As communications professionals are acutely aware, great shifts in economic, social, political and technological behavior are afoot, altering the fundamental project of Public Relations. India is at the locus of many of these changes. As one of the most dynamic economies, with one of the fastest-growing middle classes, with the world’s largest democracy, it is possible that these shifts, and their impact on the way companies communicate with consumers, are felt more profoundly here than in any other market.

The Indian communications industry requires nuanced understanding of the complex challenges and opportunities it faces. This study was conceived to facilitate such understanding; as such, we interviewed a wide variety of senior practitioners on the both the agency and client sides, including CMOs and practice managers, to incorporate their diverse perspectives on the fluid situation. We found remarkable consensus on many key issues, but one conclusion was paramount: the industry must adopt Empirical Public Relations: communications strategies rooted in the science of public opinion.

77% of the professionals we talked to said that the primary factor making the industry more complex in the last few years is the ongoing shift from measuring coverage of a communications initiative to measuring its business impact.

Empirical Public Relations demonstrates how campaigns move the needle by creating and applying insights at each phase, working from baseline measurements of perception, through communications tested to maximize effectiveness, to tracking research to demonstrate ROI.

Practitioners agree that applied insights result in impact than traditional, reflexive approaches: 89% of clients say they are more comfortable with research-based campaigns. However, a crucial gap currently prevents the industry from applying science to its practice: agencies are waiting for clients to demand measurement, while clients are waiting for clients to propose it. Fortunately, we also found a bridge. Clients say they are ready to pay the premium for insights-based campaigns – meaning that agencies must create a framework to address this opportunity.

This new model will be constructed on a foundation of expertise in the science of public opinion, which will require development of the communications industry’s human capital. Therefore, industry leaders must enhance their organizations’ applied science capabilities by upgrading their own skills, developing those of their employees and hiring new expertise into their teams. And much as Empirical Public Relations will change the way campaigns are priced and paid for, addressing the human capital challenge will require a revised model of compensation, both to attract and retain first-class talent.

Simultaneously, communications firms must also make strategic investments in technology, both to communicate most effectively in an ever-accelerating, ever more-global digital world, as well as to improve business efficiencies.

As Public Relations engages in more and more projects with demonstrative bottom-line impact for clients, the industry will increasingly earn a place at the table with chief executives, a perspective which will lead to more business-impactful communications. This positive feedback loop will benefit both our industry and our partners – and it is founded on Empirical Public Relations.

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Tags: empirical public relations, Public Relations