This article has been contributed by Aneesh Khanna, Early-Stage Entrepreneurship Consultant & Coach.
In 2010 – It was DIFFICULT to STARTUP
In 2024 – It is DIFFICULT to ‘NOT STARTUP’
This makes it even more important to be able to ‘Validate your Idea’ before you kickstart your journey. Idea Validation is both an INTERNAL and EXTERNAL journey.
I have an 8-step framework which I use for ‘Idea Validation’ with aspiring Entrepreneurs, but let’s take an example and make this learning more fun. Recently, I conducted a bootcamp on Entrepreneurship for children in their 10 th Grade at a Business School in Bandra Kurla Complex. At the end of the very enjoyable session, a 15-year-old, gentle, bespectacled girl came up to me with her IDEA. She said softly but very clearly “Sir, My father is a football coach, and I want to do something in the area of football coaching for girls. But I want this to make money and for it to be a career”. Unfortunately, the kids were ushered to the bus and our conversation was cut short. I have often thought of her and her IDEA over the last couple of weeks. So, I thought let’s use this opportunity and think about the 8 Step process for ‘Football Coaching for Girls’ as an Idea to Validate.
This is a critical step, since we can get lost into the solution. Take a step back and articulate the problem in one sentence. So, for our idea, let me define the problem statement, “Increasingly children are getting addicted to devices and have lost the ability to engage in outdoor sports, which are critical for child development, confidence building, team work and physical health. Coaching, training and play facilities are skewed towards coaching more boys than girls, particularly for physical sports like football, cricket, athletics, hockey etc”.
Are you a Painkiller?
Speak to at least 25-30 people who have this specific pain on account of this problem. You want to be a Painkiller and not a Vitamin C tablet. 15-year-olds are very smart, they can create a simple questionnaire in Microsoft word and get 30 copies printed.
They can go along with their parents to the mall, the beach, a playground, or a walking stretch, where there are parents in the age range of 32-50 years and request them to fill this questionnaire. A google form also works ��. Some question examples:
For how many hours in a week, do your children play in the outdoors?
Do you believe that the lack of outdoor activity hampers their overall growth?
Would you encourage your girl child to spend time out of her other activities, specifically for sports coaching?
How much would you be willing to pay for 1 hour of football coaching time?
TAM
The Total Addressable Market – How big is the market. How to calculate the TAM? So there are 2 ways to calculate the TAM or the overall size of the market:
Top Down Approach – We start with some available secondary data on the Industry and then filter it down to arrive at the appropriate market size.
Bottom up Approach – Number of potential girls who are in the age group of 6-20 years multiplied with the price of the coaching for a year. Sometimes, even if the TAM is small, don’t worry about it, build such a wonderful Coaching experience (online and offline), that it creates tremendous ‘Customer Love’. This Customer Love will replicate over time and increase the TAM. Tomorrow we could look at hockey, cricket, track and field. Move out of just pre-teens and teens and look at early office goers in 21-28 years age bracket, who have no time to play at all.
Competition Analysis
A 2X2 competition matrix is a reflection of the Industry, in which you want to build your Idea. It literally shows you the white spaces where no brand is present. The choice of the x and y axis variables are very critical, because they showcase the different types of companies in the industry. For the sake of our Idea, I chose the x axis to understand if the coaching is focussed on girls or Unisex(polite way of saying more boys). On the y axis I chose Apps/Academies Versus stand along coaches who list themselves on Just Dial.
Competitive Analysis
Clarity on the Solution
Focus on only those features that solve a problem. Great products are built after many layers of iterations, based on customer feedback. Think about, if you should focus on individual coaching? Is this going to be a more Summer focussed or weekend activity? How to combine offline coaching, with online or community experience? Can we think of existing models like ‘Sisters in Sweat’ and learn from them.
Can we screen the English Premier League for our users?
Product Channel Fit
Is as important as Product Market Fit.
B2B – Should we look at tying up with schools which have a playground and allocate a full-time football coach.
D2C – Build beautiful content on Instagram & facebook and create a frictionless landing page, to get people to sign up for existing groups, which meet on weekends
In the day and age that we are today, understanding your Unit Economics and Unit Level profitability is paramount.
Price – What will be the willingness to pay for 3 hours of coaching a week? For the summer program? For women in 21-28 years? Look at your questionnaire for some answers. Also look at the existing pricing as an indication
Fixed Costs – Looks like the cost of the Coach is going to be a larger cost centre. How can there be a continuous availability of this talent
Variable Costs – Cost of football gear
Frugal Bootstrapping
There is a lot of merit hustling in the early days of bootstrapping.
Grants – If you are a young woman entrepreneur, there are grants available to help you get off the ground. Look up the state chapters under Startup India portal, E.g Women Entrepreneur focussed incubator WISE by SNDT Women’s University.
Customer Money – Start small, chase small wins, get one school to back you up, get some customer money, show some Product Market Fit, and then you can get external money to scale your business.
When you go through these steps, you will find answers, which in turn will create an internal and external Idea Validation.
Wondering what strategies work best when looking to secure press coverage and how they vary? That’s what we are about to explore now. From creating solid pitches to building meaningful relationships with journalists, there are many approaches. But which ones are most effective, and how do they differ? The answers to these questions can only be given by experts.
So, in the quest to find these, StartupTalky got in touch with some of the amazing PR agencies in India and asked their founders to share their insights.
Join us as we explore their insights and learn from them.
Start-ups looking to secure press coverage today must embrace new strategies and think outside the box to effectively get their story out there. One effective approach is wholeheartedly utilising PESO – Paid, Earned, Shared, and Owned Media. It allows start-ups to capitalize on all available channels and tailor their message accordingly. Taking advantage of owned media, such as company blogs and websites, is critical to building thought leadership around the start-up, earning media with mentions in relevant news articles, and working with micro-influencers to enhance reach through shared media.
In addition, startups should look beyond the traditional press and explore new avenues to gain coverage. For instance, interactive online events such as in-depth interviews and podcasts can offer excellent opportunities to engage with potential customers and media personnel who can become evangelists for the start-up.
Equally important, the art of storytelling holds the key to successful press coverage. Startups have the power to craft compelling narratives that inspire emotion and generate buzz. By getting personal with their stories and sharing their unique company culture and values, startups can ignite a spark that attracts press coverage.
Shiva Bhavani, Founder & CEO, Wing Communications
Shiva Bhavani, Founder & CEO, Wing Communications
In the grand theatre of media, companies dance a delicate ballet to capture the spotlight. Imagine, if you will, offering an exclusive scoop to a single outlet, igniting a firestorm of buzz. It’s a play that taps into the media’s voracious appetite to be the first herald of news, thus amplifying the odds of coverage.
Then there’s the art of humanising pitches—weaving emotional threads and vivid visuals into the narrative. It’s about forging a bond with the journalists, making the story resonate on a personal level, and thereby, enhancing its appeal.
Consider the tactic of building upon existing narratives; it’s akin to adding vibrant strokes to an unfinished canvas, enticing journalists with a tale that’s ripe for the telling. By engaging with reporters on familiar ground, companies can deftly insert themselves into the ongoing discourse.
And let’s not overlook the potency of data-driven stories aligned with the zeitgeist. Offering fresh perspectives or contrarian insights on the issues du jour can ensnare the media’s gaze, setting a company’s narrative apart from the rest.
Each strategy is a unique chord in the symphony of persuasion, from the allure of exclusivity to the resonance of data and human connection. It’s a testament to the craft of tailoring one’s pitch to the rhythms of the journalists’ interests and the ever-shifting media landscape. By orchestrating these strategies with finesse, companies can amplify their chances of securing coveted press coverage, thus elevating their stature in the teeming media expanse.
Ritika Garg, founder & CEO, AvancePR
Ritika Garg, founder & CEO, AvancePR
Startups seeking press coverage can employ several effective strategies to capture media attention and gain visibility. First, crafting compelling press releases that highlight unique aspects of the business or recent innovations can spark journalists’ interest. It should not be promotional but informative. Personalizing pitches to specific journalists who cover relevant industry topics increases the likelihood of your story being picked up.
Additionally, providing exclusive content or insights to journalists can set a startup apart from its competitors. Leveraging local media by emphasizing the startup’s impact on the local community can also generate interest.
Finally, consistently delivering newsworthy updates keeps the startup in the media’s view and can help maintain ongoing coverage. These strategies, when executed well, can significantly boost a startup’s media presence and overall market visibility.
Sonali Sokhal, Founder, Intelliquo
Sonali Sokhal, Founder, Intelliquo
Rather than strategies, companies should focus on content. Having relevant and meaty content and being able to splice that data for different media outlets is the most required skill. So, in terms of strategy, companies should relook at PR as a space to tell compelling stories. These strategies may differ between consumer brands, legacy brands, and lifestyle brands.
With each, the strategy needs to be tweaked to suit the target audience of the brand. B2B brands need to focus on backend processes, technology, and knowledge sharing; while lifestyle brands need to focus on disruption and innovation in design and product. Similarly, startups are usually measured for their impact valuation and growth.
Rohini Saldanha, Founder, The PR Stop
Rohini Saldanha, Founder, The PR Stop
I like that you have used the word ‘strategy’ because that is what separates impactful PR from mere publicity. Most people think that all you need is a bunch of media contacts and should be ‘friends’ with the media and that will get the job done. Not so at all. I think PR is the most underrated and overlooked but very persuasive form of unpaid communication.
