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 conversation with Adgully, Vaibhavi Sanghvi, Founder and Partner, Relacion Global, shares her journey of building a purpose-driven PR agency for India’s MSMEs and SMEs. With over 15 years of experience in strategic communications, she talks about the inspiration behind starting her own firm, the evolution of the PR industry, and how her agency blends global perspectives with local insights to deliver authentic, impactful storytelling. What inspired you to start your own PR agency, and what was the vision behind it? In the last couple of years, India has witnessed an unprecedented wave of entrepreneurship, with MSMEs and SMEs emerging as the backbone of this growth story. Their ideas and impact are powerful, yet many of their stories remain untold. Often, these businesses hesitate to explore PR, believing that meaningful storytelling is reserved for global giants with deep pockets. That’s precisely where we saw an opportunity. With over 15 years of experience each, working with some of the world’s leading brands, we’ve seen firsthand how strategic PR can solve business challenges, shape perceptions, and build long-term trust. We realized that the same principles could be tailored for India’s MSMEs and SMEs, delivering measurable impact while staying grounded in their realities. As we examined the landscape, the gap became clear: most PR solutions for smaller businesses were either cookie-cutter or focused solely on short-term visibility, rather than building sustainable reputations. We knew there was a chance to do something different—an agency that blends global perspective with local understanding, treats every client as a partner, and crafts narratives rooted in authenticity, culture, and business outcomes. Our vision has always been to help these businesses tell their stories with purpose, making PR both accessible and meaningful. For us, PR isn’t just about placements or coverage, it’s about creating lasting value, building credibility, and ensuring that brands are seen, heard, and remembered in a crowded marketplace. How has the PR industry evolved since you began your journey, and how has your agency adapted? When we started, PR was largely measured by the size of a media article or the estimated PR value. Today, it’s measured in trust, influence, and the quality of conversations a brand generates. That shift has been both exciting and challenging. We’ve adapted by blending the old with the new. Beyond traditional media, we now help brands manage their presence on platforms like LinkedIn, where thought leadership and professional reputation play a crucial role. Our approach also includes holistic reputation management, ensuring that every public interaction, from media coverage to social media content, works cohesively. We’ve found that offering a bouquet of these services together creates exponentially better outcomes. Visibility alone is fleeting; reputation management builds credibility, and LinkedIn amplifies professional trust and influence. When these elements are orchestrated together, the result is a brand that’s not just seen, but respected, remembered, and trusted in a fast-moving, attention-driven world. What differentiates your agency’s approach to PR from others in the market? Our approach starts from a problem-solving point of view. We begin by asking: What will actually help this brand, business or founder? Sometimes the answer is traditional PR, sometimes it’s thought leadership, reputation management, or even a digital-first solution. Our focus is always on relevance and impact, not activity for the sake of activity. This mindset allows us to act as genuine partners to our clients. We collaborate closely, identifying what will move the needle for their business and shape perceptions in meaningful ways. Even when traditional PR isn’t the right solution, we provide strategies that address the core challenge, ensuring every effort contributes to long-term growth and credibility. By prioritizing purpose over process, we create campaigns that are strategic, targeted, and measurable; delivering results that go beyond visibility to actually strengthen the brand’s presence, trust, and influence. How do you balance traditional PR practices with the demands of digital and social media-driven communication? For us, it’s not about balancing the old and new. It’s about integration. The industry itself has evolved. Traditional PR was once dominated by print. Today, online platforms are central to how audiences discover and engage with brands, and this shift brings tangible benefits; coverage online not only builds visibility but also contributes to SEO, which can directly support lead generation and business growth.There was a time when PR lived in silos, media relations here, social media there, brand marketing elsewhere. That model doesn’t work anymore. A brand’s reputation exists in an interconnected ecosystem, and agencies can’t treat each channel separately. Consumers don’t experience brands in silos, so why should strategy be fragmented? Our role is to stitch everything together, ensuring consistency without losing nuance. That integration turns isolated efforts into momentum-building campaigns that influence perception, strengthen credibility, and create measurable business impact across platforms and communities. What role do storytelling and creativity play in shaping impactful PR campaigns today? Storytelling and creativity aren’t just important, they’re the heart of modern PR. In a world overloaded with information, people don’t remember statistics or press releases; they remember narratives that resonate. Creativity is what transforms a story from being heard to being remembered and shared. Take Boat for example, the brand has used playful, relatable content and influencer-driven campaigns to position itself as the voice of India’s youth, turning a commodity product into a cultural phenomenon. Similarly, skincare brands like Minimalist and Sheth’s. showcase narratives that go beyond product features, they tell stories about self-care, science-backed solutions, and personal transformation. By blending authenticity, education, and aspirational messaging, these brands make skincare relatable and inspire trust among consumers. When PR leverages storytelling and creativity this way, campaigns go beyond visibility to build culture, spark conversations, and strengthen trust. In today’s world, a story that isn’t meaningful or creative risks being invisible, no matter how strong the product. What are some of the biggest challenges brands face in managing their reputation, and how does your agency help them overcome these? Reputation today moves at the speed of a tweet. A single post can amplify goodwill or trigger a crisis overnight. This makes managing reputation more complex and critical than ever. What sets our approach apart is how we start with listening. We dig deep to understand the brand, ask the tough questions, and uncover vulnerabilities. Our focus is proactive, not reactive. We don’t wait for crises to hit; we build reputational resilience long before it’s tested. By combining insight with storytelling, stakeholder engagement, and reputation management, we help brands rise above the noise with credibility, consistency, and lasting trust. This means crafting narratives strong enough to withstand scrutiny, equipping brands with a clear playbook for challenges, and continuously nurturing trust among all stakeholders; customers, employees, investors, and partners alike. Could you share a campaign or project that you’re especially proud of and why it stands out for you? Something that we are absolutely proud of was the IPO mandate of a specialty chemicals company, which came to us just two months into starting our agency. At the time, neither of us had prior experience with IPO communication. But what we did have was the determination to prove ourselves, the curiosity to learn and unlearn quickly, and the experience and discipline to deliver with precision. We knew that credibility and precision would be paramount in a mandate as regulated and high-stakes as this. Our first step was immersing ourselves in the IPO landscape; studying the industry, examining successful past listings, and deeply understanding the regulatory and compliance directives that govern capital markets communication. This was not just about creating visibility; it was about ensuring that every message was sharp, consistent, and aligned with SEBI’s stringent guidelines, while also strong enough to resonate with both institutional and retail investors. Working hand-in-hand with the company’s leadership team, we developed forward-looking, growth-oriented messaging that captured the business fundamentals and its future potential. From there, we built a comprehensive communications program that spanned media engagement, investor trust-building, and reputation management. The campaign achieved extensive visibility across all leading business dailies and financial platforms, ensuring that the company’s story was told with clarity and credibility. We also positioned senior leadership through interviews and thought-leadership opportunities that reinforced expertise and confidence in the company. The outcome was extraordinary. The IPO received an overwhelming 99x oversubscription, reflecting not just the company’s fundamentals but also the confidence that the communication strategy helped instil in the market. For us, the true reward lay in the journey; the ability to navigate an entirely new domain, master its complexities, and deliver results that were both measurable and meaningful. What advice would you give to young professionals who want to build a career in PR or start their own agency? Start with the basics—read the news every day, understand how stories are shaped, and learn to write with clarity and purpose. These may sound simple, but they are the foundation of strategic PR. Invest in relationships, not just contacts. Build genuine trust with journalists and clients. PR is built on credibility, and credibility takes patience, consistency, and authenticity to earn. Take ownership of your work. Don’t just complete tasks; understand the “why” behind every activity and think like a partner to the business. If you want to start your own agency, be prepared to wear multiple hats. You’ll wear multiple hats—strategist, writer, client servicing manager, sometimes even accountant, but the ownership you take in each role will define the agency’s impact. Finally, stay curious, stay disciplined, and view every campaign, client, and challenge as an opportunity to learn, grow, and make a meaningful difference. The best PR professionals aren’t just executors, they’re problem-solvers, storytellers, and strategic partners. 

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, Neera Asthana-Phate, General Manager – Corporate Communications & CRM, Mahanagar Gas Limited (MGL), talks about the brand’s city-centric campaign ‘Mumbai Chalta Hai MGL Par’. She shares insights on the core thought behind the creative approach, the role of AI in shaping storytelling, and how MGL balances functional communication with emotional connect. Asthana-Phate also discusses the importance of hyperlocal engagement, crisis communication principles, and the evolving opportunities and challenges for corporate communications in the energy and utilities sector.Mumbai Chalta Hai MGL Par is a very relatable and city-centric campaign. What was the core thought behind this creative approach?MGL has been in Mumbai for over 30 years, providing piped natural gas and compressed natural gas to the city. Over time, consumer expectations have evolved, and we wanted to be perceived not just as a utility provider but as a brand that enables the lives of Mumbaikars. We are present with them from sunrise to sunset in some form or the other. This campaign emphasizes MGL’s pivotal role in keeping Mumbai running—fueling the unstoppable pace of the city. Our contribution is deeply embedded in people’s daily lives, and through this campaign, we wanted to highlight that connection.The campaign has adopted an AI-led creative route. How did this decision come about, and how do you see AI transforming brand storytelling?AI today touches almost every aspect of our lives, and brand communication is no exception. Our creative agency, MX Advertising, came up with the idea of adopting an AI-led approach. After brainstorming, we decided on something relatable and minimalistic—less cluttered, more data-driven, and strongly connected to the common man of Mumbai. The visuals focus on everyday families rather than glamorous imagery, making it authentic and accessible. For example, the milk that arrives in the morning is transported in CNG tempos, breakfast is cooked on PNG, and school or office commutes run on CNG. MGL is with people throughout their daily journey, and AI helped us bring this message alive in a simple yet impactful way.For a brand like MGL, which operates in a highly functional sector, how do you ensure the communication connects emotionally with consumers?Our communication is rooted in trust and safety. MGL is associated with something as essential as cooking fuel, which naturally builds emotional resonance. Families rely on us 24/7, and that dependability fosters confidence. Beyond homes, our role extends to schools, transport, and businesses—all of which run safely on CNG. By highlighting safety, reliability, and care, we connect emotionally with consumers. Trust is our biggest strength, and it forms the foundation of all our communication.Corporate communications is often about balancing reputation with marketing. How do you align MGL’s brand campaigns with long-term reputation management?Reputation is built not just through campaigns but also through consistent on-ground actions. Over the past 30 years, MGL has earned the trust of its consumers by being reliable, safe, and accessible. Our campaigns, including Mumbai Chalta Hai MGL Par , reinforce this trust by emphasizing our role in people’s lives. In the long run, such initiatives strengthen the bond with consumers and complement the ongoing work we do through PR and ground-level engagement.With media channels diversifying, what is your mix between traditional PR, digital storytelling, and influencer engagement?We adopt a balanced media mix to reach all segments of our diverse audience. Print media remains important, especially for households that rely on newspapers. Radio allows us to connect with people on the move, while outdoor campaigns give us citywide visibility. On digital, instead of relying on influencers, we focus directly on our customers, who are our true ambassadors. Their trust and word-of-mouth endorsement are more powerful than any influencer campaign.In a city like Mumbai, hyperlocal connect is crucial. How do you integrate community-focused storytelling into MGL’s PR strategy?We ensure our communication reaches people in multiple languages—English, Hindi, Marathi, and Gujarati—to reflect Mumbai’s diversity. Our on-ground teams regularly interact with customers, while our website, WhatsApp helpline, call centers, and walk-in offices are all multilingual. Even our bills are issued in different languages. This accessibility ensures that every Mumbaikar feels included and connected with MGL.Crisis communication is always a sensitive area for utility brands. What guiding principles does MGL follow to ensure transparency and trust?Our guiding principle is safety first. In any crisis, we prioritize openness and accessibility, ensuring people can reach us immediately. Our emergency response teams are available around the clock. Transparency, swift action, and being present when customers need us most are the pillars of our crisis communication.What are the biggest PR challenges you foresee for the energy and utilities sector in the coming years?As more players enter the market, customer expectations will continue to rise. Each new generation comes with different needs and outlooks, so evolving communication strategies to meet these expectations will be critical. The challenge will be to remain agile, responsive, and relevant while maintaining trust and consistency.On the flip side, what opportunities excite you the most about the future of corporate communications?Corporate communications has immense opportunities because perception is shaped by what and how you communicate. For MGL, it means reinforcing our strengths—trust, safety, and reliability—while also embracing new storytelling formats. With evolving media and technology, we can reach wider audiences in more personalized ways, making communication a key driver of brand strength.Finally, if you had to share one learning from the Mumbai Chalta Hai MGL Par campaign with fellow communicators, what would it be?The biggest learning is that campaigns don’t always need to be grand or flashy. Grounded, relatable communication that truly resonates with your audience has the strongest impact. Connecting with people on an emotional level—speaking their language and reflecting their everyday realities—creates lasting trust and brand value.

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, Anubhav Singh, Founder of Bridgers, shares his perspectives on how AI is becoming a “silent partner” in PR, the growing power of micro-influencers, why startups must invest in communications early, and how creativity continues to remain central even in a tech-driven landscape.The PR industry is embracing AI like never before. How is Bridgers PR integrating AI into reputation management strategies without losing the human touch?The advent of Artificial Intelligence (AI) is driving a welcome transformation in the Indian Public Relations space . While initially feared, I think AI is turning out to be our silent partner rather than a competitor. Today, a majority of PR Agencies in India are exercising AI Tools to amplify their time management systems and diversify their energy towards more strategic client requirements.At Bridgers, we treat AI tools as our 12th man. It enables the team to comply with daily research & other mundane tasks that usually consume a lot of time. Apart from this, we actively seek AI support for gathering strategic insights that facilitates us in curating tailor-made integrated campaigns for our clients. The usage of AI can also be witnessed in planning Influencer Campaigns and for managing Crisis Communications with real time data insights.With media consumption diversifying, how do you decide the right balance between traditional PR, digital outreach, and influencer-driven campaigns?Well, the short answer to this is that we mix the ingredients according to the client's requirements. In general, the boundaries between traditional and digital PR communications are blurring. Today, the best campaigns are a right mix of traditional PR marrying the digital approach, with a hint of Influencer-driven activities to provide the initiative a holistic approach.Stating this, every business does not require the amalgamation of all three activities at once. The PR plan is curated according to the goals that one needs to achieve from the engagement, and the activities are then clubbed to establish the brands' narratives with strategic precision. Micro-influencers and niche communities are proving more impactful than mass outreach. How do you identify and engage with them effectively?It has been witnessed of late that micro-influencers and small town-based communities are driving more traction for brands when compared to a national-level influencer. The reason might be the strong hold of these content curators on a limited audience group and the personal connection that they have managed to establish.In our case, shortlisting influencers for a campaign depends upon a variety of factors. The objective of the engagement is first laid out along with a reference budget to create a roadmap for the campaign. In the next stage, we extensively deploy AI tools for shortlisting relevant influencers from a sea of content creators that are aligned with our brand's vision and audience preferences. A debriefing session is then held with the selected influencers to bring them in line with the campaign requirements. The AI matrix is then further exercised to drive personalised content for the target audience groups and to map the effectiveness of the overall campaign.Many startups hesitate to invest in PR early on. Why do you believe founders should prioritise strategic communications from day one?Educating early-stage Founders about the importance of PR will always remain a bigger hustle than driving PR activities for them.We are staying in a socially integrated world today where narratives are built and moulded through online channels. In times where information and data are available in abundance, the presence of a robust and credible voice becomes the need of the hour for a brand, and this is where PR pitches in.Today, Startup Communications is not restricted to brands that have raised funds but is extended to even early-stage startups that want to carve a niche for themselves in the industry. Founders who initiate PR activities from an early stage will always hold an advantage over their peers and competitors. A robust communication strategy will not only enhance the storytelling of the brand in front of key stakeholders like investors, government officials, industry partners, etc but will also bring forth the spokesperson in the limelight, which can further open new channels for business and growth opportunities. In layman's terms, it's always better if the media is telling your story rather than yourself.In your experience, what are the most common PR mistakes startups make, and how can they avoid them?The most common drawback that we have witnessed among startup founders is that they lack patience. They usually intermix PR with social media activities and expect real-time business conversions and overnight success. PR is rather a game of chess, which requires utmost patience and strategic moves through and through. PR is also a game of honesty where business and other strategic data points are involved, and when muddled with, it can not only lead to discredibility of the brand but can also amount to a crisis like scenario. It's always in the best interest of the brand to maintain transparency with their PR team with regard to its business numbers and other strategic data points. Another common problem that we have witnessed with startup founders is about determining the effectiveness of the PR campaign. It doesn't matter how well you have performed; there is always something missing. The startup founders need to understand that the media is earned and not governed, as these platforms will treat our campaigns or press releases based on their relevancy and not requests. As the startups grow, so will the media penetration and the magnitude of the campaign.Beyond getting press coverage, what key metrics and indicators do you use to evaluate campaign success?Garnering top tier media stories will always remain one of the strongest indicators for evaluating the success of a campaign. To go with it, we also have media monitoring softwares that measures the impact of generated media stories by calculating their reach, audience demography, and click through rates. Apart from media stories, we also look at other holistic indicators like social media engagement (shares, comments, etc), website engagement, user interactions via influencer activities, and overall ROI generated on the money spent. If the larger objective is met, the campaign is put to an end, and if there are unfulfilled objectives, alterations are done in live campaigns to meet the desired goal.Founder-led storytelling often adds credibility. How do you integrate a founder’s personal brand into overall PR strategy?Presently, the personal branding of a founder is taking centre stage. It's always beneficial if the story of the brand is rooted via the storytelling of the founder. This not only enhances credibility but also helps in building a stronger connection with the target audience. Founder-led storytelling imparts a human touch as the audiences can relate with their personalities, expertise, and hurdles faced during their journey.  Integrating personal branding into a running PR strategy requires a clear vision on the nature and tonality of the alignment and how it will go simultaneously with the larger brand narrative. Once this is clarified, the next big step is identifying key story angles that can be converted into compelling story ideas to resonate with the target audience groups. Post this step, there should be a strategic selection of media and other communication & marketing channels, through which the integration would be carried out. An effective personal branding strategy is driven by authenticity and is always inclined towards the larger goal.How does your approach to PR evolve as a brand moves from the startup phase to scaling nationally or globally?During the initial stage when a startup is operating within a concise region, the objectives of PR communications are very different when compared to their expansion nationally or globally. In the early stages, PR is exercised to create awareness and drive credibility for the brand and its founder. In other terms, PR is used as a brand building tool. Later, when the brand has expanded operations across multiple Indian states or across multiple countries, the objective of PR also escalates to the next level. Now, the primary objective has shifted from brand building to reputation management and engaging multiple stakeholders through well-diversified PR strategies.With the growth of the brand, their media narratives also expand and we now have to take into account the brand's long-term sustenance & expansion plan along with the developments and trends shaping within the industry. Diverse PR strategies are then curated to drive strategic communications across multiple markets within the country or globally.Technology is changing PR delivery, but creativity remains central. How do you ensure your campaigns stay innovative and relevant?I am a firm believer that nothing can surpass the human mind. All these technological innovations are driven by us, and we are the ones who can best optimize them to bring a difference in our day-to-day activities.Curating innovative and relevant campaigns for clients is no different. While on one hand we should seek technological help to map trends, competitors, etc or garner data-driven insights, we must exercise our intelligence and creativity to optimize those data points for curating a compelling campaign on the other hand. The media landscape is continuously evolving and what seems relevant today might fade-off in the future. Hence, staying abreast with industry trends and aligning them with the clients’ requirements are of the utmost necessity today. Yes, we have a robust technological support system presently, however, nothing can overgrow continuous self-adaptation and development with regard to the industry needs.If you had to predict one major shift in the PR industry over the next five years, what would it be and why?To predict what lies ahead in the next 5 years for the PR Industry, we must comprehend the biggest development that we have witnessed in the recent years; which is inclusivity. Today, PR is not limited to print media stories; there is much more to it. The amalgamation of digital PR, influencer & social media-driven activities, along with the advent of new-age communication channels like podcasts etc has opened up limitless possibilities, opening up newer ways to drive a PR campaign or a brand narrative.I assume this inclusivity will grow even thicker in the next five years, and we will see much more compelling brand campaigns and narratives driven in the most unusual ways possible. The PR industry is also embracing the rapid development of AI, and in the next five years, I see AI playing an even bigger role in PR offices — managing core operations and complex tasks.

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, Rashmi Shetty, Founder of Cohort Communicationz, shares insights from her remarkable two-decade-long journey with leading organisations like Edelman, Weber Shandwick, and Bharti Airtel. Drawing from her vast experience, Shetty talks about the birth of Cohort Communicationz, the importance of purposeful storytelling, and the evolving dynamics of the PR industry. With a strong belief in credibility, empathy, and integrated communication, she highlights how her consultancy is shaping authentic, values-driven narratives that foster genuine connections in today’s hyper-dynamic media landscape. You’ve had a remarkable journey spanning over two decades with industry leaders like Edelman, Weber Shandwick, and Bharti Airtel. What were some of the pivotal lessons that led to the birth of Cohort Communicationz? So much has changed over the past two decades and rapidly at that! Where PR was all about creating awareness, it is now more about credibility. The world is very noisy and PR helps brands find their voice in this noise. The PR industry has always been dynamic, but now it is hyper dynamic, where for sure you need speed, but you also need to know what you want to speak and when. Brands are no longer just selling products and services; they need to connect with their audiences on a deeper, values-based level. Cohort Communicationz was born from all this – to build a PR consultancy that offers seamlessly integrated, purpose-led communication strategies, fostering genuine connections within specific “cohorts” or communities. It was about moving beyond transactional PR to building sustainable relationships and meaningful narratives. Cohort Communicationz positions itself as a purpose-led communication consultancy. What does purposeful storytelling mean to you in today’s hyper-connected yet fragmented media environment? Well put! It’s all so hyper-connected and often overwhelming that purposeful storytelling is the North Star for any brand seeking to cut through the noise. For us at Cohort Communicationz, it means crafting narratives that are deeply rooted in a brand’s authentic values, mission, and impact. It’s about understanding why a brand exists beyond its commercial objectives. This “why” then informs every piece of communication, ensuring consistency, credibility and resonance. In a fragmented landscape, where audiences are discerning and quick to spot inauthenticity, purposeful storytelling becomes the foundation of trust. It allows brands to build genuine communities around shared beliefs, creating advocates rather than just consumers. It's about inspiring action, not just awareness, by connecting with the element of what a brand stands for. How does your leadership philosophy—shaped by both professional and personal experiences—inform the culture and direction of your agency? In all my past experience I have had mentors and ‘bosses’ who have truly shaped my leadership philosophy, which is deeply rooted in empowerment, empathy and continuous learning, all shaped by both my professional journey and personal values. Professionally, I have seen the power of strong teams and the importance of fostering an environment where creativity and strategic thinking can flourish. Personally, I believe in leading with integrity and compassion. At Cohort Communicationz, this translates into a culture that encourages open dialogue, celebrates diverse perspectives and prioritizes mentorship. We believe in empowering our team members to take ownership, innovate and grow. This philosophy directly informs our agency’s direction: we are client-centric, driven by results, but equally committed to ethical practices and building long-term, trust-based relationships, both internally and externally. From large global networks to now running an independent consultancy, how has your view of client-agency relationships evolved? Few things in a client-agency relationship, no matter what the format, will always be the same. Trust, integrity, honesty, hard work and being solutions oriented achieving the set goals, remain the cornerstone. In larger setups, while there’s immense expertise, there can sometimes be a tendency towards standardized approaches. What I have come to value immensely in an independent model is the ability to offer truly bespoke and deeply invested partnerships. The relationship becomes far more collaborative and integrated. We are not just a service provider; we become an extension of the client’s team, deeply understanding their challenges and opportunities. This allows for greater flexibility, faster decision-making and ultimately, more impactful and tailored solutions, building a level of trust that fosters long-term growth for both parties. You’ve seen the PR landscape evolve dramatically over the past 20+ years. What are the biggest shifts you’ve witnessed—and how are you helping brands adapt? The last two decades things have changed rapidly and post Covid, even more. The biggest shift has been the democratization of information and the rise of digital platforms. It moved from a purely media-centric approach to a multi-channel ecosystem where every individual can be a publisher. This has led to an explosion of content, a demand for instant gratification and an unprecedented focus on authenticity and transparency. At Cohort Communicationz, we help brands adapt by embracing this new reality. We guide them in understanding that reputation is now built in real-time, across earned, owned, shared and paid channels. We focus on: Authentic Storytelling: Ensuring your voice as a brand is truly yours. Ensure that it is the same across channels. Agility and Responsiveness: Developing PR strategies that allow for quick adaptation to emerging trends and potential crises. Thought Leadership and Purpose: Helping brands articulate their unique value and contribute meaningfully to societal conversations, moving beyond mere product promotion. What role does empathy play in modern communication strategies, especially in an era where authenticity is more valuable than ever? Empathy is no longer just a soft skill; it’s a strategic imperative in modern communication. It is the bridge between a brand and its audience. It means truly understanding the audience’s needs, concerns, aspirations and even their anxieties. It’s about stepping into their shoes and crafting messages that resonate on an emotional and intellectual level, rather than just broadcasting information. At Cohort Communicationz, we embed empathy into every stage of our strategy development. In our team brainstorming meetings we often ask: “How will this message be received? What are their pain points? How can we offer value and understanding?” This empathetic approach not only builds stronger connections and trust, but also mitigates potential missteps, ensuring that our communications are not just heard, but genuinely felt and appreciated. Integrated communication is no longer a buzzword but a necessity. How is Cohort Communicationz delivering seamless narratives across earned, owned, and paid media? You are absolutely right; integrated communication truly is a necessity now. At Cohort Communicationz, we approach it not as an add-on, but as the fundamental part of every PR campaign. We understand that audiences don’t differentiate between a news article, a social media post or a sponsored article – they perceive it all as part of the brand’s larger story. Our process begins with a unified strategic plan that defines the core message and objectives. Then, we meticulously plan how that narrative will manifest across: Earned Media: Crafting compelling stories for traditional and digital media that generate credible third-party validation. Owned Media: Assist in developing engaging content for websites, blogs, and social channels that showcases the brand's expertise and personality. Paid Media: Strategically utilising sponsored content to amplify reach and target specific audiences, always ensuring brand consistency. Shared Media: Actively engaging with communities and influencers to foster organic conversations. The key is a fluid workflow, collaborative teams and consistent measurement to ensure that each channel reinforces and amplifies the others, creating a seamless and powerful brand experience. What are some challenges you see younger PR professionals facing today, and what advice would you give them as a mentor and leader? Younger PR professionals today face a unique set of challenges, primarily stemming from the rapid pace of change and the sheer breadth of skills required. They often grapple with: Information Overload: Keeping up with constant industry shifts and new platforms. Pressure for Instant Impact: The expectation for viral content and immediate results. Authenticity Vs Performance: Navigating the balance between genuine engagement and metrics. Skill Diversification: The need to be proficient in everything from media relations to influencer marketing and content strategy. My advice to them would be: Be a Lifelong Learner: The industry is dynamic. Embrace continuous learning, whether it is understanding the rapid media movements, to understanding new AI tools or honing your craft. Read widely, attend webinars and stay curious. Cultivate Relationships (Online & Offline): PR is fundamentally about relationships. Build genuine connections with journalists, influencers, clients and peers. Your network is your net worth. Embrace Critical Thinking & Strategic Depth: Don’t just execute; understand the ‘why’ behind every tactic. Develop a mindset that allows you to provide real value and counsel, not just output. Authenticity and critical thinking will always set you apart. And just know hard work and resilience will never go out of style, especially in this industry. How do you see the future of brand advocacy and reputation management evolving in the next five years? I feel that brand advocacy and reputation management will be characterized by hyper-personalisation, increasing reliance on all available tools for quicker communication and an intensified focus on ethical conduct and transparency. Brands will move beyond generic campaigns to truly cultivate highly specific cohorts. Employee advocacy will also become even more critical, leveraging authentic voices from within. New technology and tools will enable brands to be far more proactive in shaping their narrative and responding to feedback. Reputation will be seen as a core business asset, directly impacting market valuation, talent acquisition and consumer loyalty. Proactive and agile reputation management will be a competitive differentiator. Finally, what’s next for Cohort Communicationz? Are there any new directions, industries, or innovations you’re particularly excited about? We are incredibly excited about the journey ahead for Cohort Communicationz! Our immediate focus remains on solidifying our position as an emerging purpose-led communication consultancy, expanding our client roster across industries that truly understand the value of authentic engagement. We see a growing need for CXOs, founders and subject matter experts to build their brands authentically. This is a space where our purpose-led approach can create significant impact. We are also exploring partnerships and strategies that allow us to delve deeper into specific, niche communities, ensuring hyper-targeted and culturally relevant communication that truly resonates. Ultimately, we are committed to constant evolution, ensuring Cohort Communicationz remains agile, innovative and always focused on delivering meaningful connections and tangible impact for our clients. 

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, Samir Shah, Founder & Chairman, Strategic Growth Advisors (SGA), speaks about his entrepreneurial journey from corporate finance to building India’s leading Investor Relations consulting firm. Shah shares insights on the evolution of IR and PR in India, the growing importance of narrative building in financial communication, and how SGA’s integrated approach is adding value to corporates across sectors. He also reflects on the changing dynamics of retail investors from Tier 2 and 3 cities, his advice for young professionals, and his long-term vision of positioning SGA as a one-stop consultancy powerhouse. From corporate finance to leading India’s largest IR consulting firm, what inspired your journey to establish SGA? What was the gap you identified in the Indian market back then? It all started in 2010, I was45 years old with a work experience of over 22 years. I decided to take the entrepreneurial plunge. Having closely worked with promoters in my previous stints I had an advantage of closely watching how promoters build and ran businesses. It also developed both my character and skills. At that stage of my career, when I finally took the ‘bold call’ to pursue entrepreneurship, failure was not an option; I knew that I HAD TO SUCCEED! Back then, the Indian economy was around $1.50 trillion with many corporates eyeing a listing on foreign stock exchanges like Nasdaq, LSE, NYSE, AIM, etc. At that time, investor relations was still evolving in India and I saw the need for trust-based, insight-led communication that could help companies bridge the gap with stakeholders. I believed that India’s growing economy and its opportunities would reflect in the capital markets, and that investor relations consulting would become a crucial function in years to come. Drawing from my experience of managing the IR department of Suzlon and being part of its growth journey, from an initial PE fund raise of $50 million to a listing at $3.5 billion, I was confident that small and mid-cap companies in India could benefit from IR advisory support. I had a strong view that over the next 15-20 years, India will do what China did in 1990s and 2000s and we will be an economic force to reckon with over the next two decades. This was impossible without the growth of equity markets. This firm belief was the starting point for SGA. SGA has advised corporates with a cumulative market value of over $100 billion. What do you believe has been the core differentiator behind this trust and long-standing success? We are in consulting business, where only two things matter – People and Clients. Our people-first and client-first approach are our key differentiators. We invest in identifying and hiring top-notch talent and then groom them through continuous learning and skill development initiatives. Retaining people is one of the biggest priorities for the senior management. We believe in building a team that shares common value system and drives continuous excellence. We have built a culture that is inherently inclusive, free from biases and merit oriented. We continuously keep investing time, energy and efforts to make SGA a people’s place to grow. We have been “Great Place to Work” certified for the third time in a row. SGA advises corporates of different sizes, in different sectors with their own unique challenges and opportunities. A one-size-fits-all approach will tend to fail and hence customisation is the key. It is very important that as a consultant, we should be well-versed with the finer nuances of the business of the client and also practical aspects of market which will equip us to provide tailored solutions to every client. The ultimate goal of all our services is to add value in the client’s overall growth strategy. We developed excellent relationship with the client which results in a long-term association. 40% of our clients have been with us for over 5 years which demonstrates our contribution as a partner to the client. We added more services at SGA which help the client get intra-related communications services through a single partner. The role of IR and corporate communication has drastically evolved in the last decade. How do you see the role of investor relations shaping up in the next five years? The success of a communications program is now measured from the lens of Value Creation. The role of Investor relations will further evolve in our view. It will be a collaborative approach with more stakeholders, including business heads, corporate communication and compliance teams. Investor relations will play a central role for everything that corporate engages for with capital markets whether its capital raise, product launch, compliance reports (like BRSR and integrated reports), M&A and corporate communication. The investor relations role will help Corporates to sharpen and refine their business strategy via continuous engagement with capital markets to unlock value for them. Being market leaders in IR what led you to do integrate and venture into PR and Brand & Design? Our decision to integrate PR and Brand & Design practices was a well-thought-out strategy to offer more value to our clients across their business life cycle. Today, we are the only consultancy in the country that offers such integrated services wherein client communications are taken care of from its early age to maturity and eventually to IPO, post listing through our basket of PR, IR and Brand & Design offerings. As the Indian market develops and economy grows and more companies opt for IPO, we believe our unique expertise will augur well both for us as well as our clients. Moreover, by unifying IR with PR and branding under one roof, we provide clients with cohesive strategies, sharper storytelling and a single unified voice that resonates with diverse audiences viz., consumers, investors, employees and other stakeholders. Integrated practice helps clients get the best outcomes as SGA has a numbers-led thought process as its DNA for client servicing. How important is narrative building in today’s financial communication? Do you believe Indian corporates are embracing storytelling as much as global peers? Financial communication is as much about performance as it is about perception. And having a strong narrative that conveys the story behind performance helps in creating that perception besides building confidence among capital market participants. And this is what reflects in valuations. Thus, a perfect blend of IR and PR along with consistency, clarity and delivery (in terms of performance) will help market trust the narrative and reward the corporate with assigning fair valuation. Indian corporates have warmed up to storytelling and have come out of their cocoon to share their business fundamentals, strategy, leadership styles, experiences in business, their learnings, struggles and many such topics. This has reflected in the growth of the market capitalisation of over $4 trillion with over 6,000+ listed companies and many more aspiring listing. Could you talk about how you have added value to clients in PR? Please share some examples. Our key differentiator lies in the fact that in our endeavour to create value for our clients, we do not just chase coverages but instead we focus in building a strong brand IP that will gradually drive overall conversation at an industry level. Our craft lies in not just delivering headlines but driving growth focused business consulting, narrative driven storytelling that ultimately creates sustainable business impact. For example, for a B2B client, we have gone beyond traditional PR activities to recommend and execute stakeholder engagement program which were closely linked to business growth objectives. We strategized and executed ‘micro-market strategy’ for one of our long standing B2B Fintech clients. The client appreciated our role in the subsequent substantial business growth from those markets. We believe our integrated approach enables us to look at information from varied perspectives resulting in an incisive output as strategies that can be employed for the client. Measurable outcomes for clients in terms of Value Creation is the objective for our PR practice. Tier 2 and Tier 3 cities are seeing a boom in retail investors. How are PR-IR strategies evolving to cater to this new and growing investor class? The smaller cities and towns in India have for long remained away from mainstream conversations and capital markets. As the divide between the urban, semi-urban and rural areas are getting blurred through technology and digitization, the participation from these markets are rising. We have professionally run IR and PR practises, for a client, wherein our aim is to create shareholder value along with positive brand reputation. This can only be possible when both IR and PR are seamlessly integrated, and strategies are designed with a common objective. Both our PR and IR strategies focus on creating enough awareness about the clients’ business growth and its future potential among these retail shareholder clusters so that they are able to make informed decisions and participate in the growth of the India’s capital markets. What is your advice to young professionals or entrepreneurs looking to make a mark in the new age communication industry? My advice to budding entrepreneurs will be – do not start something for the sake of it; just because that’s the trend. Money will get scarce, and ideas will be quickly replicated; think long term and a unique business model. Always invest your time, energy, and money in something you believe in. Focus on creating a long-term, unique model which is sustainable and differential in nature. Also, success is never a destination but a journey. It is an ever-changing goalpost. One should focus on the journey of capturing milestones which is a true determinant of success. The key to success for young professionals to enhance growth is Knowledge and Maturity. Consulting is a combination of Art and Science. Data is science and can be captured by AI, but the feel of the market is extremely different and so one needs to have the maturity of understanding the ‘Direction of Wind’ as we say in Hindi ‘Hawa ka Rukh’. These youngsters have to learn and mature early to make a mark in their consulting role. We are building the firm with ‘Youngsters’. The average age of our professionals is between 25 and 30 years. We are investing a lot of time and effort training youngsters to make them relevant in the business of consulting entrepreneurs. How has been the growth in the PR business over the last 2-3 years? Any good campaign that you have rolled out and which has created an impact on client’s business? The PR business has grown exceptionally well in the last couple of years. We are a perfect blend of industry veterans, leading the practice with an ever-growing team of enthusiastic and eager-to-learn youngsters. In a short span, we have grown into a team of over 60 people spread across several cities, including Mumbai, Delhi, Bangalore, Ahmedabad, among others. We have a strong portfolio of clients from several sectors such as mutual funds, housing finance, fintech, wealthtech, real estate, pharma, chemicals, green energy, healthtech, education, textile, automobile, industry body, etc., and have been delivering value for all of them. We have just begun and are very excited to grow further in our journey. We have recently ventured into fully integrated IPO services right from SME IPO, Mainboard IPO and SME to Mainboard transition. Owing to our significant expertise in capital markets through our IR practice, we believe that SGA PR is uniquely placed in the industry both in terms of understanding and execution capabilities to deliver exceptional results for companies eyeing capital market listing. Going forward, what is your vision for SGA group overall and also about the two new practises – PR and B&D? SGA aims to be “THE ONE” brand that offers exceptional quality, varied service offerings, and culture. We aim to be a place known for best-in-class client servicing and extra ordinary performance by team members to deliver exceptional value to the clients. The vision is to continuously add newer practices that help to create value for clients and offer a single point consulting for all their business needs, from finance to communication to creative services. The ultimate goal is to establish SGA as a standout brand in the crowded consultancy industry. 

