From CrowdStrike’s update snafu to Disney’s Nullbulge nightmare, recent headlines underline a critical truth: technical glitches and cyber attacks can erupt in a PR inferno. But fear not, fellow communicators! In this feature report, Adgully delves into the art of crisis communication, equipping you with the strategies and tactics to navigate even the stormiest PR waters. Learn how to build trust, mitigate damage, and emerge stronger from the other side.What are the key takeaways from both the incidents?Thorough testing and validation processes are crucial before deploying software updates, especially in critical systems like cybersecurity, says Bhaskar Majumdar, Co-originator, CommsAdda. “Robust cybersecurity measures and continuous monitoring are essential to detect and mitigate breaches promptly, ensuring customer data protection. Effective communication strategies during such crises are vital to maintaining trust and transparency with stakeholders,” he says.Reflecting on the incidents involving CrowdStrike’s software update glitch and Disney’s data breach by Nullbulge, several pivotal lessons in crisis management emerge, says Priya Sharma, Co-Founder, PRZSM Communications. Firstly, she adds, these events underscore the necessity of robust crisis management plans.“Preparation enabled both companies to swiftly mitigate the impact. Secondly, the importance of transparent communication cannot be overstated. The timely updates from CrowdStrike and Disney played a crucial role in maintaining trust and controlling the narrative. Additionally, rapid response efforts were vital; CrowdStrike’s swift identification and rectification of the glitch, and Disney’s immediate actions to secure compromised data, were key in managing these crises. Lastly, these incidents remind us of the importance of learning from experiences. By conducting post-crisis analyses, organisations can identify vulnerabilities and refine their strategies, ensuring they are better equipped for future challenges,” Sharma explains.Effective crisis management in the digital age requires a combination of preparedness, rapid response, clear communication, and sensitivity towards affected parties, says Deepak Jolly, Founder and Director, Consocia Advisory.“Learning from incidents like CrowdStrike’s software glitch and Disney’s data breach helps companies enhance their crisis management strategies. This involves having detailed pre-crisis management strategies, including robust training and simulations drills, crisis communication plan, balancing transparency with sensitivity, and continuously improving policies and procedures. By adopting these best practices, companies can better navigate crises and maintain trust with their stakeholders,” Jolly adds.Deepak Jolly takes a look at what both companies did to resolve the crisis.CrowdStrike’s Software Update GlitchIncident Summary:What Happened: CrowdStrike, a cybersecurity firm, released a software update that caused system disruptions for their clients. Microsoft, which is helping customers recover, said in a blog post they estimate that CrowdStrike’s update affected 8.5 million Windows devices.Nature of the Issue: The update led to unexpected system behaviour, affecting clients’ operations severely.The Impact:Reputation Loss: CrowdStrike’s reputation as a reliable cybersecurity provider was tarnished. Clients trust cybersecurity firms to prevent disruptions, not to cause them.Financial Loss: The glitch likely resulted in operational downtime for clients, leading to potential financial losses and compensation claims.Client Trust: Trust is crucial in cybersecurity. The incident eroded client confidence and could deter potential clients.The Response:Immediate Communication: CrowdStrike quickly acknowledged the issue and provided frequent updates.Technical Resolution: They worked swiftly to roll back the problematic update and restore normal functionality.Client Support: Offers support to affected clients to minimize the disruption.Disney’s Data Breach by NullbulgeIncident Summary:What Happened: Disney experienced a data breach by the hacker group Nullbulge, compromising sensitive information. Nullbulge claimed responsibility for leaking over 1.2 terabytes of internal communications.Nature of the Breach: This breach allegedly includes sensitive information about upcoming projects, advertising campaigns, and even employee data.The Impact:Reputation Loss: Disney’s ability to protect customer data was questioned, undermining customer trust.Financial Loss: Financial repercussions included legal fees, fines, and compensation for affected clients, channel partners and other stakeholders, as well as costs to enhance security measures.Customer Trust: The breach could lead to a loss of customers, impacting brand loyalty and market position.The Response:Timely Disclosure: Disney promptly informed affected stakeholders and the public.Collaboration with the Authorities: Worked with law enforcement and cybersecurity experts to investigate and secure systems.CrowdStrike Falcon’s outage has significantly impacted businesses worldwide, says Ganapathy Viswanathan, independent communication consultant. Typically, he adds, technology crises are temporary and soon forgotten, but this incident has resulted in substantial losses for many companies. It exemplifies crisis management in the tech industry, he adds.