In the last ten years, public relations has taken on a new dimension, particularly since the introduction of social media and the rapid shift to digital, particularly during the pandemic time. At the same time, the industry is facing significant challenges, and client expectations have risen, with a greater focus on digital and online reputation management. The sector has undergone a significant transformation, and the current circumstances have forced the industry to shift gears.
Rachana Panda, Country Group Head, Communication, Public Affairs & Sustainability for Bayer South Asia, chats with Adgully about how PR has evolved into an important component of the company’s strategy, Bayer’s focus on data and digitization, the company’s cooperation with the government, and more.
How have public relations changed in the previous ten years? What will the industry look like in the future as the dynamics of PR change with the rise of digital?
Over the last several years, there has been a paradigm shift in the way business is conducted (especially post-Covid), and the public relations industry or communications, in general, is no exception. We’ve seen the space change dramatically, from being primarily concerned with getting press releases published to becoming an important part of business strategy. Nowadays, public relations is all about “Presence and Relevance.”
In today’s marketing and communication, artificial intelligence and data analytics are becoming increasingly vital. How are you incorporating this into your overall messaging for your different brands?
At Bayer, data and digitization are at the heart of what we do as a company. Whether in agriculture, pharma, or consumer health, our products and solutions are informed by deep insights from our customers to provide the highest value and improve their lives and livelihoods.
As a worldwide corporation, you must maintain strong and courteous government contacts. Dealing with the government is difficult. So, how do you deal with the many regulatory regulations that the government imposes from time to time?
All governments around the world have always prioritised food and health. And we at Bayer are well-positioned at the crossroads of both of these industries.
As legislators, the government aids in the development of policies that benefit the people and the country as a whole. We see ourselves as government partners, working together to improve people’s lives and livelihoods. Whether it’s through our solutions or our different CSR programmes to support individuals and communities around the country, our relationship with the government has developed over time. We are committed to the government’s long-term vision of progress and prosperity for the people and the country, and we will continue to work with them as capable and effective partners.
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