Indian PR Industry 2024: Navigating AI, Crisis, and Growth

The Indian Public Relations (PR) industry in 2024 underwent a transformative shift, shaped by technological advancements, changing consumer behaviors, and the demand for authentic communication. Firms adapted by using advanced data analytics tools to tailor messages and expanded their focus to influencer collaborations, content creation, and reputation management, showcasing the interplay between technology and strategic communication.

Atul Sharma, CEO of Ruder Finn India, called 2024 a year of resilience. Despite slowed decision-making due to geopolitical tensions—like the Russia-Ukraine war and elections—Sharma noted that the industry remained stable, with prospects of double-digit growth, albeit on the lower end.

Sharma highlighted a pivotal shift toward emphasizing PR's tangible business impact, particularly for startups. PR's role now extends to sales, talent acquisition, and broader business outcomes, moving beyond traditional press exposure.

One of 2024’s standout innovations has been the rise of generative AI. Sharma underscored its dual adoption: improving internal processes and influencing PR strategies in tech-forward sectors such as e-commerce and aviation. Training employees to integrate AI into daily tasks and embracing its applications has become vital.

The role of influencers and content creators was another defining trend. With Gen Z gravitating toward platforms like Instagram Reels and YouTube, brands such as Meta, Ola, and Lionsgate Play have adopted social-first strategies. Influencers, skilled at capturing attention within seconds, now drive narratives that resonate with this demographic.

In 2024, the industry also navigated high-profile crises. Sharma emphasized the need for authenticity and ethical practices, asserting that outdated notions like "any PR is good PR" no longer apply. Combating misinformation has become critical, with tools like Ruder Finn’s RF Truth Vector helping detect and mitigate false information.

Looking ahead, Sharma envisions generative AI continuing to redefine PR’s cost structures and strategic approaches. He also predicts a resurgence of physical workplaces and increased investment in reputation management due to the growing influence of social media creators.

With optimism fueled by a stable economy, rising disposable incomes, and advancing technologies, Sharma believes 2025 will present exciting opportunities for PR to enhance trust and credibility through ethical storytelling.