In 2024, brands will adopt a more people-centric & humanised approach: Valerie Pinto

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 PR conversation this week, Valerie Pinto, CEO, Weber Shandwick India, speaks in length about emerging trends expected to shape the PR industry in 2024, shedding light on the firm's focal points for the year.

She further speaks about how a PR firm leveraging advanced technologies, Pinto elaborates on the firm’s crisis management and reputation protection approach for clients, insights into the evolving challenges in this domain and outlines the strategies considered crucial for 2024 and much more!

Could you highlight the emerging trends and innovative strategies in the PR industry that are expected to shape the landscape in 2024? How is your firm adapting to stay ahead of these changes?

In 2024, I foresee an industry-wide transformation, marked by a people-centric and humanised approach adopted by brands. Embracing diversity, equity, and inclusion, brands seek authentic connections with their audience. Furthermore, the emphasis on purpose-driven PR and Environmental Social Governance (ESG) remains pivotal, reflecting a commitment to authenticity and social responsibility. The role of technology, particularly AI and data-driven approaches, further augments these trends. Leveraging advanced analytics, brands can measure the impact of their campaigns, ensuring a seamless integration of technology for more effective and purposeful PR strategies. Thus, navigating these trends will lead to impactful campaigns, shaping the PR landscape in 2024.

At Weber Shandwick, we stay true to the heart of earned media, but our commitment extends to continuous learning, investing in talent, and weaving innovation into our storytelling. Our culture prioritises continuous growth and skill enhancement. We organise several in-house skill enhancement workshops like Prepare to Lead, The Art and Science of Leadership, and PR Garage, which drive upskilling and talent management. These skill workshops cover media relations, digital marketing, content improvement, and many more insightful segments. Furthermore, webinars from industry experts, external certifications, and platforms like LinkedIn Learning empower our team for continuous learning.

How is your PR firm leveraging advanced technologies such as AI, data analytics, and automation to enhance the effectiveness of PR campaigns? What role do you foresee technology playing in PR strategies in the coming year?

For us embracing digital data and analytics in our business strategy has always been in our DNA, offering substantial benefits to brands. We maximise the impact of our campaigns by strategically employing advanced technologies like AI and data analytics, enhancing campaign tailoring based on demographic and behavioural data. Automated content creation streamlines diverse content generation, allowing our team to focus on strategic endeavours. Thanks to AI, we can quickly analyse large amounts of data in real-time, finding valuable insights that are crucial for successful PR strategies.  In essence, our firm excels in integrating AI to streamline processes, enhancing the effectiveness, accuracy, and success of our PR and marketing initiatives.

In the coming year, AI will revolutionise PR strategies by optimising content creation, enabling personalised communication, and enhancing crisis management through real-time monitoring and sentiment analysis. Advanced analytics will provide comprehensive insights, allowing constant refinement and improvement of data-driven campaigns, demonstrating true value, and shaping the future of dynamic PR strategies.

Given the unpredictable nature of crises, how does your firm approach crisis management and reputation protection for clients?

In today’s era, crisis is just a notification away. Social media has intensified the complexities for PR professionals – handling negative conversations, safeguarding brand reputation, and confronting the rise of boycotts or cancel culture. With information moving at a fast pace, crisis protocols and management are a must.

Addressing misinformation and preserving client reputations is a significant challenge, particularly in today’s fast-paced environment where turnaround time is abbreviated. In such situations, quick decision-making becomes even more pivotal in managing and communicating through adversity.

Our approach to these challenges is marked by astuteness, combining a human touch with precision and a strategic mindset. This ensures that we not only navigate the complexities efficiently but also uphold our commitment to delivering effective solutions for our clients. Our protocols are rooted in experience and prioritize training internal stakeholders for real-world impact. We equip our team with workshops that provide real-time experiences, building confidence to handle complex situations.

At Weber Shandwick India, we've also developed our own proprietary award-winning crisis simulation software, Firebell, which is tailored to service varied client industries and their influencer groups. We provide clients, with not just crisis management but robust resilience and unwavering confidence.

With an increasing emphasis on diversity, equity, and inclusion, how is your PR firm addressing these aspects in both internal operations and client campaigns? What steps are you taking to ensure a more inclusive representation in your client portfolio and within your organisation?

At the heart of our organisational ethos lies an unwavering commitment to diversity, equity, and inclusion, seamlessly woven into our core values. Inclusion, standing as one of our four fundamental values alongside Courage, Curiosity, and Impact, is championed from the initial stages of our hiring process and throughout an employee’s tenure. With a workforce proudly comprising 66% female employees, we place a deliberate emphasis on fostering gender diversity. Internally, we cultivate diversity and inclusion through curated activities like offsites, celebrations, and sports tournaments, contributing to a workplace culture that is not only vibrant, but also deeply collaborative.

Externally, we team up with clients who champion diversity and inclusion, valuing social responsibility and fair representation. Our shared values amplify diverse voices and stories in the communication realm. Our progressive collaboration with manufacturing clients like Vedanta involves promoting gender diversity in traditionally male-dominated fields through initiatives like the Hard Hat Challenge. With Abbott, we address taboos surrounding menopause, raising awareness about its challenges. Our partnership with Meta focuses on leveraging data and insights to lead impactful narratives at the grassroots level. These campaigns, among others, reflect our commitment to diversity, inclusion, and equity.

How has the PR industry performed in 2023, and what has been the experience for both your firm and the broader industry throughout the year?

The industry in 2023 went through a transformative phase, embracing digitalisation, data insights, and a greater focus on diversity and inclusion. These trends reshaped communication strategies, highlighting authenticity and societal impact. Collaboration and innovation became crucial, defining a landscape where success was linked to adaptability.

We embraced these changes with strategic innovations and client-focused approaches. Despite challenges, we skillfully navigated them through our data-driven approach, cultural intelligence, brave ideas, and flawless media choreography. Our commitment to excellence and client satisfaction led to positive outcomes and strengthened partnerships.

Anticipating the future, we envision an ongoing shift towards more humanised communication, driven by technological advancements. The PR industry’s performance in 2023 establishes a foundation for a future where the emphasis lies on earned media and in-culture communications. This convergence of technology, society, media, and culture aims to purposefully drive real value for people and communities.

What are the three things you are going to focus on this year?

This year, our focus centers on the following three key pillars:

Measurement & Risk Framework:
In today’s era, clients emphasise the measurement of the campaigns through ROI and the impact generated. We’re spearheading frameworks that move beyond superficial metrics, tracking sentiment, brand perception, and the larger impact. This ensures accountability, optimises resource allocation and elevates the perception of PR as a strategic business partner.

Diversity & Inclusion:
Our audiences are diverse, and we believe our voices must reflect that. We continue to foster diversity and inclusivity, from hiring our team and reflecting it in our work, to building an inclusive workplace. This actively contributes to a more equitable and representative communication landscape, leading to more authentic storytelling and deeper audience engagement.

AI + Digitisation in Communication:
AI isn’t here to replace us; it’s here to empower us. By leveraging AI tools for data analysis, content creation, and audience targeting, we work smarter, not harder. This frees up our creativity and strategic expertise to focus on what truly matters. Embracing digitisation is essential for navigating new channels, creating personalised experiences, and delivering measurable results, ensuring PR’s relevance in a tech-driven future.