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, Priyan DC, CEO & Founder of Star Squared PR, shares his insights on how PR is redefining its role in the brand ecosystem, the growing importance of authentic narratives, and what the future holds for the industry. He discusses how storytelling is no longer just a support function but a strategic driver of brand value. From early-stage startups to global giants, Priyan offers a masterclass in building credibility and connection in a fast-changing media landscape.? Finally, what do you think the PR function will look like in the next 3-5 years ?Çö especially as storytelling continues to blur the lines between content, communication, and commerce? Over the next 3-5 years, PR will continue to be a strategic value-add within marketing, holding its top place through the power of earned media. PR teams will work even more closely with leadership to shape narratives that reflect the brand?ÇÖs core identity.Technology will keep changing how PR operates. After a decade dominated by new-age formats like social media, blogs, vlogs, and forums, the coming years could be a playground for AI-driven formats like AR and VR. PR will continue to play a vital role in building brand reputation and contributing to the bottom line through relevant, timely storytelling. As original content grows in value, PR narratives and news media will remain trusted sources of credibility., CEO & Founder of Star Squared PR, shares his insights on how PR is redefining its role in the brand ecosystem, the growing importance of authentic narratives, and what the future holds for the industry. He discusses how storytelling is no longer just a support function but a strategic driver of brand value. From early-stage startups to global giants, Priyan offers a masterclass in building credibility and connection in a fast-changing media landscape.PR has traditionally been seen as a support function, but that?ÇÖs clearly changing. How do you see its role evolving in the broader brand ecosystem today? The media space is constantly shifting, and that is inevitable. New-age platforms like social media, podcasts, and video content are now front and center in how people consume and engage with stories. Amidst this transition, traditional news outlets are striving to stay relevant and claim their space in the new content mix. As formats evolve, so do audience expectations.Now, it is not just about brands having a digital presence anymore. It?ÇÖs about telling stories that carry authenticity and genuinely resonate with the audience. That ?Ç£real?Ç¥ factor has never mattered more, and that?ÇÖs where PR steps up. PR today is about building a consistent, credible digital footprint. At a time when attention is fragmented and credibility is far-fetched, this kind of presence stands out and plays directly into long-term brand strategy. This is why PR is now taking the spotlight from being a support function to becoming a key strategic lever in marketing. It?ÇÖs becoming one of the most effective ways to reach the right audience in a credible manner. From press releases to investor decks ?Çö how are brands ensuring one core narrative runs consistently across such diverse platforms? These days, brands are rarely one-dimensional. They operate across multiple geographies, with diverse business units, product lines, and spokespeople with each targeting different audiences. In this kind of have-it-all setup, having clear, consistent messaging across the board is an absolute necessity. Whether it?ÇÖs product storytelling, thought leadership, or executive visibility, brands need to speak the same language across every touchpoint. A strong messaging framework is the need of the hour. It helps keep the core vision intact while making room for timely pivots. It acts as a shared reference point for teams to curate everything from media interactions and press notes to internal decks and leadership communication.When many voices represent the brand, alignment also becomes important. There needs to be a simple, well-understood system for how messaging is used and how iterations are communicated?Çöso everyone, from internal teams to external stakeholders, stays on the same page.What does it take to craft a brand story that works across earned, owned, internal, and even paid media? Since each media format is unique in how it?ÇÖs consumed and shared, authenticity and consistency top everything else. What works today is storytelling that connects with human emotion and narratives that resonate across all stakeholder groups.Take Apple, for instance ?Çö a global brand that has consistently built memorable campaigns around simple yet powerful ideas. Think back to the 1997 Think Different campaign, where Mahatma Gandhi featured as a symbol of quiet revolution. This move made the core message clear that true greatness comes from those who dare to think differently, a sentiment that helped reshape Apple?ÇÖs identity. Or look at the more recent Relax, it?ÇÖs iPhone campaign. It's a perfect example of a confident, culturally attuned piece of storytelling that brings product reliability to life through everyday scenarios. Both campaigns are rooted in Apple?ÇÖs core belief, yet executed in ways that feel fresh, human, and relatable.It?ÇÖs always these simple, relatable ideas that tend to connect best with the audience. It begins with a deep understanding of what the brand stands for, spotting its core strengths, and tailoring narratives around them. With the right lens and consistent execution across owned, earned, and paid media, they can create real, lasting impact. You?ÇÖve worked with both early-stage startups and global brands. How does the storytelling approach differ across these stages? Right story framing starts with working closely with leadership to understand where the company stands today, what their long?term goals are, and what they expect from communication efforts.For early-stage startups, the narrative usually is all about their eureka moments, what led to their breakthrough, and the founder?ÇÖs vision. For global brands, it?ÇÖs more about their journey, how they?ÇÖre shaping global trends, how their technology is evolving, and establishing authority as thought leaders in their niche.Regardless of size, early-stage, mid-size, or large, the key is to find what truly sets a company apart. Every brand has a voice and a unique positioning that comes from its leadership, business model, product, culture, and vision. The success of any PR campaign depends on how well you can spot those distinct strengths and translate them into stories worth sharing and reading. Content created for PR often ends up informing social media, newsletters, and even ad campaigns. Is this becoming the new normal? Absolutely, and it?ÇÖs no surprise. PR teams spend a great deal of time curating and refining brand messaging, not just for the media, but as a starting point for broader content strategies. The narratives built for PR often become the foundation for 360-degree campaigns, whether it?ÇÖs social media, newsletters, websites, or even ad copy. This content is carefully tailored to meet short-term goals while staying aligned with the brand?ÇÖs long-term vision.Today, with AI-generated content flooding every channel, especially with the wide adoption of tools like ChatGPT, what truly stands out is thoughtful, human-centered storytelling that reflects brands?ÇÖ values, voice, and expertise. PR content brings that credibility. That?ÇÖs why we?ÇÖre seeing it flow across platforms and adding value. How is this shift impacting the way PR teams are structured internally ?Çö in terms of roles, skill sets, and collaboration with other teams? This shift has definitely influenced the way PR teams are structured. At Star Squared PR, we?ÇÖve seen the need for dedicated content professionals grow remarkably. We actively hire people with strong content backgrounds, including former journalists, to shape sharp, brand-aligned narratives and content strategies.While the client servicing team works closely with the media team to engage with journalists, our content team complements these efforts by crafting compelling media pitches, developing trending story ideas, and ensuring messaging stays consistent with the brand?ÇÖs positioning.In the current scenario, this type of collaboration is essential, especially as the media landscape is continuously changing. There?ÇÖs also a soaring demand for flexible and adaptable media professionals, people who not only understand traditional formats like print, television, and radio but also the ins and outs of ever-evolving digital platforms like social media, blogs, and vlogs. Strong narratives, cross-platform thinking, and seamless collaboration are what the shift demands.What kind of talent or mindset does modern PR demand ?Çö especially in a world where brand messaging is fluid and fast-moving? Modern PR has moved away from generalists handling everything to teams with specialists in distinct roles. There?ÇÖs a clear need today for strong content professionals, media specialists who know how to work with journalists, and client servicing professionals who understand both the brand and the media ecosystem.To be effective, teams need a good mix of agility, strategic thinking, and emotional intelligence. They must understand the audience they?ÇÖre speaking to and tailor strategies that actually resonate. Modern PR also calls for adaptability?Çötweaking messaging in response to real-time shifts. With much of PR now happening online, digital know-how across social media, analytics, influencer platforms, and content tools is a must. The best PR professionals need to be digitally fluent, stay open to learning, adapt quickly, and keep their work aligned to the bigger picture. Finally, what do you think the PR function will look like in the next 3-5 years ?Çö especially as storytelling continues to blur the lines between content, communication, and commerce? Over the next 3-5 years, PR will continue to be a strategic value-add within marketing, holding its top place through the power of earned media. PR teams will work even more closely with leadership to shape narratives that reflect the brand?ÇÖs core identity.Technology will keep changing how PR operates. After a decade dominated by new-age formats like social media, blogs, vlogs, and forums, the coming years could be a playground for AI-driven formats like AR and VR. PR will continue to play a vital role in building brand reputation and contributing to the bottom line through relevant, timely storytelling. As original content grows in value, PR narratives and news media will remain trusted sources of credibility.

