Lena Petersen has joined Stagwell as Chief Brand and Communications Officer.Petersen shared the update on LinkedIn, announcing her new role at the company.Prior to this, she served as Chief Strategy and Marketing Officer at Sugar23, where she worked across brand and entertainment strategy. She also spent over eight years at United Talent Agency.Earlier in her career, Petersen was associated with Publicis Media for over 16 years. She has also worked at Leo Burnett.With more than two decades of experience, Petersen has worked across areas including creativity, business and culture, which she continues to focus on in her new role.

Westlife Foodworld Limited (formerly Westlife Development Ltd), the owner and operator of McDonald’s restaurants in West and South India, has appointed Natasha Kini as Deputy General Manager of Corporate Communications. She shared the news via a LinkedIn post.In this role, Kini will lead the company’s internal and external communication strategies, focusing on brand reputation, stakeholder engagement, and corporate storytelling for the hospitality major.Kini is a seasoned communications professional with over a decade of experience across the lifestyle, hospitality, and corporate sectors. Before joining Westlife Foodworld, she held several key positions:Marriott International: Served as Senior Manager of Communications (South Asia), where she played a pivotal role in managing brand PR and crisis communications for the hotel giant.Adfactors PR: Worked as an Assistant Account Manager, handling high-profile lifestyle and consumer mandates.Publicis Consultants Asia: Gained early expertise in strategic media relations and corporate messaging.

Vernia Lim has stepped down from her role as Head of Public Relations, APAC at foodpanda.Lim shared the update on LinkedIn as she concluded her tenure at the company, where she led regional public relations and corporate reputation strategy across multiple markets in Asia Pacific.Prior to joining foodpanda, Lim was associated with JLL, where she held roles including Head of Public Relations, Southeast Asia, and Director, External Communications, Asia Pacific. In these roles, she worked on integrated communications strategies and managed regional media relations across several markets.Earlier in her career, Lim worked as Public Relations Manager at Mandarin Oriental, Singapore, handling marketing and communications for the property. She has also held roles at Communications DNA and Refinery Concepts.

The Public Relations and Communications Association (PRCA) has appointed Dr. Stacie Graham as Chair of its Race and Ethnicity Equity Board (REEB), marking a leadership transition for the body focused on advancing equity within the communications industry.Graham takes over from Barbara Phillips, who is stepping down after six years in the role. During her tenure, Phillips contributed to strengthening the PRCA’s efforts around race and ethnicity equity, helping establish the board’s direction and industry engagement since 2020.Dr. Graham currently serves as Managing Director of Social Impact at Burson, where she works with organisations to align purpose-driven initiatives with measurable business outcomes. Her previous roles include serving as WPP’s first Human Rights Officer and leading its global racial equity programme, where she oversaw the deployment of a $30 million commitment towards inclusion initiatives and strategic investments.She holds a doctorate in psychology from the University of Osnabrück and is the author of Yoga as Resistance: Equity and Inclusion On and Off the Mat.Outgoing PRCA REEB Chair, Barbara Phillips, said: “I was hugely impressed with Stacie’s stellar experience and recognised the same steely approach to what remains one of the thorniest subjects in our industry.I believe the work myself and the Board have completed since 2020 has created a foundation on which Stacie’s leadership can build and grow REEB into something even more impressive. I welcome her to the Board and look forward to supporting her as a founding member”.Dr. Stacie Graham, incoming REEB Chair, said: “The PRCA plays a vital role in setting the standard for our industry, and REEB’s work in championing race and ethnicity equity is central to that mission. I want to pay tribute to Barbara Phillips, whose leadership over the past six years has built a strong and credible foundation for the Board. I’m honoured to take on this role and committed to building on that legacy - particularly at a time when many organisations and individuals feel less confident openly discussing and supporting programmes that seek to develop and expand the reach of our industry to racially and ethnically minoritised people. That’s precisely when the work matters.”PRCA CEO Sarah Waddington CBE said: “Stacie brings a powerful combination of insight and experience at a time when this work matters more than ever and we’re excited to welcome her as Chair of the Race and Ethnicity Equity Board. I’d also like to recognise Barbara Phillips for six years of outstanding leadership, helping to shape REEB into a meaningful force for change across the profession and hold the PRCA accountable.”

Levergy has appointed Koketso Thebe Gaofetoge as Head of PR, strengthening its focus on communications and influencer strategy within sports and entertainment.Announcing his appointment, Gaofetoge said, “Excited is an understatement. I’m incredibly proud to begin this new journey with the leaders in sports entertainment, building on the strong foundation that’s already been laid.”From the company’s side, Managing Director Lindsey Rayner highlighted the strategic fit, stating, “KK’s experience across both local and global sport, combined with a progressive mindset and a clear hunger to challenge the status quo, aligns strongly with our vision for growth.”Gaofetoge brings over 15 years of experience across global and African sport, spanning media relations, digital strategy, and communications leadership. Prior to this, he was associated with NBA Africa, where he led social and digital media management, driving content and engagement strategies across the region.He has also worked with Cricket South Africa, managing communications and media operations, and with SuperSport United FC, where he handled media relations and club communications.His appointment comes as Levergy continues to strengthen its position in sports and entertainment marketing, with PR playing a key role in amplifying brand impact and consumer engagement.

Linkd Tourism has appointed Carrie Hutchinson as PR Manager, strengthening its communications capabilities across key markets.Welcoming her to the team, Managing Director Kylee Kay said, “We are thrilled to welcome Carrie to the team. Her track record speaks for itself, and her ability to navigate complex media environments across different regions is exactly what our clients need.”Hutchinson will be based in Melbourne and will support clients across the U.S. and Asia.On joining the company, Hutchinson said, “I’ve had a working relationship with the crew at Linkd Tourism for years now, and am so excited to be joining them… Travel and tourism are evolving rapidly right now, so it’s a particularly inspiring time to be starting with a company that’s an industry leader.”She brings extensive experience in content, journalism, and branded storytelling. Prior to this, she worked as a Commissioning Editor with Heads & Tales Content Agency, and has had a long career as a freelance journalist, editor, and copywriter, working across multiple publications and brands.Her appointment comes as Linkd Tourism continues to expand its PR and communications offering for global travel and tourism clients.

Burson has strengthened its leadership team with the appointment of Munnavar Attari as Chief Client Officer. A veteran of the communications industry, Attari brings over two decades of experience in public relations and strategic advisory to the role.Attari’s expertise lies in managing large-scale global MNC mandates, overseeing P&L growth across multiple geographies, and providing high-level counsel to CXOs on reputation management and complex campaigns.Attari has a proven track record of developing engagement strategies for both B2B and B2C clients. His experience spans a diverse range of sectors, including Information Technology and Healthcare, Philanthropy and Heavy Industries, Consumer Goods and HospitalityIn addition to his strategic PR capabilities, Attari holds a strong background in editorial strategy, market research, and content development, allowing for a data-driven approach to client storytelling.

Ruokamill, a science-backed nutrition brand focused on delivering holistic, age and gender specific nutritional solutions, has appointed Fifth Archer, a Delhi-based integrated communications consultancy for its public relations mandate.The company was founded with a vision to bring a more comprehensive approach to everyday nutrition. While much of the market continues to focus on single nutrients, particularly protein, Ruokamill is built on the belief that overall health requires a broader and more balanced nutritional intake.The brand’s product range is designed to address the evolving nutritional needs across different life stages, including children, teenagers, adults, and seniors. Its formulations are developed with guidance from experienced nutrition experts and aligned with established scientific frameworks, including recommendations from the Indian Council of Medical Research (ICMR).According to national health data, micronutrient deficiencies continue to remain a concern in India. Nearly 57% of women aged 15-49 is anaemic, while 35% of children under five are stunted, highlighting gaps in overall nutrition. Additionally, ICMR data indicates that a significant proportion of the population does not consistently meet recommended daily intake levels for essential nutrients such as proteins, vitamins, and minerals.Ruokamill aims to contribute to addressing these gaps through thoughtfully developed nutrition blends that combine multiple nutritional elements, including proteins, vitamins, minerals, probiotics, and other functional ingredients, to support everyday nutritional intake.Fifth Archer will drive integrated communication strategies, including brand relations and thought leadership positioning for the company. The partnership will focus on strengthening Ruokamill's presence across national media while building deeper awareness around holistic nutrition, which India needs. Commenting on the association, Chirag Yadava, Founder, Ruokamill, said, "With Ruokamill, we aim to build awareness around the importance of complete nutrition beyond just Protein. The body requires a balanced intake of protein, vitamins, minerals, probiotics, and other essential nutrients to support overall wellbeing. As conversations around preventive healthcare grow in India, it becomes increasingly important for consumers to have access to credible, science-backed, and well-balanced nutrition solutions. We are excited to partner with Fifth Archer to strengthen our brand narrative and take this conversation to a wider audience."Vikram Mahajan, Co-Founder, Fifth Archer, added, "Ruokamill is addressing a very real and underserved gap in India’s nutrition landscape. We look forward to working closely with the team to amplify their vision and create impactful brand stories."With this partnership, Ruokamill aims to accelerate its growth journey and strengthen its positioning as a science-led, consumer-first brand in India’s rapidly evolving health and wellness ecosystem.

