The soul of 'PR'

Public Relations (PR) is a natural & age-old phenomenon to talk about. It is embedded in every aspect & form of life & nature. Be it plants, trees or living creatures, PR is everywhere.

 

 

PR is a multifaceted entity, but each form of PR is stuffed with a standard filling, that is content. Where there is PR there will be some sort of content in it. Content is the bridge on which communication rolls down either way from client to Target audience / feasible followers.

 

As content is the core of PR, there is a certain need to think about the quality, sanity & productivity of content, especially in modern times. The uninterrupted flow of information (content) & lightning-fast communication has taken over the world, which seems mesmerizing, but it's taking a toll on the human psyche & killing their nerves like slow poison. So, differentiation between real & reel content is a high priority.

 

In whichever form the content may be, its ultimate goal is to brew a positive PR. Yes, that's what the world assumes & demands from Public Relations. The calibration of a successful & monetized PR is based on the flavour of its content. That surely sums up that, content is the soul of PR.

 

We, at The PR Times, cook interesting flavours of niche content to remind the pure soul of a true PR, yes pure soul it is!

 

 

In my last blog, I tried to put my thoughts on content being the soul of Public Relations. Now, content in itself consists of a wide array of variety & types. In this particular write-up, we will discuss content we come across in our daily routine.

 

If noticed keenly, life is surrounded by a variety of content. Right from the start of the day till late at night, we share & consume lots of content. Be it the morning greetings/a sleepy chatter with family, scrolling mobile screens/newspapers, watching TV News/songs/shows/movies/documentaries, reading books, magazines or communication & sharing data at the workplaces, schools, colleges etc. It's happening quite naturally & rigorously. Watching TV in prime time is a familiar scene in most households; while consuming videos & stuff online on social media & OTT has become an inseparable part of life. This is all content. If these activities are excluded from routine, life will be no fun. As they say ‘content’ & 'contentment' is a must in life.

 

So, the output is, in whatever form it may be, content plays a pivotal role in our lives & impacts it in 360 degrees. Directly or indirectly, content is responsible for shaping our minds & overall personality. Peel the layer, feel or share, content is everywhere. Round the clock, with & within you. Mind it!

 

 

The hierarchy of the content pyramid has been shaken since the inception of social media & digital platforms. Before that content was pretty specific, structured & organised (mainly in Print, Radio & TV later). Currently, social media covers the majority of the media & personal space.

 

This makes it a dicey situation when we think of content on social media in particular. The virtual world is beaming with crisp & eye-catchy stuff altogether. Which has definitely impacted the remaining channels of communication. This is very evident because all the traditional mediums of communication & information are investing their time & worth to up their presence on social/digital media.

 

On the part of reach & speed, the social media there is no comparison. Thus, digital platforms need to emphasize the credibility, quality & authenticity of the content, which has been a major issue since its inception. Fake & parody accounts are painting the digital space in black & red. Which has created more social & psychological issues among the masses. These issues are taking a toll on the younger generation the most.

 

The other way around if we consider the content on digital from the perspective of Public Relations it's genuinely worth it. The percentage of content consumption in virtual space has increased drastically. So, we have to consider the magnitude of digital content & its dynamic nature.

 

The mantra of the new age is, "Go Digital, Reach Global!"

 

 

In different phases of the evolution of mankind, there are some things in common. Among these, the desire to express or communicate is one. Right from the early age to modern times the need for communication in humans remained symbolic. The early humans in the stone age, and the Neolithic eras used to express themselves with cave paintings, and rock carvings. This would mostly feature scenes of animal hunting or worshipping. The series of signs used by these people has always gained the attention of researchers & enthusiasts. These signs found around the world had similar patterns.

 

Then slowly gradually Letters, books, Newspapers, telephones, radio, gramophones, telegrams & the world of Cinema came into existence & different set of content was created & catered by humans to fellow human beings as per time & their needs. Radio, Telephone, and Cinemascope are still considered the most intriguing mediums for consuming content.

