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Category: PR & Communication

  • The evolution of PR in a social media era

    The evolution of PR in a social media era

    Mumbai: In today’s fast-paced world, where authenticity reigns supreme, organisations are discovering the transformative potential of purpose-driven communication. From fostering trust within communities to driving societal change, the integration of core values into communication strategies is no longer just a trend—it’s a necessity. But how do we ensure that these messages resonate authentically with diverse audiences, both internally and externally? And what role does PR play in managing online reputation amidst the ever-evolving landscape of social media?

    To gain more indiantelevision caught up with DVP – corporate communications Deepika Singh purpose-driven communication, exploring its impact, measuring success, and uncovering the skills needed for the next generation of communicators to excel in this dynamic landscape. Get ready to harness the power of purpose and revolutionize the way we connect and engage with the world around us!

    Edited Excerpt

    On integrating organizational values into your communication strategy within the company and the communities it serves

    Integrating organizational values into communication strategy involves understanding core values, setting clear goals, crafting messaging aligned with these values, training employees, adopting a client-centric approach, prioritizing transparency, and accountability, engaging with communities, fostering partnerships, monitoring outcomes, and staying adaptable. While drawing this path is easy, executing it requires a whole lot of collaboration and seamlessness between several departments and employees along with a single goal.

    By consistently embodying these values and effectively communicating them through tailored messages and engagement efforts, we can build trust, enhance reputation, and drive positive social impact within the communities they serve.

    On ensuring that purpose-driven messaging resonates authentically with diverse audiences, both internally and externally, given your extensive background in PR and reputation management

    To ensure that purpose-driven messaging resonates authentically with diverse audiences in any organization, a strategic approach is essential. I start by understanding the unique needs and perspectives of each audience segment, including clients, employees, investors, and community stakeholders. Then I get into defining a clear and meaningful purpose that goes beyond financial goals, aligning with the values and aspirations of diverse groups. A message house with proof points for external as well as internal audiences becomes extremely essential. Internally, I engage employees by articulating the purpose and its relevance to their roles, fostering a culture where they feel connected to the organization’s mission. Providing training to enhance cultural awareness among employees and tailoring communication channels to effectively reach different audiences with authentic, respectful messaging comes next. Training spokespeople to address media is important along with repeatedly using the messaging in all documents prepared for external communications.  

    On the ideal way to map the impact of purpose-driven communication on your target audience and the broader community

    Mapping the impact of purpose-driven communication on our target audience and the broader community is a strategic process that begins with defining clear objectives for our communication efforts. We aim to achieve specific outcomes such as increased awareness, behaviour change, or enhanced community engagement through our purpose-driven messaging.

    To measure impact, we use a combination of quantitative and qualitative metrics. We track metrics like website traffic, social media engagement, and sentiment analysis, and conduct stakeholder interviews to gather insights into how our messages resonate.

    Before implementing our purpose-driven strategies, we conduct baseline assessments to understand the current perceptions and behaviours within our audience. This helps us establish a benchmark for evaluating the effectiveness of our communication efforts over time.

    As we implement purpose-driven campaigns, we utilize various tracking mechanisms including surveys, focus groups, and analytics tools to gather ongoing data on audience response and understanding. We segment our audience based on demographics and psychographics to analyze impact across different groups and tailor our messaging accordingly to maximize effectiveness.

    Additionally, we engage in open dialogue with stakeholders to gather qualitative insights and refine our messaging based on their feedback.

    On the role of PR evolving in managing a company’s online reputation and addressing public concerns, with the rise of social media

    With the advent of social media, the role of PR in managing a company’s online reputation and addressing public concerns has fundamentally shifted towards a customer-centric approach. Rather than leading with the product, PR professionals prioritize putting the customer first in all communication strategies. This means crafting social media content with a human voice that resonates with consumer needs and interests, ensuring that every interaction online is valuable and meaningful to the audience.

    In this digital landscape, the focus is not only on Return on Investment (ROI) but equally on Return on Engagement (ROE). Social media content is designed to be useful, informative, and relatable, catering directly to consumer preferences and providing tangible value in every interaction. PR teams strive to be present, useful, and quick in engaging with customers online, leveraging micro-moments to connect authentically and address concerns promptly.

