Podium

PODIUM

“Brand activism” - the new embodiment of corporate values

Brands extend their CSR role by expressing disapproval of contentious and socially divisive issues

MARKETING ECONOMY
Regulation, it's a coming...

With no designated authority, the do's and don'ts of platforms can and regulation

Social media platforms have repeatedly found themselves in the United States government’s crosshairs over the last few years, as it has been progressively revealed just how much power they really wield, and to what purposes they’ve chosen to wield it. But unlike, say, a firearm or drug manufacturer, there is no designated aut..Read More

20 October 2020

JOURNALISM
Game, set and match!

Infosys, tennis and storytelling with AI assisted journalism

Infosys is the Digital Innovation Partner for three major sporting organizations in Tennis – ATP, Australian Open, and Roland-Garros. As the Head of Corporate Communications for Infosys EMEA, I am heavily involved in these partnerships and have the privilege of working closely with the fantastic team that delivers innovations that are changing and improving t..Read More

20 October 2020

APPOINTMENTS
Data driven, passion and ideology

Global health network Vidal Health partners with Nucleus PR

This week, Bangalore based Vidal Health, awarded its PR mandate to Nucleus PR. Girish Rao, Chairman & Managing Director, Vidal Health, said, “We needed a strategic communication approach that was driven by innovative ideas via a self-motivated team that echoed our passion and ideology. Nucleus PR brings in a unique combination of expertise from healthcare

, start-ups, and technology, merging them to create smart strategic ideas driven by data driven insights.” Vidal Health is a leading player in the healthcare market and is a major TPA (third party administrator) managing over 3 million lives, 10,000+ hospitals and 20,000+ OP clinics. 

20 October 2020

COMMUNICATIONS/PR
Big tech better watch out in 2021

The blunt force of government and public opinion is likely to bear down

Today’s tech companies face a dilemma. Buried underneath headlines about the COVID-19 pandemic, the 2020 presidential election, and recent social justice movements are stories that point to a massive change in public perception of tech companies — and not a favorable one. In 2021 we will see the blunt force of government and public opinion bear down on ..Read More

20 October 2020

BEST PRACTICE
Hubspot's employee-Inspired Content

"Consistent content creation is a cornerstone of community growth"

Consistent content creation is a cornerstone of community growth. To keep your community members returning regularly, they need to see new things each time they return. Think about social media: the platforms remain addictive because you can refresh your feed and see new material any time you visit. Different types of people want to engage in communities in differe..Read More

20 October 2020

COMMUNICATIONS/PR
Adfactors is the Indian star

Asia-Pacific Consultancies of the Decade

PRovoke has named seven firms as its Global Agencies of the Decade — Adfactors, Allison+Partners, Edelman, Hanover, M Booth, W2O Group and Weber Shandwick. The seven will be honoured at the upcoming virtual Global SABRE Awards on 21 October, where the top three will be counted down to reveal PRovoke's overall Global Agency of the Decade. The 2020 Global PR Ag..Read More

19 October 2020

DIGITAL DISRUPTION
Trump, Musk and PR disruption

Defying conventions and eliminating PR protocols

Elon Musk is not the first, disruptive as he may be. Mr. Trump was probably one of the first to throw out the PR rulebook, defy conventional communication protocols and go direct. The White House press briefings hold no substance; the press office functions are not to serve but to obstruct and confuse; the pressing issues of the day remain unaddressed; and politica..Read More

19 October 2020

LEADERSHIP
The Third Way, Richard Edelman

The private sector is key to the success of the Third Way

I had my regular call with Dr. David Nabarro, World Health Organization Special Envoy for Covid-19, this morning. We reflected on the third wave of Covid in the U.S. and the “monster second wave in Europe,” according to AXIOS. Dr. Nabarro confirmed that the U.S. is indeed going backwards, to 62,000 new cases per day, mostly in the Midwest and Mountain S..Read More

19 October 2020

SOCIAL
Parle G sides with brand ethics

Bajaj Auto stance marks a new wave...will more follow?

Parle Products, the maker of Parle-G biscuits, has announced that the company will not be advertising their products on news channels that broadcast toxic, aggressive content. The announcement comes amidst a debate on fake or inflated TRPs by some television news channels– following which advertisers are re-evaluating media spends on the medium. Following the..Read More

19 October 2020

SOCIAL
The science of sharing

The power of digital word of mouth and influence

A great vacation destination, a good movie, a discount deal, a book, an exciting recipe, a senior’s action or a layoff gossip at work, we simply love to share.  Whether it is to entertain friends, build professional relationships, achieve business benefits or bond emotionally, we want to share with those around us. Friends, they tend to influence us more..Read More

19 October 2020

SOCIAL
TikTok plays safe

OpenSlate partnership sees social platform focus on Brand safety

TikTok has partnered with brand safety platform OpenSlate in the US to ensure ads and branded content will no longer be displayed alongside material deemed questionable. The TikTok Brand Safety Solution is a verification and filter tool designed to weed out inappropriate content and categories which may appear next to branded ads and other material. Verified by Ope..Read More

16 October 2020

ENTERPRENEURSHIP
Solopreneurship

"I was tired rowing the boat alone..." jumping off the corporate treadmill

There were multiple triggers and it was an easy decision to quit – I was tired rowing the boat alone, it had been sinking for years and there were no reinforcements coming my way, the world was swirling by faster in the digital era of communication and I wasn’t learning anymore. Or let’s blame mid-life crisis and the need to reinvent oneself. Ther..Read More

16 October 2020

SOCIAL
Ekatvam – ‘oneness’ or maybe not...

