Digital PR vs Digital Marketing: Let’s clear it up

In a market flooded with competitors, technology, and services, it’s pretty tricky to know what’s going to work for your brand to grow. Several traditional practices and methods like advertising, public relations, and marketing help brands promote and protect the image of the company, its products & services, and policies. 

Public relations is one of the oldest forms of strategic communication used by companies to promote and protect their image, products, and policies in the eyes of the public. Traditional PR uses various channels like newspapers, television, radio, magazines, etc to generate brand awareness, change public opinion, and deal with a crisis. PR has evolved significantly over the last few years, paving the way for creative writers and marketers to merge; establishing the newly found digital sphere known as digital PR.

Also Read: Digital PR Basics – 6 steps to get started for your business

Marketing directly promotes products and services persuading potential clients or customers to buy them, and the evolution of the Internet has given rise to digital marketing. As more and more consumers spend time on social media and other online platforms, digital marketing has become a necessity for all businesses. 

Interestingly, the jump from traditional PR and marketing to digital PR and digital marketing respectively has come with various hurdles. And, that’s not surprising given the amount of online footprint that is already present. 

digital PR trends


  • About 64% of marketers actively invest time in search engine optimization
  • The most in-demand digital PR services were content creation, outreaching/engaging with influencers, and social networking strategy.
  • Hubspot research has found that 74% of global marketers continue to invest in social media marketing



But what is it you need for your brand; digital marketing or digital PR?


Overlaps and Distinctions

The end goal of both digital practices is somewhat similar: build brand awareness, engage with relevant audiences, and demonstrate expertise & leadership. But it’s the way the goal is delivered that’s different. 

Strategies like search engine optimization, social media marketing, search engine marketing, influencer marketing, etc are all practiced by both digital PR and marketing professionals. What differentiates them are the following:

  1. Channels: One of the main differences between digital marketing and digital PR are the channels used to accomplish what they set out to do. Both are purely within the online sphere, but digital PR overshadows digital marketing as its marketing channels also include online media platforms like e-magazines, review sites, blog sites, online news wires, etc.
  2. Reach: Digital marketing is obviously mandatory to boost your brand to a larger audience but, imagine the traffic digital PR can fetch through valuable links coming from genuine and established platforms like news e-magazines and blog sites. 
  3. Trust and Credibility: Digital marketing through organic methods are tricky these days while advertising is not always trustworthy. Digital PR can build trust and credibility for your brand without breaking the bank. The major advantage Digital PR holds is that it helps you get traffic from credible sources and people tend to believe a known reviewer rather than an ad that says “Buy this red pajama”.
  4. Direct Communication: Both digital marketing and digital PR focus on targeted audiences but it’s pretty difficult to hold on to a relevant audience through organic digital marketing tools whereas stories/online coverage of your brands in digital publications, blogs, e-zines, and other content-based websites directly serve the audience you want to target. Digital media opportunities ensure your brand doesn’t ever lose the mind space of your target market
  5. ConversionWith a strong digital PR strategy, there is a higher chance that investors or potential business customers get to know about your brand, products, or services through digital media. B2B customers, especially, look out for services/products in digital media as the credibility factor is high on review sites and news channels.

PR vs marketing




Apart from these few differences where digital PR does tend to stand out, there are many overlapping areas such as search engine optimization, social media optimization, online advertisements, influencer marketing, etc. Both digital PR and digital marketing are interwoven and a good combination can bring very good ROI.

The industry has changed drastically and must evolve into a great mix of Digital PR and digital marketing.


Digital PR basics: Six steps to getting started

What is digital PR?

The acronym PR typically conjures up images of well-groomed professionals helping clients cultivate a great reputation, and get glowing, positive media exposure. While that is still true, the insertion of digital into the mix has brought about some inevitable and powerful changes in the evolution of public relations (PR). 

While traditional PR focused on offline media such as newspapers and other publications, digital PR is used to increase awareness, reputation, and understanding of a brand using online platforms. There are multiple ways this can be achieved – building high-quality links through online coverage on various platforms such as blog sites, social media, podcasts, mentions, honest (hopefully good) customer reviews, and so on. 

In turn, this boosts the brand’s website ranking, traffic, and conversions through SEO because the higher and more valuable (e.g. an unknown blog vs your backlinks are, the better you rank on search engines.


Traditional PR vs Digital PR

Digital PR vs PR

Traditional PR involves networking with journalists in order to get featured on media platforms like newspapers, magazines, radio, and television through unpaid or paid methods. The industry was built to serve big companies in the market who did not have direct access to the media, depending on PR professionals to obtain it. 

However, today, there are thousands of startups and almost as many online platforms that are easily accessible to individuals to publish and build their brand. Access to most media is within reach of everyone and publicists struggle with less newsworthy announcements and low PR budgets. 

Fortunately, digital PR finds other ways to win media coverage and online reach. Digital PR strategies predominantly focus on publishing articles and securing backlinks from relevant websites and blogs. It still involves nurturing relationships with journalists and other media professionals to get mentioned in the press, especially online publications.


Why Digital PR?

A well planned and executed digital PR strategy can provide enormous benefits to a brand, both directly and indirectly:

  • Grow your digital presence – Creating a digital footprint is challenging but critical for a brand today.
  • Reach the relevant audience: Identifying target personas and creating customized content is a key pillar of the strategy.
  • Increase website traffic: Through link building, keyword research, and SEO focused articles your brand features on search engines frequently, thereby, increasing traffic to your website.
  • Boost SEO: When your high-quality content is published on 3rd party platforms and other high authority sites that link back to your website, your SEO improves. And traffic to your site increases.
  • Become an expert in your niche: High-quality inbound links to your website from credible sources not only increases brand reach but also improves trust in your brand. This, in turn, makes you an expert, thought-leader, and expert solution provider in your niche.
  • Improve your brand image: With more and more positive content, reviews, and insights about your brand on the Internet, you see increased trust in your brand.

Digital PR: six steps to getting started 

digital PR process

  • Identify your audience – For digital PR to work, it is important to use your existing channels, such as customers, clients, social medial, email lists, etc. to identify your audience personas
  • Content strategy – Based on your business goals and audience personas, build custom content on the platform/s that best suit your business as well as target the relevant audience 
  • SEO – Research, identify, and analyse keywords to bring in web traffic. Digital PR unlike traditional PR allows you to analyse keywords and determine the type of content that is relevant to your specific audience. Build relationships with customers, influencers & bloggers to increase backlinks and traffic. 
  • Produce high-quality content that is not only limited to text but also includes other formats, like infographics, videos, animation, etc. Digital PR also means the opportunity to interact with your customers and potential clients, grow an audience through content, gather positive reviews, and work on the feedback you receive from customers.
  • Pitch to online media platforms: Request credible sources, bloggers, and influencers to talk about your brand on their website or profiles – ensure there is a genuine connection and relevance 
  • Measure and manage: Unlike traditional PR, digital PR can have key performance indicators (KPIs) that are clearly measurable. Here are a few digital PR metrics that can be used to measure ROI:
    • Traffic data from Google Analytics
    • Number of active backlinks
    • Social reach and engagement
    • Placements
    • Customized campaign data
    • Domain authority
    • Online reviews


Digital PR is, of course, easier said than done. While some of its tactics may differ from traditional PR, it continues to require brand understanding, awareness, and very good media relationships. 

An individual founder or CEO may find it a challenge to take on this responsibility, in addition to running a business. It may be worth hiring a professional with both traditional and digital PR expertise to get the best of both worlds. 

K2 Communications offers this winning combination. Get in touch with us for a no-obligation chat about how we can grow your brand with both traditional and digital PR.  


Covid 19 and need for factual news|K2 Communications

COVID-19-the virus that brought back the era of factual news

The audiences across the country and demographics have tuned out due to sheer exhaustion. Here’s how a journalist turned PR pro looks at the journey for media coverage and how Covid-19 has brought the need for factual news in India to the forefront.

This is my 3rd year as a media and public relations strategist, offering my expertise to several brands including healthcare brands. Neither in my present nor in my previous journalist Avatar, I was testimony to a world that’s been turned over on its axis. The abnormality has only generated a revived appetite – a ravenous urge to feed on facts.


When I started as a journalist in 1997, we barely had internet, and smartphones were a distant dream. News and fact-based reporting were deeply valued across the country, and Twitterati didn’t even exist. Our world expanded beyond the mandatory 280 characters, and we were able to fit in our thoughts and opinions in a more elaborate, expressive manner.


My Views on News

It gave me immense pride to work in the news business. I was chasing real stories that mattered. It was when I decided to shift my career from news to public relations, the lines of journalism and marketing began to blur. I couldn’t ignore the mushrooming media platforms popping up around me, each having a different way of communicating to its audience. The content suddenly became king, but also a pauper since it had to be stretched, pulled, hashed, and hashtagged to make its presence felt in the feeding frenzy.


To add to my confoundment, the digital age and the “clickbait” side of business suddenly started taking priority over authentic, factual information. Graphics and videos started replacing words and editorialized programming took precedence over hard news. In the era of extensive graphic consumption, people can now see what they want to see, customized, and packaged to align with their individual personal values and beliefs.


Fast forward to 2020, and Covid-19 suddenly revamped the media landscape.


People sat up and started looking for the most relevant, accurate, and current information to protect themselves and their families. Be it the fear factor or fatigue, audiences no longer want the noise, they have again begun to prefer science over sensationalism, facts over fiction.

