PR’s changing role in the era of digital marketing and influencers

The IMAGEXX Summit 2023, held on June 9, 2023, featured a panel discussion on the topic of "Giving new direction to Indian PR." The session was chaired by Madhurima Bhatia, Media Engagement and Partnership Lead at Ipsos India and APEC.

The panelists included:
• Shagun Sharma, Communication Head, Teamology
• Sonal Singh, Head of Corporate Communication, Jindal Stainless
• Tripti Pandey, AVP Corporate Communications, MamaEarth
• Prachi Sharma, Head of PR, CARS24

Before the discussion began, Madhurima Bhatia shared some quotes of some global leaders on the relevance of PR. The quotes were as follows:

• "If I was down to my last dollar, I would spend it on PR." - Bill Gates
• "Publicity is absolutely critical. A good PR story is definitely more effective than a front-page ad." - Richard Branson
• "It takes 20 years to build a reputation and five minutes to ruin it." - Warren Buffett

During the session, Madhurima Bhatia also discussed the four pillars of PR: protect, promote, perform, and prove. "Protect" refers to safeguarding reputation and visibility while avoiding negative publicity.

The discussion began with Madhurima Bhatia asking, "How do you see PR panning out in the next five years?" Prachi Sharma responded by emphasizing the evolving nature of PR and the importance for brands to understand their target audience, the segment they are reaching out to, and the brand's essence. She highlighted the need for a customer-centric PR strategy.

Tripti Pandey stated that PR is now more about communication with consumers and storytelling rather than traditional public relations. She emphasized the need to communicate the brand's story through the channels and formats that consumers are present on.

Sonal Singh mentioned that being in the news, even if it's negative, is better than not being in the news at all. She also identified three definitive changes for the future: the age of mass social activism driven by low data costs and high proliferation, the need for brands and companies to take a stand on causes, and the shift from traditional PR to new media platforms.

Shagun Sharma expressed her view that PR is no longer limited to one field but has become part of digital marketing, social marketing, content marketing, and influencer marketing. She stressed the importance of a holistic and integrated approach in PR.

These are edited excerpts from the panel discussion. For the complete discussion, please watch the video below.