The New Normal for Communications

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Ashwani Singla's presentation to the 2011 India Public Relations & Corporate Communications conference, detailing insights into Indian communications professionals views on the state of their industry. Contains specific recommendations for Indian communications practitioners to move from implementers to trusted advisors.

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  • THREE MAJOR IMPACTS COVERAGE
  • CSR WILL MOVE UP AND BE CALLED BRAND PURPOSE AND IT WILL RISE THE TOP INTERNAL COMMS AND OTHER ELEMENTS WILL BE ALIGNED WITH BRAND PURPOSE
  • 1. 72% of all respondents say practitioners must move from being implementers to strategic counselors 2. 72% of all respondents say the best way forward on talent management is to upgrade skills of existing employees 84% of all respondents say PR must invest in research to measure impact and demonstrate ROI – compared to 68% who say they should invest in research to generate actionable insights
  • The New Normal for Communications

    1. 1. 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
    2. 2. 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?
    3. 3. 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
    4. 4. CLIENTS WANT… MEDIA RELATIONS INTERNAL COMMUNICATIONS DIGITAL MARKETING CORPORATE RESPONSIBILITY BRAND PURPOSE
    5. 5. 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
    6. 6. 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
    7. 7. EMPIRICAL PUBLIC RELATIONS EMPIRICAL PUBLIC RELATIONS
    8. 8. 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
    9. 9. THREE POINT ACTION AGENDA Apply The Science of Public Relations Embrace Technology Develop HumanCapital 1 2 3
    10. 10. 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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