We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive column ?Çô PR Conversation ?Çô Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Shalini Singh, Group Head-Brand and Communications, RPG Group, speaks in length about her role at RPG Group, the #ChangetheStory sustainability project, RPG Group?ÇÖs approach to sustainability communication, and much more.How has your journey been like so far? How did you transition into the role of Group Head - Brand & Communications at RPG Group?My professional journey began with a world class company, Arvind Mills, which was a global organization, ahead of its time. I learned a lot by setting up the communications function for this dynamic company and also worked on interesting brand launches and campaigns. In the dynamic era of the Y2K, I had the privilege of working with renowned companies like Kale Consultants and Bharti Tele-Ventures. These enriching experiences laid the foundation for my career in corporate communication.I have spent over 6 years of my career heading Corporate Communications, CSR & Sustainability at Tata Power, spearheading sustainability initiatives. Sustainability has always been my passion. Club Enerji & Act for Mahseer are a few of the properties we initiated at Tata Power, which have grown humongous now.My next stint was at Lafarge Holcim, where I took on the role of Head of Corporate Communications and Sustainability, for its two Indian entities- Ambuja and ACC. This was an interesting chapter of my career, where I first facilitated the brand transition from Lafarge Holcim to Holcim in India. Later, I facilitated brand transition during the takeover of companies from Holcim to Adani. At ACC and Ambuja, our sustainability projects, like #ChangetheStory, got global recognition.Transitioning into the role of Group Head - Brand & Communications at RPG Group was a natural progression, where I leverage my expertise to drive impactful brand strategies aligned with the group?ÇÖs vision and values. The Group?ÇÖs brand promise is ?Çô Hello Happiness, which endorses happiness for all. Sustainability is among the Group?ÇÖs key focuses.It?ÇÖs been an enriching journey marked by continuous learning, growth, and contributing my bit to the plant. Experience in varied sectors like Power, Cement, IT, Telecom, Pharma, automotive and Textiles & Garments has given me a nuanced and holistic perspective that helps both professionally and personally.How do you approach integrating sustainability practices into the overall brand communication strategy for RPG Group?Sustainability is an integral part of RPG Group?ÇÖs brand identity. We ensure that sustainability principles are embedded into every aspect of our communication strategy, from product messaging to corporate storytelling.RPG Group and its companies are purpose-driven entities and our focus is creating long-term impact. For instance, our most recent sustainability campaign is a mega plantation drive wherein the group has pledged to conserve, restore, and grow one million trees by 2030. So, it is more of a long-term project than short.Our approach to sustainability communication begins by aligning with the overarching vision and goals of the Group and its diverse business entities. For instance, CEAT Ltd, our flagship company, has set a target to reduce its carbon footprint by 50% by 2030, while KEC International aims to decrease greenhouse gas emissions intensity at its manufacturing plants by 20% by FY26. Similarly, Zensar Technologies, another RPG Group entity, has pledged to achieve net-zero greenhouse gas emissions by FY 2040. Through these goals, we strive to lead by example for the industry. By leveraging our brand communication channels, we aim to amplify our sustainability initiatives, raise awareness among stakeholders, and inspire collective action towards environmental conservation.Moreover, our sustainability communication strategy revolves around shared commitments to UN Sustainable Development Goals (SDGs), encompassing objectives such as circular economy practices, water management, energy efficiency, and carbon neutrality.In essence, sustainability is not just a checkbox for RPG Group; it?ÇÖs a fundamental principle that guides our decision-making and shapes our brand identity.With your extensive experience across various industries, how have you seen the landscape of brand communication evolve over the years?Branding and communication industry has evolved tremendously over the past few decades. This is majorly driven by technological advancements. We have witnessed consumer behaviour changing and focus shifting. Sustainability is now mainstream. I began working 4-5 years before the Y2K; this was the time when we had newly begun embracing digital and incorporating the web in every business function. Communication was no different.Over the years, we have witnessed a significant shift towards digital platforms, enabling more targeted and personalized communication strategies. The traditional media simultaneously have also reinvented themselves, thus changing the dynamics. This industry keeps one on their toes, as agility in evolving with the times is of key importance.As digital media continues to thrive, the scope of PR and corporate communications has expanded, encompassing reputation management, stakeholder engagement, and crisis response. In this dynamic environment, integrated communication strategies that seamlessly blend traditional and digital channels have become imperative for building brand resilience and fostering meaningful connections with audiences.What are some key challenges you faced in your role, and how did you overcome them?As Chief - Corporate Communications, CSR & Sustainability, navigating the complex landscape of stakeholder expectations and balancing short-term goals with long-term sustainability objectives posed significant challenges. However, by fostering collaboration across departments, leveraging data-driven insights, and fostering a culture of transparency and accountability, we were able to overcome these challenges and drive meaningful progress. During crisis management, meticulous scenario planning and responsiveness help build trust with our stakeholders.You have also been the Chairman of the POSH Committee. What strategies did you implement to promote a safe and inclusive work environment within your organizations?As Chairman of the POSH Committee, promoting a safe and inclusive work environment was a top priority. We implemented robust policies and procedures to prevent and address instances of harassment, while also fostering a culture of respect and diversity through awareness campaigns, training programs, and employee resource groups. By prioritizing all employees?ÇÖ well-being and accountability, we created a workplace where everyone feels valued and supported.In your opinion, what are the essential qualities or skills required for a successful career in integrated communications and sustainability?Deep understanding of business, strategic thinking, adaptability, and a passion for driving positive change are essential qualities for success in integrated communications and sustainability. Staying updated with the latest trends and developments, being empathetic towards diverse perspectives, and fostering collaboration across disciplines are also critical for navigating the dynamic landscape of corporate communications and sustainability.Could you share a memorable experience or achievement from your career that you are particularly proud of?There are many memorable experiences, but chief of them are being amongst Asia?ÇÖs Top Sustainability Superwomen List of Honor (2019) by GRI for note worthy contributions to building the nation and putting it on a roll-journey leveraging futuristic insights and contributions in the areas of Communication, CSR and Sustainability. The second one being Holcim?ÇÖs #ChangeTheStory campaign, which is indeed something I look back at and reflect upon. The initiative was special as it not only raised awareness about critical sustainability issues, but also mobilized stakeholders towards collective action. And that is an example of the power of integrated communications in driving positive change.A standout aspect of the #ChangeTheStory campaign was the introduction of bubble barrier technology, a cutting-edge innovation designed to remove plastic waste from waterways. I believe, #ChangeTheStory is remarkable in the sense that it created a tangible impact on the environment. By leveraging sustainability measures supported by advanced technology, we were able to make a lasting and measurable difference in our surroundings. It reinforces the power of collective action in driving positive change. I believe that is what won us the various awards and global recognitions.

Harsimran Shergill, a seasoned professional with over 17 years of experience, has joined Head Digital Works as Director of Corporate Communications. Having previously held notable positions at renowned firms such as Edelman and Ruder Finn, Shergill brings a wealth of expertise to her new role.With a diverse background encompassing mainstream media, including print, television, and digital platforms, Shergill has established herself as a trusted advisor in the realms of thought leadership, content development, and brand communications strategy. Her proficiency extends to providing media training for senior executives and crafting comprehensive communication strategies for both internal and external stakeholders."I'm thrilled to embark on this new journey with Head Digital Works," expressed Shergill. "In an era where effective communication is paramount for organizational success, I look forward to leveraging my experience to further elevate the company's corporate communications initiatives."At Head Digital Works, Shergill will play a pivotal role in shaping and executing the organization's communication strategies, enhancing its brand presence, and fostering meaningful connections with stakeholders across various channels.

Ballou PR, a European PR agency specializing in technology and VC communications, has made a splash with dual announcements.Fiona Houston (pictured) has returned to Ballou PR as the new UK Managing Director. She previously served as an account director before venturing out to Taylor Herring for a year. Houston succeeds Phil Dwyer, who stepped down after five years to pursue other opportunities. Toby Andrews, who joined Ballou in 2021, has also been promoted to Senior Account Director in the London office.Houston expressed her excitement about leading the talented London team and collaborating towards a successful year for Ballou PR. These leadership changes come on the heels of securing new clients like Sumsub, a global identity verification platform, Rialto Ventures, an Italian VC firm, and the Sui Foundation, dedicated to web3 user onboarding.Expanding beyond the UK, Ballou PR announced its fourth European office in Barcelona, Spain. The office will be led by J??rn Dunker, who previously served as the agency's Germany Managing Director. With this addition, Ballou PR boasts a 40-person team across offices in France, Germany, Spain, and the UK.?Ç£Spain has grown to become a major part of the venture capital, startup and entrepreneurial ecosystem in Europe. Over the last months we?ÇÖve been in talks with a number of players in the ecosystem, gaining a deep understanding of the criteria and needs of the market. Our ambition is to become a strong local partner for companies wishing to increase their brand awareness and manage their reputation in Spain. In addition, we want to enable Spanish tech companies and startups to not only gain more visibility in their home market but also accelerate in other European markets,?Ç¥ J??rn Dunker, Managing Director, Ballou Spain, said. Colette Ballou, founder and president of the agency, has been closely following the thriving Spanish tech scene. She cites the emergence of prominent local VCs, high-growth companies, and major conferences as factors driving their decision to enter the market. Ballou is eager to contribute to the dynamic Spanish tech ecosystem.

Jajabor Brand Consultancy and Evolved Group have partnered to launch a joint venture- AD VITAM. Evolved Group which has worked with some of the leading brands across the globe including Google, YouTube, Unilever, and Under Armour will make its foray into the Indian market with tailor-made offerings with this collaboration. This announcement comes at a time when the India-to-global story is in full swing. This venture aims to further supercharge the India-to-global story by empowering Indian brands with the right tools to dominate the global arena. AD VITAM (which means ?Çÿbringing to life?ÇÖ in Latin) will combine the best of global best practices led by Evolved along with Jajabor?ÇÖs deep-rooted hyper-local strategic insights to deliver a market-first communications collective to India?ÇÖs 571 Bn+ digital media market. The new entity will be based out of India & Melbourne with creative teams spread across Singapore, Malaysia, and Indonesia. This collaboration signifies more than just a partnership; it's a strategic response to the evolving communication needs of Indian brands. AD VITAM will not only draw on global best practices but will also weave in hyper-local insights, ensuring that brands resonate authentically with the diverse and discerning Indian audience.It is India?ÇÖs first transmedia storytelling alliance that will help brands ideate, conceptualize, design, and execute cohesive stories that work across multiple media platforms. The entity will operate at the intersection of integrated communication, motion graphics, presentation design, and video production. Steve Wylie, Founder of Evolved Group, added, "Indian companies are making a mark in the global arena. We believe that in the coming years, they will be dominating. Our partnership with Jajabor Brand Consultancy is a strategic move to not just meet but exceed the expectations of Indian brands that are growing at a rapid scale. AD VITAM will be a fusion of creativity and strategy, offering a unique blend of global sophistication and local authenticity.?Ç¥"India is a tapestry of stories waiting to be told, and with AD VITAM, we aim to be the storytellers who understand the nuances of this market. The confluence of global best practices with hyper-local insights is the key to unlocking the full potential of brands in India," said Upasna Dash, Founder & Chief Executive Officer at Jajabor Brand Consultancy.AD VITAM is poised to usher in a new era of brand communication in India, where visual storytelling is not just a necessity but an art form. By combining the strengths of Jajabor Brand Consultancy and Evolved Group, AD VITAM promises to be the catalyst that transforms brands into compelling narratives that resonate across the diverse tapestry of the Indian market.Since its inception in 2017, Jajabor Brand Consultancy (JBC) has operated at the intersection of new-age PR, integrated communication, and digital & new media to deliver business impact for brands by using the power of storytelling. 

Infinity Advertising Services, a leading integrated advertising and communication organisation, has appointed Satyendra Mallik as its new Chief Executive Officer. Mallik is an industry veteran, with over two decades of experience and a proven track record of driving organizational growth and transformation across various sectors.Infinity Advertising is among India's leading communication agencies renowned for its creativity and strategic prowess. With over two and a half decades in the industry, Infinity has built a strong reputation as a trusted partner to both government and corporate clients.Mallik's appointment heralds a new chapter for Infinity, determined to expand its global reach by fostering strategic international partnerships. His vision is set to propel Infinity to new heights of success, creating exciting opportunities and value addition for clients, partners and stakeholders alike."We are thrilled to welcome Satyendra Mallik in Infinity family," said Ajay Adlakha, Managing Director, Infinity. "His exceptional leadership skills, coupled with his extensive experience across various industries, make him the ideal to lead Infinity into its next phase of growth. Mallik's impressive career journey has seen him excel in various sectors spanning across geographies, including consumer electronics, mobile, automobile, IT/ITES and consumer product. His deep understanding of Market, Consumer behavior, Business Processes and technology have earned him a reputation as a champion in enhancing organizational effectiveness and efficiency both at topline and bottomline level.Previously, he has served in leadership capacities at several distinguished organizations, including Eastmen Auto & Power Ltd, Intex, Trident Group, Hero Group, and Salora, among others.Mallik said: "I am filled with gratitude to assume the role of CEO at Infinity, and I am excited about the opportunity to steer such a dynamic and forward-thinking organization." He continued, "With this ambitious team, I am sure that we will realize our ambitious objectives and persist in delivering unparalleled value to our esteemed clients."With a keen focus on exploring new horizons, Infinity is fully committed to its latest venture, Content Foundry, a state of art having capability to churn out high-quality podcast, video and static content in no time. Content Foundry represents the vanguard of the Infinity's next generation, fueled by youthful energy. Satyendra Mallik, with his wealth of experience, stands poised to propel Content Foundry to unprecedented heights.

Bloomingdale Public Relations Pte. Ltd., a leading communications firm renowned for its innovative strategies and impactful campaigns, has been appointed the PR agency in select Asia markets for Crunchyroll, the ultimate home for anime worldwide.  Based in India, Bloomingdale will be responsible for strategic planning and coordination of Crunchyroll?ÇÖs regional PR efforts in India, Singapore, Indonesia, and the Philippines. The scope of work includes strategic planning, client liaison, account management, media relations, and press office management, among others. In Southeast Asia, Bloomingdale will be supported by Eastwest Public Relations for local strategic counsel in Singapore, Indonesia, and the Philippines. Based in Singapore, Eastwest PR will be responsible for landing high-impact earned media stories for Crunchyroll in all three markets and building the corporate reputation of Crunchyroll as the premiere destination for anime.  Anime continues to rise in popularity and has become a cultural force ?Çô across all demographics and audiences. According to the latest Anime Industry Report by the Association of Japanese Animators, the global anime market grew by a staggering 106.8 percent in 2022, hitting a record 2.9 trillion yen (around US$19.1 billion), driven mainly by the international market outside of Japan.  Championing the art and culture of anime, Crunchyroll boasts a passionate global community of anime fans. To provide an immersive anime experience to all fans, Crunchyroll provides anime content streaming service and several other anime-related offerings such as theatricals, e-commerce and merchandise, music, manga, events, gaming, and experiential.  The timely appointment of Bloomingdale and Eastwest PR will further drive brand awareness and accelerate user growth for the platform across the region. "We are excited to embark on this journey with Bloomingdale PR and Eastwest PR as our trusted partners in India and Southeast Asia. With their strategic counsel and expertise in media relations, we are confident in our ability to further establish Crunchyroll as the ultimate destination for anime enthusiasts in the region?Ç¥ added Akshat Sahu, Director of Marketing - APAC, Crunchyroll. Diana Fernandes, Founder and CEO of Bloomingdale PR, expressed her excitement about the partnership, stating, "We are honoured to be entrusted with the PR mandate for Crunchyroll across Southeast Asia. The anime community is vibrant and growing quickly across South East Asia. We are committed to leveraging our expertise and creativity to elevate Crunchyroll's brand presence and engage with fans across the region." Naveen K, Partner at Eastwest PR, commented, "Millennials like us grew up watching anime as a hobby. Today, Gen Z has embraced the category as a beloved form of mainstream entertainment. There is perhaps no better household brand than Crunchyroll when it comes to anime, and we are excited to partner with the company to deliver impactful campaigns that resonate with audiences of all demographics.?Ç¥ As Bloomingdale PR continues to foster strategic partnerships and drive impactful campaigns across India and Southeast Asia, the agency remains dedicated to delivering excellence and driving success for its clients.

MSL, a leading global public relations and integrated communications agency, has appointed Sahil Chopra as the Chief Operating Officer (COO) for Publicis Consultants Asia (PCA). In his new role, Chopra will bring his extensive expertise and leadership to drive strategic guidance and oversee the delivery of core services to client organisations operating in the entertainment, consumer, and technology sectors across the Asia-Pacific region.Prior to joining MSL, Chopra served as the Vice President for Marketing and Communications at Stanza Living, where he played a pivotal role in developing and executing comprehensive marketing strategies. With a rich background in both brand and agency environments, Chopra has provided strategic counsel to numerous global corporations on effective communication, social media, and purchase consideration strategies.Throughout his career, Chopra has demonstrated a keen ability to design and implement end-to-end consumer and influencer immersion programmes for prominent corporations such as General Motors, Ford, Sony Sports, Ola, LaLiga, and Red Bull, among others. His track record of success underscores his commitment to driving impactful communication initiatives that resonate with target audiences and drive business results.

Deepanshi Tandon has announced her promotion to Director at Edelman Middle East (ME). This elevation comes as a testament to Tandon's dedication, expertise, and unwavering commitment to excellence in her field.Tandon's journey with Edelman ME began just over a year ago when she made the strategic decision to transition from her role as a Brand Director to join the dynamic team at Edelman. Despite initially stepping into the role of Associate Director, Tandon's determination and passion for her work propelled her forward, leading to this well-deserved promotion.Reflecting on her career progression, Tandon shared, "Nothing matters in the long run?Çöone?ÇÖs work speaks for itself." Her belief in the power of hard work and continuous learning has been evident throughout her tenure at Edelman ME. Embracing the challenge of navigating a new market, Tandon seized the opportunity to expand her expertise and unlock the potential of the Middle East region.With a global mindset and a knack for thriving in cross-cultural environments, Tandon finds inspiration in the diverse perspectives and styles brought forth by colleagues from various nationalities. This rich tapestry of experiences enhances her ability to deliver exceptional results for Edelman's roster of clients.As she steps into her new role as Director, Tandon is poised to lead with vision and drive, leveraging her wealth of experience and expertise to propel Edelman ME to new heights. With an exciting future ahead, Tandon looks forward to continuing her journey of professional growth and making impactful contributions to Edelman's success.

