The PR Post is excited to introduce its new column, PR ACE, dedicated to spotlighting young PR leaders and their journeys. In this edition, we feature Vidhi Shah, Co-Founder of Synapse PR. With 17 years of experience in public relations, Vidhi has evolved from roles in PR and corporate communications to launching Synapse PR, where she brought her vision of tailored, client-focused PR to life. In this engaging interview, Vidhi discusses the key lessons she?ÇÖs learned, pivotal career moments, and her approach to leadership and mentorship in the PR industry. She also shares insights into how Synapse PR develops bespoke strategies for diverse clients, the latest trends shaping Indian PR, and how AI will impact the future of public relations.How has your career evolved over the years, and what key lessons have you learned along the way?Over the past 17 years, I've progressed from working in PR and corporate communications to founding Synapse PR, where I turned my vision of bespoke, client-focused PR into reality. A key lesson I've learned is adaptability?Çöwhether it's changes in media, client needs, or new platforms, staying flexible has been essential. Building strong, long-term relationships has also been crucial, with trust and consistency being the foundation of success.Can you describe the defining moment in your career that shaped your approach to public relations?The defining moment came early in my career when I realized PR wasn?ÇÖt about following a set formula, but about crafting stories that truly resonate with audiences. A campaign we worked on transformed a small brand into a household name, showing me the power of authentic connections. This experience shaped my belief in a tailored, non-template-driven approach, which continues to guide Synapse PR today.What motivates you to mentor emerging professionals in the field of public relations? What advice would you give to young professionals who aspire to become leaders in the public relations industry?Having built Synapse PR from the ground up, I know the challenges first-hand, and want to share what I?ÇÖve learned to help others succeed. My advice to young professionals is to stay curious and always keep learning, as PR is constantly evolving. Also, building strong relationships is key?ÇöPR is a people-driven business, and those connections can greatly impact your career.Synapse PR has a diverse client base spanning various industries. How do you approach developing tailored PR strategies for clients in different sectors?At Synapse PR, we pride ourselves on NOT taking a one-size-fits-all approach. Each client comes with its own set of challenges, objectives, and industry nuances, which means every strategy we develop is bespoke. We begin with deep research to understand the industry landscape, competitors, and unique selling points of the client. For example, when we work with tech brands, we focus on innovation and thought leadership, while for lifestyle brands, the emphasis is more on aspirational storytelling. Our adaptability across sectors has been key to retaining clients for over a decade and more! What are the latest trends that define the Indian PR industry?The Indian PR industry is evolving rapidly, and several trends are shaping its future. First, the rise of digital PR and influencer marketing has taken centre stage. The focus has shifted from traditional media outreach to creating impactful, multi-platform campaigns that leverage social media and online influencers. Another trend is the sustainability and purpose-driven communication are also becoming more significant, with brands now expected to stand for something beyond just profits. Finally, the integration of content marketing with PR is playing a pivotal role, as brands seek to create more owned content that can be distributed through various channels.How do you think AI will impact the PR industry in the days ahead?AI will transform PR, particularly media monitoring, sentiment analysis, and content personalization, offering real-time insights and trend predictions. It will automate the repetitive tasks like report generation, freeing up PR teams for strategic work. However, AI won't replace the human touch?Çöcreativity, storytelling, and relationship-building will remain essential. The future lies in the collaboration between AI and human expertise for more innovative PR strategies.