In an industry that thrives on visibility and perception, Raindrop Media didn’t just participate in the conversation it changed its vocabulary.At a time when film promotions were largely confined to traditional publicity and branding, Raindrop Media pioneered a more nuanced, strategic approach one that went beyond amplification and entered the realm of authorship. The agency coined the term “Media Directors” to define its role in shaping and steering the narrative of film campaigns, marking a decisive shift in how media strategy was perceived and executed.<div class="insta-container"><blockquote class="instagram-media" data-instgrm-captioned data-instgrm-permalink="https://www.instagram.com/reel/DXd6-fajOSG/?utm_source=ig_embed&amp;utm_campaign=loading" data-instgrm-version="14" style=" background:#FFF; border:0; border-radius:3px; box-shadow:0 0 1px 0 rgba(0,0,0,0.5),0 1px 10px 0 rgba(0,0,0,0.15); margin: 1px; max-width:540px; min-width:326px; padding:0; width:99.375%; width:-webkit-calc(100% - 2px); width:calc(100% - 2px);"><div style="padding:16px;"> <a href="https://www.instagram.com/reel/DXd6-fajOSG/?utm_source=ig_embed&amp;utm_campaign=loading" style=" background:#FFFFFF; line-height:0; padding:0 0; text-align:center; text-decoration:none; width:100%;" target="_blank"> <div style=" display: flex; flex-direction: row; align-items: center;"> <div style="background-color: #F4F4F4; 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font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:550; line-height:18px;">View this post on Instagram</div></div><div style="padding: 12.5% 0;"></div> <div style="display: flex; flex-direction: row; margin-bottom: 14px; align-items: center;"><div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(0px) translateY(7px);"></div> <div style="background-color: #F4F4F4; height: 12.5px; transform: rotate(-45deg) translateX(3px) translateY(1px); width: 12.5px; flex-grow: 0; margin-right: 14px; margin-left: 2px;"></div> <div style="background-color: #F4F4F4; border-radius: 50%; height: 12.5px; width: 12.5px; transform: translateX(9px) translateY(-18px);"></div></div><div style="margin-left: 8px;"> <div style=" background-color: #F4F4F4; border-radius: 50%; flex-grow: 0; height: 20px; width: 20px;"></div> <div style=" width: 0; height: 0; border-top: 2px solid transparent; border-left: 6px solid #f4f4f4; border-bottom: 2px solid transparent; transform: translateX(16px) translateY(-4px) rotate(30deg)"></div></div><div style="margin-left: auto;"> <div style=" width: 0px; border-top: 8px solid #F4F4F4; border-right: 8px solid transparent; transform: translateY(16px);"></div> <div style=" background-color: #F4F4F4; flex-grow: 0; height: 12px; width: 16px; transform: translateY(-4px);"></div> <div style=" width: 0; height: 0; border-top: 8px solid #F4F4F4; border-left: 8px solid transparent; transform: translateY(-4px) translateX(8px);"></div></div></div> <div style="display: flex; flex-direction: column; flex-grow: 1; justify-content: center; margin-bottom: 24px;"> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; margin-bottom: 6px; width: 224px;"></div> <div style=" background-color: #F4F4F4; border-radius: 4px; flex-grow: 0; height: 14px; width: 144px;"></div></div></a><p style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; line-height:17px; margin-bottom:0; margin-top:8px; overflow:hidden; padding:8px 0 7px; text-align:center; text-overflow:ellipsis; white-space:nowrap;"><a href="https://www.instagram.com/reel/DXd6-fajOSG/?utm_source=ig_embed&amp;utm_campaign=loading" style=" color:#c9c8cd; font-family:Arial,sans-serif; font-size:14px; font-style:normal; font-weight:normal; line-height:17px; text-decoration:none;" target="_blank">A post shared by Raindrop Media (@media.raindrop)</a></p></div></blockquote> <script async src="//www.instagram.com/embed.js"></script></div>This wasn’t merely a title it was a philosophy.By positioning themselves as “Media Directors,” Raindrop Media articulated what the industry had yet to recognize: that media campaigns, much like films, require vision, structure, and direction. From crafting story arcs for promotions to orchestrating how narratives unfold across platforms, the agency brought a filmmaker’s lens to publicity.What followed was a ripple effect across the industry. The terminology was adopted, the model replicated, and the approach widely embraced. But while many followed the path, Raindrop Media remains the originator the first to define and formalize this now widely used concept.“The idea was always to move beyond just pushing content to actually directing how stories are experienced by audiences,” said a spokesperson from Raindrop Media. “We weren’t just promoting films we were shaping their narrative journey in the media.”Today, as the industry increasingly leans into integrated storytelling and strategic narrative building, Raindrop Media’s early innovation stands as a testament to its foresight. Because in a landscape where many play the game, the ones who define it will always lead it.

Vero has integrated Mad Hat Asia into its regional network, bringing together its strategic communications expertise with Mad Hat Asia’s creative capabilities.The move strengthens Vero’s presence in Malaysia and expands its capabilities in Singapore. It also provides Mad Hat Asia access to Vero’s regional services, including public relations, government relations and public affairs, corporate communications, strategic planning, data analytics and research.Mad Hat Asia adds consumer lifestyle expertise, social media capabilities and experience in working with emerging audiences to the combined network.The integration will see Vero CEO Brian Griffin continue to lead the company’s long-term direction. Mad Hat Asia founder Rengeeta Rendava will take on a regional strategic role focused on communications strategy and capability development across the network.The partnership also brings closer alignment between Mad Hat Asia and Vero Advocacy, the consultancy’s government relations arm in Malaysia.According to the companies, there are no planned staff redundancies as part of the integration.Vero reported fee income growth of 11.5% in 2025. Following the integration, the company expects revenue to reach USD 13.5 million in 2026, supported by a team of around 300 professionals across multiple markets.Mad Hat Asia will also utilise Vero’s technology and analytics infrastructure to support insight-led communications strategies.Both companies indicated a shared focus on integrating technology and artificial intelligence into communications while maintaining an emphasis on storytelling.

Bully Pulpit International has appointed Giuseppe Polimeno as Head of Growth and Innovation for Europe, a newly created role.Polimeno joins the firm from Ketchum, where he spent six years, most recently serving as EVP, Global Data Innovation. He also previously held the role of Head of Research and Insights at the agency.In his new position, Polimeno will report to Jo-ann Robertson, President of Europe and Transatlantic Growth at Bully Pulpit International. He will be responsible for developing products and services, strengthening the firm’s analytics capabilities, and supporting integrated campaign planning across the region.Commenting on the appointment, Robertson said Polimeno’s experience in translating complex data into actionable strategy aligns with client needs as the lines between corporate reputation, policy and culture continue to evolve.Polimeno said that emerging technologies and geopolitical shifts are reshaping the communications landscape and the role of consultancies. He added that the firm’s background in political and policy campaigns, combined with its broader capabilities, provides a strong platform to build new tools, partnerships and offerings focused on data and AI.The appointment comes as Bully Pulpit International continues to expand its operations across Europe and transatlantic markets.

Thrive PR has launched a new sister agency, Acuity, as it looks to address growing demand for specialised, senior-led corporate communications advisory.Acuity will operate as a standalone brand with its own leadership and focus, while drawing on Thrive PR’s network and capabilities. Snezna Kerekovic, founding managing director of Acuity, will continue to hold a senior leadership role across both businesses.According to Kerekovic, the launch responds to increasing complexity in stakeholder environments and a widening trust gap. She noted that human-centred communication remains critical, particularly in translating complex issues into clear and credible narratives.She also highlighted that while AI is accelerating content creation, it is simultaneously increasing the need for clarity, judgement and human insight in communications.Acuity begins operations with foundation clients including BYD, Reddit and Pearson. Its services will span stakeholder engagement, crisis and issues management, executive positioning and content.The agency will operate across Sydney, Melbourne and Brisbane, with plans to expand its senior team.The launch has been positioned as a standalone move and is not linked to any broader structural changes within Thrive PR.

Marengo Asia Hospitals has onboarded Pallavi Mishra as Head of Public Relations & Communications, bringing in a seasoned communications professional with over 15 years of experience across consulting and agency-led mandates. Pallavi joins Marengo Asia Hospitals after serving as Director – PR at Kaizzen. Prior to this, she worked as Senior Consultant at First Partners and Senior Manager at Percept India, building a portfolio that spans strategy, crisis communications, media relations, and public policy. Over the years, her work has largely sat at the intersection of reputation management and narrative building for organisations navigating scale, scrutiny, and change In her new role, she will be responsible for overseeing brand reputation across all verticals, with a focus on strengthening the organisation’s public narrative through consistent and meaningful brand-building efforts. In a LinkedIn post announcing the move, she shared: “This role feels special because it brings together my passion for healthcare communications, storytelling, and meaningful brand building. I look forward to being part of Marengo Asia Hospitals’ mission of patient-first care, clinical excellence, accessibility, affordability, accountability, and innovation.” This appointment comes at a time when Marengo Asia Hospitals is continuing to expand its presence and sharpen its positioning within a competitive healthcare landscape. The addition of a seasoned communications leader is expected to support the organisation’s efforts to bring greater coherence to its messaging while staying closely aligned with patient-centric values.

Kimberly-Clark has announced its post-closing organisational structure and leadership team ahead of the anticipated completion of its acquisition of Kenvue.As part of the new structure, Russell Dyer, currently Chief Corporate Affairs Officer at Kenvue, will lead the corporate affairs function for the combined global health and wellness business.Mike Hsu will continue as Chairman and Chief Executive Officer of the combined entity. Reporting to him, Russ Torres, currently Chief Operating Officer, will take on the role of Group President and Chief Operations Officer.Dyer said the leadership team is in the process of defining the scope of the corporate affairs function and structuring the team. He added that the early announcement is intended to provide clarity on leadership as both organisations work towards finalising the integration.In his current role at Kenvue, Dyer oversees corporate affairs across stakeholder groups, including employees and external audiences.Prior to Kenvue, Dyer held leadership roles at Mondel?z International, where he served as Senior Vice President, Chief Communications Officer and Head of Public and Government Affairs. He has also worked at Kraft Foods Group and Weber Shandwick in corporate affairs and communications roles.

MikeWorldWide has appointed Mike Sacks as Managing Director, Corporate Reputation and Advisory.Sacks joins the firm from FleishmanHillard, where he led the corporate affairs practice in Chicago, advising clients across sectors including technology, healthcare and financial services.He returns to MWW, where he began his career two decades ago.In his new role, Sacks will focus on advising clients on corporate reputation, risk management and communications, while also supporting business development and client relationships.Over the course of his career, he has worked on mandates involving regulatory investigations, cyberattacks, mergers and acquisitions, leadership transitions and product-related crises.The appointment comes as MWW continues to build its advisory and public affairs team, with recent senior hires including Mahen Gunaratna as Executive Vice President of Public Affairs and Jackie Cornell as Vice President of Government Relations and Public Affairs.

