The New Normal for Communications
-
Upload
penn-schoen-berland -
Category
Business
-
view
1.965 -
download
0
description
Transcript of The New Normal for Communications
![Page 1: The New Normal for Communications](https://reader035.fdocuments.in/reader035/viewer/2022081414/54b2e1df4a795974438b4569/html5/thumbnails/1.jpg)
Ashwani SinglaMD and Chief Executive, Penn Schoen Berland, South Asia
Blog : www.reputare.in | www.psbresarch.in
www.facebook.com/ashwanisingla www.twitter.com/ashsingla
www.linkedin.com/in/ashwani
THE NEW NORMAL FOR COMMUNICATIONS
![Page 2: The New Normal for Communications](https://reader035.fdocuments.in/reader035/viewer/2022081414/54b2e1df4a795974438b4569/html5/thumbnails/2.jpg)
THE NEW VOCABULARY
87% say that PR has become more
complex
How do you think the public relations/communications industry has changed in the past few years? / How do you think the public relations/communications industry has changed in the past few years?
![Page 3: The New Normal for Communications](https://reader035.fdocuments.in/reader035/viewer/2022081414/54b2e1df4a795974438b4569/html5/thumbnails/3.jpg)
THE NEW NORMAL
What are the key paradigm shifts you have noticed in the ways the public relations/communications industry operates in the past few years?
coverage
impact
old media
new media
local
global
![Page 4: The New Normal for Communications](https://reader035.fdocuments.in/reader035/viewer/2022081414/54b2e1df4a795974438b4569/html5/thumbnails/4.jpg)
CLIENTS WANT…
MEDIA RELATIONS
INTERNAL COMMUNICATIONS
DIGITAL MARKETING
CORPORATERESPONSIBILITY
BRANDPURPOSE
![Page 5: The New Normal for Communications](https://reader035.fdocuments.in/reader035/viewer/2022081414/54b2e1df4a795974438b4569/html5/thumbnails/5.jpg)
BIG THREAT : TALENT QUALITY
“ There’s a huge team to service my account, but of these ten people… hardly anyone would be doing the thinking work. ” – CLIENT
CONTINUITY
EXPERIENCEEXPERIENCE
EXPERTISE
![Page 6: The New Normal for Communications](https://reader035.fdocuments.in/reader035/viewer/2022081414/54b2e1df4a795974438b4569/html5/thumbnails/6.jpg)
NEED FOR APPLIED SCIENCE
84% are more comfortable with “insights based recommendations”
Would you feel more comfortable with your public relations/communication recommendations and ideas if research insights were provided to support the ideas or initiatives?
“ Assessing media coverage is not enough. ” – CLIENT
![Page 7: The New Normal for Communications](https://reader035.fdocuments.in/reader035/viewer/2022081414/54b2e1df4a795974438b4569/html5/thumbnails/7.jpg)
EMPIRICAL PUBLIC
RELATIONS
EMPIRICAL PUBLIC RELATIONS
![Page 8: The New Normal for Communications](https://reader035.fdocuments.in/reader035/viewer/2022081414/54b2e1df4a795974438b4569/html5/thumbnails/8.jpg)
DEMONSTRATING VALUE PAYS
Would you pay a premium for strategic counsel based on empirical evidence?
Would you provide additional incentive for measurable impacts?“ PR companies don’t propose it. ” – CLIENT
Clients say they’re ready to pay for empirically tested counsel and measurable impact…
![Page 9: The New Normal for Communications](https://reader035.fdocuments.in/reader035/viewer/2022081414/54b2e1df4a795974438b4569/html5/thumbnails/9.jpg)
THREE POINT ACTION AGENDA
1 Apply The Science of Public Relations
2
3 Embrace Technology
Develop HumanCapital
![Page 10: The New Normal for Communications](https://reader035.fdocuments.in/reader035/viewer/2022081414/54b2e1df4a795974438b4569/html5/thumbnails/10.jpg)
Ashwani SinglaMD and Chief Executive, Penn Schoen Berland, South Asia
Blog : www.reputare.in | www.psbresarch.in
www.facebook.com/ashwanisingla www.twitter.com/ashsingla
www.linkedin.com/in/ashwani
THANK YOU Find a copy of our report:
www.psbresearch.in at Winning Knowledge™