In an exclusive interaction with PR Post, Sabarinath M, Founder and Managing Director of Passion 4 Communication (P4C), speaks at length about his transition from a journalism background to founding Passion 4 Communication. He discusses the initial challenges faced while setting up P4C and his approach to storytelling in PR to ensure it resonates with diverse audiences across various platforms. He also shares an example where strategic storytelling played a key role in the success of a PR campaign.Additionally, Sabarinath reflects on how Passion 4 Communication has adapted to regulatory changes in the communications industry over the years, his personal journey from journalism to entrepreneurship, and the key lessons he has learned along the way.What inspired you to transition from journalism at Economic Times and Hindustan Times to founding Passion 4 Communication (P4c) How has your journalistic background shaped your approach to PR?As a journalist, I was constantly engaged in high-impact activities?Çömeeting influential people, hearing big ideas, and always searching for that big-picture, front-page story. This intense exposure, especially while connecting with CEOs, began to seed the idea of entrepreneurship in my mind.At one point, I knew I wanted to create something impactful myself. Though initially unsure of the exact path, I recognized that communication?Çöparticularly narrative building?Çöwas an area ripe for innovation.The idea of creating a content-led communication company took shape over a few years, culminating in P4C. The goal was clear: to build the right narratives that elevate reputation. I believe the world runs on narratives?Çöevery major event or milestone is driven by the power of well-crafted customised storytelling. Can you tell us about the initial challenges you faced while setting up P4C, and how you overcame them?The biggest challenge was how do you make inroads into a market dominated by top players. But I was convinced with the content-led model. And you need constant guidance and motivation to validate your conviction. During the early days, the wisdom provided by business stalwarts navigated my path. I was inspired by Walmart founder Sam Walton?ÇÖs words: Adopt, adapt, commit to your business model and swim upstream. I constantly met prospective clients and spoke about our differentiated model in PR. The companies, who were looking for innovative ideas, signed on. Over the last ten years, we set new benchmarks like having dedicated content writers or creating hyperlocal strategies for consumer clients. So, how does P4C integrate a 360 degree communication strategy in this evolving media landscape?Brands are now looking for that ?Çÿexclusive partner?ÇÖ which can provide holistic communication. This is particularly true for growing companies. They want holistic strategies for milestone events like raising growth capital. We are aligned to this trend. Apart from PR, we have campaign managers, social media experts and boardroom strategists, positioning us to offer a bouquet of services. The idea is to provide a consolidated platform with specialists leading specific domains. At P4C, we aim to make sure that each channel contributes to a unified, impactful message. As a communication strategist and writer, how do you approach storytelling in PR to ensure it resonates with diverse audiences across various platforms? Can you share an example where strategic storytelling played a key role in the success of a PR campaign?Storytelling is crucial to shaping the narrative that aligns with a company?ÇÖs identity and growth stage. For a young company?Çölike a startup or mid-sized firm?Çöthe style is often more dynamic and reflective of the young promoters?ÇÖ approach.In contrast, for a well-established company, storytelling takes on a mature, nuanced approach. Messaging needs to reflect stability, experience, and integrity, adhering to best practices and reinforcing the company?ÇÖs credibility.We have worked with a gold-loan nbfc for over five years. When they entered a market dominated by a few traditional players, we identified the distinct elements in their business model. By emphasizing these unique facets in campaigns, we were able to position them as an innovative, differentiated brand in a conservative industry. What, in your view, are the most critical aspects of managing brand reputation during a crisis, and how do you coach your clients to navigate these situations while maintaining their reputation in the face of media scrutiny or public backlash?When a crisis strikes, our first step is to deep dive into the problem and craft key messages. We have to customise messages for different platforms. Guiding the client to align every stakeholder with the unified message is crucial. During a crisis, maintaining controlled, compliance-oriented narratives is essential.We aim to establish rapport by meeting editors and reporters to share context. This helps them understand the crisis, its root causes, and the company?ÇÖs plan to resolve it. In any crisis, transparency is the most powerful tool. With your experience, what trends do you foresee shaping the future of PR in the coming years?PR is undergoing rapid transformation. From being an important tool to manage reputation, it is gradually transforming into a business navigator. By offering research-based products, white papers, and insights, PR firms can become more comprehensive partners, helping businesses navigate an increasingly complex landscape. Godfather of AI and Nobel laureate Geoffrey Hinton has predicted that AI will become smarter than humans soon. The future of PR will hinge on how well we can capitalise on AI tools. At P4C, we are planning to develop technology-driven products to address this.How has Passion 4 Communication adapted to the regulatory changes in the communications industry over the years?Regulatory changes and governance practices have become integral to business operations; compliance isn?ÇÖt optional but a commitment to upholding the law of the land. For a PR organization, the primary responsibility is to develop strategies and internal protocols that ensure full regulatory alignment.In our organization, we align closely with the regulations of each client. Every piece of communication we release externally?Çöwhether to the media or the public?Çöis reviewed and approved by the client, ensuring strict adherence to their governance standards. Can you share a bit about your personal journey from journalism to founding Passion 4 Communication, and what key lessons you?ÇÖve learned along the way?I have started P4C without any business background. What I have learnt is managing a company involves four critical things. The most important aspect is building an institution. For this, the right people are crucial. While starting off, an industry veteran gave me valuable advice: hire people with hunger. I have strictly followed this. The best way to manage clients is to understand their aspirations, goals and customise strategies. Entrepreneurship is all about profitable growth. Having a pulse on the internal numbers and working towards profitability is the ultimate goal. I want to add one more focus area: take baby steps to do something for the planet.