The Goodyear Tire & Rubber Company has appointed Travis Parman as chief communications officer.Parman will oversee global communications and report to CEO and president Mark Stewart.In this role, he will lead media relations, associate communications and corporate reputation as the company continues its “Goodyear Forward” transformation.Parman joins from PMI U.S. and has previously held senior communications roles at Nissan Motor Corporation, General Motors, Renault Group and Ally Bank.In his new position, he will be responsible for communicating the company’s transformation and supporting its business strategy, including its goal of becoming “#1 in Tires and Service.”Stewart said the communications function plays a central role in aligning the organisation globally and maintaining its reputation as it executes its strategy.

ICCPL Group has been officially appointed as the integrated PR and Digital Marketing agency for CREDAI, marking a significant mandate in the real estate communications landscape.Under this partnership, ICCPL’s PR vertical will lead national media relations and strategic communications, driving consistent, high-impact narratives across mainstream and industry platforms. The mandate includes strengthening CREDAI’s positioning as the unified voice of India’s real estate sector while amplifying key policy, industry, and leadership communications.Complementing this, ICCPL’s digital arm, Digicomm, will spearhead pan-India digital campaigns, performance marketing, and targeted outreach initiatives. The focus will be on leveraging data-driven strategies to enhance engagement, visibility, and stakeholder connect across digital ecosystems.This integrated approach ensures a seamless blend of traditional media strength and digital precision, enabling CREDAI to further consolidate its influence across markets and audiences.The collaboration reflects ICCPL Group’s growing leadership in delivering full-stack communication solutions and reinforces its position as a trusted partner for large-scale, national mandates.

Mahek Pandey is not a software engineer. She has no computer science degree. Until two years ago, she had never written a line of code in her life. India's PR industry is projected to cross ?2,800 crore in 2026. Yet it remains one of the last major communications disciplines without standardised measurement infrastructure, lacking real-time multilingual media monitoring, AI-driven sentiment analysis, competitor ROI tracking, predictive risk modelling, and journalist intelligence for the Indian market. "PR consistently delivers 10–15x better trust-per-rupee than paid advertising," says Pandey. "But the industry has never had the tools to prove it. While marketing teams walk into boardrooms with attribution dashboards and conversion funnels, PR teams present digital clipping books and subjective sentiment summaries. NexusAI changes that." As a corporate communications professional who spent 10 years at three of India's top PR agencies - Ogilvy PR, 20:20 MSL (Publicis Groupe), and Mavericks, managing campaigns for Google India, Dell, Alibaba, and NEC Corporation, Pandey watched the PR industry struggle with a problem that digital marketing solved years ago: proving its own value. So Pandey did something unusual. While working a full-time job, she enrolled in the Executive PG Diploma programme in Data Science & AI at IIIT Bangalore (via upGrad), one of India's top technology institutions. "I was terrified," she admits. "I'm a mass communication graduate from Indore. My classmates at IIIT Bangalore were engineers and analysts. But I had one advantage they didn't, I knew exactly what problem needed solving because I'd lived with it for a decade." The result is NexusAI (nexusprai.com), an enterprise-grade PR Intelligence and Automation platform that does what no tool built for the Indian market has done before. ABOUT THE PLATFORM NexusAI covers 12 analytical modules including: • Real-time brand mention detection across news and social media • AI-powered sentiment analysis in 9 Indian regional languages (Hindi, Tamil, Telugu, Kannada, Malayalam, Marathi, Bengali, Gujarati, and English) • Competitor benchmarking and share-of-voice mapping • Journalist and influencer identification and relationship mapping • Campaign ROI calculation in INR• Predictive crisis early warning based on media pattern anomalies • GEO keyword directives for search-optimised PR • Downloadable reports for boardroom-ready presentation The platform is live and functional at nexusprai.com. THE UNLIKELY BUILDER What makes NexusAI's story unusual is not just the platform itself, it's who built it. Pandey represents a growing wave of non-STEM professionals who are using accessible AI and data science education to solve domain-specific problems that technologists often overlook. She had no background in programming, machine learning, or software development. She learned Python, NLP, scikit-learn, and TensorFlow over 12 months while working full-time. "The best AI products aren't always built by the best engineers," says Pandey. "They're built by people who understand the problem deeply enough to know what the solution should look like. I spent 10 years understanding what PR professionals need. The Data Science programme gave me the tools to build it." Her story challenges the assumption that AI innovation requires a STEM background, and suggests that India's next wave of AI applications may come from domain experts in fields like law, healthcare, finance, and communications, not just from engineering teams. 

Authored By: Rekha Rao, Founder and CEO- OON.Today’s world is one of instant (mis)information, cancel culture, AI-driven discovery, constant scrutiny, political turmoil, geopolitical conflict, and a pervasive sense of unrest—where trust is increasingly scarce.The need to seek truth and gravitate toward authenticity has never been more pronounced. This is the very reason Public Relations is evolving into a core strategic driver of trust, reputation, business growth, and competitive advantage. Brands and organisations that treat it as such consistently outperform those that don’t—because in times of indiscernible noise, trust is the ultimate currency.In an era defined by misinformation, ad fatigue, and AI-generated content, audiences are justifiably sceptical. The rise of social media has also intensified public scrutiny. In an age of cancel culture, organisations are perpetually vulnerable, making PR an essential gatekeeper in protecting and strengthening reputation. As misinformation spreads rapidly like a virus, and large language models increasingly shape narratives, AI produces deceptive content at a rapid pace and low cost, PR plays a vital role as a grounded, human, and validated source of truth. Its greatest strength lies in its ability to have credible third parties speak on behalf of a brand in a believable, fact-backed way. While paid media can buy visibility and attention, it is earned credibility—through respected journalists, experts, and authentic voices—that remains the most trusted. Today, the challenge for organisations and brands is that while advanced, data-driven modelling enhances visibility, the real test is in converting that visibility into preference, loyalty, and choice. It is here that PR plays a crucial role in a world where anyone can publish, where it generates earned credibility—through key opinion leaders, influencers, and meaningful media narratives—that help organisations and brands truly stand out.Yet above everything else, what defines the need of our times now is the deep craving for authenticity and stories that resonate emotionally. What people are craving most is authenticity and genuine human stories that speak straight to the heart. Audiences are tired of plasticky, over-polished messages. Founder-led voices, purpose-driven storytelling, and emotionally intelligent brands cut through the noise, as hyper-personalisation becomes the norm. The consumer’s leaning on spaces and platforms like Reddit or Quora or other social media communities underscores the importance of building authentic, participatory community spaces— where audiences don’t just consume content but co-create it through conversations, fostering deeper trust and connection. For younger millennials and Gen Z, authenticity is a non-negotiable filter. They are highly perceptive, quick to identify over-engineered messaging, performative intent, or sudden purpose shifts—often leading to instant disengagement or worse, public dismissal of organisations, people, or brands. With declining trust in governments, media, and institutions, this generation places greater faith in genuine human voices over manufactured communication. This reinforces the need for communication that is empathetic, transparent, and grounded in fact—all of which PR is uniquely positioned to deliver.PR today is a high-stakes, strategic discipline at the intersection of data, technology, creativity, and human insight. The importance of PR has only deepened in this age of technology. The skills that matter most today include the ability to craft authentic, differentiated, data-backed narratives; fluency in AI; emotional intelligence; strong ethical grounding; and an understanding of emerging disciplines like Generative Engine Optimisation (GEO). The most effective practitioners are trusted advisers—combining courage, empathy, and precision to help organisations and brands navigate complexity and thrive. Success belongs to those who can orchestrate the entire communications ecosystem and operate as truly integrated communication strategists.This National PR Day, the sentiment that stands as the clearest testament to why PR matters—now more than ever- is reflected in this quote from 1984, by George Orwell: “In a time of deceit, telling the truth is a revolutionary act.”DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

In a world flooded with information, shaped by AI-led discovery, and defined by shrinking attention spans, Public Relations is undergoing a profound transformation. What was once largely about securing the right headline in the right publication has evolved into something far more complex and consequential—shaping reputation not just for audiences, but for algorithms too. On National PR Day, industry leaders reflect on how PR is no longer a support function, but a strategic driver of trust, influence, and long-term business impact.At a time when stakeholders—from consumers to investors—are scrutinising whether brands truly live their values, the role of PR has expanded into building credibility across every touchpoint. The discipline today sits at the intersection of storytelling, strategy, and societal responsibility, making it more relevant than ever before.Girish Bala, Founder, ON PURPOSE"On National PR Day, I'd like to recognise and celebrate the positive change PR enables in society. Whether its raising awareness of causes that matter or bringing more dignity to the lives of the under-represented, we must bring the power of our craft to tell stories of individuals and organisations driving real change on the ground."Abhi Mahapatra, Senior Strategic Communications & Marketing Advisor"On National PR Day, it’s a good moment to recognise that while many aspects of Public Relations in India have changed, the core of earning trust hasn’t. In a culturally diverse and highly opinionated market, PR professionals are no longer just storytellers; they are custodians of reputation, expected to respond with both speed and sensitivity. The real value of PR today lies in staying authentic while being agile, and consistently translating tha into tangible business and societal impact."Nandini Chatterjee, former Chief Marketing and Communications Officer, PwC"PR has never been more critical, as consumers, employees, investors and communities closely scrutinise whether organisations’ words align with their actions, placing PR at the heart of shaping consistent narratives and corporate reputation.In an AI-driven discovery environment, where search increasingly draws from credible earned and owned sources, the value of well-crafted narratives in trusted publications is only growing.PR and Communications is moving beyond a support role to become a strategic imperative, demanding sharp judgement on what to say, when to say it, and how to navigate crises."Rishi Seth, Founder and CEO, Evoc"National PR Day is an occasion to remind us all that in this age shaped by AI-slop, misinformation, information overload and shrinking attention spans, public relations is one of the most strategic and effective disciplines for organisations and leaders. PR has always had a fundamental role in building trust, credibility, and shaping public understanding, but today this role is more critical than ever. In fact, few disciplines can match the strategic value of a well-run PR program in helping organisations engage with stakeholders with clarity and conviction.”Lovina Gujral, COO, Candour Communications"It's a very interesting time to be in the PR industry in India, and I mean that in the best way. For most of the last two decades, our job was to earn a client a mention in the right publication, in front of the right reader, on the right day. While that hasn't gone away, what is changing is that there's now a second audience reading everything we put out but they don't buy newspapers. A new layer of truth has emerged. When someone asks an AI model about a category or a brand, the model answers from whatever the open web has decided is true about that company. That's the real reputation layer forming right now. PR has always been about shaping what's said about you when you're not in the room. That room just got a lot bigger. PR agencies that will matter over the next ten years are the ones that stop thinking of themselves as media relations shops and start thinking of themselves as credibility engineers for humans and machines alike. On this National PR Day, that's the bet we are making."Madhvendra Das, Co-Founder, The Good Edge"I believe PR's sweet spot lies in becoming a strategic tool for managements and leaders from all walks. National PR Day during this year of amazing global newsflows is a timely reminder for us PR practitioners to become a lot more strategic in client interactions and to harness AI effectively as an enabler. We also need to attract a lot more top talent to our industry."Chetan Mahajan, CEO and Founder, Maverick“PR is transforming, not fading. The craft of earning influence now plays out across media, policy, digital, and AI ecosystems, but the core of the discipline has not changed. It remains about earning trust, not chasing attention. At The Mavericks, we choose fewer, deeper partnerships, measuring success in business impact rather than noise, and treating reputation as the most strategic form of capital a brand owns: the one asset that compounds over time.”Aman Dhall, Founder, CommsCredible"PR has evolved from a relationship-led function to an intelligence-driven one. Today, it’s not about moments of visibility, but about building a narrative that is consistently discoverable across media, search, social, and AI. If your story isn’t structured, it simply won’t show up where decisions are made.The biggest misconception is that one headline or viral campaign can shift perception overnight. It may create attention, but trust is built through consistency. Perception doesn’t change in spikes—it compounds when messaging is clear and aligned across touchpoints.PR now sits at the core of how businesses are evaluated. Stakeholders form opinions before any interaction, based on what they discover and validate online. This makes narrative clarity and credibility critical.Going forward, PR will bridge online intelligence with offline confidence. Companies that invest in structured storytelling won’t just be more visible—they’ll be more trusted. Because today, it’s not just visibility that matters—actual intelligence does.”

