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, Akanksha Jain, Assistant Vice President ?Çô PR and Communications, Swiggy, discusses her transition to the foodtech industry, key PR strategies, and the evolving role of communications in a content-saturated digital space. She shares insights on maintaining brand consistency, crisis communication, integrating CSR into Swiggy?ÇÖs PR efforts, leveraging data analytics to drive impactful campaigns, and more.You have recently joined Swiggy as Assistant Vice President ?Çô PR and Communications. How has the transition been so far, and what excites you the most about working with a leading player in the food delivery space?Foodtech is a fast-paced and highly evolving space and it has been an exciting journey in the last 3+ months. Swiggy has a team of very talented and dynamic professionals and the scope of PR and Communications is immense. The agile work culture and razor-sharp focus on the brand purpose is what is exciting and I look forward to building positive and impactful narratives for the brand.Swiggy has evolved into a household name in India. What are the key strategies that you?ÇÖre focusing on to enhance Swiggy?ÇÖs PR and communications efforts, and how do you ensure they align with the brand?ÇÖs mission?I am focusing on building an integrated communications strategy ?Çô one that leverages paid, owned, earned and digital media to communicate the stories across all kinds of stakeholders, including restaurant partners, consumers, delivery partners and investors. Today, reputation building needs a 360 degree approach ?Çô one that leverages various channels, and communicates/ connects with various audiences across a wide range of touch points. My objective is to build an impactful reputation management strategy so as to build Swiggy as one of the most trusted new-age brands in the country ?Çô one that is committed to make a positive impact.Today, the communications strategy is not complete without having a digital leg to it. With the digital space flooded with content, how can a communications professional ensure your brand message stands out, maintains consistency, and keeps audiences engaged across platforms?We are living in a digitally connected world where brands are fighting to get the attention of the customers, who are mostly overloaded with information across channels. For brands, having a distinct messaging that is consistent across channels is key to building a cohesive narrative and ensuring a higher brand recall. Here are some recommendations on how a communications pro can cut through the noise and keep their brand message shining:Know Your Audience Inside and Out: It is important to have an in-depth understanding of your audience- which platforms they prefer, what content works for them, what are their challenges etc. Also, brands should invest in active listening - monitor social media tools, read reviews and engage in conversations to better understand the customers?ÇÖ sentiment.Content is King, But Context is Queen: Tailor content for a specific platform. Understand the nuances of each platform and create content that resonates with its users. Leverage various formats of content- videos, images, infographics, stories etc to keep the audience engaged. Also, it is important to create valuable, consumable and informative content that resonates with the audience.Consistency is Key: Ensure your messaging is aligned to the brand tone and overall brand vision and purpose. In order to build trust and brand credibility, consistency in messaging is essential.Engage: The era of one-way communication is over. Today, brands need to be interactive and open to feedback from consumers. They are expected to be responsive and solve any issues that customers highlight quickly. Also, they should participate in conversations to build better relationships with the audience. It is also important to keep track of the engagement metrics to better understand what is working and what is not, and revisit the approach accordingly.The PR industry often requires quick action, especially in crisis situations. How do you handle crisis communication, and what?ÇÖs your approach to ensuring a brand maintains trust and transparency during challenging times?Crisis communication is a critical aspect of any communications strategy, and it requires a delicate balance of speed, accuracy, and empathy. Here?ÇÖs how I approach crisis communication to help brands maintain trust and transparency during challenging times:Preparation is Key: It is important to be prepared for a crisis before it hits you. A crisis communication plan with key stakeholders, channels and processes to be followed needs to be defined well in advance. Also, it is recommended to identify potential risks for a brand and develop strategies to mitigate the same. Also, it is good to establish strong relationships with media outlets, influencers, and other stakeholders who can help the brand communicate effectively during a crisis.Act Quickly and Decisively: In times of crisis, time is critical. In case of a crisis, the Communications team should gather all the facts and information before deciding on the communication approach and messaging.Be transparent: We live in the times of social media and it is advisable that brands do not hide or ignore a crisis. In case of a mistake, brands should acknowledge the same promptly, express empathy and also talk about the corrective measures being put into place to ensure that it does not happen again. If your brand is at fault, take responsibility and apologize sincerely. Avoid making excuses or blaming others.Leverage stakeholders and brand handles to control the narrative: Communication teams should focus on controlling the narrative. An identified spokesperson can be used to speak to the media and reinforce the brand message. Also, brand channels like the website and social media should be leveraged to share the message with a larger set.Before Swiggy, you?