There’s growing reliance on data-driven strategies & analytics in PR today: Jaideep Shergill

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges, moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears. 

In this interaction with Adgully, Jaideep Shergill, Founding Partner, Pitchfork Partners Strategic Consulting LLP, speaks at length about some prominent changes in the PR  industry in the last few years, challenges that communications professionals face while dealing with adverse situations, managing and mitigating negative publicity in the era of social media, and more. 

How has the PR industry evolved over the years, what are some of the prominent changes you have noticed?

With the digital practice continuing to evolve rapidly and the media landscape transforming, the PR industry has changed forever. There are more tools available today than ever before for PR professionals to help build clients’ reputation, and technology has a huge role to play. That said, establishing personal connections will always be at the core of what we do, be it with clients or media. Nothing can replace the human element. Coming off the pandemic-induced disruptions, there has been a resurgence of in-person meetings and interviews. Also, PR has moved away from being just about media relations to being more about strategy, with content at the core of it. Once you have a content strategy in place that straddles across stakeholders and relevant platforms, you can be assured that the payback will be substantial. 

One of the more prominent changes is the shift towards a more integrated approach to communication. PR professionals now work closely with other departments, such as marketing and advertising, to ensure a consistent brand message. 

Another significant change is the emphasis on data-driven strategies. There is a growing reliance on analytics and metrics to measure the effectiveness of PR campaigns and make informed decisions, thereby making your efforts count in a more concrete manner. 

How much pressure does a communications professional have to go through while dealing with adverse situations?

A communications professional has to navigate challenging situations that can create high levels of pressure. Adverse situations can include negative publicity, crises, conflicts or any other event that can harm the reputation of an organisation or individual. The pressure can come from different sources such as media scrutiny, stakeholder expectations, legal implications and public perception. 

In these situations, communications professionals need to act quickly and strategically to mitigate the damage and protect the interests of their clients or organisations. Effective communication skills play a major role, including the ability to be able to deal with crucial and challenging conversations, handling emotions and maintaining composure under stressful situations. At the same time, it helps to have a plan in place for tricky circumstances as that helps negate panic and you can instead channel your energies towards dealing with unfavourable situations effectively. 

How do you manage and mitigate negative publicity or online reputation attacks?

The process of dealing with negative publicity and online reputation attacks is similar to surviving a storm. We believe that prevention is better than cure, and insist on robust listening and monitoring mechanisms to avoid online reputation attacks. In a world where anonymity has become ridiculously common, having an early warning system is a gamechanger. We advise clients to always be truthful, transparent and conduct their business sustainably, and refrain from making decisions that could invite negative publicity or reputation attacks. Along with that, we have detailed SOPs and crisis handbooks in place for every client to ensure we deal with any crisis that might hit, swiftly and efficiently. Our outlook toward a client’s crisis is to give people the first priority and the purse the last. 

Could you provide examples of how you have leveraged social media platforms to increase brand awareness and engagement for your clients? 

Social media is indisputably becoming the biggest source of information these days. Our new influencer marketing vertical has been created to leverage this power for boosting our clients’ reputation even further. Leading this segment is Sangya Lakhanpal, an influencer herself, who knows the power of being authentic and has the skill to translate that into impeccable results for our clients. For instance, we have done some incredible work for a leading education brand. Through collaborations with relevant influencers for new launches, we have been able to reach the brand’s target audience in a way never seen before. These collaborations have resulted in the brand reaching over 2.2 million new accounts, leading to sustained brand chatter on Instagram along with a huge boost in brand awareness and engagement. 

What are the core client expectations from PR agencies in the post-pandemic market ecosystem?

In the post-pandemic world, there is growing emphasis on measuring return on investment in communication. Another major shift is in the outlook towards communication as a whole. Clients are no longer satisfied with media coverage and want expert counsel on their communication strategies. Agencies that are successful in providing advice and guidance to their clients are better equipped to navigate the demands of the post-pandemic era, compared to those that focus solely on execution. 

Being a leading leader of the communications industry, what tips and tricks would you like to share for your subordinates?

First, prioritise relationships. Effective communication with your teams, clients and stakeholders builds trust while making the client feel heard and understood. My suggestion is not to limit yourself to a field or sector; explore, find your strengths and leverage them for learning. The value of reading and research is intangible and can help you frame narratives that you did not realise existed. It can make your communication stronger and more effective. Read about your clients as well as their competitors and focus on gathering knowledge about the sector. Make great connections, take risks and be consistent. Take pride in your successes, but never back down from challenges. 

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