2020:The future of Public Relations in India

The social media disruptions have redefined the realms of the communication industry. Today when we say media we mean:

- Print

- Broadcast

- Digital platforms

India has 22 vastly spoken languages with media further divided into Regional and English media. As quoted by Reverie Language Technologies — only four percent of the Indian population that understands and comprehends English while 96% of our population comprehends content in their native language. Reverie also states that India spends close to 17 million dollars in consumption of regional language — this includes print and broadcast, currently the digital regional content consumption is very low but with #DigitalIndia initiative, the year 2020 would see a lot of regional content.

Sharing practices we follow at Galvanise PR while servicing our clients

- Leverage the brands on the Social Media platform by creating relevant content. The created content needs to be engaged, managed and addressed.

- Understand reporters contributing to traditional media (print/ broadcast) — this is done by following them, reading and engaging with them on what they write. To strike the right chord with the journalists, the PR professional needs to be well researched themselves.

- Set client expectations on what news would generate attention and what would not, every interaction with a journalist might not convert into coverage. Remind them on the key messages and discussion points for the 30–40 minutes interaction.

The focus in coming years would be innovating communication messages targeting niche audiences than building messages in general for all, keeping the content audience relevant and specific.

With the blurring lines between advertising and PR firms the future belongs to 360 degree all-round integrated communications.