https://theprpost.com/post/8913/

Addressing the talent crunch in the PR industry: Key challenges and solutions

The PR industry is currently facing a significant talent crunch, exacerbated by the evolving demands of the communications landscape. As the need for innovative strategies, digital integration, and agility rises, the challenge of finding and retaining the right talent becomes even more pressing. Adding to this complexity is the post-pandemic shift, where professionals have reconsidered their priorities, mental health has come to the forefront, and the traditional agency model faces scrutiny.The Talent Shortage and Mental Health StrainThe pandemic has left an ingrained mark on how the PR industry operates, particularly in terms of workload and mental health. The toll of non-stop work, endless syncs and Zoom meetings, along with the isolation and difficulty in expressing its impact is real. This constant pressure, especially in an industry where professionals juggle multiple clients, projects, and personal responsibilities, has led to significant burnout.The situation isn’t just about overwork – there’s a deeper issue regarding how mental health is addressed in the PR sector. Professionals are often expected to maintain high levels of productivity and creativity while meeting client demands, which has caused many to question the sustainability of this pace.Key Challenges in Attracting TalentThe first step in addressing the talent crunch is understanding the root causes behind why PR agencies struggle to attract talent. Vikram Kharvi, CEO, Bloomingdale PR, points out that the startups have been a major factor. He says, “Startups often attract talent with the promise of innovation, flexibility, and the excitement of building something new from the ground up. They offer a sense of ownership and direct impact that can be incredibly appealing, especially to younger professionals.”This highlights a major issue within traditional PR agencies – the perceived rigidity in structure and lack of flexibility. Startups and in-house PR roles often offer more flexible working conditions, including work-from-home options and adaptable hours. In contrast, PR agencies, bound by tight client deadlines, are often viewed as being less accommodating in terms of work-life balance. As a result, talented professionals are drawn to roles that promise a better balance between personal and professional life.Sonali Sokhal, CEO and Founder, Intelliquo, adds to this by emphasizing on the gap in proper training within the industry. “Young people join the workforce without adequate training and then find the work overwhelming, leading them to leave. We need to empower young professionals with skill development and proper processes,” she says. The absence of structured training and mentorship has resulted in a high turnover rate, as young professionals often feel overwhelmed by the demands placed on them without the right guidance.Retaining Talent: The Bigger ChallengeOnce talent is attracted to the industry, retaining them presents its own challenges. Tarunjeet Rattan, Managing Partner, Nucleus PR, explains that the constant barrage of unrealistic demands can quickly lead to burnout. “When insane demands and unrealistic expectations across brands and partners fly across your desk every single day at an intense pace, it can become overwhelming very quickly,” she adds. The relentless pressure, coupled with the often misunderstood role of PR within the broader communications ecosystem, makes it difficult for professionals to feel motivated and valued.Additionally, Rattan points out that the limited ability to showcase the true impact of PR due to client confidentiality adds to the problem. “We are limited by client confidentiality, which allows us to talk in generalities and rarely give a true picture of what we actually do. This is limiting. Smaller groups and closed-door discussions work in attracting the right minds to the profession, but it is a slow, arduous task where demand is way higher than supply,” she adds.The gender gap in PR leadership further complicates the retention issue. Many women in the industry find themselves at a crossroads, often stepping back or taking career breaks to manage family responsibilities. The lack of sufficient support systems, such as flexible work arrangements and childcare solutions, within agencies leads to the loss of highly experienced professionals.Bloomingdale PR’s Kharvi highlights how this is particularly challenging for women leaders in PR, stating, “The lack of sufficient support systems within agencies to accommodate these needs can result in losing highly experienced and talented professionals.”Government Initiatives and Skill DevelopmentWith the Indian government’s Budget 2024 focusing on upskilling the workforce to make people more employable, there is an opportunity for the PR industry to align itself with these initiatives. Skill development and training programs, particularly in digital and social media, can help address the growing gap in talent.Abhishek Puri, Corporate & Marketing Communications NIIT Limited, emphasizes on the need for continuous learning within the PR sector. He says, “The rapid pace of change in digital and social media demands continuous learning and adaptation. PR firms must offer training and development programs focused on these emerging trends to retain top talent.”Beyond digital skills, there is also a need for a clear career progression path within the industry. Without a defined trajectory for growth, professionals may feel stagnant, leading them to explore opportunities in other industries. Puri also highlights the importance of creating dynamic work environments that foster creativity and innovation to keep top talent engaged.Strategies to Combat the Talent CrunchTo address the talent crunch, PR firms must adopt a comprehensive, multi- faceted strategy. This involves not only attracting talent but also ensuring their long-term growth and engagement within the industry.Evangelize the PR Industry: Tarunjeet Rattan suggests that the