Ola has appointed Shirsha Majumder as Senior Manager – PR & Communications.Prior to joining Ola, Majumder was associated with Acko for close to four years, where she worked on communications strategy and brand narrative.She has also held roles at organisations including HDFC Life, Adfactors PR and Edelman.Majumder brings over nine years of experience in corporate communications, with exposure to areas such as reputation management, media relations, strategic messaging and stakeholder engagement.

Teamwork Communications Group, a healthcare-first integrated communication firm, has secured the PR mandate for Sarvodaya Healthcare, a leading group known for delivering comprehensive, patient-centric healthcare.As part of the mandate, Teamwork Communications Group will lead strategic media relations, thought leadership, and integrated communication initiatives to enhance Sarvodaya Healthcare’s visibility and reinforce its positioning as a trusted healthcare destination. The collaboration will focus on amplifying the hospital group’s clinical expertise, patient outcomes, and community-focused healthcare initiatives across its network.Commenting on the development, Nikky Gupta, Founder & CEO, Teamwork Communications Group, said, “Healthcare today is as much about trust as it is about clinical excellence. Sarvodaya Healthcare has built a strong foundation around patient-centric care and quality outcomes, and the focus will be on bringing their vision and meaningful work to the forefront. Our team is excited to bring strategic communication expertise to Sarvodaya Healthcare, supporting their communication goals and broader objectives within the Indian healthcare landscape. The communication approach will highlight the group’s medical expertise, innovation, and commitment to accessible, compassionate care, helping shape informed conversations around healthcare delivery in the country.”Sampada Atri, Director - Brand & Communication, Sarvodaya Healthcare, Faridabad, added here, “As we continue to expand and strengthen our healthcare services, communicating our vision and patient-first philosophy becomes increasingly important. This partnership will help showcase the depth of our clinical capabilities, the dedication of our medical teams, and the initiatives aimed at improving patient experience. The collaboration is expected to support greater awareness around the quality-driven care and community-focused efforts across our network.” Sarvodaya Healthcare offers advanced medical and surgical care across key specialties, including Cancer Care & Surgical Oncology, Orthopaedics & Robotic Joint Replacement, Gastroenterology & GI Surgery, Brain & Spine Surgery, Plastic & Reconstructive Surgery, and Advanced Cardiac Care. Teamwork Communications Group offers integrated media and communication services. The agency has partnered with leading organizations across sectors, including healthcare, education, development, consumer brands, technology, and other emerging industries, among others. 

Every year on April 21, the Indian communication landscape pauses to observe National PR Day. While the date is often marked by industry seminars and social media posts, its origin is rooted in a landmark moment of professionalization: the first All India Public Relations Conference held in New Delhi on this day in 1968. It was during this historic gathering that the industry formally adopted its Code of Ethics, shifting the narrative from mere press agentry to a strategic management function.Fast forward to 2026, and the industry is no longer just managing press releases, it is navigating a global shift where technology and human trust intersect. A Fundamental Reset According to Deepti Sethi, CEO of the Public Relations Consultants Association of India (PRCAI), the industry is currently witnessing mixed growth trends influenced by shifting markets and evolving client expectations. However, she views this period of flux as a unique opportunity for PR to expand its influence, provided the industry undergoes a fundamental reset in skill and capacity building.Sethi emphasizes that the modern communicator's toolkit has evolved beyond storytelling. To remain relevant, the professionals of tomorrow must: Decode Data: Moving from intuition to insights. Navigate AI : Integrating generative tools into the strategic workflow. Operate at the Speed of Culture: Responding to trends and crises in real-time. The Constant: Reputation as Currency Despite the rapid digital transformation and the rise of AI-driven discovery, Sethi reminds practitioners that the industry's core mission remains unchanged."One truth will remain constant: reputation is the ultimate currency of trust," Sethi notes. "Those who can earn, protect, and scale it will lead the future."As we celebrate National PR Day, the focus remains on this delicate balance embracing the cutting-edge tools of tomorrow while safeguarding the timeless values of credibility and trust.

W Communications Malaysia has been appointed as the public relations agency for Funding Societies Malaysia and LAC Malaysia, providing integrated communications support across both B2B and B2C mandates.The scope of work includes strategic counsel, creative launch campaigns, thought leadership, as well as influencer and key opinion leader (KOL) engagement.In addition, the agency has secured a third mandate from a hospitality brand, which has not been disclosed.These client wins come as W Communications Malaysia builds momentum following its entry into the market earlier this year. The mandates span a mix of long-term retainers and project-based assignments, with durations ranging from three to six months. All accounts were won through competitive pitches.Work on the new mandates commenced toward the latter part of the first quarter.Robin Chang, General Manager, APAC, W Communications Asia, said the early wins reflect growing demand for integrated communications that combine local market understanding with broader strategic execution.Kiersten Chaik, Country Manager, Malaysia, W Communications, added that the agency is focused on delivering integrated communications that align with evolving market expectations.Since its launch, W Communications Malaysia has expanded its team and is projecting further growth across its B2B, B2C and KOL management divisions by the fourth quarter of 2026.The agency continues to focus on delivering strategic counsel and execution for brands across sectors including finance, health and wellness, and hospitality.

Karan Jodhani has joined Datamatics Business Solutions (DBSL) as Assistant General Manager – Head of Corporate Communications and Content.In this role, he will oversee the company’s external communications and content strategy, focusing on strengthening DBSL’s brand narrative across global markets. His responsibilities include driving integrated communication initiatives across media relations, thought leadership and digital platforms, aligned with the company’s business priorities.Jodhani brings over 15 years of experience across corporate communications, public relations and social media strategy.Prior to this, he was Senior Marketing Manager at GEP Worldwide, where he led social media marketing operations and executive visibility initiatives.He has also worked with communications firms including Adfactors PR, Edelman and Weber Shandwick.

Authored by : Maddie Amrutkar, Founder & CEO, Glad U Came.Decade over decade, agencies have been built like departments in educational institutions — creative here, media there, PR on another floor, performance somewhere in between. Each vertical had its own vocabulary, metrics, and often, its own definition of success. That structure made sense when consumer journeys were linear, and media was predictable. However, the current times pose a multitude of challenges with highly volatile consumer sentiments and the media’s influence. A single post can induce a viral search trend across social media channels, spike the popularity of a product across marketplaces, drive footfall on websites or in-person enquiries, and uplift investor interest within a couple of hours. With such high volatility in the ecosystem, working individually can keep businesses detached from contemporary market needs. A strategic resolution is to think integrally, driving the sustainable growth of brands and products in the current, hyper-competitive marketplace. From Platform Planning to Ecosystem DesignCentrally, an integrated thought process is building ideas that benefit the larger ecosystem and not mere platforms of marketing. The questions must shift from, “What will this look like across different channels?” to, “How effectively will this idea travel? How will it behave in mass media setups? How will it influence the buyer decision for a diverse audience across awareness to conversion stages?”This viewpoint nudges agencies to think beyond tangible deliverables and enter into providing behavioral impact. Adopting this approach ensures that the work is not built in isolation and then adapted but is conceived with distribution, amplification, and performance woven into its DNA. Creative teams consider search behaviour. PR understands algorithmic visibility. Performance marketers respect narrative consistency. The result is not glittery communication, but smarter thrust — where every touchpoint strengthens the other.Breaking Silos, Building Shared AccountabilityThis shift is also changing internal dynamics within agencies. The traditional silos are being challenged because they slow down momentum. When PR measures success only through coverage, performance focuses only on ROI, and creative chases only craft, brands lose consistency.Integrated thinking needs shared accountability. Reputation must influence performance strategy and performance insights must nudge improvement needed in storytelling. Community conversations should make brands revisit their positioning, whereas consumer experiences should summarise the brand’s diverse offerings across channels.Today’s clients want clarity in complex processes. They’re asking how brand equity translates into measurable business results. Integrated agencies are well placed to answer that by showing how a strong earned narrative reduces reliance on paid media, and how consistent storytelling strengthens customer retention.When impact is measured holistically, value becomes easier to prove and easier to defend. Integration as a Cultural MindsetAdvancements in technology have changed the game for agencies to curate an integrated approach for brand strategy. Instant analytics, creator ecosystems, and AI-driven optimisation tools have almost diminished the difference between brand and performance. However, integration is not about stacking tools but connecting the dots of insights for a foolproof effect. The most effective agencies treat technology as connective tissue — something that informs creativity and sharpens decision-making rather than overwhelming it.Integrated thinking is about a mindset that structures shackling the thought process. It requires teams to surpass traditional thinking and build collective ownership. A leadership that rewards collaboration instead of competition is needed. Integrated thinking guides agencies to put a stop to defining themselves by the services that they offer and start defining themselves by the dynamic problems related to growth, market capitalisation, trust, customer retention, etc., that they solve.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Imre has appointed Paulina De la Riva as chief strategy officer, as the agency continues to build its senior leadership team under CEO Nadine Lafond.De la Riva joins from Ogilvy Health, where she served as executive vice president of North America strategy. She brings over 18 years of experience across consumer and healthcare marketing, and has previously held roles at TBWA and McCann.In her new role, De la Riva will oversee strategy across brand, media and experience. Her remit includes integrating these areas more closely with analytics and performance, as well as aligning strategy with execution and improving speed to market.The appointment follows Lafond’s recent move to Imre as CEO from Ogilvy Health. She took on the role after it had remained vacant since 2023, following the departure of Neera Chaudhary.

