In the final 10 years, PR has taken a completely different dimension, particularly after the entry of social media and the speedy shift to digital throughout the pandemic interval. At the similar time, the trade has been dealing with stiff challenges, furthermore consumer expectations have additionally elevated, with extra emphasis being given to digital and on-line popularity administration. The trade has undergone a radical shift and the present occasions have pushed the trade to vary gears.
In PR Conversation this week, Sonalee Kumar, Director, TCCGGD speaks about the PR methods used to speak with luxurious and life-style manufacturers, techniques employed to safe media protection and influencer partnerships, key developments in the PR panorama for luxurious and life-style manufacturers, and extra.
In the world of luxurious and life-style manufacturers, how do you method the delicate stability between sustaining exclusivity and fascinating with a broader viewers by way of PR?
For an impactful PR technique, it’s crucial to grasp the brand’s wants and necessities. Every model has a completely different method and outlook in the direction of the market. It is necessary to establish the proper viewers, one that matches their goal. A personalised and tailor made technique is the key to sustaining exclusivity. In the aggressive PR trade, recognising the brand’s goals is what lays the basis to a profitable communication with the viewers.
Could you elaborate on the methods and techniques you use to safe media protection and influencer partnerships to your shoppers in extremely aggressive markets?
Public Relations is a very specialised discipline that requires a tactical method to constructing and speaking a brand’s narrative. A powerful pitch consisting of the brand’s USPs and key factors that spotlight the brand’s message set the base for exploring media protection, collaborations and influencer partnerships. At TCC, we start our engagement with a communication technique workshop that helps the organisation to speak successfully and meet core organisational goals. The begin level is all the time to establish your buyer, the proper viewers for the model. This additional helps in tapping into the proper publication for the media protection or associating with the influencer that resonates with the model and its viewers. Curating compelling campaigns and powerful advertising methods additional makes a sturdy case to garner most eyeballs.
Could you share a success story or case examine the place TCCGGD’s PR efforts performed a pivotal function in reaching a consumer’s goals?
TCCGGD has performed an necessary function in introducing some of the key manufacturers in the nation, unfold throughout the discipline of trend, magnificence and life-style. Our PR journey spans over 22 years, the place we achieved many milestones. We had been the nodal company for the LVMH group for a few years. We launched ZARA and deliberate a technique, which was very completely different from their worldwide counterparts, convincing them to discover the Bollywood path to launch the model in India. We did a guestlisted occasion for them at a time when the idea was nonetheless unexplored. We additionally related to main designer, Anamika Khanna for the launch of BVLGARI. This was carried out so as to add a contact of tradition and provides the viewers one thing distinctive, a idea untouched at the moment. We are additionally the PR pioneers for Okay-Beauty in India and launched manufacturers such as Laneige, Sulwhasoo and Etude, whereas catering to Innisfree for over 8 years. Our methods haven’t solely garnered eyeballs however have additionally helped the manufacturers to realize their goals in phrases of advertising and gross sales. We have seen an enlargement in bodily shops, revenue numbers rising and a demand for extra product variations matching to the worldwide choices.
What key developments or shifts have you ever noticed in the PR panorama for luxurious and life-style manufacturers in current years, and the way has TCCGGD tailored to them?
Over the previous few years, the PR panorama has developed. The focus has shifted in the direction of digital and social media. Influencer advertising has positively been a sport changer for manufacturers. Tapping into the proper viewers by way of influencer associations have given them huge visibility and a platform to showcase their providing and convey key messaging. The content material high quality additionally makes a distinction in reaching the PR purpose. Audience resonates with relatable content material, one which instantly connects with their wants and needs. With the introduction of AI, I additionally see that taking great control as part of the brand’s narrative in the months to return.
Reputation administration is essential for luxurious manufacturers. How does TCCGGD deal with PR disaster or detrimental publicity to guard and rebuild a brand’s picture?
The first step is to evaluate the scenario rapidly. Time performs a essential part in an efficient disaster administration technique. Whether it’s 3 am or 10 pm, one must be able to take care of any scenario at any given level. One should establish the attainable media pink flags by way of media scans. Devise a proactive turnaround technique by way of related press materials, curating detailed FAQs and making ready holding statements. Transforming a detrimental or impartial situation to a constructive one by way of previous and future model efforts and duties helps in portraying the brand’s proper intentions. Additionally, one should anticipate and be prepared for a disaster in advance to take care of it successfully if or when required.
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