industry needs to take a more proactive approach in promoting PR as a career choice. “We need to do more on evangelizing PR at an individual, apex body, and community group level.” Showcasing the diversity and dynamism of PR through career fairs, college workshops, and industry events can attract fresh talent.Partnerships with Educational Institutions: According to Rattan, establishing collaborations with colleges can ensure that students are equipped with the right skills and knowledge about the PR profession. “Colleges need to offer the right counseling for students, helping them understand the profession and their aptitude for it. The right courses and sessions with industry professionals along with internships can go a long way toward helping talent understand the profession.”Provide Flexible Work Environments: Vikram Kharvi points out that flexibility is one of the key drivers in attracting talent. Offering options for remote work, flexible hours, and better work-life balance is crucial. Agencies need to adapt to the demands of today’s workforce, which prioritizes flexibility and a supportive work environment.Upskill and Mentor Employees: Both Sonali Sukhal and Tarunjeet Rattan agree that continuous learning and mentorship are essential to retaining talent. Sukhal explains, “PR firms need to showcase best practices to attract talent. The younger generation today is concerned about the impact of their work, as much as they are on career growth.” Providing employees with training programs, access to mentors, and opportunities to work across different verticals can help them grow holistically within the profession.Address Mental Health: The relentless pace and pressure of PR work have led to widespread burnout. Agencies need to make mental health a priority by creating supportive work cultures, offering counseling services, and ensuring that workloads are manageable. Rattan’s observation about the overwhelming pace of PR work speaks to the urgent need for agencies to implement better mental health initiatives to retain talent.Create Clear Career Progression Paths: PR professionals often leave the industry due to a lack of clarity around career growth. Abhishek Puri emphasizes on the importance of establishing clear pathways for advancement within the industry to keep talent motivated and engaged.
https://theprpost.com/post/8812/

The rise of podcasting: A brand-new frontier in PR storytelling

Before podcasts became a global phenomenon, the world of digital audio content was already evolving through video blogs and internet radio shows. The turning point came in 2003 when software engineer Dave Winer developed an audio RSS feed for Christopher Lydon, a former The New York Times reporter and public radio host. This innovation allowed Lydon to deliver audio interviews on his blog, spawning a brand-new world of podcasting.In 2004, the concept took a major leap forward with the creation of iPodder by Winer and former MTV VJ Adam Curry. This programme enabled users to download internet radio broadcasts and audio content directly to their iPods, leading to the term "podcast"—a portmanteau of "iPod" and "broadcast." The launch of the first podcast hosting platform, Libsyn, later that year, further mainstreamed the medium. By 2005, Steve Jobs integrated podcast subscriptions into iTunes, solidifying podcasts' transition from a niche interest to a widely recognized format.Today, with the burgeoning popularity of podcasts in India, PR agencies have a unique opportunity to harness this audio revolution to engage targeted audiences and craft compelling brand stories. The rise of podcasts as a mainstream medium has transformed how brands communicate, offering a fresh and dynamic approach to storytelling and audience engagement.Leveraging the Podcast Boom: Insights from PR ProfessionalsTarunjeet Rattan, Managing Partner, Nucleus PR, observes: “If you thought podcast popularity is about the audio... then you are wrong. It is now all about the video that accompanies it. The snippets on social media platforms along with the video-fication of podcasts is what is drawing viewers, advertisers, and guests to the medium.” This shift towards a multimedia approach highlights the evolving nature of podcasts and the importance of integrating visual elements to maximize engagement.The surge in podcast consumption presents several strategic opportunities for PR agencies, says Vikram Kharvi, CEO, Bloomingdale PR. He elaborates on how agencies can tap into this growth: “The surge in podcast consumption in India presents a unique opportunity for PR agencies to connect with targeted audiences in a more intimate and engaging way. Here’s how PR agencies can tap into this audio revolution:Develop Branded Podcasts: PR agencies can collaborate with clients to create branded podcasts that align with their brand narrative. These podcasts can delve into industry insights, thought leadership, and customer success stories, offering value-driven content that resonates with the target audience. By creating content that listeners can relate to, brands can build deeper connections and enhance brand loyalty.Leverage Guest Appearances: Positioning key client spokespeople as guests on popular podcasts in their industry can significantly enhance visibility and credibility. This strategy allows clients to tap into established audiences and share their expertise, thereby elevating their thought leadership in the market.Sponsorship and Advertising Opportunities: Sponsoring popular podcasts that align with the brand’s values and target audience can be an effective way to reach a specific demographic. Additionally, placing targeted ads within relevant podcasts can help reinforce brand messaging in a more natural and less intrusive manner compared to traditional advertising.Create Podcast-Specific Content Strategies: PR agencies should develop content strategies specifically for the podcast format. This includes creating teaser content for social media, developing show notes and blogs that expand on podcast episodes, and leveraging podcast