As OpenAI forges strategic content agreements with major publishers, the landscape of media relations and earned media is undergoing a fundamental shift. In this interview, Shalu Jha, Co-Founder and Chief Operating Officer, PRandit, talks about how these collaborations are changing the way news is sourced, distributed, and consumed, pushing PR professionals to rethink their approaches. Traditional methods of relying solely on newspapers and television are no longer sufficient; integrating AI-driven strategies is now essential to staying relevant and impactful.How do you think OpenAI’s content agreements with major publishers will impact the future of media relations and earned media for PR professionals?The collaborations of OpenAI with prominent publishers reposition AI as a means to find news, changing how content is distributed and the significance of earned media. These partnerships with key outlets mean that AI models used in these platforms are trained on AI applications like ChatGPT. This means that PR needs to reconsider its goals. It is not enough to speak to people through newspapers and TV anymore; PR professionals need to incorporate AI that will help us understand how people will consume content in the future, which will help redefine the industry.With AI models gaining prominence, what strategies should PR teams adopt to optimise their outreach efforts and ensure their content stands out in AI-driven platforms like ChatGPT and SearchGPT?Since AI has started playing the role of supplementary, or even sometimes the primary tools of data search, PR teams should focus on developing content that is high-quality and optimised to be effectively consumed by AI systems. Organising data in properly structured format, correct tagging and working closely with licensed publishers can go a long way in helping PR professionals ensure that their message as captured by AI is correct. Content that’s easy to understand, from dependable sources, and machine-readable will stand out as AI models give preference to sources with which OpenAI has licensed.Given the increasing integration of AI into news consumption, how do you foresee the evolving role of PR in managing and leveraging AI-powered platforms for enhanced transparency and credibility in media relations?Since the integration of AI increases in the media consumption, PR will have more duties in managing the relationship with the AI platforms. This shift could be towards following ethical standards, and correcting for biases so that AI platforms portray information correctly. It suggests that editorial content partnerships are important for credible deep AI outputs, which PR can utilise to promote more credible, verified media content. In doing so, the PR professionals will be able to contribute to the making of a more reliable media space.

Wizikey, Asia’s first and leading AI-powered media intelligence platform, has unveiled its highly anticipated Newsmakers 2024 Report, spotlighting the startups that have redefined India’s entrepreneurial narrative with unparalleled media visibility and transformative innovation. Dominating the rankings this year are Dream11, OYO shining examples of resilience and influence in their respective sectors.Dream11 leads the pack with a record-breaking NewsScore of 76.41, demonstrating its ability to captivate media and audiences alike with groundbreaking strides in gaming. The brand generated over 35.8k news stories, 23k headlines, solidifying its status as the most visible startup.OYO, with a NewsScore of 68.33, continued to revolutionize the global hospitality landscape empowering hotels. Its relentless innovation and focus on creating value have kept OYO at the forefront of global industry discussions. In third place, BYJU’S on third with a NewsScore of 67.14, underscoring its impact on education technology. This year’s report also celebrates the achievements of other standout performers like Zerodha, Zepto, Meesho, Ather Energy, PhysicsWallah, Boat Lifestyle, and Razorpay, reflecting the dynamic diversity of India’s entrepreneurial ecosystem. From FinTech and sustainable mobility to quick commerce and consumer electronics, these startups have set benchmarks in innovation and influence, further cementing India’s position as a global startup powerhouse.Aakriti Bhargava, Co-Founder of Wizikey, commended the trailblazing startups featured in the report: "The 2024 Newsmakers Report reflects not just innovation but the power of effective storytelling. Emerging startups like Ather Energy, PhysicsWallah, and Zepto have shown how clear and compelling communication can amplify their vision and engage audiences meaningfully. By leveraging the right narratives, these companies are carving their own space in competitive industries, reminding us that impactful communication is as critical as innovation in shaping success."While FinTech retained its dominance in 2023, led by Zerodha’s media presence, 2024’s landscape underscored the rise of startups like Ather Energy and PhysicsWallah, emphasizing sustainable mobility and education. The narrative this year is not just about visibility but the power of startups to shape industries, influence public discourse, and inspire a global audience, signaling a vibrant and dynamic year ahead.The Wizikey Newsmakers Report, an annual benchmark for media visibility, captures the essence of innovation, influence, and impact. As the trends identified this year unfold, 2024 promises to be a year of breakthrough achievements and inspiring milestones in India’s entrepreneurial journey.Methodology: The 2024 Newsmakers Report, in its 6th edition, employs a sophisticated AI-powered analytics framework to evaluate brand visibility across media channels. The rankings are derived from Wizikey's proprietary NewsScore algorithm, which processes over 30 million data points across 1,700+ brands. This comprehensive analysis combines artificial intelligence, machine learning, and advanced media intelligence to quantify news mentions and their impact, ensuring an objective assessment of each brand's media presence. The methodology has established itself as an industry benchmark, offering unparalleled insights into brand visibility and media impact in the startup ecosystem.

Adgcraft, One of the most trusted PR agencies in India announces the onboarding of Hassan Faridi as Account Director. With over a decade of extensive experience in Public Relations, Media Relations, Client Servicing, and Strategic Communication, Hassan’s addition to the team marks a significant milestone in Adgcraft’s journey of delivering excellence in PR and Communication.As Account Director at Adgcraft, Hassan Faridi will be responsible for leading key client accounts, devising strategic communication plans, and ensuring the seamless execution of PR campaigns. His role will involve mentoring and guiding team members and maintaining strong client relationships. By leveraging his extensive experience, Hassan will focus on enhancing client satisfaction, expanding the agency’s portfolio, and aligning communication strategies with business objectives to deliver measurable results.Abhinay Kumar Singh, Founder and Managing Director of Adgcraft, expressed his enthusiasm about Hassan’s appointment, stating, “We are delighted to welcome Hassan Faridi to the Adgcraft family. His extensive experience, strategic acumen, and passion for communication align perfectly with our vision to deliver exceptional results for our clients. Hassan’s leadership will undoubtedly strengthen our team and elevate our service offerings.”Speaking about his appointment, Hassan Faridi said, “Joining Adgcraft represents an exciting chapter in my professional journey. The agency’s commitment to delivering meaningful and impactful communication solutions resonates deeply with my own approach to public relations. I am eager to bring my experience to the table and collaborate with the talented team here to create strategies that not only address client needs but also push boundaries in how PR can drive value for businesses. My goal is to contribute to the agency’s continued growth by delivering consistent, high-quality results for our clients.”Hassan brings over 10 years of experience in managing high-impact PR campaigns, fostering client relationships, and driving strategic initiatives across diverse industries, including Corporate, Technology, Automobile, Finance, FMCG, Retail, CSR, Hospitality, Startups, Education, and Health. His in-depth knowledge of the PR industry, combined with his strong team management skills and strategic approach, will surely make him a valuable asset to the Adgcraft team.

Burson, the global communications agency purpose-built to create value for clients through reputation, has announced that Matt Reid has joined strategic communications and financial markets advisory firm Burson Buchanan as US CEO, effective December 2. Reid is based in Washington, D.C. and will oversee the expansion of the brand and business in the U.S. market. Reid uses his deep experience in financial and corporate communications, public affairs and crisis management to provide strategic counsel to clients facing “bet the company” opportunities and threats. His expertise includes managing financial transactions and issues; complex litigation matters and government investigations; policy and regulatory challenges; and major corporate crises. He has also managed communications for numerous corporate acquisitions, mergers and SPAC transactions. “Businesses are facing pressures from all quarters – both internal and external – that can create high-stakes threats, imperil reputation and undermine financial confidence,” said Corey duBrowa, Global CEO, Burson. “Matt brings a successful three-decade career in advising clients through myriad complexities, opportunities and strategic scenarios to protect and build reputation and optimize valuation. I benefitted from his steady hand and wise counsel during my time as a client and when we were colleagues at WE Communications, and know his considerable expertise will be a tremendous asset to our clients and potential clients as we build Burson Buchanan in the United States.” Before joining Burson Buchanan, Reid was Managing Director and Head of the Los Angeles office for H/Advisors Abernathy, as well as lead of the firm’s cybersecurity and litigation communications practices. He also contributed to the firm’s capital markets work in the U.S. and its global public affairs efforts. Prior to that, Reid was Managing Director and co-head of the Los Angeles office of Sard Verbinnen & Co. (now FGS Global), where he oversaw mergers & acquisitions, activist defence, executive transitions, crises, regulatory and litigation matters for clients across numerous industries, including technology, life sciences and education. Earlier, he was Senior Vice President, External Affairs for BSA | The Software Alliance, the leading global trade association for the software industry, where he oversaw global communications and government relations. He has also held senior corporate communications and public affairs roles at agencies including WE Communications, FleishmanHillard and GCI Group. He began his career working on high-profile political campaigns. “Burson Buchanan has a well-earned reputation in the UK across 30 years for helping clients manage issues, markets and corporate reputation to build stakeholder confidence and facilitate innovation and growth,” said Reid. “As a boutique strategic communications and financial markets advisory firm within Burson Group, we offer highly specialized expertise, backed by the resources of the global communications agency that set the gold standard for reputation management and strategic advisory. I couldn’t be more enthusiastic about what we’ll be able to achieve as we expand Burson Buchanan into the US.”

Bombay Chartered Accountants’ Society (BCAS), India's largest and oldest voluntary professional body of Chartered Accountants, has joined hands with SGA PR, one of the fastest growing communication consultancies in India, to create further awareness about the pivotal role it is playing in the fields of accounting, tax and finance thereby strengthening the economic fabric of India.SGA PR, as an exclusive communications partner for BCAS, has been entrusted with the role of positioning BCAS as the key industry voice representing the community of chartered accountants in the country besides highlighting all the developmental programmes that the body does to strengthen the Indian financial ecosystem and shape the future of the professionals.SGA PR is part of the 14-year-old Strategic Growth Advisors Group which has pioneered investor relations and compliance communications practices in India. BCAS is yet another marquee name in the BFSI portfolio of SGA PR which already manages some leading corporates across mutual funds, housing finance, NBFCs and fintechs among others.“Our association with BCAS started during their 75th anniversary celebrations as we were privileged to be the communications partner for one of the biggest congregations of chartered accountants in India – Reimagine 2024. The association has today fructified into a strong partnership between the two organisations. Our endeavour will be to bring to the fore some of the pioneering work that BCAS has been undertaking that will shape the future of finance in the country.” says Rahul Jain, Partner & Jt. CEO, SGA PR.BCAS is a not-for-profit professional body that is led by a team of practicing chartered accountants with many of them being regarded as stalwarts in their respective domains. It constitutes of 10 different committees across Direct Tax, Indirect Tax, Accounting & Auditing, Internal Audit, Corporate & Allied Laws and International Taxation among others. For the last 75 years, the body has been working closely with the central government and various state governments, academia and industry professionals to further strengthen the financial ecosystem of the country.CA Anand Bathiya, President at BCAS, said, “Ever since its foundation, BCAS has supported the Government of India and the various state governments with research backed inputs and expert opinions on several financial policy parameters. Over the years, we have been playing a distinct role in shaping the financial policy of the country besides also working tirelessly towards the professional development of our young CA colleagues. In SGA PR, we have found the perfect partner to convey our unique story to the broader community that will strongly highlight the ethos and legacy of our great organisation. SGA’s expertise in compliance communications has further reinforced our confidence in them and we look forward to a long partnership.”

