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<ul><li>We are living in the age of information where ‘data is the new oil’. </li><li> However, if this ‘oil’ is not leveraged correctly, it also does the job of ‘adding fuel to the fire’ </li><li>So, <keyword id="2878094" type="PERSON" weightage="20" keywordseo="Gaurav-Patra">Gaurav Patra</keyword>, Founder, <keyword id="10777488" type="UNKNOWN" weightage="20" keywordseo="value360-communications">Value360 Communications</keyword> shares a few ways in which one PR can work around these bottlenecks to ensure reaping only the benefits of information instead of being deterred by Infodemic? </li></ul>2020 witnessed a lot of unprecedented situations across the length and breadth of the world.Apart from enduring a pandemic for the first time in the lives of majority of the world population, people slowly started getting accustomed to a multitude of “new normal”, ranging from experiences, lifestyles and even the addition of words to the dictionary! Just when the world was grappling with newer concepts and terms like ‘pandemic’, ‘social distancing’, and ‘quarantining’, that were primarily unheard or at least lesser heard of, the world was exposed to a new term “Infodemic”. According to the dictionary by the renowned publishing house, <a href="https://www.merriam-webster.com/words-at-play/words-were-watching-infodemic-meaning#:~:text=Infodemic%20was%20coined%20in%202003,anyone%20wants%20them%20to%20be.">Merriam Webster</a>“Infodemic is a blend of ‘information’ and ‘epidemic’ that typically refers to a rapid and far-reaching spread of both accurate and inaccurate information about something, such as a disease. As facts, rumours, and fears mix and disperse, it becomes difficult to learn essential information about an issue.” The term Infodemic was coined in 2003 in a Washington Post column by David Rothkopf. Not surprisingly, the term made a comeback during Covid-19 when people were experiencing a never-before illness of global proportions and were searching for answers across all quarters. To make matters worse, ease of accessibility to data and information via internet led to the Infodemic spreading like wildfire across social media platforms, to the extent that the World Health Organisation had to implement a strategy to deal with this challenge. <cmsannotation type="cmsannotation" annotationid="The counter effects of Infodemic" text="The counter effects of Infodemic">The counter effects of Infodemic</cmsannotation> “We’re not just fighting an epidemic; we’re fighting an infodemic,” said TedrosAdhanom Ghebreyesus, Director-General of the World Health Organization (WHO) at a gathering of foreign policy and security experts. As the name suggests, the Infodemic referred to, in this context, was the plethora of information available, unofficially, to the general public about the pandemic. There were a variety of theories floating around the pandemic and causing chaos in the minds of the naïve consumers of that information, at a time when an official and direct line of communication was required to assuage the already existing panic. Social media became the most popular channel to spread misinformation, distorted facts and absolutely baseless information, akin to a modern-day Chinese Whisper. Clearly, this added to the pandemonium of pre-existing fears and notions, with everybody giving their own spin each time information was exchanged. The focus suddenly shifted from providing an effective solution to the challenge of spending time, energy, money and efforts to demystifying the myths created. There was a general sense of distrust and impatience among the world owing to the barrage of information coming their way, only to be dispelled as a myth or gossip. <cmsannotation type="cmsannotation" annotationid="PR in the age of Infodemic" text="PR in the age of Infodemic">PR in the age of Infodemic</cmsannotation> <keyword id="255227" type="ORGANIZATION" weightage="20" keywordseo="Public-Relations">Public Relations</keyword> (PR) as well as Marketing, at the end of the day, is driven by information. It involves information seeding through various strategies, tools and approaches to create the desired positioning for a product/service, management and the overall, brand. Today the target audience is not bifurcated as per geographies anymore. On the contrary, there is a scope of establishing a direct outreach and communication to a much larger audience. It must be noted that while a large section of the population is accessible through common social and digital platforms, their tastes and preferences could be as different as chalk and cheese. Here comes the role of technology where Artificial Intelligence helps brands