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 conversation with Adgully, Charu Benegal, Senior Director – Strategy, Dentsu Creative PR, shares her insights on how the world of communications has evolved from traditional media relations to becoming a strategic driver of trust, purpose, and cultural relevance. Drawing from her extensive career spanning over two decades, Charu reflects on the transformation of PR in the digital age — from managing narratives to building ecosystems of trust — and discusses how authenticity, empathy, and data-driven storytelling are redefining the way brands connect with audiences today. You’ve had an extensive career in communications. What initially drew you to the world of public relations, and how has your perspective on the industry evolved over time? When I began my career in the late ’90s, PR in India was still largely synonymous with media relations and press coverage. What drew me in was the storytelling aspect - the idea that you could shape narratives, influence perception, and give purpose and visibility to ideas that matter. Over the years, the industry has evolved dramatically. Today, PR is no longer a support function; it’s a strategic partner that sits at the table where brand reputation, policy, consumer behaviour, and social sentiment intersect. Today, consumer PR is about building communities, influencing conversations, and embedding brands meaningfully into culture — far beyond a press release or event. My perspective has shifted from “managing communication” to “building trust ecosystems”. In today’s fast-changing media environment, how do you define the role of PR beyond traditional reputation management? PR today is the custodian of brand integrity and public understanding. Beyond reputation management, it’s about shaping narratives that align a brand’s purpose with societal expectations. Whether it’s through thought leadership, sustainability storytelling, or digital advocacy, PR plays a key role in ensuring that organizations act — and are seen to act — responsibly. In a fragmented, hyper-connected media landscape, PR is the bridge between what a brand says, what it does, and what people believe about it. Whether through purpose-driven storytelling, influencer collaborations, or digital-first content ecosystems, the role of PR is to ensure that a brand’s values and actions align with what its audiences care about. In that sense, PR has become the conscience of the brand, not just its megaphone. What are some of the biggest shifts you’ve observed in how brands approach storytelling and audience engagement in the post-digital era? Earlier, brand storytelling was top-down — controlled, polished, and one-way. Today, audiences co-create the narrative. The shift has been from broadcasting messages to building conversations. In India, particularly, we’ve seen the rise of regional voices, micro-influencers, and community-led storytelling. Authenticity, relatability, and cultural nuance have become central. The digital ecosystem has democratized storytelling — every individual can now be a publisher, and brands must learn to listen as much as they speak. Storytelling today is about emotional truth and shared experiences, not just clever campaigns. With authenticity becoming a key differentiator, how can PR professionals balance brand messaging with genuine, transparent communication? Authenticity comes from alignment — between a brand’s internal culture, its external promises, and its behaviour in moments of scrutiny. PR professionals need to move from “message crafting” to truth-telling. That means being comfortable with imperfection — acknowledging gaps, sharing progress, and allowing human voices to come through. Transparency builds credibility, but consistency sustains it. The role of PR is to help brands articulate that authenticity without losing strategic clarity. Crisis communication is often the ultimate test of a PR strategy. Could you share an instance or key learning that shaped your approach to managing reputational challenges? One key learning over the years has been that speed matters, but empathy matters more. In one instance — during a product recall for a consumer brand — we realised that the most effective response wasn’t the press release or the media statement, but a direct, honest communication from the CEO to customers on social media. It reinforced that during crises; people don’t just want information; they want reassurance. My approach now is grounded in three principles: listen first, communicate with empathy, and act with integrity. The reputation you build in normal times is what gives you the benefit of doubt during a crisis. Data and insights are playing a larger role in PR planning today. How do you see analytics influencing creativity and narrative design in communications? Data has become the new creative fuel. It helps us understand audience sentiment, map conversation clusters, and anticipate trends before they break. But numbers alone don’t move hearts — insights do. The key is using analytics not just for reporting, but for story mining. For instance, social listening might reveal an emerging cultural tension or consumer need that can inspire a powerful campaign. The best PR today marries data intelligence with emotional intelligence. As a leader, how do you nurture young PR talent to think strategically and not just tactically in their approach to campaigns? For me, leadership is as much about emotional mentorship as professional guidance. I tell young professionals: strategy is important, but empathy is non-negotiable. Understanding audiences begins with understanding people — your colleagues, clients, and yourself. I make time to listen — really listen — to my team’s perspectives, fears, and ideas. I encourage them to ask “why” before “how,” to find purpose before the plan. When people feel seen and valued, they become better storytellers, better strategists, and better humans. A leader’s role is not just to guide outcomes, but to nurture confidence, compassion, and courage in others. Looking ahead, what do you think will define the next era of PR — especially in how brands build trust and emotional resonance with audiences? I think the next era of PR will be shaped by trust and empathy. People today are quick to spot what’s real and what’s not, so sincerity will matter more than ever. The brands that build lasting relationships will be the ones that communicate with clarity, purpose, and respect. In India, I see a real opportunity in blending technology with a human touch — using data and AI to understand audiences better, while keeping stories authentic and locally rooted. At its heart, PR will continue to evolve, moving beyond just communicating to fostering real connections — trust, engagement, and meaningful resonance with people.
