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, Manali Pilankar, Associate Director of Corporate Communications, JM Financial, discusses her journey from Account Manager at Adfactors PR to her current role. She shares her insights on reputation management in today’s digital landscape, the impact of technological developments on communication strategies, emerging trends in corporate communications, and more.How has your journey from Account Manager at Adfactors PR to Associate Director of Corporate Communication at JM Financial shaped your perspective on corporate communications?My journey has been with lots of learning, unlearning and relearning so far, as the media landscape has been going through transformation and disruptions on the back of the digital technology revolution. However, the fundamentals of the corporate communications still remain the same, that is, to build and maintain a reliable and positive image of an organisation by highlighting its vision and mission and the actions being undertaken to achieve them, communicate effectively to all key stakeholders.However, its nature and format has gone through significant transformation. Instead of a unidirectional flow of information, corporate communication has become collaborative and participatory. Moreover, in this era of digital and new media, corporate communications professionals have the option to explore various formats of communication - podcasts, blogs, info-graphics, etc. - to send the message across.It’s also particularly satisfying to see this role evolve as a strategic function as you are the custodian for managing perception and building reputation of the organization.What are the most effective strategies for brand monitoring and reputation management in today’s digital landscape, especially considering your extensive background in PR?Brand monitoring in the era of digital media has become even more critical and challenging for the corporates, as they need not only to keep a tab on all possible communication interfaces or touch-points in the digital media ecosystem, but also to react faster. In addition, the interconnected nature of digital media has redefined the reputation management framework and dynamics as well. It’s about how efficiently companies can use owned media, paid media and earned media to create positive perception towards their brands and control the brands’ narrative, thus eliminating the possibility of any PR crisis and strengthening customer trust.The strategy to control the online narrative of a brand in the digital media domain has become multi-dimensional. Misinformation on social media results in uncertainty and as more people use these platforms to consume news. Therefore, it is imperative for companies to have a stronger ORM strategy. To build that agility in the time-critical social media ecosystem, one needs to deploy effective tools to track conversations and prepare a proactive response strategy.An effective reputation management mechanism helps companies categorize and respond to comments or feedback about their brands promptly. This helps prevent a negative online reputation from swelling into a larger threat that can potentially harm a brand’s positioning. Brand reputation monitoring allows organizations to stay informed about their industry trends and competitors. Companies can stay ahead of the curve and identify areas for improving their brand image through effective monitoring online and can gain key insights on how they are being perceived, as well as improve their products or offerings. A potent reputation management blueprint helps companies remain proactive and far-sighted.With the rise of AI-generated content, what do you think are the key implications for how listed companies interact with their stakeholders, including employees and customers?The use of AI-generated content is growing across sectors, as it’s cost-effective and facilitates quick turn-around. However, as things stand at the moment, one needs to use it perhaps as a starting point and refine it further to customize it to reflect the brand tone and voice. It can appear to be highly templatized if not edited properly before uploading.Artificial intelligence (AI) plays an enabling role in building a strong employee engagement with real-time feedback. As communication professionals, we constantly multitask and AI can be a great tool to research and add value if we do not let go of the human touch. It helps us enhance our skills, be more creative and productive.That said, loss of human interaction and data privacy are some key areas that leaders are concerned about. At a time when customers are increasingly becoming demanding, conversational AI at all crucial touch points can help develop proactive customer outreach and engagement.There should be a proper mechanism in place to make sure that content outputs are in line with the ethical and brand guidelines. Generating content through AI runs the risk of encountering issues like plagiarism, offensive tone, unconscious bias, etc.Responsible corporate communication professionals understand the adverse implications of using AI-generated content without adequate scrutiny. Credibility and accuracy are the two aspects which communications professionals should not compromise at any cost.As a corporate communication specialist, what responsibilities come with leveraging new tools and platforms, and how do you mitigate potential unintended consequences? How have technological developments influenced your communication strategies at JM Financial?A multifaceted approach is crucial for effective engagement internally and externally. While the digital platforms and technologies have redefined the ease, speed and habit of accessing or consuming information. The performance measurement metrics have also gone through changes. Being a corporate communication professional, I always keep my mind open to these changes. In fact, we can’t ignore the role of new-age technologies such as artificial intelligence, virtual reality, etc. in paving the way to create the desired impact in communications and developing strong engagement with the target audience. In a nutshell, there are three thumb rules one must follow. First, don’t take chances with AI-generated content. One should check accuracy and originality by verifying the sources. Second, while using generative AI, there is an urgent need to maintain data privacy. You just can’t use confidential information while using AI. Third, the team members need to undergo regular training to use AI tools responsibly.Internally, fostering transparent communication channels and regular updates on organizational developments can enhance employee morale and commitment. Creating avenues for feedback and suggestions further empowers the internal workforce. Internal communication needs to evolve, incorporating transparency, active listening, and nurturing open dialogue. Externally, organizations should leverage the rich experience and expertise of the communication and PR professionals to communicate a unique value proposition to clients and partners.At JM Financial, we embrace all the various communication tools/ software and formats to create engaging representation of narrative and information. Be it the info-graphic software, data visualization technique.Given the multifaceted nature of online reputation management today, how do you navigate the complexities introduced by social media and complicated algorithms?Navigating online reputation management (ORM) in the context of social media and complex algorithms involves implementing several key strategies. Effective ORM is vital for any brand’s credibility and long-term success. A proactive ORM strategy should start with active monitoring and listening to consistently track brand mentions across social media and review sites. Using tools like Google Alerts and social listening platforms, one can stay informed on how audiences perceive your brand in real-time. The next step is engagement. Responding to comments, both positive and critical, demonstrates that you value customer feedback and are committed to addressing their concerns. Apart from content creation, a communication professional needs to stay updated with Algorithm Changes which ensures that the brand's strategy aligns with the latest social media and search engine ranking factors for maximum visibility.In addition, there has to be a crisis management plan in place for handling negative publicity swiftly. The cycle of listening, engaging, and adapting is fundamental to building a resilient, respected brand reputation.Our team members leverage tools to keep an eye on the mentions of our brand across all major platforms. As a part of the proactive measure, we engage with the social media users on a regular basis by answering queries or thanking them for showing appreciation or support. We also try to maintain a consistent brand voice across platforms.What emerging trends do you foresee in corporate communications?The future of corporate communications will be shaped by purpose-driven narratives, where actions resonate louder than words. The shift from traditional messaging to action-based and impact-driven outcomes will strengthen brand integrity and deepen stakeholder trust, as companies increasingly demonstrate their commitment through measurable impact.There will also be a movement towards a humanized approach in corporate communications. Audiences value authenticity and emotional connection, seeking genuine interactions over polished statements. This trend opens new opportunities for PR strategists to engage audiences in meaningful, two-way dialogues that resonate on a personal level. By harnessing platforms that facilitate feedback, we create a feedback loop that informs and improves our strategies.Another defining element will be sustainability. Stakeholders expect transparency and substantial action. By demonstrating transparency and a commitment to sustainable practices, communications professionals can build a resilient brand rooted in trust and foresight.