Navigating the intrigues of PR in India versus other Asian countries

Public Relations (PR) is a crucial aspect of business strategy, especially in the current globalized economy. It involves reputation management among internal and external stakeholders, building and maintaining relationships between organizations and their target audience, including customers, investors, employees and the public at large. In Asia, PR is rapidly becoming a crucial component of brand-building practices. This article examines the Intrigues of PR in India versus other Asian countries, highlighting similarities and differences in approach.

The importance of Public Relations in Asia

The rise of PR in Asia has been propelled by increased globalization, intense competition, and the changing media landscape. PR agencies in Asia have grown to be more innovative and resourceful in delivering value to clients. The PR industry has played a critical role in building corporate identity, brand positioning, and reputation management.

In India, the PR industry has grown steadily in the last few years, due to an increase in the number of MNCs, a growing middle class, and increased internet and social media penetration. In contrast, countries like China, Singapore, and Japan have a more established PR industry with a more sophisticated approach.

Intrigues of PR in India versus other Asian countries

Media landscape:

The media landscape in India is much vast from that of other Asian countries. India has a vibrant media industry, comprising broadcast, print, and digital media. However, the media is fragmented, with a regional focus, and there is a high level of polarisation. While in other countries like China, the media is tightly controlled by the government.

Doordarshan, a government owned TV network reaches numerous viewers, along with All India Radio, which has a broad audience reach. These channels are even utilized by the Prime Minister to address the masses on occasion. While these rule radio and TV networks, print is led by private entities that run Dainik Jagran and The Times of India, most read Hindi and English newspapers in the country, respectively.

India’s has nearly 17,000* newspapers that reach over 400* million readers every morning. Burger Singh, a popular desi burger chain, has adopted a regionally focused PR strategy with 90% of their outreach being via vernacular media.

An interesting statistic is that Burger Singh receive an average of over 100** media appearances every month, highlighting the importance of media engagement for consumer brands in India’s vast media landscape.

Advent of influencers as one the most influential forces in PR for brands:

Influencer marketing has also gained significant traction in India, with social media platforms such as Instagram and YouTube becoming popular channels for brands to connect with potential customers. With over 700 million active internet users in India and 65% youth population, influencer marketing has become one of the most effective forms of PR for brands.

Influencer marketing has proven to be particularly effective in niche segments, such as fashion or beauty, where influencers can create an emotional connection with followers who share their interests. As the Indian market continues to rapidly grow, influencer marketing is set to become an even more critical force in PR for brands, helping them establish a strong presence in the competitive Indian consumer landscape.

Influencer outreach is included in around 85%** of client PR campaigns and has shown to be highly effective in terms of results. Healthians experienced great success when they utilized influencer outreach for their “breast cancer testing at home service,” as they received a substantial number of inquiries on the same day, even before the news was published in media outlets.

Cultural diversity:

India has a diverse cultural background, with differences in language, religion, and customs. This means that PR campaigns have to be sensitively crafted to resonate with the local audience. In contrast, countries like China have a more homogeneous culture, which makes it easier to create more standardized PR campaigns.

The challenges of reaching diverse and segmented audiences have never been greater, and practitioners in India are required to continually adapt to these evolving trends as the country boasts over 1.3 billion people, 22 official languages, and a myriad of cultural and religious identities.

An interesting aspect of our work is that we operate in over ten popular Indian languages every day. Translation of content is an active part of outreach. Also every region in an agency is usually led by an individual local to the region, who understands the language, customs and culture of the region to ensure effectiveness of campaigns. National and regional PR campaigns are also curated separately as sentiments, preferences and social norms change with almost every state.

Innovation:

Innovation in PR is increasingly crucial in today’s world, with the rise of social media and technology. Asian countries like South Korea and Japan have been at the forefront of integrating technology into PR campaigns. In India, PR agencies are swiftly adopting to emerging technologies and AI for better outreach and messaging.

An intriguing fact is that all of our teams have received training in AI tools for activities such as designing, social media, and evaluation. By incorporating new, emerging technologies on a daily basis, our teams are progressively increasing their efficiency. On the other hand, they have to understand how to reach out effectively to a mason in a village in the state of Rajasthan in India who may still just depend on his feature phone and newspaper. Bringing these vast ends together to weave a story for brands and deliver it with excellence, makes Indian PR professionals a tough cookie.

Frugality:

When compared to their Western counterparts, PR agencies in India tend to operate on tighter budgets. Although there are no notable studies on the topic, several factors contribute to this trend. One significant factor is the lower cost of living in India, including lower overheads and rents than in Western countries. This translates into a preference for efficiency and better ROI in PR campaigns rather than just flashy and expensive displays. Indian PR firms tend to work harder to deliver better results with fewer resources, which is a testament to their creativity and problem-solving abilities.

The frugal landscape has created opportunities for small and medium-sized businesses to leverage PR as a valuable marketing tool, and for PR agencies to specialize in niches and offer personalized solutions to their clients.

To provide an illustration, a starting budget of $1250 may suffice for a bootstrapped startup PR campaign. It is also becoming common for new startups to give up equity in exchange for effective PR services, as they understand the value PR brings to their reputation and business.

In conclusion, the Intrigues of PR in India versus other Asian countries illustrate the complexities and nuances of the PR industry in the region. While there are similarities in approach, each country has its unique cultural, social, and political environment, which influences PR strategies. However, a common thread is the critical role played by PR in building brand reputation and identity, and this will continue to be the case as the region evolves.

About the author:

Jagriti Motwani, Co-founder and Chief at Cha-Chi Communications