In an exclusive interaction with PR Post, Sabarinath M, Founder and Managing Director of Passion 4 Communication (P4C), speaks at length about his transition from a journalism background to founding Passion 4 Communication. He discusses the initial challenges faced while setting up P4C and his approach to storytelling in PR to ensure it resonates with diverse audiences across various platforms. He also shares an example where strategic storytelling played a key role in the success of a PR campaign.Additionally, Sabarinath reflects on how Passion 4 Communication has adapted to regulatory changes in the communications industry over the years, his personal journey from journalism to entrepreneurship, and the key lessons he has learned along the way.What inspired you to transition from journalism at Economic Times and Hindustan Times to founding Passion 4 Communication (P4c) How has your journalistic background shaped your approach to PR?As a journalist, I was constantly engaged in high-impact activities?Çömeeting influential people, hearing big ideas, and always searching for that big-picture, front-page story. This intense exposure, especially while connecting with CEOs, began to seed the idea of entrepreneurship in my mind.At one point, I knew I wanted to create something impactful myself. Though initially unsure of the exact path, I recognized that communication?Çöparticularly narrative building?Çöwas an area ripe for innovation.The idea of creating a content-led communication company took shape over a few years, culminating in P4C. The goal was clear: to build the right narratives that elevate reputation. I believe the world runs on narratives?Çöevery major event or milestone is driven by the power of well-crafted customised storytelling. Can you tell us about the initial challenges you faced while setting up P4C, and how you overcame them?The biggest challenge was how do you make inroads into a market dominated by top players. But I was convinced with the content-led model. And you need constant guidance and motivation to validate your conviction. During the early days, the wisdom provided by business stalwarts navigated my path. I was inspired by Walmart founder Sam Walton?ÇÖs words: Adopt, adapt, commit to your business model and swim upstream. I constantly met prospective clients and spoke about our differentiated model in PR. The companies, who were looking for innovative ideas, signed on. Over the last ten years, we set new benchmarks like having dedicated content writers or creating hyperlocal strategies for consumer clients. So, how does P4C integrate a 360 degree communication strategy in this evolving media landscape?Brands are now looking for that ?Çÿexclusive partner?ÇÖ which can provide holistic communication. This is particularly true for growing companies. They want holistic strategies for milestone events like raising growth capital. We are aligned to this trend. Apart from PR, we have campaign managers, social media experts and boardroom strategists, positioning us to offer a bouquet of services. The idea is to provide a consolidated platform with specialists leading specific domains. At P4C, we aim to make sure that each channel contributes to a unified, impactful message. As a communication strategist and writer, how do you approach storytelling in PR to ensure it resonates with diverse audiences across various platforms? Can you share an example where strategic storytelling played a key role in the success of a PR campaign?Storytelling is crucial to shaping the narrative that aligns with a company?ÇÖs identity and growth stage. For a young company?Çölike a startup or mid-sized firm?Çöthe style is often more dynamic and reflective of the young promoters?ÇÖ approach.In contrast, for a well-established company, storytelling takes on a mature, nuanced approach. Messaging needs to reflect stability, experience, and integrity, adhering to best practices and reinforcing the company?ÇÖs credibility.We have worked with a gold-loan nbfc for over five years. When they entered a market dominated by a few traditional players, we identified the distinct elements in their business model. By emphasizing these unique facets in campaigns, we were able to position them as an innovative, differentiated brand in a conservative industry. What, in your view, are the most critical aspects of managing brand reputation during a crisis, and how do you coach your clients to navigate these situations while maintaining their reputation in the face of media scrutiny or public backlash?When a crisis strikes, our first step is to deep dive into the problem and craft key messages. We have to customise messages for different platforms. Guiding the client to align every stakeholder with the unified message is crucial. During a crisis, maintaining controlled, compliance-oriented narratives is essential.We aim to establish rapport by meeting editors and reporters to share context. This helps them understand the crisis, its root causes, and the company?ÇÖs plan to resolve it. In any crisis, transparency is the most powerful tool. With your experience, what trends do you foresee shaping the future of PR in the coming years?PR is undergoing rapid transformation. From being an important tool to manage reputation, it is gradually transforming into a business navigator. By offering research-based products, white papers, and insights, PR firms can become more comprehensive partners, helping businesses navigate an increasingly complex landscape. Godfather of AI and Nobel laureate Geoffrey Hinton has predicted that AI will become smarter than humans soon. The future of PR will hinge on how well we can capitalise on AI tools. At P4C, we are planning to develop technology-driven products to address this.How has Passion 4 Communication adapted to the regulatory changes in the communications industry over the years?Regulatory changes and governance practices have become integral to business operations; compliance isn?ÇÖt optional but a commitment to upholding the law of the land. For a PR organization, the primary responsibility is to develop strategies and internal protocols that ensure full regulatory alignment.In our organization, we align closely with the regulations of each client. Every piece of communication we release externally?Çöwhether to the media or the public?Çöis reviewed and approved by the client, ensuring strict adherence to their governance standards. Can you share a bit about your personal journey from journalism to founding Passion 4 Communication, and what key lessons you?ÇÖve learned along the way?I have started P4C without any business background. What I have learnt is managing a company involves four critical things. The most important aspect is building an institution. For this, the right people are crucial. While starting off, an industry veteran gave me valuable advice: hire people with hunger. I have strictly followed this. The best way to manage clients is to understand their aspirations, goals and customise strategies. Entrepreneurship is all about profitable growth. Having a pulse on the internal numbers and working towards profitability is the ultimate goal. I want to add one more focus area: take baby steps to do something for the planet.  

