In the fast-paced world of information, the way we build and manage reputations has undergone a dramatic shift. Public relations (PR) is no longer confined to press releases and media briefings. Over the past decade, the PR landscape has transformed into a dynamic ecosystem, embracing digital tools, social media engagement, and a focus on transparency. Today, on national PR Day, Adgully delves into this evolution, exploring the key factors that have propelled PR to the forefront of navigating the ever-growing stream of information and shaping public perception in a digital age.The public relations industry in India emerged nearly three decades ago, initially rooted in journalism principles as brands sought visibility in the media, says Bhaskar Majumdar, Head - Marketing Communication, CSR and Digital, Egis South Asia.At its inception, he adds, the industry heavily emphasized 'Relationships' or 'Media relations' as the key to success.However, over time, he says, it evolved into a more sophisticated approach, focusing on crafting strategic narratives, precise messaging, and targeted audience engagement in a meticulously planned manner.“The onset of COVID-19 accelerated the digital transformation, with a shift towards digital consumption of news during lockdowns when print newspapers were inaccessible. This necessitated a significant adjustment in campaign planning and media strategies. In contemporary campaigns, brands are adopting an integrated communications approach, blending digital and traditional methods seamlessly. With digital and social media becoming primary channels for content consumption, there has been a notable transformation in the role of PR professionals and corporate communicators. This shift prioritizes strategic thinking over solely relying on media relations, embracing an omnichannel integrated approach. The choice of media mix now depends on factors such as the nature of the brand, its services, and products, as well as the target audience and market segments. For many brands, leveraging digital platforms offers real-time engagement, creativity, and immersive experiences, making it a more impactful communication tool,” he adds.<img src='https://erp.adgully.me/artical_image\a8a518340dccb71c2cd2a32ebf11e614.png' class='content_image'>“The PR industry has come a long way – from being told to build on media relations by going for media rounds (and doing media rounds until the soles wore off- joote ghisne chahiye literally!) to navigating the social media minefields. COVID fast-forwarded the digital revolution and this transformed our lives including PR. Today social media engagement, influencer marketing, and data-driven storytelling complement traditional media outreach. Data analytics guide strategic storytelling that resonates with target audiences, while online reputation management safeguards brand image in a world where online presence is paramount. This shift, driven by the critical need for a sound digital presence and navigating a complex information landscape, solidifies PR's role as a vital function for building trust and managing reputation in today's information-rich business world,” says Jyotsana Dash Nanda, AVP, Corporate Communication, DS Group.<img src='https://erp.adgully.me/artical_image\58b7538bbc2f24dc1cd15fc81a55cb04.png' class='content_image'>According to Jyotsana, the internet fosters a more interactive environment.“PR now emphasizes two-way communication, actively engaging with audiences on social media platforms and addressing customer concerns promptly. Example: An FMCG brand might partner with food bloggers on Instagram to showcase its new range of say ready-to-cook oats, reaching a wider audience and generating organic buzz. Social media has empowered consumers to become information broadcasters democratizing information/news. Negative experiences can go viral quickly, damaging brand reputations. PR professionals play a vital role in crisis communication, actively managing online narratives and fostering brand transparency. In today's information overload, deepfake, misinformation, etc., trust is paramount. Hence today communication professionals focus on building genuine relationships with key stakeholders through content marketing, thought leadership initiatives, and social responsibility programmes. In a world of online reviews and instant opinions, a company's reputation is more fragile than ever. Communication professionals help build and protect brand image through proactive communication and effective crisis management.”We have witnessed a radical shift in media consumption over the last decade, observes Chetan Mahajan - Founder & CEO - The Mavericks.“With mobile becoming the primary device for media consumption, traditional media has lost its dominant position as a channel. There has also been a huge shift in content consumption patterns alongside the proliferation of new channels of information dissemination, like social media. While content consumption has gone up many folds, people are consuming less news today than they did 10 years ago. The single largest factor changing this dynamic is easy and affordable access to social media and the desire to become a mini celebrity. The balance of influence has shifted from news platforms to influencers and from diversity to singularity as we get ruled by algorithms,” says Chetan.<img src='https://erp.adgully.me/artical_image\3e6dbebec8fbc947f7f66378c6ff3b17.png' class='content_image'>Over the past decade, the PR landscape has undergone significant transformation, propelled by technological advancements, shifts in media consumption habits, and changes in societal expectations, says Mrinall Dey, VP & Head - PR & Corporate Communications, MobiKwik. “One of the most notable changes is the rise of digital media platforms, which have revolutionized the way information is disseminated and consumed. Social media, in particular, has emerged as a powerful tool for PR professionals to engage with audiences directly, bypassing traditional gatekeepers and enabling real-time communication.”“The proliferation of online news outlets, blogs, and user-generated content has democratized the media landscape, providing PR practitioners with a multitude of channels to reach their target audiences. This fragmentation of media has necessitated a more strategic and nuanced approach to PR, with an emphasis on tailored messaging and audience segmentation. Another key factor driving the growing importance of PR in today's information-driven society is the rise of reputation management. In an era of heightened scrutiny and public skepticism, organisations are increasingly recognizing the value of proactive reputation management to safeguard their brand image and maintain stakeholder trust,” Mrinall Dey says.