 SGA PR, one of the fastest growing consultancies in India to offer new-age business-oriented communications services, has announced a partnership with The Sleep Company (TSC), a leading Comfort-tech brand thereby further strengthening the former?ÇÖs position in the D2C brand communications space. SGA PR will be a strategic partner for TSC, managing all aspects of their communications strategy as it steers the brand through their next phase of big leap growth. TSC, is one of the fastest growing comfort-tech companies that aims to provide innovative sleeping and sitting solutions, thereby disrupting the D2C market with its science backed range of product portfolio. SGA PR has now created a distinction as being one of the few consultancies in the country that offers ?ÇÿGo-To- Market?ÇÖ communications solution for a wide range of companies across traditional and new economy sectors like D2C, FinTech, HealthTech, B2B Saas, Web 3.0 and Blockchain among others. ?Ç£We are thrilled to welcome The Sleep Company into the SGA PR family,?Ç¥ says Rahul Jain, Partner & Jt. CEO, SGA PR. ?Ç£TSC's dedication to provide world class comfort-tech solutions and their commitment to growth aligns perfectly with our expertise in crafting innovative, creative and engaging communication strategies for consumers. SGA PR understands the unique challenges and opportunities faced by D2C brands and we leverage our knowledge to create bespoke communications programs that resonate with target audiences.?Ç¥ India's D2C market is experiencing exponential growth and is projected to reach a staggering $100 billion by 2025. This surge positions India as the world's third-largest online shopping base, fueled by a tech-savvy population and a growing desire for convenience. TSC, an example of this D2C boom, is well-poised to become one of India?ÇÖs most preferred consumer brands. Ripal Chopda, CMO of The Sleep Company, expressed enthusiasm saying ?Ç£SGA PR impressed us with their strategic thinking and creative consumer-focused approach. We believe they are the ideal partner to help us communicate our exciting next chapter of growth and solidify our position as a leading comfort-tech brand.?Ç¥

A fortnight ago, we interviewed Marie Claire Maalouf, the CCO of Edelman EMEA, who shared with us about her journey with Edelman, an award-winning global public relations consultancy firm, well-recognized globallyIn the years 2022 and 2023, her contributions led to the acquisition of over 100 awards, including prestigious accolades like the D&AD Yellow Pencil, one of the two Cannes Lions Grand Prix, and the sole Grand Lia in Health for the MENA region. Her portfolio is recognized by esteemed platforms such as The One Show, Cannes Lions, D&AD, and many more.Marie-Claire's influence goes beyond her professional endeavours; she has also served as a juror for prominent award shows like Cannes Lions, New York Festival, and D&AD. In an exclusive interview with Adgully Middle East, Marie Claire Maalouf, CCO of Edelman, explores her creative journey, her pivotal role at Edelman, and the unique opportunities and challenges encountered within the MEA creative sphere, where tradition intertwines with innovation to pave the way forward.Can you share with us your journey in the creative industry, particularly how you transitioned into your role as Chief Creative Officer at Edelman?Since day one, it has been a rollercoaster of embracing change, pushing boundaries, and constantly seeking out opportunities to make a real impact, to produce creative work that not only stands out but also stands for something. That?ÇÖs why I see my transition from advertising to CCO at Edelman as a natural next step in my journey. It came from my broader understanding of the world of communication and a desire to leverage creativity beyond advertising, into realms where strategies intersect with public relations, digital innovation, and the ever-evolving media landscape. It doesn?ÇÖt hurt when you truly believe in what Edelman does at the core: harnessing creativity to build trust?Çötrust between brands and their audiences, between institutions and the public?Çötrust that begets action, and action that begets trust, and so on and on...What unique challenges and opportunities do you encounter working in the creative field within the MEA region, considering its cultural diversity and rapidly evolving market?The cultural diversity here is not just a backdrop; it's the main act. It?ÇÖs both the challenge and the opportunity. But if I had to pinpoint one specific challenge, it would be not falling into the trap of catering to everyone at the same time for the sake of inclusivity or out of fear of alienation. This is when we lose all the flavour and nuances and end up talking to no one. Once we overcome that challenge, opportunities present themselves. Just dive deep into the diversity, respect it, learn from it, and use it to create work where different cultures overlap, making work that bridges gaps, builds trust, and fosters connections. Once you?ÇÖre at that level, you?ÇÖre no longer just speaking to the MEA; you?ÇÖre speaking for it, championing ideas that matter, that provoke thought, and, ultimately, drive change.How do you approach integrating traditional cultural elements into modern creative campaigns, especially in a region like the MEA where tradition holds significant importance?Tradition holds significant importance in the MEA region, but so does innovation. I?ÇÖd say that one of the oldest traditions in the region is to keep moving forward. Tradition and modernity aren't mutually exclusive in creative work. I?ÇÖd argue that the more understanding of the culture the work has, the more relevant and creative it can be. It is about striking a balance, diving deep into cultural stories, symbols, and values that resonate, then twisting them with contemporary insights or technologies to create something fresh yet familiar. The trick is not just to decorate with tradition but to embed it into the work, making it relevant to today?ÇÖs audience.As a creative leader, you have contributed substantially in bringing the most coveted awards of the industry to the MENA region. In 2022/2023, you have helped win more than 100 awards. Could you highlight some of the most memorable campaigns you've worked on, and what made them successful in the context of the region?I?ÇÖd start with the "Despair No More," which is rooted in the culture and the language. While we as a society were moving away from the stigmatization of menopause, the language was lacking, which hindered our progress as a society. So, we took it upon us to change the name of menopause in Arabic from the derogatory term ?Ç£Age of Despair?Ç¥ to ?Ç£Age of Renewal?Ç¥.And then there is the work we?ÇÖve done for Annahar, the bold and brave Lebanese newspaper, which was contextual in its nature. Every single piece was a reaction from Annahar to a current relevant situation, a will to take a stand and challenge the status quo.In a constantly changing media landscape, what strategies do you employ to ensure your creative work remains innovative and relevant to your target audience?We simply listen. We listen to our audience and then we involve them in the work. We don?ÇÖt talk at them; we work with them. A good example of that would be our GenZ lab that we have recently initiated in KSA for the region.What role do you believe storytelling plays in effective communication, particularly when it comes to connecting with audiences in the Middle East?Human beings are storytellers or seekers by nature. From the first cave drawings to the latest meme someone is posting at the moment you?ÇÖre reading this, there is a story, a will to tell and share a story. But to truly connect with our audiences today, we have to learn when to be the storytellers and when to set the ground for people to tell their story or even ours. Today, brands do not have 100% control over their own story. Anyone with an internet connection can contribute to that story and even take it to a different place. This is where trust and action become important. If we act on the stories we?ÇÖre telling, our audiences will trust it, act on it, and continue to tell it.You have been working for many social causes as well as helping women all around. What are your views about women's empowerment in the Middle Eastern region? What does the future look like?The region is steadily catching up with the rest of the world in that regard; we?ÇÖre not where we want to be yet, but at least we?ÇÖre moving. Even on a global level, we?ÇÖre still far from an ideal situation. We?ÇÖve had our waves of 'first female X'... The future would be a place where we are no longer celebrating firsts, no longer having to prove our worth but are recognized for who we are and what we bring to the table. Empowerment today means action; what was enough five years ago is now the bare minimum. Now, there is progress and momentum is building up, and by looking at the younger generations, it seems we?ÇÖre heading in the right direction; so now is the time to work harder. We can't just coast to where we want to be.

The world of Public Relations (PR) is undergoing a rapid transformation. While the core principles of building brand reputation and managing communication remain, the job description and skillset required for success are evolving at an even faster pace.The PR Crossroads: Specialization vs. DiversificationThis dynamic landscape presents PR professionals with a crucial question: Should they specialize in a specific niche or become a multi-skilled professional adept at juggling various PR disciplines?This upcoming panel discussion, titled "The Evolving PR Professional: Niche Expertise or Multi-Skilled Mastermind?", will delve into this critical topic. Join us for a thought-provoking conversation that explores:The rewards and risks of niche specialization vs. a diversified skillset.The impact of these choices on career growth and leadership opportunities.How the PR profession's trajectory will be shaped by the dominant approach.Industry leaders share insights.The discussion will be led by Mou Chakravorty, Associate Director, Marketing, Brand & Communications at Deloitte India, and feature a distinguished panel of PR experts:Minari Shah, Director, International (APAC, EU, LATAM) ?Çô Owned Content & Channels at AmazonPriya Bendre, Assistant General Manager - Corporate Communication at Fortis HealthcareSonali Sokhal, Founder of Intelliquo PRThe event provides an ideal platform to gain valuable insights into the future of PR.Date & Time: Saturday, April 27, 2024, 12:00 PM - 1:00 PM ISTIndustry Partner: CommsAddaContent Curators: Tarunjeet Rattan, Sonali Sokhal, Pooja Trehan

POCO India has appointed Nitin Yadav as their lead PR. POCO announced the new leadership on their LinkedIn handle, stating, ?Ç£Welcome onboard, Nitin Yadav. Wishing you a fantastic and fulfilling journey with POCO India! We hope that together, we'll reach even greater heights!?Ç¥Specializing in crisis communications, CSR, and sales services, and a scholar of Amity University, Nitin brings 12 years of experience in PR and corporate communications. He has achieved multiple accolades and milestones in his former roles with Avian WE, OPPO, Huawei, Vivo, Bite SKATEBOARD MEDIA, and others. We look forward to reaching new heights and thriving under his leadership.Prior to this, he worked with Avian WE as an Account Director and also served as Lead PR for OPPO.

The PRCA MENA Awards 2024 ceremony took place last night at Taj Hotel at business bay in Dubai, celebrating winners across 34 categories.Instinctif Partners MENA was honored with the prestigious title of Large Consultancy of the Year, underscoring their sustained impact and commitment to excellence. Current Global was crowned Small Consultancy of the Year, while Gambit Communications clinched the Medium Consultancy award, adding to the diversity and excellence within the regional PR landscape.Additionally, Atteline's Sophie Simpson was recognized as the PR Leader of the Year, acknowledging her exceptional leadership and contributions to the industry.Monika Fourneaux MPRCA, Head of EMEA at PRCA, hailed the evening as a testament to the region's outstanding communications talent. "The PRCA MENA Awards 2024 ceremony showcased the very best in regional communications," she remarked. "With a record-breaking number of entries, the competition was fierce, highlighting the PRCA MENA Awards as the gold standard in our industry. Congratulations to all the winners and finalists!"Reflecting on the event, James Hewes, attending his first PRCA MENA Awards, expressed his admiration for the talent on display. "It's inspiring to witness the calibre of talent and innovation showcased at the PRCA MENA Awards," he remarked. "As we continue to navigate a rapidly evolving communications landscape, these awards serve as a testament to the creativity and dedication driving our industry forward."

Delhi-based PR firm Integrated Centre for Consultancy Pvt. Ltd. (ICCPL) has secured the media and communication strategy management account for Crack Academy.Crack Academy, established in 2007, is an online ed-tech platform dedicated to Civil Services Examination preparation. They empower aspiring IAS officers with high-quality, affordable distance learning solutions. Crack Academy bridges critical learning gaps and offers accessible educational technology. The academy is led by Neeraj Kansal, an entrepreneur with over 20 years of experience building businesses across various sectors.ICCPL expands its client portfolio with this significant win. ICCPL takes abstract concepts and transforms them into captivating brands that resonate deeply with target audiences.

The Indian Communicators Group (ICG) has released its 2024 Salary Survey Report, a comprehensive analysis of salary trends within the communications industry. This report, spearheaded by industry experts Shashank Bharadwaj and Nanda Padmanabhan, marks a significant milestone in addressing the longstanding absence of standardized benchmarks for roles and compensation in the field. The 2024 ICG Salary Survey Report is the culmination of extensive research conducted among approximately 700 in-house communications professionals, representing a diverse range of sectors and industries. Through a combination of qualitative and quantitative methodologies, the survey provides valuable insights into salary ranges, job satisfaction, and gender trends within the industry. Key findings from the report include:  The median salary for in-house communications professionals across experience ranges stands at Rs.35L, with notable disparities between male and female salaries.  Salary satisfaction is closely correlated with income levels, with higher salaries leading to increased job satisfaction.Women in the communications field face challenges related to gender parity, with fewer women in senior roles and a decline in representation as experience levels increase.   While more young women enter the workforce, they are paid significantly less than men at similar experience levels. However, the pay gap narrows at higher experience levels.  The majority of respondents believe agency salaries fall short of in-house salaries for comparable roles.Communication professionals identified language & communication skills, relationship management, and domain expertise as the most crucial skillsets.The 2024 ICG Salary Survey Report not only sheds light on current compensation trends but also serves as a guiding tool for professionals to advocate for fair recognition and compensation within the industry. With a focus on empowering individuals to navigate their career trajectories effectively, this report is a valuable resource for communication professionals seeking to understand and benchmark their worth in the field.

Dominique Rose Van-Winther has decided to leave the Hoffman Agency, where she served as the Asia-Pacific Managing Director since November. Her departure comes six months after taking over from Caroline Hsu, who was promoted to the position of Chief Global Officer within the agency. Caroline Hsu confirmed Van-Winther's decision to pursue her passion in AI and next-generation technology, citing her contributions of energy, fresh ideas, and new perspectives to the tech-focused agency. Hsu will now resume her role as the primary lead for Asia-Pacific while retaining her position as Chief Global Officer. The agency is currently evaluating its options regarding the MD position. Van-Winther, who previously spent over a decade at Weber Shandwick in Asia-Pacific and later ran her consultancy focusing on AI and new technologies, expressed her dedication to the next-gen tech space. She emphasized her focus on deep tech, VC, AI, crypto, and their integration with communications, change management, and training. Reflecting on her time at Hoffman, Van-Winther expressed gratitude for the rewarding experience of working with a dedicated team and a diverse client portfolio. She acknowledged the support and understanding from Caroline and the leadership team as she transitions towards her new direction. Despite Van-Winther's departure, the Hoffman Agency remains committed to its AI initiatives through its global AI council, overseen by Asia-Pacific chief strategist Nicolas Chan.

In the high-octane world of marketing, Public Relations (PR) often plays a vital role. It shapes brand perception, cultivates positive media coverage, and fosters valuable relationships with stakeholders. But unlike flashy ad campaigns or targeted social media blitzes, PR?ÇÖs impact can be subtle yet significant. The challenge? Isolating and measuring its success amidst a symphony of marketing efforts. The third and final part of this series dives into the strategies PR professionals use to quantify their contributions, proving the power of strategic communication in today?ÇÖs dynamic marketing landscape.Read the first two parts here:Why it is tough to bring in standardization in traditional PR metrics?Data-driven approach to PR metrics: Understanding the new dynamics in AI eraJyotsna Dash Nanda, AVP, Corporate Communications, DS Group, feels that isolating the specific impact of PR campaigns within a broader marketing mix can be challenging. However, she adds, several methods can help PR professionals measure their contribution. One approach, according to her, is to utilize marketing mix modeling (MMM), which employs statistical techniques to quantify the independent effect of each marketing channel, including PR, on sales or other key metrics (Farris et al., 2010).?Ç£PR professionals can also track campaign-specific metrics like brand mentions with positive sentiment before, during, and after the campaign to isolate its influence (Kitchen et al., 2017). Additionally, utilizing unique UTM parameters (Urchin Tracking Module) in press releases or social media posts linked to PR efforts allows for tracking website traffic specifically driven by the campaign (Smith, 2020). By employing a combination of these methods, PR professionals can gain a clearer picture of their campaigns' impact within the wider marketing ecosystem,?Ç¥ she says.In an increasingly converging and integrated communication universe, this could be challenging and the metrics do overlap at times, observes Sumathi Chari, Senior Partner & Director, PRHUB. ?Ç£Having said that, public relations (PR) fundamentally revolves around storytelling. It gains traction naturally when shared by impartial voices unconnected to the brand or its campaigns. Therefore, the extent to which we can cultivate and attract attention through compelling narratives will consistently serve as a pivotal and unique metric for evaluation,?Ç¥ she says.First and foremost, says Siddhartha Mukherjee, Founder of Brand Balance, PR is not limited to supporting the CMO and the marketing team of the organisation alone. According to him, its capability and the real scope of work are much larger and more complex. In fact, he adds, the actual capability of what PR is meant to do gets amplified when PR works with the CEO and all other CXOs. Hence, PR does not just work for the marketing of products or services of a brand alone, but also the employer brand, investor brand, vendor and partner brand, government brand, and so on.?Ç£Talking specifically about measurement in marketing campaigns, it is first important to understand PR?ÇÖs amazing potential to strengthen the marketing campaigns across the pre, during, and post phases. In fact, if one studies the data of various marketing campaigns across industries, it will be observed that very few have made judicious use of PR in all three phases across pre, during, and post. In most of the cases, PR?ÇÖs recall by the marketing team has been at the 11th hour, and therefore, its intervention got restricted to ?Çÿduring?ÇÖ or the ?Çÿlaunch?ÇÖ or ?Çÿannouncement?ÇÖ phase only. If PR is leveraged properly with scientific ERPs - efforts, resources, and processes, its measurement will reveal amazing results in the outcome stage of the measurement framework. Paid and earned stimuli can be separately linked with the strengthening of brand recall and engagement scores,?Ç¥ Mukherjee explains.Beyond ROI: Exploring Vital Metrics in MeasurementIn the realm of PR, measuring success extends far beyond the traditional confines of Return on Investment (ROI). While ROI serves as a crucial indicator of financial performance, it often fails to capture the full spectrum of PR?ÇÖs impact on brand reputation, audience engagement, and overall organisational goals. In the multifaceted landscape of PR metrics, it is important dive into alternative benchmarks that hold equal significance in assessing campaign efficacy. By understanding the importance of these metrics, PR professionals can craft more comprehensive strategies and demonstrate the true value of their efforts to stakeholders.While ROI remains a key performance indicator, PR success extends beyond the bottom line, says Jyotsna Dash Nanda. ?Ç£Measuring media reach, sentiment analysis, social engagement, and website traffic paint a more comprehensive picture. These metrics reveal brand visibility, audience perception, and the impact of PR efforts on business objectives.?Ç¥According to Tarunjeet Rattan, Managing Partner, Nucleus PR, while measuring success, PR professionals can also add these to the report to add additional layers:Social Media TrafficDigital Platform AnalyticsGoogle AnalyticsWebsite TrafficMarket ResearchOnline Listening Reports?Ç£Each of these metrics serves as an indicator of the reputation the PR team strives to cultivate for the brand. The availability of comprehensive data allows for thorough analysis, empowering the team to leverage insights effectively and demonstrate the tangible impact of PR efforts. However, challenges arise when data is scarce or inaccessible, compounded by limited resources for investing in necessary tools. In such scenarios, the team may find themselves reliant solely on media coverage to justify their presence and contributions, highlighting the critical importance of accessible data and adequate support for achieving ROI goals,?Ç¥ says Rattan.Like other forms of communication, PR too, can never lay its claim on ROI (transaction), says Siddhartha Mukherjee.?Ç£However, it can and should claim its stake in ROO (Returns of Objective); in other words, measurement data that showcase change of thinking within target audiences. To achieve ROO as the outcome, the entire PR Measurement framework - INPUT-OUTPUT-OUTCOME - needs to be strengthened and leveraged very efficiently. Each block of Input, Output, and Outcome will need to have an intricate series of metrics. To sprinkle a few:PR Input should work towards balancing and target setting metrics such as reach, frequency, sustenance, emotion, multimedia, etc.Preference for monthly as against quarterly planning cycle.Junking the AVE cancer.To evaluate the visibility quotient, preference for holistic index scores as against count of articles or space...and so on,?Ç¥ Mukherjee explains.

