The Marcom Avenue (TMA), one of India’s fastest-growing integrated marketing and communications agencies, has been awarded the Public Relations and Social Media mandate by the Trade Fairs Division of Confederation of Indian Industry (CII) for the 16th International Railway Equipment Exhibition 2025 to be held at Bharat Mandapam on October 15th to 17th 2025. This new mandate win marks a significant milestone for TMA portfolio, reinforcing its capabilities in managing large-scale institutional communications and thought leadership narratives.Under the duties and responsibilities of the mandate, TMA is in the process of planning and and executing a comprehensive communications strategy for CII, encompassing traditional PR, media outreach, social media optimization and campaign development including video campaigns and podcasts. The goal is to strengthen CII’s voice as India’s premier business association, amplifying its policy advocacy, industry initiatives, and global collaborations.A key highlight of this partnership will be the India International Railway Equipment Exhibition (IREE), organised by CII in association with the Ministry of Railways. As Asia’s largest rail transportation event, IREE presents a unique opportunity to showcase India’s advancements in rail technology and infrastructure to a global audience. The Marcom Avenue will play a pivotal role in driving visibility for the event, amplifying conversations across media and digital platforms, and positioning CII as a catalyst of industry-government partnerships. Said – B Thiagarajan, Chairman, Trade Fair Council, CII. “CII is the India’s apex industry and economy policy advocacy body, and serves as an anchor & bridge between India’s private sector and the nation’s growth agenda. With this mandate win, we aim to amplify CII’s role in shaping conversations that matter, whether it’s through policy advocacy, industry transformation, or global forums like IREE. Our focus will be on building meaningful narratives that highlight India’s innovation, resilience, and leadership on the world stage.” Divanshi Gupta, Founder & Director of The Marcom Avenue commented. Through this mandate, TMA will provide a 360-degree PR and digital communications approach, helping CII reach new audiences, strengthen stakeholder trust, and drive greater engagement across its initiatives.

Authored By Kruttik Parekh, Lead PR & Corporate Communications at Rebel FoodsFor many years public relations was mostly understood to mean media relations, whether that be through press releases, interview requests or media email clippings. PR teams were often evaluated based on the number of mentions they achieved. The measure of success was only based on awareness. While media relations are still a valid function of public relations, it has changed significantly and is no longer seen in this way. PR was no longer simply a support function; it became a strategic driver of business impact through driving growth, shaping perceptions, and building trust among different stakeholder groups.Modern PR encompasses more than simply managing how your brand is viewed in the media. It has also quickly become a powerful tool for influencing decisions, creating alignment with business goals and outcomes, etc. Organizations need to be engaged and communicate effectively with diverse stakeholders, customers, employees, investors, partners, and regulators. That creates a pivotal role for PR in the storytelling process to draw the connection and elicit engagement, trust, and loyalty.Central to this evolution is integrated storytelling. PR that works is deeply integrated with business strategy, so with every campaign, message, or initiative closely aligned to the larger business aims. It does not matter if the company is launching a new product, entering a new market, or celebrating a corporate anniversary; the story must be the same: consistent, compelling, and meaningful. Therefore, PR professionals must develop an understanding of the business landscape and the brand's identity to ensure they translate business strategy into narratives that stakeholders can identify with and believe.One of the changes in the public relations (PR) field is the data-driven PR, which leads to the evolution of the entire PR function. Traditionally, the amount of articles or media exposure was considered the main measure of success. With the introduction of metrics, public relations teams have not only qualitatively but also quantitatively, with business-related data, been able to evaluate their campaigns. Engagement, sentiment analysis, share of voice, and even lead generation are some of the ways to measure PR campaign success. In addition, firms can determine the extent to which PR contributes to employee morale, customer engagement, brand trust, and hence revenue. The change in public relations from being a tactical support function to a strategic business driver was caused by its ability to measure and manage impact.Thought leadership has risen in significance just as the need for it is still very much in place. One of the key elements of contemporary PR is establishing top executives and brand leaders as reliable and credible sources of ideas within their area of expertise. By means of publishing articles, presenting at conferences, conducting interviews and using digital platforms, leaders are able to engage with industry conversations and change how the organization is viewed. Thought leadership reassures brand trust, draws talented people, makes investors see the value, and strengthens stakeholder engagement. The role of PR today is not only about message delivery anymore, but it is also about having insightful and meaningful dialogues.Reputation management and crisis preparedness have become important components of the strategic value of PR as well. In today’s dynamic, interconnected world, reputations can change in real-time. In order to protect brand equity, communication is necessary to build positive reputation management, transparency and communication, and follow up quickly as needed. PR professionals forecast possible issues, prepare key messages and allow for consistent communication at all times, and all of this important work helps organizations manage critical situations with their stakeholders. By managing reputational risk, PR is directly supporting long-term brand equity and organizational resilience.The transformation of public relations traces a major shift in the way companies perceive communication. PR is not considered a separate department but it has some common areas with marketing, corporate strategy, investor relations and customer experience, which means that an overall approach to engagement can be delivered. Such a merger allows public relations to influence various aspects of business, e.g. from market trust to business viability, and furthermore positions it as a source of sustained growth.In conclusion, the shift from traditional media relations to strategic PR not only acknowledges but also highlights a need for the emphasis: Communication is a tool of the business, not a publicity function. Those organizations that can identify this paradigm will be the ones to use PR as a strategy to change the views of their target audience, create a good rapport, and provide results that can be measured. The contemporary PR professional just doesn’t narrate stories; he is also a strategist, an analyst, and a reputation architect who has an impact on market conditions and his organization’s future. The companies that comprehend strategic PR and harness its potency will not only increase their visibility but also deepen their relationships with stakeholders and drive measurable business impact. In the current competitive new economy, modern PR is still a must-have for those organizations that want to grow beyond the norm.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Thrillophilia, India’s leading AI-powered travel platform for personalised multi-day tours and curated experiences, has appointed The Media Manifest as its official Public Relations partner. The association will focus on strengthening Thrillophilia’s brand presence and shaping conversations around how Indians discover and experience travel.Founded in 2011 by Chitra Gurnani Daga and Abhishek Daga, Thrillophilia has been at the forefront of transforming personalized multi-day tour and trip planning in India. With its AI-led approach, the platform helps travellers design complete itineraries from stays and transfers to unique local experiences. Today, Thrillophilia serves 100M+ users annually, offering 25,000+ experiences across 55+ countries, and enabling 300,000 bookings every year.Speaking about the partnership, Kinjal Shah, Co-founder of The Media Manifest, said: “We are excited to partner with Thrillophilia, a brand that is redefining travel for the new-age Indian consumer. At The Media Manifest, we believe in crafting narratives that go beyond traditional communication, connecting brands to audiences through authenticity and relevance. With Thrillophilia’s scale and vision, we see a tremendous opportunity to shape conversations around how India travels and to showcase the brand’s role in driving the future of experiential tourism.”Abhishek Daga, Co-founder of Thrillophilia, added: “At Thrillophilia, we’ve always believed travel is more than moving from one place to another; it’s about creating stories that stay with you. With The Media Manifest on board, we aim to share not just what we do, but why we do it, making travel more intelligent and personalised for every traveller. By combining our AI-driven insights with The Media Manifest’s storytelling expertise, we aim to not just amplify our presence but to spark conversations that influence how millions of Indians discover, plan, and experience travel in the years ahead.”Together with The Media Manifest, Thrillophilia aims to strengthen its brand presence, share consumer insights, and set a new benchmark for how Indian travel connects with audiences, moving beyond transactions to meaningful stories that shape the future of travel. The association also underscores Thrillophilia’s commitment to amplifying its voice within the industry and engaging deeply with stakeholders, travellers, and the larger community.As India embraces a new wave of travel defined by personalization, digital adoption, and a growing appetite for unique experiences, this partnership is set to amplify Thrillophilia’s presence and highlight its role in shaping the future of experiential tourism.

Authored By Smita Joshi, VP – Corporate Communications, Shriram Wealth Ltd & Shriram AMC“The shortest distance between two people is a story,” wrote American author and journalist Patti Digh — a thought I deeply resonate with. Stories stay with us longer than facts, and conversations often build more trust than statements. That’s exactly where podcasts today are changing the game for corporate communications. They’re not just another channel; they’re a space where brands can sound real, leaders can share unfiltered perspectives, and stakeholders can connect on a deeper level. On International Podcast Day today, it’s time to see podcasts as more than content as they are today’s most authentic storytelling tool for businesses. International Podcast Day is an annual celebration recognized on September 30th each year. It is a day dedicated to appreciating the art, technology, and community behind podcasting.Although podcasts have existed since 2004, their explosion in India is recent. With 105 million listeners in 2024 and an estimated 200 million in 2025, India is now the third-largest podcast market globally, behind only China and the USA, according to India Brand Equity Foundation (IBEF). With over 100 million people tuning in every month, digital audio has become a new way to access information, offering everything from fiction and news to interviews and narrative stories. This rise of audio consumption aligns with a broader shift in digital behaviour—video and voice are taking over social media as they grab attention, build stronger connections, and simplify communication. With shrinking attention spans and platforms prioritizing them, videos drive far higher engagement—Facebook videos alone get 10x more shares than other posts. Modern storytelling is evolving rapidly, and podcasts are definitely taking the center stage.The Power of Voice in StorytellingAt their core, podcasts are about building trust and loyalty. Numbers and data inform, but stories inspire and connect. When leaders narrate experiences in their own voice, viewers watch and listen everything – their tone, pauses, and emotions, creating an intimacy that written communication cannot replicate. A leader describing how a product was built or what values drive a company – their challenges, achievements, vision sounds far more relatable when heard directly, rather than read on a website, blog or news article.Meeting the Demand for AuthenticityThe growing popularity of podcasts also mirrors a broader shift in audience behaviour. Consumers, investors, and employees no longer want polished corporate speak, they crave authenticity. Unlike social media posts or press releases, a 20 to 30 minutes podcast offers depth and genuine connection. It creates space for deeper conversations, candid reflections, and real stories that resonate far beyond headlines.A Platform for Diverse VoicesPodcasts give organizations the flexibility to share stories from all corners of the business, revealing insights that are often hidden behind the headlines. Instead of repeating polished corporate messages, the episodes highlight real experiences, how teams collaborate to solve complex problems, how innovations are brought to life, or how customers interact with products in meaningful ways. By presenting these perspectives, podcasts offer a richer, more nuanced understanding of a company, making the brand feel authentic, approachable, and human.Building Trust Through ConversationsTrust is one of the most valuable corporate assets, and podcasts are uniquely equipped to build it. Audiences switch off when they hear jargon or scripted messages, but when leaders admit challenges, discuss failures, or reflect openly on industry shifts, they appear more relatable and trustworthy. These unscripted moments humanize corporations, positioning them as communities with voices, not just businesses with balance sheets.External and Internal ImpactThe adaptability of podcasts makes them powerful across audiences. For external stakeholders, they reinforce thought leadership, offering insights on regulatory changes, industry trends, or customer needs. For employees, especially in hybrid work environments, internal podcast series can foster connection, engagement, and shared culture across geographies. Whether inward- or outward-facing, podcasts offer flexibility and impact that traditional formats often lack.The Voice of the FutureOn International Podcast Day, it’s worth recognizing that podcasts are not a passing trend. They are a bridge between formal communication and genuine conversation. They give businesses the chance to step down from the pedestal and speak as people first. In a world where attention spans are short, but trust is scarce, podcasts are powerful advantage.At Shriram Group, our leaders have always believed that trust is built through conversations, not just statements. Whether it’s sharing the vision behind new businesses, reflecting on challenges, or speaking openly about opportunities, our leadership embodies the same authenticity that makes podcasts such a compelling medium.Podcasts carrying stories are here to stay, reshaping how businesses communicate, connect, and build trust. For leaders and communicators ready to embrace authenticity, podcasts are not just the tool of today, they are the voice of tomorrowDISCLAIMER: The views expressed are solely of the author and THEPRPOST.COM does not necessarily subscribe to it.

Media Maniacs Group celebrated third anniversary of its success. Media Maniacs is a renowned PR and Digital Marketing Agency that provides a full suite of services,from PR, Digital Marketing, and Influencer Marketing to Web Development, Graphic design,and content Marketing services.Media Maniacs Group is a well-organized team of experienced public relations professionals and digital media experts who create ideas, strategies and action plans to produce results that keep the clients ahead of competitors. The group caters to diverse industries spanning from real estate, IT, Education, art & culture to agriculture, sports, lifestyle, hospitality and healthcare. Carving a niche for themselves, Media Maniacs successfully handled all media activities for its clients, including strategic media planning, brand building, PR activities, product launches, press events and other outreach activities. The third anniversary marked an evening full of fun and laughter and memories as Media Maniacs team charted another milestone together. The team celebrated the power of unity, creativity carving new memories along the way. Media Maniac’s success formula is its dedicated team members. Team members at all levels are encouraged to share their opinions and ideas on different projects. Building a sense of ownership in their services, and enabling them to provide top-notch services and maintain a coherent relationship with the clients. Surabhi Trivedi, Founder of Media Maniacs Group, shared her excitement and gratitude on this significant milestone. “This achievement is a true reflection of the hard work and creativity of our dedicated team, along with the continued trust and support of our esteemed clients. Media Maniacs began as a vision, and thanks to the passion and collaboration of our talented team and partners, we’ve been able to transform that vision into a thriving reality. As we move forward, our focus remains on improving efficiency and delivering highly personalized solutions that meet the unique needs of our clients and their audiences. This success inspires us to keep pushing boundaries and setting new standards.”

The Reppro, an emerging PR agency with a growing focus on education and international higher education, has been chosen to lead the India communications mandate for the University of Worcester — a UK institution widely recognised for its teaching excellence, student support, and leadership in sustainability. The partnership aims to raise the university’s profile in India, strengthening its connection with students, parents, and education partners at a time when overseas study options are expanding rapidly.For The Reppro, the win marks another step in its expanding higher education portfolio across India and South Asia, underscoring its expertise in positioning global universities in one of the world’s most competitive student markets.Nick Slade, DPVC International and External Affairs, University of Worcester, said: “The University of Worcester continues to grow its presence in India. Through this partnership with The Reppro, our focus will be on strengthening our engagement in the region with strategic public relations initiatives that highlight who we are and what we stand for. Ranked Joint 1st in the UK for Quality Education in the THE Impact Rankings 2025 and consistently among the top 10 for Gender Equality, we are equally proud of our strong employability outcomes, with most of our graduates moving into work or further study soon after completing their degrees. This collaboration is about building bridges, connecting students, educators, and partners in India with the opportunities and values the University of Worcester represents worldwide.”The University of Worcester has earned consistent recognition in the UK for its teaching quality, student satisfaction, and inclusive environment. It has been shortlisted for national awards, including University of the Year, and is widely regarded as a leader in sustainability within higher education.Amit Gupta, Founder of The Reppro, said, “A university’s reputation today is built on academic excellence and how well it connects with students’ aspirations, values, and career goals. The University of Worcester combines academic excellence, inclusivity, and a strong commitment to sustainability, qualities that matter to Indian students and families making important decisions about higher education. Our role at The Reppro is to highlight these strengths in a way that informs and inspires, while also contributing to the broader conversation on how global institutions engage with India, one of the world’s most dynamic education markets.”This partnership signals The Reppro’s continued focus on higher education, as it works with universities worldwide to strengthen their presence in the Indian student market. At the heart of its approach is creating communications that bridge global institutions with the priorities of Indian students and their families, from academic quality to career prospects and campus culture. With international education becoming increasingly competitive, The Reppro aims to help universities like Worcester stand out by aligning their strengths with the aspirations of Indian students and by shaping narratives that matter to both students and stakeholders.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. 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 era where content fatigue and digital noise drown out most brand messages, P4C stands out by anchoring its communication strategy in journalistic depth and creative intelligence. In this exclusive interview with Adgully, Sabarinath M, Founder and Managing Director of P4C, who brings a unique lens shaped by years in journalism, shares how this transition has influenced a bold, content-first PR model. From breaking away from traditional agency structures to navigating the post-COVID demand for realism, agility, and strategic storytelling, he discusses why the future of PR lies not in press releases, but in purposeful, business-driven narratives.You have had a unique journey from journalism to founding P4C. How has this transition shaped your perspective on communication and brand building?Journalism allows you to manifest your ideas on individuals, enterprises and brands by blending news, facts and data. These ideas inform, educate and help to establish a deeper connect with readers. When a journalist becomes a communication strategist, he or she needs to see brand building from a fresh perspective. Every brand is endowed with a unique story. You need to deep-dive and understand the story, and draw up out-of-the-box brand narratives to fuel excitement among its stakeholders. The strategies emerge from the blending of imagination and realism. While you explore an extraordinary narrative, your experiences in journalism will help you stay grounded.PR is no longer about press releases; clients demand impact at speed. How is P4C breaking away from traditional agency models to deliver agility and credibility at the same time?P4C has always been a proponent of powerful content to narrate brand stories. In fact, the DNA of the organisation rests solely on content. We feel that the content that is derived out of deep research, thinking and stylistic writing brings a lot of credibility. An eye-catching story idea or a campaign will exponentially raise brand awareness than a conventional release. Though we remain committed to clients’ need for agility, as Peter Ducker famously said, “True agility requires more than speed. It requires strategic insights and proactive approach.” We abide by this maxim.In a cluttered market where everyone claims storytelling, how do you separate a truly powerful brand narrative from a glorified marketing pitch?At a time when people are influenced by social media, glorification brings with it the dangers of brand fatigue. A realistic story is far more appealing than an overhyped narrative. Recent successful brand promotions are skewed towards realism than glorified pitches. We at P4C strongly believe that narratives that stem from the genuine thinking of collective minds can separate the men from the boys.Many legacy brands are rebranding aggressively. Do you see this as genuine reinvention or just cosmetic makeovers to stay relevant? How should PR firms call out the difference?Legacy is no longer a buzzword in an ever-transitioning society, which swears by instant gratification. Hence, brand repositioning is inevitable and cosmetic makeovers will not have a lasting impact. Legacy brands that make a critical difference are the ones which reinvent the business model in tune with the needs of futuristic market place and re-orient the brand narrative. We were recently part of a brand transformation exercise initiated by a 75-year-old manufacturing company. From a pure commodity play, it has repositioned as an FMCG company, which makes products for futuristic businesses. We have successfully executed a holistic brand communication exercise, reflecting the change.Reputation management today is about culture, ethics, leadership and even CEO tweets. How should agencies prepare brands for this always-on, always-judged environment?Preserving cultural excellence and ethical leadership is the hallmark of any good enterprise. The communication specialists have a great role to play in mitigating risks pertaining to reputation. Gathering market intelligence and training are two critical tools that keep reputational risks at bay. We do periodic market surveys and leverage social listening tools to analyse reputation quotient. The findings can be used for course correction using fresh narratives. We also have an in-house training programme called ‘Media Pulse’, which prepares top management to deal with complexities in media and social media environment.With AI writing, analytics predicting, and platforms constantly shifting, is the PR professional of tomorrow more likely to be a techie, a strategist or a storyteller?While AI can disrupt the PR industry in myriad ways, agencies that diligently practice ‘Creative Intelligence’ will stay relevant. Creative Intelligence is a term introduced by award-winning psychologist Robert Sternberg in 1985. It is the ability to invent solutions to new problems. PR professionals have to confront many problems on a regular basis. We need to transform into creative strategists and come up with innovative solutions that technology cannot fathom. P4C has created out-of-the-box packages like ‘Bharat Connect’ to reach out to smaller cities of India.PR often gets squeezed between marketing and digital budgets. What is your take on PR’s true ROI and how can agencies like P4C demand a bigger seat at the CMO’s table?In a fast-changing world, PR is probably the only marketing tool that ensures long-term reputation. If organisations want to last for longer years, they need to build trust and reputation. There is an increasing realisation that PR can make a significant long-term impact. The only hitch is that there are no technological tools to measure and validate PR’s effectiveness. The industry is addressing the issue. The emergence of scientific measuring tools will propel prominence of PR, going forward.If you had to bet big, what is the one wild but inevitable change you see redefining PR and communications in India by 2030?PR is undergoing a major transformation. From being an important tool to bolster reputation, it is gradually metamorphosing into a solution-driven business navigator helping organisations to grow businesses. Apart from the regular communication mandates, an evolving PR eco-system can provide tools to nurture and grow the business. For example, intelligence reports, white papers, brand reputation audits, customised events and many more things. Going forward, the one big change will be offering solutions, which can improve efficiencies of specific business goals.