Thus, unlike advertising and marketing where you must focus primarily on your message and craft, PR is a lot harder owing to the efforts invested because there is no guarantee that what you share with the press and request them to feature will be featured. And this is why I say it’s not fate or luck or ‘knowing media well’ that will get the job done.
It’s knowing how to get their attention in a very short span within a very cluttered space much like an elevator pitch and get them to see the piece of news from your perspective and thus a certain merit in publishing the same. This is what separates the PR generalist from the expert.
A company can secure press coverage through various mediums, each method serving a different purpose:
Press Releases: To announce significant company news and developments
Opinion Pieces: Get spokespersons to share insights and establish authority in the industry
Interviews and Industry Stories: Provide in-depth perspectives on company vision and market trends
Brand Mentions: Build organic visibility through mentions in articles and features
While doing PR, the goal should be not only to promote the brand but also to educate the audience and spread knowledge about the industry. A spokesperson plays a dual role in representing the company as well as being a thought leader.
Sonalika Pawar, CEO, Bold and Beyond
Sonalika Pawar, CEO, Bold and Beyond
Securing press coverage hinges on the newsworthiness of the message, as not all information warrants media attention. Crafting an effective PR strategy involves understanding the market, the target audience, and identifying what constitutes newsworthy content. Timing is also crucial, as releasing information at the opportune moment enhances its chances of being picked up by the press.
Diverse strategies are employed to secure press coverage, tailored to the specific needs and objectives of each company. One approach involves building solid relationships with journalists and media outlets, fostering trust and reliability. Providing exclusive insights, data, or access to key figures can incentivize journalists to cover a story. Additionally, leveraging current trends or piggybacking on topical events can make a company’s message more relevant and appealing to the media.
Ashutosh Srivastava, Founder, Point One Communications
Ashutosh Srivastava, Founder, Point One Communications
Press coverage is a complex conquest that entails creating individualized strategies to fit into the different objectives of various companies, as well as their industry landscapes. In our PR agency, we appreciate this need and thus deploy a wide range of approaches for capturing attention from the media and enhancing visibility for our clients.
Foremost, at the very core of any successful outreach is composing press releases that actually make news. Whether it is about unveiling groundbreaking innovations, sharing compelling customer testimonials, or offering expert insights on industry trends, information/ news must be packaged in a way that appeals to the journalist and their readers.
The second thing to do is establish solid relationships with media professionals. This means constantly communicating with them, sending relevant and personalized pitches, and understanding their preferences and what would interest their target readers.
Moreover, taking advantage of time-sensitive hooks and trending topics can help in tactically positioning one’s story in front of the media. By relating our pitches to current events happening around us or within our industries or even by tying them to some seasonal trends in the market place we are able to position ourselves as thought leaders for media outlets.
Securing press coverage depends on storytelling skills, relationship building proficiency and being aware of trends and digital aptitude.
Shutapa Paul, Founder, Dharma Media Consultants
Shutapa Paul, Founder, Dharma Media Consultants
Journalists are inundated with press releases, and getting through to them seems like a battle. Here are a few points that, for sure, will help with securing media coverage:
Highlight the news point: Think beyond your product announcement and focus on industry trends, groundbreaking research, and unique company initiatives that solve a particular pain point. The key is to find that one compelling narrative that will resonate with journalists and their audiences.
Build relationships: Journalists are bombarded with pitches. Building genuine relationships with relevant journalists allows you to understand their needs and tailor your pitches accordingly. We need to think beyond cold sales calls and bring the human aspect into the relationship.
Content is King and Queen: Bring innovation into your writing, and do not adhere to any set format. The newer, the fresher, and the crisper your communication is, the better will be the chance of it getting picked up.
Newsjacking: Sectoral insights need to be included in your pitch and your strategy of injecting your company’s expertise into the conversation. For example, if there’s a buzz about sustainability, you could offer insights on how your eco-friendly practices are impacting the industry.
Sowmya Iyer, Founder & CEO, Clarity Communication
Sowmya Iyer, Founder & CEO, Clarity Communication
Securing press coverage requires a multifaceted approach tailored to the company’s goals, target audience, and industry dynamics. It also highlights the significance of building long-term relationships with media outlets and journalists, as well as crafting compelling narratives that align with current news trends and audience interests.
Leveraging personal connections, industry expertise, and creative storytelling techniques are key strategies employed by successful PR practitioners. Additionally, offering exclusive content, conducting media outreach campaigns, and utilizing social media platforms can further enhance a company’s press coverage and visibility.
Securing press coverage is an endeavour that I’ve passionately pursued in my entire PR career. It’s a craft that requires not just an understanding of the news cycle but also an innate sense of what will resonate with the media and, ultimately, the audience. Our strategy has been to create narratives that are not only newsworthy but also deeply human, resulting in a 60% increase in media pickups. This success is not merely a metric; it’s a reflection of the relationships we’ve built and the stories we’ve told that have captivated journalists and readers alike.
Each story is a unique tapestry woven from the threads of innovation, relevance, and authenticity. It’s about presenting a brand in a way that’s not just seen but felt, creating a lasting impact that goes beyond the fleeting nature of a news cycle. This is the art and soul of PR—the ability to tell a story that’s as true as it is compelling. I am quite humbled to have quite a few journalist friends in the industry and enjoy a mutual relationship. The rapport and repertoire that are once shared with the media folks make an immense difference.
The first thing to do before you go out and reach a journalist is to ask yourself, ‘Is this story relevant in the current context of a larger story?’. If it is, then go ahead; if not, then think about how you can make it relevant in terms of what is happening around the ecosystem that you are targeting. If you are targeting something that is going to be relevant to the audience in your city, then contextualise it accordingly, and so on and so forth. If this is sorted out, then you just need to find the right tool to reach out, whether it’s a press release, an opinion article, or a larger interview.
Making sure that you customize the communication based on the journalist, publication, or platform can help in maximizing the conversion. Read what the journalist or the publication covers.
The pitch is one of the most important aspects of getting press coverage. Research and then customize the pitch based on who you are approaching and what you are trying to say. Keep it short and to the point, and mention relevant data that can help set the context.
Shailesh K. Nevatia, Founder, Grandeavour Communication
Shailesh K. Nevatia, Founder, Grandeavour Communication
Getting press coverage is perhaps one of the most important functions of a PR Company. There is no point in having a great story if it doesn’t reach the right audience. Companies can secure press coverage through various strategies such as crafting newsworthy press releases, building relationships with journalists, leveraging social media, organizing events, and offering expert opinions or insights. Using the right keywords or buzzwords in your stories.
The approach to securing press coverage differs based on the target audience, industry, and goals of the company. It is also important to understand the journalists whom the PR Company is targeting. Tailoring pitches to specific journalists, creating engaging content, and providing exclusive stories are some strategies that can help companies stand out and secure media attention. To do so, it is important to do some background check on the type of stories they have previously published.
Caleb David, Founder & CEO, Perez Consulting
Caleb David, Founder & CEO, Perez Consulting
PR strategies are basically custom-made based on the requirement of the mandate. These strategies vary significantly based on the campaign’s purpose, duration, intensity, and modes of communication. For example, a PR strategy for a product launch may focus on a short-term, high-intensity blitz of press releases, media pitches, and influencer partnerships to generate immediate buzz.
Conversely, a long-term brand awareness campaign might adopt a more sustained, steady approach, utilizing ongoing media engagement, social media activity, and a thought leadership program. The communication modes—ranging from traditional press releases to digital content and social media—are selected based on the target audience and the desired impact. This customization ensures that the PR efforts effectively capture media attention and meet the campaign’s specific objectives.
In the unpredictable world of business, crises are part and parcel of a company. However, when unexpected crises creep in and threaten a company’s reputation, it becomes important to respond effectively.
So, how can companies handle these challenges? What crisis communication strategies are necessary for maintaining brand integrity during tough times? StartupTalky asked PR agency founders for their insights on managing crises and preserving reputation.
Join us as we learn how companies can protect their brand in times of reputation-threatening crises.
Crisis communication is critical for companies to effectively navigate challenges and safeguard their reputation. Here’s how organizations can manage crises effectively:
Preparation: Before any crisis, it’s crucial to have a comprehensive crisis communication plan. This should include identifying potential crises, preparing response strategies, and training the crisis management team.
Immediate Response: When a crisis hits, prompt and transparent communication is essential. The initial response should acknowledge the issue and convey empathy and commitment to resolving the situation.
Consistent Updates: As the situation unfolds, regular updates are necessary to keep all stakeholders informed. Consistency in messaging reassures the public and employees that the company is in control and taking responsible actions.
Post-Crisis Review: After the crisis, conducting a thorough review of the incident and the company’s response to it is imperative. This helps in learning from the experience, making necessary adjustments to the crisis management plan, and restoring any damage to the company’s image.
Crisis communication has evolved in the age of social media. Earlier, companies could get away with issuing a carefully drafted statement at a later date; now, the audience demands that organisations act instantly. The way to respond to crises nowadays is to share maximum information with minimum delay. Don’t allow any gaps that might get filled by rumors, as this will do irreparable damage to the brand. Bud Light faced a crisis last year, and according to their latest financial results, the brand has not yet recovered from the impact.
Crisis navigation has become more of a preparation game than an anticipation one. Continuously learn from others mistakes and be ready, because most crises come uninformed.
