Authored by Ganapathy Viswanathan, Independent Communication Consultant and Chief Mentor, Roarrr Media and Public Relations. When Covid-19 shut the world down, so did most of our ways of communicating. Events disappeared, offices closed, and the usual ways of networking – whether over lunch, at a seminar, or through the media – suddenly vanished. During that quiet time, people started searching for new ways to connect. And that’s when podcasts, which had already been on the growth path, became a go-to medium. Today, podcasts aren’t just about entertainment or storytelling. They’ve become a powerful tool for public relations –  helping businesses, entrepreneurs, and even individuals share their stories in a way that feels both personal and far-reaching. What Exactly Is a Podcast?A podcast is basically a digital audio show that you can listen to anytime. Unlike traditional radio, you don’t need to tune in at a set hour. Whether you’re on your morning walk, stuck in traffic, or cooking dinner, you can play an episode when it suits you. That flexibility is one reason why people love podcasts. They slide easily into daily life, without demanding a screen or your full attention. For PR, that means your message isn’t fighting for space – it’s welcomed into someone’s routine. The Benefits of PodcastingOne of the biggest strengths of podcasting is authenticity. When you hear someone’s voice – their tone, their stories, even their laughter – it feels human. That builds a sense of trust much faster than a press release or an ad. Another benefit is niche targeting. Podcasts are often created for very specific audiences. There are shows for small business owners, fitness enthusiasts, parents, tech lovers – you name it. If you appear on the right podcast, you’re speaking directly to people who already care about your topic. That’s far more effective than broadcasting to a crowd that may not be interested. And unlike a big video production or national ad campaign, podcasts are relatively budget-friendly. With a good microphone, a quiet room, and the right message, you can reach people all over the world. How Podcasts Differ from Other InterviewsIf you’ve ever been interviewed on TV or radio, you know how short those segments can be. You’ve got a couple of minutes to get your point across before the host moves on. Podcasts, on the other hand, take their time. A conversation can last half an hour or even an hour, which gives guests the chance to explain ideas more deeply, share personal stories, and sound more human. Listeners also approach podcasts differently. They’re not flipping channels or scrolling absentmindedly. They’ve chosen to subscribe, which means they’re more open and engaged. For PR, that’s gold – you’re not just being heard, you’re being listened to. The Challenges Along the WayOf course, podcasting isn’t perfect. Standing out is tough because there are millions of shows out there. A new podcast has to find its unique voice to get noticed. There’s also the issue of consistency. A lot of podcasts start strong, but stop after a few episodes when the creators realize how much time it takes to research, record, and promote. Quality matters too – bad sound or a boring conversation can drive people away quickly. Finally, measuring the exact impact of a podcast can be tricky. You can see download numbers, but connecting that to sales or brand awareness isn’t always straightforward. Why Podcasts Stand Tall Against Other MediaDespite these challenges, podcasts bring something that other media often can’t – depth and intimacy. A social media post might disappear in an hour, but a podcast episode can be discovered months later and still feel fresh. Listeners also form a bond with the voices they hear regularly. It almost feels like friendship – like you “know” the host or guest. That’s a connection brands dream of creating. And then there’s the reach. A podcast recorded in a small city can be heard on the other side of the world within minutes. That kind of accessibility is something traditional PR channels simply can’t match. The Bigger PictureThe rise of podcasting shows that people crave more than just quick headlines or flashy ads. They want conversations, depth, and stories they can connect with. During the pandemic, podcasts filled that gap when we couldn’t meet in person. Now, even as the world has opened back up, the medium continues to grow because it offers something rare in today’s noisy media world – time and authenticity. For brands and professionals looking to build trust, share ideas, and connect with the right audience, podcasts are more than a trend. They’re one of the most human ways to do PR in a digital age. 

