IPRCCC 2018: Social media has made this era most challenging for PR industry: John Bailey

John Bailey, Managing Director & Partner, Ketchum Singapore, delivered the keynote address at exchange4media's India PR & Corporate Communications Conference (IPRCCC) 2018

e4m by exchange4media Staff
Updated: Dec 13, 2018 4:12 PM
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John Bailey, Managing Director & Partner, Ketchum Singapore, delivered the keynote address at the ninth edition of exchange4media's India PR & Corporate Communications Conference (IPRCCC) 2018 held in Gurugram on Thursday.

Addressing the PR & corporate communications fraternity, Bailey spoke about the challenge of being “always on” in the current digital age to manage and protect the reputation of brands and personalities.

Watch the session here and scroll down to read:

He started the session talking about building and descending reputation. He said that this era is the “most challenging” in years for the PR industry, and social media plays a vital role in it. The challenges of mobility and visibility contributes side by side, added Bailey.

Explaining the difference brought in by the changing times, Bailey, through examples, walked the audience through the transition.

“Today, PR plays a more important role as the reputation of brands and personalities are on the brim due to the presence of multiple screens, and most importantly, videos and pictures,” Bailey said, adding that these mediums create perceptions in just no time.

“5G network is operating in many countries right now. Some parts of the world, especially developing countries, are undergoing spectrum upgradation. The free capacity has even aggregated the role of PR & corporate communications. Now with the popularity of live streaming, brand positioning is hampered in less than a minute’s time,” said Bailey.

He also mentioned about an incident where credit card information of 1.4 million customers of a popular international airlines was compromised.

“We live in an era of pictures and videos going live on social media. And so brand reputation should be watched very closely,” suggested Bailey.

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