflects the rich tea culture from different parts of the world and shows the global diversity that the brand offers through its products.  Mrs. Madhuri Ganadinni, Director, and Co-Founder of The Tea Planet, conveyed her excitement about the collaboration, saying “We believe that PRtainment's strategic and creative approach aligns perfectly with our vision for The Tea Planet. As we embark on this exciting journey together, we are confident that this partnership will help us reach new heights and introduce The Tea Planet to a wider and diverse range of audience."The collaboration between PRtainment and The Tea Planet signifies a blend of expertise and innovation. It promises exciting developments in the world of tea and public relations.

FTI Consulting, Inc. (NYSE: FCN) today announced the strengthening of its Strategic Communications segment in India with the appointment of Salonie Chawla as a Director, Snehil Singh as a Senior Consultant and Shruti Vakhariya as a Consultant. “Clients value advisors who bring industry-side experience and have handled complex policy challenges when engaging with the government at the center and the states,” said Amrit Singh Deo, a Senior Managing Director in the Strategic Communications segment at FTI Consulting. “The challenges over the next 24 months are likely to be disruptive for all businesses, so we are very pleased to strengthen the public policy and strategic communications team in India with the addition of Salonie, Snehil and Shruti. Their combination of deep industry expertise and market access advisory capability will greatly help our clients.”Ms. Chawla, who is based in Delhi, brings more than 14 years of experience working in strategic planning, policy advocacy and market access advisory from the technology, industrial and healthcare sectors. She joins FTI Consulting from Apple’s public policy team in India, where she led government engagement on manufacturing and global supply chain issues. Prior to that, she worked with a global communications firm advising clients on market access barriers. Ms. Chawla has also worked on policy advocacy programs of the Rajasthan Government and with a leading industry body on healthcare issues.Ms. Singh, who is also based in Delhi, joins FTI Consulting from the Ola Mobility Institute, a branch of EV major Ola in India. Prior to that, she was with KPMG, where she was a consultant to the Department of Telecommunications, Government of India, and the Ministry of Housing and Urban Affairs. Ms. Vakhariya, who is based on Mumbai, is an engineer by training, specializing in electronics and telecommunications. Prior to joining FTI Consulting, she was a member of the financial communications team at a leading communications firm in Mumbai, advising clients in the financial services and industrial sectors.

In recent years, Dubai has positioned itself as a global business and cultural hub, attracting attention not only for its iconic skyline and luxurious lifestyle but also for its rapidly growing public relations (PR) industry. Factors like the city's strategic location, economic diversification, and commitment to innovation have contributed to its emergence as a key player in the field of public relations in the Middle East. Recently, we have seen nationals of many countries of the Middle East prefer to open their PR companies in Dubai.Dubai, strategically located at the crossroads of the East and West, has become the focal point for PR companies aiming to navigate the varied and dynamic landscape of the Middle East.Dubai's strategic locationDubai's strategic geographical location between Europe, Asia, and Africa has made it a natural meeting point for businesses and cultures. This positioning has enabled PR companies in Dubai to serve a diverse range of clients from various industries, facilitating cross-cultural communication and understanding.The city's accessibility has also attracted multinational corporations seeking a base for their regional PR operations. The Emirate has ranked 12th globally and secured the top position in the Arab world on the list of the 100 best startup environments for companies in 2023, as per the Global Startup Environment Report. It solidifies Dubai's status as an increasingly attractive destination for businesses to thrive, which attracts businesses and consequently PR agencies to the region.What PR pros have to say about Dubai as a hub?Dubai's rapid economic growth and diversification have attracted businesses from various sectors, contributing to a demand for specialized PR services. The city's visionary leadership has transformed it into a global business hub, hosting numerous multinational corporations and emerging startups. As businesses thrive and expand, the need for effective communication strategies becomes increasingly evident, driving the growth of the PR industry in Dubai.There has been a noticeable increase in the number of PR companies in the Middle East, with professionals from various nationalities (Indians, Arabs, Egyptians, etc.) establishing offices in Dubai.Let’s hear from PR leaders:<img src='https://erp.adgully.me/artical_image\efa3109dda20c5da2b33e93c248afe55.png' class='content_image'>Injeel Moti, Founder and Managing Director of Catch Communications: I think Dubai has functioned as a central hub for media agencies across various sectors for several years. This is due to its strategic geographical location, diverse population, and cosmopolitan nature. Public relations professionals find themselves well-placed to execute communications from the UAE. The Middle East, especially the UAE, boasts a highly multicultural population. Since the introduction of free zone ownership, professionals worldwide have favoured the UAE for establishing and operating businesses, making it a key Middle Eastern hub for their global counterparts.<img src='https://erp.adgully.me/artical_image\33bb805dafca55179c5ddc4e563e894c.png' class='content_image'>Anastasiya Golovatenko, PR Director at Sherpa Communications: The rise of PR companies in Dubai, with professionals hailing from diverse nationalities, signifies the growing importance of the city as a global business and communications hub. Dubai's strategic location, world-class infrastructure, and business-friendly policies have transformed it into a magnet for talent and businesses. This diversity of backgrounds and perspectives enriches the PR industry by offering clients a broader spectrum of insights, cultural understanding, and access to extensive networks. Moreover, Dubai’s visionary leadership has consistently prioritized economic diversification and innovation. Government initiatives actively encourage companies to move their offices to this region.<img src='https://erp.adgully.me/artical_image\3a293588cf7658613d148374c26fae6f.png' class='content_image'>Natasha Hatherall, Founder &CEO, TishTash Communications: Success is always dependent on results, reputation, consistency, creativity and tenacity. Dubai will continue to be a central hub, especially with the continuation of the government's efforts to attract companies specialising in digital transformation and up-skilling in this sector.<img src='https://erp.adgully.me/artical_image\7ae17a0d55392f53cde12ae74424e308.png' class='content_image'>Alex Malouf, Executive Director, Corporate Communications and PR expert: It is understandable why the industry prefers Dubai as a hub. There’s great transportation links into the Emirate from across the world, it’s a comfortable place to live with communities for every nationality, and this makes it a good place to attract talent (of which there is so much across the Middle East and Asian regions).