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

PR 24x7 marks a significant milestone by announcing Neha Gour as the company's Chief Executive Officer, effective December 3, 2024, as the company celebrates its 25th Foundation Day.Neha?ÇÖs journey with PR24x7 commenced in 2013 as a PR Executive and she has played a pivotal role in bringing transformations within the organization. Her responsibilities have included company growth, new business development, team leadership, client and media relationship management, and strategic planning.Reflecting on this milestone, Founder Atul Malikram said: ?Ç£Neha has been an integral part of PR 24x7, and her growth within the organization is a testament to her dedication and passion. Her leadership will unlock new opportunities and propel the company to greater heights. We are proud to see her take on this role and are confident in her ability to lead.?Ç¥ On her achievement, Neha Gour shared: ?Ç£It is an honor and a privilege to take on this responsibility. I am committed to continuing our journey of growth and ensuring client satisfaction remains our top priority. I have always believed that success can be achieved at any point in one?ÇÖs journey. The key is unwavering dedication to your work. This commitment simplifies even the most daunting challenges. Neha brings a comprehensive understanding of media management, corporate and brand reputation, and crisis communications. She has demonstrated a strong proficiency in developing impactful communication strategies, with a particular focus on regional markets. Her approach is multifaceted, driving new business development, integrating influencer marketing, and delivering 360-degree PR solutions. She has a Master?ÇÖs in Applied Mathematics from IET DAVV, Indore.As Neha takes the reins, Founder Atul Malikram plans to focus on spearheading their CSR initiatives and a new project, 2030KaBharat, aimed at Aimed at contributing to the fulfillment of 3 (Zero Poverty, Zero Hunger, Quality Education) Sustainable Development Goals by the UN. With this venture, he aims to bring measurable societal change and explore innovative avenues towards creating a lasting impact. Neha?ÇÖs leadership ushers in a new era for PR 24x7, with a renewed focus on growth and innovation, while its founder embarks on a mission of purpose-driven initiatives.

Authored by Atul Malikram, PR ConsultantIn the bustling world of media, where every headline competes for attention, there's a behind-the-scenes artistry at play. Behind the impactful moments of brand stories lies the intricate orchestration of Public Relations agencies. In this landscape where narratives compete for prominence, PR professionals are the unsung architects, deftly shaping perceptions and driving brand success. Navigating the delicate dance between client ambitions and the ever-evolving demands of journalists and editors, they craft stories that captivate audiences and leave a lasting impression.Let?ÇÖs dive into the fascinating world of PR agencies and uncover the art of balancing client expectations with the realities of media coverage:Bridge BuildingPR agencies act as the vital link between clients and media platforms. They skillfully navigate the differing priorities and operational constraints of both parties. This pivotal role involves translating client objectives into compelling narratives that not only align with editorial guidelines but also resonate with target audiences.Navigating Client ExpectationsClients often expect flawless execution and extensive media coverage. PR agencies work to align these expectations with the realities of media requirements. They ensure that client stories are strategically positioned to maximize relevance and enhance the brand's visibility and reputation effectively.Understanding Media DynamicsPR agencies educate clients about the intricacies of media dynamics, including clarifying realistic outcomes and emphasizing the crucial role of strategic timing in achieving impactful media coverage. By setting accurate expectations, agencies empower clients to grasp the complexities of PR campaigns. However, agencies also face challenges such as editorial space limitations, where the final decision on story publication rests with the media outlets. This necessitates agile strategies and close collaboration with journalists to maximize opportunities for coverage in competitive media environments.Budgetary ConstraintsOperating within varying budget limitations, PR agencies employ creativity and strategic planning to deliver optimal results. Despite financial constraints, they maximize the impact of media engagements through efficient resource allocation and innovative approaches tailored to client needs. However, clients often expect high-quality coverage at low costs, presenting a significant challenge for agencies. In many cases, it becomes difficult to secure extensive coverage within limited budgets, requiring careful negotiation and prioritization to achieve the desired outcomes while maintaining cost-effectiveness.Advocate Regional Narratives for broad exposureIn the aftermath of the COVID-19 pandemic, there has been a significant shift in media patterns and the guidelines governing news publication. Media outlets have adapted to new norms, altering their approaches to content dissemination and editorial priorities.In regional markets, this shift underscores the importance of tailoring stories and press releases to include local perspectives and relevant facts or figures. By doing so, PR agencies and their clients can effectively communicate the unique value propositions of their brands, services, or campaigns to journalists. This regional focus not only enhances understanding but also increases the likelihood of coverage that resonates with local audiences.In the PR industry, supporting journalists with timely quotes or data is crucial for securing media coverage. Deadlines loom large in these scenarios, underscoring the need for both clients and agencies to prioritize responsiveness and respect deadlines.Strengthening Media Partnerships through Responsive SupportClients and agencies alike must grasp the critical importance of timing in media interactions. Delays in meeting specific media requests can detrimentally impact relationships with journalists, signalling a lack of commitment or preparedness. Such lapses should be minimized to uphold positive rapport and facilitate seamless communication in PR campaigns.By adopting a proactive stance towards media engagements, both parties not only bolster their media relations but also amplify the effectiveness of brand communication strategies within a competitive media landscape. This approach ensures that messages are conveyed promptly and accurately, maximizing opportunities for impactful storytelling and fostering enduring relationships with media partners.In this competitive media environment, where every story counts, PR agencies stand as champions of impactful communication. As they continue to navigate the complexities of client needs and media dynamics, their commitment to innovation and excellence ensures that each campaign contributes meaningfully to the evolving narrative of success.DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

