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Category: PR & Communication

  • PRCAI introduces an industry-first story telling convention

    PRCAI introduces an industry-first story telling convention

    The Public Relations Consultants Association of India (PRCAI) will host the inaugural edition of PRana 2024: Shaping the Story of India on 4 September 2024 at The Leela, Chanakya Puri, New Delhi, inviting 20 key opinion leaders, 100 plus C-suite leaders and top communicators to co-create the new narrative of the nation, as India marches towards the centennial independence celebrations in 2047. The convention underscores the critical importance of compelling narratives for inspiring change, fostering innovation, and contributing to the country’s growth.

    The public relations industry is witnessing continued growth and upward trajectory, estimated at Rs 2500 crores in FY 2023, registering double digit growth year-on-year and employing more than 14,000 people in the organized sector. The industry is gaining increased recognition by CEO and C-Suite community. According to SPRINT 2023, the private sector, startup economy, and unicorns are fuelling PR industry’s growth, the C-suite is increasingly recognizing PR and communications as a driving function rather than just an enabler. Eight out of 10 respondents said that India Inc. leadership is working closely with their corporate communications team to devise strategies for brand communication, while 80 per cent of corporate communications head report directly to the CEOs.

    “PRana 2024 is a movement aimed at harnessing the power of aspirational narratives to drive our nation’s progress with two significant stakeholders –  business leaders and reputation custodians. I am certain that the insights shared amongst these stakeholders will not only shape the future of public relations in India but will also contribute to the global discourse on reputation management and storytelling.” said PRCAI CEO Deeptie Sethi.

    “From our ancient epics to modern narratives of innovation, India has always been the land of storytelling. As we approach India@100, there could be no better way for the PR industry to celebrate our rich heritage and aspirational future. PRana 2024 is more than just an initiative; it’s a celebration of storytelling, our thriving tradition on a global stage. Well-crafted narratives can inspire change, transform mindsets, and drive meaningful change, and this is the power of strategic communication that we will harness through PRana 2024. As our industry continues to grow and gain strategic importance across sectors, we look forward to crafting compelling narratives that will resonate with our global ambitions,” said PRCAI VP Kunal Kishore.

    Inspired by the global trend of shorter speeches which are gaining popularity reflects how people consume information in today’s fast-paced world, the convention introduced a brand-new speech format called ‘300Wise’, where speakers will deliver concise, high-impact visionary speeches in five minutes. Influential key opinion leaders will share their vision for India@100 at the public relations convention themed PRana 2024: Shaping the Story of India centred around how powerful ideas can positively impact four pivotal pillars of reputation centred around Leadership and Vision, Emotional Quotient, Country Economics and Social Elevation. Business leaders including Nadir Godrej, Chairman & MD of Godrej Industries, Ritesh Agarwal, CEO & Founder of OYO Rooms, Ashish Kumar Chauhan, MD & CEO of the National Stock Exchange of India (NSE), Bhairavi Jani, Chairperson of SCA Group of Companies; Captain Indraani Singh, Founder of Literacy India; Chhavi Rajawat, First MBA Sarpanch, Devdutt Pattanaik, Author, Guneet Monga, Academy Award-Winning Filmmaker, Kapil Sibal, Lawyer & Politician, Vineet Nayar, Founder of Sampark Foundation, Licypriya Kangujam, Climate Activist, Manish Sharma, Chairman of Panasonic Life Solutions India and South Asia; and Supriya Paul, Co-Founder and CEO of Josh Talks amongst others. Each track will be facilitated by notable guests from the media to help co-curate the India narrative.

    During the story convention, PRCAI will unveil a whitepaper ‘IndiaKiAshaa’ sharing India’s hopes and aspirations. The whitepaper will outline what India can achieve in the next five years which will positively impact it’s brand reputation. The insights shared are culled from over 185,000 responses from 40,000 plus unique citizens located in 394 districts of India. The research is focused on key areas such as sustainability, geopolitical influence, infrastructure, healthcare, ease of living in cities, growth and prosperity, quality education, skilling, technology and innovation and communications, giving a perspective of evolving national narrative of India’s progress and its future trajectory. 

