ITV

Tag: Smita Khanna

  • 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.

  • Meta’s ‘Link History’: Decoding privacy dilemma

    Meta’s ‘Link History’: Decoding privacy dilemma

    Mumbai: In a move that has sparked conversations about digital privacy and user tracking, Meta, the parent company of social media giants Facebook and Instagram, has introduced a new feature called ‘Link History.’

    Meta’s ‘Link History’ is a feature designed to provide users with a comprehensive record of the websites they visit through Facebook and Instagram. This means that every link clicked while using these platforms will be logged and stored in a personal archive accessible to the user. The intention behind this feature, as Meta claims, is to allow users to revisit and manage the content they engage with on a daily basis more easily.

    This feature, while aiming to enhance user experience, also raises concerns about the extent to which our online activities are monitored and recorded. While Meta emphasises the user-centric benefits of ‘Link History,’ critics argue that it raises red flags concerning privacy. The concern primarily revolves around the vast amount of personal data that Meta already possesses about its users and how this new feature might contribute to a more extensive and detailed user profile.

    In this article, we reached out to some experts who delved into the details of Meta’s ‘Link History’ and explored the implications it holds for user privacy.

    Edited excerpts

    Content creator Akshat Tongia

    While the concept of increased accessibility seems promising, there’s a level of uncertainty surrounding how Meta intends to leverage our data for understanding our online behaviours.

    What stands out is the somewhat intricate process of turning off this feature, suggesting a preference for users to keep it enabled. Additionally, many users may not be aware of these settings, contributing to heightened privacy concerns.

    From a content creator’s perspective, where my digital presence is integral to my work, I appreciate tools that enhance efficiency. However, the ambiguity surrounding the use of this data prompts a thoughtful consideration of striking the right balance between convenience and privacy.

    Newton Consulting India & Newton PR COO Smita Khanna

    Meta’s ‘Link History’ isn’t convenient, it’s an off-site surveillance dragnet. This granular record of our non-Facebook journeys raises not just ethical alarms, but blatant hypocrisy for a company notorious for data stumbles. We deserve an online world where our clicks don’t morph into targeted nightmares. Meta needs to ditch the Big Brother act and grant users control over their digital footprints.