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<ul><li><keyword id="3573569" type="PERSON" weightage="20" keywordseo="Akshaara-Lalwani">Akshaara Lalwani</keyword>, CEO, <keyword id="3573568" type="PERSON" weightage="20" keywordseo="Communicate-India">Communicate India</keyword> pens down the benefits of using videos in marketing. </li><li>She shares how videos can offer higher brand recall, improve website visibility and increase trust among your audience. </li></ul>The human mind’s fascination with moving images is a curious and continuous one. Right from the inception of the movies to our current obsession with GIFs and Deep Nostalgia—an AI tool that is bringing life to old photos—moving images are captivators of our imagination. It is no wonder why the statistics around YouTube and its video content are dizzying. According to Statista, a company that specializes in market data insights, more than 500 hours of video were uploaded to YouTube every minute in 2019 and by 2021, users will spend approximately 100 minutes a day watching online videos. With such overwhelming evidence digital marketers are quickly beginning to understand that video has to now become an indispensible part of their marketing strategy. <h2 style="line-height:1.7999999999999998;margin-top:10pt;margin-bottom:0pt;">Why Video?</h2>Users today are bombarded with a myriad of messages and ads every time they go online. With hundreds of advertisers vying for their attention, most information is either ignored or superfluously processed as users scroll through their phones. The goal is to capture a user’s attention within a 1.3-seconds-long window – which is the amount of time an average user spends on each post in their news feed. Static image ads are thus just not viable enough for this ultra-competitive digital arena where catching a user’s attention is akin to striking gold. The pandemic has also in no uncertain terms altered the course of digital marketing. Since customers and users can no longer be in stores where they can touch and see a product, they want to be able to virtually interact with it, and videos are an excellent way to facilitate this. Videos have the power to ignite a slew of emotions in people; through their power of storytelling they can create a sense of connection and bonding that can tie a user to a brand. In addition to this, video has the power to improve the following specific aspects of digital marketing. Website Visibility: Videos have the ability to improve click-through rates on websites and even enhance conversion rates. In fact, according to Hubspot, an American software developing company, more than 40% of decision makers contact their service providers after they have watched a branded video. Brand Recall: Creating brand recall can often be an arduous task. And embedding a sense of familiarity in customers’ minds takes time and effort. Videos by their very nature and both visual and auditory and research suggests that viewers can retain up to 95% of a message from a video they watched, rather than when they read text. Engaging and memorable video content tugs at the heartstrings of viewers and has the ability to create some serious brand recall. Digital marketers can thus use video content as means for both storytelling and advertising. Increased Trust: In a day and age when social media reach can be bought and reviews can be faked, brand videos have the unique advantage of authenticity. Using video to communicate a brand’s message can lead to a direct visual connect with users and customers; video can convey a sentiment honest and devoid of any falsehood. With the meteoric rise of the OTT space in India and the world, brand solution agencies and digital marketers today understand the power that video has when it comes to reaching consumers through their TVs and multiple personal devices at all times. And when TikTok became all the rage last year, other major platforms like Twitter, Facebook, and Instagram quickly followed suit. While Twitter came up with their 6-second video ads, Facebook, Instagram and Snapchat introduced their own short video ads to keep up. Video is thus no longer a secondary option but an essential component of the marketing strategy toolkit that must be leveraged to connect with target audiences.

Why videos are no longer just an option but a necessity in digital marketing

<ul><li>The year 2020 has been an unprecedented one, but it's been a great teacher. </li><li>And as we inch closer to 2021, we at Ad and Media Insider, want to enter it with a few learnings from 2020 that will help us navigate 2021 better.</li><li>In our latest series, we look at different industries to understand what was 2020 like for them and to crystal gaze into the upcoming year, and identify some of the trends that will set the tone for 2021. </li><li>In our first story, we discuss how Public Relation firms are helping Indian companies navigate the coronavirus pandemic and some of the trends that would take the centre stage in 2021. </li></ul>2020 is coming to a close and what a year it has been! It’s been a year full of ups and downs, triumphs and defeats, good and bad PR stunts. As brands stepped back from overt selling and their communication focused on making consumers feel more comfortable with the changing environment due to COVID-19, they finally started understanding the importance of Public Relations. The industry has finally taken on newfound importance and is in a position to spearhead brand creativity rather than being consigned a supporting role. During the COVID-induced lockdown, CEOs of all companies were scrambling as they tried to manage internal damages and address their stakeholders’ concerns. However, 2020 has given brands an opportunity to prove that they are doing good by their employees and society. Marketing campaigns had to be done with genuine sincerity, compassion and humanity but treading that line between genuine and opportunistic has been a difficult task and many brands turned to their Public Relations firms to navigate the challenges. Throughout 2020, the headlines were dominated with COVID-19 coverage and the media industry was hungry for positive stories. Brands that managed to offer a light-hearted story that felt genuine, were recognised in the industry and won their consumer trust by being in the news, which is where public relations came into play. At a time when how companies treat their employees could affect their ability to attract and retain stakeholders and a slightest miscommunication could damage their public image for years, PR will play a key role in 2021. So, while 2020 was PR’s year to shine and 2021, as experts predict, will be when PR flourishes. We reached out to experts to understand what kind of role will PR play in 2021. Here is what they said: <keyword id="2606" type="PERSON" weightage="20" keywordseo="Dilip-Cherian">Dilip Cherian</keyword>, Consulting Partner and Founder, Perfect Relations: <div type="image" title="Dilip-Cherian1" msid="79956585" hostid="261"></div> Among the many big changes expected in the world of Corporates in the coming year, is the new recognition of the power of dynamic messaging. This is a complex business but simply put, it's the ability to listen and respond on multiple platforms simultaneously. Static messaging will gradually wither away and more dynamic messaging will instead dominate. Voice may be the new surprise entrant. Modulated, translated and if needed enhanced, watch for how this changes, communication techniques this next year. <keyword id="644283" type="PERSON" weightage="20" keywordseo="Archana-Jain">Archana Jain</keyword>, Managing Director, PR Pundit: <div type="image" title="Archana Jain - Horizontal" msid="79956641" hostid="261"></div> No one knows what a post-Covid-19 world might look like, but what companies, brands and institutions have done to support jobs, communities and societies in rebounding successfully, will be with us for quite some time. The time has come to make capitalism better. Companies, brands and institutions of all kinds must connect with their communities through truthful, authentic human acts. PR in 2021 will have to guide organisations to exhibit authenticity, help articulate and manifest the purpose of the organisations as an extension of their values, and then communicate this to both internal and external audiences. Purpose-driven customer playbook has to be adopted to demonstrate true purpose. Brands are going to be left behind if they don’t have purpose. Thus we have to broaden our definition of what makes the world better. We have to put a human face on campaigns that leverage cultural flashpoints to form an emotional connection with consumers. It is an opportunity for