    The evolution of PR in the age of social media underscores the importance of being there for customers, offering useful content that enriches their experience, and responding swiftly to their needs. This approach allows companies to build genuine relationships, enhance brand reputation, and drive meaningful engagement in the digital space, ultimately translating into both tangible and intangible returns on engagement.

    On  purpose-driven communication directly contributing to societal impact or positive change within the communities it operates in

    Purpose-driven communication has catalyzed societal impact by aligning with the values of Gen Z, leading to greater social awareness, consumer-driven demands for corporate accountability, enhanced community engagement, and the amplification of social justice movements. As brands continue to embrace and authentically communicate their purpose, the positive changes within communities are likely to grow, driven by the socially conscious and active Gen Z population.

    Companies that have taken a stand on issues such as racial equality and LGBTQ+ rights have seen positive responses from Gen Z. For instance, Nike’s endorsement of Colin Kaepernick’s activism led to both increased support from younger consumers and greater public discourse on racial justice issues.

    On the next generation of communication professionals embracing purpose-driven approaches, and skills or mindset shifting necessary for them to excel in this aspect

    The next generation of communication professionals is poised to embrace purpose-driven approaches, reflecting their deep commitment to DEI. Corporate accountability is very important and the future generation needs to emphasize transparency and accountability to meet the increasing demands of socially conscious audiences. They need to be genuine in their messaging, ensuring transparency about the organization’s goals and progress while crafting culturally aware and empathetic messages. Proficiency in leveraging digital tools and social media platforms, along with strong storytelling skills, will enable them to create compelling narratives that resonate with diverse audiences and measure the impact effectively.

    Additionally, collaboration across various departments, a commitment to continuous learning and adaptability are crucial. Upholding ethical standards in all communications will further reinforce the organization’s commitment to positive societal impact, driving meaningful connections and fostering trust within communities. Future communicators should develop a deep understanding of cultural nuances and empathy for social issues and the values of their audience. They should be flexible and responsive to evolving social trends and consumer expectations.

  • RedBeryl welcomes Kaizzen onboard to elevate strategic communications

    RedBeryl welcomes Kaizzen onboard to elevate strategic communications

    Mumbai: Kaizzen, an integrated communications agency, is proud to announce its partnership with RedBeryl, a premier luxury lifestyle management company.

    This collaboration aims to enhance RedBeryl’s communication strategy, focusing on brand awareness, thought leadership and reputation management which will subsequently enhance the company’s growth initiatives. RedBeryl offers unparalleled access to the finest experiences, exclusive events, and a dedicated team of lifestyle experts.

    Driven by a passion for excellence, RedBeryl paves the gateway to an elevated life, ensuring that each moment is remarkable. The company’s vision is rooted in the vision of the founder; Mr. Manoj Adlakha’s commitment to providing impeccable membership services in India is to curate bespoke experiences that leave lasting impressions.

    Commenting on being awarded this mandate, Kaizzen, CEO  Vineet Handa said, “We are incredibly excited about this strategic partnership with RedBeryl. Their dedication to creating exclusive and personalised experiences positions them as a leader in the luxury lifestyle management sector. Our goal is to amplify RedBeryl’s visibility, enhance their brand reputation, and engage in meaningful conversations with the media.

    We look forward to contributing to their communication strategy and supporting their growth trajectory.” Expressing enthusiasm for the collaboration, RedBeryl founder and CEO Manoj Adlakha said, “At RedBeryl, we believe that life should be full of unforgettable moments. Partnering with Kaizzen resonates with our aim of providing our valued members with unique, tailored experiences.

    We are delighted to collaborate with Kaizzen, and their expertise in strategic communications will significantly raise our market visibility and support our ambitious growth objectives.” RedBeryl’s core values of exclusivity, personalization, attention to detail, and exceptional service are at the heart of everything they do. These values guide their mission to deliver unforgettable moments that reflect the individuality of their members.

    This collaboration with RedBeryl further diversifies Kaizzen’s portfolio of clients across various sectors such as lifestyle, corporates, HR, start-ups, and technology. Vineet added, “Over the past 16 years, Kaizzen has established itself as a leading multi-practice and full-service PR and digital media agency. We are confident that our expertise will significantly enhance RedBeryl’s public relations and brand reputation, delivering maximum ROI for them.”