Over the last three decades, Nidhi Sabbarwal has carved a distinct space for herself in the world of Public Relations and brand storytelling. With a foundation in journalism and mass communication, her journey from being an assistant marketing manager to founding PRtainment Media & Communications Pvt. Ltd. reflects a deep understanding of both strategic planning and creative execution. Her agency has consistently delivered impactful campaigns by blending conventional media wisdom with modern digital sensibilities?Çöbuilding trust, visibility, and long-term brand value for a diverse clientele.In conversation with Adgully, Nidhi Sabbarwal, Founder & Director of PRtainment Media & Communications Pvt. Ltd., delves into the most defining moments of her career, shares lessons from crisis communication, outlines her approach to campaign planning, and offers grounded advice for young professionals entering the PR industry. Her insights offer a compelling view into how integrity, adaptability, and authentic storytelling remain at the heart of effective communication in today?ÇÖs dynamic media landscape.1. Can you tell us about your journey into the world of public relations? What inspired you to choose this field?I got into PR in my early 20s as an assistant marketing manager with Asian Press News Services. Having a master's in journalism and mass communication, I was always interested in telling stories and brand planning. With the world's biggest players in the industry, I noticed the wide difference between well-defined strategies and execution. It motivated me to start PRtainment Media & Communications. I had always envisioned an attempt to fill the gap between communications and creativity, creating a place where brands could talk and convey. I've spent three decades working in various industries, turning issues into opportunities and telling stories that engage and push brand awareness.  2. What has been the most challenging PR campaign you've worked on, and how did you handle it?One of the hardest PR budgets I worked on was for an international hospitality brand entering the Indian market. The main stumbling block was getting their global expectations and the nuances of local media to align while also acknowledging their inclination for rapid and high-end coverage without really changing their approach to the campaign. Their budget also meant that we could not do a FAM trip, which is critical in hospitality PR because experiential storytelling is key. I relied on good media relationships, crafted tailored narratives, wrote bespoke content, used virtual tours, and used influencer-generated content. All of this involved continual educating and adapting, but it resulted in quality coverage. We ultimately repositioned their strategy for the Indian market. 3. How do you stay updated with current media trends and maintain strong media relations in such a fast-paced industry?Staying relevant requires constant learning. At PRtainment Media & Communications, we keep ourselves updated with media trends through events and upskilling on different platforms and consumer trends. Relevance and credibility are the two cornerstones of successful media relations. We build relationships by staying familiar with journalists' beats and giving accessible, timely information. Instead of cramming one-size-fits-all pitches, we stake out based on media needs. This integrity has allowed us to build long-term relationships with editors, journalists, and influencers. High visibility, authentic stories, and follow-ups have placed us at the forefront in the PR and media world. 4. In your experience, how do you handle crisis communication when a brand faces negative publicity?We believe in being proactive, not reactive. Crisis management begins with risk zone identification and hands-on client preparation through structured response strategies. When a crisis hits, we move quickly, creating genuine, empathetic messaging and working collaboratively with in-house teams. Media relations are paramount; we speak honestly with authenticity, recognizing problems but offering solutions. Managing the narrative and providing minute-by-minute updates, we assist brands in regaining public trust. The secret to success is remaining factual and maintaining consistent messaging on all media networks. Our platform has made it possible for brands to overcome rough times with integrity and tenacity 5. Can you walk us through your typical process for creating and executing a successful PR campaign?All of PRtainment Media & Communication?ÇÖs campaigns are preceded by detailed research and coordination with the client. We begin with the development of clear objectives, establishing brand positioning, and identifying the appropriate target audience. We then develop a compelling story that is in tune with the client's requirements and values. We implement a mix of traditional media, new-age media, and influencer marketing in an effort to attain wide reach and salience. There is constant monitoring of performance, real-time message tuning, and audience response. Following the campaign, we track impact using KPIs, media measurement, and client feedback to help us know whether it worked and how we can improve future campaigns. 6. How do you measure the success and ROI of a PR campaign, especially when it involves brand awareness?Effectiveness in PR can be qualitative and measurable. We monitor media impressions, web impressions, engagement rate, and sentiment. Most significantly, we monitor whether the campaign reached strategic goals, be it brand awareness, reputation building, or audience engagement. Feedback from clients is useful as well in the calibration of our tone. For ROI, we also monitor measurements such as increased visibility, for instance, traffic on the website, leads, and how the campaign serves long-term equity for a brand. We believe PR is as much about perception-shaping as visibility, and we ensure accuracy by using the best available measurement approach. 7. What skills do you believe are most essential for someone looking to build a career in public relations today?Excellent writing and communication skills will always form the foundation of any successful public relations career. However, now PR professionals should be well-versed in digital communication, social media, content marketing, and data-driven analysis. Qualities like emotional intelligence, flexibility, and the ability to respond appropriately in a crisis are as vital as core skills. Creativity, agility, and the ability to build authentic, long-term relationships with media contacts are some of the core competencies of a modern PR practitioner. It is important to remain updated with trends, find opportunities to grow, and develop authentic networks. PR is fast-paced; those who can exhibit equal parts of strategic thinking and empathy, execution, and innovation will continue to chart the future. 8. Which achievement in your PR career are you most proud of, and why?One of the achievements I am most proud of in my PR career is the development and maintenance of meaningful relationships, whether with clients, media, or stakeholders. From launching brands to dealing with reputational challenges, I have applied strategy, authenticity, and flexibility.What stands out to me is not the media coverage, but the level of trust clients have in me during stressful times. When there are tight deadlines and unforeseen issues arise, I breathe through it, perform, and communicate options. I know we have been successful when clients come to us not just to execute, but for help with a strategic plan and long-term vision. That is how I know I am making an impact. 9. What advice would you give to young professionals or students who aspire to enter the field of PR?Be curious, passionate, and dedicated to learning. PR is not only about media relations; it is about trust building, planning, and storytelling. Begin by enhancing your communication skills and knowledge of the media environment. Get exposure in various industries to figure out your area of specialized interest. Embrace digital platforms and learn to use analytics effectively. Don't be scared of failures; they are your best tutors. Build networks, be humble, and never hesitate to ask questions. Above all, make your work passionate and authentic. If you are flexible, dynamic, and focused on adding value, your PR career will be dynamic and rewarding.

The landscape of Public Relations in India is undergoing a profound transformation, extending its reach far beyond the traditional metropolitan centers. This dynamic shift was the central theme of a fireside chat at the 5th edition of IMAGEXX Summit and Awards 2025, titled ?ÇÿFuture of PR in India: Going Beyond Tier 2 Cities?ÇÖ. Chaired by Mukesh Kharbanda, Managing Director, Fuzion PR, the discussion brought together industry leaders to dissect the evolving consumer and media terrains in India's diverse tiered markets. The panelists included: Janet Arole, AVP Corporate Communications, Aditya Birla Fashion and Retail LimitedHimank Tripathi, CCO, Baazi GamesGunjan Batra, Head Corporate Communications & PR, Usha InternationalThe Uniformity of Aspiration: Consumers Across TiersKharbanda initiated the dialogue by posing a crucial question about consumer segmentation: ?Ç£Could we deep dive a little into the consumer landscape as well? How do you differ between consumers who are residing in metros, vis-a-vis Tier 2 and beyond??Ç¥ Janet Arole articulated a compelling perspective on consumer aspirations. She stated, ?Ç£I think this is a very interesting question. I think consumers, whether it's metros, small towns, they all aspire to have good quality products, higher aspirational brands.?Ç¥ Arole explained how Aditya Birla Fashion and Retail leverages a franchisee model to penetrate deeper markets. ?Ç£When we decided, as a business strategy to enter into Tier 3, Tier 4 markets, Investments, the business format was you do franchisee models, the investment is theirs, the products are ours. I think it?ÇÖs a great win-win for both the business and the audience?ÇÖs consumers as well, because you are taking your brands to their markets and you?ÇÖre selling it in a very branded flavor.?Ç¥ She concluded by affirming, ?Ç£I think consumers love your brands irrespective of metros, non-metros. And the way you partner with your local franchisees, I think it?ÇÖs a win-win for brands as well as for consumers.?Ç¥ Adding to this, Himank Tripathi emphasized the pervasive drive for technological and lifestyle upgrades across all demographics. ?Ç£I think something we were discussing earlier when we all gathered that nothing is going to shut down or evaporate on its own. You evolve the phase of it,?Ç¥ Tripathi said, drawing a parallel to the evolution of technology from bulky desktops to foldables. He highlighted that consumers in Tier 2 and Tier 3 markets seek ?Ç£something which is more upgraded, which is more new.?Ç¥ This aspiration, he pointed out, is fueled by ?Ç£the accessibility of far superior network and content consumption that we can deal right now.?Ç¥ Tripathi shared a compelling anecdote: ?Ç£I know of a farmer in Una, a small town in Himachal Pradesh, who had won gold at the National Poker Series (NPS), India?ÇÖs biggest gaming event. All this was possible because of the connectivity, the kind of access he got through those screens and devices and he won.?Ç¥ For Tripathi, this demonstrates a clear reality: ?Ç£For me, there is no differentiation between Tier 2, Tier 4, or Tier 5. My audience is everywhere. In fact, we?ÇÖll be fools if we don?ÇÖt look out at these markets.?Ç¥ The Media Metamorphosis: Beyond Traditional ChannelsKharbanda then steered the discussion towards the evolving media landscape, asking Tripathi: ?Ç£When you say consumer landscape doesn?ÇÖt change much and consumers are similar everywhere, would you say the same about media landscape also? Or do you think there is any bifurcation in Tier 2 and Tier 3 as far as media is concerned? When I say media, I?ÇÖm not only talking about print or electronic.?Ç¥ Tripathi articulated a distinct difference in media consumption, particularly highlighting the rise of localized digital content creators. ?Ç£Saying platform agnostic media ?Çô that?ÇÖs a valid point,?Ç¥ he remarked. He observed, ?Ç£You must be seeing a lot of YouTubers creating content, talking about technology and new devices. And these are mostly from metros. That?ÇÖs how it started. And 80% of that audience belongs to Tier 4, Tier 3, Tier 5 markets.?Ç¥ He illustrated this with a prominent example: ?Ç£If you look at the biggest Tech YouTuber we have, which is Technical Guruji ?Çô 80% of his audience would be Tier 2, Tier 3, Tier 4, Tier 5 markets.?Ç¥ Stressing on the growing influence of local content creators, Tripathi said that they have closer association and understanding about their market and hence, can get more authentic vibe and connect with the audience. He concluded on the vast potential of this shift, ?Ç£For me, I just need to switch my medium instead of relying on a city page in a newspaper, I might connect with those guys, understand what they have to say, align things from my end that makes sense, and do something interesting and hit that audience.?Ç¥ On being asked to share her experiences on working beyond Tier 2 cities, Gunjan Batra of Usha International, a brand with deep regional connections, highlighted the pivotal role of increased accessibility and awareness in driving aspirations in smaller towns. She explained, ?Ç£Both mobiles and mobility, rural electrification and various government schemes have actually enabled and empowered people beyond the Tier 2 towns to start dreaming about having appliances at home, to start having modern day conveniences at home.?Ç¥ With this, she also pointed out a significant cultural shift: ?Ç£People in Tier 3 and Tier 4 are making pasta. They are making many things which would have been inconceivable probably 10 years ago.?Ç¥ Batra attributed this evolution to fundamental human aspirations, ?Ç£because I think we are all human beings finally at the end of the day. Aspirations remain the same. Aspirations to grow, do better, eat better, enjoy life will remain the same.?Ç¥ She concluded by emphasizing on the power of localized communication: ?Ç£When you have the channels that reach you where you are, then obviously you will consume that ?Çô whether it is information or appliances or news. And if you can speak to them in the language that they are most comfortable in, then you have a connect, which is very difficult to break.?Ç¥ The insightful exchange among the panelists at IMAGEXX 2025 unequivocally underscored the dynamic shifts in India?ÇÖs consumer and media landscape. Effective PR strategies must now embrace these nuanced changes, focusing on localized content, digital channels, and an understanding of universal aspirations to genuinely connect with audiences across all of India?ÇÖs evolving tiers. 

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 a bold move that underscores the growing global ambitions of Indian communication firms, Madchatter Brand Solutions has joined the Worldcom Public Relations Group ?Çö a $350 million global network of over 2,000 PR professionals across 40+ countries. The partnership marks a significant milestone for the agency, enabling it to scale cross-border campaigns, access global expertise, and deliver culturally attuned, insight-led strategies without compromising on agility or authenticity.In conversation with Adgully, Rachna Baruah, Founder & CEO of Madchatter Brand Solutions, shares how this collaboration aligns with the agency?ÇÖs vision of building export-worthy communication, backed by strong sectoral knowledge and a business-first mindset. From activating campaigns across continents in days to shaping crisis responses for global brands in India, Baruah outlines how the partnership is not just expanding Madchatter?ÇÖs reach ?Çö it's redefining the role of independent Indian agencies in the international PR ecosystem.What motivated Madchatter to join Worldcom, and what benefits do you expect for your agency and clients in India?Joining the Worldcom Public Relations Group was a strategic step in line with how we see the future of communications evolving. As brands become more global, their narratives must be locally rooted and globally resonant. For Madchatter, this partnership gives us seamless access to world-class expertise across industries ?Çö from tourism to investor relations ?Çö without adding overheads or compromising agility. We can now tap into a global network of specialists who?ÇÖve shaped strategies for some of the world?ÇÖs most respected brands over the past three decades. This not only sharpens our offerings but also ensures our clients in India receive globally benchmarked thinking with local relevance. Worldcom isn?ÇÖt just a network ?Çö it?ÇÖs a knowledge advantage that helps us scale impact, not just output.How will this collaboration impact the kinds of clients or projects Madchatter can take on especially those with international goals?Over the past few years, we?ÇÖve seen a steady rise in India-to-global companies looking for partners who understand both Indian complexity and global communication standards. This partnership helps address that need more holistically. Whether a client wants to break into the US, UK, or Southeast Asia, we now have the infrastructure to co-create campaigns, access on-ground insights, and deliver with the same contextual sensitivity we apply in India.With a presence across 40+ countries and a collaborative network of over 2,000 professionals, Madchatter is now equipped to support international mandates with the same agility we bring to domestic ones. The fact that this is a $350 million global network gives our clients a layer of confidence ?Çö they?ÇÖre gaining access to a distributed team that understands how business, culture, and communication intersect. It also allows us to step into larger, more complex projects that require cross-border execution while keeping consistency in messaging and approach.How does this partnership set Madchatter apart in the evolving Indian communications scene?As Indian brands become more globally ambitious, there?ÇÖs a growing need for campaigns relevant in multiple geographies while staying grounded in local insight. That?ÇÖs where we believe our differentiation lies ?Çö and this partnership strengthens it. We?ÇÖre not just accessing global trends; we?ÇÖre collaborating in real time with partners worldwide. For instance, we recently got a campaign live in Zanzibar and Tanzania in under four days through our extended network. We also supported a NYSE-listed company during a crisis in India, navigating local sensitivities while aligning with their global communications framework. These aren?ÇÖt just one-offs ?Çö they represent how we now operate: as part of a trusted, borderless communications team.In an industry where speed, context, and credibility matter more than ever, this partnership allows us to offer agile, insight-led strategies that can scale globally, not by imitation, but through lived experience and collaboration.Beyond clients, what does this partnership mean for the Madchatter team in terms of learning and growth?The most exciting aspect of this partnership is opening up our team to global learning and exchange. It?ÇÖs not about formal training modules or one-off workshops. It?ÇÖs about actively conversing with communicators worldwide ?Çö solving challenges, sharing learnings, and understanding how different markets approach reputation, narrative, and strategy. This exposure shapes our team?ÇÖs thinking and raises the quality of work we can deliver across all levels, not just at the top. For junior and mid-level professionals, especially, it offers a rare opportunity to learn from experienced practitioners without having to leave their context behind.It also sharpens our ability to think beyond geography ?Çö to see communication as a discipline shaped by culture, policy, and business cycles in different markets. This kind of real-time, peer-based learning is invaluable for a firm like ours, where agility and learning are core values.Looking forward, what are Madchatter?ÇÖs growth goals and how important is this Worldcom partnership in reaching them?Looking ahead, Madchatter?ÇÖs growth ambitions are rooted in building a truly agile communications firm that blends deep sector expertise with the ability to deliver across geographies. Since day one, we?ÇÖve attracted global organizations because of our team?ÇÖs proven experience managing cross-cultural and cross-functional projects, especially in deeptech, fintech, B2B, and enterprise communications. Our unique approach ?Çö global thinking, local execution ?Çö has not only helped us win trust but also created strong client stickiness, with many choosing us over larger, more established agencies and staying for the impact we drive.With the Worldcom partnership, our reach and agility multiply. It allows us to serve both global brands entering India and Indian brands expanding abroad with a network that is both vast and deeply collaborative. We are focused on scaling our presence in high-growth sectors like fintech, healthtech, and purpose-driven brands, while doubling down on creating business bottom-line-led campaigns that open strategic doors for our clients. Our growth roadmap also includes building a personal brand communications vertical and investing in new media products to stay ahead of industry shifts. Ultimately, Worldcom is central to this vision, giving us the global muscle and visibility to lead from the front while never losing our local edge.As a founder, what message do you want to send to the Indian communications industry about this affiliation and what it means for PR?ÇÖs future here?This partnership is not about Madchatter alone ?Çö it?ÇÖs about what?ÇÖs now possible for independent Indian agencies in a globalised communication environment. For a long time, Indian firms were seen as service extensions, not strategic drivers. That?ÇÖs changing. Today, we see Indian communicators shaping not just campaigns but conversations that matter across markets. Our affiliation with Worldcom shows that you don?ÇÖt need to be a global branch office to lead globally. You can be rooted here and still operate at international standards, with sharp, culturally attuned, and business-first ideas.The future of PR isn?ÇÖt just about reach or visibility. It?ÇÖs about partnerships, insight, and the ability to influence outcomes in a connected, volatile world. My message to peers and emerging firms: the time to scale your thinking is now. Build work that is export-worthy. Build teams that can think across borders. And build a practice that puts business outcomes at the heart of communication. 

The flagship IMAGEXX Summit & Awards 2025, hosted by Adgully and The PR Post, returns for its 5th edition on July 18 ?Çô bringing together India?ÇÖs public relations and corporate communication leaders and changemakers. In today?ÇÖs hyper-connected, hyper-quantified world, data surrounds us like oxygen?Çöbut turning those numbers into something truly breathable for brands and consumers alike remains the real challenge. At the 5th edition of IMAGEXX Summit & Awards 2025 in Delhi, this idea took center stage during a high-energy panel, titled ?ÇÿFrom Metrics to Meaning: The New Age of Data-Driven Communication?ÇÖ. Moderated by Mamtaa Dhingra, a seasoned PR strategist and host of the ?ÇÿLateral Sutraa?ÇÖ podcast, the session brought together communication leaders from across sectors?Çömedia, logistics, real estate, automotive, and consultancy?Çöto explore how brands are moving beyond vanity metrics to build sharper, more resonant strategies powered by real insight. The esteemed panelists included: Ahana Ganguly, Associate Vice President - Brand Marketing & Corporate Communication, Times NetworkMitali Darbari Prakash, Business Director & Partner, The MavericksPoornima Gulati, Associate Director - Public Relations & Corporate Communications, NoBroker.comPrachi Sharma, Head - Creative and Communication, CARS24Rachit Mishra, Head - Brand Marketing & Communication, CJ Darcl LogisticsOpening the session with the poignant quote, ?Ç£We are surrounded by data but starved for insights,?Ç¥ Mamtaa Dhingra set the tone for a conversation that would cut through the noise. She emphasized the need to move away from superficial reporting toward deeper understanding: ?Ç£Data is everywhere, but insights are rare. The real value lies in interpretation, not just collection.?Ç¥ Ahana Ganguly offered a compelling look into how media brands are evolving. ?Ç£Data is the base for every communication and content decision today?Çöespecially in a space where we?ÇÖre not just competing with other broadcasters, but with FMCG, tech, and OTT platforms,?Ç¥ she said. From prime-time programming to ad sales, data informs everything?Çöfrom knowing when audiences tune in, to understanding who they are and why they engage. ?Ç£Screaming ?ÇÿWe?ÇÖre No. 1?ÇÖ doesn?ÇÖt work anymore,?Ç¥ Ahana quipped. ?Ç£What works is combining numbers with context and sharper targeting.?Ç¥ She also shared how Times Network leverages government datasets (like MoRTH?ÇÖs road accident statistics) to shape issue-based campaigns. ?Ç£Real numbers tell real stories. That?ÇÖs how we create communication that moves people?Çönot just informs them.?Ç¥ Poornima Gulati underscored how data is embedded in the DNA of digital-first disruptors. ?Ç£We built this company on a promise to remove the middleman. Data helped us replace opacity with transparency and trust,?Ç¥ she noted. Today, behavioral analytics fuel personalized experiences?Çöfrom property suggestions to CRM-led journeys. One standout example: ?Ç£We noticed an uptick in women applying for joint loans, so we started tailoring our messaging to support and empower them.?Ç¥ It?ÇÖs not just about demographics; it?ÇÖs about decisions. Prachi Sharma brought both clarity and charisma, offering a fresh take: ?Ç£AI will never beat natural intelligence,?Ç¥ she said with a smile. While she acknowledged the usefulness of AI in speeding up execution, she cautioned that data without empathy becomes hollow. ?Ç£Relatability is non-negotiable. People don?ÇÖt want fluff?Çöthey want truth. If you?ÇÖre not listening to human voices, your communication will miss the mark?Çöno matter how ?Çÿdata-backed?ÇÖ it is.?Ç¥ From logistics and freight to frontline branding, Rachit Mishra emphasized that data?ÇÖs role extends far beyond marketing dashboards. ?Ç£We use data not just to optimize operations, but to improve road safety, reduce accidents, and build long-term trust with clients,?Ç¥ he explained. For service-first industries, brand perception is closely tied to transparency. ?Ç£Smart communication, rooted in insight, helps us stay accountable. That?ÇÖs how we keep stakeholders engaged?Çöand reassured.?Ç¥ Mitali Darbari Prakash brought a consultant?ÇÖs lens to the table, especially valuable in her work with both legacy brands and startups. ?Ç£Legacy brands often suffer from fragmented data, gathered through outdated methods. It?ÇÖs no longer about hoarding data?Çöit?ÇÖs about sense-making,?Ç¥ she said. At The Mavericks, she leads teams where researchers and data scientists work in tandem to build insight-rich strategies. ?Ç£AI is powerful?Çöbut it only works when there?ÇÖs actual intent guiding it. Otherwise, you?ÇÖre just dressing up numbers with jargon.?Ç¥ ??As the session wrapped up, Mamtaa Dhingra circled back to the core theme: data is just the beginning?Çöinsight is the destination. Whether you?ÇÖre optimizing a logistics network, designing a content calendar, or trying to decode consumer mindsets, the leaders on this panel showed that communication becomes powerful only when numbers are grounded in purpose and human understanding. 

In an era where a social media post can spiral into a PR nightmare, crisis communication has become a core brand function?Çönot a contingency plan. At the 5th edition of IMAGEXX Summit & Awards 2025 in Delhi, hosted by Adgully and The PR Post, brand leaders came together for an insightful conversation on real-time reputation management. In the fireside chat, titled ?ÇÿReputation Reloaded: Building Trust & Brand Value in an Era of Hyper-Transparency?ÇÖ, industry experts shared actionable insights on navigating communication challenges in today?ÇÖs high-stakes, always-on media landscape. Chaired by Nandini Chatterjee, Chief Corporate Brand and Communications, Shree Cement, the esteemed panellists included: Amit Nanchahal, Head ?Çô Corporate Communications, India and South Asia, PepsiCo IndiaSamir Kapur, Director, Adfactors PR Shree Cement: Balancing Truth and AgilityNandini Chatterjee opened the discussion by addressing the risks of real-time scrutiny. ?Ç£Anything the brand does is seen, shared, and judged. One wrong step and it can explode,?Ç¥ she said. She highlighted that audiences today expect instant responses, while legal clearances and fact-checking slow things down. ?Ç£Being agile and truthful is a job by itself,?Ç¥ she noted. Chatterjee also cited a recent Meltwater report that showed while 33% of consumers discover brands on TV, 31% do so on social networks?Çöyet 50% research them on social platforms. ?Ç£It?ÇÖs no longer the time of SEO, but GEO?ÇöGenerational Engine Optimization,?Ç¥ she added. Adfactors PR: Crisis Can Be Prevented in Calm TimesSamir Kapur emphasized two key principles?Çölistening and speed. ?Ç£You need to listen everywhere?Çönot just Google or news, but also Glassdoor and Reddit. That?ÇÖs where early signals emerge,?Ç¥ he said. Kapur cautioned brands not to wait for perfection. ?Ç£Perfect hair is the enemy. If you wait too long for legal or perfect statements, the narrative will shift, and someone else will control it.?Ç¥ When asked about brand readiness in non-crisis periods, Kapur shared: ?Ç£Reputation isn?ÇÖt just for crisis moments. Most brands ignore signs during quiet times thinking ?Çÿit?ÇÖs not broken, so no need to fix it.?ÇÖ That?ÇÖs when they lose the chance to prepare.?Ç¥ He referred to an Indian edtech company that ignored employee concerns and consumer complaints during growth phases. ?Ç£When the crisis hit, it erupted because they didn?ÇÖt act when the indicators were visible.?Ç¥ PepsiCo India: Purpose Builds Trust Before the CrisisAmit Nanchahal shared how PepsiCo India approaches corporate reputation with a long-term view. ?Ç£We have an always-on strategy. You can?ÇÖt wait for a crisis to start telling your story?Çöyou need to build trust constantly,?Ç¥ he said. Nanchahal clarified misconceptions: ?Ç£We are not just Pepsi?Çöwe are PepsiCo with 12-13 brands including Lay?ÇÖs and Quaker. Not many know we work with 27,000 farmers across 14 states.?Ç¥ He highlighted how Lay?ÇÖs purpose-led campaigns have won four Khadi awards for work with farming communities. ?Ç£That kind of consistent engagement helps when a crisis does come. People remember the good work,?Ç¥ he said. Reflecting on his early days at PepsiCo, he shared: ?Ç£I came from Ola, which had its fair share of crises. I thought PepsiCo would be smooth. But in my first month, I handled a major issue with Lay?ÇÖs. What helped us was the narrative we had already built and the long-term plan we had in place.?Ç¥ ?Nanchahal concluded with a powerful reminder: ?Ç£Trust isn?ÇÖt built during the crisis?Çöit?ÇÖs tested during one.?Ç¥ 

Fuzion PR Pvt Ltd unveiled its latest publication, ?ÇÿBharat Landscape - Beyond Tier-2?ÇÖ, at the 5th edition of IMAGEXX Summit & Awards 2025. Mukesh Kharatbanda, Managing Director, Fuzion PR, presented the report, emphasizing the growing importance of India?ÇÖs Tier-3 cities for future brand communication strategies. Kharatbanda highlighted Fuzion PR?ÇÖs 15-year history of working across ?Ç£Bharat?Ç¥, including Tier-2, Tier-3, and Tier-4 zones often overlooked by mainstream strategies. He stressed the firm?ÇÖs belief that a true understanding of India requires firsthand observation in smaller cities and towns, free from preconceived notions, as ?Ç£that is where the real Bharat lives?Ç¥. The report, the sixth edition in Fuzion PR?ÇÖs Regional Highlights booklet series, asserts that ?Ç£Regional is the new national?Ç¥, a principle the firm has advocated for years. Kharatbanda pointed out a critical juncture where perception needs to shift again, moving beyond Tier-2 cities, which are now showing signs of saturation, towards Tier-3 and beyond. He underscored that government policies and increased exposure are already aiding the development of these smaller urban centers. ?Ç£We?ÇÖve studied over 50 Tier-3 towns across 28 states, cities that would be the gold mine of opportunities in the near future,?Ç¥ Kharatbanda stated. He warned that brands failing to incorporate these areas into their communication strategies risk missing immense opportunities, as Tier-3 cities are on the ?Ç£cusp of revolutionary explosion?Ç¥ driven by infrastructure development. Key findings from the report: The ?ÇÿBharat Landscape - Beyond Tier-2?ÇÖ report, the sixth edition of Fuzion?ÇÖs Regional India Booklet, highlights a significant shift in India?ÇÖs development focus from Tier-2 cities to emerging Tier-3 cities. The report argues that while Tier-2 cities are becoming saturated, Tier-3 cities are becoming the ?Ç£next frontier?Ç¥, brimming with aspirations, untapped ambition, and a hunger for access, making them crucial for the next phase of India?ÇÖs growth story. This 2025 edition aims to provide deeper insights into the observed shifts in behaviour, access, ambition, and opportunity, as well as persistent challenges in these regions. The report details the development and potential of Tier-3 cities across various Indian states: Punjab: Tier-3 cities like Jalandhar and Patiala are emerging as new economic centers due to strategic location, infrastructure development, and government initiatives, fostering inclusive development. Patiala is transforming under the Smart City Mission, while Jalandhar has a unique legacy in sports.Gujarat: Tier-3 cities such as Bhavnagar, Morbi, and Bharuch are crucial to Gujarat?ÇÖs economic landscape, emerging as manufacturing and industrial hubs with significant infrastructural advancements. Bharuch hosts one of India?ÇÖs largest chemical industrial estates (Dahej SEZ), and Morbi is known as the ?ÇÿCeramic City of India?ÇÖ.Karnataka: Tier-3 cities like Hubballi-Dharwad, Belagavi, and Davanagere have shown significant industrial growth, becoming important manufacturing and trading hubs. Many of these cities are also part of the Indian Government?ÇÖs Smart City Mission.Chhattisgarh: Tier-3 cities such as Bastar, Janjgir-Champa, and Kanker are growing rapidly. Janjgir-Champa is becoming a ?Ç£power hub?Ç¥ with numerous power plants and rich limestone deposits, while Kanker is known for its mineral resources, including iron ore.Madhya Pradesh: Tier-3 cities like Ujjain, Ratlam, and Sagar are significant contributors to the state?ÇÖs progress, serving as incubators for innovation across manufacturing, technology, and agriculture. Ujjain is seeing infrastructure projects, and Sagar and Satna are included in the Smart City Mission.Maharashtra: Key Tier-3 cities like Aurangabad, Solapur, Jalgaon, Amravati, Nanded, and Kolhapur contribute to India?ÇÖs cultural and economic development. These cities are hubs for manufacturing, agriculture, education, and textiles, with some also focusing on renewable energy initiatives.Bihar: Emerging urban centers such as Gaya and Bhagalpur are vital to Bihar?ÇÖs development. Gaya is a major pilgrimage destination, and Bhagalpur, known as the ?Ç£Silk City?Ç¥, is significant for silk production and export.Assam: Tier-3 cities like Dibrugarh, Jorhat, Tezpur, and Silchar play crucial roles in Assam?ÇÖs economy, particularly in the tea industry, tourism, and cultural heritage.Rajasthan: Tier-3 cities like Kota and Udaipur contribute significantly to the state?ÇÖs and country?ÇÖs growth. Kota is renowned as an educational hub for competitive exam preparation, and Udaipur is a major tourist destination known as the ?Ç£City of Lakes?Ç¥.Haryana: Tier-3 cities like Hisar, Rohtak, and Ambala are ?Ç£unsung heroes?Ç¥ fostering small and medium enterprises. Hisar is known as the ?Ç£City of Steel?Ç¥ and aims to be a counter-magnet city for NCR.Kerala: The state?ÇÖs economic growth is significantly influenced by its smaller Tier-3 cities, such as Kottayam (rubber sector, lowest Multidimensional Poverty Index), Alappuzha (tourism, coir production), and Idukki (tea, spices, hydroelectric projects).Uttar Pradesh: Tier-3 cities are developing rapidly, with Prayagraj emerging as a commercial and educational center, and Ayodhya undergoing massive transformation with infrastructure development and increased property values. Aligarh and Moradabad are also leveraging technology and sustainable practices.Uttarakhand: Tier-3 cities like Kashipur, Kotdwar, and Pauri are instrumental in the state?ÇÖs growth, contributing to industry, education, healthcare, and tourism while preserving cultural and natural essence.Arunachal Pradesh: Tier-3 cities such as Aalo, Tezu, and Bomdila are pivotal to the state?ÇÖs development, focusing on agrarian life, trade, education, and eco-tourism, mirroring Arunachal?ÇÖs broader progress.Telangana: Tier-3 cities like Karimnagar, Nizamabad, and Khammam are economically significant, acting as regional centers for small-scale industries, local companies, and agriculture, with growing infrastructure.Odisha: Tier-3 cities are poised for rapid growth with various development projects and investments across sectors, leveraging the state?ÇÖs position as a manufacturing hub and eastern gateway to ASEAN.The report emphasizes that these Tier-3 cities are not just geographic points, but powerful contributors to India?ÇÖs evolving story, driving balanced regional growth and economic prosperity. ????Kharatbanda expressed the hope that the booklet would offer a new perspective on Bharat beyond Tier-2 zones, viewing them as not just evolving and inspiring, but also an ?Ç£inevitable part of everything that we are planning for the brands that we represent?Ç¥. 