companies to take action that matters — to help solve real societal challenges." Ameer Ismail, President, Lintas Live, MullenLowe Lintas Group: <div type="image" title="Ameer Ismail" msid="79956668" hostid="261"></div> REIMAGINE AND COLLABORATE The PR agency ecosystem has been in need of a significant evolution for some time in order to keep up with rapidly changing realities. There has been a complete shift in the media landscape and the pandemic has further accelerated this change, especially the move to everything digital. More consumers are searching for information and sharing opinions online than ever before. Shifts we had imagined happening over a period of years have panned out over months! Even though the ecosystem has known about these big changes, this sudden shift in momentum has caught many in the PR agency off guard. All this has made the need for reimagining PR agency models even more critical. There have been so many attempts to get this right for PR firms but this year was the first time many management teams and leaders in the industry have had a chance to actually think this through and some have taken bold action. This is giving rise to innovations that weren’t even imagined before. We already are seeing such wonderful hybrid work models emerge as completely new opportunities for employees; this is just the beginning. The next big issue is the scramble of PR agencies to be everything, and to expand offering with allied competencies like creative, experiential and social media capabilities. Agencies can be good at what they do, not at everything they would like to do! Therefore, in my view, new collaborative models will emerge fueling a more consolidated agency ecosystem of partnerships that will be centered around client needs and consumer truths. <keyword id="3573569" type="PERSON" weightage="20" keywordseo="Akshaara-Lalwani">Akshaara Lalwani</keyword>, CEO &amp; Founder, Communicate India: <div type="image" title="Akshaara Lalwani, Founder, Communicate India pic 1" msid="79956676" hostid="261"></div> “In the midst of every crisis, lies great opportunity,” said Albert Einstein and this year has taught us just that if nothing else. As the world went through rapid modifications, we identified the need to better understand the evolving milieu of clients and markets across sectors. Throughout history, the crisis has caused paradigm shifts and galvanized new innovations to suit the new order. In such situations, it is critical to have a young and proactive workforce that is agile, talented and willing to go the extra mile. With a strong understanding of traditional media one also needs to adapt to new age media and strategy to deal with the constantly changing competitor landscape. Market intelligence is imperative to build and sustain client relations especially in a world where one needs to navigate uncharted waters like social distancing and remote working. Tarunjeet Rattan- Managing Partner, Nucleus PR: <div type="image" title="Tarunjeet Pr" msid="79956683" hostid="261"></div> The PESO (Paid-Earned-Shared-Owned) model has been whispered about in the shadows for the last couple of years. With the current state of the media industry, this work and business model of working will come out of the fringes and take prominence. PR professionals will have to upskill and evolve with the model if they don’t want to finish familiar. Sonam Shah, Founder and CEO, Treize Communications: <div type="image" title="Sonam Shah - horizontal" msid="79956698" hostid="261"></div> The year 2020 has surely seen an upward trend in the demand for PR services and clients too have started realizing the value of earned media and the long-term benefits of having a sustainable PR strategy in place. This demand is definitely going to continue in 2021 and one of the key trends I foresee is the importance of Focused PR. With the media landscape evolving drastically, and the consumption patterns of news changing rapidly, agencies will have to come up with a Focused PR approach to provide value of money to clients. Since ROI is not easily measured in Public Relations services, and budgets are stringent, following a Focused PR strategy will be a win-win for both sides. Having a Focused PR strategy implies two things: Concentrating on building thought-leadership and expertise in the respective field and/or concentrating on any campaign and getting media coverage around it. Transparency and clarity will be very important and PR agencies will have to come up with time-bound solutions, with a focus on long-term strategy.

Public Relation trends to look out for in 2021

<ul><li>The pandemic has led to changes and transformations in the way of business and our lives as whole. </li><li>Change and shift in business strategies have led to rethinking hiring within companies. </li><li><keyword id="3573569" type="PERSON" weightage="20" keywordseo="Akshaara-Lalwani">Akshaara Lalwani</keyword>, Founder and MD, <keyword id="3573568" type="COMPANY" weightage="20" keywordseo="Communicate-India">Communicate India</keyword> writes about the skills one need to have to become successful communication mavens.</li></ul>With the pandemic disrupting our lives a few months back, there have been several changes and transformations in the way of business and our lives as whole. From staying confined indoors to working remotely, change has been the only constant. While the last decade has seen significant increase in tech transformations across industries the pandemic seems to have accelerated the same. Change and shift in business strategies have led to rethinking hiring within companies. While conventional hiring methods included a printed resume and a face-to-face interview today digital resumes and video conference interviews have taken over. The shift in hiring trends has caused a transference in the needed skill sets to be hired among professionals. For those looking to succeed in this market, here’s a list of skills you need to have to become successful communication mavens: <keyword id="9871311" type="COMPANY" weightage="20" keywordseo="growth-mindset">Growth Mindset</keyword> – There’s an old saying that says, ‘Learning never stops,’ this can’t be more true today. A recent report by McKinsey states that more than 800 million workers globally could lose their jobs by 2030 to robots. As emerging technologies lead businesses to automate mundane tasks across industries, it is more than necessary for us to be able to cope with the same and ensure that one stays relevant. Individuals that are motivated to accomplish higher goals by upskilling themselves and staying germane are the ones that will be able to succeed. This is where a growth mindset will play utmost importance. <keyword id="10357659" type="UNKNOWN" weightage="20" keywordseo="diverse-skillsets">Diverse Skillsets</keyword> – Diversity in an organization is more than just gender, race and colour today. Diversity in terms of skill sets and experience can take a long way today. Businesses across industries are looking for employees that come with varied skills in order to keep up with the ever changing landscape of the market today. Employers are looking for specialized skills, best practices, technical know-how and sheer potential in every candidate they consider for the job. If you have the potential to make it, you will. The Human Touch – Over the next decade, there will be a shift from the conventional means of business to automation and <keyword id="107950" type="TECHNOLOGY" weightage="20" keywordseo="artificial-intelligence">artificial intelligence</keyword>, leading to an increase in social and emotional skills. Emerging technologies bring with it the need for employees who understand how it works and adapting to the same. A lot of our social and emotional skills are innate however, higher cognitive skills of ingenuity, decision-making and complex data analytics will be in demand and the fastest growing. Emotional Intelligence – The dynamics of today’s workplace is very demanding on any individual and hence candidates with a high emotional quotient are valuable to most organizations. According to the Goleman’s model, employees with a higher EQ are able to regulate and motivate themselves, reducing any possibility of procrastination, improving self-confidence and increasing focus on achieving long-term goals. Businesses are dependent on their people more than anything, to engage and adapt to both internal and external changes, be innovative and creative. Individuals who upskill and are willing to adapt to the needs of the ever-changing business markets are the ones that can achieve more and succeed. - This column has been authored by Akshaara Lalwani, Founder and MD, Communicate India.

