Pranav Kumar is Managing Director, India Allison
Public Relations is evolving at a frenetic pace triggered by the breaking down of marketing silos thanks to largescale, continuing technology and media disruption.
Massive consumer empowerment i.e. the power to publish or post content across platforms, a disparate media and influencer ecosystem, and of course, the onset of artificial intelligence (AI) are some of the key industry vectors driving change. PR looks very different from not so long ago, where strong media relations and being able to drive compelling earned (media) outcomes held one in good stead. While the principles in developing effective communications strategies, crafting resonant messages, and building engagement remain the same, the communications function today is vast, requiring a bevy of differing skills under one roof.
The seeds of the future of PR are already in place and the challenge will be for the industry to consistently outpace this velocity of change. Future practitioner models will embrace what I like calling the ‘specialist-generalist’ model to mirror the complexity of the audience, media, and stakeholders that confront communicators today. Current-to-future communications teams will be holistic yet nuanced in each of their specialties to form a homogenous solution.
Here are some topline themes as look into the not-so-distant horizon, for the future is already here! Briefly:
Artificial Intelligence: I would be remiss not headlining this with the biggest change sweeping public relations. While the current state-of-play for AI is still in its infancy and questions arising on its street-cred, AI is still a gamechanger. The marketing and communications industry making the most use of it when compared to other industries and is an early adopter. Not far from now, AI will drive exponential operating efficiencies for agencies in particular. The tools will evolve to be fully integrated into our workflow for anything from content and creative asset creation to insights-based research with AI power-users across internal teams.
Digital and analytics: In a similar vein data-driven insights will continue to form the basis of any communications strategy and approach given an increasingly omni-channel world we live in. Agencies and brands which can seamlessly straddle between mainstream media and digital platforms, driving effective campaigns based on the strength of idea and not just the platform, will do well in the now and the future. Leading-edge communications for the modern era are the future of communications.
The creator economy: India’s creator economy continues to thrive spurring a growth in the influencer ecosystem, from mega-to-nano-to-niche influencers emerging by the day. No wonder that a significant portion of brand and advertising budgets are being re-directed from traditional spends to influencers. Expect increasing sophistication of the influencer marketing toolkit, from tools and measurement in the communications arsenal.
Leading with purpose: The COVID-19 pandemic changed the way companies looked at purpose hence the emergence of a new wave of ESG operating principles. Consumers and stakeholders demand a lot from the companies they buy products from or do business with — holding them to high-standards of governance and being positive contributors in the communities they operate in. Authenticity and purpose will remain as the forever bedrocks of corporate narratives in perpetuity.
Nuanced stakeholder communications: Expect geo-politics and domestic compulsions or narratives to get only more complex and communications teams will have to be even more attuned to a web of stakeholder considerations. Specialist communications teams whether for a particular industry or an issue, amalgamated with a range of public affairs challenges will headline our industry even more.
I make no doomsday predictions whether AI or technology will obliterate us or make us less relevant. Instead, I am brimming with excitement and unabashed confidence that PR will thrive to become its best version ever!
Read more about their journey and thoughts in an upcoming e-book that will be published shortly.