In an era where reputation can shape business outcomes as much as financial performance, strategic communications is emerging as a vital pillar of corporate leadership. As organisations grapple with AI-driven disruption, misinformation and increasingly complex stakeholder expectations, public relations is being called upon to provide not just visibility, but strategic counsel. Reflecting on this year's World PR Day theme, "The Golden Age of Strategic PR", Roshan Mohan, Founder of Tharaa Labs and Group Managing Director of Pepper Communications Group, discusses the growing influence of communications in executive decision-making, the need to measure reputation capital, and why human judgement will remain indispensable in an AI-powered future.This year's World PR Day theme is "The Golden Age of Strategic PR". Do you believe public relations has finally earned a seat at the executive decision-making table, or do communications leaders still have to prove their strategic value?I believe PR has undoubtedly moved closer to the executive decision-making table. However, it is only a matter of time when more and more business decisions will be driven by PR advisory. The organisations that see communications as a business function, that understand the importance and value of building trust are involving communications leaders much earlier in decision-making, whether it's navigating reputation risks, managing stakeholder trust, driving transformation, or supporting business growth. In those environments, PR is no longer reacting to decisions; it is helping shape them.That said, the industry as a whole still has work to do. Communications professionals need to move beyond reporting media coverage and start demonstrating how their work influences business outcomes. Today's communications landscape is driven by data, technology, audience intelligence, and integrated storytelling. The value we bring lies in connecting these disciplines to business strategy.The theme of this year's World PR Day, 'The Golden Age of Strategic PR', is particularly relevant because the role of PR has expanded far beyond earned media. We are increasingly expected to advise leadership on reputation, stakeholder sentiment, crisis preparedness, policy shifts, and the broader narrative surrounding an organisation.Strategic PR is no longer about being the loudest voice in the room. It is about ensuring the organisation is communicating the right story, to the right stakeholders, at the right time, with measurable business impact. Those who consistently deliver that value have already earned their place in the boardroom. The rest of the industry is steadily moving in that direction.In an era marked by AI, misinformation, geopolitical uncertainty and heightened stakeholder expectations, how should PR professionals balance speed with accuracy while maintaining public trust?In today's communications environment, the challenge isn't just responding quickly; it's responding responsibly. AI, misinformation, and an increasingly complex stakeholder landscape have made trust more valuable than ever.While speed is important, accuracy and credibility cannot be compromised. A delayed response can be explained; an inaccurate one can damage reputation and erode stakeholder confidence. AI can certainly enhance efficiency, but all AI platforms say “AI can make mistakes.” Human judgement, context, and ethical decision-making remain indispensable.The role of strategic PR is to help organisations communicate with clarity, consistency, and credibility. In an era of constant information flow, trust will continue to be the defining measure of effective communication.Trust has become one of the most valuable assets for organisations. What role do you see strategic PR playing in helping businesses navigate crises, regulatory changes and increasingly complex stakeholder relationships?Trust is built over time but could be eroded in an instant, which is why strategic PR has become a critical business function rather than just a communications function. We at PCG have worked out a particular formula to calculate Reputation Capital and Reputation Efficiency. It allows us to assess how communication contributes to stakeholder trust, reputation and business performance, demonstrating that while reputation is an intangible asset, it can be measured, managed and strengthened through a strategic communications approach. PR earns trust. PR helps navigate the landscape of communicating with various stakeholders, providing leadership with clear, timely, and credible counsel. PR helps anticipate risks, aligning communication with business strategy, and ensuring transparency across every stakeholder touchpoint.However, we also need a way to measure this beyond just human instinct. Despite all the PR done over decades, for instance, how long can a brand withstand a crisis? At what point does the trust start to erode? As gatekeepers, we also need to have a measure of these, hence the RC and RE scores. Having a tangible score helps us understand what’s the distance to be covered and the most effective way of doing it.As the communications industry enters what World PR Day describes as the "Golden Age of Strategic PR", what skills and mindset do you believe the next generation of PR professionals must develop to remain relevant and influential over the next decade?The professionals who'll matter most in the next decade are the ones who can combine the power of AI with sound judgment. AI is a powerful tool, but it doesn't alter the fundamentals of public relations. The communications professionals who will create the greatest impact in the next decade are those who can combine the power of AI with sound judgment. Familiarity with AI tools is becoming a baseline capability, but what will truly differentiate professionals is their ability to think critically by understanding the business context, evaluating stakeholder perspectives, anticipating reputational impact and knowing which stories deserve attention, which conversations matter most for a client, and when human insight should take precedence over automation.I'd also encourage young professionals to develop a deeper understanding of business, not just communications. The best communication strategies are rooted in an understanding of industry dynamics, competitive challenges, and business objectives. Creativity is important, but it delivers far greater value when it's backed by commercial context. Technologies will continue to evolve, and audiences will change, but authenticity, strategic thinking, and credibility will always remain the foundations of meaningful communication.

As brands navigate an increasingly complex landscape shaped by AI, misinformation and evolving stakeholder expectations, the role of communications is undergoing a fundamental transformation. Public relations is no longer confined to generating visibility or managing narratives; it is becoming central to building trust, shaping reputation and delivering measurable business outcomes. On World PR Day and its theme, "The Golden Age of Strategic PR", Sonalika Pawar, Co-Founder and CEO of Bold & Beyond, discusses why integrated communications has become a strategic business imperative, the enduring importance of authenticity in an AI-powered world, and the skills tomorrow's communicators must cultivate to remain influential. This year's World PR Day theme is "The Golden Age of Strategic PR". Do you believe public relations has finally earned a seat at the executive decision-making table, or do communications leaders still have to prove their strategic value?The more interesting question isn't whether PR has earned a seat at the executive table; it's how the role of communications itself has evolved.Today, businesses aren't looking for partners who simply execute campaigns or generate visibility. They expect communications leaders to understand business priorities, anticipate market shifts, build stakeholder confidence and help navigate uncertainty. PR has evolved from being a support function to becoming a strategic business enabler.This shift is also redefining the agency model. Brands no longer want fragmented partners managing PR, creator marketing, digital and brand strategy in silos. They increasingly seek integrated consultancies that bring these disciplines together under one cohesive strategy to solve business challenges - not just communication briefs.Ultimately, the future of communications won't be defined by the number of stories we secure. It will be defined by the trust we build, the reputation we shape and the business value we create. Reputation is no longer just an intangible asset - it's a measurable business advantage and one of the strongest drivers of long-term growth.In an era marked by AI, misinformation, geopolitical uncertainty and heightened stakeholder expectations, how should PR professionals balance speed with accuracy while maintaining public trust?The pace of communication has accelerated dramatically, but trust is still built the same way - it begins with accuracy, credibility and context.AI has become an invaluable tool for communications professionals. It enables faster research, real-time monitoring, sentiment analysis and quicker execution. But in a world where misinformation spreads just as quickly as facts, speed cannot come at the cost of accuracy.More than ever, PR professionals need to slow down where it matters most - fact-checking, validating information, conducting deep research and understanding the broader context before a story is told. The ability to separate signal from noise will become one of the profession's most valuable skills.Technology can help us gather information faster, but it cannot replace critical thinking or editorial judgement. Great storytelling has never been about simply creating content; it's about uncovering meaningful insights, asking the right questions and telling stories that are truthful, relevant and rooted in credibility.The future of communications won't be defined by who publishes first, but by who earns trust. In an AI-powered world, authenticity, rigorous research and human judgement will remain the strongest foundations of reputation.Trust has become one of the most valuable assets for organisations. What role do you see strategic PR playing in helping businesses navigate crises, regulatory changes and increasingly complex stakeholder relationships?Trust has become one of the few competitive advantages that cannot be replicated overnight.Organisations spend years building credibility, yet a single misstep can erode stakeholder confidence in moments. That's why strategic communications shouldn't begin during a crisis—it should be embedded into the way organisations lead, communicate and make decisions every day.Whether navigating regulatory changes, market volatility or evolving stakeholder expectations, communications today plays a far broader role than managing external perception. It helps leadership communicate with clarity, align stakeholders and build confidence when uncertainty is at its highest.The organisations that emerge stronger from crises are rarely those with the most polished messaging. They're the ones that have consistently invested in transparency, leadership visibility and authentic relationships long before challenges arise.Strategic PR today isn't about controlling narratives - it's about building credibility. Reputation isn't built through a single campaign or announcement; it's built through every interaction, every decision and every promise a brand consistently keeps. And increasingly, reputation isn't just an asset - it's one of the most important drivers of resilience, trust and sustainable business growth.As the communications industry enters what World PR Day describes as the "Golden Age of Strategic PR", what skills and mindset do you believe the next generation of PR professionals must develop to remain relevant and influential over the next decade?The next generation of PR professionals will need to be naturally curious, have a sense of urgency, be deeply informed and willing to continuously evolve. In an industry that's changing faster than ever, technical skills alone won't be enough - it's the mindset behind the work that will set great communicators apart.Today's audiences are more informed, discerning and harder to impress than ever before. They don't engage with fragmented campaigns - they connect with authentic, consistent narratives across every touchpoint. That makes great storytelling more important than ever, but storytelling without substance simply won't cut through.The strongest PR professionals will be those who invest time in deep research, understand consumer behaviour, immerse themselves in the brands they represent and uncover insights that lead to authentic, meaningful narratives. Before you can tell a brand's story well, you need to understand it inside out.Equally important is agility. Communication is constantly evolving, and professionals must be willing to adapt, experiment and pivot quickly when strategies aren't delivering the desired outcomes. The ability to learn continuously, embrace change and make informed decisions based on data and feedback will become a defining strength.Finally, integrated thinking and measurement will become essential. The future belongs to communicators who can see the bigger picture - bringing together earned media, creator partnerships, digital, content and experiences into one cohesive narrative, while understanding how those efforts contribute to reputation, brand equity and measurable business impact.

As communications evolves from a support function to a strategic business discipline, public relations professionals are increasingly being called upon to shape reputation, navigate uncertainty and build enduring stakeholder relationships. Yet, many organisations continue to engage PR only after critical decisions have been made. On the occasion of World PR Day and this year's theme, "The Golden Age of Strategic PR", Gaurav Jain, Founder and Managing Partner of Morning Star BrandCom, argues that the industry's biggest challenge isn't proving its value, but changing perceptions about when and how that value should be deployed. He shares his views on trust, AI, crisis preparedness, media relationships and why empathy remains the most indispensable skill for the next generation of communicators.This year's World PR Day theme is "The Golden Age of Strategic PR". Do you believe public relations has finally earned a seat at the executive decision-making table, or do communications leaders still have to prove their strategic value?PR has long earned its credibility. People know the value it brings. What has not caught up is how that value is deployed. Too many organisations still call PR into the room after the decision is made and the damage is done. The proof of strategic value still has to be made in every boardroom, every budget cycle, and every brief, not because the value is in question, but because the understanding of when and how to use it has not yet fully taken hold. That is not a seat at the table. That is a seat in the aftermath. Reputation is not a post-crisis consideration. It is a business asset that must be built into the strategy from the start, not retro-fitted onto it later. The Golden Age of Strategic PR begins the day organisations stop treating communications as a response function and start treating it as a founding one.In an era marked by AI, misinformation, geopolitical uncertainty, and heightened stakeholder expectations, how should PR professionals balance speed with accuracy while maintaining public trust?Speed should never come at the cost of accuracy. That sounds simple. In practice, the pressure to respond instantly is enormous, and the temptation to fill the silence with something, anything, is real. But credibility is not recoverable the way a news cycle is. In a world where information travels instantly and misinformation spreads just as quickly, credibility, or trust, has become the most valuable currency a communicator holds. The communicator who rushes and gets it wrong does more damage than the one who pauses, verifies, and speaks with authenticity. Trust, once lost, is extraordinarily expensive to rebuild. That trust is built the same way it always has been: through consistency, honesty and accountability, applied every single time, not just when it is convenient. The discipline the moment requires is knowing the difference between being first and being right. They are not the same thing. AI has a role here too. It can help with faster research, drafting and analysis, but it cannot replace human judgement. Whatever content AI helps create, the communication that ultimately goes out has to be verified thoroughly by PR professionals before it reaches the public. The organisations that have earned lasting public trust are almost always the ones that chose accuracy over immediacy when the two were in conflict. Trust has become one of the most valuable assets for organisations. What role do you see strategic PR playing in helping businesses navigate crises, regulatory changes and increasingly complex stakeholder relationships?The most revealing thing about how most organisations handle a crisis is that they were often not ready for it. PR often gets called when the situation has already deteriorated, when the narrative has already been formed, and when the options available are significantly reduced. That is not a crisis management problem. It is a relationship management problem that was never addressed upstream. Regulatory changes follow the same logic. An agency truly embedded in a client's business tracks the regulatory environment continuously, shapes the narrative ahead of any announcement, and ensures the organisation is never caught explaining itself reactively. Complex stakeholder relationships do not become crises overnight. They deteriorate gradually, through neglect, through assumptions left unexamined, through conversations that never happened. But this is a shared responsibility. The client has to remain an active partner, providing the agency with the access, context, and transparency it needs to serve them effectively. When both sides commit to that, consistent and authentic communication becomes possible. When either side does not, the gaps show.As the communications industry enters what World PR Day describes as the "Golden Age of Strategic PR", what skills and mindset do you believe the next generation of PR professionals must develop to remain relevant and influential over the next decade?Curiosity and critical thinking will matter enormously. So will the ability to analyse data and draw genuine insight from it. But the skill I would place above all others is empathy. The ability to understand what another person, a journalist, a client, a stakeholder, the public, needs from a given situation is what separates good communicators from great ones. It cannot be automated and it cannot be taught purely through technique. It comes from a sustained interest in people and a willingness to listen before speaking. The professionals who will lead this industry a decade from now are the ones who invest in understanding people deeply before they invest in understanding platforms. Alongside this, there is a very practical skill that will define the next decade: knowing how to use the technology available and deploy it the right way to get the desired outcome. The input you give it matters as much as the tool itself, and not everyone can do this well. It takes judgement to know what to ask for, how to shape it, and when to trust it versus when to override it. Tools will keep changing. Human motivation will not. That is where the real work of this profession has always lived. How do you build trust with the media and clients in an environment where everyone is competing for attention?In an environment this saturated, the instinct is to shout louder. The approach that actually works is the opposite. With media, trust is built through mutual respect and understanding. A journalist's time is finite and their credibility is their currency. When you pitch something that does not serve their audience, you are signalling that you do not understand their work. Building genuine media relationships means knowing what they need, not just what your client wants placed. That takes consistency and the willingness to sometimes say this is not the right story for you right now. It also means nurturing the relationship over time, understanding what a journalist covers and supporting them with useful inputs even when there is nothing to gain from it immediately. At the same time, that relationship needs boundaries. Respecting a journalist's time and independence means never taking advantage of the access or goodwill you have built with them. With clients, it comes down to genuine partnership. That means being honest from the very first conversation, setting expectations that are grounded in reality, and explaining every decision and every step along the way. What a client believes is newsworthy and what a journalist finds newsworthy are frequently different things. Navigating that gap transparently, rather than papering over it, is what builds the mutual trust and respect that makes long-term relationships possible. Do you think the industry has created an expectations problem by promising more than it can realistically deliver? If so, how can agencies balance honesty and ambition?Yes, and it is one of the industry's most persistent self-inflicted wounds. The balance between honesty and ambition is not complicated. Be ambitious about what you pursue. Be honest about what you can deliver. The two are not in conflict unless an agency makes them so by promising outcomes it has not earned the right to guarantee. Public relations can influence perception and build credibility, but it cannot compensate for weak business fundamentals or guarantee media coverage. Agencies create stronger partnerships when they clearly define success, communicate what is within their control, and remain transparent about what is not. Ambition should always be accompanied by honesty. In the long run, clients value trusted advisors who provide realistic guidance far more than those who make unrealistic promises. But beyond process and promises, what the industry really needs is a return to first principles. Agencies that do PR the way it is meant to be done, with genuine investment in each client, with quality of counsel over volume of output, and with relationships built on substance rather than deliverables, do not face this problem. The ones that chase numbers at the expense of meaning are the ones that create it. Quality over quantity has always been the answer. The industry simply needs to find it in itself to commit to that as a core principle rather than an aspiration.

As reputation becomes one of the most valuable assets in business, public relations is increasingly moving beyond its traditional role of managing media and messaging. In an age defined by artificial intelligence, misinformation, regulatory complexity and heightened stakeholder expectations, communications leaders are expected to serve as strategic advisers in the boardroom. On World PR Day's theme, "The Golden Age of Strategic PR", Noopurr R Chablani, Founder and Image Strategist at Words Matter, shares why PR has earned its place at the executive table, the importance of balancing speed with credibility, and the skills the next generation of communications professionals must develop to remain influential in the decade ahead.This year's World PR Day theme is "The Golden Age of Strategic PR". Do you believe public relations has finally earned a seat at the executive decision-making table, or do communications leaders still have to prove their strategic value?I believe that public relations has earned a seat at the executive decision-making table because reputation has become a business asset and not just a communications outcome. Organisations have increasingly recognised that reputation cannot be managed only when a crisis arises or a campaign is launched. It needs to be built intentionally and protected consistently because perception influences stakeholder decisions.That said, the role of PR today goes far beyond media visibility. It is about understanding the complexities of the business environment and helping leadership communicate with clarity, consistency and credibility. Strategic PR today is no longer limited to communicating decisions after they are made but it has a role in shaping them. As businesses navigate a more visible and interconnected world, communications leaders who bring a reputation lens to business decisions are becoming an essential part of the leadership conversation.In an era marked by AI, misinformation, geopolitical uncertainty and heightened stakeholder expectations, how should PR professionals balance speed with accuracy while maintaining public trust?In an environment shaped by AI, misinformation and constant information flow, the challenge for PR professionals is no longer just getting a message out quickly but ensuring that the message is credible but speed should never come at the cost of credibility. The balance here lies in the preparation phase and not in the reaction phase.Stakeholders today expect organisations to respond with transparency and accuracy while also being swift. This requires PR professionals to establish clear messaging frameworks, streamlined approval processes and have a strong understanding of stakeholder expectations long before an issue arises. While technology can help monitor conversations and identify emerging risks faster, every communication decision must still be guided by a human judgment.The balance lies in being prepared enough to respond quickly, while remaining disciplined enough to ensure that what is communicated is accurate. Public trust is maintained when organisations are transparent about what they know, honest about what they do not know, and consistent in both their messaging and actions. Trust has become one of the most valuable assets for organisations. What role do you see strategic PR playing in helping businesses navigate crises, regulatory changes and increasingly complex stakeholder relationships?Trust is one of the few assets that organisations cannot build overnight, especially during a crisis. It is earned through consistent communication and credible actions over the time. That is where strategic PR plays a critical role.Whether it is managing a crisis, communicating regulatory changes or engaging with stakeholders with multiple expectations, strategic PR helps organisations communicate with clarity, consistency and credibility. It ensures that concerns are addressed proactively, messages are aligned and relationships are nurtured even during periods of uncertainty.More importantly, strategic PR helps leadership understand how decisions may be perceived and received by different audiences even before the crisis arises. Its role is not just to communicate during periods of uncertainty, but to build the trust and credibility that organisations can rely on when those challenging moments arise.As the communications industry enters what World PR Day describes as the "Golden Age of Strategic PR", what skills and mindset do you believe the next generation of PR professionals must develop to remain relevant and influential over the next decade?The next generation of PR professionals will need to move beyond thinking like communicators and start thinking like business advisors. Understanding media relations and content creation will remain important, but it will no longer be enough.They will need to develop a deeper understanding of business, reputation, consumer behaviour and the broader environment in which organisations operate. Equally important is the ability to ask the right questions, challenge assumptions, contribute to business conversations and bring perspectives that help leaders make better decisions. They must also understand that PR is not just about telling stories, but about shaping narratives that influence perception, build credibility and support long-term business goals. The mindset shift is from seeking visibility to creating value. As the industry evolves, the professionals who will remain influential are those who can connect communication to business outcomes and help organisations make better decisions along with telling better stories. In the coming decade, influence will not come from being the loudest voice in the room, but from being the most trusted advisor at the table.

Authored By: Minesh Raja, Founder & Partner, Carmine Communication LLPHow AI-led discovery is reshaping PR, credibility and brand relevanceAI is no longer sitting inside a search bar waiting for a question. It is slowly becoming part of everyday life — in phones, watches, cars, home devices, cameras, voice assistants, search results and digital recommendations. This shift is called ambient intelligence: technology that quietly understands context, anticipates needs and influences decisions.For brands, this is a wake-up call. Reputation will no longer be shaped only by what companies say about themselves. It will be shaped by what intelligent systems, online communities, media stories, customer reviews and digital signals say about them.This changes the role of public relations completely.Earlier, PR was largely about media coverage, press releases, interviews and crisis response. Today, it is about building trust signals across every place where a customer, investor, employee or AI-powered platform may evaluate a brand. A hospital, for example, may have excellent doctors and infrastructure, but if online reviews speak only about high bills, delayed responses or poor patient experience, that becomes the dominant reputation signal. A real estate developer may have premium projects, but if search results highlight delayed possession or unresolved complaints, the brand story weakens before the sales team even enters the conversation. This is why modern PR professionals must think beyond visibility. They must build reputation architecture.Ambient intelligence will make decision-making faster and more invisible. A customer may ask an AI assistant, “Which financial advisory firm is credible?” or “Which builder should I trust in Mumbai?” The answer will not come only from advertising. It may be influenced by media mentions, leadership articles, Google reviews, social conversations, website clarity, employee feedback, podcasts, industry awards and even unresolved negative chatter.Modern PR must move from visibility to reputation architecture.What Companies Need to Watch Out For• Credibility will beat noise. Brands that chase only viral content may get attention, but brands that consistently offer expert views, transparent communication and proof of performance will build trust.• Reputation will become searchable and conversational. People will not only search for company names; they will ask comparative questions: Is this hospital expensive? Is this developer reliable? Is this company ethical? PR must prepare brands for these questions.• Silence can become a risk. If a company does not actively tell its story, others will define it — customers, competitors, employees, influencers or anonymous platforms.• Leadership visibility will matter. Founders, CXOs and domain experts must become credible voices on industry trends, customer concerns, innovation, ethics and future readiness.• AI adoption must be communicated responsibly. Companies using AI in healthcare, finance, real estate or customer service must explain how they protect privacy, ensure accuracy and retain human accountability.What Cutting-Edge PR Should Look Like NowBrands need an integrated PR strategy that combines earned media, thought leadership, digital reputation management, review building, social listening, content marketing, podcasts, LinkedIn influence, crisis preparedness and AI-search readiness. The goal should be simple: make the brand trusted, discoverable and relevant before the customer asks the question.Modern PR must also create content that solves real doubts. A hospital should explain treatment costs and patient safety. A real estate company should communicate construction progress and delivery discipline. A financial firm should simplify market risks. An infrastructure company should showcase safety, public impact and community engagement.The future belongs to brands that are not only visible but verifiable. Ambient intelligence will make technology smarter, but it will also make reputation more exposed. Companies that invest in authentic storytelling, transparent communication and consistent digital signals will stay ahead. In the AI-first world, PR is no longer about managing headlines. It is about shaping trust before decisions are made.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Dubai-headquartered luxury communications agency Maison Ellyse recently expanded its international footprint with the launch of its first full-scale European office in Paris, alongside the appointment of Sabrina Saad as PR and Communications Director, Paris. In this interview, Sabrina Saad, French PR Director at Maison Ellyse, discusses how Paris and the GCC are shaping the future of luxury communications, the changing role of agencies in the AI era, and why authenticity will be critical for brands expanding across both regions. As luxury brands increasingly view Europe and the Gulf as interconnected growth markets, communications strategies are evolving beyond traditional PR to focus on cultural intelligence, experiential storytelling, and long-term brand building.Maison Ellyse is positioning Paris as a bridge between Europe and the GCC. How do you see the luxury communications landscape changing as brands increasingly look at these two regions as interconnected growth markets?I believe we are entering a new era where luxury communication is no longer confined by geography. European brands are increasingly looking to the GCC not simply as a high-growth market, but as a region that is shaping global luxury trends. At the same time, GCC brands are becoming more ambitious internationally and are seeking meaningful visibility in Europe.Having worked in Paris for over a decade and now joining Maison Ellyse, I see a real opportunity to bridge these two worlds. Success today is about understanding cultural nuances, building long-term relationships and creating communication strategies that feel authentic in each market rather than simply translating campaigns from one region to another.You've worked with global luxury houses including Valentino, Delvaux and Gianvito Rossi. What are the biggest differences in how luxury brands engage consumers in Europe compared with the Gulf, and where do you see the strongest opportunities for convergence?Both regions have a deep appreciation for craftsmanship, heritage and exceptional quality; but they engage with luxury differently.In Europe, storytelling often revolves around history, savoir-faire and artistic direction. In the Gulf, luxury is much more experiential. Relationships, hospitality and exclusivity play a central role, and consumers expect highly personalised experiences.What excites me most is seeing these worlds come together. European brands are becoming more experience-driven, while GCC brands are investing heavily in craftsmanship and long-term brand building. I think this convergence will redefine the future of luxury communication.Luxury PR is evolving rapidly with the rise of creators, AI-driven discovery and social commerce. How is the role of a luxury communications agency changing beyond traditional media relations?Today's luxury communications agencies have become strategic business partners rather than simply media relations specialists.Our role now is to build ecosystems around brands by combining editorial storytelling, influencer partnerships, experiential events, strategic collaborations and cultural relevance. Technology and AI are transforming how audiences discover brands, but relationships, creativity and trust remain at the heart of luxury.At Maison Ellyse, we see communication as something much broader than press coverage. It's about creating meaningful conversations that build long-term brand equity.Paris remains the global capital of luxury and fashion. What unique value can Maison Ellyse bring to European brands that are looking to build deeper, long-term relevance in markets such as the UAE and Saudi Arabia?Paris represents heritage, creativity and excellence, while the GCC represents one of the world's fastest-growing luxury markets. Our strength is understanding both.Maison Ellyse combines an established regional presence with international expertise, allowing us to advise brands with genuine market insight rather than assumptions. We help brands navigate cultural expectations, connect with the right media, influencers and partners, and build credibility through meaningful local engagement.For European brands, it's about creating relevance rather than simply visibility.GCC luxury brands are increasingly expanding into Europe through retail, hospitality and fashion. What communications strategies are most critical for Middle Eastern brands seeking credibility and visibility in mature luxury markets like France and Switzerland?The key is authenticity.European audiences are genuinely interested in discovering new luxury brands, but credibility takes time. It requires thoughtful storytelling, consistent media engagement, carefully selected partnerships and a long-term vision.Rather than trying to imitate European luxury, GCC brands should embrace what makes them unique. Their cultural identity, craftsmanship and perspective are exactly what differentiate them within today's luxury landscape.Looking ahead, what will define success for the Paris office over the next three to five years? Are there specific sectors, partnerships or emerging luxury trends that you believe will shape Maison Ellyse's European growth strategy?For me, success isn't just about growth or expanding our client portfolio. It's about becoming a trusted partner for brands looking to build meaningful connections between Europe and the GCC.Over the next few years, I'd like to see Maison Ellyse recognised as one of the leading agencies operating across these two regions. I see tremendous opportunities in fashion, jewellery, luxury hospitality, beauty and lifestyle, but also in cross-cultural collaborations and experiential storytelling.Ultimately, our ambition is to help brands build long-term desirability by creating communication strategies that are culturally intelligent, internationally relevant and genuinely impactful.

