The rapid transition to digital has brought about immense transformation in every sphere of the industry. Public Relations has seen significant transformations as new opportunities emerge in this digital era. No longer is PR seen as mere media relations, as it is increasingly integrated with the marketing and advertising functions to give a whole new dimension to the brand communication space.According to Statista reports from December 2023, around 68% of surveyed public relations professionals worldwide identified artificial intelligence (AI) as most impactful in research and list building. Of these professionals, 68% found AI useful for research list building, 47% for monitoring and measuring, and 36% for strategy and planning.The report also indicates that nearly two-thirds (64%) of PR professionals globally are using generative AI solutions like ChatGPT or DALL-E in their work, a significant increase from the 33% reported earlier in April of the same year. Moreover, the percentage of PR professionals not planning to explore AI tools decreased from 15% to 5%.Girish Balachandran, Founder, ON PURPOSE, emphasized the importance of crafting authentic narratives that resonate across platforms while maintaining transparency and agility. He highlighted the use of multimedia content and building strong relationships with stakeholders to amplify PR efforts.On the other hand, Shibani Kumar, Founder, Properganda, stressed on the need for digital literacy among PR professionals and integrating tech tools like social media monitoring platforms and analytics software for targeted communication strategies.Speaking about effective techniques for managing and leveraging data analytics in PR campaigns, Shibani Kumar mentioned the invaluable insights data analytics offer in refining strategies and predicting trends. Meanwhile, Girish Balachandran emphasized on leveraging data-driven insights and emerging technologies like generative AI to streamline processes and foster authentic connections with audiences.Managing & leveraging data analytics to enhance PR campaignsSpeaking about the key techniques, Shibani Kumar shared, “Data analytics has become invaluable in modern PR operations, offering insights that can significantly enhance campaign effectiveness. By leveraging data analytics, we can precisely target desired audience segments, measure the impact of campaigns in real-time, and iteratively refine strategies for optimal results. From tracking media mentions to monitoring social media engagement metrics, the power of data analytics enables us to make data-driven decisions that drive tangible outcomes. Predictive analytics can anticipate trends, identify potential crises, and tailor PR strategies accordingly, inspiring proactive and strategic decision-making.”Balachandran felt that the evolution of public relations in the digital era has been nothing short of transformative. “We, as PR professionals, today navigate a complex web of social media, online forums, and digital outlets to effectively communicate key messaging. It’s no longer just about issuing press releases, but about creating content that is engaging, sparks conversations and drives action.Embracing data-driven insights to inform PR strategies will continue to remain key while we leverage emerging technologies like generative AI and automation to streamline processes, and foster authentic connections with audiences through personalised communication.”Building strong relationshipsSpeaking on some effective ways in which PR professionals can engage with consumers, influencers and media, Balachandran said, “The first and most crucial step is to identify and understand the unique preferences and behaviours of each stakeholder group, whether it is consumers, influencers, or the media. From there, we tailor messaging and communication channels to effectively reach and resonate with each audience group.”He further said, “It is important to build authentic relationships based on trust and transparency in order to foster credibility and loyalty. Actively listening to stakeholder feedback and engaging in meaningful conversations is one of the best ways to cultivate strong relationships to drive long-term success.”According to Shibani Kumar, PR professionals can achieve this by tailoring messages to resonate with different audience segments based on their interests, preferences, and communication channels. “But above all, maintaining transparency and authenticity in communications, including admitting mistakes, addressing concerns openly, and providing accurate information, is the key to building trust with stakeholders,” she added.The rapid transition to digital has brought about immense transformation in every sphere of the industry. Public Relations has seen significant transformations as new opportunities emerge in this digital era. No longer is PR seen as mere media relations, as it is increasingly integrated with the marketing and advertising functions to give a whole new dimension to the brand communication space.According to Statista reports from December 2023, around 68% of surveyed public relations professionals worldwide identified artificial intelligence (AI) as most impactful in research and list building. Of these professionals, 