The Public Relations Consultants Association of India (PRCAI) has launched a brand-new Reputation Management course for one of India’s top business management schools, the Indian Institute of Management, Udaipur (IIMU). This academia-industry collaboration aims to equip future business leaders with expertise in strategic communications which is essential for building successful brands and businesses.Reputation Management is an elective course developed for IIMU and offered in Term 5 (October-December 2024). The course covers six dimensions of corporate reputation—Emotional Appeal, Products & Services, Financial Performance, Vision & Leadership, Workplace Environment, and Social Responsibility—all seen through the lens of Public Relations, giving students a deeper understanding of how these drivers create long-term value for organizations. It introduces participants to the subject of crisis communications’ best practices, and the importance of ethical business conduct, underlying the value of preparedness to proactively protect reputation. The course will also provide an enhanced understanding of Online Reputation Management (ORM), a critical area in today’s digital-first world. As stakeholder behaviours evolve, ORM has become central to the practice of Public Relations, with an increasing focus on leveraging digital platforms to manage and enhance reputation.“We are thrilled to partner with IIM Udaipur for this new Reputation Management course,” said Nikhil Dey, National Chair, Talent & Academia, PRCAI & Executive Director, Adfactors PR. “Reputation management is central to business success in today’s interconnected world. The demand for leaders who can strategically manage and protect reputations is at an all-time high. A world that is embracing the AI opportunity is also having to learn how to deal with fake news, misinformation and disinformation. In this context, reputation management has become a vital competency for leaders across industries, and this program prepares the B-School students to learn the science and art of reputation management to tackle the VUCA* world head-on.”The initiative is catalysed by initial insights from the latest industry survey PRCAI 2024-25 SPRINT* which will be unveiled in January, highlighting the state of talent and its influence on the industry and the future of communications. The survey found that 76 per cent of respondents believe that educational institutions must overhaul their curriculum to meet new PR industry demands. Further, PR firms are finding new hunting grounds - even at the entry level, firms have broadened their hiring pool to include marketing and advertising institutes (23%) and management institutes (13%). The survey revealed that corporate communication leaders (90%) shared that CEOs are now prioritizing strategic communications for measurable business impact, and this course is designed to meet the increasing demand for expertise in reputation management.“The Reputation Management elective course stands out as a new addition to IIM Udaipur’s curriculum. This course is designed to give our students a comprehensive understanding of the drivers of corporate reputation, positioning them for leadership roles where effective communication is key to success,” said Prof. Ashok Banerjee Director, IIM Udaipur.75 IIM Udaipur students have enrolled for the Reputation Management course, joining a forward-thinking initiative to harness the power of communications for growth and business impact. PRCAI members are represented by three PR industry veterans Nikhil Dey, National Chair of Academia and Talent & Executive Director at Adfactors PR; Vandana Sandhir, Chief Client Strategy Officer at Burson India and Aman Gupta, Managing Partner, Asia-Pacific at SPAG/ FINN Partners, are serving as visiting faculty and collaborators in delivering this course.“We are proud to partner with IIM Udaipur to prepare leaders for tomorrow and thankful to our members who have stepped forward to make this a reality. This course will arm future business leaders with the tools needed to manage reputations effectively,” added, Deeptie Sethi, CEO of PRCAI.PRCAI is committed to delivering strong academic interventions through an on-going series of training and exchange programs that connect students with industry leaders in the form of guest lectures, consultancy visits and thought-leadership forums. With over 10 academic partners onboard, PRCAI continues to set new benchmarks to nurture and develop future talent for the PR profession.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Kruttik Parekh, Senior Manager - Corporate Communications, Rebel Foods, speaks at length about the communication strategies that help the brand stand out in the crowded food and beverage startup market. He also shares insights on leveraging social media and influencer marketing within Rebel Foods’ corporate communications strategy, his transition from the entertainment industry to the F&B sector, and more.Rebel Foods is a pioneer in the cloud kitchen space. How does your role contribute to shaping its brand narrative in a highly competitive food delivery ecosystem, and what strategies do you employ to ensure its communication stands out amidst a crowded market of food and beverage startups?My role at Rebel Foods, the world’s largest and fastest-growing cloud kitchen company, has been immensely enriching and dynamic. In a highly competitive and rapidly evolving food delivery ecosystem, staying relevant and agile in our communication is paramount.To shape Rebel Foods’ brand narrative, we focus on spotlighting the innovative campaigns we launch across our diverse portfolio of brands, including Faasos, Behrouz Biryani, Oven Story, Wendy’s, and others. These campaigns not only reflect the essence of each brand, but also showcase our pioneering approach in the food-tech space.Our communication strategy emphasizes a holistic and integrated approach. We create a 360-degree amplification plan for every campaign, ensuring its message resonates across all possible touchpoints. This includes leveraging print, digital platforms, television, WhatsApp marketing, in-app notifications, outdoor media, and more. By aligning these channels effectively, we ensure that our communication stands out amidst the noise and reaches our target audience with maximum impact.Rebel Foods has multiple brands catering to various customer preferences. How do you ensure each brand maintains its unique identity while aligning with the larger Rebel Foods vision?We treat each brand as a storyteller with its distinct voice while ensuring a unified ethos across Rebel Foods. Clear positioning and tailored messaging for each brand allow us to celebrate individuality. For example, with Behrouz Biryani, the messaging is more inclined towards royalty, while with Faasos, it is more modern and quirky. However, all brands are united by our overarching commitment to quality, innovation, and customer delight, ensuring they resonate with Rebel Foods’ larger mission of transforming food experiences.Given the shift towards digital-first communication, how do you leverage social media and influencer marketing in Rebel Foods’ corporate communications strategy?Social media and influencers are integral to our strategy for humanising the brand and reaching audiences authentically. We plan various campaigns and activities to keep the spirit up and ensure our customers are involved and feel valued. An example here could be our recent children’s day activity under Oven Story, where we had pizzas made in different shapes, calling them “kiddy pizza” and the other one by EatSure, where we leveraged the power of nostalgia and sent out famous 90s treats with every order. We had influencers come in and try our treats and then hop on to the promotional brandwagon. By using data-driven insights, we tailor our campaigns to resonate with diverse demographics while maintaining transparency, ensuring our messaging feels personal and impactful.Having worked in leadership roles at INOX and now at Rebel Foods, what is your approach to building and mentoring high-performing communications teams?Having held leadership roles at INOX and now at Rebel Foods, I believe that building and mentoring high-performing communications teams starts with a focus on fundamentals. In PR, especially on the brand side, staying true to the basics while executing innovative and impactful campaigns is key to success. I encourage my team to think beyond the ordinary and give them the freedom to express and execute unique ideas that push boundaries. This autonomy fosters creativity and helps develop campaigns that truly resonate with audiences.As a leader, I prioritize motivation and collaboration. Building a culture of unity and instilling a “One Team” mindset is particularly crucial during challenging times. By empowering the team and fostering an environment of mutual trust, we navigate crises effectively and emerge stronger.During your tenure at INOX, the pandemic posed significant challenges for the entertainment industry. What key crisis communication lessons from that time do you apply in the F&B sector?I joined INOX during the second wave of the pandemic in March 2021, a time when cinemas had been closed for an unprecedented 365 days with no revenue flow. The challenges were immense, as audiences were hesitant to return to theaters, and the entire cinema industry was striving for revival.During this period, I learned that in a crisis, it is crucial for a PR professional to think creatively and execute out-of-the-box ideas. We launched several impactful campaigns during the post-COVID era that not only helped rebuild audience confidence, but also contributed significantly to the industry’s revival.Patience and instinct are invaluable during a crisis. Remaining calm, trusting your intuition, and consistently focusing on innovative solutions are lessons I carry forward into the F&B sector. Whether it’s reviving a cinema or navigating challenges in food and beverage, these principles remain fundamental to effective crisis communication and brand recovery.What motivated your transition from the entertainment industry to the F&B sector, and what excites you the most about your role at Rebel Foods?After spending over four years in the entertainment industry, I was eager to explore new challenges in a different sector. The food tech space, with its dynamic and constantly evolving nature, presented an exciting opportunity to innovate and connect with consumers in meaningful ways.Since joining Rebel Foods over eight months ago, I’ve discovered the art of delighting customers through innovative, emotionally resonant campaigns. For instance, initiatives like sending dahi cheeni before the India versus Pakistan World Cup match, a nostalgic candy box on Children’s Day, and chocolate medals celebrating India’s victories at the Olympics have been particularly memorable. These campaigns, executed through EatSure – Rebel Foods’ D2C platform – have allowed us to create personal connections with our customers while delivering exceptional experiences. This blend of creativity, customer engagement, and impact is what excites me the most about my role at Rebel Foods.Could you share an example of a campaign or initiative from your career that you are particularly proud of and why?It is challenging to choose just one campaign, but an initiative that holds a special place in my heart is the PR efforts I executed during my tenure at INOX Group in 2021, amidst the second wave of COVID-19.In addition to managing PR for PVR INOX, I was also responsible for INOX Air Products, India’s leading industrial gas company. During the second wave, when the country faced a critical shortage of medical oxygen, INOX Air Products played a pivotal role, supplying 60% of the country’s medical oxygen needs. The media’s focus on this crisis was immense, with widespread demand for interviews with Siddharth Jain, Managing Director of INOX Air Products.I had the privilege of spearheading PR efforts to craft a tactful narrative that sensitized the gravity of the situation while highlighting INOX’s contributions. By lining up impactful interviews globally and strategically managing communication, we were able to address concerns, mitigate negative PR, and bring much-needed awareness to the crisis.This campaign stands out as a defining moment in my career. It was an honour to work closely with Mr Jain and the team, and my efforts were recognized with a reward for outstanding PR contributions. This experience taught me the importance of strategic communication during a crisis and the power of thoughtful storytelling in driving impactful narratives.Overall, how has the past year been for the corporate communications industry, and what key trends or shifts have you observed that are redefining how brands engage and connect with their audiences?The past year has highlighted the importance of agility and authenticity in corporate communications. Brands are increasingly adopting purpose-driven messaging and leveraging tech for real-time engagement. I’ve seen a shift towards deeper storytelling and the use of AI for personalisation. Consumers value transparency more than ever, pushing brands to align communications with genuine values and meaningful impact.

Prius Brand and Business Partner, the flagship entity of Prius Communications, has revolutionized healthcare communication with innovative campaigns that underscore its unmatched expertise in public relations strategies. The company’s recent successful healthcare campaigns for two of its leading Bengaluru-based healthcare providers, upscaled healthcare communication and PR strategies. Of several innovative campaigns this year, two recent PR campaigns for the launches of India’s first on-site 3D Printing lab and the World’s smallest knee implants achieved unprecedented success. Baldev Raj, Founder and CEO of Prius Brand and Business Partner said, “We have had the privilege of executing PR campaigns for some of India’s leading healthcare providers over a decade. This year, particularly, we achieved remarkable success in their PR campaigns based on their new initiatives. The overwhelmingly positive response from media platforms reaffirmed the power of our strategic communication approach. It is incredibly fulfilling to see all our campaigns drive meaningful results for our clients.”The campaigns led by Prius Brand and Business Partner have successfully brought attention to the technological advancements and personalized patient care offered by healthcare institutions. These campaigns highlighted the hospitals’ expertise in advanced care, resonating strongly with audiences across print, digital, and electronic media.“Over the past eight years, we have had the privilege of managing PR for one of India’s top four listed hospital chains, a partnership that continues to thrive. Our mandate has been centered on clinical and corporate positioning, aimed at transformative brand development. Through strategic campaigns and events, we successfully enhanced visibility and strengthened their market presence by an incredible 500%,” said Baldev Raj."The results speak for themselves: over 6,250 coverage pieces, with a PR value exceeding ?155 crore, across 25+ states and Union Territories. Our efforts generated 2,300+ industry stories, 1,000+ authored articles, 3,000+ print coverages, 1,000+ thought leadership features, and 250+ electronic coverages, including 600+ mentions on India’s top media Network. These campaigns exemplify the transformative power of strategic communication and the remarkable outcomes we consistently deliver for our clients,” added Mr. Raj.Recent innovative campaigns have not only increased public awareness of technological advancements in hospitals but have also underscored the importance of effective communication strategies in reshaping healthcare narratives. These efforts have contributed to the increased and important role of strategic healthcare communication. The agency has worked on successful campaigns for a range of healthcare organizations and focuses on developing communication strategies that highlight client achievements and industry leadership.

Manu Kumar has announced his decision to step down from the role of Head of Marketing & Corporate Communications at Hero Electric Vehicles after more than seven years. Sharing his transition with Adgully, Kumar stated:"After an incredible 7+ years as Head of Marketing & Corporate Communications at Hero Electric Vehicles, I've decided to move on. It's been an amazing journey—a rollercoaster ride filled with learning, growth, and wonderful memories.Manu Kumar has announced his decision to step down from the role of Head of Marketing & Corporate Communications at Hero Electric Vehicles after more than seven years. Sharing his transition with Adgully, Kumar stated:"After an incredible 7+ years as Head of Marketing & Corporate Communications at Hero Electric Vehicles, I've decided to move on. It's been an amazing journey—a rollercoaster ride filled with learning, growth, and wonderful memories.I'm taking a short sabbatical to recharge, explore new opportunities, and focus on a few personal projects. In the meanwhile, I will continue to work with and mentor startups on go-to-market, brand, and corporate communication strategies. Additionally, I look forward to engaging with colleges and universities for guest lectures and other mentorship programs.Grateful for the support and camaraderie of my Hero Electric family and looking forward to this exciting new chapter!"Manu Kumar is an integrated marketing professional with over 25 years of experience spanning marketing communication, brand management, direct marketing, activation, public relations, e-commerce, and digital media.His extensive experience includes roles at organizations such as UTStarcom, Bharti Airtel Limited, Chevron, and McCann-Erickson Advertising Limited.

Online marketplace giant eBay has selected Axicom, Burson's tech-focused agency, as its North America corporate communications agency of record. This follows a competitive review led by eBay's new Chief Communications Officer Gigi Ganatra Duff.Axicom will support eBay across various areas, including corporate, product, and technology communications, seller and advertiser engagement, and the eBay Foundation. The agency will collaborate with Duff's team to enhance awareness of eBay's commitment to innovation and its vibrant community.Lisa Sullivan, President of Axicom Americas, expressed excitement about the partnership, emphasizing the agency's expertise in helping tech brands communicate effectively.This win marks a significant milestone for Axicom in the US market, following recent successes like securing AMD's global PR business. eBay, celebrating its 30th anniversary in 2025, will manage the account from Axicom's San Francisco office.

VisitBritain, the national tourism agency for Great Britain, has announced the appointment of Mirna Tamimi as its new Communications Manager for the Gulf Cooperation Council (GCC) countries.In her new role, Mirna will lead efforts to promote Britain’s diverse visitor offerings across the GCC region. Her responsibilities include collaborating with media to highlight the latest tourism products, experiences, and attractions. This involves organizing hosted media visits and promoting Britain as a must-visit destination through its regional gateways.The appointment comes as VisitBritain forecasts record-breaking visitor numbers and spending from the GCC in 2024. An estimated 1.3 million visits are expected, marking a 21% increase from 2023. Visitors from the region are projected to spend £3.1 billion in the UK this year, a significant 26% rise compared to the previous year.Mirna brings a wealth of experience to the role, having previously worked at Gambit Communications as a Senior Account Manager. There, she managed high-profile clients across hospitality, entertainment, and automotive sectors, including Mandarin Oriental Hotel Group, Ski Dubai, Snow Abu Dhabi, and BMW Group. With over six years of experience in agency and in-house roles and a track record of award-winning campaigns, Mirna is well-positioned to strengthen Britain’s appeal to GCC travelers.Her appointment reflects VisitBritain’s commitment to fostering strong connections with the GCC market, encouraging more visitors to explore the best of Britain’s rich culture, heritage, and attractions.

Max Level, a leading marketing and PR agency built by gamers has been awarded the public relations and social media mandates for 88 Games, the newly announced game development division of 88 Pictures, the animation and VFX studio behind Emmy and Annie Award-winning show Trollhunters: Tales of Arcadia, as well as global hits like Gremlins: Secret of Mogwai, Transformers: The Earth Spark Season 2, Kung Fu Panda: The Dragon Knight, and Fast & Furious: Spy Racers. The partnership marks a significant step in shaping the public presence of 88 Games as it aims to bring India’s cultural heritage to global gaming audiences.The collaboration will see Max Level leveraging its deep expertise at the intersection of gaming and media landscape to highlight 88 Games’ initiatives in the international gaming industry. The mandate encompasses strategic outreach, storytelling, and other initiatives to build and support the studio’s ambitious game titles and vision of blending immersive gameplay with India’s rich storytelling traditions. Commenting on the partnership, Milind D. Shinde, Founder & CEO of 88 Games, said "88 Games is a unique venture that blends our expertise in animation and VFX with our passion for telling stories, through an interactive medium. Our mission is to deliver culturally resonant, visually stunning and immersive stories through games for the global audiences. With Max Level’s proven track record in PR and social media, we’re excited to build a compelling brand narrative and connect with players and industry leaders worldwide."With a gamut of achievements under its belt, the launch of 88 Games further diversifies the company’s position as a leader in storytelling, expanding its portfolio to interactive experiences.Siddharth Nayyar, Co-founder & Chief Revenue Officer of Max Level, shared his excitement about the collaboration, "Being gamers first, we were absolutely amazed by the projects that 88 Games is working on and we were eager to work alongside them. Hence, being entrusted with the PR and social media mandate of 88 Games is an incredible opportunity for us. 88 Games’ vision of creating culturally resonant games aligns perfectly with our passion for amplifying impactful stories. Together, we aim to position 88 Games as a leader in the Indian and global gaming industry, showcasing the untapped potential of Indian narratives in interactive entertainment."88 Games, led by industry veterans Milind D. Shinde and Shiben Bhattacharjee, is developing a lineup of games inspired by India’s folklore and history. The collaboration reflects the rapid growth of India’s gaming market, which added 23 million new gamers in FY24, bringing the total to 590 million players. With the industry projected to exceed $9.2 billion by FY29, 88 Games aims to fill a crucial gap by offering premium, culturally significant PC and console games to a global audience.The addition of 88 Games to its already diverse portfolio of brands underscores Max Level’s growing market share in the Indian gaming, esports and tech market.With a portfolio including brands like NODWIN Gaming, SuperGaming, CyberPowerPC India, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, ASUS ROG, Jio Games, TVS, and HyperX, Max Level continues to grow its client base while maintaining a focus on delivering tailored PR and marketing services that resonate with gaming and esports audiences.

Authored by: Manish Sharma (The author is a PR Entrepreneur, Co-Founder of Key Communications and a proud GREEN Storyteller) The growth and progress of a nation are intricately linked to the personal development and evolution of its citizens. India has witnessed a groundbreaking transformation of the differently-abled in the Paris Paralympics with a toll of 29 medals. It was not just a mere number, it was a representation of the calibre, strength, and dedication an individual possesses even being differently abled. Nothing is impossible, and they proved it right. However, amongst the 40-90 million population of differently-abled individuals, only 54.4% have the resources to learn and grow. PR and creative professionals can play a vital role in fostering a more inclusive world, where the talents and contributions of differently abled individuals are celebrated and recognized.  A nationwide campaign was launched in the year 2015 to enhance the accessibility of differently abled named, The Accessible India Campaign (AIC), also known as Sugamya Bharat Abhiyan. However, as per the 2018 report by the Department of Empowerment of Persons with Disabilities, only 3% of buildings in India were found to be fully accessible by the differently-abled. Not only this, A 2020 report by the 2020 Web Accessibility Annual Report highlighted that over 98% of websites fail to comply with accessibility requirements for them.  It's almost a decade now, and there is still a need to address the issues faced by them due to lack of education, financial support, job opportunities, inclusivity, and limited awareness. PR and creative industries can draw the attention of both the government and private sector to address these loopholes in society.  Inclusivity- Key for a Sustainable FutureDisability inclusion should go beyond being just a message; individuals with disabilities must be genuinely included and integrated into societal narratives. Rather than being portrayed solely as subjects of discussion or advocacy, their experiences, perspectives, and contributions should be woven into the fabric of stories that reflect our diverse world. Differently-abled citizens are also active participants in society, rather than mere symbols or focal points of the conversation, sympathy, or disability! Creative storytellers and PR professionals are championing the urgent need for organizations and the PR sector to advocate for inclusivity and equal opportunities for differently abled individuals. By leveraging the power of sharing narratives creatively through strategic communication and PR campaigns, creative industries can contribute towards an inclusive and sustainable future. PR: The Voice of the Unheard The importance of inclusivity and representation cannot be overstated, it is the need of the hour to address the gaps and blockages which determine the future of differently-abled individuals. Public relations (PR) and creative industries hold significant power in shaping narratives and perceptions. By actively advocating for and supporting differently abled individuals, these sectors have the opportunity to not only be their voices but also drive meaningful change. Through innovative campaigns and authentic storytelling, these industries can break down barriers, challenge stereotypes, and inspire a broader understanding of diversity and ability. The recent Zepto Campaign emphasized the significance of inclusivity by sharing the inspiring stories of employees with disabilities who have triumphed over challenges with the company's support. One of their digital films focused on the remarkable journey of the differently abled, Vishwanath, a delivery partner who is also a team leader. Vishwanath works at Zepto Cafe in Bellandur, Bangalore, and is among over 100 differently abled employees showcasing the company's commitment to inclusiveness.  One such campaign by Toyota, ‘Impossible vs. Impossible’ was inspired by the insight that Paralympians are some of the greatest athletes on the planet but, away from their sport, they face the same challenges as anyone else. The initiative stemmed from thorough research carried out within the differently-abled community. They highlighted the challenges of a Paralympian and how they push themselves beyond expectations.  These kinds of PR campaigns underscore how creative storytellers and PR are becoming the voice of the unheard and playing a key role in supporting and advocating for differently-abled citizens. 