Authored by Ganapathy Viswanathan, Independent Communication Consultant and Chief Mentor Roarrr Media and Public Relations.The power of digital in every sphere of life is changing the way we are interacting and the way we are consuming content. Today, you need to generate fresh and interesting content to keep your target audience engaged. With the internet growth happening at a rapid pace, the power of digital has further enhanced the need for brands to be more engaging and interactive. Also, the growth of internet has also helped brands to now reach the smallest of the towns pan India.Digital PR is transforming the way brands and individuals communicate with their audiences. Unlike traditional PR, which relies on print media, television, and radio, digital PR leverages online platforms, social media, and search engines to build and manage reputations. The shift to digital has made PR more measurable, accessible, and interactive, allowing brands to engage directly with their audiences in real-time.Brands are Geared Up to Digital in PR TodayBrands have recognized the shift in consumer behaviour and are leveraging digital platforms to enhance their PR strategies. Social media, influencer marketing, search engine optimization (SEO), and content marketing have become integral to PR campaigns. Companies are now focusing on real-time engagement, data-driven storytelling, and multimedia content (such as videos, podcasts, and interactive infographics) to keep their audiences engaged. Many brands are also utilizing artificial intelligence (AI) and data analytics to track audience sentiments and optimize their communication strategies accordingly.Challenges in Digital For PRWhile digital PR offers immense opportunities, it also presents challenges. The fast-paced nature of digital media means brands must be constantly active and ready to respond to crises in real-time. Misinformation and fake news can spread rapidly, potentially damaging a brand?ÇÖs reputation. Managing online reputation, handling negative feedback, and ensuring credibility in the age of viral content are crucial challenges. Moreover, with so many digital platforms available, brands must tailor their messaging for different audiences while maintaining a consistent brand voice.Can Digital Be More Effective Than Traditional Media?Digital PR is proving to be more effective in many ways due to its measurable outcomes and wider reach. Unlike traditional media, which often relies on one-way communication, digital platforms allow for two-way interaction, enabling brands to directly engage with their audience. Additionally, digital PR is cost-effective and provides real-time analytics, helping brands refine their strategies based on performance metrics. However, traditional media still holds credibility, particularly in certain demographics and industries, making an integrated approach the most effective PR strategy.Nurturing and Training Talent in the Digital eraPR agencies are rapidly adapting to the digital landscape by upskilling their teams in digital marketing, social media management, and data analysis. Many agencies are offering in-house training programs, workshops, and certifications to keep their employees updated on the latest trends and tools in digital PR. The rise of AI and automation in PR has also led agencies to focus on analytical and strategic thinking, ensuring their teams can interpret data effectively and create compelling narratives. Additionally, agencies are investing in hiring digital-native professionals who understand the nuances of digital communication.Digital and its growth in next 10 yearsThe future of digital PR is expected to be even more dynamic and data-driven. With the increasing role of AI, PR strategies will become more predictive, helping brands anticipate crises and trends before they happen. The use of immersive technologies such as augmented reality (AR) and virtual reality (VR) will redefine brand storytelling, making PR campaigns more engaging. Additionally, decentralized platforms and blockchain technology might enhance transparency in digital PR, combating misinformation and improving trust. As digital ecosystems evolve, personalization and hyper-targeting will play a key role in how brands communicate with their audiences.To summarise, digital PR is revolutionizing how brands connect with their audiences. While it brings challenges, it also offers unprecedented opportunities for engagement, storytelling, and brand-building. By embracing innovation and staying adaptable, brands and PR professionals can harness the true power of digital to shape public perception and drive meaningful conversations.