  • PRSI Chennai Chapter elects Ramkumar Singaram as chairman

    PRSI Chennai Chapter elects Ramkumar Singaram as chairman

    Mumbai: Catalyst PR’s CEO Ramkumar Singaram has been elected as the chairman of the Chennai chapter of the Public Relations Society of India (PRSI).

    The other newly elected committee members include Minmini manager-activations Muthu Kumar Balu, as vice chairman; Sathyabama Deemed University – assistant professor Dr. N Raja, as secretary; M.O.P. Vaishnav College for Women – assistant professor, Dr. S. Shridevi, as treasurer; Vels Deemed University assistant professor, S. Sampath Kumar, as joint secretary; and SPIC former senior manager-PR, V. Kalidoss, Southern Railway senior public relations officer, D. Om Prakash Narayan, and Srushti Communications founder-director V. Ramesh Kumar, as executive committee members ex-officio.

    The new officers were unanimously elected at the association’s recent Annual General Meeting. This new committee will hold the post for the next two years.

    It is noteworthy that the PRSI organisation has been functioning since 1958 with more than 3000 members in 23 cities across India.

  • Explore the power of PR articles for elevated brand visibility

    Explore the power of PR articles for elevated brand visibility

    In today’s competitive landscape, public relations (PR) has emerged as a vital tool for businesses to enhance brand visibility and reputation. When crafted effectively, PR articles can captivate audiences, convey valuable information, and foster trust.

    Key components of effective PR articles:

    . Engaging storytelling: A well-crafted narrative can resonate with readers and make your brand memorable.

    . Informative content: Providing valuable insights and addressing audience needs can position your brand as a trusted authority.

     . Subtle Promotion: Highlight your brand’s unique qualities without being overly promotional.

    . Credibility and trust: Build a strong reputation through honest and transparent communication.

    . Professional tone: Maintain a polished and professional style that aligns with your brand’s image.

    . Longevity: Create content that remains relevant and valuable over time.

    Brandcasting: A strategic partner for PR success

    . Brandcasting, a leading PR agency, specializes in helping businesses leverage the power of PR to achieve their goals. Their expertise lies in:

    . Media relationships: Building strong connections with influential media figures to secure coverage and partnerships.

     . Content marketing: Developing high-quality press releases that resonate with both your brand’s messaging and media gatekeepers.

      . Media pitching: Strategically pitching your stories to relevant journalists and editors to generate interest and engagement.

    . Distribution networks: Leveraging a wide network of media outlets to ensure maximum reach and visibility.

     . Monitoring and follow-up: Tracking media coverage and maintaining ongoing communication with journalists to provide additional information as needed.

    The benefits of PR coverage with Brandcasting

      . Enhanced visibility: Gain exposure in reputable media outlets and increase brand awareness.

      . Building trust: Strengthen your brand’s credibility and reputation among target audiences.

     .  Targeted reach: Ensure your PR articles reach the right audience through strategic placement.

     .  Expert touch: Benefit from Brandcasting’s skilled team for crafting and pitching compelling PR stories.

    Conclusion

    By partnering with Brandcasting, you can effectively harness the power of PR to elevate your brand, build relationships, and achieve your business objectives. With their strategic approach and deep understanding of the media landscape, Brandcasting is your trusted partner in unlocking the full potential of PR.

    The article has been authored by Brandcasting founder and CEO Prateek Chandani.

  • Wavar appoints Thought Process Communications as PR partners

    Wavar appoints Thought Process Communications as PR partners

    Mumbai: Wavar, a leading force in agricultural technology and sustainability, has officially appointed Thought Process Communications as their Public Relations partner. This strategic partnership aims to bolster Wavar’s mission of enhancing farmer profitability through innovative and sustainable practices, ensuring a brighter future for the agricultural sector in India.

    Founded in 2019, Wavar has rapidly emerged as a pioneer in Integrated Pest Management (IPM) solutions, positively impacting the lives of over 250,000 farmers across 65 districts in eight states. With a robust network of 300+ dealers and IPM farming practices implemented on an average of 40,000 acres, Wavar is on a mission to revolutionize the agricultural landscape. Their commitment to low-residue cropping solutions aligns with global food security goals, ensuring a toxic-free food supply for consumers while addressing the critical challenges of rising costs and stagnant farmer incomes.

