We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken 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 and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Deepak Jolly, Director & Founder, Consocia Advisory, speaks at length about what inspired him to transition from corporate roles to founding Consocia Advisory, as well as the vision behind it. He further emphasises on crisis management, specific crises he has managed, key elements of effective reputation management for multinational companies, emerging trends in public relations, corporate communications, sustainability, and more.With a career spanning over 30 years in top multinational companies, could you share some pivotal moments or turning points that have shaped your professional journey?My career has had several such turning points which helped me to shape myself into a professional manager, whose integrity and accountability was unquestionable. Nothing can be better than on-ground training. I still remember that my day in late 80s started from meetings in the office and putting up a list of tasks I needed to accomplish during the day.At Hindustan Unilever, I built a solid grounding in understanding policy issues for the company and putting together a narrative for the government and media. The most memorable incident was when the company put together a crack team to lift managers from Doomdooma Tea Estates to safety when their lives were threatened and putting together a plan to communicate it effectively.Differentiating a crisis from an issue was another important learning in life. Responding to crisis has to be immediate but responding to an ongoing issue needs a long-term strategy and stakeholder engagement to resolve it. For instance, I got the opportunity to defend a campaign pushed by right wing group on MNC’s negligible contribution to India. This was perhaps one of the best learning experiences I have had in my career.At Coca-Cola India, I realised the value of collaborating with stakeholders and built a campaign supported by UN Habitat, executed by NDTV and Coca-Cola India. This was called NDTV Coca-Cola Support My School campaign. We ran this campaign for over 5 years with a single-minded focus on providing water and toilets in schools, especially for the girl child. It was an honour that Sachin Tendulkar became our brand ambassador for this project.What inspired you to transition from corporate roles at Coca-Cola and Bharti Airtel to founding Consocia Advisory? What challenges did you face during this transition?After 33 years of rich experience, I felt the knowledge and learning could be translated for many sectors and companies. Therefore, I connected with likeminded founders who supported this idea and thus, Consocia Advisory was born. The vision was to create a firm that could provide strategic guidance on reputation management, public advocacy, government affairs, crisis management, and CSR, among other areas.There were many challenges which I faced as a leader during this transition - including moving from a plush corporate lifestyle to the one of a frugal entrepreneur – responsibility for constructing and maintaining the business laid solely on my shoulders as well as my Co-Founders’. There were a lot of doubting Thomases who would say that you are the nth person in this vertical so how will you be different from them.So, we set up a task on ourselves to set up a goal, vision and, values and we believed in ourselves which led to the clients trusting us over others. One huge advantage we had was that we knew very well what the client wants and that became our cutting edge, we had abundant knowledge and a varied experience of over 100+ years as founders.What was the vision behind founding Consocia Advisory, and how has the company evolved since its inception?The vision was always to be an able and reliable partner during a time of need. Therefore, we called ourselves Consocia Advisory, which means a dependable partner.In a very short period, Consocia Advisory has advanced by leaps and bound with consulting for more than a hundred businesses across segments of Fintech, Food technology, Sports technology, Defense technology, Ecommerce and more. Besides traditional service areas, our firm has offered new solutions like sustainability services and crisis management providing our clients with efficient solutions to numerous issues in the constantly changing business environment.Today, the company has 50 people who are spread across India and is a pan-India company which is handling startups, VCs, different industry sectors and perhaps, the only firm which is specialised in building 3 industry associations and is managing them too.Crisis management is a crucial part of corporate communications. Could you share a specific crisis you managed and the strategies you employed to mitigate it?Earlier, I would say that