Authored by: Surabhi Trivedi, Founder, Media Maniacs Group.In a world where perception shapes opportunity, visibility is no longer optional, it is power. For women navigating leadership, entrepreneurship, politics, or creative industries, controlling the public narrative is not vanity. It is a strategy. Public Relations (PR) and personal branding are often misunderstood as cosmetic exercises, when in truth they are instruments of influence, protection, and legacy. If women do not actively define their stories, someone else inevitably will.The Power Behind PerceptionHistory consistently shows that power is deeply intertwined with public image. From figures like Indira Gandhi to media leaders such as Oprah Winfrey, women who have commanded their narratives have shaped not only industries but cultural conversations. Their influence did not stem from silence or accidental visibility. It came from deliberate positioning.Perception drives trust. Trust drives opportunity. When a woman is visible on her own terms through media features, thought leadership articles, interviews, and strategic storytelling, she signals authority. Without that visibility, even the most capable leader can remain overlooked. In competitive spaces, excellence without narrative rarely converts into recognition.Silence Is Not NeutralThere is a persistent belief that hard work alone will speak for itself. Unfortunately, silence is not neutral. In the absence of a clear, intentional narrative, assumptions fill the gap. Bias, stereotypes, and misinformation thrive where communication is absent.Consider how public narratives have affected high-profile women such as Meghan Markle. Regardless of personal opinions, her story illustrates a critical point: when women are at the center of attention but not fully in control of the narrative, external voices can dominate the storyline. The result is often distortion.PR is not about manipulation. It is about clarity. It ensures that achievements, values, and intentions are communicated accurately and consistently.Personal Branding Is Professional ProtectionPersonal branding is often reduced to curated social media feeds. In reality, it is reputation architecture. It answers three powerful questions: What do you stand for? What do you want to be known for? Why should people trust you?Women frequently hesitate to claim expertise publicly, fearing they may appear self-promotional. Yet visibility is not arrogance; it is advocacy. When a woman positions herself as a thought leader, through keynote speeches, media commentary, or publishing, she builds a shield of credibility.Leaders such as Brené Brown have demonstrated how authenticity, when strategically amplified, can transform academic research into global influence. Her brand is rooted in vulnerability and courage, but its expansion was intentional. The lesson is clear: authenticity works best when paired with strategic PR.Media as a Seat at the TableMedia presence creates leverage. Being quoted in respected outlets, featured in industry conversations, or invited to panels shifts how peers and stakeholders perceive authority. Media validation often becomes social proof in rooms where women’s expertise may otherwise be questioned.When women control their public narrative, they do more than elevate themselves, they widen the path for others. Representation influences aspiration. Seeing women framed as experts, innovators, and decision-makers reshapes collective expectations.This is particularly crucial in male-dominated sectors where visibility gaps reinforce systemic imbalance. Strategic PR ensures that women are not just participating in industries but visibly shaping them.Owning the Narrative in the Digital AgeThe digital era offers unprecedented control over storytelling. Platforms like LinkedIn and Instagram allow women to publish insights, share milestones, and humanize leadership without waiting for traditional gatekeepers. Yet access alone is not a strategy.Intentionality matters. What themes consistently appear in your content? What expertise do you reinforce? What conversations do you enter or avoid? Personal branding requires alignment between values, voice, and visibility.Women who treat their public presence as an asset rather than an afterthought, position themselves for board seats, partnerships, funding, and influence.Legacy, Not PopularityControlling your public story is not about chasing applause. It is about shaping legacy. Public narratives endure beyond job titles and business cycles. They influence how contributions are remembered and how doors open for the next generation.Power, at its core, is the ability to influence outcomes. PR and personal branding are tools that help women claim that influence deliberately. When women define their own narratives, they move from being subjects of conversation to authors of it.In a world that constantly interprets women’s choices, voices, and ambitions, strategic visibility is not optional. It is leadership.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Mercedes-Benz Malaysia has renewed its public relations partnership with Perspective Strategies following a pitch process, extending the agency’s mandate for another two years.The renewed agreement runs from January 2026 to December 2027. The agency was reappointed in December after a formal pitch conducted in October 2025.The partnership between the luxury automaker and Perspective Strategies began three years ago. During this period, the agency has supported communications strategy and PR campaigns for the brand in Malaysia.According to Nadia Trimmel, Vice President, Sales and Marketing at Mercedes-Benz Malaysia, the partnership will continue into its fourth year as the company works with the agency on communications initiatives. She noted that the agency has supported the execution of PR plans and maintained a collaborative working relationship with the brand.Between 2023 and 2025, Perspective Strategies supported several PR activations for the brand, including media launch events related to its electric vehicle portfolio. These included activities tied to the rollout of the locally assembled Mercedes-Benz EQS 500 4MATIC in 2023, which featured a media drive to the company’s production plant in Pekan.The agency has also supported media engagement around vehicle launches such as the Mercedes-Maybach EQS 680 SUV and the Mercedes-Benz G 580 with EQ Technology, as well as a preview of the all electric Mercedes-Benz CLA electric at the Stars@Mercedes-Benz Bangsar showroom.In addition, Perspective Strategies has assisted with communications related to the company’s EV charging ecosystem in Malaysia. The initiative includes partnerships with charge point operators such as Gentari, EV Connection, DC Handal and chargeEV. The agency has also supported the brand’s participation in platforms such as Mercedes-Benz FashionWeek Kuala Lumpur.Tan May Lee, Partner and Executive Director at Perspective Strategies, said the renewed partnership reflects the agency’s ongoing role working with the automaker in Malaysia.Mercedes-Benz Malaysia stated that its PR strategy will continue to focus on innovation and luxury mobility as it expands its product portfolio and EV ecosystem through partnerships that support electric vehicle adoption.The company is also marking 140 years since the invention of the automobile, with initiatives planned to highlight the brand’s heritage and future direction in the Malaysian market.

Authored by: Saumitra R Chand, Head of Communications and Career Expert, Indeed India & Singapore.Most people don’t trust organisations in the abstract. They trust the experiences they have with them, the conversations that feel honest, the decisions that feel fair, and the moments where leaders show they’re paying attention. For Gen Z, this dynamic simply shows up more visibly. They’re entering the workforce at a time when every announcement, every decision, and every internal conversation can be discussed, questioned, or screenshotted within seconds. It’s not cynicism, it’s the world they’ve grown up navigating.What’s becoming clear, across workplaces of all sizes, is that younger employees read communication differently. They grew up absorbing information from a dozen channels at once, so their instincts are sharp. They notice tone. They pick up on inconsistencies. They can tell when something has been overly polished or strategically sanded down. And they don’t automatically default to “the company must know best” — not because they’re difficult, but because they’ve watched enough organisations operate publicly to understand the gap that can exist between message and reality.In practice, this means that workplace communication lands differently than it used to. A message that feels “clear enough” to leaders can feel incomplete to people hearing it for the first time. An update that’s intended to reassure may raise more questions if the tone is too smooth. And a tough piece of news, surprisingly, often lands better when it’s delivered with straight talk instead of managed optimism. It’s not that Gen Z is demanding a new style of leadership. What they respond to is communication that treats them as thinking adults — not audiences to be managed.One shift we’re seeing is how information gets processed. In many workplaces, real-time conversations now start the moment an email hits inboxes or a meeting ends. People check in with colleagues, compare interpretations, and try to make sense of what a decision means in practice. This isn’t resistance; it’s how they understand change. It’s how they ensure they don't miss context. And it’s how they gauge whether the communication they received matches what they’re experiencing day to day.This dynamic puts more pressure on leaders, yes, but not in a negative way. It simply means that communication can’t be something you do to people. It has to be something you do with them. Employees, especially younger ones, are quick to trust leaders who are willing to explain the “why” behind decisions, acknowledge uncertainty, or clarify what’s still in motion. What tends to erode trust isn’t the content of a message, but the feeling that the full picture is being withheld.This isn’t about perfection. No leader has all the answers, and no organisation gets communication right every time. What people respond to is consistency, not in tone, but in intention. Does the organisation look the same on good days and hard ones? Do leaders take questions without defensiveness? Do messages reflect what people are actually seeing inside the company? These small signals carry far more weight than any brand campaign ever could.The future of work will demand communication that feels less like performance and more like connection. Gen Z isn’t asking for constant updates or emotional hand-holding. They’re asking for communication that acknowledges the reality they’re a part of the pace, the uncertainty, the complexity, and the fact that work doesn’t exist in a vacuum anymore. They want to understand how decisions are made and work in environments where asking “why?” isn’t seen as a challenge but as engagement.If organisations want to earn trust, not just attention it starts with how we talk to people. Not perfectly. Not dramatically. Just honestly. Trust is built in the small, human moments when communication feels aligned with action, and when leaders speak with the same clarity internally as they do externally.Because in the end, trust isn’t built by the company. It’s built by the way the company communicates.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Artificial intelligence has rapidly embedded itself into the daily workflow of corporate communications teams. Yet despite widespread experimentation, most organisations have yet to translate that adoption into structural change, clear governance, or measurable business value.That tension lies at the heart of ‘The State of AI and Communications 2026’ by Ragan Centre for AI Strategy, which suggests the profession is moving quickly into the AI era — but unevenly. Nearly every communications team surveyed reports some level of AI usage, yet only a small minority say the technology is integrated into organisational strategy or core workflows.The result is an industry experimenting at scale while still searching for a strategic framework to guide that transformation.AI has become a standard tool across communications teamsAccording to the survey, 98% of respondents report using AI in some capacity within their communications teams or broader organisations. Roughly three-quarters say their usage is already significant.Most applications today are concentrated around content development and creative acceleration. More than 85% of respondents use AI for ideation and brainstorming, while over 75% rely on it for drafting or producing content. Research support and internal communications are also common use cases.These patterns indicate that AI is currently being deployed primarily as a productivity engine, helping teams move faster and scale output.What remains far less common is the use of AI for higher-order strategic applications such as audience segmentation, stakeholder analysis, crisis modelling, or executive communications. For example, fewer than a quarter of respondents report using AI to train systems on CEO messaging.The implication is clear: while AI is accelerating production across communications teams, it has yet to significantly reshape how strategic decisions are made.Enterprise ecosystems are shaping AI adoptionThe survey also highlights an important divergence between consumer AI usage and enterprise adoption patterns.While tools such as ChatGPT dominate public discussion around generative AI, communications teams inside organisations are gravitating toward enterprise-integrated platforms.Microsoft Copilot emerged as the most widely used AI platform among respondents, reflecting the influence of enterprise IT environments, licensing agreements, and security frameworks.Other frequently used tools include Google Gemini, Canva, and Grammarly.The pattern suggests that AI adoption inside corporations is being driven less by consumer popularity and more by enterprise infrastructure and governance compatibility.Optimism about AI is high—but preparedness remains limitedDespite the early stage of integration, communications professionals remain broadly optimistic about AI’s potential.Nearly 63% of respondents say they are somewhat or very optimistic about AI’s future impact on internal communications, while 56% express similar confidence regarding external communications.Yet the survey reveals a stark gap between optimism and readiness.Only 4% of respondents say their organisations are “very prepared” to deal with AI-generated deepfakes, a rapidly growing concern as synthetic media becomes more sophisticated. More than half say their organisations either lack established processes to manage such threats or are unaware of any formal protocols.Similarly, fewer than half of respondents report that their companies have fully established AI governance policies, highlighting the regulatory and reputational risks that could emerge as AI tools become more deeply embedded in corporate communications.Skills and training emerge as the biggest barriersAcross multiple questions in the survey, a consistent theme emerges: capability gaps are slowing the industry’s transition to AI-driven communications.Nearly two-thirds of respondents cite lack of training or expertise as the primary barrier to deeper adoption. Concerns around data privacy, legal compliance, and security are also widely cited, while organisational culture and resistance to change remain persistent challenges.The skills most frequently identified as critical for the future include AI literacy, prompt engineering, analytics, and strategic storytelling — indicating that communications roles may increasingly require a blend of technological and strategic capabilities.Leadership ownership of AI remains unclearThe survey also exposes a leadership ambiguity around who should ultimately own AI strategy within organisations.Only 22% of respondents believe communications functions should lead AI strategy, while nearly two-thirds favour a shared leadership model, most commonly involving IT teams.In practice, chief information officers and chief technology officers are most frequently identified as leading AI initiatives. A notable number of respondents say their organisations still lack a clear executive owner for AI.Just 4% identify the CEO as the primary executive responsible for AI strategy, suggesting that in many organisations the technology remains positioned primarily as an operational tool rather than a central strategic priority.The next challenge: proving AI’s business valueAs organisations expand their investments in AI technologies, the next major test will be demonstrating measurable returns.At present, only slightly more than 10% of respondents say their organisations have a clear understanding of AI’s return on investment or have already achieved measurable ROI.This uncertainty reflects the broader reality that most AI deployments in communications remain experimental and tactical rather than fully embedded into business performance metrics.From experimentation to institutionalisationTaken together, the findings portray a profession that is not resisting AI but moving toward it at considerable speed — albeit without a fully defined roadmap.Communications teams are experimenting widely, deploying AI tools across a range of everyday tasks and workflows. Yet the deeper transformation — integrating AI into strategy, governance frameworks, risk management, and measurable enterprise outcomes — remains in its early stages.For communications leaders, the next phase of the AI transition will likely hinge on a fundamental shift: moving from tool adoption to institutional integration.In other words, the real test for the industry is no longer whether teams will use AI. It is whether organisations can embed it in ways that strengthen decision-making, protect reputation, and create demonstrable business value.

The Romans has opened a new office in Berlin, marking its fifth global location as the agency continues to grow its European presence.The Berlin office will be led by Sophie Nicholson, a partner at the agency who currently leads its Amsterdam operations. With the new role, Nicholson will oversee both the Dutch and German offices. She is joined by account lead Lisa Wegner, who previously worked at M&C Sport and Entertainment.Initial clients for the Berlin operation include Gymshark and easyJet. The team has already completed its first campaign for easyJet, a consumer activation around Valentine’s Day that included media relations and influencer partnerships. The office will focus on creative PR, social media and influencer campaigns for both domestic and international brands.The Berlin office will operate from the same location as Mother Berlin. While the two agencies will remain independent, the shared workspace is expected to support collaboration on projects for local clients.Commenting on the launch, Nicholson said Berlin offers a strong environment for creative communications and cultural engagement, adding that brands increasingly want campaigns that connect with audiences through earned media and cross-channel storytelling.Joe Mackay-Sinclair, CEO of The Romans, said the move followed growing demand from clients for communications support in the German market.