From CrowdStrike?ÇÖs update snafu to Disney?ÇÖs Nullbulge nightmare, recent headlines underline a critical truth: technical glitches and cyber attacks can erupt in a PR inferno. But fear not, fellow communicators! In this feature report, Adgully delves into the art of crisis communication, equipping you with the strategies and tactics to navigate even the stormiest PR waters. Learn how to build trust, mitigate damage, and emerge stronger from the other side.What are the key takeaways from both the incidents?Thorough testing and validation processes are crucial before deploying software updates, especially in critical systems like cybersecurity, says Bhaskar Majumdar, Co-originator, CommsAdda. ?Ç£Robust cybersecurity measures and continuous monitoring are essential to detect and mitigate breaches promptly, ensuring customer data protection. Effective communication strategies during such crises are vital to maintaining trust and transparency with stakeholders,?Ç¥ he says.Reflecting on the incidents involving CrowdStrike?ÇÖs software update glitch and Disney?ÇÖs data breach by Nullbulge, several pivotal lessons in crisis management emerge, says Priya Sharma, Co-Founder, PRZSM Communications. Firstly, she adds, these events underscore the necessity of robust crisis management plans.?Ç£Preparation enabled both companies to swiftly mitigate the impact. Secondly, the importance of transparent communication cannot be overstated. The timely updates from CrowdStrike and Disney played a crucial role in maintaining trust and controlling the narrative. Additionally, rapid response efforts were vital; CrowdStrike?ÇÖs swift identification and rectification of the glitch, and Disney?ÇÖs immediate actions to secure compromised data, were key in managing these crises. Lastly, these incidents remind us of the importance of learning from experiences. By conducting post-crisis analyses, organisations can identify vulnerabilities and refine their strategies, ensuring they are better equipped for future challenges,?Ç¥ Sharma explains.Effective crisis management in the digital age requires a combination of preparedness, rapid response, clear communication, and sensitivity towards affected parties, says Deepak Jolly, Founder and Director, Consocia Advisory.?Ç£Learning from incidents like CrowdStrike?ÇÖs software glitch and Disney?ÇÖs data breach helps companies enhance their crisis management strategies. This involves having detailed pre-crisis management strategies, including robust training and simulations drills, crisis communication plan, balancing transparency with sensitivity, and continuously improving policies and procedures. By adopting these best practices, companies can better navigate crises and maintain trust with their stakeholders,?Ç¥ Jolly adds.Deepak Jolly takes a look at what both companies did to resolve the crisis.CrowdStrike?ÇÖs Software Update GlitchIncident Summary:What Happened: CrowdStrike, a cybersecurity firm, released a software update that caused system disruptions for their clients. Microsoft, which is helping customers recover, said in a blog post they estimate that CrowdStrike?ÇÖs update affected 8.5 million Windows devices.Nature of the Issue: The update led to unexpected system behaviour, affecting clients?ÇÖ operations severely.The Impact:Reputation Loss: CrowdStrike?ÇÖs reputation as a reliable cybersecurity provider was tarnished. Clients trust cybersecurity firms to prevent disruptions, not to cause them.Financial Loss: The glitch likely resulted in operational downtime for clients, leading to potential financial losses and compensation claims.Client Trust: Trust is crucial in cybersecurity. The incident eroded client confidence and could deter potential clients.The Response:Immediate Communication: CrowdStrike quickly acknowledged the issue and provided frequent updates.Technical Resolution: They worked swiftly to roll back the problematic update and restore normal functionality.Client Support: Offers support to affected clients to minimize the disruption.Disney?ÇÖs Data Breach by NullbulgeIncident Summary:What Happened: Disney experienced a data breach by the hacker group Nullbulge, compromising sensitive information. Nullbulge claimed responsibility for leaking over 1.2 terabytes of internal communications.Nature of the Breach: This breach allegedly includes sensitive information about upcoming projects, advertising campaigns, and even employee data.The Impact:Reputation Loss: Disney?ÇÖs ability to protect customer data was questioned, undermining customer trust.Financial Loss: Financial repercussions included legal fees, fines, and compensation for affected clients, channel partners and other stakeholders, as well as costs to enhance security measures.Customer Trust: The breach could lead to a loss of customers, impacting brand loyalty and market position.The Response:Timely Disclosure: Disney promptly informed affected stakeholders and the public.Collaboration with the Authorities: Worked with law enforcement and cybersecurity experts to investigate and secure systems.CrowdStrike Falcon?ÇÖs outage has significantly impacted businesses worldwide, says Ganapathy Viswanathan, independent communication consultant. Typically, he adds, technology crises are temporary and soon forgotten, but this incident has resulted in substantial losses for many companies. It exemplifies crisis management in the tech industry, he adds.?Ç£While some may mistakenly associate CrowdStrike Falcon with Microsoft, it is crucial to note that Microsoft?ÇÖs reputation is also affected. CEO Satya Nadella has responded on social media, stating that they are providing technical guidance to restore the system. Transparency is essential now. Clearly stating the problem and providing a solution can prevent speculation and reassure the public. Setting up a dedicated helpline for technical support and monitoring online platforms to address queries promptly will also be beneficial,?