Grace Leong, CEO of Hunter, will be honoured with the SABRE Award for Outstanding Individual Achievement at the North American SABRE Awards in New York on May 5.Leong has spent nearly four decades at Hunter, playing a central role in shaping the agency’s growth. She joined the firm in 1989 and later acquired it with partners, helping expand it from a small agency into a company with more than 300 employees and operations across North America and the UK.Under her leadership, Hunter has built a strong presence in the food and beverage sector, while also expanding into health, beauty, home and retail. The agency has worked with brands including Kraft Foods, Mondelez, Johnson & Johnson, 3M, Church & Dwight, Post Foods and Campbell’s.The firm has received multiple industry recognitions, including Consumer Agency of the Year honours from PRovoke Media in 2014, 2021 and 2022.Leong continued as CEO after the agency’s sale to MDC Partners in 2014, overseeing ongoing growth, expansion in digital and social capabilities, and continued investment in talent.She has also been actively involved in the communications industry through her long association with Public Relations Society of America, where she has held leadership roles at both chapter and national levels. She has supported student development through her engagement with the Public Relations Student Society of America and by establishing an internship programme at Hunter, which has placed students in roles at the firm over the years.

Rahul Nag has moved on from Pocket FM, where he served as Director – Brands, Communications and Partnerships.Nag announced his departure in a LinkedIn post, marking the end of a four-year stint with the company.During his tenure, he worked on building the company’s brand and communications function, including developing content and creator-focused PR initiatives and establishing its presence on LinkedIn.He also led efforts around brand positioning, focusing on shaping Pocket FM’s identity as an audio storytelling platform.Prior to Pocket FM, Nag served as Head of Communications at ShareChat, where he managed corporate and brand communications.His earlier roles include leading public relations and corporate communications at Mindtree, along with stints at Flock and Text100.Nag began his career in communications with roles at HCL Infosystems, IPAN Hill and Knowlton and Adfactors PR.

India’s public relations industry is projected to cross ?2,800 crore this year. Yet the professionals driving this growth still lack the basic analytical infrastructure that marketing, advertising, and digital teams have relied on for over a decade. With the latest launch of NexusAI for PR, a twelve-module, AI-powered media intelligence platform built to solve the five most persistent problems facing Indian PR teams, the industry is poised to transform with the builder-led community. Live at nexusprai.com, NexusAI is the first platform to combine real-time multilingual media monitoring, AI sentiment analysis, competitor benchmarking, campaign ROI calculation, predictive risk modelling, and journalist intelligence in a single, affordable tool designed for the Indian market. “Every problem NexusAI solves is a problem I lived with for a decade. I built the tool I wished existed when I was running campaigns at Ogilvy, MSL, and Mavericks. PR professionals deserve the same data-driven confidence that marketing teams take for granted,” said Mahek Pandey, Founder, NexusAI for PR. Problem 1: PR Cannot Prove Its Own Value PR consistently delivers 10–15x better trust-per-rupee than paid advertising, but the industry has never had standardised tools to quantify this. While marketing teams walk into boardrooms with attribution dashboards and conversion funnels, PR teams present clipping books and subjective sentiment summaries. This credibility gap costs the industry budget share, board-level influence, and talent. How NexusAI Solves It? Campaign ROI Module calculates Advertising Value Equivalency (AVE) in Indian Rupees, measures earned media against estimated campaign investment, and derives net ROI percentage with a complete reach-to-conversion funnel. ? Brand Equity Index, a composite score weighted 60% on sentiment performance and 40% on content quality, provides a single, boardroom-ready metric for media health. ? Channel efficiency benchmarking compares PR against digital, print, and television across cost per impression, audience trust, and retention, proving PR’s ROI advantage with hard numbers. ? One-click executive reports generate 10+ page intelligence documents with embedded charts, financial breakdowns, and competitor tables, ready for CXO presentations. Problem 2: Vernacular Media Is India’s Blind Spot Over 600 million Indian internet users consume content in regional languages. Hindi, Tamil, Telugu, and Bengali media coverage of a brand can tell a completely different sentiment story than English. Yet every major global monitoring platform, Meltwater, Cision, Brand24 treats Indian vernacular media as a secondary afterthought, leaving PR teams blind to how their brands are perceived by the majority of India’s population. How NexusAI Solves It ? Nine Indian languages from day one: Hindi, Tamil, Telugu, Kannada, Malayalam, Marathi, Bengali, Gujarati, and English, all analysed with identical analytical depth. ? Language Analysis module breaks down coverage volume, sentiment distribution, and content quality by language, exposing regional perception gaps that English-only monitoring misses entirely. ? Audience Segmentation identifies advocates, critics, and ESG-aware readers by language, showing not just what is being written but who is reading it and in which language. Problem 3: Crisis Detection Is Still Reactive In an era where news cycles move from hours to minutes, most Indian PR teams discover negative coverage after it has already shaped public perception. Manual monitoring, Google Alerts, and weekly media reports are structurally incapable of providing the early warning that modern reputation management demands. How NexusAI Solves It ? Crisis Monitor flags risk levels across the brand and all tracked competitors based on negative coverage ratios, providing early warning before negative stories become headlines. ? Predictive Risk Engine calculates a composite crisis probability score by inversely weighting average sentiment, with a 30-day volatility forecast projecting sentiment instability. ? Risk correlation heatmap maps interdependencies between negative media, competitive pressure, ESG gaps, executive visibility deficits, and digital presence weaknesses. ? Campaign Outcome Simulator allows teams to adjust sliders for planned articles, target sentiment, and budget to model projected outcomes before committing resources. Problem 4: Competitor Intelligence Is Manual and Outdated Most PR teams track competitors through manual clip scanning and quarterly reports. By the time competitive intelligence reaches decision-makers, it is weeks old. Real-time competitor sentiment shifts, Share of Voice changes, and crisis spillover risks go undetected until they have already impacted brand perception. How NexusAI Solves It ? Simultaneous tracking of up to four competitors with identical depth of analysis including sentiment, quality, volume, ESG coverage, and editorial depth. ? Share of Voice bubble matrix plots every competitor by quality and sentiment with bubble size reflecting coverage volume, showing who is winning the narrative in real time. ? Five-axis radar overlay benchmarks the brand against all competitors across sentiment, quality, volume, ESG presence, and article depth simultaneously. ? 30-day Share of Voice trajectory projections with optimistic, baseline, and pessimistic scenario modelling. Problem 5: Journalist Outreach Relies on Rolodexes, Not Intelligence Media relationship management in Indian PR remains largely personal and unstructured. Teams pitch journalists based on existing contacts and gut feel rather than data on editorial beats, influence scores, coverage frequency, or sentiment bias. This results in mis-targeted pitches, wasted outreach effort, and missed opportunities with high-impact journalists who cover the brand’s sector but sit outside the team’s existing network. How NexusAI Solves It ? AI-powered Journalist Intelligence module profiles and ranks media contacts by publication, editorial beat, influence score, sentiment bias rating, coverage frequency, and estimated audience reach. ? Priority tiering (Cat A, B, C) creates a structured outreach hierarchy based on actual media impact, not personal familiarity. ? Media & Publishers ranking scores every publication covering the brand by reach and beat relevance, identifying high-value outlets the team may be overlooking. ? GEO keyword directives output ten strategic keywords designed to ensure the brand dominates AI-driven search results and recommendation engines including the emerging frontier of earned media discovery. 

IN2 has strengthened its senior leadership team with two key appointments as part of its broader international expansion strategy across complex and conflict-affected markets.For the Middle East and North Africa region, Noorul Hijaz Tharola has joined the firm as Head of Strategic Communications and Emerging Technologies. Based in Dubai, he will focus on advancing IN2’s capabilities in integrating strategic communications with AI-led delivery across MENA and India.In parallel, Joanna Rohozinska has been appointed Regional Director for Central and Eastern Europe, marking the company’s formal expansion into the CEE region. She will operate out of Warsaw, supporting the firm’s growing presence across European markets.These appointments reflect IN2’s continued emphasis on strengthening its communications offering while enhancing delivery across regions. The firm is also investing in AI-enabled operations aimed at improving efficiency, reducing operational costs for clients and partners, and enabling more focused, high-impact campaigns.Tharola brings over 15 years of experience spanning communications and business management, having worked with corporate, technology, and government clients across the Middle East, Africa, and India. His appointment aligns with increasing client demand for agile and adaptive communications strategies in complex operating environments.The latest hires build on a series of senior leadership additions made by IN2 over the past year, including roles focused on emerging technologies and global communications, further reinforcing the firm’s positioning in AI-driven strategic advisory.

Authored By: Sanjay Rammoorthy.For decades, public relations sat comfortably within the traditional marketing mix—one of the 4Ps tasked with managing communication between organizations and their publics. That framing, while once useful, is now fundamentally inadequate.In today’s volatile, high-scrutiny environment, PR is no longer about crafting narratives after decisions are made. It is about shaping those decisions in the first place.Recognizing this shift, PRCA has redefined the discipline as “a strategic management function that builds trust, enhances reputation, and helps leaders interpret complexity.” This is not a cosmetic change—it is a structural repositioning of the profession.PR is no longer a press office or a storytelling unit. It is a reputation intelligence hub—a decision-support function that increasingly mirrors the role of management consulting.Notably, this evolution is not entirely new.  India’s largest PR agency AdfactotrsPR signalled this direction a couple years ago with its positioning around “Reputation & Critical issues Advisory,” recognizing early that influence lies upstream, not downstream.Commenting on this Mr. Madan Bahal Quote, Managing Director Adfactors PR said“The writing has been on the wall since 2020, characterised by ever increasing complexity for navigatingbusiness”. “Any PR consultancy worth its name has to move up the value chain rapidly to simply survive. The profession will now have to deliver counsel and programs and the intersection of media, capital markets and policy, all influenced by a host of disruptions” he added. Not surprising corporate India turns to Adfactotrs PR for managing strategic challenges related to reputation, crises, capital markets and advocacyFrom Storytelling to Strategic AdvisoryThe implications are profound. PR professionals must now operate as advisors on reputation, risk, and critical issues—not merely as communicators.This demands a fundamental upgrade in capability: data interpretation, scenario planning, geopolitical awareness, and a working understanding of governance. More importantly, it requires credibility. Boards and CEOs will only engage PR at this level if it demonstrates the same analytical rigor expected of financial, legal, and strategy advisors.Storytelling still matters—but it is now the last mile, not the starting point. Narratives must be grounded in values, aligned with stakeholder expectations, and reinforced by consistent organizational behavior. Trust as the New CurrencyAustralian PR major SenateSHJ’sFuture of Reputation 2030 research underscores a critical reality: trust is no longer built through well-crafted messaging after the fact. It is earned through leadership behaviour, governance discipline, and decisions made under pressure.Reputation, in this context, is forged in the boardroom—not the newsroom.This elevates PR’s role from communicator to conscience. PR must be embedded at the decision-making table—stress-testing trade-offs, anticipating stakeholder reactions, and guiding leadership through moments of ambiguity and risk.Reputation intelligence becomes predictive rather than reactive—helping organizations see around corners, not just manage fallout.The Strategic ImperativeVolatility defines the current era. Climate risk, AI ethics, geopolitical fragmentation, and social activism are no longer peripheral concerns—they are central to business strategy.These challenges cannot be managed through messaging alone. They demand integrated reputation strategies that balance growth with legitimacy, performance with trust, and short-term gains with long-term value.This is where PR, redefined as reputation intelligence, becomes indispensable.It operates at the intersection of insight, trust, and communication. It translates complexity into clarity. It ensures that decisions are not only commercially sound, but socially defensible.A Discipline Comes of AgeThe classical definition of PR emphasized “mutual lines of communication.” The modern definition speaks of trust, reputation, and long-term value creation.That is more than a shift in language—it is a shift in worldview.Public relations has evolved. It is no longer about what organizations say. It is about what they decide, how they behave, and whether they earn the confidence of those who matter most.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Dosti Realty has appointed Palak Dani Mansotra as Chief Brand, Communications and Revenue Officer.In her new role, Mansotra will oversee brand strategy, communications and revenue functions, with a mandate to align marketing and pre sales.Prior to joining Dosti Realty, she served as Chief Marketing and Communication Officer and Head of Pre Sales Revenue at Suraj Estate Developers Limited.Earlier, she held a leadership role at Runwal Enterprises, where she worked across brand and sales strategy.Mansotra began her career in media and entertainment, with roles at Sony Pictures Networks India, Zee Entertainment Enterprises Limited and Sahara India.

