AI will take great control as part of a brand’s narrative in the future: Sonalee Kumar

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 PR Conversation this week, Sonalee Kumar, Director, TCCGGD speaks about the PR strategies used to communicate with  luxury and lifestyle brands,  tactics employed to secure media coverage and influencer partnerships, key trends in the PR landscape for luxury and lifestyle brands, and more.

In the world of luxury and lifestyle brands, how do you approach the delicate balance between maintaining exclusivity and engaging with a broader audience through PR?

For an impactful PR strategy, it is imperative to understand the brand’s needs and requirements. Every brand has a different approach and outlook towards the market. It is important to identify the right audience, one that fits their target. A personalised and tailor made strategy is the key to maintaining exclusivity. In the competitive PR industry, recognising the brand’s objectives is what lays the foundation to a successful communication with the audience.

Could you elaborate on the strategies and tactics you employ to secure media coverage and influencer partnerships for your clients in highly competitive markets?

Public Relations is a very specialised field that requires a tactical approach to building and communicating a brand’s narrative. A strong pitch consisting of the brand’s USPs and key points that highlight the brand’s message set the base for exploring media coverage, collaborations and influencer partnerships. At TCC, we commence our engagement with a communication strategy workshop that helps the organisation to communicate effectively and meet core organisational objectives. The start point is always to identify your customer, the right audience for the brand. This further helps in tapping into the right publication for the media coverage or associating with the influencer that resonates with the brand and its audience. Curating compelling campaigns and strong marketing strategies further makes a strong case to garner maximum eyeballs.

Could you share a success story or case study where TCCGGD’s PR efforts played a pivotal role in achieving a client’s objectives?

TCCGGD has played an important role in introducing some of the key brands in the country, spread across the field of fashion, beauty and lifestyle. Our PR journey spans over 22 years, where we achieved many milestones. We were the nodal agency for the LVMH group for many years. We introduced ZARA and planned a strategy, which was very different from their international counterparts, convincing them to explore the Bollywood route to launch the brand in India. We did a guestlisted event for them at a time when the concept was still unexplored. We also associated with leading fashion designer, Anamika Khanna for the launch of BVLGARI. This was done to add a touch of culture and give the audience something unique, a concept untouched at that time. We are also the PR pioneers for K-Beauty in India and introduced brands such as Laneige, Sulwhasoo and Etude, while catering to Innisfree for over 8 years. Our strategies have not only garnered eyeballs but have also helped the brands to achieve their objectives in terms of marketing and sales. We have seen an expansion in physical stores, profit numbers rising and a demand for more product variations matching to the international offerings.

What key trends or shifts have you observed in the PR landscape for luxury and lifestyle brands in recent years, and how has TCCGGD adapted to them?

Over the past few years, the PR landscape has evolved. The focus has shifted towards digital and social media. Influencer marketing has definitely been a game changer for brands. Tapping into the right audience through influencer associations have given them massive visibility and a platform to showcase their offering and convey key messaging. The content quality also makes a difference in achieving the PR goal. Audience resonates with relatable content, one that directly connects with their needs and wants. With the introduction of AI, I also see that taking great control as part of the brand’s narrative in the months to come.

Reputation management is crucial for luxury brands. How does TCCGGD handle PR crisis or negative publicity to protect and rebuild a brand’s image?

The first step is to assess the situation quickly. Time plays a very important part in an effective crisis management strategy. Whether it is 3 am or 10 pm, one needs to be ready to deal with any situation at any given point. One must identify the possible media red flags through media scans. Devise a proactive turnaround strategy through relevant press material, curating detailed FAQs and preparing holding statements. Transforming a negative or neutral scenario to a positive one through past and future brand efforts and tasks helps in portraying the brand’s right intentions. Additionally, one must anticipate and be ready for a crisis in advance to deal with it effectively if or when required.