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, Santanu Chakraborty, Corporate Communications Lead, BSE India, speaks at length about his approach to content strategy at BSE India, considering his background in financial media and communications. He discusses some unique challenges in creating content for a financial institution like BSE, his approach to building and maintaining strong relationships with stakeholders in the financial sector, the similarities and differences he finds between financial reporting and corporate communications, and how the financial media landscape has changed since he started. He also shares insights on the trends he sees emerging in the next five years.How do you approach content strategy at BSE India, given your background in financial media and communications? What are some unique challenges in creating content for a financial institution like BSE?The biggest challenge in creating content for a legacy enterprise is tailoring it to the audience. Every piece of content should have a hook, an establishment, a challenger, and a conflict. This is a recipe for shareable content – content that audiences can relate to. This approach is valid for writing in literature, media, or for a brand. In most top-down organizations, the scope for storytelling is limited as decision-makers often prefer to present data and supportive facts to drive business growth or manage stakeholders. There is very little appreciation for the end audiences and what they want to know. My work as a communications professional involves crafting content with the end audience in mind and sensitizing my leadership accordingly.Could you share your approach to building and maintaining strong relationships with stakeholders in the financial sector? What strategies have proven most effective?Maintaining transparent communication with timely, clear updates on market changes and policies builds trust. Key strategies include:Adopting stakeholder-centric content tailored to the specific interests of investors, regulators, and media to ensure relevance.Direct engagement by hosting forums and Q&A sessions with leadership to foster open dialogue and a sense of inclusion.Establishing investor education programs and publishing insights to position the exchange as an authority.Regular engagement with regulatory authorities to align on policies and reinforce compliance.What are your methods for identifying impactful trends? Can you share an example of a trend you identified early that had a major impact on the market or your organization?Data Analytics: Monitor market data and sentiment analysis for early signals.Industry Reports: Regularly review financial publications and sector reports.Stakeholder Feedback: Gather insights from discussions with investors and regulators.Competitive Benchmarking: Analyze peer strategies and market responses.Cross-Functional Collaboration: Engage with teams in risk, compliance, and product for broader trend perspectives.One of the things that I have done is conduct extensive research on the topic. I gathered a lot of data and anecdotes, paying attention to what common people are discussing. Based on that, I designed the brief for my creative agency to create various types of content, including reels, blog posts, posters, carousels, vignettes, and display ads. After that, I gave the agency complete freedom to experiment with storytelling. We won awards for our Mr. Mane video series on popular investor awareness in social media.Having experience in both financial reporting and corporate communications, what similarities and differences do you find between the two, and how has each helped you in the other?In both fields, you need to be a good storyteller. The major difference is that in financial reporting, you have the liberty to present a lot of data and facts, expecting the audience to make sense of it. In communications, however, we must tailor each story according to the audience and medium.How has the financial media landscape changed since you started, and what trends do you see emerging in the next five years?Since 2005, there has been a significant digital shift: traditional print media has declined, with a move towards digital platforms and real-time news, making financial information more accessible.Rise of Specialized Outlets: There is an increased demand for niche financial reporting, leading to a surge in dedicated finance and investment news platforms.Influence of Social Media: Platforms like Twitter and LinkedIn have become primary channels for quick, real-time financial updates and expert commentary.Emerging Trends:AI and Data-Driven Journalism: Expect AI-powered insights and data analytics to play a larger role in financial reporting.Content Personalization: More tailored content for individual investor preferences.Video & Short-Form Content: Growth in video content, especially short-form, as audiences seek concise, visual information.Influencer-Led Financial Insights: Increased reliance on financial influencers who provide insights directly to their followers.