Insights from experts across different fields of communications
The year 2020 began with hopes, aspirations, holiday plans, dreams of exploring new and exotic places and ticking off one more ‘to-do’ from your bucket list. Little did we anticipate what lay ahead — lock-downs, masks, sanitizers, work from home, confinements of homes/hostels, v
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To begin with, one must recognize that influencer marketing is not a new concept. The idea has been there for almost a decade, but it gained popularity in the past few years.
An ‘influencer’ is one who holds a certain amount of sway over a particular audience set. But in this particular case, we are talking about social media influencers. A few years ago - these sets were called bloggers.
But with deeper penetration of social media, ‘influencers’ - content creators with a following of anywhere from 10,000 to a few million - became the norm.
The biggest advantage of an ‘influencer’ was the reach they provided at much lower costs, and also removed the hassles of creating content for a brand (Well, in the initial days). It was a simple marketing tool that helped companies expand their reach and engagement. In the early days, there was also a certain amount of validation that came with the engagement.
As the influencer marketing industry has grown, concerns about the authenticity and credibility of influencers and their sponsored content have also increased.
Various studies have shown that influencer marketing can be effective in driving sales and building brand awareness. One study found that 80% of consumers have made a purchase based on an influencer’s recommendation, and another found that influencer marketing generates $6.50 for every $1 spent.
The challenge is not so much about how much you are spending - but how do you measure the outcomes? To ensure that you have effective ROI, you need clearly defined goals before embarking on an influencer campaign. What do you want to achieve? Awareness? Sales? Drive website visits? Once you have your metrics defined, there are various tools to help measure the outcomes.
Another big challenge is about the legitimacy of influencers and their expertise. There are 2 problems with this:
There has been much spoken about this topic in the media recently, following a furore regarding 'Fininfluencers' - influencers who talk and provide insights and guidance on investment and other financial matters. The problem here was that many were not really qualified experts, and others did not openly declare that they were endorsing a product. As a brand, the legitimacy of the people you associate it also affects your reputation.
We’ve all heard the saying ‘it’s not what you see, but how you get rewarded for it’. And that’s the case with influencer marketing.
It is crucial to look at the behavior of your prospective customers. What do they do when they see you promoting your brand on social media? Where are they going to find more information about your brand? How do they feel when they see you promoting your brand on your brand’s social media channels? These are things that will help your company track its results.
To ensure that the influencer marketing strategy is legitimate and effective, brands should adhere to the following guidelines:
Partner with authentic influencers: Look for influencers who are genuine and have followers that align with your brand's target audience, and look for engagement rates in each post.
Disclose sponsored content: Ensure that all sponsored content is disclosed to the influencer's followers. Yes, even influencer marketing today is a form of advertisement. While the guidelines are not as strict (yet), it is only ethical to disclose your collaborations.
Use analytics to track performance: Use analytics to track the performance of your influencer marketing campaign and adjust as needed.
Finding influencers with fake followers is generally easy by checking the engagement rates or just the comments below the posts. A few comments which are vague and very generic that could fit into any post could be bot-generated or from fake followers, comments like these:
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Travel- Based Page |
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Photography Page |
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Food Blogger |
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In conclusion, influencer marketing can significantly impact a brand's marketing efforts, both positively and negatively. While there are certainly some concerns over the authenticity of influencer marketing, by partnering with authentic influencers and following best practices, brands can ensure that their influencer marketing campaigns are effective and authentic. In today's digital world, influencer marketing can be a valuable tool for brands looking to reach their target audience and build brand awareness, as long as it's done authentically and transparently.
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AI (Artificial intelligence) has been the buzzword across industries for a couple of years now. We see new posts every day on how it is making several jobs redundant. While that is a completely different conversation, today, let’s explore how we can use AI to improve your PR campaigns.
The biggest advantage of using AI in PR is the number of man-hours of effort it helps save. It makes one more efficient by improving automation. It can help in better targeting for campaigns, and most importantly, it helps in better and more qualitative measurement of impact and ROI.
However, before we begin - a word of warning, AI is still in a nascent stage. Relying entirely on AI would not be effective. AI is a great tool - something that can help you do your job better. But it is just a tool.
So how do we use this tool?
Media monitoring:
Well, AI has been in use in the media monitoring and listening sector for a while now. Platforms like Meltwater are AI-powered monitoring tools that help you understand the real impact of your campaign efforts. These platforms across all mentions on the internet and can analyse reach, sentiment, tonality and more, and even give you some insights on how you tracking vs your competitors.
However, this does need some amount of human intervention. For example, if you are handling a healthcare client - many mentions of your client that is probably positive for the brand would be considered negative.
This is crucial in crisis management - AI can help PR agents anticipate and react to potential crises by identifying early warning signs, such as negative sentiment spikes on social media. Platforms like Signal AI and RepTrack help monitor online conversations and anticipate potential public relations issues.
Sentiment analysis:
This is a crucial aspect for PR. AI can be used to analyze the sentiment of online conversations about your brand. This can help you understand how people are talking about your brand and identify areas where you can improve your reputation.
There are a number of AI-powered sentiment analysis tools available, such as SentiStrength, VaderSentiment, and LIWC. These tools can analyze the tone of text and identify whether it is positive, negative, or neutral.
Influencer identification:
AI can be used to identify influencers in your industry who can help you reach your target audience. This can help you build relationships with influencers and amplify your PR message. There are a number of AI-powered influencer identification tools available, such as BuzzSumo, Upfluence, and HypeAuditor. These tools can identify influencers based on their social media following, engagement rate, and audience demographics.
Importantly, it can also help you measure the impact and outcomes of a particular campaign.
Content creation
PR involves a lot of content creation. AI can be used to create content for your PR campaigns, such as press releases, blog posts, and other required content. Tools like Jarvis, Writesonic, and Copysmith can help you create new content, in the desired tonality, help you reshape content, summarise content and more. These tools can generate content based on your input, such as a topic, keyword, or desired tone of voice.
Research:
Research is simplified with AI. It could be something as simple as asking ChatGPT or Bard to summarise an article, or share some prelim data. However, remember that the content available on such platforms is old. Use AI as a starting point for your research, and do not consider this the final outcome. AI can analyze large datasets and uncover hidden patterns and insights relevant to PR campaigns. Platforms like Quid and Talkwalker analyze media coverage and social media conversations to reveal trends and competitor insights.
Ideation & Brainstorming:
Sometimes, the brain needs a trigger to start getting creative. AI is a great trigger. A few keywords can get you started on research and analysis, and you have new campaign ideas. Tools like Jarvis and Copy.ai can generate creative narratives based on prompts and keywords.
Again, it is crucial to do your research because sometimes, the ideas have already been done before (AI does not know everything, after all)
Specific Targeting & Personalisation:
Journalists move around constantly. They change beats. They change interests. AI can find relevant journalists and news outlets to target with your PR material. AI could help tailor messaging and outreach based on individual preferences and interests - but this is a hit or miss, usually. Tools like Phrasee and Persado analyze audience data and create personalized email subject lines, social media posts, and even website copy.
