Digital Media Gaining Prominence in India

Growth of digital media in IndiaInternet is responsible for changing the way information is being shared along with augmenting the digital media presence. With the growing inroads to modern tactics, digital media in India is helping businesses to bring creativity in the marketing of their services. Analysts are of the opinion that realizing the potential of digital media, India Inc initiated its adoption in their day to day business practices to push faster growth.

Why is digital media relevant for us?

As a concept, digital media is excellent as it offers a brand all the possible opportunities to start an engagement with the audiences. But, when digital media is viewed in regard to India, then the decision lies solely in the hands of the target audience.

Hence, it won’t be incorrect to say that the growth of digital media in India is justified by its usage.

In the past few years, a lot of stress has been placed on the technological advancements for pushing developments across domains. Finally, the Internet has started to deliver revenues with majority of Indians preferring to use their smartphones, laptops, tablets to listen to music, watch movies, TV shows or even cricket match.

Statistics suggest that India is among the top five countries across the globe with highest number of Internet users. In simple words, the growing population is one of the driving factors for pushing the growth of digital media in India.

Most of the broadcasters are augmenting their focus on the digital media and many of them are creating exclusive content for it. Now, there could not be better news for the digital media.

Is it beneficial in the long run?

Digital media has no real boundaries. It serves both internal and external audiences. It is considered as a cost efficient method for its reach and accurate measurement tools.

Only digital marketing is equipped to judge where the leads are coming from. Efficient use of analytical tools such as Analytics from Google will prove helpful in taking decision regarding expenditure. This is also one of the reasons why many companies, irrespective of their size, are fast adopting different digital marketing methods to tap audiences by meeting requirements and generating good quality content.

This is a great way to save money and narrow down the interested audience base.

Some of its key benefits in an organization are –

  • Better information disbursement.
  • Improved employee productivity.
  • Higher number of satisfied clients.
  •  Brand positioning.
  • Augmented sales.
  • Lowered costs.

Why social media is a crucial part of the digital media landscape in India?

One of the other important factors to consider when judging the outreach of digital media in India is how the web is being used. Internet is consistently being used for accessing the social networking platforms in rural and urban areas. Popular websites such as Facebook, twitter, LinkedIn are witnessing high adoption rates.

Many businesses are aiming to cash in digital media boom to register growth. Whether you are a corporate or a startup, online media has the potential to help any business attain growth. In fact, many corporates are using digital public relations to deliver clever marketing campaigns and maximize productivity.

Types of Social Media

Social media types The Social Media space is booming with more and more individuals and brands using it to meet their communication requirements. At times, understanding the purpose of every channel and the kind of content that is suitable for them becomes challenging.

There are several types of social media networks existing today but the goal for all is common – relationship building. Some help you identify and connect with like minded people, some focus on instant communication, while others allow you to showcase creativity.

When you plan on getting involved in social media marketing, Facebook, Twitter and LinkedIn are the first sites that come to your mind. However, the scope of social networks is vast and it is essential that you understand all the different types of social media in order to reap maximum benefits from the same.

Also read: What is Social Media

Different Types of Social Media

Social Networks

Most of you exist on at least two social networks. These allow you to stay connected with other individuals through a profile. You can interact with users, upload pictures, and create groups etc. Facebook and LinkedIn come under this type.

Social News

These portals enable individuals to share news items and links. Users are given the opportunity to vote on articles they enjoy reading and basis the number of votes on every article, the rank of the article is determined. News items with highest votes get displayed prominently.

Micro blogging

Short updates are sent out to individuals who are subscribed to your profile or page. These are used for the purpose of crisp and instant communication. Twitter is the most popular platform under this type.

Bookmarking Sites

These are used to manage links of various web pages and sites on the Internet. Tagged links are easy to find and help increase popularity among users. The website links that interest the users can be saved with the help of bookmarking sites.

Media Sharing

Audio, video and image files are shared on these portals. Additional features for commenting, liking and creating profiles are also offered by these services. YouTube is the most popular type of media sharing network.

Blog Comments and Forums

These services allow members to initiate discussions and provide opinions on certain topics. Question answers are posted on forums giving users the opportunity to find answers to their queries. When it comes to blogs, information is provided to the reader, reading which, users can give in their comments.

While these are the six kinds of social media networks, one service may overlap with the other. For instance, Facebook also allows you to create status updates, which is a micro blogging service. To use suitable content for every type of network, it is suggested that you make use of social media services offered by a PR company. They take care of your integrated marketing communication efforts and ensure that your brand gets visibility.

Also Read: Types of Public Relations Tools

What is Social Media?

About what is social mediaSocial Media encompasses tools that enable people to create, exchange/share messages and information on virtual networks and communities. It is a means of interaction among people. It is dependent on mobile and web-based technologies for the development of interactive platforms used by individuals for discussing, co-creating and engaging user-generated content.

The channels of communication for businesses, organizations, individuals as well as communities have changed with the development of this medium. However, since the field is still emerging, most professionals question as to what is social media and how is it affecting the face of marketing.

