We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Sandeepa Santiago, Innovation Architect & Brand Strategist, CommsCredible, discusses in detail the role that PR plays in establishing a startup’s credibility. She also shares insights into how AI is reshaping the approach communication professionals take towards PR and brand building, as well as the key trends she foresees emerging in PR and communications, and more.In a competitive market like India, what role does PR play in establishing a startup’s credibility?Investing in PR early on can help a company build strong relationships with key stakeholders, which, in turn, helps establish a powerful brand position in the market. PR elevates brand visibility in the lifecycle of any startup; building trust and fostering a positive reputation among key stakeholders.Storytelling is vital in this context as it helps the company craft compelling narratives that set it apart from its competitors in a dynamic market such as India.How do you see AI reshaping the way communication professionals approach PR and brand building, and what ethical considerations should be kept in mind when leveraging AI tools in this field?To say that AI has reshaped the way we engage with our stakeholders, craft stories and study data is not enough. In today’s fast evolving and dynamic digital landscape, embracing AI is a necessity for companies aiming to stay competitive and relevant.AI-powered tools help PR professionals gain deeper insights into consumer behaviour, predict trends and tailor brand narratives that align with stakeholders’ interest and preference. Content automation has made it easier to generate ideas, as well as create and refine content more quickly and accurately.Automating PR processes has further improved team efficiency while bringing a greater level of sophistication to PR efforts. This empowers professionals to concentrate on more strategic, high impact activities.Having said that, AI should be treated as a powerful tool, not a replacement for human skills and emotional intelligence. Companies will thrive when AI capabilities are combined with the creativity and expertise of PR professionals.What key trends do you foresee emerging in the PR & Communications landscape in India over the next year, particularly for startups?Startups will increasingly adopt a digital-first approach, leverage data-centric campaigns and collaborate with influencers and micro-influencers to engage with stakeholders. Companies may also prioritize purpose-driven communication, focusing on sustainability, inclusivity, and social impact messaging to connect with consumers. Additionally, video content, particularly short form videos will play a key role in PR strategies.Could you share an example of a brand or campaign that successfully reinvented itself to stay relevant in a competitive market?It has to be Vi’s ‘Be Someone’s We’ campaign. By showcasing real-life stories of community support, Vi positioned itself as a brand that prioritises human connection and social inclusion, generating significant engagement on social media. The company went beyond conventional strategies, setting itself apart in a saturated market and transforming a simple telecom messaging into a powerful call for social good.

With journalists’ inboxes overflowing with pitches, PR professionals face the daunting task of securing the required press coverage. To cut through the noise, they must create compelling pitches that truly capture attention and stand out. In this article, industry experts reveal their secrets for crafting standout media pitches that resonate with journalists and secure coveted coverage.It's important to think like a journalist and put yourself in their shoes to enhance your pitch, opines Manish Sharma, Co-Founder and Director, Key Communications.“Pitches that resonate with the journalists’ beat, are specific to the sector, and relevant to their audience are highly appreciated. Journalists share stories that appeal to a wide audience, so they should be intriguing and relevant. It's essential to strike the right balance by providing just the right amount of information: concise and clear. When structuring the pitch, use the inverted pyramid method, starting with the most significant and attention-grabbing details and then delving into more specific information. Creating curiosity among journalists with your pitch, using catchy words, and highlighting groundbreaking points can make it exclusive and reduce the chances of failure,” says Sharma. <img src='https://erp.adgully.me/artical_image\1a5faa1e040dba5e75078dbefb787cbe.jpeg' class='content_image'>For Sandeepa Santiago, Intrapreneur and Head of Project Management & Communications, CommsCredible, investing time to research and understand the journalist or media outlet is a crucial step to creating a powerful media pitch.“I try to familiarise myself with the previous articles and topics covered by the journalist. I customise the pitch to align with the media’s specific interests. Additionally, I try to incorporate an interesting story hook to highlight the newsworthiness and relevance of the story angle. Including statistics and anecdotes to validate my idea, if possible, significantly improves my chances of success,” Santiago explains. <img src='https://erp.adgully.me/artical_image\ba88375eaad9e19035012e02536f0793.jpeg' class='content_image'>"When crafting a pitch, we focus on a brief snapshot of the larger story and its impact, which can capture the journalist’s attention," says Shailesh Goyal, Director, Simulations Public Affairs Management Services Pvt Ltd.