if the companies did everything right, where is the question of a crisis in the company. However, crisis does not come knocking at your door, it just barges in. For instance, airline industry faces a crisis due to weather on an everyday basis. It’s the response which you send to all the consumers that matters. The thought behind the response and the commitment you make as a responsible company.As we have specialised, in crisis management for all sectors, it’s important to learn that it should have a great mitigation plan. Therefore, we are now go-to-consultants for crisis management manuals, training and disruption management for several industry verticals.During your 12 years at The Coca-Cola Company, you held various roles. What were some of the key projects or campaigns you led, and how did they contribute to the company’s success?The company gives a lot of importance to the public affairs functions, and I am glad I was able to contribute to correcting the perception about the company in my 10 years tenure as the Public Affairs and Communications Head.While working in The Coca-Cola Company, I managed several projects that changed the framework and the culture of the organization for the better. Of the campaigns, one was the NDTV Coca-Cola Support My School where the objective was to offer water and sanitation solutions in more than 1000 schools in India. This project also helped in increasing the quality of education by offering facilities that are needed for proper education needs but also helped in the branding of Coca-Cola organization as a company that is willing to help society.After spending a month and a half at Wharton, I shifted gears from a service function to an operations function as the head of Venturing and Emerging Brands. My first love has always been sales and this 2 years stint was indeed very enjoyable and fruitful.In your experience, what are the key elements of effective reputation management for multinational companies?Effective reputation management for multinational companies involves several key elements:Transparency: Having stakeholders’ trust through transparency to the customers, employees, regulators, and often the media as well is very important. This establishes trust and credibility especially in the event of the occurrence of an unfortunate event.Proactive Engagement: Interacting with stakeholders and identifying their concerns and expectations can be useful for the prediction of certain future problems and their prevention.Crisis Preparedness: Thus, the crisis management plan means that the firm can deal with any Crises without time being wasted due to lack of clear plans on how to handle any eventuality that may arise. This entails operational communication guidelines and a specific crisis management unit.Corporate Social Responsibility: Paying attention to social and environmental issues in organizational policies and practices brings a positive image and increases the organization’s compliance with stakeholder values.Consistency in Messaging: It is crucial to ensure that the company’s message within the different stages of the communication process consistently reflects the organizational values and mission to foster a unified brand image.What emerging trends in public relations, corporate communications and sustainability do you foresee in the next few years?In the coming years, several emerging trends are likely to shape the fields of public relations, corporate communications, and sustainability:Increased Focus on Digital and Social Media: The rise of digital platforms and social media will continue to transform the way companies communicate with their audiences. There will be a greater emphasis on real time engagement, personalized content, and data driven strategies.Emphasis on Authenticity and Transparency: As consumers become more discerning, there will be a growing demand for authenticity and transparency from companies. This will require organizations to be more open about their practices, values, and impact.Sustainability as a Core Business Strategy: Sustainability will increasingly become a central component of business strategy, with companies integrating environmental, social, and governance (ESG) considerations into their operations and reporting.Focus on Data Privacy and Security: With the growing importance of data in decision-making, there will be a heightened focus on data privacy and security. Companies will need to adopt robust measures to protect consumer data and comply with regulatory requirements.Rise of Influencer Marketing and Brand Advocacy: Influencer marketing and brand advocacy will continue to grow as powerful tools for building brand credibility and reaching new audiences. Companies will increasingly collaborate with influencers and brand advocates to amplify their message and create authentic connections with consumers.

