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, Pavit Nanda Anand, Communication Lead - APAC, inDrive, takes us through her journey in PR and Communications. She shares insights into inDrive?ÇÖs communication strategy aligned with its business goals across diverse markets like India, Nepal, and the Philippines. Anand highlights some of the most notable campaigns she has worked on at inDrive, the challenges faced while localizing PR strategies for such a culturally diverse region, and the future goals for inDrive?ÇÖs communication efforts, among other topics.Could you take us through your journey in PR and Communications? How did you navigate through the different sectors and roles in your career?With over 15 years of experience working with brands across different sectors, I am currently working as the Asia Pacific Communication Lead for inDrive. Headquartered in Mountain View, CA, USA, inDrive is a global mobility and urban services platform. In addition to ride-hailing, inDrive provides an expanding list of urban services, including intercity transportation and delivery.In my current role, I lead the communication and PR mandate for all the countries in the Asia Pacific region. I am responsible for formulating the overall communication strategy, relationship management, and partnerships in line with the inDrive communications strategy.I have been with inDrive since its launch in India in 2018 and have had the privilege of launching it across India, Nepal, Pakistan, Indonesia, Malaysia and the Philippines.Talking specifically about India, from crisis management to external communication to planning and executing PR campaigns, I have been doing it all strategically, single-handedly.How do you align inDrive?ÇÖs communication strategy with its business goals across diverse markets like India, Nepal, and the Philippines?It is now a proven fact that the one-size-fits-all approach doesn?ÇÖt work and the global communication strategy has to be tailored to meet the requirements of each market. For instance, in India, we are using vernacular languages like Hindi, Punjabi , Bengali, etc., and engage with local influencers to connect with our target audience. In Nepal and Pakistan also it is important to engage with local influencers and local people. However, a common objective is customer centricity, which is at the heart of everything we do.Our campaign, ?ÇÿAb App ki nahi, aap ki chalegi?ÇÖ, reaffirms the significance of putting our customers at the centre of our efforts.What are some of the most notable campaigns you?ÇÖve worked on at inDrive, and what impact did they have on the brand?At inDrive, we are committed to challenging social injustice while impacting the lives of one billion people by 2030. A notable achievement of my career has been the launch of Driving Naari, a campaign I am super proud of. Driving Naari is a purpose-driven project by inDrive which works towards empowering women to become professional drivers. This initiative encourages them to be independent and confident individuals and take charge of their lives. I launched it as a pilot project first, and we are now planning to expand it to multiple cities. The campaign was well received, garnering 100+ hits with 150+ million reach.Another notable campaign was SafeDrive with inDrive, conducted across multiple cities in India to educate drivers on how to ensure their passengers?ÇÖ safety and comfort. This was a Safety PR campaign through which we aimed to reach out to the driver communities and give them road safety training from the experts (traffic police and Maruti driving school). This was in addition to inDrive?ÇÖs ongoing educational program for drivers, which reinforces their safety training and spans road safety and women?ÇÖs safety, so that every choice users make with inDrive is safe and secure. It also covered topics such as the prohibition of discrimination, ways to promote passengers?ÇÖ comfort, and how to use all the safety features available should anyone need assistance during a trip. The campaign garnered 200+ press hits with 200 million+ reach.What role does communication play in differentiating inDrive in the global mobility sector, particularly as it diversifies into areas like intercity transportation, freight, and courier delivery?Today, there are several players in the ride hailing industry. However, inDrive is different from them as we allow users to choose their ride, vehicle and driver instead of leaving it to the algorithm to determine these parameters. We are the second most downloaded ride-hailing app worldwide (based on Google Play and Appstore data) and have grown beyond just ride-hailing to offer solutions that enable the provision of honest and ethical services to communities worldwide.Communication plays a significant role in showcasing our unique value proposition, amplifying our achievements and highlighting our plans and way forward.Moreover, as we diversify into areas like intercity transportation, freight and courier delivery, our mission to ensure fair play and challenging injustice will be at the core of our values. Our communication efforts will be crucial to present our unifying objective as we scale rapidly and diversify our services.We consider each vertical as a separate product and plan our key messages, PR campaigns accordingly while making sure it is aligned with the overall brand mission, vision and key message.What challenges have you faced while localizing PR strategies for such a culturally diverse region, and how did you address them?For a global brand with a presence across 46 countries, it?ÇÖs crucial to have regional PR strategies and that?ÇÖs where my role comes in. For instance, the terminology of our services also varies from region to region. Often, an important global announcement is uninteresting for some markets. Hence, we plan such an announcement strategically - we club it with either some interesting regional announcement or customise it by adding more information relevant to the region while keeping the messaging of the global announcement intact. As part of our regional communication strategy, we leverage regional influencers who can connect with our audience in that region.Who have been your key inspirations or mentors, and how have they influenced your approach to communication and leadership?I have had the opportunity to work with some great colleagues in my past and current organisations, who have inspired me and helped me become what I am today. Most successful campaigns are the result of the collective efforts of the teammates.My family?ÇÖs values and cultural norms form the foundation of my leadership philosophy. One fact I have learned from one of my colleagues, and I genuinely try to abide by, is ?Ç£Leadership isn?ÇÖt just about managing tasks; it?ÇÖs about guiding and empowering others to reach their full potential?Ç¥.What trends in PR and communications do you believe will shape the industry in the APAC region in the next few years?The PR and communication landscape is evolving rapidly. Today, there are several brands vying for the limited attention span of customers. Hence, communication and PR will be the key to differentiating these brands from the competition. In the era of declining trust, the formidable challenge for brands is to foster meaningful and authentic connections with customers.Technology has revolutionised every industry, with PR being no exception. However, technology will be a means to an end, enabling PR professionals to perform their duties effectively and efficiently. For instance, AI has significantly redefined how we perform, report, and measure public relations tasks. However, authenticity and the human touch will always be intrinsic to communication efforts; AI will be an enabler. With the consolidation of media platforms, a strategic mix of paid, owned and earned approach is the recommended way forward.A notable trend is the role of vernacular media and the rise of micro-influencers, which help foster a deeper emotional connection with customers.With brands increasingly investing in corporate social responsibility and giving back to society, authenticity will be crucial to ensure the effectiveness of communication efforts.Navigating competition and staying relevant in the dynamic landscape is a crucial challenge for PR professionals. Staying abreast of recent trends and upskilling is a necessity rather than an option.What are your future goals for inDrive?ÇÖs communication efforts, and what excites you most about the road ahead?At inDrive, we are steadfastly committed to our mission of challenging injustice and empowering disadvantaged people. Through inVision, we aim to impact the lives of one billion individuals by 2030. I am enthused by its vision of being a socially responsible company that invests in its people and empowers marginalised communities. As a communication professional, my goal will be to foster meaningful connections with our stakeholders, including users, government, investors and colleagues and ensure that my efforts translate into tangible outcomes for the brand. As we scale rapidly, communication and PR will be integral to our mission of driving change in society and fostering connections with diverse audiences.