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 an age where perception drives performance, Upasna Dash, Founder & CEO of Jajabor Brand Consultancy, is redefining how brands tell their stories. Started in 2017, with no capital and no formal PR training, Dash has built Jajabor into one of India?ÇÖs fastest-growing brand consultancies for startups and VCs?Çöpartnering with high-impact names across sectors from civic tech to D2C.Jajabor?ÇÖs approach goes beyond traditional PR, integrating strategic communication, content, and storytelling to deliver measurable business outcomes?Çöfrom market expansion to talent acquisition. Dash believes communication isn?ÇÖt a support function?Çöit?ÇÖs a growth strategy.She?ÇÖs also mentoring talent from Tier 2 and Tier 3 cities and championing a new generation of communicators. As AI reshapes storytelling, she remains firm that clarity, creativity, and context are the real differentiators.Bottom of FormYou launched Jajabor Brand Consultancy from a couch with zero capital and a one-person team. Looking back, what was the boldest decision you made in those early days that set the tone for JBC?ÇÖs growth?The boldest decision was simply deciding to start without a safety net, without prior business experience, and without knowing where it would lead. I had no legacy to build on, no capital to fall back on, and every data point said it was the wrong move. But I had conviction. That decision to trust my instinct over the odds set the tone for everything that followed. It taught me that clarity matters more than certainty. We built Jajabor Brand Consultancy with that mindset. We didn?ÇÖt take opportunities for granted. We worked harder, stayed nimble, and made room for bold thinking. Starting with nothing meant we had nothing to lose, which gave us the freedom to build a company that reflected what we truly believed in. That choice to begin, even when it felt irrational continues to define how we operate today.From working with Google and Coca-Cola without formal PR training to building one of the fastest-growing consultancies, what did the hustle teach you that textbooks never could?Everything I?ÇÖve learned about communication has come from doing the work, not reading about it. What textbooks don?ÇÖt teach you is that in this industry, outcomes matter. You can have the best intentions, but if you can?ÇÖt deliver impact, it doesn?ÇÖt count. I also learned to find joy in the work itself. I genuinely enjoy building brands, solving problems and helping businesses grow. That sense of purpose has kept me going through the hard days. And perhaps most importantly, I learned that nothing meaningful can be built alone. Building Jajabor Brand Consultancy has been about surrounding myself with people who challenge me, trust me and believe in the larger vision. That?ÇÖs something no course can teach you, you learn it by building from the ground up.You call JBC a growth hacker in the comms world. How exactly does communication drive measurable business outcomes like finding, hiring or market expansion?For us, communication is not a support function, it?ÇÖs core to business strategy. Whether it?ÇÖs entering a new market, attracting the right talent or building leadership visibility, everything we do starts with a clear business goal. From there, we build backwards. We don?ÇÖt measure success by how many stories we place or how much buzz we generate. We look at real-world results. Did it move the needle? Did it help the brand grow? That?ÇÖs the only metric that matters. Our approach is flexible in execution, but non-negotiable when it comes to impact. Communication done right should show up on the business dashboard. That?ÇÖs how we?ÇÖve always worked. It?ÇÖs why our clients don?ÇÖt just see us as PR partners, they see us as growth partners.In a world drowning in content, how do you help brands craft narratives that not only stand out but stay relevant over time?It starts with knowing what the brand truly stands for. We spend a lot of time helping brands define their core because if you don?ÇÖt know what your story is, no platform can fix that. Once the foundation is clear, it?ÇÖs about adapting the expression of that story to match where your audience is and how they?ÇÖre consuming content. Relevance isn?ÇÖt about chasing every trend. It?ÇÖs about being consistent in your values and responsive to the world around you. At Jajabor Brand Consultancy, we also look ahead. When things are going well, that?ÇÖs when we ask, what?ÇÖs coming next? What needs to evolve before the market changes again? That forward-thinking mindset allows us to keep brands not just visible, but culturally and commercially relevant over time.Your team has worked across 50+ industries ?Çô from civic tech to D2C. What?ÇÖs the secret sauce to customising comms strategies without falling into the template trap?We never walk into a brief with a formula. What we have instead is a strong strategic framework that we customise for every client. We start by understanding the business, how it makes money, what the customer journey looks like, where the trust gaps are. That depth allows us to craft communication that?ÇÖs relevant and precise. And because we work across such a wide range of sectors, we?ÇÖre constantly borrowing inspiration from one space to solve problems in another. A civic-tech platform can learn from a wellness brand. A fintech company might take cues from consumer goods. That cross-pollination keeps our thinking fresh. Most importantly, we never assume we know the answer on day one. We ask, we listen and then we build.Startups often want fast results while PR builds long-term credibility. How do you manage this tension between urgency and patience with founders?Both are valid, and both are needed. Founders often operate with tight timelines and high expectations. Our role is to bring structure and clarity to that urgency. We start by identifying which outcomes can be delivered quickly and which ones need to be built over time. For instance, we might launch a focused visibility campaign to address a short-term goal, while also working in parallel on a long-term narrative that builds credibility with investors or future hires. We don?ÇÖt try to slow things down, we just make sure the energy is going in the right direction. The best results come when we balance momentum with meaning. And when founders see communication driving real business outcomes, the relationship moves from transactional to strategic.With media shrinking and social bash-lag rising, how should modern brands prepare for real-time reputation management and crisis comms?Reputation today is shaped in real time, often on platforms brands don?ÇÖt control. That makes preparation even more important. What we tell our clients is simple, build trust before you need it. Engage with your audience consistently, not just when there?ÇÖs a campaign or announcement. When a crisis does happen, respond quickly but thoughtfully. Be honest, own what went wrong and clearly communicate what you?ÇÖre doing to fix it. People are more forgiving than we think, especially if they feel respected. At Jajabor Brand Consultancy, we rely on real-time data to shape our response. We?ÇÖre not guessing. We?ÇÖre listening closely to how people are reacting and adjusting the message accordingly. The best defence in a crisis is a brand that has already earned goodwill. That?ÇÖs what allows you to weather the noise.How is JBC reimagining PR?ÇÖs place within the larger marketing mix, especially when budgets favour performance over perception?PR and performance marketing are not competing disciplines, they solve entirely different problems. One drives conversion, the other builds conviction. We approach PR as a long-term business asset. It shapes how people perceive the brand, what they trust, and whether they choose to stay loyal when the ads stop running. You can buy attention through performance, but you have to earn belief through communication. That?ÇÖs where PR comes in. It creates narrative depth, cultural relevance and stakeholder confidence ?Çô outcomes that don?ÇÖt show up in click-through rates, but matter deeply to business growth. We align every campaign to measurable outcomes, but we also know that not all value is immediate. In today?ÇÖs ecosystem, brands need both: the precision of performance and the power of perception. PR isn?ÇÖt a nice-to-have. It?ÇÖs what makes everything else stick.You are mentoring talent from Tier 2 and Tier 3 cities and reshaping how young people see communications. What?ÇÖs your vision for the next generation of PR professionals in India? How do you see Gen AI reshaping the future of storytelling and PR?I?ÇÖm very optimistic about this generation. They come in with confidence, curiosity and the belief that their voice matters. That changes the energy of the room, and I find it incredibly inspiring. At Jajabor Brand Consultancy, we actively create space for young professionals from across the country to lead, question and contribute. We want to build a culture where experience and fresh thinking can coexist. As for AI, it will change how we work, but it won?ÇÖt change why we do what we do. The future of storytelling will rely on people who know how to think, not just how to prompt. AI can accelerate the process, but it cannot replace judgment, creativity or context. The real opportunity lies in using technology to scale our thinking, not outsource it. That?ÇÖs the mindset we?ÇÖre trying to cultivate. 

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 today?ÇÖs complex and fast-moving communication landscape, the role of corporate communicators continues to expand?Çöbridging leadership intent, stakeholder trust, and brand reputation. Vidya Mohan, Chief - Corporate Communications and Head of the Innovation Centres at KPMG in India, brings over two decades of experience navigating this evolving space. Her work reflects a thoughtful approach that blends strategy with empathy?Çöwhether it?ÇÖs aligning internal messaging during change, engaging with emerging technologies like generative AI, or strengthening reputation in a highly regulated industry. Mohan?ÇÖs perspective is shaped by real-world challenges, grounded leadership, and a clear understanding of what it takes to build credibility over time. In this PR Conversation with Adgully, Vidya Mohan shares her insights on the shifting expectations from communication leaders, her principles for navigating crisis and change, and why purpose and authenticity remain central to impactful storytelling. You?ÇÖve had a rich career across diverse communication roles. What personal values or leadership principles that have consistently guided you through these transitions? Empathy, integrity, and curiosity have been my compass. In communications, what you say matters?Çöbut how you make people feel matters more. My guiding principles have been authenticity and empathy because people connect with trustworthiness and consistency, not just polish. And I believe in staying curious?Çöthis is what keeps you evolving with the changing landscape. In a highly regulated and reputation-sensitive industry like professional services, what are the core pillars of a robust PR strategy that truly builds and protects brand trust? Clarity, credibility, consistency, and compliance. In our sector, the margin for error is narrow. Every piece of communication must be backed by facts, aligned with firm values, and tailored to stakeholder expectations. You don?ÇÖt just build reputation?Çöyou earn it over time, especially during challenging moments. How has KPMG India?ÇÖs communication approach evolved in recent years to meet rising expectations around transparency, ESG commitments, and purpose-driven narratives? Today?ÇÖs stakeholders expect more than messages?Çöthey expect meaning. Our communications are deeply interwoven with our ESG agenda and core values. Whether it?ÇÖs our innovation efforts in sustainability, or our people-first stories, our focus is on transformational storytelling and not transactional?Çöamplifying impact, not just activity. With over two decades in corporate communications, how do you approach crisis management today?Çöespecially in a world where reputational risks can escalate within minutes? Speed is critical, but so is substance. I believe in scenario planning and psychological readiness?Çönot just media responses. Our approach is proactive listening, quick cross-functional alignment, and a calm, human-centred response. Could you share a specific instance of a communications challenge or crisis you navigated?Çöand how it shaped your approach to proactive reputation management? One example was during a regulatory change that affected the broader industry. The external noise was high, and speculation rampant. We chose not to react impulsively. Instead, we took a moment to engage internally, align facts, and lead with a grounded response. That experience reinforced for me that silence is not weakness?Çöit?ÇÖs strategy when used with intent and timing. AI is transforming the media and communication landscape. How do you see generative AI tools impacting PR strategy, media monitoring, and stakeholder engagement? We?ÇÖre at the intersection of experimentation and caution. GenAI offers great promise?Çöfrom rapid content generation and translation to predictive media analysis. But it also demands a sharp human lens to ensure tone, context, and judgment. At KPMG, we?ÇÖre piloting tools in safe environments?Çöbalancing innovation with responsibility. What?ÇÖs your framework for aligning external and internal communications?Çöespecially during moments of change, crisis, or regulatory shifts? We mostly try to align leadership messaging, frontline understanding, and public articulation?Çöall anchored to our core values. Internal buy-in precedes external outreach. Communication doesn?ÇÖt start at the press release or press statement; it starts with listening to your people and listening to the unsaid. As a communications leader, how do you balance authenticity, discretion, and speed in high-pressure situations while preserving the integrity of your brand?ÇÖs voice? By trusting the process and knowing when to pause. In pressure situations, there?ÇÖs often a rush to ?Ç£say something.?Ç¥ But the real value is in ?Ç£saying the right thing.?Ç¥ Authenticity doesn?ÇÖt mean full disclosure?Çöit means honest, respectful engagement. We work closely with our risk and legal teams along with leadership to ensure our voice remains principled yet human. ???Finally, if you had to sum up the essence of great communication in one sentence, what would it be? Effective and Impactful communication doesn?ÇÖt just inform?Çöit transforms people?ÇÖs perception through trust, empathy, clarity and consistency.

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. 

Public relations has long been synonymous with noise?Çöbig launches, splashy headlines, grand events, and relentless pitching. For years, the goal seemed singular: stay in the news. But as we are all beginning to realise, visibility without value rarely leads to impact. In a world oversaturated with content, the brands cutting through are those that have consciously chosen to speak less, but say more.The swing we are witnessing is not about being quieter?Çöit is about being sharper. It is about knowing that clarity and consistency beat volume and virality. This is not about keeping up with the news cycle. It is about being intentional with how, where, and when you show up.Precision Over VolumeThe traditional PR playbook often focused on reach. How many journalists can we pitch to? How many press releases can we push out this month? But the best outcomes today are coming from fewer, more meaningful conversations. One journalist who truly understands your story will always be more valuable than twenty barely-interested mentions.The same applies to storytelling. Trying to cater to every audience dilutes a brand?ÇÖs voice. A focused, well-articulated narrative built on a few powerful themes will resonate longer and go further. The brands making a lasting impression today are the ones that are not trying to be all things to all people?Çöthey are focused, deliberate, and selective.The Power of a Strong Core MessageA minimalist approach starts by asking: What do we want to be known for?It is surprising how often companies skip this question and jump straight into media outreach. Without clarity on positioning, all PR efforts risk becoming noise. The most effective brands are the ones that have reduced their communication to a single idea that is hard to ignore.Think of brands like FAE Beauty. They are not flooding social media or chasing news cycles. Their strength lies in a clear, inclusive message that is consistently delivered?Çöthrough carefully chosen editorials, digital creators, and product language. They are not speaking all the time. But when they do, people listen.Media Placements That MatterImpact is no longer measured by the number of mentions. One strong piece in a trusted, high-authority outlet can generate more conversations, leads, and loyalty than ten generic features. For brands that understand this, PR is no longer about presence. It is about influence.BlissClub is a great example. They did not bet on celebrity endorsements or high-visibility events. Instead, their PR investments went into building a real community and giving it a voice. Founder-led storytelling and authentic narratives around comfort and inclusivity found a home in platforms that mattered to their audience. Less media, stronger message.Real-Time Relevance Over Round-the-Clock ContentMinimalist PR is not passive?Çöit is observational. You do not need to be part of every trending topic. You need to know which conversations deserve your voice. Timing, alignment, and context do far more for credibility than constant commentary.Often, the most authoritative brands are the ones that are not constantly trying to go viral. They wait for the right moment, and then show up with something meaningful. It creates trust. It creates recall. And most importantly, it sets a higher standard for how a brand communicates.Sustainability of MinimalismThere is another often overlooked benefit of minimalist PR, it is far more sustainable. Teams do not burn out chasing daily relevance. Brands do not need to reinvent their message every quarter. Everyone involved?Çöclients, agencies, even media partners?Çöoperates with more intention and less pressure.Creativity does not come from speed. It comes from space. Minimalist strategies give space for ideas to mature, for stories to deepen, and for relationships to grow. The result is less reactive and more meaningful PR.Why This Approach Fits Today?ÇÖs WorldPeople are tired of being sold to. They are tired of brands that talk endlessly but say very little. In the aftermath of a pandemic that redefined values and priorities, audiences are seeking honesty, clarity, and restraint. They want to trust. They want to relate. They want less noise and more truth.Minimalist PR is well-suited to this reality. It helps brands strip away what does not serve them and double down on what does. It is a long-term, strategic choice. And it works.Whether you are a challenger brand trying to find your voice or an established one trying to stay relevant, the question worth asking is no longer ?Ç£How do we say more??Ç¥ but rather ?Ç£How do we say less, but better??Ç¥Because sometimes, saying less is exactly how you get heard.

