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) – 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

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’s 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’s 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).“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,” 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. “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,” 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.“Talking specifically about measurement in marketing campaigns, it is first important to understand PR’s 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’s recall by the marketing team has been at the 11th hour, and therefore, its intervention got restricted to ‘during’ or the ‘launch’ or ‘announcement’ 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,” 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’s 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. “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.”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“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,” says Rattan.Like other forms of communication, PR too, can never lay its claim on ROI (transaction), says Siddhartha Mukherjee.“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,” Mukherjee explains.

Part 2 - In today’s 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’s 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.“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’s media landscape, it is not just about getting mentioned, it is about getting heard,” 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’s effectiveness by prioritizing quality over quantity. “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.”Traditional PR metrics, such as AVE, measuring media articles, brand mentions, or now even “potential reach” and “impressions” 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.“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,” 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 “integrated measurement” 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. “This analysis aims to extract key insights and define the campaign’s 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,” 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.“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,” 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.“One promising emerging metric that offers a more holistic view of PR’s 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,” 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. “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,” 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’s 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.)

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’s ‘2022 State of PR’ 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 “producing measurable results” to show the value of PR within their organisations.This focus on measurement isn’t surprising. Traditionally, PR efforts were judged on less tangible factors like brand awareness or media mentions. However, in today’s data-driven world, executives are demanding concrete evidence of PR’s 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’s 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.“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,” 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.“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,” 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’s 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.“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,” she adds.“My observation is that very few within our industry are genuinely practicing and leveraging effective PR measurement,” 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.“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,” 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.“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,” adds Mukherjee.Jyotsna Dash Nanda, AVP, Corporate Communications, DS Group, reckons that traditional PR metrics lack insight into the “why” behind the “what” – 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’s 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-à-vis competition.(Tomorrow: Part 2 of this report will delve into emerging metrics for a comprehensive understanding of PR’s impact and the role of AI in measurement.)

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's 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's dynamic marketing landscape.Jyotsna 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).<img src='https://erp.adgully.me/artical_image\a379b77727dbfd4a27395d5d756dfe43.png' class='content_image'>“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.”ReferencesFarris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Prentice Hall.Kitchen, P., Schultz, D. E., & Vance, C. (2017). Measuring public relations: Techniques and applications. Routledge.Smith, P. (2020). UTM parameters: The ultimate guide for marketers. Search Engine Land: https://stackoverflow.com/questions/61640592/how-to-pass-the-search-query-to-the-landing-page-url-of-a-google-ads-searchIn an increasingly converging and integrated communication universe, this could be challenging and the metrics do overlap at times, observes Sumathi Chari, Sr. Partner & Director, PRHUB. "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," she says.<img src='https://erp.adgully.me/artical_image\f7ba3a63fcfb8ef976744348b2649ad0.png' class='content_image'>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.<img src='https://erp.adgully.me/artical_image\8cbbe92ceca4e5ebfb9f5b8e5b29f21b.png' class='content_image'>“Talking specifically about measurement in marketing campaigns, it is first important to understand PR's 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's recall by the marketing team has been at the 11th hour, and therefore, its intervention got restricted to 'during' or the ‘launch’ or ‘announcement’ 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,” 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's 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. “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.”