From the healthcare segment perspective, never before has healthcare communications and PR been so important. The humane sides of stories of real people, from corona warriors, frontline workers to the average Indian, the stories have made a comeback.


Also see: Corporate Communications Guidebook for navigating Coronavirus Crisis

The recent episode of Ayurveda major, Patanjali is a case in point where we are truly experiencing not just an unprecedented awareness and hunger for truth, the government has also been extremely quick in responding and allaying any kind of fears related to misinformation. The brand had to backtrack not just its claims, but it will also need to rethink on building its reputation and authenticity for its future product launches and campaigns.


The revitalized need for creating a conducive news environment has been augmented by the deluge and speed of information about the virus. It was overwhelming and confusing to the extent that newsrooms have an added burden of getting it right the first time, to avoid classic foot-in-mouth situations later.


So, how do I see it all unfolding for healthcare public relations? In my opinion, it means that if healthcare organizations are looking to continue being a trusted resource, our responsibility is to help them get it right to disseminate information to the press. We should stick with medical expertise, authentic and corroborated data, and patient stories. The bottom line is to maintain the honesty and integrity of all the information going out of our desks while ensuring that we can meet the basic tenets of “old school” journalism. Healthcare pitches need to be humble, gentle with as little propaganda as possible, and should resonate with the public emotions.


As a journalist turned PR professional, the past three months have been our moment to rise to the occasion and to help the real healthcare heroes shine. Never before have I seen such a wonderful synergy between newsrooms and newsmakers. The theme – to provide correct information at all possible costs has been valued and respected across the stakeholders. The partnership between healthcare organizations, PR teams, and news and media channels has been heartening and satisfying.


This being said, I feel that we may have reached the peak of the coronavirus coverage curve. Unlocking has ensured that COVID-19 fatigue is blatantly visible in news coverage. The time has come for all of us to respond to the call of returning to normal life as we knew it in 2019. The demand for entertaining, lighter, feel-good stories is rising, giving a break from the data induced dark and gloomy news.


Limited Attention Spans and the New Normal

If I could take one silver lining from the past few months it would be the return of my first love – “journalism”. This phase has also shaken me and reminded several of my peers to stick to our mission as a healthcare PR content strategists. We cannot deviate from the larger picture and must give the “normal” a fair chance to return in the era of limited attention spans. Across the channel of communication, from the organizations to PR companies and news and media companies, we have all happily agreed to slow down, cut through the noise, seek the truth, and stick to stories that truly matter!


This hunger for authentic and factual news is a good sign as it enables PR professionals and journalists to stick to accuracy in the context of fake news that has gripped the vast social media including the WhatsApp messaging service. Though fake news is rampant, there are also quick rebuttals of erroneous data and information. This is absolutely essential in the context of a blurred distinction between real news and fake news. There are journalists who have taken the responsibility upon themselves as ‘fact-checkers’ and built agencies and organizations to curb fake news on the social media and web. In print, unlike social media, as there is limited space to carry news and information, there is a natural tendency to carry only news that matters and news that is truthful. While web and social media have taken over news disengagement, it would be prudent to still believe in the old values of Print Media, which is seen as the source of trust on public matters, while the fact-checking on social media goes on. This combination of trust of the old world and the fact-checking of the new world will go a long way in building a new service that is authentic.



LinkedIn Profile Optimization- Add value to your online branding

Linkedin is a valuable resource for business leaders looking for online Digital PR. Hence, LinkedIn Profile Optimization is a must need.

LinkedIn has emerged as one of the most vital social networking sites for professionals. Are you using your LinkedIn profile the right way? Is it optimized to attract potential clients/customers? Let your digital profile work for you while you work hard for your business. LinkedIn profile optimization is a need of the hour for every leader out there.

This is the era of social networking. The coronavirus pandemic has pushed us 5 years ahead of schedule and enforced digital compliance at multiple levels. As a CEO/ CMO, the prime responsibility of driving the business online is mandatory, especially social media. As a business owner or Marketer, you most likely understand the concept but you are not on the right track to make use of social media at the fullest. There are a lot of causes like lack of technical knowledge, prioritizing wrong social media platforms, inconsistency in content crafting and posting due to less or no time and many more. 


Why should you be on LinkedIn?

While Facebook is still a force, LinkedIn has emerged as a major B2B player in recent years. There are 50+ Million LinkedIn users in India and out of those 40% access it on a daily basis. But, on average, users spend only 17 minutes per month. It takes a few minutes to make an Impact. LinkedIn is considered to be the one-stop for industrial exposure, lead generation, and thought leadership. It is the most favorite social media platform in the B2B segment. It is also the place where business contacts and other related and non-related professionals go to see your work, your accomplishments, and your opinions on issues that matter. They should be impressed with what you have put on there, and thus it is very important that your profile is updated and optimized. 


Linkedin Members on Linkedin according to data provided by Linkedin
                                                                        Image Source: LinkedIn

LinkedIn is the best platform for managing and showcasing your own personality. As a CEO, one connects prospects to the company through their own profile. Thus, personal branding is as important as organizational branding.

With such a large population of professionals on the platform, it is the best place to control the reputation downfall due to the crisis. Thus, as a CEO, one can do reputation management and crisis management efficiently on LinkedIn. 


The need of the hour: LinkedIn Optimization

No one likes a tangled skein profile on a professional social network. It should be neat and clean. As an owner or a CEO, you are the face of your organization and you do not want to look messy in front of the online world. It creates a huge negative impact on the audience.

Having a neat profile attracts people when they see it. But how do they find you? You guessed it, LinkedIn Profile Optimization.

Search engine optimizing your LinkedIn profile with relevant and sufficient keywords is the best way to rank yourself in the vast ocean of teeming with your peers.

Apart from keywords, digital media is the best way to make your profile shine. Linkedin allows you to publish articles, graphic posts, videos, documents, etc. 


Connect and build

LinkedIn is all about connections. The more the connections, the more is the business reach, and LinkedIn is all about connecting with people from the industry. Making new connections every day, interacting in industry groups, regular posting of content and ideas, keeping track of your old connection will not just increase your visibility, it will also enhance your company’s brand value. 


Social Selling on LinkedIn

Social selling leaders create 45% more opportunities than peers with lower Social Selling Index. 

LinkedIn Sales Solutions

While we were all under lockdown, the world outside has changed. The businesses today face newer challenges that need the leaders to be dynamic and passionate individuals ready to think on their feet. A strong social media presence on platforms like LinkedIn can help you in not just attracting the right talent, it also helps in establishing your professional brand, creating an authentic online reputation, engaging with like-minded professionals, and building relationships, all of which are must-haves for the digital future.

About the Author:

Suraj Jadhav – He is a digital Associate at K2 Communications Pvt. Ltd. & helps formulate digital strategies as well as content creation for various digital platforms. He has significant exposure on SEO, Social Media, Email Marketing and Ads, since he has been freelancing with start-ups and solopreneurs, helping them grow their personal and professional brands. When not brainstorming, Suraj enjoys teaching engineering students and hiking.


Influencer Marketing data for post Covid era

Influencers- Helping keep brands relevant during COVID-19

According to a report, Overall engagements on influencer posts about the Coronavirus exceed 2.9 Billion. The ads are remarkably low in numbers because most people can’t take any action on them due to movement restrictions or supply chain issues. How do the brands stay relevant in such times? Influencers!

Influencer Marketing data for post Covid era

Influencers are here to stay, and brands are having an unequivocal stand about the influencer marketing during COVID-19. The advertisements are on hold, but few of the brands are pushing the content creators and influencers as the engagement levels on social media are high across the online platforms such as Youtube, Facebook, Instagram, and TikTok. 

Quarantine life has us all living it up on social media more than ever before. Now is the great time to leverage data from your influencer marketing campaigns and understand how the influencers could be talking about COVID-19 and their “new normal” while bringing some much-needed exposure for your brand.  Going the influencer route is the best practice in the good times and it has proven its worth even more in the current situation.

Changing the value proposition

Your customer base is fairly active even now- whether you are launching a new product or store or just holding on. Customers still want to be informed and entertained, and this is the perfect time to develop strong relationships. But their needs have shifted. Talking about your business on social media should not stop but the content needs to be adapted to the customers’ current needs. However, for the foreseeable future, brands should not “expect” anything in return but “give” everything of value they can in every way possible.

Influencing-The art of subtle branding

Influencers help to give a campaign momentum. Influencers are people who are more relatable to consumers. They try the product, test it, and give their opinions to their followers who want to have an unbiased view of a product or service. In these times, influencers can help give a campaign momentum by delivering its message to people.

Customers are cooped up in their homes with internet streaming a lot of content at them. There have been campaigns all over the world by online Influencers and customers are appreciating and accepting them like never before.  

But unlike the product-focused campaigns of the pre-COVID era; they are more personal and subtle in nature this time. Experiences brought upon by the products take precedence when it comes to associating with the campaign.  The rules for content have been rewritten and evolved to help brands navigate around the current situation. Brands have been trying to be responsible enough and not to exploit it.

Engagement at a different level

For example, Dettol recently launched a handwashing challenge on social media which was supported by a Bollywood actor and an Indian Cricketer. There is no sales expectation out of the activity. The focus was on creating an unforgettable brand usage during these hard times and taking customer awareness to the next level. 

A number of Banking, Financial Services, and Insurance companies (BFSI) are also reaching out to YouTube Influencers to tell consumers how their products are relevant during the lockdown; how people can invest in the stock market, and earn money from the confines of their homes.