Specsavers has appointed Ogilvy PR to handle its earned communications activity across Australia and New Zealand, following a competitive pitch process. The account was previously managed by agencies including Mango NZ, AMPR, and Health Haus.Ogilvy PR, together with New Zealand agency One Plus One, will manage Specsavers’ strategic national consumer public relations plan. The remit includes strengthening the brand’s presence and consumer connection across both markets, working in collaboration with existing partners EssenceMediacom and TBWA.The appointment marks a consolidation of Specsavers’ PR efforts in the region and signals a renewed focus on integrated earned-first communications. Ogilvy PR will be responsible for developing and executing campaigns that reinforce Specsavers’ positioning in optical and audiology services, with the first work expected to roll out by the end of the year.As part of the global Ogilvy network, Ogilvy PR brings experience in delivering large-scale, insight-driven campaigns for international brands.

Ginger Hardage, former Senior Vice President of Public Relations at Southwest Airlines and founder of consultancy Unstoppable Cultures, has passed away at the age of 70 after battling cancer.Hardage joined Southwest Airlines in 1990 and spent 25 years with the company. She led a team of more than 150 people and played a central role in strengthening the airline’s culture and communications during a period of rapid growth. She retired in 2015.Before her career at Southwest, Hardage worked at Life Insurance Company of the Southwest and Maxus Energy Corporation. Following her retirement, she founded Unstoppable Cultures, a consultancy focused on organizational culture.Over the course of her career, Hardage was recognized with several top industry honors, including induction into the Page Hall of Fame, the Leadership Legacy Award from the Plank Center, and recognition as one of Texas’ Most Powerful and Influential Women.She also contributed to nonprofit and professional organizations, serving as global chairman of the board of Ronald McDonald House Charities, as a board member at Trinity Park Conservancy, and as a trustee for the Page Society.Hardage graduated from Texas Tech University and built a legacy in public relations and corporate culture leadership over four decades in the communications industry.

Boomerang Collaborations, a dynamic media buying and advertising agency headquartered in Noida, has bagged the Public Relations (PR) and Event mandate for AIIFA SteelEx 2025.As the official PR and Event partner, Boomerang Collaborations will drive media outreach, stakeholder engagement and on-ground activations designed to maximize the event’s reach and ensure powerful industry-wide impact.The prestigious industry event, backed by the Ministry of Steel, will be hosted in Mumbai and is set to be one of the year’s most impactful gatherings for India’s steel sector.Speaking on the milestone, Shrey Goel, CEO of Boomerang Collaborations, said:“We are proud to partner with AIIFA SteelEx 2025, an event that holds immense significance for the steel sector and India’s industrial vision. At Boomerang Collaborations, our focus has always been on delivering creative, impactful campaigns and this mandate gives us the opportunity to further showcase our expertise on a national platform.”Adding his views, Shri Kamal Aggarwal, Secretary General of the AIIFA Sustainable Steel Manufacturers Association (formerly known as the All-India Induction Furnaces Association), said:“Boomerang Collaborations has been a trusted partner for us since Bharat Mandapam 2023, where they delivered an exceptional PR experience. Their professionalism, creativity, and commitment to detail have consistently impressed us, and we are delighted to continue this association for AIIFA SteelEx 2025. We are confident that with their support, this year’s event will achieve greater visibility and impact.”Over the years, Boomerang Collaborations has successfully executed a series of high-profile PR events for brands and organizations across industries.

Authored by: Rohit Khatua, 'Integrated Marketing & Communication Leader'India’s consumer behaviour is changing faster than ever before. With 806 million internet users, rapid digital adoption in urban and semi-urban markets is changing the way that Indians discover, evaluate and buy products. For marketers & advertisers it is critical to understand and leverage these dynamic paradigm shifts, for their businesses in 2025 and beyond. So, what are the key factors that now increasingly define how consumers discover brands, consider them and finally choose to make their purchases?Social Media Takes Center Stage in Brand DiscoveryTraditional advertising channels viz. TV, print, & out-of-home (OOH) are no longer the primary avenues for brand discovery. 58% of consumers report discovering new businesses and products via social media, outperforming traditional search avenues. Today’s consumers, especially the youth, discover brands via social media, e-commerce through short-form videos and user generated content (UGC). Platforms like Instagram, YouTube Shorts etc have become the modern-day marketplace, where engaging content and viral trends drive curiosity and interest.For advertisers this is a paradigm shift. Campaigns, once based around high-cost cinema and TV, are now shifting to digital-first storytelling. Snackable and shareable creative content, optimized for platforms are absolutely essential for brands who don’t want to risk losing visibility.Influencer Credibility Outshines Traditional AdvertisingConsumer trust is also undergoing a notable shift. Gen Z and millennials in today's marketplace don’t rely on mass advertising as a decision influencer as much. In fact, 70% of millennials prefer product recommendations from their favorite influencers and 87% of Gen Z respondents said they’d be willing to buy products based on influencer endorsements. Social influencers and digital creators facilitate consideration and purchases far more than before. Trust is quite subjective. For instance, younger consumers look for validation in the digital world but senior consumers depend on endorsements from like-minded community members. As a result, advertisers will prefer a multi-faceted strategy to take advantage of influencer partnerships for younger audiences, and maintain credibility and recommendations from older audiences.Vernacular Content and Local Narratives Gain GroundIndia’s digital expansion is rather regionally nuanced. Over 60% of influencer content is now featuring vernacular languages beyond English and Hindi mirroring consumption patterns. Whether a Youtube ad, Instagram reel in Tamil, or Hindi-focused influencer campaign, the regional authenticity hits hardest compared to a one-language-fits-all approach.Localized and regional content improves engagement and highlights respect for culture and sensitivity to context, which in turn creates deeper emotional connections. Rise of Affordable Luxury Among Young ConsumersYoung consumers harbour a desire for aspirational brands, balanced with affordability. They are looking for products and experiences that feel premium yet manageable, driving what’s called “affordable luxury”. Whether it is skincare, electronics, fashion or dining, consumers are more willing to spend on a product that elevates their lifestyle while remaining financially feasible.For advertisers, this duality means carefully crafted pricing combined with clear articulation of product value propositions.Purpose-Driven Branding Becomes a Core ExpectationPurchasing choices are not just transactions anymore. This generation of consumers are gravitate towards brands whose values extend beyond the pursuit of profits and not at the expense of the planet or society. Whether that be sustainable packaging or inclusive advertising, or perhaps ethically sourced products, greater brand loyalty lies with brands that are driven by "meaningful purpose". With 2/3rd consumers preferring socially responsible brands, over 50% of corporate brands today are committed to various impact causes.Today's campaigns will need to integrate social and environmental awareness into the brand's core narrative and demonstrate it to the audience.Seamless Omnichannel Journeys Redefine Experiences73% of shoppers display omnichannel movement before the purchase. The contemporary Indian consumer does not distinguish between online and offline experiences; they are effortlessly sliding between both. Most consumers surf product reviews over the internet, take a glance at ratings, compare offers, and buy offline. there are some consumers who scout for stores offline and make a full online sale. Such omnichannel activity requires seamless integration between channels.For marketers and brands, it implies that design for customer experience needs to be integrated prompt availability, abundant information, consistent pricing, preference-based recommendations, and after-sales service. Tier-2 and Tier-3 Markets: The New Growth FrontiersIn the first phase of post-liberalization growth, metros have driven consumer behavior and adoption trends. Lately, over 60 percent of e?commerce transactions now originate from Tier 2 and Tier 3 cities, signalling a retail shift beyond metros. There is a growing appetite for branded products, digital payments, and global experiences thanks to increasing internet and social media penetration and rising disposable incomes. As a result, advertisers will need to refocus on geographic thinking and strategies. Metro-focused campaigns might not work for smaller towns, and brands need to realize regional elements, price sensitivity, and cultural values. The Attention Economy Shift: Snackable and Interactive FormatsIn India, video commerce is currently estimated at $0.3-0.5 billion GMV in 2024, but as digital adoption deepens and consumer behavior evolves, it is set to grow ten-fold to $3.5-5 billion by 2029. With the advent of social media, ecommerce and OTT platforms, attention spans are shrinking.  Consequently, short-form videos, popular memes in converged media and live commerce are gaining prominence as consumed content. New mediums like interactive polls, augmented-reality filters, gamified advertising and immersive experiences are no longer solely for entertainment but also present engagement (and purchase) opportunities. Brands that can adjust quickly to this environment will see a larger disruption from the general advertising clutter.Conclusion: Identify, Embrace and Leverage the New Consumer ParadigmsBrands that transition quickly by making meaningful narratives, by engaging influencers, developing local content for customers, and developing consistent omnichannel journeys, will be best set for longer-term success. The future belongs to marketers who comprehend the non-linear, non-predictable and non-uniform ways in which consumers are acquired and retained.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

The Public Relations Consultants Association of India (PRCAI) hosted the second edition of PRana 2025: The India RISE Story on September 10, 2025 at the Taj Palace, New Delhi. The idea and story convention brought together more than 20 eminent speakers, over 200 C-Suite leaders, communicators and storytellers to deliberate on how India’s Reputation, powered by Innovation, Sustainability and Entrepreneurship (RISE), will accelerate its journey to Viksit Bharat.Smt. Smriti Irani, Former Cabinet minister, unveiled the PRCAI Survey Report, ‘India’s Place in the New World Order’, developed in collaboration with Astrum Advisory. The study captured the views of 123 CEOs across six cities, finding that 84% of CEOs believe India’s best days lie ahead, and 89% are confident in India’s growth story. The report highlights reputation as the most valuable currency for India’s economic progress and global leadership. The findings showed that Chief Executive Officers see climate readiness, geopolitical positioning, digital innovation and human capital as India’s biggest levers for global leadership, while also recognizing communication and reputation management as essential tools in translating progress into global influence. The study further revealed:· 93% feel that government has been effective in enabling India’s global rise· 92% believe India’s global positioning is strong· 89% are confident in India’s growth story· 54% believe India is using strategic communications to shape its global image very effectivelyThe findings underscored that India, under the Prime Minister’s leadership, is advancing strategically. At the same time, CEOs cautioned that policy unpredictability, AI-related risks, and perception gaps around civic and environmental issues could undermine global confidence if not addressed.In a wide-ranging dialogue, Smt. Smriti Irani, Former Cabinet Minister said, “Reputation in public life is tested not by speeches or photo opportunities but by delivery. It is when a child reaches school well-nourished, when a woman finds safety and economic independence, when a family sees fairness in governance. These are the moments that earn trust, and it is this trust that ultimately defines India’s credibility to the world.”Smt. Irani positioned women as central to India’s reputation-building, highlighting how their leadership across politics, business, and culture reinforces values of resilience, ambition, and inclusivity. In doing so, she added, “Issues like sanitation, menstrual health, and women’s safety were once taboo. Addressing them openly, through governance and leadership, is what truly reshapes reputation. Women are not just participants in India’s rise; they are central to building its credibility.”She also reflected on India’s evolving identity by noting: “Brand India is in a moment of evolution. Brands don’t die because they don’t succeed, they die because they don’t evolve.”Defining India’s RISE StoryPRana 2025 was designed around four dialogues — Entrepreneurship, Innovation, Reputation and Sustainability delivered through high-impact formats: 300Wise Leader speeches, powerful fireside chats, and multi-dimensional panels. The discussions included entrepreneurs challenging the obsession with valuations, asking instead how India can build companies that are trusted as much as they are valued. Policymakers made the case that India’s credibility will not come from announcements but from predictable and transparent delivery.PRana 2025 also marked a special milestone with PRCAI unveiling its 25-years logo, highlighting the association’s role in shaping the Indian PR industry into a strategic partner in nation building narrative. As India steps onto the global stage with greater confidence, PRana 2025 made one message clear: reputation is not a soft measure, it is the hard currency of credibility. The choices we make in boardrooms, in policy, and in civic life and stories we tell will decide whether that trust endures for the next 25 years and beyond.During the PRCAI 25-years logo unveil, Kunal Kishore, President, PRCAI said,  “PRana 2025 and the launch of our Brand India Reputation Report demonstrate the power of leadership in shaping narratives. Reputation today is not just communication, it is strategy — it determines trust in boardrooms, credibility in markets, and influence on the world stage. At PRCAI, we see it as our responsibility to build platforms like PRana that help leaders, entrepreneurs, and policymakers recognize reputation as the capital that drives India’s rise”.“Communications is no longer a channel that only carries messages, it is a force that shapes influence and trust. With India marching towards Viksit Bharat, we are entering a new era of ‘Reputation Capital’ that will drive brand value and national impact in the years to come, much like financial capital drives economies. We are bringing that shift to light at the PRana platform converging India’s icons, key voices and reputation architects,” said Deeptie Sethi, CEO, PRCAI.PRana 2025 featured over 20 eminent voices from diverse spheres of influence. The prominent speaker line-up included Smt. Smriti Irani, Former Cabinet Minister, Shri Jayant Sinha, Former Union Minister of State for Finance and Civil Aviation & President, Eversource Capital and several reputation drivers and achievers including Manish Sabharwal, Co-Founder & Chairman, TeamLease Services; Suresh Khadakbhavi, CEO, DigiYatra Foundation; Naina Lal Kidwai, Chair, Rothschild India & India Sanitation Coalition; Gaurav Gupta, Creative Director of Gaurav Gupta Studio; Vaishali Nigam Sinha, Co-Founder, ReNew & President, UN Global Impact Network India; Suresh Narayanan, Former Chairman & Managing Director, Nestle India Limited; Aditya Ghosh, Co-Founder, Akasa Air, Founder of Homage Advisers; Chetna Gala Sinha, Founder, Mann Deshi Foundation; Vikram Chandra, Founder of Editorji Technologies; Amish Devgan, Managing Editor, News18 Hindi; Aabha Bakaya, Founder & CEO, Ladies Who Lead; Nandini Bhalla, Editor-in-Chief of The Word Magazine; J. Sai Deepak, Senior Advocate, Delhi High Court; Rajeev Masand, COO, Dharma Cornerstone Agency & Leading Film Critic; Shri Pushyamitra Bhargav, Mayor, Indore, and Anvitaa Dutt, Filmmaker, Screenwriter & Director; and India Climber & Reliance Foundation Athlete, Kaamya Karthikeyan.

Authored by: Ankita Juneja, Country Head - India, RedhillThe Matrix Moment for PR in IndiaIf there is one uncomfortable truth that the PR industry has lived with for decades, it is this: we don’t have our own matrix. At a time when every other marketing function can throw up a dashboard with conversion rates, leads generated, or impressions delivered, PR often walks into the boardroom with stories, relationships, and reputation narratives—things that are invaluable, yet notoriously hard to quantify.For a long time, this imbalance didn’t matter much. Reputation was considered intangible, and executives trusted PR teams to handle it with intuition and expertise. But the ground has shifted. As marketing has become almost entirely data-led, decision makers are asking sharper questions of PR: What did this story achieve? How did this campaign help sales? How is brand sentiment shifting in measurable ways? Without credible answers, PR risks becoming a peripheral function, rather than a strategic partner.Why the lack of metrics is negatively impacting PRIn India especially, where marketing budgets are being reallocated heavily towards digital, PR often struggles to defend its share. Digital marketing shows ROI in numbers that travel straight to the CFO’s spreadsheet. Meanwhile, PR reports sometimes still rely on clippings books or inflated reach figures. This disparity doesn’t just undermine the industry; it risks sidelining PR professionals in the conversations that matter most—those happening at the CXO table.What many of us underestimate is the long-term consequence of this gap. Without matrix, PR is left out of strategic decision-making. Without matrix, younger professionals don’t see a clear way to prove their impact and, in some cases, even understand the impact of their work themselves. Without matrix, we risk being seen as “nice-to-have” rather than “must-have.”Changing how we workSolving this is not just about adopting better tools. It demands a fundamental shift in how we work. Traditionally, PR agencies have presented clippings, tonality, and volume of coverage as the final output. But today, that is just the starting point.To make our work truly measurable, agencies and in-house communication teams need to work far more closely with marketing and digital teams. For example, if a major story appears in a Tier-1 publication, do we also track the spike in website visits during that period? If a thought leader is profiled on LinkedIn, do we measure whether their follower count, profile views, or inbound requests increase as a result? If a press announcement trends on social, do we connect it to referral traffic or new leads generated?These are not insights an agency can capture in isolation. They require collaboration between PR, corporate communications, marketing, and sometimes even sales teams. Clients, too, need to come to the table with clarity on what business outcomes matter most—whether it’s investor confidence, talent attraction, lead generation, or policy influence. Only then can we build a measurement framework that is not generic, but genuinely reflective of a brand’s priorities. This also means investing into tools that can do the required data crunching and insight sharing which is currently in a chicken and egg situation loop – corporates not wanting to spend on efforts which are primarily “earned” but that’s the shift we collectively need to be able to plan, execute and reinforce insights driven communications. Building India’s own measurement grammarThe good news is that Indian tools are evolving rapidly. Platforms like Wizikey or Kanalytics allow brands to go beyond coverage numbers and track sentiment shifts, competitive benchmarks, and real influence across languages and geographies. When paired with Google Analytics, CRM dashboards, and LinkedIn analytics, these tools allow us to tell a fuller story—one that connects coverage to brand momentum.But measurement cannot be one-size-fits-all. A consumer brand chasing festive sales will need a very different matrix from a B2B tech firm seeking credibility with CIOs, or a startup preparing for fundraising. This is where the role of PR professionals changes: from delivering clippings to consultants co-creating metrics with clients.From storytellers to story-sellersThe future of PR in India lies in marrying storytelling with accountability. We cannot abandon the relationship-building, credibility, and context-setting that make PR unique. But we can no longer afford to be vague about impact either. Our role must evolve into being storytellers who also sell the story internally—with numbers, evidence, and insight.The Barcelona Principles, now in their third iteration, give us a global north star: measure outcomes, not just outputs. But in India, where cultural nuance and media diversity are so high, we need to adapt these principles thoughtfully. It’s not about proving that PR can be digital—it’s about proving that PR can be decisive.A collective responsibilityUltimately, measurement is not the agency’s job alone. It is a collective responsibility. Agencies, corporate communications teams, marketing departments, and clients must all align on what success looks like and how it will be tracked. If one side is still operating in silos—reporting clippings without context, or refusing to share marketing data—the chain breaks. The only way forward is to build a more collaborative ecosystem where everyone participates in defining and measuring impact.The call to action and the time is nowThis is PR’s “matrix moment.” If we continue to treat measurement as an afterthought, we risk irrelevance. But if we embrace it as an integral part of strategy, we gain not just a seat at the table but a voice that shapes the agenda. PR has always been about influence. The challenge now is to influence with clarity—and with proof. Numbers don’t replace narratives; they reinforce them. The sooner we as an industry learn to combine both, the stronger and more future-ready we will be.DISCLAIMER: The views expressed are solely of the author and ThePRPost.com does not necessarily subscribe to it.