<img src='https://erp.adgully.me/artical_image\a77c23c965ca2ac8261ae62db5c398e4.png' class='content_image'>Public Relations has taken a complete 180-degree turn in the last decade, says Bhavya Sharma - Director, Communications & ESG, Urban Company.“While earlier the reliance on print media was extreme, it has declined significantly and is chipping away. Still part of the PR mix but no longer the sole medium. With the advent of digital marketing and consequent pressure on PR to measure outcome and show impact has changed how the ecosystem works. With consumers relying more on digital channels, you can see the waning importance of traditional media. Add to that the increase in influencers, the line between marketing and PR often gets blurry. Further, given that everything is now just a tap away thanks to social media, even a small incident can take the form of a full-blown crisis and enter the news cycle as part of trending news,” says Bhavya Sharma.<img src='https://erp.adgully.me/artical_image\387bbd5c6c728b3020790d3266d64b8c.png' class='content_image'>The changing roleWith the proliferation of digital platforms and social media, the role of PR professionals has evolved to effectively manage and navigate the ever-changing media landscape. The digital revolution has transformed PR from a media relations-centric discipline to a strategic, data-driven approach to building and managing brand reputation in a dynamic and interconnected world.According to Chetan Mahajan, the role of PR professionals is to grow, sustain, and protect brands' reputations.“This has not changed, and it never will. The means of achieving this is effective storytelling that resonates with the stakeholders. Transparency and speed of connecting with your stakeholders were choices 10 years ago. They are not any more. PR professionals relied 100% on earned influence. Owned, shared, and paid influence was a choice. It’s not any more. Many PR professionals thrived on media relations; they can’t any more. Today, PR professionals need to be multi-skilled. Connecting the brand purpose with compelling stories and distributing them to the stakeholders through earned, owned, shared, and paid platforms calls for multiple skills to achieve it efficiently and effectively,” explains Mahajan.PR agencies will have to move away from their traditional PR strategies and services, and will instead have to offer integrated communications as a service offering, says Bhavya Sharma.“They will have to see a PR campaign not just from a here-and-now lens but also how it can be expanded into a sustained communication plan to build clients’ brand and reputation. Another big area I see where PR agencies can add significant value is localised and vernacular content. As social media has blurred geographic boundaries, regional influencers now rival national celebrities. Understanding local intricacies and incorporating them into a brand’s PR strategy is crucial for standing out. Additionally, impactful sustainability and CSR initiatives should not merely serve as greenwashing tactics. They are integral to reputation management and brand building, as consumers increasingly prefer socially responsible companies,” she adds.Social media and digital platforms has emerged as a powerful tool for PR professionals to engage with audiences directly, says Mrinall Dey.“The proliferation of digital platforms and social media has fundamentally transformed the role of PR professionals, requiring a more dynamic and adaptable approach to managing and navigating the ever-changing media landscape. In today's digital age, PR professionals must be adept at leveraging a diverse array of channels to engage with audiences, build relationships, and shape narratives. PR professionals must constantly monitor online conversations, anticipate emerging trends, and respond swiftly to both opportunities and challenges in real-time. By embracing digital platforms and social media as integral components of their communication strategies, PR professionals can effectively amplify their messages, reach wider audiences, and drive meaningful engagement in an increasingly interconnected and fast-paced media environment,” says Dey.The digital explosion has transformed the role of the communications professional from being mere gatekeepers to effective storytellers engaging with audiences with agility, opines Jyotsana Dash Nanda.According to Jyotsana, communication professionals today craft narratives that resonate directly with audiences on social media, fostering two-way conversations to build brand loyalty.“They leverage data to measure success and tailor messages accordingly, while constantly monitoring online conversations to swiftly address potential crises with transparent communication. Hence the key skill sets required for corporate communications professionals of today in this ever-changing ecosystem of communication professionals of today are agility, data-driven narratives with an eye on the audience,” she adds.PR professionals never had it easy anyway and now the stress has only grown manifold as any big or small incident or even a stray post on social media can metamorphose into a crisis, observes Bhavya Sharma.“This is especially true in consumer-facing and services industries. For PR professionals, it’s no longer just about managing media relations. They have to be adept at social media, content creation, data analytics, crisis management, influencer and thought leadership. To be able to pull all this together, they have to be really good at strategic thinking and planning. One great thing, however, for the PR professionals is that learning never stops. The more you are aware of and in sync with what’s happening around you and the next big trend, the more you will grow and be deft at handling the changing landscape. Take for instance, how effectively you can leverage AI in your everyday work will prepare you for what’s to come,” says Sharma.The industry has undergone a profound transformation driven by the proliferation of data, widespread internet accessibility, and the omnipresence of smartphones, says Bhaskar Majumdar. According to him, he advent of social media and digital technologies has revolutionized the communication landscape, emphasizing the imperative need for a thorough understanding of these platforms.