Swiggy has strengthened its communications team with the appointment of Akshita Agrawal as part of its PR & Communications team for the food business vertical, encompassing Marketplace, Dineout, SNACC, and Bolt. She will work closely with Akanksha Jain to lead strategic storytelling and brand reputation efforts across these segments.With over 13 years of experience in B2C communications, reputation management, and thought leadership, Akshita brings a rich blend of in-house and agency expertise. Prior to Swiggy, she spearheaded PR and communications at Magicbricks for nearly four years. Her earlier roles at The PRactice and Adfactors PR saw her handle mandates across data-led narratives, consumer engagement, and social impact.Announcing the move on LinkedIn, Akshita shared, ?Ç£It?ÇÖs time to chase my interests in technology, food, sustainability, and everything in between.?Ç¥Her appointment underscores Swiggy?ÇÖs continued focus on building a strong and future-forward brand in the dynamic food and dining ecosystem.

In an era where a social media post can spiral into a PR nightmare, crisis communication has become a core brand function?Çönot a contingency plan. At the 5th edition of IMAGEXX Summit & Awards 2025 in Delhi, hosted by Adgully and The PR Post, industry leaders gathered for a compelling panel discussion on ?Ç£Crisis Communication in the Digital Era: Strategies for Protecting Reputation in a Changing Media Scene?Ç¥, moderated by strategic communications expert Anup Sharma. Representing sectors as varied as food tech, fintech, insurance, mobility, gaming, and travel, the speakers brought hard-won lessons and real-time crisis experiences to the table. Together, they painted a clear picture: Reputation today isn?ÇÖt built in campaigns?Çöit?ÇÖs tested in crises. The esteemed panelists included: Akanksha Jain, AVP-PR and Communications, SwiggyAmrit Anand, Head - Corporate Communications, ZupeeManika Mittal, Group Head - Communication and Public Relations, Balancehero IndiaNikhil Bharadwaj, Vice President & Head ?Çô Corporate Communications, Bajaj Allianz General InsuranceRuna Ahlawat, Head Communications, JSW MG Motor IndiaCommencing the discussion, Anup Sharma framed the conversation with a powerful insight: ?Ç£You don?ÇÖt prepare for crisis?Çöyou live it. In today?ÇÖs digital-first world, crisis isn?ÇÖt an ?Çÿif,?ÇÖ it?ÇÖs a ?Çÿwhen?ÇÖ.?Ç¥ He called for a shift in mindset?Çöfrom reactive damage control to proactive preparedness. MG Motor India: Purpose Over PRRuna Ahlawat, Head of Communications at JSW MG Motor India, spoke about the challenges of managing brand perception during the early days of the COVID-19 pandemic, especially being a brand with Chinese roots. ?Ç£Instead of reacting to noise, we led with empathy. Within 24 hours, we launched ?ÇÿSEVA?ÇÖ?Çödelivering oxygen concentrators and essential supplies to communities in need.?Ç¥ MG?ÇÖs value-driven approach proved that authentic action speaks louder than defensive statements. Zupee: Redefining Perception Through PreparednessOnline gaming often walks a tightrope with public opinion. Amrit Anand, Head of Corporate Communications at Zupee, shared how their team built a crisis framework grounded in education and foresight. ?Ç£Our biggest learning? You can have all the right policies in place, but if you?ÇÖre not communicating your intent, perception becomes the crisis.?Ç¥ Zupee developed stakeholder-specific playbooks, built media relationships, and focused on long-term reputation over short-term reaction. Balancehero India: Transparency in FintechIn the fast-evolving fintech space, Manika Mittal, Group Head of Communications & PR at Balancehero India, emphasized the need for transparent communication?Çöespecially during regulatory or technical disruptions. ?Ç£People don?ÇÖt expect perfection. They expect honesty. Even a delayed response can feel like betrayal in a space as sensitive as money.?Ç¥ Balancehero?ÇÖs three-tier strategy?Çöawareness, influence, and impact?Çöplaces trust at its core. Bajaj Allianz: Owning the NarrativeInsurance is often viewed through a lens of scepticism. Nikhil Bharadwaj, VP & Head of Corporate Communications at Bajaj Allianz General Insurance, spoke about reshaping that narrative with radical honesty. ?Ç£We don?ÇÖt run from criticism. We respond, explain, and educate. That?ÇÖs how trust is rebuilt?Çöone clarified claim at a time.?Ç¥ His advice: silence is not a strategy. Clarity and consistency are. Swiggy: Putting People FirstAkanksha Jain, AVP - PR and Communications at Swiggy, reminded the audience that food is personal. ?Ç£One missed delivery can ruin a special occasion,?Ç¥ she said. ?Ç£It?ÇÖs not just about refunds?Çöit?ÇÖs about being human in how we respond.?Ç¥ She also highlighted initiatives like Swiggy Wiggy, which showcases the stories of delivery partners, adding heart to brand narrative even in difficult moments. 

