The Other Circle emerged as a rebellion against the status quo: Aakanksha Gupta

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 an exclusive conversation with Adgully, Aakanksha Gupta, Founder and CEO, The Other Circle, discusses her journey of establishing her own PR firm. She shares insights into the key strategies that have helped her succeed in such a competitive industry and offers her approach to crisis management for brands in today’s fast-paced digital world. Gupta also provides advice to brands on balancing traditional PR with the growing demand for digital and social media-driven communications. Additionally, she highlights the key qualities she looks for when hiring talent, particularly in light of the current talent crunch in the PR industry and more.

From Adfactors PR to founding The Other Circle, you’ve had quite the journey. What inspired you to take the entrepreneurial plunge and establish your own PR firm?

Fresh out of Xavier Institute of Communications in 2009, I dove headfirst into the world of copywriting and PR. But it wasn’t long before I felt the itch – the nagging sense that something was missing in the polished corridors of established PR firms.

I saw a gap in the industry where creativity was suffocating and fresh ideas were often overlooked. This realization sparked the creation of The Other Circle (TOC) in 2013. More than just a PR firm, TOC emerged as a rebellion against the status quo – a place where out-of-the-box thinking wasn’t just encouraged, it was the norm.

My entrepreneurial journey was driven by two key factors. First, I recognized a lack of authentic storytelling in PR, especially in the early 2000s. I believed people craved engaging narratives over traditional news formats, and I wanted to fill that void. Second, I’ve always felt a deep sense of purpose in helping others. PR offered me an opportunity to leverage my skills to support businesses and contribute to their success in a meaningful way.

In essence, The Other Circle was born from a passion for creative storytelling and a desire to make a positive impact in the business world. It wasn’t just about starting a PR firm; it was about revolutionizing how businesses connect with their audiences and tell their stories.

The Other Circle has been thriving for over 11 years now. What key strategies have helped you maintain success in such a competitive industry?

One of the key strategies that has contributed to The Other Circle’s success is – to fail forward to learn fast, which essentially means there has to be a willingness to learn from failures and adapt quickly. By embracing experimentation and learning from our mistakes, we’ve been able to refine our approach and stay ahead of the curve.

Additionally, we’ve always focused on hiring talented individuals who are smarter and more skilled than ourselves. Trusting their judgment and empowering them to take ownership of their work has been essential for our success.

I believe that a leader’s role is to provide direction and support while allowing their team to navigate and adapt to the market. By empowering our team and trusting their expertise, we’ve been able to achieve significant growth and success.

Finally, we’ve focused on identifying and targeting niche markets with high potential. By investing time, energy, and resources into these smaller markets, we’ve been able to build strong relationships with clients and media outlets and establish a strong presence in these specialised areas.

Given your extensive experience, how do you approach crisis management for brands in today’s fast-paced digital world?

The most effective approach to crisis management is preventing it in the first place. By anticipating potential threats and taking proactive measures, you can significantly reduce the likelihood of a crisis occurring in the first place.

Unfortunately, many PR agencies fail to conduct a thorough threat analysis when working with brands. This involves identifying key stakeholders, analysing potential risks, and developing a zero-day crisis communication plan. By being prepared, you can avoid reactive crisis responses and minimise damage if a crisis does occur.

Building a strong and loyal community is another essential aspect of crisis management. When a crisis arises, a supportive community can be a powerful advocate for your brand. By fostering positive relationships with your customers, influencers, and other stakeholders, you can create a network of individuals who are willing to defend your brand and help you weather the storm.

In today’s fast-paced digital world, it’s crucial to be proactive and prepared for potential crises. By conducting a thorough threat analysis, building a strong community, and developing a well-thought-out crisis communication plan, you can significantly reduce the risk of a crisis and mitigate its impact if it does occur.

What’s your advice to brands on balancing traditional PR with the growing demand for digital and social media-driven communications?

There doesn’t necessarily need to be a strict balance between traditional and digital PR. Both channels have their own unique advantages and can be used effectively in different situations. The key is to understand their strengths and weaknesses and choose the appropriate approach based on your specific goals, target audience, and the nature of your message.

Traditional PR channels, such as print media, often provide a sense of credibility and reach a wider audience. They can be particularly effective for in-depth stories, thought leadership pieces, and establishing long-term relationships with key stakeholders.