“It is essential to consider their target audience and what may appeal to them. For instance, the same event may need to be pitched differently to journalists covering different beats. We also realise that journalists are pressed for time, so we make it a point to keep the pitch crisp and to the point,” adds Goyal. <img src='https://erp.adgully.me/artical_image\9faefaff347526cda30de1bc60b6ce2e.jpeg' class='content_image'>Girisha Chauhan, Account Director at 80dB Communications Pvt Ltd, emphasizes the importance of aligning pitches with journalists’ interests. “To create a pitch that resonates, I research their recent articles to understand their preferred topics and angles. Identifying potential hooks like company growth, key announcements, or current industry trends is crucial. A concise, clear pitch with a timely connection to current events strengthens the story,” she notes. <img src='https://erp.adgully.me/artical_image\1d9351e98578d07d4a96b28e438e4aa2.jpeg' class='content_image'>Dr Navneet Anand, Founder & Director, GreyMatters Communications & Consulting, believes that good research forms the fundamental basis to ensure the pitch is rich in uniqueness and piques the interest of the journalist.“At GreyMatters, we spend significant time understanding journalists' needs. We know they are hungry for compelling narratives, and the best way to draw their attention is by proposing a pitch that is novel, fact-rich, and relevant to their specialization. For a newspaper reporter, the pitch must have a news angle; for a magazine, it should convey a trend; and for a TV reporter, a visual asset is critical,” says Anand. <img src='https://erp.adgully.me/artical_image\5cb45fd7a61829a84f201b0d4c14cbd8.jpeg' class='content_image'>Handling RejectionsHow do PR professionals handle rejection or a failed pitch, and what do they learn from the experience? It’s a fact that not all pitches translate into stories, and rejection is part of the process.“Rejections are part of the game and need not cause heartbreak,” says Goyal. “Often, genuinely good pitches are dismissed due to bad timing or reasons beyond our control. If a pitch doesn’t elicit a good response, we try to figure out where we may have erred—was the subject line not good enough? Could the pitch have been explained better? We learn to take this in stride and improve next time. It’s also important to have a backup plan, such as an alternate angle or another publication.”Manish Sharma adds: “Rejections can be seen as valuable feedback rather than a dead end. A failed pitch presents an opportunity for improvement and learning. By analyzing the reasons for rejections, we can redefine our approach and effectively handle failure.”Sandeepa Santiago says that if her story pitch is rejected, she makes an effort to understand why it didn’t resonate. "This helps me better customize my pitch in the future to align with their interests. My goal is to collaborate with the media, rather than pushing my story onto them.”If a journalist rejects a pitch, Girisha Chauhan takes the opportunity to ask for feedback or learn why it wasn’t a fit. "This helps me adjust future pitches. Sometimes, if relevant data isn’t available immediately, I pause, gather more details, and circle back later. Every rejection is a learning moment to improve my approach.”Dr Navneet Anand believes every failure is a lesson and a challenge to self-introspect to avoid repeating mistakes.Key skill-setsWhat are the most important skill sets or traits a PR professional should possess?According to Dr Navneet Anand, a PR professional must have an abiding belief in the power of knowledge. "In our intensely knowledge-driven environment, it’s vital to be equipped with relevant information to earn respect from journalists and clients.”As we move ahead in the digital era, Manish Sharma notes that technologies and AI are disrupting PR offerings, but a human-centric approach remains crucial. “Communicating with empathy, practicing active listening, and paying attention to detail are key traits for effective PR,” he adds.Shailesh Goyal highlights qualities like a winning attitude, patience, and a strong news sense as essential for success in PR. “Without these qualities, it’s hard to make a mark in this profession.”Sandeepa Santiago emphasizes that effective storytelling is the cornerstone of successful PR. “A PR professional must communicate complex story ideas clearly and captivatingly. Research is the backbone of storytelling, enabling the development of effective communication strategies.”Dealing with Failed PitchesWhen a story pitch fails to take off, PR pros must think creatively to secure media coverage.Sandeepa Santiago recounts a recent experience involving one of her retail FMCG clients. “We were in discussions for a feature story, but the client was unwilling to share critical information. We pivoted, engaging in dialogue with the journalist and proposing an alternative story angle that aligned with their interests while highlighting my client’s focus. After ensuring a unique spin, we ultimately secured a relevant story,” she recalls.Manish Sharma shares a similar sentiment: “Creativity is at the core of preparing a media pitch. We research industry trends to generate ideas and take calculated risks for breakthrough results. In one instance, we crafted a compelling narrative from a client’s social media posts on 'Gender Neutral Toilets,' which garnered widespread media coverage.”Shailesh Goyal cites a recent example where they approached a milestone sales figure differently, presenting it as a story about job creation and its impact on the local economy, securing valuable media coverage.One time, Girisha Chauhan says she personally flew to another city to meet with editors and secure a face-to-face introduction on behalf of a client. "Establishing a personal connection, consistently following up, and offering exclusive insights helped me build relationships with key editors. I tailored my pitches to align closely with their editorial needs and interests, which eventually resulted in valuable media coverage in major publications. This creative approach of personal engagement, along with a unique angle, proved to be a game-changer."Dr Navneet Anand recounts: “When a big hospital asked us to create media coverage around Asthma Day, we coordinated with Delhi Police to screen traffic personnel, resulting in startling findings that made for great media stories.”Image by Gerd Altmann from Pixabay