  • Data-driven storytelling: The indispensable future of PR in India

    Data-driven storytelling: The indispensable future of PR in India

    Mumbai: The PR landscape in India is undergoing a seismic shift, and those who fail to evolve risk getting left behind. For too long, we’ve relied solely on anecdotes and gut instincts to shape narratives. But in today’s data-rich world, that approach is akin to navigating the vast Indian countryside without a map or compass. The smart guides – the true masters of their craft – understand that data holds the key to unlocking storytelling’s full potential. Data-driven storytelling isn’t just a buzzword; it is a critical mindset and capability that will separate PR leaders from the also-rans in the years ahead.

    Merging rich data with compelling storytelling holds the power to completely transform a PR strategy. From the high-stakes corporate battlefield to the chaos of national election campaigns, thoughtfully combining cold hard facts with artful narrative sculpting is what captures mindshare and shapes reputations. This cutting-edge approach transcends traditional PR tactics – it gets people truly invested in your story on a visceral level.

    The Power of Data

    India’s digital revolution has unleashed a torrent of data that holds immense potential for shaping narratives. Latest data shows that India has over 820 million active internet users, making it one of the largest and fastest-growing digital populations globally. This vast digital footprint generates a wealth of audience data that can inform and elevate our storytelling efforts. Data allows us to tailor our stories to the diverse cultural and linguistic nuances of India’s audiences. By leveraging data analytics tools, we can gain insights into regional preferences, consumption patterns, and audience behaviors, enabling us to craft narratives that resonate deeply with local communities.

    One of the most compelling ways to leverage data in storytelling is through data visualization. In a country where visuals hold immense sway, presenting data in visually striking and easily comprehensible formats can significantly amplify the impact of our narratives. Interactive dashboards, engaging infographics, and even short animated videos can transform complex data into captivating visual stories. A study by EY revealed that consumer data helps 54% of Indian marketers drive better marketing decisions. Data visualization remains essential to this quest for effective storytelling and decision-making.

    Combining Data and Emotion

    While data provides the foundation of our stories, emotions are the catalyst that truly resonates with audiences. Effective data-driven storytelling in India strikes a delicate balance between hard facts and emotional resonance, intertwining data with cultural narratives and human experiences. By weaving data into narratives that evoke emotions deeply rooted in Indian ethos, we can create stories that are not only informative but also emotionally compelling and memorable. This fusion of data and emotion is what sets apart truly exceptional PR campaigns from those that merely convey information.

    A case in point is the award-winning ‘Swachh Bharat Abhiyan’ campaign, which leveraged data visualization and storytelling to raise awareness about the importance of cleanliness and sanitation. By combining data on health and environmental impacts with emotionally resonant narratives, the campaign successfully engaged millions of Indians and catalyzed a nationwide movement.

    The Way Ahead

    As India continues its rapid digital transformation, the importance of data-driven storytelling will only intensify. PR professionals who embrace this approach will be better equipped to craft narratives that cut through the clutter, captivate audiences, and drive meaningful change. The future of PR in India lies in our ability to harness the power of data while retaining the art of storytelling. By combining these two elements, we can create narratives that are not only factual but also culturally relevant, emotionally resonant, and impactful.

    The author of this article is Value360 Communication co-founder Gaurav Patra.

  • The powerful synergy: PR and marketing in India’s dynamic market

    The powerful synergy: PR and marketing in India’s dynamic market

    Public relations (PR) plays a vital role in shaping a brand’s image and driving growth in India’s ever-evolving market. It fosters relationships with key stakeholders, both internal and external, and influences their decision-making. By crafting the right brand story and disseminating it strategically, PR professionals build a positive reputation and generate organic public attention, particularly among the target audience.

    PR as a strategic communication channel

    PR acts as a direct line of communication between brands and their audiences. It addresses crises and manages communication during challenging situations, leveraging media relations to maintain a positive public image. PR experts strategically use industry-related news to create compelling narratives, incorporating quotes from brand representatives and contributing valuable content to media outlets. This approach generates “buzz” and excitement around the brand, highlighting its strengths and building trust with potential customers.

    Building brand identity: A core function of PR

    PR is instrumental in shaping brand identification – the public’s overall perception of a brand. A positive brand image resonates with a company’s values and fosters consumer trust. Here’s how PR contributes to strong brand identity:

    1   Media relations: Building relationships with journalists and securing positive media coverage about a company’s achievements and leadership.

