Communicators now play an integral role in building brand loyalty: Saumya Bhushan

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital, especially in 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 conversation with Adgully, Saumya Bhushan, Lead - Corporate Communications, Reckitt India, speaks about the significant changes in PR, the importance of collaborative working, the value of quality versus quantity, and more.

You have worked both at the agency and the client side. Over the last 10 years there has been a considerable shift in the PR business. What are some of the significant changes that you have noticed from your side?  

Every business evolves and PR is no different. Listing down some of the significant changes that I have seen in my journey over the last decade:

Digital and New Age media - The explosion of digital media has changed the way people consume content. It is imperative to understand what consumers need and be visible on those platforms. Integrating Traditional and New Age media is now a norm and not out of the ordinary.

360° Campaign - PR no longer plays the supporting role. The creative edge and understanding of varied audiences give the PR professionals an edge to draw up campaigns that work well for the business while delivering an impactful story.

An integral part of the business - Communicators now play an integral role in building brand loyalty and brand visibility. Strategic insights help brands understand their audience better and integrate communications as a part of their annual plans.

The PR industry is on a growth trajectory - We have over the last decade seen a huge spike in jobs on both the agency and corporate sides. This is because the function continues to gain more recognition.

Measurement - The function has become more data-driven than before. Digital and Social media metrics and audience outreach and impact has helped the function add value to the business.

When you work with your PR partner, how do you set your expectations?

Collaborative working is key to achieving the best results. Our approach internally and externally with our partners is based on ‘Building Shared success’. The team/ agency follows Reckitt’s value systems and ‘doing the right thing always’. The direction, brief, and expectations given to our agency partners are in alignment with our overall brand strategy and plan. We work together towards a common objective and outcome.

The role of digital has transformed the dynamics of media. Where does digital fit in your overall PR strategy for Reckitt Benckiser?

As mentioned earlier, digital media has completely changed the way we consume content. Covid-19 has further accelerated growth of digital and social media. There are a large number of consumers spending more time diving into content online than offline. In addition, analytics, social listening, understanding the changing habits of the consumer provides insights on key upcoming trends and helps in communicating with the consumers using their own language. Digital media channels in conjunction with traditional media provide guidance and best outcome for both digital media outreach and PR outreach.

India is still driven by the volume game when it comes to PR coverage. What is your take on this and how do you measure the impact and effectiveness of your various PR campaigns?

The ‘volume game’ is extremely short-lived and most professionals know the value of quality versus quantity. There might be just one story that can have a huge impact on the brand and consumers. As a Communications professional, I would always go back to the team that is on-ground to really understand if the story/stories have brought in the desired result. If it has reached the right audience in the right market with the right message, I believe that our job as PR professionals is successfully done. I have to add that I am tremendously glad to see Marketers are cognisant of the fact that AVE is an incorrect measure of impact. It is now more about brand resilience, brand loyalty, brand preference and sentiment.

Being an FMCG brand your presence in the smaller towns will be high. What kind of PR strategy do you formulate for the Tier 2 and 3 towns to build your brand in those markets?

Our presence pan India, including smaller towns, is critical. Reckitt brands have a strong purpose, aligned to our company’s purpose – to protect, heal and nurture in the relentless pursuit of a cleaner, healthier world. Outreach in the smaller towns is beyond PR. Through our products, programmes and partnerships, Reckitt is looking to make a difference on-ground. Our initiatives like Dettol Banega Swasth India, Harpic Mission Paani, and Durex Birds and the Bees Talk are focused on creating a positive impact on the society and the environment we live in.