“While some may mistakenly associate CrowdStrike Falcon with Microsoft, it is crucial to note that Microsoft’s reputation is also affected. CEO Satya Nadella has responded on social media, stating that they are providing technical guidance to restore the system. Transparency is essential now. Clearly stating the problem and providing a solution can prevent speculation and reassure the public. Setting up a dedicated helpline for technical support and monitoring online platforms to address queries promptly will also be beneficial,” Viswanathan adds.Best practicesWhat are the essential elements or best practices of an effective crisis management plan in the digital age?Priya Sharma is of the opinion that an effective crisis management plan in today’s digital age must be comprehensive and dynamic. She suggests that it is crucial to have a dedicated crisis communication team with clearly defined roles and responsibilities. This team, she adds, should utilize advanced monitoring tools to detect potential issues early, allowing for proactive measures.“Developing clear communication protocols ensures both internal and external messages are consistent and accurate. Engaging key stakeholders with regular updates and addressing their concerns promptly is essential. Preparing media statements in advance and designating spokespersons for press interactions help maintain a unified message. Regular crisis simulations and training sessions keep the team prepared and responsive. Post-crisis evaluations are equally important, as they allow organisations to identify strengths and areas for improvement, ensuring the crisis management plan evolves and improves continuously,” she says.In today’s digital age, says Bhaskar Majumdar, effective crisis management plans must encompass key elements and best practices.Preparation and Planning: For instance, CrowdStrike’s incident highlights the critical need for thorough testing and validation before rolling out updates to vital systems.Timely Response and Communication: An example is Disney’s swift and transparent handling of the Nullbulge data breach, demonstrating the importance of promptly informing and maintaining transparency with affected parties.Transparency and Accountability: Equifax’s data breach serves as a cautionary tale, illustrating the severe consequences of delayed disclosureTransparency with sensitivityHow can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?According to Bhaskar Majumdar, companies can balance transparency with sensitivity to affected parties during a data breach or technical crisis by:Promptly disclosing the incident with clear and factual information.Acknowledging the impact on affected individuals or customers.Providing regular updates on the investigation and remediation efforts.Offering support and resources to those affected, such as identity protection services.Respecting privacy by not disclosing unnecessary details that could further compromise security or cause undue alarm.According to Deepak Jolly, essential elements of an effective crisis management plan in the digital age are:Pre-Crisis PreparationRisk Assessment: Regularly assess potential vulnerabilities and threats within the organization.Training and Simulations: Conduct regular drills and training for employees, including both technical response and communication strategies.Crisis Communication Plan: Develop a comprehensive plan that includes:Designated Spokespersons: Identify key personnel to communicate with the public and media.Communication Channels: Establish primary and backup channels (e.g., social media, press releases, customer emails).Messaging Framework: Create templates and guidelines for consistent messaging.Incident ResponseImmediate Action: Quickly contain and mitigate the issue to prevent further damage.Internal Coordination: Ensure seamless communication among internal teams (IT, legal, PR, customer support) for a unified response.External Communication:Timely Updates: Provide frequent, transparent updates to stakeholders.Clear Language: Use plain language to communicate with non-technical stakeholders.Own the Mistake: Acknowledge the issue and take responsibility.Post-Crisis ManagementEvaluation and Learning: Conduct a thorough post-mortem analysis to understand what went wrong and how to improve.Policy Updates: Revise and strengthen policies and procedures based on lessons learned.Customer Support: Offer ongoing support and remediation to affected customers.Balancing Transparency with SensitivityClear and Honest Communication:Timely Updates: Provide regular updates as the situation evolves.Avoid Jargon: Communicate in plain language for better understanding.Acknowledge Mistakes: Own up to errors and explain corrective measures.Sensitivity to Affected Parties:Personalized Communication: Reach out to affected customers individually when possible.Support Services: Provide resources such as hotlines, FAQs, and compensation if applicable. Offer support like free credit monitoring or identity theft protection.Privacy Considerations: Ensure that communication respects privacy and does not disclose further sensitive information.Balancing Act:Transparency: Be open about the nature and extent of the breach or glitch without causing unnecessary panic. Provide facts and avoid speculation.Sensitivity: Show empathy and understanding towards affected individuals and their concerns.How can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?Best Practices in Crisis CommunicationProactive Monitoring: Utilize tools to monitor for potential issues and respond before they escalate.Unified Messaging: Ensure all communications are consistent and come from authorized spokespersons.Stakeholder