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 conversation with Adgully, Anjali Digari, PR Group Head at Cha-Chi Communications, shares insights from her dynamic journey in the communications industry ?Çö from starting out as an intern to now leading strategy for 100+ brands across sectors. Known for her sharp storytelling instincts and deep understanding of media, Anjali reflects on building long-term journalist relationships, navigating crises with creativity, and balancing traditional PR with digital-first innovation, all while championing authenticity and team agility at the heart of her approach. From your first day in PR to now leading brand strategy across 100+ brands ?Çö what?ÇÖs been the most defining moment of your journey so far? I started as an intern at Ogilvy, but my true journey began with Cha-Chi in 2018. I had the opportunity to work with early-stage startups and underdog brands, many of whom we continue to work with even today. BEING part of their growth stories and watching them evolve into strong, recognizable names in their sectors has been the most fulfilling part of my career. There?ÇÖs nothing more rewarding than growing together and celebrating those milestones side by side. With so many verticals under your belt ?Çö F&B, D2C, Fashion, Tech, and more ?Çö how do you tailor communication strategies across such diverse industries without losing authenticity? It all begins with clarity on the PR objective, are we building awareness, attracting investors, enhancing founder visibility, or driving partnerships? Once that?ÇÖs locked in, everything else is layered on. Understanding the brand?ÇÖs tone, audience, and market nuances is critical. Authenticity comes from that foundation, from not forcing a template approach but crafting stories rooted in the brand?ÇÖs truth. Media relations remain at the heart of PR. How do you sustain strong relationships with journalists and editors in this fast-paced, content-saturated age? It takes time, consistency, and respect. Over the last 7 years, face-to-face media rounds, coffee catch ups, and just being genuinely curious about what they write have helped build trust. The real game-changer is relevance ?Çö when you pitch stories that align with a journalist?ÇÖs beat and interest, it signals that you?ÇÖve done your homework. That mutual respect goes a long way. Crisis communication can make or break a brand. Can you share a challenging moment where your team turned a potential crisis into a PR win? Earlier this year, Burger Singh?ÇÖs website was hacked by a Pakistani group, an unexpected situation that could have posed a reputational risk or triggered negative coverage. But instead of reacting defensively, we stayed true to the brand?ÇÖs irreverent, desi humour and responded with a witty, tongue-in-cheek message. The response struck a chord, gaining rapid traction across digital platforms. Interestingly, the brand?ÇÖs website received nearly double the usual traffic in the days that followed. What started as a crisis turned into a visibility boost, proving how tone-aligned, timely communication can turn disruption into a brand-strengthening moment. You?ÇÖve led both traditional and new-age communication efforts. What?ÇÖs your take on how influencer outreach and digital-first PR have reshaped brand reputation today? Traditional PR and digital outreach are no longer separate silos, they complement each other. While traditional PR helps build credibility through earned media and trusted publications, influencer campaigns can amplify messaging and take it straight to target communities. Together, they create a 360?? brand presence. One builds trust; the other fuels reach. What are some tools, routines, or mindsets you use to lead teams efficiently while balancing strategic planning, execution, and client management? Leading a team with diverse backgrounds, from ex-journalists to digital-first specialists, brings depth and agility to our work. To keep everyone aligned, I rely on clarity in briefs, consistent check-ins, and a culture of ownership. We regroup every morning to plan and prioritise, and review progress weekly. We?ÇÖve also integrated Cha-Chi Tech, an in-house tool that streamline processes, track tasks, and give real-time visibility into project status. Weekly or fortnightly check-ins with clients are built into our calendar ?Çö ensuring transparency, alignment, and momentum across every mandate. Automation has helped cut down repetitive work like reporting and coverage logs, allowing the team to focus on what really matters: strategy, storytelling, media relations and client impact. It?ÇÖs all about balancing structure with space to think. ??What advice would you give to young professionals entering the world of communications today? What should they unlearn and what should they double down on? Unlearn the idea that PR is all about glamorous events or instant visibility. Real PR is strategic, research-driven, and consistent. Double down on curiosity, read more, question more, learn how the media works. And don?ÇÖt underestimate the power of relationships with both clients and journalists. If not PR, what alternate career path could you see yourself thriving in ?Çö and why? Something creative for sure! If not PR, probably as a fashion designer or a content creator. Both let you build something original, stay culturally connected, and keep the work as dynamic as the world around you.