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

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

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

Instinctif Partners, one of the leading strategic reputation advisory firms in the MENA region, is opening a new office in Abu Dhabi, the capital of the UAE, from which it plans to further expand into the exciting Abu Dhabi market. Instinctif Partners has more than 12 years of experience in the Middle East and North Africa, with a team of over 60 consultants across Dubai and Riyadh. Instinctif Partners is renowned for supporting some of the most influential private and public sector clients with reputation management, IPO communications, investor relations, corporate reporting, ESG and sustainability, and public affairs.“We are honoured to have advised clients in the region for over a decade from our local offices in Dubai and Riyadh, and now look forward to building on this success with our newly launched Abu Dhabi office. We’re looking forward to working even more closely with government clients and corporates, listed across all UAE exchanges,” said Samantha Bartel, MENA CEO at Instinctif Partners.“I am delighted to expand our capabilities in the MENA region with the opening of a third regional office in Abu Dhabi,” said Julian Walker, Group CEO at Instinctif Partners. “Our Abu Dhabi office will enable us to support clients seamlessly across several sectors and industries in the capital through exceptional client service, deepening our footprint in this dynamic region. This commitment to meeting our clients where they are, is reflected in the quality of our work and caliber of our team.”Jim Donaldson, Non-Executive Chair at Instinctif Partners, further emphasized: “Abu Dhabi is of strategic importance to our growth in the Middle East. Our new office will strengthen our in-market capabilities, adding depth to the insights we provide our clients. Instinctif Partners’ growth is tied to the success of our clients, which is why we take a client-first approach globally.”Late last year, Instinctif Partners launched its MENA Public Policy practice, to act as a bridge between the public and private sectors and advise governments on their ambitious development agendas. “This latest strategic phase of our growth ambition for the region has been long in the planning,” adds Bartel. “Fresh from our winning Large Consultancy of the Year at the PRCA MENA Awards 2024, we are reinforcing our sustained impact and commitment to excellence.”

Abu Dhabi-headquartered marketing and communications agency 9Yards Communications today announced the signing of a co-operation agreement with global B Corp PR agency, Milk & Honey PR, in London.The collaboration brings together two innovative communications agencies with the immediate result being a mutual expansion of their respective geographic reach, knowledge share, and client servicing capabilities across the Middle East, Europe, North America, and Asian regions.An agreement built on shared ambition and complementary services, the benefits to their existing and potential clients include award-winning strategic planning, ESG and purpose communications, PR, innovative digital and social media strategies, creative storytelling, media relations, media buying, and multimedia production.In the immediate term, 9Yards Communications’ clients will benefit from enhanced opportunities for exposure in European, North American, and APAC markets, while Milk & Honey gains access to 9Yards’ presence across the Middle East region. Longer-term plans include the development of existing and new business opportunities, regional client support, and cross-agency skills development.Milk & Honey PR – Global B Corp LeadershipMilk & Honey, with offices in London, New York, Munich, and Singapore, brings its people-first, purpose-driven communications to the partnership. As the world’s highest-scoring B Corp agency, its values-led approach has positioned it as a global leader in the field of ESG, AI, and emerging technologies communications.9Yards Communications – Pioneers of 4D CommunicationsAs a part of NG9 Holding, 9Yards Communications is a rapidly growing marketing and communications force in the UAE and Middle East region, with offices in the UAE, Egypt, Saudi Arabia, and Jordan.The agency’s services extend beyond traditional 360° communications, delivering its proprietary 4D communications model. This approach focuses on building authentic relationships, driving lasting brand engagement, and crafting strategic communications that connect emotionally.The agency has established itself as the go-to partner for top regional and international clients, including many UAE and Abu Dhabi government entities and private sector clients alike – offering a fully integrated scope of innovative, result-driven communications solutions.Hussam Almulhem, Founder and CEO of 9Yards Communications, added: “Driven by shared values and an ambition to provide an ever-greater international reach for our respective clients, this partnership with Milk & Honey is a fantastic opportunity for two creative powerhouses of global talents to flourish together. We look forward to the opportunities this new and complementary dynamic will present.”Today’s announcement marks a key milestone for 9Yards Communications as it further solidifies its position as a leading force in the region’s communications landscape, with greater international capabilities and influence made available through this strategic partnership.Kirsty Leighton, Founder and Group CEO of Milk & Honey, commented: “Our agency is built on the idea that business must be a force for good – for people, the planet, and our purpose-driven clients. In 9Yards Communications, we have found a like-minded partner – a company that shares our desire to challenge, push boundaries, and change the world. Together, we offer true global reach and deep regional expertise, alongside industry-leading communications talent. This is just the beginning of the journey – and we’re excited to see where our partnership takes us.”

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Manali Pilankar, Associate Director of Corporate Communications, JM Financial, discusses her journey from Account Manager at Adfactors PR to her current role. She shares her insights on reputation management in today’s digital landscape, the impact of technological developments on communication strategies, emerging trends in corporate communications, and more.How has your journey from Account Manager at Adfactors PR to Associate Director of Corporate Communication at JM Financial shaped your perspective on corporate communications?My journey has been with lots of learning, unlearning and relearning so far, as the media landscape has been going through transformation and disruptions on the back of the digital technology revolution. However, the fundamentals of the corporate communications still remain the same, that is, to build and maintain a reliable and positive image of an organisation by highlighting its vision and mission and the actions being undertaken to achieve them, communicate effectively to all key stakeholders.However, its nature and format has gone through significant transformation. Instead of a unidirectional flow of information, corporate communication has become collaborative and participatory. Moreover, in this era of digital and new media, corporate communications professionals have the option to explore various formats of communication - podcasts, blogs, info-graphics, etc. - to send the message across.It’s also particularly satisfying to see this role evolve as a strategic function as you are the custodian for managing perception and building reputation of the organization.What are the most effective strategies for brand monitoring and reputation management in today’s digital landscape, especially considering your extensive background in PR?Brand monitoring in the era of digital media has become even more critical and challenging for the corporates, as they need not only to keep a tab on all possible communication interfaces or touch-points in the digital media ecosystem, but also to react faster. In addition, the interconnected nature of digital media has redefined the reputation management framework and dynamics as well. It’s about how efficiently companies can use owned media, paid media and earned media to create positive perception towards their brands and control the brands’ narrative, thus eliminating the possibility of any PR crisis and strengthening customer trust.The strategy to control the online narrative of a brand in the digital media domain has become multi-dimensional. Misinformation on social media results in uncertainty and as more people use these platforms to consume news. Therefore, it is imperative for companies to have a stronger ORM strategy. To build that agility in the time-critical social media ecosystem, one needs to deploy effective tools to track conversations and prepare a proactive response strategy.An effective reputation management mechanism helps companies categorize and respond to comments or feedback about their brands promptly. This helps prevent a negative online reputation from swelling into a larger threat that can potentially harm a brand’s positioning. Brand reputation monitoring allows organizations to stay informed about their industry trends and competitors. Companies can stay ahead of the curve and identify areas for improving their brand image through effective monitoring online and can gain key insights on how they are being perceived, as well as improve their products or offerings. A potent reputation management blueprint helps companies remain proactive and far-sighted.With the rise of AI-generated content, what do you think are the key implications for how listed companies interact with their stakeholders, including employees and customers?The use of AI-generated content is growing across sectors, as it’s cost-effective and facilitates quick turn-around. However, as things stand at the moment, one needs to use it perhaps as a starting point and refine it further to customize it to reflect the brand tone and voice. It can appear to be highly templatized if not edited properly before uploading.Artificial intelligence (AI) plays an enabling role in building a strong employee engagement with real-time feedback. As communication professionals, we constantly multitask and AI can be a great tool to research and add value if we do not let go of the human touch. It helps us enhance our skills, be more creative and productive.That said, loss of human interaction and data privacy are some key areas that leaders are concerned about. At a time when customers are increasingly becoming demanding, conversational AI at all crucial touch points can help develop proactive customer outreach and engagement.There should be a proper mechanism in place to make sure that content outputs are in line with the ethical and brand guidelines. Generating content through AI runs the risk of encountering issues like plagiarism, offensive tone, unconscious bias, etc.Responsible corporate communication professionals understand the adverse implications of using AI-generated content without adequate scrutiny. Credibility and accuracy are the two aspects which communications professionals should not compromise at any cost.As a corporate communication specialist, what responsibilities come with leveraging new tools and platforms, and how do you mitigate potential unintended consequences? How have technological developments influenced your communication strategies at JM Financial?A multifaceted approach is crucial for effective engagement internally and externally. While the digital platforms and technologies have redefined the ease, speed and habit of accessing or consuming information. The performance measurement metrics have also gone through changes. Being a corporate communication professional, I always keep my mind open to these changes. In fact, we can’t ignore the role of new-age technologies such as artificial intelligence, virtual reality, etc. in paving the way to create the desired impact in communications and developing strong engagement with the target audience. In a nutshell, there are three thumb rules one must follow. First, don’t take chances with AI-generated content. One should check accuracy and originality by verifying the sources. Second, while using generative AI, there is an urgent need to maintain data privacy. You just can’t use confidential information while using AI. Third, the team members need to undergo regular training to use AI tools responsibly.Internally, fostering transparent communication channels and regular updates on organizational developments can enhance employee morale and commitment. Creating avenues for feedback and suggestions further empowers the internal workforce. Internal communication needs to evolve, incorporating transparency, active listening, and nurturing open dialogue. Externally, organizations should leverage the rich experience and expertise of the communication and PR professionals to communicate a unique value proposition to clients and partners.At JM Financial, we embrace all the various communication tools/ software and formats to create engaging representation of narrative and information. Be it the info-graphic software, data visualization technique.Given the multifaceted nature of online reputation management today, how do you navigate the complexities introduced by social media and complicated algorithms?Navigating online reputation management (ORM) in the context of social media and complex algorithms involves implementing several key strategies. Effective ORM is vital for any brand’s credibility and long-term success. A proactive ORM strategy should start with active monitoring and listening to consistently track brand mentions across social media and review sites. Using tools like Google Alerts and social listening platforms, one can stay informed on how audiences perceive your brand in real-time. The next step is engagement. Responding to comments, both positive and critical, demonstrates that you value customer feedback and are committed to addressing their concerns. Apart from content creation, a communication professional needs to stay updated with Algorithm Changes which ensures that the brand's strategy aligns with the latest social media and search engine ranking factors for maximum visibility.In addition, there has to be a crisis management plan in place for handling negative publicity swiftly. The cycle of listening, engaging, and adapting is fundamental to building a resilient, respected brand reputation.Our team members leverage tools to keep an eye on the mentions of our brand across all major platforms. As a part of the proactive measure, we engage with the social media users on a regular basis by answering queries or thanking them for showing appreciation or support. We also try to maintain a consistent brand voice across platforms.What emerging trends do you foresee in corporate communications?The future of corporate communications will be shaped by purpose-driven narratives, where actions resonate louder than words. The shift from traditional messaging to action-based and impact-driven outcomes will strengthen brand integrity and deepen stakeholder trust, as companies increasingly demonstrate their commitment through measurable impact.There will also be a movement towards a humanized approach in corporate communications. Audiences value authenticity and emotional connection, seeking genuine interactions over polished statements. This trend opens new opportunities for PR strategists to engage audiences in meaningful, two-way dialogues that resonate on a personal level. By harnessing platforms that facilitate feedback, we create a feedback loop that informs and improves our strategies.Another defining element will be sustainability. Stakeholders expect transparency and substantial action. By demonstrating transparency and a commitment to sustainable practices, communications professionals can build a resilient brand rooted in trust and foresight.

TRACCS, the largest independent and homegrown communications consultancy in the MENA region, and Accordience, the parent company of global agency brands Grayling, Citigate Dewe Rogerson, Cirkle, Red Consultancy, and movement, announced a strategic global partnership bringing together decades of proven expertise and experience. This affiliation enables access to integrated, reputation-building communications services and solutions for leading organizations, with a worldwide network of more than 100 offices.This unique partnership addresses the growing demand from corporates and organizations for seamless local, regional, and global communications delivered through a single, integrated team. By combining TRACCS' unrivalled MENA presence and expertise with Accordience's extensive international network, the alliance enables clients to reach and influence diverse audiences across multiple markets with cohesive, culturally resonant messaging.  Mohamed Al Ayed, CEO of TRACCS, said: "Communications is a game-changing industry, and for the past 27 years, TRACCS has had the privilege of playing a major role in inspiring, driving, and leading the evolution of the industry in the Middle East and North Africa. With the aspirations of all major global markets and businesses transcending borders, strategic communications plays a mission-critical role in ensuring unified messaging, positive brand reputation, and successful business outcomes. This partnership with Accordience is more than just a business affiliation; it is a three-way commitment that positively impacts our combined portfolio of clients, our teams, and the communications ecosystem as a whole. Together, we have the passion, dedication, and know-how to deliver multi-stakeholder and multi-market communications programs that hit the mark."Sarah Scholefield, Group CEO of Accordience, said: "In today's connected world, businesses need communications partners who can think globally and act locally. This partnership with TRACCS addresses the critical need for organizations to maintain brand consistency across borders while adapting their messages to resonate in local markets. By combining Accordience's global reach and diverse sector expertise with TRACCS' breadth and depth across MENA, we're creating a powerful alliance that will enable our clients to navigate complex international landscapes with confidence. Whether it's a global brand looking to make an impact in the Middle East or a MENA-based company seeking to expand internationally, our partnership offers a unique, integrated approach to strategic communications."The joint offer to clients and new business targets will combine a comprehensive suite of services including brand communications, corporate and public affairs, financial communications, and digital and social media strategies. It will serve clients across various sectors, including financial services, retail, FMCG, real estate, sport, energy, technology, infrastructure, and many more.The TRACCS-Accordience affiliate partnership has already led to the successful delivery of multiple international client projects, showcasing the immediate value and seamless integration of the collaboration.(Image: Mohamed Al Ayed, CEO of TRACCS and Sarah Scholefield, Group CEO of Accordience. Image Courtesy)