 

The way Radio connected with people of all age groups through its variety is simply awesome. The same goes for Newspapers & later with Television content. Their set of content still continues to engage us in some way or the other. They are competing in the digital world. So, content has evolved through various channels & mediums over a period of time.

 

The process is on & the content keeps brewing!

 

 

The whole of humanity has been taken over by the digital world. Be it mobile or web applications, social media, websites or cloud networking…our daily routine has been occupied by virtual space.

The older mediums are also updating themselves & trying to be up in the race. The structure & format of the content among these digital tools has also changed their course.

 

The late nineties were already witnessing the magic of Cinema, radio, newspapers etc. Then came Mackintosh, its smart successors & later a wide range of personal computers that became part of human life over the years. The processing & appearance of content also changed with their advent. Because many formats of content could be processed & consumed through them. So, the content became more specific.

 

As we were settling down with the computers the smaller, convergent tool of communication & content consumption named mobile phone & later smartphone entered our space. This buddy was much faster than its peer tools in terms of processing & evolution.So, the pallet of content in this one is also seamless. It's like Alladin’s lamp - containing a mystical jinni inside who fulfils all your wishes (virtually). from smaller to taller & younger to older everybody is in awe of the magic lamp & today human life at large surely revolves around it very much. Because the aura of content in it is engrossing, way smarter, faster more interactive & customised.

 

The effect of smartphones & multiformat content consumption is such that It's keenly influenced the making & breaking of our decisions, relationships & routines & much more as a person. It's quite evident that our brain cells are also projecting thoughts based on it.

 

Actually…digital dreams!

 

 

The mobile era is soon to pass by, as Artificial Intelligence (AI) is gunning down all the intellectual heads out there. It’s actually been pestered as a threat to mankind by experts & researchers. Some countries have also banned the use of recent AI tools. The recent AI Bots have challenged the human capacity to compose thoughts & conceptualisation. The mainstream or pure content-driven entities are definitely going to shape up according to these developments in the nearer future.

 

There will be no need for thought, drafting, conceptualizing, or articulating to generate content via human effort, as it's going to get produced with AI in a few seconds in a standard & customized format. This may look comforting from the top but soon its vicious cycle will consume all the existing & sprouting creativity & thoughts of the human brain.

 

The origin of creativity is nature itself. The human brain is channelled with natural intuitions, the process of creativity & emotions. This combo simply makes a piece of content appealing, tailored with efficiency, relatability & most importantly human touch. The content which is produced by this method has its own flavour altogether. High chance of missing this in the bot-generated content. But they say, ‘AI’ is the future whole of humanity has to deal with.It’s quite inevitable & we can’t help it.

 

‘AI’ is already knocking on our doors with a readymade dose of content.

 

 

Print Media has been the source of information for a wider range of content consumers. Particularly newspaper reading is quite a habitual thing around the country & globe. Papers have been considered a source of authentic information for a very long time. Currently, newspapers are gone business driven. So the purity & reliability of the content is also lost somewhere.

 

Newspaper content has a different set of impacts on the readers. Due to this, it holds more frequent consumers. Its various sections are designed in a way that the whole thing caters to various age groups. The weekly supplements also have a specific readership. Editorials and weekly columns are the choices of niche readers, students & researchers. The quality, readability, and language of the content in a newspaper is its USP. Now there are various options available such as tabloids, afternoon-evening- late night-city editions. They are also available in E-editions.

The digital era has put many challenges before the print medium. But still, it is surviving due to the specific format of the content in it. Experts say the financials may change; the dynamics of the industry may change but the love for this traditional media won't go away.

 

As the 'Black on White' always stands out!

 

 

The invention of the radio has been phenomenal for mankind. This audio platform has intrigued & engaged people across the globe. It has been a deep asset in terms of information, news, and entertainment.

 

If we talk about India in particular, since its establishment All India Radio (AIR) aimed to educate and entertain the masses. The programming primarily consisted of classical music, folk music, and news bulletins. In those days, radio served as a unifying force, connecting people across regions and languages. Then after a decade or so Vividh Bharati, a popular radio channel, was launched to cater to a broader audience. It introduced a range of new programs, including film music, radio dramas, quiz shows, and talk shows, offering a delightful blend of entertainment. Vividh Bharati's success paved the way for diverse programming in the Indian radio landscape.

