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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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.”