Also, it is important to make sure that your decisions during the time of a crisis reflect what your brand value is in the minds of the public. Your goal is to preserve that, so do not deviate. During peak COVID, investor Warren Buffet gave American Express CEO Stephen Squeri the valuable advice, “Protect two things: your customers and your brand.”
Sonali Sokhal, Founder, Intelliquo
Sonali Sokhal, Founder, Intelliquo
The best answer to handling a crisis is acknowledging it and staying humble. We live in times when public accountability is very high, thanks to the interface of social media. Unchecked, or unaddressed, any untoward incident can snowball into a crisis, which goes beyond the media, into the sphere of public judgement.
Ideally in such cases, there should be stringent checks for tonality and share of voice across social and digital platforms. Handling incidents with empathy and transparency will go a long way for all companies to be able to shape public opinion.
In such cases, there must always be two kinds of statements ready for companies to mitigate a crisis:
A public statement for social and digital platforms that addresses the human element of the crisis and showcases a genuine commitment to resolve the situation.
A more technical and in-depth statement for the media which might want to do reportage on the situation.
Rohini Saldanha, Founder, The PR Stop
Rohini Saldanha, Founder, The PR Stop
Today’s brands need to be nimble and responsive to opportunity, designed for change to thrive, and future-focused, forward-facing. But all this usually comes with a certain degree of risk and challenges. Honestly, there is no rule book when it comes to battling a PR crisis. Every problem is different, thus requiring a different approach to resolving it. People usually ‘panic’ in a crisis. They either want to act swiftly or not act at all. The response you’ll find is opposite ends of the spectrum.
However, the PR practitioner knows the one that they have – Control. Control over the message – on what they plan to issue, who they plan to share it with, when they want to issue it, and how they plan to issue it. Sometimes, it could mean an off-record conversation with the journalist or a holding statement that gets shared, or disseminating a press release that dispels rumours.
They can deploy a range of tactics to get the right media attention at the right time. If the pandemic has taught us anything it is this – consumers honour and respect transparency and authenticity. Granted that we live in a world that proliferates hate, where the consumer is in the driver’s seat and calls the shots.
Most brands quiver so much that they are ready to bend backward and cancel themselves in a quest to avoid the backlash, the negative publicity, and the trolls. Add influencers to the mix and your problem gets compounded. However, it is during such times that brands should hold steadfast to their convictions, look to their guiding light, their raison-d’etre, and hold on to their core truth.
Vulnerability equals authenticity equals relatability which is what consumers value much more than force-fitted social messages or purpose statements. I think we can unequivocally agree that honesty is the best policy, and it rings true even more when it comes to a crisis.
Brands and leaders have a certain responsibility towards consumers, employees, and stakeholders, and thus they need to communicate in an honest, relevant, and succinct manner clarifying the facts, taking responsibility, and apologising for when they go wrong. They need to know how to best present themselves and not project an idealized version of the truth.
Ashutosh Srivastava, Founder, Point One Communications
Ashutosh Srivastava, Founder, Point One Communications
Crisis communication isn’t just about the present—it’s also about protecting the future by preserving reputation and building resilience even when facing adversity.
In the field of crisis communication, proactive planning, and timely and honest action are crucial for businesses. PR Companies should know how important it is to handle challenges with integrity, empathy, and a well-laid-out strategy.
Whether big or small, all PR agencies should adopt a certain approach in specializing and developing targeted strategies for dealing with crises. This will put emphasis on openness, responsibility, and sympathy so as not to undermine confidence or credibility in unsteady situations.
In addition, being proactive implies more than taking reactive actions such as risk assessment in an in-depth manner; scenario plans,well-laid-out and media training among other measures needed by clients to gain confidence and acquire skills required in managing crises efficiently.
Crisis communication for companies is challenging and often presents unexpected hurdles. However, navigating these challenges effectively involves a three-fold strategy: facing the crisis head-on with fact-checking, formulating an immediate response, and maintaining open communication channels. The more a company delays or hides information, the worse the situation can become, leading to greater damage to its brand and reputation.
In today’s fast-paced business landscape, effective crisis management is essential for organizations to navigate unexpected challenges and ensure continuity. Proactive planning, strong leadership, effective communication, collaborative decision-making, adaptability, and learning from crises are key principles that guide successful crisis management strategies. By adhering to these principles and implementing proactive measures, organizations can minimize the impact of crises, maintain trust with stakeholders, and emerge stronger from adversity.
Shutapa Paul, Founder, Dharma Media Consultants
Shutapa Paul, Founder, Dharma Media Consultants
The ideal scenario would be not to have a crisis situation. We see from experience that foresight and planning ahead can avert future crises. However, even the most well-managed companies and communications teams have reputation crises that can arise from a product recall, a data breach, or a social media misstep, which can quickly damage a brand’s reputation. If you find yourself putting out fires, here’s what to do –
Speed: In today’s age of instant information, a slow response is NOT recommended. Silence on critical matters can exacerbate the problem and can create an altogether new crisis. Bumble’s swift handling of its anti-celibacy campaign was well thought out. A single tweet holds the power to destroy reputation; hence, a crisis response should always be fast.
‘The more you sweat in peace, the less you bleed in war’: A well-defined crisis plan should be ready and on standby. One should always have multiple fail-safes in place and trustworthy media relationships to fall back upon. Regularly revisit and update the plan to ensure its effectiveness.
Trust, clear messaging, and a controlled narrative: A proactive response can help control the flow of information, minimising negative media coverage and public perception. A standard holding statement, which is vetted by the legal team, should be prepared and kept ready.
Holding the fort on internal and external communication is key: One should have a clear channel of messaging, a designated spokesperson and team, and a clear outline of the company’s messaging ready and shared with all employees.
Transparency: Be honest, transparent, and clear in your communication. Acknowledge the issue, explain what’s being done to address it, and provide regular updates, even if there isn’t a complete resolution yet. Most importantly, apologise, if the situation demands it and prevent a crisis from snowballing.
Sowmya Iyer, Founder & CEO, Clarity Communication
Sowmya Iyer, Founder & CEO, Clarity Communication
Crisis communication is a critical aspect of PR management, especially during challenging times when a company’s reputation is at stake. The importance of transparency, authenticity, and proactive communication in mitigating crises effectively.
Establishing clear communication channels, promptly addressing concerns, and taking responsibility for mistakes are essential steps in preserving reputation and rebuilding trust. Developing a crisis communication plan, training key personnel, and monitoring online conversations can help companies navigate crises with resilience and integrity.
In the realm of crisis communication, I’ve steered Apostrophe Communications with a belief that transparency and empathy are paramount. Our approach has been to face adversity with a clear vision and a steady hand, which has proven to considerably reduce the impact of negative publicity. This isn’t just about mitigating risks; it’s about nurturing trust.
When a crisis unfolds, we don’t just manage the narrative; we strive to uphold the integrity of the brand and reassure stakeholders. It’s a delicate balance, one that requires both swift action and thoughtful communication.
Our success in this area is not merely measured by the absence of negativity but by the strength of the relationships we fortify during these challenging times. It’s about turning a moment of vulnerability into an opportunity for reaffirmation and growth.
Shiva Bhavani, Founder & CEO, Wing Communications
Shiva Bhavani, Founder & CEO, Wing Communications
Crisis communication is a critical aspect of managing challenges and preserving the reputation of companies facing unexpected events or negative publicity. During a crisis, transparency, timeliness, and empathy are key principles to uphold. Companies should have a well-prepared crisis communication plan in place, outlining roles, responsibilities, and communication channels to ensure a coordinated and effective response.
In navigating challenges, it is essential for companies to acknowledge the issue, take responsibility where necessary, and communicate openly with stakeholders, including employees, customers, investors, and the media. Providing regular updates, addressing concerns promptly, and showing genuine concern for those affected can help mitigate the impact of the crisis and maintain trust in the brand.
Preserving reputation during a crisis requires a strategic approach that focuses on maintaining credibility, demonstrating integrity, and showing a commitment to resolving the situation. By being proactive, honest, and empathetic in their communication efforts, companies can not only navigate the challenges effectively but also emerge from the crisis with their reputation intact or even strengthened through a well-managed response.
Shailesh K. Nevatia, Founder, Grandeavour Communication
Shailesh K. Nevatia, Founder, Grandeavour Communication
During times of crisis, companies must respond swiftly, transparently, and empathetically to protect their reputation and maintain public trust. Effective crisis communication involves acknowledging the issue, providing regular updates, taking responsibility, and outlining clear steps for resolution. There is no point in denying the situation or running away from the responsibility.
Companies should have a well-defined crisis communication plan in place, designate a trained spokesperson to handle media inquiries, and closely monitor media and social channels for feedback and sentiment. By addressing challenges promptly and effectively, companies can mitigate potential damage to their brand and preserve their hard-earned reputation, even in the face of adversity.
The real test of a PR strategy comes during times of crisis. A good PR strategy can not only help mitigate the ill effects of the crisis but also restore faith among the customers and society.
Sonalika Pawar, CEO, Bold and Beyond
Sonalika Pawar, CEO, Bold and Beyond
In navigating crises and safeguarding reputations, proactive and transparent communication is paramount. As a seasoned PR professional, I emphasize the importance of promptly addressing any crisis that arises. Delaying communication only exacerbates the situation, potentially causing irreparable harm to the brand’s image.
When a crisis occurs, it’s crucial to gather all pertinent information swiftly and disseminate it to stakeholders. Keeping people informed demonstrates accountability and reassures them that steps are being taken to resolve the issue. Moreover, if the company bears responsibility for the crisis, acknowledging fault is key. Silence or evasion only erodes trust further, whereas owning up to mistakes fosters credibility and paves the way for effective damage control.