Engagement: Keep all stakeholders informed and engaged throughout the crisis. This includes employees, customers, partners, and regulators.Crisis Team: Have a dedicated crisis management team with clear roles and responsibilities. This team should be trained to handle various crisis scenarios.Post-Incident Review: Conduct a comprehensive review and update the crisis management plan regularly. Learn from each incident to improve future responses.Balancing transparency with sensitivity during a data breach or technical crisis is crucial for maintaining trust and credibility, says Priya Sharma. “Timely disclosure is essential; affected parties should be informed as soon as possible with clear and concise information about the incident and its impact. Demonstrating empathy towards those affected and offering support and resources helps manage the situation effectively. Ensuring all communication is accurate and factual avoids speculation and misinformation. Regular updates on the progress of resolution efforts maintain transparency. Respecting the privacy of affected individuals is also important, avoiding unnecessary disclosure of personal information. By following these strategies, companies can effectively address concerns while maintaining a positive relationship with their stakeholders,” Sharma adds.Priya Sharma feels that social media plays a vital role in crisis communication, offering both challenges and opportunities. Companies can leverage social media effectively by providing real-time updates, keeping stakeholders informed and engaged.“Engaging with the audience by responding to queries and concerns promptly demonstrates responsiveness and care. Monitoring social media sentiment helps gauge public reaction and adjust communication strategies accordingly. Consistency in messaging across all social media channels is crucial to avoid confusion and maintain credibility. Honesty and transparency in social media communications, addressing issues directly, and acknowledging mistakes when necessary are also critical. By implementing these strategies, companies can effectively manage crises in the digital age, maintaining trust and minimizing reputational damage,” she concludes.

The IMAGEXX Summit and Awards 2024, a premier event in the public relations industry organised by Adgully, concluded successfully yesterday (July 18) at the Holiday Inn, Aerocity, Gurgaon. This year marked a remarkable increase of over 35% in entries, highlighting the growing recognition of PR excellence across agencies and corporates nationwide.The event celebrated outstanding achievements with Adfactors PR being honored as the PR Agency Of The Year. Kaizzen took home the PR Agency Of The Year (Jury’s Choice) award, while PR Professionals received the accolade for PR Agency Of The Year (Adgully’s Choice).Media Mantra was recognized as the Best Independent PR Agency Of The Year, and The Right PR was named Emerging PR Agency Of The Year. Candour Communications secured the Specialist Consultancy/Firm Of The Year award, with Teamwork Communications Group and Genesis BCW winning the Jury’s and Adgully’s Choice awards respectively in the same category.Delivering his keynote address, Rahul Shivshankar, Consulting Editor at Network18, emphasized why mainstream news maintains an edge over independent media. He noted the rise of opinionated independent outlets, like YouTubers, challenging traditional media's viewership. Shivshankar questioned the true independence of these platforms, suggesting their freedom might exclude obligations for accuracy and factual reporting. He highlighted the potential hidden funding influences on independent media and acknowledged their role in diversifying news perspectives. However, he asserted that mainstream media, bound by rigorous standards, offers verified content and faces stricter accountability, which ultimately serves the audience better.A highlight of the event was a dynamic panel discussion on ‘The Future of Public Relations in the Age of AI,’ chaired by Bhaskar Majumdar of CommsAdda. Panelists, including industry leaders like Dr. Navneet Anand, Dr. Samir Kapur, and Manu Kumar, explored how AI is reshaping the PR landscape. They emphasized that AI enhances creativity and efficiency while maintaining the irreplaceable human touch in communication.Another engaging session focused on ‘New Paradigms in PR Metrics,’ led by Madhurima Bhatia from Ipsos. The panelists, including experts from Amazon India and Shell, discussed innovative ways to measure PR success, moving beyond traditional metrics to more impactful measures like Share of Influence and Media Impact Scores.The IMAGEXX Summit and Awards 2024 underscored the evolving dynamics of the PR industry, offering insights into leveraging technology for enhanced communication strategies. The event concluded with a commitment to foster innovation and excellence in public relations.“IMAGEXX Awards 2024 has once again proven to be a cornerstone event for the PR industry, celebrating the remarkable achievements and innovative strides made by our peers. The increased participation this year underscores the dynamic growth and evolving nature of public relations. As we continue to embrace new technologies and methodologies, our commitment remains steadfast—to elevate the standards of communication and to inspire excellence across the industry. Congratulations to all the winners and nominees for their outstanding contributions. Together, we are shaping the future of PR,” said Bijoya Ghosh, founder and CEO, Adgully.

