The New Normal for Communications

THE NEW NORMAL FOR COMMUNICATIONS Ashwani Singla MD and Chief Executive, Penn Schoen Berland, South Asia Blog : www.reputare.in | www.psbresarch.in www.facebook.com/ashwanisingla www.twitter.com/ashsingla www.linkedin.com/in/ashwani

THE NEW VOCABULARY 87% say that PR has become more complex How do you think the public relations/communications industry has changed in the past few years? / How do you think the public relations/communications industry has changed in the past few years?

THE NEW NORMAL What are the key paradigm shifts you have noticed in the ways the public relations/communications industry operates in the past few years? coverage impact old media new media local global

CLIENTS WANT… MEDIA RELATIONS INTERNAL COMMUNICATIONS DIGITAL MARKETING CORPORATE RESPONSIBILITY BRAND PURPOSE

BIG THREAT : TALENT QUALITY “ There’s a huge team to service my account, but of these ten people… hardly anyone would be doing the thinking work. ” – CLIENT CONTINUITY EXPERIENCE EXPERIENCE EXPERTISE

NEED FOR APPLIED SCIENCE 84% are more comfortable with “ insights based recommendations ” Would you feel more comfortable with your public relations/communication recommendations and ideas if research insights were provided to support the ideas or initiatives? “ Assessing media coverage is not enough . ” – CLIENT

EMPIRICAL PUBLIC RELATIONS EMPIRICAL PUBLIC RELATIONS

DEMONSTRATING VALUE PAYS Would you pay a premium for strategic counsel based on empirical evidence? Would you provide additional incentive for measurable impacts? Clients say they ’re ready to pay for empirically tested counsel and measurable impact… “ PR companies don’ t propose it. ” – CLIENT

THREE POINT ACTION AGENDA Apply The Science of Public Relations Embrace Technology Develop HumanCapital 1 2 3

THANK YOU Find a copy of our report: www.psbresearch.in at Winning Knowledge™ Ashwani Singla MD and Chief Executive, Penn Schoen Berland, South Asia Blog : www.reputare.in | www.psbresarch.in www.facebook.com/ashwanisingla www.twitter.com/ashsingla www.linkedin.com/in/ashwani

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The New Normal for Communications

by Penn Schoen Berland

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