content in other PR and marketing campaigns. Repurposing podcast content into multiple formats can maximize reach and engagement.Engage with Niche Audiences: Podcasts often cater to niche audiences with specific interests. PR agencies can help brands identify and engage with these niche communities by crafting stories and content that speak directly to their needs and interests. This targeted approach can lead to more meaningful engagement and higher conversion rates.Measure Impact and Adapt: Like any PR initiative, it’s crucial to measure the impact of podcast-related activities. Tracking metrics such as listener engagement, shares, and conversions can provide insights into what’s working and where adjustments are needed. This data-driven approach ensures that podcast strategies remain effective and aligned with client goals.”Abhishek Puri, Corporate & Marketing Communications at NIIT Limited, adds another layer to the conversation: “Developing engaging podcast series that align with the brand's values and resonate with target audiences is crucial. Leveraging influencers by partnering with popular podcast hosts and influencers can amplify brand messages and reach niche audiences. Using podcasts as a platform to tell compelling brand stories engages listeners on a deeper level.”By understanding and tapping into the evolving podcast landscape, PR agencies can effectively reach their target audiences and drive impactful brand narratives in this rapidly expanding medium. The integration of multimedia elements, strategic guest appearances, and targeted content strategies can help brands stand out in the crowded podcast space and build stronger connections with their audiences. As the podcast industry continues to grow, its potential to influence and engage will only expand, offering new opportunities for innovative and compelling PR strategies.
https://theprpost.com/post/8506/

Vikram Kharvi on Bloomingdale PR's differentiation and future of communications

In an exclusive interaction with Adgully, Vikram Kharvi, CEO of Bloomingdale PR, speaks at length about how Bloomingdale differentiates itself from other PR firms in terms of strategy and client engagement. He also discusses the key challenges the PR industry faces in attracting and retaining top talent, especially in a rapidly evolving communications landscape, the growing popularity of podcasts in India, and how PR agencies can tap into the audio revolution to effectively reach targeted audiences and craft compelling brand stories, and more.How does Bloomingdale differentiate itself from other PR firms in terms of strategy and client engagement?At Bloomingdale PR, our approach is anchored in a deep understanding of each client’s unique challenges and opportunities. We don’t believe in one-size-fits-all solutions. Instead, we tailor our strategies to align with our clients’ specific business objectives, ensuring that every campaign is not just about visibility but about driving real business outcomes.Our differentiation lies in our ability to integrate traditional PR principles with modern digital techniques. This combination allows us to craft comprehensive narratives that resonate across various platforms, whether it’s through earned media, influencer collaborations, or direct digital engagement.Moreover, our client engagement model is built on transparency, partnership, and constant innovation. We see ourselves not merely as service providers but as strategic partners invested in our clients’ long-term success. This means we are proactive, continuously looking for new opportunities to add value, and always willing to go the extra mile to exceed expectations.Our team’s diverse industry experience and our commitment to lifelong learning ensure that we stay ahead of trends and bring fresh, impactful ideas to the table. We pride ourselves on being adaptable, creative, and deeply committed to helping our clients not just navigate but thrive in an ever-evolving media landscape.Having worked as a Senior Reporter at the Indian Express Group, how has your journalism background informed your approach to PR and communication strategies?My experience as a Senior Reporter at the Indian Express Group has profoundly shaped my approach to PR and communication. Journalism taught me the value of storytelling—how to craft narratives that are not only compelling but also resonate deeply with the intended audience. This background gives me a unique perspective when it comes to understanding what the media is looking for, how stories are built, and what makes them newsworthy.In PR, this translates to a strategic approach where I prioritize clarity, relevance, and impact. I understand the pressures and deadlines that journalists face, which helps me craft pitches and stories that are timely, precise, and aligned with their editorial needs. This insight has allowed me to build strong, trust-based relationships with the media, ensuring that our clients’ messages are not just heard but amplified in the right ways.Furthermore, my journalism experience instilled in me a deep commitment to truth and integrity, which I carry into my PR practice. I believe that authentic communication—grounded in honesty and transparency—is the most powerful tool for building and sustaining reputations.In essence, my journalism background has equipped me with a keen sense of what works in the media world and how to leverage that knowledge to create communication strategies that are both effective and ethical. It’s about bridging the gap between the story and the audience, ensuring that our clients’ messages cut through the noise and make a lasting impact.How has your experience as a Senior Vice President at Adfactors PR influenced your leadership style and strategy at Bloomingdale?My tenure as a Senior Vice President at Adfactors PR was instrumental in shaping both my leadership style and strategic approach at Bloomingdale PR. Leading diverse teams and managing high-stakes projects across various sectors at Adfactors taught me the importance of adaptability and the power of a