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, Debasmita Saha, Head – Brand, PR & Culture at HUSE Energy, shares her perspective on building brands from the inside out, where culture, values, and communication intersect. With experience spanning unconventional sectors such as energy and mobility, Saha brings a people-first, purpose-led lens to storytelling—one that prioritises clarity over cleverness and impact over optics. In this candid interaction, she reflects on shaping perception through empathy, cultivating internal cultures that mirror external narratives, and navigating the evolving PR landscape in India with honesty, regional relevance, and long-term intent. You lead Brand, PR & Culture — three areas that shape how people feel about an organisation. What’s your personal philosophy on building perception from the inside out? How people feel within an organisation will always shape how the world perceives it. I don’t separate who I am from what I do—my work is an extension of my values. I believe in working with dignity and respect, being frugal and responsible, and leading with kindness. I am generous with knowledge because growth should never be guarded. Empathy is non-negotiable; people come before perception. When values are lived internally, the brand becomes honest, culture becomes strong, and trust follows naturally. Your career spans unconventional sectors like energy and mobility. What intrigued you about storytelling in spaces where the communication needs are more educational than glamorous? I’ve always been drawn to work that has consequence, not just charm. Sectors like energy and mobility aren’t glamorous, but they are deeply meaningful—they shape how a country lives, moves, and sustains itself. The storytelling here isn’t about spectacle; it’s about clarity, responsibility, and trust. I want to be part of narratives that believe in long-term, sustainable change and real solutions India can benefit from. I also choose these spaces because I have faith in the integrity of the leaders I work with. When intent is honest, the story already has a soul. Every brand has a core emotion at the heart of its identity. How do you uncover that emotional truth when working with technical or emerging industries? We often have to look at the world from a macroscopic point of view and ask what we are truly aiming to achieve. Emotion lives in outcomes. It lives in how a product of labour eventually fits into and solves a larger puzzle. In emerging industries, emotion isn’t found in features, but in impact. In energy and mobility, the emotional core is often relief, empowerment, or hope for a cleaner future. Once that purpose is clear, technology becomes a means, not the message and the brand begins to feel human rather than intimidating. Communication in newer sectors often requires shifting mindsets. How do you approach myth-busting, awareness building, and simplifying complex narratives for diverse audiences? It is never about sounding didactic without actual implementation of core solutions. The focus is always on impact—how does this help you or your business in the long run? Scepticism should be respected, not dismissed. People question new sectors because change feels risky. I focus on translating complexity into everyday relevance without diluting the truth. We lead with impact and data: time saved, money protected, mindsets improved. Different audiences need different entry points, but the same honest story. When communication is patient, clear, and relatable, myths dissolve and trust builds naturally. Culture often silently drives a brand’s external image. How do you cultivate internal culture so that employees become natural ambassadors of the brand story? A strong workplace culture can only be built on a clear and uncompromising value system, one that puts people first. That’s how respect is earned, not demanded, and how employees become genuine brand ambassadors. I anchor my approach in clarity of purpose, consistency between words and leadership actions, and creating spaces where people feel truly heard. In sustainability-driven work, people already arrive with belief. My responsibility is to protect and strengthen it, ensuring the internal lived experience mirrors the external narrative we stand for. What has been a defining moment in your PR or brand journey — a project, challenge, or insight that shifted how you think about communication? A defining moment for me was realising that clarity is more powerful than cleverness. Early on, I saw how simplifying a complex sustainability message helped a hesitant audience feel confident instead of overwhelmed. That shift taught me that communication is not about sounding impressive; it’s about being understood. Since then, I’ve focused on honest, grounded storytelling that meets people where they are, especially in sectors that are still finding their voice. The PR landscape in India is transforming rapidly — regional voices, digital communities, and purpose-led storytelling are gaining ground. What changes are you most excited to build for or contribute to? I’m most excited by the rise of regional voices, community-led narratives, and purpose-driven storytelling that feels real rather than performative. India’s sustainability story cannot be told from a single lens. I want to help build communication that is inclusive, locally rooted, and emotionally intelligent. As digital communities grow, PR has the opportunity to listen more, speak less, and create stories that reflect lived realities while still pushing the conversation forward.