Archana Jain is the Founder of PR Pundit. She is currently the Managing Director of PR Pundit Havas Red
Adapting to Consumer Expectations, Media Disruptions, and Technological Opportunities
Drawing inspiration from Taylor Swift, the public relations profession is poised to “keep cruisin'” despite challenges. While detractors may continue to criticise, PR professionals will “shake it off” and continue to innovate and excel. Having the pulse of the ‘now and the new’ is critical in our profession. The future of PR lies in our ability to keep pace with rapidly evolving consumer expectations, disruptions in the media landscape and opportunities offered by technology to sharpen our communication programme. Failure to do so risks obsolescence.
The concept of integrated communications is promising, providing a level playing field for PR consultants to score across PR, digital, media, influencer, social and creative. This requires us to pivot in our thinking beyond mere PR to advise brands on positioning, marketing, experientials, etc. A change in the traditional mindset of practitioners is imperative to model behaviour and advisory as expected from organisations. It is time therefore to redefine our value proposition and cascade it across the industry and education system. As we navigate this ever-changing landscape, our ability to differentiate wisely and cultivate a strong presence and image for our profession will be crucial for our success.
Authentic storytelling will remain at the heart of what our PR profession thrives on and will continue to champion our future too. But we will need to be increasingly more culturally sensitive as we curate credible stories to impact change and communities. Big brands have had to ward off angry trolls and withdraw campaigns such as MakeMyTrips’ open offer to our neighbour’s cricket fans and Zara’s editorial photoshoot bearing resemblance to the destruction of Gaza City in the face of an increasing cancel brigade.
While creativity may be the currency of an integrated model in this digital and social world, building genuine relationships with audiences and communities is crucial. People find authentic content and recommendations by actual consumers more trustworthy than promotions and advertising by brands. We must therefore not leave community advocacy to chance, but step in to help craft and manage a meaningful brand advocacy strategy. This set of loyal and vocal customers help humanise brands, boost brand appeal & trust, promote products & services, provide invaluable user-generated social media chatter and word-of-mouth recommendations.
Understanding and integrating environmental, social, and corporate governance (ESG) principles into PR strategies is essential too. The reputation of an organization increasingly depends on how it engages with employees, demonstrates dedication to sustainability, and addresses broader social issues. PR practitioners must therefore be well-versed in ESG to offer relevant solutions and highlight a company’s commitment to these values.
The future of PR also hinges on nurturing a diverse and culturally sensitive workforce. Building inclusive workplaces free from hierarchy, prejudices, and bureaucracy is critical to attracting and retaining talent. As a new generation seeks to join purpose-driven organisations, the PR business must consciously foster environments that embrace diversity and cultural sensitivity.
To ensure continued success, PR efforts must be measurable. Demonstrating the value of PR through clear metrics is essential for sustaining growth. Clients must see value in our services and must feel valued by our industry to become advocates for us, akin to Lady Gaga’s dedicated fan base of “Little Monsters.”
Read more about their journey and thoughts in the book Spark. Get a copy at bit.ly/sparkthebook