    Commenting on the partnership, Wavar co-founder Sanjay Shirodkar said, “At Wavar, we are dedicated to creating a sustainable agricultural ecosystem that not only supports farmers but also contributes to global food security. Partnering with Thought Process Communications will give us the strategic push we need to amplify our mission, reach more stakeholders, and bring about meaningful change in the industry.”

    Thought Process Communications founder and CEO Vinay Maurya expressed his enthusiasm for the collaboration, stating, “We firmly believe in Wavar’s mission and are confident that our extensive experience working with fertilizer associations and agritech companies in the past will contribute significantly to their growth and success. Our goal is to ensure that Wavar’s innovative solutions and community-driven initiatives gain the recognition they deserve, both within the agricultural sector and beyond.”

    This partnership is poised to enhance Wavar’s visibility, reinforce its brand narrative, and support its vision of becoming India’s leading Agri IPM brand, covering over one million acres of agricultural land and building a robust community of farmers and stakeholders.

  • What are the bigger challenges for brands and PR practitioners in the coming years?

    What are the bigger challenges for brands and PR practitioners in the coming years?

    We live in a world where change is the only constant, brands and public relations practitioners need to be very fast, fast enough to cope with the everchanging needs and demands of the people. What works today will not work tomorrow. With the changing expectations of consumers and technological advancements, PR’s along with brands are facing new challenges every day. Now, being in such creative fields requires fresh thinking and quick adoption.

    Staying ahead in the race has become crucial to survive in the market. Brands are no longer just competing for market share, they’re competing for trust, attention, and relevance in the market. These challenges for brands and PR practitioners will grow more complex, demanding agility, creativity, and a deep understanding of the evolving digital and social environment. Let’s understand this with some key challenges that will shape the future of public relations.

    Digital and AI revolution

    Artificial intelligence is not just a word anymore, it’s transforming the way we communicate and express. From content creation to advanced data analytics AI has got you covered, reshaping the industry. It offers powerful tools to reach the audience with precision, AI also poses some challenges like maintaining the human touch. PR is, at its core, about maintaining and building relationships with trust. Now, with AI taking over the automation of routine tasks, we must focus on strategies that leverage AI while preserving the authenticity that resembles the audience.

    Managing misinformation and trust

    We live in an era where information spreads at the speed of light, which makes us hop on to our next challenge which is the spread of misinformation and deepfakes. A simple false narrative can severely impact a brand’s reputation in just a matter of few minutes, which makes it essential for us as PR professionals to be fully, and strategically prepared to cater to such a crisis and restore and maintain public trust. Hence, building credibility has become more crucial, as consumers increasingly grow skeptical of the information they consume.

    The shift in media landscape

    The transformation from traditional media to the rise of digital media is reshaping on how brands communicate with their audience. While this shift opens up new opportunities for direct engagement with the audience, it also brings challenges. The landscape of media has become vast, the audience is consuming content from diverse sources from social media to podcasts to niche blogs. PR professionals navigate the complex ecosystem and ensure that the message reaches the right audience at the right time.

    Crisis management in a divided world

    When a brand takes a stand on social media or on any political issue then it can be a two-sided sword for them. While some consumers expect brands to speak up, others may hate it for the same, making it tricky for the brand to make a decision. PR professionals guide these brands to make conscious decisions and navigate them on how to handle such negative circumstances.

    The future of public relations and brands is filled with challenges but with challenges comes opportunities. Brands are willing to adopt, innovate, and engage with their audience to thrive in the market. For PR professionals it’s important to stay ahead of the curve, leveraging new technologies, while staying true to the core principles of trust, authenticity, and relationship building. By doing so, they help brands navigate in this rapidly changing environment and achieve success.

    The article has been authored by Adgcraft Communication founder & MD Abhinay Kumar Singh.

  • Concept PR celebrates Friendship Day with innovative team-building activities

    Concept PR celebrates Friendship Day with innovative team-building activities

    Mumbai – Friendship Day, observed on the first Sunday of August, is a cherished occasion to honor the bonds of friendship and celebrate valuable relationships. At Concept Public Relations India Ltd, a leading full-service PR agency, this year’s celebrations reached new heights with a creative twist.