Tanishq loses face after backlash on social media

Jewellery brand Tanishq pulled its latest ad featuring a Hindu woman and her Muslim mother-in-law off all online platforms on Monday after a backlash on social media, which saw #BoycottTanishq trending on Twitter. The ad for Tanishq’s new collection called Ekatvam – which means ‘oneness’ – showed a Muslim family organising a traditiona..Read More

16 October 2020

SOCIAL
Instagram on the march

“.....an easier path to purchase...” says Dipali Patwa, Fabindia's global brand lead

As a brand one has to follow the consumer everywhere she goes. And Instagram is one such platform which allows brands to not only talk to the consumer but also sell their products. As a result, it is believed that several brands in the beauty, fashion and lifestyle space have ramped up digital presence. Instagram’s shop feature, allows an user to tap on produ..Read More

16 October 2020

ADVERTISING
Linkedin Ad Targeting Options

'Mastering Targeting on LinkedIn' guide, now with tools and options

This week, LinkedIn has published a revised and updated edition of its 'Mastering Targeting on LinkedIn' guide, which now covers more tools and options, including newly released features that can help optimize your LinkedIn campaigns. LinkedIn first launched its 'Mastering Targeting' guide in March last year, but since then, LinkedIn has added a range of new ad too..Read More

16 October 2020

RESEARCH
The BrandZ™ Indian Top 75

Explore Kantar's 2020 report on India's strongest brands

At a time of near-unprecedented economic challenges, the total value of the BrandZ™ India Top 75 fell by 6 percent in 2020, resulting in a total brand value of $216 billion. Despite the overall decline, 26 brands increased in value and five were new entrants. India’s top brands also performed well against other countries where declines in total brand va..Read More

15 October 2020

COMMUNICATIONS/PR
Let's talk Tech PR!

Technology PR demystified by a PRPOI panel chaired by Sonali Sokhal

Our panel last Saturday was on the most ubiquitous aspect of our lives currently-technology. It has overtaken our lives in multiple and more personal ways. As technology grows in leaps and bounds, so does the need for technology PR. Media needs to stay constantly updated on what’s new in tech as well as how it affects our daily lives. Technology is a growing

narrative that needs more and more conversations around it. Not to mention the added thrust of B2B tech brands. How does one begin the conversation around Tech PR? What are the nuances of the same? How does one create the perfect pitch to snag the interest of a tech reporter? These were just some of the points we discussed in PRPOI’s Saturday session –Let’s Talk Tech PR, with Media Partner Skribe with content curated by Tarunjeet Rattan, Pooja Trehan Dhamecha and Sonali Sokhal.

The PRPOI Saturday session with our three scintillating panellists – Debaman Guin, Director-Communications Lucidues; Nimish Dubey, well known tech writer and Shalini Singh, Founder Galvanise PR shared insightful details from their journey in the world of Technology PR. The freewheeling discussion went across many aspects of the industry, its ins and outs and the best way to refine a PR pitch. We share with you here some of the key highlights from the session:  

Tech PR is all about Research: If you still don’t know the full form of wifi, don’t fret. Many people, who actually join Tech PR, do not as well. The good news is you do not need an Engineering or Computer Science degree to become a Tech PR pro. What you do need however is the desire to do what any good PR professional should- read and research. In the words of panellist Debaman Guin, “ Google is one of the best resources for you to upgrade your knowledge of basic technology updates and basic tech jargon. However I also suggest you take out time to sit and speak with the various stakeholders and developments teams to give you a complete download on the product and technology you need to push.”

Upgrade to smarter ways to tell your story: Wondering if the technology you are peddling is actually the latest and the greatest? Yes, all clients might claim the same but how do you ascertain that it is so. Nimish Dubey, one of the friendliest and kindest journalists in the technology space suggests taking candid feedback. He says, “Candid feedback from a friendly journalist should be sought after if you need to make a realistic PR strategy for your client. This becomes very critical as there is so much competition, so many new brands and each one tries to talk about their USP.” Or as e adds, “Tech Pr needs to move away from traditional event and press release-based formats to become a more engaging conversation tool for journalists. Instead use Tech to wow your journalist contacts with a better pitch.”