The 5th edition of IMAGEXX Summit 2025 wrapped up with the IMAGEXX Awards 2025. In its fifth year, IMAGEXX Awards has come to be recognized for honouring PR campaigns and strategies that showcase exceptional strategic insight, creativity, and measurable outcomes, with entries evaluated by a respected panel of industry experts. The Awards celebrate excellence across agency and in-house teams in strategic disciplines and industry sectors. At IMAGEXX Awards 2025, Adfactors PR was adjudged PR Agency of the Year. Burson Genesis was PR Agency of the Year (Adgully Choice), while Kaizzen was PR Agency of the Year (Jury Choice). Media Mantra was declared Independent PR Agency of the Year. The Regional PR Agency of the Year award went to Fuzion Public Relations Pvt Ltd. Candour Communications won the award for Specialist Consultancy/Firm of the Year ?Çô Technology. Teamwork Communications Group took home the award for Specialist Consultancy/ Firm of the Year ?Çô Healthcare. ??Deepak Jolly, Founder and Director, Consocia Advisory, was conferred with the Lifetime Achievement Award for his outstanding contribution to the Public Relations industry. Recognized as an industry leader in Policy Advocacy, Crisis Management, Reputation Management, Stakeholder Engagement, Sustainability and Marketing programs, Jolly?ÇÖs career spans four decades, wherein he shaped narratives at iconic companies like Hindustan Unilever, PepsiCo, Airtel, and Coca-Cola India, and more. 

In an era where a social media post can spiral into a PR nightmare, crisis communication has become a core brand function?Çönot a contingency plan. At the 5th edition of IMAGEXX Summit & Awards 2025 in Delhi, hosted by Adgully and The PR Post, industry leaders gathered for a compelling panel discussion on ?Ç£Crisis Communication in the Digital Era: Strategies for Protecting Reputation in a Changing Media Scene?Ç¥, moderated by strategic communications expert Anup Sharma. Representing sectors as varied as food tech, fintech, insurance, mobility, gaming, and travel, the speakers brought hard-won lessons and real-time crisis experiences to the table. Together, they painted a clear picture: Reputation today isn?ÇÖt built in campaigns?Çöit?ÇÖs tested in crises. The esteemed panelists included: Akanksha Jain, AVP-PR and Communications, SwiggyAmrit Anand, Head - Corporate Communications, ZupeeManika Mittal, Group Head - Communication and Public Relations, Balancehero IndiaNikhil Bharadwaj, Vice President & Head ?Çô Corporate Communications, Bajaj Allianz General InsuranceRuna Ahlawat, Head Communications, JSW MG Motor IndiaCommencing the discussion, Anup Sharma framed the conversation with a powerful insight: ?Ç£You don?ÇÖt prepare for crisis?Çöyou live it. In today?ÇÖs digital-first world, crisis isn?ÇÖt an ?Çÿif,?ÇÖ it?ÇÖs a ?Çÿwhen?ÇÖ.?Ç¥ He called for a shift in mindset?Çöfrom reactive damage control to proactive preparedness. MG Motor India: Purpose Over PRRuna Ahlawat, Head of Communications at JSW MG Motor India, spoke about the challenges of managing brand perception during the early days of the COVID-19 pandemic, especially being a brand with Chinese roots. ?Ç£Instead of reacting to noise, we led with empathy. Within 24 hours, we launched ?ÇÿSEVA?ÇÖ?Çödelivering oxygen concentrators and essential supplies to communities in need.?Ç¥ MG?ÇÖs value-driven approach proved that authentic action speaks louder than defensive statements. Zupee: Redefining Perception Through PreparednessOnline gaming often walks a tightrope with public opinion. Amrit Anand, Head of Corporate Communications at Zupee, shared how their team built a crisis framework grounded in education and foresight. ?Ç£Our biggest learning? You can have all the right policies in place, but if you?ÇÖre not communicating your intent, perception becomes the crisis.?Ç¥ Zupee developed stakeholder-specific playbooks, built media relationships, and focused on long-term reputation over short-term reaction. Balancehero India: Transparency in FintechIn the fast-evolving fintech space, Manika Mittal, Group Head of Communications & PR at Balancehero India, emphasized the need for transparent communication?Çöespecially during regulatory or technical disruptions. ?Ç£People don?ÇÖt expect perfection. They expect honesty. Even a delayed response can feel like betrayal in a space as sensitive as money.?Ç¥ Balancehero?ÇÖs three-tier strategy?Çöawareness, influence, and impact?Çöplaces trust at its core. Bajaj Allianz: Owning the NarrativeInsurance is often viewed through a lens of scepticism. Nikhil Bharadwaj, VP & Head of Corporate Communications at Bajaj Allianz General Insurance, spoke about reshaping that narrative with radical honesty. ?Ç£We don?ÇÖt run from criticism. We respond, explain, and educate. That?ÇÖs how trust is rebuilt?Çöone clarified claim at a time.?Ç¥ His advice: silence is not a strategy. Clarity and consistency are. Swiggy: Putting People FirstAkanksha Jain, AVP - PR and Communications at Swiggy, reminded the audience that food is personal. ?Ç£One missed delivery can ruin a special occasion,?Ç¥ she said. ?Ç£It?ÇÖs not just about refunds?Çöit?ÇÖs about being human in how we respond.?Ç¥ She also highlighted initiatives like Swiggy Wiggy, which showcases the stories of delivery partners, adding heart to brand narrative even in difficult moments. 

?Ç£Quick commerce is not just fast, it?ÇÖs the future,?Ç¥ said Nischay Madnani, Founder & CEO of Shryoan Cosmetics, in a compelling keynote at the IMAGEXX Summit 2025 held in Delhi. Addressing a packed room of industry professionals and fellow entrepreneurs, Madnani shared his brand?ÇÖs journey and laid out a bold vision for how rapid delivery and digital-first strategies are transforming the Indian beauty landscape. Standing at the Intersection of Speed and BeautyTaking the stage with candor, Madnani acknowledged the novelty of being on ?Ç£this side of the podium?Ç¥ for the first time. But any nervousness was quickly replaced by insight as he dove into the key theme of his talk ?Çô ?ÇÿQuick Commerce (QCommerce) ?Çô which he described as ?Ç£ultrafast, impulse-led shopping that delivers gratification in under 30 minutes?Ç¥. ?Ç£From Blinkit to Zepto, it?ÇÖs no longer just food or essentials. You can now buy your favourite lipstick in the time it takes to brew a cup of tea,?Ç¥ he said, eliciting murmurs of agreement from the crowd. Shryoan?ÇÖs Evolution: From Offline to 30-Minute DeliveryFounded in 2019 just before the pandemic, Shryoan began as an offline-first cosmetics brand. But the COVID era pivot to digital platforms gave it a renewed direction. ?Ç£We were forced to go digital, and that changed everything. Today, we?ÇÖre present across every ecommerce and Quick Commerce platform,?Ç¥ he shared. Madnani cited one unlikely product as a case study: ?Ç£We are among the top three sellers of sindoor in India, traditionally an offline-dominated product, because of our online push.?Ç¥ The Psychology of Impulse and the Power of PlatformsMadnani explained that QCommerce thrives on impulse-driven behaviour, particularly among urban consumers. ?Ç£It?ÇÖs 9 pm, you realize you?ÇÖre out of kajal before a party, and 15 minutes later it?ÇÖs at your door. That?ÇÖs the kind of shift we?ÇÖre talking about.?Ç¥ He revealed that 65% of beauty buyers in India now prefer online platforms, a figure driven by convenience, smartphone adoption, UPI-based payments, and influencer marketing. ?Ç£Earlier, it was word of mouth. Now it?ÇÖs word of WhatsApp. Share a link, and the lipstick is yours in minutes.?Ç¥ Tier 2, Tier 3and Total Market PenetrationThe most exciting opportunity, according to Madnani, lies in QCommerce?ÇÖs expansion into Tier 2 and Tier 3 cities. Platforms like Zepto are opening dark stores across India, offering brands like Shryoan new reach. ?Ç£Reordering, trial products, and even urgent restocks can now happen in 10 minutes. That?ÇÖs not just convenienceit?ÇÖs a business advantage.?Ç¥ Virtual Try-Ons and AI-Powered PersonalizationMadnani also addressed the evolving role of AI in beauty retail. ?Ç£If a customer can virtually try on lipstick shades using AI, matched to her skin tone ?Çô that?ÇÖs personalization at its best. It reduces friction, drives conversions, and builds brand loyalty.?Ç¥ AI also aids visibility and placement of SKUs on Quick Commerce apps. ?Ç£In beauty, visibility drives sales. You don?ÇÖt buy a lipstick until you see the colour. Now, you can see it virtually, on your own face, before you even click ?ÇÿAdd to Cart?ÇÖ.?Ç¥ Live Shopping, Short Videos, and WhatsApp: The New Checkout LaneMadnani highlighted the emergence of live shopping formats, WhatsApp marketing, and shortform video content as key drivers of QCommerce success. ?Ç£The simplified checkout process, the storytelling through influencersit all builds towards a frictionless, satisfying experience,?Ç¥ he said. Conclusion: Speed Meets SoulIn his closing remarks, Madnani emphasized that Quick Commerce is more than a trend, it?ÇÖs a shift in consumer psychology. ?Ç£It?ÇÖs not just about speed. It?ÇÖs about fulfilling needs when they arise. About being visible, available, and relevant in real time.?Ç¥ His final words left an impression: ?Ç£The gratification that consumers get in 15 minutes is the loyalty that will last for years. And for brands who want to stay competitive, this is the moment to embrace it.?Ç¥ 

?Ç£AI will take away some jobs,?Ç¥ said Zakka Jacob, Managing Editor of CNN News18, in his characteristic no-nonsense manner while delivering a powerful keynote address on ?ÇÿUse of AI in the News Media: Will It Take Away Jobs??ÇÖ He was speaking at the 5th edition of IMAGEXX Summit and Awards 2025, being held in Delhi today. Rejecting hyperbole while delivering hard truths, Jacob urged the industry to brace for an imminent, revolutionary shift. A Disruption in Our LifetimeJacob began with a light-hearted anecdote: despite calculating a one hour 20?minute drive from Noida to the venue, slowed down by typical airport traffic, he had made it in just an hour. ?Ç£Maybe they were using AI to figure out traffic in Delhi. Maybe my driver was fiddling around with ChatGPT,?Ç¥ he quipped, drawing smiles and nods from the crowd. Bringing the tone of urgency, he cautioned: ?Ç£We are at a phenomenal crossroads. The change that is going to come with the advent of artificial intelligence is nothing short of perhaps the severest disruption that we have seen in the communication industry in the last 20, 30, 40 years.?Ç¥ Jacob drew parallels to the transformative impact of print going digital, the advent of 24/7 television, and the explosion of YouTube and Instagram. But AI, he insisted, is history?ÇÖs most consequential shift yet. ?Ç£And maybe I?ÇÖm hyping up AI. Maybe you?ÇÖre worried whether AI will take your job. And let?ÇÖs be honest about it?Ǫ Yes, AI will take some jobs, no doubt about it.?Ç¥ The AI Wave Is Real ?Çö And Already HereJacob emphasized AI?ÇÖs ripple beyond the media: ?Ç£It?ÇÖs going to change any and every industry where there are repetitive tasks, assembly line jobs, where there is collation of large amounts of data.?Ç¥ He reminded the audience how generative AI models are now reaching artificial general intelligence, offering surprising logic: ?Ç£These large language models are beginning to think and rationalize like human beings do. They are asking questions... giving answers in a logical sequential way.?Ç¥ He argued that the repercussions aren?ÇÖt limited to commerce alone. ?Ç£This is probably going to disrupt our lives. People are talking about having AI dating partners... AI as your shrink, your psychologist.?Ç¥ He pointed out how tech giants are racing to deliver AI companions: Comet from Perplexity, OpenAI?ÇÖs AI-driven browser, and Google?ÇÖs Gemini 2.5. Major platforms are already shifting their incentive structures to favour original content over ?Ç£AI?repurposed?Ç¥ work. ?Ç£The algorithm is disincentivizing that,?Ç¥ he noted.At the same time, he asserted that amid this landscape, ?Ç£the value of human intelligence is also going to be prioritized?Ç¥. ?Ç£Prompt engineering is going to be a big focus area going forward... like what data analysts were 10 years ago. They?ÇÖre going to be the new frontier,?Ç¥ he conjectured. Jobs on the Chopping Block ?Çö And Those That Will RisePausing to address the looming threat, Jacob warned: ?Ç£Yes, AI will take away some jobs, particularly if you?ÇÖre in repetitive jobs.?Ç¥ He cited examples: sound mixers ?Ç£whose only job is to move the fader up and down?Ç¥; video editors simply matching images to scripts; anchors reading teleprompters. ?Ç£That?ÇÖs not very hard for an AI clone to replicate.?Ç¥ But he drew a firm line: ?Ç£If you are somebody who adds value, or gives perspective to a story which only you can give, then AI can?ÇÖt replace that?Ǫ AI cannot take away the soul and feel and empathy.?Ç¥ Recounting why he entered journalism decades ago, he reminded attendees: ?Ç£Inherent curiosity?Ǫ about this unfair world. Inherent empathy?Ǫ machine learning can never get you empathy. It can never get you soul or feel.?Ç¥ Realities in Action: Documentaries & AI in the NewsroomJacob described two major projects made possible by AI: Operation SINDOOR: 88 Hours That Changed India With limited access to visuals, they used AI to recreate conversations in the Cabinet Committee on Security and Pakistani military discussions. ?Ç£We generated images?Ǫ labelled it as such. We said this is AI-generated.?Ç¥ It struck a chord: the documentary went on to be the highest?rated English news show that week. Air India 171 Crash CoverageUsing the DGCA?ÇÖs preliminary cockpit data, they recreated in-cockpit sequences via AI. ?Ç£From feedback I?ÇÖve got, people have received that well. We wouldn?ÇÖt have been able to do that otherwise.?Ç¥ He noted how traditional sketch artists?Çöwho once painstakingly recreated sensitive scenes?Çöare now being replaced. This, he said, is ?Ç£level 0.1?Ç¥ of what AI can achieve. Other applications include AI?generated visuals for the tragic Gurugram case, wherein a promising young tennis player was shot dead by her own father, and the use of tools like 11labs to replicate broadcast?quality voiceovers. ?Ç£Voice-over artists, will they be running out of a job in a few years from now??Ç¥ he asked rhetorically. The Human-Driven Future of AI-Powered WorkLooking ahead, Jacob named several emerging roles essential to an AI-augmented media industry: AI content editors who verify authenticity in real time; ethics and bias auditors who judge algorithmic output; data visualisers and AI video editors; and ?Ç£AI trainers?Ç¥?Çöprofessionals who teach large language models how to ask better, more nuanced questions. He cited a session by AI educator Vaibhav Sisinty, highlighting how even prompt engineering can become automated?Çöbut still needs human oversight. ?Ç£Human intelligence will not be replaced by AI,?Ç¥ Jacob stated emphatically, but to leverage AI fully, ?Ç£you need that little reservoir of knowledge?Ǫ only then can you leverage [AI] 5x, 10x, 20x.?Ç¥ This, he compared to securing a mortgage: you need both the asset and the capacity to repay. AI, he suggested, offers extraordinary leverage?Çöbut demands human maturity and skill. Final Message: Adapt or FadeDrawing from his own experience across decades of media evolution?Çöfrom print to digital?ÇöJacob closed with clarity and resoluteness. ?Ç£I lived through the COVID era when a lot of people stopped subscribing to newspapers?Ǫ it?ÇÖs got back to 80%... plus another clean slate 100x growth through online publishing.?Ç¥ But he reminded professionals that AI cannot replicate core human traits. ?Ç£Artificial intelligence cannot feel, it cannot empathize, it cannot bring soul.?Ç¥ And while AI can visualize, ?Ç£it cannot empathize.?Ç¥ To thrive, he urged, individuals and organizations must ?Ç£upskill, reskill, adapt?Ǫ treat AI like it?ÇÖs your intern, your secretary, your butler?Çötrain the language model to do your work better than you can do your work.?Ç¥ His closing lines carried the weight of both caution and opportunity: ?Ç£I asked ChatGPT for a closing quote. It said, ?ÇÿLet your headlines shape the world, but let your heart shape the headlines.?ÇÖ I said, no?Çöthat?ÇÖs not good enough. Then it said, ?ÇÿAI will not replace us, but those who use AI will replace us.?ÇÖ So, I leave it at that.?Ç¥ 

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 today?ÇÖs complex and fast-moving communication landscape, the role of corporate communicators continues to expand?Çöbridging leadership intent, stakeholder trust, and brand reputation. Vidya Mohan, Chief - Corporate Communications and Head of the Innovation Centres at KPMG in India, brings over two decades of experience navigating this evolving space. Her work reflects a thoughtful approach that blends strategy with empathy?Çöwhether it?ÇÖs aligning internal messaging during change, engaging with emerging technologies like generative AI, or strengthening reputation in a highly regulated industry. Mohan?ÇÖs perspective is shaped by real-world challenges, grounded leadership, and a clear understanding of what it takes to build credibility over time. In this PR Conversation with Adgully, Vidya Mohan shares her insights on the shifting expectations from communication leaders, her principles for navigating crisis and change, and why purpose and authenticity remain central to impactful storytelling. You?ÇÖve had a rich career across diverse communication roles. What personal values or leadership principles that have consistently guided you through these transitions? Empathy, integrity, and curiosity have been my compass. In communications, what you say matters?Çöbut how you make people feel matters more. My guiding principles have been authenticity and empathy because people connect with trustworthiness and consistency, not just polish. And I believe in staying curious?Çöthis is what keeps you evolving with the changing landscape. In a highly regulated and reputation-sensitive industry like professional services, what are the core pillars of a robust PR strategy that truly builds and protects brand trust? Clarity, credibility, consistency, and compliance. In our sector, the margin for error is narrow. Every piece of communication must be backed by facts, aligned with firm values, and tailored to stakeholder expectations. You don?ÇÖt just build reputation?Çöyou earn it over time, especially during challenging moments. How has KPMG India?ÇÖs communication approach evolved in recent years to meet rising expectations around transparency, ESG commitments, and purpose-driven narratives? Today?ÇÖs stakeholders expect more than messages?Çöthey expect meaning. Our communications are deeply interwoven with our ESG agenda and core values. Whether it?ÇÖs our innovation efforts in sustainability, or our people-first stories, our focus is on transformational storytelling and not transactional?Çöamplifying impact, not just activity. With over two decades in corporate communications, how do you approach crisis management today?Çöespecially in a world where reputational risks can escalate within minutes? Speed is critical, but so is substance. I believe in scenario planning and psychological readiness?Çönot just media responses. Our approach is proactive listening, quick cross-functional alignment, and a calm, human-centred response. Could you share a specific instance of a communications challenge or crisis you navigated?Çöand how it shaped your approach to proactive reputation management? One example was during a regulatory change that affected the broader industry. The external noise was high, and speculation rampant. We chose not to react impulsively. Instead, we took a moment to engage internally, align facts, and lead with a grounded response. That experience reinforced for me that silence is not weakness?Çöit?ÇÖs strategy when used with intent and timing. AI is transforming the media and communication landscape. How do you see generative AI tools impacting PR strategy, media monitoring, and stakeholder engagement? We?ÇÖre at the intersection of experimentation and caution. GenAI offers great promise?Çöfrom rapid content generation and translation to predictive media analysis. But it also demands a sharp human lens to ensure tone, context, and judgment. At KPMG, we?ÇÖre piloting tools in safe environments?Çöbalancing innovation with responsibility. What?ÇÖs your framework for aligning external and internal communications?Çöespecially during moments of change, crisis, or regulatory shifts? We mostly try to align leadership messaging, frontline understanding, and public articulation?Çöall anchored to our core values. Internal buy-in precedes external outreach. Communication doesn?ÇÖt start at the press release or press statement; it starts with listening to your people and listening to the unsaid. As a communications leader, how do you balance authenticity, discretion, and speed in high-pressure situations while preserving the integrity of your brand?ÇÖs voice? By trusting the process and knowing when to pause. In pressure situations, there?ÇÖs often a rush to ?Ç£say something.?Ç¥ But the real value is in ?Ç£saying the right thing.?Ç¥ Authenticity doesn?ÇÖt mean full disclosure?Çöit means honest, respectful engagement. We work closely with our risk and legal teams along with leadership to ensure our voice remains principled yet human. ???Finally, if you had to sum up the essence of great communication in one sentence, what would it be? Effective and Impactful communication doesn?ÇÖt just inform?Çöit transforms people?ÇÖs perception through trust, empathy, clarity and consistency.

Each year on July 16, World PR Day offers a moment of global reflection?Çöa chance to celebrate how public relations has evolved from a tactical publicity tool to a strategic cornerstone of trust, influence, and culture. But in 2025, the relevance of PR has never been more urgent?Çöor more contested.Across boardrooms and newsrooms, algorithms and activist movements, the world is battling a trust deficit. From climate misinformation to corporate greenwashing, from AI-generated deepfakes to political polarization?Çöaudiences are skeptical, institutions are under scrutiny, and reputation is no longer a given. In this volatile climate, PR is no longer about ?Ç£good press?Ç¥?Çöit?ÇÖs about building truthful, transparent, and timeless relationships.As PR thought leader Justin Green, Global President of the International Public Relations Association (IPRA), aptly noted last year: ?Ç£Public relations is the ethical heartbeat of communication. It has the power to shape truth, counter disinformation, and elevate public dialogue.?Ç¥From Diana Fernandes?ÇÖ view of PR as the ?Ç£conscience-keeper?Ç¥ of organizations, to Upasna Dash?ÇÖs call to move from ?Ç£vanity to value?Ç¥, this year?ÇÖs reflections underscore how PR has outgrown the shadow of marketing to become a moral, strategic, and social force.On the occasion of World PR Day 2025, Adgully spoke to eight forward-thinking industry founders who are shaping the future of communications in India. Their voices echo a shared belief: that in a world where anyone can broadcast, credibility is the only currency that matters.As technology amplifies noise and the public grows weary of spin, these leaders are doubling down on meaning, trust, and truth. Whether navigating AI integration, cultural shifts, or crisis narratives, their work proves one thing:PR isn?ÇÖt about managing stories. It?ÇÖs about stewarding trust. ?Ç£We are no longer decorators of narratives. We are custodians of credibility?Ç¥ ?Çô Diana Fernandes, Founder & Group CEO, Bloomingdale Public Relations<img src='https://erp.adgully.me/artical_image\64b889ceefb978a8198c093300b0694e.jpeg' class='content_image'>For Diana Fernandes, World PR Day is more than a calendar milestone?Çöit?ÇÖs a conscious pause to reflect on whether PR professionals are genuinely making a difference or simply dressing up perception.?Ç£World PR Day is not just a day of celebration?Çöit?ÇÖs a day of reckoning. Are we doing the hard, often uncomfortable work of building trust, or are we still caught in cosmetic storytelling? In a world where people question everything?Çömedia, institutions, corporations?Çöour job is no longer to ?Çÿspin?ÇÖ stories, but to unearth what?ÇÖs real and meaningful. I believe PR is now the conscience-keeper of organizations. We belong at the table not just when things go wrong, but when purpose is being defined, when societal impact is being measured.?Ç¥On the role of AI, Diana sees it not as a disruptor but a clarity-enabler: ?Ç£We embrace AI as a filter?Çöit handles the noise, so we can focus on the nuance. At Bloomingdale, AI supports efficiency: real-time monitoring, data parsing, first drafts. But it is empathy and human insight that carry the message across the line. Machines can draft, but only humans can understand pain, hope, irony, and aspiration. Especially in crisis or cultural moments, communication needs a soul. And AI doesn?ÇÖt have one.?Ç¥ ?Ç£PR is no longer about visibility. It?ÇÖs about credibility in a world of collapsing trust?Ç¥ ?Çô Aman Dhall, Founder, CommsCredible<img src='https://erp.adgully.me/artical_image\2bd5e9a5145e7bcf6c91f22b3f4c9638.jpeg' class='content_image'>Aman Dhall offers a sharp reminder that communications today must serve deeper goals than headlines or impressions. ?Ç£World PR Day is a timely moment to reflect on the responsibilities we hold. Strategic communications must help institutions articulate not just what they sell?Çöbut what they stand for. We?ÇÖve worked with clients in sectors like housing finance and public policy, where the challenge isn?ÇÖt media coverage?Çöit?ÇÖs navigating mistrust, exclusion, and fear. That?ÇÖs where PR must act as a societal interpreter, not just a brand megaphone.?Ç¥He?ÇÖs clear about AI?ÇÖs role: ?Ç£We treat AI as a collaborator. It scales the ?Çÿwhat,?ÇÖ but the ?Çÿwhy?ÇÖ still belongs to us. In one campaign for a heritage fragrance brand, we used AI to identify scent-language trends globally. But the breakthrough came from a perfumer who told us, ?ÇÿScent is memory.?ÇÖ That insight couldn?ÇÖt have come from data. It came from empathy. That?ÇÖs the gap only humans can fill.?Ç¥For Aman, the future of PR lies in ?Ç£narrative design?Ç¥?Çöarchitecting trust across moments, mediums, and stakeholders. ?Ç£In a world of scrutiny, clever communication won?ÇÖt cut it. Clarity will?Ç¥ ?Çô Akshaara Lalwani, Founder, Communicate India<img src='https://erp.adgully.me/artical_image\8ddb3a75ce3d99a9651933966863ffed.jpeg' class='content_image'>Having shaped communications for over 15 years, Akshaara Lalwani sees World PR Day as a chance to return to the basics: integrity, empathy, and meaningful engagement. ?Ç£The world around us has changed?Çöinstitutions are under scrutiny, misinformation spreads faster than facts, and the audience is alert, vocal, and unforgiving. In this climate, our job isn?ÇÖt to sugarcoat?Çöit?ÇÖs to simplify, anchor, and humanize. PR has become the space where brand action is held accountable to public expectation.?Ç¥She adds: ?Ç£We?ÇÖre no longer the ?Çÿexecution team?ÇÖ waiting for a brief. We?ÇÖre strategic partners guiding leadership and culture. When a brand faces a crisis?Çöor an opportunity?Çöwe?ÇÖre the voice asking: Is this aligned with who we say we are??Ç¥On redefining PR within the marketing mix: ?Ç£Today?ÇÖs audiences don?ÇÖt separate a press article from an Instagram post or a podcast interview. What matters is consistency and coherence. Our job is to help brands show up?Çönot just loudly, but authentically. Whether it?ÇÖs building movements or diffusing tensions, we help brands stay grounded in their values.?Ç¥?Ç£Trust is the lifeblood of society. And PR is its circulatory system?Ç¥ ?Çô Rishi Seth, Founder & CEO, Evoc<img src='https://erp.adgully.me/artical_image\a01a7cb4c2bb7a6a49f503676dcc26e3.jpeg' class='content_image'>For Rishi Seth, World PR Day is a celebration?Çöbut also a stark reminder of the gravity of their role. ?Ç£We live in a time where foundational trust is eroding?Çöin media, government, even science. Yet societies cannot function without trust. That makes our job as PR professionals far more complex?Çöand far more essential. We must now identify where trust lives, how it shifts, and how to help clients earn it, not just claim it.?Ç¥Seth is pragmatic about AI: ?Ç£It?ÇÖs already helping with efficiencies?Çöcontent creation, monitoring, sentiment analysis. But persuasion, influence, and coalition-building are deeply human acts. AI might catch up to average performance soon, but elite storytelling, emotional foresight, and intuitive judgment remain human territories. That?ÇÖs where the real future of PR lies.?Ç¥ ?Ç£PR is no longer behind the scenes. It?ÇÖs at the helm of shaping culture and commerce?Ç¥ ?Çô Sonalika Pawar, Founder, Bold and Beyond<img src='https://erp.adgully.me/artical_image\2079cdb484ed659afb4f14d8e089d012.jpeg' class='content_image'>For Sonalika Pawar, PR today is inseparable from social consciousness and brand authenticity.?Ç£World PR Day is a chance to celebrate a function that has quietly powered some of the most meaningful shifts in how people view brands, institutions, and themselves. From equity and sustainability to creator culture and digital communities, PR is no longer support?Çöit?ÇÖs strategy.?Ç¥She?ÇÖs passionate about correcting a long-standing myth:?Ç£People still think PR is media coverage. But the real work happens before the headline?Çöin crafting ideas, shaping values, and building lasting relationships. The best campaigns don?ÇÖt chase clippings. They build conversations that evolve and endure.?Ç¥ ?Ç£Trust isn?ÇÖt given. It?ÇÖs earned?Çöover time, across channels, and under scrutiny?Ç¥ ?Çô Komal Lath, Founder, Tute Consult<img src='https://erp.adgully.me/artical_image\4f0a9f81f65ef1065efbda09f36c8c6f.jpeg' class='content_image'>Komal Lath underscores the expanding scope of public relations in 2025, especially in an age of AI-generated news and fragmented platforms.?Ç£PR has moved beyond managing reputations to actively building them. In today?ÇÖs digital ecosystem, everything is real-time. People expect brands to engage meaningfully, respond quickly, and stay accountable. That?ÇÖs no longer a media function?Çöit?ÇÖs a cultural responsibility.?Ç¥On myths about PR, Lath says: ?Ç£The idea that PR is just about press releases is outdated. PR today spans owned, earned, paid, and experiential spaces. It?ÇÖs about being seen, but more importantly?Çöbeing trusted. And that takes strategy, consistency, and care.?Ç¥ ?Ç£We?ÇÖre moving from vanity to value. From optics to outcomes?Ç¥ ?Çô Upasna Dash, Founder & CEO, Jajabor Brand Consultancy<img src='https://erp.adgully.me/artical_image\00255928db7c7a4e030697a5c8dad8b4.jpeg' class='content_image'>Upasna Dash believes World PR Day 2025 represents a new era?Çöone where communications is no longer a bolt-on function, but a foundational pillar of modern business. ?Ç£PR is shaping not just brand perception but policy discussions, investor sentiment, and public accountability. That?ÇÖs why communications teams now sit at decision-making tables. We?ÇÖre helping organizations navigate complexity with clarity, credibility, and compassion.?Ç¥And yet, she notes, the old myths persist: ?Ç£People still reduce PR to ?Çÿgetting your name out there.?ÇÖ But true PR is about consistent, values-driven storytelling. It?ÇÖs about how a company shows up when it matters most?Çöduring a crisis, a launch, or a moral choice. The power of that work is compounding, not cosmetic.?Ç¥ ?Ç£PR isn?ÇÖt a shortcut to attention?Çöit?ÇÖs a long-term investment in meaning?Ç¥ ?Çô Ritika Garg, Founder & CEO, Avance PR<img src='https://erp.adgully.me/artical_image\6535617b61d73c94d78ef3b6e8e855e5.jpeg' class='content_image'>After five years leading Avance PR, Ritika Garg sees this World PR Day as a milestone in the maturing of India?ÇÖs communications industry.?Ç£We need to move beyond superficial metrics. Sure, logos in pitch decks look great?Çöbut the real value of PR is in building narrative equity. It?ÇÖs about giving voice to ideas, to underrepresented communities, to authentic brand purpose. And that takes intention, not just execution.?Ç¥On the most persistent myth, she says: ?Ç£That PR is all about being seen. The truth is, what?ÇÖs seen doesn?ÇÖt always stick?Çöwhat connects, does. Our job is to build credibility, not hype. That means digging deeper, listening harder, and staying relentlessly human.?Ç¥ From Storytelling to StewardshipThe voices of these eight leaders point to a profound truth: PR is no longer about shaping the story alone?Çöit?ÇÖs about shaping systems of trust.As World PR Day 2025 reminds us, public relations has emerged as one of the most future-facing disciplines in business, combining the rigor of data, the power of empathy, and the responsibility of conscience.In a world increasingly driven by technology but yearning for authenticity, PR is not only relevant?Çöit?ÇÖs irreplaceable. 

