IPRCCC 2019: Consistency of the message is key while communicating, says Aditya Ghosh, OYO

At the e4m IPRCCC, Ghosh, CEO - India & South Asia, OYO, shared insights on how to stay relevant and authentic in the age of social media

e4m by exchange4media Staff
Updated: Dec 21, 2019 7:38 AM
Aditya Ghosh

The second keynote session at the e4m IPRCCC held in Delhi today was by Aditya Ghosh, CEO - India & South Asia, OYO. Ghosh spoke about the fundamentals of communication and spelt out how technology and digital media affect our communication strategy, especially at a time when social media is the new medium of communication.

Ghosh started off the session by saying: “The thing about being relevant is that as business leaders, we often grapple with the changing consumer needs and what people are wanting to hear from us. What really matters is whether we being relevant to our services in the life of the people we are dealing with. That is the core of understanding what the consumers’ needs are and what they want to hear about instead of overloading them with information.”

 At OYO, Ghosh states that they have built one of the most leading hospitality businesses. The brand aims to provide clean and hygienic hotel accommodations around the world at convenient locations. “Consistency of the message becomes important when you are talking to people internally and externally”, commented Ghosh.

He pointed out that the role of the communication team has undergone a big transformation. It is no longer just the spokesperson but the very face of the company. “Likewise, the role of external PR has also changed. They are concerned about not only what is happening, but also why is it happening.”

“It is not just important to go out there and communicate what has happened but to be able to explain why something is happening”, added Ghosh. He also added that it requires tremendous understanding of what the business stands for and wants to communicate.

Calling social media a very powerful tool, Ghosh lists down three reasons why it’s becoming a force to be reckoned with: it is fast, it is unfiltered and it is easy for users to put their points of view across.

Ghosh remarked: “There are massive amounts of information. And those journalists who will bring clarity to the consumers will stand out.”

Communication is such a powerful tool. What has worked for Ghosh is the internal connect through social media and being personal and authentic in his approach.

 “My advice to business leaders is to think when while they are speaking. For PR agencies, don't communicate unless there is a real message to be conveyed. There is already an information overload. How you communicate should depend on your TG. We need to go back to old campaigns to see where leaders have gone wrong in their messaging”, signed off Ghosh.

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