Agency Feature: Actimedia PR

How do we define Actimedia PR & Digital?

Actimedia PR has been in the corporate, lifestyle, and luxury PR industry for over 22 years servicing many sectors – from Luxury, Fashion, Entertainment, Beauty, Hospitality, Jewellery, E-commerce, CSR to Sports Lifestyle.

We have recently launched two new verticals, i.e. Actimedia Digital & Actimedia Earth.

The agency offers digital & social media services whereas Actimedia Earth offers brand-building, PR & digital expertise to environmentally-conscious corporates, NGOs & organizations dedicated to sustainability, and those fighting for human rights.

What’s in the name?

The name signifies that we care! It is time that every individual and corporation to start thinking about the consequences of our actions and participate in the effort to protect life and our planet, and this is Actimedia’s contribution.

Over the last 22 years, Actimedia PR & Digital has attempted to associate with various causes. Be it for Avon Justice League against domestic violence; launching Puma’s first sustainable retail store; empowering the LGBTQIA+ community by publicizing South Asia’s largest Queer Film Festival – Kashish or the nation-wide campaign for better legislation in rape cases through the Dignity March.

ActiMedia Earth is our brand solutions division for products and services aimed towards safeguarding human rights and Earth-friendly businesses & NGOs.

What do we do & Why we do it?

Today the world faces the dual challenge of meeting its ever-growing need for resources, be it consumer goods or energy while ensuring a sustainable environment for future generations.

There are a number of eco-warriors who are fighting the battle every day, trying to do things the right way, aiming to empower marginalized communities, creating water-smart products, rethinking plastic packaging, creating ocean-safe detergents and working against all odds to innovate for all of us. And yet, they are alone.

With Actimedia Earth, we are committed to lending a hand in the way that we best can. This includes traditional PR services, management of the social handles of the firm, and the spokespersons, campaign management, influencer-led programs, cross-promotions: in effect, managing 360-degree visibility for the brand.

How has the role of PR changed with the digital ecosystem coming of age?

The COVID-19 pandemic has certainly pushed a lot of print publications to give equal importance to the online presence of their work. We have had to condition our clients to such a situation. With the growing popularity of social media platforms, consumer habits are changing with regards to where they look for news or general awareness. The shift to digital has been steady for us with blogger & influencer engagement gaining high popularity and now of course with digital avatars of the print publications.

For cause-related communications, however, the approach has to be completely new. It needs to go beyond traditional PR because we are talking about creating behavioral changes. It needs to be a combination of activities, approaching the same message via different stories on different mediums, with a high dependence on digital.

CSR in PR?

The interdependence of Humanity on the Earth is not a new idea, but I think the urgency of doing something is finally hitting home. More than any other marketing tool or doomsday speeches, PR can probably play the most important role as we get people to adopt a new way of thinking and help drive perceptional & behavioral changes.

The need of the hour

The overwhelming need of today is for each one of us to think of the footprint we are creating on the planet. We need to support businesses that are changing the world and support the visionaries who are driving real change. We need to choose ‘consciously’ and choose ‘sustainable’.

Given the pandemic, we believe this is the time for those brands that have the means to continue to their visibility thrust, to be out there in the market, communicating with the consumers on various mediums, being transparent & building a level of connection & trust for the future.

We learned the hard way

  • Your client will always wish for the stars with the minimum budgets, you need to strike a balance always.
  • Ensuring timely payments for the work delivered
  • Be the trusted advisor, not a courier service
  • For young professionals – read, read & read, be aware of all that is happening around you so you may advise your clients better by keeping yourself informed & abreast with the latest happenings & trends.

Also read: Agency Feature: Teamwork Communications

Did we just share that?

Some folks just don’t get the value of PR, vis-a-vis, advertising!

They are willing to pay 10 times more to see communication that they have crafted and laid graphics to be printed in a publication of their choice on a page of their preference, pay a bomb for it, and when it gets published, treat it as an unmatched achievement!

However, when it comes to PR, first there are no budgets, they feel very upset that the journalist didn’t write the way they wanted him/her to, are affronted that it’s not on the front page (completely regardless of the news value), and see no value in the printed word despite the fact that it maybe 5 times more believable than the ad copy that they might have got published.

The industry as we foresee

Our work has definitely increased in the last 3 months, some of it being our own doing, and some of it is brands feeling the need to put themselves out in the market, both digitally & from a PR perspective.

The industry is going to see massive growth as these times have taught them that it’s important to be visible for a consumer to even be in their consideration set and there are influencers that need to be engaged with, to be on top of that choice bucket.

A day without Internet

PR & digital is all about being connected so we’ll probably call it a welcome break & catch up on some reading.

Lastly, are you hiring?

No

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Media Samosa is an online publication reporting trends, insights and breaking stories on various verticals of media marketing.

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