    Concept PR marked Friendship Day by creating India’s longest corporate friendship band. This impressive display spanned all three floors of our office, showcasing 300 heartfelt notes exchanged among team members, symbolizing our enduring friendships and strong internal bonds.

    The celebration featured engaging activities as employees paired up with their BCFs (Best Concept Friends) for a series of fun-filled events. A highlight of the day was capturing lively “laughfies” (laughter + selfies), which captured the joyful spirit and camaraderie of the occasion.

    A spokesperson from Concept PR’s HR department shared, “At Concept PR, enduring friendships are the cornerstone of our vibrant work environment. Our colleagues become integral members of our PR-led integrated marketing family, contributing to a supportive and dynamic workplace where creativity and bonds thrive. This Friendship Day activity is a step forward in our ongoing commitment to employee engagement, aimed at strengthening connections and enhancing our collaborative spirit through innovative and meaningful experiences.”

    These HR-led initiatives not only foster unity but also reinforce the strong connections that make Concept PR a cohesive and dynamic workplace. We celebrate Friendship Day and the exceptional connections within our team, year after year.
     

  • PR Pundit Havas Red returns with ‘ALCHEMY’ season two

    PR Pundit Havas Red returns with ‘ALCHEMY’ season two

    Mumbai: After witnessing a tremendous response from budding PR practitioners in the maiden edition of its annual case study challenge – ‘ALCHEMY’ in 2023, PR Pundit Havas Red is ready to welcome participation to season two. ‘ALCHEMY’ is a unique competition that aims to encourage creativity, strategic thinking, and practical problem-solving skills among the next generation of communicators.

    Season two of ‘ALCHEMY’ promises even more excitement and learning, wherein, participants can expect to engage with real-world scenarios. As part of the process, the participants will be given a situational challenge to develop an effective communications programme to demonstrate their insightful thinking fusing academic knowledge with practical application.

    A prestigious jury of leading marketing and corporate communication experts will judge the entries on various pre-identified parameters.

    Three winner duo teams will get an opportunity to attend one of the industry’s most coveted events PRAXIS 2024 and the front rankers will be invited and hosted for an all-expense paid trip to an international communications conference. The winners from ALCHEMY season one 2023 – Vasu Sharma and Rhea Vasudev are fully geared up to attend the SABRE APAC AWARDS 2024 in Singapore in September as part of their gratification.

    Commenting on the initiative, PR Pundit Havas Red CEO Archana Jain said, “In today’s world, role of PR and communications has evolved beyond just crafting vanilla narratives and now demands a mastery of truth told well. We are thrilled to launch Season 2 of our innovative case study challenge ‘ALCHEMY’ for young practitioners who not only possess creative minds but also know how to thrive in this dynamic environment. Our previous season received an overwhelming response, showcasing real creative thinking. We look forward to another successful season this year.”

    The case study challenge is free (no entry fee) and open to all PR practitioners aged 30 or below who are residents of India via a process of self-nomination. ALCHEMY welcomes participation from a two-member team of any combination (from a PR firm and/or corporate background/or a brand or participative collaboration in any other form).

    For more details, please log on to https://reputationtoday.in/alchemy/ interested candidates can send their intent of participation at alchemy@prpundithavasred.com.

    The last date to receive nominations is 23 August 2024.

  • Navigating the PR startup landscape: What every new entrepreneur must know

    Navigating the PR startup landscape: What every new entrepreneur must know

    Starting a Public Relations (PR) startup can be a rewarding endeavor, offering the opportunity to shape brand narratives, manage reputations, and influence public perception. However, entering this dynamic industry requires strategic planning, a deep understanding of market dynamics, and an unwavering commitment to delivering value to clients.

    Begin by conducting thorough market research. Identify potential clients, understand their needs, and analyze competitors. This will help you carve out a niche and position your services effectively. Pay attention to industry trends, technological advancements, and changes in media consumption patterns. Staying updated with the latest PR strategies, tools, and best practices is crucial. Understanding the intricacies of media relations, content creation, social media management, and crisis communication will be key to your success. Joining industry associations and attending conferences can also provide valuable insights and networking opportunities.

