Each year on July 16, World PR Day offers a moment of global reflection?Çöa chance to celebrate how public relations has evolved from a tactical publicity tool to a strategic cornerstone of trust, influence, and culture. But in 2025, the relevance of PR has never been more urgent?Çöor more contested.Across boardrooms and newsrooms, algorithms and activist movements, the world is battling a trust deficit. From climate misinformation to corporate greenwashing, from AI-generated deepfakes to political polarization?Çöaudiences are skeptical, institutions are under scrutiny, and reputation is no longer a given. In this volatile climate, PR is no longer about ?Ç£good press?Ç¥?Çöit?ÇÖs about building truthful, transparent, and timeless relationships.As PR thought leader Justin Green, Global President of the International Public Relations Association (IPRA), aptly noted last year: ?Ç£Public relations is the ethical heartbeat of communication. It has the power to shape truth, counter disinformation, and elevate public dialogue.?Ç¥From Diana Fernandes?ÇÖ view of PR as the ?Ç£conscience-keeper?Ç¥ of organizations, to Upasna Dash?ÇÖs call to move from ?Ç£vanity to value?Ç¥, this year?ÇÖs reflections underscore how PR has outgrown the shadow of marketing to become a moral, strategic, and social force.On the occasion of World PR Day 2025, Adgully spoke to eight forward-thinking industry founders who are shaping the future of communications in India. Their voices echo a shared belief: that in a world where anyone can broadcast, credibility is the only currency that matters.As technology amplifies noise and the public grows weary of spin, these leaders are doubling down on meaning, trust, and truth. Whether navigating AI integration, cultural shifts, or crisis narratives, their work proves one thing:PR isn?ÇÖt about managing stories. It?ÇÖs about stewarding trust. ?Ç£We are no longer decorators of narratives. We are custodians of credibility?Ç¥ ?Çô Diana Fernandes, Founder & Group CEO, Bloomingdale Public Relations<img src='https://erp.adgully.me/artical_image\64b889ceefb978a8198c093300b0694e.jpeg' class='content_image'>For Diana Fernandes, World PR Day is more than a calendar milestone?Çöit?ÇÖs a conscious pause to reflect on whether PR professionals are genuinely making a difference or simply dressing up perception.?Ç£World PR Day is not just a day of celebration?Çöit?ÇÖs a day of reckoning. Are we doing the hard, often uncomfortable work of building trust, or are we still caught in cosmetic storytelling? In a world where people question everything?Çömedia, institutions, corporations?Çöour job is no longer to ?Çÿspin?ÇÖ stories, but to unearth what?ÇÖs real and meaningful. I believe PR is now the conscience-keeper of organizations. We belong at the table not just when things go wrong, but when purpose is being defined, when societal impact is being measured.?Ç¥On the role of AI, Diana sees it not as a disruptor but a clarity-enabler: ?Ç£We embrace AI as a filter?Çöit handles the noise, so we can focus on the nuance. At Bloomingdale, AI supports efficiency: real-time monitoring, data parsing, first drafts. But it is empathy and human insight that carry the message across the line. Machines can draft, but only humans can understand pain, hope, irony, and aspiration. Especially in crisis or cultural moments, communication needs a soul. And AI doesn?ÇÖt have one.?Ç¥ ?Ç£PR is no longer about visibility. It?ÇÖs about credibility in a world of collapsing trust?Ç¥ ?Çô Aman Dhall, Founder, CommsCredible<img src='https://erp.adgully.me/artical_image\2bd5e9a5145e7bcf6c91f22b3f4c9638.jpeg' class='content_image'>Aman Dhall offers a sharp reminder that communications today must serve deeper goals than headlines or impressions. ?Ç£World PR Day is a timely moment to reflect on the responsibilities we hold. Strategic communications must help institutions articulate not just what they sell?Çöbut what they stand for. We?ÇÖve worked with clients in sectors like housing finance and public policy, where the challenge isn?ÇÖt media coverage?Çöit?ÇÖs navigating mistrust, exclusion, and fear. That?ÇÖs where PR must act as a societal interpreter, not just a brand megaphone.?Ç¥He?ÇÖs clear about AI?ÇÖs role: ?Ç£We treat AI as a collaborator. It scales the ?Çÿwhat,?ÇÖ but the ?Çÿwhy?ÇÖ still belongs to us. In one campaign for a heritage fragrance brand, we used AI to identify scent-language trends globally. But the breakthrough came from a perfumer who told us, ?ÇÿScent is memory.?ÇÖ That insight couldn?ÇÖt have come from data. It came from empathy. That?ÇÖs the gap only humans can fill.?