The New Normal for Communications
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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 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.
Transcript of The New Normal for Communications
Ashwani SinglaMD 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 NORMAL FOR COMMUNICATIONS
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
CORPORATERESPONSIBILITY
BRANDPURPOSE
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
EXPERIENCEEXPERIENCE
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?“ PR companies don’t propose it. ” – CLIENT
Clients say they’re ready to pay for empirically tested counsel and measurable impact…
THREE POINT ACTION AGENDA
1 Apply The Science of Public Relations
2
3 Embrace Technology
Develop HumanCapital
Ashwani SinglaMD 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
THANK YOU Find a copy of our report:
www.psbresearch.in at Winning Knowledge™
