Team Wizikey

Written by Team Wizikey

December 21, 2023

“Those entering the field may excel with AI tools, but if it doesn’t make you lazy, and irrelevant, consider it your best friend.”-Archit Mahajan from PayU

In this DCC episode, we talk to Archit,  whose journey began with economics and led him into the dynamic field of public relations and communication. He takes us through his career, pointing out important moments, and shares practical insights on using data in communication strategies. We’ll also hear about some of the impactful campaigns he’s […]

“Those entering the field may excel with AI tools, but if it doesn’t make you lazy, and irrelevant, consider it your best friend.”-Archit Mahajan from PayU

In this DCC episode, we talk to Archit,  whose journey began with economics and led him into the dynamic field of public relations and communication. He takes us through his career, pointing out important moments, and shares practical insights on using data in communication strategies. We’ll also hear about some of the impactful campaigns he’s been a part of. Let’s explore his path and discover how he made his mark in the exciting world of communication and marketing.

Introduction

0:32

Archit shares his journey into the field of public relations and communications, revealing how he stumbled into it by chance despite coming from an economic background. Intrigued by the storytelling and marketing strategies behind the scenes, he delves into the world of marketing and communication after completing his economic honors. Archit gains a comprehensive understanding of the field through a course and further explores PR exams. His career kicks off with a job in political consulting, where he hones his skills in effective communication and audience understanding. Over eight years in the business, Archit has predominantly worked on the agency side and is currently involved in crafting narratives and video campaigns for brands. Reflecting on his journey, he expresses gratitude for the enlightenment, knowledge, mentorship, and insights gained, anticipating continued growth and success in the future.

First Interaction with Data

2:33

In the course of Archit’s career, particularly in the realm of campaigns, he encountered the significance of data early on, around 2016. While working for a Political Action Committee, his communication with audiences relied heavily on understanding audience sentiments and correlating them with historical data, patterns, and overall audience preferences. This early introduction to data became a crucial aspect of his communication strategies, allowing for better correlations with audiences and, consequently, more effective campaign outcomes. As he progressed, Archit delved into various modules of data analysis, spanning political and corporate contexts. In 2017, during his tenure with a large agency in India, he worked with a tech giant using global platforms to monitor conversations and gauge the impact of their storytelling. This experience reinforced his belief in the integration of data into the toolkit of communication professionals. Archit emphasizes the evolution of the ecosystem over the years, highlighting the widespread recognition of the importance of understanding and leveraging data for insights. He underscores the critical role of data not only in comprehending audience dynamics but also in ensuring that the entire team is aligned to deliver impactful communication.

Favourite Campaign

5:24

Archit emphasizes the special value of each campaign, attributing it to the dedicated effort, time, and intent invested. Among the standout campaigns, he fondly recalls a notable project from 2017 or 2018 during his tenure at Dell Technologies. In collaboration with his team, they orchestrated a unique and creative campaign that proved to be ahead of its time. Dell’s innovative approach involved presenting industry trends through a creatively reimagined report, focusing on areas like data and digital transformation. Recognizing the need for relatability, the team opted for a blend of satire and illustration, transforming the report’s content into a humorous calendar format. This unconventional approach resonated well with diverse audiences and stakeholders, earning global appreciation and extensive media coverage. Archit views this campaign as a pinnacle in his career, citing the satisfaction derived from both the creative fulfillment and the positive reception it garnered for the brand.

Important metrics to measure success

8:24

Archit emphasizes the importance of understanding metrics in evaluating campaign success while acknowledging that not everything is quantifiable. He distinguishes between quantifiable aspects, such as coverage and response numbers, and unquantifiable elements, like verbal acceptance. Drawing on his experience with a Dell Technologies campaign, he highlights the significance of gauging response from journalists and brand enthusiasts. Archit advocates for finding an equilibrium between important quantifiable metrics like share of voice and sentiment analysis, and the overall acceptance and response in global communications. He argues that some aspects of perception and response are best left unmeasured to maintain a holistic understanding. Depending on the platform and role, he suggests devising different factors and matrices to package the campaign’s impact as positive, negative, or neutral. Archit identifies crucial metrics such as the number of coverage, share of voice, sentiment analysis, and the inclusion of the brand name in headlines as key indicators of a successful campaign.

Impact of AI on Communications

12:33

Archit offers a comprehensive perspective on the impact of AI not only on communication but also on overall marketing and various professions. He sees AI as a formidable teammate across diverse fields, including engineering, interior design, athletics, and marketing. While acknowledging concerns about job displacement, Archit believes that PR professionals can benefit from AI as a valuable enabler and catalyst, particularly in research and content creation. He shares his personal use of AI tools, like ChatGPT, to streamline research and extract relevant insights efficiently. Archit advocates for training modules tailored to PR professionals to enhance their understanding and efficient use of AI, fostering confidence in its application. Despite recognizing the potential for misuse and the risk of laziness, Archit emphasizes the need for proactive engagement with AI technologies to stay relevant and efficient in the evolving communication landscape.

Dream Metric

17:11

Archit envisions a dream metric that involves real-time updates and alerts for PR and social media activities. In his ideal scenario, a platform would provide instant notifications via WhatsApp or email, offering a comprehensive overview of who is writing about a brand and the tone of coverage—whether positive or negative. This real-time monitoring, encompassing both traditional PR storytelling and social media interactions, aims to equip professionals with immediate insights to address emerging situations and prevent potential crises. While acknowledging the potential blurred timelines associated with such a metric, Archit sees the excitement and advantage in gaining an elevated perspective on how various stakeholders, including journalists, investors, and consumers, perceive a brand. This dream metric, he believes, would offer a proactive approach to understanding audience sentiments and staying ahead of potential challenges.

My two cents

19:13

Archit imparts valuable advice to those entering the profession, emphasizing the pivotal role of showing the right intent and maintaining an insatiable hunger for learning. He contends that these two qualities are fundamental in ensuring sustained commitment and deterring shortcuts for immediate gains. Acknowledging the importance of mentorship, Archit underscores the significance of seeking the right mentors who can provide guidance and contribute to professional development. In essence, he encapsulates his advice as a three-fold approach: demonstrate the right intent, always be eager to learn and evolve, and seek out mentors who can facilitate personal and professional growth. According to Archit, these elements collectively shape a successful and resilient career in the dynamic field of public relations and communication.

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