In today’s rapidly evolving digital landscape, the role of smart tech and data analytics has become paramount across industries. Just as advertising and marketing have embraced these technological advancements, PR professionals are leveraging data expertise to revolutionise their strategies. The integration of data analytics is reshaping PR, media, and tech strategies, offering businesses key advantages in navigating the dynamic business environment.“With the lines of marketing with PR and communications blurring, the need to bring evaluation and due diligence to campaign strategy has been amplified by leaps. The only way to tackle this is to embrace smart technologies like AI, ML that bring the true value of ROI deep diving to extract where the money spent is really demonstrating results – be it connections or leads, media buy in, share of voice , social media trend analysis, SEO or even thought leadership positioning,” noted Mou Chakravorty, Associate Director - Marketing Communications, Deloitte India.AI applications also bring in ways to cut through mundane tasks, bringing automation for efficient use of talent at a time when balancing client demand, processes and people crunch have become challenging due to the fast pace digital movement, she added.Integration of data expertise reshaping PR, Media & Tech strategiesAccording to Jyotsna Dash Nanda, AVP - Corporate Communications, Dharampal Satyapal Group (DS Group), “Data is the new PR gold. Traditionally seen as an “art”, PR is becoming a “science” with data analysis. The integration of data expertise is revolutionizing PR, Media, and Tech strategies. Data analysis allows for smarter targeting, measurable success through campaign tracking, and crafting messages that resonate with audiences. Data shows the impact of campaigns, allowing for adjustments and resource allocation based on what's working. PR professionals armed with data expertise can adapt and evolve their strategies. This shift from intuition to data-driven insights empowers businesses to navigate the evolving landscape with a competitive edge.”Akanksha Jain, Head - Public Relations & Corporate Communications, BharatPe, explained, “The integration of data expertise helps PR and Communications professionals to better understand the impact created by the PR campaigns. Communication leaders can have access to data not only in terms of number of stories, but also in terms of more holistic impact like sentiment check, effectiveness in terms of messaging, tonality of the stories, and reach across locations. Today, there are tools available that can help Communication leaders understand the efficacy of a campaign or an announcement, or get a sense of what did not work for them, so they can make the required iterations.”Ajey Maharaj, Head of Corporate Communications & PR, Fortis Healthcare Ltd, too, considered the incorporation of data analytics into Public Relations (PR), Media, and Technology strategies to be a significant shift in the way businesses strategize their communication and establish their market presence. He added, “In an era where information is abundant and consumer attention spans are short, the application of data analytics offers businesses a distinct competitive advantage. This approach enables them to traverse the dynamic business environment with unmatched precision and foresight.”“With the advent of AI and similar technologies, data takes the centre stage in PR like it does in many other professions,” noted Tanmana Rath, Lead Communications and Stakeholder Management at TERI, adding, “In today’s rapidly evolving PR landscape, precision is paramount. Creating effective PR strategies demands a profound understanding of the target audience, their preferences, and the dynamic media environment. Here, data analytics emerges as a transformative force, equipping PR professionals with a treasure trove of insights to drive informed decisions. The advantages are manifold. Through harnessing data analytics, PR experts can pinpoint emerging trends, dissect consumer behaviour, and tailor their messaging with precision. The ability to foresee and promptly react to market fluctuations is priceless. Whether it’s adapting to shifts in media consumption patterns or refining communication strategies based on audience sentiment, data-driven PR approaches are reshaping the rules of engagement.”The advantagesData-driven decision making helps Communication leaders craft a more robust and impactful strategy that can help get the required results, pointed out Akanksha Jain. Communication leaders can also be better prepared in case of a crisis as these tools can help them map the overall digital universe and observe outliers, if any. One can also understand who are media friends and which media houses are constantly publishing negative reportage about the company. “Also, by using data analytics, Communication