PR is getting more outcome-focused and delivering measurable results: Arneeta Vasudeva

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges, moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.

In this interaction with Adgully as part of the PR Conversation, Arneeta Vasudeva, National Head, PR and Influence, Ogilvy India, speaks at length about the evolution in the Public Relations business, key PR trends in 2023, the digital transformation taking in place in PR, and much more.

Please throw some light on integrated communications and the present and future of brands.

Traditionally speaking agencies have been working in silos driven by channel led solutions versus idea led direction. Today, as the lines have merged between earned, owned, and paid, the channels we offer matter less than the journey a consumer undertakes with a brand. It isimportant tocombine strengths of all functions in advertising, PR, digital and consolidate data/research to shape a central strategy or integrated thinking. The idea isto build a single point narrative.

Today, brands are looking to amplify their central message across touch points, and they are seeking more impact and KPI driven solutions that align with their business and marketing objectives. This is true for both consumer and B2B brands.

Additionally, to build a superior consumer experience brands are actively leveraging technology and data to personalise their communication and offerings. In the coming future we see technology advancements and changing consumer behaviour as the focal points based on which communication will be designed. Increased competition has also driven brands to continuously adapt and differentiate themselves to remain relevant and memorable.

Today, digital transformation has made adoption of advanced technologies such as AI, AR/VR more mainstream with brands trying to enhance the customer experience through automate operations and decision-making. Integrated communications come with customer-centricity, with the consumer at the nucleus, the focus is on understanding and delivering what customers truly value and need.

In 2023, brands will continue to prioritise their societal impact and align with consumers' values and beliefs, purpose-driven communication will increase. While digital transformation takes centre stage, brands will also need to continue creating meaningful and memorable experiences for consumers.

What are the key PR trends that you see dominating in 2023?

Earned influence has evolved in a big way, both offline and online, as it has the power to influence behaviours, gain endorsements and drive credibility for brands. Moving beyond the traditional spectrum, earned social landscape is generating massive impact together with influencer partnerships that are growing the presence for brands in this space. Digital PR has, therefore, widened the scope of earned influence, and this trend should continue to grow in 2023.

There is also a noticeable rise in micro and nano influencers entering the fold. Brands are seeking out partnerships that go beyond just impressions and extend to collaborations for co-creating content to amplify the messagewith its target audience.

Is the impact of PR increasing or diminishing?

On the back of the pandemic, businesses and brands across industries as we know went through a complete churn with budget cuts and scaled down communications. Earned influence became a strategic choice for brands in that scenario, keeping the momentum on for them. As a result, a lot of innovation in this space has happened, making way for new age, digital solutions. With that the impact of PR has gone up, stimulating more demand as the outcomes are now more tangible and measurable than, before.

What is your vision for Ogilvy PR and Influence? What are your upcoming plans in terms of expansion/ innovative marketing initiatives, etc.?

Ogilvy’s PR & Influence capability has its core strength in creative and integrated solutions in addition to pure play traditional outreach. We are by design structured to work seamlesslywith functions of advertising, experience, content, and influencer. Powered by planning and creative capabilities, our aim is to lead with earned first strategy. This is led by the thought that earned influence today should not function in isolation and must extend to areas of owned and paid platforms, as needed, to make it a holistic offering. We are working towards more tech integration and AI powered solutionsto build a new age proposition for our clients.

How has 2022 been for you? How do you foresee 2023 for your organisation in particular and the PR industry in general?

2022 was a year of learning and unlearning. Adapting to the new world of PR, there’s a constant push for new age thinking and innovation in this field. It is very heartening to see stellar work happening in our industry, in our market, raising the bar a notch above every year. Our aim is to, therefore, grow Ogilvy PR & Influence’s service offerings and introduce some of the best practices to deliver cutting edge work for our clients.

There are multiple trends shaping the industry at this point and influencer practice is gaining momentum alongside content creation and technology upgrades. Brands are relooking their purpose and redefining their message as their target audience is going beyond products and services, for a brand experience. And globally, we see sustainability will be a big area of focus for companies across sectors. All these factors should influence the way forward for PR, as well as other functions of marketing and communications.

Could you make some industry forecasts? What will be the key trends in the sector this year?

As things get back on track and businesses pick up, there are some positive movements to watch out for in, 2023. Brands are likely to be more conscious of their green practices, develop strategies to make sustainability a core part of their system and operations. They will strive to engage better with their consumers as there are conversations about ‘humanising the brand’. And for brand leaders it will be important for them to be seen and heard more on credible platforms, to build the confidence of its consumers. We can also expect more micro-influencer engagement given the rise of nano influencers as the next digital disruptors.

On the B2B side, industry opinion leaders will be key to engage for companies who want to create a ‘circle of influence’, and builda position of authority

How do you evaluate the Indian PR industry today? What is it that the Indian PR fraternity lacks and what are the best global practices they should emulate from their global counterparts?

The Indian PR industry is fast evolving and has made a visible impact in the international circuit. There are several award-winning campaigns and success that we’ve seen over the years. There is rapid digitalisation in the industry and with the lines blurring between PR and marketing, service offerings now extend to a wider range of services that include content marketing, influencer marketing, and brand influence.

PR is also getting more outcome focused, delivering measurable results, and demonstrating the impact of their work on business objectives. With an increase in the need for communication in every industry today, we also see a growth in the number of specialised PR agencies in India, such as in health, technology, finance and others.

Companies are surely exploring new ways to effectively communicate with their target audiences. The industry is set for growth and will likely continue to see new developments and changes in the future. However, PR is still undervalued in our market, and brands should look to further prioritise it in the communications mix, as well as step up investments to drive its full potential.