The Middle East Public Relations Association (MEPRA) successfully hosted its 9th edition of the UAE Leadership Majlis. The prestigious event gathered more than 100 industry leaders, under the theme "The Potential and Dangers of Artificial Intelligence (AI)" at the New York University Abu Dhabi, The Arts Centre, Abu Dhabi. The event also saw the launch of the MEPRA AI Guidelines; Developed by MEPRA’s AI Committee the guidelines aim to provide a framework for using AI for communications professionals in the Middle East. The guidelines are intended to be used alongside direction, policies and references to help inform ethical and legal use of the technology in our working lives.The Leadership Majlis explored the multidimensional aspects of AI, where it hosted experts from across the industry that brought insight through the diversity of their expertise and knowledge. The Majlis provided the optimum platform to explore opportunities and solutions for the communications industry in supporting the ever evolving incorporation of AI in daily practices in the communications industry and beyond. “At G42, we are deeply committed to shaping the future of AI, ensuring it acts as a catalyst for positive change. MEPRA's event allowed us to have productive conversations about the opportunities and challenges brought forth by AI for communications and marketing professionals. AI is not just enhancing storytelling, streamlining processes and supporting creativity; it's redefining our thinking patterns, consumer behaviour and the way we communicate with one another. Our dedication to advancing these technologies responsibly underscores our mission, as we continue to innovate with a strong emphasis on ethical practices and societal well-being in collaboration with industry associations,” commented Faheem Ahamed, Group Chief Marketing and Communications Officer at G42Huda Buhumaid, Chief Impact Officer, Dubai Holding, and Jonty Summers, Managing Director, Hanover Middle East were honoured with the MEPRA Fellowship award for their outstanding contributions to the communications industry."As this year's MEPRA Majlis concludes, we are pleased that this year's theme 'The Potential and Dangers of Artificial Intelligence' produced profound discussions and insights that have emerged from our exploration of the event. It has not only served as a platform for thought leadership but also as a catalyst for actionable strategies within the communications industry. The engagement and enthusiasm from our community have been truly inspiring! Together, we have taken a significant step forward in understanding how AI can be harnessed responsibly to enhance our work and the businesses we support. MEPRA remains committed to leading these essential conversations, ensuring our members are at the cutting edge of communication trends and technologies." highlighted Kate Midttun, MEPRA Chairperson and Founder/CEO, Acorn Strategy."The MEPRA UAE Leadership Majlis 2024 partners included CARMA, Mubadala, and APCO.MEPRA is the leading industry body for the public relations and communications industry in the Middle East, with over 1,000 members. Founded in 2001, MEPRA drives growth, sets standards of excellence, and fosters a strong, connected community of PR professionals.

EatMoreFruit, a leading UK healthcare communications agency (formerly Road Communications), has launched the EatMoreFruit European Network. This network brings together select boutique agencies across Europe to provide comprehensive support for clients in the diagnostics, medtech, life sciences, and pharmaceutical sectors.The network fosters collaboration between member agencies, allowing them to combine their expertise and creativity to deliver lasting results for clients.Paul Jarman, (pictured), CEO of EatMoreFruit, emphasizes the network's ability to leverage diverse strengths and offer a comprehensive service.The network's initial members include:  PR-B: Covers France, Italy, and Spain.  SER Communications: Covers DACH (Germany, Austria, Switzerland) and Benelux (Belgium, Netherlands, Luxembourg) regions.  Agenda CPH: Serves the Nordic countries.Benefits for clients:Local Expertise: Gain insights into local healthcare policies, practices, cultures, and media landscapes.Clinical & Commercial Connections: Access valuable clinical and commercial networks within each region.Event & Conference Support: Receive assistance with organizing and executing impactful local conferences and events.

Beverage giant Britvic has named Coolr its new social media agency of record.Coolr will be responsible for developing and executing social media campaigns across all of Britvic's brands, including well-known names like Tango, Robinsons, and J2O. The agency will focus on creating fresh, innovative content that taps into current trends to better connect with Britvic's audience.Previously, Britvic's social media efforts were handled in-house by Infused, their digital agency. Britvic's head of digital marketing, Callum Watt, expressed his enthusiasm about partnering with Coolr, citing the agency's team's passion and creative ideas during the selection process.Coolr's UK managing director, Olivia Blairman, (pictured), echoed the sentiment, highlighting the exciting opportunity to work with Britvic's established brands. Blairman, who recently took on her new role, also mentioned Coolr's team of over 100 creatives who are eager to bring their ideas to life. This appointment comes after Coolr bolstered its creative leadership team, signaling a focus on innovation for the agency.

Gilead Sciences, a global biopharmaceutical company dedicated to discovering, developing, and delivering innovative medicines, has appointed Houbara Communications as its official public relations and communications partner in the GCC. This collaboration marks a significant milestone for both companies and underscores their commitment to advancing healthcare communication in the region.“At Gilead Sciences, we view ourselves as a partner to government, medical, and industry stakeholders across the Middle East, working collaboratively to achieve healthcare goals and create a healthier world for all. In this journey, we are confident that Houbara Communications is the right partner to develop and tell our story across key markets, and I look forward to working closely with the team to achieve this,” said Alexey Brevnov, Public Affairs Director Middle East, Gilead."As a leading biopharmaceutical company, dedicated to improving patient outcomes, Gilead's work aligns perfectly with our agency's mission to drive positive change through strategic communication. We look forward to leveraging our expertise to support Gilead achieve its communication objectives and make a meaningful impact," added Loretta Ahmed, CEO of Houbara Communications.Gilead Sciences, Inc. is a research-based biopharmaceutical company that discovers, develops, and commercializes innovative medicines in areas of unmet medical need. The company strives to transform and simplify care for people with life-threatening illnesses around the world.Houbara Communications is an independent, award-winning, integrated, and creative communications consultancy with partners across the Middle East. The agency has an entrepreneurial approach combined with deep, global agency experience. Promising a very personal service to clients, Houbara has a relentless commitment to delivering results and driving positive change.

Ash McEnaney has joined the independent PR agency Undertow Media as Group Account Director. Undertow Media is a PR, influencer relations & social media agency in Auckland, New Zealand. McEnaney brings a wealth of experience leading successful campaigns for global and local brands at Thrive PR + Communications. Her impressive client list includes LEGO, Airbnb, HelloFresh, and more.Prior to her agency work, McEnaney honed her writing and editorial skills as Assistant Editor at Woman's Day magazine. At Undertow Media, she'll leverage her expertise to champion new clients like Crocs, MOTAT, and TrailLite, while also managing the long-standing Logitech account.“I’ve long been a fan of Undertow Media and their impressive knack for delivering innovative, high-impact work that gets people talking. I’m joining the team at an exciting time; we’re growing at pace with a roster of ambitious clients and exciting projects in the works. And with such a stellar reputation in the industry, I couldn’t be more thrilled to make good things happen with this brilliant bunch,” said McEnaney. Greer Bland, Founder & Managing Director of Undertow Media, said: “We had a long courting period with Ash so I’m beyond stoked to have her finally in the fold. Not only is she incredibly cool, clever and connected, Ash has an innate understanding of what makes the media tick. She’s all about storytelling that sticks and has already hit the ground running with many a media win. As a key member of our management team, we have been thrilled to learn she is also incredibly process-driven – something we shamelessly geek out on as an agency.”

Today, we have Deepanshi Tandon, Director- Edelman Middle East, a highly motivated and results-oriented communications professional with a passion for brand building. Deepanshi’s journey with Edelman ME began just over a year ago, and in that short time, her dedication and expertise have propelled her to a well-deserved promotion to Director. Prior to joining Edelman, Deepanshi spent 14 years honing her skills in a diverse range of industries, from travel and hospitality to luxury and consumer health. Throughout her career, she's consistently demonstrated a strong work ethic and a commitment to continuous learning.Deepanshi thrives in cross-cultural environments and brings a global mindset to everything she does. Her ability to leverage diverse perspectives has been instrumental in delivering exceptional results for Edelman's clients. Let's delve deeper into Deepanshi's impressive career and her exciting future with Edelman ME.Congratulations on your promotion to Director role! Please share something about your journey.Thank you for your kind words. Reflecting on my journey, I can't help but feel immensely grateful for the experiences that have shaped me along the way.One standout highlight is from my time at OYO, when I was spearheading user engagement and influencer marketing initiatives for the brand. We embarked on a unique project, collaborating with an up-and-coming artist to create a rap song called "O YoYo". From brainstorming sessions to crafting the lyrics and fine-tuning the production with the artist, it felt less like work and more like a creative endeavor fueled by passion.Our goal was to resonate with OYO's audience in Tier I and Tier II towns in India, while also exploring influencer marketing as a revenue-generating avenue. The response surpassed our expectations; within just 24 hours of its release, the song went viral, leading to a remarkable 50,000 app downloads. Not only did this campaign yield significant returns on investment, but it also reinforced our brand's presence and resonance within our target demographic.The sheer joy of hearing colleagues chant "O YoYo" around the office and witnessing the song's widespread impact online validated the countless hours invested in ideation and execution. It served as a testament to the power of creative thinking and strategic marketing in driving tangible results.What made you shift to the UAE?I've always been drawn to working in environments that foster diversity, where people from various backgrounds and nationalities come together, crossing geographical boundaries. This dynamic atmosphere not only enriches my personal growth but also enhances my adaptability and understanding of different perspectives and cultural nuances.During my tenure as Brand Director at OYO, overseeing the European region, I had the privilege of working with a team comprised of individuals from Denmark, the Netherlands, Spain, Germany, Italy, and beyond. Collaborating with such a diverse group was an enriching experience, as each member brought their unique cultural insights and perspectives to the table.With this appreciation for diversity in mind, I saw the UAE as the ideal next step for both my personal and professional aspirations. The UAE epitomizes diversity, with people from a multitude of regions calling it home. It offered an unparalleled opportunity to immerse myself in a melting pot of cultures and perspectives, aligning perfectly with my values and goals.As the Director of Edelman Middle East, what strategies will you be implementing to navigate the unique cultural and business landscape of the region, and how will they differ from global strategies?At Edelman, our philosophy is rooted in the principle of thinking globally but acting locally. This means that while we draw upon our global expertise and best practices, we recognize the need to customize our approach to suit the specific needs and objectives of each client. There is no one-size-fits-all solution in our approach; instead, we prioritize understanding the client's business objectives, identifying the core issues at hand, and assessing any associated risks.In practice, this may entail taking a step back to reassess the situation with a fresh perspective, asking critical questions such as: What are the overarching objectives? What challenges are we aiming to address? Are there any potential risks involved?By adopting this client-centric approach, we can deliver tailored solutions that not only meet the business objectives but also effectively differentiate the brand or client we are serving. This strategy enables us to navigate the complexities of the Middle Eastern market while leveraging our global resources and expertise to drive success for our clients. Your career trajectory showcases a diverse range of industries, from lifestyle to FMCG to luxury. How has this breadth of experience shaped your approach to brand building and communications, particularly in the Middle East market?The Middle East presents a unique landscape where each country is deeply entrenched in its own rich culture and values, yet there exists a common thread that binds them together. This juxtaposition of cultural diversity and shared experiences makes brand building in the region both challenging and captivating.Despite the diversity of industries I've worked in, I’ve found that while the fundamentals of brand building remain constant, it's the execution and the ability to perceive strategies through a cultural lens that truly determines success. Delving into the intricacies of local customs, traditions, and consumer behaviors is essential in crafting compelling brand narratives and communication strategies that resonate deeply with the target audience.For me, this aspect of the job is particularly rewarding. Whether it's weaving captivating stories for lifestyle brands, driving market penetration for FMCG products, or cultivating an aura of exclusivity and allure for luxury offerings, the multidisciplinary nature of the work is where creativity thrives.Could you walk us through a project where you faced significant challenges and how you navigated them to ensure the delivery of high-quality results, maintaining both strategic vision and agility?This example is particularly interesting because it extends beyond the typical challenges encountered in office environments. When confronted with a crisis situation firsthand, alongside a group of media and clients, the true test of resolution emerges. This instance pertained to a cola brand, where the objective was to transcend conventional PR strategies, aiming for more impactful coverage, especially in mainstream newspapers and digital platforms.Spotting an opportune moment within one of their campaigns featuring a young mountaineer's attempt to summit Mt. Kanchenjunga, we saw a chance to showcase the brand's ethos of risk-taking in an innovative light. Thus, we orchestrated a groundbreaking press meet at the base camp of Mt. Kanchenjunga in Nepal with the mountaineer himself, striving for an authentic brand experience as he was returning from the summit.However, the unpredictability of nature and mountains is beyond human control. Unforeseen weather conditions left us stranded in the mountains for four days, presenting numerous challenges. Despite the adversity, we seized the opportunity to capture compelling content and forge genuine connections among the traveling group. Personally, it underscored the importance of mental and physical endurance. Quick thinking, compassionate leadership, and ensuring the safety of all became paramount.Fortunately, on the fourth day, we conducted interviews with the mountaineer in the most authentic setting amidst the valleys, resulting in over 500 stories across various media outlets, including front-page coverage in leading newspapers. This experience not only underscored the brand's adventurous spirit but also imparted valuable lessons in leadership, resilience, and self-awareness. Edelman is known for its emphasis on trust and reputation management.How do you ensure that these principles are effectively communicated and upheld in a diverse market like the Middle East?Trust and reputation management are fundamental pillars for Edelman globally, and we continue to prioritize them in the region. Our approach revolves around fostering open communication, understanding local insights, and upholding ethical standards to ensure these principles are effectively communicated and maintained.Firstly, by fostering transparent and authentic interactions with all stakeholders involved, we lay the foundation for trust to flourish. Secondly, we tailor our strategies to resonate with the unique cultural and social dynamics of each market within the Middle East. This entails conducting thorough research, engaging with local groups, and integrating cultural insights into our communication initiatives.Furthermore, we adhere to stringent ethical standards and best practices in all our endeavors. Upholding integrity and transparency in our actions not only reinforces trust with our clients and stakeholders but also strengthens our reputation as a trusted advisor in the region.With the rapid evolution of digital communication platforms, how do you ensure that Edelman stays ahead in leveraging these technologies for client engagement while respecting cultural sensitivities of the region?Edelman remains at the forefront in leveraging technologies for client engagement. In addition to having a dedicated digital practice led by a senior digital leader, we also integrate technologies across the group. Recognizing the significance of digital channels in engaging audiences, we continually harness the power of various platforms and tools to provide optimal solutions for our clients.Our commitment to staying ahead in digital engagement is further reinforced by our in-house platform, which offers comprehensive modules and training sessions. These resources empower our teams to navigate digital landscapes effectively, ensuring agility and responsiveness to evolving client needs, audience preferences and behaviors.