Ç¥ Viswanathan adds.Best practicesWhat are the essential elements or best practices of an effective crisis management plan in the digital age?Priya Sharma is of the opinion that an effective crisis management plan in today?ÇÖs digital age must be comprehensive and dynamic. She suggests that it is crucial to have a dedicated crisis communication team with clearly defined roles and responsibilities. This team, she adds, should utilize advanced monitoring tools to detect potential issues early, allowing for proactive measures.?Ç£Developing clear communication protocols ensures both internal and external messages are consistent and accurate. Engaging key stakeholders with regular updates and addressing their concerns promptly is essential. Preparing media statements in advance and designating spokespersons for press interactions help maintain a unified message. Regular crisis simulations and training sessions keep the team prepared and responsive. Post-crisis evaluations are equally important, as they allow organisations to identify strengths and areas for improvement, ensuring the crisis management plan evolves and improves continuously,?Ç¥ she says.In today?ÇÖs digital age, says Bhaskar Majumdar, effective crisis management plans must encompass key elements and best practices.Preparation and Planning: For instance, CrowdStrike?ÇÖs incident highlights the critical need for thorough testing and validation before rolling out updates to vital systems.Timely Response and Communication: An example is Disney?ÇÖs swift and transparent handling of the Nullbulge data breach, demonstrating the importance of promptly informing and maintaining transparency with affected parties.Transparency and Accountability: Equifax?ÇÖs data breach serves as a cautionary tale, illustrating the severe consequences of delayed disclosureTransparency with sensitivityHow can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?According to Bhaskar Majumdar, companies can balance transparency with sensitivity to affected parties during a data breach or technical crisis by:Promptly disclosing the incident with clear and factual information.Acknowledging the impact on affected individuals or customers.Providing regular updates on the investigation and remediation efforts.Offering support and resources to those affected, such as identity protection services.Respecting privacy by not disclosing unnecessary details that could further compromise security or cause undue alarm.According to Deepak Jolly, essential elements of an effective crisis management plan in the digital age are:Pre-Crisis PreparationRisk Assessment: Regularly assess potential vulnerabilities and threats within the organization.Training and Simulations: Conduct regular drills and training for employees, including both technical response and communication strategies.Crisis Communication Plan: Develop a comprehensive plan that includes:Designated Spokespersons: Identify key personnel to communicate with the public and media.Communication Channels: Establish primary and backup channels (e.g., social media, press releases, customer emails).Messaging Framework: Create templates and guidelines for consistent messaging.Incident ResponseImmediate Action: Quickly contain and mitigate the issue to prevent further damage.Internal Coordination: Ensure seamless communication among internal teams (IT, legal, PR, customer support) for a unified response.External Communication:Timely Updates: Provide frequent, transparent updates to stakeholders.Clear Language: Use plain language to communicate with non-technical stakeholders.Own the Mistake: Acknowledge the issue and take responsibility.Post-Crisis ManagementEvaluation and Learning: Conduct a thorough post-mortem analysis to understand what went wrong and how to improve.Policy Updates: Revise and strengthen policies and procedures based on lessons learned.Customer Support: Offer ongoing support and remediation to affected customers.Balancing Transparency with SensitivityClear and Honest Communication:Timely Updates: Provide regular updates as the situation evolves.Avoid Jargon: Communicate in plain language for better understanding.Acknowledge Mistakes: Own up to errors and explain corrective measures.Sensitivity to Affected Parties:Personalized Communication: Reach out to affected customers individually when possible.Support Services: Provide resources such as hotlines, FAQs, and compensation if applicable. Offer support like free credit monitoring or identity theft protection.Privacy Considerations: Ensure that communication respects privacy and does not disclose further sensitive information.Balancing Act:Transparency: Be open about the nature and extent of the breach or glitch without causing unnecessary panic. Provide facts and avoid speculation.Sensitivity: Show empathy and understanding towards affected individuals and their concerns.How can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?Best Practices in Crisis CommunicationProactive Monitoring: Utilize tools to monitor for potential issues and respond before they escalate.Unified Messaging: Ensure all communications are consistent and come from authorized spokespersons.Stakeholder Engagement: Keep all stakeholders informed and engaged throughout the crisis. This includes employees, customers, partners, and regulators.Crisis Team: Have a dedicated crisis management team with clear roles and responsibilities. This team should be trained to handle various crisis scenarios.Post-Incident Review: Conduct a comprehensive review and update the crisis management plan regularly. Learn from each incident to improve future responses.Balancing transparency with sensitivity during a data breach or technical crisis is crucial for maintaining trust and credibility, says Priya Sharma. ?