<img src='https://erp.adgully.me/artical_image\df81720a0f6d2568faf4698e52dbdd5f.png' class='content_image'>Osama Tinbakji, Founder, Ishraq Communications: Dubai has always been the best hub for public relations and communications as it is the city where most of the international companies have their regional offices. We have chosen Dubai to launch our services based on over 15 years of experience we have in UAE and the GCC region. The strength of the Emirati economy is at the heart of the region’s wider economic strategy, with the UAE acting as the catalyst and symbol of what can be done if one is bold and innovative in his youthful and vibrant part of the Arab world.Competition within the PR industry"The Middle East thrives on the voices and representation of its diverse diaspora, comprising its residents. We consider ourselves fortunate to work within such a rich and varied community," says Natasha Hatherall, Founder &CEO, TishTash Communications.She adds: “PR, media and communications has always been a huge player in the regional business and startup sphere, with all the opportunities that digital transformation brings. Different nationalities, and fresh focus and specialisms are always welcome, as they should be. I personally don’t buy into the notion of “competition”. In our industry, collaboration and innovation are paramount, and the influx of more companies only brings greater opportunities for all. I wholeheartedly welcome this trend."Concurring with Natasha, Osama Tinbakji said: “In my opinion, this is very healthy for the market; this development is highly advantageous as it expands the range of options available to clients seeking services from agencies that align with their preferred budget. Moreover, it presents an opportunity for new and dynamic industry professionals to enter the market, infusing it with fresh perspectives and innovative ideas to drive impactful campaigns. The increased competition arising from this influx of talent will ultimately benefit clients, who can expect greater creativity and effectiveness in their campaigns as a result.”(Tomorrow, part two will unravel the top trends and changes in the PR industry in the region.)

The future of PR in 2024 is a fascinating blend of innovation and responsibility, shaped by a fusion of technology, authenticity, and societal consciousness, writes Mrinall Kanti Dey, VP & Head – Corporate Communications, MobiKwik.In the ever-evolving landscape of Public Relations, 2023 served as a testament to the industry’s adaptability and resilience. Brands, both big and small, found themselves navigating the tumultuous tides of societal shifts, technological advancements, and a demanding audience. The PR landscape was akin to a bustling marketplace, where brands and individuals engaged in a dance of communication, perception, and influence. As we take a closer look at this dynamic terrain, it becomes evident that the strategies employed and the challenges faced reflected a landscape constantly evolving to meet the demands of a rapidly changing world. Looking back, some key highlights that influenced PR in 2023 were:Integration of Technology: The heartbeat of PR in 2023 was undeniably technology. From advanced data analytics to artificial intelligence, the industry leveraged cutting-edge tools to glean insights into audience behaviour, tailor messages, and measure the impact of campaigns. This technological integration not only streamlined processes but also opened new avenues for creativity and precision.Shift towards Purpose-driven PR: A significant tide in 2023 was the growing emphasis on purpose-driven PR. Brands, recognizing the changing values of consumers, aligned themselves with meaningful causes. This shift wasn't just a trend; it became a fundamental aspect of brand identity. Companies engaged in societal and environmental initiatives, creating a resonance with a socially conscious audience.AI as a data storyteller: AI emerged as a skilled storyteller, weaving narratives through the intricate web of data. PR professionals harnessed the power of AI not only for data analysis but also for predictive insights. It transformed raw numbers into compelling stories, enabling brands to communicate with their audience on a deeper, more personalised level.Crisis Communication in the Spotlight: In the unpredictable waters of 2023, crisis communication took center stage. With global events and unforeseen challenges, brands faced crises that demanded swift and transparent responses. The ability to navigate through storms of controversy with empathy and authenticity became a hallmark of successful PR strategies. Brands which failed to showcase empathy and authenticity saw a dent in their reputation leading to an impact in their share prices (listed entities) or sales numbers.The rise of micro-influencers: While macro-influencers were still prevalent, micro-influencers emerged as powerful currents shaping public opinion. Brands recognized the authenticity and relatability that micro-influencers brought to the table. These individuals, with smaller but highly engaged audiences, became conduits for building trust and credibility.Ethical navigation: As the PR landscape evolved, the need for ethical considerations became more pronounced. Navigating the waters ethically meant not only delivering authentic messages but also adhering to principles of transparency, honesty, and social responsibility. Brands that steered with integrity gained the trust of their audiences.2024 - Sailing towards an evolving futureThe future of PR in 2024 and beyond is likely to be influenced by a combination of ongoing trends and emerging developments, all of which will shape the way PR professionals engage with audiences, manage brand communications, and navigate an evolving media landscape. According to me 2024 will be another landmark year for the PR industry with focus on AI, deepfake and influencer-led communications.Digital Transformation and Integrated Communications: The ongoing digital transformation is expected to continue reshaping the PR industry. Digital channels, social media, and online communities will remain central to PR strategies, with an increasing emphasis on integrated communications that span traditional and digital platforms. PR professionals will need to be adept at leveraging digital tools, data analytics, and emerging technologies to craft compelling narratives and engage with diverse audiences across multiple channels.Purpose-Driven Communication and CSR: Companies and organizations are facing growing pressure to communicate their values, support meaningful causes, and demonstrate a commitment to corporate social responsibility. PR will play a crucial role in shaping and amplifying these narratives, with a focus on purpose-driven communication strategies that resonate with socially conscious consumers and stakeholders.Personalisation, Targeting, and Audience Engagement: As the volume of content and information continues to proliferate, PR professionals will need to prioritize personalized, targeted communication to cut through the noise and connect with their intended audiences. Data-driven insights, audience segmentation, and tailored messaging will be essential for building