What we are undergoing in PR is a metamorphosis of storytelling: Manali Parmar

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, Manali Parmar, Corporate Communications Lead (India), BSH Home Appliances, speaks about specific changes in the PR industry in the last few years, explains how to overall plan PR strategy step by step, role of digitalisation, CSR, and more.

You have been in this industry for a while now, what are the changes you have noticed in the last few years?

What we are undergoing, as an industry, is a metamorphosis of storytelling. Today, the mediums, formats and faces we use to convey our brand messages have undergone a complete transformation. This shift is not only for mainstream product and brand marketing but also for corporate reputation management and employer branding exercises.

The lines between marketing and PR are also starting to blur as content efficiency is taking precedence over everything else. In a nutshell, this is the best time to be a communications marketer because the canvas is wide open and opportunities for creative storytelling (paid and/or earned) are endless.

How do you plan overall PR strategy every year?

At a macro level, identifying your business needs and accordingly developing 2 to 3 (not more!) priorities for communications (whether internal or external) is the most important step. Once you align on this with your management or business leads, you’re halfway through. The rest is all tactical planning where you simply need to find a means to an end. This approach has worked well for me over the years. I do not believe in plotting massive year long calendars. We are living in a VUCA world so all we need to do and can do is, keep our ears on the ground and be ready to tune our plans as per the need of the moment.

What is the role of digital in PR and have you adapted to the digital transformation to engage with your audience?

We live in a virtual sphere, so to mention ‘digital’ as a separate term in the context of communication would be archaic to some extent. Whatever we do now to communicate with our audience internally and externally is very well synchronized with outcomes that are digital in some shape or form. Yes, from the lens of media monitoring and analytics, we have surely undergone a digital transformation which I have truly embraced. We are fortunate to have access to third-party intuitive dashboards for regular assessment of our and competitors’ work. Apart from this, I don’t think we’ve had any specific moment of transformation to adapt to, as such – it’s a journey that’s ever-evolving.

What are your views on CSR and its role in building a positive brand image?

The realm of CSR is far beyond the mandatory government requirements. Organisations are conscious, more than ever before, about their impact on the environment and are actively taking thoughtful steps to ensure the overall well-being of the communities and spaces they operate in. A positive brand image is just a by-product of this effort. Companies that take a short-term view and conduct CSR activities for eyeballs alone, may end up impeding their reputation in the long run as their people and partners will see through the lack of purpose and impact. Hence, it is important to take a genuine effort in this direction while also taking your people, partners and leaders together in the endeavour. If each one of us is truly committed to doing good, it will surely come back to us too!

What are your valuable tips and advice to young and aspiring PR professionals?

Be open-minded about the roles and responsibilities that are given to you. No task is too mundane or massive. Each day is going to be different. Don’t go overboard with the highs of today as tomorrow may be the lowest of lows too. So, try to stay as balanced as you can, in your emotions towards all kinds of outcomes. Most importantly, have fun. While PR can be stressful in many ways, there are always reasons to have fun with your work. This is the best time to be in PR so make the most of it!

PR
@adgully

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