    2   Reputation management: Proactively monitoring brand mentions and addressing any negative publicity to maintain a positive reputation. (Here’s where you can discuss strategies for reputation management, such as social media listening and crafting clear communication plans)

    3   Thought leadership: Positioning company spokespersons or the CXO as industry experts by securing speaking engagements, being part of industry forums, contributing thought leadership articles on the industry, or opinions on the trade the company dwells in.

    4   Corporate social responsibility (CSR): Leveraging a brand’s CSR initiatives to generate positive public perception and build trust with stakeholders. PR helps transform these initiatives into newsworthy stories.

    5   Crisis management: A well-equipped PR team can control potential crises before they escalate. This involves creating communication plans, informing the organization promptly, and acting swiftly to mitigate negative impacts.

    The amplifying effect: PR in 360° marketing

    PR is most effective when integrated into a comprehensive marketing strategy that includes content marketing, social media engagement, and paid advertising. This holistic approach creates a unified brand image and strengthens the overall marketing message.

    Marketing vs PR: A collaborative approach

    While marketing focuses on promoting and selling a brand, PR works on maintaining a positive reputation. However, these functions are not mutually exclusive. Effective marketing requires a strong brand reputation built by PR, and successful PR efforts can ultimately drive sales.

    PR professionals delve into a brand’s unique qualities, while marketing professionals develop targeted campaigns to generate sales. Social media, the modern version of word-of-mouth marketing, provides a platform for PR to connect with relevant audiences and industries. This allows brands to network, raise awareness, and identify potential customers and influencers.

    The future of PR: The power of AI

    In today’s fast-paced world, media monitoring is crucial for managing crises and reputations effectively. PR agencies like #NewtonPR are increasingly utilizing AI-powered tools to enhance monitoring capabilities. AI provides deeper insights by analyzing sentiment and facilitating personalized responses. This allows for faster and more precise crisis management.

    By strategically integrating PR into marketing efforts, brands can build meaningful connections, inspire trust, and achieve sustainable growth in India’s dynamic market. PR services by top public relations agencies, play a critical role in shaping brand perception, fostering consumer trust, and driving business success. Furthermore, by aligning brand messaging with current social trends and values, PR not only enhances brand relevance but also fosters goodwill and societal impact.

    The article has been authored by Newton Consulting India’s chief operating officer, Smita Khanna.

  • Harnessing the power of storytelling in PR campaigns

    Harnessing the power of storytelling in PR campaigns

    Mumbai: Storytelling and humanity have always been intertwined. Our brains are naturally wired to understand and retain information more effectively when it is presented as a story rather than as a list of facts. In public relations, storytelling is essential for creating a meaningful impact for the brands we represent. It involves crafting overarching themes and narratives that engage audiences and resonate with them on a deeper level. The art of storytelling has become a powerful tool in shaping public perception and building brand credibility.

    The power of storytelling is crucial for the success of PR campaigns. It’s important to harness the unique narratives behind each brand, product, or service to create engaging campaigns for the target audience. By doing so, you capture their attention and build lasting relationships, enhancing brand loyalty and trust.

    How storytelling drives PR campaigns and strengthens brands:

    Personalises the brand – Storytelling in PR campaigns humanizes the brand and gives it a recognizable identity. Through compelling stories, brands can showcase their values and culture, making them more relatable to their audience. This approach builds trust and loyalty, as the target audience feels a deeper connection with the brand through these narratives and campaigns.

    Increased brand recall – In an age of reduced attention spans, PR campaigns and well-crafted stories enhance brand recall and make the brand more memorable to the audience compared to mere facts and statistics. Stories have the power to cut through the noise and capture the audience’s attention. By presenting information within a narrative framework, PR campaigns become more engaging and impactful.

    Building trust and credibility – Storytelling is a vital tool for building trust and enhancing credibility for brands. When brands share stories that highlight key milestones, challenges, and their commitment to their business, it helps cement their authenticity and reliability. Highlighting success stories and testimonials from consumers within compelling narratives further builds trust, not only with existing stakeholders but also with potential clients, partners, and investors.

    Break from the clutter – Amidst the constant influx of startups and new businesses, it’s crucial for brands to stand out and distinguish themselves from the crowd. Compelling storytelling serves as a vital tool for brands to become key differentiators in the market. By presenting their unique selling points in narrative form, brands can effectively engage their audience and carve out a distinct identity.