Authored by Atul Malikram, PR Consultant & Founder PR 24x7In an era dominated by technology, one element stands out as the true trendsetter: data. As businesses navigate the complexities of the digital landscape, the demand for data expertise has skyrocketed. In this tech-driven age, data analytics has transcended its role as a mere tool, evolving into the secret sauce that shapes audience-tailored PR strategies with tangible results.Gone are the days when data analytics was confined to the realms of consumer insights and business intelligence. Today, it plays a pivotal role in unraveling the mysteries of SEO progress, media reach, earned media, and audience behavior. The power of data lies not only in its ability to provide insights but also in its capacity to guide businesses toward finding the right solutions for their clients at precisely the right time.The Rise of Data Analytics in PR StrategiesIn the dynamic world of public relations, precision is paramount. Crafting effective PR strategies requires a deep understanding of the target audience, their preferences, and the ever-changing media landscape. Here, data analytics emerges as a game-changer, offering PR professionals a wealth of information to make informed decisions.By leveraging data analytics, PR experts can identify trends, analyze consumer behavior, and tailor their messaging accordingly. The ability to anticipate and respond to market shifts in real-time is invaluable. Whether it's adapting to changes in media consumption habits or fine-tuning communication strategies based on audience sentiment, data-driven PR approaches are rewriting the rules of engagement.Unveiling the Impact on SEO ProgressSearch Engine Optimization (SEO) is the heartbeat of online visibility. In the digital age, businesses rise and fall based on their search engine rankings. Data analytics plays a pivotal role in optimizing content for search engines, ensuring that businesses not only get noticed but also resonate with their target audience.PR campaigns heavily rely on effective SEO strategies to secure media placements and increase visibility. By analyzing keyword performance, monitoring search trends, and understanding the intricacies of algorithms, data experts can fine-tune PR content for maximum impact. This symbiotic relationship between data analytics and PR not only boosts online presence but also enhances the overall effectiveness of communication efforts.Navigating the Media LandscapeIn the dynamic world of media, understanding the effectiveness of PR campaigns is crucial. Data analytics provides a comprehensive view of media reach, helping PR professionals identify the most impactful channels for disseminating their messages. Whether it's traditional media, social platforms, or emerging digital channels, data-driven insights enable PR experts to allocate resources strategically and maximize their reach.Unlocking the Potential of Earned MediaEarned media, a coveted outcome of successful PR campaigns, is now within close reach thanks to data analytics. By monitoring and analyzing media coverage, PR professionals can identify opportunities for amplifying positive coverage and mitigating any negative sentiments. Real-time data allows for agile adjustments to PR strategies, ensuring that the earned media landscape remains favorable and aligned with organizational objectives.Meeting Client Needs in Real TimeThe ultimate goal of any PR campaign is to find the right solution for the right client at the right time. Data analytics facilitates this by providing actionable insights that go beyond traditional guesswork. PR professionals armed with data expertise can adapt and evolve their strategies in response to changing market dynamics, ensuring that their clients remain ahead of the curve.The Future of Data Expertise in PR and TechAs we move further into the age of tech dominance, the demand for data expertise in PR, Media, and Tech is expected to soar. Businesses that embrace data-driven decision-making and integrate data analytics into their PR strategies will not only stay competitive but also thrive in an ever-evolving landscape.In conclusion, data is the real deal in the contemporary business environment, and its role in shaping PR, Media, and Tech strategies cannot be overstated. The integration of data expertise is not just a trend; it's a necessity for those looking to craft impactful PR campaigns, navigate the intricate media landscape, and stay ahead in the dynamic world of technology. The future belongs to those who harness the power of data to inform, innovate, and elevate their PR and Tech endeavors.