In the bustling world of public relations and marketing, one term holds a significant way over the success of brand visibility: media pitching. Often perceived as the art of persuasive communication with journalists, editors, and influencers, media pitching is a strategic endeavor aimed at securing valuable media coverage for a brand, product, or service. Media pitching is akin to crafting a compelling narrative that captivates the attention of media professionals. It involves tailoring story ideas, press releases, or expert opinions to align with the interests and preferences of journalists and their respective media outlets. Here are some insider tips to navigate this process successfully.Understand the media landscapeThe first thing is that even before you craft a pitch do your homework on the media landscape. It is about researching the publication or blog to see if what you have is something that would best fit into their messages and audience; different outlets cater to different demographics and industries. It is important to identify journalists who are writing about your topic and start following them on social media; go through their past articles to understand the kind of topics they cover.Create an interesting and compelling storyMake your pitch an interesting and compelling story focused on human interest. Attach it to why it should matter now—be it set in an innovative product, a breaking-through service, a clear angle, or a hook that gets the reader's attention right away. Get rid of jargon and come straight to the point.Building a relationship with a journalistThe simple act of building rapport with journalists can boost your chances of media coverage. At the very least, you need to have a command of the work and valuable insights related to the article. Follow their work and engage with them on social media.Personalize your pitchPersonalize your pitch for the journalist and publication, telling them why you chose them, and thus, how your story fits in with their past work. This shows that you have done your homework and are genuinely interested in their publication.Strategically follow upMerely sending your pitch out is not enough. Do not be afraid to follow up strategically. Give your pitches a couple of days and then send a polite follow-up email. Keep your follow-up concise and respectful, and offer additional information or angles, if necessary. Persistence pays, but always respect the editor's time and preference.Be responsive and flexibleOnce your pitch is accepted, be responsive and accommodating. Reply to mail and give additional information or resources in good time and also be flexible with interview schedules and deadlines given. Develop the reputation of being reliable and professional; it will increase your being featured in the future. It will increase your chance of getting featured in the media in the future.To sum it upFrom the above, one can tell that media coverage is all about embracing a strategy field where one can be creative and persistent. Recognizing your audience, having a great story, engaging with journalists, and following up, will be a plus for your image in the media. Remember to be flexible and responsive to lessons learned after every experience, so as to improve your pitch efforts. The right approach will eventually lead to an impactful story and a new reach.

Ryan Woor, co-founder and chief operating officer of M&C Saatchi Talk, is departing from the agency after an 18-year tenure.In a LinkedIn post, Woor announced his resignation from both the agency and his role as president of SERMO, M&C Saatchi Talk’s global network of independent communications agencies, which he co-founded.Reflecting on his time at the agency, Woor stated, “It’s been quite a journey, filled with unforgettable experiences, immense opportunities to grow, the privilege to work with some of the most talented individuals in the industry, and most of all, a lot of fun.”Woor joined the agency in 2008 when it was known as Talk.Global. He has led the business since CEO Jane Boardman’s departure earlier this year, following her decision to leave agency life after more than two decades. Woor and Boardman were instrumental in the 2020 merger of M&C Saatchi PR and Talk.Global, forming M&C Saatchi Talk.Expressing pride in his collaboration with Boardman, Woor said, “I am incredibly proud of the agency we built together and everything we achieved. But it now feels like we have reached the end of an era, and the time is right for the agency to move into the next chapter under new leadership.”Woor, who has held business and finance roles at Ogilvy, co-founded M&C Saatchi Proud, the group’s LGBTQIA+ network. He has also worked with global beauty brands, including Coty, and is a member of the executive board of the British Beauty Council.In related news, M&C Saatchi Sport & Entertainment, another PR agency within the M&C Saatchi group, recently saw the resignation of its long-time leadership team. Global CEO Steve Martin and UK CEO Jamie Wynne-Morgan, both of whom served over 20 years, have announced their departures, hinting at a “new venture coming soon.”These leadership changes coincide with M&C Saatchi restructuring its UK operations and repositioning M&C Saatchi Sport & Entertainment as its new "passion marketing" agency, with expectations that M&C Saatchi Talk will also integrate into this new division.

Grayling UK, a PR and public affairs agency, has announced the launch of Humble Mavericks, its first dedicated design and production studio. This development positions Grayling to offer clients an even more comprehensive suite of services.Humble Mavericks will collaborate with Grayling's existing client base, including industry giants like Nestlé and Deliveroo, across the agency's UK, Singapore, and Hong Kong offices.The studio boasts a talented team, led by Dom Desmond, previously a Creative Director at Grayling UK. Desmond takes the helm as Head of Humble Mavericks. The team is further bolstered by the additions of senior designer Sital Mistry, who joins from Kindred, and Annie Dixey, a creative powerhouse with experience at new product development and branding firm Black Label Creations.Humble Mavericks will focus on creating impactful branding solutions, engaging social media campaigns, and captivating animations. Operating 24/7, the studio will seamlessly integrate with Grayling's established creative, strategy, research, data, and analytics teams.“The launch of Humble Mavericks is incredibly exciting for our agency and reflects our vision and ambition to provide cutting-edge creative services,” said Heather Blundell, (pictured), CEO, Grayling UK.  “By combining our design and production capabilities with our expertise in PR, news-jacking creative, social-first content and data-led story-telling we can provide an always-on service for clients that is truly unique. The launch of Humble Mavericks enables us to provide clients even greater creative depth and scale,” said Dom Desmond.

Australian green tech company Sircel has selected PR and creative agency Keep Left to develop a comprehensive go-to-market strategy. This strategic partnership aims to propel Sircel's growth through a refreshed brand image and a powerful communications approach.Laura Agricola, Strategy Director, Keep Left, said: “The e-waste space is coming sharp into focus as one of the major environmental issues of our time. Resources are finite, and we can’t keep doing what we’ve been doing and dumping so much e-waste into landfill. Sircel is leading the industry and solving a huge problem by bringing end-of-life technology back to life. They have an important story to tell, and we’re delighted to join forces with them to tackle the e-waste problem, head on.”Angie Bradbury, Sircel's Consulting Marketing Director, highlights the perfect fit: "With a proven track record in collaborating with technology-driven and socially-conscious brands, Keep Left stood out as the perfect partner for Sircel. The agency is helping us raise awareness for the critical and time-sensitive nature of the global e-waste crisis while conveying Sircel's market-leading capability, firmly grounded in environmental, social, and governance principles.”

Amid the rapid transition to Digital and the emerging technologies such as Artificial Intelligence, Augmented Reality, Machine Language, human touch continues to retain a great degree of meaningful connections and bring in authenticity in brand communications and in Public Relations. Authenticity in PR and marketing is now vital for creating lasting brand value and differentiation. Carefully crafted messages are no longer sufficient; openness and genuine engagement are imperative.Also read:Leveraging Authenticity: Strategies for positive change & lasting stakeholder connectionsHow PR is revisiting storytelling narratives to create authenticity for new age consumersThe Art of Authenticity in Public Relations: Honesty Over False CommitmentsJyotsna Dash Nanda, AVP - Corporate Communication, DS Group, pointed out, “The 2023 Edelman Trust Barometer study revealed a significant shift in consumer behaviour, with 63% basing purchasing decisions on a brand’s values alignment. This necessitates a move from controlled messaging to transparent and authentic PR strategies.”She further said, “Today’s informed consumers can easily detect inauthenticity, and inconsistencies between brand messaging and actions (“say-do gap”) erode trust and damage reputations. Trust crumbles when a brand’s actions contradict its advertised values. Conversely, authenticity strengthens the bond between the brand and the consumer. PR professionals need to be well-positioned to champion authenticity by prioritizing open communication and storytelling that showcases real experiences and humanizes the brand. Building trust-based relationships with journalists ensures accurate media portrayals while selecting brand influencers whose values resonate strengthens authenticity for both parties. As consumer demand for authenticity grows, PR professionals who prioritize genuine communication will be best equipped to navigate the evolving media landscape and build lasting public relationships.”According to Priya Patnakar, Head of Communications at PhonePe, “Authenticity in PR matters because our audience today is bombarded with multiple messages across channels from various brands. Every brand is trying to communicate with its customers constantly and sell customers their story. In this ‘Attention economy’, it is important that your message should be relatable to the customer and the communication should be bi-directional – involve the customer in the story so that it does not seem like the brand is preaching to the customer.”“The perception of authenticity has evolved as today’s customers have a lot more access to a brand given how connected the world has become. They interact with the brand on digital platforms, look at social media on the brand, and also have access to both formal and informal channels which help them form their perception of the brand. Their worldview is no longer limited to the ‘official PR’ narrative which the brand chooses to share with them. Given this, it is even more important for brands to clearly define and live their brand values. Being authentic is no longer a ‘nice to have’, but is imperative to build a meaningful and long-lasting relationship with customers.” Mou Chakravorty, Associate Director of Marketing Communications at Deloitte India, highlighted the increasingly blurred lines between marketing, public relations (PR), and communications. She emphasized the rapidly changing consumer behaviors driven by multiple factors, particularly the dominance of technology and digital consumption."We are living in a world where consumer behaviors are constantly changing due to multiple factors," Chakravorty noted. "One of the biggest differences is the way technology and digital consumption have dominated our world, where we live, transact, and plan through highly tech-enabled digital content consumption patterns that keep us in an always-on mode."This shift necessitates content generation across various channels, including print, online, broadcast, and social media. However, the race to meet demands or rank higher often results in repeated, plagiarized, and fake content flooding these channels. With the advent of tools like OpenAI's ChatGPT, content generation has become remarkably accessible."Thanks to OpenAI-led ChatGPT, content generation is now child's play for everyone," Chakravorty observed. "However, unique human perspectives cannot be machine-generated. The power of authentic storytelling requires human creativity to form narratives that resonate with audiences and add value."Authentic narratives possess the power to effect change, build trust, and establish credibility and thought leadership among stakeholders, thus contributing to comprehensive brand positioning. Chakravorty underscored that today's public relations fundamentally values authenticity."Public relations today values ‘being authentic’ at its core because it not only helps organizations effectively communicate their messages but also fosters meaningful relationships with their audiences, leading to long-term success and positive brand perception," she added.Geetu Batra, PR & Communications Lead, Cheil India, stressed on the crucial role of authenticity in today’s communication landscape, especially amidst the proliferation of AI-generated content. She emphasised that authentic content resonates with audiences, builds trust, and humanizes brands. Batra outlined the playbook for authentic communication: transparent storytelling, alignment of values with actions, and openness to feedback. “Deviating from authenticity risks damaging a brand’s reputation,” she warned.Leveraging AuthenticityAuthenticity – being true to your values and acting consistently – has become a powerful tool for businesses to drive positive change and build lasting connections.Jyotsna Dash Nanda listed some of the narratives that have worked effectively:Align Values with Actions:Example: ITC’s Social Forestry Initiative: ITC, a leading Indian conglomerate, embarked on a social forestry program decades ago. This initiative not only provided raw materials for their business but also empowered local communities and fostered environmental sustainability. This alignment of business goals with social impact exemplifies authenticity.Transparency in Communication:Example: Sebamed India’s Ingredient Disclosure: In a market saturated with unproven claims, Sebamed India took a bold step by disclosing the exact science behind their products’ ingredients. This transparency built trust with consumers and positioned them as a brand focused on genuine skincare solutions. (Sebamed is a German brand known for its medicinal skin care products, particularly those formulated with a pH of 5.5 to match healthy skin's balance. Founded by a dermatologist in 1957, Sebamed offers a variety of gentle and effective options for all skin types.)Owning Up to Mistakes:Example: When a 2019 video exposed Domino’s India’s hygiene issues, they went beyond apologies. Their “Food Safety Screw Up” campaign openly acknowledged the mistakes, implemented stricter protocols with staff training and audits, and offered discounts to regain trust. This transparency and commitment to improvement showcased authentic ownership that helped them weather the crisis.Empowering Stakeholders:Example: Hindustan Unilever Limited’s Project Shakti: Hindustan Unilever Limited’s (HUL) Project Shakti empowers rural women as micro-entrepreneurs to sell their products. This initiative not only expands their reach but also creates economic opportunities at the grassroots level.Long-Term Commitment:Example: The Akshaya Patra Foundation’s Mid-Day Meal Scheme: The Akshaya Patra Foundation, a not-for-profit run by ISKCON, provides nutritious mid-day meals to millions of children across India. Their consistent dedication to this cause for over 20 years showcases a deep commitment to social impact.Nanda’s advice was to walk the talk “so that you espouse your brand values. Don’t let your brand vision and purpose be a statement which you display at strategic points, while not living them. Your leaders and brand custodians should be walking and talking examples of what the brand stands for. I believe brands seem most authentic when they tell their own story. Therefore, it is important to build strong inhouse channels which can take your story to your audience. For example, communicate about how you are making your customer’s lives better and easier; highlight the causes that your brand supports; the values that it lives by; and also share stories on how your employees are an embodiment of those values. Authenticity is about taking action and being consistent in communicating them. It is finally a continuous journey which communications teams need to work towards.”

