Public Relations (PR) is a crucial component of any business’s marketing and communication strategy. In India, the scope of PR has changed significantly over the years.PR has evolved from generating publicity to building and maintaining brand reputation.

Growing Demand for PR Services

According to a report by the Public Relations Society of India (PRSI), the Indian PR industry is growing at a rapid pace. Therefore, PR’s growing importance in building brand reputation and increasing demand across sectors drive the industry’s growth.

Paradigm Shift

One significant change in the scope of PR in India is the shift from traditional media to digital media. The advent of social media and digital platforms requires PR professionals to have a strong understanding of digital communication channels. According to a survey by the International Association of Business Communicators (IABC), 72% of PR professionals in India believe that digital and social media skills are essential for success in the industry.

Crisis Communication Management

The scope of PR has also expanded to include crisis communication management. Several high-profile brands have faced negative publicity due to product recalls, data breaches, and ethical lapses in recent years. In such situations, PR professionals play a critical role in managing the crisis and mitigating the damage to the brand’s reputation. As per a survey by the Indian School of Business, 87% of Indian companies have a crisis management plan in place.

Role in Corporate Social Responsibility and Sustainability

Corporate Social Responsibility (CSR) and sustainability have also become important areas for PR professionals. As per a report by Reputation Today, 63% of Indian companies have a CSR program in place. Therefore, PR professionals are responsible for communicating these initiatives to stakeholders and showcasing the company’s commitment to sustainability and social responsibility.

The Focus on Influencer Marketing in PR

Another significant change in the scope of PR is the focus on influencer marketing. PR professionals are working more with social media influencers to promote their clients’ products or services. The influencer marketing industry in India is projected to reach INR 2,200 crore by 2025, according to a report by WATConsult.

Thus, the scope of PR in India has changed significantly over the years. PR professionals need a diverse skill set due to digital media growth, crisis communication focus, and CSR importance.PR professionals must keep up with evolving trends and best practices to succeed in their roles.