Grand Hyatt Mumbai Hotel & Residences, a beacon of luxury and hospitality in India, is pleased to announce the appointment of two dynamic leaders to further elevate its guest experiences and strengthen its brand presence. Khushboo Sangtani joins as Director of Marketing & Communications, while Hema Narayane steps into the role of Director of Celebrations. Both bring a wealth of experience in hospitality, and their leadership will be instrumental in reinforcing Grand Hyatt Mumbai’s reputation as a premier luxury destination.With over a decade of experience in strategic marketing and communications, Khushboo joins Grand Hyatt Mumbai from ITC Hotels, where she held the position of Marketing and Communications Head for ITC Grand Goa Resort & Spa, along with Storii by ITC Hotels Goa. Known for her innovative approach to digital and experiential marketing, Khushboo has a track record of designing campaigns that resonate with guests and drive engagement. At Grand Hyatt Mumbai, she will oversee the hotel’s marketing strategy, focusing on creating impactful campaigns, expanding brand visibility, and amplifying the property’s unique offerings across digital platforms. Her work will be key to reinforcing the hotel’s position as a leader in Mumbai’s luxury hospitality landscape, while driving revenue and enhancing guest satisfaction.Commenting on her appointment, Khushboo Sangtani shared, “I am incredibly excited to join Grand Hyatt Mumbai and work alongside a talented team that is committed to excellence and innovation. The hotel’s rich legacy and its focus on delivering exceptional guest experiences align perfectly with my passion for hospitality and brand-building. I look forward to driving impactful marketing strategies that not only enhance brand presence but also resonate with our guests and community.” Hema Narayane brings over 12 years of hospitality experience, with a specialized background in event sales, project consultation, and corporate sales management. Previously, Hema served as the Associate Director of Sales at Hyatt Pune and Hyatt Place Hinjewadi, where she drove high-impact sales initiatives and forged valuable client relationships. Her experience spans several renowned brands, including Four Seasons Mumbai and Conrad Pune, where she managed large-scale MICE and social events. As Director of Celebrations, Hema will lead the planning and execution of all major events, weddings, and social gatherings at Grand Hyatt Mumbai, creating unforgettable celebrations for guests.Commenting on her new role, Hema Narayane said, “Joining Grand Hyatt Mumbai as Director of Celebrations is an honor. I look forward to curating unique, personalized events that exceed guest expectations and create cherished memories. With my experience and passion for the art of celebrations, I am excited to contribute to the hotel’s continued success.”“We are delighted to welcome both Khushboo and Hema, whose expertise and passion will be key in enhancing the experiences we offer our guests,” said Stephanie Gururani, Director of Sales and Marketing. “Khushboo’s strategic vision and proven success across digital, social, and experiential marketing, along with Hema’s dedication to delivering exceptional events, make each of them a tremendous asset to Grand Hyatt Mumbai. Their contributions will help us set new standards of luxury and service at our property.”These appointments mark an exciting new chapter for Grand Hyatt Mumbai as it further strengthens its leadership team.

GOZOOP Group, a leading independent creative marketing and communications agency, has hired Vipul Arora as Director - Brand Solutions. This move will further strengthen Gozoop’s leadership towards its vision of building India’s self-grown independent network.In his new role, Vipul will drive growth at Gozoop by building strategic client relationships and securing integrated mandates aligned with the organization’s long-term vision. Prior to joining Gozoop, Vipul served as Senior VP - Business and Growth at Tonic Worldwide, where he played a pivotal role in scaling the business and optimizing operations.With over 13 years of expertise in business development, resource optimization, and P&L management, he is set to expand Gozoop’s market reach. His proven ability to penetrate new markets and foster stakeholder collaboration will be instrumental in enhancing Gozoop’s presence and reinforcing its reputation for sustainable, value-driven solutions.Vipul Arora, Director – Brand Solutions, GOZOOP Group, said: "My journey with Gozoop Group begins as they celebrate their 16th anniversary and I couldn’t be more excited to join at such a pivotal moment of growth and transformation. With Gozoop’s innovative approach to brand building, I see immense potential to drive business growth and extend our market presence across geographies. I’m deeply inspired by the vision of the founding team to build India’s own homegrown advertising network, and I’m eager to contribute toward bringing that vision to life. Together, we will continue to push boundaries, embrace new opportunities, and solidify Gozoop Group’s position as the leader of India’s ever-evolving digital landscape."Rohan Bhansali, Chairman and Co-founder of GOZOOP Group, added:"Our mission at Gozoop is to build an entrepreneurial ecosystem where the best people can do the best work of their lives. In Vipul, we found a Level 5 leader who is ambitious to build a great organization with the right value system. With Vipul Arora on board as Director (Brand Solutions), we're taking a significant step towards leveling up our brand solutions capabilities. His exceptional leadership qualities, ambition, and alignment with our values make him an invaluable addition. We're excited to have him lead our team to new heights.”

Authored by Mr. Navanil Sengupta, Associate Director - Brand, Communications and Growth, JM Financial ServicesIn a not-so-distant past, companies could remain behind the curtain, carefully managing every aspect of their image. Back then, if a company made a mistake, it might not even make the news. But today, a single social media post can change everything, and brands have to be ready for it. We’re living in an age where consumers don’t just buy products; they buy into stories, values, and integrity. And they expect transparency like never before.Picture yourself scrolling through your feed one lazy afternoon, and you come across a story from a company that goes beyond just advertising a product. They’re sharing where their materials come from, how their production impacts local communities, or even their struggles to improve their sustainability practices. You find yourself nodding, maybe even sharing the post, because it feels real. You’re drawn in not just by the product, but by the genuine, unfiltered story.Why Transparency Builds TrustWe’re all living in a world overflowing with information. With so much competing for attention, trust has become rare and valuable. And trust doesn’t come from a snappy slogan or a clever ad campaign—it comes from brands that openly share their values, their origins, and what they’re really all about. It’s no longer enough to just say, “Trust us!” Customers want to know, “Why should we?”Transparency is what cuts through the noise. When companies make it clear where they stand on issues, explain their production choices, or even let us in on their sourcing practices, they’re building something bigger than a sale—they’re building a relationship. And like any solid relationship, it’s built on honesty.Navigating Open CommunicationBeing transparent can be tough. It means being prepared to talk about things that aren’t always pretty or simple. But this kind of openness does something powerful: it makes a brand human. When a company admits to a mistake or explains a tough decision, people see more than a logo. They see a group of people making thoughtful choices, doing their best in a complicated world.For instance, if a brand faces backlash for a certain decision, staying silent can seem like the safer route. But directly addressing the issue, explaining what happened, and sharing the steps they’re taking to fix it can turn a potentially negative story into one that strengthens loyalty. It shows customers that the brand doesn’t just want their money—it values their trust.The Social Media SpotlightIn today’s world, social media amplifies everything. We’re all connected, sharing opinions and stories faster than ever. Brands can’t control the conversation like they used to; instead, they’re part of a huge, public dialogue. Every choice they make, big or small, has the potential to ripple across networks in an instant.This is why transparency is essential. When brands take the time to openly explain their decisions—whether it’s about how they treat their employees or where they source their materials—those stories can resonate with people on a deep level. Social media thrives on authenticity, and in this environment, transparency becomes a brand’s best ally.How Transparency Becomes a Competitive EdgeTransparency is more than just a buzzword; it’s a competitive advantage. Consumers today have endless choices, and they’re drawn to brands that invite them behind the scenes, showing the real, sometimes messy, stories that make up their journey. It’s not about presenting a perfect image; it’s about building credibility by being open, even when it’s uncomfortable.Transparency is also a way to bring customers along for the ride. When people feel like they’re part of a brand’s story, they’re more likely to stick around. It’s about sharing not just the successes, but the struggles, the questions, and the decisions along the way. And when customers feel involved, they become more than buyers—they become believers.A Shared FutureAs consumers, we’re part of this shift, too. When we support transparent brands, we’re choosing a future where business isn’t just about profit, but about purpose and principles. And for brands, the payoff for being transparent goes beyond customer loyalty. It creates a community of advocates who truly believe in the brand’s mission.In the end, transparency is a bridge. It connects brands and people, bringing them together in a world that values openness and trust. It’s not just a trend—it’s an invitation to build a stronger, more honest future. And as we all move forward, it’s the brands that embrace transparency that will lead the way.Disclaimer: The views expressed are solely those of the author and do not necessarily reflect the views of The PRPost.com

Drishti Bhatnagar is a Senior Account Manager and Public Relations Professional, who recently moved from Madison World to Weber Shandwick. With experience across top PR agencies, Bhatnagar is adept at crafting compelling narratives and executing high-impact campaigns, making her a valuable strategist in the field. Her expertise spans media relations, brand storytelling, and client management, positioning her as a dynamic leader in the evolving world of public relations. At Weber Shandwick, Bhatnagar continues to leverage her skills to drive innovative communications for clients, building on her impactful journey at Madison World.In conversation with Adgully, Drishti Bhatnagar, Senior Account Manager, Weber Shandwick, speaks about the importance of strategic storytelling, media connections, and the power of adaptable, innovative PR approaches that resonate with today’s audiences. Bhatnagar’s seamless transition highlights her commitment to building compelling brand narratives and driving meaningful engagement in the evolving PR landscape.What motivated your decision to transition from Madison World to Weber Shandwick, and what specific goals influenced this change?My career transitions were always driven by a desire for growth and the opportunity to work and explore different client verticals. After spending several years at Madison World, where I had the privilege of working on diverse campaigns with leading brands, I felt the need to challenge myself further in a larger, more dynamic environment. Weber Shandwick’s global reputation, innovative approach to communications, and focus on purpose-driven campaigns aligned perfectly with my professional aspirations.How do you balance your diverse roles at Weber Shandwick, and what challenges do you face in juggling these responsibilities?As a PR professional at Weber, I act as an extended communication team for clients, managing client servicing and strategy development. I prioritize high-impact tasks, balance short-term needs with long-term goals, and stay ahead of the curve in the rapidly evolving digital landscape. My focus is on delivering innovative, effective communication strategies that drive results, while navigating PR’s fast-paced nature and exceeding client expectations.What does a typical day look like for you? Could you share the key activities that you prioritize in your day-to-day life?A typical day for me at Weber Shandwick is a blend of strategy, collaboration, and client engagement. I start by reviewing the day’s priorities – from client meetings to media outreach – and ensure alignment with the team. Much of my time is spent coordinating with clients and internal teams to refine strategies and troubleshoot challenges. I also prioritize staying up-to-date with industry trends, which helps in crafting proactive solutions for clients.What inspired you to pursue a career in this field, and how did you prepare for this role alongside your other professional commitments?My inspiration to pursue a career in public relations stemmed from my passion for storytelling and the impact effective communication can have on shaping brand narratives.From the start, I was drawn to the energetic, fast-paced nature of the industry and its potential to influence public perception. To prepare for this role, I balanced my academic studies with internships and hands-on experiences, which helped me build a solid foundation in PR. As I progressed in my career, I consistently sought opportunities for professional development, such as workshops and certifications, to stay current with industry trends while managing other professional commitments.Did you have any mentors or icons who guided you in your career, and how did they influence your professional journey?Yes, I’ve been blessed to have great bosses in the start of my career who became my mentors and my close friends. They helped me to refine my PR skills and instilled the importance of resilience and adaptability in the industry. Their insights on strategy and client management shaped my approach to problem-solving. I still sometimes call them when I am stuck somewhere and need guidance.How do you maintain a healthy work-life balance, and what practices do you use to manage stress and ensure personal well-being?I prioritize work-life balance by setting clear boundaries and managing my time effectively, ensuring space for personal pursuits like meditation, reading, and family time. Mindfulness practices and strategic breaks help me stay focused and calm, while a well-structured routine maintains productivity. By intentionally balancing professional demands with self-care, I preserve my well-being, boost resilience, and achieve a fulfilling integration of work and life.Could you share some key milestones or achievements in your career so far, and how have they shaped your professional journey?Throughout my PR career, I have delivered impactful results, notably executing a pioneering virtual roundtable at the onset of Covid and spearheading successful brand launches for leading FMCG brands. Notably, I have maintained long-standing relationships with previous clients, showcasing my commitment to enduring partnerships. By working with cross-functional teams on large-scale projects, I have honed my leadership and collaboration skills. These milestones have enhanced my expertise in PR strategy, pressure-resistant delivery, and industry adaptability, positioning me as a versatile and effective communications professional.What key learning experiences from your time at Madison World have you carried over to your current role at Weber Shandwick?At Madison World, I learned the importance of adaptability, quick decision-making, teamwork and building strong client relationships. I also gained valuable experience in integrated campaigns, which I now apply at Weber Shandwick to develop more holistic, cross-channel strategies. These experiences have helped me stay proactive in meeting diverse client needs in my current role.

Aakriti Thakur has been appointed as the Head of Brand and PR at Paras Health. She announced the news through her LinkedIn post. With over 10 years of professional experience, Aakriti has worked with several companies, including Healthians for over 7 years, Sai Webtel Technologies Pvt. Ltd. for 3 years, and the British Council for one year.

Sandpiper Group has bolstered its financial and professional services division by appointing Hermen Chow as a senior leader within the team. Based in Hong Kong, Chow brings extensive expertise in reputation management and strategic advisory, having collaborated with prominent law firms, real estate companies, and financial institutions throughout her career. This addition reflects Sandpiper's commitment to expanding its footprint across the Asia-Pacific region, emphasizing a focus on delivering high-quality advisory services to clients navigating complex financial landscapes and regulatory challenges. Chow’s appointment reinforces Sandpiper’s dedication to regional growth and elevating its service offerings in reputation and crisis management across key markets.

Montieth SPRG has been appointed as the public relations partner for the highly anticipated Insurtech Insights Asia 2024, set for December 4-5 at the Kerry Hotel in Hong Kong. This conference, renowned as Asia’s largest insurance technology event, is expected to bring together over 5,000 professionals, including C-level executives, from top-tier insurance and insurtech firms. The conference will cover the transformative role of technology in the insurance industry, addressing innovations in AI, digital underwriting, and customer-centric solutions.With Montieth SPRG at the helm of its PR efforts, Insurtech Insights aims to broaden its reach across Asia-Pacific by attracting influential leaders, facilitating networking opportunities, and highlighting groundbreaking industry trends and insights. Montieth SPRG's campaign will support the conference's goal to be a pivotal platform for collaboration and knowledge-sharing, positioning it as a thought leader in the insurance tech sector. This appointment further underscores Montieth SPRG’s recent growth in strategic communications across the Asia-Pacific region, reflecting their success in engaging audiences and boosting visibility for significant events and industry leaders

The Kuwait PR & Communications Summit, in collaboration with the Middle East Public Relations Association (MEPRA), is set to take place from December 2-5, 2024, at Jumeirah Messilah Beach Hotel, Kuwait. The event will convene leading minds in public relations, communications, and media across the Middle East, promising an engaging forum for insights, innovation, and industry advancement.Event Details:• Summit & Exhibition: December 2-3, 2024• Workshops: December 4-5, 2024This year’s summit is tailored specifically for senior-level professionals and teams responsible for designing and executing impactful communication strategies both internally and externally. Attendees will gain essential updates on industry trends, challenges, and evolving best practices in strategic communications, leadership, and data-driven reporting.Key highlights will include panel discussions featuring thought leaders across sectors, who will address current challenges faced by communication professionals in today’s rapidly changing landscape. The summit will also provide case studies of excellence, showcasing how leading organizations are navigating new communication channels to build stronger engagement with stakeholders, the public, and internal teams. These real-world insights offer participants actionable takeaways on the latest innovations for achieving greater transparency and impact in corporate communications.Networking opportunities throughout the summit are designed to foster collaboration and idea-sharing among professionals from diverse industries, making this event a vital platform for those looking to stay at the forefront of communications in the Middle East.

