Navigating Talent Dynamics in the Indian PR Industry

February 3, 2025

Has Trust in Institutions Reached an All-Time Low?

February 11, 2025

Published by SCoRe at February 5, 2025

How Is Purpose-Driven PR Engaging Start-ups and NGOs?

One of the key contributors to this shift is the rise of start-ups and NGOs, both of which thrive on authenticity, storytelling, and a strong sense of purpose. These organizations are not just looking for media coverage but aim to drive real conversations and build a loyal community.

According to the SPRINT 2024-25 study by PRCAI, start-ups now contribute 22% of PR revenue in India, while NGOs and social impact organizations account for 11%. This clearly indicates that businesses and social enterprises are prioritizing communication strategies that align with their mission, vision, and core values.

(Also read: From ‘Brands To Stands’: The Power of Purpose-Driven Corporate Communication)

How Are Start-ups and NGOs Contributing to the Growth of Purpose-Driven PR in India?

1. Start-ups Are Prioritizing Mission-Driven Branding

Unlike large corporations, start-ups do not have decades of legacy branding. Instead, they build their reputation from scratch, which makes PR a crucial tool in their journey.

Many Indian start-ups, particularly in fintech, edtech, and healthtech, focus on addressing real-life challenges—from financial inclusion to affordable healthcare.
Example: Companies like Zerodha and CRED have positioned themselves as responsible financial brands through purpose-led storytelling.
Start-ups also leverage regional PR and hyperlocal engagement, recognizing that local storytelling is more impactful.

2. NGOs Are Driving Authenticity and Trust

For NGOs, PR is not just about visibility—it’s about impact.

They use PR strategies to highlight pressing issues, mobilize resources, and build trust with stakeholders.
Example: The Smile Foundation effectively uses PR to communicate the impact of its education and healthcare programs, helping it secure funding and partnerships.
The rise of regional PR, as noted in the PRCAI study, allows NGOs to connect with grassroots communities, ensuring their message reaches the right audience.

3. Social Impact is Now a Business Imperative

Corporates are increasingly looking at ESG (Environmental, Social, and Governance) communication as an integral part of their PR strategies. Start-ups and NGOs play a key role in shaping this shift by showcasing how social responsibility leads to tangible results.

As per the SPRINT report, 55% of corporate communicators believe that purpose-driven PR is now a priority.
However, 45% of respondents also highlighted the risk of greenwashing—which means PR efforts must be authentic, backed by action, and measurable.

What Unique Challenges and Opportunities Do PR Professionals Face in These Sectors?

1. Challenges:

Limited Budgets: Start-ups and NGOs operate on tight budgets, therefore, making it difficult to invest in large-scale PR campaigns.
Need for Continuous Storytelling: Furthermore, these organisations must constantly create compelling narratives to maintain engagement.
Skepticism Around Authenticity: With growing concerns about greenwashing and performative activism, as a result, PR professionals must ensure transparency and build credibility.

2. Opportunities:

Regional PR & Hyperlocal Storytelling: 73% of PR professionals believe hyperlocal storytelling is crucial for engagement.
Influencer & Community Marketing: Influencer partnerships are rising, but as the SPRINT study notes, brands must ensure accountability in influencer campaigns.
AI & Big Data for PR Measurement: 82% of respondents agree that AI will enhance PR research and strategy. This allows purpose-driven PR to be more data-backed and outcome-focused.

(Also read: Communications for Startups)

How Does Purpose-Driven PR Differ from Traditional PR Approaches?

1. Shift from Media Quantity to Business Impact

Traditional PR focuses on media coverage, press releases, and brand promotions, as a result, Purpose-driven PR is outcome-oriented.,

According to the PRCAI study, 90% of corporate communicators prioritize business impact over media mentions.
This means PR must now align with key business metrics, such as customer trust, employee engagement, and community impact.

2. The Rise of Integrated & Multi-Channel Strategies

Purpose-driven PR doesn’t rely on a single medium. Instead, it leverages:

Owned media (blogs, social media, newsletters)
Earned media (news coverage, guest articles)
Influencer marketing (credible voices that align with brand values)

3. Authenticity and Transparency Over Promotion

Today’s audiences, especially Gen Z, demand real impact stories over corporate jargon.

Example: PR campaigns focusing on Diversity, Equity, and Inclusion (DEI) and climate action must be backed by real initiatives, not just press releases.

What Strategies Are Effective in Communicating the Missions and Values of Start-ups and NGOs?

1. Storytelling with Data & Real-World Impact

Use real stories from employees, customers, and beneficiaries.
Support narratives with data-driven impact reports to build credibility.
Example: Goonj, an NGO working on rural development, uses powerful storytelling combined with real data on impact metrics.

2. Hyperlocal & Regional PR

88% of PR professionals emphasize the importance of cultural sensitivities in regional storytelling.
NGOs and start-ups must invest in regional language content and local influencer partnerships.

3. Building Thought Leadership

Start-ups and NGOs should position founders and leaders as industry voices through guest articles, panel discussions, and LinkedIn thought pieces.
Example: Narayana Health’s Dr. Devi Shetty has built a strong reputation through insightful commentary on healthcare accessibility in India.