Havas Health Network has launched Havas Life Bangkok, expanding its healthcare communications expertise in Thailand and solidifying its presence in the Asia-Pacific region.Leading the agency is Apichaya Hiranphoonyaphreeda, appointed as Business Director. Havas Life Bangkok will focus on helping healthcare brands build stronger connections with patients and healthcare professionals by delivering innovative and integrated communication solutions.The expansion reflects Havas Health Network's commitment to advancing its healthcare communications capabilities across the region. With clients like GSK and Sanofi already on board, Havas Life Bangkok is poised to contribute significantly to their marketing campaigns.Charles Houdoux, CEO of APAC and LATAM at Havas Health Network, stated: "The increasing demand for innovative healthcare solutions necessitates optimized content performance across the entire customer journey. Our ability to anticipate and fulfill our clients' evolving needs requires continuous adaptation and collaboration. Southeast Asia presents a vital growth market, and expanding into Thailand, a market brimming with potential, empowers us to deliver transformative solutions that future-proof our clients' businesses."Jini Mathai, Regional Business Head of SEA at Havas Health Network, added: "Our expansion into Thailand reaffirms our dedication to providing the 'One Havas Experience.' This new addition strengthens our regional network of fully-owned agencies, underpinned by a robust governance model. This translates to a seamless and cohesive experience for our clients across the region, leveraging both global insights and local expertise to deliver impactful, culturally relevant solutions."Aga Giedroyc, CEO of Havas Thailand, said: "The addition of Havas Life Bangkok enhances our service offerings, enabling us to effectively address the unique needs of healthcare clients in Thailand. This milestone unlocks new avenues for us to deliver value-driven strategies and make a meaningful impact on the Thai healthcare landscape."Giedroyc further emphasized Apichaya Hiranphoonyaphreeda's qualifications, stating, "Apichaya's extensive experience in advertising and communications, combined with her medical background and successful track record in leading campaigns for global healthcare giants, instills confidence in her ability to guide Havas Life Bangkok towards growth and success."

Prasidha Menon has taken on a new role as the Regional Head of Communications, Brand, and Product, Asia Pacific at Airbnb. This follows her tenure of over two and a half years as the Regional Head of Communications for Airbnb in India and Southeast Asia (SEA).Sharing her excitement with Adgully, Prasidha said, "I am thrilled to share that after spending more than two and a half years as the Regional Head of Communications for Airbnb in India and SEA, I am taking on a new role as Regional Head of Communications, Brand, and Product, Asia Pacific at Airbnb. It’s an absolute honour and privilege to step into this regional leadership position at a time when Asia Pacific is uniquely positioned to drive Airbnb's growth and expansion globally, and I am excited to play an integral role in this journey."Prior to joining Airbnb, Prasidha served as the Director & Head of Brand, Marketing, and Communications at Optum and as the Vice President and Global Head of Communications in her previous roles.

Truecaller, one of the leading global communications platform, has appointed Gaurav Loomba as India's Senior Director of Public Affairs. Gaurav joined Truecaller following a distinguished career as the AVP of Government and Public Affairs at Paytm, and he has also held positions at the National Payments Corporation of India and ICICI Bank. This appointment comes close on the heels of another seasoned industry veteran, Seema Jindal, joining from Bharti Airtel. Seema leads Truecaller’s Public Affairs mandate on the telecom business.With two decades of experience in financial services and digital payments, Gaurav was instrumental in fostering relationships with government and industry associations on policy and regulatory reforms in the sector, as well as managing CSR and ESG initiatives.At Truecaller, Gaurav will work closely with government agencies to lead the implementation of a public affairs strategy that secures necessary regulatory and policy support for Truecaller’s sustained growth and innovation in India.Speaking on his new role, Gaurav said: "I am pleased to announce my appointment as the Senior Director of Public Affairs at Truecaller. In this role, I will be tasked with enhancing the organisation's engagement with government ministries and agencies. My primary objective will be to develop and implement strategies that ensure comprehensive policy and regulatory support, thereby reinforcing Truecaller's commitment to the Indian market. “Truecaller stays committed to India by continuing to expand the Public Affairs mandate in its largest market with over 383 million users. Gaurav will report directly to Kari Krishnamurthy, Truecaller's Chief Commercial Officer.Welcoming Senior Director of Public Affairs, Kari Krishnamurthy, Chief Commercial Officer at Truecaller, said: "Gaurav Loomba's leadership in Public Affairs marks a pivotal step as we deepen our focus on India, our largest market. His regulatory expertise and ability to cultivate meaningful stakeholder engagement will strengthen our partnerships and advance our strategic goals in telecommunications."

On the occasion of International Day of Persons with Disabilities, Kaizzen hosted a remarkable art session led by two talented teenagers, Khushii Kohli and Yash Bangia, from the Arts and Souls Foundation. These young artists showcased not just their creative prowess but also the power of inclusion and empathy, proving that art transcends labels and challenges.The session, held at Kaizzen's office, went beyond teaching how to hold a brush—it was about breaking barriers and fostering connections. Khushii and Yash guided the Kaizzen team through an inspiring creative journey, transforming a blank canvas into a vibrant masterpiece with the help of palette knives, art combs, and paintbrushes. Now, that very artwork adorns the office walls, symbolizing creativity, collaboration, and shared humanity."This experience was a poignant reminder of our privileges and the importance of gratitude," said Vineet Handa, CEO of Kaizzen. "Witnessing our team connect with Khushii and Yash while creating something beautiful was truly magical. It was a day of colors, kindness, and lessons in humility."The event was graced by Radhika Shaporjee, adding to the celebratory atmosphere. The collaboration was organized in partnership with Arts and Souls Foundation, which uses art as a medium of expression for neurodivergent children. The young artists were accompanied by their mothers, whose unwavering support plays a pivotal role in nurturing their growth and spreading awareness about autism.Suvidha Ohri, Head of Marketing at Arts and Souls Foundation, shared her deeply personal journey: "When my son was diagnosed with autism, my initial reaction, shaped by the corporate mindset, was to 'cure' him. Over time, I realized he wasn't someone who needed fixing but rather understanding and support. Today, I am grateful for the perspective he has given me—he taught me to see life differently and to advocate for environments where children on the spectrum can thrive."This inspiring event underscores Kaizzen's commitment to celebrating abilities, diversity, and the human spirit. The artwork created during the session now stands as a vibrant reminder of what is possible when diverse talents come together, transcending labels to create something extraordinary.

Burson, the global communications leader built to create value for clients through reputation, has been named the strategic communications partner for Eastman Auto & Power Limited (EAPL). Burson will provide integrated communication services to enhance its brand presence and build long term corporate reputation.Burson will focus on strengthening Eastman Auto & Power Limited’s reputation through comprehensive communications strategies, tailored content and proactive media relations, ensuring the company’s growth story resonates with its customers, partners and potential investors. With a proven track record of driving brand success, Burson will work alongside EAPL to elevate the company’s positioning in the competitive energy and automotive sectors.The partnership is poised to drive awareness around EAPL's cutting-edge solutions, particularly in the areas of clean energy and e-mobility. Burson's expertise in creating highly effective communication strategies will help ensure that EAPL’s message of progress and sustainability reaches its target audience, reinforcing the company's commitment to environmental stewardship and technological advancement.Sudham Ravinutala, Chief Marketing Officer at Eastman Auto & Power Ltd., said, “We are excited to collaborate with Burson as our strategic communications partner. Their expertise in delivering impactful communications strategies, combined with their deep understanding of our industry, makes them the ideal partner to help us further strengthen our brand presence and market leadership in Solar Rooftop Solutions, Last Mile E-Mobility Solutions and Continued Energy Solutions.”Spotlighting the significance of this partnership, Deepshikha Dharmaraj, CEO of Burson Group India, said, “Eastman Auto & Power Ltd. is a renowned brand at the forefront of energy innovation. We look forward to leveraging our creative expertise to build their reputation and share EAPL’s story of progress, sustainability, and industry excellence. We are committed to delivering innovative solutions support their growth vision.” 

PR 24x7 marks a significant milestone by announcing Neha Gour as the company's Chief Executive Officer, effective December 3, 2024, as the company celebrates its 25th Foundation Day.Neha’s journey with PR24x7 commenced in 2013 as a PR Executive and she has played a pivotal role in bringing transformations within the organization. Her responsibilities have included company growth, new business development, team leadership, client and media relationship management, and strategic planning.Reflecting on this milestone, Founder Atul Malikram said: “Neha has been an integral part of PR 24x7, and her growth within the organization is a testament to her dedication and passion. Her leadership will unlock new opportunities and propel the company to greater heights. We are proud to see her take on this role and are confident in her ability to lead.” On her achievement, Neha Gour shared: “It is an honor and a privilege to take on this responsibility. I am committed to continuing our journey of growth and ensuring client satisfaction remains our top priority. I have always believed that success can be achieved at any point in one’s journey. The key is unwavering dedication to your work. This commitment simplifies even the most daunting challenges. Neha brings a comprehensive understanding of media management, corporate and brand reputation, and crisis communications. She has demonstrated a strong proficiency in developing impactful communication strategies, with a particular focus on regional markets. Her approach is multifaceted, driving new business development, integrating influencer marketing, and delivering 360-degree PR solutions. She has a Master’s in Applied Mathematics from IET DAVV, Indore.As Neha takes the reins, Founder Atul Malikram plans to focus on spearheading their CSR initiatives and a new project, 2030KaBharat, aimed at Aimed at contributing to the fulfillment of 3 (Zero Poverty, Zero Hunger, Quality Education) Sustainable Development Goals by the UN. With this venture, he aims to bring measurable societal change and explore innovative avenues towards creating a lasting impact. Neha’s leadership ushers in a new era for PR 24x7, with a renewed focus on growth and innovation, while its founder embarks on a mission of purpose-driven initiatives.

Matrix Public Relations, a Dubai-based boutique agency, has once again solidified its position as a trailblazer in the GCC communications landscape by winning multiple accolades at the 2024 Middle East Public Relations Association (MEPRA) Awards.The agency walked away with one of the most sought-after awards - the prestigious Small Agency of the Year title, highlighting its expertise in crafting impactful strategies that help businesses and brands in the region build meaningful connections with their audiences.The agency team also scooped another three prestigious campaign-specific honors, further underscoring its creative capabilities and strategic expertise in impactful strategies that help businesses and brands in the region build meaningful connections with corporate, brand, and crisis communications.The MEPRA awards is a coveted platform that shines the spotlight on brilliant campaigning, the region’s best agencies, teams, and communication professionals. The annual event also honors strategic vision, exceptional client servicing, and the region’s best communication campaigns and PR practitioners. The 16th edition of the illustrious awards received over a staggering 770 entries competing for 53 categories and were judged by a distinguished panel of 130 industry leaders and veterans.Trophy HaulThis year’s awards celebrated the region’s best in public relations, and Matrix PR stood to be counted as a top contender. Among its highly celebrated campaigns was a crisis communications strategy for a leading tech brand that effectively safeguarded the tech leader's reputation during one of its most turbulent periods, helping the company achieve remarkable growth and success. The campaign clinched Gold in the Best Crisis Communications/Issues Management Strategy category.Matrix PR also demonstrated its versatility and storytelling finesse with "One Zurich Blue Sofa. Countless Dreams," a campaign for Zurich Middle East that earned a Silver in the Financial Services Campaign category. Meanwhile, its Century Financial PR Revolution campaign, which highlighted the critical role of financial literacy in empowering communities and driving societal progress, earned a Bronze for Best Corporate Reputation Campaign.Speaking at the sidelines of the black-tie gala held at Atlantis, The Palm, Dubai, last evening, Hilmarie Hutchison, CEO of Matrix PR, expressed her delight at the recognition, saying, “These momentous recognitions reflect the passion, creativity, and unmatched commitment our team brings to every client project. We’re proud to support regional businesses and brands with impactful communication strategies that deliver real results. Our mission has always been to create communication strategies that inspire, connect, and drive change.”Creating meaningful collaborationsMatrix PR’s achievements reinforce its reputation as a trusted and credible communications partner for businesses seeking to navigate the GCC’s dynamic markets. By blending creativity with robust strategies, the agency continues to empower brands to build lasting connections with their audiences while driving measurable success.“As the region’s business landscape continues to evolve, the importance of effective communication cannot be overstated. Our well-deserved success at the MEPRA Awards is a testament to the Matrix PR team’s ability to adapt to the shifting needs of our clients, helping them thrive and scale up amidst emerging challenges and opportunities,” noted Hutchison.From delivering crisis communication strategies that restore trust to crafting narratives that resonate with communities, Matrix PR’s award-winning campaigns showcased the transformative power of emotional public relations. With these latest accolades, Matrix PR cements its position as a beacon of excellence in the GCC’s public relations landscape, offering a blueprint for success to businesses seeking to make an indelible mark in the region.