Know your Tech Journalist: Every technology journalist and every technology story is not the same. The most important part of your job as a tech journalist is to ensure that you actually research and know the journalist and publication you are pitching to. Are you for instance pitching a story for b2b tech to a journalist who writes on tech trends? Analyse your publication and journalist and watch out for the stories they are already doing. In the words of Nimish, “I usually like to see a story on a certain technology may be changing the lives of people. Technology touches every aspect of our lives; hence all journalists will like to be able to give their readers a sense of how technology is evolving.”

The Perfect Tech Pitch: Scared to ask dumb questions? Shalini suggests, “Feel free to ask the dumbest questions you possibly can, it’s ok to dumb it down.” She also suggests sitting in a client meeting to listen to conversations and understand the basics of your product or service. Curiosity in this case will only help you refine your pitch. Write your own pitch, tell the story and know exactly what is the product solving?  Debaman suggests, “How does it impact your readers? Tailor a pitch to how a journalist writes or to the way a publication approaches the subject.” He cites the example of a Mac Afee report on the ‘Top Ten most Dangerous Celeb Searches Online”, a brilliant strategy to hook the reader from the first line on the way viruses might hack into your devices when you make a search on your favourite celebrity. It is a unique and fun example to get people’s attention. 

Tech PR like any other aspect of Public Relations needs to be approached with a desire to learn. Reading up and understanding your subject and category will surely help you go a long way in this field. 

The above is by special arrangement via a collaboration with PRPOI 

Watch the video here: https://www.youtube.com/watch?v=1vd84QSBK-w

15 October 2020

SOCIAL
Invaluable coupons

Wendy's coupon offer gets more valuable with each retweet

Wendy's coupon on Twitter was retweeted 10.8K times, translating to customers receiving 30% off a breakfast order on the Uber Eats app through Friday morning, per the parameters of the promotion. Wendy's offer of a coupon that gets more valuable with each retweet is a novel way to engage its followers while extending the organic reach of its campaign. As of the mor..Read More

15 October 2020

COMMUNICATIONS/PR
Wearing two hats: CHRO and CCO

Internal Communications perpspectives: Aniisu K Verghese

Delighted to share the 46th edition of Intraskope’s Spotlight on Internal Communication Series featuring Samir Dhond of Ittiam  Systems Pvt. Ltd. Committed to give employees a voice to express themselves, Samir discusses the approaches to ensure internal communications adds value to the business and yet remain a welcoming place to work in. Since he wears..Read More

15 October 2020

SKILL PILL
Farming lessons: Sujit's green fingers

Planning, Planting, Passion and Perseverance hold true for any business!

While the joy of farming and gardening is immense, to me it is also amazingly analogous to the stints in sales, strategy, marketing and communications that I have straddled across. This was during the non COVID times when on one of the weekends, I was chilling out on my farm at Karjat. During the breaks in between planting vegetable saplings, the fragrance of the s..Read More

15 October 2020

MEDIA
Data elevated on Facebook's agenda

Sunil Abraham appointed as public policy director for data

Ever since the Cambridge Analytic scandal broke out in the media in 2018, Facebook has been under constant scrutiny over the user privacy policy. And this also helped shed light on how the user profiles are being created virtually and push targeted a ads to the people; thus, generating revenue for the social media platforms. Over time, several governments across th..Read More

14 October 2020

DIGITAL DISRUPTION
Disney reorgs as COVID bites

Crippled theatrical business marks streaming as ‘primary focus’

Disney is restructuring its media and entertainment divisions, as streaming becomes the most important facet of the company’s media business. On Monday, the company revealed that in order to further accelerate its direct-to-consumer strategy, it would be centralizing its media businesses into a single organization that will be responsible for content distribu..Read More

14 October 2020

APPOINTMENTS
Walmart's global team gets a boost

Nilfer D'Souza extends India role with Walmart International

Walmart continues to make waves in India as Nilofer D' Souza steps up as the India lead for Walmart International. Previously D’Souza was managing internal communications and associate engagement for the global workforce at Walmart Inc and has been with the company for just over one year. Based in Bengaluru, she is an experienced communications practitioner w

ith a background in journalism. With over 10 years in the industry, she was previously consulting with Wipro and held positions at Healtheare Global and Infosys. 

She can be reached on: https://www.linkedin.com/in/niloferdsouza/

14 October 2020

MOVERS & SHAKERS
The PRovoke global lineup

The Print's Shekhar Gupta and Reuters' Lauren Young join panelists

Renowned media editors Shekhar Gupta and Lauren Young have joined the PRovokeGlobal lineup, for sessions that will focus on the complex intersection of innovation, geopolitics and citizenship. Gupta, who is editor-in-chief and chairman of ThePRint, is considered one of India's leading media voices, as an influential national columnist and TV host. In a session supp..Read More

14 October 2020

SOCIAL
Love runs deeps

Instagram attempts to woo brands with the benefits of influencer marketing

To celebrate its 10th birthday while reaffirming its commitment to build for the next generation, Instagram has launched Love Runs Deep. The program is built on the insight that influencers inform and inspire their communities through their pursuit of passion, bringing forth unique opportunities for brands to tell their stories. Instagram hopes to redefine the way ..Read More