Shift in hiring trends in agencies: The new skill sets key to becoming a successful communication professional

<ul><li>From talking about shadowbanning to calling out Twitter for its 'manipulative' algorithm, Tesla CEO <keyword id="6355315" type="General" weightage="50" keywordseo="elon-musk" source="Orion">Elon Musk</keyword> has revealed quite a few loopholes in Twitter's algorithm.</li><li>If <keyword id="364027" type="General" weightage="100" keywordseo="musk" source="Orion">Musk</keyword> backs out now, the social media platform Twitter will never be the same.</li><li>With Musk putting the spotlight on Twitter’s weaknesses, users are also questioning its credibility as a platform.</li><li>So, if Musk abandons, the platform will have to focus more on damage control, and improve its algorithm.</li><li>Here’s what brand and public communication experts have to say about it.</li></ul>Weeks after Tesla CEO Elon Musk <a href="https://www.businessinsider.in/tech/news/elon-musk-to-buy-twitter-for-44-billion/articleshow/91083311.cms">announced </a>publicly that he is planning to buy the micro-blogging platform Twitter, there are signs that he might be hesitating now. On Tuesday, Musk tweeted that his proposed <a href="https://www.businessinsider.com/elon-musk-twitter-deal-could-crumble-tesla-stock-420-2022-5?r=US&amp;IR=T">$44 billion buyout</a> is on hold now. He is waiting for Twitter to provide more information on the number of spam accounts that exist on the platform. Should the platform fail to provide proof it has fewer than 5% fake accounts, the deal might fall through. "My offer was based on Twitter's SEC (Securities and Exchange Commission) filings being accurate," Musk <a href="https://twitter.com/elonmusk/status/1526465624326782976">tweeted</a>. He added that the number of fake/<a href="https://www.businessinsider.in/international/news/more-than-70-of-elon-musks-twitter-followers-are-spam-or-fake-accounts-research-groups-say/articleshow/91633318.cms" data-type="tilCustomLink">spam </a>accounts on Twitter could be more than 20%. Musk <a href="https://www.latimes.com/business/technology/story/2022-05-16/elon-musk-hints-at-negotiating-down-price-on-twitter-purchase">hinting </a>at negotiating a lower price is another sign that he may be getting cold feet. The billionaire had offered $54.20 a share but the stock was trading at around $37 on <a href="https://nypost.com/2022/05/16/longtime-elon-musk-backer-says-twitter-deal-will-close-at-lower-price/">May 16, 2022</a>. Musk didn’t just call out Twitter for underreporting its spam accounts. Since he announced his intentions to buy Twitter, Musk seems to be taking an aim at the platform’s algorithm and has revealed quite a few loopholes in Twitter's overall modus operandi. Musk indicated the default Twitter feed, which shows tweets based on popularity and users’ interests, needed to be replaced and is ‘manipulative.’ "You are being manipulated by the algorithm in ways you don't realise," Musk tweeted. He later <a href="https://twitter.com/elonmusk/status/1525738556102164480?s=20&amp;t=SP0BSSwCfQeu4qi5dyX-Ng">clarified </a>that he wasn’t suggesting malice in the algorithm but it ‘inadvertently manipulates/amplifies your viewpoints’ without informing the user. Shortly later, he warned the users of "potential bugs" in Twitter’s code. In the past, Musk has also casually joked about <a href="https://www.businessinsider.in/tech/news/social-media-platforms-deny-but-content-creators-and-tracking-websites-confirm-that-shadowbanning-or-silent-censorship-is-real/articleshow/91589975.cms">shadowbanning</a>, which is the secret censorship of a person, community or a topic on social media, confirming that it is real. <cmsannotation type="cmsannotation" annotationid="If Musk abandons, here’s what it’d mean for Twitter and how it can win its credibility back" text="If Musk abandons, here’s what it’d mean for Twitter and how it can win its credibility back">If Musk abandons, here’s what it’d mean for Twitter and how it can win its credibility back</cmsannotation> If Musk backs out now, after bringing several issues at Twitter to the limelight, the micro-blogging platform will never be the same. “His pointing to fake users and bots, will force Twitter to clean up its user base, that may be a setback in the short term but will make the platform far more credible over time,” says Lloyd Mathias, business strategist and independent director. Mathias added that Twitter might benefit from his exit after all. “If he does back out, it may seem like a setback, but I think Twitter could benefit from him opening up the possibility of a series of new monetizing opportunities and enable its move from being purely advertising dependent. There is little doubt that he has changed how people and investors see Twitter, before his current engagement.” Independent communications consultant and social media expert Karthik Srinivasan says, “Twitter had its share of issues and controversies long before Musk brought them to the limelight through the proposed acquisition. Facebook has seen a lot more such controversies and yet, they are chugging along fine.” From breaching users’ privacy concerns to manipulating election results, all social media platforms have had their credibility questioned. However, after Musk and Parag Agarwal’s public feud, there has been a constant reminder of these shortcomings. “The moment any social media platform becomes all too powerful and has the ability to influence global politics, sway election outcomes, distort public opinion, misrepresent facts and tamper with news feeds, there are immediate concerns about credibility and their role in society. These concerns have always been there in the background and have once again resurfaced, only this time, they are a lot more stronger and corporates cannot suppress or subvert the narrative,” says founder and CEO of communications and PR agency Communicate India, Akshaara Lalwani. If the deal falls through, Twitter will have to pick up the pieces and change the narrative — shift the spotlight from its weaknesses to strengths. Suggesting the best way out of this potential crisis, Tarunjeet Rattan, managing partner of public relations and communications agency Nucleus PR, says, “Crisis management is often not about the crisis itself but how you react to it and the narrative you can replace it with. Every crisis is an opportunity for you to take center stage. The spotlight is on you. Now, what you say in that spotlight can change the whole narrative. Apart from all the statements and clarifications they issue which should adopt a non-emotional matter-of-fact tone, Twitter can use its own platform to repair any cracks in its reputation.” Should the billionaire back out, Twitter can use the opportunity to address and set some fundamentals right, says Mathias, and also examine some of the monetisation opportunities that Musk has hinted at. <cmsannotation type="cmsannotation" annotationid="Can Elon Musk back out now?" text="Can Elon Musk back out now?">Can Elon Musk back out now?</cmsannotation> Well, not easily, as both parties have signed an agreement that gives Twitter more power. It gives the platform the right to sue Musk to follow through with the deal, a legal clause known as “<a href="https://www.businessinsider.in/tech/news/twitter-says-its-committed-to-enforcing-elon-musks-44-billion-buyout-deal-even-as-he-appears-to-hesitate/articleshow/91632012.cms">specific performance.