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“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,” says Rattan. <img src='https://erp.adgully.me/artical_image\e82aa403b495c06e50a425187f67245a.png' class='content_image'>Like other forms of communication, PR too, can never lay its claim on ROI (transaction), says Siddhartha Mukherjee.“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 - a) PR Input should work towards balancing and target setting metrics such as reach, frequency, sustenance, emotion, multimedia, etc. b) preference for monthly as against quarterly planning cycle c) junking the AVE cancer d) To evaluate the visibility quotient, preference for holistic index scores as against count of articles or space...and so on,” Mukherjee explains.(Concluded)Read the first two parts here: https://theprpost.com/post/6208/beyond-buzz-why-traditional-pr-metrics-dont-tell-the-whole-story-part-1https://theprpost.com/post/6218/beyond-likes-and-shares-measuring-prs-impact-in-the-age-of-ai-part-2

In today's 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. We'll explore innovative approaches that capture a broader picture of PR's influence, encompassing brand sentiment, audience engagement, and ultimately, driving business objectives. We'll 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.<img src='https://erp.adgully.me/artical_image\1af7160453db4551954a8ff6b6a4516e.png' class='content_image'>Sharing her insights on this, she adds: “With a Media Impact Score that considers journalist clout and publication weight, you can ditch the brag sheet and focus on real influence. A Relevance Index ensures your message resonates with the right audience, while a Rank Index tracks your climb to the top of search results. 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's media landscape, it's not just about getting mentioned, it's about getting heard.”According to her, 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.According to Jyotsna Dash Nanda, these metrics and frameworks offer a more comprehensive understanding of PR's effectiveness by prioritizing quality over quantity. “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.”Traditional PR metrics, such as AVE, measuring media articles, brand mentions, or now even “potential reach” and “impressions” in isolation, do not define the actual audience reached or provide any subsequent internal engagement with your organisation, says Anup Sharma, Independent PR & Strategic Communications Consultant.<img src='https://erp.adgully.me/artical_image\e708b698f5e4345815d1a4031057072b.png' class='content_image'>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.“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,” 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, says Sumathi Chari, Sr. Partner & Director, PRHUB. The advantage, according to her, is they are more tangible compared to traditional metrics and are easier to align to desired business outcomes.<img src='https://erp.adgully.me/artical_image\b6b9fc7a212bee0a137a41c366669436.png' class='content_image'>She feels that an 'integrated measurement' 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. “This analysis aims to extract key insights and define the campaign's 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,” 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.<img src='https://erp.adgully.me/artical_image\867f5843ffc3b685b187da33d3491bfe.png' class='content_image'>“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,” he adds.AIand PR Will 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.<img src='https://erp.adgully.me/artical_image\fbab4f034452821461fb3d38283ed8f0.png' class='content_image'>“One promising emerging metric that offers a more holistic view of PR's 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,” Rattan explains.According to  Siddhartha Mukherjee, AI and tech-enabled interventions have amazing potential to upgrade the PR & measurement machinery of an organisation from a cost center to a revenue center. “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,” 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's 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.)Image by GraphicMama-team from Pixabay

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's 2022 State of PR 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 "producing measurable results" to show the value of PR within their organisations.This focus on measurement isn't surprising. Traditionally, PR efforts were judged on less tangible factors like brand awareness or media mentions. However, in today's data-driven world, executives are demanding concrete evidence of PR's 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's 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, The PR POST 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 him, 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.“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 tangible results. The intangible ones, however, are a whole different story,” 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, says Anup Sharma, Independent PR & Strategic Communications Consultant.For all organisations, Sharma reckons, it's 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.“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,” 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’s 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.“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,” she adds.My observation is that very few within our industry are genuinely practicing and leveraging effective PR measurement, opines Siddhartha Mukherjee, founder of Brand Balance, a measurement & 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.“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,” 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.“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,” adds Mukherjee.Jyotsna Dash Nanda, AVP, Corporate Communications, DS Group, reckons that traditional PR metrics lack insight into the "why" behind the "what" – 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's 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-à-vis competition.(Stay tuned for tomorrow's part, where we'll delve into emerging metrics for a comprehensive understanding of PR's impact and the role of AI in measurement.)Image by Joseph Mucira from Pixabay

