Rewind 2022: Talent was the biggest industry challenge and dominated 2022: Xavier Prabhu

• As the year 2022 draws to a close, it’s time to review the most significant industry developments during the year. Adgully is reviewing the year 2022 for M&E, Advertising, Digital, Marketing, PR & Communications, along with leading names in the industry as part of its annual Rewind series.

Recapping the year 2022 for the PR and marketing communications ecosystem, Xavier Prabhu, Founder and Managing Director, PRHUB shares some important developments in the year gone by. He also highlights that talent continues to be a challenge and a key factor for the PR industry.

The year 2022 for PR & marketing communications

The PR industry overall has done well, posting double digit growth and also in the quality of the work that is being delivered across the board. The industry continues to push forward on becoming more new age media and digital led, which is heartening and bodes well.

Key trends & developments in PR

Talent was the biggest challenge and dominated 2022, according to me. The other is the continuing changes in the Indian media landscape, which forced all of us in the PR industry to rethink the current media relations model closely. The third, of course, is the continuing pressure on PR consultancies to reinvent their business models.

The implications for the industry and any player is that there is no room or cushion to slack off or take the environment for granted. One needs to be on their feet and guard all the time, change constantly and quickly and be highly nimble and flexible.

Overall performance of PRHUB in 2022

The year has been really good for PRHUB. We did well on all fronts. We grew significantly, signed up some really prestigious clients, expanded our footprint into newer areas, expanded our capabilities in marcom, social and digital, and steered the business well so we are able to invest in the future.