Redhill and BHM Holdings have announced a strategic partnership aimed at creating a communications bridge between Asia and Africa.The collaboration brings together more than 300 communications professionals across over 20 markets, including Singapore, India, Japan, South Korea, Thailand, Indonesia, Australia, Nigeria, Ghana, Kenya, Tanzania, South Africa, the United Kingdom, and the United States. Through the partnership, the two firms will offer integrated services covering strategic brand and corporate communications, issues and reputation management, media relations, digital marketing, creative services, stakeholder engagement, and government relations.The alliance is designed to support companies expanding between Asia and Africa, two regions that are witnessing increasing trade and investment flows. According to the firms, businesses entering these markets often lack a single communications partner with local presence across both regions.Commenting on the partnership, Jacob Puthenparambil, Founder and CEO of Redhill, said the collaboration combines Redhill’s presence across the Asia-Pacific with BHM’s footprint across Africa to support companies operating between the two regions.Ayeni Adekunle, Founder and CEO of BHM Holdings, said the partnership will help businesses navigate opportunities across Asia and Africa while strengthening collaboration between the two markets.Redhill has a team of more than 200 professionals across Asia-Pacific and Europe. The agency has been recognised by The Straits Times as one of Singapore’s fastest-growing companies for five consecutive years between 2021 and 2025 and has also been named Asia Agency of the Year at the SABRE Awards Asia-Pacific.BHM Holdings includes agencies such as BlackHouse Media and ID Africa, as well as AI-powered communications platform Plaqad. The group was listed among the 100 fastest-growing companies in Africa by the Financial Times and has been a finalist for African Consultancy of the Year at the SABRE Awards EMEA.Through the partnership, clients of both firms will gain access to the other’s services, market insights, and regional networks. The collaboration is expected to support companies operating in sectors such as technology, financial services, FMCG, energy, infrastructure, and government relations.The partnership takes effect immediately.

FTI Consulting, Inc. reported fourth quarter 2025 revenues of $990,746,000, up 3.6% from $956,167,000 in Q3 2025 and 10.7% from $894,924,000 in Q4 2024. Revenue growth excluding the estimated impact of foreign currency translation was 9.1% compared to the prior year quarter.Net income for Q4 2025 was $54,531,000, compared to $82,818,000 in the previous quarter and $49,710,000 in Q4 2024. Earnings per diluted share were $1.78, versus $2.60 in Q3 2025 and $1.38 in Q4 2024. Adjusted earnings per diluted share were $1.78, compared to $2.60 in Q3 2025 and $1.56 in Q4 2024.Adjusted EBITDA in Q4 2025 totaled $106,238,000, compared to $130,573,000 in Q3 2025 and $73,743,000 in Q4 2024. Adjusted EBITDA margin was 10.7%, compared to 13.7% in the prior quarter and 8.2% in the year-ago period.Q4 2025 Segment PerformanceCorporate Finance generated revenues of $423,189,000, increasing 4.5% sequentially and 26.1% year over year. Adjusted Segment EBITDA was $80,112,000, with a margin of 18.9%.Forensic and Litigation Consulting reported revenues of $192,879,000, down 0.9% from Q3 2025 and up 9.7% from Q4 2024. Adjusted Segment EBITDA was $23,818,000, with a margin of 12.3%.Economic Consulting recorded revenues of $176,225,000, up 1.8% quarter over quarter and down 14.5% year over year. Adjusted Segment EBITDA was $1,027,000, with a margin of 0.6%.Technology posted revenues of $99,047,000, up 5.3% from Q3 2025 and 9.3% from Q4 2024. Adjusted Segment EBITDA was $14,798,000, representing a 14.9% margin.Strategic Communications reported revenues of $99,406,000, rising 11.2% sequentially and 14.8% year over year. Adjusted Segment EBITDA was $19,039,000, with a margin of 19.2%.Full Year 2025 ResultsFor the year ended December 31, 2025, revenues totaled $3,788,857,000, an increase of 2.4% from $3,698,652,000 in 2024. Revenue growth excluding the estimated impact of foreign currency translation was 1.6%.Net income for FY 2025 was $270,871,000, compared to $280,088,000 in FY 2024. Earnings per diluted share were $8.24, up from $7.81 in 2024. Adjusted earnings per diluted share were $8.83, compared to $7.99 in the prior year.Adjusted EBITDA for the full year was $463,615,000, compared to $403,685,000 in 2024. Adjusted EBITDA margin improved to 12.2% from 10.9%.Full Year 2025 Segment BreakdownCorporate Finance generated $1,550,969,000 in revenues, up 11.5% year over year. Adjusted Segment EBITDA was $314,124,000, with a 20.3% margin.Forensic and Litigation Consulting reported revenues of $764,687,000, up 10.8%. Adjusted Segment EBITDA totaled $135,145,000, with a margin of 17.7%.Economic Consulting posted revenues of $720,829,000, down 16.5% from 2024. Adjusted Segment EBITDA was $25,079,000, with a margin of 3.5%.Technology revenues were $373,883,000, reflecting a 10.5% decline year over year. Adjusted Segment EBITDA was $45,318,000, with a margin of 12.1%.Strategic Communications generated revenues of $378,489,000, up 12.6% from the previous year. Adjusted Segment EBITDA was $67,332,000, with a margin of 17.8%.Cash and Capital PositionAs of December 31, 2025, cash and cash equivalents stood at $265,091,000, compared to $145,967,000 at September 30, 2025 and $660,493,000 at December 31, 2024.Accounts receivable, net, were $1,037,678,000. Days Sales Outstanding was 88 days, compared to 102 days in Q3 2025 and 97 days in Q4 2024.Net cash provided by operating activities for FY 2025 was $152,132,000. Free Cash Flow totaled $93,601,000, compared to $360,197,000 in 2024.Total debt as of December 31, 2025 was $365,000,000.

Branding Edge, a capital markets-focused strategic communications consultancy, has been appointed as the official strategic communications and media partner for S45, India’s first AI-native investment banking platform.The mandate will focus on building S45’s long-term positioning at the intersection of capital markets, technology, and institutional trust, as the platform introduces an AI-led operating system aimed at modernising how Indian companies approach IPO readiness, execution, and investor engagement.Branding Edge will support S45 across key communication pillars, including brand narrative development, founder positioning, financial media strategy, corporate reputation, thought leadership, and stakeholder messaging — as the platform expands its visibility among issuers, bankers, investors, and the broader capital market ecosystem.S45 is designed to replace fragmented legacy workflows — traditionally dependent on spreadsheets, manual disclosures, and disconnected demand tracking — with a unified, real-time execution framework powered by intelligence, automation, and governance.Deepank Bhandari, Founder, S45, added: “Our goal at S45 is to modernise investment banking execution through a real-time operating system that brings transparency, speed, and decision intelligence to the IPO lifecycle. Branding Edge brings deep capital market experience and a strong understanding of how credibility is built with issuers, investors, and the financial media. We look forward to building S45’s narrative with a partner that understands both markets and modern storytelling.”Speaking on the partnership, Rahul Tekwani, Managing Partner, Branding Edge, said: “S45 is not just a new product, it is a category shift. What excites us is that the platform is building the missing operating layer of India’s capital markets. At Branding Edge, we partner with leadership teams navigating high-stakes moments, and S45 is entering one of the most consequential moments of the decade — where IPO execution must evolve as quickly as India’s growth. We are proud to support this journey.”With this partnership, Branding Edge continues to strengthen its position as a specialist strategic communications firm for IPO readiness, investor narrative building, and capital market reputation management, working closely with founders, promoters, and leadership teams shaping India’s next generation of market stories.

Golin MENA has been appointed as the public relations agency for World Art Dubai 2026 for the second year, adding one of the region’s most prominent cultural platforms to its growing portfolio of arts and lifestyle clients. Under the mandate, Golin MENA will lead strategic communications and media engagement for the 12th edition of the contemporary retail art fair, amplifying its role in supporting regional and international artists while driving broader audience visibility across the UAE and the Middle East. World Art Dubai has become a key fixture on the region’s cultural calendar, bringing together galleries, independent artists and collectors, and making art more accessible to diverse audiences.Stephen Worsley, Regional Managing Director at Golin MENA, said: “World Art Dubai is a platform that genuinely champions creativity and accessibility in the region. We’re excited to partner with a brand that not only supports emerging and established artists, but also plays a meaningful role in shaping the UAE’s cultural landscape. Our focus will be on building compelling narratives around the fair and ensuring it continues to grow its impact and visibility ahead of 2026.”The win further reinforces Golin MENA’s expertise in culture-led communications and its continued expansion across lifestyle and destination accounts.

India’s advertising market has not just grown – it has structurally transformed.According to the Madison Advertising Report 2026 released by Madison World, India’s adex reached 1,55,105 crore in 2025 under an expanded market definition, reflecting 12% growth over 2024. Crucially, Digital now accounts for 60% of total advertising spends, marking a decisive shift in market composition.The revised sizing incorporates Quick Commerce (Q-Comm) and MSME Digital spends — segments previously outside traditional ADEX calculations — providing a fuller view of the ecosystem. Under this expanded lens, Traditional media’s share stands at 40%.Using the legacy definition maintained in earlier editions for continuity, ADEX grew 7% to ?1,15,291 crore in 2025, with Digital at 46% and Traditional at 54%. Together, the two measurement frameworks point to the same conclusion: overall growth has moderated, but the balance of power has firmly tilted toward Digital.A Larger, More Complex Digital EconomyUnder the expanded framework, Total Digital ADEX in 2025 stood at ?93,156 crore, up 22% from ?76,261 crore in 2024. In contrast, Traditional media declined 1% to ?61,949 crore.Digital’s 60% share comprises three components:Core Digital (Search, Social, Video, Display, Ecommerce)Quick Commerce advertising (?4,000 crore)MSME Digital spends (?35,814 crore)The inclusion of MSME Digital — often fragmented and platform-led — reveals the depth of decentralised advertising demand that had previously remained undercounted.Looking ahead, Madison’s report projects India’s adex to reach ?1,74,605 crore in 2026 under the expanded definition, implying 12–13% growth. Digital’s share is expected to rise further to roughly 64% (?1,11,976 crore).On the legacy base, adex is forecast to grow about 9% to ?1,25,600 crore — underscoring that incremental value creation is now concentrated in new-age Digital ecosystems rather than legacy media expansion.What is Driving this Growth?The report identifies three key growth engines reshaping the advertising economy: Large Screen: TV + CTVLinear TV ADEX declined 5% in 2025 to ?32,855 crore, with ad volumes dropping 10%, reflecting FMCG cuts, advertiser churn and genre shifts away from mass-market GECs.However, when Connected TV (CTV) is included, the “Large Screen” category (TV + CTV) grew to ?38,855 crore — up approximately 4%.CTV alone doubled to an estimated ?6,000 crore in 2025. For 2026, Large Screen is projected to rise to ?40,855 crore (+5%), with CTV expected to expand by another third to around ?8,000 crore, even as Linear TV remains flat.The implication is clear: video budgets are being reallocated, not withdrawn. Spend is migrating from traditional linear inventory toward CTV and high-impact sports or premium properties — preserving the television screen as a strategic medium while altering its economics.Retail Media & Quick Commerce: The Media-to-Money LoopWithin Core Digital, Ecommerce and Retail Media advertising reached ?10,257 crore in 2025, growing 27% year-on-year — making it one of the fastest-growing digital segments.More dramatic was the expansion of Quick Commerce advertising on platforms such as Blinkit, Zepto and Swiggy Instamart. Q-Comm ADEX surged from ?1,325 crore in 2024 to ?4,000 crore in 2025 — a 202% jump.Madison’s report forecasts Q-Comm advertising to reach ?6,000 crore in 2026, implying another 50% growth.Together, Retail Media and Q-Comm now form a five-figure-crore “media-to-money” engine — collapsing the gap between exposure and transaction and reinforcing performance-driven planning models.MSME Digital: The Invisible MajorityMSME Digital advertising, estimated at ?35,814 crore in 2025, grew 21% year-on-year and is projected to rise 20% to ?42,976 crore in 2026.These small and mid-sized enterprises collectively represent around 38% of Core Digital ADEX — positioning them as a force nearly as large as Linear TV or Print when considered individually.What was once considered fragmented local spending is now a structural pillar of India’s advertising economy.A Structural Flip, Not a Cyclical ShiftThe headline growth numbers — 12% under the expanded base and 7% under the legacy definition — suggest moderation. But beneath the surface, the architecture of the market has been irreversibly redrawn.Digital is no longer an adjunct channel; it is the primary engine of incremental growth. Retail Media, Quick Commerce and MSME participation are widening the advertiser base, while CTV is reshaping video economics without abandoning the large screen.India’s advertising market in 2025 is not merely bigger — it is more distributed, more commerce-linked and more performance-oriented. By 2026, with Digital projected to command nearly two-thirds of total ADEX, the centre of gravity will move even further away from traditional formats and toward transaction-integrated ecosystems. 

Gourmet Popcornica, India’s largest producer of popcorn maize and a fully integrated agri-to-consumer popcorn company, has appointed 3M Media Works as its strategic communications partner to strengthen brand visibility and leadership positioning across key stakeholder groups. Founded in 2014 and headquartered in Chennai, Gourmet Popcornica is building India’s popcorn value chain, spanning from hybrid seed development, farmer partnerships, kernel processing, storage, and supply. With operations across nine states and over 36,000 acres under popcorn maize cultivation, the company is the number one producer of popcorn maize in India. The mandate will focus on reinforcing Gourmet Popcornica’s corporate reputation and leadership positioning across product quality, supply reliability, and farmer impact. 3M Media Works will lead strategic communications and thought leadership initiatives to strengthen the brand’s role as a trusted partner across the popcorn ecosystem. Commenting on the appointment, SBP Pattabhi Rama Rao, Managing Director, Gourmet Popcornica Pvt. Ltd., said, “Our journey has been shaped by strong farmer partnerships, operational discipline, and a consistent focus on quality across the popcorn value chain. As we scale across B2B, retail, and consumer channels, it is important that our communications clearly reflect the depth of our work and the values that guide us. We believe 3M Media Works brings the strategic clarity and communication rigour required to support this next phase of growth.” Jitendra S. Jha, Managing Director, 3M Media Works, added, “Gourmet Popcornica is a rare example of an Indian agri-led company that combines global popcorn expertise with local cultivation at scale. This mandate is about strengthening leadership positioning, establishing the brand not only as India’s largest producer, but as a thought leader shaping a sustainable, farmer-first, and future-ready popcorn ecosystem.” The partnership aligns with Gourmet Popcornica’s long-term vision of creating an aatmanirbhar popcorn ecosystem where farmers prosper, institutions benefit from reliable and high-quality supply, and consumers enjoy premium popcorn experiences rooted in sustainability and innovation.