PRable Global, one of India?ÇÖs new-age PR agencies, has been awarded strategic communications and PR mandate from BOOTES, India's first net-zero company working towards Modi's ambitious vision of achieving net zero by 2070. The partnership is founded on a shared vision for technological innovation and sustainability. In this new collaboration, PRable Global will implement comprehensive strategies to enhance BOOTES positioning as a forefront leader in the NetZero construction-tech industry.  India?ÇÖs first Net-Zero company, BOOTES, is synonymous with innovation in India's construction landscape, spearheading a paradigm shift towards sustainable Net-Zero infrastructure. The company is committed to revolutionizing the industry, one eco-friendly project at a time. In their quest for a greener, healthier Bharat, BOOTES is not just building structures but rather crafting a sustainable legacy. The company's vision transcends traditional construction norms. As architects of change, they envision a future powered by 100% on-site energy generation, thereby reducing carbon footprints and operational costs. Their projects, like the Net-Zero Jhansi Library, Shrimad Bhagwat Geeta Museum, Haryana, Pradhan Mantri Sangralahaya, Delhi, 354 Hudson Street, New York, World Expo India Pavilion, Dubai, etc., spanning the length and breadth of India, echo their unwavering commitment to PM Modi?ÇÖs vision of a Net-Zero nation by 2070. Deepak Rai, Managing Director BOOTES, said: ?Ç£We are delighted to have PRable Global as our strategic communications partner because of their strong capabilities across verticals. I am confident that our partnership will lead to increased awareness and appreciation of our brand presence.".   Aman Singh Madaan, Founder at PRable Global, said: ?Ç£BOOTES is a revolutionary company that is helping achieve India?ÇÖs net-zero goals. We are excited to partner with them for PR. We believe that with our impactful tools and approach to media relations, we can showcase BOOTES?ÇÖs ethos that is rooted in Aatmanirbhar Bharat.?Ç¥  PRable Global will take on a pivotal role in positioning BOOTES' as a market leader. With a history of successful collaborations with renowned brands like MG Motor, SEPC by the Ministry of Commerce and Industry, Big Boy Toyz, Intellect Design, Landmark, Muffin, Netmeds, Adrenaline e-Systems, Lectrix EV, Ankur Suman, and more, PRable Global brings a wealth of experience to further amplify BOOTES market presence.

Carlsberg, the iconic beer brand, has named Hope&Glory its new global PR and influencer marketing agency following a competitive selection process.The agency will be responsible for developing and executing strategic communication plans for Carlsberg's brand on a global scale, with a focus on the upcoming launch of a new creative platform and brand positioning: "Do the best things begin with curiosity? Probably." This tagline reflects Carlsberg's commitment to sparking consumer interest and engagement.Previously, Carlsberg's brand and corporate PR were handled by Golin, but the partnership ended in late 2023. This appointment comes alongside the recent selection of Richmond & Towers to manage PR and social media for Carlsberg's Brooklyn Brewery brand.Lynsey Woods, Carlsberg's Global Brand Director, expressed her enthusiasm about the new partnership: "We were impressed by Hope&Glory's capabilities, creativity, and ability to deliver exceptional results across both global and UK markets. We're confident they'll help us share captivating stories that bring joy to our consumers, and we're eager to see how they elevate our brand in the coming years."Dominique Daly, who will lead the Carlsberg account at Hope&Glory, echoed the excitement: "Carlsberg is the most iconic brand in its category. Probably. So, we jumped at the opportunity to bring a new platform of curiosity to life for today?ÇÖs consumers, helping them not just fall in love with the brand but also understand the richness of its brand story."Carlsberg joins a roster of clients who rely on Hope&Glory as their central creative hub, including major brands like Polestar (automotive), Pepsi, The Pokemon Company International, and adidas.

Weber Shandwick has announced key leadership changes to strengthen its crisis, issues, and risk management offerings across the Europe, Middle East, and Africa (EMEA) region.As part of this, Barnaby Fry (pictured) has joined as Head of Crisis and Issues, EMEA. Fry brings over 20 years of experience in crisis communications, having previously served as a director at Hogarth Partnership and MHP Communications.He will focus on expanding Weber Shandwick's crisis and issues capabilities across EMEA, leveraging his expertise in crisis preparation, mitigation, and response.Rod Clayton Transitions to Head of Risk and Advisory, EMEA. Clayton, a Weber Shandwick veteran of 28 years, will take on a newly created role focused on advising senior executives and boards.He will help clients identify, manage, and communicate about operational challenges and potential reputational risks.Together, Fry and Clayton's leadership, alongside Weber Shandwick's existing team of crisis and reputation management specialists, positions the firm to address a wide range of challenges faced by clients in the region.These challenges include:Misinformation and disinformationCybersecurity threatsArtificial intelligence (AI) integrationGeopolitical issuesEmployee and labour relationsBrand safetyGovernment and regulatory affairsBusiness operationsLitigationOrganisational changeBusiness and financial communicationsThis strategic expansion underscores Weber Shandwick's commitment to providing clients with a data-driven and human-led approach to navigating complex crisis situations across the EMEA region and globally.

Part 2 - In today?ÇÖs data-driven world, public relations (PR) professionals are under increasing pressure to demonstrate the true impact of their campaigns. Gone are the days of relying solely on vanity metrics like follower counts and press mentions. Companies are demanding a more holistic understanding of how PR efforts translate into tangible business results. The second part of this series dives into the exciting realm of emerging metrics and frameworks that are revolutionizing PR measurement. Adgully will explore innovative approaches that capture a broader picture of PR?ÇÖs influence, encompassing brand sentiment, audience engagement, and ultimately, driving business objectives. The report will also investigate the potential of Artificial Intelligence (AI) in PR measurement, examining how AI can automate tasks, analyze vast datasets, and unlock deeper insights into campaign effectiveness.Forget just counting clips! The new wave of PR measurement goes beyond vanity metrics to understand the true impact of your story, observes Jyotsna Dash Nanda, AVP, Corporate Communications, DS Group. With a Media Impact Score that considers journalist clout and publication weight, you can ditch the brag sheet and focus on real influence, she adds. According to her, a Relevance Index ensures your message resonates with the right audience, while a Rank Index tracks your climb to the top of search results.?Ç£Engagement metrics show you how your audience is interacting, and Share of Narrative analysis reveals if your brand's story is cutting through the noise. PR measurement should focus on user engagement (clicks, shares, comments), website traffic conversion (sales, sign-ups) driven by PR efforts, and social listening to gauge brand sentiment and identify brand advocates. This data-driven approach demonstrates the true impact of PR on brand perception, audience engagement, and ultimately, business objectives. In today?ÇÖs media landscape, it is not just about getting mentioned, it is about getting heard,?Ç¥ says Nanda.According to Jyotsna Dash Nanda, some emerging frameworks are:AMEC Framework: A widely used model that goes beyond outputs (media placements) to consider outcomes (changes in awareness, perception) and impacts (on business goals).PESO Model: A strategic framework classifying media channels (Paid, Earned, Shared, Owned) to understand how different elements work together to achieve PR goals.RACE Framework: A results-oriented approach focusing on Reach, Act, Convert, and Engage to measure the user journey influenced by PR efforts.She adds that these metrics and frameworks offer a more comprehensive understanding of PR?ÇÖs effectiveness by prioritizing quality over quantity. ?Ç£They go beyond simply counting media mentions to analyse the influence and relevance of the coverage. Additionally, these methods connect PR efforts directly to business goals by tracking website traffic, lead generation, and ultimately, sales. This data-driven approach also provides valuable insights into audience behaviour, revealing how audiences engage with PR content.?Ç¥Traditional PR metrics, such as AVE, measuring media articles, brand mentions, or now even ?Ç£potential reach?Ç¥ and ?Ç£impressions?Ç¥ in isolation, do not define the actual audience reached or provide any subsequent internal engagement with your organisation, remarks Anup Sharma, Independent PR & Strategic Communications Consultant.He feels that focusing solely on media measurement provides an incomplete picture. Similarly, he adds, brand awareness cannot be seen as a metric for measuring a PR campaign as it should be viewed as an outcome of effective PR and marketing campaigns.According to him, most media monitoring tools do not integrate traditional media monitoring and social media monitoring, or do a poor job of integration. However, he adds, new platforms can now perform both functions well and integrate different data streams from traditional media, social media, as well as internal communications into a single dashboard.?Ç£Engagement metrics tell how the earned content resonates with the target audience and while calculating the same, it's important to also take sentiment analysis into account. With the right success measurements, organisations can refine communication strategies and show exactly how much the PR effort contributes to overall brand success. PR and communication professionals need to take a look at the bigger picture and use other metrics such as brand equity, brand engagement, and brand sentiment to better understand the impact of their brand in the market. In order to truly measure success, it is important to track organisational outcomes such as sales, customer retention, brand loyalty, and market share. These metrics will give you a more complete picture of brand performance. The blurring line between paid and earned media creates the issue of credibility and trust in communication. Now, with the work scope of a Public Relations consultancy growing beyond just media management relations, not every aspect of communication outreach being managed by the PR firm can be quantitatively measured,?Ç¥ says Anup Sharma.Digital PR metrics such as website domain authority, traffic to website and SEO ranking are now well-established metrics and are almost a must in PR measurement, points out Sumathi Chari, Senior Partner & Director, PRHUB. The advantage, according to her, is that they are more tangible compared to traditional metrics and are easier to align to desired business outcomes.She feels that an ?Ç£integrated measurement?Ç¥ framework is critical in the future to assess the holistic impact a PR campaign has on the brand and business, one that measures across traditional, digital and social media amplification, that measures both quantitative metrics such as reach and impressions combined with qualitative parameters such as the messaging, tonality, engagement, reach to the right TG, alignment of content to TG, among others.Finally, says Chari, these metrics need to be brought together and analyzed comprehensively. ?Ç£This analysis aims to extract key insights and define the campaign?ÇÖs impact on the organisation/ brand in three key areas. The deeper we delve, the more effective we will be in defining the RoI and the impact of the PR campaign on the brand,?Ç¥ she adds.According to Siddhartha Mukherjee, Founder of Brand Balance, there are more than five unique advantages of PR measurement. However, for this, the measurement framework needs to be designed, executed, and sustained scientifically.?Ç£The measurement framework is a reflection of the way the human brain functions! Over the years, globally, various nomenclatures have been used to visualize a framework, such as - INPUT-OUTPUT-OUTCOME or EXPOSURE-ENGAGEMENT-CONVERSION. In fact, AMEC (the International Association of Measurement & Evaluation of Communication) has detailed it further as INPUT-OUTPUT-OUTTAKES-OUTCOME-IMPACT. AMEC is making a lot of effort globally to simplify the subject of PR measurement and ensure that it is well-embedded in PR Industries across countries around the world,?Ç¥ he adds.AI and measurementWill AI play a key role in measuring in the days to come?Yes, AI will play a huge role, and we are hoping for the best, especially in PR measurement, says Tarunjeet Rattan, Managing Partner, Nucleus PR.?Ç£One promising emerging metric that offers a more holistic view of PR?ÇÖs impact on business objectives is overlaying the PR timeline with the sales graph. This combined view can resonate with both CFOs (Chief Financial Officers) and CMOs (Chief Marketing Officers). This done consistently over a period of 4-5 years will start showcasing the impact on each other and has proved to be very effective. Now, the PR graph tracks only the hits (media and non-media) typically. But the more you add to it and start studying the interplay between both tracks, it becomes more clear to both teams on what and how PR is impacting the bottom line. Add a sentiment analysis and a vox pop feedback with key stakeholders to this mix and you have an impressive ROI document. While you create this, remember this is an annual document and not a monthly or quarterly one either. We have done this effectively for brands we work with and it was very well received,?Ç¥ Rattan explains.According to Siddhartha Mukherjee, AI and tech-enabled interventions have amazing potential to upgrade the PR and measurement machinery of an organisation from a cost center to a revenue center. ?Ç£It can contribute immensely across the PR framework, especially PR INPUT. This first block of the measurement framework itself has around seven different cogs such as listening, benchmarking, target setting, content bank, etc. Technology can bring in a lot of ease and preparedness,?Ç¥ he adds.Jyotsna Dash Nanda is certain that AI will likely be key in future PR measurement. AI can analyse vast amounts of data to identify sentiment, track brand advocacy, and measure the influence of earned media, providing a more comprehensive picture of PR?ÇÖs impact.Anup Sharma suggests that in order to continue to stay relevant, PR firms will need to rely on big data and artificial intelligence not only for predicting audience interests, but also to move the needle towards credible engagement. PR can gain greater respect and credibility by using realistic metrics that produce credible data and that are tied to business outcomes.(Tomorrow, Part 3 of this series will cover how PR professionals can isolate and measure the specific impact of their campaigns amidst a mix of marketing activities, as well as other valuable metrics that PR professionals should consider when measuring success.)

LG Electronics, one of the leading consumer durable brands in India, has selected Avian WE as its external communications partner in India. Avian WE will spearhead comprehensive communication strategies aimed at elevating awareness of LG's corporate initiatives, including its technological prowess, corporate social responsibility (CSR) endeavors, and employer branding efforts. Through multi-channel communication, Avian WE will showcase LG's commitment to innovation, sustainability, and community engagement, further solidifying its position as a leader in the market.Commenting on the appointment, Jae Hyung Jun, Head Corporate Marketing at LG Electronics India, emphasized the brand's enduring commitment and vision for the Indian market. He stated, ?Ç£At LG, our presence in India goes beyond delivering exceptional technology products; we believe in communicating and demonstrating the power of optimism as a way to make life better for our customers around the world. We are excited to collaborate with Avian WE to amplify our narrative reflecting our steadfast dedication to innovation and customer-centricity and also conveying the message Life?ÇÖs Good to customers, inspiring and encouraging them to approach life with an optimistic attitude.?Ç¥Talking about the selection process, he added, ?Ç£The competition among the chosen agencies was fierce, but Avian WE's alignment with LG's core values and vision ultimately tipped the scales in their favour. We look forward to partnering with Avian WE to craft a tailored strategy that will resonate with our target audience and propel us towards achieving our objectives in India.?Ç¥Commenting on the partnership, Neha Mehrotra, Managing Director of Avian WE, said, ?Ç£We are excited to partner with LG and expand Avian WE's technology portfolio through creative thinking and inventive collaboration. LG, a global leader in consumer technology products, is dedicated to enhancing lives through innovation. We're committed to leveraging our expertise for impactful storytelling, ensuring LG's message resonates across all platforms.?Ç¥Avian WE?ÇÖs appointment is the result of a rigorous selection process, which included evaluating various capabilities and expertise of leading PR firms in India.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive column ?Çô PR Conversation ?Çô Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Himani Rautela, Deputy General Manager - Communications Lead at Redington Ltd, speaks about the importance of authenticity and differentiation in positioning companies in competitive markets, drawing up effective crisis communication strategies, integrating traditional media outreach with digital marketing strategies, and more.Could you share more about your role as Communications Lead at Redington? How do your responsibilities align with the company?ÇÖs business objectives?As the Communications Lead at Redington, my primary responsibility is to develop and execute comprehensive communication strategies that align with the company?ÇÖs overarching business objectives. This involves crafting messaging that effectively communicates Redington?ÇÖs value proposition to various stakeholders. By fostering relationships with key stakeholders, I ensure that Redington maintains an impactful presence in the market, ultimately contributing to the company?ÇÖs growth and reputation.With your extensive experience in media outreach and strategic brand building, what are some key insights that you?ÇÖve gained about effectively positioning companies in competitive markets?One key insight that I have gained is the importance of authenticity and differentiation in positioning companies in competitive markets. It is essential to identify and articulate what sets a company apart and to communicate that distinctiveness consistently across all touchpoints. Additionally, building strong relationships can significantly amplify a company?ÇÖs messaging and enhance its credibility in the market. By continuously monitoring market trends and consumer behaviour, we can adapt our positioning strategies to remain relevant and compelling in an ever-changing landscape.Leveraging my extensive experience as a seasoned communication professional, specializing in media outreach and strategic brand development, I have navigated the complexities of positioning companies across a diverse spectrum. From startups and consulting firms to NGOs and established brands, within fiercely competitive markets, I have honed invaluable insights that are integral to success in today?ÇÖs business landscapes.How do you approach crisis communication? Could you share a notable experience where your strategies helped navigate a challenging situation successfully?Effective crisis communication is essential, demanding a proactive and transparent stance. When confronted with a crisis, my foremost objective is swift assessment, gathering precise data, and formulating a coherent response strategy. Central to this approach are transparency and candor, alongside ensuring open channels of communication with all stakeholders. A notable instance showcasing our adept crisis communication occurred during a specific incident (for confidentiality reasons, brand names cannot be disclosed). Through prompt acknowledgment of the issue, consistent updates, and proactive solution offerings, we successfully managed to alleviate the situation.How do you integrate traditional media outreach with digital marketing strategies to create a cohesive communication narrative for brands?Integrating traditional media outreach with digital marketing strategies is essential for creating a cohesive communication narrative that reaches diverse audiences across multiple channels. We leverage traditional media outlets, such as newspapers, magazines, and broadcast media, to reach a broad audience and establish credibility. Simultaneously, we harness the power of digital platforms, including social media, blogs, and online publications, to engage with target demographics in a more personalized and interactive manner. By aligning our messaging and content across both traditional and digital channels, we create a unified brand experience that resonates with our audience and drives meaningful engagement.You have worked with India Mobile Congress and other digital technology forums. How do you stay updated with industry trends, and how do you incorporate these insights into your communication strategies?Staying updated with industry trends is essential for notifying our communication strategies and maintaining a competitive edge. I actively participate in industry events, such as conferences, seminars, and webinars, to stay abreast of the latest developments and emerging technologies. Additionally, I regularly monitor industry publications, research reports, and social media channels to gather insights and identify potential opportunities. By staying informed and adaptable, we can tailor our communication strategies to anticipate market trends and meet the evolving needs of our stakeholders.Please tell us about your involvement in advising companies on public relations and policy matters, and the impact it had on their overall communication strategies.As a communication professional, I have had the privilege of advising companies on public relations and policy matters to help them navigate complex regulatory environments and enhance their overall communication strategies. By providing strategic counsel and leveraging my expertise in media relations and stakeholder engagement, I have helped companies effectively communicate their positions on key policy issues and build strong relationships with government officials and regulatory bodies. This proactive approach not only enhances their reputation and credibility but also ensures that their communication strategies are aligned with their broader business objectives.Could you share a specific example of a successful media campaign you conceptualized and implemented, highlighting the impact it had on the business's objectives?One notable instance of a highly effective media campaign was a video crafted to pay tribute to the taskforce. Recognizing the paramount importance of igniting excitement and raising awareness about this launch, we orchestrated a comprehensive multi-channel campaign. This initiative seamlessly integrated traditional media outreach with cutting-edge digital marketing strategies.Our approach encompassed securing prominent coverage in leading industry publications and leveraging influencers to amplify the product?ÇÖs visibility across various social media platforms. Furthermore, we curated captivating content, including dynamic videos and compelling infographics, designed to inform and captivate our intended audience.The culmination of our concerted efforts resulted in a significant surge of media interest, garnered acclaim from stakeholders, and solidified our presence within the target market.

