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

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

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

Raunak Narayanan has taken on a new role at Dell Technologies as Head of Corporate Communications, Public Affairs, and PR for the Infrastructure Solutions Group (ISG) in India. Sharing the update on LinkedIn, he expressed his gratitude to mentors and colleagues who have been part of his journey, while also conveying excitement for the next chapter at Dell.Narayanan has been with Dell for close to four years, most recently serving as Senior Advisor, Corporate Communications, where he led integrated communications for Dell India’s enterprise, consumer, small business, and gaming divisions. With over 15 years of experience in corporate communications, public affairs, and brand storytelling, he has also held leadership roles at Current Global, Weber Shandwick, CA Technologies, and WE Communications, working with marquee clients such as Tata Motors, Castrol India, Medtronic, and Lexus.He began his career with Genesis BCW, Text100 (now Archetype), and Red Digital, managing communication strategies across technology, automotive, and consumer sectors. Over the years, he has built expertise in media relations, crisis management, executive visibility, and reputation management. In his new mandate, Narayanan will drive communications for Dell ISG in India, further strengthening the company’s innovation and leadership positioning in one of its fastest-growing markets.

Raunak Narayanan has taken on a new role at Dell Technologies as Head of Corporate Communications, Public Affairs, and PR for the Infrastructure Solutions Group (ISG) in India. Sharing the update on LinkedIn, he expressed his gratitude to mentors and colleagues who have been part of his journey, while also conveying excitement for the next chapter at Dell.Narayanan has been with Dell for close to four years, most recently serving as Senior Advisor, Corporate Communications, where he led integrated communications for Dell India’s enterprise, consumer, small business, and gaming divisions. With over 15 years of experience in corporate communications, public affairs, and brand storytelling, he has also held leadership roles at Current Global, Weber Shandwick, CA Technologies, and WE Communications, working with marquee clients such as Tata Motors, Castrol India, Medtronic, and Lexus.He began his career with Genesis BCW, Text100 (now Archetype), and Red Digital, managing communication strategies across technology, automotive, and consumer sectors. Over the years, he has built expertise in media relations, crisis management, executive visibility, and reputation management. In his new mandate, Narayanan will drive communications for Dell ISG in India, further strengthening the company’s innovation and leadership positioning in one of its fastest-growing markets.

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

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

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

Weber Advisory, the corporate advisory arm of Weber Shandwick, has expanded its Global Senior Advisors Council with the appointments of Ryan Heath, Jim Prosser and Farrell Kramer. The move underscores the firm’s push to deepen its expertise in areas increasingly shaping corporate strategy — from AI and financial communications to technology and media. Ryan Heath joins after covering AI and politics at Axios. Before that, he spent more than a decade at Politico, where he authored the Global, Davos and Brussels Playbooks and moderated the first-ever EU presidential debate.Jim Prosser brings experience from senior communications roles at Twitter, SoFi and Google, where he guided teams through IPOs, regulatory challenges and litigation. He also led communications at venture capital firm Paradigm, giving him a front-row view of the evolving tech and finance landscape.Farrell Kramer previously served as head of global communications at the New York Stock Exchange, following his role as EVP of Weber Shandwick’s North America financial services practice. A former Associated Press investigative journalist, he covered M&A and the media industry before moving into corporate communications.“These appointments build on Weber Advisory's success advising clients through political shifts and media fragmentation that have created an environment where external posture materially impacts business results,” said Jim O’Leary, Weber Shandwick North America CEO and Global President. The appointments follow a string of recent senior advisor additions, including former Trump advisor Jim McCray, former Weber Shandwick chair Jack Leslie, and financial communications strategist Shannon Susko — signaling Weber Advisory’s ambition to be a go-to partner for boards and C-suites navigating complex external dynamics.

VRAcademi, a Dubai-based immersive education and innovation hub, has appointed Blitz PR as its official public relations partner for the Middle East. Under this partnership, Blitz PR will lead all regional communications efforts, helping to elevate VRAcademi’s brand visibility, build media relations, and amplify the company’s mission of making future-ready digital skills accessible to youth, professionals, and educational institutions across the region.VRAcademi’s programs are already being used by students across the UAE, and the hub has partnered with leading schools, universities, learning centers, and government initiatives such as UAE AI to integrate advanced tech skills into curricula. With growing demand for creative and immersive tech education in the GCC, the company is now doubling down on its regional presence.Blitz PR, as the agency handling VRAcademi’s Middle East communications, will help amplify the hub’s vision and ensure its impact is seen and celebrated across the region.The partnership comes at a time of growing interest in the metaverse, digital creativity, and future skills education across the UAE, KSA, and beyond, highlighting the region’s increasing appetite for transformative, future-focused learning.