Tenon Group, a leading provider of integrated security, facility management, and remote monitoring & e-surveillance services, has announced the appointment of Nikita Rawat as Deputy General Manager – Corporate Communications. The Group has a strong international presence across India, the UK, Singapore, and Germany.A seasoned communications leader, Nikita brings over a decade of experience across organisations such as Jabong, Grofers, and the Dubai Land Department. Her experience spans brand positioning, integrated communications during high-growth phases, and stakeholder and executive communications. She has also led marketing at Steadfast Nutrition, driving high-impact initiatives including IHFF as a prime sponsor and supporting the launch of India’s first-ever Pro Show in collaboration with the ABEC team.In her new role at Tenon Group, she will lead the Group’s corporate communications strategy, focusing on strengthening the brand narrative, driving cohesive messaging across subsidiaries,s including Tenon FM, Peregrine, and Soteria, and supporting long-term business objectives.Commenting on the appointment, Anuj Rajain, Global Chief Strategy Officer, Tenon Group, said, “We are delighted to welcome Nikita to the Tenon family at a pivotal phase of our growth journey. Her strong expertise in brand building and integrated communications will be instrumental in further strengthening our brand positioning and driving a more cohesive communication strategy across markets. With Tenon Group’s expanding global footprint, her role will be critical in amplifying our brand narrative, enhancing stakeholder engagement, and supporting our long-term strategic growth ambitions.”Reflecting on her appointment, Nikita Rawat said, “I am thrilled to join Tenon Group at such an exciting phase in its growth journey. With its strong global presence and diverse portfolio of businesses, the Group presents a unique opportunity to build a cohesive and impactful communications narrative across markets. Having worked with leading brands and institutions across sectors, I look forward to leveraging my experience in corporate communications and brand strategy to further strengthen the Group’s brand presence and visibility. For me, this role is about building meaningful connections with stakeholders and helping amplify the Group’s legacy of excellence and growth.

Confiance Communications, an integrated Communications firm known for its expertise in brand-building across genres and scales, has secured the PR mandate for Ubalance Naturals, a new-age plant-based supplements brand, building at the intersection of Ayurvedic intelligence and contemporary science—marking a strategic move to shape narrative leadership in India’s fast-evolving functional wellness space.Co-founded by Gurmeet Kaur, a business leader with over three decades of experience across aviation, financial services, leadership coaching, and now wellness, Ubalance Naturals was born from a deeply personal journey of addressing premenopausal health challenges through Ayurvedic principles and adaptogenic research. The brand addresses the fundamental health challenges that millions experience but struggle to find answers to: feeling persistently unwell despite "normal" lab reports.At its core lies a clear idea: that human potential is fundamentally linked to biological balance. Ubalance Naturals builds on the insight that modern lifestyle issues stem from disrupted internal chemistry—and require system-led, root-cause solutions rather than fragmented symptom management. Guided by both Ayurveda and modern science, the brand follows a structured functional approach—Digest ? Detox ? Deliver ? Balance—designed to restore the body’s internal equilibrium. Its formulations are designed to strengthen core physiological systems including liver detox pathways, digestive metabolism, hormonal balance, cellular energy, and immune resilience. Offered as liquid, multi-benefit, plant-based formulations, Ubalance Naturals differentiates itself through wild-grown, pesticide-free ingredients with higher phytonutrient potency, faster absorption through liquid delivery formats, and clean, chemical-free compositions. Launched as a D2C brand, Ubalance Naturals caters to a wide, cross-generational consumer base—from corporate professionals and wellness seekers to active individuals—united by a shared need to restore balance and optimise daily performance.As its strategic Communications partner, Confiance Communications—founded by Bushra Ismail—will architect the PR roadmap for Ubalance Naturals, leading strategic storytelling, media visibility, and thought leadership for the brand. With a track record of supporting close to 100 organisations across health, lifestyle, wellness, and consumer sectors — having worked with brands such as The Quorum Club, JetSetGo, CashKaro, Nutrabay, Salad Days, and ProcMart, among others — Confiance is increasingly recognised as a strategic communications partner for both emerging and established businesses. The mandate will encompass targeted brand storytelling, thought leadership programming, and high-impact editorial placements across health, lifestyle, and wellness media — with the goal of establishing Ubalance Naturals as a trusted authority in the natural functional supplementation space and amplifying its mission to serve 100,000 unique customers by 2028.Speaking on the partnership, Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said, “Wellness is one of the most crowded conversations in India right now — and yet, what Ubalance Naturals is saying is something most brands in this space have missed entirely. There are millions of people who are not sick, but are not well either — fatigued, foggy, depleted — and no prescription addresses what they're living with every day. Ubalance Naturals was built precisely for them, and its founding insight is as rigorous as it is empathetic: that the body operates as an interconnected system, and when one part is out of balance, everything else follows. At Confiance, we see this as a profound storytelling opportunity. Our role will be to shape a narrative that not only spotlights Ubalance Naturals’ product excellence, but places it within the larger conversation around functional wellbeing — one that India is only beginning to have. We are proud to partner with a brand that is as personally rooted as it is scientifically credible.” Adding to this, Gurmeet Kaur, Co-Founder, Ubalance Naturals, said, “The future of health lies in moving upstream — before dysfunction becomes disease. Functional wellness is about strengthening the body’s internal systems so that balance becomes the default state, not the exception. And with plant-based nutrition, the body has the intelligence to heal itself. Our vision is to make this science-backed, nature-led approach accessible, credible, and effective for everyday life.”As India’s wellness market continues to expand, Ubalance Naturals is betting that the next wave of growth will not come from more products — but from better frameworks. In doing so, it is not just building a brand, but attempting to redefine how a generation thinks about health itself.

Triveni Engineering & Industries Limited has appointed Priyanka Jain as Head of Corporate Communications.Jain shared the update on LinkedIn, highlighting the company’s position across sectors such as sugar, ethanol, engineering and water solutions.In her new role, she will lead integrated communications for the organisation, focusing on aligning brand narratives with business priorities and stakeholder expectations.Jain brings over two decades of experience across B2B, B2C and D2C domains. Prior to this, she served as Director, Enterprise Technology at Burson, where she led strategic communications initiatives in the technology space.

CHAGEE has appointed Evelyn Tay as senior director of communications and public affairs.Tay shared the update on LinkedIn, noting that she has taken on the role following a period of consulting work.In her new position, she will focus on shaping narratives around CHAGEE’s agriculture ecosystem, baristas and customers.Tay brings over two decades of experience across communications, public affairs and corporate strategy in the APAC region.Prior to joining CHAGEE, she worked as a senior advisor and consultant. Earlier, she served as vice president of communications, public affairs and sustainability, APAC at foodpanda, where she led corporate communications, public policy, regulatory affairs and sustainability initiatives across multiple markets.Her previous roles also include communications and PR director, APAC at Tesla in Hong Kong, and head of communications, APAC at Uber.She has also held the position of corporate marketing director at SPTS Technologies, where she led global PR and corporate marketing initiatives.

Alvarez & Marsal has launched a Reputation Advisory practice, aimed at supporting organisations during periods of heightened scrutiny and complex business situations.The new offering will focus on helping clients manage stakeholder engagement, address reputational risks and navigate critical moments including restructuring, disputes, transactions and transformation.The practice will be led by Rob Mindell, who joins as Managing Director based in London. He will be responsible for building and leading a senior team across the EMEA region. Mindell joins from FTI Consulting, where he was Senior Managing Director and co-led the London Crisis & Disputes practice.A London-based team of senior advisers will work alongside the firm’s existing restructuring, disputes, transactions and transformation practices to provide integrated advisory support.New team members include Balihar Khalsa, previously in senior communications roles at ITN; Rupert Bhatia, formerly with DRD Partnership; Monique Kilpatrick, previously at Kekst CNC and Camarco; and Danny Read, who joins from Man Group.The practice will also be supported by senior advisers including Oliver Shah, former Associate Editor at The Sunday Times, and Matt Warman, who previously served as Minister of State at the UK Department for Digital, Culture, Media and Sport and as Technology Editor at The Telegraph.According to the company, the new practice is designed to help organisations maintain control and manage perceptions during high-stakes situations, where reputational factors can influence outcomes.The launch forms part of Alvarez & Marsal’s broader efforts to expand its advisory capabilities across regions and service lines.