collaborative leadership approach.At Adfactors, I learned that effective leadership is about empowering your team—providing them with the tools, guidance, and trust they need to excel. This belief is at the core of my leadership style at Bloomingdale. I focus on fostering a culture where every team member feels valued and encouraged to bring innovative ideas to the table. By creating an environment of mutual respect and continuous learning, I ensure that our team is always motivated and aligned with our clients’ goals.Strategically, my experience at Adfactors has ingrained in me the importance of being client-centric and results-driven. Handling large accounts and complex communications challenges honed my ability to develop strategies that are both comprehensive and flexible, allowing us to navigate the dynamic landscape of PR with agility. At Bloomingdale, this translates into a strategy that is deeply informed by data, yet creative in its execution—always with a sharp focus on delivering measurable outcomes for our clients.Moreover, my role at Adfactors reinforced the value of long-term thinking in client relationships. I’ve carried this forward into Bloomingdale, where we aim not just to meet immediate client needs but to build enduring partnerships that contribute to their sustained success.In essence, my experience at Adfactors PR has provided me with a solid foundation of strategic insight and leadership acumen, which I now leverage to steer Bloomingdale PR toward greater heights, ensuring we remain at the forefront of the industry.You’ve worked extensively with SaaS, technology, and B2B enterprises. What trends do you see emerging in these sectors, and how should PR strategies evolve to meet these changes?The SaaS, technology, and B2B sectors are evolving rapidly, driven by advancements in AI, automation, and data analytics. One of the key trends I’m observing is the increasing demand for personalized, customer-centric solutions. Companies are moving away from generic offerings and are instead focusing on tailoring their products and services to meet the specific needs of their customers. This shift is also reflected in the growing emphasis on customer success as a critical business function.Another significant trend is the convergence of technologies—such as AI, machine learning, and the Internet of Things (IoT)—which is leading to the creation of more integrated and intelligent solutions. This convergence is transforming how businesses operate, making them more efficient and enabling them to derive deeper insights from their data.In the B2B space, there’s a clear move towards digital transformation, with companies increasingly adopting cloud-based solutions to enhance agility and scalability. This digital shift is also changing the buying journey, with decision-makers relying more on digital content and peer reviews before making purchasing decisions.Given these trends, PR strategies need to evolve to stay relevant and impactful. Firstly, PR must become more data-driven. Understanding the metrics that matter to your audience and using these insights to shape your narrative is essential. This means PR professionals need to be comfortable with analytics and able to translate data into compelling stories.Secondly, as businesses demand more personalized solutions, PR strategies should also become more targeted. It’s no longer enough to broadcast a message broadly; instead, we need to engage with specific segments of the market through tailored content and channels. This requires a deep understanding of the buyer persona and the ability to craft messages that resonate on a personal level.Thirdly, thought leadership will continue to be a crucial component of PR in these sectors. With the pace of technological change, companies that position themselves as innovators and thought leaders will stand out. This involves not just creating content that educates and informs but also actively participating in industry conversations—whether through media placements, speaking engagements, or social media.Lastly, PR strategies should embrace the power of digital tools, from AI-driven media monitoring to social listening and automated content distribution. These tools can help us be more responsive and adaptive in our approach, ensuring that we can meet the fast-changing needs of the SaaS, technology, and B2B landscapes.At Bloomingdale PR, we’re constantly refining our strategies to align with these trends, ensuring that our clients are not just keeping up with the changes but are leading the way.What are the key challenges the PR industry faces in attracting and retaining top talent, especially in a rapidly evolving communications landscape?The Indian PR industry faces several ground-level challenges in attracting and retaining top talent, particularly in today’s fast-evolving communications landscape.Firstly, the allure of startups has grown significantly. Startups often attract talent with the promise of innovation, flexibility, and the excitement of building something new from the ground up. They offer a sense of ownership and direct impact that can be incredibly appealing, especially to younger professionals.Flexibility is another key factor. Startups and in-house roles are increasingly seen as offering more flexible working conditions compared to traditional PR agencies, which can be more rigid in their structure. The appeal of work-from-home options, flexible hours, and a better work-life balance often draws talent away from the agency life.There’s also a perception that in-house roles come with less pressure than agency work. Many professionals believe that working for a single brand allows for deeper focus and less of the ‘always-on’ mentality that PR agencies demand. This perception, whether true or not, makes in-house roles, especially in established companies, more attractive.Additionally, many women leaders in the industry face the tough decision of stepping back or taking breaks to manage family responsibilities. The lack of sufficient support systems within agencies to accommodate