Adoption of ROI-driven PR and digital tools in 2023 will take centerstage: Shailesh Goyal

The start of a new year is seen as bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

As 2023 kicks off, Adgully has approached key industry leaders to Crystal Gaze into 2023, as part of our annual Trending Now series, to highlight the major trends and developments that they see dominating the industry in the year ahead.

Shailesh Goyal, Founder & Director, Simulations PR, speaks about the key trends that are expected to dominate the PR Industry.

He further mentions the major expectations from PR industry in 2023 and major focus for Simulations in the year ahead.

Key trends that will dominate PR industry in 2023

As the PR and communications industry continues to recover from the pandemic, I hope that 2023 will see the industry return to the growth path.  

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I see a focus on short and simple messaging without skimping on value as one of the most emerging trends in 2023. As brands jump over to AI, virtual reality, and Metaverse, it is inevitable for the PR industry to bring new technology to marketing communications. I see this happening in 2023. I also see virtual events and experiential communications being more and more prevalent next year.

In a world becoming increasingly aware, people favour brands that align with their values. Be it ESG or other parameters, we will see many more stories being woven around these impacting themes.

In a world changing as fast as it is, the need to cultivate a dynamic and adaptive attitude is sine qua non (absolutely necessary) for PR professionals, hence versatility will become key. In a more than ever crisis-prone world, all Communications, content copies, and pitches have to be socially aware and empathetically take into account the global scenario.

Mass mailing of press releases is done and dusted with and only customised pitches and exclusive stories will work. This will require the PR teams to work harder than ever to ensure space in the media canvas for clients. I also see brand associations, co-produced content, and affiliate marketing over and above traditional PR and digital communications strategies becoming more popular.

And most importantly, the adoption and deployment of ROI-driven PR and digital tools in 2023 will take center stage.

Major expectations

The year 2022 was a relatively stable one, as the PR industry recovered from the pandemic jolt. The concerns over the coronavirus have resurfaced in 2023, but let us hope that it will only be a minor hiccup and nothing serious. Still, considering the state of the Indian economy, with growth likely to be slower than anticipated, and concerns over a global recession, unpredictability and uncertainty will be the order of the day. I hope I am proven wrong, but the year 2023 could well be another year where the focus shifts to survive/ limited growth.

Major focus areas for Simulations in 2023

We have been focusing on expanding our offerings over the past couple of years to emerge as a complete strategic communications services provider. For 2023, we are going to focus more on select areas like content curation and creating knowledge-based exclusive properties. Of course, PR and strategic communications will continue to be our key areas, but we want to grow beyond being a ‘generalist’ communications firm next year. And unless there is a full-blown crisis like the pandemic or recession, we are also looking to expand our team as we augment our offerings.