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 edition, we speak with Neha Kandalgaonkar, Vice President & Head of Corporate Communications & PR, Procam International. With over 12 years in the sports communication space, Kandalgaonkar shares her journey and insights into how the narrative around sports events and athletes has evolved?Çöfrom traditional media relations to crafting holistic brand experiences. She also speaks about her experiences handling top sporting properties like the Hero Hockey India League and ICC tournaments, her milestones, key learnings, and advice for young PR professionals looking to make their mark in the dynamic world of sports and events communications. The Tata Mumbai Marathon has become more than just a race?Çöit?ÇÖs a movement. From a PR perspective, what has gone into shaping its identity as India?ÇÖs largest sporting platform for philanthropy? In PR, there?ÇÖs no clear starting point, and the finish line is never in sight. It?ÇÖs a constant search for stories that can break through the clutter and build brand mileage. We never focused only on the race or its sporting aspect. Luckily, running is a sport that inherently brings only positives: growing in impact and adding real value to cities and communities, whether in terms of health, social, economic, or cultural benefits. Our role in PR is to help bring these stories to the forefront, giving the right voices the right platform. Additionally, it wasn?ÇÖt just about highlighting the philanthropy aspect; we also closely worked with our NGO partners, helping them understand the nuances of PR, what works from a media perspective, and how they can market themselves for better reach and visibility. Over the years, how have your communication strategies evolved to reflect TMM?ÇÖs growth and impact across sectors like health, education, and community development? Over the past decade, the landscape of storytelling has become increasingly cluttered. The rise of social and digital media has led to a flood of content ?Çô commercial or misleading. In such a saturated space, authentic, positive, and impactful stories often struggle to find their place. This is where TMM stands apart. Far more than just a race, TMM has consistently driven tangible change, enhancing the city?ÇÖs health index, fostering social awareness through philanthropy, and positively influencing the youth. It encourages discipline, focus, and holistic well-being, subtly steering young minds away from negative influences toward a more constructive path. Our communication strategy has evolved in step with this growing impact. We focused on curating and amplifying narratives that highlight both the emotional and societal relevance of the event. By carefully balancing earned media with owned platforms?Çösocial media, influencer collaborations, event telecasts, and initiatives like Beyond the Finish Line?Çöwe?ÇÖve built a storytelling ecosystem that reflects the multifaceted nature of TMM. To deepen credibility and showcase long-term impact, we also commissioned a Socio-Health-Economic Impact Report in collaboration with the International Institute of Sports & Management. This has helped position TMM not just as an event but as a powerful movement at the intersection of health, education, and community transformation. Tell us more about the TMM Agro Forest Initiative. How do you weave environmental impact stories into the larger PR narrative of the marathon? At Procam, we?ÇÖve always believed in initiatives that create meaningful, long-term change. When we conceptualized the TMM Green Bib ?Çô An Agro Forest Initiative, our vision was clear: we didn?ÇÖt want to launch just another tree plantation drive. We sought something deeper?Çösomething that would transcend symbolism and have a tangible impact. With United Way Mumbai as our partner, we found an organization that shared this commitment. Together, we shaped a model rooted in environmental sustainability and community empowerment. The Agri + Horti plantation approach not only supports climate change mitigation, but also provides sustained livelihoods to farmers in Solapur. In just two years, the initiative has achieved the planting of 11,663 saplings, the restoration of 29.7 acres, and the raising of over Rs 74 lakh for the local community. Each tree costs Rs 635 to grow over three years, including planting, protection, maintenance, and farmer support. Participants could opt for a Green Bib and become TMM Evergreeners, running with a special bib on Race Day and receiving geolocation details of the trees they helped nurture. In terms of communication, authenticity and credibility are non-negotiable. We weave this into the larger PR narrative by targeting the right platforms and journalists?Çöthose who value purpose-driven stories?Çöand by consistently showcasing the measurable impact of the initiative. Through the Green Bib, we?ÇÖve shown that environmental responsibility can be more than a message?