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.In an exclusive conversation with Adgully, Akanksha Jain, Assistant Vice President ?Çô PR and Communications, Swiggy, discusses her transition to the foodtech industry, key PR strategies, and the evolving role of communications in a content-saturated digital space. She shares insights on maintaining brand consistency, crisis communication, integrating CSR into Swiggy?ÇÖs PR efforts, leveraging data analytics to drive impactful campaigns, and more.You have recently joined Swiggy as Assistant Vice President ?Çô PR and Communications. How has the transition been so far, and what excites you the most about working with a leading player in the food delivery space?Foodtech is a fast-paced and highly evolving space and it has been an exciting journey in the last 3+ months. Swiggy has a team of very talented and dynamic professionals and the scope of PR and Communications is immense. The agile work culture and razor-sharp focus on the brand purpose is what is exciting and I look forward to building positive and impactful narratives for the brand.Swiggy has evolved into a household name in India. What are the key strategies that you?ÇÖre focusing on to enhance Swiggy?ÇÖs PR and communications efforts, and how do you ensure they align with the brand?ÇÖs mission?I am focusing on building an integrated communications strategy ?Çô one that leverages paid, owned, earned and digital media to communicate the stories across all kinds of stakeholders, including restaurant partners, consumers, delivery partners and investors. Today, reputation building needs a 360 degree approach ?Çô one that leverages various channels, and communicates/ connects with various audiences across a wide range of touch points. My objective is to build an impactful reputation management strategy so as to build Swiggy as one of the most trusted new-age brands in the country ?Çô one that is committed to make a positive impact.Today, the communications strategy is not complete without having a digital leg to it. With the digital space flooded with content, how can a communications professional ensure your brand message stands out, maintains consistency, and keeps audiences engaged across platforms?We are living in a digitally connected world where brands are fighting to get the attention of the customers, who are mostly overloaded with information across channels. For brands, having a distinct messaging that is consistent across channels is key to building a cohesive narrative and ensuring a higher brand recall. Here are some recommendations on how a communications pro can cut through the noise and keep their brand message shining:Know Your Audience Inside and Out: It is important to have an in-depth understanding of your audience- which platforms they prefer, what content works for them, what are their challenges etc. Also, brands should invest in active listening - monitor social media tools, read reviews and engage in conversations to better understand the customers?ÇÖ sentiment.Content is King, But Context is Queen: Tailor content for a specific platform. Understand the nuances of each platform and create content that resonates with its users. Leverage various formats of content- videos, images, infographics, stories etc to keep the audience engaged. Also, it is important to create valuable, consumable and informative content that resonates with the audience.Consistency is Key: Ensure your messaging is aligned to the brand tone and overall brand vision and purpose. In order to build trust and brand credibility, consistency in messaging is essential.Engage: The era of one-way communication is over. Today, brands need to be interactive and open to feedback from consumers. They are expected to be responsive and solve any issues that customers highlight quickly. Also, they should participate in conversations to build better relationships with the audience. It is also important to keep track of the engagement metrics to better understand what is working and what is not, and revisit the approach accordingly.The PR industry often requires quick action, especially in crisis situations. How do you handle crisis communication, and what?ÇÖs your approach to ensuring a brand maintains trust and transparency during challenging times?Crisis communication is a critical aspect of any communications strategy, and it requires a delicate balance of speed, accuracy, and empathy. Here?ÇÖs how I approach crisis communication to help brands maintain trust and transparency during challenging times:Preparation is Key: It is important to be prepared for a crisis before it hits you. A crisis communication plan with key stakeholders, channels and processes to be followed needs to be defined well in advance. Also, it is recommended to identify potential risks for a brand and develop strategies to mitigate the same. Also, it is good to establish strong relationships with media outlets, influencers, and other stakeholders who can help the brand communicate effectively during a crisis.Act Quickly and Decisively: In times of crisis, time is critical. In case of a crisis, the Communications team should gather all the facts and information before deciding on the communication approach and messaging.Be transparent: We live in the times of social media and it is advisable that brands do not hide or ignore a crisis. In case of a mistake, brands should acknowledge the same promptly, express empathy and also talk about the corrective measures being put into place to ensure that it does not happen again. If your brand is at fault, take responsibility and apologize sincerely. Avoid making excuses or blaming others.Leverage stakeholders and brand handles to control the narrative: Communication teams should focus on controlling the narrative. An identified spokesperson can be used to speak to the media and reinforce the brand message. Also, brand channels like the website and social media should be leveraged to share the message with a larger set.Before Swiggy, you?ÇÖve worked in PR roles across several sectors, including at BharatPe, VLCC, and MobiKwik. How have your experiences at these companies shaped your approach to PR and corporate communications strategy?I have worked across a wide range of sectors during my professional journey of 18+ years. These include technology, e-commerce, SMEs, retail and manufacturing, and fintech. Having worked in different industries gives me insights into the unique perspectives, needs, and motivations of various kinds of audiences. This also enables me to tailor the communication strategies and messages to resonate with specific groups and in turn, drive impactful campaigns.It has been more than a decade that I have worked with new-age companies and I have a great rapport with senior journalists, influencers and other Key Opinion Leaders across diverse backgrounds.Additionally, diverse experience has enabled me to see the bigger picture and understand how different industries and trends interconnect. This knowledge, in turn, helps me develop more strategic and holistic Reputation campaigns.My extensive exposure to various forms of challenging situations and crises has helped me keep a cool head in any situation. I have a problem solving approach to challenges and crises which works well.Also, having held various portfolios beyond PR and Communications and working with the best of leaders in the industry, I have an in-depth understanding of new-age tools of reputation building and management as well as driving thought leadership for brands.In your previous roles, you handled CSR initiatives as well. How do you integrate CSR into Swiggy?ÇÖs PR strategy, and what role do you believe CSR plays in enhancing the brand?ÇÖs public image?I used to lead the CSR mandate at BharatPe and a couple of other organizations in the past. CSR is an important element in the overall PR strategy as the customers today prefer brands who have a clear purpose and are committed to making social impact.In my view, CSR dovetails well with the overall reputation building for a brand. It is a great medium to reinforce the brand purpose and showcase how the brand is committed to empowering lives/ doing good to the society and not only there to sell its products.In my previous stints, I had spearheaded and forged partnerships with government bodies/ initiatives that synced well with the overall brand purpose. This helped us further build on the brand purpose and position the brand as a trusted name in the industry ?Çô one that is committed to making a positive impact to the society at large.Also, one can leverage various forms of content as well as brands?ÇÖ social channels to showcase real-life stories of how the brands?ÇÖ CSR initiatives are making an impact on the ground. This can go a long way in enhancing the brands?ÇÖ public image.Data has become integral in shaping marketing and PR strategies. How do you leverage data analytics to enhance decision-making in PR campaigns, and what key metrics do you consider most important in measuring success?Data is key to devise PR strategies in today?ÇÖs times. There are numerous ways in which we can leverage data analytics to enhance decision making in PR campaigns. These include:Real-time monitoring: Real-time monitoring helps understand the impact of a news announcement. Also, during a crisis, data analytics helps monitor online conversations and sentiment to understand public reaction and adjust communication strategies accordingly.Sentiment analysis: This is very effective both in case of a big positive announcement or a crisis. Sentiment analysis helps one understand how the positive announcement is faring across social channels (is it generating positive conversations or not). In case of a crisis, sentiment analysis over a period of time helps to understand better if the crisis communication strategy is working well.Content performance: Data on website traffic, social media engagement, and response to various forms of content helps understand which types of content resonate most with your audience.Share of Voice (SOV): Data helps measure your brand's SOV compared to competitors, identifying areas for improvement in media outreach.Measuring influencer impact: Tracking metrics like website traffic, social media engagement, and conversions helps assess the effectiveness of influencer collaborations.Some of the metrics that I have considered in the past are campaign effectiveness, messaging impact, sentiment analysis, social media engagement (reach/ impressions, etc.), impact on downloads/ website traffic, and a comprehensive metric that takes into account publication type/ reach/ circulation/ and messaging effectiveness.