Authored By: Monisha Mudaliar, Founder, Monz MediaHave you ever watched a PR professional in action?Look for them at any major conference. You?ÇÖll spot them someone from an engineering background, seamlessly navigating a high-fashion jewellery launch. Or someone with an arts degree blending in perfectly at a BFSI event. They?ÇÖll be chatting effortlessly with CEOs, asking pointed questions about repo rates and RBI announcements. And you?ÇÖd never guess they only heard that panel discussion ten minutes ago.That?ÇÖs the magic of a great PR professional is that they adapt, immerse, and communicate with a level of fluency that belies how recently they entered the room.What you?ÇÖre seeing is confidence, agility, and presence. What you?ÇÖre not seeing is the intense prep that made that possible.Because PR is so often misunderstood especially in the age of social media, where visibility is assumed to equal value. While marketing may get the likes, PR earns the long-term credibility.And yet, most people only see the tip of the iceberg: the article in their favourite magazine, the founder quote in a leading business paper, the podcast episode featuring a brand they just discovered. It?ÇÖs polished. Seamless. Effortless. But that polish takes time.Behind a single media placement are weeks of behind-the-scenes work. Building the right media list. Tailoring each pitch to suit a specific journalist?ÇÖs beat and tone. Keeping track of multiple editorial calendars. Listening to what industry leaders are saying ?Çö and spotting the story a brand can authentically contribute to.All of this while managing clients across industries. A single PR professional could be crafting narratives for real estate, food & beverage, fintech, and sustainability all in the same week. They need to be tuned into policy updates, budget announcements, consumer behaviour, and what?ÇÖs trending across sectors, all at once.And yet, when you meet them at a networking event, they?ÇÖre effortlessly breaking the ice, opening conversations, and making people feel seen and heard, even when they?ÇÖve had a 14-hour day that started with a 7 a.m. media round-up.The truth is, PR does look glamorous ?Çö and in many ways, it is. It opens doors. It builds relationships. It places you in the right rooms and gets your story told by the right voices. But none of that happens without groundwork.Because PR is not just about who you know  it?ÇÖs about knowing when to reach out, what to say, and just as importantly, what not to say. It?ÇÖs research. It?ÇÖs strategy. It?ÇÖs timing. It?ÇÖs trust.So this World PR Day, let?ÇÖs move beyond the surface. Let?ÇÖs celebrate the people who make brands credible, not just visible. The ones who listen more than they speak. Who know that a single placement can take weeks of patient pursuit? And who do it all while making it look easy.PR isn?ÇÖt just a function. It?ÇÖs a force.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

In conversation with The PR Post, Rachna Baruah, Founder & CEO of Madchatter Brand Solutions, delves into the agency?ÇÖs strategic affiliation with the Worldcom Public Relations Group. She shares how this global partnership marks a pivotal step in Madchatter?ÇÖs journey, enhancing its ability to deliver globally resonant yet locally grounded communication strategies. From cross-border campaign execution to peer-driven learning and sector-specific growth ambitions, Baruah outlines how the alliance elevates Madchatter?ÇÖs offerings while reflecting a larger shift in how Indian agencies are shaping the global PR narrative.What motivated Madchatter to join Worldcom, and what benefits do you expect for your agency and clients in India?Joining the Worldcom Public Relations Group was a strategic step in line with how we see the future of communications evolving. As brands become more global, their narratives must be locally rooted and globally resonant. For Madchatter, this partnership gives us seamless access to world-class expertise across industries ?Çö from tourism to investor relations ?Çö without adding overheads or compromising agility. We can now tap into a global network of specialists who?ÇÖve shaped strategies for some of the world?ÇÖs most respected brands over the past three decades. This not only sharpens our offerings but also ensures our clients in India receive globally benchmarked thinking with local relevance. Worldcom isn?ÇÖt just a network ?Çö it?ÇÖs a knowledge advantage that helps us scale impact, not just output.How will this collaboration impact the kinds of clients or projects Madchatter can take on especially those with international goals?Over the past few years, we?ÇÖve seen a steady rise in India-to-global companies looking for partners who understand both Indian complexity and global communication standards. This partnership helps address that need more holistically. Whether a client wants to break into the US, UK, or Southeast Asia, we now have the infrastructure to co-create campaigns, access on-ground insights, and deliver with the same contextual sensitivity we apply in India. With a presence across 40+ countries and a collaborative network of over 2,000 professionals, Madchatter is now equipped to support international mandates with the same agility we bring to domestic ones. The fact that this is a $350 million global network gives our clients a layer of confidence ?Çö they?ÇÖre gaining access to a distributed team that understands how business, culture, and communication intersect. It also allows us to step into larger, more complex projects that require cross-border execution while keeping consistency in messaging and approach.How does this partnership set Madchatter apart in the evolving Indian communications scene?As Indian brands become more globally ambitious, there?ÇÖs a growing need for campaigns relevant in multiple geographies while staying grounded in local insight. That?ÇÖs where we believe our differentiation lies ?Çö and this partnership strengthens it. We?ÇÖre not just accessing global trends; we?ÇÖre collaborating in real time with partners worldwide. For instance, we recently got a campaign live in Zanzibar and Tanzania in under four days through our extended network. We also supported a NYSE-listed company during a crisis in India, navigating local sensitivities while aligning with their global communications framework. These aren?ÇÖt just one-offs ?Çö they represent how we now operate: as part of a trusted, borderless communications team. In an industry where speed, context, and credibility matter more than ever, this partnership allows us to offer agile, insight-led strategies that can scale globally, not by imitation, but through lived experience and collaboration.Beyond clients what does this partnership mean for the Madchatter team in terms of learning and growth?The most exciting aspect of this partnership is opening up our team to global learning and exchange. It?ÇÖs not about formal training modules or one-off workshops. It?ÇÖs about actively conversing with communicators worldwide ?Çö solving challenges, sharing learnings, and understanding how different markets approach reputation, narrative, and strategy. This exposure shapes our team?ÇÖs thinking and raises the quality of work we can deliver across all levels, not just at the top. For junior and mid-level professionals, especially, it offers a rare opportunity to learn from experienced practitioners without having to leave their context behind. It also sharpens our ability to think beyond geography ?Çö to see communication as a discipline shaped by culture, policy, and business cycles in different markets. This kind of real-time, peer-based learning is invaluable for a firm like ours, where agility and learning are core values.Looking forward what are Madchatter?ÇÖs growth goals and how important is this Worldcom partnership in reaching them?Looking ahead, Madchatter?ÇÖs growth ambitions are rooted in building a truly agile communications firm that blends deep sector expertise with the ability to deliver across geographies. Since day one, we?ÇÖve attracted global organizations because of our team?ÇÖs proven experience managing cross-cultural and cross-functional projects, especially in deeptech, fintech, B2B, and enterprise communications. Our unique approach ?Çö global thinking, local execution ?Çö has not only helped us win trust but also created strong client stickiness, with many choosing us over larger, more established agencies and staying for the impact we drive.With the Worldcom partnership, our reach and agility multiply. It allows us to serve both global brands entering India and Indian brands expanding abroad with a network that is both vast and deeply collaborative. We are focused on scaling our presence in high-growth sectors like fintech, healthtech, and purpose-driven brands, while doubling down on creating business bottom-line-led campaigns that open strategic doors for our clients. Our growth roadmap also includes building a personal brand communications vertical and investing in new media products to stay ahead of industry shifts. Ultimately, Worldcom is central to this vision, giving us the global muscle and visibility to lead from the front while never losing our local edge.As a founder what message do you want to send to the Indian communications industry about this affiliation and what it means for PR?ÇÖs future here?This partnership is not about Madchatter alone ?Çö it?ÇÖs about what?ÇÖs now possible for independent Indian agencies in a globalised communication environment. For a long time, Indian firms were seen as service extensions, not strategic drivers. That?ÇÖs changing. Today, we see Indian communicators shaping not just campaigns but conversations that matter across markets. Our affiliation with Worldcom shows that you don?ÇÖt need to be a global branch office to lead globally. You can be rooted here and still operate at international standards, with sharp, culturally attuned, and business-first ideas. The future of PR isn?ÇÖt just about reach or visibility. It?ÇÖs about partnerships, insight, and the ability to influence outcomes in a connected, volatile world. My message to peers and emerging firms: the time to scale your thinking is now. Build work that is export-worthy. Build teams that can think across borders. And build a practice that puts business outcomes at the heart of communication.

Lorraine Martin, a long-standing and esteemed member of the Ogilvy family, has retired after an incredible journey spanning over 27 years. Having joined the organization on March 3rd, 1997, Lorraine has been a key pillar in leading PR and corporate activities. Known for her class, professionalism, and unwavering dedication, she consistently embodied the Ogilvy spirit and served as a true ambassador for the brand.Throughout her tenure, Lorraine made a significant impact ?Çö from running a successful PR business to achieving major milestones in corporate communications. She was not only a respected colleague but also a cherished friend and a source of inspiration to many.Ogilvy has expressed immense gratitude in an internal mail for her contributions and the positive influence she had on the team and culture. As she embarks on her next chapter, Lorraine leaves behind a lasting legacy and will always be remembered as a valued member of the Ogilvy family.

As the MENA region rapidly transforms into a global hub for innovation, commerce, and strategic communication, Indian PR powerhouse Media Mantra Group is making a timely and ambitious move. Recently, the agency has opened its first international office in Dubai?Çömarking its formal entry into the Middle East and North Africa market.Over the past decade, Media Mantra has emerged as one of India?ÇÖs fastest-growing independent PR and integrated communications firms?Çönow ranked among the top 10 globally in terms of growth. In this exclusive interview, Udit Pathak, Founder Director, Media Mantra Group, shares the vision behind the expansion, how Media Mantra is adapting its India-honed expertise for the MENA landscape, and what it means to bridge two culturally vibrant markets with tailored communication solutions that resonate locally and globally.What motivated Media Mantra to expand into the MENA region?Media Mantra Group?ÇÖs expansion into the MENA region was a natural next step in our growth story. Over the years, we?ÇÖve worked with businesses that aim to establish a global footprint, and the Middle East has consistently emerged as a key market in that journey. With Dubai being a melting pot of international trade and media, it was the perfect launchpad for our first global office.Our presence in the region allows us to deliver locally resonant yet globally impactful campaigns. We bring deep regional understanding, strong media relationships, and innovative communication strategies tailored to the dynamic MENA market. Our digital-first, results-driven approach ensures that businesses?Çöwhether home-grown brands or international entrants?Çöreceive strategic communications support that drives visibility, credibility, and growth.What key opportunities do you foresee in the MENA region?ÇÖs PR and communications landscape, and which sectors?Çösuch as Government, IT, Retail, Real Estate, and E-Commerce?Çöhold the most potential for growth?The MENA region is evolving into a communication powerhouse. Governments are actively rebranding their economies, tech start-ups are disrupting industries, and e-commerce is growing at an exponential pace. PR and strategic communication have moved from being an afterthought to playing a pivotal role in shaping reputations and influencing market perception.Government-backed initiatives, like Saudi Arabia?ÇÖs Vision 2030 and Dubai?ÇÖs push to become a global tech hub, are creating massive opportunities. The real estate sector is booming, with luxury developments needing strong positioning, while e-commerce players are fighting for consumer mindshare in an increasingly digital-first landscape.I see these evolving opportunities as a chance to introduce fresh storytelling techniques and reputation management strategies that align with the region?ÇÖs fast-changing landscape. Our services, from public relations to digital marketing, are designed to support brands in these high-growth industries by amplifying their reach and credibility.How do you perceive the Middle East as a gateway for Indian brands looking to expand globally, and how is Media Mantra positioned to facilitate this expansion?The Middle East acts as a perfect bridge between India and the world. With its investor-friendly policies, strong trade relations with India, and position as a global business hub, it offers Indian brands an ideal testbed before scaling to Europe or the US.We?ÇÖve worked with Indian brands that have successfully expanded into new markets, and a key learning is that communication strategy must evolve with the geography. What works in India?Çöwhere mass outreach is key?Çömight need a more precision-driven, high-trust approach in the Middle East.For example, an Indian direct-to-consumer (D2C) brand entering the UAE needs to not only attract customers but also gain credibility in a space dominated by global competitors. This is where Media Mantra Group?ÇÖs expertise in localised PR, digital reputation management, and influencer collaborations becomes crucial. We don?ÇÖt just help brands enter the market; we ensure they make a lasting impact.What are the major similarities and differences between the Indian and MENA markets in terms of PR strategies, consumer behaviour, and media engagement?While both India and the MENA region are dynamic markets, their approach to communication varies significantly. India?ÇÖs scale demands high-volume media outreach across multiple languages and regions, whereas the MENA market values precision, credibility, and regulatory compliance.For example, influencer marketing has taken off in both regions, but in India, it leans toward mass engagement, while in MENA, micro-influencers with high trust levels among niche communities drive brand impact. Similarly, while Indian media thrives on breaking news and large-scale campaigns, the Middle East market values long-term relationship-building and reputation management.We, at Media Mantra Group, adapt our strategies accordingly. Whether it?ÇÖs shaping corporate narratives, handling crisis communications, or driving brand engagement, we ensure our approach is both culturally relevant and results-driven.How does the regulatory landscape for PR and marketing in the UAE differ from India, and what steps are you taking to adapt to these changes?The UAE has a well-defined regulatory framework for PR and marketing, with strict guidelines around advertising, media communications, and brand messaging. Content approvals, government regulations, and cultural sensitivities play a significant role in shaping communication strategies. Unlike India, where media engagement operates in a relatively open environment, the UAE requires brands to be mindful of content compliance, especially when it comes to advertising laws and public relations campaigns.At Media Mantra Group, we?ÇÖve built a structured compliance approach, working with regional experts to ensure our campaigns align with legal and cultural expectations. We have strengthened our ability to navigate these regulations seamlessly while maintaining the creativity and strategic impact that define our work.How is Media Mantra leveraging its decade-long experience in India to meet the specific needs of clients in the MENA region?With over a decade of experience in India?ÇÖs fast-moving PR and digital space, Media Mantra Group has mastered the art of agile communications. This adaptability is exactly what we bring to the MENA region, where businesses are scaling rapidly and need communication partners who can keep pace.Our integrated approach?Çöwhere PR, crisis management, brand storytelling, and digital marketing work in sync?Çöhas helped brands stand out in cluttered markets. Whether it's launching a new tech brand or positioning a luxury hospitality player, our strategies are built to drive visibility and credibility.A great example is how Media Mantra has worked with startups in India, helping them go from unknown entities to market leaders through a mix of strategic storytelling and high-impact media placements. We?ÇÖre now applying the same expertise in MENA, ensuring that brands?Çöwhether local or international?Çöcan cut through the noise effectively.What strategies are in place to ensure that your services are culturally and regionally relevant for brands in the Middle East?Cultural relevance is key to successful communication, especially in a region as diverse as the Middle East. At Media Mantra Group, we take a research-driven approach to understanding local audience preferences, media consumption habits, and regulatory frameworks.Our on-ground presence in Dubai allows us to craft campaigns that align with regional sensitivities. We also ensure that our content and messaging are available in both English and Arabic, making them accessible to a wider audience. Moreover, our team actively engages with local media houses, influencers, and key stakeholders to ensure that the brands we represent are positioned authentically and effectively within the market.How do you envision Media Mantra?ÇÖs role in shaping brand narratives in the MENA region, and what impact do you aim to create for clients there?Our role extends beyond PR; we aim to be trusted advisors who shape narratives that drive real business outcomes. Whether it?ÇÖs establishing thought leadership, managing crisis communications, or helping brands differentiate themselves, our focus is on delivering measurable impact.With a mix of traditional PR, digital campaigns, and crisis management solutions, we create customised strategies that drive visibility and business impact. Our focus is on delivering communications that are not only creative but also data-driven and aligned with business objectives.By bringing our expertise to the MENA region, we aim to elevate brand narratives and create long-term value for our clients.What are some key milestones you aim to achieve with Media Mantra Consulting MENA in the next five years?In the next five years, envision Media Mantra MENA as a top-tier PR and communications partner for brands across the region. Our focus will be on: ?Çó Expanding into key sectors like technology, e-commerce, and government communications.?Çó Strengthening our media network and industry partnerships.?Çó Launching innovative digital PR solutions tailored for the MENA market.?Çó Becoming the go-to agency for brands looking to scale internationally.Our expansion into the Middle East is just the beginning, and we are committed to making a lasting impact.

In a region as dynamic and culturally nuanced as the Middle East and North Africa, crafting meaningful client experiences demands more than just digital transformation?Çöit requires a thoughtful integration of technology with human understanding. At the forefront of this evolution is Zeeshan Masud, Director of Client Experience at Weber Shandwick MENAT. With a career rooted in relationship-building, sharpened by a forward-thinking embrace of AI, Zeeshan brings a unique lens to the shifting role of public relations in the digital age.In this conversation, Zeeshan reflects on the pivotal moments that shaped his approach to client engagement, particularly during the pandemic-driven digital pivot. He shares how Weber Shandwick is leveraging AI tools?Çönot as replacements for human intelligence, but as accelerators that empower teams to be more insightful, agile, and culturally attuned. From mapping reputation risks in real-time to tailoring communications for the diverse audiences of the GCC, Zeeshan offers a grounded perspective on navigating complexity with clarity.Join us as we explore how he balances the efficiency of data with the empathy of human intuition, ensuring that every client interaction remains meaningful, relevant, and future-ready.Reflecting on your career, what pivotal moments have shaped your approach to integrating technology in client experience management?Early in my career, the focus was heavily on face-to-face interactions and personal relationship building. But over time, I saw how technology could enhance, not replace, those relationships. A key moment was during the pandemic when digital platforms became lifelines for client engagement. That period taught me that the right technology can make interactions more meaningful by freeing up time to focus on what really matters: understanding client needs and delivering real value.In your role at Weber Shandwick MENAT, how do you balance the integration of AI tools with maintaining the human touch in client communications?We view AI as an enhancer, not a replacement. Our skills, capabilities, and experience remain at the core of everything we do. AI simply helps us enhance our output and accelerate the initial stages of our work. However, when it comes to building trust or navigating sensitive cultural conversations, nothing replaces human intuition. AI handles repetitive tasks and supports insight generation, but every final message is shaped through a human lens to ensure empathy, cultural relevance, and lasting impact. At Weber Shandwick, we also receive specialized training on advanced tools that help us identify market trends and contextualize insights for our client strategies and output, ensuring our recommendations are data-driven, human-enhanced, efficient and impactful.Can you share a specific instance where AI-enhanced insights significantly improved client outcomes or campaign effectiveness?In strategy development, AI plays a valuable role in enhancing our ability to identify trends and insights quickly. We use a range of specialized tools that efficiently filter and process large volumes of information, helping us spot emerging patterns early. However, we always apply human expertise to validate these insights, as AI-generated data isn?ÇÖt always 100% accurate or contextually nuanced.AI also helps us map conversations and track narrative shifts over time. This is particularly useful in understanding how reputation risks and key issues are evolving, allowing us to proactively guide clients on where potential challenges may emerge and how to address them effectively. While AI accelerates the data-gathering process, our human perspective ensures that final strategies remain thoughtful, culturally sensitive, and aligned with long-term brand objectives.With the rapid digital transformation in the GCC, how do you tailor client experiences to meet diverse cultural expectations across the region?The GCC is incredibly diverse, and one size doesn?ÇÖt fit all. While AI tools help us segment audiences and personalize content, we always consult local teams who understand the cultural nuances. A message that works in the UAE might not resonate the same way in Saudi Arabia or Kuwait. The key is blending data-driven insights with local expertise to craft communication that feels personal and culturally appropriate.You?ÇÖve mentioned that AI is transforming PR practices in the Middle East. What are some challenges you?ÇÖve faced in implementing AI-driven strategies, and how have you addressed them?One major challenge is that AI doesn?ÇÖt always grasp the emotional and cultural subtleties that are vital in this region. Misinterpretations can lead to poorly timed or inappropriate messaging. We address this by using AI for data gathering and preliminary analysis but relying on human judgment for final decision-making.What measures do you take to ensure that AI-generated content aligns with the nuanced cultural and emotional contexts of the Middle Eastern audience?We never publish AI-generated content without human review. For example, Arabic translations often need careful refinement to capture the right tone and emotion. Cultural sensitivity is essential. One misstep can undo years of relationship-building. At Weber Shandwick we have local language experts involved in every campaign to make sure our messages are respectful, relevant, and resonate with local values.How do you see the role of PR evolving in the Middle East as governments and businesses increasingly adopt AI and digital technologies?PR has evolved beyond its traditional storytelling role to become a driver of strategic business solutions, leveraging both technological data and human insights. As AI and digital technologies take on more routine and analytical tasks, PR professionals are focusing their expertise on creativity, reputation management, and fostering long-term trust. The real leaders in this space will be those who can interpret data intelligently while applying deep cultural and human understanding, helping brands navigate an increasingly complex digital landscape without compromising authenticity.How do you stay informed and ahead in the rapidly evolving fields of AI and digital communications?Whether it?ÇÖs through industry reports, global conferences, or simply exchanging ideas with colleagues across markets, I make it a point to stay close to what?ÇÖs new and what?ÇÖs next. But more importantly, I try to understand how these changes impact real people and businesses. Because at the end of the day, technology is only valuable if it helps us connect better and deliver greater value to those we serve.

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. 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 this interaction with Adgully, Nandini Chatterjee, Chief ?Çô Corporate Brand and Communications, Shree Cement, reflects on her rich career spanning over three decades across consulting, chemicals, infrastructure, and now cement. She shares what drew her to communications, how her journey has evolved across sectors, and what motivated her to move from a 21-year tenure at PwC to a leadership role at Shree Cement. Chatterjee also discusses the challenges of managing corporate reputation in today?ÇÖs fragile landscape, her philosophy on building long-term brand trust in the B2B space, and the common pitfalls leaders face when communicating with authenticity. You?ÇÖve had a rich and diverse career spanning over three decades across consulting, chemicals, infrastructure, and now cement. What drew you to the world of communications, and how has your journey evolved across these sectors? My journey began many years ago as a management trainee at a company launching televisions?Çömy first brush with product management. Fresh out of B-school, I came in armed with all the theory, but soon realised how much more there was to learn on the ground. What I lacked in experience, I made up for with eagerness and sincerity. I was curious, open to learning and always willing to go beyond the job description?Çöwhether it was taking on a new task, working with cross-functional teams, or simply experimenting to see what worked. I didn?ÇÖt consciously set out to build a career in communications. While I started in marketing roles, over time?Çöand partly because I needed to balance a demanding job with raising two young children?ÇöI began to take on responsibilities in brand and reputation management, internal communication and media relations. And somewhere along the way, I surprised myself. I?ÇÖd never thought of myself as an extrovert, yet I found myself enjoying relationship-building?Çöboth internally and externally. I think my instinct for logical thinking helped me navigate and learn on the job. What drew me further into communications, and kept me there, was the opportunity to understand corporate strategy, deepen my skills in storytelling, and explore what drives people?Çöand how to craft narratives that resonate and win hearts. Communication is one of those functions that sits at the heart of business?Çöshaping how an organisation is perceived, building internal alignment, supporting leaders through change and ensuring that the company?ÇÖs voice remains authentic and purposeful. Plus what with crisis handling, there was never a dull moment! What started as a functional shift eventually became a purposeful journey. Communications gave me the chance to connect business priorities with human insight?Çöand to help shape not just what organisations say, but how they make people feel. That, for me, is what made the journey so fulfilling. After 21 impactful years at PwC, what inspired you to take up an assignment with Shree Cement? How different has the transition been?Çöfrom a consulting giant to a manufacturing-led organization? The fundamentals of communication remain consistent, regardless of the industry?Çöwhether it?ÇÖs consulting, chemicals, infrastructure or now cement. Of course, each sector comes with its own nuances, and every transition has required me to invest time in understanding the business and its context. But I?ÇÖve found that if one is honest about what one knows, open to asking for help, humble while learning, and grateful for the time and insights that colleagues share along the way, the transition becomes smoother. At times, the learning curve can feel steep. I remember feeling quite overwhelmed when I first joined PwC?Çöwith its wide range of competencies spanning Audit, Tax, Consulting, and multiple sector specializations. As a one-person team initially tasked with supporting the entire firm, I had to find ways to scale, prioritise, and deliver. Over time, I built a strong team of over 50 people, identified the evolving communication needs of the firm, and worked to shape our capabilities accordingly. That mindset of continuous learning, listening closely and building collaboratively stayed with me throughout my time there. What made my journey meaningful?Çöand helped me contribute effectively?Çöwas the presence of generous mentors, supportive leaders and enthusiastic team members. At PwC, I had the privilege of working closely with exceptional leaders like Deepak Kapoor, whose clarity of thought, humility and integrity left a lasting impression on me. Though I retired as Chief Marketing and Communications Officer in December 2023, the values and lessons from those years will continue to guide me. How do you approach communications strategy at Shree Cement today, especially in a sector that's traditionally been less brand-led compared to consumer-facing industries? Contrary to perception, brand building in the cement industry has gained significant momentum in recent years. Reputation, trust and differentiation matter?Çöand communications plays a central role in shaping that. My approach to communication strategy, whether in cement or any other sector, begins with understanding the internal and external ecosystem?Çöwhat the business needs, what the market expects, and what resources are available. From there, I focus on developing a long-term strategy that aligns with the company?ÇÖs purpose and growth aspirations, while setting clear, achievable milestones in the short term. The key is to stay relevant, consistent and authentic in how we engage with all our stakeholders. Corporate reputation has become more fragile than ever. What?ÇÖs your philosophy when it comes to building long-term trust for a brand, especially in the B2B space? Reputation today is shaped by much more than what a company says?Çöit's defined by what it does, how consistently it behaves and how transparently it communicates. Ultimately, reputation is an outcome of how the business is run every day. And the role of communications is to ensure that reality and perception stay aligned, always. For me, long-term trust begins with alignment?Çöbetween the company?ÇÖs purpose, its actions and its communication. What you say externally must reflect the culture and values your employees experience internally. If those aren?ÇÖt in sync, stakeholders?Çöwhether clients, partners or employees?Çösee through it very quickly. Trust is also tested in difficult moments. Whether it?ÇÖs a product issue, regulatory pressure or internal change, how a company responds makes a lasting impression. For instance, when a product has a potential safety concern, the instinct may be to minimize disruption. But taking swift, transparent action?Çöeven if it means a costly recall?Çödemonstrates integrity. It?ÇÖs a moment where reputational risk and commercial pressures collide, and the choices one makes reveal the brand?ÇÖs true character. Lastly, I believe listening is central to trust. Whether it?ÇÖs feedback from customers, business partners, or your own people, being receptive, respectful and responsive fosters a culture where trust can take root. In today?ÇÖs always-on world?Çöespecially with digital and social media putting reputation at real-time risk?Çöeven a seemingly small issue can escalate quickly. Whether one is working in B2B or B2C, long-term trust is central to business resilience and brand survival. What role do data and analytics play in shaping communication strategies today? Are they becoming as essential as creativity? Research, data and analytics have always played an important role in shaping communication strategies?Çöwell before the digital age. I still remember how, in one of my early roles, focus group discussions combined with consumer insights helped a ketchup brand zero in on what mattered most to buyers. The research revealed that consumers wanted ketchup made with real red tomatoes?Çöwithout fillers like pumpkin. The brand?ÇÖs messaging captured this insight beautifully: ?Ç£Laal laal tamatar se bana?Ǫ isme kaddu nahi jara.?Ç¥ That line resonated because it came directly from listening to the consumer. Today, with AI and digital tools, the depth and scale of insights available have grown exponentially. Brands can now monitor real-time conversations on social media, track sentiment, identify trends and measure content performance with far more precision. This allows communicators to tailor messaging around what matters to audiences?Çöwhether it?ÇÖs a topical issue or a customer pain point?Çöand make it timely, relevant and engaging. But data alone isn?ÇÖt enough. While it can point you in the right direction, the interpretation and application of that data still require human judgment, context and emotional intelligence. And that?ÇÖs where creativity continues to play a critical role. Creativity brings originality, empathy and storytelling to the table?Çöthings algorithms can?ÇÖt fully replicate. The best communication happens when data informs the idea, and creativity brings it to life. In short, data and creativity are no longer either/or?Çöthey're partners. One helps you know what to say and when, the other helps you say it in a way that moves people. You?ÇÖve trained several business leaders on personal branding. What are the most common mistakes leaders make when it comes to communicating with authenticity? That?ÇÖs an interesting one! One of the most common mistakes leaders make is underestimating the power of non-verbal cues. Avoiding eye contact, fidgeting, rubbing the nose or repeatedly checking the phone?Çöeven unconsciously?Çöcan create a sense of distance. These may seem minor, but they shape that crucial first impression. On the other hand, a warm smile, steady eye contact and an open posture make a leader seem far more approachable and grounded. Then come the verbal cues. Often, leaders fall into the trap of speaking in jargon, trying too hard to sound clever or giving responses that sound scripted ?Çöalmost as if generated by AI. What connects is specificity?Çöreal examples, stories, even a personal anecdote to bring a point alive. For instance, a leader might say, ?Ç£Our teams showed great agility during the crisis.?Ç¥ That?ÇÖs fine. But saying, ?Ç£One of our plant heads worked three days straight to get operations running after the flood?Çöit wasn?ÇÖt easy, but he didn?ÇÖt give up,?Ç¥ makes the message far more human and credible. Another mistake is inconsistency between what?ÇÖs said in public and what?ÇÖs experienced by people. For eg if a leader talks about valuing people but is perceived as aloof or dismissive in day-to-day interactions, the gap becomes obvious?Çöand ultimately erodes trust. My advice to leaders is simple: speak from your own experiences, be real, and don?ÇÖt be afraid to admit what you don?ÇÖt know. Vulnerability, when used with honesty and intention, builds far more credibility than trying to be perfect. What inspired you to start Comms and Conversations, what is your vision, and what has been your biggest takeaway from engaging with other professionals? About two and a half years ago, I started the vodcast series Comms and Conversations. It stemmed from a simple but meaningful desire?Çöto give back to the industry while continuing to learn. I wanted to create a platform that addressed topics often overlooked at conferences or panel discussions. The idea was to bring together practitioners and advisors to share balanced, real-world perspectives on the challenges we face in Marketing, PR and Communications. What began as a personal initiative has now evolved into a space where young professionals can learn, reflect and grow. Over 28 episodes and 60+ interviews, I have covered subjects ranging from Performance Marketing and Influencer Strategy to Storytelling, Personal Branding, Reputation Management and more. My biggest takeaway has been the humility and generosity of every guest. These are seasoned professionals, yet they?ÇÖve shown up with a willingness to share openly, avoid jargon, and focus on helping the next generation of leaders navigate their journeys with confidence. Looking ahead, my vision is to include more global voices?Çöso we can expand our lens, challenge our thinking, and bring in fresh perspectives. The fact that these conversations are resonating and helping others makes every bit of the time, effort and personal investment worthwhile. 

In today?ÇÖs fast-paced media environment, effective public relations demands more than just a polished press release. It calls for strategic storytelling, deep cultural insight, and a proactive approach to crisis communication. At the forefront of this evolving field is Hudoob Younis, PR Account Manager at TPRA ?Çô The PR Agency. She is a results-driven PR professional known for her expertise in media relations, strategic communications, and brand reputation management.Hudoob leads communications for high-profile clients including smart, Zeekr, Enterprise Estonia, and the Sharjah Digital Department. Her experience spans impactful campaigns for both government and private sector clients such as the Ministry of Finance, Ministry of Health, and the Dubai Taxi Company, as well as landmark events like IGCF, SIBF, Xposure, and the Financial Media Forum.In this conversation with Adgully ME, Hudoob discusses her journey across industries, her approach to managing high-stakes PR for government entities, and the tools and strategies she uses to build lasting media relationships in a digital-first world. Your career spans customer service at Yahoo!, aviation with Emirates Airlines, journalism, and now high-level PR. How have these diverse experiences shaped your approach to strategic communications and crisis management?My career journey across multiple industries has been instrumental in shaping my approach to strategic communications and crisis management. At Yahoo!, I developed a strong foundation in consumer engagement, digital content management, and audience analytics, which are crucial in today?ÇÖs media-driven PR landscape.My time at Emirates Airlines introduced me to high-pressure environments, where I honed my crisis management skills and learned the importance of real-time problem-solving, diplomacy, and customer trust. Aviation is an industry where quick, transparent, and effective communication is critical, and those experiences have greatly influenced my approach to handling the PR crises today.Moving into journalism and public relations allowed me to combine storytelling with strategy. Whether working with government entities like the Ministry of Finance or private brands, I leverage my adaptability, cross-industry knowledge, and ability to anticipate public perception to develop communications strategies that protect and enhance brand reputation.Can you share an example of a challenging PR crisis you managed and the strategies you employed to steer the situation towards a positive outcome?One of the most challenging PR crises I managed involved misinformation surrounding major government data. It required a delicate balance between correcting inaccuracies, maintaining public trust, and managing the media narrative effectively.Another particularly complex situation was organizing the Financial Media Forum for the Ministry of Finance. The event brought together key financial reporters and senior government officials to discuss intricate economic topics. Ensuring clarity and precision in communication was critical to prevent misinterpretation and maintain credibility.Challenges: Managing high journalist expectations, bridging the financial knowledge gap, and ensuring accurate reporting on technical data.Strategies: Pre-event briefings prepared both reporters and officials, expert-led discussions ensured credibility, and an interactive Q&A fostered transparency. Post-event follow-ups with official statements helped maintain accuracy.Outcome: The forum strengthened media relations, enhanced financial literacy, and positioned the Ministry as a trusted information source, ensuring accurate future reporting.Managing high-profile government accounts like the Ministry of Finance and Ministry of Health must come with unique challenges. What are the key differences in handling such accounts compared to private sector brands, and how do you navigate these differences?Government PR requires a different approach compared to private sector communications. The stakes are often higher, as public perception directly impacts policy effectiveness and citizen engagement.Key Differences & Strategies:Regulatory & Compliance Sensitivity: Government messaging must align with legal frameworks and public policies. I ensure thorough stakeholder consultations before disseminating any information.Crisis Sensitivity: Unlike private brands, government institutions often face issues of national interest. My approach prioritizes rapid response, factual accuracy, and controlled narratives.Public Trust vs. Brand Loyalty: While private brands focus on building loyalty, government PR is about maintaining trust. I use transparent, informative, and community-focused communication to foster credibility.Navigating these differences requires diplomatic communication, proactive media management, and a strong understanding of policy implications, which I have developed through my experience handling prestigious government accounts.What do you believe are the most effective strategies for building lasting media relationships and engaging stakeholders in today?ÇÖs fast-evolving communications landscape?In today?ÇÖs rapidly evolving media landscape, building lasting relationships with journalists and stakeholders requires trust, transparency, and mutual value. I focus on personalised engagement, fostering meaningful connections with media professionals by understanding their interests and providing valuable insights beyond standard press releases. Data-driven storytelling is at the core of my approach, integrating research, case studies, and human-interest elements to craft compelling narratives that resonate. Consistency and credibility are paramount?ÇöI ensure timely, reliable communication that positions me as a trusted source rather than just another PR contact. Additionally, I leverage a multi-channel strategy, combining traditional PR tactics with digital platforms such as social media, podcasts, and webinars to maximize reach and engagement. By continuously adapting to industry shifts and fostering genuine media connections, I ensure that PR efforts remain impactful, relevant, and aligned with the ever-changing communications landscape.With the rapid growth of digital media, how do you adapt your traditional PR and communications strategies to stay ahead of trends and maintain a compelling brand narrative?The rise of digital media has transformed PR, requiring a dynamic and integrated approach to maintain relevance and influence. I seamlessly blend traditional and digital PR, leveraging press releases, events, and interviews alongside digital storytelling, influencer partnerships, and content marketing to maximize reach. Real-time engagement is essential, and I utilize digital listening tools to monitor conversations, anticipate trends, and engage proactively. Ensuring PR materials are SEO-optimized enhances online visibility and credibility, while structured crisis response plans allow for swift action in the face of digital crises.Your work on projects like Taste of Estonia at Gulfood 2025 shows a talent for international collaboration. Can you discuss how you integrate storytelling into these large-scale media campaigns to connect with diverse audiences?International collaborations require narratives that transcend cultural and linguistic barriers. When leading the PR for Taste of Estonia at Gulfood 2025, I focused on storytelling that:Highlighted Authenticity: Showcasing Estonia?ÇÖs rich culinary heritage through chefs, farmers, and local producers created an emotional connection with audiences.Localized Messaging: Tailoring the campaign to resonate with different media markets ensured maximum engagement.Multi-Platform Integration: Using a mix of press coverage, influencer partnerships, and immersive event experiences helped bring the story to life across different audience segments.This strategy ensures that brands and initiatives resonate deeply with both local and international audiences.What emerging trends or challenges in public relations do you foresee, and how are you preparing to adapt your strategies for the future?The PR landscape is rapidly evolving, with emerging challenges and opportunities shaping the future. Some key trends I foresee include:AI & Automation in PR: AI-driven analytics and chatbots are transforming media monitoring and audience engagement. I actively upskill in digital PR tools to enhance efficiency.Increased Focus on Authenticity: With misinformation on the rise, audiences demand transparency. I prioritize ethical PR practices and fact-based storytelling to build trust.Integrated Digital Strategies: PR is no longer just about press coverage; it?ÇÖs about complete digital engagement. I incorporate content marketing, influencer collaborations, and multimedia storytelling into my strategies.Diversity & Inclusivity: Representation in media matters more than ever. I ensure PR campaigns are inclusive and reflective of diverse audience needs.