“Knowing what strategies work and what don't is paramount. Each social media platform possesses unique merits, reach, and limitations. The role of PR professionals has evolved into a 24/7 commitment, involving constant monitoring, listening, and analysis of digital and social trends. This active engagement is crucial for reaching, nurturing, and engaging with target audiences irrespective of their location. In today's digital age, conversations are ongoing, whether brands are actively participating or not. The key lies in listening attentively, engaging meaningfully, and fostering relationships. Rather than solely focusing on selling, the approach should be collaborative, positioning oneself as a co-creator rather than a marketer,” he adds.According to him, several key points underscore the evolving nature of social and digital media:It transcends 'mass' media, catering to niche audiences.It goes beyond mere 'influence' to encompass opinion building, decision-making, and support.It thrives on dynamic, interactive content rather than static information.It cannot be entirely controlled, necessitating adaptability and responsiveness.Feedback is instantaneous, requiring prompt attention and adjustment.New strategies or approachesIn light of the projected growth of the PR industry in India, what new strategies or approaches are PR agencies adopting to stay ahead in this competitive market and meet the evolving needs of their clients?Given the anticipated growth of the PR industry in India, PR agencies are implementing several new strategies and approaches to maintain a competitive edge and effectively address the evolving needs of their clients, says Bhaskar Majumdar.“Agencies are prioritizing digital transformation, recognizing the increasing importance of online platforms and social media channels. This involves adopting innovative digital tools, platforms, and technologies to enhance client communication, outreach, and engagement. Agencies are moving towards integrated communication approaches, combining traditional PR methods with digital strategies to create comprehensive campaigns that resonate across multiple channels. This integration ensures a cohesive brand message and maximizes audience reach and impact. PR agencies are leveraging data analytics and insights to inform their strategies and measure campaign effectiveness. By analyzing audience behaviour, sentiment, and engagement metrics, agencies can tailor their approaches to better meet client objectives and drive results. Agencies are increasingly incorporating content marketing into their PR strategies, producing high-quality, relevant content that attracts and engages target audiences. This may include blog posts, articles, videos, infographics, and other multimedia content distributed across various channels. Recognizing the influence of social media influencers, PR agencies are forging strategic partnerships with relevant influencers to amplify brand messaging and reach niche audiences. These collaborations help increase brand visibility, credibility, and engagement within specific target demographics. With the rise of social media and instant communication channels, PR agencies are investing in robust crisis management strategies to effectively navigate and mitigate reputational risks. This involves proactive monitoring, rapid response protocols, and transparent communication to manage crises swiftly and effectively. To cater to the diverse needs of clients, PR agencies are expanding their service offerings beyond traditional media relations to include areas such as corporate communications, public affairs, employee engagement, CSR initiatives, and more. This diversification allows agencies to provide holistic solutions that address clients' broader communication challenges. Overall, PR agencies in India are embracing innovation, digitalization, and strategic thinking to stay ahead in the competitive market and deliver impactful results for their clients in an ever-evolving landscape,” he adds.According to Jyotsana Dash Nanda, the pandemic was a turning point for the PR industry and the digital revolution transformed it.“Digital marketing and communication were on the front foot and PR regained its sheen for being cost-effective. The rise of online media demanded quality content, making authentic storytelling and thought leadership essential for reputation management. The pandemic fostered collaboration between PR and media, with video calls becoming the new normal.”Going forward, she feels, there could be challenges considering the potential recession that is looming large at us and agencies will hit the most. However, she adds, some exciting trends are emerging and if the agencies leverage them in advance, they will be the least hit during the recession.“AI tools like ChatGPT will revolutionize content creation, impacting PR strategies. Hot topics like the metaverse and cybersecurity present PR opportunities. In India, the rollout of 5G offers a chance for the tech industry to leverage PR. High-quality content will be key for PR success, with targeted narratives replacing generalized pitching to all. Research-driven storytelling is poised to become the heart of PR and communication, driving brand credibility and business growth in the years ahead so PR agencies need to recalibrate and adapt quickly to remain relevant and effective,” she adds.According to Chetan Mahajan, the top three strategies include: True integration is different from mixing or bringing all communication channels together. Until storytelling is harmonized across multiple channels, it can’t do much good for the brand. This can’t be achieved efficiently until resources are multiskilled. This can only be built from the ground up, as it is a rarity amongst the ones who have been in this industry for a long time.Deep collaboration is a must to deploy the game plan. Today's young talent brings an inherent social and digital world perspective. The veterans bring experience in business comprehension and storytelling, and multiple functional experts bring depth in respective functions like creativity, content, media relations, etc. Deep collaboration that breaks the barriers across functions, hierarchies, and client teams is a game changer.Enabling your teams with an AI assistant and training them to be 2-3x their ability can address the talent gap on the one hand and the need for speed on the other.According to Mrinall Dey, as the PR industry in India continues to experience significant growth, PR agencies are adopting new strategies and approaches to stay ahead in this competitive market and meet the evolving needs of their clients.Embracing digital transformation and integrating technology into their service offerings: PR agencies are leveraging data analytics, artificial intelligence, and automation tools to gain deeper insights into audience behaviour, track campaign performance, and optimize communication strategies in real-time.Focusing on specialization and niche expertise to differentiate themselves in the market: Rather than offering generic PR services, many agencies are developing specialized teams with deep industry