Authored by : Rohit Sharma, Vice President – Client Relations & Content, PR Professionals.Adages reflect mindset that traverse fundamental dimensions of perceived reality i.e., space and time. They may or may not depict what is true, but for sure hold up a distorting mirror to what is passed off as truth. I have grown up hearing much like anyone else would have that ‘Content is King’ and I challenge this maxim at its very hypothesis. Stereotyping content rigidly in a gender specific mould for ages is absolutely undesirable. Any creative person holding an unfounded gender bias cannot do much justice with creativity. Picking sides without fundamental basis makes one ephemerally sorted only until the mighty epiphany strikes and when that happens, the entire narrative on which the erstwhile stance was mounted comes crashing down.People since time immemorial have treated content as King, lived life King Size, believed that King can do no wrong and what not! Most popular maxims have smelled all too masculine that they snowballed into toxic masculinity over the years. Toxic masculinity is an undesirable fixation with the gender, justifying many follies as acceptable. I choose to say, “Content is Queen”. Queen is no less significant. Real queens fix each other’s crowns. Queens represent self-mastery, resilience, and inner strength rather than literal royalty almost all the qualities of a winner. Queen is a woman. She conceives. She delivers. She shapes personalities and destinies. Will it be wise not calling Content Queen? In psychology, the feminine principle represents receptivity, intuition, nurturing, and incubation. Highly creative individuals of any gender embrace these qualities, allowing them to balance the action of masculine side with liberal-minded energy of the feminine. That’s how best of both the worlds is attained. That’s how creativity blooms. Content is no exception. I have been a content creator for myriad sectors be it engineering, real estate, retail, human rights, packaging, clean energy and climate action. Making content that draws eyeballs and evoke sustained interest is never easy. To make content creation tad simpler, don’t cling on to pre-conceived notions. Let your mind be at ease. Let inclusion govern your instinct.  Think through all aspects relating to the title. Shed hypocritical masculine toxicity. Treat your canvas as your sacred space and transform it into the holy grail just the way you would want it to be. Weave your magic by donning the creative cap. What emerges will be absolutely magnificent, something that you shall be proud of!I am a firm believer that real beauty lies in asymmetry. Celebrate imperfection because perfection is much like that space where earth meets the sky which we all know they don’t. Horizons are illusionary. Approaching content with your softest side while synthesizing and finishing it with your strongest side will bring out the best. Let people’s content be King, I am happy with my Content Being Queen!DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

There was a time when public relations was largely measured by one question: “How many media features did we secure this month?” Today, founders and brands are asking something far more layered: “What are people associating us with and how are we being remembered?” This speaks largely to where the industry is heading. PR today is evolving and it is not just seen as a support function but also as a strategic business tool. Today, visibility without narrative direction is temporary, and modern PR is increasingly leaning towards shaping perception.Media Coverage Is No Longer the End Goal For years, PR was largely associated with media visibility - press releases, interviews, announcements, and securing headlines. While these remain significantly important tools, the role of PR today extends far beyond earned coverage. In today’s world, a certain brand can trend and be on top of the charts in the morning, face criticism in the evening and by the end of the day, they are already solving a crisis. In such an environment, communication cannot only be reactive. It has to be intentional. This is where many brands are beginning to rethink PR entirely. Instead of asking agencies to simply “get coverage,” they are also looking for partners who can help define the brand’s messaging and narratives, what the brand should stand for, what authority and recall it should build and most importantly, how the brand should consistently communicate across platforms. In simple words, there is a shift from just media management to narrative strategy.Since the beginning of time, humans have always used stories to connect, and brands are finally catching onThe rules of business have quietly rewritten themselves. Today, you aren’t just competing on the price tag or the product features; you are competing on how you make people feel. We buy from people we trust, people we relate to, and people who feel real. We want to look behind the curtain to see what a company actually stands for.That is why storytelling is no longer a luxury, it is the heartbeat of communication…it’s a necessity and it isn’t about flashy slogans or slick, over-produced campaigns. It is about showing up as yourself, day after day. A great story isn’t told all at once in a single interview; it is built quietly and consistently across every single conversation you have. Today audiences can spot a script from a mile away, but they will always remember a true story.The Rise of Founder-Led Communication Another noticeable change in recent years has been the rise of founder visibility. Earlier, many businesses preferred keeping founders in the background while the company remained the primary focus. Today, founders themselves are becoming narrative carriers for the brand. Their opinions, interviews, LinkedIn presence, public speaking, and thought leadership increasingly influence how their business is perceived. From legacy businesses to emerging brands, leadership communication is becoming an integral part of reputation building. Investors want to understand what the leadership is thinking, the consumers want relatability, the media wants perspective and the employees want vision. As a result, founder branding is no longer optional but it is strategic positioning. In fact, some of the strongest PR outcomes today are coming not from brand announcements, but from credible founder voices leading industry conversations.PR Today Is Closer to Business StrategyOne of the biggest misconceptions about PR is that it begins after a business milestone is achieved. Today PR professionals are increasingly expected to understand business models, consumer behaviour, industry trends, and cultural sentiment. The role has expanded significantly. This shift is happening because communication decisions today influence investor confidence, employer branding, market credibility, stakeholder trust and vendor partnerships. A PR agency is expected to make a PR plan on the pillars of narrative, authority, perception and even long term positioning. These are strategic business angles and not just media visibility metrics anymore. Additionally, today brand perception is shaped not only by traditional media but also by social media, founder communication, customer reviews, podcasts, and real-time digital conversations. In an environment with continuous communication, every statement, collaboration or even silence contributes to public perception.The Future of PR Lies in Narrative Building The future of communications will belong to brands that understand the importance of long-term narrative building over short-term visibility. Today, PR is no longer just about getting brands featured; it is about helping brands stay relevant, credible and consistently remembered in an overcrowded information ecosystem. As the industry continues to evolve, PR professionals will increasingly be expected to act as strategic narrative architects rather than just media facilitators. Because at the end of the day, people may forget campaigns and headlines, but they always remember how a brand made them feel.

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

Authored by: Shiva Bhavani, Founder & CEO of Wing Communications There is a word that gets used more in brand communication today than at any other point in marketing history. That word is storytelling. Every agency pitches it. Every brand claims it. Every content strategy document opens with it. And at the precise moment the word has reached peak usage, the actual practice of it is disappearing. AI did not cause this. But it is accelerating it at a pace that the industry is not being honest about. What we are witnessing in the digital economy right now is not the redefinition of storytelling. It is the replacement of storytelling with something that resembles it closely enough to pass — in a dashboard, in a content report, in a client presentation — but carries none of the weight that made stories matter in the first place. What a Story Actually Is Before we talk about what AI is doing to storytelling, we need to be precise about what storytelling actually is — because the word has been so thoroughly diluted that it now means almost nothing in most brand contexts. A story is not a narrative arc. It is not a content format. It is not a three-part structure with a hook, a body, and a call to action. A story is a specific type of human communication that creates genuine emotional investment in an outcome. It requires a protagonist with something at stake. It requires tension — a gap between where things are and where they need to be. It requires truth — not factual accuracy necessarily, but emotional truth that an audience recognizes from their own experience. These are not technical requirements. They are human ones. And they cannot be reverse-engineered from pattern recognition applied to successful content.AI can produce content that has the structure of a story. It can identify that successful brand narratives tend to follow certain patterns and reproduce those patterns with technical competence. What it cannot do is generate the specific, irreducible human truth that makes a story land — the detail that is so particular it becomes universal, the tension that is so genuine it creates actual emotional investment. The digital economy is filling up with content that has the architecture of storytelling and none of its soul. And most brands cannot tell the difference because they stopped measuring for soul a long time ago. The Volume Problem The most immediate impact of AI on storytelling in the digital economy is not qualitative. It is quantitative. And the quantitative change is producing a qualitative crisis. Brands are producing more content than ever before. AI has removed the production constraint that previously acted as a natural quality filter. When creating content required significant human time and creative investment, there was an implicit standard — this needs to be worth the effort. That standard has been eliminated. The result is a digital economy drowning in content that was produced because it could be, not because it needed to exist. Stories that nobody asked for, told to nobody in particular, optimized for distribution metrics that have no relationship to genuine audience engagement. Volume without intention is not storytelling. It is noise with formatting. And audiences — even ones who cannot articulate why — are tuning out at a rate that engagement dashboards consistently underreport because the metrics being tracked are the wrong ones. What Gets Lost When Craft Disappears The storytelling craft that AI is displacing in the digital economy was built over decades by writers, journalists, filmmakers, and communicators who understood something that no training dataset can fully encode — that the difference between a story that changes how someone thinks and one that is forgotten in thirty seconds is almost always a single specific, unexpected, human detail. The founder who describes the exact moment they knew their company was going to work. The customer whose life changed in a way nobody anticipated. The product failure that led to the breakthrough. These are not narrative devices. They are moments of genuine human truth that create the kind of brand connection that no amount of optimized content can manufacture. AI cannot find these moments because finding them requires human conversation, human intuition, and the ability to recognize significance in something that does not look significant until a skilled storyteller sees it. What is being lost is not just craft. It is the institutional knowledge of how to find the raw material that real stories are made from. As brands increasingly outsource content production to AI systems, the human capability to identify, develop, and tell genuine stories is being quietly decommissioned. That capability does not come back easily once it is gone. The Trust Consequence There is a direct commercial consequence to the hollowing out of brand storytelling that the industry is not connecting clearly enough to AI-driven content strategies. Consumer trust in brand communication is at a historic low. Audiences are more skeptical of branded content, more resistant to narrative manipulation, and more capable of identifying inauthenticity than at any point in the history of modern marketing. Into this environment, the industry is deploying AI-generated storytelling at scale — content that is technically proficient, structurally familiar, and emotionally empty. The audience response is not outrage. It is indifference. And indifference is the outcome that no brand communication strategy can afford and most cannot recover from. The brands that are cutting through in the digital economy right now are not the ones producing the most content. They are the ones telling fewer, truer, morespecifically human stories — and trusting that genuine emotional resonance will do what volume never can. What AI Should and Should Not Own AI has a legitimate role in the storytelling process of any modern brand. That role is in the infrastructure, not the craft. Research, distribution, optimization, audience analysis, performance tracking — these are areas where AI genuinely improves the storytelling operation without touching the storytelling itself. Finding the right audience for a story, understanding what format works on which platform, identifying when and where to distribute — these are problems AI solves well. The story itself — the identification of genuine human truth, the craft of building emotional investment, the editorial judgment of what deserves to be told — that must remain human. Not because AI cannot produce a functional substitute, but because a functional substitute is not the same thing and audiences are increasingly able to feel the difference even when they cannot name it. The Redefinition That Is Actually Happening AI is not redefining storytelling in the digital economy. It is redefining the economics of content production — and that economic shift is creating pressure on every brand to produce more, faster, cheaper. The brands that resist that pressure — that protect the human craft of genuine storytelling even when AI makes the alternative cheaper and faster — will build something that cannot be replicated at scale. Authentic stories, told well, by brands that have done the human work of finding genuine truth in their own narrative, are becoming rarer. Which means they are becoming more valuable. That is the actual opportunity AI has created for storytelling. Not in the tools it provides. In the scarcity it has manufactured for the real thing.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Authored by: Gaurav Bansal , Director Marketing & Communications - SHRM India, APAC, & MENAFor a long time, corporate purpose mostly existed on paper. Companies carefully crafted purpose statements to explain what they stood for and how they hoped to contribute to society. These statements often featured in annual reports, leadership speeches and brand campaigns. They helped define a company’s identity and gave employees something meaningful and inspiring to connect with.But very often, purpose stayed exactly there -- in the narrative.It helped tell the organisation’s story, but it did not always shape the way decisions were made inside the business. Choices around investments, technology, hiring and leadership incentives often continued to follow familiar, traditional approaches—even when the company’s stated purpose pointed to a much broader ambition.That gap is becoming much harder to sustain.We now operate in a world where organisations are far more visible than they once were. Employees openly discuss workplace experiences. Customers pay attention to how companies behave, not just what they promise. Investors and regulators increasingly examine governance, technology practices and workforce policies.At the same time, artificial intelligence and automation are reshaping how businesses function. Decisions that once happened quietly within departments are now embedded into digital systems and data-driven models. In such an environment, purpose cannot remain a message layered on top of operations. It has to influence the architecture of how the organisation actually works.Take technology as an example. Many companies say they believe in responsible innovation. But the real question is how that belief shows up when AI tools are deployed. Are there systems to monitor bias? Are employees trained to understand the ethical implications of automated decisions? Is transparency built into technology governance? When purpose becomes operational, these questions are not handled as reputational concerns; they become part of decision-making processes.Workforce strategy offers another example. Almost every organisation today speaks about investing in people and preparing employees for the future of work. Yet those commitments become meaningful only when they influence real policies — how budgets are allocated for reskilling, how career transitions are managed, and how organisations support employees when technology changes roles. If purpose is genuine, it should shape how companies respond when workforce realities evolve.This is where the shift becomes clear.Purpose is gradually moving from storytelling into performance systems. In practical terms, that means it begins to influence how organisations measure success. Leadership performance, for instance, has traditionally been assessed through financial results and operational efficiency. Those measures remain critical. But today, organisations are also paying attention to how leaders develop talent, build inclusive teams, manage ethical risks and guide responsible technology adoption. These elements increasingly form part of leadership evaluation.Capital allocation is another place where purpose is becoming visible. Companies that speak about sustainability, social responsibility or long-term value are now expected to demonstrate how those commitments affect investment choices. Which projects receive funding? How are supply chains evaluated? What long-term societal risks are considered in strategic planning?These are not communication questions. They are governance decisions.For marketing leaders, this shift changes the nature of brand strategy. In the past, a strong narrative could exist somewhat independently from internal systems. Today, that separation is far more difficult to maintain. Audiences are quick to notice when a company’s message and behaviour do not match.As a result, marketing increasingly reflects what the organisation actually does rather than simply what it says.Human resource leaders and organisational designers play an important role here. Purpose becomes real for employees when it appears in everyday systems -- in how people are hired, how leaders are developed, how performance is evaluated and how organisational culture is reinforced.When those structures reflect purpose, employees experience it directly.None of this means storytelling is unimportant. Narratives still help organisations explain their direction and inspire engagement. But storytelling alone no longer creates credibility.Today’s stakeholders expect alignment between words and systems. The organisations that recognise this shift are beginning to treat purpose less as a branding exercise and more as part of business design. They understand that trust grows when internal practices reinforce the values the organisation claims to stand for.Purpose, in that sense, is changing shape.It is no longer simply a statement crafted for communication. It is becoming part of the frameworks that guide decisions, leadership behaviour and organisational priorities. Because in today’s economy, purpose is not defined by what companies declare. It is defined by what their systems consistently demonstrate.DISCLAIMER: The views expressed are solely of the author and Adgully does not necessarily subscribe to it.

In conversation with Adgully, Tejas Totade, Chief Technology Officer, Ruder Finn, offers a global perspective on how artificial intelligence is redefining the future of communications—from a functional tool to a strategic partner embedded across workflows. He discusses the growing influence of AI-led search on reputation and risk management, India’s role as a critical innovation hub, and why transparency, human judgment, and ethical deployment will be central to building authentic, future-ready communication strategies in an increasingly AI-driven world.AI is rapidly moving beyond automation. How do you see the shift from AI as a tool to AI as a strategic partner reshaping the future of communications?When you think about it from a big-picture perspective, the reason AI is shifting from being just a tool to becoming an integrator or a platform is because there are far more opportunities today to embed AI into daily workflows. That, I think, is the key opportunity for everyone in the industry—to embrace AI in a way that hasn’t fully happened yet.So far, the focus has largely been on which tool to use and how to use one tool versus another. But the tools themselves are reaching a level of maturity where most of them are capable of doing very similar kinds of work. If you compare large language models like ChatGPT, Gemini, Claude, or others, their capabilities are converging.Now, the real question is how you embed AI into your day-to-day functions and make it pervasive, rather than treating it as a siloed solution that you turn to only for specific tasks. That’s where the true value of AI lies, and those who are able to unlock that value are the ones who will ultimately be successful.In an always-on, hyper-connected world, how should organisations rethink risk management and reputation building in the age of AI?One of the biggest challenges organisations are facing today is that search is increasingly dominated by AI. It’s no longer just about going to Google and scrolling through links. People now rely heavily on AI overviews in search results or the first response they get from tools like ChatGPT, and they make snap decisions based on that.Customers are increasingly depending on AI-driven search and prescriptive feedback from large language models. This, in turn, is shaping public perception and brand sentiment. Most users will not scroll past the AI overview or go beyond the first response they receive.Managing this new reality is a major challenge for brands. Many organisations are actively working to ensure that the key messages that accurately represent who they are and what they offer are reflected in these AI-generated responses. This is still an evolving landscape, and it goes beyond crisis readiness. From a brand health standpoint, this is the new frontier that organisations are trying to understand and prepare for, ensuring they are equipped to handle queries coming from AI-driven channels.What unique advantages does India bring to the global AI and communications ecosystem, and where does it still need to catch up?That’s a difficult question because there are many nuances involved. One of India’s biggest advantages is its massive user base. India has also always been very open to adopting technology.If you think about the mobile revolution or digital payments like UPI, these technologies became mainstream in India much faster than they did in many Western countries. India also has a very large and young population that is inherently digitally native, which further accelerates adoption and creates demand.There is significant talent, strong appetite for experimentation, and a willingness to be digitally first. This openness to adoption, combined with scale, makes India uniquely suited for the age of AI. As long as new services meet certain baseline expectations, there is very little resistance to trying and adopting them.From your global perspective, what makes India a critical growth and innovation hub in the evolving AI and communications ecosystem?The answer is closely linked to what I just described. The same advantages—India’s digitally native population, scale, and openness to technology—also translate into strong growth opportunities.This population is driving change and is among the most active users of emerging technologies. Education is also evolving rapidly in India, with a growing focus on incorporating new technologies into digital curricula. This creates opportunities not only for products and services but also from a talent perspective.There is a large pool of talent that is eager to enter this space and think beyond conventional approaches, which makes India a critical innovation hub in the global AI ecosystem.As AI-generated content becomes more prevalent, how can brands preserve authenticity and human judgment in their communications?Authenticity will always be critical, regardless of the technology involved. If brands want audiences to respond positively to campaigns, products, or services, there has to be a genuine human element.One important step is transparency. When AI is being used—especially in situations where audiences may not realise it—brands should disclose that the content is AI-generated. That has become table stakes.Beyond that, understanding context, messaging, and audience expectations is key. AI still struggles with context. Interestingly, when Google redefined its approach to search in 2023, it moved from E-A-T (Expertise, Authority, Trust) to E-E-A-T, adding “Experience” as a core pillar.This places greater emphasis on human experience and subject-matter authority. Content created by people with lived or professional experience is ranked higher. This is where the human element becomes essential and will continue to grow in importance.There’s also the growing concern of “AI slop”—low-quality, generic AI-generated content. Human intervention is critical to ensure brand communication doesn’t fall into that category. A human-in-the-loop approach is essential to preserving authenticity and ensuring AI-generated content adds value rather than diluting it.What ethical red lines should communications leaders never cross when deploying AI at scale?Transparency is fundamental, especially when engaging with public audiences who may not fully understand how AI is being used. That should never be compromised.Equally important is empathy and human oversight. AI-generated content must go through human review to ensure it aligns with brand values and doesn’t miss critical context.While there are legal considerations around copyright and fair use—which organisations are already addressing with their legal teams—the two non-negotiables for communicators should always be transparency and human intervention.In 2026, how critical will data-led communication and real-time sentiment tracking be in shaping proactive rather than reactive crisis strategies?We are already moving beyond real-time detection towards scenario planning. Scenario planning involves using AI to build audience personas and anticipate how different groups may respond during a crisis.Even when you don’t have direct access to test messaging with a specific audience, AI allows you to create synthetic personas and test responses against them. This helps predict whether reactions will be positive, negative, or neutral, and enables brands to shape communication strategies accordingly.Real-time sentiment analysis and incident tracking are already becoming table stakes, thanks to tools like Talkwalker. The next phase is proactive planning—message testing, scenario simulations, and AI-powered crisis playbooks. That’s where risk management is headed by 2026.Looking ahead, what skills and capabilities will define the most future-ready corporate communications teams in 2026?This is something we are actively working on as an organisation. I lead a team of around 20 individuals with engineering and technology backgrounds who are driving this transformation globally.We are launching initiatives to extend these capabilities across the organisation, focusing on upskilling the existing workforce and creating a blueprint for future talent.Understanding AI will soon be table stakes. But more importantly, knowing how to implement AI and integrate it into daily workflows will be a critical skill. The real shift will be in mindset—moving from seeing AI as a standalone tool to viewing it as an integral part of everyday work. That shift needs to happen at all levels, starting from the most junior roles in the industry.

Veritas Reputation PR made its mark not by following trends, but by setting them. The year saw the firm cement its position as a specialist powerhouse in BFSI and corporate PR, earning accolades across Asia-Pacific and doubling down on innovation with its new Research & Innovation Unit. It was a year where focus met impact, and recognition followed naturally.Under the leadership of Hemant Batra, Founder & Managing Director, Veritas also expanded its global footprint by joining the Financial Narrative Agency Network and strengthened its client portfolio with industry leaders like Canara Bank, RIR Power, and Karur Vysya Bank. Amid rapid AI adoption and changing news consumption patterns, the firm demonstrated that PR today is less about visibility and more about earning trust, driving engagement, and shaping meaningful narratives that reach decision-making tables.How would you describe the year 2025 for your organization, and were there any standout moments that defined it?From inception, we focused on building Veritas Reputation PR as a ‘specialist’ firm, not a generalist and the year 2025 reaffirmed our choice. It witnessed our focus get translated into impact.We continued to register robust growth with the help of our team, our domain expert army that makes us the specialists. In just eight years, we have established ourselves as one of the leading BFSI and corporate PR firms, with recognitions extending across the Asia-Pacific region.  Being named in Provoke Media’s Top 12 ‘Best PR Agencies in India & South Asia’ and Top 10 ‘Best PR Agencies To Work For’ in Asia-Pacific region, were the defining moments that endorsed our model.Over the past year, we have strengthened our innovation capabilities by establishing Veritas Research & Innovation Unit. This internal group focuses on devising new PR ideas and tools, ensuring we stay ahead of the curve and deliver future-ready PR.Another significant moment was our induction into the Financial Narrative Agency Network, a global alliance of independent PR communications and marketing consultancies specialising in financial services. When you look at the broader PR and communications industry, what defined this year for the industry?The year witnessed a drastic shift in its news consumption habits and patterns. Readership across online / digital-first formats, news apps like DailyHunt, NewsInShorts, etc. and social media has shot up. We also witnessed an explosion of Artificial Intelligence (AI) growth and adoption. From search engine to content creation and rich media enabler, it saw tremendous growth. This shift redefined our outreach strategies and tools.PR today is no longer about just visibility; it’s about earning trust and credibility in a highly fragmented ecosystem.Which new big clients did you onboard this year, and what made those wins special?In 2025, we continued to onboard some of the leading segment players, reflecting the industry’s trust in our domain expertise and consulting-led approach. Some of the names that we added include Canara Bank, Bharat InvITs Association, RIR Power, Karur Vysya Bank and many others. How has the role of PR evolved—has it shifted from managing images to creating deeper engagement?Certainly, while managing image is important, building credibility and trust is more important. This shift has been underway for some time, and now we can see visible results.Technology, in my opinion, has accelerated this shift in a decisive way. With robust measurement tools, better analytics and AI-assisted monitoring, PR professionals can have deeper audience segmentation and thereby focused messaging.It is safe to say that PR professionals have reached or are closer to decision-making tables, beyond their communication desks, due to these developments.

What began as a year of managing noise ended as a test of credibility, capability, and consequence. In 2025, India’s PR and communications industry moved decisively beyond media outreach and message amplification, into the harder terrain of reputation economics, regulatory scrutiny, AI-led transformation, and real-time crisis accountability. From deepfake threats and influencer compliance to ESG scepticism and the convergence of earned, owned and creator-led narratives, the year exposed both structural gaps and strategic maturity across the profession. This rewind is not about campaigns that trended—but about trust that endured, systems that scaled, and the recalibration of PR’s role in a fractured, hyper-audited public discourse. The year 2025 didn’t hand the communications industry a pause button. It handed it a stress test. For Weber Shandwick, it was a year marked by structural change, sharper expectations, and a market that stopped rewarding noise for its own sake. In the middle of that churn, Karan Bhandari, Managing Director – Integrated Media Strategy, Weber Shandwick, watched momentum replace uncertainty as teams converted transition into traction, strengthening client relationships, embedding AI into everyday communications, and closing the year with Agency of the Year recognition. As part of Adgully’s annual re-look at the year – REWIND 2025 – Karan Bhandari reflects on why resilience has become a built capability rather than a crisis response, how trust has emerged as the industry’s most valuable creative currency, and why PR is no longer an add-on, but a decision-shaping function at the core of modern brand strategy. His perspective captures a defining truth of 2025: relevance now belongs to organisations that create stability, credibility, and impact even as the ground keeps shifting. How would you describe the year 2025 for your organization, and were there any standout moments that defined it? 2025 was a year of momentum. It began with significant global shifts and a sense of transformation across the business, but what stands out to me is how quickly we found our footing. Even with leadership changes and an evolving global structure, the teams moved with clarity, ownership and ambition. The moment that defined the year was seeing everyone convert change into progress. Instead of slowing down, the teams renewed key client relationships, won new ones, strengthened internal culture and closed the year with Agency of the Year recognition. For me, it proved something important: resilience is not a reaction, it is a capability. Resilience is not what you show in a crisis. It is what you build quietly when no one is watching yet - and year reminded us that the strongest organisations do not wait for stability to arrive. They create it. When you look at the broader PR and communications industry, what defines this year for the industry? The industry reached an inflection point. The Omnicom IPG development did more than reshape holding company structures. It signalled to every agency that modern relevance requires sharper positioning, deeper capability and a more honest understanding of what clients truly value. This year was shaped by three forces: AI being used meaningfully across crisis response, analysis, planning and baseline operations A renewed understanding that talent is the real differentiator Clients becoming more open to work that is bolder, clearer and more culturally awareThe industry did not evolve because of new tools. It evolved because clients stopped rewarding work that did not move the needle. Which new big clients did you onboard this year, and what made those wins special? Without naming specific clients, this was a year of meaningful and future-focused partnerships. What made the wins special was the nature of the work. We were brought in to shape integrated influence programs, build credibility frameworks, and apply intelligence and insight to how communications operate daily. We also embedded AI as part of everyday communications. This included predictive insight work, stress testing for issues, and streamlining operations that would have otherwise slowed teams down. What made the year even more significant was that we achieved this while maintaining exceptional client retention. Winning is important, but keeping trust through change is even more telling. How has the role of PR evolved? Trust is becoming the new creative currency. You cannot decorate your way into it. You have to earn it. Trust at scale is now the true outcome. We are operating in a landscape where smart use of AI adds depth and intelligence to work, but instinct and judgement still carry the final word. Authentic storytelling has shifted from being a differentiator to being the minimum expectation. And clients today are more open to challenging their own conventions, which is a positive and needed shift. PR is no longer the final layer on top of a brand strategy. It is often the place where decisions are shaped, debated and pressure-tested long before anything becomes public. 

In today?ÇÖs fast-paced media environment, effective public relations demands more than just a polished press release. It calls for strategic storytelling, deep cultural insight, and a proactive approach to crisis communication. At the forefront of this evolving field is Hudoob Younis, PR Account Manager at TPRA ?Çô The PR Agency. She is a results-driven PR professional known for her expertise in media relations, strategic communications, and brand reputation management.Hudoob leads communications for high-profile clients including smart, Zeekr, Enterprise Estonia, and the Sharjah Digital Department. Her experience spans impactful campaigns for both government and private sector clients such as the Ministry of Finance, Ministry of Health, and the Dubai Taxi Company, as well as landmark events like IGCF, SIBF, Xposure, and the Financial Media Forum.In this conversation with Adgully ME, Hudoob discusses her journey across industries, her approach to managing high-stakes PR for government entities, and the tools and strategies she uses to build lasting media relationships in a digital-first world. Your career spans customer service at Yahoo!, aviation with Emirates Airlines, journalism, and now high-level PR. How have these diverse experiences shaped your approach to strategic communications and crisis management?My career journey across multiple industries has been instrumental in shaping my approach to strategic communications and crisis management. At Yahoo!, I developed a strong foundation in consumer engagement, digital content management, and audience analytics, which are crucial in today?ÇÖs media-driven PR landscape.My time at Emirates Airlines introduced me to high-pressure environments, where I honed my crisis management skills and learned the importance of real-time problem-solving, diplomacy, and customer trust. Aviation is an industry where quick, transparent, and effective communication is critical, and those experiences have greatly influenced my approach to handling the PR crises today.Moving into journalism and public relations allowed me to combine storytelling with strategy. Whether working with government entities like the Ministry of Finance or private brands, I leverage my adaptability, cross-industry knowledge, and ability to anticipate public perception to develop communications strategies that protect and enhance brand reputation.Can you share an example of a challenging PR crisis you managed and the strategies you employed to steer the situation towards a positive outcome?One of the most challenging PR crises I managed involved misinformation surrounding major government data. It required a delicate balance between correcting inaccuracies, maintaining public trust, and managing the media narrative effectively.Another particularly complex situation was organizing the Financial Media Forum for the Ministry of Finance. The event brought together key financial reporters and senior government officials to discuss intricate economic topics. Ensuring clarity and precision in communication was critical to prevent misinterpretation and maintain credibility.Challenges: Managing high journalist expectations, bridging the financial knowledge gap, and ensuring accurate reporting on technical data.Strategies: Pre-event briefings prepared both reporters and officials, expert-led discussions ensured credibility, and an interactive Q&A fostered transparency. Post-event follow-ups with official statements helped maintain accuracy.Outcome: The forum strengthened media relations, enhanced financial literacy, and positioned the Ministry as a trusted information source, ensuring accurate future reporting.Managing high-profile government accounts like the Ministry of Finance and Ministry of Health must come with unique challenges. What are the key differences in handling such accounts compared to private sector brands, and how do you navigate these differences?Government PR requires a different approach compared to private sector communications. The stakes are often higher, as public perception directly impacts policy effectiveness and citizen engagement.Key Differences & Strategies:Regulatory & Compliance Sensitivity: Government messaging must align with legal frameworks and public policies. I ensure thorough stakeholder consultations before disseminating any information.Crisis Sensitivity: Unlike private brands, government institutions often face issues of national interest. My approach prioritizes rapid response, factual accuracy, and controlled narratives.Public Trust vs. Brand Loyalty: While private brands focus on building loyalty, government PR is about maintaining trust. I use transparent, informative, and community-focused communication to foster credibility.Navigating these differences requires diplomatic communication, proactive media management, and a strong understanding of policy implications, which I have developed through my experience handling prestigious government accounts.What do you believe are the most effective strategies for building lasting media relationships and engaging stakeholders in today?ÇÖs fast-evolving communications landscape?In today?ÇÖs rapidly evolving media landscape, building lasting relationships with journalists and stakeholders requires trust, transparency, and mutual value. I focus on personalised engagement, fostering meaningful connections with media professionals by understanding their interests and providing valuable insights beyond standard press releases. Data-driven storytelling is at the core of my approach, integrating research, case studies, and human-interest elements to craft compelling narratives that resonate. Consistency and credibility are paramount?ÇöI ensure timely, reliable communication that positions me as a trusted source rather than just another PR contact. Additionally, I leverage a multi-channel strategy, combining traditional PR tactics with digital platforms such as social media, podcasts, and webinars to maximize reach and engagement. By continuously adapting to industry shifts and fostering genuine media connections, I ensure that PR efforts remain impactful, relevant, and aligned with the ever-changing communications landscape.With the rapid growth of digital media, how do you adapt your traditional PR and communications strategies to stay ahead of trends and maintain a compelling brand narrative?The rise of digital media has transformed PR, requiring a dynamic and integrated approach to maintain relevance and influence. I seamlessly blend traditional and digital PR, leveraging press releases, events, and interviews alongside digital storytelling, influencer partnerships, and content marketing to maximize reach. Real-time engagement is essential, and I utilize digital listening tools to monitor conversations, anticipate trends, and engage proactively. Ensuring PR materials are SEO-optimized enhances online visibility and credibility, while structured crisis response plans allow for swift action in the face of digital crises.Your work on projects like Taste of Estonia at Gulfood 2025 shows a talent for international collaboration. Can you discuss how you integrate storytelling into these large-scale media campaigns to connect with diverse audiences?International collaborations require narratives that transcend cultural and linguistic barriers. When leading the PR for Taste of Estonia at Gulfood 2025, I focused on storytelling that:Highlighted Authenticity: Showcasing Estonia?ÇÖs rich culinary heritage through chefs, farmers, and local producers created an emotional connection with audiences.Localized Messaging: Tailoring the campaign to resonate with different media markets ensured maximum engagement.Multi-Platform Integration: Using a mix of press coverage, influencer partnerships, and immersive event experiences helped bring the story to life across different audience segments.This strategy ensures that brands and initiatives resonate deeply with both local and international audiences.What emerging trends or challenges in public relations do you foresee, and how are you preparing to adapt your strategies for the future?The PR landscape is rapidly evolving, with emerging challenges and opportunities shaping the future. Some key trends I foresee include:AI & Automation in PR: AI-driven analytics and chatbots are transforming media monitoring and audience engagement. I actively upskill in digital PR tools to enhance efficiency.Increased Focus on Authenticity: With misinformation on the rise, audiences demand transparency. I prioritize ethical PR practices and fact-based storytelling to build trust.Integrated Digital Strategies: PR is no longer just about press coverage; it?ÇÖs about complete digital engagement. I incorporate content marketing, influencer collaborations, and multimedia storytelling into my strategies.Diversity & Inclusivity: Representation in media matters more than ever. I ensure PR campaigns are inclusive and reflective of diverse audience needs.

