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Tag: PR

  • Story-living: How digital creativity is immersing audiences in PR campaigns

    Story-living: How digital creativity is immersing audiences in PR campaigns

    Digital creativity impacts the relationship between brands and their audiences. Instead of only telling a story, efforts have expanded to allow people to experience the storyline. The change from reading a book that contains illustrations to the use of pictures, moving images, or animations in public relations refers to the strategy of ‘story-living’ whereby users are transported into a narrative environment. This change has also transformed the campaigns to become more immersive, increasing user interactions with the brand.

    What is story-living?

    To put it simply, story living embraces the thought of experiencing a message rather than just showing it. To be exact, story living allows people to be part of a narrative, within a certain time and possibly in a great amount of detail. Indeed, with all of the tools at their disposal, audiences today expect to be able to witness self-exploration in both real and virtual contexts. Virtual reality, augmented reality, and live online interactions give realistic insights into the journey. With these experiences, audiences are encompassed in the story and made to feel that they are part of the brand’s universe.

    Why story-living is effective in PR

    The main reason for this is that the audience is usually fully engaged and costs less to execute. Emotional experience is the main reason a brand succeeds. If the audience takes part in an event, they will have a greater emotional response to the brand. This emotional response causes them to have a better important than usual recall of the brand and a positive feeling towards the brand, making them tell their story to others.

    Differently from the classic advertisements that can be seen as just noise among other mundane content, an interaction is something that engages the audience and extends their loyalty towards the brand. When audiences get personally involved, they are more likely to mention it on social media networks or endorse it to more people, thus increasing the number of the audience of the given brand organically.

    Tools that bring story-living to life

    Well, with the improvement in technology, PR teams now have a variety of instruments to make story-living events a reality. Here are some of the famous ones:

    1.  Virtual reality (VR): VR places audience members into completely new spaces and enables them to navigate and interact within them in a real life setting this creates remarkable impressions of the brand’s universe for the audience.
    2.  Augmented reality (AR): AR adds a layer of digital interaction to the physical world, allowing users to interact with different elements. AR can be used by brands in a number of creative ways so that people can engage with the brands in a more fun and entertaining manner.

    3.  Live streaming and interactive videos: Live video makes it possible to stream events as they occur and to view additional interactions such as questions and comments direct to the presenters. Engagement in this manner makes people feel much closer to the action and hence the feeling of immediacy.
    4.  Social media polls and quizzes: Involving, engaging, and simple tools such as polls and quizzes require the audiences to become part of the narrative. Such tools assist the audience in taking part in the evolution or strategy of a brand.

    5. Custom-made content: Thanks to modern analytics, brands may now provide a high level of customization and create messages and contents that are suitable for every user. This makes an interaction personal, consequently creating a bond.

    The future of story-living in PR

    In the wake of new technological changes, story-living will undoubtedly be included in the core blocks of PR practices and approaches. Such digital tools enable brands to capture the audience’s attention in diverse significant experiences. This particular trend shows a change in PR practice as the bulk of it will not revolve around storytelling but rather engagement.

    Turning the audience into a key piece of the brand story is what story-living brings into PR and transforms it into something new. It is changing how brands speak as they create deeper and better connection with customers in the process. Story-living is bound to trend as companies diversify it, while at the same time cutting through the noise in today’s digital world and maintaining relevance.

    The article has been authored by The Right PR founder & director Harday Gupta.

  • Aditya Birla Group appoints Meghna Sharma as AGM of corporate communications

    Aditya Birla Group appoints Meghna Sharma as AGM of corporate communications

    Mumbai: In a significant addition to its leadership, Aditya Birla Management Corporation has appointed Meghna Sharma as assistant general manager (AGM) of corporate communications and PR. Sharma, a seasoned communications expert, brings two decades of experience in strategic PR and corporate communications, making her a valuable asset to Aditya Birla’s extensive network.

    With a portfolio that spans leading firms across various industries, Sharma is known for her expertise in reputation management, media relations, and crisis communication. Her appointment at Aditya Birla aligns with the corporation’s goal to reinforce its brand presence across traditional and digital channels.

    Sharma’s expertise will play a key role in advancing Aditya Birla’s communication strategies, especially as the company focuses on engaging stakeholders in an increasingly digital landscape.

     

  • 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.

  • 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.

  • 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.