14 October 2020

MEDIA
The new advertising blacklist

Bajaj Auto channel blacklist for endorsing social hate-mongering

Industrialist Rajiv Bajaj on October 9 said Bajaj Auto has blacklisted three channels for advertising as the company does not endorse toxicity and hate-mongering in the society. This comes after Mumbai city police chief Param Bir Singh claimed to have busted a racket to manipulate TRPs and arrested two persons. TRP (television rating point) is a tool to judge which..Read More

13 October 2020

MEDIA
ABP Network expands

Sumit Awasthi joins as VP, News and Production

With an aim to uplift its editorial capabilities and drive organisational growth, ABP News has appointed renowned anchor & journalist, Sumit Awasthi as the Vice President, News and Production, who will now be taking charge of the editorial department with all editorial resources reporting in to him. In this new role, Awasthi will oversee the planning, implement..Read More

13 October 2020

MEDIA
The India Cable

Newsletters come of age, as ex-founding editors of Wire launch

Parts of Mumbai and its suburbs, including Juhu, Andheri, Mira Road, Navi Mumbai, Thane and Panvel, suffered a rare power grid failure today. But stock exchanges were unaffected, Republic TV’s top executives are being grilled in the TRP fixing matter and the controversial Aarey metro shed, for which hundreds of trees were cut, has been nixed by Uddhav Thacker..Read More

13 October 2020

OPINION
BARC and a matter of a few stats...

The JIC (joint industry company) outlines its TV measurement methodology

In recent days, we have again seen several attempts to discredit the JIC (joint industry company) tasked with commissioning, overseeing and publishing television audience measurement in this country. I allude, obviously, to BARC, and the publicly aired views of high public authority. These attempts are informed by insufficient understand..Read More

13 October 2020

APPOINTMENTS
A new PR prescription for Roche Pharma

Roche Pharma appoints S Rajan to lead communications

Roche Pharma has added to communication leadership team by on-boarding S Rajan, Director – Corporate Affairs, Communications, and CSR for India Subcontinent. Rajan is an experienced communications practitioner with over 10 years in the industry. Previously, he was at GE Healthcare where he headed up the Corporate Communications for

South Asia and held positions at Abbott, Dr. Reddy’s and ABB.

He can be reached on: https://www.linkedin.com/in/rajan-s-bab87811/

13 October 2020

MOVERS & SHAKERS
True Beacon: The bottom line

Integrated agency One Source demonstrate digital first pedigree

Wealth management firm, True Beacon, following its launch in 2019 has appointed integrated marketing business impact consultancy, One Source as it’s marketing partner. One Source’s mandate includes content marketing, corporate communications, reputation management and investor relations. Speaking of the partnership, Richard Pattle, CEO, True Beacon commented that One Source’s digita

l-first approach and a focus on positively impacting partner bottom lines were the game changer! 

12 October 2020

APPOINTMENTS
A Pharma advocate

New communications appointment for MSD

Bhavna Singh joins MSD, US based pharmaceutical company as Associate Director, Corporate Communications. Based in Mumbai, Singh is an experienced Pharma practitioner with both agency and in-house expertise. With over 15 years in the industry, she was previously Senior Director Communications at the Organisation of Pharmaceutical Producer

s in India;; and held positions at Greaves Cotton, Asia Motorworks and Genesis Burson-Marstellar.

She can be reached on: https://www.linkedin.com/in/bhavna-singh/

12 October 2020

MARKETING ECONOMY
Rocking Contact Us Pages of 2020

Contact Us pages that go beyond the basics

Most contact pages are designed with function in mind. They slap an email address, phone, and location on a plain background and call it a day. But basic contact pages don’t inspire visitors to reach out and connect. Other pages make it easy to contact the company – which is awesome. Except, that can also drive up customer service costs. So what makes t..Read More

12 October 2020

OPINION
Maximise your dormant Linkedin profile

Build your personal brand, career and networks...9 quick tips

LinkedIn helps you build a personal brand and position yourself as a thought leader by leveraging your skills and industry experience. In the social media landscape, it is an excellent platform for networking beyond the realms of your own industry. For those who haven’t tried and tested out the platform themselves, it may seem a li

ttle daunting. Here are a few tips that will help you build a strong and active LinkedIn profile.

1. Complete Your Profile from A to Z

i) About– Fill in a brief description of yourself, your expertise and interests, as well as your career goals.

ii) Featured – Highlight key links, media or posts that you want users to notice first. Example: news links where you have been featured, blog posts/articles written by you, your website, portfolio or other vital data. 

iii) Experience – Fill your past and present work experience; add designations and describe your role in 2-3 sentences. 

iv) Accomplishments – Add honours, awards and certifications, and projects and publications. LinkedIn allows you to insert a URL to that particular piece of information and add an accompanying description. 

v) Company Page – A brief about your company website link, location, specialisations (up to 20), hashtags (up to 3) and industry/domain. Add a tagline of up to 120 characters in the page info section to provide a crisp summary of your business.