From CrowdStrike’s update snafu to Disney’s Nullbulge nightmare, recent headlines underline a critical truth: technical glitches and cyber attacks can erupt in a PR inferno. But fear not, fellow communicators! In this feature report, Adgully delves into the art of crisis communication, equipping you with the strategies and tactics to navigate even the stormiest PR waters. Learn how to build trust, mitigate damage, and emerge stronger from the other side.What are the key takeaways from both the incidents?Thorough testing and validation processes are crucial before deploying software updates, especially in critical systems like cybersecurity, says Bhaskar Majumdar, Co-originator, CommsAdda. “Robust cybersecurity measures and continuous monitoring are essential to detect and mitigate breaches promptly, ensuring customer data protection. Effective communication strategies during such crises are vital to maintaining trust and transparency with stakeholders,” he says.Reflecting on the incidents involving CrowdStrike’s software update glitch and Disney’s data breach by Nullbulge, several pivotal lessons in crisis management emerge, says Priya Sharma, Co-Founder, PRZSM Communications. Firstly, she adds, these events underscore the necessity of robust crisis management plans.“Preparation enabled both companies to swiftly mitigate the impact. Secondly, the importance of transparent communication cannot be overstated. The timely updates from CrowdStrike and Disney played a crucial role in maintaining trust and controlling the narrative. Additionally, rapid response efforts were vital; CrowdStrike’s swift identification and rectification of the glitch, and Disney’s immediate actions to secure compromised data, were key in managing these crises. Lastly, these incidents remind us of the importance of learning from experiences. By conducting post-crisis analyses, organisations can identify vulnerabilities and refine their strategies, ensuring they are better equipped for future challenges,” Sharma explains.Effective crisis management in the digital age requires a combination of preparedness, rapid response, clear communication, and sensitivity towards affected parties, says Deepak Jolly, Founder and Director, Consocia Advisory.“Learning from incidents like CrowdStrike’s software glitch and Disney’s data breach helps companies enhance their crisis management strategies. This involves having detailed pre-crisis management strategies, including robust training and simulations drills, crisis communication plan, balancing transparency with sensitivity, and continuously improving policies and procedures. By adopting these best practices, companies can better navigate crises and maintain trust with their stakeholders,” Jolly adds.Deepak Jolly takes a look at what both companies did to resolve the crisis.CrowdStrike’s Software Update GlitchIncident Summary:What Happened: CrowdStrike, a cybersecurity firm, released a software update that caused system disruptions for their clients. Microsoft, which is helping customers recover, said in a blog post they estimate that CrowdStrike’s update affected 8.5 million Windows devices.Nature of the Issue: The update led to unexpected system behaviour, affecting clients’ operations severely.The Impact:Reputation Loss: CrowdStrike’s reputation as a reliable cybersecurity provider was tarnished. Clients trust cybersecurity firms to prevent disruptions, not to cause them.Financial Loss: The glitch likely resulted in operational downtime for clients, leading to potential financial losses and compensation claims.Client Trust: Trust is crucial in cybersecurity. The incident eroded client confidence and could deter potential clients.The Response:Immediate Communication: CrowdStrike quickly acknowledged the issue and provided frequent updates.Technical Resolution: They worked swiftly to roll back the problematic update and restore normal functionality.Client Support: Offers support to affected clients to minimize the disruption.Disney’s Data Breach by NullbulgeIncident Summary:What Happened: Disney experienced a data breach by the hacker group Nullbulge, compromising sensitive information. Nullbulge claimed responsibility for leaking over 1.2 terabytes of internal communications.Nature of the Breach: This breach allegedly includes sensitive information about upcoming projects, advertising campaigns, and even employee data.The Impact:Reputation Loss: Disney’s ability to protect customer data was questioned, undermining customer trust.Financial Loss: Financial repercussions included legal fees, fines, and compensation for affected clients, channel partners and other stakeholders, as well as costs to enhance security measures.Customer Trust: The breach could lead to a loss of customers, impacting brand loyalty and market position.The Response:Timely Disclosure: Disney promptly informed affected stakeholders and the public.Collaboration with the Authorities: Worked with law enforcement and cybersecurity experts to investigate and secure systems.CrowdStrike Falcon’s outage has significantly impacted businesses worldwide, says Ganapathy Viswanathan, independent communication consultant. Typically, he adds, technology crises are temporary and soon forgotten, but this incident has resulted in substantial losses for many companies. It exemplifies crisis management in the tech industry, he adds.