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

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

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

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

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

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

Ethiopian Airlines, Africa?ÇÖs largest and most awarded carrier, has appointed Ellerton & Co. as its agency of record for Singapore, Australia, and New Zealand.This partnership marks a new chapter in Ethiopian Airlines?ÇÖ mission to connect cultures and continents, not just through flights, but through shared stories, human kindness, and meaningful experiences. Known for its world-class service, modern fleet, and extensive network, Ethiopian Airlines also holds a reputation for going the extra mile for its passengers. From arranging medical care and covering medical expenses for a young child who fell ill mid-journey, to being one of the few international airlines that allow pets to travel in the cabin with their owners, Ethiopian Airlines has quietly built a legacy of compassion in the skies.?Ç£These are the stories that define us,?Ç¥ said Engineer Telila Deressa Gutema, Regional Manager, Ethiopian Airlines. ?Ç£Our planes may carry passengers across continents, but it?ÇÖs our people who carry their hopes and dreams. That spirit of care defines who we are - from helping a family in crisis to welcoming pets in the cabin. As Ethiopia opens up and its economy accelerates, there?ÇÖs a growing world of opportunity for both business and leisure. We?ÇÖre investing in our fleet and our people to meet that demand - and we can?ÇÖt wait to share the spirit of Ethiopian hospitality with more travellers from Singapore, Australia, and New Zealand.?Ç¥Ethiopian Airlines has been awarded ?Ç£Best Airline in Africa?Ç¥ by Skytrax for eight consecutive years and operates one of the youngest fleets in the world, including Boeing 787 Dreamliners and Airbus A350s. The airline is also at the forefront of sustainable aviation, pioneering the use of Sustainable Aviation Fuel and preparing for the deployment of electric air taxis.Ellerton & Co., a Southeast Asia-based PR and marketing agency with teams in Singapore, Indonesia, Philippines, Malaysia, Vietnam and Thailand, will lead efforts to humanise the brand across key markets, tapping into shared values and highlighting Ethiopia not just as a destination, but as a story worth discovering.?Ç£Ethiopia is a country that many in Asia don?ÇÖt know much about, but it?ÇÖs unforgettable once you do,?Ç¥ said Oliver Ellerton, Founder of Ellerton & Co. ?Ç£It?ÇÖs the birthplace of coffee, home to ancient churches carved into rock, and the cradle of humankind. And the food, I?ÇÖve had injera in Yemen, the U.S., London, and Ethiopia itself, it?ÇÖs always been a joy. People across Asia-Pacific will love it. Our job is to tell these stories, to bring out the warmth and soul of both the airline and the country it represents.?Ç¥With Addis Ababa as a strategic gateway to Africa and Singapore as a key hub in Asia, the partnership between Ethiopian Airlines and Ellerton & Co. will help build bridges between the two regions, one story at a time.Ellerton & Co. partners with a diverse portfolio of brands and businesses across Greater Southeast Asia. In addition to its core practices in Finance, Technology, Startups & Venture Capital, and Corporate & Sustainability, the agency also has a dedicated Hospitality & Travel practice driven by Oliver Ellerton. Ethiopian Airlines joins a growing roster of clients in this space, which includes EHL Hospitality Business School, Andermatt Swiss Alps, and Smiling Gecko Cambodia.

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

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

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

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

SGA PL, a strategic communications firm with deep expertise in India?ÇÖs Fintech, financial services and technology sectors, has been appointed by the Priority Sector Lenders Association of India (PSLAI) as its Marketing  Partner.The Priority Sector Lenders Association of India (PSLAI) is an industry?led, not?for?profit platform launched in January 2025 by iSPIRIT, bringing together banks, NBFCs, fintechs, and policymakers to reimagine priority sector lending in India. By convening stakeholders and enabling borrower centric innovation, PSLAI aims to convert a regulated requirement into a scalable financial opportunity.As its marketing partner SGA PL will work alongside PSLAI to spotlight the key conversations shaping India?ÇÖs lending landscape, including innovation in public sector financing, policy-led transformation, and the convergence of traditional financial institutions with new-age fintech and lendingtech companies. "PSLAI being India?ÇÖs first initiative to drive conversation for priority sector and thoughtful and continuous communications is key to building strong community which can represent at global landscape. With SGA PR?ÇÖs strong expertise in both fintech and BFSI, we aim to bring more companies and leaders into the fold and drive stronger participation in the dialogue shaping the new way of addressing priority sector lending," said Priyashmita Guha, CEO, PSLAI."PSLAI sits at the intersection of legacy institutions and new-age innovation. As its marketing partner, we see a powerful opportunity to shape narratives that bring the fintech and lending communities closer, spark meaningful policy engagement, and build credibility for voices that matter in India?ÇÖs credit ecosystem," said Rahul Jain, Joint CEO and Partner, SGA PL.SGA PR will support PSLAI in curating outreach campaigns, industry partnerships that drive awareness around the association's initiatives and platforms. As part of the partnership, SGA PL will be recognised as PSLAI?ÇÖs official marketing partner across platforms, industry events, and outreach campaigns.

