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GUEST COLUMN: What does future hold for PR and communication industry?

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Mumbai: The pandemic has impacted nearly everything that we do in our personal and professional lives. But if there’s one thing that it has affected the most, it is undoubtedly the way people interact and communicate. And unsurprisingly, the public relations (PR) and communications industry witnessed significant transformations to that effect.

Businesses felt a need to rethink their communication strategies as consumer behaviour and patterns changed suddenly with the pandemic altering our daily lives and routines. The PR industry had to cope and adapt its approach to helping businesses communicate their messages in a context that’s relevant and meaningful for all stakeholders.

The acceleration in digital adoption has led the PR industry to take an integrated approach as opposed to the traditional approach that was largely in practice. The industry as a whole is up for some new changes and going forward PR agencies would need to adjust to the emerging trends to stay competitive and relevant. By the end of 2025, it is expected that the global PR industry would surpass a value of 129 billion dollars at a CAGR of 7.4 per cent.

Listed below are a few of the key trends that give insights into the road ahead for the industry in the near future.

 1.  PR to evolve as a holistic marketing function

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Gone are the days when PR used to be limited to publishing a few press releases or conducting events. PR has evolved to become a much broader term now as opposed to a few years back and this can be partly attributed to the proliferation of digital platforms. PR agencies today have an arsenal of services under their umbrella that include everything from press releases to advertising and paid/affiliate marketing techniques. A holistic program is more in demand, clients need to see tangible results in the form of numbers and PR agencies have extended their expertise to all areas of communication that would help businesses rise and position themselves above the noise. Relying solely on earned media isn’t practical in today’s competitive age and PR is now shifting towards a blend of earned, paid, and shared media to accommodate the growing needs of result-oriented businesses.

2. PR to cater to added business functions such as HR and investor relations 

PR agencies are now expected to cater to added business functions like HR, finance, and investor relations. PR traditionally used to be associated with only marketing and brand building. But it’s high time that PR agencies act as an extension of their client’s business and not a separate entity that solely deals with marketing or brand building. The employees in an organization as well as other stakeholders such as investors play a vital role in building an image. Going forward, PR agencies would become deeply involved wherever communication and reinforcement of company values are required. Right from what employees think and feel about the company to how to maintain a positive, healthy relationship with investors, PR will go on to become more than just a marketing or brand-building tool.

3. Digital PR and content-driven engagement takes center stage 

Though digital platforms were quite popular even before the pandemic, it was during the pandemic that its use exploded like never before. Like every other industry, the PR industry too is adapting to this new trend and has shifted focus towards the inclusion of digital in their PR strategies. PR is taking a more focused approach with content-driven engagement at its heart. As consumers are exposed to a plethora of content on a daily basis, cutting through the clutter seems to be a gargantuan task. Moving forward, PR agencies will channel their efforts towards exploring the digital domain and establishing a strong presence with creative, informative, and authentic content. Measuring success and crafting PR communications driven by data would lead the way in 2022. As content consumption patterns of consumers have changed over the past years, there is a growing need for PR agencies to resort to digital tools and techniques.

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4. PR agencies become a mouthpiece for ethical positioning of brands 

Modern brands are always under scrutiny and consumers cannot be fooled anymore with marketing that isn’t in line with the brand’s values. People expect more than good products/services from a brand. A brand is expected to be socially responsible and take a stand on issues rather than just promote itself on a host of platforms guided purely by profit motives. PR agencies need to craft strategies reflective of the brand’s values and ethics. PR agencies will need to consciously weave the brand’s values so they are evident across every interaction with consumers and stakeholders. Responsible and ethical communication would be a dominant trend ruling the PR landscape.

With pandemic disrupting businesses like never before, PR became a key business communication tool as its role in navigating crisis situations assumed more importance. The PR industry saw several challenges emerging during the pandemic but it has shown remarkable resilience and adapted quickly to fit into the modern expectations of businesses. The industry is evolving faster and the trends discussed above are indicative of the industry’s future ahead. Partnering with the first movers will help you capitalize on these trends and leverage them to your advantage.

(The author is co-founder of Scenic Communication. The views expressed in this column are personal and Indiantelevision.com may not subscribe to them.)

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Netflix India names Rekha Rane director of films and series marketing

Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names

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MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.

Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.

A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.

At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.

Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.

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Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.

Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.

The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.

For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.

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Orient Beverages pops the fizz with steady Q3 gains and rising profits

Kolkata-based beverage maker reports stronger revenues and profits for December quarter.

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MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.

For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.

Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.

On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.

The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.

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Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.

The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.

In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.

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Washington Post CEO exits abruptly after newsroom cuts spark backlash

Leadership change follows layoffs, protests and a bruising battle over trust.

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MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.

Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.

The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”

The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.

Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.

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Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”

Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.

Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.

According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.

While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.

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As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.

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