Malaysian integrated consultancy firm Invictus Blue Group has appointed Jo Yau as its new Group CEO. Yau takes the helm, assuming responsibility for all public relations efforts alongside her broader leadership duties. She brings over two decades of experience working with prestigious international brands like Maybank Group, Toyota, Emirates, American Express, HSBC, and Volvo.Yau expressed her excitement about the role: "It's truly an honour to come back home as the new Group CEO. With the solid foundation laid by our late President Gerald Miranda over the past 30 years, I see this as an opportunity to lead the team into the next chapter. I'm excited to apply my experience and expertise towards fostering innovation, driving growth, and facilitating transformation within the company. Our vision is to cultivate an agency that prioritizes people, be it our employees or clients, at every step of the way." Yau's proven track record in media ownership, integrated agencies, creative agencies, and fintech startups positions her well to implement Invictus Blue's transformation agenda, emphasizing women in leadership, client focus, and a pivot towards technology and artificial intelligence.

London-based branding and design consultancy, Start Design Group, has appointed The PR Stop. as its PR agency in India. Cognizant of the value and impact that stakeholder engagement and reputation management hold, Start Design Group has appointed The PR Stop. to build upon and create recognition for Start Design Group’s brand purpose and identity in India. With innovative thinking and insight-led engagement, The PR Stop. will enhance Start Design Group’s market presence in India through strategic media relations, focused messaging, and thought leadership. Speaking on the appointment, Rohini Saldanha, Founder, The PR Stop., said, “I am happy to be partnering with a global agency like Start Design Group and appreciate the trust they have reposed in me to help drive growth. My focus will be to build on Start Design Group’s globally strong and differentiated positioning and create brand salience and affinity for it in India and South Asia. I will leverage my expertise to formulate and execute communication strategies that perfectly align with Start Design Group’s vision of driving innovation at the intersection of design and brand solutions.” Specialising in content development, media relations, crisis management, brand positioning, and strategic counsel, The PR Stop. is a one-stop brand communications company that recognises the transformative power of strategic communication in shaping brand perception and driving organizational success. The company's current portfolio includes clients from various sectors including creative, branding, recruitment, and DE&I. 

Confiance Communications, Gurugram-headquartered integrated communications agency, has won the strategic communications mandate for Euronics, the largest–selling public washroom automation accessories brand in India. Known for its impactful work across brands like CashKaro, The Quorum Club, and Salad Days, and VCs like Leo Capital, Eternal Capital, and Transition VC, Confiance will spearhead Euronics’ all-encompassing communications strategy.Founded by first-generation entrepreneur Viknesh Jain in 2002, Euronics has carved a niche for itself in India’s public & industrial washroom segment. It was born with a genesis to seize the untapped market potential in the public & industrial washroom space, driven by the rapid expansion of public infrastructure and India’s IT sector in early 2000s. Having served over 500,000 customers till date including several Fortune 500 companies, Euronics occupies around 60% of the market share in India. Adding to its portfolio of milestones and achievements, it was the first brand during the COVID-19 pandemic to install touchless sensor faucets, soap dispensers, and hand sanitiser dispensers, among other touchless accessories across public washrooms in India. With offices spanning 30 PAN India locations and 4 international geographies, Euronics plans to replicate its domestic success in global markets such as the US, South East Asia, and Middle East.Under the mandate, Confiance will tailor and execute a resilient PR framework to fortify Euronics’ brand positioning, with an aim to augment its impact and influence amongst stakeholders across industries and geographies. Deploying a cohesive approach to brand-building, Confiance will also formulate Euronics’ brand messaging, foster enduring relationships between the brand leadership and media, and create a dynamic content strategy to solidify the brand’s visibility.Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said: “We are delighted to join forces with Euronics and Viknesh as their strategic communications partner. Their remarkable strides in enhancing hygiene and sustainability standards within India's public and industrial washrooms have left an indelible mark. While their initiatives have already transformed washroom experiences across airports, shopping malls, public and private complexes, and various other public spaces, it’s crucial to amplify their impact to foster change at an even greater scale. We're pleased to take on the role of Euronics' storytellers, sharing their vision and impactful contributions far and wide.”Viknesh Jain, CEO and MD, Euronics, said: “Our collaboration with Confiance will be instrumental in amplifying our reach within the target segments of Real Estate, Infrastructure, and Architecture & Interior Design, in India. Their expertise in crafting targeted communication strategies will be helpful in elevating our brand voice and ensuring that our mission to enhance India’s public washroom experience while promoting environmental sustainability resonates with the right audience.”Founded by seasoned publicist Bushra Ismail in 2019, Confiance Communications has created recognition for itself as one of India's most reliable and outcome-driven PR agencies in the country’s start-up and VC ecosystem. Known for delivering on the promise, the agency has an exceptional track record of catapulting the media presence of over 70 organisations in India and abroad. Demonstrating an unparalleled capacity to engage key stakeholders, Confiance forges robust connections for its clients, with their target audiences, industry stakeholders, as well as, the investor community.

Fun2Do labs has partnered with Bizzcom Solutions as its official PR partner. This collaboration embarks a significant milestone in both organizations’ efforts to enhance visibility and communication within the edtech Sector.By leveraging Bizzcom Solutions' expertise in public relations, Fun2Do Labs aims to amplify its outreach and engagement, driving greater awareness of its innovative educational technologies. Bizzcom Solutions, founded by esteemed entrepreneur Praveen Tiwari, brings a wealth of experience and expertise in public relations, strategic communication and brand management to the table. With a proven track record of success in elevating the profiles of numerous organizations across various sectors.Praveen Tiwari, Founder of Bizzcom Solutions, expressed enthusiasm about the partnership, stating “We are thrilled to join forces with Fun2Do Labs, students learn math with fun. This partnership underscores Fun2Do Labs' dedication to advancing educational opportunities and Bizzcom Solutions' prowess in strategic communication”.Fun2do Labs are equally excited about the collaboration and anticipate that specialized PR services will play a pivotal role in advancing its mission of fostering competency and excellence in Fun2do Labs.“We believe that effective communication is essential in driving positive change within the Fun2Do labs,” remarked Saurabh Jain founder of Fun2do Labs “with Bizzcom Solutions as our PR partner, we are confident in our ability to engage with our audience, share valuable insights and make a lasting impact on Fun2day Labs. 

AI-driven media intelligence platform Wizikey has launched two features to enhance the measurement of thought leadership. Industry Share of Voice and Explore: The industry's first-ever tool that enables brands to measure their share of voice not just against a select group of competitors, but against the entire “Industry”.Wizikey's Industry Share of Voice is inspired by the challenges faced by businesses in emerging economies, where companies and leaders often bear the flag for their industries without a clear way to measure their efforts. Before this tool, measuring an Industry Share of Voice was nearly impossible, even with the help of excel sheets. The tool not only allows users to measure their efforts but also provides insights into industry trends."According to PwC, by 2035, AI is predicted to increase productivity. The Global State of AI 2022 report reveals that 87% of organizations believe AI will help them grow revenue, boost efficiency, and improve services. I understand the challenges PR and corporate communication teams face. Research, analysis, and strategizing take up so much time. Wizikey is here to help. Our AI tools are designed to give you a holistic view of your brand and industry, with pinpoint accuracy and incredible speed. We're committed to making your job easier, so you can focus on what truly matters," said Aakriti Bhargava, Co-Founder, Wizikey.Leveraging cutting-edge AI and advanced Named Entity Recognition (NER) capabilities developed in-house, Wizikey sets a new standard for precision, speed, and depth in media insights. These additions showcase Wizikey's commitment to advancing AI technologies and solidify its position as the go-to tool for PR and communication professionals. With advanced AI and scalable Large Language Models (LLM) developed in-house, Wizikey increases efficiency, providing a competitive edge in today's fast-paced business landscape. Industry Insights: Competitive Intelligence at Your FingertipsWizikey's Industry Insights feature provides a deep dive into competitive landscapes, offering SOV analysis and revealing crucial data like market share, top-performing brands, key spokespersons, and emerging trends. This AI-powered intelligence enables PR and communication professionals to benchmark performance against competitors, identify thought leaders and influencers, and uncover industry-specific trends and opportunities.Explore Feature: Instant Insights for Strategic Decision-MakingThe Explore Page empowers users to unlock comprehensive media insights with a simple keyword search, providing an instantaneous overview of top brands, influential spokespersons, trending topics, and geographical buzz across the globe. PR professionals can leverage these insights for various use cases, such as identifying key markets for geo-expansion, monitoring competitor activities and market share, tracking brand sentiment, narrative, reputation, and discovering emerging trends and opportunities."The Explore Page empowers businesses to make informed, data-driven decisions quickly. It's not just about monitoring mentions; it's about understanding the bigger picture and staying ahead of the curve," said Aakriti Bhargava, Co-founder of Wizikey.These tools address a significant challenge for PR and Corporate Communication professionals: sifting through vast amounts of media data to find actionable insights and . Typically, PR pros spend up to 30 hours a week on research and analysis for effective strategies. With Wizikey’s new AI tools, they can now access unparalleled insights at lightning speed, slashing the time and effort needed to monitor the industry and analyze trends. Additionally, these features enable robust ROI analysis, allowing professionals to measure the impact of their campaigns and optimize their strategies more effectively.Wizikey recently launched Imara AI, an AI-led “Chief Reporting” avatar for PR and communication teams. Imara AI serves as a virtual reporting assistant, streamlining the creation of comprehensive, data-driven reports in minutes. Furthermore, the company has introduced AI Labs, which provides professionals with tools to generate data-led dossiers and reports quickly and efficiently, enhancing their ability to make informed decisions based on real-time insights.

