Authentic storytelling remains at the heart of brand reputation: Archana Jain

With the changing world dynamics around digital media, it has been observed that Public Relations has expanded its strategies and workings in line with expanding digital media presence for organisations and groups.

In conversation with Adgully, Archana Jain, Managing Director & CEO, PR Pundit, speaks about the growing respect for PR Consultants from brands and organisations, the importance of authentic storytelling, and more.

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How do you view the current dynamics of the client-agency relationships in the PR industry?

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There is growing respect for PR Consultants from brands and organisations as our profession has matured into a more integrated communications model. Today, there is a level playing field for PR Consultants to score across PR, digital, media, influencer, social and creative. We welcome that clients require us to think beyond mere PR and advise brands on positioning, marketing, engagements, etc. Our value proposition has transformed from traditional press communicators to a more evolved integrated communications consulting role.

How challenging has it become to manage client/ brand reputation in today’s scenario? What are your 5 mantras for a successful reputation management strategy?

Authentic storytelling remains at the heart of brand reputation. This will continue to champion reputation management strategies in the future too. But we need to sensitise our clients and brands on being more culturally creative and insight driven to connect with target cohorts and to impact change in communities.

While creativity will always be the effective currency in PR, some principles to navigate the ecosystem that will ensure a more effective programme are:

• Mount a programme to address a challenge faced by the client based on clear insights
• Consider a creatively brave idea to stand out, one which is fresh and exciting
• Pursue a channel agnostic approach – deploy multiple channels and tools beyond earned that have the ability to make an impact
• Do not falter on execution
• Build measurement of outcomes into the planning itself to track and measure much more than output

What does the road ahead look like for the PR industry in India? What are the top 3 trends that will dominate in the next 3-4 years?

PR is witnessing a promising future in terms of growth.

Digital PR has become the chief discipline in our practice of communications, but that only makes sense when we use it to build relationships with audiences and communities who will, in turn, contribute to a conversation that unfolds across the brand’s content ecosystem.

Actively nurture a community of advocates. We must not leave community advocacy to chance, but step in to help craft and manage a meaningful brand advocacy strategy. Loyal and vocal brand advocates help humanise brands, boost brand appeal & trust, promote its products & services, provide invaluable user-generated content (UGC) and word-of-mouth recommendations in an increasing digital universe via social media chatter.

While reputation of an organisation is not limited to its environmental, social, and corporate governance (ESG) score; a company’s stakeholders are increasing influenced by how the institution engages with its employees or demonstrates dedication to sustainability and broader social issues. Therefore, PR needs to get organisations to invest in ESG to enhance the perceived value of businesses and companies.