With 28 states, 8 union territories, and 22 official languages, India offers a unique blend of diversity and cultural heritage. Each region has its distinct identity, sentiments, ideologies, and collective aspirations. In India, it’s often said that language and customs shift every 100 kilometers. Hence, understanding the complex nature of India’s regional dynamics requires awareness, curiosity, mutual respect, and an open-minded attitude.

Over the years, regional news publications have had a huge influence on their readers. They understand the pulse of their audience and can shape perceptions. With digitization, a new wave of regional influencers, creators, and independent content creators is emerging, offering relatable content that resonates deeply with their target audience.

Regional media is growing, and brands have started recognizing its potential. While it is time for brands to include regional PR in their core communications strategy, cracking the code of the regional media landscape is not easy. It requires a deep understanding of cultural nuances, political dynamics, core psychology, audience beliefs, and patience. Communication leaders should be agile and ready to work with diverse groups of people, including regional media, PR consultancies, creative agencies, and even local political parties. These groups not only understand the core audience but also have the power to shape their way of thinking.

(Read more: Crafting Regional PR Campaigns for Maximum Impact)

Here are a few guidelines for PR professionals driving regional PR:

Goal Setting: Having a clear understanding of goals and desired results can help communications/PR teams select the right mode of communication. If the goal is to increase sales, digital marketing and influencer marketing might be the best fit for the campaign. However, if the goal is to increase brand recall, then newspaper ads or TVCs might be the right platforms. If the goal is to deliver a social message to a larger audience, collaboration with an influencer or celebrity can be impactful. Choose the platform accordingly to drive maximum impact.

Regional Sentiments: Every region has its unique challenges and prospects. For instance, language is a very sensitive issue in southern states, while people in northern regions are more sensitive about their cultural heritage and identity. Understand these cultural nuances while curating hyper-local campaigns. A couple of years ago, a sexual wellness brand received massive backlash for allegedly hurting religious sentiments with its controversial hoarding during Navratri. What you may consider bold and courageous can be perceived as insensitive and disrespectful. Be very careful when dealing with sensitive and controversial topics.

Media Landscape: Despite the growing influence of digital mediums, regional newspapers are still popular, especially among older generations. According to CRISIL analysis, regional print media is projected to grow 8-9% in FY 2024-25. People read regional newspapers more for perspective rather than plain news. We all enjoy reading analyses of complex socio-economic-political issues in our mother tongue. However, like national dailies, regional media is also driven by specific beliefs and ideologies. It is important to engage with them equally to cater to a diverse audience. Avoid favoritism in terms of choice of regional publications, as it may have a detrimental impact on the brand image.

Overcoming Language Barriers: While it is not possible for communication leaders to learn multiple languages, communicating in the language of your target audience always has its benefits. People feel more connected and included when we communicate with them in their language. Hence, having a basic working knowledge of regional languages is an added advantage, especially when connecting with local journalists, editors, and influencers. The best way to become part of the regional circle is to engage with them. Invite key media people for an informal meet-up or visit their offices. It is important to break the ice and improve relations.

Political Dynamics: Regional politics is complex and multi-layered. Local politics is deeply ingrained in people’s daily lives. It is important to understand the agendas of local political groups and their potential impact on consumer behavior. This is also crucial to mitigate the risk of misinformation, manipulation, and fake news that might harm the brand image. Regional PR consultancies understand local power dynamics and can help brands navigate the complexities of regional brand building with the right communication strategies.

New Age Media: There has been a generational shift in the consumption of newspapers in Indian households. With the advent of digital media, consumers are shifting towards audio-visual platforms such as TV news channels, social media, digital news portals, and podcasts for content. While newspapers are still popular among old-school readers, the younger generation is quite comfortable with new-age media. Regional influencers and independent content creators have not only evolved over the years but also command a decent following among their audience. Having a PR strategy with the right mix of conventional and modern-age platforms can help communicators cater to a diverse audience.

India’s regional diversity offers unparalleled opportunities for brands willing to go beyond metros. The rise of regional PR has transformed the PR landscape, enabling brands to connect with audiences. By adopting culturally sensitive, goal-oriented, and inclusive communication strategies, brands can unlock the true potential of regional PR, building trust and creating a lasting impact.

About Priyanka Pugaokar

Priyanka Pugaokar is a seasoned communications professional with a proven track record in internal and external communication with over 12 years of diverse experience spanning communications and business journalism. Currently serving as the Corporate Communications Manager at Rashi Peripherals Limited, she spearheads several high-impact strategic projects. She can be reached on LinkedIn and on X