I have joined Jaipur Rugs as Assistant General Manager for PR and Marketing. Jaipur Rugs operates as a family-owned business, collaborating with 40,000 rural artisans, 85 percent of whom are women. Established in 1978 with only two looms, the company has grown to manage over 7,000 looms and exports its products to more than 90 countries. Headquartered in Jaipur and pan across the country. The company has a total store count of 19, including international flagship stores in Milan, Dubai, London, and Singapore.   In this role, I will be handling communications on behalf of the brand as well as leadership profiling for our company’s spokespeople. As a brand, Jaipur Rugs believe in utmost quality and transparency. A single carpet goes through 90 sets of hands and hence Nand Kishore Choudhary, Founder of the brand always says “We don’t just sell carpets, we sell a family’s blessings.”

Authored by Jyotsna Dash Nanda AVP, Corporate Communications DS GroupInfluencer marketing has revolutionized the landscape of public relations, transforming how brands connect with their target audiences. This shift from traditional advertising to leveraging the influence of digital personalities has become a cornerstone of successful PR campaigns. And it is only growing.Social media platforms have empowered a these influencers, almost like celebrities, who wield significant control over their followers. Recognizing this potent force, brands are increasingly collaborating with these digital personalities to tap into their engaged audiences.One of the key advantages of influencer marketing is its ability to humanize brands. Unlike traditional advertising which is one way, which can often feel impersonal and inauthentic, influencer marketing allows brands to connect with audiences on a more personal level. Influencers seamlessly integrate brand messages into their content, making them feel like genuine recommendations. This resonates with audiences who are increasingly wary of overt advertising.Building strong relationships with influencers is now paramount for PR professionals. Instead of solely relying on mainstream media, they are recognizing the value of collaborating with digital influencers who can shape public opinion. Crafting compelling narratives that resonate with both influencers and their audiences has become a crucial skill in the modern PR toolkit. There was a time when we did test drives with select media spanning 2/3 days. Today the scenario has changed and its spread across 5 days with digital influencers gradually taking centrestage.The rise of micro-influencers – those with smaller but highly engaged and relevant followings – has further democratized influence. These influencers often have niche audiences, allowing brands to target specific demographics with precision. This personalized approach ensures that the right message reaches the right audience at the right time.India, with its burgeoning middle class and rapid digitization, presents a significant opportunity for influencer marketing. The Indian retail market is poised for substantial growth, with Tier II and III cities emerging as key growth hubs. To effectively reach consumers in these markets, brands need to identify and collaborate with local micro-influencers who have strong connections with these communities.Measuring the impact of influencer marketing campaigns is crucial. PR professionals are utilizing data analytics to track reach, engagement, and overall campaign effectiveness. This data-driven approach allows for continuous optimization and ensures that future campaigns are more targeted and results-oriented.Influencer marketing is not merely a trend; it's an integral part of modern PR strategy. By selecting the right influencers, fostering genuine relationships, and leveraging data analytics, PR professionals can effectively champion their brand's vision and drive business growth.As social media continues to evolve, PR professionals must remain agile and adapt their strategies to harness the power of emerging influencers. The future of successful brand communication lies in understanding that influencers are not just conduits for brand messages, but strategic partners in shaping narratives

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Dolly Tayal, Managing Director, Burson Genesis, delves into the PR industry and the Indian economy as a whole. She discusses the trends and developments that shaped the industry during the year, along with Burson Genesis’ performance in 2024. Tayal also sheds light on the trends, innovations, and developments expected to dominate the PR industry in the coming year, as well as the headwinds and tailwinds she foresees.PR industry and Indian economy as a wholeThe year 2024 was a critical one for us as India emerged as a significant economic and geopolitical power and the fastest-growing major economy in the world. Currently, our country’s economy is at the convergence of strong growth and moderating inflation. The General Elections have also resulted in a third consecutive term for the government, making it one of the most stable periods for governance for the country. All this has had a cascading effect on India’s economy.Offering a glimpse into India’s promising future, the World Bank mentioned that the economy is growing at a healthy pace while navigating seamlessly through global crises. I think the word ‘resilient’ aptly defines India’s economic growth trajectory, and 2025 will be a testament to the same. Smoothly overcoming the pitfalls, India is poised for growth and prosperity in the coming year and beyond. PR Industry’s performanceNever has there been a more critical need for the PR and communications sector than now. Given the growth opportunities for businesses in India and the evolving landscape of multiple stakeholders, we are in the right industry at the right time. With so much influx around the world, there is a lot of pressure on companies to build and protect their reputation capital. Gone are the days when you could take a linear approach to communications. You have to operate with a multi-stakeholder approach. And the sector in India is continuously building capabilities and capacities to do that, in terms of messaging as well as channels.Key trends and developments that dominated 2024Among the many trends shaping the PR and communications landscape in 2024, three remarkable developments that stand out are: an increased influence of technology, the evolution of storytelling to engage target audiences and crisis management.AI has fundamentally changed the way we work in the industry. One aspect of it is generative AI, which has opened new opportunities for creating content in various formats. The other, bigger aspect comes from AI-driven data analytics. By enabling data-driven decision-making, leveraging algorithm-driven insights, seeking content suggestions, ensuring personalisation of campaign strategies and more, AI is helping reinvent PR and communications. And this year showed us that it is here to stay.Today, PR is more than just telling stories; it is about creating engaging experiences that audiences will want to return to frequently. It’s about participating in or experiencing the story.We have also seen reputation management emerging as a key element of PR this year. Today, when information travels at lightning speed, fake news and rumours can spread rapidly and threaten to bring down carefully built brands. This is where the role of effective crisis management comes into play. It is not an ‘if’ but a ‘when’ and AI is proving to be a powerful ally in navigating these complexities.Burson Genesis performance in 20242024 was truly a landmark year for us marked by two significant milestones: the formation of Burson and celebrating our 32-year-old journey in India.The transition to Burson has been a truly remarkable experience because it has infused new energy into our people. It stands as the global leader in communications, purpose-built to help clients create value through reputation. We have a truly global company which is not just a company with offices across the globe. The level of global collaboration we have here is unprecedented. We combine exceptional communications expertise, AI-first technologies and creative firepower to build reputation and continually reinvent how it’s done.Our 32nd Founder’s Day was all about commemorating our legacy and seasoned expertise. Moreover, with our teams’ bold, bright and cut-through creative work, we won 80 awards this year across PR, marketing and digital platforms in India and APAC. We also had some big business wins and became the strategic communications partner for some of the prominent industry players. All in all, it was a truly momentous year, and we are hoping 2025 will be even better and brighter.PR trends, developments, innovations in 2025The International Monetary Fund (IMF) has predicted that India will become the fourth-largest economy in the world in 2025, surpassing Japan. That, combined with key bilateral and multilateral alignments, reforms in the trade policy and global emphasis on diversification, including a China+1 strategy, place India in an advantageous position in the global landscape. India’s continued focus on infrastructure investments, growing domestic consumption and rising soft power only add to this position. The vision of Viksit Bharat (Developed India) by 2047 brings all this into perspective and sets the country on a path where it uses its growing economic strength, geopolitical equity and cultural heritage to help India shed its ‘developing’ tag.The public relations sector in the country has to both support as well as facilitate this forward movement. The multiple stakeholders who will bring alive this growth story will need to be engaged with bold and persuasive integrated communications with public affairs, ESG communications, employee communications, creative content and of course, AI-driven data analytics and intelligence.Expectations from 2025As Burson, we are committed to building and protecting reputation. Our focus this year will be on building a unique proposition for our three brands – Burson Genesis, Hill & Knowlton and GCI Health India. With our expert team and focus on innovation and creativity, we are confident we will develop strategies that create reputational capital for our clients with unrivalled intelligence, innovation and impact.Burson is investing heavily in learning and development initiatives so that our people are not just equipped for today but become future-ready as well. Its growth mindset ensures the team has access to an environment that thrives on constant learning. Our one-of-its-kind initiative, Burson India School of Learning, has been pivotal in nurturing talent for two decades now. What started as an initiative to support the people within the organisation is now making significant strides in contributing to the industry’s growth as well.Headwinds and tailwinds expected in 2025In 2025, the public relations landscape in India will see increased competition and the challenge of maintaining authenticity amid continued technological changes, particularly with AI integration. There will be increased scrutiny on businesses to deliver on ESG mandates while ensuring growth. The communications will need to deliver both counsel and content to help businesses with that.Conversely, tailwinds will arise from the rise of hyper-personalisation in campaigns and the growing importance of purpose-driven communication, which aligns with consumer values.At Burson, we view these challenges as learning opportunities. We are confident we will be able to navigate all the complexities and capitalise on emerging opportunities for growth, just like we have been doing over the years.

The public relations (PR) landscape in India, like the global market, is undergoing significant transformation as we step into 2025. With the convergence of economic pressures, technological advancements, and changing consumer and media dynamics, PR professionals face both challenges and opportunities. The rise of PR professionals and the decline of journalists have created a competitive space that demands sharper storytelling, deeper relationships, and innovative approaches. Media houses in India, much like those in the West, have seen journalist layoffs, leading to smaller teams covering more beats. As a result, PR campaigns must stand out by offering exclusive, well-researched stories rather than generic pitches. Personal connections with journalists, niche expertise, and high-quality data are now vital to securing coverage. Moreover, journalists are increasingly sourcing stories from platforms like X and LinkedIn, requiring PR professionals to stay active and engaged on these channels.In India, the use of video as a core component of PR campaigns is becoming essential. With affordable data and smartphones, video content reaches audiences in Tier 2 and Tier 3 cities effectively, transcending language barriers and fostering deeper engagement. Platforms like Instagram, YouTube, and regional apps such as Inshorts-Public App making video a preferred format for many media outlets and consumers. PR professionals can enhance their campaigns by integrating short, impactful videos that illustrate their narratives, whether through on-ground impact visuals for sustainability initiatives or customer testimonials for product launches.The Indian market’s emphasis on purpose-driven campaigns is also growing. Consumers and media alike are rewarding brands that prioritize sustainability, ethics, and societal value. Many large companies  have demonstrated how aligning business goals with larger societal issues, such as renewable energy or plastic neutrality, can create narratives that resonate deeply with audiences. For PR professionals, this means crafting stories that highlight not just what a brand offers but what it stands for.As the industry evolves, the focus has shifted from quantity to quality. Media lists are shorter, but relationships with journalists are more meaningful. The reliance on data and insights, coupled with personalized, authentic storytelling, is now essential. As PR professionals compete for shrinking media real estate, the ability to adapt to these changes, embrace digital tools, and build trust with journalists will be critical to thriving in 2025 and beyond.