Workflow Automation:
PR is a constantly moving, evolving beast and there are a million moving parts every day. AI tools can help you prioritise and even automate certain tasks and workflows that ensure nothing gets missed.
Conclusion:
Overall, AI is a powerful tool that can help PR professionals improve their campaigns. By using AI, PR professionals can streamline their workflows, improve their targeting, and measure their results more effectively.
So how do you get started? Start small and learn. Working with AI is like working with a new intern. The output you get is only as good as the inputs you give. Start with a few tools and gradually add more.
Make sure you do your research beyond what AI gives you. Your team needs special training to ensure they are using AI properly, and ethically.
In the 21st century, communications professionals would agree on the importance of data for running their business and building a competitive edge. Data is said to be so invaluable that it is expected to outlast the systems that create it. Similarly, KPIs or Key Performance Indicators put into data are one of the most important measures/ metrics for a PR professional to measure outcomes of any PR campaign or activity they do for a client or a brand.
KPIs can be comprehensively collated into a data sheet to render client servicing (intangible) into tangible results. Data on KPIs of PR campaigns against certain predefined objectives proves useful, assisting in the analysis, strategy building and crisis management.
Understanding KPIs in PR
KPIs are quantifiable metrics used to evaluate the success of an organisation, employee, or campaign in achieving key objectives. In the context of PR, KPIs help measure the effectiveness of communication strategies and their impact on business goals.
As PR professionals require comprehensive information about the brand, product, spokespersons, and key messages, KPIs play a strategic role in optimising PR campaign outcomes. Such comprehensive information and datasets assist in building and executing a lucrative communications strategy while minimising risks.
How to Measure KPIs?
For the eager beavers, it is foremost and necessary to understand that KPIs for measuring PR outcomes are quite different from the other marketing metrics. While marketing KPIs often focus on sales and lead generation, PR KPIs emphasize brand awareness, media impact, social mentions and public sentiment. Understanding these distinctions is crucial for accurately measuring PR success.
Moreover, it is necessary to understand that the impact and success of a PR Campaign are not only measured by the number of coverages or media interactions received for a client. Instead, the true measure of success lies in understanding the depth of audience engagement, sentiment, and the overall influence on brand perception. In this regard, AI tools have become crucial for a comprehensive analysis of these nuanced metrics thus, making AI and machine learning tools indispensable.
Mark Weiner, Chief Insights Officer, Cision affirmed that "AI in PR is a game-changer, offering real-time analysis and insights that can help PR professionals to adjust strategies on the fly for maximum impact."
In this context, some of the notable AI tools that agencies can leverage are Meltwater, Cision, Brandwatch, Mention and Sprinklr to measure KPIs such as media reach, engagement, sentiment analysis, share of voice, and overall impact on brand reputation and visibility.
On the other hand, there are some traditional measuring tools such as surveys, focus groups, media clippings, event attendance and evaluating communication materials. For example, a survey might reveal that 60% of respondents recognize your brand name after a major PR campaign or a launch event that was covered by various news publications.
How to Set Objectives for Your Next PR Campaign?
KPIs are yardsticks for assessing the metrics or impressions yielded from a PR campaign. The metrics can be evaluated (objectively or subjectively) using both online and offline tools and software. However, one should always begin with the end in mind. The objective clarity on the end goals allows one to evaluate KPIs efficiently and critically.
Thus, for any PR campaign its impacts are better measured against preset goals and objectives that are specific, realistic, and aligned with the overall business goals. Some of these KPIs are mentioned below:
Media Mentions: Tracking the number of times a brand is mentioned in online and offline media. For example, a product launch event is vividly covered by advertising and marketing (A&M) media publications.
Share of Voice: It compares a brand’s media presence to its competitors as a percentage of the total industry-related media mentions.
Media Reach and Impressions: This metric assists in estimating the potential audience exposed to media coverage received for any client or brand and is based on the readership of a publication.
Key Message Pull Through: This measures whether the core themes, ideas, or messages crafted by the PR team are being accurately and consistently conveyed in media coverage, social media posts, and other forms of public communication.
Public Perception Surveys: While ascertaining the outcomes of a PR campaign, surveys can be conducted to understand the public perception of a brand. For instance, a post-campaign survey might show that 75% of respondents view a food and beverages brand more favourably after a spokesperson spoke to the media about the brand's vision and mission for public health.
Return on Investment (ROI): Calculating the financial return on PR investments. If your PR campaign costs ?10,000 and generates ?50,000 in new business, the ROI would be 400%.
Cost per Impression: Assessing the cost-effectiveness of your PR campaign. For instance, if a campaign costs ?5,000 and generates 500,000 impressions, the cost per impression (CPI) would be ?0.01.
Moreover, to effectively evaluate outcomes for any PR campaign its objectives must support broader business aims, such as increasing market share, enhancing brand reputation, or engaging key audiences. By setting clear objectives, selecting the right KPIs, and leveraging tools for data analysis, PR teams can gain invaluable insights and drive successful campaigns.
Challenges in Measuring PR KPIs
Common challenges in measuring PR KPIs include data accuracy, attribution difficulties, and evolving metrics. To address these, ensuring accurate data collection methods and using robust tools is essential.
It is also important not to use a single metric as KPI in PR.
At PCG, we typically use a mix of KPIs, and use tools like Meltwater to measure the same - ensuring absolute accuracy and transparency at each stage.
Furthermore, determining conversion metrics such as attributing lead generation and conversion rates directly to PR campaigns is difficult and perplexing as PR is typically part of a larger marketing and communications strategy. Thus, tracking the long-term influence of PR on potential customers and their journey from awareness to conversion can be challenging.
In the dynamic landscape of public relations, crafting a compelling communications strategy is the cornerstone of a successful product launch. With the evolution of technology, and social media algorithms in 2024, the opportunities and challenges are greater than ever.
In this post, we will look at insights and methods to help fellow public relations professionals create a solid communications plan that will make an impact during a product launch this year.
Understanding your target audience is the first step in developing an effective communication plan. Consumers will be overloaded with information in 2024, making it critical to generate content that will resonate. Conduct a CUG or use an agency to do market research to determine your target audience's demographics, interests, and preferences. Knowing your target demographic allows you to adapt your messages such that they are not only heard but also welcomed.
In this day and age, your product launch needs more than simply a tagline. Today’s consumer wants to resonate with the brand’s ethos and vision.
Create a captivating story that ties together the core of your brand, the creativity behind your product, and the value it adds to the lives of your customers. Make it relatable and honest, addressing emotions that are important to your audience. A well-told narrative not only draws attention but also leaves a lasting impact, establishing a stronger bond between your company and its customers.
Product launch success is dependent on rigorous planning and preparation before the launch. Create a timeline containing all the milestones leading up to the launch. Determine important dates, such as when the product will be disclosed, when media outreach will begin, and when promotional efforts will be at their highest. Starting early helps you to develop momentum and a sustained buzz in the run-up to the launch.
Most importantly, be realistic about your deadlines. Any product - physical or tech - can run into snags. Production issues, unanticipated bugs. Plan a beta launch - that will allow you to address any hiccups well.
