PR industry is at the cusp of great transformation: Kulpreet Freddy Vesuna

The start of a new year is seen as bringing in new operational efficiencies, stronger strategies, a far greater emphasis on building deep bonds with various stakeholders and consumers. In keeping with the current market ecosystem, technology and a human approach are seen as going hand in hand.

As 2023 kicks off, Adgully has approached key industry leaders to Crystal Gaze into 2023, as part of our annual Trending Now series, to highlight the major trends and developments that they see dominating the industry in the year ahead.

Kulpreet Freddy Vesuna, Founder & Managing Director, Impact Public Relations, highlights the key factors that are expected to dominate the PR industry in 2023, the further dominance of tech-driven digital, increasing impact of social media, opportunities offered by a robust start-up ecosystem, and more.

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Key trends that will dominate PR industry in 2023

Firstly, the credibility and importance of traditional media would remain enacted for Public Relations (PR) activities. The PR industry is at the cusp of great transformation and some of the transformative components such as research, innovations, and tech-enabled client-centric branding strategies would be clearly visible in 2023. Going forward, we will be witnessing a few interesting and dominating trends such as further dominance of tech-driven digital, which also include social media, influencers’ engagement, and digital marketing.

Secondly, as PR has several dimensions – from building credibility, image and market leadership positioning for the clients – it also demands a push to marketing and revenue enhancement exercises. Hence, PR companies would need to deeply understand and align their expertise with the new trends. For example, the impact of social media is going to increase significantly in 2023 and beyond. Hence, the PR industry will have to have a robust team to drive PR activities on social media platforms to supplement traditional branding exercises with it.

Finally, in the last two years, clients have become very conscious of every penny they spend on PR activities. Now PR, with several new dimensions added, demands huge spending. Hence, in 2023, the industry would see that clients would demand a very scientific measurement of outcomes of their spending in terms of growth in branding, marketing, revenue, credibility, and leadership positioning.

Major expectations

The PR industry is expected to grow by leaps and bounds in 2023 from its current level as India is one the fastest growing economies in the world. India’s aim to become a $5 trillion economy calls for rapid growth in the coming years. All sectors would contribute to growth. As the economy grows at a higher rate, the demand for PR activities would also grow rapidly.

In India, we are witnessing a technological revolution, which has also created a robust start-up ecosystem. India has over 80,000 start-ups with over 100 Unicorns. These start-ups aim to transform the lives of the people, hence they need PR more than conventional companies. The PR industry expects higher demand from technology/ start-up sectors. It is expected that creative content, influencers’ engagement (Social Media) and digital marketing would play a major role in their brand-building exercises.

Further, new media and short videos are expected to dominate the PR space in 2023. We have seen a lot of new platforms doing short, video content on their YouTube channels or on their social media apps. So, that will continue to increase. With thought-provoking contributing articles and thought leadership articles, PR professionals would continue to leverage the impact of traditional and online for their clients. Hence, it is expected that robust content creation, backed by good research would occupy centre stage, going forward.

Major focus areas for Impact PR in 2023

Creating a robust PR team, with good experience and expertise in technology, digital, influencers’ marketing, content creation, media relations, and communication strategies, would be a priority. We would also introduce tech-enabled new-age tools such as Artificial Intelligence (AI) and Data Analytics. As our client base majorly includes healthcare and startups sectors, we have realised the importance of AI and data science in understanding the happening in the media landscape. AI can help Public Relations professionals track media impressions and coverage and analyse sentiment. AI can create targeted media lists for media interviews or releases.

Previously, we were handling overseas clients in India. But in 2022, we forayed into international PR for our Indian clients too. In 2023, we will be expanding our international operations. It is one of our top priorities. Our focus will be to build a robust team, which is deeply aligned with the Core Values of our organisation.

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