Bastion has appointed Peter Filopoulos as Managing Director, Experience, based in Sydney.In this role, Filopoulos will lead the agency’s experiential, partnership and sponsorship offerings across its client portfolio. He will report to group CEO Cheuk Chiang.Filopoulos brings more than two decades of experience across sport, entertainment, media and major events. His work has focused on commercial growth, partnership development and audience engagement.Most recently, he has been consulting with Canadian Soccer Media & Entertainment, supporting brand, marketing and commercial strategy across Canada Soccer’s professional football and media platforms.He previously served as Chief Customer, Brand and Marketing Officer at Football Australia, where he led customer, brand, marketing and communications strategy. During his tenure, he was involved in initiatives related to national teams including the CommBank Matildas and Subway Socceroos, as well as the FIFA Women’s World Cup Australia and New Zealand 2023.Bastion stated that Filopoulos has secured significant sponsorship and partnership value over the course of his career while leading brand and commercial initiatives.Commenting on the appointment, Chiang said Filopoulos’ experience across sport, entertainment and major events would support the continued development of Bastion’s experience-led offering.Filopoulos noted that the role presents an opportunity to further develop the agency’s capabilities across experiential, partnerships and audience engagement.The appointment comes as Bastion continues to expand its integrated offering across advertising, experience, media, insights, digital and communications.

Finger Lakes Health has promoted Kim Coffey to Vice President of Corporate Affairs and Corporate Compliance Officer.Coffey most recently served as Assistant Vice President of Corporate Affairs and Corporate Compliance Officer, with responsibilities across Geneva General Hospital and Soldiers and Sailors Memorial Hospital.In her new role, she will provide executive leadership for corporate affairs and compliance, while overseeing corporate governance initiatives across the health system. She will continue to work closely with executive leadership and the Board of Directors.Coffey has been associated with Finger Lakes Health for over four decades. During her tenure, she has held multiple leadership roles, including her appointment as Corporate Compliance Officer.Her work has included supporting regulatory compliance and governance across hospitals, nursing homes and physician practices, along with collaboration across internal teams and external stakeholders.Coffey holds a Bachelor of Science in Business Administration from Nazareth College and an Associate Degree from Endicott College. She is Certified in Healthcare Compliance and is associated with organisations such as the Health Care Compliance Association, American College of Healthcare Executives and Medical Group Management Association.She has also been involved in community initiatives, including serving on the board of United Way of Ontario County and the Canandaigua Knights Youth Hockey.

HP has appointed Joe Carberry as Head of Global Corporate Communications.Carberry joins the company from Breakwater Strategy, where he most recently served as Partner. He shared the update via LinkedIn, describing the move as an opportunity to join the organisation at a significant point in its journey.At Breakwater Strategy, Carberry advised organisations on areas including reputation, brand and transformation.Prior to that, he served as Managing Director and Head of Corporate Relations at Charles Schwab, where he led communications, events and community functions, and worked closely with senior leadership on stakeholder engagement.Earlier, Carberry was Vice President of Global Communications for marketplaces at eBay. He also spent nearly a decade at Visa in senior public affairs roles.His experience also includes leadership positions at Brunswick Group and MSL, where he worked on corporate reputation, crisis and communications strategy.

Nikhil Kharoo has been appointed Senior Director, Global Head of PR and Partnerships at Razer Inc..In his current role, Kharoo leads the company’s global PR and partnerships function, overseeing teams across the US, Europe and Asia. His responsibilities include driving global communications, strategic collaborations and brand initiatives.Kharoo has been associated with Razer for over two years, having previously held roles including Director, Global Head of PR and Partnerships, and Global PR Director.In addition to his corporate role, he serves as an Advisory Board Member at Open Innovation Labs, UC Berkeley.Prior to joining Razer, Kharoo worked at Google as Head of PR, Partnerships and Health Solutions Marketing.He also spent several years at Fitbit, where he held roles including Head of PR and Partnerships for Asia Pacific and Brand Partnerships and Public Relations Manager.Earlier in his career, Kharoo was associated with Burson-Marsteller, where he held multiple leadership roles across markets.

Authored by: Shiva Bhavani, Founder & CEO of Wing Communications There is a word that gets used more in brand communication today than at any other point in marketing history. That word is storytelling. Every agency pitches it. Every brand claims it. Every content strategy document opens with it. And at the precise moment the word has reached peak usage, the actual practice of it is disappearing. AI did not cause this. But it is accelerating it at a pace that the industry is not being honest about. What we are witnessing in the digital economy right now is not the redefinition of storytelling. It is the replacement of storytelling with something that resembles it closely enough to pass — in a dashboard, in a content report, in a client presentation — but carries none of the weight that made stories matter in the first place. What a Story Actually Is Before we talk about what AI is doing to storytelling, we need to be precise about what storytelling actually is — because the word has been so thoroughly diluted that it now means almost nothing in most brand contexts. A story is not a narrative arc. It is not a content format. It is not a three-part structure with a hook, a body, and a call to action. A story is a specific type of human communication that creates genuine emotional investment in an outcome. It requires a protagonist with something at stake. It requires tension — a gap between where things are and where they need to be. It requires truth — not factual accuracy necessarily, but emotional truth that an audience recognizes from their own experience. These are not technical requirements. They are human ones. And they cannot be reverse-engineered from pattern recognition applied to successful content.AI can produce content that has the structure of a story. It can identify that successful brand narratives tend to follow certain patterns and reproduce those patterns with technical competence. What it cannot do is generate the specific, irreducible human truth that makes a story land — the detail that is so particular it becomes universal, the tension that is so genuine it creates actual emotional investment. The digital economy is filling up with content that has the architecture of storytelling and none of its soul. And most brands cannot tell the difference because they stopped measuring for soul a long time ago. The Volume Problem The most immediate impact of AI on storytelling in the digital economy is not qualitative. It is quantitative. And the quantitative change is producing a qualitative crisis. Brands are producing more content than ever before. AI has removed the production constraint that previously acted as a natural quality filter. When creating content required significant human time and creative investment, there was an implicit standard — this needs to be worth the effort. That standard has been eliminated. The result is a digital economy drowning in content that was produced because it could be, not because it needed to exist. Stories that nobody asked for, told to nobody in particular, optimized for distribution metrics that have no relationship to genuine audience engagement. Volume without intention is not storytelling. It is noise with formatting. And audiences — even ones who cannot articulate why — are tuning out at a rate that engagement dashboards consistently underreport because the metrics being tracked are the wrong ones. What Gets Lost When Craft Disappears The storytelling craft that AI is displacing in the digital economy was built over decades by writers, journalists, filmmakers, and communicators who understood something that no training dataset can fully encode — that the difference between a story that changes how someone thinks and one that is forgotten in thirty seconds is almost always a single specific, unexpected, human detail. The founder who describes the exact moment they knew their company was going to work. The customer whose life changed in a way nobody anticipated. The product failure that led to the breakthrough. These are not narrative devices. They are moments of genuine human truth that create the kind of brand connection that no amount of optimized content can manufacture. AI cannot find these moments because finding them requires human conversation, human intuition, and the ability to recognize significance in something that does not look significant until a skilled storyteller sees it. What is being lost is not just craft. It is the institutional knowledge of how to find the raw material that real stories are made from. As brands increasingly outsource content production to AI systems, the human capability to identify, develop, and tell genuine stories is being quietly decommissioned. That capability does not come back easily once it is gone. The Trust Consequence There is a direct commercial consequence to the hollowing out of brand storytelling that the industry is not connecting clearly enough to AI-driven content strategies. Consumer trust in brand communication is at a historic low. Audiences are more skeptical of branded content, more resistant to narrative manipulation, and more capable of identifying inauthenticity than at any point in the history of modern marketing. Into this environment, the industry is deploying AI-generated storytelling at scale — content that is technically proficient, structurally familiar, and emotionally empty. The audience response is not outrage. It is indifference. And indifference is the outcome that no brand communication strategy can afford and most cannot recover from. The brands that are cutting through in the digital economy right now are not the ones producing the most content. They are the ones telling fewer, truer, morespecifically human stories — and trusting that genuine emotional resonance will do what volume never can. What AI Should and Should Not Own AI has a legitimate role in the storytelling process of any modern brand. That role is in the infrastructure, not the craft. Research, distribution, optimization, audience analysis, performance tracking — these are areas where AI genuinely improves the storytelling operation without touching the storytelling itself. Finding the right audience for a story, understanding what format works on which platform, identifying when and where to distribute — these are problems AI solves well. The story itself — the identification of genuine human truth, the craft of building emotional investment, the editorial judgment of what deserves to be told — that must remain human. Not because AI cannot produce a functional substitute, but because a functional substitute is not the same thing and audiences are increasingly able to feel the difference even when they cannot name it. The Redefinition That Is Actually Happening AI is not redefining storytelling in the digital economy. It is redefining the economics of content production — and that economic shift is creating pressure on every brand to produce more, faster, cheaper. The brands that resist that pressure — that protect the human craft of genuine storytelling even when AI makes the alternative cheaper and faster — will build something that cannot be replicated at scale. Authentic stories, told well, by brands that have done the human work of finding genuine truth in their own narrative, are becoming rarer. Which means they are becoming more valuable. That is the actual opportunity AI has created for storytelling. Not in the tools it provides. In the scarcity it has manufactured for the real thing.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Public relations is entering a defining phase of transformation. As artificial intelligence reshapes how content is created and algorithms dictate how it is distributed, the industry is being pushed far beyond its traditional role of narrative management into a more complex mandate: safeguarding credibility in an environment where visibility can be engineered, but belief cannot.What was once a relationship-led discipline anchored in editorial trust is now evolving into a hybrid model—where storytelling must intersect with platform logic, data signals, and machine-led amplification. The result is a paradox at the heart of modern communications: reach has never been easier to achieve, yet trust has never been harder to secure.From Media Relations to a Distributed Influence EcosystemThe most visible shift is in the very definition of media relations. No longer confined to newsrooms, it now spans a fragmented ecosystem of influencers, brand collaborations, and algorithm-driven discovery platforms.“Media relations today are no longer confined to editors in newsrooms. It has evolved into a dynamic ecosystem that includes influencers, brand collaborations, and algorithm-driven discovery,” said Manauti Walecha, Founder of Communication Casa.Yet, even as the channels diversify, the foundational principles remain intact. “PR at its core is still about relationships, credibility, and trust. Nobody can ever automate authenticity,” she added.This duality is redefining the role of PR professionals. The function is no longer limited to crafting narratives—it now requires an acute understanding of how those narratives travel across platforms.“Our role is no longer just that of a storyteller. We are narrative strategists who balance human insight with algorithmic intelligence. The ability to craft a compelling story must now go hand in hand with the ability to distribute it intelligently,” Walecha noted.AI Efficiency vs Human Judgment: The Industry’s Central TensionAs AI tools become deeply embedded in communication workflows, PR professionals are grappling with a critical question: how far can automation go without compromising authenticity?“Algorithms dictate how content is pushed out today, but the relationship between PR experts and editors will remain timeless as consumers crave authenticity which algorithms cannot provide,” said Neha Bajaj, Founder and Director of Scroll Mantra.Her assessment underscores a growing industry consensus—that while distribution may be automated, credibility still flows through human filters.“Editors possess traits that algorithms lack, such as integrity, judgment, and trustworthiness. An organization's presence in a reputable media outlet holds far greater significance than algorithmic push,” Bajaj said.This places clear boundaries on the role of AI within PR. “AI should be considered a powerful tool for augmentation, not a replacement for authentic human judgment. The core message, intent, and final voice must remain human-led,” she added.In an environment where content can be produced and scaled rapidly, the risks of over-automation are becoming more apparent. “If narratives feel overly manufactured or lack genuine perspective, credibility erodes quickly,” Bajaj warned.The Visibility Vs Credibility Divide WidensEven as data and predictive analytics become central to communication strategies, the industry is confronting a deeper structural reality: control over distribution does not equate to control over trust.“Editors still decide what gets pursued, and journalists still decide what gets trusted. Algorithms may shape what reaches audiences first, but they do not build belief,” said Srishti Sharma, Lead – Social Impact PR at ON PURPOSE.This distinction between visibility and credibility is becoming increasingly pronounced as AI-led newsrooms and content ecosystems expand.“Distribution is not trust. As AI-first newsrooms grow, audiences will ask who they can rely on, and the answer will still be human,” Sharma added.The implications extend beyond strategy into responsibility. As misinformation risks rise in an AI-amplified ecosystem, the burden on PR to ensure quality and accountability is intensifying.“The solution is not more content, but better content that is rigorously sourced, factually grounded, and editorially accountable,” she said.Ultimately, the industry is being reminded of a fundamental truth. “Trust is built through behaviour, not communication alone,” Sharma noted.A Structural Reset, Not Just a Tactical ShiftTaken together, these shifts point to more than just an evolution in tools or channels—they signal a structural reset in how public relations operates.The future of the industry will be shaped by its ability to navigate three defining tensions: the balance between human judgment and algorithmic optimisation, the trade-off between efficiency and authenticity, and the widening gap between visibility and credibility.In this new paradigm, success will not be determined solely by how far a message travels, but by how deeply it is believed.Trust as PR’s Ultimate DifferentiatorAs communications ecosystems become faster, more fragmented, and increasingly automated, the role of PR is being recast in sharper terms. It is no longer just about managing narratives or maximising reach—it is about ensuring that what is said is trusted, and what is amplified is credible.In an age where algorithms can manufacture visibility at scale, the real competitive advantage lies in something far less programmable: human trust.And for an industry built on perception, that may prove to be its most enduring—and most difficult—currency.

