- More than ever before, companies will need to employ creativity – and this is creativity for impact and not for its own sake. As the stakeholder universe becomes complex, you will need to think differently so that you can achieve the impact you are looking for.
- There is going to be increasing shift towards thought leadership. As traditional PR and social influence become standard, companies are fast realising the importance of investing in thought leadership as it gives an opportunity to create innovative content, engage with multiple influencers and build sectoral leadership.
- While the core tenets of public relations and public affairs will continue to be critical, expertise will be important to give clients an integrated solution without diluting their messaging.
- Internal communication will be increasingly important to engage employees and partners in 2016. Building culture by communicating regularly will continue to grow in importance as the talent war heats up.
- In 2016, we will continue to see start-ups changing course, reorienting and sometimes failing before they find their sweet spot. Till now it's only been the success stories that have made news. Helping some of these companies communicate that failure is not necessarily bad but a part of the evolution of the start-up ecosystem will be critical.
‘4G a great opportunity for M&E industry’
What happened in 2015? What's next, in 2016? Here's what Genesis Burson-Marsteller's Prema Sagar and Viacom18's Nina Jaipuria had to say (part four)
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