    Crisis management – In the realm of products and services, crises are nearly unavoidable. How an organization navigates through a crisis can either bolster or tarnish its reputation. Storytelling emerges as a pivotal tool in crisis management, framing narratives that cast the company in a positive light while taking ownership of the situation. Proactively sharing stories of overcoming challenges or rectifying mistakes can mitigate the impact of a crisis on the company’s reputation through PR campaigns.

    PR campaigns and storytelling have the power to revolutionize how brands interact with their diverse stakeholders. By personalizing brands, fostering engagement, establishing trust and credibility, standing out in competitive environments, and managing crises, storytelling elevates PR campaigns to unprecedented levels of success.

    In conclusion, storytelling stands as a cornerstone of successful PR campaigns, offering a multifaceted approach to engaging audiences, humanizing brands, and building trust. Whether it’s forging connections, navigating crises, or differentiating in a crowded market, storytelling empowers brands to craft compelling narratives that captivate, inspire, and ultimately drive their desired outcomes.

    The article has been authored by Mint + Milk Communications founder Janvi Mankani.
     

  • PR Strategies for Start-ups: Building Buzz on a Budget

    PR Strategies for Start-ups: Building Buzz on a Budget

    Mumbai: Public relations plays a crucial role for any start-up. It’s like having someone else to vouch for your business instead of blowing its own trumpet. It helps build credibility, creates a value proposition, focuses on storytelling and attracts investors at a later stage. Usually start-ups have extremely limited resources and are often bootstrapped, with sliver budgets to scale and grow. This often seems like PR isn’t for start-ups. Well, PR stands as one of the most cost-effective elements in the business and founders can start with budgets of any size. The only thing to keep in mind is that it demands consistency – it takes time for brands to grow and create their voice in a cluttered market.

    Here are top 5 PR strategies for Start-ups to maximise reach and further grow their brand.

    1.Capitalise on excellent storytelling by crafting a compelling narrative

    Humans have used storytelling for thousands of years to build connections with others and strengthen bonds within communities. PR is also about storytelling. When brands shed light on their motivation behind business ideas, or by reducing pain points of customers and solving their troubles through data based research, it creates a value proposition. In simpler terms, the USP of the brand is established, thereby differentiating them from their competitors or establishing a first mover advantage.

    For instance, a prominent name in the fashion industry, that was primarily perceived as a mass production brand, wanted to transition to the perception of a design-led company. Through strategic PR initiatives like gathering significant traction among fashion influencers, celebrities, and prestigious fashion events, we achieved this shift by emphasising the brand’s commitment to innovative designs, quality craftsmanship, and exclusivity.

    Leveraging key partnerships within our network with renowned fashion influencers and enabling the brand to reach fashion-forward consumers, we manifested couture exhibitions for our clients and innovative capsule collections with key KOLs to expand its reach to an exclusive and elite clientele. Through meticulous planning and through a design innovation led approach, we positioned them in key fashion shows alongside the best labels in the country. By aligning its messaging and positioning with the aspirations of its target audience, the brand has solidified its presence in the luxury fashion market and poised itself for continued growth and success.

    2. Leverage owned, earned and shared media

    First, set clear goals with founders on the PR message that the brand wants to communicate. It can be to launch the start-up, a product from the collection or an announcement of a new strategic location expansion. Then, one can leverage owned, earned and/or shared media. Owned media includes blogs, informative articles and building a robust social media presence helps start-ups gain the initial traction needed and SEO value to really stand out. Start-ups can also leverage earned media by media-training their CEOs and aligning that with the backgrounds and vision of the founders.

    A key ingredient to all strategies is a compelling press kit that highlights the launch of the brand, its story with compelling visuals to take advantage of opportunities that are more personal than product-focused. Strategically collaborating with businesses that have similar target audiences and creating social media content and contests are also pivotal.

    3. Invest accurately in a strategy

    In the current digital age, influencer marketing  plays a key role in creating and driving content for businesses in their key markets. Investing in influencers which accurately match your business views and have a high engagement rate will prove to be extremely beneficial for businesses on a budget. Be it a sexual wellness client who would like to build a niche for themselves in the market or a bootstrapped fashion client; creating unique messaging with influencers can push sales through specific and well targeted affiliate programs. This helps turn the eyeballs needed for short term boosts. This can be a pre-launch event, a digital buzz, to achieve campaign specific goals or funnel movers for geographic markets. Identifying and working with the right nano and macro level influencers can be mutually beneficial for both parties.

