Former Director – Communications,
Facebook India
The Future of PR
PR globally will be designed with a digital first lens . Instead of relying solely on traditional press coverage or written op-eds, organizations will continue to produce video interviews, expert panel discussions, documentary-style brand narratives, and explainer videos to convey their message effectively. The organisations website will become a hub for news, views and discussions. Abou 10 years back Flipkart created a media hub where they could find information, this trend will further rise and a AI chatbot will answer all queries for you to decide on what information you need to report on the company.
Additionally, influencer collaborations and user-generated content will play a crucial role in PR campaigns. By engaging with content creators who have a strong presence on video platforms, brands gain will access to highly engaged communities, reinforcing authenticity and credibility. Media credibility is seen declining with the control exercised by governments across media , in this scenario people will flock to a Trusted Voice.
The role of the PR professional will change as he will have to be far more tech savvy and understand how to have more scrutiny to understand deep fakes and AI generated news. With AI will come a new set of privacy laws for corporations and PR leaders will have to work more closely with lawyers and policy makers. PR will evolve not as storytelling but as governance employees. Let the industry recreate and reinvent for change.