In this exclusive interview with Adgully Middle East, Tanya Chaudhary, Sr. Communications Manager at BPG Group, shares her compelling story of transitioning from India to Dubai, the inspirations behind her global PR career, and the principles that have shaped her impactful work in storytelling and reputation building. She also offers valuable insights into the unique challenges and opportunities for women leaders in the industry and the evolving dynamics of communications in the GCC region. With over 14 years of experience across diverse markets and sectors, Tanya discusses her approach to crafting impactful narratives, building trust, and navigating the complexities of the modern PR landscape, including the role of content and AI.From India to Dubai ?Çô what inspired your global journey in PR, and how has your experience across diverse markets shaped your communications strategy today?The move from India to Dubai was driven by a desire to gain inroads into the global arena, one that challenges you to think cross-culturally but remain rooted in strong local insight. Having worked with many different brands and sectors in India, I have led teams and scaled communications for clients, physically and remotely across the APAC and GCC regions. Dubai seemed the natural next step to further broaden my perspectives, especially given how rapidly the communications landscape is evolving. Operating in such disparate markets has taught me to blend emotion-led storytelling with fact-led analysis, ensuring that strategies are both culturally relevant and universally applicable.With over 14 years in PR and corporate communications, what core values or principles have consistently guided your storytelling and reputation-building efforts?Authenticity, and alignment have been my north stars. Whether I'm developing a thought leadership platform or managing a crisis response, I'm dedicated to building stories that are authentic, responsive to changing dynamics, and aligned with a brand's long-term business outcome. Relationship-building is also a huge component of it, both with media and internal stakeholders. It's that human touch that ultimately drives reputational equity.As a woman leader in the communications industry, what unique challenges or opportunities have you encountered, especially in traditionally male-dominated sectors like finance, auto, and logistics? And what makes the UAE different or unique in this aspect?While public relations as a profession has always welcomed strong female voices, sectors like finance, auto, and logistics can still present layered challenges when it comes to leadership presence and strategic decision-making. Navigating these industries has taught me the value of inclusive thinking, a quality that resonates across geographies. Both India and the UAE have shaped my leadership in profound ways. In India, I was able to build long-term client relationships, lead high-performing teams, and manage end-to-end mandates for legacy brands. The UAE, however, offers a unique ecosystem, a vibrant, future-focused, and driven by a strong national agenda for diversity and innovation. I've had the chance here to be part of transformation narratives in sectors like retail and tourism, where women leaders are actively encouraged. What connects both markets is the growing appetite for strategic communications that go beyond PR into reputation architecture ?Çö and as a woman, that's a space I?ÇÖm proud to contribute to, across any region.At BPG Group, what are some key strategic communications mandates you?ÇÖre excited about? How does the GCC region differ in its PR dynamics compared to markets like India or APAC?At BPG Group, I'm most excited about briefs that allow me to merge storytelling and strategic content development. I work closely on communications for Dubai Business Events, BurJuman, and Sony MEA, where briefs encompass reputation management, brand awareness, and content that effectively engages local and international audiences. A lot of my role here involves driving editorial and content strategy, developing messaging frameworks, crafting narratives, charting out content calendars, and informing thought leadership across digital and traditional channels. The GCC stands alone in its pace and aspiration. Communications herein go beyond media relations - they are perception-shaping, supportive of national agendas, and aspiration-building via integrated narrative. Comparisons with India or APAC are less apt; but it focuses more on bilingual content, strategic alignment with cultural sensitivity, and influencer-led amplification. That said, my foundational years in India of managing P&Ls, leading teams, and driving campaigns for brands like Cargill, Hamdard, and Booking.com have equipped me with the agility and scale-based thinking that complement the precision and legacy-building approach often seen in the GCC. It?ÇÖs this cross-market perspective that I bring to every mandate. You?ÇÖve worked across sectors from FMCG and real estate to ITES and hospitality?Çöhow do you tailor your communication strategy to ensure brand relevance and resonance across such varied industries?The foundation is always the same: understand the audience, then reverse-engineer the message. I invest time in decoding not just the brand, but also the behaviours and sentiments of its target market and audience. For example, a B2B tech brand needs credibility and insight-led positioning, but a lifestyle or property brand exists on aspiration and visual storytelling. Changes in sector demand varying content formats, tones, and platforms?Çöbut the thread of authenticity remains the same.In the age of always-on media and rising stakeholder expectations, what role does content strategy and development play in building long-term brand trust? And how do you view AI?ÇÖs role in the way PR functions in the times to come?Content is no longer king, it?ÇÖs the kingdom. Long-term trust is built through consistency, clarity, and value-driven purpose-based storytelling. As stakeholder demands rise, brands must go beyond campaigns and build content ecosystems that address multiple touchpoints, whether in customer experience (CX) or environmental, social, and governance (ESG) initiatives. AI, to me, is both a tool and a partner. While it can optimize research, media monitoring, and content generation, the human lens will remain irreplaceable when it comes to strategy, emotional intelligence, and cultural resonance.What advice would you give to young professionals?Çöespecially women?Çölooking to build a long-term, impactful career in PR and corporate communications?Claim your story. PR is about speaking up for others, but don't forget to speak up for yourself. Be inquisitive, pose thoughtful questions, and conquer both strategy and delivery. For women specifically, I would advise: never let the room take the sting out of your ambition. The industry can benefit from more women leaders who lead with empathy, strength, and vision. Keep learning, communicate with intent, and always trust your intuition.

We currently live in a hyper-digital world where online reputation management is a significant component of brand strategy. With the coming of the cancel culture, even a single mistake, irrespective of the fact whether it?ÇÖs intentional or not, can blow up into an actual crisis, causing substantial harm to the individual or the company?ÇÖs reputation. In my role as a brand strategist and communication and public relations expert with over a decade of experience, I have witnessed the charm of strategic storytelling and media engagement. The way people accept you online is far more important than just having a good reputation but also being agile, true to yourself and having the capacity of self-recovery. Understanding Cancel Culture and Its ImpactThe idea of the cancel culture is not just about holding individuals and businesses responsible, but is also very significant in today?ÇÖs age. Lately, customers demand truthfulness, ethical behaviour, and inclusivity from businesses. Social media is one of the most powerful tools for curating instant news, which can provoke a quick reaction and at the same time result in both appreciation and criticism. This is why companies and individuals have to weigh what they publish online carefully. A single negative tweet, a piece of incendiary content from the past, or a statement that is misinterpreted can lead to a situation. They enable the loss of customer trust, lost business opportunities, and as a result, money loss. Reputation is not just an issue for big business corporations, but it is also quite important for startups and small companies to find their place in the market as soon as possible. They need to protect it proactively. From my experience in the media industry, I have learned that adaptability and customer satisfaction are indispensable to maintaining a brand?ÇÖs good image, especially during difficult times. Building a Resilient Online Reputation1. Establish a Strong Digital Presence: Maintaining a consistent and appealing online presence across different platforms like social media, website, or media publications helps in shaping the public perception. By actively creating content which aligns with the company?ÇÖs values, businesses will be able to control the narrative before a crisis arises.   2. Authentic Storytelling: As the CEO of The Pen Project, I focus on crafting authentic brand narratives that resonate with the audience. When a brand?ÇÖs key messaging is built on genuine values and purpose-driven content, it becomes quite difficult for negative press to overshadow the years of positive impact. 3. Proactive Crisis Communication: Waiting until a crisis occurs to engage in damage control is a fatal mistake. Having a robust crisis management plan should include scenario mapping, pre-approved  to engage in damage control is a fatal mistake. A robust crisis management plan should include scenario mapping, pre-approved communication strategies, and designated spokespeople to ensure a swift and coordinated response.4. Engaging with Critics: Thoughtfully, cancel culture's strength is in inflaming emotions. If you react with a defensive or disrespectful tone, it will make matters worse. The much-needed change is for businesses to address the problems, if any, and implement a plan of action to show their commitment to society. An organized public relations plan is the basis for communication that is not only respectful but also problem-solving.5. Leverage Media Relationships: Building strong ties with media networks can be extremely valuable. I was able to assist my clients in appearing in top magazines such as Forbes, Vogue, and CNBC TV18. Good media coverage can go a long way in balancing the bad press, thereby giving a clearer picture of a brand's impact.6. Consistent Community Engagement: Consumers appreciate brands that listen and evolve based on feedback. Actively engaging with audiences through social media, events, and CSR initiatives fosters goodwill and strengthens brand loyalty. A brand with a strong community backing is less likely to be completely ?Ç£canceled.?Ç¥Turning Crisis into OpportunityAn affiliation with media outlets can be incredibly beneficial. I have managed to get clients' works published in some of the most important media.The positive coverage of the media can help to neutralize the negative one and show a more complete picture of the brand?ÇÖs contribution.Despite the challenges, cancel culture brings, it is also a platform for brands to self-reflect, evolve, and foster a stronger connection with their audience. When brands are open and accountable, what looks like potential difficulties can be turned into defining moments in their journey to success. The very core of The Pen Project has always been that through my work, I could basically encourage businesses, particularly the majority of which are startups and SMEs by putting them in the right position to tell their stories. In a time when one minute?ÇÖs brand is the next minute?ÇÖs liability, the companies that will remain are those that are adaptive, ethical and genuinely dedicated to making a difference.ConclusionIn today?ÇÖs digital age, online reputation needs to be managed with foresight, flexibility, and strategic narrative. As a business owner and communications specialist, I feel that it is vital for companies to not just defend their reputation but also to shape it through engaging narratives. Cancel culture is not just a challenge but also an invitation for brands to take responsibility, transparency and alignment with their audience. The future of online reputation management lies in proactive reputation building, ethical brand positioning, and resilient communication strategies. By adopting these principles, companies will be able not only to survive the digital scrutiny but thrive and become stronger and more engaged with their audiences. 

Ellerton & Co., a premier public relations agency with a sharp focus on Greater Southeast Asia, has appointed Adam Goulston as Strategic Advisor for its Japan market initiatives. A seasoned expat, entrepreneur, and expert in marketing and localization with over 25 years of experience, Goulston will serve as a vital cultural bridge?Çöhelping Japanese brands navigate and connect authentically with diverse Southeast Asian markets. With his deep-rooted knowledge of Japanese business practices and regional nuances, he is poised to guide Ellerton?ÇÖs clients toward meaningful cross-cultural engagement and localized growth strategies.In this interview, Goulston shares insights on how Japanese brands are evolving to better resonate with culturally diverse Southeast Asian consumers. He highlights the importance of moving beyond a one-size-fits-all strategy, emphasizing hyper-localization, cultural sensitivity, and strategic partnerships. Drawing on examples like Uniqlo's collaboration with Indian designers and AEON's tailored offerings in Vietnam, he illustrates how thoughtful localization is key to building lasting brand relevance in emerging markets.With over 25 years in marketing, localization, and digital strategy, how do you see Japanese brands evolving to appeal to Southeast Asian consumers, particularly in culturally diverse markets like Indonesia, Vietnam, and India?Japanese brands increasingly recognize the need to move beyond a one-size-fits-all approach when entering culturally diverse markets like India, Indonesia, and Vietnam. "Made in Japan" connotes quality, and Japanese goods are widely respected. But still, with more local offerings and greater competition, it's not enough. Success hinges on deep cultural engagement and localization strategies that resonate with local consumers. In some cases, companies are smartly partnering with locally established names. Companies like Uniqlo (under its parent Fast Retailing), Sapporo, and Suzuki (Maruti Suzuki in India) are strong examples.Uniqlo didn't just open Japan-style stores in India; it collaborated with Indian designer Rina Singh to create a kurta collection, blending Japanese minimalism with traditional Indian attire. The "Uniqlo in My Hub" initiative further demonstrated a commitment to community engagement by involving local professionals in store launches. Fast Retailing President Tadashi Yanai is brilliant in this area.In Vietnam, Japanese retailers like AEON have expanded their presence by offering a mix of Japanese and local products, catering to the growing middle class's demand for high-quality goods. AEON's strategy includes localizing food products by offering Vietnamese-style dishes prepared with Japanese techniques and ingredients.These examples are brick-and-mortar, as they're easier to envision. There are examples in the knowledge economy as well, and they're equally adroit and understated. But I wish there were more.I want to see Japanese companies be more assertive in flying the Japanese flag and tooting their own horn, even if it's not the Japanese way. That's a big reason why I set up my own Japan-based company, MacroLingo LLC, and why I'm partnering with Ellerton & Co. ?Çô they have teams on the ground in these markets, and they understand the cultural landscape and have deep connections with the media from Vietnam and Singapore to the Philippines and Indonesia. This is essential because Asia comprises many diverse countries. Each requires a tailored approach.Your role at Ellerton & Co. places you at the crossroads of Southeast Asia and Japan. What do you see as the biggest opportunities and challenges when Japanese companies expand into these fast-growing regional markets?The sky's the limit, as long as Japanese companies board the rocket with us. This role with Ellerton & Co. is great because I already spend a lot of time in Southeast Asia and work with Japanese companies working to succeed in the region. Meanwhile, Ellerton & Co. is Singapore-based yet with teams on the ground in Indonesia, Vietnam, the Philippines, Thailand, and Malaysia, well-connected, and can quickly gain exposure for its clients. Markets like Indonesia, Vietnam, and India have young, growing populations that respect Japanese quality, innovation, coolness, and cuteness (the kawaii factor). Japan?ÇÖs reputation for precision, reliability, and design already opens doors.Speed and agility are particular challenges. These markets move fast, and business expectations change quickly. Japan?ÇÖs traditional strength in stability can be a weakness if companies move too slowly and insist on refining to perfection before entry. They need to roll out the MVP, move faster, break more things, and be willing to adapt on the fly.Another challenge is localization. Full localization is not just about language. It is about product design, service models, and communication styles that match local needs. That's always been my personal mission in Japan ?Çô whether I'm working with companies, entrepreneurs, or even scientific researchers. It?ÇÖs also what Ellerton & Co. excels at, having worked with many major Japanese companies in Asia, refining their messaging to suit the particular market, getting exposure in the right places to reach the right target audience.Daikin is a good model to follow. It invests heavily in local production, R&D, and hiring across Southeast Asia. It doesn't just sell Japanese products abroad; it creates solutions built for tropical climates and the real needs of local businesses.The opportunity is there, and the trust is there. Japanese companies that move fast, localize completely, and match the energy of young markets will succeed. Slow movers and those that insist on perfection will lose ground fast or not even make it to the starting line.You?ÇÖve emphasized the importance of ?Ç£interpretation?Ç¥ over ?Ç£translation.?Ç¥ Could you share an example where cultural interpretation made a significant impact in a brand?ÇÖs success abroad?By definition, "translation" is the process of converting one language to another, word-for-word (and we can apply it to visual media, too). That's fine for legal documents and things where accuracy is the aim, but it's wholly inadequate for sales, marketing, branding, etc. Yet that's exactly what many Japanese companies do.Rather than "interpretation," I'd use "localization," and by that, I mean adjusting every aspect of the communication (words, images, voice, and all media) to the necessary degree while maintaining the original intent and appeal. This process can be based on the source language as a key reference, but the source language must not dictate the message that's delivered in another market. If you do that, it's simply translation. That's too simple and it usually fails. Different cultures have different lenses.One Japanese client I worked with, a beauty product with a strong Japanese identity, wanted to localize its branding overseas. I needed to maintain and communicate the key Japanese elements ?Çô the elegance, simple beauty, refined aesthetic, and the brand's roots in Japanese symbols and history ?Çô for foreign readers and viewers. That meant knowing how the Japanese side saw things and how the foreign side would interpret them. This approach to full localization can't resort to cliches and certainly can't be a direct "translation," because many aspects that Japanese readers instinctively intuit are lost on non-Japanese. In this case, the localization went over very well, which was cool, because the products are gorgeous.Southeast Asia is becoming a key outbound market for global businesses. How can Japanese companies better position themselves to not only enter these markets but become deeply relevant within them?Japanese companies are already deeply relevant in Southeast Asia in many sectors. Brands like Toyota, Honda, Uniqlo, Muji, Daiso, Mitsukoshi, Isetan, and Hitachi have gained a foothold in some very different areas. I see them all over the region, and they're consistently strong and localized. Construction, shipping, and engineering firms are also well-respected.But the next wave is about knowledge. Software, biomedical, AI, and R&D are the sectors where Japanese companies can do much more. The opportunities are wide open. There?ÇÖs a Japanese enterprise SaaS company that Ellerton & Co. and I have worked on together for several years. We?ÇÖve seen and helped them grow into multiple Asian markets, crafting their go-to-market messaging and raising awareness of their successes in Singapore, the Philippines, Malaysia and elsewhere. We?ÇÖve seen the power of communications work firsthand.Japanese companies need to rethink their positioning to become deeply relevant. First, invest in real public relations, not just announcements. Tell stories about your innovation, your mission, and your people. Understand Japan's appeal in these markets and communicate it. Make your brand human while conveying your unique appeal.Second, again, adapt and localize. Japanese brands sometimes think the product speaks for itself and can only be delivered one way, the best way. That doesn't always work. How did matcha come to be so widely loved not only in Southeast Asia but around the world? In its true form, matcha is a strong and quite bitter form of green tea. The solution ?Çô add sugar! Mix it with other foods! Use it in Kit Kats! Traditional Japanese thought (and actually my thought, too, being a matcha snob) might scoff at this ?Çô it's not the "right" way. But matcha's adaptability is the reason you see matcha-everything all over the place, and not just in tea ceremonies in Japan.Third, quite differently, and I'm putting on the MBA and development studies hats here ?Çô empower local leadership. Hire strong local teams, let them shape messaging, and give them real authority. Don't keep sending over expats who can't speak the language and don't deeply know the culture. Local ownership builds loyalty and ensures that brands move at the speed of the market.What unique advantages does your Osaka-based firm, MacroLingo, bring to the table when advising global brands eyeing Japan, and how does that complement your strategic advisory role at Ellerton & Co.?More so, MacroLingo helps Japanese companies go global rather vs. guiding global companies on Japan entry. We take Japanese innovation and expertise and communicate it in a voice the world understands, and to achieve specific business objectives. We do this at a boutique level, for limited clients and with a great deal of personal attention. I created this approach because I saw far too many Japanese companies simply using translation services or attempting to do global marketing in-house by directly translating Japanese messaging. As many of our clients are smaller firms and startups, part of our mission is to educate these clients that translation is not enough and then to prove the results of comprehensive localization.We do this by combining my background in business, science, and journalism with a network of expert creatives. We restructure messaging, refine brand voice, and ensure content is globally accessible and is culturally respectful and impactful. Our work covers scientific, technical, and high-value B2B fields where clarity and credibility are essential. We also can't overlook the importance of modern ways consumers discover brands ?Çô social media, short-form video, generative AI, and more. We apply sound SEO principles, such as EAT, in everything we write and create, to ensure that AI-based search finds our clients. And we monitor social media trends in different countries. These aspects matter so very much.MacroLingo?ÇÖs work gives me insight into what global markets expect, I know how Japanese companies think internally, and I can offer insight on what catches consumers' eyes in Japan and abroad. At Ellerton & Co., this experience gives me a strong base for advising Japanese brands that want to succeed in Southeast Asia or companies entering Japan. In combining our strengths, we understand how Japanese companies think internally and how Southeast Asian markets receive external messaging. That ability to bridge these two perspectives is how we can help Japanese brands enter and compete in new markets in a way they may not have even considered.In an increasingly digital-first world, how can storytelling and content localization be leveraged to cut through the noise and connect Japanese innovation with Southeast Asian aspirations?In a digital-first world, storytelling and localization are mandatory if Japanese brands want their offerings to align with Southeast and South Asian aspirations.It's not just about showing product features or promoting Japan-made quality. It's about understanding the ambitions of these young, fast-moving markets and speaking directly to them. Localization must go beyond translation. It means adjusting the voice, structure, examples, and even emotional appeal, while still maintaining the heart of Japanese innovation.An example is Shiseido Thailand. In 2024, it appointed Thai actor Win Metawin as the first-ever Friend of Shiseido Southeast Asia. The company connected Japanese beauty and heritage with a local figure whom people admire, using regional social platforms and short-form video to spread the story. That's real localization, not surface-level. And it sure as heck isn't just translation. Not all companies have Shiseido's budget and brand recognition, but they can emulate these successes at a more micro level. Actually, it's a lot of fun to think about and makes my job and this connection with Ellerton & Co. so exciting.At MacroLingo, we use storytelling shaped by proper SEO, geo-targeting, and a mobile-first approach. We pay attention to how people search, watch, and interact on platforms like TikTok, Line, WhatsApp, LinkedIn, and Facebook, depending on the country and the people. We work a lot with academia, and some might be surprised that even PhD researchers are normal people who congregate and consume on apps and in online communities. AI tools help us map trends and structure content faster, but the heart of the work is always human ?Çô matching message to aspiration, not just spitting out generic content no one wants to read, let alone engage with.Southeast Asia is mobile, fast, and emotional. Brands that embrace that will win. Ellerton & Co., with its insight, connections, and speed, is in a great position to make this happen. Together with Ellerton & Co., I hope to make this happen for more Japanese companies and even for companies entering Japan.

With over two decades of experience spanning both agency and client-side roles, Gita Ghaemmaghami, Leader, Communications & PR, LIXIL IMEA, has navigated the dynamic world of corporate communications with strategic insight and creative flair. From leading award-winning campaigns to spearheading regional storytelling across culturally diverse markets, her journey reflects the evolving role of communication in building brand equity and business value. In this conversation, Gita Ghaemmaghami shares key milestones that shaped their approach, lessons from high-impact campaigns, and their perspective on the future of communication leadership in a rapidly changing landscape.Your career spans over 20 years across diverse sectors, from client-side roles to agency leadership. What pivotal moments or experiences shaped your approach to corporate communication and branding?I've had the privilege of working across the full spectrum of communications from agency to client-side and now leading regional efforts. A pivotal moment for me was moving from the agility of agency life to a leadership role on the client side at Sony Mobile. That transition sharpened my understanding of how communications directly influence brand equity, commercial goals, and internal alignment. More recently, my current role leading PR and Communications at GROHE across IMEA (India & Subcontinent, Middle East and Africa) has deepened my appreciation for localized storytelling. Communicating across such a culturally and economically diverse region has reinforced the importance of relevance, consistency, and empathy in brand messaging.You have led and implemented highly successful, award-winning campaigns. Can you share a campaign that was particularly challenging yet rewarding, and what key takeaways you gained from that experience?One campaign that stands out was the regional launch of Xperia smartphones across the Middle East and Africa. It involved managing a fully integrated 360?? communications strategy across seven key markets, multiple agencies, and stakeholders on a tight timeline. The complexity was high, but so were the rewards - a 30% uplift in brand awareness and an increase in brand preference. It was a testament to how cross-functional coordination, tailored messaging, and strategic influencer engagement can work in harmony. The key takeaway for me was that planning is vital, but agility and cultural sensitivity are what drive success in regional campaigns.With over 20 years in corporate communication and PR, how do you see the role of communication leaders evolving in the next five years?Communication leaders are no longer just message crafters; they're becoming strategic advisors at the leadership table. In the next five years, I see the role expanding into areas like stakeholder engagement, ESG communications, and employee advocacy, all while navigating an increasingly polarized media environment. The ability to manage complex reputational issues, lead with transparency, and connect emotionally with audiences internally and externally will define the next generation of communications leadership.In an era where data-driven decisions dominate, how do you strike a balance between creativity and analytics in crafting compelling brand narratives?Creativity and data should work in tandem. Data tells us what resonates and with whom, while creativity gives the story life and emotional weight. At GROHE brand part of LIXIL, we use insights to shape the foundation of our narratives, audience behavior, platform trends, and sentiment analysis; however, the story is brought to life through human connection. That?ÇÖs the part data can?ÇÖt replicate. It's the emotional thread that builds trust, drives engagement, and ultimately influences perception.What key strategies have you found most effective in handling crisis communication, especially with the rapid spread of misinformation on social media?Preparation is key. We maintain a detailed crisis management framework that includes scenario planning, rapid response guidelines, and media training for senior leaders. In today?ÇÖs fast-moving digital environment, timing is everything; misinformation spreads quickly, so a clear, consistent, and timely response is essential. We?ÇÖve also found that direct engagement on social media platforms, where appropriate, combined with proactive communication across trusted channels, helps mitigate reputational risk effectively.With the rise of AI, influencer marketing, and social media, how do you see the traditional PR model adapting to stay relevant and impactful?Traditional PR is evolving, no longer confined to press releases and media relations. Today, it's about creating meaningful, multi-touchpoint engagement. AI is helping us analyze sentiment and personalize content, while influencer marketing allows for more authentic, peer-to-peer communication. What keeps PR impactful is its foundation in trust and credibility. The future belongs to professionals who can integrate data, technology, and creativity while keeping storytelling at the core.What advice would you give to aspiring communication professionals who want to build a strong, future-proof career in PR and branding?Be endlessly curious and stay adaptable. Learn beyond your immediate role, understand data, trends, culture, and tech. But never lose sight of the fundamentals - clarity, empathy, and strategic thinking. Build relationships, not just contacts. And remember, while tools and channels may change, the ability to craft a story that moves people, that's your superpower.

By Sonali Ramaiya, Founder of Roarrr Media & Public RelationsRanveer Allahbadia?ÇÖs response is a classic example of crisis management- acknowledging the backlash, expressing gratitude, and promising betterment. While this is a strong first step, public sentiment doesn?ÇÖt shift overnight. Rebuilding trust requires long-term consistency in both content and conduct. His commitment to improving his work is the right approach, but the audience will judge him based on his future actions, not just this statement. PR isn?ÇÖt about damage control alone?Çöit?ÇÖs about ensuring your brand evolves in a way that makes criticism obsolete.However, his first apology, which was an emotional outburst, should have been as well thought out as this one. In moments of crisis, the right words matter. A rushed response can deepen the damage instead of controlling it. Going forward, PR will play a crucial role in shaping every public appearance, every statement, and every piece of content that goes out in the media. Even the individuals influencing public opinion on this issue will have carefully crafted narratives, weighing every possible reaction.This is no longer just about Ranveer?Çöit?ÇÖs a defining moment in digital-era crisis communication. Every move from here will be studied, making this one of the most remarkable case studies in PR history!DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Authored by Ganapathy Viswanathan, Independent Communication Consultant and Chief Mentor Roarrr Media and Public Relations.The power of digital in every sphere of life is changing the way we are interacting and the way we are consuming content. Today, you need to generate fresh and interesting content to keep your target audience engaged. With the internet growth happening at a rapid pace, the power of digital has further enhanced the need for brands to be more engaging and interactive. Also, the growth of internet has also helped brands to now reach the smallest of the towns pan India.Digital PR is transforming the way brands and individuals communicate with their audiences. Unlike traditional PR, which relies on print media, television, and radio, digital PR leverages online platforms, social media, and search engines to build and manage reputations. The shift to digital has made PR more measurable, accessible, and interactive, allowing brands to engage directly with their audiences in real-time.Brands are Geared Up to Digital in PR TodayBrands have recognized the shift in consumer behaviour and are leveraging digital platforms to enhance their PR strategies. Social media, influencer marketing, search engine optimization (SEO), and content marketing have become integral to PR campaigns. Companies are now focusing on real-time engagement, data-driven storytelling, and multimedia content (such as videos, podcasts, and interactive infographics) to keep their audiences engaged. Many brands are also utilizing artificial intelligence (AI) and data analytics to track audience sentiments and optimize their communication strategies accordingly.Challenges in Digital For PRWhile digital PR offers immense opportunities, it also presents challenges. The fast-paced nature of digital media means brands must be constantly active and ready to respond to crises in real-time. Misinformation and fake news can spread rapidly, potentially damaging a brand?ÇÖs reputation. Managing online reputation, handling negative feedback, and ensuring credibility in the age of viral content are crucial challenges. Moreover, with so many digital platforms available, brands must tailor their messaging for different audiences while maintaining a consistent brand voice.Can Digital Be More Effective Than Traditional Media?Digital PR is proving to be more effective in many ways due to its measurable outcomes and wider reach. Unlike traditional media, which often relies on one-way communication, digital platforms allow for two-way interaction, enabling brands to directly engage with their audience. Additionally, digital PR is cost-effective and provides real-time analytics, helping brands refine their strategies based on performance metrics. However, traditional media still holds credibility, particularly in certain demographics and industries, making an integrated approach the most effective PR strategy.Nurturing and Training Talent in the Digital eraPR agencies are rapidly adapting to the digital landscape by upskilling their teams in digital marketing, social media management, and data analysis. Many agencies are offering in-house training programs, workshops, and certifications to keep their employees updated on the latest trends and tools in digital PR. The rise of AI and automation in PR has also led agencies to focus on analytical and strategic thinking, ensuring their teams can interpret data effectively and create compelling narratives. Additionally, agencies are investing in hiring digital-native professionals who understand the nuances of digital communication.Digital and its growth in next 10 yearsThe future of digital PR is expected to be even more dynamic and data-driven. With the increasing role of AI, PR strategies will become more predictive, helping brands anticipate crises and trends before they happen. The use of immersive technologies such as augmented reality (AR) and virtual reality (VR) will redefine brand storytelling, making PR campaigns more engaging. Additionally, decentralized platforms and blockchain technology might enhance transparency in digital PR, combating misinformation and improving trust. As digital ecosystems evolve, personalization and hyper-targeting will play a key role in how brands communicate with their audiences.To summarise, digital PR is revolutionizing how brands connect with their audiences. While it brings challenges, it also offers unprecedented opportunities for engagement, storytelling, and brand-building. By embracing innovation and staying adaptable, brands and PR professionals can harness the true power of digital to shape public perception and drive meaningful conversations.

The advent of artificial intelligence (AI) has ushered in a transformative era for the public relations (PR) industry. As the founder of Roarrr Media & Public Relations, my journey from IT and Tech PR to witnessing AI's profound impact offers a unique perspective on this evolution.The Dawn of AI in PRSeveral years ago, roles such as content writers and graphic designers were indispensable in crafting narratives and visuals for clients. The introduction of AI platforms like ChatGPT marked a pivotal moment, akin to unearthing a hidden treasure trove of possibilities. Tasks that once demanded hours of meticulous effort could now be accomplished in mere minutes, revolutionizing our workflows.Enhancing EfficiencyAI's integration into PR has streamlined numerous processes. From drafting articles to creating presentations, AI tools have enabled agencies to handle increased workloads with enhanced efficiency. Notably, 64% of PR professionals utilize AI for writing social copy, 58% for research, and 54% for crafting pitches. This acceleration allows for a more agile response to client needs and market demands.Challenges to CreativityHowever, this technological boon is not without its challenges. There is a growing concern that reliance on AI may impede creativity and constrain original thought processes. The human mind's capacity for empathy, intuition, and nuanced understanding remains irreplaceable. Moreover, crafting effective AI prompts necessitates a deep understanding of content creation, underscoring the enduring value of human expertise.Client Dynamics and Content AuthenticityAn emerging trend is clients leveraging AI tools to generate inputs, which are then passed on to PR professionals. While AI can assist in drafting content, media outlets seek genuine insights and expertise from industry players. This shift risks sidelining originality and real-time ideas, as AI-generated content may lack the depth and authenticity that human experiences and perspectives provide.Statistical InsightsThe PR industry's relationship with AI is multifaceted. A significant 86% of communications professionals globally view AI as an opportunity rather than a risk. Yet, more than 75% of agencies, brands, and independent consultancies have not adapted their approach to AI, indicating a gap between recognition and implementation.The Path ForwardAs AI continues to evolve, it is imperative for future generations of publicists to harmonize technological advancements with creative prowess. Embracing AI should not come at the expense of human ingenuity. Instead, it should serve as a catalyst for innovation, enabling PR professionals to focus on strategic thinking, relationship building, and crafting compelling narratives that resonate on a human level.AI's impact on the PR industry is profound, offering both opportunities and challenges. By balancing the efficiencies of AI with the irreplaceable qualities of human creativity and insight, the PR industry can navigate this technological landscape while preserving the essence of authentic communication.