In the dynamic world of public relations (PR), measurement has long been a cornerstone for assessing success and guiding strategies. Yet, behind the veil of traditional PR metrics lies a fundamental challenge: the inability to capture the true impact of PR efforts. While metrics like media impressions, social media followers, and website traffic offer numerical snapshots of visibility and reach, they often fall short in revealing the deeper resonance and influence of PR initiatives.Almost half of all PR professionals, according to Muck Rack?ÇÖs ?Çÿ2022 State of PR?ÇÖ report, are looking for ways to measure the impact of their work. This desire is strong across the industry, with 49% of agency professionals and 45% of those on the brand side emphasizing the importance of ?Ç£producing measurable results?Ç¥ to show the value of PR within their organisations.This focus on measurement isn?ÇÖt surprising. Traditionally, PR efforts were judged on less tangible factors like brand awareness or media mentions. However, in today?ÇÖs data-driven world, executives are demanding concrete evidence of PR?ÇÖs contribution to the bottom line. By showcasing metrics like website traffic increases, lead generation, or positive sentiment analysis, PR professionals can demonstrate a direct return on investment (ROI) and secure a stronger seat at the decision-making table. This shift towards data-driven PR allows for more targeted campaigns, budget optimization, and a clearer understanding of what truly resonates with target audiences.Indeed, the landscape of media consumption has undergone a profound transformation, rendering traditional metrics that emphasize reach and ad equivalence of coverage increasingly obsolete. In today?ÇÖs fast-paced and ever-evolving media environment, consumers are no longer passive recipients of information but active participants who consume content on the go and selectively engage with what resonates with them.Traditional metricsSo, what are the limitations of traditional PR metrics? How do they fail to capture the true impact of PR efforts?In this three-part series, Adgully embarks on a journey to unravel the limitations of traditional PR metrics, exploring how they obscure rather than illuminate the real value that PR brings to the table. The attempt is to delve into the nuances of measurement in PR, emerging metrics, the role of AI, etc.There are tangible and intangible elements to every PR campaign, says Tarunjeet Rattan, Managing Partner, Nucleus PR. According to her, a lot of the effort of traditional PR metrics only aims to capture the tangible elements of work done, ignoring all the conversations, effort, and planning put in to arrive at it and completely ignores the other intangible elements.?Ç£While the entire industry worldwide has tried with various degrees of success to measure the tangible impact PR creates and put it in excel sheets, graphs, charts and PPTs, it is like trying to hold on to water. It takes the shape of whichever container it sees and changes shape with the next. Similarly, a matrix that is tweaked to one client will change for the next. There are efforts to bring in standardization in all these methods, but it is a tough job. Something almost always gets left behind. Today, every agency has a different matrix. With the advent of AI, we are hoping to be able to create something more all-encompassing for the tangible results. The intangible ones, however, are a whole different story,?Ç¥ says Rattan.Public Relations is all about how your brand is represented in various outlets as earned media, and PR measurement is the process of measuring the impact of this earned media coverage on your brand, notes Anup Sharma, Independent PR & Strategic Communications Consultant.For all organisations, Sharma reckons, it is essential to understand how best to measure the success of their PR campaigns in order to demonstrate a return on investment. However, he adds, measuring the outcomes is hard as attributing them to PR campaigns is not easy.?Ç£While in the digital world with modern tools, keeping track of who mentions you, where, and how is possible, not all PR impact is directly quantifiable. Also, given the converged nature of communications today, earned content also appears on social media and falls into the blurred zone of earned media coverage or shared or both. There is no one, widely agreed method of measuring earned media value, and the trend of PR measurement as a topic has always been discussed and debated. The AMEC framework is the most widely adopted process for measuring and evaluating communications, as this focuses on capturing all outputs and outtakes, with a particular emphasis on organisational impact,?Ç¥ Sharma explains.Traditional metrics primarily focus on reach and ad equivalence of coverage, says Sumathi Chari, Senior Partner & Director, PRHUB. However, she adds, in today?ÇÖs evolved and continually changing media landscape, this emphasis is irrelevant. Today, readers consume content on the go and choose the content they want to read or engage with.?Ç£At the same time, the scope of PR in a digital, multi-media environment has broadened, and limiting measurement to brand reach or a few other standalone metrics will dilute the larger impact of PR on businesses and organisations,?Ç¥ she adds.?Ç£My observation is that very few within our industry are genuinely practicing and leveraging effective PR measurement,?Ç¥ opines Siddhartha Mukherjee, Founder of Brand Balance, a measurement and data analytics-led corporate brand reputation and ERP management consultancy.He states that the definition and visualization of PR measurement are influenced by our perception of PR. Its construct differs depending on how the top management of organisations perceives and leverages it.?Ç£For some, it is merely seen as a news dispatch or management tool, a perspective prevalent among a significant portion of organisations. However, another category of organisations exists where CEOs, CFOs, CMOs, and CHROs view PR as a strategic tool for brand reputation and valuation management. This disparity in the thought process among the end customers of PR forms the foundation for the current state of PR measurement,?Ç¥ says Mukherjee.The prevailing trend Mukherjee has observed in the measurement templates utilized by both clients and service providers tends to skew towards traditional PR monitoring. According to him, it is imperative for custodians to discern between PR measurement and monitoring. Monitoring, he adds, primarily revolves around conducting daily and monthly assessments to gauge the quantity and quality of media visibility for corporate and product brands, as well as developments within the business ecosystem.?Ç£However, measurement presents a broader and more strategic approach. It focuses on ensuring that every PR effort conceived and executed contributes to enhancing brand and business metrics, ultimately reflecting in Return on Objectives (ROO). This delineates PR measurement as a linear structure encompassing PR INPUT, PR OUTPUT, and PR OUTCOME. Undoubtedly, this framework requires the backing of a meticulously designed framework of ERPs - efforts, resources, and processes - to effectively measure the impact and value of PR initiatives,?Ç¥ adds Mukherjee.Jyotsna Dash Nanda, AVP, Corporate Communications, DS Group, reckons that traditional PR metrics lack insight into the ?Ç£why?Ç¥ behind the ?Ç£what?Ç¥ ?Çô they track results but not resonance. Instead, she adds, they often fixate on vanity metrics that fail to provide a comprehensive narrative.According to her, here?ÇÖs how they fall short, along with some future-oriented approaches:Limitations:Impressions/Reach: These metrics (e.g., number of people who saw a press release) show exposure, but not engagement (Did they read it? Did it resonate?)Example: A press release gets published in a major newspaper, reaching millions. But if the writing is bland or the placement irrelevant, it might have minimal impact.Advertising Value Equivalency (AVE): This assigns a dollar value to media coverage, assuming it's the same as paid advertising. This is widely criticized as inaccurate.Example: A company claims an AVE of $100,000 for a positive article. However, no guarantee paid advertising for that amount would have had the same impact (or any impact at all).Sentiment Analysis (basic): Traditional methods might simply categorize sentiment as positive, negative, or neutral. This misses nuance.Example: An article mentions a company but doesn't explicitly recommend it. Basic sentiment analysis might miss the opportunity to understand the context and potential impact.According to her, it is also important to gauge performance vis-?á-vis competition.(Tomorrow: Part 2 of this report will delve into emerging metrics for a comprehensive understanding of PR?ÇÖs impact and the role of AI in measurement.)

In an exciting career move, Kruttik Parekh bids farewell to PVR INOX and steps into a new role as Corporate Communications Lead at Rebel Foods, the world's largest and fastest-growing internet restaurant company. Parekh expressed his enthusiasm for the transition, highlighting Rebel Foods' diverse portfolio of renowned brands, including Faasos, Behrouz Biryani, and Oven Story Pizza, among others. Notably, Rebel Foods also houses EatSure, India's pioneering digital food court app, adding a unique dimension to its offerings. Recognizing the potential in Parekh, Sagar Kochhar and Neelaabh Pal welcomed him to the Rebel Foods team, setting the stage for an exciting journey ahead. Parekh's move signifies not only a shift in his career trajectory but also underscores Rebel Foods' commitment to innovation and excellence in the culinary landscape.

Authored by Jyotsna Dash Nanda, AVP, Corporate Communications, DS GroupThe ever-shrinking window for effective crisis response demands a paradigm shift in communication strategies. Artificial intelligence (AI) is revolutionizing crisis management with its generative power. Throughout all phases of a crisis, from proactively assessing risks to expediting response and optimizing recovery, AI offers data-driven solutions that can be harnessed for significant improvement.The exploration of AI's application in crisis communication is not only opportune but essential, particularly in an age characterized by increasingly compressed response windows during crises. In the age of information overload, vast amounts of data are readily available. Big data encompasses information in various formats, from structured databases to social media posts and sensor readings. This data requires advanced tools for processing and analysis. Crisis communication professionals can leverage AI to analyse the data to gain a comprehensive understanding of a developing crisis in real time. By analyzing social media feeds, news reports, and sensor networks, they can pinpoint the affected areas and demographics, allowing for targeted communication strategies. Additionally, AI allows for monitoring public sentiment through social media analysis. This reveals anxieties and concerns, enabling tailored messaging and swift action against misinformation. Predictive analytics, a powerful AI application, can also analyze historical data to identify potential crises before they erupt. This empowers organizations and corporate communicators to take proactive measures, mitigating potential damage and fostering preparedness.Furthermore, AI-powered audience segmentation allows for targeted communication strategies. By analyzing data on demographics and past interactions, organizations can tailor messages to resonate directly with those most affected. This ensures crucial information reaches the right people at the right time.AI offers a robust suite of functionalities that enhance crisis communication on multiple fronts. Chatbots powered by AI can provide 24/7 information and support to affected individuals, alleviating pressure on call centers. Additionally, AI can automate the generation of targeted messages for various platforms, ensuring consistent and timely communication across all channels.Social media analysis is another area where AI shines. By analyzing public sentiment, AI can reveal anxieties and concerns, enabling organizations to tailor messaging and swiftly counter misinformation. This fosters trust and transparency, critical elements in crisis communication.Beyond the Data, the Human Element is very important. While AI offers significant advantages, it's crucial to acknowledge the unique role of human expertise. AI may struggle to grasp the emotional nuances of a crisis. Human communicators can tailor messages with empathy and understanding, a crucial element in building trust with the public. Crises often demand complex decisions that require human judgment. AI can provide valuable data-driven insights, but ultimately, humans must make the final call. Transparency and accountability are paramount throughout the process. Organizations must be upfront about their use of AI and build trust with the public.Generative AI allows us to move beyond traditional methods and develop data-driven communication strategies. Predictive analytics, a powerful AI application, can analyze historical data and identify potential crisis situations before they erupt. This empowers organizations to take proactive measures, mitigating potential damage and fostering preparedness. Furthermore, AI-powered audience segmentation helps tailor communication to specific demographics, ensuring messages resonate directly with those most affected.Discussions around AI in crisis communication highlight both its potential and the challenges it presents. Indian case studies, showcasing real-world applications, are scarce, but ongoing research is bridging this gap. AI in crisis communication extends beyond its immediate applications. We must consider its broader societal impact. Reskilling and upskilling initiatives are crucial to prepare the workforce for the changing landscape of AI automation. Additionally, the need for training spokespersons in using AI tools like Perplexity and Yoddle is emphasized. These tools can assist with crafting compelling narratives and managing communication flow during a crisis.Some of the other considerations include the challenges of data analysis, inherent data bias, security concerns, limitations in emotional intelligence, and transparency issues. Additionally, security concerns surrounding data privacy and misuse necessitate robust data protection regulations. Additionally, AI's limitations in emotional intelligence must be acknowledged. While AI excels at data analysis, it cannot replicate human empathy. Effective crisis communication requires a human touch to convey sincerity and build trust.By combining human expertise with AI's rapid analysis capabilities, organizations and communication professionals can significantly accelerate critical decision-making during a crisis. AI presents a transformative opportunity for crisis communication. By harnessing its power to generate data-driven strategies and fostering responsible development, organizations can navigate crises with greater agility and effectiveness. By acknowledging both the potential and the challenges, we can ensure AI becomes a force for good, building trust and fostering resilience in a rapidly changing world.

Nikhil Dey, Executive Director at Adfactors PR, offers valuable insights on the changing face of Public Relations (PR) in today's information-driven world. In this interview, he explores how the industry has adapted to the "attention economy," the crucial role of PR in a digital age, and the strategies agencies are adopting to thrive in a competitive market. Nikhil Dey argues that the old "spray and pray" approach to public relations (PR) is no longer effective in the digital age. Excerpts:How has the landscape of Public Relations changed over the past decade, and what factors have contributed to its growing importance in today's information-driven society?The attention economy is shaping the way Public Relations is evolving. We are currently operating in a world of shrinking attention spans and untrustworthy information, news and data. A good example is the often-cited research about our attention span being eight seconds. The study in question has been questioned, and the source data does not stand up to scrutiny. This is why professional and ethical public relations continue to play an important role in shaping and building reputation.With the proliferation of digital platforms and social media, how has the role of PR professionals evolved to effectively manage and navigate the ever-changing media landscape?There are many times a PR professional is called into action, but of all of them, crisis management is probably the place they shine brightest. Digital and social media have increased the speed, frequency and impact of how a crisis escalates and is amplified for a brand or an organisation. This has created the need for a well-oiled public relations capability to be put in place. Preparedness is the key to effectively navigating through and past a crisis, and this is the playground of the PR professional.In light of the projected growth of the PR industry in India, what new strategies or approaches are PR agencies adopting to stay ahead in this competitive market and meet the evolving needs of their clients?Staying ahead of the curve requires PR partners to be deeply rooted in the realities of the business leaders they serve. What are the real problems and opportunities that the business leaders are navigating? This requires PR teams to have deeper domain knowledge, to enable creative ideas based on insights. Creating this capacity to listen and decode what is happening in the market using a mix of human intelligence and data analytics is one key capability that is emerging as a differentiator. What is coming around the corner? To be the early warning system and the radar for a business is possibly one of the most valuable ways a PR partner can help protect reputation and build business.As businesses increasingly recognize the importance of reputation management and brand perception, how do you see the relationship between PR and overall business success evolving in the coming yearsBetter aligned goals between business teams, brand teams and PR teams are likely to result in strong synergies. Well-orchestrated campaigns built around a central narrative targeting specific audiences will prove to be most effective. Instead of the old ?Ç£spray and pray?Ç¥ approach where share of voice and turning up the volume was the way to show how good PR was at drumming up visibility; the future is likely to be about staying below the radar and not inviting unwanted attention. Instead laser-sharp targeting of an audience with a clear call to action is a far better approach. Each discipline is like the arrow in the quiver of a skilful archer who will know when to use the right one.

Layer PR, a new-age public relations (PR) agency and subsidiary of TechGraph, an online technology and business news media company, has announced the launch of its ?ÇÿStartup Program?ÇÖ for startups, and small businesses working across the globe in a bid to enhance the global reach and brand presence of emerging businesses.As a part of the programme, participants will receive an exclusive discount exceeding 50% on PR services for one year. Additionally, they will gain access to a dedicated PR specialist, personalized guidance customized to their unique requirements, crisis management assistance, comprehensive media training, and more.Krishna Mali, Co-Founder & CEO, Layer PR, said: "The startup ecosystem is brimming with brilliant minds and ground-breaking concepts. At Layer PR, we're committed to fueling that entrepreneurial fire by providing founders with the strategic communications guidance and resources they need to cut through the noise. Our startup program isn't just about securing media coverage; it's about crafting a compelling narrative that resonates with investors, partners, and customers alike. As Layer PR is a TechGraph company, we have witnessed the struggles of a startup when it comes to PR, so this is a personal mission as well. We're proud to play a part in amplifying startup success stories."Shanaz Khan, Co-Founder & COO, Layer PR, said: "Our Startup Program is crafted to empower startups and small businesses by furnishing them with the requisite support and resources for success. We firmly believe that every entrepreneur merits the opportunity to cultivate a thriving brand, and our program endeavors to facilitate this journey.""At Layer PR, we're committed to empowering the upcoming wave of entrepreneurs and disruptors. Our Startup Program is designed to give ambitious founders a powerful launchpad to amplify their brand's story and drive real business impact," said Prutha Rupareliya, PR Lead, Layer PR. "It is not limited to startups only, small businesses, incubators, accelerators, VCs, and office space providers can also be a part of our program. We're dedicated to being a catalyst for the company's growth and success at every stage by integrating exceptional PR skills with exclusive pricing and resources designed for their journey," Rupareliya further added.Layer PR currently operates from offices in London, Mumbai, and Delhi, with dedicated professionals working virtually across continents.