Storytelling agency Enthral has bolstered its creative prowess with the appointment of Mark Tompkins as Creative Director.Tompkins brings a wealth of experience to the table, boasting 20 years in the industry across agencies like TBWA, DDB, Clemenger, and Ogilvy in both Australia and London.This hire signifies a strategic shift for Enthral, traditionally known for its journalistic storytelling approach. Managing Director Cameron Smith explains the decision:Tompkins said: ?Ç£I started freelancing with Enthral and quickly realised I wanted to make the agency my next permanent move in my career. Beyond Enthral?ÇÖs impressive client list, they produce quality work that I know I will be proud to be a part of.?Ç¥This move positions Enthral to expand its creative offerings while staying true to its storytelling roots.

The Fourth Angel, a London-based full-service integrated agency, and Planet Shine, a film production agency, have announced the launch of Planet Angel, a new venture designed to empower brands to tell impactful stories about their positive impact on people and the planet.Planet Angel combines The Fourth Angel's expertise in communications and consulting with Planet Shine's filmmaking prowess to offer brands a comprehensive package. Senior sustainability consultants will guide companies through their sustainability journey, while creative teams craft authentic narratives that align commercial goals with a brand's social and environmental vision. Through multi-channel storytelling and strategic reputation management, Planet Angel brings these positive actions to life."There's a lot of good work being done in sustainability, but there's also been a lot of confusion," said Angie Moxham, Founder of The Fourth Angel. "Customers deserve transparency. Planet Angel helps brands articulate an honest narrative and bring their positive journey to life.""Storytelling, especially through film, is the most effective way to connect with audiences," added Rachel McClelland, Founder of Planet Shine. "We have a window of opportunity to create a better world, and brands can be a powerful force for good."The Fourth Angel was founded in 2018 by Angie Moxham as a full-service PR and communications agency.Established by filmmaker Rachel McClelland, Planet Shine brings a wealth of experience creating films for major brands that prioritize the environment and nature.Through strategic guidance, creative storytelling, and multi-channel communication, Planet Angel helps brands connect with audiences who seek to make a difference.