ÇÖve worked in PR roles across several sectors, including at BharatPe, VLCC, and MobiKwik. How have your experiences at these companies shaped your approach to PR and corporate communications strategy?I have worked across a wide range of sectors during my professional journey of 18+ years. These include technology, e-commerce, SMEs, retail and manufacturing, and fintech. Having worked in different industries gives me insights into the unique perspectives, needs, and motivations of various kinds of audiences. This also enables me to tailor the communication strategies and messages to resonate with specific groups and in turn, drive impactful campaigns.It has been more than a decade that I have worked with new-age companies and I have a great rapport with senior journalists, influencers and other Key Opinion Leaders across diverse backgrounds.Additionally, diverse experience has enabled me to see the bigger picture and understand how different industries and trends interconnect. This knowledge, in turn, helps me develop more strategic and holistic Reputation campaigns.My extensive exposure to various forms of challenging situations and crises has helped me keep a cool head in any situation. I have a problem solving approach to challenges and crises which works well.Also, having held various portfolios beyond PR and Communications and working with the best of leaders in the industry, I have an in-depth understanding of new-age tools of reputation building and management as well as driving thought leadership for brands.In your previous roles, you handled CSR initiatives as well. How do you integrate CSR into Swiggy?ÇÖs PR strategy, and what role do you believe CSR plays in enhancing the brand?ÇÖs public image?I used to lead the CSR mandate at BharatPe and a couple of other organizations in the past. CSR is an important element in the overall PR strategy as the customers today prefer brands who have a clear purpose and are committed to making social impact.In my view, CSR dovetails well with the overall reputation building for a brand. It is a great medium to reinforce the brand purpose and showcase how the brand is committed to empowering lives/ doing good to the society and not only there to sell its products.In my previous stints, I had spearheaded and forged partnerships with government bodies/ initiatives that synced well with the overall brand purpose. This helped us further build on the brand purpose and position the brand as a trusted name in the industry ?Çô one that is committed to making a positive impact to the society at large.Also, one can leverage various forms of content as well as brands?ÇÖ social channels to showcase real-life stories of how the brands?ÇÖ CSR initiatives are making an impact on the ground. This can go a long way in enhancing the brands?ÇÖ public image.Data has become integral in shaping marketing and PR strategies. How do you leverage data analytics to enhance decision-making in PR campaigns, and what key metrics do you consider most important in measuring success?Data is key to devise PR strategies in today?ÇÖs times. There are numerous ways in which we can leverage data analytics to enhance decision making in PR campaigns. These include:Real-time monitoring: Real-time monitoring helps understand the impact of a news announcement. Also, during a crisis, data analytics helps monitor online conversations and sentiment to understand public reaction and adjust communication strategies accordingly.Sentiment analysis: This is very effective both in case of a big positive announcement or a crisis. Sentiment analysis helps one understand how the positive announcement is faring across social channels (is it generating positive conversations or not). In case of a crisis, sentiment analysis over a period of time helps to understand better if the crisis communication strategy is working well.Content performance: Data on website traffic, social media engagement, and response to various forms of content helps understand which types of content resonate most with your audience.Share of Voice (SOV): Data helps measure your brand's SOV compared to competitors, identifying areas for improvement in media outreach.Measuring influencer impact: Tracking metrics like website traffic, social media engagement, and conversions helps assess the effectiveness of influencer collaborations.Some of the metrics that I have considered in the past are campaign effectiveness, messaging impact, sentiment analysis, social media engagement (reach/ impressions, etc.), impact on downloads/ website traffic, and a comprehensive metric that takes into account publication type/ reach/ circulation/ and messaging effectiveness.

Akanksha Jain has joined Swiggy as Assistant Vice President - Public Relations and Communications, as announced by Swiggy on LinkedIn.Jain brings nearly 20 years of extensive experience across leading organizations. Before joining Swiggy, she served as Head of Public Relations and Corporate Communications at BharatPe for approximately four years. During her tenure, she played a pivotal role in establishing BharatPe's brand identity and reputation. Her efforts included enhancing brand awareness, guiding BharatPe to become the first fintech to invest in a Small Finance Bank, and positioning the organization and its leaders as prominent voices within the industry.Jain also held key positions at Pine Labs, where she served as the Global Head of PR and Communications and Head of Content Marketing, spearheading international brand development efforts. At MobiKwik, she worked as Director and Head of PR and Communications, significantly contributing to the company?ÇÖs public engagement and brand image.Her tenure at VLCC saw her taking on dual responsibilities as Head of PR and Communications and Head of CSR, focusing on media relations and corporate social responsibility initiatives. Additionally, her earlier roles at HCL Technologies, John Keells Holdings, and AskmeBazaar highlight her versatility and expertise across multiple sectors.