</a>” If either party backs out, they would have to pay $1 billion as a termination fee. Paying $1 billion for a man who has agreed to pay $44 billion to buy Twitter and whose net worth is $230 billion, may not be a big deal. However, it won’t be as simple as paying his way out of it. Twitter is committed to <a href="https://www.businessinsider.in/tech/news/twitter-says-its-committed-to-enforcing-elon-musks-44-billion-buyout-deal-even-as-he-appears-to-hesitate/articleshow/91632012.cms">enforcing </a>Musk’s $44 billion buyout and is seemingly willing to sue for specific performance. Through a lawsuit, Twitter can get Musk to close the deal if there's already financing in place and all conditions are met. If Musk still walks out by settling the lawsuit and paying the termination fees, the microblogging platform will have nothing to worry about -- as far as its brand image and users’ trust is concerned. Srinivasan says, “I'd think that if Musk backs off, it’d be perhaps a great moment for Twitter to start thinking afresh, in terms of reconstituting its board and look at ways to do things differently.”

What would happen to Twitter if Elon Musk backs out now?

<ul><li>2021, a year full of controversies saw brands turning to <keyword id="255227" type="General" weightage="20" keywordseo="public-relations" source="Orion">Public Relations</keyword> and Communications experts to save their reputation and regain consumer trust.</li><li>We look back at how PR evolved in 2021 and catch up with a few experts to discuss the trends that lie ahead.</li></ul>This year, we witnessed many brands become a victim of the boycott culture on social media and each of them adopted a different Public Relations and Communications strategy; while some decided to give in to the pressure, pulled off campaigns and maintained a low profile to cushion the blow, a few others stood their ground and fought back. Gone are the days where a brand could hope for social media controversies to die a natural death and wait for consumers to move on. Now, a small tweet can snowball into a boycott trend and a little bad PR move can cause a company’s stocks to plummet drastically or lead to a huge amount of audience permanently boycotting a brand. At the same time, some experts also advise that brands should not feed the trolls. So, in a year that saw numerous controversies, Public Relations and Communications experts proved their prominence yet again. They acted as the brand's anchor when needed and also helped them reach the shore successfully through tumultuous seas. During the initial stage of the lockdown, <keyword id="562730" type="General" weightage="20" keywordseo="pr-agencies" source="Orion">PR agencies</keyword> had to think on their feet, engage with editorial media to help brands share their side of the story with interesting nuggets, offer positive stories, work on personalised pitches, ensure internal and external stakeholders were updated frequently with utmost honesty and transparency. PR experts also pushed brands to connect with their communities on a personal level through truthful, authentic human acts. The crisis also caused paradigm shifts in the industry and digital PR took the center stage. Experts were required to monitor trends in real-time, find various consumer touchpoints through social listening and offer predictive analysis. As we move forward, PR agencies are working towards expanding their offerings with allied competencies like creative, experiential and social media capabilities. They have also been helping brands to find the right balance between profit, people and the environment. So, the future of PR is in strong storytelling in the digital world. The future is also unpredictable and PR professionals can’t rely on annual calendars anymore. With the news cycle changing every day, PR experts are required to be more flexible and agile. We reached out to experts to look back at 2021, discuss a few trends that lie ahead in 2022 and understand what kind of role will PR play next year. Here’s what they had to say: Archana Jain, Managing Director, <keyword id="12776689" type="General" weightage="20" keywordseo="pr-pundit" source="Orion">PR Pundit</keyword> The sway of top celebrities has diminished as was the case back in the days. With the advent of digital and social media, people have begun to trust recommendations from peers far more. Audiences find authentic content or recommendations by actual consumers to be more honest and believable than other forms of promotions and advertising by brands. This is reason enough for brands to actively nurture a community of advocates. PR will be required to work with brands to shape and foster a community of brand advocates. A set of loyal and vocal customers who can help humanise the brand in addition to boosting brand appeal &amp; trust, promoting its products &amp; services to new cohorts, providing invaluable user-generated content (UGC), word-of-mouth recommendations, and social media chatter. Community-led storytelling is more acceptable and authentic rather than a direct brand-led communication. Community advocacy will need to be consciously harnessed and not left to chance. 2022 will see many more brands structure a meaningful brand advocacy strategy. Ameer Ismail, President, <keyword id="10059988" type="General" weightage="20" keywordseo="lintas-live" source="Orion">Lintas Live</keyword> My biggest takeaway from 2021 is that agency brands and professionals have learned to be resilient and this is based on the multitude of challenges everyone has faced. Smart PR agencies have managed to reinvent themselves with offerings that are built for new realities and collectively have made sure that the relevance of PR is as strong as ever. While a move to everything digital will continue and a lot has been spoken and written about that, I feel that ‘collaboration and consolidation’ will be one the most important trends in that will emerge in 2022. This will be fueled by a few factors, first, resources will be deployed judiciously and talent will continue to be in short supply, the churn agencies have been experiencing at mid and junior levels will continue in 2022. This will lead to a need for agencies to find collaborative ways to deliver on client briefs and they will tap the vast pool of independent talent and specialized agencies and we will see newer collaborative models emerge. Second, clients will be in a hurry to get solutions from agency partners that can get their brands back in the mindspace of consumers and other target audiences. They will want to deal with fewer, better established partners which will lead to a need for consolidation. Deepshikha Dharmaraj, Chief Executive Officer, <keyword id="8878758" type="General" weightage="20" keywordseo="genesis-bcw" source="Orion">Genesis BCW</keyword> If there is one word that will be at the centre of everything in 2022, it is ‘people’. With the world—India included—teetering between recovery and anxiety around ever-evolving COVID variants, people will need to be communicated with, engaged, assuaged, motivated, retained, developed, and more. These people include every stakeholder a company has—customers/consumers, employees, partners, the government, the community at large. And public relations is the only marketing discipline that touches all of them. Digital will