    Develop a comprehensive business plan outlining your vision, mission, target market, and unique selling proposition (USP). Define your service offerings, pricing strategy, and revenue model. A clear business plan will serve as a roadmap and attract potential investors or partners. Additionally, ensure that your business is legally sound by registering it, obtaining necessary licenses, and understanding the legal requirements specific to your region. Consider consulting with a legal professional to ensure compliance with regulations and to draft contracts that protect your interests.

    Your brand identity should reflect your values, expertise, and the unique value you bring to clients. Develop a professional logo, website, and marketing materials that convey credibility and professionalism. Consistency in branding across all touchpoints is key to building trust. In today’s digital age, a strong online presence is essential. Optimize your website for search engines (SEO) and maintain active profiles on social media platforms relevant to your target audience. Share insightful content, case studies, and client testimonials to showcase your expertise.

    Building a robust network of media contacts, industry influencers, and potential clients is critical. Attend industry events, join professional groups, and leverage LinkedIn to connect with key stakeholders. Developing and maintaining relationships with journalists, bloggers, and influencers is essential for successful PR campaigns. Regularly engage with media professionals, understand their interests, and tailor your pitches to meet their needs. Personalized and relevant pitches are more likely to gain traction.

    Understand your clients’ goals, challenges, and target audiences. Tailor your PR strategies to align with their objectives and deliver measurable results. Regularly communicate with clients, provide detailed reports, and be proactive in addressing any concerns. The PR landscape is constantly evolving, with new tools and platforms emerging regularly. Stay ahead of the curve by embracing innovation. Utilize data analytics, social media listening tools, and content management systems to enhance your campaigns and deliver superior value.

    Every PR professional must be adept at managing crises. Develop a robust crisis communication plan and train your team to respond swiftly and effectively. Transparency, timely updates, and a clear strategy are essential during a crisis. The PR industry is dynamic, and client needs can change rapidly. Being adaptable and flexible in your approach will help you navigate challenges and seize new opportunities. Continuous learning and professional development are crucial for long-term success.

    Your team is your greatest asset. While it might be tempting to hire experienced professionals, they can often be expensive. Instead, look for individuals who have a hunger to succeed and a passion for the industry. These individuals can be trained and nurtured, and they are likely to stay with you for a long time, contributing to your startup’s growth. Foster a positive and collaborative company culture, encouraging creativity, open communication, and a client-centric approach.

    Starting a PR startup requires careful planning, strategic thinking, and a commitment to excellence. By understanding the industry landscape, building a strong foundation, crafting a compelling brand, and focusing on delivering exceptional value, you can establish a successful PR startup that stands out in a competitive market. Adaptability, continuous learning, and a client-centric approach will be your guiding principles as you navigate the dynamic world of public relations.

    The article has been written by Miracle PR founder Akbar Ali.

  • Creating PR campaigns is often a process of trial and error: Komal Rukhana

    Creating PR campaigns is often a process of trial and error: Komal Rukhana

    Mumbai: The PR industry in India is undergoing a transformative phase. With the rise of digital media and changing consumer behaviors, traditional PR practices are being reshaped. The focus is increasingly on creating authentic narratives and engaging with audiences through innovative digital channels. Brands are now seeking PR strategies that go beyond mere media placements, aiming for genuine connections and measurable impact.

    Komal Rukhana co-founded Mint & Milk PR with a clear objective: to break away from the overpromise and superficiality that often tainted the industry. Her viral campaign for Sonakshi Sinha’s press-on nail brand SOEZI showcased her knack for out-of-the-box thinking. The campaign not only captured widespread attention but also set new standards for digital engagement. Under her leadership, Mint & Milk PR has also successfully positioned Kalki as a premium designer brand and represented international giants like French Connection and Invicta in India.

    Indiantelevision.com caught up with Rukhana where she shared her views on the challenges and perks of building one of the most promising boutique agencies in such a competitive and volatile industry.

    Edited excerpts

    What inspired you to start Mint + Milk PR, and how did your early experiences shape your vision for the agency?

    I have always had an entrepreneurial spirit.  When I explored the field of PR, I quickly realized it was not only something I loved but also something I excelled at. It was a field that challenged me, but still allowed me and pushed me to use my strengths. I have always been drawn to the idea of building something from the ground up and making a tangible impact. And as the co-founder of Mint + Milk PR, I could not only do that for my organization, but also be a part of that journey for my clients.