At the beginning of the 90’s the wave of liberalization in the Indian economy brought a significant change in the radio industry. Private FM channels were granted licenses, resulting in a remarkable expansion of content options. These channels introduced a refreshing variety, including Bollywood music, pop music, regional music, celebrity interviews, talk shows, and interactive programs.

 

In recent years, the advent of digital streaming platforms and the rise of podcasts have further widened the range of content available on Indian radio. Many FM channels now offer live streaming on their websites and mobile apps, ensuring that listeners can access their favourite shows anytime, anywhere. Podcasts have gained popularity, covering a vast array of topics, including storytelling, true crime, comedy, self-help, and more.

 

From its humble beginnings to the digital era, the variety of content on Indian radio has undergone a remarkable transformation. Radio continues to captivate and connect millions of listeners.

 

It says, Meri Awaaj hi Pehchaanhai… sss!

 

 

Books have been a source of knowledge, entertainment, and inspiration for centuries, transcending time and generations.

 

One of the remarkable aspects of books is the wide range of literary genres and themes they encompass. Whether it's historical fiction, science fiction, Biographies, Travel accounts, romance, mystery, fantasy, or self-help, there is a book to cater to every taste and interest. Each genre brings its own unique blend of storytelling techniques, characters, and settings, offering readers a diverse palette to choose from.

 

Books provide a platform for authors to delve deep into the complexities of human emotions and experiences. Through the written word, authors can express the full spectrum of feelings, from joy and love to grief and despair.

Books are a treasure of knowledge and intellectual stimulation. Non-fiction books encompass a vast array of subjects, from history and science to philosophy and biographies. They enable readers to expand their horizons, learn about different cultures, and gain expertise in various domains.

 

The quality of writing is a crucial factor that elevates the content of a book. Authors employ their mastery of language, employing vivid descriptions, evocative metaphors, and lyrical prose to create captivating narratives. Great works of literature are not just stories; they are a form of art. The beauty and elegance of language captivate readers, transporting them into a world crafted with words.

 

Books have the remarkable ability to transcend time, remaining relevant and resonating with readers across generations. They are a testament to the incredible variety and timeless quality of content that can be found on their pages. They take readers on extraordinary journeys, ignite their imaginations, and foster a deeper understanding of the world and ourselves. So, explore the world of wisdom uninterrupted, because it's nice to be a Bookworm always…at least sometimes.

 

 

In recent years, the advertising landscape in India has undergone a remarkable transformation. With the rise of digital platforms and the proliferation of smartphones, advertisers are increasingly turning to content-driven campaigns to engage with consumers. Content has emerged as a powerful tool to capture attention, foster emotional connections, and influence consumer behaviour.

 

India, with its diverse culture and languages, presents a unique challenge for advertisers. It's crucial to recognize the diversity and address the needs and preferences of the local audience. Content that resonates with Indian consumers often reflects their values, traditions, and aspirations. Indian consumers are known for their emotional connect with brands. Emotional storytelling is a potent tool in advertising campaigns.

 

Social media platforms have revolutionized the way advertisers engage with consumers in India. Platforms like Facebook, Instagram, and YouTube provide an extensive reach and enable precise targeting. Additionally, user-generated content and influencer collaborations can amplify the reach and impact of advertising campaigns.

India is a land of diverse languages and cultures. Advertisers are increasingly recognizing the importance of localization to connect with regional audiences. Creating content in regional languages and incorporating cultural references specific to different regions can significantly enhance the effectiveness of campaigns.

 

Content-driven advertising campaigns have become a cornerstone of effective communication in India. As India continues to witness digital transformation and increasing internet penetration, the power of content in advertising is poised to grow further, creating exciting opportunities for brands to connect with Indian consumers in meaningful and impactful ways.

 

So, all the contentious people out there, it’s high time to unleash your creativity!