Amid the primary wave of the pandemic, it had been the tier 2, 3 and rural market that led the revival as India unlocked. For a few time now, regional markets are the focus on brands and marketers. The large base of aspirational consumers is what every marketer wants to focus on. While the metros and larger cities have a well-oiled PR and media network to stay consumers informed, the smaller regional markets pose several challenges for the general public relations industry.
So far, PR and makes in small towns are counting on pushing press releases within the local media to realize mileage. Beyond that, there have hardly been any innovative coverage initiatives undertaken. However, the time has now come for PR consultants and brand custodians to think beyond the normal press releases to explore the smaller markets and have interaction closely with the audience there.
Social media, which is making great inroads into these markets, is proving to be an excellent leveller, are often tapped further in vernacular languages. Studies have shown how there’s a growing usage of one’s maternal language when it involves content consumption and also communicating within one’s circle. Instead of trying to duplicate the strategies for the larger markets, PR and brand custodians got to delve deeper into the local markets and customise the communication for these markets.
Thus, it’s important to remain connected with the local historian or the local ombudsman to urge an honest mileage for one’s brands. The stories got to be woven around the region one is reaching bent. Storytelling can convince be crucial thanks to delivering messages and have interaction with the local audience. Digital transformation is facilitating this in a major way.
Moreover, regional PR outfits should seriously check out collaborating with PR bodies to know the disadvantage and pain points in smaller towns and draw up a structured educational program for the smaller towns which may usher in improvements in managing PR in smaller towns. Brands are seriously watching PR in smaller towns in a big way, provided there’s value addition and accountability by the regional PR consultants which will benefit the brand.
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