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

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

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

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

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

Since 2015, the percentage of retail sales being made online has more than doubled, from 12 percent to 26 percent. The trajectory is clear ?Çô sales are increasingly moving online.That said, the challenges facing online retailers are very different to bricks and mortar sellers, with daily abandoned carts accounting for billions in lost sales in the UK alone. But why do so many people abandon their digital shopping carts, and can anything be done once they have? The reasons behind abandonment are varied, but there are solutions that can help ?Çô and they are not hard or expensive to implement.With minimal investment, those that have abandoned their carts can be reengaged - turning interested shoppers into committed buyers. With an increasingly competitive retail ecosystem, omni-channel remarketing is a way to maximise a website?ÇÖs sale potential and should be a foundational component for ecommerce strategies. The financial impact of abandoned shopping cartsAccording to a report published in Retail Gazette online retailers lost ?ú38bn in 2024, with 24% of all items in shopping carts abandoned. In increasingly challenging times for the online retail space, missed opportunities such as these can be detrimental for businesses.Looking into some of DMAC Media?ÇÖs own clients' accounts, we learnt that many businesses lost between three and ten sales per day with an average order value of ?ú305. This could mean an annual loss of over ?ú700,000. When every penny counts, reducing the impact of abandoned carts has never been so important. Why do shoppers abandon their carts?In traditional in-store retail, if a shopper puts an item in their shopping cart, they are very likely going to buy it. In ecommerce however, it?ÇÖs far easier to abandon a shopping cart - you can simply close a tab and never return to make the purchase. The reasons behind a shopper abandoning their cart are myriad but users typically fall into one of two categories. The first are those that make an active decision to leave, often owing to something that happened during the checkout process. It?ÇÖs an inescapable truth that some users get cold feet before buying, but others are put off for more specific reasons. One of the leading causes of cart abandonment is the lack of ?Çÿcheckout as guest?ÇÖ options. This approach forces interested shoppers into having to spend time setting up an account, which can create a barrier to purchase.Other factors in an unoptimised checkout process include limited payment options and long delivery times, each of which can cause a user to abandon their cart. It will be very difficult to reengage these shoppers.Our second category, however, includes those users that haven?ÇÖt deliberately or fully decided to not buy, they may have simply been distracted and navigated away from the checkout or may need a little more time to make the decision to purchase. In either case, the danger here for businesses is that the user forgets about the purchase and never returns to complete the transaction. In previous years, these users were lost but they can now be reengaged. With the right approach, lost sales can simply be transformed into delayed sales.The solution? Omni channel remarketingOmni channel remarketing is a cost-effective, proven solution for our second category of shoppers, those who abandoned their carts. This approach includes the strategic use of online and offline marketing channels to reengage those shoppers.Automated email marketing is a typical first step, whereby potential customers are not only refamiliarised with a brand, but they can also be directly reminded of the purchase they were considering. If a website uses cookies and sessions to retain data, the user may find their previously abandoned order already in their cart, ready to be purchased. In support of this, short and medium-term use of search engine and social media advertising can be used to amplify the brand and reengage the user into the buying process. Our customers have reported that by implementing an omni channel remarketing strategy, lost checkouts have been reduced by an average of 16 percent, or approximately ?ú112,000 per year. To avoid losing those shoppers that fell into the first category, companies need to invest in a more streamlined checkout process that removes barriers where possible. Making a transaction as easy as possible with good UX on your website is a proven way to ensure a user doesn?ÇÖt abandon their cart in the first place. Using a winning combination of improved user experience while adopting the right omni channel remarketing strategy, lost shoppers can be won back. While no business will ever be able to convert every shopper into a paying customer, the combination of checkout evaluation and omni channel remarketing will help to reduce the impact of cart abandonment and ultimately increase revenue.

The King Salman Park Foundation, a key player in Riyadh's urban development, has appointed Simon Shaw as its new Chief Communications and Marketing Officer. Shaw, formerly the Chief Creative Officer at the global communications firm Burson, will lead the park's brand and marketing efforts.Shaw, who relocated to Riyadh in April 2025 for the role, brings extensive experience from his career in marketing, communications, and creative strategy. His previous positions include Global Chief Creative Strategy Officer at Hill & Knowlton and Chief Creative Officer at Burson, where he worked with major brands and corporations across the Middle East, China, the U.S., and Europe.In a LinkedIn post, Shaw expressed his enthusiasm for the new role, stating that it "is an opportunity to bring together my communications, marketing and architectural experience and play a small part in the delivery and operation of one of the most exciting and impactful projects in the capital city of Riyadh."Shaw's background also includes a degree in architecture, which he says he will leverage in his new role. He has a long history of creative leadership, having served as a speaker and judge at prestigious global events like Cannes Lions and the D&AD.The King Salman Park project, one of Riyadh's four "mega-projects," is a massive urban regeneration initiative covering 17.2 square kilometers. It is a landmark of Saudi Arabia's Vision 2030, designed to create a vibrant space for nature, culture, and community in the heart of the city.

