Tag: Communication

44. Is it the fall of Print era?

Posted on by Neha Goyal

Digital is changing today’s world. One cannot debate how the internet has become critical to our daily lives. Today everything is going digital. People have started shifting from books to e-books, newspapers to e-websites, food menus for delivery to online apps. Well, let’s not get into whether the internet is making our lives easy or ruining with all the accessibility it has given us. 

Today, every now and then we find people asking us the same question- ‘Is the print media dead?’ or ‘Will print media die?’ 

As an aspiring PR professional, every day we are told how important reading newspapers is and we should avoid reading it online. We are taught that reading a physical newspaper allows us to understand where crucial information is located. While in the case of online media, we end up reading one topic through multiple links and lose our track. Newspapers also allows us to go back to the old stories which were printed in the past, for reference and learning.

We are also taught in class how we, as professionals, have to look for write-ups being published in print as well as on digital; how different our approach should be while planning things in future for our clients, and how it will make our life easy and also difficult. Digital media helps reach a large audience but print media helps us to reach the audience who are still not online.

Web helps in creating brand visibility. It also helps local business to talk about them through portals like PopXo, Lbb, Curlytales, WhatsHot which keeps millennials hooked and informed. 

Yet I believe that print media is not dying anytime soon. Both the mediums have their own pros and cons. As media is changing and transforming it is important for us, PR professionals to educate ourselves well enough and stay updated with these changes. This will help us stay relevant and ensure that we use the correct media to communicate with our stakeholders.

39. Artificial Intelligence-2

Posted on by Neha Goyal

In my previous blog, as I stated earlier, artificial intelligence has the capability to think and perform like humans. But it raised a question that will it replace humans to take-over our job or to improve the efficiency of work done by us?  

Being an aspiring public relations professional, through this blog I will talk about what is the current scenario of AI in the PR field. Expert says that it has the capability to do several things and can have a significant impact on the PR world.

John Bara, the president and CMO of a leading predictive marketing technology company, believes that AI will radically positively change the PR field.

The potential of Artificial Intelligence in terms of Public Relations are:

  • Write data-driven stories
  • Create media lists
  • Transcribe audio and video into text
  • Predict media trends
  • Monitor social media

Professionals always look for ways to make fast decisions with accurate information which would help them drive results and the goals. AI gives a more in-depth look at how their problems can be solved and impacts their decision making. Keeping this in mind, one should understand that AI is not a threat to us but makes the task easy for the professionals.

AI can help professionals to get data which can help them in getting good results of their PR campaigns. It can determine the correct influencers required by going through the public information available. Data can help to hyper-target the audience and to speak directly according to their needs and wants. It has the capability to help professionals to avoid crisis by analyzing the information and predicting the threats. It can do those works faster, easier and better than humans.

Yet there are some qualities which the technology will lack, and that is the soft skills required for the job.  Relationship building, storytelling, creative thinking, trust-building, critical thinking, leadership qualities, empathy are some that require a human touch.

Artificial Intelligence cannot do things out of the box as they are designed in such a way that if they do anything different they will crash.

In conclusion, I would say that AI can replace humans but there are still many years left to see this miracle but till then humans have control over AI.  Machines and humans can do each other’s tasks yet there our tasks which machines cannot do.  It helps the professionals to do the work effectively. Rather than fear, we should make the best use of it in this fast-paced world.

Sources: https://www.forbes.com/sites/theyec/2017/03/20/how-advancements-in-artificial-intelligence-will-impact-public-relations/#201189df41dehttps://b2bprblog.marxcommunications.com/b2bpr/artificial-intelligence-and-pr

36. Not everything deserves a Press Release

Posted on by Neha Goyal

Press release is an official statement provided to media by a firm. It is a media release that provides recent information about a company, what new they are announcing about or what they want the audience to know about. It is made by public relations professionals in a news story format for the journalists to deliver the news. Press release is a format that is being followed by both companies and media houses for many years. Call it coincidentally or purposely but the initials of Public Relations and Press Release are also same.

In today’s communication landscape, people are not stuck to the old school of media coverage. Press release is not the only material but we have got more materials and sources to get the exposure. The time is changing and a lot of things are coming up which can help get media coverage.

Are press releases the only way to communicate the audience?

Everyday journalists receive a lot of press releases a day from different companies, which they reject easily without even reading it properly if it doesn’t interest them. Our goal is to present an idea in a story form that will help a brand get highlighted and featured.

Pitch letters are a good option to send journalists than writing a press release. Through writing a letter to the reporters who might be interested in the story, one can give ideas related to the firm in a more precise way. If the letters fulfill the need of the reporters and the audience, it can get appreciation.  