On the other hand, digital platforms offer more immediate and targeted communication. Social media, email marketing, and content marketing can be used to engage with your audience directly, gather feedback, and measure the impact of your campaigns. By strategically combining traditional and digital PR, you can create a more comprehensive and effective communication strategy. For example, you might use traditional PR to launch a new product or service and then leverage digital channels to engage with your audience and gather feedback.

Ultimately, the best approach will depend on your specific goals and the unique characteristics of your brand and target audience. This will help you make informed decisions and maximize the impact of your communication efforts.

What are the key qualities you look for when hiring talent for The Other Circle, especially considering the current talent crunch in the PR industry?

When hiring new talent at The Other Circle, we prioritize cultural fit, authenticity, and a genuine passion for storytelling in the PR industry. We believe that these qualities are essential for creating a positive and productive work environment.

Given the current talent crunch in the PR industry, it’s important to be creative and adaptable in your hiring strategies. Consider investing in training programs to develop young professionals into top talent, while attracting top talent itself. By offering opportunities for growth and development, you can create a more competitive and engaging workplace.

Tapping into the audio revolution, how do you think Indian PR agencies can effectively leverage podcasts as a powerful tool for storytelling and reaching targeted audiences?

Podcasts offer a unique opportunity for PR agencies to connect with their target audience more intimately and engagingly. By producing high-quality, informative, and entertaining content, agencies can build trust, credibility, and a loyal following. The Other Circle recognized the potential of podcasts early on, leveraging them as a powerful tool for storytelling and reaching targeted audiences.

When creating a podcast, it’s important to focus on providing value to your listeners. Avoid overly promotional content and instead work on sharing insights, expertise, and engaging discussions. Consider the interests and preferences of your target audience and tailor your content accordingly. And remember that you don’t need to sound intelligent, you just need to be authentic. Regional language podcasts can be particularly effective in reaching specific demographics in India.

By producing content in local languages, you can connect with a wider audience and build stronger relationships.

The last and most important step is to ensure your podcast reaches the right people, for which you need to identify and utilize effective distribution strategies and promote it through social media, email marketing, and other channels. Consider collaborating with other podcasters or influencers in your industry to cross-promote your content.

What advice would you give to aspiring PR professionals who are looking to make their mark in the industry, especially those interested in entrepreneurship and starting their own agencies?

To establish a successful career in PR, especially if you’re considering entrepreneurship, it’s crucial to gain a diverse range of experiences. Working in both large and small organizations will expose you to different approaches, best practices, and industry standards. This hands-on experience will help you develop essential skills and build a solid foundation for your future.

Specializing in a niche area can also set you apart in a competitive market. By focusing on a particular industry or sector, you can become a subject matter expert and offer unique value to clients. Over time, you can expand your expertise, but starting with a specialized focus can help you establish your reputation.

Continuous learning is essential in the fast-paced PR industry. Stay updated on industry trends, new technologies, and emerging best practices. This can be achieved through attending conferences, webinars, reading industry publications, and networking with other professionals.

Additionally, being tech-savvy is crucial in today’s digital age. Embrace new tools and platforms that can enhance your work and help you reach your target audience effectively.

Finally, a fearless approach is essential for success in PR. Be willing to take calculated risks, think outside the box, and don't be afraid to challenge the status quo. Resilience and the ability to learn from mistakes are desirable qualities for PR professionals.

How realistic is the portrayal of the PR industry and its processes in Uorfi Javed’s show, ‘Follow Karlo Yaar’?

Uorfi Javed’s show, ‘Follow Kar Lo Yaar’, offers a candid and authentic portrayal of the PR industry. The show highlights the challenges, triumphs, and behind-the-scenes drama that are a part of everyday life for PR professionals. One of the key takeaways from the show is that PR is a human business. It’s filled with real people facing real challenges and making real decisions that need to stand the test of time. The show demonstrates that PR is not always perfect and that unexpected situations can arise at any time, but how, with the presence of mind and some empathy, we can go a long way.

Uorfi Javed herself is a fascinating figure who embodies the spirit of female empowerment. Despite facing significant backlash and criticism, she remains true to herself and continues to pursue her goals. The show provides a unique opportunity to see how a PR agency works with a client who is bold, truthful, controversial, and inspiring.

Overall, ‘Follow Karlo Yaar’ offers a valuable glimpse into the world of PR. It’s a reminder that PR is a dynamic and challenging field that requires a combination of creativity, resilience, and a willingness to adapt to unexpected circumstances.

Also Read: Women leaders have a way of embracing a more balanced way of leadership: Aakanksha Gupta