On the occasion of its 14th Foundation Day, PR Professionals (PRP), a leading integrated communications firm and the flagship of the PRP Group, launched IOwnGurugram, a community-led civic responsibility campaign aimed at inspiring citizens, corporates, and communities to take proactive ownership of the city’s well-being. While Gurugram, known as the Millennium City, is celebrated for its modern growth, it has also been grappling with several infrastructure and urban challenges. The campaign calls on citizens to take ownership wherever possible and work alongside authorities and the government to address these issues.To mark the beginning of IOwnGurugram, over 100 PRP employees at its HQ, Gurugram, rolled up their sleeves to tackle on-ground civic issues around their office vicinity in Gurugram. They began by filling dangerous potholes on MG Road in front of their office hazards that posed safety risks, caused traffic congestion, and damaged vehicles. Additionally, they cleaned the areas and pavements around the Guru Dronacharya Metro Station. The team, led by PRP Group’s Founder Sarvesh Tiwari, CEO Sanjay Gupta, and Executive Director Rahul Kashyap, collected approximately one ton of garbage from the streets. Residents and passersby also joined the movement, extending their support and appreciation. This symbolic yet impactful start perfectly embodied the movement’s core philosophy: act instead of complain. Beyond cleaning and pothole-filling, PRP team members led an awareness drive, engaging with auto drivers and small food stall owners to encourage them to keep their surroundings clean. The campaign’s driving slogan is: “Hum Sudhrenge, Jag Sudhrega” (“If we improve ourselves, the world will improve”).Speaking about the initiative, Sarvesh Tiwari, Founder & Managing Director, PR Professionals, shared, “Gurugram is not just where we work; it is our home. And just as we care for our homes, we must also care for our city. On PRP’s 14th Foundation Day with #IOwnGurugram, we aim to transition from being passive observers to active problem solvers. This city’s challenges are ours to address, and it’s high time we take ownership of them. Through this initiative, we want to stand shoulder-to-shoulder with fellow citizens, local authorities, and the government to make Gurugram a cleaner, safer, and better place to live.”Beyond its excellence in communications, PR Professionals has a strong commitment to social welfare. During the COVID-19 pandemic, the company supported marginalized communities by providing food and rations to around 500 stranded migrant laborers and advocated for hundreds of Indians stranded in Japan, ensuring their concerns reached the government. It also adopted 135 children who lost their parents during the pandemic, funding their education until their eldest family member becomes financially independent. Founded in 2011 by Sarvesh Tiwari, a seasoned communication expert with over two decades of experience in the media, government, and corporate sectors, PR Professionals is the flagship of PRP Group. Tiwari currently serves as Chairman of the Public Relations Society of Delhi (PRSD). The firm offers end-to-end branding and customized public relations solutions that help businesses become market leaders. From its humble beginnings, PRP has grown to 12 offices in India and six overseas, with a 250+ member team united by Tiwari’s passion for excellence and commitment to social responsibility.

Authored by: Sarvesh Tiwari, Founder & MD – PR ProfessionalsIn Midnight’s Children, Salman Rushdie writes of Saleem Sinai’s life being “handcuffed to history,” his personal story shaped and reshaped by the events of the nation. The reverse is also true: a nation’s sense of itself is shaped by the personal stories its children grow up hearing. What happens when those stories change? We are about to find out.The recent NCERT revisions removing chapters on the Delhi Sultanate and Mughal Empire are more than adjustments to a syllabus. They represent a reordering of the historical imagination. The lessons learned between the ages of eight and eighteen become the scaffolding for how people see the world, speak to each other, and explain themselves to outsiders.By replacing much of the medieval Islamic period with an emphasis on ancient Indian dynasties, sacred geography and contemporary governance achievements, the curriculum is planting different reference points in the minds of millions. This will inevitably influence corporate messaging, diplomatic language, cultural marketing, and the texture of public debate in the years to come.How Narratives Shape CommunicationExperienced communicators know that societies are bound together by shared narratives. These are not simply historical facts; they are frameworks for meaning. For decades, Indian school history has offered stories of both fusion and resistance: Akbar’s attempts at religious accommodation alongside Shivaji’s defiance, Mughal architectural mastery alongside the innovations of Vijayanagara. This range has enabled rich and layered storytelling across politics, diplomacy, advertising and cultural promotion.When the medieval Islamic period receives less attention, the balance shifts. Pride in ancient heritage may deepen, but familiarity with cultural blending could diminish. That changes the communicative vocabulary of an entire generation.The Early SignsCommunications agencies have begun to notice the difference. Young recruits often speak with assurance about ancient achievements, yet hesitate when a campaign calls for celebrating fusion traditions or Indo-Islamic heritage. If this continues, the change will be visible across multiple fields:Corporate Communications: Brands that once comfortably drew on Mughal design motifs or Indo-Persian culinary traditions may find fewer communicators equipped to tell those stories.International Relations: Diplomats rely on shared history to build rapport. Downplaying the medieval period could make it harder to connect with Pakistan, Bangladesh, and Central Asian neighbours.Tourism and Culture: India’s global appeal rests partly on its reputation as a civilisation that harmonises contrasts. Marketing icons like the Taj Mahal or Hindustani music without understanding their blended origins risks producing thinner, less compelling narratives.What This Means for Public DiscourseOver time, the change may narrow the range of reference points in public conversation. Political speeches, editorials and even social media debates currently draw from a wide historical spectrum. The ability to invoke both Akbar and Shivaji, both Mughal gardens and Chola bronzes, enriches the national dialogue.When these shared touchstones fade, public debate can lose nuance. Without a common historical framework for coexistence, discourse risks becoming more polarised and binary.Soft Power Under PressureInternationally, India’s soft power has long rested on its ability to reconcile contradictions — ancient and modern, Hindu and Muslim, local and global. This has given Indian professionals a natural advantage in multicultural environments and allowed the country to play mediator in complex disputes.If future communicators are less comfortable with synthesis, this advantage could weaken. India might begin to be seen as a nation that values purity over plurality, narrowing its cultural and diplomatic reach.The Sophistication GapThere is also the risk of a “sophistication gap.” In global business and diplomacy, success often depends on holding multiple perspectives in mind. A simplified historical education could produce professionals who are confident but less capable of navigating complexity.Bridging the DivideThe answer is not to reverse the curriculum changes, but to supplement them. Corporate training, cultural exchange programs, and professional workshops can deliberately reintroduce historical and cultural nuance. This is not about political balance; it is about giving communicators the full set of tools they need in a diverse world.India’s most compelling stories have always been those of synthesis. The Taj Mahal was the work of Persian architects and Indian artisans. Bollywood thrives by mixing Hollywood craft with folk theatre tradition. The country’s tech sector blends ancient philosophical ideas with global innovation. These stories will remain relevant — but passing them on will require intention.The Larger StakesThis educational shift represents a natural evolution in how nations tell their stories. The emphasis on ancient heritage and sacred geography may strengthen cultural confidence and deepen connections to India's foundational narratives.The question is how to ensure this enhances rather than limits India's communicative range. The most resilient communicators draw from the fullest possible palette of references. Whether discussing ancient innovations or medieval marvels, each adds depth to India's global voice.The Path ForwardThis suggests a complementary approach: allowing the curriculum to build stronger foundations in ancient heritage while ensuring other historical dimensions remain accessible through cultural institutions and professional development. Higher/specialised education, corporate training programs and museums can serve as fountains of the broader narrative.We are a unique nation for we are ancient yet modern and diverse yet unified. This ability to be many things at once has been our greatest strategic asset. The most effective communicators impeccably weave together threads from Bharat's vast tapestry. Ensuring that the future generation shouldn’t just inherit pride in their heritage rather they should be aware of its complexity. The Continuing StoryIndia's story is still being written. Each generation adds new chapters while deciding which earlier ones to emphasize. What matters is that India's communicators retain access to the full library of the nation's experiences.The most compelling stories embrace the attractive complexity of human civilization. If embraced, the splendid intricacies of human civilization can become the most compelling stories. Call it Bharat or Hindustan, only when Vedic seers and Mughal poets or Nalanda's innovations and Kashmir's gardens are spoken about in the same vein, our voice as a nation would reach a crescendo. The curriculum changes indicate a chapter, not the conclusion, of India's evolving self-narration.DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

Public Relations Consultants Association of India (PRCAI) brings its second and transformative edition of PRana 2025: India RISE Story, an industry-first story convention that beckons the creative mavericks, change-makers, visionaries and disruptors to weave the story of India’s RISE.As India charts its course toward the centenary of Independence in 2047, PRana 2025 emerges as the most spirited confluence of real and diverse stories from the communication world, influencing the country’s reputation. PRana 2025 is here to champion the stories of India’s RISE - Reputation through Innovation, Sustainability, and Entrepreneurship that are rewriting and reimagining India’s growth story. “PRana is here to become a platform to shape and tell the story of India’s RISE, with honesty, courage, and panache. This is where strategic storytelling morphs into national strategy, and together, we draft the next chapter of India’s RISE, with brevity and gravitas,” said Kunal Kishore, President, PRCAI  PRana 2025 will feature over 20 eminent voices from diverse spheres of influence. The prominent speaker line-up include Smt. Smriti Irani, Former Cabinet Minister, Shri Jayant Sinha, Former Union Minister of State for Finance and Civil Aviation & President, Eversource Capital and several reputation drivers and achievers including Manish Sabharwal, Co-Founder & Chairman, TeamLease Services; Suresh Khadakbhavi, CEO, DigiYatra Foundation; Naina Lal Kidwai, Chair, Rothschild India & India Sanitation Coalition; Gaurav Gupta, Creative Director of Gaurav Gupta Studio; Vaishali Nigam Sinha, Co-Founder, ReNew & President, UN Global Impact Network India; Suresh Narayanan, Former Chairman & Managing Director, Nestle India Limited; Dr. Sangita Reddy, Joint Managing Director, Apollo Hospitals; Aditya Ghosh, Co-Founder, Akasa Air, Founder of Homage Advisers; Chetna Gala Sinha, Founder, Mann Deshi Foundation; Vikram Chandra, Founder of Editorji Technologies; Aabha Bakaya, Founder & CEO, Ladies Who Lead; Nandini Bhalla, Editor-in-Chief of The Word Magazine; J. Sai Deepak, Senior Advocate, Delhi High Court; Rajeev Masand, COO, Dharma Cornerstone Agency & Leading Film Critic; Shri Pushyamitra Bhargav, Mayor, Indore, and Anvitaa Dutt, Filmmaker, Screenwriter & Director; and India Climber & Reliance Foundation Athlete, Kaamya Karthikeyan.The invigorating story convention will feature four sets of R.I.S.E dialogue with fireside chats, to in- conversation panels, and its signature 300Wise story format of five-minute narrative by India’s reputation architects and impact leaders highlighting the criticality of reputation, the stories of innovative game-changing ideas, the narratives on Sustainability and environment, and the most aspirational and heartfelt stories of Entrepreneurship, testifying grit and determination that refused to take no for an answer!PRana 2025 is the epicentre of India’s shift towards the power of communication and storytelling, influencing business growth. As communicators now collaborate directly with the C-suite, it’s evident that PR is no longer an ancillary function but a strategic partner in achieving business goals. PRCAI SPRINT 2024-25*, the industry survey, reveals that while private corporates (46%) remain the big contributor, start-ups (22%) and NGOs (11%) have emerged as high-growth segments. Growing at a compounded decadal CAGR of 12.8%, the PR industry is expected to reach ?4,570 crores by FY 2030, driven by strategic PR practices for business outcomes, technological advancements, influencer marketing, and purpose-driven communications. A meticulously curated, by-invitation-only gathering of communication industry leaders, C-Suite, cultural and social architects, PRana 2025 will be held on Wednesday, September 10, 2025 at the Taj Palace, New Delhi. During the story convention, PRCAI will unveil a whitepaper on how C-Suite sees Brand India’s place and reputation in the new world order and what’s driving those sentiments.  “The second edition of PRana marks a bolder step forward in reimagining how we shape narratives for a changing India. What makes this edition unique is its deeper focus on collaboration between industry pioneers, visionaries and reputation strategists to address not just national, but global storytelling challenges. It’s more than a movement, it’s a blueprint for the future of public engagement, credible narratives and crafting stories that last forever,” concluded Deeptie Sethi, CEO of PRCAI.

Mediatronics PR Private Limited is delighted to announce the appointment of Disha Arora as Senior Manager – Digital Marketing and Client Servicing. In her new role, Arora will spearhead the company’s digital marketing initiatives, lead client servicing strategies and play a pivotal role in strengthening Mediatronics PR’s brand presence across traditional and digital platforms.With a proven track record in client relationship management, campaign planning and digital strategy execution, Arora brings extensive expertise in handling integrated marketing solutions. Her experience will further enhance Mediatronics PR’s ability to deliver innovative, result-driven campaigns to its clients.Welcoming her to the team, Richank Tiwari, Founder & Director of Mediatronics PR Pvt. Ltd., said:“We are thrilled to have Disha on board. Her dynamic approach to digital marketing and client servicing aligns perfectly with our vision of offering 360-degree communication solutions. We believe her leadership will add immense value to our clients and contribute to our next phase of growth.”Speaking about her appointment, Disha Arora shared:“I am excited to join Mediatronics PR at such a transformative time. With digital innovation at the core of communication strategies today, I look forward to driving impactful campaigns and fostering strong client relationships that reinforce the company’s leadership in the PR and digital ecosystem.”Mediatronics PR continues to expand its footprint as a results-oriented PR and crisis management agency, trusted by leading businesses and organizations for strategic communication, reputation management, and impactful storytelling.

The Achievers PR, one of the fastest-growing boutique public relations and brand consultancy agency, has secured the strategic PR mandate for buildAhome, a tech-enabled home construction company revolutionizing the way people build and design their homes.Under this collaboration, The Achievers PR will be responsible for managing buildAbome’s overall public relations strategy, media communications, and brand visibility efforts across key markets. This partnership marks a significant milestone in The Achievers PR’s continued expansion in the real estate and infrastructure domain.buildAhome is known for its end-to-end home construction solutions, offering clients seamless project management, architectural design, and turnkey services — all under one roof. With a tech-first approach, the brand is empowering homeowners with transparency, efficiency, and innovation in the home-building journey.Chetan Relhan, Founder & CEO of The Achievers PR, said“We are thrilled to welcome buildAhome to our growing portfolio. As a disruptive force in the real estate and construction space, buildAhome perfectly aligns with our vision to work with purpose-driven, future-ready brands. Our goal is to amplify their voice and help position them as the go-to name for custom-built homes in India.”This collaboration is expected to further strengthen buildAhome’s market presence while ensuring that its story, innovation, and impact are communicated effectively to audiences, stakeholders, and the media.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. 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 conversation with Adgully, Vivek Pradeep Rana, Managing Partner at Gnothi Seauton, reflects on his two-decade journey in communications and how the firm is redefining reputation-building in a rapidly evolving media landscape. Positioned as an integrated communications lab, Gnothi Seauton focuses on creating coherence between what a brand says, does, and is known for moving beyond traditional PR to design narratives that resonate across stakeholders, communities, and formats. Rana shares insights on the shifting dynamics of communication, the rise of purpose-driven storytelling, and why the future of influence is anchored in alignment and authenticity rather than sheer visibility.With over two decades of experience in communications, how has Gnothi Seauton evolved to keep pace with the rapidly changing media landscape?We have built our practice on staying uncomfortable. That means placing ourselves at the edge of change, adopting new tools, frameworks, and mental models before they become mainstream. We were mapping stakeholder ecosystems when others were mapping media beats. We were designing narrative strategies when coverage was still the finish line.Today, reputation is not shaped by what brands say. It is shaped by what their ecosystem repeats. It is what employees post without prompting, what investors say in private, and whether advocacy carries meaning after the campaign ends. Gnothi Seauton was created for this environment. Not as a conventional agency, but as an integrated communications lab. We operate at the intersection of brand, stakeholder, and system. Our work is not designed to trend. It is designed to move across formats, communities, and moments that matter.A few years ago, we worked with a social impact fund to reframe its story from one of capital deployment to one of trust acceleration. That subtle narrative shift helped align its presence across funders, entrepreneurs, and policymakers long before “ecosystem storytelling” became fashionable.Your brand positioning as an “integrated communications lab” is unique. Could you elaborate on what this means in practice and how it sets you apart from traditional PR agencies? We are not in the visibility business. We are in the alignment business. Most agencies focus on optics. We focus on coherence between what a brand says, what it does, and what it is known for. Being a lab means we embed early, interrogate assumptions, and design communication as a strategic asset, not a tactical output.Our work has helped clients shift public perception, unlock policy pathways, and reimagine their reputation from the inside out. That is not execution. That is architecture.What industries or sectors do you see as ripe for transformation through integrated communications, and how is Gnothi Seauton contributing to that change? We do our best work in sectors undergoing transformation at scale, especially where trust is fragile. Agri-value chains, public health, digital infrastructure, impact investing, and climate innovation are prime examples.In these sectors, communication is not about messaging. It is catalytic. It shapes systems, mobilises stakeholders, and accelerates change.In one project, we worked with a green tech company that was struggling to get traction with regulators. The brand story was rooted in technical specs. We repositioned it around its systemic value – how it could enable compliance, policy implementation, and data traceability. That framing shifted the conversation from vendor to enabler and opened new strategic doors.In today’s digital-first environment, how do you balance traditional media relations with newer formats like influencer outreach, content marketing, and advocacy campaigns? We do not separate them. Traditional media, creator ecosystems, community WhatsApp groups, internal townhalls, and investor briefings all form one connected influence system.The key is not in the format. It is in the message discipline. When our campaigns work, it is because every touchpoint, from op-eds to AMAs, reinforces a clear and coherent strategic intent. That coherence is the new currency of credibility.How does your team approach community engagement, and why is it becoming a core pillar for brands today? Brands are no longer just built in boardrooms. They are built in comment sections, closed groups, and everyday conversations. Community is not a channel. It is infrastructure for belief. We help clients understand where they live in the lives of their communities and then design ways to show up with consistency and respect.From employee engagement to grassroots organizing to movement building, our work is focused on listening deeply and earning trust through presence, not performance. In a rural mobilization campaign, it was not the glossy film that drove participation. It was a short voice message from a local volunteer that travelled via WhatsApp, translated and adapted by peers. That moment reinforced for us that community trust travels faster than branded intent.Advocacy and purpose-driven narratives are gaining momentum. How does Gnothi Seauton help brands authentically build trust and connect with audiences on deeper values? We ask brands to stop decorating purpose and start demonstrating it. The first question we ask is simple. What do you believe in, and what proof do you have? From there, we help shape voice, design campaigns, and align leadership communication to create advocacy that is real and resilient.To us, purpose is not a message. It is a posture. And that posture must hold even under pressure.What are some of the biggest challenges facing the PR and communications industry in India today, and how are you helping clients navigate them? Narrative fatigue is real. Everyone is speaking, but few are being heard. There is too much performance and not enough precision.Our clients do not need more content. They need clarity. We help them focus on what only they can say, distil complexity, and hold their voice steady through noise, scrutiny, and change. During one particularly intense crisis, multiple narratives were swirling online. We focused on one message, grounded in employee action. It was posted first by the frontline teams themselves. That single act did more to restore the brand’s credibility than any formal statement could.What is next for Gnothi Seauton? Any new focus areas, innovations, or strategic expansions on the horizon? We are investing in three things. Intelligence, in the form of proprietary tools for stakeholder mapping, influence tracking, and narrative benchmarking. Infrastructure to build storytelling systems that scale across teams and formats. And imagination, to help founders, funders, and future-facing sectors develop language that does not yet exist. We are also expanding our presence beyond India, building new collaborations and embedding in frontier conversations.The age of attention is giving way to the age of alignment. Influence is no longer about volume. It is about resonance. Our goal is simple. Help clients move from messaging to meaning, and from brand-as-advertiser to brand-as-actor in the world.

