Former Head – Communications, Tata
BlueScope Steel
Evolution is the only constant and that shall define the new age PR which in turn will serve as a melting point of credibility, accountability, creativity and technology. While AI and tech tools empower us to reduce turn around time as we navigate challenges more adroitly, they would not replace the need for human touch and human intervention at any cost.
In a trust first world, your brand truth needs to be more visible to stakeholders to establish an unshakable credibility and that’s where soulful story-telling, backed by a deep understanding of behavioural science and consumer psychology is going to take centre stage. The contrasting co-existence of creativity and technology will be a game changer where both would complement each other instead of competing.
Disruption is here to stay and shifts are all set to become the norm. The agility to pivot and yet stay purpose led will define the challenges as well as opportunities for future-ready reputation managers. Media relations would be replaced by knowledge capital and curiosity coupled with creativity is a skill-set the future of PR shall demand. A profound understanding of geo-politics, international relations and macro economics shall no more be an edge, it is going to be a mandatory skill for reputation architects, advising brands and CXOs through uncertain times.
Advocacy is going to be indispensable as an increasing number of corporations set out to navigate business challenges in geographies with difficult regulatory environs.
Communication solutions for business problems is the future as measurability metrices evolve and reputation management paces ahead to co-exist with marketing instead of being subservient to it. And well the seat at the boardroom for PR would possibly get cemented into a permanent one because authenticity is going to stand out in a world of deep fakes.
In a nutshell, PR is all slated to become a core business function and elevate its relevance from yielding influence to garnering impact.