Akanksha Jain has joined Swiggy as Assistant Vice President - Public Relations and Communications, as announced by Swiggy on LinkedIn.Jain brings nearly 20 years of extensive experience across leading organizations. Before joining Swiggy, she served as Head of Public Relations and Corporate Communications at BharatPe for approximately four years. During her tenure, she played a pivotal role in establishing BharatPe's brand identity and reputation. Her efforts included enhancing brand awareness, guiding BharatPe to become the first fintech to invest in a Small Finance Bank, and positioning the organization and its leaders as prominent voices within the industry.Jain also held key positions at Pine Labs, where she served as the Global Head of PR and Communications and Head of Content Marketing, spearheading international brand development efforts. At MobiKwik, she worked as Director and Head of PR and Communications, significantly contributing to the company?ÇÖs public engagement and brand image.Her tenure at VLCC saw her taking on dual responsibilities as Head of PR and Communications and Head of CSR, focusing on media relations and corporate social responsibility initiatives. Additionally, her earlier roles at HCL Technologies, John Keells Holdings, and AskmeBazaar highlight her versatility and expertise across multiple sectors.

Akanksha Jain, who served as the Head of Public Relations and Corporate Communications at BharatPe, recently announced her departure from the company after dedicating over four years to building the brand into a leading name in India?ÇÖs fintech space. In a reflective LinkedIn post, Jain shared her decision to move on, highlighting her journey at BharatPe and expressing gratitude for the team and leadership who supported her along the way.During her tenure, Jain played a pivotal role in establishing BharatPe's brand identity and reputation. Her efforts included building awareness for the company, guiding BharatPe to become the first fintech to invest in a Small Finance Bank, and positioning the organization and its leaders as prominent voices within the industry. She also steered BharatPe?ÇÖs communications during one of the most challenging crises in the startup ecosystem, reinforcing her reputation as a resilient and strategic communicator.Reflecting on her experience, Jain described her time at BharatPe as ?Ç£one of the most enterprising, challenging, exciting, and enriching years?Ç¥ of her career. ?Ç£I have had the opportunity to work with great leaders and founders who valued the role of communications and trusted as well as empowered me to deliver the best,?Ç¥ she shared. Jain?ÇÖs departure marks the close of an impactful chapter at BharatPe, where her strategic contributions have helped shape the brand's trajectory and industry presence.Jain?ÇÖs career spans nearly two decades, with rich experience across prominent organizations. Before BharatPe, she was the Global Head of PR and Communications and Head of Content Marketing at Pine Labs, where she led brand-building initiatives on a global scale. At MobiKwik, she held the position of Director and Head of Public Relations and Communications, where she significantly shaped the company?ÇÖs external engagement and brand perception. She also served as the Head of Public Relations and Communications and Head of CSR at VLCC, focusing on both external communications and corporate social responsibility. Her earlier roles at HCL Technologies, John Keells Holdings, and AskmeBazaar further solidified her expertise across diverse industries.

On August 29, 2024, Adgully hosted the latest edition of #GullyChat, focusing on the topic ?ÇÿMapping the Future of PR: Globalization and Cultural Diversity?ÇÖ. The discussion explored how the PR industry is navigating the challenges and opportunities of a globalized world while embracing cultural diversity in its strategies and communications.The esteemed participants included:Sonali Sokhal, CEO and Founder, IntelliquoTarunjeet Rattan, Managing Partner, Nucleus PRSiddhartha Mukherjee, Founder, Brand BalanceVikram Kharvi, Chief Executive Officer, Bloomingdale Public RelationsAkanksha Jain, Head of Public Relations & Corporate Communications, BharatPeThe panellists discussed cultural competence and how PR professionals must understand diverse cultural nuances to effectively communicate with global audiences.Tarunjeet Rattan emphasized, ?Ç£Understanding how to communicate across geographies, age groups, and diverse cultural groups is a basic requirement for anyone in PR. If you aren?ÇÖt doing that, then you?ÇÖre in the wrong profession and will always be wondering how to get things done.?Ç¥Siddhartha Mukherjee added here, ?Ç£The future of PR will depend on its ability to take charge and showcase business outcomes. PR machinery will need to have full command and control of the Input-Output-Outcome framework. Building cultural competence is part of the input ERPs (efforts, resources, processes). CXOs of business brands rely on the PR machinery to ensure that all stakeholders in both local and global target markets build and sustain long-term relationships with the business. Data-wise, recall and admiration scores need to be the strongest. A lot of initiatives are being taken to understand the culture and extract the mood of the markets in terms of expectations, fears, and aspirations.?Ç¥Vikram Kharvi also shared his thoughts on the importance of cultural competence in PR, saying, ?Ç£Cultural competence is a vital skill for PR professionals, especially as they engage with diverse global audiences. This encompasses the ability to understand, communicate with, and effectively interact with people across various nations. Investing in training programs that enhance cultural competence among PR professionals is crucial. Workshops and seminars can help teams understand cultural differences and develop skills for effective cross-cultural communication.?Ç¥The chat further touched upon on digital literacy, highlighting how digital tools, data analytics, and social media platforms are crucial for successful PR campaigns.Akanksha Jain noted, ?Ç£In today?ÇÖs times, it is important to have a good understanding of digital tools to ensure better reach, more impact, and better assessment of results. Leveraging social media platforms for building brand reputation is key. It is important to follow an always-on strategy and listen to what the customer is saying on social media. Social sentiment is a great indicator of the reputation of brands. Data analytics plays an important role in understanding audience behavior and refining PR strategies.?Ç¥Sonali Sokhal added, ?Ç£Social media is also a vital ?Çÿlisten in?ÇÖ tool for brands, which is unfortunately not utilized as well as it should be. Digital literacy is vital for measurement. In today?ÇÖs fractal world, social and digital platforms allow us to get a tangible count of impact.?Ç¥Vikram Kharvi noted, ?