‘Need for real-time monitoring of trends & consumer sentiments via social listening’

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 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 Archana Jain, Managing Director, PR Pundit, who shares her 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)?

Some of the most noteworthy changes that I have witnessed in 2022 include:

•  An increased recognition and appreciation for digital.
•  We have witnessed many more purpose driven campaigns – where brands are solving for societal issues.
•  It’s great to see the evolution of influencer marketing to authentic storytelling
•  Hybrid form of working, seems like, is here to stay in our profession!
  
  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?

Since we are living in a hyper-connected world, there is a need for real-time monitoring of trends and consumer sentiments through social listening. Integrated firms with strong digital teams have found more success.

If our profession has to mature, we must incorporate more data into reporting impact to provide clear evidence of value. Measurement and interpretation of results is becoming indispensable. PR practitioners must advocate and adopt measurement of PR programmes that is beyond AdValue equivalent. Therefore, we need to secure greater investment by clients in measurement of perception.

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 can co-exist harmoniously with the traditional ways of PR and corporate communications?

Having the pulse of the now and the new is critical in PR as in every other business. If our practice does not keep pace with the rapidly-evolving consumer expectations, disruptions in the media landscape and opportunities offered by technology to sharpen our communication programme, we run the risk of becoming obsolete in the blink of an eye.   

The concept of integrated communications that has been taking shape over years, is here for real.  PR Consultants need to score across PR, digital, media, influencer, social and creative. This requires us to think beyond mere PR to advise brands on positioning, marketing, engagements, etc. Integrated communications with a harmonious blend of POSE (paid, owned, shared, earned) formats is a way brands need to approach communications and are already doing so in large measure.

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?

The business has been back to normal now for over six months with the exception of the hybrid form of working.