APRW Pte Ltd (APRW), a leading integrated communications agency in Singapore, has announced expansion of its client portfolio with the addition of several prominent, home-grown brands across multiple industries. At the forefront of the home and lifestyle industry, APRW welcomes Sterra as part of its repertoire of consumer clients. With the addition of clients including Lunch Actually Paktor Group, Mathilde Singapore, and Envoku (Live Group), APRW reinforces its position as a trusted partner for delivering innovative communications solutions tailored to the unique needs of each client.  APRW to collaborate with Sterra to enhance everyday living Sterra, a local brand that specialises in air and water purifiers designed to elevate Singaporeans’ quality of life, has appointed APRW as its PR agency. Known for offering high-quality, eco-friendly products, Sterra aims to improve the well-being of individuals by providing clean air and pure water solutions. Their range of products is crafted with cutting-edge technology to effectively eliminate harmful pollutants, allergens, and contaminants, making them suitable for homes, offices, and other indoor environments. APRW will be managing Sterra’s publicity efforts on a retainer basis. APRW opens a new chapter in dating with Lunch Actually Paktor GroupAPRW has provided strategic counsel for the merger of Lunch Actually and Paktor. Both brands will continue to operate independently, with the holding entity as the Lunch Actually Paktor Group. The agency crafted the narrative for the announcement, advised on key angles and the release of the Singles Dating Survey 2024 to offer deeper insights into dating trends, behaviours, and current dating dynamics.    “We’re delighted to have played a part in helping Lunch Actually and Paktor ‘tie the knot’ as they come together to form the Lunch Actually Paktor Group. This union reflects both brands' dedication to enriching the dating journey and helping singles find their perfect match. As they combine their strengths and expertise, singles across Asia can look forward to even more opportunities to connect and find love,” said Cho Pei Lin, Managing Director of APRW. APRW supports local brand Mathilde in its mission to craft purposeful luxury APRW will be spearheading the publicity efforts for the upcoming launch of Mathilde, a Singaporean luxury handbag brand that combines traditional craftsmanship with modern, sophisticated design. Mathilde Singapore was born from the desire to merge heritage, craftsmanship, and modern luxury into creations that embody both personal stories and timeless elegance. Through bespoke PR activities and Key Opinion Leaders (KOL) partnerships, APRW hopes to reflect Mathilde’s commitment to excellence, sustainability, and individuality.APRW works with Envoku to redefine event engagementEnvoku, part of Live Group, a global events and engagement agency, is working with APRW for its launch in Singapore. With its AI-driven AudienceDNA profiling tool, Envoku revolutionises how businesses connect with their audiences by providing deep insights for hyperpersonalised, impactful engagement strategies. With this partnership, APRW will help Envoku establish itself as a leader in event management and communications. “We are thrilled to be working with Sterra, Envoku, and Mathilde Singapore, three brands that are committed to delivering value and innovation in their respective industries. At APRW, our goal is to help our clients build stronger connections with their audiences by delivering thoughtful, strategic PR solutions. We look forward to helping them navigate their journeys and elevate their presence in meaningful ways,” said Julie Chiang, Director, APRW.

5WPR, one of the largest independently owned PR firms in the US, announced its appointment as the public relations agency of record for amp, a revolutionary at-home AI-powered fitness machine. Founded by billionaire Shalom Meckenzie, amp was born out of a vision to redefine strength training for a new era of fitness. The smart strength machine utilizes data analytics and AI to deliver a workout experience as unique as its users—one that inspires, challenges, and entertains across all fitness levels. "As amp enters the market, we're eager to apply our strategic storytelling expertise and deep understanding of technology and fitness to introduce this innovative brand to a wider audience," said Lori Ruggiero, Managing Partner and Executive Vice President of Corporate & Technology at 5WPR. "We're honored to support Shalom Meckenzie's vision and commitment to helping launch a new era of strength training." 5WPR will oversee media relations, awards, and event support for amp, with the aim of elevating its market presence, emphasizing its uniqueness among the competition, and assuring the target audience that it is the top choice among fitness enthusiasts. The campaign will emphasize amp's innovative and customizable strength training features, its ability to provide real-time health and performance insights, and highlight the sophisticated and minimalist design for any type of home. "amp is here to revolutionize strength training—making it smarter, more powerful, and adaptable to any lifestyle," said Shalom Meckenzie, Founder of amp. "We're thrilled to work with 5WPR to bring my vision to life and give more people access to experience the future of fitness—leading to better, healthier lives."5WPR kicked off the partnership by supporting amp's presale launch in October, offering this game-changing machine at a competitive price of $1,795. The presale allows users to reserve amp with an initial payment of $99, bringing the future of strength training one step closer.

Nikhil Gulati has officially departed from Amazon after three and a half years with the company. In his most recent role as Principal PR, he spearheaded communication strategies to address reputational challenges and handled media relations for Amazon in India. Gulati initially joined Amazon in July 2021 as a Public Relations Manager.Throughout his career, Gulati has worked with prominent organizations including Ford India, The Wall Street Journal, Star India, and the Press Trust of India. He brings extensive experience in news writing, editing, corporate and strategic communications, brand development, campaign planning, and crisis management.In a LinkedIn post, he said: "Amazon was my 10-year Plan, but there was a twist in the middle that I wasn’t prepared for. I was made an offer I couldn’t refuse and I decided to take a leap of faith, even if it meant stepping away from my 10-year plan. Sometimes life presents us with choices that take us off the path we expected, and we just have to trust the journey."

Syngenta Group has welcomed two seasoned leaders to its communications team, appointing Dimitri Houtart, as Head of External Communications and Alison Tudor-Ackroyd as Head of Digital and Social Media. Dimitri, who will report to Chief Communications Officer Saswato Das, will lead Syngenta's external communications initiatives from Jealott’s Hill, UK. His role encompasses media relations, social media, and digital media, overseeing efforts across the Group’s operations in over 100 countries.Dimitri brings 21 years of experience from the BBC, where he held senior editorial roles, including a decade as the BBC’s Rural Affairs Champion and executive editor for rural, environmental, and food topics. He managed an extensive portfolio of rural coverage, spearheading up to 1,000 programs annually. His work has been widely recognized with numerous awards, and he’s known for his dedication to environmental causes. He also served on the board of King Charles’ responsible business network and is a member of the advisory board for TABLE, a collaborative initiative among global institutions examining the future of food systems.Alison Tudor-Ackroyd will be based in Manchester, UK, and will guide Syngenta’s digital and social media strategies. Previously, she was a director within the international communications team at Alibaba Group, where she also served as Managing Editor of Alizila, the company’s corporate newsroom. Alison has a distinguished background in journalism, with over 20 years of experience at outlets such as The Wall Street Journal, Reuters, and the South China Morning Post. Her career as a business and finance correspondent spanned major global cities, including Tokyo, London, Milan, Paris, and Hong Kong.The two will collaborate with an international team that includes Beat Werder, Michelle Ng, and Violaine Delli in Basel, Switzerland; Allen Shapard in Washington D.C., US; and Roger Zhang in Shanghai, China, ensuring a cohesive global communications strategy for Syngenta Group.

FINN Partners, the global independent, full-service marketing and communications agency, has announced the promotion of Elizabeth Treversh, formerly senior partner in the UK consumer practice, to managing partner, UK consumer.Elizabeth , who was recruited three years ago as part of a planned transition, takes on the role as Zaria Pinchbeck, current managing partner, consumer, steps down, five years after selling her former agency, ZPR Ltd, to FINN Partners.The twenty strong London-based consumer team will continue to work on long standing clients such as Lakeland and Waitrose, in addition to new clients gained since ZPR was acquired by FINN, including The World’s 50 Best Restaurants, Wagamama, Dole Sunshine Foods, Toolstation, Berry Bros. & Rudd and 2K video games, to name just a few.Elizabeth said: “It’s been a brilliant three years working alongside Zaria and I’ve learnt a lot along the way; hers will be some seriously big shoes to fill. PR is a constantly evolving discipline and I feel lucky to work with one of the most creative and switched-on teams in the business, servicing an eclectic mix of UK and global clients.”Zaria Pinchbeck commented: “The last five years has been a tremendous experience and I always say I wish I’d done it sooner. We couldn’t have found a better home for the agency I set up 23 years ago than FINN Partners. We’ve been working on our succession plan for the last few years, and it’s great to see the plan come together so well. I’d like to thank Liz, Lynne, Polly, Jonathan and the whole team for being such a ‘dream team’, and Peter Finn, Chantal Bowman-Boyles and the founding partners of FINN for all their incredible support over the last five years.”Chantal Bowman-Boyles, managing partner, FINN Partners EMEA, says: “This is a fantastically well-deserved promotion for Liz, who has spent the last three years embedding herself with our teams and clients, and leading several of our high-profile new business wins. At the same time, we wish Zaria all the best for the future. She is a talented operator who has been a wonderful colleague, mentor and friend to all of us since she joined. We want to thank her for bringing such an amazing team and portfolio of clients to FINN, and for helping our consumer practice grow from strength to strength during her time with us. We’re excited to see what the next chapter holds for both our team and for Zaria.”

Brand-comm Public Relations, a leading PR agency, part of Madison World, today unveiled a new brand identity, celebrating 26 years of excellence and reasserting its commitment to holistic client service in the VUCA world. Now rebranded as Brandcom PR, the company’s fresh look is symbolized by a sleek, modern logo in a striking blue-and-red combination, embodying precision, creativity and a forward-thinking outlook. The new identity is keeping in line with the new brand identity of Madison World launched earlier this year in March.“The new brand identity demonstrates how astutely Brandcom PR wishes to lend itself to the domain of Public Relations in a fast-changing communications ecosystem. The brand refresh also is an attempt to bring Brandcom PR and Madison World closer.” said Mr. Sridhar Ramanujam, Founder-CEO, Brandcom PR.Lara Balsara Vajifdar, Executive Director, Madison World, noted, “Innovation and ideation have always defined us. Our refreshed look reflects our growth while staying true to our core values.”Echoing similar sentiments, Mr. Pravin Shiriyannavar, Chief Operation Officer, Brandcom PR, said, “We are making a statement with this new branding, one that speaks of clarity, excellence, precision and truthfulness. The rebranding is a testimony to the fact that we have strongly evolved over these many years as a leading player in Public Relations. We will continue to serve you better and beyond our promise today, tomorrow and for the years to come.BrandcomPR in the last two decades has grown from strength to strength in all its seven markets, helping clients in Education, Manufacturing, Retail, FMCG, Technology, Healthcare and other sectors.

Meet Ritika Garg, the visionary entrepreneur behind Avance PR, a cutting-edge public relations firm revolutionizing the industry with its innovative approach. With a background in science and an MBA, Ritika's unique blend of analytical thinking and business acumen has propelled Avance PR to success.What motivated you to start Avance PR, and how do your previous experiences shape your leadership style today? What challenges have you faced in building Avance PR from the ground up?Starting Avance PR was a natural step for me, driven by my entrepreneurial spirit that runs deep in my family. Even during my college years, I knew I wanted to create something of my own. My academic background in science gave me a strong foundation in analytical thinking, but it was my MBA that shifted my focus toward business. Joining Ogilvy was a pivotal moment that introduced me to the world of PR, and from there, I found my passion.My journey has been hands-on—I’ve freelanced extensively, which gave me the freedom to work with different clients and gain diverse experience. I also spent time with boutique agencies to sharpen my skills and learn the industry from the ground up. The combination of my freelancing background and my previous roles really shaped my leadership approach today. I’ve developed a deep understanding of both the strategic and operational sides of PR, and I prioritize nurturing talent while staying closely involved in client relations.One of the toughest challenges in building Avance PR has been securing clients in the beginning. Establishing trust, both with clients and within my own team, wasn’t easy. Managing cash flow and working around the clock in the early days was also demanding. But those experiences have strengthened the business. Every challenge—whether it was managing 24/7 work or convincing clients of our value—helped lay the foundation for the growth we’ve achieved today.Can you share a successful PR campaign that Avance PR executed and what made it stand out?One of our most successful PR campaigns was for Uplifters, a new edtech startup that was struggling to establish credibility with its target audience. To address this, we designed a strategic PR campaign that focused on highlighting their unique courses and exclusive internship program, which set them apart from competitors.We targeted key media outlets that aligned with their audience, and the campaign gained significant traction, with coverage in major publications such as Financial Express, News18, and The Hindu. This media exposure not only built credibility for Uplofters in a competitive market but also resulted in a surge of new leads. What made this campaign stand out was the clear focus on their differentiators and our ability to position those effectively in top-tier media, creating both brand awareness and tangible business results.How does Avance PR differentiate itself from other PR firms in a competitive market?At Avance PR, we differentiate ourselves by creating fully customized PR strategies for each client. We don’t believe in a one-size-fits-all approach. Every brand has its own unique story, and we tailor our campaigns to align with their specific needs, goals, and market positioning. This personalized approach ensures that our clients receive strategies that are designed specifically for them, rather than relying on cookie-cutter methods.Another key factor that sets us apart is our diverse portfolio. We've had the privilege of working with a wide range of clients, from launching new startups to managing communications for established, publicly listed companies. This experience across various industries, budget levels, and stages of business growth gives us the versatility and expertise to adapt to any client’s requirements. Whether we’re working with a lean startup or a large corporation, our team can craft effective PR strategies that deliver results. This ability to navigate different sectors and budget sizes strengthens our offering and sets us apart in the competitive PR market.What challenges do you face in managing client expectations, especially in sectors like technology and education?One of the biggest challenges in managing client expectations, particularly in sectors like technology and education, is helping clients understand the difference between editorial content and advertorials. Many clients expect PR coverage to read like a paid ad, and it can be a challenge to explain the subtleties of editorial content and why it's crucial for credibility. We spend a lot of time setting expectations and educating clients about how authentic storytelling works in media relations.In the technology sector, clients often focus too much on their business model rather than the real-world impact of their technology. It’s important for them to dive deeper into how their innovations are solving problems or helping people. Similarly, in the highly competitive education space, finding and defining a unique selling proposition (USP) can be tough. With so many players in the market, positioning a client in a way that highlights their uniqueness requires careful strategy and creativity. Balancing these aspects while aligning client expectations with realistic PR outcomes is key to delivering effective campaigns.In your opinion, what are the key trends shaping the future of public relations, particularly in influencer marketing?In my view, one of the key trends shaping the future of public relations is the rise of digital PR, particularly through formats like podcasts and video content. As people continue shifting away from traditional print media, they’re increasingly engaging with more dynamic forms of electronic media. This shift presents new opportunities for brands to connect with their audiences in ways that are more engaging and interactive, such as through live streams, webinars, and interviews on podcasts.In influencer marketing, there’s been a notable shift toward authenticity and quality over quantity. Rather than focusing on follower counts, brands are now prioritizing engagement and the relevance of the content. Consumers have become savvier, and they expect real, relatable content from influencers. Niche influencers, who cater to specific communities or interests, are gaining traction because they deliver targeted, high-quality content that resonates deeply with their audiences. This trend is pushing both influencers and brands to focus on creating genuine, value-driven interactions, rather than just relying on broad exposure.How do you foster a culture of innovation within your team at Avance PR?At Avance PR, fostering a culture of innovation is all about open communication and creating an environment that encourages creativity and growth. We maintain regular communication within the team, ensuring that everyone feels heard and supported. Flexibility is also key—we allow our team members to work in ways that best suit them, which helps spark new ideas and solutions.Brainstorming sessions are a regular part of our workflow, where we openly discuss new techniques, trends, and approaches to keep our strategies fresh and effective. We also hold regular PR classes to stay updated on industry shifts, which help our team continuously learn and adapt.On a more personal level, I make it a point to engage with every member of my team. Whether it's helping them overcome challenges, providing guidance on the latest trends, or addressing any blockers they face, I ensure that everyone has the support they need to thrive. By encouraging collaboration, learning, and hands-on support, we cultivate a space where innovation flourishes.What advice would you give to aspiring entrepreneurs looking to establish their own PR agencies?For aspiring entrepreneurs starting a PR agency, focus on mastering PR fundamentals—media relations, storytelling, and strategy. Begin with a niche to stand out and gradually expand. Building a strong network is essential, as relationships with media and clients are the backbone of PR. Stay adaptable to industry changes, especially with the rise of digital and influencer marketing. Educate clients and manage their expectations by explaining what PR can realistically achieve. Lastly, invest in your team and foster a culture of collaboration and innovation. A strong, passionate team will help you build a thriving and successful agency.