  • “Column Inches provides tailored startup guidance services to support emerging businesses Pan-India”: Sanya Bajaj

    “Column Inches provides tailored startup guidance services to support emerging businesses Pan-India”: Sanya Bajaj

    Mumbai: Column Inches is the go-to PR and media relations agency, dedicated to amplifying brands and startups alike. Their tailored services encompass strategic PR campaigns, startup guidance, influencer marketing, event PR, crisis communication, and digital media promotion. They prioritize building trust and visibility for their clients in Gurgaon and beyond.

    With a proven track record of securing exposure and fostering growth, they ensure that every campaign resonates with the target audience and drives tangible results. Whether it’s crafting compelling narratives, navigating crisis, or harnessing the power of digital media, their experienced team is committed to delivering impactful outcomes for brands.

    Indiantelevision.com had an enlightening conversation with Column Inches founder Sanya Bajaj, where she delved into the intricate details of her company.

    Edited excerpts

    On the inspiration to establish Column Inches and sharing your clientele roster and achievements

    The inception of Column Inches was ignited by my profound passion for communications and a fervent aspiration to pioneer a PR agency distinguished by its commitment to innovation, client-centricity, and industry leadership. Drawing upon my extensive experience within the PR realm, I discerned a niche for a boutique agency capable of furnishing bespoke services and tailored strategies aimed to meet the diverse needs of clients spanning myriad sectors.

    At Column Inches, our unwavering dedication revolves around furnishing exceptional PR solutions that yield tangible outcomes for our esteemed clientele. Our roster encapsulates a rich tapestry of startups, SMEs, and renowned enterprises across an eclectic array of industries, encompassing technology, healthcare, education, fintech, and beyond.

    Our journey has been punctuated by noteworthy milestones and achievements:

    Exponential Growth: Since our inception, we’ve experienced meteoric growth, witnessing an impressive surge of 80-100% in our formative years. This trajectory of success has been sustained, with an enviable annual growth rate of 30-35% over the past three consecutive years. Additionally, we have been profitable since day 1.

    Industry Acclaim: Our agency’s endeavors have been lauded by esteemed industry authorities, evidenced by accolades such as the ‘PRmoment 30 under 30’ and the ‘Reputation Today- 40 Young Turks’ awards. These distinctions underscore our unwavering commitment to excellence and innovation within the dynamic landscape of PR. Additionally, I have been nominated for the esteemed Social Samosa Superwomen 2024 award and was honored as the Emerging Entrepreneur of the Year at the e4m Women Achievers Summit 2023, further cementing our dedication to driving transformative change and fostering industry-wide recognition.

    On the role of influencer marketing playing in modern PR strategies, and integrating it into its services

    In modern PR strategies, influencer marketing is pivotal for amplifying brand messaging and engaging target audiences authentically. At Column Inches, we integrate influencer marketing by strategically partnering with influencers whose values align with our clients’ brands. We design targeted campaigns, co-create compelling content, and measure performance meticulously to drive impactful results. Our approach focuses on building long-term relationships with influencers based on trust and transparency, ensuring genuine advocacy and maximum campaign effectiveness. By leveraging the influence and reach of key opinion leaders, we enhance brand visibility, credibility, and reputation, driving tangible business outcomes for our clients.

    On elaborating on the startup guidance services offered by Column Inches

    Column Inches provides tailored startup guidance services to support emerging businesses Pan-India. Our approach involves strategic planning, media relations, thought leadership, content creation, crisis communication, and networking. We work closely with startups to develop PR strategies aligned with their goals, securing media coverage, positioning founders as thought leaders, and creating engaging content to enhance brand visibility. In times of crisis, we offer rapid response strategies to mitigate reputational damage. Additionally, we facilitate networking opportunities for startups to connect with potential investors and collaborators, fostering growth within the startup ecosystem. Through our comprehensive guidance services, we empower emerging businesses with the tools, resources, and strategic support needed to navigate the competitive landscape and achieve long-term success. Startups appreciate working with our young, energetic team that understands the frugal environments typical in early-stage ventures, ensuring efficient and effective solutions tailored to their needs.

    On leveraging online platforms to enhance brand visibility and engagement for its clients

    We meticulously curate compelling content, including press releases, articles, and multimedia materials, optimizing them for online dissemination. Our team orchestrates social media campaigns, influencer collaborations, and online events to amplify brand messaging and foster meaningful interactions with target audiences. We harness the power of online PR channels, securing features on reputable websites, blogs, and digital publications to broaden brand exposure. By synergizing traditional PR expertise with digital acumen, we navigate the dynamic digital landscape to elevate client brands, solidify their online presence, and cultivate lasting engagement with audiences.

