https://theprpost.com/post/7503/

How the PR industry is adapting to the changing media landscape

On the occasion of World PR Day, Adgully, in association with CommsAdda, hosted the latest edition of #GullyChat on Tuesday, July 16, 2024. The topic for this episode was ‘How the PR industry is adapting to the changing media landscape, the rise of social media, and the importance of data-driven strategies.’The esteemed participants included:Bhaskar Majumdar, Head - Marketing Communication, CSR & Digital, Egis - India and South AsiaMou Chakravorty, Marketing Communications Director, DeloitteAmit Arora, Head Corporate Communications, Housing.comSana Zabeen, PR and Comms Lead, TV9 NetworkSandhya Malik, Chief Corporate Communications Officer, Sesa Goa, Vedanta LtdThe shift from traditional media to digital platforms has impacted the PR industry, and PR professionals are adopting various strategies to stay ahead.Bhaskar Majumdar noted, “The industry has gone through a radical shift with the availability of data, the wider reach of the internet, and the growth of smartphones. There is a sea change in planning and media mix for campaigns. While planning campaigns and devising communication strategies, brands are going for a kind of media mix which has both digital and traditional approaches intertwined into each other – or as they call it, ‘Integrated Comms’.” Quoting Charles Darwin, he said, “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”Mou Chakravorty observed that shifts in mediums have brought in a much more cohesive integrated #comms approach in #PR, where the story is the main hero. “This means a faster, agile way of creating short-form content catering to modern tech-savvy consumers, and digital engagement builds reputation,” she said, adding, “Faster narrative building, on-the-go brainstorming, and the amalgamation of mediums bringing new concepts alive. PR has truly stood out to be the central voice of a #marketing campaign in changing times.”Amit Arora pointed out, “We are living in the #Screenage; hence our audience is always available and more engaged on digital platforms, whereas the rest of the platforms will continue to hold their place.”“The shift to digital platforms has revolutionised PR, offering real-time engagement and broader reach. #PR pros now prioritise digital storytelling and multimedia content to captivate audiences,” he added.Sana Zabeen shared some case studies to better illustrate her perspective. She mentioned about Dove’s Real Beauty campaign, which she considered to be a stellar example of creating authentic content that builds trust and credibility by featuring real women of various shapes, sizes, and ethnicities instead of traditional models. “This approach not only built trust, but also positioned Dove as a brand that values and promotes natural beauty, enhancing its credibility and emotional connection with consumers.”She further added, “PR professionals are creating content tailored for digital consumption, including short-form videos, infographics, and interactive media. Leveraging social media for real-time interaction and feedback enhances responsiveness and engagement with audiences.”Sandhya Malik noted, “Digital platforms have transformed the PR landscape completely, making it more dynamic, instant, and targeted, especially with the recent advent of AI.” She further added, “Innovative PR strategies such as dynamic user content, purpose-driven, personalized storytelling through data-driven insights, and immersive AI/AR/VR experiences ensure they are adaptive, impactful, and highly engaging.”
https://theprpost.com/post/6927/

Mou Chakravorty elevated as Deloitte’s Marketing Communications Director

Mou Chakravorty has been elevated as Deloitte’s Marketing communications Director. This significant milestone reflects Mou's exceptional contributions and dedication to the field, marking a new chapter in her illustrious career.Mou Chakravorty expresses her elation and enthusiasm about her new role: "I am super happy to share my elevation as Director of Marketing, Brand, and Communications at Deloitte! I am excited for the times ahead, contributing to the roaring success of our firm. This major milestone is a moment of reflection and gratitude."Mou extends her heartfelt gratitude to her colleagues and mentors within Deloitte and the broader marketing and communications industry: "I am grateful to life for the support I've received from Deloitte and my industry colleagues in the marketing and communications fraternity. Their investment in my success has made this achievement possible."With a rich career spanning over 18.5 years, Mou has established herself as a passionate marketer and diligent storyteller. She is keen on devising communication strategies that drive business outcomes. Her expertise lies in technology and consumer sectors, where she excels in demystifying jargon and crafting strategic messages.Mou brings a unique mix of strategic business acumen, subject matter expertise, and robust stakeholder management skills. Her experience has helped global and local brands evolve and reposition themselves in the marketplace through creative content marketing powered by compelling narratives.As Mou steps into her new role, she is poised to lead Deloitte's marketing and communications efforts with renewed vigor and a sharp focus on strategic messaging and measurement. Her leadership is expected to drive further success and innovation for the firm.
https://theprpost.com/post/6816/