WE Communications (WE), a leading independent global communications consultancy, announced its expansion into Malaysia through WE company Chase Advisors. The launch was inaugurated by Honourable Datuk Seri Mustapa Mohamed, a well-respected and long-standing former Malaysian cabinet minister. This strategic move is in response to the growing demand for regional communications and advocacy services across multiple industries, including consumer goods, finance, healthcare and technology. “Malaysia is a crucial market for businesses expanding both regionally and globally,” said Kass Sells, CEO of International, WE. “With Southeast Asia’s expanding middle class, dynamic digital ecosystem, and strong economic ties between the United States and Malaysia, it’s the perfect time for WE to deepen our presence here and leverage opportunities for growth across the region.” This move aligns with WE’s strategic focus on Asia, enabling the agency to continue growing its regional presence while combining global expertise with market insights in a way that speaks to local audiences. Chase Advisors will offer a comprehensive suite of WE services, including policy advocacy and advisory, data and analytics, stakeholder engagement, and strategic communications. The office will be led by Kanesan Veluppillai, Managing Director, Malaysia, and supported by a team of experienced communications professionals.               Nitin Mantri, Regional Executive Managing Director for Asia-Pacific, WE, and Group CEO of Avian WE, added: “Due to the dominance of social media, mobile-first audiences and an appetite for hyper-localized content, businesses need a trusted partner to help them navigate an increasingly complex landscape. Our blend of experienced local talent combined with our global specialists creates a compelling advantage. I am excited to see the great work that will come out of our Kuala Lumpur team.” “Malaysia plays a strategic role in global trade and digital infrastructure, and we believe there is significant opportunity ahead of us,” said Manash Neog, Managing Director, Chase APAC. “Expanding into Malaysia is a natural next step in the Southeast Asia growth strategy, and we have our sights set on further growth into Indonesia.”

Clarity Communication, a leading PR and digital communications agency, is pleased to announce that it has secured the public relations mandate for Farmery, a trailblazing D2C brand redefining the Indian consumer’s connection with fresh, wholesome food. The partnership will see Clarity Communication manage Farmery’s comprehensive PR strategy, aimed at amplifying its brand ethos of sustainability, transparency, and farm-to-fork freshness.Farmery has emerged as a disruptor in India’s organic and fresh food market, offering a diverse range of high-quality, nutritious products. With a mission to make fresh, organic produce accessible to everyone, the brand is committed to sustainable farming practices, ethical sourcing, and delivering convenience through its user-friendly online platform and efficient delivery services.Through this partnership, Clarity Communication will focus on elevating Farmery’s brand visibility by leveraging its expertise in authentic storytelling campaigns, media relations, and digital PR. The agency will implement a strategic approach to promote Farmery’s values of sustainability, transparency, and traceability, ensuring the brand’s key messages reach the right audiences across India.Commenting on the partnership, Sowmya Iyer, Founder & CEO of Clarity Communication, said "We are thrilled to collaborate with Farmery and support their mission to bring fresh, organic, and ethically sourced products to the forefront. As consumers become more mindful about what they eat, Farmery's farm-to-fork model offers the perfect solution. Our team is committed to amplifying their brand story and building meaningful connections with consumers across the country."Farmery’s commitment to sustainability extends beyond organic certification. The brand partners with local farmers, prioritizing ethical sourcing and reducing its carbon footprint. With Clarity Communication’s guidance, Farmery aims to strengthen its position as the go-to source for high-quality, farm-fresh food that consumers can trust.

Edelman has made the announcement that Rakesh Thukral will succeed Warren Fernandez as CEO for the firm’s operations in Asia Pacific (APAC). Fernandez will be stepping down from the role in order to pursue a new opportunity and will remain with the firm until the end of the year.  Thukral has a long-standing career with Edelman. As the current APAC Chief Operating Officer and Managing Director of India, he has championed growth through a relentless focus on the firm’s clients, people and diversification of specialties and offerings across its portfolio. Speaking on the development, Ed Williams, Edelman’s President for International, says: “I am grateful for everything that Warren has done for the firm, and for his leadership both regionally and globally. He has broadened and sharpened the firm’s capabilities in APAC, and his decades of experience in the news and media sector has been hugely important to many of our clients. We sincerely wish him all the best with his next move."“The APAC region continues to present significant opportunity for Edelman and our clients, and therefore remains a key focus for us. Rakesh’s experience of partnering with global companies to enter the Indian market, and for Indian businesses to expand globally, will be invaluable to our clients across the whole region. He has a deep understanding of the business, political, and societal dynamics of the region, and I have confidence that under his leadership, our business will be well positioned”, continues Williams. Fernandez says: “I am grateful for having been part of the Edelman team and to have worked with some of the industry’s most talented and committed colleagues. A new opportunity has arisen which is hard to say no to; it is a role that plays to my longstanding interests in public policy, and where I will have the opportunity to engage on some of the significant political and geopolitical issues of the day."Thukral adds: “Over the past couple of years, under Warren’s and Ed’s leadership, Edelman has become known for its strong integrated offering and work in Asia. Our growing capabilities in this space have been recognized with Creative Effectiveness Lions at Cannes, and at PRovoke’s Global SABRE Awards earning the title of “#1 campaign in the World” for two consecutive years.  “We have a strong team across the region and great client relationships across sectors and markets. I look forward to working with our teams and clients to continue elevating our work, and ensuring our clients receive solutions that help them evolve and grow their businesses in these complex times.”  Thukral will report to Williams in his new role, and the appointment is effective immediately. 

Seven Media, a communications agency in the Middle East, has joined as a Gold Sponsor of the PRCA Mena Annual Conference 2024, set to take place in Dubai on 14 November.Organised by the Public Relations and Communications Association Middle East and North Africa (PRCA Mena) the flagship conference brings together top PR professionals to explore key trends, digital transformation and the future of the industry.PRCA Mena is the regional chapter of the world’s largest PR professional body, focused on setting standards, offering guidance and fostering growth in the communications sector.Seven Media’s involvement goes beyond sponsorship. The agency is also working closely with PRCA Mena on a broader partnership for 2025, aiming to fuel innovation and drive activations that will benefit the region’s PR sector and support its growth.Gregg Fray, owner of Seven Media, sees the sponsorship as a natural extension of the agency’s dedication to shaping the future of PR. “At Seven, we’re passionate about pushing boundaries and setting standards,” Fray said. “Becoming a Gold Sponsor for the PRCA Mena Annual Conference aligns with our commitment to challenge the status quo and keep driving PR in new directions. It’s a chance to engage with peers, explore bold ideas, and show why Seven is a leader in this space.”The conference is set to offer rich discussions on, among other topics, digital shifts impacting PR and communication, a theme that resonates deeply with Seven Media’s own work. With its expertise in the UAE and Saudi markets, Seven is well-positioned to contribute insights that reflect both local knowledge and global best practices.Conrad Egbert, Head of PRCA Mena, highlighted the significance of Seven’s support: “We’re thrilled to have Seven Media as a gold sponsor this year. Their commitment to innovation and raising standards in PR aligns perfectly with the goals of this conference. I look forward to a progressive and fruitful partnership.”During the conference, Fray will also share insights on a panel, “The Future of PR: Navigating the Digital Revolution.” His participation will spotlight key trends, challenges and innovations shaping the industry, as Seven continues to help lead the conversation on PR’s digital evolution in the region.

Multi-award-winning PR agency Brazen MENA is enhancing its regional growth strategy through a series of new hires and promotions. These additions bolster the team, solidifying Brazen MENA’s position as a top-tier PR and social media powerhouse across the GCC.With seven promotions and eight new hires, Brazen MENA is accelerating its presence in key markets including the UAE, Saudi Arabia, and Qatar, setting the stage for even greater success.Among the promotions, Middle East PR Association’s Young Communicator of the Year, Khyati Megchiani has been promoted from Account Manager to Senior Account Manager. Additionally, Aarzoo Choglé has grown from Account Director to Senior Account Director, while Ada Teodoro steps up from Senior Account Manager to Junior Account Director. Rising star Kristina Fernandes takes on the title of Junior Account Manager, having served as Senior Account Executive, while Aya Khaddam and Devi Prakash both move from Account Executive to Senior Account Executive. Finally, Edhielou Cabillan assumes the role of Senior PR Coordinator.Brazen MENA has injected fresh energy into its team with the appointment of Catherine Salter as Social Media Manager, leading ‘Social B’, the agency’s refreshed social media offering with clients such as DoubleTree by Hilton Dubai - Jumeirah Beach. Hibba Khan joins as People & Culture Executive, supporting Brazen’s commitment to nurturing its dynamic team culture. Meanwhile, Léa Allam joins as Growth Director, Sharanya Paulraj as Junior Account Director, Salma Elsaadany as Account Manager, Lana Alomar as Senior Account Executive, and Chirag Harjani and Gazala Parker as Account Executives, taking the team to 28.Boasting a client roster that includes industry heavyweights such as Dubai Economy & Tourism, Atlantis Dubai, Daimler, and Marriott International, Brazen MENA has cemented its reputation as one of the region’s leading lifestyle PR agencies. The agency's momentum is further amplified by the opening of its new Riyadh office, a key milestone in its GCC expansion plan, which enhances its regional footprint. With client relationships in Qatar, Saudi Arabia and ongoing success in the UAE, Brazen MENA is poised for continued regional growth.Louise Jacobson, Managing Partner at Brazen MENA, shared her excitement: “At Brazen MENA, the team always comes first, and we are deeply committed to nurturing homegrown talent. I’m incredibly proud to have awarded so many well-deserved promotions this year as well as significantly expanded the team. With the opening of our Riyadh office, we’re entering a pivotal phase in our expansion, and I’m confident that with the right people in place, we will continue to grow and thrive across the region. This is just the beginning of what’s to come.”

FleishmanHillard has appointed Della Sweetman to the role of president, Americas and chief strategy officer, effective immediately. In this position Sweetman will be responsible for the performance of the agency's largest region and for driving enterprise-wide business transformation. She will report to J.J. Carter, who was promoted to FleishmanHillard president and chief executive officer on October 1."Della is the right person to step into this critical role leading our largest region, from which she will help drive our transformation," said Carter. "She understands our agency's unique strengths and brings operational rigor and growth experience. Della has proven effective in executing change within our organization, which has elevated our work and improved our competitiveness. We have the personal trust that comes from many years working together and will challenge each other to push the agency forward." The position is part of the firm's core leadership team charged with the strategic direction and operational management of the agency. Sweetman will work closely with market leaders in the Americas to align strategies, investments and resourcing to support the needs of its clients and the transformative changes for the agency.  "We have a foundation of excellent talent and expertise from which to grow and we have an enviable roster of clients," Sweetman said. "I'm very much looking forward to partnering with our leadership and teams across the Americas to together strengthen our position in the region, while fostering a culture of agility, high performance and constant innovation across the globe."Sweetman added, "We've entered a time of great disruption for our clients and industry, and we aspire to evolve our solutions, service delivery model, the impact of our work and the experiences of our people. This is an energizing time to be at FleishmanHillard and to take on this role."Sweetman has been in the role of chief business development officer for the agency since 2016, when she helped shape a vision for a dedicated growth unit. She has also led the agency's global Creative, Strategy and Planning practice. Prior to that, she was head of business development for the Americas, served as global client leader for one of the agency's largest accounts, and was also the former general manager for FleishmanHillard in Southern California.