    On challenges you faced while building and growing Column Inches

    Building and growing Column Inches posed challenges in talent and client acquisition, and adapting to market dynamics. Overcoming these obstacles required strategic approaches. We fostered a positive work culture to attract top talent, showcasing our commitment to excellence and offering growth opportunities. To build trust with clients, we provided successful case studies, transparent communication, and pilot projects. Flexibility and innovation helped us stay ahead of market trends, ensuring we met evolving client needs. By prioritizing perseverance, strategic planning, and a customer-centric approach, we navigated these challenges and drove the growth of Column Inches.

    On trends do you anticipate shaping the future of PR and media relations

    Anticipating the future of PR and media relations, Column Inches is preparing to adapt to key trends by prioritizing digital transformation, personalized communication, influencer collaboration, transparency, and AI integration. We are investing in advanced analytics tools to optimize our digital strategies, ensuring effective online engagement and audience targeting. Our team undergoes continuous training to master emerging technologies and trends, enabling us to deliver innovative and tailored PR solutions. Additionally, our commitment to authenticity and transparent communication remains unwavering, fostering trust with stakeholders. By embracing these trends and remaining agile in our approach, Column Inches is poised to thrive in the evolving landscape of PR and media relations.

  • Harnessing the power of PR, journalism, and human rights: A global influence catalyst

    Harnessing the power of PR, journalism, and human rights: A global influence catalyst

    Mumbai: Promoting human rights is significant not just for their protection and respect but also to achieve sustainable development. PR and Media’s role is vital in advocating human rights. PR functions to promote brand awareness and human rights by influencing public opinion to raise voices for critical social causes. Media is the primary source of information. It bridges the organisation and the public, being the most influential promoter of human rights and safeguarding.

    The role of PR and media in human rights advocacy

    The role of PR is broader than building a positive brand image or generating brand awareness. It overarches to advocate human rights and protection of the same. PR helps to influence public opinion, shaping social norms and advocating for the causes of the marginalized section of society. PR strategic thinking helps promote human rights by raising awareness, educating audiences, mobilizing support, and inspiring action.

    In the words of Sam Cherri, human rights is the universalization of values, virtues, attitudes and social standards, and media is the guardian of these values and virtues. As media is the primary source of information, it plays a vital role in creating the right atmosphere for advocating human rights. Media not only reports on the violation of human rights but also an effective platform to promote it. The media act as gatekeepers who generate information between the organization and the masses.

    PR and journalism are two pillars that safeguard human rights by creating a conducive environment that protect and establish it. The creation of a democratic nation rests upon the existence of a free and independent media. To say that the media is sometimes compliant to the government is not as concise as it seems. It implies that it can either have a beneficial effect or damage the stakeholders’ interests.

    Ethical journalism and PR practices

    In an ever-evolving industry like PR, ethical practices and communication are the building blocks of the industry. The critical function of any PR professional is to build trust and credibility for a particular brand, company or organization. Following ethical practices is the key to building trust among the masses. An ethical PR practice involves honesty. Providing truthful and accurate information is critical to building trust by advocating views of all sides and facts to help people make informed decisions. Another vital ethical practice is to build a trusting relationship by acquiring expert knowledge and using critical thinking to maintain credibility. The most vital point is to respect different viewpoints without favouring anyone based on bias.

    If we look at today’s scenario, ethical journalism is the need of the hour. The set of ethical codes that every journalist is aware of is to find and report the truth as it is without distorting the facts and minimizing the misuse by demonstrating understanding for sources and story subjects and acting wisely by not falling for undue influence from potential newsmakers. Another important aspect of ethical journalism is to take responsibility for the accuracy of their work. Ethical journalism requires to remember that there is no excuse for inaccuracy. The facts are the prerequisite of good journalism therefore gather and update correct facts throughout the life of the news story.

    Amplifying human rights and World Human Rights Day

    On the 10 December, every year, we come together and celebrate the Human Rights Day. We have rights simply by being born as human beings. Human rights are pertinent for a sustainable future and relatively easy to understand and conjure. It is a value and virtue that implies feeling respected, treated with dignity, and valued for who we are. The rights we humans have emanate from the fact that we have a Constitution that guarantees its citizens the fundamental right to live a life with human dignity.

