MAM
GUEST COLUMN: What does future hold for PR and communication industry?
Mumbai: The pandemic has impacted nearly everything that we do in our personal and professional lives. But if there’s one thing that it has affected the most, it is undoubtedly the way people interact and communicate. And unsurprisingly, the public relations (PR) and communications industry witnessed significant transformations to that effect.
Businesses felt a need to rethink their communication strategies as consumer behaviour and patterns changed suddenly with the pandemic altering our daily lives and routines. The PR industry had to cope and adapt its approach to helping businesses communicate their messages in a context that’s relevant and meaningful for all stakeholders.
The acceleration in digital adoption has led the PR industry to take an integrated approach as opposed to the traditional approach that was largely in practice. The industry as a whole is up for some new changes and going forward PR agencies would need to adjust to the emerging trends to stay competitive and relevant. By the end of 2025, it is expected that the global PR industry would surpass a value of 129 billion dollars at a CAGR of 7.4 per cent.
Listed below are a few of the key trends that give insights into the road ahead for the industry in the near future.
1. PR to evolve as a holistic marketing function
Gone are the days when PR used to be limited to publishing a few press releases or conducting events. PR has evolved to become a much broader term now as opposed to a few years back and this can be partly attributed to the proliferation of digital platforms. PR agencies today have an arsenal of services under their umbrella that include everything from press releases to advertising and paid/affiliate marketing techniques. A holistic program is more in demand, clients need to see tangible results in the form of numbers and PR agencies have extended their expertise to all areas of communication that would help businesses rise and position themselves above the noise. Relying solely on earned media isn’t practical in today’s competitive age and PR is now shifting towards a blend of earned, paid, and shared media to accommodate the growing needs of result-oriented businesses.
2. PR to cater to added business functions such as HR and investor relations
PR agencies are now expected to cater to added business functions like HR, finance, and investor relations. PR traditionally used to be associated with only marketing and brand building. But it’s high time that PR agencies act as an extension of their client’s business and not a separate entity that solely deals with marketing or brand building. The employees in an organization as well as other stakeholders such as investors play a vital role in building an image. Going forward, PR agencies would become deeply involved wherever communication and reinforcement of company values are required. Right from what employees think and feel about the company to how to maintain a positive, healthy relationship with investors, PR will go on to become more than just a marketing or brand-building tool.
3. Digital PR and content-driven engagement takes center stage
Though digital platforms were quite popular even before the pandemic, it was during the pandemic that its use exploded like never before. Like every other industry, the PR industry too is adapting to this new trend and has shifted focus towards the inclusion of digital in their PR strategies. PR is taking a more focused approach with content-driven engagement at its heart. As consumers are exposed to a plethora of content on a daily basis, cutting through the clutter seems to be a gargantuan task. Moving forward, PR agencies will channel their efforts towards exploring the digital domain and establishing a strong presence with creative, informative, and authentic content. Measuring success and crafting PR communications driven by data would lead the way in 2022. As content consumption patterns of consumers have changed over the past years, there is a growing need for PR agencies to resort to digital tools and techniques.
4. PR agencies become a mouthpiece for ethical positioning of brands
Modern brands are always under scrutiny and consumers cannot be fooled anymore with marketing that isn’t in line with the brand’s values. People expect more than good products/services from a brand. A brand is expected to be socially responsible and take a stand on issues rather than just promote itself on a host of platforms guided purely by profit motives. PR agencies need to craft strategies reflective of the brand’s values and ethics. PR agencies will need to consciously weave the brand’s values so they are evident across every interaction with consumers and stakeholders. Responsible and ethical communication would be a dominant trend ruling the PR landscape.
With pandemic disrupting businesses like never before, PR became a key business communication tool as its role in navigating crisis situations assumed more importance. The PR industry saw several challenges emerging during the pandemic but it has shown remarkable resilience and adapted quickly to fit into the modern expectations of businesses. The industry is evolving faster and the trends discussed above are indicative of the industry’s future ahead. Partnering with the first movers will help you capitalize on these trends and leverage them to your advantage.
(The author is co-founder of Scenic Communication. The views expressed in this column are personal and Indiantelevision.com may not subscribe to them.)
Brands
Wipro hires 7,500 freshers, withholds FY27 hiring outlook
Profit rises to Rs 3,522 crore, Rs 15,000 crore buyback announced.
MUMBAI- Hiring may be on, but visibility is off, Wipro is adding talent even as it pauses the crystal ball. The company hired 7,500 freshers in FY26 but stopped short of offering any hiring outlook for FY27, underscoring the uncertainty gripping the IT services sector as it pivots towards an AI-led operating model.
The disclosure came alongside its fourth-quarter earnings, where management flagged volatile demand conditions and refrained from committing to future workforce expansion. Chief human resources officer Saurabh Govil noted that over 3,000 of the total hires were onboarded in the March quarter alone, signalling continued intake despite a lack of clarity on deployment pipelines.
This divergence active hiring without forward guidance reflects a broader industry pattern where talent acquisition continues even as deal conversions remain uneven and client spending cycles stretch. Wipro expects its IT services revenue for the June quarter to range between a decline of 2 per cent and flat growth sequentially in constant currency terms, reinforcing near-term caution.
Chief executive officer Srini Pallia pointed to artificial intelligence as both a disruptor and an opportunity. He said evolving client priorities are pushing the company towards outcome-driven engagements, with Wipro increasingly focusing on a services-as-software model through its AI Native Business and Platforms unit. The shift marks a structural change from traditional headcount-led growth to AI-enabled delivery frameworks.
The company has already committed over $1 billion to its AI ecosystem, with investors closely watching how these investments translate into revenue. For now, the numbers present a mixed picture. Net profit rose sequentially to Rs 3,522 crore, while revenue grew 3 per cent to Rs 24,236 crore. However, core IT services performance remained under pressure, with full-year revenue declining 0.3 per cent in dollar terms and 1.6 per cent in constant currency.
Large deal bookings offered a counterpoint, rising 45.4 per cent year-on-year to $7.8 billion, highlighting a widening gap between deal wins and actual revenue realisation. On a quarterly basis, IT services revenue slipped 1.2 per cent sequentially, signalling continued softness in execution.
Margins, however, told a more optimistic story. Operating margins expanded to 17.3 per cent in the fourth quarter, up from 14.8 per cent in the previous quarter, reflecting improved cost discipline. That said, the company cautioned that upcoming wage hikes and the ramp-up of large deals could exert pressure going forward.
Attrition stood at 13.8 per cent in the March quarter, indicating stabilisation after periods of elevated churn. Alongside its earnings, Wipro also announced a Rs 15,000 crore share buyback, reinforcing its focus on shareholder returns, with a payout ratio of 88 per cent over the past three years.
Taken together, the numbers capture a company in transition investing in AI, maintaining hiring momentum, but navigating a demand environment where growth is uneven and visibility remains limited.