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 builds 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 exclusive conversation with Adgully, Bhavna Singh, VP - Corporate Communications, Bharat Serums & Vaccines, discusses her extensive experience in pharmaceutical communications. She delves into the approach to reputation management in an industry often under intense scrutiny, the evolving role of corporate communications in the healthcare and pharma sector post-pandemic, and how Bharat Serums & Vaccines (BSV) integrates patient-centric messaging into its communication strategy. She also explores the balance between regulatory compliance and proactive corporate storytelling in the pharma industry, as well as the increasing collaboration between public and private stakeholders.With your extensive experience in pharmaceutical communications, how do you approach reputation management in an industry that is often under intense scrutiny?In an industry such as pharma that focuses on serving, improving and saving lives, trust is an imperative. Our patients, our KOLs need to trust us. Trust in turn drives reputation. As a communicator and a custodian of reputation, all our initiatives are patient centric and driven by Trust. Integrity, Trust and Reputation are not buzz words. In our industry we need to live them.During your tenure at OPPI, you led several award-winning campaigns. Could you share insights on one campaign that had a lasting impact on public perception?Two campaigns in OPPI stand out: A campaign around Science ?Çô ?ÇÿIn Science we Trust?ÇÖ ?Çô a comprehensive coffee table book that demonstrated the power of scientific research in treating several unmet medical needs with a glimpse of the future innovative treatments that can improve lives of many. The coffee table book also curated success stories of start-ups and innovators and conversations with scientists and researchers. The colours, the texture of the paper, the entire look and experience of the book aimed to give a face to science and scientists who have made some life changing phenomenal contributions in the field of medicine. ?ÇÿIn Science we Trust?ÇÖ received recognition, globally as well as in India and took us to Cannes Lions.Another award winning campaign was the Red Line Campaign that promoted the rational use of antibiotics and this was called Lal Lakeer in Hindi. The basic concept was that every consumer should be mindful when he/ she consumes an antibiotic ?Çô every antibiotic strip has a red line on it and the moment people see it they need to be cautious and mindful and rationally use antibiotics. The Red line/ Lal Lakeer campaign was featured in the London Science Museum as part of the AMR awareness week and was acknowledged as an effective awareness campaign.How has the role of corporate communications evolved in the healthcare and pharma sector, especially post-pandemic?Most often healthcare communications is about driving awareness and bringing about a change in behaviour. This can happen when messages are reiterated, and messages are relatable as well as reliable. All of us, our families, are consumers of healthcare. Healthcare is as much personal as it is emotional- and responsible healthcare communication is key. We need to communicate the right messages in the right manner.You?ÇÖve worked extensively on patient advocacy communication. How does Bharat Serums & Vaccines (BSV) integrate patient-centric messaging into its communication strategy?When we draft a patient centric communication, as the word suggests, patience is the key. BSV is one of the few women?ÇÖs health focused companies that delivers science- driven, innovative treatments for several reproductive health challenges in women. We are proud of our first of its kind patented treatment that addresses a rare condition of Rh incompatibility, for instance. A Rh negative mother giving birth to a Rh positive baby has serious implications to the health of the newborn. We have a Rh immunoglobulin that when administered to the mother helps to neutralise this incompatibility in such conditions. But the biggest challenge in India, especially rural India, is the lack of awareness on blood typing ?Çô many women do not know or are unaware of their blood group. This critical insight continues to be our main communication theme and we are taking efforts at district and panchayat levels, working with State Governments and building communication campaigns in regional languages encouraging women to know their blood groups.Access to healthcare for women is yet another critical area that we integrate into our patient-centred communication strategies. As a leading women's health company, BSV encourages women to invest in their own health. Historically it is said that 1 out of every 2 men have access to healthcare, while only 1 out of every 5 women have access to healthcare. We strive to drive more accessibility that is not gender biased but gender agnostic and we do that through awareness campaigns that speak to women of all ages and cater to women from menarche to menopause.Research is in our DNA and our storytelling focuses on the research-driven treatments that we bring to our patients that help save and improve their lives. We are proud to innovate in India, making in India for India and the world. And, science remains our hero in our communication.As a company we are hugely focused on quality being integral to the product and, therefore, aspects of efficacy and patient safety drive our patient-centred communication at BSV. We focus on good manufacturing practices as well as good storage practices and, of course, good quality standards, that strengthen our narrative of bringing best-in-class products to our patients.From a public affairs perspective, how do you see the balance between regulatory compliance and proactive corporate storytelling in the pharma industry?Compliance in pharma is mandatory. In an industry dealing with lives, compliance and responsible storytelling go hand-in-hand. Messages need to be relevant and relatable and factual.As a woman leader in a male-dominated sector, what challenges have you faced in your career, and how have you navigated them?I am fortunate to be surrounded by colleagues who have always guided me, without wearing the gender lens. My supervisors have never spared me because I was the only woman in a team. I have been treated as an equal.Looking back, there have been several learnings throughout my 25+ years of professional journey and most of the time I feel that empathy and mindfulness are very critical when we encourage diversity in a team and weave it in an organisation.Pharma companies often face crisis situations related to product safety or regulatory issues. Can you share a crisis communication strategy that worked effectively?Like I said earlier, honest and truthful responsible communication is the key in an industry that is driven by trust and reputation. This is not a crisis communication strategy, but an imperative to ensure that patients and other stakeholders are aware of the safety, efficacy and quality of products that they consume.The pharma industry is seeing increased collaboration between public and private stakeholders. How do you see this shaping communications strategies?Today, consumers want to be empowered to make their choices and want to take charge of their own health. With this kind of prioritisation, storytelling needs to be factual, credible and compelling. Narratives are formed from intense social media listening and I see the importance of digital and AI in storytelling and reputation management as a critical component in shaping the future of healthcare communications. Simplifying science, sharing real world experiences add to making healthcare communications challenging yet gratifying as this is an industry that truly transforms people?ÇÖs lives and responsible communication is the key.Building awareness, driving disease management through patient groups and multi-stakeholders, creating healthcare subject matter experts who can demystify science and bring science to homes, and finally making the pharma industry an industry of choice where dedicated teams work towards delivering positive impact on human lives are fundamental pegs that is shaping the future of healthcare communications.

In this conversation, Abhinay Kumar Singh, the Founder and Managing Director of Adgcraft Communications, shares insights into the agency's remarkable growth from a two-member team to a 36+ member organization with multiple branches. He discusses the key strategies that have fueled Adgcraft's success, the unique challenges of tailoring PR for early-stage startups, and his leadership philosophy shaped by his commitment to social impact through the YPA Foundation. Abhinay also reflects on navigating challenging campaigns, adapting to diverse client needs, and the trends and technologies set to shape the future of public relations.What key strategies helped Adgcraft Communications grow from a 2-member team to a 36+ member agency with multiple branches?Our journey has been driven by a fundamental belief: "We?ÇÖll Get It Done." This isn?ÇÖt just a motto but a principle that guides every action, ensuring our promises to clients are non-negotiable.From the very beginning, our focus has been on deeply understanding our clients?ÇÖ unique challenges and goals. At Adgcraft, we don?ÇÖt just promote brands; we educate audiences. Through a structured four-month process, we use a combination of PR tools to inform and engage. Transparency, realistic promises, and regular feedback form the foundation of our client relationships, ensuring our strategies deliver meaningful and measurable results.Our team is the backbone of our success. I?ÇÖve prioritized creating a culture where every member feels empowered to learn, grow, and take ownership. What started with just four clients has now expanded to over 120 brands, a testament to our collective passion and dedication.Scaling, for us, has always been about consistency, nurturing relationships, and improving each day. With these values at our core, we?ÇÖre excited to continue this journey, staying true to what brought us here.How does PR contribute to the success of early-stage startups, and how does Adgcraft tailor its approach to them?Established companies often have internal communication teams and rely less on agencies. However, startups?Çökey drivers of India?ÇÖs journey to becoming a $5-trillion economy?Çölook to agencies like Adgcraft as their communication partners.Adgcraft?ÇÖs inception was rooted in the startup ecosystem. While startups secured funding and media attention, their stories often failed to resonate with their target audiences. We saw an opportunity to change that. By crafting narratives that reflect their vision, we help startups connect with the right people, amplifying their stories to achieve impactful results.Our approach is tailored and founder-centric. We take time to understand their journey, their brand?ÇÖs essence, and the challenges they face. As a communication partner, we bridge the gap between startups and their audiences, ensuring their stories are not just heard but remembered.What would you say is the most significant factor behind your success as a leader in the PR industry?Success is never a solo journey?Çöit?ÇÖs shaped by collaboration, learning, and perseverance. For me, the most significant factor has been the privilege of working with exceptional people: inspiring mentors, visionary clients, and a dedicated team.Having worked with over 100 startups?Çömany led by alumni of IITs and IIMs?ÇöI quickly recognized PR?ÇÖs critical role in fuelling growth and innovation. My experience in media and public relations over the last decade inspired me to establish Adgcraft Communications, bridging gaps in strategic communication for emerging businesses.Accolades like the Young Achiever Award 2024 and The Agency Head of the Year 2024 are not just personal milestones but a reflection of my team?ÇÖs hard work and commitment. True success lies in consistency, cultivating strong relationships, and relentlessly driving client success.Can you share a challenging PR campaign and how your team successfully navigated it?Every campaign is unique, shaped by the brand?ÇÖs vision and the hurdles along its journey. Challenges often arise when aligning the brand?ÇÖs story with its audience or managing unforeseen crises.One standout example is our work with CSB, where we brought to life ?Ç£The Kulhad Man of India,?Ç¥ a narrative that resonated nationally. Another campaign involved KlugKlug, where we addressed the sensitive issue of fake followers in influencer marketing, revealing through a report that two out of three followers of influencers are fake.Navigating such challenges requires agility, a deep understanding of the brand?ÇÖs essence, and innovative thinking. By staying grounded in the brand?ÇÖs mission and crafting tailored strategies, we ensure the message reaches the right people with the right impact.With a diverse clientele, from government projects to brands like Chai Sutta Bar and Mad Influence, how does Adgcraft adapt its PR strategies to meet unique client needs?Adapting PR strategies for a diverse client base is an art that combines listening, creativity, and precision. No two clients are the same, and neither are our approaches.Our process begins with a thorough understanding of the client?ÇÖs ecosystem?Çötheir goals, challenges, and target audience. Startups might benefit from influencer collaborations, while heritage brands may need community-driven campaigns. For government projects, the focus might be on awareness and public engagement.The rapid evolution of digital media also demands adaptability. We seamlessly integrate digital and social platforms into our strategies, ensuring our clients stay relevant and connected with their audiences. By tailoring our methods to align with each client?ÇÖs unique journey, we consistently deliver impactful results.How does your commitment to social impact through the YPA Foundation influence your leadership at Adgcraft Communications?The YPA Foundation, which has provided scholarships to 15,000 underprivileged students, is a reflection of my belief in the transformative power of education. Witnessing its impact, especially in rural areas, has profoundly influenced how I lead Adgcraft.Social impact isn?ÇÖt just an add-on; it?ÇÖs ingrained in our DNA. At Adgcraft, we operate with a sense of purpose?Çöchoosing campaigns, clients, and strategies that align with our values of uplifting communities and creating opportunities.For me, true success lies in making a difference. Whether it?ÇÖs empowering our team, helping clients achieve their vision, or giving back to society, these principles guide every decision I make.What trends and technologies do you believe will shape the future of PR, and how is Adgcraft preparing to stay ahead?The PR industry is undergoing a seismic shift, driven by advancements in AI, data analytics, and automation. These tools enable hyper-personalized communication and provide deeper audience insights.At Adgcraft, staying ahead means embracing these innovations while remaining adaptable to changes in audience behaviour and media consumption. From leveraging AI-powered crisis management tools to focusing on digital reputation building, we are aligning our strategies to meet the needs of an evolving landscape.Looking ahead to 2025, we see growth in areas like AI-driven storytelling and real-time reputation management, ensuring brands stay agile and relevant in an ever-changing world.

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

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

In today?ÇÖs fast-paced world, the landscape of public relations and marketing continues to evolve, driven by innovation and the quest for authenticity. Neha Khilnani, the dynamic Founder and CEO of Connekting Dots, embodies this evolution. With a desire to create a fresh narrative within the industry, she transitioned from working within established agencies to forge her own path. In this exclusive interview, Neha shares the inspiration behind her firm, the challenges she faced during its inception, and how she leverages her entrepreneurial spirit to not only meet client needs but also to drive meaningful connections in an ever-changing market. Join us as we delve into her vision and uncover the strategies that have propelled Connekting Dots to success. What inspired you to transition from working with established agencies to founding your own PR and marketing firm, Connekting Dots, and what were some of the key challenges you faced in the early days?The decision to found Connekting Dots came from a desire to redefine PR and marketing with a focus on creativity, adaptability, and a client-first approach. Working in established agencies, I saw how rigid structures often stifled innovation, and I wanted to change that. The early days were challenging, building a team that shared my vision for excellence was tough; and standing out in a competitive market wasn't easy. The pandemic added another layer of difficulty, pushing us to pivot quickly to a digital-first model. However, our resilience allowed us not only to adapt but to thrive, evolving into an agency that goes beyond just connecting the dots we create new possibilities for our clients.                          Your agency has represented a diverse range of high-profile clients across industries. What's your approach to understanding each client's unique needs, and how do you tailor your services to drive business momentum and prosperity?At Connekting Dots, we prioritize understanding our clients through meaningful conversations that go beyond business objectives. By delving into their brand values, target audiences, and industry challenges, we create customized strategies that truly align with their vision. Our approach fosters deep-rooted partnerships built on trust and collaboration. We don?ÇÖt just offer services; we craft transformative strategies that drive sustainable growth. Our meticulous planning ensures that we exceed expectations and deliver results that resonate with our client's long-term goals, helping them navigate the complexities of their industries with confidence.Connekting Dots has expanded rapidly since its inception. What are your strategies for maintaining quality control and consistency across client relationships as the agency grows?Growth is only valuable if it?ÇÖs built on a foundation of unwavering quality and consistency. At Connekting Dots, we?ÇÖve instituted meticulous processes, from clear communication channels to dedicated points of contact for every client, ensuring that our relationships and experiences remain as personal as they are professional. Our Standard Operating Procedures (SOPs) are not just guidelines; they are rooted in principles of excellence that our team adheres to across all engagements.To further maintain quality control, we prioritize continuous learning and development, with our team constantly evolving and refining their skills to embrace the latest industry trends. We actively seek client feedback to adapt our processes to their changing needs, while rigorous internal quality checks ensure we consistently exceed expectations. This comprehensive approach empowers us to deliver exceptional results that not only meet standards but set them.You've been recognized for your exceptional leadership and influence in the PR and marketing industry. What advice would you give aspiring entrepreneurs and professionals looking to make a mark in this field?Thank you for the kind recognition. For aspiring entrepreneurs and professionals looking to make a mark in PR and marketing?Çöor any industry?Çömy biggest piece of advice is to embrace resilience and consistency. This industry demands adaptability, so being able to pivot quickly and adopt new tools, trends, and platforms is key to staying relevant. Never stop learning, but also never compromise on quality; 80% effort is simply not enough.Building meaningful relationships is equally crucial. Whether with clients, media, or your team, strong relationships founded on trust and collaboration can set you apart. Understanding your client's brand on a deep level is essential, PR isn't just about promotion; it's about storytelling and creating genuine value for a brand. Lastly, be patient and persistent. Success doesn?ÇÖt happen overnight. Focus on delivering quality consistently, and the results will follow. It?ÇÖs about doing the work, even when the outcomes take time to manifest. With plans to establish offices in international markets like the UK and Dubai, how do you envision Connekting Dots adapting to diverse cultural and market landscapes?As we plan to establish offices in international markets, Connekting Dots will embrace this expansion with the same adaptability and foresight that have defined our growth thus far. We recognize that each market presents unique challenges and opportunities, and we are committed to not just adapting but leading in these new environments.Our approach will focus on deeply understanding cultural nuances, local consumer behavior, and market dynamics. By tailoring our strategies to reflect the diverse fabric of each region, we will ensure that our global footprint is marked by the same commitment to excellence that drives us at home. We?ÇÖre not merely bringing our expertise abroad; we?ÇÖre evolving it to meet the specific needs of each market, fostering relationships and delivering impactful results that resonate with local audiences.As a multifaceted individual with passions beyond your professional role, how do you balance your personal interests (such as travel, fitness, and sports) with the demands of leading a thriving agency?Balancing the demands of leading a thriving agency like Connekting Dots with personal passions requires intentionality and a clear sense of priorities. It?ÇÖs not about compromise; it?ÇÖs about integration. For me, travel, fitness, and sports are not just hobbies?Çöthey are integral to my professional excellence. They fuel my creativity, sharpen my focus, and provide fresh perspectives that I bring back into the business.Maintaining a balance between work and personal passions is crucial for long-term success, both professionally and personally. I make time for these activities because they enhance my productivity and allow me to approach my work with renewed energy. Discipline in time management is essential, but so is the courage to step back when needed. I prioritize my interests with the same rigor as my professional commitments, ensuring that I can give my best in both areas. It?ÇÖs about setting boundaries and being disciplined, so I can thrive as both a leader and an individual.

In this competitive and fast-paced world, a brand makes a name for itself through two most crucial factors ?Çô trust and integrity. While employees are the backbone of any organization, it is truly ?Çÿbrand resilience?ÇÖ that has emerged as one of the most critical assets a company can possess. The market is hyper-competitive at the moment; hence, a strong brand reputation is not just desirable?Çöit?ÇÖs essential. It is something that a brand just cannot do without!But what does brand resilience truly mean? At its core, brand resilience refers to a company?ÇÖs ability to withstand crises, adapt to changing market conditions and emerge stronger from reputational challenges. While navigating through an ever-evolving digital landscape, the importance of brand resilience has never been more pronounced. The ability to recover from a crisis or to safeguard a brand's reputation in general is crucial in maintaining long-term success and ensuring that the brand equity is not impacted.Why Brand Reputation MattersThis is the most important question that needs to be addressed. Many will argue that brand reputation is good to have and if a product is selling, then a mere negative article, or an episode of the brand being trolled on social media will not have an impact on the brand cachet. However, there are numerous recent examples of a single social media post drastically denting the brand reputation and pulling down share prices.It will be rightful to say that reputation serves as the foundation of customer trust, influencing everything from purchasing decisions to long-term brand loyalty. Consumers today are empowered with more information than ever before, and they are quick to hold brands accountable for their actions. A positive reputation distinguishes a brand from its competitors, making it more likely to survive disruptions or crises. Whether you?ÇÖre a multinational corporation, a listed venture or a young startup trying to make its place in the minds of consumers, maintaining a positive brand image is key to thriving in today?ÇÖs digital and interconnected world.How Crises Impacts Brand ReputationAny unexpected event that poses a significant threat to a company?ÇÖs operations, reputation, or financial standing can be called a crisis. Crises can range from product recalls and corporate scandals to data breaches and even public relations missteps. Over time, the nature of these crises has evolved, particularly with the rise of digital platforms and social media. In the past, a crisis might be confined to a news cycle or localized to a specific region. However, today, thanks to the global reach of digital and social channels, any brand crisis can become a viral event within hours.Today, crises can knock the doors of a brand anytime. Whether a brand is consumer facing or not, the fear of crises is real for all. As mentioned above, crisis can take many forms- from operational crises where product defects, supply chain disruptions, or service failures directly impact customers, to ethical crises where scandals involving corporate ethics, such as fraud, environmental harm, or labour violations. Data breaches, cyberattacks, or technological failures that compromise customer data or security are also a major threat. Today, the face of a crisis is multi-dimensional. And so are negative media coverage, social media backlash, or controversies sparked by poor communication or behaviour. Impact Of A Reputation CrisisA reputation crisis can have far-reaching consequences. It can shake the very foundation of a brand's market position, erode customer trust and severely impact financial performance. Customers are likely to turn to competitors if they perceive a brand to be unreliable or unethical. Additionally, stock prices can plummet, and long-standing business relationships can be strained. The loss of trust is perhaps the most damaging impact of a reputation crisis?Çöonce lost, it can take years to rebuild.This explains why reputation is key to a brand?ÇÖs success. A strong reputation creates a buffer that can help brands weather crises, whereas a weak or tarnished reputation can lead to a rapid downfall.How To Undo The Damage when you are engulfed with an unavoidable crisisEffective crisis communication is extremely crucial in mitigating the damage caused by a reputation crisis. There are various ways in which a brand can navigate a crisis. Firstly, it?ÇÖs important to acknowledge the crisis quickly. A swift yet well thought through acknowledgment of the issue demonstrates responsibility and helps control the narrative. It is important to do a thorough analysis before putting out the response on behalf of an organization. Next, open communication and transparency is crucial. Brands must provide accurate information to stakeholders, clearly stating what went wrong and how they are addressing it. Thirdly, the brand needs to take responsibility. Deflecting blame can worsen the situation. Brands must take ownership of their actions and communicate how they plan to make amends.  It?ÇÖs equally important to outline a plan of action, where the brand needs to provide details about how the issue will be resolved, reassuring stakeholders that the situation is under control. The brand needs to be put together a crisis communications team and ensure it has one designated spokesperson for managing the external conversations. This helps in better narrative setting.Lastly, monitoring feedback by keeping track of social media, news outlets and customer feedback to address concerns is important. If the brands keep track of the social sentiment, it can gauge initial signs of issues that may go unnoticed. It can, in turn, help to nip some crisis in the bud.Rebuilding Trust And Reputation Post-CrisisOnce the crisis is managed, brands must focus on rebuilding trust. This involves consistent and positive engagement with customers, implementing reforms and demonstrating that the company has learned from its mistakes. The company must show customers that the brand is committed to rectifying the situation and delivering on its promises. It also needs to use the crisis as an opportunity to make positive changes, whether through improved policies, better products, or enhanced customer service. Positive testimonials and endorsements from loyal customers can help repair a damaged reputation. Also, the company?ÇÖs top management should focus on setting and reinforcing the positive narrative via a well thought through PR and digital campaigns.The Double-Edged Sword Of Social MediaSocial media plays a significant role in managing crises today, but it carries its own set of troubles. While social media platforms allow brands to quickly communicate with customers and correct misinformation, they also provide a breeding ground for fake news and negative publicity. Brands must be vigilant in monitoring social media, responding to inquiries and correcting false information promptly. They should focus a lot more on active listening to address any misinformation, disinformation and fake news.Demonstrating Responsibility And AccountabilityDuring and after a crisis, demonstrating responsibility is crucial to regaining trust. This can be done by making public commitments to improve, resolving the issue with the concerned parties and showing genuine concern for the well-being of stakeholders. To ensure a crisis doesn?ÇÖt occur again, it?ÇÖs important to implement preventive measures. Conducting a post-crisis analysis can help identify what went wrong and what changes are needed. This may involve strengthening internal processes, retraining employees or revising company policies.Consistent Messaging And Customer LoyaltyConsistency in messaging during a crisis is key to maintaining brand integrity. Mixed messages can confuse and frustrate stakeholders. They can negatively impact the brand reputation rather than strengthening it, as customers will not be clear about the brand purpose and focus.Also, customer loyalty programs can enhance brand resilience by rewarding customers for their continued trust and engagement. Brands with strong loyalty programs tend to recover faster from crises because they have an established base of loyal customers. Long-Term Reputation ManagementBrand resilience is not just about surviving a crisis but maintaining a strong reputation over the long term. This requires ongoing efforts to uphold ethical practices, continuously engage with stakeholders and adapt to evolving market conditions. By learning from past mistakes, maintaining transparency and continuously engaging with customers, brands can recover from crises and emerge stronger than ever. The importance of brand resilience cannot be overstated?Çöit is the key to long-term success, helping businesses weather storms, rebuild trust and maintain a strong market position.

The PR Post is excited to introduce its new column, PR ACE, dedicated to spotlighting young PR leaders and their journeys. In this edition, we feature Vidhi Shah, Co-Founder of Synapse PR. With 17 years of experience in public relations, Vidhi has evolved from roles in PR and corporate communications to launching Synapse PR, where she brought her vision of tailored, client-focused PR to life. In this engaging interview, Vidhi discusses the key lessons she?ÇÖs learned, pivotal career moments, and her approach to leadership and mentorship in the PR industry. She also shares insights into how Synapse PR develops bespoke strategies for diverse clients, the latest trends shaping Indian PR, and how AI will impact the future of public relations.How has your career evolved over the years, and what key lessons have you learned along the way?Over the past 17 years, I've progressed from working in PR and corporate communications to founding Synapse PR, where I turned my vision of bespoke, client-focused PR into reality. A key lesson I've learned is adaptability?Çöwhether it's changes in media, client needs, or new platforms, staying flexible has been essential. Building strong, long-term relationships has also been crucial, with trust and consistency being the foundation of success.Can you describe the defining moment in your career that shaped your approach to public relations?The defining moment came early in my career when I realized PR wasn?ÇÖt about following a set formula, but about crafting stories that truly resonate with audiences. A campaign we worked on transformed a small brand into a household name, showing me the power of authentic connections. This experience shaped my belief in a tailored, non-template-driven approach, which continues to guide Synapse PR today.What motivates you to mentor emerging professionals in the field of public relations? What advice would you give to young professionals who aspire to become leaders in the public relations industry?Having built Synapse PR from the ground up, I know the challenges first-hand, and want to share what I?ÇÖve learned to help others succeed. My advice to young professionals is to stay curious and always keep learning, as PR is constantly evolving. Also, building strong relationships is key?ÇöPR is a people-driven business, and those connections can greatly impact your career.Synapse PR has a diverse client base spanning various industries. How do you approach developing tailored PR strategies for clients in different sectors?At Synapse PR, we pride ourselves on NOT taking a one-size-fits-all approach. Each client comes with its own set of challenges, objectives, and industry nuances, which means every strategy we develop is bespoke. We begin with deep research to understand the industry landscape, competitors, and unique selling points of the client. For example, when we work with tech brands, we focus on innovation and thought leadership, while for lifestyle brands, the emphasis is more on aspirational storytelling. Our adaptability across sectors has been key to retaining clients for over a decade and more! What are the latest trends that define the Indian PR industry?The Indian PR industry is evolving rapidly, and several trends are shaping its future. First, the rise of digital PR and influencer marketing has taken centre stage. The focus has shifted from traditional media outreach to creating impactful, multi-platform campaigns that leverage social media and online influencers. Another trend is the sustainability and purpose-driven communication are also becoming more significant, with brands now expected to stand for something beyond just profits. Finally, the integration of content marketing with PR is playing a pivotal role, as brands seek to create more owned content that can be distributed through various channels.How do you think AI will impact the PR industry in the days ahead?AI will transform PR, particularly media monitoring, sentiment analysis, and content personalization, offering real-time insights and trend predictions. It will automate the repetitive tasks like report generation, freeing up PR teams for strategic work. However, AI won't replace the human touch?Çöcreativity, storytelling, and relationship-building will remain essential. The future lies in the collaboration between AI and human expertise for more innovative PR strategies.

In an exclusive interaction with Adgully, Vikram Kharvi, CEO of Bloomingdale PR, speaks at length about how Bloomingdale differentiates itself from other PR firms in terms of strategy and client engagement. He also discusses the key challenges the PR industry faces in attracting and retaining top talent, especially in a rapidly evolving communications landscape, the growing popularity of podcasts in India, and how PR agencies can tap into the audio revolution to effectively reach targeted audiences and craft compelling brand stories, and more.How does Bloomingdale differentiate itself from other PR firms in terms of strategy and client engagement?At Bloomingdale PR, our approach is anchored in a deep understanding of each client?ÇÖs unique challenges and opportunities. We don?ÇÖt believe in one-size-fits-all solutions. Instead, we tailor our strategies to align with our clients?ÇÖ specific business objectives, ensuring that every campaign is not just about visibility but about driving real business outcomes.Our differentiation lies in our ability to integrate traditional PR principles with modern digital techniques. This combination allows us to craft comprehensive narratives that resonate across various platforms, whether it?ÇÖs through earned media, influencer collaborations, or direct digital engagement.Moreover, our client engagement model is built on transparency, partnership, and constant innovation. We see ourselves not merely as service providers but as strategic partners invested in our clients?ÇÖ long-term success. This means we are proactive, continuously looking for new opportunities to add value, and always willing to go the extra mile to exceed expectations.Our team?ÇÖs diverse industry experience and our commitment to lifelong learning ensure that we stay ahead of trends and bring fresh, impactful ideas to the table. We pride ourselves on being adaptable, creative, and deeply committed to helping our clients not just navigate but thrive in an ever-evolving media landscape.Having worked as a Senior Reporter at the Indian Express Group, how has your journalism background informed your approach to PR and communication strategies?My experience as a Senior Reporter at the Indian Express Group has profoundly shaped my approach to PR and communication. Journalism taught me the value of storytelling?Çöhow to craft narratives that are not only compelling but also resonate deeply with the intended audience. This background gives me a unique perspective when it comes to understanding what the media is looking for, how stories are built, and what makes them newsworthy.In PR, this translates to a strategic approach where I prioritize clarity, relevance, and impact. I understand the pressures and deadlines that journalists face, which helps me craft pitches and stories that are timely, precise, and aligned with their editorial needs. This insight has allowed me to build strong, trust-based relationships with the media, ensuring that our clients?ÇÖ messages are not just heard but amplified in the right ways.Furthermore, my journalism experience instilled in me a deep commitment to truth and integrity, which I carry into my PR practice. I believe that authentic communication?Çögrounded in honesty and transparency?Çöis the most powerful tool for building and sustaining reputations.In essence, my journalism background has equipped me with a keen sense of what works in the media world and how to leverage that knowledge to create communication strategies that are both effective and ethical. It?ÇÖs about bridging the gap between the story and the audience, ensuring that our clients?ÇÖ messages cut through the noise and make a lasting impact.How has your experience as a Senior Vice President at Adfactors PR influenced your leadership style and strategy at Bloomingdale?My tenure as a Senior Vice President at Adfactors PR was instrumental in shaping both my leadership style and strategic approach at Bloomingdale PR. Leading diverse teams and managing high-stakes projects across various sectors at Adfactors taught me the importance of adaptability and the power of a collaborative leadership approach.At Adfactors, I learned that effective leadership is about empowering your team?Çöproviding them with the tools, guidance, and trust they need to excel. This belief is at the core of my leadership style at Bloomingdale. I focus on fostering a culture where every team member feels valued and encouraged to bring innovative ideas to the table. By creating an environment of mutual respect and continuous learning, I ensure that our team is always motivated and aligned with our clients?ÇÖ goals.Strategically, my experience at Adfactors has ingrained in me the importance of being client-centric and results-driven. Handling large accounts and complex communications challenges honed my ability to develop strategies that are both comprehensive and flexible, allowing us to navigate the dynamic landscape of PR with agility. At Bloomingdale, this translates into a strategy that is deeply informed by data, yet creative in its execution?Çöalways with a sharp focus on delivering measurable outcomes for our clients.Moreover, my role at Adfactors reinforced the value of long-term thinking in client relationships. I?ÇÖve carried this forward into Bloomingdale, where we aim not just to meet immediate client needs but to build enduring partnerships that contribute to their sustained success.In essence, my experience at Adfactors PR has provided me with a solid foundation of strategic insight and leadership acumen, which I now leverage to steer Bloomingdale PR toward greater heights, ensuring we remain at the forefront of the industry.You?ÇÖve worked extensively with SaaS, technology, and B2B enterprises. What trends do you see emerging in these sectors, and how should PR strategies evolve to meet these changes?The SaaS, technology, and B2B sectors are evolving rapidly, driven by advancements in AI, automation, and data analytics. One of the key trends I?ÇÖm observing is the increasing demand for personalized, customer-centric solutions. Companies are moving away from generic offerings and are instead focusing on tailoring their products and services to meet the specific needs of their customers. This shift is also reflected in the growing emphasis on customer success as a critical business function.Another significant trend is the convergence of technologies?Çösuch as AI, machine learning, and the Internet of Things (IoT)?Çöwhich is leading to the creation of more integrated and intelligent solutions. This convergence is transforming how businesses operate, making them more efficient and enabling them to derive deeper insights from their data.In the B2B space, there?ÇÖs a clear move towards digital transformation, with companies increasingly adopting cloud-based solutions to enhance agility and scalability. This digital shift is also changing the buying journey, with decision-makers relying more on digital content and peer reviews before making purchasing decisions.Given these trends, PR strategies need to evolve to stay relevant and impactful. Firstly, PR must become more data-driven. Understanding the metrics that matter to your audience and using these insights to shape your narrative is essential. This means PR professionals need to be comfortable with analytics and able to translate data into compelling stories.Secondly, as businesses demand more personalized solutions, PR strategies should also become more targeted. It?ÇÖs no longer enough to broadcast a message broadly; instead, we need to engage with specific segments of the market through tailored content and channels. This requires a deep understanding of the buyer persona and the ability to craft messages that resonate on a personal level.Thirdly, thought leadership will continue to be a crucial component of PR in these sectors. With the pace of technological change, companies that position themselves as innovators and thought leaders will stand out. This involves not just creating content that educates and informs but also actively participating in industry conversations?Çöwhether through media placements, speaking engagements, or social media.Lastly, PR strategies should embrace the power of digital tools, from AI-driven media monitoring to social listening and automated content distribution. These tools can help us be more responsive and adaptive in our approach, ensuring that we can meet the fast-changing needs of the SaaS, technology, and B2B landscapes.At Bloomingdale PR, we?ÇÖre constantly refining our strategies to align with these trends, ensuring that our clients are not just keeping up with the changes but are leading the way.What are the key challenges the PR industry faces in attracting and retaining top talent, especially in a rapidly evolving communications landscape?The Indian PR industry faces several ground-level challenges in attracting and retaining top talent, particularly in today?ÇÖs fast-evolving communications landscape.Firstly, the allure of startups has grown significantly. Startups often attract talent with the promise of innovation, flexibility, and the excitement of building something new from the ground up. They offer a sense of ownership and direct impact that can be incredibly appealing, especially to younger professionals.Flexibility is another key factor. Startups and in-house roles are increasingly seen as offering more flexible working conditions compared to traditional PR agencies, which can be more rigid in their structure. The appeal of work-from-home options, flexible hours, and a better work-life balance often draws talent away from the agency life.There?ÇÖs also a perception that in-house roles come with less pressure than agency work. Many professionals believe that working for a single brand allows for deeper focus and less of the ?Çÿalways-on?ÇÖ mentality that PR agencies demand. This perception, whether true or not, makes in-house roles, especially in established companies, more attractive.Additionally, many women leaders in the industry face the tough decision of stepping back or taking breaks to manage family responsibilities. The lack of sufficient support systems within agencies to accommodate these needs can result in losing highly experienced and talented professionals.Innovation within the PR industry is also a concern. The industry is sometimes slow to adopt new technologies and approaches, leading to a sense of stagnation among top talent who crave the excitement of working on the cutting edge. Without fresh, dynamic environments, we risk losing creative minds to industries that are more forward-thinking.Lastly, the high-pressure nature of PR, with its relentless pace and the expectation to be always available, leads to fatigue and burnout. This ?Çÿalways-on?ÇÖ culture is unsustainable for many, pushing them to seek roles that offer a better balance between work and personal life.At Bloomingdale PR, we recognize these challenges and are actively working to create a supportive, flexible, and innovative environment that not only attracts top talent but also ensures they can thrive and grow with us for the long term.What strategies can PR firms implement to attract and retain top talent, especially in digital and social media, where the demand for expertise is rapidly growing?To attract and retain talent, Indian PR firms need to adopt several strategic approaches:1. Focus on Competitive Compensation and Recognition:While offering flexible work hours and remote work can be challenging for PR consultancies, providing competitive salaries and robust recognition programs can go a long way. A clear and transparent system of rewards, bonuses, and public acknowledgment for exceptional work can help bridge the gap and keep talent motivated and engaged.2. Invest in Continuous Learning and Development:Digital and social media trends evolve quickly, and professionals in these fields need to stay ahead of the curve. PR firms should provide regular training, certifications, and opportunities for employees to learn and grow, keeping their skills sharp and relevant.3. Foster a Culture of Innovation:To attract creative talent, firms must cultivate an environment where innovation is encouraged and rewarded. This means giving teams the freedom to experiment with new tools, platforms, and strategies without the fear of failure.4. Create Clear Career Progression Paths:Talented individuals need to see a future within the organization. PR firms should map out clear, achievable career paths that allow digital professionals to advance based on their performance and contributions.5. Promote a Collaborative and Inclusive Workplace:Building a workplace culture that values collaboration, diversity, and inclusion can significantly enhance job satisfaction. When employees feel valued and part of a supportive community, they are more likely to stay long-term.6. Leverage Employee Advocacy:Encouraging current employees to share their positive experiences and the innovative work they?ÇÖre doing can help attract like-minded talent. Employee testimonials and case studies showcasing the firm?ÇÖs work in digital and social media can be powerful recruitment tools.With the growing popularity of podcasts in India, how can PR agencies tap into the audio revolution to effectively reach targeted audiences and craft compelling brand stories?The surge in podcast consumption in India presents a unique opportunity for PR agencies to connect with targeted audiences in a more intimate and engaging way. Here?ÇÖs how PR agencies can tap into this audio revolution:1. Develop Branded Podcasts:PR agencies can collaborate with clients to create branded podcasts that align with their brand narrative. These podcasts can delve into industry insights, thought leadership, and customer success stories, offering value-driven content that resonates with the target audience. By creating content that listeners can relate to, brands can build deeper connections and enhance brand loyalty.2. Leverage Guest Appearances:Positioning key client spokespeople as guests on popular podcasts in their industry can significantly enhance visibility and credibility. This strategy allows clients to tap into established audiences and share their expertise, thereby elevating their thought leadership in the market.3. Sponsorship and Advertising Opportunities:Sponsoring popular podcasts that align with the brand?ÇÖs values and target audience can be an effective way to reach a specific demographic. Additionally, placing targeted ads within relevant podcasts can help reinforce brand messaging in a more natural and less intrusive manner compared to traditional advertising.4. Create Podcast-Specific Content Strategies:PR agencies should develop content strategies specifically for the podcast format. This includes creating teaser content for social media, developing show notes and blogs that expand on podcast episodes, and leveraging podcast content in other PR and marketing campaigns. Repurposing podcast content into multiple formats can maximize reach and engagement.5. Engage with Niche Audiences:Podcasts often cater to niche audiences with specific interests. PR agencies can help brands identify and engage with these niche communities by crafting stories and content that speak directly to their needs and interests. This targeted approach can lead to more meaningful engagement and higher conversion rates.6. Measure Impact and Adapt:Like any PR initiative, it?ÇÖs crucial to measure the impact of podcast-related activities. Tracking metrics such as listener engagement, shares, and conversions can provide insights into what?ÇÖs working and where adjustments are needed. This data-driven approach ensures that podcast strategies remain effective and aligned with client goals

