10 quarters back, we were a very shy company: Rohit Bansal, Reliance Industries Ltd

Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited was speaking about the emerging tools of PR through Social Impact during his keynote address at IPRCCA 2017

e4m by Ruhail Amin
Updated: Nov 20, 2017 9:29 AM

At the India PR & Corporate Communications Awards (IPRCCA) 2017 organised by the exchange4media Group, Rohit Bansal, Group Head of Corporate Communications, Reliance Industries Limited spoke about the emerging tools of PR through Social Impact during his keynote address.

Underling how Reliance Industries Limited (RIL) has undergone a shift in its communication approach and strategy, Bansal said, “10 quarters back, we were a very shy company. We thought we got the numbers, we processed more crude than anyone else on this planet, but all of a sudden with the onslaught of a lot of political temperature outpouring towards RIL, we thought that is not good enough and about 10 or 11 quarters back we started speaking.”

Citing how RIL has adopted new technology to speak to its stakeholders and how social media has helped it amplify its reach, Bansal added, “When our Chairman Mr. Mukesh Ambani announced the launch of the Jio services and the disruptive free voice, free roaming and just pay for data in September 2016, we tried to do a parallel plug-in to what he was going to say and almost 52 Outdoor Broadcast vans lined up. But I think the ability of social media and the platform of Internet was extremely useful and it helped create that equity for us.”

Bansal also spoke about the conflict of interest which many people questioned him about when RIL took over a major TV network station few years back. Stating how RIL has maintained to keep the editorial of its news channels free of any internal influences, Bansal said, “When we went for the acquisition of a set of media channels, one of the questions that everyone asked was that whenever we will be showing up on that channel or those bunch of channels regularly, we will in a way be becoming a plug point for RIL. I wasn’t prepared for that question but I knew it will be spoken about and I said I promise that I will never put my top guys on your channel, I will send you what I send everybody else."

Commenting on the shift that media has undergone in the last few years, especially with the coming of social media and newer technology platforms, Bansal believes that today’s journalists are working in a more complex environment where they have to deal with a number of influencers. “The media person is different today. I would say journalists have significantly adapted to the new rules and the number of influencers they have now are more than ever before," added Bansal.

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