Even the World Health Organization is using organic influencers to source donations to its Covid-19 Solidarity Response Fund. It is working with digital avatar Knox Frost, who posted details of how to give money to the WHO to his 1 million Instagram followers earlier this month.


Putting it all together

The hope of earlier days of going back to routine has finally given way to acceptance. People have started embracing the “new normal”. There is a lot of pausing and reflecting going on in terms of budgets and spending. But the digital world is thriving, and only brands adapting to the “new normal” could survive and will come up roaring post-COVID. It’s time to build relationships. It’s time to let your customer know what they mean to your brand and your business. It’s time for influencer marketing.

About the Author:

Suraj Jadhav – He is a digital Associate at K2 Communications Pvt. Ltd. & helps formulate digital strategies as well as content creation for various digital platforms. He has significant exposure on SEO, Social Media, Email Marketing and Ads, since he has been freelancing with start-ups and solopreneurs, helping them grow their personal and professional brands. When not brainstorming, Suraj enjoys teaching engineering students and hiking.

Companies with Solid Business Models can weather the volatility storm

Companies with Solid Business Models can weather the volatility storm

crisis management during COVID

Only time will tell the impact of the fiscal stimulus whose zeros are still difficult to count, and the repercussions yet to be deciphered

While the US $ is slipping consistently and the worst recession is about to hit the world economy, India is going the self-reliant way.

Coronavirus crisis has put the decision-makers on a fast track, and the latest fiscal stimulus is like a shot in the arm.

Almost 10% of the nation’s GDP, the industry players across the sectors have applauded the measures taken, but are they “too little, too late”, only time will tell.

The ease of doing business in China is being looked upon with skepticism, India is poised to cash in on the opportunity with an investor-friendly environment. COVID 19 severely impacted economies worldwide, and most companies are finding their balance sheets stretched as cash flows are drying up.

This has resulted in significant erosion in the stock prices of some of them. The risk-averse stance of banking sectors had made it even more difficult for companies to raise capital. There doesn’t belie the fact that investors worldwide are flush with liquidity, and are willing to bet on the companies provided they fit the right benchmarks. A strong crisis management plan and a new improved business model can bring in investors.

If companies can convince investors about their growth story, competitive advantage, the reason for raising capital as well as the need for it, investors would not mind looking at the picking up a stake in exchange for capital.

The rating downgrades of certain erstwhile market leaders have proved once again that markets have always rewarded companies that plan to raise growth capital provided their capital structure is balanced, they have low leverage and arrange liquidity fast.

Perform or perish!

As the markets are going into a stabilizing zone, there will definitely be a strong appetite for fresh capital as well as profitable investment avenues. While there will be a surge in capital raising activities in the country, we will definitely witness an influx of funds. Investors would now be ready to go beyond due diligence and the fund-raising models which have relied on numbers will definitely consider reading between the lines.

In a nutshell, only those companies will attract the most capital which has strong fundamentals, a great crisis management plan, a transparent and future-forward business model, and a brand narrative that can help them overcome the doom and gloom of the past 6 months. Now is our chance to divert the cautious optimism of investors in our favour.

Click here to understand how social media can help your company come out of the crisis.

About the author:

Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.

Social Distancing? Or Shaking Hands? Which way the PR industry look forward?

Consolidation in PR- What the industry needs today?

Social Distancing? Or Shaking Hands? Which way the PR industry look forward?

As a leader of a Public Relations company, you are certainly playing the role of a fire-fighter, dealing with pressing emergencies for your clients. As you spend most of your productive hours situating your team in the new remote working arrangements, interacting with clients, and still trying to shore up your situation, what could be the way forward, the new normal post lockdown?

In the past, many PR agency groups have increasingly consolidated and brought together synergistic offers. Sometimes they are led by the needs of clients, who prefer dealing with a single agency partner, the other times, like the situation we are in right now, it makes complete sense to join hands and collaborate on our strengths, which could be as diverse as vernacular superiority and location advantage or as strategic as local media relations.

Here’s how you can prepare yourself for an evolving and unpredictable future:

Accept reality :

It is tempting to use data points to convince that all is well with your world and things will be back to normal. Gear up to adapt by being focused on the crisis we are in. Gather information and prepare scenarios- a base case, a bad case, and a worse case. Stay as honest and fact-based as possible.

Scenario Planning: Ask What-if questions:

As you will start coming to terms with the macro environment- huddle with your core team and ask what-if questions- for your present as well as future clients. What if you require to improve scale, integrate compatible capabilities to maintain a healthy revenue baseline, and give the best PR support to your clients?

Scale-up and be open to look out for synergies:

Remote working has been like an eye-opener for many in the PR industry where traditions still demand face to face, in-person interactions. By collaborating with an agency that is in the same geographic location as your clients, you can ensure that you provide the client with a first-hand, value-added relationship without compromising safety and health concerns.

Finding the right fit with an agency which has same values as yours and has considerable experience and proven expertise in the verticals that you wish to focus on will be the right strategy for scaling up of your operations rather than setting up a one or two people office far away from your area of operations.

As the world is moving towards a new normal, embracing change, being agile and yet maintain the PR spirit at the core of your business is paramount and a win-win strategy for both clients as well as public relations.

About the author:

Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.

Public Relations Officers guidelines for corporate communications department during coronavirus crisis

Corporate Communications guidebook for companies to navigate coronavirus crisis

Public relations and corporate communications

Communication has always been at the root of all solutions. More so, during the Coronavirus crisis, Corporate Communications managers have an extremely vital role to play. As the organizations are looking up for strong and steady communications leadership- it is critical that your Corporate Communications Department helps address imminent concerns regarding safety and survival, work on stabilizing the business in the short term, and helping position it for future recovery.

The spread of novel coronavirus is not just a world-wide humanitarian and economic crisis, the events are unprecedented, with large-scale block quarantines, border closings, widespread lockdowns, and social distancing.

As everyone is looking at action points to “flatten the curve”, organizations have also braced themselves into concrete steps to protect employees, customers, suppliers, and bottom lines. With some companies losing up to 75% of their revenues in a single quarter and digital connectivity playing a fundamental role in continuity, even survival, of business operations.

As work from home becomes a global reality due to the coronavirus crisis, the need for frequent, transparent, and more engaging communications with internal and external customers has become paramount.

Public Relations Officers guidelines for corporate communications department during coronavirus crisis

Shifting roles

With conditions changing daily, if not hourly, the uncertainty about the future has made the role of the Corporate Communications Department (CCD) extremely vital for survival in the long term. The Public Relations Officer, or PRO for short, is the leader, after all, who most directly contributes to the intellectual capital of the company, the true strength of any organization.

Employees, investors, as well as all the contributors in the growth of the company in conducive times, must be kept closer now more than ever. Our experience in helping clients through both internal and external crises offers valuable actionable insights about the actions; PROs should take in the wake of the pandemic to put their companies on a sound footing and help reduce some of the fear and uncertainty.


Rewriting the communications code of conduct

Our in-house research team has reviewed a lot of case studies and the one thing that has come up on top is that the companies with strong communication fundamentals outperformed their competitors while coming out of previous crises –humanitarian, economic as well as socio-political.

While the present pandemic has been unprecedented and an entirely new rule book is being formed- with a new genre of communications being the new normal. Here are some points to ponder for communications during the Coronavirus Crisis –


Persistence and perseverance- How to address the imminent crisis

Companies have had to close their doors, albeit temporarily as the COVID-19 spread – leaving them under severe liquidity crunch and financial distress. As consumers are unable to make discretionary purchases, the communications team’s top responsibility is to straighten the messages going out. Now is not the time to hide behind the desks and cabins, but to roll up your sleeves and sit down with the marketing team and chalk out an action plan. Transparency in conveying the customers about your constraints in a tone that is emphatic yet sympathetic should be the core action plan.


Scenario planning

PROs can develop different scenarios based on the situations and potential paths of the spread, and roll out an internal as well as external communications plan.

A crisis is the most suitable time to bring out the leadership mettle. A leader who can be seen as standing with his team and managing the various challenges leading from the front would be perceived as strong, committed, and successful in all circumstances- even when the tides turn back in your favour! Bring out the small success stories and random acts of kindness as well as grit and determination of your team. From the office staff that is managing calls from home to finance team tapping into whatever available resources, your internal and external customers, as well as investors, would like to know how your team is facing the obstacles head-on.



All the teams of your company- finance, marketing, operations, and strategy, would need to rely on a range of scenario frameworks rather than individual KRAs. As different leaders present their point of view about two or maybe more scenario frameworks with multiple eventualities, it’s the role of the communications manager to come up with a uniform outlook that can include all concerns expressed as well as help articulate clear thresholds or trigger points or alternative action plans.


A well-networked professional PR company can bring the much needed unbiased approach to your communications strategy. Public relations firms that are experienced in crisis management have their ears to the ground as well as help cultivate excellent media relations to boost its reach and potential- reducing PROs’ concern of reaching the right platform at the right time to a considerable extent.

The goal should be to focus on the crisis’s actual and projected effects on the company, the actions being taken to protect the business interests and any changes to earlier earnings commitments.

Communication has always been the key to resolve any tricky situation, and the current situation is no different from the same. Connections with investors, suppliers, employees, as well as customers, are essential to demonstrate that the leadership is taking fast and resolute action based on their best understanding of the situation as well as their efforts.