Akanksha Jain, who served as the Head of Public Relations and Corporate Communications at BharatPe, recently announced her departure from the company after dedicating over four years to building the brand into a leading name in India?ÇÖs fintech space. In a reflective LinkedIn post, Jain shared her decision to move on, highlighting her journey at BharatPe and expressing gratitude for the team and leadership who supported her along the way.During her tenure, Jain played a pivotal role in establishing BharatPe's brand identity and reputation. Her efforts included building awareness for the company, guiding BharatPe to become the first fintech to invest in a Small Finance Bank, and positioning the organization and its leaders as prominent voices within the industry. She also steered BharatPe?ÇÖs communications during one of the most challenging crises in the startup ecosystem, reinforcing her reputation as a resilient and strategic communicator.Reflecting on her experience, Jain described her time at BharatPe as ?Ç£one of the most enterprising, challenging, exciting, and enriching years?Ç¥ of her career. ?Ç£I have had the opportunity to work with great leaders and founders who valued the role of communications and trusted as well as empowered me to deliver the best,?Ç¥ she shared. Jain?ÇÖs departure marks the close of an impactful chapter at BharatPe, where her strategic contributions have helped shape the brand's trajectory and industry presence.Jain?ÇÖs career spans nearly two decades, with rich experience across prominent organizations. Before BharatPe, she was the Global Head of PR and Communications and Head of Content Marketing at Pine Labs, where she led brand-building initiatives on a global scale. At MobiKwik, she held the position of Director and Head of Public Relations and Communications, where she significantly shaped the company?ÇÖs external engagement and brand perception. She also served as the Head of Public Relations and Communications and Head of CSR at VLCC, focusing on both external communications and corporate social responsibility. Her earlier roles at HCL Technologies, John Keells Holdings, and AskmeBazaar further solidified her expertise across diverse industries.

In today?ÇÖs rapidly evolving digital landscape, the role of smart tech and data analytics has become paramount across industries. Just as advertising and marketing have embraced these technological advancements, PR professionals are leveraging data expertise to revolutionise their strategies. The integration of data analytics is reshaping PR, media, and tech strategies, offering businesses key advantages in navigating the dynamic business environment.?Ç£With the lines of marketing with PR and communications blurring, the need to bring evaluation and due diligence to campaign strategy has been amplified by leaps. The only way to tackle this is to embrace smart technologies like AI, ML that bring the true value of ROI deep diving to extract where the money spent is really demonstrating results ?Çô be it connections or leads, media buy in, share of voice , social media trend analysis, SEO or even thought leadership positioning,?Ç¥ noted Mou Chakravorty, Associate Director - Marketing Communications, Deloitte India.AI applications also bring in ways to cut through mundane tasks, bringing automation for efficient use of talent at a time when balancing client demand, processes and people crunch have become challenging due to the fast pace digital movement, she added.Integration of data expertise reshaping PR, Media & Tech strategiesAccording to Jyotsna Dash Nanda, AVP - Corporate Communications, Dharampal Satyapal Group (DS Group), ?Ç£Data is the new PR gold. Traditionally seen as an ?Ç£art?Ç¥, PR is becoming a ?Ç£science?Ç¥ with data analysis. The integration of data expertise is revolutionizing PR, Media, and Tech strategies. Data analysis allows for smarter targeting, measurable success through campaign tracking, and crafting messages that resonate with audiences. Data shows the impact of campaigns, allowing for adjustments and resource allocation based on what's working. PR professionals armed with data expertise can adapt and evolve their strategies. This shift from intuition to data-driven insights empowers businesses to navigate the evolving landscape with a competitive edge.?Ç¥Akanksha Jain, Head - Public Relations & Corporate Communications, BharatPe, explained, ?Ç£The integration of data expertise helps PR and Communications professionals to better understand the impact created by the PR campaigns. Communication leaders can have access to data not only in terms of number of stories, but also in terms of more holistic impact like sentiment check, effectiveness in terms of messaging, tonality of the stories, and reach across locations. Today, there are tools available that can help Communication leaders understand the efficacy of a campaign or an announcement, or get a sense of what did not work for them, so they can make the required iterations.?Ç¥Ajey Maharaj, Head of Corporate Communications & PR, Fortis Healthcare Ltd, too, considered the incorporation of data analytics into Public Relations (PR), Media, and Technology strategies to be a significant shift in the way businesses strategize their communication and establish their market presence. He added, ?Ç£In an era where information is abundant and consumer attention spans are short, the application of data analytics offers businesses a distinct competitive advantage. This approach enables them to traverse the dynamic business environment with unmatched precision and foresight.?Ç¥?Ç£With the advent of AI and similar technologies, data takes the centre stage in PR like it does in many other professions,?Ç¥ noted Tanmana Rath, Lead Communications and Stakeholder Management at TERI, adding, ?Ç£In today?