- Navigating the modern communications landscape with style and wit
In the ever-evolving world of communications, the role of Public Relations (PR) has become increasingly crucial, serving as the linchpin between organisations and their target audiences. Sri Lanka, a nation renowned for its vibrant culture and rich heritage, is no exception to this global trend. As the country emerges from the shadows of an economic crisis, the PR industry is taking centre stage, reshaping its strategies and redefining its purpose to navigate the new landscape.
Gone are the days when PR was perceived as solely a tool for managing reputation. Today, it has transformed into a dynamic force that connects businesses, government bodies, and individuals with their stakeholders, fostering trust, building relationships, and driving meaningful engagement.
In this article, The Sunday Morning Business explores how the PR landscape of Sri Lanka is evolving, adapting, and thriving amidst challenging times, with insights from PR experts who are at the forefront of this transformative journey.
Recognition for PR
Speaking to The Sunday Morning Business, Wire Communication Consultancy Group Chairman Ashan Kumar stated that the Sri Lankan PR industry was also not immune to the headwinds from the crisis as it faced challenges in revenue, increased overheads, and staff recruitment issues similar to other industries that were braving the historic crisis.
“Still, while some firms struggled, we managed to turn this adversity to our advantage. The Wire Group transformed the challenges by adopting productive remote work practices and innovative technology and we emerged stronger than ever. Global public relations and communications are growing so much that 2022 (a year in which Covid appeared to continue its spread) was in fact a milestone for them. This dynamic industry is growing annually at a rate of 7% and was valued at $ 97 billion in 2021,” Kumar added.
According to Kumar, Sri Lankan businesses are now focused closely on their core strengths and key market segments and as a result, they have little time on their hands to focus on PR.
He added that Sri Lankan businesses had made strides in understanding the fundamentals of PR, including media relations, crisis communication, and brand management.
“Many organisations have established PR departments or engaged external PR agencies to handle their communication needs. This indicates a recognition of the value that PR can bring to their overall business strategy. However, awareness of how real PR works and a clear definition of Key Performance Indicators (KPIs), including a lot of educational awareness, are important to a market that is heavily sales driven.”
He noted that some businesses may still be in the early stages of understanding PR and were primarily focused on basic activities such as press releases, media coverage, and event management. This could be due to various factors, including limited resources, a lack of awareness about advanced PR strategies, competing priorities within the organisations, or resistance to learning, he added.
According to Kumar, the new trend in the industry is that it is increasingly supported by data. “Some say the industry is becoming data-driven, but in general, data is not a driver in communications and PR, unlike the software industry. Data significantly complements PR engagements,” he said.
“Another trend we see is the need to address the ESG (Environmental, Social, and Governance) framework of corporates – be they local or global. Investors and consumers are increasingly scrutinising the engagement of brands in ESG before investing in or purchasing them and a significant communications sub-industry, ‘sustainability PR,’ has crystallised to serve this niche, which we look forward to helping our clients with.”
Referring to a DataReportal survey, Kumar stated that the number of domestic internet users between 2020-2021 alone had increased by 8%. This trend necessitates a bigger workload/work requirement for reputation managers and corporate communications managers on Volatility, Uncertainty, Complexity, and Ambiguity (VUCA).
“Our survey found a 25% increase in service requests related to market intelligence, business intelligence, strategic intelligence, and data mining (via databases), which led to the formulation of communications campaigns focused on behaviour and change.”
SL businesses understand PR
Speaking to The Sunday Morning Business, PR Consultant Sujatha Premaratne stated that the PR industry, along with the advertising industry, operated in an ecosystem of newspapers, magazines, radio stations, TV stations, and websites, and clients wanted to advertise via all these platforms.
“Therefore, if any of these stakeholders are not doing well or are struggling, it affects the industry negatively. For example, the tourism sector has been struggling for some time now. Previously, there would have been many advertisements, from print to television to radio to online platforms, which in turn would involve advertising and PR firms. However, due to the tourism industry’s decline, some firms lost clients and some of them may never return,” she explained.
According to her, apart from the misunderstanding people have regarding PR and advertising, Sri Lankan businesses have a fairly good idea of what PR is and how important it is to shape the image they want others to see.
“Some of them, of course, take it more seriously and go even further, trying to get ahead of problems or opportunities they foresee and positioning themselves to benefit from them. As for delving deeper and exploring new possibilities, things can always be taken to another level if you are a visionary or have a massive budget to use brute force.
