Beyond the headlines: National PR Day spotlights India’s dynamic PR landscape

National PR Day in India is a celebration of the vibrant and evolving field of public relations (PR) that has significantly shaped communication strategies over the past three decades. Initially rooted in journalism principles, PR in India was primarily focused on securing media coverage for brands. However, over time, the industry has evolved into a sophisticated discipline centred around relationship-building, strategic messaging, and audience targeting.

The COVID-19 pandemic has accelerated the digital transformation of PR, with news consumption shifting predominantly to digital platforms during lockdowns when print newspapers were inaccessible. As digital and social media become increasingly integral to content consumption, PR professionals and corporate communicators are transitioning from a reliance solely on media relations to a more strategic and omnichannel approach.

Following the pandemic, the significance of PR has expanded significantly, with communication professionals now integral to strategic discussions in the boardroom. They play a crucial role in enhancing the visibility of senior management, particularly the CEO/MD, as the brand’s public face. Additionally, Corporate Communication has evolved into a versatile, insights-driven function, facilitating multi-specialty outreach, and demonstrating agility across various disciplines. In today’s dynamic environment, the lines between traditional outreach, video production, event development, brand marketing, media planning/buying, content creation, and influencer strategies are blurring. PR practitioners must adapt to these changes by embracing technology and staying abreast of trends to effectively shape messaging, engage with audiences, and drive results.

The communication industry has undergone a profound transformation, driven by the widespread availability of data, the expansive reach of the internet, and the proliferation of smartphones. Understanding the nuances of social media and digital media is now imperative for PR practitioners. Each social media platform has its merits, reach, and limitations and tailored approaches are essential for effective communication. For instance, videos and creatives perform better on LinkedIn and Twitter, garnering more engagement and organic amplification. Furthermore, the emergence of new-age content creation has revolutionized communication strategies. From authored articles to blog posts, LinkedIn updates to tweets, and Instagram posts, brands are exploring various formats to engage with their audience effectively. Tools like Facebook Live, Instagram Live, podcasts, and Twitter chats are gaining prominence, offering new avenues for engagement. However, creativity and content remain paramount in communication. Social media is not merely a broadcast channel or a sales tool but a platform for building relationships and fostering authentic dialogue. Authenticity, honesty, and open communication are key principles guiding PR professionals in navigating the social media landscape.

In the realm of traditional media, rigorous editorial processes ensure the credibility and authenticity of content before it reaches the audience. Print media maintains its stronghold in delivering highly curated columns, op-eds, and mainstream reporting, upholding its reputation for reliability. The digital landscape presents both opportunities and challenges. While digital platforms offer immense potential, they also harbour risks such as unverified user-generated content and the spread of false information through forwarded messages. Despite these drawbacks, digital media has become integral to communication strategies, with a blend of earned, paid, owned, and shared media channels. A significant shift in communication strategies is the increasing reliance on digital outreach and social media. Brands are leveraging platforms like YouTube, blogs, and social media influencers to precisely target their audience and enhance the effectiveness of their messaging. Short-form videos have emerged as a powerful tool for engaging audiences and conveying impactful messages.

Communication professionals are assuming the role of change agents, facilitating ongoing transformation in the industry. Embracing change is essential in adapting to evolving trends and staying relevant in a dynamic environment. By embracing innovation and keeping pace with the changing times, communicators can leverage time as a catalyst for positive change.

The communication industry is witnessing a convergence of traditional and digital approaches, with communicators leveraging a mix of media channels to effectively engage audiences. Embracing change and leveraging digital tools are essential for staying competitive and driving impactful communication campaigns in today’s rapidly evolving landscape.

Looking ahead, technology will continue to play a central role in PR practices, facilitating communication, analysis, and engagement. However, the human element remains essential, as PR professionals must leverage technology to enhance their creativity, storytelling, and relationship-building capabilities.

National PR Day in India celebrates the evolution of PR from its roots in journalism to a multifaceted discipline encompassing digital media, social engagement, and strategic communication. As the industry continues to evolve, PR practitioners must embrace innovation, creativity, and authenticity to effectively connect with audiences and drive meaningful impact.

About the author:
Bhaskar Majumdar, Head – Marketing Communications, CSR and Digital, Egis – India and South Asia