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, Sandeepa Santiago, Innovation Architect & Brand Strategist, CommsCredible, discusses in detail the role that PR plays in establishing a startup’s credibility. She also shares insights into how AI is reshaping the approach communication professionals take towards PR and brand building, as well as the key trends she foresees emerging in PR and communications, and more.In a competitive market like India, what role does PR play in establishing a startup’s credibility?Investing in PR early on can help a company build strong relationships with key stakeholders, which, in turn, helps establish a powerful brand position in the market. PR elevates brand visibility in the lifecycle of any startup; building trust and fostering a positive reputation among key stakeholders.Storytelling is vital in this context as it helps the company craft compelling narratives that set it apart from its competitors in a dynamic market such as India.How do you see AI reshaping the way communication professionals approach PR and brand building, and what ethical considerations should be kept in mind when leveraging AI tools in this field?To say that AI has reshaped the way we engage with our stakeholders, craft stories and study data is not enough. In today’s fast evolving and dynamic digital landscape, embracing AI is a necessity for companies aiming to stay competitive and relevant.AI-powered tools help PR professionals gain deeper insights into consumer behaviour, predict trends and tailor brand narratives that align with stakeholders’ interest and preference. Content automation has made it easier to generate ideas, as well as create and refine content more quickly and accurately.Automating PR processes has further improved team efficiency while bringing a greater level of sophistication to PR efforts. This empowers professionals to concentrate on more strategic, high impact activities.Having said that, AI should be treated as a powerful tool, not a replacement for human skills and emotional intelligence. Companies will thrive when AI capabilities are combined with the creativity and expertise of PR professionals.What key trends do you foresee emerging in the PR & Communications landscape in India over the next year, particularly for startups?Startups will increasingly adopt a digital-first approach, leverage data-centric campaigns and collaborate with influencers and micro-influencers to engage with stakeholders. Companies may also prioritize purpose-driven communication, focusing on sustainability, inclusivity, and social impact messaging to connect with consumers. Additionally, video content, particularly short form videos will play a key role in PR strategies.Could you share an example of a brand or campaign that successfully reinvented itself to stay relevant in a competitive market?It has to be Vi’s ‘Be Someone’s We’ campaign. By showcasing real-life stories of community support, Vi positioned itself as a brand that prioritises human connection and social inclusion, generating significant engagement on social media. The company went beyond conventional strategies, setting itself apart in a saturated market and transforming a simple telecom messaging into a powerful call for social good.