Ç¥For Aman, the future of PR lies in ?Ç£narrative design?Ç¥?Çöarchitecting trust across moments, mediums, and stakeholders. ?Ç£In a world of scrutiny, clever communication won?ÇÖt cut it. Clarity will?Ç¥ ?Çô Akshaara Lalwani, Founder, Communicate India<img src='https://erp.adgully.me/artical_image\8ddb3a75ce3d99a9651933966863ffed.jpeg' class='content_image'>Having shaped communications for over 15 years, Akshaara Lalwani sees World PR Day as a chance to return to the basics: integrity, empathy, and meaningful engagement. ?Ç£The world around us has changed?Çöinstitutions are under scrutiny, misinformation spreads faster than facts, and the audience is alert, vocal, and unforgiving. In this climate, our job isn?ÇÖt to sugarcoat?Çöit?ÇÖs to simplify, anchor, and humanize. PR has become the space where brand action is held accountable to public expectation.?Ç¥She adds: ?Ç£We?ÇÖre no longer the ?Çÿexecution team?ÇÖ waiting for a brief. We?ÇÖre strategic partners guiding leadership and culture. When a brand faces a crisis?Çöor an opportunity?Çöwe?ÇÖre the voice asking: Is this aligned with who we say we are??Ç¥On redefining PR within the marketing mix: ?Ç£Today?ÇÖs audiences don?ÇÖt separate a press article from an Instagram post or a podcast interview. What matters is consistency and coherence. Our job is to help brands show up?Çönot just loudly, but authentically. Whether it?ÇÖs building movements or diffusing tensions, we help brands stay grounded in their values.?Ç¥?Ç£Trust is the lifeblood of society. And PR is its circulatory system?Ç¥ ?Çô Rishi Seth, Founder & CEO, Evoc<img src='https://erp.adgully.me/artical_image\a01a7cb4c2bb7a6a49f503676dcc26e3.jpeg' class='content_image'>For Rishi Seth, World PR Day is a celebration?Çöbut also a stark reminder of the gravity of their role. ?Ç£We live in a time where foundational trust is eroding?Çöin media, government, even science. Yet societies cannot function without trust. That makes our job as PR professionals far more complex?Çöand far more essential. We must now identify where trust lives, how it shifts, and how to help clients earn it, not just claim it.?Ç¥Seth is pragmatic about AI: ?Ç£It?ÇÖs already helping with efficiencies?Çöcontent creation, monitoring, sentiment analysis. But persuasion, influence, and coalition-building are deeply human acts. AI might catch up to average performance soon, but elite storytelling, emotional foresight, and intuitive judgment remain human territories. That?ÇÖs where the real future of PR lies.?Ç¥ ?Ç£PR is no longer behind the scenes. It?ÇÖs at the helm of shaping culture and commerce?Ç¥ ?Çô Sonalika Pawar, Founder, Bold and Beyond<img src='https://erp.adgully.me/artical_image\2079cdb484ed659afb4f14d8e089d012.jpeg' class='content_image'>For Sonalika Pawar, PR today is inseparable from social consciousness and brand authenticity.?Ç£World PR Day is a chance to celebrate a function that has quietly powered some of the most meaningful shifts in how people view brands, institutions, and themselves. From equity and sustainability to creator culture and digital communities, PR is no longer support?Çöit?ÇÖs strategy.?Ç¥She?ÇÖs passionate about correcting a long-standing myth:?Ç£People still think PR is media coverage. But the real work happens before the headline?Çöin crafting ideas, shaping values, and building lasting relationships. The best campaigns don?ÇÖt chase clippings. They build conversations that evolve and endure.?Ç¥ ?Ç£Trust isn?ÇÖt given. It?ÇÖs earned?Çöover time, across channels, and under scrutiny?Ç¥ ?Çô Komal Lath, Founder, Tute Consult<img src='https://erp.adgully.me/artical_image\4f0a9f81f65ef1065efbda09f36c8c6f.jpeg' class='content_image'>Komal Lath underscores the expanding scope of public relations in 2025, especially in an age of AI-generated news and fragmented platforms.?Ç£PR has moved beyond managing reputations to actively building them. In today?ÇÖs digital ecosystem, everything is real-time. People expect brands to engage meaningfully, respond quickly, and stay accountable. That?ÇÖs no longer a media function?Çöit?ÇÖs a cultural responsibility.?Ç¥On myths about PR, Lath says: ?Ç£The idea that PR is just about press releases is outdated. PR today spans owned, earned, paid, and experiential spaces. It?ÇÖs about being seen, but more importantly?Çöbeing trusted. And that takes strategy, consistency, and care.?Ç¥ ?Ç£We?ÇÖre moving from vanity to value. From optics to outcomes?Ç¥ ?Çô Upasna Dash, Founder & CEO, Jajabor Brand Consultancy<img src='https://erp.adgully.me/artical_image\00255928db7c7a4e030697a5c8dad8b4.jpeg' class='content_image'>Upasna Dash believes World PR Day 2025 represents a new era?