We currently live in a hyper-digital world where online reputation management is a significant component of brand strategy. With the coming of the cancel culture, even a single mistake, irrespective of the fact whether it?ÇÖs intentional or not, can blow up into an actual crisis, causing substantial harm to the individual or the company?ÇÖs reputation. In my role as a brand strategist and communication and public relations expert with over a decade of experience, I have witnessed the charm of strategic storytelling and media engagement. The way people accept you online is far more important than just having a good reputation but also being agile, true to yourself and having the capacity of self-recovery. Understanding Cancel Culture and Its ImpactThe idea of the cancel culture is not just about holding individuals and businesses responsible, but is also very significant in today?ÇÖs age. Lately, customers demand truthfulness, ethical behaviour, and inclusivity from businesses. Social media is one of the most powerful tools for curating instant news, which can provoke a quick reaction and at the same time result in both appreciation and criticism. This is why companies and individuals have to weigh what they publish online carefully. A single negative tweet, a piece of incendiary content from the past, or a statement that is misinterpreted can lead to a situation. They enable the loss of customer trust, lost business opportunities, and as a result, money loss. Reputation is not just an issue for big business corporations, but it is also quite important for startups and small companies to find their place in the market as soon as possible. They need to protect it proactively. From my experience in the media industry, I have learned that adaptability and customer satisfaction are indispensable to maintaining a brand?ÇÖs good image, especially during difficult times. Building a Resilient Online Reputation1. Establish a Strong Digital Presence: Maintaining a consistent and appealing online presence across different platforms like social media, website, or media publications helps in shaping the public perception. By actively creating content which aligns with the company?ÇÖs values, businesses will be able to control the narrative before a crisis arises.   2. Authentic Storytelling: As the CEO of The Pen Project, I focus on crafting authentic brand narratives that resonate with the audience. When a brand?ÇÖs key messaging is built on genuine values and purpose-driven content, it becomes quite difficult for negative press to overshadow the years of positive impact. 3. Proactive Crisis Communication: Waiting until a crisis occurs to engage in damage control is a fatal mistake. Having a robust crisis management plan should include scenario mapping, pre-approved  to engage in damage control is a fatal mistake. A robust crisis management plan should include scenario mapping, pre-approved communication strategies, and designated spokespeople to ensure a swift and coordinated response.4. Engaging with Critics: Thoughtfully, cancel culture's strength is in inflaming emotions. If you react with a defensive or disrespectful tone, it will make matters worse. The much-needed change is for businesses to address the problems, if any, and implement a plan of action to show their commitment to society. An organized public relations plan is the basis for communication that is not only respectful but also problem-solving.5. Leverage Media Relationships: Building strong ties with media networks can be extremely valuable. I was able to assist my clients in appearing in top magazines such as Forbes, Vogue, and CNBC TV18. Good media coverage can go a long way in balancing the bad press, thereby giving a clearer picture of a brand's impact.6. Consistent Community Engagement: Consumers appreciate brands that listen and evolve based on feedback. Actively engaging with audiences through social media, events, and CSR initiatives fosters goodwill and strengthens brand loyalty. A brand with a strong community backing is less likely to be completely ?Ç£canceled.?Ç¥Turning Crisis into OpportunityAn affiliation with media outlets can be incredibly beneficial. I have managed to get clients' works published in some of the most important media.The positive coverage of the media can help to neutralize the negative one and show a more complete picture of the brand?ÇÖs contribution.Despite the challenges, cancel culture brings, it is also a platform for brands to self-reflect, evolve, and foster a stronger connection with their audience. When brands are open and accountable, what looks like potential difficulties can be turned into defining moments in their journey to success. The very core of The Pen Project has always been that through my work, I could basically encourage businesses, particularly the majority of which are startups and SMEs by putting them in the right position to tell their stories. In a time when one minute?ÇÖs brand is the next minute?ÇÖs liability, the companies that will remain are those that are adaptive, ethical and genuinely dedicated to making a difference.ConclusionIn today?ÇÖs digital age, online reputation needs to be managed with foresight, flexibility, and strategic narrative. As a business owner and communications specialist, I feel that it is vital for companies to not just defend their reputation but also to shape it through engaging narratives. Cancel culture is not just a challenge but also an invitation for brands to take responsibility, transparency and alignment with their audience. The future of online reputation management lies in proactive reputation building, ethical brand positioning, and resilient communication strategies. By adopting these principles, companies will be able not only to survive the digital scrutiny but thrive and become stronger and more engaged with their audiences. 

Ellerton & Co., a premier public relations agency with a sharp focus on Greater Southeast Asia, has appointed Adam Goulston as Strategic Advisor for its Japan market initiatives. A seasoned expat, entrepreneur, and expert in marketing and localization with over 25 years of experience, Goulston will serve as a vital cultural bridge?Çöhelping Japanese brands navigate and connect authentically with diverse Southeast Asian markets. With his deep-rooted knowledge of Japanese business practices and regional nuances, he is poised to guide Ellerton?ÇÖs clients toward meaningful cross-cultural engagement and localized growth strategies.In this interview, Goulston shares insights on how Japanese brands are evolving to better resonate with culturally diverse Southeast Asian consumers. He highlights the importance of moving beyond a one-size-fits-all strategy, emphasizing hyper-localization, cultural sensitivity, and strategic partnerships. Drawing on examples like Uniqlo's collaboration with Indian designers and AEON's tailored offerings in Vietnam, he illustrates how thoughtful localization is key to building lasting brand relevance in emerging markets.With over 25 years in marketing, localization, and digital strategy, how do you see Japanese brands evolving to appeal to Southeast Asian consumers, particularly in culturally diverse markets like Indonesia, Vietnam, and India?Japanese brands increasingly recognize the need to move beyond a one-size-fits-all approach when entering culturally diverse markets like India, Indonesia, and Vietnam. "Made in Japan" connotes quality, and Japanese goods are widely respected. But still, with more local offerings and greater competition, it's not enough. Success hinges on deep cultural engagement and localization strategies that resonate with local consumers. In some cases, companies are smartly partnering with locally established names. Companies like Uniqlo (under its parent Fast Retailing), Sapporo, and Suzuki (Maruti Suzuki in India) are strong examples.Uniqlo didn't just open Japan-style stores in India; it collaborated with Indian designer Rina Singh to create a kurta collection, blending Japanese minimalism with traditional Indian attire. The "Uniqlo in My Hub" initiative further demonstrated a commitment to community engagement by involving local professionals in store launches. Fast Retailing President Tadashi Yanai is brilliant in this area.In Vietnam, Japanese retailers like AEON have expanded their presence by offering a mix of Japanese and local products, catering to the growing middle class's demand for high-quality goods. AEON's strategy includes localizing food products by offering Vietnamese-style dishes prepared with Japanese techniques and ingredients.These examples are brick-and-mortar, as they're easier to envision. There are examples in the knowledge economy as well, and they're equally adroit and understated. But I wish there were more.I want to see Japanese companies be more assertive in flying the Japanese flag and tooting their own horn, even if it's not the Japanese way. That's a big reason why I set up my own Japan-based company, MacroLingo LLC, and why I'm partnering with Ellerton & Co. ?Çô they have teams on the ground in these markets, and they understand the cultural landscape and have deep connections with the media from Vietnam and Singapore to the Philippines and Indonesia. This is essential because Asia comprises many diverse countries. Each requires a tailored approach.Your role at Ellerton & Co. places you at the crossroads of Southeast Asia and Japan. What do you see as the biggest opportunities and challenges when Japanese companies expand into these fast-growing regional markets?The sky's the limit, as long as Japanese companies board the rocket with us. This role with Ellerton & Co. is great because I already spend a lot of time in Southeast Asia and work with Japanese companies working to succeed in the region. Meanwhile, Ellerton & Co. is Singapore-based yet with teams on the ground in Indonesia, Vietnam, the Philippines, Thailand, and Malaysia, well-connected, and can quickly gain exposure for its clients. Markets like Indonesia, Vietnam, and India have young, growing populations that respect Japanese quality, innovation, coolness, and cuteness (the kawaii factor). Japan?ÇÖs reputation for precision, reliability, and design already opens doors.Speed and agility are particular challenges. These markets move fast, and business expectations change quickly. Japan?ÇÖs traditional strength in stability can be a weakness if companies move too slowly and insist on refining to perfection before entry. They need to roll out the MVP, move faster, break more things, and be willing to adapt on the fly.Another challenge is localization. Full localization is not just about language. It is about product design, service models, and communication styles that match local needs. That's always been my personal mission in Japan ?Çô whether I'm working with companies, entrepreneurs, or even scientific researchers. It?ÇÖs also what Ellerton & Co. excels at, having worked with many major Japanese companies in Asia, refining their messaging to suit the particular market, getting exposure in the right places to reach the right target audience.Daikin is a good model to follow. It invests heavily in local production, R&D, and hiring across Southeast Asia. It doesn't just sell Japanese products abroad; it creates solutions built for tropical climates and the real needs of local businesses.The opportunity is there, and the trust is there. Japanese companies that move fast, localize completely, and match the energy of young markets will succeed. Slow movers and those that insist on perfection will lose ground fast or not even make it to the starting line.You?ÇÖve emphasized the importance of ?Ç£interpretation?Ç¥ over ?Ç£translation.?Ç¥ Could you share an example where cultural interpretation made a significant impact in a brand?ÇÖs success abroad?By definition, "translation" is the process of converting one language to another, word-for-word (and we can apply it to visual media, too). That's fine for legal documents and things where accuracy is the aim, but it's wholly inadequate for sales, marketing, branding, etc. Yet that's exactly what many Japanese companies do.Rather than "interpretation," I'd use "localization," and by that, I mean adjusting every aspect of the communication (words, images, voice, and all media) to the necessary degree while maintaining the original intent and appeal. This process can be based on the source language as a key reference, but the source language must not dictate the message that's delivered in another market. If you do that, it's simply translation. That's too simple and it usually fails. Different cultures have different lenses.One Japanese client I worked with, a beauty product with a strong Japanese identity, wanted to localize its branding overseas. I needed to maintain and communicate the key Japanese elements ?Çô the elegance, simple beauty, refined aesthetic, and the brand's roots in Japanese symbols and history ?Çô for foreign readers and viewers. That meant knowing how the Japanese side saw things and how the foreign side would interpret them. This approach to full localization can't resort to cliches and certainly can't be a direct "translation," because many aspects that Japanese readers instinctively intuit are lost on non-Japanese. In this case, the localization went over very well, which was cool, because the products are gorgeous.Southeast Asia is becoming a key outbound market for global businesses. How can Japanese companies better position themselves to not only enter these markets but become deeply relevant within them?Japanese companies are already deeply relevant in Southeast Asia in many sectors. Brands like Toyota, Honda, Uniqlo, Muji, Daiso, Mitsukoshi, Isetan, and Hitachi have gained a foothold in some very different areas. I see them all over the region, and they're consistently strong and localized. Construction, shipping, and engineering firms are also well-respected.But the next wave is about knowledge. Software, biomedical, AI, and R&D are the sectors where Japanese companies can do much more. The opportunities are wide open. There?ÇÖs a Japanese enterprise SaaS company that Ellerton & Co. and I have worked on together for several years. We?ÇÖve seen and helped them grow into multiple Asian markets, crafting their go-to-market messaging and raising awareness of their successes in Singapore, the Philippines, Malaysia and elsewhere. We?ÇÖve seen the power of communications work firsthand.Japanese companies need to rethink their positioning to become deeply relevant. First, invest in real public relations, not just announcements. Tell stories about your innovation, your mission, and your people. Understand Japan's appeal in these markets and communicate it. Make your brand human while conveying your unique appeal.Second, again, adapt and localize. Japanese brands sometimes think the product speaks for itself and can only be delivered one way, the best way. That doesn't always work. How did matcha come to be so widely loved not only in Southeast Asia but around the world? In its true form, matcha is a strong and quite bitter form of green tea. The solution ?Çô add sugar! Mix it with other foods! Use it in Kit Kats! Traditional Japanese thought (and actually my thought, too, being a matcha snob) might scoff at this ?Çô it's not the "right" way. But matcha's adaptability is the reason you see matcha-everything all over the place, and not just in tea ceremonies in Japan.Third, quite differently, and I'm putting on the MBA and development studies hats here ?Çô empower local leadership. Hire strong local teams, let them shape messaging, and give them real authority. Don't keep sending over expats who can't speak the language and don't deeply know the culture. Local ownership builds loyalty and ensures that brands move at the speed of the market.What unique advantages does your Osaka-based firm, MacroLingo, bring to the table when advising global brands eyeing Japan, and how does that complement your strategic advisory role at Ellerton & Co.?More so, MacroLingo helps Japanese companies go global rather vs. guiding global companies on Japan entry. We take Japanese innovation and expertise and communicate it in a voice the world understands, and to achieve specific business objectives. We do this at a boutique level, for limited clients and with a great deal of personal attention. I created this approach because I saw far too many Japanese companies simply using translation services or attempting to do global marketing in-house by directly translating Japanese messaging. As many of our clients are smaller firms and startups, part of our mission is to educate these clients that translation is not enough and then to prove the results of comprehensive localization.We do this by combining my background in business, science, and journalism with a network of expert creatives. We restructure messaging, refine brand voice, and ensure content is globally accessible and is culturally respectful and impactful. Our work covers scientific, technical, and high-value B2B fields where clarity and credibility are essential. We also can't overlook the importance of modern ways consumers discover brands ?Çô social media, short-form video, generative AI, and more. We apply sound SEO principles, such as EAT, in everything we write and create, to ensure that AI-based search finds our clients. And we monitor social media trends in different countries. These aspects matter so very much.MacroLingo?ÇÖs work gives me insight into what global markets expect, I know how Japanese companies think internally, and I can offer insight on what catches consumers' eyes in Japan and abroad. At Ellerton & Co., this experience gives me a strong base for advising Japanese brands that want to succeed in Southeast Asia or companies entering Japan. In combining our strengths, we understand how Japanese companies think internally and how Southeast Asian markets receive external messaging. That ability to bridge these two perspectives is how we can help Japanese brands enter and compete in new markets in a way they may not have even considered.In an increasingly digital-first world, how can storytelling and content localization be leveraged to cut through the noise and connect Japanese innovation with Southeast Asian aspirations?In a digital-first world, storytelling and localization are mandatory if Japanese brands want their offerings to align with Southeast and South Asian aspirations.It's not just about showing product features or promoting Japan-made quality. It's about understanding the ambitions of these young, fast-moving markets and speaking directly to them. Localization must go beyond translation. It means adjusting the voice, structure, examples, and even emotional appeal, while still maintaining the heart of Japanese innovation.An example is Shiseido Thailand. In 2024, it appointed Thai actor Win Metawin as the first-ever Friend of Shiseido Southeast Asia. The company connected Japanese beauty and heritage with a local figure whom people admire, using regional social platforms and short-form video to spread the story. That's real localization, not surface-level. And it sure as heck isn't just translation. Not all companies have Shiseido's budget and brand recognition, but they can emulate these successes at a more micro level. Actually, it's a lot of fun to think about and makes my job and this connection with Ellerton & Co. so exciting.At MacroLingo, we use storytelling shaped by proper SEO, geo-targeting, and a mobile-first approach. We pay attention to how people search, watch, and interact on platforms like TikTok, Line, WhatsApp, LinkedIn, and Facebook, depending on the country and the people. We work a lot with academia, and some might be surprised that even PhD researchers are normal people who congregate and consume on apps and in online communities. AI tools help us map trends and structure content faster, but the heart of the work is always human ?Çô matching message to aspiration, not just spitting out generic content no one wants to read, let alone engage with.Southeast Asia is mobile, fast, and emotional. Brands that embrace that will win. Ellerton & Co., with its insight, connections, and speed, is in a great position to make this happen. Together with Ellerton & Co., I hope to make this happen for more Japanese companies and even for companies entering Japan.

Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success.The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes.With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that builds lasting trust and impact.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Bhavna Singh, VP - Corporate Communications, Bharat Serums & Vaccines, discusses her extensive experience in pharmaceutical communications. She delves into the approach to reputation management in an industry often under intense scrutiny, the evolving role of corporate communications in the healthcare and pharma sector post-pandemic, and how Bharat Serums & Vaccines (BSV) integrates patient-centric messaging into its communication strategy. She also explores the balance between regulatory compliance and proactive corporate storytelling in the pharma industry, as well as the increasing collaboration between public and private stakeholders.With your extensive experience in pharmaceutical communications, how do you approach reputation management in an industry that is often under intense scrutiny?In an industry such as pharma that focuses on serving, improving and saving lives, trust is an imperative. Our patients, our KOLs need to trust us. Trust in turn drives reputation. As a communicator and a custodian of reputation, all our initiatives are patient centric and driven by Trust. Integrity, Trust and Reputation are not buzz words. In our industry we need to live them.During your tenure at OPPI, you led several award-winning campaigns. Could you share insights on one campaign that had a lasting impact on public perception?Two campaigns in OPPI stand out: A campaign around Science ?Çô ?ÇÿIn Science we Trust?ÇÖ ?Çô a comprehensive coffee table book that demonstrated the power of scientific research in treating several unmet medical needs with a glimpse of the future innovative treatments that can improve lives of many. The coffee table book also curated success stories of start-ups and innovators and conversations with scientists and researchers. The colours, the texture of the paper, the entire look and experience of the book aimed to give a face to science and scientists who have made some life changing phenomenal contributions in the field of medicine. ?ÇÿIn Science we Trust?ÇÖ received recognition, globally as well as in India and took us to Cannes Lions.Another award winning campaign was the Red Line Campaign that promoted the rational use of antibiotics and this was called Lal Lakeer in Hindi. The basic concept was that every consumer should be mindful when he/ she consumes an antibiotic ?Çô every antibiotic strip has a red line on it and the moment people see it they need to be cautious and mindful and rationally use antibiotics. The Red line/ Lal Lakeer campaign was featured in the London Science Museum as part of the AMR awareness week and was acknowledged as an effective awareness campaign.How has the role of corporate communications evolved in the healthcare and pharma sector, especially post-pandemic?Most often healthcare communications is about driving awareness and bringing about a change in behaviour. This can happen when messages are reiterated, and messages are relatable as well as reliable. All of us, our families, are consumers of healthcare. Healthcare is as much personal as it is emotional- and responsible healthcare communication is key. We need to communicate the right messages in the right manner.You?ÇÖve worked extensively on patient advocacy communication. How does Bharat Serums & Vaccines (BSV) integrate patient-centric messaging into its communication strategy?When we draft a patient centric communication, as the word suggests, patience is the key. BSV is one of the few women?ÇÖs health focused companies that delivers science- driven, innovative treatments for several reproductive health challenges in women. We are proud of our first of its kind patented treatment that addresses a rare condition of Rh incompatibility, for instance. A Rh negative mother giving birth to a Rh positive baby has serious implications to the health of the newborn. We have a Rh immunoglobulin that when administered to the mother helps to neutralise this incompatibility in such conditions. But the biggest challenge in India, especially rural India, is the lack of awareness on blood typing ?Çô many women do not know or are unaware of their blood group. This critical insight continues to be our main communication theme and we are taking efforts at district and panchayat levels, working with State Governments and building communication campaigns in regional languages encouraging women to know their blood groups.Access to healthcare for women is yet another critical area that we integrate into our patient-centred communication strategies. As a leading women's health company, BSV encourages women to invest in their own health. Historically it is said that 1 out of every 2 men have access to healthcare, while only 1 out of every 5 women have access to healthcare. We strive to drive more accessibility that is not gender biased but gender agnostic and we do that through awareness campaigns that speak to women of all ages and cater to women from menarche to menopause.Research is in our DNA and our storytelling focuses on the research-driven treatments that we bring to our patients that help save and improve their lives. We are proud to innovate in India, making in India for India and the world. And, science remains our hero in our communication.As a company we are hugely focused on quality being integral to the product and, therefore, aspects of efficacy and patient safety drive our patient-centred communication at BSV. We focus on good manufacturing practices as well as good storage practices and, of course, good quality standards, that strengthen our narrative of bringing best-in-class products to our patients.From a public affairs perspective, how do you see the balance between regulatory compliance and proactive corporate storytelling in the pharma industry?Compliance in pharma is mandatory. In an industry dealing with lives, compliance and responsible storytelling go hand-in-hand. Messages need to be relevant and relatable and factual.As a woman leader in a male-dominated sector, what challenges have you faced in your career, and how have you navigated them?I am fortunate to be surrounded by colleagues who have always guided me, without wearing the gender lens. My supervisors have never spared me because I was the only woman in a team. I have been treated as an equal.Looking back, there have been several learnings throughout my 25+ years of professional journey and most of the time I feel that empathy and mindfulness are very critical when we encourage diversity in a team and weave it in an organisation.Pharma companies often face crisis situations related to product safety or regulatory issues. Can you share a crisis communication strategy that worked effectively?Like I said earlier, honest and truthful responsible communication is the key in an industry that is driven by trust and reputation. This is not a crisis communication strategy, but an imperative to ensure that patients and other stakeholders are aware of the safety, efficacy and quality of products that they consume.The pharma industry is seeing increased collaboration between public and private stakeholders. How do you see this shaping communications strategies?Today, consumers want to be empowered to make their choices and want to take charge of their own health. With this kind of prioritisation, storytelling needs to be factual, credible and compelling. Narratives are formed from intense social media listening and I see the importance of digital and AI in storytelling and reputation management as a critical component in shaping the future of healthcare communications. Simplifying science, sharing real world experiences add to making healthcare communications challenging yet gratifying as this is an industry that truly transforms people?ÇÖs lives and responsible communication is the key.Building awareness, driving disease management through patient groups and multi-stakeholders, creating healthcare subject matter experts who can demystify science and bring science to homes, and finally making the pharma industry an industry of choice where dedicated teams work towards delivering positive impact on human lives are fundamental pegs that is shaping the future of healthcare communications.

In this conversation, Abhinay Kumar Singh, the Founder and Managing Director of Adgcraft Communications, shares insights into the agency's remarkable growth from a two-member team to a 36+ member organization with multiple branches. He discusses the key strategies that have fueled Adgcraft's success, the unique challenges of tailoring PR for early-stage startups, and his leadership philosophy shaped by his commitment to social impact through the YPA Foundation. Abhinay also reflects on navigating challenging campaigns, adapting to diverse client needs, and the trends and technologies set to shape the future of public relations.What key strategies helped Adgcraft Communications grow from a 2-member team to a 36+ member agency with multiple branches?Our journey has been driven by a fundamental belief: "We?ÇÖll Get It Done." This isn?ÇÖt just a motto but a principle that guides every action, ensuring our promises to clients are non-negotiable.From the very beginning, our focus has been on deeply understanding our clients?ÇÖ unique challenges and goals. At Adgcraft, we don?ÇÖt just promote brands; we educate audiences. Through a structured four-month process, we use a combination of PR tools to inform and engage. Transparency, realistic promises, and regular feedback form the foundation of our client relationships, ensuring our strategies deliver meaningful and measurable results.Our team is the backbone of our success. I?ÇÖve prioritized creating a culture where every member feels empowered to learn, grow, and take ownership. What started with just four clients has now expanded to over 120 brands, a testament to our collective passion and dedication.Scaling, for us, has always been about consistency, nurturing relationships, and improving each day. With these values at our core, we?ÇÖre excited to continue this journey, staying true to what brought us here.How does PR contribute to the success of early-stage startups, and how does Adgcraft tailor its approach to them?Established companies often have internal communication teams and rely less on agencies. However, startups?Çökey drivers of India?ÇÖs journey to becoming a $5-trillion economy?Çölook to agencies like Adgcraft as their communication partners.Adgcraft?ÇÖs inception was rooted in the startup ecosystem. While startups secured funding and media attention, their stories often failed to resonate with their target audiences. We saw an opportunity to change that. By crafting narratives that reflect their vision, we help startups connect with the right people, amplifying their stories to achieve impactful results.Our approach is tailored and founder-centric. We take time to understand their journey, their brand?ÇÖs essence, and the challenges they face. As a communication partner, we bridge the gap between startups and their audiences, ensuring their stories are not just heard but remembered.What would you say is the most significant factor behind your success as a leader in the PR industry?Success is never a solo journey?Çöit?ÇÖs shaped by collaboration, learning, and perseverance. For me, the most significant factor has been the privilege of working with exceptional people: inspiring mentors, visionary clients, and a dedicated team.Having worked with over 100 startups?Çömany led by alumni of IITs and IIMs?ÇöI quickly recognized PR?ÇÖs critical role in fuelling growth and innovation. My experience in media and public relations over the last decade inspired me to establish Adgcraft Communications, bridging gaps in strategic communication for emerging businesses.Accolades like the Young Achiever Award 2024 and The Agency Head of the Year 2024 are not just personal milestones but a reflection of my team?ÇÖs hard work and commitment. True success lies in consistency, cultivating strong relationships, and relentlessly driving client success.Can you share a challenging PR campaign and how your team successfully navigated it?Every campaign is unique, shaped by the brand?ÇÖs vision and the hurdles along its journey. Challenges often arise when aligning the brand?ÇÖs story with its audience or managing unforeseen crises.One standout example is our work with CSB, where we brought to life ?Ç£The Kulhad Man of India,?Ç¥ a narrative that resonated nationally. Another campaign involved KlugKlug, where we addressed the sensitive issue of fake followers in influencer marketing, revealing through a report that two out of three followers of influencers are fake.Navigating such challenges requires agility, a deep understanding of the brand?ÇÖs essence, and innovative thinking. By staying grounded in the brand?ÇÖs mission and crafting tailored strategies, we ensure the message reaches the right people with the right impact.With a diverse clientele, from government projects to brands like Chai Sutta Bar and Mad Influence, how does Adgcraft adapt its PR strategies to meet unique client needs?Adapting PR strategies for a diverse client base is an art that combines listening, creativity, and precision. No two clients are the same, and neither are our approaches.Our process begins with a thorough understanding of the client?ÇÖs ecosystem?Çötheir goals, challenges, and target audience. Startups might benefit from influencer collaborations, while heritage brands may need community-driven campaigns. For government projects, the focus might be on awareness and public engagement.The rapid evolution of digital media also demands adaptability. We seamlessly integrate digital and social platforms into our strategies, ensuring our clients stay relevant and connected with their audiences. By tailoring our methods to align with each client?ÇÖs unique journey, we consistently deliver impactful results.How does your commitment to social impact through the YPA Foundation influence your leadership at Adgcraft Communications?The YPA Foundation, which has provided scholarships to 15,000 underprivileged students, is a reflection of my belief in the transformative power of education. Witnessing its impact, especially in rural areas, has profoundly influenced how I lead Adgcraft.Social impact isn?ÇÖt just an add-on; it?ÇÖs ingrained in our DNA. At Adgcraft, we operate with a sense of purpose?Çöchoosing campaigns, clients, and strategies that align with our values of uplifting communities and creating opportunities.For me, true success lies in making a difference. Whether it?ÇÖs empowering our team, helping clients achieve their vision, or giving back to society, these principles guide every decision I make.What trends and technologies do you believe will shape the future of PR, and how is Adgcraft preparing to stay ahead?The PR industry is undergoing a seismic shift, driven by advancements in AI, data analytics, and automation. These tools enable hyper-personalized communication and provide deeper audience insights.At Adgcraft, staying ahead means embracing these innovations while remaining adaptable to changes in audience behaviour and media consumption. From leveraging AI-powered crisis management tools to focusing on digital reputation building, we are aligning our strategies to meet the needs of an evolving landscape.Looking ahead to 2025, we see growth in areas like AI-driven storytelling and real-time reputation management, ensuring brands stay agile and relevant in an ever-changing world.

