In an exclusive interaction with Adgully, Atul Sharma, CEO, Ruder Finn India and Head of Middle East, shares his growth outlook for 2025, the evolving landscape of the PR industry, and the challenges and opportunities that lie ahead.Emphasising the dynamic nature of the PR industry and the increasing need for PR firms to evolve in order to stay relevant, Sharma renarked, ?Ç£Growth doesn?ÇÖt come simply from following trends, it comes from truly understanding what our clients need today and where they are aiming to go in the future.?Ç¥ He stressed that the key to success lies in blending creativity with technology. ?Ç£A great story alone isn?ÇÖt sufficient anymore; it has to be backed by data, insights, and the flexibility to adapt quickly,?Ç¥ he asserted.Sharma also pointed out that there has been an increasing demand in areas traditionally handled in-house by clients, such as internal communications, crisis preparedness, and response planning. ?Ç£In the B2B space, brands are coming to us for assistance in building their brand identity and creating brand positioning manuals. They recognise that PR firms are uniquely equipped to craft these narratives, particularly through earned media,?Ç¥ he observed.With India?ÇÖs economy growing at an impressive rate, Sharma sees immense potential in areas such as financial communications, investor relations, and IPO communications. ?Ç£India is poised to become a high middle-income economy, and with that, we anticipate a surge in the need for expert storytelling to appeal to global investors and stakeholders,?Ç¥ he said. ?Ç£As many domestic companies and Indian arms of MNCs prepare to go public, we see a significant rise in demand for financial communications.?Ç¥Sharma also highlighted the role of artificial intelligence (AI) in reshaping the PR industry. ?Ç£AI isn?ÇÖt just a buzzword, it is fundamentally altering the way we work and deliver value. At Ruder Finn, we?ÇÖve made substantial investments in AI to streamline processes, improve efficiency, and redefine pricing models to meet future demands,?Ç¥ he revealed.Furthermore, Sharma shared that the agency is actively helping clients adapt to the AI-driven landscape, citing insights from a Ruder Finn and Ragan survey on internal communications. ?Ç£The way forward is clear ?Çô AI will drive not only operational efficiencies, but also enhance the way we communicate with our audiences,?Ç¥ he added.Looking ahead at 2025, Sharma believes that the year will require a careful balance of optimism and caution. ?Ç£Geopolitical uncertainties and rising costs may cause businesses to be more cautious, but the growing recognition of PR as a business enabler opens up exciting possibilities,?Ç¥ he remarked. ?Ç£For those willing to innovate and adapt, the opportunities in 2025 are vast. We?ÇÖre entering a new phase of transformation, and those who embrace it will thrive.?Ç¥In conclusion, Sharma highlighted that while challenges lie ahead, the future of the PR industry remains full of promise for those prepared to evolve, harness the power of technology, and continuously innovate. ?Ç£The PR sector?ÇÖs role is only going to grow in importance, and for those who remain agile, the potential to succeed has never been greater,?Ç¥ he concluded.