Data analytics is not just a tech tool; it’s the secret sauce: Nitin Mantri

As we approach the new year, it’s time to celebrate the remarkable contributors of PR leaders who revolutionized the modern public relations and communication industry with their influence and impact.

In our today’s Epilogue 2023 series, we have Nitin Mantri, Regional Executive Managing Director for Asia-Pacific, WE Communications, and the Group CEO of Avian WE, who is credited with refining the art of media relations and made powerful contributions to the evolution of a field that continues to grow in stature and influence.

Excerpts: 

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

⦁ Geopolitical influence on business strategy: The PR and communications landscape will be heavily influenced by geopolitical factors, creating economic volatility. The World Economic Forum's 'Chief Economists Outlook' indicates that geopolitical tensions may impede progress toward global development targets. PR and communication advisors must navigate political developments with discretion, empathy, and expertise, given the impact of events like the Russia-Ukraine conflict, the Israel-Palestine war, and elections in major countries.

⦁ AI dominance: This has been a decade of exciting technology disruptions, especially in Artificial Intelligence (AI). With secure practices in place, AI technologies will serve as an empowering co-worker, enhancing productivity and ingenuity while complementing human qualities like emotional intelligence, strategic decision-making, and creative thinking. So, a clear AI adoption roadmap will be indispensable for any business that wants to become an industry leader by the end of the decade. 

⦁ Data will be the real deal: In the age of tech dominance, data emerges as the undeniable trendsetter. Data analytics is not just a tech tool; it’s the secret sauce, crafting audience-tailored PR strategies with tangible. Beyond consumer analytics and business intelligence, it unlocks the mysteries of SEO progress, media reach, earned media, and audience behavior. The result: finding the right solution for the right client at the right time.

⦁ Creativity's vital role increases: While tech is going to be an overarching theme in our future goals, we cannot let our imagination take a backseat. You know, Mark Twain once said - “I like a good story well told. That is the reason I am sometimes forced to tell them myself.” I feel that way about the need for creativity and imagination in our field of work. Creativity, fueled by intuition and emotion, is at the core of effective communication. Practitioners must elevate their creative efforts to ensure uniqueness and prevent content from becoming mass-produced.

⦁ The purpose will persevere: Regardless of societal, economic, or technological changes, the purpose remains the gold standard for businesses. Consumers, facing the stress of a disrupted world, expect brands to contribute meaningfully. So, communications practitioners will need to keep brands focused not only on environmental priorities, like closing in on their carbon footprint and net-zero goals, but also on nurturing diverse and inclusive outlooks, practices, and spaces. 

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?

Adaptability is a cornerstone of our success. We've consistently been early adopters, staying ahead of industry trends and remaining at the forefront of innovation. In the past year, we made significant progress in the field of data analytics and AI adoption. We established a dedicated Insights and Analytics team that is part of everything we do at Avian WE, from media relations to social impact to integrated campaigns. They make sure the smart use of data is at the core of every brand’s story. The India team plays a pivotal role across WE Communications offices around the world, contributing not only to successful new business pitches but also delivering exceptional services to our global clients.

Then comes artificial Intelligence: We have a dedicated AI Services group that helps our teams explore and adopt new technologies to work smarter, faster, and more creatively. 

We’re continuously testing AI applications for ourselves and on behalf of our clients. So far, we’ve audited more than 100 AI tools in a structured sprint, adding 20 to our client service toolbox. Additionally, we have partnered with the USC Annenberg Center for Public Relations and published a whitepaper to understand how organizations are leveraging AI in their communication strategies.

Furthermore, we have always recognized that in today's world, the way a brand communicates is closely tied to the way it acts in the digital space. We term it a Connected Communications Platform that merges a brand's voice and heart. Our dedicated digital, content, and creative practice – EXPD - leverages social media, content creation, creative strategies, and SEO optimization to deliver top-notch campaigns. Notable among these, in the past year, were campaigns for G20, Vedanta, NITI Aayog's Mission Life, and Dettol’s Hygiene Olympiad, to name a few.

Have there been any notable shifts in the importance of traditional vs. digital channels for your organization in the past year?

Over the past year, our organization has witnessed a notable shift in recognizing the pivotal importance of integrating traditional and digital channels. While traditional channels maintain their significance in reaching certain demographics, the increasing influence of digital platforms cannot be overlooked. Our strategy now emphasizes seamless integration, leveraging the strengths of both realms to create a holistic and impactful communication approach. This integration ensures a broader reach, resonating with diverse audiences across various channels, ultimately enhancing the overall effectiveness of our communication initiatives.

What steps has your PR and communications team worked to ensure diversity and inclusion in messaging and campaigns? 

Our commitment to diversity and inclusion is central to our PR and communications efforts. We've taken deliberate, consistent steps to foster a culture that celebrates diversity. We have fortified our commitment to DE&I with the publication of our intellectual property, ‘Consciously Speaking’. Our Social Impact team authored and published this brilliant terminology guide on gender, sex, and sexuality, in 2021. Recognizing its significance, we translated it into Hindi as "Satrangi Bhasha," in 2022, ensuring wider accessibility and reach. ‘Consciously Speaking Vol 2’, which captures the diverse experiences of 6 LGBTQIA+ individuals, was released at the Rainbow Lit Fest in December 2023. Additionally, since its inception in 2019, Avian WE has partnered with the Rainbow Lit Fest, standing alongside this celebration of diversity and reinforcing our commitment to inclusivity.

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

⦁ We will continue to build on our tech and health POV throughout the year. Being at the forefront of technology and health communications is not just a strategic advantage but a necessity. We aim to lead the narrative in these dynamic sectors, showcasing our expertise and staying ahead of emerging trends.

⦁ AI-driven content automation is a game-changer. By automating routine tasks, we want to empower our teams to channel their energy into more creative endeavors. 

⦁ Our journey will be steadfastly anchored in purpose. We will continue to guide brands in taking meaningful action that creates a positive impact on both people and the planet.

⦁ Continue to offer integrated communications services to brands because powerful campaigns aren't born in isolation; they emerge from the collective brilliance of diverse teams working together. The seamless collaboration of our services not only provides a comprehensive solution for our clients but also ensures a consistent and cohesive brand image across different channels. Cross-selling becomes a natural extension of this approach, offering clients a one-stop-shop for their communication needs.

⦁ Talent development: In a field as dynamic as PR, investing in talent is non-negotiable. An empowered team isn't just a goal; it's the cornerstone of our approach, translating into innovative solutions and ensuring our sustained success as we navigate the ever-evolving landscape. So, our commitment to talent development goes beyond skills; it's about fostering a culture of continuous learning, adaptability, and innovation.