Social media is becoming a good way to engage with the audience and give them news about the brands. The newspaper is considered a credible source but not everyone is reading a newspaper today. When there is an announcement made by a brand through its official account even the journalists tend to pick up that story and are interested to write on them. That is when the journalists get in touch with the public relations professionals to know more about the story without a press release.

Visual storytelling is getting trendy and it is one of the ways which easily leaves an impression on the mind of the viewers. Through visual storytelling, the journalists don’t need to go through long press releases and yet get convinced with the messages if shown correctly.

These are some of the things which we can consider than writing a press release to the reporters. It has got enough potential to have the attention of our audience. In this fast paced world and ever-changing ideas of communication medium and the message, a communication professional needs to be well informed and creative enough to find out new ways to communicate to their audience.

34. Denstu Inc.

Posted on by Neha Goyal

‘Good Innovation’

Denstu is a Japanese international advertising and public relations company. In 1901, Hoshiro Mitsunaga established Japan Advertising Ltd. And Telegraphic Service Co. which later became Japan Telegraphic Communication Co.Ltd. that is how the journey of Denstu started. In 1943, the company acquired 16 companies for its advertising business. Denstu started growing and in 1989 its billing exceeded 1 trillion yen. It was the first company to receive the certificate of ‘Eco-First Company’. In 2001, it was listed on Tokyo Stock Exchange.

In 2012, out of Japan a new umbrella organisation of the company’s agencies named Denstu Network was formed which changed its story. Next year it established a new global operating unit in London, Dentsu Aegis Network Ltd.

Toshihiro Yamamoto is the current president and CEO of Dentsu. The company truly believes in the three elements of innovations: Entrepreneurship + Ideas + Technology, which stand for making change in the society by going beyond imagination.

Denstu is engaged in a wide range of business activities. They are the solution givers for management and operating team for planning communication strategies for advertisers, media and content holders. They are the biggest players in the field of advertising because of their quality service and calls themselves as “Integrated Communication Design”.

The services provided by Denstu include marketing, public relations, content, marketing, digital marketing, information technology, sports and events. Their services are in 145+ countries and regions with over 62,000 staff.

One of the five top agency group has got lot of brilliant agencies and consultancies under them who does some great work for its client and is growing in the international market.     

Source: http://www.dentsu.com/   

32. Publicis Groupe

Posted on by Neha Goyal

‘The Power of One’

Publicis Groupe is known for best in class technology, digital and consulting expertise and creativity across the globe. It was founded in 1926 considered as the oldest and one of the largest marketing and communications group. The French multinational advertising and public relations company is headquartered in Paris.

Publicis was founded by Marcel Bleustei-Blanchet when he was 20years old. The story behind the name ‘Publicis’ is  “‘Publi’ for publicité, the French word for advertising, ‘cis’ for the French sound of the number six, like 1906, the year Blanchet was born.” He transformed advertising into an ethical industry during that time. He would call Publicis as his ‘mad passion’. He introduced the world the use of radio and TV for advertising, sponsorships, multimedia approaches and so on.

In 1945 due to war, Blanchet lost everything. The only thing left with him was his honor, the loyalty of his team and clients.

In 1946, it was a rebirth of Publics and by 1947 it started growing rapidly because of its loyal employees and clients, and most importantly the way they use symbols to promote themselves and attracted clients from diversely growing industries.

Publicis was initially known for its work in advertising but later in 1960, they added a new dimension of Communication and Image.

Today, Publicis is known for the seamless service they provide to their clients in creativity and technology. They are known for 4solution hubs: Communication, media, sapient, and health. They as a group believe in delivering the ‘Power of One’ to their clients. Their latest model delivers innovation, ideas and growth in less time and low cost. Arun Sadoun is the current global chairman and CEO of Publicis.

The group is the parent company of Leo Burnett, Publicis Worldwide, Saatchi & Saatchi, Marcel, MSL, BBH, Fallon, Prodigious, Publicis Sapient, Digitas, Starcom, Zenith, Saatchi & Saatchi Wellness and so on.   

Publicis Groupe has got 84,000+ employees in 100+ countries across the globe. They service in advertising, public relations, marketing, marketing research, sharp media targeting to all clients globally.

Source: https://www.publicisgroupe.com/en

30. Omnicom

Posted on by Neha Goyal

Omnicom is a global media company that deals in media, marketing, and corporate communications. It is an American based company which is headquartered in New York. Omnicom was created by a three-way merger of BBDO Worldwide, Needham Harper Worldwide, and Doyle Dane Bernbach. People behind this merger in 1986 were Allen Rosenshine, Keith Reinhard and John Bernbach.