Ç£PR professionals with a diverse digital toolkit, including media databases, news monitoring, and email automation, can deliver integrated campaigns that drive business outcomes. Digital literacy helps PR teams respond quickly and strategically to crises, using social listening to gauge sentiment and proactively manage brand reputation. Proficiency in SEO, influencer marketing, and link building sets digitally literate PR pros apart, enabling them to drive online visibility and engagement.?Ç¥The conversation also highlighted the importance of collaboration and effective teamwork in PR, essential for leveraging expertise and resources.Sonali Sokhal remarked, ?Ç£It takes a village to make a brand; it takes a team to win the game! Trust and respect are the foundation of good teamwork. Communications today is multidisciplinary and needs varying skill sets only a team can bring to the table. We are living in the era of collaborations for brands and organizations across verticals, so communications teams need to collaborate internally and externally.?Ç¥Akanksha Jain emphasized, ?Ç£Effective collaboration within PR involves working closely with cross-functional teams, including business, marketing, sales, product development, tech, and legal departments. By leveraging the expertise of these teams, PR professionals can ensure that messaging is consistent, accurate, and aligned with broader business objectives. PR professionals must cultivate and maintain strong relationships with external partners, such as media outlets, influencers, industry experts, KOLs, and community leaders. These partnerships provide valuable insights, amplify messaging, and extend the reach of PR campaigns.?Ç¥Tarunjeet Rattan observed, ?Ç£Acing how to work with different generations, nationalities, and genders across all internal departments and external partners will be the mark of your success as a ?Çÿcommunicator?ÇÖ. Be worthy of the designation you carry. A good ?ÇÿPR leader?ÇÖ has the ability to unite stakeholders and get behind a single strategy with empathy and camaraderie. Apart from all the jargon on tech, reports, analysis, etc., people management is your true self.?Ç¥Lastly, Siddhartha Mukherjee shared, ?Ç£The efficiency and efficacy of PR are founded on collaborations. The term can have different dimensions ?Çô with internal and external partners. Internal collaborations would be with CXOs, on-ground operation departments, an organization?ÇÖs central MiS, and intelligence and research desks. External collaborations could be with communications agencies, ERP management and advisory consultancies, pure play research services, audit and quality assurance services, measurement and data analytics, influencer groups, communities, etc. Both internal and external collaborations need to happen across markets and geographies. Collaborations will be effective only when the framework is visualized, designed, and implemented well, all supported by measurement and data-led ERPs (efforts, resources, and processes).?Ç¥

In today?ÇÖs rapidly evolving digital landscape, the role of smart tech and data analytics has become paramount across industries. Just as advertising and marketing have embraced these technological advancements, PR professionals are leveraging data expertise to revolutionise their strategies. The integration of data analytics is reshaping PR, media, and tech strategies, offering businesses key advantages in navigating the dynamic business environment.?Ç£With the lines of marketing with PR and communications blurring, the need to bring evaluation and due diligence to campaign strategy has been amplified by leaps. The only way to tackle this is to embrace smart technologies like AI, ML that bring the true value of ROI deep diving to extract where the money spent is really demonstrating results ?Çô be it connections or leads, media buy in, share of voice , social media trend analysis, SEO or even thought leadership positioning,?Ç¥ noted Mou Chakravorty, Associate Director - Marketing Communications, Deloitte India.AI applications also bring in ways to cut through mundane tasks, bringing automation for efficient use of talent at a time when balancing client demand, processes and people crunch have become challenging due to the fast pace digital movement, she added.Integration of data expertise reshaping PR, Media & Tech strategiesAccording to Jyotsna Dash Nanda, AVP - Corporate Communications, Dharampal Satyapal Group (DS Group), ?Ç£Data is the new PR gold. Traditionally seen as an ?Ç£art?Ç¥, PR is becoming a ?Ç£science?Ç¥ with data analysis. The integration of data expertise is revolutionizing PR, Media, and Tech strategies. Data analysis allows for smarter targeting, measurable success through campaign tracking, and crafting messages that resonate with audiences. Data shows the impact of campaigns, allowing for adjustments and resource allocation based on what's working. PR professionals armed with data expertise can adapt and evolve their strategies. This shift from intuition to data-driven insights empowers businesses to navigate the evolving landscape with a competitive edge.?Ç¥Akanksha Jain, Head - Public Relations & Corporate Communications, BharatPe, explained, ?Ç£The integration of data expertise helps PR and Communications professionals to better understand the impact created by the PR campaigns. Communication leaders can have access to data not only in terms of number of stories, but also in terms of more holistic impact like sentiment check, effectiveness in terms of messaging, tonality of the stories, and reach across locations. Today, there are tools available that can help Communication leaders understand the efficacy of a campaign or an announcement, or get a sense of what did not work for them, so they can make the required iterations.?Ç¥Ajey Maharaj, Head of Corporate Communications & PR, Fortis Healthcare Ltd, too, considered the incorporation of data analytics into Public Relations (PR), Media, and Technology strategies to be a significant shift in the way businesses strategize their communication and establish their market presence. He added, ?Ç£In an era where information is abundant and consumer attention spans are short, the application of data analytics offers businesses a distinct competitive advantage. This approach enables them to traverse the dynamic business environment with unmatched precision and foresight.?Ç¥?Ç£With the advent of AI and similar technologies, data takes the centre stage in PR like it does in many other professions,?Ç¥ noted Tanmana Rath, Lead Communications and Stakeholder Management at TERI, adding, ?Ç£In today?