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, Rashmi Shetty, Founder of Cohort Communicationz, shares insights from her remarkable two-decade-long journey with leading organisations like Edelman, Weber Shandwick, and Bharti Airtel. Drawing from her vast experience, Shetty talks about the birth of Cohort Communicationz, the importance of purposeful storytelling, and the evolving dynamics of the PR industry. With a strong belief in credibility, empathy, and integrated communication, she highlights how her consultancy is shaping authentic, values-driven narratives that foster genuine connections in today’s hyper-dynamic media landscape. You’ve had a remarkable journey spanning over two decades with industry leaders like Edelman, Weber Shandwick, and Bharti Airtel. What were some of the pivotal lessons that led to the birth of Cohort Communicationz? So much has changed over the past two decades and rapidly at that! Where PR was all about creating awareness, it is now more about credibility. The world is very noisy and PR helps brands find their voice in this noise. The PR industry has always been dynamic, but now it is hyper dynamic, where for sure you need speed, but you also need to know what you want to speak and when. Brands are no longer just selling products and services; they need to connect with their audiences on a deeper, values-based level. Cohort Communicationz was born from all this – to build a PR consultancy that offers seamlessly integrated, purpose-led communication strategies, fostering genuine connections within specific “cohorts” or communities. It was about moving beyond transactional PR to building sustainable relationships and meaningful narratives. Cohort Communicationz positions itself as a purpose-led communication consultancy. What does purposeful storytelling mean to you in today’s hyper-connected yet fragmented media environment? Well put! It’s all so hyper-connected and often overwhelming that purposeful storytelling is the North Star for any brand seeking to cut through the noise. For us at Cohort Communicationz, it means crafting narratives that are deeply rooted in a brand’s authentic values, mission, and impact. It’s about understanding why a brand exists beyond its commercial objectives. This “why” then informs every piece of communication, ensuring consistency, credibility and resonance. In a fragmented landscape, where audiences are discerning and quick to spot inauthenticity, purposeful storytelling becomes the foundation of trust. It allows brands to build genuine communities around shared beliefs, creating advocates rather than just consumers. It's about inspiring action, not just awareness, by connecting with the element of what a brand stands for. How does your leadership philosophy—shaped by both professional and personal experiences—inform the culture and direction of your agency? In all my past experience I have had mentors and ‘bosses’ who have truly shaped my leadership philosophy, which is deeply rooted in empowerment, empathy and continuous learning, all shaped by both my professional journey and personal values. Professionally, I have seen the power of strong teams and the importance of fostering an environment where creativity and strategic thinking can flourish. Personally, I believe in leading with integrity and compassion. At Cohort Communicationz, this translates into a culture that encourages open dialogue, celebrates diverse perspectives and prioritizes mentorship. We believe in empowering our team members to take ownership, innovate and grow. This philosophy directly informs our agency’s direction: we are client-centric, driven by results, but equally committed to ethical practices and building long-term, trust-based relationships, both internally and externally. From large global networks to now running an independent consultancy, how has your view of client-agency relationships evolved? Few things in a client-agency relationship, no matter what the format, will always be the same. Trust, integrity, honesty, hard work and being solutions oriented achieving the set goals, remain the cornerstone. In larger setups, while there’s immense expertise, there can sometimes be a tendency towards standardized approaches. What I have come to value immensely in an independent model is the ability to offer truly bespoke and deeply invested partnerships. The relationship becomes far more collaborative and integrated. We are not just a service provider; we become an extension of the client’s team, deeply understanding their challenges and opportunities. This allows for greater flexibility, faster decision-making and ultimately, more impactful and tailored solutions, building a level of trust that fosters long-term growth for both parties. You’ve seen the PR landscape evolve dramatically over the past 20+ years. What are the biggest shifts you’ve witnessed—and how are you helping brands adapt? The last two decades things have changed rapidly and post Covid, even more. The biggest shift has been the democratization of information and the rise of digital platforms. It moved from a purely media-centric approach to a multi-channel ecosystem where every individual can be a publisher. This has led to an explosion of content, a demand for instant gratification and an unprecedented focus on authenticity and transparency. At Cohort Communicationz, we help brands adapt by embracing this new reality. We guide them in understanding that reputation is now built in real-time, across earned, owned, shared and paid channels. We focus on: Authentic Storytelling: Ensuring your voice as a brand is truly yours. Ensure that it is the same across channels. Agility and Responsiveness: Developing PR strategies that allow for quick adaptation to emerging trends and potential crises. Thought Leadership and Purpose: Helping