Communication driven by purpose will persist: Jyotsana Dash Nanda

In our 'Epilogue 2023' series from e4m PR & Corp Comm which celebrate the indomitable spirit of PR leaders who have weathered the storm of the dynamic PR industry and propelled their organizations to new heights of success through resilience, innovation, and strategic communication.

In today's article, we honor the enormous contribution of a phenomenal woman leader, Ms. Jyotsana Dash Nanda, AVP - Corporate Communications, DS Group who shares her thoughts on how business can attain desired results by seamlessly integrating across earned, owned, paid, and shared channels in PR campaigns and focusing on technology to drive home a targeted approach to reach the relevant consumers.

Excerpts: 

Can you highlight some key trends or shifts you observed in the PR and communications industry this year?

• Each business possesses a unique narrative, yet not every tale has the resilience to endure.

Intense competition, delicate credibility, minimal attention from journalists, and a lack of discoverability can impede all public relations endeavors. In 2023, this was particularly challenging for businesses striving to capture the attention of the media or have a strategic communications plan with an eye on business outcome. The one powerful tool that helped cut through these barriers and converted them into opportunities, is data. Data helped set the what, when, how and why of building the game-changing PR strategy. It helped stories reach further, last longer and get in front of the right people. Data-driven PR helped us determine the ROI and effectiveness of our PR strategy as well as get a buy in from the management.

• Purpose driven PR and community management played an important role in building trust and positive relationships among community members and stakeholders in 2023.

Focus on DEI, ESG and CSR are here to stay and will play a bigger role in 2024. The enduring presence of sustainability, diversity, equity, and inclusion (DEI), and Environmental, Social, and Governance (ESG) narratives in the business landscape underscores their fundamental importance. Beyond being mere trends, these principles have become integral components of organizational strategies and values. Embracing sustainability not only aligns businesses with environmental responsibility but also resonates with an increasingly conscientious consumer base. Prioritizing DEI fosters a more inclusive workplace culture, driving innovation and strengthening corporate resilience. Meanwhile, the focus on ESG criteria reflects a commitment to ethical business practices, contributing to long-term financial performance and societal well-being. As societal expectations evolve, businesses recognizing the enduring significance of these narratives position themselves not just as responsible entities but as contributors to positive global change.

• Increase in the use of tech tools

With the rise of technology and the increasing importance of digital marketing, PR professionals have used a wide range of tech tools to help them manage and optimize their campaigns effectively and to their advantage. AI, especially in the form of ChatGPT, continues to be a focal point across various industries, where the exploration of its integration is aimed at enhancing processes, efficiency, and customer experiences. The communications sector, in particular, has been significantly impacted by the innovation brought forth by ChatGPT. Recent discussions have emphasized its potential to revolutionize the creation of content, spanning from blogs and social media posts to press releases and website copy. Even journalists are contemplating the prospect of AI generating news articles rapidly. While there may be concerns among PR professionals regarding the increasing role of AI, its utility in streamlining routine and time-consuming tasks such as identifying industry trends and media monitoring is evident. It is agreed that there is no threat to human intelligence/competence with the use of technology and it is only an enabler to bring in efficiency.

How have you adapted your PR strategies to effectively reach and engage target audiences? Can you share a specific campaign or initiative that highlights this adaptability and its success?

By harnessing digital tools, we've honed our ability to intricately profile consumers, delving into their lifestyles, preferences, and habits. This heightened comprehension has given us the leverage to fine-tune our marketing and communication strategies with precision, addressing individual consumer needs more accurately. The outcome has been a notable improvement in the personalization and customization of content across varied consumer segments, amplifying our capacity for effective presentation and engagement.

Utilizing digital avenues, our brand communication has evolved into an immersive, experiential, and context-driven experience, establishing profound and meaningful connections with consumers. Our strategic alliances with platforms such as Snapchat for events like Mango Day and Candy Day, coupled with the integration of AI-driven videos during festive occasions like Ganesh Chaturthi, exemplify our steadfast dedication to being at the forefront of the digital landscape.

We seamlessly incorporated a weather-triggered API Campaign into our meta dashboard, amplifying creative output through mid-journey to make our promotion enticing. Centered around or products - Chaat Masala, Garam Masala, and Black Pepper, the campaign resonates with rainy season cravings like chai, samosa, pakoda, and bhutta. Content was tailored to regional languages, automatically activating during light, moderate, or heavy rain signals and going offline in dry conditions, showcasing impeccable adaptability.

As a PR leader, how do you prioritize and integrate digital communication channels in your overall strategy?

Integrating PR seamlessly with social media strategy is essential for enhancing brand visibility and cultivating meaningful audience engagement. Start by comprehensively understanding your target demographic through social listening tools and platform insights. Maintain a consistent brand message across PR and social channels, leveraging influencers to amplify your reach. Utilize visual storytelling with eye-catching visuals and live events to captivate your audience. Respond in real-time to manage your brand's reputation, and drive traffic by teasing upcoming releases on social platforms. Measure engagement metrics, analyze results, and foster community building through user-generated content and social media activities. Search engine optimization, using the appropriate social media platforms and influencers is equally important to ensure the message reaches the right audience and the content is appealing to them. This collaborative approach not only boosts brand visibility but also builds trust and loyalty in today's competitive digital landscape.

What are your key priorities and goals for your PR team in the coming year?

In 2024, we aim to seamlessly integrate across earned, owned, paid, and shared channels in our PR campaigns. Relying solely on earned media programs will pose challenges in achieving results, given the growing dominance of paid and sponsored content in the competitive landscape. Focus on technology to drive home a targeted approach to reach the relevant consumer will continue. Communication driven by purpose will persist.