Glad U Came has secured the PR mandate for Alpino, one of India’s leading health-focused food brands known for its high-quality, protein-rich, and clean-label offerings.The account was won following a multi-agency pitch, further reinforcing Glad U Came’s growing reputation for delivering innovative, results-driven campaigns in the lifestyle and wellness space.As part of the mandate, Glad U Came will lead the strategic planning and execution of integrated PR and influencer marketing campaigns across digital platforms. The focus will be on strengthening Alpino’s positioning as a go-to brand for fitness enthusiasts and health-conscious consumers, while driving awareness, engagement, and brand recall at scale.Through a mix of targeted media outreach, compelling storytelling, and creator-led collaborations, the agency aims to build a strong and credible narrative for Alpino in an increasingly competitive health and wellness market.The partnership comes at a time when consumer preferences are rapidly shifting towards healthier, more mindful eating habits, creating a significant opportunity for brands like Alpino to lead the category.Alpino has established itself as a trusted name in the nutrition space with a diverse portfolio ranging from peanut butter to protein-rich snacks. The brand continues to focus on making healthy eating accessible, convenient, and enjoyable, while catering to the evolving needs of modern consumers through quality ingredients and innovative formulations.Commenting on the association, Maddie Amrutkar, Founder of Glad U Came, said,“We are excited to partner with Alpino, a brand that is redefining how India approaches health and nutrition. Our focus will be on building a strong, relatable, and impactful brand narrative that resonates with today’s conscious consumers and positions Alpino as a category leader.” Chetan Kanani, Founder of Alpino, added,“We are delighted to have Glad U Came onboards as our PR partner. Their strong understanding of the media and digital landscape will play a key role in expanding our reach and strengthening our connection with consumers. Together, we aim to drive greater awareness around healthy living and make nutritious food choices more mainstream.”With this collaboration, Alpino and Glad U Came aim to further accelerate the brand’s growth journey and reinforce its position as a leading name in India’s evolving health and nutrition ecosystem.

Primex Media Services, a leading media management and public relations agency in India, has been awarded the PR mandate for Vasu Healthcare, marking a strategic collaboration aimed at strengthening the brand’s visibility and outreach.Under this mandate, Primex Media Services will lead integrated communication strategies, media engagement, and brand positioning initiatives for Vasu Healthcare.Commenting on the association, Nitesh Desai, Founder & CEO of Primex Media Services, said, “We are pleased to partner with Vasu Healthcare, a brand that has built a strong legacy in Ayurveda while continuing to innovate in the healthcare space. With our expertise in strategic communication, we aim to enhance its media visibility, strengthen its brand positioning and support its growth across domestic and international markets.”Sagar Patel, Director of Vasu Healthcare, said, “Our association with Primex Media Services marks a significant milestone for Vasu Healthcare. As a brand deeply rooted in Ayurveda and driven by innovation, we see this collaboration as a powerful step towards expanding our global reach and connecting with wider audiences. With Primex’s strategic expertise and forward-thinking approach, we are confident that this partnership will open new avenues of growth, elevate our brand presence, and usher Vasu Healthcare into a new era of expansion and excellence.”Founded in 1980 and headquartered in Vadodara, Vasu Healthcare has established itself as a trusted name in the healthcare and wellness segment, with a strong focus on quality, innovation, and customer-centric offerings. The company operates across phyto-pharmaceutical therapeutics, OTC products, personal care, and herbal supplements, with a diversified portfolio of over 200 specialized products spanning urology, orthopedics, pediatrics, gynecology, haircare, skincare, and baby care. With a robust presence across India and in more than 50 international markets, Vasu Healthcare continues to strengthen its position as a globally recognized Ayurveda-led brand.Primex Media Services offers a comprehensive suite of PR and communication services, including strategic communication, media relations, crisis communication and content development. With this mandate, the agency further reinforces its growing portfolio and leadership within the PR and communications landscape.

