I believe the next big trend will be communication marketing: Janet Arole

As part of the build up to Adgully’s first PR summit – IMAGEXX 2021 – we present the valuable insights provided by our esteemed jury panel comprising the leading names from the country’s PR and Corporate Communications field.

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. However, at the same time the industry has been facing stiff challenges, moreover client expectations has 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.

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In conversation with Adgully as part of IMAGEXX 2021 Jury Speak, Janet Arole, AVP & Head - Corporate Communications, Aditya Birla Fashion and Retail Ltd, speaks about how PR has evolved into a complex phenomenon, especially in the post COVID-era as well as the trends to look out for in this industry.

The transition to digital is happening at an accelerated pace. Going forward, what will be the role of digital in PR and how brands and agencies will adapt to this in the new normal?

The role of PR has grown beyond conventional ideas, press releases and a straight line of media relations. It has evolved into a complex phenomenon, especially in the post COVID-era. Digitalisation, in terms of Internet-based strategies such as search engine optimisation, content marketing, influencer outreach and social media, has presented the PR industry with a completely new perspective and plethora of opportunities. PR practitioners today have a wider ambit to operate in terms of communication and employing digital PR offers the prospect of reaching a much comprehensive audience base as compared to offline methods.

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The industry has undergone a gradual shift over the past 10-15 years, embracing technology and analytics, to keep a close and accurate watch on the kind of content being consumed. This, in turn, has aided PR professionals in devising more fruitful strategies and campaigns. The right skill and training on digital medium can do wonders; it empowers industry professionals to accurately measure the success of any campaign, learn from the insights and curate better plans to engage with stakeholders.

AI and technology will be the game changer in the coming years, especially in the area of data. What are your views on this and how are agencies and brands gearing up to face this new challenge?

Technology is one of the most critical drivers on how companies and brands deliver value to their customers in a highly competitive and ever-changing business environment. AI had a bit of a sluggish start in the field of communications, but this trend is slowly starting to change. I believe digital transformation will fundamentally bring in a positive change in the industry. This new trend of Big Data and AI will help organisations process data at a quick speed and curate content based on audience demographics. AI is an ever-developing tool that makes room for more creativity-based campaigns, freeing up time for brainstorming, while automating mundane tasks.

PR has evolved a lot in the last 10 years and is still evolving. How does the road ahead look like and what are some of the new trends that we will notice in the PR industry in the next 5 years?

While there is a lot of digitisation already happening in this space, with mobile phones become a key driver for communication channels, I believe the next big trend will be communication marketing. Along with traditional media, given the social media influx, the trend of influencers is here to stay. The rise of OTT platforms will further shift the wave in favour of social media communication. In the post-COVID era, there is also more personalisation in the way organisations communicate with the consumers. These, I believe, are some of the trends we can watch out for.