Leading Australian communications agency alt/shift/ has secured the Tinder Australia public relations account, following a competitive pitch process. The news comes after a successful tenure by previous agency Thrive PR.alt/shift/ announced their exciting win on LinkedIn, expressing their enthusiasm about unleashing creative ideas and leveraging their expertise in behaviour change to enhance Tinder's Australian presence. This strategic approach aligns perfectly with Tinder's mission of fostering meaningful connections amongst users.Andie Crawford, Managing Director of alt/shift/, echoed the team's excitement, calling it a "massive team effort" and expressing their eagerness to "shift the dial" for Tinder in Australia.This win positions alt/shift/ to play a key role in shaping the narrative around Tinder in the Australian market. Their expertise in behaviour change communication could prove invaluable in understanding user preferences and crafting targeted campaigns that resonate with the local audience.alt/shift/ previously worked with clients like Samsung and Menulog, demonstrating their experience with high-profile brands and digital marketing.It will be interesting to see how alt/shift/ leverages their creativity and strategic communication skills to further establish Tinder as the go-to dating app in Australia.

Woolworths Group has announced the appointment of Simone Scoppa to the role of Senior Manager, PR & Media Relations. Scoppa will be based in Sydney and will leverage her extensive experience to shape the public image of one of Australia's leading retail groups.Scoppa joins Woolworths after a successful stint as Senior PR Manager, APAC region, for online restaurant reservation platform OpenTable. She brings over 20 years of experience in communications, having held senior positions across the finance, travel, and hospitality industries. This wealth of knowledge will be invaluable to Woolworths Group as it navigates the ever-changing media landscape and consumer demands.Simone Scoppa is a strong addition to their PR team. Her experience across various sectors will likely be a benefit as Woolworths continues to evolve and grow.

Former Foxtel Group communications chief Jacquie Abbott has joined Qantas as the national carrier's new Executive Director of Corporate Affairs and Internal Communications.Abbott concluded her three-year tenure as Executive Director of Communications at Foxtel Group in March.This marks Abbott's return to the aviation industry, having previously spent over two years at Virgin Australia until 2015. At Qantas, she will reunite with former Virgin Australia colleague Danielle Kieghery.Abbott's extensive experience includes senior communications roles at Ogilvy PR ANZ and Optus.“I am thrilled to be back in the aviation industry and to join the team at Qantas, especially working again with Danielle Kieghery after our time at Virgin together," Abbott said.

Indu Sharma, a seasoned public relations and integrated communications expert with over twenty years of experience, has recently transitioned from Schneider Electric to Siemens, where she has taken on the role of Head of Corporate Communications. Before her tenure at Schneider Electric, Sharma developed her expertise at notable companies such as Reckitt (formerly Reckitt Benckiser), HTC, and various leading communications firms. In addition to her extensive professional background, Sharma holds an Executive MBA, a Master’s degree in Mass Communication, and a certification in Digital Marketing.

HoYoverse, the video game development and publishing company, has appointed Osmond Zhang as the new Senior Global Public Relations Manager. Osmond Zhang brings a wealth of experience in the gaming, media, and entertainment industries to HoYoverse, further bolstering the company’s strategic communications and global outreach.Osmond Zhang joins HoYoverse from his recent role as Senior Marketing Communications Manager at Riot Games, where he played a pivotal role in shaping the company's marketing strategies and communications. During his tenure at Riot Games, Zhang was instrumental in managing high-profile campaigns and fostering key industry relationships, significantly contributing to the company’s global brand presence.With over a decade of experience in communications, external relations, and events support, Zhang has developed a versatile skill set that will enhance HoYoverse’s public relations initiatives. His professional journey includes significant positions at both in-house and agency roles, including prominent firms such as Occasions Asia Pacific, CMC Inc., and Shanghai Media Group. Zhang’s expertise encompasses a broad range of areas within the media and entertainment sectors, making him a valuable asset to the HoYoverse team.HoYoverse, known for its flagship title Genshin Impact, continues to expand its influence in the global gaming market. The company’s innovative approach to game development and publishing has garnered a massive international fanbase and critical acclaim. The addition of Osmond Zhang to the team underscores HoYoverse’s commitment to strengthening its global communications strategies and enhancing its engagement with the gaming community worldwide.Osmond Zhang will be based in HoYoverse’s Shanghai office, where he will lead the company’s public relations efforts, develop strategic communication plans, and oversee media relations initiatives. His appointment is a strategic move to support HoYoverse’s ambitious growth plans and reinforce its position as a leader in the gaming industry.

COMCO Mundo League of Enterprises, headquartered in Makati City in the Philippines, has announced the launch of the COMCO School of Communications.This new venture positions the agency as a leader in communications training and professional development, catering to the industry's growing demand for skilled professionals.The school boasts a comprehensive curriculum with four main programs. The CODEVA program equips participants with expertise in PR fundamentals, media relations, crisis communication, social media management, content marketing, internal communications, and corporate social responsibility. Additional programs include PRODEVA, focusing on management and leadership development, ACADEX, and the award-winning Camp COMCO Mentorship Program, which fosters talent development in communication, marketing, and multimedia arts.“COMCO Mundo advocates for professional training and continuing education as we believe that as serious and committed practitioners amid the changing times, we have to be always informed, updated and upskilled to be able to deliver the demands of our profession, showcase best practices in the industry, and be of service to the society. Through COMCO School of Communications, we are able to organize, grow and share our training services that will help aspiring and current practitioners in the filed who aspire to be on top of their game," said Ferdinand Bondoy, Group Chief Executive Director and Lead Strategic Communications Counsel, Partner and Co-Founder at COMCO Mundo.

Chain Reaction has announced the appointment of Khaled Akbik as the new General Manager – Marketing and Communication. Akbik brings over 18 years of dynamic experience in the social and digital media landscape, having worked with leading companies on both the agency and client sides, including OMD MENA, New Media Academy, and Foodics.In his new role, Akbik will focus on expanding Chain Reaction’s social media, creative, and video production capabilities across the region. He will collaborate closely with Chain Reaction’s digital marketing teams to deliver custom solutions tailored for local, regional, and global brands and partners.“I am thrilled and honoured to join the Chain Reaction team. I look forward to working with the agency’s exceptional talent to deliver best-in-class work for our clients while expanding our product and service offering to a region teeming with potential and possibilities,” said Khaled.Khaled’s career, spanning nearly two decades, includes managing and overseeing a portfolio of regional businesses such as PepsiCo, Majid Al Futtaim, and McDonald’s. He has also directly contributed to the success of SaaS businesses like Foodics in Saudi Arabia and various government ministries and entities in the UAE.Khaled will report to Saif Jarad, Chain Reaction’s Founder and CEO. Saif commented, “Khaled’s invaluable experience in strategy, social media, and leading large teams makes him an ideal addition to our growing team. His impressive track record and wealth of experience on both the client and agency sides will be integral as we focus on expanding our portfolio of products and capabilities in MENAT, and ultimately leveling-up our commercial goals for 2024 and beyond.”With this strategic appointment, Chain Reaction aims to strengthen its market position and continue delivering innovative digital marketing solutions to its diverse clientele.

Authored by Shashikant Someshwar, Managing Director, The Weber Shandwick CollectiveIntroduction:In today's oversaturated digital world, consumers are increasingly tuning out traditional advertising. This trend has led to a significant shift in the PR industry, with a growing emphasis on Human-First Communication. This transcends mere 'storytelling' and embraces a more action-oriented approach known as 'story doing'. Brands are now prioritizing authenticity, simplicity, respect, and inclusivity in their narratives to forge deeper connections with their target audiences. Failing to embrace this shift can result in significant losses due to consumer apathy. By fostering genuine communication, brands can build loyalty even in a crowded digital landscape.Empowering Audiences through Participation:The digital era has empowered audiences like never before. Brands are leveraging social media platforms to proactively engage with their target audience, fostering interactive two-way conversations that strengthen connections. This is particularly important for Gen Z which values authenticity. Per a 2022 study, 80% of Indian Gen Z respondents consider authenticity to be a key factor in their brand choices. By fostering genuine interactions and transparency, brands can build trust and loyalty with this influential demographic. Brands are now placing significant emphasis on initiatives like Social Media Customer Care, taking prompt action to address customer grievances and ensure satisfaction in real-time. Furthermore, they are increasingly favoring everyday storytellers and micro-influencers over celebrities. This amplifies diverse voices and fosters a sense of familiarity and authenticity with the target audience. Live sessions and social polls further facilitate two-way dialogues, valuing audience input for product development and fostering a sense of belonging. These inclusive approaches transform audiences from passive receivers of information into active brand advocates.A prime example is PVR Inox’s famous #PVRHeardYou campaign on X (formerly Twitter). The brand responded proactively to customer feedback on high food and beverage prices in theaters. By directly addressing concerns and offering tailored solutions like food combo offers, PVR regained trust and fostered a sense of community empowerment among audiences.Celebrating Diversity and Inclusivity:Gone are the days of stereotypical portrayals in marketing. Brands are taking significant strides towards diversity and inclusion, featuring a broader range of individuals in their messaging. They are also mindful of the language they use, ensuring it’s respectful and culturally sensitive. Campaigns are now tailored to connect with diverse audiences, showing an appreciation for cultural nuances. Additionally, some brands are championing social impact initiatives, advocating for underrepresented communities. By prioritizing accessibility in their designs, they are fostering inclusivity and acceptance among all audiences.Mattel’s commitment to inclusivity led to the launch of Barbies in 22 ethnicities, 35 skin tones, 97 hairstyles, and nine body types, including the introduction of a Down syndrome Barbie. This move challenged traditional beauty standards and empowered individuals to embrace their uniqueness. The campaign garnered widespread applause and resonated with audiences on a global scale. Building Genuine Connections for the Community:PR campaigns have the power to be a catalyst for social change. By raising awareness, shifting public opinion, mobilizing resources, and promoting behavior change, PR can go beyond just promoting products or gaining brand visibility. Forward-thinking PR professionals are tapping into societal issues that resonate with their audience, creating a deeper, more authentic bond. Many brands are embracing a purpose-driven approach, aligning their PR endeavors with broader social causes such as environmental awareness, sustainability, and community empowerment. By presenting compelling narratives and framing issues effectively, PR can attract volunteers, donations, and sponsorships, amplifying the efforts of non-profit organizations and advocacy groups. Additionally, PR can rally support for critical causes and pressure policymakers and corporations to act. Finally, by encouraging positive changes in individual behavior, PR campaigns play a pivotal role in fostering a more socially conscious and engaged society.TATA Trusts’ "Kaise Ka Cancer" initiative is a powerful example. The campaign encourages women to participate in open discussions on early breast cancer detection and self-breast examinations, fostering awareness and a sense of community support. Conclusion:The shift from “storytelling” to “story-doing” in human first communications signifies a profound transformation in the PR industry. By empowering audiences, celebrating diversity, building genuine connections, and driving positive social and environmental change, brands are redefining their role beyond mere profit-making. Through authentic communication and purpose-driven initiatives, brands are fostering deep connections, driving meaningful impact, and ultimately, shaping a more inclusive, empathetic, and socially conscious world. As the PR landscape continues to evolve, human first communication will remain at the forefront, shaping a future where brands and consumers connect on a deeper, more meaningful level. DISCLAIMER: The views expressed are solely of the author and ThePRPost.com does not necessarily subscribe to it.

Weber Shandwick has announced a significant expansion of its UK creative team, including promotions for existing staff and the addition of new talent.Promotions:Klein Borrill has been promoted to the newly created role of UK Head of Design. Borrill brings extensive experience from his previous role as Head of Design at That Lot, a social creative agency that joined the Weber Shandwick Collective in 2018.Jack Duffield and Chris Marsden, who joined the agency in 2022, have been promoted to Associate Creative Directors. They recently led the creation of a successful pop-up for eBay UK.Charlie Powell has been promoted to Conceptual Creative after transitioning from the consumer team to the creative team.New Hires:Carly Illston joins Weber Shandwick as an Art Director, teaming up with Copywriter Marley Muirhead. They previously worked together at multiple agencies.Leadership:The expanded creative department now reports to UK President Amy Garrett, who emphasized the team's role in empowering clients to achieve their business goals.Recent Appointment:This news follows the recent appointment of Yan Elliott as Weber Shandwick's Chief Creative Officer in London.

Kunal Gupta joins First Livingspaces (FLS) as Assistant Manager PR, Media & Corporate Communications.He extended his excitement on linkedin, stated "Thrilled to embark on this new chapter It's with great excitement that I join First Livingspaces (FLS) powering Ziki & sirrus.ai as Asst. Manager PR, Media & Corporate Communications. As I reflect on my journey, I wanted to share this update with everyone. Here's to an exhilarating journey ahead, adorned with challenges, learning experiences, and the beauty of meaningful accomplishments."In addition to his role at Ziki and Sirrus.ai, Kunal is also the Founder of Media PR and Folks Group, a premier networking platform for PR and media professionals. Designed for journalists and PR professionals, Media PR and Folks Group provides a dynamic space for collaboration and networking. 