meaningful relationships and driving engagement in an increasingly fragmented media landscape.Influencer Marketing and Authentic Brand Partnerships: The use of influencers and brand partnerships is expected to remain a significant aspect of PR strategies. However, the emphasis will shift toward authenticity, long-term relationships, and genuine connections with influencers and partners who align closely with a brand's values and resonate with its target audience.Crisis Management and Reputation Protection in a Rapidly Changing Media Environment: The speed and reach of communication continue to increase, amplifying the potential impact of crises on organizations' reputations. PR professionals will need to be prepared to respond rapidly to crises, manage communication across diverse channels, and proactively safeguard their brands' reputations in an era of heightened scrutiny and public accountability.Integration of AI, Automation, and Data Analytics: AI, automation, and advanced data analytics are expected to play an increasingly prominent role in PR. From predictive analytics and audience insights to content generation and customer interactions, the integration of AI and automation tools will enable PR professionals to enhance their strategies, streamline processes, and derive actionable insights from vast amounts of data.Deepfake in PR - The gamechanger: In the realm of PR, where visual content holds immense power, deepfake emerges as a game-changer. The technology enables the creation of highly personalized and targeted campaigns, offering a level of customization previously unattainable. The rise of deepfake in PR is inevitable. As brands seek to captivate audiences in an increasingly saturated digital landscape, incorporating cutting-edge technology becomes paramount. Balancing innovation with ethical considerations will be a defining factor in shaping PR trends for 2024.Convergence of PR, Marketing, and Advertising: The convergence of PR, marketing, and advertising will continue, leading to more integrated communication strategies that leverage the unique strengths of each discipline. This convergence is likely to result in a holistic approach to brand storytelling, audience engagement, and campaign execution, with a focus on seamless, cohesive messaging across all touchpoints.Emphasis on Measurement, Analytics, and Demonstrable Impact: PR efforts will increasingly be expected to demonstrate their impact through measurable outcomes and data-driven insights. The use of advanced analytics, key performance indicators (KPIs), and measurement tools will be crucial for evaluating the success of PR campaigns, tracking brand sentiment, and attributing tangible results to PR initiatives.In conclusion, the future of PR in 2024 is a fascinating blend of innovation and responsibility, shaped by a fusion of technology, authenticity, and societal consciousness. PR professionals who embrace innovation, prioritize ethical communication, and maintain a keen understanding of their audience will navigate this evolving terrain successfully. The journey ahead promises both challenges and opportunities, marking a new era in the ever-evolving world of Public Relations.

Authored by Siddhartha Mukherjee, Founder, Brand BalanceIn the ever-evolving landscape of business, the role of PR and Corporate Communications is expanding beyond its traditional boundaries. CEOs now recognize the potential of leveraging this function not just for managing media relations but as a catalyst for revenue generation.Let's explore 6 visionary mind shifts that CEOs can adopt in 2024 to seamlessly convert PR & Corporate Communications into a revenue centre:1. Elevate PR to Brand ManagementMove beyond the confines of News Management and position PR & Corporate Communications as the vanguard of Brand Management. While News Management remains an essential aspect, limiting PR function solely as a tool for handling news limits its potential. It's time for a paradigm shift, discarding outdated concepts and fostering a mindset that envisions this function as a strategic force in shaping and safeguarding the brand's health.2. Re-define KRAs and KPIsBuilding on the above, the transformation requires a re-evaluation of Key Result Areas (KRAs) and Key Performance Indicators (KPIs). Shedding the constraints of News Management metrics, CEOs must instate fresh, evolved KRAs and KPIs under the broader umbrella of Brand Management. This shift aligns the communication function with the overarching goal of enhancing the brand's resonance and, consequently, its revenue-generating potential.3. Increase Time Spent with Corporate Communications functionHistorically, CEOs have engaged with PR & Corporate Communications sporadically, often limited to critical announcements or crisis management. To fully unlock its potential, CEOs need to integrate this function into regular business planning and ongoing reviews. Increased frequency and duration of interaction can facilitate more nuanced information exchange and strategic course adjustments, making PR an integral part of the decision-making process and brand management process.4. Embrace the INPUT-OUTPUT-OUTCOME FrameworkTo measure the effectiveness of PR efforts, adopt the INPUT-OUTPUT-OUTCOME language. This framework ensures a comprehensive assessment of communication strategies, going beyond mere outputs (such as media coverage) to gauge outcomes that directly impact the organization's bottom line. Communicating the tangible outcomes of PR initiatives reinforces its contribution to the business's overall success.5. Re-define and Invest in Brand Reputation ERPsHistorically, the term ERPs drew a different connotation - enterprise resource planning. The acronym can well be a wonderful gift to the world of Corporate Brand Reputation, albeit with a different meaning! For the CEO, the chief brand reputation officer of an organization, this acronym will stand for Efforts, Resources and Processes. Corporate and Product Brand Reputation is a complex grid that needs disciplined blocks of ERPs – efforts, resources, and processes. ERPs laced with data analytics serve as the backbone for effective brand reputation management. By integrating PR and Corporate Communications into a comprehensive ERP framework, organizations can streamline communication strategies and ensure a cohesive approach to building and safeguarding their reputation.6. Data-Driven Decisions: Implement Realistic PR Measurement & Data AnalyticsData Analytics fuel ERPs – efforts, resources and processes! It plays a pivotal role in interlinked domains of Brand Management, Stakeholder Management, Business Intelligence, News management, etc. during both business as usual (BAU) and business not as usual (BNAU). CEOs should invest in realistic PR Measurement and Data Analytics frameworks to scientifically evaluate the impact of communication efforts. By leveraging data analytics, organizations can gain valuable insights into audience sentiment, campaign effectiveness, and overall brand health. This data-driven approach enables informed decision-making, ensuring that PR strategies align with overarching business objectives of demand generation and sustenance across stakeholders.As CEOs navigate the dynamic landscape of 2024, transforming PR and Corporate Communications from a traditional cost centre into a proactive revenue centre will be key for both the CEO and Organization's success. Mind shifts are key!