Clear and concise communication is the linchpin of crisis management. It ensures that stakeholders are well-informed, minimizes speculation, and helps mitigate the fallout. By promptly addressing the crisis, accepting responsibility, and taking decisive action, companies can protect their reputation and emerge from adversity with their integrity intact.
Crisis communication is about leadership as much as it is about information. Effective communication involves clarity, responsibility, and a forward-looking stance—transforming potential disasters into demonstrations of resilience and integrity. Addressing challenges with transparency and accountability is crucial, ensuring that every message reinforces your company’s values and commitment to stakeholders. It is not merely about relaying information but embodying clarity, responsibility, and a forward-looking perspective. By embracing these principles, organizations can transform potential disasters into opportunities to showcase their unwavering integrity and commitment to transparency.
Transparency and Accountability are the cornerstones. Every message should reflect your company’s values and commitment to stakeholders. Openness mitigates risks and strengthens relationships. Clear, responsible communication reassures stakeholders.
This article has been contributed by Mr. Ameet Patil, Tech. Entrepreneur & Founder, CEO of Ecobillz Private Limited.
The Indian hospitality sector is poised for a transformative era driven by Artificial Intelligence (AI). This isn’t just about flashy gadgets or gimmicks; it’s about fundamentally reshaping guest experiences and operational efficiency. Fueled by significant capital flow, as evidenced by the rapid adoption of AI solutions, the Indian AI hospitality market is on track for immense growth. Industry reports predict a substantial rise in the global travel AI market, exceeding $1.2 billion by 2026, and this growth will undoubtedly be mirrored in India. As AI continues to evolve, we can expect even more transformative applications that will redefine guest experiences in the Indian hospitality sector.
However, at the heart of this transformation lies a symbiotic relationship, not a competition, between AI and human expertise. While AI excels at automating repetitive tasks, highly skilled staff remains essential for providing exceptional service and building genuine connections with guests. AI lacks emotional intelligence today, and human empathy is irreplaceable in the hospitality industry. The key lies in leveraging AI to empower staff to personalize the guest experience.
Hotels are moving away from static pricing models thanks to AI. AI systems analyze market trends, competitor pricing, and real-time guest booking patterns. This empowers hotels to leverage dynamic pricing strategies, adjusting rates to maximize revenue during peak seasons and remain competitive during slower periods.
Imagine a hotel anticipating equipment failures before they happen! AI-powered predictive maintenance makes this a reality. Sensors throughout the hotel feed data into AI systems, allowing them to predict potential issues and schedule maintenance proactively. This minimizes disruptions for guests and ensures a smooth stay.
Gone are the days of waiting in line for simple requests. AI-powered virtual assistants within guest rooms allow guests to control lighting and temperature, request amenities, and access information through voice commands. This not only empowers guests but also frees up valuable staff time for more complex guest interactions.
The future of hospitality lies in hyper-personalization. AI analyzes vast amounts of guest data, including past preferences, booking history, and online behavior. Imagine a smart chatbot remembering your coffee preference from a previous stay and suggesting local attractions based on your interests. This level of personalization creates a truly memorable experience for each guest.
Tailoring AI for the Indian Traveller
Understanding the distinct consumer approaches in the global and Indian hospitality markets is crucial for tailoring AI integration strategies. Here’s a breakdown of some key differences:
Value vs. Experience: Globally, travelers often prioritize value for money, seeking budget-friendly options and maximizing their travel budget. In India, however, the focus often shifts towards a holistic experience. Indian travelers are willing to spend more for unique experiences, personalized service, and a strong cultural connection.
Tech Savvy vs. Digital Divide: Globally, travelers are generally more tech-savvy and comfortable adopting new technologies. Sparing the young generation, India, however, faces a digital divide, with a significant portion of the population taking time to latch on to the digital. This necessitates a more nuanced approach to AI integration, with a focus on solutions that are accessible even to those who are less tech-savvy.
Familiarity vs. Novelty: Globally, travelers are often accustomed to a certain level of automation and technological integration in hotels. In India, AI solutions might be perceived as novelties. Here, the focus should be on educating guests about the benefits of AI and ensuring a seamless user experience.
Hospitaility Industry In India
AI Integration: A Strategy for the Indian Market
By understanding these consumer behavior differences, the Indian hospitality industry can leverage AI to cater to the specific needs of its guests:
Focus on Value-Added Services: AI can personalize room service menus based on guest preferences and dietary restrictions, optimizing value for money. Upselling and cross-selling strategies can also be personalized using AI, ensuring they enhance the guest experience rather than feeling intrusive.
Bridge the Digital Divide: Voice-controlled assistants can be a great solution for guests who are less comfortable with touch-screen interfaces. Additionally, offering offline access to key information through downloadable apps can ensure AI benefits all guests, regardless of their internet connectivity.
Prioritize Cultural Integration: AI can be used to curate itineraries and recommend local experiences that cater to the specific interests of Indian guests. Imagine a chatbot suggesting historical sites or cultural events based on a guest’s region of origin or preferred language.
Focus on Human-AI Collaboration: While AI automates tasks, skilled staff remains crucial for personalized service and cultural understanding. Training programs can equip staff to leverage AI effectively, allowing them to focus on building rapport with guests and addressing their unique needs.
The Road Ahead: A Symbiotic Future
By understanding the distinct needs of the Indian hospitality market and tailoring AI integration accordingly, the industry can unlock immense potential. AI can become a powerful tool for enhancing operational efficiency, personalizing guest experiences, and catering to the specific values and preferences of Indian travelers.
However, it’s crucial to remember that AI is not a replacement for human interaction. The future of Indian hospitality lies in a harmonious blend of AI and human touch. By focusing on training and development, hotels can ensure their staff possess the skills to interpret guest needs, handle complex situations, and provide that irreplaceable human touch.
This human-centric approach to AI integration will be the cornerstone of success in the future of Indian hospitality. This approach ensures that AI complements the strengths of the workforce, creating a future where technology seamlessly enhances the human touch that is so crucial in the Indian hospitality industry.
Why are stories important for businesses, and what makes them effective? That’s what we’re exploring next. The art of storytelling has a unique ability to catch attention and leave a lasting impression on people. To understand this better, StartupTalky connected with some awesome PR agency founders and asked them about how exactly storytelling helps companies rise above the noise, and what elements make these narratives truly impactful.
Join us as we explore the insights of these founders on the art of effective storytelling in business.
Remember, public relations is a marathon and not a sprint. The campaigns we remember are those that leave us floored and amazed and hit us with stories so powerful that we are unable to forget them. Be it the Dove ‘Real Beauty’ campaign or the Indian government’s ‘Incredible India’ campaign, it has been proven time and again that storytelling is the most powerful weapon in the advertising and PR arsenal. While advertising creates a singular stream of communication, PR encourages positioning of a brand through stakeholder feedback.
Humans are wired for stories, and unlike dry facts and figures, narratives tap into our emotions. This emotional resonance creates a deeper connection with your brand creating brand recall. One can forget a simple grocery list, but not a wonderful meal from the ingredients on the list – stories are the ‘delicious meal’ for the brand. A few important ingredients are as follows:
Authenticity: Don’t fabricate facts, and let your brand’s mission and vision shine through.
The Customer is the HERO: The protagonist of this plot should always be the customer and never the product. It should always be about solving a problem for the consumer.
Effective storytelling goes beyond connection; it inspires action.
Shiva Bhavani, Founder & CEO, Wing Communications
Shiva Bhavani, Founder & CEO, Wing Communications
Compelling storytelling can help companies stand out in a crowded marketplace by creating an emotional connection with their audience and differentiating their brand. Crafting relatable characters, whether they are customers, employees, or fictional personas, allows the audience to connect with the story on a personal level. Showcasing real people and their experiences builds trust and credibility for the brand. Identifying the challenges and problems the target audience faces and positioning the brand as the solution creates tension and excitement. Guiding the audience through a journey of overcoming obstacles and achieving success keeps them engaged and invested in the story.
Crafting a true-to-brand narrative that aligns with the company’s mission, values, and unique selling proposition creates authenticity. Incorporating customer stories and testimonials further humanises the brand and provides social proof.
Consistently telling the brand’s story across multiple channels, from social media and blogs to email newsletters and offline mediums, reinforces the narrative and creates a cohesive brand identity. An omnichannel approach ensures the audience encounters the story at various touchpoints, enhancing its impact. By incorporating these elements into their storytelling, companies can create compelling narratives that captivate their audience, establish an emotional connection, and differentiate themselves in a crowded market.
Sonalika Pawar, CEO, Bold and Beyond
Sonalika Pawar, CEO, Bold and Beyond
Compelling storytelling holds immense power in helping companies distinguish themselves in a crowded market. At its core, storytelling is a fundamental aspect of human communication, ingrained in our culture since ancient times. From childhood tales to personal anecdotes, everyone possesses the innate ability to narrate stories that captivate and resonate with others.
For companies, leveraging the art of storytelling can be transformative. By crafting narratives that go beyond mere facts and figures, businesses can forge deeper connections with their audience. These narratives humanize the brand by instilling emotions and creating memorable experiences that leave a lasting impression.
Effective storytelling not only helps companies stand out but also plays a pivotal role in building trust and credibility. By sharing authentic stories that reflect their values, mission, and journey, companies can engage with their audience on a more personal level. This authenticity fosters a sense of transparency and relatability, strengthening the bond between the brand and its customers.