JonoJug Communications Pvt Ltd, a new-age public relations and integrated communications firm, officially announces its launch today, bringing a distinctive approach to the communications landscape. Spearheaded by Khamsang Phukon, a seasoned PR leader with over 12 years of experience, the new entrant in the industry is set to redefine how brands engage with audiences by offering innovative solutions tailored to the expectations of today’s dynamic markets.JonoJug Communications is rooted in the ethos of authentic connections, as its name draws inspiration from the Assamese term "JonoXonjug," meaning "connecting with people." The agency intends to bridge the growing gap between traditional PR practices and the expectations of new-age businesses by establishing impactful relationships by crafting stories that resonate deeply with audiences. Its suite of services includes PR, Strategic Consulting, Crisis Communication, Influencer management, Spokesperson Training, and Digital PR—offerings that are specifically designed to address the evolving challenges faced by modern brands.Khamsang Phukon, Founder & CEO of JonoJug Communications, shared her thoughts on the agency’s launch: “Over the years, I have witnessed the PR industry undergo transformative changes, driven by the unique challenges and ambitions of modern brands. JonoJug Communications is a result of these learnings and experiences—a platform that seeks to offer brands a voice that is clear, engaging, and impactful. The name ‘JonoJug’ holds personal significance for me, reflecting my belief in the power of human connection, which lies at the heart of everything we do. Our journey begins today, but our vision is long-term: to help brands craft narratives that are not only compelling but also meaningful in building trust and lasting relationships.”JonoJug’s strength lies in its dedicated team of skilled professionals who bring years of experience across diverse industries, including consumer tech, FMCG, education, startups, lifestyle, hospitality, real estate, fintech and more. Their deep understanding of the changing PR landscape, combined with a passion for innovative solutions, enables JonoJug to efficiently cater to the evolving needs of brands. This collective expertise empowers the agency to craft strategies and campaigns that not only resonate with target audiences but also deliver tangible results.Unlike traditional PR firms, JonoJug Communications is focused on addressing pain points unique to the current market. These include the need for data-driven strategies, precise storytelling, and digital integration. It places emphasis on compelling narratives that resonate deeply and strategies informed by modern communication trends. With its experienced team and a commitment to meaningful connections, JonoJug is poised to redefine how brands connect with their audiences in an increasingly competitive environment.

Confiance Communications, an integrated communications agency known for its expertise in brand-building across genres and scales, has secured the PR mandate for Beyond Appliances, an emerging pioneer in India's smart kitchen appliances sector. Building on the legacy of Mukunda Foods' expertise in commercial kitchen automation, Beyond Appliances is transforming Indian kitchens through its advanced product portfolio, including the AI-powered Orion Kitchen Chimney and versatile Dorado Convertible Hobtop.Under this mandate, Confiance Communications will spearhead Beyond Appliances' comprehensive communications strategy, focusing on amplifying the brand's tech-forward approach and market leadership in the smart kitchen solutions space. The agency will develop strategic narratives highlighting Beyond Appliances' journey and emphasising its commitment to transforming Indian kitchens through cutting-edge technology. Confiance will focus on showcasing Beyond Appliances' product features, technological excellence, and vision for the future of Indian kitchens.Bushra Ismail, Founder & Chief Strategist Confiance Communications, said: “Beyond Appliances represents the perfect fusion of advanced technology and everyday utility in Indian kitchens. We are excited to partner with them at this transformative juncture, wherein the brand can benefit from our strategic storytelling prowess. Through this partnership, the brand will be recognised for its unique approach to making premium kitchen technology accessible and meaningful for Indian homes. Our focus will be on showcasing their technological innovations that address everyday kitchen challenges while positioning them as pioneers shaping the future of smart kitchen solutions in India.”Eshwar K Vikas, Co-Founder & CEO, of Beyond Appliances, said: “As we expand our smart kitchen ecosystem across India, partnering with Confiance Communications strengthens our mission to transform Indian kitchens. Their nuanced understanding of technology brands and proven expertise in the consumer space align perfectly with our vision to bring professional-grade technology into everyday homes. Through this collaboration, we aim to showcase how our solutions make sophisticated kitchen technology accessible and meaningful for India's increasingly tech-savvy homeowners.”Founded by seasoned publicist Bushra Ismail in 2019, Confiance Communications has established a strong foothold as one of India's most reliable and outcome-driven PR agencies, particularly within the startup and venture capital ecosystems. The agency has an exceptional track record of catapulting the media and digital presence of over 90 organisations in India and abroad. Confiance's esteemed clientele includes notable brands like The Quorum Club, Leo Capital, Nutrabay, Turkiye Tourism, Salad Days, Transition VC, Bureau ID, Hoi, PlanetSpark, and Khyaal, among other distinguished names. Additionally, the agency has successfully partnered with listed entities such as TIL Limited, ProcMart (part of IndiaMART), and Just Herbs (acquired by Marico), among others.

Max Level, a holistic marketing and PR agency built by gamers, has bagged the PR mandate for S8UL Esports and 8Bit Creatives, India's leading Esports and gaming content organizations. This partnership marks another significant milestone for Max Level as it continues to strengthen its client portfolio in the gaming and esports sectors. S8UL Esports is an Indian Esports powerhouse, founded by Naman Mathur, aka Mortal, Animesh Agarwal, aka 8Bit Thug, and Lokesh Jain, aka Goldy. Boasting a roster of 26 marquee gamers, S8UL has been at the forefront of pioneering Indian esports and gaming, consistently breaking new ground in the industry.  S8UL is India’s first and only organization to win the prestigious Content Group of the Year award at the global Esports Awards, having achieved this remarkable accomplishment for three consecutive years. Furthermore, S8UL Esports has also secured back-to-back awards at the MOBIES awards, recognizing its significant contributions to the mobile gaming industry. In addition to these accolades, S8UL's Pokémon UNITE team has represented India globally, proudly competing at the World Championships for the past two years. Max Level will play a pivotal role in amplifying S8UL's achievements, enhancing its brand visibility, and strengthening its connection with fans, industry stakeholders and the broader gaming community. The agency aims to leverage its deep industry knowledge and strategic communication expertise to highlight S8UL's contributions to the global gaming and esports ecosystem. Commenting on the partnership, Animesh Agarwal, aka 8Bit Thug, Co-Founder of S8UL and 8Bit Creatives said, “At S8UL and 8Bit Creatives, our vision has always been to set benchmarks in Indian gaming, esports, and content creation while fostering a community that thrives on innovation and excellence. As we expand our horizons, Max Level’s deep understanding of the gaming ecosystem and strategic communication prowess make them an ideal partner to amplify our journey. Together, we aim to not only celebrate our milestones but also shape narratives that inspire the industry, champion Indian talent, and spotlight the transformative potential of gaming on a global stage. This partnership is a step forward in realizing our goal of making India a formidable name in the global gaming, creator economy, and esports arena.” S8UL is also the parent entity of IQOO SOUL, one of India’s oldest and most distinguished esports teams. Being the nation’s first Indian team to secure a title sponsorship with a mobile manufacturer, they recently won the Battlegrounds Mobile India Masters Series (BGMS) Season 3, the country’s only televised esports tournament. Last year, S8UL’s co-founders, Animesh and Mortal, along with one of their content creators, Payal Dhare aka PayalGaming also engaged in a groundbreaking discussion with Prime Minister Narendra Modi to discuss the future and growth of the Indian esports and video gaming industry. Siddharth Nayyar, Co-founder and Chief Revenue Officer at Max Level, shared his vision for the partnership: "S8UL and 8Bit Creatives are trailblazers in the Indian gaming industry, and we are honoured to be part of their journey. Animesh and I have been friends for a long time and have worked together in various capacities throughout our journey and hence, it is absolutely exciting to work on the PR and communications of S8UL and 8Bit Creatives together. Our goal is to amplify their success stories and bring their innovative spirit to the forefront of the global gaming community. This partnership is another significant step for Max Level as we continue to help shape the gaming and esports ecosystem.” With an impressive clientele that includes NODWIN Gaming, 88 Games, CyberPowerPC, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, ASUS ROG, HyperX and more, Max Level has established itself as a trusted name in the industry. The agency remains committed to delivering tailored B2B services that resonate with gaming and esports audiences across the globe. Max Level’s expertise in strategic communications and deep understanding of the gaming ecosystem will play an instrumental role in S8UL’s journey toward the pinnacle of the global esports and gaming content landscape.

Kaizzen, a leading integrated PR and digital agency, has announced the elevation of Nikhil Pavithran to the role of Chief Operating Officer (COO). In addition to his new role, Pavithran will spearhead the agency's expansion and operations in the Middle East and North Africa (MENA) region.Pavithran shared the news of his promotion through a LinkedIn post, marking another milestone in his association with Kaizzen, which began in 2018 when he joined as Vice President for the Mumbai region. His leadership journey saw him rise to Group President, a role in which he played a pivotal part in driving the company’s growth and success.Before joining Kaizzen, Pavithran honed his expertise in public relations and media strategy through impactful roles at Percept as Vice President and at other organizations like Fluid Media and Eulogy. His diverse experience and strategic insights have been instrumental in shaping innovative communication campaigns across industries.