As regional public relations (PR) continues to expand its influence, it brings a distinct set of strategies to the table, tailored to the nuances and preferences of local audiences. These strategies often leverage deep understanding of regional cultures, languages, and media landscapes, allowing for more targeted and impactful communication. By tapping into grassroots networks, local influencers, and community events, regional PR fosters authentic connections and builds trust within specific geographic areas, offering a personalised approach that resonates with diverse audiences.With over 100 languages, India’s diversity offers a huge potential for regional content. Couple this with the increase in literacy rate – which stands at 77.7% in 2023, an increase of 5% as compared to the 2011 census – and it is not surprising that regional media has been on a steady growth trajectory. In fact, the top two newspapers in the country in terms of circulation are Dainik Bhaskar and Malayala Manorama, both non-English publications.“People across the country prefer consuming news in their native language and to effectively communicate with such a diverse audience, we need to be proficient in regional languages – either by building expertise in-house or collaborating with regional language specialists,” pointed out Jaideep Shergill, Co-Founder, Pitchfork Partners.To leverage the reach of regional media, the approach by the PR industry needs to change. Shergill noted, “We tend to develop initial drafts and content in English, with subsequent translation into various regional languages. Things do get lost in translation, bringing inevitable gaps. Addressing this challenge requires a nuanced comprehension of the target audience and effective collaboration with vendors and associates who specialise in regional languages. For instance, a media interaction can have someone from the PR organisation who speaks the local language, thus reducing the possibility of ambiguity or miscommunication.”Other impactful measures can include building a strong regional presence, incorporation of the relevant Indian languages in PR communication, and strategies driven by the preferences and cultural values of specific regions to build meaningful and long-term connections with local audiences.Ameer Ismail, President, Lintas Live, MullenLowe Lintas Group, too, believes in the immense potential of regional PR in the ever evolving landscape of India. He observed, “Dramatically increased smartphone penetration is changing the way people in small towns and rural India consume information. The strength of regional language media and social media has brought about a huge cultural shift in consumer behaviour, especially amongst the youth of our country. Brands have realised the importance of capturing the attention of regional and rural audiences.”Ismail further said, “Our strategy for regional PR seamlessly integrates a profound understanding of local cultures, languages, media landscapes, social media trends and usage of data with the flexibility to adapt to evolving dynamics. We prioritise fostering an appreciation for local nuances, enabling us to craft authentic and impactful storytelling that deeply resonates with diverse audiences. Across our brand portfolio – from The Leela, Porsche to Paree – we have integrated regional PR into the overall media canvas seamlessly.”Elaborating on their work with SOCIAL, Ismail said that it is where teams implement tailored strategies to connect with varied regional audiences across India through hyperlocal community engagement initiatives like engaging with local artists through workshops, collaborating with local businesses and communities through initiatives like pop-up stalls, displays, etc., to garner more visibility. “Through regional PR, SOCIAL effectively communicates its brand message, values, and offerings that build brand awareness,” he added.Pooja Chaudhri, Executive Director, Concept PR, too, believes that regional PR is growing at a fair clip. “As communication experts, we advise our clients to use the best possible tools to get their message across to their customers. With increasing growth in non-metros, regional languages play a crucial role. We must ensure that PR communication strategies are customised according to the regional customers and should not be an adaptation of a broader national one. I think, we live in a time when communication must be designed bespoke. With the rapid response that any communication evokes these days, the obsolescence of messaging is a genuine hurdle that needs to be crossed regularly,” she said.Valerie Pinto, CEO, Weber Shandwick India, noted that the emergence of regional PR marks a dynamic shift in how brands engage with audiences, presenting distinctive strategies in contrast to traditional national approaches. At the core of regional PR lies a deep understanding of culture, local dialects, traditions, and cultural sensitivities, ensuring that messages resonate authentically. It is about adapting messaging, imagery, and campaigns to harmonise with local preferences and humour, ultimately enhancing brand relevance on a personal level.“But beyond just tailoring content, regional PR places a strong emphasis on community engagement. By comprehending local event landscapes and grassroots initiatives, brands can authentically participate and contribute, fostering goodwill within the community. In the realm of regional PR, it is not just about reaching an audience; it is about becoming an integral part of the community tapestry, creating connections that go beyond marketing strategies,” Pinto added.“Regional PR has always been a great way to take the message down to the grassroots,” said Tarunjeet Rattan, Managing Partner, Nucleus PR. At the same time, she observed, “However, there has been an interesting trend evolving, where the evolution of regional media and audiences has turned the tables on Metro PR. Now, when you look at integrating Regional PR into your overall plans you have to leverage it more strategically with good story pegs, rather than using it to boost your coverage docket. This signifies an overall move towards strategic integration rather than playing in the numbers game.”