The Singapore Tourism Board has appointed Edelman as its new public relations agency following a competitive pitch, marking a strategic move to strengthen its global communications efforts. The mandate takes effect immediately and will run for an initial period of two years and two months, with an option to extend the partnership for an additional three years.This appointment aligns with STB’s broader Tourism 2040 roadmap, under which the organisation is seeking a collaborative communications partner to enhance its storytelling approach and deepen engagement with global audiences. The focus will be on strengthening media relations, crafting impactful narratives, improving digital visibility, and implementing robust measurement frameworks to evaluate communications effectiveness and reinforce Singapore’s positioning as a leading international destination.As part of the mandate, Edelman will support ongoing public relations activities, including strategic planning, media outreach, crisis and issue management, digital amplification, as well as monitoring and performance evaluation. The agency will also lead earned-led communications for key marketing priorities across leisure tourism, business travel, and the meetings, incentives, conferences and exhibitions (MICE) segment.The partnership is designed to deliver integrated communications strategies and meaningful earned media impact, highlighting the diversity of Singapore’s tourism ecosystem spanning culture, lifestyle, innovation, and global business events. The appointment reflects STB’s continued focus on working with agency partners that can deliver strategic communications support while building deeper engagement with travellers, industry stakeholders, and partners worldwide.

Virgin Atlantic has appointed W Communications as its retained consumer PR agency following a competitive three-way pitch.The agency will be responsible for leading consumer communications for both Virgin Atlantic and Virgin Atlantic Holidays. Its remit includes developing culture-led campaigns and earned media activity aimed at strengthening the airline’s relevance in the UK and international markets, positioning the brand at the intersection of travel, culture, and innovation.The account was previously handled by Tin Man, which secured the business in 2022. At the time, it marked the airline’s first retained PR partnership in more than three years. Tin Man is understood not to have participated in the latest review.Virgin Atlantic joins a growing roster of travel and tourism clients at W Communications, which includes Marriott International and the Cayman Islands Department of Tourism.W Communications, led by CEO Matt Brown who stepped into the role in October 2025, operates a broader group that includes specialist travel agency Lotus. The firm acquired a majority stake in Lotus in 2019 and completed full ownership in 2022. In October 2025, Lotus CEO Jules Ugo stepped down after 18 years with the agency, with managing director Kate McWilliams succeeding her as CEO.

ASICS Middle East has appointed Gambit Communications as its regional PR agency following a competitive multi-agency pitch.The Dubai-based independent firm will manage strategic communications, media relations, and brand campaigns for ASICS across the Middle East. The mandate will be led by Gambit Pulse, the agency’s trends-focused division, which specialises in culturally relevant storytelling and brand momentum.As part of the remit, Gambit Communications will work to strengthen ASICS’ presence among athletes and everyday runners while reinforcing its core philosophy centred on physical and mental wellbeing. The agency will also help streamline communications across key categories such as tennis, padel, and sportstyle, while supporting the brand’s growing involvement in major regional sporting events, including the Dubai Marathon.The appointment aligns with ASICS’ continued efforts to expand running culture and promote holistic fitness across the region, while building deeper connections with local communities and performance-focused consumers.Founded in Dubai, Gambit Communications has been expanding its portfolio across multiple sectors. In 2025, the agency introduced four specialised divisions: Gambit Pulse, focused on trends and culture; Gambit Sage, dedicated to corporate and sustainability communications; Gambit Atelier, covering fashion, culture, and entertainment; and Gambit FWD, focused on technology, innovation, property, and mobility. The agency was also recognised among the top 10 PR firms in the Middle East by PRovoke Media in 2025.

Betway has appointed M+C Saatchi Sport & Entertainment as its global agency partner following a competitive pitch process.The agency will lead the development of a through-the-line global campaign for Betway, covering advertising, communications, sponsorship activation, content creation, and fan engagement. The mandate is focused on strengthening the brand’s presence across sport and entertainment while deepening its connection with audiences.As part of the brief, M+C Saatchi Sport & Entertainment will support Betway’s ‘Feel the action’ brand positioning across its portfolio of major sponsorships. These include partnerships with Arsenal FC, Manchester City, the Springboks, and the Atlassian Williams Racing, as well as its global ambassador Thierry Henry.The appointment comes as Betway expands its efforts to engage fans through culturally relevant campaigns and innovative storytelling. M+C Saatchi Sport & Entertainment brings experience in sports marketing and sponsorship strategy, having worked with major global brands and Formula One partners such as The Lego Group, Barilla, Heineken, Allwyn, and Oracle Red Bull Racing.Through this partnership, the agency will support Betway in amplifying its sponsorship platforms and building stronger engagement with fans and stakeholders across global markets.

Puma has appointed London-based agency The 10 Group to handle communications across Africa for its 2026 FIFA World Cup programme, following a competitive pitch.Under the mandate, The 10 Group will serve as Puma’s EEMEA regional PR partner for the tournament. The scope includes media relations, creator collaborations, events, and activation initiatives aimed at spotlighting Puma’s partnerships with African national football associations and players participating in the global competition.Puma has maintained a presence in African football for more than 30 years, supplying kits and supporting national teams including Morocco, Senegal, Egypt, and Ivory Coast at major international tournaments.The 2026 FIFA World Cup is scheduled to run from 11 June to 19 July 2026 and will be jointly hosted by the United States, Canada, and Mexico across 16 cities. The edition will mark the first time the tournament is staged across three countries and the first to feature an expanded 48-team format.Headquartered in London, The 10 Group also operates offices in New York, Geneva, and Melbourne.

Tata Communications, unveiled ‘Together, limitless’, a new brand identity and global positioning, marking another defining moment in its 24-year journey. This is a strategic milestone designed to enhance differentiated competitiveness, underscore long-term momentum, and anchor the company’s leadership in the new intelligent age. ‘Together, limitless’ expresses the company’s belief that the greatest progress is achieved when expertise, platforms and partnerships come together to create outcomes that extend beyond traditional boundaries. “Our customers trust us because of the deep expertise we bring and the commitment with which our people deliver every day,” said A.S. Lakshminarayanan, MD & CEO, Tata Communications. “That passion defines who we are. Today, we are evolving into a more integrated, future-ready company. ‘Together, limitless’ reflects this new Tata Communications — grounded in trust, driven by transformation, and focused on enabling our customers to achieve more than ever before.” The new positioning comes at a time when enterprises are fundamentally rearchitecting how they operate in increasingly complex hyperconnected ecosystems, while navigating rising expectations around speed, resilience, security and accountability. For Tata Communications this mirrors its own transformation: expanding global presence, deeper customer partnerships and a sharper focus on long-term value creation.  “Over the years, our relevance to customers has grown alongside their ambitions,” Lakshminarayanan said. “We have now entered a new phase of transformation — strengthening our capabilities across products, sales and marketing, and operations. Our Digital Fabric is helping organisations simplify complexity and accelerate innovation. Our new brand promise reflects our ambition to play a bigger role in our customers’ growth journeys.” At its core, ‘Together, limitless’ defines how Tata Communications works with customers, partners and shareholders. Enterprises today operate in an environment of growing complexity — with expanding technology stacks, accelerating innovation cycles and rising expectations around resilience, security and speed. Through extensive customer listening, Tata Communications identified a defining tension: too much noise in the technology landscape and a growing need for clarity, integration and trusted partnership. “‘Together, limitless’ isn’t just a tagline — we are finally putting to words what we have believed in and how we have worked for years,” shared Sumeet Walia, Executive Vice President & Chief Business Officer, Tata Communications. “Our customers come to us with ambition: to grow faster, operate smarter and compete globally. They’re looking for clarity, confidence and partners they can trust. ‘Together, limitless’ is our commitment to work side by side with our customers, combining our platforms, expertise and people with their vision, refusing to accept limits on what’s possible.” The launch also brings Tata Communications’ first television and digital brand campaign, developed in partnership with McCann. The creative mirrors the modern technology environment — busy, noisy, and crowded — before revealing the calm, clarity and momentum that come from thoughtful orchestration. “Companies today don't need more technology — they need better integration,” said Stephen Meade, Executive Vice President — Corporate and B2B, McCann. “This campaign reinforces Tata Communications as the partner that brings clarity to complexity, helping enterprises realise technology’s true promise.” 

Edelman has been appointed as the public relations consultancy for the Singapore Tourism Board (STB) following a competitive pitch process that began in October 2025, according to Campaign Asia-Pacific.The account was previously handled by WE Communications, which had held the mandate since 2022. Edelman had earlier managed the business for nine years, including during the COVID-19 period when it supported the tourism body through the crisis.Campaign Asia-Pacific understands that the pitch also saw participation from AKA Asia, Ogilvy and WE Communications.Under the new mandate, Edelman will deliver a two-tier scope of work. Its core responsibilities include strategic communications planning, media engagement, issue and crisis management counsel, digital amplification, and monitoring and measurement. In addition, the agency will provide project-based support for priority campaigns and platforms, leading earned media strategies across initiatives such as Culinary Capital, Singapore Food Festival, Grand Prix Season Singapore, and MICE marketing communications.The partnership will also incorporate Edelman’s proprietary GEOsight AI solution, introduced in May 2025, which is designed to help brands manage and optimise their visibility across AI-generated search environments.The agency said the appointment aligns with STB’s Tourism 2040 roadmap and is intended to strengthen Singapore’s destination storytelling, deepen media engagement, sharpen narrative differentiation, and enhance the country’s digital presence as a global tourism hub.Beyond this win, Edelman continues to expand its destination marketing portfolio in the region. The firm currently manages communications for Hong Kong’s West Kowloon Cultural District and has previously led the ‘Go Mongolia’ campaign, a cinematic initiative aimed at elevating Mongolia’s global profile and positioning it as a destination for exploration, investment, and engagement.

Authored By: Anushka Dey, Vice President – Public Relations, SRV Media.In 2026, PR has completely transformed, and relying solely on either cutting-edge analytics or moving stories is outdated. The mixing of both into one trustable practice is what the world, which is already tired and skeptical, needs. As communication channels become more fragmented and automation takes over the feeds, consumers will be the ones leaning toward the brands that not only prove to them their claims with data but also make them feel as humans and not as mere statistics. This is the new dawn of a different kind of PR leadership coming up in the marketing world where data and storytelling are the same partners in the quest for credibility. A modern-day campaign won't have its starting point anymore at a creativity meeting; it will be a map: audience signals, search intent, sentiment curves, and behavioral patterns that tell what people actually care about and give the campaign the right direction. AI and analytics facilitate the decoding of the signal and bring to the surface emerging narratives, hidden risks, and white spaces for the leadership long before they manage to get on the headlines. However, numbers by themselves cannot create a belief; rather, they just set up the questions that a brand must answer honestly.  Sentiment mapping is becoming an important guide for PR strategy. By understanding how different groups feel about an issue, PR teams can respond in ways that calm the situation instead of adding to the tension. This is especially useful in today’s polarized environment. The goal is not to win every argument, but to show that the brand listens, learns, and is willing to evolve based on what people are saying This is the moment when narrative design enters the picture. Rather than disseminating unidirectional messages, the brands that are ahead of the game create the story structures having three main pillars: a definite conflict in humans’ existence, a believable depiction of the improved situation, and clear proof at every stage. The proof consists mainly of data-driven impact metrics, product performance, inclusion, and sustainability but it is all done through the actions of real experts, employees, customers, and communities as the case is translated into human language. The narrative is not carried through corporate scripts but through authentic voices across the different media. The best PR in 2026 acts like a living system rather than a linear campaign. The narrative is started, its reception is measured instantly and the story is developed as the mounting ofsocial media, media and community feedback yields new insights. The assessment of trust as the ultimate KPI becomes more complex as it is not only through the volume of coverage that it is traced but also through the quality of sentiment, repeat engagement, and the readiness of stakeholders to publicly support the brand during scrutiny. The most persuasive PR in 2026 is an intersection of dashboards and firsthand experience. The data provides the “what” and “where”; the people provide the “why.” The task of the future-oriented PR professional is to turn graphs into characters, discoveries into journeys, and numbers into significance. Theoretically, it means that each statistic is to be paired with a human perspective: ? A percentage improvement is to be turned into a customer’s before-and-after story. ? A change in sentiment is to be expressed as an honest account of what the brand changed and learned. ? A risk forecast is to be regarded as a dialogue about accountability, not just reputation. By presenting not just their accomplishments but also the methods and the areas where they still lack, brands express a hope that the audience will be as smart as they are. That modesty, more than any advertising, is what creates lasting trust. In the current situation, PR can no longer function as a simple one-way discourse from press release to coverage; instead, it has to act like a living organism that knows, changes, and improves. The trajectory of the campaign turns to be a circle: find out, create, launch, and then adjust according to the information and the conversation. Analytics reveal the messages that hit the hardest, the channels that deliver more than expected, the points of weariness, and the places where the undesirable narratives may be getting a foothold. However, it is up to the narrator to make the response not a spin but a clear one by changing the stance when necessary, clearing up the misconceptions, and strengthening the ties instead of going after the vanity metrics. In 2026, trust is the compass in PR. It is a gradual process that requires the three components to be in constant harmony over a long period of time: the brand's voice, the data's proof, and the people's feelings in their daily interactions. The future is for the communicators who can work both in a war room and in a spreadsheet with equal ease, who master the subtlety without losing the clarity of the narrative, and who view the audiences not as targets but as partners in a dialogue that never ends. For the modern PR leaders, the challenge is not only to decode trends but also to interpret what they imply for people, culture, and businesses. The more data is available and the more audiences are critical, the more the communicators' task is to make the information understandable tohumans without compromising on its accuracy. This is the point where hard data and human-centric storytelling stop being opposites and become the most powerful force for creating meaningful and resilient brand trust together.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