    My early experiences in PR definitely gave me a clearer view of what works in this industry and what does not. My approach to work has always emphasized honesty, diligence, commitment, and organization. These values have been the foundation of Mint + Milk PR from the very beginning, and continue to shape till date how we operate, how we interact with clients, and how we approach every campaign.

    How do you approach creating innovative and effective PR campaigns for your clients across diverse sectors?

    Creating PR campaigns is often a process of trial and error. There will always be hits and misses, but that doesn’t deter us from exploring innovative ideas. Because at the end of the day, if I want to genuinely create an impact, I have to push the envelope and think of strategies that are out of the ordinary. That being said, our strategies are always underpinned by a thorough understanding of our clients’ brands, their goals, and their target audiences. We stay updated with market trends, consumer behavior, technological advancements, etc. So now, after years of experience and consistent research and learning, we have higher success rates to our creative campaigns.

    Can you share some details about the most successful campaigns you have curated, such as MyMuse, SOEZI, and Kalki?

    Honestly, there are so many brands out there right now, and everyone is coming up with such creative campaigns, that the only way to make sure your campaign is successful is to stay ahead of the curve. This means suggesting innovative campaign strategies tailored to your target audience, that not fit the brands’ brief but also their budget allocations.

    For example, with SOEZI, since so many celebrities have been launching their brands these days, we strategically intertwined her brand launch with intriguing speculations of her engagement. With MyMuse, sexual wellness was a difficult subject to talk about in our country when the brand started back in 2021. So we had to be extremely careful and creative so as to not come across as offensive or vulgar, but instead shift the narrative from sex toys to intimate wellness, be it through media conversations or influencer content. For KALKI on the other hand, our task was to position them as a design-led brand. For this, we leveraged our relations with renowned fashion influencers, manifested couture exhibitions, and tapped into an exclusive and elite clientele.

    How did the COVID-19 pandemic impact your agency, and what innovative methods did you implement to continue promoting brands effectively?

    In all honesty, COVID-19 was a challenging phase, and there were times when we doubted the resurgence of our industry. But thankfully, we actually emerged stronger. Our biggest learning was that adaptiveness is the key to success. The quicker you move with the waves and the faster you mould and make decisions, better the chances of staying afloat and rebuilding.

    Our first step was to creatively strategize digital launches and virtual events, so that our clients’ messaging reached their target audiences without the need for physical presence. We leveraged social media to amplify visibility for product launches, marketing activations, the brand founders. I think the pandemic really opened the world’s eyes to the extent of social media’s power to influence the audience, so much so that influencer collaborations are now an integral part of what we do for our clients.

    What are some current trends in the PR industry that you believe will shape its future?

    Firstly, I think the immersive use of AI is revolutionizing the way we analyze and deliver content. There are AI-powered tools that provide detailed insights into consumer behavior, market trends, and campaign performance by analyzing vast amounts of data. There are AI tools that will help ideate on and even create marketing material. There are AI tools for everything today. Secondly, authentic and data-driven narratives are becoming essential in building consumer trust in our client’s brands. Epecially given how saturated the market is right now with not only homegrown brands but also international brands coming to India. Also, cultivating strong brand partners and loyalists, particularly when it comes to influencer selections, is superbly important. Quality goes a long way than quantity here.

    What is your long-term vision for Mint + Milk PR, and where do you see the agency in the next five to ten years?

    We aim for further industry expansion and client diversity. We have been doing this year on year, but there’s still a lot more ground to cover and we’re looking forward to tapping into newer market segments. We also want to grow geographically and therein increase our market reach. A lot of homegrown brands are coming up in Tier 2 cities as well now, and we’re keen on working with them to amp up their visibility and awareness.

    At the same time, we have also made plans for team development programs. We believe in investing in our team’s growth, and want to make sure they grow along with the agency. 

  • PR industry continues to grow at 20 per cent, reaching ₹2,500 crore

    PR industry continues to grow at 20 per cent, reaching ₹2,500 crore

    Mumbai: The Public Relations Consultants Association of India (PRCAI) hosted the third edition of its flagship thought-leadership forum, PRologue 2024 on 25 July in Gurgaon.