DRRK Foods Pvt. Ltd., a renowned producer of premium quality basmati rice, has announced a strategic partnership with a leading digital marketing agency, Team Pumpkin. This collaboration aims to strengthen the digital presence of DRRK Foods Pvt. Ltd. flagship brand, Crown Rice. As part of the collaboration, Team Pumpkin will handle social media management and PR initiatives for Crown Rice.We are excited to embark on this journey with our digital marketing partner, says Amit Marwaha, Managing Director at DRRK Foods Pvt. Ltd. Our goal is to enhance the visibility and engagement of Crown Rice, solidifying its position as a leading choice for the consumers.” This collaboration is expected to enhance thepositioning of Crown Rice, says Vikram Marwaha, Joint Managing Director at DRRK Foods Pvt. Ltd. With its success in the market, Crown Rice has proven itself as a top choice for premium basmati rice. Now, we are looking to build on that success by boosting its visibility and engagement. We have high expectations from our digital partners to help us achieve this goal. Together, we aim to solidify Crown Rice position even further and ensure it remains a preferred brand for consumers” he added.Team Pumpkin will oversee digital marketing efforts across various channels. By leveraging data-driven strategies and creative solutions, they aim to drive brand awareness and growth for Crown Rice. Team Pumpkin will handle social media management and PR initiatives for Crown Rice, ensuring consistent brand messaging and engagement with consumers.Swati Nathani, Co-founder of Team Pumpkin, remarked, “We are truly excited about our partnership with Crown Rice. As a leading digital marketing agency, we understand the importance of innovation and excellence in today competitive landscape. Crown Rice dedication to quality and 5 decades of experience in paddy sourcing, aligns perfectly with our values at Team Pumpkin. Together, we are confident that our collaborative efforts will not only elevate the Crown Rice brand but also set new standards of success in the market.

Luxury drinks giant Moët Hennessy has chosen Special PR as a preferred partner for integrated communications in New Zealand. The appointment comes after a competitive pitch involving three agencies.Special PR will handle a range of projects across Moët Hennessy's prestigious New Zealand brands, including Cloudy Bay, Whispering Angel, Veuve Clicquot, and Glenmorangie. Their responsibilities will encompass media relations, influencer marketing, content creation, events and activations, and trade partnerships.The agency can also leverage expertise from the wider Special New Zealand team for design, art direction, and broader communication campaign support."The Special PR team has consistently impressed," said Tony Bradbourne, CEO/CCO and Founder of Special New Zealand. "They've become a regional leader, and this partnership allows them to combine their PR skills with our creative and strategic firepower. This model is already proving highly successful for many of our clients."

Leading branding agency BigBrandTheory (BBT) has appointed The PR Stop. as its PR agency on record (AOR). The outfit recently launched by Rohini Saldanha, VML’s Former Head of Corporate Communications, aims to elevate BigBrandTheory's brand presence and solidify its market position. BBT’s synergy with The PR Stop. will harness the power of compelling content, strategy, and innovative thinking to deliver integrated communication solutions that drive growth and engagement for BBT’s businesses across industries. With its distinctive capability of delivering value while driving growth, The PR Stop. aims to foster greater awareness, and engagement for BBT while setting new benchmarks for industry leadership.Commenting on The PR Stop.’s appointment, Pravin Shah, Founder, BigBrandTheory, said, “As an entrepreneur, I have always known and valued the power of PR. In The PR Stop. we have found a partner that understands our business needs and can support us in strengthening our brand identity and reputation in the industry. Rohini’s expertise and capabilities along with her strong work ethic and passion for excellence perfectly align with BigBrandTheory's vision and values. We are excited about joining forces with The PR Stop. and look forward to unlocking new possibilities together.”Talking about their partnership, Rohini Saldanha, Founder, The PR Stop., said, “Pravin is a dynamic and inspirational leader who has built his brand from the ground up. BBT commands a formidable standing in the industry with a client roster of marquee brands of long-standing relationships. I am humbled and honoured that they have decided to partner with me on their ambitious growth path. I look forward to doing some great work with the incredibly talented team.” The PR Stop. offers a range of services, including content development, media relations, crisis management, brand positioning, and strategic counsel. The company's current portfolio includes clients from various sectors including creative, branding, recruitment, and DE&I.

A new global survey by WE Communications, an integrated communications agency, reveals a significant gap between executives' high expectations for AI and their organisations' concrete plans for communicating its adoption. While 83% of surveyed business decision-makers (including C-suite executives, senior management, and executive directors) are optimistic about AI's potential, less than half (37%) have established programmes to amplify its impact.The survey, titled "Bridging the AI Expectation Gap: Effective Communication Strategies," polled 2,900 executives and technology business decision-makers to understand how AI is impacting organisational culture, trust, and business communications.Key Findings:  Vision-Action Gap: Despite high optimism, most organizations lack a plan to fully capitalize on AI's potential. Only 17% are actively changing current behaviors to fully leverage AI's impact.  AI Communications Imperative: While recognizing the importance of clear communication, only 37% actively communicate AI's benefits internally.  Call for Collective Transparency: Nearly three-quarters (74%) of respondents believe their organizations should be more transparent about AI use compared to vendors and partners.  AI Opportunities: Customer service (47%) is seen as the area most likely to benefit from AI adoption, followed by Marketing & Communications (46%) and Product Development (45%).  AI Concerns: Security risks (92%) top concerns around AI adoption, followed by over-reliance on AI (58%) and job displacement (52%).Effective Communication is Key:The survey underscores the critical role of effective communication in driving AI adoption. WE Communications offers a range of services to help organizations bridge the AI expectation gap, including:  AI Engagement & Communications Strategy Development  Company Transformation Narrative Refresh  Executive Communications & Thought Leadership  Crisis & Issues Preparedness Plan Updates  AI Narrative Workshops & Storymaking  Executive AI PlatformOrganisations must act quickly to engage stakeholders with clear and compelling communication about AI. By bridging the expectation gap, companies can lead their employees and customers through a new era of AI-driven innovation and growth. 

Vanessa Yanez has recently been appointed as the Senior Vice President and Public Information Officer at the Federal Reserve Bank of San Francisco. In her new role, she oversees the Reserve Bank's external communications and public information endeavors within the district. This entails guiding a team of 30 professionals across various areas such as insights, messaging, and strategy, encompassing corporate reputation, crisis management, executive communications, web and social media presence, media relations, influencer outreach, and visual communication across both internal and external creative projects, including video production. Prior to this, Yanez held the position of Group Vice President and Public Information Officer, focusing on external communications.

Tech security PR leader Sphere PR is celebrating 18 years by unveiling a new service designed to help organisations navigate cyber-crises and IT outages. This comprehensive offering goes beyond reputation management during an attack.Sphere PR's cyber-crisis communication service provides a multi-pronged approach:Strategy Development: Sphere PR will guide organizations in crafting a robust cyber-crisis communication strategy, ensuring all key stakeholders are prepared for potential incidents.Preparation & Training: The service includes developing communication response plans for various cyber threats and IT outages, allowing for a swift and measured response.Effective Communication: Sphere PR's expertise empowers organizations to practice cyber-attack scenarios. This ensures everyone understands their roles and responsibilities in the event of a data breach or outage."This new offering is designed to address the unique crisis communications challenges today’s organisations face in an environment of heightened cyber threats. It will enable them to respond in a timely manner and communicate the key facts effectively to their customers via the media," said Louise Roberts (pictured), Managing Director, Sphere PR.  "It's about leveraging our expertise to ensure organisations practise cyber-attack scenarios and everyone knows their responsibility when a data breach or an outage does occur. Being open and honest when communicating with customers is critical in the early stages of an incident to explain the implications for customers and how they will mitigate these risks in future."

Independent communications agency Cognito has announced a series of promotions within its Hong Kong and Singapore teams, bolstering its capabilities across the South East Asia region.Emma Arora (pictured) takes the helm as Managing Director, Asia, overseeing operations and service improvements across both Singapore and Hong Kong offices. Emma brings over 15 years of experience in managing integrated multi-market campaigns and providing critical crisis support for corporate, financial services, and technology clients throughout the Asia Pacific and Europe.Felice Tobin steps up as Managing Director, Hong Kong & General Manager, Asia. She will continue to lead the Hong Kong business while supporting Emma in managing both offices.Hannah Polson, now Director, will leverage her experience to provide strategic counsel, crisis support, and mentorship to the team, while driving new business opportunities.Team Growth:<img src='https://erp.adgully.me/artical_image\9d463f95e5f944c50e4e5f2b7f503663.png' class='content_image'>Promotions were also announced across both offices:Karen Lee (Hong Kong) is promoted to Senior Account Manager, focusing on client relationships, business development, and campaign delivery.Janet Lin (Hong Kong) and Emelda Then (Singapore) are promoted to Account Manager, responsible for managing client accounts and achieving impactful results.These promotions demonstrate Cognito's commitment to fostering talent and strengthening its presence in Asia.

As an Associate Account Director at PR Professionals, Prerna Dalakoti brings a wealth of experience and expertise to the table. With a keen understanding of strategic communication and public relations, she plays a pivotal role in driving impactful campaigns and fostering strong client relationships. Dalakoti’s dedication to excellence, coupled with her innovative approach, ensures that she consistently delivers results that exceed expectations. Her dynamic leadership and collaborative spirit make her a valuable asset to both her team and her clients, driving success in an ever-evolving industry landscape.In conversation with Adgully, Prerna Dalakoti, Associate Account Director, PR Professionals, speaks about the importance of the importance of compelling storytelling, proactive reputation management, and leveraging diverse communication channels to engage audiences effectively. She advocates for adaptability and innovation in PR strategies to navigate the evolving media landscape and maintain trust and credibility with stakeholders.Reflecting on the past decade, could you share with us how your professional journey has unfolded and evolved within the PR industry?My journey within the PR industry has been quite a ride! Over the past ten years, I’ve had the privilege of working with a diverse range of brands and campaigns across various sectors, from infrastructure to government/ PSUs, education, social development, technology, and retail. One of the highlights of my career has been my involvement in some groundbreaking infrastructure projects, such as the implementation of Namo Bharat Trains – India’s first Regional Rapid Transit System, and the redevelopment of railway stations across India. Besides, I’ve also had the opportunity to contribute significantly within the development sector, partnering with organizations like UNICEF and the United Nations Convention to Combat Desertification (UNCCD) on various advocacy and media outreach campaigns. It’s been quite a journey of learning and growth, and I’m grateful for the experiences that have shaped me into the professional I am today.In my brief 10 years in the PR industry, I have learned that being a communicator is no walk in the park. It is a fast-paced, deadline-driven environment where you juggle multiple stakeholders and uphold uncompromising standards of quality. To excel in this role, one must consistently deliver high-intensity performances. However, true success in communication isn’t solely about linguistic expertise; it is about investing in one’s character and nurturing meaningful relationships.How has your organization contributed to your growth and development as a PR Professional over the past ten years?Starting my career with PRP has been instrumental in shaping my professional journey. Being part of a dynamic and growing organization like PRP has provided me with ample space and opportunities to learn, experiment, and evolve. Unlike being a cog in a well-established corporate machine, working with PRP has exposed me to a multitude of experiences both internally and externally. This environment has not only allowed me to refine my client management skills, but also enabled me to develop valuable people management abilities, which I consider a significant asset in my career today.Who have been your role models or mentors, and how have they influenced your approach to PR?My mentor in the PR field is undoubtedly Dr Sarvesh Tiwari, Founder & Managing Director of PR Professionals. His distinctive approach to work, empathetic demeanor, practical approach, and exceptional skill in relationship building have deeply influenced me. Among the many lessons I’ve learned from him, two stand out: the importance of cultivating and nurturing relationships with honesty and integrity, and the significance of effective people management, which entails valuing and treating everyone with equal respect and dignity.Another individual whom I admire and consider a role model is MS Dhoni. His leadership style is something I greatly admire and aspire to emulate. Dhoni’s ability to lead his team both on and off the field, with solid control over his mind and emotions, is truly commendable.What are your plans and aspirations within the PR field, considering your experiences and achievements thus far?I firmly believe in the transformative impact that effective communication can have, not only on businesses and organizations, but also on communities and society as a whole. I aspire to continue working with organizations and brands that are committed to making a positive impact, collaborating on campaigns and initiatives that aim to drive social change, promote sustainability, and advance the well-being of individuals and communities. Additionally, I wish to continue to collaborate with large-scale infrastructure projects that have the potential to transform lives and shape the future of generations to come. Furthermore, I look forward to exploring new horizons and venturing into uncharted territories such as the FMCG and Banking industries, where I believe my skills and experience can add unique value.In your opinion, how do you perceive the current state of the PR industry, and what trends or changes do you anticipate shaping its future trajectory?I believe we are at the brightest phase of the public relations industry, because everyone has realized its importance more than ever. Where earlier we used to be one of the functions of any business, but now PR has become a key function of businesses. One of the key trends shaping the future trajectory of the PR industry is the increasing integration of digital media and technology. With the rise of social media platforms, online news outlets, and digital communication channels, PR professionals must adapt their strategies to effectively engage with audiences across various digital platforms.Another significant trend is the growing emphasis on transparency and authenticity in communications. In an era characterized by widespread distrust and skepticism, businesses and organizations are under greater scrutiny than ever before. Additionally, the evolving media landscape and changing consumer preferences are reshaping traditional PR practices. Overall, while the PR industry is facing many disruptions, it also presents abundant opportunities for innovation and growth. By staying agile, embracing digital transformation, and prioritizing authenticity and transparency, PR professionals can navigate the evolving landscape and continue to drive impactful communication strategies in the years to come.

