IPRCCC 2018: Building powerful PR & communication skills in times of digital media

Prof Ujjwal Chowdhury, Media Dean-Pearl Academy; Nitin Mantri, CEO of Avian Media; Jaya Prasad, MD, Serviceplan India; and Karan Rajpal, Chief Digital Marketing, Dalmia Group discuss the topic

e4m by exchange4media Staff
Updated: Dec 14, 2018 8:15 AM

The ninth edition of exchange4media’s India PR & Corporate Communications Conference (IPRCCC) 2018 held in Gurugram on Thursday saw experts coming together to discuss ‘Developing effective PR and communication skills in times of digital media, integrated communication, and fragmented audience attention.’

The session was moderated by Prof Ujjwal Chowdhury, Media Dean-Pearl Academy. The panellists were Nitin Mantri, CEO of Avian Media; Jaya Prasad, MD, Serviceplan India; and Karan Rajpal, Chief Digital Marketing, Dalmia Group.

Watch the session here and scroll down to read:

Initiating the discussion, Ujjwal Chowdhury spoke about the short film named Shindoor Khela that was launched by the Times of India to promote gender equality and how the film brought Bengali women close to brand TOI.  “Story telling is becoming a part and parcel of every communication,” said Chowdhury.

The panel went on to discuss the skill sets required in today’s young PR professionals.

“Traditional PR industry and PR model doesn’t exist anymore. The business we are in is about branded content,” said Nitin Mantri. He spoke about different formats of branded content.

“Change in skills is just not about pitching to a journalist. Today, it is all about how you tell a right story. One of the biggest talents that agencies are looking for is people with data analytics skills,” said Nitin Mantri.

Speaking on the skill set, Karan Rajpal said, “The skills remain the same, which is understanding the crux of anything you want to tell your audience. The number of intermediators involved in it earlier is reducing big time. When I hire a candidate, I look for the ability to master the language they need to speak to the audience.”

Jaya Prasad said that the skills she looks in a candidate are confidence and content knowledge.

Talking about the requirements in new age PR communication profession, Mantri said, “Today insights and analytics are going to play a major part as we tell stories. I think predictive analysis is going to be the future.”

Rajpal opined that “everything that is interesting us as a professional might not interest the audience.”

When asked about the word of caution she would like to put forward to young PR women professionals, Prasad said, “Don’t look for sweet spots in your working place and be careful with middle-aged men.”

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