2. Invite https://www.searchenginejournal.com/examples-contact-us-pages/378518/?utm_source=email&utm_medium=daily-newsletter&utm_campaign=daily-newsletter&mc_cid=d3bcda2056&mc_eid=bc76329716&utm_source=morning_brew#close

Make connections that are relevant and add value to your network. You can customise connection requests by adding a personal note. Pro tip: If you run a company page, LinkedIn provides you 100 credits each month, meaning you can invite up to 100 connections to like and follow your page. Do this every month, so that your updates on the company page have an audience.


3. Long-Form copy with multiple images works well 

Unlike other platforms, two to three paragraphs of text with multiple images (more than 2) work well for LinkedIn. Personalise your content, share opinions, cover industry topics and try to add value to your community. You can even include drawings, sketches, and notes as images. 


4. Publish an Article to garner better Engagement 

LinkedIn allows users to publish articles with their network. This is a great tool to push opinions and thoughts, and also build your personal brand. Every time you publish an article, your connections are notified immediately — generating instant engagement. Besides, adding hashtags makes them easily discoverable.


5. Post regularly and be consistent

When a connection engages with your post, it becomes visible to their connections (your 2nd-degree connections) and boosts your post’s organic reach. You should post often, about two to three times a week to build engagement and visibility. If your post gets enough traction in terms of likes and comments in the first 10 minutes, it is likely to show up in more news feeds. 


6. 3-5 Hashtags are all you need

Add a mix of 3-5 hashtags; branded, generic and specific at the end of the post. For e.g.: #Architecture and #Design are generic hashtags while #LuxuryHomes and #LuxuryResorts are more specific tags. LinkedIn prompts users with relevant hashtags; it is a good idea to check the number of followers of a particular hashtag. 


7. Social Media Hour

While there is no universally agreed ‘good’ time to post on LinkedIn, posting between 9-11 am and 6-7 pm is likely to get more traction. Monday, Tuesdays and Thursdays are ideal. 


8. Avoid Sharing Links that redirect users to another app or website 

It is debated that inserting a link will lower your reach. Hence, most people prefer inserting links in the first comment. The LinkedIn algorithm encourages users to stay on their platform, so avoid sharing YouTube links or links to other sites. Instead, upload videos directly onto LinkedIn.


9. Include Relevant Keywords to be Discovered by Search Engines 

LinkedIn pages are indexed by google search, so include keywords that are relevant to your industry or keywords that users will search for on search engines. For e.g.: the company tagline and about section should give a clear and concise description and encapsulate important keywords. 

Pro Tips: Engage with your employees; make sure they have listed your company as their primary workplace, so that they show up when someone searches for the company page. Moreover, add a LinkedIn icon to your website and mailing letters. Monitor your analytics and check demographics to get insights on performance and engagement to create a content strategy that works. 

12 October 2020

MEDIA
Rigging Ratings

Republic TV among the three channels allegedly gaming ratings

Republic TV is among the three channels being investigated for allegedly gaming ratings and using them to spread fake narratives and gain ad revenues, the Mumbai police said today. Two TV channel owners have been arrested and the directors and promoters of Republic TV are being investigated for ratings fraud. Officials of Republic TV - which claims the highest TRPs..Read More

09 October 2020

COMMUNICATIONS/PR
The evolution of client-agency relationships

Study: Indian PR Profession Reckons With Changing Future

The pandemic has sparked several debates on what it means for the future of public relations. One of the more interesting facets worthy of study has been the relationship between the agency and the client, and how important are the communications functions regarded by organisations. When the global lockdown began, businesses’ expectations from PR were charact..Read More

09 October 2020

APPOINTMENTS
"Every little helps" TESCO

Nimmi Sebastian joins Tesco to add retail PR know-how

Nimmi Sebastian bolsters the communication leadership team by joining Tesco as head of Communications & CSR. Based in Bengaluru, Nimmi is an experienced retail communications practitioner and was previously in a similiar role at Lowe's India. With over 10 years in the industry, she also held positions at Brillio and Wipro.

 

yle="color: rgb(102, 102, 102);">She can be reached on: https://www.linkedin.com/in/nimmi-sebastian-she-her-hers-14551425/

09 October 2020

BEST PRACTICE
Let's talk TECH with PR: PRPOI panelists - Episode 26

Nothing niche anymore...technology is woven into our daily lives

Some love it, some fear it! Whatever you do...you cannot ignore it ! Years ago this was a super-specialized vertical. Not anymore, tech-enabled and digital-first are ‘flags to fly’! So how do you upskill yourself in this field ? What does Tech PR mean? Can you switch from Lifestyle to Tech with ease? What skill sets do you need? Engage with tech PR spec

ialists, Shalini Singh and Debamin Guin; and tech journalist, Nimesh Dubey on PRPOI’s Facebook Live on Saturday 10th October at 12noon.

