Authored by Roshan Mohan, Group MD, PCG.With the unprecedented surge in data and multiple communication channels, it is crucial today for companies to understand the nuances of listening and establish clear parameters for goal achievement. As information moves at lightning speed and consumer preferences shift quickly, traditional methods of communication need to be updated. Nowadays, news emerges from ongoing conversations, influencing the news itself.So, when it comes to PR, how do you know what you set out to achieve and what has been achieved? And how do we measure if what’s been achieved is good or bad?Changing ApproachesToday, communication has to be tailored to suit each audience group. Brands must also ‘listen’ to what is being said about them across multiple platforms and align a campaign to address these perceptions and misconceptions.The one-size-fits-all approach no longer works – at least not effectively. To be heard through the noise, we need to tailor messages that resonate with the reader (or the audience). For instance, a message for millennials might be more visual and casual, while a message for baby boomers might be more formal and text-based.To do this more effectively, it is essential to harness the power of data analytics. AI-enabled tools, such as sentiment analysis and social listening platforms, offer a wealth of information regarding reactions to ongoing campaigns, sentiments related to a brand, what the competition is doing, and more.These insights allow us to design highly targeted campaigns that yield more impactful results and establish us as pivotal contributors to the industry’s evolution and expansion. Additionally, this personalised approach helps companies broaden their reach and connect more deeply with their target audiences.PR professionals play a crucial role in crafting compelling pitches for journalists. By monitoring and understanding real-time trends and data, they can curate the right time to pitch a particular topic, ensuring maximum impact. This proactive approach increases the chances of publishing the story and enhances the brand's visibility and credibility.Establishing KPIsKPIs (Key performance indicators) are crucial in any industry and job. They provide valuable insights into what’s working and what needs adjustment. They help optimise strategies, allocate resources effectively, and demonstrate the tangible value of PR activities to stakeholders. In a field where outcomes can be elusive, KPIs offer a concrete way to measure success and guide future efforts.For the PR sector in India, the quantitative number of coverages has been a standard KPI and often the only one.When you think of curated campaigns and truly listen to what the data tells you – these ‘coverage numbers’ are meaningless. Any good PR professional can amass a set of coverages quickly. But is this truly an indicator of the success of the campaign? Instead of just focusing on the number of coverages, consider KPIs like the audience reading these publications, the alignment of the article with the brand's key messages, the tonality of these coverages, and whether the client stood out in these mentions.What is the audience profile reading these publications? Did the article have the right key messages of the brand? What was the tonality of these coverages? Did the company stand out in these mentions?If the total volume of mentions is a critical requirement, that can be a KPI. However, narrowing it down to a single KPI is a mistake, especially when we have so much data and intelligence available. A single piece of news in a publication followed by the right target audience can have a greater impact than 20 pieces of coverage in random publications.A story placed at the right time in the right publication can do much more to foster positive sentiment than several smaller pieces floating around. This underscores the significant role of PR professionals in shaping public perception and boosting a brand’s reputation and visibility.Before establishing KPIs, a brand should actively listen to what is being said about the company and understand the changes required or the direction it needs to take. This understanding empowers the brand to take control of its narrative and helps make strategic decisions, fostering a sense of control over narrative and strategy.SummationPR experts are often brought in only for specific campaigns with limited goals. KPIs are often established at a basic level without research and understanding of business objectives. Request for a pre-campaign data-driven analysis from your PR partner to help understand where the brand stands and where it needs to go, providing the necessary guidance to establish clear KPIs that help create a more successful campaign.Disclaimer: The views are expressed solely those of the author and do not necessarily reflect the views of the PRPOST.com

We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column – PR Conversation – Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Merin Mariya, Director, Public Relations & Marcom at Alliance University, Bangalore, delves into the need for a recalibration of communication strategies as the days of monolithic media dominance have gone by with the audiences of the present times navigating a disintegrated media landscape, throwing a light on how messaging and content should be tailored to the particular subtlety of each platform which plays an important role for engagement. She also discusses how participation and personalization are crucial nowadays with regards to content consumption.With the shifts in media consumption patterns, how are organizations adapting their communication strategies to effectively reach and engage their target audience across various platforms?I am acutely aware of the seismic shifts in media consumption patterns. Gone are the days of monolithic media dominance, today’s audiences navigate a fragmented landscape of platforms, from social media to streaming services and niche online communities. This necessitates a recalibration of our communication strategies. To begin with, we must embrace platform diversification. No longer can we rely on a single channel to reach our target audience. Tailoring content and messaging to the specific nuances of each platform is crucial for engagement.Furthermore, interactive and authentic content reigns supreme. Audiences crave engaging, genuine narratives that resonate with their values and interests. Gone are the days of passive consumption; today, participation and personalization are key. Additionally, data-driven insights are our compass. Understanding audience behaviour and platform performance through meticulous analytics informs strategy development and optimizes content for maximum impact. Finally, agility and adaptability are essential. The media landscape is constantly evolving, demanding a nimble approach.Experimenting with new formats, embracing emerging platforms, and constantly learning from data allows us to stay ahead of the curve and ensure our message resonates with our target audience. By acknowledging these