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 this interaction with Adgully, Manali Pilankar, Associate Director of Corporate Communication, JM Financial Ltd, speaks about how the role of corporate communications has evolved in the financial services industry amid shifting investor expectations and regulatory changes. She shares insights on navigating market volatility, building a resilient corporate brand, and how AI and data-driven tools are shaping the future of communication in financial institutions. How has the role of corporate communications evolved within the financial services industry over the last few years, especially in the context of changing investor expectations and regulatory landscapes? Corporate communication acts as a bridge between a financial services company and their media, investor and communities. The fluidity of thoughts and strategic foresight of a corporate communication leader play a crucial role in setting, shaping and controlling the narrative, building positive image and securing stronger visibility in the earned media space -both in traditional and digital domains. The investors?ÇÖ expectations and regulatory landscapes are always evolving in tandem with the industry and market scenarios. These two aspects are beyond the control of corporate communications professionals. What we can best do is to continue building trust and credibility for our respective organisations and formulating consistent messaging. In today?ÇÖs dynamic communications landscape, corporate communications professionals need to leverage data and technology more to establish stronger connections with, and stakeholders. Beyond traditional media, we need to analyse media consumption habits closely and optimize the broader spectrum of earned media which includes podcasts, social media, and other digital channels to initiate meaningful conversations and build engagement. What does a typical day look like for a communications leader in a legacy financial institution like JM Financial? In a dynamic workplace scenario, a corporate communication leader needs to wear many hats ?Çô often all in a day. Each day is different from the other, with each bringing fair share of opportunities and challenges. On a given day, I step into the role of a Planner, Strategist, Media Expert, Mentor, Storyteller. A few things remain constant on a typical workday and for me, work starts well before reaching office. My early morning ritual involves scanning through important news and industry updates to stay attuned to what is happening in my sector, apart from sending follow-up communications to my team members and PR partners. I try to plan my day by picking up the thread from the discussions that happened the day before or ongoing tasks. Once in the office, I attend to media queries that often come with tight deadlines, plan the content for varied media platforms and hold check-in meetings with the team to track the work in progress across projects. My role also requires interacting with business teams and other cross functional stakeholders on a regular basis to ensure alignment. However, things are way different in the run-up to a major event and conference and my role requires meticulous collaboration and coordination. What I truly enjoy the most is the opportunity to be creative and explore new things and that is very satisfying. What strategies do you prioritize when communicating during times of market volatility or economic uncertainty? Communicating during periods of market volatility or economic uncertainty is a challenging proposition. Things are further compounded when you consider information overload through various media channels and decreasing attention span of the audience. In such times, communication demands a good balance of transparency, reassurance and proactive engagement. It is not just about managing messaging. It is about managing reputation and identifying media opportunities and turning them into the organization?ÇÖs favour. As a communication professional, I prefer to focus on open and honest communication to build trust with the internal or external audience especially during uncertain times. Building trust?Çöwhether with internal teams or external stakeholders?Çöbegins with consistency, creativity, and credibility. That has always been my guiding mantra. While acknowledging the uncertainty, one needs to leverage relevant spokespersons to share regular updates and provide solutions to reassure clients by detailing plans to navigate the uncertainty. Communications need to have clarity and intent. Finally, it is always advisable to focus on the long-term. While market volatility could be a short-term phenomenon, focusing on the long term and the big picture always instills confidence and helps in controlling the narrative. What are some of the unique challenges and opportunities in building and sustaining a corporate brand? At JM Financial, we treat brands both as an asset and a key growth enabler.Hence, our efforts have always been on building a vision that strikes a chord with all stakeholders. However, a brand that has stood the test of time goes through multiple challenges related to visibility, perceptions, consistency across communication channels, to name a few. We address these aspects through cohesive messaging, purposeful brand narratives that reflect our core value and long-term vision. One of the key challenges is maintaining consistency across varied channels and touchpoints. For a brand to resonate with employees and other stakeholders, it has to reflect the company ethos and the process begins with internal alignment. Ensuring that employees at every level understand and live the brand is essential for delivering a consistent brand experience. Equally important is to keep pace with technological advancements and shifting client expectations, and lastly, creating key brand differentiators to stand out in a dynamic market. However, these challenges come with many opportunities. A well-defined brand can build long-term trust, which is the foundation of client relationships in financial services. We are in a unique position to also leverage thought leadership to further deepen our brand presence. In today?ÇÖs always-on digital ecosystem, how do you manage real-time engagement while safeguarding the brand?ÇÖs reputation? A brand?ÇÖs greatest asset is its reputation and the process of safeguarding reputation is increasingly becoming complex on the back of social media comments and reactions, market speculations, etc. For companies in the financial services space, these elements cannot be ignored, as they have the potential to adversely impact stakeholder?ÇÖs trust and brand equity. In our organization, we align our communication strategies with the digital first media landscape. In this era of two-way engagement, we engage with our internal and external stakeholders proactively to address their queries effectively. I think that?ÇÖs an effective way to prevent any speculation from spreading further. Digital transformation of the communication landscape has unlocked myriad opportunities to engage meaningfully with the audience. We embrace those opportunities to create a deeper connection and strengthen our reputation. How do you see AI and data-driven tools influencing the future of corporate communication in financial institutions? AI and data-driven tools are revolutionizing the way content and communications are strategized and delivered. For instance, AI tools are used to analyse communication patterns to extract valuable insights. These tools also help in tracking engagement level, employee feedback so that companies can strengthen their internal communication strategies. With the power of AI, we can now quickly distill long-format and complex content into concise and easily digestible infographics for social and digital media platforms which in turn helps the audience stay informed without feeling overwhelmed ?Çô particularly useful during important national policy announcement days. In addition, AI-powered media monitoring tools offer real-time alerts to communication teams by scanning online news platforms so that communications teams can respond swiftly and make informed decisions.AI and data-driven tools are redefining speed, precision, and impact of modern-day corporate communications. Looking back, what have been some of your most defining career milestones and what leadership lessons have they taught you? I have had the opportunity to lead and contribute to several high-impact initiatives that have shaped my professional journey and delivered tangible results. One of the most rewarding milestones was successfully conceptualising and launching a new brand identity for a new business. This comprehensive exercise involved everything from crafting a distinctive brand name and logo to develop a full suite of digital and offline assets. Witnessing the brand come to life?Çöand more importantly, seeing the business growth that was directly attributable to our PR and marketing efforts?Çöwas incredibly fulfilling. Another highlight was spearheading the PR activities for the 50th anniversary of JM Financial. It was an honour to be part of such a milestone, ensuring that the communications captured the brand?ÇÖs legacy while aligning with its vision for the future. Each of these experiences has contributed to my growth, reinforcing the power of collaboration, storytelling and the importance of measurable impact. What advice would you give to young professionals looking to build a career in corporate communications within the BFSI sector? The BFSI sector is a competitive and highly regulated space, where trust, integrity, and transparency are non-negotiable. To thrive as a corporate communication professional, one must possess deep industry knowledge, critical thinking, adaptability, and strong crisis management skills. With regulations, product and service narratives and market dynamics constantly evolving, staying updated is the key to crafting narratives that resonate with media and audiences alike. The sector?ÇÖs fast-paced nature demands a mindset of continuous learning, through certifications or on-the-job experiences. At the same time, there should be a willingness to embrace new technologies that enhance efficiency and problem-solving capabilities. Equally important is the crisis management skills. Whether addressing reputational risks or client concerns, communication with clarity during high-pressure situations is essential to safeguarding the organisation?ÇÖs brand and stakeholder confidence.