'Relationships' or 'Media relations' is the be-all & end-all of success: Bhaskar Majumdar

In the wake of continuous advancements, public relations have emerged as a linchpin for organizations seeking to build resilience, trust, and relevance and unraveling their insights, strategies, and innovations that have not only withstood the challenges of the past year but have also set the stage for a future. With this in mind, we present the 'Epilogue 2023' series from e4m PR & Corp Comm that honours the indomitable spirit of PR leaders who have weathered the storm of this dynamic industry and propelled their organizations to new heights of success through resilience and strategic communication.

In today's 'Epilogue 2023' series, we have Bhaskar Majumdar, Head – Marketing Communications, CSR and Digital, Egis – India and South Asia, who discussed the changes in PR strategies and how brands can drive brand reputation, engagement, and resonance while staying responsive to evolving audience preferences and industry landscapes.

Excerpts: 

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

Public relations as an industry came into existence almost three decades back in India. In earlier days, it was more focused and based on a journalism foundation because brands always wanted to get in the news. Since the very beginning, the public relations industry embraced 'Relationships' or 'Media relations' as the be-all and end-all of success. Over the years, it evolved and became a sophisticated approach to creating the strategic narrative to create the right messaging to target the right audience in the best possible way in a well-planned way. The pandemic has fast-forwarded the adaptation of the digital transformation. Consumption of news has become digital because of the lockdown. This year, brands increasingly focused on social and environmental causes, integrating purpose into their messaging to resonate with socially conscious consumers.

Moreover, brands recognized the power of their employees as brand ambassadors, and employee advocacy programs gained traction to amplify brand messaging. Furthermore, PR strategies have become more data-focused, leveraging analytics for precise targeting, personalization, and measuring campaign success. The popularity of audio content and podcasts continued to grow, providing new avenues for brands to reach audiences through storytelling and thought leadership.

How have you adapted your PR strategies to reach and engage target audiences effectively? Can you share a specific campaign or initiative highlighting this adaptability and its success?

In our business, our key stakeholders are our clients and employees. All our campaigns are designed to reach our target audience and showcase our expertise, technical skills, and creativity through systematically promoting our projects and actions. One of our key projects for climate emergencies is Green Plantation.

Egis in India's "Project Clean and Green" focuses on adopting a Green Belt – cleaning the designated area and turning it Green by planting trees. We adopted a piece of land in NH 8 and started the campaign with #cleanliness drive in June 2022 and #EgisCleanAndGreen drive in August 2022. Location: Area – 5000 sqm: From Thinkplus office till the turning towards Medanta hospital side lane (left) on National Highway 8, Sector 32, Haryana-122001, India. The impact of our mission is that we planted more than 2000 saplings, created a medicinal plant zone, placed artificial bird nests and water for birds, and created awareness of climate change and environmental sustainability by inviting college & school children regularly.

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

As a leader, prioritizing digital communication involves several key steps. Firstly, it's crucial to understand our audience: where they are, what platforms they prefer, and their engagement habits. Integration happens by aligning digital channels with our overarching strategy, ensuring each channel serves a specific purpose tied to our goals. Regular evaluation of analytics helps refine this integration, optimizing our approach based on performance metrics. This process involves adapting to emerging trends, experimenting with new platforms, and fostering a cohesive brand presence across all digital channels. Ultimately, it's about staying agile, being responsive to audience needs, and continually refining strategies for maximum impact.

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

In the past year, our organization has witnessed a notable shift towards digital channels over traditional ones. The pandemic accelerated this transition as remote interactions became the norm. We observed increased engagement, conversions, and audience reach through digital platforms compared to traditional mediums. Consequently, there's been a redirection of resources and focus towards enhancing digital presence, refining content for various online channels, and leveraging data-driven insights for targeted outreach. While traditional channels still hold relevance for specific demographics, the emphasis on digital channels has grown significantly due to their ability to offer broader reach, real-time interactions, and measurable ROI.

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

Communication teams are pivotal in promoting diversity and inclusion by fostering inclusive narratives, amplifying diverse voices, and advocating for inclusive practices across all communication channels. We're committed to continuous learning, training, and refining our approaches to authentically and meaningfully represent diverse experiences and perspectives in all our communications.

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

In the upcoming year, our PR team's key priorities revolve around three focal points.

• Firstly, enhancing brand visibility through strategic storytelling, emphasizing our values, and fostering authentic connections with our audience. 
• Secondly, we aim to bolster media relations by nurturing meaningful partnerships and securing impactful coverage aligned with our brand narrative. 
  
  
• Lastly, we're focusing on agility and innovation, adapting swiftly to emerging trends, leveraging new communication tools, and amplifying our presence across diverse digital platforms. 

Ultimately, our goal is to drive brand reputation, engagement, and resonance while staying responsive to evolving audience preferences and industry landscapes.