You can make a Bengali happy by serving him Kaju Katli but can win his heart with a bowl of Rosgulla. With the above sentence, I wanted to make you realize the fine line between formality & affinity. Whether it’s language, apparel, food, or books, one wants to make oneself comfortable & connected. In other words, affinity attracts.
There was a time when one picked up an English newspaper to show off. Time has changed and so have people, language doesn’t bother them at all, the only things that matter is their comfort zone. Therefore, businesses integrating Vernacular Languages to promote their brand and so PR.
Of course, it’s not child play but the success formula that one can’t avoid. PR companies that are giving priority to the English language and are considering it as a safe route are the passengers of a sinking ship. PR agencies have to understand that their stories can only have real essence by integrating Vernacular Languages in it.
What is Vernacular?
A vernacular, or vernacular language, is the speech variety used in everyday life by the general population in a geographical or social territory.
Facts to look
According to a study done by KPMG, 70 percent of internet users find local language digital content to be more reliable than English language content.
You don’t need to be proficient in the English language to be able to promote your business. With just 125 million people speaking English in the country, there is a huge market to be tapped yet.
Are you delivering the right content?
Content is a king, but is it relevant to your audience? Think and think again. You can connect your target audience if your content inculcates cultural insight, nuance, and context. It can be only possible if you practice vernacular PR.
Importance of vernacular PR
Suppose, If an international brand wants to make inroads in the local market, then it has to take a turn to vernacular PR so that customers can relate with it and establish an emotional connect. Vernacular gives a guaranteed level of engagement, respect, and understanding of the targeted customer.
Therefore, with its help, a brand leaves a deep impression in the audience’s mind and can build a profitable and long-lasting relationship in the marketplace, as well as fruitful growth in business.
Why vernacular PR is successful
Suppose, You have to play a match game but in a language that you don’t have much exposure to. Sometimes, you find a match immediately at times it takes a lot longer than expected; which eventually turns the entertainment game to frustration. On the other hand, the native language is the language of the speaker’s heart and this makes vernacular PR successful because the method never stresses the audience but reaches out to them.
PR Trends are shifting towards the small towns, the future of PR.
“When in Rome, do as the Romans do.”
This phrase fits perfectly when it comes to the role of the small towns’ market in India and can’t be ignored. PR agencies are turning to small towns to establish their identity and stronghold. It becomes almost necessary to establish a great connection with the target audience, which happens when Vernacular PR comes into practice.
Vernacular PR proved cherry on the cake for PR24x7 as the company achieved significant success adding the method. As the company focuses on 15 major languages including Hindi, Urdu, Punjabi, Kannada, Malayalam, Gujarati, Bengali, Telugu, Malayalam and so on.