Social Media is different from traditional media or industry media. The distinction can be seen on the grounds of various aspects:

  • Quality
  • Reach
  • Permanence
  • Usability
  • Immediacy

According to reports, social media sites are used more by internet users as compared to any other site. Experts need to understand more about social media and how unlimited amount of information can be utilized for business marketing, social communications and much more.

Social Media Tools and Platforms

There are several social media tools and platforms that have recently gained popularity based on their usage and reach. Each platform serves different purposes and must be used optimally to extract maximum benefit. Few tools and platforms are mentioned below:

  • Blogs: This platform allows users to share information on a particular topic and accordingly engage in a casual dialogue with opinions and discussions.
  • Facebook: The platform has grown to become the largest social network. Users are given the opportunity to interact and communicate with friends through messages, photos, videos and comments. The social media platform has also emerged popular for business marketing with brand pages being created for promotion of goods and services.
  • Twitter: Known for the exchange of short status messages in 140 characters, the platform allows individuals and communities to communicate instantly.
  • YouTube: The platform has become synonymous with videos. Any individual searching for video content will try on YouTube.
  • Instagram: A video and photo sharing app allowing users to create frames and add special effects to their photos. Popularly used by brands to execute photo based campaigns and contests.
  • LinkedIn: A more professional platform for exchanging information pertaining to the business aspect of an organization.

With the increasing number of users on Social Media, the need for businesses to be active on the platforms has increased tremendously. To provide assistance with this, there are a number of agencies providing social media services and it is the responsibility of the marketing manager to select one that is savvy with all the tools and platforms.

Key Objectives for Social Media Managers

  • The fundamental function of social media is conversations with the community and audience. It is for building relationships and credibility and not just marketing services for sales.
  • Maintaining authenticity and transparency is the key to success.
  • Social Media gives you the chance to hear what people have to say about you and at the same time respond to them.
  • Use content that is engaging and do not fear trying. Updates are being introduced and experts must be at par with these to be able to benefit optimally.

Social Media is an exceptional tool for two-way communication and engagement. However, since the nature of communication is real time, there are significant risks associated in case not used appropriately.

Types of Public Relations Tools

Types of public relationsPublic Relations (PR) is a dynamic field that aims to build efficient communication between companies and their stakeholders, in order to maintain a positive name for organisations in the market. In today’s intensely-competitive scenario, there is a compelling need for firms to maintain a healthy reputation in the market, which in turn determines their success in the long run.

This blog post provides a sneak-peek into the types of Public Relations tools and how these help organisations in setting themselves apart from their competitors.

Scores of firms are now employing Public Relations to meet their publicity needs as well as establish a resilient and sturdy foothold in the business landscape of the country.

Given below are the cutting-edge tools and techniques that are the major pillars without which PR of any kind is impossible.

Public Relations Tools

  • Press Releases: Through Press Releases, the vital information related to companies is communicated effectively to the target audience. The press releases are then given to be published in various newspapers and magazines. This escalates the media visibility of organisations, helping them attract consumers’ attention.
  • Blogging: With the emergence of online media, blogs have become one of the most lucrative ways to enhance the online media presence of companies. With scores of people using the digital platform nowadays, blogging has emerged as a path-breaking way to build and maintain connection between companies and their stakeholders.
  • Media Relations: Public Relations uses Media Relations to create sturdy, persistent and professional relations with all sorts of media. These relationships work in the favour of companies as the cumbersome task of providing firms with enough coverage then becomes a cakewalk for PR firms. This is one of the most important types of Public Relations tools that help a Public Relations agency in retaining healthy relations with the media over an extended duration.
  • Newsletter: Mailing newsletters to customers and various other stakeholders is one of the best ways to be in regular touch with them. Newsletters are usually loaded with vital information so that it serves the purpose of making patrons aware of the important announcements or new launches of the company. PR firms strive to make newsletters fun and interesting to read, in order to grab the attention of readers and position the brand in their minds.
  • Social Media Marketing: Companies have started resorting to Social Media Marketing to establish their footprint in the rapidly developing digital landscape of the country. It has now become important for companies to establish an effective two-way communication with the tech-savvy generation of today. Hence, PR firms opt for Social Media Marketing to market companies and their products on the thriving social media platforms. Social media platforms like Facebook and Twitter are used by PR firms to be in touch with the target audience and to enhance the visibility of the brands.
  • Employee Relations: Employees are the goodwill representatives of any organisation. Therefore, it’s essential to maintain good terms with employees and keep them informed about all the products and services of the company.

Also Read: Public Relations in Marketing

The aforementioned types of Public Relations tools among others are used by PR companies to deliver impeccable Public Relations services to their clients like positioning and repositioning brands in the market, increasing their media visibility and ensuring multi-dimensional communication. Apart from this, they help in providing strategic counselling to companies for formulating strategies that are in sync with the organisation’s vision and mission. Also, Public Relations companies deliver interesting and engaging content to attain top-of-the-mind brand recall for their clients and establish consistent communication channels with the stakeholders.

