The Public Relations (PR) industry is all set for an interesting year in India, with the General Elections coming up along with the cricket World Cup. Factors such as increased investment across public and private sectors and increased consumer buying power have played a role in driving double-digit growth in the PR industry over the past few years. In 2019, PR is expected to maintain a consistent, double-digit growth rate as it works to drive real business impact
BRANDED CONTENT
Branded content is emerging as a powerful PR tool. In a world where attention spans are getting shorter, branded content is a great way to reach out, entertain and inform audiences in a variety of ways with different tools. Branded content also taps into the PR industry’s core strength of telling an authentic brand story.
INSIGHTS AND ANALYTICS
Rapid digitisation of PR has resulted in a sea of data. In 2019, PR firms will use AI more effectively to analyse data, get audience insights, and predict industry and media trends, while also making measurement of PR work more precise. This could be a game-changer for the PR industry as it might define people’s choices and understand client needs better.
BUSINESS IMPACT WILL BE CRITICAL
Business impact will be extremely critical for most campaign results that PR generates. Hence measurement linked to business outcomes will see new frameworks in 2019. Moreover, insight-based approach to campaign planning will mean that the PR industry will also invest in developing research capabilities and enhancing analytics.
BLURRING LINES, ENGAGING CONVERSATIONS
This story is from the January 20, 2019 edition of IMPACT.
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This story is from the January 20, 2019 edition of IMPACT.
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