The Public Affairs Forum of India (PAFI) is set to host its 12th Annual Forum, its flagship event, on 18-19 September 2025 in New Delhi. This year, the forum proudly announces the State of Telangana as its official Partner State, underscoring the critical role of states in shaping India’s economic and global engagement story. The partnership with Telangana provides a unique platform to showcase the state’s leadership and proactive role in advancing the Annual Forum’s theme of ‘India and the World’. This year’s Annual Forum comes at a crucial juncture, as India navigates complex global dynamics, slowing consumption, and structural reforms, with its sights firmly set on the goal of becoming a Viksit Bharat by 2047. With a sharp focus on supply chain partnerships, infrastructure transformation, and innovation-driven reforms, the Forum will provide valuable insights for corporates, policymakers, and public affairs professionals. The active participation and insights from the Telangana government will enrich discussions on how states can drive national progress and global engagement. Over the years, the Annual Forum has emerged as the premier platform for high-level dialogue on long-term policy, economic direction, and stakeholder engagement in India. "I am delighted that Telangana and PAFI are partnering for their prestigious annual conclave. Telangana, India’s youngest state, is shaping a bold and inclusive future with Telangana Rising 2047, a vision to grow into a $1 trillion economy by 2035 and $3 trillion by 2047, when India will celebrate the centenary of its Independence. We are keen to transform our state and society into one of India's first fully developed regions by the highest global standards and look forward to PAFI playing a key proactive role in this ambitious, transformative journey," said A. Revanth Reddy, Chief Minister of the State of Telangana.  The 2025 Forum will centre around the theme: ‘India and the World—Collaboration • Connectivity • Competitiveness’. This theme highlights India’s need to align its policies, industries, and institutions to capitalise on global shifts and build stronger trade, innovation, and policy linkages. The event will convene ministers, senior government officials, CEOs, legislators, global experts, thought leaders, academia, media, and civil society—driving meaningful dialogue and action. Chetan Krishnaswamy, President, PAFI, said, “The Annual Forum continues to be a platform where ideas converge, and partnerships begin. This year’s theme speaks to the core of India’s growth strategy—deepening global linkages, strengthening internal competitiveness, and enabling world-class infrastructure. Our partnership with the State of Telangana exemplifies this, showcasing how progressive state policies are vital to India's global ascent.” Ajay Khanna, Co-Founder and Chairman Emeritus – Annual Forum, PAFI, said, “In a world marked by volatility and transformation, the 12th Annual Forum will provide a powerful setting for thought leadership and strategic dialogue on India’s evolving role in the global order. This is the moment to think long-term, act boldly, and collaborate widely. We are particularly excited to collaborate with the Telangana government to highlight the significant contributions of states to India's competitiveness and global connectivity.” The 12th Annual Forum builds on the resounding success of its 11th edition which brought together 70 distinguished speakers across 12 sessions over two days including Union Ministers, Secretaries, CEO’s, Policy experts and thought leaders.

PR Professionals (PRP), India’s leading integrated communications firm and the flagship of the PRP Group, has announced the appointment of Mayank Gaur as Creative Director, further strengthening its leadership team. A seasoned brand strategist, advertising leader, filmmaker, and author, Mayank brings over three decades of diverse experience in advertising, brand communication, and creative strategy across industries.Mayank has worked with leading brands such as JK Cement, JK Wall Putty, GAIL, Denver, Sarovar Hotels, Incredible India, Arunachal Pradesh Tourism, and Bonsoir, among many others. His creative leadership has shaped award-winning campaigns, including the iconic Chhutkau Painter and Phodu aur Jodu TVCs for JK Wall Putty, as well as internationally recognized work for GAIL CSR, JK Super Cement, and JK Primaxx. Notable campaigns include Phodu aur Jodu featuring Virender Sehwag and Game Badal De featuring Jasprit Bumrah, both for JK Super Cement. He has also worked on campaigns for Apple Computers, Sony TV, Maruti, Mayur Suitings, and Baba Zarda, among others.At PR Professionals, he will lead the agency’s creative practice, focusing on impactful storytelling, integrated brand campaigns, and innovative content strategies. His appointment comes at a time when PRP is expanding its creative and integrated communications offerings for marquee clients across infrastructure, education, governance, and consumer sectors.Beyond advertising, he has directed and produced over 100 corporate films, documentaries, and social campaigns for reputed organizations such as Coca-Cola, Maruti, Tupperware, and Grohe. He is also the author of the internationally selling novel Which Life Are You From? which explores the theme of soul relationships across lifetimes. Known for his ability to blend creative vision with strategic business outcomes, Mayank has built a reputation for driving brand growth through powerful narratives and multimedia innovation.Commenting on the appointment, Sarvesh Tiwari, Founder and Managing Director of PR Professionals, shared “As brands increasingly seek differentiated storytelling, creativity remains at the core of impactful communication. Mayank ji’s extensive experience and multidisciplinary approach will strengthen our ability to deliver end-to-end integrated campaigns that resonate deeply with audiences. His appointment marks a milestone in PRP’s journey to build a world-class creative hub.”“I am delighted to join PR Professionals, an agency that is redefining integrated communications in India. The synergy between creativity, digital, and public relations at PRP offers a unique opportunity to push boundaries and craft stories that inspire, influence, and deliver measurable impact. I look forward to collaborating with this dynamic team to build transformative campaigns”, Mr Gaur said.Over the years, PR Professionals has established itself as a trusted partner for some of India’s leading organizations, delivering integrated communication strategies that combine public relations, digital marketing, and creative storytelling. Its creative and digital mandates include Housing and Urban Development Corporation Limited (HUDCO), Rail Land Development Authority (RLDA), Pension Fund Regulatory and Development Authority (PFRDA), IIM Mumbai, The Mumbai Metropolitan Region Development Authority (MMRDA), Bihar Education Projects, and Samagra Shiksha Andhra Pradesh, among several large corporations and public sector entities.

Metamorph Communications, a leading PR firm focussed on web3 and emerging tech, has joined the Public Relations Consultants Association of India (PRCAI), the country's biggest and most powerful PR group, as a prime member. The strategic move shows that Metamorph Communications' is committed towards creating a growth-oriented environment for PR professionals in India. Metamorph, launched in 2020, has led the way in creative Web3 PR strategies, enabling global and domestic Web3 companies to build a positive brand image in the complex web3 world. By becoming a PRCAI member, Metamorph Communications wants to use the group's big network and tools to improve its services and keep up with what's new in the industry. "We're excited to join PRCAI, a group that's played a key role in shaping the PR industry in India," said Satyandre Yadav, Founder and CEO of Metamorph Communications. "Becoming a member shows our commitment towards building a more professional, ethical, and inclusive environment. We're keen to collaborate with other esteemed members and solve the challenges faced by the PR industry through a constructive dialogue with the relevant stakeholders.” As a PRCAI member, Metamorph Communications gains access to top practices, training, and chances to network. The company will also help shape policies and add to research that shapes the future of PR. PRCAI's work to boost industry growth and new ideas fits with Metamorph Communications' view of the field. They'll team up to boost PR's role in India's business world.

Authored by Ganapathy Viswanathan, Independent Communication Consultant and Chief Mentor, Roarrr Media and Public Relations. When Covid-19 shut the world down, so did most of our ways of communicating. Events disappeared, offices closed, and the usual ways of networking – whether over lunch, at a seminar, or through the media – suddenly vanished. During that quiet time, people started searching for new ways to connect. And that’s when podcasts, which had already been on the growth path, became a go-to medium. Today, podcasts aren’t just about entertainment or storytelling. They’ve become a powerful tool for public relations –  helping businesses, entrepreneurs, and even individuals share their stories in a way that feels both personal and far-reaching. What Exactly Is a Podcast?A podcast is basically a digital audio show that you can listen to anytime. Unlike traditional radio, you don’t need to tune in at a set hour. Whether you’re on your morning walk, stuck in traffic, or cooking dinner, you can play an episode when it suits you. That flexibility is one reason why people love podcasts. They slide easily into daily life, without demanding a screen or your full attention. For PR, that means your message isn’t fighting for space – it’s welcomed into someone’s routine. The Benefits of PodcastingOne of the biggest strengths of podcasting is authenticity. When you hear someone’s voice – their tone, their stories, even their laughter – it feels human. That builds a sense of trust much faster than a press release or an ad. Another benefit is niche targeting. Podcasts are often created for very specific audiences. There are shows for small business owners, fitness enthusiasts, parents, tech lovers – you name it. If you appear on the right podcast, you’re speaking directly to people who already care about your topic. That’s far more effective than broadcasting to a crowd that may not be interested. And unlike a big video production or national ad campaign, podcasts are relatively budget-friendly. With a good microphone, a quiet room, and the right message, you can reach people all over the world. How Podcasts Differ from Other InterviewsIf you’ve ever been interviewed on TV or radio, you know how short those segments can be. You’ve got a couple of minutes to get your point across before the host moves on. Podcasts, on the other hand, take their time. A conversation can last half an hour or even an hour, which gives guests the chance to explain ideas more deeply, share personal stories, and sound more human. Listeners also approach podcasts differently. They’re not flipping channels or scrolling absentmindedly. They’ve chosen to subscribe, which means they’re more open and engaged. For PR, that’s gold – you’re not just being heard, you’re being listened to. The Challenges Along the WayOf course, podcasting isn’t perfect. Standing out is tough because there are millions of shows out there. A new podcast has to find its unique voice to get noticed. There’s also the issue of consistency. A lot of podcasts start strong, but stop after a few episodes when the creators realize how much time it takes to research, record, and promote. Quality matters too – bad sound or a boring conversation can drive people away quickly. Finally, measuring the exact impact of a podcast can be tricky. You can see download numbers, but connecting that to sales or brand awareness isn’t always straightforward. Why Podcasts Stand Tall Against Other MediaDespite these challenges, podcasts bring something that other media often can’t – depth and intimacy. A social media post might disappear in an hour, but a podcast episode can be discovered months later and still feel fresh. Listeners also form a bond with the voices they hear regularly. It almost feels like friendship – like you “know” the host or guest. That’s a connection brands dream of creating. And then there’s the reach. A podcast recorded in a small city can be heard on the other side of the world within minutes. That kind of accessibility is something traditional PR channels simply can’t match. The Bigger PictureThe rise of podcasting shows that people crave more than just quick headlines or flashy ads. They want conversations, depth, and stories they can connect with. During the pandemic, podcasts filled that gap when we couldn’t meet in person. Now, even as the world has opened back up, the medium continues to grow because it offers something rare in today’s noisy media world – time and authenticity. For brands and professionals looking to build trust, share ideas, and connect with the right audience, podcasts are more than a trend. They’re one of the most human ways to do PR in a digital age. 

Adfactors PR has appointed Shilpa Desai as Senior Vice-President – Digital & Innovation, BFSI and Capital Markets practices. In this strategic role, Shilpa will focus on bolstering the market-leading Banking, Financial Services, & Insurance (BFSI) and Capital Markets practices of the firm. She will also be a catalyst in fostering innovation and digital thinking in the organisation. Working closely with the Founders and the leadership team, she will design and drive initiatives that strengthen digital capabilities, integrate data-driven insights, and build innovation-led systems to enhance both client impact and organisational readiness for the financial services and capital markets practices.Shilpa brings over two decades of experience in marketing and digital transformation across leading financial institutions of India including ICICI Bank, Standard Chartered Bank, IDFC Bank, Fullerton India and HDFC ERGO. She was part of the founding team at IDFC Bank, where she headed digital business and marketing analytics functions. In her most-recent role at HDFC ERGO she served as Head of Marketing. An engineer and an MBA, she is currently pursuing her PhD in Management at IIT Bombay.Adfactors PR Co-Founder and Managing Director Madan Bahal said, “Shilpa’s appointment is a part of the leadership transformation process to enhance Adfactors PR’s relevance in the current business environment. She will focus on creating market-leading value propositions in our core practices of BFSI and capital markets.”Shilpa Desai said, “Adfactors PR is an institution that has continually redefined communications in India. It is a privilege to join the leadership team and contribute to building a culture of digital and innovation that will enable the firm and its clients to stay ahead of the curve. My focus will be on designing programmes and systems that embed future-ready practices into the very fabric of the organisation.”

Vigor Media Worldwide, a renowned global media agency, has secured the Public Relations mandate of Shweta Solar System Private Limited (Shweta Solar) is a newly established company in the renewable energy space, backed by the strong leadership of Vinod Ji, who brings over two decades of expertise in the solar industry and manufacturing. The mandate is to position Shweta Solar as a trusted and forward-looking brand, leveraging its technical know-how, skilled team, and commitment to innovation in solar power solutions.Vigor Media Worldwide will lead the media and communication strategies of Shweta Solar through robust PR activities comprising media outreach, storytelling, leadership profiling, and digital engagement. The partnership forms part of Shweta Solar's overall vision to strengthen its position in the sector while aligning with India's rapidly changing green energy agenda.With a cutting-edge manufacturing facility and a strong team of skilled technicians and professionals, Shweta Solar offers top-performing solar solutions for residential, commercial, and industrial segments. Shweta Solar has already made a name in the industry with its quality components, timely service and its continuous efforts to facilitate India's transition towards clean energy through quality-oriented products and scalable project implementation.Shweta Solar remains dedicated to its mission of offering solar energy as an accessible, efficient and dependable source of renewable power. As part of its USPs, the company supports every stage of solar equipment deployment—ranging from consultancy and permits to installation and system interconnection. It also provides a hassle-free experience for the customers by offering transparent pricing and long-term warranties to them. Above all, its reliable performance and seamless integration have made it the first choice of the customers from all across the country.While sharing his views on the association, Sanjay Garg Director, Shweta Solar System Private Limited said, "As we expand and grow our solar reach, it is essential that the communication of the brand reinforces the integrity, the innovation, and the customer-first way that we are well known for. Now with Vigor Media Worldwide as our partner, we are excited to reach more people and build further on our credentials as a reliable player in renewable energy."Nikhil Singhal, Founder, Vigor Media Worldwide said, "We take pride in our association with Shweta Solar, a solar solutions leader with an accomplished history of project execution. We are dedicated to fuelling their future growth by developing meaningful communications that engage the media, industry players and consumers alike."This mandate comes at a time when there is growing global adoption of renewable energy solutions. With an alliance with Vigor Media Worldwide, Shweta Solar seeks to build more stakeholder confidence, reinforce its position in the country's sustainability agenda and expand its contribution in the solar power industry.

Shakti Upadhyay, who served as the Senior General Manager and Head of Marketing & PR at Kia India, has stepped down from his role after more than seven years with the company. He held this position for over two years.During his tenure, Upadhyay played a significant role in the launch of several key models, including the Seltos, Sonet, Carnival, Carens, and EV6. More recently, he was involved in introducing the Syros and Carens Clavis.Announcing his departure on LinkedIn, Upadhyay wrote:Kia was never just work. It was family, it was faith, it was a dream carried together.As I turn the page, I carry gratitude for the bonds, the belief, and the spirit of Movement that Inspires that will always live within me.Because what we carry within lasts longer than what we leave behind.Over his career, Upadhyay has led several defining brand journeys in India’s automotive and consumer sectors. Before joining Kia, he held roles at Samsung Electronics and Hyundai Motor India Ltd.

The public relations (PR) world is evolving at a previously unseen rate. Technology is disrupting every sector, and PR is no exception. One of the greatest changes defining the future of media operations today is the growing influence of artificial intelligence (AI).AI-powered technology is now assisting PR professionals in ways that were unthinkable a decade back. From forecasting media monitoring that picks up on future trends to computer-generated press release drafting and targeted distribution, AI is turning PR more data-centric and streamlined. These technologies are assisting agencies in monitoring audience sentiment in real time, campaign effectiveness measurements, and even suggesting the ideal time and channel to reach out.For example, AI-based analytics can quickly scan thousands of news stories, blogs, and social media updates to identify what's hot, competitors' moves, and what customers like. This enables communications teams to pre-plan strategies instead of just responding after the news cycle has passed. Also, natural language processing (NLP) technologies can write the initial draft of a press release or media pitch, freeing up professionals to have more time to hone messaging and concentrate on creative storytelling.However, while AI is undoubtedly a game-changer, it is important to remember that PR is not just about speed or efficiency—it is about people. Human relationships with journalists, editors, influencers, and clients form the backbone of the profession. Trust, credibility, and empathy are qualities no machine can replicate."AI will certainly influence how we operate, but it can never take the place of the power of human connections," says Mridul Arora, Associate Director, Media Operations, CN Network Media Services. "The future is in finding balance—utilizing AI for efficiency and building the human touch that really makes PR work."In the future, the next two years will probably see even more AI integration into the world of PR and communications. Hyper-personalized content sharing may enable brands to send the message to the message in the right place at the right time, driving impact and engagement. Crisis communication can also change, with AI tools forecasting possible risks by studying social conversation and news trends ahead of an issue arising.But for all these advancements, AI will forever be an enabler, never a replacement. The craft of persuasion, the skill of being able to tell stories that speak emotionally, and the art of building media relationships cannot be outsourced. These are human strengths that will continue to be impossible to replace.The future of PR, then, is in a hybrid model—accepting technology to make productivity and insight better, and doubling up on human relationships that give meaning and trust to communication.