Gambit Communications has announced the appointment of Bassel Barakat as Senior Director, in a strategic role overseeing flagship clients in the independent agency’s burgeoning portfolio. Bassel brings 12 years of experience to his new role, covering senior positions on both agency and brand side, and in-depth knowledge of the wider GCC region. He has built and led communications strategies spanning brand reputation across B2G, B2B and B2C, with a specific focus on Saudi Arabia.In his most recent role, he led external comms at Deloitte Middle East, working closely with an extensive network of external and internal stakeholders, handling integrated campaigns, thought leadership, crisis management and more. Prior to that, he held several senior roles at global and regional communications agencies, where he served clients such as Rolls-Royce Motor Cars, Ferrari, Saudi Esports Federation, Saudi Football Federation, Saudi Ministry of Sports, Coca-Cola, Marriott International and Honeywell. Jamal Almawed, Founder & Chief Executive Officer of Gambit Communications, said: “Bassel’s career trajectory speaks for itself. His work has been recognized by industry bodies and titles like MEPRA, SABRE Awards and Campaign Middle East, making him the right person to take on this strategic role. We’re excited to have his expertise in our team, as we continue to grow in our ‘Gambit 3.0’ phase of expansion.”The appointment adds to a period of continued momentum for Gambit Communications, following the launch of its four branded divisions: Gambit Pulse, Gambit Sage, Gambit Atelier, and Gambit FWD, and a growing roster of regional and multinational clients.The independent agency picked up 40 major awards during 2025, being named Global Consultancy of the Year at the ICCO Global Awards, Very Large Consultancy of the Year & Very Large Independent Consultancy of the Year at the PRCA MENA Awards 2025, and Independent PR Agency of the Year & Best Agency in UAE at the Campaign Middle East Agency of the Year Awards 2025. 

VoxEureka has secured a series of public relations mandates from brands including Coway Malaysia, Hyundai Motor Malaysia, Pavilion Group and Trip.com, marking a strong start to 2026 for the agency.The new business spans sectors such as automotive, retail and property, and travel. The appointments follow a competitive pitching process, with the agency focusing on integrated communications and multi-market capabilities.In the automotive category, VoxEureka will support communications for Hyundai Motor Malaysia, working alongside INNOCEAN Malaysia. The remit includes campaign-led communications around model launches and corporate milestones.Trip.com has appointed the agency to strengthen media engagement and enhance brand presence in Malaysia’s travel market.Within retail and property, Pavilion Group has tasked VoxEureka with handling communications across its portfolio, including Pavilion Kuala Lumpur, Pavilion Damansara Heights, Pavilion Bukit Jalil and Intermark Mall. The work will combine corporate messaging with retail-focused storytelling.Coway Malaysia has mandated the agency to lead creative and activation planning, along with creator engagement, for an upcoming campaign focused on healthy living.Beyond Malaysia, VoxEureka has also expanded its presence in Singapore, marking its first year in the market with the addition of Tools For Humanity as a client.The agency has also retained several existing clients. TikTok has renewed its mandate in Malaysia for a fifth consecutive year following a multi-agency pitch, while Sunway Group has extended its partnership for a fifth year. BMW Group Malaysia had earlier renewed its engagement with the agency.Jonathan Tan, managing director of VoxEureka, said the recent wins and renewals reflect continued client confidence in the agency’s integrated communications approach.

Ward Marketing Group has appointed Will Collie to lead the launch of The Advisory Ward, a corporate and strategic communications advisory offering.The new entity has been created in partnership with group CEO Stuart Black and is aimed at providing senior communications counsel to organisations across pharmaceutical, biotech, consumer wellness and healthcare sectors.Collie will work with Black and the broader leadership team to build the advisory, which will operate alongside the group’s existing agencies, including Ward6, Ward7, The Engagement Ward and 66South.According to Black, the move reflects increasing demand for strategic communications support within the healthcare sector.Collie said the decision to collaborate on the new venture builds on a long-standing professional relationship with Black.The Advisory Ward will focus on areas including corporate reputation, brand and product communications, media strategy, patient advocacy engagement and issues preparedness.Collie joins the group following leadership roles in communications, including his tenure at Edelman, where he advised healthcare and life sciences organisations across Australia and international markets.He noted that the launch aligns with evolving expectations around communications in the healthcare sector, where organisations are engaging more consistently with stakeholders.

Forward, the Australian consumer PR agency founded by Fergus Kibble, has been relaunched following a period of inactivity after its previous acquisition and subsequent corporate developments.Kibble, who originally built and led the agency before selling it in 2023, has reacquired the Forward brand and intellectual property to restart operations.As part of the relaunch, Forward has announced a strategic partnership with Two Palms Media, a social-first creative agency founded by Ed Ringwood. Both agencies will operate in a co-located setup in Sydney, with integrated delivery across earned media, social strategy, creative production and influencer engagement.Forward was established in 2012 and has previously worked across campaigns for brands including Dove, KitKat, Uncle Tobys, Nescafé, Ben & Jerry’s, Lynx, Lindt and the Dry July Foundation.According to Kibble, the relaunch is focused on combining earned media capabilities with social and influencer-led execution to match faster content cycles and evolving audience behaviour.Representatives from Two Palms Media noted that the collaboration is designed to align PR and social functions more closely, enabling faster response to cultural moments and real-time engagement.The combined offering includes communications planning, earned media relations, reputation and issues management, social strategy, content production, influencer engagement, and experiential activations. The teams are already working on joint projects following the partnership announcement.

Spectrum Science has appointed Lisa Talbot as President of Spectrum Science Communications.In her new role, Talbot will lead the organisation’s public relations and communications business, overseeing strategy, client partnerships and growth. She will also guide the firm’s integrated approach to addressing healthcare challenges across clinical, commercial and communications services.Talbot joins from MSL, where she served as Chief Client Officer. In that role, she oversaw healthcare, consumer and corporate practices, and led initiatives focused on client growth and innovation. She also worked across networks within Publicis Groupe to deliver integrated solutions.Earlier in her career, Talbot held leadership roles across the healthcare communications sector, including contributing to the establishment of IPG DXTRA Health and working with organisations such as MMC, RXMOSAIC Health and Cohn & Wolfe.Speaking on the appointment, Talbot said that the evolving landscape of healthcare, technology and media is driving the need for agile and integrated solutions.Spectrum Science operates as an integrated platform spanning marketing communications, clinical trial recruitment and retention, advertising, consulting, media and patient engagement services.

Ahmedabad Management Association (AMA) a leading professional body dedicated to promoting excellence in management education and practices in India is set to host its first-of-its-kind Reputation Management Conclave on the theme “Building Reputation in the Age of AI & Social Media” on April 18, 2026, at the AMA campus. With a legacy of over seven decades, AMA serves as a dynamic platform for knowledge sharing, leadership development, and industry-academia collaboration.We are navigating a time when digital conversations shape public perception in real time. To understand this in details the conclave will bring together industry leaders, communication experts, and business professionals and even young students to explore how artificial intelligence, digital and social media are redefining reputation, credibility, and trust. The event aims to equip participants with insights and strategies to effectively build, manage, and safeguard reputation in an increasingly complex digital ecosystem.The conclave will feature an eminent lineup of speakers and panelists, including Vineet Handa, Founder & CEO, Kaizzen; Atul Takle; Vikram Kharvi; Adit Desai; and Deval Soparkar, Member, AMA Executive Committee. The half-day conclave, scheduled from 9:30 AM to 1:00 PM, will include keynote sessions, expert panels, and interactive discussions focused on emerging trends, challenges, and best practices in reputation management.Mr. Unmesh Dixit, Executive Director, Ahmedabad Management Association said, “As technology continues to redefine communication, the way reputations are built and sustained will demand greater agility and responsibility. AMA remains committed to creating platforms that prepare leaders to navigate this complexity with clarity and confidence.In an era where perception can shape reality, reputation management has become a strategic priority for every organization. This conclave brings together diverse perspectives to equip leaders with insights that are both practical and forward-looking.”An AMA spokesperson reiterated, "AMA is one of the promoters and founder members of the All India Management Association (AIMA), and has been actively collaborating in educational and professional initiatives across the country. With a legacy spanning over seven decades, AMA continues to provide a platform for sharing ideas, knowledge, and experiences that enrich managerial skills and competence. This conclave is a reflection of our continued effort to stay relevant in a rapidly changing global environment."Professionals, entrepreneurs, and students interested in understanding the evolving dynamics of reputation in the digital age are encouraged to attend.

Edelman has strengthened its public and government affairs capabilities in Southeast Asia under the leadership of Wai Leong Tang.Tang has joined the firm as head of public and government affairs for Southeast Asia. He reports to Delicia Tan, CEO for Singapore, Hong Kong and Taiwan.Tang joins Edelman from H/Advisors, where he served as head of public affairs for the region.Edelman’s public and government affairs offering focuses on corporate reputation, public affairs and policy. The firm works with multinational and regional organisations on how political developments, regulatory changes and public expectations influence business outcomes.In his role, Tang will work with teams across markets including Singapore, Indonesia, Vietnam, Thailand and Malaysia, supporting organisations in aligning regional strategies with local government engagement.SB Jang, senior regional advisor for public and government affairs, Asia-Pacific, said Tang’s appointment will support organisations navigating an environment shaped by geopolitical dynamics, trade considerations and government decision-making.Also supporting the capability is Kenn Yee, senior program manager, who brings experience across technology policy, AI, data governance and cybersecurity. Based in Singapore, Yee works with organisations on regulatory environments and policy-related challenges.Together, Tang and Yee form part of Edelman’s expanded public and government affairs capability in Southeast Asia, focusing on integrating policy engagement with broader business strategy.

Gevo has appointed Joan Cetera as Vice President of communications and public relations.In this role, Cetera will lead corporate communications for the company. Her responsibilities include overseeing internal and external communications, media relations and messaging aligned with Gevo’s work across renewable fuels, carbon solutions and sustainability markets. She will also support engagement with employees, investors, partners and other stakeholders.Cetera joins Gevo from Caterpillar Inc., where she most recently served as Vice President of enterprise communications. In that role, she led a global communications team and advised the executive office on corporate reputation, crisis communications and strategic positioning. She also supported communications around a CEO transition and broader enterprise strategy.Prior to Caterpillar, Cetera spent over eight years at PepsiCo, including serving as Vice President of communications for PepsiCo Foods North America, where she oversaw corporate, executive and brand communications for the division.Earlier in her career, she held senior roles at Edelman and MSL.

