Former Head – Corporate Communications, Airtel
Future of PR
PR has to believe that it is a core business function and not a fringe one. The future starts from there. So BELIEVE.
Lines between PR and Advertising are blurring today and programmatic content is replacing traditional brand building. There is a huge opportunity for PR to play a defining role. In this context, we have to get tech’ed up and use tech, furiously, for research, amplification and trend / news spotting. Along with this, we have to understand the business context and the macro / micro influences, as these are critical for business growth. The future will expect us to pivot, to be creative, to harness diverse ideas, backed by data, every day. Customization of content, delivered to the right cohort, at the right time and place, will be the winning formula! So ACT
It will be critical also so measure the efforts of PR outreach, in good times and bad, to demonstrate the correlation to business plans. It will be important to move to outcome-based metrics like Conversions, goal completions, user engagement, behavioral changes, positive impact on stakeholders etc. So MEASURE
Time is here for PR to lead and shape the narrative at multiple levels.
Ad (wo)men are no longer the Mad (wo)Men that fires up the board room with ideas and outcomes.
The stage is set for PR-Pro Max to rise and claim what is rightfully ours.
So, tell yourself ““You’re happy with 50%? You’re on top and you don’t have enough. You’re happy because you’re successful. For now. But what is happiness? It’s a moment before you need more happiness. I won’t settle for 50% of anything. I want 100%.”