    Further to influencer marketing is crafting clever content that is in tune with trends. This would ensure that brands are seen as entities that are well aware of industry trends and have an opinion on it. But most importantly, it’s advisable to establish a budget and the cost to benefit ratio when building out an influencer marketing strategy for brands with bootstrapped budgets.

    4. Keep a proactive approach

    It’s possible that a start-up may not have the budget to host an event or have a significant piece of news worthy of announcement to make frequently. This, however, doesn’t mean that PR needs to fall short. Publicists must keep a proactive approach towards it all, from constantly researching trends and connecting with the media, to creating relevant and compelling story ideas. Once a rapport is built, one must timely attend and facilitate inbound query requests to engage with budding brands. This should be a priority on the agenda for publicists.

    5. Crisis Management

    When working with start-ups there could be a bunch of knicks that they will need to iron out as they go along. In such times, be patient with your client. Having a robust crisis management strategy in place can help any negative press or blow outs on social media.

    One size fits all cannot be the approach to PR. It’s imperative to devise plans especially curated for every business, as each one has its unique needs, aim, budget and market. In order to curtail budgets, PR can be flexibly moulded in any way as per the specific requirements of a brand. For instance, a renowned sneaker brand based in a south-east country, aimed to establish its presence in the competitive Indian market while operating on a limited budget, to test the waters in a new market before diving in. Through strategic planning and innovative thinking, we devised a unique gifting campaign targeting the exclusive sneaker community in India. The campaign involved sending exclusive merchandise as pre-invites to the launch of the exclusive store and website in India. We utilised the power of social media and digital marketing to amplify the reach of the gifting campaign, unveiling to reach a wider audience among the sneaker enthusiasts across the country. The gifting drive then served as a prelude to the website launch where we strategically tied up with influencers to unravel the UX and UI, along with the benefits of shopping online and finally launching the official store in India a month later with key media and industry KOLS.

    In a nutshell, start-ups must have a PR strategy in place, regardless of the budget or the end goal. Through effective PR, new and freshly ideated strategies that fit the business’s short or long term goals are set in and targeted plans of action result in setting up a brand narrative for the targeted audience. As the strategic tool that enables effective communication, PR remains an indispensable asset for companies that when employed in the right manner can deliver immense growth.

    The article is authored by Mint and Milk PR founder Komal Rukhana. 

  • ZENO Group appoints Prashant Subramanian as national corporate practice lead

    ZENO Group appoints Prashant Subramanian as national corporate practice lead

    Mumbai: Zeno has announced the appointment of Prashant Subramanian as the national practice lead – corporate. With more than 18 years of experience across sectors, Prashant will play a vital role in expanding Zeno India’s corporate practice. Based in Gurugram, Prashant will work closely with Zeno India MD Rekha Rao.

    “The addition of Prashant with his wealth of experience across sectors coupled with Zeno’s unique corporate offerings will help deliver strategic thinking and real impact to clients in India,” said Zeno Group India MD Rekha Rao. “Zeno is known for keeping in step and leveraging timely developments in the communications sector to innovate and provide real business impact. Prashant will also be integral in delivering our latest technology-backed integrated marketing services to the market.”

    Prashant’s expertise extends across various industries, including, public health, pharma, healthcare, FMCG, media & entertainment, consumer technology, ed-tech, health-tech, ai, robotics, banking, and financial services, among others. With a strong foundation in public relations, strategy development, advocacy, campaign, and project management, he has consistently delivered impactful communication solutions that align with organizational objectives.

    On his move to Zeno, Prashant said “I am enthusiastic about joining Zeno during this crucial phase of the organization’s progression. Zeno’s distinguished global perspective coupled with its use of innovative contemporary methods to provide effective communications for clients, has consistently defined its identity. I look forward to partnering with the skilled team at Zeno to cultivate robust corporate practice. I am confident that my background and expertise will contribute significantly to Zeno’s success and enable us to leverage emerging opportunities and realizing our long-term vision.”

    Prashant occupied pivotal agency positions including vice president – North at Kaizzen prior to joining Zeno. Additionally, he made notable contributions while working with corporate giants like Ansal Properties and Infrastructure Ltd, a prominent real estate conglomerate; and SG Cricket, the world’s largest cricket equipment manufacturer, where he served as the brand & category head.