Vero, a strategic communications consultancy serving Southeast Asian clients, recently announced leadership appointments and staff promotions that advance the firm’s communications consulting ambitions in Southeast Asia.Vero appointed Supreeyaporn Sihawong as Chief People Officer, Sasha Alwani as Chief Strategy Officer, Thanpitcha Suksawad as Chief Finance Officer, and Umaporn Whittaker-Thompson as Chief Commercial Officer to fortify the management team and complement the leadership of current Chief Executive Officer Brian Griffin and Chief Operating Officer Raphael Lachkar.Sihawong joined Vero in 2021, managing HR as the team in Thailand grew from 50 to more than 120 team members today.With over 13 years of communications consulting experience across Asia, Alwani has played a pivotal role in expanding Vero’s client portfolio and significantly enhancing the capabilities of the firm’s strategy team across the region.Suksawad, who joined Vero from a Big Four accounting firm, brings 10 years of finance experience to the business and supports Vero’s growth ambitions via M&A.Whittaker-Thompson, a 10-year Vero veteran who leads commercial, brand communications, and influencer marketing initiatives, will be instrumental in forging new top-tier partnerships between Vero and the region’s leading content creators and business organizations.Two Vero team members will take on additional roles: Lin Kuek, who serves as Managing Director for Vero in Singapore, is taking the lead in the firm’s new Sustainability Communications Advisory, while Pham Hoai Anh is helping expand Vero’s Vietnam presence to Hanoi, where she will focus on enhancing brand partnerships.“Today, more than ever before, we have a clear view of what Vero can achieve in the industry as a consultancy, employer, and member of society. Supreeyaporn, Sasha, Thanpitcha, and Umaporn have each been critical in shaping this vision, and in their new roles they will help us execute it,” said Raphael Lachkar, Chief Operating Officer.“Reflecting on where we were, where we are, and where we’re going – the journey has been rapid, the growth has been substantial, and the vision we share is inspiring. I’m excited to take everything I’ve learned over the years to deliver both a creative and strategic lens in my new role for our clients, our leadership, and most importantly, our people, to implement our collective aspirations,” says Sasha Alwani, Chief Strategy Officer.“Aligning with Vero’s core values, we embark on this new chapter with a firm commitment to innovation and excellence in delivering communication solutions across the region. In my new role, I’m excited to harness my expertise and vision to pioneer solutions that empower our teams, enhance client experience, and forge impactful partnerships that will help elevate Southeast Asia’s influencer marketing landscape,” says Umaporn Whittaker-Thompson, Chief Commercial Officer.Vero has appointed a total of 28 team members across its offices in the region. The firm currently has 260 PR and creative experts in Singapore, Thailand, Vietnam, Indonesia, the Philippines, and Myanmar.

The PHA Group, an independent PR, digital and creative agency, has launched Dig & Dig, its first international agency. Headquartered in Boston, Massachusetts, Dig & Dig will offer a comprehensive suite of digital and social media services to propel brands forward.Dig & Dig boasts a robust service portfolio encompassing organic and paid social media, influencer marketing, digital PR, SEO, PPC, and content marketing. The agency is spearheaded by a seasoned Boston-based team led by Executive Vice President Matt Raven. Raven will oversee day-to-day operations, supported by Desiree Dileso, the agency's Vice President and Head of Paid Media. Both report directly to PHA's joint Group MDs, Shelley Frosdick and Stuart Skinner.Dig & Dig launches with a roster of impressive, fast-growing clients, including Workstorm, a leading secure work collaboration platform. Teams across the group's UK and US offices will collaborate seamlessly to service these programs.Matt Raven brings over 16 years of experience in digital marketing, search, and content strategy. He has a proven track record of success across owned, earned, and paid channels. Prior to Dig & Dig, Raven led the Digital practice at Look Left Marketing as Vice President and Head of Digital, crafting and executing breakthrough, insight-driven integrated programs for technology companies. Previously, he played a pivotal role at Boston-based agency SHIFT Communications, where he developed and launched the industry's first performance-based earned media offering, Optimized PR. Raven's experience spans renowned brands like Warby Parker, Citrix, and GoDaddy. He is a highly respected figure in the Boston business community, regularly engaging with students at Boston University and sharing his expertise at local industry events.Desiree Dileso is a digital media powerhouse with over 14 years of experience in planning, buying, and executing successful Paid Media campaigns. At Dig & Dig, she leverages her extensive expertise gained from over 13 years with independent media agency PGR Media. Dileso served as VP, Media Director at PGR, leading all aspects of integrated channel planning, from audience development and communication strategy to forecasting and reporting. Her deep understanding of the paid media landscape encompasses social, programmatic, CTV, audio, display, custom content, and outdoor advertising. Her hands-on approach and strategic vision have empowered numerous brands, including Vera Bradley, Sheraton Hotels, Westin Hotels & Resorts, Celebrity Cruises, and StriVectin, to confidently scale their marketing investments. Deeply involved in Boston's ad community, Dileso is a member of the Boston Interactive Media Association (BIMA) and has served on its board for over eight years.Dig & Dig marks a significant milestone for The PHA Group, following a period of substantial growth and investment spearheaded by Frosdick and Skinner since their appointment as joint MDs in April 2020.“The launch of Dig & Dig is the culmination of 18 months of meticulous planning and research,” commented Shelley Frosdick and Stuart Skinner. “We are incredibly proud of the Dig & Dig brand, which will be the first of many new agencies to join The PHA Group family.”“Client demand for international support and access to a new market were the driving forces behind Dig & Dig,” they continued. “Boston, with its thriving sectors and exceptional talent pool, is a perfect fit for our first international venture. We're excited to establish a strong presence here.”Frosdick and Skinner emphasized the collaborative nature of The PHA Group, highlighting how entering the international market with a digital and social-first agency will provide a competitive edge. Teams across all five of the group's office locations will work together seamlessly to deliver exceptional results for clients.

LLYC, a global corporate affairs and marketing firm, has acquired Dattis Comunicaciones, a leading Colombian communication services company, to become the top player in Colombia and solidify its leadership in Latin America.LLYC has been operating in Colombia since 2001, and with this recent acquisition, the company has consolidated its revenue in the country to over 12 million euros. LLYC serves over 140 national and international clients and is strategically located in Bogotá and Medellín, with a team of 175 professionals."Colombia has always been one of our key markets in Latin America. Adding Dattis' talent, scope, and expertise to our value proposition represents a significant leap in our business vision in the country," said Juan Carlos Gozzer, LLYC's CEO for Latin America.LLYC is acquiring 78.69% of Dattis at a valuation of six times EBITDA. Andres Ortiz, Senior Partner, will retain the remaining 21.31%. Dario Vargas, the company's founder, and other minority partners will sell their stakes."The acquisition strengthens LLYC's influence in Colombia, allowing for the advancement of communication, public affairs, and marketing in line with societal and business needs," said Maria Esteve, LLYC's partner and general manager of Corporate Affairs for Latin America. "This acquisition will enable us to amplify LLYC's impact, further driving our evolution to address the new realities. I'm deeply excited to see this deal come to fruition as it materializes a vision that I've shared with Jose Antonio Llorente for years""This milestone fills us with excitement. Over the past 25 years, Dattis has solidified its position as a leading communication company in Colombia," explained Andres Ortiz, Senior Partner of Dattis. "Now, with our integration into LLYC, we're embarking on an exciting new chapter. This marks a tremendous opportunity for our team and boosts our client solutions. It's the realization of a vision that began with Dario Vargas, Dattis' founder, and has been strengthened by our current management team. This acquisition not only benefits our shareholders but also secures a promising future for our organization."Dattis will operate as Dattis by LLYC in 2024, alongside LLYC Colombia, with Andres Ortiz leading Dattis and Camila Gomez Pardo as President. Starting in 2025, under the LLYC brand, Ortiz, Gomez, and Alejandra Aljure, LLYC Colombia's current general manager, will lead the unified structure."Dattis and LLYC share a vision of excellence and added value. Together, we'll explore complementary opportunities to grow our current offering, benefit our clients and nurture our team," said David Gonzalez Natal, LLYC's Managing Director for North Latam.Dattis Comunicaciones, established 25 years ago, is a leading provider of communication services in Colombia. It has over 100 employees, serves 80 clients, and has offices in Bogotá and Medellín, with plans to expand into Peru and Ecuador.The company has established itself as a key partner for many businesses, particularly large national organizations, providing innovative brand reputation management and positioning across corporate communication, crisis management, public affairs, PR marketing, influence, creativity, and content areas.This acquisition aligns with LLYC's Strategic Plan to invest 40 million euros in high-potential markets, solidifying its position as the leader in Colombia and driving accelerated growth in Latin America. LLYC has now concluded its twelfth operation in nine years with this acquisition, including the notable purchase of Lambert in the US for 16.8 million euros, the firm's largest acquisition to date.LLYC operates in 27 locations worldwide and has been recognized as a top global communication company by PR Week and PRovoke. Since 2020, the firm has doubled in size and recurrent EBITDA, with operational revenues growing by 14% last year, reaching 83.1 million euros.

Edelman has appointed Lisa Sepulveda as its first Global Chief People and Culture Officer. Previously serving as the Global Chief Client Officer, Sepulveda will now be responsible for global talent development, recruitment, retention, and addressing the needs of both employees and clients.With 30 years of experience at Edelman, Sepulveda will also focus on fostering the company's culture across its 65 offices. She will report to Global President and COO Matthew Harrington.In addition to her new role, Sepulveda will continue to act as a senior advisor to global clients. Smita Reddy, Global Sector and Client Lead, and Courtney McCraw Bigelow, Managing Director and Global Client Leader, will take on the additional responsibility of managing the global client portfolio.Lisa has played a pivotal role in some of Edelman’s most notable campaigns, including the Dove Campaign for Real Beauty and its ongoing self-esteem initiatives, the eBay/PayPal split, Kellogg’s “Open for Breakfast,” and the transition of Advil and Claritin to OTC. Lisa oversees a diverse portfolio of clients, such as eBay, Johnson &amp; Johnson, Mars, PayPal, Shire, Starbucks, and Unilever. Beyond leading acclaimed communications campaigns for top brands, Lisa is a master mentor. She has been instrumental in launching and nurturing numerous careers, offering guidance, coaching, and motivation to many professionals.Lisa has previously held leadership positions at Edelman and served as the CEO of Euro RSCG Worldwide PR. Before returning to Edelman, she was the President of Global Consumer Marketing at Weber Shandwick.Matthew Harrington said: “Lisa’s track record of cultivating great talent and building destination teams, most recently with the global client leader community, is a hallmark of her career. She is one of the industry’s best mentors and strongest advocates for the importance of culture and belonging. As the workplace and employee experience continue to evolve along with industry and client needs, finding the right balance between those ever-changing dynamics has never been more important.”