The Qode, the Dubai-headquartered communications agency specialising in luxury fashion, watches & jewellery, beauty, hospitality, automotive, and lifestyle, announces a strategic partnership with Egypt-based agency Flare PR, founded by Ingy Yousri Ismail. This partnership marks a significant step in The Qode’s continued expansion across high-growth, culturally influential markets, reinforcing its commitment to building a connected communications ecosystem across the Middle East and North Africa. Founded in 2010 by Dipesh Depala and Ayman Fakoussa, The Qode has established itself as a trusted partner to global luxury brands, with expertise spanning strategic communications, events, partnerships, and talent management. As a partner agency of The Independents, The Qode operates across key international markets with a culture-led approach to brand building. Egypt is increasingly emerging as a key market within the regional luxury landscape, driven by a growing base of high-net-worth consumers, strong cultural influence across the Arab world, and significant investment flows from the GCC and international markets. From hospitality and real estate to retail and entertainment, the country is seeing renewed momentum — positioning it as both a strategic gateway and a high-potential market for brands looking to expand their regional footprint. The partnership with Flare PR is primarily driven by growing demand from The Qode’s existing portfolio of regional and global clients, many of whom are increasingly looking to activate within Egypt as part of their broader Middle East strategies. Through this collaboration, The Qode will be able to seamlessly extend its services into the Egyptian market, offering on-the-ground execution, stronger local insight, and closer access to key media, partners, and cultural stakeholders. By combining Flare PR’s deep local expertise and longstanding media relationships with The Qode’s regional and international network, the partnership ensures consistency in delivery while adapting to the nuances of the Egyptian market - enabling brands to engage more effectively and authentically. As part of this integrated approach, the partnership also provides brands with access to a growing pool of Arab talent based in Egypt, supporting culturally relevant collaborations that complement broader communications strategies. Dipesh Depala, Managing Partner and Co-Founder of The Qode, said “We are seeing increasing demand from our clients to expand their presence into Egypt, as the market continues to evolve and attract significant regional and international investment. Partnering with Flare PR allows us to respond to that demand with the right local expertise and on-the-ground presence.” Ayman Fakoussa, Managing Partner and Co-Founder of The Qode, added “Egypt represents an important strategic market for many of our clients today. This partnership allows us to better support their ambitions within the country, while ensuring that our approach remains locally relevant and culturally informed.” Ingy Yousri Ismail, Founder of Flare PR, commented “This collaboration allows us to support brands entering or expanding within Egypt in a more strategic and impactful way, while also connecting them with the country’s rich and influential talent landscape. Egypt has always been a cultural hub for the region, and there is a strong opportunity today to align brands with the right voices and narratives in a way that feels both authentic and commercially meaningful.” As brands increasingly look toward high-growth and culturally significant markets, The Qode’s partnership in Egypt reinforces its long-term commitment to supporting its clients across key regions - delivering locally grounded, globally connected communications.

Approach Entertainment, India’s leading award-winning Celebrity Management, Film Productions, Advertising & Corporate Films Productions, Films Marketing, Events & Entertainment Marketing company, is proud to announce the launch of the Approach Entertainment & Communications Academy. This new initiative aims to bridge the industry skill gap by offering practical, job-oriented training programs in the dynamic fields of entertainment, media, and communications.The Academy will run both online and offline short-duration certificate courses as well as long-duration programs, designed for fresh students as well as working industry professionals seeking upskilling or career advancement. In addition to structured courses, the Academy will regularly conduct workshops for professionals and enthusiasts to provide focused skill enhancement and industry insights.The comprehensive curriculum covers a wide spectrum of specialized areas essential for success in today’s entertainment and communications landscape. Celebrity Management will be the flagship course, along with other key programs including Artist & Influencer Management, Film Productions, Script Writing, Public Relations, Events Management, Digital Marketing, Films & Entertainment Marketing, Branded Entertainment, Content Creation, Entertainment Journalism, AI Applications in Entertainment & Communications, Spiritual Communications, and other specialized industry-relevant modules.These programs blend theoretical knowledge with intensive hands-on training, real-world projects, case studies, internships, and direct mentorship from experienced industry practitioners, ensuring participants gain immediately applicable skills and build strong professional portfolios.Sonu Tyagi, Founder & Director of Approach Entertainment Group and visionary behind Go Spiritual, said: “The entertainment and communications industry is evolving rapidly, yet there exists a clear gap between traditional education and the practical expertise required to thrive. Through the Approach Entertainment & Communications Academy, we are committed to filling this gap by delivering high-quality, job-focused training that equips aspiring talent and professionals with real-world skills, industry exposure, and valuable networks. Our goal is to create industry-ready professionals who can make an immediate impact.”Sonu Tyagi is an acclaimed writer, director, producer, and entrepreneur with professional qualifications in Psychology, Advertising Management, Journalism, and Filmmaking. Before founding Approach Entertainment, he gained extensive experience working with India’s top advertising agencies and media houses. He has co-produced the critically acclaimed spiritual web series Two Great Masters with Veteran Actor Rakesh Bedi, is currently co-producing the international film Liberation, and serves as Creative Producer on the upcoming satirical Hindi comedy Camp Decent starring Brijendra Kala, Rajpal Yadav, Sara Khan, and Hemant Pandey.Passionate about mental health, wellness, and spirituality, Sonu Tyagi was recently honored as one of the “Top Most Leaders in Mental Health” at the 7th World Mental Health Congress & Awards. His holistic vision seamlessly blends media expertise with a deep commitment to conscious living and social causes.The Academy leverages the extensive expertise and pan-India presence of Approach Entertainment and its sister division Approach Communications — a full-fledged PR, Digital and Integrated Communications Agency. This synergy ensures participants receive training grounded in proven strategies and current industry practices.Courses will be offered in flexible hybrid formats with convenient schedules. Faculty will comprise seasoned professionals from Approach Entertainment’s own teams as well as guest experts from Bollywood, digital platforms, PR, events, and entertainment marketing.

Authored By : Sonali Ramaiya, Founder of Roarrr Media and Public Relations.When I sat down to watch Still Alive, I watched it again the next day. Not because I had to, but because I couldn’t quite get over it. As someone who works closely with brands, founders, and public perception, I wasn’t just watching a comeback special; I was watching a live case study in reputation management unfold. And honestly, it felt like a masterclass.Silence as a Strategy, Not WeaknessFor almost a year, Samay Raina remained largely silent. No over-explaining, no defensive positioning, no attempt to constantly stay visible. And then came Still Alive - raw, unfiltered, and unapologetically real.In a time where most individuals and brands rush to respond, this restraint stood out. It reinforced a critical PR lesson: not every situation demands immediate communication. Sometimes, silence is not absence. It is a strategy . It builds anticipation, allows noise to settle, and creates space for a more impactful narrative when the time is right.For business owners, this is highly relevant. In moments of crisis or slowdown, the instinct is often to over-communicate or react impulsively. But not every situation needs a statement. Strategic pauses, when used correctly, can strengthen perception rather than weaken it.Raw and Real Is Winning TodayWhat truly worked, however, was not just the timing- it was the tone. The content did not try to be polished or universally acceptable. It was honest, at times uncomfortable, and deeply human.Audiences today are increasingly drawn to authenticity over perfection. Over-curated messaging and overly scripted communication often feel distant, especially in an era where people are constantly exposed to filtered realities. What stands out now is originality and content that feels lived, not manufactured.For brands, this signals a clear shift. The era of “perfect messaging” is fading. Whether it’s a founder on LinkedIn, a brand video, or a campaign, what connects is clarity of thought and honesty of expression. The more human the communication, the stronger the trust.Reputation Is Built on Feeling, Not MessagingThis has direct implications for brands and founders. Whether it is a new business trying to establish itself or an existing one attempting a comeback, the expectation from audiences has evolved.Trust is no longer built through perfectly crafted campaigns alone. It is built through consistency of voice, relatability, and emotional resonance. People may forget what a brand says, but they remember how it made them feel.This is where many businesses fall short. They focus on what they want to say, instead of how they want to be perceived.Tapping Into Real Social ConversationsAnother interesting layer in Still Alive was its alignment- intentional or otherwise, with a broader social conversation. The increasing dialogue around men not expressing themselves, especially fathers, has been gaining traction across platforms. The content tapped into this sentiment in a way that felt organic rather than forced.This is a powerful reminder for communicators: social relevance cannot be artificially inserted. It must be observed, understood, and reflected naturally.Today, many brands are attempting to align with social causes, but often in a surface-level way. The ones that stand out are those that:• reflect real conversations• build long-term narratives• and integrate purpose into their communication, not just campaignsFor business owners, this is an opportunity. Aligning with meaningful conversations, whether cultural, emotional, or societal, can create deeper resonance than any traditional marketing effort.Looking at how other Indian comedians and creators have handled crisis moments over the years makes this even more interesting:• When Vir Das faced backlash over his “Two Indias” monologue, he chose not to apologise outright but instead issued a measured clarification and continued to hold his ground as an artist, strengthening his global credibility even as opinions remained divided.• In contrast, Tanmay Bhat stepped away from the spotlight after the AIB fallout and rebuilt slowly through consistent content, gradually regaining audience trust.• Kunal Kamra, on the other hand, leaned into confrontation, choosing to double down on his voice and align strongly with a specific audience, even at the cost of broader acceptance.• Munawar Faruqui adopted a more emotional, narrative-led comeback after his arrest, focusing on relatability and personal storytelling, which helped him build a deeply loyal following.• Even Kapil Sharma, after public setbacks, took a step back and returned with familiar content that leveraged audience goodwill to restore his position.What stands out across all these examples is that there is no single formula for reputation recovery, but there is always a conscious choice of strategy. Some chose silence, some chose assertion, some leaned into storytelling, and others relied on consistency. In that context, what makes Still Alive particularly compelling is that it borrows from multiple approaches, combining restraint, emotional honesty, and narrative control.Authenticity Needs BoundariesAt the same time, it is important to acknowledge that being raw and unfiltered has its limits. Certain personal remarks, such as the one referencing Abhishek Bachchan, came across as unnecessary and in poor taste.Being real does not mean being reckless. The goal should be to be relatable, not controversial for the sake of attention. Credibility is built not just on honesty, but on how responsibly that honesty is expressed.Owning the Narrative, Not Reacting to ItWhat made this comeback particularly effective was the balance between silence, timing, and narrative control. The period of absence created curiosity, while the return delivered impact. More importantly, the narrative was owned rather than reacted to.This is where many brands struggle. They respond too quickly, dilute their messaging, or allow external narratives to define them. In contrast, a well-timed, well-framed comeback has the power to reset perception entirely.For business owners, this is a key takeaway:visibility should not be reactive, it should be intentional.Being Real Is Not a Creative Choice, It Is a NecessityAudiences are more aware, more skeptical, and more selective about what they trust. In such an environment, authenticity, clarity, and credibility become the strongest differentiators.Whether it is a startup trying to build trust, a legacy business trying to stay relevant, or a founder building a personal brand, the approach remains the same:• Show up consistently• Communicate honestly• Build perception over time, not overnightThe Real TakeawayWatching Still Alive didn’t feel like consuming content. It felt like observing how perception is rebuilt, not through perfection, but through presence. Not through noise, but through clarity.In a world chasing attention, the ones who rebuild trust are the ones who roar!DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Westlife Foodworld Limited, the owner and operator of McDonald’s restaurants across West and South India, has named The Good Edge as its official public relations and communications partner.The Good Edge will take charge of a comprehensive communications strategy for Westlife Foodworld, the McDonald’s brand across its designated regions, and Ronald McDonald House India. This mandate encompasses corporate communications and media relations to handle all external messaging and press engagement, as well as reputation and crisis management to protect corporate standing. Additionally, the agency will oversee public affairs, managing regulatory and industry-related dialogue for the organization.The partnership is strategically designed to refine the brand’s narrative within India’s fast-moving Quick Service Restaurant (QSR) sector by focusing on several key objectives. This includes driving leadership positioning through conversations around business innovation and brand-led initiatives, as well as strengthening the company's commitment to sustainability and consumer engagement. Furthermore, the agency will lead foundation advocacy efforts, shaping clearer messaging regarding the company’s philanthropic initiatives and overall social impact.

