‘I would like to see a return to investment in training and skilling of talent’

The year will soon draw to an end only to give way to a new dawn that will usher in 356 days to be filled with achievements, success stories, and thoughts and ideas. This is also the time to stop and reminisce about the year that was – rethink our learnings, be grateful for our triumphs, imbibe wisdom from our mistakes, all the while preparing ourselves for the days ahead.

As we pause to reflect on 2022 and reflect on what it is leaving us with, we present 'Epilogue 2022', a year-ender series from e4m PR & Corp Comm that will feature stalwarts from the Indian PR fraternity. Today, we have Sunil Gautam, founder and partner, Pitchfork Partners Strategic Consulting LLP, shares his thoughts about the year that was and the global PR practices he would like to see the Indian PR fraternity adopt.

Excerpts:

What are the changes you have seen in the industry this year (2022)?

The biggest milestone has been the complete recovery from the Covid-19 setback and a firm return to the high-growth path. As the Indian economy rebounds, so does the industry. Moreover, the PR industry has begun working even more closely with founders and CEOs, which marks a true recognition of its strategic value. The last significant change has been the rise in PR budgets across sectors and for truly integrated work. This has been possibly the most encouraging change in 2022.

What are the trends that have yielded optimum results this year? Are there any global trend practices that you would like the Indian PR/ Corp Comm fraternity to adopt?

The strongest pattern is the incorporation of such new media platforms as podcasts and independent media as the drivers of PR campaigns. We are seeing greater interest in these opportunities and even investments in them by clients. We find there is great RoI in them. As for international best practices, I would like to see a return to investment in training and skilling of talent. The pandemic had put paid to that, but the transformed media, business and audience landscapes necessitate this investment.

We are rapidly moving ahead in the area of digital communications and will do more so in the new year. Do you feel that new technology and co-exist harmoniously with the traditional ways of PR and corporate communications?

I think that the principles – correct messaging, understanding the audience, strategic approach, etc. – remain the same but how we apply them has and will continue to change. You are dealing with a changed audience and an altered media universe, so naturally how and who we talk to changes alongside. We will see an increasing infusion of technology in our work – from data analysis to programmatic outreach – but the basic need to engage and tell stories won’t change. However, our tools will.

As we reach full-time normalcy, there has been a fresh revival in talent acquisition and salary restoration. What are the other areas that you are expecting a full revival of?

Investment in training, adopting technology with a vengeance and in-person events.