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 Tarunjeet Rattan – Managing Partner, Nucleus PR, a seasoned communication professional. she has over 18+ years of experience in the field. Tarunjeet started her Public Relations career in Mumbai where she spearheaded several national level projects while with various agencies. After winning numerous accolades from clients and seniors for her work, she joined the Publicity Division of Star India Pvt Ltd and worked on five channels before moving on to start Nucleus PR. She is currently the Managing Partner at the firm. Along with working out clear communication goals she excels at strategizing and delivering relevant media counsel that form the core of an effective communication strategy. Often known as a creative strategist and growth enabler by her clients and peers, she thrives on new challenges that help her grow beyond the comfort zone and be more. She is also currently serving as a board member for PR Boutiques International (PRBI), an international network of boutique PR firms.
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 a smart Entrepreneur, we diversified our portfolio that earlier included only startups, lifestyle and hospitality to include wellness, media, healthcare, and education about half a decade ago. This business foresight held us in good stead now. While yes, the lifestyle, retail, and hospitality businesses took an immediate hit, the others helped us tide over the crisis. In fact, for the essential categories, we have been working on the double to ensure their key messages are communicated effectively while making sure they are in tune with the mood of the nation. We have gone over and beyond to support our clients and I am sure that good karma will come back to us. Though via this crisis, our resolve to work with environmentally compliant and green companies is stronger than ever. We are also encouraging all our existing clients to go green in whatever way they can and not contribute to the carbon footprints of the world.
What will be the objective of the communication and marketing strategy?
Our marketing strategy will entail showcasing our core values and look at working with clients/brands who will resonate with it. We are also actively studying the market and looking at adding different newer sectors who have earlier never explored PR but now see huge potential in it.
How did you keep the morale of the employees during this lockdown period? On a personal note, what is keeping you positive?
We do video calls every week to ensure we are in touch. This week we have opened up our Bangalore office for half a day for a couple of days. Trust me the relief at just seeing another person and being able to talk to each other in person is huge! During the lockdown, video calls, fun insta challenges and TikTok has been a huge saviour. It just keeps everyone’s mood upbeat.
As a company, we have also taken up the services of a counselling psychologist who had one on one sessions with our team helping them cope with anxiety.
Personally, my art project ( www.artickles.in ) has helped me keep my sanity and work out the stress.
What are some of the post-lockdown business strategies that you will use to bring your business back on track?
We are in a reputation building business, and I believe it has huge power to influence a large number of customers. Now more than ever it is important for us to work with clients who are aware and want to contribute towards the betterment of the world. Post lockdown, we will consciously work with clients who understand and want to work towards it. Customers on the other end are also becoming aware of this at a very real level. No more is this a lifestyle choice. It is a necessity. This translates into a certain kind of brands becoming more essential than the rest. And we are glad about it. When the entire ecosystem shifts towards more conscious marketing and PR, it will benefit all of us.
What is your strategy to stay ahead of the curve?
Being true to the why of our business in every sense will help us stay ahead of the curve.
What is that one special mantra you want to give to the millennials joining the PR Profession?
Be aware of the fast-changing media landscape and media consumption habits around you. What you may have learned in college will not hold by the time you get a job. Have a positive and learning attitude, be quick to adapt and keep an open mind. These attributes will help you go far in the profession.
Post-Covid what would be your advice to your clients on ways to do effective communication?
- Showcase your green credentials because the nation wants to know.
- If you choose to showcase it, then make sure you walk the talk every step of the way.
- Be mindful, compassionate and understanding in your communication.