The newly released Global CommTech Report 2024 reveals a stark reality for the public relations (PR) industry: while there is widespread recognition that artificial intelligence (AI) represents the greatest challenge facing the sector today, many organisations are not adequately prepared to meet this challenge.This year's report, published by Purposeful Relations, indicates that while almost half of communication professionals acknowledge AI skills as essential, there remains a concerning gap in understanding its full potential beyond basic applications. The report suggests that many practitioners primarily focus on straightforward tasks, such as content creation and data analysis. However, there is a lack of appreciation for the more advanced capabilities of AI, particularly in areas such as insight generation, strategic planning, and ethical governance.The survey highlights that 60% of respondents currently operate without a formal AI policy, and only 43% have received any AI training. This deficit in both policy and education risks leaving the industry behind, similar to previous technological shifts like search engine optimization and social media.“Don’t Let AI Be Misunderstood” is a key theme of the report, which states that misconceptions about AI's capabilities hinder the industry's ability to leverage its strengths effectively. “AI isn’t a replacement for human endeavor, but a superpower that can enhance the capabilities of communication professionals,” the report asserts, illustrating this point with AI-generated superhero imagery.Key Findings from the Report:• Investment in AI: AI is seen as both a top investment priority and the primary area for training, yet many PR professionals are hesitant to adopt it fully.• Misunderstanding of AI's Impact: Over 60% of respondents expect AI to primarily benefit consumer marketing communications, underestimating its potential contributions to crisis management and public affairs.• AI Policies and Training: There is an urgent need for organizations to establish governance frameworks on AI usage to build a responsible and ethical approach, particularly as 54% of practitioners express concerns about legal and copyright issues.A Call to ActionThe report features a rallying cry for PR professionals to “Catch Up, Keep Up, Get Ahead” in the rapidly evolving landscape. It emphasizes that the industry must embrace AI not only as a strategic tool for enhancing operations but also as a leadership opportunity to guide ethical AI use.Anne Gregory, a noted expert in corporate communication, highlights the necessity for PR teams to integrate technology and understand its broader implications on society. “Public relations professionals must not shy away from the complex questions associated with AI adoption—what biases exist in these systems? What are the implications for privacy?” she remarked in her commentary featured in the report. The report’s authors, Stuart Bruce and Tim Bailey, stress that doing nothing is not an option. “We need to embrace AI, but within a framework that prioritizes ethics and the value derived from responsible AI implementations.”As the Global CommTech Report 2024 illustrates, the PR industry stands at a crossroads with AI technology. With urgent action and strategic leadership, practitioners can harness AI's capabilities to enhance their work while safeguarding ethical considerations that are paramount in maintaining public trust.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Paromita Ghosh, Founder Director, Candid Communication, speaks at length about her journey of starting Candid Communication, how the agency incorporates regional culture into its PR strategies, how talent is nurtured within the firm, and the qualities essential for the next generation of PR professionals. She also discusses how this year has been for Candid Communication in terms of growth, campaigns, and milestones, along with the emerging trends she foresees shaping the PR industry in the coming years.With over 21 years as the Founder Director of Candid Communication, how has your journey shaped the PR landscape in Kolkata and beyond?When I started Candid Communication 20 years ago, PR in Kolkata was still evolving. I wanted to create an agency that not only represented local brands, but also helped them grow on a national and global stage. Over the years, we’ve worked with diverse industries, from entertainment to healthcare, creating a strong foundation for PR in the region. Our work has shown that Kolkata-based agencies can compete with the best in the country.What were the unique challenges and opportunities that you encountered while building a PR firm based in Kolkata, and how has the city’s cultural richness influenced your approach?Kolkata has a vibrant cultural identity which has been both a challenge and an opportunity. Convincing brands to embrace PR as a key business strategy took time. On the other hand, the city’s artistic and intellectual richness allowed us to craft unique, culture-driven campaigns. Our campaigns often reflect Kolkata’s spirit, which makes them authentic and relatable.How did your experience as a Senior Associate at Genesis PR contribute to your understanding of the industry and influence your vision for Candid Communication?Genesis PR gave me valuable exposure to working with large brands and understanding the importance of strategy in PR. It also taught me the value of building relationships with the media and clients. These learnings became the foundation of Candid Communication’s philosophy – a mix of strong strategy and personal connections.How does Candid Communication incorporate regional culture into its PR strategies to create more authentic and impactful campaigns?We believe in tailoring campaigns to resonate with local audiences. For example, during Durga Puja, we design campaigns that connect emotionally with people, leveraging the festival’s cultural significance. By integrating elements like local art, festivals, and traditions, we ensure our campaigns feel authentic and have a lasting impact.Over the years, how have you nurtured talent within your firm, and what qualities do you believe are essential for the next generation of PR professionals?Nurturing talent has been one of my top priorities. I have done that by giving my team complete hand-holding while also allowing them to take ownership of their work and function independently. I don’t believe in mollycoddling or spoon-feeding.I believe in empowering a candidate, an employee, or a colleague so they can take on challenges head-on. At the same time, I stand by them when they make mistakes because those are opportunities to learn and grow. When someone is learning, mistakes are inevitable. As a boss, I believe it’s critical to give them the space to work through those mistakes, rather than penalizing them, which can hinder their progress. This approach builds confidence and resilience, which are essential qualities for the next generation of PR professionals.How has this year been for Candid Communication in terms of growth, campaigns, and milestones? What trends dominated your work in 2024?This has been a very good year for physical events. Post-lockdown, the number of in-person events had declined as online events and digital activations took the lead. However, this year saw a revival of physical events, especially after Durga Puja.That said, the Abhaya incident earlier in the year was a difficult period for all of us. We lost three months of business because it impacted the morale of the city. Neither I nor my clients felt comfortable hosting events during that time. But after Durga Puja, things picked up again, and it’s been business as usual.In terms of trends, physical events are back in full swing. Kolkata is hosting some of the biggest concerts, film promotions, and shows in recent times, and it’s exciting to see the city buzzing with activity again. It’s been a vibrant and dynamic season to look forward to.What emerging trends do you foresee shaping the PR industry in the coming years, and how is Candid Communication preparing to align with them?The future of PR will be driven by AI, data analytics, and hyper-personalized campaigns. Social media will continue to play a pivotal role, especially with the rise of short-form video content and platform-specific strategies. Storytelling will remain central, but the platforms we use and how we engage with audiences will evolve. At Candid Communication, we are investing in digital training, exploring new social media trends, and focusing on creating meaningful brand narratives to stay ahead of the curve.

In contemporary society, credibility is everything. Whether it's a person, a brand, or a company, trustworthiness is the foundation of any successful connection. In a world where rumours are easily accepted as facts, lack of trust can result in the breakdown of personal relationships for individuals and in a damaged reputation, lower sales, or even legal repercussions for enterprises. However, how can we rebuild confidence when it has been damaged? When false information spreads more quickly than the truth, how can we rebuild ourselves? In such a setting credibility becomes an essential commodity. It makes everything you do significantly easier. Credibility motivates your team. It instils confidence in those above you, and it eventually becomes an essential component of your leadership brand. Without it, each path of your journey feels difficult.  And that is why Public Relations (PR) is important. In the past, organisations have used PR to market their products, to handle their communication, and to write a good story. Still, PR has to deal with something much more important and profound: remaking trust. With social media becoming saturated with disinformation, deepfakes on the rise, and the emergence of fake news aimed at discrediting any valid reporting, the importance of PR experts serving as the guardians of the truth has never been felt. In the digital age, it is not only necessary to maintain a positive image through public relations, but also to work hard to ensure that the image is a real reflection of the organisation. The primary idea is simple: if there is no credibility, no amount of marketing or publicity will save the brand, a person, or an organisation from the consequences of the audience's betrayal. In fact, no service that a corporation can offer is more valuable than trust. So, how do public relations professionals deal with the issues of disinformation in the modern day and rebuilding brand reputation, given that the concept of "truth" is mutable? Understanding the Misinformation Crises:The rise of social media has converted the way the audience consumes news. However, this convenience has also led to the introduction of more entertaining and engaging misinformation wilder than before. Dull facts are often lost among exaggerative lines, lies and manipulation, which ruin the predisposed ideas and fears. Misinformation, whether fake news or biassed reports, can quickly erode public trust and pose a severe challenge to authenticity. The Role of PR Professionals in Rebuilding TrustIn the expanding stage where the role of the PR practitioner transcends the narrow confines of relations with the media and becomes more tactical in essence. In the era of disinformation, rebuilding trust cannot be achieved with just delivery, so PR practitioners have to become more—agents of truth, champions for openness, and crisis resolution experts.  This is how the process is made possible and the different ways that PR helps in achieving this: Ensuring Transparency: The most effective means of addressing misinformation is to remove its causes in advance. In this way, PR specialists who regularly communicate with their audiences and provide them with truthful information are able to foster their confidence before a crisis occurs despite persistent campaigns of negative information. Transparency is more than just revealing facts and happenings; it is also about attempting to do it in a proper and ethical manner.. Therefore, an organisation that takes the initiative in communication will avoid much of the loss of trust.  Crisis Management: If misinformation has already taken root, pure public relations professionals should react immediately to minimise the still active period of damage. Effective crisis communication is all about acknowledging the problem, taking responsibility where appropriate, and providing clear, verifiable information. PR teams frequently collaborate with legal and compliance departments to ensure that comments are not just accurate but also legally sound. The sooner competent and honest public relations strategies are implemented, the lesser the possibilities of the crisis spiralling out of control.Taking into account the example of Johnson & Johnson faced a dilemma in the early 2000s after talcum powder was linked to cancer. Their public relations team responded immediately, identifying the problem, giving clear, verifiable safety data, and working with legal teams to ensure accurate, legally sound messaging. This prompt, clear communication served to restrict the spread of disinformation and mitigate the crisis's impact on the brand. A Faithful Leadership Strategy in Crisis Situations: One of the most effective ways to restore trust is to rehabilitate a person or a brand and make them a respected figure in their profession. PR strategies that focus on elevating the profile of individuals to that of thought leaders within the relevant field, through means such as published articles, speaking engagements and expert commentary, help position the person or institution as an authoritative information source. By constantly providing quality information and proof of knowledge, PR is able to over time repair the image and enhance the trustworthiness. In 2018, Howard Schultz led Starbucks through a racial bias issue by accepting responsibility, engaging in thought leadership, and advocating for social justice. He publicly addressed the problem, authored articles, and spoke at forums, presenting himself as a smart, open leader. His proactive efforts, such as employee training, helped to rebuild trust in both him and Starbucks over time.Fact-Checking and EducationIn an era where rumours, half-truths, and outright lies spread at alarming rates, public relations professionals must take on the job of being attentive fact-checking. This includes not only responding to disinformation, but also educating your audience on how to tell the difference between reality and fiction. Offering data-driven insights, expert viewpoints, and clear explanations can help your audience better understand the facts about a problem.PR firms may assist brands in developing instructional content that enables consumers to make educated decisions. This could include writing white papers, conducting webinars, or submitting thought-leadership pieces to reputable news venues. It's more than just correcting the record; it's about creating an environment of understanding and trust.Engaging in Two-Way DialogueEveryone has a story to tell but it doesn’t mean that listeners should not be appreciated; such is the case with trust. With the advent of social media and other digital platforms, it has become much easier to reach out to your audience. PR undertakings that create such conditions — when customers’ worries, suggestions, or inquiries are not ignored, but rather appreciated and acted upon — build trust far better than ones aimed at getting across the only point.Making sure that comments are answered promptly, taking part in especially interesting debates or even facing the haters sometimes can help in regard to branding and create an impression that definitely encourages openness. When brands purport to answer all the questions raised by consumers, they are most trustworthy because people believe that the brand understands them.The Future of Trust in PRThe role of public relations (PR) for preserving and winning back trust is set to increase in the coming years. As the prevalence of fake and misleading information continues to grow, people working in public relations will have to become armed warriors whose only weapon is the unfaltering truth. They utilise every platform and means granted to them to advocate for honesty, integrity, and transparency.Trust is easy to achieve, although quite often, difficult to translate into action. Actions seeking to build trust with the audience should be authentic, be about communication, and be about doing what you say and saying what you do. Even though this is an era of misinformation, trust can be created when the audience embraces the values that one professes and the trustworthiness of communication.

The Middle East Public Relations Association (MEPRA) hosted its prestigious 16th annual awards, bringing together over 550 industry professionals at a glittering ceremony to celebrate the standout achievements in public relations and communications. This year’s awards featured 62 top agencies and professionals vying for titles across 53 categories, showcasing the best in creativity, strategy, and impact.With 770 entries evaluated by a distinguished panel of 130 industry veterans, the event highlighted campaigns and professionals that have redefined excellence in PR. Memac Ogilvy led the evening, securing 27 awards, followed by Gambit Communications with 22 and Weber Shandwick with 16.Key Highlights:• Chairman’s Award: Jamal Al Mawed, Founder & Managing Director of Gambit Communications.• In-House Team of the Year: Department of Culture and Tourism, Abu Dhabi.• Large Agency of the Year: Memac Ogilvy.• Medium Agency of the Year: Gambit Communications.• Small Agency of the Year: Matrix Public Relations.• Homegrown Agency of the Year: Gambit Communications (for the third time).Campaign Excellence:• Best Business-to-Business Campaign: Dubai Holding’s Gift It Forward Ramadan Campaign 2024.• Best Fashion and Technology Campaigns: TASAWAR-Taking the Runway by Snap Inc and Weber Shandwick MENAT.• Best Government Communications: Burson for I Care.• Best Crisis Communication: Matrix Public Relations.• Best Retail Campaign: Gambit Communications and City Centre Mirdif.Individual Accolades:• Best Communicator of the Year: Iman Isa, Burson.• Young Communicator of the Year: Rebecca Rego, Edelman.• Outstanding Student Campaign: Astha Kurup, Arvy Moga, and Jared Rallos from Murdoch University Dubai.Industry Insight:Kate Midttun, Chairperson of MEPRA, commended the winners, stating:"The Middle East’s PR industry continues to set global benchmarks, demonstrating resilience and creativity in navigating tighter budgets and deadlines. From embracing AI and technology to crafting compelling narratives, our trailblazers prove that innovation and adaptability remain at the heart of our success."PartnershipsWeber Shandwick collaborated as Diamond Partner for the third year, joined by Platinum Partners MSL Group Middle East, Action Global Communications, and Memac Ogilvy. Supporting partners included CARMA, Edelman, Mubadala, TECOM Group Dubai, and others.

Carlsberg Group Middle East has appointed M&C Saatchi Middle East as its lead creative agency, signing a three-year contract for strategic and creative services across the Carlsberg portfolio in the region. M&C Saatchi will lead strategic consultancy, PR, and creative direction for Carlsberg’s brands in the GCC, with a primary focus on Saudi Arabia and the UAE.   The partnership will cover four key brands within the Carlsberg Middle East portfolio: Holsten, Moussy, Carlsberg, and an exciting new brand set to launch in 2025. Through this collaboration, Carlsberg Group Middle East aims to strengthen brand presence and market engagement across the region’s dynamic consumer landscape.   Scott Feasey, CEO of M&C Saatchi Middle East, said: “We are really looking forward to working with the Carlsberg Group, especially the Moussy brand. The Group has such great brands and brand equity in the region and in particular Saudi Arabia. We love working with great brands in the FMCG and CSDs space and I know it will be immensely fun to work with Dorothea and the team at Carlsberg too.”  Dario Albuquerque, Executive Creative Director M&C Saatchi Middle East, said: "It's exciting to take the brand's values and spirit and translate them into something that truly resonates with people here. We're focused on creating ideas that are not only memorable but meaningful, bringing the brand's vision to life in compelling ways across the region." Dorothea Drews, Marketing Manager of Carlsberg Middle East, said: “M&C Saatchi Middle East brings the strategic insight and creative excellence we were looking for in a partner. We’re confident that this collaboration will help us build a stronger presence across the region, connecting with our audience in Saudi Arabia, the UAE, and beyond.”   This partnership represents a significant step for Carlsberg Group Middle East as they look to further develop their market footprint and customer engagement through out of the box campaigns and strategic brand positioning across the GCC.

The Media Nanny, the globally renowned creative communications & PR agency, and Circulate, an award-winning digital agency, has announced their expansion into the Middle East with the opening of a new office in Riyadh, Saudi Arabia, in 2025. The partnership marks a pivotal milestone in the agency landscape for the region as the two companies combine significant talent and experience to provide a compelling alternative to larger incumbent agency offerings.Headquartered in Amsterdam, The Media Nanny represents a diverse roster of high-profile clients worldwide, including Mochakk, Gianluca Vacchi, Lilly Palmer, GORDO, Porsche, Audemars Piguet, The Pacha Group and FIVE Hotels and Resorts, and is now setting its sights on deepening its presence in the rapidly growing MENA region. Circulate is the agency of choice for a renowned roster of music and culture heavyweights including Circoloco, Mochakk, Oliver Heldens, Jägermeister, White Claw and MAC Global. Both agencies have delivered large scale campaigns in both Saudi Arabia and the UAE in recent years.Within the region, Circulate and The Media Nanny have previously worked together across MDLBEAST Soundstorm Festival, Balad Beast, XP Music Futures and MDLBEAST Records. A strategic partnership is an organic evolution of their work together, allowing the agencies to offer a genuine 360 approach to their clients in the region. Circulate Co-Founder David De Valera emphasised this point “We’ve seen firsthand the incredible growth of creative industries in the MENA region. These industries need independent, flexible agency partners who truly understand the region, the new-built ecosystems and its culture, as well as the global marketing landscape.”Both The Media Nanny and Circulate have played pivotal roles in the launch and growth of MDLBEAST, a pioneering Saudi Arabian entertainment company known for its groundbreaking events such as Soundstorm Festival, the XP Music Futures conference, and its record label, MDLBEAST Records. The Media Nanny has also provided PR support for popular nightlife venues like Beast House and Attaché as well as Formula 1 Saudi Arabian Grand Prix, Alicia Keys’ Women to Women initiative and the FEI World Cup Final Riyadh, contributing to the dynamic sports and entertainment landscape in the region.José Woldring-Walker, founder and CEO of The Media Nanny, expressed excitement about the expansion: "From the first time I set foot on the ground, I’ve felt extremely welcome and inspired by the Kingdom. We have built a strong track record thanks to the trust from our clients and the successful global campaigns we’ve run with them over the last four years. It’s a priority for us to continue demonstrating our knowledge and expertise by supporting clients who are leading innovation across Saudi Arabia and the MENA region. I believe there is no better city than Riyadh to establish ourselves to service new and existing clients.”Circulate Co-Founder Marcus O’Sullivan emphasised the unique nature of the partnership “Our collaboration with The Media Nanny enables us to use our global music networks and experience to the benefit of our partners. Combined with that, our intention is to attract the very best regional talent to work alongside our existing teams, this will be an unparalleled creative launchpad in the Middle East.”With the Riyadh office, The Media Nanny and Circulate are set to continue their track record of excellence in strategic marketing, PR, creative, and communications, helping clients navigate the evolving cultural and entertainment sectors across Saudi Arabia and the wider MENA region. Their combined efforts will provide on-the-ground support to existing and new clients within the region, further strengthening the agencies’ reputations as a go-to in Saudi Arabia and beyond.