Carolin Wiken has joined Kekst CNC, part of Publicis Groupe, as Director in its Stockholm office.Wiken brings experience in corporate and financial communications, with a focus on healthcare, life sciences and consumer sectors. She has held in-house leadership roles at Bayer and Pfizer, and most recently served as Partner at Geelmuyden Kiese, where she was also CEO of the firm’s Swedish operations.Her expertise spans strategic positioning, crisis management and stakeholder engagement, particularly in regulated environments. Based in Stockholm, she will work with teams across Kekst CNC’s global network on healthcare and life sciences mandates.Veronica Råberg-Schrello, Partner and Managing Director at Kekst CNC Stockholm, said Wiken’s experience across in-house and advisory roles will support the firm’s healthcare and life sciences offering.Commenting on her appointment, Wiken said she looks forward to contributing to the firm’s work in healthcare and life sciences, as well as supporting clients across complex communications situations.As of April 1, 2026, the Stockholm leadership team includes Veronica Råberg-Schrello, Malin Lundin, Henrik Nilsson, Stefan Nerpin, Carolin Wiken, Eva Widner and Veronica Ekstrand.

Cemex has appointed Eva Masa Pinto as Vice President of Global and EMEA Sustainability and EMEA Corporate Affairs.Masa Pinto previously served as Global Sustainability Director at Cemex. Prior to that, she held the role of Head of Climate Action within the organisation.She has been associated with Cemex for several years, with earlier roles at Cemex España, where she worked in maintenance management before moving into a leadership position as Director of Operating Support in Spain and the European Union.Masa Pinto holds an undergraduate degree in chemical engineering from Universidad de Valladolid.

Florian Laudan has been appointed Vice President of Public Relations, Press, Sustainability and Politics at Porsche AG.He succeeds Sebastian Rudolph, who has moved to focus on Corporate Communications at Volkswagen AG.Laudan joins Porsche from ZF Friedrichshafen AG, where he most recently served as Senior Vice President for Corporate Communications and Marketing.He brings extensive experience across communications and leadership roles within the automotive sector. Over the course of his career, Laudan has held positions at Mercedes-Benz Bank AG and Daimler Truck AG. He also worked in India and Japan with Daimler Truck Asia, before moving to the company’s headquarters to lead PR and Internal Communications for Trucks and Buses.At ZF Friedrichshafen, he initially led communications for the Commercial Vehicle Division before taking on a broader role overseeing Corporate Communications and Marketing.Commenting on the appointment, Michael Leiters said Laudan brings extensive industry expertise and international experience, adding that his capabilities will support Porsche’s communications during its ongoing transformation.

Burson has appointed Mathew Heim as Senior Advisor for Competition, Litigation and Regulatory at its Brussels office.Heim brings over two decades of experience spanning law, policy and strategic communications. He is actively engaged in the global competition policy ecosystem, serving as Senior Advisor to Business at OECD (BIAC)’s Competition Committee and as a Non-Governmental Advisor to the International Competition Network (ICN).Prior to joining Burson, Heim held roles including Head of International Competition Policy at Amazon and Vice President & Counsel at Qualcomm Europe.In his new role, Heim will support Burson’s work in competition, litigation and regulatory advisory.The appointment comes as organisations navigate increasing regulatory scrutiny across markets, with a growing need for integrated approaches that address both regulatory and reputational considerations.

Sunanda Rao-Erdem, Founder and CEO of Seraphim Communications LLP, reflected on the agency completing eight years, highlighting the evolving role of communications in business.Speaking on the milestone, Rao-Erdem noted that the definition of communications has undergone a significant shift over the years, moving beyond a support function to becoming central to strategy, reputation and risk management.“At Seraphim Communications, we have consciously stayed away from volume-driven visibility and instead focused on depth, on building narratives that can withstand scrutiny, travel across geographies, and resonate with diverse stakeholders,” she said.Looking ahead, Rao-Erdem emphasised the importance of staying rooted in fundamentals such as relationship-building, contextual understanding and thoughtful messaging.“The next phase for us is really about staying grounded in what has worked; building relationships, understanding context deeply, and being thoughtful about what we put out into the world. If there’s one thing we’ve learned, it’s that good communication is not about saying more, but about saying the right thing, at the right time, with honesty and integrity,” she added.

Turnitin has appointed Axicom as its public relations and social media agency of record in the United States.Under the mandate, Axicom will lead an integrated communications programme spanning strategy, media relations, social media advisory, content development and executive thought leadership.The engagement aligns with a new communications initiative led by Melissa Havel, who serves as Chief Communications Officer at Turnitin.Axicom was selected for its experience across artificial intelligence and technology, as Turnitin continues to strengthen its positioning around the responsible use of AI in education.Turnitin provides solutions focused on academic integrity and writing assessment for educational institutions across secondary and higher education. The company is expanding its communications efforts as educators and institutions respond to the increasing role of artificial intelligence in learning environments.

Narrative Strategies has appointed Jordan Davis as Managing Director, strengthening its leadership team.Davis most recently served as Vice President of Communications and Programming at the Congressional Management Foundation, where he led a rebrand and oversaw strategic changes to the organisation’s Capitol Hill–focused programming.Prior to that, he was Senior Director at Purple Strategies, advising companies and advocacy organisations on reputation, policy and communications matters.His earlier experience includes serving as Senior Advisor to the House Energy and Commerce Committee under former Chairman Greg Walden. He has also held roles as Chief of Staff and Legislative Director to former Representative Rick Berg, along with legislative positions for former Representative Thelma Drake.Davis has also worked with the National Republican Congressional Committee during multiple election cycles.

Burson has appointed Sujata Mitra as US chair of earned media.Mitra brings more than 25 years of experience across earned media, corporate reputation and communications strategy. An Emmy Award-winning former journalist, she will oversee Burson’s US earned media team and serve as a senior advisor to clients.She joins Burson from Edelman, where she most recently served as executive vice president and group head, earned media. In that role, she led a multi-sector team and worked with senior leadership across organisations on communications and reputational matters.Earlier in her career, Mitra led communications at Vox Media, supporting brands including The Verge and SB Nation. She has also served as senior director of communications at HuffPost.Her appointment comes as Burson continues to build its earned media capabilities in the US.

Manuj Tuteja has joined YAAP as Director – Influencer Marketing, marking a new chapter in his career in integrated communications and creator-led brand strategy.Announcing the move, Tuteja said, “I’m thrilled to share that I’ve joined YAAP as Director – Influencer Marketing!” He added that he is “looking forward to building, learning, and creating meaningful impact in this exciting new chapter.”Tuteja brings experience across public relations and influencer marketing, with a strong focus on integrated campaign strategy and execution. Prior to YAAP, Tuteja served as Head of Public Relations & Influencer Marketing at Team Pumpkin, where he led multi-platform campaigns and worked with clients including Taj Hotels, ITC, Mankind Pharma, and Unicharm Group.During his tenure, Tuteja conceptualised and executed high-impact campaigns, combining storytelling and influencer engagement to drive visibility and reach across channels, while also mentoring teams and strengthening campaign delivery.Earlier, he worked at Pollen, leading influencer campaigns for brands such as Dabur and DS Group, and began his career in public relations with roles at Blue Lotus Communications and Team Pumpkin.Tuteja’s appointment underscores YAAP’s focus on strengthening its influencer marketing capabilities as brands continue to invest in creator-led engagement and content-driven communication strategies.

Nupur Acharya has joined Adfactors PR as Senior Vice President, marking a new chapter in a career spanning journalism and corporate communications.Sharing the update, Acharya noted, “Some new beginnings arrive with certainty rather than noise.” Describing the move, Acharya added that it was “shaped by thoughtful conversations, shared values, and a long-held respect for the work and credibility the firm has built over time.”Acharya brings extensive experience in financial communications and media, having most recently served as Vice President – External Communications at Moody's Corporation, where the role focused on media relations and strategic communications.Prior to transitioning into corporate communications, Acharya built a strong foundation in journalism, spending several years at Bloomberg LP as an Asia equities and emerging markets reporter, covering stocks, fixed income, and currency markets, along with broader economic and policy developments.Earlier experience includes reporting roles at The Wall Street Journal and CNBC TV18, where Acharya covered banking, monetary policy, and financial markets.With this move, Acharya brings a blend of editorial insight and corporate communications expertise to Adfactors PR, further strengthening the firm’s capabilities in financial and strategic communications.

Inside Scoop has appointed GO Communications to lead public relations and communications for its “Rasa-rasa Malaysia” campaign.The campaign, launched in conjunction with Tourism Malaysia’s Visit Malaysia 2026 initiative, celebrates local flavours through a range of limited-edition ice cream creations. It was unveiled by Wizani Rosmin, senior director, management at Tourism Malaysia.“Rasa-rasa Malaysia” features six flavours inspired by different regions across the country. These include Johor’s Liberica coffee, Kelantan’s dark chocolate banana, Melaka’s dodol Musang King, Sarawak’s gula apong tiramisu, a chocomalt kaw dinosaur flavour representing Kuala Lumpur and Selangor, and a strawberry lemonade variant inspired by Pahang’s Cameron Highlands.According to Edmund Tan, co-founder of Inside Scoop, the campaign aims to position ice cream as a medium for storytelling and cultural connection, drawing on familiar tastes and local narratives.As part of its remit, GO Communications will support the campaign’s communications strategy and help amplify its narrative.The campaign also introduces experiential elements such as custom-designed packaging inspired by each state, along with a limited-edition “ice cream passport” and stamp rally mechanic to encourage in-store engagement.Running from April to May, the campaign will be available across Inside Scoop outlets nationwide.