“While some may mistakenly associate CrowdStrike Falcon with Microsoft, it is crucial to note that Microsoft’s reputation is also affected. CEO Satya Nadella has responded on social media, stating that they are providing technical guidance to restore the system. Transparency is essential now. Clearly stating the problem and providing a solution can prevent speculation and reassure the public. Setting up a dedicated helpline for technical support and monitoring online platforms to address queries promptly will also be beneficial,” Viswanathan adds.Best practicesWhat are the essential elements or best practices of an effective crisis management plan in the digital age?Priya Sharma is of the opinion that an effective crisis management plan in today’s digital age must be comprehensive and dynamic. She suggests that it is crucial to have a dedicated crisis communication team with clearly defined roles and responsibilities. This team, she adds, should utilize advanced monitoring tools to detect potential issues early, allowing for proactive measures.“Developing clear communication protocols ensures both internal and external messages are consistent and accurate. Engaging key stakeholders with regular updates and addressing their concerns promptly is essential. Preparing media statements in advance and designating spokespersons for press interactions help maintain a unified message. Regular crisis simulations and training sessions keep the team prepared and responsive. Post-crisis evaluations are equally important, as they allow organisations to identify strengths and areas for improvement, ensuring the crisis management plan evolves and improves continuously,” she says.In today’s digital age, says Bhaskar Majumdar, effective crisis management plans must encompass key elements and best practices.Preparation and Planning: For instance, CrowdStrike’s incident highlights the critical need for thorough testing and validation before rolling out updates to vital systems.Timely Response and Communication: An example is Disney’s swift and transparent handling of the Nullbulge data breach, demonstrating the importance of promptly informing and maintaining transparency with affected parties.Transparency and Accountability: Equifax’s data breach serves as a cautionary tale, illustrating the severe consequences of delayed disclosureTransparency with sensitivityHow can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?According to Bhaskar Majumdar, companies can balance transparency with sensitivity to affected parties during a data breach or technical crisis by:Promptly disclosing the incident with clear and factual information.Acknowledging the impact on affected individuals or customers.Providing regular updates on the investigation and remediation efforts.Offering support and resources to those affected, such as identity protection services.Respecting privacy by not disclosing unnecessary details that could further compromise security or cause undue alarm.According to Deepak Jolly, essential elements of an effective crisis management plan in the digital age are:Pre-Crisis PreparationRisk Assessment: Regularly assess potential vulnerabilities and threats within the organization.Training and Simulations: Conduct regular drills and training for employees, including both technical response and communication strategies.Crisis Communication Plan: Develop a comprehensive plan that includes:Designated Spokespersons: Identify key personnel to communicate with the public and media.Communication Channels: Establish primary and backup channels (e.g., social media, press releases, customer emails).Messaging Framework: Create templates and guidelines for consistent messaging.Incident ResponseImmediate Action: Quickly contain and mitigate the issue to prevent further damage.Internal Coordination: Ensure seamless communication among internal teams (IT, legal, PR, customer support) for a unified response.External Communication:Timely Updates: Provide frequent, transparent updates to stakeholders.Clear Language: Use plain language to communicate with non-technical stakeholders.Own the Mistake: Acknowledge the issue and take responsibility.Post-Crisis ManagementEvaluation and Learning: Conduct a thorough post-mortem analysis to understand what went wrong and how to improve.Policy Updates: Revise and strengthen policies and procedures based on lessons learned.Customer Support: Offer ongoing support and remediation to affected customers.Balancing Transparency with SensitivityClear and Honest Communication:Timely Updates: Provide regular updates as the situation evolves.Avoid Jargon: Communicate in plain language for better understanding.Acknowledge Mistakes: Own up to errors and explain corrective measures.Sensitivity to Affected Parties:Personalized Communication: Reach out to affected customers individually when possible.Support Services: Provide resources such