First Partners’ playbook for modern PR

First Partners is a communications agency specialized in corporate communications and public affairs. Its customer base spans a wide range of industries, including multinationals, government agencies, startups and more.

The agency recently celebrated its eighth anniversary in the industry. Atul Ahluwalia, co-founder of First Partners, reveals that the agency was founded in July 2016 by three individuals – himself, Dilip Yadav and Santanu Gogoi (the other founders) – all of whom previously held senior positions at Weber Shandwick before joining. the journey to start their own company.

He says he and his team wanted to introduce a dual focus to the PR industry. While managing reputation is important, there is also a belief that PR agencies should contribute directly to the bottom line.

“Whether it’s increasing market share, attracting talent or achieving financial goals, PR must deliver tangible results for the client’s business, in addition to building a long-term reputation,” Ahluwalia adds.

He also emphasizes the agency’s strategic emphasis on harmonizing creativity with business results. When considering the agency’s strategy, he emphasizes that creativity has always been a key asset for him, even during his tenure at Weber Shandwick.

Underscoring the team’s continued commitment to creative excellence, he says it’s not just about generating innovative ideas for the sake of it. “We believe that creativity, combined with business results, is a powerful tool. It is not creativity in itself, it is creativity that helps achieve the client’s business goals,” he says.

Editors’ Street and Global South advice

The agency has launched two new group companies: Editors’ Street, which specializes in strategic content, and Global South Advisory, a firm dedicated to public affairs. These companies are ready to meet the changing demands of the market, especially as India increasingly asserts its presence on the global stage.

Discuss Editorial Streethe explains the importance of strategic content in today’s AI-dominated world. According to him, Editors’ Street is focused on producing high-quality, strategic content, especially in a world influenced by AI. He emphasizes that while AI can increase efficiency in routine tasks, creating complex content intended for senior executives still requires human expertise.

“The role of the platform is to help customers manage their own media presence. We create 24/7 newsrooms for our clients and help them become publishers of their media, especially as traditional media is shrinking,” Ahluwalia added.

On the other hand, Global South advice serves as a public affairs firm that helps multinational companies maneuver through the intricacies of the Indian market.

“As India rises on the global stage, we see a need for companies that can help multinationals navigate the Indian market. We are ready to assist companies that want to establish or expand their presence in the country,” he said.

Tackling the crisis in 2024

Public relations crisis management has evolved significantly in recent years, especially in 2024, as social media increasingly influences public perception.

Ahluwalia emphasizes the need for companies to adapt to this fast-paced environment, with a strong focus on transparency. “Crisis situations are common on social media these days and we have developed advanced models to deal with them. The golden rule is transparency. If there is a problem, admit it and show how you are addressing it. If you try to hide things, the situation will only escalate,” he says.

Ahluwalia aims to address a common misunderstanding in crisis management – ​​that negative news can only be suppressed – and also points out that a key misconception is the belief that one can simply ‘stifle’ negative news.

“Even the largest companies and politicians have failed to do this. Negative news will come out, so it’s better to be transparent and show that you are taking responsible action. I believe that honesty and prompt action are critical to maintaining trust and effectively managing reputational risk,” he noted.

About journalists joining the PR world

Many journalists have made the transition to the PR industry after spending time in the newsroom. This shift is often driven by the demand for strong storytelling and content creation skills in PR, as well as the relationships journalists build with the media during their careers.

Ahluwalia attributes this shift to the demand for skilled talent in PR and highlights how journalistic experience translates well in the field. “There is a shortage of good talent in PR, and journalists often have strong writing and media relations skills,” he explains.

However, he also acknowledges that the transition is not without challenges. “The move to PR requires adapting to the service-oriented nature of the industry, where meeting tight deadlines and managing multiple clients can be a challenge,” he says.