As we bid adieu to 2024, and ring in 2025, there are endless possibilities and transformative opportunities in the world of public relations (PR). Over the past year, the PR sector has changed tremendously and emerged as a foundation of brand-building strategies. It is a known fact that storytelling needs a holistic approach to craft impactful narratives when it comes to brand management. Now, traditional methods no longer suffice in this competitive field. In 2025, when the PR sector is evolving, it is necessary to follow emerging trends and expand services. This article sheds light on crucial PR trends to look forward to in 2025 that will revolutionize the industry, and empower brands to achieve successful outcomes in the ever-changing world of communication. Public relations or (PR) is the art of shaping and managing how people perceive your brand. It is the job of the skilled PR to ensure that a comprehensive approach is used for building a positive reputation while effectively mitigating the impact of negative publicity. Knowing the current engaging trends in PR can help the PR strategist integrate well-planned strategies for successful brand positioning. Remember to create a robust plan for delivering a memorable experience that effectively communicates your brand's key messages and takes it to newer heights by repositioning the brand and enhancing its visibility and credibility in the marketplace. Vital PR trends to watch out for in 2025 Digital PR: With social media and performance marketing, leveraging digital media will be pivotal in identifying, targeting, and influencing audiences based on their social media activity and Google search interests. PR agencies will have to come out with unique ways to drive traffic, integrate high-performing keywords, and build backlinks while crafting narratives. The PR agency is expected to collaborate with digital marketing teams, paid performance marketers, and influencers when it comes to brand growth and reach. There is a growing demand for Journalists to create SEO-friendly content along with PR professionals. However, the content should be original and not plagiarized or AI-generated. If the content is copied then the story may not get the desired result or Google ranking. The attention should also be on keyword-centric content when it comes to leveling up the brand’s digital presence. Paid partnerships with publications are also likely to grow, as media houses increasingly seek revenue streams. Now, digital Pr is also taking the world by storm.AI will be a game-changer in transforming the PR arena: Currently, Artificial intelligence is used in many fields to be able to enhance human capabilities instead of replacing them. AI will also play a pivotal role in the PR industry in 2025. AI uses machines that imitate human intelligence to perform tasks with precision, safety, and without any delay by minimizing the chances of error. AI helps with successful outcomes by helping to improve content ranking in the PR field with the help of SEO optimization, allowing efficient media tracking and understanding the audience response more proficiently. AI will also help with speech-to-text conversion when it comes to media interviews, podcast episodes, press conferences, and conference presentations for uplifting brand positioning. AI will help to translate audio and text files in multiple languages for easy story distribution in media.The focus will be on video and podcasts in 2025: Currently, apart from traditional media, a lot of attention is given to video and podcasts due to their rising popularity. Podcasts will also be a critical tool when it comes to managing PR crises. This can be done as follows- For example- The client can become a guest on the show or have the host read your press release to the audience. High-quality videos will be used to introduce the newest products, services, and even brand events. Not only that, but videos will also help to understand the client’s side during the time of crisis. This can be a new path-breaking approach when it comes to crisis management.Social media platforms when it comes to reputation management and networking:  Social media remains one of the trusted platforms for brands to promote and raise awareness even in 2025. LinkedIn, and Twitter, unlike traditional PR methods, make sure to pave two-way communication between brands and their customers, the media, and other stakeholders. This is beneficial for the brand to solidify its position in the market. A large number of PR agencies are using social media platforms to build brand image, and reputation through videos, client testimonials, and postings regarding the brand features or services they offer. This will help with increased brand recognition and visibility and build trust among audiences. This way, the brand will reach a wider audience through social media. There should be a huge emphasis on digital PR, creating content that engages audiences and channelizes traffic to a company’s website or social media pages for brand business.Influencer marketing: This is preferred by a large number of PR agencies for brand collaboration and promotion. It is a good idea to pick one relevant influencer whose audience is relevant to your business to be able to promote the brands. This also helps to build credibility and trust among the audience.Brand audit: The post-COVID era has brought significant changes to the marketing landscape, as brands are now allocating over 50% of their marketing budgets when it comes to digital marketing and key performance indicators (KPIs). PR agencies will have to now start conducting audits of brands' social media handles, websites, and reviews. The focus should be on organic media coverage to maximize media mileage. PR agencies should come up with innovative and creative ideas for events to bring desired media coverage.By hopping on these trends, brands will not only be able to increase their visibility but also build meaningful connections with their audiences and organically build a bond of trust with them when it comes to choosing a brand and services. PR agencies will have to put their best foot forward in 2025 to be able to evolve, experiment, and prioritize the values that matter most to consumers. Adopt consumer-friendly strategies for brand building and 2025 will be a revolutionary year for the brand as well as the PR arena.

Authored by Saloni Gandhi, Founder of The Pen Project As 2025 is about to begin, brands have a unique chance to redefine their image and build connections. Public relations (PR) offer an effective way to engage with audiences and set the tone for the year ahead. By leveraging PR strategies, brands can address evolving consumer needs and stand out in the marketplace.Public relation is not only about communication; it builds trust and relationships with audiences. In the coming year, PR will enhance brand visibility, improve reputations, and create meaningful connections. Brands focusing on PR will handle market complexities more effectively and engage their audiences better.Why PR Campaigns Are KeyBoosting Brand AwarenessPR campaigns can make brands more visible when launching products or undergoing rebranding. Strategic messaging and media coverage help attract attention and create interest. This process establishes a foundation for new initiatives to gain momentum.Enhancing ReputationBuilding a strong reputation is necessary for lasting success. PR efforts highlight a brand’s values and identity, helping consumers understand its purpose. Over time, this creates a trustworthy and recognizable image.Increasing Customer LoyaltyPurpose-driven campaigns can connect with consumers on shared values like sustainability. Communicating these missions authentically helps develop loyal relationships. These connections encourage customers to stay invested in the brand.Effective PR Strategies for 2025Digital TransformationUsing digital tools is crucial for PR success in 2025. Social media platforms, hashtags, and user-generated content amplify engagement. Brands can use these tools to create visual content that resonates with digital audiences.Adopting AI and Data AnalyticsAI offers valuable insights for PR by analysing sentiment and predicting audience behaviour. With this data, brands can create tailored messages for specific groups. This approach allows for timely responses and increases the effectiveness of campaigns.Focusing on Thought LeadershipBrands can build credibility by sharing expertise through blogs or podcasts. Thought leadership attracts attention from both media and consumers. It positions the brand as a reliable voice in its industry, fostering organic engagement.Authentic StorytellingGenuine stories connect consumers to a brand’s mission. Highlighting real experiences from employees or customers fosters trust. These stories encourage audiences to form stronger bonds with the brand.Localized CampaignsCustomizing PR efforts to fit regional preferences is becoming essential. Messages tailored to cultural contexts and local influencers enhance relatability. Understanding specific communities helps brands remain relevant and engaging.Starting 2025 with strategic PR can redefine how brands connect with their audiences. By embracing digital tools, using AI, building thought leadership, and focusing on authenticity, brands can meet consumer expectations. Localized campaigns add an extra layer of relevance in diverse markets.Through these approaches, brands can build stronger relationships and adapt to changing consumer behaviours. With effective PR strategies, 2025 can be a year of growth and meaningful engagement.

Cantabil India Retail Limited, one of the country’s leading apparel manufacturers and retailers, has appointed V360 Group as its new Public Relations partner. The agency assumed the brand mandate for Cantabil India recently and is responsible for planning, managing, and supporting all PR-related activities for the brand, boosting the brand’s media presence nationwide.After an extensive reviewing process, Cantabil Retail India Ltd., finalised the communications mandate, and the win is attributed to V360 Group’s wealth of experience and expertise in PR and strategic communications. With a strong reputation for delivering impactful brand messaging and innovative campaigns, this adds to the communications agency’s growing list of clients. V360 Group’s in-depth understanding of the Indian retail sector and the evolving media landscape will play an instrumental role in building brand equity for Cantabil Retail India Ltd.Reflecting on this success, Ria Mukherjee - Senior Vice President - V360 Group, said, “We are thrilled to welcome Cantabil Retail India Ltd. into our portfolio of esteemed clients in the fashion, lifestyle, and retail sector. We are looking forward to creating and executing innovative and impactful communication strategies for the brand, building a robust media presence. Cantabil’s addition also underscores our expertise in the fashion and lifestyle space. We look forward to supporting the brand in its next phase of growth.”Deepak Bansal, Director of Cantabil India, added, “V360 Group has carved a niche for itself in the communications industry as one of the best PR firms. As we embark on the next phase of our growth, we are confident that the agency’s 360-degree approach to PR combined with its vast media network and proven track record of delivering results-oriented PR strategies, perfectly aligns with our vision for Cantabil’s future. This partnership will strengthen our brand presence and help us connect with our customers in new and meaningful ways.”Incepted in 2000, Cantabil India is a prominent player in India’s retail space, and is known for its vast range of stylish apparel for men, women, and children. The brand’s commitment to innovation and quality while consistently prioritising customer satisfaction forms the foundation of its ethos, earning the brand a loyal following across the country.

Integrated communications agency Confiance Communications has secured the PR mandate for TIL Limited, a leading player in the material handling and infrastructure equipment manufacturing sector. With an illustrious legacy spanning over eight decades since its establishment in 1944, TIL Limited has played a pivotal role in India's infrastructure development through its innovative range of mobile cranes, reach stackers, and material handling solutions.As part of the mandate, Confiance will spearhead TIL's comprehensive communications strategy, focusing on amplifying the company's rich legacy, technological innovations, and market leadership in the infrastructure equipment sector. The agency will develop strategic narratives highlighting TIL's contributions to India's infrastructure growth, emphasising its specialised offerings for defence sectors and cutting-edge technological advancements in material handling solutions. The mandate encompasses strategic media relations, corporate reputation management, executive leadership positioning, and strategic content development.Bushra Ismail, Founder & Chief Strategist, Confiance Communications, said: “Partnering with TIL Limited marks an exciting milestone in our journey. Their remarkable legacy of delivering cutting-edge material handling solutions has been instrumental in shaping India's infrastructure landscape since 1944. What truly sets TIL apart is their unique combination of deep engineering expertise, defence sector capabilities, and commitment to technological innovation. As their Communications partner, we look forward to amplifying TIL's industry leadership through strategic storytelling - from their pioneering work in manufacturing specialised equipment to their crucial role in India's most challenging infrastructure projects.”Rishabh P Nair, Head of Brand, Content & PR, TIL Limited, said: “As we accelerate our commitment to advancing India's infrastructure capabilities, having the right communications partner is crucial. We wanted a dynamic team that could be quick on their feet and aligned with our values of collaboration, caring, customer centricity, excellence, entrepreneurship and integrity. Confiance's proven expertise aligns well with our goal of telling TIL Limited's iconic story. This partnership will be instrumental in showcasing TIL's technological innovations, our commitment to 'Make in India', and our continuing legacy of delivering world-class equipment that powers nation-building projects.”Founded by seasoned publicist Bushra Ismail in 2019, Confiance Communications has established a strong foothold as one of India's most reliable and outcome-driven PR agencies, particularly within the startup and venture capital ecosystems. The agency has an exceptional track record of catapulting the media and digital presence of over 90 organisations in India and abroad. Confiance's esteemed clientele includes notable brands like The Quorum Club, Leo Capital, Nutrabay, Turkiye Tourism, Salad Days, Transition VC, Bureau ID, PlanetSpark, and Khyaal, among other distinguished names. Additionally, the agency has successfully partnered with listed entities such as ProcMart (part of IndiaMART), and Just Herbs (acquired by Marico), among others.

The German government has engaged Cornerstone Government Affairs to craft a communications strategy aimed at strengthening political and economic ties with the United States.This initiative will focus on four key states: Nevada, Arizona, Utah, and Oklahoma.Cornerstone's contract mandates a comprehensive review of existing German Embassy key messages, pinpointing those most relevant to the target audience. The firm will also identify potential communication pitfalls and sensitive topics to be avoided in specific contexts.A crucial aspect of the project will involve identifying key media outlets and journalists influential among political and business leaders in the chosen states. Cornerstone will then advise on effective engagement strategies with these media figures.The firm will also recommend suitable partners for collaborative events, such as panel discussions and fireside chats. Additionally, Cornerstone will suggest individuals qualified to author op-eds and letters-to-the-editor to further promote German-US cooperation.This project, which commenced this month, is being undertaken on behalf of the German Information Center and carries a budget of $40,000.