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.”

India’s booming economy has become a magnet for international players, and the PR industry is no exception, with the entry of established foreign firms through acquisitions altering the landscape, particularly for independent and mid-sized agencies. The first part of this story analyzed the acquisitions by international PR firms in India during the last two decades, and the resultant opportunities and challenges, especially for mid-sized firms.The second part of this feature dives deep into this dynamic shift, exploring how these acquisitions are impacting strategies, operations, and the very future of Indian PR. We will examine the challenges and opportunities presented by this consolidation wave, and what it means for the competitiveness and innovation of the industry as a whole.Also read:The most transitional shifts in Indian PR: One acquisition at a time - Part 1Consolidation and self-relianceUltimately, achieving self-reliance (Atmanirbharta) in the PR industry requires a deep understanding of regional dynamics and market nuances, points out Bhaskar Majumdar, Head – Marketing Communication, CSR and Digital, India and South Asia, Egis.According to him, strategic foresight, innovative service delivery, and effective talent management will be pivotal for mid-sized firms to thrive amidst evolving industry dynamics and global competition.“The entry of international PR firms into the Indian market through acquisitions is significantly reshaping the strategies and operations of independent and mid-sized PR firms across the country. The presence of international firms with global expertise and extensive resources intensifies competition for both clients and talent. Independent and mid-sized PR firms are compelled to enhance their service offerings, innovate more aggressively, and differentiate themselves in specialized niches to remain competitive. International firms bring best practices and advanced technologies to the table, raising the bar for service standards in the Indian PR industry. This pushes local firms to adopt new technologies, improve operational efficiency, and elevate their overall service quality to meet client expectations,” says Majumdar.He further adds that the entry of international PR firms introduces global perspectives and practices into the Indian market. This can lead to a cultural exchange of ideas, methodologies, and strategies, enriching the capabilities of local firms and enabling them to offer more diverse solutions to clients.Majumdar stresses on the importance of fostering ‘Atmanirbhar Bharat’ in PR.“The consolidation wave affects talent dynamics in the industry. While larger firms may attract top talent with global exposure opportunities, mid-sized and independent firms can differentiate themselves by offering more personalized career growth paths, entrepreneurial environments, and specialized training. The challenge lies in comprehending the dynamic nuances of the Indian market, where indigenous firms inherently possess an advantage. In PR, fostering ‘Atmanirbhar Bharat’ is crucial. Larger Indian firms, leveraging their deep-seated understanding of local market intricacies, naturally maintain an edge over competitors. While the consolidation of international PR firms in India brings challenges for smaller players, it also presents opportunities for growth, specialization, and professional advancement. The future of the Indian PR industry looks poised for transformation, driven by global integration, higher standards, and enhanced client outcomes through strategic partnerships and innovative practices,” he concludes.<img src='https://erp.adgully.me/artical_image\4f23af0ae495077f5103e00b1d6d4a86.jpeg' class='content_image'>Rishi Seth, Founder and CEO, Evoc Communications, reckons that many international clients find it easier to work with their international counterparts in PR and advertising due to standardisation of processes and client experience across countries. This, he adds, obviously presents challenges to independent firms, who will inevitably have a unique culture and service delivery standards, leading to a client experience that may be very different from the global network firms (important to note that even international firms are not homogenous, and thus, will have differentiated processes even among themselves).According to Seth, the key for the independent firms is to invest in elevating and differentiating their client experience to compete effectively and meaningfully with international firms. “This calls for world-class systems and processes and a quality-oriented culture. Other possible strategies can include developing competitive advantages through deep local insights and stakeholder relationships, which may not be easily replicable by foreign firms. These strategies definitively work – as is evidenced by the fact that the largest PR firm in India by a huge margin is still an independent Indian firm,” he adds.A word of cautionThere is a word of caution from Akshara Lalwani, Founder and CEO, Communicate India. International firms, she warns, must be cautious about buying past successes, for, the future of PR lies in innovation and adaptability, not in traditional methods.