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 conversation with Adgully, Surabhi Trivedi, Founder of Media Maniacs Group, shares her perspective on how public relations has transformed from being media-centric to becoming a powerful tool for strategic storytelling, reputation management, and brand-building in the digital age. With over 15 years in the industry, Trivedi highlights the importance of authenticity, data-driven insights, and hyper-local narratives in PR today. She also delves into how Media Maniacs is navigating challenges like influencer fatigue, real-time crisis communication, and the ever-expanding digital noise?Çöwhile continuing to build trust and lasting brand equity across diverse markets. How has the role of PR evolved in the last decade, especially with digital and social media blurring the lines between marketing, content, and communication? When I began in PR 15 years ago, it was a world defined by print coverage - success was measured in column inches. Today, everything has changed ?Çö digital platforms, social media and the influencer ecosystem have changed the way we engage with audiences. PR is no longer just a press release, or media placement, and is not limited to a press release and media placement, it is storytelling, thought leadership, real-time management of reputation, and content strategically planned across channels. PR has evolved to encompass all aspects of media, including, media outreach, crisis communications, influencer partnerships and more. However, there is a gap ?Çö many people still hold the perspective that PR means just media coverage. The value of PR is the ability to build credibility, trust and long-term brand reputation. It is time we change the narrative. Crisis communication has become a core part of PR today. What?ÇÖs your go-to approach when a brand is under public scrutiny? Crisis communication is a significant component of public relations in a fast-paced digital landscape. Our role as consultants is to buffer client reputations during high-pressure situations. The first step is to understand the full scope of the situation, including what happened, why it happened, and how the brand sees it internally. If the brand's actions are justified, we would recommend a quick turnaround with transparent and clear communications. However, if there was a misstep, we would need to steer clear of defensiveness, and leverage positive and honest conversations that elicit empathy. Rather than bury the situation, there is an opportunity to re-establish the consumer's trust in the brand by recapping the brand values, previous contributions made before the situation occurred, and attention towards moving forward. In a crisis, consistency, clarity, and integrity are imperative. Many clients still see PR as just media visibility. What misconceptions about PR do you encounter most often?Çöand how do you address them? Sure, media visibility comes primarily from PR efforts ?Çö but that?ÇÖs only one way to think about PR. There are a lot of misconceptions including thinking PR is only about ?Çÿgetting featured?ÇÖ. PR is a strategic communications tool and it's about managing perception, establishing credibility, and establishing a long-term brand presence. To that end, PR today is about storytelling from multiple touch points, including newer platforms like podcasts, LinkedIn, YouTube, and influencer partnerships ?Çö not just traditional media. For example, startups launching new products and creating buzz has happened before advertising budgets existed. We can see from them that creating a compelling story, with earned presence, builds trust and creates influence. In a world driven by instant gratification, how can PR professionals create campaigns that build lasting brand equity rather than momentary buzz? In a world of instant gratification and ?Çÿviral?ÇÖ trends, brand equity does not happen overnight. For PR professionals, the magic is in the brand storytelling, the authentic messaging, and the value-driven content. Rather than getting caught up in the latest trend, we concentrate on brand campaigns that represent the brand?ÇÖs values, creating trust and deepening the audience?ÇÖs relationship with the brand. Because, at the end of the day, real impact does not arise from reach alone ?Çö it arises from relevance. What are some challenges PR agencies face today that weren?ÇÖt as pressing five years ago? How is Media Maniacs adapting to these changes? Key Challenges PR Agencies Face Today: Cutting through digital noise in a world overloaded with platforms and content. Meeting audience expectations for real-time, multi-channel engagement. Balancing AI-driven efficiency with the need for ethical, meaningful storytelling. Navigating influencer fatigue and rising demand for authenticity. Managing growing scrutiny around data privacy and ESG transparency. Responding to crises in real time as news breaks 24/7 across social media. How Media Maniacs Is Rising to the Challenge: Blending PR with digital power through integrated, cross-platform campaigns. Using AI for insights, not shortcuts ?Çö keeping the human touch in every story. Partnering with credible micro-influencers to build trust and engagement. Monitoring media in real time for faster, smarter crisis response. Leading with transparency by aligning clients with data laws and ESG expectations. Data and PR?Çöhow do you see analytics shaping media relations, storytelling, and overall campaign strategies in the PR industry? While in today?ÇÖs PR world, data isn?ÇÖt just valuable, it?ÇÖs a catalyst for change. Data informs almost every tactic we employ, from identifying targeted media contacts and building compelling pitches, to gaining insights for developing future communications. At Media Maniacs, we don?ÇÖt just analyze what succeeded, we use data and timely insights to help you modify messaging, maximize content impact, and demonstrate the return on investment to our clients. The other phenomenal quality of data? It?ÇÖs forward looking. We leverage data to help us with trend forecasting, building smarter PR tactics, and ultimately developing campaigns that our clients can trust are creative and performance based. It?ÇÖs PR by design - and on purpose. Regional PR is gaining momentum, especially in Tier 2 and Tier 3 cities. What unique opportunities or challenges have you observed while building narratives in these markets? Regional PR in Tier 2 and Tier 3 cities in India represents a treasure trove. These markets are a trust-based, community spirit, and cultural connection. Audiences are incredibly engaged and the Rosen complete stories that are credible and contextually relevant. However, the regional trust-based, community spirit, and cultural connection do not come without challenges to function within - challenges from basic media infrastructure to adopted digital media at a slower pace and highly hyper-local messaging; this is why you need to be strategic. Media Maniacs accommodate the challenge of contexts, culture, languages (in the diversity of the languages) and our thinking goes beyond translation to connection with local media and storylines that are far beyond surface level contextual. In these markets, relevance is everything, not maybe. What advice would you give to PR professionals looking to stay relevant and future-ready in this fast-evolving industry? Curiosity is your superpower in a rapidly-changing PR landscape. Continue to explore, whether it's new digital channels, new AI tools, or new media trends. Don?ÇÖt just create media lists?Çöcreate relationships based on real connections. And most importantly, be authentic. Today, it is less about being observed and wholly about being trusted. Value-driven stories drive differentiation among brands. Because in PR, relevance is not a function of noise?Çöit is earned by trust.