09 October 2020

MOBILE
Influencers have the power to humanize brands

Study: 21% respondent made an influencer-motivated purchase since the March lockdown

About half (51%) of consumers said they had bought a product or service after seeing it used or promoted by an influencer in the past two years, per a study that coupon company Valassis shared with Mobile Marketer. Younger adults are more likely to be swayed, with 39% of people ages 25 to 34 saying influencer endorsements affect their opinions about brands. Valassi..Read More

09 October 2020

BEST PRACTICE
The Magazine Pitch

Protocols, post Covid-19 pivots and cover stories unravelled by PRPOI's Sonali Sokhal

India has had one of the most robust presence of magazines in the world. There are almost a 1000 plus titles, with enough representation for B2B magazines as well as regional language magazines. How does the PR Fraternity engage with them? Will we witness many changes in magazines in the post COVID-19 world? Is there a way to snag that coveted cover story? These we

re the central questions that formed the core of our panel discussion with senior representatives from the magazine fraternity; Parineeta Sethi, Chief Editor and Publisher at Pinnacle Connect and Smitha Menon, Culinary Editor & Associate Digital Editor at Conde Nast Traveller India. We have encapsulated the key takeaways for you in this piece. Read on to refine your media pitch for magazine editors: 

Curated Content: 

How do editors choose and curate content for their magazines, and what is the best way to approach them?  In the words of Smitha Menon, the best way to gain this knowledge is “Research a magazine, and to read it’s content to understand how each magazine’s content is defined”, in the same way Parineeta Sethi shared, “We look for unique and innovative content which will engage our viewers while staying within the purview of the magazine. The more interesting the content it, the greater the relevance it has for the audience of the magazine and the more in sync it is with the general direction of the magazine are all important factors for making these choices. 

Protocols to Approach: 

If you are still confused about the best way to approach a magazine team, then here is the gist: There is really no one way to do so. Both Parineeta and SMitha agree that a transactional approach is a definite put off when it comes to engaging with PR professionals. The ones who do their homework, check in with well written pitches and emails, make sense. In terms of whom to approach, it is not always necessary to go directly to an editor.  In Smitha’s opinion, sometimes a well written pitch to a beat journalist in the magazine has a better chance as all writers do look for good stories and will run it by editors. In Parineeta’s opinion, it is best to send the mail cc the beat journalist and the editor. The effort should be in understanding the minds of writers and editors and offering a value add to them.

Post Covid-19 pivots:

Covid-19’s business impact has witnessed a great deal of magazines shutting down. Many International titles no longer operate or have been reduced to social media handles. In this case both panellists agreed that Covid-19 was the digital push that the magazine media needed. In most cases the magazines have witnessed a great deal of subscription based sign ups and activity, even from Tier 2 cities and not only urban centres as was the case earlier. Print editions, however still remain a challenge to put out. Advertising budgets have shrunk drastically in this period further impacting magazines. Yet, magazines are also evolving in terms of brand and audience engagement. There have been additions of new sections, contests and panels, as well as an inroad into niche audience segments from masterclasses, travelogues and even video blogs going up on magazines to change the very nature of passive reading to active engagement. 

Perfecting the Cover Story:

Is it still possible to get a magazine cover? Will the cult of celebrity dominate lifestyle magazines covers? Well apparently there has been a segmental shift even in this section. As magazines innovate even more to keep pace with the changing times, celebrities may no longer dominate all editions. With the democratization of content in a digital and social world, its now less aspirational and more engaging in terms of content. So a well researched cover story, which offers exclusive content may well be the answer to securing that elusive cover.

Magazines are also story-telling:

In the past few years, magazines have moved beyond being books with images and articles to truly partner with brands for multiple format story-telling. From tailored content, to events in different categories, as well as awards for the most distinctive offerings, magazines have raised the bar in the past few years. This trend is only going to continue further with magazines partnering with brands to curate the most engaging consumer connects and experiences. The credibility of the magazine title will always be there, despite the growing influx of influencers. In fact, many times magazines and influencers are now partnering with each other to create new ways of engaging with audiences. As neutral and objective platforms, magazines do offer an edge over here. 

In the end, magazines are just one more aspect o the ever evolving format of media in India. Covid-19 may have thrown some challenges their way, but Indian magazine titles are evolving with a stronger digital and social presence and more engaging content. 