Authored by: Gaurav Bansal , Director Marketing & Communications - SHRM India, APAC, & MENAFor a long time, corporate purpose mostly existed on paper. Companies carefully crafted purpose statements to explain what they stood for and how they hoped to contribute to society. These statements often featured in annual reports, leadership speeches and brand campaigns. They helped define a company’s identity and gave employees something meaningful and inspiring to connect with.But very often, purpose stayed exactly there -- in the narrative.It helped tell the organisation’s story, but it did not always shape the way decisions were made inside the business. Choices around investments, technology, hiring and leadership incentives often continued to follow familiar, traditional approaches—even when the company’s stated purpose pointed to a much broader ambition.That gap is becoming much harder to sustain.We now operate in a world where organisations are far more visible than they once were. Employees openly discuss workplace experiences. Customers pay attention to how companies behave, not just what they promise. Investors and regulators increasingly examine governance, technology practices and workforce policies.At the same time, artificial intelligence and automation are reshaping how businesses function. Decisions that once happened quietly within departments are now embedded into digital systems and data-driven models. In such an environment, purpose cannot remain a message layered on top of operations. It has to influence the architecture of how the organisation actually works.Take technology as an example. Many companies say they believe in responsible innovation. But the real question is how that belief shows up when AI tools are deployed. Are there systems to monitor bias? Are employees trained to understand the ethical implications of automated decisions? Is transparency built into technology governance? When purpose becomes operational, these questions are not handled as reputational concerns; they become part of decision-making processes.Workforce strategy offers another example. Almost every organisation today speaks about investing in people and preparing employees for the future of work. Yet those commitments become meaningful only when they influence real policies — how budgets are allocated for reskilling, how career transitions are managed, and how organisations support employees when technology changes roles. If purpose is genuine, it should shape how companies respond when workforce realities evolve.This is where the shift becomes clear.Purpose is gradually moving from storytelling into performance systems. In practical terms, that means it begins to influence how organisations measure success. Leadership performance, for instance, has traditionally been assessed through financial results and operational efficiency. Those measures remain critical. But today, organisations are also paying attention to how leaders develop talent, build inclusive teams, manage ethical risks and guide responsible technology adoption. These elements increasingly form part of leadership evaluation.Capital allocation is another place where purpose is becoming visible. Companies that speak about sustainability, social responsibility or long-term value are now expected to demonstrate how those commitments affect investment choices. Which projects receive funding? How are supply chains evaluated? What long-term societal risks are considered in strategic planning?These are not communication questions. They are governance decisions.For marketing leaders, this shift changes the nature of brand strategy. In the past, a strong narrative could exist somewhat independently from internal systems. Today, that separation is far more difficult to maintain. Audiences are quick to notice when a company’s message and behaviour do not match.As a result, marketing increasingly reflects what the organisation actually does rather than simply what it says.Human resource leaders and organisational designers play an important role here. Purpose becomes real for employees when it appears in everyday systems -- in how people are hired, how leaders are developed, how performance is evaluated and how organisational culture is reinforced.When those structures reflect purpose, employees experience it directly.None of this means storytelling is unimportant. Narratives still help organisations explain their direction and inspire engagement. But storytelling alone no longer creates credibility.Today’s stakeholders expect alignment between words and systems. The organisations that recognise this shift are beginning to treat purpose less as a branding exercise and more as part of business design. They understand that trust grows when internal practices reinforce the values the organisation claims to stand for.Purpose, in that sense, is changing shape.It is no longer simply a statement crafted for communication. It is becoming part of the frameworks that guide decisions, leadership behaviour and organisational priorities. Because in today’s economy, purpose is not defined by what companies declare. It is defined by what their systems consistently demonstrate.DISCLAIMER: The views expressed are solely of the author and Adgully does not necessarily subscribe to it.

Apurva Mishra has stepped into the role of Head – Corporate Communications & CSR at DHL Express India.Mishra shared the update on LinkedIn, announcing her transition into the new position within the organisation.Before taking on this role, Mishra served at MSLGROUP India, where she held several leadership positions over the years, including Vice President, Associate Vice President and Group Head.Earlier in her career, she was associated with DHL Express India in a corporate communications and responsibility role.Mishra’s professional experience also includes positions at Mondel?z International, Edelman and Vaishnavi Corporate Communications, where she worked across corporate affairs and public relations.She has built her career across communications, corporate affairs and public relations roles within agencies as well as corporate organisations.

In a move reflecting the evolving role of communication professionals in the boardroom, corporate communications professional Ashish Khare transitions into strategic thought leadership with the global release of his book, 'Standard Is Not Strategy - The Standardization Trap'. With over two decades of experience in Corporate Communication, Khare brings a distinctive perspective, one that connects narrative, perception, and visibility directly with competitive strategy. The book is published and available at Amazon in the USA, UK & Europe, Australia and Japan and can be shipped to other parts of the world through direct import. The book will soon be available in India.The "Standardization Trap" DefinedAt the core of the work is the "Standardization Trap", the tipping point where widely adopted "best practices" lose their effectiveness through mass replication. "In communication, we have always known that a repeated message loses impact. The same principle applies to strategy," says Ashish Khare. "Once an approach becomes a 'standard,' it stops differentiating and starts neutralizing outcomes. Organizations often believe they are being strategic when they are merely being consistent. Narrative and perception are not just tools; they are strategic levers. The moment they become predictable, they lose their power."A Shift for the Communications IndustryThe book highlights a broader industry shift: PR and brand management professionals are no longer just messengers, they are uniquely positioned to identify when narratives lose impact and where differentiation collapses. Organizations that control the narrative often shape the market itself, not just their image within it. Khare argues that communication professionals are uniquely positioned to identify when ideas become overused, narratives lose impact, and differentiation begins to collapse.Standard Is Not Strategy, has 87 sharp, unconventional strategies and frameworks designed to help you outmaneuver, outposition, and outthink the competition. Ashish highlights that this book is for entrepreneurs, business leaders, political strategists, communication professionals and anyone operating in high-stakes environments.

Confiance Communications has secured the Strategic Communications mandate for Nevron Group, an emerging leader in India’s renewable energy sector. The group integrates solar power, manufacturing, energy storage, and digital transformation, with its EPC arm Solarsure to support India’s clean energy transition. The collaboration comes at a pivotal time as Nevron Group scales across Industrial, commercial, and utility-scale projects, aligning with India’s Net Zero targets.Founded in 2021 and headquartered in Indore, Nevron Group operates across five integrated verticals of the clean energy supply chain—Transmission and distribution infrastructure development, solar components manufacturing, EPC (Energy, Procurement, and Construction), IPP (Independent Energy Production) and digital transformation—enabling energy transition through an end-to-end approach. The group was founded by Bhavesh Patidar, an IIT alumnus and climate-focused entrepreneur, to deploy a multi-dimensional approach to clean energy. Thus far, the company’s growth has been self-sustained, reinvesting operational revenues to build execution capability and maintain project reliability, which underscores Nevron Group’s long-term vision for clean energy infrastructure.Under the partnership, Confiance Communications will work with Nevron Group’s senior leadership to elevate its corporate positioning, enhance founder authority, and establish a robust media presence across business, energy, infrastructure, and policy sectors. The collaboration will focus on building advocacy for the group’s execution track record while deploying Communication strategies tailored to its evolving role in industrial decarbonization and India’s clean energy transition.Commenting on the collaboration, Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said, “We are excited to partner with Bhavesh Patidar and the Nevron Group as they scale their operations across India. What sets them apart is their comprehensive and integrated approach, creating a blueprint for India's energy transition. Their growth is powered by delivering impact and our role is to amplify that story to the business, policy, and investor ecosystems, helping position them as a key driver in achieving India’s 500 GW renewable energy vision.”Bhavesh Patidar, Co-founder & CEO, Nevron Group, added, "As our project portfolio and geographic footprint expand, it is critical for us to communicate our vision with clarity and credibility across all stakeholders. Confiance’s deep understanding of infrastructure-led growth and policy-driven transformation is exactly the partnership we need to reach the next level. This alliance is very crucial in furthering Nevron’s mission to make clean solar energy accessible nationwide. By scaling responsibly across commercial, industrial, and utility segments, we are positioned to play an integral role in India's clean energy landscape.”India continues to make significant strides in renewable energy, with record capacity growth in 2025. In this context, Nevron Group, through its diverse business verticals and strategic model, plays a critical role in India’s clean energy build-out.

