Joseph Thavaraja

07 Oct 25

The PR industry and diversity.

The PR and Communications industry needs to work much more on diversity and integration of more professionals from various ethnic and social backgrounds. The Diversity Action Alliance (DAA), in its Race and Ethnicity in Public Relations and Communications Benchmark Annual Report (May 2025) said that the British and American sectors of the industry, “there is […]

26 Sep 25

Outlook for PR’s future growth is bright with a huge 74% positive vote!

What is the real outlook for future growth of PR and Comms, amid winds of change effected by political headwinds, as well as digital and AI disruptions? The 2025 Global Communications Report “Mind the Gap,” released by USC Annenberg Center for Public Relations (released March 2025), packs interesting answers. The tenth edition of USC Annenberg’s […]

19 Sep 25

What does the Sri Lankan consumer want?

By many measures, the question “What does the Sri Lankan consumer want?” encompasses many varying notions; one might even wonder: “What does the Sri Lankan consumer not want?” Still, everyone would generally agree that Sri Lankans prefer Made in Sri Lanka rather than foreign-made products. A study published in March 2025, designed to investigate consumer […]

01 Sep 25

Did you buy that pack of cheese for its cost, quality, or the trust in its brand?

We mostly decide to buy a brand based on its cost or quality, and less so on how much we “trust” it. “Brand Trust” used to be a less important factor when it came to purchase consideration. But not anymore. When the recent 2025 Edelman Trust Barometer – Special Report on Brand Trust asked respondents […]

21 Jul 25

What does the Comms Industry utilize to crack the ‘measurement and revenue impact’ code and finally ditch AVE?

What does the Comms Industry utilize to crack the ‘measurement and revenue impact’ code and finally ditch AVE? Finally, there’s light at the end of the old ‘dilemma tunnel’ of measuring impact of PR and Comms on the company’s bottom line…or at least, on getting ‘more leads.’ Measuring the impact of PR and communication outputs […]

01 Jul 25

A twist in brand trust amid a global trade war and middle east turbulence knocking on your door

As a new global turbulence brews amid Middle Eastern clashes, tariff wars and socio-political upheavals in the West, brands are expected to feel the pinch. It’s important for PR and communications industry to understand the new trends within the industry on brand trust. Brand trust is a key purchase decision factor for any decision. Philip […]

17 Jun 25

Some companies are undeterred by DEI gloom, even becoming DEI champions!

Despite 2024 leaving a bad taste for DEI with several leading companies distancing from it, and 2025 is forecast as a gloomy year, many other adherents have not distanced themselves from their DEI commitments. In fact, some companies appear to sustain the DEI cause with a passion, with no seeming slowdown in their commitments come […]

29 Apr 25

Latest DEI study amid ‘2024 backlash’ packs unexpected results, sends mild shockwaves.

Despite 2024 feeling rather bad for DEI (a trend that began in 2020) and 2025 appearing to be not much different, it would be premature to conclude that DEI is turning out to be an abandoned practice. The good news: A surprising number of companies are happily continuing on DEI. A quick peek at the […]

09 Apr 25

Beyond ESG’s ‘bureaucratic’ outlook: The allure of ‘sustainability’ to the markets

Consumers increasingly go for environmentally and ethically sustainable products. A 2020 McKinsey US consumer sentiment survey showed more than 60% of respondents preferring to pay more for a product with sustainable packaging. A NielsenIQ study found that 78% of US consumers saying that a sustainable lifestyle is important to them. ESG’s beginning traces back to […]