Traditionally news and views covered by media influenced public opinion which was largely print followed by television .

Today public opinions are formed on social media and the action is rapid . All stakeholders, clients , employees , shareholders , prospective clients , prospective employees, community are now spending a lot more time in the digital world.

It is easy today for almost anyone to become a broadcaster and not depend on the intermediary news channels to carry their story.

Similarly it is easy for stakeholders to get their voice heard and spread on social media .

This is reputation on the edge 24×7 , before you know it news can get viral and damage brand reputation.

Mass media has been replaced with intelligent targeted media communication on social media . One can build engage and convert tribes to fans.

Digital reputation is built around Good authentic Storytelling aligned to the brand message.

Educating , Inspiring and Informing your tribes on social media is all the more essential today.

Most of the content consumption on the internet, almost 80% is video content .

Is PR ready for this change ? Having led Corporate Communications in a leading IT company and then at a startup I founded , I noticed agencies struggle to understand the new medium.

At Crow Tales the digital storytelling company I co founded , we could build brand reputation for our clients and also help them drive business with authentic visual storytelling and education.

This change is not about just adding digital as a division or recruiting a digital marketing team but completely rethinking PR in the age of fake news and deep polarisation.

There is a shift of public opinion favouring more humane organisations, sensitised to sustainability and community issues .

Consumers are more inclined to reward organisations that have profit with purpose at their heart and do meaningful business.

For example how Organisations acted in times of COVID reflects on how public would see them going ahead . How they treated their employees, partners and how they supported the community in these most difficult times will definite their character.

It is time for Brands to tell stories of hope , of a better future by connecting with stories of good .

As a digital storyteller I am excited about the future of marketing and PR are you ?

Sanjay Mudnaney

#passionproject