Public Relations has entered a bold new era. No longer just a back-office function, it has transformed into a strategic powerhouse shaping brand reputation and influence. Companies and leaders now see PR not as an afterthought, but as an essential force driving credibility, trust, and long-term success.The industry has undergone a radical shift with the rise of social media, fundamentally transforming PR strategies. Influencers now play a crucial role in shaping consumer perceptions and engagement. PR is no longer confined to securing media visibility; it has expanded into a dynamic, results-driven discipline focused on meaningful interactions and measurable outcomes.With a younger, more digitally savvy audience emerging, PR professionals face new challenges. Brands and practitioners must be more agile, data-driven, and proactive in crafting business solutions that resonate with their audience. The future of PR lies in adaptability, authenticity, and strategic storytelling that build lasting trust and impact.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, Stuti Jalan, Founder & Managing Director, Crosshairs Communication, speaks at length about the agency’s journey over the past two decades. She shares what inspired her to start Crosshairs Communication, the significance behind its name, and some of the most exciting brands and campaigns the agency has handled.Jalan also discusses how PR strategies are tailored to different industries, the growing prominence of influencer marketing and content-driven storytelling, and how these elements are integrated into PR strategies. Additionally, she shares insights on the future of PR in India, key trends that will shape the industry over the next five years, and whether there are any expansion plans or new areas the agency is looking to explore.Crosshairs Communication has been in the industry for over two decades. What inspired you to start the agency, and how has its journey evolved over the years?I started my career at Ogilvy PR, and at that time, lifestyle PR was virtually non-existent. The industry followed very traditional practices. However, I noticed an influx of global brands entering India, creating a need for a fresh, innovative approach to PR.Looking back two decades, some of our first clients included Foster’s beer and India Fashion Week. One of our earliest projects was a charity run for underprivileged children in association with Oprah, which later evolved into a model similar to today’s marathon charity initiatives.Brands were looking for agencies with a unique, lifestyle-driven perspective, and that’s when Crosshairs Communication was born. I was just 23 at the time, and I remember a mentor telling me, “If it doesn’t work, you can always go back to a job.” That reassurance gave me the confidence to take the leap—and it worked. That’s how the agency came into existence.Why did you choose the name ‘Crosshairs Communication’? Does it symbolize a particular vision or strategy in PR?The word “crosshairs” refers to the focal point in a camera lens, symbolizing precision and accuracy—hitting the bullseye in terms of targeting the right audience. When we were registering the agency, we wanted a name that reflected our vision. It was unique then, and it remains distinctive even today.Crosshairs Communication has worked with a diverse range of clients across industries. Could you share some of the most exciting brands or campaigns you've handled? How do you tailor PR strategies to different industries?We have worked with many leading designers in India and launched prestigious international brands, including Hermès.One of my favourite campaigns was for OBEETEE Carpets during the pandemic. We introduced the concept of “The Social Fabric” – an online charity auction where proceeds supported weavers affected by COVID-19. The campaign was a huge success, winning a gold award for innovative storytelling in PR, and gained widespread media attention with celebrities involved.Another memorable project was for Raffles Hotels in Udaipur, Jaipur, and Paris. We conceptualised “The Writer’s Bar”, hosting renowned authors for engaging discussions. Over the years, we’ve worked with authors like Twinkle Khanna, Milind Soman, and Shobha De, leveraging their storytelling to enhance brand narratives.A major highlight was working with Accor, one of the world’s largest hospitality groups. When their global CEO, Sébastien Bazin, visited India, we secured front-page coverage in The Times of India, making a significant impact in the hospitality sector.Our approach to PR involves understanding each brand’s messaging, adapting it to the Indian market, and crafting strategies that create impactful narratives.With influencer marketing and content-driven storytelling gaining prominence, how do you integrate these elements into your PR strategies?Influencer marketing is a core part of our strategy. For example, we worked with Crocs, executing over 1,000 influencer-led campaigns, transforming the brand’s perception in India.We don’t just collaborate with mainstream influencers but also with niche voices. For luxury brands, we engage top-tier influencers, while for professional networks, we work with LinkedIn Top Voices. The influencer landscape has expanded beyond Instagram – now, podcasts, LinkedIn Lives, and global collaborations are also crucial.For instance, during the World Economic Forum in Davos, we hosted Mona Patel, a global influencer known for her presence at the Met Gala, as a speaker for our Women’s Network. Our ability to integrate influencers across different platforms makes our strategies more dynamic.How do you approach crisis management for brands? What key lessons have you learned from handling PR crises?Crisis management requires quick thinking and a balanced perspective. It's crucial to step back, assess the situation from both the client’s and the public’s viewpoint, and then craft a response. Panicking never helps – having structured crisis communication guidelines in place is key.Every crisis is an opportunity to strengthen a brand’s credibility if handled correctly. The ability to maintain transparency and provide timely, well-crafted messaging can turn challenges into moments of trust-building.How do you see the future of PR in India? What trends will shape the industry in the next five years?Collaboration will be the defining trend. Brands, influencers, and media platforms will work together more seamlessly. For example, we recently saw two podcasters – Masoom Minawala and Shereen Bhan – collaborate despite coming from different industries. This cross-industry synergy will become more common.Globalisation will also play a role. Through platforms like LinkedIn and international industry events like Cannes Creativity Festival and Davos, we are seeing increasing interest from global brands looking to collaborate with Indian agencies.Additionally, digital PR will continue to evolve, with a focus on localized content strategies tailored for different platforms.What’s next for Crosshairs Communication? Are there any expansion plans or new areas you’re looking to explore?We are actively expanding and collaborating with global firms to enhance our reach. Our strengths lie in hospitality, lifestyle, media, and entertainment PR, and we continue to grow these portfolios.We’re also exploring emerging digital PR avenues, including podcasts and influencer-driven content, while strengthening our international partnerships.