    At this event, PRCAI presented initial findings of SPRINT 2024*, its annual industry survey in collaboration with IPSOS, which estimates a growth of 19.6 percent in FY 2022-2023 for the industry. PRCAI presented and deliberated on an optimistic projection for the Indian PR industry, reaching 2,500 crore from 2,100 crore in FY 2021-2022.

    The event saw panelists engage in dynamic discussions on the theme ‘Reimagining Communications in a Turbulent World.’ With changing demographics in India, influence of technology and AI, economic trajectory, the PR industry is experiencing changes at a fast rate, from skills required in the industry, to greater attention to PR by C-Suite, to innovation in audience outreach, to shaping narratives, to services and specializations offered to be ready for the future of communications. These themes were explored at the recent PRologue 2024, which was attended by 300 communication and business professionals.

    India is home to the largest Gen Z population, earning trust from this dynamic group is vital for brand success. Diving into the evolving behaviour of new-age consumers, PRCAI guest speakers included Tata Starbucks CEO Sushant Dash, content creator Anushka Rathod and Edelman India lead advisor, brand marketing & communications Ashutosh Munshi who talked about how to ‘Crack the Gen Z Code’ at the event.

    Tata Starbucks CEO Sushant Dash said, “Gen Z’s unique expectations and strong opinions, shaped by their digital nativity, challenge brands to innovate. At Starbucks India, we engage with this dynamic group daily, finding their perspectives both refreshing and inspiring. Their insights drive us to continually adapt and improve our communication approach.”

    Emphasizing trust and engagement, the panel underscored public relations’ crucial role in navigating rapid technological advancements and widespread misinformation. The second panel with guest line-up including, Staqu Technologies CEO & co-founder Atul Rai, Medianama founder and editor Nikhil Pahwa, HT Media Group business head Yatik Naik, and The Indian Express COO Nandagopal Rajan discussed strategies to ‘Navigate The AI Tightrope,’ balancing the dilemma of innovation versus misinformation.

    The most awaited industry event is a combination of trend discussions at PRologue 2024, followed by the global SABRE South Asia Awards, that celebrated the most creative and interesting work in the field of public relations. More than 50 awards were given to compelling campaigns. SUGAR Cosmetics co-founder and CEO Vineeta Singh was awarded the top honour of CEO of the year at the SABRE South Asia 2024 Awards.

    SUGAR Cosmetics CEO & co-founder Vineeta Singh said, “I am deeply honored and humbled to receive the Best CEO of the Year at SABRE South Asia 2024 Awards hosted by PRCAI. I dedicate this award to my mother and SUGAR’s workforce, especially 3000+ women employees, beauty enthusiasts, and stakeholders at large. This award recognition underscores our focus to redefine the Indian beauty landscape whilst saluting the indomitable spirit of women who embrace their most authentic selves.”

    PRCAI VP Kunal Kishore said, “PRologue and SABRE SA have become the industries’ most awaited moments of learning and recognition. Our goal is to focus on authentic conversation and reimagine every year our ever-changing environment that can constantly up the game for the industry.”

    ‘This year at PRologue 2024, PRCAI partnered with the Guinness World Records (GWR) and created a new record for the most signatures collected on a t-shirt in 60 minutes. It called upon the attendees and industry professionals to pledge to the power of “Educate, Elevate, Empower” and for each one of them to commit an hour this year to upskill the next generation of talent in the industry.

    PRCAI CEO Deeptie Sethi remarked, “The industry is witnessing a healthy growth and PRCAI is committed to help the industry strive for excellence with platforms to upskill, standardizing guidelines to build a world-class workforce and stronger industry practices for both today and tomorrow. We are excited about the first-ever Guinness World Record for PRCAI, that symbolizes our commitment to encourage each member of ours as an integrated part to cultivate a more skilled and innovative workforce for the future.”

    To elevate the industry standards and cultivate a more professional and collaborative environment for collective success, PRCAI has a new client-consultancy partnership charter and code of conduct guidelines, which will be announced soon to build an even stronger ethical, professional, and progressive PR industry.