Culture, connection and communication: Thriving amongst India’s PR Clutter

The evolution of public relations in India has transitioned from an obscure field to a crucial component of corporate communication over the years. As of 2024, the field has become exceedingly concentrated. As businesses strive to present their best in the media to build their brand image and further their growth, it's essential to forge genuine connections with the media, influencers, and stakeholders, prioritising transparency and authenticity at all times. To thrive in this chaotic PR landscape and make a significant market impact, one must focus on innovation and differentiation.

Here's four ways to stand out amongst the clutter:

Be adaptable

In today’s fast-paced world, adaptability is key to staying relevant. The media landscape is constantly changing, requiring you to be proactive and agile in refining your strategies promptly. Relying on outdated strategies is insufficient; exploring new, unconventional avenues that resonate with your target audience is crucial. This involves leveraging data-driven insights and creating personalised stories that reflect the diverse regional and cultural nuances of India. Ultimately, the goal is to deliver impactful and meaningful messages innovatively and unobtrusively. Additionally, in today’s digital age, long-term brand building and effective SEO strategies are indispensable.

Steer the trends frenzy like a pro

One challenge in the contemporary social media trends frenzy is avoiding mindlessly jumping onto the next big trend. The creator economy is compelling, offering significant benefits such as accessibility and the ability to target niche markets. This includes the potential to monetise your content and build your micro-community. However, it’s easy to become lost in the crowded influencer landscape. At this juncture, it's crucial to focus on brand building with creators who truly align with your brand’s values and target audience.

Moreover, it is vital to select trends that naturally fit your brand, avoiding any forced integration or dilution of your message. Staying true to your brand’s values and message is essential when making creative decisions. Besides influencer marketing, embracing the power of both traditional and new media platforms is necessary for reaching audiences and promoting your narrative effectively.

Focus on your PR end goal

Understanding your primary PR goal—whether to establish a brand or bolster its existing reputation—is fundamental. Establishing a brand involves creating a unique identity, defining core values, and crafting a compelling narrative that engages your target audience from the ground up. In contrast, bolstering a brand's reputation involves reinforcing positive associations, maintaining consistency, and continually fulfilling promises. While the former requires innovation and differentiation, the latter demands nurturing and safeguarding existing trust and credibility. For example, a pioneering sexual wellness brand in India required an innovative launch involving extensive market education, while a new brand supported by an established parent company blended creative strategies with existing brand values. Both approaches are crucial for sustained success and require strategies tailored to their specific contexts and objectives.

Navigate the press landscape in India

India's diverse press landscape demands a nuanced approach. With a variety of languages, cultures, and socio-economic backgrounds, it is essential to tailor messages to resonate with different segments. This involves understanding regional sensitivities, political landscapes, and cultural nuances. Building relationships with journalists from diverse backgrounds can provide invaluable insights and access to different perspectives. As market dynamics evolve, Tier 2 and 3 cities are becoming increasingly significant for brands, extending beyond the traditional focus on metro areas.

By leveraging digital platforms and emerging technologies, you can effectively reach a broader audience. Despite its challenges, India’s diverse press landscape offers unique opportunities for innovative storytelling and impactful communication strategies. Looking ahead, the PR industry in India is poised for significant growth as more companies recognise the importance of robust PR and brand building. From digital PR to incorporating Artificial Intelligence, the methods used to advance businesses and foster growth are evolving, but the fundamental concept of public relations in India is set to thrive.

Komal Rukhana is the founder of Mint+Milk PR.