The media company provides services of advertising, public relations, customer relationship management, media planning and buying, digital and interactive marketing, brand consultancy and speciality services. Omnicom is a parent company of five major agency networks that has got 1500+ agencies. The agency networks are BBDO Worldwide, DDB Worldwide, Omnicom Media Group, Diversified Agency Services, and TBWA Worldwide.

The 33year old company’s agencies are considered as some of the most creative agencies in the world. The holding company of many agencies and consultancies across the globe believes in equality where each employee is valued by their talent, expertise, experience and perspective.

They believe in the mantra of ‘Talent, Collaboration, Creativity’. They foster a culture of collaboration and says that talent drives their business.

John Wren is the current Chairman and CEO of Omnicom Group who was also a part of the team that created Omnicom Group. Philip J Angelastro is the Executive Vice President and Chief Financial Officer of the group.

Some of the Public Relations consultancies under the group include Ketchum, CLS Strategies, Cone Strategies, Fleishman Hillard, Porter Novelli, Brodeur Partners, Clark and Weinstock, Kreab Gavin Anderson.

Omnicom is a global leader in marketing communications that has got over 5,000 clients in more than 100 countries.

Over the years the group has done a lot of great work through their agencies and consultancies across the globe which made Omnicom won the Holding Company of the year at 66th Cannes Lions International Festival of Creativity in 2019. Winning at Cannes means the won award programs at- Cannes Lions, the WARC Creative 100 and The One Show.

Omnicom became a signatory to the United Nation’s Global Compact in 2016, committing to the world’s largest voluntary corporate sustainability initiative.

Source: https://www.omnicomgroup.com/

29. WPP

Posted on by Neha Goyal

‘Champion a culture that is open, optimistic and committed to extraordinary work.’

WPP is a creative transformation company. It is one of the ‘Big Five’ multinational advertising and public relations company. It was originally known as Wire and Plastic Products who use to manufacture wire shopping baskets back in 1971. In 1985, Martin Sorrell took a controlling stake to build an international marketing and advertising group. He renamed the company simply as WPP and became the Chief Executive Officer of the firm.  

Today, WPP is one of the leaders in communications, experience, and home to many of the most admired agencies and consultancies in the world. Today the company is not only the leader in communications through the best of technology and data but has achieved the best outcomes in media buying for their clients, has given the most effective and efficient marketing solutions to some large companies across the globe.

Lots of advertising, public relations, media and market research companies come under the WPP across the globe. WPP is the parent/holding company of different agencies and counsltancies like Ogilvy, Hill & Knowlton, J.Walter Thompson, Young & Rubicam, Burson Marsteller, Akqa, GroupM, MediaCom, Wavemaker, Finsbury.  

The company offers best ‘communications, experience, commerce and technology to build better futures for our clients’. It is offered through the services provided like Advertising, Branding and identity, Media planning and buying, Public Relations, Market research, Data and Insight, Digital Marketing, Productions.

WPP team has done some great work which is recognised and appreciated by people across the globe and has also made them win a lot of awards over the years.  

WPP has got their offices in 112 countries where more than 130,000 people work.

Mark Read is the current Chief Executive Officer of WPP. Recently John Rogers has been appointed as Chief Financial Officer of WPP who will be joining in 2020.

InMobi Group and WPP have entered a multi-year strategic partnership to co-build unique benefits and help marketers enhance brand experiences for consumers.

In June 2019, WPP Group took a pledge to phase out single-use plastics in all the offices and campuses worldwide by 2020 as they have signed the ‘New Plastics Economy Global Commitment’.

Source: https://www.wpp.com/

27. Storytelling

Posted on by Neha Goyal

‘Storytelling is not a sales strategy’

When talking about storytelling as a profession people usually say “Kahani likh na hai? Yeh kaam hai?” But now the time is changing and has been aligned by hyper communication the storytelling to the world.

Today we students at SCoRe had an interesting session with Shashidhar Nanjundaiah who taught us the guidelines to understand while constructing a story and how a storyteller should be.  

‘Storytelling is like a transport that helps audiences to make meanings.’ This is how storytelling was defined by Mr. Nanjundaiah sir where transport is a process of moving your audience. It is a part of cultural strategy in an organisation that relies on the basis of cultural expressions. A good storyteller needs to be in the same environment as the audience is.

While writing a story, one should remember that they are writing the story for everyone except them. To build a story we need to answer the 5Ws and 1H for the audience to understand and get the message correct. While communicating human value become important and hence needs to survive. Therefore, we can say communication 4.O is becoming more humanistic than before.

The strength of storytelling lies in their imagination. Stories are all around us. Constructing a story is the result of finding one. The beauty of it is not in creating a story, it’s in finding the story.

Expression and storytelling are considered as two different things where non-professionals express their story. And story is a way people internalize someone else’s experience and how one can forward it. The storyteller’s job is to make the audience emotional and not get emotional.

