Regional India, or Bharat as we call it now, has always been a land of diverse languages, cultures, traditions, cuisines and hence even value systems. Deep understanding of people residing in tier 2/3/4 zones of India has always been the foremost requirement while drafting communication strategy or content for any brand.

This became further complex since the year 2019, when lockdowns and quarantines changed the way people consumed and created content. The sudden rise in Regional content(content created in Indian languages) on various traditional and social media platforms is a testament to the fact that Regional content is not just engaging but is also extremely impactful if created with understanding of the ever-evolving and diverse landscape of Regional India.

Creating engaging PR content for Regional audiences involves understanding the region’s unique preferences, cultural nuances, and parameters that form their opinions. With our 15 years of experience working in the domain, we are certain that content and communication strategy should be tailor made for every region, but, one could start with these 7 basic steps while creating content to ensure it resonates effectively with 80% of our country’s population residing beyond metros.

Understanding the local nuances and media landscape

Without understanding the media landscape, it is nearly impossible to craft a successful media strategy for any region. Similarly, without understanding local nuances that impact the value systems and thought process of people residing in Regional India, it is difficult to create something that resonates with them and achieves the end goal of a communication campaign. One could begin by researching the demographics, interests, and cultural background of the regional audience being targeted. Understand their values, traditions, and current events that are important to them.

Localize Content

Avoid one-size-fits-all strategy when it comes to Regional India. The beauty of regional content comes from how different the regions are from each other. Every region brings with them a unique narrative of customs, cultures and rituals. Tailor your message to fit the specific region’s dialect, use their most used idioms, and cultural references. Dive into their colloquial vocabulary and use local language where appropriate in order to connect authentically with the audience.

Highlight Local Stories and Personalities

Incorporate local success stories, community leaders, or influencers into your content. People relate more to stories and individuals they know or admire within their own community. The pride of knowing or witnessing those stories become a major factor in encouraging the consumer (of content) to engage with the content. The factor of ‘one of us’ still resonates strongly with Regional India.

Address Regional Concerns and Issues

Similar to problem-solution model, show that you understand the challenges or issues faced by the regional audience. Your PR content should demonstrate how your product, service, or message addresses these concerns. The local and direct touch will strike a chord and will be more impactful than the generic content that misses out on addressing the region’s hardships and challenges.

Use Visuals and Media Relevant to the Region

Every region has a specific preference, to know that and work accordingly to create content works in our favour. Images, videos, and other visual elements should reflect the diversity and characteristics of the region. Avoid generic visuals that don’t resonate with the local audience. A well thought, well-curated piece of regional content stays for a longer time and results in deeper impact.

Engage Local Media and Influencers

Do not shy away from collaborating with those who live and breathe in that ecosystem. Partner with local media outlets and influencers who have credibility and reach within that specific region. They can help amplify your message and lend it authenticity. In a country where only one english publication enjoys spot in top 10 most read media houses, we need to give a little more importance to local languages and media both.

Respect Cultural Sensitivities

The last but most important of all. What one region prefers, the other might take it as an offense due to differences in culture, faith or belief system. Hence, be aware of cultural sensitivities, taboos, or religious considerations that may impact how your message is received. Research well, be empathetic while creating content. Respect local customs and traditions in your content. By implementing these best practices, one can create PR content that not only captures the attention of Regional audiences but also resonates deeply with them, fostering a stronger connection and engagement.

#14YearsOfRegionalExcellence

Team Fuzion PR