ON PURPOSE has secured a strategic equity investment from PR industry veterans Rishi Seth and Zach James, as the mid-sized communications firm looks to accelerate its next phase of growth while deepening its focus on social impact and sustainability.Seth and James bring more than three decades of combined leadership and entrepreneurial experience to the firm. Their careers span senior roles across agencies such as BCW Global, Six Degrees PR, Alphabet Consulting, and Text 100. More recently, both became strategic investors in The PRactice, a move that mirrors their latest involvement with ON PURPOSE.The investment is aimed at supporting ON PURPOSE’s long-term scale ambitions. Key priorities include shifting the business towards a more predictable, retainer-led revenue model and strengthening leadership depth beyond the first line of management. Despite the equity infusion, ON PURPOSE will continue to operate independently of the investors’ other business interests and will maintain its clear stance of working exclusively on social impact-driven mandates, including its long-standing refusal to represent polluting industries.Founder Girish Balachandran will continue to lead the firm as CEO and retain his shareholding. The partnership is positioned as a hands-on one, with Seth and James expected to work closely with Balachandran, the leadership team, and clients, contributing operational expertise and strategic guidance as the firm evolves.The move reflects a broader belief that purpose-led communications is no longer a niche discipline but increasingly central to reputation management, regulation, talent engagement, and long-term business value. The partnership also underscores a shared view that future-ready communications models must balance measurable impact, predictable growth, and storytelling suited to an environment shaped by AI, digital platforms, and rising stakeholder scrutiny.In addition to growth and scale, the investment is intended to help ON PURPOSE build stronger senior leadership capacity and sharpen its organisational structure as the firm expands its client base across sustainability, advocacy, development communications, CSR, and behaviour change.Seth and James’ involvement with ON PURPOSE follows a similar investment they made in The PRactice two years ago. Both firms will continue to operate independently, with Girish Balachandran and Nandita Lakshmanan remaining CEOs of ON PURPOSE and The PRactice respectively. While there is no merger planned, the structure allows for selective collaboration and shared learning between the two organisations.The two firms are positioned as complementary rather than overlapping. The PRactice’s strengths lie in corporate reputation, leadership communications, B2B technology, and stakeholder relations, working with Fortune 500 companies, unicorns, and global technology brands. ON PURPOSE, by contrast, works closely with multilaterals, foundations, NGOs, and organisations focused on social and environmental impact. Together, the combination is seen as enabling broader capability-building while preserving distinct identities and values.Operationally, the arrangement is expected to allow best practices from both firms to inform each other’s growth, functioning as a more flexible, incubation-led model rather than a traditional network structure. The leadership on both sides views the partnership as an enabler of stronger capabilities and more sustainable scale, without creating conflicts or diluting each firm’s core mission.

Authored by Burzeen Bhathena, Director of Marketing of NMIMSOver the past century, every medium has had its moment. Print took nearly eight decades to reach the ?1,000-crore ad milestone, television did it in just 30 years, and digital did the same in less than a decade.The major difference? Measurability. For the first time, marketers could see, in near-real time, what their rupee delivered, from impressions to leads to sales to advocacy. The ability to measure, optimise, and justify every spend has now redefined how brands think about success.As per the Dentsu Digital Report 2025, India’s digital advertising industry is projected to surpass ?65,000 crore by 2026, accounting for nearly 50% of total ad spends, with performance, content, and influencer marketing driving the growth.In today’s fragmented attention economy, digital remains the only medium that connects investment directly to outcome. However, even in the online world, attribution is becoming complex. A digital native learner is likely to encounter our communication as a YouTube ad, see an Instagram ad, get ‘influenced on Twitter’ and finally convert after receiving an email from the brand or one of its affiliate network partners. Traditional last-click attribution models would credit only one of these touchpoints, masking the real impact of the multi-channel engagement. This is why brands must move towards data-driven attribution models that capture the full customer journey, not just its endpoints.Another fallout of the fragmented media is that brands must ensure that they implement an Integrated Marketing Communications (IMC) approach. The approach ensures that the same message is being delivered through all the media including PR. Thus, Marketing and PR, that were once viewed as distinct disciplines, are now inseparable partners in shaping perception, driving trust, and influencing outcomes.“Measurement is no longer about counting clicks. It’s about connecting conversations.”The blurring of lines between Marketing and PR also means that measurability must happen across the entire funnel, from Awareness to Advocacy. A well-written PR article in a top-tier publication can spark curiosity, while a digital marketing ad can nurture that interest into an enquiry. This is one more reason why attribution needs to evolve from the current and most-followed last-click models to multi-touch and data-driven attribution that values earned media, influencer engagement, and organic amplification as key contributors to the lead quality and conversions from it.For all leading brands including NMIMS, PR is no longer an afterthought. It is the storytelling medium that gives our marketing campaigns credibility and emotion. Through strategic integration, PR strengthens our share of voice, boosts campaign narratives, and drives trust that paid media alone cannot achieve.At NMIMS, when we launch campaigns for driving registrations for entrance exams of our undergraduate programmes, all the agencies including creative, PR, and social media work in unison. The campaign narrative across the different media including digital and print are simultaneously amplified through editorial features, alumni stories, and expert features that appear in national and vernacular dailies. The convergence of paid, owned, and earned media ensures that the message resonates across our different audiences and markets, not just through frequency, but through authenticity.The influx of AI and automation in CRM platforms like Salesforce is also transforming the way we measure and integrate communication efforts. Salesforce enables us to track every interaction, from a media mention to a chatbot query and then tie it back to the impact on the overall pipeline. Specialised analytical tools can now identify which content or coverage is most likely to convert interest into action. These tools are especially powerful in the education sector, where the decision journeys are long and reputation plays a pivotal role.In today’s scenario, both Marketing and PR must work in tandem to build reach and credibility and when that happens the result is a brand that is visible, valued, and verified, not because it speaks the loudest, but because it communicates with authenticity and impact.When marketing builds reach and PR builds belief, the result is a brand that is not just seen but trusted.?DISCLAIMER: The views expressed are solely of the author and The PR post does not necessarily subscribe to it.

Edelman’s growth story has stalled. For the third year running, the world’s most visible PR agency has seen its global revenue contract, underscoring how vulnerable even market leaders are to sectoral headwinds, client budget resets, and shifting demand for communications services. The 2025 numbers signal less a cyclical blip and more a structural challenge: America is dragging performance down, while pockets of growth outside the U.S. are not yet large enough to offset the decline. DJE Holdings-owned Edelman reported like-for-like global revenue of $950 million in 2025, down 4% from $986 million in 2024, keeping the agency below the $1 billion threshold it first crossed in 2022. The decline, adjusted for currency movements, marks the third consecutive year of contraction — a rare losing streak for a firm long positioned as the industry’s bellwether.The real pressure point remains the United States, which still accounts for more than half of Edelman’s global business. U.S. revenue fell 8.1% to $541 million, deepening a multi-year slide that has already cost the agency its status as the largest PR firm in the country by revenue. In 2024, Edelman ceded that title to Real Chemistry — a shift driven in part by the latter’s AI-heavy healthcare arm, Swoop, which later spun out as a separate entity.Outside the U.S., the picture is more nuanced. EMEA edged up 0.5% to $243 million, powered by sharp gains in the Gulf — UAE up 33% and Saudi Arabia up 68%, reflecting stronger corporate communications and public affairs demand in the region. Latin America grew 16.7% to $38 million, with Argentina and Brazil leading the rebound, while Canada rose 8.6% to $40 million.APAC, however, slipped 1.7% to $87 million, even though India and Southeast Asia posted 7.5% growth, highlighting how uneven regional performance can dilute overall momentum.The 2025 figures incorporate contributions from United Entertainment Group, Edelman DXI (data & intelligence), and Edelman Smithfield (financial communications), but exclude sister agencies Zeno Group and Ruth within the DJE portfolio — a reminder that group-level performance can look different from standalone agency results.On the services side, marketing and communications emerged as Edelman’s strongest engine, growing 6.3%, followed by financial communications at 1.7%. Yet these gains were insufficient to counter deeper sectoral pain.The sharpest drag came from health (–7%) and food & beverage (–10.7%), two pillars of Edelman’s U.S. business. The agency attributed the softness to pricing pressures and disruptions linked to GLP-1 drugs reshaping food, beverage, and wellness marketing. Along with CPG, these categories form three of Edelman’s five core U.S. “growth engines,” amplifying the regional slowdown.There were bright spots. Technology grew 7.7% globally — including a robust 6.5% in the U.S. and 30.8% in Canada — while financial services advanced 5%, reflecting steadier demand for reputation, regulatory, and crisis communications.Edelman’s 2025 performance underscores a broader industry reality: growth is increasingly fragmented across markets and sectors, and reliance on the U.S. is becoming a strategic vulnerability. Until non-U.S. regions scale materially or health and CPG recover, the path back to $1 billion looks more marathon than sprint. 

Adgcraft, has secured the PR mandate for the 2nd edition of “Kalidas ka Kathaalok”, the Great Indian Storytelling Festival by Samay Yaan in collaboration with Indira Gandhi National Centre of Art. The event will take place at the historic Purana Qila, New Delhi, on the 7th and 8th February 2026. This two-day cultural event is themed as a time travel into the literary world of Mahakavi Kalidasa, exploring India’s civilisational imagination through storytelling, theatre, music, and art.Adgcraft Communications comes on board as the PR Partner for this event, overseeing and managing its strategic and creative media communications, amplifying the event’s cultural narrative across media platforms. The partnership aligns with the festival’s core theme, bringing India’s literary heritage to the forefront and encouraging classical storytelling through the concept of time-travelling as a living, breathing art form that continues to shape identity, imagination, and dialogue.Commenting on the partnership, Abhinay Kumar Singh said, “Kalidas ka Kathaalok is a beautiful concept as Kalidasa remains one of the greatest literary geniuses in our history, experiencing his world through storytelling, music, and performance makes that legacy accessible in a deeply meaningful way. For today’s young generation, which is already drawn to creativity, art, and expression, this festival offers an opportunity to engage closely with Sanskrit, tradition, and the spirit of Bharat. We are excited to be part of such a thoughtful cultural journey and  partner with Kathaalok in bringing these stories to life.”Talking about it, Bharti Dhingra, Project Head of Katha Lok, said, “This festival is built around listening to stories, to places, and to the questions ancient India explored around love, power, nature, and society. Kalidas ka Kathaalok does not instruct audiences on how to view the past; it creates an atmosphere that encourages reflection and dialogue. By situating these experiences within Purana Qila, we invite visitors to move through history both physically and emotionally, allowing the past to feel present rather than distant. With Adgcraft Communications joining us as our PR partner, we are confident and assured that this vision of art, storytelling, and cultural engagement will reach wider audiences and deepen its impact.”Kalidas ka Kathaalok is an immersive cultural festival that draws inspiration from the works and world of the legendary Sanskrit poet Kalidasa. This festival is themed over “Let’s time-travel to a Bharat, 2000 Years Ago” and reimagines ancient Indian thought for contemporary audiences. Set within historically significant spaces, it encourages visitors to experience literature as a living tradition. There would be a grand stage, experience zones, ancient attars, brahmi scripts, Sur Samay Yaan, creating a reflective environment where art becomes a medium to explore timeless themes of love, nature, power, and society. The festival bridges classical heritage with modern sensibilities, making the past feel immediate and deeply relevant.

Brazen MENA, the award-winning communications agency with offices in Dubai and Riyadh, has started the year with a series of significant client wins, reinforcing its position as a leading communications partner for lifestyle brands in the region. Strengthening its rapidly growing regional footprint, the consultancy has added major names spanning luxury, hospitality, FMCG and consumer tech, underscoring the impact of its ‘B Ahead, B Brazen’ platform built on Visibility, Reputation and Impact.Further expanding within the UAE’s thriving hospitality sector, Brazen MENA has been selected as the communications partner for SO/ Ras Al Khaimah, the region’s first design-led, all-inclusive SO/ resort outside Europe. Now officially open on Al Marjan Island, the property blends bold design, curated creativity and lifestyle-led luxury, establishing a new benchmark for the SO/ brand in the region.In the FMCG category, the agency is supporting the regional growth of Oodles of Doodles, the playful, kid-designed flavoured water brand that recently launched in the Middle East. Built on creativity and self-expression, the brand is gaining traction among families and communities across the region, with Brazen MENA leading its PR and influencer strategy.Brazen MENA has also strengthened its F&B portfolio through its work with Al Safadi Hospitality. Marking a milestone period for the renowned Lebanese brand, the agency’s remit spans the newly formed hospitality umbrella, the expansion of its concepts, including Oventine and Table 25, and full communications for the flagship Al Safadi restaurant brand across the UAE. As the group enters a strategic phase of growth, the partnership reinforces Brazen’s longstanding expertise in elevating the region’s most loved dining institutions.Rounding out its new partnerships, Brazen MENA has also been appointed by Belkin, the California-based accessories leader delivering award-winning power, protection, productivity, connectivity, and audio products over the last 40 years. The agency is supporting the brand’s expanding presence in the UAE and Saudi Arabia, reflecting Brazen MENA’s ability to champion leading international names within the regional consumer landscape.Louise Jacobson, Managing Partner at Brazen MENA, commented:“Opening the year with this calibre of brands reflects the confidence clients place in our approach and the value of true partnership. They choose us for communications that prioritise quality, deliver measurable results and build long-term reputation. We’re proud to work with ambitious brands that are innovating, growing and shaping the future of their industries.’’With expanding teams in Dubai and Riyadh, Brazen MENA continues to build momentum across the GCC, delivering future-focused communications strategies rooted in cultural insight, creativity and impact.