Çöone where communications is no longer a bolt-on function, but a foundational pillar of modern business. ?Ç£PR is shaping not just brand perception but policy discussions, investor sentiment, and public accountability. That?ÇÖs why communications teams now sit at decision-making tables. We?ÇÖre helping organizations navigate complexity with clarity, credibility, and compassion.?Ç¥And yet, she notes, the old myths persist: ?Ç£People still reduce PR to ?Çÿgetting your name out there.?ÇÖ But true PR is about consistent, values-driven storytelling. It?ÇÖs about how a company shows up when it matters most?Çöduring a crisis, a launch, or a moral choice. The power of that work is compounding, not cosmetic.?Ç¥ ?Ç£PR isn?ÇÖt a shortcut to attention?Çöit?ÇÖs a long-term investment in meaning?Ç¥ ?Çô Ritika Garg, Founder & CEO, Avance PR<img src='https://erp.adgully.me/artical_image\6535617b61d73c94d78ef3b6e8e855e5.jpeg' class='content_image'>After five years leading Avance PR, Ritika Garg sees this World PR Day as a milestone in the maturing of India?ÇÖs communications industry.?Ç£We need to move beyond superficial metrics. Sure, logos in pitch decks look great?Çöbut the real value of PR is in building narrative equity. It?ÇÖs about giving voice to ideas, to underrepresented communities, to authentic brand purpose. And that takes intention, not just execution.?Ç¥On the most persistent myth, she says: ?Ç£That PR is all about being seen. The truth is, what?ÇÖs seen doesn?ÇÖt always stick?Çöwhat connects, does. Our job is to build credibility, not hype. That means digging deeper, listening harder, and staying relentlessly human.?Ç¥ From Storytelling to StewardshipThe voices of these eight leaders point to a profound truth: PR is no longer about shaping the story alone?Çöit?ÇÖs about shaping systems of trust.As World PR Day 2025 reminds us, public relations has emerged as one of the most future-facing disciplines in business, combining the rigor of data, the power of empathy, and the responsibility of conscience.In a world increasingly driven by technology but yearning for authenticity, PR is not only relevant?Çöit?ÇÖs irreplaceable. 

Singer India, a player in the sewing machine industry and a brand of US-based SVP Worldwide, has appointed Communicate India as its communications partner. This collaboration aims to elevate Singer India?ÇÖs brand presence, and drive visibility for key initiatives.With a 170-year legacy, Singer India continues to strengthen its market leadership by expanding its product portfolio, redesigning its retail footprint with the launch of its flagship store in Nehru Place, New Delhi, and introducing premium global brands like PFAFF and Husqvarna Viking to the Indian market.Communicate India, a full-service integrated communications agency, brings deep expertise in crafting impactful brand narratives for multinational corporations. Leveraging global insights and data-driven strategies, the agency will play a pivotal role in shaping Singer India?ÇÖs communication approach, driving engagement, and reinforcing its market positioning.With a proven track record of executing high-impact campaigns, Communicate India will lead Singer India?ÇÖs storytelling efforts, ensuring a stronger brand connection with consumers and stakeholders alike.Shalini Gupta Vachher, Head of Marketing and Communications of Singer India, said: ?Ç£As we continue our journey of growth and innovation, we needed a partner who shared our vision and enthusiasm. Communicate India stood out with their exciting and practical ideas, demonstrating a deep understanding of our brand and market dynamics. Their strategic approach aligns perfectly with our commitment to strengthening consumer engagement and brand leadership. We are confident that this partnership will help us amplify our story and make a lasting impact in the industry.?Ç¥Akshaara Lalwani, CEO of Communicate India, said: ?Ç£Singer India is more than just a brand?Çöit?ÇÖs a legacy. To see an iconic name reinvent itself for the modern consumer is both exciting and inspiring. Our role is to ensure that this evolution is not just seen but deeply felt. By blending data-driven insights with storytelling that resonates, we aim to amplify Singer India?ÇÖs new chapter while honouring its rich history. It?ÇÖs not just about visibility; it?ÇÖs about making a lasting impact in a market that values both heritage and innovation.?Ç¥ This partnership marks a significant milestone in Singer India?ÇÖs branding and communication strategy, reinforcing its commitment to innovation, customer-centric solutions, and industry leadership.