The above is by special arrangement via a collaboration with PRPOI 

Watch the video here: https://www.youtube.com/watch?v=nbrNIjwtQqg

08 October 2020

APPOINTMENTS
The Bombay Shirt company's new look

The Bombay Short company has appointed Bhavana Singh appointed as VP of Brand Communications. Based in Mumbai, Bhavana is an experienced communications practitioner with extensive agency in-house expertise. With over 10 years in the industry, she was previously at Genesis Burson-Marsteller Mumbai; and held positions at MSL and Ketchum. 

yle="color: rgb(102, 102, 102);">She can be reached on: https://www.linkedin.com/in/bhavanasingh/

08 October 2020

MARKETING ECONOMY
Content sells

Sheridan laid out his "big five" content marketing priorities for sales enablement

Marcus Sheridan knows a lot about the value of content. He saved his pool and spa business using it and has gone on to be a sought after international speaker on the value of content marketing and content strategy. I remember reading his story years ago when content marketing started to gain acceptance as a viable marketing strategy. So when I saw he was doing a se..Read More

08 October 2020

COMMUNICATIONS/PR
“Our product’s gonna sell itself”

Start-ups need marketing and PR but don't know it...

I do a lot of work with startups and hear a variation of this surprisingly often-“We’ve budgeted very little for marketing because our product’s gonna sell itself.” I’m always taken aback. And it signifies a complacency that’s proved commercially fatal for the business every time. Of course, entrepreneurs need bucket loads of com..Read More

08 October 2020

MARKETING ECONOMY
Compelling content for Email marketing

A few quick ways to improve your email marketing strategy

Are you looking for ways to improve your email marketing strategy? Want to create compelling content for more successful email marketing campaigns? Writing captiavating copy for your email campaigns can be tricky with so many emails flooding your subscribers' inboxes on a daily basis. In addition, there will always be the constant war with competitors' campaigns fo..Read More

08 October 2020

COMMUNICATIONS/PR
“We no longer have a PR Team” TESLA

Tesla dissolves its PR department-another first for Elon Musk

Electrek can confirm that Tesla has dissolved its PR department — technically becoming the first automaker who doesn’t talk to the press. It’s something that we have discussed on our podcast several times over the last few months, but now that reporters are publicly complaining about it, we thought we’d clear things up in an article. Tesla h..Read More

07 October 2020

MEDIA
New desk editor at IANS

Aasheesh Sharma joins a "buzzing newsroom" team

Aasheesh Sharma joined Indo Asian News as a Deputy Editor. He is an award-winning bilingual journalist with wire service, newspaper and television experience of more than 23 years. His previous role was played as a Deputy Editor at Mail Today. He had long worked with Times Group in his Journey of Journalism.

07 October 2020

APPOINTMENTS
Edutech calling for Bajaj

Sameer Bajaj joins as global head, communications & external affairs at Whitehat Jr

WhiteHatJr has strengthened its communication and outreach team by onboarding Sameer Bajaj as the Global Head of Communication and External Affairs. He will be reporting to Karan Bajaj, Founder, WhiteHatJr. Bajaj has been working in the communications industry for over 22 years and brings in a rich experience in corporate communications and external affairs. Prior ..Read More

07 October 2020

BRAND
Paint your nails...boys

Enter Faculty, a men’s-only cosmetic brand

Do you paint your nails? If so, do you remember the first time you did? I’ll make it personal: I do. It was right before COVID-19’s U.S. onset in early March. In retrospect, that’s not that long ago, but with how time’s been moving in 2020 it feels like eons. As much as I’d like to assign some deep, philosophical meaning to the act, th..Read More

07 October 2020

MARKETING ECONOMY
$142 billion retail sales driven by Chatbots...really?

Juniper Research points to Chatbots as key driver in omnichannel retail

A new report from Juniper Research found that consumer retail spend over chatbots will reach $142 billion by 2024; rising from $2.8 billion in 2019. This represents average annual growth of 400% over the next four years. The research identified the retail sector as a key beneficiary of advances in NLU (Natural Language Understanding) technologies. It forecast that ..Read More

07 October 2020

WORKSPACE
EQ for Communicators

Mental health discussed by PRmoment with @PRCAIndia & @Yougov_India

Register Now! For the discussion over the the role of EQ at the workplace and mental health with Nitin Mantri (President PRCAI and ICCO Group CEO Avian WE), Deepa Bhatia (G-M India YouGov), Sangeeta Chandran (Global Head TCS Cares lead), Archana Muthappa (Head of Corporate Communication at Bangalore Internationl Airport), Pratishta Kaur (Senior Manager Archetype),

Dr. Neha Bhardawaj (Clinical Psychologist & Director Mind Solance) and moderated by Paarul Chand (Editor-In-Chief Prmoment India). To attend the webiner on 7th Oct, 2 PM

Register here: https://zoom.us/webinar/register/WN_MG_LN2HBRn-ShJyuXtjD_g

06 October 2020

LEADERSHIP
APAC networks lead change with C-suite women executives

APAC imbalances in leadership despite high female representation

Asia’s growth, and growth potential, has long been a dominant narrative for PR agencies, but it has largely been left to expat leaders — usually male, always white — to capitalise on it. There are signs that this is at last changing. Four major networks, including Ruder Finn, H+K Strategies, MSL and the Hoffman Agency are now led in Asia-Pacific b..Read More

06 October 2020

MEDIA
Hathras, journalism and the UP government

The Editors Guild of India statement

The Editors Guild Of India condemns the manner in which the law enforcement agencies of the Uttar Pradesh government, led by Yogi Adityanath, have prevented media persons from reporting on developments in and around Hathras after a brutal assault on a woman leading to her death and the hurried cremation of her body by the authorities without the presence of the fam..Read More

06 October 2020

OPINION
Social evils

Do Brands align with a purpose to bring a real change?