ÇÖs rapidly evolving PR landscape, precision is paramount. Creating effective PR strategies demands a profound understanding of the target audience, their preferences, and the dynamic media environment. Here, data analytics emerges as a transformative force, equipping PR professionals with a treasure trove of insights to drive informed decisions. The advantages are manifold. Through harnessing data analytics, PR experts can pinpoint emerging trends, dissect consumer behaviour, and tailor their messaging with precision. The ability to foresee and promptly react to market fluctuations is priceless. Whether it?ÇÖs adapting to shifts in media consumption patterns or refining communication strategies based on audience sentiment, data-driven PR approaches are reshaping the rules of engagement.?Ç¥The advantagesData-driven decision making helps Communication leaders craft a more robust and impactful strategy that can help get the required results, pointed out Akanksha Jain. Communication leaders can also be better prepared in case of a crisis as these tools can help them map the overall digital universe and observe outliers, if any. One can also understand who are media friends and which media houses are constantly publishing negative reportage about the company. ?Ç£Also, by using data analytics, Communication leaders can talk in terms of micro as well as macro-impact across a range of cohorts, and not only limit to number of stories or AVE. This resonates better with the management of a company,?Ç¥ Jain added.Fortis Healthcare?ÇÖs Ajey Maharaj listed the following key advantages and benefits:Advantages for Businesses:Targeted Communication: Through data analytics, businesses can segment their audience by demographics, preferences, and behaviours, crafting messages that resonate deeply and foster engagement.Measurable Outcomes: Data expertise allows companies to define clear, quantifiable objectives for their PR and media campaigns, evaluate performance, and fine-tune their strategies for maximum effectiveness.Strategic Decision Making: Insights derived from data analytics equip businesses with the knowledge to make informed choices, efficiently allocate resources, and stay ahead of market trends and opportunities.Benefits for PR Professionals:Enhanced Campaign Efficiency: Leveraging data-driven insights, PR professionals can pinpoint the most impactful channels and messages, leading to campaigns that not only reach, but resonate with their intended audience.Improved Crisis Management: The capability for real-time monitoring of data enables PR experts to swiftly identify and address potential issues or negative perceptions, safeguarding the brand?ÇÖs reputation.ROI Measurement: Data analytics plays a crucial role in quantifying the return on investment for PR activities, underscoring their value and supporting the case for future budget allocations.Through the analysis of data, PR professionals gain valuable insights into audience behaviour, media landscape, sentiment trends, and emerging patterns, noted TERI?ÇÖs Tanmana Rath, adding, this enables them to enhance their strategies, showcasing the tangible value of PR initiatives to stakeholders. ?Ç£Leveraging data-driven decision-making, communication experts can take a deep dive into customer behaviors, preferences, and needs. By dissecting customer data, they refine their strategies to ensure precise message delivery to the intended audience, crafting bespoke communication strategies tailored to specific demographics and timing for optimal impact,?Ç¥ she said.Highlighting the advantages, Jyotsna Dash Nanda of DS Group shared:Sharper Targeting: Traditionally, PR relied on intuition and experience to target audiences. Data analytics provides a more scientific approach. By analyzing demographics, social media engagement, and media consumption habits, PR teams can identify the exact audience segments most receptive to their message. This laser focus ensures resources are directed towards those who matter most.Content Optimization: Data analytics helps craft compelling content. By understanding what resonates with target audiences (preferred topics, keywords, content formats), PR professionals can tailor messages to generate higher engagement. This data can also reveal sentiment around certain topics, allowing PR teams to address concerns or adjust messaging accordingly.Campaign Measurement & Improvement: The true impact of PR efforts can be elusive. Data analytics offers a solution. By tracking website traffic, social media mentions, media coverage sentiment, and brand awareness metrics, PR teams can measure the effectiveness of campaigns. This data allows for adjustments and optimizations throughout the campaign lifecycle, maximizing its impact.Crisis Communication: Social media and the 24/7 news cycle can quickly turn a minor issue into a major crisis. Data analytics allows for real-time monitoring of online sentiment and media coverage during a crisis. This empowers PR teams to identify emerging concerns, respond swiftly, and shape the narrative effectively.Data-Driven Decisions: Intuition and experience are valuable assets, but data provides a powerful foundation for decision-making. PR professionals can leverage data insights to choose the most appropriate communication channels, craft stronger media pitches, and tailor messaging for maximum impact. This data-driven approach ensures PR strategies are relevant, timely, and deliver measurable results.Akanksha Jain added here, ?Ç£Data analytics empower PR professionals with a single-window view that helps them understand the challenges with reference to specific media houses/ locations that may not be reporting in line with the narrative they want to build. The leaders can accordingly focus on building relationships and try and drive a positive narrative building.?Ç¥Jyotsna Dash Nanda concluded by saying, ?Ç£In today?ÇÖs dynamic market, where audience preferences and media consumption habits are constantly evolving, data analytics equips PR professionals to navigate this complexity. By leveraging data, PR teams can develop targeted, impactful campaigns that resonate with their audiences and achieve their desired outcomes.?Ç¥

