Ashwani SinglaMD and Chief Executive, Penn Schoen Berland, South Asia

Blog : www.reputare.in | www.psbresarch.in

www.facebook.com/ashwanisingla www.twitter.com/ashsingla

www.linkedin.com/in/ashwani

THE NEW NORMAL FOR COMMUNICATIONS

THE NEW VOCABULARY

87% say that PR has become more

complex

How do you think the public relations/communications industry has changed in the past few years? / How do you think the public relations/communications industry has changed in the past few years?

THE NEW NORMAL

What are the key paradigm shifts you have noticed in the ways the public relations/communications industry operates in the past few years?

coverage

impact

old media

new media

local

global

CLIENTS WANT…

MEDIA RELATIONS

INTERNAL COMMUNICATIONS

DIGITAL MARKETING

CORPORATERESPONSIBILITY

BRANDPURPOSE

BIG THREAT : TALENT QUALITY

“ There’s a huge team to service my account, but of these ten people… hardly anyone would be doing the thinking work. ” – CLIENT

CONTINUITY

EXPERIENCEEXPERIENCE

EXPERTISE

NEED FOR APPLIED SCIENCE

84% are more comfortable with “insights based recommendations”

Would you feel more comfortable with your public relations/communication recommendations and ideas if research insights were provided to support the ideas or initiatives?

“ Assessing media coverage is not enough. ” – CLIENT

EMPIRICAL PUBLIC

RELATIONS

EMPIRICAL PUBLIC RELATIONS

DEMONSTRATING VALUE PAYS

Would you pay a premium for strategic counsel based on empirical evidence?

Would you provide additional incentive for measurable impacts?“ PR companies don’t propose it. ” – CLIENT

Clients say they’re ready to pay for empirically tested counsel and measurable impact…

THREE POINT ACTION AGENDA

1 Apply The Science of Public Relations

2

3 Embrace Technology

Develop HumanCapital

Ashwani SinglaMD and Chief Executive, Penn Schoen Berland, South Asia

Blog : www.reputare.in | www.psbresarch.in

www.facebook.com/ashwanisingla www.twitter.com/ashsingla

www.linkedin.com/in/ashwani

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