Good Glamm’s Mahima Misra’s mantra for nurturing a culture of innovation in PR

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 conversation with Adgully, Mahima Misra , Head of PR, Good Glamm, speaks about monitoring and analysing media coverage, engaging with influencers, PR partnerships and collaborations, measuring ROI of PR campaigns, nurturing a culture of innovation, and more.

How does Good Glamm monitor and analyse media coverage and online mentions to gauge the effectiveness of its public relations efforts?

Good Glamm uses a dual approach to monitor and analyse media coverage for its brands. They engage a third-party tracking agency for automated monitoring and compile comprehensive data. Additionally, they conduct manual tracking daily to stay up-to-date with coverage, allowing them to assess PR effectiveness, make informed decisions, and refine communication strategies.

How do you handle communication during product launches to generate excitement and media interest?

Handling communication during product launches at the Good Glamm Group involves a strategic and creative approach to generate excitement and media interest. The focus is on showcasing the product as the hero, emphasising its unique features and benefits. Additionally, significant importance is given to highlighting the quality and significance of the ingredients used in the product.

For major launches, the company employs media gifting strategies, providing personalised gifts to seed the product to media representatives. This approach allows the media to experience the product first-hand, encouraging them to share their experiences and reviews, creating buzz and generating interest among the wider audience.

Overall, Good Glamm Group’s communication during product launches aims to captivate the audience, create anticipation, and leverage media engagement to maximise the impact of each launch. By combining strategic messaging, emphasising product features, and utilising media gifting, the company effectively generates excitement and media interest around its new products.

How does Good Glamm engage with influencers and celebrities to amplify its marketing messages and reach a broader audience?

The Good Glamm Group comprises four divisions: Good Media Co led by Priyanka Gill, Good Brands Co led by Sukhleen Aneja, Good Community led by Naiyya Saggi, and the Good Creator Co led by Sachin Bhatia.

The Good Creator Co division is responsible for all influencer collaborations for brands under Good Brands Co. It serves as India’s largest influencer platform, merging Plixxo, Winkl, Vidooly, Bulbul, and MissMalini’s influencer and talent management division. With access to over 1.5 million influencers, the Good Creator Co provides an integrated platform for creators to grow their audience, skills, and income. It collaborates with numerous external brands to power influencer commerce campaigns, effectively increasing the reach and awareness of Good Brands Co and driving revenues.

Collaborating with celebrities and influencers depends on the specific marketing needs of their brands. The focus is on finding influencers whose values, interests, and target audience align with the brand. The goal is to engage individuals who genuinely appreciate the products and can effectively resonate with their followers.

How does Good Glamm approach PR partnerships and collaborations with other brands or organisations to create mutually beneficial opportunities?

Our collaborations are carefully chosen with brands that share our brand ethos and values, ensuring mutually beneficial and impactful partnerships. By identifying areas where both brands can enhance each other’s offerings, we create powerful alliances that resonate with our consumers and foster a positive impact. Our focus is on creating cohesive and meaningful collaborations that add value to our customers’ experiences while promoting the values we stand for.

How do you measure the ROI (Return on Investment) of your public relations efforts, and what metrics are used to assess success?

Measuring the ROI of public relations can be challenging compared to other marketing activities, as PR outcomes are often more qualitative and indirect. However, measuring PR ROI is essential for justifying its value and gauging its impact on organisational goals. Key steps and metrics include setting clear objectives, tracking media mentions, website traffic, social media engagement, lead generation, and conducting surveys for feedback. Additionally, assigning a monetary value to media coverage and comparing outcomes with objectives help assess campaign success.

However, it is important to know that PR efforts may not always directly result in immediate financial returns. Instead, they can contribute to brand reputation, customer loyalty, and long-term success. Thus, it is essential to consider both quantitative and qualitative metrics to have a comprehensive understanding of the impact of PR efforts. Additionally, comparing the ROI of different PR campaigns over time can help identify successful strategies and improve future initiatives.

How does Good Glamm stay ahead of emerging PR trends and technologies to remain innovative in its communication strategies?

We have adopted a proactive approach to innovation to stay agile and responsive to changes in the PR landscape, ensuring our communication strategies remain fresh, relevant, and effective in reaching its target audience. Staying innovative in communication strategies requires a proactive approach to emerging PR trends and technologies. Continuously learning and staying updated with industry developments, monitoring trends, and following thought leaders are essential.

Embracing data and analytics, experimenting with new platforms and technologies, and leveraging AI, automation, and influencer marketing can provide a competitive edge. Additionally, focusing on visual content and storytelling, understanding consumer behaviour, and collaborating with innovative partners contribute to staying ahead. Nurturing a culture of innovation within the PR team and consistently measuring results to adapt and improve further solidify the path to success in the ever-evolving communication landscape.