knowledge and expertise in areas such as technology, healthcare, finance, and sustainability. This allows them to provide tailored solutions and strategic counsel that address the unique challenges and opportunities facing clients in specific sectors.Placing greater emphasis on creativity and storytelling to cut through the clutter and capture audience attention.PR and overall business successAs businesses increasingly recognize the importance of reputation management and brand perception, how do PR pros see the relationship between PR and overall business success evolving in the coming years?According to Chetan Mahajan, growing and sustaining a reputation has never been more challenging. He stresses that reputation can make or break brands. “In the digital age, this process can happen in a few months/years, unlike many decades in the past. Paid influence is an important mix that can complement a solid foundation built on earned, owned, and shared influence. Business growth is directly proportional to its reputation. Reputation can never be bought, yet it is so fragile. Public relations has never been more important to brands who are in it for the long haul.”Bhavya Sharma foresees the following changes:Tackling AI and misinformation: This will be the most critical aspect that will come to fore. Companies and business leaders will be susceptible to AI-generated misinformation, deep fakes and more. Tackling these new-age tools will be crucial. Integration of brand and PR teams: I believe given how the role of PR is changing rapidly and becoming almost all-encompassing, more and more companies will integrate their brand and PR teams into one to ensure singular messaging across the board seamlessly.Rise in employee advocacy: PR teams will play a crucial role in supporting and promoting employees through employee advocacy efforts, distinct from internal communications. Companies will aim to cultivate and empower internal thought leaders and company advocates. PR professionals' expertise in thought leadership and leadership profiling will be invaluable in this endeavour.Elevation to strategic core function: PR division will likely be given its due and seen as a strategic core function. As a result, one will hopefully also see more Chief Communications Officers (CCOs).As businesses continue to acknowledge the critical role of reputation management and brand perception in their success, the relationship between PR and overall business success is expected to evolve in several ways in the coming years, says Bhaskar Majumdar.According to him, PR professionals will increasingly be viewed as strategic partners within organisations, working closely with senior leadership to align PR objectives with broader business goals.This partnership will involve integrating PR strategies into overall business strategies to drive growth, enhance reputation, and build brand equity. There will be a greater emphasis on measuring the impact of PR efforts on business outcomes. PR professionals will be expected to demonstrate tangible results and ROI, linking PR activities to key performance indicators such as brand awareness, customer acquisition, revenue growth, and stakeholder engagement. PR will become more closely integrated with marketing and communications functions to create cohesive, multi-channel campaigns that effectively engage target audiences and drive business results. This integration will blur the lines between traditional PR and marketing activities, leading to more holistic communication strategies. As brand reputation becomes increasingly important in the digital age, PR professionals will play a central role in managing and safeguarding organisations' reputations. This will involve proactive reputation management efforts, crisis preparedness, and transparent communication to build trust and credibility with stakeholders. PR will play a key role in positioning executives and organisations as thought leaders within their industries. By leveraging media relations, content marketing, speaking opportunities, and other channels, PR professionals will help establish and amplify their clients' expertise, influence, and credibility. With the growing influence of digital and social media, PR strategies will need to adapt to the changing media landscape. PR professionals will need to leverage digital tools, analytics, and social listening to engage with audiences, monitor conversations, and manage brand reputation across online platforms. The relationship between PR and overall business success will become increasingly symbiotic, with PR playing a central role in shaping brand perception, driving stakeholder engagement, and ultimately contributing to business growth and success in the years to come,” concludes Bhaskar Majumdar.As the digital age deepens its grip, the relationship between PR and business success is undergoing a metamorphosis and is gradually getting a seat in the boardrooms, opines Jyotsana Dash Nanda.“In today's information age, consumers value authenticity and transparency. To build trust, businesses need clear and consistent messaging across all platforms. Successful PR goes beyond media mentions; it demonstrably impacts the bottom line through metrics like website traffic, social engagement, and brand sentiment analysis. Metrics like website traffic driven by PR campaigns, social media engagement generated by PR initiatives, and brand sentiment analysis will be crucial for quantifying PR's value. Imagine a company launching a social responsibility campaign that garners positive media coverage, leading to a surge in customer inquiries and a significant boost in sales. This data-driven approach allows PR to confidently showcase its contribution to overall business success. Strategic partnerships with influencers, industry leaders, and even partners can amplify reach and messaging. PR can also be a force for positive change by championing social causes that resonate with stakeholders. This way PR can transform from a mere communication channel into a strategic business vertical/department driving customer engagement and business success,” says Jyotsana.Mrinall Dey also believes that as businesses increasingly recognize the critical importance of reputation management and brand perception, the relationship between PR and overall business success is poised to evolve significantly in the coming years.“As businesses navigate an increasingly complex and interconnected media landscape, PR will play an even more integral role in shaping and safeguarding brand reputation. PR professionals will be tasked with not only managing crises and shaping public perception but also with proactively building and enhancing brand trust and credibility. As consumer expectations continue to evolve, PR will be instrumental in helping businesses communicate their values, foster authentic connections with stakeholders, and demonstrate their commitment to social responsibility and sustainability,” concludes Mrinall Dey.Image by Barkha Mishra from Pixabay

