Strategies PR professionals canâ€™t ignore in 2023

Authored by Nakul Ghai, PR, Communications & Corporate Affairs Specialist.

Since the beginning of the pandemic, the PR and Communications industry has undergone significant changes. The focus has shifted from traditional print media to a multi-channel approach that includes a combination of print, online, audio-visual, and social media. The rise of podcasters, influencers, and content creators has also made it important for PR professionals to utilize these platforms and communities for effective brand communication. As we are in the initial months of 2023, here are some tips for PR and Communications professionals to help stand out in their field:

Turn the Spotlight on ‘ESG & Purpose-driven initiatives’: As per ICCO’s World PR Report 2022-23, ESG is going to become a priority area for business investments across APAC and hence, PR pros shall get ready to communicate ESG (Environmental, Social, and Governance) and purpose-driven initiatives. These types of initiatives are becoming increasingly important to consumers and stakeholders, and PR professionals can play a role in highlighting the efforts of their clients or organizations in these areas. This can involve crafting messaging and creating content that showcases the values and commitments of the organization, as well as finding opportunities to share this information through various channels such as social media, podcasts, press releases, and events.

Invest in Community Building: In today's digital age, there is a growing emphasis on creating and fostering online communities. PR professionals can play a role in this by helping to build and engage with communities around a particular brand or topic. This can involve creating and promoting content that resonates with the target audience, finding ways to encourage participation and feedback, and responding to and addressing concerns or questions. By building a sense of community and fostering engagement, PR professionals can help create a positive and lasting impression for their clients or organizations. Building strong and sustainable relations with media, influencers and content creators is crucial for PR professionals, as they can be valuable partners in spreading the message of an organization or brand. This can involve identifying key individuals and outlets in the industry, reaching out and building rapport, and staying in touch to maintain the relationship. It is important to approach these relationships in a respectful and professional manner, as well as being mindful of the specific needs and preferences of each individual or outlet.

Embrace Data, Measurement, Evaluation, Tech & Analytics in PR: A survey conducted by the Institute for Public Relations found that while most PR professionals believe that measurement and evaluation are important, many struggle with implementing effective measurement programs. This survey also found that PR professionals tend to rely on more traditional measures such as media coverage and website traffic, rather than more advanced metrics such as engagement or sentiment analysis.Embracing data, measurement, evaluation, technology, and analytics can be beneficial for PR professionals in several ways.

First, these tools and techniques can help PR professionals more effectively measure and evaluate the impact of their efforts. By using data and analytics, PR professionals can better understand the effectiveness of their campaigns and identify areas for improvement. This can involve tracking metrics such as media coverage, website traffic, social media engagement, and more.Second, technology and creative tools, such as chatbots and AI, can help PR professionals streamline their work and reach a wider audience. For example, chatbots can be used as powerful allies, thus freeing up PR professionals to focus on other tasks. Similarly, AI tools can help with tasks such as content creation or data analysis, allowing PR professionals to be more efficient and productive.Overall, it is important for PR professionals to embrace data, measurement, evaluation, technology, and analytics in order to stay relevant and effective in their work.

Strategic Consulting & Crisis Counsel amid economic slowdown & geopolitical risks: In times of geopolitical risks and economic downturns, PR professionals can play a crucial role as strategic advisors to help businesses navigate reputational crisis.During a crisis, it is important for businesses to respond promptly and effectively in order to minimize damage to their reputation. PR professionals can help by providing guidance on how to communicate with stakeholders, crafting appropriate messaging, and identifying the most effective channels for reaching out.In addition to managing the immediate crisis, PR professionals can also help businesses develop long-term strategies for managing their reputation. This can involve conducting risk assessments to identify potential areas of vulnerability, developing contingency plans for future crises, and building relationships with key stakeholders to create goodwill and trust.By acting as strategic advisors and helping businesses navigate reputational crisis, PR professionals can help protect and enhance the reputation of their clients or organizations.

Pre-emptive & Pro-activePlanning based on Research & Insights: Pre-emptive and pro-active planning based on research and insights is an important aspect of PR work. By taking a proactive approach, PR professionals can anticipate potential issues and challenges and develop strategies to address them before they become full-blown crises.One way to do this is by conducting research and gathering insights on the target audience, industry trends, and potential risks. This can involve gathering data from a variety of sources, such as market research, social media monitoring, and stakeholder feedback, to get a comprehensive understanding of the landscape.Once this research is collected, PR professionals can use it to inform their planning and strategy development. This can involve identifying key messages and themes, developing targeted communications plans, and identifying the most effective channels for reaching the target audience. By focusing on pre-emptive and pro-active planning based on research and insights, PR professionals can help mitigate risks and improve the chances of success for their clients or organizations.

I hope you found these tips useful and helpful. As we move forward, let’s try and make a positive impact in the PR and Communications industry.