The previous ten years have seen a change in PR, particularly with the advent of social media and the quick transition to digital, particularly during the pandemic years. Additionally, customer expectations have grown as a result of the industry’s ongoing struggles, and digital and online reputation management is now receiving more attention than ever before. The business environment has changed dramatically, and the times they are in have forced a shift in strategy.
The three main developments from the previous ten years were purpose-based messaging, integrated communications, and digital public relations.
Any successful communications effort relies on digital PR; if you aren’t there, you won’t be seen or heard. We must continue to develop an efficient media mix in order to maintain the attention of audiences who are digital natives in the face of the proliferation of new-age platforms, new types of content, and mediums that are always evolving.
We must always look holistically and outside of the box when it comes to traditional media channels. To produce an effective communications campaign, we needed to build new capabilities, comprehend business data along with pertinent consumer insights and brand objectives, and use the appropriate communication platforms and mediums.
All organizations operate in a complicated environment, therefore external and internal messaging must be in line with the company’s mission. This purpose is communicated creatively through a genuine storytelling framework that is connected to the overall business strategy.
We also currently run a CSR initiative in Sangareddy, Telangana, focused on women’s empowerment. This program promotes market-oriented, complementary livelihood possibilities for the neighborhood where we live and work with the goal of empowering women economically. In Sonipat, Haryana, we also held free health clinics in collaboration with the National Skill Foundation of India and the Haryana State Rural Livelihood Mission (HSRLM) for over 2,500 locals in over 20 villages. In addition to providing free COVID-19 vaccinations, medical diagnosis, consultation, medications, blood, and other diagnostic services, these health camps also made sure that people of more than 20 villages had access to them.
Over the past year, we have focused our Covid-19 relief efforts in areas where we can have the biggest impact—supporting our people, offering critical aid to communities, working together with public health experts, governments, and other organizations, and thoughtfully engaging with our customers. More than 300 oxygen concentrators, 8,000 first aid kits, 500,000 masks, 5,000 test kits, and a Covid hospital bed set up in Bengaluru, Karnataka, were sent to state governments in addition to other supplies. 8,000 essential nutrition and hygiene packages were distributed throughout our brewery area as a result of our tight collaboration with local authorities in 5 states. In line with our larger environmental aims, we have successfully implemented a number of sustainability projects throughout all of our breweries to benefit local communities, particularly those related to Smart Agriculture and Water Stewardship.
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