PR must offer clear career progression to retain skilled professionals: Abhishek Puri

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.

In our exclusive weekly column – PR Conversation – Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.

In conversation with Adgully, Abhishek Puri, Corporate & Marketing Communications, NIIT Limited, discusses core strategies for enhancing NIIT’s brand presence, approaches to crisis management, challenges in attracting and retaining PR talent, and strategies for addressing these challenges. He also explores the impact of the podcast revolution on the PR sector and more.

How has your experience at NIIT been? What have been the key challenges and opportunities?

My experience at NIIT Limited has been incredibly rewarding. The role allows me to leverage my extensive background in PR & Corporate Communications to elevate the brand’s visibility in a competitive market. The key challenge has been navigating the rapidly evolving digital landscape while ensuring the brand remains relevant and impactful. However, this also presents an opportunity to innovate in our communications strategies and engage with a broader audience.

What are the core strategies to enhance NIIT’s brand presence?

• Digital-First Approach and Personalization: NIIT’s strategy must prioritize a digital-first approach, ensuring that every online interaction is not only seamless but also engaging. This involves optimizing our digital platforms for effortless navigation and embracing e-learning innovations to meet the evolving needs of our audience. Alongside this, we focus on personalization, tailoring our content and offerings to resonate with individual learners and corporate clients, thus enhancing user engagement and satisfaction.
• Positioning as an Industry Thought Leader: To solidify NIIT’s standing as an industry thought leader, we are deepening our focus on value-driven content and thought leadership initiatives.
• Omnichannel and Data-Driven Strategies: Implementing an omnichannel strategy ensures that our messaging is consistent across all touchpoints, whether through social media, email campaigns, or webinars. Leveraging data analytics and GenAI allow us to continuously refine our strategies, ensuring that our efforts are aligned with market trends, ultimately driving better results and ROI.

What is your approach to crisis management?

My approach to crisis management is grounded in preparedness, transparency, and agility. At Weber Shandwick, I had managed a significant crisis involving a major automobile client facing product recall, government restrictions, protests, technical failures, etc. The key takeaway from that experience was the importance of clear, consistent communication and the need to act swiftly to mitigate reputational damage.

What, according to you, is the key to adapting communication strategies across industries?

Adapting communication strategies across different industries indeed requires a nuanced approach, but the core values of effective PR remain constant. These foundational principles are honed through experience and the guidance of mentors, who impart timeless strategies that apply across sectors:

• Audience-Centric Communication: Regardless of the industry, understanding and tailoring messages to meet the specific expectations and needs of the target audience is paramount. This ensures that the communication resonates and drives engagement, whether in the automotive sector, education, or corporate communications.
• Consistent Brand Voice: While the messaging may need to adapt to fit the specific context of an industry, maintaining a consistent brand voice is crucial. This consistency builds brand recognition and trust across various platforms and audiences.
• Data-Driven Decisions: Leveraging data and insights is essential across all industries to inform strategy, measure effectiveness, and adjust approaches as needed. This analytical approach ensures that the PR efforts are not only targeted but also impactful.

These core values, rooted in experience and the mentorship received throughout my career, provide a solid foundation that can be adapted to the unique dynamics of any sector. They ensure that while strategies may vary, the integrity and effectiveness of the communication remain unwavering.

What are the challenges in attracting and retaining PR talent in today’s market landscape?

The PR industry faces significant challenges in attracting and retaining top talent, particularly in the digital and social media domains. The rapid pace of change in technology demands continuous learning and adaptation. Moreover, the industry must offer clear career progression and a dynamic work environment to retain skilled professionals.

PR firms can implement several strategies to attract and retain talent:

• Continuous Learning Opportunities: Offering training and development programs focused on emerging digital and social media trends.
• Flexible Work Environment: Providing a flexible and dynamic work environment that fosters creativity and innovation.
• Clear Career Pathways: Establishing clear career progression opportunities to motivate and retain talent.

How can PR agencies tap into the podcast revolution?

PR agencies can tap into the growing popularity of podcasts by:

• Developing Branded Content: Creating engaging podcast series that align with the brand's values and resonate with target audiences.
• Leveraging Influencers: Partnering with popular podcast hosts and influencers to amplify brand messages and reach niche audiences.
• Storytelling: Using podcasts as a platform to tell compelling brand stories that engage listeners on a deeper level.

Also Read: Amazon MGM, Excel & Tiger Baby Shine at Toronto with SOM premiere