While technology is booming, storytelling remains an enduring superpower in the realm of public relations (PR). A staggering 88% of PR professionals consider it the cornerstone of successful campaigns, as it enables brands to forge emotional connections with their audience and is the magic ingredient that imbues promotional messages with meaning and resonance. This insight comes from the most recent report, Emerging Dynamics in Public Relations, by W7Worldwide, a marketing consultancy based in Saudi Arabia.PR professionals should leverage digital technology and cultivate robust connections with their audiences. Embracing this proactive strategy is essential for navigating the ongoing transformation of the industry, characterized by the digital age, an intricate media environment, and diverse consumer behaviors. Relying mostly on media outreach and crisis management has become pointless. Today's PR landscape requires fostering two-way communication, organic outreach, and evolving audience engagement. Recognizing this shift, the report highlights the significant changes in PR strategies brought about by the digital revolution. The emphasis has moved from building general connections with media to delivering targeted, audience-specific content. Modern digital PR now encompasses a broader spectrum, including influencer relations, social media management, branding, and strategic communications.The power of AIThe report further explores the transformative power of Artificial Intelligence (AI) in PR. AI integration is revolutionizing the industry, opening up new frontiers for creativity and efficiency. PR professionals are keenly aware of AI's potential, with a recent survey revealing that 20% saw it as a major trend redefining the industry.W7Worldwide report highlights the necessity of extensive learning and adaptation to successfully navigate this ever-evolving landscape. PR professionals must embrace new tools and technologies, develop the skills to wield them responsibly, stay informed about emerging trends, and commit to lifelong learning. They must also recognize the power of social media and influencers as key players in crafting impactful PR campaignsReaching the Audience Reaching target audiences in a congested digital landscape is a major challenge for public relations professionals. They need to differentiate themselves from rivals by offering promotions that no one else is offering.Storytelling with an emphasis on originality, relevance, and timeliness; using data and visions to spot opportunities and threats; and measuring the efficacy of PR campaigns were among the methods outlined in the report as ways to get over this roadblock.There had never been a media relations crisis like the COVID-19 epidemic. The report delves into the ways PR professionals rose to the challenge, using cutting-edge tactics like social media, video calls, and podcasts to forge new communication channels with journalists. These alternate approaches proved invaluable in maintaining effective communication amid social separation and lockdowns.Demonstrating ROIWith increased scrutiny on PR budgets, proving the tangible value of campaigns is crucial. The report underscores the importance of providing clear, measurable results that showcase the contribution of PR to business success and goal achievement. By quantifying the impact of PR efforts, professionals can justify budgets and secure continued investment.Sustainability StorytellingMoving ahead, the report stresses the importance of sustainability storytelling, recommending that public relations experts use engaging stories and statistics to highlight a company's eco-friendly endeavors and long-term sustainability objectives. Highlighting the impact of these efforts enhances brand recognition and resonates with eco-conscious audiences. Additionally, the report emphasizes the crucial role of data analysis in optimizing content, targeting audiences, measuring performance, and boosting online presence through SEO and social media strategies.Promising LandscapeThe research concludes with expressing optimism about the future of Saudi Arabia's PR industry. With an anticipated 7.87% growth rate from 2023 to 2028, reaching a projected market size of $2.03 billion by 2028, the digital media offers promising opportunities for the future of the industry. The key lies in striking a balance between traditional and digital approaches, enabling PR professionals in Saudi Arabia to develop effective and impactful strategies.

Authored by Anindita Gupta, Founder, Scenic CommunicationIn today's fast-paced world of public relations, keeping track of what content to share and when is crucial. Writing interesting stories isn't just about the words anymore?Çöit's about making content that really grabs people's attention. New PR techniques mean companies can tell stories in better ways than ever, making stronger connections with their customers. To do this well, it's important to keep telling your story in a way that makes sense across different demography. By using modern PR strategies and planning when to share content, you can make sure your message stays clear and powerful. This means your story will flow smoothly wherever people find it, making your brand more visible and memorable. So, good planning and consistent storytelling are key to success in today's PR world. The importance of Editorial Content CalendarsEditorial content calendars serve as the pillar of any successful communications strategy. It helps in planning out the content in advance and keeping the messaging on track with consistent, timely, and relevant. These calendars help individuals strategically plan when to release press releases, blog posts, social media updates, and other communications to maximize their impact and to stay organized. This approach allows for better organization and coordination within the team and in the end, it leads to a more effective PR strategy. How to use compelling narratives to capture audience attentionIt is essential to incorporate compelling narratives into the PR 2.0 strategy for capturing and keeping audience attention. People are naturally attracted to stories that connect with them emotionally and make them feel empathy, excitement, or curiosity. Storytelling is a powerful weapon for grabbing and holding onto attention when you're sharing a personal anecdote, highlighting a customer success story, or painting a picture of a future world with your product or service. By telling stories that are authentic, relatable, and memorable, you can build lasting connections with your target audience.The art of storytelling in PR 2.0: engaging the readerEffective storytelling in PR 2.0 goes beyond simply conveying information; it's about engaging the reader on a personal level. In today's digital age, stories should be informative, entertaining, and relatable. By incorporating elements such as emotion, authenticity, and visual content, PR professionals can create stories that connect with their target audience on a deeper level. Whether it's through social media posts, press releases, or blog articles, every piece of content should aim to use the active voice, rhetorical questions, and analogies or metaphors. Eventually, it leaves a lasting impression on the readers and makes them until the very end. This interactive approach captures attention as well as encourages active participation and dialogue with the target audience.In conclusion, drafting compelling narratives through strategic editorial content calendars is an impactful way to modern PR 2.0 practice. Brands can create impactful connections with their audience, and ultimately achieve their communication goals. This means that by planning what stories to tell and when to tell them, companies can really make a strong impression on their customers and get their message across effectively.