In this competitive and fast-paced world, a brand makes a name for itself through two most crucial factors ?Çô trust and integrity. While employees are the backbone of any organization, it is truly ?Çÿbrand resilience?ÇÖ that has emerged as one of the most critical assets a company can possess. The market is hyper-competitive at the moment; hence, a strong brand reputation is not just desirable?Çöit?ÇÖs essential. It is something that a brand just cannot do without!But what does brand resilience truly mean? At its core, brand resilience refers to a company?ÇÖs ability to withstand crises, adapt to changing market conditions and emerge stronger from reputational challenges. While navigating through an ever-evolving digital landscape, the importance of brand resilience has never been more pronounced. The ability to recover from a crisis or to safeguard a brand's reputation in general is crucial in maintaining long-term success and ensuring that the brand equity is not impacted.Why Brand Reputation MattersThis is the most important question that needs to be addressed. Many will argue that brand reputation is good to have and if a product is selling, then a mere negative article, or an episode of the brand being trolled on social media will not have an impact on the brand cachet. However, there are numerous recent examples of a single social media post drastically denting the brand reputation and pulling down share prices.It will be rightful to say that reputation serves as the foundation of customer trust, influencing everything from purchasing decisions to long-term brand loyalty. Consumers today are empowered with more information than ever before, and they are quick to hold brands accountable for their actions. A positive reputation distinguishes a brand from its competitors, making it more likely to survive disruptions or crises. Whether you?ÇÖre a multinational corporation, a listed venture or a young startup trying to make its place in the minds of consumers, maintaining a positive brand image is key to thriving in today?ÇÖs digital and interconnected world.How Crises Impacts Brand ReputationAny unexpected event that poses a significant threat to a company?ÇÖs operations, reputation, or financial standing can be called a crisis. Crises can range from product recalls and corporate scandals to data breaches and even public relations missteps. Over time, the nature of these crises has evolved, particularly with the rise of digital platforms and social media. In the past, a crisis might be confined to a news cycle or localized to a specific region. However, today, thanks to the global reach of digital and social channels, any brand crisis can become a viral event within hours.Today, crises can knock the doors of a brand anytime. Whether a brand is consumer facing or not, the fear of crises is real for all. As mentioned above, crisis can take many forms- from operational crises where product defects, supply chain disruptions, or service failures directly impact customers, to ethical crises where scandals involving corporate ethics, such as fraud, environmental harm, or labour violations. Data breaches, cyberattacks, or technological failures that compromise customer data or security are also a major threat. Today, the face of a crisis is multi-dimensional. And so are negative media coverage, social media backlash, or controversies sparked by poor communication or behaviour. Impact Of A Reputation CrisisA reputation crisis can have far-reaching consequences. It can shake the very foundation of a brand's market position, erode customer trust and severely impact financial performance. Customers are likely to turn to competitors if they perceive a brand to be unreliable or unethical. Additionally, stock prices can plummet, and long-standing business relationships can be strained. The loss of trust is perhaps the most damaging impact of a reputation crisis?Çöonce lost, it can take years to rebuild.This explains why reputation is key to a brand?ÇÖs success. A strong reputation creates a buffer that can help brands weather crises, whereas a weak or tarnished reputation can lead to a rapid downfall.How To Undo The Damage when you are engulfed with an unavoidable crisisEffective crisis communication is extremely crucial in mitigating the damage caused by a reputation crisis. There are various ways in which a brand can navigate a crisis. Firstly, it?ÇÖs important to acknowledge the crisis quickly. A swift yet well thought through acknowledgment of the issue demonstrates responsibility and helps control the narrative. It is important to do a thorough analysis before putting out the response on behalf of an organization. Next, open communication and transparency is crucial. Brands must provide accurate information to stakeholders, clearly stating what went wrong and how they are addressing it. Thirdly, the brand needs to take responsibility. Deflecting blame can worsen the situation. Brands must take ownership of their actions and communicate how they plan to make amends.  It?ÇÖs equally important to outline a plan of action, where the brand needs to provide details about how the issue will be resolved, reassuring stakeholders that the situation is under control. The brand needs to be put together a crisis communications team and ensure it has one designated spokesperson for managing the external conversations. This helps in better narrative setting.Lastly, monitoring feedback by keeping track of social media, news outlets and customer feedback to address concerns is important. If the brands keep track of the social sentiment, it can gauge initial signs of issues that may go unnoticed. It can, in turn, help to nip some crisis in the bud.Rebuilding Trust And Reputation Post-CrisisOnce the crisis is managed, brands must focus on rebuilding trust. This involves consistent and positive engagement with customers, implementing reforms and demonstrating that the company has learned from its mistakes. The company must show customers that the brand is committed to rectifying the situation and delivering on its promises. It also needs to use the crisis as an opportunity to make positive changes, whether through improved policies, better products, or enhanced customer service. Positive testimonials and endorsements from loyal customers can help repair a damaged reputation. Also, the company?ÇÖs top management should focus on setting and reinforcing the positive narrative via a well thought through PR and digital campaigns.The Double-Edged Sword Of Social MediaSocial media plays a significant role in managing crises today, but it carries its own set of troubles. While social media platforms allow brands to quickly communicate with customers and correct misinformation, they also provide a breeding ground for fake news and negative publicity. Brands must be vigilant in monitoring social media, responding to inquiries and correcting false information promptly. They should focus a lot more on active listening to address any misinformation, disinformation and fake news.Demonstrating Responsibility And AccountabilityDuring and after a crisis, demonstrating responsibility is crucial to regaining trust. This can be done by making public commitments to improve, resolving the issue with the concerned parties and showing genuine concern for the well-being of stakeholders. To ensure a crisis doesn?ÇÖt occur again, it?ÇÖs important to implement preventive measures. Conducting a post-crisis analysis can help identify what went wrong and what changes are needed. This may involve strengthening internal processes, retraining employees or revising company policies.Consistent Messaging And Customer LoyaltyConsistency in messaging during a crisis is key to maintaining brand integrity. Mixed messages can confuse and frustrate stakeholders. They can negatively impact the brand reputation rather than strengthening it, as customers will not be clear about the brand purpose and focus.Also, customer loyalty programs can enhance brand resilience by rewarding customers for their continued trust and engagement. Brands with strong loyalty programs tend to recover faster from crises because they have an established base of loyal customers. Long-Term Reputation ManagementBrand resilience is not just about surviving a crisis but maintaining a strong reputation over the long term. This requires ongoing efforts to uphold ethical practices, continuously engage with stakeholders and adapt to evolving market conditions. By learning from past mistakes, maintaining transparency and continuously engaging with customers, brands can recover from crises and emerge stronger than ever. The importance of brand resilience cannot be overstated?Çöit is the key to long-term success, helping businesses weather storms, rebuild trust and maintain a strong market position.

Political and social awareness have become important issues and today?ÇÖs customers demand brands to take the side on certain topics. It is no longer enough for consumers to view a company as credible and caring about the society; they also want the company to be ethical. However, it is not easy to manoeuvre on this landscape. Striking a balance between advocacy and brand is not an easy task, but it entails understanding audience needs, being real and consistent, being transparent, considering risk factors, and controlling for such scrams as may occur at the event. Authenticity and ConsistencyThere is no greater rallying point than being genuine to who one is or to the position one holds. Corporate organisations have to have these convictions for the causes they associate their brands with and let consumers perceive the action as being influenced by dollars and times. The point is that the concept of authenticity is rooted in a brand?ÇÖs values and its historical background as well as in the brand?ÇÖs reason for being. For instance, a firm that has waged a PR campaign for environmentalism for years can credibly demand climate change than a company that started publicizing only with that theme recently. Consistency is very important. If a brand decides to take a side, it should be consistent with that decision, in actions and messages. This consistency makes consumers trust the specific brands as they seek to associate themselves with those whose values are not likely to change. If a brand is not consistent in its social issue intervention, then it is falsifying its image to the public and this is detrimental to consumers?ÇÖ confidence in the brand. Know Your AudienceKnowing your audience is crucial when speaking in political or social causes. A brand needs to know what its customers or stakeholders value, believe and expect. The analysis of the audience ensures that it is possible to identify those topic areas that are of most interest to the target demographic and therefore where the brand will be most effective in its advocacy of social causes. However, it is crucial to remember that not all the niche customers will share the brand?ÇÖs opinion on all the significant matter. Thus, for brands there is always the risk of controversy and as such they should always consider the pros and cons of having advocacy. All these dynamics can be well-balanced only provided the manager possesses profound knowledge of the audience?ÇÖs values and is open to a direct conversation with it. Transparency and AccountabilityIn the age of social media, transparency is no longer optional it?ÇÖs a necessity. Brands that engage in advocacy must be transparent about their motivations, intentions, and the actions they take to support their chosen causes. This transparency helps to build credibility and allows consumers to hold brands accountable for their commitments. Accountability goes hand in hand with transparency. Brands must not only communicate their advocacy efforts clearly but also be prepared to measure and report on their progress. Whether it?ÇÖs through regular updates, reports, or public statements, being accountable demonstrates a brand?ÇÖs commitment to the cause and reinforces its integrity. Risk AssessmentAdvocating for political or social issues comes with inherent risks. Brands must carefully assess these risks before taking a public stance. This assessment should include evaluating the potential impact on the brand?ÇÖs reputation, customer base, and bottom line. It?ÇÖs crucial to consider how a particular stance might resonate with different segments of the audience and the broader public. Brands should also consider the potential long-term effects of their advocacy. While taking a stand on a controversial issue might generate immediate attention, it could also lead to prolonged scrutiny or negative publicity. A thorough risk assessment can help brands anticipate challenges and develop strategies to mitigate them. Crisis ManagementEven with careful planning, advocacy can sometimes lead to unexpected crises. A brand might face backlash from consumers, media, or other stakeholders, and how it responds in these situations is critical. Effective crisis management involves having a clear plan in place that outlines how the brand will address criticism, clarify its position, and reinforce its commitment to the issue at hand. During a crisis, it?ÇÖs important for brands to remain calm, communicate clearly, and avoid being defensive. A well-prepared crisis management strategy can help turn potential setbacks into opportunities for further engagement and demonstrate the brand?ÇÖs resilience and commitment to its values. Balancing advocacy with brand integrity in public relations is a delicate but essential task in today?ÇÖs socially conscious world. Brands that successfully navigate this landscape do so by being authentic, consistent, and transparent, while also understanding their audience, assessing risks, and being prepared to manage crises. When done right, advocacy can enhance a brand?ÇÖs reputation, build stronger connections with consumers, and contribute to meaningful social change.DISCLAIMER: The views expressed are solely those of the author and do not necessarily reflect the views of ThePRPost.com.

With journalists?ÇÖ inboxes overflowing with pitches, PR professionals face the daunting task of securing the required press coverage. To cut through the noise, they must create compelling pitches that truly capture attention and stand out. In this article, industry experts reveal their secrets for crafting standout media pitches that resonate with journalists and secure coveted coverage.It's important to think like a journalist and put yourself in their shoes to enhance your pitch, opines Manish Sharma, Co-Founder and Director, Key Communications.?Ç£Pitches that resonate with the journalists?ÇÖ beat, are specific to the sector, and relevant to their audience are highly appreciated. Journalists share stories that appeal to a wide audience, so they should be intriguing and relevant. It's essential to strike the right balance by providing just the right amount of information: concise and clear. When structuring the pitch, use the inverted pyramid method, starting with the most significant and attention-grabbing details and then delving into more specific information. Creating curiosity among journalists with your pitch, using catchy words, and highlighting groundbreaking points can make it exclusive and reduce the chances of failure,?Ç¥ says Sharma. <img src='https://erp.adgully.me/artical_image\1a5faa1e040dba5e75078dbefb787cbe.jpeg' class='content_image'>For Sandeepa Santiago, Intrapreneur and Head of Project Management & Communications, CommsCredible, investing time to research and understand the journalist or media outlet is a crucial step to creating a powerful media pitch.?Ç£I try to familiarise myself with the previous articles and topics covered by the journalist. I customise the pitch to align with the media?ÇÖs specific interests. Additionally, I try to incorporate an interesting story hook to highlight the newsworthiness and relevance of the story angle. Including statistics and anecdotes to validate my idea, if possible, significantly improves my chances of success,?Ç¥ Santiago explains. <img src='https://erp.adgully.me/artical_image\ba88375eaad9e19035012e02536f0793.jpeg' class='content_image'>"When crafting a pitch, we focus on a brief snapshot of the larger story and its impact, which can capture the journalist?ÇÖs attention," says Shailesh Goyal, Director, Simulations Public Affairs Management Services Pvt Ltd.?Ç£It is essential to consider their target audience and what may appeal to them. For instance, the same event may need to be pitched differently to journalists covering different beats. We also realise that journalists are pressed for time, so we make it a point to keep the pitch crisp and to the point,?Ç¥ adds Goyal. <img src='https://erp.adgully.me/artical_image\9faefaff347526cda30de1bc60b6ce2e.jpeg' class='content_image'>Girisha Chauhan, Account Director at 80dB Communications Pvt Ltd, emphasizes the importance of aligning pitches with journalists?ÇÖ interests. ?Ç£To create a pitch that resonates, I research their recent articles to understand their preferred topics and angles. Identifying potential hooks like company growth, key announcements, or current industry trends is crucial. A concise, clear pitch with a timely connection to current events strengthens the story,?Ç¥ she notes. <img src='https://erp.adgully.me/artical_image\1d9351e98578d07d4a96b28e438e4aa2.jpeg' class='content_image'>Dr Navneet Anand, Founder & Director, GreyMatters Communications & Consulting, believes that good research forms the fundamental basis to ensure the pitch is rich in uniqueness and piques the interest of the journalist.?Ç£At GreyMatters, we spend significant time understanding journalists' needs. We know they are hungry for compelling narratives, and the best way to draw their attention is by proposing a pitch that is novel, fact-rich, and relevant to their specialization. For a newspaper reporter, the pitch must have a news angle; for a magazine, it should convey a trend; and for a TV reporter, a visual asset is critical,?Ç¥ says Anand. <img src='https://erp.adgully.me/artical_image\5cb45fd7a61829a84f201b0d4c14cbd8.jpeg' class='content_image'>Handling RejectionsHow do PR professionals handle rejection or a failed pitch, and what do they learn from the experience? It?ÇÖs a fact that not all pitches translate into stories, and rejection is part of the process.?Ç£Rejections are part of the game and need not cause heartbreak,?Ç¥ says Goyal. ?Ç£Often, genuinely good pitches are dismissed due to bad timing or reasons beyond our control. If a pitch doesn?ÇÖt elicit a good response, we try to figure out where we may have erred?Çöwas the subject line not good enough? Could the pitch have been explained better? We learn to take this in stride and improve next time. It?ÇÖs also important to have a backup plan, such as an alternate angle or another publication.?Ç¥Manish Sharma adds: ?Ç£Rejections can be seen as valuable feedback rather than a dead end. A failed pitch presents an opportunity for improvement and learning. By analyzing the reasons for rejections, we can redefine our approach and effectively handle failure.?Ç¥Sandeepa Santiago says that if her story pitch is rejected, she makes an effort to understand why it didn?ÇÖt resonate. "This helps me better customize my pitch in the future to align with their interests. My goal is to collaborate with the media, rather than pushing my story onto them.?Ç¥If a journalist rejects a pitch, Girisha Chauhan takes the opportunity to ask for feedback or learn why it wasn?ÇÖt a fit. "This helps me adjust future pitches. Sometimes, if relevant data isn?ÇÖt available immediately, I pause, gather more details, and circle back later. Every rejection is a learning moment to improve my approach.?Ç¥Dr Navneet Anand believes every failure is a lesson and a challenge to self-introspect to avoid repeating mistakes.Key skill-setsWhat are the most important skill sets or traits a PR professional should possess?According to Dr Navneet Anand, a PR professional must have an abiding belief in the power of knowledge. "In our intensely knowledge-driven environment, it?ÇÖs vital to be equipped with relevant information to earn respect from journalists and clients.?Ç¥As we move ahead in the digital era, Manish Sharma notes that technologies and AI are disrupting PR offerings, but a human-centric approach remains crucial. ?Ç£Communicating with empathy, practicing active listening, and paying attention to detail are key traits for effective PR,?Ç¥ he adds.Shailesh Goyal highlights qualities like a winning attitude, patience, and a strong news sense as essential for success in PR. ?Ç£Without these qualities, it?ÇÖs hard to make a mark in this profession.?Ç¥Sandeepa Santiago emphasizes that effective storytelling is the cornerstone of successful PR. ?Ç£A PR professional must communicate complex story ideas clearly and captivatingly. Research is the backbone of storytelling, enabling the development of effective communication strategies.?Ç¥Dealing with Failed PitchesWhen a story pitch fails to take off, PR pros must think creatively to secure media coverage.Sandeepa Santiago recounts a recent experience involving one of her retail FMCG clients. ?Ç£We were in discussions for a feature story, but the client was unwilling to share critical information. We pivoted, engaging in dialogue with the journalist and proposing an alternative story angle that aligned with their interests while highlighting my client?ÇÖs focus. After ensuring a unique spin, we ultimately secured a relevant story,?Ç¥ she recalls.Manish Sharma shares a similar sentiment: ?Ç£Creativity is at the core of preparing a media pitch. We research industry trends to generate ideas and take calculated risks for breakthrough results. In one instance, we crafted a compelling narrative from a client?ÇÖs social media posts on 'Gender Neutral Toilets,' which garnered widespread media coverage.?Ç¥Shailesh Goyal cites a recent example where they approached a milestone sales figure differently, presenting it as a story about job creation and its impact on the local economy, securing valuable media coverage.One time, Girisha Chauhan says she personally flew to another city to meet with editors and secure a face-to-face introduction on behalf of a client. "Establishing a personal connection, consistently following up, and offering exclusive insights helped me build relationships with key editors. I tailored my pitches to align closely with their editorial needs and interests, which eventually resulted in valuable media coverage in major publications. This creative approach of personal engagement, along with a unique angle, proved to be a game-changer."Dr Navneet Anand recounts: ?Ç£When a big hospital asked us to create media coverage around Asthma Day, we coordinated with Delhi Police to screen traffic personnel, resulting in startling findings that made for great media stories.?Ç¥Image by Gerd Altmann from Pixabay

From CrowdStrike?ÇÖs update snafu to Disney?ÇÖs Nullbulge nightmare, recent headlines underline a critical truth: technical glitches and cyber attacks can erupt in a PR inferno. But fear not, fellow communicators! In this feature report, Adgully delves into the art of crisis communication, equipping you with the strategies and tactics to navigate even the stormiest PR waters. Learn how to build trust, mitigate damage, and emerge stronger from the other side.What are the key takeaways from both the incidents?Thorough testing and validation processes are crucial before deploying software updates, especially in critical systems like cybersecurity, says Bhaskar Majumdar, Co-originator, CommsAdda. ?Ç£Robust cybersecurity measures and continuous monitoring are essential to detect and mitigate breaches promptly, ensuring customer data protection. Effective communication strategies during such crises are vital to maintaining trust and transparency with stakeholders,?Ç¥ he says.Reflecting on the incidents involving CrowdStrike?ÇÖs software update glitch and Disney?ÇÖs data breach by Nullbulge, several pivotal lessons in crisis management emerge, says Priya Sharma, Co-Founder, PRZSM Communications. Firstly, she adds, these events underscore the necessity of robust crisis management plans.?Ç£Preparation enabled both companies to swiftly mitigate the impact. Secondly, the importance of transparent communication cannot be overstated. The timely updates from CrowdStrike and Disney played a crucial role in maintaining trust and controlling the narrative. Additionally, rapid response efforts were vital; CrowdStrike?ÇÖs swift identification and rectification of the glitch, and Disney?ÇÖs immediate actions to secure compromised data, were key in managing these crises. Lastly, these incidents remind us of the importance of learning from experiences. By conducting post-crisis analyses, organisations can identify vulnerabilities and refine their strategies, ensuring they are better equipped for future challenges,?Ç¥ Sharma explains.Effective crisis management in the digital age requires a combination of preparedness, rapid response, clear communication, and sensitivity towards affected parties, says Deepak Jolly, Founder and Director, Consocia Advisory.?Ç£Learning from incidents like CrowdStrike?ÇÖs software glitch and Disney?ÇÖs data breach helps companies enhance their crisis management strategies. This involves having detailed pre-crisis management strategies, including robust training and simulations drills, crisis communication plan, balancing transparency with sensitivity, and continuously improving policies and procedures. By adopting these best practices, companies can better navigate crises and maintain trust with their stakeholders,?Ç¥ Jolly adds.Deepak Jolly takes a look at what both companies did to resolve the crisis.CrowdStrike?ÇÖs Software Update GlitchIncident Summary:What Happened: CrowdStrike, a cybersecurity firm, released a software update that caused system disruptions for their clients. Microsoft, which is helping customers recover, said in a blog post they estimate that CrowdStrike?ÇÖs update affected 8.5 million Windows devices.Nature of the Issue: The update led to unexpected system behaviour, affecting clients?ÇÖ operations severely.The Impact:Reputation Loss: CrowdStrike?ÇÖs reputation as a reliable cybersecurity provider was tarnished. Clients trust cybersecurity firms to prevent disruptions, not to cause them.Financial Loss: The glitch likely resulted in operational downtime for clients, leading to potential financial losses and compensation claims.Client Trust: Trust is crucial in cybersecurity. The incident eroded client confidence and could deter potential clients.The Response:Immediate Communication: CrowdStrike quickly acknowledged the issue and provided frequent updates.Technical Resolution: They worked swiftly to roll back the problematic update and restore normal functionality.Client Support: Offers support to affected clients to minimize the disruption.Disney?ÇÖs Data Breach by NullbulgeIncident Summary:What Happened: Disney experienced a data breach by the hacker group Nullbulge, compromising sensitive information. Nullbulge claimed responsibility for leaking over 1.2 terabytes of internal communications.Nature of the Breach: This breach allegedly includes sensitive information about upcoming projects, advertising campaigns, and even employee data.The Impact:Reputation Loss: Disney?ÇÖs ability to protect customer data was questioned, undermining customer trust.Financial Loss: Financial repercussions included legal fees, fines, and compensation for affected clients, channel partners and other stakeholders, as well as costs to enhance security measures.Customer Trust: The breach could lead to a loss of customers, impacting brand loyalty and market position.The Response:Timely Disclosure: Disney promptly informed affected stakeholders and the public.Collaboration with the Authorities: Worked with law enforcement and cybersecurity experts to investigate and secure systems.CrowdStrike Falcon?ÇÖs outage has significantly impacted businesses worldwide, says Ganapathy Viswanathan, independent communication consultant. Typically, he adds, technology crises are temporary and soon forgotten, but this incident has resulted in substantial losses for many companies. It exemplifies crisis management in the tech industry, he adds.?Ç£While some may mistakenly associate CrowdStrike Falcon with Microsoft, it is crucial to note that Microsoft?ÇÖs reputation is also affected. CEO Satya Nadella has responded on social media, stating that they are providing technical guidance to restore the system. Transparency is essential now. Clearly stating the problem and providing a solution can prevent speculation and reassure the public. Setting up a dedicated helpline for technical support and monitoring online platforms to address queries promptly will also be beneficial,?Ç¥ Viswanathan adds.Best practicesWhat are the essential elements or best practices of an effective crisis management plan in the digital age?Priya Sharma is of the opinion that an effective crisis management plan in today?ÇÖs digital age must be comprehensive and dynamic. She suggests that it is crucial to have a dedicated crisis communication team with clearly defined roles and responsibilities. This team, she adds, should utilize advanced monitoring tools to detect potential issues early, allowing for proactive measures.?Ç£Developing clear communication protocols ensures both internal and external messages are consistent and accurate. Engaging key stakeholders with regular updates and addressing their concerns promptly is essential. Preparing media statements in advance and designating spokespersons for press interactions help maintain a unified message. Regular crisis simulations and training sessions keep the team prepared and responsive. Post-crisis evaluations are equally important, as they allow organisations to identify strengths and areas for improvement, ensuring the crisis management plan evolves and improves continuously,?Ç¥ she says.In today?ÇÖs digital age, says Bhaskar Majumdar, effective crisis management plans must encompass key elements and best practices.Preparation and Planning: For instance, CrowdStrike?ÇÖs incident highlights the critical need for thorough testing and validation before rolling out updates to vital systems.Timely Response and Communication: An example is Disney?ÇÖs swift and transparent handling of the Nullbulge data breach, demonstrating the importance of promptly informing and maintaining transparency with affected parties.Transparency and Accountability: Equifax?ÇÖs data breach serves as a cautionary tale, illustrating the severe consequences of delayed disclosureTransparency with sensitivityHow can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?According to Bhaskar Majumdar, companies can balance transparency with sensitivity to affected parties during a data breach or technical crisis by:Promptly disclosing the incident with clear and factual information.Acknowledging the impact on affected individuals or customers.Providing regular updates on the investigation and remediation efforts.Offering support and resources to those affected, such as identity protection services.Respecting privacy by not disclosing unnecessary details that could further compromise security or cause undue alarm.According to Deepak Jolly, essential elements of an effective crisis management plan in the digital age are:Pre-Crisis PreparationRisk Assessment: Regularly assess potential vulnerabilities and threats within the organization.Training and Simulations: Conduct regular drills and training for employees, including both technical response and communication strategies.Crisis Communication Plan: Develop a comprehensive plan that includes:Designated Spokespersons: Identify key personnel to communicate with the public and media.Communication Channels: Establish primary and backup channels (e.g., social media, press releases, customer emails).Messaging Framework: Create templates and guidelines for consistent messaging.Incident ResponseImmediate Action: Quickly contain and mitigate the issue to prevent further damage.Internal Coordination: Ensure seamless communication among internal teams (IT, legal, PR, customer support) for a unified response.External Communication:Timely Updates: Provide frequent, transparent updates to stakeholders.Clear Language: Use plain language to communicate with non-technical stakeholders.Own the Mistake: Acknowledge the issue and take responsibility.Post-Crisis ManagementEvaluation and Learning: Conduct a thorough post-mortem analysis to understand what went wrong and how to improve.Policy Updates: Revise and strengthen policies and procedures based on lessons learned.Customer Support: Offer ongoing support and remediation to affected customers.Balancing Transparency with SensitivityClear and Honest Communication:Timely Updates: Provide regular updates as the situation evolves.Avoid Jargon: Communicate in plain language for better understanding.Acknowledge Mistakes: Own up to errors and explain corrective measures.Sensitivity to Affected Parties:Personalized Communication: Reach out to affected customers individually when possible.Support Services: Provide resources such as hotlines, FAQs, and compensation if applicable. Offer support like free credit monitoring or identity theft protection.Privacy Considerations: Ensure that communication respects privacy and does not disclose further sensitive information.Balancing Act:Transparency: Be open about the nature and extent of the breach or glitch without causing unnecessary panic. Provide facts and avoid speculation.Sensitivity: Show empathy and understanding towards affected individuals and their concerns.How can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?Best Practices in Crisis CommunicationProactive Monitoring: Utilize tools to monitor for potential issues and respond before they escalate.Unified Messaging: Ensure all communications are consistent and come from authorized spokespersons.Stakeholder Engagement: Keep all stakeholders informed and engaged throughout the crisis. This includes employees, customers, partners, and regulators.Crisis Team: Have a dedicated crisis management team with clear roles and responsibilities. This team should be trained to handle various crisis scenarios.Post-Incident Review: Conduct a comprehensive review and update the crisis management plan regularly. Learn from each incident to improve future responses.Balancing transparency with sensitivity during a data breach or technical crisis is crucial for maintaining trust and credibility, says Priya Sharma. ?Ç£Timely disclosure is essential; affected parties should be informed as soon as possible with clear and concise information about the incident and its impact. Demonstrating empathy towards those affected and offering support and resources helps manage the situation effectively. Ensuring all communication is accurate and factual avoids speculation and misinformation. Regular updates on the progress of resolution efforts maintain transparency. Respecting the privacy of affected individuals is also important, avoiding unnecessary disclosure of personal information. By following these strategies, companies can effectively address concerns while maintaining a positive relationship with their stakeholders,?Ç¥ Sharma adds.Priya Sharma feels that social media plays a vital role in crisis communication, offering both challenges and opportunities. Companies can leverage social media effectively by providing real-time updates, keeping stakeholders informed and engaged.?Ç£Engaging with the audience by responding to queries and concerns promptly demonstrates responsiveness and care. Monitoring social media sentiment helps gauge public reaction and adjust communication strategies accordingly. Consistency in messaging across all social media channels is crucial to avoid confusion and maintain credibility. Honesty and transparency in social media communications, addressing issues directly, and acknowledging mistakes when necessary are also critical. By implementing these strategies, companies can effectively manage crises in the digital age, maintaining trust and minimizing reputational damage,?Ç¥ she concludes.