Akanksha Jain has joined Swiggy as Assistant Vice President - Public Relations and Communications, as announced by Swiggy on LinkedIn.Jain brings nearly 20 years of extensive experience across leading organizations. Before joining Swiggy, she served as Head of Public Relations and Corporate Communications at BharatPe for approximately four years. During her tenure, she played a pivotal role in establishing BharatPe's brand identity and reputation. Her efforts included enhancing brand awareness, guiding BharatPe to become the first fintech to invest in a Small Finance Bank, and positioning the organization and its leaders as prominent voices within the industry.Jain also held key positions at Pine Labs, where she served as the Global Head of PR and Communications and Head of Content Marketing, spearheading international brand development efforts. At MobiKwik, she worked as Director and Head of PR and Communications, significantly contributing to the company’s public engagement and brand image.Her tenure at VLCC saw her taking on dual responsibilities as Head of PR and Communications and Head of CSR, focusing on media relations and corporate social responsibility initiatives. Additionally, her earlier roles at HCL Technologies, John Keells Holdings, and AskmeBazaar highlight her versatility and expertise across multiple sectors.

Ann-Marie O’Sullivan, Global President of IPREX and Founder and Chief Executive of AM O’Sullivan PR, has announced the onboarding of African Media Agency (AMA) as the latest partner in IPREX’s global network. With more than 1,100 staff across 110 offices worldwide, IPREX is a network of independent communications agencies with more than 1,100 communications professionals in more than 100 markets globally. AMA, a leading pan-African PR and communications agency, operates from offices in Côte d'Ivoire, Uganda, and South Africa, with a presence in 28 African countries. Over the past decade, AMA has offered a comprehensive range of services, including media relations, crisis communication, digital marketing, content creation, and event management. The agency is celebrated for its innovative approach, leveraging cutting-edge technologies to craft impactful campaigns. Among its accolades is a Sabre Awards Certificate of Excellence in Media Relations for the African Development Bank’s COVID-19 response.The agency was founded by Eloïne Barry, who also serves as CEO. Barry has been recognized internationally for her contributions, including being named one of the Most Influential People of African Descent (MiPAD 2018), receiving the Grand Prix Excellence at the ASCOM Awards in Abidjan (2019), and being listed among the 100 most influential women by New African Magazine in 2022. In addition to leading AMA, Barry established AMA Academy, an initiative dedicated to training and equipping African journalists and media professionals.AMA’s diverse client roster includes high-profile organizations such as Target Malaria, Science for Africa, the Bill & Melinda Gates Foundation, Nestlé, the Mastercard Foundation, LG, the U.S. State Department, and the UN Foundation.“We are delighted to welcome a second IPREX partner on the African continent,” said Ann-Marie O’Sullivan. “Our network is now represented in both South and West Africa by two distinguished agencies in their fields.”Eloïne Barry expressed enthusiasm about joining the network: “I am excited to help represent Africa on the global PR and communication stage. Joining IPREX is a great opportunity to collaborate with and learn from a diverse network of talented professionals. I look forward to sharing ideas, driving impactful storytelling, and contributing to global conversations.”

Bizzcom Solutions, a leading PR agency, has announced the completion of five successful years of delivering innovative and impactful communication strategies. Established in 2019 by Praveen Tiwari, the agency has rapidly emerged as a trusted partner for brands across industries, achieving a remarkable milestone of serving over 350 clients in sectors including education, hospitality, IT, healthcare, wealth management, fashion, wellness, and many more.Reflecting on the agency's remarkable journey, Praveen Tiwari said: "When we started Bizzcom Solutions five years ago, our goal was to redefine public relations with creativity, trust, and client-focused strategies. Today, we celebrate not just our accomplishments but the trust of more than 350 clients and the dedication of our passionate team that made this possible," said Tiwari.Since its inception, Bizzcom Solutions has been at the forefront of creating impactful campaigns tailored to meet the unique needs of its diverse clientele. Its extensive portfolio encompasses strategic communications, media relations, content marketing, event management, and digital PR, making it a one-stop solution for businesses aiming to amplify their presence and connect with their audiences meaningfully.The agency’s ability to deliver results across industries has cemented its reputation as a leader in the PR and communications domain. From promoting cutting-edge innovations in IT to curating campaigns in fashion and wellness, Bizzcom Solutions continues to demonstrate its versatility and expertise.Looking ahead, Praveen Tiwari emphasized the agency’s focus on innovation and client success. "Reaching this milestone is a testament to our unwavering commitment to excellence. As we move forward, we are dedicated to exploring new opportunities, embracing emerging trends, and continuing to exceed client expectations in the ever-evolving communication landscape," he added.The celebration of this milestone was marked by a gathering of the Bizzcom Solutions team, clients, and partners, symbolizing the strong relationships that have driven the agency's growth over the years.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Sandeepa Santiago, Innovation Architect & Brand Strategist, CommsCredible, discusses in detail the role that PR plays in establishing a startup’s credibility. She also shares insights into how AI is reshaping the approach communication professionals take towards PR and brand building, as well as the key trends she foresees emerging in PR and communications, and more.In a competitive market like India, what role does PR play in establishing a startup’s credibility?Investing in PR early on can help a company build strong relationships with key stakeholders, which, in turn, helps establish a powerful brand position in the market. PR elevates brand visibility in the lifecycle of any startup; building trust and fostering a positive reputation among key stakeholders.Storytelling is vital in this context as it helps the company craft compelling narratives that set it apart from its competitors in a dynamic market such as India.How do you see AI reshaping the way communication professionals approach PR and brand building, and what ethical considerations should be kept in mind when leveraging AI tools in this field?To say that AI has reshaped the way we engage with our stakeholders, craft stories and study data is not enough. In today’s fast evolving and dynamic digital landscape, embracing AI is a necessity for companies aiming to stay competitive and relevant.AI-powered tools help PR professionals gain deeper insights into consumer behaviour, predict trends and tailor brand narratives that align with stakeholders’ interest and preference. Content automation has made it easier to generate ideas, as well as create and refine content more quickly and accurately.Automating PR processes has further improved team efficiency while bringing a greater level of sophistication to PR efforts. This empowers professionals to concentrate on more strategic, high impact activities.Having said that, AI should be treated as a powerful tool, not a replacement for human skills and emotional intelligence. Companies will thrive when AI capabilities are combined with the creativity and expertise of PR professionals.What key trends do you foresee emerging in the PR & Communications landscape in India over the next year, particularly for startups?Startups will increasingly adopt a digital-first approach, leverage data-centric campaigns and collaborate with influencers and micro-influencers to engage with stakeholders. Companies may also prioritize purpose-driven communication, focusing on sustainability, inclusivity, and social impact messaging to connect with consumers. Additionally, video content, particularly short form videos will play a key role in PR strategies.Could you share an example of a brand or campaign that successfully reinvented itself to stay relevant in a competitive market?It has to be Vi’s ‘Be Someone’s We’ campaign. By showcasing real-life stories of community support, Vi positioned itself as a brand that prioritises human connection and social inclusion, generating significant engagement on social media. The company went beyond conventional strategies, setting itself apart in a saturated market and transforming a simple telecom messaging into a powerful call for social good.

In the ever-evolving world of public relations, client servicing has moved beyond a transactional approach to become a dynamic and immersive partnership. PR veteran Hemchandra Shetty, with years of experience in the industry, discusses how PR professionals today are not only managing relationships but acting as true brand custodians. In this exclusive interview, Shetty shares his unique perspective on the evolving role of PR, offering insights into effective client servicing, brand management, and the future of the industry. He also explains why client servicing can be likened to "nursing a pet dog" and how this analogy perfectly encapsulates the dedication needed for successful PR practices.In today's context, how can you define client servicing in PR and its role in brand custodianship ?In the contemporary landscape of public relations, client servicing is much more than a transactional relationship; it is an immersive and deeply engaging partnership. To define client servicing in PR today, one must understand that it involves a thorough and nuanced approach to managing client relationships and brand custodianship.Effective client servicing requires PR professionals to delve deeply into understanding their clients and their brands. This means becoming intimately acquainted with the brand’s identity, market positioning, and the diverse audiences it serves. Brands often cater to a wide range of demographics, each with its own distinct tastes, preferences, and cultural nuances. To truly service a client effectively, one must not only grasp these variations but also anticipate and address the evolving needs of these audiences.Absorbing all the elements that shapes and fills the brand to the effective taste of the consumer, in order to build an emotional, connect between the brand and the consumer, the client or the brand servicing professional has to nourish the brand similar to an emotionally evolved nurse, and the way he/she nurses their beloved pet. Hence, the analogy of "servicing clients/brands is like nursing your pet dog" captures the essence of this commitment. Just as a pet owner must attentively understand and respond to their pet’s needs—whether it's for food, comfort, or attention—a PR professional must immerse themselves in the brand’s core values and the intricacies of its target audience. This involves being proactive, empathetic, and responsive, much like how a pet owner would quickly adapt to ensure their pet's happiness and well-being.In essence, client servicing in PR today is about being an active and empathetic partner. It involves understanding the brand’s essence, predicting and meeting its needs, and continually nurturing the relationship to foster long-term success. This depth of involvement and the ability to adapt to the brand’s evolving needs is what defines effective client servicing and brand custodianship in the current PR environment. Hemchandra, you’ve been a prominent figure in PR for years and just stated an analogy. Can you explain what you mean by comparing servicing clients and brands to nursing a pet dog?Certainly! The analogy of nursing a pet dog aptly captures the essence of client servicing. Just as a pet requires regular care, attention, and understanding, clients and brands demand a similar level of dedication. In the realm of public relations, it is essential to be deeply attuned to a client’s needs, anticipate their concerns, and craft tailored solutions. The relationship between a PR professional and a client mirrors the bond between a pet and its owner, built on trust, empathy, and consistent engagement. By fostering this kind of relationship, we ensure that we not only meet but exceed client expectations, thereby creating enduring partnerships.How has the role of a PR professional evolved over the years, especially in terms of brand custodianship and client servicing?The role of a PR professional has undergone a significant transformation. Historically, PR was primarily about managing media relations and handling crises. Today, it encompasses a broader range of responsibilities, including brand custodianship, strategic planning, and comprehensive content creation. We are expected to act as strategic partners rather than mere service providers. This shift requires us to grasp the brand’s core values, market positioning, and long-term objectives to devise campaigns that resonate with their audience and fortify their brand identity. Effective client servicing now involves proactive engagement and anticipation of needs rather than just reacting to them.What are some key strategies for maintaining a strong and positive relationship with clients? Maintaining a strong client relationship requires a nuanced approach. It begins with active listening, where understanding clients’ needs and concerns through regular communication is crucial. Transparency is another cornerstone; being open about our capabilities, challenges, and the outcomes we expect fosters trust. Consistency in delivering high-quality work and personalizing our services to fit each client’s unique requirements further strengthens these relationships. Additionally, proactive engagement—anticipating client needs and addressing potential issues before they escalate—plays a vital role in sustaining positive relationships.In today’s fast-paced media environment, how important is it for PR professionals to stay updated with the latest trends and technologies?Staying abreast of the latest trends and technologies is paramount in today’s rapidly evolving media landscape. With new platforms and tools emerging continuously, PR professionals must leverage media monitoring software, data analytics, and digital marketing strategies to remain competitive. Being informed about industry trends not only helps in crafting relevant and impactful campaigns but also ensures that we can adapt swiftly to changes. This adaptability allows us to provide clients with innovative solutions and keep their brand at the cutting edge of their industry.What role does strategic planning play in the success of a PR campaign?Strategic planning is fundamental to the success of any PR campaign. It involves setting clear, actionable objectives, identifying target audiences, and creating a detailed roadmap to achieve the desired outcomes. A well-developed strategy ensures that all efforts are aligned with the client’s brand goals and values, enabling us to measure success through key performance indicators (KPIs) and make data-driven adjustments. This approach ensures that every action is purposeful and contributes effectively to the overall brand narrative, enhancing the campaign’s impact and efficiency.How can PR professionals effectively manage media relations to enhance their client’s brand image?Effective media relations are central to enhancing a client’s brand image. Building strong, mutually beneficial relationships with journalists and media outlets is key. This involves understanding each media outlet’s preferences and crafting compelling, newsworthy stories that cater to their interests. Timely communication is also crucial; responding promptly to media inquiries and maintaining a reliable presence helps establish trust. By being honest and transparent, PR professionals can build long-term, positive relationships with the media, which is essential for securing favorable coverage and shaping public perception.What are some common mistakes PR professionals should avoid when servicing clients?In client servicing, certain pitfalls should be avoided to maintain effective relationships. A lack of communication is a significant issue; failing to keep clients informed about progress and challenges can erode trust. Overpromising is another common mistake; setting unrealistic expectations often leads to disappointment. Neglecting client feedback or not acting on it can result in missed opportunities for improvement. Additionally, inadequate research into a client’s industry or audience can undermine campaign effectiveness. A one-size-fits-all approach, rather than tailoring strategies to individual client needs, can also diminish the impact of PR efforts.How do you measure the effectiveness of a PR campaign, and what metrics should clients focus on?Measuring the effectiveness of a PR campaign involves evaluating both qualitative and quantitative metrics. Key metrics include media coverage, which assesses the volume and quality of media placements and mentions. Audience reach is another critical measure, determining how extensively the campaign has engaged the target audience. Engagement metrics, such as likes, shares, comments, and clicks, provide insight into the campaign’s impact on public interaction. Brand sentiment analysis helps gauge changes in public perception, while return on investment (ROI) measures the campaign’s contribution to brand visibility, lead generation, or sales growth.What advice would you give to aspiring PR professionals who want to make a significant impact in the industry?For aspiring PR professionals, continuous learning and adaptability are essential. The PR industry is dynamic, so staying informed about trends and technological advancements is crucial. Building strong communication and relationship skills is also vital, as these are central to effective client servicing. Gaining diverse experiences and tackling various challenges helps develop a well-rounded skill set. Most importantly, approaching each client relationship with empathy and a genuine desire to add value will set you apart and enable you to make a significant impact in the industry.

Zeno Group has named David Lian Regional President, Asia Pacific. A 10-year veteran of the agency, Lian will succeed Paul Mottram, who is stepping down from the role to pursue personal interests. Lian was most recently Managing Director for Growth and Innovation in APAC, where he pioneered Zeno’s data-driven strategic approach and played a leading role in the development of the firm’s adoption of AI technologies, in addition to anchoring several client relationships. Prior to that, David established and led Zeno Malaysia, where he grew the business to a team of 40+ people over a five-year period. Lian will continue to be based in Singapore and will report to Zeno global Chief Executive Officer, Barby K. Siegel. Mottram will remain with Zeno through January 2025 to ensure a smooth transition. “David has been a pillar of Zeno APAC for more than a decade, a capable and visionary leader and staunch champion of our culture, said Barby K. Siegel, global CEO. Together with the region’s talented team of leaders, I am confident in David’s ability to take Zeno forward – building and innovating in ways that will advance our now and next ambition.” “Meanwhile I would like to thank Paul Mottram for his many contributions over the past five years, helping to guide us through the challenges of the pandemic, providing valuable counsel to our clients, and playing a significant role in establishing Zeno China Consulting, our new venture in Mainland China,” she continued. Commenting on his promotion, David Lian said: “I’ve seen Zeno evolve significantly since our beginnings in Asia Pacific in 2012 to become one of the region’s most progressive communications firms. As I look ahead with my trusted leaders and colleagues, we will be focused on ensuring that we are well positioned to help our clients solve business challenges with modern communications and sharp business acumen while also preparing for what’s to come.”  Mottram has led Zeno in Asia Pacific since early 2020. “I’m honoured to have been given the opportunity to work with such talented global, regional, and local teams in my time with Zeno. The company has an ethos and approach that’s unique and perfectly suited to help clients in the region deliver tangible outcomes, across brand and corporate reputation. As David and his team continue to develop and grow the business, I’m going to be cheering loudly from the sidelines,” he said.

