How PR professionals can effectively harness emerging technologies for communication

The year 2023 has been about generative Artificial Intelligence and other emerging technologies that are beginning to bring about a transformation in the way businesses operate. In such a state of tech flux, it has become important for the Public Relations industry to be up-to-date in how they handle the business for their clients.

Keeping this important area in mind, the latest edition of #GullyChat, Adgully’s premier property, turned the spotlight on “How PR professionals can effectively harness emerging technologies for communication”. This edition of GullyChat featured some leading communications industry experts:

• Bhaskar Majumdar, Head - Marketing Communication, CSR & Digital Egis
• Himanshu Hira, Marketing Lead – India, MiQ
• Jyotsna Dash Nanda, AVP - Corporate Communications, DS Group
• Mrinall Dey, Vice President & Head - PR & Corporate Communications, MobiKwik
• Priya Rattan Patankar, Head of Corporate Communications, PhonePe
• Samir Kapur, Director, Adfactors PR
• Srishti Thakur, Head - PR & Corporate Communications, Physics Wallah

When talking about understanding the effectiveness of VR for storytelling and engaging content, Bhaskar Mazumdar said, “PR professionals can harness the power of VR for immersive storytelling and engaging communication. By creating virtual experiences, they can transport audiences to different environments, making the narrative more impactful. VR offers PR professionals a dynamic tool to tell compelling stories, shape opinions, and build authentic connections with audiences, aligning with the timeless principles of truthfulness and adaptability in communication.”

“Additionally, VR can be utilised for virtual site visits enabling remote audiences to explore locations and projects firsthand. Integrating VR into PR campaigns can enhance storytelling, making narratives more compelling and fostering stronger connections with the audience. According to Deloitte, more than 70% of businesses are expanding their abilities to use big data. This is because big data has a lot to offer to businesses and PR companies. It gives a more accurate and comprehensive understanding of your audience, your competitors, and the market. You can make smarter decisions on how to promote your brand and improve your reputation,” he added.

“In a world saturated with messages, PR professionals need to stand out. VR provides the canvas for experiential storytelling. Whether unveiling a new product or sharing a brand journey, immerse your audience in an interactive experience that goes beyond words – make your story felt,” remarked Samir Kapur. He further said, “Transport Audiences, Not Just Messages: VR transcends traditional communication boundaries. PR professionals need to seize the opportunity to transport your audience into the heart of your brand’s story. Engage their senses, evoke emotions, and create a connection that lingers long after the VR experience ends. PR in the era of virtual reality is more emotion than information. Leverage VR to immerse your audience in a 360-degree storytelling experience. From product launches to brand narratives, make every communication an unforgettable journey.”

Mrinall Dey added here, “PR professionals can use VR to host virtual press events, allowing journalists and stakeholders to attend product launches, announcements, or press conferences in a virtual environment. VR can be used to create virtual tours of facilities, offices, or event spaces, allowing PR professionals to provide an immersive experience to journos, influencers, and stakeholders who may not be able to visit in person.”

He further said, “PR professionals can create interactive VR experiences to demonstrate products or services in a virtual environment. This can be particularly effective for showcasing complex or large-scale products that are difficult to transport or demonstrate in traditional settings. VR can be used to create immersive storytelling experiences that bring a brand's narrative to life. By developing VR experiences that align with the brand’s values and messaging, PR professionals can create memorable and impactful narratives that resonate with their target audience.”

Jyotsana Dash Nanda opined, “Incorporate VR and AR to showcase products like never before! Create virtual showrooms, create demos that immerse customers in your offerings. This elevates the product experience, making it engaging and unforgettable. Transform your media presence by swapping out mundane press releases for immersive experiences and interactive content. Harness the power of VR and AR to captivate journalists, ensuring heightened attention and maximising your potential for media coverage.”

She further said, “Real estate, Auto, home furnishing players are already leveraging it to give an enhanced experience to the consumer; large events, world-class manufacturing facilities can be showcased at the click of a button!”

According to Priya Patankar, “PR and VR are a winsome-twosome! VR makes the storytelling more immersive and relatable. PR is about ideas, which co-dwell in the mind of the creator and recipient, while allowing them to flexibly shape it as per their imagination. VR makes it easier to visualise real products in a virtual way. VR gives Brands the power to immerse users in their storytelling making them contributors instead of mere spectators.”

Himanshu Hira, too, added that that VR in PR is a unique opportunity for communication professionals to innovate and WOW their audiences! He said, “VR can be used as an experiential marketing tool to showcase brand vision, products & take live events experience to the next level. By creating immersive VR experiences, PR campaigns can evoke emotions & enhance engagement. VR can be used through virtual events, 360-degree videos, or interactive VR tours.”

Srishti Thakur underscored that accessibility and inclusivity are critical to ensure VR content is accessible to a wide audience, including those with disabilities. “Implement features like voice commands or compatibility with assistive technologies. PR teams can leverage VR for immersive storytelling by creating 360-degree videos, virtual press events, and interactive experiences. VR offers engagement and training opportunities. Combining VR elements with press releases enriches news delivery,” she added.