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

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

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

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

APRW Pte Ltd (APRW), one of Singapore?ÇÖs leading integrated communications agencies, announced three new client partnerships that reflect its commitment to purposeful communications spanning community, the creative industries, and regional talent development and collaboration. These include Our Tampines Hub, Singapore?ÇÖs first and largest integrated community and lifestyle hub; SOZO, creators of Anime Festival Asia (AFA), for AFA Creators Super Fest Singapore 2025; and the Singapore Chamber of Commerce Indonesia (SingCham) for the inaugural SingCham Uplifting Scholarship, supporting regional youth development. Driving Integrated Strategic Communications for Our Tampines HubAPRW has been appointed as the public relations agency on retainer for Our Tampines Hub (OTH). In this role, APRW will provide strategic counsel and execution across corporate and public communications, as well as media relations. Leveraging targeted media outreach, curated press engagements, and integrated communications support, APRW will support OTH in amplifying its brand narrative, enhancing stakeholder engagement, and reinforcing its position as a vibrant and inclusive anchor for the community. ?Ç£We are honoured to partner with Our Tampines Hub in shaping and strengthening its communications efforts,?Ç¥ said Julie Chiang, Director at APRW. ?Ç£OTH is more than just a physical space?Çöit is a symbol of community spirit and inclusivity. We look forward to supporting their vision through impactful storytelling and purposeful engagement that resonates with both media and the wider public.?Ç¥ Spotlighting Southeast Asia?ÇÖs Creative Talents APRW has also been appointed by SOZO, the creators of Anime Festival Asia, for the upcoming AFA Creators Super Fest (CSF) Singapore 2025 happening from 2 to 3 August 2025 at Suntec Singapore Convention and Exhibition Centre. The community-powered festival will bring together over 300 creators, cosplayers, and crafters, with highlights ranging from a vibrant creators market to live music, dance performances, and more?Çöwith APRW driving publicity efforts for the event. Empowering Youth and Strengthening Regional CollaborationAs part of its commitment to community impact and talent development in Indonesia, APRW has partnered with the Singapore Chamber of Commerce Indonesia (SingCham) for the inaugural SingCham Uplifting Scholarship 2025. The agency plays a dual role: contributing as a corporate partner by offering financial support and internship opportunities, while also serving as the pro bono communications partner to amplify outreach and visibility for the initiative. Launched in April 2025, the SingCham Uplifting Scholarship provides financial assistance, mentorship, and internship opportunities to deserving Indonesian undergraduates from universities in the Greater Jakarta (Jabodetabek) region. The initiative also aims to strengthen cross-border ties between Singapore and Indonesia. Eight students were awarded the scholarship at the inaugural SingCham Uplifting Summit held in Jakarta this July. APRW has been a proud corporate member of SingCham since 2021.Anu Gupta, Director at APRW, shared: ?Ç£Supporting the SingCham Uplifting Scholarship reflects our values as a purpose-driven agency and our commitment to nurturing the next generation of communication professionals both in Singapore and Indonesia. We're proud to be part of a programme that not only empowers students but also strengthens collaboration between both countries.?Ç¥

The UAE Ministry of Climate Change and Environment (MOCCAE) has officially opened a call for proposals from experienced public relations and communications agencies to spearhead its 2026 strategic communications plan. The initiative aims to amplify the UAE?ÇÖs climate leadership and environmental achievements on both national and international platforms.Hajar Alketbi, Director of Government Communications at MOCCAE, announced the opportunity via LinkedIn, inviting UAE-based agencies to take charge of shaping the country?ÇÖs climate action narrative, supporting Net Zero 2050 goals, and enhancing ministerial visibility through powerful media and stakeholder engagement.The selected agency will also be expected to lead youth and influencer campaigns and deliver measurable impact in environmental communication.This opportunity is open only to UAE-registered PR firms with strong expertise in sustainability, bilingual capabilities, and a proven track record within the region?ÇÖs media ecosystem.Further details, including proposal guidelines and submission deadlines, are available through the Federal Procurement Platform.

Authored by Aakriti Bhargava, Co-founder of Wizikey.A few years ago, when a brand found itself in trouble whether in a boardroom or across headlines, the first instinct was simple: call someone. Maybe a senior journalist, maybe your boss, maybe legal. Information came later. Gut took the lead.But today, that muscle memory doesn?ÇÖt cut it.Because the crisis? It no longer waits. It spreads, sometimes faster than the team?ÇÖs first internal email.And here?ÇÖs the kicker: most crises don?ÇÖt start in the news. They start in the corners of the internet- an ignored Reddit thread, a small regional blog, a viral YouTube comment, or a misfired WhatsApp forward. By the time it reaches a newsroom or your media tracker, the narrative has already taken shape.This World AI Appreciation Day, I?ÇÖm thinking about one very specific thing: how AI is changing the way we handle crisis communication. Quietly. Deeply. And for the better.The Crisis Doesn?ÇÖt Knock. It Seeps In.Every major reputation incident in recent memory came with early signals. But those signals were too small. Or too scattered. Or simply went unnoticed because no one was looking there.This is where AI shines, not in the dramatic Hollywood way, but in the tireless, background way. It listens where humans don?ÇÖt. It sees patterns we can?ÇÖt. It compares today?ÇÖs chatter with yesterday?ÇÖs silence and tomorrow?ÇÖs potential storm.It?ÇÖs not flashy. It?ÇÖs watchful. And when it does speak, it?ÇÖs usually worth listening to.From Alert Fatigue to Narrative IntelligenceAsk any comms team, and they?ÇÖll tell you: monitoring dashboards have become noise machines. Hundreds of alerts. Thousands of mentions. But when every ping is urgent, nothing really is.That?ÇÖs the real shift with AI. It?ÇÖs not just tracking volume anymore- it?ÇÖs weighing what matters. Who?ÇÖs speaking? How fast is it spreading? Is the story gaining traction or fading out?AI answers the one question every PR professional asks in a crisis: ?Ç£Do I need to worry about this??Ç¥The Real Need: Clarity, Not Just DataIn the thick of it, teams don?ÇÖt lack alerts- they lack clarity.What?ÇÖs priority? Who needs to act? What could this snowball into?AI is slowly stepping in as the triage nurse. It doesn?ÇÖt make the final call?Çöbut it gives the team a head start. It says: this story has your brand in the headline, sentiment is worsening, and reach is ticking up. Here?ÇÖs what you should pay attention to now.In a world where timing is everything, that kind of nudge isn?ÇÖt just helpful. It?ÇÖs mission-critical.Rethinking Our Own PlaybookThe real shift isn?ÇÖt in what AI can do. It?ÇÖs in how we, as communicators, start thinking differently.We?ÇÖve always trained for calm in chaos. We?ÇÖve built our skills around relationships, writing, and narrative control. But now, a new skill is creeping in quietly: data instinct.We need to start asking:Where did this narrative begin?What are its signals saying?Will this die down, or explode by morning?These are AI-era questions. And the teams who learn to ask them early will be the ones who control the narrative, instead of reacting to it.The Appreciation is RealSo on this AI Appreciation Day, I?ÇÖm not toasting the tech just for its promise. I?ÇÖm grateful for what it?ÇÖs already doing.It?ÇÖs helping communications professionals do the impossible:Hear the silence before the noise.In a world where reputation is shaped in real time, AI isn?ÇÖt the future of crisis comms. It?ÇÖs already here?Çöand it?ÇÖs making us better.