As we conclude another year, it is essential to reflect on the key developments, challenges, and achievements that have shaped different sectors throughout the past 12 months. The year 2024 has been marked by dynamic shifts, rapid innovation, and the continued adaptation to both external factors and emerging trends.Adgully’s annual feature – REWIND – revisits different sectors and identifies the key developments as well gauges the long-term impacts of those developments. We speak to a cross-section of industry leaders to bring a 360-degree view of the industry landscape, the growth trends, financial performance, disruptions, innovations, challenges and more.In this Rewind 2024 article, Nikhil Pavithran, Group President, Kaizzen, shares his insights into the year’s defining trends and developments that shaped the PR industry and the Indian economy at large. Highlighting Kaizzen’s performance during the year, Pavithran sheds light on the key achievements and milestones that marked the company’s journey in 2024.PR’s growth in 2024The story of PR is one of constant evolution. While the tools and techniques have advanced, the core essence of connecting with audiences, managing reputations, and crafting compelling narratives remains unchanged. From an economic perspective, the Indian economy has shown remarkable resilience, navigating challenges with agility and emerging as a beacon of opportunity. This resilience mirrors the adaptability of our industry.Despite global uncertainties, sectors like PR, communication, and digital marketing have flourished, driven by the growing importance of transparency, accountability, and authentic engagement.Kaizzen’s journey this year reflects this synergy between tradition and innovation. The future holds immense promise, and our commitment to evolving with the times while preserving our timeless core ensures that our industry will continue to shine as a vital force in shaping narratives and building connections.Trends and developments in PRThe fields of PR, communication, and digital marketing are driven by three key trends: Speed, Seamlessness, and Relationships.Speed: In a fast-paced digital world, swift and strategic responses to news and trends are essential. Tools like social listening, AI analytics, and automation help brands stay relevant.Seamlessness: With user-generated content and influencers shaping narratives, integrating digital and traditional strategies ensures consistent and trustworthy messaging.Relationships: Strong ties with journalists, influencers, and customers remain fundamental, fostering credibility and creating advocates to amplify brand messages.The synergy of these pillars, alongside advancements like AI, AR, and VR, helps combat misinformation while enhancing the value of earned media. Adapting to these trends enables professionals to shape impactful, trustworthy brand perceptions.Kaizzen’s growth story in 2024Kaizzen evolved from being a digital and communications agency to offering a broader range of services, including advocacy, public affairs, investor relations, and Global Sustainability Communication (GSC). This diversification strengthened our ability to cater to the dynamic needs of our clients.We successfully launched Kaizzen Global, opening an office in Dubai and establishing a network of partners in over 80 countries. This move has positioned us as a globally connected agency capable of delivering on international mandates seamlessly. Kaizzen was ranked the 7th fastest-growing agency in the world by the prestigious Provoke Rankings in 2024.Our journey has been marked by enduring relationships. The three clients we started with continue to partner with us, a reflection of the trust and value we bring to our collaborations.Our biggest achievement remains our people. We are proud to be a people-first agency, with team members who joined in our first year still with us today. This highlights our commitment to nurturing talent and fostering a supportive work environment.2024 was a year of transformation and milestones for Kaizzen, reinforcing our position as a leading global agency with a focus on innovation, relationships, and people.Kaizzen - Crafting compelling narrativesKaizzen is a leading integrated communication agency with operations across the globe. Offering 360-degree solutions, it caters to diverse sectors, including corporate, technology, lifestyle, healthcare, education, real estate, startups, government, hospitality, financial services, entertainment, and energy. Key services include Public Relations and Communications, Digital Marketing in addition to various ancillary services like design, video production, web UI/UX, and technology solutions, enabling seamless communication.Kaizzen helps businesses craft compelling narratives, build brand visibility, and foster trust through integrated campaigns, media relations, influencer collaborations, and digital strategies, making it a one-stop solution for all branding needs.

Confiance Communications, a leading integrated Communications Agency renowned for its expertise in brand-building across genres and scales, has secured the PR mandate for Nutrabay, a pioneering sports nutrition and wellness brand in India. Founded by brothers Shreyans Jain, Divay Jain, and Sharad Jain, Nutrabay has emerged as a frontrunner in India's sports nutrition landscape through its innovative D2C approach. The brand has witnessed remarkable growth since its inception, serving over one million customers nationwide. With its innovative product portfolio and rigorous quality control processes, Nutrabay has set new benchmarks in product quality and customer trust in the Indian supplements industry.As a part of the mandate, Confiance will manage Nutrabay's comprehensive communications plan, encompassing the development of a robust PR framework, crafting key brand messaging, fostering resilient media and stakeholder relationships, and devising a dynamic content strategy. The agency will closely collaborate with Nutrabay's Corporate Communications team to bolster the company's market positioning as a leading sports nutrition and wellness brand. Through strategic communications, Confiance aims to expand Nutrabay's reach across diverse consumer segments - from fitness enthusiasts and athletes to wellness-conscious individuals across India.Bushra Ismail, Founder & Chief Strategist Confiance Communications, said: “We are excited to partner with Nutrabay, a brand that's redefining the sports nutrition landscape in India. Confiance endeavours to spotlight their innovative approach to making premium nutrition accessible to all Indians. With their pharmaceutical-grade manufacturing standards and focus on quality, Nutrabay is well-positioned to become a category leader in India's growing wellness market. We look forward to amplifying their success story and establishing them as a trusted voice in the sports nutrition space.”Shreyans Jain, Founder, Nutrabay, said: "As we accelerate our mission to democratise access to premium sports nutrition in India, having the right communications partner is crucial. Confiance's proven expertise in building compelling brand narratives will be instrumental in taking our story to a wider audience and establishing Nutrabay as India's most trusted nutrition brand."Founded by seasoned publicist Bushra Ismail in 2019, Confiance Communications has established a strong foothold as one of India's most reliable and outcome-driven PR agencies, particularly within the startup and venture capital ecosystems. The agency has an exceptional track record of catapulting the media and digital presence of over 90 organisations in India and abroad. Confiance's esteemed clientele includes notable brands like The Quorum Club, Leo Capital, Turkiye Tourism, Salad Days, Transition VC, Bureau ID, PlanetSpark, ProcMart, and Khyaal, among other distinguished names. Additionally, the agency has successfully partnered with listed entities such as ProcMart (part of IndiaMART), TIL Limited and Just Herbs (acquired by Marico), among others.

Bombay Chartered Accountants’ Society (BCAS), India's largest and oldest voluntary professional body of Chartered Accountants, has joined hands with SGA PR, one of the fastest growing communication consultancies in India, to create further awareness about the pivotal role it is playing in the fields of accounting, tax and finance thereby strengthening the economic fabric of India.SGA PR, as an exclusive communications partner for BCAS, has been entrusted with the role of positioning BCAS as the key industry voice representing the community of chartered accountants in the country besides highlighting all the developmental programmes that the body does to strengthen the Indian financial ecosystem and shape the future of the professionals.SGA PR is part of the 14-year-old Strategic Growth Advisors Group which has pioneered investor relations and compliance communications practices in India. BCAS is yet another marquee name in the BFSI portfolio of SGA PR which already manages some leading corporates across mutual funds, housing finance, NBFCs and fintechs among others.“Our association with BCAS started during their 75th anniversary celebrations as we were privileged to be the communications partner for one of the biggest congregations of chartered accountants in India – Reimagine 2024. The association has today fructified into a strong partnership between the two organisations. Our endeavour will be to bring to the fore some of the pioneering work that BCAS has been undertaking that will shape the future of finance in the country.” says Rahul Jain, Partner & Jt. CEO, SGA PR.BCAS is a not-for-profit professional body that is led by a team of practicing chartered accountants with many of them being regarded as stalwarts in their respective domains. It constitutes of 10 different committees across Direct Tax, Indirect Tax, Accounting & Auditing, Internal Audit, Corporate & Allied Laws and International Taxation among others. For the last 75 years, the body has been working closely with the central government and various state governments, academia and industry professionals to further strengthen the financial ecosystem of the country.CA Anand Bathiya, President at BCAS, said, “Ever since its foundation, BCAS has supported the Government of India and the various state governments with research backed inputs and expert opinions on several financial policy parameters. Over the years, we have been playing a distinct role in shaping the financial policy of the country besides also working tirelessly towards the professional development of our young CA colleagues. In SGA PR, we have found the perfect partner to convey our unique story to the broader community that will strongly highlight the ethos and legacy of our great organisation. SGA’s expertise in compliance communications has further reinforced our confidence in them and we look forward to a long partnership.”