Integrated Communications firm, Confiance Communications, has been reappointed as the official India PR Partner for Türkiye Tourism Board, for the fifth consecutive term. This renewal reaffirms Confiance’s consistent role in strengthening Türkiye’s positioning in the Indian outbound tourism market. Since the inception of this collaboration in 2022, Confiance has not only driven visibility for Türkiye as a premier travel destination but also built a dynamic Communications channel through initiatives that transcend the scope of traditional public relations. Over the past four years, Confiance has helmed the development and execution of a 360-degree Communications strategy for Türkiye, which encompasses channels such as films, OTT, social media, press, trade shows, cultural events, and on-ground campaigns. The firm has led high-impact collaborations with leading Bollywood production houses—including Yash Raj Films—which have successfully plugged Türkiye into mainstream Indian entertainment. These collaborations have effectively leveraged film and OTT platforms to position the country as a cinematic and aspirational travel destination. As a part of its reputation-building campaign, Confiance has also forged bespoke partnerships with top-tier celebrities and influencers, to further elevate the appeal of Türkiye’s experiential travel offerings through digital storytelling. Moreover, it has been instrumental in building powerful communication channels within the Indian press through deep-rooted media relationships, exclusive press familiarisation trips, and other strategic engagements—ensuring Türkiye remains a focal point in India’s outbound tourism narrative. The firm has also leveraged its extensive network within the Indian travel fraternity to foster strategic alliances across high-value tourism segments, including destination weddings, MICE, luxury, and experiential travel. Through collaborations with marquee Indian enterprises, wedding planners, and industry leaders, Confiance has promoted Türkiye's tourism offerings amongst corporates and high-net-worth individuals. The firm has further strengthened Türkiye's market position by managing its representation at leading awards and industry events, reinforcing the destination's credibility within India's premium tourism sector.During its successful partnership with Türkiye Tourism Board over the years, Confiance has deployed several multifaceted campaigns and initiatives, setting a benchmark in destination marketing—this includes facilitating exclusive travel trade partnerships with India's premier travel trade associations like TAAI and OTOAI, positioning Türkiye as a priority destination among travel professionals, and co-curating experiential events that celebrate Türkiye's rich heritage, gastronomy, and cultural traditions. Landmark initiatives include six-city roadshows conducted across Indian metros in 2024 and 2025, large-scale promotional events such as Turkish Food Festivals and Coffee Days, conventions for travel agents and journalists, and various immersive on-ground activations. These efforts have significantly increased visitor interest and engagement, with Indian arrivals to Türkiye growing substantially since 2022, reflecting consistent year-on-year growth. Speaking about this continued partnership, Bushra Ismail, Founder & Chief Strategist of Confiance Communications, said, “Representing Türkiye Tourism in India has been an incredibly dynamic and gratifying journey—one that goes beyond promotion to presenting deep-rooted cultural identity and fostering industry collaborations. Over the years, we have deployed 360-degree strategic initiatives to integrate Türkiye into India’s mainstream tourism and entertainment landscapes, forging relationships that have transformed the way Indian travellers perceive the country. With this renewed mandate, we aim to deepen Türkiye's resonance with Indian travellers and unlock new dimensions of cultural exchange.”Türkiye Tourism Authorities commented on the continued association, stating, “Confiance Communications has played an integral role in highlighting Türkiye’s narrative in India, seamlessly translating our country’s cultural depth and modern appeal into powerful, market-driven storytelling. Their ability to understand and tap into the evolving aspirations of Indian travellers, combined with their strategic engagement across verticals, has contributed significantly to positioning Türkiye as a leading choice for high-value tourism. The continued success of this partnership underscores the impact of their efforts.” With the renewed mandate, Confiance aims to catapult this momentum by further expanding Türkiye Tourism’s presence in India through deeper industry integrations. The firm will spearhead collaborations with India’s top luxury travel consortiums, drive high-profile campaigns across film and digital platforms, and introduce specialised programs catering to emerging segments such as medical and wellness tourism. By leveraging its relationships and deep industry expertise, the firm will reinforce Türkiye’s standing as one of the most sought-after international destinations for Indian travellers in 2026. 

Compass Communications has bagged the public relations mandate for Virohan, India’s leader in the healthcare education sector. The partnership aims to strengthen Virohan’s brand presence as a leader in healthcare education and its mission to bridge the gap between industry demand and skilled manpower.Since its inception in 2018, Virohan’s model has delivered strong outcomes — partnering with over 20+ higher education institutions as an industry partner, preparing more than 13,000 aspiring healthcare professionals, and collaborating with over 2,000 healthcare employers to ensure graduates are career-ready from day one.Virohan enables leading universities such as UPES (Dehradun), BBD University (Lucknow), CMR University (Bengaluru), Assam Don Bosco University (Guwahati), MIT University (Shillong), G.H. Raisoni University (Nagpur and Pune), Silver Oak University (Ahmedabad), and more to deliver best-in-class undergraduate programs in allied healthcare, nursing, and healthcare management. On the industry side, it works closely with top healthcare organizations including Lenskart, Medanta, Healthians, Dr. Lal PathLabs, and many more, creating a robust education-to-employment pipeline for its learners.Speaking on the partnership, Sumedha Gupta, Head of Brand at Virohan, said: “At Virohan, we’re building a healthcare education ecosystem that is industry-aligned, outcome-driven, and scalable. As we expand our partnerships across universities and healthcare employers, having a communications partner who understands both education and healthcare is critical. We’re excited to work with Compass Communications to shape a strong, credible narrative around Virohan’s mission and impact.”Rafi Q Khan, Co-Founder at Compass Communications, added “Virohan is solving one of the most pressing challenges in the healthcare ecosystem today—the talent crunch. Their tech-driven approach to vocational training is truly transformative. We are excited to partner with Virohan to amplify their vision of building a robust healthcare workforce and to showcase their leadership in the healthcare education space.”Compass Communications, co-founded by Rafi Q Khan and Rohan Srinivasan, currently has a portfolio of over a dozen national and international clients across BFSI, Automotive, Technology, Education, Executive Search, Luxury, Consumer Tech, Real Estate and Healthcare. The agency currently works with clients across Delhi NCR, Bangalore, Kolkata and Chennai.

Ruder Finn today announced its first annual Founder’s Day, honouring the agency’s near-80-year legacy and the lasting impact of founders David Finn and Bill Ruder on the company and industry. Founded in 1948, Ruder Finn has grown into one of the world’s largest global independent integrated marketing and communications agencies and today is guided by the same culture of curiosity, pioneering spirit, drive to innovate, and passion for creativity that defined its earliest days.  David Finn’s mantra: “Just because you haven’t done something, doesn’t mean you can’t,” inspires Ruder Finn’s global network of 1,300+ employees across five continents to continue trialling new technologies, learning new skills, and setting the pace for the industry.  “At Ruder Finn, we encourage experimentation, reward curiosity, and ensure that every project reflects collective intelligence, technological savvy, and individual imagination,” said Dr. Kathy Bloomgarden, CEO of Ruder Finn. “Ruder Finn’s culture and values set us apart in this industry, and they always have. More than anything, Founder’s Day is a celebration of that culture. A culture where relentless optimism inspires us to embrace change, empower our people, and constantly push boundaries for what’s next.” “India’s market is exceptionally dynamic and multifaceted, underscoring the enduring significance of our founders’ dedication to curiosity and adaptability. Founder’s Day provides a moment to reflect on that legacy and examine how we continue to shape our client experiences, upskill our teams to be more, and enhance our ability to navigate India’s ever-evolving landscape,” remarked Shivaram Lakshminarayan, Managing Director, Ruder Finn India.Ruder Finn was founded with the belief that communications could deepen understanding, shape ideas, and move organizations forward. Today, forward momentum remains the agency’s key driver to growth and success. Ruder Finn was among the first agencies to embed technology into its DNA, pioneering an agency model where innovation isn’t just an add-on, it is core to the business. Since that move in 2020, the agency has built an integrated suite of platforms that keep clients ahead of change, with industry-first offerings like the first agency AI incubator, the first agency AI creative studio, and the first agency Generative Engine Optimization (GEO) platform, alongside its newest creative incubator, influence network, and AI Advisory council.  Ruder Finn’s continued growth is also powered by its people and its dynamic, entrepreneurial culture of curiosity. “We see communications as a force for growth and transformation, and we continually reimagine what’s possible, for our clients, our people, and the world we serve. Founder’s Day reminds us that our incredible story is still being written, and that our greatest legacy is what lies ahead,” added Bloomgarden. Celebrated each year on the first Tuesday of February, Founder’s Day will connect Ruder Finn teams across the globe, featuring in-person activations dedicated to David Finn, highlighting Ruder Finn’s culture of curiosity, and spotlighting employees who embody the agency’s ‘What’s Next’ philosophy and spirit of reinvention.

Concerto, an international group focused on business intelligence, strategic communications and public affairs, has announced that private equity firm CAPZA has acquired a minority stake in the company.The transaction does not result in any change to Concerto’s governance. The group will continue to be led by its founder and CEO François Hurstel, alongside its partners and executive committee.With a strong footprint across Africa and the Middle East, Concerto works with companies, institutions and leaders to navigate complex political, economic and reputational environments. Its integrated offering spans business intelligence, international public affairs, strategic communication, media relations and crisis management, supported by local teams in key markets.As global geopolitical, economic and information dynamics continue to evolve, Concerto has positioned itself at the intersection of risk management, reputation and influence, supporting clients in decision making and long term strategic planning.Following CAPZA’s investment, Concerto plans to accelerate its international expansion by strengthening its presence in existing markets and entering new geographies. Priority regions include Anglophone Africa, the Middle East and other emerging markets. The group also plans targeted investments in artificial intelligence and data driven capabilities to support future growth.Commenting on the transaction, François Hurstel said the investment reflects confidence in Concerto’s positioning and ambitions, while allowing the group to scale without altering its strategic direction.Thomas Meurisse, Investment Director at CAPZA, said the firm was pleased to support Concerto as it enters its next phase of development, highlighting its ability to operate in markets with high geopolitical and reputational complexity.

Authored by: Nafisa Shaheen, Head- PR and Marketing, Globale MediaEvery year, the Union Budget does more than present numbers- it sets the national narrative. For businesses, markets, media, and consumers alike, budget season becomes a moment of heightened attention, accelerated discourse, and decisive interpretation. In this charged environment, public relations moves from a supporting function to a strategic necessity.Union Budget season is when PR strategy truly peaks, because policy visibility reshapes perception, reputation, and relevance in real time.Budget Season Is a Narrative MarketplaceThe Union Budget is not just a financial document; it is a signal of intent. Tax structures, sectoral allocations, incentives, and regulatory changes collectively communicate where the country is headed. From startups and fintech to manufacturing, gaming, and digital services, every sector looks for cues that impact growth trajectories.For communication leaders, this creates a narrative marketplace where relevance is won by those who can quickly, clearly, and credibly interpret policy impact. PR becomes the bridge between policy language and business implication.Brands that are silent during budget season risk invisibility. Brands that respond with insight earn authority.Speed Meets StrategyOne of the defining characteristics of budget communication is speed. Media cycles shrink dramatically in the 48-72 hours surrounding the budget. Editors seek instant reactions, contextual commentary, and future-facing insights.However, speed without strategy leads to noise.Effective PR during budget season requires preparedness: pre-aligned viewpoints, scenario-based messaging, and leadership availability. Commentary should not merely react to announcements but frame their broader implications, what this means for industry growth, consumer behaviour, innovation, or investment sentiment.When leadership voices are prepared, PR teams can turn immediacy into influence.Thought Leadership Over PromotionBudget season is not the time for overt brand promotion. Media credibility hinges on relevance, not rhetoric.Journalists look for subject-matter expertise; voices that can decode complexity and connect policy to ground reality. This is where PR professionals must reposition brand leaders as interpreters, not promoters.The strongest budget narratives focus on:How policy impacts ecosystems, not just companiesWhat long-term shifts the numbers signalWhere opportunity meets responsibilityThis approach elevates brands from participants in the conversation to contributors to national discourse.Policy as Reputation TouchpointPolicy discussions carry reputational weight. A poorly framed budget reaction can position a brand as opportunistic or misaligned. A well-articulated perspective, on the other hand, demonstrates maturity, awareness, and stakeholder responsibility.PR teams play a critical role in ensuring commentary is nuanced; balancing optimism with realism, and growth ambitions with regulatory sensitivity. This is particularly important in sectors facing increased scrutiny or evolving compliance frameworks.During budget season, every quote becomes a brand signal.Data, Context, and CredibilityIn an era where media and audiences are increasingly sceptical of generic opinions, data-backed insights matter.PR strategies that leverage historical data, sectoral benchmarks, and forward-looking indicators create stronger media traction. Commentary anchored in numbers without being dense signals seriousness and reliability.Budget season rewards those who respect context: understanding not just what was announced, but why it matters now.Internal Alignment Is as Important as External MessagingWhile external communication takes centre stage, internal alignment becomes equally crucial. Leadership, sales, investor relations, and marketing teams must speak the same language.PR functions often act as the central node, aligning internal perspectives into a single coherent narrative. This consistency strengthens credibility externally and confidence internally.Budget season tests not just how well a brand communicates, but how clearly it thinks.From Moment Marketing to Meaningful PositioningIt’s easy to treat budget season as a moment-driven PR opportunity. The real value lies in using it as a positioning milestone.Policy narratives often foreshadow trends including digitisation push, sustainability focus, AI enablement, or consumer protection. Brands that intelligently align their longer-term storytelling with these signals build sustained relevance beyond the news cycle.The goal is not visibility for one day, but strategic association over time.In a policy-driven economy, perception often shapes opportunity. During budget season, PR does not just manage communication, it shapes understanding.And understanding, ultimately, is influence.DISCLAIMER: The views expressed are solely of the author and The PR post does not necessarily subscribe to it.

Concept Public Relations India Limited has been appointed as the media and strategic communications partner for the National Stock Exchange of India Ltd (NSE), India’s largest stock exchange by trading volumes and among the leading exchanges globally.As part of the mandate, Concept Public Relations will handle NSE’s integrated media and communications strategy across financial, business, mainstream and digital platforms, covering all NSE Group businesses. The focus will be on ensuring a unified communications approach aimed at strengthening stakeholder engagement and reinforcing investor confidence.NSE is one of the most significant capital market infrastructure institutions in India’s financial ecosystem, with listed companies accounting for a substantial share of domestic market capitalization. The exchange operates a technology-led, scalable market infrastructure and plays a key role in expanding market access, improving transparency and enhancing efficiency across asset classes.Commenting on the appointment, Ashish Jalan, Managing Director, Concept Public Relations India, said, “NSE is one of the most respected stock exchanges globally, setting benchmarks in market infrastructure, innovation and investor participation. As India’s capital markets scale rapidly, driven by retail participation, technological transformation and global investor interest, credible and strategic communication is essential to building long-term trust. We are delighted to partner with NSE at this pivotal moment. With our deep BFSI expertise and strong understanding of market dynamics, we aim to amplify NSE Group’s leadership narrative and support its long-term vision for India’s financial markets.”Founded in 1984, Concept Public Relations is a communications consultancy with a strong focus on the BFSI sector and experience across public sector enterprises, real estate, infrastructure, technology and healthcare. The firm will support NSE in engaging with a growing investor base and in strengthening its positioning as a key voice in India’s evolving capital markets landscape.