In conversation with Adgully, Manali Pilankar, Associate Director - Corporate communications JM Financial Limited, unveils insights into the Media Playbook for 2024 and explores the intricate landscape of media dynamics, communication strategies, and the transformative role of PR in today’s business realm. With a wealth of experience in integrated communications and PR, Manali Pilankar illuminates the critical interplay between business objectives and communication strategies, emphasising on the imperative need for alignment to achieve organisational success. Throughout the discussion, she delves into emerging trends, such as AI integration, blockchain’s impact, and the diversification of media channels, offering invaluable guidance for communication professionals navigating the dynamic shifts in the industry. Her expertise and strategic prowess underscored the importance of adaptability, innovation, and ethical communication practices, encapsulating the essence of the Media Playbook for 2024.In the rapidly evolving landscape of media and communications, what are the key trends you foresee shaping the Media Playbook for 2024?The media and communications landscape is going through an extremely interesting, exciting as well as significant phase in which old rules are being rewritten and new thoughts and concepts are being introduced. Thanks to digitalisation, the growth of digital media and social media, remaining ahead of the media relations curve is necessary. Being a PR professional, one needs to continuously engage in conversations with the audience on multiple media platforms to demonstrate the responsive aspect of the brand. In this era of immediacy, media and communications professionals will work more closely with the C-suite members to manage reputation, media engagement and control the narrative. The coverage spectrum will expand further and coverage weightage will be spread across traditional media as well as new-age media. As the media universe is becoming more diverse in nature, the media and communications professionals will be deploying multiple pitches on a particular development to gain maximum media exposure. In addition, a data-driven approach will become even more intrinsic when it comes to selecting the media and measuring the impact. Another key trend to watch for is the integration of Artificial Intelligence with social media platforms to deliver personalised content.How crucial is it for businesses today to align their communication strategies with their overarching business goals, and how do you ensure this alignment at JM Financial?Aligning communication strategies with overarching business goals is a strategic imperative that positions communication as a purposeful and integral force driving the overall visibility impact of the organization. An effective synergy between the business goals or corporate strategy and communication narrative leads to a streamlined internal and external communications framework devoid of any ambiguity. What’s quite encouraging to note is that C-suites in all organisations are realising the importance of cohesiveness between business goals and communication strategies.At JM Financial, we believe in synchronising communication strategies with business goals to establish a framework where each communication initiative is strategically positioned to propel and amplify the organisation’s overarching objectives. This strategic coherence is helping us foster a unified approach across diverse communication channels.With your extensive experience in integrated communications and PR, what strategies do you believe will be most effective in engaging both internal and external stakeholders in the coming years? In the dynamic landscape of financial services, an effective engagement strategy involving both internal and external stakeholders is essential for sustained progress.Looking ahead, a multifaceted approach is crucial for effective engagement internally and externally. Internally, fostering transparent communication channels and regular updates on organisational developments can enhance employee morale and commitment. Creating avenues for feedback and suggestions further empowers the internal workforce. Internal communication needs to evolve, incorporating transparency, active listening, and nurturing open dialogue. These ideas will be the foundation of successful strategies in the year ahead.Externally, organisations should leverage the rich experience and expertise of the communication and PR professionals to communicate a unique value proposition to clients and partners. Targeted communication strategies, supported by insights and timely execution, can strengthen existing partnerships and attract new clients. The integration of digital communication tools and platforms can enhance external stakeholder engagement, by making the communications real-time and interactive.Creative approaches and collaboration with diverse stakeholders are valuable assets in developing compelling narratives that resonate with both internal and external audiences. Engaging storytelling, supported by data-driven insights, can pave the way for enhancing brand perception and trustworthiness.A combination of transparent internal communication, targeted external messaging, and innovative storytelling can position organisations for sustained growth by engaging both internal and external stakeholders, going forward.In your view, what role will emerging technologies (such as AI, VR, or blockchain) play in reshaping the landscape of corporate communications and PR in the foreseeable future?In this evolving phase of corporate communications and PR, there is a notable surge in utilising AI across various sectors. This trend is particularly driven by the fact that traditional media platforms in some cases grapple with limitations in driving effective communication strategies. AI, when deployed judiciously, proves to be a formidable tool for research and value addition, amplifying skills, fostering creativity, and boosting overall productivity.One significant trend that emerges is the integration of AI in influencer marketing. The potential of AI to enhance content creation is evident, but it comes with a caveat – influencers need clear guidelines on the ethical and legal aspects of the use of AI-generated content. As influencers increasingly turn to AI to augment their creative output, it becomes imperative to establish and communicate the rules governing such practices.Looking ahead, the concept of generative personalization of AI-generated content holds promises in addressing consistency issues. Embracing AI as a tool to amplify creativity rather than replace it is the key here. It’s essential to recognise the role of AI in enhancing the quality and relevance of content.In addition, the transformative influence of blockchain-based media is reshaping the landscape of information dissemination. The inherent features of blockchain, including enhanced transparency and data ownership, offer a progressive shift in how information is accessed and shared. This innovation aligns with the broader industry shift towards greater transparency and