  • Rohini Saldanha launches her PR firm – The PR Stop.

    Rohini Saldanha launches her PR firm – The PR Stop.

    Mumbai: VML’s former head of corporate communications, Rohini Saldanha has announced the launch of The PR Stop., a public relations firm that will provide comprehensive public relations and communications solutions to clients across various industries. Recognising the transformative power of strategic communication in shaping brand perception and driving organisational success, The PR Stop. is a one-stop brand communications company that will enable businesses to effectively reach their target audiences and drive growth while carving a niche for themselves in a dynamic business landscape.  

    With a strong track record of building individual and company brand identities, shaping brand narratives, and an extensive network of industry contacts, founder Rohini Saldanha brings a wealth of experience, expertise, and capabilities to her new venture. Having built her career as a turnaround specialist in the media and communications industry, Rohini has held leadership positions in public relations and marketing communications for over 18 years earning the trust of clients in diverse verticals such as corporate, lifestyle, consumer, media,

    and entertainment. Her belief in the importance of brands connecting with consumers authentically drives her to utilize PR as a powerful tool for competitive advantage,  emphasizing the need for evolving content strategies to stay relevant in changing consumer behaviours.

    On launching her own company, Rohini Saldanha said, “Simply put it was the right time. I have been toying with the idea of officially launching my own company for a while now. The final nudge came when an editor friend of mine reached out to me regarding a client I  represent and asked me to regularly update them with my client roster. That got me thinking that it was vital for me to promote my business as I was doing myself (and others) a disservice by lying low. I guess the initial hesitance came from a place of not wanting to put the cart before the horse. However, having had clients signed on as retainers with me since August  2023, I thought it was the opportune time to ‘pull out all the stops’ in making my company  official as my business is expanding.”  

    Rohini further added, “I was initially considering using my name as the company name but besides the fact that it looks pretentious, I wanted a brand name that was simple, easy to remember, and descriptive of my offerings as a business. My advice to most clients is that there should not be any conflict between you and the brand that you represent. You are the brand and over time you should become synonymous with it which is the ultimate litmus test.  That is my intention with The PR Stop., where the work I have undertaken and will undertake for my clients reflects my craft, capabilities, and passion for strategic communications. So,  whether you sign up with Rohini Saldanha or The PR Stop., it is essentially the same thing.”

    The PR Stop. offers a range of services, including content development, media relations, crisis management, brand positioning, and strategic counsel. The company’s current portfolio includes clients from various sectors including creative, branding, recruitment, and DE&I.

  • Mastering PR crisis management in the social media era: A guide for today’s organizations

    Mastering PR crisis management in the social media era: A guide for today’s organizations

    Mumbai: Warren Buffet’s wise words, ‘it takes 20 years to build a reputation and five minutes to ruin it’ have never been truer, more so in today’s social media era, where even a single tweet can turn into a crisis. In such a scenario, organizations need more than just a quick response. They need tools and deep knowledge of strategic communication and stakeholder engagement that can help them with PR crisis management.

    The importance of preparation

    The basis of good crisis management is extensive preparation. A crisis response plan will ensure that every member of the team knows how to react and what to do in the event of a PR nightmare! There is a need to come up with comprehensive plans on how they will deal with a crisis situation, specifying what might possibly happen and suggesting how best they can react.  This will ensure that the responses are instant, since time is of the essence during a crisis.

    The importance of holding statements

    A holding statement acts as the first line of defence. The organization gains time to handle the situation and this gives stakeholders confidence that the matter is being treated seriously. By filling the information vacuum, holding statements help in managing the narrative, and preventing speculation and misinformation. Internally, they offer reassurance to employees and stakeholders that there is awareness and responsiveness. However, holding statements must be carefully drafted and balanced until all facts are collected.

    Balancing legal considerations with empathy

    There must be good communication and compatibility between an organization’s legal and PR teams. While the legal team helps ensure compliance and caution in communications, it is the PR teams that can ensure what goes out as a reaction is sympathetic. It is imperative for both the teams to recognize and embrace emotions from victims during a crisis. This can help alleviate negative feelings and create empathy which is priceless for maintaining trust.