Authenticity in PR builds trust and fosters loyalty

Amid the rapid transition to Digital and the emerging technologies such as Artificial Intelligence, Augmented Reality, Machine Language, human touch continues to retain a great degree of meaningful connections and bring in authenticity in brand communications and in Public Relations. Authenticity in PR and marketing is now vital for creating lasting brand value and differentiation. Carefully crafted messages are no longer sufficient; openness and genuine engagement are imperative.Also read:Leveraging Authenticity: Strategies for positive change & lasting stakeholder connectionsHow PR is revisiting storytelling narratives to create authenticity for new age consumersThe Art of Authenticity in Public Relations: Honesty Over False CommitmentsJyotsna Dash Nanda, AVP - Corporate Communication, DS Group, pointed out, “The 2023 Edelman Trust Barometer study revealed a significant shift in consumer behaviour, with 63% basing purchasing decisions on a brand’s values alignment. This necessitates a move from controlled messaging to transparent and authentic PR strategies.”She further said, “Today’s informed consumers can easily detect inauthenticity, and inconsistencies between brand messaging and actions (“say-do gap”) erode trust and damage reputations. Trust crumbles when a brand’s actions contradict its advertised values. Conversely, authenticity strengthens the bond between the brand and the consumer. PR professionals need to be well-positioned to champion authenticity by prioritizing open communication and storytelling that showcases real experiences and humanizes the brand. Building trust-based relationships with journalists ensures accurate media portrayals while selecting brand influencers whose values resonate strengthens authenticity for both parties. As consumer demand for authenticity grows, PR professionals who prioritize genuine communication will be best equipped to navigate the evolving media landscape and build lasting public relationships.”According to Priya Patnakar, Head of Communications at PhonePe, “Authenticity in PR matters because our audience today is bombarded with multiple messages across channels from various brands. Every brand is trying to communicate with its customers constantly and sell customers their story. In this ‘Attention economy’, it is important that your message should be relatable to the customer and the communication should be bi-directional – involve the customer in the story so that it does not seem like the brand is preaching to the customer.”“The perception of authenticity has evolved as today’s customers have a lot more access to a brand given how connected the world has become. They interact with the brand on digital platforms, look at social media on the brand, and also have access to both formal and informal channels which help them form their perception of the brand. Their worldview is no longer limited to the ‘official PR’ narrative which the brand chooses to share with them. Given this, it is even more important for brands to clearly define and live their brand values. Being authentic is no longer a ‘nice to have’, but is imperative to build a meaningful and long-lasting relationship with customers.” Mou Chakravorty, Associate Director of Marketing Communications at Deloitte India, highlighted the increasingly blurred lines between marketing, public relations (PR), and communications. She emphasized the rapidly changing consumer behaviors driven by multiple factors, particularly the dominance of technology and digital consumption."We are living in a world where consumer behaviors are constantly changing due to multiple factors," Chakravorty noted. "One of the biggest differences is the way technology and digital consumption have dominated our world, where we live, transact, and plan through highly tech-enabled digital content consumption patterns that keep us in an always-on mode."This shift necessitates content generation across various channels, including print, online, broadcast, and social media. However, the race to meet demands or rank higher often results in repeated, plagiarized, and fake content flooding these channels. With the advent of tools like OpenAI's ChatGPT, content generation has become remarkably accessible."Thanks to OpenAI-led ChatGPT, content generation is now child's play for everyone," Chakravorty observed. "However, unique human perspectives cannot be machine-generated. The power of authentic storytelling requires human creativity to form narratives that resonate with audiences and add value."Authentic narratives possess the power to effect change, build trust, and establish credibility and thought leadership among stakeholders, thus contributing to comprehensive brand positioning. Chakravorty underscored that today's public relations fundamentally values authenticity."Public relations today values ‘being authentic’ at its core because it not only helps organizations effectively communicate their messages but also fosters meaningful relationships with their audiences, leading to long-term success and positive brand perception," she added.Geetu Batra, PR & Communications Lead, Cheil India, stressed on the crucial role of authenticity in today’s communication landscape, especially amidst the proliferation of AI-generated content. She emphasised that authentic content resonates with audiences, builds trust, and humanizes brands. Batra outlined the playbook for authentic communication: transparent storytelling, alignment of values with actions, and openness to feedback. “Deviating from authenticity risks damaging a brand’s reputation,” she warned.Leveraging AuthenticityAuthenticity – being true to your values and acting consistently – has become a powerful tool for businesses to drive positive change and build lasting connections.Jyotsna Dash Nanda listed some of the narratives that have worked effectively:Align Values with Actions:Example: ITC’s Social Forestry Initiative: ITC, a leading Indian conglomerate, embarked on a social forestry program decades ago. This initiative not only provided raw materials for their business but also empowered local communities and fostered environmental sustainability. This alignment of business goals with social impact exemplifies authenticity.Transparency in Communication:Example: Sebamed India’s Ingredient Disclosure: In a market saturated with unproven claims, Sebamed India took a bold step by disclosing the exact science behind their products’ ingredients. This transparency built trust with consumers and positioned them as a brand focused on genuine skincare solutions. (Sebamed is a German brand known for its medicinal skin care products, particularly those formulated with a pH of 5.5 to match healthy skin's balance. Founded by a dermatologist in 1957, Sebamed offers a variety of gentle and effective options for all skin types.)Owning Up to Mistakes:Example: When a 2019 video exposed Domino’s India’s hygiene issues, they went beyond apologies. Their “Food Safety Screw Up” campaign openly acknowledged the mistakes, implemented stricter protocols with staff training and audits, and offered discounts to regain trust. This transparency and commitment to improvement showcased authentic ownership that helped them weather the crisis.Empowering Stakeholders:Example: Hindustan Unilever Limited’s Project Shakti: Hindustan Unilever Limited’s (HUL) Project Shakti empowers rural women as micro-entrepreneurs to sell their products. This initiative not only expands their reach but also creates economic opportunities at the grassroots level.Long-Term Commitment:Example: The Akshaya Patra Foundation’s Mid-Day Meal Scheme: The Akshaya Patra Foundation, a not-for-profit run by ISKCON, provides nutritious mid-day meals to millions of children across India. Their consistent dedication to this cause for over 20 years showcases a deep commitment to social impact.Nanda’s advice was to walk the talk “so that you espouse your brand values. Don’t let your brand vision and purpose be a statement which you display at strategic points, while not living them. Your leaders and brand custodians should be walking and talking examples of what the brand stands for. I believe brands seem most authentic when they tell their own story. Therefore, it is important to build strong inhouse channels which can take your story to your audience. For example, communicate about how you are making your customer’s lives better and easier; highlight the causes that your brand supports; the values that it lives by; and also share stories on how your employees are an embodiment of those values. Authenticity is about taking action and being consistent in communicating them. It is finally a continuous journey which communications teams need to work towards.”
https://theprpost.com/post/6402/