    Human Rights is our natural right and it is pivotal that our liberty should not be rescinded. Our right to voice our opinion should not be snubbed or choked, and this is where the role of news professionals and PR practitioners comes in. Like the beacon of light, PR professionals and journalist should act as a ray of hope to people especially marginalised section whose voices have been choked and ignored.

    The author of this article is Media Maniacs Group founder Surabhi Trivedi.

  • Shree Das is the new social media PR head of Britannia Industries Limited

    Shree Das is the new social media PR head of Britannia Industries Limited

    Mumbai:  In recent development, Shree Das seasoned communication and PR professional joined Britannia Industries Limited as Social Media and PR head. Earlier she served as vice president at Publicis Consultants Asia where she was responsible for operational efficiency for the Bangalore region.

    While expressing her joy on LinkedIn’s post she said, ‘ After over a decade of building corporate reputation programs for the tech and startup community, I am over the moon to tell the story of a 130+ year old FMCG giant. I am very happy to share that I have joined Britannia Industries Limited to steer Public Relations and Social Media for the brand. Let’s work together to tell people how Britannia is shaping to be the Global Total Foods Brand, and doing that responsibly with an equal commitment to boosting the local economy.’

    Earlier she also worked in companies like Xiaomi India, Lenovo India, and Unacademy.

  • Microsoft’s Prerna Korla is the new Mastercard Director-Communications Asia Pacific

    Microsoft’s Prerna Korla is the new Mastercard Director-Communications Asia Pacific

    Mumbai: Prerna Korla recently joined Mastercard as Director – Communication, Asia Pacific dated January 4, 2024. She is a seasoned professional with 13 years of experience in the communication and public relations domain.

    According to her LinkedIn post, she wrote, “Stoked to kick-off the new year with what promises to be a ‘priceless’ journey at Mastercard as Director, Communications, Asia Pacific”.

    Before joining Mastercard, Korla had an inspiring journey and had prolonged experience with positions at Microsoft and Uber, serving as Senior Communications Manager and Consumer Communications Lead for India and South Asia.

    She specialises in stakeholder-centric corporate and brand communications, executive and leadership communications, change communications, issues and crisis management, strategic planning for key brand milestones, and content writing for businesses and business leaders.

     

  • We take pride in calling ourselves storytellers for brands – Abhinay Kumar Singh

    We take pride in calling ourselves storytellers for brands – Abhinay Kumar Singh

    Mumbai: From traditional to sophisticated communication techniques, it is now a game changer for many corporate organisations to sustain the brands with the advent of technology and right product mix. Advent of AI changing the ball game for synergy of brands. As a brand custodian Indiantelevision.com exclusively speaks to Mr Abhinay Kumar Singh founder and managing director, Adgcraft Communications. Under his guidance, Adgcraft Communications has rapidly grown, serving 75 clients across diverse industries. Here are excerpts –

    On journey from an experienced PR professional turned successful Entrepreneur –

    I began my career in 2011, initially working on various projects with the Bihar Government for two years. Upon moving to Delhi, I started working with new-age businesses. This was during the boom of Startup India in 2014, and fortunately, I had the opportunity to work with more than 100 startups. Having witnessed the growth of the startup ecosystem, I recognized the impact of PR in fostering startup success. This profession allowed me to collaborate with bright minds from prestigious institutions like IITs and IIMs, working with startup founders and various entities, from MSMEs to ministries.

    Post-COVID, drawing on my 13 years of experience in media and public relations, I identified a crucial gap in the market. This insight led to the founding of Adgcraft Communications, where we specialize in helping startups articulate their narratives effectively. Over two years, we expanded our footprint with offices in Noida and Lucknow, and our business development team operates from Bangalore and Surat. Our growth is a testament to our team strength, now exceeding 33 members. In this short span, we have become one of the fastest-growing PR agencies in India.

    2) On digital transformation of current PR industry –

    In the past ten years, Public Relations (PR) has transformed from being relatively unknown to becoming a sought-after service for every company. The Indian PR industry is projected to grow to Rs 3500 billion by 2027. Digital changes have made our lives much easier. Back then, I had to physically take printed press releases to journalists. Now, it’s just a quick email. I remember typing press releases in different fonts, but today, with Google keyboard, it’s a breeze.