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.

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 edition, we speak with Neha Kandalgaonkar, Vice President & Head of Corporate Communications & PR, Procam International. With over 12 years in the sports communication space, Kandalgaonkar shares her journey and insights into how the narrative around sports events and athletes has evolved?Çöfrom traditional media relations to crafting holistic brand experiences. She also speaks about her experiences handling top sporting properties like the Hero Hockey India League and ICC tournaments, her milestones, key learnings, and advice for young PR professionals looking to make their mark in the dynamic world of sports and events communications. The Tata Mumbai Marathon has become more than just a race?Çöit?ÇÖs a movement. From a PR perspective, what has gone into shaping its identity as India?ÇÖs largest sporting platform for philanthropy? In PR, there?ÇÖs no clear starting point, and the finish line is never in sight. It?ÇÖs a constant search for stories that can break through the clutter and build brand mileage. We never focused only on the race or its sporting aspect. Luckily, running is a sport that inherently brings only positives: growing in impact and adding real value to cities and communities, whether in terms of health, social, economic, or cultural benefits. Our role in PR is to help bring these stories to the forefront, giving the right voices the right platform. Additionally, it wasn?ÇÖt just about highlighting the philanthropy aspect; we also closely worked with our NGO partners, helping them understand the nuances of PR, what works from a media perspective, and how they can market themselves for better reach and visibility. Over the years, how have your communication strategies evolved to reflect TMM?ÇÖs growth and impact across sectors like health, education, and community development? Over the past decade, the landscape of storytelling has become increasingly cluttered. The rise of social and digital media has led to a flood of content ?Çô commercial or misleading. In such a saturated space, authentic, positive, and impactful stories often struggle to find their place. This is where TMM stands apart. Far more than just a race, TMM has consistently driven tangible change, enhancing the city?ÇÖs health index, fostering social awareness through philanthropy, and positively influencing the youth. It encourages discipline, focus, and holistic well-being, subtly steering young minds away from negative influences toward a more constructive path. Our communication strategy has evolved in step with this growing impact. We focused on curating and amplifying narratives that highlight both the emotional and societal relevance of the event. By carefully balancing earned media with owned platforms?Çösocial media, influencer collaborations, event telecasts, and initiatives like Beyond the Finish Line?Çöwe?ÇÖve built a storytelling ecosystem that reflects the multifaceted nature of TMM. To deepen credibility and showcase long-term impact, we also commissioned a Socio-Health-Economic Impact Report in collaboration with the International Institute of Sports & Management. This has helped position TMM not just as an event but as a powerful movement at the intersection of health, education, and community transformation. Tell us more about the TMM Agro Forest Initiative. How do you weave environmental impact stories into the larger PR narrative of the marathon? At Procam, we?ÇÖve always believed in initiatives that create meaningful, long-term change. When we conceptualized the TMM Green Bib ?Çô An Agro Forest Initiative, our vision was clear: we didn?ÇÖt want to launch just another tree plantation drive. We sought something deeper?Çösomething that would transcend symbolism and have a tangible impact. With United Way Mumbai as our partner, we found an organization that shared this commitment. Together, we shaped a model rooted in environmental sustainability and community empowerment. The Agri + Horti plantation approach not only supports climate change mitigation, but also provides sustained livelihoods to farmers in Solapur. In just two years, the initiative has achieved the planting of 11,663 saplings, the restoration of 29.7 acres, and the raising of over Rs 74 lakh for the local community. Each tree costs Rs 635 to grow over three years, including planting, protection, maintenance, and farmer support. Participants could opt for a Green Bib and become TMM Evergreeners, running with a special bib on Race Day and receiving geolocation details of the trees they helped nurture. In terms of communication, authenticity and credibility are non-negotiable. We weave this into the larger PR narrative by targeting the right platforms and journalists?Çöthose who value purpose-driven stories?Çöand by consistently showcasing the measurable impact of the initiative. Through the Green Bib, we?ÇÖve shown that environmental responsibility can be more than a message?Çöit can be a movement aligned with the spirit of the marathon itself. How important is it to position a sporting event as a catalyst for long-term social and environmental change, and what?ÇÖs the PR strategy behind it? Sports have a unique way of uniting people. They spark positivity, foster a sense of belonging, and inspire collective purpose. At their best, sports and fan communities to come together and stand for something greater than themselves. When we harness this powerful spirit to address social causes, fulfill community needs, and promote the culture of giving back, the impact can be swift and deeply transformative. That?ÇÖs the unmatched power of sports. A powerful global example is the Immortal Fans campaign by Sport Club Recife in Brazil. By linking football fandom with organ donation, the club turned passion into purpose?Çödramatically increasing eye and organ donations. It?ÇÖs a reminder that when sport taps into its emotional core, it can shift behaviour, change mindsets, and even save lives. From a PR standpoint, the strategy is clear: focus on storytelling that connects sport with social good. Elevate real stories of change. Collaborate with purpose-driven partners. And amplify through platforms where the message can resonate, be it traditional media, digital influencers, or grassroots networks. You?ÇÖve had over 12 years of experience in the sports communication space. How has the narrative around sports events and athletes evolved during your career? The media landscape has been evolving rapidly, where the traditional meets the new-age, all at once. Conventional channels haven?ÇÖt disappeared; they?ÇÖve simply adapted, taking on new avatars shaped by fresh narratives, speedy timelines, and ever-shifting formats. In today?ÇÖs world, powerful stories and compelling narratives take center stage, while platforms and formats have become increasingly agnostic. That?ÇÖs why I?ÇÖve always focused on the power of words?Çöto bridge both worlds. While modern platforms engage Gen Z and Alpha, it?ÇÖs essential to communicate with clarity, relevance, and emotional depth that resonates across generations.In sports and athletics, live TV remains the primary source of real-time coverage, but the conversation continues long after the event, driven by performance recaps, fan reactions, and cultural context. This is where digital truly shines?Çöshaping narratives through what people share, like, and emotionally connect with. Athletes today are more than competitors?Çöthey?ÇÖre personal brands and content ecosystems. As a result, PR has moved beyond event coverage to become a continuous stream of storytelling, personality building, and audience engagement. It?ÇÖs not just about moments?Çöit?ÇÖs about momentum. From handling top sporting properties like Hero Hockey India League and ICC to now leading comms at Procam?Çöwhat have been your biggest professional milestones and learnings? I?ÇÖve had the privilege of working across diverse sports, federations, policymakers, and marquee events?Çöeach with its own philosophy and communication style. What unites them all, though, is the power to inspire?Çöto radiate positivity and hope. Cricket and league formats thrive on high-energy, fan-first narratives?Çöloud, passionate, and emotionally charged. In contrast, running tells quieter, deeply personal stories. It?ÇÖs about human resilience?Çöthe extraordinary journeys of everyday people. While platforms like the ICC, ATP, and hockey offered global scale and visibility, running gave me something more profound: a sense of connection. It shifted my lens from spectacle to substance, allowing me to craft stories that speak to individual transformation and purpose. I?ÇÖve never chased milestones, but the moments have been significant?Çö when an NGO sent a personal note thanking me for the visibility they and their cause received, to welcoming Olympic medalists and Grand Slam champions as Procam ambassadors, to turning them into guest editors or centerpieces of feature campaigns. These weren?ÇÖt just celebrity endorsements; they were storytelling opportunities that brought new dimensions to the sport and the brand. Ultimately, it?ÇÖs the journey that excites me. The people, the stories, the impact?Çöthat?ÇÖs where the real magic lies. What advice would you give to young PR professionals looking to make a mark in the sports and events space? Stay true to your story, speak up no matter how silly you think your point of view is, and always stay curious. We all want to act to stand out. However, it is essential to listen, observe, and then take action. In today?ÇÖs media-sensitive world, there?ÇÖs little room for negativity. ?ÇÿThe truth or the positive?ÇÖ has a way of surfacing and standing strong, sooner than you think. And when it comes to PR, time and timing are everything. Knowing when to say something is just as important as what you say.