There is a famous quote by Plato: “Those who tell stories rule the world.” This is so relevant, even today. In fact, brands don’t exist without stories; take any successful brand, and it will have a great story that has been told multiple times. Stories make an emotional connection with the audience, making a lasting impact.
In public relations, storytelling can serve as a powerful tool for crafting strategic narratives that actively engage audiences, drive engagements, and build trust and credibility.
Narratives can add layers and characters to stories, making them more effective and impactful. So, it’s important to understand what your audience would like about you, and then go ahead and build your story.
Ritika Garg, founder & CEO, AvancePR
Ritika Garg, founder & CEO, AvancePR
Storytelling is a powerful tool for companies to distinguish themselves in a competitive market. By weaving compelling narratives into their marketing and communications strategies, businesses can create a strong emotional connection with their audience. This connection fosters loyalty and enhances brand recall.
Effective storytelling involves presenting the company’s journey, challenges, and successes in a way that resonates with customers’ aspirations and values. It’s not just about selling a product or service but about sharing a story that aligns with the ethos of the audience. For instance, highlighting how a product is developed, the inspiration behind it, or the impact it has on customers’ lives can captivate attention.
Moreover, stories can be told through various mediums, such as videos, blogs, podcasts, and social media, making them accessible and engaging. By consistently delivering authentic and relatable stories, companies can not only attract new customers but also build a community of dedicated followers.
Great companies are master storytellers. Like riveting films, they captivate audiences by embedding their brand into narratives that speak to their audience’s aspirations and challenges, making their message unforgettable.
Storytelling is an art that can make or break a company’s image. Companies that understand this and become master storytellers have the potential to stand out in a crowded marketplace.
To truly capture the attention of your audience, it is essential to embed your brand within narratives that speak to their aspirations and challenges. By aligning your company’s goals with the desires and dreams of your target market, you create a connection beyond mere transactional relationships. This connection taps into your audience’s emotional core and makes your message unforgettable.
But it doesn’t end there. To elevate your storytelling to the next level, it is crucial to position your company within the larger story of our society’s progress. By aligning your narrative with the values and aspirations of society, you foster a sense of greater purpose and relevance. This helps your company resonate more deeply with the citizenry and positions you as a contributor to societal progress.
Sonali Sokhal, Founder, Intelliquo
Sonali Sokhal, Founder, Intelliquo
Rule of thumb is, that each journalist is looking for a compelling story. In terms of the content, this usually focuses on the following points:
Are you addressing a need gap? Are you solving a problem no one has solved before as efficiently as yourself?
Are you creating impact? Will your legacy leave the world a better place? Is there job creation?
Are you creating disruption or innovation in design, process or technology?
Are you growing at an impressive reach?
Is your brand future-proof? Does it have best practices?
Rohini Saldanha, Founder, The PR Stop
Rohini Saldanha, Founder, The PR Stop
Every brand is different. Thus, PR strategy and tactics differ and need to be tailored depending on the goals of a brand. Every client is looking to partner with individuals and teams that can help them create a greater impact for their businesses through a better understanding of their business strategy and recognising the business issues facing them. PR does just that.
As a PR practitioner, you get to be a trusted advisor to your clients with a deep understanding of their core business issues, helping them to reassess their strategy and find a competitive advantage.
When people refer to PR as spinning a narrative or finding a hook, one should remember that PR can never float a fake narrative nor craft a new one. Your company is what it is. PR can’t change that. With each brand being unique, PR is very useful in making a brand’s personality come alive.
The science of PR is strategically looking at ways of knowing how to take what you have and finding ways to make it relevant to the media and target audience that you want to reach. Of identifying a need gap that exists with your target audience, commonalities that make you more relevant, or striking an emotional connection with them that makes your brand message resonate or at least grab their attention. PR is an art form that requires analytical thinking and a strategic bent of mind to make the most impact.
Storytelling is a key component of any communication strategy, whether in PR or advertising. People connect with stories rather than products or services. A compelling story can evoke emotions such as nostalgia, motivation, or simply a feel-good factor. Effective narratives often draw from the founder’s journey, personal learnings, or imaginative concepts. Authenticity is crucial—your story should be unique and reflective of your brand’s essence. This authenticity will be your differentiating factor and resonate more deeply with your audience.
Ashutosh Srivastava, Founder, Point One Communications
Ashutosh Srivastava, Founder, Point One Communications
For any PR approach to be successful, it must have a compelling storytelling element that connects companies with their audience on a more personal level. We live in an age where every channel is saturated with media and therefore having an interesting story is not just an option but rather; it is mandatory for one to be noticed amidst the noise.
Storytelling begins with being genuine and useful. Our narrative should combine the unique parts of the company’s history, its values, and what it offers with the intent to touch souls and move people’s minds who are important to us. Furthermore, a good story should be relatable as well as stir real feelings such as inspiration, compassion, or joy that creates something meaningful beyond mere brand endorsement.
Similarly, storytelling also appeals to different audiences by taking them into the narrative that stimulates their imagination leading them into dialogue. Through utilization of stories throughout various tools from press releases, to interviews, to articles, etc, PR campaigns should create immersive experiences that preserve uniqueness and make customers stay longer while leaving others behind.
Caleb David, Founder & CEO, Perez Consulting
Caleb David, Founder CEO, Perez Consulting
Storytelling continues to be the best form of communication today, evolving to meet current consumption patterns of news and data. Modern storytelling must be well-crafted, easy to use, and easy to share. Integrating contemporary references helps ensure an immediate connection with the audience. Additionally, narratives should be crisp and concise to hold attention effectively.
India, with its rich storytelling tradition from the Ramayana and Mahabharata to the Panchatantra, demonstrates the timeless appeal of stories. This cultural legacy is evident in brands like the Tata Group, whose journey from humble beginnings to global prominence embodies resilience and social responsibility. Similarly, Amul India’s iconic campaigns blend humor and social commentary, making the brand a cultural phenomenon.
Authenticity is crucial in storytelling, capturing the brand’s essence with sincerity and integrity. Attention to detail, much like the plot twists in Bollywood films, ensures every element, from logo design to domain choice, enriches the narrative. As businesses embrace digital platforms, storytelling evolves, offering new ways to connect with audiences through social media and immersive websites.
At Perez Consulting, we believe consistency is key. Maintaining a cohesive narrative across all touchpoints builds lasting connections and helps brands stand out. By celebrating culture and commerce, we harness the power of storytelling to inspire, connect, and drive meaningful change, crafting stories that shape the future.
Sowmya Iyer, Founder & CEO, Clarity Communication
Sowmya Iyer, Founder & CEO, Clarity Communication
Compelling storytelling serves as a powerful tool for companies to captivate audiences and differentiate themselves in competitive markets. By weaving narratives that resonate emotionally with stakeholders, companies can evoke empathy, build trust, and leave a lasting impression. Authenticity and genuine effort in PR campaigns underscore the importance of crafting narratives rooted in truth and sincerity.
Effective storytelling involves identifying unique brand attributes, understanding audience preferences, and delivering messages in a relatable and engaging manner. Incorporating visuals, testimonials, and real-life anecdotes can further enhance the impact of storytelling efforts.
Storytelling is the essence of connection, and at Apostrophe Communications, it’s the heart of our PR strategy. I’ve always believed that a good story transcends mere facts and figures; it touches lives and shapes perceptions. Our campaigns are built on this philosophy, and the results speak volumes—a 50% increase in community engagement and a 40% rise in customer loyalty. These numbers are significant, but the real success lies in the stories behind them.
Each narrative we craft is a bridge between the brand and its audience, turning every message into a shared experience. It’s about creating a dialogue, not a monologue, and that’s where the true power of storytelling lies. It’s not just about telling; it’s about engaging, inspiring, and leaving a mark on the hearts and minds of people. That’s the kind of storytelling we champion at Apostrophe Communications, and it’s what makes our approach so effective.
Shailesh K. Nevatia, Founder, Grandeavour Communication
Shailesh K. Nevatia, Founder, Grandeavour Communication
Compelling storytelling is a powerful tool for companies to differentiate themselves, connect with their audience on an emotional level, and leave a lasting impact. Effective narratives are authentic, engaging, and resonate with the target audience. They should evoke emotions, convey the company’s values and mission, and create a memorable brand image. By weaving storytelling into their PR efforts, companies can humanize their brand, build trust, and stand out in a crowded market.
The society these days is very aware. They just don’t want to know about the product that the company is making. They are also interested in knowing the background stories. Whether the organization is doing business ethically or is doing anything good for the environment, such things do matter to society and need to be communicated across. Adding such details can make the stories more effective and compelling.
In today’s crowded industries, standing out can be a challenge for companies. Public relations (PR) plays a crucial role in enhancing market visibility and establishing a strong brand presence. But how exactly does PR make a difference, and what data backs up its effectiveness? With the Advertising market in India projected to grow by 4.54% from 2024 to 2029, reaching a market volume of .01 billion in 2029, it’s clear that strategic PR efforts can significantly contribute to a company’s success.
In tune with this, StartupTalky asked some amazing PR agency founders to share their insights on how PR impacts market visibility and the specific data showing its effectiveness.
Consider the whole of public relations as the art of war in the marketplace. It’s the subtle blade that carves a clear path for companies amidst the chaos of competition. Brand recognition, credibility, and stakeholder relationships—these are the pillars upon which PR elevates market visibility. Deploying tactics like press releases, media relations, and thought leadership, businesses emerge from the shadows into the spotlight.