The Public Relations Consultants Association of India (PRCAI) has launched a brand-new Reputation Management course for one of India’s top business management schools, the Indian Institute of Management, Udaipur (IIMU). This academia-industry collaboration aims to equip future business leaders with expertise in strategic communications which is essential for building successful brands and businesses.Reputation Management is an elective course developed for IIMU and offered in Term 5 (October-December 2024). The course covers six dimensions of corporate reputation—Emotional Appeal, Products & Services, Financial Performance, Vision & Leadership, Workplace Environment, and Social Responsibility—all seen through the lens of Public Relations, giving students a deeper understanding of how these drivers create long-term value for organizations. It introduces participants to the subject of crisis communications’ best practices, and the importance of ethical business conduct, underlying the value of preparedness to proactively protect reputation. The course will also provide an enhanced understanding of Online Reputation Management (ORM), a critical area in today’s digital-first world. As stakeholder behaviours evolve, ORM has become central to the practice of Public Relations, with an increasing focus on leveraging digital platforms to manage and enhance reputation.“We are thrilled to partner with IIM Udaipur for this new Reputation Management course,” said Nikhil Dey, National Chair, Talent & Academia, PRCAI & Executive Director, Adfactors PR. “Reputation management is central to business success in today’s interconnected world. The demand for leaders who can strategically manage and protect reputations is at an all-time high. A world that is embracing the AI opportunity is also having to learn how to deal with fake news, misinformation and disinformation. In this context, reputation management has become a vital competency for leaders across industries, and this program prepares the B-School students to learn the science and art of reputation management to tackle the VUCA* world head-on.”The initiative is catalysed by initial insights from the latest industry survey PRCAI 2024-25 SPRINT* which will be unveiled in January, highlighting the state of talent and its influence on the industry and the future of communications. The survey found that 76 per cent of respondents believe that educational institutions must overhaul their curriculum to meet new PR industry demands. Further, PR firms are finding new hunting grounds - even at the entry level, firms have broadened their hiring pool to include marketing and advertising institutes (23%) and management institutes (13%). The survey revealed that corporate communication leaders (90%) shared that CEOs are now prioritizing strategic communications for measurable business impact, and this course is designed to meet the increasing demand for expertise in reputation management.“The Reputation Management elective course stands out as a new addition to IIM Udaipur’s curriculum. This course is designed to give our students a comprehensive understanding of the drivers of corporate reputation, positioning them for leadership roles where effective communication is key to success,” said Prof. Ashok Banerjee Director, IIM Udaipur.75 IIM Udaipur students have enrolled for the Reputation Management course, joining a forward-thinking initiative to harness the power of communications for growth and business impact. PRCAI members are represented by three PR industry veterans Nikhil Dey, National Chair of Academia and Talent & Executive Director at Adfactors PR; Vandana Sandhir, Chief Client Strategy Officer at Burson India and Aman Gupta, Managing Partner, Asia-Pacific at SPAG/ FINN Partners, are serving as visiting faculty and collaborators in delivering this course.“We are proud to partner with IIM Udaipur to prepare leaders for tomorrow and thankful to our members who have stepped forward to make this a reality. This course will arm future business leaders with the tools needed to manage reputations effectively,” added, Deeptie Sethi, CEO of PRCAI.PRCAI is committed to delivering strong academic interventions through an on-going series of training and exchange programs that connect students with industry leaders in the form of guest lectures, consultancy visits and thought-leadership forums. With over 10 academic partners onboard, PRCAI continues to set new benchmarks to nurture and develop future talent for the PR profession.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Kruttik Parekh, Senior Manager - Corporate Communications, Rebel Foods, speaks at length about the communication strategies that help the brand stand out in the crowded food and beverage startup market. He also shares insights on leveraging social media and influencer marketing within Rebel Foods’ corporate communications strategy, his transition from the entertainment industry to the F&B sector, and more.Rebel Foods is a pioneer in the cloud kitchen space. How does your role contribute to shaping its brand narrative in a highly competitive food delivery ecosystem, and what strategies do you employ to ensure its communication stands out amidst a crowded market of food and beverage startups?My role at Rebel Foods, the world’s largest and fastest-growing cloud kitchen company, has been immensely enriching and dynamic. In a highly competitive and rapidly evolving food delivery ecosystem, staying relevant and agile in our communication is paramount.To shape Rebel Foods’ brand narrative, we focus on spotlighting the innovative campaigns we launch across our diverse portfolio of brands, including Faasos, Behrouz Biryani, Oven Story, Wendy’s, and others. These campaigns not only reflect the essence of each brand, but also showcase our pioneering approach in the food-tech space.Our communication strategy emphasizes a holistic and integrated approach. We create a 360-degree amplification plan for every campaign, ensuring its message resonates across all possible touchpoints. This includes leveraging print, digital platforms, television, WhatsApp marketing, in-app notifications, outdoor media, and more. By aligning these channels effectively, we ensure that our communication stands out amidst the noise and reaches our target audience with maximum impact.Rebel Foods has multiple brands catering to various customer preferences. How do you ensure each brand maintains its unique identity while aligning with the larger Rebel Foods vision?We treat each brand as a storyteller with its distinct voice while ensuring a unified ethos across Rebel Foods. Clear positioning and tailored messaging for each brand allow us to celebrate individuality. For example, with Behrouz Biryani, the messaging is more inclined towards royalty, while with Faasos, it is more modern and quirky. However, all brands are united by our overarching commitment to quality, innovation, and customer delight, ensuring they resonate with Rebel Foods’ larger mission of transforming food experiences.Given the shift towards digital-first communication, how do you leverage social media and influencer marketing in Rebel Foods’ corporate communications strategy?Social media and influencers are integral to our strategy for humanising the brand and reaching audiences authentically. We plan various campaigns and activities to keep the spirit up and ensure our customers are involved and feel valued. An example here could be our recent children’s day activity under Oven Story, where we had pizzas made in different shapes, calling them “kiddy pizza” and the other one by EatSure, where we leveraged the power of nostalgia and sent out famous 90s treats with every order. We had influencers come in and try our treats and then hop on to the promotional brandwagon. By using data-driven insights, we tailor our campaigns to resonate with diverse demographics while maintaining transparency, ensuring our messaging feels personal and impactful.Having worked in leadership roles at INOX and now at Rebel Foods, what is your approach to building and mentoring high-performing communications teams?Having held leadership roles at INOX and now at Rebel Foods, I believe that building and mentoring high-performing communications teams starts with a focus on fundamentals. In PR, especially on the brand side, staying true to the basics while executing innovative and impactful campaigns is key to success. I encourage my team to think beyond the ordinary and give them the freedom to express and execute unique ideas that push boundaries. This autonomy fosters creativity and helps develop campaigns that truly resonate with audiences.As a leader, I prioritize motivation and collaboration. Building a culture of unity and instilling a “One Team” mindset is particularly crucial during challenging times. By empowering the team and fostering an environment of mutual trust, we navigate crises effectively and emerge stronger.During your tenure at INOX, the pandemic posed significant challenges for the entertainment industry. What key crisis communication lessons from that time do you apply in the F&B sector?I joined INOX during the second wave of the pandemic in March 2021, a time when cinemas had been closed for an unprecedented 365 days with no revenue flow. The challenges were immense, as audiences were hesitant to return to theaters, and the entire cinema industry was striving for revival.During this period, I learned that in a crisis, it is crucial for a PR professional to think creatively and execute out-of-the-box ideas. We launched several impactful campaigns during the post-COVID era that not only helped rebuild audience confidence, but also contributed significantly to the industry’s revival.Patience and instinct are invaluable during a crisis. Remaining calm, trusting your intuition, and consistently focusing on innovative solutions are lessons I carry forward into the F&B sector. Whether it’s reviving a cinema or navigating challenges in food and beverage, these principles remain fundamental to effective crisis communication and brand recovery.What motivated your transition from the entertainment industry to the F&B sector, and what excites you the most about your role at Rebel Foods?After spending over four years in the entertainment industry, I was eager to explore new challenges in a different sector. The food tech space, with its dynamic and constantly evolving nature, presented an exciting opportunity to innovate and connect with consumers in meaningful ways.Since joining Rebel Foods over eight months ago, I’ve discovered the art of delighting customers through innovative, emotionally resonant campaigns. For instance, initiatives like sending dahi cheeni before the India versus Pakistan World Cup match, a nostalgic candy box on Children’s Day, and chocolate medals celebrating India’s victories at the Olympics have been particularly memorable. These campaigns, executed through EatSure – Rebel Foods’ D2C platform – have allowed us to create personal connections with our customers while delivering exceptional experiences. This blend of creativity, customer engagement, and impact is what excites me the most about my role at Rebel Foods.Could you share an example of a campaign or initiative from your career that you are particularly proud of and why?It is challenging to choose just one campaign, but an initiative that holds a special place in my heart is the PR efforts I executed during my tenure at INOX Group in 2021, amidst the second wave of COVID-19.In addition to managing PR for PVR INOX, I was also responsible for INOX Air Products, India’s leading industrial gas company. During the second wave, when the country faced a critical shortage of medical oxygen, INOX Air Products played a pivotal role, supplying 60% of the country’s medical oxygen needs. The media’s focus on this crisis was immense, with widespread demand for interviews with Siddharth Jain, Managing Director of INOX Air Products.I had the privilege of spearheading PR efforts to craft a tactful narrative that sensitized the gravity of the situation while highlighting INOX’s contributions. By lining up impactful interviews globally and strategically managing communication, we were able to address concerns, mitigate negative PR, and bring much-needed awareness to the crisis.This campaign stands out as a defining moment in my career. It was an honour to work closely with Mr Jain and the team, and my efforts were recognized with a reward for outstanding PR contributions. This experience taught me the importance of strategic communication during a crisis and the power of thoughtful storytelling in driving impactful narratives.Overall, how has the past year been for the corporate communications industry, and what key trends or shifts have you observed that are redefining how brands engage and connect with their audiences?The past year has highlighted the importance of agility and authenticity in corporate communications. Brands are increasingly adopting purpose-driven messaging and leveraging tech for real-time engagement. I’ve seen a shift towards deeper storytelling and the use of AI for personalisation. Consumers value transparency more than ever, pushing brands to align communications with genuine values and meaningful impact.

Prius Brand and Business Partner, the flagship entity of Prius Communications, has revolutionized healthcare communication with innovative campaigns that underscore its unmatched expertise in public relations strategies. The company’s recent successful healthcare campaigns for two of its leading Bengaluru-based healthcare providers, upscaled healthcare communication and PR strategies. Of several innovative campaigns this year, two recent PR campaigns for the launches of India’s first on-site 3D Printing lab and the World’s smallest knee implants achieved unprecedented success. Baldev Raj, Founder and CEO of Prius Brand and Business Partner said, “We have had the privilege of executing PR campaigns for some of India’s leading healthcare providers over a decade. This year, particularly, we achieved remarkable success in their PR campaigns based on their new initiatives. The overwhelmingly positive response from media platforms reaffirmed the power of our strategic communication approach. It is incredibly fulfilling to see all our campaigns drive meaningful results for our clients.”The campaigns led by Prius Brand and Business Partner have successfully brought attention to the technological advancements and personalized patient care offered by healthcare institutions. These campaigns highlighted the hospitals’ expertise in advanced care, resonating strongly with audiences across print, digital, and electronic media.“Over the past eight years, we have had the privilege of managing PR for one of India’s top four listed hospital chains, a partnership that continues to thrive. Our mandate has been centered on clinical and corporate positioning, aimed at transformative brand development. Through strategic campaigns and events, we successfully enhanced visibility and strengthened their market presence by an incredible 500%,” said Baldev Raj."The results speak for themselves: over 6,250 coverage pieces, with a PR value exceeding ?155 crore, across 25+ states and Union Territories. Our efforts generated 2,300+ industry stories, 1,000+ authored articles, 3,000+ print coverages, 1,000+ thought leadership features, and 250+ electronic coverages, including 600+ mentions on India’s top media Network. These campaigns exemplify the transformative power of strategic communication and the remarkable outcomes we consistently deliver for our clients,” added Mr. Raj.Recent innovative campaigns have not only increased public awareness of technological advancements in hospitals but have also underscored the importance of effective communication strategies in reshaping healthcare narratives. These efforts have contributed to the increased and important role of strategic healthcare communication. The agency has worked on successful campaigns for a range of healthcare organizations and focuses on developing communication strategies that highlight client achievements and industry leadership.

Max Level, a leading marketing and PR agency built by gamers has been awarded the public relations and social media mandates for 88 Games, the newly announced game development division of 88 Pictures, the animation and VFX studio behind Emmy and Annie Award-winning show Trollhunters: Tales of Arcadia, as well as global hits like Gremlins: Secret of Mogwai, Transformers: The Earth Spark Season 2, Kung Fu Panda: The Dragon Knight, and Fast & Furious: Spy Racers. The partnership marks a significant step in shaping the public presence of 88 Games as it aims to bring India’s cultural heritage to global gaming audiences.The collaboration will see Max Level leveraging its deep expertise at the intersection of gaming and media landscape to highlight 88 Games’ initiatives in the international gaming industry. The mandate encompasses strategic outreach, storytelling, and other initiatives to build and support the studio’s ambitious game titles and vision of blending immersive gameplay with India’s rich storytelling traditions. Commenting on the partnership, Milind D. Shinde, Founder & CEO of 88 Games, said "88 Games is a unique venture that blends our expertise in animation and VFX with our passion for telling stories, through an interactive medium. Our mission is to deliver culturally resonant, visually stunning and immersive stories through games for the global audiences. With Max Level’s proven track record in PR and social media, we’re excited to build a compelling brand narrative and connect with players and industry leaders worldwide."With a gamut of achievements under its belt, the launch of 88 Games further diversifies the company’s position as a leader in storytelling, expanding its portfolio to interactive experiences.Siddharth Nayyar, Co-founder & Chief Revenue Officer of Max Level, shared his excitement about the collaboration, "Being gamers first, we were absolutely amazed by the projects that 88 Games is working on and we were eager to work alongside them. Hence, being entrusted with the PR and social media mandate of 88 Games is an incredible opportunity for us. 88 Games’ vision of creating culturally resonant games aligns perfectly with our passion for amplifying impactful stories. Together, we aim to position 88 Games as a leader in the Indian and global gaming industry, showcasing the untapped potential of Indian narratives in interactive entertainment."88 Games, led by industry veterans Milind D. Shinde and Shiben Bhattacharjee, is developing a lineup of games inspired by India’s folklore and history. The collaboration reflects the rapid growth of India’s gaming market, which added 23 million new gamers in FY24, bringing the total to 590 million players. With the industry projected to exceed $9.2 billion by FY29, 88 Games aims to fill a crucial gap by offering premium, culturally significant PC and console games to a global audience.The addition of 88 Games to its already diverse portfolio of brands underscores Max Level’s growing market share in the Indian gaming, esports and tech market.With a portfolio including brands like NODWIN Gaming, SuperGaming, CyberPowerPC India, KRAFTON, Saudi Esports Federation, ESL Faceit Group, The Esports World Cup, ASUS ROG, Jio Games, TVS, and HyperX, Max Level continues to grow its client base while maintaining a focus on delivering tailored PR and marketing services that resonate with gaming and esports audiences.