The dual nature of news and social media presents a double-edged sword. While these platforms serve as valuable tools for communication and information, they are equally vulnerable to manipulation and misuse. The widespread availability of data and the ubiquity of mobile devices have democratized access to information, enabling individuals to share their opinions and perspectives more freely than ever before. However, this ease of communication also amplifies the dissemination of misinformation.With the click of a button, false narratives can reach millions of users within seconds, spreading like wildfire across social media platforms. This unrestricted flow of information, coupled with the lack of stringent fact-checking mechanisms, exacerbates the problem of misinformation. As a result, distinguishing between fact and fiction has become increasingly challenging in the digital age.According to the recent Global State of the Media survey, approximately 58% of journalists cited ensuring content accuracy as their number one priority, ranking above exclusivity.“Where there is content, there is a possibility of misinformation and disinformation existing,” noted Jaideep Shergill, Co-Founder of Pitchfork Partners, adding, “However, this concern is particularly critical in India, given that we ranked highest in a survey among experts during the recent World Economic Forum. In this complex landscape, the public relations industry can be a key player in combating or at least minimising the spread of misinformation, and technology-driven tools can serve as powerful allies in this journey.”PR practitioners are utilising various tools and strategies to tackle this challenge. One approach involves the use of advanced technology tools such as artificial intelligence and machine learning algorithms to detect and flag false information.There are some arsenals available to fight misinformation. Listing some of these, Pooja Chaudhari, Executive Director, Concept PR, said, “With newer versions of generative AI tools, verifying the accuracy of information dispensed on social media will become even more challenging. As PR professionals, we are responsible for fact-checking all information before sharing it. I believe AI, if properly used, is a great technology to help weed out misinformation. It can be programmed to check for facts faster than humans can. At the same time, we must implement a system that authenticates all information that reaches us independently from multiple sources.”Jaideep Shergill cited some key tactics, saying, “Establishing the veracity of information sources serves as the foundational step in this endeavour. Trust, but verify. Equipped with the correct knowledge, we can act as vigilant monitors, tracking and addressing misinformation across social media platforms. Collaboration with the right stakeholders, including journalists, media houses, and relevant councils can further strengthen our ability to disseminate factual data and counter false information.”He further said that more often than not, misinformation thrives on dramatic narratives to appeal to a higher number of readers, which fuels its rapid spread. But while technology is the very facilitator through which misinformation spreads, it can also serve as a tool for PR professionals.“Today, we have at our disposal a plethora of AI options, which can be effectively utilised to course correct and counter emotional appeals with robust, accurate data,” he added.Shergill cited an example to explain this, “A notable example here is the World Health Organization’s ‘EARS’ (Early AI-supported Response with Social Listening), an AI-powered tool used to monitor online conversations about COVID-19. This helped the health agency obtain a comprehensive analysis of public sentiment around the pandemic. Using this approach, it was able to identify prevalent misinformation and respond swiftly in real time to assist people with the correct information. Such large-scale social listening would have been impossible without the strategic application of technology and tools.”Valerie Pinto, CEO, Weber Shandwick India, highlighted some strategies as well, stating, “Technology-driven tools offer promising solutions to combat this issue. Leveraging monitoring and detection through social listening tools, fact-checking APIs, chatbots, and virtual assistants, as well as implementing targeted social media campaigns and engaging fact-checkers, can prove invaluable in countering misinformation. Yet, as the use of the internet continues to rise, the prevalence of misinformation is poised to grow. In such a landscape, it becomes increasingly crucial to foster media literacy. By embarking on educational campaigns that empower users to critically evaluate information online, we lay the groundwork for a more informed and resilient digital community.”Tarunjeet Rattan, Managing Partner, Nucleus PR, noted, “A Google search will throw up several tools that will be adept at giving you data that throws up chatter, sentiment analysis, and more. A task easily done by any tech/ AI expert. The difference a PR professional makes to the mix is understanding what this data means, how it impacts the brand, when and where should the brand speak to address a misinformation crisis. This, along with understanding how the information is being escalated and how to put a stop to it. The PR team needs to spend their time understanding how to use this opportunity (yes, it is one) of being in the news to demonstrate the brand’s values and strengthen its reputation.”