4. Community-Driven Engagement

Influencer marketing must evolve from just follower count to real impact collaborations.
53% of PR professionals, furthermore, prefer working with Key Opinion Leaders (KOLs) over mainstream influencers.

How Can PR Firms Measure the Success of Purpose-Driven Campaigns?

Unlike traditional PR, where media mentions are the primary success metric, purpose-driven PR focuses on business and social impact.

1. Measuring Social & Business Outcomes

Brand Trust Scores: Surveys on how stakeholders perceive the brand.
Employee & Customer Advocacy: Increase in referrals, testimonials, and social media engagement.
Conversion Metrics: Donations (for NGOs), sign-ups, app downloads, or lead generation.

2. AI-Powered PR Analytics

82% of PR professionals further believe AI can help in measuring sentiment analysis and tracking audience engagement.
Tools like Google Analytics, Meltwater, and Brandwatch can offer real-time campaign insights.

3. Media Quality Over Quantity

As the SPRINT study highlights, companies are moving towards earned media with high credibility rather than mass coverage.

What is the Future of Purpose-Driven PR in India?

As India’s PR landscape continues to expand and evolve, therefore, purpose-driven communication will play an even greater role in shaping business reputations, consumer trust, and social impact.

The key takeaway? PR is no longer just about storytelling—it’s about driving real change.

Start-ups and NGOs are leading this transformation, and for PR professionals, therefore, the challenge is to blend strategic storytelling with measurable outcomes.

Why SCoRe Has the Best Mentors in PR?

If you’re looking to build a career in public relations, the right mentorship can make all the difference. That’s where SCoRe (School of Communication & Reputation) stands out as India’s premier institute for PR education. One of its greatest strengths is the quality of mentors, who are not only industry experts but also active members of PRCAI (Public Relations Consultants Association of India).

1. PRCAI Membership Ensures Top-Tier Industry Exposure

PRCAI is India’s leading PR body, representing top PR consultancies and professionals across the country. Although it sets industry standards, it drives thought leadership, and fosters collaboration between agencies, brands, and communication experts.

SCoRe’s mentors are actively involved in PRCAI initiatives, which further means that students receive first-hand industry insights, access to top networks, and exposure to real-world PR challenges. This direct connection with PRCAI further gives SCoRe students an edge, as they learn from mentors shaping the industry’s future.

2. Learn from India’s Most Respected PR Leaders

The mentors at SCoRe are not just teachers because they are seasoned PR professionals, founders of top consultancies, and corporate communication heads who have worked with India’s biggest brands and global agencies.

Some key qualities that make SCoRe’s mentors stand out:

Decades of Hands-on Industry Experience: They have led successful PR campaigns, managed reputations during crises, and built iconic brands.
PR Thought Leadership: Furthermore, many of them write for industry publications, speak at global PR forums, and actively shape PR trends and best practices.
Strong Corporate and Media Connections: SCoRe students gain access to a powerful network of PR professionals, journalists, and industry influencers.

3. Practical, Industry-Relevant Training

Unlike traditional classroom-based education, SCoRe follows a hands-on, mentorship-driven learning model. This means students don’t just learn theory, although they work on real PR campaigns, crisis simulations, media strategies, and digital PR execution.

Live Industry Projects: Although students get the opportunity to work with PR firms, start-ups, and NGOs, applying their learning to real communication challenges.
Internships with Top PR Firms: Thanks to the PRCAI network, SCoRe students secure internships with leading PR consultancies, therefore, setting them up for successful careers.
One-on-One Mentorship: Every student gets personalised guidance from mentors, furthermore, who have built careers in PR and understand what it takes to succeed.

4. Bridging the Gap Between Academia and Industry

One of the biggest advantages of having PRCAI-affiliated mentors is that SCoRe bridges the gap between PR education and industry expectations. Because of PR budgets increasing, firms are actively looking for skilled professionals who understand modern PR strategies.

As per the SPRINT 2024-25 study, the PR industry in India is growing at 11% annually, and specialization in PR is becoming a key differentiator. Moreover with PRCAI mentors guiding them, SCoRe students develop the strategic thinking, media relations, and digital PR expertise that top consultancies demand.

5. SCoRe Alumni Success Stories

Many SCoRe alumni have gone on to work with India’s biggest PR firms like Adfactors PR, Edelman, MSL, and Weber Shandwick. As a result, this success is a testament to the quality of mentorship and industry exposure that SCoRe provides.

The Best Mentors for the Best PR Careers

Although choosing the right PR school isn’t just about academics, it’s about who teaches you, who mentors you, and who connects you to the industry.

With PRCAI-affiliated mentors, real-world learning, and access to India’s top PR networks, and as a result, SCoRe is the ultimate launchpad for anyone looking to build a purpose-driven PR career.

Want to learn from the best and work with top PR firms in India? SCoRe is where your journey begins. Visit us today https://www.scoreindia.org/ or give a call at +91 98115 72673 to know about the course in Public Relations.

The Rise of Purpose-Driven PR: Engaging Start-ups and NGOs