The Evolving PR Professional: Niche Expertise or Multi-Skilled Mastermind?

The world of Public Relations (PR) is undergoing a rapid transformation. While the core principles of building brand reputation and managing communication remain, the job description and skillset required for success are evolving at an even faster pace.The PR Crossroads: Specialization vs. DiversificationThis dynamic landscape presents PR professionals with a crucial question: Should they specialize in a specific niche or become a multi-skilled professional adept at juggling various PR disciplines?This upcoming panel discussion, titled "The Evolving PR Professional: Niche Expertise or Multi-Skilled Mastermind?", will delve into this critical topic. Join us for a thought-provoking conversation that explores:The rewards and risks of niche specialization vs. a diversified skillset.The impact of these choices on career growth and leadership opportunities.How the PR profession's trajectory will be shaped by the dominant approach.Industry leaders share insights.The discussion will be led by Mou Chakravorty, Associate Director, Marketing, Brand & Communications at Deloitte India, and feature a distinguished panel of PR experts:Minari Shah, Director, International (APAC, EU, LATAM) – Owned Content & Channels at AmazonPriya Bendre, Assistant General Manager - Corporate Communication at Fortis HealthcareSonali Sokhal, Founder of Intelliquo PRThe event provides an ideal platform to gain valuable insights into the future of PR.Date & Time: Saturday, April 27, 2024, 12:00 PM - 1:00 PM ISTIndustry Partner: CommsAddaContent Curators: Tarunjeet Rattan, Sonali Sokhal, Pooja Trehan
https://theprpost.com/post/6024/

Driving ROI in PR with data analytics: Experts share strategies to up the A game

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.”