Use of tech is great, but not at the cost of losing the human touch: Jagriti Motwani

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 conversation with Adgully, Jagriti Motwani, Co-founder and Chief, Cha-Chi, speaks about the strategies and vision of Cha-Chi which makes it relevant in the PR industry, emerging trends and challenges, the importance of transparency and trust in PR campaigns, and much more.

How does your company differentiate itself from other PR companies, and what unique services do you offer?

We are a young agency born in 2018, aiming to narrow the divide between contemporary businesses and modern integrated PR strategies. I envision Cha-Chi as a modern-day Apollo spacecraft, blazing a trail through the competitive landscape with unparalleled speed and efficiency. We take the best of old-age practices of building trust and deliver them in a new-age way through content, media outreach and influencer marketing, harnessing the latest technologies all the way.

We believe that present-day businesses require PR to acquire organic trust and growth through word-of-mouth publicity, which is the most efficient way to promote their brand. By blending traditional trust-building methods with a mix of media, social media, and influencers, we strive to help businesses reach out to their target audience effectively. With a focus on delivering compelling messages to the appropriate target group and providing an omnichannel approach, we ensure to meet the demands of today’s consumers.

Our integrated reputation management consultancy provides PR, social media, performance marketing, influencer outreach, and content services to clients based in India and Dubai.

How do you stay current with the latest PR trends and technologies, and what steps do you take to ensure that your clients stay ahead of the competition?

At Cha-Chi, we prioritise continuous education and training for our team members and encourage exposure to global trends and technologies in communications by constantly interacting with our counterparts around the world. Today, most of our clients, D2C brands, healthcare and fintech brands are building businesses for Bharat, and to help them aptly, we took on the mission of creating an India In-Depth Survey Report to understand better how news from different sources influences Indians.

This report was developed through face-to-face interviews with 2,000+ Indians across 28 states and 7 union territories. Our survey conductors travelled 32,714 km in 101 days during an all-India tour between September and December 2021, enabling us to gather valuable insights for brands seeking to communicate with and engage Indians effectively. By conducting secondary research and analysing news consumption patterns in India, we were able to reveal significant trends, such as the impact of the pandemic on consumer preferences and behaviour.

Our findings also highlighted a strong reliance on traditional media for decision-making purposes, with regional news channels being particularly favoured compared to social media.

Additionally, word of mouth was identified as playing a vital role in buying decisions for items such as phones, clothing, and imitation jewellery, with 56% of people trusting recommendations from WhatsApp groups compared to only 24% trusting influencers.

How do you tailor your PR strategies to the specific needs and goals of each client, and what steps do you take to ensure that your campaigns are aligned with their overall business objectives?

We focus on creating real, measurable impact and value for our clients through comprehensive marketing strategies and constant innovation. We tailor our PR strategies to each client’s specific needs and goals by thoroughly analysing their business objectives, target audience, and competitive landscape.

We work closely with our clients to define their unique value proposition, develop messaging that resonates with their audience, and measure the success of our campaigns based on pre-determined key performance indicators.

What is your approach to building a strong brand reputation for your clients, and how do you help them establish themselves as thought leaders in their industry?

At our communications agency, we believe that creating authentic content is key to increasing brand preference for our clients. To achieve this, we focus on developing a comprehensive brand identity that reflects our client’s core values, vision, and mission. We then use this identity to create a consistent brand voice across all marketing channels.

To establish our clients as thought leaders in their industry, we leverage their expertise to create content that positions them as experts in their field. We ensure this content is tailored to their target audience, adding value to their customers and building trust with their brand.

In addition to content creation, we help our clients build a positive public perception by leveraging media relations and influencer marketing. We work to gain exposure in relevant outlets and platforms, allowing our clients to reach a wider audience and build trust and credibility with key stakeholders.

By creating authentic content that speaks of our client’s brand values and leveraging this content to build thought leadership and positive public perception, we help our clients increase brand preference and build a strong brand reputation.

How do you ensure transparency and accountability in your PR campaigns, and what measures do you have in place to address any concerns or issues that may arise?

We provide regular updates and reports to our clients and have measures in place to address any concerns or issues that may arise. These include regular check-ins, being aware of the changes happening in their industry and monitoring competitors, guiding our clients with the best course of action and incorporating their feedback, and a crisis communication plan for handling unexpected events.

How has your agency adapted to the changing media landscape, particularly with the rise of social media and digital communication?

We have a dedicated team that specialises in digital marketing, social media and influencer marketing, and we have developed strategies for leveraging these platforms to reach our client's target audience. We also stay up-to-date with emerging technologies and trends to ensure we provide our clients with the most effective solutions.

Our Influencer marketing practice is one of the few in India in India that specialises in hyper-local outreach in over 15 vernacular languages, helping brands develop an authentic connection with their audience.

What do you see as the biggest challenges facing the public relations industry in India today, and how do you plan to address them?

I wouldn’t say challenges, but one of the biggest opportunities for the PR industry in India is the rapid pace of technological change that is helping us transform the way we work every year. Also, the advent of a 24/7 news cycle is a boon and a bane, as it gives us more opportunities to explore while keeping us on our toes around the clock.

How has technology changed the way public relations is practised in India, and what new trends do you see emerging in this field?

One technology that has changed our lives and ways of working for good is AI. Making videos to presentations in minutes, getting summaries of industry trends and landscapes in a jiffy, the world has evolved so much.

The only challenge now is to keep authenticity alive. While the world is becoming more dependent on technology, it is essential to remember that we are in the business of building trust, which can only be achieved through human touch and authenticity. It is great to use technology, but not at the cost of losing the human touch, as that may cause more harm than good in the long run.