Priority Consultants share further insights into the media landscape in India, from the booming print media, to regional trade publications.
Mitabh, last time we spoke about the Indian tech sector and areas which you’re seeing high growth in currently. But thinking more about the work you do for your tech clients. What do you see as some of the key differences in PR strategies between India and the UK?
We work exclusively for multinational firms and while there are inevitably differences in culture and nuance, it is imperative we align to global standards and behaviours that our clients need and expect. Having said that, we are in a “relationship” industry, and in India like elsewhere, relationships are forged through providing strong guidance and counsel, including local know-how to our clients, and it is about our methodology of delivering consistent results for our clients
At Priority we talk about our three sets of “clients”; the companies we work with; the media with whom we partner and our colleagues. Our success in supporting clients across the huge geography we cover is very dependent on the strength and trust built into these relationships.
Can you share any insights on the state of the media in India currently? Eg print versus digital, news websites versus social media?
India has one of the most exciting media landscapes in the world. It is a huge evolving market throbbing with activity, change, and experimentation. Ironically, because of the sheer size of the industry, survival and profitability are a challenge for smaller players.
Take the numbers available today: 900 TV channels, over 550 radio stations, and 100 million registered publications. 560 million people use the internet, 400 million are on WhatsApp, 260 million are on Facebook and 80 million have Instagram accounts. Telegram has over 30 million active users, and 12 million Twitter accounts according to data available in the public domain.
India is one of the few markets globally where the print media is still growing. The print newspapers and magazines market in India is projected to reach a revenue of US$4.15bn by 2024. Coinciding with this, is a growth projection for the digital media market too – fuelled by increasing smartphone penetration and a rising demand for online content. Among the various segments within this market, Video-on-Demand is anticipated to be the largest, with a projected market volume of US$4.59bn in 2024.
How would you define ‘thought leadership’ and what are some of the tactics you deploy for your clients looking to increase their media profiles?
“Thought Leadership” is over-used and often abused, so let’s be clear about just what it means. A thought leader should come across as somebody who knows their business inside out, and is able to provide a unique industry perspective by way of a clear “big picture” opinion about where their industry is going and how to get there.
When we get a true “thought leader” within the client, the deployment tactics include Op-Eds commenting on national trends, speaking opportunities and interviews. While the earned route is the most preferred mode to build a thought leadership profile, owned media platforms like LinkedIn can be very powerful too and therefore, we focus a lot on content that is well-researched, versatile and has a longer shelf life. At the end of the day, we are focused on building our clients as trusted advisors in their industry.
Tell us about tech (trade) titles specific to the Indian market. Which are the key titles your clients want to be seen in and why?
There are over 100+ tech trade publications in India. We typically choose publications that have an established reputation in the market, robust reach, and a strong editorial team. This approach aims to maximize reach and impact, effectively conveying the client’s key messages.
The most influential publications we partner with and our clients love are Inc42, Dataquest, Express Computer, CRN India, ETCIO, CIOL, Business World, Outlook, Voice & Data, Techcircle, DQ Channels, Techgig, Digital Terminal, and Enterprise IT World. Each offers a unique value proposition reaching a distinct audience within the tech industry.
Anything else you would like to add?
To sum up, one needs to look at the expanding media landscape of India in conjunction with the country’s growing economic prowess. As India progresses as a major economic power globally and emerges as a consumption hotspot with the burgeoning middle class, the country is fast emerging as a high-growth region for enterprises from across the globe. For companies looking to maintain their high-growth trajectory, there is a need to fast-track their India entry strategy. And CMOs must look at entering the Indian market as a grand PR and storytelling opportunity.