A strategic communications plan worked out with the help of your public relations expert will help set a formal chain of command as well as priorities throughout the organization as well as act as a reinforcement of the leadership communiqué for all departments and business units to understand “why this matters now” and what is their specific role.

In order to be termed “Resilients” upon the return post this crisis, a strong communications strategy is the way forward.

Click here to understand more about how your company can weather out the pandemic and rise up a brand

About the author:

Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.

You deserve to be getting paid right- clients are you listening?

Get paid right for your services

As an agency you deserve to be getting paid right- clients are you listening?

With an increase in competition in the market, the value for marketing, communications, sales have gone high. For any company’s success, it is very important to build its image in the market in a positive manner. This can be done in many ways but the most vital way is through building good public relations. And for PR agencies the relationship with clients matters most. Even though there are very few knowing the value of PR, Public relations has always been the most impactful strategy which is followed by many well-established companies.

When it comes to Public relations is not only about building relations, but also it is about maintaining a reputation for the company. It is very easy to read, but getting the job done in the field of media where everything works on contacts, can be challenging at times.

It is said that with hard work and dedication over a time everybody gets paid right. But this theory goes upside down when it comes to Public relations agencies. After a lot of hard work, these agencies come back to square one, bargaining to and forth for a decent hike. Why is this so? The trend for such needs to be altered, and this can be done by opting in a new methodology for getting paid right for the services PR agencies offer to the client and those are:

  1. Social Proof your effort: Show off your clients, put them up on your website as many times as possible. Show off your other clients to the one talking about your value and the results you have given them.


  1. Increase your price regularly: Based on Psychology research, if the price is quoted more, the client gets into a belief that we might be good at our jobs. Which we really are!!


  1. Put them into the right shoes: Get your clients in the right way, convince them in ways where your strengths are shown. Point out those where changes can be made and better brand image can be established for the client in the market.


  1. Beforehand payment: Request for upfront payment. Establish your terms in a way that a raise is a norm after a certain time period.


  1. If good needs to be rewarded, bad should be taken care too: Reward your clients if they pay before the given time period, i.e. earlier than the given date. Also, you should put a surcharge on delayed payments. Do not let them forget that PR agencies need to pay others too.


  1. Ask what they want: Communicate with your clients. It is important to know what’s their requirement and to know their expectation. Sometimes, clients require exactly what we don’t offer. To keep them as our life-long customers, we should work towards things that we are new too. Remember Hard Work Pays all.

About the author:

Sanjana Rao – She is a graduate in Journalism & Mass Communication. She has worked with Humane Society International/India as Public & Media Relations Coordinator and has already proved herself to be an integral part of K2 Communications Pvt. Ltd.

Golden Chariot- A Golden Opportunity to test our PR mettle

Golden Chariot- A Golden Opportunity to test our PR mettle


“A good PR story is infinitely more effective than a front-page ad”

Richard Branson

The news that Indian Railways is going to resume The Golden Chariot – an alternative for Southern India to the Palace on Wheels for Golden Triangle up in the north, brought back a litany of memories of an uphill task that our team executed to perfection.

Déjà vu

Almost a decade ago, K2 Communications Pvt Ltd was proud to be associated with KSTDC to help position Karnataka Government’s gem-in-crown project -‘The Golden Chariot’- in a higher brand-bracket. Through a well-chalked out process for Press and Media Relations, our PR team was able to bring out the best-known features of the brand, and garner a lot of positive press publicity with media junkets that ensured experience traveling.

Press and Media Activity results by K2 Communications for The Golden Chariot train by Indian Railways

The game plan that our team came up with had three major milestones

  1. Reinforcing brand ‘The Golden Chariot’, underlining luxury, comfort-and high-end fine dining traditions onboard a running tourist train
  2. Positioning ‘The Golden Chariot’ as the ultimate luxurious travel on wheels with real value for money proposition in terms of travel, but without losing its ‘high-end’ charm.
  3. The popularization of the brand to reach out to domestic as well as international tourists

The proof of the pudding:

With our concerted efforts to organize a press contingent(media junket) to travel on-board and report a firsthand experience to the public, as well as ensuring that the postponement of the launch didn’t dampen the enthusiasm and media frenzy that was created, our team managed to pull off this feat and helped establish the brand organically. The service received a lot of rave reviews in India as well as internationally.

Its relaunch is indeed welcome news for travelers, heritage enthusiasts, as well as Indian Railways, as it is also a much-needed measure to promote the culturally rich heritage of the Southern peninsula with a route covering myriad destinations like Bandipur National Park, Mysore, Halebidu, Chikmagalur, Hampi, Badami-Pattadakal-Aihole and Goa in a week-long sojourn.

About the author:

Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.

What’s a Journo doing in a PR agency?

What’s a Journo doing in a PR agency?

My experience as a journalist in a PR agency has been interesting. While I have learned many things about PR, there are a few things that the PR person can imbibe from a journalist. The central and most important concern for a journalist is the critical, questioning role that he or she plays, something broadly missing in a PR set up.

A journalist questions many “given and established truths”, while a PR person has to present a positive picture of an issue at hand. There is a fundamental difference between the journalist and PR person when it comes to a story – a journalist asks scores of questions of an issue and might not easily accept a standard position, while a PR person presents “neutral” or “positive” facts. The PR person describes the “critical questioning” as a “negative mindset” and the resultant story as a “negative story”, while the PR person would produce positive aspects of a given story or truth and handover a “positive story”.

This I will describe as the pivotal difference between journalism and PR – “critical-negative” versus “uncritical-positive”. This difference produces two very different versions of the same story – while the journalist will be described as a professional who cannot see the good side of things in society, the PR person will be described as a one-sided professional who cannot see the critical side of things.

In both cases though, the overall picture of a story may be missing. A broad concoction and mix of the two is perhaps the truthful and complete version of the story. Both journalists and PR persons will have to be humble to accept both vantage points for a good story to be out in public. I remember an academic who described negative views as news and positive views as Corporate Public relations. Bridging the one-sidedness on both sides is a challenge to both a journalist and a PR person. A journalist can play an advisory role in a PR agency and guide the PR craft to draft stories that will in some way balance the two perspectives – the critical and the positive.

An issue that would cause some unease in the relationship between journalists and PR persons is ghost-writing. Here again, a journo can play a crucial role. Typically, I find that authored articles or quotes for an industry story or even press releases written in advance of an event on behalf of clients is again in a positive mode.

What comes from a CEO’s desk cannot have critical elements. The authored article is written by the PR person on behalf of the client and only facts that reflect the client’s interest. A journalist on the other hand, if he or she is especially a columnist, can reflect both the critical and positive aspects to a column or an article. An authored article cannot do this. A Journo would once again ask many questions of the article or the quote composed, and bring a holistic touch to it.

The PR person is shackled by the client, while a journalist is not. This is not the personal mistake of a PR person, the nature of the PR industry itself is such. The media is free to question, while the PR set-up is an unfree microcosm of the client. There would naturally be a conflict of interest if the PR agency were to project anything else other than what a client wants.

You may ask what a journo then is doing in a PR place?

I would answer the same by saying that a journo can bring a more complete view of the work of a PR person. This is possible. In my experience, I have been able to question clients whenever we have had meetings and interviews with them prior to the preparation of an authored article or press release. I have asked questions of the client exactly like I would when I was a journo. I have asked questions that may also be uncomfortable for the client. The client would then tumble out with facts that would otherwise not have come out, thus lending a more comprehensive touch to the interview. All-roundedness is something that a journo can bring to the PR’s table. The resultant product would then be closer to a 360-degree view.

In the course of these interviews, I have met clients who can pound you with their attitude and those who are soft and polite. I happened to meet a real estate client from Mumbai, who interacted with us in a manner as though we didn’t even know a bit of what they were talking. They taunted us and pressured us with their “Mumbai attitude”, with not a care for decency and even made faces with some peculiar and crude eye expressions, dismissing us entirely.

When I and my colleagues started asking fundamental questions of their work and projects, they tended to either be defensive or even more aggressive. What I gathered from this experience was that if you are well informed and have knowledge about the subject, you can turn things around and even put them off. Towards the middle of the interview, I realised that nothing of their project had commenced in Bangalore nor did they have adequate basic facts about their own project. I came away with a lesson – if you are fairly knowledgeable and have a journalist sense in you, you can take on anybody. Coming from a journo background, you tend not to be defensive, you tend to be on the offensive. The clients had to withdraw from their offensive once it became clear that they did not have much to reveal while having loads of attitude to share.

Going gaga over the client and praising them sky-high would not be fair. A journalist would ground this kind of reporting by frontalising facts rather than praise. Whenever I have come across undue positive reports, I have made it a point to factualise the report more and remove the unnecessary adulation. This comes from the journalistic instinct that one carries into PR. This kind of difference or tussle is welcome at K2, which has given me the freedom to exercise my opinion freely and fairly. When you filter a report full of adjectives with facts, a journalist tends to project a more objective view of the issue or story at hand. This would be fair to the reader or viewer. When clients have been told of the need to be fair, there have been instances when they too have been nice to us and have acceded to such a stand.

I joined PR to see the other side of journalism – to understand the backend of journalism. I had apprehensions about whether I could survive as a journalist, but allaying all the fears, K2 has given me space to openly question many issues and offer a contrarian view to things. A journalist’s journey in PR is not wasted. You learn the art of balancing the critical (negative) and the uncritical (positive) and come away in the end with your convictions intact.

The author’s views expressed here are personal and do not reflect the views of the associated organisation.