MCN (Middle East Communications Network) has announced Blueprint 2025: The Way Forward, an exclusive event to equip marketers with essential insights, resources and strategic partnerships to drive business growth across Saudi Arabia and expand their global impact.Hosted by MCN and its agencies, the event will set out a roadmap for brand growth across multiple disciplines from Creative, Media and PR through to Data, Loyalty, Experiential, Engagement, Tech and Commerce.Blueprint 2025 brings together leading global experts, industry visionaries, and key Saudi talent to equip brands with the insights and partnerships essential for thriving in a fast-evolving MarComms landscape. With the 2025 marketing landscape in mind, it is designed to help navigate geopolitical transformations, advance the global presence of Saudi brands and explore pivotal trends redefining the talent landscape to build innovative, enduring and future fit brands.As part of the event’s programme, Robert Willock, Global Editorial Director EICN at The Economist Intelligence Unit, will provide a business briefing on the shifting global landscape as BRICS expands, now encompassing Saudi Arabia, the UAE, Egypt, and Iran. Willock will explore how the Kingdom can balance economic growth alongside its strategic role in a multipolar world, leveraging new alliances while maintaining global competitiveness.At the core of Blueprint 2025’s mission is the unveiling of The Future of KSA and Brands of Tomorrow, an exclusive research study developed by McCann Worldgroup that will provide a comprehensive look into the rapidly evolving Saudi consumer landscape. Led by Mohammed Bahmishan – CEO of FP7McCann KSA – and Rodney Collins, PhD, EVP Global Head of Human Sciences at McCann Worldgroup, this study is designed to empower brands with an in-depth understanding of the shifting values, behaviors, and expectations of Saudi consumers as they align with Saudi Vision 2030’s transformative ambitions.Drawing on research from across Saudi Arabia, the United States, Europe, and Asia, the study offers an unprecedented analysis of how Saudi audiences are adopting global trends and reshaping them through a uniquely local lens. Key findings spotlight generational attitudes toward digital engagement, revealing distinct shifts in media consumption habits, brand loyalty, and the values that resonate with Saudi consumers across different age groups.Blueprint 2025 will further explore the future of talent in Saudi Arabia in a session led by Jonathan Holmes, Managing Director - Korn Ferry, and Ricarda Ruecker, Chief Talent Officer - MCN MENAT. They will discuss the strategic blend of Saudisation with international expertise, DE+I integration, and skillset development to build a resilient workforce that drives the Kingdom’s growth. Ghassan Harfouche, (pictured), CEO – MCN MENAT, commented: "Blueprint 2025 marks a pivotal moment for MCN as we deepen our commitment to Saudi Arabia’s Vision 2030 and partner with clients to drive impactful change across the Kingdom’s creative marketing landscape and beyond. MCN is dedicated to partnering with our clients to produce long term, enduring and innovation-led brands, firepowered by a network of globally scaled agency brands. By convening global and local trends, Blueprint 2025 sets the stage for Saudi Arabia’s next era of growth, empowering brands to shape a thriving, globally relevant future."Robert Willock, Global Editorial Director EICN - The Economist Intelligence Unit, added: “The world order is changing: new global powers, a growing influence of the BRICS nations and increasing challenges of a multipolar world present great uncertainty and unprecedented opportunity for businesses. A new dynamic of instability and an unpredictable cycle of populism, interventionist economics and transactional globalisation has emerged. Through Blueprint 2025, we explore what this means for countries and businesses operating in the geo-political space between East and West and how brands can best navigate and optimise their growth.”This event is brought to you by MCN and its agencies including FP7McCann, UM, Initiative, Magna Global, Weber Shandwick, Jack Morton, MRM, Current Global, MullenLowe, Momentum, McCann Healthcare, CRAFT, Octagon, Commonwealth//McCann and KINESSO.

The MediaVantage Group has announced the launch of The GreenVantage, a new subsidiary dedicated to advancing sustainability across the advertising and marketing sectors in the MENA region. This strategic initiative will be led by Robin Phillips, who has been appointed General Manager of The GreenVantage. His extensive experience in both advertising and sustainability in the region makes him the perfect fit to spearhead this important project.The GreenVantage's mission is to help brands and agencies adopt eco-friendly practices throughout their campaign lifecycle. With Phillips at the helm, the company aims to reduce carbon footprints and promote sustainable practices in both digital and physical media channels. Phillips expressed his enthusiasm for the role, emphasizing the need for transformation in the industry and the opportunity to guide brands toward sustainable marketing solutions that deliver both results and responsibility.Under Phillips' leadership, The GreenVantage will offer a range of services to help clients align with sustainability goals. These include:• ESG training and education to empower teams in reducing carbon output and managing digital waste.• Sustainable ad packages offering ad space across green platforms that focus on ethical content and low-energy hosting.• Comprehensive consultancy with a ‘cradle-to-grave’ approach to evaluate the environmental impact of advertising campaigns.These services will equip brands with the tools they need to meet sustainability standards and ESG criteria, while also minimizing the carbon footprint of their campaigns. The GreenVantage represents The MediaVantage Group's commitment to making sustainability a core element of its work in the MENA region, and Phillips' leadership ensures that the company is well-positioned to guide clients in achieving these ambitious goals.Manoj Khimji, Managing Director of The MediaVantage Group, highlighted the significance of this new venture, stating that with Phillips leading The GreenVantage, the company is well-equipped to deliver actionable solutions to clients, helping them maximize their impact while adhering to sustainable practices.

The Public Relations Council of India (PRCI) is gearing up for its 18th Global Communication Conclave in Mangaluru on November 8 and 9, 2024. Themed “Reconnect,” this event aims to address the critical need for meaningful human connections in a world that increasingly relies on digital interactions. PRCI's Founder Chairman Emeritus, MB Jayaram, emphasized the importance of this theme, noting that the conclave seeks to reinforce bonds among PR professionals and with the broader community, promoting transparency and trust as foundational values.This year’s conclave is expected to draw over 500 PR and communication professionals from India and abroad, making it a premier networking and learning opportunity. With 11 expert-led panel discussions, the event will cover diverse topics like government PR strategies, the gig economy, and the evolving interplay between humans and AI. A special highlight will be the inaugural Vice Chancellors Round Table, exploring the future of higher education in the digital era. PRCI National President Geetha Shankar underlined the role of PR in uniting voices and building relationships in a world that often feels divided.

M&C Saatchi UAE is expanding its regional capabilities by adding the multi-award-winning M&C Saatchi Sport & Entertainment to its remit. With a legacy of delivering impactful campaigns for global giants including Barclays, LEGO and Kia, M&C Saatchi Sport & Entertainment has been at the forefront of passion-driven marketing for 20 years, connecting brands to consumers through the things they love making brands culturally relevant through passions.  As part of the M&C Saatchi Group, this new addition marks M&C Saatchi Sport & Entertainment’s seventh global office since its establishment in 2004. Recognized for its creative excellence, the agency has earned multiple industry accolades, including being named Agency of the Year at the UK Sponsorship Awards and winning the Sport Industry Agency of the Year title a record six times at the Sport Industry Awards.  The agency’s entry into the UAE is driven by growing client demand in one of the world’s fastest-growing sports and entertainment markets, and it is all set to replicate its global service model. Delivering powerful 360-degree campaigns across sponsorships, PR, social, digital, content, activations, and more—all designed to resonate deeply with the passions of the GCC market. The offer will be led by M&C Saatchi Sport & Entertainment Managing Partner Ross Watson, who will export his expertise running multi-market campaigns and will be supported by Rasha Lambe, Business Director, who will spearhead client work, driving the agency’s growth with a team of passion specialists in the region. M&C Saatchi UAE’s existing client network is already engaging with the expanded offering, with AC Milan and its Middle East hub, Casa Milan Dubai, inking a partnership and many more opportunities currently being explored. M&C Saatchi UAE CEO Scott Feasey commented: “Now is the ideal time to launch Sport & Entertainment in the GCC- a market experiencing remarkable growth and gaining global recognition. This new offering not only complements our existing services but also positions us to significantly amplify the impact of brands in this thriving sector. I’m very excited to welcome the agency to the region.” Ross Watson said: “We feel there is a real opportunity to bring our specialism and approach to brands based in the Middle East where we can combine the global knowledge and expertise of our London HQ with local market expertise through a uniquely blended team of passion specialists to give clients exactly what they are looking for- global thinking with local nuance.”

Promodome Communications, a full-service advertising agency with nearly 20 years in the industry, has been selected to handle advertising, marketing, and digital efforts for the upcoming inaugural Kho Kho World Cup, scheduled for January 13-19, 2025.Promodome Communications will be responsible for executing a wide range of campaigns, including branding, digital and print advertising, to elevate the profile of the Kho Kho World Cup both in India and internationally. As part of the mandate, the agency has also conceptualized the World Cup’s official logo, championship booklets and other collaterals, encapsulating the global spirit of this iconic event.MS Tyagi, Secretary, Kho Kho Federation of India, said: “We are pleased to onboard Team Promodome as one of our advertising and marketing partners. They’ve built a stellar reputation for delivering impactful campaigns, and we’re confident that their expertise will help us make a lasting impression with the first-ever Kho Kho World Cup on the global stage.”Sandiip Kapur, Founder & President of Promodome Group, expressed his excitement over the win: “We are thrilled to partner with the Kho Kho Federation for this historic event. It’s an honor to contribute to a sport that has deep roots in Indian tradition and culture, and we are eager to bring Kho Kho to a global audience through our creative and strategic efforts.”The week-long event will see top-tier athletes from over 24 countries across six continents compete in a series of thrilling Kho Kho matches, marking a significant moment in the global sports landscape. The Kho Kho World Cup promises to be a landmark event, offering a unique opportunity for countries worldwide to engage with the sport and celebrate its growing international appeal.

Rekha Rao has announced her resignation as Managing Director of Zeno Group after four years with the company. She shared her decision on LinkedIn, writing, "It's here, this day. In nearly three decades of my work life, I never really took a break, as I moved from one job to another. So it feels weird to be doing it now, even as I realize the need to slow down, stop, take a breath, and re-energize! So here I am, bidding adieu to Zeno, as its Managing Director, after nearly 5 years of living FEARLESS and painting the world GREEN :), and a BIG thank you to this bunch of amazing colleagues who allowed me to live so."She also expressed gratitude toward her colleagues for their support during her tenure.Prior to joining Zeno, Rao served as Senior Vice President at 20:20 MSL. She has also held roles including Principal Consultant at Corporate Voice | Weber Shandwick, Senior Client Services Director at IPAN, and Head of Corporate Communications at Dr. Batra's. Additionally, she has been associated with firms like Versatile Communications, Triton Communications, and Lintas.

Ideacafe.agency announces the launch of its new division, IDEACAFE ROOTS, designed to bridge the communication gap between rural and urban markets in India. The division aims to address brands' needs in "Rurban" areas—a blend of rural and urban landscapes—where purchasing power and aspirations have risen significantly post-COVID.To lead this initiative, Ideacafe has brought on board Sandip Bansal as Practice Head of ROOTS. Bansal, an industry veteran with over 35 years of experience, began his rural marketing journey with Video on Wheels in 1989 and later developed rural marketing arms at Ogilvy, Starcom, and GroupM's Dialogue Factory.Sandip shared: “Helping brands build equity and share in rural India drives me, and I found Ideacafe to be uniquely agile and responsive, unlike many large network agencies.”Sandip emphasized that IDEACAFE ROOTS will focus on creating scalable and sustainable models to help brands extend their reach across Tier 2 and Tier 3 landscapes. "As brands aim to deepen distribution in what we now call Rurban landscapes, ROOTS will focus on building local expertise rather than relying on outsourced assistance,” he added.Joining Sandip on the senior leadership team is Shweta Lamba as Business Head of Experiential. With over 14 years in marketing, Shweta’s expertise in Intellectual Properties, Key Account Management, and experiential solutions will enhance ROOTS' offerings. She has previously managed key accounts for leading brands, including P&G, Britannia, and Mahindra, in roles with Entertainment Network India Limited, Big Magic, and GroupM’s Dialogue Factory.Also joining the team is Amish Morjaria as National Operations Head of ROOTS. Amish brings over 20 years of experience in business operations and urban and rural activations. Known for his integration of technology in fulfillment and campaign tracking, Amish previously held roles at Tech Smart, DDB Mudra, and GroupM’s Dialogue Factory.Nabendu Bhattacharyya, Founder of Ideacafe.agency, stated: “Our focus is to meet brands' needs through local-level expertise and direct accountability. While many companies are cutting manpower, we see the value in investing in skilled, on-ground teams to provide brands with dependable, localized solutions."IDEACAFE ROOTS has already onboarded over 25 professionals across markets, serving more than a dozen national brands. With an aggressive expansion strategy, the division aims to become the largest Rurban brand communication service provider in the next two to three years.

In the ever-evolving world of digital marketing, the influence of social media continues to grow. Traditional celebrities and high-profile influencers were once considered the pinnacle of brand endorsements, offering reach and appeal to large audiences. However, a shift is taking place. Today, more brands are choosing to collaborate with micro-influencers, i.e. creators with smaller, more niche followings. In conversation with Adgully, Raima Singh, Founder and CEO of Oak & Ivy Creative speaks about what’s driving this trend, and why do smaller audiences often yield larger impacts?How did the idea for Oak & Ivy Creative come about, and what inspired you to start your own agency?The idea for Oak & Ivy Creative came from my passion for combining creativity with strategic business solutions. I wanted to create an agency that didn’t just offer services but genuinely helped brands grow and communicate effectively in today’s digital world. The name “Oak & Ivy” itself holds a lot of meaning for me. “Oak” symbolises strength and resilience, while “Ivy” represents growth and adaptability. These are the values we aim to bring to our clients. After working in the industry for a few years, I saw an opportunity to build something where brands could not only stand strong but also grow sustainably. This combination of strength and steady growth is at the core of our mission, and it’s what inspired me to start Oak & Ivy.Moving to today’s trends, why do you think we’re seeing such a shift toward micro-influencers, and what advantages do they offer over traditional celebrity endorsements?We’re seeing this shift because brands are craving authenticity, and audiences are too. Micro-influencers, those with anywhere from 1,000 to 100,000 followers, tend to have closer, more genuine relationships with their audiences. Unlikemega-influencers or celebrities, who can sometimes feel removed or overly commercial, micro-influencers engage with their followers in a way that feels sincere and approachable. This type of connection builds trust, which is invaluable when it comes to brand recommendations.That authenticity sounds like a powerful tool for brands. How does the niche focus of micro-influencers play into this?Micro-influencers often focus on specific areas, whether that’s sustainable fashion, gourmet food, fitness, or even niche hobbies. This allows brands to target a highly specific segment rather than casting a wide net. For example, a skincare brand specialising in clean beauty might find more value in working with micro-influencers known for reviewing eco-friendly products than with a general lifestyle influencer. These audiences are already interested in that content, which makes them much more likely to engage and convert.Speaking of engagement, would you say that micro-influencers often see more interaction from their followers?Definitely. One of the biggest advantages of micro-influencers is their high engagement rates. As follower counts rise, engagement often drops, but micro-influencers have smaller, more active communities. Followers are more likely to comment, share, and actually have conversations around their posts, creating engagement that feels authentic and amplifies the brand’s message. It’s not just about getting “likes”, it’s about fostering genuine interaction.Are micro-influencers also more cost-effective for brands, and what are some other benefits they offer?Absolutely. Micro-influencers are a great option for brands with limited marketing budgets. While top-tier influencers often charge tens of thousands or even lakhs for a single post, micro-influencers provide the same level of trust and engagement at a fraction of the cost. This means brands can collaborate with multiple micro-influencers within the same budget, reaching a wider range of audience segments and maximising their ROI.Another advantage is flexibility. Brands can easily scale campaigns up or down based on their needs. Instead of relying on a single influencer, they can work with severalmicro-influencers across different platforms, which broadens reach and adds variety to their content. This approach allows brands to experiment and learn what resonates best with different audience groups, creating a tailored and impactful marketing strategy.How do micro-influencers help brands build long-term connections?Micro-influencers are known for building lasting relationships with their followers. When brands partner with them over time, they benefit from repeated exposure to an engaged audience. These ongoing interactions strengthen brand recall, building familiarity and loyalty that last beyond a single post or campaign.It’s clear micro-influencers have a unique role in today’s marketing landscape. Any final thoughts on the future of this trend?I believe the trend toward micro-influencers will continue as brands and audiences both priorities genuine, relatable connections. While celebrities andmega-influencers will always have their place, micro-influencers offer something special: smaller, highly-engaged audiences that resonate with authenticity. It’s a reminder that sometimes, the biggest impact can come from the smallest, most engaged communities.