and PR consultants map audience preferences to customise solutions for them. These platforms also provide an avenue for brands to receive direct feedback and improve its solutions to cater to these new age customers. PR can drive engaging campaigns across these platforms to increase the brands’ visibility, break through the clutter of noise from competing brands and eventually enhancing the brand recall in the minds of the existing as well as potential customers. <cmsannotation type="cmsannotation" annotationid="The pitfalls" text="The pitfalls">The pitfalls</cmsannotation> We are living in the age of information where ‘data is the new oil’. However, if this ‘oil’ is not leveraged correctly, it also does the job of ‘adding fuel to the fire’. Simply put, like two sides of a coin, information is not independent of its own demerits when it takes the form of distorted information or misinformation. While information has empowered us to scale greater heights, break boundaries and evolve, its incorrect use can lead to the exact opposite. Today, information has percolated to all levels with the availability of smartphones and affordable data packages. On the positive side, information in digital and social times, is erasing boundaries and even altering the concept of time-based (unlike newspapers or pre-determined TV show slots). While this is the ‘Dr. Jekyll’ side of having access to information, the ‘Mr. Hyde’ perspective of information ensures it spreads across the same plane at the same speed, if not swifter, especially when it’s incorrect or malicious. This is especially detrimental for brands when a negative review/news or a half-baked or incorrect news snowballs into a collective problem for a much larger audience. This could even lead to a mass negative perception building. Additionally, the audience has direct access to brands and its management to air out concerns. It is also imperative to note that the digital and social media platforms serving as a repository of information around the clock. Not only is information available at all hours but it is also considered to leave a permanent impression as it can be retrieved any number of times in the future through the click of a button. This imposes a very different kind of challenge to public relations in the age of information in order to position a brand in the desired manner. <cmsannotation type="cmsannotation" annotationid="The way ahead..." text="The way ahead...">The way ahead...</cmsannotation> So, how does PR work around these bottlenecks to ensure reaping only the benefits of information instead of being deterred by Infodemic? First and foremost, PR should continuously ensure a steady flow of communication on key corporate engagements, so as to not leave a window for speculative or counter-productive newsflow. Brands should be visible on both online and offline platforms at intervals which are not considered as bombarding the target audience with unsolicited information. In the event of a misinformation or adverse news doing the rounds on a large scale, it should be addressed directly by the management to assuage detrimental sentiments and give them a sense of assurance. Even if the negative news is true, it should be addressed directly instead of beating about the bush. This makes the audience is far more understanding and cooperative about the matter at hand. There should not be any delays in communicating as it may be perceived as evading the issue. In case the source can be located, a statement should be issued immediately carrying the views of the brand. Content strategy would play a key role in the age of Infodemic. Strategies should be flexible, yet yield appropriate results. Brands should hold live interactions with audience from time to time to gauge gaps and provide solutions for the same. In case there is an old content that is relevant to the present times, it could be refurbished to address the current needs. There could be lighter moments with contests that increases audience engagement with the brand, acts as a positive reinforcement and at a deeper level, instils a sense of brand loyalty. PR should also involve influencer marketing to get people to actually ‘listen’ in the information clutter, create relatability and eventually, lead to conversions. Brands should create content and host awareness drives to educate consumers and demystify myths proactively, in order to avoid grapevines. It should be noted that while social media amplifies negative information, it does the same for positive information seeding as well, which should be an assurance to brand managers and PR consultants. At the end of the day, it all boils down to which side of data does one choose to be in…

