The new normal in a world where Covid-19 unfortunately is becoming a part of our life, it will bring about many changes in the way businesses will be conducted, and more importantly the way we live our life. The recent outbreak of the COVID –19 is also seeing a tectonic shift in most people’s lives.
We decided to speak to Women Entrepreneurs in the PR business. Their plans and strategies to their clients during this period of crisis as businesses and brands are limping back to the new normal. How they are going about planning their communication plans for a new world post the covid-19 lockdown, keeping a note of some of the new buzz words such as ‘social distancing’, ‘work from home’ and the latest one; ‘atmanirbhar’
Today we speak to, Radhika Nihalani Founder & CEO, Think Ink Communications, an entertainment PR specialist with close to two decades of expansive experience. Radhika’s repertoire of work includes leading communication strategies for brands and personalities in the entertainment space. Her undeterred entrepreneurial spirit has led to build Think Ink into one of the fastest growing entertainment PR agencies in the country.
A hands-on mom, an avid reader and a running enthusiast, Radhika juggles her time between work, her baby and pursuing her passions with élan and ease.
As a Women Entrepreneur in the business of PR how are you coping with the impact of Covid-19 and what are the strategies you are building for your clients?
As an entrepreneur, what is critical is to stay calm at the time of a crisis, focus on the solution more than the problem. Covid 19 has spared no one, it has impacted all business in some way or the other. Key to us right now is to be nimble-footed, accept the reality at hand, adapt to the world that is changing so rapidly around us and keep the eye on the future. As they say, this too shall pass.
What will be the objective of the communication/marketing strategy?
Our domain expertise is entertainment and our clients are pushing out content. Our strategy for them is to have an aggressive approach in reaching out to the consumer who is looking for entertainment confided within the walls of his or her home.
Additionally, we believe this is the time to build brand affinity, to connect to the audience at a deeper level because when this ends, and it will, they will stick to you rather than run away at the plethora of new options that might be thrown at them.
How did you keep the morale of the employees during this lockdown period? On a personal note, what is keeping you positive?
My single-minded focus since the start of the lockdown has been to keep the energy levels of the team up, to be able to create a virtual harmony like we had in our office space. It includes coming up with engagement activities like #ThinkInkFunFromHomeChallenge where our colleagues had to share any new fun thing they learnt while in lockdown. We also initiated a #ThinkInkWFHBuddyProgram where we get paired up in teams of two to virtually exchange/ learn skills form each other and more.
We do weekly calls not just work-related but also to generally catch up – a virtual digital room. These are small initiatives but I am convinced they go a long week in keeping teams together in these strange times.
What are some of the post-lockdown business strategies that you will use to bring your business back on track?
I do not view business as off-track or on-track. There is potential to create opportunities even now and the ones who have the vision for it are doing it.
The strategy has been and will continue to be aggressive when it comes to bringing new businesses in, adaptive to the new media world that will come upon us and service our current roster with the same passion and zeal as a team even if we sit across the length and breadth of the city.
What is the strategy for Think Ink to stay ahead of the curve?
The strategy for Think Ink since inception has been to stay true to ourselves and our clients – Ideate and Innovate! These will continue being our pillars as we march ahead into a new world.
What is that one special mantra you want to give to the millennials joining the PR Profession?
WORK HARD! No job is big or small. Give your hundred percent to whatever is assigned to you.
STAY CURIOUS! Ask questions – it’s the only way to learn. Mistakes are not the end of the world.
Post-Covid what would be your advice to your clients on ways to do effective communication?
It’s hard for one to imagine what the world will be post Covid. We are far from that for now. However, our advice would be to be sensitive to the new world – to consumers and to media. This has struck as lightning and we are all grappling with the situation, navigating through it and learning at every step along the way.