Authored by: Manish Sharma (The author is a PR Entrepreneur, Co-Founder of Key Communications and a proud GREEN Storyteller) The growth and progress of a nation are intricately linked to the personal development and evolution of its citizens. India has witnessed a groundbreaking transformation of the differently-abled in the Paris Paralympics with a toll of 29 medals. It was not just a mere number, it was a representation of the calibre, strength, and dedication an individual possesses even being differently abled. Nothing is impossible, and they proved it right. However, amongst the 40-90 million population of differently-abled individuals, only 54.4% have the resources to learn and grow. PR and creative professionals can play a vital role in fostering a more inclusive world, where the talents and contributions of differently abled individuals are celebrated and recognized.  A nationwide campaign was launched in the year 2015 to enhance the accessibility of differently abled named, The Accessible India Campaign (AIC), also known as Sugamya Bharat Abhiyan. However, as per the 2018 report by the Department of Empowerment of Persons with Disabilities, only 3% of buildings in India were found to be fully accessible by the differently-abled. Not only this, A 2020 report by the 2020 Web Accessibility Annual Report highlighted that over 98% of websites fail to comply with accessibility requirements for them.  It's almost a decade now, and there is still a need to address the issues faced by them due to lack of education, financial support, job opportunities, inclusivity, and limited awareness. PR and creative industries can draw the attention of both the government and private sector to address these loopholes in society.  Inclusivity- Key for a Sustainable FutureDisability inclusion should go beyond being just a message; individuals with disabilities must be genuinely included and integrated into societal narratives. Rather than being portrayed solely as subjects of discussion or advocacy, their experiences, perspectives, and contributions should be woven into the fabric of stories that reflect our diverse world. Differently-abled citizens are also active participants in society, rather than mere symbols or focal points of the conversation, sympathy, or disability! Creative storytellers and PR professionals are championing the urgent need for organizations and the PR sector to advocate for inclusivity and equal opportunities for differently abled individuals. By leveraging the power of sharing narratives creatively through strategic communication and PR campaigns, creative industries can contribute towards an inclusive and sustainable future. PR: The Voice of the Unheard The importance of inclusivity and representation cannot be overstated, it is the need of the hour to address the gaps and blockages which determine the future of differently-abled individuals. Public relations (PR) and creative industries hold significant power in shaping narratives and perceptions. By actively advocating for and supporting differently abled individuals, these sectors have the opportunity to not only be their voices but also drive meaningful change. Through innovative campaigns and authentic storytelling, these industries can break down barriers, challenge stereotypes, and inspire a broader understanding of diversity and ability. The recent Zepto Campaign emphasized the significance of inclusivity by sharing the inspiring stories of employees with disabilities who have triumphed over challenges with the company's support. One of their digital films focused on the remarkable journey of the differently abled, Vishwanath, a delivery partner who is also a team leader. Vishwanath works at Zepto Cafe in Bellandur, Bangalore, and is among over 100 differently abled employees showcasing the company's commitment to inclusiveness.  One such campaign by Toyota, ‘Impossible vs. Impossible’ was inspired by the insight that Paralympians are some of the greatest athletes on the planet but, away from their sport, they face the same challenges as anyone else. The initiative stemmed from thorough research carried out within the differently-abled community. They highlighted the challenges of a Paralympian and how they push themselves beyond expectations.  These kinds of PR campaigns underscore how creative storytellers and PR are becoming the voice of the unheard and playing a key role in supporting and advocating for differently-abled citizens. 

PR 24x7 marks a significant milestone by announcing Neha Gour as the company's Chief Executive Officer, effective December 3, 2024, as the company celebrates its 25th Foundation Day.Neha’s journey with PR24x7 commenced in 2013 as a PR Executive and she has played a pivotal role in bringing transformations within the organization. Her responsibilities have included company growth, new business development, team leadership, client and media relationship management, and strategic planning.Reflecting on this milestone, Founder Atul Malikram said: “Neha has been an integral part of PR 24x7, and her growth within the organization is a testament to her dedication and passion. Her leadership will unlock new opportunities and propel the company to greater heights. We are proud to see her take on this role and are confident in her ability to lead.” On her achievement, Neha Gour shared: “It is an honor and a privilege to take on this responsibility. I am committed to continuing our journey of growth and ensuring client satisfaction remains our top priority. I have always believed that success can be achieved at any point in one’s journey. The key is unwavering dedication to your work. This commitment simplifies even the most daunting challenges. Neha brings a comprehensive understanding of media management, corporate and brand reputation, and crisis communications. She has demonstrated a strong proficiency in developing impactful communication strategies, with a particular focus on regional markets. Her approach is multifaceted, driving new business development, integrating influencer marketing, and delivering 360-degree PR solutions. She has a Master’s in Applied Mathematics from IET DAVV, Indore.As Neha takes the reins, Founder Atul Malikram plans to focus on spearheading their CSR initiatives and a new project, 2030KaBharat, aimed at Aimed at contributing to the fulfillment of 3 (Zero Poverty, Zero Hunger, Quality Education) Sustainable Development Goals by the UN. With this venture, he aims to bring measurable societal change and explore innovative avenues towards creating a lasting impact. Neha’s leadership ushers in a new era for PR 24x7, with a renewed focus on growth and innovation, while its founder embarks on a mission of purpose-driven initiatives.

The newly released Global CommTech Report 2024 reveals a stark reality for the public relations (PR) industry: while there is widespread recognition that artificial intelligence (AI) represents the greatest challenge facing the sector today, many organisations are not adequately prepared to meet this challenge.This year's report, published by Purposeful Relations, indicates that while almost half of communication professionals acknowledge AI skills as essential, there remains a concerning gap in understanding its full potential beyond basic applications. The report suggests that many practitioners primarily focus on straightforward tasks, such as content creation and data analysis. However, there is a lack of appreciation for the more advanced capabilities of AI, particularly in areas such as insight generation, strategic planning, and ethical governance.The survey highlights that 60% of respondents currently operate without a formal AI policy, and only 43% have received any AI training. This deficit in both policy and education risks leaving the industry behind, similar to previous technological shifts like search engine optimization and social media.“Don’t Let AI Be Misunderstood” is a key theme of the report, which states that misconceptions about AI's capabilities hinder the industry's ability to leverage its strengths effectively. “AI isn’t a replacement for human endeavor, but a superpower that can enhance the capabilities of communication professionals,” the report asserts, illustrating this point with AI-generated superhero imagery.Key Findings from the Report:• Investment in AI: AI is seen as both a top investment priority and the primary area for training, yet many PR professionals are hesitant to adopt it fully.• Misunderstanding of AI's Impact: Over 60% of respondents expect AI to primarily benefit consumer marketing communications, underestimating its potential contributions to crisis management and public affairs.• AI Policies and Training: There is an urgent need for organizations to establish governance frameworks on AI usage to build a responsible and ethical approach, particularly as 54% of practitioners express concerns about legal and copyright issues.A Call to ActionThe report features a rallying cry for PR professionals to “Catch Up, Keep Up, Get Ahead” in the rapidly evolving landscape. It emphasizes that the industry must embrace AI not only as a strategic tool for enhancing operations but also as a leadership opportunity to guide ethical AI use.Anne Gregory, a noted expert in corporate communication, highlights the necessity for PR teams to integrate technology and understand its broader implications on society. “Public relations professionals must not shy away from the complex questions associated with AI adoption—what biases exist in these systems? What are the implications for privacy?” she remarked in her commentary featured in the report. The report’s authors, Stuart Bruce and Tim Bailey, stress that doing nothing is not an option. “We need to embrace AI, but within a framework that prioritizes ethics and the value derived from responsible AI implementations.”As the Global CommTech Report 2024 illustrates, the PR industry stands at a crossroads with AI technology. With urgent action and strategic leadership, practitioners can harness AI's capabilities to enhance their work while safeguarding ethical considerations that are paramount in maintaining public trust.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Paromita Ghosh, Founder Director, Candid Communication, speaks at length about her journey of starting Candid Communication, how the agency incorporates regional culture into its PR strategies, how talent is nurtured within the firm, and the qualities essential for the next generation of PR professionals. She also discusses how this year has been for Candid Communication in terms of growth, campaigns, and milestones, along with the emerging trends she foresees shaping the PR industry in the coming years.With over 21 years as the Founder Director of Candid Communication, how has your journey shaped the PR landscape in Kolkata and beyond?When I started Candid Communication 20 years ago, PR in Kolkata was still evolving. I wanted to create an agency that not only represented local brands, but also helped them grow on a national and global stage. Over the years, we’ve worked with diverse industries, from entertainment to healthcare, creating a strong foundation for PR in the region. Our work has shown that Kolkata-based agencies can compete with the best in the country.What were the unique challenges and opportunities that you encountered while building a PR firm based in Kolkata, and how has the city’s cultural richness influenced your approach?Kolkata has a vibrant cultural identity which has been both a challenge and an opportunity. Convincing brands to embrace PR as a key business strategy took time. On the other hand, the city’s artistic and intellectual richness allowed us to craft unique, culture-driven campaigns. Our campaigns often reflect Kolkata’s spirit, which makes them authentic and relatable.How did your experience as a Senior Associate at Genesis PR contribute to your understanding of the industry and influence your vision for Candid Communication?Genesis PR gave me valuable exposure to working with large brands and understanding the importance of strategy in PR. It also taught me the value of building relationships with the media and clients. These learnings became the foundation of Candid Communication’s philosophy – a mix of strong strategy and personal connections.How does Candid Communication incorporate regional culture into its PR strategies to create more authentic and impactful campaigns?We believe in tailoring campaigns to resonate with local audiences. For example, during Durga Puja, we design campaigns that connect emotionally with people, leveraging the festival’s cultural significance. By integrating elements like local art, festivals, and traditions, we ensure our campaigns feel authentic and have a lasting impact.Over the years, how have you nurtured talent within your firm, and what qualities do you believe are essential for the next generation of PR professionals?Nurturing talent has been one of my top priorities. I have done that by giving my team complete hand-holding while also allowing them to take ownership of their work and function independently. I don’t believe in mollycoddling or spoon-feeding.I believe in empowering a candidate, an employee, or a colleague so they can take on challenges head-on. At the same time, I stand by them when they make mistakes because those are opportunities to learn and grow. When someone is learning, mistakes are inevitable. As a boss, I believe it’s critical to give them the space to work through those mistakes, rather than penalizing them, which can hinder their progress. This approach builds confidence and resilience, which are essential qualities for the next generation of PR professionals.How has this year been for Candid Communication in terms of growth, campaigns, and milestones? What trends dominated your work in 2024?This has been a very good year for physical events. Post-lockdown, the number of in-person events had declined as online events and digital activations took the lead. However, this year saw a revival of physical events, especially after Durga Puja.That said, the Abhaya incident earlier in the year was a difficult period for all of us. We lost three months of business because it impacted the morale of the city. Neither I nor my clients felt comfortable hosting events during that time. But after Durga Puja, things picked up again, and it’s been business as usual.In terms of trends, physical events are back in full swing. Kolkata is hosting some of the biggest concerts, film promotions, and shows in recent times, and it’s exciting to see the city buzzing with activity again. It’s been a vibrant and dynamic season to look forward to.What emerging trends do you foresee shaping the PR industry in the coming years, and how is Candid Communication preparing to align with them?The future of PR will be driven by AI, data analytics, and hyper-personalized campaigns. Social media will continue to play a pivotal role, especially with the rise of short-form video content and platform-specific strategies. Storytelling will remain central, but the platforms we use and how we engage with audiences will evolve. At Candid Communication, we are investing in digital training, exploring new social media trends, and focusing on creating meaningful brand narratives to stay ahead of the curve.