4. Multi-Channel Integration for Launch
The days of a launch event, a press release and a few media interviews are gone. An effective communications plan in 2024 requires multi-channel integration. Integrate conventional media outlets such as print, television, and radio with digital platforms such as social media, blogs, and influencers.
If your budgets are low, you can still phase the launch over a quarter, and address multiple audiences.
Social Media can get you attention. Influencers can help you create buzz. Visual communications personalises the brand. Digital Marketing can drive customers to your website. But validation - that comes through PR.
Use video material, live streaming, and interactive experiences to engage your audience across several touchpoints. The more diversified your approach, the wider your reach.
Influencer marketing has evolved into an essential weapon in PR. Identify influencers whose values are aligned with your brand and product. Collaborate with them to create authentic content that showcases your product in real-life scenarios. Influencers' reputations among their followers may magnify your message and add credibility to your launch. Micro-influencers with specific audiences will be more prominent in 2024, delivering a more focused and personalised approach.
Building and maintaining good relationships with the media is essential for effective public relations. Start building these relationships early. Give journalists exclusive access to your product, give interesting story angles, and provide timely and relevant information.
Do not focus on coverage - that will happen. But build the relationships at an early stage. Engage the journalists with your journey. Make sure your press kit is complete, with high-quality pictures and videos and compelling content that will help the journalist's work.
In the dynamic landscape of 2024, real-time monitoring is non-negotiable. Use social listening technologies to assess audience sentiment, monitor online conversations, and spot developing trends. Be flexible in your approach, ready to modify and respond to both positive and negative comments. Addressing issues in a timely and honest manner fosters confidence and indicates your dedication to client satisfaction.
In conclusion, a successful product launch in 2024 demands a holistic and adaptive communications strategy. You can position your product for success in a competitive market by understanding your audience, crafting a compelling narrative, embracing multi-channel integration, leveraging influencer marketing, prioritising media relations, creating engaging pre-launch teasers, and monitoring and adapting in real-time. As a public relations professional, these pillars serve as the framework for a plan that not only attracts attention but also creates a lasting impression, ensuring your product stands out in a crowded marketplace.
Welcome to the wild and wacky world of social media! It's the virtual water cooler where we share doggo videos, political opinions and embarrassing childhood photos. Whether you're a social media newbie or just in need of a refresh, this guide has got you covered.
With so many social media platforms to choose from, it's like trying to decide what to eat at a buffet - everything looks good but you can only have so much. Let's start with the basic 4.
Facebook is a great platform for building and engaging with a community of loyal customers. The audience of Facebook though leans towards an older demographic. While the demographic is a little younger in India, particularly in Tier-2 and Tier-3 cities. The platform, however, is great in terms of communities, groups and other such options that no other social media platform offers.
Instagram is a highly visual platform that's perfect for showcasing your products or services through beautiful and creative content. You can use Instagram to build a strong visual identity, grow your following, and engage with your audience through comments, DMs, and IG Stories for your brand. Instagram, like Facebook, also offers marketing channels.
LinkedIn is a professional networking platform that's ideal for B2B brands or if you’re looking to connect with other professionals in their industry. You can use LinkedIn to showcase your expertise, connect with potential clients or partners, and establish thought leadership through content marketing. Advertising avenues? You guessed it right! It is also a critical tool for corporate brand establishment.
Twitter is a platform that's all about real-time updates and engagement. The biggest advantage of Twitter is the ability to create conversations. Brands can use Twitter to keep their followers informed about their latest news and events, engage with their audience through hashtags and conversations, and build a strong brand voice through witty and timely tweets.
So the question you need to answer is where does your community / audience lie? Each platform has its own language, and the same content might not be entirely replicated on all platforms - so your game plan needs to change according to what platform you are using.
Sure, you want to promote your business. But to whom? To get your game plan, there are a few basic questions to ask yourself:
The biggest mistake most businesses make on social media is just to talk about only themselves. Millions of posts. Every single day. Talking about the services they offer. Sure, this might get you some engagement. But it doesn't really fetch you a following you on Instagram or Twitter or elsewhere. People follow you for interesting content (more on this later!)
So get your game plan right, and figure out what you want to say and how you want to say it. Make a content calendar that has the right balance of news about you, and something fun.
You can use a spreadsheet to make your plan or a specialized tool such as Hootsuite or Ocoya to plan your posts in advance.
Targeting your audience means understanding their demographics, interests, and behaviour, and tailoring your content accordingly. For example, if your audience is mostly young adults, you may want to use more casual language and references to popular culture.
It's like Rocky before a big fight - you need to know your opponent and how you're going to conquer them.
On Social Media, content is king. It is the reason why someone would follow you, engage with you and eventually (and hopefully) love you. But with all the chaos around, you need a solid foundation to create good content.
And let's face it, you're not just competing with your neighbour's cat videos here. You need to give your audience a reason to stick around. You need to bank your content - meaning, you should create a backlog of content that you can draw from over time. That way, you always have fresh content to share with your audience, and won't have to scramble to come up with new ideas every time.
Think of content pillars as the backbone of your brand's messaging. These are the core topics or themes that your brand will consistently cover in your content. Your content pillars should align with your brand values and mission and should be based on what your target audience needs.
And the most important question to ask yourself: Is what you are posting reason enough for someone to hit the ‘follow’ button? Or is it just good to hit the ‘like’? Or doesn’t it qualify for even that?
Most people complain that they are getting great engagement but it is not consistent and their user base has stagnated.
We ask: what reason are you giving anyone to follow you?
Your social media profile is like a virtual handshake - make sure it's a good one.
A clear profile picture (a photo of yourself, a logo, or an image that represents your brand or personality)
Snappy bio (a brief description of who you are or what your business is about, as well as any relevant keywords or hashtags)
Relevant links (your website, blog, or other social media profiles, and should be easy to access) will go a long way in making a positive first impression.
Just imagine meeting someone for the first time and they only had a blurry selfie and a "¯_(?)_/¯" for a bio. No, thank you!
Consistency is key on social media. Decide on a posting schedule that works for you and stick to it, whether it's daily, weekly, or monthly.
Your posting schedule can depend on your goals and resources. It's important to be consistent so that your audience knows when to expect your content. You can also vary the type of content you post, such as images, videos, or polls, to keep things interesting and engaging.
Consistency will help you establish a strong presence and keep your followers engaged.
Use tools to analyze and track your progress and see what's working and what's not. This will help you tweak your strategy and make informed decisions about your social media presence.
Analyzing your metrics can help you see what's working and what's not, and adjust your strategy accordingly. For example, if your posts get more engagement on weekends, you may want to post more on those days.
Remember, if your social media metrics are not showing growth, it might be time to take a closer look at your strategy. Keep in mind why you started using social media in the first place, and if the numbers are stagnant, it's time to rethink your approach.
When it comes to brand guidelines, there are important things you need to consider to ensure consistency across all of your marketing materials. Like the visual identity (logos, colours, and typography), as well as the messaging (tone, voice, and key messaging points).