When the government announces the budget, all brands line-up to offer their opinions and not surprisingly 90% of the opinion will be towards praising the budget. When a new policy is announced, most quotes in almost all industry stories will be pro policy. We as public relations practitioners would rarely advise a client to quote anything that would create controve..Read More

06 October 2020

MARKETING ECONOMY
Googles's publishing alliance

Google vows to pay publishers around $1bn

Google has vowed to pay publishers around $1bn for news over the next three years – a step that could help it win over publishers such as News Corp and Axel Springer, and satisfy vocal industry critics that demand it pays for the content it distributes to web users. Chief executive Sundar Pichai committed the sum in a blog post on Thursday. The $1bn commitmen..Read More

06 October 2020

RESEARCH
A year off-script

KPMG unveils it's Media and Entertainment 2020 report

There has been a perceptible slowdown in global economic activity since 2019 with rising trade barriers and increasing geopolitical tensions constraining growth. In line with trends in the global economy, India’s real GDP declined from 6.1 per cent in 2018 to 4.2 per cent in 2019. The tepid economic climate combined with a slowdown in domestic consumption had..Read More

05 October 2020

CASE STUDY
A sari, puma sneakers and a hoop

Social media can be quick and easy...

We were gobsmacked as to why this particular video of Eshna Kutty hoop dancing to the Genda phool number went viral. After all, it was not shot well (according to my filmmaker husband), and she and I had disagreed on the saree she chose as she rifled through my cupboard, and hooping skills wise she herself rated it just 4/10. Even Puma India whose sneakers she endo..Read More

05 October 2020

MARKETING ECONOMY
Compelling content for email marketing

Quick tips to improve your email marketing strategy...

The team from Campaigner share their tips for success in this infographic. Writing captivating copy for your email campaigns can be tricky with so many emails floodings your subscribers' inboxes on a daily basis. In addition, there will always be the constant war with competitors' campaigns for you to stand out with your readers. To help fight the battle, you need ..Read More

05 October 2020

APPOINTMENTS
Arati Mukerji joins Tata

Tata adds muscle to its communications leadership

Tata has added to communication leadership team by on-boarding Arati Mukerji, as AVP & Global Head of Communications, Brand and Public Affairs. Based in Gurgaon, Mukerji is an experienced communications practitioner with both agency and in-house expertise. With over 15 years in the industry, she was previously Director, Communications & Citizenship at Micro

soft; and held positions at Michelin, Motorola and Edelman.

She can be reached on: https://www.linkedin.com/in/aratimukerji/

05 October 2020

BRAND
S.Pellegrino at a time of COVID

Innovative marketing: as NY and LA restaurants swap signature dishes

S.Pellegrino's "Destination Dining" series is a novel experiential marketing program to promote restaurants that are a key source of revenue for the mineral water brand. By giving diners a chance to sample food from a restaurant 2,500 miles away, the marketer can drum up business for independent restaurants and generate excitem..Read More

05 October 2020

COMMUNICATIONS/PR
Get that magazine cover story!

SKRIBE partners with PRPOI on Facebook Live - Saturday 12pm, October 3rd

If you’re keen to get to know how best to pitch to new media formats from magazines to online portals, connect with PRPOI’s expert panel of publishing and editorial leaders - Condé Nast Traveller’s Smitha Menon and Parineeta Sethi, Publisher, Pinnacle Connect. Get a perspective of changing media formats, evolving content strategies and audi

ence engagement techniques. Smitha Menon, is Culinary Editor & Associate Digital Editor, Condé Nast Traveller India has been driving publication's F&B profile. Prior to this, she was the Mumbai Editor of the lifestyle website Brown Paper Bag. Parineeta Sethi, Chief Editor and Publisher, Pinnacle Connect, is synonymous with wellness & luxury lifestyle media with a portfolio including Global Spa, Peaklife and Millionaire Asia. 

For More Information: https://www.facebook.com/groups/prpoi/

01 October 2020

DIGITAL DISRUPTION
Digital advertising set to overtake TV by 2021

TV ad revenue will see a huge drop from the ?26,200 crore figure of FY20

With consumers glued to digital media and online shopping during the covid-19 lockdown, online advertising is expected to result in a 12% growth overtaking traditional media like television which will contract by 17% this year. At ?22,300 crore, total digital advertising revenue will beat the ?21,700 crore revenue of TV over FY21. Owing to the dismal first quarter ..Read More

01 October 2020

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