Seasoned marketing and business leader Abhishek Gupta has taken on a new role as Managing Director & Chief Customer Officer at The Wealth Company and Pantomath Capital Advisors Private Limited.With an illustrious career spanning over 17 years across financial services, retail, and telecom, Gupta brings a wealth of experience in building brands, driving growth, and creating customer-centric strategies.Prior to this appointment, Gupta served as Director & Chief Marketing Officer at Edelweiss Life Insurance for over seven years, where he played a pivotal role in co-creating a life insurance company with a differentiated customer proposition. Before that, he held key leadership positions including Senior Vice President & Head of Marketing at Edelweiss Group, Chief Marketing Officer at The MobileStore, and General Manager – Marketing at Bharti Retail.

 Hisense India – a subsidiary of the Hisense Group, a global leader in consumer electronics and home appliances with a presence in over 160 countries has appointed Adfactors PR, India’s largest public relations firm, as its strategic communications partner. The collaboration aims to help Hisense Group improve its market visibility and elevate the brand credibility in India, which is one of the fastest-growing consumer electronics markets in the world.The PR responsibilities will focus on driving impactful and innovative media communications and amplifying influencer engagement across India. It will also strengthen Hisense India’s thought leadership on global consumer electronics trends and smart technology integration, while highlighting the brand’s product innovations and category expansion initiatives.Capitalising on Adfactors PR’s extensive national presence, the communication will aim to position Hisense as a household name across India. This is especially crucial as Hisense India looks to accelerate its offline expansion through partnerships with major retail chains nationwide, while gearing up for a series of new product introductions and category launches. These endeavours will be supported by integrated PR campaigns to drive awareness, build consumer trust, and strengthen market presence.Hisense India CEO Pankaj Rana said, “The consumer electronics market in India is highly competitive, with demand growing steadily due to rising disposable incomes, increased internet penetration, a tech-savvy youth population, and an expanding middle-class. In this dynamic landscape, effective brand storytelling is essential. Partnering with Adfactors PR gives us the right partner to shape and share our story. With strategic media communication, we are on the right track to building proximity with consumers across India, aligning our brand promise with their evolving aspirations.”Adfactors PR Director Samir Kapur said, “Hisense India and Adfactors PR share a common vision of seeking to understand customer needs and working towards addressing these. We are delighted to partner with Hisense, a globally-recognised leader in the smart television category, and look forward to supporting its journey towards becoming one of the most trusted and admired brands in the Indian consumer electronics space through impactful and modern business communication.” 

The Middle East Public Relations Association (MEPRA) will host its annual KSA Leadership Majlis on October 8, 2025, in Riyadh. The event, themed “Powering Progress: Communications at the Crossroads of Innovation, Influence and Impact”, will bring together top public relations and communications professionals from across the region and globally to discuss the future of the industry. The Majlis will feature keynote speeches and panel discussions examining how communications is evolving amid technological advancements, growing influence, and societal impact. Sessions will highlight how the sector is shifting from being a connector to becoming a strategic enabler of innovation and progress. Confirmed speakers include Rabih El Amine, Founder of Alef International and the Lebanese Executives Council, along with Monther Tayeb, Managing Director of Influential Communications; Loma Jaber, Managing Director of Hewar Group; Heba Fatani, Director General of RAK Government Media Office; and Hattan Alghalayani, Chief Communication Officer at Misk Foundation. Topics will include the role of emerging technologies such as AI and 5G, as well as the social, ethical, and environmental responsibilities that come with them. A special session will focus on youth empowerment in communications, reflecting Saudi Arabia’s Vision 2030 ambition to foster a vibrant environment for local and international investment and leadership in innovation. The Majlis will also see the presentation of CARMA’s 2025 Kingdom Reputation Report, titled “How Saudi Arabia's Global Reputation is Evolving in the Age of Vision 2030.” The event is supported by Alef International as Platinum Partner, CARMA as Gold Insights Partner, Hewar Group as Gold Partner, and Jummar PR and A2Z Media Group as Supporting Partners. It will conclude with the MEPRA Fellowship Awards, which honor individuals who have made outstanding contributions to the PR and communications industry in the Middle East.

80 dB Communications, an integrated reputation management advisory, will manage the communications mandate for Flam, an AI-powered mixed reality publishing platform transforming how brands create and deliver immersive, app-free 3D experiences.As a strategic communications partner, 80dB will spearhead Flam’s communication strategy focused on amplifying visibility, strengthening corporate reputation, and elevating awareness of its category-defining work in immersive advertising. This partnership is aligned with Flam’s vision of revolutionizing brand storytelling through intuitive and engaging mixed reality campaigns."We are thrilled to partner with 80dB Communications as we expand Flam’s footprint and bring immersive storytelling to more global brands. With their expertise in strategic communications and deep understanding of fast-growing startups, we are confident in building a powerful narrative around Flam’s innovation, impact, and vision for the future of mixed reality," said Karthik K Raman, Chief Marketing Officer, Flam"As more brands look for meaningful ways to engage audiences, mixed reality is emerging as a powerful tool. With 80dB Communications on board, we’re confident of amplifying Flam’s journey and showcasing how immersive campaigns can transform brand storytelling," said Nidhi Kohli Nandode, Head of Marketing, Flam“Flam is reimagining the way brands connect with audiences, making interactive mixed reality experiences accessible and impactful at scale. We are excited to partner with them in shaping conversations that highlight their pioneering work and drive wider adoption of this new medium. With our expertise in storytelling for startups and tech, we look forward to elevating Flam’s visibility across key markets,” said Kiran Ray Chaudhury, Co-founder and Joint Managing Director of 80 dB Communications.

Authored by: Manvika Sagar, Strategic Communications & PR ProfessionalFor decades, media relations occupied the center stage of public relations. A well-placed article in a national daily or a prominent television mention was regarded as the ultimate stamp of credibility. Brands believed that being visible in the traditional press meant they had arrived. Yet, as we step into 2025, the communications landscape has shifted so tremendously that relying exclusively on media relations has become risky, limiting, and often insufficient. Audiences are scattered across too many channels, attention spans are shrinking, and content flows unhindered by traditional gatekeepers. In such a fast-moving environment, the PR professional?ÇÖs playbook must look far beyond earned headlines to create lasting impact.Why Earned Media Alone Falls ShortEarned media still brings prestige and authority, but it cannot carry the weight of a brand?ÇÖs entire reputation strategy in 2025. For one, the speed of news cycles often works against organizations. A carefully crafted story might never see the light of day if a sudden political crisis, celebrity scoop, or breaking news dominates headlines. By the time coverage eventually appears, it may have missed the cultural moment or lost its relevance. This time lag can dilute the impact of months of planning.Moreover, audiences no longer rely solely on traditional news outlets to form their perceptions. They are absorbing information from podcasts, YouTube creators, micro-influencers, newsletters, webinars, and interactive online communities. Relying on only one kind of exposure shuts the brand out from dozens of other conversations already shaping consumer attitudes.The Power of the PESO ModelWhat has emerged as a game-changer in this landscape is the PESO model?Çöan integrated framework that brings together Paid, Earned, Shared, and Owned media. Strategically adopted, this model ensures that a brand is present everywhere its audience is, with the right message tailored to the right platform.Instead of counting on a single article to create buzz, PR teams are now orchestrating campaigns where different channels reinforce and amplify one another. A keynote speech at a high-profile industry event (Owned), amplified by live updates on Twitter or LinkedIn (Shared), supported with paid promotion for wider reach (Paid), and eventually validated by media coverage that captures the broader story (Earned) creates a multiplier effect. This layered approach doesn?ÇÖt just enhance brand visibility but ensures that if one channel falters?Çösay a news piece is delayed or diluted?Çöothers can carry the momentum forward.Influencer collaborations fit seamlessly into this model, allowing brands to tell collaboration-led stories that are more relatable and immediate. Whether it?ÇÖs a founder joining a panel with respected peers, or partnering with creators whose communities trust them implicitly, the PESO framework allows brands to weave themselves into authentic, timely conversations, rather than waiting passively for coverage. Collaboration, Timeliness, and Story OwnershipOne of the key shifts PR leaders have recognized is that timing is everything. Success now hinges on ?Ç£owning the moment.?Ç¥ A strategically placed thought leadership article, a carefully timed podcast release, or a well-positioned influencer partnership during a cultural or industry inflection point can command more attention than a delayed organic mention.This is why collaboration-driven storytelling is gaining momentum. Joint announcements, co-created campaigns, and multi-stakeholder panel discussions are proving to be more resonant than solitary brand proclamations. Consumers value partnership and shared narratives, which feel credible and grounded in a wider ecosystem. Similarly, owning the stage through speakership opportunities?Çöat global conferences, industry webinars, or even branded virtual summits?Çöputs executives and brands in front of high-value audiences in real time, rather than waiting for third-party validation afterwards.AI as the New PR SuperpowerNone of this integrated strategy can succeed without intelligence?Çöand that?ÇÖs where AI enters the picture. Artificial intelligence is no longer a futuristic concept; it is a present-day necessity in PR practice. From analyzing media trends and scanning competitor activity to predicting consumer sentiment shifts and identifying untapped influencer communities, AI empowers PR professionals to act with sharper precision and agility.AI tools allow teams to understand industry landscapes at lightning speed, spot patterns that would otherwise go unnoticed, and fine-tune campaigns for maximum effectiveness. In addition to monitoring, AI also supports creativity by generating campaign ideas, drafting initial content frameworks, and optimizing message delivery for specific channels. The PR professional who does not upgrade their toolkit with data analytics and AI will struggle to keep pace with the demands of 2025. The industry is being led by AI across domains?Çöfinance, healthcare, entertainment?Çöand public relations cannot afford to lag behind. Breaking this barrier is no longer optional; it is the prerequisite for survival.A More Strategic Role for PRThe implication of all these changes is that PR professionals today are far more than media liaisons. They are strategic advisors who orchestrate narratives across multiple ecosystems. Their objective is not simply headlines but holistic brand presence?Çöconsistency across messages, credibility across platforms, and agility across crises. By aligning PESO-driven plans with AI-powered insights, PR teams can craft campaigns that are dynamic, resilient, and impactful.In this future-facing setup, media relations remains vital but is no longer the only hero; it is one player in an orchestra where integration and timing determine the harmony. The brand that masters this orchestration will build visibility and trust at unprecedented speed.Conclusion: From Earned Headlines to Everywhere PresenceSo, is media relations enough in 2025? The evidence suggests otherwise. A headline still matters, but it is no longer the sole measure of success. What moves the needle today is presence: being visible in owned channels, shared spaces, paid placements, and credible earned media simultaneously. When brands tell collaboration-led stories, use influencers authentically, seize timely speaking opportunities, and back it all with AI-driven insight, they claim control over their own destiny rather than leaving their reputation to chance.The game has changed because the audience has changed. PR in 2025 is not about waiting for validation but about actively shaping conversations, meeting people where they are, and ensuring the right message, delivered at the right time, finds its way to the right platform. Those who continue to depend solely on old-school tactics risk irrelevance. Those who embrace integration, technology, and authenticity will define the future.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Leading regional public relations agency, Miracle Public Relation has unveiled a new brand identity with the launch of its new logo and refreshed website.The agency has recently completed five years in the industry and has expanded its portfolio beyond public relations to influencer marketing and to media monitoring.Headquartered in Indore, with principal associates PAN India, Miracle PR handles an impressive portfolio of brands across industries such as CSR, health, retail, hospitality and more.Akbar Ali, Founder, Miracle Public Relation stated, "This transformation marks a defining moment in our journey. Our new identity reflects our evolution into our expanded role, offering a seamless blend of traditional PR, digital outreach and other media solutions."Gaurav Jain, PR Lead, Miracle Public Relation said, "Gone are the days when PR was all about sending the news to the media but the future of PR is dynamic and is changing at a rapid pace. We are positioned to lead this transition with innovation, agility and strategic impact."

Integrated Centre for Consultancy Pvt. Ltd. (ICCPL PR), one of India?ÇÖs leading PR and communications firms, has announced the promotion of Parkhi Pasricha to the position of Vice President. Currently holding the largest mandate of real estate clients in the country, ICCPL Group has worked with over 50+ real estate companies and has helped them build their brand with articulate planning and execution of Public Relations Campaigns.With over 15 years of rich experience in the public relations industry, Parkhi has been an integral part of ICCPL PR?ÇÖs growth journey. Prior to joining ICCPL, she honed her expertise at Mutual PR and IMPRIMIS PR, managing clients across sectors including Technology, Healthcare, Start-ups, and Real Estate.In her new role, Parkhi will continue to play a key part in devising strategic communication plans, leading and mentoring teams, and driving business development. Her leadership has been instrumental in delivering high-impact campaigns and strengthening client relationships, making her promotion a natural progression in ICCPL?ÇÖs leadership roadmap.Speaking on her elevation, Parkhi Pasricha said, ?Ç£I?ÇÖm deeply grateful for the trust and support extended by the leadership at ICCPL PR. Over the years, my journey here has been about creating stories that resonate and building partnerships that endure. I look forward to contributing to ICCPL PR?ÇÖs vision of delivering innovative, impactful communications and achieving new milestones together.?Ç¥Dushyant Sinha, Founder & Managing Director of ICCPL PR, added, ?Ç£Parkhi?ÇÖs promotion to Vice President is a recognition of her consistent performance, leadership, and deep industry expertise. We are confident she will continue to play a pivotal role in our expansion and success, and continue to provide our clients with world-class strategic counsel and execution.?Ç¥

ONE Development, an Emirati-born boutique developer transforming the region?ÇÖs real estate and hospitality landscape, has appointed GCC-based Kensh? Mindful Communications as its PR partner to shape its public narrative and share its vision with regional and global audiences. The collaboration will combine ONE?ÇÖs ambitious growth plans with Kensh??ÇÖs expertise in integrated storytelling, ensuring its message resonates as powerfully as its destinations. Since its launch just a year ago, ONE Development has delivered three landmark developments and two hotels across three cities, with a combined value of AED 4 billion, underpinned by Al Gebely Holding?ÇÖs 43-year legacy and guided by Founder and Chairman Ali Al Gebely. The company?ÇÖs mission extends beyond bricks and mortar, aiming to create destinations rich in identity, purpose, and cultural significance. Kensh? will drive the narrative of these projects?Çöfrom their unveiling to the ideas and ambitions that define them?Çöin an increasingly crowded MENA real estate market. Highlighting the need for ?Ç£soul?Ç¥ over scale, Marise Assaf, Founder and CEO of Kensh?, emphasized the agency?ÇÖs role in ensuring ONE?ÇÖs vision leaves a lasting impression. In 2025, ONE has already launched developments such as the AED 2.3 billion Laguna Residences in Dubai Land, DO New Cairo, and Dubai Islands?Çömusical-themed hotels integrating music, AI, and wellness, created with global icon Amr Diab. With more announcements planned, the brand remains committed to influencing how the region lives, works, and connects.