MCN (Middle East Communications Network) has launched Interact, an end-to-end connected platform powered by KINESSO, further uniting data, creative production, media and commerce.Building on existing connected capabilities across people, processes and technology, Interact fire powers real-time collaboration that drives faster, more efficient, and personalised marketing across all touchpoints, transforming how brands engage with their audiences and drive business success. With clients at the heart of its design, Interact seamlessly facilitates collaboration cross-agencies and cross-geographies, ensuring that data, tools, and insights work together, and brands have the ability to continuously refine marketing strategies to drive both immediate results and long-term growth.Ghassan Harfouche, CEO of MCN MENAT, commented: “Interact brings connected and personalised world-class data solutions to our clients in MENAT. In a market as dynamic and diverse as ours, the need for localised insights and actionable data is critical. Interact equips our teams and clients with the tools to drive more relevant, impactful, and efficient marketing strategies, rooted in the power of real-time data and technology.”Developed and hosted by KINESSO, Interact connects every touchpoint in the marketing ecosystem, unlocking deeper audience insights for more precise targeting, driving the creation of compelling content faster, and optimising campaigns in real time for greater effectiveness. This translates to increased speed, agility and scale to help clients better engage, convert and retain customers. Interact Integrates Generative AI and Strategic PartnershipsAdobe’s generative AI tools are integrated into the platform and all facets of the content supply chain. Interact also integrates technology from strategic partners including Blackbird.AI, Getty Images and IBM, providing secure access to advanced AI tools and language models inside a single operating system. This in turn empowers MCN’s agencies and clients to create more effective, efficient, and personalised consumer experiences tailored to the varied nuances of the region and with the ability to integrate clients’ first party data, compliant with data privacy regulations. Key features of Interact include:• Enhanced Connectivity and collaboration: By bringing together data, creative production, media and commerce in a single space, Interact optimises team synergies, enabling faster turnarounds and higher-quality outcomes for clients.• Advanced AI and Strategic Integrations: With AI-powered tools, teams can uncover deeper insights and make data-backed decisions with precision, which is essential in maintaining a competitive edge in today’s fast-paced industry. • Localised Audience Data Integration: Interact’s integrated Audience Console provides enriched, market-specific insights, supporting more localised, relevant, and targeted campaigns. • Data-Driven Personalisation: Interact enables tailored campaigns to continually optimise performance to match client objectives, ensuring a highly personalised and effective user experience. Karthik Kumar, Managing Director of KINESSO, added: “Interact is committed to powering smarter, more connected marketing strategies. Globally powered by Interpublic, Interact enables regionally nuanced and globally informed solutions. It combines the best of data, technology, and AI to set new benchmarks for our industry, and new innovations for our clients.”

After eight years of impactful journey at Amazon, Minari Shah has decided to move on from the company, marking the end of her longest professional tenure. She shared her decision in a heartfelt LinkedIn post,During her tenure at Amazon, Minari held pivotal roles across regions and domains. Most recently, she served as Director of International Owned Content & Channels (APAC, EU, LATAM), overseeing strategic communication initiatives across multiple geographies. Before this, she was Director of Corporate Communications for Asia-Pacific, leading regional efforts with precision and innovation.Before Amazon, Minari Shah built an illustrious career in corporate communications, holding senior positions across leading global organizations.Tata Motors: As Head of Corporate Communications, she led the automaker’s communication strategies for over three years.HSBC India: As Sr VP & Head of Corporate Communications, she managed communications for the financial powerhouse.Dell Technologies: Over five years, she served as Director of Corporate Communications for Asia-Pacific and as Head of Corporate Communications, driving regional campaigns.NCR Corporation: Her role as PR Manager for India & SEA saw her managing public relations for key markets.

Burson, the global communications leader purpose-built to create value for clients through reputation, has announced that Taj Reid will join the agency as Global Chief Creative Officer, effective January 8th, 2025. “In a fragmented media landscape, with consumers of information facing an unprecedented volume of noise and clutter, brands and organizations need to reach their most important audiences not only via the right platform at the right time but also through a range of messages and experiences that earn their attention and inspire action,” said Corey duBrowa, Global CEO, Burson. “Taj is an exceptional talent who understands how to reach and motivate audiences at the intersection of creative, design and technology to drive preference and build reputations for clients across industries.” Reid spent the last five years with Edelman, most recently as Global Chief Experience Officer and U.S. Chief Creative Officer. Before that he spent two years as Principal Creative Director at Microsoft, where he led a cross-discipline team of designers, developers and content strategists crafting digital products and community experiences for Mixed Reality. Earlier in his career he served as Vice President, Creative Director at Edelman. Reid was named to the ADWEEK 50 in 2022. “Burson has an ambitious vision that blends the promise of technology with the unique inspiration and insight of human creativity,” said Reid. “By crafting engaging experiences powered by creative, design and technology, we can build future-ready brands that resonate and connect meaningfully with people. I’m thrilled to join Burson and help its clients create this kind of impact.” Simon Shaw, who had previously served as Burson’s Global Chief Creative Officer, will leave the agency at the end of the year. “I’d like to thank Simon for his leadership during this past year with Burson and for the contributions he made to Hill & Knowlton over his 10 years with the firm,” duBrowa added. “I wish him the very best in his future endeavors.”

Clarity Communication, one of India’s largest integrated PR & marketing agencies, has announced its expansion into Canada. This strategic move positions Clarity to support Canadian and North American brands by leveraging globally resonant narratives to expand market reach and drive international growth. With a seasoned team and a client-centric, results-driven approach, Clarity is set to redefine PR strategies for brands seeking sustainable expansion in a globalized market.As brands increasingly look to extend their presence internationally, the global PR market is projected to reach $116.4 billion by 2025, with a compound annual growth rate (CAGR) of 6.7%. This growth reflects the demand for strategic brand-building efforts and cross-border narratives. Canada’s PR market, in particular, is experiencing similar trends, presenting a substantial Total Addressable Market (TAM) for firms offering integrated communication strategies. As Canadian brands strive for greater global recognition, Clarity Communication is poised to help them craft compelling, localized campaigns that resonate on a global stage.Sowmya Iyer, Founder & CEO of Clarity Communication, shared, "We are thrilled to expand into Canada, where the demand for strategic and impactful communication solutions continues to rise. Our success in India has given us the confidence to help brands navigate dynamic markets, and we look forward to leveraging our expertise to support Canadian businesses as they build their stories internationally."Anirudh Das, Head of International Operations at Clarity, added, "This expansion is a critical step in our mission to empower brands globally. With Canada’s thriving economy and growing demand for international PR expertise, Clarity is ready to deliver strategies that resonate across borders, fostering long-term, meaningful connections for brands seeking global reach."Tanya Sharma, Global Marketing Head, highlighted, "Canada’s strong economy and increasing demand for global connections present a unique opportunity for us to introduce Clarity’s integrated PR solutions. We are excited to support Canadian brands in enhancing their narratives and engaging audiences across multiple markets."Clarity Communication brings a wealth of experience in delivering high-impact PR strategies across various industries, including technology, real estate, electric transportation, and healthcare. This expansion reinforces the agency’s commitment to adapting to the evolving needs of global PR, with a focus on digital, content-driven, and data-backed engagement strategies.

Tilak Amitava Chowdhury has joined AECOM as Marketing and Communications Lead India. Prior to this he was the DGM - Corporate Communications at Egis India Consulting Engineers Pvt Ltd. He held the position of Senior Manager - Corporate Marketing and Communications at Jubilant Life Sciences Ltd. He was also a Freelance Journalist at Times of India.He has more than 20 years of experience working in internal and external communications, advertising, public relations, exhibitions, events, social media, freelance journalism, employer branding and employee engagement. He is an alumnus of Southern New Hampshire University and University of Mumbai.

In a notable career move, Aakriti Thakur has taken on the role of Head of Brand & PR at Paras Health, bringing over a decade of expertise in strategic brand management, public relations, corporate communications, digital marketing and business management. Known for her innovative approach to enhancing customer experiences and building strong brand narratives, Aakriti has established herself as a leader in the space. She was previously associated with Healthians as a founding member & AVP - Brand & Marketing, where she played a pivotal role in its growth and market positioning.Her contributions to the field have earned her several prestigious accolades, including:•ET Inspiring Women Leader, 2024•Brand & Marketing Visionary of the Year 2024, by Exchange4Media •Excellence in Strategic Brand & Marketing Leadership by ET •BW Marketing 40 under 40, 2023•Times Leaders of Tomorrow In her new role, Aakriti is expected to continue her journey of excellence, leveraging her expertise to shape strategic communications and drive impactful initiatives in the healthcare space.

Adgully has consistently celebrated and acknowledged the accomplishments of women entrepreneurs and leaders in various sectors. One of our notable initiatives, W-SUITE, focuses on highlighting extraordinary women achievers in the Media & Entertainment, Advertising, Marketing, PR, and Communications industry. In this updated series, we aim to explore how women leaders adeptly manage their teams and overcome challenges in the dynamic landscape of their respective industries.In an exclusive interaction with Adgully, Ayushi Arora Gulyani, Founder & CEO, Media Corridors, emphasizes on the unique strengths of women leaders and their evolving role in the industry. She shares strategies for balancing professional and personal commitments and highlights the importance of mentoring future women leaders. Gulyani discusses key projects at Media Corridors and their focus on driving client success through visibility, credibility, and innovative branding solutions.Media Corridors is widely recognized for creating impactful visibility and credibility for brands. How did your vision for Media Corridors evolve, and what has been the journey behind its success in the branding and PR space?The vision for Media Corridors emerged from my passion for helping brands craft narratives that resonate deeply with their audiences. As a communication coach and PR strategist, I envisioned an agency that bridges the gap between strategy and storytelling, delivering visibility with purpose. The journey has been one of constant learning – balancing the art of personal branding with the science of PR to build authentic, long-term credibility for our clients. By adapting to market trends and prioritizing innovative communication methods, Media Corridors has grown into a trusted partner for brands and leaders looking to leave a lasting impact.As a woman leader, what qualities do you feel set women leaders apart? How have you incorporated these qualities into your own leadership style to drive Media Corridors’ success?Women leaders often bring empathy, resilience, and collaborative energy to the table – qualities I’ve consciously woven into my leadership at Media Corridors. By focusing on mentorship and open communication, I’ve created an environment where ideas thrive, and every voice is valued. My leadership style also emphasizes clarity in communication – a skill I regularly coach others on – while promoting a culture that supports work-life balance. This combination has been pivotal in fostering a motivated team that consistently delivers impactful results.With the dynamic landscape of marketing and branding, what innovations do you believe women leaders bring to the table? How do you foresee the role of women in this field evolving further?Women leaders bring a nuanced understanding of communication, adaptability, and the ability to view challenges holistically. These strengths translate into groundbreaking approaches to branding, such as human-centric campaigns and inclusive messaging. At Media Corridors, I’ve observed how women’s perspectives fuel innovation, whether through fresh storytelling angles or digital-first strategies. As the industry evolves, I see more women shaping the future of marketing by leading with authenticity and driving initiatives that prioritize meaningful connections.Juggling multiple responsibilities is often challenging. How do you balance your professional commitments with personal life, and what advice would you give to other women striving to achieve this balance?Balancing professional and personal commitments requires intentionality. For me, this means structuring my day with clear priorities and making time for activities that recharge me – like coaching sessions or family time. My advice to women is to embrace flexibility: be open to adjusting plans and seek support when needed. Success lies in creating a rhythm that works for you, recognizing that balance doesn’t mean perfection but rather making space for what matters most.Your team is known for crafting unique marketing collaterals like presentation decks and corporate films. Could you share more about the creative process behind these assets and how they contribute to your clients’ profitability?Our creative process begins with understanding the client’s unique story and brand voice. By applying communication coaching principles, we design collaterals – like decks and films – that not only captivate, but also educate and inspire. Each piece is a blend of visual storytelling and strategic messaging, tailored to meet specific goals. This approach helps our clients stand out in competitive markets, enhancing their profitability by building trust and driving conversions.What is your approach to nurturing the next generation of women leaders within Media Corridors? Are there specific mentorship practices or leadership values you emphasize?I focus on empowering emerging women leaders by offering tailored mentorship and leadership training to those who are ready to learn. This includes skill-building in personal branding, effective storytelling, and confident communication – key attributes for thriving in PR and beyond. I also emphasize the value of adaptability and encourage women to embrace their unique strengths. By creating a safe space for growth and constructive feedback, I aim to inspire them to lead with clarity and conviction.Reflecting on the industry over the years, how have you observed the evolution of women’s contributions in marketing and branding? Are there any shifts or trends that stand out?Women have redefined the branding and marketing landscape by championing authenticity and inclusivity. I’ve seen a shift toward campaigns that reflect real stories and diverse voices, often led by women who understand the power of connection. This evolution has also created space for more women to take on leadership roles and influence strategies, paving the way for equitable and innovative practices in the industry.Could you share any current or upcoming projects you are particularly excited about at Media Corridors? How do you see these projects aligning with your company’s growth vision?One exciting initiative is our focus on integrating personal branding workshops into PR campaigns. By combining data-driven strategies with communication coaching, we aim to elevate our clients’ visibility while strengthening their individual and corporate identities. This aligns with Media Corridors’ vision of becoming a holistic branding partner that not only tells stories but shapes them meaningfully for long-term success.With the rapid digital transformation in PR and branding, how do you stay updated on industry trends, and what resources or strategies do you rely on to keep your team at the forefront of innovation?Staying ahead means immersing myself in the latest trends through webinars, thought leadership content, and industry events. I also prioritize upskilling within the team by organizing workshops on digital tools and communication techniques. Encouraging a culture of curiosity and continuous learning has been instrumental in keeping Media Corridors innovative and ready to tackle the challenges of an ever-evolving PR landscape.

Ruder Finn, one of the world’s largest independent global communications and integrated marketing agencies, has launched rf.aio, its new LLM optimization offering in collaboration with influenceAI. rf.aio is Ruder Finn’s proprietary all-in-one AI optimization offering that monitors and optimizes brand and product mentions in public LLMs to support client marketing and reputation efforts. rf.aio includes automated LLM monitoring and remediation through an AI platform developed by influenceAI, a member of our AI Advisory Council.As more users turn to LLMs for answers, AI is quickly becoming the new “super influencer,” and LLMs are emerging as the next generation of search. rf.aio directly addresses this shift in user behavior by offering monitoring of popular LLMs like OpenAI’s ChatGPT, Anthropic’s Claude, Google’s Gemini, and Meta’s Llama to evaluate how they respond to brand-related queries. rf.aio identifies key factors such as awareness, accuracy, brand affinity, and amplification, influencing the LLM responses to queries and providing actionable insights for response remediation. Based on these findings, rf.aio identifies, creates and places corrective content, then trains public models to prioritize these levers — redirecting them toward trusted and factually accurate sources that address biases, correct misinformation, and as a result, enhance brand perception.“At Ruder Finn, we’re always looking towards what’s next. We partnered with influenceAI to create rf.aio as a powerful marketing and communications tool to help clients listen to LLM responses at scale and influence how their brands are represented through LLM search,” said Kathy Bloomgarden, CEO of Ruder Finn. “As LLMs become the predominant mode of search, it’s imperative that brands adapt to these new platforms, and our new rf.aio offering is instrumental in helping our clients navigate this change.”This new collaboration is spearheaded by the rf.TechLab, Ruder Finn’s analytics and emerging technologies incubator. Launched in 2018, rf.TechLab fuels the development of solutions that help brands leverage the latest cutting-edge advancements in data science, modeling, machine learning, and artificial intelligence to solve complex business challenges.“With millions of people relying on LLMs daily, there is a lot on the line for the brands! What happens if an LLM mistakenly associates a brand or its products with negative terms? Or if it omits crucial product information?” said Tejas Totade, CTO of Ruder Finn. “Although brands can’t retroactively change what these models already ‘know,’ with rf.aio and influenceAI, they can introduce new, brand-supportive and accurate content into the information ecosystem, hoping to steer future brand-related responses from these LLMs.”This launch of rf.aio comes on the heels of Ruder Finn’s recent announcement about its new global RF AI Advisory Council, chaired by OpenAI pioneer Zack Kass. Ruder Finn is currently using rf.aio with a number of clients.