continue to be the medium of choice, and within that, metaverse will be flavour of the year. While the Indian industry still has some distance to cover in that, there is curiosity about this next big thing. No matter what the medium though, the message will have to be aligned to the company’s purpose. And delivered creatively, with authenticity. Akshaara Lalwani, Founder &amp; CEO, <keyword id="3573568" type="General" weightage="20" keywordseo="communicate-india" source="Orion">Communicate India</keyword> Over the past decade, PR has been moving away from traditional business models towards a more holistic and integrated approach. Whether it is the shift from pure media relations to content or the migration from print to digital, there is a marked change in the way the PR landscape functions. In 2022, this trend will further solidify its presence. There will also be a blurring of demarcation lines between PR, marketing and advertising, digital and offline, eventually leading to PR &amp; Communication professionals to further value the importance of integrated communications. Agility and the ability to pivot will thus be key attributes that will enable the industry to thrive. Also, since the protracted fight against the pandemic still continues, companies and organisations need to prioritise responsible communication over all else. We live in a world where the spread of disinformation and misinformation is not uncommon, hence, agencies need to be able to work in tandem with their clients to help them steer a middle course between capitalistic desires and ethical communication. Mayank Sen, Co-founder, Moe's Art For the longest time, ‘content’ has been the flavour of the season. At first, it began as an accessory, gradually ruling as a king on a kingdom. In 2020, content and its marketing became an undeniable powerful tool for businesses of all sizes. The evergreen axiom of marketing – ‘delivering the right content, to the right people, at the right time’ – took a redefined meaning. And for the times to come, the fundamental aspect of the content ecosystem will be founded on a framework of a performance driven-model, driven by contextual marketing. Within the emerging framework, data and technology will take a strong precedence. The industry will focus on delivering optimal consumer experience while capitalising on the opportunities in hand. Attention will be paid to provide more personalised and relevant content. Measuring the performance will make sure that the experience is scalable. It will present a continuous assessment of how the content is performing, and from that perspective, make decisions on what to do with the content in the future. Measuring success, building a cohesive brand story, and fostering a transparent, interactive consumer loyalty will be the ‘WIN-WIN’ strategy for the year to come! Asif Upadhye, Director and The Dark Knight at <a href="http://www.sprd.co.in/">SPRD</a> If 2020 and 2021 have taught us anything, it’s that moving forward at a snail’s pace is undoubtedly the quickest way to get left behind. While pre-pandemic, the public relations and communications industry was already making significant strides in technology by analyzing data to craft a better customer experience, the pace of digital adoption and the advent of a digital-first PR approach have been accelerated. From my own experience, a key ingredient across PR strategies, content marketing, corporate communications, and media coverage that will rule the PR roost in 2022 is the crucial need to customize bespoke services and products, every step of the way. From unified communications (UC) that are employee-centric to personalizing media pitches, customization sits at the heart of nearly every PR and communications trend. Customers are growing tired of the ‘media universe’ and now look for frameworks based on behavioral and business insights that truly put their needs front and center. Eventually, this is what will separate the mediocre brands from the greats. Case in point, the State of PR 2021 report points to the fact that flexibility, agility and attention to detail when it comes to personalizing something as simple as a pitch email is 96% more likely to grab a journalist’s eyeballs, rather than sending out a generic email blast. While consumer habits and employee working patterns that have been developed over the past year and a half are likely to continue well into 2022, hyper-personalization will bear fruit and result in more contextualized communication and inevitably greater conversions.” <keyword id="10618036" type="General" weightage="20" keywordseo="tarunjeet-rattan" source="Orion">Tarunjeet Rattan</keyword>, Managing Partner, <keyword id="12776690" type="General" weightage="20" keywordseo="nucleus-pr" source="Orion">Nucleus PR</keyword> There are three very distinct trends that we will see in the coming year: <ul><li>While the models of working and mediums will undergo a change, what will remain strong is the need for strong storytelling. What will change however is the degree of authenticity in storytelling. It will take a hard turn towards stark reality …almost raw. Consumers want to know why the brand matters, why they should care about it and what is the brand impact? How are you adding value to the life of the consumer? Authentic storytelling will win over aesthetics.</li><li>The role of the founding or leadership team will become even more crucial. One cannot hide behind a faceless brand persona or logo anymore. You will have to put yourself out there to create a strong, credible and believable story about your brand that brings out its authenticity. This also brings in a lot more accountability that brands will have to guard their reputation on. Consumers want to pick up brands that walk the talk. You cannot be a CEO that promotes mental health and fire your agency on twitter. You cannot be talking about environmental sustainability and create a toxic work culture for humans. It just won’t fly anymore.</li><li>Community Building will take Center Stage. We saw a strong glimpse of this across 2020 and 2021. This will gain more ground in the coming year where communities around a brand vision will be created and drive conversation around a challenge.</li></ul>Sonam Shah, Founder and CEO, Treize Communications 2021 saw high demand in PR, especially in the area of influencer marketing. Brands, big and small, capitalised on this rising trend in the first half of the year. But, once the ASCI guidelines came into place from June 2021, there was a downward slip observed in the engagement. Instagram algorithms underwent a great uphaul as influencers had to win against AI algorithms. This phase again got brands and companies to focus on creating news and building brand recall. While demand has been high for PR, there have been some apprehensions also noticed when it comes to being out in the open/media. The second half of this year, saw print media come back, as newspaper circulation started, and people started reading it like before. This behavioural change instigated a need to be present in Print media, via editorial articles, and this will be the biggest trend in 2022. The need to present in Print media. Print media has always been a factor in bringing in trust and authenticity and clients do require to build that kind of strong trust within their stakeholders to continue businesses in a post-pandemic phase.