integrity in communication.All these technologies present opportunities to elevate communication strategies, foster creativity, and enhance transparency, contributing to a more dynamic and responsive communication landscape.As a communication strategist, how do you balance the need for innovation and risk-taking with the necessity of maintaining the company’s established brand identity?Balancing innovation, risk-taking, and preserving an established brand identity requires a nuanced approach. Maintaining a fine balance between innovation and prudent risk-taking is paramount to adapting to shifts in audience and stakeholder preferences. At the forefront of this strategic balancing act is the unwavering commitment to authentic and ethical messaging. As we explore new-age formats, the core emphasis remains on truthful and principled communication.The focus is not merely on adopting new trends; it is about practicing responsible and trustworthy communication. By infusing innovation with authenticity, we not only cater to the evolving needs of our stakeholders but also fortify the foundation of enduring trust—an invaluable currency in the evolving landscape of communication.The media landscape is increasingly diversified. How does JM Financial adapt its communication strategies to resonate with various demographics and channels effectively?Adapting to the diversifying media landscape is integral to our strategy. We tailor our communication approaches to resonate with diverse demographics and channels effectively. Embracing a multi-channel approach, we leverage traditional media, digital platforms, and social channels strategically. Content customisation is paramount, ensuring that information is presented in formats suitable for varied comprehension levels. Constant evaluation using data-driven insights enables us to refine our strategies, ensuring our brand communication remains agile, adaptive, and resonant across the evolving media landscape.Given the influence of social media, how does your team leverage these platforms to enhance brand visibility and engagement while mitigating potential risks?Through a proactive approach and strategic online brand building, we harness the power of social media to cultivate an engaged audience. Continued tracking of conversations, mentions, and sentiments enables swift identification of perceptions, facilitating timely actions. Leveraging employee advocacy strengthens relationships, creating brand champions across diverse interest groups through internal networks. This engagement underscores the value of opinions. Ensuring uniform messaging across all social platforms establishes a robust and consistent brand presence, reinforcing strong recall. The synergy of these efforts positions us to effectively navigate the dynamic landscape of social media and foster enduring brand connections.By monitoring feedback carefully, ensuring transparent communication, and staying receptive to evolving trends, potential risks can be mitigated. The key here is to foster a positive and responsive online presence that resonates with the target audience while safeguarding the brand's integrity.Looking ahead, what advice would you give to aspiring communication professionals aiming to navigate the rapidly changing dynamics of media and PR in the coming years?The dynamic digital and social media landscape brings both excitement and challenges to communication. The PR arena is undergoing a notable shift fueled by the adoption of integrated, multifaceted strategies for maintaining consistent messaging across platforms. My advice to emerging communication professionals is to diversify outreach channels strategically, aiming for maximum impact. Embrace data-driven storytelling to elevate engagement and relevance, navigating the evolving communication terrain effectively.

The start of a new year is seen as bringing in new operational efficiencies, stronger strategies, and a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand. As 2024 kicks off, Adgully has approached key industry leaders to Crystal Gaze into 2024, as part of our annual Trending Now series.According to Irvinder Ray, Partner, Deloitte India, the emergence of advanced technologies such as 5G, and AR/VR will open newer doors for out-of-the-box advertising models, with an emphasis on conscious branding, sustainable advertising, and CSR. There will be a considerable shift towards digitization, witnessing the formation of proprietary Customer Data Platforms or CDPs for having an enhanced amount of control over data. There will be a rising focus on Data Protection and Privacy (DPDP), Gen AI emerging as a major driving force behind content creation, strategizing campaign ideas, and an increased focus on data enrichment strategies. 2024 will also witness an increase in investment in OTT, particularly in CTV because of its advantages such as real-time data analytics and targeted reach.Key Trends Dominating and Impacting the Industry in 2024Looking forward to 2024, we expect a further acceleration in digital transformation across the industry. The advent of emerging technologies like AR/VR and 5G will unlock new opportunities for innovative advertising models. Moreover, sustainable advertising and conscious branding will also gain prominence as consumers increasingly prioritize corporate social responsibility. These trends are expected to redefine advertising norms while creating refreshing avenues to connect and communicate with audiences.Major Expectations from 2024The primary focus of companies for 2024 will be driving digital innovation and nurturing talent capable of leveraging new-age ad technologies.Data Control and Digitization: Significant thrust towards digitization, marked by the industry's pursuit of building proprietary Customer Data Platforms (CDPs) for enhanced control over data. Fortifying data security, personalization capabilities, and insightful analytics empower more informed decision-making.DPDP Awareness and Implementation: The increased focus on Data Protection and Privacy (DPDP) with concerted efforts towards compliance and awareness campaigns. Alignment with evolving regulations, ensuring responsible data handling and fostering trust among consumers.Gen AI Adoption and Innovations: Gen AI is a key driving force, influencing various facets from content creation to campaign strategies, particularly among major brands. The exploration and integration of AI-driven technologies for more nuanced audience targeting, personalized experiences, and innovative campaign executions.Data Enrichment for Comprehensive Insights: A growing emphasis on data enrichment strategies, aiming to cultivate a unified view of customers for companies to gain profound insights into consumer behavior, facilitating tailored and targeted marketing efforts.OTT Investment Surge and CTV Growth: A surge in Over-the-Top (OTT) investment, notably in Connected TV (CTV), owing to its inherent benefits such as targeted reach and real-time data analytics. Advertisers strategically shift focus from traditional TV to CTV, leveraging its advantages for more effective audience targeting and engagement.

