PR is now in the digital-first phase of communications: Deepshikha Dharmaraj

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.

Deepshikha Dharmaraj, Chief Executive Officer, BCW India Group, speaks about the key trends that will dominate the PR Industry this year, the digital-first phase of communications, a larger need for policy advocacy and public affairs, as well as focus area for BCW India Group in 2023, and more.

Key trends that will dominate PR industry in 2023

Digital-first communication: In the last three years, we have seen at least a decade’s worth of development and innovation on the digital front. From a digital-also, we’re now in the digital-first phase of communications. Traditional PR and technology don’t just co-exist, but work seamlessly together. Additionally, technologies like Web3, Metaverse, AR/VR, AI, and ML, are offering a whole new dimension to immerse the target audience in the message even more. Conversations around ChatGPT, DALL-e, Writely and other AI-driven platforms taking over basic tasks are already abuzz. But just like with the Metaverse, we will have to keep reminding ourselves that technology is only as good as the person using it.

Increasing need for public affairs and advocacy: Global issues are taking more and more precedence in corporate life and the regulatory environment is becoming increasingly complex. There is a larger need for policy advocacy and public affairs. The aim for the industry should be to do both – educate clients on the changing landscapes, and inform the government on what the industry requires for its growth.

Purpose-driven: Companies are realising that for communication to be effective, it has to be authentic, and for that, it has to align with its purpose. Purpose is the true north for a company – the reason for its existence. But it can’t just be a sentence to be put up on the company’s website. It has to link through all the stakeholders – consumers, government, employees, community, partners and others. While there are mandates for ESG, DEI, etc, purpose goes beyond that. It helps align an organisation’s values and strategy to a shared vision.

Major expectations

One of the biggest expectations is to help clients engage with stakeholders in times of uncertainty. Whether or not there is a recession, there is certainly an anticipation of it. To manage that, it will be important to communicate clearly what goals and strategy will guide the organisation.

Given that India holds the presidency of G20 this year, businesses will want to engage with the government more frequently this year. There will, therefore, be a higher expectation from the public affairs community to facilitate this engagement.

There is also continued focus on managing people. After almost three years of disruption, the workplace is finally getting back on track. But perhaps in a much different way than it was. Expectations from the workplace have changed. BCW’s ‘Expectations at Work’ study identified the top expectations people have, and of the top 10, six are those that we can address with communications.

Major focus areas for BCW India Group in 2023

Our focus areas align with the expectations and trends I have mentioned above. And to deliver on that, our people are working together with a growth mindset. Open to change, curious, creative, and looking forwards – these are the indicators of a growth mindset. So, our biggest area of focus will be to continue nurturing this growth mindset in our people to take on the goals and imperatives of 2023.