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Brand Journalism: Passing Fad or the next level of owned content?
In the United States and increasingly around the world, the most commonly accepted definition of owned content comes from the PESO model developed by Gini Dietrich, founder of the top-five PR blog, Spin Sucks (see below). Within the universe of owned media, one of the fast-growing categories is brand journalism. As the president and chief storyteller at WordWrite, a public relations firm that connects providers of complex services with C Suite leaders of middle-market companies, storytelling is at the heart of everything we do. And brand journalism is a premier means of storytelling. I have love and respect for journalism — I spent two decades covering everything from murders to…
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Globalize, Localize, Glocalize!
Political liberalism and technological advancements have been providing a constant push to international trade, with businesses exploring and entering newer markets and servicing the aspirational needs of the new age consumers. It therefore is not surprising that more than one-fourth of the global production is exported, that too at a healthy incremental rate. The contribution of services in total exports is also heading north, indicating a behavioral shift in the international trade practices, and evolution of consumers. The world is witnessing an exponential growth in the consumption of international brands and services. A Euromonitor research states that consumers in developing countries are reevaluating their consumption habits, abandoning exaggerated materialism and…
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Influencer Marketing: The Way Forward
As the world changes and moves to digital formats, one of the greatest pivots that we have witnessed in these times is the rise and rise of ‘Influencer Marketing’. As we witness the shrinking of traditional media options, there is a growing trend of ‘Influencer Marketing and Outreach’. In this new fragmented universe, where media and individuals are vying for eyeballs, what is the future of Influencer Marketing? Will it be the new way brands communicate with consumers? How will the Public Relations Industry navigate through this? These were some of the questions raised in the PRPOI Live discussion on the subject of Influencer Marketing. With panelists Pankhuri Harikrishnan, Founder…
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Time to envisage a new journey – all the way to the boardroom!
A communicator’s purpose used to be straightforward enough. Be it at a PR agency or at a Corporate organisation, a communicator had to ensure impactful visibility for the client/brand through various conversations. However, in the last few years (maybe 5?) there has been a change in how a communicator is now viewed. Rather the role of a communications professional now comes embedded with innumerable unseen layers. Today more than ever Leadership teams acknowledge the successful impact of a communication campaign on the behaviours of the people around, with a focus on building and protecting reputation. Recently on the weekly PRPOI chats, when I read out an audience question for…
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Influencing the Influencer – Advocacy in PR
As the adage goes, “Change is the only constant” and change is beneficial, when it keeps pace with altering times, and as we all know time is one of the biggest game-changers. In context, therefore, the dynamic domains of advocacy and public relations also witnessed radical changes over the last two decades and continues to do so, even today, maybe with a much more accelerated pace than ever before. Speaking from a PR parlance, advocacy in itself, as well as, strategizing campaign outreach for advocacy has witnessed several paradigm shifts through all the bygone years. Wind the clock back 15 years – At that time, advocacy only meant liaising with…
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Advocacy Essentials
Interacting with Interest Group Media and Government In India, as in many other developing countries, one of the key driving forces has been that of inclusive growth. Other factors like the changing relationships between the government and the regulator and the question of basic independence of the regulator has also brought about a sea change in the Advocacy landscape. In this new milieu, the big question is: how can industry remain a significant partner in furthering the growth of the economy. A corporation’s socio-political environment can affect its profitability, growth, and, in extreme cases, its very survival. Not surprisingly, corporations have established Advocacy—often an extension of existing public relations—to deal with…
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Taming The Beast That Is Tech PR
Let’s start by busting a myth – “Tech PR is not for me.” I have often heard this from multiple professionals over the last two years. As technology continues to become all pervasive, the Tech PR fraternity has also grown. Today, globally there are specialised deep tech PR firms, let alone firms which specialise in technology as a whole. Whether you work for a healthcare client or an agriculture client, disruption caused by technology and its benefits is a common conversation in all sectors. For example, stories around how Apollo Hospitals Enterprise Limited conducts robotic surgeries and the use of AI to enable medical practitioners to provide more personalized recommendations…
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Harnessing the Drivers of Marketing Communication
As the world comes to a standstill, we gear up for newer technologies and effective mediums of communication that will spearhead PR Marketing and Communications. As we complete a decade as an independent Marcom company, we are energized to take on challenges. It has always been a learning experience to work with over 350+ clients for different campaigns across India. Here’s looking at our fundamentals that made us evolve with our businesses. A few of them we shared with you on the PRPOI live session and a few new insights that you can sink your teeth into: Power of Paid, Owned, Earned Platforms: PR, now is more beyond paid media…
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Curtain Raiser on Theatre PR
Best PR practices from the world of Theatre The best practices come through trial and error. But the key is to learn from the process and avoid repeating mistakes. While there might be certain practices that are specific to a particular vertical, and others common to the entire industry, innovation remains the keyword for all. Public Relations is all about human relations – the psychology of interrelating with your different audiences – and a critical aspect of growing business. There are various social media tools nowadays to propel ways of communication. Today, along with traditional forms of outreach, we have to strategize for the social media tools as well, which…
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Importance of Internal Communications in these challenging times
In a world separated by a mere six degrees of separation, one would think that communicating effectively would not be a challenge. However, despite having multiple channels of communication, we find that people seldom talk to each other or communicate effectively. This often opens gates for ambiguities and leaves room for ‘guessing games.’ For organizations, the COVID-19 pandemic has only further underscored the importance of communicating proactively and effectively. With most of the workforce working from home, the constraints on physical connectivity have only increased, putting a strain on effective internal communication and hence necessitating the need to focus on how companies communicate with their internal stakeholders. What we do…