The start of a new year is seen as bringing in new operational efficiencies, stronger strategies, and a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand. As 2024 kicks off, Adgully reached out to some leading names in the Public Relations & Corporate Communication industry to Crystal Gaze into 2024 and speak about what will keep them busy in the year ahead.Focus Areas for PR Professionals in 2024Artificial Intelligence, Digital, Sustainability, and Innovation are some of the key focus areas that the Public Relations industry leaders will intensify their attention on this year.Dr Sarvesh Tiwari, Founder and Managing Director, PR ProfessionalsDr Sarvesh Tiwari, Founder and Managing Director, PR Professionals, listed the following focus areas for his agency:Digital Innovation and Integration: At PR Professionals, we're working on integrating AI, VR, and AR to revolutionise storytelling this year. Our focus is on seamlessly blending these technologies into our PR and content creation processes. By harnessing digital tools and data analytics, we aim to elevate our clients’ digital presence, ensuring our strategies are as innovative as they are effective.Sustainability and Social Impact: Sustainability and CSR are more than buzzwords for us; they’re a commitment. We're integrating sustainability into our client campaigns, highlighting their eco-friendly practices and social initiatives. This approach isn't just about building a positive brand image; it's about genuine responsibility towards our planet and society.Cultural Sensitivity and Diversity: As someone who grew up amidst the vibrant diversity of Bihar, I understand the importance of cultural sensitivity and equity. At PR Professionals, we're dedicated to ensuring our campaigns are inclusive and culturally nuanced. Internally, we're cultivating a diverse team to bring a plethora of perspectives, enhancing our creativity and connection with varied demographics.Archana Jain, CEO, PR Pundit Havas Red Archana Jain, CEO, PR Pundit Havas Red, stressed, “Trying to be a force for good and becoming more meaningful is something more businesses need to do. This is not just because our planet needs it, but because consumers and employees wish to support brands and organisations that are committed to people, planet and purpose. These subjects will enjoy a clear PR advantage in 2024 and beyond.”Continuing further, Jain said, “Social media is only going to get bigger in 2024 and beyond as more and more people access and get hooked on to it. It’s paramount, therefore, that we are adept at publishing original content; sharing insights; showing up in the comments; building thought leadership and employer branding on X, LinkedIn, etc. Influencer marketing and KOL collaborations are going to continue to be a critical part of the communications toolbox to tap new cohorts and amplify messages.”“The creative sector has always been driven by our unique human voices and imaginations, and that’s not going to change in 2024. But we need to harness artificial intelligence more productively. It is already helping PR professionals in terms of data analysis, consumer and industry insights, content generation and more. But in 2024, we will have to learn to steer this machine-generated intelligence more to our advantage. I believe we can overcome the shortfall in available talent and multi-task with smarter use of AI!” she added.Tarunjeet Rattan, Managing Partner, Nucleus PRContinuing to develop a deeper understanding of the interplay of AI with consumer sentiment and helping brands stay ahead of the curve top the agenda for Tarunjeet Rattan, Managing Partner, Nucleus PR.Rattan added, “We will continue to integrate technology into our work processes, which will allow us to automate grunt work, freeing up time to devote to research and upskilling.”She also intends to continue to develop editing chops, because relevance will rule the roost among all the content being churned out by AI. “The best editors will win!” she exclaimed.Aman Gupta, Managing Partner, SPAG FINN PartnersAman Gupta, Managing Partner, SPAG FINN Partners, said, “Our primary focus at SPAG FINN Partners revolves around innovation, strategic storytelling, and data-driven audience profiling for campaigns that deliver business impact. We are dedicating resources to staying ahead of emerging technologies, refining our storytelling techniques to resonate with evolving audience preferences, and leveraging data analytics to optimise campaign performance.”

