We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone 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 weekly column,
PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.
In an exclusive conversation with Adgully,
Atul Malikram, Founder of PR 24x7, speaks at length about his decision to establish PR 24x7, the evolution of the PR industry—especially in Hindi-speaking markets—and the distinct approaches required for Political PR and corporate communications. He also shares insights on navigating both effectively, the unique challenges regional PR campaigns face compared to metro markets, and the major trends that will shape the future of PR and communications in India.
What made you decide to establish PR 24x7? What is your vision for the agency?The conception of PR 24x7 was rooted in the belief that PR should not be confined to Indian metro cities and a strong desire to expand the reach of brands to the regional markets of India. I wanted the brand messaging to percolate into deeper regions of our country, where brands were equipped to connect with a wider audience and to augment its presence, and the people had access to a greater number of choices as well as the knowledge to make informed decisions. My vision is to make PR 24x7 the best regional PR agency in India and ensuring Tier 2 and Tier 3 cities benefit from strategic public relations.
With nearly two decades in PR, how has the industry evolved, especially in the Hindi-speaking markets?Talking about the evolution of public relations industry, the awareness around PR was, and to some extent still, remains low. Traditional advertising and related terms such as ATL (
Above the Line), and BTL (
Below the Line), are concepts that people recognize easily and are usually familiar with, especially in the Hindi-speaking markets. However, public relations and the nature of roles relating to PR still remains elusive. However, I do find a lot more people entering and exploring the industry compared to 20 years ago, but the hotspots today still are the metro cities. We have a long way to go, and I am optimistic about it.
PR 24x7 has a strong presence across diverse sectors. What key strategies have helped build credibility in regional markets?There is one key strategy which surpasses all, and that is strong and meaningful media relations. PR in regional India cannot operate without proactive associations with media, as it is fundamental to each pivotal component that make up public relations, such as media intelligence, crisis management, sentiment analysis, and more. Our ability to maintain long-standing connections with the media has allowed us to effectively establish PR 24x7 as synonymous to regional PR excellence, which has ultimately helped us satisfy the brands we work with, independent of the sector they belong to.
Political PR and corporate communications require different approaches. How do you navigate both effectively?The strategies for Political PR and corporate communications differ significantly. In Political PR, content is the primary focus, and strategies are often shaped by personal ideologies, opinions, and public sentiment. On the other hand, corporate communications involve products, services, their USPs, brand language and messaging, and planned strategies. Understanding these distinctions help us cater both with precision and effectiveness.
With digital PR on the rise, how do you see the role of traditional media evolving in today’s communication landscape?I believe even in the era of algorithm-driven content creation economy, traditional media still remains highly relevant. The credibility and trust that newspapers and magazines have, far exceed that of online platforms. While digital media may have the advantage of rapid dissemination and consumption of information, they also make it difficult to distinguish between real and fake news.On the contrary, traditional media, especially print media was, is, and will remain an authentic and a reliable source of information.
Crisis management is crucial in PR. What are the key principles that you follow when handling brand or public figure crises?Effective crisis management in regional markets depends greatly on media intelligence, which in turn is built on proactive media relationships. A strong media network is critical to gather real time insights and crises preparedness. Our strength lies in our ability to anticipate, employ and analyze media monitoring insights, make assessments, and generate prompt, effective responses. This approach enables us to stay ahead of challenges, ensuring swift and strategic action when it matters most. We also strive to uphold transparency wherever possible and applicable.
Many brands are focusing on purpose-driven PR. How can meaningful storytelling go beyond just promotional messaging?Meaningful storytelling has the potential to turn a brand into a movement. Empowering customers and elevating them from passive consumerism to active participation, showing measurable positive impact, building trust and maintaining transparency, are few ways brands are adopting purpose-driven PR. The future belongs to authenticity, and slowly but surely, more the audience will shift towards ethical consumerism. It is an exciting time, and we are here for it!
You have worked extensively in regional PR. What unique challenges do regional campaigns face compared to metro markets?A challenge that we frequently face has to be that considering the diversity within and across regional markets, one size fits all does not work. Where metro markets are a few select and comparatively more homogenous, regional diversity calls for that extra mile to strategically tailor campaigns that resonate with the unique needs of each given region.
Another challenge is the heavy reliance on advertising, particularly for smaller publications. Since their revenue or circulation isn’t as competitive as that of metro-based publication houses, they depend significantly on advertising to sustain their operations.
Looking ahead, what major trends will shape the future of PR and communications in India?The future of PR and communications in India will be shaped by influencer marketing, especially the ones committed to a niche and authentic to their audience. Podcasts will also emerge as a key platform for delivering brand messages, and an engaging way to connect with the listeners.
As the industry evolves, assimilation will be crucial to leverage these and other ubiquitous omni-channels effectively. Transparency, sustainability, and purpose-driven PR will gain momentum, prompting a shift in campaigns towards a more local and hyper-local approach, with a stronger emphasis on creating meaningful impact.