“Despite numerous international firms entering the Indian market, success has been limited. Many have entered through acquisitions only to exit later, as the disparity between the global and Indian models remains significant. This makes it challenging for international companies to scout quality acquisitions and maintain a positive ROI. Until the Indian market matures and globalizes further, this disparity will persist,” she notes.According to Lalwani, the challenges include:Increased competition: The entry of well-established international players intensifies competition. Mid-sized firms must continually innovate and differentiate themselves to maintain and grow their market share.Cultural and operational differences: International firms often face challenges in adapting to the unique cultural and operational nuances of the Indian market. This can create a complex environment for mid-sized firms navigating collaborations or competing with these global entities.Retention and talent acquisition: The competition for top talent becomes fiercer with the presence of international firms. Mid-sized firms need to invest more in retaining their key talent and attracting new ones to stay competitive.The future of the Indian PR industryThe Indian PR industry is at crossroads. Consolidation, fueled by international acquisitions, is reshaping the landscape. But what does this mean for the future? While consolidation will drive professionalism and innovation, there can be increased pressure on independent firms, potentially leading to further consolidation.The Indian PR industry, fueled by entrepreneurial spirit, is not yet in a consolidation phase, remarks Vikram Kharvi, CEO, Bloomingdale PR. According to him, unlike saturated markets where consolidation is more common, the Indian PR landscape remains relatively young and vibrant, with ample room for the emergence of new firms. He reminds us that the notion of a consolidation wave does not accurately capture the current state of the industry.“Instead, what we are witnessing is a phase of dynamic growth and expansion. New players continue to enter the market, bringing fresh perspectives and innovative approaches to public relations. This period of growth ensures a competitive and diverse environment, fostering creativity and allowing more firms to thrive. While larger entities may acquire smaller firms to enhance their capabilities, this trend is part of the industry’s evolution rather than a sign of consolidation. The future of the Indian PR industry will likely be characterized by continued diversification and the rise of new entrepreneurial ventures, driving the sector forward,” Kharvi concludes.While the PR industry worldwide is witnessing a wave of consolidation, with established giants merging and acquiring smaller players, India presents a slightly different picture, points out Rishi Seth. Here, he adds, the trend has been more towards outright acquisitions by international firms. However, it is important to note that the Indian PR scene is a breeding ground for new agencies. He thinks that this constant influx of young, dynamic firms, led by both seasoned and emerging communication professionals, suggests a more optimistic outlook. So, unlike the global consolidation trend, the Indian PR landscape might be headed for a future brimming with diverse players, creating a richer and more competitive ecosystem, Seth concludes.Akshara Lalwani is certain that the consolidation wave is likely to drive the Indian PR industry towards greater professionalism and sophistication. While the entry of international firms brings challenges, it also fosters a more competitive and innovative environment.Lalwani stresses that the future success of PR firms in India will depend on their ability to adapt to changing market dynamics, embrace new technologies, and offer value-driven services.As the market continues to globalize, the gap between global and Indian models is expected to narrow, leading to a more integrated and mature PR landscape in India, she concludes.Ashraf Engineer, Head of Strategy, Ideosphere, foresees that the pressure on independent and mid-sized firms to raise their game will increase. This might mean they too would look for investments or outright acquisitions.“Growth is the mantra, in my view, for survival. And you need investment to fuel it. While the industry has been in consolidation mode for a while, there are still attractive targets for the picking. Global groups will have their eyes on them. In my view, we will continue to see consolidation for at least five more years. I believe it is good for the Indian PR industry for the reasons outlined before,” Engineer says.However, he does not believe that all Indian agencies will look to sell. He states that there are major independent players that have resisted the temptation to sell outright or part with a stake. “And they’re doing very well. Once the dust has settled, what we’ll have is a layered industry that comprises agencies of varying sizes, independent and otherwise, each layer catering to different budgets and client needs,” concludes Engineer.