The concept of the metaverse has transitioned from a speculative fodder for fiction to an impending reality. As this immersive virtual world begins to take shape, it presents a unique frontier for public relations (PR) professionals and agencies. The metaverse offers an unprecedented opportunity to create, interact, and engage in ways previously unimagined, compelling agencies to rethink and innovate their PR strategies. With major tech giants investing heavily in this space and virtual experiences becoming increasingly sophisticated, the question arises: Is it time for PR agencies to devise innovative strategies specifically tailored for the metaverse? This story delves into the potential of the Metaverse for PR, exploring how agencies can leverage this new realm to enhance brand presence, foster deeper connections with audiences, and navigate the challenges of this uncharted, but exciting, territory.Is it the right time?Absolutely, says Aman Gupta, Managing Partner, SPAG FINN Partners.The metaverse, according to Gupta, is not just a concept for the future; it?ÇÖs a burgeoning reality where major brands are already making significant investments.?Ç£For PR agencies, this is a pivotal moment to innovate. We need to create immersive, interactive experiences that go beyond traditional media. Strategies should include virtual events and experiences, branded virtual spaces, and leveraging avatars for storytelling and engagement. Agencies that can harness the potential of the Metaverse will be at the forefront of a new era in digital communication, offering clients unprecedented ways to connect with their audiences,?Ç¥ he says.Concurring with Aman Gupta on this, Priya Sharma, Co-Founder of PRZSM Communications, asserts that metaverse can help brands stand out.?Ç£Absolutely, it's the perfect time for agencies to create new PR strategies for the metaverse. Imagine a place where brands can connect with people in exciting, virtual ways. This digital world offers unique opportunities for brands to interact with their audiences. For example, Airtel used the metaverse for its 5G launch, and many Indian brands are already holding virtual events to engage customers. By using avatars to build communities, PR agencies can reach tech-savvy consumers who spend a lot of time in these virtual spaces and create meaningful connections with the audience. This approach will lead to better campaign outreach and help brands tap into new audiences. Embracing the metaverse can help brands stand out and build stronger connections with their audience,?Ç¥ Sharma adds.Vishaal Shah, Co-founder, Moe's Arts, also feels that it is indeed time for PR agencies to start developing innovative strategies tailored to the metaverse. ?Ç£As more brands establish a presence in virtual worlds, PR professionals must be prepared to help clients effectively navigate this new frontier. This will involve familiarizing themselves with the unique features, culture, and communities of different metaverse platforms to inform their approach, as what works on one virtual world may not translate to another.?Ç¥According to Shah, the focus should be on storytelling, brand experiences, and community building, which are likely to be key pillars of metaverse PR. ?Ç£They can help brands create compelling narratives and immersive activations that engage audiences in novel ways. Leveraging the social and interactive nature of the metaverse will be crucial, possibly through partnerships with virtual influencers, hosting virtual events, or creating branded avatars and digital collectibles. Additionally, issues management and crisis communications strategies need to be adapted to suit the fast-moving, user-generated content-heavy nature of the metaverse,?Ç¥ he explains.ChallengesPR in the metaverse faces unique challenges, particularly in content moderation and intellectual property protection. The vast, real-time nature of the metaverse complicates scalable monitoring and identity verification, while ensuring cultural sensitivity adds another layer of complexity. Protecting digital assets, trademarks, and user-generated content against infringement is difficult in this decentralized environment, especially with evolving legal frameworks and enforcement issues. Additional challenges include ensuring data privacy and security, addressing ethical considerations, and maintaining regulatory compliance. Navigating these issues requires innovative strategies and a deep understanding of the metaverse's dynamics.Let?ÇÖs see what the PR pros have to say about this.Navigating PR in the metaverse presents unique challenges that demand agile strategies, states Aman Gupta.According to him, the environment's fluidity and novelty require constant adaptation from PR professionals. Crafting a consistent brand narrative amidst this dynamic landscape necessitates authenticity and trust to engage audiences seeking genuine interactions in virtual spaces.?Ç£Ensuring inclusive and accessible PR campaigns across varying digital literacy levels, while addressing ethical data privacy and security concerns in the closely monitored metaverse, requires balancing innovation with responsible communication practices. Additionally, measuring the impact and effectiveness of PR initiatives is complex due to traditional metrics' inability to capture virtual engagement and sentiment accurately, thus necessitating the development of new analytics and evaluation methods,?Ç¥ Gupta says.Priya Sharma observes that PR in the metaverse has some unique challenges, especially around content moderation and protecting intellectual property (IP).?Ç£Imagine a busy digital marketplace where everything must reflect the brand's values. Making sure user-generated content fits with brand guidelines requires advanced tools and careful watching. The decentralized and anonymous nature of virtual spaces makes this harder. IP protection is another big issue. Digital assets can be easily copied and shared, leading to IP problems. Agencies and brands need to work with legal experts to handle digital ownership and enforce their rights, helping create a digital watermark that secures your work from being copied or misused. Clear policies and using blockchain technology for tracking digital assets can help reduce these risks,?Ç¥ Sharma says.Vishaal Shah says that content moderation is a significant challenge in the metaverse due to its real-time, immersive nature. ?Ç£Policing harassment, hate speech, misinformation, and other problematic content is even more difficult in virtual worlds than on traditional social platforms.?Ç¥Shah reckons that intellectual property protection in the metaverse is complex, as the line between homage, remix culture, and IP infringement can be blurry in user-generated virtual worlds. ?Ç£Brands will need to decide how tightly they want to control their IP in the metaverse and develop appropriate strategies. Measurement and ROI could also be challenging in the early days of the metaverse, as platforms and tools are still developing. Setting the right KPIs will require experimentation and flexibility. Additionally, reputational risk is heightened in the metaverse, given its nascent stage.?Ç¥Measurement in metaverseAs the metaverse transitions from concept to reality, PR professionals face the challenge of redefining how they measure campaign success in this new digital frontier. Traditional metrics may no longer apply, requiring innovative approaches to evaluate engagement, reach, and impact within immersive virtual environments. The stakeholders need to devise advanced tools and techniques that will enable PR practitioners to effectively gauge the success of their campaigns and navigate the complexities of this rapidly evolving landscape.The future of PR measurement in the metaverse is still evolving, but it is poised to be a fascinating area as this new medium matures, points out Vishaal Shah, who predicts the emergence of new metaverse-native metrics.?Ç£Some traditional digital metrics like reach, engagement, and sentiment will likely still apply, but they may need to be adapted to account for the metaverse's unique features, such as measuring interactions with 3D branded objects. New metaverse-native metrics may emerge, such as the number of avatar interactions, virtual event attendees, or digital collectibles sold. The key will be tying these metrics to tangible business outcomes. In the long run, success metrics may shift from focusing on one-off campaigns to evaluating ongoing metaverse community health, such as the growth, activity, and positive sentiment surrounding a brand's virtual neighborhood or persistent branded experience. PR professionals will need to stay agile, experimental, and closely attuned to how people actually use and perceive the virtual world to effectively gauge the success of their campaigns in the metaverse,?Ç¥ Shah concludes.In the metaverse, says Priya Sharma, traditional metrics will change to reflect the unique nature of virtual engagement. She feels that PR professionals will need to use new key performance indicators (KPIs) that capture the immersive and interactive aspects of these environments.?Ç£Important metrics will include time spent in virtual spaces, interaction rates with virtual content, conversion rate, customer engagement, return on investment and the spread of digital experiences. Advanced analytics tools that track user behaviour in virtual platforms will be crucial. Analysing the sentiment of virtual interactions and feedback from avatars will give deeper insights into audience perceptions. Using augmented and virtual reality metrics will help measure the effectiveness of immersive campaigns. The success of PR campaigns in the metaverse will depend on their ability to create meaningful, memorable, and measurable interactions that connect with audiences in these dynamic digital spaces,?Ç¥ says Sharma.Aman Gupta predicts that measurement in the metaverse will transcend traditional metrics, focusing on immersive engagement, real-time sentiment analysis, and behavioural insights. ?Ç£Success of campaigns will be gauged by the depth of user interaction, the emotional resonance of experiences, and advanced analytics that track user behaviour and preferences. Integrating these virtual metrics with traditional ROI indicators will provide a comprehensive view of campaign effectiveness, ensuring PR strategies deliver tangible business outcomes in this evolving digital frontier,?Ç¥ he adds.As the metaverse continues to evolve, it presents an exciting yet challenging new frontier for PR professionals. While the opportunities for immersive, interactive brand experiences are vast, navigating the complexities of content moderation, IP protection, and effective measurement requires innovative approaches. PR agencies that embrace this digital frontier with agility and creativity will be well-positioned to lead in this new era. The journey into the metaverse is just beginning, and those who can adapt and thrive in this virtual world will set new standards for digital communication and engagement. The metaverse is not just the future; it is the next great leap for PR, demanding a blend of bold strategies and meticulous execution.

India?ÇÖs booming economy has become a magnet for international players, and the PR industry is no exception, with the entry of established foreign firms through acquisitions altering the landscape, particularly for independent and mid-sized agencies. The first part of this story analyzed the acquisitions by international PR firms in India during the last two decades, and the resultant opportunities and challenges, especially for mid-sized firms.The second part of this feature dives deep into this dynamic shift, exploring how these acquisitions are impacting strategies, operations, and the very future of Indian PR. We will examine the challenges and opportunities presented by this consolidation wave, and what it means for the competitiveness and innovation of the industry as a whole.Also read:The most transitional shifts in Indian PR: One acquisition at a time - Part 1Consolidation and self-relianceUltimately, achieving self-reliance (Atmanirbharta) in the PR industry requires a deep understanding of regional dynamics and market nuances, points out Bhaskar Majumdar, Head ?Çô Marketing Communication, CSR and Digital, India and South Asia, Egis.According to him, strategic foresight, innovative service delivery, and effective talent management will be pivotal for mid-sized firms to thrive amidst evolving industry dynamics and global competition.?Ç£The entry of international PR firms into the Indian market through acquisitions is significantly reshaping the strategies and operations of independent and mid-sized PR firms across the country. The presence of international firms with global expertise and extensive resources intensifies competition for both clients and talent. Independent and mid-sized PR firms are compelled to enhance their service offerings, innovate more aggressively, and differentiate themselves in specialized niches to remain competitive. International firms bring best practices and advanced technologies to the table, raising the bar for service standards in the Indian PR industry. This pushes local firms to adopt new technologies, improve operational efficiency, and elevate their overall service quality to meet client expectations,?Ç¥ says Majumdar.He further adds that the entry of international PR firms introduces global perspectives and practices into the Indian market. This can lead to a cultural exchange of ideas, methodologies, and strategies, enriching the capabilities of local firms and enabling them to offer more diverse solutions to clients.Majumdar stresses on the importance of fostering ?ÇÿAtmanirbhar Bharat?ÇÖ in PR.?Ç£The consolidation wave affects talent dynamics in the industry. While larger firms may attract top talent with global exposure opportunities, mid-sized and independent firms can differentiate themselves by offering more personalized career growth paths, entrepreneurial environments, and specialized training. The challenge lies in comprehending the dynamic nuances of the Indian market, where indigenous firms inherently possess an advantage. In PR, fostering ?ÇÿAtmanirbhar Bharat?ÇÖ is crucial. Larger Indian firms, leveraging their deep-seated understanding of local market intricacies, naturally maintain an edge over competitors. While the consolidation of international PR firms in India brings challenges for smaller players, it also presents opportunities for growth, specialization, and professional advancement. The future of the Indian PR industry looks poised for transformation, driven by global integration, higher standards, and enhanced client outcomes through strategic partnerships and innovative practices,?Ç¥ he concludes.<img src='https://erp.adgully.me/artical_image\4f23af0ae495077f5103e00b1d6d4a86.jpeg' class='content_image'>Rishi Seth, Founder and CEO, Evoc Communications, reckons that many international clients find it easier to work with their international counterparts in PR and advertising due to standardisation of processes and client experience across countries. This, he adds, obviously presents challenges to independent firms, who will inevitably have a unique culture and service delivery standards, leading to a client experience that may be very different from the global network firms (important to note that even international firms are not homogenous, and thus, will have differentiated processes even among themselves).According to Seth, the key for the independent firms is to invest in elevating and differentiating their client experience to compete effectively and meaningfully with international firms. ?Ç£This calls for world-class systems and processes and a quality-oriented culture. Other possible strategies can include developing competitive advantages through deep local insights and stakeholder relationships, which may not be easily replicable by foreign firms. These strategies definitively work ?Çô as is evidenced by the fact that the largest PR firm in India by a huge margin is still an independent Indian firm,?Ç¥ he adds.A word of cautionThere is a word of caution from Akshara Lalwani, Founder and CEO, Communicate India. International firms, she warns, must be cautious about buying past successes, for, the future of PR lies in innovation and adaptability, not in traditional methods.?Ç£Despite numerous international firms entering the Indian market, success has been limited. Many have entered through acquisitions only to exit later, as the disparity between the global and Indian models remains significant. This makes it challenging for international companies to scout quality acquisitions and maintain a positive ROI. Until the Indian market matures and globalizes further, this disparity will persist,?Ç¥ she notes.According to Lalwani, the challenges include:Increased competition: The entry of well-established international players intensifies competition. Mid-sized firms must continually innovate and differentiate themselves to maintain and grow their market share.Cultural and operational differences: International firms often face challenges in adapting to the unique cultural and operational nuances of the Indian market. This can create a complex environment for mid-sized firms navigating collaborations or competing with these global entities.Retention and talent acquisition: The competition for top talent becomes fiercer with the presence of international firms. Mid-sized firms need to invest more in retaining their key talent and attracting new ones to stay competitive.The future of the Indian PR industryThe Indian PR industry is at crossroads. Consolidation, fueled by international acquisitions, is reshaping the landscape. But what does this mean for the future? While consolidation will drive professionalism and innovation, there can be increased pressure on independent firms, potentially leading to further consolidation.The Indian PR industry, fueled by entrepreneurial spirit, is not yet in a consolidation phase, remarks Vikram Kharvi, CEO, Bloomingdale PR. According to him, unlike saturated markets where consolidation is more common, the Indian PR landscape remains relatively young and vibrant, with ample room for the emergence of new firms. He reminds us that the notion of a consolidation wave does not accurately capture the current state of the industry.?Ç£Instead, what we are witnessing is a phase of dynamic growth and expansion. New players continue to enter the market, bringing fresh perspectives and innovative approaches to public relations. This period of growth ensures a competitive and diverse environment, fostering creativity and allowing more firms to thrive. While larger entities may acquire smaller firms to enhance their capabilities, this trend is part of the industry?ÇÖs evolution rather than a sign of consolidation. The future of the Indian PR industry will likely be characterized by continued diversification and the rise of new entrepreneurial ventures, driving the sector forward,?Ç¥ Kharvi concludes.While the PR industry worldwide is witnessing a wave of consolidation, with established giants merging and acquiring smaller players, India presents a slightly different picture, points out Rishi Seth. Here, he adds, the trend has been more towards outright acquisitions by international firms. However, it is important to note that the Indian PR scene is a breeding ground for new agencies. He thinks that this constant influx of young, dynamic firms, led by both seasoned and emerging communication professionals, suggests a more optimistic outlook. So, unlike the global consolidation trend, the Indian PR landscape might be headed for a future brimming with diverse players, creating a richer and more competitive ecosystem, Seth concludes.Akshara Lalwani is certain that the consolidation wave is likely to drive the Indian PR industry towards greater professionalism and sophistication. While the entry of international firms brings challenges, it also fosters a more competitive and innovative environment.Lalwani stresses that the future success of PR firms in India will depend on their ability to adapt to changing market dynamics, embrace new technologies, and offer value-driven services.As the market continues to globalize, the gap between global and Indian models is expected to narrow, leading to a more integrated and mature PR landscape in India, she concludes.Ashraf Engineer, Head of Strategy, Ideosphere, foresees that the pressure on independent and mid-sized firms to raise their game will increase. This might mean they too would look for investments or outright acquisitions.?Ç£Growth is the mantra, in my view, for survival. And you need investment to fuel it. While the industry has been in consolidation mode for a while, there are still attractive targets for the picking. Global groups will have their eyes on them. In my view, we will continue to see consolidation for at least five more years. I believe it is good for the Indian PR industry for the reasons outlined before,?Ç¥ Engineer says.However, he does not believe that all Indian agencies will look to sell. He states that there are major independent players that have resisted the temptation to sell outright or part with a stake. ?Ç£And they?ÇÖre doing very well. Once the dust has settled, what we?ÇÖll have is a layered industry that comprises agencies of varying sizes, independent and otherwise, each layer catering to different budgets and client needs,?Ç¥ concludes Engineer.

Authored By Deepak Jolly, Director & Founder, Consocia AdvisoryThe dilemma many PR specialists face is whether to simply listen to the client or also guide them towards the right actions. Often, they succumb to the pressure of "the client is always right," which can lead to compromised planning and outreach to stakeholders.When defining the goal, vision, and mission of a PR agency, strong values are essential. Through internal deliberations, seven core values were identified to guide interactions with clients and stakeholders.The seven values are Integrity, Accountability, Passion, Co-Creation, Agility, Outside-in Approach, and Leveraging the Network. Let?ÇÖs highlight the first five values, which are critical and bring out the best in PR.The first value is Integrity. Building relationships on honesty and trust is crucial. As the interface between the client and stakeholders, it is the PR professional's responsibility to convey the client's story accurately. Choosing clients carefully and ensuring a shared language and ethical principles are fundamental aspects of maintaining integrity.The second value is Accountability. Taking pride and ownership in deliverables, committed to achieving tasks with integrity within a given timeframe, is essential. Accountability means being answerable for actions and ensuring efforts align with the client's goals while maintaining ethical standards.Passion is the third and distinguishing value. Loving storytelling and reenergizing oneself daily to enjoy the work drives success and sets one apart from other PR consultants. Enthusiasm ensures a creative and dedicated approach to each project, making a meaningful impact.Co-creation, the fourth value, emphasizes the importance of working together to leverage each other?ÇÖs strengths and ideas. PR does not exist in isolation, making this value crucial for professionals. Collaborating with clients and stakeholders fosters innovation and ensures that diverse perspectives are considered.Agility, the fifth value, underscores the importance of speed in execution. Honesty and transparency are critical, but so is the ability to act swiftly. In the fast-paced world of PR, being agile allows professionals to respond to changing circumstances and seize opportunities promptly.Most global companies are process-driven and seek PR and Public Policy support that understands ethics and compliance. Having worked in major corporations, the importance of the Code of Conduct (COC) and other policies, such as the Anti-Corruption Policy, is well understood. These guidelines are essential for PR professionals to adhere to, as large listed companies are always under scrutiny. Adhering to these policies ensures the maintenance of the highest standards of ethical conduct in all interactions.In conclusion, PR has become an extremely important function for any organization as it builds reputation. This reputation cannot be established unless the team operates with ethics as a guiding principle. Upholding ethical standards in PR is not just a responsibility but a commitment to fostering trust and credibility in every communication. Core values serve as the foundation for ethical PR practices, ensuring exceptional results while maintaining the highest standards of integrity and accountability.

Shagun Sharma is a key member of Teamology PR, a premier public relations and digital marketing firm. With a keen eye for detail and a strategic mindset, Sharma plays a pivotal role in crafting and executing effective communication strategies that elevate brand presence and drive engagement. Her expertise in media relations, content creation, and digital outreach has significantly contributed to the success of numerous high-profile campaigns.In conversation with Adgully, Shagun Sharma, Branding and Communication Head, Teamology PR, speaks about the evolving landscape of public relations and digital marketing, the importance of strategic communication in building brand reputation, and the impact of digital media in today?ÇÖs business environment. She shares insights on how businesses can leverage PR to achieve their goals, navigate media relations, and create compelling content that resonates with their target audience.What motivated you to pursue a career in PR, and how did you initially break into the industry?I was always fascinated with the work that PR agencies do in terms of branding and reputation management. I joined Teamology because of their positive work culture, opportunities for growth and learning, and their openness to fresh ideas. This environment gives me the freedom to learn, make mistakes, and grow both personally and professionally.How do you approach leadership and mentorship within your teams, and what qualities do you believe are essential for effective leadership in corporate communications?Leadership is more than just guidance; it?ÇÖs a way of thinking, learning, and, most importantly, communicating. At Teamology, I approach leadership by fostering an environment of collaboration and open dialogue. I believe that effective leadership in corporate communications requires empathy, transparency, and the ability to inspire and motivate the team. By encouraging team members to share their ideas and take risks, we promote creativity and innovation. Mentorship is about nurturing talent and providing the support needed for growth. I strive to lead by example, demonstrating a commitment to continuous learning and adaptability in an ever-evolving industry.Could you describe a pivotal moment or project in your career that significantly contributed to your growth and success in the field of branding and communication strategy?The fact that we have served more than 5,000 startups and brands to date gives me immense pleasure. Helping these small-scale businesses gain the visibility they deserve has been life-changing. This project not only highlighted the impact of inclusive and innovative strategies, but also reinforced my vision of supporting entrepreneurs and emerging startups. Seeing the tangible results of our work, such as increased brand recognition and business growth for our clients, has been incredibly rewarding and has significantly contributed to my professional development and success in branding and communication strategy.Looking ahead, where do you see yourself and your career in the next five years, and what new goals or aspirations do you have for your professional journey?In the next five years, I see myself continuing to grow within Teamology, taking on more leadership responsibilities and contributing to the digital revolution in PR. I aspire to spearhead initiatives that further democratise access to PR services and enhance our technological capabilities. My goal is to drive significant industry changes and ensure Teamology remains at the forefront of innovation.What are some of the biggest challenges that you have faced in your role, and how have you navigated these complexities to achieve successful outcomes?Challenges in terms of technological shifts are significant, as technology evolves rapidly with new trends emerging daily. To stay ahead of the competition, we have a team of professionals constantly working to achieve desired results. Teamology, being a leading PR tech firm, provides the necessary resources and support, enabling us to navigate these complexities and deliver exceptional services to our clients.How do you stay updated with the latest trends and innovations in branding, content creation, and media planning to ensure your strategies remain relevant and impactful?To stay updated with the latest trends and innovations, I engage in continuous learning and professional development. This includes attending industry conferences, participating in webinars, and conducting research on ongoing trends in the industry. I also actively network with other professionals to exchange insights and ideas. By staying informed, I can provide brands with the best PR guidance they need to build a successful brand and create an impact among audiences. This commitment to staying current ensures that I will keep on learning to ensure seamless communications and positive outcomes for our clients at Teamology.

Authored by Neha Gour, President , PR24x7In the dynamic and fast-paced world of public relations (PR), creativity and innovation are not just advantageous?Çöthey are essential. PR professionals are expected to think outside the box, crafting unique strategies that will help their clients?ÇÖ brands stand out in a crowded marketplace. However, this creative process can be stifled by undue pressure, leading to outcomes that are less than ideal. Striking the right balance between innovation and client expectations is crucial for the success of any PR campaign. This article explores how PR professionals can foster creativity, manage pressure, and build strong partnerships with their clients.The Essence of Creativity in PRThinking Outside the BoxCreativity is the driving force of PR. It is what allows professionals to develop compelling narratives, build unique campaigns, and execute strategies that capture the Audience attention. Whether it?ÇÖs a viral social media campaign, a informative press release, or an innovative event, creativity is what makes a PR campaign memorable and effective.For instance, consider the "Share a Coke" campaign by Coca-Cola. By replacing the brand's logo with popular names on bottles, Coca-Cola created a personalized experience for consumers, encouraging them to share their own stories and photos. This campaign not only increased sales but also boosted brand engagement and loyalty.The Impact of PressureWhile creativity is crucial, it thrives best in an environment free from excessive pressure. When professionals are overwhelmed with stress, their ability to think fruitful can be significantly hindered. This can lead to uninspired ideas, missed opportunities, and even negative outcomes for clients.Research has shown that high levels of stress can impair cognitive function, making it difficult for individuals to generate creative ideas and solutions. In the PR industry, where the stakes are often high and deadlines are tight, finding ways to manage and mitigate stress is essential.Building Strong Client PartnershipsUnderstanding Client NeedsOne of the most important aspects of successful PR work is understanding the client?ÇÖs needs and aspirations. This requires more than just listening to what the client says; it involves digging deeper to uncover their true goals, challenges, and opportunities.For example, when PR professionals work with a startup, they need to understand the company's vision, target audience, and competitive landscape. By doing so, they can develop strategies that align with the startup's objectives and help them achieve their growth targets.The Symbiotic RelationshipWhen PR professionals and clients work together collaboratively, they can form a symbiotic relationship that enhances the brand?ÇÖs image and reputation. This partnership approach allows for a more holistic view of the brand?ÇÖs journey, enabling the PR team to craft strategies that are both impactful and aligned with the client?ÇÖs goals.Take the collaboration between Airbnb and its PR team, for example. When the company faced regulatory challenges and public skepticism, the PR team worked closely with Airbnb to develop a strategy that highlighted the positive economic impact of home-sharing on local communities. This not only helped improve public perception but also supported the company's regulatory efforts.Strategies for Balancing Creativity and PressureCreating a Supportive Work EnvironmentTo foster creativity, PR agencies need to create a supportive work environment that encourages innovation and minimizes stress. This can involve providing employees with the resources they need, promoting a healthy work-life balance, and encouraging open communication and collaboration.For instance, Google is known for its supportive work environment that fosters creativity and innovation. The company offers flexible work hours, numerous employee wellness programs, and an open office layout that encourages collaboration. These initiatives have helped Google maintain its reputation as one of the most innovative companies in the world.Setting Realistic ExpectationsManaging client expectations is another crucial aspect of balancing creativity and pressure. PR professionals need to set realistic timelines and deliverables, ensuring that both parties are on the same page from the outset. This can help prevent last-minute rushes and reduce the stress associated with tight deadlines.Encouraging CollaborationCollaboration is key to fostering creativity and managing pressure. When PR professionals work together, they can share ideas, provide feedback, and support each other through challenging tasks. This collaborative approach can lead to more innovative solutions and a more cohesive team dynamic.For example, the PR team behind the ALS Ice Bucket Challenge worked collaboratively to create a viral campaign that raised awareness and funds for ALS research. By encouraging participants to film themselves dumping ice water over their heads and challenging others to do the same, the team created a movement that spread rapidly across social media, raising millions of dollars for the cause.The Role of TechnologyLeveraging Digital ToolsTechnology can play a significant role in enhancing creativity and managing pressure in PR. Digital tools such as social media analytics, content management systems, and project management software can streamline processes, provide valuable insights, and facilitate communication.Staying Updated with TrendsThe PR industry is constantly evolving, with new trends and technologies emerging regularly. Staying updated with these trends can help PR professionals remain innovative and competitive. This can involve attending industry conferences, participating in webinars, and following relevant publications and thought leaders.For example, the rise of influencer marketing has transformed the PR landscape. By partnering with social media influencers, brands can reach new audiences and build credibility in a way that traditional advertising cannot. PR professionals who stay ahead of this trend can leverage it to create impactful campaigns for their clients.At the end would like to say that balancing creativity and pressure in public relations is essential for delivering successful campaigns and building strong client partnerships. By fostering a supportive work environment, setting realistic expectations, encouraging collaboration, and leveraging technology, PR professionals can enhance their creative output and manage stress effectively.Ultimately, the key to success in PR lies in the partnership approach. When PR professionals and clients work together as partners, they can achieve remarkable results, proving themselves invaluable assets to each other. By fostering a culture of creativity and collaboration, the PR industry can continue to innovate and drive excellence in brand enhancement.

