Aloke Pradhan is the Senior Manager, Strategic Communications and Campaigns, Group Communications, Roche
Good PR should never be a one-off effort
Communication has changed massively since I first started out. These days, it’s faster, more dynamic, and built around short, sharp messages that still need to carry real meaning. Electronic media is leading the way when it comes to spreading news — everything happens in real time.
But even with all this speed, one thing hasn’t changed: good PR should never be a one-off effort. It needs a strategy. You can’t just put out messages and hope for the best. There has to be a clear plan behind what you’re saying and why you’re saying it. Before any PR activity, I always ask three simple but critical questions:
What are we trying to share?
Why does it matter to our audience?
What outcome are we hoping for?
If you can answer those clearly, you’re already on the right track.
And here’s something else I’ve learned the hard way — always have a backup plan. In fact, have two. A Plan B and a Plan C. Things can (and often do) go sideways when you least expect it. Murphy’s Law is real — so be ready to pivot quickly if needed.
Read more about his journey and thoughts in the book ASPIRE