Your brand isn’t what you say it is, it’s what Google says it is.” – Chris Anderson, Former Editor of Wired Magazine. In today’s digital age, maintaining a positive reputation is crucial for businesses across all industries. From managing online reviews to navigating social media controversies, reputation management has become a cornerstone of digital success.As noted by Nico Goghavala, Owner, The Quarter Restaurant, “Online reviews serve as the modern-day word of mouth. Positive reviews act as digital accolades. Conversely, negative reviews can ripple through cyberspace, casting a shadow on an establishment’s reputation and potentially affecting its bottom line”Adgully reached out to some leading industry experts and delved into the strategies, challenges, and innovations driving the field of reputation management in the ever-evolving digital landscape.Sandeepa Santiago, Innovation Architect & Brand Strategist, CommsCredible, remarked, “We live in a world where it is imperative for businesses to build and retain a positive perception online. Each online engagement leaves a trail behind and this determines how well we can be trusted, ultimately leading to our success or failure. Keeping up with the ever evolving digital landscape, understanding the preference and expectations of stakeholders and regularly engaging with them as per your strength and expertise helps build brand reputation and create value proposition. It is equally important for brands to regularly review their content and fine tune it. Any issue, if left unaddressed for a long time, can lead to loss of consumer trust.”According to Xavier Prabhu, Founder & MD, PRHUB, “Reputation economy is hit in the digital age due to the focus on everything short term, transactional, and the pressure to make it of interest to the audience. The purveyors of digital are typically not trained in the rigor of reputational processes. Nor are they looking at consistent narratives which are integral to reputation. What all of this together does is to change the whole reputation paradigm which necessarily may not be the right or best way to head.”Anand Vaidya, General Manager - Marketing & Corporate Communications, WebEngage, noted, “In the digital age, the reputation economy is constructed through online interactions, feedback, and visibility. User-generated content, such as reviews and ratings, shapes perceptions, while social proof through likes and followers influences credibility. Personal branding efforts enhance individual and business reputations, strategically curated for authenticity and resonance. Algorithmic influence further amplifies visibility, with high engagement driving increased influence. Overall, the reputation economy in the digital age relies on transparency, trust, and active management of online presence to thrive in the interconnected digital landscape.”Key challenges faced by businesses in managing their reputation in today’s digital landscapeSpeaking on some of the key challenges faced, Vaidya from WebEngage, said, “Businesses face numerous challenges in managing their reputation in today’s digital landscape. These include navigating the rapid spread of information, responding to viral content and online crises in real-time, and addressing the proliferation of user-generated content across various platforms. Maintaining consistency across multiple channels while adapting to ever-changing algorithms poses a challenge. Additionally, the anonymity of online interactions can lead to misinformation and malicious attacks. Balancing transparency with privacy concerns is crucial. Lastly, ensuring authenticity and trustworthiness amidst a sea of content is an ongoing struggle. Overall, businesses must navigate these challenges to safeguard and enhance their reputation in the digital age.”“Today’s consumers have shorter attention spans, making it challenging for businesses to retain their attention and loyalty, ensure repeatability and maintain continuous positive engagement,” said CommsCredible’s Santiago, adding that consumers do not buy a brand, they buy because they perceive that the brand satisfies their needs the best. It only takes one negative press incident to shift consumer preference elsewhere. Monitoring consumer perceptions and promptly addressing feedback, particularly negative ones, across multiple platforms can post a challenge for brands.Best practices for businesses to effectively build and maintain their reputation onlinePRHUB’s Xavier Prabhu shared, “It is balancing the need to be instant, play to the audience and be there 24x7, while ensuring consistent narratives and other elements of the reputational process are adhered to.”He advised, “Thinking holistically is a good and best practice to start with. Don’t think of any messaging or narrative standalone. See how it will likely play across traditional online and digital platforms. Second would be visual storytelling that is contextual. Third would be usage of technology in the form of tools and last is think long term and qualitative. Don’t chase numbers and virality for the sake of it.”WebEnage’s Vaidya listed the following best practices that businesses can follow to build and maintain their reputation online:Transparency: Be honest and genuine in communication.Consistent Branding: Maintain a cohesive identity across platforms.Engagement: Respond promptly and professionally to feedback.Quality Content: Share valuable, relevant content.Monitor and Manage: Keep track of online mentions and reviews.Build Trust: Cultivate relationships with customers and influencers.Adaptability: Stay updated and adapt to changes in the digital landscape.