shifts and adapting our communication strategies accordingly, we can navigate the dynamic media landscape effectively, fostering meaningful connections with our target audience and achieving our organizational goals.The importance of proactive crisis communication planning cannot be undermined in today’s market ecosystem. How can organisations and PR agencies effectively manage and mitigate reputational risks during challenging times?We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column – PR Conversation – Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Merin Mariya, Director, Public Relations & Marcom at Alliance University, Bangalore, delves into the need for a recalibration of communication strategies as the days of monolithic media dominance have gone by with the audiences of the present times navigating a disintegrated media landscape, throwing a light on how messaging and content should be tailored to the particular subtlety of each platform which plays an important role for engagement. She also discusses how participation and personalization are crucial nowadays with regards to content consumption.With the shifts in media consumption patterns, how are organizations adapting their communication strategies to effectively reach and engage their target audience across various platforms?I am acutely aware of the seismic shifts in media consumption patterns. Gone are the days of monolithic media dominance, today’s audiences navigate a fragmented landscape of platforms, from social media to streaming services and niche online communities. This necessitates a recalibration of our communication strategies. To begin with, we must embrace platform diversification. No longer can we rely on a single channel to reach our target audience. Tailoring content and messaging to the specific nuances of each platform is crucial for engagement.Furthermore, interactive and authentic content reigns supreme. Audiences crave engaging, genuine narratives that resonate with their values and interests. Gone are the days of passive consumption; today, participation and personalization are key. Additionally, data-driven insights are our compass. Understanding audience behaviour and platform performance through meticulous analytics informs strategy development and optimizes content for maximum impact. Finally, agility and adaptability are essential. The media landscape is constantly evolving, demanding a nimble approach.Experimenting with new formats, embracing emerging platforms, and constantly learning from data allows us to stay ahead of the curve and ensure our message resonates with our target audience. By acknowledging these shifts and adapting our communication strategies accordingly, we can navigate the dynamic media landscape effectively, fostering meaningful connections with our target audience and achieving our organizational goals.The importance of proactive crisis communication planning cannot be undermined in today’s market ecosystem. How can organisations and PR agencies effectively manage and mitigate reputational risks during challenging times?I emphasize the critical importance of proactive crisis communication planning. In today’s dynamic and often unpredictable environment, such planning is not solely advisable, but essential for minimizing reputational damage during challenging times. Reactive crisis management leaves organizations vulnerable, resembling navigation without a life raft. Proactive planning, however, empowers us to react swiftly and strategically, mitigating harm to stakeholders, employees, and our brand image. This plan shouldn’t be static, but rather a living document continuously adapting to anticipated threats. We proactively analyze industry trends, emerging social issues, and even seemingly niche risks to build a comprehensive response roadmap, ensuring decisive action when the unexpected occurs. Beyond the immediate impact, crises can erode trust over time. With a plan, we can control the narrative, be transparent, and actively rebuild trust, crucial elements for long-term damage mitigation.The media landscape constantly evolves, with new threats like cyber attacks and misinformation campaigns emerging. We must continually adapt our plans, stay informed, and embrace new strategies. Let’s move away from hoping for smooth sailing and embrace proactive planning as a core strategy. By investing in preparedness, anticipating the unexpected, and developing confidence in navigating challenges, we ensure that in a crisis, our plan serves as a lifeline, not just a safety net.What are the strategies and tactics that can be used for building and maintaining a strong brand reputation in today’s competitive landscape, especially in terms of authenticity, transparency, and stakeholder engagement?The fiercely competitive brand landscape demands a fortified reputation, meticulously constructed on the pillars of authenticity, transparency, and stakeholder engagement. Consumers, yearning for genuine connection, increasingly disregard superficiality, seeking brands whose messaging and actions resonate with their values and experiences. Cultivating this authenticity fosters trust and loyalty, acting as a potent differentiator in the crowded market. Furthermore, steadfast commitment to transparency is paramount. Proactively address concerns, disclose missteps, and consistently demonstrate ethical conduct. This transparency breeds trust, positioning your brand as a reliable entity.Finally, forge strong and enduring relationships with key stakeholders, encompassing customers, employees, and others whose interests intertwine with your brand's success. Actively listen to their needs, incorporate their feedback, and demonstrate unwavering commitment to their well-being. This fosters shared value and reinforces a positive brand image.According to you, how can the challenges of measuring the impact of PR efforts be addressed? What are the different methodologies and key performance indicators (KPIs) for evaluating the effectiveness and ROI of communication campaigns?In the ever-evolving media landscape, quantifying the impact of PR efforts often presents a formidable challenge. While direct ROI calculations might remain elusive, strategic methodologies and key performance indicators can illuminate a campaign’s effectiveness. Moving beyond traditional media clippings, we must embrace a multi-faceted approach, encompassing social media engagement, website traffic fluctuations, brand sentiment analysis, and influencer reach. By meticulously tracking these KPIs and correlating them with campaign activities, we can glean valuable insights. Did a specific press release drive website traffic? Did influencer partnerships amplify brand mentions?PR’s impact often lies in shaping perceptions and building long-term brand value. While immediate ROI might be elusive, the insights gleaned from data-driven measurement form the cornerstone for future, impactful communication strategies. This allows us to continuously refine our approach, maximizing impact and solidifying our position in the competitive landscape.