Meghna Sharma has recently joined the Corporate Communications team at Aditya Birla Management Corporation Pvt Ltd as Assistant General Manager, Corporate Communications and PR.With an impressive background in strategic communications, media relations, and journalism, Sharma is poised to play a key role in advancing Aditya Birla’s communication strategies and amplifying its corporate narrative.Before joining Aditya Birla, Sharma honed her expertise across multiple prominent organizations. She previously led strategic communications and media relations at IN10 Media Network from February 2021 to October 2024, where her initiatives helped strengthen the brand’s media presence. Prior to this, Sharma served as Senior Manager - PR at iProspect (September 2018 - February 2021).Meghna also brings extensive experience in journalism, having worked with various news organizations.

In an exclusive interaction with PR Post, Sabarinath M, Founder and Managing Director of Passion 4 Communication (P4C), speaks at length about his transition from a journalism background to founding Passion 4 Communication. He discusses the initial challenges faced while setting up P4C and his approach to storytelling in PR to ensure it resonates with diverse audiences across various platforms. He also shares an example where strategic storytelling played a key role in the success of a PR campaign.Additionally, Sabarinath reflects on how Passion 4 Communication has adapted to regulatory changes in the communications industry over the years, his personal journey from journalism to entrepreneurship, and the key lessons he has learned along the way.What inspired you to transition from journalism at Economic Times and Hindustan Times to founding Passion 4 Communication (P4c) How has your journalistic background shaped your approach to PR?As a journalist, I was constantly engaged in high-impact activities—meeting influential people, hearing big ideas, and always searching for that big-picture, front-page story. This intense exposure, especially while connecting with CEOs, began to seed the idea of entrepreneurship in my mind.At one point, I knew I wanted to create something impactful myself. Though initially unsure of the exact path, I recognized that communication—particularly narrative building—was an area ripe for innovation.The idea of creating a content-led communication company took shape over a few years, culminating in P4C. The goal was clear: to build the right narratives that elevate reputation. I believe the world runs on narratives—every major event or milestone is driven by the power of well-crafted customised storytelling. Can you tell us about the initial challenges you faced while setting up P4C, and how you overcame them?The biggest challenge was how do you make inroads into a market dominated by top players. But I was convinced with the content-led model. And you need constant guidance and motivation to validate your conviction. During the early days, the wisdom provided by business stalwarts navigated my path. I was inspired by Walmart founder Sam Walton’s words: Adopt, adapt, commit to your business model and swim upstream. I constantly met prospective clients and spoke about our differentiated model in PR. The companies, who were looking for innovative ideas, signed on. Over the last ten years, we set new benchmarks like having dedicated content writers or creating hyperlocal strategies for consumer clients. So, how does P4C integrate a 360 degree communication strategy in this evolving media landscape?Brands are now looking for that ‘exclusive partner’ which can provide holistic communication. This is particularly true for growing companies. They want holistic strategies for milestone events like raising growth capital. We are aligned to this trend. Apart from PR, we have campaign managers, social media experts and boardroom strategists, positioning us to offer a bouquet of services. The idea is to provide a consolidated platform with specialists leading specific domains. At P4C, we aim to make sure that each channel contributes to a unified, impactful message. As a communication strategist and writer, how do you approach storytelling in PR to ensure it resonates with diverse audiences across various platforms? Can you share an example where strategic storytelling played a key role in the success of a PR campaign?Storytelling is crucial to shaping the narrative that aligns with a company’s identity and growth stage. For a young company—like a startup or mid-sized firm—the style is often more dynamic and reflective of the young promoters’ approach.In contrast, for a well-established company, storytelling takes on a mature, nuanced approach. Messaging needs to reflect stability, experience, and integrity, adhering to best practices and reinforcing the company’s credibility.We have worked with a gold-loan nbfc for over five years. When they entered a market dominated by a few traditional players, we identified the distinct elements in their business model. By emphasizing these unique facets in campaigns, we were able to position them as an innovative, differentiated brand in a conservative industry. What, in your view, are the most critical aspects of managing brand reputation during a crisis, and how do you coach your clients to navigate these situations while maintaining their reputation in the face of media scrutiny or public backlash?When a crisis strikes, our first step is to deep dive into the problem and craft key messages. We have to customise messages for different platforms. Guiding the client to align every stakeholder with the unified message is crucial. During a crisis, maintaining controlled, compliance-oriented narratives is essential.We aim to establish rapport by meeting editors and reporters to share context. This helps them understand the crisis, its root causes, and the company’s plan to resolve it. In any crisis, transparency is the most powerful tool. With your experience, what trends do you foresee shaping the future of PR in the coming years?PR is undergoing rapid transformation. From being an important tool to manage reputation, it is gradually transforming into a business navigator. By offering research-based products, white papers, and insights, PR firms can become more comprehensive partners, helping businesses navigate an increasingly complex landscape. Godfather of AI and Nobel laureate Geoffrey Hinton has predicted that AI will become smarter than humans soon. The future of PR will hinge on how well we can capitalise on AI tools. At P4C, we are planning to develop technology-driven products to address this.How has Passion 4 Communication adapted to the regulatory changes in the communications industry over the years?Regulatory changes and governance practices have become integral to business operations; compliance isn’t optional but a commitment to upholding the law of the land. For a PR organization, the primary responsibility is to develop strategies and internal protocols that ensure full regulatory alignment.In our organization, we align closely with the regulations of each client. Every piece of communication we release externally—whether to the media or the public—is reviewed and approved by the client, ensuring strict adherence to their governance standards. Can you share a bit about your personal journey from journalism to founding Passion 4 Communication, and what key lessons you’ve learned along the way?I have started P4C without any business background. What I have learnt is managing a company involves four critical things. The most important aspect is building an institution. For this, the right people are crucial. While starting off, an industry veteran gave me valuable advice: hire people with hunger. I have strictly followed this. The best way to manage clients is to understand their aspirations, goals and customise strategies. Entrepreneurship is all about profitable growth. Having a pulse on the internal numbers and working towards profitability is the ultimate goal. I want to add one more focus area: take baby steps to do something for the planet.  

In a not-so-distant past, companies could remain behind the curtain, carefully managing every aspect of their image. Back then, if a company made a mistake, it might not even make the news. But today, a single social media post can change everything, and brands have to be ready for it. We’re living in an age where consumers don’t just buy products; they buy into stories, values, and integrity. And they expect transparency like never before.Picture yourself scrolling through your feed one lazy afternoon, and you come across a story from a company that goes beyond just advertising a product. They’re sharing where their materials come from, how their production impacts local communities, or even their struggles to improve their sustainability practices. You find yourself nodding, maybe even sharing the post, because it feels real. You’re drawn in not just by the product, but by the genuine, unfiltered story.Why Transparency Builds TrustWe’re all living in a world overflowing with information. With so much competition for attention, trust has become rare and valuable. And trust doesn’t come from a snappy slogan or a clever ad campaign—it comes from brands that openly share their values, their origins, and what they’re really all about. It’s no longer enough to just say, “Trust us!” Customers want to know, “Why should we?”Transparency is what cuts through the noise. When companies make it clear where they stand on issues, explain their production choices, or even let us in on their sourcing practices, they’re building something bigger than a sale—they’re building a relationship. And like any solid relationship, it’s built on honesty.Navigating Open CommunicationBeing transparent can be tough. It means being prepared to talk about things that aren’t always pretty or simple. But this kind of openness does something powerful: it makes a brand human. When a company admits to a mistake or explains a tough decision, people see more than a logo. They see a group of people making thoughtful choices, doing their best in a complicated world.For instance, if a brand faces backlash for a certain decision, staying silent can seem like the safer route. But directly addressing the issue, explaining what happened, and sharing the steps they’re taking to fix it can turn a potentially negative story into one that strengthens loyalty. It shows customers that the brand doesn’t just want their money—it values their trust.The Social Media SpotlightIn today’s world, social media amplifies everything. We’re all connected, sharing opinions and stories faster than ever. Brands can’t control the conversation like they used to; instead, they’re part of a huge, public dialogue. Every choice they make, big or small, has the potential to ripple across networks in an instant.This is why transparency is essential. When brands take the time to openly explain their decisions—whether it’s about how they treat their employees or where they source their materials—those stories can resonate with people on a deep level. Social media thrives on authenticity, and in this environment, transparency becomes a brand’s best ally.How Transparency Becomes a Competitive EdgeTransparency is more than just a buzzword; it’s a competitive advantage. Consumers today have endless choices, and they’re drawn to brands that invite them behind the scenes, showing the real, sometimes messy, stories that make up their journey. It’s not about presenting a perfect image; it’s about building credibility by being open, even when it’s uncomfortable.Transparency is also a way to bring customers along for the ride. When people feel like they’re part of a brand’s story, they’re more likely to stick around. It’s about sharing not just the successes, but the struggles, the questions, and the decisions along the way. And when customers feel involved, they become more than buyers—they become believers.A Shared FutureAs consumers, we’re part of this shift, too. When we support transparent brands, we’re choosing a future where business isn’t just about profit, but about purpose and principles. And for brands, the payoff for being transparent goes beyond customer loyalty. It creates a community of advocates who truly believe in the brand’s mission.In the end, transparency is a bridge. It connects brands and people, bringing them together in a world that values openness and trust. It’s not just a trend—it’s an invitation to build a stronger, more honest future. And as we all move forward, it’s the brands that embrace transparency that will lead the way.

Akanksha Jain, who served as the Head of Public Relations and Corporate Communications at BharatPe, recently announced her departure from the company after dedicating over four years to building the brand into a leading name in India’s fintech space. In a reflective LinkedIn post, Jain shared her decision to move on, highlighting her journey at BharatPe and expressing gratitude for the team and leadership who supported her along the way.During her tenure, Jain played a pivotal role in establishing BharatPe's brand identity and reputation. Her efforts included building awareness for the company, guiding BharatPe to become the first fintech to invest in a Small Finance Bank, and positioning the organization and its leaders as prominent voices within the industry. She also steered BharatPe’s communications during one of the most challenging crises in the startup ecosystem, reinforcing her reputation as a resilient and strategic communicator.Reflecting on her experience, Jain described her time at BharatPe as “one of the most enterprising, challenging, exciting, and enriching years” of her career. “I have had the opportunity to work with great leaders and founders who valued the role of communications and trusted as well as empowered me to deliver the best,” she shared. Jain’s departure marks the close of an impactful chapter at BharatPe, where her strategic contributions have helped shape the brand's trajectory and industry presence.Jain’s career spans nearly two decades, with rich experience across prominent organizations. Before BharatPe, she was the Global Head of PR and Communications and Head of Content Marketing at Pine Labs, where she led brand-building initiatives on a global scale. At MobiKwik, she held the position of Director and Head of Public Relations and Communications, where she significantly shaped the company’s external engagement and brand perception. She also served as the Head of Public Relations and Communications and Head of CSR at VLCC, focusing on both external communications and corporate social responsibility. Her earlier roles at HCL Technologies, John Keells Holdings, and AskmeBazaar further solidified her expertise across diverse industries.

