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Faces & Markets of PRGN: India – Where Diversity Meets Dynamic Growth

The information in this post originally appeared on Public Relations Global Network’s blog.

We are pleased to share the next post in a series of in-depth profiles of key international markets written by one of our PRGN partners.

Faces and Markets of PRGN is a series of blog posts in 2024 that puts Public Relations Global Network (PRGN) member agencies and their markets in the spotlight.

In this next blog post in the series, Sunil Puri of Mileage Communications describes the business and communications environment in India and offers advice on navigating his home market.

Public Relations in India’s Diverse Market

India is fast becoming a crucial market for public relations. This is fueled by its fast-growing economy, diverse workforce, and dynamic consumer base, driven by a young population. Furthermore, the country’s diverse regions sometimes necessitate a hyper-local communications approach, sensitive to each region’s languages and ethnic requirements. Cultural, geopolitical, demographic, and social distinctions all play major roles. Also, as businesses globalize and PR practices undergo significant changes, companies in India face the issue of balancing local strategies while building a comprehensive global narrative. This transformative phase calls for a blend of localized insights and global thinking, reshaping brand perception within India and across borders.

The Communications Landscape in India

India’s diverse and dynamic market landscape offers multiple opportunities for public relations strategists. With a broad consumer base, PR plans require strategically tailored campaigns to resonate with regional needs and nuances. Additionally, the extensive digital reach of India’s population is an asset in amplifying PR efforts, leveraging social media and online platforms as crucial tools, especially when engaging with India’s tech-savvy youth. The vast array of diverse media channels allows PR campaigns to geo-target and communicate at multiple levels. However, despite growing digital literacy, print media has bounced back after Covid-19, especially in Tier 2 and 3 cities. This highlights the multifaceted nature of India’s information consumption landscape and the dynamic interplay of digital and traditional channels, further highlighting the multidimensional approach needed for successful PR campaigns in India.

Key expertise of Mileage Communications India

• Pan-Indian media relations, media partnership programs, and influencer marketing
• Content strategy and digital PR
• Industry verticals: Tourism and Aviation, Automotive, Lifestyle and Retail, Technology and Crisis Communication

Global companies navigating the PR landscape in India

As global decoupling intensifies in 2024, a new and rapidly changing approach in public relations becomes essential, especially for companies with an international footprint. This necessitates a hyper-local approach to communication, with due sensitivity to each region’s cultural, geopolitical, and social nuances, while simultaneously maintaining its global narrative. Crafting communication strategies that suit India’s cultural fabric and local needs, languages, and customs are pivotal. Additionally, by adopting predictive analytics, global organizations can anticipate and address potential issues before they become full-blown crises. 

The diverse ensemble of media channels significantly shapes the communication landscape in India. Consumer communication is now disseminated via multiple channels, incorporating platforms like social media (mainly Facebook, Instagram, and X for consumers, and LinkedIn for business), television and radio, podcasts, email, online reviews and ratings, print media, and out-of-home.

Most influential media for consumer communications in India

• OTT, Connected TV and Linear TV
• Social and Digital Media
• Print and Radio

Most influential media for corporate communications in India

• Business and News Media Platforms and Channels
• Professional Networking platforms – like LinkedIn
• Print Media

Most popular social media channels in India

YouTube: 462 million users

Instagram: 359 million users

Facebook: 315 million users

Snapchat: 182 million users

LinkedIn: 117 million users

X: 24 million users

For more statistics on India and to download the author’s full bio and market report, click here.

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