Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry. In today?ÇÖs complex and fast-moving communication landscape, the role of corporate communicators continues to expand?Çöbridging leadership intent, stakeholder trust, and brand reputation. Vidya Mohan, Chief - Corporate Communications and Head of the Innovation Centres at KPMG in India, brings over two decades of experience navigating this evolving space. Her work reflects a thoughtful approach that blends strategy with empathy?Çöwhether it?ÇÖs aligning internal messaging during change, engaging with emerging technologies like generative AI, or strengthening reputation in a highly regulated industry. Mohan?ÇÖs perspective is shaped by real-world challenges, grounded leadership, and a clear understanding of what it takes to build credibility over time. In this PR Conversation with Adgully, Vidya Mohan shares her insights on the shifting expectations from communication leaders, her principles for navigating crisis and change, and why purpose and authenticity remain central to impactful storytelling. You?ÇÖve had a rich career across diverse communication roles. What personal values or leadership principles that have consistently guided you through these transitions? Empathy, integrity, and curiosity have been my compass. In communications, what you say matters?Çöbut how you make people feel matters more. My guiding principles have been authenticity and empathy because people connect with trustworthiness and consistency, not just polish. And I believe in staying curious?Çöthis is what keeps you evolving with the changing landscape. In a highly regulated and reputation-sensitive industry like professional services, what are the core pillars of a robust PR strategy that truly builds and protects brand trust? Clarity, credibility, consistency, and compliance. In our sector, the margin for error is narrow. Every piece of communication must be backed by facts, aligned with firm values, and tailored to stakeholder expectations. You don?ÇÖt just build reputation?Çöyou earn it over time, especially during challenging moments. How has KPMG India?ÇÖs communication approach evolved in recent years to meet rising expectations around transparency, ESG commitments, and purpose-driven narratives? Today?ÇÖs stakeholders expect more than messages?Çöthey expect meaning. Our communications are deeply interwoven with our ESG agenda and core values. Whether it?ÇÖs our innovation efforts in sustainability, or our people-first stories, our focus is on transformational storytelling and not transactional?Çöamplifying impact, not just activity. With over two decades in corporate communications, how do you approach crisis management today?Çöespecially in a world where reputational risks can escalate within minutes? Speed is critical, but so is substance. I believe in scenario planning and psychological readiness?Çönot just media responses. Our approach is proactive listening, quick cross-functional alignment, and a calm, human-centred response. Could you share a specific instance of a communications challenge or crisis you navigated?Çöand how it shaped your approach to proactive reputation management? One example was during a regulatory change that affected the broader industry. The external noise was high, and speculation rampant. We chose not to react impulsively. Instead, we took a moment to engage internally, align facts, and lead with a grounded response. That experience reinforced for me that silence is not weakness?Çöit?ÇÖs strategy when used with intent and timing. AI is transforming the media and communication landscape. How do you see generative AI tools impacting PR strategy, media monitoring, and stakeholder engagement? We?ÇÖre at the intersection of experimentation and caution. GenAI offers great promise?Çöfrom rapid content generation and translation to predictive media analysis. But it also demands a sharp human lens to ensure tone, context, and judgment. At KPMG, we?ÇÖre piloting tools in safe environments?Çöbalancing innovation with responsibility. What?ÇÖs your framework for aligning external and internal communications?Çöespecially during moments of change, crisis, or regulatory shifts? We mostly try to align leadership messaging, frontline understanding, and public articulation?Çöall anchored to our core values. Internal buy-in precedes external outreach. Communication doesn?ÇÖt start at the press release or press statement; it starts with listening to your people and listening to the unsaid. As a communications leader, how do you balance authenticity, discretion, and speed in high-pressure situations while preserving the integrity of your brand?ÇÖs voice? By trusting the process and knowing when to pause. In pressure situations, there?ÇÖs often a rush to ?Ç£say something.?Ç¥ But the real value is in ?Ç£saying the right thing.?Ç¥ Authenticity doesn?ÇÖt mean full disclosure?Çöit means honest, respectful engagement. We work closely with our risk and legal teams along with leadership to ensure our voice remains principled yet human. ???Finally, if you had to sum up the essence of great communication in one sentence, what would it be? Effective and Impactful communication doesn?ÇÖt just inform?Çöit transforms people?ÇÖs perception through trust, empathy, clarity and consistency.
