Navigating through Sri Lanka’s PR Landscape

The Need to Transform to Digital PR

Public relations have always been a difficult field to classify, and the development of the social media environment has only muddied the definitions further. What was formerly limited to issuing press releases, keeping tabs on media, and placing stories has evolved into a sector that affects practically every facet of an organization and has completely changed how we communicate. In recent years, the situation has escalated with the COVID-19 complexities that thrusted the PR industry, and the dire need to ‘survive’ despite the ‘New Normal’.

In the local context there are much more pressing issues with print publications slowly ‘running out space’ for PR articles due to many economic constraints they are facing. On the other hand, PR at large needs to stand out through the ongoing ‘noise’ of many social media spaces preferred by the growing majority of target demographic that belong to Gen Z and beyond.

As such, as PR Practitioners, it has become apt time for the industry to make a conscious effort to shift into digital PR profoundly and to educate our clients on the ground situation.

Public Relations, Social Impactand Sustainability

Climate Change is real. Sweltering temperatures and a rise in natural disasters are just the visible signs of this change. We all say that everyone has a role to play in preventing climate change and saving mother earth, but how does the public relations and corporate communications Industry face this challenge and how do we define our role?

The economic crisis along with the global recession has impacted hundreds of millions around the world and over a third of the population in Sri Lanka have been pushed below the poverty line. Brands and corporations are trying to find ways to help alleviate the burden of the crisis on those in need, but how can PR guide these brands to solve the priority problems. More importantly, how can PR play a role to prevent brands from boasting about their CSR but instead brands to encourage industries to play a bigger role.

A sustainable business strives for positive social, environmental, and economic (governance) impact. This session will cover how we as change makers and change influencers can make a difference in our field.

Future-proofing PR practice in times of crisis, and moving forward

How’s PR looking in Sri Lanka now, and what’s next?

The PR landscape is changing rapidly and it’s always a best practice to keep updated, upskilled and elevating your capabilities to take on and embrace the various opportunities and challenges. This session will give a glimpse into the various insights we gathered during a recent PRCA APAC survey we conducted among PR agencies in Sri Lanka, including their takes on brands, media and organizations.

It will go on to share how we could all play our individual and collective roles in uplifting the awareness and interest towards the PR industry in Sri Lanka together with a range of other stakeholders, and the need for PR professionals to proactively be thought leaders and learning champions in their field; to find and strike that work-life balance, volunteer wherever possible, write whenever possible and indulge in new horizons.