In the fast-paced world of public relations, 2023 brought unforeseen challenges and opportunities for firms across the industry. Navigating a complex landscape, PR agencies showcased resilience and adaptability in their crisis management plans. The sector as a whole witnessed a paradigm shift, with firms prioritizing proactive reputation management and digital communication strategies. As part of our rewind 2023 series, Adgully spoke to a cross-section of PR and Corporate Communications leaders to understand their perspectives, strategies and their ability to evolve that has been pivotal in shaping its trajectory for the year.Approach for Crisis Management and Reputation ProtectionArchana Jain, CEO, PR Pundit Havas Red, stressed, “The backbone of crisis management has always been and will always be preparation. We work with our clients to plan for, on how to respond to and then recover from crisis events – with a view to safeguarding the company and brand’s image to minimise long-term reputational damage. We do so by pursuing pre-emptive measures like a vulnerability analysis of the business, training key stakeholders on a coordinated and timely response, outlining a media and social media communications plan, including recommended procedures, protocols, etc. Given the diversity of possible crises and the fact that every specific event will unfold differently and have varying impacts at different times, we canvas a range of generic actions that will assist management in responding to an incident. We believe in building a forward-looking approach of being prepared, build a culture of communicating proactively and develop a mindset of dynamic decision making.”Tarunjeet Rattan, Managing Partner, Nucleus PR, predicted, “In 2024, bot war and deep fakes will take up a fair amount of our time in the crisis management area. PR professionals will not only have to find a way to effectively deal with this new curveball that amplifies every small challenge turning it into a crisis but will also have to have a fair understanding of cyber laws to handle it.”Madhukar Kumar, Founder & Chief Strategist, Grey Cell PR, remarked, “In the world of PR, crises are like uninvited guests. We tackle them head-on with a blend of intuition and strategy. Our approach is to always be prepared, agile, and empathetic. We're enhancing our crisis toolkit with AI for faster issue detection and resolution, making sure we're always a step ahead for our clients.”Speaking about challenges faced by the PR industry, Jasrita Dhir, Director - Marketing and Communications, Karkinos Healthcare, said, “In the post-pandemic world and in certain sectors such as those dealing with communicable diseases/ public health, etc., there’s a real challenge of burnout that the crisis managers are dealing with, reeling under successive waves of Coronavirus and such.”Dhir further said, “In the age of misinformation and deepfakes, there’s an actual crisis to deal with as also the misinformed variant of the crisis to counter - a double whammy! In hyper-connected networks and matrix organisations, keeping the chain of command unilateral and ensuring a single communication centre is also a new challenge with regard to information leaks.”According to Dhir, the strategies crucial in 2024 re:Fact check before jumping into executionAmp up the social listening game including in the vernacular mediumLike charity, reputation building also starts at home. Image building starts with internal stakeholders; brand advocacy starts with intra-organisational human capital and these are the first line of resources to tap into during a crisis outbreak.Jyotsna Dash Nanda, AVP - Corporate Communications, Dharampal Satyapal Group (DS Group), added here, “As PR Professionals, our job is to guide, empower, and equip leadership to deal with crises of all kinds. There is no shortcut to elaborate preparation and complete collaboration with all necessary stakeholders to be able to assess necessary landmines in the crisis and provide a flexible and agile response mechanism for the organization and the senior leadership. Navigating crisis leadership presents a formidable yet indispensable facet of contemporary leadership which effective media and crisis training help hone. We proactively reach out to the senior leadership team and help them to equip themselves and prepare well. The preparation helps them to be seen as taking ownership, communicating with utmost transparency, exhibiting decisiveness, flexibly responding to evolving situations while adhering to the basic rules of communication, demonstrating empathy and support, allocating resources judiciously, and fostering collaboration. As PR professionals we derive lessons from experiences keeping a long-term outlook in mind while upholding ethical standards adeptly managing crisis communication, and prioritizing personal resilience and self-care. Crisis leadership is critical in today’s dynamic business environment and refers to the ability of leaders to effectively navigate and manage an organization or team during times of significant upheaval, uncertainty, or crisis with complete support from the communications team. Our responsibility involves making critical decisions, providing direction, and inspiring confidence in challenging situations so that communication is effective with 100% truth and giving direction on the way forward.”

Ending the year on a high note, PR Professionals, the flagship of the PRP Group announces that it has secured the public relations mandate for five leading real estate developers within two months. The strategic partnership entails collaboration with real estate giants, including TARC, one of India's largest listed real estate developers; Bharti Real Estate, the real estate business arm of the Bharti Group; NeoLiv, an integrated real estate platform with a robust fund management business and development arm founded by Mohit Malhotra, the former Managing Director and CEO of Godrej Properties Limited; and revered real estate developers Eldeco Group and Arize Group. PR Professionals' expertise and track record in the public relations sphere have positioned them as the trusted choice for the real estate sector.Commenting on this, Dr. Sarvesh Tiwari, Founder & Managing Director of PR Professionals, shared, “In the last few years, we have expanded our client base across various verticals, including BFSI, Artificial Intelligence, Power, F&B, Metals & Mining, among others. However, real estate has been our core strength since the beginning. We are glad that another set of real estate developers, who are leaders in their respective domains, has entrusted us with their PR mandates.”PR Professionals has extensive experience in handling the communications mandates of real estate developers, making it an agency of choice for the sector. It has served over 40 national and international real estate companies and successfully handled communications for over 80 residential, retail, and commercial projects in super luxury, luxury, premium, and affordable segments. DLF Ltd, Central Park, Paras Buildtech, Signature Global, M3M Group, Trident Realty, Vatika Group, LuLu Group, Tribeca, Elan Group, Krisumi Corporation, eXp Realty, Smartworld Developers, and Alpha Corp are some of the top names in its portfolio.In 2023, PRP launched the PR campaign for the luxury residential offering of DLF Ltd, The Arbour, located in Gurgaon. This launch campaign is touted to be one of the most successful projects launches in the history of Indian real estate. DLF witnessed record-breaking pre-formal launch sales worth INR 8,000+ crores. The project was fully sold out within three days even before its official launch. Other notable clients that PRP has onboarded in the past few months include SLMG Beverages, Writesonic (an AI-based writing and image generation platform), News18 India & CNN-News18, PTC India Ltd. (formerly known as Power Trading Corporation of India Limited), Bajaj Finserv, and Patna Metro Rail Corporation, among others.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.