The start of a new year is seen as bringing in new operational efficiencies, stronger strategies, and a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand. As 2024 kicks off, Adgully reached out to some leading names in the Public Relations & Corporate Communication industry to Crystal Gaze into 2024 and speak about what will keep them busy in the year ahead.Focus Areas for PR Professionals in 2024Artificial Intelligence, Digital, Sustainability, and Innovation are some of the key focus areas that the Public Relations industry leaders will intensify their attention on this year.Dr Sarvesh Tiwari, Founder and Managing Director, PR ProfessionalsDr Sarvesh Tiwari, Founder and Managing Director, PR Professionals, listed the following focus areas for his agency:Digital Innovation and Integration: At PR Professionals, we're working on integrating AI, VR, and AR to revolutionise storytelling this year. Our focus is on seamlessly blending these technologies into our PR and content creation processes. By harnessing digital tools and data analytics, we aim to elevate our clients’ digital presence, ensuring our strategies are as innovative as they are effective.Sustainability and Social Impact: Sustainability and CSR are more than buzzwords for us; they’re a commitment. We're integrating sustainability into our client campaigns, highlighting their eco-friendly practices and social initiatives. This approach isn't just about building a positive brand image; it's about genuine responsibility towards our planet and society.Cultural Sensitivity and Diversity: As someone who grew up amidst the vibrant diversity of Bihar, I understand the importance of cultural sensitivity and equity. At PR Professionals, we're dedicated to ensuring our campaigns are inclusive and culturally nuanced. Internally, we're cultivating a diverse team to bring a plethora of perspectives, enhancing our creativity and connection with varied demographics.Archana Jain, CEO, PR Pundit Havas Red Archana Jain, CEO, PR Pundit Havas Red, stressed, “Trying to be a force for good and becoming more meaningful is something more businesses need to do. This is not just because our planet needs it, but because consumers and employees wish to support brands and organisations that are committed to people, planet and purpose. These subjects will enjoy a clear PR advantage in 2024 and beyond.”Continuing further, Jain said, “Social media is only going to get bigger in 2024 and beyond as more and more people access and get hooked on to it. It’s paramount, therefore, that we are adept at publishing original content; sharing insights; showing up in the comments; building thought leadership and employer branding on X, LinkedIn, etc. Influencer marketing and KOL collaborations are going to continue to be a critical part of the communications toolbox to tap new cohorts and amplify messages.”“The creative sector has always been driven by our unique human voices and imaginations, and that’s not going to change in 2024. But we need to harness artificial intelligence more productively. It is already helping PR professionals in terms of data analysis, consumer and industry insights, content generation and more. But in 2024, we will have to learn to steer this machine-generated intelligence more to our advantage. I believe we can overcome the shortfall in available talent and multi-task with smarter use of AI!” she added.Tarunjeet Rattan, Managing Partner, Nucleus PRContinuing to develop a deeper understanding of the interplay of AI with consumer sentiment and helping brands stay ahead of the curve top the agenda for Tarunjeet Rattan, Managing Partner, Nucleus PR.Rattan added, “We will continue to integrate technology into our work processes, which will allow us to automate grunt work, freeing up time to devote to research and upskilling.”She also intends to continue to develop editing chops, because relevance will rule the roost among all the content being churned out by AI. “The best editors will win!” she exclaimed.Aman Gupta, Managing Partner, SPAG FINN PartnersAman Gupta, Managing Partner, SPAG FINN Partners, said, “Our primary focus at SPAG FINN Partners revolves around innovation, strategic storytelling, and data-driven audience profiling for campaigns that deliver business impact. We are dedicating resources to staying ahead of emerging technologies, refining our storytelling techniques to resonate with evolving audience preferences, and leveraging data analytics to optimise campaign performance.”