as hotlines, FAQs, and compensation if applicable. Offer support like free credit monitoring or identity theft protection.Privacy Considerations: Ensure that communication respects privacy and does not disclose further sensitive information.Balancing Act:Transparency: Be open about the nature and extent of the breach or glitch without causing unnecessary panic. Provide facts and avoid speculation.Sensitivity: Show empathy and understanding towards affected individuals and their concerns.How can companies balance transparency with sensitivity to affected parties during a data breach or technical crisis?Best Practices in Crisis CommunicationProactive Monitoring: Utilize tools to monitor for potential issues and respond before they escalate.Unified Messaging: Ensure all communications are consistent and come from authorized spokespersons.Stakeholder Engagement: Keep all stakeholders informed and engaged throughout the crisis. This includes employees, customers, partners, and regulators.Crisis Team: Have a dedicated crisis management team with clear roles and responsibilities. This team should be trained to handle various crisis scenarios.Post-Incident Review: Conduct a comprehensive review and update the crisis management plan regularly. Learn from each incident to improve future responses.Balancing transparency with sensitivity during a data breach or technical crisis is crucial for maintaining trust and credibility, says Priya Sharma. “Timely disclosure is essential; affected parties should be informed as soon as possible with clear and concise information about the incident and its impact. Demonstrating empathy towards those affected and offering support and resources helps manage the situation effectively. Ensuring all communication is accurate and factual avoids speculation and misinformation. Regular updates on the progress of resolution efforts maintain transparency. Respecting the privacy of affected individuals is also important, avoiding unnecessary disclosure of personal information. By following these strategies, companies can effectively address concerns while maintaining a positive relationship with their stakeholders,” Sharma adds.Priya Sharma feels that social media plays a vital role in crisis communication, offering both challenges and opportunities. Companies can leverage social media effectively by providing real-time updates, keeping stakeholders informed and engaged.“Engaging with the audience by responding to queries and concerns promptly demonstrates responsiveness and care. Monitoring social media sentiment helps gauge public reaction and adjust communication strategies accordingly. Consistency in messaging across all social media channels is crucial to avoid confusion and maintain credibility. Honesty and transparency in social media communications, addressing issues directly, and acknowledging mistakes when necessary are also critical. By implementing these strategies, companies can effectively manage crises in the digital age, maintaining trust and minimizing reputational damage,” she concludes.

Industry leaders from the country’s media, marketing and communications converged for the 4th edition of IMAGEXX Summit and Awards 2024, Adgully’s premier PR industry event, which was held on July 18, 2024 at the Holiday Inn, Aerocity, Gurgaon. In a short span of time, IMAGEXX Summit and Awards has been recognized as the PR industry’s go-to event.The Summit concluded with a fireside chat between Deepak Jolly, Founder and Director, Consocia Advisory and Deepali Naair, Group Chief Marketing Officer, CK Birla Group. The topic of the discussion was ‘Synergizing Marketing and Communication: Creating a Unified Strategy for Success’.Deepak Jolly commenced the discussion by speaking about his own experience, and added, “When marketing and PR work in tandem, the results are absolutely phenomenal.”Sharing her views, Deepali Naair said, “I personally believe that marketing and corporate communications should be very well integrated. That’s when the brand narrative, the company narrative, the corporate narrative can come together. We have seen this especially in the last ten years, when digital, social, digital assets that you build, are all coming together, and it has become a very interactive world with your audiences. The way we do the narratives, the execution and the amplification of the narrative have completely changed.”Speaking about the challenges of maintaining the synergy between marketing and PR, Naair noted, “The challenge is that you do not have too many senior people who even think about it or believe it. If you look at the seat on the table, marketing itself may not have a seat on the table. In a lot of boards, in a lot of places, marketing themselves sometimes do not even report into the CEO. And after that the corporate communication professionals, who are hired by the organization may not even have that much seat on the table.”According to her, “The issue is that you need to create a place in the heart of the marketing professional and then that person also needs to have a seat on the table. I think it’s a double whammy in that sense.”

