Just back from #PRAXIS6 hosted in the Pink City, which was designed to converge all aspects of communications together so that the community can learn, share and be inspired.
And, #PRAXIS6 had us enthralled in the ‘C’ circle. The integration of Content, Creativity and Community, which encircled the theme – Beauty of Communication.
Every year, we have watched this unique gathering honoring a new generation of storytellers, while rewarding the brands, firms and craftspeople to lead the way. It was no different this year. “PRAXIS6 exceeded expectations, and is by far the best networking event for the communications business in India. The number of new faces took me by surprise,” observed Aseem Sood, CEO, Impact Research & Measurement.
It was celebrating innovation, creativity and effectiveness in brand storytelling, with a difference. Sunanyna Malik, MD, Text100India and Senior VP, Text100 APAC pointed out that she noticed a “good mix of thought-provoking sessions. A rare blend of discussing issues that are affecting us locally plus bringing in global, industry-relevant perspectives in a good framework”.
So, all the intellectual churning that happened during the eventful two days, there were certain learnings that remain embedded in our minds.
Here are six takeaways from #PRAXIS6:
- Create a culture of creativity
The need today, is to create this creative culture. Leaders across industries, geographies and cultures are recognising the need to, “think different” – as Steve Jobs put it. Effective leaders create an environment in which everyone becomes more creative. It’s important to make creativity, a business priority. The ultimate goal, is to increase the creativity of everyone in the organisation – for that is the best way to meet key challenges, capitalise on opportunities and achieve all business goals.
- Each milestone is a destination
Milestones are no longer miles away. With each milestone, keep the focus on your destination. And, today the destination is getting closer. There is no luxury of looking at long-term milestones. This is not the time to set up milestone after milestone along the journey. Because the destination is here and now. And, we have to take this in our stride, and make the best of it.
- AI is here to stay
Artificial Intelligence (AI) is changing our lives. With the emergence of “synthetic realties”, how will we be going ahead and sharing experiences through VR and AR? AI is hot and happening now, there is still a lot of room to build “smart” tools that can benefit the communications environment. We see a future where AI will help identify the real influencers – and by monitoring their conversation, it will help communications people understand trends, shifts and shocks in the narrative of the stakeholders. Once this becomes operative, we won’t be able to think of public relations or crisis communication without it.
- Digital is King
Digital transformation is must for all of us in PR. Make sure your digital presence is easily and quickly identified by the public. Consumers are now turning to Social Media for pre and post purchase support, questions, reviews and much more. The easier, faster and more simple you can make your Social Media channels to be accessed by consumers, the better it is for brands.
Digital PR is a tactic used by brands to increase their online presence through building relationships with key stakeholders to increase a brand’s reach and visibility.
- Crisis is the new normal
While managing in the turbulent times, crisis has become the new normal. As we see around us, everything is explosive, unsure, irrational. Instead of getting browbeated by crisis, we should be more agile and adapt to critical situations, developing resilience. For only then, can you master the situation, and continue with the brand story.
- Celebrate failure
Failure is not the end of the road. The failure of an intelligent idea does not doom the future; it does not deter stakeholders like investors from believing in ideas. Celebrate failure and then look at ways to take the brand story forward.
So, these were some words of wisdom that emerged. In fact, Manas Mrinal, Co-Founder Skateboard Media noted that “over the last 6 years PRAXIS has become a platform for gathering insights and knowledge, meeting friends and colleagues and, most importantly, the community celebrates as one team”.
One could not rule out the Millennials here. Bhavna Bhatia, Manager PR Services, Value 360 observed that more cross-team activities like games, would have added to the fun; and more campaign exposure would have built the learning curve even further.
Besides bringing together some of the finest minds from India and global businesses, who showcased and discussed the great work that Public Relations profession is doing across platforms and countries, Manas underlined the fact that year on year more and more consultants are coming together to be part of this unique conclave and, we are all already looking forward to PRAXIS7 being bigger, better and more exciting.
Here’s looking at PRAXIS7.