Don't let your brand be a DIY disaster! Call in the pros and let them whip your content and brand guidelines into shape. With their expertise, you will be unstoppable. Schedule a consultation today!
Happy social media-ing!
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In the ever-evolving landscape of marketing and brand promotion, influencer marketing has become a beacon of success. It's no secret that consumers increasingly turn to their favorite social media personalities for guidance and inspiration. What truly captivates, however, is the rise of micro-influencers and the significant impact they are making on the marketing stage.
In this article, we embark on a captivating exploration into the realm of micro-influencers, where businesses have the opportunity to cultivate genuine partnerships and enhance their brand's presence.
In the modern marketing landscape, influencer marketing has emerged as a potent tool, enabling businesses to establish authentic connections with their desired audience. It leverages the extensive reach and trust that influencers have nurtured within their specific niches. These influencers come in diverse forms, from renowned celebrities and macro-influencers with substantial followings to the rising stars known as micro-influencers.
But who exactly are these micro-influencers? They are not your typical celebrities gracing magazine covers; rather, they are everyday individuals who have garnered significant, albeit not overwhelming, followings on social media platforms. What sets them apart is the genuine rapport and meaningful relationships they have cultivated with their audience. Micro-influencers serve as relatable and trustworthy voices in a digital world where larger influencers and celebrities might sometimes appear distant.
Authenticity: Micro-influencers shine brightly due to their authenticity. They are perceived as genuine and relatable, often sharing common interests and lifestyles with their followers. This authenticity lends credibility to their endorsements, making them highly effective in boosting brand awareness and driving conversions.
Niche Expertise: Micro-influencers tend to focus on specific niches, be it fitness, beauty, fashion, or gaming. Their profound understanding of these niches ensures deeply engaged followers, providing an ideal platform for brands aiming to connect with a passionate and specific audience.
Cost-Effectiveness: Collaborating with micro-influencers proves to be a budget-friendly option compared to partnering with larger influencers or celebrities. This cost-effectiveness makes it an appealing choice, especially for smaller businesses or those with limited marketing resources, all without compromising on results.
Higher Engagement: Micro-influencers stand out due to their high engagement rates. They invest time and effort in connecting with their audience, actively responding to comments and messages. This heightened level of interaction becomes a valuable asset for brands seeking genuine connections.
To harness the potential of micro-influencers for brand awareness, businesses need a well-crafted influencer marketing strategy. Here are some crucial things to remember:
Finding the Right Micro-Influencers: When selecting micro-influencers to collaborate with, it's not just about the numbers. It's critical that they align with the values, goals, and target audience of your brand. Look for individuals who genuinely align with your industry.
Building Genuine Connections: The essence of effective influencer collaborations lies in building authentic relationships. When micro-influencers have a genuine connection to your brand, they are more inclined to engage with it and generate content that accurately reflects your message.
Crafting Creative Campaigns: Collaborate with micro-influencers to design engaging and creative campaigns that genuinely resonate with their followers. These campaigns should smoothly incorporate your brand or product, giving the impression that it is a natural match.
Monitoring and Evaluation: To thoroughly evaluate the efficacy of your influencer marketing activities, use monitoring tools and metrics. Measure their impact on brand awareness, engagement, and conversion rates to assess the return on investment.
Consistency is Key: Consistency in your influencer marketing efforts is crucial for long-term success. Maintain your ties with micro-influencers and modify your strategies according to changing trends and audience preferences.
The emergence of micro-influencers indicates a trend towards more personalised and focused marketing. Micro-influencers are positioned to play a critical role in brand marketing as consumers seek authenticity and relatability. They provide a low-cost way to reach out to a specific target audience with a genuine out targeted message.
In summary, the era of micro-influencers isn't merely a passing trend; it represents a lasting revolution. Businesses that recognize the exceptional influence of micro-influencers and cultivate genuine relationships with them can elevate their brand, fostering trust and achieving remarkable success in the realm of influencer marketing. If you're contemplating promoting your brand and aiming to enhance its visibility, a meticulously crafted micro-influencer marketing strategy should be your guiding light.
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Over the past decade, AI has been transforming industries and revolutionising the way we work. The writing industry is no exception. With AI tools such as WriteSonic and ChatGPT, writers can now generate content in seconds.
The bigger question, however, is has AI truly changed the writing game?
Traditionally speaking, content creation has been a manual process that involves extensive research, outlining, and writing. In the current scenario, AI-powered tools have made content creation faster, more efficient, and less time-consuming. And this is one of the key advantages of AI-powered content drafting tools. They are designed to analyse vast amounts of data and produce content that is engaging, informative, and relevant to the target audience. However, AI tools also have shortcomings alongside their benefits. Let's take a closer look.
How do AI tools benefit content writing?
Speed and Efficiency: AI tools can generate content at lightning speed, saving writers valuable time and effort.
Consistency: AI tools can maintain a consistent tone and style, which is particularly helpful for brands and businesses that require a consistent tone and voice.
Language and Grammar: AI tools are programmed to ensure that content is grammatically correct and free of errors.
Topic Research & SEO Optimisation: AI tools can analyse large amounts of data and generate content based on specific topics and keywords. AI tools are also useful for SEO optimisation. They can help writers identify keywords and key phrases that are likely to attract more traffic to a website.
What can AI-generated content lack?
AI cannot read your mind. It cannot particularly decide what is the tone you want. It does not understand the context that is needed. In other, simpler words - the output is only as good as the input.
AI tools can you give you a lovely piece of 500 words in 2 minutes. But the prompts fed to the system have a significant impact on the content generated. Unless the individual using the tool understands AI and is trained in terms of the inputs provided to the tool, AI tools are not as useful as we have discussed so far. The tools can, in fact, provide content worse than what a beginner would right. Hence, individuals need to be AI-trained and provided with a good understanding of how AI works, so that they can reap the benefits of AI tools in writing.
AI tools can be a writer’s closest buddies or the worst enemies. Especially for those starting off their writing journey, using AI to write a piece of content is harmful to development. Quite often, the research remains incomplete simply because AI fills up some of the gaps - and you think you got it right. But there is a whole world of alternatives there - and since you stopped researching, your prompts remain stale - so the content you get remain stale as well.
Writing is a craft that requires creativity, critical thinking, and an understanding of the nuances of language. While AI tools can be helpful, they should not replace the essential skills and training that new writers need to develop.
In conclusion, AI tools have undoubtedly changed the writing game, providing writers with unprecedented speed, efficiency, and accuracy. However, AI tools are not perfect, and they should not replace the essential skills and training that new writers need to develop. AI can be a useful tool for professionals, but balancing the benefits with the limitations and the need for human expertise is very important. Additionally, individuals must be AI-trained and AI-ready in order to be able to rightly use the AI tools.
You’ve got the company started. You’ve got that initial audience. Your app is getting great reviews. You’ve done some social media ads but now you are wondering how else do you market yourself? Do you do more ads or should you consider PR? Is PR even worth it? When should a startup look at PR?
Public Relations (PR) is the best way to get that media visibility to your startup. PR is all about earned media. It goes beyond an influencer post, or an ad. It is the highest level of third-party validation you can get, which is why most people trust editorial articles over advertisements.