leaders can talk in terms of micro as well as macro-impact across a range of cohorts, and not only limit to number of stories or AVE. This resonates better with the management of a company,” Jain added.Fortis Healthcare’s Ajey Maharaj listed the following key advantages and benefits:Advantages for Businesses:Targeted Communication: Through data analytics, businesses can segment their audience by demographics, preferences, and behaviours, crafting messages that resonate deeply and foster engagement.Measurable Outcomes: Data expertise allows companies to define clear, quantifiable objectives for their PR and media campaigns, evaluate performance, and fine-tune their strategies for maximum effectiveness.Strategic Decision Making: Insights derived from data analytics equip businesses with the knowledge to make informed choices, efficiently allocate resources, and stay ahead of market trends and opportunities.Benefits for PR Professionals:Enhanced Campaign Efficiency: Leveraging data-driven insights, PR professionals can pinpoint the most impactful channels and messages, leading to campaigns that not only reach, but resonate with their intended audience.Improved Crisis Management: The capability for real-time monitoring of data enables PR experts to swiftly identify and address potential issues or negative perceptions, safeguarding the brand’s reputation.ROI Measurement: Data analytics plays a crucial role in quantifying the return on investment for PR activities, underscoring their value and supporting the case for future budget allocations.Through the analysis of data, PR professionals gain valuable insights into audience behaviour, media landscape, sentiment trends, and emerging patterns, noted TERI’s Tanmana Rath, adding, this enables them to enhance their strategies, showcasing the tangible value of PR initiatives to stakeholders. “Leveraging data-driven decision-making, communication experts can take a deep dive into customer behaviors, preferences, and needs. By dissecting customer data, they refine their strategies to ensure precise message delivery to the intended audience, crafting bespoke communication strategies tailored to specific demographics and timing for optimal impact,” she said.Highlighting the advantages, Jyotsna Dash Nanda of DS Group shared:Sharper Targeting: Traditionally, PR relied on intuition and experience to target audiences. Data analytics provides a more scientific approach. By analyzing demographics, social media engagement, and media consumption habits, PR teams can identify the exact audience segments most receptive to their message. This laser focus ensures resources are directed towards those who matter most.Content Optimization: Data analytics helps craft compelling content. By understanding what resonates with target audiences (preferred topics, keywords, content formats), PR professionals can tailor messages to generate higher engagement. This data can also reveal sentiment around certain topics, allowing PR teams to address concerns or adjust messaging accordingly.Campaign Measurement & Improvement: The true impact of PR efforts can be elusive. Data analytics offers a solution. By tracking website traffic, social media mentions, media coverage sentiment, and brand awareness metrics, PR teams can measure the effectiveness of campaigns. This data allows for adjustments and optimizations throughout the campaign lifecycle, maximizing its impact.Crisis Communication: Social media and the 24/7 news cycle can quickly turn a minor issue into a major crisis. Data analytics allows for real-time monitoring of online sentiment and media coverage during a crisis. This empowers PR teams to identify emerging concerns, respond swiftly, and shape the narrative effectively.Data-Driven Decisions: Intuition and experience are valuable assets, but data provides a powerful foundation for decision-making. PR professionals can leverage data insights to choose the most appropriate communication channels, craft stronger media pitches, and tailor messaging for maximum impact. This data-driven approach ensures PR strategies are relevant, timely, and deliver measurable results.Akanksha Jain added here, “Data analytics empower PR professionals with a single-window view that helps them understand the challenges with reference to specific media houses/ locations that may not be reporting in line with the narrative they want to build. The leaders can accordingly focus on building relationships and try and drive a positive narrative building.”Jyotsna Dash Nanda concluded by saying, “In today’s dynamic market, where audience preferences and media consumption habits are constantly evolving, data analytics equips PR professionals to navigate this complexity. By leveraging data, PR teams can develop targeted, impactful campaigns that resonate with their audiences and achieve their desired outcomes.”

