Deep Tech and Deep Relationships will define 2023: Nikhil Dey

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.

Nikhil Dey, Executive Director, Adfactors PR, speaks about how the Public Relations industry is going to shape up in 2023. He also highlights the major expectations from the year ahead.

Key trends in PR in 2023

Deep Tech and Deep Relationships will define 2023. In a world that has been forced to embrace and adopt digital everything at an unimaginable speed and scale, the firms that embrace these new opportunities will race ahead. PR has always been about listening and responding to stakeholders. Using technology to listen, predictive data analytics and a host of new ways to read which way the wind is about to shift will be at the front end of the discipline. And then, delivering the message with pin point accuracy, testing to see how it lands and tweaking the campaign to course correct are all technology enabled today.

On the other hand, we see a world starving to find meaningful human connection. Tired of screen based engagement, and yet unsure of how to find that human touch again. So, at the other end of the spectrum will be the need for deep relationships. The PR Practitioner that can dance at both ends of this spectrum with as much ease will be a rarity. This is the PR person of the future – super confident about embracing data and leveraging it on the one hand, and equally comfortable building deep and meaningful relationships on the other.

Major expectations

Existing Clients in focus: Client centricity means being close to client challenges and opportunities in the market and doing everything in one’s power to serve their needs. A bird in hand is worth two in the bush mindset and will serve firms well. Keep focussed on your existing customers as growth will come from serving them well.

Digital Advocacy: In the face of an ever changing regulatory environment, the need for responsible and well informed advocacy work will also continue to be in demand. While the one on one conversation will continue to be important for that conversation to be allowed to be impactful, the broader digital ecosystem needs to be managed.

Employee Engagement: In light of the great resignation to contend with, keeping employees motivated and engaged is absolutely imperative. Bring the skills of marketing and brand creating to the discipline of building an EVP or Employee Value Proposition and then creating an Employer Brand around it will be in demand.