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.”

In an era dominated by digital landscapes and evolving consumer expectations, the Public Relations industry finds itself at a pivotal juncture. With authenticity emerging as a cornerstone of brand-consumer relationships, the art of storytelling takes center stage. As the narrative landscape evolves, PR professionals are compelled to revisit traditional approaches. In this ever-changing landscape, the quest for authenticity becomes paramount, urging the industry to redefine its storytelling paradigms to forge deeper connections and foster genuine engagement in the digital age.Adgully reached out to some leading PR leaders to understand how they are revisiting storytelling narratives to create authenticity for the new age consumers.Jaideep Shergill, Co-Founder, Pitchfork Partners, noted, “In an age marked by abundance of information, where brands vie for attention amidst a cacophony of content, it has become imperative for the PR industry to leverage our storytelling expertise towards promoting more honest and authentic narratives. This strategic shift is even more relevant today as new-age consumers seek truth, rather than polished narratives. Any communicator in the 21st Century who caters to the younger demographic should have a detailed understanding of their audience’s thought process. They are the "King," as Marketing 101 reminds us, and our messaging needs to reflect their values and concerns; everything else will follow.”“This discerning generation is cognizant of the products and services that they use, with an inclination of avoiding products sourced unethically or manufactured through unfair labour practices. They have an ability to sift through volumes of content and select the most authentic narrative in the media that best reflects their preferences. In such a scenario, content becomes more than mere information; we as communicators must move beyond manufactured perfection and embrace real storytelling, flaws and all. Identifying a brand's unique story, prioritising transparency, showcasing positive impact, and utilising real consumer stories can be effective steps. Overall, communication should be rooted in values of the brand, and it should reflect in the narrative,” he further elaborated.Pooja Chaudhri, Executive Director, Concept PR, believes that storytelling is a potent tool to communicate something. She said, “We have grown up listening to stories and being inspired by them, even if they are untrue. For example, one story often told to emphasise that change needs to be gradual is that of a frog in a vessel that gets boiled when heat is increased slowly. We all take it as accurate, even though experiments have repeatedly shown that a frog jumps out of the vessel when the heat becomes uncomfortable, even if it increases gradually. I believe storytelling is more sequential, but adding the essence of narrative can considerably improve the impact. A narrative allows one to share different points of view, and highlight the core message. I believe that if adequately done, narrative storytelling can be a powerful tool to create authenticity for new-age consumers.”“The traditional storytelling methods of the PR industry often miss the mark with today’s consumers, who yearn for authenticity and genuine connections,” remarked Valerie Pinto, CEO, Weber Shandwick India. According to her, “To truly connect with this new-age audience, it is crucial to humanise your brand. Share behind-the-scenes glimpses and engage in authentic interactions. In the era of two-way communication, brands can no longer shy away; instead, they should embrace it. Encouraging user-generated content that mirrors diverse perspectives and experiences is essential. By involving consumers in the storytelling process, we not only build connections, but also cultivate a sense of shared ownership. After all, the heart of a brand lies in the stories it tells and the community it builds.”For Geetu Batra, PR & Communications Lead, Cheil India, the new-age consumer is Gen Z, which has just entered the workforce and, in a few years, may become the dominant consumer segment. It is important to create bespoke content that is tailored to their tastes and preferences. She noted that it is the first generation to be born into the age of social media and has a form for ever-shortening attention spans. So, narratives that lend themselves to short-format content like videos and reels will pass muster. The content needs to be visually appealing so that it doesn’t get passed over for another high-decibel video.“They are not avid platform loyalists, so do not hesitate to experiment with formats like videos, articles, and podcasts while crafting the narrative. There is no easy answer, but it pays to remember that authenticity is the byword for this generation, and sticking true to the values that we espouse is paramount at the end of the day,” Batra advised.

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.”