Burson has completed a commemorative coffee table book for IDBI Bank, marking the institution’s 60 years of operations and transformation.According to the agency, the project involved an in-depth review of IDBI Bank’s archives to build a narrative around key milestones in the bank’s history. The content was supported by curated visuals to present the organisation’s evolution and long-standing presence in India’s banking sector.The book is positioned as a documentation of IDBI Bank’s legacy and its journey over six decades, combining historical context with visual storytelling to reflect the bank’s institutional impact.

TriOn & Co, a Singapore-based strategic communications consultancy, has joined Global Communication Partners (GCP) as its exclusive partner in Singapore, expanding its international reach.GCP is a global network of 18 independent financial and corporate communications consultancies operating across 23 major financial centres, including London, New York, Frankfurt, Paris, Hong Kong and Tokyo. Through this partnership, TriOn & Co will be able to support clients with cross-border communications strategies backed by local expertise in key global markets.Alexandre Daudin, chairman of Global Communication Partners and managing partner of Agence Shan, said the network was impressed by TriOn’s capabilities in financial, corporate and issue communications, as well as its collaborative approach. He added that GCP looks forward to working closely with the TriOn leadership team as part of the network.The partnership marks a milestone in TriOn & Co’s growth, combining its Southeast Asia-focused expertise with GCP’s international footprint. The collaboration is expected to strengthen support for clients, particularly in the financial services, fintech and corporate sectors.Joel Lah, co-founder and fintech lead at TriOn & Co, said joining GCP will allow the firm to provide clients with borderless strategic counsel. He noted that as Singapore strengthens its role as a global financial and fintech hub, clients are increasingly seeking to expand internationally. Aligning with GCP, he said, will help TriOn support clients navigating international regulatory environments and global storytelling.TriOn & Co’s client portfolio includes Moomoo, Cooley, UOB FinLab, UOI and Delta Underwriting. The firm will continue to operate as a boutique, senior-led consultancy, now supported by a global network of more than 2,500 communications professionals.

Ruder Finn, a leading independent marketing and communications agency, has acquired Missouri Creative, a UK-based creative agency specializing in visual storytelling, immersive design, and experience-driven brand activation.The acquisition strengthens Ruder Finn’s Studio53 platform by adding expertise in brand strategy, visual identity systems, 2D and 3D design, animation, experiential storytelling, and emerging technologies. This expanded team will support global brand activations across physical, digital, and hybrid environments.Founded in 2013 by Paul Brennan and Stuart Wood, Missouri Creative has grown to a team of 30 professionals serving clients in spirits, food and beverage, retail, automotive, and entertainment sectors, including Pernod Ricard, PepsiCo, Carlsberg, and Netflix.Stuart Wood, Co-Founder of Missouri Creative, said the partnership with Ruder Finn aligns with the agency’s goals of expanding creative capabilities while maintaining its culture and agility. Paul Brennan added that joining Ruder Finn enables the agency to operate on a global scale and explore new sectors.Kathy Bloomgarden, CEO of Ruder Finn, stated that Missouri Creative will enhance the agency’s ability to deliver visually rich, strategically grounded, and AI-enabled brand experiences across multiple touchpoints.Missouri Creative will continue to operate from its UK office, with its leadership team collaborating with Ruder Finn’s global teams to expand creative and experiential offerings worldwide.

PROI Worldwide, an independent communications agencies, announced the addition of PR ONE, a leading public relations firm based in Seoul, South Korea. This strategic partnership significantly enhances PROI's capabilities in the vital Korean market and expands its presence across Asia.Founded in 2006, PR ONE has established itself as a premier agency known for its strategic communications, strong media relations, and expertise in navigating Korea's unique cultural and business landscape. With a team of over 200 dedicated professionals, PR ONE delivers impactful campaigns across various sectors, including technology, consumer goods, healthcare, and finance, serving both multinational corporations and leading local brands. The agency uses data & tech to create deep insights for its clients."PR ONE's deep understanding of the Korean market, coupled with their innovative approach to communications, makes them an invaluable addition to our global network," said Angela Scaffidi, Global Chair of PROI Worldwide. "Their proven track record of delivering impactful results and their commitment to client success align perfectly with PROI's values, and we are thrilled to welcome them."PR ONE offers a comprehensive suite of services, including corporate communications, brand PR, media relations, crisis management, digital PR, public affairs, and influencer engagement. The agency is renowned for its ability to craft compelling narratives and execute integrated campaigns that resonate with Korean audiences and drive measurable business outcomes.David Ahn, Vice President of PR ONE, commented, "Joining PROI Worldwide is a significant milestone for PR ONE. This partnership provides us with an incredible opportunity to collaborate with leading independent agencies from around the globe, sharing knowledge and expanding our capabilities internationally. We are excited to offer our clients enhanced global reach and insights, while also contributing our deep expertise in the dynamic Korean market to the PROI network."

Authored by: Sanjay Rammoorthy, MD Aurum Media Private LimitedThe year 2025 was nothing short of a black swan event. Disruption is perhaps the mildest word to describe it. The beginning of the Trump regime in January unleashed global turmoil, marked by tariffs and the threat of mass deportations. That storm has yet to settle. Add to this the continuing unrest between Russia and Ukraine, the Israel conflict, and closer home, the Pahalgam attack, followed by Operation Sindoor, all of which deepened the era of uncertainty.The global economy staggered under these shocks, forcing businesses to abandon long-term agendas in favour of a cautious wait-and-watch approach. China, meanwhile, continues to hold the keys to global manufacturing. In this volatile environment, communications and storytelling became critical. Perception often outweighed facts, and optics ruled the day. As we step into 2026, the turbulence will only intensify.So what does this mean for the Public Relations industry, globally and in India? Let’s examine the key challenges and how PR can equip itself to thrive in this high-stakes environment.1. The Disruption of AI2025 saw AI tools take over many repetitive PR tasks. Agencies embraced them, but clients quickly caught up, eroding the perceived value of traditional services. In 2026, the challenge will be responsible integration: AI must augment strategy, not replace human judgment. AI-generated content blurs the line between authentic and synthetic media, complicating trust. PR professionals must upskill rapidly in AI, data analytics, predictive tools, and emerging platforms. AI outputs can be biased, inaccurate, or non-compliant. The solution lies in combining automated validation with human oversight, balancing efficiency with ethics.2. Dynamic Business StrategyGeopolitical volatility has forced businesses to abandon long-term narratives in favor of modular, adaptable strategies. PR must evolve accordingly. Narratives must be flexible enough to shift with markets, regulations, and alliances. In uncertain times, corporate reputation is not a halo but a hedge protecting valuation and license to operate. The premium will shift from sheer coverage volume to speed, context, and credibility. CEOs and CXOs face heightened scrutiny. PR must safeguard leader's credibility, internal confidence, and external reassurance. As planning horizons shrink, PR’s role expands, becoming the function that sustains trust when strategy itself is in flux.3. Messaging and Unified NarrativesIn 2026, messaging and storytelling will be the ultimate differentiators. Trust and reputation are no longer abstract ideals but measurable outcomes. Human-centered narratives will cut through noise and build credibility. Storytelling pillars will hinge on emotional resonance, cultural relevance, and crisis navigation. Cross-channel alignment with a single authentic voice across social media, press releases, influencer campaigns, and internal communications is the need of the hour. measurement frameworks will change, and agencies will be judged not on impressions but on trust scores, resonance, and narrative consistency. AI will track alignment and cultural relevance across channels.4. Fragmented Media LandscapeMedia fragmentation and new platforms demand agility. PR in 2026 must be platform-native, creator-led, and measurement-driven. One-size-fits-all messaging is obsolete. Narratives must be tailored for niche communities and subcultures. However, this must be done while keeping the core message constant. New laws and platform policies will reshape audience access. Crisis playbooks must now include creator networks, platform takedowns, and rapid cross-channel responses.In terms of Concrete actions for 2026, agencies will need to produce modular, short-form vertical videos and adopt narrative intelligence and social listening. Earned + paid hybrid strategies will have to be deployed to amplify core messages. KPIs will shift to creator-attributed conversions, reach within micro-communities, and narrative sentiment trends.5. The Rise of Independent AgenciesThe year 2025 witnessed mega-mergers among global communication giants, creating fewer but larger networks. Consolidation often leads to standardized approaches, slower decision-making, and less personalized service. In contrast, independent agencies are poised to thrive in 2026. Some reasons for this prediction are that independent agencies pivot faster, experiment freely, and deliver human-centered storytelling. They also have focused expertise in industry verticals, making them attractive to clients seeking depth over breadth. Local insights closer to communities, the ability to craft culturally resonant narratives and grassroots credibility make them indispensable in volatile times.2026 could be a boom year for independent PR firms, positioning them as trusted, agile partners in a landscape dominated by consolidated giants.ConclusionThe year ahead will be unpredictable, aggressive, and full of surprises. Businesses must adapt to rapid shifts in the operating environment, and PR professionals must upskill relentlessly to stay relevant.It’s time to tighten your seatbelts. The turbulence will be real, but so will the opportunities.Sanjay Rammoorthy has been an integral part of the India media industry for over twodecades and has been associated with media giants like Ananda Bazar Group, Business India Group, Mudra Communications, Ogilvy & Mather, ZEE News, Sahara India Television and Sampark Public Relations. As a television journalist Sanjay has extensively covered various state and general elections. Sanjay now runs a Training & Content company – Aurum Media. DISCLAIMER: The views expressed are solely of the author and The PR post does not necessarily subscribe to it.

Catch Communications has renewed its partnership with key brands from the United Hospitality Management (UHM) portfolio and will continue to handle public relations and strategic communications for Mövenpick JLT, voco Bennington JLT, and RIVA Ristorante & Beach Club in 2026.The agency first partnered with UHM in late 2024 to support media visibility for these properties across consumer, lifestyle, and hospitality platforms. The renewed engagement will see Catch Communications continue its work on brand positioning, media outreach, and communications strategy.As part of the ongoing collaboration, the agency will manage integrated media relations, influencer engagement, and creative content initiatives, tailored to the individual audiences and objectives of each venue.The renewal reflects the continued working relationship between Catch Communications and United Hospitality Management as the brands maintain their presence within the UAE’s hospitality landscape.

Bridgers, India’s leading integrated communications agency, has been awarded the Public Relations and Social Media Marketing mandate of the Capacity Building program, an initiative by IIT Mandi Catalyst, one of India’s leading Technology Business Incubators following a multi-agency pitch. The collaboration will see Bridgers assisting the Capacity Building program with end-to-end communication strategies for its selected startups, ensuring streamlined Public Relations, Reputation Management, and Social Media Marketing solutions to highlight their innovation and originality.The partnership will also see Bridgers work closely with the individual teams at IIT Mandi Catalyst and four of its incubated startups — AgriVijay, UKHI, Autocracy Machinery and Bliss Natural. The overall collaboration will see Bridgers amplify innovative brand campaigns and community-first storytelling, building authentic narratives that position the stakeholders as a growth-focused entity.Kumar Anubhav, Founder of Bridgers, shared his insights on the collaboration, saying, “We are focused to contribute to IIT Mandi Catalyst’s Capacity Building program’s vision of empowering Indian startups to create a highly competitive startup ecosystem in India. As one of the leading players in the sector, IIT Mandi Catalyst is an example of how definitive values shape the national interest and we are delighted to contribute to their efforts and contribute towards the scalability of the Make in India initiative.”Prof. Dipankar Deb, Faculty In-Charge & Director (Incubation), IIT Mandi Catalyst, explained “At IIT Mandi Catalyst, our focus is on building founder-ready startups by strengthening both their technological depth and market-facing capabilities, including IP awareness and product market fit readiness. The Capacity Building Program is designed to bridge this gap by enabling startups to communicate their vision, innovation, and impact effectively. Our collaboration with Bridgers brings strategic communication expertise into this journey, helping startups build credibility, visibility, and stronger stakeholder engagement..”Anil Singh, CEO of IIT Mandi Catalyst, added the nature of the collaboration by saying, “As one of India’s leading tech incubation programs, the Capacity Building program is dedicated towards empowering the upcoming generation of startups and entrepreneurs with crucial support to ensure success. We are living at the edge of greatness, and by empowering some of India’s most innovative startups, our vision is to create a thriving startup ecosystem in the country that are reimagining purpose and profit simultaneously, and our collaboration with Bridgers will help us to integrate a force multiplier in our quest.”The partnership between Bridgers and IIT Mandi Catalyst’s Capacity Building program will ensure strategic communication from the selected incubated startups to enhance their media presence, while also establishing a robust relationship with their end-users. The nature of the collaboration remains proactive, and the operational agility will include print, digital, and social media platforms. With this partnership, Bridgers envisions a stronger brand recall, while also reinforcing its status as the go-to brand for strategic technology communications in the public and private sectors nationwide.

