Public Relations in the future – The shape of things to come

Public Relations had to struggle for both respectability and clarity of purpose in the early years. The PR business was seen has merely pushing press releases in the early 80’s. In fact, the wings to the PR business to fly high was set rolling when the World Public Relations Congress was held in Mumbai in 1982, which was organised by the Public Relations Society of India, where the industry had to opportunity to witness a galaxy of speakers. The noted architect of PR from UK, Sam Black, who is considered as the father of Public Relations, was present to address the audience.

Over the years, PR has gained the respectability it deserves and has earned a seat in the boardroom. Today, the industry is filled with professionals who have taken the baton to sprint faster and match global PR standards and help clients in shaping their brand with more purpose and backed with credibility.

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At a time when the economy is on the growth path and needs a good booster, the role of PR will be viewed in a big way. It will necessarily have a larger and more sophisticated and complex role to play. The PR business has itself reinvented and PR professionals are keen to contribute more to the rising modern India. Post the pandemic, the need for PR has become all the more important and agencies have also doubled up and have stood tall and robust in giving a helping hand to many of their client partners.

AI and technology will have a major role to play and the future of PR will depend on your creativity and on how you are able to narrate your story in the most compelling fashion. Also, the adoption of analytics will further help in getting valuable insights and help in drawing sharper messaging when engaging with your audiences.

The future is going to be exciting and more challenging. While it may be a level playing field, ultimately those who are able tell their story well and leverage digital to the maximum will be in an advantageous position. Teams at agencies will have to be more agile as online reputation and influencer marketing will march ahead as brands are expecting quick turnaround and results. 

In the beginning of the year, when we spoke to a several industry experts, they were of the opinion that the agencies have adapted to the new way of working post the pandemic and the pandemic has thrown us several new challenges which we have all managed to cope with. While Covid will continue to play hide and seek across the world, the industry will move in its normal speed. Innovative digital approach and continuous interactivity with the audiences will keep happening. While the pandemic fatigue will be a challenge but the brighter spot to look at is there will be more opportunity for more creativity and innovation in the communication space.

Catch all the exciting conversations and discussions on the Public Relations and Communications industry at IMAGEXX Summit & Awards 2022, to be held on June 16, 2022, at The Leela Ambience, Gurugram. Click here to register.