Drone Destination, a leading name in the UAV (Unmanned Aerial Vehicle) industry and listed on the National Stock Exchange (Stock Code - DRONE), today announced its association with Dentsu Creative PR as its official public relations & investor relations agency. Dentsu Creative PR will leverage its PR expertise to formulate & execute communication strategies for Drone Destination, as well as manage media relations from its Gurugram office.Drone Destination is undertaking one of the biggest expansions in the Drone industry in India by growing its presence across the entire ecosystem of drones - from Drones & Drone Components to after-sales support, ?ÇÿDrone as a Service?ÇÖ for various applications, Drone Education and Drone Sports.    Commenting on the association, Alok Sharma, Chairman of Drone Destination said, ?Ç£As we undertake steps to do our bit towards the Hon?ÇÖble PM's vision of ?ÇÿMake in India?ÇÖ and ?ÇÿAtmanirbhar Bharat?ÇÖ, it gives me pleasure to partner with one of the most experienced and respected agencies in the country ?Çô Dentsu Creative PR. Communication and stakeholder engagement is extremely critical in business, especially in a sunrise industry like Drones. Their understanding of our business and strategic insight-led engagement will certainly strengthen and reinforce our market positioning while benefiting the industry as well. We look forward to working on a wide range of initiatives having multiple ramifications to transform the current scheme of things across businesses and governance.?Ç¥ Dwelling upon the importance of this partnership for the development of a healthy drone ecosystem in the country, Chirag Sharma, MD & CEO of Drone Destination said, ?Ç£Drone Destination has embarked upon an ambitious journey to make India self-reliant in each and every aspect of drone technology. Our offerings and quality of products and services are finding resonance with industry stakeholders including the country?ÇÖs financial markets. We are confident that this association will help the audiences take notice of the impact, efficiency and transparency that drones can bring in every sector ranging from Agriculture, Manufacturing, BFSI, Energy, Railways, Retail etc. With their strategic clarity and class-leading professional acumen, we are sure that team Denstu Creative PR will help us to lead the way for Drones in India.?Ç¥Sanjeev Anand, President, Dentsu Creative PR added, ?Ç£We are excited to announce our partnership with Drone Destination. As we embark on this exciting chapter alongside Drone Destination, we are poised to set a new standard of collaboration that stands as a testament to creativity, innovation, and the pursuit of shared success. This strategic collaboration will allow us to service the company with our strategies and innovative ideas that resonate with Drone Destination?ÇÖs vision and objectives.?Ç¥ 

Amazon Ads has chosen SourceCode Communications as its new public relations partner after a competitive selection process, according to reports.More than 10 agencies participated in the pitch process, which began in January. SourceCode emerged victorious, securing a contract reportedly valued in the high six figures.The agency will provide a comprehensive range of PR services for Amazon Ads, including strategic counsel, media relations, and event management. This signifies a significant investment by Amazon Ads in its public relations strategy.SourceCode's efforts will specifically focus on promoting the Amazon Ads platform and its offerings to a wider audience. This includes a variety of advertising solutions like display ads, video ads, and sponsored products, which cater to sellers of all sizes on Amazon.Amazon Ads, a leading advertising platform, enables businesses to reach a massive audience of potential customers through Amazon's vast online marketplace.

MSL, Publicis Groupe?ÇÖs strategic communications, today announced the appointment of Sahil Chopra as Chief Operating Officer for Publicis Consultants Asia (PCA). In his new role, Sahil will be responsible for strategic guidance and oversee delivery of core services to client organizations in the entertainment, consumer and technology sectors. Sahil specialises in driving business impact and has the working experience of leading large teams, providing strategic direction, driving consumer outreach, community engagement and delivering business results. ?Ç£I am super excited to have Sahil join our team back. This appointment is strategic to our business needs at MSL, aimed at accelerating very specific communication and business needs of our clients,?Ç¥ said Amit Misra, CEO, MSL South Asia. ?Ç£I am certain that Sahil will drive modern business communication impact and lead Publicis Consultants Asia to newer heights,?Ç¥ he added. ?Ç£Category leaders operate in high-velocity environments and have a very specific way of working that requires specialists to meet their communication needs as these are tied to business outcomes,?Ç¥ said Viju George, Managing Director, PCA. ?Ç£I am confident that Sahil has the understanding, the commitment to serve diverse needs of client organizations, and I am pleased to have Sahil a part of our team,?Ç¥ he added. In a more recent role, Sahil held the position of Vice-President for Marketing and Communications at Stanza Living. During his career, both with brands and agencies, Sahil has advised many global corporations on executing effective communication, social media and purchase consideration strategies. He has been instrumental in designing and executing end-to-end consumer and influencer immersion programs for corporations that include General Motors, Ford, Sony Sports, Ola, LaLiga, Red Bull, among others. 

Vigor Media Worldwide, a renowned global media agency, has secured the PR mandate from Axita Cotton Limited, a leading producer of cotton bales and cotton seeds. This partnership underscores Vigor Media Worldwide's reputation for delivering exceptional PR and communication strategies.Axita Cotton specializes in producing cotton bales, and is actively involved in trading Kapas, cotton bales, and cotton seeds, as well as ginning and pressing Kapas on a job work basis.As part of the mandate, Vigor Media Worldwide will develop and implement a strategic communication framework and media campaigns to fortify Axita Cotton's position in the industry. The PR mandate for Axita Cotton will be managed by Vigor Media Worldwide's Delhi headquarters, supported by branch offices across India, along with its dexterous global associates, for greater visibility and strong positioning of the brand Axita in the country as well as in the global markets among its targeted segments.Expressing enthusiasm for the collaboration, Mr. Kushal Patel, Non Executive Director, Axita Cotton Ltd. said, "We are delighted to partner with Vigor Media Worldwide to amplify our brand presence and strengthen our relationships with key stakeholders, banking on their strategic approach. We have found their innovative ideas align perfectly with our vision, and so we look forward to leveraging their expertise to communicate our commitment to quality and sustainable practices through our upcoming media campaigns."Mr. Nikhil Singhal, Founder, Vigor Media Worldwide added, "We are dedicated to enhancing Axita Cotton Limited's brand visibility and reputation through strategic PR initiatives. Our team is committed to devising innovative media campaigns that will help Axita Cotton effectively engage with its stakeholders and enhance its brand presence."Axita Cotton Limited is engaged in the business of manufacturing and trading (including export) of cotton bales, besides ginning and pressing of seed cotton (Kapas). It produces cotton bales, cotton yarns, and cotton seeds. The production facility of the Company is situated at Kadi in Mahesana District of Gujarat state.Vigor Media Worldwide boasts cross-sectoral expertise, catering to Real Estate, Education, Lifestyle, FMCG, Hospitality, Healthcare, Technology, Security, Consulting, and other sectors. The agency's client portfolio includes top-of-the-line brands in the industry, with long-standing associations. Vigor Media Worldwide excels in strategic communication processes that foster mutually beneficial relationships between organizations and their target audiences. By promoting clients and their offerings on multiple platforms, the company ensures comprehensive brand visibility and engagement.

Today, we're talking with Joe Lipscombe, Partner at The Romans, who delves into his journey, insights, and aspirations as he navigates the dynamic landscape of strategic communications in the Middle East and beyond. Lipscombe started in journalism, writing for big names like Forbes and Bloomberg. He then moved into strategic communications, joining Ogilvy in 2015 and rising to Executive Strategy and Creative Director for PR in the MENA region. He recently joined The Romans as a partner in Dubai, helping expand their presence in the Middle East. The Romans, headquartered in London with over 120 employees worldwide, opened their Dubai office in 2022 after successful ventures in New York and Amsterdam. In this interview with Adgully Middle East, Lipscombe discusses his journey and goals in navigating strategic communications in the Middle East and beyond.Please share your professional journey. What have been the highs and lows professionally?I landed in the region as a journalist, where I was able to cover most markets, learning the culture, people, ways, and means. That fascination hasn?ÇÖt left me. I love the region, warts and all. After almost a decade with Ogilvy, where I was able to grow as a creative and strategic leader in a major global firm, I?ÇÖve taken on this new challenge at one of the most exciting agencies in the world today. Throughout that time there have been highs and lows. I keep the lows closer than the highs. And I anticipate many more of both.You have recently joined ?ÇÿThe Romans?ÇÖ as a Partner and Head of UAE. What are your roles and responsibilities?Bring one of today?ÇÖs most exciting, independent PR stories to life in the MENA region. The Romans are a unique agency. In a sea of acquisitions, mergers, and agency ecosystems, The Romans believe in investing in great people and great culture so we can deliver great work for great clients. There is none of the fluff and none of the drama. It?ÇÖs been refreshing to see that story be so well received. Now it?ÇÖs mine and my team?ÇÖs responsibility to translate that for this unique and diverse market.What has been your primary focus within the industry for the past decade? How do you approach problem-solving within the industry?Before joining The Romans, I was the Executive Strategy & Creative Director for Ogilvy PR across MENA. I spent the best part of a decade at that agency, learning my trade, working with top talents, and contributing to some really exciting, transformative projects in the region. All of those?ÇöExpo 2020 Dubai, Qatar World Cup 2022, New Suez Canal 2015, et al.?Çöhave their own unique challenges in such a fast-paced and ambitious region. While I don?ÇÖt subscribe to a standard way of solving problems, I do believe that, as an industry, we can often take briefs at face value when in fact we should be exploring the root cause of challenges more closely. As we commoditise our industry more and more, we often skip important strategic and exploratory phases and head directly to solutions and execution. I strongly believe much of the value we provide as an industry is in the diagnosis, thought, and planning phases of any major project.Can you provide examples of some of the projects you have been involved in with large brands and institutions?As I mentioned before, I?ÇÖve been very fortunate to work on some of the biggest projects and entities in the region over the past ten years. Expo 2020 Dubai at a global level, the FIFA Qatar World Cup through Qatar Foundation, the New Suez Canal launch in Egypt, several Public Investment Fund launches, and many others. I find each brings its own unique challenges and opportunities and would argue each has contributed massively to the social, economic, and cultural structure of the region.As a marketer, if you?ÇÖre contributing to projects with that level of influence, you can?ÇÖt ask for much more.What kind of transformations have you witnessed in terms of digital and AI, within the region?Marketers are so keen to jump on trends they often forget to check if they?ÇÖre landmines. But, we?ÇÖre experimental, and that should be applauded. I can?ÇÖt confidently say I?ÇÖve witnessed seismic changes in the industry at the hands of AI. But ask me again in five years.How do you approach developing an integrated public relations and advertising campaign tailored to meet the cultural sensitivities and preferences of the UAE market?We cannot reveal all our secrets. What we do is ensure our teams are diverse, skilled, deeply ingrained in local culture, and we trust them explicitly with major briefs and clients.Can you provide an example of a successful PR and advertising campaign you led in the UAE, highlighting how you navigated any regulatory or cultural challenges specific to the region?I led the campaign that won UAE PR Campaign of the Year in 2023 at MEPRA- ?ÇÿThe Alternative Alphabet with GEMS Education?ÇÖ. It altered how educators teach mental health and wellbeing to our youth. It?ÇÖs still somewhat a taboo topic, particularly when children are involved. But the education provider was an open and excellent partner and we were able to do something meaningful in a really beautiful way.

Next Practices Group (NPG), an investor specializing in founder-led data, technology, and communications companies, has announced its first investment outside North America. The group has acquired a minority stake in Williams Nicolson, a strategic communications and change management consultancy based in the UK.Founded in 2021 by industry veterans Steffan Williams (formerly of Portland and Porta) and Louise Nicolson (formerly of Newgate), Williams Nicolson boasts a team of 17 experts. NPG, established three years ago and headquartered in Austin, Texas, is led by managing partner David Gallagher (ex-Ketchum and Omnicom) and chair Bob Pearson, CEO of The Bliss Group.NPG's portfolio includes healthcare specialist Fuse Health (Canada), digital marketing agency Matchfire, and reputation management firm Next Solutions Group."NPG empowers talented founders to achieve their full potential," stated Bob Pearson. "Our team of 275 individuals is driven by a spirit of innovation and a relentless pursuit of progress. Williams Nicolson has built an impressive business model, combining powerful data insights with best-in-class counsel to unlock client growth. Their strategic and technological expertise perfectly aligns with our investment goals."Louise Nicolson commented: "We were immediately impressed by NPG's unique approach to fostering growth and driving innovation. Collaborating with the NPG team over the past year has already yielded significant benefits. We're actively working together on international campaigns and developing cutting-edge data platforms to empower our clients in reputation management. This partnership will be a springboard for global expansion and exciting new opportunities. We're thrilled about the future."