Ç£Timely disclosure is essential; affected parties should be informed as soon as possible with clear and concise information about the incident and its impact. Demonstrating empathy towards those affected and offering support and resources helps manage the situation effectively. Ensuring all communication is accurate and factual avoids speculation and misinformation. Regular updates on the progress of resolution efforts maintain transparency. Respecting the privacy of affected individuals is also important, avoiding unnecessary disclosure of personal information. By following these strategies, companies can effectively address concerns while maintaining a positive relationship with their stakeholders,?Ç¥ Sharma adds.Priya Sharma feels that social media plays a vital role in crisis communication, offering both challenges and opportunities. Companies can leverage social media effectively by providing real-time updates, keeping stakeholders informed and engaged.?Ç£Engaging with the audience by responding to queries and concerns promptly demonstrates responsiveness and care. Monitoring social media sentiment helps gauge public reaction and adjust communication strategies accordingly. Consistency in messaging across all social media channels is crucial to avoid confusion and maintain credibility. Honesty and transparency in social media communications, addressing issues directly, and acknowledging mistakes when necessary are also critical. By implementing these strategies, companies can effectively manage crises in the digital age, maintaining trust and minimizing reputational damage,?Ç¥ she concludes.

Authored by Ganapathy Viswanathan, Independent Communication ConsultantPR had enough struggle for both respectability and clarity of purpose, but the industry has clearly overcome that today and every brand is very closely embracing with PR as an important communication tool when they draw their overall marketing plan for their company and their respective brands. Clients must be now more open to try and explore new avenues in PR and will be looking at more innovative ways to explore Public Relations especially in today?ÇÖs digital world.  The year 2023 saw more openness and embracing of brands with PR and it looks like 2024 will drive many clients to examine and explore PR closely in their annual marketing plans. I personally feel we may not see any major shift in 2024 as some of the challenges in the area of talent and content creation will continue to bother the industry. Agencies will have to beef up their technology set up and operations with the right talent so that they can manage clients and meet their expectations set.So, what can agencies and do and how can clients collaborate better with their PR partners and get their best for their brands from a communication point of view. And let us examine how PR can bring in that value and differentiation for the brands for them to leverage this communication tool.I think you cannot build a strong reputation for your brand without PR. To achieve the trust and credibility for your brand there is no other communication tool other than PR. Yes, it is a slow process and it takes time but once your brand establishes the credibility it will stay for a very long time unless something really goes wrong with the brand.PR can help both reputed brands and start up business to build their reputation. Some kind of self-belief should be instilled in the stakeholder?ÇÖs mind to make them believe that PR works. This can only happen once you explore that channel with a clear clarity of thought.Adaptability is possible when you think of PR. A PR campaign can work in synergy with advertising or any other 360-degree communication. While your messaging should be within the broad pillars of the advertising campaign but you have the freedom to deviate and have different approach to reach your audiences so long as the core messaging is same.Your credibility quotient has more weightage as PR is built through third party endorsements. Consumers and your end audiences tend to believe more on messages delivered by journalists than the paid advertising campaign that is planted in various media.Brands in any case do invest a lot when it comes to advertising and promotional campaign. So, as compared to that PR investments are less but you need to have a clear thought process as to what will be the role of PR and how you will leverage it with your main campaign. The perfect orchestration and the clarity between the both will bring in results.Brand building is a continuous process. Running an advertising campaign in long bursts will always be a challenge keeping in mind the exorbitant media costs and cash outflow. Hence you will be only able to run in short bursts by taking breaks. But with PR you can keep continuing the efforts as the cost you entail will be comparatively low and you can be present in the media with being out of sight.In today?ÇÖs dynamic media landscape especially after the advent of social media the need of online reputation has become very pivotal. So, you cannot ignore from your brand being trolled and you need to be agile and alert to take the remedial action in case your brand gets some negative publicity. Hence, the need of PR comes into play for brands to embrace it.Education and creating awareness about the role of PR should keep happening. The more we run seminars and panel discussion this will not reach the desired audiences. IMAGEXX summit a PR conference from Adgully which is in the fourth year is one of the best platforms to preach and educate as to how brands can benefit from the power of PR.PR is now the most spoken about communication tool as more and more brands are embracing with lot of confidence. Clients have witnessed results in building the credibility of their brands. As we move forward the PR landscape in India is undergoing a fascinating metamorphosis, driven by a dynamic fusion of digital innovation and more emphasis towards influential marketing.While growth depends on several internal and external factors but the intent shown by many clients both brick and motor and the startups are a good sign for the communication industry. Network companies should use their global expertise and knowledge to widen the canvass for PR being an important communication tool for brands to continuously engage with and build their brands.