Winners of the fourth edition of IMAGEXX Awards 2024 were felicitated amid loud cheers at a glittering ceremony in Gurugram yesterday (July 18, 2024). This year saw over 35% increase in the number of entries received from agencies and corporate across the country.Adfactors PR walked away with the top honours this year, being adjudged PR Agency Of The Year.Kaizzen won the PR Agency Of The Year award (Jury’s Choice), while PR Professionals was declared PR Agency Of The Year (Adgully’s Choice).Best Independent PR Agency Of The Year was Media Mantra. The Right PR was declared Emerging PR Agency Of The Year.Candour Communications walked away with the Specialist Consultancy/ Firm Of The Year award. Teamwork Communications Group won the award for Specialist Consultancy/ Firm Of The Year (Jury’s Choice), while Genesis BCW was adjudged Specialist Consultancy/ Firm Of The Year (Adgully’s Choice).Deepak Jolly of Consocia Advisory was declared Communicator Extraordinaire Of The Year.

Amidst the spread of misinformation in today’s digital age, The 23 Watts, a new-age communication consulting firm, has released a report exploring the relationship between Delhi Youth, notably Generation Z (Gen Z), and ‘fake news’. The report, titled ‘Truth Be Told’, examines how the digitally native Gen Z perceive, consume, and navigate the complexities of misinformation. With over 1,200 respondents aged below 25 years across Delhi-NCR, ‘Truth Be Told’ covers three broad areas: the influence of misinformation, the experience of encountering fake news, and the youth’s opinions on who is responsible for the fake news epidemic.The methodology applied in the report was verified by Vijay Ganesan, former Director of Analytics & Data Strategy, Europe at Kantar. According to a recent Global State of the Media survey, approximately 58% of journalists cited ensuring content accuracy as their number one priority, ranking above exclusivity.In response to the increasing spread of misinformation, platforms like X (formerly Twitter) have implemented new policies to restrict the amplification of disinformation, especially during crises such as armed conflicts and civil unrest. This policy, created in response to Ukraine’s invasion by Russia, aims to hide potentially damaging assertions behind warning messages and limit their visibility in the Home timeline, Search, or Explore sections.Also read:The many tools in PR professionals’ arsenal to fight misinformation crisesPR professionals play a crucial role in addressing misinformation. Tarunjeet Rattan, Managing Partner, Nucleus PR, emphasized the importance of understanding data, its impact on the brand, and the timing and manner in which a brand should address a misinformation crisis. Rattan noted, “The PR team needs to spend their time understanding how to use this opportunity of being in the news to demonstrate the brand’s values and strengthen its reputation.”Deepak Jolly, Founder & Director of Consocia Advisory, highlighted the societal menace posed by fake news, which can destroy reputations and disrupt governance and industry. Jolly stated, “Fake news must be nipped in the bud as it has become a menace to society, governance, and industry, destroying the reputations of individuals at large. The culture of forwarding WhatsApp messages without verifying them must stop. There have been instances of fake news about individuals, companies, political developments, and different sectors. Personally, I always question the sender and ask them to delete the message after checking Google for real news. However, it is disheartening that many opponents in business and political rivalry resort to such fake news. For instance, there was recently a fake news story showing a Boeing 747 taking off from an aircraft carrier, which was widely circulated by friends and shared as an Instagram reel. When challenged, some of my learned friends admitted that they should have applied some common sense instead of simply saying ‘Wow’.”Jolly provided several tips to avoid falling prey to fake news:Increase your newspaper reading habits and regularly check major news channels for updates.Surround yourself with friends who have good reading habits and avoid habitual gossip mongers.Verify exaggerated news on social media using authentic websites and Wikipedia, and always check the source of the information.In an earlier interaction with Adgully, Jaideep Shergill, Co-Founder of Pitchfork Partners, had noted, “Where there is content, there is a possibility of misinformation and disinformation existing.” Shergill added that this concern is particularly critical in India, which ranked highest in a survey among experts during the recent World Economic Forum. In this complex landscape, the public relations industry can be a key player in combating or at least minimizing the spread of misinformation, with technology-driven tools serving as powerful allies in this journey.As misinformation continues to proliferate, PR professionals must develop innovative methods for verifying information and ensuring its accuracy before dissemination.Deepak Jolly emphasized the importance of trust and proactive communication: “Journalists and other stakeholders depend on many sources, including PR professionals, for authentic information. In the case of an accident, calamity, or business discontinuity, I often find articles stating that the spokesperson could not be reached or refused to comment, which lends credibility to the news item. A good PR professional should provide background information so that journalists do not misreport the incident. Often, bad news is avoided, and the response given is incorrect, leading to mistrust. Journalists may then seek information from other sources within the company. Building overall trust with journalists is crucial. You can only win their trust by being proactive, providing information in a believable manner with reliable sources, and ensuring that the journalist is not questioned about the authenticity of their sources during editorial meetings. In my four decades of handling external communication, my relationship with the media has remained exceptionally high. Many journalists still comment that their stories were authentic and that I never compromised on the information and its authenticity.”