In the fast-paced world of information, the way we build and manage reputations has undergone a dramatic shift. Public relations (PR) is no longer confined to press releases and media briefings. Over the past decade, the PR landscape has transformed into a dynamic ecosystem, embracing digital tools, social media engagement, and a focus on transparency. Today, on national PR Day, Adgully delves into this evolution, exploring the key factors that have propelled PR to the forefront of navigating the ever-growing stream of information and shaping public perception in a digital age.The public relations industry in India emerged nearly three decades ago, initially rooted in journalism principles as brands sought visibility in the media, says Bhaskar Majumdar, Head - Marketing Communication, CSR and Digital, Egis South Asia.At its inception, he adds, the industry heavily emphasized 'Relationships' or 'Media relations' as the key to success.However, over time, he says, it evolved into a more sophisticated approach, focusing on crafting strategic narratives, precise messaging, and targeted audience engagement in a meticulously planned manner.?Ç£The onset of COVID-19 accelerated the digital transformation, with a shift towards digital consumption of news during lockdowns when print newspapers were inaccessible. This necessitated a significant adjustment in campaign planning and media strategies. In contemporary campaigns, brands are adopting an integrated communications approach, blending digital and traditional methods seamlessly. With digital and social media becoming primary channels for content consumption, there has been a notable transformation in the role of PR professionals and corporate communicators. This shift prioritizes strategic thinking over solely relying on media relations, embracing an omnichannel integrated approach. The choice of media mix now depends on factors such as the nature of the brand, its services, and products, as well as the target audience and market segments. For many brands, leveraging digital platforms offers real-time engagement, creativity, and immersive experiences, making it a more impactful communication tool,?Ç¥ he adds.<img src='https://erp.adgully.me/artical_image\a8a518340dccb71c2cd2a32ebf11e614.png' class='content_image'>?Ç£The PR industry has come a long way ?Çô from being told to build on media relations by going for media rounds (and doing media rounds until the soles wore off- joote ghisne chahiye literally!) to navigating the social media minefields. COVID fast-forwarded the digital revolution and this transformed our lives including PR. Today social media engagement, influencer marketing, and data-driven storytelling complement traditional media outreach. Data analytics guide strategic storytelling that resonates with target audiences, while online reputation management safeguards brand image in a world where online presence is paramount. This shift, driven by the critical need for a sound digital presence and navigating a complex information landscape, solidifies PR's role as a vital function for building trust and managing reputation in today's information-rich business world,?Ç¥ says Jyotsana Dash Nanda, AVP, Corporate Communication, DS Group.<img src='https://erp.adgully.me/artical_image\58b7538bbc2f24dc1cd15fc81a55cb04.png' class='content_image'>According to Jyotsana, the internet fosters a more interactive environment.?Ç£PR now emphasizes two-way communication, actively engaging with audiences on social media platforms and addressing customer concerns promptly. Example: An FMCG brand might partner with food bloggers on Instagram to showcase its new range of say ready-to-cook oats, reaching a wider audience and generating organic buzz. Social media has empowered consumers to become information broadcasters democratizing information/news. Negative experiences can go viral quickly, damaging brand reputations. PR professionals play a vital role in crisis communication, actively managing online narratives and fostering brand transparency. In today's information overload, deepfake, misinformation, etc., trust is paramount. Hence today communication professionals focus on building genuine relationships with key stakeholders through content marketing, thought leadership initiatives, and social responsibility programmes. In a world of online reviews and instant opinions, a company's reputation is more fragile than ever. Communication professionals help build and protect brand image through proactive communication and effective crisis management.?Ç¥We have witnessed a radical shift in media consumption over the last decade, observes Chetan Mahajan - Founder & CEO - The Mavericks.?Ç£With mobile becoming the primary device for media consumption, traditional media has lost its dominant position as a channel. There has also been a huge shift in content consumption patterns alongside the proliferation of new channels of information dissemination, like social media. While content consumption has gone up many folds, people are consuming less news today than they did 10 years ago. The single largest factor changing this dynamic is easy and affordable access to social media and the desire to become a mini celebrity. The balance of influence has shifted from news platforms to influencers and from diversity to singularity as we get ruled by algorithms,?Ç¥ says Chetan.<img src='https://erp.adgully.me/artical_image\3e6dbebec8fbc947f7f66378c6ff3b17.png' class='content_image'>Over the past decade, the PR landscape has undergone significant transformation, propelled by technological advancements, shifts in media consumption habits, and changes in societal expectations, says Mrinall Dey, VP & Head - PR & Corporate Communications, MobiKwik. ?Ç£One of the most notable changes is the rise of digital media platforms, which have revolutionized the way information is disseminated and consumed. Social media, in particular, has emerged as a powerful tool for PR professionals to engage with audiences directly, bypassing traditional gatekeepers and enabling real-time communication.?Ç¥?Ç£The proliferation of online news outlets, blogs, and user-generated content has democratized the media landscape, providing PR practitioners with a multitude of channels to reach their target audiences. This fragmentation of media has necessitated a more strategic and nuanced approach to PR, with an emphasis on tailored messaging and audience segmentation. Another key factor driving the growing importance of PR in today's information-driven society is the rise of reputation management. In an era of heightened scrutiny and public skepticism, organisations are increasingly recognizing the value of proactive reputation management to safeguard their brand image and maintain stakeholder trust,?Ç¥ Mrinall Dey says.<img src='https://erp.adgully.me/artical_image\a77c23c965ca2ac8261ae62db5c398e4.png' class='content_image'>Public Relations has taken a complete 180-degree turn in the last decade, says Bhavya Sharma - Director, Communications & ESG, Urban Company.?Ç£While earlier the reliance on print media was extreme, it has declined significantly and is chipping away. Still part of the PR mix but no longer the sole medium. With the advent of digital marketing and consequent pressure on PR to measure outcome and show impact has changed how the ecosystem works. With consumers relying more on digital channels, you can see the waning importance of traditional media. Add to that the increase in influencers, the line between marketing and PR often gets blurry. Further, given that everything is now just a tap away thanks to social media, even a small incident can take the form of a full-blown crisis and enter the news cycle as part of trending news,?Ç¥ says Bhavya Sharma.<img src='https://erp.adgully.me/artical_image\387bbd5c6c728b3020790d3266d64b8c.png' class='content_image'>The changing roleWith the proliferation of digital platforms and social media, the role of PR professionals has evolved to effectively manage and navigate the ever-changing media landscape. The digital revolution has transformed PR from a media relations-centric discipline to a strategic, data-driven approach to building and managing brand reputation in a dynamic and interconnected world.According to Chetan Mahajan, the role of PR professionals is to grow, sustain, and protect brands' reputations.?Ç£This has not changed, and it never will. The means of achieving this is effective storytelling that resonates with the stakeholders. Transparency and speed of connecting with your stakeholders were choices 10 years ago. They are not any more. PR professionals relied 100% on earned influence. Owned, shared, and paid influence was a choice. It?ÇÖs not any more. Many PR professionals thrived on media relations; they can?ÇÖt any more. Today, PR professionals need to be multi-skilled. Connecting the brand purpose with compelling stories and distributing them to the stakeholders through earned, owned, shared, and paid platforms calls for multiple skills to achieve it efficiently and effectively,?Ç¥ explains Mahajan.PR agencies will have to move away from their traditional PR strategies and services, and will instead have to offer integrated communications as a service offering, says Bhavya Sharma.?Ç£They will have to see a PR campaign not just from a here-and-now lens but also how it can be expanded into a sustained communication plan to build clients?ÇÖ brand and reputation. Another big area I see where PR agencies can add significant value is localised and vernacular content. As social media has blurred geographic boundaries, regional influencers now rival national celebrities. Understanding local intricacies and incorporating them into a brand?ÇÖs PR strategy is crucial for standing out. Additionally, impactful sustainability and CSR initiatives should not merely serve as greenwashing tactics. They are integral to reputation management and brand building, as consumers increasingly prefer socially responsible companies,?Ç¥ she adds.Social media and digital platforms has emerged as a powerful tool for PR professionals to engage with audiences directly, says Mrinall Dey.?Ç£The proliferation of digital platforms and social media has fundamentally transformed the role of PR professionals, requiring a more dynamic and adaptable approach to managing and navigating the ever-changing media landscape. In today's digital age, PR professionals must be adept at leveraging a diverse array of channels to engage with audiences, build relationships, and shape narratives. PR professionals must constantly monitor online conversations, anticipate emerging trends, and respond swiftly to both opportunities and challenges in real-time. By embracing digital platforms and social media as integral components of their communication strategies, PR professionals can effectively amplify their messages, reach wider audiences, and drive meaningful engagement in an increasingly interconnected and fast-paced media environment,?Ç¥ says Dey.The digital explosion has transformed the role of the communications professional from being mere gatekeepers to effective storytellers engaging with audiences with agility, opines Jyotsana Dash Nanda.According to Jyotsana, communication professionals today craft narratives that resonate directly with audiences on social media, fostering two-way conversations to build brand loyalty.?Ç£They leverage data to measure success and tailor messages accordingly, while constantly monitoring online conversations to swiftly address potential crises with transparent communication. Hence the key skill sets required for corporate communications professionals of today in this ever-changing ecosystem of communication professionals of today are agility, data-driven narratives with an eye on the audience,?Ç¥ she adds.PR professionals never had it easy anyway and now the stress has only grown manifold as any big or small incident or even a stray post on social media can metamorphose into a crisis, observes Bhavya Sharma.?Ç£This is especially true in consumer-facing and services industries. For PR professionals, it?ÇÖs no longer just about managing media relations. They have to be adept at social media, content creation, data analytics, crisis management, influencer and thought leadership. To be able to pull all this together, they have to be really good at strategic thinking and planning. One great thing, however, for the PR professionals is that learning never stops. The more you are aware of and in sync with what?ÇÖs happening around you and the next big trend, the more you will grow and be deft at handling the changing landscape. Take for instance, how effectively you can leverage AI in your everyday work will prepare you for what?ÇÖs to come,?Ç¥ says Sharma.The industry has undergone a profound transformation driven by the proliferation of data, widespread internet accessibility, and the omnipresence of smartphones, says Bhaskar Majumdar. According to him, he advent of social media and digital technologies has revolutionized the communication landscape, emphasizing the imperative need for a thorough understanding of these platforms.?Ç£Knowing what strategies work and what don't is paramount. Each social media platform possesses unique merits, reach, and limitations. The role of PR professionals has evolved into a 24/7 commitment, involving constant monitoring, listening, and analysis of digital and social trends. This active engagement is crucial for reaching, nurturing, and engaging with target audiences irrespective of their location. In today's digital age, conversations are ongoing, whether brands are actively participating or not. The key lies in listening attentively, engaging meaningfully, and fostering relationships. Rather than solely focusing on selling, the approach should be collaborative, positioning oneself as a co-creator rather than a marketer,?Ç¥ he adds.According to him, several key points underscore the evolving nature of social and digital media:It transcends 'mass' media, catering to niche audiences.It goes beyond mere 'influence' to encompass opinion building, decision-making, and support.It thrives on dynamic, interactive content rather than static information.It cannot be entirely controlled, necessitating adaptability and responsiveness.Feedback is instantaneous, requiring prompt attention and adjustment.New strategies or approachesIn light of the projected growth of the PR industry in India, what new strategies or approaches are PR agencies adopting to stay ahead in this competitive market and meet the evolving needs of their clients?Given the anticipated growth of the PR industry in India, PR agencies are implementing several new strategies and approaches to maintain a competitive edge and effectively address the evolving needs of their clients, says Bhaskar Majumdar.?Ç£Agencies are prioritizing digital transformation, recognizing the increasing importance of online platforms and social media channels. This involves adopting innovative digital tools, platforms, and technologies to enhance client communication, outreach, and engagement. Agencies are moving towards integrated communication approaches, combining traditional PR methods with digital strategies to create comprehensive campaigns that resonate across multiple channels. This integration ensures a cohesive brand message and maximizes audience reach and impact. PR agencies are leveraging data analytics and insights to inform their strategies and measure campaign effectiveness. By analyzing audience behaviour, sentiment, and engagement metrics, agencies can tailor their approaches to better meet client objectives and drive results. Agencies are increasingly incorporating content marketing into their PR strategies, producing high-quality, relevant content that attracts and engages target audiences. This may include blog posts, articles, videos, infographics, and other multimedia content distributed across various channels. Recognizing the influence of social media influencers, PR agencies are forging strategic partnerships with relevant influencers to amplify brand messaging and reach niche audiences. These collaborations help increase brand visibility, credibility, and engagement within specific target demographics. With the rise of social media and instant communication channels, PR agencies are investing in robust crisis management strategies to effectively navigate and mitigate reputational risks. This involves proactive monitoring, rapid response protocols, and transparent communication to manage crises swiftly and effectively. To cater to the diverse needs of clients, PR agencies are expanding their service offerings beyond traditional media relations to include areas such as corporate communications, public affairs, employee engagement, CSR initiatives, and more. This diversification allows agencies to provide holistic solutions that address clients' broader communication challenges. Overall, PR agencies in India are embracing innovation, digitalization, and strategic thinking to stay ahead in the competitive market and deliver impactful results for their clients in an ever-evolving landscape,?Ç¥ he adds.According to Jyotsana Dash Nanda, the pandemic was a turning point for the PR industry and the digital revolution transformed it.?Ç£Digital marketing and communication were on the front foot and PR regained its sheen for being cost-effective. The rise of online media demanded quality content, making authentic storytelling and thought leadership essential for reputation management. The pandemic fostered collaboration between PR and media, with video calls becoming the new normal.?Ç¥Going forward, she feels, there could be challenges considering the potential recession that is looming large at us and agencies will hit the most. However, she adds, some exciting trends are emerging and if the agencies leverage them in advance, they will be the least hit during the recession.?Ç£AI tools like ChatGPT will revolutionize content creation, impacting PR strategies. Hot topics like the metaverse and cybersecurity present PR opportunities. In India, the rollout of 5G offers a chance for the tech industry to leverage PR. High-quality content will be key for PR success, with targeted narratives replacing generalized pitching to all. Research-driven storytelling is poised to become the heart of PR and communication, driving brand credibility and business growth in the years ahead so PR agencies need to recalibrate and adapt quickly to remain relevant and effective,?Ç¥ she adds.According to Chetan Mahajan, the top three strategies include: True integration is different from mixing or bringing all communication channels together. Until storytelling is harmonized across multiple channels, it can?ÇÖt do much good for the brand. This can?ÇÖt be achieved efficiently until resources are multiskilled. This can only be built from the ground up, as it is a rarity amongst the ones who have been in this industry for a long time.Deep collaboration is a must to deploy the game plan. Today's young talent brings an inherent social and digital world perspective. The veterans bring experience in business comprehension and storytelling, and multiple functional experts bring depth in respective functions like creativity, content, media relations, etc. Deep collaboration that breaks the barriers across functions, hierarchies, and client teams is a game changer.Enabling your teams with an AI assistant and training them to be 2-3x their ability can address the talent gap on the one hand and the need for speed on the other.According to Mrinall Dey, as the PR industry in India continues to experience significant growth, PR agencies are adopting new strategies and approaches to stay ahead in this competitive market and meet the evolving needs of their clients.Embracing digital transformation and integrating technology into their service offerings: PR agencies are leveraging data analytics, artificial intelligence, and automation tools to gain deeper insights into audience behaviour, track campaign performance, and optimize communication strategies in real-time.Focusing on specialization and niche expertise to differentiate themselves in the market: Rather than offering generic PR services, many agencies are developing specialized teams with deep industry knowledge and expertise in areas such as technology, healthcare, finance, and sustainability. This allows them to provide tailored solutions and strategic counsel that address the unique challenges and opportunities facing clients in specific sectors.Placing greater emphasis on creativity and storytelling to cut through the clutter and capture audience attention.PR and overall business successAs businesses increasingly recognize the importance of reputation management and brand perception, how do PR pros see the relationship between PR and overall business success evolving in the coming years?According to Chetan Mahajan, growing and sustaining a reputation has never been more challenging. He stresses that reputation can make or break brands. ?Ç£In the digital age, this process can happen in a few months/years, unlike many decades in the past. Paid influence is an important mix that can complement a solid foundation built on earned, owned, and shared influence. Business growth is directly proportional to its reputation. Reputation can never be bought, yet it is so fragile. Public relations has never been more important to brands who are in it for the long haul.?Ç¥Bhavya Sharma foresees the following changes:Tackling AI and misinformation: This will be the most critical aspect that will come to fore. Companies and business leaders will be susceptible to AI-generated misinformation, deep fakes and more. Tackling these new-age tools will be crucial. Integration of brand and PR teams: I believe given how the role of PR is changing rapidly and becoming almost all-encompassing, more and more companies will integrate their brand and PR teams into one to ensure singular messaging across the board seamlessly.Rise in employee advocacy: PR teams will play a crucial role in supporting and promoting employees through employee advocacy efforts, distinct from internal communications. Companies will aim to cultivate and empower internal thought leaders and company advocates. PR professionals' expertise in thought leadership and leadership profiling will be invaluable in this endeavour.Elevation to strategic core function: PR division will likely be given its due and seen as a strategic core function. As a result, one will hopefully also see more Chief Communications Officers (CCOs).As businesses continue to acknowledge the critical role of reputation management and brand perception in their success, the relationship between PR and overall business success is expected to evolve in several ways in the coming years, says Bhaskar Majumdar.According to him, PR professionals will increasingly be viewed as strategic partners within organisations, working closely with senior leadership to align PR objectives with broader business goals.This partnership will involve integrating PR strategies into overall business strategies to drive growth, enhance reputation, and build brand equity. There will be a greater emphasis on measuring the impact of PR efforts on business outcomes. PR professionals will be expected to demonstrate tangible results and ROI, linking PR activities to key performance indicators such as brand awareness, customer acquisition, revenue growth, and stakeholder engagement. PR will become more closely integrated with marketing and communications functions to create cohesive, multi-channel campaigns that effectively engage target audiences and drive business results. This integration will blur the lines between traditional PR and marketing activities, leading to more holistic communication strategies. As brand reputation becomes increasingly important in the digital age, PR professionals will play a central role in managing and safeguarding organisations' reputations. This will involve proactive reputation management efforts, crisis preparedness, and transparent communication to build trust and credibility with stakeholders. PR will play a key role in positioning executives and organisations as thought leaders within their industries. By leveraging media relations, content marketing, speaking opportunities, and other channels, PR professionals will help establish and amplify their clients' expertise, influence, and credibility. With the growing influence of digital and social media, PR strategies will need to adapt to the changing media landscape. PR professionals will need to leverage digital tools, analytics, and social listening to engage with audiences, monitor conversations, and manage brand reputation across online platforms. The relationship between PR and overall business success will become increasingly symbiotic, with PR playing a central role in shaping brand perception, driving stakeholder engagement, and ultimately contributing to business growth and success in the years to come,?Ç¥ concludes Bhaskar Majumdar.As the digital age deepens its grip, the relationship between PR and business success is undergoing a metamorphosis and is gradually getting a seat in the boardrooms, opines Jyotsana Dash Nanda.?Ç£In today's information age, consumers value authenticity and transparency. To build trust, businesses need clear and consistent messaging across all platforms. Successful PR goes beyond media mentions; it demonstrably impacts the bottom line through metrics like website traffic, social engagement, and brand sentiment analysis. Metrics like website traffic driven by PR campaigns, social media engagement generated by PR initiatives, and brand sentiment analysis will be crucial for quantifying PR's value. Imagine a company launching a social responsibility campaign that garners positive media coverage, leading to a surge in customer inquiries and a significant boost in sales. This data-driven approach allows PR to confidently showcase its contribution to overall business success. Strategic partnerships with influencers, industry leaders, and even partners can amplify reach and messaging. PR can also be a force for positive change by championing social causes that resonate with stakeholders. This way PR can transform from a mere communication channel into a strategic business vertical/department driving customer engagement and business success,?Ç¥ says Jyotsana.Mrinall Dey also believes that as businesses increasingly recognize the critical importance of reputation management and brand perception, the relationship between PR and overall business success is poised to evolve significantly in the coming years.?Ç£As businesses navigate an increasingly complex and interconnected media landscape, PR will play an even more integral role in shaping and safeguarding brand reputation. PR professionals will be tasked with not only managing crises and shaping public perception but also with proactively building and enhancing brand trust and credibility. As consumer expectations continue to evolve, PR will be instrumental in helping businesses communicate their values, foster authentic connections with stakeholders, and demonstrate their commitment to social responsibility and sustainability,?Ç¥ concludes Mrinall Dey.Image by Barkha Mishra from Pixabay

CommsAdda, a volunteer-led community of senior Corporate Communications & Marketing professionals, celebrated National PR Day with the successful hosting of their third knowledge session. The session, titled "AI-powered Crisis Communication," featured a comprehensive exploration of utilizing artificial intelligence in crisis management. Held on Friday at the Egis India premises in Gurgaon, the session attracted approximately 30 senior corporate communications and marketing professionals. Moderated by  Piyali Mandal, a seasoned crisis communications advisor, trainer and founder of The Media Coach, the knowledge session delved into the role of AI in crisis communication strategies and what to watch out for and how to be prepared. Attendees gained insights into leveraging AI-powered tools for real-time monitoring, sentiment analysis, and proactive crisis management. The CommsAdda Knowledge Session explored how AI can revolutionize crisis communication. Piyali demystified different AI types and its applications, showcasing generative AI's power for creating new data-driven strategies and focused on harnessing AI throughout the crisis lifecycle, from proactive risk assessment to effective response and recovery. Sharing her thoughts on the importance of incorporating AI into crisis communications strategies, Piyali said, ?Ç£Examining the application of AI in crisis communications is not just timely but critical, especially as we navigate an era where the timeframe for crisis response is shrinking. The palpable enthusiasm in the room underscored the significance of the topic. What began as a knowledge-sharing session seamlessly evolved into an interactive brainstorming session, where we explored ways to integrate AI into our workflow as communication professionals effectively and responsibly. It's truly inspiring to witness CommsAdda's proactive approach in keeping its members informed and empowered through such sessions.?Ç¥ Advancements like predictive analytics and AI-powered audience segmentation were highlighted for better crisis management. These included the scarcity of Indian case studies, the need for spokesperson training with tools like Perplexity, Yoddle etc., for research, data analysis, inherent data bias, security concerns, limitations in emotional intelligence, and transparency issues. While acknowledging challenges like data bias and security concerns, the session offered solutions and addressed the concept of "AI washing." It showcased tools like Canva AI and emphasized responsible AI use through practical exercises.Mrinall Dey, a veteran communications professional and co-originator of CommsAdda, said, ?Ç£We are delighted to have hosted our third knowledge session on National PR Day. At CommsAdda, we are committed to fostering continuous learning and professional development within the corporate communications community. The communication industry has undergone a profound transformation, driven by the widespread availability of data, the expansive reach of the internet, and the proliferation of smartphones. The topic of AI-powered crisis communication is particularly relevant in today?ÇÖs fast-paced digital landscape. In an era where crises can escalate rapidly, harnessing AI technology can empower organizations to respond swiftly and effectively. The live simulation exercise provided everyone with hands-on experience in applying AI tools to manage crisis situations?Ç¥ The two-hour session included a live simulation exercise where participants had the opportunity to apply AI-powered tools to manage a simulated crisis scenario. Participants actively engaged in the exercise, gaining practical insights into the application of AI in crisis management. CommsAdda had previously conducted two knowledge sessions on Navigating the Blurring lines between PR and marketing jointly hosted with Kunzum in Delhi and Gurgaon.