Your story is building from the moment you reach out to your first potential customer. But each of your clients sees and hears only a small picture of you. How do you tell the whole story? How do you get them to listen?
As a startup founder, you are doing a lot of things. Building the product, coordinating teams, acquiring customers, convincing investors. Figuring out where to go. But are you listening to what your audience thinks you are about?
PR allows you to take control of your story.
PR is essentially third-party validation and it is entirely earned. If you see an advertisement anywhere, while it might spike your curiosity, you take time to trust the brand. But a news article is more credible. It creates more curiosity. It is thought leadership.
Starting early helps you establish your brand quicker and gain a stronger foothold in the market.
A startup means you have no history. This could mean getting your story out there could be initially challenging (though an agency can really help here). But this also means you have a clean slate and it is an incredibly exciting and unique opportunity to establish your brand’s reputation from ground zero. If done right, PR can really make a difference and help establish the brand visibility in the media and among its customers.
Think of some of the startups you know. You realise you’ve been hearing them for a while and not just because they secured funding. Many of these successful startups have begun talking early.
But startups can only achieve this if they are clear about what they want the audience to know about the new brand, how it will differentiate itself from existing companies and how it will otherwise add more value than its competitors.
Of course, there are some questions that need to be answered before you can go live (see more here). Once you have these set, begin taking control of your story!
Public relations (PR) is essential to any startup's marketing strategy. It can help you create buzz, build credibility, and establish relationships with key stakeholders. However, as a startup founder, you may wonder when is the right time to seek a PR agency. Here are some signs that it is the time to seek expert advice:
If you're about to launch your product or service, it's the perfect time to bring in a PR agency. A PR agency can help you create a launch plan, provide third-party validation through media coverage, and generate buzz about your new offering. They can also help you craft messaging that resonates with your target audience and build your brand’s reputation.
Launching a product or service can be exciting and stressful at the same time for a startup. There are many moving parts to a successful launch, and it can be challenging to know where to begin. That’s when a PR agency can help you navigate the launch process and ensure you're making the most of your investment.
As a startup, you need to establish credibility in your industry. A PR agency can help you get such opportunities in industry publications, speakers/awards opportunities, influencer engagement, and reaching out to key stakeholders to build your brand. Positioning your startup as an industry authority allows you to build trust with potential customers and investors.
Working with a PR agency can accelerate the process and ensure you're making the most of every opportunity to establish your brand. A PR agency can help you identify the best media outlets and influencers to target and can work with you to develop thought leadership content that showcases your expertise.
If you need help getting noticed in a crowded market, it's time to bring in a PR agency. A PR agency can help you stand out by creating a compelling story around your startup and pitching it to the media. They can also help you develop thought leadership content that positions you as an expert in your industry.
Standing out in a crowded market can be a real challenge for a startup. Many other companies are likely vying for the same attention, and it can be difficult to cut through the noise. That’s when a PR Agency can help point out the unique and cut above the rest.
If you want to attract investors, a PR agency can help you create a positive image and build relationships with key stakeholders. They can help you craft messages that resonate with potential investors, coordinate media interviews to build your profile and develop a robust online presence that showcases your startup's potential.
Attracting investors is a critical part of any startup's growth strategy. Investors can provide the capital and expertise needed to take your business to the next level. A PR agency can help you position your startup in a way that resonates with potential investors and can work with you to develop a messaging strategy that showcases your strengths.
In conclusion, public relations is an essential part of any startup's marketing strategy, and a PR agency can help you achieve your business goals by creating a compelling story and building relationships with key stakeholders. As per a recent survey by Clutch, a leading B2B ratings and reviews platform, 68% of businesses feel that PR has helped them meet their business objectives. The same study also found that 64% of businesses believe PR is more effective than advertising. These numbers indicate that a well-executed PR campaign can significantly impact your startup's success.
If you're ready to take the next step and bring in a PR agency, make sure you do your research and find a partner who understands your industry, your audience, and your goals. A good PR agency can help you achieve your objectives and set your startup on the path to success. At PEPPER, we have worked with numerous startups at various stages, from Pre-launch-stage startups to Unicorns, and helped them reach their business objectives through PR and 360-degree integrated campaigns.
If you wish to know more about how PEPPER can help you, drop us a line!
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When People Go To Work, They Shouldn’t Have to Leave Their Hearts At Home
- Betty Bender
As business leaders and HR professionals, it's our responsibility to create a positive HR and culture environment that fosters a sense of purpose, belonging, trust, and respect among employees. When done right, such an environment can attract and retain top talent, improve job performance, and ultimately lead to higher customer/client satisfaction.
But how do we go about creating such an environment?
This blog will explore strategies and best practices for creating a successful HR and culture environment, from hiring and onboarding practices to employee engagement initiatives and training programmes.
An organisation that promotes a productive work environment is one that prioritises employee satisfaction, job performance, and overall outcomes. This type of environment encourages teamwork and creativity. It also encourages a sense of community and appreciation. It is essential for businesses to cultivate a favourable environment in order to attract and retain an adept workforce. By doing so, companies can create a workplace that is conducive to growth and success for both the business and its employees.
Creating a constructive environment can be a challenging task, but there are various strategies that businesses can implement to foster a climate of trust and respect.
The first step to creating a positive HR and culture environment is ensuring the organisation hires the right people. This means assessing each candidate’s skills and experience and selecting those with the right attitude and values. Once the right individual has been identified, providing a positive onboarding experience is essential. This includes providing new employees with clear expectations, a comprehensive orientation, and the necessary tools and resources to succeed.
At PCG, we have reintroduced the ‘Buddy Programme' as a critical onboarding tool to help new employees navigate their initial employment days here alongside tenured employees as their buddies. The HR team periodically reviews the programme to assess and address the fitment, aid in settling down quickly, encourage productivity, and increase job satisfaction.
Employee engagement is essential to creating a positive HR and culture environment. Companies should engage employees through meaningful and relevant initiatives such as team-building activities, recognition programmes, and feedback loops. These initiatives can help employees feel valued and appreciated and foster collaboration among colleagues.
‘The PEP League’, or TPL as we call it at PCG, has been a hit initiative involving employees to productively compete as teams in a series of contests testing their skills across arts, games/sports and fun events. It has allowed team members to bond beyond geography and boost their confidence as leaders and team players.
Training and development programmes ensure employees have the skills and knowledge to succeed. Companies should focus on providing employees with the opportunity to learn and grow, by offering training sessions and workshops on communication, teamwork, and leadership. Additionally, providing employees with access to online learning and development resources can help ensure they stay current on the latest industry trends.
This year we will launch PCG's ’Step Up’ programme, intending to enable outcomes through learning and development programmes. The workshops have been meticulously designed to help employees address real-life workplace challenges in effective communication, productive team management, appropriate use of digital tools & technology, and grooming & etiquette. We also encourages a weekly practice by employees across levels, creating short knowledge-sharing sessions relevant to best practices in public relations, marketing communications, social media, and visual communications.
