24 Sep 2015

The Continuing Evolution of the Indian PR Landscape

Evolution of the Indian PR Landscape

As the Indian PR landscape continues to evolve, it is fascinating to see clients adapt to the integration of digital efforts.

For example, a press event is not restricted to just calling reporters on the ground. It also means creating content for a tweet stream per the flow of the event, and continuously engaging with the reporters online and offline.

Just this past month, #GoogleHouse was a fascinating press event where updates about Google’s new product/features were unveiled. Not only did Google India have a house full of reporters, the hash tag also trended in Mumbai (where the event was held) at #1, and which also saw engagement by the reporters. 

It is equally fascinating that while clients are jumping on board, Indian PR and communications professionals still remain reticent.

According to this IAMAI-KPMG report, India has over 350 million Internet users as of June 2015; this number is expected to increase over 500 million by 2017. With such a huge chunk of the audience online, it becomes increasingly important to reach them outside of the traditional ways of communicating (newspapers/magazines/TV/radio).

Though the “what” to communicate remains constant, the “how” to communicate is constantly changing.

Here are some compelling PR trends executives need to adapt to if they want to stay relevant in the industry in the long run:

1. Building the social profiles of C-suite executives.

C-suite executives have started understanding that their social presence matters. Their customers are online and, in order to connect with them, it is essential that they have a social presence to connect and engage with their target community.

PR executives can play a vital role in positioning and building such social profiles, keeping in mind the customer and media perspective.

2. Multimedia & crisp communication.

A quick crisp e-mail with images or infographic has a better chance of catching the media’s fancy than long pitch notes or press releases. An innovative way of sharing information is what the media looks for.

If you can communicate the message in 140 characters, you’ve nailed it!

3. Online & blogger engagement.

Given the increasing Internet connectivity in India, PR executives need to start interacting with the online and blogger community from various industries to keep themselves and their clients relevant and up-to-date.

While print media still has a wide reach in India, the audience is glued online, and frequently seek feedback about product and services from the online/blogger community.

4. Twitter chats.

The trend of Twitter chats is catching on in India. While these digital events are still primarily held on a one-off basis, many brands have started interacting with their audience through such chats, helping them form a community of evangelists over time.

An interesting example: a Google Twitter chat that invited entries to share an app idea for the Prime Minister’s office. This initiative was undertaken by Google India in collaboration with MyGov.in (compare this to the White House’s We the People effort).

Influencers in the tech blogger space were roped in, along with spokespeople from Google and MyGov.in. The 30 minute tweet chat reached 2.7 million uniqueusers and garnered over 6.3 million impressions on Twitter. Needless to say, #PMOIndiaApptrended in India.

Similar Twitter chat models are being adapted by various companies in India to discuss topical trends in the industry. Usually, they rope in company’s spokesperson and an influencer/celebrity to maximize reach.

In closing

To understand their clients’ industries better, PR executives should start listening to the brands’ communications online. This understanding will go a long way in developing a more effective strategy.

Have you observed any more interesting trends in the communications Industry in India? I would love to know your thoughts!

Image: yourmarketingdepartmentct.com via Google, CC 4.0

The article first appeared on Shonaliburke.com

TESTIMONIALS

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Ancita always came across as an eager learner and willing to go the extra mile. She's got good language and social media skills and uses these to her advantage. She was also dependable and I believe she would be a good asset in any organization. I wish her well for the future.

Rony Thomas, Head of Communications, Amazon

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Ankita supported us in connecting with the CMO community on social media in India - she is knowledgeable, articulate, prompt and superbly organized. She is fast to learn and agile to create business impact, which distinguishes her in the projects she works on.

Rajesh Kumar Jindal, Vice President, Head of Marketing, SAP

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Although Ancita was part of the PR team, she gradually started taking interest in digital communication which I believe is an apt field for her. She effectively used her communication skills learnt in PR to deliver results in digital media which is a much needed talent in the industry. We worked together on google maps and on a project called PMOAppContest chat where Ancita ably demonstrated her creative and storytelling skills. She defined the flow of the chat and was a key campaign owner. The initiative was a huge success in India. Ancita is committed, disciplined and a diligent person and I am sure she is a great asset to her team and her organization.

Abhilasha Padhy, Communications Manager, Google

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Ancita is a Star performer at Six Degrees. She takes initiative and has a ‘To Do’ attitude. This has reflected in her taking up the onus of focusing her skills on Digital within the firm during the last one year and even on her own through an initiative like the SocialPowWow. She has a strong understanding of developing engaging content for audiences to increase relevance for brands. We believe that she has great potential to develop as an integrated communications professional.

Rishi Seth, Group CEO, Cohn & Wolfe Six Degrees

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PR professional, blogger, digital enthusiast. Driven, hardworking and result oriented, Ankita is always game to take up new challenges. Energetic and efficient, trust her to get things done. With keen interest in digital marketing she has been involved in various integrated comms campaigns and delivered successfully.

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Ancita and I have been working closely for 4 years now & it has been an inspiring journey thus far. It has been amazing to see her transformation from an curious social media learner to a professional digital media expert. Her knack for the understanding the digital landscape is special. While she certainly is an expert in various aspects of digital marketing but her initiative "SocialPowWow" has been really impressive. Today it's one of the most popular Twitter chats in India. She is great human being, hard worker & thinker. Her infectious smile can be an asset in any work environment. Wishing her all the success in any endeavours she chooses for herself.

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Ancita is an extremely dedicated resource and a great value add for an organization. Her attention to detail, intelligence and proactive approach has always delighted the people she works with and the clients she services. Ancita is absolutely great with digital media and gives creative, yet practical ideas. I wish her all the best for future!

Shreya Sabharwal, Vice President, Ernst & Young

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Ancita has been a valued colleague at Six Degrees. She's focused and dedicated at work and brings in fresh thinking and approaches to mandates that she's entrusted with. Equally importantly she's a stickler for details and micro-manages things till the work gets done!

Rahul Mishra, General Manager, Cohn & Wolfe India

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Ancita is a thorough professional who is particular about deadlines and quality of work. You can always bank upon Ancita on any work that is on her task list. A proactive individual who not only pushes herself but her team too.

Siddharth Kumar, Deputy General Manager, Cohn & Wolfe India

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Ancita is a thorough professional and absolutely meticulous with her work. She took a lead in Digital when it was the upcoming hottest trend and that is commendable. Always ready to pitch in with ideas on a campaign,love her energy. She is and will be an asset to any organization that she chooses to be associated with. It has been a pleasure working with her here.

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Ancita is very good in her craft of digital PR and comes with sound knowledge on digital. She is a great team player and has shown great capabilities to lead any team project. She is a great colleague, it has always been a pleasure to work with her and is very easy to work with.

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Amith Prabhu, Founding Dean @SCoReInd, CoFounder @PRAXISInd & @PRomiseFdn

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I had the pleasure of working with Ancita, during my time at Burson Cohn and Wolfe. Ancita is affable and very easy to work with - great qualities to have in a team mate! She's a dedicated employee whose positive spirit helps guide the team that she’s in. Her experience and knowledge in digital, from copywriting to social media strategies makes her an asset to any organisation.

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