About the author:

Prashanth – He brings on-board his enriched journalistic perspective to K2 communications. Armed with a Degree in Sociology and a Masters in Philosophy Research from the University of Hyderabad, where his thesis was on Human Rights, his vast experience in the field of writing, reporting and editing in print media is highly valued and appreciated by our clients.

Get Real- You don’t need that stole/jacket/pullover here!

Get Real- You don’t need that stole/jacket/pullover here!

Are you on your pullovers when you enter your office? Are you in it throughout your day when your office A/c that supposedly conditions the temperature is playing a role?

You have come to the right place! Yes, we finally thought of you and decided to be vocal about the warm fashionwear in a city like Bangalore! Don’t worry we are all dead confused and on the same page when it comes to deciding our daily office wears and then we are feeling- why all that effort when we have to be inside our pullovers, jackets, stoles- throughout the day!

Early mornings are turning Bangaloreans into Eskimos as they rush out to their work stations. Is it really worth it? Or they are just boastful about the pleasant weather that the city offers to them? May be with Bangalore winters just laying over a pleasant atmosphere over the city is constantly making its residents crave for the chilled to the bone kind of winters which the northern cities of the country are still experiencing.

And when these Eskimos reach their office premises they are under the freezing A.C with their extra layers on. Maybe they are just trying to vicariously enjoy how a hill station feels a far-out land which they can just dream of sitting in their office chairs a tough scheduled day! Or is it the cloudy, summery, and confusing weather and equally confusing economy that they can’t help but gloom to? Let’s not! It’s time we come up with some colors as we greet the day and be on our best versions!

While having this feeling cold-mode on to beat the office cold that is quite artificially generated and entirely man-made, we often forget that it is making us go soft on our crisp dressing and on the point fashion sense.

Smart dressing is one of the key aspects of the PR industry. A PR professional being out there as an opinion leader is marked by his or her smart dressing sense. We can never overlook that! Moreover, going to work in an outfit that makes us look good also gives us that confidence in our body language and gives us a cutting edge to face our hectic days.

‘I have an open-door policy, but only until the air conditioner is repaired.’

It’s a good idea to be unfazed and avoid overdressing for the sake of weather. Let’s be free and conquer the world where you are more confident being yourself in your best outfit.

It’s just super confusing to us humans when we first install A/Cs in offices and homes, and then invest in warm clothing in a pleasantly weathered city like Bangalore during winters. It is not just confusing, but absurd as well as we are not only wasting electricity, we are not using the already existing beautiful weather and creating an artificial, uncomfortable eco-system to live in. Aren’t the escalated global warming issues enough for us? Cutting on A/Cs would surely make it better for mother Earth if not for the office Eskimos.

Though it’s true that air-conditioned offices are a retreat to steam off the incessant deadline pressure, and they also help cool down heated discussions by reducing the blahs and replacing them with brrrs, this AC culture is not healthy, for the climatic condition or our personality.

Reducing the usage of A/cs makes a big difference in the emission of the greenhouse gases resulting in the planet-warming to as trivial as not cloaking our crisp professional outfits. Hence, keeping us more sharp and confident in our professional outcomes and making others feel less sick about our presence and be healthier and happier!

About the author:

Koyel Saha – She is an MA in Media & Communication Studies from Christ University, Bangalore, has worked in corporate communications, social media, and marketing. She has been an integral part of content generation teams in her previous roles. At K2 Communications, she is currently working as Account Manager, and her flavourful writing skills and sharp as tack insights have successfully made a mark.

The first rule of Entrepreneurship- Cultivate meaningful friendships!

Public relations firm K2 communications provides supports to companies, businesses and CEOs for image management and crisis handling. Our wet-blanketing strategies are drawn from years of experience in the field of PR
Looking for support before its too late?

So much has been said and written about the legacy Mr. V G Siddhartha, Founder, and CMD, Cafe Coffee Day has left behind. His entrepreneurial skills are eulogized. The odd interviews of this extremely shy and reticent man are being shared by news channel lucky enough to get him to speak then.

The man might have thought that this is the end, but his story has just begun.

Things are entirely different and much easier to manage when you are just a nobody with eyes full of dreams. There are more than 250000 coffee growers in India. No one thought of packaging it as a beverage and serve it in style before a maverick Siddhartha asked his father to play the gamble on him. Little did he know that he would be making cafes a cult, and drinking coffee an ultimate style statement! Young or old, everyone felt that a lot could happen over coffee. And for a young Siddhartha, a lot did happen.

When you follow your dreams so passionately, you are bound to climb the ladder of success. But while you are racing ahead and reaching to the top, it does get lonelier and lonelier. There is no sane voice except yours to guide you. No wonder that VGS found himself surrounded with people who were ready to invest in his dreams, but no one to share his nightmares.

It does get lonely at the top. But is this the way a genuine, hard-working man deals with the allegations, blames and censure coming his way?

Thousands of coffee growers, who pledged to sell their crop only to VGS, are now stunned. They pledged allegiance because they had faith in the man, his stature, and his integrity. In the last 16 years of my career as a PR professional, I have never come across a CEO who would defend his honor with his life.

It also makes me think of the futility of it all. We all have heard- “Winners never quit, quitters never win.” Isn’t jumping off a bridge, leaving a confounded 5000+  employees, a bereaved family and old parents too numb to react, quitting?

What could make a man, who remained undeterred with so many lives’ challenges, the threat from global competitors, literally jump off the cliff? Wasn’t there a better way?

As the head of a 23-year-old company, having more than 5000 employees and a revenue of Rs 4,331 crores (US$630 million) in 17-18, you have a public image to live by. People looked up to VGS as a beacon of hope, possibilities, and immense desire to succeed. Scores of entrepreneurial dreams were seen, drafted, and executed in the coffee shops he set up. A lot did happen over coffee for several generations, which found common ground to come together and share a cup of Joe.

It’s hard not to see the stark irony – There was another Siddhartha who relinquished his thrown, his riches, and his newborn- in search of greater knowledge. His restlessness to achieve oneness with the Supreme being fuelled his quest for wisdom, earning him the title of Buddha the enlightened one. He did come back to impart whatever he learned- selflessly giving back to the very same society that waited patiently for him, looked up to him.

 And then there is the Siddhartha of today, who took the extreme step, never to return — leaving a huge question mark over his legacy.

Could he hear the same voice in his head that had always guided him till now?

Was it so lonely at the top that he didn’t have a single friend who had no interest in his business and his success? Someone who wasn’t looking for a partnership, but just a genuine, innocent friendship- someone he could open up his heart to?

 Before we say that the system failed him, we must remember that we, as a society, failed him. In the whole world, there wasn’t a single person who could understand what the man was going through, someone he could trust to reach out to, who could tell him not to take the extreme step and that there is always a way out.

With my extensive experience and long term relationships with pivotal clients, I can vouch for the fact that you will not have a greater friendship than a fearless PR manager by your side. In more ways than one, PR people tell you what you NEED to hear, rather than just beating your drum to create enough noise. Because we are the ones, who need to deal with crises for you, help in image enhancement, and creation of long-term relationships.

Even before I realized PR was my calling, I had always been big on cultivating lifetime friendships. I am still in touch with my childhood friends, my high school and college batchmates,ex-colleagues, employees and have always been there long before we all moved to social media.

I have realized that the work I do in PR is a lot like what it takes to cultivate good friendships. To me, relationships come first, and profit comes later. And there are quite a few PR principles that rely entirely on developing deep and lasting relationships.

A famous phrase goes- “Familiarity breeds contempt”. VGS was a friend to many, but no one was a friend to him, in the end, it seems. Going away in disgrace, leaving unanswered questions and not fighting back wasn’t something he would have wanted for himself if he had that one sane voice of a single friend, telling him to stop, breathe, and listen- There is always a better way!

VGS didn’t just rewrite entrepreneurship code in the country. He left a stark reminder for all the entrepreneurs- when you reach the top, make sure you have someone who has your back. Invest as much in your life and friends as you would in your business.

Entrepreneurship needs Friendships that rise above vested interests.

About the author:

Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.

Hitting a Six- How brands can knock PR issues out of the park with sports

In India, cricket is a religion, and cricketers are Gods for most of its followers. This review examines how IPL set up a trend that is now creating sports stars out of cricketers, and the rise of Indian sports leagues.

According to BARC PreView Data, the IPL’s reach in Hindi-Speaking Markets (HSM) grew by 30% to 79 million on the opening day of the 11th season, as compared to 60 million a year ago.

Even before the dates and schedules for the 11th edition were announced, 20 brands had joined the IPL bandwagon. Every match in IPL today is worth same, even more than the English Premier League (EPL), which is around for more than 2 decades, according to The Telegraph, UK.

As brands prepare for a battle on and off the field, the biggest gainer is Star India, which acquired the IPL’s media rights in 2018 with a consolidated bid of Rs 16,347.5 Cr,  for 5 years and gave every Indian from 8 -80 years  age an unbelievable sportainment (sports+entertainment) atmosphere, whether they are in the stadium or their drawing rooms.

To quote BCCI CEO, Rahul Johri-

“The belief in the tournament signifies, that this union of cricket and entertainment are known as the VIVO IPL has not only provided opportunities to cricketers and fan as in entertainment but also brands with an ideal platform to market themselves and reach out to maximum customers’…”

 Source: Exchange4media

Super Sixes-Going Vernacular!

Leveraging on human insights with a universal appeal across age, sex and gender seem to be the motto of Star India this IPL season. It reached out to 700 Million + viewers across screens in 2018, when its multi-language strategy in paid off with a boost of around 22% in the regional viewership last year.