    Emphasizing transparency and decisive action

    Transparency during a crisis is non-negotiable. An important aspect of PR crisis management is sharing candid insights into the situation at hand, admitting mistakes when required, and communicating to the consumers about the action being taken to address the situation at hand. By doing so, organizations can strengthen their credibility and rebuild trust. Also, it shows competence when one takes rapid decisions besides confirming commitment to excellence and responsibility.

    Ensuring effective internal communication

    Avoiding misinformation is vital and this requires firm internal communication protocols. When all employees are made aware of the situation, it helps the organization to take a united front on the crisis and how the company is responding. All this is crucial in managing public opinion and having control of the narrative. For instance, many of the managers who survived the 9/11 attacks were interviewed. The most important lesson that emerged was that organizations must never forget employees during a crisis in terms of making them aware of what happened, what they should do, and how the crisis will affect them.

    The long-term impact of crisis management

    A company’s handling of a crisis can shape its identity for years. In fact, effective crisis management can help improve reputation by showing how responsive and open it has been. However, failure to handle a crisis properly can lead to massive trust loss leading to a weaker competitive position.

    Conclusion

    In the age of social media, navigating through a PR crisis necessitates much more than mere quick fixes; rather it calls for strategic vision as well as a holistic understanding of both, our available tools and what is at stake. Organizations that have grasped these aspects do not only protect their brands, but also transform potential threats into opportunities for growth and improvement.

    The following article has been authored by Talking Point Communications founder Naina Aggarwal Ahuja. 

  • From Campus to Corporate- A 21 year old’s guide to launching a career in PR

    From Campus to Corporate- A 21 year old’s guide to launching a career in PR

    Mumbai: If you’re here, you either love what ‘Samantha Jones’ from ‘Sex and the City’ did, or you want to know what exactly Public Relations is and how to embark on your journey. A career in Public Relations is dynamic, ever-changing, and never dull or monotonous. As far as careers go, it is considered one of the most prestigious and well-paying ones. However, that doesn’t mean that working in PR is a never-ending party. A day in the life of a beginner PR professional mostly includes writing press releases, managing media interviews, attending industry events, and networking with potential clients.

    If you want to kickstart your journey in PR, here are some tips and tricks that helped me!

    1   Apply Extensively: Applying to jobs is never enough, especially in PR, as it is a competitive field. Tailor your resume according to the job description, don’t limit yourself to one or two ‘dream companies’. Consider applying to different PR firms and positions that align with your skills and interests. You might just discover an unexpected opportunity that leads to a fulfilling career path.

    2   Network, Network, Network: Attend industry events, identify PR agencies and companies, follow their social media accounts (especially on LinkedIn), engage with their content, and reach out to PR professionals/hiring managers of these agencies and companies. Subtly express your interest in working for them, showcasing how you can contribute to the company’s growing success and why you think you would be a suitable candidate or how you stand out from the rest.

    3   Work on your communication skills: At its core, the PR industry is all about communication. While you might believe you have amazing communication skills, there’s always room for improvement. Whether it’s refining your pitching techniques for a compelling story, effectively conveying the importance of seizing opportunities to clients, or perfecting your writing skills for press releases, authored articles, or listicles, there’s always more to learn.

    4   Stay up-to-date on industry trends: In the fast-paced world of PR and communications, staying in the loop is key. Sign up for newsletters from top publications and stay up-to-date on industry trends. Grasp every piece of information you get, as no amount of information is ever enough!

    5   Develop and MAINTAIN media relations: While maintaining media relations is not the sole essence of PR, it sure is a brownie point you wouldn’t want to miss. It’s all about staying in regular touch with journalists, editors, and influencers to ensure credibility and trust are maintained throughout. By keeping these relationships strong, you not only get your message out there accurately but also stay ahead of the game. It’s the secret sauce to making sure your brand shines a little brighter in the media spotlight.

    If you’re someone who loves to be on their toes, juggle deadlines like a pro, stay up-to-date on trends, and know what’s happening around the globe before your friends do, loves to talk and meet new people, knows how to craft stories that are impossible to miss, PR is definitely for you! Apart from these skills, it is a cherry on top if you have an extroverted personality, as you’ll be communicating with various people throughout your average workday. And last but not least, you will also need to be a quick thinker who can handle yourself in high-pressure situations or crises. All of this might sound like a lot, but those in the industry love what they do.

    The author of this article is Drisshti Asknani.