MAM

GUEST ARTICLE: How PR is evolving to go beyond local geographies and meet the global needs of fast-growing local brands?

Local brands are enhancing their online presence among a certain target audience.

https://indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2022/07/07/23_0.jpg?itok=Mb_52e7F

Mumbai: Local brands have evolved rapidly in the recent decades because of technological advancements and changes in business practices. The emergence of numerous technologies, most notably the Internet, may be monitored and linked to the growth of local brands. New channels and different working techniques were introduced by technology, resulting in a shift in profession and practice that could not have been expected when they were first introduced. Local brands are enhancing their online presence among a certain target audience and may communicate the appropriate message at the right time, improving brand reputation and supporting local brands in becoming global brands. A sound marketing plan is critical to the success of local brands and may help them generate consistent profits.

With PR local brands can communicate with a wide range of people and are not restricted to the geographical borders of their markets, this also implies that companies may conduct business and that their reach has grown global. With such rise and development in technologies, local brands can expand them quicker, reaching the maximum number of audience and connecting brands with different markets throughout the globe. As technology develops, it will emerge with new strategies for brands, which will be supporting the local brands in enhancing the brand awareness and brand position in the global market. Here are the some of the ways in which PR helps the local brands to grow-faster and how it is going beyond local geographics and meeting the global needs:

Digital PR

Digital PR helps local brands to adapt and build their online presence, because brands are wherever people are. It enables local brands to have direct and two-way communications that are not constrained by place or time. Digital PR overcomes digital obstacles by utilising the digital environment to the brand's benefit. It builds solid and long-term relationships with the target audience by disseminating information more quickly and efficiently. positively affects brand reputation and aids in brand awareness.

Building local narrative with global perspective

PR has perfected interacting with targeted audiences by providing customised material that is relevant to the audience and news that is of interest to them. It is assisting in the creation of a story for local businesses, and via that narrative, local brands are gaining a global perspective. It is now simpler for brands to establish a perspective and engage with their desired audience.

Creating larger categories for local brands

With the increased usage of social media, viewers are far more powerful than they were previously. PR helps local brands in creating wider categories and spreading knowledge about them; it also creates a narrative that is controlled by the brands via the use of various instruments. With so much competition in every sector, public relations assist businesses by utilising their USP and categorising them for increased brand recognition among targeted customers.

Facilitated local and International collaboration

The purpose of public relations is to preserve brand image while also representing the fundamental values and offers of the company. It is difficult to connect with a worldwide audience. PR may assist local brands in using sponsored partnerships with global influencers to generate unique engagement programmes and enhance brand recognition for local brands. These may be strategically mapped across channels, from social media and blogger partnerships to on-ground activations at modern trade establishments or leisure/social events, where the local brand can effortlessly connect with its audience and by this local brand can raise funds.

Local brands can now contact the correct audience more efficiently and with more success. Local brands thrive because they can connect with customers and understand their requirements, while still offering products and services at reasonable pricing. In today's world, social media applications like Instagram and Facebook make it simple to establish a local brand. The idea that individuals want to tell their stories and those businesses need to develop and manage their image and communication remains consistent, but there has been a shift in how, what, and where tales are shared because of PR.

The author is Scenic Communications co-founder Anindita Gupta. 

Latest Reads

https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/20.jpg?itok=7aZn6FGx
Leo Burnett India goes hyperlocal, launches LB Regional to help brands maximise reach

Publicis Groupe owned Leo Burnett India has announced the launch of LB regional-a specialised division that aims to help brands maximise their reach with national audiences by understanding region-wise insights. LB regional will help brands create localised content to build relevance with national...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/bourn.jpg?itok=GrlQbCx6
Cadbury Bournvita unveils a short film ‘The Boy Who Failed’ in its latest campaign ‘Tayyari Jeet Ki’

Mumbai: Mondelez India’s nutrition brand Cadbury Bournvita has rolled out a four-minute short film, "The Boy Who Failed," introducing a perspective shift on failure under its campaign "Tayyari Jeet Ki."

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/18/dom.jpg?itok=vhWOh3L_
Domino’s faces FSSAI heat as viral video raises question mark on its hygiene standards

Days after a Twitter user posted a video allegedly showing poor hygienic practises followed at a Domino’s outlet in Bengaluru, the Food Safety and Standards Authority of India (FSSAI) has swung into action. The authorities on Wednesday issued a spot memo to food business operators seeking an...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/17/wing.jpg?itok=Wh-vG4hW
Wing Communications to handle Advait Infratech’s PR mandate

Wing Communications has won the communications mandate for Advait Infratech—a Gujrat-based Infratech on Wednesday.

MAM PR & Communication
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/17/contract_logo.jpg?itok=IJMJHbXJ
Yardley London launches new campaign #Naturalfloralspa

On Wednesday, Yardley announced the launch of a new commercial for its all-new range of floral essence shower gels.

MAM Media and Advertising Ad Campaigns
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/17/myleeta-agawilliams.jpg?itok=dLvnsaLF
upGrad onboards Myleeta AgaWilliams as CEO – International

EdTech company, upGrad has announced the appointment of Myleeta AgaWilliams as CEO-International to spearhead growth across the APAC, EMEA and US regions. She assumed office in August this year.

MAM Marketing Brands
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/17/15.jpg?itok=6VXUoIYK
Dentsu Creative India names Sumeer Mathur as chief strategy officer

Dentsu Creative India has bolstered the strength of its strategy team with the appointment of Sumeer Mathur as chief strategy officer. Mathur will report to Dentsu Creative India chief executive officer Amit Wadhwa.

MAM Media and Advertising People
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/17/arshan_saha.jpg?itok=VYZPx5Am
GroupM APAC senior leadership rejig: Arshan Saha named Nexus APAC CEO

Mumbai: GroupM, WPP’s media investment group, has unveiled a roster of C-suite appointments in Asia Pacific who will lead the regional transformation of GroupM Nexus – the global performance organisation that unites the network’s performance talent and technologies into one single outfit. Arshan...

MAM Marketing MAM
https://indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2022/08/17/endorphins_entertainment_0.jpg?itok=b133xRAV
Endorphins Entertainment bags PR Mandate for ZStack International in India

Mumbai: Endorphins Entertainment, an integrated communications agency headquartered in New Delhi, on Wednesday announced that it has won the PR mandate for ZStack International. It is a cloud computing technology vendor specialising in the research and development of cloud computing software and...

MAM PR & Communication