Futureproofing Public Relations: Storytelling remains the Soul of the Profession

Public Relations is a dynamic profession which demands the highest level of agility and adaptability. The past two years of the COVID-19 pandemic and subsequent worldwide lockdown were a thriving time for the PR and Communications professionals in terms of innovation and creative storytelling. There are so many digital tools available to enhance the campaign efficiency and impact; the core of message still lies in storytelling. As we move forward and embrace more data-driven and technology-led approaches, the future of PR will be shaped by innovations in storytelling. Hence, PR professionals will need to learn the art of storytelling and train themselves to be seamless with various platforms and formats of powerful storytelling. 

With the advent of influencer marketing, creator economy and social media, the ways of storytelling have changed, but a strong emotional appeal is still a triumph for the campaign’s success. Campaigns with emotional appeal and human touch garnered traction during the pandemic, and the trend continues to date. Brands have also understood the power of emotions in storytelling; hence, they are leveraging the potential of impactful stories in brand building. The future PR will be shaped by such stories, which will be able to connect with the masses and leave a long-lasting impact. Hence, PR professionals should look beyond press releases and media coverage and build customised content for the target audience. 

Language proficiency is non-negotiable in the field of communication. However, it is time to look beyond English and recognise the potential of regional languages and local dialects. People feel more connected when they converse in their native language. This trend is more visible in the regional news channels where media houses are experimenting with special bulletins in local dialects. This trend will also become evident in communications soon. Hence, PR professionals will require to gear up to upgrade their language skills beyond English.

Similarly, the rise of regional influencers from small towns is something brands cannot overlook. These influencers have an impact on their respective target audience. Brands can integrate influencer marketing in their storytelling strategy to reach out to less explored markets. In storytelling, the audience is also a factor to consider. Different audiences prefer to consume content in various formats. While the older generation prefers traditional media such as newspapers and long-format content, Gen Zs are more inclined toward short-format content. How we can present the same story in different formats and lengths will be the skill PR professionals will need to master. The beauty of the public relations field is that it is a constantly evolving profession, and PR pros will have to keep up with the changing industry dynamics. It is possible only when PR professionals and their respective companies/consultancies invest in skill enhancement and talent nurturing. 

To summarise, storytelling with regional touch created in different formats for a different set of audiences will be the core of public relations business in future. 

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Priyanka Pugaokar

Priyanka Pugaokar is a communications professional with expertise in internal and external communication, crisis communications, content generation and media relations. She holds over ten years of combined experience in communications and business journalism. She is currently associated with Rashi Peripherals Limited as Corporate Communications Manager and leads several strategic projects. She is an avid travel explorer. A lifelong learner, she holds interest in yoga, naturopathy, energy healing and crystallography.