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, Priyanka Bhatt, Founder & CEO of Equations PR & Media, shares the inspiration behind launching the agency, its core mission, and what sets its integrated digital-first PR approach apart. She also discusses tailoring strategies across sectors like SaaS, healthcare, and alco-bev; talent cultivation across Mumbai and UAE; key hiring attributes; ROI-driven KPIs; future plans for new markets, sectors, and long-term vision. What inspired you to launch Equations PR & Media in 2014, and how did your early experiences at Canvas Entertainment shape the firm?ÇÖs DNA?In 2014, I sensed a missing gap in the PR industry, while most agencies chased top-tier retainers and only media relations, no one was focusing on building a ?Ç£safe space?Ç¥ for startups to grow with strategic storytelling. I was 24, surrounded by young entrepreneurs, and driven by a zeal to create impact for brands that didn?ÇÖt have massive budgets but had bold ideas. My early stint at Canvas Entertainment gave me a solid foundation in business acumen, leadership, team management, going out of my comfort zone, experimenting with bold ideas, redefining what new could be done in the PR industry but the constraints of corporate life made me crave freedom to create, innovate and execute without hierarchy. I had a strong risk-taking appetite and knew that stepping out of my comfort zone was necessary to build something meaningful and long-term.With Equations PR & Media, the goal was clear: deliver 5X results with budgets that clients could afford, backed by smart media strategies and authentic brand story-telling. Today, that vision has led us to partner with over 200 + brands, many of which were startups that trusted us in their 0 to 1 journey. Equations was born not just out of ambition but out of a need to redefine how early-stage storytelling could scale visibility, without burning out a founder?ÇÖs budget. How do you define Equations?ÇÖ core mission today, and what sets your integrated ?Ç£digital first?Ç¥ PR approach apart in a crowded market? At Equations, our core mission is to be a creative-led, results-driven communications hub that helps brands narrate their most authentic stories, with measurable business impact at the center. We pride ourselves on being an ideas-first agency, where strategy is born from insight and deep research, not just mere templates. Every pitch, campaign, and media narrative is rooted in deep research and relevance. With a digital-first approach, we don?ÇÖt just chase media coverage; we craft brand stories that are optimized for virality, SEO, and digital traction aligning perfectly with the current content consumption patterns. Our research-driven capabilities help us identify what will work best for your industry, audience, and platform ensuring sharper positioning, stronger messaging, and higher visibility. We operate with a hustler mindset, whether it?ÇÖs chasing tight deadlines, securing coverage in top-tier publications, or turning a small story into a powerful campaign, we believe in outworking the noise. Unlike traditional PR models, we deeply focus on measuring real business impact from audience engagement and lead generation to website traffic spikes and investor interest. What truly sets us apart is our strength as a creative + content powerhouse, where storytelling, brand voice, visual campaigns, and media relationships work in perfect synergy.We?ÇÖre not just a PR agency; we?ÇÖre a strategic partner for brands that want to scale and grow their business and use PR and strategic communications to stand out in the clutter. From press to podcasts, memes to thought leadership, we design multi-platform campaigns that start conversations. In a crowded market, we don?ÇÖt just push brands forward. We make them unmissable. Equations works across startups, SMEs and large enterprises in verticals from SaaS and healthcare to alcobev. How do you tailor your PR and digital marketing strategies to such diverse industries? We believe that no two industries or brands are the same. What works for a D2C skincare brand may not move the needle for a B2B SaaS product. That?ÇÖs why our approach starts with understanding the client?ÇÖs ecosystem inside-out. We invest heavily in in-depth research from decoding industry trends and mapping competition to understanding cultural nuances and media tone. This gives us a foundational layer to build positioning that?ÇÖs both relevant and timely. More so, it?ÇÖs about understanding what truly ticks with consumers and what?ÇÖs leading to the buying behaviour and purchase decision. PR in today?ÇÖs world is no longer just about press releases and media placements. It?ÇÖs a mind game. It?ÇÖs about understanding what keeps your audience awake at night and creating stories that comfort, inspire, connect, or challenge them. Our strategies are built by first mapping the pain points, desires, needs, desires, fantasies and decision-making patterns of our customers. We use that insight to design communication that triggers emotional connection and recall. Whether we?ÇÖre working with a fast-scaling startup or a legacy enterprise, we treat every brand story like a movement in the making. We focus on digital-first storytelling content that is platform-optimized, SEO-backed, and conversation-worthy. In an age of information overload, we build strategies that go beyond brand awareness, we engineer brand affinity. And that involves strategic partnerships, creator collaborations, and aligned community narratives. We also customize tone, format, and content cadence based on industry and audience behaviour from long-form explainers for SaaS to bold, edgy storytelling in alco-bev and lifestyle.Our goal isn?ÇÖt just to make noise. It?ÇÖs to make intentional, meaningful noise that moves your brand forward in the minds of your customers, stakeholders, and the media. You have built a strong reputation with VC backed ventures?Çöwhat are the biggest PR challenges early stage startups face, and how do Equations help them overcome these? One of the biggest pain points early-stage start-ups face is visibility, especially the kind that translates into investor attention. Most of them are busy building the product, and PR often takes a backseat until they realize that even the best products need storytelling to get funded. We?ÇÖve closely worked with seed to Series C+ start-ups, and we understand how critical it is for them to stand out in a sea of pitches. That?ÇÖs why we approach PR for start-ups as a reputation-building engine, not just as a promotional tool. We help them establish thought leadership early on, positioning founders as experts in their domains by getting them featured in industry stories, startup columns, ecosystem events, and podcasts, amongst others. Our team actively nurtures relationships with startup and VC-focused journalists across top-tier publications. We don?ÇÖt just pitch stories, we build narratives that align with the market pulse and investor appetite. We also understand the importance of creating a safe, founder-first PR ecosystem. In the last decade, we?ÇÖve supported 200+ start-ups, many of whom raised multiple rounds post their brand narrative hitting the media. Our ?Ç£less budget, more noise?Ç¥ mindset is what allows us to create maximum impact with lean resources, something every early-stage founder truly value. Beyond media coverage and social metrics, what KPIs or business outcomes do you track to demonstrate ROI to clients? One of the most complex yet essential aspects of PR is measurement. Unlike digital ads where ROI is numerically defined, PR has long battled the challenge of quantifying impact. However, in today?ÇÖs evolving landscape, technology and AI-powered tools have helped bridge that gap significantly. At Equations, we go beyond vanity metrics like social likes or shares and dive deep into qualitative and quantitative PR intelligence. We measure: Impressions & Reach: To evaluate how far our messaging has traveled across platforms, both traditional and digital. Share of Voice (SOV): We track how much of the market conversation a brand owns compared to competitors especially during campaigns, product launches, or funding announcements. Message Penetration: We analyze whether the key messages delivered during PR outreach are consistently represented in media articles and interviews. Tonality & Sentiment Analysis: This helps us assess if the brand is being positioned positively, negatively, or neutrally, and allows for quick pivots in communication if needed. Qualitative sentiment with media stakeholders: Regular perception audits with senior journalists, Editors, influencers help us gauge how effectively our PR is working and how the needle has moved in terms of recall. Visibility Index: A composite metric that factors in volume, quality of coverage, tier of publication, journalist credibility, and relevance to the brand?ÇÖs business goals. Backlink Quality: For digital PR, we also track how many high-authority backlinks we?ÇÖre able to generate from earned media feeding into SEO health. Influencer Integration Metrics: For campaigns involving influencers or content creators, we track engagement rates, saves, shares, reach, and conversions through tracked links. We also leverage AI and real-time analytics tools such as Meltwater, Wizikey, Trendkite, Brandwatch, and SEMrush, depending on the client and scope. These allow us to track sentiments and conversations globally, analyze competitor coverage, and even suggest optimized outreach windows. That said, PR is ultimately about volume and resonance. There?ÇÖs a saying ?Ç£Action speaks volumes,?Ç¥ and we believe PR?ÇÖs volume lies in how deeply people remember, repeat, and act upon your message. Over 10+ years, how have you cultivated and retained talent across your Mumbai and UAE offices, and what key attributes do you look for when hiring PR and digital specialists? Culture is our foundation. From day one, Equations has been built on the idea of creating a space that feels like a launchpad, not a cubicle. We?ÇÖve fostered an environment where creativity thrives, ideas are welcomed, and execution is non-negotiable. We believe in ?Ç£people-first, pressure-never.?Ç¥ Over the years, we?ÇÖve transitioned from a traditional media agency to a digital-first, integrated PR hub, especially with the rise of D2C brands who demand agility, visibility, and storytelling at scale. This transformation required not just new tools, but new talent mindsets. In both our Mumbai and UAE offices, we?ÇÖve focused on hiring talent that: Has a ?Ç£hustler mindset?Ç¥ with the ability to multitask across platforms. Thinks strategically and creatively someone who sees content, comms, and commerce as a cohesive funnel. Is digitally literate and understands how PR isn?ÇÖt just about media placements anymore, but also about influencer networks, SEO, and digital brand presence. Embraces AI tools and automation as enablers, not threats. We actively train and upskill our team in using AI-enabled platforms as they adapt with changes which improve productivity, but also allow us to stay ten steps ahead in understanding audience insights. We?ÇÖve cultivated talent through: Mentorship-led leadership over rigid hierarchies. Cross-industry exposure, giving team members a chance to work with everything from fintech to fashion to alco-bev to crypto making them multidimensional professionals. A strong learning loop, where we hold weekly internal huddles to break down case studies, new media trends, or AI integrations. Encouraging ownership and risk-taking from even our youngest hires. That?ÇÖs how we grew with startups. We mirror their spirit internally. As a firm working extensively with VC-backed startups and global D2C brands, we understand that speed, storytelling, and sustainability in strategy is what sets the new PR narrative apart. So, we hire people who think like builders, not just executors. Retention for us is not about perks; it?ÇÖs about purpose. We?ÇÖve seen our team members evolve from interns to leads because they?ÇÖve been trusted with meaningful work, had their voices heard, and been given space to grow. Looking ahead, what new markets, sectors or service lines are Equations PR & Media planning to explore in the next 2-3 years, and what?ÇÖs your long term vision for the company? Since our inception, Equations PR & Media has been deeply embedded in the startup and the SME ecosystem. Our early focus on tech-driven, VC-backed startups allowed us to shape and scale early-stage companies from scratch especially in domains like SaaS, fintech, edtech, healthtech, AR, and VR. As we evolve, we are actively steering our direction towards B2C / D2C consumer brands that are bold, disruptive, and brands who have a purpose. From D2C beauty to consumer gadgets, our aim is to craft mass resonance through relatable and real-time campaigns. With the rapid emergence of AI-led deep tech brands, our agency has already built domain expertise in telling complex innovation stories in simple, impactful ways. We aim to further specialize in PR for AI-first and deep-tech ventures to help them build trust, visibility, and public understanding. On the other side, there?ÇÖs a growing demand for brands that reflect emotional story-telling, values, and purpose. We?ÇÖre preparing to work with lifestyle, fashion, and sustainability-first labels those who are rewriting what culture means in 2025 and beyond. 

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 an exclusive interaction with Adgully, Rajiv Banerjee, Head of Communication ?Çô India & South Asia at Standard Chartered Bank, shares insights on the evolving role of corporate communications. Drawing from his extensive experience across organizations like Standard Chartered Bank, Piramal Enterprises, and HDFC Bank, and his editorial roots at Brand Equity, The Economic Times, Banerjee discusses how digital transformation is reshaping communication strategies, the value of media storytelling, and the importance of humanizing financial brands, especially when addressing topics like financial inclusion and economic disparity.As a corporate communication leader, what is the primary focus of the mandate?As a corporate communication professional, I see myself as a communication and reputation counsel to the brand. In this context, it is important to follow and practise ?Çÿintegrated communication?ÇÖ, which is a combination of external communication, internal communication and social media. The overarching umbrella of ?Çÿintegrated communication?ÇÖ involves storytelling and narrative building, keeping in mind a 360-degree perspective. And it holds true for managing any potential reputation issues facing the brand.With your extensive experience in corporate communications across leading organizations like Standard Chartered Bank, Piramal Enterprises, and HDFC Bank, how have you seen the role of corporate communications evolve over the years, especially in the context of digital transformation?I believe, the core of communication remains unchanged and that?ÇÖs storytelling. What has evolved over years are the means or platforms to narrate the story of the brand. Over time, platforms have evolved, like for example, digital. Today, there are multiple platforms on digital and social media for owned and earned media that complement the conventional means of acquiring visibility for the brand. Right from social media to pod-casts, blogs to websites; there are numerous platforms available, both for brands as well as for the media industry. In this context, it is important for brands to choose the platforms that are most appropriate, to reach their target audience and enhance visibility. Spray and pray does not work. Precision targeting is more likely to fetch the desired results.As a former Editor, you have a deep understanding of brand and media narratives. How has your journalistic background influenced your approach to corporate communications, particularly in terms of media relations and content strategy?As a journalist my job entailed covering sectors and reporting on them. It involved storytelling. When I switched to corporate communication, the aspect of storytelling continued, albeit for the brand I represented. So, you can say, storytelling is the common thread that continues across journalism and corporate communication. Media relations and content go hand-in-hand. You cannot hope to get a particular media interest (no matter how good a relationship you have with him or her) if you don?ÇÖt have a compelling story to share.Having worked in both editorial and corporate communications roles, how do you see the relationship between media and corporate communication teams evolving in the future?As a former journalist and now a communication professional, I have seen both sides of the fence. The relationship between media and corporate communication, in my mind, is not adversarial but symbiotic. Both sides stand to benefit in this relationship. Corporate communication and PR professionals need to view this relationship not as a one-off transaction, but as a long-term strategic investment. Just like remaining invested in SIPs fetches returns in the long run, the same holds true when it comes to engaging and developing long term relationships with the media fraternity. For the media, sure, there could be some minor hiccups from the other side, but the endeavour from the communication fraternity is to always help value-add and enrich.With the increasing role of digital and social media in shaping public perception, how do you manage crisis communications, particularly when dealing with real-time news and customer concerns on social platforms?Reputation management today is very dynamic, particularly with real-time information dissemination platforms like social media and digital, playing a critical role. Customers also have impactful channels like social media to voice out both their praise for and grievances against brands. We have seen enough instances of a customer grievance amplifying into a full-blown reputation issue for brands. In my view, crisis communication involves real time monitoring of the conversations taking place on say, the social media, understanding the narrative that?ÇÖs shaping up in the mainstream media, updating key internal stakeholders and finally ensuring a clear articulation of a brand's perspective or point of view.In your experience, how important is it for financial institutions to engage in storytelling and humanize the brand in their communications, especially when addressing sensitive topics like financial inclusion and economic disparity?Irrespective of the sector or business segment, storytelling is central to brand building, be it through marketing or PR. Banks and financial institutions have used storytelling to educate, impart knowledge and create awareness among customers and society. Educating the public to remain vigilant and not fall prey to cyber frauds is a good example of how storytelling has been used by banks and financial institutions on an important subject like cyber-security. Likewise, financial inclusion is another area in which storytelling has played a pivotal role. Storytelling is an integral part of our lives, personnel and professionals. As long as there are stories, there will be storytelling. It has been so over many millennia and will continue in the coming time.