Reflect on this: a mere 1% increase in PR spending can fuel a 1.1% surge in sales. It’s the steady drumbeat of PR that imprints a company’s name in the minds of its audience. Media’s glowing portrayal and nods from industry titans bestow upon a company the mantle of trust. Indeed, 92% of consumers would take the word of an expert over the siren calls of ads.
In this crowded arena, earned media’s authenticity trumps paid advertisements, granting PR an unmatched edge. Quantifying PR’s influence is akin to capturing lightning in a bottle, yet media mentions, impressions, share of voice, and engagement—these metrics whisper tales of its prowess. Studies corroborate that robust PR strategies can swell a company’s brand value by 30% against those with faltering PR fronts.
Monitoring sentiment, leads, and sales tied to PR endeavours reveals the true extent of its return on investment. PR is not just a tool but a masterstroke for companies to distinguish themselves, foster trust, and captivate their audience. With strategic PR campaigns and vigilant impact assessment, businesses don’t just compete; they thrive and ascend.
A well-planned PR strategy can help in building effective relationships and maintaining a positive image of the company, enhancing visibility, credibility, and trust for the brand. In today’s crowded marketplace, where multiple brands are trying to capture audience attention, PR can help build positive perception for brands, and as the adage goes, ‘Perception is Reality’, and positive perception helps a company stand out in the market.
There are multiple ways to monitor the success that effective PR can have for a brand. There are media monitoring tools that can analyse mentions in the media, further segregating them as positive or negative. Share of voice is an effective data set to track changes in perception for an entity. The rise of social media has been a great boon for PR. Now you can track campaign success by just checking the conversations happening for a brand online. Website traffic data also shows the effectiveness of PR, as does customer feedback.
Visibility isn’t just about showing up; it’s about showing up differently. In our hypercompetitive business landscape, where countless companies are vying for consumer attention, the importance of communication cannot be overstated. It is essential to create a relevant and resonant narrative with your stakeholders.
Gone are the days when simply having a product or service was enough to attract customers. Nowadays, consumers are bombarded with a barrage of marketing messages from various sources, making it increasingly challenging for businesses to capture their attention. This is where good storytelling comes in.
Strategic communication helps companies establish a strong brand identity, build trust, and foster meaningful relationships with their stakeholders by crafting a compelling narrative. Narrative building plays a vital role in shaping public perception and reputation. It helps companies navigate crises and unfavourable situations, ensuring their brand image remains intact.
In addition, one of the critical aspects of storytelling is its ability to connect with people on an emotional level. By tapping into the emotions of their audience, companies can create impactful and memorable campaigns that resonate with individuals on a deeper level.
Ultimately, by understanding the power of emotions and leveraging them effectively, communication can significantly affect how a company is perceived in a crowded market. It allows businesses to humanize their brand, establish genuine connections, and evoke positive feelings that leave a lasting impression on their target audience. Embracing the emotional facet of communication is essential for companies looking to build visibility and create meaningful and long-lasting bonds with their stakeholders.
Sonali Sokhal, Founder, Intelliquo
Sonali Sokhal, Founder, Intelliquo
PR is a long-term strategy that yields strong results across a period. It works across crowded industries, as a build-up, as well as advocacy. A well-defined PR strategy helps companies stay visible by prolonged exposure to the appropriate target audiences. It also allows brands to create a layered narrative for their brand.
In terms of specific data, we need to measure PR beyond the oft-repeated AVE and impressions. While the most important data today is the number of impressions or eyeballs any outreach can get, other metrics like engagement, share of voice, and tonality are equally important. Ideally, these data sets should be measured across a quantifiable period of time.
Rohini Saldanha, Founder, The PR Stop
Rohini Saldanha, Founder, The PR Stop
If you deploy PR merely to garner visibility, then you are better off promoting your company or self on a billboard. Only the wise will know that when you harness PR as a tool in your marketing arsenal, you are ready to face any challenges that might befall you. You are prepared! It is truly the most effective solution to resolving any of your business problems at any stage of your company’s lifecycle.
Of course, it increases your visibility, but it does more than that. It helps build brand identity, strengthen your brand narrative, and reaffirms the facts, thus setting the record straight while protecting your image and enhancing your reputation and credibility.
While reach be it readership, viewership, likes, or impressions are usually looked at to determine PR effectiveness, they may not necessarily be telling the whole story. I think data unfortunately does not do justice to PR. I wish there was a way that we could analyse emotions, perceptions, and opinions as that is the goal of PR to evoke an emotion, to change a perception, and to form an opinion.
Ashutosh Srivastava, Founder, Point One Communications
Ashutosh Srivastava, Founder, Point One Communications
Public relations is essential for enhancing market visibility in crowded industries, creating differences and fostering credibility. In today’s hyper-competitive environment where companies battle one another for consumers’ attention amidst a sea of alternatives, strategic PR initiatives are imperative. This is done by crafting compelling stories, disseminating strategic messaging and developing relationships with key stakeholders. By doing so, PR practitioners ensure that their brands cut through the clutter hence always being on top of mind among customers as well as industry insiders.
There are several points to prove the effectiveness of PR in boosting market visibility. One of them being ‘positive media coverage’ which can be linked to building consumer trust. Another point is ‘Earned media’ which is considered reliable above all other sources of information. Tangible indicators such as increased brand mentions, website traffic or social media engagement along with PR campaigns also show its impact.
Caleb David, Founder & CEO, Perez Consulting
Caleb David, Founder CEO, Perez Consulting
Public relations (PR) significantly enhances market visibility for companies in crowded industries. An effective PR campaign is both strategic and sustained, ensuring the brand remains in circulation with relevant narratives and conversations. By maintaining active presence across multiple platforms and formats, a brand can elevate and expose itself, even in a saturated market.
Data shows that companies with consistent PR efforts see higher brand recognition and customer engagement. For instance, brands that engage in sustained PR campaigns often experience up to a 30% increase in media mentions and a significant boost in online visibility, illustrating the tangible impact of PR.
Shutapa Paul, Founder, Dharma Media Consultants
Shutapa Paul, Founder, Dharma Media Consultants
Public relations is what makes or breaks a brand’s identity. We often mistake it to be just press releases or fancy events, but an effective PR strategy can elevate a brand’s recall and embed it into public perception for decades to come. Successful PR campaigns leverage the power of storytelling. While PR’s impact cannot be measured in absolute numbers, we rely on metrics such as media coverage, earned media value, sentiment analysis, and share of voice. A Cision study said that every $1 spent on earned media generates $8 in brand value.
PR enhances brand awareness, recognition, and perception and, consequently, the sectoral leadership of its leaders. People have an affinity for familiar brands, as revealed by a 2023 Nielsen survey that said that 60% of consumers prefer products from familiar brands and 90% trust earned media over traditional advertising. By leveraging ‘earned media’, PR becomes a powerful tool to build thought leadership and demonstrate domain expertise. A LinkedIn study found that 55% of decision-makers rely on thought leadership content to evaluate potential partners.
Sowmya Iyer, Founder & CEO, Clarity Communication
Sowmya Iyer, Founder & CEO, Clarity Communication
By strategically crafting and disseminating messages to target audiences through various media channels, PR professionals can amplify a company’s presence and differentiate it from competitors. I Sowmya Iyer, CEO of Clarity Communication, emphasize the importance of transparency and authenticity in PR efforts, which resonates well with audiences in today’s information-savvy landscape.
Specific data indicating PR effectiveness includes metrics such as increased media mentions, positive sentiment analysis, website traffic generated from PR campaigns, and ultimately, measurable growth in brand awareness and reputation.
Reflecting on my journey with Apostrophe Communications, I’ve come to understand the profound impact PR has on market visibility. It’s a realm where data and creativity intertwine to tell a story that not only reaches but also connects with the audience. Our approach has been transformative, leading to a 120% increase in media exposure for our clients within mere six months. This isn’t just about being seen; it’s about creating a narrative that resonates deeply, turning passive observers into active participants and brand advocates.
Each campaign is a chapter in a brand’s story, meticulously crafted to leave a lasting impression. It’s this commitment to storytelling and strategic communication that has allowed us to outshine our brands in a crowded marketplace.
Shailesh K. Nevatia, Founder, Grandeavour Communication
Shailesh K. Nevatia, Founder, Grandeavour Communication
Public Relations (PR) plays a crucial role in enhancing market visibility for companies in competitive industries by managing their reputation, building brand credibility, and creating positive relationships with the public and media. Effective PR strategies can differentiate a company from competitors, attract attention, and establish a strong presence in the market.
Specific data demonstrating PR effectiveness includes increased media coverage, improved brand recognition, enhanced customer trust, and measurable growth in sales or leads. However, the scope of PR is much more than the measurable data.
PR is not just marketing; it is more about communicating your brand’s message to the general public and the government. In today’s world, where everything is connected, PR has become even more important. In a world connected through social media, it is not just important for companies to have great products. Sending the right message that resonates with the customers is equally important. The essence of PR lies in the impression that it leaves on the minds of the audience.