Hyundai Malaysia has appointed Mad Hat Asia as its public relations and communications agency on a 12-month retainer from May 2025 to April 2026. The appointment, made via Innocean Worldwide Malaysia, covers a broad range of responsibilities including strategic media relations, content development, press office management, support for product launches, and the execution of media events. The agency?ÇÖs remit spans both brand and product communications, aiming to ensure consistent and culturally relevant storytelling throughout the year. Mad Hat Asia shared on LinkedIn that the collaboration officially began in May, with the agency already supporting Hyundai?ÇÖs brand and product campaigns. The focus is on building strong media relations and driving engagement through lifestyle- and culture-driven activations, aligning the Hyundai brand with the aspirations of modern Malaysian car buyers. ?Ç£Our work encompasses everything from strategic press office functions to key model launches. While the category is automotive, our approach is lifestyle-oriented to connect Hyundai more meaningfully with discerning customers,?Ç¥ the agency stated.Over the next six months, Mad Hat Asia will support Hyundai Malaysia through significant media engagement efforts, including a major product launch, and continue building the brand's presence through thought leadership narratives and media office functions. Rubini Maruthian, country lead for Malaysia at Mad Hat Asia, called the win an exciting milestone. ?Ç£Hyundai is a brand that pushes boundaries in innovation and design. We?ÇÖre proud to partner with Innocean to tell stories that reflect Hyundai?ÇÖs evolving presence and impact in Malaysia,?Ç¥ she said.

In today?ÇÖs digital-first world, visibility, storytelling, and human connection matter as much in B2B as they do in consumer brands.When I moved from a consumer-facing brand to a B2B organisation, I expected a shift in priorities. The communication lens felt narrower, more contained, and focused on a defined group of stakeholders. But very quickly, I realised that even in B2B, the expectations around visibility, recall, and credibility were just as intense. The difference was in the mindset, not in the need.What helped me navigate this shift was my B2C experience. We began to reimagine how the brand could show up, not just in boardrooms or policy events, but in public conversations. We focused on simplifying narratives, owning digital platforms, and creating a voice that was distinct, visible, and human.The B2B Audience Is Broader Than We ThinkTraditionally, corporate communication in B2B has been strategic and intentional, directed at investors, vendors, policymakers, and internal stakeholders. But in today?ÇÖs interconnected ecosystem, the audience is far more diverse.It includes decision-makers across procurement and strategy functions, job seekers exploring culture fit, and industry bodies or certification agencies assessing standards and governance. Analysts, researchers, collaborators, and content creators also play a role in shaping how your organisation is perceived.They may not all be customers, but they are crucial to your reputation, influence, and future growth.Reputation Is Built in the Public EyeCommunication today cannot be confined to investor decks or annual reports. It must extend into the public sphere, where leadership voices, brand narratives, and cultural values are increasingly under the spotlight.B2B organisations must embrace storytelling, thought leadership, and reputation building with the same rigour that consumer brands apply to their marketing. It is not about visibility for its own sake, but about owning the narrative before others define it.Digital Presence Is the New Business CardOwned and earned media now play complementary roles. Beyond traditional coverage, B2B brands must build credibility through LinkedIn, podcasts, online publications, webinars, and even short-form videos. A compelling article may introduce your strategic thinking, but a candid leadership post can humanise your organisation in an authentic way.The shift is not towards consumerisation, but towards relevance in an increasingly content-driven world.Applying B2C Lessons to B2B RealitiesFrom my own experience, these principles apply well across both worlds:Lead with clarity, not complexityShow up consistently, not just during milestonesUse leadership as brand custodiansTranslate internal culture into external cuesCreate narratives that are agile and humanThis mindset enables organisations to build trust, stay discoverable, and remain top-of-mind in the industries they serve.Aligning Internal Voice With External ImpactWhether it is a townhall, an employee connect initiative, or a campaign that brings company values to life, these narratives help shape the employer brand and influence how the outside world perceives the organisation.Authenticity is strengthened when what is said inside the company is visible, believable, and echoed outside.Making Visibility a Strategic ImperativeThe fundamentals of B2B communication remain rooted in strategic clarity and stakeholder engagement. But in the current landscape, visibility must work alongside strategy to build reputation, influence perception, and shape opportunities.We may be building for businesses, but we are speaking to people. And people respond to stories, not just data. A B2B brand that communicates with relevance, consistency, and human insight will always stay ahead of the curve.