PR in the age of infodemic

<ul><li>Gaurav Patra, Founder, <keyword id="9175088" type="UNKNOWN" weightage="20" keywordseo="value360-communication">Value360 Communication</keyword> pens down a few reasons why marketers are choosing to focus on <keyword id="557554" type="PERSON" weightage="20" keywordseo="CSR-activities">CSR activities</keyword> right now. </li><li>He further writes how, through the right channel, together - one voice, we can safeguard our nation and help fight this global pandemic.</li></ul>In recent times, CSR has become an integral part of any company’s business strategy. It comprehends various ways in which businesses can have a positive impact by showcasing its commitment towards economic and social development. Over the last few years, we have seen the rise in marketers’ focus towards <keyword id="113603" type="ORGANIZATION" weightage="20" keywordseo="corporate-social-responsibility">corporate social responsibility</keyword>. Companies like Google, Microsoft, Disney, ITC, have set an example exhibiting their commitment towards environmental sustainability and diversity. Under the Companies law, “Certain classes of profitable entities have to shell out at least 2 per cent of their three-year annual net profit towards <a href="https://auto.economictimes.indiatimes.com/tag/corporate+social+responsibility">Corporate Social Responsibility</a> (CSR) activities in a particular financial year”. As the Covid 19 outbreak continues across the globe, the significant economic slowdown has already been observed worldwide, which has impacted most of the industries. However, it’s encouraging to see that even in the midst of such challenging times, companies and marketers are coming forward and pivoting strategy to support the society. In view of the spread of Coronavirus in India and its declaration by WHO as pandemic, Government of India also announced the spending of funds for the relief of <keyword id="8763838" type="UNKNOWN" weightage="20" keywordseo="covid-19">Covid-19</keyword>, as a part of CSR activity. In this hour of global crisis, various marketers are stepping up and aligning their strategy in line with the announcement made by the government. Brands should take this as an opportunity to look inward and be as resourceful as possible towards the cause. Many companies and businesses are donating certain amounts to the “PM Cares Fund” formed by the Government of India, while others focus on facilitating vital necessities like masks, sanitizers, gloves, medicines, food to the underprivileged, health institutions, hospitals, etc. Marketers and brands are also committing a certain portion of their CSR funds towards Covid Fund. They are also placing health check-up camps in tier 2 cities in order to help migrants get tested first hand. Few brands have also come forward to manufacture ventilators, sanitizers, thermal testers, drones lending assistance to the government in combating this pandemic situation. While the whole nation is under lockdown for 21 days, brands are focusing on newer ways to contribute towards the society in the current scenario. With the ongoing situation, it is important for the marketers to channelize their approach with creative campaigns to create awareness amongst the individuals on social distancing and safeguarding themselves in order to fight the crisis, emphasizing the importance of staying indoors. Where several companies have launched their digital campaigns on social media like #SafeHandsChallenge, #NamasteKaro, backing the government towards social distancing, it is also important to educate and create awareness amongst the migrant laborers and underserved section of the society about the current crisis and the precautionary measures to be taken care of. The above mentioned cases show how some companies are channelizing the work of public bodies while others are filling the gaps of the supply chain that was getting adversely affected due to the lockdown. Given the scale and urgency of the situation, brands should co-create their solutions as an effective response to covid 19 outbreak. Together, through the right channel, one voice, we can safeguard our nation and help fight this global pandemic. - By Gaurav Patra, Founder, Value360 Communication

How marketers are now focusing on CSR in current COVID-19 situation

When the country is experiencing an entrepreneurship boom in the market, for big industry tycoons if there is a perfect time to invest in <keyword id="428085" type="UNKNOWN" weightage="100" keywordseo="start-ups">start-ups</keyword>, it is now. With start-ups going on a crazy funding spree, <a href="http://www.businessinsider.in/If-you-want-Ratan-Tata-to-invest-in-your-start-up-just-ask-him-Your-wish-might-just-get-answered/articleshow/47551786.cms">Ratan Tata stands out as the most important investor</a>, saving many just when their bank balance was down to the last few zeroes.
	 
	
		From ecommerce to auto, Tata’s investment portfolio is as varied as it can get. There cannot be a better way to spend your retirement. <a href="http://www.businessinsider.in/Know-whats-keeping-Ratan-Tata-busy-and-happy-post-retirement/articleshow/47721497.cms">After his retirement</a>, he said young innovators should be encouraged and he stands true to his words. The list is becoming longer, with investments in 10 start-ups in this year alone.
	 
	
		Here’s a complete guide to the start-ups who went on to become some of the greatest in the space after his investments.
	 
	
		 
		 
		1. Altaeros Energies- Boston-based Altaeros was founded in 2010 at the Massachusetts Institute of Technology (MIT) to commercialise the world's first airborne wind turbine. Operating up to 2,000 feet (600 metres) above ground, the Altaeros BAT generates over twice the energy of similarly-sized tower mounted wind turbines.
	 
	
		When: Early 2014
	
		 
		 
		 
	
		2. <keyword id="541988" type="COMPANY" weightage="100" keywordseo="SnapDeal">Snapdeal</keyword>- Snapdeal got its funding from Tata when their bank balance was down to the last $100,000. Tata is believed to have invested less than Rs 5 crore, buying 256 shares from Snapdeal's angel investors including Kenneth Glass
	 
	
		When: August 2014.
	
		 
		 
		 
	
		3. <a href="http://www.businessinsider.in/Ratan-Tata-Bets-Big-On-Indias-e-commerce-Sector-Invests-In-Bluestone/articleshow/42258863.cms">Bluestone</a>- The online jewellery retailer was founded by IIT graduate Gaurav Singh Kushwaha and Vidya Nataraj. <keyword id="255703" type="PERSON" weightage="100" keywordseo="Bluestone">Bluestone</keyword> was valued at Rs 135 crore when it raised funding from Kalaari Capital, when Tata also co-invested. 
	