Performance management is vital to creating a positive HR and culture environment. Companies should focus on developing performance management systems that provide employees with regular feedback and guidance. Companies should also ensure that performance reviews are conducted fairly and unbiasedly while allowing employees to voice their concerns and suggestions.
Our ‘Fast Track Programme' is our commitment to identifying, empowering, and rewarding performance excellence among deserving employees. It is an outcome-based offshoot of our Performance Management System specifically designed to equip employees with the necessary goals, skill sets, and discipline to promote themselves to the next higher role in their career journey at the company.
Diversity, equity, and inclusion are essential components of creating a positive HR and culture environment. Companies should focus on creating an environment where everyone feels welcome, respected, and included. This can be achieved by implementing diversity initiatives such as mentorship programs, diversity-focused recruitment practices, and unconscious bias training. Additionally, companies should ensure that they are providing equal opportunities and access to all employees, regardless of their gender, race, ethnicity, or religion.
At PCG, we take pride in hiring talent beyond the conventional criteria of academic specialisation and work experience. Individual capabilities and personalities can add meaningful value to any role. We encourage candidates from diverse backgrounds and situations (including returning mothers) to apply for our career opportunities. Employees are encouraged to speak their minds and share feedback/criticisms across levels to foster an environment of open communication, without any bias.
Once the strategies for creating a positive HR and culture environment have been identified, it is crucial to implement them systematically and consistently. This involves developing policies and procedures that reflect the organisation’s commitment to creating a positive HR and culture environment and providing ongoing training and support to ensure employees are aware of and understand these policies. Additionally, ensuring that all employees have access to the tools and resources they need to succeed and providing feedback and recognition when employees demonstrate the desired behaviours is essential.
Implementing these strategies is just the first step. We also need to ensure that our policies and procedures reflect our commitment to creating a positive HR and culture environment and providing ongoing employee training and support. Regular surveys and focus groups can help us measure the success of our efforts, and tracking metrics such as employee satisfaction, engagement, and retention rates can ensure that we're achieving our desired outcomes.
In conclusion, creating a positive HR and culture environment is critical for any organisation to thrive. We can create a workplace that promotes collaboration, innovation, and success by focusing on hiring and onboarding practices, employee engagement initiatives, training and development programmes, performance management, and diversity, equity, and inclusion. With this note, let’s promise to make employee experiences more memorable by focusing on adding more positive experiences to their tenure than days; trust me, the years of loyalty to your organisation will follow too.
When the whole world was locked away, many startups asked themselves how to reach their audiences? Suddenly, digital marketing was the way to go. But when the customer is distracted, stressed and doesn’t really want to be sold anything, how do you continue the conversation? How do you convince them about your credibility?
The world has seen a drastic shift in marketing methods over the last few months. The COVID-19 lockdown has made us question our approaches towards everything — including marketing. As many brands begin to venture into the world of PR, they are faced with critical questions on the direction to choose.
It always the right time to start PR. You are, after all, taking control of your story. And someone once said, if you do not tell your story, someone else will.
But there are a few critical questions to ask yourself before delving into this territory.
PR has suddenly gained a lot of attention in the post-COVID world. Public Relations is about communication — the most effective and highly valuable form of marketing.
Many companies of various sizes are creating PR campaigns. But the question we get asked most often is ‘how do we budget for a PR campaign’.
Effective PR requires time. It is a slow process and often the results are intangible until a certain point. Unlike digital marketing, you are unable to analyse how many clicks to your website an article generated, or where your audience specifically heard about you. That’s the nice part of it — your audience remembers you.
So how do you assign a budget for it? How do you set a timeline?
A PR strategy is driven by a clear understanding of where you want to go. So let’s explore the questions first:
Once you’ve defined these, think about who you are talking to. Your target audience is smart. They don’t want to be sold a product. They want to know who you are.
Lastly, how are you going to use this mileage? Remember that PR is about creating awareness about you, not selling the product. Have a plan to engage the customers who visit you because they are curious about you. Create conversations with them.
Now, assign the budget to the campaign and ensure you sustain your initial campaign for at least 6 months if not more. Give a chance for your campaign to work, for people to strongly remember who you are.
A beach. A laptop. Lovely sunset.
That is the kind of ‘remote working’ most of us would have loved.
But the COVID-19 pandemic has created more commonplace imagery for ‘remote working’. For many people, this is no longer a choice but an imperative given the pandemic lockdown and issues with commuting.
This new definition of ‘remote working’ or more accurately, ‘working from home’ creates many challenges for employees and the companies — especially in terms of productivity, maintaining the company work culture and of course, professional growth.
But this is a trend that is here to stay, and we need to adapt. A crucial factor in adapting is to ensure a balance between professional and personal responsibilities.
The Work Routine: It is always a better approach to follow your regular work routine to kick start a day. In the pre-COVID19 days, the day generally started with ‘getting ready for work’. Now that we are saving on the commute time, we are also losing the inclination to ‘get ready for work’.
Remember working at home means you become responsible for your surroundings. There are bound to be interruptions. Work them into your daily plan.
The Workspace
Stay Connected
Time Management
We do better work when we do not neglect our life needs and prioritize them simultaneously with our workload and personal space.
It is no longer enough to just be present on social media.
You need to really BE IN IT!
Every brand has at least a couple of social pages — Facebook, Instagram, LinkedIn, Twitter and maybe even on platforms like TikTok, Snapchat, etc.
The question, today, however, is not if you are present on social media.
It is about what you really are doing on it.
Most brands on social media use the platform to tell their audiences about themselves, their products, their employees. This is why they created the pages after all.
They were told that this was the primary way to talk directly to their target audience, talk about the products and little things that wouldn’t be written in the media and might go unnoticed elsewhere. So, the platforms were flooded with posts about the product, the awesomeness of it, price points et al. You get the point.
Which was great… if we were in 2015.
After all, those were somewhat the early days of social media (for serious brand communications) where more and more companies were joining the platforms, discovering what these things were all about.
With social algorithms changing and practically every brand present on social media, the platforms have gotten pretty chaotic.
In all this chaos, brands tend to forget that — Most people join social media to interact with their friends and with other people. Not brands. While it was interesting to see new products once in a while and discover new things, it soon got annoying when user’s constant stream of cute content from friends was interrupted with constant ads or posts about things that the brands thought users wanted.
Not so surprisingly, people soon grew bored on the sameness of content on social media.
And then began the content game…
That’s something you’ve probably heard (several times) as well — that Content is King.
And that you need to be pushing out a lot of content to be seen and heard. That the ‘algorithms’ works that way. You simply cannot stop posting.
Well… stop!
Social Media Isn’t Your Dumping Ground
Every second, there are apparently over 1,000 photographs(!!!) uploaded to Instagram, which is the 6th most popular social media platform by users in the world. In my opinion, that’s probably a low estimate. There are over 50 billion photographs already on Instagram.
But the most liked photograph on Instagram is the photo of an egg.
That’s right. An egg. This one -
The egg ended up getting 54 million likes in less than a week. It turned out to be a campaign about mental health.
The Egg proves that social media is not always about the fanciest content. Simple things work great, as long as you evoke the right emotions. 75% of buying experiences are directed by emotion.