The PR industry is currently facing a significant talent crunch, exacerbated by the evolving demands of the communications landscape. As the need for innovative strategies, digital integration, and agility rises, the challenge of finding and retaining the right talent becomes even more pressing. Adding to this complexity is the post-pandemic shift, where professionals have reconsidered their priorities, mental health has come to the forefront, and the traditional agency model faces scrutiny.The Talent Shortage and Mental Health StrainThe pandemic has left an ingrained mark on how the PR industry operates, particularly in terms of workload and mental health. The toll of non-stop work, endless syncs and Zoom meetings, along with the isolation and difficulty in expressing its impact is real. This constant pressure, especially in an industry where professionals juggle multiple clients, projects, and personal responsibilities, has led to significant burnout.The situation isn’t just about overwork – there’s a deeper issue regarding how mental health is addressed in the PR sector. Professionals are often expected to maintain high levels of productivity and creativity while meeting client demands, which has caused many to question the sustainability of this pace.Key Challenges in Attracting TalentThe first step in addressing the talent crunch is understanding the root causes behind why PR agencies struggle to attract talent. Vikram Kharvi, CEO, Bloomingdale PR, points out that the startups have been a major factor. He says, “Startups often attract talent with the promise of innovation, flexibility, and the excitement of building something new from the ground up. They offer a sense of ownership and direct impact that can be incredibly appealing, especially to younger professionals.”This highlights a major issue within traditional PR agencies – the perceived rigidity in structure and lack of flexibility. Startups and in-house PR roles often offer more flexible working conditions, including work-from-home options and adaptable hours. In contrast, PR agencies, bound by tight client deadlines, are often viewed as being less accommodating in terms of work-life balance. As a result, talented professionals are drawn to roles that promise a better balance between personal and professional life.Sonali Sokhal, CEO and Founder, Intelliquo, adds to this by emphasizing on the gap in proper training within the industry. “Young people join the workforce without adequate training and then find the work overwhelming, leading them to leave. We need to empower young professionals with skill development and proper processes,” she says. The absence of structured training and mentorship has resulted in a high turnover rate, as young professionals often feel overwhelmed by the demands placed on them without the right guidance.Retaining Talent: The Bigger ChallengeOnce talent is attracted to the industry, retaining them presents its own challenges. Tarunjeet Rattan, Managing Partner, Nucleus PR, explains that the constant barrage of unrealistic demands can quickly lead to burnout. “When insane demands and unrealistic expectations across brands and partners fly across your desk every single day at an intense pace, it can become overwhelming very quickly,” she adds. The relentless pressure, coupled with the often misunderstood role of PR within the broader communications ecosystem, makes it difficult for professionals to feel motivated and valued.Additionally, Rattan points out that the limited ability to showcase the true impact of PR due to client confidentiality adds to the problem. “We are limited by client confidentiality, which allows us to talk in generalities and rarely give a true picture of what we actually do. This is limiting. Smaller groups and closed-door discussions work in attracting the right minds to the profession, but it is a slow, arduous task where demand is way higher than supply,” she adds.The gender gap in PR leadership further complicates the retention issue. Many women in the industry find themselves at a crossroads, often stepping back or taking career breaks to manage family responsibilities. The lack of sufficient support systems, such as flexible work arrangements and childcare solutions, within agencies leads to the loss of highly experienced professionals.Bloomingdale PR’s Kharvi highlights how this is particularly challenging for women leaders in PR, stating, “The lack of sufficient support systems within agencies to accommodate these needs can result in losing highly experienced and talented professionals.”Government Initiatives and Skill DevelopmentWith the Indian government’s Budget 2024 focusing on upskilling the workforce to make people more employable, there is an opportunity for the PR industry to align itself with these initiatives. Skill development and training programs, particularly in digital and social media, can help address the growing gap in talent.Abhishek Puri, Corporate & Marketing Communications NIIT Limited, emphasizes on the need for continuous learning within the PR sector. He says, “The rapid pace of change in digital and social media demands continuous learning and adaptation. PR firms must offer training and development programs focused on these emerging trends to retain top talent.”Beyond digital skills, there is also a need for a clear career progression path within the industry. Without a defined trajectory for growth, professionals may feel stagnant, leading them to explore opportunities in other industries. Puri also highlights the importance of creating dynamic work environments that foster creativity and innovation to keep top talent engaged.Strategies to Combat the Talent CrunchTo address the talent crunch, PR firms must adopt a comprehensive, multi- faceted strategy. This involves not only attracting talent but also ensuring their long-term growth and engagement within the industry.Evangelize the PR Industry: Tarunjeet Rattan suggests that the industry needs to take a more proactive approach in promoting PR as a career choice. “We need to do more on evangelizing PR at an individual, apex body, and community group level.” Showcasing the diversity and dynamism of PR through career fairs, college workshops, and industry events can attract fresh talent.Partnerships with Educational Institutions: According to Rattan, establishing collaborations with colleges can ensure that students are equipped with the right skills and knowledge about the PR profession. “Colleges need to offer the right counseling for students, helping them understand the profession and their aptitude for it. The right courses and sessions with industry professionals along with internships can go a long way toward helping talent understand the profession.”Provide Flexible Work Environments: Vikram Kharvi points out that flexibility is one of the key drivers in attracting talent. Offering options for remote work, flexible hours, and better work-life balance is crucial. Agencies need to adapt to the demands of today’s workforce, which prioritizes flexibility and a supportive work environment.Upskill and Mentor Employees: Both Sonali Sukhal and Tarunjeet Rattan agree that continuous learning and mentorship are essential to retaining talent. Sukhal explains, “PR firms need to showcase best practices to attract talent. The younger generation today is concerned about the impact of their work, as much as they are on career growth.” Providing employees with training programs, access to mentors, and opportunities to work across different verticals can help them grow holistically within the profession.Address Mental Health: The relentless pace and pressure of PR work have led to widespread burnout. Agencies need to make mental health a priority by creating supportive work cultures, offering counseling services, and ensuring that workloads are manageable. Rattan’s observation about the overwhelming pace of PR work speaks to the urgent need for agencies to implement better mental health initiatives to retain talent.Create Clear Career Progression Paths: PR professionals often leave the industry due to a lack of clarity around career growth. Abhishek Puri emphasizes on the importance of establishing clear pathways for advancement within the industry to keep talent motivated and engaged.

Interem Relocations, a leading global relocation services firm, extended its communications mandate to bring Flags Communications, a 360-degree integrated marketing communications agency to handle its Public Relations mandate as well. With this addition, Flags Communications, will now be the strategic communications partner to Interem Relocations offering a buffet of communication services to Interem Relocations. With this addition, Interem Relocations has cemented its 10-year-long partnership with Flags Communications as its preferred communications partner. Flags Communications, as its strategic communication partner, now also oversees all public relations efforts. This partnership aims to elevate Interem's brand presence and reinforce its reputation as a trusted leader in the relocation industry. Commenting on the collaboration Ayush Nambiar, Director, Flags Communications said “we are honoured to be chosen as the public relations partner for Interem Relocations. It is a reinforcement of their belief in us of what we can bring to the table. Our goal is to leverage our strategic communication and PR capabilities to highlight their innovative solutions and exceptional service, ensuring their story reaches a wider audience and make Interem Relocations a story of success, a story of superior customer service and a story of excellence”.Vishal Agarwal, Group CEO of Interem Relocations, said, “At Interem, we are dedicated to providing exceptional relocation experiences. With Flags Communications on board, we believe our narrative of reliable and efficient services will reach a broader audience, further solidifying our position as a leader in the relocation space.”With the inclusion of Public Relations into the broader communications ambit, this partnership is set to amplify Interem Relocations’ media presence and reputation within the global mobility sector. Through strategic PR initiatives, the collaboration will highlight Interem’s innovative solutions and commitment to excellence in customer service.

Netflix is set to see two prominent departures from its leadership team, with Chief Communications Officer Rachel Whetstone, and Vice President of Global Public Policy Dean Garfield announcing their exits from the company.Co-CEO Ted Sarandos is planning to streamline their responsibilities under a new role—Chief Global Affairs Officer—a move confirmed by a Reuters report.Whetstone, a veteran in the communications field with over two decades of experience, first joined Netflix in 2018 following her tenure as Vice President of Communications at Facebook. She previously held senior roles in communications and public policy at tech giants Uber and Google. Originally from the UK, Whetstone is reportedly not pursuing the new consolidated role at Netflix.Garfield brought significant policy expertise to Netflix when he joined five years ago, having served as president and CEO of the Information Technology Industry Council. His career also includes strategic leadership roles as Executive Vice President and Chief Strategic Officer at the Motion Picture Association of America, and Vice President of Legal Affairs at the Recording Industry Association of America.

In a significant move to strengthen its film and entertainment practice, PR Professionals, the flagship of PRP Group today announced the appointment of Rajveer Ahuja as the Director of PR Professionals, film and entertainment division. With over 2 decades of experience in filmmaking, writing, and direction Ahuja's expertise will play a pivotal role in advancing PRP Group’s vision for this burgeoning sector.Rajveer Ahuja’s career highlights include his dual role as actor and writer in the film Gollu Aur Pappu, as well as his contribution as the dialogue writer in Fugly, the movie that introduced Kiara Advani. He holds an impressive portfolio with key contributions to award-winning films such as Modi ji ki Beti, Cheel Gadi (Flying Wagon), Girl in Red, Mukti, Peanut Butter, Lonely Girl: A Psychological Thriller, The Gift, Tera Mera Pyar Amar, and The Last Show. Rajveer has also produced all the seasons of the acclaimed musical extravaganza Bhoomi by Salim-Sulaiman, featuring musicians from across India who bring authenticity to the diverse musical influences that make up Bhoomi. Iconic singers Shreya Ghoshal and Sunidhi Chauhan have teamed up for a new song titled Chhaila, part of Salim-Sulaiman's Bhoomi 2024 project. This historic collaboration has generated immense excitement among fans.In addition to his film work, Ahuja has made significant strides in advertising, producing the acclaimed JBL advertisement featuring music maestro AR Rahman, and directing the MATRIX Forex commercial starring Bollywood superstar Shahrukh Khan.With the establishment of the Film & Entertainment division under Ahuja’s leadership, PR Professionals is poised to expand its influence and expertise in the industry. This development underscores the group’s commitment to leveraging creative innovation and strategic partnerships to further strengthen its portfolio in the entertainment domain.Commenting on the appointment, Dr. Sarvesh Tiwari, Founder & Managing Director, PR Professionals shared “We are excited to welcome Rajveer to lead our Film & Entertainment division. His extensive experience, visionary approach, and passion for storytelling align with our goals of creating impactful content and fostering growth in the entertainment industry. We are confident that this strategic expansion will enhance our capabilities and elevate our work to new heights”Rajveer Ahuja shared, “I am happy to be a part of PR Professionals which has grown phenomenally in the past. I am thrilled to lead their films and entertainment division and take it forward to newer heights.”PR Professionals Films and Entertainment division has many notable works in its portfolio including the publicity and promotions of recent Bollywood hits Tu Jhoothi Main Makkar starring Ranbir Kapoor and Shraddha Kapoor, Dream Girl 2 starring Ayushmann Khurana and Ananya Pandey.Established in 2011, PR Professionals is a leading integrated communications agency renowned for delivering exceptional branding and public relations solutions. The agency is dedicated to helping businesses achieve market leadership while engaging in meaningful philanthropic activities. Confianza Consulting, another PRP Group company, offers a comprehensive range of human resource solutions, including talent acquisition, performance management, compliance, and employee engagement. PRP Group has expanded to 12 offices across India and six international locations, reflecting its commitment to excellence and growth.

Zeno Group announces the appointment of Abhishek  Gulyani to lead Zeno India, overseeing teams in New Delhi, Mumbai and Bangalore, and  serve as head of the firm’s corporate affairs practice in Asia-Pacific. Abhishek will report to  Paul Mottram, Zeno Regional President, Asia Pacific and serve on the agency’s regional and  global leadership teams.  Abhishek was most recently CEO at Hill & Knowlton India, where in a four-year tenure he  grew the business, introduced new services, and strengthened sector and service  verticals. Prior to this, he held leadership positions at Avian WE and Genesis Burson  Marsteller and was also part of American Express Public Affairs and Communications team.  “Abhishek’s client orientation and innovation mindset is a perfect combination to continue  Zeno’s growth story in India and the region,” said Paul Mottram, Zeno Regional President,  Asia Pacific. “India’s continued development as a globally important market continues to  create opportunities for Indian companies and overseas multinationals alike. With  Abhishek’s leadership, our teams are well placed to offer clients the counsel to grow both  reputation and market share.”  Sharing details on his new role, Abhishek Gulyani said, “I’m inspired by Zeno’s fearless,  ambitious and entrepreneurial culture. Together with the talented teams across India and  Asia Pacific, we will continue to challenge the status quo, innovate with new formats, and  deliver measurable results.” Abhishek added, “Today, our zeitgeist is shaped by both data and creativity. Our focus, at  Zeno, will be to craft narratives and campaigns that capture the cultural shifts of our times.  I look forward to Zeno’s next chapter of growth and success in India and the region.” ??Rekha Rao who led Zeno in India from 2020 has left the agency to pursue new opportunities. 

CIPR International (Chartered Institute of Public Relations) has elected a new committee at its AGM held on 29 October. Taazima Kala was elected as Chair, with Saad Al Rubaiaan as Vice Chair. Nishika Bajaj was re-elected as Secretary, and Stuart Graham continues as Treasurer. The role of Equity, Diversity, and Inclusion (EDI) Champion has been expanded to include two individuals, Anjali Patil and Nooralhuda Nader Aljlas, further enriching the committee's diversity.Taazima Kala, the newly elected Chair for 2025, said: “It is a great privilege to be elected as Chair of the CIPR International Committee for 2025. My heartfelt congratulations go to our newly elected officers and committee members, and my sincere gratitude to our outgoing Chair, Samantha Seewoosurrun, for her outstanding leadership over the past three years. As one of the largest sectoral groups within CIPR, with over 1,000 members as of 2023, CIPR International continues to expand globally, adding invaluable diversity, passion, and expertise to our community. We remain dedicated to supporting our members by fostering cultural understanding, building international connections, and promoting knowledge sharing through initiatives like webinars. Notably, the recent introduction of a monthly card payment option for overseas members—a key milestone championed by Samantha—makes CIPR membership more accessible than ever. I look forward to an impactful year ahead as we continue to grow and support our global network."Outgoing Chair Samantha Seewoosurrun, who has led the committee from 2022 to 2024, reflected on her term:“It has been a tremendous honour to serve as Chair of the CIPR International Committee over the past three years. Reflecting on my tenure, I am incredibly proud of what we have achieved together, from expanding our global reach to enhancing our support for members across continents. I am grateful to our dedicated committee members whose passion and commitment have been the driving force behind our progress. I warmly thank all of our committee members for their time, ideas, energy, and dedication over the past year, as well as for their personal support throughout my term. I would like to congratulate Taazima, Saad and Nishika on their election, as an outstanding team of international PR professionals bringing a range of perspectives from Africa, the Middle East and India, who will surely lead our committee from strength to strength in the future."Newly elected Vice Chair Saad Al Rubaiaan also expressed his enthusiasm for the upcoming year, commenting: "I am honoured to step into the role of Vice Chair for the CIPR International Committee and look forward to a transformative year ahead. Building on the solid foundation laid by our predecessors, we will work tirelessly to foster deeper connections within our global community. Our focus will be on amplifying the voices and contributions of our diverse membership, delivering tangible value through increased engagement and knowledge-sharing opportunities, and advancing the role of PR on the international stage. I am particularly excited about the election of our two EDI Champions, which underscores our unwavering commitment to diversity, equity, and inclusion at the international level."CIPR International is one of the largest sectoral groups of the Chartered Institute of Public Relations the world's only Royal Chartered professional body for public relations practitioners, with nearly 11,000 members. The International Committee is united in its mission to make a positive impact on the industry and to expand the global reach of PR and supporting members by fostering cultural understanding, building international relationships, and providing platforms for benchmarking and learning from best practices. The 2025 CIPR International Committee comprises:• Chair: Taazima Kala• Vice Chair: Saad Al Rubaiaan• Secretary: Nishika Bajaj• Treasurer: Stuart Graham• EDI Champions: Anjali Patil and Nooralhuda Nader Aljlas• Committee Members: Samantha Seewoosurrun, Eva Maclaine, Andras Sztaniszlav, Anne Gregory, Omotola Akindipe, Alessandra Pilchero, Samuel Osei, Steven Smith, Klao Bell-Lewis, Claire Benson, Ferdinand Bondoy, Stuart Bruce, Olayinka Elizabeth Edmond, Thanzyl Thajudeen, Jared Meade, Oluwayemisi Adekunle, and Gavrielle Kirk-Cohen.