these needs can result in losing highly experienced and talented professionals.Innovation within the PR industry is also a concern. The industry is sometimes slow to adopt new technologies and approaches, leading to a sense of stagnation among top talent who crave the excitement of working on the cutting edge. Without fresh, dynamic environments, we risk losing creative minds to industries that are more forward-thinking.Lastly, the high-pressure nature of PR, with its relentless pace and the expectation to be always available, leads to fatigue and burnout. This ‘always-on’ culture is unsustainable for many, pushing them to seek roles that offer a better balance between work and personal life.At Bloomingdale PR, we recognize these challenges and are actively working to create a supportive, flexible, and innovative environment that not only attracts top talent but also ensures they can thrive and grow with us for the long term.What strategies can PR firms implement to attract and retain top talent, especially in digital and social media, where the demand for expertise is rapidly growing?To attract and retain talent, Indian PR firms need to adopt several strategic approaches:1. Focus on Competitive Compensation and Recognition:While offering flexible work hours and remote work can be challenging for PR consultancies, providing competitive salaries and robust recognition programs can go a long way. A clear and transparent system of rewards, bonuses, and public acknowledgment for exceptional work can help bridge the gap and keep talent motivated and engaged.2. Invest in Continuous Learning and Development:Digital and social media trends evolve quickly, and professionals in these fields need to stay ahead of the curve. PR firms should provide regular training, certifications, and opportunities for employees to learn and grow, keeping their skills sharp and relevant.3. Foster a Culture of Innovation:To attract creative talent, firms must cultivate an environment where innovation is encouraged and rewarded. This means giving teams the freedom to experiment with new tools, platforms, and strategies without the fear of failure.4. Create Clear Career Progression Paths:Talented individuals need to see a future within the organization. PR firms should map out clear, achievable career paths that allow digital professionals to advance based on their performance and contributions.5. Promote a Collaborative and Inclusive Workplace:Building a workplace culture that values collaboration, diversity, and inclusion can significantly enhance job satisfaction. When employees feel valued and part of a supportive community, they are more likely to stay long-term.6. Leverage Employee Advocacy:Encouraging current employees to share their positive experiences and the innovative work they’re doing can help attract like-minded talent. Employee testimonials and case studies showcasing the firm’s work in digital and social media can be powerful recruitment tools.With the growing popularity of podcasts in India, how can PR agencies tap into the audio revolution to effectively reach targeted audiences and craft compelling brand stories?The surge in podcast consumption in India presents a unique opportunity for PR agencies to connect with targeted audiences in a more intimate and engaging way. Here’s how PR agencies can tap into this audio revolution:1. Develop Branded Podcasts:PR agencies can collaborate with clients to create branded podcasts that align with their brand narrative. These podcasts can delve into industry insights, thought leadership, and customer success stories, offering value-driven content that resonates with the target audience. By creating content that listeners can relate to, brands can build deeper connections and enhance brand loyalty.2. Leverage Guest Appearances:Positioning key client spokespeople as guests on popular podcasts in their industry can significantly enhance visibility and credibility. This strategy allows clients to tap into established audiences and share their expertise, thereby elevating their thought leadership in the market.3. Sponsorship and Advertising Opportunities:Sponsoring popular podcasts that align with the brand’s values and target audience can be an effective way to reach a specific demographic. Additionally, placing targeted ads within relevant podcasts can help reinforce brand messaging in a more natural and less intrusive manner compared to traditional advertising.4. Create Podcast-Specific Content Strategies:PR agencies should develop content strategies specifically for the podcast format. This includes creating teaser content for social media, developing show notes and blogs that expand on podcast episodes, and leveraging podcast content in other PR and marketing campaigns. Repurposing podcast content into multiple formats can maximize reach and engagement.5. Engage with Niche Audiences:Podcasts often cater to niche audiences with specific interests. PR agencies can help brands identify and engage with these niche communities by crafting stories and content that speak directly to their needs and interests. This targeted approach can lead to more meaningful engagement and higher conversion rates.6. Measure Impact and Adapt:Like any PR initiative, it’s crucial to measure the impact of podcast-related activities. Tracking metrics such as listener engagement, shares, and conversions can provide insights into what’s working and where adjustments are needed. This data-driven approach ensures that podcast strategies remain effective and aligned with client goals
https://theprpost.com/post/8106/

Experts say PR pros need cultural competence globally