Trends that will dominate the PR industry in 2022

<ul><li>Tanishq’s latest Ekatvam Diwali ad stirred up a new row of controversy on social media for promoting a crackerless Diwali. </li><li>The brand was quick to delete its ad this time. </li><li>This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these bullies too quickly? Will consumers lose faith in the brand for backtracking and its lack of confidence? </li><li>Experts tell us their thoughts and ideal ways of dealing with online trolling. </li></ul>Tanishq has found itself in troubled waters yet again. On November 09, #BoycottTanishq was trending on Twitter for another advertisement under its on-going ‘Ekatvam’ (unity) campaign and this time, we are scratching our heads to find a reason why it offended the internet users. The ad featured four independent actors Sayani Gupta, Neena Gupta, Alaya F and Nimrat Kaur talking about what they love about Diwali and how they are going to celebrate the festival this year. The ad is about female companionship and oneness. It celebrates successful women and positions itself as a brand that caters to women of all ages. Tanishq’s latest ad wasn’t just about promoting a noise-free Diwali, contrary to what trolls think. It was about celebrating Diwali with family and not bursting crackers was just one of the messages they gave. The message which offended many internet users wasn’t the central thread of the ad. It was woven around the message of equality and togetherness. Its caption read, “This Diwali, let’s unite and celebrate with those closest to our hearts.” While many experts say that religion is a tough subject to handle and brands should be careful in the way they project themselves, this time, Tanishq played it safe. It only featured Hindu, upper-caste and class women celebrating Diwali. So, what was the problem? It seems like the memories of the previous storm were still fresh and the mere sight of Tanishq is offending Twitterati. They were quick to jump in to ask for another boycott for ‘trying to advise Hindus on how to celebrate their festivals’ and ‘defame their culture.’ “Why should anyone advise Hindus how to celebrate Our Festivals? Companies must focus on selling their products, not lecture us to refrain from bursting Crackers. We will light lamps, distribute sweets and burst green crackers. Please join us. You will understand Ekatvam,” said a user. “Saw a recent ad campaign by Tanishq Jewelry where some bimbos prattle vacuously about how Deepavali is about buying clothes and jewellery. Looks like this is the new woke line. Strip Deepavali of all religious significance and make it a kind of a glorified kitty party with lights,” said another Twitter user. They even had a problem with women not wearing symbols of patriarchy and their badges of being married such as bindis, bangles and sindoor. <div type="twitter" handle="krithikasivasw" handlename="krithika sivaswamy" image="http://pbs.twimg.com/profile_images/1307598588181016576/coJ-S3Qq_normal.jpg" favoritecount="172" retweetcount="61" status="No bindi, no deepam, no lakshmi pooja. While I don't like to intefere into people's dressing or spiritual choices… https://t.co/tzM0cbaXk0" createdat="1604896710000" id="1325659002307375105"></div> It was around a month ago that Tanishq’s ad film about a Hindu bahu and her Muslim saas living together peacefully made the trolls uncomfortable. In both these controversies, Tanishq was quick to withdraw its ad and apologise for hurting religious sentiments. This made us wonder if brands are setting a wrong precedent by pulling down their advertisements and giving in to these rabble-rousers too quickly? The last time, Tanishq withdrew its ad because the safety of its employees was in danger and so far, for its recent ad, it has just been social media outrage. Powerful brands like Tanishq have the resources to stand up to these bullies. Brands are also aware of the volatile climes they live in and how advertisements can irk some internet users. So, are brands not hiring good media planners? Will consumers lose faith in the brand for backtracking and its lack of confidence? A larger question every CMO ponders upon, what is the ideal way to deal with these online bullies? We reached out to experts to find out. Here is what they had to say: Lloyd Mathias, Business Strategist and Angel Investor: I am surprised that Tanishq chose to take down the ad in the face of social media backlash. I am sure the brand foresaw the likely controversy when they chose to go down this path – so backtracking now is a little surprising and doesn’t speak well for their planning. It is important for companies and brands to respect public sentiment. After all, a brand and a company exists within a larger community and all it does is have to reflect the values of its users and the larger society it operates in. Thanks to their reach and heft, brands have become important elements in shaping culture, influencing behaviour and moulding opinion. It is therefore important for them to proactively do the right thing, even though it may have short-term implications for their business. Harish Bijoor, Brand Guru &amp; Founder, Harish Bijoor Consults Inc: I very simply believe that brands must avoid touching topics that either directly or indirectly touch politics or religion. Anything that touches these two or adjacent issues such as custom and tradition, must be avoided. These are sensitive times. Avoid issues that sensitize audiences further. Akshara Vasavda, Creative Lead, Schbang: Another <keyword id="2851713" type="PERSON" weightage="20" keywordseo="Tanishq-Ad">Tanishq ad</keyword> taken down because of angry trolls upset over someone saying we shouldn't burst firecrackers, because you know, we're kind of in the middle of a pandemic and an on-going climate crisis in general. How dare they? First, let's focus on the real issue - the extremists dominating much of the Indian media and social media right now, spreading their intolerance in almost every sphere of our lives. There is no platform where one can express their (very reasonable and justified) views freely without getting attacked by angry extremist trolls. Whether or not Tanishq should have taken the ad down is a separate conversation. They are still yet another victim of growing extremism in our country, albeit a very privileged victim with power and resources to fight this issue and bring some much needed change. Should Tanishq have taken this ad down? Absolutely not. I work on a brand 100x smaller than Tanishq that was attacked for a week straight for a simple social media post on Navratri, but we stuck to our cause and fought the trolls off with a team of 3 girls handling ORM. I simply do not see why a brand like Tanishq feels forced to take the ad down except for maybe, just maybe, they want to have their cake and eat it too - please the progressives but be in the good books of conservatives/right wing audience as well. Afterall, their sales come from the old and the rich. Or maybe, they want the controversy. Whatever the reason is, I'm out of sympathy for this TATA giant, when small, independent brands are not afraid to stand up in the face of right-wing suppression of speech. Kuber Chopra, Founder, Creative and Strategy Director, Rasta: What Tanishq is dealing with is not a "might offend someone" mindset, it's got to a point where the trolls have simply marked some brands as too liberal for their liking. Just like they would mark some popular liberal voices as those to quash dare they speak. While I did feel when they released the last ad, they would have been conscious of potential backlash, on this occasion they're just dealing with depressing brainwashed mindsets that are going to continue to get offended by the sight of Tanishq. They are probably offended by this because there are 4 independent women and no men in a Diwali ad (albeit it's a jewelry ad) speaking English. I'm honestly a little saddened to suggest a hack for this, but if Tanishq doesn’t think putting a brave front is worth it, they should change the script and