ÇÖs rapidly evolving PR landscape, precision is paramount. Creating effective PR strategies demands a profound understanding of the target audience, their preferences, and the dynamic media environment. Here, data analytics emerges as a transformative force, equipping PR professionals with a treasure trove of insights to drive informed decisions. The advantages are manifold. Through harnessing data analytics, PR experts can pinpoint emerging trends, dissect consumer behaviour, and tailor their messaging with precision. The ability to foresee and promptly react to market fluctuations is priceless. Whether it?ÇÖs adapting to shifts in media consumption patterns or refining communication strategies based on audience sentiment, data-driven PR approaches are reshaping the rules of engagement.?Ç¥The advantagesData-driven decision making helps Communication leaders craft a more robust and impactful strategy that can help get the required results, pointed out Akanksha Jain. Communication leaders can also be better prepared in case of a crisis as these tools can help them map the overall digital universe and observe outliers, if any. One can also understand who are media friends and which media houses are constantly publishing negative reportage about the company. ?Ç£Also, by using data analytics, Communication leaders can talk in terms of micro as well as macro-impact across a range of cohorts, and not only limit to number of stories or AVE. This resonates better with the management of a company,?Ç¥ Jain added.Fortis Healthcare?ÇÖs Ajey Maharaj listed the following key advantages and benefits:Advantages for Businesses:Targeted Communication: Through data analytics, businesses can segment their audience by demographics, preferences, and behaviours, crafting messages that resonate deeply and foster engagement.Measurable Outcomes: Data expertise allows companies to define clear, quantifiable objectives for their PR and media campaigns, evaluate performance, and fine-tune their strategies for maximum effectiveness.Strategic Decision Making: Insights derived from data analytics equip businesses with the knowledge to make informed choices, efficiently allocate resources, and stay ahead of market trends and opportunities.Benefits for PR Professionals:Enhanced Campaign Efficiency: Leveraging data-driven insights, PR professionals can pinpoint the most impactful channels and messages, leading to campaigns that not only reach, but resonate with their intended audience.Improved Crisis Management: The capability for real-time monitoring of data enables PR experts to swiftly identify and address potential issues or negative perceptions, safeguarding the brand?ÇÖs reputation.ROI Measurement: Data analytics plays a crucial role in quantifying the return on investment for PR activities, underscoring their value and supporting the case for future budget allocations.Through the analysis of data, PR professionals gain valuable insights into audience behaviour, media landscape, sentiment trends, and emerging patterns, noted TERI?ÇÖs Tanmana Rath, adding, this enables them to enhance their strategies, showcasing the tangible value of PR initiatives to stakeholders. ?Ç£Leveraging data-driven decision-making, communication experts can take a deep dive into customer behaviors, preferences, and needs. By dissecting customer data, they refine their strategies to ensure precise message delivery to the intended audience, crafting bespoke communication strategies tailored to specific demographics and timing for optimal impact,?Ç¥ she said.Highlighting the advantages, Jyotsna Dash Nanda of DS Group shared:Sharper Targeting: Traditionally, PR relied on intuition and experience to target audiences. Data analytics provides a more scientific approach. By analyzing demographics, social media engagement, and media consumption habits, PR teams can identify the exact audience segments most receptive to their message. This laser focus ensures resources are directed towards those who matter most.Content Optimization: Data analytics helps craft compelling content. By understanding what resonates with target audiences (preferred topics, keywords, content formats), PR professionals can tailor messages to generate higher engagement. This data can also reveal sentiment around certain topics, allowing PR teams to address concerns or adjust messaging accordingly.Campaign Measurement & Improvement: The true impact of PR efforts can be elusive. Data analytics offers a solution. By tracking website traffic, social media mentions, media coverage sentiment, and brand awareness metrics, PR teams can measure the effectiveness of campaigns. This data allows for adjustments and optimizations throughout the campaign lifecycle, maximizing its impact.Crisis Communication: Social media and the 24/7 news cycle can quickly turn a minor issue into a major crisis. Data analytics allows for real-time monitoring of online sentiment and media coverage during a crisis. This empowers PR teams to identify emerging concerns, respond swiftly, and shape the narrative effectively.Data-Driven Decisions: Intuition and experience are valuable assets, but data provides a powerful foundation for decision-making. PR professionals can leverage data insights to choose the most appropriate communication channels, craft stronger media pitches, and tailor messaging for maximum impact. This data-driven approach ensures PR strategies are relevant, timely, and deliver measurable results.Akanksha Jain added here, ?Ç£Data analytics empower PR professionals with a single-window view that helps them understand the challenges with reference to specific media houses/ locations that may not be reporting in line with the narrative they want to build. The leaders can accordingly focus on building relationships and try and drive a positive narrative building.?Ç¥Jyotsna Dash Nanda concluded by saying, ?Ç£In today?ÇÖs dynamic market, where audience preferences and media consumption habits are constantly evolving, data analytics equips PR professionals to navigate this complexity. By leveraging data, PR teams can develop targeted, impactful campaigns that resonate with their audiences and achieve their desired outcomes.?Ç¥

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