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

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

As artificial intelligence redefines how stories are told, trust is built, and reputations are managed, PRCA Thailand is calling on communicators, business leaders, and curious minds to join a first-of-its-kind national conversation. The inaugural PRCA Thailand Conference will take place on 6th August 2025 at SCBx NEXT Tech, Siam Paragon, under the theme "AI: Truth, Trust and Thailand."This bilingual, half-day event offers a rare opportunity to hear from Thailand's top PR, tech, and business leaders as they unpack what AI means for the future of communication. From deepfakes and data ethics to real-world PR case studies and insights into Thai public opinion, the conference will equip attendees with fresh perspectives, practical tools, and expert guidance for navigating the AI era with clarity and integrity.At the heart of the programme is the launch of a new PRCA APAC x YouGov study, revealing how AI is already influencing trust, media, and behaviour in Thailand. The findings will be presented by Wiwat (Alee) Khamsawai and Krishkanok (Kayla) Nima of Vero.Following this, a special fireside chat will feature Media OutReach Newswire, Founder and CEO Jennifer Kok and Karine Lohitnavy, Chair of PRCA Thailand and Founder of Midas PR. As the event's Gold Sponsor, Media OutReach Newswire will lead the discussion titled 'Viva La Press Release! Old Format, New Tech.' This dynamic session will explore how digital transformation is breathing new life into the traditional press release, expanding its reach, deepening its impact, and redefining its role in today's AI-powered communications landscape.Speaker Narongyod Mahittivanicha, Founder of TWF Agency and Vice President of the Artificial Intelligence Association of Thailand, will explore how AI is transforming PR strategy at every level, from content to crisis management.Dynamic panel sessions will follow, featuring leaders from Xponential Co, Microsoft Thailand, SCBx, and Predictive, with moderation by respected industry voices including Edelman Thailand's Vorasit Turongsomboon and digital creator Tossapol Leongsuppon. Karine Lohitnavy, Chair of PRCA Thailand and Founder of Midas PR, commented: "This conference comes at a pivotal moment for the communications industry in Thailand. AI is rapidly influencing how people perceive truth, build trust, and engage with information. Through data, discussion, and thought leadership, this event will help PR professionals, decision-makers and those on the front lines of communications, in all its forms, to better understand and respond to these shifts."Conference Details:Date: 6 August 2025Time: 1:30 PM to 5:30 PMVenue: SCBx NEXT Tech, Siam Paragon, BangkokThe PRCA Thailand Conference 2025 highlights PRCA Thailand's commitment to promoting ethical, innovative, and locally relevant communications practices in Thailand, as well as fostering dialogue on emerging technologies that are shaping the future of the industry.

Clarity Communication, one of India?ÇÖs leading counsel-driven public relations firms, has announced a strategic partnership with Wizikey, global AI-powered media intelligence platform. This collaboration marks a significant step forward in integrating real-time analytics, impact measurement, and data-backed storytelling into Clarity?ÇÖs PR mandate for clients across sectors and geographies.?Ç£At Clarity, we believe PR must be measurable, transparent, and accountable ?Çö not just creative,?Ç¥ said Sowmya Iyer, Founder & CEO of Clarity Communication. ?Ç£Wizikey?ÇÖs technology aligns perfectly with our philosophy of outcome-led PR. This partnership enables us to bring structured dashboards, real-time sentiment analysis, and true media ROI to our clients, from emerging startups to listed enterprises.?Ç¥Through this alliance, Clarity will embed Wizikey?ÇÖs proprietary tools ?Çö including the Wizikey News Score, media outreach trackers, and AI-generated reporting systems ?Çö into its campaign architecture. The goal is to give every Clarity client access to live brand sentiment tracking, share-of-voice benchmarking, crisis alerts, and a holistic view of their communication performance across print, digital, and broadcast channels.By adopting Wizikey?ÇÖs unified media intelligence suite, Clarity clients will benefit from faster reporting, improved coverage analysis, and an enhanced ability to link earned media efforts directly to business outcomes such as website traffic, engagement spikes, and conversion metrics. The integration also adds a layer of agility to Clarity?ÇÖs ongoing work in high-impact sectors like electric mobility, real estate, finance, healthcare, and emerging tech.?Ç£It?ÇÖs a pleasure to see Indian PR firms like Clarity confidently crossing borders. Supporting Soumya has been a privilege - she?ÇÖs a long-term thinker who truly understands how communications can scale across geographies. Today, we?ÇÖre equipped to deliver media intelligence across geographies and sectors - no borders, no boundaries.?Ç¥ said Aakriti Bhargava, Co-founder Wizikey.The collaboration has already been rolled out across select Clarity clients in fintech, EV mobility, healthcare, and D2C brands, with full integration set to be completed by Q3 2025. With this move, Clarity becomes one of the few boutique PR firms in India offering end-to-end campaign intelligence in-house ?Çö setting a new standard for transparent, tech-enabled public relations.