In an era where diversity and inclusivity are paramount, women leaders are revolutionising the landscape of Public Relations (PR) and Corporate Communication. With their unique strengths and perspectives, they prioritise empathy and understanding, particularly in crisis management when navigating sensitive issues.Even as most industries are now upping their DEI game, the PR industry has for long been promoting women in leadership roles, in fact, the PR industry has a large percentage of women founders and has a strong gender sensitive strategy.Tanmana Rath, Lead Communications and Stakeholder Management at TERI, believes that women leaders in PR and corporate communications tend to bring a collaborative and inclusive approach to the boardroom. Their diverse experiences and leadership styles foster relationship-building, leading to more authentic and impactful communication strategies. Moreover, their emphasis on nurturing talent, empathy, and promoting diversity contributes to a dynamic and forward-thinking industry landscape.On an affirmative note, Jyotsna Dash Nanda, AVP - Corporate Communications, Dharampal Satyapal Group (DS Group), points out that women leaders are reshaping the landscape of PR and corporate communications by bringing a multitude of strengths to the table. These include:Diverse Consumer Understanding: Women represent a significant and growing consumer demographic, ensuring campaigns resonate with a wider audience and avoid traditional gender biases in messaging.Collaborative Communication: Studies suggest women tend towards a more collaborative communication style, fostering teamwork and inclusivity within communication teams, leading to richer brainstorming sessions and more well-rounded strategies.“Women have higher emotional intelligence and hence, are able to build a balanced environment for employees. This, in turn, helps to build a cohesive team that can drive better results. It also enables an environment where employees are more confident to share their ideas, in turn driving innovation,” opines Akanksha Jain, Head - Public Relations & Corporate Communications, BharatPe.She further says, “Women are often skilled at fostering inclusive and participatory decision-making processes, valuing diverse perspectives, and seeking input from all stakeholders. This collaborative mindset can lead to more innovative solutions, stronger team cohesion, and better outcomes for organisations as a whole.”Jain also notes that women have a different way of looking at things as compared to men. This ensures that they bring a different perspective to a situation or a problem at hand. Additionally, their eye for detail can help add a new dimension when evaluating a problem at hand.Addressing the role of empathy and understanding in crisis management, Tanmana Rath emphasises, “As a professional, I believe in active listening, acknowledging concerns, and showing genuine care for those affected. Compassion and a commitment to resolving issues establish trust, strengthen relationships, aligning with our values of empathy and understanding. Women leaders like Mary Barra, Chair and CEO of the General Motors Company, or Jacinda Arden, former Prime Minister of New Zealand, are inspiring examples who have turned around situations with their remarkable leadership.”Jain emphasises that when dealing with sensitive issues or stakeholders, it is important to keep a cool head and hear out the issue, before responding or reacting. “The response should be well-measured and factual in nature. Empathy is important and as a leader, one should be mindful of the trust that an employee has on him/ her to solve an issue. It is recommended to bring the issue to its logical conclusion and extend all possible support (sometimes only listening and guiding helps) to the concerned employee,” she adds.Jyotsna Dash Nanda stresses that diversity and inclusion are strategic imperatives, adding “Women leaders often excel at building strong relationships with stakeholders, fostering trust and understanding. This is crucial in crisis management and reputation management.”According to her, in crisis management, empathy is paramount. Here’s how to prioritise it:Active Listening: Acknowledge stakeholders' concerns, emotions, and validate their perspectives.Transparency and Authenticity: Communicate transparently, taking ownership of mistakes, and outlining a clear path forward.Humanise the Response: Showcase the company's commitment to resolving the situation with genuine care.Enhanced Creativity: Diverse teams bring a wider range of perspectives, leading to more creative and impactful communication strategies.Brand Authenticity: A commitment to diversity enhances brand authenticity and resonates with a broader audience.Improved Talent Acquisition: Diverse workplaces attract top talent from all backgrounds, leading to a more competitive and innovative workforce.TERI’s Tanmana Rath adds here, “We prioritise inclusivity and diversity by ensuring our messaging reflects varied perspectives and engage with a range of stakeholders. We have enhanced our brand reputation, increased engagement, and built stronger relationships with stakeholders, ultimately leading to business gains through improved trust, innovation, and market relevance.”As far as mentoring and nurturing the next generation of leaders in PR and corporate communications is concerned, Akanksha Jain says that she prefers to advise and guide numerous young professionals on how to further advance in their career. “I guide them from time-to-time on dealing with daily issues, skills that they need to add to their kitty, and on people management. I have always advised all young professionals to invest a lot of time in reading about their industry and be well-aware of the latest developments. This adds to the confidence levels and helps position them as well in front of their senior leaders. Also, I advise next generation of leaders to have the confidence to speak their mind in a meeting and not get bogged down by what others have to say.”Regarding mentoring the next generation, Tanmana Rath says, “I believe in mentoring the next generation by sharing experiences and nurturing their strengths. Leading with empathy, providing opportunities for growth, giving a platform to learn, and offering constructive feedback. By fostering confidence and emphasizing continuous learning, I strive to empower the younger generation of communicators to excel in their careers and make meaningful contributions to the industry.”Data from Forbes highlights the correlation between diversity and financial performance, stating that companies with diverse leadership teams have a 19.1% higher chance of exceeding industry-level profitability.By embracing these fresh perspectives and innovative approaches, women leaders are driving a new era of effective and impactful PR and corporate communication.