NEW DELHI: The PR and communications industry is doing very well thank you. That’s the view of The Public Relations Consultants Association of India (PRCAI) CEO Deeptie Sethi. The former Ford India communications boss who was brought into lead the professional organisation after stints in the US expects the spin doctoring business to grow at a healthy 12 percent year on year and she estimates it to cross Rs 2,000 crore in the not too distant future.
“It has been growing rapidly and is almost back to pre-pandemic levels,” she says with a big smile.
Sethi has brought in a new drive into the PRCAI, organising workshops, training masterclasses, keeping in mind the demands that clients are dishing out in a complex world consisting of newspapers, whatsapp, digital media print and video outlets, TV channels, social media influencers, bloggers, fake news, podcasters, paid media, earned media, short video platforms and what have you.
“There was a time when all you had to do was draw up the right communications strategy and reach out to ensure print and TV channel journos got the right brand message through the dissemination of releases,” she explains. “But today you have several options and the responsibility of a communication professional has multiplied manifold. There is a high level of penetration of mobiles, and you know, millennials, the way they are absorbing content. Today, we are overloaded with information. Upskilling and sharpening existing skillsets are the order of the day. We listen, we learn, we educate, and we practise.”
Towards this end, the PRCAI has conducted a three month programme called ‘Writing Pen Upskilling’ which helps professionals to learn new techniques of writing and helps them visualize a story from the journalist’s and writer’s perspective. “We had a batch of 41 PR people. Practitioners from 10 consultancies came forward and nominated their people, ” she reveals, adding that another upskilling programme is on the anvil.
According to her, the manner in which communications messages are being delivered has transformed with digitisation. Currently, the audience consumes messages according to their taste and requirements. And it is quick to voice its opinion and ire against brands to their followers on social media. Hence, crafting the right communications strategy targeting the right audience and tracking its impact is becoming even more challenging.
“Performance marketing and influencer marketing are about having the right skills but public relations and communications is all about that trust and authenticity. We have that higher responsibility to make sure we are communicating the right story,” she highlights.
Sethi cautions that brands cannot be built in one day. “It is a consistent effort to put the message across to the audience and build credibility in the market. Defining a clear objective is imperative to achieve the right result. The problem is that people are unable to set a clear objective and what they would like to achieve from promotion or marketing.” she explains.
The industry is focusing on bringing in research-oriented communication expertise and specialisation, which help to identify different trends and customise effective communication strategies.
“Today, a lot of research is happening in our communication industry, from using data accurately, to learning and improving skills,” Sethi says. “Artificial intelligence, machine learning and automation are all the rage. It is something that agencies, consultancies and brands are looking to adopt. It is important to figure out where the gaps are and how we can work together and overcome them. Through this the industry is also solving customer’s problems – a skill that is much-needed at this hour.”
Sethi is optimistic about the growth of the PR and communication industry in 2022. However, she is concerned about the macro challenges that the country is facing currently, with rising inflationary pressures, a weak rupee, and economic uncertainty.
“If economic slowdown and recession come, budgets will be impacted, thereby, various other things will be affected. We can also be impacted, so we need to be cautious in our approach,” she predicts.
Wise words from a seasoned veteran.
