Nikhil Dey, Executive Director at Adfactors PR, offers valuable insights on the changing face of Public Relations (PR) in today's information-driven world. In this interview, he explores how the industry has adapted to the "attention economy," the crucial role of PR in a digital age, and the strategies agencies are adopting to thrive in a competitive market. Nikhil Dey argues that the old "spray and pray" approach to public relations (PR) is no longer effective in the digital age. Excerpts:How has the landscape of Public Relations changed over the past decade, and what factors have contributed to its growing importance in today's information-driven society?The attention economy is shaping the way Public Relations is evolving. We are currently operating in a world of shrinking attention spans and untrustworthy information, news and data. A good example is the often-cited research about our attention span being eight seconds. The study in question has been questioned, and the source data does not stand up to scrutiny. This is why professional and ethical public relations continue to play an important role in shaping and building reputation.With the proliferation of digital platforms and social media, how has the role of PR professionals evolved to effectively manage and navigate the ever-changing media landscape?There are many times a PR professional is called into action, but of all of them, crisis management is probably the place they shine brightest. Digital and social media have increased the speed, frequency and impact of how a crisis escalates and is amplified for a brand or an organisation. This has created the need for a well-oiled public relations capability to be put in place. Preparedness is the key to effectively navigating through and past a crisis, and this is the playground of the PR professional.In 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?Staying ahead of the curve requires PR partners to be deeply rooted in the realities of the business leaders they serve. What are the real problems and opportunities that the business leaders are navigating? This requires PR teams to have deeper domain knowledge, to enable creative ideas based on insights. Creating this capacity to listen and decode what is happening in the market using a mix of human intelligence and data analytics is one key capability that is emerging as a differentiator. What is coming around the corner? To be the early warning system and the radar for a business is possibly one of the most valuable ways a PR partner can help protect reputation and build business.As businesses increasingly recognize the importance of reputation management and brand perception, how do you see the relationship between PR and overall business success evolving in the coming yearsBetter aligned goals between business teams, brand teams and PR teams are likely to result in strong synergies. Well-orchestrated campaigns built around a central narrative targeting specific audiences will prove to be most effective. Instead of the old “spray and pray” approach where share of voice and turning up the volume was the way to show how good PR was at drumming up visibility; the future is likely to be about staying below the radar and not inviting unwanted attention. Instead laser-sharp targeting of an audience with a clear call to action is a far better approach. Each discipline is like the arrow in the quiver of a skilful archer who will know when to use the right one.

Jaideep Manchanda, a seasoned marketing and media professional with over 17 years of experience, is set to bring his wealth of expertise to Adfactors PR as the newly appointed Vice President Digital. With a proven track record spanning various leadership roles in digital marketing and brand management, Jaideep has consistently delivered innovative marketing solutions and spearheaded successful campaigns, consumer research, events and activations across digital and offline channels for B2B and B2C brands.Graduating with an MBA in Marketing from IIM Lucknow, Jaideep has held key positions in renowned organizations, showcasing his strategic acumen and deep understanding of the media landscape. Notably, he spent significant years at Bennett Coleman & Co., where he served as the Brand Head for The Economic Times’ new initiatives, driving go-to-market strategy for ET's podcast product- The Morning Brief and overseeing a team dedicated to monetizing ET’s content through various platforms.During his tenure as Brand Solutions Head for Economictimes.com B2B Business at Times Internet Limited, Jaideep worked to drive the revenue mandate by conceptualization and delivery of digital brand solutions for B2B clients. Previously, he was also responsible for GTM strategy of Economictimes.com main website while owning the positioning, communication strategy, partnerships & alliances for the brand, and launching brand campaigns targeting students, women audience, MSMEs etc. ET India Inc. Boardroom, ET Campus Stars and ET Prime Women Leadership Awards are some of the successful initiatives that he launched, scaled and monetized during his tenure.Prior to his corporate roles, Jaideep co-founded a digital marketing company and scaled it while keeping it profitable and bootstrapped. He worked with clients across Fintech, Edtech, Ecommerce, Gaming, Real Estate etc while advising them on customer acquisition and retention through performance marketing across display, email, adwords, social media and programmatic channels. Jaideep started his career as a consultant with IBM’s Strategy & Change practice and was a key member of IBM’s APAC marketing leadership team that was responsible for execution of marketing programs for demand generation and sales growth. Throughout his career Jaideep has worked in turn-key marketing roles that created a direct impact on top-line while winning accolades and awards. In his new role at Adfactors PR, Jaideep is poised to leverage his extensive experience to drive digital strategies for Adfactors’ existing clients and further elevate the agency's offerings and solidify its position as a leader in the industry.

Greeshma Nachane has taken to LinkedIn to share her exciting career move, announcing her new role as Corporate Communications Manager at PayMate, a significant step in her professional journey.In a post on linkedin she expressed her gratitude, saying, “I have immense gratitude towards everyone who contributed to my Adfactors PR journey all my superiors, mentors, colleagues, media journalists, etc. Thank you so much everyone for all the support and learnings!”Greeshma’s professional background includes positions at Adfactors PR, Communicate India, White Marque Solution, and Trikut Films before joining PayMate.

Shubhreet Kaur, a seasoned media professional, has embarked on a new journey with Adfactors PR, the nation's leading and one of the most decorated PR agencies.Shubhreet Kaur, a dynamic figure known for her extensive experience in journalism, television anchoring, and integrated communications, has officially joined Adfactors PR as Vice President - Integration. This strategic appointment underscores Adfactors' commitment to enhancing its integrated communications capabilities and further solidifying its position as a powerhouse in the industry.Expressing her excitement, Shubhreet shared: "I'm thrilled to announce my association with Adfactors, a pinnacle in the PR domain. It's a privilege to join the team led by Madan Bahal, an industry stalwart whose vision and leadership are unparalleled. The warm welcome from Team Adfactors has truly made me feel at home, and I am eager to embark on this new journey of collaboration and growth."Bringing over 19 years of rich expertise encompassing news, television, production, PR, creative strategy, and influencer marketing, Shubhreet's multifaceted background positions her as a valuable asset to Adfactors' diverse clientele. Her previous stint at Hill & Knowlton has honed her skills in navigating the intricate landscape of communications, making her a perfect fit for her new role at Adfactors.Beyond her professional endeavors, Shubhreet embodies versatility as a full-time VP, part-time influencer, and dedicated mother to her daughters, Karma and Nirvana. When not immersed in work or digital engagements, she indulges in her passions for content creation, tin box collection, and the art of decluttering.