| | APRIL 20208PR and communications industry has come of age. Unlike two decades back, when dedicated Public Relations strategies were employed only by a niche segment, a wider range of sectors today are using and valuing its importance. Be it corporate giants or startups, an increasing number of organizations and individuals are actively engaging specialist communications agencies, as they want to ensure an impactful narrative of their stories. The advent of the digital age has further expanded the scope of PR, creating an entire new dimension of digital media with its specialized set of needs and requirements. THOUGHT LEADERSHIPTHE EMERGING NEW DRIFTS IN PUBLIC RELATIONSBy Nikky Gupta, Co-Founder & Director, Teamwork Communications GroupNikky has been associated with Teamwork for over 11 years now, prior to which she held the role of Account Manager at Team Orange Communication, and Sr. Account Executive at Ace Brandwidth Communications.Even as the demand and value of PR has increased, so has the need for offering better narratives and faster responses, apart from creat-ing more impactful stories. Like any other industry, PR profession-als also need to adapt to the chang-ing dynamics. The shifting focus from Traditional PR to Digital PR, the need to pay greater attention to the changing media needs and B2B marketing trends can help you to be at the top. Here are some emerging trends in PR:Thought Leadership is for Everyone Earlier, the emphasis for creating thought leadership was largely on the top leadership of an organiza-tion. Whenever you read the men-tion of an organization, the same couple of names were always the highlight. With changing nature of organizations, flattened hegemo-nies and more leadership centres, this has changed. Today, you will see not just the founder or CEO of an organization speaking-out for the industry, but a wider range of other management leaders. So, you might also see the IT Heads talk about the latest IT trends and the HR heads talk about the shift-ing human resource policies. This wider approach to thought leader-ship has multiple benefits. First, it helps your brand to target a wider, more diverse audience and distrib-ute more content. Second, if an executive thought leader within your company leaves, he or she won't exit with all your company's thought leadership power.Crisis Communication Needs More Alacrity When you have a company, crisis cannot be completely avoided, but
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