“Even if a new industry pops up, you will still have to advertise, create advertisements, and place them where the target audience sees them. Accordingly, the new industry is integrated into the ecosystem of news and all forms of media and becomes a cog in a large machine.”
She added that in terms of trends businesses should embrace, the issue was that they embraced almost every single one, making it hard for them to have a coherent identity in order to stand out.
“My advice is to pick an identity, stick with it, develop it, and branch out within that identity. Don’t be in a rush to join in the newest fad if it does not make sense; people are already extremely cynical.”
Economic performance affects PR
Meanwhile, speaking to The Sunday Morning Business, HardTalk (Pvt) Ltd. Assistant Manager and PR Group Head Thilani Weerarathna stated that the economic performance of a country, especially in the post-crisis/recovery era, could have an impact on various industries, including the PR industry.
However, she added that the specific situation in Sri Lanka would require up-to-date information beyond our knowledge, especially since the political landscape had impacted different segments and both positive and negative impacts had occurred in the corporate sector. “It is always advised for PR professionals like us to refer to recent reports, industry analyses, or consult experts for accurate and current information,” she noted.
“The level of knowledge and understanding of PR among Sri Lankan businesses can vary based on factors such as industry, company size, and exposure to global practices. While some businesses may have a strong understanding of PR and actively invest in its strategic implementation, others may have a limited grasp and only scratch the surface of its potential. It is possible that larger corporations or multinational companies operating in Sri Lanka have a more advanced understanding of PR compared to smaller businesses, because the larger corporations will have more potential and opportunities in the publications in both print and online.”
She added that Sri Lanka’s PR industry, like in many other countries, was expected to continue evolving with advancements in technology and changes in communication channels.
Weerarathna listed a few potential emerging trends that Sri Lankan businesses could consider embracing in order to enhance their positioning and competitiveness:
- Digital PR: With the increasing influence of digital media and social platforms, businesses should focus on leveraging digital PR strategies. This involves utilising social media platforms, online influencers, content marketing, and Search Engine Optimisation (SEO) to enhance brand visibility and engage with target audiences.
- Integrated communication: Effective PR campaigns often incorporate a combination of traditional and digital channels. Sri Lankan businesses can benefit from adopting integrated communication approaches that seamlessly blend public relations, advertising, content marketing, and social media efforts to create a cohesive brand image and message.
- Data-driven PR: Utilising data analytics and measurement tools can provide valuable insights into the effectiveness of PR campaigns. Sri Lankan businesses should consider investing in data-driven PR strategies to track and analyse the impact of their PR efforts, enabling them to refine their approach and achieve better results.
- Crisis communication preparedness: Being prepared for crises is crucial for businesses in any industry. Sri Lankan companies should focus on developing robust crisis communication plans and training their teams to handle potential crises effectively. This includes timely and transparent communication, monitoring social media channels, and engaging with stakeholders during challenging situations.
“It’s important to note that the PR industry is dynamic and ever-changing, so keeping up with current trends and local market conditions is essential for businesses in Sri Lanka to stay competitive. Consulting with PR professionals or agencies with local expertise can provide valuable guidance and insights tailored to the Sri Lankan market,” she added.
Spending more on PR
Meanwhile, Public Relations and Communications Association (PRCA) Asia Pacific Regional Board Member Thanzyl Thajudeen told The Sunday Morning Business that since the onset of the post-Covid era, PR had garnered increased attention.
“Many organisations have realised the value of internal communication and have invested more in PR. While budgets for traditional marketing have been heavily cut, there has been a shift towards digital platforms and social media. However, there remains a challenge concerning the limited budget allocated for traditional mediums such as print. To sustain and thrive, the PR industry in Sri Lanka must collaborate and explore innovative business models. Overall, PR is currently reigning supreme, with clients placing greater emphasis on public relations over other marketing and communication channels.”
He added that the understanding of PR among clients in Sri Lanka often remained superficial. Many are aware of the outcomes of PR, such as research articles, events, press briefings, and interviews. However, they fail to comprehend the comprehensive nature of PR strategies.
“As a judge for prestigious PR awards, I have observed a significant disparity between international standards and practices within Sri Lankan agencies. To bridge this gap, industry practitioners must proactively raise awareness about the multifaceted aspects of PR, including internal communication, employer branding, executive communications, and reputation building. Creating discussion platforms, awareness campaigns, and vocational training programmes will be crucial to enhancing understanding within the industry,” Thajudeen explained.