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 interaction with Adgully, Rajiv Banerjee, Head of Communication – India & South Asia at Standard Chartered Bank, shares insights on the evolving role of corporate communications. Drawing from his extensive experience across organizations like Standard Chartered Bank, Piramal Enterprises, and HDFC Bank, and his editorial roots at Brand Equity, The Economic Times, Banerjee discusses how digital transformation is reshaping communication strategies, the value of media storytelling, and the importance of humanizing financial brands, especially when addressing topics like financial inclusion and economic disparity.As a corporate communication leader, what is the primary focus of the mandate?As a corporate communication professional, I see myself as a communication and reputation counsel to the brand. In this context, it is important to follow and practise ‘integrated communication’, which is a combination of external communication, internal communication and social media. The overarching umbrella of ‘integrated communication’ involves storytelling and narrative building, keeping in mind a 360-degree perspective. And it holds true for managing any potential reputation issues facing the brand.With your extensive experience in corporate communications across leading organizations like Standard Chartered Bank, Piramal Enterprises, and HDFC Bank, how have you seen the role of corporate communications evolve over the years, especially in the context of digital transformation?I believe, the core of communication remains unchanged and that’s storytelling. What has evolved over years are the means or platforms to narrate the story of the brand. Over time, platforms have evolved, like for example, digital. Today, there are multiple platforms on digital and social media for owned and earned media that complement the conventional means of acquiring visibility for the brand. Right from social media to pod-casts, blogs to websites; there are numerous platforms available, both for brands as well as for the media industry. In this context, it is important for brands to choose the platforms that are most appropriate, to reach their target audience and enhance visibility. Spray and pray does not work. Precision targeting is more likely to fetch the desired results.As a former Editor, you have a deep understanding of brand and media narratives. How has your journalistic background influenced your approach to corporate communications, particularly in terms of media relations and content strategy?As a journalist my job entailed covering sectors and reporting on them. It involved storytelling. When I switched to corporate communication, the aspect of storytelling continued, albeit for the brand I represented. So, you can say, storytelling is the common thread that continues across journalism and corporate communication. Media relations and content go hand-in-hand. You cannot hope to get a particular media interest (no matter how good a relationship you have with him or her) if you don’t have a compelling story to share.Having worked in both editorial and corporate communications roles, how do you see the relationship between media and corporate communication teams evolving in the future?As a former journalist and now a communication professional, I have seen both sides of the fence. The relationship between media and corporate communication, in my mind, is not adversarial but symbiotic. Both sides stand to benefit in this relationship. Corporate communication and PR professionals need to view this relationship not as a one-off transaction, but as a long-term strategic investment. Just like remaining invested in SIPs fetches returns in the long run, the same holds true when it comes to engaging and developing long term relationships with the media fraternity. For the media, sure, there could be some minor hiccups from the other side, but the endeavour from the communication fraternity is to always help value-add and enrich.With the increasing role of digital and social media in shaping public perception, how do you manage crisis communications, particularly when dealing with real-time news and customer concerns on social platforms?Reputation management today is very dynamic, particularly with real-time information dissemination platforms like social media and digital, playing a critical role. Customers also have impactful channels like social media to voice out both their praise for and grievances against brands. We have seen enough instances of a customer grievance amplifying into a full-blown reputation issue for brands. In my view, crisis communication involves real time monitoring of the conversations taking place on say, the social media, understanding the narrative that’s shaping up in the mainstream media, updating key internal stakeholders and finally ensuring a clear articulation of a brand's perspective or point of view.In your experience, how important is it for financial institutions to engage in storytelling and humanize the brand in their communications, especially when addressing sensitive topics like financial inclusion and economic disparity?Irrespective of the sector or business segment, storytelling is central to brand building, be it through marketing or PR. Banks and financial institutions have used storytelling to educate, impart knowledge and create awareness among customers and society. Educating the public to remain vigilant and not fall prey to cyber frauds is a good example of how storytelling has been used by banks and financial institutions on an important subject like cyber-security. Likewise, financial inclusion is another area in which storytelling has played a pivotal role. Storytelling is an integral part of our lives, personnel and professionals. As long as there are stories, there will be storytelling. It has been so over many millennia and will continue in the coming time.