The Shipyard, an independent full-service advertising agency based in Columbus, Ohio, has acquired Fahlgren Mortine, one of the top 20 firms in the nation (O'Dwyer's), and the two-time reigning Mid-Sized Agency of the Year as designated by the Public Relations Society of America. "Fahlgren Mortine is recognized as a leader in the industry," said The Shipyard founder and CEO Rick Milenthal. "With our shared values, combined resources and a galvanizing mission of 'Engineering Brand Love' wherever audiences consume media, we are creating the leading independent platform in the country that creates great value for our clients."The Shipyard will maintain the Fahlgren Mortine brand, which will now have access to expanded media buying volume, creative firepower and data and analytics resources.The combined company represents $350 Million in billings, with 400 professionals and 10 offices throughout the country. The companies already share clients in addition to B2C and B2B industry expertise in tourism and economic development, financial services, consumer products, energy, retail, building products, logistics, technology and healthcare.Fahlgren Mortine leadership remains in place with CEO Neil Mortine, and Marty McDonald, who was named president in 2022. Neil Mortine will also be named vice chairman for The Shipyard and Christine Turner will continue as president of TURNER, a subsidiary brand of Fahlgren Mortine since 2014. TURNER focuses on integrated communications for travel, tourism and active lifestyle brands with offices in New York City, Denver and Chicago. Mortine confirmed: "We are certain this is the right next move for Fahlgren Mortine. We complement each other's strengths and specialties with a shared love for our community, bold national vision, and a commitment to doing work that makes a difference."Fahlgren Mortine was previously owned by Eastport Holdings, a leading communications network, which acquired the firm in 2018.The Shipyard announced last August a minority investment from Alaris Equity Partners which provided funding for this strategic investment in growth.

The Pediatric Brain Tumor Foundation (PBTF), an organisation solely dedicated to childhood brain tumors, has named Group Gordon as its public relations agency of record. This exciting partnership will leverage Group Gordon's expertise to elevate PBTF's brand awareness, messaging, and media relations.Through strategic communication initiatives, Group Gordon will play a key role in amplifying PBTF's mission and propelling the organization towards even greater impact. This win came after a competitive agency selection process, with Group Gordon emerging as the ideal partner to support PBTF's goals.Founded in 1991, PBTF is a champion for children and families battling brain tumors. They provide comprehensive support throughout the entire journey, while also being the largest patient advocacy funder of pediatric brain tumor research."At Group Gordon, we are deeply committed to partnering with organizations doing truly impactful work," said Andrew Jarrell, Chief Strategy Officer at Group Gordon. "Our extensive experience with large non-profits and health causes positions us perfectly to empower PBTF's advocacy efforts, expand their reach and influence, and ultimately offer even greater support to the thousands of families facing this unimaginable challenge."

Gregory FCA, one of the top 40 largest public relations firms in the US, has acquired BackBay Communications, a specialized financial strategic communications agency with offices in Boston and London. Based on O'Dwyer's 2024 ranking of financial PR firms, the deal creates the country’s sixth largest financially focused strategic communications firm.The BackBay acquisition is part of Gregory FCA's broader growth strategy and its third acquisition with minority investor Copley Equity Partners. The deal adds to Gregory FCA’s deep bench of financial expertise with a stable of public relations and content professionals, including former journalists and analysts from The New York Times, Money, S&P Global, Celent, and American Banker.“Talent wins,” says Greg Matusky, CEO and Founder of Gregory FCA. “While AI promises to disrupt our industry, talent is still the key driver. Complementing our award-winning, industry-recognized team, BackBay brings an impressive lineup of the brightest minds in strategic communications. We welcome BackBay into our verticalized practice, serving financial services, technology, real estate, healthcare, supply chain, nonprofit, and sustainability clients.”For BackBay, the move provides an expanded suite of offerings through Gregory FCA's investor relations, creative services, and digital marketing capabilities. In addition, BackBay gains access to Gregory FCA’s portfolio of AI tools designed to add efficiencies to agency workflows and amplify client outcomes.BackBay will continue to operate under its trade name, with founder and CEO Bill Haynes leading the 27-person BackBay team as Executive Vice President and Managing Director. Haynes joins Gregory FCA’s New York Managing Director Brittany Bevacqua and newly elevated Chief Operating Officer Brittany Liberatore on the leadership team alongside Matusky and agency co-owner, President and head of Gregory FCA’s financial services division, Joe Anthony.“We are proud of the culture, client base, and firm we have built at BackBay, so it was imperative for us to find a partner that shares our focus, approach, and values. We found that and more in Gregory FCA,” says Haynes. “The acquisition will provide enhanced career opportunities for our team members and additional value-added services for our clients, including Gregory FCA’s pioneering AI-enhanced workflows and its creative center of excellence. We are bringing together the best in the business to usher in the next era of strategic communications for financial services companies.”Both agencies have played significant leadership roles in the financial agency landscape, and their combined expertise positions the firm to handle large-scale clients and those operating in the more nuanced segments of the market. Companies within the wealth management, asset management, private equity, private credit, fintech, wealthtech, insurance, capital markets, banking, sustainable investing, and digital asset sectors will now have an even stronger lineup of experienced, qualified professionals to lead and execute their strategic marketing and communications programs.“BackBay and Gregory FCA are operating with a shared vision for the future, one that brings better strategic and tactical execution to our clients and career opportunities for our people,” says Anthony. “We have led with the approach that industry-specific knowledge is the power we need to make an outsized impact for clients. Our combination with Bill and his team allows us to deliver on that promise to an even greater extent.”In addition to the acquisition of BackBay, Gregory FCA has continued to fuel growth through the effective and responsible use of AI, establishing itself as a thought leader in AI's transformative impact on human communications. The firm's first-mover position in AI development, testing, training, and deployment, and its passion to share its conclusions and findings with the broader communications sector, has led to industry-wide recognition and increased demand for its PR and marketing services. Gregory FCA was recently named to the 2024 Observer Tech & AI Power Player List, honored as a 2023 PR News Top 100 Agency Elite, and was the first-ever recipient of the PRSA Pepperpot Award for AI.

Victim Services Toronto (VST), a lifeline for those impacted by crime or sudden tragedy, has joined forces with Strategic Objectives, a leading PR agency. This strategic partnership aims to significantly increase public awareness of VST and the comprehensive support they offer.Strategic Objectives, now VST's agency of record, will develop a year-long PR programme. This programme will showcase the breadth of VST's services, encompassing everything from safety planning and emotional support to advocacy and crucial referrals.The programme kicked off this week, coinciding perfectly with National Victims and Survivors of Crime Week in Canada. Throughout the year, targeted campaigns will highlight key services, primarily focusing on the Toronto market. However, a national campaign will champion the relaunch of Reclaim, a program specifically designed to help human trafficking survivors across Canada eliminate fraudulent and coercive debt.The communication strategy will bring VST's unique initiatives to the forefront. These include:Trauma Dog Programme: Specially trained canine companions offering emotional support to victims.Revamped Reclaim Programme: Aiding human trafficking survivors across Canada by removing fraudulent debt from their records, empowering their recovery.Victim Crisis Response Programme: Providing immediate support to families and individuals navigating the aftermath of a crime or sudden tragedy.This collaboration with Strategic Objectives aims to ensure that individuals in need are aware of the crucial support readily available through Victim Services Toronto.Victim Services executive director Carly Kalish said: “Every year, our organisation supports thousands of people across the city during the toughest moments of their lives, yet we remain Toronto’s best kept secret. We want to increase our profile and know that Strategic Objectives is the right communications partner to help us. We have long admired their team for its smart approach to raising awareness for difficult and sensitive topics, especially its work to end human trafficking. We can’t wait to work together to help foster a thriving community where people feel safe, supported and empowered.”

Finn Partners, a global integrated marketing and communications agency, has announced significant leadership changes in the Asia Pacific region. These moves aim to solidify their presence and drive further growth.Previously a senior partner, Annouchka Behrmann has been instrumental in securing new clients for Finn's Hong Kong office since joining in 2023. Now, as the new Managing Partner, she'll lead the agency's Hong Kong operations. Her focus will be twofold:Strengthening Finn's position in key sectors like travel & tourism, hospitality, design, wellness, and luxury.Expanding service offerings, particularly in corporate communications and purpose-driven campaigns.Behrmann reports to Howard Solomon, the founding partner overseeing Asia for Finn Partners.Cathy Feliciano-Chon, previously a Managing Director, will now focus on propelling business development, brand strategy, and thought leadership initiatives across the entire Asia Pacific region. Since joining Finn in 2019, she's played a key role in establishing Finn as a leading global travel & tourism agency and managing a portfolio of prestigious brands.Feliciano-Chon reports to both Solomon and Peter Finn, the agency's CEO and founding managing partner."Cathy's expanded role strengthens our regional leadership and positions us for long-term, sustainable growth across APAC," said Solomon, highlighting her extensive experience, proven leadership, and vast network as invaluable assets.Peter Finn acknowledges the crucial role strong leadership plays in their phenomenal growth across Asia. He emphasizes the unparalleled market knowledge and exceptional client service offered by Cathy, Annouchka, and their fellow Asia Pacific leaders.Finn concludes by highlighting Finn Partners' advantages:Extensive regional presenceDeep expertise across various sectors"One Finn" model – providing integrated, full-service solutions with agility and collaborationThese strengths, according to Finn, position them perfectly as the go-to agency for clients seeking top-tier marketing communications solutions.

SourceCode has launched Amplify, an innovative AI-powered tool designed to extend the reach and effectiveness of positive press coverage.Traditionally, earned media success has been measured by the initial article or placement itself. Amplify goes beyond that. This tool utilizes artificial intelligence to analyze media placements and automatically generate additional content specifically tailored for various communication channels. This allows companies to leverage the power of positive press mentions across their entire communication strategy, maximizing its impact.Imagine using positive media coverage to boost employee morale through company-wide emails or social media posts highlighting the recognition. Amplify makes this a reality. Sales teams can create even more compelling content for prospect outreach, featuring media mentions that showcase the brand's value proposition. And for social media managers, Amplify can generate content specifically designed to broaden brand awareness, ensuring earned media coverage resonates across all social media platforms.By automating content creation based on media placements, Amplify tackles a significant challenge for PR professionals: maximizing the return on investment (ROI) from earned media efforts. "Our goal is to ensure each piece of positive press coverage acts as the catalyst for a comprehensive communication strategy," explains Kevin Dulaney, Executive VP and the creator of Amplify.SourceCode isn't just offering Amplify as a tool, they're already using it to benefit their clients. They understand that every company's needs are unique, so they tailor the Amplify process to each client. Factors like the reputation of the media outlet and the messaging reach are considered to personalize the content generated by Amplify.With Amplify, companies can finally turn earned media mentions into a springboard for a strategic and impactful communication campaign, said Robert Tomkinson, CMO at TouchTunes, a current user of Amplify.

Authored By Aman Gupta, Managing Partner, Health Practice Asia Lead, SPAG/FINN PartnersIn times of crisis, organizations face the daunting task of not only ensuring their survival but also playing a meaningful role in the wider community. Senior leadership has a unique and vital position in driving social impact during these challenging times. Their vision, decision-making, and commitment to corporate social responsibility can make a significant difference in how a company navigates crises and supports society.By setting a clear vision and leading with empathy, C-suite executives can align their organizations with community needs during times of crisis. Through swift decision-making, leaders can mobilize resources for immediate relief and long-term recovery. Ensuring transparent communication also builds trust with both internal and external stakeholders. Additionally, fostering collaboration and strategic partnerships amplifies impact, allowing companies to contribute effectively to crisis management efforts.Fostering unity and resilience by setting the tone at the topSenior leaders are the architects of a company’s culture and values. By setting a tone of empathy, transparency, and ethical behaviour that resonates throughout the company, they can inspire their teams to prioritize social impact. They can also create a supportive environment that acknowledges the diverse challenges individuals face during a crisis. Furthermore, transparency builds trust and encourages collaboration, as everyone understands their role in the larger context and works together towards common goals. The decisions and actions made by senior leaders reflect the company’s values and commitment to social responsibility, enabling the organization to adapt and thrive.Mobilizing resources promptly and decisively for the greater goodIn a crisis, swift and decisive action can make a difference. Senior leaders should be proactive in assessing the situation, understanding the needs of their employees and community, and making prompt decisions. By redirecting resources toward community support, such as funding local initiatives, offering expertise, or volunteering time and talent, organizations can become agents of change and hope. For example, reallocating resources to produce personal protective equipment during a health crisis or donating funds to relief efforts during a natural disaster can provide immediate support.Promoting collaboration to maximize benefits for all involvedSenior leadership can facilitate partnerships with other organizations, government bodies, and non-profits to amplify their impact. Collaboration fosters a sense of solidarity and combines resources and expertise, leading to more comprehensive and impactful solutions. For instance, a business may partner with a non-profit organization that has deep knowledge of community needs, while offering financial support or logistical assistance. Partnerships also enable organizations to extend their reach and influence to deliver support where it is needed most. They not only address immediate needs but also lay the groundwork for long-term recovery and resilience.Communicating effectivelyTransparent and open communication is a cornerstone of strong leadership during crises. Senior leaders should keep stakeholders informed of the company’s actions and plans, as well as the rationale behind their decisions. This builds trust and demonstrates the company’s commitment to its values, ensuring alignment across the organization and beyond. Moreover, clear, honest, and consistent messaging helps reduce uncertainty and anxiety. Additionally, providing open channels for communication allows stakeholders to engage directly with leadership and fosters a sense of inclusivity and collaboration. While it is important to remain hopeful and positive, senior leaders must also maintain a realistic outlook. Communicating potential challenges and uncertainties helps manage expectations and fosters a culture of preparedness and adaptability.Making a positive differenceCrises often expose vulnerabilities and gaps in systems and strategies. Senior leadership should use these moments as learning opportunities, assessing their response, and adjusting plans for future resilience. By fostering a culture of continuous improvement, leaders can better prepare their organizations for future challenges.By embodying empathy, decisiveness, and a commitment to social responsibility, senior leaders can guide their organizations through challenging times while making a positive difference in the world. In doing so, they not only build stronger communities but also establish a lasting legacy for their company and its stakeholders, ultimately shaping a better future for all.DISCLAIMER: The views expressed are solely of the author and ThePRPost.com does not necessarily subscribe to it.

