MAM

The evolution of PR in a social media era

Published

2 years ago

June 12, 2024

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.

Brands

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

Published

3 weeks ago

February 9, 2026

indiantelevision.com Team

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.

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.

Brands

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

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

Published

3 weeks ago

February 9, 2026

indiantelevision.com Team

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.

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.

MAM

Washington Post CEO exits abruptly after newsroom cuts spark backlash

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

Published

3 weeks ago

February 9, 2026

indiantelevision.com Team

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.

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.

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.