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EIKONA Connect: PR Industry puts more emphasis on 'Brand Views'...not just 'Brand News'

16-September-2015
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EIKONA Connect: PR Industry puts more emphasis on 'Brand Views'...not just 'Brand News'

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. 
A brand is not about its news alone! In today’s Reputation Economy, a brand expressing its views (for thought leadership) is also becoming a key ingredient not just for its PR visibility but saliency.

PR Industry, till recently, was known only as the dispatch desk of client brand’s news. The brand’s thought leadership, built through Brand Views PR, was missing! While PR professionals and experts spoke about this in client meetings, however on ground, somehow, the impressions were missing.

Good news is that the (Jan-Aug) 2015 numbers, when compared with previous years, show encouraging signs of growth and indicate that our Industry seems to have realized its potential and the responsibility to build Brand Views, rather than just acting as dispatch desk of Brand News! Brand Views PR is growing at 18% annually, and is signaling industry talent growth.

Utilization of editorial platforms like Authored Articles, Columns, Spokesperson Profiling & Quotes, QnA interviews and such other initiatives are seeing an upward trend. It speaks volumes of how the industry is adapting and growing to maintain its efficacy in client’s mind.

Let us look at some quick observations:

1. Brand Views PR ratio growing:

In (Jan-Dec) 2013, the Brand Views PR bit contributed to 26% of the overall Industry PR Pie. In other words, PR News formed 76%. When you look at this number in January -August 2015, it shows that the Views bit has already contributed to 29% of the overall PR pie. It is quite likely that Jan-Dec 2015 will show an even better performance.

2. Brand Views PR growing @18% annually: The average of Top 15 sectors show that Views PR has been growing at a rate of 18% over the last 2-3 years. This is quite a healthy sign and shows betterment of Industry Talent Pool.

3. Sectoral Observations: While 18% in an Industry average, there are certain sectors that stand out:
a. Sectors Bullish on Brand Views PR: Sectors such as BFSI, Pharmaceutical, Telecom, Information Technology, Health, etc. are very aggressive on ensuring that they push out a prominent percentage of their overall PR visibility on Brand’s Views and not just News.
b. Sectors Bearish on Brand Views PR: Sectors like FMCG, Media & Entertainment, Fashion & Lifestyle, Automobile, etc. are yet to action Brand Views as a prominent part of their PR Plan.

4. How does Brand Views PR help: The presence and sustenance of a Brand’s Views in the overall PR Communication plan reflects the following:
a. The Brand Custodians, Client and Agency, really understand the value of Corporate Brand Communications and the importance of Brand Reputation.
b. The PR Agency has evolved from a postman service to that of a partner. It is a small but important KPI signalling that our Industry Talent Pool is towards the right path of growth.
c. Brand Views PR are a saviour in LULL or Non-Product Launch months when the Client-Agency army does not have many talk points to push out.
d. Brand Views PR ensures that PR’s importance grows beyond Marcomm. Not just the CMO but CEOs and CXOs start seeing value.

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