On August 29, 2024, Adgully hosted the latest edition of #GullyChat, focusing on the topic ‘Mapping the Future of PR: Globalization and Cultural Diversity’. The discussion explored how the PR industry is navigating the challenges and opportunities of a globalized world while embracing cultural diversity in its strategies and communications.The esteemed participants included:Sonali Sokhal, CEO and Founder, IntelliquoTarunjeet Rattan, Managing Partner, Nucleus PRSiddhartha Mukherjee, Founder, Brand BalanceVikram Kharvi, Chief Executive Officer, Bloomingdale Public RelationsAkanksha Jain, Head of Public Relations & Corporate Communications, BharatPeThe panellists discussed cultural competence and how PR professionals must understand diverse cultural nuances to effectively communicate with global audiences.Tarunjeet Rattan emphasized, “Understanding how to communicate across geographies, age groups, and diverse cultural groups is a basic requirement for anyone in PR. If you aren’t doing that, then you’re in the wrong profession and will always be wondering how to get things done.”Siddhartha Mukherjee added here, “The future of PR will depend on its ability to take charge and showcase business outcomes. PR machinery will need to have full command and control of the Input-Output-Outcome framework. Building cultural competence is part of the input ERPs (efforts, resources, processes). CXOs of business brands rely on the PR machinery to ensure that all stakeholders in both local and global target markets build and sustain long-term relationships with the business. Data-wise, recall and admiration scores need to be the strongest. A lot of initiatives are being taken to understand the culture and extract the mood of the markets in terms of expectations, fears, and aspirations.”Vikram Kharvi also shared his thoughts on the importance of cultural competence in PR, saying, “Cultural competence is a vital skill for PR professionals, especially as they engage with diverse global audiences. This encompasses the ability to understand, communicate with, and effectively interact with people across various nations. Investing in training programs that enhance cultural competence among PR professionals is crucial. Workshops and seminars can help teams understand cultural differences and develop skills for effective cross-cultural communication.”The chat further touched upon on digital literacy, highlighting how digital tools, data analytics, and social media platforms are crucial for successful PR campaigns.Akanksha Jain noted, “In today’s times, it is important to have a good understanding of digital tools to ensure better reach, more impact, and better assessment of results. Leveraging social media platforms for building brand reputation is key. It is important to follow an always-on strategy and listen to what the customer is saying on social media. Social sentiment is a great indicator of the reputation of brands. Data analytics plays an important role in understanding audience behavior and refining PR strategies.”Sonali Sokhal added, “Social media is also a vital ‘listen in’ tool for brands, which is unfortunately not utilized as well as it should be. Digital literacy is vital for measurement. In today’s fractal world, social and digital platforms allow us to get a tangible count of impact.”Vikram Kharvi noted, “PR professionals with a diverse digital toolkit, including media databases, news monitoring, and email automation, can deliver integrated campaigns that drive business outcomes. Digital literacy helps PR teams respond quickly and strategically to crises, using social listening to gauge sentiment and proactively manage brand reputation. Proficiency in SEO, influencer marketing, and link building sets digitally literate PR pros apart, enabling them to drive online visibility and engagement.”The conversation also highlighted the importance of collaboration and effective teamwork in PR, essential for leveraging expertise and resources.Sonali Sokhal remarked, “It takes a village to make a brand; it takes a team to win the game! Trust and respect are the foundation of good teamwork. Communications today is multidisciplinary and needs varying skill sets only a team can bring to the table. We are living in the era of collaborations for brands and organizations across verticals, so communications teams need to collaborate internally and externally.”Akanksha Jain emphasized, “Effective collaboration within PR involves working closely with cross-functional teams, including business, marketing, sales, product development, tech, and legal departments. By leveraging the expertise of these teams, PR professionals can ensure that messaging is consistent, accurate, and aligned with broader business objectives. PR professionals must cultivate and maintain strong relationships with external partners, such as media outlets, influencers, industry experts, KOLs, and community leaders. These partnerships provide valuable insights, amplify messaging, and extend the reach of PR campaigns.”Tarunjeet Rattan observed, “Acing how to work with different generations, nationalities, and genders across all internal departments and external partners will be the mark of your success as a ‘communicator’. Be worthy of the designation you carry. A good ‘PR leader’ has the ability to unite stakeholders and get behind a single strategy with empathy and camaraderie. Apart from all the jargon on tech, reports, analysis, etc., people management is your true self.”Lastly, Siddhartha Mukherjee shared, “The efficiency and efficacy of PR are founded on collaborations. The term can have different dimensions – with internal and external partners. Internal collaborations would be with CXOs, on-ground operation departments, an organization’s central MiS, and intelligence and research desks. External collaborations could be with communications agencies, ERP management and advisory consultancies, pure play research services, audit and quality assurance services, measurement and data analytics, influencer groups, communities, etc. Both internal and external collaborations need to happen across markets and geographies. Collaborations will be effective only when the framework is visualized, designed, and implemented well, all supported by measurement and data-led ERPs (efforts, resources, and processes).”
https://theprpost.com/post/7474/

Indian PR: Looking for balance between Atmanirbharta and global consolidations

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.
