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, Shalini Singh, Group Head-Brand and Communications, RPG Group, speaks in length about her role at RPG Group, the #ChangetheStory sustainability project, RPG Group’s approach to sustainability communication, and much more.How has your journey been like so far? How did you transition into the role of Group Head - Brand & Communications at RPG Group?My professional journey began with a world class company, Arvind Mills, which was a global organization, ahead of its time. I learned a lot by setting up the communications function for this dynamic company and also worked on interesting brand launches and campaigns. In the dynamic era of the Y2K, I had the privilege of working with renowned companies like Kale Consultants and Bharti Tele-Ventures. These enriching experiences laid the foundation for my career in corporate communication.I have spent over 6 years of my career heading Corporate Communications, CSR & Sustainability at Tata Power, spearheading sustainability initiatives. Sustainability has always been my passion. Club Enerji & Act for Mahseer are a few of the properties we initiated at Tata Power, which have grown humongous now.My next stint was at Lafarge Holcim, where I took on the role of Head of Corporate Communications and Sustainability, for its two Indian entities- Ambuja and ACC. This was an interesting chapter of my career, where I first facilitated the brand transition from Lafarge Holcim to Holcim in India. Later, I facilitated brand transition during the takeover of companies from Holcim to Adani. At ACC and Ambuja, our sustainability projects, like #ChangetheStory, got global recognition.Transitioning into the role of Group Head - Brand & Communications at RPG Group was a natural progression, where I leverage my expertise to drive impactful brand strategies aligned with the group’s vision and values. The Group’s brand promise is – Hello Happiness, which endorses happiness for all. Sustainability is among the Group’s key focuses.It’s been an enriching journey marked by continuous learning, growth, and contributing my bit to the plant. Experience in varied sectors like Power, Cement, IT, Telecom, Pharma, automotive and Textiles & Garments has given me a nuanced and holistic perspective that helps both professionally and personally.How do you approach integrating sustainability practices into the overall brand communication strategy for RPG Group?Sustainability is an integral part of RPG Group’s brand identity. We ensure that sustainability principles are embedded into every aspect of our communication strategy, from product messaging to corporate storytelling.RPG Group and its companies are purpose-driven entities and our focus is creating long-term impact. For instance, our most recent sustainability campaign is a mega plantation drive wherein the group has pledged to conserve, restore, and grow one million trees by 2030. So, it is more of a long-term project than short.Our approach to sustainability communication begins by aligning with the overarching vision and goals of the Group and its diverse business entities. For instance, CEAT Ltd, our flagship company, has set a target to reduce its carbon footprint by 50% by 2030, while KEC International aims to decrease greenhouse gas emissions intensity at its manufacturing plants by 20% by FY26. Similarly, Zensar Technologies, another RPG Group entity, has pledged to achieve net-zero greenhouse gas emissions by FY 2040. Through these goals, we strive to lead by example for the industry. By leveraging our brand communication channels, we aim to amplify our sustainability initiatives, raise awareness among stakeholders, and inspire collective action towards environmental conservation.Moreover, our sustainability communication strategy revolves around shared commitments to UN Sustainable Development Goals (SDGs), encompassing objectives such as circular economy practices, water management, energy efficiency, and carbon neutrality.In essence, sustainability is not just a checkbox for RPG Group; it’s a fundamental principle that guides our decision-making and shapes our brand identity.With your extensive experience across various industries, how have you seen the landscape of brand communication evolve over the years?Branding and communication industry has evolved tremendously over the past few decades. This is majorly driven by technological advancements. We have witnessed consumer behaviour changing and focus shifting. Sustainability is now mainstream. I began working 4-5 years before the Y2K; this was the time when we had newly begun embracing digital and incorporating the web in every business function. Communication was no different.Over the years, we have witnessed a significant shift towards digital platforms, enabling more targeted and personalized communication strategies. The traditional media simultaneously have also reinvented themselves, thus changing the dynamics. This industry keeps one on their toes, as agility in evolving with the times is of key importance.As digital media continues to thrive, the scope of PR and corporate communications has expanded, encompassing reputation management, stakeholder engagement, and crisis response. In this dynamic environment, integrated communication strategies that seamlessly blend traditional and digital channels have become imperative for building brand resilience and fostering meaningful connections with audiences.What are some key challenges you faced in your role, and how did you overcome them?As Chief - Corporate Communications, CSR & Sustainability, navigating the complex landscape of stakeholder expectations and balancing short-term goals with long-term sustainability objectives posed significant challenges. However, by fostering collaboration across departments, leveraging data-driven insights, and fostering a culture of transparency and accountability, we were able to overcome these challenges and drive meaningful progress. During crisis management, meticulous scenario planning and responsiveness help build trust with our stakeholders.You have also been the Chairman of the POSH Committee. What strategies did you implement to promote a safe and inclusive work environment within your organizations?As Chairman of the POSH Committee, promoting a safe and inclusive work environment was a top priority. We implemented robust policies and procedures to prevent and address instances of harassment, while also fostering a culture of respect and diversity through awareness campaigns, training programs, and employee resource groups. By prioritizing all employees’ well-being and accountability, we created a workplace where everyone feels valued and supported.In your opinion, what are the essential qualities or skills required for a successful career in integrated communications and sustainability?Deep understanding of business, strategic thinking, adaptability, and a passion for driving positive change are essential qualities for success in integrated communications and sustainability. Staying updated with the latest trends and developments, being empathetic towards diverse perspectives, and fostering collaboration across disciplines are also critical for navigating the dynamic landscape of corporate communications and sustainability.Could you share a memorable experience or achievement from your career that you are particularly proud of?There are many memorable experiences, but chief of them are being amongst Asia’s Top Sustainability Superwomen List of Honor (2019) by GRI for note worthy contributions to building the nation and putting it on a roll-journey leveraging futuristic insights and contributions in the areas of Communication, CSR and Sustainability. The second one being Holcim’s #ChangeTheStory campaign, which is indeed something I look back at and reflect upon. The initiative was special as it not only raised awareness about critical sustainability issues, but also mobilized stakeholders towards collective action. And that is an example of the power of integrated communications in driving positive change.A standout aspect of the #ChangeTheStory campaign was the introduction of bubble barrier technology, a cutting-edge innovation designed to remove plastic waste from waterways. I believe, #ChangeTheStory is remarkable in the sense that it created a tangible impact on the environment. By leveraging sustainability measures supported by advanced technology, we were able to make a lasting and measurable difference in our surroundings. It reinforces the power of collective action in driving positive change. I believe that is what won us the various awards and global recognitions.
