In 2023, PR will emphasise audience personas, transparency, and authenticity: Aman Gupta

A new year is thought to usher in new operational efficiencies, stronger strategies, and a much greater emphasis on forging close relationships with a variety of stakeholders and customers. The current market ecosystem views technology and a human-centered approach as complementary.

As the year 2023 begins, Sociapa has consulted with influential industry figures to Crystal Gaze into 2023 as part of our yearly Trending Now series to highlight the key trends and developments they predict will dominate the sector.

Speaking about the key trends expected to rule the PR industry in 2023, Aman Gupta, Managing Partner - Asia, Health Practice, SPAG - A FINN Partners Company, discusses how to target the right audience by identifying audience personas, create transparency and authenticity, and reinforce a stronger online presence. Additionally, he lists SPAG's primary areas of focus for 2023.

Important trends that will rule the PR sector in 2023

Reaching the right audience with the right message has always been the focus of the PR and communication sector. The creation of "audience personas" and the execution of campaigns using them will be one of the key trends reshaping the sector. As part of this, campaigns tailored to a group of individuals with comparable attitudes and perceptions will be created and implemented. The sector must use tailored messages and offers to engage the target audience.

Apart from that, the industry's focus will need to be on fostering authenticity and transparency as well as bolstering a stronger online presence and visibility, particularly in the current climate where fake news and content are proliferating alarmingly and permeating all aspects of the media. In 2023, finding a balance between owned and earned media will also be essential. Brands can express their values and mission statement on their own terms by using owned media to develop a thorough PR & communication strategy.

Significant Expectations

Traditional methods of PR and corporate communication will noticeably change as a result of the rapidly advancing technology and digital communication. It will affect how well-equipped communications experts are to demonstrate the value they add to brands. The return of in-person interviews and interactions, which will help fortify affinities in the industry, is also anticipated for the year 2023. Publicists, media, and communication specialists will also broaden their reach and establish connections with fresh platforms and content delivery channels, such as podcasts, newsletters, and others.

Professionals will struggle to stay ahead of the curve due to the constant paradigm shift in consumer brand interactions. Therefore, fostering talent diversity and investing in staff with useful skill sets and pertinent technological know-how will be crucial for the industry's success.

SPAG/primary FINN's areas of focus for 2023

A crucial year for SPAG/FINN will be 2023 as we look to focus on omnichannel client strategies to make sure we can deliver business impact. Our campaigns will be independent of channels and will centre on engaging storytelling that engages audiences, creates real perception shifts when necessary, establishes trust, and highlights the value and expertise that each company has to offer.

The main focuses of SPAG/FINN Partners have always been on bridging the gap between the client and the consumer, sharing real stories, and establishing trends through meaningful conversations. We intend to concentrate on insights, integration, and impact through our work in 2023.