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, Ushang Sheth, Head of Corporate Communications, HDFC Securities, delves into his diverse experience across various sectors, including media, financial services, and corporate communications. He discusses how this background has shaped his approach to strategic communication and PR in his new role at HDFC Securities. Sheth also shares his insights on the evolving role of communication in the financial sector, particularly in building trust and engagement with stakeholders. He reflects on leading brand awareness campaigns and corporate reputation management efforts, shedding light on his key priorities for driving growth through communication at HDFC Securities. Additionally, Sheth outlines his strategies for differentiating the brand in a competitive market and more.Having worked across various sectors, including media, financial services, and corporate communications, how has your diverse background shaped your approach to strategic communication and PR in your new role at HDFC Securities?My journey into Corporate Communications has been a natural progression shaped by my diverse experiences as a research analyst, journalist, PR professional, and now, a corporate communications professional. Each of these roles has provided me with a unique perspective on various communication styles and audience expectations, enabling me to tailor messages that resonate effectively with a wide range of stakeholder groups.Over the years, I have honed essential skills in storytelling and narrative crafting, which are fundamental to corporate communications. My varied background has underscored the importance of strategic planning in communication efforts. I approach each campaign or initiative with a clear objective, defined key performance indicators (KPIs), and a comprehensive analysis of the target audience. This ensures that HDFC Securities’ communication efforts are both effective and measurable.Additionally, my experience across different sectors has fostered my adaptability. The financial landscape is continuously evolving, and the ability to pivot communication strategies in response to emerging trends, regulatory changes, or shifts in audience behaviour is crucial for maintaining relevance and impact.Given your extensive experience in financial services, particularly with companies like L&T Finance, Aditya Birla Money, & Reliance Capital how do you see the role of communication evolving in the financial sector, especially in terms of building trust and engagement with stakeholders?The communications landscape in the financial sector is rapidly transforming due to technological advancements, changing stakeholder expectations, and a heightened focus on transparency. Trust remains paramount for stakeholders, making it crucial for communications professionals to maintain integrity and comply with regulations.Financial institutions are shifting from traditional media interactions, like press releases, to utilizing digital platforms for immediate engagement. Social media and online forums are now essential for real-time communication and crisis management. Additionally, organizations are using analytics to understand stakeholder preferences and create more impactful messages, increasing engagement and effectiveness.As financial inclusion gains importance, communication strategies are adapting to serve diverse audiences by considering language and cultural sensitivities, thereby fostering stronger relationships and enhancing trust among different stakeholder groups.You’ve successfully led brand awareness campaigns and corporate reputation management efforts. What are your key priorities for driving growth through communication at HDFC Securities, and how do you plan to differentiate the brand in a competitive market?HDFC Securities has been in operation for nearly 25 years and has established a strong reputation as a trusted brand within the financial sector. The company is recognized for its core values of customer centricity, integrity, innovation, excellence, and sustainability – principles that form the foundation of its communications.At HDFC Securities, research is integral to all our activities, and we take great care to craft our communications to be consumer-centric rather than merely product-focused. Differentiation is key for us; we highlight our unique selling propositions, which include advanced investment tools, robust security measures, and exclusive research insights. Additionally, we offer innovative products such as Stock SIPs, ETFs at zero charges, and Margin Trading Funding (MTF), enabling investors to maximize their purchasing power at competitive interest rates. We also provide wealth management advisory services that operate on a fixed-fee basis rather than being driven by brokerage fees, among other offerings.Another critical area we are focusing on to enhance brand engagement is education. We believe that by fostering educational initiatives, we can establish our brand as a thought leader in the industry, thereby building trust and fostering deeper engagement with our clientele and the community at large.At HDFC Securities, how do you intend to leverage creative storytelling to simplify complex financial concepts for the average investor while maintaining the brand’s credibility?At HDFC Securities, investor education stands as a cornerstone of our commitment to serving and enlightening our customers. As pioneers in this field, we recognize that learning is a continuous and dynamic process that takes place around the clock. Our mission is to ensure that our customers have a thorough understanding of all aspects of the capital markets, particularly in the realm of investing.To achieve this, we offer a comprehensive online training program that covers a wide array of topics, including Futures & Options, Bonds and the Bonds Market, and Currency Derivatives. Our live interactive sessions provide customers with hands-on experiences in the markets, allowing them to receive immediate answers to their questions from our seasoned trainers. Participants gain valuable insights into Technical Analysis, Fundamental Analysis, Market Sentiment, Trading Strategies, and various types of investments, empowering them to make informed investment decisions.As part of our HDFC SKY initiative, we launched SKY Learn, a platform that features thoughtfully designed educational content on a variety of subjects such as IPOs, Trading Strategies, Personal Finance, Financial Planning, and Derivatives. Our commitment to education ensures that our customers are well-prepared to navigate the complexities of the financial landscape.Furthermore, we strive to create content that is easy to understand, user-friendly, and accessible to the youth. Recognizing that young people primarily consume content online – through various news apps and modern social media platforms like YouTube and Instagram – we regularly produce ‘snackable’ content that resonates with their preferences. Our aim is to engage and educate the next generation of investors effectively.With your previous media experience at CNBC TV18 and Zee Media, how do you view the current media landscape in relation to financial communications, and what strategies will you use to engage with media partners effectively?The current media landscape is shaped by several key trends and dynamics, including digital transformation, an increased demand for transparency, real-time communication, a focus on Environmental, Social, and Governance (ESG) criteria, and data-driven insights, among others. Journalists covering finance have one fundamental request which is to ensure that the messaging is solid, direct, data-driven, and clear.As a financial services firm, HDFC Securities has a wealth of data at its disposal. By leveraging this high-quality data, we create compelling content that resonates with our media partners and their audiences.It’s important to note that media professionals often seek confirmation for their stories; this is where the support of brand spokespeople becomes invaluable. They can provide relevant and credible content and industry information that enhances the trustworthiness of the stories by the journalists.Additionally, engaging with regional media is essential, as they often have a significant reach within their local communities. Content that incorporates local flavour is particularly relevant and of greater interest to these outlets.