The eighth edition of Adgully?ÇÖs flagship event ?Çô DIGIXX Summit and Awards 2024 ?Çô was held yesterday (March 22, 2024) amid the presence of who?ÇÖs who of the Digital and Marketing Universe. Each year, DIGIXX has been raising the bar, recognising the visionary leaders and groundbreaking campaigns that are shaping the future of digital marketing. This year has turned out to be even more exciting, exploring the newest trends, strategies, and insights that are transforming the digital landscape.A panel discussion on ?ÇÿHumanizing the Feed: Crafting Digital PR Strategies with Empathy and Trust?ÇÖ saw some leading names in PR and corporate communications stress on strategising empathy and credibility amid the rapid digital transition. The session was chaired by Dr Tripti Dhote, Assistant Prof. Head Corporate Communications, Symbiosis Institute of Digital and Telecom Management, and the distinguished included:Akanksha Jain, Head - Public Relations & Corporate Communications, BharatpeManu Kumar, Head - Marketing & Corporate Communications, Hero Electric VehiclesRohit Dubey, Vice President, Reliance JioSanjeev Handa, Senior Vice President and Head of PR & Communications, Maruti SuzukiNikhil Dey, Executive Director, Adfactors PRDr Tripti Dhote commenced the discussion by stating that as we navigate into a space that is defined by technological innovations, and while competence has sped up, digital transformation is undeniable, and undisputable. She said, ?Ç£In this entire digital shuffle, the typical human element may likely be lost, therefore when it comes to strategizing empathy and credibility, at one point of time it might have seemed like a necessity or a feel-good factor, but now I would say more than ever before it is a must-have for organizations if they ever wish to thrive in this particular digital context.?Ç¥She then went on to ask Rohit Dubey about the role of empathy in his sector, in identifying the audiences, especially at a human level.Rohit Dubey responded by saying, ?Ç£The very basic thing is that unless you understand the pain points of the consumer, you cannot have your product designed and that is the difference Jio brought into the whole telecom market. If you look at the tariff structure pre-2016, it was so complicated that you can get a PhD on that! When we were doing our study, we thought that this needed to be simplified, because there were so many wheels within wheels. So, that was one consumer pain point that came to us, and our idea was why not address this pain point? That was the first step we took in addressing the pain point of the consumer and that?ÇÖs the way the whole tariff was designed. Today, it has become an industry standard, now everybody copy-pastes that, whether it is 5% more than us or 10% more than us. However, the structure is by and large the same and that is something that has remained.?Ç¥?Ç£Being born as a digital company, our very focus was on designing every part of the process which was easy for the consumer to use, so be it a self-serving app like My Jio, you can do anything and you don?ÇÖt need to go to a shop to recharge or anything. Every aspect of the consumer was very well thought through and brought into the design and processes of the company. That?ÇÖs how the whole empathy aspect of the consumer was brought into the processes of the company, rather than being forced at a later stage,?Ç¥ he added.When asked how Maruti Suzuki blended empathy seamlessly into the business operations, Sanjeev Handa said, ?Ç£Data today has a lot of limitations, one has to go beyond algorithms and metrics that you collect. For example, a person might be saying that they buy Maruti cars because of the fuel-efficiency. But the reality is that we have gone deeper enough and that?ÇÖs where empathy comes in. What does fuel efficiency stems from? Is it because he wants value for money or likes longer journeys without actually stopping for refueling or is a sustainable environment on his mind? Those answers are still not there, therefore what we do to be empathetic about consumers is that we go very deep and research. For example, first-time buyers have a lot of anxiety ?Çô they wonder if it is the right car for them and their family, will they get the delivery on time, will finances be available. We take all those nuances into account when we are designing our marketing strategies and, more importantly, our digital footprint. So, today out of 26 touchpoints that we have identified the consumer takes while buying a car, 24 are digitalized at Maruti. Except for taking a test drive or getting a delivery, everything is digitized, and one can take finance or anything, that gives peace of mind. That is empathy.?Ç¥When it comes to electric vehicles, it is about category creation and essentially the objective, whether one is at a nascent stage or it is a little cluttered scenario. It still boils down to creating awareness or educating. Sharing Hero Electric Vehicles?ÇÖ experience in creating empathy, Manu Kumar said, ?Ç£I think one of the things that we need to take care of when we talk of digital PR is that it is a little different from social media, because the lines get blurred whether one is doing PR or they are talking of their regular social media feed; ultimately they are going to use that medium, or one of the mediums, to use that social media. We have to go beyond algorithms, that is, how many likes and reach one gets on social media. But when you are talking of PR and empathy in PR, and humanizing the whole thing, we need to get away a little bit from the advertising and marketing fields that one puts out. Especially when you are talking of a new category that needs to be created, one needs to create a lot of awareness about how does an EV work, the benefits of EVs, and how long will the battery charge last.?Ç¥Akanksha Jain added here, ?Ç£We work with offline merchants, who are small or emerging merchants and have been left behind in this e-commerce race, but they play an important role in the overall economy. The reason why BharatPe was born was to provide them with credit access and give them new-age fintech products that are simple and easy to use. We ran a campaign, called ?ÇÿTransforming Bharat?ÇÖ, which was started around three years back, at the time of Covid when retailers were the most impacted. The idea was simple ?Çô we took the risk of going out and getting compelling stories from these guys who are the unsung heroes of the economy, who are there day in and day out for all of us. Over the last two and a half years, we have covered merchants across 15 cities. These are short two-minute stories that we put out in their language. One has to remember that they are not camera-trained, we don?ÇÖ't use any optics, and there is no makeup or DOP out there.?Ç¥When asked whether compromising on brand purpose is possible to translate the brand purpose when we are speaking of inclusivity and diversity, Nikhil Dey elaborated, ?Ç£There are two circles in my mind when I look at any campaign or idea; one is the inside-out circle ?Çô what?ÇÖs honest and true to that brand, and there is the outside-in circle, both these at some point need to intersect. The intersection, if done well, is where content meets context. So, the content that a brand stands for, if it can breathe well in a particular context, then you have attention. If not, then there is noise, so when we look at the larger topic, we are talking about the algorithm and technology that we want to embrace. I think the algorithm helps us in getting a better reading of the context of what?ÇÖs going on in the world because there is so much going on. There are so many platforms, and audiences using technology smartly to get a sense or read of that context is a very powerful use. But sometimes one only plays the game of ?ÇÿLet?ÇÖs ride the way of what?ÇÖs trending, getting on the bandwagon of where the attention of the trend is, without being true to the essence of the brand.?Ç¥