In a nutshell, PR agencies serve as the mediator between companies and their target audience.  Fostering the relationship between enterprises and their stakeholders, PR firms shield companies from negativities and help them earn positive media visibility to build a resilient reputation in the market.

Public Relations Campaign

Public relations (PR) campaignIn today’s ever changing business market it is important to understand the difference between marketing and public relations. Marketing is associated directly with sales and public relations  (PR) is about creating a brand’s reputation, and maintaining their integrity by generating positive media.

PR is an integral part of running a successful business today and it is important that companies hire the right agency to launch a successful public relations campaign. Today more than ever, the success or failure of a business can be dependent on public perception.

Objective of the Public Relations Campaign

It is important to identify the objective of the public relations (PR) campaign. The creation of a campaign can be broken into three steps as mentioned below:

  1. Identify the objective of the campaign
  2. Find the message that will best convey the objective
  3. Communicate that message to the correct target audience

Identify the Objective

Without a clear, concise objective it is easy for the campaign to fail at sending out the right message. It is important for the firm practicing PR to research and understand what exactly their customer does, and what image is best for them when they are trying to create an objective that will convey their image to customers and shareholders.

Create the Perfect Message

The message does not have to be complex. In fact, a simple straightforward message is often one that is more successful. It is easier for people to remember, which helps the message stick in public perception.

Communication of the Message

Communication methods have evolved over the course of public relations. While the press release was once the standard way to convey information, it disappears quite quickly from the media unless it is repeated. Public relations firms are now using a combination of press releases and online PR owing to the fact that a very high percentage of people are utilizing smart phones and mobile devices today.

More and more PR firms are employing digital PR when launching a public relations (PR) campaign. The best methods for using digital PR are through social media, search engine optimization, and blogs. These allow the message to be conveyed to a large audience of people without spending large amounts of money. The fact that Search is the most utilized function on the internet ensures that information is available almost indefinitely.

Once these goals have been reached, it is important that the message be maintained. A successful PR campaign will provide a company with many benefits. It will strengthen the company’s image and public perception and create more credibility than traditional forms of advertisement; create a demand for the company’s products or services; make the public aware that the company is innovative and an active force in today’s business market. It also creates an advantage over the companies’ contributors that do not use PR effectively.

It is important to hire the right public relations company to ensure that your brand is created and maintained in a positive manner. They will be on top of things like changing markets, change of environment, different customer needs, and the values of the shareholders. They will also ensure that successful public relations campaign plans are ideated and shared with you.  This is a long term relationship that only increases its value over time.

What is Digital PR?

Digital public relations (PR)Public Relations (PR) is an ever evolving industry that deals with promoting the ideas, activities, and interests of a company. It creates and maintains a positive public image to increase public awareness.

The evolution of the internet has had a huge effect on public relations and has led to the creation of Digital PR. So what is Digital PR and how can it be used effectively in today’s constantly changing market?

When PR was first implemented, firms focused on gaining publicity and building image by using different types of media to promote their clients. There were drawbacks to this as Public Relations firms were more dependent on the media and it was hard to reach a broad customer base and keep the information available for long periods of time. Digital Public Relations (PR) has had a direct result on the way PR agencies conduct business for their customers.

Digital Public Relations

The rise of the internet has made this a much more dynamic field that allows business entities to get their information to a much broader range of people and to keep the information available for longer periods of time.

No longer are firms reliant on a press release in newspapers or magazines that are replaced by the next issue.  Search Engines like Google have allowed the information to be found easily and quickly with just a few words typed by anyone looking for information on a particular company or subject. There are several things that are key tools to successful digital PR such as social media, search engine optimisation, and blogs.

Social Media

Social Media sites like Facebook and Twitter allow information to be sent out quickly to a wide range of people. An understanding of social media promotion is vital to the success of digital PR.

The introduction of mobile devices and smartphones mean that people have information at their fingertips all of the time. It is easy for PR firm to create relationships with fans, optimise social media content, create positive media and control any negative brand attention by utilizing social media.

Search Engine Optimisation

An understanding of Search Engine Optimisation (SEO) and keywords optimizing news content is essential for digital PR professionals as search is the most utilized method for finding information online. It is easy for news content like video, images, and press releases to be optimized by ensuring that keywords and popular phrases are attached to them.

Improving search visibility not only helps marketing efforts, but it also creates an online reputation and can attract journalists, analysts and bloggers researching your industry.


When done correctly, a company blog is a very effective PR tool. A company blog is a great opportunity to create and publish content that attracts an audience that can then be sent to the site. By using online promotion tactics in the blog, it can be easily found by people looking for information and shared throughout the blogging community as well as people like journalists researching information.

Hiring a firm for Public Relations services is an important part when looking for someone to represent your company or interests but it is also important to make sure that they are savvy to employ these tools when launching a successful public relations campaign.