In the high-octane world of marketing, Public Relations (PR) often plays a vital role. It shapes brand perception, cultivates positive media coverage, and fosters valuable relationships with stakeholders. But unlike flashy ad campaigns or targeted social media blitzes, PR's impact can be subtle yet significant. The challenge? Isolating and measuring its success amidst a symphony of marketing efforts. The third and final part of this series dives into the strategies PR professionals use to quantify their contributions, proving the power of strategic communication in today's dynamic marketing landscape.Jyotsna Dash Nanda, AVP, Corporate Communications, DS Group, feels that isolating the specific impact of PR campaigns within a broader marketing mix can be challenging. However, she adds, several methods can help PR professionals measure their contribution. One approach, according to her, is to utilize marketing mix modeling (MMM) which employs statistical techniques to quantify the independent effect of each marketing channel, including PR, on sales or other key metrics (Farris et al., 2010).<img src='https://erp.adgully.me/artical_image\a379b77727dbfd4a27395d5d756dfe43.png' class='content_image'>“PR professionals can also track campaign-specific metrics like brand mentions with positive sentiment before, during, and after the campaign to isolate its influence (Kitchen et al., 2017). Additionally, utilizing unique UTM parameters (Urchin Tracking Module) in press releases or social media posts linked to PR efforts allows for tracking website traffic specifically driven by the campaign (Smith, 2020). By employing a combination of these methods, PR professionals can gain a clearer picture of their campaigns' impact within the wider marketing ecosystem.”ReferencesFarris, P. W., Bendle, N. T., Pfeifer, P. E., & Reibstein, D. J. (2010). Marketing metrics: The definitive guide to measuring marketing performance. Prentice Hall.Kitchen, P., Schultz, D. E., & Vance, C. (2017). Measuring public relations: Techniques and applications. Routledge.Smith, P. (2020). UTM parameters: The ultimate guide for marketers. Search Engine Land: https://stackoverflow.com/questions/61640592/how-to-pass-the-search-query-to-the-landing-page-url-of-a-google-ads-searchIn an increasingly converging and integrated communication universe, this could be challenging and the metrics do overlap at times, observes Sumathi Chari, Sr. Partner & Director, PRHUB. "Having said that, public relations (PR) fundamentally revolves around storytelling. It gains traction naturally when shared by impartial voices unconnected to the brand or its campaigns. Therefore, the extent to which we can cultivate and attract attention through compelling narratives will consistently serve as a pivotal and unique metric for evaluation," she says.<img src='https://erp.adgully.me/artical_image\f7ba3a63fcfb8ef976744348b2649ad0.png' class='content_image'>First and foremost, says Siddhartha Mukherjee, founder of Brand Balance, PR is not limited to supporting the CMO and the marketing team of the organisation alone. According to him, its capability and the real scope of work are much larger and more complex. In fact, he adds, the actual capability of what PR is meant to do gets amplified when PR works with the CEO and all other CXOs. Hence, PR does not just work for the marketing of products or services of a brand alone but also the employer brand, investor brand, vendor and partner brand, government brand, and so on.<img src='https://erp.adgully.me/artical_image\8cbbe92ceca4e5ebfb9f5b8e5b29f21b.png' class='content_image'>“Talking specifically about measurement in marketing campaigns, it is first important to understand PR's amazing potential to strengthen the marketing campaigns across the pre, during, and Post phases. In fact, if one studies the data of various marketing campaigns across industries, it will be observed that very few have made judicious use of PR in all three phases across pre, during, and post. In most of the cases, PR's recall by the marketing team has been at the 11th hour, and therefore, its intervention got restricted to 'during' or the ‘launch’ or ‘announcement’ phase only. If PR is leveraged properly with scientific ERPs - efforts, resources, and processes, its measurement will reveal amazing results in the outcome stage of the measurement framework. Paid and earned stimuli can be separately linked with the strengthening of brand recall and engagement scores,” Mukherjee explains.Beyond ROI: Exploring Vital Metrics in MeasurementIn the realm of PR, measuring success extends far beyond the traditional confines of Return on Investment (ROI). While ROI serves as a crucial indicator of financial performance, it often fails to capture the full spectrum of PR's impact on brand reputation, audience engagement, and overall organisational goals. In the multifaceted landscape of PR metrics, it is important dive into alternative benchmarks that hold equal significance in assessing campaign efficacy. By understanding the importance of these metrics, PR professionals can craft more comprehensive strategies and demonstrate the true value of their efforts to stakeholders.While ROI remains a key performance indicator, PR success extends beyond the bottom line, says Jyotsna Dash Nanda. “Measuring media reach, sentiment analysis, social engagement, and website traffic paint a more comprehensive picture. These metrics reveal brand visibility, audience perception, and the impact of PR efforts on business objectives.”According to Tarunjeet Rattan, Managing Partner, Nucleus PR, while measuring success, PR professionals can also add these to the report to add additional layers:Social Media TrafficDigital Platform AnalyticsGoogle AnalyticsWebsite TrafficMarket ResearchOnline Listening Reports“Each of these metrics serves as an indicator of the reputation the PR team strives to cultivate for the brand. The availability of comprehensive data allows for thorough analysis, empowering the team to leverage insights effectively and demonstrate the tangible impact of PR efforts. However, challenges arise when data is scarce or inaccessible, compounded by limited resources for investing in necessary tools. In such scenarios, the team may find themselves reliant solely on media coverage to justify their presence and contributions, highlighting the critical importance of accessible data and adequate support for achieving ROI goals,” says Rattan. <img src='https://erp.adgully.me/artical_image\e82aa403b495c06e50a425187f67245a.png' class='content_image'>Like other forms of communication, PR too, can never lay its claim on ROI (transaction), says Siddhartha Mukherjee.