Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success. The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes. With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact. 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 this interaction with Adgully, Manali Pilankar, Associate Director of Corporate Communication, JM Financial Ltd, speaks about how the role of corporate communications has evolved in the financial services industry amid shifting investor expectations and regulatory changes. She shares insights on navigating market volatility, building a resilient corporate brand, and how AI and data-driven tools are shaping the future of communication in financial institutions. How has the role of corporate communications evolved within the financial services industry over the last few years, especially in the context of changing investor expectations and regulatory landscapes? Corporate communication acts as a bridge between a financial services company and their media, investor and communities. The fluidity of thoughts and strategic foresight of a corporate communication leader play a crucial role in setting, shaping and controlling the narrative, building positive image and securing stronger visibility in the earned media space -both in traditional and digital domains. The investors?ÇÖ expectations and regulatory landscapes are always evolving in tandem with the industry and market scenarios. These two aspects are beyond the control of corporate communications professionals. What we can best do is to continue building trust and credibility for our respective organisations and formulating consistent messaging. In today?ÇÖs dynamic communications landscape, corporate communications professionals need to leverage data and technology more to establish stronger connections with, and stakeholders. Beyond traditional media, we need to analyse media consumption habits closely and optimize the broader spectrum of earned media which includes podcasts, social media, and other digital channels to initiate meaningful conversations and build engagement. What does a typical day look like for a communications leader in a legacy financial institution like JM Financial? In a dynamic workplace scenario, a corporate communication leader needs to wear many hats ?Çô often all in a day. Each day is different from the other, with each bringing fair share of opportunities and challenges. On a given day, I step into the role of a Planner, Strategist, Media Expert, Mentor, Storyteller. A few things remain constant on a typical workday and for me, work starts well before reaching office. My early morning ritual involves scanning through important news and industry updates to stay attuned to what is happening in my sector, apart from sending follow-up communications to my team members and PR partners. I try to plan my day by picking up the thread from the discussions that happened the day before or ongoing tasks. Once in the office, I attend to media queries that often come with tight deadlines, plan the content for varied media platforms and hold check-in meetings with the team to track the work in progress across projects. My role also requires interacting with business teams and other cross functional stakeholders on a regular basis to ensure alignment. However, things are way different in the run-up to a major event and conference and my role requires meticulous collaboration and coordination. What I truly enjoy the most is the opportunity to be creative and explore new things and that is very satisfying. What strategies do you prioritize when communicating during times of market volatility or economic uncertainty? Communicating during periods of market volatility or economic uncertainty is a challenging proposition. Things are further compounded when you consider information overload through various media channels and decreasing attention span of the audience. In such times, communication demands a good balance of transparency, reassurance and proactive engagement. It is not just about managing messaging. It is about managing reputation and identifying media opportunities and turning them into the organization?ÇÖs favour. As a communication professional, I prefer to focus on open and honest communication to build trust with the internal or external audience especially during uncertain times. Building trust?Çöwhether with internal teams or external stakeholders?Çöbegins with consistency, creativity, and credibility. That has always been my guiding mantra. While acknowledging the uncertainty, one needs to leverage relevant spokespersons to share regular updates and provide solutions to reassure clients by detailing plans to navigate the uncertainty. Communications need to have clarity and intent. Finally, it is always advisable to focus on the long-term. While market volatility could be a short-term phenomenon, focusing on the long term and the big picture always instills confidence and helps in controlling the narrative. What are some of the unique challenges and opportunities in building and sustaining a corporate brand? At JM Financial, we treat brands both as an asset and a key growth enabler.Hence, our efforts have always been on building a vision that strikes a chord with all stakeholders. However, a brand that has stood the test of time goes through multiple challenges related to visibility, perceptions, consistency across communication channels, to name a few. We address these aspects through cohesive messaging, purposeful brand narratives that reflect our core value and long-term vision. One of the key challenges is maintaining consistency across varied channels and touchpoints. For a brand to resonate with employees and other stakeholders, it has to reflect the company ethos and the process begins with internal alignment. Ensuring that employees at every level understand and live the brand is essential for delivering a consistent brand experience. Equally important is to keep pace with technological advancements and shifting client expectations, and lastly, creating key brand differentiators to stand out in a dynamic market. However, these challenges come with many opportunities. A well-defined brand can build long-term trust, which is the foundation of client relationships in financial services. We are in a unique position to also leverage thought leadership to further deepen our brand presence. In today?