Kaizzen has completed 18 years of operations, marking its journey as an integrated communications agency with a presence across India.Founded in 2008, the agency has expanded its capabilities across public relations, digital, social media and influencer engagement. Over the years, it has worked across multiple sectors, building partnerships through a knowledge-led approach to communications.Kaizzen operates with a team of over 250 professionals and continues to focus on brand storytelling and reputation management. The agency attributes its journey to its core values of trust, empathy and hope.As it marks the milestone, Kaizzen highlighted its continued focus on delivering integrated communications solutions and strengthening its presence in the market.

Shagun Seda is set to join Apple India as the Head of Marketing Communications, according to sources familiar with the appointment. The move marks a high-profile addition to Apple’s leadership team in India as the tech giant continues to expand its footprint in the region.Seda’s appointment follows her recent departure from JioStar, the merged entity of Viacom18 and Star India. At JioStar, she served as Senior Vice President and Head of Marketing Creative Strategy and Communications.As an expert in high-stakes branding with a career spanning over 20 years, Seda brings extensive experience in building and scaling global brands within the Indian market. Her professional highlights include serving as the Head of Brand, Film, and Series Marketing at Netflix India, as well as holding senior creative leadership roles at premier agencies such as DDB Mudra Group, TBWA\ India, and MullenLowe Lintas Group.

FTI Consulting has appointed Benedict Brogan as Senior Managing Director within its strategic communications segment.Brogan will be part of the firm’s work across corporate reputation and public affairs, providing counsel to financial services clients across the EMEA region.He brings experience advising chief executive officers and boards on political risk, financial regulatory policy and corporate reputation.Before joining FTI Consulting, Brogan served as Managing Director at Global Counsel. Prior to that, he spent a decade at Lloyds Banking Group as Group Public Affairs Director.Earlier in his career, he worked in journalism, including serving as Deputy Editor at The Daily Telegraph.Commenting on the appointment, Neil Doyle, who leads the firm’s financial services sector, said Brogan’s experience supporting senior leaders through complex issues will add to the firm’s ability to advise clients navigating a changing and closely scrutinised environment.

Pax8 has appointed Vanessa Cremona as its communications lead for the Asia-Pacific region, based in Sydney, Australia.In her new role, Cremona will oversee internal and external communications across APAC, including public relations. Her remit spans key markets such as Australia, New Zealand, Singapore, Malaysia, Indonesia, the Philippines, Thailand and Hong Kong.Cremona said she will work closely with regional leaders and cross-functional teams to plan and deliver consistent messaging across the region as the company continues to expand its presence.Prior to joining Pax8, Cremona was with Rackspace Technology, where she served as head of communications and brand for APAC. During her tenure, she led communications across the region and contributed to initiatives including messaging development, brand work and organisational communications.Her earlier experience includes roles at Bauer Media Australia, CMMA and Greece and Mediterranean Travel Centre.At Pax8, Cremona said she is focused on supporting the company’s communications efforts as it scales in the region and on shaping its messaging across markets.

Moe’s Art, a creative communication consultancy, has launched the second season of The Anti-Agency Show, making it India’s first micro-mockumentary series built around the workings of an agency. In an industry first, the show captures the internal realities of the creative process while integrating the launch of NyayAssist, an AI-powered legal assistant for Indian lawyers, into its storyline.Conceptualised and produced in-house, the property documents agency life as it unfolds, complete with interruptions, disagreements, half-formed ideas, and course corrections. While the first season explored these dynamics through conversations between industry professionals and clients, Season 2 shifts to following a single brief in motion.NyayAssist sits at the centre of this shift. Introduced early in the narrative, it runs through the show as an active brief, moving from initial understanding to positioning, and eventually to execution. What begins as a requirement for a launch film unfolds across episodes, with the process captured as it develops. The product takes shape within the same discussions, iterations, and direction changes that define the rest of the show, eventually arriving at the final brand film.Sharing his thoughts on the IP, Vishaal Shah, Founder, Moe’s Art, said, “With Season 2, the idea was to stop talking about the process and actually follow it as it unfolds. A brief comes in, and from there it takes its own course, there are different interpretations, reworks, and moments where things don’t quite land before they do. By bringing NyayAssist into the show from the start, we wanted to stay with that journey all the way through to the final film. That’s also where the Anti-Agency thought comes from, ?a satirical take on ourselves and our industry as we go through the motions while trying to make sense of chaos."A Moe’s Art IP, The Anti-Agency Show is designed to rethink the way brands and agencies collaborate. It served as a platform where brands could openly share expectations, ideas, and challenges, without the usual layers, filters, and ‘let’s circle back’ moments that often define agency conversations.With its second season, the show continues to pull back the curtain on agency life, following the full, gloriously chaotic journey from brief to final film, and finding humour in every misread, rework, and last-minute save along the way.The emergence of such formats reflects a broader shift in how content is being used within business communication. Rather than separating narrative, campaign, and product, there is increasing convergence between the three, particularly in environments where audience attention is fragmented and traditional formats are easier to ignore.

Pepper Communications Group, announced the formal launch of Tharaa Labs, an AI Content Studio & Digital Agency, in Dubai, UAE. The new entity is designed to serve the visual communications and digital intelligence needs of brands and businesses operating across the MENA region, with a particular focus on the UAE's rapidly evolving media and marketing ecosystem.Tharaa Labs’ services span AI video production, generative content pipelines, brand voice modelling, and multilingual content at scale - all designed for brands in the UAE’s rapidly evolving media and marketing ecosystem. The company intends to expand these services to Saudi Arabia and Qatar, establishing offices by 2027.Roshan Mohan, Founder, Tharaa Labs & Group MD, PCG, said "The MENA region represents one of the most exciting intersections of brand ambition and communications opportunity in the world today. Tharaa Labs is built for this region, with the depth and specialisation the market demands. That said, clients benefit from a connected intelligence layer that spans two of the world's fastest-growing communication markets - India and the UAE.” Tharaa Labs will operate as an independent entity, with its own leadership structure, regional talent, and service offering calibrated to the MENA market. The entity is positioned at the intersection of communications strategy, digital advisory, and emerging technology - areas where the UAE market is seeing accelerating demand from both homegrown brands and international entrants.Tharaa Labs' Dubai base positions it within one of the world's most active business hubs, with direct connectivity to markets across the Gulf, Europe, and North Africa. The entity will work with regional clients across sectors, including retail, real estate, technology, hospitality, and financial services.

Coco PR & Communications Agency has been appointed as the communications partner for Devialet in Singapore following a pitch.As part of the mandate, Coco PR will manage a year-long retainer focused on building brand awareness and executing campaigns in the market.The scope of work includes pop-ups, audio-led brand experiences, partnerships and media engagement aimed at expanding Devialet’s presence in Singapore.Devialet is known for its audio technology and design-led products, and continues to grow its presence among consumers in the region.Commenting on the partnership, Shanthi Jeuland, Managing Director at Coco PR, said the agency looks forward to strengthening the brand’s visibility through storytelling and activations in the Singapore market.

Tonic Communications is expanding its presence in Australia with the launch of operations in Brisbane, appointing Amelia Oberhardt as Media and Communications Director.Based in Brisbane, Oberhardt will work across the agency’s client portfolio, including accounts in Queensland. The move marks Tonic Communications’ first dedicated presence in the state, adding to its existing operations in Sydney and Auckland.Oberhardt joins from Subway, where she served as Public Relations and Corporate Social Responsibility Manager for Australia and New Zealand. She brings experience across radio, television, podcasting, public relations and events.Tonic Communications Managing Director Georgia Coleman said the appointment reflects the agency’s continued growth.Oberhardt noted that the agency’s approach to earned media influenced her decision to join.The expansion comes as Tonic Communications continues to grow its footprint across Australia and New Zealand.