Authored by Shivaram Lakshminarayan, COO, Ruder Finn IndiaIn the age of instant information, crises can erupt and spread like wildfire. While speed will always be a critical denominator, evaluating all possible scenarios, its impact and outcomes cannot be ignored. A single misstep, a misinterpreted tweet, or a product malfunction can trigger a PR nightmare with lasting consequences for the brand and its customers. In this high-stakes environment, effective crisis communication is no longer a luxury?Çöit's a necessity.Traditionally, crisis communications relied on carefully drafted press statements, well-orchestrated conferences, and television interviews to control the narrative and minimize negative publicity. This deliberate and controlled approach allowed organizations to prepare detailed statements and ensure accurate representation through direct outreach to journalists.In today?ÇÖs data-driven world, AI enabled algorithms enable corporates to predict audience sentiments, their triggers and preempt any possible fallouts, which is particularly useful for identifying gaps before they become full-blown crises. AI has become a very useful tool for navigating crises enabling organizations to craft targeted messages, optimize response strategies, and mitigate damage effectively.The Power of Real-Time Data in Gauging Public SentimentIn any crisis, time is of the essence. Those of us in corporate communications and reputation management must always stay prepared. At all times. For anything. And we must be truthful and authentic in our narrative. Trying to "spin" the story for journalists, industry stakeholders, community leaders, or elected officials in the face of tragedies is futile.The advent of social media has transformed crisis communication. Organizations must now respond quickly and transparently to address issues and engage with stakeholders online. Managing real-time conversations and rapidly spreading information demands proactive and responsive communication efforts.Given the scenario, one of the most significant advantages of analytics in crisis communication lies in its ability to provide real-time insights into public sentiment. Social media platforms have become the primary battleground for crisis narratives.Tools like social media listening platforms allow organizations to monitor conversations, identify emerging trends, and understand how the public perceives the crisis. For instance, during a recent product recall, a company used social media analytics to identify a prominent blogger who was spreading misinformation. By promptly reaching out and providing accurate information, the company was able to prevent the misinformation from gaining traction and minimize potential damage.Crisis Prediction: Moving Beyond Reactive ResponsesCrisis communication has traditionally been reactive, but analytics enables a proactive approach. Predictive analytics analyze historical data to identify patterns signaling potential crises and enhance preparedness by examining past crises, customer sentiment, and weather patterns, allowing organizations to build early warning systems.In addition, analytics aids resource allocation by identifying likely needed resources, ensuring their availability. This proactive approach minimizes delays and streamlines crisis response. It can further help simulate crisis scenarios and test communication strategies, allowing organizations to refine messaging and identify weaknesses before a real crisis occurs.Moreover, a one-size-fits-all approach to crisis communication rarely works. Analytics empowers organizations to tailor their messages to the needs and concerns of specific demographics, transforming data into meaningful insights.Measuring the Impact: Learning from ExperienceAnalyzing past product failures, customer complaints, and market trends can help predict future issues that might lead to a crisis. Regular data analysis on a monthly, quarterly, or yearly basis reveals patterns and highlights significant coverage.While daily media coverage assessment can spot notable mentions, it can also lead to information overload and hinder PR teams. Stepping back to view long-term data helps identify the most important trends. For example, a social media spike may seem significant, but closer analysis might reveal it originates from a single, insignificant source. This detailed examination helps pinpoint truly important and actionable information.Analytics tools like SONAR are revolutionizing risk management. Now in its fifth iteration, our AI-powered SONAR platform simulates hyper-realistic crisis situations, enabling clients to test their preparedness. With interactive features, it identifies areas of concern for pre-emptive planning and proposes practical solutions. Multi-lingual, SONAR can simulate scenarios for single markets or global teams of up to 100 people, enhancing crisis planning effectiveness. The platform empowers organizations to identify planning gaps and propose practical, workable, real-world solutions and mitigate risks and respond swiftly.??The Way ForwardIn today?ÇÖs fast-paced world, where crises can escalate in moments, analytics is indispensable. From early detection and real-time monitoring to data-driven decision-making, targeted messaging, and post-crisis evaluation, analytics provides the necessary tools to navigate perceptions and to protect reputation. Organizations leveraging analytics can better manage crises, customer experiences and emerge stronger. As technology evolves, analytics will play an even more integral role, driving innovation and better preparedness for the future.

In today's digital world, personal branding is no longer a choice for medical professionals; it is a need. The conventional approach of a doctor developing their business primarily through referrals and word-of-mouth is altering. Patients are increasingly using the internet to investigate doctors before scheduling an appointment. As a result, it is critical for doctors to have a robust digital presence. Doctors need to showcase their domain expertise by sharing invaluable information to patients thereby gaining trust as well as building a community. Doctors can build a personal brand through public relations by engaging with the community, sharing expertise in media and journals, and participating in public events. This approach showcases their knowledge and care, creating trust without direct advertising. Here?ÇÖs how PR can help doctors create a personal brand without advertising themselves.Create a Professional Website:Your website serves as your practice's digital front door. Make sure it matches your professional image, is simple to use, and informative. Please provide details about your training, job history, services offered, and any related certifications. Update information often to demonstrate your commitment to staying current in the business.Optimising online profiles:Fill out and update your entries on review websites, professional networking sites, and healthcare directories on a consistent basis. Provide a professional biography, specific contact information, and details about your practice. This raises awareness and accessibility for prospective patients seeking reliable medical practitioners.Patient testimonials and reviews:Encourage satisfied customers to leave positive feedback on reputable review platforms. React professionally and compassionately to both positive and negative feedback. This improves your online reputation and demonstrates your dedication to patient pleasure and continuous improvement.Engaging Social Media:Choose social media platforms that support your career goals. Provide informative health advice, news, and updates on an ongoing basis. Interact with your audience by responding swiftly to messages and comments. Social media is a great way to personalise your practice and engage with people on a more personal level.Educational content:Distribute instructional and useful information in your field of expertise. These might be quick 3D films, infographics, or blog posts. Establish yourself as a thought leader in your business by providing intelligent comments that are relevant to your target audience.Continuous Monitoring:Set up Google Alerts for your name and regularly monitor your web visibility. Correct any incorrect information immediately, and take aggressive actions to protect your internet reputation by monitoring patient evaluations.Using Telehealth Platforms:If appropriate, consider offering telehealth services and advertising them online. Emphasise the accessibility and convenience of virtual visits, and provide patients with clear instructions on how to schedule them.Online Security and Privacy:Make internet privacy and security a top concern. Instruct your employees on the most secure ways to handle patient data on the internet, and ensure that all applicable data protection and healthcare regulations are followed.Creating a personal brand through a digital presence is a dynamic and continuing endeavour. It's an excellent tool for doctors looking to recruit new patients, build trust, and cultivate a loyal patient base. You can efficiently establish and maintain a strong digital brand by creating a professional website, using social media, publishing high-quality content, optimising for search engines, maintaining your reputation, networking, and remaining up to date. By doing so, you not only improve your profession but also positively contribute to the health and well-being of your community.

In an exclusive interview with Adgully Asia, Suzy Goulding, Asia Lead at Salterbaxter and Head of Sustainability for APAC & MEA at MSL Group, shares her insights on developing impactful sustainability strategies for diverse sectors. Goulding emphasizes the importance of sector-specific challenges, the client's ambition, and corporate confidence in driving sustainable changes. She also discusses the integration of purpose into sustainability strategies, enhancing employee engagement, managing organisational change, and emerging trends that will shape sustainability strategies in the APAC region. Additionally, Goulding highlights how Publicis Groupe differentiates itself in the sustainability consulting space within the region.Can you describe your approach to developing effective sustainability strategies for clients across diverse sectors?There are lots of elements to take into account when helping a client develop their sustainability strategy. Of course, sector-specific challenges need to be taken into consideration, for example legislative and compliance changes or sector-driven expectations. But also important is assessing a client?ÇÖs level of ambition (are they just looking to tick legislative boxes or do they want to be sector leaders in sustainability?) and corporate levels of confidence around implementing sustainable changes.How do you integrate purpose into sustainability strategies to ensure they resonate with both internal and external stakeholders?Rather than talk about ?Çÿpurpose?ÇÖ I think it makes more sense to talk about ?Çÿmateriality?ÇÖ i.e. what matters most to both internal and external stakeholders when it comes to what a company produces or offers and what is the potential positive and negative sustainable impact of those products / services? Of course, any sustainability strategy should also be aligned to a company?ÇÖs purpose in that it should set the tone for how that purpose is implemented and amplified both within and beyond the business.What are some successful methods you've used to enhance employee engagement and internal communications around sustainability initiatives?Key is involving employees in a company?ÇÖs sustainability journey from the outset. Only then will you ensure you have understanding and crucially buy-in for what will inevitably be change within the business. You must ensure first that there is buy-in and commitment from the leadership and that this is communicated clearly throughout the business, at every level. Employees need to also understand how and when they can play an active role in sustainable change and what it means for their particular job. Meet employees where they are ?Çô get to understand and utilise the ways in which they communicate within and across departments and peer groups. And finally, you need to be able to answer the ?Çÿwhat?ÇÖs in it for me??ÇÖ question. Most of us are uncomfortable with change so we need to know why we should care about those changes, how they will affect us personally, and how we can get involved in implementing those changes.How do you manage change within organisations to align them with new sustainability goals, and what challenges have you encountered?Change is only possible within organisations when everyone from the top down is invested in that change. So a lot of stakeholdering and advocacy is always needed. Getting buy-in from the leadership is usually the easy part as we tend to be invited in by C-suite to help them drive progress. Common challenges include getting middle managers on board who typically will have KPIs built around efficiencies, sales or productivity. And they are crucial to have on-side because it is usually through this layer of management that you can connect and engage with other employees. So you need to meet them where they are and talk about sustainable change in a way that resonates with them. How will it make their jobs easier? How can it help drive efficiencies? How will it make them stand out from competitors?Can you share an example of a successful stakeholder management or consultation process that significantly impacted a client?ÇÖs sustainability efforts?We worked with a large electronics company on developing their regional sustainability strategy across Southeast Asia. The challenge was a lack of understanding and confidence around what sustainable changes they should be making and how to get started. Our strategy was to get under the skin of the business by spending a lot of time with business units and interviewing teams and individuals so we understood their challenges and could help identify possible opportunities for addressing those challenges in a sustainable way; we then involved as many employees as possible in the development of the sustainability strategy ?Çô brainstorming ideas, encouraging them to collaborate across business units and challenge each other. This approach meant that when we launched the strategy we had immediate buy-in ?Çô crucial to ensure that strategy turned into action ?Çô and actions that felt achievable, thus helping to build that much-needed corporate confidence to set them up for success and more ambitious actions in the future.What emerging trends in sustainability do you believe will shape the strategies of companies in the APAC region over the next few years?The APAC region is seeing sustainable change within companies at a slower pace than Europe or the US, as the legislation is not there yet in a lot of countries to help drive change. This will evolve over time. Many APAC countries are already witnessing the impact of climate change and the havoc that severe heat or rainfall can cause; so I am hopeful that in the absence of legislation that this exposure will convince more companies to take sustainability seriously.We are an innovative region and the solutions to many sustainability challenges will be found via the way we innovate in products and services. Companies in APAC need to recognise the commercial and reputational benefits to be had by investing in innovative solutions to these challenges.AI is already transforming the way many of us do business, and I see great opportunities for deployment within sustainability, not least because the biggest headache for most companies who are looking to comply with sustainability legislations or simply want to become more sustainable businesses is data collection and analysis on energy use, utilities use, etc. AI has the potential to make this process faster and more accurate.How does Publicis Groupe, particularly MSL and Salterbaxter, differentiate itself in the sustainability consulting space within the APAC region?Publicis Groupe is serious about both its own sustainability commitments and how it can help its clients on their sustainability journey. If we look at advertising first, the Groupe has developed proprietary tools and processes designed to help companies take a more sustainable approach to developing and executing campaigns which reduce emissions without negatively impacting consumer reach and engagement. For example, our emissions tool A.L.I.C.E. (Advertising Limiting Impacts & Carbon Emissions) can measure carbon footprint of campaigns from the shoot through to deployment. The data can then be used by Groupe agencies and clients to make informed decisions on where more sustainable approaches can be adopted for future campaigns.The combination of Salterbaxter (our sustainability consultancy network) and MSL (our reputation and comms consultancy network) means we can offer clients end-to-end sustainability support and advisory, from strategic development, material assessment and ambition-setting through to narrative and messaging development and campaign development to amplify sustainability achievements. We are the only holding company who can offer credible sustainability expertise coupled with a creative approach to communicating sustainability to maximise competitive and reputational advantage. We believe that?ÇÖs a pretty compelling and powerful proposition.

In a strategic move to align more closely with the evolving needs of its clients, Dentsu Creative India has restructured its creative business. The new formation comprises three distinct portfolio brands: Dentsu Creative Webchutney, Dentsu Creative Isobar, and Dentsu Creative PR. This reorganization aims to leverage the unique strengths of each brand to provide comprehensive, tailored solutions in the realms of creative media, digital experiences, and public relations.Dentsu Creative Webchutney, renowned for its groundbreaking campaigns, continues to push the boundaries of advertising and media engagement.Dentsu Creative Isobar, a leader in digital transformation, focuses on creating immersive, user-centric digital experiences.Completing the trio, Dentsu Creative PR specializes in public relations, offering strategic communication solutions to build and maintain a positive brand image. With a keen understanding of the media landscape and consumer behavior, Dentsu Creative PR crafts compelling narratives that resonate with target audiences and bolster client reputations.Also read:Webchutney and Isobar are complementary pillars of Dentsu Creative: Amit WadhwaDentsu Creative Promotes Surjo Dutt To CCO - Dentsu Creative WebchutneyTo understand the reimagining and strategic communication, and the impact of Dentsu Creative PR on Dentsu Creative, Adgully spoke to Sanjeev Anand, President, Dentsu Creative PR, to know what Dentsu PR brings to the table in terms of clients and brands and more.Talking about Dentsu Creative PR reimagining and reintroducing the creative business within the PR landscape, Sanjeev Anand, elaborated, ?Ç£At Dentsu Creative PR, we are at the vanguard of reshaping the creative business within the PR landscape through the seamless integration of innovative storytelling, data-driven insights, and cutting-edge technology. Our approach is centered on providing holistic and impactful communication solutions that connect with diverse audiences across a variety of media. By leveraging our vast network and the promotion of collaborative and innovative culture, we ensure that our clients?ÇÖ communications reach and deeply engage their intended audiences, resulting in significant outcomes and enduring relationships.?Ç¥Dentsu Creative PR?ÇÖs operations integrate with the broader Dentsu Creative frameworkAnand said, ?Ç£Dentsu Creative?ÇÖs broader framework enhances the functionality of Dentsu Creative PR. Utilizing the resources and synergies of a vast framework, Dentsu Creative PR functions as a crucial component of the larger Dentsu Creative network. It allows us to offer clients holistic solutions to their business challenges all under one roof. Through the integration of Dentsu?ÇÖs capabilities we have strengthened our capacity to provide comprehensive and innovative solutions. To improve efficiency and effectiveness, recent changes have focused on streamlining operations, enhancing collaboration across teams, and implementing advanced technologies. We now work on clusters, serving the top clients of Dentsu India and not merely on public relations. Such initiatives are intended to provide our clients with seamless and superior service, keeping us at the forefront of the industry.?Ç¥Unique values that Dentsu Creative PR bring to the tableAnand, emphasized, ?Ç£Dentsu Creative is driven by the philosophy of ?ÇÿInnovating to Impact?ÇÖ. With a combination of creative innovation, strategic insights, and global reach, Dentsu Creative PR brings a unique value proposition to the table. Our ability to craft engrossing narratives that resonate with diverse audiences while utilizing data and technology to maximize engagement and impact is what makes us strong. We excel in brand management, strategic communications and crisis communications, ensuring that our clients' brands are not only visible but also significant and relevant. Our integrated approach, combined with a deep understanding of market dynamics and consumer behavior enables us to deliver exceptional public relations, client engagement, and brand management results.?Ç¥Dentsu Creative PR?ÇÖs approach client relationsAnand shared, ?Ç£Our client relations strategy is based on a foundation of openness, trust, and customized solutions. We place high priority on the unique needs and objectives of each of our clients, allowing us to create customized strategies that deliver outstanding results. Regular communication, proactive problem-solving, and a commitment to excellence are at the core of our service philosophy. By continuously seeking feedback and adapting to the evolving landscape, we ensure that we not only meet but exceed clients?ÇÖ expectations, fostering long-term partnerships and achieving the highest level of client satisfaction.?Ç¥Vision for the futureSpeaking about his vision for the future of Dentsu Creative PR, Anand added, ?Ç£My goal for Dentsu Creative PR is to establish ourselves as the foremost authority on innovative and impactful public relations. By consistently pushing the envelope of creativity, adopting cutting-edge technological advancements, and keeping a laser-like focus on client success. Our strategic initiatives include investing in talent development, fostering a culture of collaboration and inclusivity, and expanding our capabilities through strategic partnerships. By staying ahead of industry trends and consistently delivering exceptional value, we will influence PR?ÇÖs future and drive success for our clients and stakeholders.?Ç¥

Authored by Shiva Bhavani- Founder and CEO of Wing CommunicationsThe field of quantum computing is rapidly evolving, ushering in a new era of computational power and capabilities that were once unimaginable. As this revolutionary technology continues to advance, its potential applications in various industries, including marketing, are becoming increasingly apparent. Quantum computing promises to transform the way businesses approach data analysis, pattern recognition, and optimisation, thereby reshaping the marketing landscape as we know it.The Current Landscape: Quantum Computing in MarketingWhile quantum computing is still in its infancy, several companies and research institutions are already exploring its potential applications in the marketing realm. IBM, for instance, has developed a quantum computing platform called IBM Q, which allows businesses and researchers to experiment with quantum algorithms and explore use cases across various industries, including marketing.Quantum-Powered Market Segmentation and Customer ProfilingOne of the most promising applications of quantum computing in marketing lies in its ability to segment markets and create highly detailed customer profiles with unprecedented accuracy. With quantum computing, marketers can leverage the technology's ability to process vast amounts of data from multiple sources, including customer demographics, purchase histories, online behaviour, and social media interactions.Quantum-Driven Advertising Optimisation and Campaign ForecastingAdvertising is a critical component of any successful marketing strategy, and quantum computing has the potential to transform the way businesses optimise their advertising efforts. Through quantum algorithms, marketers can analyse vast datasets encompassing consumer behaviour, market trends, and campaign performance metrics to identify the most effective advertising channels, messaging, and targeting strategies.Quantum-Powered Recommendation Systems and Personalisation Recommendation systems have become a cornerstone of modern marketing strategies, enabling businesses to suggest products and services tailored to individual customer preferences. Quantum computing offers a solution to this challenge by using its ability to process vast amounts of data and identify intricate patterns and correlations.In 2023, Amazon announced a collaboration with IonQ, a leading quantum computing company, to explore the potential of quantum algorithms in enhancing their recommendation systems. The partnership aims to utilise quantum computing's ability to process vast amounts of customer data and identify subtle patterns that could lead to more relevant and personalised product recommendations.Quantum-Enabled Market Research and Consumer InsightsMarket research and consumer insights are the foundation of any successful marketing strategy, providing businesses with valuable information about consumer preferences, market trends, and competitive landscapes. Quantum computing offers a solution to this challenge by using its ability to process vast amounts of data from diverse sources, including consumer surveys, social media data, and market research reports.ConclusionQuantum computing is a technology that has the potential to transform the way we approach advertising and branding. The technology has the ability to enhance personalisation, optimise customer journeys, and detect fraud, making it a powerful tool for marketers. As the technology continues to evolve, we can expect to see even more innovative applications of quantum computing in marketing. The future of quantum computing in marketing is highly promising, and it is an area that marketers should be paying close attention to.

Authored by Shiva Bhavani- Founder and CEO of Wing CommunicationsIn today's world, where environmental concerns have taken centre stage, businesses are under immense pressure to adopt sustainable practices. Consumers are increasingly conscious of their carbon footprint, and they expect the brands they support to align with their eco-friendly values. As a result, companies are turning to eco-friendly technologies to not only reduce their environmental impact but also to enhance their marketing campaigns. The Green Wave, as it's often called, is sweeping across industries, transforming the way businesses communicate with their audiences and positioning themselves as environmentally responsible entities.The Adoption of Eco-Friendly Tech in Marketing CampaignsUtilising Augmented Reality (AR) and Virtual Reality (VR): AR and VR technologies have emerged as powerful tools for eco-friendly marketing campaigns. By creating immersive virtual experiences, brands can showcase their products, services, or initiatives without the need for physical collateral or excessive resource consumption.Embracing Digital Advertising and Social Media Platforms: The rise of digital advertising and social media platforms has provided brands with a canvas for eco-friendly marketing campaigns. By leveraging these channels, businesses can reach their target audiences without relying on traditional print or outdoor advertising methods, which often contribute to environmental pollution.Implementing Blockchain Technology for Transparency: Blockchain technology has emerged as a powerful tool for ensuring transparency and traceability in supply chains. By leveraging blockchain, brands can provide consumers with detailed information about the sourcing, production, and distribution processes of their products.Utilising AI and Data Analytics for Optimisation: AI and data analytics are playing a pivotal role in optimising eco-friendly marketing campaigns. By analysing consumer data and market trends, brands can make informed decisions about their marketing strategies, targeting the right audiences with the right messages.The Current Landscape and Futuristic TrendsThe embrace of eco-friendly tech in marketing campaigns is not a fleeting phenomenon; it is a seismic shift that is reshaping the industry. According to a recent report by the Sustainable Marketing Initiative, 72% of consumers are more likely to purchase from brands that prioritise environmental responsibility. This statistic underscores the urgency for businesses to integrate sustainable practices into their marketing strategies.Adidas' Parley Collection: In collaboration with Parley for the Oceans, a leading environmental organisation, Adidas has created a line of sustainable products made from recycled ocean plastic. The Parley Collection includes shoes, clothing, and accessories, and for every product sold, a portion of the proceeds is donated to support Parley's efforts in addressing ocean plastic pollution.ConclusionThe Green Wave is not a temporary swell; it's a tidal shift that is reshaping the marketing landscape. As eco-friendly technologies continue to evolve and consumer demand for sustainable practices intensifies, businesses that fail to adapt risk being left behind. The integration of eco-friendly tech into marketing campaigns is no longer a choice; it's a necessity for brands seeking to remain relevant, build trust with consumers, and contribute to a more sustainable future.As we navigate the complexities of our rapidly changing world, the Green Wave serves as a beacon of hope, illuminating the path towards a future where sustainability and effective marketing coexist in harmony. Businesses that prioritise eco-friendly tech in their marketing campaigns will not only appeal to conscientious consumers but also contribute to the preservation of our planet for generations to come.

In this interview, Polly Williams, Managing Director at TishTash Communications, shares her expert insights on the integration of artificial intelligence (AI) in public relations. Williams discusses how AI enhances communication strategies and engagement, the ethical considerations, and the specific AI tools that have revolutionized their approach at TishTash. From social sentiment analysis to influencer management, she delves into the practical applications and future potential of AI in the PR industry.      How does your PR agency leverage artificial intelligence (AI) to enhance communication strategies and engagement with target audiences?In all honesty, there is still a lot of nervousness around AI in the public relations space. And rightly so, especially when talking about ethics, privacy laws, and security. In truth, we have been using AI at TishTash for quite some time but in ways that may be taken for granted in this ever-evolving space. For example, utilising a legacy product like Grammarly, as one of the only AI tools we insist our team use. This is the perfect example of where there is proof of AI based efficiency and accuracy that you cannot yet guarantee with others. It ensures our teams are crafting content that meets standards and acts as a great barometer for quality of work, writing style etc. There are also a slew of new AI social sentiment listening tools now available which provide valuable insight into how our own and competitor brands are being talked about across social media. This allows us to monitor and measure sentiment and provide in depth recommendations around who and what our target audience want to engage with, how they engage and what makes them tick and will hence generate the greatest ROI for our clients. In turn we are able to build strategies that resonate with our target audience and keep our clients on or ahead of the trends, which is essential when building a consumer-focused brand.  Can you provide examples of specific AI tools or technologies that your agency utilises to analyse and interpret data, enabling more informed decision-making in the realm of public relations?Like many agencies, we are cautiously approaching the use of newer AI tools, and we have banned chat GPT for now (but that?ÇÖs another story). Where we do find AI technologies useful is within our influencer management teams. For example, platforms such as Hypeauditor harness the power of AI and machine-learning algorithms to gather and interpret data across influencer profiles to help identify the best profiles for campaigns across markets. Being able to numerically validate an influencer based on their audience size, geography and previous campaign metrics as well as being able to analyse previous campaign ROI allows for a more finely tuned influencer program. This is extremely valuable given the rise of paid influencer collaborations and the interpretive influencer collaboration rules in the region. Predictive analytics uses data, statistical algorithms, and machine learning techniques to identify the likelihood of future outcomes. This is based on historical data. This technology is particularly useful in PR and marketing, where it can forecast customer behaviour and preferences. This means businesses can make informed decisions about their strategies. PR is the perfect industry to invest in predictive analytics. By identifying social trends, consumer attitudes and global circumstances ?Çô prior to launching a PR campaign ?Çô this could multiply its impact significantly. In what ways does your PR agency incorporate AI-driven insights to tailor messaging and content for diverse audiences, considering the cultural nuances and preferences in the United Arab Emirates?Again, I believe the greatest AI tools are those that allow us to gain insights from real consumers. On an organisational level, we are educating our teams on the true value usage of AI - for administrative efficiency. Social listening and sentiment tools are so advanced now that the level of data and insight you are able to receive is amazing. Being able to understand how a consumer feels about a brand is such an incredible advantage. We have many global clients, who when they first launched in the Middle East had little understanding of how different their target audience was in comparison to their British or American counterparts, in relation to cultural nuances etc. Social listening is a brilliant showcase for identifying and sharing sentiment and allows us as the experts to interpret and craft compelling campaigns that will reach the right audience, with the right message to deliver our objectives. How do you address concerns related to the ethical use of AI in public relations, ensuring transparency and accountability in the deployment of AI technologies for your clients?As mentioned previously, we have banned Chat GPT from TishTash. No press information or content will be written using any tool that auto generates it (yet). Tools that allow you to input, analyse and interpret data will be shared with our clients, so we remain completely transparent. It is also essential at this time that such tools are not used in isolation without human input. I think at present, such tools are best for data gathering and analysis, to streamline workflows and save time, but for TishTash all strategy and planning is done by the humans in the office! What are the primary challenges and ethical concerns regarding the incorporation of AI tools in PR, including aspects such as factual errors, misinformation, data privacy, information security, and potential legal ramifications? How can these concerns be addressed?When Chat GPT launched, like everyone else, we of course tested it out. Essentially it is not nearly as accurate or up to date as it needs to be to ensure effectiveness, and there is no way, without elaborate prompts, that it can understand or utilise true brand tone of voice or replicate that of the writer. The reality is, too many people are using such tools in the belief that it will speed up their to-do list, and make their lives easier. Most importantly, any data or information you input via such platforms become public, and this particular point is one that many overlook, especially junior team members who may not be aware of the ramifications of using such tools. Therefore until proper laws and global best practices are put in place, agencies need to put very clear transparent policies in place that continue to treat client information as completely private and secure.

