exchange4media.com and Eikona, the Neutral, Earned Media Planning, Audit & Advisory Service, jointly bring to you an info graphic fortnightly series called EIKONA connect. This series will focus on quick interesting nuggets of PR / Earned Media Trends and dynamics faced by the Professionals of Corporate Communications & PR Firms. The objective is to create and inculcate informed opinion about PR and aid towards Scientific Decision Making Process.
The importance of growing economies in regional and smaller markets got yet another re-iteration. Rather than leaving the responsibility of a brand’s public relations or storytelling initiatives in these markets with the VPs, Regional Heads, Product and Brand Mangers, etc., CXOs have taken up this added responsibility. They themselves are taking charge of telling their brand’s story to the various stakeholders in smaller markets.
For the period of 2013-2015, Eikona data shows a surge in CXO’s participation in a brand’s PR initiatives in regional and smaller economies of India.
The above data is a representation basis of the Top 15 industry verticals that contribute to maximum media space by volumes. Some of the sectors that feature in this list are: Telecom, Banking, Insurance, FMCG, TV Broadcast, etc.
What does this mean for PR Agency & Corporate Communications Industry
This is good news as local media will be more willing to interact and give time to CXO level spokespersons. CXOs spending time in local markets will lend added credibility and seriousness for the brand.
Moreover, CXOs messaging creates occasions to fuse Corporate Communication objectives with those of MarComm. Apart from distributors & consumers, various other stakeholders in local economies will also get addressed.
It also means that with CXOs taking a leap into the local markets, their communications training workshops, which was so far very Corporate News centric will need a drastic change and customization market by market.