The Public Relations Consultants Association of India (PRCAI) announces the 2026 edition of the Accreditation in Public Relations (AIPR), its flagship and national certification for high-potential communications professionals designed to benchmark excellence and strengthen the quality of talent across India’s communications industry.As the Indian PR industry expands from 14,800 professionals in 2024 to nearly 22,700 by end of FY 2030, strengthening talent capability has become central to sustaining this momentum. PRCAI’s SPRINT 2024–25 study highlights that over 80% of professionals see continuous upskilling and stronger benchmarks as essential to advancing industry excellence and credibility. AIPR responds to this opportunity by offering a robust, industry-backed accreditation that nurtures high-potential talent and strengthens leadership readiness across the profession.“As the role of communications becomes more strategic, the profession requires stronger benchmarks for readiness and leadership maturity. PRCAI’s AIPR addresses this by evaluating how professionals think, structure problems and apply judgement in real-world contexts. It creates a credible benchmark for individuals and enables organisations to identify and invest in high-quality future talent,” said Santanu Gogoi, Associate Vice President, PRCAI and Founding Partner, First Partners.Now in its fifth edition, AIPR has accredited 68 professionals across four previous cohorts, establishing itself as a respected industry benchmark for high-performing public relations talent.  Over time, AIPR has evolved into a respected reference point for identifying professionals who demonstrate strategic thinking, sound judgement, ethical practice and readiness for higher responsibility. The 2026 edition follows a structured review of the programme framework aligned to global certifications to ensure it remains aligned with the evolving expectations of the profession.“The communications profession today sits at the intersection of reputation, leadership and trust. AIPR will strengthen that responsibility with top-notch professionals,” said Deeptie Sethi, CEO, PRCAI. “The 2026 edition sharpens the benchmark for what excellence in Public Relations should look like in today’s landscape, with leadership in strategy, creativity, measurement and problem solving for brands. AIPR will recognize, celebrate a growing community of such individuals to future proof our industry.”This edition embarks a new PRCAI collaboration with Manipal Group’s MeritTrac, India’s top assessment company that undertakes aptitude assessment for leading examinations, strengthening the objectivity, robustness and benchmarking of the evaluation process.Manjunath KP, Chief Operations Officer, MeritTrac, said, “We are thrilled to partner with PRCAI for AIPR which demonstrates the vision of India’s most influential and credible public relations’ association to build talent benchmarks for their industry. The assessment framework ensures that the accreditation reflects real-world readiness for roles in PR and corporate communications.”AIPR 2026 is open to professionals across consultancies, corporate communication roles and independent practices, across two experience levels: Level 1 (1–5 years of work experience) Level 2 (5–10 years of work experience).The assessment framework follows a multi-stage evaluation process. The first stage is an online aptitude assessment, testing core competencies across areas including media and digital awareness, research and analytics, problem-solving, ethics, client consultancy management, corporate communications and industry understanding. The preliminary aptitude assessment will be held in February 2026, followed by final evaluations in March 2026 across four locations, led by a diverse panel of seasoned industry veterans. Shortlisted candidates will present communication solutions to a real-world case study before multidisciplinary panels of PR founders, Head of Communications, Academicians, and HR leaders.All previously awarded AIPR certifications remain valid, and accredited professionals continue to be recognised as part of the AIPRodigy community. Professionals who have completed AIPR Level 1 are also eligible to apply for Level 2 if they qualify the work experience to upgrade their certification. Sign up to earn your prestigious stamp of excellence and register for AIPR 2026 at https://prcai.org/aipr.

PR Professionals (PRP), India’s leading integrated communications agency and the flagship of the PRP Group, has secured the public relations mandate for SVC Bank, one of India’s oldest and most progressive cooperative banking institutions. This strategic partnership aims to amplify SVC Bank’s brand narrative, strengthen stakeholder communication, and further elevate its position as a customer-centric leader in the banking and financial services sector. The mandate further deepens PRP’s growing BFSI portfolio, which includes marquee clients such as IDFC First Bank, Bajaj Finserv, Power Finance Corporation (PFC), Axis Bank, E&Y, Goods and Services Tax Network (GSTN) and the Pension Fund Regulatory and Development Authority (PFRDA), among others.Established in 1906, SVC Bank (formerly The Shamrao Vithal Co-operative Bank Ltd.) is a 119-year-old multi-state scheduled cooperative bank headquartered in Mumbai, with a strong pan-India presence. With over 200 branches across 11 states, the Bank has built a legacy of trust, innovation, and community-focused banking. SVC Bank offers a comprehensive suite of retail and corporate banking products, including savings and current accounts, loans, digital banking services, and priority sector lending.Dr. Sarvesh Tiwari, Founder & Managing Director, PR Professionals, said, “We are delighted to partner with SVC Bank, an institution with over a century of excellence in cooperative banking. In an era of rapid digital transformation and evolving customer expectations, SVC Bank stands out for its unique blend of tradition and innovation. We look forward to crafting impactful communication strategies that highlight the Bank’s customer-first approach, technological advancements, and its significant contribution to India’s financial ecosystem.”With the addition of SVC Bank, PR Professionals further consolidates its leadership in the banking and financial services communications space. The agency’s expanding BFSI portfolio spans leading public and private sector banks, NBFCs, fintech players, and cooperative financial institutions.PR Professionals continues to strengthen its pan-India leadership as part of its strategic expansion roadmap. Over the past year, the firm has onboarded senior industry professionals across key markets, including Delhi NCR, Mumbai, Lucknow, Patna, and Vijayawada, significantly enhancing its capabilities across public relations, digital communications, and video production. In 2025 alone, PR Professionals added nearly 60 professionals nationwide, taking their total team strength to 250. During the year, the firm also partnered with 75 new brands across sectors.

Verbinden Communication, a B2B digital marketing and IT services company has announced a strategic partnership with OptimizeGEO.ai, to help brands adapt to the rapid shift towards AI-led search and discovery, as large language models (LLMs) and AI assistants increasingly influence how buyers discover and evaluate companies.Industry estimates indicate that over 40 percent of search-led discovery is expected to move to AI-driven interfaces over the next two years, fundamentally altering traditional traffic-based marketing models. Unlike conventional search engines, AI platforms typically surface only a small set of recommendations, making visibility, authority, and contextual accuracy critical for brands.As part of the partnership, Verbinden will integrate OptimizeGEO into its Verbinden 2.0 initiative, which focuses on AI-powered services and products. The initiative also includes Verbinden’s proprietary AI product, Zoana, aimed at helping organisations operate and market effectively in AI-first environments.“AI discovery is no longer about ranking for keywords; it is about whether your brand is seen, trusted and recommended,” said Kirthiga Reddy and Saurabh Doshi, Co-Founders of OptimizeGEO.ai. “As AI becomes the first point of interaction for many users, brands need to actively shape how they are represented in AI-generated answers. Partnering with Verbinden allows us to combine a strong GEO platform with strategic execution, helping companies stay relevant in this discovery paradigm.”The partnership recently moved into execution, with Cogniquest AI Technologies onboarding as the first joint customer. The company will use OptimizeGEO’s platform and Verbinden’s implementation expertise to strengthen its AI discovery presence as it scales its enterprise offerings.“As an AI-first company, we see AI-led discovery as both a risk and an opportunity,” said Girish KN, Chief Business Officer at Cogniquest AI Technologies. “AI systems increasingly act as intermediaries between brands and decision-makers. Working with Verbinden and OptimizeGEO helps ensure that our brand is accurately represented and discoverable in these environments.”According to market observers, enterprises are beginning to reallocate portions of their digital marketing budgets towards AI discovery optimization as zero-click and AI-assisted journeys reduce the effectiveness of traditional performance metrics.“Verbinden 2.0 is about helping our clients prepare for structural shifts, not incremental changes,” said Vinay Kumar, CEO of Verbinden Communication. “As AI becomes a dominant layer of discovery, brands need clarity on how they show up, how they are understood, and how trust is built. Our partnership with OptimizeGEO allows us to address this challenge in a structured and future-ready manner,” adds Vinay.

GP Advisory, a new strategic communications and reputation management firm, announced its official launch today. Following over 17 years of experience with leading agencies including Edelman, Redhill, Adfactors PR, and Avian WE, Prabhu has established GP Advisory to deliver high-level strategic counsel to brands, moving beyond the traditional execution-only model.GP Advisory enters the market with a specific philosophy: reputation is not just managed—it is engineered. The firm aims to bridge the gap between corporate vision and public perception by combining big-agency expertise with the agility of a specialist consultancy.“After shaping stories for some of India’s most prominent enterprises, I am writing a new chapter to help brands find clarity amidst the noise,” said Gaurav Prabhu, Founder & Principal Consultant. “We are building GP Advisory on the belief that modern businesses need more than just visibility; they need clarity. Our approach is to serve as strategic partners who engineer narratives that drive real business impact.”Service Suite & Sector Expertise - GP Advisory goes live with a full-service toolkit designed for every stage of the company lifecycle. The firm’s capabilities include Strategic Communications, Crisis Management, Brand & Product Launches, Media Outreach, and Internal Communications. Additionally, the firm offers specialized services in Brand Building, Content Development, Digital Communications, and Social Media Management.

ON PURPOSE, a creative consultancy with a mission to use communications for social change, has been appointed as the communications partner for the India Mental Health Alliance (IMHA), a not-for-profit organisation founded by Vasvi and Ashish Bharat Ram in collaboration with Children First and AMAHA Through this partnership, ON PURPOSE will lead IMHA’s media relations and strategic communications, supporting its vision to reimagine and transform mental health discourse and practice in India. The agency will focus on amplifying IMHA’s initiatives, building visibility around its convenings and events, and positioning it as a leading voice driving collaboration, accessibility, and equity in mental health care.“We’re proud to partner with IMHA at this formative stage in their journey to create a more equitable and capable mental health ecosystem in India. At ON PURPOSE, we believe that changing the conversation is the first step to driving systemic change, and IMHA’s commitment to collaboration and capacity-building makes this a deeply meaningful association for us” said Girish Balachandran, Founder & Managing Director at ON PURPOSE.Karan Malik, Executive Director, Kai India Mental Health Forum IMHA said, “At IMHA, we think that mental health care has to be inclusive, reflective, and sensitive to the various realities of India. By collaborating with ON PURPOSE, we will be able to broaden this discussion, make sure that our collaborations and programs reach more people, and encourage collective action for improved mental health.”Founded in 2023, IMHA has built an Alliance of over 250 members, including mental health organisations, cross-sectoral organisations, collectives of lived experience experts, funders, and academic and research organisations. It also works with mental health professionals, community leaders, and people with lived experience. Its initiatives focus on capacity building, collaborative learning, and cross-sectoral partnerships to strengthen India’s mental health ecosystem. As conversations around mental health gain ground in India, it remains one of the most urgent yet sensitive areas of public health. With growing recognition of its importance, there is a stronger call for empathy, awareness, and systemic support to make mental health care accessible and inclusive for all.

The sports industry in India has matured, and rights holders, leagues, and franchises now face a critical new challenge: moving beyond on-field action to build sustainable, high-value brands. Sportz Interactive (SI), with 23 years of experience and a portfolio of 150+ sports clients, including marquee partners such as BCCI, IPL, WPL, PKL, and 7 out of 10 IPL teams, and WordsWork, with 18 years of experience working with 100+ sports organisations, are launching a strategic alliance to help sports organisations unlock their full potential through a powerful integration of technology, content, and communications.In an era where fan engagement drives commercial success, a fragmented approach to digital presence and public relations is no longer sufficient. This partnership bridges that gap, offering a first-of-its-kind solution in India that fuses SI’s data-driven technology & content capabilities with WordsWork’s expertise in narrative building and media relations.For potential partners and clients, this alliance offers a clear competitive advantage: a unified engine to build their brand identity. By aligning digital innovation with storytelling, the collaboration ensures that every touchpoint, from a mobile app interaction to a press headline, works together to deepen fan loyalty and expand global reach.Speaking on the development, Chintan Shah - Senior Vice President at Sportz Interactive said, "Sports organizations today aren't just looking for vendors; they need partners who understand how to build a legacy. By combining our tech and content engines with WordsWork's communication expertise, we are offering a unique toolkit for brand building. This alliance is about giving our clients the cohesive strategy they need to truly engage fans and monetize their digital assets effectively."Neha Mathur Rastogi, Founder of WordsWork further added, “Today’s sports clients need integrated solutions. That is when we see real impact. We have enjoyed working with Sportz Interactive over the years and share the same ethos and passion for the industry. I am excited to partner with them now to build new avenues for better fan engagement and communications.”The collaboration creates a one-stop powerhouse for sports entities looking to scale. Whether it is launching a new league, revitalizing a team’s image, or driving digital subscriptions, the SI-WordsWork collective provides the expertise to execute complex mandates with precision and impact.

Veteran media professional James Varghese has announced the launch of OTS Communications (I) Pvt Ltd, a full-service media agency delivering integrated solutions across Out-of-Home (OOH), BTL activations, retail signages, and ATL media.With over 33 years of experience in the media and advertising industry, Varghese brings deep expertise in media strategy, planning, and execution. He was associated with OAP for 19 years, where he played a pivotal role in driving strategic media initiatives and building long-standing client relationships across categories.Commenting on the launch, James Varghese, Founder & CEO, OTS Communications, said, “Over the years, I have had the opportunity to lead campaigns across platforms and categories. These experiences reinforced my belief that effective media outcomes come from strategic clarity, execution rigour, and ownership. OTS Communications is an extension of that belief—hands-on, focused, and deeply involved in delivering tangible value for clients.”Sharing his perspective, Abhijit Sengupta, CEO & Director, OAP Mediatech, said, “James Varghese has been an integral part of OAP’s journey for nearly two decades, and his leadership, integrity, and people-first approach have left a lasting imprint on the organisation. As he embarks on the next chapter of his professional journey, I wish him success in building something of his own and pursuing his entrepreneurial vision. I am confident that the values he has always stood for honesty, humility, and commitment will continue to guide him forward.”His transition marks the culmination of a significant professional chapter, shaped by decades of industry experience, relationships, and trust built over more than three decades—particularly during his time at OAP forming a strong foundation as he embarks on this new entrepreneurial journey.OTS Communications is founded on the principle that effective media delivery is achieved through a balance of sharp strategy, disciplined execution, and accountability. Built as an agile and focused organisation, the agency is designed to work closely with clients at every stage of the campaign lifecycle, ensuring measurable and outcome-driven media solutions.Positioned as a responsive and involved media partner, OTS Communications (I) Pvt Ltd aims to deliver integrated, performance-led media solutions while maintaining close senior-level involvement across all mandates, offering clients strategic clarity, execution discipline, and accountability across media platforms.