Welcome to the inaugural episode of our podcast series, where we delve into "The Art of Staying Relevant." In today's fast-paced, ever-evolving world, staying relevant is more crucial than ever, both personally and professionally. To kick off this exciting journey, we have a distinguished guest with us, Ajey Maharaj, the Head of Corporate Communications at Fortis Healthcare. With over 24 years of rich experience in the power and telecom sectors, Ajey brings a treasure trove of strategic insights and a relentless commitment to excellence in communication.Before his tenure at Fortis Healthcare, Ajey held significant positions at renowned companies such as Bharti Tele Ventures, Reliance Energy, and Tata Power Delhi Distribution. Today, we have the privilege of exploring his remarkable journey, his strategic approach to communications, and his insights on staying relevant in today's dynamic environment.Exploring Relevance: Personal and Professional PerspectivesStarting off, we discuss what the term 'relevance' means to him. Ajey believes that relevance is synonymous with continuous growth and adaptability. In a world that is constantly evolving, staying relevant means being able to adapt to the myriad changes around us. Over the past few years, we've witnessed a digital revolution, compelling us to embrace new technologies and trends. Ajey emphasizes the importance of being agile and receptive to these transformations to maintain relevance.For Ajey Maharaj, the mantra for staying relevant in the ecosystem is "continuous learning and adaptability." He asserts that learning should be a lifelong endeavor. By staying curious and proactive, we can navigate the ever-changing landscape effectively and maintain our relevance.Ajey's career, spanning over 25 years, has witnessed tremendous changes. From the era of fax machines to the advent of computers and digital communication, he has seen various transformations. Each sector has imparted valuable lessons in strategic planning, business development, team management, and crisis management. The key takeaway, according to Ajey, is the ability to adapt to these changes and leverage them for growth.Ajey's extensive background across different sectors has equipped him with a broad perspective and a versatile skill set. He believes that while deep expertise in specific areas is valuable, a diverse background fosters adaptability and a more comprehensive understanding of the business landscape.Join us as we delve deeper into these fascinating topics and gain valuable insights from Ajey Maharaj's extensive experience and strategic vision. This is just the beginning of our journey into understanding "The Art of Staying Relevant." Stay tuned for more enlightening episodes!<iframe width="560" height="315" src="https://www.youtube.com/embed/8dAPOdfSChs?si=ZpMuX5BX2oJcMZoN" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" referrerpolicy="strict-origin-when-cross-origin" allowfullscreen></iframe>

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

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

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

We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive column ?Çô PR Conversation ?Çô Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Arneeta Vasudeva, National Head, PR&I, Ogilvy India, delves into the current trends in the reputation economy, focusing on India in 2024. She explores how the reputation economy has evolved over the years and sheds light on the challenges and opportunities it presents.Additionally, Arneeta discusses the importance and impact of data-driven storytelling in the PR industry, showcasing how Ogilvy PR&I is leveraging data for effective communication strategies.What are the current trends in the reputation economy in India in 2024? How has the reputation economy evolved over the years in India?Speaking of reputation economy, one can see how brands are affected in today?ÇÖs VUCA world. The intangibles play a huge role in building the value of brands. By ?Çÿintangibles?ÇÖ I mean factors such as customer endorsements, employee support, validation from industry, governments, and other influencers, that go on to add to the credibility of a brand.These are high value endorsements gained over time and with fast evolving platforms of digital and social, companies and brands must recognize the power and influence these channels have on their long-standing reputation.In the past five to seven years, digital platforms have provided numerous opportunities for businesses and brands to expand. This surely points to the significance of reputation economy in present times.As mentioned earlier, a large part of a brand?ÇÖs valuation today hinges on intangible factors. This is deeply intertwined with the ongoing digital evolution and the changing social landscape, shaping how brands and individuals are perceived in the market.How does online reputation have real world outcomes for brands and individuals?From a communication standpoint, brands are delivering on their messaging and engaging customers, and a significant part of these interactions are happening through the digital ecosystem, often in real time. The space has indeed evolved into an opportunity to communicate more openly and freely, as well.In such a scenario, it is crucial to understand what you communicate holds great importance. Therefore, one must closely weigh in factors of authenticity, credibility, and genuineness, while putting outcontent. With that, it also becomes equally important to monitor and track online conversations and build an efficient and effective response mechanism.What are some of the best strategies implemented by brands for managing online reputation?As mentioned earlier, diligent monitoring is essential in this fast-paced digital landscape, where everything happens real-time. Having a prompt and efficient response mechanism is the key to managing a lot of the chatter that goes on in this space. On social and digital platforms, maintaining pace is totally vital, alongside being responsive.Some of the ORM tools we use help in building efficiencies, but reading into the overall sentiment and drawing an assessment is very important. It goes without saying, timing and relevance is at the center of creating the right content and response strategy.What are the challenges and opportunities in the reputation economy in India?The opportunity is huge as it opens up new avenues for brands to build their story. However, with this freedom of space and time, digital platforms also throw in a lot of uncertainty. It is difficult to always predict or preempt what may come your way. True for a lot of categories like food delivery and online shopping, for instance, where customer grievances can turn into a big dent in their reputation. While this may have nothing to do with the brand itself, there are consequences and fallouts of how the experience may end up being a negative.These operational challenges are part of everyday business, often affecting a brand?ÇÖs reputation. In that sense, evaluating the digital ecosystem you work with becomes an important part of the overall customer journey and experience.What are the PR trends for 2024? How is AI being leveraged in the PR industry and where is the PR industry headed in the next five years?In today?ÇÖs interconnected world, we shouldn?ÇÖt be operating in silos. The boundaries between PR, advertising, and digital are blurring, with data, digital and AI, shaping our reality. This means being channel agnostic and adopting an idea-led and integrated approach to communications, is the way forward and we must embrace it.What is the importance and impact of data driven storytelling in the PR industry? How is Ogilvy PR&I utilizing the same?The role of data is crucial in supporting facts, credibility, and insights. From a communications and PR lens, this is absolutely key in shaping ideas for our clients and their brands. And even more today, as we get to see the interplay between data, digital and AI. One feeds and supports into the other, which actually amounts to a huge data paradox, if I may say so. There is data in abundance out there, and it is our job to make sense of it and channel this into creating meaningful content and assets for our brands.

Authored by Himani Rautela, Deputy General Manager - Communications Lead at Redington LtdIn the hazy corridors of my childhood memories, echoes of my mother?ÇÖs words with newfound significance. "When you become a mom, you'll understand," she would often say, her tone combined with a blend of wisdom and knowing. At the time, these words seemed like a distant insight, wrapped in mystery and intrigue. Little did I know that they would serve as the guiding light on my own journey into motherhood.As Mother?ÇÖs Day approaches, I find myself reflecting on these words, unfolding their layers of meaning like a cherished gift passed down through generations. What once appeared as mere clich??s now stand as pillars of truth, anchoring me amidst the turbulent seas of parenthood.With each passing day, I inch closer to resolving the enigma of motherhood, embracing the depths of this role. From the moment life stirred within the confines of my womb, I embarked on an expedition of self-discovery, navigating the muddled waters of love, sacrifice, and boundless devotion.The journey of motherhood is an embroidery woven with threads of joy and sorrow, hope and fear, each moment engraved into the very fabric of our souls. From the exhilarating rush of holding my newborn in trembling arms to the quiet moments of solace amidst the chaos, every experience has shaped me in ways I could never have imagined.Yet, it was in the quiet whispers of the night, cradling my child in tender embrace, that I truly grasped the essence of motherhood. In those stolen moments of intimacy, where the world fades into silence and all that remains is the rhythmic melody of our breaths, I found solace. It is in these moments of vulnerability that the true strength of a mother is revealed. As I navigate through the web of motherhood, I am constantly reminded of the sacrifices my own mother made, the silent battles she fought, and the love that sustained her through it all. Her words, once wrapped in mystery, now serve as beacons of wisdom, guiding me through the darkest of nights and the brightest of days.This Mother?ÇÖs Day, as I pause to honor the women who have shaped my journey, I am filled with a sense of gratitude and respect. To my own mother, whose love knows no bounds, and to all the mothers who have walked this path before me, I extend my heartfelt thanks.In a world that often measures success by tangible achievements and material possessions, let us not forget the quiet heroism of motherhood ?Çô the late-night feedings, the tender lullabies, the whispered prayers into the night. It is in these moments, steeped in love and sacrifice, that the true essence of motherhood is revealed.So, as we celebrate Mother?ÇÖs Day this year, let us take a moment to pause and honor the women who have shaped us, nurtured us, and loved us unconditionally. For in their strength, their power, and their boundless love, lies the true essence of motherhood ?Çô a force unparalleled, a love unmatched.

Authored By Anastasiya Golovatenko, PR Director, Sherpa CommunicationsIn the ever-shifting landscape of public relations, the role of PR professionals has undergone significant transformation. The digital age has reshaped traditional responsibilities, demanding new skills and approaches. Here, we explore the substantial shifts and expanding responsibilities that define modern PR practice.Integration across disciplinesPreviously difficult to define, the role of public relations is becoming more clear as the industry evolves. Nowadays, PR professionals need to break past traditional limits, becoming skilled in various areas from marketing to social and digital strategy. As the boundaries between these fields blur, PR specialists must develop a comprehensive set of skills, enabling them to boost brand visibility and interaction across different verticals. This change has turned PR from a niche role into a broad discipline that is key to an organization's overall strategy.Shift in hiring practicesThe criteria for hiring within PR and marketing fields have also evolved. CVs that once dominated recruitment processesare no longer a key element; the focus is on candidates' soft skills now. Abilities such as quick adaptation, analytical thinking, and multitasking are highly valued.Today?ÇÖs PR landscape needs professionals who possess a proactive 'go-getter' attitude, who can adapt quickly to the fast changing business landscape.Emphasis on digital proficiencyDigital proficiency is now non-negotiable for PR specialists. The digital age demands more than social media platform proficiency alone; it requires a deep, intuitive grasp of digital tools and strategies. From managing influencer relations to navigating social media algorithms, PR professionals must engage audiences in real-time. This digital savvy enables them to craft compelling narratives and run PR, social, and digital campaigns in sync.Data-driven decision makingAs the whole world is using data, analysis of data is a must now. Modern PR professionals must be adept at analysing and leveraging data to guide their campaigns. Utilizing metrics to gauge campaign effectiveness, monitor brand sentiment, track competitor activities, and identify emerging trends is essential for developing informed, strategic plans that align with business goals. This data-driven approach not only bolsters the impact of PR campaigns but also ensures that they deliver meaningful business outcomes.Strategic role of content creationAs the role of PR professionals expands in the digital space, there is an increasing expectation for them to actively engage in content creation. The ability to craft impactful, SEO-driven content that improves client visibility online has become crucial. PR professionals are now at the forefront of strategic communication, developing messages that not only inform but also engage and persuade the public across various channels. This responsibility covers everything from writing press releases and blog posts to creating video content and podcasts, requiring a blend of creativity, strategic thinking, and media savvy. This evolution has positioned PR specialists not just as facilitators of communication but as key content creators, influencing public perception and brand reputation directly.Crisis managementThe rapid pace of digital communication presents new crisis management scenarios to address. In the UAE, industries such as aviation, FMCG, retail, and F&B may require rapid response capabilities to effectively manage crises, requiring in-house PR teams and their agencies to be ready to handle potential crises quickly and efficiently. In such cases, it's important to develop and regularly update a crisis comms strategy that includes key messaging, communication channels, and especially live monitoring to react fast to online waves. As the digital landscape continues to evolve, so too does the role of PR professionals. These experts are at the forefront, adapting to new technologies and methodologies while upholding the core principles of their profession. The future of PR promises further changes, with professionals continuing to expand their skills and strategies to thrive in this dynamic field.DISCLAIMER: The views expressed are solely of the author and ThePRPost.com does not necessarily subscribe to it.

In the realm of public relations and marketing in the Middle East, TishTash Communications is making waves with its latest endeavor, Ten by TishTash. This new venture marks a strategic move for the company, as it steps into the realm of corporate communications.Ten by TishTash is designed to cater specifically to the intricacies of the Gulf Cooperation Council (GCC) region, covering Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE. Offering a range of services including digital media, content creation, and crisis management, Ten by TishTash aims to be a reliable partner in reputation building and protection across various sectors such as lifestyle, beauty, wellness, interiors, law, and real estate.In this interview, Polly Williams, the Managing Director of TishTash, sheds light on the rationale behind this initiative in an interview with AdgullyME, discussing its strategic implications for the future of corporate communications in the region.Excerpts: What prompted TishTash Communications to launch TEN by TishTash, and how does it address the evolving needs of corporate clients in the GCC region?As an agency we have consistently worked with many corporate and global clients over the last 12 years. In 2024 we have seen a real shift in the needs of these clients and the balance of the media and stakeholder match. We saw an opportunity to design a purpose-built division that responds to these changes. TEN by TishTash aims to respond to the seismic shift in the PR landscape, created by digital innovation and consumer transparency. Digital touchpoints are inescapably at the forefront, alongside the change in consumer appetite and needs. TEN by TishTash works to amplify businesses and brands looking to connect with impact - be it with stakeholders, employees, clients and consumers in a way that fits this brave and diverse new world. Could you elaborate on the integrated storytelling and authenticity that TEN by TishTash aims to offer? How does it align with modern PR objectives?Corporate comms still carry a stigma of some very old-fashioned troupes. Think men in suits, grey haired C-suite leaders etc. But the truth is the world has evolved and agencies need to evolve with it. Most businesses are not led this way. We have noticed a growing need for the ?Çÿnon-traditionally?ÇÖ corporate businesses, to have a wider, integrated understanding of up to date, joined up thinking on the capabilities around their stakeholder, employee and consumer messaging and we believe corporate, ?Çÿjoined up?ÇÖ storytelling for these businesses can have the impact required - cross platform and cross stakeholder, with the authenticity an audience now demands.With the emergence of digital touchpoints and changing consumer preferences, how does TEN by TishTash plan to navigate and leverage these shifts in the media and stakeholder landscape?Everything we do at TishTash is about creating impact for our client. TEN by TishTash will be no different in its objective and we will compound our success by sharing a fresh thinking approach to integrated marketing and PR that utilises the agency's unparalleled understanding of the regional landscape. The digital first approach from TEN by TishTash takes a keen focus on output that is relevant, modern and creative. This will include strategic thought leadership, profiling, events, whitepapers, trade shows and credible sustainability initiatives, working together, versus in silo, and in the language that the audience of a business, brand or leadership team want to read, listen to and understand. What specific strategies or approaches does TEN by TishTash employ to ensure impactful corporate communications for its clients, especially in areas such as thought leadership, profiling, and B2B coverage?The key starting point is a deep dive into current brand sentiment against business objectives or brand promises. Taking from this, a strategy that combines the identified audience appetite, aligned with the business goals is key. Identifying where stakeholders are now and the topics that are relevant to new audiences are crucial. The lines drawn between what is B2C and what is B2B are blurring and the work we do aims to better bring those two sides together in an authentic way. For example, one of our corporate clients recently unveiled new maternity leave policies for their workforce. This was covered in both B2C and B2B publications (digitally and in print). Historically, you would not consider that such news would have that depth and breadth of coverage, but with the right strategic thinking and storytelling, bridging corporate and social interest, we are able to broaden reach and find new relevant audiences.  How does the leadership team, including yourself, envision the role of corporate communications evolving beyond 2024, and how does TEN by TishTash aim to stay ahead of these changes?The role of corporate communications is no different to the role of consumer communications, and that?ÇÖs exactly why TEN was created. It?ÇÖs about people. What they read, listen to and what they are influenced by, when and where. The importance of digital-first, the need for sophisticated storytelling and the increasing role of AI are all essential areas for consideration. The success of TishTash has always been in our agility to respond to the quick changing landscape, and this strategy will continue as we focus on new integrated storytelling and authenticity that match modern PR objectives.

- Authored by Komal Rukhana, Founder at Mint and Milk PRIn today&#39;s digital age, where social media reigns supreme, leveraging influencers has become a powerful tool for brands to amplify their messaging in order to reach a wider audience. Influencers, with their dedicated following and authentic voice, have the ability to connect with consumers on a personal level, making them valuable partners in any brand&#39;s marketing strategy. The consumer&#39;s attention spans are shrinking and delivering the right message in short, crisp and engaging ways are now taking precedence. Leveraging the brand voice for companies that can?ÇÖt be openly marketed over other mediums also becomes a priority when it comes to influencer marketing. In the rapid rise of the digital age, news is first broken online through digital campaigns and then it transcends to traditional media. So the conversation has now altered for brands which peg themselves as a digital first company. As a PR company we weigh engagement, reach, impressions, click through rate, sentiment analysis of the content along with comments even before even suggesting or recommending influencers to our clients. Each campaign is well thought through. For a brand like MyMuse within the Intimate wellness industry- funny and engaging content has been leveraged with influencers to mold the conversation. Two years ago the brand was budding in the space and with a targeted as well as amiable approach the brand has really managed to leverage the conversation using influencer marketing to change the narrative around sexual wellness and educate the customer. Over the last 3 years, their product portfolio has grown from 4 to 25+, spanning personal massagers, high quality lubricants and massage oils, games and journals to wellness products such as libido gummies and wipes. Messaging and brand perception can be monitored and tweaked based on the audience response and the brand has a larger say in what?ÇÖs being communicated and perceived. The risk of miscommunication within messages is also reduced.AuthenticityWhen it comes to leveraging influencers, authenticity is key. Consumers are savvy and can easily spot inauthentic endorsements. By partnering with influencers whose values align with the brand&#39;s, companies can ensure that the messaging is genuine and resonates with their audience. In addition to authenticity, choosing the right influencers is crucial. Micro-influencers, with smaller but highly engaged followings, can often yield better results than macro-influencers. Their niche audiences are more likely to trust their recommendations, leading to higher engagement and conversion rates.Geographic libertyCollaborating with influencers also allows brands to tap into new markets and demographics. Influencers have the ability to reach audiences that may be difficult for brands to access through traditional advertising channels. By diversifying their influencer partnerships, brands can expand their reach and connect with a broader range of consumers. Some of our clients have interest in tying up with influencers with an NRI dominance and that can only be achieved through influencer marketing. It lets you cut borders in a way that wasn?ÇÖt possible a few years ago. We represented a restaurant brand in Goa recently where the brand&#39;s videos would garner a reach of 3k on its feed however by engaging the right influencers we saw the video reach expand to garner 1M+ views thereby drawing immense awareness and reach for the brand. Furthermore, influencers can provide valuable insights into consumer trends and preferences. By monitoring the engagement and feedback generated by influencer campaigns, brands can gain a better understanding of their target audience and tailor their messaging accordingly.Building a community and collaboratingCollaborative reels with multiple creators within a campaign has become the need of the hour now to leverage the reach of all within a single reel to boost virality and generate a larger viewership. Engaging with the same influencers that have worked for the brand from time to time helps create a strong community with them and their audiences.Building micro-influencers from the get go -With budding and boot strapped brands affordability becomes a key challenging factor however this can be mitigated through working with micro- influencers which grow with your brands profile. Collaborating with budding influencers fosters mutual growth for brands as well as creators within the space thereby giving both something to benefit from. By leveraging influencers to amplify brand messaging is a powerful strategy we recommend for brands looking to connect with consumers in a meaningful way. By prioritizing authenticity, choosing the right influencers, and diversifying partnerships, brands can effectively leverage influencers to reach new audiences, drive engagement, and ultimately, boost brand awareness and loyalty.

-Authored by Komal Rukhana, Founder at Mint and Milk PR With global connectivity being the need of the hour, the landscape of public relations has undergone a profound transformation. Traditional office settings are giving way to virtual and remote work environments, presenting both challenges and opportunities for PR professionals. As the industry adapts to these changes, navigating this new terrain requires agility, creativity, and a keen understanding of the emerging trends.Embracing FlexibilityOne of the primary advantages of virtual PR work environments is the flexibility they offer. Constraints of physical location are eliminated through remote work, allowing professionals to collaborate seamlessly across geographical boundaries. This flexibility not only enhances work- life balance but also enables PR teams to tap into a diverse talent pool, fostering creativity and innovation.Overcoming Communication BarriersEffective PR relies heavily on clear and timely communication, which can be hindered by the absence of face-to-face interaction. To overcome this, PR professionals must leverage a variety of communication tools and platforms, such as video conferencing, instant messaging, and project management software. Establishing regular check-ins and maintaining open lines of communication are essential for ensuring that team members stay connected and aligned on objectives.Harnessing TechnologyTechnology plays a pivotal role in facilitating virtual PR work environments. From media monitoring and analytics tools to social media management platforms, the PR industry is awash with technology-driven solutions that streamline workflows and enhance productivity. Embracing these tools enables PR professionals to adapt to the evolving media landscape, identify emerging trends, and measure the impact of their efforts with greater precision.Cultivating CreativityCreativity lies at the heart of effective PR, and virtual work environments offer ample opportunities for innovation. Without the confines of traditional office spaces, PR professionals have the freedom to explore new approaches and experiment with different strategies. Virtual brainstorming sessions, collaborative digital whiteboards, and online ideation platforms empower teams to generate fresh ideas and develop creative campaigns that resonate with target audiences.Maintaining ProfessionalismWhile remote work provides flexibility, it also requires a high degree of professionalism and self- discipline. PR professionals must set boundaries between work and personal life, establish a dedicated workspace, and adhere to deadlines rigorously. Additionally, maintaining a professional online presence is paramount, as virtual interactions often shape perceptions of credibility and reliability.Adapting to ChangeIn a rapidly evolving digital landscape, adaptability is key to success in virtual PR work environments. PR professionals must stay abreast of emerging technologies, social media trends, and industry developments to remain competitive. Continuous learning and professional development are essential for staying ahead of the curve and delivering impactful PR strategies that drive results.ConclusionAs virtual and remote work environments become increasingly prevalent in the PR industry, professionals must embrace the challenges and opportunities they present. By leveraging flexibility, harnessing technology, cultivating creativity, and maintaining professionalism, PR teams can navigate this new terrain with confidence and achieve success in the ever-changing media landscape. With adaptability and innovation as guiding principles, the future of PR holds boundless possibilities in the virtual realm.DISCLAIMER: The views expressed are solely of the author and ThePRPost.com does not necessarily subscribe to it.

A fortnight ago, we interviewed Marie Claire Maalouf, the CCO of Edelman EMEA, who shared with us about her journey with Edelman, an award-winning global public relations consultancy firm, well-recognized globallyIn the years 2022 and 2023, her contributions led to the acquisition of over 100 awards, including prestigious accolades like the D&AD Yellow Pencil, one of the two Cannes Lions Grand Prix, and the sole Grand Lia in Health for the MENA region. Her portfolio is recognized by esteemed platforms such as The One Show, Cannes Lions, D&AD, and many more.Marie-Claire's influence goes beyond her professional endeavours; she has also served as a juror for prominent award shows like Cannes Lions, New York Festival, and D&AD. In an exclusive interview with Adgully Middle East, Marie Claire Maalouf, CCO of Edelman, explores her creative journey, her pivotal role at Edelman, and the unique opportunities and challenges encountered within the MEA creative sphere, where tradition intertwines with innovation to pave the way forward.Can you share with us your journey in the creative industry, particularly how you transitioned into your role as Chief Creative Officer at Edelman?Since day one, it has been a rollercoaster of embracing change, pushing boundaries, and constantly seeking out opportunities to make a real impact, to produce creative work that not only stands out but also stands for something. That?ÇÖs why I see my transition from advertising to CCO at Edelman as a natural next step in my journey. It came from my broader understanding of the world of communication and a desire to leverage creativity beyond advertising, into realms where strategies intersect with public relations, digital innovation, and the ever-evolving media landscape. It doesn?ÇÖt hurt when you truly believe in what Edelman does at the core: harnessing creativity to build trust?Çötrust between brands and their audiences, between institutions and the public?Çötrust that begets action, and action that begets trust, and so on and on...What unique challenges and opportunities do you encounter working in the creative field within the MEA region, considering its cultural diversity and rapidly evolving market?The cultural diversity here is not just a backdrop; it's the main act. It?ÇÖs both the challenge and the opportunity. But if I had to pinpoint one specific challenge, it would be not falling into the trap of catering to everyone at the same time for the sake of inclusivity or out of fear of alienation. This is when we lose all the flavour and nuances and end up talking to no one. Once we overcome that challenge, opportunities present themselves. Just dive deep into the diversity, respect it, learn from it, and use it to create work where different cultures overlap, making work that bridges gaps, builds trust, and fosters connections. Once you?ÇÖre at that level, you?ÇÖre no longer just speaking to the MEA; you?ÇÖre speaking for it, championing ideas that matter, that provoke thought, and, ultimately, drive change.How do you approach integrating traditional cultural elements into modern creative campaigns, especially in a region like the MEA where tradition holds significant importance?Tradition holds significant importance in the MEA region, but so does innovation. I?ÇÖd say that one of the oldest traditions in the region is to keep moving forward. Tradition and modernity aren't mutually exclusive in creative work. I?ÇÖd argue that the more understanding of the culture the work has, the more relevant and creative it can be. It is about striking a balance, diving deep into cultural stories, symbols, and values that resonate, then twisting them with contemporary insights or technologies to create something fresh yet familiar. The trick is not just to decorate with tradition but to embed it into the work, making it relevant to today?ÇÖs audience.As a creative leader, you have contributed substantially in bringing the most coveted awards of the industry to the MENA region. In 2022/2023, you have helped win more than 100 awards. Could you highlight some of the most memorable campaigns you've worked on, and what made them successful in the context of the region?I?ÇÖd start with the "Despair No More," which is rooted in the culture and the language. While we as a society were moving away from the stigmatization of menopause, the language was lacking, which hindered our progress as a society. So, we took it upon us to change the name of menopause in Arabic from the derogatory term ?Ç£Age of Despair?Ç¥ to ?Ç£Age of Renewal?Ç¥.And then there is the work we?ÇÖve done for Annahar, the bold and brave Lebanese newspaper, which was contextual in its nature. Every single piece was a reaction from Annahar to a current relevant situation, a will to take a stand and challenge the status quo.In a constantly changing media landscape, what strategies do you employ to ensure your creative work remains innovative and relevant to your target audience?We simply listen. We listen to our audience and then we involve them in the work. We don?ÇÖt talk at them; we work with them. A good example of that would be our GenZ lab that we have recently initiated in KSA for the region.What role do you believe storytelling plays in effective communication, particularly when it comes to connecting with audiences in the Middle East?Human beings are storytellers or seekers by nature. From the first cave drawings to the latest meme someone is posting at the moment you?ÇÖre reading this, there is a story, a will to tell and share a story. But to truly connect with our audiences today, we have to learn when to be the storytellers and when to set the ground for people to tell their story or even ours. Today, brands do not have 100% control over their own story. Anyone with an internet connection can contribute to that story and even take it to a different place. This is where trust and action become important. If we act on the stories we?ÇÖre telling, our audiences will trust it, act on it, and continue to tell it.You have been working for many social causes as well as helping women all around. What are your views about women's empowerment in the Middle Eastern region? What does the future look like?The region is steadily catching up with the rest of the world in that regard; we?ÇÖre not where we want to be yet, but at least we?ÇÖre moving. Even on a global level, we?ÇÖre still far from an ideal situation. We?ÇÖve had our waves of 'first female X'... The future would be a place where we are no longer celebrating firsts, no longer having to prove our worth but are recognized for who we are and what we bring to the table. Empowerment today means action; what was enough five years ago is now the bare minimum. Now, there is progress and momentum is building up, and by looking at the younger generations, it seems we?ÇÖre heading in the right direction; so now is the time to work harder. We can't just coast to where we want to be.

Nikhil Dey, Executive Director at Adfactors PR, offers valuable insights on the changing face of Public Relations (PR) in today's information-driven world. In this interview, he explores how the industry has adapted to the "attention economy," the crucial role of PR in a digital age, and the strategies agencies are adopting to thrive in a competitive market. Nikhil Dey argues that the old "spray and pray" approach to public relations (PR) is no longer effective in the digital age. Excerpts:How has the landscape of Public Relations changed over the past decade, and what factors have contributed to its growing importance in today's information-driven society?The attention economy is shaping the way Public Relations is evolving. We are currently operating in a world of shrinking attention spans and untrustworthy information, news and data. A good example is the often-cited research about our attention span being eight seconds. The study in question has been questioned, and the source data does not stand up to scrutiny. This is why professional and ethical public relations continue to play an important role in shaping and building reputation.With the proliferation of digital platforms and social media, how has the role of PR professionals evolved to effectively manage and navigate the ever-changing media landscape?There are many times a PR professional is called into action, but of all of them, crisis management is probably the place they shine brightest. Digital and social media have increased the speed, frequency and impact of how a crisis escalates and is amplified for a brand or an organisation. This has created the need for a well-oiled public relations capability to be put in place. Preparedness is the key to effectively navigating through and past a crisis, and this is the playground of the PR professional.In light of the projected growth of the PR industry in India, what new strategies or approaches are PR agencies adopting to stay ahead in this competitive market and meet the evolving needs of their clients?Staying ahead of the curve requires PR partners to be deeply rooted in the realities of the business leaders they serve. What are the real problems and opportunities that the business leaders are navigating? This requires PR teams to have deeper domain knowledge, to enable creative ideas based on insights. Creating this capacity to listen and decode what is happening in the market using a mix of human intelligence and data analytics is one key capability that is emerging as a differentiator. What is coming around the corner? To be the early warning system and the radar for a business is possibly one of the most valuable ways a PR partner can help protect reputation and build business.As businesses increasingly recognize the importance of reputation management and brand perception, how do you see the relationship between PR and overall business success evolving in the coming yearsBetter aligned goals between business teams, brand teams and PR teams are likely to result in strong synergies. Well-orchestrated campaigns built around a central narrative targeting specific audiences will prove to be most effective. Instead of the old ?Ç£spray and pray?Ç¥ approach where share of voice and turning up the volume was the way to show how good PR was at drumming up visibility; the future is likely to be about staying below the radar and not inviting unwanted attention. Instead laser-sharp targeting of an audience with a clear call to action is a far better approach. Each discipline is like the arrow in the quiver of a skilful archer who will know when to use the right one.

