PR will focus on audience personas, transparency & authenticity in 2023: Aman Gupta

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.

Aman Gupta, Managing Partner - Asia, Health Practice, SPAG - A FINN Partners Company, speaks about the key trends that are expected to dominate the PR Industry in 2023, targeting the right audience by identifying audience personas, building transparency, authenticity and reinforcing stronger digital presence. Further, he also highlights the major focus areas of SPAG in 2023.

Key trends that will dominate PR industry in 2023

The PR & Communication industry’s focus has always been reaching out to the right audience with the right messaging. One of the key trends dominating the industry will include identifying and devising ‘audience personas’ and executing campaigns accordingly. This will include drafting and running campaigns specific to a group of people with similar attitudes and perceptions. The industry needs to connect with the target audience with personalised messages and offers.

Apart from this, the industry’s focus will have to be centered around building transparency and authenticity, and reinforcing a stronger digital presence and visibility, especially during the current times when fake news and content is proliferating at an alarming rate and infiltrating every facet of media. Striking a balance between earned and owned media is also going to be crucial in 2023. Using owned media to create a comprehensive PR & Communication strategy will help brands to express their values and mission statement on their own terms.

Major expectations

The constantly evolving technology and digital communication will bring a prominent shift in traditional ways of PR & Corporate Communication. It will also influence the ability of communications professionals to showcase the value they bring to the brands. The year 2023 is also expected to bring back the face-to-face interviews and interactions which will help strengthen affinities in the industry. Publicists, media & communication professionals will also be diversifying their outreach and connect with new platforms and content mediums, including podcasts, newsletters, and more.

With the ongoing paradigm shift in how the audience engages with brands, staying ahead in the industry will be a challenge for professionals. Hence, nurturing talent diversity and investing in employees with applicable skill sets and relevant technological know-how will be the key to the success of the industry.

Major focus areas for SPAG/FINN in 2023

The year 2023 will be a critical year for SPAG/FINN, as we look at focusing on omnichannel strategies for client to ensure that we are able to deliver business impact. Our campaigns will be channel agnostic and will focus on impactful storytelling that connects with audiences and bring in real perception shift as required and build trust, showcases value and expertise they have to offer.

The focus areas for SPAG/FINN Partners have always been setting trends through meaningful conversations, sharing real stories, and bridging the gap between the client and the consumer. In 2023, we aim to focus on insights, integration, and impact through our work.


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