This episode features Saikat from CIEL HR a communication professional who believes in creating impactful messages. Join us as we delve into the world of concise content and its power in the digital era, while exploring Saikat’s unwavering commitment to ethical communication.

Introduction

1:10 When asked about his introduction to communication, Saikat reflected on him journey starting with the setup of the marketing mission at Cielhr. He began by focusing on social media and creating a base before expanding to media communications and campaigns. His work also involved PR for new launches, marking the beginning of him communication career.

First interaction with data

1:57 Saikat highlighted the importance of measuring the ROI of campaigns and the challenges that come with tracking effectiveness across various media outlets. While social media giants have established campaign parameters for tracking, traditional mechanisms and PR agencies are necessary for print and digital media outreach. To overcome these challenges, Saikat focused on tracking coverage in top media outlets, such as ET and Money Control. However, this method sometimes missed coverage in digital media that did not appear on the target list. Despite the lack of a more convenient way to track effectiveness, he relied on age-old methods like doing a Google search to measure campaign success.

Favourite Campaign  

4:39 Saikat and his team conducted an extensive report on the negative sentiment surrounding job losses in the telecom sector back in November 2017. Their findings revealed that a staggering 90,000 job losses were expected to occur, which created quite a buzz in government circles. Despite the somber nature of the report, it was published in newspapers and received inquiries about the team’s data gathering process. Although the report did not convey a positive sentiment, it was considered a success in terms of its reception and impact. Ultimately, the steps taken as a result of the report did not result in as much job loss as initially expected.

Using data to enhance storytelling  

6:02 During a conversation with his CEO, Saikat was asked about their standing in comparison to their competitors. He explained that their research papers and approach to PR were resulting in media coverage, but he could only show the impact of this coverage with data. One of the benefits of their research-oriented approach to PR was that they could become headline news, rather than just providing comments on something. This helped them differentiate their brand and establish themselves as a thought leader in the industry. Saikat tracked their headline share of voice over time and found that it had gone up significantly in the last 8-9 months. The data-backed insights also helped them win business over their competitors, as they could show their frequent appearance in HR forums and media coverage. Overall, his team’s strong research approach to PR was proving to be a successful strategy.

Important metric to measure  

8:54 In terms of benchmarking his organisation among competitors, Saikat considers it to be among the top three or two in the market. He primarily gauge the success based on readership, which reflects the brand’s awareness and reach. The goal is to reach as many people as possible, leaving a lasting impression in their minds. Another crucial metric he track share of voice in the headlines, aiming to stand out and be the focal point of media coverage. He strive to be featured prominently at the beginning of stories or have the entire narrative revolve around the brand. These are the key metrics he consistently monitors to assess their brand’s performance.

Dream metric/feature  

10:40 Saikat emphasizes the importance of tracking digital coverages that result in backlinks to their website, potentially driving business revenue. While acknowledging the challenge of accurately measuring this impact, he expresses the desire to quantify the return on investment in terms of time, energy, and research. Additionally, Saikat values social media, particularly LinkedIn, as a powerful platform for increasing engagement rates and delivering relevant content to followers. According to him, audience stress the need to provide concise excerpts from coverage, as readers often lack time to read full articles. The ability to directly share these excerpts on social media is seen as a valuable feature that he seeks to leverage.

Evolution of communications in next decade  

12:42 Saikat reflects on the enduring relevance of the phrase “content is king” that has been trending for years. Despite the dynamic landscape and the rapid advancement of AI, he believes that content will continue to hold immense significance, at least for the next four to five years. However, one challenge lies in differentiating human-generated content from AI-generated content, particularly in their people-centric business. They emphasize the importance of infusing communications with emotions and principles, such as professionalism, growth, dignity, and diversity, which resonate with their audience. He acknowledges that while AI can contribute to communication, there is a distinct impact when the message comes directly from a human source. The ultimate goal is to provide value to the end user, considering the preciousness of time.  Saikat aims to deliver valuable content in a concise format that users can effectively utilize in their daily lives. He anticipate that advancements will continue in this direction, and larger companies will develop mechanisms to combat the spread of fake news using AI. He recognizes that revolutionary changes, including the rise of AI, may result in the displacement of certain jobs but also create new opportunities. He believe that people will evolve their working methods and strive to differentiate themselves by generating unique, original content.

Role of PR and Communications in Navigating Uncertainty amidst Economic Challenges  

16:14  Saikat  reflects on the notion that saying “don’t panic” can inadvertently cause panic. He observe a trend in recent months where communications professionals bear a significant responsibility in how messages are portrayed. Each individual perceives messages differently, but it is up to communication professionals to effectively convey the intended point without creating unnecessary confusion. This issue often arises when there is a focus on creating viral content or generating excessive attention. Saikat acknowledges the pressures faced by social media and communication professionals to gain more followers and engagements, but emphasizes the moral responsibility to ensure that the information provided is not misleading to the audience.  

My two cents  

17:58 Saikat encourages everyone to cultivate the habit of reading, whether it’s newspapers in the morning, novels, or any form of written content on smartphones. Reading not only enhances vocabulary but also improves communication skills, especially for communication professionals who must effectively and precisely convey their thoughts. In a world where attention spans are shorter than ever, capturing attention quickly becomes crucial. He emphasizes the need to adapt to the current generation’s preference for easily accessible information. Communication professionals must find ways to communicate quickly, effectively, and in bite-sized formats when engaging with their audience.