The landscape of public relations (PR) is experiencing a profound transformation, fueled by the meteoric rise of artificial intelligence (AI). What was once a distant vision has become a tangible reality, seamlessly integrating into the daily workflows of PR professionals. As a seasoned specialist in PR and corporate communications, I?ÇÖve observed how AI is not a competitor to our craft but a co-pilot?Çöan ally that enhances our capabilities, streamlines our efforts, and makes our lives easier. This synergy between human expertise and machine intelligence is redefining the future of communications, ushering in an era of unprecedented efficiency, creativity, and connection.The AI Revolution in PR: A Co-Pilot for EfficiencyPublic relations thrives on precision and timeliness, two areas where AI shines as a reliable partner. Far from replacing us, AI takes on the heavy lifting of repetitive tasks, allowing PR professionals to focus on what truly matters: strategy and relationship-building. Tools powered by automation can monitor media in real-time, track sentiment across platforms, and compile detailed reports faster than any human could. This efficiency isn?ÇÖt about competition?Çöit?ÇÖs about empowerment, giving us the bandwidth to elevate our work.Take media monitoring, a cornerstone of PR. Where we once spent hours combing through articles and posts, AI now scans thousands of sources instantly, using natural language processing (NLP) to flag trends, mentions, and potential issues. As a co-pilot, AI doesn?ÇÖt dictate our decisions; it equips us with insights to act swiftly and decisively, keeping us ahead in a dynamic digital world.Personalization at Scale: A Helping Hand for RelevanceIn today?ÇÖs communication landscape, audiences crave relevance?Çöa challenge AI helps us meet with ease. By analyzing vast datasets like demographics, behaviors, and engagement metrics, AI segments audiences with pinpoint accuracy. This allows us to craft tailored messages that hit the mark, whether for a niche consumer group or a global stakeholder. AI isn?ÇÖt here to outdo us; it?ÇÖs here to make personalization scalable and effortless.For example, in email outreach, AI suggests optimized subject lines, predicts ideal send times, and refines tone based on recipient data. The result? Stronger connections and higher engagement?Çöall made possible by a co-pilot that complements our instincts with data-driven precision. With AI by our side, we can deliver impactful communication without the guesswork.Storytelling Amplified: Creativity?ÇÖs Perfect PartnerSome worry AI might overshadow human creativity, but in PR, it?ÇÖs proving to be a collaborator that enhances our storytelling. AI doesn?ÇÖt compete with our imagination?Çöit fuels it. Predictive analytics can forecast a narrative?ÇÖs potential success, while content generation tools offer drafts for press releases or social posts that we can refine with our unique flair. This partnership sharpens our craft, blending data with artistry.Imagine launching a campaign: AI analyzes competitor strategies, identifies market gaps, and suggests resonant keywords?Çöall in moments. Armed with this, we weave stories that captivate and stand out. AI as a co-pilot doesn?ÇÖt replace our voice; it amplifies it, making our creative process smarter and more effective.Crisis Management: A Proactive AllyIn crisis communication, where speed is critical, AI serves as an indispensable co-pilot. Social media has accelerated the pace of crises, but AI helps us stay ahead by detecting early warning signs?Çönegative sentiment spikes or trending issues?Çöbefore they escalate. It can even simulate response scenarios, guiding us toward the best path forward. This isn?ÇÖt about AI taking over; it?ÇÖs about giving us the tools to protect brands with agility and confidence.By lightening the load of real-time monitoring and analysis, AI lets us focus on crafting empathetic, strategic responses?Çöproving it?ÇÖs a partner, not a rival, in high-stakes moments.The Human Touch: A Balanced PartnershipAI?ÇÖs role as a co-pilot doesn?ÇÖt diminish the human essence of PR?Çöempathy, intuition, and authenticity remain our domain. Automation handles logistics and data, but building trust and relationships requires a human touch. The key is balance: leveraging AI to simplify our work while ensuring our humanity shines through. AI makes our lives easier by removing grunt work, not by replacing our judgment.We must also navigate AI?ÇÖs limits, like potential biases in data or the risk of over-automation eroding personal bonds. As co-pilots, AI tools rely on our oversight to stay aligned with ethical and creative goals.The Future: A Collaborative HorizonThe rise of AI in PR isn?ÇÖt a threat?Çöit?ÇÖs a promise of a brighter, more efficient future. As technology evolves, we?ÇÖll see innovations like AI-driven virtual press events or real-time global translations, all designed to support, not supplant, our efforts. AI as a co-pilot makes us better at what we do, helping us deliver smarter, faster, and more impactful campaigns.For PR professionals, the call is to embrace this partnership. AI isn?ÇÖt here to compete?Çöit?ÇÖs here to make our lives easier, amplifying our skills and opening new possibilities. As strategic orchestrators, we?ÇÖll blend technology with vision, crafting narratives that inspire and connect. The future of communications is a collaborative one, and with AI as our co-pilot, it?ÇÖs an exciting journey ahead.Manvika Sagar is a PR and Corporate Communications Specialist passionate about harnessing technology to elevate storytelling and strategy.

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 an exclusive conversation with Adgully, Stuti Jalan, Founder & Managing Director, Crosshairs Communication, speaks at length about the agency?ÇÖs journey over the past two decades. She shares what inspired her to start Crosshairs Communication, the significance behind its name, and some of the most exciting brands and campaigns the agency has handled.Jalan also discusses how PR strategies are tailored to different industries, the growing prominence of influencer marketing and content-driven storytelling, and how these elements are integrated into PR strategies. Additionally, she shares insights on the future of PR in India, key trends that will shape the industry over the next five years, and whether there are any expansion plans or new areas the agency is looking to explore.Crosshairs Communication has been in the industry for over two decades. What inspired you to start the agency, and how has its journey evolved over the years?I started my career at Ogilvy PR, and at that time, lifestyle PR was virtually non-existent. The industry followed very traditional practices. However, I noticed an influx of global brands entering India, creating a need for a fresh, innovative approach to PR.Looking back two decades, some of our first clients included Foster?ÇÖs beer and India Fashion Week. One of our earliest projects was a charity run for underprivileged children in association with Oprah, which later evolved into a model similar to today?ÇÖs marathon charity initiatives.Brands were looking for agencies with a unique, lifestyle-driven perspective, and that?ÇÖs when Crosshairs Communication was born. I was just 23 at the time, and I remember a mentor telling me, ?Ç£If it doesn?ÇÖt work, you can always go back to a job.?Ç¥ That reassurance gave me the confidence to take the leap?Çöand it worked. That?ÇÖs how the agency came into existence.Why did you choose the name ?ÇÿCrosshairs Communication?ÇÖ? Does it symbolize a particular vision or strategy in PR?The word ?Ç£crosshairs?Ç¥ refers to the focal point in a camera lens, symbolizing precision and accuracy?Çöhitting the bullseye in terms of targeting the right audience. When we were registering the agency, we wanted a name that reflected our vision. It was unique then, and it remains distinctive even today.Crosshairs Communication has worked with a diverse range of clients across industries. Could you share some of the most exciting brands or campaigns you've handled? How do you tailor PR strategies to different industries?We have worked with many leading designers in India and launched prestigious international brands, including Herm?¿s.One of my favourite campaigns was for OBEETEE Carpets during the pandemic. We introduced the concept of ?Ç£The Social Fabric?Ç¥ ?Çô an online charity auction where proceeds supported weavers affected by COVID-19. The campaign was a huge success, winning a gold award for innovative storytelling in PR, and gained widespread media attention with celebrities involved.Another memorable project was for Raffles Hotels in Udaipur, Jaipur, and Paris. We conceptualised ?Ç£The Writer?ÇÖs Bar?Ç¥, hosting renowned authors for engaging discussions. Over the years, we?ÇÖve worked with authors like Twinkle Khanna, Milind Soman, and Shobha De, leveraging their storytelling to enhance brand narratives.A major highlight was working with Accor, one of the world?ÇÖs largest hospitality groups. When their global CEO, S??bastien Bazin, visited India, we secured front-page coverage in The Times of India, making a significant impact in the hospitality sector.Our approach to PR involves understanding each brand?ÇÖs messaging, adapting it to the Indian market, and crafting strategies that create impactful narratives.With influencer marketing and content-driven storytelling gaining prominence, how do you integrate these elements into your PR strategies?Influencer marketing is a core part of our strategy. For example, we worked with Crocs, executing over 1,000 influencer-led campaigns, transforming the brand?ÇÖs perception in India.We don?ÇÖt just collaborate with mainstream influencers but also with niche voices. For luxury brands, we engage top-tier influencers, while for professional networks, we work with LinkedIn Top Voices. The influencer landscape has expanded beyond Instagram ?Çô now, podcasts, LinkedIn Lives, and global collaborations are also crucial.For instance, during the World Economic Forum in Davos, we hosted Mona Patel, a global influencer known for her presence at the Met Gala, as a speaker for our Women?ÇÖs Network. Our ability to integrate influencers across different platforms makes our strategies more dynamic.How do you approach crisis management for brands? What key lessons have you learned from handling PR crises?Crisis management requires quick thinking and a balanced perspective. It's crucial to step back, assess the situation from both the client?ÇÖs and the public?ÇÖs viewpoint, and then craft a response. Panicking never helps ?Çô having structured crisis communication guidelines in place is key.Every crisis is an opportunity to strengthen a brand?ÇÖs credibility if handled correctly. The ability to maintain transparency and provide timely, well-crafted messaging can turn challenges into moments of trust-building.How do you see the future of PR in India? What trends will shape the industry in the next five years?Collaboration will be the defining trend. Brands, influencers, and media platforms will work together more seamlessly. For example, we recently saw two podcasters ?Çô Masoom Minawala and Shereen Bhan ?Çô collaborate despite coming from different industries. This cross-industry synergy will become more common.Globalisation will also play a role. Through platforms like LinkedIn and international industry events like Cannes Creativity Festival and Davos, we are seeing increasing interest from global brands looking to collaborate with Indian agencies.Additionally, digital PR will continue to evolve, with a focus on localized content strategies tailored for different platforms.What?ÇÖs next for Crosshairs Communication? Are there any expansion plans or new areas you?ÇÖre looking to explore?We are actively expanding and collaborating with global firms to enhance our reach. Our strengths lie in hospitality, lifestyle, media, and entertainment PR, and we continue to grow these portfolios.We?ÇÖre also exploring emerging digital PR avenues, including podcasts and influencer-driven content, while strengthening our international partnerships.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.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 an exclusive conversation with Adgully, Sheena Sharma, Chief Officer, Issues & Crisis and Client Studio at Burson Group India, shares the inspiration behind her decision to pursue a career in the PR industry. She also provides insights into her role, discusses common mistakes companies make when navigating a crisis and how to avoid them, and explains how she approaches creating a communication defense strategy for sensitive situations. She also highlights the trends shaping the future of crisis communication and corporate reputation in India and South Asia, and much more.You bring over three decades of experience in public relations and communications. What initially inspired you to pursue this career path? How has the industry evolved since you started?My journey in the PR and communications world had a rather unconventional route. I was deeply fascinated with psychology and was intrigued by the intricacies of the human mind and the complexities of human behaviour. This interest naturally evolved into a curiosity about brand psychology ?Çô how companies become brands and position themselves, how they connect with people on an emotional level, build relationships, etc. This is how I was introduced to public relations (PR) and learned about its potential to influence perceptions, shape narratives and build trust. One of the core elements of PR is to create meaningful connections between organisations and their stakeholders. The profound impact of communication strategies in building and protecting reputation, navigating complex challenges and more drew me to this dynamic space.Now that I look back in time, so much has changed over the past three decades. Most prominently, the use of AI has been pivotal. Thirty years ago, we could not have imagined what AI enables us to do today, particularly in terms of using cognitive AI to predict the potential impact of messaging on the target audiences and optimise them for maximum effectiveness of campaigns. But today, we do not just leverage AI but are involved in delivering AI-powered strategies, using algorithm-driven insights and leveraging data analytics to get insights into audiences?ÇÖ behaviour. Moreover, with the rise of data analytics, PR has become a more precisely measurable and data-driven discipline. The convergence of digital with traditional PR has been truly remarkable, and I am sure we are yet to witness a lot more transformation and evolution in this continually evolving space.As Burson India?ÇÖs Chief Issues & Crisis Officer, you play a critical role in helping clients manage reputation risks. Could you share what your role entails on a day-to-day basis?In my role, my utmost priority is to protect the clients?