https://theprpost.com/post/9156/

Future of PR will be driven by AI, hyper-personalized campaigns: Paromita Ghosh

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, Paromita Ghosh, Founder Director, Candid Communication, speaks at length about her journey of starting Candid Communication, how the agency incorporates regional culture into its PR strategies, how talent is nurtured within the firm, and the qualities essential for the next generation of PR professionals. She also discusses how this year has been for Candid Communication in terms of growth, campaigns, and milestones, along with the emerging trends she foresees shaping the PR industry in the coming years.With over 21 years as the Founder Director of Candid Communication, how has your journey shaped the PR landscape in Kolkata and beyond?When I started Candid Communication 20 years ago, PR in Kolkata was still evolving. I wanted to create an agency that not only represented local brands, but also helped them grow on a national and global stage. Over the years, we?ÇÖve worked with diverse industries, from entertainment to healthcare, creating a strong foundation for PR in the region. Our work has shown that Kolkata-based agencies can compete with the best in the country.What were the unique challenges and opportunities that you encountered while building a PR firm based in Kolkata, and how has the city?ÇÖs cultural richness influenced your approach?Kolkata has a vibrant cultural identity which has been both a challenge and an opportunity. Convincing brands to embrace PR as a key business strategy took time. On the other hand, the city?ÇÖs artistic and intellectual richness allowed us to craft unique, culture-driven campaigns. Our campaigns often reflect Kolkata?ÇÖs spirit, which makes them authentic and relatable.How did your experience as a Senior Associate at Genesis PR contribute to your understanding of the industry and influence your vision for Candid Communication?Genesis PR gave me valuable exposure to working with large brands and understanding the importance of strategy in PR. It also taught me the value of building relationships with the media and clients. These learnings became the foundation of Candid Communication?ÇÖs philosophy ?Çô a mix of strong strategy and personal connections.How does Candid Communication incorporate regional culture into its PR strategies to create more authentic and impactful campaigns?We believe in tailoring campaigns to resonate with local audiences. For example, during Durga Puja, we design campaigns that connect emotionally with people, leveraging the festival?ÇÖs cultural significance. By integrating elements like local art, festivals, and traditions, we ensure our campaigns feel authentic and have a lasting impact.Over the years, how have you nurtured talent within your firm, and what qualities do you believe are essential for the next generation of PR professionals?Nurturing talent has been one of my top priorities. I have done that by giving my team complete hand-holding while also allowing them to take ownership of their work and function independently. I don?ÇÖt believe in mollycoddling or spoon-feeding.I believe in empowering a candidate, an employee, or a colleague so they can take on challenges head-on. At the same time, I stand by them when they make mistakes because those are opportunities to learn and grow. When someone is learning, mistakes are inevitable. As a boss, I believe it?ÇÖs critical to give them the space to work through those mistakes, rather than penalizing them, which can hinder their progress. This approach builds confidence and resilience, which are essential qualities for the next generation of PR professionals.How has this year been for Candid Communication in terms of growth, campaigns, and milestones? What trends dominated your work in 2024?This has been a very good year for physical events. Post-lockdown, the number of in-person events had declined as online events and digital activations took the lead. However, this year saw a revival of physical events, especially after Durga Puja.That said, the Abhaya incident earlier in the year was a difficult period for all of us. We lost three months of business because it impacted the morale of the city. Neither I nor my clients felt comfortable hosting events during that time. But after Durga Puja, things picked up again, and it?ÇÖs been business as usual.In terms of trends, physical events are back in full swing. Kolkata is hosting some of the biggest concerts, film promotions, and shows in recent times, and it?ÇÖs exciting to see the city buzzing with activity again. It?ÇÖs been a vibrant and dynamic season to look forward to.What emerging trends do you foresee shaping the PR industry in the coming years, and how is Candid Communication preparing to align with them?The future of PR will be driven by AI, data analytics, and hyper-personalized campaigns. Social media will continue to play a pivotal role, especially with the rise of short-form video content and platform-specific strategies. Storytelling will remain central, but the platforms we use and how we engage with audiences will evolve. At Candid Communication, we are investing in digital training, exploring new social media trends, and focusing on creating meaningful brand narratives to stay ahead of the curve.