Sonalika Pawar, CEO, Bold and Beyond
Sonalika Pawar, CEO, Bold and Beyond
PR plays a crucial role in enhancing the market visibility of companies operating in crowded industries. While many associate PR primarily with crisis management, its influence extends far beyond just damage control. Traditionally, PR serves as a bridge between individuals and brands, facilitating awareness, consideration, and visibility. In today’s dynamic landscape, PR has evolved beyond conventional methods, leveraging various platforms to disseminate news effectively. Particularly, social media emerges as a predominant medium, which PR adeptly utilizes to engage audiences.
Effectively executed PR campaigns not only bolster brand recall but also elevate visibility amidst stiff competition within crowded industries. Measuring the efficacy of such campaigns provides valuable insights into their impact. Data analytics play a pivotal role here, enabling companies to gauge audience reach, engagement levels, and sentiment analysis. By harnessing these metrics, organizations can fine-tune their PR strategies to maximize market visibility and stay ahead in highly competitive environments.
If you are a brand in a crowded market such as skincare, F&B, or even personal finance, you need to build credibility to stand out. While there are many ways to establish yourself as a differentiator, PR is a crucial tool that helps maintain visibility among your competitors. Data shows that companies engaging in consistent PR efforts see increased brand recognition and customer trust.
Ritika Garg, founder & CEO, AvancePR
Ritika Garg, founder & CEO, AvancePR
In today’s crowded marketplace, Public Relations (PR) is vital for any company aiming to stand out. Effective PR strategies enhance visibility and build a positive reputation, which are crucial for attracting customers and investors. By strategically communicating the company’s values, achievements, and innovations through various media outlets, businesses can establish a strong presence and foster trust. This trust not only attracts new customers but also retains existing ones, facilitating long-term success.
Moreover, PR helps manage crisis situations, ensuring that the company maintains its reputation under adverse conditions. Utilizing PR effectively allows companies to differentiate themselves, highlight their unique selling propositions, and compete more effectively in their respective markets. In essence, PR is not just about maintaining a positive image; it’s a strategic tool that contributes directly to a company’s growth and sustainability.
New Delhi [India], May 28: For aspiring civil servants in India, the path to an IAS officer position is often seen as an expensive one. Coaching institutes with hefty fees can create a significant financial barrier. But the Catalyst Group, with branches in Jaipur and Delhi, is challenging this notion by offering quality UPSC preparation at an affordable price.
Their unique approach focuses on providing students with the necessary tools and guidance for success, all for a yearly fee of just ₹16,000. Over the past three years, Catalyst Group has shattered the myth that selection requires exorbitant coaching fees.
The institute boasts an impressive track record. In 2022, they celebrated the success of 35 students who cleared the rigorous UPSC exam. And in 2023, the number climbed even higher, with a remarkable 21 students securing positions in the coveted civil services.
Leading the charge is Mr. Akhand Swaroop Pandit, the institute’s founder. A UPSC rank holder himself (All India Rank 144), Mr. Pandit left behind a secure government position as an Assistant Commissioner/Director in 2017, driven by a passion to make quality education accessible.
Rishab, a recent UPSC topper and Catalyst Group alumnus, attributes his success to the exceptional guidance he received from Mr. Pandit and the entire Catalyst team. “The way they taught the subjects at such a nominal fee is just outstanding,” he says. He emphasizes the importance of the personalized mentorship provided by the institute, which he believes played a key role in his achievement.
The Catalyst Group’s story is one of defying expectations. They are proving that with the right guidance and dedication, even with limited financial resources, the dream of becoming an IAS officer can become a reality.
Digital Marketing Expert’s Innovative Content Marketing Strategy and Ethical SEO Tactics Drive Significant Revenue Growth for Yoga and Meditation Service Provider.
New Delhi (India), May 28: In a remarkable display of digital marketing expertise, Ankit Jaitly, founder of 365Digital, has successfully helped a leading yoga and meditation service provider achieve a staggering 50% increase in online sales in just three months.
With his extensive experience in digital marketing, Ankit leveraged his expertise in PR management and SEO services to craft a customized strategy that propelled the service provider’s online presence and drove significant revenue growth.
The success story began when the service provider approached Ankit, seeking to improve its online visibility and increase sales. Recognizing the provider’s unique strengths and challenges, He developed a comprehensive content marketing strategy that focused on creating high-quality, engaging content that resonated with the target audience.
Through topical coverage and specialized link-building outreach, Ankit ensured that the service provider’s online presence was optimized for maximum visibility. By targeting relevant keywords and topics, Ankit was able to increase the provider’s online visibility, drive more traffic to its website, and establish it as a trusted authority in the yoga and meditation space.
What’s more impressive is that this significant growth was achieved without resorting to paid link-building or any unethical tactics. Ankit Jaitly’s commitment to transparency and authenticity has earned him a reputation as a trusted and results-driven digital marketing expert.
“We were struggling to connect with our target audience and drive sales online,” said Emily William, Owner of the yoga and meditation service provider. “Ankit Jaitly’s guidance and expertise have been instrumental in helping us achieve our goals. We’re thrilled with the results and look forward to continued growth and success.”
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Compaq dominated the PC industry in the 1980s and 1990s. It was the first brand to develop a legal IBM PC clone successfully. They set ultimate standards in the desktop computers and servers market space. Their service was so good that they dethroned IBM as the best PC brand.
Compaq once was the epitome of innovation and success. It took the computer world by storm. It had quite a remarkable journey that ended in disastrous failure. It was a former computer retailer giant until its acquisition.
This is the story of its unfortunate downfall. What could have ended its glorious reign? Time to find out!
The 1990s saw Compaq reach its peak. It became the biggest PC (personal computer) supplier across the world. However, its rise was not sustainable. Why? It failed to adjust to the changing times. Compaq could not cater to the consumer preferences.
Its focus was on low-quality PCs with low cost. Their emphasis was always on affordable products. Hence, they could not grapple with the new technology trends. Overlooking user-friendly technology and connectivity led them to lose the battle against other big forces like Dell, HP, and IBM.
Unfortunately, Compaq lost its battle against big companies. Finally, in 2002, HP acquired the company.
Global PC Market Share by Units, Percent in 2000
Beginning of a Downfall: A DEC Merger Gone Wrong
Many would argue that the merger with Digital Equipment Corporation (DEC) was the beginning of Compaq’s inevitable downfall. In the beginning, Compaq was still at the top of the industry. On paper, this merger was everything good. However, practically, it did not play out properly. Let’s understand how this merger contributed to Compaq’s downfall:
Compaq emphasizes functionality and power. Their focus advertisement was in the opposite direction of other contemporary companies. It did not move towards nix Systems and minicomputers like DEC. The merger first got a push from 42nd to 28th in the Fortune 500, putting it ahead of Intel.
DEC and Compaq were a great match. However, DEC also had other products like minicomputers, computer chips, and Unix systems. These had no use to Compaq. But still, it did invest in these products as well.
Compaq paid almost $9.6 billion to DEC in 1998. The company divested some of the DEC’s parts that it did not want. Then, Intel bought what was left of the chip-making business. This happened before the Compaq-DEC merger came into effect.
After a year, Compaq sold the search engine to Altavista, and DEC sold its printer business to Genicom. The rough estimation of the deal was nearly $2.3 billion.
Soon after the merger, the CEO and CFO of Compaq had to resign from their positions. Their sales dropped, and they fell into the trap of many scandals. According to surveys, in 1999, companies like IBM, Dell, and HP saw a rise in their sales. Consequently, Dell took over Compaq and reached the top of the PC industry.
Compaq’s merger with DEC is not the only reason for its downfall. There are other factors at play here. Let us take a look at these reasons:
Failure to Cope with Changing Technologies
The company faced a drastic sales dent in 1999. Businesses were worried that their ancient technology would succumb to the Y2K bugs. Dell, HP, and other big companies saw technology as an opportunity and acted upon it. However, Compaq failed to see a loss in revenue and surplus inventory.
Deteriorating Company Culture
Workplace culture is more important than we might understand. The merger did not improve company morale. The differences started to degrade the workplace culture. Employees missed deadlines, and sales dropped. Retailers felt compelled to sell the products at insanely low rates. Partners were not happy, given such a culture.
Failure to Battle with Increased Competition
Intel took over the status of Compaq. It began a campaign that developed the idea that a computer’s most important part is the CPU.
The competitors sold products at a less expensive rate. Moreover, they also offered essential computer parts. Intel was a large company that easily beat Compaq in profits and revenue. Finally, HP acquired Compaq after losing its market value and shares.
Failure to Walk in Sync with the Market Trends
The company could not embrace the retailer-to-consumer business model. Its other contemporary companies did not commit this mistake. Compaq and Dell were traditional retailers.
However, Dell adjusted to the change to better consumer interaction and better customer service with quick delivery. When Compaq could not adapt to the direct consumer sales, others overtook it in the race.
The Bust of Dot Com Bubble
The dot com bust was harmful to Compaq in two most prominent ways. First came the quick fall of several internet startups. Next, Compaq lost a big chunk of customers because dot coms usually bought huge numbers of apparatus.
Some may not even be in use. Compaq had to fight its surplus until the market could absorb it. When the company liquidated its assets the market was also dwindling with surplus equipment flow.
The early 1990s and 2000s gave Compaq a tough time. A wrong merger is a huge dent in a company’s reputation and revenue. They could apply proper strategies to combat difficult times if they could adjust to the market’s needs.
The company could have used technology to its advantage. However, it did not innovate nor create any counter-business model. After the merger, they could have made the next destructive wave in their counterattack.
The new technology core has several advantages:
Capitalizing on these new opportunities could help Compaq to please consumers and predict their preferences.