Çöit can be a movement aligned with the spirit of the marathon itself. How important is it to position a sporting event as a catalyst for long-term social and environmental change, and what?ÇÖs the PR strategy behind it? Sports have a unique way of uniting people. They spark positivity, foster a sense of belonging, and inspire collective purpose. At their best, sports and fan communities to come together and stand for something greater than themselves. When we harness this powerful spirit to address social causes, fulfill community needs, and promote the culture of giving back, the impact can be swift and deeply transformative. That?ÇÖs the unmatched power of sports. A powerful global example is the Immortal Fans campaign by Sport Club Recife in Brazil. By linking football fandom with organ donation, the club turned passion into purpose?Çödramatically increasing eye and organ donations. It?ÇÖs a reminder that when sport taps into its emotional core, it can shift behaviour, change mindsets, and even save lives. From a PR standpoint, the strategy is clear: focus on storytelling that connects sport with social good. Elevate real stories of change. Collaborate with purpose-driven partners. And amplify through platforms where the message can resonate, be it traditional media, digital influencers, or grassroots networks. You?ÇÖve had over 12 years of experience in the sports communication space. How has the narrative around sports events and athletes evolved during your career? The media landscape has been evolving rapidly, where the traditional meets the new-age, all at once. Conventional channels haven?ÇÖt disappeared; they?ÇÖve simply adapted, taking on new avatars shaped by fresh narratives, speedy timelines, and ever-shifting formats. In today?ÇÖs world, powerful stories and compelling narratives take center stage, while platforms and formats have become increasingly agnostic. That?ÇÖs why I?ÇÖve always focused on the power of words?Çöto bridge both worlds. While modern platforms engage Gen Z and Alpha, it?ÇÖs essential to communicate with clarity, relevance, and emotional depth that resonates across generations.In sports and athletics, live TV remains the primary source of real-time coverage, but the conversation continues long after the event, driven by performance recaps, fan reactions, and cultural context. This is where digital truly shines?Çöshaping narratives through what people share, like, and emotionally connect with. Athletes today are more than competitors?Çöthey?ÇÖre personal brands and content ecosystems. As a result, PR has moved beyond event coverage to become a continuous stream of storytelling, personality building, and audience engagement. It?ÇÖs not just about moments?Çöit?ÇÖs about momentum. From handling top sporting properties like Hero Hockey India League and ICC to now leading comms at Procam?Çöwhat have been your biggest professional milestones and learnings? I?ÇÖve had the privilege of working across diverse sports, federations, policymakers, and marquee events?Çöeach with its own philosophy and communication style. What unites them all, though, is the power to inspire?Çöto radiate positivity and hope. Cricket and league formats thrive on high-energy, fan-first narratives?Çöloud, passionate, and emotionally charged. In contrast, running tells quieter, deeply personal stories. It?ÇÖs about human resilience?Çöthe extraordinary journeys of everyday people. While platforms like the ICC, ATP, and hockey offered global scale and visibility, running gave me something more profound: a sense of connection. It shifted my lens from spectacle to substance, allowing me to craft stories that speak to individual transformation and purpose. I?ÇÖve never chased milestones, but the moments have been significant?Çö when an NGO sent a personal note thanking me for the visibility they and their cause received, to welcoming Olympic medalists and Grand Slam champions as Procam ambassadors, to turning them into guest editors or centerpieces of feature campaigns. These weren?ÇÖt just celebrity endorsements; they were storytelling opportunities that brought new dimensions to the sport and the brand. Ultimately, it?ÇÖs the journey that excites me. The people, the stories, the impact?Çöthat?ÇÖs where the real magic lies. What advice would you give to young PR professionals looking to make a mark in the sports and events space? Stay true to your story, speak up no matter how silly you think your point of view is, and always stay curious. We all want to act to stand out. However, it is essential to listen, observe, and then take action. In today?ÇÖs media-sensitive world, there?ÇÖs little room for negativity. ?ÇÿThe truth or the positive?ÇÖ has a way of surfacing and standing strong, sooner than you think. And when it comes to PR, time and timing are everything. Knowing when to say something is just as important as what you say.