“However, it can and should claim its stake in ROO (Returns of Objective); in other words, measurement data that showcase change of thinking within target audiences. To achieve ROO as the outcome, the entire PR Measurement framework - INPUT-OUTPUT-OUTCOME - needs to be strengthened and leveraged very efficiently. Each block of Input, Output, and Outcome will need to have an intricate series of metrics. To sprinkle a few - a) PR Input should work towards balancing and target setting metrics such as reach, frequency, sustenance, emotion, multimedia, etc. b) preference for monthly as against quarterly planning cycle c) junking the AVE cancer d) To evaluate the visibility quotient, preference for holistic index scores as against count of articles or space...and so on,” Mukherjee explains.(Concluded)Read the first two parts here: https://theprpost.com/post/6208/beyond-buzz-why-traditional-pr-metrics-dont-tell-the-whole-story-part-1https://theprpost.com/post/6218/beyond-likes-and-shares-measuring-prs-impact-in-the-age-of-ai-part-2

In today's data-driven world, public relations (PR) professionals are under increasing pressure to demonstrate the true impact of their campaigns. Gone are the days of relying solely on vanity metrics like follower counts and press mentions. Companies are demanding a more holistic understanding of how PR efforts translate into tangible business results.The second part of this series dives into the exciting realm of emerging metrics and frameworks that are revolutionizing PR measurement. We'll explore innovative approaches that capture a broader picture of PR's influence, encompassing brand sentiment, audience engagement, and ultimately, driving business objectives. We'll also investigate the potential of Artificial Intelligence (AI) in PR measurement, examining how AI can automate tasks, analyze vast datasets, and unlock deeper insights into campaign effectiveness.Forget just counting clips! The new wave of PR measurement goes beyond vanity metrics to understand the true impact of your story, observes Jyotsna Dash Nanda, AVP, Corporate Communications, DS Group.<img src='https://erp.adgully.me/artical_image\1af7160453db4551954a8ff6b6a4516e.png' class='content_image'>Sharing her insights on this, she adds: “With a Media Impact Score that considers journalist clout and publication weight, you can ditch the brag sheet and focus on real influence. A Relevance Index ensures your message resonates with the right audience, while a Rank Index tracks your climb to the top of search results. Engagement metrics show you how your audience is interacting, and Share of Narrative analysis reveals if your brand's story is cutting through the noise. PR measurement should focus on user engagement (clicks, shares, comments), website traffic conversion (sales, sign-ups) driven by PR efforts, and social listening to gauge brand sentiment and identify brand advocates. This data-driven approach demonstrates the true impact of PR on brand perception, audience engagement, and ultimately, business objectives. In today's media landscape, it's not just about getting mentioned, it's about getting heard.”According to her, some emerging frameworks are:AMEC Framework: A widely used model that goes beyond outputs (media placements) to consider outcomes (changes in awareness, perception) and impacts (on business goals).PESO Model: A strategic framework classifying media channels (Paid, Earned, Shared, Owned) to understand how different elements work together to achieve PR goals.RACE Framework: A results-oriented approach focusing on Reach, Act, Convert, and Engage to measure the user journey influenced by PR efforts.According to Jyotsna Dash Nanda, these metrics and frameworks offer a more comprehensive understanding of PR's effectiveness by prioritizing quality over quantity. “They go beyond simply counting media mentions to analyse the influence and relevance of the coverage. Additionally, these methods connect PR efforts directly to business goals by tracking website traffic, lead generation, and ultimately, sales. This data-driven approach also provides valuable insights into audience behaviour, revealing how audiences engage with PR content.”Traditional PR metrics, such as AVE, measuring media articles, brand mentions, or now even “potential reach” and “impressions” in isolation, do not define the actual audience reached or provide any subsequent internal engagement with your organisation, says Anup Sharma, Independent PR & Strategic Communications Consultant.<img src='https://erp.adgully.me/artical_image\e708b698f5e4345815d1a4031057072b.png' class='content_image'>He feels that focusing solely on media measurement provides an incomplete picture. Similarly, he adds, brand awareness cannot be seen as a metric for measuring a PR campaign as it should be viewed as an outcome of effective PR and marketing campaigns.According to him, most media monitoring tools do not integrate traditional media monitoring and social media monitoring, or do a poor job of integration. However, he adds, new platforms can now perform both functions well and integrate different data streams from traditional media, social media, as well as internal communications into a single dashboard.“Engagement metrics tell how the earned content resonates with the target audience and while calculating the same, it's important to also take sentiment analysis into account. With the right success measurements, organisations can refine communication strategies and show exactly how much the PR effort contributes to overall brand success. PR and communication professionals need to take a look at the bigger picture and use other metrics such as brand equity, brand engagement, and brand sentiment to better understand the impact of their brand in the market. In order to truly measure success, it is important to track organisational outcomes such as sales, customer retention, brand loyalty, and market share. These metrics will give you a more complete picture of brand performance. The blurring line between paid and earned media creates the issue of credibility and trust in communication. Now, with the work scope of a Public Relations consultancy growing beyond just media management relations, not every aspect of communication outreach being managed by the PR firm can be quantitatively measured,” says Anup Sharma.Digital PR metrics such as website domain authority, traffic to website and SEO ranking are now well-established metrics and are almost a must in PR measurement, says Sumathi Chari, Sr. Partner & Director, PRHUB. The advantage, according to her, is they are more tangible compared to traditional metrics and are easier to align to desired business outcomes.