Political and social awareness have become important issues and today?ÇÖs customers demand brands to take the side on certain topics. It is no longer enough for consumers to view a company as credible and caring about the society; they also want the company to be ethical. However, it is not easy to manoeuvre on this landscape. Striking a balance between advocacy and brand is not an easy task, but it entails understanding audience needs, being real and consistent, being transparent, considering risk factors, and controlling for such scrams as may occur at the event. Authenticity and ConsistencyThere is no greater rallying point than being genuine to who one is or to the position one holds. Corporate organisations have to have these convictions for the causes they associate their brands with and let consumers perceive the action as being influenced by dollars and times. The point is that the concept of authenticity is rooted in a brand?ÇÖs values and its historical background as well as in the brand?ÇÖs reason for being. For instance, a firm that has waged a PR campaign for environmentalism for years can credibly demand climate change than a company that started publicizing only with that theme recently. Consistency is very important. If a brand decides to take a side, it should be consistent with that decision, in actions and messages. This consistency makes consumers trust the specific brands as they seek to associate themselves with those whose values are not likely to change. If a brand is not consistent in its social issue intervention, then it is falsifying its image to the public and this is detrimental to consumers?ÇÖ confidence in the brand. Know Your AudienceKnowing your audience is crucial when speaking in political or social causes. A brand needs to know what its customers or stakeholders value, believe and expect. The analysis of the audience ensures that it is possible to identify those topic areas that are of most interest to the target demographic and therefore where the brand will be most effective in its advocacy of social causes. However, it is crucial to remember that not all the niche customers will share the brand?ÇÖs opinion on all the significant matter. Thus, for brands there is always the risk of controversy and as such they should always consider the pros and cons of having advocacy. All these dynamics can be well-balanced only provided the manager possesses profound knowledge of the audience?ÇÖs values and is open to a direct conversation with it. Transparency and AccountabilityIn the age of social media, transparency is no longer optional it?ÇÖs a necessity. Brands that engage in advocacy must be transparent about their motivations, intentions, and the actions they take to support their chosen causes. This transparency helps to build credibility and allows consumers to hold brands accountable for their commitments. Accountability goes hand in hand with transparency. Brands must not only communicate their advocacy efforts clearly but also be prepared to measure and report on their progress. Whether it?ÇÖs through regular updates, reports, or public statements, being accountable demonstrates a brand?ÇÖs commitment to the cause and reinforces its integrity. Risk AssessmentAdvocating for political or social issues comes with inherent risks. Brands must carefully assess these risks before taking a public stance. This assessment should include evaluating the potential impact on the brand?ÇÖs reputation, customer base, and bottom line. It?ÇÖs crucial to consider how a particular stance might resonate with different segments of the audience and the broader public. Brands should also consider the potential long-term effects of their advocacy. While taking a stand on a controversial issue might generate immediate attention, it could also lead to prolonged scrutiny or negative publicity. A thorough risk assessment can help brands anticipate challenges and develop strategies to mitigate them. Crisis ManagementEven with careful planning, advocacy can sometimes lead to unexpected crises. A brand might face backlash from consumers, media, or other stakeholders, and how it responds in these situations is critical. Effective crisis management involves having a clear plan in place that outlines how the brand will address criticism, clarify its position, and reinforce its commitment to the issue at hand. During a crisis, it?ÇÖs important for brands to remain calm, communicate clearly, and avoid being defensive. A well-prepared crisis management strategy can help turn potential setbacks into opportunities for further engagement and demonstrate the brand?ÇÖs resilience and commitment to its values. Balancing advocacy with brand integrity in public relations is a delicate but essential task in today?ÇÖs socially conscious world. Brands that successfully navigate this landscape do so by being authentic, consistent, and transparent, while also understanding their audience, assessing risks, and being prepared to manage crises. When done right, advocacy can enhance a brand?ÇÖs reputation, build stronger connections with consumers, and contribute to meaningful social change.DISCLAIMER: The views expressed are solely those of the author and do not necessarily reflect the views of ThePRPost.com.

With journalists?ÇÖ inboxes overflowing with pitches, PR professionals face the daunting task of securing the required press coverage. To cut through the noise, they must create compelling pitches that truly capture attention and stand out. In this article, industry experts reveal their secrets for crafting standout media pitches that resonate with journalists and secure coveted coverage.It's important to think like a journalist and put yourself in their shoes to enhance your pitch, opines Manish Sharma, Co-Founder and Director, Key Communications.?Ç£Pitches that resonate with the journalists?ÇÖ beat, are specific to the sector, and relevant to their audience are highly appreciated. Journalists share stories that appeal to a wide audience, so they should be intriguing and relevant. It's essential to strike the right balance by providing just the right amount of information: concise and clear. When structuring the pitch, use the inverted pyramid method, starting with the most significant and attention-grabbing details and then delving into more specific information. Creating curiosity among journalists with your pitch, using catchy words, and highlighting groundbreaking points can make it exclusive and reduce the chances of failure,?Ç¥ says Sharma. <img src='https://erp.adgully.me/artical_image\1a5faa1e040dba5e75078dbefb787cbe.jpeg' class='content_image'>For Sandeepa Santiago, Intrapreneur and Head of Project Management & Communications, CommsCredible, investing time to research and understand the journalist or media outlet is a crucial step to creating a powerful media pitch.?Ç£I try to familiarise myself with the previous articles and topics covered by the journalist. I customise the pitch to align with the media?ÇÖs specific interests. Additionally, I try to incorporate an interesting story hook to highlight the newsworthiness and relevance of the story angle. Including statistics and anecdotes to validate my idea, if possible, significantly improves my chances of success,?Ç¥ Santiago explains. <img src='https://erp.adgully.me/artical_image\ba88375eaad9e19035012e02536f0793.jpeg' class='content_image'>"When crafting a pitch, we focus on a brief snapshot of the larger story and its impact, which can capture the journalist?ÇÖs attention," says Shailesh Goyal, Director, Simulations Public Affairs Management Services Pvt Ltd.?Ç£It is essential to consider their target audience and what may appeal to them. For instance, the same event may need to be pitched differently to journalists covering different beats. We also realise that journalists are pressed for time, so we make it a point to keep the pitch crisp and to the point,?Ç¥ adds Goyal. <img src='https://erp.adgully.me/artical_image\9faefaff347526cda30de1bc60b6ce2e.jpeg' class='content_image'>Girisha Chauhan, Account Director at 80dB Communications Pvt Ltd, emphasizes the importance of aligning pitches with journalists?ÇÖ interests. ?Ç£To create a pitch that resonates, I research their recent articles to understand their preferred topics and angles. Identifying potential hooks like company growth, key announcements, or current industry trends is crucial. A concise, clear pitch with a timely connection to current events strengthens the story,?Ç¥ she notes. <img src='https://erp.adgully.me/artical_image\1d9351e98578d07d4a96b28e438e4aa2.jpeg' class='content_image'>Dr Navneet Anand, Founder & Director, GreyMatters Communications & Consulting, believes that good research forms the fundamental basis to ensure the pitch is rich in uniqueness and piques the interest of the journalist.?Ç£At GreyMatters, we spend significant time understanding journalists' needs. We know they are hungry for compelling narratives, and the best way to draw their attention is by proposing a pitch that is novel, fact-rich, and relevant to their specialization. For a newspaper reporter, the pitch must have a news angle; for a magazine, it should convey a trend; and for a TV reporter, a visual asset is critical,?Ç¥ says Anand. <img src='https://erp.adgully.me/artical_image\5cb45fd7a61829a84f201b0d4c14cbd8.jpeg' class='content_image'>Handling RejectionsHow do PR professionals handle rejection or a failed pitch, and what do they learn from the experience? It?ÇÖs a fact that not all pitches translate into stories, and rejection is part of the process.?Ç£Rejections are part of the game and need not cause heartbreak,?Ç¥ says Goyal. ?Ç£Often, genuinely good pitches are dismissed due to bad timing or reasons beyond our control. If a pitch doesn?ÇÖt elicit a good response, we try to figure out where we may have erred?Çöwas the subject line not good enough? Could the pitch have been explained better? We learn to take this in stride and improve next time. It?ÇÖs also important to have a backup plan, such as an alternate angle or another publication.?Ç¥Manish Sharma adds: ?Ç£Rejections can be seen as valuable feedback rather than a dead end. A failed pitch presents an opportunity for improvement and learning. By analyzing the reasons for rejections, we can redefine our approach and effectively handle failure.?Ç¥Sandeepa Santiago says that if her story pitch is rejected, she makes an effort to understand why it didn?ÇÖt resonate. "This helps me better customize my pitch in the future to align with their interests. My goal is to collaborate with the media, rather than pushing my story onto them.?Ç¥If a journalist rejects a pitch, Girisha Chauhan takes the opportunity to ask for feedback or learn why it wasn?ÇÖt a fit. "This helps me adjust future pitches. Sometimes, if relevant data isn?ÇÖt available immediately, I pause, gather more details, and circle back later. Every rejection is a learning moment to improve my approach.?Ç¥Dr Navneet Anand believes every failure is a lesson and a challenge to self-introspect to avoid repeating mistakes.Key skill-setsWhat are the most important skill sets or traits a PR professional should possess?According to Dr Navneet Anand, a PR professional must have an abiding belief in the power of knowledge. "In our intensely knowledge-driven environment, it?ÇÖs vital to be equipped with relevant information to earn respect from journalists and clients.?Ç¥As we move ahead in the digital era, Manish Sharma notes that technologies and AI are disrupting PR offerings, but a human-centric approach remains crucial. ?Ç£Communicating with empathy, practicing active listening, and paying attention to detail are key traits for effective PR,?Ç¥ he adds.Shailesh Goyal highlights qualities like a winning attitude, patience, and a strong news sense as essential for success in PR. ?Ç£Without these qualities, it?ÇÖs hard to make a mark in this profession.?Ç¥Sandeepa Santiago emphasizes that effective storytelling is the cornerstone of successful PR. ?Ç£A PR professional must communicate complex story ideas clearly and captivatingly. Research is the backbone of storytelling, enabling the development of effective communication strategies.?Ç¥Dealing with Failed PitchesWhen a story pitch fails to take off, PR pros must think creatively to secure media coverage.Sandeepa Santiago recounts a recent experience involving one of her retail FMCG clients. ?Ç£We were in discussions for a feature story, but the client was unwilling to share critical information. We pivoted, engaging in dialogue with the journalist and proposing an alternative story angle that aligned with their interests while highlighting my client?ÇÖs focus. After ensuring a unique spin, we ultimately secured a relevant story,?Ç¥ she recalls.Manish Sharma shares a similar sentiment: ?Ç£Creativity is at the core of preparing a media pitch. We research industry trends to generate ideas and take calculated risks for breakthrough results. In one instance, we crafted a compelling narrative from a client?ÇÖs social media posts on 'Gender Neutral Toilets,' which garnered widespread media coverage.?Ç¥Shailesh Goyal cites a recent example where they approached a milestone sales figure differently, presenting it as a story about job creation and its impact on the local economy, securing valuable media coverage.One time, Girisha Chauhan says she personally flew to another city to meet with editors and secure a face-to-face introduction on behalf of a client. "Establishing a personal connection, consistently following up, and offering exclusive insights helped me build relationships with key editors. I tailored my pitches to align closely with their editorial needs and interests, which eventually resulted in valuable media coverage in major publications. This creative approach of personal engagement, along with a unique angle, proved to be a game-changer."Dr Navneet Anand recounts: ?Ç£When a big hospital asked us to create media coverage around Asthma Day, we coordinated with Delhi Police to screen traffic personnel, resulting in startling findings that made for great media stories.?Ç¥Image by Gerd Altmann from Pixabay

From CrowdStrike?ÇÖs update snafu to Disney?ÇÖs Nullbulge nightmare, recent headlines underline a critical truth: technical glitches and cyber attacks can erupt in a PR inferno. But fear not, fellow communicators! In this feature report, Adgully delves into the art of crisis communication, equipping you with the strategies and tactics to navigate even the stormiest PR waters. Learn how to build trust, mitigate damage, and emerge stronger from the other side.What are the key takeaways from both the incidents?Thorough testing and validation processes are crucial before deploying software updates, especially in critical systems like cybersecurity, says Bhaskar Majumdar, Co-originator, CommsAdda. ?Ç£Robust cybersecurity measures and continuous monitoring are essential to detect and mitigate breaches promptly, ensuring customer data protection. Effective communication strategies during such crises are vital to maintaining trust and transparency with stakeholders,?Ç¥ he says.Reflecting on the incidents involving CrowdStrike?ÇÖs software update glitch and Disney?ÇÖs data breach by Nullbulge, several pivotal lessons in crisis management emerge, says Priya Sharma, Co-Founder, PRZSM Communications. Firstly, she adds, these events underscore the necessity of robust crisis management plans.?Ç£Preparation enabled both companies to swiftly mitigate the impact. Secondly, the importance of transparent communication cannot be overstated. The timely updates from CrowdStrike and Disney played a crucial role in maintaining trust and controlling the narrative. Additionally, rapid response efforts were vital; CrowdStrike?ÇÖs swift identification and rectification of the glitch, and Disney?ÇÖs immediate actions to secure compromised data, were key in managing these crises. Lastly, these incidents remind us of the importance of learning from experiences. By conducting post-crisis analyses, organisations can identify vulnerabilities and refine their strategies, ensuring they are better equipped for future challenges,?Ç¥ Sharma explains.Effective crisis management in the digital age requires a combination of preparedness, rapid response, clear communication, and sensitivity towards affected parties, says Deepak Jolly, Founder and Director, Consocia Advisory.?Ç£Learning from incidents like CrowdStrike?ÇÖs software glitch and Disney?ÇÖs data breach helps companies enhance their crisis management strategies. This involves having detailed pre-crisis management strategies, including robust training and simulations drills, crisis communication plan, balancing transparency with sensitivity, and continuously improving policies and procedures. By adopting these best practices, companies can better navigate crises and maintain trust with their stakeholders,?Ç¥ Jolly adds.Deepak Jolly takes a look at what both companies did to resolve the crisis.CrowdStrike?ÇÖs Software Update GlitchIncident Summary:What Happened: CrowdStrike, a cybersecurity firm, released a software update that caused system disruptions for their clients. Microsoft, which is helping customers recover, said in a blog post they estimate that CrowdStrike?ÇÖs update affected 8.5 million Windows devices.Nature of the Issue: The update led to unexpected system behaviour, affecting clients?ÇÖ operations severely.The Impact:Reputation Loss: CrowdStrike?ÇÖs reputation as a reliable cybersecurity provider was tarnished. Clients trust cybersecurity firms to prevent disruptions, not to cause them.Financial Loss: The glitch likely resulted in operational downtime for clients, leading to potential financial losses and compensation claims.Client Trust: Trust is crucial in cybersecurity. The incident eroded client confidence and could deter potential clients.The Response:Immediate Communication: CrowdStrike quickly acknowledged the issue and provided frequent updates.Technical Resolution: They worked swiftly to roll back the problematic update and restore normal functionality.Client Support: Offers support to affected clients to minimize the disruption.Disney?ÇÖs Data Breach by NullbulgeIncident Summary:What Happened: Disney experienced a data breach by the hacker group Nullbulge, compromising sensitive information. Nullbulge claimed responsibility for leaking over 1.2 terabytes of internal communications.Nature of the Breach: This breach allegedly includes sensitive information about upcoming projects, advertising campaigns, and even employee data.The Impact:Reputation Loss: Disney?ÇÖs ability to protect customer data was questioned, undermining customer trust.Financial Loss: Financial repercussions included legal fees, fines, and compensation for affected clients, channel partners and other stakeholders, as well as costs to enhance security measures.Customer Trust: The breach could lead to a loss of customers, impacting brand loyalty and market position.The Response:Timely Disclosure: Disney promptly informed affected stakeholders and the public.Collaboration with the Authorities: Worked with law enforcement and cybersecurity experts to investigate and secure systems.CrowdStrike Falcon?ÇÖs outage has significantly impacted businesses worldwide, says Ganapathy Viswanathan, independent communication consultant. Typically, he adds, technology crises are temporary and soon forgotten, but this incident has resulted in substantial losses for many companies. It exemplifies crisis management in the tech industry, he adds.?Ç£While some may mistakenly associate CrowdStrike Falcon with Microsoft, it is crucial to note that Microsoft?ÇÖs reputation is also affected. CEO Satya Nadella has responded on social media, stating that they are providing technical guidance to restore the system. Transparency is essential now. Clearly stating the problem and providing a solution can prevent speculation and reassure the public. Setting up a dedicated helpline for technical support and monitoring online platforms to address queries promptly will also be beneficial,?Ç¥ Viswanathan adds.Best practicesWhat are the essential elements or best practices of an effective crisis management plan in the digital age?Priya Sharma is of the opinion that an effective crisis management plan in today?ÇÖs digital age must be comprehensive and dynamic. She suggests that it is crucial to have a dedicated crisis communication team with clearly defined roles and responsibilities. This team, she adds, should utilize advanced monitoring tools to detect potential issues early, allowing for proactive measures.?Ç£Developing clear communication protocols ensures both internal and external messages are consistent and accurate. Engaging key stakeholders with regular updates and addressing their concerns promptly is essential. Preparing media statements in advance and designating spokespersons for press interactions help maintain a unified message. Regular crisis simulations and training sessions keep the team prepared and responsive. Post-crisis evaluations are equally important, as they allow organisations to identify strengths and areas for improvement, ensuring the crisis management plan evolves and improves continuously,?Ç¥ she says.In today?ÇÖs digital age, says Bhaskar Majumdar, effective crisis management plans must encompass key elements and best practices.Preparation and Planning: For instance, CrowdStrike?ÇÖs incident highlights the critical need for thorough testing and validation before rolling out updates to vital systems.Timely Response and Communication: An example is Disney?ÇÖs swift and transparent handling of the Nullbulge data breach, demonstrating the importance of promptly informing and maintaining transparency with affected parties.Transparency and Accountability: Equifax?ÇÖs data breach serves as a cautionary tale, illustrating the severe consequences of delayed disclosureTransparency with sensitivityHow can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?According to Bhaskar Majumdar, companies can balance transparency with sensitivity to affected parties during a data breach or technical crisis by:Promptly disclosing the incident with clear and factual information.Acknowledging the impact on affected individuals or customers.Providing regular updates on the investigation and remediation efforts.Offering support and resources to those affected, such as identity protection services.Respecting privacy by not disclosing unnecessary details that could further compromise security or cause undue alarm.According to Deepak Jolly, essential elements of an effective crisis management plan in the digital age are:Pre-Crisis PreparationRisk Assessment: Regularly assess potential vulnerabilities and threats within the organization.Training and Simulations: Conduct regular drills and training for employees, including both technical response and communication strategies.Crisis Communication Plan: Develop a comprehensive plan that includes:Designated Spokespersons: Identify key personnel to communicate with the public and media.Communication Channels: Establish primary and backup channels (e.g., social media, press releases, customer emails).Messaging Framework: Create templates and guidelines for consistent messaging.Incident ResponseImmediate Action: Quickly contain and mitigate the issue to prevent further damage.Internal Coordination: Ensure seamless communication among internal teams (IT, legal, PR, customer support) for a unified response.External Communication:Timely Updates: Provide frequent, transparent updates to stakeholders.Clear Language: Use plain language to communicate with non-technical stakeholders.Own the Mistake: Acknowledge the issue and take responsibility.Post-Crisis ManagementEvaluation and Learning: Conduct a thorough post-mortem analysis to understand what went wrong and how to improve.Policy Updates: Revise and strengthen policies and procedures based on lessons learned.Customer Support: Offer ongoing support and remediation to affected customers.Balancing Transparency with SensitivityClear and Honest Communication:Timely Updates: Provide regular updates as the situation evolves.Avoid Jargon: Communicate in plain language for better understanding.Acknowledge Mistakes: Own up to errors and explain corrective measures.Sensitivity to Affected Parties:Personalized Communication: Reach out to affected customers individually when possible.Support Services: Provide resources such as hotlines, FAQs, and compensation if applicable. Offer support like free credit monitoring or identity theft protection.Privacy Considerations: Ensure that communication respects privacy and does not disclose further sensitive information.Balancing Act:Transparency: Be open about the nature and extent of the breach or glitch without causing unnecessary panic. Provide facts and avoid speculation.Sensitivity: Show empathy and understanding towards affected individuals and their concerns.How can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?Best Practices in Crisis CommunicationProactive Monitoring: Utilize tools to monitor for potential issues and respond before they escalate.Unified Messaging: Ensure all communications are consistent and come from authorized spokespersons.Stakeholder Engagement: Keep all stakeholders informed and engaged throughout the crisis. This includes employees, customers, partners, and regulators.Crisis Team: Have a dedicated crisis management team with clear roles and responsibilities. This team should be trained to handle various crisis scenarios.Post-Incident Review: Conduct a comprehensive review and update the crisis management plan regularly. Learn from each incident to improve future responses.Balancing transparency with sensitivity during a data breach or technical crisis is crucial for maintaining trust and credibility, says Priya Sharma. ?Ç£Timely disclosure is essential; affected parties should be informed as soon as possible with clear and concise information about the incident and its impact. Demonstrating empathy towards those affected and offering support and resources helps manage the situation effectively. Ensuring all communication is accurate and factual avoids speculation and misinformation. Regular updates on the progress of resolution efforts maintain transparency. Respecting the privacy of affected individuals is also important, avoiding unnecessary disclosure of personal information. By following these strategies, companies can effectively address concerns while maintaining a positive relationship with their stakeholders,?Ç¥ Sharma adds.Priya Sharma feels that social media plays a vital role in crisis communication, offering both challenges and opportunities. Companies can leverage social media effectively by providing real-time updates, keeping stakeholders informed and engaged.?Ç£Engaging with the audience by responding to queries and concerns promptly demonstrates responsiveness and care. Monitoring social media sentiment helps gauge public reaction and adjust communication strategies accordingly. Consistency in messaging across all social media channels is crucial to avoid confusion and maintain credibility. Honesty and transparency in social media communications, addressing issues directly, and acknowledging mistakes when necessary are also critical. By implementing these strategies, companies can effectively manage crises in the digital age, maintaining trust and minimizing reputational damage,?Ç¥ she concludes.

The concept of the metaverse has transitioned from a speculative fodder for fiction to an impending reality. As this immersive virtual world begins to take shape, it presents a unique frontier for public relations (PR) professionals and agencies. The metaverse offers an unprecedented opportunity to create, interact, and engage in ways previously unimagined, compelling agencies to rethink and innovate their PR strategies. With major tech giants investing heavily in this space and virtual experiences becoming increasingly sophisticated, the question arises: Is it time for PR agencies to devise innovative strategies specifically tailored for the metaverse? This story delves into the potential of the Metaverse for PR, exploring how agencies can leverage this new realm to enhance brand presence, foster deeper connections with audiences, and navigate the challenges of this uncharted, but exciting, territory.Is it the right time?Absolutely, says Aman Gupta, Managing Partner, SPAG FINN Partners.The metaverse, according to Gupta, is not just a concept for the future; it?ÇÖs a burgeoning reality where major brands are already making significant investments.?Ç£For PR agencies, this is a pivotal moment to innovate. We need to create immersive, interactive experiences that go beyond traditional media. Strategies should include virtual events and experiences, branded virtual spaces, and leveraging avatars for storytelling and engagement. Agencies that can harness the potential of the Metaverse will be at the forefront of a new era in digital communication, offering clients unprecedented ways to connect with their audiences,?Ç¥ he says.Concurring with Aman Gupta on this, Priya Sharma, Co-Founder of PRZSM Communications, asserts that metaverse can help brands stand out.?Ç£Absolutely, it's the perfect time for agencies to create new PR strategies for the metaverse. Imagine a place where brands can connect with people in exciting, virtual ways. This digital world offers unique opportunities for brands to interact with their audiences. For example, Airtel used the metaverse for its 5G launch, and many Indian brands are already holding virtual events to engage customers. By using avatars to build communities, PR agencies can reach tech-savvy consumers who spend a lot of time in these virtual spaces and create meaningful connections with the audience. This approach will lead to better campaign outreach and help brands tap into new audiences. Embracing the metaverse can help brands stand out and build stronger connections with their audience,?Ç¥ Sharma adds.Vishaal Shah, Co-founder, Moe's Arts, also feels that it is indeed time for PR agencies to start developing innovative strategies tailored to the metaverse. ?Ç£As more brands establish a presence in virtual worlds, PR professionals must be prepared to help clients effectively navigate this new frontier. This will involve familiarizing themselves with the unique features, culture, and communities of different metaverse platforms to inform their approach, as what works on one virtual world may not translate to another.?Ç¥According to Shah, the focus should be on storytelling, brand experiences, and community building, which are likely to be key pillars of metaverse PR. ?Ç£They can help brands create compelling narratives and immersive activations that engage audiences in novel ways. Leveraging the social and interactive nature of the metaverse will be crucial, possibly through partnerships with virtual influencers, hosting virtual events, or creating branded avatars and digital collectibles. Additionally, issues management and crisis communications strategies need to be adapted to suit the fast-moving, user-generated content-heavy nature of the metaverse,?Ç¥ he explains.ChallengesPR in the metaverse faces unique challenges, particularly in content moderation and intellectual property protection. The vast, real-time nature of the metaverse complicates scalable monitoring and identity verification, while ensuring cultural sensitivity adds another layer of complexity. Protecting digital assets, trademarks, and user-generated content against infringement is difficult in this decentralized environment, especially with evolving legal frameworks and enforcement issues. Additional challenges include ensuring data privacy and security, addressing ethical considerations, and maintaining regulatory compliance. Navigating these issues requires innovative strategies and a deep understanding of the metaverse's dynamics.Let?ÇÖs see what the PR pros have to say about this.Navigating PR in the metaverse presents unique challenges that demand agile strategies, states Aman Gupta.According to him, the environment's fluidity and novelty require constant adaptation from PR professionals. Crafting a consistent brand narrative amidst this dynamic landscape necessitates authenticity and trust to engage audiences seeking genuine interactions in virtual spaces.?Ç£Ensuring inclusive and accessible PR campaigns across varying digital literacy levels, while addressing ethical data privacy and security concerns in the closely monitored metaverse, requires balancing innovation with responsible communication practices. Additionally, measuring the impact and effectiveness of PR initiatives is complex due to traditional metrics' inability to capture virtual engagement and sentiment accurately, thus necessitating the development of new analytics and evaluation methods,?Ç¥ Gupta says.Priya Sharma observes that PR in the metaverse has some unique challenges, especially around content moderation and protecting intellectual property (IP).?Ç£Imagine a busy digital marketplace where everything must reflect the brand's values. Making sure user-generated content fits with brand guidelines requires advanced tools and careful watching. The decentralized and anonymous nature of virtual spaces makes this harder. IP protection is another big issue. Digital assets can be easily copied and shared, leading to IP problems. Agencies and brands need to work with legal experts to handle digital ownership and enforce their rights, helping create a digital watermark that secures your work from being copied or misused. Clear policies and using blockchain technology for tracking digital assets can help reduce these risks,?Ç¥ Sharma says.Vishaal Shah says that content moderation is a significant challenge in the metaverse due to its real-time, immersive nature. ?Ç£Policing harassment, hate speech, misinformation, and other problematic content is even more difficult in virtual worlds than on traditional social platforms.?Ç¥Shah reckons that intellectual property protection in the metaverse is complex, as the line between homage, remix culture, and IP infringement can be blurry in user-generated virtual worlds. ?Ç£Brands will need to decide how tightly they want to control their IP in the metaverse and develop appropriate strategies. Measurement and ROI could also be challenging in the early days of the metaverse, as platforms and tools are still developing. Setting the right KPIs will require experimentation and flexibility. Additionally, reputational risk is heightened in the metaverse, given its nascent stage.?Ç¥Measurement in metaverseAs the metaverse transitions from concept to reality, PR professionals face the challenge of redefining how they measure campaign success in this new digital frontier. Traditional metrics may no longer apply, requiring innovative approaches to evaluate engagement, reach, and impact within immersive virtual environments. The stakeholders need to devise advanced tools and techniques that will enable PR practitioners to effectively gauge the success of their campaigns and navigate the complexities of this rapidly evolving landscape.The future of PR measurement in the metaverse is still evolving, but it is poised to be a fascinating area as this new medium matures, points out Vishaal Shah, who predicts the emergence of new metaverse-native metrics.?Ç£Some traditional digital metrics like reach, engagement, and sentiment will likely still apply, but they may need to be adapted to account for the metaverse's unique features, such as measuring interactions with 3D branded objects. New metaverse-native metrics may emerge, such as the number of avatar interactions, virtual event attendees, or digital collectibles sold. The key will be tying these metrics to tangible business outcomes. In the long run, success metrics may shift from focusing on one-off campaigns to evaluating ongoing metaverse community health, such as the growth, activity, and positive sentiment surrounding a brand's virtual neighborhood or persistent branded experience. PR professionals will need to stay agile, experimental, and closely attuned to how people actually use and perceive the virtual world to effectively gauge the success of their campaigns in the metaverse,?Ç¥ Shah concludes.In the metaverse, says Priya Sharma, traditional metrics will change to reflect the unique nature of virtual engagement. She feels that PR professionals will need to use new key performance indicators (KPIs) that capture the immersive and interactive aspects of these environments.?Ç£Important metrics will include time spent in virtual spaces, interaction rates with virtual content, conversion rate, customer engagement, return on investment and the spread of digital experiences. Advanced analytics tools that track user behaviour in virtual platforms will be crucial. Analysing the sentiment of virtual interactions and feedback from avatars will give deeper insights into audience perceptions. Using augmented and virtual reality metrics will help measure the effectiveness of immersive campaigns. The success of PR campaigns in the metaverse will depend on their ability to create meaningful, memorable, and measurable interactions that connect with audiences in these dynamic digital spaces,?Ç¥ says Sharma.Aman Gupta predicts that measurement in the metaverse will transcend traditional metrics, focusing on immersive engagement, real-time sentiment analysis, and behavioural insights. ?Ç£Success of campaigns will be gauged by the depth of user interaction, the emotional resonance of experiences, and advanced analytics that track user behaviour and preferences. Integrating these virtual metrics with traditional ROI indicators will provide a comprehensive view of campaign effectiveness, ensuring PR strategies deliver tangible business outcomes in this evolving digital frontier,?Ç¥ he adds.As the metaverse continues to evolve, it presents an exciting yet challenging new frontier for PR professionals. While the opportunities for immersive, interactive brand experiences are vast, navigating the complexities of content moderation, IP protection, and effective measurement requires innovative approaches. PR agencies that embrace this digital frontier with agility and creativity will be well-positioned to lead in this new era. The journey into the metaverse is just beginning, and those who can adapt and thrive in this virtual world will set new standards for digital communication and engagement. The metaverse is not just the future; it is the next great leap for PR, demanding a blend of bold strategies and meticulous execution.