https://theprpost.com/post/7458/

The most transitional shifts in Indian PR: One acquisition at a time - Part 1

The past two decades have seen the public relations industry in India undergoing a fascinating transformation. Global PR giants are no longer bystanders, but active participants, shaping the narrative through strategic acquisitions and independent ventures. Economic liberalization opened new gates of opportunities and partnerships for global giants to test the Indian waters. This influx of international players, flush with cash and an eagerness to tap into one of the ever-growing markets, has changed the face of Indian PR.In this two-part series, Adgully will delve into the dynamic shifts in India’s PR industry as international giants enter the playing field through strategic acquisitions and ventures. We will explore the impact on the industry, the opportunities and challenges it presents, and what it means for the future, particularly for mid-sized firms.Major dealsLet’s take a look at the noteworthy deals in the past two decades:2005: Burson Marsteller’s acquisition of Genesis PR. This was one of the early significant acquisitions, marking the entry of a major international player into the Indian market.2005: Edelman’s acquisition of a 50% stake in R&PM. Led by Roger Pereira, this move was significant for Edelman’s strategy in India.2007: MSL’s acquisition of Hanmer and Partners. Another major deal that helped an international firm expand its footprint in India. In 2012, Hanmer MSL re-branded itself as MSL India to better align with its parent company. This re-branding coincided with the company's expansion plans for the next three years, focusing on strategic communication, digital communications, and talent development.2008: Sampark Public Relations formed a strategic partnership with New York-headquartered Ketchum. This collaboration enabled Sampark to leverage Ketchum’s extensive global network while maintaining its strong local expertise.2014: Ketchum increased its stake in Ketchum Sampark, acquiring a majority interest in the firm.2013: Sixteen years after initially acquiring a 40% stake, Weber Shandwick, a global PR firm under the Interpublic Group (IPG), acquired the remaining 60% stake in Corporate Voice from MAA.2015: Cohn & Wolfe’s acquisition of 6 Degrees PR. This acquisition further illustrates the trend of international firms seeking growth through local partnerships.2016: Dentsu Aegis Network, a global media and communications company, acquired Perfect Relations Group. This acquisition strengthened Dentsu’s PR offerings in India.2018: WE Communication’s acquisition of Avian WE. This acquisition allowed WE Communications to strengthen its presence in the Indian market.2022: Marketing and communications agency Finn Partners acquired SPAG.2023: Havas, a global communications network, acquired Indian PR firm PR Pundit. This expanded Havas’ PR capabilities in India and marked the entry of Havas Red, Havas’ global PR network, into the Indian market. PR Pundit was rebranded as PR Pundit Havas Red.2023: Kaizzen secured an undisclosed funding from Maven Corporate Advisors in 2023. This investment has reportedly led to a shift in the company’s ownership structure.<img src='https://erp.adgully.me/artical_image\3587bb7423d940bcc585637359875879.jpeg' class='content_image'>A double-edged swordThe recent acquisitions by international PR firms in India are a double-edged sword for the industry, presenting both opportunities and challenges, especially for mid-sized firms.The acquisition of Indian PR firms by international entities has been a consistent trend for over two decades, reflecting the long-standing recognition of India’s vibrant market potential, points out Vikram Kharvi, CEO, Bloomingdale PR.Despite this, Kharvi adds, the largest PR agency of India continues to be an independent Indian firm, showcasing the robustness of local expertise and the ability to cater to the unique nuances of the Indian market. He reckons that the influx of global players will further expand the PR landscape, bringing in advanced methodologies, global best practices, and a broader appreciation for strategic communications across various industries.“Maven Corporate Advisors’ recent investment in Kaizzen highlights an intriguing development: advisory firms are now valuing PR as a vital component of their service offerings. This move can be transformative for the industry, signaling a shift towards more integrated and comprehensive business solutions. For mid-sized firms like Kaizzen, this presents an opportunity to leverage additional resources, enhance their service portfolio, and compete more effectively on a larger scale,” says Vikram Kharvi.However, he adds, this also introduces challenges. Mid-sized firms must navigate increased competition from both established international giants and newly empowered local firms. Maintaining competitive differentiation will require a focus on deep local insights, agility, and the ability to deliver personalized, high-touch service. Additionally, these firms will need to invest in talent and technology to stay ahead in an increasingly sophisticated market.There is certainly no doubt that Indian PR firms’ acquisitions by foreign firms help bring global processes, perspectives, knowledge and expertise to the former, opines Rishi Seth, Founder and CEO, Evoc Communications.“Over a period of time, these advancements permeate through their peers including independent agencies as well, and end up raising the service delivery benchmarks for the entire PR industry. For independent mid-tier firms with adequate capital, perhaps a big opportunity lies in building world-class systems and processes through partnerships with academia and third-party consulting firms. This approach can help build some unique and differentiated capabilities that are necessary to compete effectively with the global network firms,” Rishi Seth adds.Acquisitions by global networks are hardly a new phenomenon in the Indian PR industry; we’ve been witnessing them for at least a couple of decades, says Ashraf Engineer, Head of Strategy, Ideosphere. Having said that, the fact that networks are still looking to invest in the Indian market shows how vital it is to the global PR industry.According to Engineer, these investments certainly impact the dynamics here because it means the further introduction of global best practices, more multinational clients extending their partnerships through the buyers to India, and it means more money for skills enhancement and exposure to international markets. It also means more jobs and geographies within India being serviced.