Fortuna Asset Management Communications Ltd, the London-based PR firm for boutique asset managers, is pleased to announce the appointment of Sam Shelton as its new Managing Director. Sam, who has been with the firm since 2016, brings nearly a decade of experience in financial and asset management PR. Trained by Fortuna?ÇÖs founder, John Morgan ?Çö formerly Head of PR at Legal & General Insurance and Skandia Investment Group ?Çö Sam has worked closely with boutique asset managers, fintechs, cryptocurrency firms, private markets clients and fund selectors to help them communicate with clarity and confidence in a sector often overshadowed by much larger players. Over the years, Sam has played a key role in shaping Fortuna?ÇÖs media relations approach ?Çö growing its client base, securing consistent high-quality coverage, and developing bespoke campaigns that reflect each client?ÇÖs unique values and story. Sam Shelton, Managing Director at Fortuna, commented, "Fortuna has always stood out to me for its belief in the value of independent thinking. I?ÇÖve worked alongside our Chairman and Founder, John Morgan, for nearly a decade, and I?ÇÖm proud to build on the reputation we?ÇÖve established together as one of the most trusted names in boutique asset management PR. Boutique firms have powerful stories to tell ?Çö they just need the right support to be heard. That?ÇÖs what we?ÇÖre here to deliver." Fortuna will continue to focus on providing senior-led, media-focused communications support to boutique and specialist investment firms across the UK and beyond.

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

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In a bold move that underscores the growing global ambitions of Indian communication firms, Madchatter Brand Solutions has joined the Worldcom Public Relations Group ?Çö a $350 million global network of over 2,000 PR professionals across 40+ countries. The partnership marks a significant milestone for the agency, enabling it to scale cross-border campaigns, access global expertise, and deliver culturally attuned, insight-led strategies without compromising on agility or authenticity.In conversation with Adgully, Rachna Baruah, Founder & CEO of Madchatter Brand Solutions, shares how this collaboration aligns with the agency?ÇÖs vision of building export-worthy communication, backed by strong sectoral knowledge and a business-first mindset. From activating campaigns across continents in days to shaping crisis responses for global brands in India, Baruah outlines how the partnership is not just expanding Madchatter?ÇÖs reach ?Çö it's redefining the role of independent Indian agencies in the international PR ecosystem.What motivated Madchatter to join Worldcom, and what benefits do you expect for your agency and clients in India?Joining the Worldcom Public Relations Group was a strategic step in line with how we see the future of communications evolving. As brands become more global, their narratives must be locally rooted and globally resonant. For Madchatter, this partnership gives us seamless access to world-class expertise across industries ?Çö from tourism to investor relations ?Çö without adding overheads or compromising agility. We can now tap into a global network of specialists who?ÇÖve shaped strategies for some of the world?ÇÖs most respected brands over the past three decades. This not only sharpens our offerings but also ensures our clients in India receive globally benchmarked thinking with local relevance. Worldcom isn?ÇÖt just a network ?Çö it?ÇÖs a knowledge advantage that helps us scale impact, not just output.How will this collaboration impact the kinds of clients or projects Madchatter can take on especially those with international goals?Over the past few years, we?ÇÖve seen a steady rise in India-to-global companies looking for partners who understand both Indian complexity and global communication standards. This partnership helps address that need more holistically. Whether a client wants to break into the US, UK, or Southeast Asia, we now have the infrastructure to co-create campaigns, access on-ground insights, and deliver with the same contextual sensitivity we apply in India.With a presence across 40+ countries and a collaborative network of over 2,000 professionals, Madchatter is now equipped to support international mandates with the same agility we bring to domestic ones. The fact that this is a $350 million global network gives our clients a layer of confidence ?Çö they?ÇÖre gaining access to a distributed team that understands how business, culture, and communication intersect. It also allows us to step into larger, more complex projects that require cross-border execution while keeping consistency in messaging and approach.How does this partnership set Madchatter apart in the evolving Indian communications scene?As Indian brands become more globally ambitious, there?ÇÖs a growing need for campaigns relevant in multiple geographies while staying grounded in local insight. That?ÇÖs where we believe our differentiation lies ?Çö and this partnership strengthens it. We?ÇÖre not just accessing global trends; we?ÇÖre collaborating in real time with partners worldwide. For instance, we recently got a campaign live in Zanzibar and Tanzania in under four days through our extended network. We also supported a NYSE-listed company during a crisis in India, navigating local sensitivities while aligning with their global communications framework. These aren?ÇÖt just one-offs ?Çö they represent how we now operate: as part of a trusted, borderless communications team.In an industry where speed, context, and credibility matter more than ever, this partnership allows us to offer agile, insight-led strategies that can scale globally, not by imitation, but through lived experience and collaboration.Beyond clients, what does this partnership mean for the Madchatter team in terms of learning and growth?The most exciting aspect of this partnership is opening up our team to global learning and exchange. It?ÇÖs not about formal training modules or one-off workshops. It?ÇÖs about actively conversing with communicators worldwide ?Çö solving challenges, sharing learnings, and understanding how different markets approach reputation, narrative, and strategy. This exposure shapes our team?ÇÖs thinking and raises the quality of work we can deliver across all levels, not just at the top. For junior and mid-level professionals, especially, it offers a rare opportunity to learn from experienced practitioners without having to leave their context behind.It also sharpens our ability to think beyond geography ?Çö to see communication as a discipline shaped by culture, policy, and business cycles in different markets. This kind of real-time, peer-based learning is invaluable for a firm like ours, where agility and learning are core values.Looking forward, what are Madchatter?ÇÖs growth goals and how important is this Worldcom partnership in reaching them?Looking ahead, Madchatter?ÇÖs growth ambitions are rooted in building a truly agile communications firm that blends deep sector expertise with the ability to deliver across geographies. Since day one, we?ÇÖve attracted global organizations because of our team?ÇÖs proven experience managing cross-cultural and cross-functional projects, especially in deeptech, fintech, B2B, and enterprise communications. Our unique approach ?Çö global thinking, local execution ?Çö has not only helped us win trust but also created strong client stickiness, with many choosing us over larger, more established agencies and staying for the impact we drive.With the Worldcom partnership, our reach and agility multiply. It allows us to serve both global brands entering India and Indian brands expanding abroad with a network that is both vast and deeply collaborative. We are focused on scaling our presence in high-growth sectors like fintech, healthtech, and purpose-driven brands, while doubling down on creating business bottom-line-led campaigns that open strategic doors for our clients. Our growth roadmap also includes building a personal brand communications vertical and investing in new media products to stay ahead of industry shifts. Ultimately, Worldcom is central to this vision, giving us the global muscle and visibility to lead from the front while never losing our local edge.As a founder, what message do you want to send to the Indian communications industry about this affiliation and what it means for PR?ÇÖs future here?This partnership is not about Madchatter alone ?Çö it?ÇÖs about what?ÇÖs now possible for independent Indian agencies in a globalised communication environment. For a long time, Indian firms were seen as service extensions, not strategic drivers. That?ÇÖs changing. Today, we see Indian communicators shaping not just campaigns but conversations that matter across markets. Our affiliation with Worldcom shows that you don?ÇÖt need to be a global branch office to lead globally. You can be rooted here and still operate at international standards, with sharp, culturally attuned, and business-first ideas.The future of PR isn?ÇÖt just about reach or visibility. It?ÇÖs about partnerships, insight, and the ability to influence outcomes in a connected, volatile world. My message to peers and emerging firms: the time to scale your thinking is now. Build work that is export-worthy. Build teams that can think across borders. And build a practice that puts business outcomes at the heart of communication. 