68% found AI useful for research list building, 47% for monitoring and measuring, and 36% for strategy and planning.The report also indicates that nearly two-thirds (64%) of PR professionals globally are using generative AI solutions like ChatGPT or DALL-E in their work, a significant increase from the 33% reported earlier in April of the same year. Moreover, the percentage of PR professionals not planning to explore AI tools decreased from 15% to 5%.Girish Balachandran, Founder, ON PURPOSE, emphasized the importance of crafting authentic narratives that resonate across platforms while maintaining transparency and agility. He highlighted the use of multimedia content and building strong relationships with stakeholders to amplify PR efforts.On the other hand, Shibani Kumar, Founder, Properganda, stressed on the need for digital literacy among PR professionals and integrating tech tools like social media monitoring platforms and analytics software for targeted communication strategies.Speaking about effective techniques for managing and leveraging data analytics in PR campaigns, Shibani Kumar mentioned the invaluable insights data analytics offer in refining strategies and predicting trends. Meanwhile, Girish Balachandran emphasized on leveraging data-driven insights and emerging technologies like generative AI to streamline processes and foster authentic connections with audiences.Managing & leveraging data analytics to enhance PR campaignsSpeaking about the key techniques, Shibani Kumar shared, “Data analytics has become invaluable in modern PR operations, offering insights that can significantly enhance campaign effectiveness. By leveraging data analytics, we can precisely target desired audience segments, measure the impact of campaigns in real-time, and iteratively refine strategies for optimal results. From tracking media mentions to monitoring social media engagement metrics, the power of data analytics enables us to make data-driven decisions that drive tangible outcomes. Predictive analytics can anticipate trends, identify potential crises, and tailor PR strategies accordingly, inspiring proactive and strategic decision-making.”Balachandran felt that the evolution of public relations in the digital era has been nothing short of transformative. “We, as PR professionals, today navigate a complex web of social media, online forums, and digital outlets to effectively communicate key messaging. It’s no longer just about issuing press releases, but about creating content that is engaging, sparks conversations and drives action.Embracing data-driven insights to inform PR strategies will continue to remain key while we leverage emerging technologies like generative AI and automation to streamline processes, and foster authentic connections with audiences through personalised communication.”Building strong relationshipsSpeaking on some effective ways in which PR professionals can engage with consumers, influencers and media, Balachandran said, “The first and most crucial step is to identify and understand the unique preferences and behaviours of each stakeholder group, whether it is consumers, influencers, or the media. From there, we tailor messaging and communication channels to effectively reach and resonate with each audience group.”He further said, “It is important to build authentic relationships based on trust and transparency in order to foster credibility and loyalty. Actively listening to stakeholder feedback and engaging in meaningful conversations is one of the best ways to cultivate strong relationships to drive long-term success.”According to Shibani Kumar, PR professionals can achieve this by tailoring messages to resonate with different audience segments based on their interests, preferences, and communication channels. “But above all, maintaining transparency and authenticity in communications, including admitting mistakes, addressing concerns openly, and providing accurate information, is the key to building trust with stakeholders,” she added.Challenges and complexities of the digital landscapeAddressing the difficulties faced by PR practitioners, Shibani Kumar said, “Some of the major challenges now are managing the vast amount of information available online, including monitoring multiple channels, analysing data, staying updated on trends and conversations, and handling online reputation crises and social media backlash when audiences are more aware than ever while maintaining brand integrity and credibility and demonstrating the ROI of PR efforts in the digital realm, including tracking and attributing outcomes such as brand awareness, engagement, and conversion.”She added, “We can proactively invest in robust analytics tools to track and analyse digital data, derive actionable insights, and accurately measure PR campaign effectiveness.”For Balachandran, it is imperative to stay vigilant and monitor online conversations, pre-emptively address potential issues before they escalate, and be transparent and responsive as much as possible in all communications. Investing in continuous learning and development, and staying alert on emerging trends and technologies is essential for staying ahead of the curve in today’s rapidly evolving digital landscape.