		When: September 2014
	
		 
		 
		 
	
		4. <keyword id="6368309" type="COMPANY" weightage="100" keywordseo="Urban-Ladder">Urban Ladder</keyword>- The online furniture etailer was founded by IIM-Bangalore MBAs Ashish Goel and Rajiv Srivatsa in July 2012.
	 
	
		When: November 2014
	
		 
		 
		 
	
		5. Swasth India- The Mumbai-based healthcare startup provides medical services to low income population. The company was founded by former consultants and IIT Bombay graduates Sundeep Kapila and Ankur Pegu
	 
	
		When: Invested Rs 2 crore in December 2014 
	
		 
		 
		 
	
		6. <keyword id="1945738" type="UNKNOWN" weightage="100" keywordseo="Cardekho">CarDekho</keyword>- The Jaipur-based online auto classifieds player was founded in 2007 by Amit and Anurag Jain, both IIT Delhi alumni. The company also runs other portals like BikeDekho and PriceDekho.
	 
	
		When: February 2015
	
		 
		 
		 
	
		7. <keyword id="182468" type="COMPANY" weightage="100" keywordseo="Grameen-Capital">Grameen Capital</keyword>- This is a Mumbai-based investment advisory company.
	 
	
		When: March 2015 
	
		 
		 
		 
	
		8. One97 Communications (<keyword id="6357120" type="UNKNOWN" weightage="100" keywordseo="PayTM">Paytm</keyword>)- The Noida-based Company has successfully transitioned from a value-added services player to an online wallet Paytm.
	 
	
		When: March 2015
	
		 
		 
		 
	
		9. <keyword id="874458" type="COMPANY" weightage="100" keywordseo="Xiaomi">Xiaomi</keyword>- Founded by serial entrepreneur Lei Jun, the Chinese smartphone maker, launched in India last year, became an instant hit in the market with their products.
	 
	
		When: April 2015
	
		 
		 
		 
	
		10. Kaaryah- <keyword id="6360722" type="PERSON" weightage="100" keywordseo="ratan-tata">Ratan Tata</keyword>'s latest investment is a women's non-casual wear is Kaaryah, founded Nidhi Agarwal Kashyap. 
	
		When: June 2015 
	
		 
		 
		 
	
		11. Holachef- Launched in 2014 by Saurabh Saxena and Anil Kalra, this is a food-tech start-up where amateur and professional chefs can come together and sell their meals.
	 
	
		When- September 2015
	
		 
		 
		 
	
		12. <keyword id="6354720" type="PERSON" weightage="100" keywordseo="Ola">Ola</keyword>- In less than three months after Ola announced a $400 million funding round, led by Russian investment firm DST Global, Tata announced its investment in the online car services company, which valued the company at $2.5 billion.
	 
	
		When- July 2015
	
		 
		 
		 
	
		13. Infinite Analytics- Founded in 2012 by MIT graduates Akash Bhatia and Purushotam Botla, this is a US based predictive marketing and Analysis Company. The company deals with deep machine learning and predictive analytics by merging data from multiple sources to create a 360-degree view of the user.
	 
	
		When- August 2015
	
		 
		 
		 
	
		14. <keyword id="1517554" type="UNKNOWN" weightage="100" keywordseo="ampere">Ampere</keyword>- Ampere sells electric vehicles, cycles, trolleys and scooters. It also sells vehicles for differently-abled. It was founded by Hemalata Annamalai.
	 
	
		When- July 2015
	
		 
		 
		 
	
		15. <keyword id="2798697" type="UNKNOWN" weightage="100" keywordseo="Lybrate">Lybrate</keyword>- Healthcare communication start-up, Lybrate connects doctors with patients anonymously throughout India anywhere and anytime. They raised $10.2 m in Series A funding from Ratan Tata, Tiger Global, Nexus Venture Partners.
	 
	
		When- July 2015
	 
	 
	
		(Image credits: Indiatimes, cardekho, kaaryah, bluestone, swasth india, twitter, cupoworld)

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PR in the age of infodemic

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How marketers are now focusing on CSR in current COVID-19 situation

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Ratan Tata’s magical startup investment portfolio

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