What 2014 holds for PR professionals?

One of the biggest trend in the industry seems to be inevitable equation of PR with digital or social media.

Digital media seems to be predominant in the western PR world, where the digital media professionals are trying to dabble into PR strategies. This may be alright for the western world, though I do not completely agree with this emerging trend, especially when we look at Public Relations function holistically.
Even PR Newswire in one of their articles on PR trends for 2014, limits itself to  "engaging digital audience with engaging content" as a major element.  Somehow the focus on print, radio, electronic, and outdoor has been pushed to the back burner, and has come to be known as "traditional" with digital, mobile and social channels ruling the roost.

• The major trend for me in the high-speed information exchange global network, imperative too, would remain the PEOPLE.  You may call them publics, stakeholders, targetted groups, and what not; it is the human element that would be the foundation of all communication.  The tools can differ to reach out to them. Yes, the technology is relegating today's reality into obsolence in a jiffy. It is time to go back to the basics of communication management, and review the fundamentals.  
• For people living in under-developed and developing countries, the information needs to be interpreted to them and involve them for their own benefit and convenience.  Therefore understanding their needs and aspirations is the key to the success of any communication. 
• Secondly, we are crying hoarse about "engaging" the recipients of our messages through lively content.  The "message" had always been the key element in a successful and effective communication process.  Yes, the PR practitioners need to upgrade their skills and expertise in understanding the technological strengths and weaknesses of various digital outlets and develop content according to the channel for communication being used for delivery of the message. The diversity of social media has made it imperative to develop content appropriate to the channel being used and understanding whether it is ultimately reaching the targetted audience or not. 
• Thirdly, the outcome of a PR exercise or a communication campaign would be another emerging trend.  No longer the popular measurement tools would suffice. The corporate especially are looking at RoI on each spend on communication, and tangible impact, which is possible only if the PR fraternity moves beyond the myopic selection of media to spread their message.  A campaign needs to have holistic view of the communication issues at hand and how this is going to impact the thinking, and the lives of the people involved. 
• Lastly, but not the least, it is time for the professional bodies to actively engage themselves in upgrading and standardising the academics, research, continued training, and accreditation.  The professional practitioners would have to come forward to
  demand for it in order to achieve excellence for the PR profession, and have a talent pool of practitioners.

As we move into 2014 in a few hours from now, let us contribute to the success of PR movement.

What are the new PR Trends for 2014?

One of the biggest trend in the industry seems to be inevitable equation of PR with digital or social media.  Digital media seems to be predominant in the western PR world, where the digital media professionals are trying to dabble into PR strategies. This may be alright for the western world, though I do not completely agree with this emerging trend, especially when we look at Public Relations function holistically.
Even PR Newswire in one of their articles on PR trends for 2014, limits itself to  "engaging digital audience with engaging content" as a major element.  Somehow the focus on print, radio, electronic, and outdoor has been pushed to the back burner, and has come to be known as "traditional" with digital, mobile and social channels ruling the roost.

• The major trend for me in the high-speed information exchange global network, imperative too, would remain the PEOPLE.  You may call them publics, stakeholders, targetted groups, and what not; it is the human element that would be the foundation of all communication.  The tools can differ to reach out to them. Yes, the technology is relegating today's reality into obsolence in a jiffy. It is time to go back to the basics of communication management, and review the fundamentals.  
• For people living in under-developed and developing countries, the information needs to be interpreted to them and involve them for their own benefit and convenience.  Therefore understanding their needs and aspirations is the key to the success of any communication. 
• Secondly, we are crying hoarse about "engaging" the recipients of our messages through lively content.  The "message" had always been the key element in a successful and effective communication process.  Yes, the PR practitioners need to upgrade their skills and expertise in understanding the technological strengths and weaknesses of various digital outlets and develop content according to the channel for communication being used for delivery of the message. The diversity of social media has made it imperative to develop content appropriate to the channel being used and understanding whether it is ultimately reaching the targetted audience or not. 
• Thirdly, the outcome of a PR exercise or a communication campaign would be another emerging trend.  No longer the popular measurement tools would suffice. The corporate especially are looking at RoI on each spend on communication, and tangible impact, which is possible only if the PR fraternity moves beyond the myopic selection of media to spread their message.  A campaign needs to have holistic view of the communication issues at hand and how this is going to impact the thinking, and the lives of the people involved. 
• Lastly, but not the least, it is time for the professional bodies to actively engage themselves in upgrading and standardising the academics, research, continued training, and accreditation.  The professional practitioners would have to come forward to demand for it in order to achieve excellence for the PR profession, and have a talent pool of practitioners.

As we move into 2014 in a few hours from now, let us contribute to the success of PR movement. 

TiE Newsletter

How does it matter to me?

"How does it matter to me?" or in chaste Panjabi it is often remarked, "Kee farak penda hai?" or even when some of the manufacturers, businesses or service providers are confronted with the short-cuts being deployed in their processes, they would quitely quip, "Sanoo kee" (What to me?).

We confront this issue in Indian businesses day in and day out, the reason it gets a beating in the international markets, and even now are facing the flak from the global MNCs operating within the country who continue to have an edge over local trade and business because of the quality and reliability that they offer.

It is time for the Indian businesses and trade to look beyond their own immediate benefits or profits and take care of the ultimate user of one's products and services by building trust for their brand.

More often than not, the PR agencies everywhere are asked to project a 'good image' of the organisation or its brand, and ensure editorial coverage in media.  And invariably, many of the agencies get into action of pursuing the media persons with their releases to get space, without double-checking the authenticity of the organisation's claims.

In order to meet the global competition, to scale up their own operations and capture newer markets, the mantra is standardisation.  And it is high time that the industry understands it in case it wishes to be a part of the positive change that everyone wishes to bring about of 'India Shining' or that of 'Incredible India'.

But why standardisation? The standards do not mean getting an ISI mark on a product.  It does not mean establishing norms of operations.  Standardisation is a process of self-discipline, a conscious attempt to understand the impact of the product/services on direct consumers and the public or the world at large.  Standardisation means being conscious of one's social responsibility and ensuring that your products or services are safe, reliable, and trust-worthy.  And that is the first step towards creating a great exciting brand.

When the world is engaged in combating environmental issues, energy efficiency, efficient management of resources, and portability of products and services anywhere around the globe, easing the lives of the people, in short, looking for overall positive change, the standardisation is the key, as the International Standards Organisation is focussing this year on the World Standards Day theme, "International Standards Ensure Positive Change".

This change, as Mahatama Gandhi said, begins with us: 'Be the Change that You Want to see in the world',  Because everything that we do matters to someone, somewhere.