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Tag: PR and communications

  • GUEST COLUMN: Spinning the Web 3.0 around communications and PR

    GUEST COLUMN: Spinning the Web 3.0 around communications and PR

    Mumbai: Web 3.0 has indeed taken the internet world by storm. With Facebook heavily investing in metaverse to break barriers and converge online and offline environments, it is set to redefine the way we communicate and interact in the virtual world. Virtual, instead of being separate from the physical world, will penetrate into every aspect of our daily lives with the amalgam of physical and digital data. Web 3.0, also known as the spatial web, will blur the boundaries between digital and physical worlds and this sure will tremendously influence brands’ communication and public relations (PR) efforts in the future.

    Starting with Web 1.0 till the advent of Web 3.0, the communication industry has evolved and adapted to changes. But what exactly would be the impact on the communication industry and how can the industry capitalise on new technologies to fine-tune its strategies? Let’s dive a little deeper and understand how communication strategies will shape up in the future and what PR companies can do to stay relevant and optimise their efforts in this era.

    A rise in NFT-compatible PR campaigns

    An NFT (non-fungible token) strategy is a must in the Web 3.0 era to help brands stay ahead of the competition. Powered by blockchain technology, PR companies can leverage NFTs to create new experiences for customers. NFTs facilitate immersive experiences. It is a unique digital asset that cannot be replicated and PR companies will need to shift their focus on launching NFT campaigns for brands to create exclusivity for customers. NFT campaigns can be a doorway for customers to access exclusive events, gain early access to content, or even discounts and special offers.

    Focus on content that appeals to multiple personas

    Web 3.0 takes hyper-personalisation to a whole new level. Going forward, PR and communication efforts by brands would be centered on creating content that appeals to multiple personas. There will be a shift towards bite-sized articles; but at the same time these will have enough depth to appeal to the preferences of multiple audiences. That means PR companies will now have to create content that is angled differently for different audiences to provide true value and establish thought leadership.

    Customer experience will gain more prominence

    While customer experiences have always been important, the advent of Web 3.0 has increased consumer expectations resulting in a greater focus on crafting memorable experiences. PR and communication experts must help brands adopt a more holistic approach towards metaverse. Audiences now expect virtual events that offer a more immersive experience and PR companies would need to conduct virtual events with the same efficiency as they would conduct real events. PR and communication strategies will evolve to become more nuanced, helping brands provide audiences with the ability to participate and even become selective with the content they want to engage.

    Transparency and privacy will become more important than before

    With concerns looming over data privacy and transparency of data usage, Web 3.0 will see brands channeling their efforts to reinforce user privacy. It also calls for a decentralised structure which means individuals have complete control over their data and can exchange value without getting any intermediaries involved. What does this mean for the PR industry? Well, brands can derive insights from user data with AI and PR companies would need to adjust their strategies to have a more targeted approach. As cookies are slowly being eliminated, PR companies can provide solutions to secure first-party consumer data for brands.

    Blockchain will facilitate precise assessment of campaign results

    Web 3.0 has led to the rise of encrypted identities which means fake traffic from bots can be easily weeded out. This is critical to measure the actual reach of content published. PR companies can capitalise on blockchain technology to measure the actual impact and calculate ROI. Since brands are relatively new to the benefits of blockchain, PR companies can help them leverage the technology to transfer information securely, protect copyrights and create a safe space which is important for companies in fiercely competitive markets. As blockchain technology will help verify the authenticity of content, PR companies will have to be extremely careful with their content creation process. At the same time, brands creating authentic content will gain better reach without the risk of getting lost amidst a clutter of fake stories.

    Web 3.0 has huge implications for the communication industry. While it has already influenced our lives in big ways, we can expect it to further obliterate the boundaries between physical and virtual worlds and open endless possibilities for consumer-brand interactions. The longer it takes for brands and PR organisations to adapt themselves to spatial web technology, the sooner they will lose relevance in this dynamic landscape. Web 3.0 isn’t just a buzzword; it’s a new reality and is here to stay. PR companies adopting these technologies can help their clients achieve the first-mover advantage. 

    (About the author – Anindita Gupta is Scenic Communication co-founder)

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

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

    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

    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.

    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.)