IPL was broadcasted in 6 languages across 10 network channels that included Hindi, English, Tamil, Telugu, and Bangla. This year, the network is telecasting matches on as many as 24 channels including  Star Sports channels across languages along with Kannada, Malayalam and Marathi channels.

Going all out across multiple platforms and multi-language feeds have helped in adding recognition to IPL as a pan-India brand, and it also helps regional network attract better advertising revenue targeting the right audience, resulting in better ROI.

How brands can leverage sports in their PR strategy

With a smart mix of the brand promise and relevant and relatable content, the brands are coming forward with creative thinking and coming up with content that can stand out, and reach a broader audience base. IPL is a cricket festival that attracts viewers’ attention for nearly 60 days, a huge window of opportunity for any PR campaign.

Over the years, IPL viewership has steadily grown in both stadium and TV mediums, and most noteworthy aspect is a growing interest from women and children alike. The short format of the game creates loyal audiences, and the perfect match timings, combined with unique packaging of experiences like live music, cheerleaders, food & beverages, hospitality, and merchandise. IPL provides cricket with entertainment and serves as a perfect proposition to build any brand or enhance brand recall across the country.

An organization must evaluate whether the association with any sport resonates with their image and helps to strengthen the brand connect, as no single platform can provide complete desired visibility or ROI for a PR activity.

Looking beyond cricket

Since investments in IPL are high though they work exceptionally well when it comes to changing perceptions, companies can look beyond cricket towards other sports to give stature to their brand. While cricket continues to rein the minds of Indians, there are other sports too that have started getting attention like Kabbadi, Football, Tennis, Hockey, Badminton and marathons/cross country runs. Though it is unrealistic to compare the reach of these sports with that of IPL, but with changing the attitude and consumer preferences, the companies can look at exploring these options as well. The Pro Kabbadi League is one such example, and events like marathon and runs for social causes have become big PR platforms, giving brand continued exposure over time.

Source: The Rise of Indian Sports Leagues- BARC India-

Leveraging sports for PR

According to The Economic Times, The first 2 weeks of the IPL tournament had 345 million viewers tuning in from across the country while television viewership delivered 29.8 million average impressions for the first two weeks, registering a growth of 21%.

Tournaments across various sports are valuable team-building exercises for players as well as the public. Moreover, multi-day events significantly boost regional economies. Consider the example of food delivery apps which saw a significant jump in the traffic during match timings.

“We saw a 30% rise in traffic and about 60% of our daily food orders were being placed after 6:30 PM which coincides with the match timings. We also saw a 15% increase in the average basket size during the IPL 2014,” said Rohit Chadha, Co-founder of the popular food delivery app, Foodpanda. Whereas online restaurant guide Zomato saw a 40% rise in its online traffic on the IPL match days in 2014.

Thanks to sporting events like IPL, most sports today have garnered a loyal fan following, and the athletes and sportspersons today have earned themselves the tag of worthy investment for marketers and advertisers. The growing mass appeal of these players and consistent regional support provides small, local brands build brand saliency and sustained growth in positive PR value over the years.

IPL has shown how personalization of experiences at a micro-scale, sophisticated geo-targeting, tailored content, and real-time user engagement provides valuable behavioral insights and astounding inputs for future PR strategies, along with strengthening a brand’s position in the market.

About the author:

Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.

Dare To Win- How We did it in PR

Entrepreneurship is a voyage of self-discovery, which requires the optimum blend of hard work, financial acumen, the right resources at the right time, timing and luck. And most importantly—pluck. I am reminded of Walt Disney’s quote here:

Entrepreneurship is a story of passion, joy, angst, learning and unlearning. It’s definitely not an easy journey and no one can teach you how to traverse this journey. While books and management programs can give you broad guidelines on how to run a business, they cannot prepare you for the road ahead.

All our dreams can come true if we have the courage to pursue them.

Courage was my ticket to hop onto the entrepreneurship bandwagon 16 years ago. As the chief driver of K2, I have had the proud privilege of steering the company through many ups and downs and twists and turns with fortitude, thus embracing success along the way.

We believe every courageous step counts and K2’s journey is ample testimony to that.

The name stands tall

Let me start from the very beginning. The name ‘K2 Communications’ was coined after several deliberations, for we wanted a bold name that would stand the test of time.

Our gutsy vision of being second to none was inspired by the second highest peak in the world K2. ‘K2’ stands for ‘Knowledge Kingdom’, for I believe PR is all about knowledge. Over the years, the K2 team has developed a wisdom-based approach coupled with an uncompromising attitude towards ethical practices, which has earned the company a good reputation in the business.

Courage runs in our team

K2 has always believed in injecting fresh blood into the system, as new people bring in fresh

perspectives and the ability to shake established patterns. Whether it is working with clients or the media, our team has always risen to the challenge with audacity and confidence.

In the last 16 years, K2 has built an army of talented people who can adapt to any environment. This has helped us bag marquee clients like Wipro and Reliance Communications and subsequently live up to their expectation in every way.

Adapting to changes

The PR landscape is vastly different from what it was when we started our journey. The money market in 2003 was tight, and PR did not woo investors’ attention. But we did not let this deter our resolve to win as we managed to not only attract attention but also carve a defining niche for ourselves.

PR is all about packaging & managing information flow. A PR professional should know to converse well and mingle within the industry and become popular amongst the media. A well informed PR executive is most preferred by the client and media alike.

With the changing landscape in PR and social media taking a centre stage , a skill set in Digital Marketing and creative content is gaining momentum and today’s need of hour for all PR entrepreneurs.

The new millennium saw us ride through the dotcom bubble burst and recession subsequently with smart strategies and determination and emerged triumphant. 

Today, we are witnessing challenges of a different kind. The technology revolution is disrupting the industry in mind-blowing proportions and we are gearing ourselves to face a world where AI, IoT and blockchain will soon become the norm.

Prepping for the road ahead

As K2 stands at the cusp of an exciting growth trajectory, there is only one way forward: arise and adapt! We are eager to innovate and improvise to stay relevant and remain on top of the game. We are ever ready to learn—from experience and from the best in the business.  We will be the change the world wants to see. With digital media taking center-stage,we are investing in upskilling ourselves in social media marketing and generating creative content.

Needless to say that, in all this, we will dare to go that one step forward and create significant impact. But let me assure you that, even as we embrace new tech and skills,there will be no compromise on core hygiene factors such as commitment toquality and ethics and nurturing long-term relationships.

Birthdays are also a reminder to express our sincere gratitude to all our stakeholders- media, clients, partners, and peers, for their contribution in building this institution. It would be ungracious of me if I didn’t thank the K2 alumni, former colleagues, who have contributed in building our brand and are still hoisting our flag high while on their journey to different milestones. As we keep building fond memories, here at K2, every stone that paved the way to success matters. Thank you all for growing in this journey together!

About the author:

Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.

Consumer PR- No, it’s not Marketing!

How Consumer PR is different from marketing. By K2 Communications.
Public Relations is the missing piece of the puzzle to marketing efforts in reaching out to consumers.

Public relations revolve around the use of news and content to put forth a message about a product, a business, an organization or an endeavour using an effective medium to reach out to consumers. Over the years, PR has taken a lot of faces depending on the effectiveness of the communication channels. Public relations are all about storytelling and shaping a company’s image. But with technological advancements interfering and reshaping every aspect of communications and interaction, it is only fair to ask whether PR is really storytelling, non-advertising, image-shaping tool that we have known it to be?

For consumers, as well as for companies, the influence of effective public relations has been able to withstand the test of time. As companies aim for more ambitious depths in reaching out to the customers, more and more focus is shifting towards building and gaining an audience.

Public relations provide a fascinating and opportunistic landscape for building a brand. 

A consumer relations program is not a marketing initiative. Consumer relations program aims at developing positive relationships with consumers rather than selling a certain number of products. The loyalty won may help in higher sales; consumer relations is more of a public relations job than that of marketing.

The line between Marketing and Public Relations often gets blurred. Public relations and marketing do share some basic concepts like research methodology, finding the right target audiences, communication, and action plans as well as evaluation of various outcomes. Despite these similarities, the two have a fundamental difference, and that is while marketing is all about the product and is highly field-specific, PR is much broader.

PR takes into account aspects overlooked by marketing, like internal relations, surrounding environment and non-consumers in it, and overall consumer behaviour. Public relations require a deep understanding of the role each of these aspects plays within an organization. Public relations and marketing need to realign themselves and attempt to create a whole new field – “relationship marketing.” 

Relationship Marketing:

Relationship marketing is all about understanding that consumers make buying decisions based on their habit. The underlying principle is that customers want to be served, not sold. Usually, while making a purchase decision, consumers look for the following things:

  • Quality
  • Handling customer complaints
  • Crisis management
  • Safety of the product
  • Trading and business practices

Relationship marketing must work in the direction of delighting customers, so they become regular, repeat and loyal consumers. If you promise a consumer some benefits, they must meet consumer’s expectations and also maintain the customer base and handle service requests.

In today’s competitive environment, a company’s success depends on understanding your customers and exceeding their demands for service. With the internet, the world is shrinking, and it is becoming increasingly difficult to differentiate products. Profitability of a business depends on its ability to find, expand and retain valuable customers.

Everyone knows that it is far more cost-effective to build loyalty than to keep replacing existing customers. Valuing customers and making consumer relations a vital part of an organization’s PR strategy is extremely important as it helps tackle consumer issues effectively and create positive company perceptions.