In contemporary society, credibility is everything. Whether it's a person, a brand, or a company, trustworthiness is the foundation of any successful connection. In a world where rumours are easily accepted as facts, lack of trust can result in the breakdown of personal relationships for individuals and in a damaged reputation, lower sales, or even legal repercussions for enterprises. However, how can we rebuild confidence when it has been damaged? When false information spreads more quickly than the truth, how can we rebuild ourselves? In such a setting credibility becomes an essential commodity. It makes everything you do significantly easier. Credibility motivates your team. It instils confidence in those above you, and it eventually becomes an essential component of your leadership brand. Without it, each path of your journey feels difficult.  And that is why Public Relations (PR) is important. In the past, organisations have used PR to market their products, to handle their communication, and to write a good story. Still, PR has to deal with something much more important and profound: remaking trust. With social media becoming saturated with disinformation, deepfakes on the rise, and the emergence of fake news aimed at discrediting any valid reporting, the importance of PR experts serving as the guardians of the truth has never been felt. In the digital age, it is not only necessary to maintain a positive image through public relations, but also to work hard to ensure that the image is a real reflection of the organisation. The primary idea is simple: if there is no credibility, no amount of marketing or publicity will save the brand, a person, or an organisation from the consequences of the audience's betrayal. In fact, no service that a corporation can offer is more valuable than trust. So, how do public relations professionals deal with the issues of disinformation in the modern day and rebuilding brand reputation, given that the concept of "truth" is mutable? Understanding the Misinformation Crises:The rise of social media has converted the way the audience consumes news. However, this convenience has also led to the introduction of more entertaining and engaging misinformation wilder than before. Dull facts are often lost among exaggerative lines, lies and manipulation, which ruin the predisposed ideas and fears. Misinformation, whether fake news or biassed reports, can quickly erode public trust and pose a severe challenge to authenticity. The Role of PR Professionals in Rebuilding TrustIn the expanding stage where the role of the PR practitioner transcends the narrow confines of relations with the media and becomes more tactical in essence. In the era of disinformation, rebuilding trust cannot be achieved with just delivery, so PR practitioners have to become more—agents of truth, champions for openness, and crisis resolution experts.  This is how the process is made possible and the different ways that PR helps in achieving this: Ensuring Transparency: The most effective means of addressing misinformation is to remove its causes in advance. In this way, PR specialists who regularly communicate with their audiences and provide them with truthful information are able to foster their confidence before a crisis occurs despite persistent campaigns of negative information. Transparency is more than just revealing facts and happenings; it is also about attempting to do it in a proper and ethical manner.. Therefore, an organisation that takes the initiative in communication will avoid much of the loss of trust.  Crisis Management: If misinformation has already taken root, pure public relations professionals should react immediately to minimise the still active period of damage. Effective crisis communication is all about acknowledging the problem, taking responsibility where appropriate, and providing clear, verifiable information. PR teams frequently collaborate with legal and compliance departments to ensure that comments are not just accurate but also legally sound. The sooner competent and honest public relations strategies are implemented, the lesser the possibilities of the crisis spiralling out of control.Taking into account the example of Johnson & Johnson faced a dilemma in the early 2000s after talcum powder was linked to cancer. Their public relations team responded immediately, identifying the problem, giving clear, verifiable safety data, and working with legal teams to ensure accurate, legally sound messaging. This prompt, clear communication served to restrict the spread of disinformation and mitigate the crisis's impact on the brand. A Faithful Leadership Strategy in Crisis Situations: One of the most effective ways to restore trust is to rehabilitate a person or a brand and make them a respected figure in their profession. PR strategies that focus on elevating the profile of individuals to that of thought leaders within the relevant field, through means such as published articles, speaking engagements and expert commentary, help position the person or institution as an authoritative information source. By constantly providing quality information and proof of knowledge, PR is able to over time repair the image and enhance the trustworthiness. In 2018, Howard Schultz led Starbucks through a racial bias issue by accepting responsibility, engaging in thought leadership, and advocating for social justice. He publicly addressed the problem, authored articles, and spoke at forums, presenting himself as a smart, open leader. His proactive efforts, such as employee training, helped to rebuild trust in both him and Starbucks over time.Fact-Checking and EducationIn an era where rumours, half-truths, and outright lies spread at alarming rates, public relations professionals must take on the job of being attentive fact-checking. This includes not only responding to disinformation, but also educating your audience on how to tell the difference between reality and fiction. Offering data-driven insights, expert viewpoints, and clear explanations can help your audience better understand the facts about a problem.PR firms may assist brands in developing instructional content that enables consumers to make educated decisions. This could include writing white papers, conducting webinars, or submitting thought-leadership pieces to reputable news venues. It's more than just correcting the record; it's about creating an environment of understanding and trust.Engaging in Two-Way DialogueEveryone has a story to tell but it doesn’t mean that listeners should not be appreciated; such is the case with trust. With the advent of social media and other digital platforms, it has become much easier to reach out to your audience. PR undertakings that create such conditions — when customers’ worries, suggestions, or inquiries are not ignored, but rather appreciated and acted upon — build trust far better than ones aimed at getting across the only point.Making sure that comments are answered promptly, taking part in especially interesting debates or even facing the haters sometimes can help in regard to branding and create an impression that definitely encourages openness. When brands purport to answer all the questions raised by consumers, they are most trustworthy because people believe that the brand understands them.The Future of Trust in PRThe role of public relations (PR) for preserving and winning back trust is set to increase in the coming years. As the prevalence of fake and misleading information continues to grow, people working in public relations will have to become armed warriors whose only weapon is the unfaltering truth. They utilise every platform and means granted to them to advocate for honesty, integrity, and transparency.Trust is easy to achieve, although quite often, difficult to translate into action. Actions seeking to build trust with the audience should be authentic, be about communication, and be about doing what you say and saying what you do. Even though this is an era of misinformation, trust can be created when the audience embraces the values that one professes and the trustworthiness of communication.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Sandeepa Santiago, Innovation Architect & Brand Strategist, CommsCredible, discusses in detail the role that PR plays in establishing a startup’s credibility. She also shares insights into how AI is reshaping the approach communication professionals take towards PR and brand building, as well as the key trends she foresees emerging in PR and communications, and more.In a competitive market like India, what role does PR play in establishing a startup’s credibility?Investing in PR early on can help a company build strong relationships with key stakeholders, which, in turn, helps establish a powerful brand position in the market. PR elevates brand visibility in the lifecycle of any startup; building trust and fostering a positive reputation among key stakeholders.Storytelling is vital in this context as it helps the company craft compelling narratives that set it apart from its competitors in a dynamic market such as India.How do you see AI reshaping the way communication professionals approach PR and brand building, and what ethical considerations should be kept in mind when leveraging AI tools in this field?To say that AI has reshaped the way we engage with our stakeholders, craft stories and study data is not enough. In today’s fast evolving and dynamic digital landscape, embracing AI is a necessity for companies aiming to stay competitive and relevant.AI-powered tools help PR professionals gain deeper insights into consumer behaviour, predict trends and tailor brand narratives that align with stakeholders’ interest and preference. Content automation has made it easier to generate ideas, as well as create and refine content more quickly and accurately.Automating PR processes has further improved team efficiency while bringing a greater level of sophistication to PR efforts. This empowers professionals to concentrate on more strategic, high impact activities.Having said that, AI should be treated as a powerful tool, not a replacement for human skills and emotional intelligence. Companies will thrive when AI capabilities are combined with the creativity and expertise of PR professionals.What key trends do you foresee emerging in the PR & Communications landscape in India over the next year, particularly for startups?Startups will increasingly adopt a digital-first approach, leverage data-centric campaigns and collaborate with influencers and micro-influencers to engage with stakeholders. Companies may also prioritize purpose-driven communication, focusing on sustainability, inclusivity, and social impact messaging to connect with consumers. Additionally, video content, particularly short form videos will play a key role in PR strategies.Could you share an example of a brand or campaign that successfully reinvented itself to stay relevant in a competitive market?It has to be Vi’s ‘Be Someone’s We’ campaign. By showcasing real-life stories of community support, Vi positioned itself as a brand that prioritises human connection and social inclusion, generating significant engagement on social media. The company went beyond conventional strategies, setting itself apart in a saturated market and transforming a simple telecom messaging into a powerful call for social good.

In a notable career move, Aakriti Thakur has taken on the role of Head of Brand & PR at Paras Health, bringing over a decade of expertise in strategic brand management, public relations, corporate communications, digital marketing and business management. Known for her innovative approach to enhancing customer experiences and building strong brand narratives, Aakriti has established herself as a leader in the space. She was previously associated with Healthians as a founding member & AVP - Brand & Marketing, where she played a pivotal role in its growth and market positioning.Her contributions to the field have earned her several prestigious accolades, including:•ET Inspiring Women Leader, 2024•Brand & Marketing Visionary of the Year 2024, by Exchange4Media •Excellence in Strategic Brand & Marketing Leadership by ET •BW Marketing 40 under 40, 2023•Times Leaders of Tomorrow In her new role, Aakriti is expected to continue her journey of excellence, leveraging her expertise to shape strategic communications and drive impactful initiatives in the healthcare space.

