Rapid consumption of media on digital platforms has taken precedence: Madhukar Kumar

The 'Epilogue 2023' series from e4m PR & Corp Comm 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.

Today, we honor and celebrate the phenomenal work of Madhukar Kumar, Founder & Chief Strategist at Grey Cell PR. He holds 16+ years' experience working in pan-India and has done outstanding work by counselling numerous clients across various sectors.

Excerpts:

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

This year, we have observed significant trends in the PR and communications industry. The integration of Artificial Intelligence (AI) and similar tools has become increasingly common, boosting productivity and fostering innovative solutions. AI's role is set to grow, further enhancing precision and creativity in our work. Another emerging trend is the emphasis on storytelling. We've shifted towards a more human-centred narrative in all forms of communication, from articles to interviews. This approach focuses on connecting with audiences at an emotional level rather than solely relying on data and financials. Therefore, the dual trends of AI integration and a storytelling approach define the current landscape in PR and communications.

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?

Adapting our PR strategies involves a deep understanding of our target audiences and their preferred media channels. We emphasize the initial stage of identifying who our communication is for and the platforms they engage with. Tailoring messages to fit these preferences is crucial. For instance, a bank discussing a regulatory announcement would target specific financial and regulatory media, while a campaign for a savings product would be geared towards a broader audience. While I cannot divulge specific campaigns as of now, our approach always focuses on precise targeting and context-appropriate communication for maximum engagement.

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

Incorporating digital communication channels into our strategy is pivotal, but it's equally

important to maintain the human aspect of our storytelling. Our approach balances the use of digital platforms and AI with techniques that keep the narrative relatable and engaging. This balance ensures that while we leverage the latest digital tools, we never lose sight of the human connection that forms the essence of effective communication.

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, we have witnessed a marked shift from traditional to digital media channels. While traditional media like newspapers still play a role, the rapid consumption of media on digital platforms, especially smartphones, has taken precedence. News now primarily breaks on digital platforms. Our strategy is evolving to reflect this change, placing a stronger emphasis on digital channels while still recognizing the value of traditional media.

What steps has your PR and communications team worked to ensure diversity and inclusion in messaging and campaigns?Ensuring diversity and inclusion in our messaging and campaigns is critical. Our team actively works to represent a wide range of voices and perspectives in our communications. This involves understanding the diverse makeup of our audience and creating content that resonates with them. We prioritize inclusive language, consider cultural sensitivities, and aim to reflect the varied experiences of our audience. By doing so, we create more authentic and impactful campaigns that truly speak to our diverse clientele.

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

Our key priorities for the coming year include:

• Enhancing strategic planning and productivity.
• Integrating more technological advancements into our work.
• Delivering greater value to our clients.

We also aim to maintain a strong focus on work-life balance for our team members. This balance is crucial for fostering a creative and dynamic work environment, which in turn enables us to emerge as a more innovative and effective agency each year.