Bloomingdale PR, a global communications consultancy with deep roots in both India and Singapore, today announced the launch of GROW Global Reputation & Outreach Wing, a specialized practice designed to support brands looking to scale between India and Southeast Asia through strategic storytelling, reputation management, and influencer-led campaigns.With on-ground presence in India, Singapore, Indonesia, Malaysia, and the UAE, and over a decade of experience driving results across diverse markets, Bloomingdale is now formalizing a proven capability: helping international and regional brands scale across Asia seamlessly, with one partner and one consistent narrative.?Ç£Global expansion is no longer about presence alone; it?ÇÖs about perception,?Ç¥ said Diana Fernandes, Founder & Group CEO, Bloomingdale Public Relations Pte. Ltd. ?Ç£At Bloomingdale, we serve as the bridge and the backbone for brands navigating multiple markets. GROW ensures controlled messaging, strategic coordination, and storytelling that lands with precision ?Çô whether you?ÇÖre entering India from Southeast Asia or expanding outwards.?Ç¥Introducing GROW: Regional Strategy, Local Precision:GROW is designed for ambitious brands seeking faster, smarter access to regional markets through:India Entry for Southeast Asian Brands: end-to-end PR, localised messaging, Tier 1 & Tier 2 media visibility, and integrated influencer campaigns to drive meaningful traction in India?ÇÖs diverse consumer ecosystem.Southeast Asia Expansion for Indian Companies & Brands: Brand positioning, media outreach, and cultural alignment across Singapore, Indonesia, Malaysia, Vietnam, and the broader SEA landscape.Cross-Market Thought Leadership: Regional profiling for founders and CXOs through speaking engagements, podcast placements, and curated storytelling in business and trade media.For corporate communications professionals based in Mumbai or Singapore and overseeing APAC communications, this structure offers immense value; the point of-contacts for multiple key markets are centrally located, ensuring agility, responsiveness?ÇÖ and cultural insight.Proven Track Record Across BordersBloomingdale PR has consistently supported brands in navigating new markets with high impact. This includes activities such as: Crunchyroll (SEA) ?Çô Delivered retainer and event-based communications that sustained brand momentum and kept the platform top-of-mind for its target audience in India, Singapore, Indonesia & Philippines Darwinbox ?Çô Led multi-market communication campaigns showcasing the company?ÇÖs milestones, while strengthening local market relationships and brand presence in Philippines, Indonesia & Singapore.Bel Group ?Çô Successfully managed multiple product launches, events, and awareness campaigns, helping audiences across SEA align with the brand?ÇÖs value and positively associate its products with growth and development across the SEA. Pulses 25 by Global Pulses Confederation ?Çô Promoted the flagship event in Singapore, securing over 150 pieces of media coverage and amplifying its industry impact both in Singapore and IndiaNTT Data (Leadership profiling for Global APAC CEO, John Lombard) ?Çô Supported thought leadership positioning across APAC, driving awareness of NTT?ÇÖs strategic initiatives and innovations in the region including India, Australia & Singapore.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. 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 conversation with Adgully, Priyan DC, CEO & Founder of Star Squared PR, shares his insights on how PR is redefining its role in the brand ecosystem, the growing importance of authentic narratives, and what the future holds for the industry. He discusses how storytelling is no longer just a support function but a strategic driver of brand value. From early-stage startups to global giants, Priyan offers a masterclass in building credibility and connection in a fast-changing media landscape.? Finally, what do you think the PR function will look like in the next 3-5 years ?Çö especially as storytelling continues to blur the lines between content, communication, and commerce? Over the next 3-5 years, PR will continue to be a strategic value-add within marketing, holding its top place through the power of earned media. PR teams will work even more closely with leadership to shape narratives that reflect the brand?ÇÖs core identity.Technology will keep changing how PR operates. After a decade dominated by new-age formats like social media, blogs, vlogs, and forums, the coming years could be a playground for AI-driven formats like AR and VR. PR will continue to play a vital role in building brand reputation and contributing to the bottom line through relevant, timely storytelling. As original content grows in value, PR narratives and news media will remain trusted sources of credibility., CEO & Founder of Star Squared PR, shares his insights on how PR is redefining its role in the brand ecosystem, the growing importance of authentic narratives, and what the future holds for the industry. He discusses how storytelling is no longer just a support function but a strategic driver of brand value. From early-stage startups to global giants, Priyan offers a masterclass in building credibility and connection in a fast-changing media landscape.PR has traditionally been seen as a support function, but that?ÇÖs clearly changing. How do you see its role evolving in the broader brand ecosystem today? The media space is constantly shifting, and that is inevitable. New-age platforms like social media, podcasts, and video content are now front and center in how people consume and engage with stories. Amidst this transition, traditional news outlets are striving to stay relevant and claim their space in the new content mix. As formats evolve, so do audience expectations.Now, it is not just about brands having a digital presence anymore. It?ÇÖs about telling stories that carry authenticity and genuinely resonate with the audience. That ?Ç£real?Ç¥ factor has never mattered more, and that?ÇÖs where PR steps up. PR today is about building a consistent, credible digital footprint. At a time when attention is fragmented and credibility is far-fetched, this kind of presence stands out and plays directly into long-term brand strategy. This is why PR is now taking the spotlight from being a support function to becoming a key strategic lever in marketing. It?ÇÖs becoming one of the most effective ways to reach the right audience in a credible manner. From press releases to investor decks ?Çö how are brands ensuring one core narrative runs consistently across such diverse platforms? These days, brands are rarely one-dimensional. They operate across multiple geographies, with diverse business units, product lines, and spokespeople with each targeting different audiences. In this kind of have-it-all setup, having clear, consistent messaging across the board is an absolute necessity. Whether it?ÇÖs product storytelling, thought leadership, or executive visibility, brands need to speak the same language across every touchpoint. A strong messaging framework is the need of the hour. It helps keep the core vision intact while making room for timely pivots. It acts as a shared reference point for teams to curate everything from media interactions and press notes to internal decks and leadership communication.When many voices represent the brand, alignment also becomes important. There needs to be a simple, well-understood system for how messaging is used and how iterations are communicated?Çöso everyone, from internal teams to external stakeholders, stays on the same page.What does it take to craft a brand story that works across earned, owned, internal, and even paid media? Since each media format is unique in how it?ÇÖs consumed and shared, authenticity and consistency top everything else. What works today is storytelling that connects with human emotion and narratives that resonate across all stakeholder groups.Take Apple, for instance ?Çö a global brand that has consistently built memorable campaigns around simple yet powerful ideas. Think back to the 1997 Think Different campaign, where Mahatma Gandhi featured as a symbol of quiet revolution. This move made the core message clear that true greatness comes from those who dare to think differently, a sentiment that helped reshape Apple?ÇÖs identity. Or look at the more recent Relax, it?ÇÖs iPhone campaign. It's a perfect example of a confident, culturally attuned piece of storytelling that brings product reliability to life through everyday scenarios. Both campaigns are rooted in Apple?ÇÖs core belief, yet executed in ways that feel fresh, human, and relatable.It?ÇÖs always these simple, relatable ideas that tend to connect best with the audience. It begins with a deep understanding of what the brand stands for, spotting its core strengths, and tailoring narratives around them. With the right lens and consistent execution across owned, earned, and paid media, they can create real, lasting impact. You?ÇÖve worked with both early-stage startups and global brands. How does the storytelling approach differ across these stages? Right story framing starts with working closely with leadership to understand where the company stands today, what their long?term goals are, and what they expect from communication efforts.For early-stage startups, the narrative usually is all about their eureka moments, what led to their breakthrough, and the founder?ÇÖs vision. For global brands, it?ÇÖs more about their journey, how they?ÇÖre shaping global trends, how their technology is evolving, and establishing authority as thought leaders in their niche.Regardless of size, early-stage, mid-size, or large, the key is to find what truly sets a company apart. Every brand has a voice and a unique positioning that comes from its leadership, business model, product, culture, and vision. The success of any PR campaign depends on how well you can spot those distinct strengths and translate them into stories worth sharing and reading. Content created for PR often ends up informing social media, newsletters, and even ad campaigns. Is this becoming the new normal? Absolutely, and it?ÇÖs no surprise. PR teams spend a great deal of time curating and refining brand messaging, not just for the media, but as a starting point for broader content strategies. The narratives built for PR often become the foundation for 360-degree campaigns, whether it?ÇÖs social media, newsletters, websites, or even ad copy. This content is carefully tailored to meet short-term goals while staying aligned with the brand?ÇÖs long-term vision.Today, with AI-generated content flooding every channel, especially with the wide adoption of tools like ChatGPT, what truly stands out is thoughtful, human-centered storytelling that reflects brands?ÇÖ values, voice, and expertise. PR content brings that credibility. That?ÇÖs why we?ÇÖre seeing it flow across platforms and adding value. How is this shift impacting the way PR teams are structured internally ?Çö in terms of roles, skill sets, and collaboration with other teams? This shift has definitely influenced the way PR teams are structured. At Star Squared PR, we?ÇÖve seen the need for dedicated content professionals grow remarkably. We actively hire people with strong content backgrounds, including former journalists, to shape sharp, brand-aligned narratives and content strategies.While the client servicing team works closely with the media team to engage with journalists, our content team complements these efforts by crafting compelling media pitches, developing trending story ideas, and ensuring messaging stays consistent with the brand?ÇÖs positioning.In the current scenario, this type of collaboration is essential, especially as the media landscape is continuously changing. There?ÇÖs also a soaring demand for flexible and adaptable media professionals, people who not only understand traditional formats like print, television, and radio but also the ins and outs of ever-evolving digital platforms like social media, blogs, and vlogs. Strong narratives, cross-platform thinking, and seamless collaboration are what the shift demands.What kind of talent or mindset does modern PR demand ?Çö especially in a world where brand messaging is fluid and fast-moving? Modern PR has moved away from generalists handling everything to teams with specialists in distinct roles. There?ÇÖs a clear need today for strong content professionals, media specialists who know how to work with journalists, and client servicing professionals who understand both the brand and the media ecosystem.To be effective, teams need a good mix of agility, strategic thinking, and emotional intelligence. They must understand the audience they?ÇÖre speaking to and tailor strategies that actually resonate. Modern PR also calls for adaptability?Çötweaking messaging in response to real-time shifts. With much of PR now happening online, digital know-how across social media, analytics, influencer platforms, and content tools is a must. The best PR professionals need to be digitally fluent, stay open to learning, adapt quickly, and keep their work aligned to the bigger picture. Finally, what do you think the PR function will look like in the next 3-5 years ?Çö especially as storytelling continues to blur the lines between content, communication, and commerce? Over the next 3-5 years, PR will continue to be a strategic value-add within marketing, holding its top place through the power of earned media. PR teams will work even more closely with leadership to shape narratives that reflect the brand?ÇÖs core identity.Technology will keep changing how PR operates. After a decade dominated by new-age formats like social media, blogs, vlogs, and forums, the coming years could be a playground for AI-driven formats like AR and VR. PR will continue to play a vital role in building brand reputation and contributing to the bottom line through relevant, timely storytelling. As original content grows in value, PR narratives and news media will remain trusted sources of credibility.

Adgcraft, one of India?ÇÖs most trusted PR agencies, has secured the PR mandate for Clove Dental, Asia?ÇÖs largest dental clinic chain with over 620 clinics in 26 cities across India. As the PR partner, Adgcraft will oversee Clove Dental?ÇÖs integrated public relations, media relations, and communication strategy, with the goal of enhancing the brand?ÇÖs national presence and leadership positioning in the healthcare sector. In India, oral healthcare often remains a neglected aspect of overall well-being, despite its close connection to systemic health issues like diabetes, heart disease, and infections. Many people seek dental care only at advanced stages of disease, leading to higher costs and complications. There is an urgent need for awareness around preventive dental care, regular checkups, and good oral hygiene practices. By partnering with Clove Dental, which is actively working to bring dental health to the forefront through accessible services and awareness campaigns, Adgcraft aims to support a nationwide movement towards more informed and proactive oral healthcare practices.Speaking on the partnership, Abhinay Kumar Singh, Founder and Managing Director of Adgcraft, said, ?Ç£We are excited to partner with Clove Dental, a brand that has transformed oral healthcare in India. At Adgcraft, we believe in building purposeful communication for impactful brands, and Clove's vision to offer high-quality, patient-centric care aligns perfectly with our own values. Our team is committed to leading the PR strategies that highlight Clove?ÇÖs mission, innovations, and contributions in the dental care ecosystem. With this collaboration, we are also strengthening and expanding our dedicated healthcare vertical to work with brands that are driving meaningful change in the sector.?Ç¥?Ç£As we scale further and look to deepen public engagement around dental health awareness, strategic communication becomes more critical than ever. Partnering with Adgcraft will help us strengthen our narrative, highlight our clinical excellence, and bring oral health into mainstream health conversations. We look forward to leveraging their expertise to connect with our stakeholders and the larger healthcare ecosystem,?Ç¥ said Sumit Saxena, Vice President, Marketing & PR, Head of Brands (Group Companies), Clove Dental.Clove Dental?ÇÖs focus on quality, hygiene, transparency, and patient trust has made it a household name in oral care. With this partnership, the brand aims to further strengthen its reputation and make dental healthcare a more mainstream conversation in India.

Anushree Kirtikar, the former Head of PR and Communications, Jio Creative Labs, has been elevated to the role of Head of Entertainment. Before she moved to Jio in 2023, Anushree held the position of Chief Operating Officer at a global reputation management firm in Mumbai, managing high-impact relationships across the entertainment, fashion, and music industries, skillfully shaping narratives for talent within the entertainment sector.Anushree announced this career milestone on LinkedIn, reflecting on her journey:? “Two years ago, I stepped into Jio Creative Labs as Head of Communications and PR, diving into the art of storytelling and strategy. Today, I’m excited to take on this expansive and challenging role as Head of Entertainment. It marks the beginning of an exciting new chapter filled with myriad possibilities. I’m immensely thankful for JCL’s trust and support, which have empowered me to shape compelling stories and strategies spanning across a wide gamut and appeal to audiences across the spectrum. JCL’s belief in me has been a driving force, and I’m deeply grateful for the chance to grow alongside ?a?n amazingly talented team; they are my backbone."“Always moving forward-that’s my mantra,” she added.With over 14 years of experience in the entertainment and branding industries, Anushree brings a wealth of expertise to her new role.

From headlining music festivals like NH7 Weekender to shaping India?ÇÖs esports narrative through DreamHack and BGMS, Arjun B, PR Manager at NODWIN Gaming, is at the forefront of a new-age media strategy. In this candid conversation, he unpacks the nuances of PR in one of India?ÇÖs fastest-growing industries, reflects on learnings from his award-winning stint at Boult Audio, and shares how influencer partnerships and purpose-driven storytelling are shaping the future of gaming communications.Your role at NODWIN Gaming involves overseeing PR for a diverse range of properties. How do you tailor your communication strategies for such varied audiences, from music festivals like NH7 Weekender to esports events like Dreamhack India?At NODWIN Gaming, overseeing PR for such a diverse portfolio is both thrilling and challenging. Each IP we manage, from NH7 Weekender, which is one of India's most beloved music festivals, to DreamHack India, a massive esports event, requires a finely tuned communication strategy that resonates with its unique audience.For example, with NH7 Weekender, our focus is on creating a narrative that celebrates music, culture, and community. We highlight the festival?ÇÖs diversity, its connection with fans, and the experience it offers. The communication leans heavily on the emotional, nostalgic elements that come with a 15-year legacy, tapping into the festival?ÇÖs long-standing fan base while attracting new audiences.On the other hand, with DreamHack India, we shift gears to a more technical and competitive tone, emphasizing the global nature of esports, the rising talent, and the immersive gaming experiences that the event offers. Here, our strategy involves engaging both gaming enthusiasts and the growing esports community, while also promoting the event's cutting-edge entertainment elements.Ultimately, we have a curated approach for each IP, making sure that the messaging reflects the core essence of the event and speaks directly to its audience. Whether it?ÇÖs fostering emotional connections in music or celebrating competition and innovation in esports, the goal is always to amplify visibility and drive engagement, while staying true to the values of each property.The gaming and esports industry is rapidly growing in India. What are some unique PR challenges you?ÇÖve faced in this space, and how have you adapted your strategies to engage this dynamic audience?The gaming and esports industry in India is indeed growing at an incredible pace, but with that growth come unique PR challenges that require a tailored approach to engaging this dynamic and evolving audience. One of the biggest challenges is the need to balance building hype and educating the broader public about esports. While esports has seen massive viewership growth?Çölike our IP BGMS reaching over 100 million across platforms?Çöit's still not as mainstream as traditional sports like cricket or football. The general public, especially non-gamers, might not fully understand the magnitude or potential of esports. This requires us to craft storytelling that resonates with both hardcore esports fans and casual viewers. We focus on pre-event hype, sharing player profiles, iconic tournament moments, and post-event deep dives to engage all kinds of audiences.Another challenge is garnering sustained coverage from tech and mainstream publications. While esports is booming, it's not always given the same attention that other consumer tech brands receive. Lastly, breaking into traditional sports coverage spaces is a challenge. Though esports is growing rapidly, with viewership statistics climbing and prize pools increasing (up to Rs 22 crore in 2024), esports is still often considered niche in the context of India's broader sports culture. The key to overcoming this has been pushing for esports to be recognized at events like the Asian Games and highlighting how esports players are serious athletes, deserving of the same recognition as their counterparts in cricket or football.By adapting our strategies to tell multi-layered stories, we?ÇÖve been able to engage a wide audience and ensure that esports continues to gain the visibility and respect it deserves.At Boult Audio, you led the award-winning "BOULT Unwrapped" campaign. Can you walk us through the key elements that made that campaign a success, and how you applied those learnings in your current role at NODWIN Gaming?The "BOULT Unwrap" campaign was such an exciting initiative for me, especially since it focused on the joy of gifting during the festive season. We really wanted to tap into that emotional connection people have with gifting. So, we started with a few captivating digital films that set the tone perfectly. It highlighted our smart wearables as thoughtful gifts, and the response was amazing! But that was just the beginning. We adopted a 360-degree PR approach, which meant we utilized everything from influencer campaigns to traditional PR. Plus, we made sure our social media presence was vibrant and engaging.One of the standout features was that we also took a hyperlocal approach, producing curated festive listicles that celebrated the rich diversity of festivals across India. This really resonated with our audience and showcased our commitment to honoring different cultural traditions. We teamed up with a couple and sibling influencers, and their engaging content helped us reach a wider audience. We ended up achieving close to 10 million views, which was fantastic!We also included exciting giveaways, which drove participation and created a buzz around our brand on social media. People love interacting with campaigns, and this really helped get the conversation going!Now, bringing this back to my current role at NODWIN Gaming, I've taken many of those lessons to heart. When we?ÇÖre promoting events like NH7 Weekender or DreamHack India, One of the best parts of the "BOULT Unwrapped" campaign was how we involved our community. We invited users to share their own gifting experiences which created a ton of organic content and buzz around the brand. That idea of community-driven content is something I?ÇÖve applied at NODWIN as well. Whether it?ÇÖs esports fans sharing their favorite tournament moments or NH7 Weekender attendees posting about their experiences, building that sense of community is huge for brand engagement.The key takeaway for me has been understanding the audience and creating culturally relevant content. Whether we?ÇÖre celebrating music or esports, it?ÇÖs all about connecting with people and creating memorable experiences together. I?ÇÖm really excited to keep pushing these boundaries in our dynamic industry!Esports and gaming events rely heavily on digital media. How do you leverage social media and influencer partnerships to amplify your PR campaigns and build strong brand narratives in these spaces?Social media and influencer partnerships are essential in amplifying PR campaigns and building strong brand narratives in the esports and gaming space. These digital platforms serve as the primary engagement points for our key audience. We focus on tapping into the power of esports players, streamers, and gaming channels, which are crucial in shaping fan experiences and driving engagement. Esports players are the face of our tournaments and events, and they often have dedicated fanbases that trust their opinions. By collaborating with these players, we are able to create organic, authentic content that resonates with their followers. Whether it's through live streams, social media posts, or personal stories, players can bring their unique voice to our campaigns. We use this to highlight major event moments, player journeys, and achievements, which naturally helps build a strong narrative around our brands like DreamHack and BGMS. Gaming channels and esports content creators are also central to our digital media strategy. Platforms like YouTube, Twitch, and even Instagram and X have gaming influencers with massive reach and credibility in the community. We collaborate with these popular streamers and gaming channels to promote events, live-cast matches, and share exclusive content like in-game moments or team announcements.By integrating esports players, gaming channels, and influencers into our digital strategy, we build authentic narratives that resonate with fans and create buzz around our events. Social media is not just a tool for promotion; it?ÇÖs a dynamic platform where we engage, entertain, and inform, ensuring our brands stay relevant and top of mind in the esports and gaming communities.At NODWIN Gaming, we recognize the power of these digital spaces and continuously evolve our strategies to capitalize on their full potential, ensuring that our PR campaigns create lasting impact and foster long-term audience loyalty.What role do you see PR playing in shaping the future of gaming and esports in India? How do you think PR professionals can contribute to the growth and mainstream recognition of the industry?PR has a critical role in shaping the future of gaming and esports in India, especially when it comes to building acceptance, legitimacy, and mainstream recognition. The primary objective is to shift perceptions and establish it as a legitimate career path supported by both governments and families.First and foremost, we need to craft narratives that emphasize the professional, skill-based nature of esports. Unlike RMG, where luck is a significant factor, esports requires dedication, strategy, and expertise, much like traditional sports. Through consistent messaging, we can highlight the discipline, training, and team dynamics involved in esports, helping to distance it from any stigma associated with gambling. By promoting success stories of Indian esports athletes, who have not only earned a livelihood but also represented India on global stages, we can showcase esports as a valid and promising career option.To build legitimacy, we must also engage with government bodies, policymakers, and educational institutions. By positioning esports as a growing sector that contributes to the economy, job creation, and technological innovation, we can advocate for policies that recognize and regulate esports as a formal industry. This includes driving conversations around infrastructure, investments, and skill development, which can help create a structured ecosystem for esports players, coaches, and managers. Moreover, highlighting international benchmarks?Çösuch as esports being included in the Asian Games and the growing support from governments worldwide?Çöcan push for similar recognition in India.For families, one of the key challenges is shifting the mindset that gaming is purely recreational. We can play a pivotal role by educating parents and communities about the various career paths in esports, from professional players to shoutcasters, content creators, analysts, and event organizers. By showcasing the financial success, professional growth, and international opportunities available in the industry, PR can help reshape family perceptions and encourage acceptance of esports as a viable, respectable career option.As a young leader in the PR industry, what advice would you give to aspiring PR professionals looking to make a mark in the gaming and entertainment sectors? What are your views on the current state of PR and what are your future predictions?As a young leader in PR, especially within gaming and entertainment, my first piece of advice for aspiring PR professionals would be to stay passionate and informed. These industries are constantly evolving, and you need to genuinely love what you do to keep up with the pace. Whether it?ÇÖs the latest esports trends, a new game release, or even the rising influence of streamers, it?ÇÖs so important to stay curious and engaged. If you?ÇÖre excited about these spaces, it will show in the way you craft stories and connect with your audience.Second, really get to know your audience. The beauty of gaming and entertainment is that they attract a wide range of people, and no two audiences are exactly the same. Gamers, esports fans, or music festival-goers all have different preferences, so it?ÇÖs about finding the right message for the right group. Tailoring your communication strategies to speak directly to these groups is key to making an impact.Another tip would be to embrace the power of storytelling. Whether you?ÇÖre promoting a game launch or a festival, PR is about creating stories that people want to be part of. In gaming, for instance, it could be the personal journey of a player, the growth of a team, or the community around the game. These are the narratives that pull people in and build lasting connections.Looking ahead, I think PR is going to lean even more into digital media and influencer partnerships. As social media and gaming influencers continue to grow in importance, PR professionals will need to master these platforms and work closely with content creators to amplify their brand stories. This shift is already happening, and I see it becoming an even bigger part of the PR landscape.Finally, my advice for aspiring PR pros is to be adaptable and willing to experiment. Gaming and entertainment are creative industries, and there?ÇÖs always room to try something new. Whether it's experimenting with new media platforms or pushing the boundaries of traditional PR strategies, don't be afraid to think outside the box. The future of PR, in my view, will be all about finding new ways to authentically connect with audiences in an increasingly digital and immersive world. So, be bold, stay curious, and never stop learning!