Adgully, in collaboration with Comms Adda, recently hosted a webinar titled "Building a Powerful Brand Narrative – The Science of Storytelling and Its Role in Creating a Strong Brand Identity that Resonates with Target Audiences." The session was moderated by Bhaskar Majumdar, Head of Marketing Communications, CSR & Digital at Egis South Asia, and featured insights from Arun Arora, Director Strategy, Communications & CSR at Chetak Group & Foundation, Bhumika Gupta Oberoi, Team Lead Marketing at Boston Consulting Group (BCG), Priya Patankar, Head of Communications at PhonePe, and Rahul Gossain, Chief Strategy and Brand Officer at JSA.Evolution of Brand BuildingBhaskar Majumdar initiated the discussion by posing a question to Arun Arora: "In the last 30 years, how have you seen brand building as a subject change? When I started almost 23-24 years back, brand building used to be more of an advertising space, now it’s PR also, social media also. How do you think brand building has evolved over the years and become an integral part of the communication function?"Arun Arora responded by tracing the origins of storytelling back to ancient India, highlighting its long-standing role in communication. He noted, "If we get into our ancient history of India, storytelling started long ago. It was one of the best ways of communicating across generations, going as far as the time of Ramayana when Luv and Kush went around town narrating the tale of Ram and Sita. This was the way of educating people. There were a lot of literatures that we had, taught through oral recitations by saints, healers, gurus, and teachers. Thus, using story building as a tool to effectively communicate any niche for the story or character has survived. Even now, storytelling can take any form – oral, written, visual, digital, or street play. Ramayana is still played across India, year after year around Dusshera time. Storytelling is in our blood, and that’s how we have evolved."He continued, "This is not true only for India; almost 3000 years ago, the Egyptians started this concept. Even before that, cavemen used cave paintings to communicate. Storytelling is imbibed in human beings and keeps evolving, moving from cave paintings to ChatGPT, the AI tool that generates stories, sometimes more than what is required."The Role of Emotion in StorytellingArun Arora further elaborated on the structure of storytelling: "We all know how we define news in the newspaper using the inverted pyramid concept. Similarly, when we talk about a story, it begins with an interesting, insightful incident, followed by a turning point, a crisis, then the climax, and resolves with a happy ending, which is common in Hindi films. These are the basic tenets of storytelling. Eventually, we are touching the emotional chord of the listeners or the audiences. Once we touch the emotional chord, the brand establishes itself in the psyche of the audience. Converting a definition into a story form gives far greater acceptance. Even when teaching children, we start with storybooks and picture books because their acceptance and comprehension are greater."Purpose-Driven Brand NarrativesBhaskar Majumdar then asked Bhumika Gupta about her thoughts on the emotional aspect of storytelling. Bhumika Gupta responded by sharing a story: "There is a story of a janitor who said he put a man on the moon when President Kennedy visited NASA. The janitor put emotion into the story, defining his purpose. There are two things in the perspective of the story – purpose and emotion. If there is no purpose, you won't connect with the consumers' emotions, and the story won't attract the audience’s attention. The janitor could have just said he was cleaning, but he spoke about his role in a world-important event. That is the role emotions play in a story, making some ads or stories better than others."Strategic Narrative in Diverse MarketsBhaskar Majumdar shared his personal experience with storytelling and then directed a question to Priya Patankar about creating a brand narrative for different target audiences. Priya responded by discussing PhonePe’s approach: "We started strong in tier 2 and tier 3 markets. For us, the problem statement started right from our inception, ensuring the message was appealing. One of the first things was being multilingual from day one, as language is a key part of engagement. Money causes anxiety, so if troubleshooting is in English, vernacular users are lost. Our app, help center, and smart speakers are multilingual. Storytelling is engaging with the consumer at a level where they feel involved. Tailoring communication to the user’s language, style, age, and stage in life makes a lot of difference. AI might take over more DAU communication, but we humanize it as much as possible."She added, "Younger people are digital-savvy and fearless, while older generations need more visual aid. Tailoring our strategy over time to be as targeted as possible, we ensure regional campaigns are specific, like Pongal and New Year. Our CRM and PR strategies are tailored to different regions and occasions."Communication Strategy in Professional ServicesBhaskar Majumdar asked Rahul Gossain about brand building in his services. Rahul responded by explaining the need for an integrated framework: "A brand must have a clear purpose that appeals to various stakeholders, whether internal or external. Effective communication facilitates behavior and cultural change, aligning everyone with the brand’s aspirational values. This applies across professional services, corporates, B2B, B2C, or D2C contexts. The role of communication is to transcend defined aspirations and bind everyone together."The webinar underscored the timeless relevance of storytelling in brand building. With insights from seasoned professionals, it highlighted how purpose-driven and emotionally resonant narratives can create strong brand identities. The discussion provided valuable perspectives on adapting storytelling techniques to different markets and sectors, reaffirming storytelling as a powerful tool in modern brand communication.