In an era where diversity and inclusivity are paramount, women leaders are revolutionising the landscape of Public Relations (PR) and Corporate Communication. With their unique strengths and perspectives, they prioritise empathy and understanding, particularly in crisis management when navigating sensitive issues.Even as most industries are now upping their DEI game, the PR industry has for long been promoting women in leadership roles, in fact, the PR industry has a large percentage of women founders and has a strong gender sensitive strategy.Tanmana Rath, Lead Communications and Stakeholder Management at TERI, believes that women leaders in PR and corporate communications tend to bring a collaborative and inclusive approach to the boardroom. Their diverse experiences and leadership styles foster relationship-building, leading to more authentic and impactful communication strategies. Moreover, their emphasis on nurturing talent, empathy, and promoting diversity contributes to a dynamic and forward-thinking industry landscape.On an affirmative note, Jyotsna Dash Nanda, AVP - Corporate Communications, Dharampal Satyapal Group (DS Group), points out that women leaders are reshaping the landscape of PR and corporate communications by bringing a multitude of strengths to the table. These include:Diverse Consumer Understanding: Women represent a significant and growing consumer demographic, ensuring campaigns resonate with a wider audience and avoid traditional gender biases in messaging.Collaborative Communication: Studies suggest women tend towards a more collaborative communication style, fostering teamwork and inclusivity within communication teams, leading to richer brainstorming sessions and more well-rounded strategies.?Ç£Women have higher emotional intelligence and hence, are able to build a balanced environment for employees. This, in turn, helps to build a cohesive team that can drive better results. It also enables an environment where employees are more confident to share their ideas, in turn driving innovation,?Ç¥ opines Akanksha Jain, Head - Public Relations & Corporate Communications, BharatPe.She further says, ?Ç£Women are often skilled at fostering inclusive and participatory decision-making processes, valuing diverse perspectives, and seeking input from all stakeholders. This collaborative mindset can lead to more innovative solutions, stronger team cohesion, and better outcomes for organisations as a whole.?Ç¥Jain also notes that women have a different way of looking at things as compared to men. This ensures that they bring a different perspective to a situation or a problem at hand. Additionally, their eye for detail can help add a new dimension when evaluating a problem at hand.Addressing the role of empathy and understanding in crisis management, Tanmana Rath emphasises, ?Ç£As a professional, I believe in active listening, acknowledging concerns, and showing genuine care for those affected. Compassion and a commitment to resolving issues establish trust, strengthen relationships, aligning with our values of empathy and understanding. Women leaders like Mary Barra, Chair and CEO of the General Motors Company, or Jacinda Arden, former Prime Minister of New Zealand, are inspiring examples who have turned around situations with their remarkable leadership.?Ç¥Jain emphasises that when dealing with sensitive issues or stakeholders, it is important to keep a cool head and hear out the issue, before responding or reacting. ?Ç£The response should be well-measured and factual in nature. Empathy is important and as a leader, one should be mindful of the trust that an employee has on him/ her to solve an issue. It is recommended to bring the issue to its logical conclusion and extend all possible support (sometimes only listening and guiding helps) to the concerned employee,?Ç¥ she adds.Jyotsna Dash Nanda stresses that diversity and inclusion are strategic imperatives, adding ?Ç£Women leaders often excel at building strong relationships with stakeholders, fostering trust and understanding. This is crucial in crisis management and reputation management.?Ç¥According to her, in crisis management, empathy is paramount. Here?ÇÖs how to prioritise it:Active Listening: Acknowledge stakeholders' concerns, emotions, and validate their perspectives.Transparency and Authenticity: Communicate transparently, taking ownership of mistakes, and outlining a clear path forward.Humanise the Response: Showcase the company's commitment to resolving the situation with genuine care.Enhanced Creativity: Diverse teams bring a wider range of perspectives, leading to more creative and impactful communication strategies.Brand Authenticity: A commitment to diversity enhances brand authenticity and resonates with a broader audience.Improved Talent Acquisition: Diverse workplaces attract top talent from all backgrounds, leading to a more competitive and innovative workforce.TERI?ÇÖs Tanmana Rath adds here, ?Ç£We prioritise inclusivity and diversity by ensuring our messaging reflects varied perspectives and engage with a range of stakeholders. We have enhanced our brand reputation, increased engagement, and built stronger relationships with stakeholders, ultimately leading to business gains through improved trust, innovation, and market relevance.?Ç¥As far as mentoring and nurturing the next generation of leaders in PR and corporate communications is concerned, Akanksha Jain says that she prefers to advise and guide numerous young professionals on how to further advance in their career. ?Ç£I guide them from time-to-time on dealing with daily issues, skills that they need to add to their kitty, and on people management. I have always advised all young professionals to invest a lot of time in reading about their industry and be well-aware of the latest developments. This adds to the confidence levels and helps position them as well in front of their senior leaders. Also, I advise next generation of leaders to have the confidence to speak their mind in a meeting and not get bogged down by what others have to say.?Ç¥Regarding mentoring the next generation, Tanmana Rath says, ?Ç£I believe in mentoring the next generation by sharing experiences and nurturing their strengths. Leading with empathy, providing opportunities for growth, giving a platform to learn, and offering constructive feedback. By fostering confidence and emphasizing continuous learning, I strive to empower the younger generation of communicators to excel in their careers and make meaningful contributions to the industry.?Ç¥Data from Forbes highlights the correlation between diversity and financial performance, stating that companies with diverse leadership teams have a 19.1% higher chance of exceeding industry-level profitability.By embracing these fresh perspectives and innovative approaches, women leaders are driving a new era of effective and impactful PR and corporate communication.