Authored By Deepak Jolly, Director & Founder, Consocia AdvisoryThe dilemma many PR specialists face is whether to simply listen to the client or also guide them towards the right actions. Often, they succumb to the pressure of "the client is always right," which can lead to compromised planning and outreach to stakeholders.When defining the goal, vision, and mission of a PR agency, strong values are essential. Through internal deliberations, seven core values were identified to guide interactions with clients and stakeholders.The seven values are Integrity, Accountability, Passion, Co-Creation, Agility, Outside-in Approach, and Leveraging the Network. Let’s highlight the first five values, which are critical and bring out the best in PR.The first value is Integrity. Building relationships on honesty and trust is crucial. As the interface between the client and stakeholders, it is the PR professional's responsibility to convey the client's story accurately. Choosing clients carefully and ensuring a shared language and ethical principles are fundamental aspects of maintaining integrity.The second value is Accountability. Taking pride and ownership in deliverables, committed to achieving tasks with integrity within a given timeframe, is essential. Accountability means being answerable for actions and ensuring efforts align with the client's goals while maintaining ethical standards.Passion is the third and distinguishing value. Loving storytelling and reenergizing oneself daily to enjoy the work drives success and sets one apart from other PR consultants. Enthusiasm ensures a creative and dedicated approach to each project, making a meaningful impact.Co-creation, the fourth value, emphasizes the importance of working together to leverage each other’s strengths and ideas. PR does not exist in isolation, making this value crucial for professionals. Collaborating with clients and stakeholders fosters innovation and ensures that diverse perspectives are considered.Agility, the fifth value, underscores the importance of speed in execution. Honesty and transparency are critical, but so is the ability to act swiftly. In the fast-paced world of PR, being agile allows professionals to respond to changing circumstances and seize opportunities promptly.Most global companies are process-driven and seek PR and Public Policy support that understands ethics and compliance. Having worked in major corporations, the importance of the Code of Conduct (COC) and other policies, such as the Anti-Corruption Policy, is well understood. These guidelines are essential for PR professionals to adhere to, as large listed companies are always under scrutiny. Adhering to these policies ensures the maintenance of the highest standards of ethical conduct in all interactions.In conclusion, PR has become an extremely important function for any organization as it builds reputation. This reputation cannot be established unless the team operates with ethics as a guiding principle. Upholding ethical standards in PR is not just a responsibility but a commitment to fostering trust and credibility in every communication. Core values serve as the foundation for ethical PR practices, ensuring exceptional results while maintaining the highest standards of integrity and accountability.