Public relations involve communicating with the public, and your business will be subjected to a range of ethical and legal considerations. Every message released influences consumers’ opinions about you. Therefore, the public statements should be consistent with your brand and key messages.

If your PR efforts are focussed on crisis communications, you will be required to managing your reputation because of the situation or the issue. Effective consumer relations will help you tide over even the trickiest of the situations with ease.

How to launch an effective consumer PR campaign?

Staying true to your ethics and yet reasonably satisfy all consumers sounds like a tightrope walk. Maintaining one’s credibility while reducing the risks for potential damages to your reputation is very critical. Here are some tips:

  • Staying honest and consistent with your messages. Consumers today can easily make out double standards, distorted facts, and hypocritical statements.
  • Steer clear from paid media coverage. Effective consumer PR thrives on independent, third-party reports, stories and information. If you have to pay for good press, which means something is wrong at the very fundamental level with your product or service.
  • Maintain graceful composure with your competitors. Keeping your criticisms and disagreements with your competitors out of the spotlight is a great PR tactic.
  • Create platforms to interact with consumers. Consumers today want companies to be more proactive and keep up with their demands, or be left behind. As customers are turning to social media to communicate, it is imperative the companies reach out to them there.
  • Prepare a detailed digital PR plan- Today’s consumer engages with companies to give feedback, ask questions and discuss features, affecting their buying decisions. You can use this information that you gain during interactions and build relationships rather than just talking online. Growing relationships and attracting customers should be a part of the digital strategy of any PR effort.
  • Get influencers on board. Reliable third parties, backing the brand is a valuable function of consumer PR. It could be through a paid or unpaid agreement. Getting a brand an honourable mention or good reviews is the hallmark of effective digital PR.

Consumer PR is all about translating what the company wants to say and relay it in a manner that it becomes what consumers want to hear. Consumer PR is a company’s most valuable asset in today’s market. It helps a company position itself for success and weather the storms in the future.

Background photo created by mindandi –<a href=”http://Designed by mindandi / Freepik“>http://<a href=””>Designed by mindandi / Freepik</a>

About the author:

Prashanth – He brings on-board his enriched journalistic perspective to K2 communications. Armed with a Degree in Sociology and a Masters in Philosophy Research from the University of Hyderabad, where his thesis was on Human Rights, his vast experience in the field of writing, reporting and editing in print media is highly valued and appreciated by our clients.

The balancing act- PR- the place where women are on par with men

As women try to find more balance in every sphere of their lives, how is PR industry faring?

The Public Relations (PR) industry has been one of the key sectors which have continuously pushed the envelope for greater inclusivity of women. According to a study conducted by Bureau of
labour statics, the PR industry in the US comprises of almost 61.3% of women “specialists” which is a far cry from the business and financial sectors, where women make up 43.6 percent of the workforce.

Every year, International Women’s day hopes to honor the women for their contribution to society and the world. None has made such an impact as the theme for this year- striving to achieve #BalanceforBetter.

We all have seen how a colleague was denied a good pay hike because she was soon to go on maternity leave, or two employees joining at the same level had varied pay structure because one of them was a female. As we applaud the little victories of these heroes, we also need to put an end to the bias that exists against women only based on their gender.

Do you think a female tennis player works any lesser on her game than a male player? Why then, should there be a difference in the prize money? Or closer home, take the example of Indian Women’s cricket team. They are playing shoulder to shoulder to shoulder with their male counterparts in the same playgrounds under similar conditions, but the media coverage they get is maybe 2 or 4 columns while a full page is devoted to the men in blue.

Discrimination comes in many forms, and as the overt ways of discrimination are no more possible, the society has resorted to subtle means of conveying the message. A girl from the time she is born is expected to make way for her brother, whether he is younger or older to her. Women are allotted a “quota” in entrance exams at reputed colleges, which essentially means that they are “presumed” to not succeed on their merit and abilities. 

We have made women to vote, to opt for same courses as their male counterparts, to apply for same jobs, but then we create glass ceilings and boundaries and nominate them as “fairer, weaker sex” based on our patriarchal notions.

As the world enters the exciting phase of grassroots activism and global action in this regard, the call to build a gender-balanced world –  #BalanceforBetter resonates like a war-cry where equal opportunities also mean equal growth.

Public relations: A place where balance is nurtured and celebrated

Gender balance is an essential tool for the smooth functioning of society, communities and organizations. A balanced and diverse workforce also leads to increased business performance and higher retention of the employees. Acknowledging its benefits, today, more and more companies in several sectors are creating policies to create a more gender inclusive environment at their respective organizations.

The Public Relations industry (PR), has been one of the key sectors which have continuously pushed the envelope for greater inclusivity of women. According to a study conducted by Bureau of labour statics, the PR industry in the US comprises of almost 61.3% of women “specialists” which is a far cry from the business and financial sectors, where women make up 43.6 percent of the workforce.

Why is PR becoming a safe workplace haven for women?

There are several reasons why women are choosing PR as a career option, but several reasons such as people driven atmosphere, skill development, challenging roles and positions, relationship building and expanding lines of communications in which women have historically excelled have assisted in garnering women’s interest in this field.  

To be an expert PR specialist, PR professionals are not only required to be good listeners and excellent team players but also have to be strong advocates and believers of their client’s work. These qualities are often inherent in many women which makes them emphatic communicators and efficient managers. The Bureau of labour statics data further highlights that women run 30% of all PR agencies and 59% of all PR managers are female showcasing how over the decades the industry has helped in empowering women in taking up leadership roles.

The ground rules for achieving a better balance:

PR firms can further increase women participation and can create more opportunities for them by adopting a few measures –

  • Increasing flexibility: Maintaining a balance between their careers and life often becomes a huge challenge for women as several responsibilities like eldercare and childcare often fall on their shoulders. Many women prefer opting for workplaces which offer more flexibility.  Hence by providing benefits like a paid maternity leave, four-day working week and telecommuting can further assist the PR agencies in not only retaining the right talent but also in attracting one. For example, by not trying to schedule a meeting after 7:30 P.M. can further increase the ease for women.
  • Acknowledging the hard work and celebrating success: Often shy and sensitive, women have been found to less likely self-promote themselves and their work. Initiatives such as sharing the news of a new client win by a woman employee, a successful campaign which was headed by a woman employee and promoting her contribution to a company on the various social media handles of the organization can be a huge confidence booster for the women employees and can encourage them to be loyal to their company.

Gender-inclusive policies like these will further promote gender equity and growth in the industry.

This year on the occasion of International Women’s Day, let’s take steps to create more opportunities for women in the workplace and work towards building a gender-neutral ecosystem.

About the author:

Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.

My language, My rules: Integrating Vernacular Languages in Public Relations in India

“If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.’

Nelson Mandela

With 23 major languages in India, written in 13 different scripts, with over 720 dialects, linguistic diversity has never been a bigger challenge for public relations professionals anywhere in the world.

There are sound reasons for the existence of such diverse languages, yet most public relations companies appear to be intimidated by the complexity of the socio-demographic landscape.

Public relations executives swear by taking the safe route and cater for majority understanding, creating all campaigns and communications in English, only to realise that perhaps they should also be valuing the vernacular, creating content in mother-tongue and cashing in on the ensuing return-on-investment (ROI).

Value of vernacular communications

Whether it is writing a press release or a pitch note, authored articles or trend stories, use of effective vernacular communication in public relations helps inculcate cultural insight, nuance, and context. It helps a PR manager show that their client and the brand understand and resonate with their consumers.

Vernacular public relations can help build long-lasting and profitable relationships of trust with their market. Vernacular communication has the potential to add huge value to a brand. Global brands can successfully localise, and local brands can become more relevant to their target market if they talk in the language their customers can relate to.

Using local language helps in ensuring a high level of engagement, respect, and understanding of the targeted customer. The emotional connect that vernacular comments, quotes bring has a positive impact on the overall brand equity.

Readers place extra value on native advertising and place trust in it in a way that they may not necessarily feel about an English campaign, as most people in the country still converse and often think, in their mother-tongue. Talking in their mother tongue instils a sense of pride and ownership which far outweighs the initial investment of creating a vernacular campaign.

Innovation in Public Relations in the era of globalisation

Vernacular public relations offers an opportunity to view a PR campaign from a new angle and provides a lot of scope for true innovations in the way communications are handled.

The world is becoming a global market for companies who have a common goal- to sell their products or services to as many consumers as possible. Globalisation also means that companies are now addressing an incredibly diverse target, with many different languages, and more importantly- cultures. International Public relations in the new millennium is about understanding, accommodating and harnessing the cultural differences for global brand building.

Telecommunication (Telcos) , consumer durable companies as well as FMCG companies today engage with the consumer speaking a language of the masses.

K2 communications recently achieved noteworthy success for a healthcare client by refocusing the PR strategy with a focus on vernacular media. By retargeting the release with regional translated press releases, the client witnessed astounding ROI on their PR efforts in a short period of time.

Vernacular Public Relations- a must have across all mediums

Native public relations is significant because the target audience is given eh content they want to consume. The challenge on content creation for vernacular language is on the written side, especially for native quotes, comments, and press releases. From the cost perspective as well, it is easier and cheaper to create vernacular language content. Your target audience no longer wants just to read, they want to watch contextual, real-time, user-generated content.