In conversation with Adgully, Sarina Menezes, Head and Vice President - Brand Marketing and Corporate Communication, Oberoi Realty, discusses about the trends in the ultra-luxury real estate market as well as the marketing strategies and campaigns that Oberoi Realty has undertaken. She also speaks about how the ultra-luxury consumer looks forward to innovative experiences, having travelled widely and being exposed to the best that the world offers. She says, ?Ç£Our penchant for Product Innovation through thoughtful designs and the ability to transform spaces and places is what makes us stand out as our unique selling proposition.?Ç¥What are the trends in the ultra-luxury real estate sector and what does the future look like?The ultra-luxury consumer desires innovative experiences. They are well traveled and exposed to the best the world has to offer which leads to the fact that their aspirational experiences are driven by a desire to own branded luxury accessories like watches, jewellery, handbags, and high-end luxury clothing to larger investments like cars, real estate, and fine dining experiences. Beyond possessions, they value a community of like-minded individuals who appreciate the finer things in life. Belonging to such a circle, spending quality time with those who share similar views, and prioritizing comfort, safety, and sophistication define their quest for an enriched life.When it comes to real estate - be it commercial offices or homes, affluent buyers seek high-end luxury projects and A+ grade offices, that offer modern amenities and exquisite designs. The shift and demand are quickly moving in the direction of a contemporary and sophisticated lifestyle that can provide a luxurious living experience. It incorporates a comprehensive approach to a complete lifestyle shift ?Çô be it in terms of fitness, hospitality services, safety, and the desire to live in an exclusive like-minded community.The foresight to conceptualize real estate projects like these requires a commitment to innovation, and constantly seeking the new. The emphasis on high-end club amenities and a focus on a healthy lifestyle aligned with the evolving preferences of the ultra-luxury consumer.What is the marketing strategy at Oberoi Realty and its marketing mix? How has its TG evolved over the years?The marketing strategy at Oberoi Realty has always been to draw the customer in which means through a Pull Strategy. And we have been at the forefront of this as we pioneered Experience Centres. The focus has always been on engaging the customer into the vision of what we want to create in terms of spaces for him to live, work, and play through a holistic brand experience at our Customer Experience Centres.The entire marketing mix of Product, Price, Place, and Promotion plays out in real estate marketing strategy. We understand the evolving tastes and demands of our customers, whether they are seeking homes, offices, or shopping experiences. This is why, Human centricity is at the heart of the relationship we build with our customers.Customers at our experience center in Forestville in Thane can immerse themselves in the biophilia design philosophy that underpins the entire project. This human-centered approach connects customers with nature through elements like light, air, and water, creating a sensory experience that resonates from the moment they enter.How has consumer behavior evolved towards this industry in this digital age and how does Oberoi Realty adjust itself to the transitioning consumer preferences, altering its marketing strategies correspondingly?Product innovation goes a long way in bolstering marketing strategies. The pandemic was an eye-opener when our homes became spaces for work, study, exercise, and play and the need for larger homes and living space emerged, which led us to design and plan larger homes with a multi-purpose room that met these needs.We also introduced the En-Suite Studio Apartments that provide privacy (for any age group) yet the need to live together with the extended family. Available only if you purchase a 3-bedroom apartment, this product is one of our desirable configurations and has been received well by our target market.At Oberoi Realty, the Customer Experience Centres are a highlight of Hi-Touch where the customer experiences a beautifully designed ready Show Apartment, allowing customers to understand space and what their future home will feel and look like.The dynamic market in India, the evolving customer and his needs, and the sheer aspirational desire to own luxury homes make it imperative for brands to present their products in the most appealing manner that resonates with the customer and stands true to its promise as part of the brand marketing and communication strategy. Add to it the digital communication channels and it makes the efforts cost-effective and far-reaching ?Çô a combination of a push and pull marketing strategy.What is the USP of Oberoi Realty? How does it differentiate itself in the luxury real estate space and what are the strategies to stand out in this sector?Our penchant for Product Innovation through thoughtful designs and the ability to transform spaces and places is what makes us stand out as our unique selling proposition. Our Architecture and Design philosophy supports us to transform locations into destinations. We are committed to creating spaces that enhance the quality of life by applying contemporary architecture, human-centered design, planned landscaping, and impeccable quality.By placing customers and their evolving needs at the center of our developments, we constantly engage in product development, be it in terms of space, design, and utility. We also believe in observing global trends and practices to adapt them to our developments. Our Integrated Developments and Mixed-Use developments at Oberoi Garden City in Goregaon and Sky City in Borivali are a testament to this.How has Oberoi Realty played an instrumental role in the promotion of the 'Urbanization' concept in India?As India's leading real estate brand, Oberoi Realty is committed to enhancing the quality of life and promoting urban sustainability. In line with this vision, it embraces the principles of New Urbanism to create integrated developments that address these challenges and provide convenient solutions for a high-quality lifestyle. New Urbanism is a movement that has gained popularity worldwide over the past few decades. It focuses on designing walkable and diverse neighborhoods that are environmentally friendly. This concept encompasses bearing positive consequences, real estate planning, development, and collaborative efforts to create vibrant communities.As a testament to our commitment to New Urbanism, Oberoi Realty has developed projects that embody these principles. Our flagship project - Oberoi Garden City (OGC) in Goregaon, Mumbai includes prime residential towers like Esquire, Exquisite, and the upcoming Elysian, International Business Park - India's first mixed-use building with A + grade officers in Commerz, Commerz II and the upcoming Commerz III. Moreover, residents of OGC have access to world-class hospitality at The Westin Mumbai Garden City, exceptional retail experiences at Oberoi Mall, and the world-class Oberoi International School, all located within the vicinity.Sky City in Borivali our Integrated Living project promises a lifestyle upgrade with the Sky City Mall, Sky City Club, and Mumbai Marriott Hotel Sky City, a 5-star hotel ?Çô all nestled within 25 acres. With our vision set on creating similar integrated developments in Mumbai and other geographies, Oberoi Realty is at the forefront of exemplifying New Urbanism in the Indian context. By prioritizing the principles of New Urbanism, we aim to transform the lives of our residents, and the neighborhood and contribute to the sustainable development of thriving communities.How does one ensure that the brand is pertinent and enticing to the changing market dynamics?While CMOs are pounded by performance metrics and measures, the essence of marketing has remained unchanged. It is still all about the needs and wants of your consumers and customers. What has changed again is context. This is where brands and marketers need to get real to stay relevant, adapt to rapidly changing consumer behaviors influenced by global events, affluence, and propensity to spend, and leverage technology to connect authentically by addressing societal and environmental concerns.As the luxury and ultra-luxury market continues to evolve, brands like Oberoi Realty stand at the forefront of innovation, anticipating and meeting the ever-changing needs of a discerning clientele. By creating spaces that seamlessly blend comfort with functionality, Oberoi Realty sets a precedent for the transformation of locations and lifestyles, reinforcing the idea that luxury is not just a product, but a holistic experience tailored to the aspirations of the ultra-luxury consumer.What are the ways the brand actively engages with the customers to build long-lasting relationships?We are privileged to have a loyal customer base who have experienced what it is to live, work, and play in an Oberoi Realty project. Some have transitioned to larger homes within Oberoi Realty, while others have been our shining brand ambassadors, for which we are grateful.The long-lasting relationships have been built with the customer and our Relationship Managers through the lifecycle of the project and until the home is finally handed over to the residents. Our Experience Centres are places where customers can visit, engage, and interact with the people who are involved in designing, planning, and building their future homes.As a brand, we believe in the long-term potential of Brand Marketing, alongside efforts toward demand generation. Digital marketing is an effective way to communicate and reach out to customers in an economical, far-reaching, quicker, and efficient manner.What is the all-encompassing strategy behind the association with Marriott?Oberoi Realty's partnership with Marriott is a longstanding one which started with The Westin Mumbai Garden City in Goregaon; followed by The Ritz-Carlton, Mumbai in Worli. Marriott International and Oberoi Realty share a common vision as a contemporary brand that extends outstanding hospitality and excellence in service. This has also led us to partner with Marriott International for two more hotels - The JW Marriott Hotel Thane Garden City in Thane and Mumbai Marriott Hotel Sky City in Borivali.How was the year 2023 for Oberoi Realty and what are the growth projections for 2024? What are the marketing activities and campaigns undertaken by Oberoi Realty this year?2023 was a year when we handed over 1000 homes to our customers in Eternia & Enigma in Mulund. Again another 150 homes at Maxima in Andheri and the ongoing nearly 1000 homes at Sky City Borivali. We also made our foray into Thane with the launch of Forestville by Oberoi Realty on Kolshet Road which has been very well received and established us as a luxurious aspirational brand in Thane.We also announced our agreement with Marriott International for the J W Marriott Hotel Thane Garden City and the Mumbai Marriott Hotel Sky City. Both hotels will transform the geography of Thane and Borivali with affluence and an elevated lifestyle choice. We are delighted and look forward to the launch of Sky City Mall this year and with the acquisition of 14 acres in NCR we look forward to our next stop in New Delhi.

Concept Public Relations India Limited (Concept PR), part of the Concept Group, an independent integrated communication group, has won the PR mandate for the esteemed Fashion Entrepreneur Fund (FEF), a venture studio that supports entrepreneurial ideas of the fashion industry and fosters a collaborative fashion ecosystem, is inviting fashion entrepreneurs to showcase their business ideas and grab the opportunity to transform their dreams into reality, with an initial investment of Rs 20 crores.Led by Mr. Sanjay Nigam and Mr. Vagish Pathak (Chairman, Fashion Entrepreneur Fund), the Fashion Entrepreneur Fund (FEF) has garnered the support of prominent key business leaders as investors, including Indian film director Karan Johar, Vinod Dugar (Honorary Consul of Malawi and Co-Promoter of RDB Group), Mr. Sandeep Jain (Director of Vega Industries Pvt. Ltd.), Mr. Gaurav Dalmia (Chairman of Dalmia Group Holdings), Mr. Sukhraj Nahar (Founder, Chairman, and Managing Director of Nahar Group), Ms. Manju Yagnik (Vice-Chairperson, Nahar Group), Mr. Prithviraj Kothari (Managing Director of RiddhiSiddhi Bullion Ltd - RSBL), Sonali Dugar (Dugar Finance & Investments Limited) and Mr. Naveen Jindal (Chairman of Jindal Steel & Power Limited). Together, they bring invaluable expertise to complement Mr. Nigam's entrepreneurial vision.The partnership with Fashion Entrepreneur Fund not only amplifies Concept PR's diverse portfolio but also solidifies its position as a leader in shaping and elevating brands. With a commitment to strategic prowess and immaculate execution, Concept PR is poised to bring its unique blend of creativity and expertise to the forefront of these prominent ventures.Mr. Ashish Jalan, Managing Director of Concept PR, conveyed his enthusiasm for the collaboration, stating, ?Ç£Concept PR is truly honored to be entrusted with the PR mandate for the Fashion Entrepreneur Fund. This partnership not only reflects our steadfast dedication to fostering success in fashion and entrepreneurship but also underscores the exceptional concept behind FEF. As a venture studio, FEF is committed to nurturing innovative ideas within the fashion industry and fostering a collaborative ecosystem. With FEF inviting fashion entrepreneurs to showcase their visionary business ideas, we are eager to leverage our expertise and creativity to enhance the brand presence of this prestigious venture. Together, we look forward to turning dreams into reality.?Ç¥Highlighting Concept PR's strategic prowess, Mr. Jalan emphasized the value addition to the company's diverse portfolio through the inclusion of the Fashion Entrepreneur Fund. He stated, "Collaborating with industry leaders not only boosts our portfolio but also provides an exciting opportunity to contribute to the success of these ventures. We are confident that our strategic insights and execution capabilities will play a pivotal role in making the Fashion Entrepreneur Fund a resounding success."Mr. Sanjay Nigam, Founder of FEF India Fashion Awards and Fashion Entrepreneur Fund, conveyed his confidence in Concept PR. He stated, "Selecting a PR partner is a critical decision, and Concept PR's stellar industry reputation, coupled with their history of successful campaigns, made them the clear choice. I have full belief in the team's ability to authentically convey the essence and vision of the Fashion Entrepreneur Fund.?Ç¥ ?Ç£Entrusting them with our 'baby' is a decision I make with absolute trust in their capabilities," affirmed Mr. Nigam. This partnership signifies the alignment of shared values and goals, and Concept PR is geared up to deploy its expertise to enhance the visibility and impact of the Fashion Entrepreneur Fund. The collaboration promises a synergy of creativity, innovation, and strategic communication that will undoubtedly set new benchmarks in the fashion and entrepreneurship industries.

The Hype Studio, a PR and digital marketing agency, has won the PR mandate for the Uttar Pradesh Kabaddi League. This collaboration marks a milestone in promoting Kabaddi as a premier sport in India, paralleling the success of other major sporting leagues.The Hype Studio, founded in 2018, has carved a niche in crafting brand narratives and digital strategies. With a portfolio that includes PR, digital marketing, and influencer management, The Hype Studio is poised to elevate the Uttar Pradesh Kabaddi league through communication strategies and engaging media advocacy."The Uttar Pradesh Kabaddi League represents not just a sport, but a cultural heritage that resonates deeply within India. We are excited to leverage our expertise in omni-channel communication to bring this vibrant sport to the forefront of the Indian sports scene. Our approach will blend creative storytelling with strategic insights to foster a strong connection between the league and its fans," said a senior management from The Hype Studio. The Uttar Pradesh Kabaddi League, a venture initiated by 1X Sportz in association with the Uttar Pradesh Kabaddi Association, aims to showcase and nurture local talent through a structured sports platform. With eight teams competing in a total of 60 matches, the league promises to be a crucible of high-octane Kabaddi action, adhering to a double round-robin format to ensure fair and competitive play.The league has been strategically developed to reflect the IPL model, offering a significant opportunity for local athletes to gain recognition and develop their skills on a grand stage. "Our partnership with The Hype Studio is crucial in creating a resonant brand identity and a compelling narrative for the Uttar Pradesh Kabaddi League. Their innovative approach and proven track record in public relations make them the ideal partner to help us realise our vision of making Kabaddi a household sport across India," said Sambhav Jain, founder of 1X SportzThe Hype Studio's focus will not only be on promoting the league but also nurturing a sustainable interest in Kabaddi, enhancing its appeal and accessibility through strategic media placements and captivating digital campaigns.

Omnicom's PR arm faced a rough first quarter of 2024, marking its third consecutive decline in revenue. The 1.1% dip comes after a 2.9% drop in Q4 2023 and a steeper 5.5% decline in Q3. This stands in stark contrast to the positive performance of Omnicom as a whole, which saw global revenue rise 4% organically in Q1.PR's struggles were overshadowed by strong growth in other areas. Advertising & media, precision marketing, experiential marketing, and healthcare all saw revenue increases. Conversely, branding & retail commerce and execution & support also experienced losses.Despite the PR group's struggles, Omnicom CEO John Wren remains optimistic. He highlights the company's ability to combine marketing and sales solutions with data-driven insights to deliver measurable results for clients. Wren also credits industry-leading tools and strong leadership for the company's new business success, which fuels his confidence in the future.Looking back, Q1 2024 marks a significant shift from the previous eight quarters of consistent PR growth. Prior to this period, the PR group enjoyed impressive gains, exceeding 4% growth in most quarters. The first quarter of 2021 stands as the last time the group experienced a decline.

Communications firm SKDK has elevated Jasmine Hooks to COO. In this new role, she will be overseeing the agency's daily operations.Jasmine Hooks, who has served as SKDK's deputy COO since 2021, has been promoted to Chief Operating Officer. In her previous role, she spearheaded initiatives in HR policy development, contract management, internal communications, employee relations, and talent acquisition. She takes over for Jacqui Newman, who is departing SKDK to pursue a new opportunity.?Ç£Jasmine's expertise and leadership have been invaluable to SKDK. Today, as we announce her promotion to the role of COO, we are deeply honoured to welcome her to the leadership team. In doing so, Jasmine becomes one of the few women of colour to helm operations at a major communications firm, a milestone we celebrate with pride,?Ç¥ said Doug Thornell.Prior to her tenure at SKDK, Hooks functioned as the Chief Operating Officer within the administration of Illinois Governor J.B. Pritzker. In this role, she oversaw the state's efforts in combating the COVID-19 pandemic, crafted an inclusive framework for diversity, equity, and inclusion (DEI), and implemented numerous policies and protocols statewide. Additionally, Hooks played pivotal roles in various capacities during the Pritzker campaign. A native of Chicago, she is an alumna of Marquette University.?Ç£I am deeply honoured to step into the COO role and immensely grateful for the trust and confidence placed in me during this new era at SKDK. I am energized by the opportunity to provide hands-on leadership in all operational facets, ensuring we continue to always put our best forward?Çöfor our staff, those clients that rely on us, and all of our external partners,?Ç¥ said Jasmine Hooks.  SKDK has offices in Washington, D.C., Los Angeles, New York City, California, etc.

UK financial services firm Buchanan Communications is joining Burson, expanding the number of brands under the new agency?ÇÖs umbrella.Buchanan becomes part of Burson immediately. The agency, which WPP acquired in 1997, provides private and public companies services including capital market advisory on transactions including M&A, and crisis and change management.Buchanan also provides a comprehensive sustainability offering, including sustainability reporting and communications, along with creative services, including brand, website design, financial marketing collateral design, and digital content. The Buchanan team serves clients across consumer, leisure and gaming; energy and renewables; financial services; industrials and infrastructure; investment companies; life sciences and healthcare; mining and metals; professional services; and technology, media and telecommunications.  Buchanan will operate as a brand within Burson along with Hill & Knowlton, GCI Health and AxiCom. The integration of Buchanan comes ahead of BCW?ÇÖs July 1 merger with sister WPP agency Hill & Knowlton into a single entity called Burson. The merger will create a $1bn PR firm that could arguably be the industry's biggest player.?Ç£Building reputation to grow brand and business value requires engagement across the full range of stakeholder audiences, including capital markets,?Ç¥ said BCW global CEO Corey duBrowa, who will be Burson?ÇÖs global CEO Burson when the merger is completed. ?Ç£Beyond strengthening financial confidence or ?Çÿinvestability?ÇÖ in an organization, managing relationships with investor audiences is crucial to optimizing and protecting a company?ÇÖs valuation and reputation. Bringing the exceptional team at Buchanan to Burson gives us immediate strength in financial communications in key international markets and the firepower to expand this expertise at scale.?Ç¥Buchanan chairman Richard Oldworth said, "The formation of Burson as the market-leading powerhouse in the global communications industry provides an exceptional opportunity for Buchanan to consolidate its leading position in London and expand its operations internationally. We share a common vision with Burson of building and protecting reputations, delivering significant value and placing our clients first, as capital markets evolve and present exciting global opportunities. Having the expansive global network and complementary skillsets which Burson provides will be of tremendous value to our existing and prospective clients."

