Sunday, December 27, 2015
Sunday, December 13, 2015
Friday, December 11, 2015
Tuesday, November 3, 2015
Monday, September 28, 2015
As the Indian PR landscape continues to evolve, it is fascinating to see clients adapt to the integration
For example, a press event is not restricted to just calling reporters on the ground. It also means creating content for a tweet stream per the flow of the event, and continuously engaging with the reporters online and offline.
Just this past month, #GoogleHouse was a fascinating press event where updates about Google’s new product/features were unveiled. Not only did Google India have a house full of reporters, the hash tag also trended in Mumbai (where the event was held) at #1, and which also saw engagement by the reporters.
It is equally fascinating that while clients are jumping on board, Indian PR and communications professionals still remain reticent.
According to this IAMAI-KPMG report, India has over 350 million Internet users as of June 2015; this number is expected to increase over 500 million by 2017. With such a huge chunk of the audience online, it becomes increasingly important to reach them outside of the traditional ways of communicating (newspapers/magazines/TV/radio).
Though the “what” to communicate remains constant, the “how” to communicate is constantly changing.
Here are some compelling PR trends executives need to adapt to if they want to stay relevant in the industry in the long run:
1. Building the social profiles of C-suite executives.
C-suite executives have started understanding that their social presence matters. Their customers are online and, in order to connect with them, it is essential that they have a social presence to connect and engage with their target community.
PR executives can play a vital role in positioning and building such social profiles, keeping in mind the customer and media perspective.
2. Multimedia & crisp communication.
A quick crisp e-mail with images or infographic has a better chance of catching the media’s fancy than long pitch notes or press releases. An innovative way of sharing information is what the media looks for.
If you can communicate the message in 140 characters, you’ve nailed it!
3. Online & blogger engagement.
Given the increasing Internet connectivity in India, PR executives need to start interacting with the online and blogger community from various industries to keep themselves and their clients relevant and up-to-date.
While print media still has a wide reach in India, the audience is glued online, and frequently seek feedback about product and services from the online/blogger community.
4. Twitter chats.
The trend of Twitter chats is catching on in India. While these digital events are still primarily held on a one-off basis, many brands have started interacting with their audience through such chats, helping them form a community of evangelists over time.
An interesting example: a Google Twitter chat that invited entries to share an app idea for the Prime Minister’s office. This initiative was undertaken by Google India in collaboration with MyGov.in (compare this to the White House’s We the People effort).
Influencers in the tech blogger space were roped in, along with spokespeople from Google and MyGov.in. The 30 minute tweet chat reached 2.7 million unique users and garnered over 6.3 million impressions on Twitter. Needless to say, #PMOIndiaApp trended in India.
Similar Twitter chat models are being adapted by various companies in India to discuss topical trends in the industry. Usually, they rope in company’s spokesperson and an influencer/celebrity to maximize reach.
To understand their clients’ industries better, PR executives should start listening to the brands’ communications online. This understanding will go a long way in developing a more effective strategy.
Have you observed any more interesting trends in the communications Industry in India? I would love to know your thoughts!
Friday, August 7, 2015
July 27th 2015 was indeed a sad day for India! The day which started with terrorist attacksin Punjab early morning followed by the demise of Former president and Bharat Ratna, Dr APJ Abdul Kalam, left most of us in pain and shock!
With the advent of social media, the way we consume news has evolved over time. While I was constantly checking my Twitter feed around both these events, I stumbled upon a Tweet by ‘PressTrust of India’ (PTI), India’s premier news agency which has been functioning since 1949 and it currently commands 90% of new agency market share in India.
To my surprise, the tone of the Tweet by PTI was really disrespectful. The use of words by one of the biggest news agencies in India definitely made me think if social media is taken seriously by the new/media agencies in the country. Instead of a blunt statement, PTI could have utilized 140 characters to share the message in a proper tone giving some respect to the former president of the country.
Within minutes, there were 695 RT’s, 167 Favorites and over 100 conversations around the tone of the Tweet. It was disheartening to see PTI not responding to any of the Tweets proactively. Although, the following Tweets did address him properly.
Here’s a snapshot of the same news posted on their Facebook page. While one can’t edit a Tweet on Twitter...however, the same could have been edited by PTI on Facebook. But the news agency did not bother to do so.
With social media:
● News channels/publications/wires are running the rat race to deliver the news “First”
● Not sure if there is a designated Editor or a process designed through which the news is uploaded on the social platforms of the publication/channel/wire. At least in this case, it doesn’t seem that PTI has an Editor to look at the content going on Twitter on a regular basis
With print media:
● No matter how big the news is, it gets published the following morning in the papers
● There is a designated editor for every publication
● Editorial consent is a must before stories are published in the papers which leaves hardly an room for factual errors or tone of the message
While it is important to be factually correct, it is absolutely necessary to keep in mind how the message has been delivered to the audience.
News is consumed at a lighting speed on social networks and given that every media outlet wants to share the news first, doesn’t qualify for compromising on the tone of the message.
Interestingly, when I observed the Twitter profile of @PTI_news , I also noticed that while they have over 500 K followers, they haven’t taken the time out to follow anyone! According to their website, PTI employs more than 400 journalists and 500 stringers to cover almost every district and small town in India. In my opinion, if a company understands social media and takes it as one of an important means of communication, it would at least follow it’s own employees who are key to their success and growth. This also shows they understand the medium well and are not sharing news on Twitter just because the competitors will!
What do you think? Should sharing news on social networks by the media outlets be given equal importance as much as it is give to the print stories?
In the time of social journalism, is it enough to be factually correct for the media/ news agencies on social networks and compromise on the way information is shared? Or is it necessary for media/ news agencies to keep in mind the tone of the message on social networks while of course running the race to Tweet/Post “First?”