The social media landscape is ever-evolving, with influence metrics expanding far beyond likes and followers. In a recent discussion hosted by Reputation Today, industry leaders came together to shed light on the nuances of social media influence, particularly through the lens of the SMILE Report, which is a pivotal resource in the public relations (PR) and corporate communications sectors.
This blog explores how individual panel members, as well as the Reputation Today platform, contribute significantly to the Social Media Influencer’s Listing Engine (SMILE) and its broader impact on the PR industry.
The SMILE Report, launched in 2019 by Reputation Today in collaboration with The PRactice, is a pioneering initiative aimed at recognising influencers within the PR and communications industry. Over five years, it has evolved to emphasize both qualitative and quantitative metrics, focusing on authenticity, meaningful engagement, and the creation of lasting connections.
As Nandita Laxmanan, founder and chairperson of The PRactice, highlighted, the SMILE Report reflects the industry’s shift from mere broadcasting on social media to engaging in conversations that resonate deeply with audiences. This evolution is particularly critical as platforms like LinkedIn and X (formerly Twitter) undergo significant transformations, influencing how professionals within the industry interact and build their digital presence.
Authenticity and consistency emerged as recurring themes during the panel discussion, especially in the context of personal branding on social media. Tarunjeet Rattan of Nucleus PR, who has firsthand experience in building a personal brand, emphasized the importance of staying true to one’s voice and maintaining regular engagement with audiences.
Tarunjeet shared a personal anecdote where a client challenged him to practice what he preached by posting consistently on LinkedIn. His commitment to authenticity and regular content creation led to him being recognized as a LinkedIn Top Voice. This recognition not only validated his approach but also demonstrated to his clients the tangible benefits of building an authentic online presence.
This example underscores a vital lesson for PR professionals: to influence effectively, one must embody the principles they advocate for others. By doing so, they can inspire trust and foster deeper connections with their audience.
Balancing authenticity with measurable outcomes is a challenge that many PR professionals face. Priya Patankar of PhonePe shared insights from her journey, which transitioned from demand generation to public relations. Unlike demand generation, which is highly measurable, PR has traditionally been more instinct-driven. However, the landscape is changing, with businesses now demanding predictability and measurable results from PR activities.
Priya advocated for the use of “sanity metrics” over “vanity metrics.” This approach involves focusing on metrics that genuinely reflect the impact of PR efforts, such as engagement quality and message resonance, rather than merely counting likes or followers. This shift towards meaningful metrics aligns with the broader industry trend of prioritizing authenticity and relevance in communications strategies.
(Read more: SMILE 2024 Report for Public Relations Success: A Comprehensive Guide for Young PR Professionals)
The evolution of PR metrics was another key topic discussed by the panel. Mou Chakravorty of Deloitte India highlighted the industry’s progress from focusing solely on media coverage to adopting a more holistic approach that includes digital platforms and direct audience interactions. This shift has broadened the scope of what is measured, with PR professionals now expected to consider a 360-degree view of their impact, including owned and shared media.
Mou emphasized the importance of audience mapping and understanding the specific needs and perceptions of different stakeholder groups. This nuanced approach allows PR professionals to tailor their strategies more effectively.
Community building is increasingly recognized as a powerful tool in PR, offering a way to foster deeper engagement and loyalty among audiences. Tarunjeet Rattan spoke about his experience with PRPOI (Public Relations Professionals of India), a community he has been nurturing for over eight years. The success of PRPOI, which now boasts over 10,000 members, is attributed to its focused mission of helping PR professionals upskill and stay relevant in the industry.
Tarunjeet’s approach to community building is centered on providing value to members through targeted content and discussions that address their specific needs. By focusing on a niche area and ensuring that content is relevant and practical, PRPOI has become a vital resource for its members, fostering a sense of camaraderie and shared purpose.
Technology and established frameworks play a crucial role in enhancing PR measurement, as a result, allowing professionals to track and analyze the impact of their efforts. Aseem Sood of Impact Research and Measurement discussed the importance of setting clear objectives. He discussed using established frameworks like those provided by AMEC (Association for Measurement and Evaluation of Communication) to guide measurement strategies.
Aseem stressed that the success of any measurement program hinges on clearly communicating objectives to team members and clients. With the right objectives in place, PR professionals can leverage technology and frameworks to assess. They can do it whether they have met their goals and to identify areas for improvement or not.
Moreover, Aseem highlighted the benefits of focusing on owned platforms. Here PR professionals have greater control over the metrics they can track. Furthermore, this approach allows for more detailed analysis and a better understanding of the campaign’s effectiveness. This, further, provides valuable insights that can inform future strategies.
The future of the SMILE Report and PR measurement lies in the continued evolution of social media platforms. Furthermore, the metrics to assess social media influence. As digital conversations become more sophisticated, furthermore, PR professionals will need to adapt their strategies to stay relevant and effective.
The SMILE Report, with its focus on authenticity and meaningful engagement, is well-positioned. Here to reflect on these trends and continue to be a valuable resource for the industry. Furthermore, by incorporating new metrics and methodologies, the report will provide a comprehensive view of how digital conversations shape reputation.
The insights shared by the panelists highlight the critical role that authenticity and meaningful engagement play in social media influence. By focusing on these elements and leveraging the right tools and frameworks, PR professionals can enhance their impact. As a result, they can contribute to the ongoing evolution of the PR industry.
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Each panel member from this enlightening discussion contributes extensively to SCoRe. It reinforces its mission to develop the next generation of PR leaders. Through their insights, altogether, these industry leaders help shape the curriculum. Their mentoring approaches, and industry engagement strategies ensures that students receive education rooted in real-world practices and emerging trends.
Tarunjeet Rattan’s experiences in building personal brands and nurturing communities provide invaluable lessons in authenticity and engagement. Moreover, his work with PRPOI serves as a model for fostering professional networks. This concept is central to SCoRe’s approach in connecting students with industry professionals.
Priya Patankar’s emphasis on measurable PR outcomes resonates with SCoRe’s commitment. Commitment to equipping students with the skills to drive data-driven strategies. Moreover, her focus on “sanity metrics” over “vanity metrics” helps inform the way SCoRe teaches its students. To help evaluate the effectiveness of their communication strategies.
Mou Chakravorty had her insights into the evolving nature of PR metrics. Particularly the importance of audience mapping, align with the goal of training students. This is done so that they can think beyond traditional PR methods. Her perspective enhances the way SCoRe integrates digital media and audience engagement into its curriculum.
Aseem Sood’s expertise in PR measurement frameworks and technology integration is crucial for SCoRe. This prepares the students to lead in an increasingly data-centric industry. Above all, his guidance on setting clear objectives informs the rigorous approach SCoRe adopts in teaching PR measurement.
Finally, Reputation Today plays a pivotal role in supporting SCoRe’s mission. It provides a platform for these leaders to share their knowledge and experiences. The insights and discussions facilitated by Reputation Today shapes the industry standards. They also directly influence the educational content at SCoRe. This, above all, ensures that the institution remains at the forefront of PR education in India.
Watch the panel discussion of the experts on this link: https://www.youtube.com/live/H2IOsveUEqM?feature=shared
If you also want to get these experts as your faculty members, join us today! Visit our website: https://www.scoreindia.org/ or call us at + 91 9811572673
