HOW PUBLIC RELATIONS HAS CHANGED

The intermediary is no longer relevant to get your message out.

What you need is a platform that has your target audiences. In PR terms stakeholders.

In my early days as Head of Corporate Communications I would do media rounds.

I had to build what was called Media Relations.

‘Reputation’ is one of the most critical assets for an organisation.

Negative media coverage could damage reputation with serious repercussions.

A positive Brand image with stakeholders was essential for business.

And thus intermediary media played an important role.

The media was more accessible to large organisations.

Media coverage by a third party was more believable than advertising.

The world has changed.

1. The intermediary has been replaced by digital platforms.

2. Digital platforms are accessible to anyone, even a one person business.

3. You can get your voice heard , anyone can on digital platforms.

4. The new Digital media has given a rise to a new breed – The influencers.

5. The control has shifted to the consumers, they decide the content they consume.

6. Content is consumed Digitally , mostly on mobile.

7. Digital media is on 24×7.

8. Reputations can be built and damaged rapidly .

9. A newspaper article can get dated , forgotten. On Digital media every thing that is out there stays , forever.

10. Online Feedback and Review is a powerful tool for customers to voice their opinion on Brands , Products and Services.

11. You can build Brand presence by being strategic and consistent .

12. In the Digital world 80% of the content consumed is video.

13. Audiences have switched off from interruption marketing.

14. In the Digital world audiences consume Entertainment, Stories , Information, Education.

15. In the Digital world it is easy to measure impact unlike traditional print media PR .

With these changes Traditional PR agencies are no longer relevant.

Traditional Advertising agencies are no longer relevant.

Traditional Corporate Communications is no longer relevant.

Reinventing needs a mindset shift.

It is not just a title and role change.

I have been helping small businesses to build their Brand presence with good success.

The direct outcome is Business besides building long term brand.

I find many large organisations are slow to move .

What is stopping change is being in comfort zones .

Guarding the turf , surviving will no longer sustain. Sooner or later your game is up.

The time to change is NOW. What is your opinion?

Sanjay Mudnaney

Marketing Strategist

HOW PR HAS CHANGED

Traditionally news and views covered by media influenced public opinion which was largely print followed by television .

Today public opinions are formed on social media and the action is rapid . All stakeholders, clients , employees , shareholders , prospective clients , prospective employees, community are now spending a lot more time in the digital world.

It is easy today for almost anyone to become a broadcaster and not depend on the intermediary news channels to carry their story.

Similarly it is easy for stakeholders to get their voice heard and spread on social media .

This is reputation on the edge 24×7 , before you know it news can get viral and damage brand reputation.

Mass media has been replaced with intelligent targeted media communication on social media . One can build engage and convert tribes to fans.

Digital reputation is built around Good authentic Storytelling aligned to the brand message.

Educating , Inspiring and Informing your tribes on social media is all the more essential today.

Most of the content consumption on the internet, almost 80% is video content .

Is PR ready for this change ? Having led Corporate Communications in a leading IT company and then at a startup I founded , I noticed agencies struggle to understand the new medium.

At Crow Tales the digital storytelling company I co founded , we could build brand reputation for our clients and also help them drive business with authentic visual storytelling and education.

This change is not about just adding digital as a division or recruiting a digital marketing team but completely rethinking PR in the age of fake news and deep polarisation.

There is a shift of public opinion favouring more humane organisations, sensitised to sustainability and community issues .

Consumers are more inclined to reward organisations that have profit with purpose at their heart and do meaningful business.

For example how Organisations acted in times of COVID reflects on how public would see them going ahead . How they treated their employees, partners and how they supported the community in these most difficult times will definite their character.

It is time for Brands to tell stories of hope , of a better future by connecting with stories of good .

As a digital storyteller I am excited about the future of marketing and PR are you ?

Sanjay Mudnaney

#passionproject