Tales & Heads, a UAE-based communications agency renowned for its strategic consultancy and creative storytelling, has officially partnered with UK-based reputation, risk, and crisis communications consultancy REKT Partners to introduce Tales & Heads Reputation.This new venture aims to enhance services in crisis preparedness, crisis simulations, and recovery strategies, utilizing REKT Partners’ expertise, training, and digital tools.Margaret Flanagan, Co-Founder of Tales & Heads, emphasized the strength of their collaboration: “We’ve worked closely with George Godsal and the REKT team for years, providing invaluable support to our clients. George’s strategic insight and composure in challenging situations are unmatched. With the launch of Tales & Heads Reputation, we’re expanding this partnership to offer comprehensive tools and training that empower clients to confidently manage crises.”REKT Partners, led by founder and crisis expert George Godsal, brings over 25 years of experience advising top-tier global businesses and governments. George’s background includes work across sectors such as finance, tourism, manufacturing, and retail, with significant expertise in the Middle East.The synergy between REKT and Tales & Heads founders, Margaret Flanagan and Lisa King, both with over 40 years of combined crisis management experience, strengthens this initiative. Their collective expertise spans diverse challenges, from natural disasters to product recalls, litigation, and navigating misinformation.George Godsal expressed enthusiasm for the partnership, stating: “Tales & Heads is one of the most dynamic agencies in the MENA region, and Tales & Heads Reputation represents the evolution of our successful collaboration. Together, we’re offering specialized crisis communication services that perfectly align with Tales & Heads’ capabilities. This partnership enables us to extend strategic counsel to clients across MENA and beyond.”With REKT based in London and Tales & Heads headquartered in the UAE, this alliance ensures seamless international coverage, providing support across time zones to meet the growing needs of global clients.

Eunity Partners, a global advisory, consulting, and executive search firm, has announced its entry into the Indian market as part of its strategic expansion into Asia. This move reflects the company's commitment to addressing the growing demand for executive talent and leadership consulting in India's dynamic business landscape.Eunity's approach prioritises hands-on client partnering, focused on long-term support, implementation of strategic programs, blending the lines between consultant & client teams. At present they offer advisory & consulting services in operations & supply chain, human resources, go-to-market and tech. They cite the necessity of this long-term approach weighted towards implementation, as being a consequence of rapidly changing market conditions across technology, geopolitics, sustainable business and the social sphere. To this end, their team is made up of leaders with significant operational credentials, as opposed to career consultants.The firm also places top talent globally, from Director-level to C-suite roles, across a range of key functions, complimenting their consulting work. While Eunity Partners serves clients in Europe and the U.S., its focus on high-growth emerging markets—particularly India and Mexico—aligns with its mission to support companies with global operations, connections, or aspirations. Eunity Partners aims to support Indian companies in navigating growth, transformation, and talent management by combining global expertise with deep local insights.Eunity’s values-driven ambition has been attracting notable leaders in the UK tech and social impact sectors. Ian Golding, former Group CIO of ERM, joined as a CxO Advisor and Executive Board Member, alongside Adrien Gaubert, Co-Founder of the diversity talent platform myGwork. In August 2024, Javier Simon Leon, former Director of Consulting and VP of Operations for Henkel LATAM, came on board as Associate Partner. November 2024, also saw the addition of Leonardo Lima, former VP of Sales & Marketing at Danone and former CMO of Samsung Chile, as Executive Consultant.To lead its growth in India, Eunity Partners has appointed Farhan Ahmed Hazarika as its Associate Partner. Farhan will spearhead the firm’s management consulting services in people and human resources, as well as drive the firm’s expansion efforts in the Indian market.With over 16 years in human resources, Farhan brings deep expertise in talent acquisition, development, and organizational growth. Most recently, he served as Head of HR at Teachmint, where he initially joined as Head of Talent. Previously, as Associate Director of Talent Acquisition at Meesho, he played a key role in building product teams and enhancing campus engagement. A founding team member at CoWrks, Farhan helped scale the company across multiple locations, shaping its talent strategies. His leadership journey also includes serving as Head of Talent Acquisition at 91Springboard."India represents a major milestone in our global growth strategy," said Maxwell King, Managing Partner at Eunity Partners. "The country's rapidly changing market and its need for premier executive talent make it a significant focus for us. We are delighted to have Farhan Ahmed Hazarika on board to lead our India operations. His deep expertise in talent acquisition and organizational development aligns with our commitment to impactful leadership. We are confident he will bring valuable insights to our clients and develop innovative consulting solutions in the region."Commenting on his new role, Farhan Ahmed Hazarika, Associate Partner at Eunity Partners, stated, "I am excited to join Eunity Partners at a time when strategic talent solutions are vital to India’s dynamic business environment. My goal is to empower clients with innovative strategies that foster sustainable growth and long-term success."

Avance PR, a boutique and one of the fastest-growing PR agencies in India has recently won the mandate for managing Public Relations campaigns for Stovekraft, a leading kitchen and home appliances company in the country. As part of the mandate, Avance PR will strategise impactful PR campaigns and media relations across the North India region including Delhi NCR, Haryana, Uttar Pradesh, Uttarakhand, Rajasthan, Jammu & Kashmir, and others.Headquartered in Bengaluru, Stovekraft is a household name in the kitchen appliances industry. It is known for bringing its innovative and user-friendly product line for Indian customers under the brands - Skava, Pigeon and Gilma. With a robust presence across western and southern India, the company is now focusing on strengthening its foothold in the North to capitalise on immense growth opportunities. Avance PR is a boutique PR agency in Gurugram (Haryana). It will embark on a series of initiatives to design a strategic communications strategy including media outreach and thought leadership to align Stovekraft’s positioning with unique market dynamics. The series of campaigns will further highlight Stovekraft’s product innovation, customer-centricity and leadership in the kitchen appliances sector.Expressing her enthusiasm about the mandate, Ritika Garg, Founder & CEO of Avance PR said, “We are elated to partner with Stovekraft. It has been synonymous with quality and innovation in the market for years. Hence, our focus will be on crafting a cohesive PR strategy that will enhance the company’s presence among the North Indian audience while reinforcing Stovekraft’s positioning as a trusted leader in the kitchen and home appliances industry."The collaboration demonstrates Avance PR’s outstanding performance in delivering results-oriented media campaigns across diverse industries. The agency leverages its deep understanding of regional markets and is set to roll out an integrated PR approach, encompassing traditional and digital media platforms through strategic media partnerships. This partnership marks a significant step in Stovekraft’s journey to emphasise on its North India business operations while continuing to acquire customers with world-class products and solutions.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Ushang Sheth, Head of Corporate Communications, HDFC Securities, delves into his diverse experience across various sectors, including media, financial services, and corporate communications. He discusses how this background has shaped his approach to strategic communication and PR in his new role at HDFC Securities. Sheth also shares his insights on the evolving role of communication in the financial sector, particularly in building trust and engagement with stakeholders. He reflects on leading brand awareness campaigns and corporate reputation management efforts, shedding light on his key priorities for driving growth through communication at HDFC Securities. Additionally, Sheth outlines his strategies for differentiating the brand in a competitive market and more.Having worked across various sectors, including media, financial services, and corporate communications, how has your diverse background shaped your approach to strategic communication and PR in your new role at HDFC Securities?My journey into Corporate Communications has been a natural progression shaped by my diverse experiences as a research analyst, journalist, PR professional, and now, a corporate communications professional. Each of these roles has provided me with a unique perspective on various communication styles and audience expectations, enabling me to tailor messages that resonate effectively with a wide range of stakeholder groups.Over the years, I have honed essential skills in storytelling and narrative crafting, which are fundamental to corporate communications. My varied background has underscored the importance of strategic planning in communication efforts. I approach each campaign or initiative with a clear objective, defined key performance indicators (KPIs), and a comprehensive analysis of the target audience. This ensures that HDFC Securities’ communication efforts are both effective and measurable.Additionally, my experience across different sectors has fostered my adaptability. The financial landscape is continuously evolving, and the ability to pivot communication strategies in response to emerging trends, regulatory changes, or shifts in audience behaviour is crucial for maintaining relevance and impact.Given your extensive experience in financial services, particularly with companies like L&T Finance, Aditya Birla Money, & Reliance Capital how do you see the role of communication evolving in the financial sector, especially in terms of building trust and engagement with stakeholders?The communications landscape in the financial sector is rapidly transforming due to technological advancements, changing stakeholder expectations, and a heightened focus on transparency. Trust remains paramount for stakeholders, making it crucial for communications professionals to maintain integrity and comply with regulations.Financial institutions are shifting from traditional media interactions, like press releases, to utilizing digital platforms for immediate engagement. Social media and online forums are now essential for real-time communication and crisis management. Additionally, organizations are using analytics to understand stakeholder preferences and create more impactful messages, increasing engagement and effectiveness.As financial inclusion gains importance, communication strategies are adapting to serve diverse audiences by considering language and cultural sensitivities, thereby fostering stronger relationships and enhancing trust among different stakeholder groups.You’ve successfully led brand awareness campaigns and corporate reputation management efforts. What are your key priorities for driving growth through communication at HDFC Securities, and how do you plan to differentiate the brand in a competitive market?HDFC Securities has been in operation for nearly 25 years and has established a strong reputation as a trusted brand within the financial sector. The company is recognized for its core values of customer centricity, integrity, innovation, excellence, and sustainability – principles that form the foundation of its communications.At HDFC Securities, research is integral to all our activities, and we take great care to craft our communications to be consumer-centric rather than merely product-focused. Differentiation is key for us; we highlight our unique selling propositions, which include advanced investment tools, robust security measures, and exclusive research insights. Additionally, we offer innovative products such as Stock SIPs, ETFs at zero charges, and Margin Trading Funding (MTF), enabling investors to maximize their purchasing power at competitive interest rates. We also provide wealth management advisory services that operate on a fixed-fee basis rather than being driven by brokerage fees, among other offerings.Another critical area we are focusing on to enhance brand engagement is education. We believe that by fostering educational initiatives, we can establish our brand as a thought leader in the industry, thereby building trust and fostering deeper engagement with our clientele and the community at large.At HDFC Securities, how do you intend to leverage creative storytelling to simplify complex financial concepts for the average investor while maintaining the brand’s credibility?At HDFC Securities, investor education stands as a cornerstone of our commitment to serving and enlightening our customers. As pioneers in this field, we recognize that learning is a continuous and dynamic process that takes place around the clock. Our mission is to ensure that our customers have a thorough understanding of all aspects of the capital markets, particularly in the realm of investing.To achieve this, we offer a comprehensive online training program that covers a wide array of topics, including Futures & Options, Bonds and the Bonds Market, and Currency Derivatives. Our live interactive sessions provide customers with hands-on experiences in the markets, allowing them to receive immediate answers to their questions from our seasoned trainers. Participants gain valuable insights into Technical Analysis, Fundamental Analysis, Market Sentiment, Trading Strategies, and various types of investments, empowering them to make informed investment decisions.As part of our HDFC SKY initiative, we launched SKY Learn, a platform that features thoughtfully designed educational content on a variety of subjects such as IPOs, Trading Strategies, Personal Finance, Financial Planning, and Derivatives. Our commitment to education ensures that our customers are well-prepared to navigate the complexities of the financial landscape.Furthermore, we strive to create content that is easy to understand, user-friendly, and accessible to the youth. Recognizing that young people primarily consume content online – through various news apps and modern social media platforms like YouTube and Instagram – we regularly produce ‘snackable’ content that resonates with their preferences. Our aim is to engage and educate the next generation of investors effectively.With your previous media experience at CNBC TV18 and Zee Media, how do you view the current media landscape in relation to financial communications, and what strategies will you use to engage with media partners effectively?The current media landscape is shaped by several key trends and dynamics, including digital transformation, an increased demand for transparency, real-time communication, a focus on Environmental, Social, and Governance (ESG) criteria, and data-driven insights, among others. Journalists covering finance have one fundamental request which is to ensure that the messaging is solid, direct, data-driven, and clear.As a financial services firm, HDFC Securities has a wealth of data at its disposal. By leveraging this high-quality data, we create compelling content that resonates with our media partners and their audiences.It’s important to note that media professionals often seek confirmation for their stories; this is where the support of brand spokespeople becomes invaluable. They can provide relevant and credible content and industry information that enhances the trustworthiness of the stories by the journalists.Additionally, engaging with regional media is essential, as they often have a significant reach within their local communities. Content that incorporates local flavour is particularly relevant and of greater interest to these outlets.

Leading integrated communications agency Seven Media today announced it will help launch premier business reality television series The Final Pitch in the UAE. Seven Media’s Owner, Gregg Fray, has also been named as one of the show’s strategic advisors and on-screen mentors.Created by leading Asian production house Dragon’s Nest to showcase and empower the next generation of entrepreneurs, The Final Pitch’s unique “Shark Tank-meets-The Apprentice” format aired on CNN in the Philippines for 10 seasons.The show connects emerging entrepreneurs with investors, providing them with not only funding but also strategic mentorship throughout each season. Since launching, over 350 start-ups have participated, generating millions of US dollars in funding for young entrepreneurs.Following its success in Asia, the show is now expanding beyond its borders and The Final Pitch: Dubai will be the show’s first edition in the Middle East.Seven Media will develop and execute the show’s launch in its role as PR partner, identifying key local stakeholders and tailoring the show’s approach to resonate with audiences across the UAE, regionally and across the world. Seven Media’s video content arm, Seven Studios, will provide support when the show goes into production in April 2025.Seven Owner Gregg Fray will feature in the cast of The Final Pitch: Dubai in the role of PR and Communications Mentor, offering valuable insights and guidance to the start-up contestants. Fray’s mentorship will focus on helping contestants understand the critical role that media exposure, branding, storytelling, and effective communications play in scaling their businesses.“This partnership is a perfect match for Seven’s mission to drive innovation and growth in the region,” said Fray. “By mentoring contestants and advising them on the crucial role of media, branding, and storytelling, we’re helping to build the next generation of successful entrepreneurs. It’s exciting for us to be part of such a dynamic platform that supports ambitious startups in the Middle East.”John Aguilar, Chief Exponential Officer at Dragon's Nest, added: “The vision of the UAE aligns perfectly with the vision of The Final Pitch’s mission to foster innovation, entrepreneurship and economic growth.“Seven’s understanding of local market dynamics will allow us to tailor The Final Pitch’s approach to effectively reach Middle Eastern audiences, increase viewer engagement and build a loyal fanbase. We can’t wait to get started.”

Publicis Groupe Middle East, a global leader in marketing, communications, and business transformation, has announced a strategic partnership with the Dubai Business Women Council (DBWC) to host a series of workshops designed to elevate female-founded micro, small, and medium-sized enterprises (MSMEs). This collaboration aims to equip women entrepreneurs with essential marketing and communications knowledge to drive growth and success for their businesses.The workshops, which will be open to DBWC members, are tailored to address the unique challenges faced by small business owners in today’s competitive marketplace. These sessions will provide actionable insights that are typically available only to large, global brands, enabling female entrepreneurs to apply cutting-edge strategies to their own businesses.Bassel Kakish, CEO of Publicis Groupe Middle East & Turkey, expressed his enthusiasm about the partnership: “Effective marketing and communication have the power to transform businesses, but access to these resources is often limited for small business owners. By working with the Dubai Business Women Council, we aim to democratize these insights and break down barriers for women entrepreneurs. This initiative is a vital step toward creating a more inclusive business environment, empowering women to succeed and grow their brands.”The workshops will cover a wide range of topics, including public relations, brand communication, digital marketing, social media strategies, and growth-driven innovation. Publicis Academy, the company’s internal wing focused on upskilling and knowledge-sharing, will provide ongoing support for the initiative, ensuring the content is relevant and impactful. Insights gathered from a survey identifying key pain points of MSMEs will guide the structure of the sessions.Nadine Halabi, Head of Business Development and Operations at DBWC, shared her perspective: “Empowering female entrepreneurs with the tools to elevate their brands is crucial to driving innovation and economic growth in Dubai. Our collaboration with Publicis Groupe Middle East gives our members access to strategic marketing and communication expertise that’s usually reserved for larger corporations. These workshops will help women-led MSMEs make informed, impactful decisions, contributing to both personal and professional growth. Together, we are fostering a more dynamic and inclusive economy.”The first workshop, titled "The Power of Founder-Led Brands", took place on 14th November 2024. It was led by Andira Raslan, Business Director, and Sophia Boudjemaa, Business Director, Strategy & Insights, from MSL Group Middle East. The session highlighted the significance of personal branding for female founders and explored how they can leverage their stories to build stronger brand identities. Participants were introduced to strategies for cultivating trust with customers and creating lasting impact by integrating authenticity into their brands.This collaboration reflects both Publicis Groupe Middle East and DBWC's commitment to supporting women’s professional and personal growth. By providing female entrepreneurs with the necessary resources, the initiative will help strengthen their businesses and drive economic growth within Dubai.