Do your posts evoke a positive emotion that can be remembered?
A single good post can create the same impact as 50 generic posts. Or more.
There can be innovative, interesting ways to talk about your product, your company and stay in the mind of people. It is important to ‘know your people’ and what they want to hear from you.
Social media should be used to create conversations and memories. And you don’t really need a big budget to do that.
Opportunities Everywhere
Did you notice Spotify’s logo suddenly changed into a Good Day biscuit sometime towards the end of June?
The story began with a single tweet, which wasn’t even by the company — which led to the company changing its profile image on Twitter, with the tagline “even we can’t unsee it now”.
Britannia, the manufacturer of Good Day biscuits jumped in to grab a piece of the action.
Where did it start? Here:
Okay, these things don’t happen all the time. But then, you can create your own opportunities like KFC did back in 2018.
KFC’s fries are not the best. We know that.
Most brands shy away from criticism. But KFC took a bunch of tweets about its bad fries and starting promoting it.
And then, they used that to announce the launch of their new fries.
The campaign generated a massive 500,000 engagements online, and there was a seven-times increase in mentions of @KFC_UKI fries than the previous year. The offline print and display creative really caught the public’s attention, leading to the campaign being featured in mainstream UK news and sparking industry praise. Read the success story here.
But What If You Aren’t A Global Brand?
This is a statement I hear often — “We are not a global brand, so how do we gain such momentum?”
Interesting campaigns are not always by big brands. A ‘brand’ exists in the mind of your customer. And they became brands by focused, streamlined communications over time.
Social media has removed several hurdles that existed to create a brand. The tech brands we know and love — Apple, Microsoft, Facebook, Google Samsung etc — took decades to be known and established. Amazon took a little lesser time to become the giant it is today.
But think of the brands that you are surrounded with — OnePlus, Flipkart, Swiggy, Zomato — these are companies that took just over a decade or lesser to become household names.
There are several startups that are less than 5 years old and have a huge audience. What’s their secret?
It is not just about filling a necessity.
It is about how you communicate with your audience.
Communications is constant.
Some companies have the advantage of being pioneers and thereby owning the entire space. Some work in a cluttered, crowded space.
But as long as your communication strikes a chord, it doesn’t matter.
Case-in-Point: Swiggy’s StatEATistics report: Swiggy was launched in 2014, going up against FoodPanda, TinyOwl and a few others.
In 2016, Swiggy started releasing an annual report called ‘StatEATistics’ on India’s food ordering habits. While this helped create a whole lot of media stories, it also created interesting conversation points in social media. For instance, did you know Bangalore ordered biryani the most? For all our talk of eating healthy, did we really practice that when it came to what was on the plate?
Swiggy’s annual report has become a point of conversation since it was first announced. The report also helped them establish themselves as a ‘national player who knew what India liked to eat’.
The lines between social media and PR is blurred. It is just ‘communications’ — with the aim of creating great engaging content that creates an impact. Creating an impact helps you be remembered. And being remembered is what makes a brand.
Want to more know about how to make social media work for you? Drop us a line.
As we move into the world of COVID-19 and social distancing, brands have to reconsider their marketing strategies. The world has definitely changed, with perceptions and audience mindsets seeing a rapid shift.
Communicating with your audience is more crucial now than ever to stay connected to your audience. What you say, when you say it, how you say it and why you think it needs to be said is what establishes your brand’s reputation and perception.
It is also important to communicate about who you are through other sources. And of all the marketing & communications channels, public relations offers the best avenues with the highest ROI.
Creating a PR strategy for the first time can be quite an intimidating and overwhelming process, but also one that can open you up to insights about your own business and its stakeholders.
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Written by Aditi Kumar, Assistant Manager
In this blog, we will try to address the 5 things you need to keep in mind while you plan your PR strategy.
1. Think Long-Term
A PR campaign is not just about getting a story out there about you. Think about who and what you want your audience to know you as in the long term. Consider what your positioning is in the market and where you want to be. What is the message you want to convey to your target audiences?
Don’t just focus on selling a particular product or message. PR is the most cost-effective marketing tool and has the highest trust factor. It might be slow to show results, but they stay longer.
Think of a few years down the line and who you want to be known as when you work on your strategy.
2. Assign A Budget
PR is a continual process. A short-term campaign might fetch you some results immediately but it does not firmly establish the brand. Brand establishment comes with a good, sustained campaign that ensures your audience remembers not just you but what you stand for.
Set aside a budget for the year ensuring that the process can go on effectively and steadily, regardless of other influences.
3. Do Not Try To Measure Impact Based On The Number of Coverages
Most people try to measure the efficacy of their PR campaign by the number of coverages they get. But that isn’t really a true measure. Coverages are the easy part. Any good PR agency or professional can get you the numbers required pretty easily. However, ask yourself these questions:
4. If it worked for them, it doesn’t guarantee it will work for you!
Every brand is different — different USPs, different spokespeople, different positioning, different objectives, different stages in PR life-cycle. You are not your competitor and you do not want to follow the same thing that they did.
Your strategy has to be tailor-made for you. There is really no one-size-fits-all formula in PR.
You are unique and you need a different strategy.
This might also help you identify your PR partner. Choose the one that understands your brand and shares your vision.
5. Think Visual
Communications today has evolved beyond mere text stories and press releases. To communicate who you are, you need to really show the world your story visually. Embrace visual communications. Choose a PR partner or a visual communication partner who can design a strategy visually as well. And by this, we don’t mean someone who can do a video for you.
Your stakeholders are on many platforms and they are crowded. Identify the right mix of traditional PR and other marketing strategies, with a blend of visual communications.
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About The Author:
Aditi Kumar, Assistant Manager
January is a time for new beginnings, plans and looking at what you want to achieve in the year. 2020 began much the same way. A lot of exciting new plans, ventures and ideas. Many of these were expected to roll out from April 2020, as these strategies usually do. The beginning of the financial year, new budgets and exciting possibilities.
However, when we were planning for the year, most of us failed to consider a small news piece that was trending. We did not think, with all the advances in modern science, a pandemic would be possible.
The last time a pandemic struck the world, it was a very different place. The movement of goods and people was not as fast. Information sharing and flow were slower. Technology, the way we know it now, did not exist. Therefore, when COVID-19 struck, it was an eye-opener.
COVID-19 forced us to reconsider some choices we have made in the past. And the way we want to map our future.
The Changes In The Last Decade
Before we delve into how PR itself was changed by COVID-19, we need to look at the direction communications was moving in over the last decade.
Print media, which was always viewed positively in India, was on the decline in the rest of the world. In India, however, the mere growth of ads gave it the aura of ‘booming’. The real picture was slightly different.
The average price of a newspaper in India was about Rs. 4.00 between 2012 - 2015. The cost of running a newspaper? Much more. No publication could truly be profitable with just subscriptions alone. They needed advertisers to be profitable. And if advertisers found cheaper, easier ways to find their customer aka social media, why would they continue to invest heavily in print advertising. And if the advertisers plugged the plug on print advertising, how would newspapers and magazines truly survive?
