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<ul><li><keyword id="10618036" type="LOCATION" weightage="20" keywordseo="tarunjeet-rattan">Tarunjeet Rattan</keyword>, Founder, PRPOI decoded <keyword id="10618039" type="UNKNOWN" weightage="20" keywordseo="owned-media">Owned Media</keyword> with Nivedeeta Moirangthem, Communication Operations Manager, IKEA India; Paul Furiga, PRBI member, President &amp; Chief Storyteller, WordWrite PR, Pittsburg USA and Mohit Balachandran, Restaurateur &amp; Food Connoisseur on the 33rd PRPOI panel discussion. </li><li>Rattan pens down the top eight things you need to know about Owned Media.</li></ul>2020 has been a good year for the <keyword id="7783041" type="UNKNOWN" weightage="20" keywordseo="PR-Industry">PR industry</keyword> in India. However, 2021 brings with it, its own set of challenges. While brands turn to PR for counsel strengthening their position, the PR industry seems to be losing out on its core strength: Earned conversations in <keyword id="10618038" type="UNKNOWN" weightage="20" keywordseo="editorial-media">editorial media</keyword>. Editorial placements are getting tougher by the day which is pushing a good chunk of the PR industry to start reconsidering its approach towards brand building and reputation management. One of the key buzzwords that have been floated around ‘Owned Media’. It has been whispered about on the outskirts of the Indian PR realm but is slowly finding its way into the mainstream conversation. Though the question to be answered is if the Indian PR industry is ready to embrace the last pillar of the PESO (Paid Earned Social and Owned) model. We decoded Owned Media with Nivedeeta Moirangthem, Communication Operations Manager, IKEA India; Paul Furiga, PRBI member, President &amp; Chief Storyteller, WordWrite PR, Pittsburg USA and Mohit Balachandran, Restaurateur &amp; Food Connoisseur on the 33rd PRPOI panel discussion on the subject to get you started. Our industry PR Boutiques International added their global insight to the conversation. Here are the top eight things you need to know about Owned Media: What is Owned media? Any platform that is owned by a company and communicates directly with the target audience is called owned media. These can come in the form of blogs, annual reports, brand journalism, research papers, webinars, podcasts, newsletter, Youtube channel, lookbooks etc. The ‘company’ can either be a brand or an agency. Where is it globally? And where are we in India? Globally it has already caught on and a lot of brands have tasked their PR agencies and corporate communication teams with leading owned media. Infact, PR agencies like Wordwrite PR have invested in a platform like Pittsburg 100 that create engaging content for brands. Brands like IKEA, General Motors, Coca Cola have pioneered this on a global platform with different owned media that is enviable. Closer home, the hospitality and fashion industry has taken the lead on owned media. Brands like Myntra, Nykaa, EazyDiner have done a great job in creating owned properties. PR agencies like Nucleus PR has launched its own independent podcast series – All About PR, that showcases interesting conversations from the world of communication that will be a platform they own. It is still in a very nascent stage in India. So, if you get with the program now, you will have the first movers’ advantage. Does it compete with editorial media? Yes and no. Yes, it competes on engaging storytelling front. However, it does not compete in the kind of stories that a brand wants to tell as these stories are usually more customer centric and bridge the gaps between paid and earned media conversations. It helps them create locally relevant original content with a more controlled narrative. Smart PR teams leverage owned media as an opportunity to make varied subtle digital pitches. What about authentic storytelling? Between and owned media, storytelling does not lose its charm. Stories must be authentic and connect with the audience on owned media as well. The volume does not matter. The quality matters. Content must be genuine and relevant on any platforms (digital or traditional). Are we confusing the consumer? No. If you do not try and disguise it as third-party credibility or editorial media then it is fine. Mention and be clear that this is owned media upfront. Authenticity is key. The moment you try and pretend it is not owned media you will lose the trust of your customers. As PR professionals you need to advise your clients/brands to stay the course. What are the skillsets you need to get started? Be good at communication and see the big picture. Have a nose for news, be curious, be teachable, have good writing skills and a keen eye on the fast-changing mediums of communication with the core target audience. Don’t get hung up on the tools and platforms. Focus on the stories that matter to your audience. Create trust and credibility with authentic stories and empathy. If you can do that then that is the only skillset you need. Why should PR professionals handle it? PR professionals are basically trained to create engaging and captivating stories that are authentic. Adept at having a two-way conversation, persuasive (read media pitching) and keeping the audience engaged, are key PR qualities that make a strong case for PR to handle owned media. When do you start? Today. Now. ASAP. The above is by special arrangement via a collaboration with PRPOI Watch the video here: <div type="Youtube" id="3eTuXSC_ijk" title="Ep 33 : Owned Media : The New PR Buzzword" thumbUrl="https://i.ytimg.com/vi/3eTuXSC_ijk/mqdefault.jpg"></div>

