Communications and marketing leaders must sharpen AI skills, says WE Communications' Nitin Mantri

^{The PR Lions Jury at Cannes}

 

What the Cannes Lions entries say about the evolution of PR

 

This trend did not emerge in a vacuum and reflects the importance of PR in business and brand strategy. The remit of PR has expanded to include design and production; data analytics and insight; sustainability, and public policy. Speaking on how the entries at Cannes Lions reflect PR’s transformation, Mantri said, “They showcased a blend of creativity and strategic thinking. Many entries used AI, data analytics, and digital platforms. Measurability of campaigns has a better metric of success — tangible outcomes, audience engagement and more importantly business impact. Additionally, the entries showcased a compelling mix of humour and social causes, highlighting the correlation between commercial imperatives and purpose.” Mantri also observed an increase in cultural sensitivity, with campaigns designed to resonate with diverse audiences across different markets. 

 

Making sense of more complex PR mandates 

 

Amid these new mandates, PR agencies must still work on traditional assignments such as guarding clients from reputational damage and amplifying their role as good corporate citizens. Adding to the complexity of these mandates is the potential virality of any critique. 

 

The rule of thumb in dealing with backlash remains unchanged. Mantri recommended, “Be transparent, open, and hands on. Standing still isn't an option. People want companies to show that they're resetting their priorities, listening, and responding. You should not answer every troll, but you must give your perspective.” Getting a buy-in from the highest levels helps in such situations. In a recent crisis handled by WE Communications, the client’s board got involved and took prompt action on uncovering financial irregularities. Mantri said, “Our advice to the board was to highlight the steps taken to counter fraud. We communicated multiple times and gave their side of the story to the media.”

 

Such openness is key given the rising tide of consumer scepticism. Mantri was clear that PR firms had a critical role to play in this space. He said, “While there is more scepticism, consumers also turn to the brands that they trust to take bold action on societal issues. The terms ‘brand purpose’ or ‘purpose driven comms’ are overused. But the need for businesses to demonstrate how to leave a positive impact on the ecosystem hasn't changed. Corporate reputation and brand purpose are still a crucial piece. For companies making genuine promises and working towards those goals, having comms experts can help them navigate these complex issues.”