The shift was already happening, even if not so obvious. Digital media was becoming a tad more popular and all it needed was more people to jump onto the bandwagon. There were a few challenges to this - primarily related to internet penetration.
In 2011, Facebook had about 25 million users in India. Active users had grown by 132% from Dec 2010.
Whatsapp, which was launched on Android in 2010, began to catch on in India as well. By 2013, Whatsapp had 20 million users in India. In 2020, India is Whatsapp's largest market, with many people considering it a 'source of news'.
Over 60% of people today get their news from 'social' media - be it Facebook, Twitter or platforms like Whatsapp.
Twitter, the conversation starter, took a little longer to get established in India. In 2015, Twitter accounted for a mere 17% of all social platforms in the country.
What we really needed was cheaper internet. One GB still cost nearly Rs. 100. People hoarded data and were more dependent on broadband at home. Why would you spend money to watch a video of 50 MB or more when you could wait to get home. You were connected but not truly.
And then Jio happened. September 2016 - a red-letter day in telecom across the world.
With Jio, the face of internet access changed forever. With the muscle power of Reliance, Jio offered nearly 6 months of free data and voice services, acquiring 16 million subscribers in Month One. By February 2017, a mere 5 months later, Jio had over 100 million subscribers. Bharti Airtel, the largest telecom operator, had 273 million subscribers at the end of March 2017.
Jio also created a ripple effect in the industry, compelling other telecom operators to drop their prices to stay relevant. Suddenly, almost every other Indian could access the internet - it cost as much as a packet of peanuts. With the advent of cheaper smartphones, and a network across the country - internet access for India was now a reality.
There were a few other interesting changes happening around the same time. Hotstar, the first OTT Platform in India, launched in 2015. Netflix entered India in early 2016. And Amazon Prime followed towards the end of the year.
True, much of this could read as people were watching more things online. But the underlying trend was about choice. Most of India is a ‘one television set’ - which means, content consumption was primarily oriented towards what everyone wanted to watch. However, with the availability of cheap data, people had a choice to get online and choose what they wanted to watch.
In a country that is starved of personal space and choice, suddenly people had the ability to choose what they wanted to watch even in a cramped room.
Additionally, with the growth of Whatsapp, Telegram and Sharechat, people could also share other content. Vox pop videos were becoming popular. Video bloggers were the new influencers. If you could say it via a video, you would. Every topic had a vox pop video.
By 2019, nearly 70% of the English-speaking audience in India accessed news mainly on their smartphones, via social media or search. A mere 18% accessed news directly through the portals. However, people over the age of 35 tend to mix it up - accessing both print and online news equally.
Changing News Formats
The growth of social media and changing patterns of news consumption impacted PR storytelling. In early 2018, while brands still wanted to be featured in print media, there was a growth in 'new media' formats and demand to be featured on these platforms. News consumption was high and people were not looking only towards newspapers or even just news websites.
Every news piece was dissected and disseminated in so many ways. Newspapers, Podcasts, Youtubers, bloggers, Micro-bloggers, other influencers, commentary pieces, video messages and so many more avenues!
Indians consumed a lot of news. As per a Comscore report, India is the second-largest online news consuming nation in the world, following China. But the amount of time we spent on a news website was minimal. Most people accessed news on their mobile devices, and they found their way to these news pieces through recommendations on social media.
Even as regional content began to gain prominence, video became a catalyst in news consumption.
The changes this caused in the media industry was not immediately noticeable - at least to the general onlooker. But the industry had noticed. Video players injected about $4-5 billion in content in 2017, an increase of 14% higher the investment they made in 2016.
So when we looked towards 2020, there was an element of video consumption included in our plans. Indians watched the most number of digital ads. So the digital advertising industry was betting big on this sector already. But in PR, not everybody looked at visual communications like we did at Pepper, but it would eventually be a trend.
Enter COVID-19
The first sign that something was seriously wrong was when a journalist declined to turn up for an event in a 5-star hotel in Delhi in early March 2020.
“There is a thing called coronavirus going around and it looks bad. And 5-star hotels are not safe places apparently,” the journalist said and chose to shift the interview to a telephonic. The journalist in question had always preferred a face-to-face interaction prior to this.
Incidentally, this was the same date when 22 cases were reported in Delhi.
The event in question had been planned more than 3 months ago and was in full swing. But the delegates were not too sure about attending and we completed the event wondering what was happening in the world.
A week after that, cases were reported all across the country and we decided to go remote from mid-March.
For most of us in PR, a phone, a laptop and a good internet connection were good enough to work, regardless of the location. But there is something inspiring about working in an office, with your team. The collaboration, ideation - all of that happens better when you are all together in a single place.
When the historic lockdown went into force, we are all home already, comfortable with the remote process.
April and May 2020 marked a remarkable change in the way things were perceived. Of course, we have to take into consideration the psychological impact of COVID-19 that affected work as well.
PR & Communications - both internal and external - had become more important than ever. How do you tell your audience what you are doing, how you are dealing with the situation? How do you reassure your employees that their jobs were secure? How do you retain investor confidence?
The entire world began to focus on Digital Communications and PR.
PR is not just 'media communications'. It engages all stakeholders - internal and external. PR consultants are the guardians of the brand.
And this role was never as sharply defined than right now. PR strategies encompassed broad planning for the ‘new normal’.
Spokespeople who had previously insisted exclusively on face-to-face interactions had to be trained to be comfortable on a video call.
If we had to sum this up, there were 3 changes that COVID-19 brought about:
Prior to COVID-19, many companies relied on the traditional formats of public relations - issue a press release, focus only on the number of coverages. These were looked at in silos - the impact of PR was measured primarily in numbers. No attempt was made to initiate social conversations and tailor all aspects of what you wanted to say.
With COVID-19, suddenly brands opened up to visual communications. A simple press release would not suffice to communicate the emotion or earn the trust required. A video message by the CEO would.
With the limitations imposed by the lockdown, and the pandemic itself, each industry had to adapt rapidly to the challenges and ensure that communications remained open.
We explore these industries separately in some of our later posts.
The third critical change in PR was the interplay between social media and PR. While the two domains often blur into each other, the relationship was enhanced by conscious interaction during COVID-19.
While media publications provide a much-needed third-party validation, social media helps add your own voice to it and share it with multiple stakeholders, and allows them to interact with you, building further conversations. It also brings together multiple voices, helping create a clear picture beyond mere statements on the company’s websites.
Are The Changes Here To Stay?
Consumer behaviour did change during the lockdown, but the stickiness of the same is a question. The pandemic has impacted the way we interact with others, our environment and our consciousness. Even as we begin to resume a normal routine, there are shades of influence from the pandemic, which would indicate that many changes would stay.
Some are related to convenience and some are related to fear of the pandemic. By the time the vaccine rolls around, these might be a part of our normal behaviour.
With regard to PR and media, many of these changes would have probably happened in the next few years - the timing was accelerated by the pandemic. The outcomes?
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About The Author:
Amulya Nagaraj is the Associate Director at Pepper Interactive Communications.
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