Head – PR & Communications, udaan
Growing Role of Strategic Communications Over The Past Decades
From my initial days at Perfect Relations, when we had to go to office at 4.30 am in the morning to scan the newspapers, make numerous photocopies of the same and send those to our clients’ offices by 8:30-9 am, to the scanners/ bots sending coverage reports every day; from everybody in office using one internet connected desktop to communicate with other branch offices to everybody now using smartphones/ ipads from the luxury of their homes; the profession of public relations has seen a significant transformation in the past three decades driven by economic liberalisation, rapid digitalization, technological changes, and changing media landscape.
The entry of global corporations into the Indian market resulted in the speedy formalisation of the communications industry and, hence, the need for strategic communication. This brought the global best practices to India market while giving a boost to the growing PR industry and PR professionals. The corporates began to recognise the importance of PR in building and maintaining their reputation, leading to the growth of corporate PR departments and specialized PR agencies in the country.
The period also saw a dramatic increase in the number of media outlets – print, TV, online – further augmenting the need for PR professionals who could formulate and execute various communication strategies for the organisations while suiting the requirements of different media outlet and target audiences.
Gradual proliferation of internet also propelled the growth of online/ digital media and communication tools like Websites, email newsletters, blogs and online press releases became the norm for PR practitioners.
The entry of Social media platforms like – Facebook, Twitter, Linkedin and Instagram – further transformed the communications industry as more and more resources adept at handling these new platforms were required to handle the communication requirements. The real rime crises situations that started hitting the organisations regularly required experienced PR professionals to deal with challenging situations.
The PR industry in India over the years has evolved from a largely media relations-focused activity to a strategic and integrated communications function. The future of PR in India will likely be shaped by continued technological innovations especially with the advent of AI, increasing importance of data analytics, and the need for authentic and transparent communication in a rapidly dynamic environment.
Some of the key factors that will continue to drive changes in the PR industry include:
Content Marketing: The rise of content marketing has already seen PR professionals increasingly getting involved in creating engaging content including blogs, videos, and infographics, to build brand narratives while breaking the clutter.
Data-Driven PR: The availability of data analytics tools will continue to help PR professionals to measure the impact of their campaigns more accurately and make data-driven strategic decisions.
Convergence of PR and Marketing: The lines between PR and marketing will continue to blur, with integrated communication strategies becoming the norm. PR is now a critical component of overall marketing strategy, focusing on brand storytelling and reputation management.
Influencer and Celebrity PR: The use of influencers and celebrities in marketing/ PR campaigns has become more sophisticated, with a focus on authenticity and alignment with brand values.
Crisis Management: The COVID-19 pandemic highlighted the importance of effective crisis communication. PR professionals played a crucial role in managing corporate reputations and communicating with stakeholders during these uncertain times.
Technological Advancements and Future Trends:
AI and Automation: Artificial intelligence and automation are already playing a role key in PR, from media monitoring to personalized communication strategies.
Virtual and Augmented Reality: Emerging technologies like VR and AR are opening new avenues for immersive storytelling and brand experiences.
Sustainability and CSR: There is a growing emphasis on corporate social responsibility (CSR) and sustainability in PR strategies, reflecting broader societal concerns and consumer expectations.
All these transformations have happened in the industry rapidly over a short period of time. From being perceived a ‘small support function’ to getting a seat at the main table, the PR profession has come a long way in the last 2-3 decades. Given the importance being attached to strategic communication, I am confident that the role of the profession and the communications professionals is only going to get stronger going forward.