Authored by Vandana Sandhir, Chief Client Strategy Officer, Burson IndiaSimply put, advocacy aims to influence decision-makers, policymakers and regulators to shape public perceptions on important issues. While its modern origin traces back to 1966 in the U.S. and Canada, here at home it has a deep-rooted history dating back to the colonial period. Whether it was Florence Nightingale who used advocacy to uplift modern nursing in the 1850s or an FMCG brand practicing it today to promote its sustainability goals or a not-for-profit leveraging it to raise awareness around menstrual hygiene, advocacy has certainly come a long way, but the essence of shaping public perceptions remains at the core. Interestingly and inevitably, digital advocacy is the most recent dimension to this practice. Advocacy amplifiedCOVID-19 radically changed our dependence on technology, given its power and reach. Using online platforms to voice views has its strengths, including fostering a sense of community and creating allies, thus building thought leadership over time. The highly interactive space comes with greater engagement and influence while democratising participation. Digital advocacy mobilises masses around a cause and significantly amplifies a campaign’s reach. This means you can address issues and crises in real-time, leverage social media to disseminate information and gather support faster than we could ever imagine. Think about a new policy rolling out in the morning, and within a few hours, online platforms are typically buzzing with policy experts and industry leaders sharing their opinions and analyses. Soon after, the related online communities also start debating how the announcement impacts them and news outlets publish articles and informative pieces that spread awareness. Catching the right attention for impact is key  Digital advocacy could take several forms including, but not limited to, viral campaigns, petition campaigns, social media hashtags, signature campaigns and public policy campaigns to raise awareness about important issues and drive public participation. However, amidst various stakeholders, their differing viewpoints and conflicting interests and the ability of the digital space to provide multiple points of view, the public is flooded with many opinions. This makes advocacy challenging and can even dilute the impact of a campaign. Here is a four-step guide on how to conceptualise and implement your digital advocacy strategy powerfully and successfully:First things first, identify your stakeholders Stakeholders could be like-minded groups, organisations, normative bodies or consortiums. They may be affected by the issue directly or have a strong interest in the cause or want to leave a strong impact through their opinions on different constituencies. The first step in executing an effective digital advocacy campaign is to build an understanding of the stakeholders - research existing points of view and analyse their impact on your campaign. From the vast spectrum of stakeholders, it’s important to categorise them using different metrics like their position, influence and interest. This helps us in identifying allies, supporters and influencers along with determining their engagement in the campaign. Let’s say, for upcoming state elections, the focus is on the youth, especially first-time voters. Here, getting the attention of the age group of 18-25 becomes important in addition to the relevant groups around this age group - school administrations, parents, community organisations, political parties, not-for-profit organisations and more. By identifying their level of influence, interest and position, a campaign can be tailored for maximum impact. Understanding audience behaviour – meeting of the hearts and mindsOnce stakeholder mapping is done, a close study of their behavior comes next – their beliefs, motivations and their drivers for change. This is an important step to ensure that the audience is able to relate to the experts identified as the faces and voices of your campaign – there is a meeting of minds and hearts. Adequate checks using research and AI tools provide a better picture of what the experts have said and stood for in the past. For example, when the EV revolution was gaining momentum in the country, there was a lot of apprehension. However, initiatives by the government to support EVs, which were further endorsed by experts, helped to alleviate these misgivings. Consistent communication about their potential financial and environmental benefits helped spread awareness among the masses. Today, India has a strong EV market where prominent companies and startups have a major role to play in fueling its growth. Developing a narrative that moves people  Once a deep understanding of the ‘know-think-feel’ of the audience has been established, it’s important to create a message that broadly appeals to all stakeholder audiences. The narrative focus must capture the stakeholders’ interest while staying true to the agreed point of view. With this established, the next step is to deliver the key messages in an engaging and persuasive manner. Identifying the appropriate digital channels Once stakeholders and their interests have been mapped, messaging is ready and strategy is in place, it’s time to choose the right digital channels for dissemination. Popular channels for digital advocacy include X and LinkedIn as well as experts speaking on blog posts, podcasts, panel discussions, events, fireside chats and more. Choosing the right mix of tools and tactics depends on the cause being advocated for, the target audience, campaign goals and the desired outcome.Digital coupled with traditional: Win-win combination Digital channels have successfully created a level playing field, providing equal opportunity for everyone to share their opinions and actively engage in conversations. They also serve as a catalyst to kickstart conversations and bring light to issues that need to be addressed and to facilitate change. However, they certainly cannot replace conventional advocacy – they complement the more traditional advocacy efforts. To sum upAdvocacy is one of the most powerful ways to bring about macro-level changes. The digital age has truly bolstered the traditional approach to advocacy and democratised it. Today, each click, share or comment has the potential to catalyse change. Opinions and public perceptions are shaped and influenced at lightning speed, and engagement between advocates and stakeholders happens in real-time. Digital has no doubt been truly transformative for advocacy. However, to achieve effective outcomes, a balanced approach is required, making sure that our audience is always at the heart of what we do and advocate to drive meaningful change. 