In the fast-paced world of public relations, 2023 brought unforeseen challenges and opportunities for firms across the industry. Navigating a complex landscape, PR agencies showcased resilience and adaptability in their crisis management plans. The sector as a whole witnessed a paradigm shift, with firms prioritizing proactive reputation management and digital communication strategies. As part of our rewind 2023 series, Adgully spoke to a cross-section of PR and Corporate Communications leaders to understand their perspectives, strategies and their ability to evolve that has been pivotal in shaping its trajectory for the year.Approach for Crisis Management and Reputation ProtectionArchana Jain, CEO, PR Pundit Havas Red, stressed, “The backbone of crisis management has always been and will always be preparation. We work with our clients to plan for, on how to respond to and then recover from crisis events – with a view to safeguarding the company and brand’s image to minimise long-term reputational damage. We do so by pursuing pre-emptive measures like a vulnerability analysis of the business, training key stakeholders on a coordinated and timely response, outlining a media and social media communications plan, including recommended procedures, protocols, etc. Given the diversity of possible crises and the fact that every specific event will unfold differently and have varying impacts at different times, we canvas a range of generic actions that will assist management in responding to an incident. We believe in building a forward-looking approach of being prepared, build a culture of communicating proactively and develop a mindset of dynamic decision making.”Tarunjeet Rattan, Managing Partner, Nucleus PR, predicted, “In 2024, bot war and deep fakes will take up a fair amount of our time in the crisis management area. PR professionals will not only have to find a way to effectively deal with this new curveball that amplifies every small challenge turning it into a crisis but will also have to have a fair understanding of cyber laws to handle it.”Madhukar Kumar, Founder & Chief Strategist, Grey Cell PR, remarked, “In the world of PR, crises are like uninvited guests. We tackle them head-on with a blend of intuition and strategy. Our approach is to always be prepared, agile, and empathetic. We're enhancing our crisis toolkit with AI for faster issue detection and resolution, making sure we're always a step ahead for our clients.”Speaking about challenges faced by the PR industry, Jasrita Dhir, Director - Marketing and Communications, Karkinos Healthcare, said, “In the post-pandemic world and in certain sectors such as those dealing with communicable diseases/ public health, etc., there’s a real challenge of burnout that the crisis managers are dealing with, reeling under successive waves of Coronavirus and such.”Dhir further said, “In the age of misinformation and deepfakes, there’s an actual crisis to deal with as also the misinformed variant of the crisis to counter - a double whammy! In hyper-connected networks and matrix organisations, keeping the chain of command unilateral and ensuring a single communication centre is also a new challenge with regard to information leaks.”According to Dhir, the strategies crucial in 2024 re:Fact check before jumping into executionAmp up the social listening game including in the vernacular mediumLike charity, reputation building also starts at home. Image building starts with internal stakeholders; brand advocacy starts with intra-organisational human capital and these are the first line of resources to tap into during a crisis outbreak.Jyotsna Dash Nanda, AVP - Corporate Communications, Dharampal Satyapal Group (DS Group), added here, “As PR Professionals, our job is to guide, empower, and equip leadership to deal with crises of all kinds. There is no shortcut to elaborate preparation and complete collaboration with all necessary stakeholders to be able to assess necessary landmines in the crisis and provide a flexible and agile response mechanism for the organization and the senior leadership. Navigating crisis leadership presents a formidable yet indispensable facet of contemporary leadership which effective media and crisis training help hone. We proactively reach out to the senior leadership team and help them to equip themselves and prepare well. The preparation helps them to be seen as taking ownership, communicating with utmost transparency, exhibiting decisiveness, flexibly responding to evolving situations while adhering to the basic rules of communication, demonstrating empathy and support, allocating resources judiciously, and fostering collaboration. As PR professionals we derive lessons from experiences keeping a long-term outlook in mind while upholding ethical standards adeptly managing crisis communication, and prioritizing personal resilience and self-care. Crisis leadership is critical in today’s dynamic business environment and refers to the ability of leaders to effectively navigate and manage an organization or team during times of significant upheaval, uncertainty, or crisis with complete support from the communications team. Our responsibility involves making critical decisions, providing direction, and inspiring confidence in challenging situations so that communication is effective with 100% truth and giving direction on the way forward.”