The 2024 edition of CMOs?ÇÖ Charcha ?Çô Bengaluru Chapter successfully brought together the country?ÇÖs top marketing leaders to chart the future course for India Inc. Since its inception, CMOs?ÇÖ Charcha has evolved into a respected forum, with chapters in Delhi, Mumbai, Kolkata, and Bengaluru. This year?ÇÖs edition, held onSeptember 25, around the theme, ?ÇÿRevolutionising Marketing: The Fusion of Data, Creativity, and Technology?ÇÖ. The summit explored how the integration of data, creative innovation, and advanced technology is transforming the marketing landscape.In an engaging panel session moderated by Akshaara Lalwani, Founder and CEO of Communicate India, industry leaders gathered to discuss the evolving dynamics of public relations (PR) and crisis management in today?ÇÖs digital era. Featuring prominent voices from real estate, fintech, fashion, and alcoholic beverage sectors, the session delved into the critical balance between traditional and digital media, with a focus on crisis management, audience engagement, and brand narrative building.Poornima Gulati, Associate Director of PR and Corporate Communications at NoBroker.com, emphasized on the importance of preparedness in crisis management. Although NoBroker.com has avoided major crises, she drew parallels with the infamous Maggi noodles controversy. She highlighted how Nestl???ÇÖs initial silence allowed the crisis to escalate.?Ç£One clear example we?ÇÖve all read about is Maggi. For one and a half weeks, nobody from their team interacted with the media. That silence amplified the controversy,?Ç¥ Gulati pointed out.In today?ÇÖs digital-first world, she noted, communication is no longer one-way. Social media has created a two-way dialogue, where consumers can voice their experiences ?Çô good or bad ?Çô instantly. A positive experience may reach ten people, but a negative one could reach hundreds, making it crucial for brands to be responsive and transparent.Nanda Padmanabhan, Head of Corporate Communications at BankBazaar.com, addressed the importance of consumer education in fintech. With financial products being both a necessity and an aspiration, consumer trust is paramount. BankBazaar focuses heavily on educating its diverse demographic about the safety and efficacy of its products.?Ç£For us, it?ÇÖs about detailed audience segmentation and reaching them with the right information, in the format they prefer to consume,?Ç¥ said Padmanabhan. The company uses both traditional and digital media, ensuring they cater to Gen X through print and older formats, while Gen Z and future generations like Gen Alpha require entirely new communication approaches.Sipika Khandaka, Director and Head of Corporate Communications at Myntra, shared her insights on how traditional PR remains central to building narratives, even as digital platforms gain prominence. She emphasized the need to understand the target audience and where they consume content, and how those preferences dictate PR strategy."For instance, for Gen Z you may need to go to the digital spaces they frequent, even if those platforms are niche, and use content formats they resonate with the best" Sipika said.She elaborated on Myntra?ÇÖs approach to blending the two worlds. "Our focus is to create an emotional connection with our consumers. While traditional media helps in shaping broader narratives and perceptions, digital media enables brands to be more agile and experimental. Social media, for example, allows brands to communicate directly with the audience and respond to feedback instantly. It's an opportunity to humanize the brand, show personality, and stay relevant."Sipika emphasized that balancing traditional and digital media is key to ensuring that a brand?ÇÖs message resonates with different segments of its audience, depending on the context. "The key is to create a symbiotic relationship where both contribute to the overall brand narrative."Representing Bosch, Shakambhari Thakur, General Manager of Corporate Communications, explained the complexities of managing a brand with multiple business divisions, from mobility to consumer appliances. For Bosch, reaching varied stakeholders requires a multi-channel strategy, particularly when launching new initiatives, like their smart campus.?Ç£During our 100-year celebration, we used cross-pollination strategies, engaging nano-influencers to lend credibility to our smart solutions. By leveraging both traditional media and nano-influencers with high engagement rates, Bosch created a deeper connection with their audience,?Ç¥ Thakur shared.Puja Asopa, Head of Corporate Communications at United Breweries Ltd., tackles the unique challenges of marketing in the highly regulated alcohol beverage industry. With restrictions limiting direct consumer engagement, United Breweries has found innovative ways to create buzz. She cited the launch of their new beer, Queen Fisher, which combined traditional PR efforts with celebrity influencers and social media.?Ç£Despite the challenges, we created significant buzz through a red-carpet-style event, complete with social media influencers and paparazzi. It wasn?ÇÖt just about traditional media, but the amplification through digital channels that created a lasting impact,?Ç¥ Asopa explained.Concluding the session, Tinu Cherian Abraham, Director and Head of Global PR & Media Relations at UST, underscored the need for collaboration between traditional and digital media. He dispelled the misconception that the two are in competition, stating that they are, in fact, complementary.Abraham shared a compelling example from his time at Ola, where a humorous tweet by a popular influencer led to a creative, personalized response from the brand. The tweet went viral and was subsequently picked up by traditional media, demonstrating the synergy between digital engagement and traditional coverage.Wrapping up the session, Akshaara Lalwani posed an intriguing question: ?Ç£Is PR a part of your content strategy, or is it the other way around??Ç¥ This left the audience reflecting on the changing role of PR in shaping not just media conversations but the overall brand narrative.The session highlighted the importance of agility, innovation, and collaboration in today?ÇÖs PR landscape, where both traditional and digital channels play vital roles in shaping public perception and driving business success.