PRCA Mena, the regional arm of the largest public relations and communications association in the world, has launched a new mental health survey.The survey, first conducted during the COVID-19 pandemic, will be used to assess the current state of the industry whilst further understanding the mental health needs of communications professionals in Mena.“This is an incredibly important initiative, and now is a good time to reintroduce our industry-wide survey on the state of mental health for our industry,” said Conrad Egbert, the recently appointed Head of PRCA Mena.“The results of the survey will not only provide important insights and learnings, but most importantly, will help guide meaningful and impactful ways we can support professionals struggling with the demands of our industry. “We work in a highly pressurized and increasingly challenging environment, and recognizing, supporting and providing the necessary guide rails to enhance mental wellbeing in the workplace is absolutely critical.”The results of the survey will be released at the PRCA Mena Annual conference in Dubai next month. The PRCA Mena will also use the findings of the survey to help inform events, activations and partnerships for a year-long programme of key initiatives in 2025.

Digisha Shah, PR and brand consultant, and founder of DSPR, shares her experiences and insights on the remarkable journey of DSPR. From its inception in 2011 to its current status as a dynamic force in the PR industry, Digisha discusses the evolution of her vision, the challenges faced, and the innovative strategies that have driven DSPR's success over the past 13 years.Can you share the initial vision you had for DSPR when you started in 2011, and how that vision has evolved over the past 13 years?  When I founded DSPR in 2011, my vision was centered on making a mark in the hospitality and fashion industries, serving as a voice for brands through effective PR strategies. Over the past 13 years, this vision has expanded significantly. We've moved beyond these initial segments, exploring a broader array of media avenues, from traditional to digital platforms. Our growth has also seen the integration of various segments, such as weddings, F&B, travel, photography, and luxury. The evolution of our vision includes our foray into the wedding industry, an area we had not originally planned to explore, but one where we have built substantial expertise.What were some of the biggest challenges you faced in transforming DSPR from a one-woman venture to a team of 30 professionals, and how did you overcome them? The transformation came with its challenges, like finding and retaining the right talent, building a cohesive culture, breaking industry stereotypes, and earning client trust. We stayed true to our core values and culture, even if it meant letting go of promising talent that didn't align with our ethos. This steadfast commitment helped us attract the right kind of professionals who contributed to our growth. Emphasizing teamwork and skill development ensured high-quality output, which in turn attracted more clients and solidified our reputation for excellence.Initially, we also received a lot of discouraging comments and judgment from people for being a young, women-led team, but we ensured we gave our 100 percent to people who trusted us. In what ways has DSPR integrated traditional PR practices with digital media strategies to stay ahead in the ever-evolving landscape of PR and marketing?  We offer comprehensive services, including social media management, content creation, and collaborations. Our approach is holistic, ensuring consistent communication across all platforms—print, digital, and audiovisual. We try to capture consumer attention from every angle, making a lasting impression on their minds.How did DSPR adapt to the challenges presented by the COVID-19 pandemic, particularly in expanding into the wedding industry and adopting innovative methods like online events?During the COVID-19 pandemic, we maintained a positive outlook, which was crucial for team morale. Daily online catch-ups and fun activities kept the team engaged. We explored viable segments like the wedding industry and innovative concepts such as online events. We also brainstormed the 'workation' concept along with SaffronStays, allowing people to work from private villas, turning a challenging situation into an opportunity. This adaptability not only sustained us through the pandemic but also opened new avenues for growth.Can you discuss some of DSPR's most notable projects, such as the Taco Eating Competition with New York Burrito Company or managing Kylie Cosmetics’ launch at Mumbai Duty-Free? What made these projects stand out?The launch of Kylie Cosmetics at Mumbai Duty-Free was a groundbreaking project, marking the entry of an international beauty brand into India on an exclusive platform. We created an experiential center at the airport, allowing influencers and journalists to connect with the brand directly and get a firsthand experience of the products, resulting in extensive and impactful coverage across various media. The taco-eating competition with the New York Burrito Company was another standout project. We focused on influencer activation and made them participate in the competition before the real audience came in, thereby leveraging their vast networks to generate buzz. The event saw over 1000 participants, tripling our initial projections and establishing the competition as a valuable intellectual property for the brand.Rebranding Mumbai Duty-Free as Ospree Duty-Free was also significant. We managed a high-profile trade event in Delhi, garnering extensive coverage and leveraging LinkedIn to reach relevant audiences, ensuring the rebranding was noticed and remembered.We have worked on legacy brands like Pritam Restaurant, which has been in the F&B business for 80 years now, also Butterfly High, stemming from their iconic mother brand, Shiv Sagar. We make sure to convey their legacy stories to the public in an effective manner. How does DSPR approach building deep client relationships and crafting tailored strategies that align with each brand's unique identity and goals? Can you provide examples of how this approach has benefited your clients?  Building deep client relationships is at the heart of DSPR's approach. We see ourselves as partners, not just service providers. Transparency, setting clear expectations, and performing beyond commitments are key to our strategy. For instance, with SaffronStays, we've been partners for over five years, supporting them from their early days, and developing the 'workation' concept with them has been fulfilling for both of us. For Mumbai Duty-Free (now Ospree), we guided them through COVID-19 challenges and their subsequent rebranding. When Coppetto joined us, they were an upcoming home-grown brand with big dreams. Through our support and strategic guidance, they have grown significantly and are now one of the top gelato brands in the country. By understanding each client's vision and mission, we align our services to support their goals, resulting in long-term, successful partnerships.What future trends do you foresee in the PR and marketing industry, and how is DSPR preparing to continue its success and innovation in this dynamic field?Content generation, especially in video and podcast forms, is the future. We are already building a dedicated content team and training our current team in content marketing. Storytelling will remain crucial, with an emphasis on transparency and authenticity. We encourage brands to be honest about their stories to stand out genuinely in a cluttered market. By staying ahead of these trends and being innovative, DSPR plans to perform efficiently in this dynamic field.