Authored By: Ganapathy Viswanathan, Independent Communication Consultant The technology buzz has been around in the PR space for over last two to three years with everyone talking about AI and ML. While everyone is talking about AI and ML and its profound impact on PR one is not sure if everyone in the business is able to leverage the technology tools to the best of their advantage. One of the other reasons that technology is giving the desired boost and encouragement to PR professionals is the rapid penetration of internet and social media which today is the real time go to platform channel to create that rapid awareness and visibility for the various narratives.  The year 2024 will be revolutionised by these advanced technologies as we will see data collaborating with technology tools to give some great analytics which can be used in culling out insights for your PR campaign. If approached  properly with the right tools and talent the AI and data analytics can dwell deeper on your insights and help in spotting your audience behaviour and predict their trends and preferences. With the help of these behavioural study brands will be able to hyper- personalise the content across a spectrum of audience. Here the targeted messaging will also help in reducing your media wastage and cost and you will be able to attain quality reach.  Data and insights will play a major role and are going to be very critical in drawing forceful PR strategies. Innovation and strategic storytelling with strong narratives backed by technology will help in crafting very focussed messaging. Which is where we may see the role of ML and AI coming into play to help in leveraging the data used more intelligently. So, technology will be crucial for agencies to gear up and get their talent in place to meet the client demands. Clients will expect more insights, sharp messaging and data driven audience profiling to reach the right audiences. Today with technology you are be able to craft your messaging and automate your press release dissemination, managing social media which helps the PR professionals to avoid some of the mundane operational activities. Instead, they can now focus more on the client?ÇÖs requirements and be more proactive in providing some strategic inputs for the brand and add value to the campaign management. More importantly technology will play a pivotal role in managing social media where you need to fight crisis and as we all know these days crisis erupts fast and spreads fast. With real time engagement happening more intensely the need of robust technology tools should be provided for the teams to closely monitor the news happenings.  Here are my thoughts on how one can leverage technology:1.    First and foremost, you have to scale up the skill sets in your organisation. Continuous training and mentoring needs to be imparted to use the available technological tools. 2.    Investment in manpower goes without saying and getting the right skills who have the aptitude to learn and grow with the organisation is a must. 3.    Get your client into confidence on your technology skills so that he will be able to trust you and collaborate well and get the best out of the agency. 4.    Clients must respect the agency efforts and encourage the agency both in terms of giving the right brief and also remunerating the agency well in bringing and using technology.   5.    We can talk about technology endlessly but what is more important is to have the latest in technology and keep updating the same. 6.    While technology is a great enabler one still needs to bring and think on ideas which will what will drive innovation and differentiation to your communication strategy. 7.    There will be plenty of data that will be floating but it is that knack to leverage this data using technology is what is important. Will therefore need the right talent who will be able to read and understand data very well. 8.     The influencers world is growing and they are becoming more important ambassador for many brands. They should also be well versed with the latest technology to bring speed in real time engagement. 9.    I would also recommend a strong IT team in the organisation to collaborate well with the PR professionals so that there is minimum glitches and down time on the tech aspect. 10. Even on the digital media front you need to be well equipped and staffed so that your technology ideas can be seamlessly executed.  The digital disruption has forced many organisations both at the agency and client end to be beefed up with technological solutions. The future as they say will be driven by technology a lot and hence adapting to newer technology will be top on the agenda for companies to move faster and give the best business and strategic solutions to clients. Today a brand reputation hinges a lot on online media and that is where technology will come to play a lot. And actually, the advent of technology has now put PR into a different pedestal to deliver a lot more that will help clients to safeguard their brand reputation and bring in more intense engagement with their audiences.