Nissan has introduced a new global communications structure, bringing its regional teams and capabilities under a centralized framework as part of an ongoing business transformation.The new setup integrates communications teams across Japan, Europe and the Americas into a single global network. These teams will report to Chief Communications Officer Lavanya Wadgaonkar. The structure follows a “follow-the-sun” model, enabling teams across time zones to operate continuously and collaborate on global priorities.The reorganisation combines strategy, creative and digital functions into a unified approach. The aim is to streamline workflows, reduce duplication and maintain consistency in messaging across markets, while allowing regional teams to adapt communication to local requirements.As part of the shift, Nissan has also introduced a global centre of excellence operating as a shared service. This unit brings together design, editorial, video and multimedia capabilities to support content creation across the organisation.Leadership roles have been aligned with the new structure. Strategy and creative communications will be led by Senior Director Brian Brockman, while digital communications, including social and influencer strategy, will be overseen by Senior Director Ian Rowley. International communications will be led by Vice President Katherine Zachary, serving as a global storytelling and editorial hub.Regionally, the company has combined North and Latin America into a single Americas communications unit under Vice President Jay Cooney.The company said the changes are intended to improve coordination, consistency and speed across its global communications operations.

Honda Office has announced the launch of PR Collective Asia, a regional advisory network aimed at supporting Japanese enterprises across Southeast Asia.The consultancy, led by Tetsuya Honda, said the network brings together communications leaders from Singapore, Thailand, Indonesia, Vietnam, Malaysia and the Philippines. The initiative is designed to provide companies with access to market insights, cultural understanding and strategic communications support across the region.PR Collective Asia will focus on helping Japanese organisations manage communications challenges, including reputation positioning, stakeholder engagement and campaign execution in diverse markets.According to Honda, the initiative is intended to support Japanese businesses as they expand across Southeast Asia, where local market dynamics require tailored communication approaches.The network will offer services spanning strategic PR and integrated marketing, campaign planning and execution, corporate and brand narrative development, as well as advisory support for media engagement and stakeholder relations.To mark the launch, Honda Office will host the “Asia Insight 2026” conference in Tokyo. The event will bring together business leaders, including Shigeo Nakamura, to discuss business growth in Asia through locally informed strategies.PR Collective Asia includes a network of communications professionals such as Yvonne Koh, Matthew Underwood, Sophis Kasemsahasin, Andy See Teong Leng, Harry Tumengkol and Malyn Molina.

Kekst CNC has appointed Lyndsey Estin as Co-Chief Executive Officer.Estin will lead the firm’s US operations and work alongside Richard Campbell, who oversees non-US global operations.She succeeds Jeremy Fielding, who is moving to an in-house role at a public company.Estin has been with Kekst CNC for over two decades, during which she has held multiple senior leadership roles. Her experience includes work across mergers and acquisitions, shareholder activism and financial communications. She also founded and leads the firm’s US cybersecurity practice and contributes to its AI advisory work, including initiatives linked to parent company Publicis Groupe.Commenting on the appointment, Arthur Sadoun highlighted Estin’s experience across financial communications, crisis counsel, AI and cybersecurity, noting her role in advising organisations navigating evolving risks and technological change.Estin said the firm remains focused on supporting clients amid ongoing global shifts driven by technology and emerging risks.

Milk & Honey PR has appointed Matthew de Bakker as partner and country lead for Singapore.De Bakker will take on the role as the agency continues to strengthen its presence in the Asia Pacific region. He joins from Mutant Communications, where he spent close to a decade building the agency’s Singapore PR operations. During his time there, he held leadership roles including head of PR and country manager for Singapore, working with clients such as Singapore Sports Hub, Epson and The Walt Disney Company, along with regional startups.Earlier in his career, de Bakker held a senior communications role at Randstad, where he worked on building the company’s brand presence across Singapore, Malaysia and Hong Kong.At Milk & Honey, he will work alongside outgoing Singapore CEO Meilin Wong, who established the agency’s Singapore office and will continue to support the business in a consulting capacity.Commenting on the appointment, Kirsty Leighton said de Bakker brings strong market credibility, brand-building expertise and leadership experience to support the agency’s growth in the region.De Bakker noted that the Singapore market continues to evolve, with increasing demand for senior-level communications counsel, and expressed interest in contributing to the agency’s next phase of growth.Milk & Honey launched its Singapore office in 2023 and has since expanded its international footprint, with offices across London, Munich, New York, San Francisco and Singapore.

Land O’Lakes, Inc. has promoted Abbey Shilling to Vice President of Communications. She will take on the role as longtime communications leader Kim Olson prepares to retire.In her new position, Shilling will report to Senior Vice President and Chief Marketing Officer Heather Malenshek and oversee enterprise communications across internal and external audiences.Shilling has been with Land O’Lakes for more than a decade, most recently serving as Director of Communications. During her tenure, she has worked across the organisation’s business units and led initiatives related to corporate reputation, brand storytelling and stakeholder engagement.Olson, who has held the roles of Chief Communications Officer and Vice President of Communications, will retire following her tenure with the company.In a LinkedIn post, Shilling acknowledged Olson’s leadership and expressed appreciation for the communications team, noting its role in supporting the organisation’s work.

Ritika Kakkar has joined Jagat Pharma as Corporate Communication Manager – Public Relations.Kakkar shared the update on LinkedIn, marking her move from agency roles to an in-house communications position.Prior to this, she worked as Senior Account Executive at Adfactors PR. She has also held the role of Account Executive at Avian WE, where she worked on corporate communications mandates and handled clients including Deloitte India and Shardul Amarchand Mangaldas & Co..Earlier in her career, Kakkar was associated with Vedantu as a Subject Matter Expert and teacher. She also worked with Delhi Public School Indirapuram and DLF Public School in teaching roles.

Authored by: Shiva Bhavani, Founder & CEO of Wing Communications The PR industry is celebrating a transformation it doesn’t fully understand yet. Everywhere you look, agencies are announcing AI-powered PR. Automated media monitoring. AI-generated press releases. Predictive journalist targeting. The pitch is compelling: faster, smarter, more efficient public relations at a fraction of the time. And the industry is buying it. Enthusiastically. Without asking the one question that actually matters. What happens to the craft of PR when you engineer out the human judgment that made it work in the first place? What Media Relations Actually Was Media relations was never about sending press releases. The real work happened in conversations that never got documented. The relationship built with a journalist over three years of honest, relevant story suggestions. The ability to read a news cycle and know instinctively that today was not the day to pitch. That judgment — relational, contextual, deeply human — was the actual product that good PR firms sold. The press release was just the paperwork. Now we are replacing that judgment with algorithms. And calling it progress. The Engineering Illusion AI-driven media outreach is seductive for an obvious reason. It promises to solve PR’s most persistent problem — the inefficiency of human relationship-building at scale.An AI system can send five hundred personalized-looking pitches simultaneously. It can optimize subject lines, identify the best send time, and generate follow-up sequences automatically. On paper, this looks like progress. In practice, it is producing something that looks like PR and functions like spam. Journalists know the difference. They always have. The volume of AI-generated outreach hitting inboxes right now is not improving media relations — it is destroying it. Editors who once gave new PR contacts the benefit of the doubt now operate with a default assumption that the pitch in front of them was machine-generated and not worth their time. The industry has engineered itself into a credibility crisis and is measuring its way through it with open rate dashboards. What Gets Lost When You Automate Judgment There is a specific intelligence that great PR professionals carry that no AI system can replicate — knowing what a story actually is. Not what a brand wants to say. Not what the press release claims is newsworthy. But what has tension, stakes, and a reason for a reader to genuinely care. This is editorial judgment. It is the same intelligence that sits on the other side of the table in every newsroom. And it is what makes a PR professional valuable to a journalist — not as a content source, but as a filter. Someone who has already done the editorial work before the pitch ever arrives. AI systems do not have editorial judgment. They have pattern recognition. When PR firms replace human judgment with AI-driven optimization, they are not becoming more efficient. They are becoming less valuable — they just haven’t received that invoice yet. Where AI Actually Belongs in PRThis is not a romantic argument for keeping AI out of public relations. AI belongs in PR — but in specific, bounded roles. Research and intelligence gathering — monitoring news cycles, tracking competitor coverage, identifying emerging narratives — these deliver genuine efficiency without compromising strategic output. Let the machine read ten thousand articles. Have the human decide what it means. Content drafting as a starting point — not a finished product. AI can accelerate drafting for press releases and article outlines. But every piece of content leaving the building needs human editorial judgment applied to it. The AI draft is a first draft. Treating it as final is how brands end up with communication that is technically correct and entirely without credibility. What AI should never replace is the relationship, the editorial call, and the strategic narrative. Those are not inefficiencies to be engineered out. They are the process. The Industry Has a Choice to Make The path of least resistance is full automation — more output, lower cost, impressive dashboards. This path leads to a PR industry that is cheaper, faster, and largely irrelevant because what it produces will not be trusted by the journalists and audiences it is trying to reach. The harder path is integration with integrity. Using AI as infrastructure while protecting human capabilities — editorial judgment, relationship intelligence, narrative strategy — that cannot and should not be replaced. Media engineering is not the future of PR. It is the shortcut that looks like the future until the results arrive. The craft is not dead. But the industry needs to decide right now whether it is worth protecting.Shiva Bhavani is the Founder & CEO of Wing Communications, a strategic PR and reputation management agency working with high-growth brands across India.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Beast Industries has appointed Gaude Lydia Paez as Chief Communications Officer.Paez joins from Riot Games, where she served as Senior Vice President of Global Communications and Corporate Affairs, overseeing communications for the publisher of League of Legends.In a LinkedIn post, Paez said she has begun working with the leadership team, including CEO Jeffrey Housenbold and founder Jimmy Donaldson, and highlighted the company’s focus on content, consumer products and philanthropy initiatives such as Feastables and Beast Philanthropy.She added that she will be involved as the company expands into new content verticals, consumer products and services.Prior to Riot Games, Paez spent nearly five years at Hulu as Senior Vice President and Head of Corporate Communications. Earlier, she held senior communications roles at Fox Broadcasting Company and Yahoo.