PR Professionals (PRP), India?ÇÖs leading integrated communications agency and the flagship of PRP Group, has been appointed as the communications partner for RHI Magnesita India Ltd, a global leader in the manufacturing of high-grade refractory products essential for the steel, cement, glass, and non-ferrous metal industries.Aimed at enhancing the company?ÇÖs corporate brand positioning and visibility within India?ÇÖs industrial and manufacturing landscape, PRP has been assigned to develop and execute a comprehensive communications strategy encompassing brand messaging, thought leadership, media outreach and stakeholder engagement.RHI Magnesita India operates eight state-of-the-art manufacturing facilities and a world-class R&D center in Bhiwadi. With a robust pan-India presence, the company employs over 6,000 professionals and has more than 35 site offices. Its product portfolio includes magnesia- and alumina-based refractory bricks and mixes, as well as specialized offerings such as slide gates and isostatic products, all critical for processes exceeding 1,200??C.Ritika Chandhok, Head of Communications & Public Affairs, RHI Magnesita India Ltd., said, ?Ç£We are delighted to welcome PR Professionals as our communications partner. At RHI Magnesita India, we take pride in playing a pivotal role in driving infrastructure development and supporting the vision of a ?ÇÿViksit and Atmanirbhar Bharat.?ÇÖ With our eight advanced manufacturing units, a dedicated R&D centre, and a workforce of over 6,000 employees across India, we are deeply committed to advancing the nation?ÇÖs industrial growth. This partnership will help us articulate our value proposition more effectively, strengthen our brand presence, and enhance our thought leadership within the manufacturing ecosystem ?Çö in alignment with India?ÇÖs economic aspirations.?Ç¥?Sarvesh Kumar Tiwari, Founder and Managing Director, PR Professionals, added, ?Ç£Partnering with a global manufacturing leader like RHI Magnesita India is both an honour and a responsibility. As a powerhouse in India?ÇÖs core industries, the company exemplifies innovation, scale, and excellence. This mandate reflects our growing expertise in industrial communications and our commitment to showcasing stories of resilience, technology, and nation-building in a self-reliant India.?Ç¥

Seasoned communications strategist and brand advisor Vineet Recriwal has announced the launch of The Native, a brand marketing and communications advisory designed to help founders, startups, and brands sharpen their narrative, scale visibility, and strengthen reputation in high-velocity markets.Eliminating the noise of bloated agency layers and delivering senior expertise from day one, The Native aims to work closely with leadership teams across categories to shape messaging that builds both brand and business outcomes.?Ç£Most early and growth-stage businesses do not need bloated 360-degree communication - they need clarity. Their struggle is not due to poor execution, but because they misread the market. They need someone who understands their ambition, reads market signals, and can translate that into the right message, to the right people, through the right channel. That?ÇÖs where The Native comes in - as a sharp, strategic partner that brings ecosystem context, narrative focus, and execution insight from day one - to help businesses enter new markets with context, and shape their positioning with conviction,?Ç¥ said Vineet Recriwal, Founder and CEO, The Native.Rooted in India but built for regional ambition, The Native aims to operate at the intersection of brand and business, offering its advisory across:Market entry strategies - combining insight-led positioning, stakeholder mapping, policy sensitivity, and cultural adaptation to help brands land with clarity and credibility in new or complex marketsBrand positioning & narrative buildingReputation and issue managementThought leadership and visibility strategyInvestor and internal communications?? The Native operates on a lean, partner-led model, backed by a trusted network of senior, experienced collaborators across content, media, public policy, and digital. Purpose-built for founders, investors, and CMOs seeking focused, high-impact strategy without the drag of traditional agency layers, the firm aims to double both its current client portfolio and talent base over the next six months with expansion to Southeast Asian markets by 2026.

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

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