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges; moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.In PR conversation this week, Valerie Pinto, CEO, Weber Shandwick India, speaks in length about emerging trends expected to shape the PR industry in 2024, shedding light on the firm's focal points for the year.She further speaks about how a PR firm leveraging advanced technologies, Pinto elaborates on the firm’s crisis management and reputation protection approach for clients, insights into the evolving challenges in this domain and outlines the strategies considered crucial for 2024 and much more! Could you highlight the emerging trends and innovative strategies in the PR industry that are expected to shape the landscape in 2024? How is your firm adapting to stay ahead of these changes?In 2024, I foresee an industry-wide transformation, marked by a people-centric and humanised approach adopted by brands. Embracing diversity, equity, and inclusion, brands seek authentic connections with their audience. Furthermore, the emphasis on purpose-driven PR and Environmental Social Governance (ESG) remains pivotal, reflecting a commitment to authenticity and social responsibility. The role of technology, particularly AI and data-driven approaches, further augments these trends. Leveraging advanced analytics, brands can measure the impact of their campaigns, ensuring a seamless integration of technology for more effective and purposeful PR strategies. Thus, navigating these trends will lead to impactful campaigns, shaping the PR landscape in 2024.At Weber Shandwick, we stay true to the heart of earned media, but our commitment extends to continuous learning, investing in talent, and weaving innovation into our storytelling. Our culture prioritises continuous growth and skill enhancement. We organise several in-house skill enhancement workshops like Prepare to Lead, The Art and Science of Leadership, and PR Garage, which drive upskilling and talent management. These skill workshops cover media relations, digital marketing, content improvement, and many more insightful segments. Furthermore, webinars from industry experts, external certifications, and platforms like LinkedIn Learning empower our team for continuous learning.How is your PR firm leveraging advanced technologies such as AI, data analytics, and automation to enhance the effectiveness of PR campaigns? What role do you foresee technology playing in PR strategies in the coming year?For us embracing digital data and analytics in our business strategy has always been in our DNA, offering substantial benefits to brands. We maximise the impact of our campaigns by strategically employing advanced technologies like AI and data analytics, enhancing campaign tailoring based on demographic and behavioural data. Automated content creation streamlines diverse content generation, allowing our team to focus on strategic endeavours. Thanks to AI, we can quickly analyse large amounts of data in real-time, finding valuable insights that are crucial for successful PR strategies. In essence, our firm excels in integrating AI to streamline processes, enhancing the effectiveness, accuracy, and success of our PR and marketing initiatives.In the coming year, AI will revolutionise PR strategies by optimising content creation, enabling personalised communication, and enhancing crisis management through real-time monitoring and sentiment analysis. Advanced analytics will provide comprehensive insights, allowing constant refinement and improvement of data-driven campaigns, demonstrating true value, and shaping the future of dynamic PR strategies.Given the unpredictable nature of crises, how does your firm approach crisis management and reputation protection for clients?In today’s era, crisis is just a notification away. Social media has intensified the complexities for PR professionals – handling negative conversations, safeguarding brand reputation, and confronting the rise of boycotts or cancel culture. With information moving at a fast pace, crisis protocols and management are a must.Addressing misinformation and preserving client reputations is a significant challenge, particularly in today’s fast-paced environment where turnaround time is abbreviated. In such situations, quick decision-making becomes even more pivotal in managing and communicating through adversity.Our approach to these challenges is marked by astuteness, combining a human touch with precision and a strategic mindset. This ensures that we not only navigate the complexities efficiently but also uphold our commitment to delivering effective solutions for our clients. Our protocols are rooted in experience and prioritize training internal stakeholders for real-world impact. We equip our team with workshops that provide real-time experiences, building confidence to handle complex situations.At Weber Shandwick India, we've also developed our own proprietary award-winning crisis simulation software, Firebell, which is tailored to service varied client industries and their influencer groups. We provide clients, with not just crisis management but robust resilience and unwavering confidence.With an increasing emphasis on diversity, equity, and inclusion, how is your PR firm addressing these aspects in both internal operations and client campaigns? What steps are you taking to ensure a more inclusive representation in your client portfolio and within your organisation?At the heart of our organisational ethos lies an unwavering commitment to diversity, equity, and inclusion, seamlessly woven into our core values. Inclusion, standing as one of our four fundamental values alongside Courage, Curiosity, and Impact, is championed from the initial stages of our hiring process and throughout an employee’s tenure. With a workforce proudly comprising 66% female employees, we place a deliberate emphasis on fostering gender diversity. Internally, we cultivate diversity and inclusion through curated activities like offsites, celebrations, and sports tournaments, contributing to a workplace culture that is not only vibrant, but also deeply collaborative.Externally, we team up with clients who champion diversity and inclusion, valuing social responsibility and fair representation. Our shared values amplify diverse voices and stories in the communication realm. Our progressive collaboration with manufacturing clients like Vedanta involves promoting gender diversity in traditionally male-dominated fields through initiatives like the Hard Hat Challenge. With Abbott, we address taboos surrounding menopause, raising awareness about its challenges. Our partnership with Meta focuses on leveraging data and insights to lead impactful narratives at the grassroots level. These campaigns, among others, reflect our commitment to diversity, inclusion, and equity.How has the PR industry performed in 2023, and what has been the experience for both your firm and the broader industry throughout the year?The industry in 2023 went through a transformative phase, embracing digitalisation, data insights, and a greater focus on diversity and inclusion. These trends reshaped communication strategies, highlighting authenticity and societal impact. Collaboration and innovation became crucial, defining a landscape where success was linked to adaptability.We embraced these changes with strategic innovations and client-focused approaches. Despite challenges, we skillfully navigated them through our data-driven approach, cultural intelligence, brave ideas, and flawless media choreography. Our commitment to excellence and client satisfaction led to positive outcomes and strengthened partnerships.Anticipating the future, we envision an ongoing shift towards more humanised communication, driven by technological advancements. The PR industry’s performance in 2023 establishes a foundation for a future where the emphasis lies on earned media and in-culture communications. This convergence of technology, society, media, and culture aims to purposefully drive real value for people and communities.What are the three things you are going to focus on this year?This year, our focus centers on the following three key pillars:Measurement & Risk Framework:In today’s era, clients emphasise the measurement of the campaigns through ROI and the impact generated. We’re spearheading frameworks that move beyond superficial metrics, tracking sentiment, brand perception, and the larger impact. This ensures accountability, optimises resource allocation and elevates the perception of PR as a strategic business partner.Diversity & Inclusion:Our audiences are diverse, and we believe our voices must reflect that. We continue to foster diversity and inclusivity, from hiring our team and reflecting it in our work, to building an inclusive workplace. This actively contributes to a more equitable and representative communication landscape, leading to more authentic storytelling and deeper audience engagement.AI + Digitisation in Communication:AI isn’t here to replace us; it’s here to empower us. By leveraging AI tools for data analysis, content creation, and audience targeting, we work smarter, not harder. This frees up our creativity and strategic expertise to focus on what truly matters. Embracing digitisation is essential for navigating new channels, creating personalised experiences, and delivering measurable results, ensuring PR’s relevance in a tech-driven future.