The rise of artificial intelligence (AI) is revolutionizing various industries, and public relations (PR) is no exception. From automating routine tasks like media monitoring to enhancing content creation, AI promises to transform the way PR professionals operate. However, with these advancements come important ethical considerations that need to be addressed.As PR professionals integrate AI into their workflows, they must navigate challenges related to transparency, data privacy, and maintaining human creativity and judgment. The balance between leveraging AI for efficiency and preserving the authenticity of communication is delicate yet crucial.In this article, Adgully explores how AI is reshaping the communications industry, particularly PR. We delve into the ethical considerations, challenges, and strategies for ensuring the responsible use of AI technologies.Ethical considerations for PR professionalsAccording to Deepak Jolly, Founder & Director, Consocia Advisory, “AI is revolutionizing the PR industry by enhancing tasks such as content creation and media monitoring. Tools like ChatGPT provide inspiration, draft notes for clients on unique topics, and ensure information accuracy, making LinkedIn responses more cohesive and impromptu. AI assists in video content management, audience analytics, media analysis, and predictive analytics, offering valuable insights for strategic decisions. Additionally, AI aids in budgeting, speech-to-text applications, and influencer identification, streamlining PR processes. However, PR professionals must prioritize ethical considerations, such as data privacy, transparency in AI use, and avoiding biases in AI-generated content, to maintain trust and integrity in their communications.”Overcoming ethical hurdles in AI integration for PRChetan Mahajan, Founder & CEO, The Mavericks, pointed out, “AI is a double-edged sword in PR. While it offers incredible potential, untrained and inexperienced teams can misuse it, leading to suboptimal outcomes. It can replace inefficiencies, but is not a substitute for storytelling and creativity. AI provides speed and ideation, allowing our teams to focus more on building relationships and client servicing.”Mahajan further said, “One challenge we faced was ensuring the confidentiality of client data. To address this, we use only enterprise versions of AI tools, ensuring robust data security. Additionally, we train our large language models (LLMs) with proprietary knowledge to operate within strict guidelines of originality and creativity.”For Deepak Jolly, one major challenge in using AI responsibly within PR is ensuring data accuracy and security. He warned, “Inaccurate data can lead to misguided decisions, and data breaches can compromise client trust. AI dependency poses a risk, as over-reliance on AI can hinder critical thinking and lead to poor decision-making. For example, solely relying on predictive analytics could result in inaccurate predictions, as seen in the scenario of the World Cup’s last 30 balls of India VS South Africa. To navigate these challenges, PR professionals should adopt agnostic AI tools and develop their own guidelines to maintain control over decision-making. This balanced approach will help integrate AI effectively while upholding ethical standards.”Balancing AI efficiency with human creativity in PRJolly noted, “Balancing AI efficiency with human creativity in PR requires a strategic approach. AI tools can draft initial content, generate ideas, and analyze audience engagement, allowing PR professionals to focus on refining and personalizing messages. It is essential to view AI as a supportive tool rather than a replacement. For instance, AI can handle media monitoring and predictive analytics, while humans infuse content with creativity and emotional intelligence. Developing clear guidelines on AI usage and encouraging collaboration between AI outputs and human insights ensures authentic and engaging content. By leveraging AI for routine tasks and preserving human judgment for creative decisions, PR professionals can maintain this crucial balance.”Speaking about how his agency maintains this balance, Chetan Mahajan said, “At Mavericks, we view AI as an augmentative tool that enhances our capabilities. While AI can replicate certain aspects of creativity, its true value lies in its ability to support human ingenuity by providing data-driven insights and speeding up routine tasks. We ensure AI tools complement rather than replace human creativity by granting access to only experienced and creative team members first. This allows them to get accustomed to AI’s speed and ideation capabilities. Meanwhile, we continuously train our LLMs to be productive and not distractive.”He further said, “A key strategy is maintaining a learning and adaptive environment. Regular training sessions and workshops help our team stay proficient in both AI technologies and creative strategies. By fostering an environment where technology and human ingenuity coexist harmoniously, we can deliver content that is both efficient and profoundly engaging.”Citing an example, Mahajan said, “In a recent PR campaign, we used AI to analyze audience sentiment and identify trending topics. Our creative team then used these insights to craft compelling narratives, resulting in a highly successful campaign that resonated deeply with our audience. This synergy between AI and human creativity exemplifies our approach to leveraging technology while maintaining our core values of trust, transparency, and innovation.”