As the year draws to a close, it’s time to take stock of the important trends and developments that dominated the industry, with long term ramifications. 2023 was a year when Artificial Intelligence disrupted every industry; Public Relations and Corporate Communications, too, did not remain immune to AI’s wide-ranging impact. However, AI was not the only gamechanging development. Adgully spoke to a cross-section of PR and Corporate Communications leaders to do an exhaustive recap of this industry, as well as understand some of the trends that will dominate this industry in 2024.PR & Corp Comm Industry’s performance in 2023Tarunjeet Rattan, Managing Partner, Nucleus PR, noted, “Empirical data suggests that most firms have done 5X the business they did during the pandemic. At the start of the year, there was an attempt by the brand world to push for a pre-pandemic ‘course correction’, while the PR industry pushed back to break away and evolve from that set perception. This has led to an interesting amalgamation of services now being offered by PR agencies and probably a new definition of the profession.”The PR industry also saw an increased curiosity about the profession judging by the RFPs requested on a weekly basis. This also called for a larger mandate for the entire PR industry to educate and upskill the brands they worked with on how PR is evolving and changing this year.According to Rattan, talent in the PR industry has also gone through a change at all levels. “While the new JD for a new joinee in PR is still up for discussion, the middle management and leadership teams have had to upskill quickly to ride the tide, assimilate information on the go and churn out strategies that make sense in the new world,” she added.Growing demand for purpose-driven communicationIn 2023, the PR industry witnessed a dynamic landscape characterised by evolving media consumption patterns and an increased demand for purpose-driven communication, observed Aman Gupta, Managing Partner, SPAG FINN Partners. He added, “At SPAG FINN Partners, we navigated these shifts successfully by staying agile, embracing technology, and prioritising authentic storytelling. The industry’s resilience and adaptability were evident, and we foresee continued growth as we leverage these lessons to shape our strategies in the years to come.”Emerging trends and innovative strategiesPR industry leaders unanimously agree that technology will emerge as an important enabler for the function as they leverage technology to enhance efficiency, track real-time and understand trends. Also, social media channels of the brand and its leadership will emerge as powerful mediums to communicate the narrative.Akanksha Jain, Head - Public Relations and Corporate Communications, BharatPe, pointed out, “Focus will be a lot more on purpose-driven communication, as consumers today are more keen to be associated with brands that have a clear impact narrative. In turn, the ESG roadmap will have to be clearly carved out for organisations.”Also, the Communications role will focus a lot more on larger reputation building and safeguarding, by leveraging earned, paid, social and owned media. It is the owned media channels that will be the next game-changer for the companies, driven by a well thought-through content strategy- that caters to a diverse set of stakeholders. Additionally, Key Opinion Leaders will continue to play an important role in driving brand narratives.Jasrita Dhir, Director - Marketing and Communications, Karkinos Healthcare, highlighted some emerging trends:Integrated Communications Approach: The line between traditional PR, new-age PR, digital PR has all but blurred. 2024 will see Comms professionals demand and PR agencies present integrated communication solutions incorporating external and internal comms, social media influencers, digital creatives, et al.Rise and rise of Podcasts: The medium that is expected to leapfrog further in 2024 is podcast, in both the audio and video formats.Emerging need for climate communications.Evolving need for ESG and sustainability Comms.SPAG FINN Partners’ Aman Gupta said, “In 2024, we anticipate several key trends shaping the PR industry. The increasing prominence of immersive technologies (Augmented reality (AR) and virtual reality (VR)) along with data driven audience insights, is transforming the way we engage audiences. These technologies offer new and creative avenues for storytelling and brand experiences. Additionally, the integration of artificial intelligence (AI) and data analytics is becoming a cornerstone of PR strategies, enabling more personalized and targeted campaigns.”AI to continue to transform PR even moreMahima Misra, Head of PR & Corp Comm, Good Glamm Group, noted that AI will continue to transform PR even more. “The potential of AI to improve content ranking through SEO optimisation and enhanced audience personalisation will boost PR efforts in 2024. It will also help in media tracking and calculating audience response more efficiently. AI can write about practically anything, including press releases. This may help reduce PR content creation costs while increasing scalability,” Misra added.Along with AI, Video and Podcast Content will also gain prominence. With the rise in demand for video and audio content, it is no surprise that this is an integral part of the future of PR and still on the list of PR trends. Podcasts (both audio and video podcasts) are in high demand. Videos are effective for telling a highly visual story, too. From regular to luxury PR campaigns, high-quality videos present the perfect medium to showcase your newest products, services, and even brand events. “Not only that, but videos will also help you relay your side of the story during a crisis. Whether short or long, the fact remains that video marketing is here for the long haul,” she added.Social Media for Online Reputation Management, Contact BuildingSocial media is the heavyweight champion in PR and will remain so in 2024. Unlike traditional PR methods, social media enables two-way communication between brands and their customers, the media, and other stakeholders. Brand image and reputation enhancement through social media are also likely to continue. Social media will continue to play a role in helping brands manage a PR crisis and neutralise negative publicity. Misra also considers LinkedIn as an important PR platform to establish brand/ company image and make impact and establish founders and professionals as thought leaders in their field. Jyotsna Dash Nanda, AVP - Corporate Communications, Dharampal Satyapal Group (DS Group), added here, “In the ever-evolving landscape of business, the integration of artificial intelligence (AI) and technology is universally recognised as a crucial skill for success, transcending the boundaries of company size. As businesses set their sights on 2024, a pervasive commitment to leveraging AI for content creation and writing assistance takes center stage, underscoring the transformative role of technology in shaping communication strategies.”Furthermore, the strategic use of various platforms and channels emerges as a cornerstone for achieving organisational goals, reflecting a forward-looking approach to digital engagement. Anticipating the importance of staying attuned to public sentiment and changing consumer needs, businesses are planning to harness the power of media monitoring tools and content calendars in 2024, aligning their efforts with the dynamic nature of the information ecosystem.