AI has given a new life to Public Relations: Rahul Tekwani

Branding Edge is a creative strategy communication agency, a creative shop, a digital agency, and a reputation management firm rolled into one. The agency comprises a team of researchers, media strategists, storytellers, and engagement experts who meet clients at the intersection of business, communications, and creativity. Branding Edge creates an atmosphere of inspiration that attracts forward-thinking people and inspires greatness.

In an exclusive interaction with Adgully, Rahul Tekwani, Managing Partner, Branding Edge Strategic Communication and Advisory LLP, speaks specialising in reputation management, how AI is transforming PR, building trust with influencers, and more.

Please tell us about the journey of Branding Edge? What sets it apart in the world of creative strategy communication?

Branding Edge was launched with the idea to bridge industry gaps. Over the past three years, we’ve evolved into a highly individualised, data-driven, and consumer-centric strategic communication outlet. Recognising the limitations of a one-size-fits-all approach, which clients were or are still facing, we’ve shifted our focus to deeply understand clients, their business, their unique requirements, and their target audiences. At our core, we rely on data-driven decision-making and a commitment to tailoring strategies to each client’s needs. Instead of applying a uniform approach, we prioritise crafting specific and targeted messaging that aligns with our clients’ diverse journeys, agendas, and creative styles.

We also acknowledge that in today’s landscape, everyone is hyping so much on storytelling without understanding the medium through which they want the story to be distributed, which is why our approach involves a deep understanding of both the story and the channels through which it is conveyed, ensuring a seamless and effective communication strategy.

Public Relations is a dynamic field. What recent trends have you observed that are shaping the PR industry, and how is Branding Edge adapting to them?

At Branding Edge, we no longer use the term “PR”; instead, we specialise in reputation management. Public relations is just one component of this broader field. In reputation management, we’ve noticed a significant shift beyond merely crafting stories; it now involves mastering the various channels through which information is disseminated. With the proliferation of communication channels, from digital media to traditional media, a sophisticated strategy is essential. Our company takes pride in our ability to navigate these diverse platforms effectively.

One significant trend that we’ve been working on and investing heavily is in the necessity for real-time adjustments. In today’s fast-paced information age, being a channel expert is crucial. Timing is just as important as the content itself. For example, if a company announces news in the evening through traditional PR methods, it may only reach newspapers the following morning and television even later, since it must go through journalists the next day. However, in today’s world, news needs to have an impact before sunrise. This is the expectation of companies from their strategic partners.

Adaptability is our guiding principle. We stay ahead by monitoring unfolding news, making real-time adjustments, and selecting the most effective channel for immediate impact. This process involves continuous refinement and aligning our approach with the changing patterns of news consumption to ensure that our clients not only remain relevant but also lead the conversation in the dynamic realm of reputation management.

How has PR evolved in recent years, and what key strategies do you believe are essential for businesses to succeed in today’s competitive market?

I think AI has given a new life to PR and it will evolve the way our industry shapes up in coming 4-5 years. The field of Public Relations was becoming a one-sided pony and the transformation was slow. Today’s PR landscape requires expertise not only in creating content, but also in disseminating it quickly. It’s a race where being the first to act gives you an advantage, and this is where the fusion of human and AI-generated content becomes crucial.

Today, success depends on your ability to produce relevant content and strategy rapidly. The combination of human insights with the efficiency of AI, known as the hybrid approach, positions businesses to seize the highly sought-after first-mover advantage.

Moreover, businesses must be skilled at adapting in real-time, taking advantage of the ever-changing media landscape to stay ahead of their competitors. The ability to provide meaningful content within hours has become a fundamental aspect of navigating the modern PR landscape.

Influencer marketing has gained significant traction. What advice do you have for brands looking to collaborate with influencers, and how can they ensure authenticity in their partnerships?

It is crucial for brands to adopt a creator’s mindset rather than just partnering with them. They should fully embrace the improvisation and authenticity that creators bring to the table. Unlike rigid planning cycles, creators thrive on a fresh start each day, promoting a culture of spontaneity. This shift away from strict schedules encourages brands to be agile, timely, and responsive.

Building trust with influencers is essential for successful campaigns. To ensure they resonate with your target audience, utilise auditing tools. Dive into their performance metrics and assess the authenticity of their previous collaborations. Work closely with influencers on content creation to foster a collaborative environment that captures your brand’s essence, while empowering the influencers themselves. Promote interactivity to enhance engagement by allowing influencers to genuinely connect with their followers during your campaigns, facilitating a mutually beneficial partnership.

Data-driven marketing is becoming increasingly important. How can businesses harness data and analytics to make informed marketing decisions and optimise their campaigns?

Data has become an invaluable asset for businesses in the digital era. Failing to adopt data-driven strategies can expose companies to the risk of underperforming marketing endeavours. At times, marketers may find themselves trapped in an isolated bubble, resulting in the creation of ineffective campaigns. This detachment from the brand’s target audience’s perspective can lead to misguided marketing decisions.

To address this, brands should employ real-time data analytics to promptly fine-tune marketing campaigns based on ongoing performance. They should also stay updated on industry trends, market shifts, and consumer preferences through continuous market research and competitive analysis. Furthermore, fostering collaboration among marketing, data analytics, and customer service teams is essential to ensure a comprehensive grasp of customer insights.

With the rise of e-commerce and digital platforms, what strategies do you recommend for brands to enhance their online presence and drive sales in the digital space?

To enhance their online presence and drive digital sales, brands should prioritise emotional engagement, fostering communities, and staying relevant. Millennials seek genuine connections, so brands must avoid intrusive ads and create emotionally resonant content. Building a loyal online community involves active engagement, user-generated content, and online events. Staying relevant by aligning with current trends and issues demonstrates a brand’s understanding and commitment. Leveraging relevant content and data-driven insights can further boost a brand’s digital success. Ultimately, these strategies create authentic connections, trust, and customer loyalty, driving increased sales in the digital space.

Content marketing is a buzzword in the industry. Could you share your insights on creating effective and engaging content that resonates with target audiences?

Creating captivating content in today’s digital landscape begins with a deep understanding of your audience. Quality over quantity is key; craft valuable, well-researched pieces that address specific needs and preferences. Incorporate storytelling to engage emotionally. Consistency builds trust, while visual elements enhance engagement. SEO optimisation ensures discoverability, and interactive content fosters engagement. Stay updated with industry trends, measure performance, and adapt. Encourage feedback for continuous improvement. Effective content marketing is about delivering value, and by adhering to these principles, you can resonate with your target audience, building brand authority and lasting connections in the process.