Nissan Motor Company has appointed Jay Cooney as Vice President, Regional Communications for Nissan Americas.In this role, Cooney will lead communications across the Americas, overseeing strategy, media relations and stakeholder engagement for the region. He succeeds Brian Brockman, who is moving into a leadership role within Nissan’s global communications organisation.Cooney joins Nissan from Enviri, where he served as Chief Communications and Marketing Officer, leading global communications and brand strategy.He has previously held senior communications roles at PepsiCo, Ford Motor Company, General Motors and DaimlerChrysler.Commenting on the appointment, Christian Meunier said that Cooney brings strategic thinking and experience to support the company’s communications efforts in the region.Cooney will be based at Nissan’s Americas headquarters in Franklin, Tennessee, and will report to Meunier and Lavanya Wadgaonkar.

OATSIDE has appointed W Communications as its PR agency in Singapore as it expands into the soymilk category.As part of the mandate, W Communications will support the launch of OATSIDE’s new brand, “NOBO Soy”, and lead PR and communications efforts as the brand enters the market.Since its appointment towards the end of 2025, the agency has developed and led the earned media strategy for the launch, including engagement with local media and content creators.The campaign includes two events in partnership with Senang Supper Club for media and key opinion leaders, along with a seeding programme.Commenting on the partnership, Robin Chang, General Manager, APAC at W Communications, said the agency is working closely with OATSIDE as it expands its portfolio.He added that the mandate also involves collaboration with the agency’s influencer marketing arm, HelloFranses! Asia, for creator selection and brand alignment.Separately, in Malaysia, OATSIDE has appointed Trapper as its media agency to support its presence in the market. The partnership focuses on integrated media strategies aimed at strengthening brand awareness and consumer engagement.

Scaler, India’s leading tech education platform, today announced the appointment of Srishti Thakur as its new Group Head – Corporate Communications, further strengthening its leadership team as the company enters its next phase of growth. In this pivotal role, Srishti will lead Scaler’s integrated communications mandate across India, the US, and the UAE, working closely with the founders and leadership team to shape brand positioning, deepen stakeholder engagement, and build a cohesive narrative across diverse markets and business lines.Srishti brings nearly two decades of experience in corporate communications, public relations, and brand building, having advised both global enterprises and high-growth startups at leading PR consultancies across the country. Most recently, she spearheaded PR and Corporate Communications at Physics Wallah, where she was instrumental in building the function during a period of rapid growth and shaping the organisation’s external narrative as it prepared for its IPO journey.Her entrepreneurial journey as Co-founder and CEO of Plants Cart also provided her with invaluable insights into building from the ground up and the intricacies of consumer and brand development. Srishti is also an active mentor for early-stage startups, particularly women entrepreneurs, with a keen interest in sustainability-led ventures.“We are delighted to welcome Srishti Mathur to Scaler,” said Abhimanyu Saxena, Co-founder of Scaler. “Her deep expertise in strategic communications, coupled with her experience in scaling brand narratives for high-growth companies, will be instrumental as we expand our global footprint and reinforce our position as a leader in tech education and career transformation. Srishti's vision for a unified and impactful brand voice aligns perfectly with our ambitious goals.”“In the AI era, wherein skilling and future-readiness are paramount, Scaler's mission of bridging the talent gap and transforming careers deeply resonates with the impact I aim to create. This role presents an exceptional opportunity to bring sharper narrative thinking to a brand that is so effectively solving a critical problem at scale. I am excited to build a more consistent, cohesive voice for Scaler as we continue to empower professionals for the future of work,” said Srishti Mathur, Group Head – Corporate Communications at Scaler.Over the next 6-12 months, Srishti will focus on strengthening Scaler’s brand at a strategic level, building a clear, differentiated positioning anchored in outcomes and credibility. Her key priorities include evolving Scaler from being seen primarily as a strong edtech player to becoming a definitive voice in the future of work and tech careers globally. This will involve creating a more unified brand story, elevating leadership narratives, and ensuring consistency across markets while retaining local relevance.

Signal AI has announced the acquisition of Memo, a platform that provides readership data directly from publishers.The move will bring article-level readership insights into Signal AI’s reputation and risk intelligence platform, marking the integration of publisher-sourced readership data into an AI-driven system.Memo works with a range of global enterprises, including Google, Pepsi, Walmart, Keurig Dr Pepper and PayPal.With this acquisition, Signal AI will combine its existing analytics capabilities, including share of voice, sentiment and topic analysis, with Memo’s readership data. The integration is aimed at providing communications teams with more precise visibility into how content is consumed and how narratives impact brand reputation.The combined platform will also support monitoring and alerting capabilities by incorporating readership data, enabling teams to assess the relative impact of coverage and prioritise responses.

Paritee has appointed Elizabeth Gladwin as Chief Data and Innovation Officer.The appointment is aimed at advancing the group’s work in AI-led innovation, data-driven communications and strategic intelligence. Paritee is the parent company of PR agencies including Geelmuyden Kiese and Brands2Life.Gladwin joins from Weber Shandwick, where she led a multimarket team of insight specialists, analysts and researchers. Her experience spans audience intelligence, influencer analysis, channel analytics, measurement solutions and applied AI, with a focus on translating data science methods into scalable processes and products.In her new role, Gladwin will oversee Paritee’s AI, data, analytics and strategic intelligence functions. She will work with teams across the network to integrate analytics and automation into communications strategy, corporate advisory and brand work.The appointment builds on existing capabilities within the group, including Truth Consulting, a research and intelligence practice led by Matilda Andersson, and the Paritee AI Hub, headed by Henrik Ebbesen.“Communications today is being reshaped by AI and data, from how insight is generated, to how ideas are created, to how impact is measured,” said Gladwin.Jonas Palmqvist added that clients increasingly require a combination of creativity, communications expertise and data analysis to navigate complex environments.Gladwin will be based in London and will work across Paritee’s international network.

VFS Global has appointed Ellerton & Co. as its public relations agency for the ASEAN region.The mandate covers communications across Singapore, the Philippines, Indonesia, Thailand and Vietnam.Under the partnership, Ellerton & Co. will support VFS Global in strengthening engagement with media and key stakeholders, while streamlining public communication related to visa and consular application processes. The remit also includes promoting verified information channels and assisting with traveller communication during peak travel periods.The agency will work to ensure that VFS Global’s communications remain clear, timely and relevant across local markets as travel demand rises in the region.Headquartered in Zurich and Dubai, VFS Global works with governments and diplomatic missions to manage administrative components of visa, passport and consular services. The company operates in 167 countries with more than 4,000 application centres worldwide and has processed over 533 million applications since its founding in 2001.Ellerton & Co. was selected based on its experience in Southeast Asia’s startup ecosystem, where it has supported companies across different growth stages. The agency also has experience across finance and technology sectors, with clients including Nebius and Atome Finance.VFS Global joins Ellerton & Co.’s recent client additions, which include Ethiopian Airlines, ARCC Spaces and TADA, along with expanded mandates for existing clients such as BDx Data Centers, Kintone and Sansan.

Lockheed Martin has appointed Jenna McMullin as Senior Vice President and Chief Communications Officer, effective immediately.In this role, McMullin will lead the company’s global communications organisation. Her responsibilities include overseeing enterprise communications strategy, media relations, brand, digital engagement, employee communications and stakeholder communications.Stuart Holliday, Chief Public Affairs Officer at Lockheed Martin, said McMullin brings extensive experience in strategic communications and leadership across global organisations. He added that her appointment will support the company’s efforts in strengthening communication with employees, customers and stakeholders.McMullin has more than two decades of experience in strategic communications, reputation management and organisational leadership across the aerospace, defence and technology sectors. She began her career as a civilian public affairs officer for the Air Force.In her new role, she will work with senior leadership across the company to advance communications strategy and engagement with key stakeholders globally.Commenting on her appointment, McMullin said she looks forward to working with the communications team to support the company’s mission and strengthen how it communicates with its audiences.