Avance PR, a boutique and one of the fastest-growing PR agencies in India has recently won the mandate for managing Public Relations campaigns for Stovekraft, a leading kitchen and home appliances company in the country. As part of the mandate, Avance PR will strategise impactful PR campaigns and media relations across the North India region including Delhi NCR, Haryana, Uttar Pradesh, Uttarakhand, Rajasthan, Jammu & Kashmir, and others.Headquartered in Bengaluru, Stovekraft is a household name in the kitchen appliances industry. It is known for bringing its innovative and user-friendly product line for Indian customers under the brands - Skava, Pigeon and Gilma. With a robust presence across western and southern India, the company is now focusing on strengthening its foothold in the North to capitalise on immense growth opportunities. Avance PR is a boutique PR agency in Gurugram (Haryana). It will embark on a series of initiatives to design a strategic communications strategy including media outreach and thought leadership to align Stovekraft’s positioning with unique market dynamics. The series of campaigns will further highlight Stovekraft’s product innovation, customer-centricity and leadership in the kitchen appliances sector.Expressing her enthusiasm about the mandate, Ritika Garg, Founder & CEO of Avance PR said, “We are elated to partner with Stovekraft. It has been synonymous with quality and innovation in the market for years. Hence, our focus will be on crafting a cohesive PR strategy that will enhance the company’s presence among the North Indian audience while reinforcing Stovekraft’s positioning as a trusted leader in the kitchen and home appliances industry."The collaboration demonstrates Avance PR’s outstanding performance in delivering results-oriented media campaigns across diverse industries. The agency leverages its deep understanding of regional markets and is set to roll out an integrated PR approach, encompassing traditional and digital media platforms through strategic media partnerships. This partnership marks a significant step in Stovekraft’s journey to emphasise on its North India business operations while continuing to acquire customers with world-class products and solutions.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Ushang Sheth, Head of Corporate Communications, HDFC Securities, delves into his diverse experience across various sectors, including media, financial services, and corporate communications. He discusses how this background has shaped his approach to strategic communication and PR in his new role at HDFC Securities. Sheth also shares his insights on the evolving role of communication in the financial sector, particularly in building trust and engagement with stakeholders. He reflects on leading brand awareness campaigns and corporate reputation management efforts, shedding light on his key priorities for driving growth through communication at HDFC Securities. Additionally, Sheth outlines his strategies for differentiating the brand in a competitive market and more.Having worked across various sectors, including media, financial services, and corporate communications, how has your diverse background shaped your approach to strategic communication and PR in your new role at HDFC Securities?My journey into Corporate Communications has been a natural progression shaped by my diverse experiences as a research analyst, journalist, PR professional, and now, a corporate communications professional. Each of these roles has provided me with a unique perspective on various communication styles and audience expectations, enabling me to tailor messages that resonate effectively with a wide range of stakeholder groups.Over the years, I have honed essential skills in storytelling and narrative crafting, which are fundamental to corporate communications. My varied background has underscored the importance of strategic planning in communication efforts. I approach each campaign or initiative with a clear objective, defined key performance indicators (KPIs), and a comprehensive analysis of the target audience. This ensures that HDFC Securities’ communication efforts are both effective and measurable.Additionally, my experience across different sectors has fostered my adaptability. The financial landscape is continuously evolving, and the ability to pivot communication strategies in response to emerging trends, regulatory changes, or shifts in audience behaviour is crucial for maintaining relevance and impact.Given your extensive experience in financial services, particularly with companies like L&T Finance, Aditya Birla Money, & Reliance Capital how do you see the role of communication evolving in the financial sector, especially in terms of building trust and engagement with stakeholders?The communications landscape in the financial sector is rapidly transforming due to technological advancements, changing stakeholder expectations, and a heightened focus on transparency. Trust remains paramount for stakeholders, making it crucial for communications professionals to maintain integrity and comply with regulations.Financial institutions are shifting from traditional media interactions, like press releases, to utilizing digital platforms for immediate engagement. Social media and online forums are now essential for real-time communication and crisis management. Additionally, organizations are using analytics to understand stakeholder preferences and create more impactful messages, increasing engagement and effectiveness.As financial inclusion gains importance, communication strategies are adapting to serve diverse audiences by considering language and cultural sensitivities, thereby fostering stronger relationships and enhancing trust among different stakeholder groups.You’ve successfully led brand awareness campaigns and corporate reputation management efforts. What are your key priorities for driving growth through communication at HDFC Securities, and how do you plan to differentiate the brand in a competitive market?HDFC Securities has been in operation for nearly 25 years and has established a strong reputation as a trusted brand within the financial sector. The company is recognized for its core values of customer centricity, integrity, innovation, excellence, and sustainability – principles that form the foundation of its communications.At HDFC Securities, research is integral to all our activities, and we take great care to craft our communications to be consumer-centric rather than merely product-focused. Differentiation is key for us; we highlight our unique selling propositions, which include advanced investment tools, robust security measures, and exclusive research insights. Additionally, we offer innovative products such as Stock SIPs, ETFs at zero charges, and Margin Trading Funding (MTF), enabling investors to maximize their purchasing power at competitive interest rates. We also provide wealth management advisory services that operate on a fixed-fee basis rather than being driven by brokerage fees, among other offerings.Another critical area we are focusing on to enhance brand engagement is education. We believe that by fostering educational initiatives, we can establish our brand as a thought leader in the industry, thereby building trust and fostering deeper engagement with our clientele and the community at large.At HDFC Securities, how do you intend to leverage creative storytelling to simplify complex financial concepts for the average investor while maintaining the brand’s credibility?At HDFC Securities, investor education stands as a cornerstone of our commitment to serving and enlightening our customers. As pioneers in this field, we recognize that learning is a continuous and dynamic process that takes place around the clock. Our mission is to ensure that our customers have a thorough understanding of all aspects of the capital markets, particularly in the realm of investing.To achieve this, we offer a comprehensive online training program that covers a wide array of topics, including Futures & Options, Bonds and the Bonds Market, and Currency Derivatives. Our live interactive sessions provide customers with hands-on experiences in the markets, allowing them to receive immediate answers to their questions from our seasoned trainers. Participants gain valuable insights into Technical Analysis, Fundamental Analysis, Market Sentiment, Trading Strategies, and various types of investments, empowering them to make informed investment decisions.As part of our HDFC SKY initiative, we launched SKY Learn, a platform that features thoughtfully designed educational content on a variety of subjects such as IPOs, Trading Strategies, Personal Finance, Financial Planning, and Derivatives. Our commitment to education ensures that our customers are well-prepared to navigate the complexities of the financial landscape.Furthermore, we strive to create content that is easy to understand, user-friendly, and accessible to the youth. Recognizing that young people primarily consume content online – through various news apps and modern social media platforms like YouTube and Instagram – we regularly produce ‘snackable’ content that resonates with their preferences. Our aim is to engage and educate the next generation of investors effectively.With your previous media experience at CNBC TV18 and Zee Media, how do you view the current media landscape in relation to financial communications, and what strategies will you use to engage with media partners effectively?The current media landscape is shaped by several key trends and dynamics, including digital transformation, an increased demand for transparency, real-time communication, a focus on Environmental, Social, and Governance (ESG) criteria, and data-driven insights, among others. Journalists covering finance have one fundamental request which is to ensure that the messaging is solid, direct, data-driven, and clear.As a financial services firm, HDFC Securities has a wealth of data at its disposal. By leveraging this high-quality data, we create compelling content that resonates with our media partners and their audiences.It’s important to note that media professionals often seek confirmation for their stories; this is where the support of brand spokespeople becomes invaluable. They can provide relevant and credible content and industry information that enhances the trustworthiness of the stories by the journalists.Additionally, engaging with regional media is essential, as they often have a significant reach within their local communities. Content that incorporates local flavour is particularly relevant and of greater interest to these outlets.

Jasleen Kaur G has joined Bata India as Head of Category Marketing & PR. Before this, she was the Founder & CEO at Indiawood Global. Kaur is an experienced marketing & communications professional with more than a decade of experience. As part of her new position, she will be spearheading marketing portfolio of brands such as Hush Puppies, Bubble Gummers, North Star, Power, Bata, Floatz, Nine West.She was the Assistant Vice President - Marketing & PR at Reliance Brands Limited and Head - Marketing, Public Relations & Sustainability (Indian sub continent). She held the position of Senior Executive - Digital Marketing & PR at Canon India and Associate - Conferences at India Infrastructure Publishing Private Limited. She was also a journalism intern at The Hindu.She is an alumnus of Management Development Institute, Gurgaon and Columbia University.

Procam International, India’s leading sports IP promoter, is pleased to announce the elevation of Neha Kandalgaonkar to the position of Vice President & Head - Corporate Communications & PR.In her new role, Neha will spearhead the organization’s strategic communications initiatives, including media relations, and crisis management in addition to global athlete partnerships. She will also oversee the development and execution of integrated communication campaigns for Procam’s marquee events and initiatives - such as the Tata Mumbai Marathon, Vedanta Delhi Half Marathon, Tata Consultancy Services World 10K, and Tata Steel World 25K Kolkata.Kandalgaonkar has been an integral part of Procam International since 2014, where she has successfully led the Media & PR portfolio. Prior to joining Procam, she gained valuable experience at Zzebra PR and Concept PR, working with a diverse range of clients, including 92.7 BIG FM, Godrej Consumer Products, Tourism Queensland, Cinemax, Onida, Wizcraft, EmmayHR, and more.With a strong background in sports PR, Kandalgaonkar has also been associated with prominent sporting events, federations, and leagues, such as the ICC, Rajasthan Royals, Aircel Chennai Open, Mahindra Racing, HIL, ICC Women’s World Cup, IRFU, Ten Sports, and grassroots initiatives like the Mahindra Youth Football Challenge, Coca-Cola Cricket Cup, and Airtel Rising Stars.Commenting on the appointment, Vivek Singh, Joint Managing Director of Procam International, said, “I still remember Neha’s first day in the office; her energy and enthusiasm was infectious. From that day to today, her deep understanding of the sports industry, coupled with her exceptional communication skills, has led her to become the ideal person to drive our strategic communication efforts. As we embark on this new chapter of growth, we are confident that she will continue to elevate our brand and strengthen our relationships with the media, stakeholders, and the public.”Neha Kandalgaonkar expressed her excitement about the new role, stating, “It’s been a decade and feels like a marathon, but truly, it’s been a Dream Run for me at Procam International. I’m deeply grateful to Anil and Vivek Singh for their trust and to my team for their unwavering support and dedication. Together, we’ve achieved so much, and I’m excited to step into this role as we enter a new chapter, ready to build on the work done and continue contributing to India’s growing sports landscape.”Procam International has been a trailblazer in India’s participative sports landscape, pioneering distance running events and championing health, fitness, and community engagement through its marquee events. Procam’s flagship events, including the Tata Mumbai Marathon, have played a vital role in inspiring active lifestyles and igniting the philanthropic spirit across the nation.

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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