‘PR industry will have to create frequent pieces of engaging content that can be online’

At the e4m PR & Corp Comm 40 Under 40 2022 summit, Sanjeev Handa, Sr. Vice President and Head of PR & Communications, Maruti Suzuki Ltd, spoke in-depth about how millennials and GenZ play a crucial role for a brand. He also spoke about the evolving trends in the PR and corporate communication industry. Handa delivered a keynote address.

Emphasizing on the importance of adapting and evolving to the new trends which revolve around Gen Y, Sanjeev Handa said, “For the past two extraordinary and challenging years that we have faced, we have transcended from the Volatile, Uncertain, Complex and Ambiguous (VUCA) world. The world as we knew to us is fast transitioning into BANI world, which is very ‘Brittle’ as people are more ‘Anxious’, systems and processes are ‘Non-linear’ and situation of the ground is ‘Incomprehensible’ (BANI).”

“Therefore we need to learn to be more resilient, attentive, adaptive and transparent. The world is changing and the customer is adapting to the change. The needs and desires are also fast evolving.”

Talking about millennials in detail, Handa said, “One of the most significant changes we are seeing in the marketing and PR circles is the impact of the Y generation. Millennials are the largest percentage in a workforce and are shaping digital face of communication at several spaces. They are fast in embracing in new technology such as Instagram, Snapchat, etc and are using them to connect with the audiences in more authentic and engaging ways. This is leading to the shift away from traditional one-way communication strategies towards the need to two-way and interactive communications strategies.”  

“The future of communication therefore needs to be carefully constructed with thoughtful content that engages readers and deliver information quickly and very concisely. Long features, click bait articles and paywalls will be shunned by future audience. PR industry will have to place more effort in placing and creating frequent pieces of engaging content that can be driven out online rather than through long case studies or feature-led articles in publications and dailies.”

Describing the importance of technology and the need to create an impact via content, Handa explains, “We better understand the new generation needs, wants and desires. We would need to embrace new technologies and formats. Therefore creating a system to deliver content digitally to masses and audiences will be the most effective way for promoting the reputation of brands. Primarily through blogging and supported by social media strategies this will result in audiences being offered with snackable content. This will be of huge impact.”