<img src='https://erp.adgully.me/artical_image\b6b9fc7a212bee0a137a41c366669436.png' class='content_image'>She feels that an 'integrated measurement' framework is critical in the future to assess the holistic impact a PR campaign has on the brand and business, one that measures across traditional, digital and social media amplification, that measures both quantitative metrics such as reach and impressions combined with qualitative parameters such as the messaging, tonality, engagement, reach to the right TG, alignment of content to TG, among others.Finally, says Chari, these metrics need to be brought together and analyzed comprehensively. “This analysis aims to extract key insights and define the campaign's impact on the organisation/brand in three key areas. The deeper we delve, the more effective we will be in defining the RoI and the impact of the PR campaign on the brand,” she adds.According to Siddhartha Mukherjee, founder of Brand Balance, there are more than five unique advantages of PR measurement. However, for this, the measurement framework needs to be designed, executed, and sustained scientifically.<img src='https://erp.adgully.me/artical_image\867f5843ffc3b685b187da33d3491bfe.png' class='content_image'>“The measurement framework is a reflection of the way the human brain functions! Over the years, globally, various nomenclatures have been used to visualize a framework, such as - INPUT-OUTPUT-OUTCOME or EXPOSURE-ENGAGEMENT-CONVERSION. In fact, AMEC (the International Association of Measurement & Evaluation of Communication) has detailed it further as INPUT-OUTPUT-OUTTAKES-OUTCOME-IMPACT. AMEC is making a lot of effort globally to simplify the subject of PR measurement and ensure that it is well-embedded in PR Industries across countries around the world,” he adds.AIand PR Will AI play a key role in measuring in the days to come?Yes, AI will play a huge role, and we are hoping for the best, especially in PR measurement, says Tarunjeet Rattan, Managing Partner, Nucleus PR.<img src='https://erp.adgully.me/artical_image\fbab4f034452821461fb3d38283ed8f0.png' class='content_image'>“One promising emerging metric that offers a more holistic view of PR's impact on business objectives is overlaying the PR timeline with the sales graph. This combined view can resonate with both CFOs (Chief Financial Officers) and CMOs (Chief Marketing Officers). This done consistently over a period of 4-5 years will start showcasing the impact on each other and has proved to be very effective. Now the PR graph tracks only the hits (media and non-media) typically. But the more you add to it and start studying the interplay between both tracks, it becomes more clear to both teams on what and how PR is impacting the bottom line. Add a sentiment analysis and a vox pop feedback with key stakeholders to this mix and you have an impressive ROI document. While you create this, remember this is an annual document and not a monthly or quarterly one either. We have done this effectively for brands we work with and it was very well received,” Rattan explains.According to  Siddhartha Mukherjee, AI and tech-enabled interventions have amazing potential to upgrade the PR & measurement machinery of an organisation from a cost center to a revenue center. “It can contribute immensely across the PR framework, especially PR INPUT. This first block of the measurement framework itself has around seven different cogs such as listening, benchmarking, target setting, content bank, etc. Technology can bring in a lot of ease and preparedness,” he adds.Jyotsna Dash Nanda is certain that AI will likely be key in future PR measurement. AI can analyse vast amounts of data to identify sentiment, track brand advocacy, and measure the influence of earned media, providing a more comprehensive picture of PR's impact.Anup Sharma suggests that in order to continue to stay relevant, PR firms will need to rely on big data and artificial intelligence not only for predicting audience interests but also to move the needle towards credible engagement. PR can gain greater respect and credibility by using realistic metrics that produce credible data and that are tied to business outcomes.(Tomorrow, Part 3 of this series will cover how PR professionals can isolate and measure the specific impact of their campaigns amidst a mix of marketing activities, as well as other valuable metrics that PR professionals should consider when measuring success.)Image by GraphicMama-team from Pixabay

In the dynamic world of public relations (PR), measurement has long been a cornerstone for assessing success and guiding strategies. Yet, behind the veil of traditional PR metrics lies a fundamental challenge: the inability to capture the true impact of PR efforts. While metrics like media impressions, social media followers, and website traffic offer numerical snapshots of visibility and reach, they often fall short in revealing the deeper resonance and influence of PR initiatives.Almost half of all PR professionals, according to Muck Rack's 2022 State of PR report, are looking for ways to measure the impact of their work. This desire is strong across the industry, with 49% of agency professionals and 45% of those on the brand side emphasizing the importance of "producing measurable results" to show the value of PR within their organisations.This focus on measurement isn't surprising. Traditionally, PR efforts were judged on less tangible factors like brand awareness or media mentions. However, in today's data-driven world, executives are demanding concrete evidence of PR's contribution to the bottom line. By showcasing metrics like website traffic increases, lead generation, or positive sentiment analysis, PR professionals can demonstrate a direct return on investment (ROI) and secure a stronger seat at the decision-making table. This shift towards data-driven PR allows for more targeted campaigns, budget optimization, and a clearer understanding of what truly resonates with target audiences.Indeed, the landscape of media consumption has undergone a profound transformation, rendering traditional metrics that emphasize reach and ad equivalence of coverage increasingly obsolete. In today's fast-paced and ever-evolving media environment, consumers are no longer passive recipients of information but active participants who consume content on the go and selectively engage with what resonates with them.Traditional metricsSo, what are the limitations of traditional PR metrics? How do they fail to capture the true impact of PR efforts?In this three-part series, The PR POST embarks on a journey to unravel the limitations of traditional PR metrics, exploring how they obscure rather than illuminate the real value that PR brings to the table. The attempt is to delve into the nuances of measurement in PR, emerging metrics, the role of AI, etc.There are tangible and intangible elements to every PR campaign, says Tarunjeet Rattan, Managing Partner, Nucleus PR.According to him, a lot of the effort of traditional PR metrics only aims to capture the tangible elements of work done, ignoring all the conversations, effort, and planning put in to arrive at it and completely ignores the other intangible elements.