In 2024, technology’s role in PR strategies will be more pivotal: Ajey Maharaj

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, Ajey Maharaj, Head of Corporate Communications & PR, Fortis Healthcare Limited, speaks at length about how PR firms are leveraging advanced technologies such as AI, data analytics; handling crisis management in today’s market ecosystem, PT and corporate communications industry’s performance in 2023, and 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, the PR industry is set to be revolutionised by advanced technologies like AI, data analytics, and automation. These technologies are enhancing the effectiveness of PR campaigns, enabling the creation of more personalized and impactful communication strategies. AI and data analytics provide deep insights into audience behaviour and preferences, facilitating the creation of hyper-personalised content that resonates with diverse audience segments.

Automation is transforming routine PR tasks such as press release distribution and social media management, allowing PR professionals to focus on strategic and creative aspects of their campaigns. This shift towards technology-driven approaches is streamlining operations and adapting PR strategies to the rapidly changing media landscape.

Looking ahead, technology’s role in PR strategies will be more pivotal. AI-driven predictive analytics will help anticipate media trends, offering a competitive advantage. This integration of technology in PR points towards a future of innovative, efficient, and effective communication strategies, tailored to meet the evolving needs of audiences and keeping pace with the dynamic industry landscape.

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 year ahead?

In 2024, the integration of advanced technologies such as AI, data analytics, and automation is transforming the approach to public relations. These tools have become essential in enhancing the effectiveness and precision of our PR campaigns. AI and analytics will deepen our understanding of audience behaviours, enabling hyper-personalised, engaging content. This technological integration marks a shift towards more innovative, efficient, and adaptable PR strategies, ensuring our campaigns are both impactful and aligned with the evolving media landscape.

Given the unpredictable nature of crises, how does your firm approach crisis management and reputation protection for clients? Could you share any insights into the evolving challenges in this area and the strategies you believe will be crucial in 2024?

In the dynamic media landscape of today, effective crisis management is crucial. At Fortis, we tackle crisis management proactively and strategically. Our robust crisis communication plan is designed for immediacy and clarity, featuring real-time monitoring and rapid response mechanisms. Looking towards 2024, we foresee an enhanced emphasis on digital reputation management and leveraging AI for predictive crisis modelling and responsive action. Our strategy is centred around pre-emptive monitoring and preparedness, ensuring we are always equipped with a cohesive response plan to safeguard our brand reputation in any potential crisis scenario.

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

The PR and Corporate Communications industry, especially in healthcare, saw significant growth and faced unique challenges in 2023. This year was defined by an ongoing shift towards digital communication, a greater focus on crisis management, and incorporating advanced technologies. The continuing impact of the pandemic sharpened our emphasis on transparent and empathetic communication, crucial for addressing public health issues and promoting healthcare initiatives.

In the broader industry context, there was an increased demand for prompt and accurate information dissemination. This surge underscored the heightened importance of PR and Corporate Communications in building trust and managing reputations during complex situations.

Reflecting on 2023, it is clear that it was a transformative year for our industry. It was a period marked by significant learning, adapting to new challenges, and innovative approaches, with healthcare communications becoming increasingly prominent. Looking ahead to 2024, our industry must continue adapting to the dynamic nature of PR and Corporate Communications, ensuring that our strategies are not only effective but also resonate strongly in an ever-evolving landscape.