The Future of Public Relations: Top trends shaping the business

With the Public Relations profession rapidly evolving in India, there are several new trends and opportunities for companies that can be used to make a meaningful impact on consumers. With the popularity of digital channels, customer engagement is becoming more important than ever, and PR strategies must be tailored to reach customers on the most impactful channels. Companies today are more demanding and are looking for unique and effective PR strategies and campaigns to get the right message across to their target audience. These trends will shape and drive the growth of the PR profession in the future, so we need to be prepared.

Emphasis on digital channels: In the past few years, digital channels have become a major part of the PR profession in India. Companies are now increasingly leveraging digital channels such as social media, websites, and blogs to reach their audience. In 2023, digital channels will continue to be an important part of the PR landscape in India. Companies should focus on creating content that is engaging and appropriate for the channels they are using, as well as understanding the analytics of their campaigns.

AI to transform PR: Artificial Intelligence (AI) is advancing rapidly, and it’s changing the way we communicate online. OpenAI’s Chat GPT is a powerful tool that can transform how we interact using language models. In 2023, AI has the potential to revolutionise the public relations profession- from content creation to personalising audience experiences and tracking media coverage more efficiently. This enables them to customise their messaging effectively. In the coming year, businesses are expected to embrace this technology to create innovative content tailored for a digitally focused target audience.

The rise of influencer marketing:  In India, influencer marketing is becoming an increasingly popular way to reach out to a large audience, as well as build trust in a product or service. Companies should focus on finding influencers that align with their brand’s values and target the right audience. Lately, companies have started to work with not only popular but “authentic” social media personalities to promote their products or services and even narratives.

Emphasising quality: As businesses adapt to evolving trends, PR professionals in the Indian market must elevate their strategies and focus on creating high-quality content to compete globally. PR experts need a more refined approach to crafting narratives that resonate with both the media and the target audience, instead of traditional approaches like mass-pitching. In 2023, PR will play a pivotal role not only in online and digital media but also as an essential component of businesses’ overall marketing efforts, contributing to their growth and success.

Personalised public relations pitch: Tailoring PR pitches to specific journalists or influencers allows you to deliver messages that are relevant to their needs and clearly communicate the brand’s messaging. It avoids one-size-fits-all presentations in favour of presenting an eye-catching notion that is hard to overlook.  When proposing new sources, this helps to establish quick trust and credibility, as well as deepen the trust PR professionals currently have with media outlets and experts.

The media landscape is ever-changing, and we could see more use of digital media. Also, there is a growing need to upskill the workforce and equip them with the skill sets and tools to operate in a digital PR ecosystem. Incorporating this will help companies to connect with their target audience and build brand awareness and reputation in an increasingly connected world. The need of the hour for brands is to carve new social media strategies and be more innovative in their media approach.

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

Amit Sharma
Amit Sharma, DGM – Corporate Communications & Head PR, Havells

Communications professional with over two decades of experience in marketing and brand development for Fortune 500 companies and government. As the DGM- Corporate Communications at Havells India, his role involves strengthening the company's brand image. Working closely with 22 different business verticals, Amit is responsible for executing strategic PR initiatives. Through successful utilization of media relations, social media, and engaging with influencers and stakeholders, Amit has significantly increased brand’s media presence over the years.

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