Throw the old out and embrace the in…that is the only way you would survive and take on the long haul.
By Komal Lath, Founder, Tute Consult.
Gordon Moore said this way back in 1965 “the number of transistors on a microchip double about every two years, though the cost of computers is halved”. And the adage holds true for the industry to date…
Now replace “transistors” with “deliverables”, “microchip” with “service contract” and “computers” with “public relations and communications”. So, the saying reads “the number of deliverables in a service contract double about every two years, though the cost of public relations (services) is halved”. Can this be any truer!
Public relations or PR – as popularly known – is an ever-evolving service industry with ever reducing business margins, talent crunch due to inadequate pay, and doubling client demand.
Kya Isse Bura Kuch ho sakta hai? Nahi, ab sirf achha hoga… and that’s what 2022 is going to be for Tute Consult and the communication business at large.
Re-look and re-package
It is not the old adage of public relations anymore but a synergistic effort of integrated communication services which means the teams are equipped, trained, and can with dexterity service and plan for clients across creative, communications, and commerce! Re-packaging from ‘PR’ to Integrated Communications has been a good shift in strategy and also in the works to what clients can expect from boutique companies like us
Data, logic, and Experience
While we are not out of the woods yet with the pandemic, the ability to navigate communication messages has taken a seismic shift from “traditional methods” to “more the merrier” to ensure accidental discovery or what we at Tute call serendipitous discovery. It is data backed with a lot of logic and nothing beats experience. Throw the old out and embrace them in…that is the only way you would survive and take on the long haul
Social and M-Commerce
You have to be living under a rock if you have not heard the word ‘influencer’ or content creator. A very important part of the media mix today, influencers and content creators offer far more targeted relay of brand messages with ROI, links, intent, and creativity. While so far content creators got their fair share of shine on social media, 2022 will see them find more relevance as the power rise of nano and micro-influencers along with creators across different streams. It would not be surprising to see niches such as biking, weddings, and even coffee bloggers/ creators on the rise. What makes it interesting is that language is no more an elitist trait with English being the preferred one. For instance, we executed a Colorbar 1000 influencer campaign across many pin codes but the languages spanned across India and the curation was on engagement and no language is spoken which cut the clutter.
Another interesting trend is social Commerce which entails penetration to the Tier 4 and 5 cities also using Trell/ Maujetc resulting in straight sales.
Rise of AI and Audio Visual
We foresee the use of AI in everything that reduces reliance on human error and focuses more on human relationships. This means AI across tracking tools, AI across sending communications to the amplifiers, AI also in writing so that original text can be created with minimal effort and the TAT is faster.
There are plentiful tools available but to be able to harness the best, simplistic yet easy to adopt software’s and AI tools will make and break the way communications as a stream may be moving towards.
Audiovisual is yet another powerful way. Say bye-bye to old press releases and embrace infographics, podcasts, and audiovisual means to be able to highlight key messaging narratives. What makes it easier to get a winning strategy than feed information, which is shareable, and bite-sized than vanilla writing.
Developing User Generated Content for clients
We have experimented successfully with filters, music, dance moves, and even LinkedIn content this year to ensure we polish and hone it for the next. Using real and community-based approaches to communications than just the press is the key narrative building. What better validation than using user-generated content and testimonials to build brands than just celebrities or stars? Everyone with a smart phone today is an influencer in their own rights and developing these smartly along with niche communities will help build powerful call to actions than merely news bylines or articles.