Jaideep Manchanda, a seasoned marketing and media professional with over 17 years of experience, is set to bring his wealth of expertise to Adfactors PR as the newly appointed Vice President Digital. With a proven track record spanning various leadership roles in digital marketing and brand management, Jaideep has consistently delivered innovative marketing solutions and spearheaded successful campaigns, consumer research, events and activations across digital and offline channels for B2B and B2C brands.Graduating with an MBA in Marketing from IIM Lucknow, Jaideep has held key positions in renowned organizations, showcasing his strategic acumen and deep understanding of the media landscape. Notably, he spent significant years at Bennett Coleman & Co., where he served as the Brand Head for The Economic Times?ÇÖ new initiatives, driving go-to-market strategy for ET's podcast product- The Morning Brief and overseeing a team dedicated to monetizing ET?ÇÖs content through various platforms.During his tenure as Brand Solutions Head for Economictimes.com B2B Business at Times Internet Limited, Jaideep worked to drive the revenue mandate by conceptualization and delivery of digital brand solutions for B2B clients. Previously, he was also responsible for GTM strategy of Economictimes.com main website while owning the positioning, communication strategy, partnerships & alliances for the brand, and launching brand campaigns targeting students, women audience, MSMEs etc. ET India Inc. Boardroom, ET Campus Stars and ET Prime Women Leadership Awards are some of the successful initiatives that he launched, scaled and monetized during his tenure.Prior to his corporate roles, Jaideep co-founded a digital marketing company and scaled it while keeping it profitable and bootstrapped. He worked with clients across Fintech, Edtech, Ecommerce, Gaming, Real Estate etc while advising them on customer acquisition and retention through performance marketing across display, email, adwords, social media and programmatic channels. Jaideep started his career as a consultant with IBM?ÇÖs Strategy & Change practice and was a key member of IBM?ÇÖs APAC marketing leadership team that was responsible for execution of marketing programs for demand generation and sales growth. Throughout his career Jaideep has worked in turn-key marketing roles that created a direct impact on top-line while winning accolades and awards. In his new role at Adfactors PR, Jaideep is poised to leverage his extensive experience to drive digital strategies for Adfactors?ÇÖ existing clients and further elevate the agency's offerings and solidify its position as a leader in the industry.

Edelman has appointed Marie Claire Maalouf as the new EMEA Chief Creative Officer, following the departure of Mattias Ronge and Stefan Ronge. Maalouf, who previously served as the Middle East Chief Creative Officer at Edelman, will lead the agency's creative output across 13 markets in EMEA, including brand marketing, digital, influencer and entertainment, and will be based in the UAE.Throughout her career, Maalouf has been recognized for her work on impactful campaigns, such as 'Despair No More' for Tena, which aimed to redefine menopause for women in the Middle East. She has received numerous awards for her creative work, including Cannes Lions, The One Show, Caples, Clio Awards, LIA Awards, Dubai Lynx, D&AD, ANDYs, Warc, and Effies.Judy John, Edelman Global Chief Creative Officer, expressed her excitement for Maalouf's appointment, stating that she is confident that Maalouf's leadership will elevate the agency's work in the EMEA region.Maalouf expressed her enthusiasm for joining Edelman, stating that she was inspired by the agency's mission to build actionable brands through trust and the opportunity to work with a team of passionate creatives.AJ Hesselink, EMEA Chief Executive, expressed gratitude towards the outgoing co-chief creative officers and welcomed Maalouf's appointment, stating that she has already made a significant impact on the agency's ability to win new clients and produce important work.

Priya Dhawan has advanced to the role of Head of Communications, YouTube APAC at Google. Dhawan is a veteran in communications and public affairs, boasting more than 14 years of industry experience. She revealed her promotion on LinkedIn, stating, ?Ç£I?ÇÖm happy to share that I?ÇÖm starting a new position as Head of Communications, YouTube APAC at Google.?Ç¥Priya Dhawan has been a part of Google for over six years, holding roles such as Head of Policy & Reputation Communications for YouTube APAC and APAC Lead for Product & Policy Communications for YouTube, among others. Prior to joining Google, she spent more than five years at Edelman and also worked with 20:20 Media.

While technology is booming, storytelling remains an enduring superpower in the realm of public relations (PR). A staggering 88% of PR professionals consider it the cornerstone of successful campaigns, as it enables brands to forge emotional connections with their audience and is the magic ingredient that imbues promotional messages with meaning and resonance. This insight comes from the most recent report, Emerging Dynamics in Public Relations, by W7Worldwide, a marketing consultancy based in Saudi Arabia.PR professionals should leverage digital technology and cultivate robust connections with their audiences. Embracing this proactive strategy is essential for navigating the ongoing transformation of the industry, characterized by the digital age, an intricate media environment, and diverse consumer behaviors. Relying mostly on media outreach and crisis management has become pointless. Today's PR landscape requires fostering two-way communication, organic outreach, and evolving audience engagement. Recognizing this shift, the report highlights the significant changes in PR strategies brought about by the digital revolution. The emphasis has moved from building general connections with media to delivering targeted, audience-specific content. Modern digital PR now encompasses a broader spectrum, including influencer relations, social media management, branding, and strategic communications.The power of AIThe report further explores the transformative power of Artificial Intelligence (AI) in PR. AI integration is revolutionizing the industry, opening up new frontiers for creativity and efficiency. PR professionals are keenly aware of AI's potential, with a recent survey revealing that 20% saw it as a major trend redefining the industry.W7Worldwide report highlights the necessity of extensive learning and adaptation to successfully navigate this ever-evolving landscape. PR professionals must embrace new tools and technologies, develop the skills to wield them responsibly, stay informed about emerging trends, and commit to lifelong learning. They must also recognize the power of social media and influencers as key players in crafting impactful PR campaignsReaching the Audience Reaching target audiences in a congested digital landscape is a major challenge for public relations professionals. They need to differentiate themselves from rivals by offering promotions that no one else is offering.Storytelling with an emphasis on originality, relevance, and timeliness; using data and visions to spot opportunities and threats; and measuring the efficacy of PR campaigns were among the methods outlined in the report as ways to get over this roadblock.There had never been a media relations crisis like the COVID-19 epidemic. The report delves into the ways PR professionals rose to the challenge, using cutting-edge tactics like social media, video calls, and podcasts to forge new communication channels with journalists. These alternate approaches proved invaluable in maintaining effective communication amid social separation and lockdowns.Demonstrating ROIWith increased scrutiny on PR budgets, proving the tangible value of campaigns is crucial. The report underscores the importance of providing clear, measurable results that showcase the contribution of PR to business success and goal achievement. By quantifying the impact of PR efforts, professionals can justify budgets and secure continued investment.Sustainability StorytellingMoving ahead, the report stresses the importance of sustainability storytelling, recommending that public relations experts use engaging stories and statistics to highlight a company's eco-friendly endeavors and long-term sustainability objectives. Highlighting the impact of these efforts enhances brand recognition and resonates with eco-conscious audiences. Additionally, the report emphasizes the crucial role of data analysis in optimizing content, targeting audiences, measuring performance, and boosting online presence through SEO and social media strategies.Promising LandscapeThe research concludes with expressing optimism about the future of Saudi Arabia's PR industry. With an anticipated 7.87% growth rate from 2023 to 2028, reaching a projected market size of $2.03 billion by 2028, the digital media offers promising opportunities for the future of the industry. The key lies in striking a balance between traditional and digital approaches, enabling PR professionals in Saudi Arabia to develop effective and impactful strategies.

mPokket, India's fastest-growing loan app, today announces the appointment of Ms. Rajani Jalan as its new Director of Corporate Social Responsibility (CSR) and People Relations (PR). In her new role, Ms. Jalan will lead mPokket's efforts in developing robust CSR strategies, enhancing public awareness of the company's social commitments, and steering the brand's narrative across various platforms.Ms. Jalan's passion for CSR is deeply rooted in her belief in the power of businesses to make a meaningful impact on society. At mPokket, she is inspired by the company's existing CSR initiatives and the welfare of its employees. Her vision includes ramping up employee participation in social responsibility efforts and launching more sustainable CSR initiatives within the organization. Her approach aligns with mPokket's commitment to contributing positively to the community and fostering an ethical, socially responsible corporate culture.Gaurav Jalan, Founder and CEO of mPokket, commented, "Rajani's passion for enacting positive change aligns perfectly with our values, and we are confident that her leadership will further amplify our efforts in social responsibility. With her unique blend of creativity and dedication, we look forward to achieving greater impact and fostering a more inclusive and sustainable approach to corporate social engagement. We are confident that her leadership will not only enhance our CSR and PR endeavours but also inspire our team to contribute to our collective goals as an organisation." With a unique blend of creativity and social consciousness, Ms. Jalan brings to mPokket an impressive background as a Textile Designer from the Fashion Institute of Technology. Before joining mPokket, she carved a niche for herself as an independent designer, contributing to export houses and managing a successful cloud kitchen business. Her freelance projects have not only showcased her design prowess but also her dedication to social causes, making humanitarian work a core part of her professional journey. Speaking on her appointment, Ms. Jalan commented, "The vision and mission of mPokket resonate profoundly with my inherent drive to effect positive change through corporate social responsibility endeavours. I look forward to leveraging my unique background and experiences to implement strategies that will not only amplify our impact but also foster a more inclusive and sustainable approach to corporate social engagement, while cultivating a strong culture of philanthropy within the organisation." Ms. Jalan's appointment underscores mPokket's ongoing dedication to social responsibility and ethical practices. Under her guidance, the company aims to strengthen its position as a leader in CSR within the financial sector, fostering community well-being and promoting sustainable business practices. Additionally, her role as Director of People Relations marks a strategic transition in mPokket's organizational strategy, aimed at enhancing internal stakeholder engagement and fostering employee engagement, and ensuring the well-being of the organisational workforce.

Prosek Partners, an independent marketing and communications agency for financial and professional services, has expanded its international operations with the opening of its first office in the Middle East. The office, located in Abu Dhabi Global Market (ADGM), the international financial centre of Abu Dhabi, will serve as Prosek?ÇÖs regional hub as the firm looks to serve existing and prospective clients across the Gulf and wider MENA region.To lead the Middle East office and operations, Prosek has hired Diana Estupinan as Managing Director and Head of MENA. Diana joins from Instinctif Partners, where she served as Chief Operating Officer and Chief Client Officer for the Middle East. She has extensive experience delivering high-impact, integrated PR and IR programs for financial services and capital markets clients, as well as leading operational growth strategies, including establishing Instinctif?ÇÖs office in Saudi. At Prosek, Diana will be responsible for developing integrated communications and investor relations programs for local and international clients in the Middle East, as well as leading the firm?ÇÖs business development, hiring and growth strategy in the region.?Ç£As the regional hub for institutional finance, Abu Dhabi is a logical next step in our global expansion plan,?Ç¥ said Jennifer Prosek, Managing Partner. ?Ç£Since meeting Diana, I knew she was the perfect fit for us. Her entrepreneurial spirit, can-do attitude and industry know-how are exactly what we look for in our people. Her international experience combined with a deep local network and intimate understanding of the Middle Eastern market make her the ideal candidate to spearhead our growth in the region.?Ç¥Diana will work closely with the firm?ÇÖs London office, which boasts one of the largest financial services communications teams in the UK, to ensure a unified strategy across EMEA. Diana Estupinan, Managing Director and Head of MENA, said: ?Ç£I?ÇÖm delighted to join Prosek Partners and drive the firm?ÇÖs growth and operations in the Middle East. The firm?ÇÖs extensive client list of global financial and professional services firms is unrivalled, and the opportunity to build sophisticated communications strategies to support their growth in the region is vast. As one of the preeminent financial centres in the Middle East, ADGM is a prime location to serve these clients, and I look forward to getting started.?Ç¥  Currently advising more than $66 trillion in client assets globally, Prosek Partners serves clients across financial and professional services, including M&A advisory, asset and wealth management, commercial and retail banking, investment banking, legal, financial technology, venture capital, insurance, cryptocurrency and more.Diana began her career at communications firm Hill+Knowlton in the UAE. She holds a B.A. in International Relations from Franklin University in Lugano, Switzerland and a BSc in Government and Economics from the London School of Economics and Political Science.

BCW and Hill & Knowlton, which will merge as of July 1, 2024, to form Burson, today announced that leading financial communications and capital market advisory firm Buchanan Communications, part of WPP, will become part of Burson, effective immediately.Buchanan Communications specializes in supporting companies that require access to the capital markets to raise financing; optimize valuation; enhance reputation; and create new and lasting supporters among the investor, analyst and media communities. Founded in 1984 and acquired by WPP in 1997, Buchanan provides a fully integrated service for its publicly listed and private clients, which includes strategic counsel on relations with all capital market stakeholders, on all types of transactions (including M&A), as well as crisis and change management and all other corporate situations. Buchanan also provides a comprehensive sustainability offering, including sustainability reporting and communications, along with creative services, including brand, website design, financial marketing collateral design, and digital content.?Ç£Building reputation to grow brand and business value requires engagement across the full range of stakeholder audiences, including capital markets,?Ç¥ said Corey duBrowa, Global CEO, BCW, who will hold the same role with Burson upon completion of the merger. ?Ç£Beyond strengthening financial confidence or ?Çÿinvestability?ÇÖ in an organization, managing relationships with investor audiences is crucial to optimizing and protecting a company?ÇÖs valuation and reputation. Bringing the exceptional team at Buchanan to Burson gives us immediate strength in financial communications in key international markets and the firepower to expand this expertise at scale.?Ç¥The Buchanan team serves clients across consumer, leisure and gaming; energy and renewables; financial services; industrials and infrastructure; investment companies; life sciences and healthcare; mining and metals; professional services; and technology, media and telecommunications."The formation of Burson as the market-leading powerhouse in the global communications industry provides an exceptional opportunity for Buchanan to consolidate its leading position in London and expand its operations internationally?Ç¥ said Richard Oldworth, Chairman of Buchanan.??Ç£We share a common vision with Burson of building and protecting reputations, delivering significant value and placing our clients first, as capital markets evolve and present exciting global opportunities. Having the expansive global network and complementary skillsets which Burson provides will be of tremendous value to our existing and prospective clients.?Ç¥Buchanan Communications will be a brand within Burson together with Hill & Knowlton, GCI Health and AxiCom.On January 25th, WPP announced it would merge its two largest communications agencies, BCW and Hill & Knowlton, 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. Burson will be operational as of July 1, 2024.

Authored by - Anand Prakash, Reputation Management ConsultantJust a few years back, we experienced the biggest public health crisis in the 21st century, with far-reaching consequences for our economy, health, international relations, and sociocultural environment. The COVID-19 pandemic was the first-of-its-kind disruptive crisis experienced by mankind. The situation was new and unprecedented. There was much learning involved in navigating the crisis, especially while communicating with various stakeholders. Since then, we have displayed tremendous resilience and have scripted a strong recovery emerging from the shadows of the pandemic. Since Hon?ÇÖble Indian Prime Minister ushered the nation into the age of Amrit Kaal, the country has embodied a spirit of relentless positivity. It was then the vision of India@100 was shared with us to work towards a new dawn for the country, which will bring with it the chance to fulfil the nation?ÇÖs aspirations. Today, India finds itself in a unique position to be making history. From a world perspective, developed countries like UK, Japan, and Ireland have entered into a technical recession, and around 14 more are standing on the edge. Around 70 countries are facing debt distress, around half of them are in the high-risk zone, and 4 to 5 have defaulted since 2020. Other developing economies are showing a sluggish growth trend, even as the global GDP is expected to slip from an estimated 2.7% (FY2023) to 2.4% (FY2024). Even China is experiencing an economic slowdown having recently experienced back-to-back crises in its real estate sector.  Contrarily, India stands strong with a 7.3% GDP growth going past the International projections. India has done so amidst strong global headwinds, such as climate change, international conflicts and hostile geopolitics, energy market and supply chain disruptions, and many more.  Multiple factors, including prudent policy making, aggressive developmental initiatives, increased capital expenditure, fostering international relations, and so on have contributed to our economic growth. However, one factor stands out. For the first time ever in the history of independent India, we have a vision and a roadmap for the next 25 years, offering much clarity to the citizens on what we need to work towards as a nation. The year 2024 will be critical for India, as the nation will go on to exercise its democratic right. Irrespective of the outcome, the period of Amrit Kaal is unique and special. In my interactions with over 40 CXOs in recent times, I have observed how brands have adopted to be a part of the Amrit Kaal narrative, absorbing the spirit of positivity, by not only bringing a transformation in organizational mindset but also adopting it in their communication strategies to reflect upon the brand image. However, even at the times of high positivity, there is a need to be cautious and thought oriented. Amrit Kaal is also new and unprecedented. While it presents us with tremendous opportunities to share our stories, a blind approach may lead to unforeseen fallouts. All organizations want to continue building a stronger brand image. However, just as success cannot be guaranteed even if market conditions are right. One has to take the right steps and not take conditions for granted.As communication and reputation consultants, we are committed to helping brands across sectors, automotive, real estate, technology, finance, start-ups, energy, media, new economy, and many more to get the organizational alignment right and leverage the power of storytelling to build compelling Amrit Kaal brand stories. I am leaving you with four questions that might trigger some thought: ??      How or in what ways is your brand in Amrit Kaal? ??      While aligning your story with Amrit Kaal, what is that is unique that you are telling? ??      Other than positivity, what key emotions, say empathy, courage, pride, hope, inspiring, are central to your story? ??      How can the Amrit Kaal narrative become a part of the organization?ÇÖs change management communication? Your organization is contributing to nation-building, and in doing so, it has many stories to tell. Building brand reputation needs the right stories to be told to the right people at the right time using the right platform and tools. While stepping into the new financial year, as we collectively work in the times of Rising Bharat, the first step would be to find the right communication partner to tell your Amrit Kaal narrative to the world and help shine spotlight on your contribution to the nation?ÇÖs goal of Viksit Bharat@2047.