Publicis Groupe has appointed Nannette LaFond-Dufour as Chief Impact Officer. In this newly created global role, Nannette will be responsible for driving immediate impact across the Groupe’s long-term ESG commitments. These include Publicis’ ambitious SBTI-approved climate goals, its concrete diversity, equity and inclusion action plans, as well as its flagship initiatives like the Working with Cancer pledge and the Women’s Forum for the Economy & Society. A leading industry figure over the course of her 30-year career, Nannette joins Publicis from McCann Worldgroup where she was Chief Client Officer and McCann’s inaugural Chief Sustainability Officer, responsible for driving sustainability goals across its global environmental footprint. Nannette will head a centralized team in cultivating and partnering with the Groupe’s ESG community around the world. Together, they will design and deploy a consistent strategy on impact, with clear and measurable KPIs, to enhance and expand Publicis’ existing initiatives and implement new ones, at the service of its teams and its clients. Her appointment underscores Publicis’ ongoing commitment to creating positive change through environmental and societal impact. Consistently ranked first in the industry by leading ESG rating agencies, in the past year Publicis was the only holding company in the sector to appear in the S&P Yearbook, which evaluates the sustainability efforts of global businesses. Through the Working with Cancer Pledge, over the last 18 months the Groupe has also rallied more than 1500 of the world’s most iconic companies to commit to erasing the stigma of cancer in the workplace. Nannette will join the Groupe’s Management Committee and report directly to Arthur Sadoun, Chairman & CEO. She will work hand in hand with Agathe Bousquet, President of Publicis France and Directoire+ sponsor for ESG. “With the Directoire+ we are delighted to welcome Nannette to the Groupe” said Arthur Sadoun. “Thanks to our transformation, we have been outperforming the industry on every business and financial KPI for the past four years. But we know that for our growth to be truly sustainable, on every front, it also needs to be responsible. That’s why we have also worked to lead the way through our best-in-class ESG initiatives. With Nannette on board and her proven expertise in delivering impactful change with some of the world’s biggest companies, we are confident we can take our ESG agenda even further, faster, for the good of our people, our clients, and our planet. “ "I deeply admire the work that Publicis has done to transform itself, demonstrating both the ability to anticipate the future, and do the hard work required to prepare for it through tangible environmental and societal commitments. At this moment when evolution is the mandate on every front, I look forward to joining such a visionary, courageous and agile team" added Nannette LaFond-Dufour.

Nestlé Canada has selected Citizen Relations as the Public Relations Agency of Record (AOR) for its confectionery division. This follows a competitive agency selection process.Citizen Relations will be responsible for:Media Relations: Both traditional media coverage and influencer marketing for Nestlé's confectionery brands, including Aero chocolates and Kit Kat bars.Brand Activations: Creating engaging experiences to promote Nestlé's confectionery products.Citizen Relations will also provide PR support for other Nestlé brands beyond confectionery.Previously, Nestlé Canada collaborated with various agencies on a project-by-project basis for different brands. These included Rethink for Kit Kat, Golin for Essentia Water, Strategic Objectives for Nescafé, and Zeno for Häagen-DazsJenn Duggan, president of Citizen Relations Canada (Ontario & West), said: "There’s so much delicious potential we can unlock for a brand that’s a staple in almost every household. And we’re thrilled for the opportunity to partner with such a talented and passionate group of brand leaders.”

We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive column – PR Conversation – Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Arneeta Vasudeva, National Head, PR&I, Ogilvy India, delves into the current trends in the reputation economy, focusing on India in 2024. She explores how the reputation economy has evolved over the years and sheds light on the challenges and opportunities it presents.Additionally, Arneeta discusses the importance and impact of data-driven storytelling in the PR industry, showcasing how Ogilvy PR&I is leveraging data for effective communication strategies.What are the current trends in the reputation economy in India in 2024? How has the reputation economy evolved over the years in India?Speaking of reputation economy, one can see how brands are affected in today’s VUCA world. The intangibles play a huge role in building the value of brands. By ‘intangibles’ I mean factors such as customer endorsements, employee support, validation from industry, governments, and other influencers, that go on to add to the credibility of a brand.These are high value endorsements gained over time and with fast evolving platforms of digital and social, companies and brands must recognize the power and influence these channels have on their long-standing reputation.In the past five to seven years, digital platforms have provided numerous opportunities for businesses and brands to expand. This surely points to the significance of reputation economy in present times.As mentioned earlier, a large part of a brand’s valuation today hinges on intangible factors. This is deeply intertwined with the ongoing digital evolution and the changing social landscape, shaping how brands and individuals are perceived in the market.How does online reputation have real world outcomes for brands and individuals?From a communication standpoint, brands are delivering on their messaging and engaging customers, and a significant part of these interactions are happening through the digital ecosystem, often in real time. The space has indeed evolved into an opportunity to communicate more openly and freely, as well.In such a scenario, it is crucial to understand what you communicate holds great importance. Therefore, one must closely weigh in factors of authenticity, credibility, and genuineness, while putting outcontent. With that, it also becomes equally important to monitor and track online conversations and build an efficient and effective response mechanism.What are some of the best strategies implemented by brands for managing online reputation?As mentioned earlier, diligent monitoring is essential in this fast-paced digital landscape, where everything happens real-time. Having a prompt and efficient response mechanism is the key to managing a lot of the chatter that goes on in this space. On social and digital platforms, maintaining pace is totally vital, alongside being responsive.Some of the ORM tools we use help in building efficiencies, but reading into the overall sentiment and drawing an assessment is very important. It goes without saying, timing and relevance is at the center of creating the right content and response strategy.What are the challenges and opportunities in the reputation economy in India?The opportunity is huge as it opens up new avenues for brands to build their story. However, with this freedom of space and time, digital platforms also throw in a lot of uncertainty. It is difficult to always predict or preempt what may come your way. True for a lot of categories like food delivery and online shopping, for instance, where customer grievances can turn into a big dent in their reputation. While this may have nothing to do with the brand itself, there are consequences and fallouts of how the experience may end up being a negative.These operational challenges are part of everyday business, often affecting a brand’s reputation. In that sense, evaluating the digital ecosystem you work with becomes an important part of the overall customer journey and experience.What are the PR trends for 2024? How is AI being leveraged in the PR industry and where is the PR industry headed in the next five years?In today’s interconnected world, we shouldn’t be operating in silos. The boundaries between PR, advertising, and digital are blurring, with data, digital and AI, shaping our reality. This means being channel agnostic and adopting an idea-led and integrated approach to communications, is the way forward and we must embrace it.What is the importance and impact of data driven storytelling in the PR industry? How is Ogilvy PR&I utilizing the same?The role of data is crucial in supporting facts, credibility, and insights. From a communications and PR lens, this is absolutely key in shaping ideas for our clients and their brands. And even more today, as we get to see the interplay between data, digital and AI. One feeds and supports into the other, which actually amounts to a huge data paradox, if I may say so. There is data in abundance out there, and it is our job to make sense of it and channel this into creating meaningful content and assets for our brands.

Kaizzen, a leading independent Communications Agency, announces the strategic appointment of Ankita Malik as Vice President-North. With more than 14 years of experience in the communications industry, Ankita brings a wealth of expertise in crafting impactful strategies and fostering client relationships.Ankita's appointment underscores Kaizzen's commitment to enhancing its presence and service offerings in the Northern markets. In her new role, Ankita will spearhead initiatives to drive growth, expand client engagement, and elevate Kaizzen's standing as a trusted partner for strategic communications solutions across verticals."We are thrilled to welcome Ankita to our team as Vice President for North," said Vineet Handa, CEO, Kaizzen. "Her proven track record of delivering results and her deep understanding of the communications landscape will be instrumental in propelling our North operations to newer heights. Ankita's strategic vision and leadership will undoubtedly reinforce Kaizzen's position as a preferred communications partner in the region."Ankita’s expertise spans technology, telecommunications, auto, and lifestyle sectors. With her dynamic leadership, Ankita is poised to deliver top-notch services and drive competitive advantages for products and services, bolstering Kaizzen's revenue portfolio.Welcoming her to the team, Nikhil Pavithran, Group President, Kaizzen said, “Ankita’s experience will not only help us in growing Kaizzen’s portfolio but will also be instrumental in expanding our other specialized verticals. With her appointment, we reaffirm our commitment to fostering diverse leadership perspectives and working towards a more inclusive organization. I welcome her formally on-board and wish her the best.” "I am excited to embark on this new journey with Kaizzen and contribute to the company's continued success," said Ankita Malik. "The opportunity to lead the North operations presents an exciting challenge, and I look forward to collaborating with the talented team at Kaizzen to deliver unparalleled value to our clients."Ankita has served on senior counsel teams and contributed to renowned PR consultancies such as Zeno Group, MSL Group, and Six Degrees BCW. She has also led marketing communications for notable brands like Intex Technologies and Comio Smartphones. With over 14 years of experience, Ankita has managed brands across India, China, the USA, and APAC regions, showcasing her versatility and global perspective. Based in New Delhi, she brings a wealth of international expertise to her role at Kaizzen.

There has been in increase in diagnosis of mental health conditions in the PR industry, according to new research carried out by the Public Relations and Communications Association (PRCA) and the Chartered Institute of Public Relations (CIPR).The research – conducted by Opinium – revealed that on average, 91% reported poor mental health in the last 12 months. Meanwhile, the proportion of PR professionals that have been diagnosed with a mental health condition has risen from one in four (25%) to a third (33%).The number of PR professionals who find their jobs stressful has stayed consistent year after year. In fact, three out of ten (29%) continue to rate their stress levels within the range of 8-10 (with 10 being extremely stressful). This figure has remained stable since it first rose from 26% in 2021.As in past years, PR professionals continue to have a higher risk of poor mental health than the general UK workforce. In the last year, 63% of UK workers report having poor mental health.Before the pandemic around 70% of UK PR professionals worked from an office all the time. This is now down to 9%. Professionals largely agree that working from home has positive aspects, with 81% appreciating a better work-life balance and 78% finding the lack of commute good for mental health.Other key findings:  An average wellbeing score of 45.3, indicating a slight decrease from the previous year.  60% of respondents have told someone at work that they have struggled with their mental wellbeing, up from 51% last year.  59% said that having too much work to do is the biggest barrier for taking time off to deal with mental health.  58% cited an overwhelming workload as a key source of workplace stress.  60% reported that having too much work is the biggest barrier to taking time off for mental health reasons.PRCA CEO, James Hewes, said: "Amidst the rapid evolution of the PR industry, we must refuse to normalise stress as an inherent part of our culture. The past five years have brought significant change, with more on the horizon. As we navigate the shift to hybrid work environments, it's urgent to grasp the implications for our workflows and communication dynamics. A constant barrage of updates can hinder focus, and an 'always-on' mentality isn't sustainable. It's time for leaders to amplify the conversation on mental health. While progress has been made in acknowledging and addressing mental health challenges, lip service alone won't suffice. We must ensure our actions match our words. By prioritising wellbeing, we pave the way for a healthier, more resilient workforce, benefiting both our businesses and our people."CIPR CEO, Alastair McCapra, said: “I am immensely proud of this partnership and the publication of this year's mental health audit. The findings shed light on the progress we've made and the challenges that still lie ahead. Notably, the data reveals an issue that is both unacceptable and unsustainable, with workload stress remaining the primary culprit.The report marks another pivotal moment in our journey toward creating a healthier, more supportive future for our industry. I encourage our respective members and the wider profession to carefully consider these insights and share them with your teams. By working together and taking decisive action, we can drive meaningful change and build a resilient, future-ready, and thriving PR profession.”