Today, we're talking with Joe Lipscombe, Partner at The Romans, who delves into his journey, insights, and aspirations as he navigates the dynamic landscape of strategic communications in the Middle East and beyond. Lipscombe started in journalism, writing for big names like Forbes and Bloomberg. He then moved into strategic communications, joining Ogilvy in 2015 and rising to Executive Strategy and Creative Director for PR in the MENA region. He recently joined The Romans as a partner in Dubai, helping expand their presence in the Middle East. The Romans, headquartered in London with over 120 employees worldwide, opened their Dubai office in 2022 after successful ventures in New York and Amsterdam. In this interview with Adgully Middle East, Lipscombe discusses his journey and goals in navigating strategic communications in the Middle East and beyond.Please share your professional journey. What have been the highs and lows professionally?I landed in the region as a journalist, where I was able to cover most markets, learning the culture, people, ways, and means. That fascination hasn?ÇÖt left me. I love the region, warts and all. After almost a decade with Ogilvy, where I was able to grow as a creative and strategic leader in a major global firm, I?ÇÖve taken on this new challenge at one of the most exciting agencies in the world today. Throughout that time there have been highs and lows. I keep the lows closer than the highs. And I anticipate many more of both.You have recently joined ?ÇÿThe Romans?ÇÖ as a Partner and Head of UAE. What are your roles and responsibilities?Bring one of today?ÇÖs most exciting, independent PR stories to life in the MENA region. The Romans are a unique agency. In a sea of acquisitions, mergers, and agency ecosystems, The Romans believe in investing in great people and great culture so we can deliver great work for great clients. There is none of the fluff and none of the drama. It?ÇÖs been refreshing to see that story be so well received. Now it?ÇÖs mine and my team?ÇÖs responsibility to translate that for this unique and diverse market.What has been your primary focus within the industry for the past decade? How do you approach problem-solving within the industry?Before joining The Romans, I was the Executive Strategy & Creative Director for Ogilvy PR across MENA. I spent the best part of a decade at that agency, learning my trade, working with top talents, and contributing to some really exciting, transformative projects in the region. All of those?ÇöExpo 2020 Dubai, Qatar World Cup 2022, New Suez Canal 2015, et al.?Çöhave their own unique challenges in such a fast-paced and ambitious region. While I don?ÇÖt subscribe to a standard way of solving problems, I do believe that, as an industry, we can often take briefs at face value when in fact we should be exploring the root cause of challenges more closely. As we commoditise our industry more and more, we often skip important strategic and exploratory phases and head directly to solutions and execution. I strongly believe much of the value we provide as an industry is in the diagnosis, thought, and planning phases of any major project.Can you provide examples of some of the projects you have been involved in with large brands and institutions?As I mentioned before, I?ÇÖve been very fortunate to work on some of the biggest projects and entities in the region over the past ten years. Expo 2020 Dubai at a global level, the FIFA Qatar World Cup through Qatar Foundation, the New Suez Canal launch in Egypt, several Public Investment Fund launches, and many others. I find each brings its own unique challenges and opportunities and would argue each has contributed massively to the social, economic, and cultural structure of the region.As a marketer, if you?ÇÖre contributing to projects with that level of influence, you can?ÇÖt ask for much more.What kind of transformations have you witnessed in terms of digital and AI, within the region?Marketers are so keen to jump on trends they often forget to check if they?ÇÖre landmines. But, we?ÇÖre experimental, and that should be applauded. I can?ÇÖt confidently say I?ÇÖve witnessed seismic changes in the industry at the hands of AI. But ask me again in five years.How do you approach developing an integrated public relations and advertising campaign tailored to meet the cultural sensitivities and preferences of the UAE market?We cannot reveal all our secrets. What we do is ensure our teams are diverse, skilled, deeply ingrained in local culture, and we trust them explicitly with major briefs and clients.Can you provide an example of a successful PR and advertising campaign you led in the UAE, highlighting how you navigated any regulatory or cultural challenges specific to the region?I led the campaign that won UAE PR Campaign of the Year in 2023 at MEPRA- ?ÇÿThe Alternative Alphabet with GEMS Education?ÇÖ. It altered how educators teach mental health and wellbeing to our youth. It?ÇÖs still somewhat a taboo topic, particularly when children are involved. But the education provider was an open and excellent partner and we were able to do something meaningful in a really beautiful way.

In conversation with Adgully, Sarina Menezes, Head and Vice President - Brand Marketing and Corporate Communication, Oberoi Realty, discusses about the trends in the ultra-luxury real estate market as well as the marketing strategies and campaigns that Oberoi Realty has undertaken. She also speaks about how the ultra-luxury consumer looks forward to innovative experiences, having travelled widely and being exposed to the best that the world offers. She says, ?Ç£Our penchant for Product Innovation through thoughtful designs and the ability to transform spaces and places is what makes us stand out as our unique selling proposition.?Ç¥What are the trends in the ultra-luxury real estate sector and what does the future look like?The ultra-luxury consumer desires innovative experiences. They are well traveled and exposed to the best the world has to offer which leads to the fact that their aspirational experiences are driven by a desire to own branded luxury accessories like watches, jewellery, handbags, and high-end luxury clothing to larger investments like cars, real estate, and fine dining experiences. Beyond possessions, they value a community of like-minded individuals who appreciate the finer things in life. Belonging to such a circle, spending quality time with those who share similar views, and prioritizing comfort, safety, and sophistication define their quest for an enriched life.When it comes to real estate - be it commercial offices or homes, affluent buyers seek high-end luxury projects and A+ grade offices, that offer modern amenities and exquisite designs. The shift and demand are quickly moving in the direction of a contemporary and sophisticated lifestyle that can provide a luxurious living experience. It incorporates a comprehensive approach to a complete lifestyle shift ?Çô be it in terms of fitness, hospitality services, safety, and the desire to live in an exclusive like-minded community.The foresight to conceptualize real estate projects like these requires a commitment to innovation, and constantly seeking the new. The emphasis on high-end club amenities and a focus on a healthy lifestyle aligned with the evolving preferences of the ultra-luxury consumer.What is the marketing strategy at Oberoi Realty and its marketing mix? How has its TG evolved over the years?The marketing strategy at Oberoi Realty has always been to draw the customer in which means through a Pull Strategy. And we have been at the forefront of this as we pioneered Experience Centres. The focus has always been on engaging the customer into the vision of what we want to create in terms of spaces for him to live, work, and play through a holistic brand experience at our Customer Experience Centres.The entire marketing mix of Product, Price, Place, and Promotion plays out in real estate marketing strategy. We understand the evolving tastes and demands of our customers, whether they are seeking homes, offices, or shopping experiences. This is why, Human centricity is at the heart of the relationship we build with our customers.Customers at our experience center in Forestville in Thane can immerse themselves in the biophilia design philosophy that underpins the entire project. This human-centered approach connects customers with nature through elements like light, air, and water, creating a sensory experience that resonates from the moment they enter.How has consumer behavior evolved towards this industry in this digital age and how does Oberoi Realty adjust itself to the transitioning consumer preferences, altering its marketing strategies correspondingly?Product innovation goes a long way in bolstering marketing strategies. The pandemic was an eye-opener when our homes became spaces for work, study, exercise, and play and the need for larger homes and living space emerged, which led us to design and plan larger homes with a multi-purpose room that met these needs.We also introduced the En-Suite Studio Apartments that provide privacy (for any age group) yet the need to live together with the extended family. Available only if you purchase a 3-bedroom apartment, this product is one of our desirable configurations and has been received well by our target market.At Oberoi Realty, the Customer Experience Centres are a highlight of Hi-Touch where the customer experiences a beautifully designed ready Show Apartment, allowing customers to understand space and what their future home will feel and look like.The dynamic market in India, the evolving customer and his needs, and the sheer aspirational desire to own luxury homes make it imperative for brands to present their products in the most appealing manner that resonates with the customer and stands true to its promise as part of the brand marketing and communication strategy. Add to it the digital communication channels and it makes the efforts cost-effective and far-reaching ?Çô a combination of a push and pull marketing strategy.What is the USP of Oberoi Realty? How does it differentiate itself in the luxury real estate space and what are the strategies to stand out in this sector?Our penchant for Product Innovation through thoughtful designs and the ability to transform spaces and places is what makes us stand out as our unique selling proposition. Our Architecture and Design philosophy supports us to transform locations into destinations. We are committed to creating spaces that enhance the quality of life by applying contemporary architecture, human-centered design, planned landscaping, and impeccable quality.By placing customers and their evolving needs at the center of our developments, we constantly engage in product development, be it in terms of space, design, and utility. We also believe in observing global trends and practices to adapt them to our developments. Our Integrated Developments and Mixed-Use developments at Oberoi Garden City in Goregaon and Sky City in Borivali are a testament to this.How has Oberoi Realty played an instrumental role in the promotion of the 'Urbanization' concept in India?As India's leading real estate brand, Oberoi Realty is committed to enhancing the quality of life and promoting urban sustainability. In line with this vision, it embraces the principles of New Urbanism to create integrated developments that address these challenges and provide convenient solutions for a high-quality lifestyle. New Urbanism is a movement that has gained popularity worldwide over the past few decades. It focuses on designing walkable and diverse neighborhoods that are environmentally friendly. This concept encompasses bearing positive consequences, real estate planning, development, and collaborative efforts to create vibrant communities.As a testament to our commitment to New Urbanism, Oberoi Realty has developed projects that embody these principles. Our flagship project - Oberoi Garden City (OGC) in Goregaon, Mumbai includes prime residential towers like Esquire, Exquisite, and the upcoming Elysian, International Business Park - India's first mixed-use building with A + grade officers in Commerz, Commerz II and the upcoming Commerz III. Moreover, residents of OGC have access to world-class hospitality at The Westin Mumbai Garden City, exceptional retail experiences at Oberoi Mall, and the world-class Oberoi International School, all located within the vicinity.Sky City in Borivali our Integrated Living project promises a lifestyle upgrade with the Sky City Mall, Sky City Club, and Mumbai Marriott Hotel Sky City, a 5-star hotel ?Çô all nestled within 25 acres. With our vision set on creating similar integrated developments in Mumbai and other geographies, Oberoi Realty is at the forefront of exemplifying New Urbanism in the Indian context. By prioritizing the principles of New Urbanism, we aim to transform the lives of our residents, and the neighborhood and contribute to the sustainable development of thriving communities.How does one ensure that the brand is pertinent and enticing to the changing market dynamics?While CMOs are pounded by performance metrics and measures, the essence of marketing has remained unchanged. It is still all about the needs and wants of your consumers and customers. What has changed again is context. This is where brands and marketers need to get real to stay relevant, adapt to rapidly changing consumer behaviors influenced by global events, affluence, and propensity to spend, and leverage technology to connect authentically by addressing societal and environmental concerns.As the luxury and ultra-luxury market continues to evolve, brands like Oberoi Realty stand at the forefront of innovation, anticipating and meeting the ever-changing needs of a discerning clientele. By creating spaces that seamlessly blend comfort with functionality, Oberoi Realty sets a precedent for the transformation of locations and lifestyles, reinforcing the idea that luxury is not just a product, but a holistic experience tailored to the aspirations of the ultra-luxury consumer.What are the ways the brand actively engages with the customers to build long-lasting relationships?We are privileged to have a loyal customer base who have experienced what it is to live, work, and play in an Oberoi Realty project. Some have transitioned to larger homes within Oberoi Realty, while others have been our shining brand ambassadors, for which we are grateful.The long-lasting relationships have been built with the customer and our Relationship Managers through the lifecycle of the project and until the home is finally handed over to the residents. Our Experience Centres are places where customers can visit, engage, and interact with the people who are involved in designing, planning, and building their future homes.As a brand, we believe in the long-term potential of Brand Marketing, alongside efforts toward demand generation. Digital marketing is an effective way to communicate and reach out to customers in an economical, far-reaching, quicker, and efficient manner.What is the all-encompassing strategy behind the association with Marriott?Oberoi Realty's partnership with Marriott is a longstanding one which started with The Westin Mumbai Garden City in Goregaon; followed by The Ritz-Carlton, Mumbai in Worli. Marriott International and Oberoi Realty share a common vision as a contemporary brand that extends outstanding hospitality and excellence in service. This has also led us to partner with Marriott International for two more hotels - The JW Marriott Hotel Thane Garden City in Thane and Mumbai Marriott Hotel Sky City in Borivali.How was the year 2023 for Oberoi Realty and what are the growth projections for 2024? What are the marketing activities and campaigns undertaken by Oberoi Realty this year?2023 was a year when we handed over 1000 homes to our customers in Eternia & Enigma in Mulund. Again another 150 homes at Maxima in Andheri and the ongoing nearly 1000 homes at Sky City Borivali. We also made our foray into Thane with the launch of Forestville by Oberoi Realty on Kolshet Road which has been very well received and established us as a luxurious aspirational brand in Thane.We also announced our agreement with Marriott International for the J W Marriott Hotel Thane Garden City and the Mumbai Marriott Hotel Sky City. Both hotels will transform the geography of Thane and Borivali with affluence and an elevated lifestyle choice. We are delighted and look forward to the launch of Sky City Mall this year and with the acquisition of 14 acres in NCR we look forward to our next stop in New Delhi.

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges; moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.In an exclusive interview with Adgully, Pallavi Tinekar, Vice President - Technology & Startups, Concept PR India, shares her journey from communications to technology and startups, addressing challenges in mentoring, accelerating funding conversations. She also highlights a successful communications campaign for a tech product and discusses staying updated with digital marketing trends, PR?ÇÖs role in the startup ecosystem, navigating diverse audiences, fostering innovation.Could you share with us your journey from communications to technology and startups, and how your expertise in combining these fields has influenced your role as VP of Technology & Startups at Concept PR India Ltd?I started working with a couple of startups back in 2002, which were intended to increase potential businesses for the STD/PCO booth owners. At the time, their business was struggling as mobile phones entered the Indian market. This was my first brush with technology and its power to help a fellow citizen. The product was a smart card and it covered the whole spectrum ?Çô from paying bus fares to buying groceries. The PCO owners were supposed to collect electricity and relevant bill monies from households as part of increasing business, like an extension to e-seva, to be implemented nationwide. Such projects needed visibility and a degree in communications did just that. Once you realize the influence you have had on a project, you never want to look back. That is what happened to me. From startups to agencies to working in corporate communications roles, I have realized that simplicity can be a valuable asset and can offer numerous advantages over complexity.Moving on, I had the privilege to work with the finest professionals in the communications business which shaped me in the past two decades. Dealing with the Satyam crisis taught me a lot of resilience and team spirit. Goals cannot be achieved in silos; every team member is crucial for collective success. It is pertinent to understand the power of resources at hand to deal with any situation. As I collaborated with the communications team at Microsoft, I learned more about communication strategies and their direct impact on the quality of stories or results garnered. It was an unlearning and (a lot of re-learning) as I led the business communications for Microsoft, after doing PR for Red Hat, an open-source software provider, after moving agencies.Then I moved into a corporate communications role with CA Technologies and it had been a refreshing experience working with the team. I worked with various domestic and international leaders, giving me global exposure to cultures, diversity & inclusion, marketing strategies, internal communications, managing events, and analyst relations, among other things. Previous experiences helped shape communications at CA Technologies India and various APAC-level vertical businesses as well as the R&D centre in India.My second corporate communications stint was with Amazon Web Services with a crucial role in launching their India Region in 2016. As their first comms hire, there was a lot of pressure, building the strategy and working with communications teams worldwide, to launch the India region within two months of onboarding. But that was the thrill too! This was the mother-ship as I call it ?Çô working with enterprises, startups, channel partners, global and regional leadership ?Çô all in one to land a successful campaign that lasted for a few months.My journey entails working with technology companies ?Çô software, services, products, and each day I learn more. I have had the privilege to work with global CEOs and CXOs, including Satya Nadella (Microsoft), Jim Whitehurst (Red Hat/IBM), Mike Gregoire (CA), Andy Jassy (Amazon) and Werner Vogels (Amazon).Years later, the combination of all of the above experiences helps to build the foundation of a sustaining business with Concept PR. I have in-depth experience in external, internal, and CSR communications as well as reputation management for large IT MNCs, early-stage startups, and SMEs. As part of various local and global teams, I have collaborated and trained several executives for media and speaking engagements and have successfully initiated and run industry speaking programs. As part of my corporate communications experience, I have managed agencies, budgets, and communications mandates for various spokespeople (India, APAC, and global).What are some key challenges that you have faced while mentoring startups and helping them accelerate funding conversations and achieve growth?Mentoring startups and facilitating their growth can be both rewarding and challenging. I have been in some situations where mentoring was viewed as just another task rather than a personal development opportunity. It took several conversations for the teams to look at the opportunities such sessions got them.Mentoring is synonymous with patience. It takes a lot of convincing to get buy-in from a startup team, especially if they are not inclined to a certain thing. That can be image management, for example. Sometimes the founders are more focused on their image management than building the product. With my PR background, I may agree on that, but an MVP or pivoting on a product may get the founders more eyeballs from the right audience, that is, the funding teams. Image management can always follow on the back of a viable product that solves a current market problem.Sometimes, I also learn about mismatched expectations or over-dependence on mentor/s, thereby expecting them to solve the founders?ÇÖ of startups' problems. Some founders want to follow a certain route under peer pressure, which may or may not work for their kind of product or company. In my experience, a bulk of the time is invested in making them see perspectives and balancing views and outcomes.Right advice along with time investment is crucial for early-stage startups, which also comes when they have put their best foot forward to receive funding and/or are part of an accelerator. Founders need a few degrees of extra attention and that can be due to language barriers, or less exposure to funding processes.Could you discuss a particularly successful communications campaign or event you led for a technology product or startup, and the impact it had on the target audience?I will talk about a product which created such an impact that its audience started talking about it. At the time, there was no visibility in the press. The implementation of Free and Open-Source Software (FOSS) led to a study conducted by IIM Bangalore, highlighting the role of FOSS and its impact in developing countries. Often a substitute for more expensive proprietary software, FOSS can impact the economy and progress of a country, like India, in a very positive way.We worked on a campaign to highlight the impact and talk about the positives from the survey report ?ÇÿEconomic Impact of FOSS in India?ÇÖ which was based on 20 case studies from various Indian government departments and educational institutions with FOSS being used as an operating system, server, or application. It was a strategic communications campaign and with the support of the media, propelled conversations with various companies. It was exciting to see that our primary target audience from a PR point of view, the media, was very intrigued. We experienced a wave of questions, in ways of interviews and meetings to learn more about FOSS. Without mentioning numbers, the quality of conversations was overwhelming and encouraging.With your experience in new media and content creation, how do you stay updated with the latest trends and best practices in digital marketing for technology brands?I have identified some reputable sources of information in the digital marketing and technology sector and follow them for trending topics and best practices. This includes industry-leading blogs, websites, and online publications that cover topics related to digital marketing, technology trends, and insights. Some popular sources include HubSpot, Moz, Search Engine Journal, Neil Patel?ÇÖs blog, and Social Media Examiner.Attending industry conferences, events, and webinars focused on digital marketing and technology helps to navigate your business conversations and general understanding of consumer behaviour. Networking with professionals in the field can also provide valuable knowledge and connections.I encourage joining online communities and forums, where digital marketers and technology professionals gather to discuss trends and share insights. Platforms such as Reddit, Quora, LinkedIn Groups, and specialized forums like GrowthHackers and Warrior Forum can offer opportunities to participate in discussions, ask questions, and learn from industry peers. Identify influential individuals and thought leaders in the digital marketing and technology space. Follow them on social media platforms such as Twitter, LinkedIn, and YouTube, where they often share valuable insights, industry news, and updates. Engage with their content and participate in discussions to stay current with emerging trends.Most of my reading involves market research reports to gather insights and be abreast of trends, consumer behavior, and technology adoption.The landscape is constantly evolving, so it is important to allocate time and develop a habit of consuming relevant content regularly, engaging with industry professionals, and continuously seeking opportunities to learn and grow within the digital marketing field.What role do you believe public relations plays in the growth and success of technology startups, especially in terms of building brand reputation and attracting investment?The role of Public Relations is integral to startups as they aim to build brand awareness. Startups often struggle to stand out in a cluttered market. PR can cut through this by putting their message out through various formats. In this, the founders go through some internal churn (if not already) to think through positioning and perception about themselves and their offerings.PR also helps to build trust. Trust is vital, especially for startups. People are cautious about investing in new, unproven businesses. PR consistently generates positive media coverage, fostering reliability and credibility, which is essential for attracting customers and investors.Many startups need external investment for growth. Good PR highlights a startup?ÇÖs potential, showcases its value, and puts it on investors?ÇÖ radars. A positive public image increases attractiveness to potential backers. PR enables startups to establish their founders and key executives as thought leaders and experts in their respective fields. By leveraging PR channels, such as speaking engagements, industry conferences, and bylined articles, startups can share their insights, knowledge, and vision with a wider audience. This can enhance the startup's credibility, create trust, and attract attention from investors seeking innovative and knowledgeable entrepreneurs.Parallelly, startups need to be cognizant of crises-led situations that can arise ?Çô whether from a product, a social media blunder, negative reviews, etc. Effective PR helps manage these situations, minimizing damage and maintaining reputation. Founders and teams need to understand and rely on the role of PR in their business.How do you navigate the challenges of managing communications for both domestic and international audiences, considering the diverse cultural and market dynamics?Just like any business, or startup, understanding the market is crucial to make an impact. Managing communications for both domestic and international audiences while considering diverse cultural and market dynamics can be challenging. There is a growing need to understand the cultural nuances, preferences, and even communication styles of audiences. I recollect one time in an internal team meeting, in an international market, a colleague?ÇÖs idea, though with an honest intent, was shot down within seconds, because it lacked cultural sensitivity. While dealing with varied audiences, we need to be aware of etiquettes, taboos, cultural sensitivities to say the least to avoid potential misunderstandings or offense. Adapting your messaging and communication approach to align with cultural norms can help build trust and resonate with diverse audiences.Localizing content also works, to make it relevant and appealing. This includes translating your materials into different languages, adapting visuals, and tailoring messaging to reflect local customs, preferences, and market dynamics. Working with local experts or agencies who have a deep understanding of the target market to ensure accuracy and cultural appropriateness is beneficial to making correct impressions.For many markets, English may not be the first language. Utilizing multilingual communication channels, and providing content and support in the local language can enhance the user experience. For many campaigns, I have relied on local partners or media outlets to provide valuable insights. Always seeking feedback and adapting to varied styles should be inculcated in teams, as they progress together.Last but not the least, we need to listen more than talk or express, while working with diverse audiences because active listening and adaptability are key. By investing in research, localization, and understanding cultural contexts, we have navigated the challenges of managing communications for both domestic and international audiences, fostering meaningful connections and driving engagement across diverse markets.As VP of Technology & Startups, what strategies do you employ to foster innovation and entrepreneurship within Concept PR India Ltd and among your clients?PR has come a long way, and in its evolution, PR professionals have increasingly realized that it is not just media coverage, but an overall brand strategy emphasizing brand equity. It is with campaigns that resonate with the audience contributing to long-term success. That also indicates that we need to think about the whole spectrum and bring in synergies with functions like advertising, social media, and content creation for a more holistic approach.Whether external or internal, we constantly train to dig deep to find opportunities where others may see challenges. There are conversations to innovate by identifying unique angles, untapped markets, or unconventional channels. Sometimes, the most impactful PR campaigns emerge from unexpected places. While media coverage remains essential, our clients and internal teams leverage social media, influence partnerships, and get involved with direct communications with stakeholders. We also realize that not all conversations will result in tangible outcomes, so increasing focus is also on whether we moved the needle, even if it was an intangible outcome.We have embraced data-driven insights, monitored online sentiment, and adapted strategies accordingly. Each of the team members is tasked with a question or an assignment to think differently, and innovatively to achieve positive attention. There is on-ground training and assessment when they are tasked with new business conversations to test their entrepreneurial skills. They have shadowed me at most meetings to learn the ropes. New training, new skill acquisition, and constant learning are part of my team?ÇÖs professional lives.Could you share a memorable experience or achievement from your career that you are particularly proud of, and how it has shaped your approach to communications and technology?As I mentioned earlier, I got the opportunity to work with Amazon Web Services, I was their first PR hire in India. My first assignment was to launch the AWS India Region within a steep time frame. Everything about the period leading to the launch - including working on the PR strategy, internal team for customer speak, analysts, partners, and startups ?Çô is memorable to me! My experience is a combination of what makes a successful campaign ?Çô right from team collaboration to joint goals, always putting the customer ahead, making the right choices, resulting in smiling faces, a sense of pride, and exhaustion with contentment. Rightfully, those learnings have helped me to understand customer asks today.As we completed the 3-city conference with Andy Jassy, we realized that India had topped the charts globally with the kind of media attention generated in that week and that was truly an achievement. A global award followed later in the coming months, but even today, thinking about that time makes me smile and I wish, every PR professional gets such experience at least once in their lifetime.The bulk of my learnings in the past two decades are my north star, personally!Limited Resources: Startups often operate with limited financial resources, which can make it challenging to attract investors, develop their products or services, and scale their operations. Mentors can help startups identify creative solutions, optimize resource allocation, and explore alternative funding options.Market Validation: Startups need to demonstrate the viability and potential of their business ideas to investors. Market validation involves conducting market research, gathering customer feedback, and proving that there is a demand for their product or service. Mentors can guide startups in refining their value proposition, identifying target markets, and validating their business models.Networking and Relationship Building: Building relationships with potential investors, industry experts, and strategic partners is crucial for startups. However, establishing these connections can be a challenge, especially for early-stage startups without an extensive network. Mentors can provide guidance on networking strategies, making introductions, and leveraging existing connections.Pitching and Communication: Startups need to effectively communicate their vision, value proposition, and growth potential to investors. Crafting a compelling pitch that captures the attention and interest of potential investors requires strong storytelling and presentation skills. Mentors can assist startups in refining their pitch, providing feedback, and improving their communication abilities.Competitive Landscape: Startups often operate in highly competitive markets, which can present challenges in differentiating themselves and securing funding. Mentors can help startups analyze their competition, identify unique selling points, and develop strategies to stand out in the market.Managing Growth: Rapid growth can bring its own set of challenges for startups. Scaling operations, managing cash flow, hiring and retaining talent, and maintaining a strong company culture become critical as startups accelerate their growth. Mentors can provide guidance on growth strategies, operational efficiencies, and talent acquisition.Regulatory and Legal Compliance: Startups need to navigate various regulatory and legal requirements, which can be complex and time-consuming. Lack of compliance can hinder funding opportunities or even lead to legal issues. Mentors can help startups understand and navigate the regulatory landscape, connect them with legal experts, and ensure compliance.These challenges require a combination of strategic thinking, perseverance, adaptability, and mentorship. While mentors can provide valuable guidance and support, it?ÇÖs important for startups to proactively seek knowledge, network, and continuously learn from their experiences to overcome these challenges and achieve sustainable growth.

Authored By Shiva Bhavani Founder and CEO, Wing CommunicationsIn the dynamic landscape of today's business world, crisis management has emerged as a critical lifeline for protecting and preserving the integrity of a brand. Effective crisis management is not just about mitigating damage in the moment but also about foreseeing potential crises and preparing accordingly. This comprehensive analysis delves into the essence of crisis management in public relations, equipped with relevant facts, data points, statistics, and insights from credible sources.The Imperative of Crisis ManagementCrisis management in PR is the strategic handling of unexpected and potentially damaging events that can affect an organisation's reputation, operations, or financial stability. According to a Deloitte study, 90% of businesses that have a crisis management plan in place report being able to tackle crisis effectively, demonstrating the critical role of preparedness in crisis management.Understanding the Types of CrisesCrises can vary in nature and origin, including natural disasters, technological failures, legal issues, or public relations blunders. The Institute for Crisis Management's annual report classifies crises into several categories, noting that in 2023, digital crises (stemming from cyberattacks, data breaches, and online defamation) represented over 40% of all business crises, highlighting the growing need for digital vigilance.The Role of PR in Crisis ManagementPublic Relations plays a pivotal role in managing a crisis by communicating with stakeholders, media, and the public. Effective communication can mitigate the negative impacts of a crisis, preserve stakeholder trust, and even turn a potential disaster into an opportunity for brand strengthening. A survey by the Public Relations Society of America (PRSA) found that transparent communication during a crisis leads to a 20% increase in stakeholder trust.Pre-Crisis PreparationThe foundation of effective crisis management is thorough preparation before a crisis hits. This involves risk assessment, crisis plan development, and training. A study by the Harvard Business Review emphasizes the importance of scenario planning, noting that companies that regularly engage in scenario planning are 45% more effective in crisis management.Crisis Response StrategiesWhen a crisis occurs, the response must be swift, strategic, and sensitive to the concerns of all stakeholders. The Situational Crisis Communication Theory (SCCT) suggests tailoring response strategies to the type of crisis, emphasizing the need for apology and corrective action in cases of preventable crises. A Forbes Insights survey reveals that 58% of executives consider timely response and transparent communication as the most critical factors in successful crisis management.Post-Crisis Analysis and RecoveryAfter navigating a crisis, analyzing the response's effectiveness and implementing recovery strategies is crucial. This includes reviewing what was done right or wrong, what could be improved, and how to better prepare for future crises. According to McKinsey, organizations that conduct post-crisis analyses and adapt their crisis management plans accordingly reduce the impact of future crises by up to 30%.The Importance of Digital and Social MediaIn the age of digital media, managing a brand's online reputation has become a key component of crisis management. A report by Edelman shows that 65% of consumers form their opinion about a brand during a crisis based on online information. This underscores the importance of actively monitoring and managing social media and online platforms as part of a comprehensive crisis management strategy.Lessons from Success and FailureAnalyzing real-life crisis management cases provides valuable lessons. For instance, the effective crisis handling by Johnson & Johnson during the Tylenol tampering scare in the 1980s is often cited as a textbook example of crisis management done right, leading to the introduction of tamper-evident packaging. Conversely, the initial denial by BP during the 2010 Gulf of Mexico oil spill worsened the crisis, demonstrating the negative consequences of poor crisis communication.ConclusionCrisis management is an indispensable aspect of public relations that safeguards a brand's reputation and longevity. Through meticulous preparation, strategic response, and thorough post-crisis analysis, organizations can navigate the choppy waters of crises with resilience and poise. This analysis, supported by facts, statistics, and insights from credible sources, underscores the value of integrating effective crisis management practices into the PR toolkit. As the business environment continues to evolve, so too must the strategies employed to protect and preserve the brand's integrity in the face of crisis.DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.