brands articulate their unique value and contribute meaningfully to societal conversations, moving beyond mere product promotion. What role does empathy play in modern communication strategies, especially in an era where authenticity is more valuable than ever? Empathy is no longer just a soft skill; it’s a strategic imperative in modern communication. It is the bridge between a brand and its audience. It means truly understanding the audience’s needs, concerns, aspirations and even their anxieties. It’s about stepping into their shoes and crafting messages that resonate on an emotional and intellectual level, rather than just broadcasting information. At Cohort Communicationz, we embed empathy into every stage of our strategy development. In our team brainstorming meetings we often ask: “How will this message be received? What are their pain points? How can we offer value and understanding?” This empathetic approach not only builds stronger connections and trust, but also mitigates potential missteps, ensuring that our communications are not just heard, but genuinely felt and appreciated. Integrated communication is no longer a buzzword but a necessity. How is Cohort Communicationz delivering seamless narratives across earned, owned, and paid media? You are absolutely right; integrated communication truly is a necessity now. At Cohort Communicationz, we approach it not as an add-on, but as the fundamental part of every PR campaign. We understand that audiences don’t differentiate between a news article, a social media post or a sponsored article – they perceive it all as part of the brand’s larger story. Our process begins with a unified strategic plan that defines the core message and objectives. Then, we meticulously plan how that narrative will manifest across: Earned Media: Crafting compelling stories for traditional and digital media that generate credible third-party validation. Owned Media: Assist in developing engaging content for websites, blogs, and social channels that showcases the brand's expertise and personality. Paid Media: Strategically utilising sponsored content to amplify reach and target specific audiences, always ensuring brand consistency. Shared Media: Actively engaging with communities and influencers to foster organic conversations. The key is a fluid workflow, collaborative teams and consistent measurement to ensure that each channel reinforces and amplifies the others, creating a seamless and powerful brand experience. What are some challenges you see younger PR professionals facing today, and what advice would you give them as a mentor and leader? Younger PR professionals today face a unique set of challenges, primarily stemming from the rapid pace of change and the sheer breadth of skills required. They often grapple with: Information Overload: Keeping up with constant industry shifts and new platforms. Pressure for Instant Impact: The expectation for viral content and immediate results. Authenticity Vs Performance: Navigating the balance between genuine engagement and metrics. Skill Diversification: The need to be proficient in everything from media relations to influencer marketing and content strategy. My advice to them would be: Be a Lifelong Learner: The industry is dynamic. Embrace continuous learning, whether it is understanding the rapid media movements, to understanding new AI tools or honing your craft. Read widely, attend webinars and stay curious. Cultivate Relationships (Online & Offline): PR is fundamentally about relationships. Build genuine connections with journalists, influencers, clients and peers. Your network is your net worth. Embrace Critical Thinking & Strategic Depth: Don’t just execute; understand the ‘why’ behind every tactic. Develop a mindset that allows you to provide real value and counsel, not just output. Authenticity and critical thinking will always set you apart. And just know hard work and resilience will never go out of style, especially in this industry. How do you see the future of brand advocacy and reputation management evolving in the next five years? I feel that brand advocacy and reputation management will be characterized by hyper-personalisation, increasing reliance on all available tools for quicker communication and an intensified focus on ethical conduct and transparency. Brands will move beyond generic campaigns to truly cultivate highly specific cohorts. Employee advocacy will also become even more critical, leveraging authentic voices from within. New technology and tools will enable brands to be far more proactive in shaping their narrative and responding to feedback. Reputation will be seen as a core business asset, directly impacting market valuation, talent acquisition and consumer loyalty. Proactive and agile reputation management will be a competitive differentiator. Finally, what’s next for Cohort Communicationz? Are there any new directions, industries, or innovations you’re particularly excited about? We are incredibly excited about the journey ahead for Cohort Communicationz! Our immediate focus remains on solidifying our position as an emerging purpose-led communication consultancy, expanding our client roster across industries that truly understand the value of authentic engagement. We see a growing need for CXOs, founders and subject matter experts to build their brands authentically. This is a space where our purpose-led approach can create significant impact. We are also exploring partnerships and strategies that allow us to delve deeper into specific, niche communities, ensuring hyper-targeted and culturally relevant communication that truly resonates. Ultimately, we are committed to constant evolution, ensuring Cohort Communicationz remains agile, innovative and always focused on delivering meaningful connections and tangible impact for our clients.