    Sharing media lists used to be uncommon, but now it’s just a click away. Speed matters a lot in our responses to clients and journalists. Technology helps us find the right stories, fact- check, and even promote stories from far-off places. Now, companies use AI tools, and to keep up, we organize sessions and workshops for our team. We need to stay updated and make the most of these new technologies

    On different segmentation of PR clientele at Adgcraft Communication –

    At Adgcraft Communications, we take pride in calling ourselves storytellers for brands. It’s at the heart of what we do because we believe every founder has a special story. We use that story to tell customers what the brand is all about.

    From when we were kids until now, we have seen that a strong story can make people believe in something. In our campaigns, we focus on making stories strong but simple. We help brands share their story with the right audience. Each client is different – customers might want to hear reviews, while employees might want to get inspired by leadership stories. So, our campaigns and stories are all about what our brand partners need and want.

    On generative AI effect on target audience –

    AI is a big thing right now, and it’s crucial. We are happy to say we are learning and growing with this technology. However, it’s important to note that despite our extensive use of AI, we remain committed to infusing a human touch into our content and campaigns. In the realm of communication, maintaining a sense of sensitivity is paramount, particularly in industries where emotions hold considerable weight. We hold emotions in high regard and leverage state-of-the-art technology to achieve outstanding results.

    For instance, while Chabots are valuable tools, we recognise that there comes a point where human intervention becomes essential to sustain a meaningful conversation. Balancing the strengths of AI with the human element ensures that our communication strategies resonate effectively, delivering not just information but a connection that goes beyond the capabilities of technology alone.

    On exponential growth of Adgcraft Communication-

    It’s been quite a journey – a real roller coaster ride. Right from the start, we had three clear goals. First, we wanted to contribute to the New Bharat and support the Make in India movement by crafting communications for businesses. Second, our incredible team played a pivotal role. We instilled a sense of responsibility in our leadership and built a team of 33 people whose vision aligns perfectly with the company’s goals. They not only work with Indian clients but also with international ones. Our ability to understand and fulfil the unique needs of our clients, combined with our commitment to storytelling and effective communication, has led to this remarkable growth. In just two years, we expanded our

    clientele from three to over 25, and it’s been an exhilarating ride.

    On start-ups have an edge over contemporary businesses or not –

    Yes, startups have a unique edge. They bring in fresh technology and aren’t afraid to embrace the latest innovations. Interestingly, established companies are catching on and realizing the importance of technology, and integrating it into their operations. Nowadays, startups and contemporary companies are often working hand-in-hand, supporting each other as mutual partners. Startups leverage new technology, while established companies share their knowledge and expertise in building a business. Rather than being competitors, they are more like supporters of each other.

    Their business and goals align, and this synergy is vital for India’s goal of becoming a 5 trillion economy, as envisioned by the Honourable prime minister. This ambitious target can only be achieved when startups and contemporary businesses join forces.

    On right blend of media mapping –

    At Adgcraft Communication, our approach to media mapping is all about providing a comprehensive solution for our clients. Currently, we are in Phase 1, having focused on PR for the past 2.5 years. Our aim is to be a one-stop-shop, offering a full range of services from a single agency. As we progress into the next phases, which are in the pipeline, we plan to leverage all social media channels to meet the diverse requirements of our clients. While we are currently concentrating on PR; we are gearing up to expand our services to include digital marketing, including social media, in the coming months.

    8) On priority objectives of Adgcraft –

    At Adgcraft, we firmly believe in the mantra that the product is king, closely followed by effective communication. Our top priority is to educate our clients on how to share their stories in a way that resonates with their target audience. It’s all about using the right medium, ensuring that consumers not only understand but also accept the message. We are proud to share that we have successfully closed almost 100 projects so far, and one of our primary objectives is to ensure zero crisis for our clients.We emphasize simple communication to deliver a clear message to end-users, allowing them to understand the brand effortlessly. This approach not only helps in reaching the audience successfully but also encourages feedback. For us, client reputation takes precedence, and we are dedicated to earning the trust of our customers.

    We recognize that a strong product, combined with transparent and compelling communication, is the key to achieving success in reaching end-users

    Comment about your upcoming brand campaigns or brand association?

    We had an exciting year in 2023, and the upcoming year promises to be even more thrilling. In the past, we launched campaigns like The Kulhad Man of India& for CSB, among others. This year, too, we have plans for new campaigns, collaborating with different brands, with a target of 50+ brand associations. Our core focus will be to educate the audience through these PR campaigns. As we look ahead, our ambitious projection for the end of this fiscal year includes establishing an office in Dubai.