Policy Rollercoaster: Can Your Company’s Communication Keep Up in India?

India’s public policy landscape is undergoing a dynamic transformation. With a burgeoning economy, a young and tech-savvy population, and growing global influence, the country’s policy priorities are rapidly adapting to the demands of the 21st century. This dynamic environment presents both challenges and opportunities for corporations operating in India. Effective communication strategies are crucial for navigating this evolving landscape.

Several key trends are shaping the evolving public policy scenario in India. Here are a few to consider:

• Focus on Inclusive Growth: Bridging the gap between India’s economic growth and social development is a major policy focus. Policies are being formulated to address issues like poverty, rural development, and skilling the workforce which businesses in India should be aware of.
• Digital Transformation: The government is actively promoting digital adoption across sectors. Initiatives like “Digital India” aim to leverage technology for improved governance, service delivery, and financial inclusion.
• Sustainability and Climate Change: India is taking a proactive stance on environmental issues. Policies promoting renewable energy, energy efficiency, and mitigating climate change are gaining momentum.

These evolving policy priorities can pose challenges for corporate communicators. Here’s how:

• Regulatory Uncertainty: Rapid policy changes can create uncertainty for businesses. Communicators need to stay updated on the evolving regulatory environment and anticipate potential impacts on their operations.
• Increased Stakeholder Scrutiny: With a growing focus on social responsibility, corporations face heightened scrutiny from various stakeholders such as consumers, NGOs, and the media. Communicators need to demonstrate alignment with national priorities and a commitment to positive social impact.
• Shifting Communication Landscape: The rise of digital media demands a more transparent and two-way communication approach. Traditional methods of media outreach need to be complemented by active social media engagement and audience-centric content creation.

However, these evolving trends also present significant opportunities. Here are a few examples:

• Building a Strong Social Purpose Narrative: Companies that demonstrate a genuine commitment to social issues and contribute to national goals can build stronger relationships with stakeholders and enhance brand reputation.
• Promoting Innovation and Sustainability: India’s focus on innovation and green technologies presents an opportunity for companies to showcase their contributions in these areas. Communicating innovative solutions that address national challenges can be a powerful differentiator.
• Leveraging Digital Platforms: Digital media provides a direct channel to engage with stakeholders and build trust. Communicators can leverage social media platforms to share company stories, initiatives, and engage in open dialogue with audiences.

Navigating the Landscape: Tips for Corporate Communicators

Here are some key considerations for corporate communicators in India’s evolving policy landscape:

• Develop Deep Policy Insights: Stay informed about policy changes that could impact your business. Regularly monitor government websites, media reports, and industry bodies for updates.
• Align with National Priorities: Frame your company narrative around how your operations contribute to national goals. Highlight initiatives that promote inclusive growth, sustainability, or digital transformation.
• Embrace Transparency and Dialogue: Build trust by proactively communicating your company’s stance on relevant social and environmental issues. Engage in open and transparent dialogue with stakeholders.
• Utilize Data-Driven Communication: Use factual data and credible sources to support your communications. Data allows you to quantify your company’s social impact and showcase its positive contributions.

In March 2023, Netflix announced a policy change that would charge users extra for sharing their passwords with people outside their households. This decision was met with significant criticism from customers who felt it was unfair and went against the company’s previously relaxed approach. Within days, Netflix backtracked on the announcement, acknowledging the negative feedback and stating they would explore other ways to manage account sharing. This example highlights the importance of customer feedback and how quickly companies can be forced to adapt to today’s online environment. Read more

India’s public policy landscape will continue to evolve at a rapid pace. Corporate communicators who can adapt their strategies to this dynamic environment will be well-positioned to navigate challenges and capitalise on opportunities. By fostering a deep understanding of policy priorities, embracing transparency, and aligning their communication with national goals, communicators can play a key role in shaping public perception and securing their company’s success in the evolving Indian market.

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

Jyotsna Nanda Dash

A seasoned Corporate Communications strategist with over 23 years of experience in leading reputation management initiatives for prestigious organizations. Proven ability to navigate diverse projects and campaigns across global geographies, demonstrating expertise in aligning communication strategies with overarching business goals. Collaborative approach with global marketing, corporate communication, digital, and CSR teams. Recognized for crafting compelling narratives that elevate organizational standing within the industry and society at large. Consistent commitment to delivering excellence in the dynamic field of Corporate Communications, to make an impact.