India?ÇÖs booming economy has become a magnet for international players, and the PR industry is no exception, with the entry of established foreign firms through acquisitions altering the landscape, particularly for independent and mid-sized agencies. The first part of this story analyzed the acquisitions by international PR firms in India during the last two decades, and the resultant opportunities and challenges, especially for mid-sized firms.The second part of this feature dives deep into this dynamic shift, exploring how these acquisitions are impacting strategies, operations, and the very future of Indian PR. We will examine the challenges and opportunities presented by this consolidation wave, and what it means for the competitiveness and innovation of the industry as a whole.Also read:The most transitional shifts in Indian PR: One acquisition at a time - Part 1Consolidation and self-relianceUltimately, achieving self-reliance (Atmanirbharta) in the PR industry requires a deep understanding of regional dynamics and market nuances, points out Bhaskar Majumdar, Head ?Çô Marketing Communication, CSR and Digital, India and South Asia, Egis.According to him, strategic foresight, innovative service delivery, and effective talent management will be pivotal for mid-sized firms to thrive amidst evolving industry dynamics and global competition.?Ç£The entry of international PR firms into the Indian market through acquisitions is significantly reshaping the strategies and operations of independent and mid-sized PR firms across the country. The presence of international firms with global expertise and extensive resources intensifies competition for both clients and talent. Independent and mid-sized PR firms are compelled to enhance their service offerings, innovate more aggressively, and differentiate themselves in specialized niches to remain competitive. International firms bring best practices and advanced technologies to the table, raising the bar for service standards in the Indian PR industry. This pushes local firms to adopt new technologies, improve operational efficiency, and elevate their overall service quality to meet client expectations,?Ç¥ says Majumdar.He further adds that the entry of international PR firms introduces global perspectives and practices into the Indian market. This can lead to a cultural exchange of ideas, methodologies, and strategies, enriching the capabilities of local firms and enabling them to offer more diverse solutions to clients.Majumdar stresses on the importance of fostering ?ÇÿAtmanirbhar Bharat?ÇÖ in PR.?Ç£The consolidation wave affects talent dynamics in the industry. While larger firms may attract top talent with global exposure opportunities, mid-sized and independent firms can differentiate themselves by offering more personalized career growth paths, entrepreneurial environments, and specialized training. The challenge lies in comprehending the dynamic nuances of the Indian market, where indigenous firms inherently possess an advantage. In PR, fostering ?ÇÿAtmanirbhar Bharat?ÇÖ is crucial. Larger Indian firms, leveraging their deep-seated understanding of local market intricacies, naturally maintain an edge over competitors. While the consolidation of international PR firms in India brings challenges for smaller players, it also presents opportunities for growth, specialization, and professional advancement. The future of the Indian PR industry looks poised for transformation, driven by global integration, higher standards, and enhanced client outcomes through strategic partnerships and innovative practices,?Ç¥ he concludes.<img src='https://erp.adgully.me/artical_image\4f23af0ae495077f5103e00b1d6d4a86.jpeg' class='content_image'>Rishi Seth, Founder and CEO, Evoc Communications, reckons that many international clients find it easier to work with their international counterparts in PR and advertising due to standardisation of processes and client experience across countries. This, he adds, obviously presents challenges to independent firms, who will inevitably have a unique culture and service delivery standards, leading to a client experience that may be very different from the global network firms (important to note that even international firms are not homogenous, and thus, will have differentiated processes even among themselves).According to Seth, the key for the independent firms is to invest in elevating and differentiating their client experience to compete effectively and meaningfully with international firms. ?Ç£This calls for world-class systems and processes and a quality-oriented culture. Other possible strategies can include developing competitive advantages through deep local insights and stakeholder relationships, which may not be easily replicable by foreign firms. These strategies definitively work ?Çô as is evidenced by the fact that the largest PR firm in India by a huge margin is still an independent Indian firm,?Ç¥ he adds.A word of cautionThere is a word of caution from Akshara Lalwani, Founder and CEO, Communicate India. International firms, she warns, must be cautious about buying past successes, for, the future of PR lies in innovation and adaptability, not in traditional methods.?Ç£Despite numerous international firms entering the Indian market, success has been limited. Many have entered through acquisitions only to exit later, as the disparity between the global and Indian models remains significant. This makes it challenging for international companies to scout quality acquisitions and maintain a positive ROI. Until the Indian market matures and globalizes further, this disparity will persist,?Ç¥ she notes.According to Lalwani, the challenges include:Increased competition: The entry of well-established international players intensifies competition. Mid-sized firms must continually innovate and differentiate themselves to maintain and grow their market share.Cultural and operational differences: International firms often face challenges in adapting to the unique cultural and operational nuances of the Indian market. This can create a complex environment for mid-sized firms navigating collaborations or competing with these global entities.Retention and talent acquisition: The competition for top talent becomes fiercer with the presence of international firms. Mid-sized firms need to invest more in retaining their key talent and attracting new ones to stay competitive.The future of the Indian PR industryThe Indian PR industry is at crossroads. Consolidation, fueled by international acquisitions, is reshaping the landscape. But what does this mean for the future? While consolidation will drive professionalism and innovation, there can be increased pressure on independent firms, potentially leading to further consolidation.The Indian PR industry, fueled by entrepreneurial spirit, is not yet in a consolidation phase, remarks Vikram Kharvi, CEO, Bloomingdale PR. According to him, unlike saturated markets where consolidation is more common, the Indian PR landscape remains relatively young and vibrant, with ample room for the emergence of new firms. He reminds us that the notion of a consolidation wave does not accurately capture the current state of the industry.?Ç£Instead, what we are witnessing is a phase of dynamic growth and expansion. New players continue to enter the market, bringing fresh perspectives and innovative approaches to public relations. This period of growth ensures a competitive and diverse environment, fostering creativity and allowing more firms to thrive. While larger entities may acquire smaller firms to enhance their capabilities, this trend is part of the industry?ÇÖs evolution rather than a sign of consolidation. The future of the Indian PR industry will likely be characterized by continued diversification and the rise of new entrepreneurial ventures, driving the sector forward,?Ç¥ Kharvi concludes.While the PR industry worldwide is witnessing a wave of consolidation, with established giants merging and acquiring smaller players, India presents a slightly different picture, points out Rishi Seth. Here, he adds, the trend has been more towards outright acquisitions by international firms. However, it is important to note that the Indian PR scene is a breeding ground for new agencies. He thinks that this constant influx of young, dynamic firms, led by both seasoned and emerging communication professionals, suggests a more optimistic outlook. So, unlike the global consolidation trend, the Indian PR landscape might be headed for a future brimming with diverse players, creating a richer and more competitive ecosystem, Seth concludes.Akshara Lalwani is certain that the consolidation wave is likely to drive the Indian PR industry towards greater professionalism and sophistication. While the entry of international firms brings challenges, it also fosters a more competitive and innovative environment.Lalwani stresses that the future success of PR firms in India will depend on their ability to adapt to changing market dynamics, embrace new technologies, and offer value-driven services.As the market continues to globalize, the gap between global and Indian models is expected to narrow, leading to a more integrated and mature PR landscape in India, she concludes.Ashraf Engineer, Head of Strategy, Ideosphere, foresees that the pressure on independent and mid-sized firms to raise their game will increase. This might mean they too would look for investments or outright acquisitions.?Ç£Growth is the mantra, in my view, for survival. And you need investment to fuel it. While the industry has been in consolidation mode for a while, there are still attractive targets for the picking. Global groups will have their eyes on them. In my view, we will continue to see consolidation for at least five more years. I believe it is good for the Indian PR industry for the reasons outlined before,?Ç¥ Engineer says.However, he does not believe that all Indian agencies will look to sell. He states that there are major independent players that have resisted the temptation to sell outright or part with a stake. ?Ç£And they?ÇÖre doing very well. Once the dust has settled, what we?ÇÖll have is a layered industry that comprises agencies of varying sizes, independent and otherwise, each layer catering to different budgets and client needs,?Ç¥ concludes Engineer.

Authored By Deepak Jolly, Director & Founder, Consocia AdvisoryThe dilemma many PR specialists face is whether to simply listen to the client or also guide them towards the right actions. Often, they succumb to the pressure of "the client is always right," which can lead to compromised planning and outreach to stakeholders.When defining the goal, vision, and mission of a PR agency, strong values are essential. Through internal deliberations, seven core values were identified to guide interactions with clients and stakeholders.The seven values are Integrity, Accountability, Passion, Co-Creation, Agility, Outside-in Approach, and Leveraging the Network. Let?ÇÖs highlight the first five values, which are critical and bring out the best in PR.The first value is Integrity. Building relationships on honesty and trust is crucial. As the interface between the client and stakeholders, it is the PR professional's responsibility to convey the client's story accurately. Choosing clients carefully and ensuring a shared language and ethical principles are fundamental aspects of maintaining integrity.The second value is Accountability. Taking pride and ownership in deliverables, committed to achieving tasks with integrity within a given timeframe, is essential. Accountability means being answerable for actions and ensuring efforts align with the client's goals while maintaining ethical standards.Passion is the third and distinguishing value. Loving storytelling and reenergizing oneself daily to enjoy the work drives success and sets one apart from other PR consultants. Enthusiasm ensures a creative and dedicated approach to each project, making a meaningful impact.Co-creation, the fourth value, emphasizes the importance of working together to leverage each other?ÇÖs strengths and ideas. PR does not exist in isolation, making this value crucial for professionals. Collaborating with clients and stakeholders fosters innovation and ensures that diverse perspectives are considered.Agility, the fifth value, underscores the importance of speed in execution. Honesty and transparency are critical, but so is the ability to act swiftly. In the fast-paced world of PR, being agile allows professionals to respond to changing circumstances and seize opportunities promptly.Most global companies are process-driven and seek PR and Public Policy support that understands ethics and compliance. Having worked in major corporations, the importance of the Code of Conduct (COC) and other policies, such as the Anti-Corruption Policy, is well understood. These guidelines are essential for PR professionals to adhere to, as large listed companies are always under scrutiny. Adhering to these policies ensures the maintenance of the highest standards of ethical conduct in all interactions.In conclusion, PR has become an extremely important function for any organization as it builds reputation. This reputation cannot be established unless the team operates with ethics as a guiding principle. Upholding ethical standards in PR is not just a responsibility but a commitment to fostering trust and credibility in every communication. Core values serve as the foundation for ethical PR practices, ensuring exceptional results while maintaining the highest standards of integrity and accountability.

Shagun Sharma is a key member of Teamology PR, a premier public relations and digital marketing firm. With a keen eye for detail and a strategic mindset, Sharma plays a pivotal role in crafting and executing effective communication strategies that elevate brand presence and drive engagement. Her expertise in media relations, content creation, and digital outreach has significantly contributed to the success of numerous high-profile campaigns.In conversation with Adgully, Shagun Sharma, Branding and Communication Head, Teamology PR, speaks about the evolving landscape of public relations and digital marketing, the importance of strategic communication in building brand reputation, and the impact of digital media in today?ÇÖs business environment. She shares insights on how businesses can leverage PR to achieve their goals, navigate media relations, and create compelling content that resonates with their target audience.What motivated you to pursue a career in PR, and how did you initially break into the industry?I was always fascinated with the work that PR agencies do in terms of branding and reputation management. I joined Teamology because of their positive work culture, opportunities for growth and learning, and their openness to fresh ideas. This environment gives me the freedom to learn, make mistakes, and grow both personally and professionally.How do you approach leadership and mentorship within your teams, and what qualities do you believe are essential for effective leadership in corporate communications?Leadership is more than just guidance; it?ÇÖs a way of thinking, learning, and, most importantly, communicating. At Teamology, I approach leadership by fostering an environment of collaboration and open dialogue. I believe that effective leadership in corporate communications requires empathy, transparency, and the ability to inspire and motivate the team. By encouraging team members to share their ideas and take risks, we promote creativity and innovation. Mentorship is about nurturing talent and providing the support needed for growth. I strive to lead by example, demonstrating a commitment to continuous learning and adaptability in an ever-evolving industry.Could you describe a pivotal moment or project in your career that significantly contributed to your growth and success in the field of branding and communication strategy?The fact that we have served more than 5,000 startups and brands to date gives me immense pleasure. Helping these small-scale businesses gain the visibility they deserve has been life-changing. This project not only highlighted the impact of inclusive and innovative strategies, but also reinforced my vision of supporting entrepreneurs and emerging startups. Seeing the tangible results of our work, such as increased brand recognition and business growth for our clients, has been incredibly rewarding and has significantly contributed to my professional development and success in branding and communication strategy.Looking ahead, where do you see yourself and your career in the next five years, and what new goals or aspirations do you have for your professional journey?In the next five years, I see myself continuing to grow within Teamology, taking on more leadership responsibilities and contributing to the digital revolution in PR. I aspire to spearhead initiatives that further democratise access to PR services and enhance our technological capabilities. My goal is to drive significant industry changes and ensure Teamology remains at the forefront of innovation.What are some of the biggest challenges that you have faced in your role, and how have you navigated these complexities to achieve successful outcomes?Challenges in terms of technological shifts are significant, as technology evolves rapidly with new trends emerging daily. To stay ahead of the competition, we have a team of professionals constantly working to achieve desired results. Teamology, being a leading PR tech firm, provides the necessary resources and support, enabling us to navigate these complexities and deliver exceptional services to our clients.How do you stay updated with the latest trends and innovations in branding, content creation, and media planning to ensure your strategies remain relevant and impactful?To stay updated with the latest trends and innovations, I engage in continuous learning and professional development. This includes attending industry conferences, participating in webinars, and conducting research on ongoing trends in the industry. I also actively network with other professionals to exchange insights and ideas. By staying informed, I can provide brands with the best PR guidance they need to build a successful brand and create an impact among audiences. This commitment to staying current ensures that I will keep on learning to ensure seamless communications and positive outcomes for our clients at Teamology.

Authored by Neha Gour, President , PR24x7In the dynamic and fast-paced world of public relations (PR), creativity and innovation are not just advantageous?Çöthey are essential. PR professionals are expected to think outside the box, crafting unique strategies that will help their clients?ÇÖ brands stand out in a crowded marketplace. However, this creative process can be stifled by undue pressure, leading to outcomes that are less than ideal. Striking the right balance between innovation and client expectations is crucial for the success of any PR campaign. This article explores how PR professionals can foster creativity, manage pressure, and build strong partnerships with their clients.The Essence of Creativity in PRThinking Outside the BoxCreativity is the driving force of PR. It is what allows professionals to develop compelling narratives, build unique campaigns, and execute strategies that capture the Audience attention. Whether it?ÇÖs a viral social media campaign, a informative press release, or an innovative event, creativity is what makes a PR campaign memorable and effective.For instance, consider the "Share a Coke" campaign by Coca-Cola. By replacing the brand's logo with popular names on bottles, Coca-Cola created a personalized experience for consumers, encouraging them to share their own stories and photos. This campaign not only increased sales but also boosted brand engagement and loyalty.The Impact of PressureWhile creativity is crucial, it thrives best in an environment free from excessive pressure. When professionals are overwhelmed with stress, their ability to think fruitful can be significantly hindered. This can lead to uninspired ideas, missed opportunities, and even negative outcomes for clients.Research has shown that high levels of stress can impair cognitive function, making it difficult for individuals to generate creative ideas and solutions. In the PR industry, where the stakes are often high and deadlines are tight, finding ways to manage and mitigate stress is essential.Building Strong Client PartnershipsUnderstanding Client NeedsOne of the most important aspects of successful PR work is understanding the client?ÇÖs needs and aspirations. This requires more than just listening to what the client says; it involves digging deeper to uncover their true goals, challenges, and opportunities.For example, when PR professionals work with a startup, they need to understand the company's vision, target audience, and competitive landscape. By doing so, they can develop strategies that align with the startup's objectives and help them achieve their growth targets.The Symbiotic RelationshipWhen PR professionals and clients work together collaboratively, they can form a symbiotic relationship that enhances the brand?ÇÖs image and reputation. This partnership approach allows for a more holistic view of the brand?ÇÖs journey, enabling the PR team to craft strategies that are both impactful and aligned with the client?ÇÖs goals.Take the collaboration between Airbnb and its PR team, for example. When the company faced regulatory challenges and public skepticism, the PR team worked closely with Airbnb to develop a strategy that highlighted the positive economic impact of home-sharing on local communities. This not only helped improve public perception but also supported the company's regulatory efforts.Strategies for Balancing Creativity and PressureCreating a Supportive Work EnvironmentTo foster creativity, PR agencies need to create a supportive work environment that encourages innovation and minimizes stress. This can involve providing employees with the resources they need, promoting a healthy work-life balance, and encouraging open communication and collaboration.For instance, Google is known for its supportive work environment that fosters creativity and innovation. The company offers flexible work hours, numerous employee wellness programs, and an open office layout that encourages collaboration. These initiatives have helped Google maintain its reputation as one of the most innovative companies in the world.Setting Realistic ExpectationsManaging client expectations is another crucial aspect of balancing creativity and pressure. PR professionals need to set realistic timelines and deliverables, ensuring that both parties are on the same page from the outset. This can help prevent last-minute rushes and reduce the stress associated with tight deadlines.Encouraging CollaborationCollaboration is key to fostering creativity and managing pressure. When PR professionals work together, they can share ideas, provide feedback, and support each other through challenging tasks. This collaborative approach can lead to more innovative solutions and a more cohesive team dynamic.For example, the PR team behind the ALS Ice Bucket Challenge worked collaboratively to create a viral campaign that raised awareness and funds for ALS research. By encouraging participants to film themselves dumping ice water over their heads and challenging others to do the same, the team created a movement that spread rapidly across social media, raising millions of dollars for the cause.The Role of TechnologyLeveraging Digital ToolsTechnology can play a significant role in enhancing creativity and managing pressure in PR. Digital tools such as social media analytics, content management systems, and project management software can streamline processes, provide valuable insights, and facilitate communication.Staying Updated with TrendsThe PR industry is constantly evolving, with new trends and technologies emerging regularly. Staying updated with these trends can help PR professionals remain innovative and competitive. This can involve attending industry conferences, participating in webinars, and following relevant publications and thought leaders.For example, the rise of influencer marketing has transformed the PR landscape. By partnering with social media influencers, brands can reach new audiences and build credibility in a way that traditional advertising cannot. PR professionals who stay ahead of this trend can leverage it to create impactful campaigns for their clients.At the end would like to say that balancing creativity and pressure in public relations is essential for delivering successful campaigns and building strong client partnerships. By fostering a supportive work environment, setting realistic expectations, encouraging collaboration, and leveraging technology, PR professionals can enhance their creative output and manage stress effectively.Ultimately, the key to success in PR lies in the partnership approach. When PR professionals and clients work together as partners, they can achieve remarkable results, proving themselves invaluable assets to each other. By fostering a culture of creativity and collaboration, the PR industry can continue to innovate and drive excellence in brand enhancement.

Authored by Shivaram Lakshminarayan, COO, Ruder Finn IndiaIn the age of instant information, crises can erupt and spread like wildfire. While speed will always be a critical denominator, evaluating all possible scenarios, its impact and outcomes cannot be ignored. A single misstep, a misinterpreted tweet, or a product malfunction can trigger a PR nightmare with lasting consequences for the brand and its customers. In this high-stakes environment, effective crisis communication is no longer a luxury?Çöit's a necessity.Traditionally, crisis communications relied on carefully drafted press statements, well-orchestrated conferences, and television interviews to control the narrative and minimize negative publicity. This deliberate and controlled approach allowed organizations to prepare detailed statements and ensure accurate representation through direct outreach to journalists.In today?ÇÖs data-driven world, AI enabled algorithms enable corporates to predict audience sentiments, their triggers and preempt any possible fallouts, which is particularly useful for identifying gaps before they become full-blown crises. AI has become a very useful tool for navigating crises enabling organizations to craft targeted messages, optimize response strategies, and mitigate damage effectively.The Power of Real-Time Data in Gauging Public SentimentIn any crisis, time is of the essence. Those of us in corporate communications and reputation management must always stay prepared. At all times. For anything. And we must be truthful and authentic in our narrative. Trying to "spin" the story for journalists, industry stakeholders, community leaders, or elected officials in the face of tragedies is futile.The advent of social media has transformed crisis communication. Organizations must now respond quickly and transparently to address issues and engage with stakeholders online. Managing real-time conversations and rapidly spreading information demands proactive and responsive communication efforts.Given the scenario, one of the most significant advantages of analytics in crisis communication lies in its ability to provide real-time insights into public sentiment. Social media platforms have become the primary battleground for crisis narratives.Tools like social media listening platforms allow organizations to monitor conversations, identify emerging trends, and understand how the public perceives the crisis. For instance, during a recent product recall, a company used social media analytics to identify a prominent blogger who was spreading misinformation. By promptly reaching out and providing accurate information, the company was able to prevent the misinformation from gaining traction and minimize potential damage.Crisis Prediction: Moving Beyond Reactive ResponsesCrisis communication has traditionally been reactive, but analytics enables a proactive approach. Predictive analytics analyze historical data to identify patterns signaling potential crises and enhance preparedness by examining past crises, customer sentiment, and weather patterns, allowing organizations to build early warning systems.In addition, analytics aids resource allocation by identifying likely needed resources, ensuring their availability. This proactive approach minimizes delays and streamlines crisis response. It can further help simulate crisis scenarios and test communication strategies, allowing organizations to refine messaging and identify weaknesses before a real crisis occurs.Moreover, a one-size-fits-all approach to crisis communication rarely works. Analytics empowers organizations to tailor their messages to the needs and concerns of specific demographics, transforming data into meaningful insights.Measuring the Impact: Learning from ExperienceAnalyzing past product failures, customer complaints, and market trends can help predict future issues that might lead to a crisis. Regular data analysis on a monthly, quarterly, or yearly basis reveals patterns and highlights significant coverage.While daily media coverage assessment can spot notable mentions, it can also lead to information overload and hinder PR teams. Stepping back to view long-term data helps identify the most important trends. For example, a social media spike may seem significant, but closer analysis might reveal it originates from a single, insignificant source. This detailed examination helps pinpoint truly important and actionable information.Analytics tools like SONAR are revolutionizing risk management. Now in its fifth iteration, our AI-powered SONAR platform simulates hyper-realistic crisis situations, enabling clients to test their preparedness. With interactive features, it identifies areas of concern for pre-emptive planning and proposes practical solutions. Multi-lingual, SONAR can simulate scenarios for single markets or global teams of up to 100 people, enhancing crisis planning effectiveness. The platform empowers organizations to identify planning gaps and propose practical, workable, real-world solutions and mitigate risks and respond swiftly.??The Way ForwardIn today?ÇÖs fast-paced world, where crises can escalate in moments, analytics is indispensable. From early detection and real-time monitoring to data-driven decision-making, targeted messaging, and post-crisis evaluation, analytics provides the necessary tools to navigate perceptions and to protect reputation. Organizations leveraging analytics can better manage crises, customer experiences and emerge stronger. As technology evolves, analytics will play an even more integral role, driving innovation and better preparedness for the future.

In today's digital world, personal branding is no longer a choice for medical professionals; it is a need. The conventional approach of a doctor developing their business primarily through referrals and word-of-mouth is altering. Patients are increasingly using the internet to investigate doctors before scheduling an appointment. As a result, it is critical for doctors to have a robust digital presence. Doctors need to showcase their domain expertise by sharing invaluable information to patients thereby gaining trust as well as building a community. Doctors can build a personal brand through public relations by engaging with the community, sharing expertise in media and journals, and participating in public events. This approach showcases their knowledge and care, creating trust without direct advertising. Here?ÇÖs how PR can help doctors create a personal brand without advertising themselves.Create a Professional Website:Your website serves as your practice's digital front door. Make sure it matches your professional image, is simple to use, and informative. Please provide details about your training, job history, services offered, and any related certifications. Update information often to demonstrate your commitment to staying current in the business.Optimising online profiles:Fill out and update your entries on review websites, professional networking sites, and healthcare directories on a consistent basis. Provide a professional biography, specific contact information, and details about your practice. This raises awareness and accessibility for prospective patients seeking reliable medical practitioners.Patient testimonials and reviews:Encourage satisfied customers to leave positive feedback on reputable review platforms. React professionally and compassionately to both positive and negative feedback. This improves your online reputation and demonstrates your dedication to patient pleasure and continuous improvement.Engaging Social Media:Choose social media platforms that support your career goals. Provide informative health advice, news, and updates on an ongoing basis. Interact with your audience by responding swiftly to messages and comments. Social media is a great way to personalise your practice and engage with people on a more personal level.Educational content:Distribute instructional and useful information in your field of expertise. These might be quick 3D films, infographics, or blog posts. Establish yourself as a thought leader in your business by providing intelligent comments that are relevant to your target audience.Continuous Monitoring:Set up Google Alerts for your name and regularly monitor your web visibility. Correct any incorrect information immediately, and take aggressive actions to protect your internet reputation by monitoring patient evaluations.Using Telehealth Platforms:If appropriate, consider offering telehealth services and advertising them online. Emphasise the accessibility and convenience of virtual visits, and provide patients with clear instructions on how to schedule them.Online Security and Privacy:Make internet privacy and security a top concern. Instruct your employees on the most secure ways to handle patient data on the internet, and ensure that all applicable data protection and healthcare regulations are followed.Creating a personal brand through a digital presence is a dynamic and continuing endeavour. It's an excellent tool for doctors looking to recruit new patients, build trust, and cultivate a loyal patient base. You can efficiently establish and maintain a strong digital brand by creating a professional website, using social media, publishing high-quality content, optimising for search engines, maintaining your reputation, networking, and remaining up to date. By doing so, you not only improve your profession but also positively contribute to the health and well-being of your community.

In an exclusive interview with Adgully Asia, Suzy Goulding, Asia Lead at Salterbaxter and Head of Sustainability for APAC & MEA at MSL Group, shares her insights on developing impactful sustainability strategies for diverse sectors. Goulding emphasizes the importance of sector-specific challenges, the client's ambition, and corporate confidence in driving sustainable changes. She also discusses the integration of purpose into sustainability strategies, enhancing employee engagement, managing organisational change, and emerging trends that will shape sustainability strategies in the APAC region. Additionally, Goulding highlights how Publicis Groupe differentiates itself in the sustainability consulting space within the region.Can you describe your approach to developing effective sustainability strategies for clients across diverse sectors?There are lots of elements to take into account when helping a client develop their sustainability strategy. Of course, sector-specific challenges need to be taken into consideration, for example legislative and compliance changes or sector-driven expectations. But also important is assessing a client?ÇÖs level of ambition (are they just looking to tick legislative boxes or do they want to be sector leaders in sustainability?) and corporate levels of confidence around implementing sustainable changes.How do you integrate purpose into sustainability strategies to ensure they resonate with both internal and external stakeholders?Rather than talk about ?Çÿpurpose?ÇÖ I think it makes more sense to talk about ?Çÿmateriality?ÇÖ i.e. what matters most to both internal and external stakeholders when it comes to what a company produces or offers and what is the potential positive and negative sustainable impact of those products / services? Of course, any sustainability strategy should also be aligned to a company?ÇÖs purpose in that it should set the tone for how that purpose is implemented and amplified both within and beyond the business.What are some successful methods you've used to enhance employee engagement and internal communications around sustainability initiatives?Key is involving employees in a company?ÇÖs sustainability journey from the outset. Only then will you ensure you have understanding and crucially buy-in for what will inevitably be change within the business. You must ensure first that there is buy-in and commitment from the leadership and that this is communicated clearly throughout the business, at every level. Employees need to also understand how and when they can play an active role in sustainable change and what it means for their particular job. Meet employees where they are ?Çô get to understand and utilise the ways in which they communicate within and across departments and peer groups. And finally, you need to be able to answer the ?Çÿwhat?ÇÖs in it for me??ÇÖ question. Most of us are uncomfortable with change so we need to know why we should care about those changes, how they will affect us personally, and how we can get involved in implementing those changes.How do you manage change within organisations to align them with new sustainability goals, and what challenges have you encountered?Change is only possible within organisations when everyone from the top down is invested in that change. So a lot of stakeholdering and advocacy is always needed. Getting buy-in from the leadership is usually the easy part as we tend to be invited in by C-suite to help them drive progress. Common challenges include getting middle managers on board who typically will have KPIs built around efficiencies, sales or productivity. And they are crucial to have on-side because it is usually through this layer of management that you can connect and engage with other employees. So you need to meet them where they are and talk about sustainable change in a way that resonates with them. How will it make their jobs easier? How can it help drive efficiencies? How will it make them stand out from competitors?Can you share an example of a successful stakeholder management or consultation process that significantly impacted a client?ÇÖs sustainability efforts?We worked with a large electronics company on developing their regional sustainability strategy across Southeast Asia. The challenge was a lack of understanding and confidence around what sustainable changes they should be making and how to get started. Our strategy was to get under the skin of the business by spending a lot of time with business units and interviewing teams and individuals so we understood their challenges and could help identify possible opportunities for addressing those challenges in a sustainable way; we then involved as many employees as possible in the development of the sustainability strategy ?Çô brainstorming ideas, encouraging them to collaborate across business units and challenge each other. This approach meant that when we launched the strategy we had immediate buy-in ?Çô crucial to ensure that strategy turned into action ?Çô and actions that felt achievable, thus helping to build that much-needed corporate confidence to set them up for success and more ambitious actions in the future.What emerging trends in sustainability do you believe will shape the strategies of companies in the APAC region over the next few years?The APAC region is seeing sustainable change within companies at a slower pace than Europe or the US, as the legislation is not there yet in a lot of countries to help drive change. This will evolve over time. Many APAC countries are already witnessing the impact of climate change and the havoc that severe heat or rainfall can cause; so I am hopeful that in the absence of legislation that this exposure will convince more companies to take sustainability seriously.We are an innovative region and the solutions to many sustainability challenges will be found via the way we innovate in products and services. Companies in APAC need to recognise the commercial and reputational benefits to be had by investing in innovative solutions to these challenges.AI is already transforming the way many of us do business, and I see great opportunities for deployment within sustainability, not least because the biggest headache for most companies who are looking to comply with sustainability legislations or simply want to become more sustainable businesses is data collection and analysis on energy use, utilities use, etc. AI has the potential to make this process faster and more accurate.How does Publicis Groupe, particularly MSL and Salterbaxter, differentiate itself in the sustainability consulting space within the APAC region?Publicis Groupe is serious about both its own sustainability commitments and how it can help its clients on their sustainability journey. If we look at advertising first, the Groupe has developed proprietary tools and processes designed to help companies take a more sustainable approach to developing and executing campaigns which reduce emissions without negatively impacting consumer reach and engagement. For example, our emissions tool A.L.I.C.E. (Advertising Limiting Impacts & Carbon Emissions) can measure carbon footprint of campaigns from the shoot through to deployment. The data can then be used by Groupe agencies and clients to make informed decisions on where more sustainable approaches can be adopted for future campaigns.The combination of Salterbaxter (our sustainability consultancy network) and MSL (our reputation and comms consultancy network) means we can offer clients end-to-end sustainability support and advisory, from strategic development, material assessment and ambition-setting through to narrative and messaging development and campaign development to amplify sustainability achievements. We are the only holding company who can offer credible sustainability expertise coupled with a creative approach to communicating sustainability to maximise competitive and reputational advantage. We believe that?ÇÖs a pretty compelling and powerful proposition.

In a strategic move to align more closely with the evolving needs of its clients, Dentsu Creative India has restructured its creative business. The new formation comprises three distinct portfolio brands: Dentsu Creative Webchutney, Dentsu Creative Isobar, and Dentsu Creative PR. This reorganization aims to leverage the unique strengths of each brand to provide comprehensive, tailored solutions in the realms of creative media, digital experiences, and public relations.Dentsu Creative Webchutney, renowned for its groundbreaking campaigns, continues to push the boundaries of advertising and media engagement.Dentsu Creative Isobar, a leader in digital transformation, focuses on creating immersive, user-centric digital experiences.Completing the trio, Dentsu Creative PR specializes in public relations, offering strategic communication solutions to build and maintain a positive brand image. With a keen understanding of the media landscape and consumer behavior, Dentsu Creative PR crafts compelling narratives that resonate with target audiences and bolster client reputations.Also read:Webchutney and Isobar are complementary pillars of Dentsu Creative: Amit WadhwaDentsu Creative Promotes Surjo Dutt To CCO - Dentsu Creative WebchutneyTo understand the reimagining and strategic communication, and the impact of Dentsu Creative PR on Dentsu Creative, Adgully spoke to Sanjeev Anand, President, Dentsu Creative PR, to know what Dentsu PR brings to the table in terms of clients and brands and more.Talking about Dentsu Creative PR reimagining and reintroducing the creative business within the PR landscape, Sanjeev Anand, elaborated, ?Ç£At Dentsu Creative PR, we are at the vanguard of reshaping the creative business within the PR landscape through the seamless integration of innovative storytelling, data-driven insights, and cutting-edge technology. Our approach is centered on providing holistic and impactful communication solutions that connect with diverse audiences across a variety of media. By leveraging our vast network and the promotion of collaborative and innovative culture, we ensure that our clients?ÇÖ communications reach and deeply engage their intended audiences, resulting in significant outcomes and enduring relationships.?Ç¥Dentsu Creative PR?ÇÖs operations integrate with the broader Dentsu Creative frameworkAnand said, ?Ç£Dentsu Creative?ÇÖs broader framework enhances the functionality of Dentsu Creative PR. Utilizing the resources and synergies of a vast framework, Dentsu Creative PR functions as a crucial component of the larger Dentsu Creative network. It allows us to offer clients holistic solutions to their business challenges all under one roof. Through the integration of Dentsu?ÇÖs capabilities we have strengthened our capacity to provide comprehensive and innovative solutions. To improve efficiency and effectiveness, recent changes have focused on streamlining operations, enhancing collaboration across teams, and implementing advanced technologies. We now work on clusters, serving the top clients of Dentsu India and not merely on public relations. Such initiatives are intended to provide our clients with seamless and superior service, keeping us at the forefront of the industry.?Ç¥Unique values that Dentsu Creative PR bring to the tableAnand, emphasized, ?Ç£Dentsu Creative is driven by the philosophy of ?ÇÿInnovating to Impact?ÇÖ. With a combination of creative innovation, strategic insights, and global reach, Dentsu Creative PR brings a unique value proposition to the table. Our ability to craft engrossing narratives that resonate with diverse audiences while utilizing data and technology to maximize engagement and impact is what makes us strong. We excel in brand management, strategic communications and crisis communications, ensuring that our clients' brands are not only visible but also significant and relevant. Our integrated approach, combined with a deep understanding of market dynamics and consumer behavior enables us to deliver exceptional public relations, client engagement, and brand management results.?Ç¥Dentsu Creative PR?ÇÖs approach client relationsAnand shared, ?Ç£Our client relations strategy is based on a foundation of openness, trust, and customized solutions. We place high priority on the unique needs and objectives of each of our clients, allowing us to create customized strategies that deliver outstanding results. Regular communication, proactive problem-solving, and a commitment to excellence are at the core of our service philosophy. By continuously seeking feedback and adapting to the evolving landscape, we ensure that we not only meet but exceed clients?ÇÖ expectations, fostering long-term partnerships and achieving the highest level of client satisfaction.?Ç¥Vision for the futureSpeaking about his vision for the future of Dentsu Creative PR, Anand added, ?Ç£My goal for Dentsu Creative PR is to establish ourselves as the foremost authority on innovative and impactful public relations. By consistently pushing the envelope of creativity, adopting cutting-edge technological advancements, and keeping a laser-like focus on client success. Our strategic initiatives include investing in talent development, fostering a culture of collaboration and inclusivity, and expanding our capabilities through strategic partnerships. By staying ahead of industry trends and consistently delivering exceptional value, we will influence PR?ÇÖs future and drive success for our clients and stakeholders.?Ç¥