redo the voice over perhaps in Hindi. If they want to be brave they can release little snippets of each of these women lighting dias and a little story about who they are, where they're celebrating Diwali. And of course, doing nothing is also a strategy. Hope Tanishq has the best Diwali and open minded Diwali shoppers make their wallets heard. Akshaara Lalwani, CEO &amp; Founder, Communicate India: Conceptualization of an ad campaign is backed by the vision to create an emotional connect with the audience. While ṭhis attempt may at times click well for the brand, there is a possibility of it backfiring too, especially during such sensitive times, when the world is battling through a global health crisis and emotions are heightened. However, keeping that in mind, it is also imperative for brands to believe in its value system and not change as per audience receptiveness. Thus, pulling down the ad wasn't the best way to deal with this situation and only reflected the lack of belief in the idea that the brand had executed through this campaign If we observe the audience engagement post-global-lockdown, it has reflected an upsurge in the rate of social media trolls. Having had the technological access and ample amount of time at hand, people are consuming content on a larger scale and hence brands have been put under the microscopic lenses. In order to deal with such trolls, brands need to evaluate and understand the sentiment that the campaign has brought forth among the audiences. Basis the audience reaction, devising a strategy that helps communicate the campaign’s authentic idea is the best way to tackle the situation at hand. Amyn Ghadiali, Vice President -Business &amp; Strategy, Gozoop: It definitely sets a wrong precedent. I believe that more than trolls, the customers also lose faith in the brand because it doesn’t have the courage to see through things that they actually believe in. If I were the brand custodian at Tanishq, the fundamental question I would ask myself is that do I believe in what I am saying &amp; are the ones trolling me/ my customers? If they are, then I would really like to understand their POV better rather than pulling down the ad. If they are random trolls, who never would be able to afford my brand, why even bother? Also, if a brand believes in a progressive society, I would want to have customers who share that ideology. Look at how Jeff Bezos supported black lives matter. I wouldn’t call it strategy, I would simply call them principles. We all know principles mean nothing if they don’t cost us something. The best way to deal with trolls is to create an army of brand advocates that stand by your decision and belief. In-case of a polarising debate like that of Tanishq or for that matter any brand, it is important to have a spine and stick through. People who support your belief system will come forward, defend you and in-fact respect you even more.

Is Tanishq’s Ekatvam Diwali ad being pulled down setting a wrong precedent?

<ul><li><keyword id="6359039" type="PERSON" weightage="20" keywordseo="sourav-ganguly">Sourav Ganguly</keyword>, BCCI President and Former India Cricket Captain, suffered a mild heart attack last month.</li><li>Netizens happened to re-discover his old ad endorsing Fortune's Cooking Oil, which then triggered a slew of tweets and jokes with people questioning the effectiveness of the oil and also wondering how the brand will tackle this crisis. </li><li>On Valentine’s day, the brand published an honest print ad clarifying that there are many factors that can affect our heart's health.</li><li>We speak to PR experts to find out if communication like this is enough to win audiences over. </li></ul>After BCCI President and Former India Cricket Captain Sourav Ganguly suffered a mild heart attack in January 2021, Adani Wilmar’s Fortune rice bran cooking oil, that is endorsed by Ganguly, got caught in the middle of the crisis. Twitterati had re-discovered Ganguly’s old ad with Fortune Oil that said it is ‘a healthy for heart oil’ and the irony was not lost on people. They were also quick to jump to the conclusion that Fortune oil is unhealthy and its old ad even started making rounds on WhatsApp. To soften the uproar coming in its way, Fortune Oil deleted the ad from its official website and social media handles. It had also immediately released a media statement asserting that it would continue to work with Ganguly. <div type="twitter" handle="arifaajakia" handlename="Arif Aajakia" image="http://pbs.twimg.com/profile_images/1335345211610963969/_YB6QF_R_normal.jpg" favoritecount="191" retweetcount="18" status="Dada, get well soon. We love you. You are a tiger, you will come back roaring. @SGanguly99 https://t.co/F5rkPAlmNE" createdat="1609734280000" id="1345949241093586946"></div> <div type="twitter" handle="aliusmani" handlename="AYU" image="http://pbs.twimg.com/profile_images/1335760850393526272/u2_LBHPy_normal.jpg" favoritecount="1" retweetcount="0" status="@beastoftraal WhatsApp forwards are already making rounds 😀😀 https://t.co/ouMXMTxcwW" createdat="1609678780000" id="1345716459503161344"></div> Post that, netizens, including brand experts and consumers, had eyes on Fortune’s next move for it was going to take a lot of come out of this huge PR crisis and win its consumers’ trust back. As an FMCG brand that caters to a mass audience, how do you deal with this cloud of resentment coming your way on social media? Fortune Oil has given us a case study with its latest move. On Valentine’s Day, when the whole brandverse got mushy and there were hearts splashed across the newspaper ads, Adani Wilmar decided to have a heart-to-heart conversation with fans. It launched a personalised print ad penned by its ambassador Ganguly to clarify that there are multiple reasons that can affect one’s heart's health. <div type="twitter" handle="FortuneFoods" handlename="Fortune Foods" image="http://pbs.twimg.com/profile_images/1230878437541371904/69ad0EW2_normal.jpg" favoritecount="10" retweetcount="2" status="Dada made a healthy comeback, as he always does! Here's a 'heart' felt message from him on Valentine's Day. Let's h… https://t.co/Je2cGatoz8" createdat="1613277036000" id="1360808636755320837"></div> Titled, ‘Today seems like a good day to talk about the heart,’ the body copy read, "You don't expect a fairly young and fit person like me to have a heart-related ailment. But here's the thing, there are just too many factors that can affect our heart's health. One of them could be family history of heart ailments, as it was in my case." It further shared a few tips to keep one’s heart-healthy. In a personalised note, Ganguly openly talked about his heart condition and what consumers can learn from his episode. “Love your heart. Take good care of it,” he concluded. Fortune Oil appointed Ganguly as its brand face in 2020 to target mid-age people with its campaign ‘Welcome to the 40s,' which aimed to promote maintaining heart health and good lifestyle. The campaign backfired a year later and it was a blow hard to forget. However, when a brand faces a huge crisis related to their brand ambassadors such as this, the traditional PR advice is to maintain a low profile to cushion the blow. Adani Wilmar, on the other hand, decided to address the concerns and face the situation head-on. It also waited for the right amount of time to launch a piece of communication -- long enough to give its consumers some space to process the news and but not too long before it is a distant memory. And it seems to have won brand experts admiration. Albeit, will a brand ambassador coming to bat for a brand and talk about the health benefits it serves, be enough to regain its consumers' trust? Here is what experts had to say: Dilip Cherian, Founder and Partner, Perfect Relations: <div type="image" title="Dilip-Cherian1" msid="80928599" hostid="261"></div> There is no doubt that some response would have been expected from any consumer products company which is also substantially consumer-facing. So I guess, Fortune really didn’t have too much of a choice or