June 2023 – Vikram Kharvi

From Passive Receivers to Active Participants: The Evolution of Consumer Behavior

Hello, everyone! Happy #ThrowbackThursday! Today, I want to take you on a trip down memory lane to look at how consumer behavior has dramatically changed over the years and the implications it holds for us. Let’s wind the clock back a few decades. Once upon a time, consumers were mainly passive receivers of messages that brands pushed through traditional media channels. They had limited choices and limited voices. Fast forward to the present, and we’re in a vastly different landscape. Today’s consumers are not just listeners; they’re talkers, sharers, creators, and influencers. With the advent of digital and social media, they’re empowered to voice their opinions, amplify their experiences, and shape brand narratives like never before. This fundamental shift from passivity to active participation has significant implications for how we approach PR and marketing. So, what does this mean for us?It’s not just about crafting the perfect message anymore; it’s aboutRead More

The Pivotal ‘Lighthouse’ in Guiding Corporate Reputation

Hello all, and welcome to another #WisdomWednesdays! Today, I’d like to shine a light on an aspect of public relations that often goes unnoticed. We often see PR as the beacon that shines brightly during product launches or crises, but I invite you to envision it as the steady lighthouse, guiding the corporate ship through both calm and stormy waters of reputation management. Corporate reputation isn’t just built on well-crafted press releases or successful product launches. It’s the sum of countless interactions, internal decisions, and external factors that cumulate over time. PR professionals aren’t merely the ‘torchbearers’ who step in when visibility is needed or the ‘lamp-lighters’ who highlight the positives of the corporate image. We are more akin to ‘lighthouse keepers,’ continuously monitoring the environment, identifying potential hazards and opportunities, and subtly adjusting the light to maintain alignment with our core values and strategic objectives. We collaborate with stakeholders acrossRead More

“Made to Stick” – Crafting Messages that Resonate and Endure

“Made to Stick” – Crafting Messages that Resonate and Endure If you’re seeking to understand why certain ideas have the resilience of a cockroach while others fade faster than a Snapchat message, “Made to Stick” by Chip and Dan Heath is a must-read. As PR and marketing professionals, it’s our job to ensure our messages not only reach the target audience but also stick in their minds. The authors of “Made to Stick” propose the SUCCESs model – Simple, Unexpected, Concrete, Credible, Emotional, and Stories. This model guides us in shaping ideas that are not only compelling but also memorable. But let’s go beyond the basics today. What if we looked at this model not just as a toolbox, but also as a lens to rethink our entire communication strategy? Think of “Simple.” It’s not about dumbing down complex ideas but uncovering the core of what you want to communicate.Read More

The Social Network – A Masterclass in Public Relations (and its Missteps)

This week, let’s rewind to 2010 and delve into “The Social Network” – a biographical drama that chronicles the inception of Facebook and the lawsuits that trailed in its wake. While the film serves as an intriguing recounting of the birth and growth of a tech titan, it also doubles as a case study on the importance of clear communication, reputation management, and strategic PR. From the perspective of a PR professional, the film offers a unique lens through which we can examine the ways in which public perception and media narrative can shape the trajectory of a brand, especially in its early stages. In the movie, Mark Zuckerberg, the co-founder of Facebook, is portrayed as a brilliant, albeit socially awkward, individual who finds himself embroiled in controversies and lawsuits largely due to miscommunications and misunderstandings. A key takeaway from the film is the importance of proactive communication in preventingRead More

The Labors of Hercules – Showcasing Strengths and Achievements in Reputation Building

Today, let’s venture into the realm of Greek mythology, drawing insights from the legendary tale of Hercules and his Twelve Labors. But why Hercules, you might ask? Because, as PR and marketing professionals, we can learn a lot from his journey about showcasing strengths and achievements for reputation building. Hercules, the demigod renowned for his strength, didn’t earn his fame by merely being Zeus’ son. It was his heroic labors, from slaying the Nemean Lion to capturing the Cerberus, that made him a legend. Each labor showcased a different facet of Hercules’ strength, wisdom, and resilience, solidifying his reputation as a hero. Similarly, in the corporate arena, it’s not about who you are but what you do that shapes your reputation. Your ‘corporate labors’ – your achievements, solutions, and contributions to your field – are what set you apart. They are your ‘Nemean Lions’ and ‘Cerberus’, the milestones that demonstrateRead More

Drawing PR Lessons from the Silver Screen: A Dive into ‘Thank You for Smoking

Hello PR mavericks and entrepreneurs, welcome to this week’s #TuesdayTalkies, where we traverse the reels for real-world PR insights. Today, we are examining the 2005 satirical comedy, “Thank You for Smoking”. In the film, Nick Naylor, a tobacco lobbyist, aptly demonstrates the power of persuasive communication. His job, in the face of undeniable health risks associated with smoking, is to keep people buying cigarettes. His tactics, while morally debatable, offer interesting lessons on public relations and crisis management. 1️⃣ Message Framing: Naylor expertly repositions the narrative surrounding smoking, shifting the focus from health risks to freedom of choice. This is a classic example of reframing a narrative. As PR professionals, we constantly craft and adjust messages to favourably position our clients. 2️⃣ Audience Understanding: Naylor knows his audience inside out – their fears, desires, and motivations. He leverages this understanding to tailor his messages, highlighting the importance of audience analysis inRead More

Navigating the Burnout Phenomenon

In the fast-paced world of PR and marketing, burnout is a silent threat that can creep up on the most diligent among us. It’s not just about being overworked or stressed—it’s a state of chronic physical and emotional exhaustion, often accompanied by cynicism and detachment. Now, what if I told you that the early signs of burnout are not just fatigue or loss of interest, but more subtle shifts in behaviour and attitude? For instance, the onset of perfectionism or the unwillingness to delegate tasks, as we become more protective and controlling over our work. The irony is that these signs often masquerade as ‘dedication’ or ‘commitment’ to our work. You might also find yourself increasingly consumed by work, even during off-hours, leading to an unhealthy work-life imbalance. Subtle changes in your health, like frequent headaches, changes in appetite or sleep, may also signal impending burnout. So, how do weRead More

Picasso vs. Van Gogh: The Power of Storytelling

Today, let’s dive into the art world and explore the captivating stories of Picasso and Van Gogh. Their journeys teach us valuable lessons about the power of storytelling in PR, from Picasso’s ability to sell his paintings to Van Gogh’s missed opportunities. Picasso, the master of reinvention, understood the art of selling his paintings through compelling storytelling. He crafted narratives that captivated audiences, making his work desirable and creating emotional connections with collectors. His ability to weave stories around his art resulted in extraordinary commercial success, turning his canvases into must-have pieces. On the other hand, Vincent Van Gogh, despite his immense talent, struggled to earn much during his lifetime. While his work was exceptional, his lack of storytelling prevented him from reaching a wide audience and reaping the financial rewards he deserved. Van Gogh’s missed opportunities serve as a reminder of the importance of effective storytelling. So, here’s whatRead More

Browsing MonthJune 2023