Owned Media: What you need to know

<ul><li><keyword id="10618036" type="LOCATION" weightage="20" keywordseo="tarunjeet-rattan">Tarunjeet Rattan</keyword>, Founder - <keyword id="10736859" type="UNKNOWN" weightage="20" keywordseo="PRPOI">PRPOI</keyword> answers an important question that every PR professional often ponders upon: how to build a strong global network. </li><li>Being a part of a global network catapults your career growth into a higher orbit. Rattan shares a few tips for you to help you find your way in a global network. </li></ul>‘Hmmm… that sounds like a lot of work?’ ‘Why do I need a global network?’ ‘What is in it for me?’ ‘That must be really expensive!’ The moment you talk about joining a global network is when these questions will start running across your mind. You will wonder about the ROI of joining a network. Lynnette Werning, President – PR Boutiques International, Kavita Lakhani - National President – WICCI PR &amp; Digital Marketing Council and Bianca Ghose , Co-Chair - Asia-Pacific Association of Communication Directors' India Chapter joined us on the PRPOI panel to address these questions. Being a part of a global network catapults your career growth into a higher orbit. However, it is essential that you choose a network that aligns with your core beliefs and career stage. Our panel delved into global trends within the <keyword id="7783041" type="UNKNOWN" weightage="20" keywordseo="PR-Industry">PR industry</keyword> and how PR professionals can leverage global networks to evolve in their careers and find their niche. We pick out the five must-knows from the session for you. Why should you join a network? Network-ing with different minds from different genres and geographies will give you a new perspective about your own profession. The knowledge that you swap with them will give you a more holistic and global understanding of how media and communication is perceived and works in various parts of the world. The learning opportunities are immense. Leadership and learning go hand in hand. Cross country and cross vertical learning sessions or speakers will only add to your knowledge base. Career guidance will be on a global level. The experts who are a part of your network will give you unbiased and unfiltered guidance and feedback. They have nothing to gain or loose from your growth or stagnation. You can choose to have a global mentor and have an edge over the competition bringing you new opportunities in a smart way. Mentoring is a huge advantage with a global network. With seniors in the network, consider picking out a mentor who will help you grow in your own career, guide you towards skills you need and open doors for you when they can. It is also the fastest way you can rise in your field. Most essentially, if you have been in the industry for more than a decade this is one of the best ways to give back to the industry that made you who you are. How do you select a network to join? Do your research. Find what you are passionate about or aim to achieve from these networks. Select a network that resonates with your objectives. When that happens, it will not sound overwhelming. Because once you join you must make time for it. Don’t be that person who joins and then ghosts on people. You will be wasting your time, money and a seat that could have gone to a more deserving candidate. If you join a network make use of it through and through. Is it costly? Some networks come at a paid membership while others are free. Whatever the monetary cost you also need to consider your time cost. Weigh the options and the possibility of how you accelerate growth in your career if you were not a part of this network. What is my ROI ? While we all love ROI ! Do not look at calculating any sort of ROI for the first five years. Give, give and give some more. When you do set about calculating this aspect first define what is ROI for you from the network. This should align with your objectives based on which you choose to associate with the network. If that objective is met, then continue to give some more. If it doesn’t then you will atleast gain an insight what you don’t want and crystalise your objective further. This is the time you look at researching and identifying the one that meets your new objective. When should you join? Today. Right Away. Now. There are networks that are available to you at all levels. You don’t need to join the workforce to be a part of one. Start as a student. When you enter the industry you can add another one that caters to you as a fresher. As you move up more networks will open for you at the middle and top management level. You can keep adding to it and move up the ranks as a mentor. So join one now ! The above is by special arrangement via a collaboration with PRPOI Watch the video here: <div type="Youtube" id="t2XeZ6W5h5s" title="Ep 35: Building A Global Network in PR" thumbUrl="https://i.ytimg.com/vi/t2XeZ6W5h5s/mqdefault.jpg"></div>

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Owned Media: What you need to know

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