An unprecedented 45 PR agencies and industry organisations came together last week to work for a shared objective – urgent action against climate change. The United Nations Development Programme (UNDP)’s “Weather Kids” campaign launched on 21st March, with coverage in over 80 markets so far.The Weather Kids campaign features a series of children from around the world taking over local and national TV weather reports to deliver terrifying forecasts from the future. The segments warn viewers of catastrophic risks rising temperatures will bring to people and the global economy in just a few decades, including a projected impact on 94% of the world’s children. The earned media objective focused on achieving tier 1 press coverage in all the partner markets, with the most important objective being to motivate adults to take a pledge that commits them to changing their habits for the benefit of children in their life. The creators of the idea were purpose-driven creative agency, Activista.There was no PR budget for this campaign, yet the call for support from the global PR community was answered emphatically, with the commitment from some of the world’s leading agencies from the USA and Canada, Australia, UK, Northern Ireland, Ireland, France, Germany, Austria, Switzerland, Denmark, Sweden, Finland, Italy, Spain, Portugal, Czechia, Poland, Bulgaria, Romania, Moldova, Hungary, Turkey, United Arab Emirates, Brazil, Argentina, Colombia, China and Honk Kong, India, Indonesia, Singapore, Thailand, Vietnam, Philippines, Nigeria, Kenya, South Africa, Morocco, Algeria, Tunisia. PR agencies, especially the world’s biggest, are known for their sharp attention to resources and revenues, so to achieve this collaboration required an inspiring creativity, drive, dedication, and genuine hunger for change. The scale of worldwide coverage has been monumental, achieving broadcast and print media across target markets including China, India, UK, and US.The International Communications Consultancy Organisation (ICCO) announced their partnership with UNDP in November and swiftly set up a Climate Communications Taskforce (CCT) to tackle PR campaigns, with an immediate focus on the earned media for Weather Kids.The purpose of the taskforce for this campaign was simple – own and execute the earned media strategy worldwide, without spending. Chris Pratt, Managing Director, Better Impact at Hill+Knowlton Strategies in UK was appointed Co-Chair of the Taskforce alongside Boaz Paldi, Chief Creative Officer, UNDP.With the strategy in place, the taskforce then built a vast network of support for local country activation, securing the commitment of 35 ‘Activation Partners”. Activation partners have been integral in pitching the story locally, with a breathtaking range of approaches, ideas, and solutions.The success of the collective PR effort shows the power and impact not only of PR agencies, but of international networks. At a time when global institutions are under a microscope, facing challenges from divisive politics to misinformation – this story is an important statement about the nature of global not-for-profit organisations, and their unique ability to mobilise collective action and affect change.The strength and seriousness with which UNDP has committed to PR and the earned media around this campaign is another demonstration of PR’s status as a leading force in global issues and shaping humanity’s future.  Boaz Paldi, Chief Creative Officer, UNDP, and Co-Chair Climate Communications Taskforce said:“We know PR is an integral component in fighting climate change and this campaign has reinforced that substantially. I have been blown away by the scale of support from ICCO’s members for Weather Kids. The commitment to contribute from so many different organisations, countries, cultures, languages is unlike anything I’ve seen before. This is the biggest climate campaign ever and gives great hope for the future of the children at the heart of Weather Kids.Chris Pratt, Co-Chair, Climate Communications Taskforce“It has been an honour to lead the CCT alongside Boaz with such a talented group of PR experts delivering fantastic earned media for this campaign worldwide. The scale and diversity of support from the PR community demonstrates the nature of the issue we are seeking to tackle. This affects us all and I am sure Weather Kids is just the beginning for the CCT in turning the tide and making a difference for the future of the planet.”Girish Balachandran, Founder, ON PURPOSE and Vice-Chair, Climate Communications Taskforce said:“Home to 3 of the world's 15 most vulnerable cities to climate change, India is uniquely impacted by the effects of climate change. However, the local innovation in climate adaptation and resilience can also offer solutions to the rest of the world. By also amplifying voices from the global south, this campaign serves as a powerful reminder that we're not simply waiting for a solution; we're actively contributing to it.” Paco Conde, Founder and ECD, Actavista said:"At Activista, we believe that universal truths breed extraordinary ideas. Few truths are as universal as the desire to secure a better future for our children. This campaign amplifies their voices, reminding us that their future is at stake and urging climate action".Grzegorz Szczepanski, President, ICCO said:“When the UNDP pitched the idea to ICCO at Cannes Lions last year, we thought wow – I am not sure anything like this has been done before – but of course we couldn’t refuse. Climate communications was already a top priority for ICCO and its members, and I had faith in our network to deliver to the high standards and ambitious objectives - they didn’t let us down. This campaign has brought together ICCO members from over 30 countries and it is just the start of our UNDP partnership. It is great credit to our members that PR is being recognised as integral to solving the great global challenges of our times”.