As the year draws to a close, it?ÇÖs time to take stock of the important trends and developments that dominated the industry, with long term ramifications. 2023 was a year when Artificial Intelligence disrupted every industry; Public Relations and Corporate Communications, too, did not remain immune to AI?ÇÖs wide-ranging impact. However, AI was not the only gamechanging development. Adgully spoke to a cross-section of PR and Corporate Communications leaders to do an exhaustive recap of this industry, as well as understand some of the trends that will dominate this industry in 2024.PR & Corp Comm Industry?ÇÖs performance in 2023Tarunjeet Rattan, Managing Partner, Nucleus PR, noted, ?Ç£Empirical data suggests that most firms have done 5X the business they did during the pandemic. At the start of the year, there was an attempt by the brand world to push for a pre-pandemic ?Çÿcourse correction?ÇÖ, while the PR industry pushed back to break away and evolve from that set perception. This has led to an interesting amalgamation of services now being offered by PR agencies and probably a new definition of the profession.?Ç¥The PR industry also saw an increased curiosity about the profession judging by the RFPs requested on a weekly basis. This also called for a larger mandate for the entire PR industry to educate and upskill the brands they worked with on how PR is evolving and changing this year.According to Rattan, talent in the PR industry has also gone through a change at all levels. ?Ç£While the new JD for a new joinee in PR is still up for discussion, the middle management and leadership teams have had to upskill quickly to ride the tide, assimilate information on the go and churn out strategies that make sense in the new world,?Ç¥ she added.Growing demand for purpose-driven communicationIn 2023, the PR industry witnessed a dynamic landscape characterised by evolving media consumption patterns and an increased demand for purpose-driven communication, observed Aman Gupta, Managing Partner, SPAG FINN Partners. He added, ?Ç£At SPAG FINN Partners, we navigated these shifts successfully by staying agile, embracing technology, and prioritising authentic storytelling. The industry?ÇÖs resilience and adaptability were evident, and we foresee continued growth as we leverage these lessons to shape our strategies in the years to come.?Ç¥Emerging trends and innovative strategiesPR industry leaders unanimously agree that technology will emerge as an important enabler for the function as they leverage technology to enhance efficiency, track real-time and understand trends. Also, social media channels of the brand and its leadership will emerge as powerful mediums to communicate the narrative.Akanksha Jain, Head - Public Relations and Corporate Communications, BharatPe, pointed out, ?Ç£Focus will be a lot more on purpose-driven communication, as consumers today are more keen to be associated with brands that have a clear impact narrative. In turn, the ESG roadmap will have to be clearly carved out for organisations.?Ç¥Also, the Communications role will focus a lot more on larger reputation building and safeguarding, by leveraging earned, paid, social and owned media. It is the owned media channels that will be the next game-changer for the companies, driven by a well thought-through content strategy- that caters to a diverse set of stakeholders. Additionally, Key Opinion Leaders will continue to play an important role in driving brand narratives.Jasrita Dhir, Director - Marketing and Communications, Karkinos Healthcare, highlighted some emerging trends:Integrated Communications Approach: The line between traditional PR, new-age PR, digital PR has all but blurred. 2024 will see Comms professionals demand and PR agencies present integrated communication solutions incorporating external and internal comms, social media influencers, digital creatives, et al.Rise and rise of Podcasts: The medium that is expected to leapfrog further in 2024 is podcast, in both the audio and video formats.Emerging need for climate communications.Evolving need for ESG and sustainability Comms.SPAG FINN Partners?ÇÖ Aman Gupta said, ?Ç£In 2024, we anticipate several key trends shaping the PR industry. The increasing prominence of immersive technologies (Augmented reality (AR) and virtual reality (VR)) along with data driven audience insights, is transforming the way we engage audiences. These technologies offer new and creative avenues for storytelling and brand experiences. Additionally, the integration of artificial intelligence (AI) and data analytics is becoming a cornerstone of PR strategies, enabling more personalized and targeted campaigns.?Ç¥AI to continue to transform PR even moreMahima Misra, Head of PR & Corp Comm, Good Glamm Group, noted that AI will continue to transform PR even more. ?Ç£The potential of AI to improve content ranking through SEO optimisation and enhanced audience personalisation will boost PR efforts in 2024. It will also help in media tracking and calculating audience response more efficiently. AI can write about practically anything, including press releases. This may help reduce PR content creation costs while increasing scalability,?Ç¥ Misra added.Along with AI, Video and Podcast Content will also gain prominence. With the rise in demand for video and audio content, it is no surprise that this is an integral part of the future of PR and still on the list of PR trends. Podcasts (both audio and video podcasts) are in high demand. Videos are effective for telling a highly visual story, too. From regular to luxury PR campaigns, high-quality videos present the perfect medium to showcase your newest products, services, and even brand events. ?Ç£Not only that, but videos will also help you relay your side of the story during a crisis. Whether short or long, the fact remains that video marketing is here for the long haul,?Ç¥ she added.Social Media for Online Reputation Management, Contact BuildingSocial media is the heavyweight champion in PR and will remain so in 2024. Unlike traditional PR methods, social media enables two-way communication between brands and their customers, the media, and other stakeholders. Brand image and reputation enhancement through social media are also likely to continue. Social media will continue to play a role in helping brands manage a PR crisis and neutralise negative publicity. Misra also considers LinkedIn as an important PR platform to establish brand/ company image and make impact and establish founders and professionals as thought leaders in their field. Jyotsna Dash Nanda, AVP - Corporate Communications, Dharampal Satyapal Group (DS Group), added here, ?Ç£In the ever-evolving landscape of business, the integration of artificial intelligence (AI) and technology is universally recognised as a crucial skill for success, transcending the boundaries of company size. As businesses set their sights on 2024, a pervasive commitment to leveraging AI for content creation and writing assistance takes center stage, underscoring the transformative role of technology in shaping communication strategies.?Ç¥Furthermore, the strategic use of various platforms and channels emerges as a cornerstone for achieving organisational goals, reflecting a forward-looking approach to digital engagement. Anticipating the importance of staying attuned to public sentiment and changing consumer needs, businesses are planning to harness the power of media monitoring tools and content calendars in 2024, aligning their efforts with the dynamic nature of the information ecosystem.