ÇÖs always-on digital ecosystem, how do you manage real-time engagement while safeguarding the brand?ÇÖs reputation? A brand?ÇÖs greatest asset is its reputation and the process of safeguarding reputation is increasingly becoming complex on the back of social media comments and reactions, market speculations, etc. For companies in the financial services space, these elements cannot be ignored, as they have the potential to adversely impact stakeholder?ÇÖs trust and brand equity. In our organization, we align our communication strategies with the digital first media landscape. In this era of two-way engagement, we engage with our internal and external stakeholders proactively to address their queries effectively. I think that?ÇÖs an effective way to prevent any speculation from spreading further. Digital transformation of the communication landscape has unlocked myriad opportunities to engage meaningfully with the audience. We embrace those opportunities to create a deeper connection and strengthen our reputation. How do you see AI and data-driven tools influencing the future of corporate communication in financial institutions? AI and data-driven tools are revolutionizing the way content and communications are strategized and delivered. For instance, AI tools are used to analyse communication patterns to extract valuable insights. These tools also help in tracking engagement level, employee feedback so that companies can strengthen their internal communication strategies. With the power of AI, we can now quickly distill long-format and complex content into concise and easily digestible infographics for social and digital media platforms which in turn helps the audience stay informed without feeling overwhelmed ?Çô particularly useful during important national policy announcement days. In addition, AI-powered media monitoring tools offer real-time alerts to communication teams by scanning online news platforms so that communications teams can respond swiftly and make informed decisions.AI and data-driven tools are redefining speed, precision, and impact of modern-day corporate communications. Looking back, what have been some of your most defining career milestones and what leadership lessons have they taught you? I have had the opportunity to lead and contribute to several high-impact initiatives that have shaped my professional journey and delivered tangible results. One of the most rewarding milestones was successfully conceptualising and launching a new brand identity for a new business. This comprehensive exercise involved everything from crafting a distinctive brand name and logo to develop a full suite of digital and offline assets. Witnessing the brand come to life?Çöand more importantly, seeing the business growth that was directly attributable to our PR and marketing efforts?Çöwas incredibly fulfilling. Another highlight was spearheading the PR activities for the 50th anniversary of JM Financial. It was an honour to be part of such a milestone, ensuring that the communications captured the brand?ÇÖs legacy while aligning with its vision for the future. Each of these experiences has contributed to my growth, reinforcing the power of collaboration, storytelling and the importance of measurable impact. What advice would you give to young professionals looking to build a career in corporate communications within the BFSI sector? The BFSI sector is a competitive and highly regulated space, where trust, integrity, and transparency are non-negotiable. To thrive as a corporate communication professional, one must possess deep industry knowledge, critical thinking, adaptability, and strong crisis management skills. With regulations, product and service narratives and market dynamics constantly evolving, staying updated is the key to crafting narratives that resonate with media and audiences alike. The sector?ÇÖs fast-paced nature demands a mindset of continuous learning, through certifications or on-the-job experiences. At the same time, there should be a willingness to embrace new technologies that enhance efficiency and problem-solving capabilities. Equally important is the crisis management skills. Whether addressing reputational risks or client concerns, communication with clarity during high-pressure situations is essential to safeguarding the organisation?ÇÖs brand and stakeholder confidence.

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?ÇÖs 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?ÇÖs 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?ÇÖs 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?ÇÖs about how efficiently companies can use owned media, paid media and earned media to create positive perception towards their brands and control the brands?ÇÖ 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?ÇÖs 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?ÇÖs 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?ÇÖt 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?ÇÖt 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?ÇÖt 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?ÇÖs 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.