“While the entire industry worldwide has tried with various degrees of success to measure the tangible impact PR creates and put it in excel sheets, graphs, charts and PPTs, it is like trying to hold on to water. It takes the shape of whichever container it sees and changes shape with the next. Similarly, a matrix that is tweaked to one client will change for the next. There are efforts to bring in standardization in all these methods, but it is a tough job. Something almost always gets left behind. Today, every agency has a different matrix. With the advent of AI, we are hoping to be able to create something more all-encompassing for tangible results. The intangible ones, however, are a whole different story,” says Rattan.Public Relations is all about how your brand is represented in various outlets as earned media, and PR measurement is the process of measuring the impact of this earned media coverage on your brand, says Anup Sharma, Independent PR & Strategic Communications Consultant.For all organisations, Sharma reckons, it's essential to understand how best to measure the success of their PR campaigns in order to demonstrate a return on investment. However, he adds, measuring the outcomes is hard as attributing them to PR campaigns is not easy.“While in the digital world with modern tools, keeping track of who mentions you, where, and how is possible, not all PR impact is directly quantifiable. Also, given the converged nature of communications today, earned content also appears on social media and falls into the blurred zone of earned media coverage or shared or both. There is no one, widely agreed method of measuring earned media value, and the trend of PR measurement as a topic has always been discussed and debated. The AMEC framework is the most widely adopted process for measuring and evaluating communications, as this focuses on capturing all outputs and outtakes, with a particular emphasis on organisational impact,” Sharma explains.Traditional metrics primarily focus on reach and ad equivalence of coverage, says Sumathi Chari, Senior Partner & Director, PRHUB. However, she adds, in today’s evolved and continually changing media landscape, this emphasis is irrelevant. Today, readers consume content on the go and choose the content they want to read or engage with.“At the same time, the scope of PR in a digital, multi-media environment has broadened, and limiting measurement to brand reach or a few other standalone metrics will dilute the larger impact of PR on businesses and organisations,” she adds.My observation is that very few within our industry are genuinely practicing and leveraging effective PR measurement, opines Siddhartha Mukherjee, founder of Brand Balance, a measurement & data analytics-led corporate brand reputation and ERP management consultancy.He states that the definition and visualization of PR measurement are influenced by our perception of PR. Its construct differs depending on how the top management of organisations perceives and leverages it.“For some, it is merely seen as a news dispatch or management tool, a perspective prevalent among a significant portion of organisations. However, another category of organisations exists where CEOs, CFOs, CMOs, and CHROs view PR as a strategic tool for brand reputation and valuation management. This disparity in the thought process among the end customers of PR forms the foundation for the current state of PR measurement,” says Mukherjee.The prevailing trend Mukherjee has observed in the measurement templates utilized by both clients and service providers tends to skew towards traditional PR monitoring. According to him it is imperative for custodians to discern between PR measurement and monitoring. Monitoring, he adds, primarily revolves around conducting daily and monthly assessments to gauge the quantity and quality of media visibility for corporate and product brands, as well as developments within the business ecosystem.“However, measurement presents a broader and more strategic approach. It focuses on ensuring that every PR effort conceived and executed contributes to enhancing brand and business metrics, ultimately reflecting in Return on Objectives (ROO). This delineates PR measurement as a linear structure encompassing PR INPUT, PR OUTPUT, and PR OUTCOME. Undoubtedly, this framework requires the backing of a meticulously designed framework of ERPs - efforts, resources, and processes - to effectively measure the impact and value of PR initiatives,” adds Mukherjee.Jyotsna Dash Nanda, AVP, Corporate Communications, DS Group, reckons that traditional PR metrics lack insight into the "why" behind the "what" – they track results but not resonance. Instead, she adds, they often fixate on vanity metrics that fail to provide a comprehensive narrative.According to her, here's how they fall short, along with some future-oriented approaches:Limitations:Impressions/Reach: These metrics (e.g., number of people who saw a press release) show exposure, but not engagement (did they read it? Did it resonate?)Example: A press release gets published in a major newspaper, reaching millions. But if the writing is bland or the placement irrelevant, it might have minimal impact.Advertising Value Equivalency (AVE): This assigns a dollar value to media coverage, assuming it's the same as paid advertising. This is widely criticized as inaccurate.Example: A company claims an AVE of $100,000 for a positive article. However, no guarantee paid advertising for that amount would have had the same impact (or any impact at all).Sentiment Analysis (basic): Traditional methods might simply categorize sentiment as positive, negative, or neutral. This misses nuance.Example: An article mentions a company but doesn't explicitly recommend it. Basic sentiment analysis might miss the opportunity to understand the context and potential impact.According to her, it is also important to gauge performance vis-à-vis competition.(Stay tuned for tomorrow's part, where we'll delve into emerging metrics for a comprehensive understanding of PR's impact and the role of AI in measurement.)Image by Joseph Mucira from Pixabay