ÇÖ reputation by mapping potential risks and counselling them on how to navigate challenges. My key focus is to not let things reach the point of crisis. I work with clients to help them develop preparedness plans for a diverse range of crisis scenarios. A big part of my role is to have sessions with them where I assess their potential reputational risks and undertake training sessions. Conducting crisis simulations is a key part of these sessions, where I prepare them to manage a crisis effectively and ensure they act responsibly. When an actual crisis hits, as their strategic advisor I guide clients through the complexities of the situation and counsel them on how they can protect their reputation and restore stakeholder trust.Crisis management is a high-stakes environment that demands clear communication and a deep understanding of the interplay between media, public perception and business operations. My goal is to empower clients to not only survive a crisis, but also emerge stronger and more resilient. If and when a crisis strikes that we have not prepared for, my day typically revolves around going through data to gather information on the key challenges, media perception about these issues and their potential impact on the stakeholders. This data enables us to develop and execute on an agreed strategy and plan with the client. If the crisis is, in fact, one we?ÇÖve planned for, we use the same data and information gathering process to augment or update our plans as required. So, as you can see, my day is usually packed with client meetings and calls, where I am either solving their crises or discussing the next steps with my team.One of the AI tools that is making my day easier is Burson Decipher, our new cognitive AI offering for clients. Decipher scans through hundreds of millions of data points to help predict which messaging, communications and content will have the highest impact on a target audience. In a stressful situation like a crisis, Decipher?ÇÖs data-backed forecasts help our clients develop and communicate impactful narratives with much more certainty.You lead Burson India?ÇÖs proprietary crisis framework. Could you walk us through some of the important elements of the same?Vulnerability assessment and risk mapping are the first steps for crisis preparedness, followed by creating a comprehensive plan. The roles within the team are defined and relevant training and sessions are organised to prepare everyone for effective crisis management.When it comes to crisis response, a number of actions are executed in parallel. These include continuous monitoring of traditional, social and digital media to understand how the crisis is evolving, identifying the key stakeholders and the issues most important to them relating to the crisis, developing our strategy and key messaging that is responsive to the ever-changing situation. The stakeholders are often both internal and external, so the engagement programme often spans media, internal communications, ORM, and direct stakeholder outreach.In your experience, what are some common mistakes that companies make when navigating a crisis, and how can they avoid them?In today?ÇÖs digital age, everything travels at lightning speed, whether it?ÇÖs news or misinformation. An issue can transform into a crisis in a snap. One common mistake that can cost businesses immensely is a delayed response. Not responding quickly and strategically can pose a serious threat to the client?ÇÖs reputation. We may not have a solution immediately; however, a simple acknowledgment of the situation, a commitment to investigating the matter thoroughly and a reassurance that the right measures will be taken soon can go a long way in mitigating initial damage.Another common shortcoming is a lack of transparency. Any attempt to conceal facts or share incomplete information can further aggravate the situation. Given the connected world we live in, you can?ÇÖt hide facts for long, nor should you. Proactively honest and open communication during such adversities is vital to restoring public trust and dealing with the challenge smoothly. And most importantly, failing to show empathy to those affected by a crisis can cause severe reputational damage. Taking responsibility and showing genuine concern are thus important aspects of crisis management.To avoid these pitfalls, proactive planning is required. We need to prioritise preparedness and conduct regular training to help brands protect their hard-earned reputations.Managing crises such as plant closures, union flare-ups, or mergers can be incredibly complex. How do you approach creating a communication defense strategy for sensitive situations?There are so many situations when a crisis is a highly sensitive situation. Overcoming them requires a multifaceted approach with no shortage of empathy: Communication strategies during such challenging times require a thorough assessment of the situation, an understanding of the sensitivities involved, the potential impact on different groups, etc.Defining goals from the outset is crucial so we can outline our strategy for achieving them. Do we wish to protect reputation, ensure employee well-being or simply facilitate a smooth transition? Or all of the above?We pay special attention to creating clear, concise and empathetic messages that address stakeholder concerns directly, acknowledge the difficulties and share the organisation?ÇÖs commitment to resolving them.After this, we identify the right communication channels to ensure our narrative reaches the target audience effectively.A key component of this plan is stakeholder engagement. Direct communications that address the concerns of each stakeholder audience will help build a clear understanding of the situation. To achieve this, it?ÇÖs imperative to understand the key challenges and gather insights into the media perception of these issues and the stakeholders?ÇÖ response through in-depth research.With the rise of social media, how has the nature of crisis management changed? Do you think companies are adequately prepared to manage online reputation risks?Due to social media, the speed at which crises unfold has accelerated, their potential impact has amplified, and the flow of information has become instant and democratised. So, the approach to crisis management has also changed. Earlier, we used to take time to prepare plans, issue statements and activate contingency plans. But now, everything has to be quick yet strategic and effective, so businesses are warming up to the idea of preparedness and understand that being prepared helps them to deal with complexities and ensure timely action.As a result, crisis management is now a core function. Organisations today increasingly invest in resources, talent and training initiatives to have a strong online reputation management system. However, many companies continue to have a siloed approach, and it is important to build crisis management and online reputation management as distinct functions. Additionally, many companies still function reactively rather than being proactive.I?ÇÖd like to add here that given the rise of AI-driven data analytics, it is easier to track and understand the evolution of a crisis on social media in real-time. You know much faster if someone influential has written negatively about your company, and before it spreads, you can create more targeted response strategies. So, the proliferation of social media has definite positives and negatives.How important is employee communication during times of organizational change, such as mergers or restructuring, and what strategies do you recommend to ensure transparency and trust?Employee communication is critical, as this group is well-placed to be your brand champions. Given that they are on the inside, they also have a first-hand view of the situation in many cases. For instance, organisational change such as leadership transition, merger, acquisition, etc., can cause unrest among employees. Such periods are unsettling, leaving them uncertain and anxious about their futures. Executives and leaders should never assume that employees understand why such transitions are happening. This is why employee communication is extremely important to explain the changes and the reasoning behind their occurrence.To foster a smoother transition, we need a strong plan to drive open, honest and frequent communication.First things first, don?ÇÖt wait for long. As and when things are shaping up, share the news with your employees. Even if you acknowledge the change and the ongoing process, this will go a long way in building trust and transparency.Next, leaders must clearly explain to the employees the rationale behind the change and how it will benefit the organisation and them. People can understand once they know the bigger picture. When this communication directly comes from the leadership, the employees feel valued and included in the journey.One of the common mistakes leaders make is facilitating one-sided communication. Instead, it should be a two-way dialogue, where employees have the chance to ask their questions and share feedback.These small steps go a long way in navigating change more effectively and maintaining a positive and productive work environment.Organisational transitions are not the only times employees are critical in a crisis. Even when there?ÇÖs an external stakeholder facing an issue, employees can help spread a more positive narrative. During the 2015 Maggi crisis, for instance, employees played a very important role in mitigating misinformation.What trends or developments do you see shaping the future of crisis communication and corporate reputation in India and South Asia?Today, running an organisation without a crisis communication strategy is like steering a ship without navigation. Crisis communication has taken new forms and dimensions with technology gaining prominence and the rise of social media. However, in the future, this dynamic space will evolve even more. One of the notable trends will be even more proactive and increased stakeholder engagement. Stakeholders are becoming more vocal about their expectations. Their need for greater transparency will grow even more in the future. Additionally, the complexities of crisis will evolve, and this will require adaptability and flexibility in the way we approach crisis management. Moreover, there will be a greater need to develop comprehensive crisis management plans and build cross-functional teams to effectively navigate these challenges. Hopefully, we will see more companies transitioning from a reactive to a proactive approach towards crisis management.You bring over three decades of experience in public relations and communications. What initially inspired you to pursue this career path? How has the industry evolved since you started?My journey in the PR and communications world had a rather unconventional route. I was deeply fascinated with psychology and was intrigued by the intricacies of the human mind and the complexities of human behaviour. This interest naturally evolved into a curiosity about brand psychology ?Çô how companies become brands and position themselves, how they connect with people on an emotional level, build relationships, etc. This is how I was introduced to public relations (PR) and learned about its potential to influence perceptions, shape narratives and build trust. One of the core elements of PR is to create meaningful connections between organisations and their stakeholders. The profound impact of communication strategies in building and protecting reputation, navigating complex challenges and more drew me to this dynamic space.Now that I look back in time, so much has changed over the past three decades. Most prominently, the use of AI has been pivotal. Thirty years ago, we could not have imagined what AI enables us to do today, particularly in terms of using cognitive AI to predict the potential impact of messaging on the target audiences and optimise them for maximum effectiveness of campaigns. But today, we do not just leverage AI but are involved in delivering AI-powered strategies, using algorithm-driven insights and leveraging data analytics to get insights into audiences?ÇÖ behaviour. Moreover, with the rise of data analytics, PR has become a more precisely measurable and data-driven discipline. The convergence of digital with traditional PR has been truly remarkable, and I am sure we are yet to witness a lot more transformation and evolution in this continually evolving space.As Burson India?ÇÖs Chief Issues & Crisis Officer, you play a critical role in helping clients manage reputation risks. Could you share what your role entails on a day-to-day basis?In my role, my utmost priority is to protect the clients?ÇÖ reputation by mapping potential risks and counselling them on how to navigate challenges. My key focus is to not let things reach the point of crisis. I work with clients to help them develop preparedness plans for a diverse range of crisis scenarios. A big part of my role is to have sessions with them where I assess their potential reputational risks and undertake training sessions. Conducting crisis simulations is a key part of these sessions, where I prepare them to manage a crisis effectively and ensure they act responsibly. When an actual crisis hits, as their strategic advisor I guide clients through the complexities of the situation and counsel them on how they can protect their reputation and restore stakeholder trust.Crisis management is a high-stakes environment that demands clear communication and a deep understanding of the interplay between media, public perception and business operations. My goal is to empower clients to not only survive a crisis, but also emerge stronger and more resilient. If and when a crisis strikes that we have not prepared for, my day typically revolves around going through data to gather information on the key challenges, media perception about these issues and their potential impact on the stakeholders. This data enables us to develop and execute on an agreed strategy and plan with the client. If the crisis is, in fact, one we?ÇÖve planned for, we use the same data and information gathering process to augment or update our plans as required. So, as you can see, my day is usually packed with client meetings and calls, where I am either solving their crises or discussing the next steps with my team.One of the AI tools that is making my day easier is Burson Decipher, our new cognitive AI offering for clients. Decipher scans through hundreds of millions of data points to help predict which messaging, communications and content will have the highest impact on a target audience. In a stressful situation like a crisis, Decipher?ÇÖs data-backed forecasts help our clients develop and communicate impactful narratives with much more certainty.You lead Burson India?