Jasleen Kaur G has joined Bata India as Head of Category Marketing & PR. Before this, she was the Founder & CEO at Indiawood Global. Kaur is an experienced marketing & communications professional with more than a decade of experience. As part of her new position, she will be spearheading marketing portfolio of brands such as Hush Puppies, Bubble Gummers, North Star, Power, Bata, Floatz, Nine West.She was the Assistant Vice President - Marketing & PR at Reliance Brands Limited and Head - Marketing, Public Relations & Sustainability (Indian sub continent). She held the position of Senior Executive - Digital Marketing & PR at Canon India and Associate - Conferences at India Infrastructure Publishing Private Limited. She was also a journalism intern at The Hindu.She is an alumnus of Management Development Institute, Gurgaon and Columbia University.

Procam International, India’s leading sports IP promoter, is pleased to announce the elevation of Neha Kandalgaonkar to the position of Vice President & Head - Corporate Communications & PR.In her new role, Neha will spearhead the organization’s strategic communications initiatives, including media relations, and crisis management in addition to global athlete partnerships. She will also oversee the development and execution of integrated communication campaigns for Procam’s marquee events and initiatives - such as the Tata Mumbai Marathon, Vedanta Delhi Half Marathon, Tata Consultancy Services World 10K, and Tata Steel World 25K Kolkata.Kandalgaonkar has been an integral part of Procam International since 2014, where she has successfully led the Media & PR portfolio. Prior to joining Procam, she gained valuable experience at Zzebra PR and Concept PR, working with a diverse range of clients, including 92.7 BIG FM, Godrej Consumer Products, Tourism Queensland, Cinemax, Onida, Wizcraft, EmmayHR, and more.With a strong background in sports PR, Kandalgaonkar has also been associated with prominent sporting events, federations, and leagues, such as the ICC, Rajasthan Royals, Aircel Chennai Open, Mahindra Racing, HIL, ICC Women’s World Cup, IRFU, Ten Sports, and grassroots initiatives like the Mahindra Youth Football Challenge, Coca-Cola Cricket Cup, and Airtel Rising Stars.Commenting on the appointment, Vivek Singh, Joint Managing Director of Procam International, said, “I still remember Neha’s first day in the office; her energy and enthusiasm was infectious. From that day to today, her deep understanding of the sports industry, coupled with her exceptional communication skills, has led her to become the ideal person to drive our strategic communication efforts. As we embark on this new chapter of growth, we are confident that she will continue to elevate our brand and strengthen our relationships with the media, stakeholders, and the public.”Neha Kandalgaonkar expressed her excitement about the new role, stating, “It’s been a decade and feels like a marathon, but truly, it’s been a Dream Run for me at Procam International. I’m deeply grateful to Anil and Vivek Singh for their trust and to my team for their unwavering support and dedication. Together, we’ve achieved so much, and I’m excited to step into this role as we enter a new chapter, ready to build on the work done and continue contributing to India’s growing sports landscape.”Procam International has been a trailblazer in India’s participative sports landscape, pioneering distance running events and championing health, fitness, and community engagement through its marquee events. Procam’s flagship events, including the Tata Mumbai Marathon, have played a vital role in inspiring active lifestyles and igniting the philanthropic spirit across the nation.

Prosek Partners has entered into a 14-month contract worth $2.7 million to provide strategic communications and advisory services to Saudi Arabia’s Public Investment Fund (PIF), a sovereign wealth fund with assets totaling $925 billion.Chaired by Crown Prince Mohammed bin Salman, PIF plays a pivotal role in driving Saudi Arabia’s Vision 2030, a transformative initiative aimed at diversifying the nation’s economy and modernizing various sectors.Under the agreement, which commenced on November 5, Prosek Partners will deliver a comprehensive suite of services to enhance PIF’s global reputation. The firm will focus on international communications, stakeholder engagement, and positioning the fund’s sponsorship initiatives as impactful and sophisticated investments on the global stage.Collaborating closely with PIF’s corporate affairs division, Prosek is tasked with crafting an integrated content strategy, conducting thorough executive media monitoring, and fostering relationships with key stakeholders. The firm will also provide advisory support for PIF’s sports sponsorships and events, offering on-ground assistance across Saudi Arabia, Europe, China, and the United States.A key component of the engagement involves showcasing how PIF’s sponsorship activities are contributing to the growth of various sports and unlocking new opportunities within the global sporting ecosystem.The dedicated PIF team at Prosek Partners is led by Jennifer Prosek, the firm’s founder and CEO. Supporting her are Jon Schwartz, managing director and head of sports; Diana Estupinan, managing director and head of MENA operations; and Chris Tropeano, senior vice president specializing in sports initiatives.This partnership underscores PIF’s commitment to elevating its global presence and influence through strategic communication and sponsorship endeavors.

A Communications, a leading marketing agency renowned for its integrated communication campaigns within construction, technology and government sectors, announced the signing of its latest client, PlusX Electric, a pioneering electric vehicle (EV) charging company committed to enhancing the UAE’s sustainable transportation infrastructure. A Communications will support PlusX Electric in delivering its brand messaging, enhancing visibility in the clean energy sector, and driving the company’s mission of accessible, eco-friendly mobility solutions.  With a dedicated team that understands the rapidly evolving landscape of sustainable energy, A Communications will lead public relations efforts to spotlight PlusX Electric’s innovative approach and accelerate its industry growth. Services will include strategic media relations, brand storytelling, and thought leadership positioning, ensuring that PlusX Electric reaches key audiences while promoting environmental consciousness.  “We’re thrilled to welcome PlusX Electric to our roster of clients. Their commitment to a greener future resonates deeply with our own values, and we look forward to amplifying their initiatives as they set new standards in EV infrastructure,” said Alexandra Williams, CEO of A Communications. “This partnership will allow us to leverage our expertise in clean energy PR, engaging stakeholders who share our vision for a sustainable UAE.” Chintan Sareen, CEO of PlusX Electric, shared his enthusiasm about the partnership, saying, “Joining forces with A Communications marks an important step for PlusX Electric as we work to build awareness and encourage adoption of electric vehicle infrastructure in the UAE. We are confident that A Communications’ expertise in strategic storytelling will help us connect with our audience and inspire a shift towards sustainable transportation across the region.”  As technology becomes increasingly important across all sectors, coupled with UAE’s commitment to being a leader in innovative technology and its implementation, in line with His Highness Sheikh Mohammed bin Rashid Al Maktoum’s Dubai 10X which envisions a Dubai that is ahead of the world by 10 years, A Communications is expecting to see an increase of likeminded brands coming onboard as clients.  The partnership underscores A Communications’ dedication to supporting companies that are driving impactful change through technological advancement and environmental stewardship. As PlusX Electric embarks on the next stage of its expansion across the UAE, A Communications will help solidify its position as a trusted leader in the electric vehicle charging industry.

OpenAI’s recent partnerships with leading publishers such as Condé Nast, News Corp, TIME Magazine, and Axel Springer represent a significant evolution in the ever-evolving landscape of content creation and journalism. These deals blend AI’s technological capabilities with high-quality journalism, enabling efficient, personalized content distribution while preserving editorial standards. For the publishing industry, these collaborations open new revenue streams and enhance digital presence, while for OpenAI, they ensure access to credible, diverse, and authoritative content to power its platforms, including SearchGPT.This innovative alliance underscores the potential of AI to revolutionize content production, but it also unlocks new possibilities for media relations and earned media strategies. For PR professionals, this evolution brings both opportunities and challenges.How will these partnerships influence the dynamics between publishers, PR practitioners, and AI-driven platforms? Will earned media efforts become more targeted and effective, or will the increasing reliance on AI blur the lines between authentic storytelling and algorithmic content? This feature story delves into the profound implications of OpenAI’s collaborations for the future of PR, exploring how the industry can adapt to a rapidly changing media ecosystem.A significant shiftExpanding on OpenAI’s content agreements with major publishers reveals a significant shift in how PR professionals approach media relations and earned media, says Sowmya Iyer, Founder and CEO of Clarity Communication.These partnerships, according to Iyer, mean that AI platforms like ChatGPT now prioritize high-quality content from reputable sources, making it more challenging for PR stories to stand out without meeting top-tier publisher standards.“For PR teams, this raises the bar on storytelling, pushing them to ensure every narrative is not only relevant but also crafted with the editorial quality that AI models recognize as credible and informative. This shift may also require new metrics to gauge success in an AI-driven landscape, as visibility and engagement may increasingly depend on how well content aligns with the standards of trusted publishers. PR professionals will need to adopt a dual approach, creating stories that resonate with human journalists while also structuring information in a way that AI can easily interpret and amplify. The result is both a challenge and an opportunity to refine PR strategy, helping brands maintain a strong presence across evolving media landscapes shaped by AI,” she adds.Concurring with Iyer on this, Priyanka Bhatt, Founder & CEO, Equations PR & Media, feels that the recent content agreements between OpenAI and major publishers are a turning point for media relations. Being a PR professional, she sees both opportunities and challenges arising from this.“On the one hand, having access to such a vast pool of publisher content allows us to craft more data-backed narratives and ensures more informed storytelling. However, with AI-driven platforms playing a larger role, the emphasis on earned media will shift. Brands will need to invest in building genuine relationships with journalists and influencers who can offer perspectives beyond automated content. Human connection, creativity, and the ability to audience sentiment will become more crucial than ever. The future will demand a balance where AI supports the research process, but storytelling, trust-building, and organic engagement remain in the hands of skilled PR professionals,” says Bhatt.Rahul Tekwani, Managing Partner of Branding Edge Strategies, reckons that Generative AI often lacks the ability to respond in real time, particularly during key news events like budget releases or elections. This limitation calls for emphasizing the need to formulate PR content strategies driven by human insight and timely reactions that showcase our unique viewpoints.“As AI-generated content starts to saturate the market, differentiation will become crucial. It is necessary for us to focus on crafting authentic stories that truly resonate with our audiences, rather than leaning on templated outputs. Also, while licensing content to major publishing services might offer short-term advantages, it could ultimately compromise the integrity of your brand and messaging. So, to successfully navigate this evolving scenario, we need to focus on creating original, high-quality and relevant content that showcases the invaluable human insights only skilled PR professionals can provide,” says Tekwani.Media relations in the times of AIHow will OpenAI’s content agreements with major publishers impact the future of media relations and earned media for PR professionals?With AI models gaining prominence over traditional Google search, and AI models now being trained on high-quality content from trusted sources, what strategies should PR teams adopt to optimize their outreach efforts and ensure their content stands out in AI-driven platforms like ChatGPT and SearchGPT?As AI models like ChatGPT and SearchGPT become increasingly integrated into how people access information, PR teams need to rethink their approach, says Priyanka Bhatt. She adds that the key is to prioritize creating content that is not only high-quality but also contextually rich.“AI systems thrive on trustworthy and well-structured data, so press releases and media pitches need to be more than just attention-grabbing; they must be informative. Additionally, optimizing content for AI platforms involves understanding the kind of data these models are trained on. This means producing material that offers real value, backed by credible sources, while also paying close attention to SEO principles. Consistency across all channels, building strong media relationships, and crafting messages that resonate on both emotional and factual levels will ensure that your content doesn’t just get indexed by AI but also stands out. It’s a balance of smart targeting and meaningful engagement,” adds Bhatt.To truly stand out in the increasingly AI-driven sector of ChatGPT, SearchGPT, and similar platforms, PR teams need to focus on a balanced, multifaceted approach, says Rahul Tekwani.Tekwani is certain that there’s no one-size-fits-all here – each tool has its strengths and specific applications. We should view AI content as just one part of a broader strategy, alongside traditional search engines like Google and our own industry knowledge.“AI-driven tools can certainly enhance efficiency and help us respond quickly to trends. But by combining these capabilities with insights from search engines and drawing on our own expertise, we can craft content that’s both timely and deeply relevant. Relying exclusively on AI could lead to overly generic output, so PR teams need to be intentional, using AI to build a foundation, then adding nuance and depth through human insight and experience,” he adds.In the end, Tekwani asserts, thoughtful integration of these resources is key – AI can support, but not replace, the human depth, creativity, and authenticity that make PR content impactful and relatable – it cannot be the whole and sole game.To thrive on AI-driven platforms, asserts Sowmya Iyer, PR teams should prioritize clarity and relevance. According to Iyer, AI algorithms are trained to value concise, data-backed information; so we should aim to provide exactly that. It’s also about using SEO-friendly language and ensuring any data we share is credible and up-to-date.“Building relationships with the right publishers can help, too, since models like ChatGPT pull from those sources. A mix of fact sheets, expert quotes, and clear headlines could help our content cut through. AI brings an incredible opportunity for PR to enhance transparency and credibility in media. With AI platforms able to respond in real time, PR teams now have tools to manage narratives quickly and more efficiently, which is especially valuable during crises when rapid responses are crucial,” Iyer adds.However, she cautions, while AI excels at handling routine updates, it’s still essential for PR professionals to add a personal touch, ensuring the messaging remains authentic and resonates emotionally with audiences. She reckons that AI can handle the heavy lifting, but the true craft of PR lies in guiding the story to keep it human and engaging.Evolving role of PRGiven the increasing integration of AI into news consumption, the role of PR will keep evolving in managing and leveraging AI-powered platforms for enhanced transparency and credibility in media relations.It’s important to note that traditional media often approaches AI with a healthy dose of skepticism, focusing on filtering out content generated by these technologies, says Rahul Tekwani.According to him, this caution highlights a real challenge: until traditional media fully embraces AI, its integration will face some hurdles. Journalists, dedicated to upholding quality and credibility, will likely scrutinize AI-generated content, which makes widespread acceptance a tough climb.“In India, we’re likely to see a slower adoption of AI. Many people still hold a strong attachment to conventional search engines like Google, and this familiarity can create a significant barrier to change. As PR practitioners, we must acknowledge that shifting these established habits will take time and effort,” he concludes.Priyanka Bhatt points out that AI integration into news consumption is reshaping the PR landscape in various ways. As AI-powered platforms gain traction, the role of PR is evolving from simply managing relationships to actively shaping how information is accessed and perceived.“While this makes certain tasks easier, it also raises concerns. To enhance transparency and credibility, PR professionals will need to harness AI-driven insights to predict future trends, understand audience behaviour, and refine messaging with precision. However, credibility will continue to rest on authentic storytelling. While AI can analyze vast amounts of data, it’s the human element that will guide how we frame stories to resonate with audiences and maintain trust. PR professionals should view AI as a tool to amplify transparency using it for fact-checking, providing real-time updates, and ensuring the content we distribute is both accurate and ethically sound. Ultimately, the PR industry will need to balance AI’s efficiency with the core principles of genuine human connection,” she concludes.Sowmya Iyer reckons that AI has truly revolutionized the way we track trends and manage crises, offering real-time insights that were previously unimaginable. These tools enable PR professionals to stay agile and informed, quickly adapting to shifts in public sentiment and responding to emerging issues as they unfold.“However, while AI is invaluable for enhancing efficiency and providing data-driven insights, it works best as a complementary tool rather than a replacement. The essence of effective PR still lies in personal, tailored communication – the kind that forges genuine connections and resonates deeply with audiences. AI can automate processes and streamline workflows, but the heart of impactful storytelling remains in the human touch we bring, ensuring every message feels authentic, relevant, and compelling,” she concludes.