“Just look at what acquisitions in India did for global giants like Publicis Groupe and WPP. At a time when global growth was slowing a few years ago, it was the Indian and Chinese agencies in their portfolio that kept the networks growing. Simultaneously, the firms these networks acquired grew from strength to strength. The acquisitions also facilitated and accelerated the shift towards digital and data. As far as investments in mid-sized firms are concerned, it’s what will fuel their evolution and expansion. As the Indian economy expands, marketing services – I regard the PR industry to be part of this sector – will play an increasingly vital role for brands. The demand for strategy formulation, messaging structures and outreach in the form of PR, advertising, below-the-line offerings and activation will only balloon. So, we need more sizable players in this space for the market to expand and evolve. The investments in small and mid-sized firms will fuel that,” he explains.The Indian PR landscape has been witnessing a surge in acquisitions by international firms, which has significantly impacted the industry’s dynamics, says Akshara Lalwani, Founder and CEO, Communicate India.According to her, these acquisitions present a mixed bag of opportunities and challenges, especially for mid-sized firms like Kaizzen, which recently secured funding from Maven Corporate Advisors.According to Lalwani, the opportunities include:Enhanced capabilities and global reach: With international firms bringing in advanced tools, global best practices, and a wider network, mid-sized firms can leverage these resources to enhance their capabilities and reach. This funding and the potential partnerships it brings can help firms like Kaizzen expand their service offerings and client base.Innovation and learning: International acquisitions often introduce new perspectives and innovative strategies. Mid-sized firms have the opportunity to learn from these global players, adopt new technologies, and stay ahead of industry trends.Market expansion: The influx of international firms underscores India's growing importance in the global PR market. This can attract more international clients to Indian PR firms, providing opportunities for growth and diversification.The entry of international PR firms through acquisitions is certainly impactful, says Kulpreet Freddy Vesuna, Founder & Managing Director, Impact Public Relations. The effect largely depends on the service packages these international firms introduce, he adds.“Indian clients typically seek comprehensive, cost-effective solutions. If these international firms can provide this balance, it could pose significant competition for local firms. That said, there is also a positive side. Indian PR firms are innovating and putting their best foot forward to drive change and evolve with the market. The industry will likely see consolidation, but it will remain dynamic, requiring Indian firms to stay agile and cautious. Ultimately, the presence of international firms could drive higher standards and push local firms to continuously improve and adapt, shaping a more robust and competitive PR landscape in India,” Kulpreet Freddy Vesuna says.(Tomorrow: Part 2 of the report will delve into how the entry of international PR firms through acquisitions is impacting independent and mid-sized PR firms in India. It will also explore how this consolidation wave is shaping the future of the Indian PR industry.)
https://theprpost.com/post/7290/

Bloomingdale Public Relations appoints Vikram Kharvi as CEO

Full-service communications consulting agency Bloomingdale Public Relations Pte. Ltd has announced the appointment of Vikram Kharvi as its new CEO. With over 27 years of strategic communications and marketing expertise, Kharvi is set to lead Bloomingdale PR into a new era of growth and innovation.Diana Fernandes, Founder and Group CEO of Bloomingdale Public Relations Pte. Ltd., expressed her excitement about Kharvi's appointment: "We are pleased to welcome Vikram to our leadership team. His extensive experience and innovative approach to communications will be pivotal in driving Bloomingdale PR to new heights. Vikram's leadership will enhance our capabilities and unlock new opportunities for expansion and creativity. With Vikram at the helm, we are poised to elevate our operations and further solidify our position as a key player in the Industry."Vikram Kharvi has held senior roles at leading firms such as Adfactors PR, Tata Housing, Sampark PR, ANSSI Wellness, and Indian Express. His expertise in public relations, corporate communication, and traditional and digital marketing demonstrates his capability to lead Bloomingdale PR with exceptional confidence and vision. Kharvi's appointment aims to leverage his extensive expertise to drive Bloomingdale PR's strategic initiatives. He will focus on growth, operational excellence, talent development, and expansion into untapped geographies."I am honoured to join Bloomingdale PR," said Vikram Kharvi. "Having known Diana for over a decade, I have always been inspired by her tenacity and entrepreneurial spirit. This role is more than a professional milestone; it's an opportunity to work with a dynamic team that shares my passion for excellence. Together, we will elevate Bloomingdale PR to new heights, transforming it into a powerhouse of strategic communication and brand excellence. I am excited to embark on this journey and drive impactful change across industries and borders."