Consumers are now picky about pricing and product preferences. So, Compaq could create a positive effect by focusing on smartphones and other advanced gadgets.
Why Did Compaq Fail | Compaq Downfall Timeline
Compaq’s Failure: Key Highlights
As we have learned, several factors have contributed to Compaq’s downfall. A once-celebrated Compaq was now like a fallen angel.
Hewlett-Packard (HP) acquired Compaq in 2002 for approximately $24.2 billion.
After the acquisition, Compaq products got a rebranding as lower-end HP PCs.
In 2013, the Compaq brand was discontinued.
Several companies often fail due to a lack of innovation, changing market trends, underestimating competitors, etc.
Brainstorming and constant innovation are what businesses need to have a sustainable future.
So, streamlining your business with proper management processes improves engagement and sales.
To Wrap Up
There is a good chance that people think of Microsoft, Apple, Dell, and HP when they think about big PC players. However, the scenario was a bit different two decades ago. The big brand was none other than Compaq. People would have considered Compaq their first choice when purchasing their personal computers.
Compaq did put up a fight until the very end. It tried to battle the inevitable. However, Compaq could not stop the pending doom. The merger with DEC started a domino effect that caused irreversible damage. Next was the dot com bust that added to the fire. It hurt Compaq in its own market space. The company had quite a good run. However, its shortsightedness resulted in a spectacular failure.
FAQs
What was Compaq known for?
Compaq was a leading PC manufacturer in the 1980s and 1990s. It was the first brand to develop a legal IBM PC clone successfully.
Which company acquired Compaq?
Hewlett-Packard (HP) acquired Compaq in 2002.
What lessons can we learn from Compaq’s downfall?
To stay competitive, businesses must adapt to changing markets, embrace innovation, and maintain a strong company culture.
This article has been contributed by Abhinandan Jain, Chief Growth Officer, Startek.
Conversational AI, the technology powering chatbots and virtual assistants, is rapidly reshaping customer interactions. Imagine a tireless AI assistant, available 24/7, that personalizes the customer journey, answers questions with ease, and even streamlines lead generation. Studies show its potential – a report revealed that 67% of U.S. millennial internet users are more likely to purchase from brands using a chatbot. However, simply deploying a chatbot isn’t enough. Seamless integration with existing systems is crucial for a smooth user experience and maximizing the benefits of conversational AI.
This guide outlines the key steps to implementing conversational AI and achieving successful integration, ensuring a positive impact on your customer experience.
Before diving into development, clearly define your objectives for deploying conversational AI. Are you aiming to streamline customer service by deflecting simple inquiries to the AI assistant? Perhaps your goal is to boost lead generation by engaging website visitors with targeted product recommendations. Identifying these goals will shape the design and functionality of your virtual assistant, ensuring it tackles the specific challenges you face.
Next, get to know your target audience intimately. Who will be interacting with this AI assistant? Are they tech-savvy millennials comfortable with messaging apps, or a demographic who prefers traditional website chat interfaces? Understanding their demographics, preferred communication channels, and common pain points is crucial for tailoring the conversational experience to their needs. Conducting user research through surveys or focus groups can help you gather valuable insights into these aspects.
For instance, if your target audience primarily consists of older adults who are new to online shopping, your conversational AI should prioritize clear and concise language, avoiding technical jargon. It should also offer multiple communication channels, such as voice and text chat, to cater to different preferences.
Choosing the Right Conversational AI Platform
With a vast array of conversational AI platforms available, selecting the right one can be daunting. Here are some key factors to consider when evaluating your options:
Ease of Use: Consider the technical expertise within your team. Some platforms offer user-friendly interfaces with drag-and-drop functionalities, while others may require coding knowledge.
Scalability: Choose a platform that can scale up or down to meet your changing business needs. As your customer base grows, your conversational AI solution should be able to handle the increased volume of interactions.
Integration Capabilities: Ensure the platform seamlessly integrates with your existing CRM system, ticketing software, or other relevant tools for a holistic view of customer interactions. This allows the AI assistant to access relevant customer data and provide a more personalized experience.
Customization Options: Evaluate the level of customization offered by the platform. Some platforms provide pre-built templates, while others allow for more granular control over the look and feel of your AI assistant. Consider the level of customization needed to align the AI assistant with your brand identity.
Generative AI Model: Look for platforms that utilize effective generative AI models with pre-trained data sets for the specific languages your conversational AI will need to understand. These pre-trained models provide a strong foundation for your AI assistant’s ability to interpret and respond to user queries accurately.
By carefully considering these factors, you can choose a platform that aligns with your business requirements and technical capabilities.
Design a Seamless Conversational Experience
Crafting a natural and intuitive user experience is key to the success of your conversational AI solution. Here’s what to focus on:
Conversational Flow: Map out different user journeys, anticipating various scenarios and questions your users might encounter. Design the conversational flow to mimic natural human interactions and provide clear guidance throughout the interaction. This includes offering multiple response options, allowing users to clarify their intent, and providing easy navigation within the conversation.
Language, Tone, and Personality: Determine the personality you want your AI assistant to exude. Should it be friendly and informal, or professional and informative? Align the language and tone with your brand voice and target audience. For example, a brand targeting young adults might opt for a more casual and conversational tone, while a financial services company might choose a more professional and authoritative approach.
Natural Language Understanding (NLU): Utilize NLU capabilities to enhance the accuracy of user intent recognition. This ensures your AI assistant understands the underlying meaning of user queries, even when phrased in unconventional ways. Advanced NLU capabilities allow your AI assistant to handle variations in language, slang and colloquialisms, providing a more natural and engaging experience.
Sentiment Analysis: Integrate sentiment analysis to gauge user emotions during conversations. This allows your AI assistant to adapt its responses accordingly, providing a more empathetic and supportive experience. For instance, if a customer expresses frustration, the AI assistant can offer apologies, de-escalate the situation and connect them with a live agent for more complex issues.
Most Important Attribute Of The Customer Experience
Development, Deployment and Integration
Once you’ve designed your conversational experience, it’s time to develop and deploy your solution. Depending on your chosen platform, development might involve coding or utilizing visual interfaces. Thoroughly test your AI assistant to identify and address any bugs or functionality issues before deploying it live. Here are some additional considerations for a successful deployment:
Data Security: Ensure the platform adheres to industry standards for data security and privacy. Customer data entrusted to your conversational AI solution should be protected with appropriate safeguards.
Knowledge Base Development: Create a comprehensive knowledge base to train your AI assistant. This knowledge base should include frequently asked questions, product information, troubleshooting guides and any other relevant content your AI assistant might need to draw upon to answer user queries accurately.
Testing and Refinement: Continuously test and refine your AI assistant’s responses. Gather user feedback through surveys or in-app prompts to identify areas for improvement. Analyze conversation transcripts to identify recurring issues or misunderstandings and update your knowledge base and conversation flows accordingly.
Integration with Existing Systems
Integration with existing systems is crucial for maximizing the impact of your conversational AI. Here are some key integrations to consider:
CRM System Integration: Integrate your AI assistant with your CRM to access customer data and personalize interactions. This allows the AI assistant to provide relevant information and a more efficient resolution of customer inquiries. For example, if a customer inquires about a previous order, the AI assistant can access their order history within the CRM and provide them with the necessary details.
Ticketing System Integration: Connect your AI assistant with your ticketing system to streamline the process of creating and tracking support tickets. This eliminates the need for customers to repeat information and ensures seamless handoff to human agents when needed. When a customer encounters a complex issue beyond the AI assistant’s capabilities, it can automatically generate a support ticket and route it to the appropriate agent.
Payment Gateway Integration: Consider integrating with payment gateways to facilitate transactions directly through the chat window. This can enhance the customer experience by offering a quick and convenient way to complete purchases without leaving the chat interface.
Monitoring, Optimization and Continuous Improvement
The journey with conversational AI doesn’t end with deployment. Continuously monitor its performance through analytics tools, tracking key metrics such as user engagement, satisfaction and conversion rates. Analyze these metrics to identify areas for improvement and iterate on your conversational AI solution. Here are some ongoing considerations:
Performance Monitoring: Track key metrics to gauge the effectiveness of your AI assistant. Monitor user engagement rates, conversation completion rates, and identify areas where users are dropping off. Analyze these metrics to identify potential issues with the conversation flow or the AI assistant’s understanding of user intent.
User Feedback: Gather user feedback through surveys or in-app prompts to understand user sentiment and identify areas for improvement. Actively solicit feedback on the clarity, helpfulness and overall experience provided by the AI assistant.
Continuous Learning: Conversational AI is a constantly evolving field. Stay updated on advancements in natural language processing and machine learning to continuously improve your AI assistant’s capabilities. Regularly update your knowledge base with new information and refine your conversation flows based on user interactions and feedback.
Conclusion: The Future of Customer Experience
By following these steps and embracing a continuous improvement mindset, you can leverage conversational AI to its full potential. A well-integrated conversational AI system can become a valuable asset, transforming the way your business interacts with customers. It can streamline processes, personalize interactions, and ultimately lead to increased customer satisfaction and loyalty. As conversational AI technology continues to evolve, businesses that embrace it early and prioritize a seamless user experience will be well-positioned to thrive in the ever-changing customer landscape. Conversational AI has the potential to redefine customer experience, offering a more natural, efficient and personalized approach to customer interactions. By implementing conversational AI effectively, businesses can build stronger relationships with their customers and drive long-term success.
Parnas Ghosh
