IPRCCC 2019: 'Truth, trust and transparency are the three fundamentals of communication'

At the e4m IPRCCC 2019, experts discuss the role of communication and how to measure impact in the face of shifting communication strategies and objectives

e4m by exchange4media Staff
Updated: Dec 21, 2019 9:51 AM
IPRCCC Role of Communication Panel

The e4m IPRCCC 2019 conference saw intriguing sessions on communication and PR agencies. One such panel session held in the evening with Anup Sharma, Independent Communications Consultant as the moderator was on the Role of communication. The other panel members were Stuti Jalan, Co-founder, Crosshair Communications, H.E. Ziauddin Adil, Founder & CEO, Masthead PR, Pranav Kumar, MD, Allision Partner, Girish Huria, EVP, Avian WE and Aman Abbas, Co-Founder, Commwiser. The topic of the session was on the Role of communication: How to measure the impact especially when there are shifts in communication strategy and objectives.

Sharma started the session saying that Truth, Trust, and Transparency are the three fundamentals of communication. “In the digital age of disruption, an organisation’s business goals change. When UBER came the whole auto industry changed. With every OYO every TAJ hotel has to re-look at their business model. With these challenges, it is necessary to know how to communicate”, stated Sharma.

Huria continuing the conversation remarked, “One of the key things that are happening today is many organizations are following different sources of the matrix. There is no single source of truth. So, the CMO will be following a different matrix and the CCO will be following a different matrix. There is no one truth of measurement that comes along. When we get a brief and we deliver the brief and present it to the CEO we see a completely different point of view where they say this doesn’t match my business point of view.”

“The CEO or CXO is looking for the matrix from PR from a different lens. Whereas, we are delivering it bases a brief from a very different lense. The fact is that if you can deliver the business goal and objective. Collaborate with the CEO’s and CMO’s that is where measurement will come in. That is how PR can be affected”, added Huria.

Kumar shared that there is a bit of a chasm between marketers, communicators, and C- suite in some sense. “They don’t see eye to eye. There is a different kind of matrix that they want to see from their campaigns. Measurement objectives are both a marketing and communications challenge that chasm can only increase over time. When it comes to how do we give it a common metric, that metric has to rear beyond just numbers but to the factors of trust and credibility. Trust is the key factor in communication”, commented Kumar.

Abbas shared, “PR comes into the picture when your digital campaigns make an inquiry, there the role of PR and Communications comes into play. Then you have to measure trust and credibility. If trust and credibility have to be measured, we will have to look at long term objectives. The objective of measurement should be set accordingly for the campaigns.”

Jalan commented that the matrix is changing. “We cannot have something that we were doing some years back. We have to keep revolving on how we do the matrix. Storytelling in digital needs to be engaging. Also, each brand has a different type of storytelling. For some, it will be Tik Tok and for some Instagram”, remarked Jalan.

“Communication needs to be engaging. Every brand should select a channel according to the audience. We should have a mix of both traditional and digital in the PR space, concluded Sharma.

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