Authored by Soumyajit MahapatraIn an era overwhelmed by content, clicks, and constant communication, Public Relations hasn?ÇÖt vanished?Çöit has evolved. It?ÇÖs no longer about managing perceptions. It?ÇÖs about cultivating trust.PR today isn?ÇÖt about spin or manipulation. It?ÇÖs about responsibility. Trust has become the core currency?Çöand the best PR practitioners are earning it through transparency, empathy, and data-driven clarity.From Spin Control to Trust EquityModern audiences are too informed to be fooled by polish or posturing. They expect truth?Çöand know how to spot the absence of it.PR is no longer just about controlling narratives. It?ÇÖs about accountability to customers, employees, and communities.Gone are the days when media coverage alone defined success. Today, real-time sentiment tracking, agile storytelling, and alignment across departments have taken center stage. Public Relations has evolved from a siloed function into a core part of strategy across product, marketing, HR, and leadership.Purpose as Compass?ÇöNot CampaignBrand purpose is no longer a marketing slogan?Çöit?ÇÖs a north star that must inform every decision and interaction. Inconsistent messaging or half-hearted posturing can erode years of goodwill in a moment.In 2025, purpose is not optional. It?ÇÖs the foundation of public relevance.When brands misstep?Çöand they will?Çöthe correct response isn?ÇÖt spin, but transparency, accountability, and timely action. The modern PR response begins with listening, not deflection.The New PR Professional: Data-Literate, Emotionally FluentToday?ÇÖs most effective communicators combine quantitative insights with qualitative understanding.Dashboards and analytics offer direction?Çöbut they don?ÇÖt build human connection. Emotional intelligence and sincere communication do. The future of PR belongs to professionals who can interpret data and also connect with people on a human level.Crisis Communications Reimagined: Preparedness Over ControlCrisis PR is no longer about silencing stories or stalling news cycles. It's about being prepared.The most impactful responses are authentic, timely, and human?Çönot legalistic or overly rehearsed. Clear protocols, empowered spokespersons, and intuitive judgment about when to speak and when to stay silent are now critical parts of crisis readiness.Global Case Studies: Trust in PracticeAround the world, brands are adapting to this new reality through bold, values-led approaches. These standout cases show how authentic engagement and transparency build real credibility:Astronomer: Reframing Crisis with HumorAfter a viral incident at a Coldplay concert, the tech brand sidestepped a traditional apology. Instead, it launched a self-aware campaign featuring Gwyneth Paltrow and Ryan Reynolds?ÇÖ agency, using humor to reframe the conversation and move forward.Steve Madden & FKA Haeckels: Radical Transparency Builds EquitySteve Madden saw a rise in investor trust after candidly acknowledging past missteps. FKA Haeckels went a step further?Çösharing internal decision-making and pricing breakdowns with the public. The result: increased loyalty and engagement.Vita Coco: Community Over CelebritiesReplacing traditional influencer campaigns, Vita Coco activated a vending machine in NYC, offering free samples of its new product. No hashtags. No contracts. Just real people and real buzz.Patagonia & Lego: Purpose in Daily PracticePatagonia?ÇÖs 2022 move to transfer ownership to a climate nonprofit remains a landmark in brand ethics. Meanwhile, Lego continues to embed diversity and inclusion into its products through meaningful, consistent design decisions?Çönot just PR statements.Seven Trends Redefining Public RelationsThe transformation of PR is being driven by both technological advancement and cultural expectation. Here are seven forces shaping the next era of the profession:AI-Powered ListeningReal-time sentiment analysis helps anticipate issues and act before they escalate.Hyper-Personalized MessagingTargeted storytelling enables brands to connect with niche audiences in meaningful ways.Integrated StorytellingConsistency across all touchpoints?Çöpress, social, product, and support?Çöis now essential.Radical TransparencyAudiences respect honesty?Çöeven when it?ÇÖs uncomfortable. Authenticity is the new strategy.Real-Time Human ResponsesIn moments of crisis, speed and sincerity matter more than scripted perfection.Community-Led EngagementsThe shift is away from celebrities and toward peer-driven movements and grassroots activation.Values-Driven ConsistencyBrands like Dove, Lego, and Patagonia continue to lead by living their mission every day?Çönot just promoting it.Not the End of PR?ÇöThe End of PretendingTraditional PR?Çöthe kind that polished messages, controlled the press, and stayed on script?Çöis fading fast. In its place is something far more meaningful.Public Relations is becoming a discipline rooted in truth. In consistency. In trust. The professionals who thrive in this new landscape won?ÇÖt be those who shout the loudest, but those who listen the best?Çöand speak when they?ÇÖve earned the right to be heard.The future of PR isn?ÇÖt coming. It?ÇÖs already here.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. 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. Over the past decade, public relations in India have transformed from a largely transactional function into a strategic pillar of brand building. From navigating fast-moving news cycles to managing omnichannel narratives, today?ÇÖs PR firms are expected to deliver more than just media visibility?Çöthey must offer clarity, context, and counsel in a hyper-connected world. At the forefront of this evolution is Carmine Communications LLP, a firm known for its integrated approach, digital fluency, and purpose-driven storytelling.In conversation with Adgully, Minesh Raja, Founder & Partner at Carmine Communications LLP, shares how the agency is redefining the role of modern PR?Çöfrom being media intermediaries to becoming strategic architects of brand reputation. Drawing from his own entrepreneurial journey, Raja offers insights into the rise of programmatic storytelling, the impact of media fragmentation, and why clarity, empathy, and adaptability are the most critical skills for PR professionals today.From founding Carmine Communications LLP to leading it?Çöhow has your journey shaped your view of the evolving PR landscape in India?When I started Carmine, I saw a gap?Çönot just in the kind of work being done, but in the mindset. PR was largely transactional back then?Çöpress releases, event coverage, damage control. My vision was to build a firm that works like a strategic partner to brands, not just a vendor. Over the last decade, the Indian PR landscape has undergone a tectonic shift. The advent of digital media, the explosion of content platforms, and the rise of citizen journalism have completely redefined our playing field.This journey has reinforced my belief that PR today is about reputation architecture, not just publicity. We now operate at the intersection of strategy, culture, and community. Clients come to us not only for media coverage but for guidance on how to speak, when to speak, and what not to say in a hyper-reactive world. It?ÇÖs been humbling and exhilarating to lead a team through that transformation. With PR increasingly merging with digital and content marketing, how is Carmine adapting to this convergence? We embraced the shift early on. At Carmine, we?ÇÖve always believed that good communication doesn?ÇÖt live in silos. What used to be separate departments?ÇöPR, digital, content?Çöare now merged in one unified strategy. We've built in-house capabilities for Digital PR that cover content creation, influencer marketing, crisis mitigation, social media analytics, and even community building.For instance, today a product launch campaign doesn?ÇÖt just mean a press note?Çöit includes an interactive landing page, curated influencer reels, SEO-backed blog content, regional media outreach, and real-time response mapping on digital platforms. This approach helps us tell stories in formats that match how people consume content today. A campaign's success now depends on its ability to be discovered, shared, and believed?Çönot just printed.We?ÇÖve also made a conscious effort to hire young talents and upskill our existing team in digital analytics, SEO, and creative storytelling formats that go beyond words?Çölike video bytes, carousels, memes, and podcasts. PR has truly become omnichannel?Çöand we?ÇÖve evolved our DNA to reflect that. What, according to you, sets a good PR professional apart in today?ÇÖs fast-paced media environment? The answer used to be ?Ç£relationships,?Ç¥ and while that?ÇÖs still important, today I?ÇÖd say it?ÇÖs clarity under chaos. News cycles are shorter than ever. A trend can go viral in minutes and die within hours. Amid that speed, what separates a good PR professional from the rest is someone who can assess a situation quickly, think strategically, and act responsibly.Empathy is another underrated but critical skill. You're often the voice behind the brand?Çöwhether you're announcing layoffs, addressing a crisis, or launching a new product?Çöand how you shape that message affects public perception. Professionals who can combine strategic thinking with emotional intelligence will always have the edge.Also, adaptability. Today?ÇÖs PR professionals must know how to map the latest trends, brief a journalist in the morning, pitch a podcast by noon, and draft a CEO statement, articles in the evening. Those who succeed are the ones who can code-switch between formats, tones, and audiences seamlessly. You?ÇÖve worked with a variety of brands?Çöhow do you tailor your communication strategy to match different brand personalities and sectors? Great communication starts with listening. At Carmine, before we recommend anything, we immerse ourselves in the brand?ÇÖs ecosystem?Çöits history, tone, pain points, audience behaviors, and even internal culture. Because no two brands are the same, our approach must reflect that uniqueness.Let?ÇÖs say we?ÇÖre working with a new-age fintech startup. The storytelling will focus on disruption, innovation, business model and digital trust. Now compare that with a legacy healthcare institution?Çöhere the narrative might lean into credibility, care, success ratio and clinical excellence. The voice, visuals, platform strategy, and even response mechanisms differ dramatically.We use audience insights, brand archetypes, competitive analysis, and sentiment mapping to build a brand-aligned communication matrix. What remains constant is our belief that the story must be authentic?Çöbecause forced branding is easy to detect and quick to fail in today?ÇÖs transparent media environment. Crisis communication has become more critical than ever?Çöwhat?ÇÖs your approach when a brand faces a reputation challenge? The speed at which misinformation spreads today makes crisis communication more crucial than ever. At Carmine, we treat crisis planning as a mandatory component of brand stewardship, not a reactive task. We help brands build internal playbooks that include scenario mapping, pre-approved messaging, media handling protocols, and chain-of-command clarity.When a crisis hits, our first instinct is to pause and gather facts. Acting too fast without clarity can do more damage than delay. Once we have the facts, our priority is to communicate swiftly, honestly, and empathetically?Çöwhether it?ÇÖs to the media, employees, or customers.At Carmine Communications, we?ÇÖve stood shoulder-to-shoulder with corporates and high-profile individuals caught in India?ÇÖs most unforgiving PR storms?Çöcoordinated media offensives, digital smear campaigns, hostile activism, and regulatory controversies engineered to fracture public trust.Over the years, we?ÇÖve learned a hard truth: in an age where narratives are weaponised, blind acceptance of blame is rarely a strategy?Çöit?ÇÖs surrender. When reputational damage stems from an unintentional act, our approach is surgical. We dissect the issue, surface overlooked facts, build credible references, and inject context that reframes perceptions. The goal is clear: tilt the discourse, diffuse hostility, and redirect scrutiny without compromising credibility.We don?ÇÖt just manage a crisis; we manoeuvre the narrative?Çöturning potential reputational free fall into an opportunity to reinforce our clients?ÇÖ standing. Because in today?ÇÖs hypercharged environment, trust isn?ÇÖt given?Çöit?ÇÖs defendedHow has media fragmentation (regional media, influencers, social channels) impacted the way you plan and execute PR campaigns?It has made campaigns both more complex and more exciting. Earlier, you?ÇÖd build a single campaign narrative and push it through a handful of national dailies and business channels. Today, a campaign may need 10 different content formats, 5 language versions, and partnerships with 30 creators to reach the same level of visibility and engagement.This fragmentation has also brought hyper-personalization to the forefront. We now build audience clusters?Çönot just by geography but by digital behavior, platform preference, and influencer credibility. For instance, a regional journalist might carry more weight in Tamil Nadu than a national media house. Or a micro-influencer in Pune might generate higher engagement than a Bollywood name.So, we plan campaigns in modular formats?Çöallowing for adaptation across platforms, languages, and audience expectations. Yes, it requires more effort. But the impact? Far deeper and more measurable. What?ÇÖs your take on the role of purpose-driven communication in building long-term brand equity?Purpose is not a marketing hook?Çöit?ÇÖs a business compass. And consumers today are asking the hard questions: What does your brand stand for? How do you treat your employees? What?ÇÖs your environmental footprint? If your answer is vague, they?ÇÖll move on.At Carmine, we encourage clients to identify authentic purpose pillars and build consistent communication around them?Çönot just during campaigns but in everyday messaging. Whether it?ÇÖs DEI, sustainability, or social impact, we help brands walk the talk. That means aligning leadership messaging, media strategy, internal culture, and social voice with their stated purpose. What advice would you give to young professionals who aspire to enter the world of communications and PR today?Learn the craft?Çöthen learn the business. PR is no longer just about writing press releases. It?ÇÖs about understanding media behaviour, digital platforms, consumer psychology, and brand strategy. So read widely, write regularly, ask questions, and stay hungry. Don?ÇÖt chase shortcuts.???Also, build relationships?Çöreal ones. This industry still thrives on trust and credibility. That?ÇÖs your biggest asset. And lastly, develop resilience. There will be days of chaos, campaigns that flop, and crises that unfold at midnight. If you can keep your cool, stay ethical, and still find the story worth telling?Çöthat?ÇÖs when you know you?ÇÖre in the right place.

Value 360 Communications Limited, one of India?ÇÖs leading integrated public relations and communications agencies, has filed its Draft Red Herring Prospectus (DRHP) with the Securities and Exchange Board of India (SEBI), marking a historic step for the Indian marketing services industry. With this move, the firm is poised to become the first Indian-origin PR and digital-first communications company to go public.The proposed Initial Public Offering (IPO) comprises a fresh issue of equity shares worth ?240 crore and an Offer For Sale (OFS) of up to 1.59 crore equity shares by existing shareholders, including the company?ÇÖs promoters. The IPO is being managed by Axis Capital, JM Financial, and IIFL Securities, who are acting as the Book Running Lead Managers (BRLMs).Founded in 2003 by Kunal Kishore, Manish Tewari, and Umesh Kumar, Value 360 has steadily evolved from a traditional public relations consultancy into a full-stack communications agency. Today, it offers a wide range of services including media relations, influencer marketing, digital and social media campaigns, brand storytelling, reputation management, content production, and public affairs advisory.The net proceeds from the fresh issue are proposed to be used for funding the company?ÇÖs working capital requirements, investments in technology infrastructure to enhance automation and analytics capabilities, and pursuing strategic acquisitions. A portion will also be allocated toward general corporate purposes, according to the DRHP.Value 360?ÇÖs business model is underpinned by its ability to deliver integrated communications campaigns across earned, owned, and paid media channels. The agency has partnered with over 500 brands across sectors such as technology, consumer goods, fintech, healthcare, education, startups, and lifestyle ?Çö with a focus on high-growth and digitally active categories.What sets Value 360 apart is its digital-first mindset. The agency has been early to adopt tools and platforms that blend performance marketing with content and community building. Its offerings include AI-driven dashboards, media monitoring solutions, influencer intelligence systems, and proprietary content formats designed to deliver measurable impact for clients.The IPO comes at a time when India?ÇÖs advertising and communication industry is witnessing robust momentum, with more brands prioritizing storytelling, trust, and engagement alongside traditional performance metrics. As the PR and content ecosystem becomes more data-driven and result-oriented, Value 360?ÇÖs listing could redefine how the communications business is perceived ?Çö not just as a creative function but as a strategic growth partner.Post-listing, the company aims to expand its national and international footprint, particularly in Southeast Asia and the Middle East, deepen its capabilities in regional communications, invest in ESG and crisis management solutions, and selectively acquire boutique agencies to bolster service depth in niche categories.In the long term, Value 360?ÇÖs move could help bridge the valuation and visibility gap between India?ÇÖs creative services sector and its global counterparts. It also signifies the increasing convergence between PR, digital marketing, and advertising ?Çö with clients now seeking integrated solutions across channels.By aligning capital with creativity and combining digital agility with storytelling expertise, Value 360 is not just preparing for its next phase of growth ?Çö it is also laying the foundation for how the future of communications in India might look: data-backed, investor-driven, and globally scalable.

The RoundTable Central Co powered by BrandStory Digital?ÇÖs PR Division, recently completed its impactful first season with 10 episodes across five high-impact themes of AI & India, Corporate Social Responsibility (CSR), the Semiconductor Industry, Corporate Well-being, and Employer Branding. Each theme was covered in two episodes, moderated by an industry expert and featuring four distinguished panelists including CEOs, founders, and industry experts. The sessions stand out as a platform that responds to the pulse of the new generation, and are deep into timely topics that influence both business and society. With real-time issues like AI integration, ethical responsibility in business, and the future of work, the episodes offered clarity, sparked awareness, and encouraged actionable outcomes for organizations across sectors. Released on prominent digital platforms, the discussions offered unique perspectives, sparking meaningful industry-wide engagement. ?Ç£Roundtable Central was built to inspire dialogue that matters. Season one proved the power of diverse voices coming together to drive meaningful insights and fresh ideas with real impact?Ç¥ said Bala Kumaran, Founder & CEO of BrandStory Digital. He further added that ?Ç£its impactful storytelling and strategic thought leadership, enabling businesses and leaders to navigate emerging trends with clarity, relevance and purpose?Ç¥. Payyal Daasgupta, Communications Director BrandStory Digital, shared ?Ç£RoundTable Central is not just a series, it?ÇÖs a movement towards more informed, inclusive, and forward thinking dialogue. As the communications arm of BrandStory Digital, we are proud to have crafted a platform that blends strategic storytelling with the power of expert perspectives. Season one reaffirmed our belief that when the right voices come together, the conversation doesn?ÇÖt just end at the table it sparks change across boardrooms, industries, and communities. We are geared up & excited for the new voices & topics in season two of Roundtable Central?Ç¥ RoundTable Central is a modern-age think tank and innovative platform that brings together influential voices to engage in deep forward discussions on topics that will shape the future. It serves as a hub where thought leaders, industry experts and visionaries come together to explore challenges, generate insights, and push boundaries of conventional dialogue that makes few meaningful differences.