Sir Nanjundaiah tells us that there are certain boundaries that need to be set while doing corporate storytelling. Those are:

  • Persuasive message
  • Non-fictional
  • Align with organisational goals
  • Has an outcome

He also guides us on how we can proceed while constructing a story. It can be done through AMRIT process- Audience, Message, Relatability, Intrigue, and Takeaway. In this, we should know that does our story suffice these attributes. We should target our audience, construct our story to send our message. The story needs to be relatable for the audience, raise curiosity and there should be a takeaway for the audience. It should answer the question ‘So what’ and ‘What’s in it for me’.

Stories can be ordinary but can be constructed in an extraordinary way. Sir Nanjundaiah explains his statement by giving us the example of ‘Dhinchak Pooja’ and her viral video of ‘Selfie le li maine aaj’. Where he explained to us how even if it was not interesting but because of it being so ordinary it made her earn millions of money.

He ends the session by advising us that we shouldn’t go over with the structure but to go with our strategy. Building intrigue among the audience is important in the story.

26. Class 2020 at Avian We

Posted on by Neha Goyal

PR Consultancy visit is an opportunity given to SCoRe students to gain learning from the people in the field and also know in detail about that particular consultancy. Today we visited the 15year old PR Consultancy ‘Avian We’ which is India’s one of the largest independent communication consultancy.

Avian was founded by Nikhil Khanna in 2004 whose current CEO is Nitin Mantri. The firm’s belief is people-centric who value people and client for life is their philosophy. They work in media relations, digital marketing, public affairs, social impact. The consultancy deal in aviation, hospitality, technology, media & entertainment sectors. In 2018, WE Communications a US-based company merged with Avian and now they are known as Avian We.

To begin with, we had our first interaction with Girish Huria, EVP who is in this field for the past 20+ years. He started the session with his introduction and told us about a few of his experiences. He highlighted the difference between crisis and issues. In our session at Avian We, it was stated to us that not everything can be called as crisis. For instance, if the flight is delayed it will be an issue and not a crisis. But an incident like a flight crash will be called a crisis.

We had a chance to meet Mr. Onassis Vaz, the man with 25 years of experience in communication. He told us how we can have successful client delight. He guides us by telling us 6 qualities that we as future professionals should remember while communicating with the clients. Those are- passion, commitment, positive attitude, insights, ideas and being error-free. He also tells us that being proactive, advisory, relationship building, discipline and management is important while working with clients.

Our next session was with Ms. Neha who shared her experience in different sectors she has been working at. After that, Ms. Kanika Sharma spoke to us in detail about Social impact which is divided into 3 parts- Public health, environment, and education. She told us how social impact does not only include CSR but also social and behaviour change communication, public health, policy change, organizational visibility and management which are pillars of growth.

Our last session about the media & entertainment sector where the session head told us about her experience of working in this sector. She shares how celebrity PR and management are different from each other.

I got to learn a lot today at Avian WE where my biggest takeaways were:

  • We should spend our time reading.
  • How crises and issues are two different things yet people take issues as a crisis.
  • As an aspiring communication professional we shouldn’t be chasing money but learnings and exposure.

22. Brand Loyalist

Posted on by Neha Goyal

‘Satisfaction is a rating, Loyalty is a brand.’

McD or Burger King? iPhone or Android? Adidas or Nike? Domino’s or Pizza Hut? Jio or Airtel? Uber or Ola? Pepsi or Coca Cola? As you are reading this, I am sure you have already chosen your favourite brands. But what will you be called? A loyal consumer or regular brand users?

Brand loyalists and brand users are two different types of people using a product of a specific brand. Brand loyalists are the people who can identify the brand very well. They are positive towards a specific brand and dedicated to purchase it. They don’t change their buying decision easily, regardless of changing environment or competitor’s coming up with unique products. On the other hand, brand users are the people who choose to use a specific brand for a certain period but can change their buying decision whenever they want.

Creating brand loyalty is one of the most important things for a business. To maintain loyalty among the consumers a brand should maintain a relationship with its existing customers. Those consumers are the people who not only use the brand but also eventually become advocates. The key to bond with customers is by engaging with them emotionally. It is all about how a brand makes a customer feel about them.

Thinking of the most passionate brand loyalist, I can connect with the stories of people and their loyalty towards a particular brand around me. My brother, who loves to play cricket will wear only Nike shoes and never shifts to its competitor brands. One of my professors doesn’t use any mobile network other than Vodafone, no matter how much trouble he had to face due to network issues. People who are loyal to mobile brand Apple, only buy and use iPhones and Macbooks. These are the people who stick to the brands and also suggest it to people around them.

Brands should build loyal consumers by creating lifetime buyers and should acknowledge it at the beginning of the customer experience.