Authored by: Shiva Bhavani, Founder & CEO of Wing Communications There’s a quiet crisis happening inside Indian boardrooms that nobody wants to talk about openly. The Chief Marketing Officer — once the voice of the customer, the architect of brand narrative, the person who sat at the table when business direction was being decided — has slowly been reduced to a campaign executor. A budget manager. A performance dashboard owner. And the worst part? Most CMOs don’t even realize it’s happened to them.How Did We Get Here?The digital revolution did something paradoxical to marketing leadership. It gave CMOs more tools, more data, more channels — and in doing so, quietly buried them in execution. Suddenly, the CMO’s week looked like this: review the Meta ad performance, align with the agency on the content calendar, chase the SEO team for rankings, sit in a product launch sync, approve creatives, justify the quarter’s CAC to the CFO, and somewhere in between, try to think about “brand.”Strategy became a word used in presentations. Not in practice. Meanwhile, the CEO moved on. Hired growth hackers. Brought in consultants for market positioning. Made narrative decisions without the CMO in the room — because frankly, the CMO was busy managing campaigns. This is not a talent problem. It’s a mandate problem.What the Role Actually Demands NowI work closely with founders and leadership teams across sectors — from funded startups to established enterprises. And one pattern I see consistently is this: the brands that are winning aren’t necessarily the ones with the biggest marketing budgets. They’re the ones where the marketing leader thinks like a business strategist first, and a marketer second.The new CMO mandate is not about running better campaigns. It’s about three things:1. Owning the Narrative Before the Campaign ExistsMost CMOs wait for a product, a launch, or a brief before they start thinking about communication. That’s backwards. The CMO’s job is to own the brand narrative at the business strategy level — before anything is built, before a campaign brief is written. What story are we telling the market? What position do we want to occupy in the customer’s mind three years from now? What does the media say about us today, and what should it say? These are not marketing questions. They are business questions. And the CMO should be answering them in the boardroom, not in a campaign debrief.2. Making Earned Credibility a Business AssetThere’s a fundamental shift happening in how brands build trust — and most CMOs are still operating on the old playbook. Paid reach is getting more expensive and less trusted. Consumers are skeptical. Algorithms are unpredictable. But a founder’s byline in a credible publication? A quote in Economic Times on an industry trend? A leadership perspective that gets picked up across twenty media outlets? That compounds. That builds authority that no ad budget can replicate. The modern CMO must understand that earned media and thought leadership are not PR department tasks — they are core strategic assets that the CMO should be driving, protecting, and measuring with the same rigor as any paid channel.3. Sitting at the Revenue Table, Not Just the Marketing TableFor too long, marketing has been treated as a cost center that produces creatives and awareness. The CMO who accepts that framing will always fight for budget and never have real influence. The shift is this: CMOs need to reframe their function as a revenue-generating, market-positioning, and credibility-building engine — and they need the language, the data, and the narrative to prove it to the CEO and the board. This means connecting PR and brand activity to pipeline. It means showing how thought leadership shortens sales cycles. It means demonstrating how brand authority reduces customer acquisition costs over time. The CMO who can make that case owns a seat at the revenue table. The one who can’t will keep getting cut in the next budget cycle.The Founder-CMO Tension Nobody Talks AboutHere’s something I observe constantly in the startup ecosystem: founders are increasingly bypassing their CMOs on brand and communication decisions.Not because the CMO isn’t capable. But because the CMO hasn’t established themselves as the authority on narrative strategy within the organization.When a journalist calls, the founder picks up — not the CMO. When a positioning decision needs to be made, the founder and the product team figure it out in a room — without the CMO. When the company is about to raise a round and needs to build investor narrative, someone hires a consultant — because the CMO “handles campaigns.” This is a failure of positioning. The CMO’s own positioning within the company.The irony is sharp: the person responsible for positioning the brand has failed to position themselves as an indispensable strategic voice. The fix is not political. It’s not about fighting for turf. It’s about earning the role through the quality of strategic thinking — showing up to every conversation with a point of view on narrative, market context, and long-term brand equity. Not just campaign metrics.What Separates a Strategic CMO from an Execution CMOThe difference shows up in the questions they ask.An execution CMO asks: “What’s the brief? What’s the budget? What’s the deadline?” A strategic CMO asks: “What’s the story we want the market to tell about us in two years? What do we need to do today to make that true?”An execution CMO measures success by reach, impressions, and click-through rates. A strategic CMO measures success by share of voice, narrative ownership, media authority, and the quality of conversations the brand is generating in its industry.An execution CMO reacts to the market. A strategic CMO shapes it.The AI Dimension That CMOs Are UnderestimatingThere’s one more layer to this that very few marketing leaders are factoring into their strategy yet. We are moving into an era where the first point of discovery for a brand — for a customer, an investor, a potential hire — is increasingly an AI engine. ChatGPT. Perplexity. Google AI Overviews. These systems don’t surface brands based on ad spend. They surface brands based on the quality, consistency, and credibility of information available about them across the web.What that means practically: the brands that have invested in consistent earned media, thought leadership articles, credible third-party mentions, and structured narrative presence are going to have an enormous discoverability advantage in the next three to five years. CMOs who understand this will start treating PR and earned content not as a quarterly activity — but as long-term infrastructure. As searchable, citable, AI-trainable brand equity.This is the new frontier of marketing strategy. And right now, the CMOs who are in campaign execution mode are not even looking at it.The Mandate is ClearThe role of the CMO is not to manage campaigns. It’s to architect how the world perceives and talks about the company — across media, across conversations, across the digital landscape that increasingly runs on AI.That requires a different mindset. A longer time horizon. A willingness to measure things that don’t show up in a weekly performance dashboard.It requires the CMO to stop waiting for a brief and start writing the narrative.The companies that will dominate their categories in the next decade will not be the ones with the biggest ad budgets. They will be the ones with the clearest, most credible, most consistently communicated story — driven by a marketing leader who understood that their real job was never to run campaigns.It was always to own the story.Shiva Bhavani is the Founder & CEO of Wing Communications, a strategic PR and reputation management agency working with high-growth brands across India & International DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

ICCPL Group, one of India’s fastest-growing integrated marketing communications firms, has set an ambitious target of achieving a valuation exceeding ?400 crore by FY 2027, driven by strong growth across its core PR & Communications business and strategic expansion into hospitality and real estate verticals.Founded as a Public Relations and Communications firm, ICCPL Group has evolved into a multi-vertical enterprise with a strong presence across Marketing Communications (MarComm), Hospitality, and Real Estate Services. The Group continues to strengthen its leadership in the PR domain while simultaneously building scalable business verticals that contribute to long-term value creation.The core PR & Communications vertical remains the backbone of ICCPL Group’s growth story. Over the years, the company has established itself as one of the top PR agencies in India and the largest real estate-focused PR firm in India, known for its strong media relationships, high client retention, and category expertise. Having serviced over 500 clients and executed more than 4,000 high-impact campaigns, ICCPL has built a reputation for delivering measurable brand visibility and strategic communication outcomes.Commenting on the growth outlook, Dushyant Sinha, Founder, ICCPL Group, said, "We are building ICCPL with a long-term lens. In our business, scale comes from consistency, not noise. Our focus is simple—deliver measurable outcomes for clients, stay disciplined on execution, and keep investing ahead of the curve. The expansion into hospitality and real estate is a natural extension of our core strength in building brands and demand. If we do the fundamentals right, growth and valuation will follow."A key differentiator for ICCPL Group is its ability to offer fully integrated marketing communication solutions under one roof, combining Public Relations, Digital Marketing, and Creative Design services. This integrated approach enables clients to maintain consistent brand narratives across platforms while benefiting from data-driven marketing strategies.The Group’s digital arm, Digicomm Marketing Services LLP, has emerged as one of the fastest-growing digital marketing agencies in NCR and North India. With a strong portfolio spanning real estate, automobile, education, and funded startups, Digicomm specializes in performance marketing, Google marketing, and social media strategies. The agency has serviced over 150 clients in the past seven years and is now expanding into emerging markets such as Chandigarh, Goa, and Lucknow, further strengthening ICCPL’s regional footprint.Complementing its MarComm capabilities is Studio 360, the Group’s creative design vertical, which provides high-impact branding and campaign solutions across print, digital, and outdoor mediums. The division works closely with leading real estate brands and has delivered creative solutions for over 50 clients, playing a crucial role in enhancing campaign effectiveness and brand recall.Beyond marketing communications, ICCPL Group has successfully diversified into the hospitality sector through its brand TWH Hospitality. The Group currently owns and operates hospitality projects in Goa and Chandigarh (Tricity) and has recently announced a ?30 crore investment fund to expand its footprint. The plan includes investing in over eight hospitality projects, primarily focused on the restaurant segment across North India.Additionally, ICCPL Group has ventured into the luxury real estate services segment through Bayside Corporations (BCS). Since its inception in 2023, BCS has been actively engaged in underwriting and selling luxury villas and premium residential properties in key markets such as Goa, Kasauli, and Shimla, tapping into the growing demand for second homes and lifestyle investments.With the MarComm division projected to achieve revenues of ?50 crore+, and the hospitality and real estate verticals expected to contribute an additional ?50–60 crore, ICCPL Group is poised for robust financial growth. According to industry experts and merchant bankers, the Group’s diversified business model and strong fundamentals position it to achieve a conservative valuation of over ?400 crore by FY27.As ICCPL Group continues to scale operations, expand into new geographies, and strengthen its integrated service offerings, it is well on track to emerge as a leading diversified business group with a strong foundation in communications and brand-building excellence.

Arzoo Chhabra has joined Mondelez International as Communications Specialist, marking her transition from agency-side to in-house communications within the FMCG sector.Chhabra joins the confectionery giant after a successful four-year tenure at Adfactors PR, where she most recently served as Senior Manager. During her time there, she was instrumental in managing both internal and external communications, crafting brand narratives, and driving stakeholder engagement for a diverse portfolio of clients.Before her stint at Adfactors, Chhabra honed her expertise at leading global PR agencies, including Avian WE and MSLGroup India. Her background spans the full spectrum of communications, from media relations and brand strategy to the execution of large-scale integrated campaigns.In her announcement, she acknowledged Ophira Bhatia, Director of Corporate Affairs & Sustainability (India & SSA), for the opportunity and noted her intent to collaborate closely with Aditi Chada within the corporate affairs team.

Nicole Fernandes, Corporate Communications and PR Lead at Stashfin, has been conferred with the Global Reputation and Trust Leadership Award at the World Leaders Summit held in Oxford.Fernandes was recognised for her work in strategic communications and reputation management. She has over 14 years of experience spanning communications, public relations and journalism.At the summit, she represented India among policymakers, industry leaders and professionals from across regions. The forum focused on discussions around leadership, transparency and communication in a global context.Commenting on the recognition, Fernandes said that representing India at the summit was a significant milestone and highlighted the importance of trust and authenticity in leadership.The recognition reflects her contributions to communication and reputation-building practices within the industry.

80 dB Communications, an integrated reputation management advisory, has been appointed as the communications partner for Smytten, India's leading experiential and consumer intelligence platform. Smytten combines product discovery, retail, and AI-powered consumer insights to help brands engage more meaningfully with consumers.80 dB will partner with Smytten to amplify visibility, strengthen corporate reputation, and build stronger awareness of its differentiated approach to consumer intelligence, experiential discovery, and real-world behaviour-led research.“At Smytten, we are building an ecosystem where real consumer experiences drive real intelligence. While our platform enables discovery at scale, Smytten PulseAI transforms this behaviour into faster, smarter, and more actionable insights for brands. As we enter our next phase of growth, we are partnering with 80 dB Communications to shape and amplify our narrative as we define a new category at the intersection of discovery and intelligence,” said Swagat Sarangi, Co-Founder, Smytten."Consumer discovery and real behaviour data are reshaping how brands connect with their audiences. Smytten is at the forefront of this shift, and we are excited to partner with them in amplifying their story, especially their leadership in AI-driven research through Smytten PulseAI, helping brands make smarter decisions and create impactful experiences at scale," said Abhilasha Padhy, Co-Founder and Joint Managing Director, 80 dB Communications.

Omnicom Oceania has promoted Kim Hamilton to chief marketing and communications officer as part of changes to its senior leadership team.Hamilton moves up from her role as chief marketing officer at Omnicom Media Australia, where she led the development of the group’s centralised marketing and growth function. In her new position, she will oversee brand, communications and market positioning, while continuing to work closely with the media division.Alongside this, Paige Prettyman has joined the organisation as chief of staff, a newly created role. She joins from Deloitte Digital, where she was managing director, and has previously held roles at Special Group Melbourne and Clemenger BBDO.The chief of staff role has been introduced to support execution across the business, with a focus on aligning strategy and delivery.Commenting on the appointments, Nick Garrett said the changes reflect the company’s focus on strengthening alignment, enhancing customer focus and driving commercial impact.