ÇÖs proprietary crisis framework. Could you walk us through some of the important elements of the same?Vulnerability assessment and risk mapping are the first steps for crisis preparedness, followed by creating a comprehensive plan. The roles within the team are defined and relevant training and sessions are organised to prepare everyone for effective crisis management.When it comes to crisis response, a number of actions are executed in parallel. These include continuous monitoring of traditional, social and digital media to understand how the crisis is evolving, identifying the key stakeholders and the issues most important to them relating to the crisis, developing our strategy and key messaging that is responsive to the ever-changing situation. The stakeholders are often both internal and external, so the engagement programme often spans media, internal communications, ORM, and direct stakeholder outreach.In your experience, what are some common mistakes that companies make when navigating a crisis, and how can they avoid them?In today?ÇÖs digital age, everything travels at lightning speed, whether it?ÇÖs news or misinformation. An issue can transform into a crisis in a snap. One common mistake that can cost businesses immensely is a delayed response. Not responding quickly and strategically can pose a serious threat to the client?ÇÖs reputation. We may not have a solution immediately; however, a simple acknowledgment of the situation, a commitment to investigating the matter thoroughly and a reassurance that the right measures will be taken soon can go a long way in mitigating initial damage.Another common shortcoming is a lack of transparency. Any attempt to conceal facts or share incomplete information can further aggravate the situation. Given the connected world we live in, you can?ÇÖt hide facts for long, nor should you. Proactively honest and open communication during such adversities is vital to restoring public trust and dealing with the challenge smoothly. And most importantly, failing to show empathy to those affected by a crisis can cause severe reputational damage. Taking responsibility and showing genuine concern are thus important aspects of crisis management.To avoid these pitfalls, proactive planning is required. We need to prioritise preparedness and conduct regular training to help brands protect their hard-earned reputations.Managing crises such as plant closures, union flare-ups, or mergers can be incredibly complex. How do you approach creating a communication defense strategy for sensitive situations?There are so many situations when a crisis is a highly sensitive situation. Overcoming them requires a multifaceted approach with no shortage of empathy: Communication strategies during such challenging times require a thorough assessment of the situation, an understanding of the sensitivities involved, the potential impact on different groups, etc.Defining goals from the outset is crucial so we can outline our strategy for achieving them. Do we wish to protect reputation, ensure employee well-being or simply facilitate a smooth transition? Or all of the above?We pay special attention to creating clear, concise and empathetic messages that address stakeholder concerns directly, acknowledge the difficulties and share the organisation?ÇÖs commitment to resolving them.After this, we identify the right communication channels to ensure our narrative reaches the target audience effectively.A key component of this plan is stakeholder engagement. Direct communications that address the concerns of each stakeholder audience will help build a clear understanding of the situation. To achieve this, it?ÇÖs imperative to understand the key challenges and gather insights into the media perception of these issues and the stakeholders?ÇÖ response through in-depth research.With the rise of social media, how has the nature of crisis management changed? Do you think companies are adequately prepared to manage online reputation risks?Due to social media, the speed at which crises unfold has accelerated, their potential impact has amplified, and the flow of information has become instant and democratised. So, the approach to crisis management has also changed. Earlier, we used to take time to prepare plans, issue statements and activate contingency plans. But now, everything has to be quick yet strategic and effective, so businesses are warming up to the idea of preparedness and understand that being prepared helps them to deal with complexities and ensure timely action.As a result, crisis management is now a core function. Organisations today increasingly invest in resources, talent and training initiatives to have a strong online reputation management system. However, many companies continue to have a siloed approach, and it is important to build crisis management and online reputation management as distinct functions. Additionally, many companies still function reactively rather than being proactive.I?ÇÖd like to add here that given the rise of AI-driven data analytics, it is easier to track and understand the evolution of a crisis on social media in real-time. You know much faster if someone influential has written negatively about your company, and before it spreads, you can create more targeted response strategies. So, the proliferation of social media has definite positives and negatives.How important is employee communication during times of organizational change, such as mergers or restructuring, and what strategies do you recommend to ensure transparency and trust?Employee communication is critical, as this group is well-placed to be your brand champions. Given that they are on the inside, they also have a first-hand view of the situation in many cases. For instance, organisational change such as leadership transition, merger, acquisition, etc., can cause unrest among employees. Such periods are unsettling, leaving them uncertain and anxious about their futures. Executives and leaders should never assume that employees understand why such transitions are happening. This is why employee communication is extremely important to explain the changes and the reasoning behind their occurrence.To foster a smoother transition, we need a strong plan to drive open, honest and frequent communication.First things first, don?ÇÖt wait for long. As and when things are shaping up, share the news with your employees. Even if you acknowledge the change and the ongoing process, this will go a long way in building trust and transparency.Next, leaders must clearly explain to the employees the rationale behind the change and how it will benefit the organisation and them. People can understand once they know the bigger picture. When this communication directly comes from the leadership, the employees feel valued and included in the journey.One of the common mistakes leaders make is facilitating one-sided communication. Instead, it should be a two-way dialogue, where employees have the chance to ask their questions and share feedback.These small steps go a long way in navigating change more effectively and maintaining a positive and productive work environment.Organisational transitions are not the only times employees are critical in a crisis. Even when there?ÇÖs an external stakeholder facing an issue, employees can help spread a more positive narrative. During the 2015 Maggi crisis, for instance, employees played a very important role in mitigating misinformation.What trends or developments do you see shaping the future of crisis communication and corporate reputation in India and South Asia?Today, running an organisation without a crisis communication strategy is like steering a ship without navigation. Crisis communication has taken new forms and dimensions with technology gaining prominence and the rise of social media. However, in the future, this dynamic space will evolve even more. One of the notable trends will be even more proactive and increased stakeholder engagement. Stakeholders are becoming more vocal about their expectations. Their need for greater transparency will grow even more in the future. Additionally, the complexities of crisis will evolve, and this will require adaptability and flexibility in the way we approach crisis management. Moreover, there will be a greater need to develop comprehensive crisis management plans and build cross-functional teams to effectively navigate these challenges. Hopefully, we will see more companies transitioning from a reactive to a proactive approach towards crisis management.Today, with AI entering the picture, it is more than a buzzword; it has become an ally. And when it comes to crisis management, we will see profound transformations and evolution with artificial intelligence. The future of crisis management, powered by AI, will be defined by proactive mitigation, real-time responsiveness, and data-driven decision-making, all complement to human judgment and expertise.Finally, as a veteran leader in PR, what is one crisis that you managed that stands out in your career, and what were the key learnings?Having spent over three decades in the PR and comms industry, I have managed hundreds of issues and crises. However, I am grateful that they were managed timely and effectively. The nature of these situations requires confidentiality and prevents me from sharing them in the public forum.But I must say that every issue, major or minor, has taught me something valuable. Two lessons gathered along the way that stay with me are transparency and teamwork. Transparency and honesty are the bedrock of the most effective strategies, ensuring authenticity and consistency. Secondly, crisis management is a team effort. Teamwork, both internally and with the client, is essential to navigate a crisis effectively. We can achieve the best possible outcomes for our clients with collaboration.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.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 an exclusive conversation with Adgully, Paromita Ghosh, Founder Director, Candid Communication, speaks at length about her journey of starting Candid Communication, how the agency incorporates regional culture into its PR strategies, how talent is nurtured within the firm, and the qualities essential for the next generation of PR professionals. She also discusses how this year has been for Candid Communication in terms of growth, campaigns, and milestones, along with the emerging trends she foresees shaping the PR industry in the coming years.With over 21 years as the Founder Director of Candid Communication, how has your journey shaped the PR landscape in Kolkata and beyond?When I started Candid Communication 20 years ago, PR in Kolkata was still evolving. I wanted to create an agency that not only represented local brands, but also helped them grow on a national and global stage. Over the years, we?ÇÖve worked with diverse industries, from entertainment to healthcare, creating a strong foundation for PR in the region. Our work has shown that Kolkata-based agencies can compete with the best in the country.What were the unique challenges and opportunities that you encountered while building a PR firm based in Kolkata, and how has the city?ÇÖs cultural richness influenced your approach?Kolkata has a vibrant cultural identity which has been both a challenge and an opportunity. Convincing brands to embrace PR as a key business strategy took time. On the other hand, the city?ÇÖs artistic and intellectual richness allowed us to craft unique, culture-driven campaigns. Our campaigns often reflect Kolkata?ÇÖs spirit, which makes them authentic and relatable.How did your experience as a Senior Associate at Genesis PR contribute to your understanding of the industry and influence your vision for Candid Communication?Genesis PR gave me valuable exposure to working with large brands and understanding the importance of strategy in PR. It also taught me the value of building relationships with the media and clients. These learnings became the foundation of Candid Communication?ÇÖs philosophy ?Çô a mix of strong strategy and personal connections.How does Candid Communication incorporate regional culture into its PR strategies to create more authentic and impactful campaigns?We believe in tailoring campaigns to resonate with local audiences. For example, during Durga Puja, we design campaigns that connect emotionally with people, leveraging the festival?ÇÖs cultural significance. By integrating elements like local art, festivals, and traditions, we ensure our campaigns feel authentic and have a lasting impact.Over the years, how have you nurtured talent within your firm, and what qualities do you believe are essential for the next generation of PR professionals?Nurturing talent has been one of my top priorities. I have done that by giving my team complete hand-holding while also allowing them to take ownership of their work and function independently. I don?ÇÖt believe in mollycoddling or spoon-feeding.I believe in empowering a candidate, an employee, or a colleague so they can take on challenges head-on. At the same time, I stand by them when they make mistakes because those are opportunities to learn and grow. When someone is learning, mistakes are inevitable. As a boss, I believe it?ÇÖs critical to give them the space to work through those mistakes, rather than penalizing them, which can hinder their progress. This approach builds confidence and resilience, which are essential qualities for the next generation of PR professionals.How has this year been for Candid Communication in terms of growth, campaigns, and milestones? What trends dominated your work in 2024?This has been a very good year for physical events. Post-lockdown, the number of in-person events had declined as online events and digital activations took the lead. However, this year saw a revival of physical events, especially after Durga Puja.That said, the Abhaya incident earlier in the year was a difficult period for all of us. We lost three months of business because it impacted the morale of the city. Neither I nor my clients felt comfortable hosting events during that time. But after Durga Puja, things picked up again, and it?ÇÖs been business as usual.In terms of trends, physical events are back in full swing. Kolkata is hosting some of the biggest concerts, film promotions, and shows in recent times, and it?ÇÖs exciting to see the city buzzing with activity again. It?ÇÖs been a vibrant and dynamic season to look forward to.What emerging trends do you foresee shaping the PR industry in the coming years, and how is Candid Communication preparing to align with them?The future of PR will be driven by AI, data analytics, and hyper-personalized campaigns. Social media will continue to play a pivotal role, especially with the rise of short-form video content and platform-specific strategies. Storytelling will remain central, but the platforms we use and how we engage with audiences will evolve. At Candid Communication, we are investing in digital training, exploring new social media trends, and focusing on creating meaningful brand narratives to stay ahead of the curve.