SMFG India Credit has announced the appointment of Yogini Joglekar as Vice President ?Çô Marketing, marking a significant addition to its leadership team. In her new role, Joglekar will lead the company?ÇÖs efforts across brand strategy, public relations, and social media?Çökey areas that are crucial to the company?ÇÖs growth and evolving digital presence.Joglekar brings a rich background in communications, having previously spearheaded corporate communications at Tata Capital. Over the years, she has established herself as a seasoned communications professional with deep-rooted expertise in storytelling, brand positioning, and stakeholder engagement. Her journey into marketing and communications began after a successful stint as a personal finance journalist, which helped her develop a consumer-first approach and strong understanding of the financial landscape.This transition reflects SMFG India Credit?ÇÖs intent to enhance its brand visibility, deepen trust with consumers, and strategically align its communication with business goals. With the financial services industry becoming increasingly competitive and digital-first, her role is expected to drive more integrated and insight-driven campaigns that resonate with diverse audiences.Speaking about the move, industry peers have noted that Yogini?ÇÖs blend of newsroom sharpness and corporate experience positions her uniquely to lead the next phase of the brand?ÇÖs marketing evolution.As SMFG India Credit continues to expand its presence and impact, this leadership appointment signals its focus on strengthening brand storytelling, improving customer outreach, and building deeper relationships with its stakeholders.

Swiggy has strengthened its communications team with the appointment of Akshita Agrawal as part of its PR & Communications team for the food business vertical, encompassing Marketplace, Dineout, SNACC, and Bolt. She will work closely with Akanksha Jain to lead strategic storytelling and brand reputation efforts across these segments.With over 13 years of experience in B2C communications, reputation management, and thought leadership, Akshita brings a rich blend of in-house and agency expertise. Prior to Swiggy, she spearheaded PR and communications at Magicbricks for nearly four years. Her earlier roles at The PRactice and Adfactors PR saw her handle mandates across data-led narratives, consumer engagement, and social impact.Announcing the move on LinkedIn, Akshita shared, ?Ç£It?ÇÖs time to chase my interests in technology, food, sustainability, and everything in between.?Ç¥Her appointment underscores Swiggy?ÇÖs continued focus on building a strong and future-forward brand in the dynamic food and dining ecosystem.

Rixos Hotels has appointed Brazen MENA as the strategic Public Relations partner for the launch of Rixos Obhur Jeddah, Saudi Arabia?ÇÖs first true all-inclusive family and lifestyle resort. The appointment follows a competitive pitch process and marks a milestone moment for both brands as Rixos makes its highly anticipated debut in the Kingdom.Located on the shores of Obhur Bay, Rixos Obhur Jeddah represents a bold new chapter in experiential travel, combining elevated hospitality with a vibrant, family-first approach. The resort blends contemporary elegance with Arabian hospitality and features 250 accommodations, a private beach, curated dining concepts, world-class wellness facilities, and Jeddah?ÇÖs only dedicated kids?ÇÖ club.Brazen MENA will lead launch communications for the flagship property, with a remit spanning strategic media relations, content development, influencer engagement, and storytelling around the brand?ÇÖs signature ?Çÿall-inclusive, all-exclusive?ÇÖ philosophy. The agency will spotlight the resort?ÇÖs cultural relevance and its role in shaping Saudi Arabia?ÇÖs evolving tourism landscape.The win further strengthens Brazen MENA?ÇÖs growing portfolio in the Kingdom and reinforces the agency?ÇÖs track record in delivering high-impact, locally relevant campaigns for the region?ÇÖs most exciting hospitality brands.Louise Jacobson, Managing Partner at Brazen MENA, commented:?Ç£This is a hugely exciting win for the agency. Rixos Obhur Jeddah isn?ÇÖt just a resort ?Çô it?ÇÖs a game-changing destination that speaks to where Saudi tourism is heading. Our expertise in lifestyle, hospitality, and market-first openings puts us in a prime position to help bring the launch to life and create lasting impact.?ÇÖ?ÇÖMohammed Al-Khatib, General Manager of Rixos Obhur Jeddah, added:?Ç£We are delighted to partner with Brazen MENA at this pivotal moment for the Rixos brand in Saudi Arabia. As a milestone launch, it was essential to find a PR partner who understands the market and brings bold, creative storytelling. Brazen MENA stood out for their strategic thinking, local insight, and passion for lifestyle-driven communications ?Çô we?ÇÖre excited to bring this destination to life together.?ÇÖWith offices in Dubai and Riyadh, Brazen MENA continues to build on its bold new brand platform ?Çô B Ahead, B Brazen, driving greater Visibility, Reputation and Impact across the region.

 Media Maniacs Group announces the appointment of Richa Kapoor as Brand Strategy Mentor, marking a decisive step in the agency?ÇÖs continued evolution as a digital-first, insight-driven marketing and PR partner. With this move, Media Maniacs aims to enhance the strategic depth of its offerings and deliver sharper, more intelligent outcomes for clients navigating increasingly complex brand ecosystems.Richa Kapoor brings with her nearly two decades of global marketing leadership across B2B, B2C, and D2C sectors. She is the Founder of Pivet Marketing, where she has advised a wide spectrum of businesses on growth acceleration through integrated brand strategy, digital transformation, and narrative design. Her work blends analytical thinking with creative execution?Çöenabling brands to stay culturally relevant while also performance-focused.At Media Maniacs, Richa will collaborate with the agency?ÇÖs leadership to mentor the brand strategy team, develop AI-augmented campaign frameworks, and embed a more structured, scalable approach to digital marketing and PR strategy. Her role will help Media Maniacs move beyond traditional campaign planning and toward a more intelligent, insight-based model driven by data, storytelling, and automation.?Ç£Richa?ÇÖs strategic perspective and her ability to decode audience behavior in real-time will be a strong asset as we reimagine how brands grow in a digital-first world,?Ç¥ said Surabhi Trivedi, Founder & CEO of Media Maniacs Group. ?Ç£Her input will strengthen our ability to deliver brand and reputation strategies that are not just creative, but also context-aware and AI-empowered.?Ç¥Richa?ÇÖs appointment is expected to bring immediate value to Media Maniacs?ÇÖ client ecosystem. Her experience in harmonizing brand building with performance marketing will help clients craft more cohesive digital footprints where earned, owned, and paid media strategies work in unison. With her guidance, client campaigns will benefit from sharper positioning, stronger audience insights, and messaging that adapts dynamically across touchpoints.In an era where brand trust, digital reputation, and data-led decision-making are converging, this collaboration will enable Media Maniacs to offer a more strategic edge?Çöespecially for clients looking to scale quickly while staying culturally and competitively relevant.?Ç£Brands today operate in a constant state of scrutiny?Çöby algorithms, audiences, and markets alike,?Ç¥ said Richa Kapoor. ?Ç£This demands a smarter, more empathetic approach to strategy?Çöone that?ÇÖs deeply digital and agile, reputation-conscious, and aligned with long-term business value. I look forward to contributing to Media Maniacs?ÇÖ next phase of growth to push the boundaries of what modern marketing can achieve?Çöespecially at the intersection of AI, PR, and audience insight.?Ç¥With this addition, Media Maniacs deepens its commitment to strategic innovation?Çöhelping brands not only adapt to change, but lead it.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. 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 age where perception drives performance, Upasna Dash, Founder & CEO of Jajabor Brand Consultancy, is redefining how brands tell their stories. Started in 2017, with no capital and no formal PR training, Dash has built Jajabor into one of India?ÇÖs fastest-growing brand consultancies for startups and VCs?Çöpartnering with high-impact names across sectors from civic tech to D2C.Jajabor?ÇÖs approach goes beyond traditional PR, integrating strategic communication, content, and storytelling to deliver measurable business outcomes?Çöfrom market expansion to talent acquisition. Dash believes communication isn?ÇÖt a support function?Çöit?ÇÖs a growth strategy.She?ÇÖs also mentoring talent from Tier 2 and Tier 3 cities and championing a new generation of communicators. As AI reshapes storytelling, she remains firm that clarity, creativity, and context are the real differentiators.Bottom of FormYou launched Jajabor Brand Consultancy from a couch with zero capital and a one-person team. Looking back, what was the boldest decision you made in those early days that set the tone for JBC?ÇÖs growth?The boldest decision was simply deciding to start without a safety net, without prior business experience, and without knowing where it would lead. I had no legacy to build on, no capital to fall back on, and every data point said it was the wrong move. But I had conviction. That decision to trust my instinct over the odds set the tone for everything that followed. It taught me that clarity matters more than certainty. We built Jajabor Brand Consultancy with that mindset. We didn?ÇÖt take opportunities for granted. We worked harder, stayed nimble, and made room for bold thinking. Starting with nothing meant we had nothing to lose, which gave us the freedom to build a company that reflected what we truly believed in. That choice to begin, even when it felt irrational continues to define how we operate today.From working with Google and Coca-Cola without formal PR training to building one of the fastest-growing consultancies, what did the hustle teach you that textbooks never could?Everything I?ÇÖve learned about communication has come from doing the work, not reading about it. What textbooks don?ÇÖt teach you is that in this industry, outcomes matter. You can have the best intentions, but if you can?ÇÖt deliver impact, it doesn?ÇÖt count. I also learned to find joy in the work itself. I genuinely enjoy building brands, solving problems and helping businesses grow. That sense of purpose has kept me going through the hard days. And perhaps most importantly, I learned that nothing meaningful can be built alone. Building Jajabor Brand Consultancy has been about surrounding myself with people who challenge me, trust me and believe in the larger vision. That?ÇÖs something no course can teach you, you learn it by building from the ground up.You call JBC a growth hacker in the comms world. How exactly does communication drive measurable business outcomes like finding, hiring or market expansion?For us, communication is not a support function, it?ÇÖs core to business strategy. Whether it?ÇÖs entering a new market, attracting the right talent or building leadership visibility, everything we do starts with a clear business goal. From there, we build backwards. We don?ÇÖt measure success by how many stories we place or how much buzz we generate. We look at real-world results. Did it move the needle? Did it help the brand grow? That?ÇÖs the only metric that matters. Our approach is flexible in execution, but non-negotiable when it comes to impact. Communication done right should show up on the business dashboard. That?ÇÖs how we?ÇÖve always worked. It?ÇÖs why our clients don?ÇÖt just see us as PR partners, they see us as growth partners.In a world drowning in content, how do you help brands craft narratives that not only stand out but stay relevant over time?It starts with knowing what the brand truly stands for. We spend a lot of time helping brands define their core because if you don?ÇÖt know what your story is, no platform can fix that. Once the foundation is clear, it?ÇÖs about adapting the expression of that story to match where your audience is and how they?ÇÖre consuming content. Relevance isn?ÇÖt about chasing every trend. It?ÇÖs about being consistent in your values and responsive to the world around you. At Jajabor Brand Consultancy, we also look ahead. When things are going well, that?ÇÖs when we ask, what?ÇÖs coming next? What needs to evolve before the market changes again? That forward-thinking mindset allows us to keep brands not just visible, but culturally and commercially relevant over time.Your team has worked across 50+ industries ?Çô from civic tech to D2C. What?ÇÖs the secret sauce to customising comms strategies without falling into the template trap?We never walk into a brief with a formula. What we have instead is a strong strategic framework that we customise for every client. We start by understanding the business, how it makes money, what the customer journey looks like, where the trust gaps are. That depth allows us to craft communication that?ÇÖs relevant and precise. And because we work across such a wide range of sectors, we?ÇÖre constantly borrowing inspiration from one space to solve problems in another. A civic-tech platform can learn from a wellness brand. A fintech company might take cues from consumer goods. That cross-pollination keeps our thinking fresh. Most importantly, we never assume we know the answer on day one. We ask, we listen and then we build.Startups often want fast results while PR builds long-term credibility. How do you manage this tension between urgency and patience with founders?Both are valid, and both are needed. Founders often operate with tight timelines and high expectations. Our role is to bring structure and clarity to that urgency. We start by identifying which outcomes can be delivered quickly and which ones need to be built over time. For instance, we might launch a focused visibility campaign to address a short-term goal, while also working in parallel on a long-term narrative that builds credibility with investors or future hires. We don?ÇÖt try to slow things down, we just make sure the energy is going in the right direction. The best results come when we balance momentum with meaning. And when founders see communication driving real business outcomes, the relationship moves from transactional to strategic.With media shrinking and social bash-lag rising, how should modern brands prepare for real-time reputation management and crisis comms?Reputation today is shaped in real time, often on platforms brands don?ÇÖt control. That makes preparation even more important. What we tell our clients is simple, build trust before you need it. Engage with your audience consistently, not just when there?ÇÖs a campaign or announcement. When a crisis does happen, respond quickly but thoughtfully. Be honest, own what went wrong and clearly communicate what you?ÇÖre doing to fix it. People are more forgiving than we think, especially if they feel respected. At Jajabor Brand Consultancy, we rely on real-time data to shape our response. We?ÇÖre not guessing. We?ÇÖre listening closely to how people are reacting and adjusting the message accordingly. The best defence in a crisis is a brand that has already earned goodwill. That?ÇÖs what allows you to weather the noise.How is JBC reimagining PR?ÇÖs place within the larger marketing mix, especially when budgets favour performance over perception?PR and performance marketing are not competing disciplines, they solve entirely different problems. One drives conversion, the other builds conviction. We approach PR as a long-term business asset. It shapes how people perceive the brand, what they trust, and whether they choose to stay loyal when the ads stop running. You can buy attention through performance, but you have to earn belief through communication. That?ÇÖs where PR comes in. It creates narrative depth, cultural relevance and stakeholder confidence ?Çô outcomes that don?ÇÖt show up in click-through rates, but matter deeply to business growth. We align every campaign to measurable outcomes, but we also know that not all value is immediate. In today?ÇÖs ecosystem, brands need both: the precision of performance and the power of perception. PR isn?ÇÖt a nice-to-have. It?ÇÖs what makes everything else stick.You are mentoring talent from Tier 2 and Tier 3 cities and reshaping how young people see communications. What?ÇÖs your vision for the next generation of PR professionals in India? How do you see Gen AI reshaping the future of storytelling and PR?I?ÇÖm very optimistic about this generation. They come in with confidence, curiosity and the belief that their voice matters. That changes the energy of the room, and I find it incredibly inspiring. At Jajabor Brand Consultancy, we actively create space for young professionals from across the country to lead, question and contribute. We want to build a culture where experience and fresh thinking can coexist. As for AI, it will change how we work, but it won?ÇÖt change why we do what we do. The future of storytelling will rely on people who know how to think, not just how to prompt. AI can accelerate the process, but it cannot replace judgment, creativity or context. The real opportunity lies in using technology to scale our thinking, not outsource it. That?ÇÖs the mindset we?ÇÖre trying to cultivate. 

Authored by Bhaskar Tare, Director ?Çô Gloocal Communications Pvt. Ltd.?Ç£We want one press release published across major media portals. Please ensure it includes backlinks for our keywords.?Ç¥That?ÇÖs a line most PR professionals hear more often these days than ?Ç£What's the story??Ç¥ or ?Ç£What?ÇÖs the insight we are bringing out??Ç¥As agencies navigating the shifting sands of modern-day communication, one cannot ignore the glaring truth: Public Relations is no longer just about press releases and coverage. It's now a hybrid discipline ?Çô a balancing act between traditional credibility and digital discoverability.This article isn?ÇÖt just about backlinks or keywords. It?ÇÖs about what these demands signify: a dilemma of the new digital PR era, where clients expect results aligned more with SEO metrics than editorial value.The Rise of ?Ç£Backlink PR?Ç¥ ?Çô Where Did This Come From?In the digital world, SEO is the oxygen for online visibility. Every brand wants to rank higher, be discovered faster, and gain more visibility online. Understandably, clients want their announcements to include backlinks to their product or service pages ?Çô a move that boosts their site?ÇÖs domain authority and drives traffic.But here lies the rub: Earned media was never designed to be controlled or transactional.Unlike paid ads or sponsored content, editorial newsrooms don?ÇÖt operate on a ?Ç£link-on-demand?Ç¥ basis.While some digital-first platforms may accommodate backlinks (and many charge for it), mainline media outlets, the custodians of journalistic ethics, rarely offer clickable links ?Çô especially if the news doesn?ÇÖt offer editorial merit.<div class="video-container"><iframe src="https://www.youtube.com/embed/embed" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe></div>From Traditional PR to Strategic Content InfluenceLet?ÇÖs be honest ?Çô the era of pushing generic press releases to hundreds of journalists and expecting next-day coverage is over.What works today? Content that informs, inspires, or intrigues.PR has become a multi-dimensional function. It?ÇÖs no longer about ?Ç£sending news?Ç¥ but about creating a narrative**. And this narrative needs to adapt to the new-age platforms ?Çô YouTube news channels, regional digital portals, influencer podcasts, and vernacular media*.A story needs local relevance, emotional insight, and a compelling angle that connects with the audience and meets the media outlet?ÇÖs content strategy. If a story is strong, authentic, and exclusive ?Çô it will find its place. If it?ÇÖs just a product plug with keywords, it will get lost in the crowd, unless paid for.---Why Clients Must Rethink Their ExpectationsClients are undoubtedly feeling the pressure as well. Modern marketing teams are assessed based on metrics like clicks, backlinks, and traffic increases, leading them to expect similar results from PR. However, earned media and digital metrics don?ÇÖt always align perfectly.PR today emphasizes earned influence, not guaranteed backlinks.It?ÇÖs time for brands to see PR not just as an SEO tool, but as a strategic storytelling function that indirectly supports digital goals. A strong story placed in a top-tier publication builds trust, perception, and shareability ?Çô these are the building blocks of digital growth.Instead of one-off coverage, brands need a sustained content strategy across traditional and new-age platforms:Authoring thought-leadership articlesCollaborating with YouTube journalists and digital influencersCreating regional storytelling that resonates with local audiencesInvesting in plagiarism-free, exclusive pitches crafted for individual media housesThe Human Side of PR ?Çô More than Just LinksPR professionals today are doing more than ever ?Çô strategizing stories, scripting content, identifying hooks, aligning brand voice, and ensuring consistency across channels. It's not just a press release job anymore ?Çô it?ÇÖs content marketing, storytelling, news judgment, and brand counselling ?Çô all rolled into one.It?ÇÖs time we humanised this process and built mutual respect between brands and agencies.Clients must understand that quality PR takes time ?Çô crafting the right pitch, identifying the right journalist, customising the story, and following up ethically.Agencies must educate their clients, not just ?Ç£service?Ç¥ them. They must offer realistic expectations, performance insights, and innovative ideas that combine editorial storytelling with digital amplification.One Goal, One Team: Towards Integrated Brand BuildingPR, Digital Marketing, SEO, Influencer Marketing ?Çô these aren?ÇÖt silos anymore. They are all part of one bigger mission: to influence perception and behaviour.The future lies in collaboration between agencies and departments, not in boxing them into deliverables. We must shift the focus from ?Ç£Did this story get a link??Ç¥ to ?Ç£Did this story build trust??Ç¥It?ÇÖs time brand custodians ?Çô whether digital agencies, PR firms, or in-house teams ?Çô work together towards a unified, holistic brand presence across traditional and digital platforms. And in doing so, we must adapt, educate, and most importantly, evolve.