perhaps was facing image pressures to explain its stance. This actually is one of the huge consequences of having an extremely popular and visible brand ambassador. The price you have to pay is often that, anything that happens to the ambassador actually happens to the company. So rather than entering a situation where a stent within the company would be necessary, I think that responding was smart. Opting for a print advertisement allowed the company to actually communicate at many levels. As we tell our clients today, owned media and paid media can be multiplied appropriately to reach the audiences you want in the ways you want. Taking a print advertisement was only one of the options. It could easily have been addressed far more cheaply and just as effectively by having this content put on the Fortune website. Would it have worked? The answer is yes, if properly promoted. Owned media can very often play the role that conventional media has played in recent times. This is one of the huge advantages that we have been able to get companies involved in understanding during the year of lockdown. Now that the advertisement is out, clever digital manipulation and propagation is the answer if that is done then the point will be well taken amongst many more stakeholders than just those who happened to read the print copy. The lessons a brand can learn from this are quite clear. There is no doubt that large consumer facing brands need to be conscious of who they choose as a brand ambassador and recognise that along with huge gains come the pains. The second lesson would be that responding is smarter than smarting in silence. Third lesson is that using your owned media would have been infinitely cheaper as a means of responding. Lesson four, clever use of social media and aggressive use of traditional media can very often multiply what you choose to put out on owned media. Archana Jain, Managing Director, PR pundit <div type="image" title="Archana Jain - Horizontal" msid="80932970" hostid="261"></div> There is no 'one size fits all' strategic response in a crisis; two identical scenarios can have different responses as they may be taking place at two different times, in two different domains, or with varied company cultures. A crisis always merits a response – as they say, 'Feed the shark before it feeds on you!" The key points to have got across swiftly would have been on how the company feels about the incident as its important to be humanly concerned, first, last and foremost. A lesson that brands can learn from this: When good health is the claim, it’s important to monitor the health of the brand ambassador just like insurance companies do each year of the insured. This was capture in the T of the HEART message in the advertisement Tarunjeet Rattan, Founder and Managing Partner, Nucleus and Co-founder of PRPOI <div type="image" title="Tarunjeet Pr" msid="80932780" hostid="261"></div> Absolutely, it was a good strategy. In fact, they should have done that when Sourav first got the attack. If I recall correctly a lot of personal branding experts at that point of time had recommended that Sourav drop the brand. On the other hand, they also urged the brand to take a stand and leverage this opportunity to educate everyone on the various causes of a heart attack. Fortune shied away from it at that point. To me, that was an opportunity lost. What if Sourav had not recovered. It would have ensured the loss of customer trust forever. Good that he did, and it gave the brand an opportunity to address it. It is great to see them take this up now and in such a sweet and toned down manner. In today's day and age, it does not work if you choose to lie low. Apart from it being a wasted opportunity to connect with your audience, the silence will backfire. Crisis needs to be addressed head-on with a smart strategy when the fires are the hottest. I do believe they've hit the sweet spot with a heartfelt message and on an appropriate day. Using a single medium is in line with their cautionary wait &amp; watch approach. Not too massive but at the same time reaching just about enough audiences. What I am sure they would have anticipated and counted on was that the same branding experts who pulled them up for not addressing the crisis earlier would be impressed enough or have an opinion either way to give them more space on their social media real estate. Lo and behold ! It worked out just as planned. Some lessons that brands can learn from this crisis and its management: Never ever waste a good crisis. Every crisis is an opportunity in disguise so use it. When you do choose to address it make sure you are aware of the circumstances around the crisis so that you can choose the right medium for the message. This awareness will help you use your budget wisely. Amplification is essential. Identify the people and channels who will be most apt for it before deciding on your response. Respond to a crisis with facts and a lot of empathy. A situation like this would have worked really well for the brand and earned it a lot of goodwill if it had stood by its brand ambassador on the day of the heart attack. Be human. Whether now or later …whether the individual is your brand ambassador or not…being human won’t hurt you. It will only earn you loyalty points and love. Don’t make outright claims that you cannot control. They will come back to haunt you. Temper all claims with a dose of reality. Akshaara Lalwani, Founder and CEO of Communicate India: <div type="image" title="Akshaara Lalwani, Founder, Communicate India pic 1" msid="80928629" hostid="261"></div> Firstly, we have to understand Mr. Sourav Ganguly’s case wasn’t an anomaly. Scores of athletes and sportspersons across the world have had heart attacks when in the prime of their careers and lives. So this really was an unexpected event in terms of public relations because Sourav Ganguly was always the right fit for the brand and he is a national treasure, but it was just unfortunate that this happened to him. Having said this, from a PR perspective, when something like this happens, conventional wisdom does suggest that a brand lie low, retract all their communication and pull out adverts, as was the case with Fortune. This is understandable because no brand would not want to alienate its customers or lose out on revenue. However, we have to understand that we’re part of a more evolved digital economy today and that a brand need not necessarily hide behind a crisis. Bringing the issue to the forefront and addressing it head-on, is the best suited strategy for a modern PR and communications landscape. Without being insensitive to a brand ambassador’s health situation, it is an opportune moment to reiterate messaging around heart health eating and the importance of eating well and living well. This is not to say that a brand should use someone's misfortune to push sales and marketing, but it is about communicating and engaging with customers in an honest manner, and telling them that the risk of heart attacks is real for everyone. In a crisis situation like this, there has to be an acute understanding of brand sentiment and a two-way-communication model has to be adopted. Customers and brands need to work together to identify messages because at the end of the day, customers understand risks of a product and it is the duty of any company to educate its customers about these risks. Making the customer your partner and working in a symbiotic relationship is the key. Therefore it isn’t advisable to have a knee-jerk reaction of retracting communication and adverts during an unprecedented situation like this. In fact, creating honest communication, addressing the situation directly, and working through issues is advisable. It’s all about responding to your customer and providing them with the most correct, accurate, and valuable information.

After Fortune Foods' recent PR crisis after Sourav Ganguly's heart attack, is the brand’s latest print campaign enough to win back its consumers' trust?

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