Authored by Bhaskar Majumdar, Head - Marketing Communication, Digital and CSR, Egis South Asia and originator of CommsAdda.In recent developments that have sent ripples across the public relations industry in Asia, prominent PR agencies like Ketchum Sampark have initiated significant layoffs and are winding down operations in pivotal markets such as India and China. This strategic retraction by global giants has not only impacted the employees but also disrupted the service continuum for numerous clients. Let’s look into why these firms, despite their global prowess, are struggling in these fast-growing markets and the broader implications for all stakeholders involved.Ketchum, a titan in the PR industry, has faced daunting challenges in maintaining its operational footprint in China and India. These markets are characterized by their unique cultural, economic, and media landscapes, which often require localized knowledge and a nuanced approach to business practices and client relations. Ketchum's decision to acquire local firms like Sampark in India and form alliances like Newscan in China initially seemed to pave the way for deeper market integration. However, navigating the complex business environment in these countries demands more than just a presence; it requires a holistic understanding of local consumer behaviour, media relations, and regulatory frameworks.Recent news stories highlight that Ketchum is laying off most of its workforce in China and India, incorporating the remaining staff and clients into its sibling agency FleishmanHillard. This move suggests a consolidation strategy aiming to cut losses and streamline operations. Despite this drastic measure, Mike Doyle, Ketchum's global CEO, assured that the brand would continue serving the markets through the Omnicom network, indicating a shift in strategy rather than a complete exit.However, such consolidations are often seen as a last resort when profitability is under severe pressure. Factors contributing to these pressures include Understanding the Indian market is essential for effective public relations due to its diversity in languages, cultures, burgeoning startup ecosystem, and numerous other factors influencing business viability. Acquiring insights into 'Bharat', representing the heartland of India, is particularly crucial for navigating this dynamic landscape. Another key factor is fierce competition from homegrown agencies who possess inherent advantages in understanding domestic markets and client needs, as well as challenges in adapting global strategies to local contexts effectively. Additionally, the rapid evolution of digital media landscapes and public relations tools may have outpaced the traditional operational models of these international firms.Foreign consultancies often face higher operational costs due to their global standards and practices, which may not always align with local pricing dynamics. The pressure to deliver results comparable to their performance in Western markets can lead to misaligned business strategies that fail to resonate locally. Moreover, the entry strategy through acquisitions can sometimes backfire if the integration processes dilute the local firm’s strengths instead of building upon them.The contraction of firms like Ketchum in India and China profoundly impacts various stakeholders, leaving a significant void across multiple dimensions of the PR industry. First and foremost, the layoffs engender immediate job losses, casting a shadow of uncertainty over the future career paths of numerous affected employees. While the transition of remaining personnel to FleishmanHillard might offer some semblance of continuity, the integration process is often riddled with challenges. These can range from issues of cultural fit within the new organization to substantial adjustments in roles and responsibilities, potentially complicating what might already be a stressful period for these individuals.For clients of agencies like Ketchum, the impact is similarly disruptive. These businesses have depended on the established expertise and global reach of their PR agencies to guide their communications strategies and safeguard their corporate reputations. With the operational fold into FleishmanHillard, these clients could face interruptions that may affect the continuity of ongoing campaigns, disturb the established dynamics between client and agency, and misalign strategic objectives that were previously in place.The local PR industry faces its own set of challenges and opportunities from these international pullbacks. On one hand, the retreat of a global player like Ketchum could reduce competition, potentially freeing up market space for domestic firms. On the other hand, this contraction also reduces the diversity of professional PR services and global perspectives within the market. International firms often bring different approaches and a broader worldview that can spur innovation and elevate standards within the local industry.The market perception influenced by such high-profile exits cannot be underestimated. When international firms scale back their operations or exit markets like India and China entirely, it sends a potent message regarding the viability and attractiveness of these markets. Such moves might be interpreted as these regions being too challenging to navigate or not sufficiently profitable, potentially deterring future foreign investments in these sectors. This could have long-term implications for the economic landscape, affecting not just the PR sector but broader business activities in these vibrant markets.The retrenchment of Ketchum and similar entities calls for a reassessment of how global PR firms operate in culturally and economically diverse markets like India and China. Success in these markets requires firms to not only adapt their strategies but also deeply immerse themselves in understanding local nuances. For the PR industry in Asia, this could be a moment of introspection and perhaps an opportunity for local firms to rise and fill the gaps, leveraging their inherent market insights and cultural compatibilities.DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

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