More than just PR tactics are needed to have a strong brand presence: Kanika Chhabra

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, Kanika Chhabra, Founder, V Spark Communications, speaks at length about effective PR strategies, latest trends and developments in the PR industry, some successful PR campaigns executed by V Spark Comm, crisis management in today’s times, and more.

What is your agency’s approach to developing effective PR strategies for clients?

Understanding a client’s goals and requirements is essential before beginning any engagement with them. This enables us to customise our services to meet their unique demands and objectives. Analysing the target market and the region they intend to target is crucial which offers a variety of services. This aids in choosing the proper PR approach to use. For instance, if they intend to establish themselves as a brand in the industry, we would develop a PR strategy that emphasises their expertise, distinctive selling propositions, and success stories.

How do you stay updated on the latest trends and developments in the PR industry?

We use media tracking tools to keep tabs on press releases, news stories, and social media mentions pertaining to the PR sector. By analysing the mood, audience, and impact of the news stories, these tools assist us in keeping track of pertinent news stories and keeping up with business developments that are especially important to the clients we work with. We use platforms and systems that collect news items, blog entries, and content unique to our sector from a variety of sources. These technologies make it simpler for us to stay up to speed on the most recent trends and developments by allowing us to access a wide variety of pertinent information in one area.

Could you share some successful PR campaigns your agency has executed and the outcomes achieved?

Appinventiv, a leading mobile app development company, had to deal with a dearth of resumes from the IT sector. We launched a strategic HR campaign with the goal of enticing a wider pool of competent candidates after realising the necessity for a proactive solution. Several efforts were included in this extensive campaign to successfully address the problem.

To start, Appinventiv displayed the number of employees they had employed over the last few years in order to demonstrate their remarkable track record of effective talent acquisition. The organisation sought to inspire confidence in potential candidates and establish itself as an attractive employer within the industry by highlighting their ongoing growth and expansion.

The HR campaign also made a big impact out of Appinventiv’s distinctive work culture. They displayed their employee-focused policies, collaborative culture, and dedication to supporting talent development and career growth. The company’s commitment to providing its employees with a rewarding work environment was underlined in the ad, further increasing its appeal to potential recruits.

The results of the HR campaign were incredibly positive. For their available roles, Appinventiv saw a significant increase of at least 30% in the number of applicants. This increase in applications ensured a higher chance of discovering qualified applicants who were in line with the company’s goals and values in addition to increasing the number of resumes received.

“I am incredibly grateful to V Spark Communications for their exceptional PR strategies and unwavering dedication in enhancing Appinventiv’s brand visibility. Their expertise and industry knowledge have played a vital role in positioning our company as a prominent player in the mobile app development industry. The positive response to the HR campaign led to the solution of one of the major challenges faced by the company. I highly recommend V Spark Communications to any company looking for a PR agency that can truly make a difference.” – Saurabh Singh, CEO, Appinventiv.

How do you measure the success of a PR campaign? What metrics and tools do you use?

While there may not be standardised metrics to gauge a PR campaign’s efficacy, doing so is essential to assess its impact and decide whether the campaign’s goals were achieved. The amount of traffic that the company’s website receives both during and after the campaign is a useful metric to take into account. It is possible to measure the level of engagement and interest sparked by the campaign by looking at website data like page views, unique visitors, and time spent on the site.

Monitoring key performance indicators (KPIs) that are in line with the campaign’s objectives can also yield insightful data. Measuring strategies like social media reach, mentions, and shares, for instance, might show the campaign's influence on audience engagement if the objective was to raise brand recognition. Similar to how analysing metrics like leads produced, conversion rates, or income attributed to the campaign can assist to evaluate its success if the campaign’s goal was to increase conversions or sales.

What sets your agency apart from others in the industry? What is your unique value proposition?

Our firm stands out from others in the sector because of our 360-degree approach and our capacity to offer complete solutions to our clients. We are aware that more than just PR tactics are needed to have a strong brand presence. To suit the various demands of our clients, we offer a variety of extra services in addition to typical PR tactics.

Our proficiency in assisting clients in creating their brand from inception sets us apart. We have successfully helped many clients build a strong and compelling brand identity, whether they are a start-up or a business looking to rebrand. We are capable of producing visually appealing and powerful brand assets that connect with the target market, from logo design through website development.

We are experts at campaign building activities in addition to brand building. We understand how crucial it is to create integrated marketing strategies that complement the PR goals of our clients. We guarantee a unified and effective brand communication strategy by fusing our PR methods with imaginative campaign components like social media activations, influencer collaborations, and content marketing.

How do you handle crises or reputation management for clients?

A systematic strategy is essential when resolving crises or reputation management for clients in order to lessen the negative effects and restore a positive image. Fighting back against negative tales and creating digital PR to balance the unfavourable storylines is one smart strategy.

It is crucial to first pinpoint the origins and characteristics of unfavourable rumours about the client. To obtain a thorough grasp of the problem at hand, this requires keeping an eye on internet forums, social media platforms, and media coverage of the situation. It is possible to create a tailored response strategy by completing a thorough analysis.

Next step is to produce digital PR for the client. Developing and sharing appealing information via multiple websites is part of this. Controlling the narrative and communicating critical messages to the target audience is made feasible by utilising media platforms, such as the client’s website, blog, or social media profiles. Furthermore, concerted contact to credible media outlets, business leaders, and relevant online groups can aid in spreading positive stories and fending off any unfavourable press.

Moreover, involvement from the audience is essential when a crisis occurs. To address concerns, dispel misconceptions, and demonstrate a commitment to transparency and accountability, it is crucial to monitor online conversations, comments, and reviews and respond as soon as possible. This can be achieved by using social media listening technologies, establishing specialised reaction teams, and putting in place a dependable and sympathetic communication strategy.