Authored by: Manvika Sagar, is a PR and Corporate Communications SpecialistThe practice of public relations is undergoing a seismic shift. The traditional campaign model, defined by rigid timelines, one-time messages and fixed media placements, is no longer enough in a world where narratives evolve by the minute, audiences shape conversations, and digital ecosystems amplify context in real time. In 2026, PR won’t stop campaigns; it will manage living narratives, stories that breathe, adapt and grow. At the heart of this transformation is artificial intelligence (AI).For years, campaigns were synonymous with launch, peak and fade. Today, narratives don’t wait for launch dates. They are co-created across platforms, stakeholder groups and real-time conversations. In this dynamic landscape, brands don’t just communicate to audiences, they participate with them. PR in 2026 will be less about controlling a timely message and more about shaping ongoing narratives that endure beyond discrete campaigns.Living Narratives: A New Mental ModelThe concept of a “campaign” implies a start and an end, a carefully curated message and measurable snapshots of sentiment. However, narratives in 2026 will exist beyond rigid boundaries, shaped by customer feedback, social communities, algorithmic prioritization and real-world events. What brands say today can be reinterpreted tomorrow, and what once mattered may shift with changing cultural currents.This reality demands that PR become adaptive, continuously sensing, interpreting and influencing narrative flows rather than launching standalone messages.AI Is the Nervous System Behind Narrative ManagementAI won’t replace PR professionals, but it will redefine how PR work is done. The real power of AI lies not in mechanizing tasks, but in interpreting signals at scale so communicators can respond with agility and insight. Already, a majority of PR professionals use AI tools in their workflows, and this adoption continues to grow as AI becomes integral to strategic communications.AI transforms narrative management in three pivotal ways:1. Early detection of narrative shifts AI platforms can monitor millions of data points, including news outlets, blogs, social media, forums, search trends and consumer reviews, to detect narrative drift before it reaches mainstream awareness. This enables PR teams to guide narratives early rather than react after crises erupt.2. Mapping narrative interpretations by audience Brands today speak to multiple audiences simultaneously, such as customers, investors, regulators, employees and media. Each group interprets messages differently. AI helps identify how narratives are understood across these segments, allowing PR teams to align intent with perception without losing nuance.3. Scenario modelling and informed decision-making AI’s predictive capabilities allow PR professionals to model potential outcomes of communication choices. Whether deciding when to comment or anticipating how a statement may be received globally, AI provides foresight, not just insights.Campaigns Evolve, But Don’t DisappearWhile the term “campaign” won’t vanish, its role will change. Campaigns will become episodes within broader narrative arcs. Success will no longer be measured by press volume or short-term engagement spikes, but by narrative longevity, coherence and resonance over time. PR metrics will expand beyond impressions and sentiment snapshots to include sustained narrative influence, stakeholder alignment and trust, areas where AI-driven analysis plays a critical role.Creativity and Strategy Still Belong to HumansDespite AI’s capabilities, it does not replace human judgment. AI can assist with data analysis, pattern recognition and even draft creation, but context, empathy, ethical reasoning and storytelling remain human responsibilities. As AI becomes embedded in PR workflows, professionals must be even more intentional about narrative decisions, ensuring technology serves strategy rather than dictating it.The future of PR lies in collaboration between humans and machines. AI streamlines labor-intensive tasks such as media monitoring, sentiment tracking, audience segmentation and insight generation, freeing communicators to focus on strategic thinking, relationships and ethical storytelling.The Ethical Compass Matters More Than EverWith AI’s expanded role comes responsibility. Avoiding over-automation, preserving authenticity and ensuring narratives are grounded in truth and empathy will be essential. Ethical oversight must remain central as PR professionals steward living narratives, a task that requires judgment, cultural sensitivity and deep audience understanding.Why PR in 2026 Won’t Ruin CampaignsAI is not the threat some fear. It is the engine that allows PR to scale narrative management in a fragmented, fast-moving attention economy. Rather than undermining campaigns, AI enhances their impact by enabling communicators to be responsive instead of reactive, and predictive instead of retrospective.Campaigns will continue, but they will no longer be static events. They will function as integrated episodes within an ongoing story that evolves with audience interaction, societal shifts and real-time feedback. PR professionals will serve as narrative custodians, interpreting data, shaping meaning and ensuring stories remain credible, relevant and aligned with organisational values.Manvika Sagar is a PR and Corporate Communications Specialist passionate about harnessing technology to elevate storytelling and strategic narrative management.DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

Authored by: Stuti Singh, Senior Account Director, Adfactors PR.Did you hear the recent number by Taylor Swift, yeah, the one people are making reels tapping – “I swore my loyalty to me, myself and I right before you lit my sky up.”  Trying to put some context, the “fate of Ophelia” refers to Ophelia’s tragic end in the play Hamlet by William Shakespeare. Ophelia’s fate is death by drowning. She falls into a river after her father Polonius is killed by Hamlet. The play leaves it deliberately ambiguous whether her death is an accident, or a suicide brought on by grief and mental breakdown. This ambiguity was important—it reflects how little agency Ophelia is allowed, even in death. The cultural script inherited by women rarely ask them to choose themselves. Instead, it celebrates endurance—of silence, of absence, of imbalance. Much of modern womanhood is shaped by the stories we grow up with, and stories matter because they shape what we imagine possible. For generations, we were offered tales that celebrated waiting, endurance, and rescue, teaching that worth is proven through patience rather than choice. Moving from Cinderella narratives to Wonder Woman is not about rejecting softness or love, but about reframing agency—showing that strength, self-belief, and action can come from within long before anyone else arrives.When it comes to leadership and positions of power, this shift is not philosophical, but operational. Women leaders are moving toward leadership grounded in judgment, clarity, and self-alignment. Indra Nooyi, Former Chairman and CEO, PepsiCo once observed, “When you assume positions of power, people look to you not just for results, but for signals of what is possible.” The movement away from Ophelia’s fate reflects how women in influence are reshaping leadership itself—contributing without overextension, leading without disappearance, and redefining what modern leadership now requires.DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

Kaizzen, a leading communications consultancy, today announced the launch of service vertical Kaizzen AI Collective. This adds to the existing portfolio of public relations, crisis communication, digital and social services, production and creative studio, Kaizzen Insights and Public Affairs. These services will be offered to clients across all geographical boundaries, leveraging Kaizzen’s presence in India, UAE, and other global markets. With AI shaping narratives and fundamentally redefining how stories are created, shared, amplified, and influenced across the communications ecosystem, the role of intelligence-led, data-backed decision making has become central to modern communications strategies. “When approximately 1.8 billion people globally are using AI, with second largest numbers being from India after China, AI is no longer an option; it is a strategic imperative.” said Vineet Handa, Founder & CEO, Kaizzen. “With Kaizzen AI Collective, our intent is twofold. To help our esteemed partners make smarter, faster, more effective and measurable campaigns, as well as to prepare our people to lead in a future where technology and human judgment work in tandem.” Kaizzen aims to play a leading role in the AI-led transformation of the Indian communications industry with this new vertical. It is a comprehensive depth and breadth of services that makes this suite of offerings different from the services that already exists in industry. Kaizzen AI Collective is a significant step in Kaizzen’s growth journey, reinforcing its commitment to staying ahead of industry transformation while equipping both its clients and their workforce for the future. The launch also reflects Kaizzen’s focus on future-proofing its talent, ensuring teams are trained in leveraging AI as a strategic enabler rather than a replacement. Nikhil Pavithran, COO, Kaizzen commenting on the launch of the new vertical added, “Kaizzen AI Collective is not about chasing trends, but about building long-term capability, credibility, and competitive advantage for the ecosystem we operate in. We are committed to creating a future where AI adoption is responsible and ethical whereas the impact and results are measurable.” With the launch of the new vertical, Kaizzen reaffirms its position as a forward-looking communications partner equipped to address the evolving needs of businesses and institutions.

Publieze Media, a strategic public relations and communications firm, has announced a strategic communication partnership with Girikon, a global IT consulting and digital transformation company, to strengthen Girikon’s brand narrative and enhance its visibility across key business and technology platforms.Through this partnership, Publieze Media will work closely with Girikon to develop and execute a focused communication strategy aimed at reinforcing the company’s positioning, amplifying leadership perspectives, and building consistent engagement with relevant media stakeholders. The collaboration is designed to support Girikon’s long-term growth objectives by ensuring a cohesive and impactful brand presence in competitive global markets.Headquartered in the United States with a strong operational presence across India, the UK, and Australia, Girikon is known for delivering end-to-end IT consulting and digital transformation solutions, particularly within the Salesforce and enterprise technology ecosystem. As the company continues to scale its offerings and expand its market footprint, strategic communication will play a critical role in articulating its expertise, innovation, and business vision.Commenting on the partnership, Akshit Bhardwaj, CEO, Publieze Media, said, “Girikon has established itself as a trusted global technology consulting partner with a strong focus on delivering value-driven digital solutions. Through this strategic communication partnership, our objective is to shape a clear and compelling brand narrative that highlights Girikon’s leadership, expertise, and growth journey, while driving sustained and meaningful media visibility.”Alok Anibha, Co-Founder & Salesforce Practice Head, Girikon, added,“As Girikon continues to expand its global footprint and strengthen its Salesforce and digital transformation capabilities, communicating our story with clarity and consistency becomes increasingly important. Partnering with Publieze Media will help us articulate our vision, showcase our expertise, and engage more effectively with key stakeholders across markets.”The partnership will focus on a comprehensive communication roadmap encompassing media relations, thought leadership initiatives, leadership profiling, brand storytelling, and strategic announcements, aimed at reinforcing Girikon’s positioning as a credible and forward-looking global technology consulting firm.

Amit Arora has announced the launch of his new venture, Brand Value Dynamic Communications (BrandVD Communications), an integrated brand communications agency built on the principle that authenticity fosters trust, and trust builds brand value.The agency is designed to partner with brands and leaders to create credibility, influence, and relevance across a comprehensive communications ecosystem. Its offerings span strategic brand communications and PR programs, marketing and advertising campaigns, leadership communications, influencer and creator marketing, social media solutions, content creation, digital storytelling, films, corporate videos, as well as book writing, publishing, and promotional support.With decades of experience at the CXO level across marketing, public relations, digital, and corporate communications, Amit Arora brings deep expertise to the venture. BrandVD aims to help brands communicate with clarity, credibility, and measurable impact.Arora expressed gratitude to mentors, colleagues, and early clients who partnered with the agency from its inception, highlighting the importance of collaboration and trust in building lasting brand value.BrandVD Communications enters the market as a purpose-driven agency, seeking to help organizations and leaders craft authentic narratives and meaningful connections with their audiences.

Meredith Maines, Chief Communications Officer of Archewell Philanthropies for Prince Harry and Meghan Markle, has resigned from her role. The development was confirmed on Friday.Maines stepped down before Christmas and is expected to remain with the organisation until the New Year to support a transition process. With her departure, she becomes the 11th communications professional to exit the Sussexes’ team over the past five years.She joined Archewell in January 2025. Her resignation followed recent public attention around Prince Harry and Meghan Markle’s appearance at a high-profile private celebration in November. Images from the event that included the couple were later removed from social media.Around the same time, Archewell also concluded its professional engagement with its US-based public relations agency, which had been working with the organisation for several months. Archewell confirmed that both the Chief Communications Officer and the external agency had completed their assignments.Going forward, a new agency has been appointed to manage the couple’s US press operations. The organisation is not expected to appoint another Chief Communications Officer. Communications will instead be handled by an existing senior communications lead overseeing the UK and Europe.The development adds to a series of staffing changes within the Sussexes’ communications team over recent years.

Aark Marketing, a reputed boutique integrated marketing and communications agency, continues to strengthen its position within the UAE’s competitive brand landscape through culturally attuned, insight-led campaigns. Marking a milestone year in its growth journey, the agency’s 2025 performance reflects strategic clarity and creative precision, translating brand narratives into measurable impact across sectors. Beyond F&B and hospitality, Aark serves diverse industries including retail, manufacturing, and construction, offering end-to-end expertise across media planning, social and digital campaigns, and influencer marketing to deliver ROI-driven outcomes. Founded in 2020, Aark has led several high-impact campaigns for reputed F&B brands, including Kashkan, which generated 2.4 million views and 20,000+ followers in three months. Its hospitality portfolio includes Pincode by Chef Kunal Kapur, Silk Lantern, Lavang, Aminia, and The Permit Room, while work with Emirates Airlines – Dnata and Dubai Islamic Bank demonstrates its capability beyond F&B.Under visionary leadership, Aark celebrates its fifth anniversary in 2025, marked by key achievements including Pincode winning the Time Out Restaurant Awards 2025 and Lavang being named Filmfare Middle East Favourite Debutant Restaurant 2025; demonstrating the agency’s ability to align strategic brand positioning with meaningful audience engagement. The agency earned multiple industry honours this year: the Middle East National Business Awards for A Marketing & PR Recipe for Success, and accolades from the Global Business & Finance Magazine Awards: Best Integrated Marketing Agency UAE, Best PR & Media Agency of the Year UAE, and Excellence in Brand Communications UAE. Inclusion in the Caterer Middle East F&B Power PR List further reinforced its regional credibility.Emphasizing on Aark’s client-first approach, Kkusum Rawat, Founder and Marketing Director at Aark Marketing, said, “Today, brands are looking beyond traditional marketing for partners who truly understand their objectives and the regional nuances that shape consumer behaviour. Our focus has always been on delivering customized solutions that build visibility through relevance, not volume. With a clear emphasis on Return on Investment, we leverage innovation and technology to create impactful campaigns that connect meaningfully with audiences and deliver measurable outcomes. The consistency we achieved in 2025, across thinking, execution, and results, reflects the strength of our team and the trust our clients place in us to build lasting brand impact.”From a performance standpoint, Aark Marketing delivered sustained digital growth across its portfolio, achieving over 5 million in reach and 3 million video views. Multiple F&B brands recorded 20 to 40% month-on-month engagement growth, while festive campaigns drove 2x to 4x visibility spikes, improved cost efficiencies, and increased footfall, online orders, and inquiries.Across influencer and communications channels, Aark Marketing strengthened brand recall and authority. A flagship Al Nabooda campaign generated over 1 million video views, while strategic PR efforts secured 500+ media articles across top-tier regional publications, driving consistent editorial visibility, stronger brand credibility, and increased inbound discovery across AI-powered search platforms.Revolutionizing the ever-growing digital marketing sector, Aark Marketing stays committed to providing creative campaigns and excel in client delivery. The key achievements collectively signal a year defined by credibility, collaboration, and carefully measured growth, positioning the agency firmly within the region’s evolving marketing and communications landscape.