In a world with options aplenty, strategic corporate communications and reputation management have emerged as the linchpin for businesses seeking to build trust and long-term brand equity. Communications and public relations act as an effective tool to build a positive narrative for the brand, shape favourable consumer perception and build brand loyalty among the existing consumers. A robust reputation strategy helps companies to successfully navigate and carve a niche positioning for the brand, setting them apart from rivals. It also plays an important role in case of a crisis,to mitigate risk and negative impact of an untoward incident. Keeping all this in mind, brands across sectors have emphasized designing and implementing robust corporate communication strategy, one that encompasses various channels including digital platforms and is a healthy mix of paid, earned and owned media.The rise of digital mediaThe world was very different a decade and a half ago, with little or no existence of social media. The conversations on a brand were limited to offline or news portals and could not go viral on digital platforms within seconds. In the last few years, brands have closely observed the constant rise of digital platforms and tools which have gained immense popularity and attracted a major chunk of our population. Today, social media and digital channels are the key pillars for brands for driving awareness and building brand equity. Digital channels have revolutionized the communication landscape and compelled brands to integrate digital strategies into their communication plans. Most noticeably, they have ushered in an era marked by unprecedented transparency and accountability. As a result, brands have placed increased emphasis on these factors and devised unique plans to harness the true potential of digital platforms.However, in this post pandemic world, which is characterized as highly volatile, uncertain, complex, and ambiguous (VUCA) in nature, the landscape of corporate communications and reputation management is undergoing a dynamic transformation, and brands recognize the necessity ofadopting innovative and more focused approach to execute communication plans. Digital has become a ‘must have’ part of the communication strategy of brands.Criticality of adopting consumer-centric approachBrands must understand the fact that one-size-fits-all strategies are no longer efficacious. They must focus on adopting personalized communication strategies that can cater to the specific preferences and needs of all the stakeholders. For instance, the preferences of digital and print media audiences may vary, and we cannot  publish similar content for both categories. Creating unique messages that ensure maximum engagement of the target audience is important. Straight-jacketed approach is very yesterday and what will work for brands today is a personalized, humane approach to communications and brand reputation building. So how can this be done?The answer lies in leveraging the power of data that can offer valuable insights about the consumers’ behaviour, interests and purchasing patterns. This knowledge will empower us to craft personalized communication strategies and content that resonates on a personal level. From sending customized mails, recommending products to crafting social media messages, embracing personalized strategy will result in increased engagement and conversion while boosting consumer satisfaction and solidifying brand perception. The art of storytellingIn the era of information overload where consumers have low attention span, brands need to focus a lot more on storytelling to bring out interesting anecdotes that will appeal to the audience. There are numerous benefits of storytelling, in comparison to the dry and factual approach. With impactful stories, brands can reiterate their brand purpose and connect better with their audience. Also, it is important for a brand’s story to be consistent in tone, voice and overall messaging. This helps having a focused narrative and in turn, connect better with the customers.Gone are the days when actors used to enact a story or when showcasing a flowery and perfect world was important. Customers prefer real and authentic storytelling. Stories that are real are most believable and make the maximum impact.With customer attention span reducing with every passing day, it is recommended to explore various forms of content to showcase stories- from short videos to audio stories that can be heard on-the-go and shared easily. Also, building a content series with one new content piece, released every few weeks, can help drive higher engagement.Keeping digital communication at the centre of planningUndoubtedly, this is the digital age, and growth depends on how brands utilize digital platforms. Thankfully, India is among those countries which have adopted digital platforms and tools swiftly. The increasing preference of individuals, especially millennials and the GenZ, towards digital channels is evident, making digital communication strategies vital for the success of corporate communication efforts. These platforms today play a crucial role in shaping decisions of a majority of consumers.At the outset of 2023, India boasted an impressive digital landscape with a staggering 692 million internet users and 467 million active social media users.[i] For brands, this vast user base presents a golden opportunity to forge meaningful connections, assess the efficacy of their initiatives, and garner valuable insights for informed decision-making. With a strategic communication approach, brands can not only engage with these users effectively, but also nurture long-term relationships, paving the way for increased sales and revenue. Today, social media strategy is at the centre of the communication strategy of brands. Brands are leveraging various social media channels, putting together a robust communications and content roadmap specific for each channel, and leveraging owned media to create awareness and brand recall. Brands’ website has also emerged as important mediums for communicating with a diverse set of stakeholders. Additionally, senior leaders are also investing in leveraging their own social media channels to further amplify the brand narrative.Crisis management In addition to this these advantages, digital tools also present challenges that make digital strategies critical. For instance, the very freedom of expression that these platforms facilitate has rendered brand reputation exceptionally vulnerable. The absence of stringent regulations and mechanisms to authenticate platform users further compounds the concerns for brands. The potential for misinformation and the rapid spread of negative sentiment pose significant threats to a company's image.Digital media is a double-edged sword. On one side, it enables the brands to reach out to all their potential and existing customers across the world with a single post, on the other hand it can also have one post leading to a full-blown crisis. Also, with the rise of AI and other new-age technologies, fake news, misinformation and disinformation have become very common. Hence, it becomes important for brands to be adept in crisis management, so as to safeguard brand reputation. Companies build a good reputation in the market after long and dedicated efforts, however, a crisis can ruin it within a few minutes. To effectively address such situations, swift and strategic crisis messaging, infused with empathy, is essential. Brands that showcase agility in their response to unforeseen circumstances can mitigate potential damage and emerge stronger from crises. This requires a well-defined crisis communication plan with clearly carved out scenarios and suggested actions.Also, brands need to stay vigilant and create meticulous and effective corporate communication strategies to counter these challenges with positive storylines as well as capitalize on the huge potential of digital platforms. The most critical aspect of effective corporate communication is actively listening to stakeholders’ concerns. Brands often make a mistake by overlooking this part and concentrating only on their next big launch. In today’s fast paced world, there is a stringent need to pay attention to concerns, address them thoughtfully, and engage in a transparent dialogue. This effectively enhances the company's reputation and establishes a foundation for enduring relationships, positioning the organization as a trustworthy and reliable partner in the eyes of the stakeholders.Conclusion As we navigate through the challenges of the modern business realm, it becomes evident that strategic corporate communications with a focus on digital communication and impactful storytelling is not just a valuable asset but an indispensable driver of brand success. Beyond being a conduit for disseminating information, it acts as a catalyst for shaping perceptions, fostering connections, and fortifying the brand's position in the market. As we move forward, the ability to craft and execute communication strategies that align with the ever-changing dynamics externally will be pivotal for sustained success and resilience in the face of uncertainty.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Santanu Chakraborty, Corporate Communications Lead, BSE India, speaks at length about his approach to content strategy at BSE India, considering his background in financial media and communications. He discusses some unique challenges in creating content for a financial institution like BSE, his approach to building and maintaining strong relationships with stakeholders in the financial sector, the similarities and differences he finds between financial reporting and corporate communications, and how the financial media landscape has changed since he started. He also shares insights on the trends he sees emerging in the next five years.How do you approach content strategy at BSE India, given your background in financial media and communications? What are some unique challenges in creating content for a financial institution like BSE?The biggest challenge in creating content for a legacy enterprise is tailoring it to the audience. Every piece of content should have a hook, an establishment, a challenger, and a conflict. This is a recipe for shareable content – content that audiences can relate to. This approach is valid for writing in literature, media, or for a brand. In most top-down organizations, the scope for storytelling is limited as decision-makers often prefer to present data and supportive facts to drive business growth or manage stakeholders. There is very little appreciation for the end audiences and what they want to know. My work as a communications professional involves crafting content with the end audience in mind and sensitizing my leadership accordingly.Could you share your approach to building and maintaining strong relationships with stakeholders in the financial sector? What strategies have proven most effective?Maintaining transparent communication with timely, clear updates on market changes and policies builds trust. Key strategies include:Adopting stakeholder-centric content tailored to the specific interests of investors, regulators, and media to ensure relevance.Direct engagement by hosting forums and Q&A sessions with leadership to foster open dialogue and a sense of inclusion.Establishing investor education programs and publishing insights to position the exchange as an authority.Regular engagement with regulatory authorities to align on policies and reinforce compliance.What are your methods for identifying impactful trends? Can you share an example of a trend you identified early that had a major impact on the market or your organization?Data Analytics: Monitor market data and sentiment analysis for early signals.Industry Reports: Regularly review financial publications and sector reports.Stakeholder Feedback: Gather insights from discussions with investors and regulators.Competitive Benchmarking: Analyze peer strategies and market responses.Cross-Functional Collaboration: Engage with teams in risk, compliance, and product for broader trend perspectives.One of the things that I have done is conduct extensive research on the topic. I gathered a lot of data and anecdotes, paying attention to what common people are discussing. Based on that, I designed the brief for my creative agency to create various types of content, including reels, blog posts, posters, carousels, vignettes, and display ads. After that, I gave the agency complete freedom to experiment with storytelling. We won awards for our Mr. Mane video series on popular investor awareness in social media.Having experience in both financial reporting and corporate communications, what similarities and differences do you find between the two, and how has each helped you in the other?In both fields, you need to be a good storyteller. The major difference is that in financial reporting, you have the liberty to present a lot of data and facts, expecting the audience to make sense of it. In communications, however, we must tailor each story according to the audience and medium.How has the financial media landscape changed since you started, and what trends do you see emerging in the next five years?Since 2005, there has been a significant digital shift: traditional print media has declined, with a move towards digital platforms and real-time news, making financial information more accessible.Rise of Specialized Outlets: There is an increased demand for niche financial reporting, leading to a surge in dedicated finance and investment news platforms.Influence of Social Media: Platforms like Twitter and LinkedIn have become primary channels for quick, real-time financial updates and expert commentary.Emerging Trends:AI and Data-Driven Journalism: Expect AI-powered insights and data analytics to play a larger role in financial reporting.Content Personalization: More tailored content for individual investor preferences.Video & Short-Form Content: Growth in video content, especially short-form, as audiences seek concise, visual information.Influencer-Led Financial Insights: Increased reliance on financial influencers who provide insights directly to their followers.

NHC Foods limited (BSE: 517554) has trusted Prose Integrated as the Public Relations (PR) agency. NHC Foods is recognised as a Three Star Export House by the Ministry of Commerce and Industry, Government of India and leader in the export of agricultural commodities. The company is leveraging the rights issue to spur growth and enhance profitability by repaying loans.With over 64 years of experience, NHC Foods has become a prominent player in global markets, exporting to over 30 countries across the Middle East, Europe, USA, UK, China, Russia, Brazil, and South Africa. As NHC continues to witness significant financial growth, including a 391% rise in net profit to Rs. 200.88 lakhs for the quarter ending June 30, 2024, the company is set to capitalize on this momentum through its Rights Issue.Prose Integrated will support NHC Foods in strengthening its public image, handling it’s media office and media outreach activities to ensure the success of this crucial financial move. A narrative which is compliant to the guidelines will be drafted and broadcasted as a part of this project.Mr. Apoorva Shah, Chairman & Managing Director of NHC Foods, shared, “The partnership comes at a pivotal moment for NHC Foods, as the company continues to evolve with a focus on geographical diversification, digital transformation, and product innovation. With an established reputation for excellence, Prose Integrated will work closely with NHC to amplify the company’s growth strategies across geographies and ensure the successful execution of the Rights Issue,.”Commenting on the partnership, Arun Nair, Advisory Board Member of Prose Integrated, said, “We look forward to working with NHC Foods during this pivotal stage of their development. We aim to emphasize their financial success and innovative strategies, especially as firms expand into newer markets and broaden their product offerings. We will use our experience in public relations and leverage new age media to magnify their message and increase brand recognition across global platforms."

Adgully, in association with CommsAdda, hosted the latest edition of #GullyChat on Friday, October 25, 2024. This edition of #GullyChat focused on ‘Managing Reputation in a Post-Truth Era: Tools and Techniques for PR Pros’.The esteemed participants included:Padmaja Konisetti, Communications ProfessionalSantanu Chakraborty, Corporate Communications Lead, BSE (Stock Exchange)Pooja Trehan, Head of PR & Content, Jio World CentreBhavna Imran, Communications Leader - South Asia, Corteva AgriscienceThe session began with a discussion on how PR professionals are leveraging data analytics to monitor and respond to public sentiment in real-time.Santanu Chakraborty suggested using analytics tools to track mentions, hashtags, and sentiment on platforms like Twitter, Facebook, and LinkedIn for social media monitoring. According to him, this helps gauge public sentiment and identify emerging trends or issues quickly.”He further added, “For content tracking, analyze different types of content across channels. Understanding what resonates with the audience guides future communications. Brands need to implement natural language processing (NLP) algorithms to analyze sentiment online.”Padmaja Konisetti said, “Social listening and media monitoring tools play a huge role. They provide immediate access to public sentiment analysis, enabling us to monitor sentiment on various channels and craft our responses accordingly.”The conversation then moved towards how storytelling can be used as a tool for reputation management in an era saturated with misinformation.Bhavna Imran noted, “Storytelling can take many forms. A leader sharing an anecdote or personal narrative is one of my favourite approaches. It helps build a connection with the audience and elicits empathy.”Pooja Trehan emphasized on consistency and clarity. “Keep sharing your story with focused messaging at regular intervals. That’s probably why we remember the audio tune by Intel or the Amul Girl.”The panellists also discussed emerging technologies and tools that can assist PR professionals in navigating the complexities of the post-truth landscape.Trehan stressed on going back to the basics. “Read, research, network within the industry, and draft your own communications. While there’s no shortage of tools and technologies, often what’s missing is a simple, grounded approach.”Bhavna Imran added here, “Exploring sentiment heatmaps – visual representations of sentiment by region or demographic – allows us to track the spread and impact of misinformation so that we can tailor our responses.” She also highlighted the “power of many”, adding, “Crowdsourced fact-checking, if done right, can be very powerful!”Padmaja Konisetti said, “In addition to traditional and social media analytics tools, PR professionals should also explore influencer marketing and emerging tech, such as AI tools, to navigate this new landscape.”Talking about crisis management platforms, Santanu Chakraborty stressed on centralizing communication and response strategies during crises for quick coordination. “As far as Blockchain technology is concerned, one needs to ensure transparency and authenticity of information via secure, verifiable sources.”