Rewind 2022: The PR industry unlocked new avenues of revenue generation - Kunal Kishore

It’s time to review the most significant industry developments as the year 2022 draws to a close. Adgully is reviewing the year 2022 for the M&E, advertising, digital, marketing, PR and communications, along with leading names in the industry as part of our annual Rewind series.

Recapping the year 2022, Kunal Kishore, Founder Director, Value360 Group, speaks about the key developments in the PR & Marketing Communications space in 2022, as well as how tech adoption in the PR industry has had a significant impact. He also sheds light on Value360 Group’s performance in 2022.

The year 2022 for PR & marketing communications

The first three quarters of the year were buoyant, with increased job opportunities, talent acquisition, and overall brand spending on PR, marketing, and advertising domains. With the space evolving at a breakneck pace, the PR industry unlocked new avenues of revenue generation. While India has felt a slight impact from the global economic situation, this is a solid example of the strength and resilience of the nation’s economy.

Key trends and developments in PR

Tech adoption is, perhaps, the most significant trend we have seen this year in the PR and communications space. Professionals are discovering new tech tools – from AI programs to write basic content to listening tools for news monitoring. 

Influencer marketing is also a front-running trend as influencers became one of the most important communication methods this year. Creators are emerging as business owners, with relevant, creative, and engaging content being widely used to reinforce the brand-consumer connect. 

Further, brands and PR agencies are more focused on purposeful stories than ever before. The impact of the pandemic on lives and livelihoods has enhanced the importance of human-centric, meaningful communications such as ESG initiatives. 

Finally, the year saw an increase in the use of data while designing and measuring PR campaigns. From mapping consumer behaviour to understanding consumer sentiment around a brand, data is helping agencies create more impactful campaigns. 

Overall performance of Value360 Group

This has been a spectacular year for the industry and Value 360 Communications. We have onboarded industry-leading brands, such as KAYAK, Dr Batra’s, WayCool, ONDC, Shopify, TeamLease, and InfoEdge, among others. We have also expanded our presence with new offices in Delhi and Bangalore, along with a 30% growth in our team size with notable leadership talent. We are poised for further growth with new strategies and technological integration in the mix and look forward to executing our plans next year.

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