If you have been working for the PR community for a few decades now, then the current scenario would look like a sea change of how things are done.
The most prominent of that being – news going digital. Be it reading newspapers in the e-format or just reading publications that only have digital versions. Infact, slowly and steadily a lot of households have stopped asking for their daily newspapers.
Does that bring up the oft-asked question: is print medium dying? Or can we flip it to say that we are enjoying this generation of digital publications!
No one needs to know that the benefits of digital publications in today’s internet era are humungous. Considering our brands get visibility beyond just one locality or region of the newspaper, it’s definitely an added advantage. And yes. there is lots of jubilant jumping, even today, if the brand is featured in the print as well as on the digital platform. Because in reality, if a brand from Chikmaglur gets visibility on a national platform, this is something we all crave, always.
These days with the e-commerce boom, a lot of packaged food brands aim to deliver across the length and breadth of the country. And this is being made possible through the traffic generated on the website or simply getting orders on any social media platform. In such a scenario, brands are happy being part of stories on the digital platform, because then their news can travel across boundaries or cities. Also, the fact that it helps brands share their story of being available nationally. This trend kickstarted with artisanal brands, but is slowly becoming a go-to route for a lot of packaged food brands, owing to digital media and affordable delivery partners.
As a PR professional, we need to gear up and enhance our skillset to cater to this new media. Actually, not new anymore, rather ever-evolving. Digital platforms need content far more often than others and do not have any space or word restriction. At the same time, one needs to capture attention with a simple headline or with the first para itself. Some features are read for their prose length, whereas some are dependent on the quick reading or snappier updates style. Hence, one needs to work around well with what should be written, in simpler words, how its pitched. Trends and ideas that work for us on a daily basis, are a good start. Ideas that can be applicable to anyone, anywhere are a definite win always. Brands want to share their story nationally and globally, and digital media is definitely helping them do that.
Buying jewellery has always been a personal experience, because we wear the jewellery we intend to buy and gauge what looks better. This or look at catalogues. That is until MirrAR came in the market. This new augmented platform allows customers to virtually try on jewellery at a store or kiosk, similar to what social media filters do. This simple process made it easier for jewellery brands to travel to various locations or be part of events, without worrying about physical and expensive inventory being carried along. And this idea, as well as the brand has been in news, especially because customers have been enjoying this virtual experience. Just a new perspective of how the digital era is helping us and why we need to sharpen our skillset.
Everything we learnt still applies for the digital era too – write what would interest the readers, take your brands (or clients) places so that you can fuel their growth story, stay local yet go global! Gear Up and know all that this era has to teach, so that we can prepare on how to make the AI era more human!
Building brands through story-telling is what keeps me going! Having spent 18years in this industry, I am far more excited to experiment on what's next to unlearn. Worked with industries across FMCG, Oil & Gas, Technology, Fashion, Telecom, Media House, F&B and now Sports, my curiosity to craft a narrative only gets deeper. Marathons, Black Coffee, learning about Scotch and Malts, reading everything i can, travelling, are few of other personal passions that I happily pursue.
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