In a country where only 10% of total population interacts in English, and only 74% are literate, the message from a PR desk needs to jump through several hoops of communication distortion- illiteracy, lack of connecting, contextual misunderstanding or pure ignorance. The challenge is to remain impactful, relevant and cross the language barrier to reach the target audience without distorting the core values of a brand.

Vernacular content is also becoming a big mantra for successful digital marketing. Traditional PR methods neither expect nor ask the audience to think. However, they do want the public to respond- a feeling, an impression, a desire, and finally a commitment to take some action but ironically, unless all the fodder conveyed in a language the target understands, it does not result in any thought.

To effectively influence attitudes,  and outcomes in the public domain, including the crucial public opinion and reputation management, PR executives must keep a tab on the local pulse.

According to a 2017 report by KPMG and Google, “Indian Languages — Defining India’s Internet,” there were 234 million Indian-language internet users and 175 million English users in 2016. By 2021, the gap between the two groups is expected to widen. Users of Indian languages are expected to more than double to 536 million, while English users will increase to only 199 million. Nine out of 10 new internet users between 2016 and 2021 will use local languages, said the report. (Source)

As the Indian technology industry builds the internet for the next 1 billion non-English users friendlier public relations communication strategies are the only way forward for the brands looking to reach out.

It, therefore, makes business sense for Public relations companies to encourage their clients to become pan-Indian, linguistically.

  • Additional Resource: Ordinary People Can Reason: A Rhetorical Case for including Vernacular Voices in Ethical Public Relations Practice, Calvin L. Troup Journal of Business Ethics Vol. 87, No. 4 (Jul. 2009), pp. 441-453

  • Image source: Mashable India

    About the Author:

    Bulbul Satsangi – She is a Digital Strategy Consultant at K2 Communications Pvt. Ltd. A Finance professional in her previous avatar, Bulbul, entered the arena of content writing to soothe her creative energy. In the past 5 years, she has worked on all the aspects of the internet and helped many businesses establish their online identity.

Looking for a renaissance in the PR industry? Embrace diversification and be inclusive

You may have come across specially-abled stewards at KFC or gone through some of the inspiring headlines in newspapers and social media about an individual representing the LGBT community appointed as the principal of a college in West Bengal, India a couple of years back. Reputed companies like Accenture, IBM, and Infosys sometimes get featured for hiring human resources on wheelchair or open-heartedly accommodating employees with specific disabilities. While India goes gaga over sporadic examples of a diversified and inclusive workforce across the employment sector, it is hard to find a similar culture in India’s Public Relations (PR) industry.

Although ideally, the PR industry should be more open to all identities as they build up the edifice of mass communication and connecting with people of all kinds, colours, races, genders, abilities and more, unfortunately, the concept of openness is not that impressive in the country. Encountering with a PR professional belonging to the third gender or someone who has a hearing disability or cannot speak is still a far-fetched dream. Interestingly, not just India, the landscape of a diversified and inclusive eco-structure is not much different in the US or Europe as well. According to a report, African Americans and Hispanic Americans constitute only 10% of all PR professionals. Thus, the global PR industry, as well as that in India, has a long way to go in terms of diversification and inclusion, although a remarkable shift  is happening  in the field of including female workforce over the last decade.

Unlike earlier days, diversification and inclusion are no more all about including women in the workforce. With all the noise around feminism and women empowerment in the last couple of years, the PR industry along with the other sectors have voluminously grown in terms of including women. In fact, for India, women have been the face of the Public Relations Industry. According to the top female PR professionals in the country with 15 to 25 years of experience in the field including Shefali Khanna, partner and Chief Marketing Officer at Astrum – Reputation Advisory, Shravani Dang, Group Vice President, Corporate Communications at Avantha Group, Vasundhara Mudgil, Head of Communications at Spotify, India, Stuti Jalan, Founder and Managing Director of Crosshairs and more, PR is an inherent skill among women as women are better multitaskers, more creative and understanding that make up the three most vital pillars of PR. The PR industry may no more be gender specific or biased, but it is lagging much behind in terms of embracing a diversified and inclusive intellectual capital structure compared to the corporates.

Experts say that a diversified and inclusive work culture enhances the accessibility of Public relations (PR). It creates an open and credible workplace which is must for a profession representing the views of multiple stakeholders. In case you are into this profession, always remember your client will choose you based on how open you are in expanding your client tile by promoting diverse talent. Also, the more inclusive you are, the better you will be able to provide multiple viewpoints during a crisis that your client faces and thereby save your client’s reputation. Furthermore, India is a multicultural and pluralistic nation and you ought to be inclusive and diversified if you want to understand your customers better. Similarly, your customers will have deeper trust on you if you are a PR brand that can realise their needs and expectations from an array of backgrounds including social, political, economic and cultural topographies. This will definitely boost your client connections and help you provide insights into trends.

Enough has been spoken about why it is crucial for the PR industry to be diversified an inclusive. However, not many talks about how that can be done. It is not rocket science, say experts. All you need to do is tweak your hiring policies and make some cool administrative changes. These may include inclusion of paid period leaves for women employees, pooling in women from underprivileged, low income backgrounds, hiring those who are wheelchair bound or may have to use a hearing aid to hear and sign languages to interact, making the workplace design friendly for the specially-abled and driving in those from the LGBT community based on their talent and skills and not on their gender preferences.

Being a PR is not that easy and being a diversified and inclusive PR is even tougher. However, once you can brace up with the openness, your public relations skill will touch the sky and bring about a dynamic makeover in the existing PR industry. Let’s hope for the day when India will produce the best of PR professionals based on their talents to connect, skills to innovate and not based on their gender, colour, caste, religion, ability and so on.

Sources :

Image courtesy : <a href=””>Graphics from</a>

The Changing PR Landscape

The suspension of two talented young cricketers recently due to their off-field demeanour points to two pertinent things: one, professionalism and success are not just about performance on the field, and two, the pressing need for sound PR (public relations) advice for people under constant public glare. Whatever is the nature of the recent episode, there is no denying the fact that professional efforts are required to build a public persona—to ensure the person is socially aware and responsible, gender sensitive, and doesn’t offend anyone.

Undoubtedly, PR has become a critical strategy of any brand management exercise, more so today than ever—whether the brand is a celebrity, a politician, a product, a service or even a nation.

But the role of PR today is not what it used to be many years ago. Today it has taken on a newer and bigger dimension, starkly different from what it used to be.

Transition in the last few decades

In the early 70s, the PROs, as they were called, were mostly seen in government departments, banks, and PSUs. They were mainly liaison officers, transport managers and sometimes travel agents too. In short, the PRO was an odd-jobs person with a status like an executive secretary to the chairman or managing director, accompanying the Bureaucrat to ministry level meetings.

Over the years, with outsourcing becoming more commonplace, PR was no longer an in-house function. As companies understood the importance of PR in the competitive marketplace, the task was outsourced to professional agencies well-versed in the art of managing people.

The mundane role became more well-defined. Media relations became a vital part of the job, comprising assignments like creating press release content, reaching out to the media, arranging press conferences and meetings of company spokespersons with the press, maintaining professional relationships with journalists, and attending to Public Affairs functions like lobbying with the government for positive business output & Media advocacy to influence the policy bills.

With so much conversation happening online, and in traditional media too, the role of the PR professional has transformed significantly to encompass a gamut of functions. The PR professional now has to don multiple hats, that of an image consultant, a brand manager, a liaison officer, and a media coordinator, among many others. This means PR professionals have to upskill themselves in technology, social media etiquette and other New Age skills.

Let’s look at the skills that modern-day PR professionals have to possess in their repertoire.

Articulate and analytical

Today, a PR executive has to be more understandable, interpret better and be a good conversationalist too.

Socially savvy and globally aware

As companies go global, PR professionals have to be more aware of what works in a genuinely international set-up, transcending boundaries of language, geography, and region. Knowledge of diverse cultures, awareness of social norms and nuances across different regions, and language proficiency are big plusses in today’s age.

Well-informed about various topics

People who engage in forums convene debates and moderate panel discussions are sought after by corporate.

Managing media      

Some PR functions never go obsolete, and this is one of them. PR professionals should be able to talk to the press and present their views in a professional manner and network with journalists across the world to strengthen the organisation with positive media imprints.

Media education

A good PR person should train CXOs on how to handle the media and draft relevant question-and-answer sessions for them. The training should involve aspects like gender sensitisation, social awareness and avoid stereotyping.

 Crisis handling

Today, thanks to technology, any situation can blow up into a crisis in no time. PR professionals should be able to think on their feet and rise to the situation to save the day without getting hassled.


Needless to say, the PR professional should be aware of trends in technology, social media, and digital marketing to advise clients appropriately.


No matter what changes have happened, one thing has remained constant. PR is still about people, and it will continue to be so. Thus, empathy, sensitivity, patience and tolerance are essential traits that need to be nurtured to maintain relationships for a lifetime.

Today, PR includes relationship management and image building by managing media and information flow. It also involves strong internal communication across all levels of the organisation, consulting, and engaging in trade body associations for networking opportunities. As a result of this, PR has become more complex, intricate and challenging than earlier.


Adapted from the article authored by Mr. Shiv Devraaj first published in Reputation Today – 

Image Courtesy: <a href=””>Graphics from</a>

About the author:

Shiv Shankar – He is the Executive Director & Founder of K2 Communications. Under his astute leadership, K2 Communications has developed into a frontrunner among PR agencies that incessantly delivers excellent regional and national PR support to clients belonging to various sectors including government, IT, education, consumer, and healthcare.