Authored by Akshaara Lalwani, Founder & CEO, Communicate IndiaThe global PR market surpassed 100 billion U.S. dollars in 2022 and is projected to grow by one-third within five years. Public relations, or "PR," involves the strategic communication efforts of an organisation to shape its public image and respond to public discourse. There's an old saying: "Advertising is what you pay for; publicity is what you pray for." But is it really about prayer, or is there a strategic process behind achieving great publicity? Well, this all comes down to one word- Networking! According to a recent survey, 80% of PR professionals believe that networking is crucial for their success. The PR industry flourishes on the strength of relationships, connections, and collaborations; and networking is the key element that brings these aspects together. Building Authentic RelationshipsNetworking in PR is all about creating and nurturing genuine relationships. It goes beyond the surface-level exchange of business cards and LinkedIn connections; it's about developing deep, meaningful bonds with peers, clients, journalists, influencers, and other industry stakeholders. These relationships are essential for collaboration, knowledge sharing, and mutual support. When you have the right connections, you gain access to their expertise and resources, significantly boosting your PR efforts.For instance, strong connections with journalists and media professionals can greatly increase your chances of securing media coverage. A direct line to a trusted journalist can transform a typical press release into a featured story. Similarly, relationships with industry experts provide invaluable insights and advice, keeping you ahead of market trends.Gaining Access to Valuable ResourcesEffective networking opens doors to a plethora of valuable resources that can enhance your PR strategies:Media Databases: Personal connections with journalists and media professionals can give you access to media databases that are far more effective than impersonal pitches.Industry Reports: Networking with industry insiders can grant you access to exclusive reports, market insights, and competitor analyses that inform your PR strategies.Expert Advice: Attending networking events and conferences allows you to seek advice from experienced PR practitioners, gaining insights that guide your actions and decisions.These resources are helpful and often critical in crafting successful PR campaigns that resonate with your audience and achieve your goals.Gaining Industry InsightsNetworking is an essential means of gaining critical industry insights. By connecting with thought leaders and influencers at industry events or through online platforms, you gain access to firsthand knowledge about industry trends and best practices. This knowledge is crucial for tailoring your pitches to journalists and building stronger media relationships, ultimately increasing your chances of successful placements.Effective networking goes beyond mere conversation; it necessitates active listening. Understanding others' challenges and experiences can build genuine connections that position you as a supportive and insightful colleague. This empathy and mutual support enhance your reputation within the industry and make your network more effective.Advancing Your CareerNetworking is also a powerful tool for career advancement in PR. It can reveal unadvertised job opportunities and connect you with senior professionals who can provide mentorship and guidance. Strong professional relationships can lead to recommendations for promotions or new roles within your current organisation. Essentially, a robust network can significantly enhance your career trajectory by offering opportunities that might otherwise be inaccessible, instilling a sense of achievement and inspiring further growth.Mentorship, in particular, is invaluable. Learning from those who have successfully navigated the PR industry's challenges provides insights and advice that are instrumental to professional growth. A mentor can offer guidance on strategic decision-making, crisis management, and career development.ConclusionIn the evolving world of public relations, networking is beneficial and essential. It transforms good PR professionals into great ones by facilitating the building of authentic relationships, providing access to valuable resources, advancing careers, and offering critical industry insights. In a field where relationships are paramount, networking is the strategic process that ensures sustained success and growth. As the PR industry continues to expand, those who excel in networking will lead the way in shaping public perception and achieving lasting impact.  DISCLAIMER: The views expressed are solely of the author and PR POST does not necessarily subscribe to it.