NHC Foods limited (BSE: 517554) has trusted Prose Integrated as the Public Relations (PR) agency. NHC Foods is recognised as a Three Star Export House by the Ministry of Commerce and Industry, Government of India and leader in the export of agricultural commodities. The company is leveraging the rights issue to spur growth and enhance profitability by repaying loans.With over 64 years of experience, NHC Foods has become a prominent player in global markets, exporting to over 30 countries across the Middle East, Europe, USA, UK, China, Russia, Brazil, and South Africa. As NHC continues to witness significant financial growth, including a 391% rise in net profit to Rs. 200.88 lakhs for the quarter ending June 30, 2024, the company is set to capitalize on this momentum through its Rights Issue.Prose Integrated will support NHC Foods in strengthening its public image, handling it?ÇÖs media office and media outreach activities to ensure the success of this crucial financial move. A narrative which is compliant to the guidelines will be drafted and broadcasted as a part of this project.Mr. Apoorva Shah, Chairman & Managing Director of NHC Foods, shared, ?Ç£The partnership comes at a pivotal moment for NHC Foods, as the company continues to evolve with a focus on geographical diversification, digital transformation, and product innovation. With an established reputation for excellence, Prose Integrated will work closely with NHC to amplify the company?ÇÖs growth strategies across geographies and ensure the successful execution of the Rights Issue,.?Ç¥Commenting on the partnership, Arun Nair, Advisory Board Member of Prose Integrated, said, ?Ç£We look forward to working with NHC Foods during this pivotal stage of their development. We aim to emphasize their financial success and innovative strategies, especially as firms expand into newer markets and broaden their product offerings. We will use our experience in public relations and leverage new age media to magnify their message and increase brand recognition across global platforms."

The online world is changing, and Public Relations (PR) in the Middle East needs to keep pace. Businesses now use communication tools to talk to people, but they also have to think about the area's unique culture and religious beliefs. PR experts see opportunities and challenges as digital shifts meet cultural understanding. Creating plans that resonates with the local people alongside maintaining the global relevance is of utmost importance. The Rise of Digital PR in the Middle EastOver the last decade, the Middle East GCC nations, has experienced a boom in internet access and social media use. Recent studies show that more than 70% of GCC residents actively use social media sites, which means digital PR plays a key role in any effective communication plan. This change comes from a young, tech-loving population keen to interact with brands on the internet. Yet, the move to digital PR in the Middle East brings its own set of challenges.Striking a Balance: Modern Tools and Cultural SensitivitiesPR experts in the Middle East grapple with a major issue: how to use new communication methods while respecting cultural norms. The area has deep roots in tradition and religion, which require careful and respectful approach to messaging.Take Ramadan, for example. Brands must watch their content during this holy month. Coca-Cola showed how to do this well with its Ramadan campaign. It focused on bringing people together and being thankful, which fit with the season's spirit. People loved the campaign because it respected local customs showing how important it is to understand and honour traditions in digital PR.Partnership between Social Media and Influencer Social media platforms such as Instagram, Twitter, and Snapchat have grown into effective ways for brands to reach Middle Eastern audiences. But using social media for PR needs a deep grasp of the region's cultural scene. Influencer marketing , has taken off in the Middle East. Local influencers, or "influencers of influence," now play a key part in molding public views.A great example of this is how Dolce & Gabbana teamed up with Middle Eastern influencers to showcase their modest clothing line. By joining forces with influencers who connect with the region's beliefs and way of life, the brand managed to reach and interact with the people they wanted to caterto. This shows how crucial it is to pick influencers who not just have lots of followers but also represent the cultural values of the area.Navigating Crisis Management in a Culturally Conservative EnvironmentManaging crises in the Middle East comes with its own set of problems especially in a world where digital connectivity meets traditional values. One wrong move can turn into a major issue harming a company's image. Take Nike, for example. They released a shoe with a logo that looked like the Arabic word for "Allah." This caused an uproar across Muslim countries, with many people calling to boycott the brand. Nike issued apology and pulled the product from shelves showing how crucial it is to understand local cultures when dealing with problems. To handle crises well in the Middle East, PR teams need to act fast and be aware. This means knowing potential triggers for public and having a solid plan to address issues. Such a plan should focus on being open and respecting local traditions.The Middle East's digital PR shift shows how the region's communication scene is changing fast. Brands now use online platforms more to reach people, but they need to get the cultural and religious details right. PR pros can connect with Middle Eastern audiences in today's global world by finding the sweet spot between new tech and local customs, teaming up with social media stars, and handling tough times. As online trends keep changing, the key to good PR in the Middle East will be to come up with new ideas while still honouring local ways.Disclaimer: The views expressed are solely those of the author and do not necessarily reflect the views of The PRPOST.com

AYANA Hospitality, a leading luxury hospitality brand in Bali, has strengthened its team with the appointment of Lynne Lessard as Director of Public Relations. In this role, Lessard will spearhead the PR strategy for the company's five hotels and extensive portfolio of restaurants and bars, overseeing media relations, social media, influencer partnerships, and digital platforms.With a wealth of experience in the digital marketing sphere, Lessard joins AYANA Hospitality from the World Organization of the Scout Movement, where she held the position of Digital Marketing Manager based in Kuala Lumpur. Her expertise in crafting compelling narratives and leveraging digital channels is expected to significantly enhance AYANA Hospitality's brand visibility and reputation.AYANA Hospitality, renowned for its exceptional guest experiences and stunning properties, has consistently been at the forefront of Bali's luxury tourism industry. The appointment of Lynne Lessard underscores the company's commitment to delivering world-class hospitality and maintaining a strong presence in the global market.

Adgully?ÇÖs IMAGEXX Summit and Awards 2024, the premier PR industry event, took place on July 18, 2024, at the Holiday Inn, Aerocity, Gurgaon. This prestigious event brought together industry leaders, professionals, and innovators to celebrate excellence in public relations and communication.The event saw an interesting panel discussion on ?ÇÿThe Future of Public Relations in the Age of AI?ÇÖ, chaired by Bhaskar Majumdar, Co-Originator, CommsAdda. The esteemed panelists included:Dr Navneet Anand, Founder & Director, GreyMatters Communications & ConsultingDr Samir Kapur, Director, AdfactorsManu Kumar, Head of Marketing & Corporate Communications, Hero Electric VehiclesSanjeev Handa, SVP & Head of PR & Communications, Maruti SuzukiVandana Sandhir, Chief Client Strategy Officer, BursonIndiaBhaskar Majumdar started the session by asking a pertinent question, ?Ç£Do I lose my job because of AI??Ç¥ Replying to this question, Vandana Sandhir said, ?Ç£I don?ÇÖt think any of us will lose our jobs if we are smart about how we leverage AI. I think AI has been around for the longest, and we are all bored of talking about AI as a nebulous concept. It is well underway and there are some fantastic case studies of applications, where we are drawing huge value as communications professionals, and public relations professionals. For me, the most telling things are the stories that we see around us. I think it is hands down very clear that AI is very much an integral part, and we at Burson have pivoted ourselves to be a purpose-built agency to create value for our clients through reputation management. We are using a suite of services to be able to identify and listen better through AI to be able to understand the impact of messages, the risks they carry, the amplifications, again very smartly done to have micro experiences, to be able to understand our audiences better, and to have a real measurable impact in what we do as a professional, so that there are no grey areas which historically has been the bane for us as public relations professionals. Thanks to AI and technology our creativity knows no bounds, we are no longer limited by traditional content writing, so I think there are exciting times ahead.?Ç¥Majumdar added here, ?Ç£I completely agree with the creativity part, especially for someone like me who comes from the Orkut age, technology is a big challenge for me, but I?ÇÖm trying to understand podcasts, Twitter chat, and everything. Just a few days back, I created a PowerPoint presentation through AI.?Ç¥Replying to a question on what AI exactly means for communication & marketing, Sanjeev Handa said, ?Ç£What we need to understand as communicators is that the ?ÇÿI?ÇÖ in AI is the intelligence which is nothing but what makes us human. I think that?ÇÖs the quality that humans have, and if that is the ability, then AI is just an extension of that quality, which means we use the quality to make extensions in how we work, and what we do better. Similarly in communications, AI will always be the harbinger of getting into newer ways of doing things, newer ways of measuring things, and newer ways of creating things. I think taking the mundane out of regular work so that people focus on what we are strong at ?Çô relationships, creativity, and doing the new. I think that is the way forward.?Ç¥Majumdar noted, ?Ç£So, the first draft of the press release can be AI and then it has to be checked out by a professional to make it more suitable.?Ç¥Sanjeev Handa added here, ?Ç£I would say the first brief to AI has to be human-led; it?ÇÖs like value in, value out and GIGO (Garbage In, Garbage Out). So, the first thing has to be the human touch, anything you want them to do is subservient. If you want them to do something, you have to coach them to do it.?Ç¥Speaking on how Hero Electric Vehicles is utilizing AI for multiple campaigns, Manu Kumar said, ?Ç£You can automate the processes, but you cannot automate authenticity. So, the relationship between AI and humans has to be symbiotic. I think there is a debate on whether we will have our jobs or not. I don?ÇÖt think that is going to happen, what will happen is that if someone does not want to take up new technology that has come up, then obviously they are out, that happened when computers came in many years ago. At that time, the debate was similar. AI and technology can help and it is already doing a lot of things ?Çô not only mundane stuff, but very important data that it can pull out.?Ç¥Kumar added, ?Ç£One of the issues in communication is how to measure, how to report, and what are the sentiments that are going around. These are the mundane stuff, some platforms were doing it, but with AI what is happening is that it has become a norm. You cannot say that I can?ÇÖt do that or it is very expensive, etc. Ultimately, the person who is managing the relationship and others needs to understand how to read the data. What is also happening is that the role of a PR person or communicator is changing, and you have to upskill yourself. You have to start reading the data because it can give you great insights. And AI can hunt that data which is across platforms. Marketers and communicators can take great help from AI or any other technology and analyze it ?Çô analyze the sentiments, analyze if there is a crisis growing, and what the competition is doing, etc.?Ç¥On whether AI can substitute the media relations skills that PR professionals have, Navneet Anand replied, ?Ç£As communications professionals, it is something to raise concerns all across the spectrum. There was a study done by Oxford University which ranked the jobs that are likely to be affected by AI, where out of the 702 jobs listed, PR was listed at 634, quite down the order. We are safe for now. We have grown up doing human relations, which I think, is something that AI can never replace. And there are many other facets of public relations ?Çô we do a lot of public policy campaigns at Grey Matters Communications. Now there is nuanced, specific research that needs to be done. I have attempted a couple of times to get ChatGPT to respond to my queries about what the textile policy is going to be or what the policy is like from the 1990s and 2000 and so forth. It has failed me miserably, and that is where human intervention is necessary. I think you would always want to go back to the human side, the research side, and Google will remain relevant.?Ç¥Dr Samir Kapur said, ?Ç£There will be certain jobs that will be eroded by AI. IT jobs are getting eroded due to the advent of AI. If it?ÇÖs happening in IT, it?ÇÖs just a matter of time before it will come in PR. What we do not realize is that AI has been there, the only part is its version 3 and version 4 that has disrupted the entire market. It?ÇÖs a matter of time before you look at videos and other images that AI can listen to, read, and all of that. The routine work can, of course, be pre-empted, and the entire aspect can be put onto AI. But the human part is something that has to be worked on, which will have human intervention. For instance, you are a journalist, through AI I will get to know what kind of stories you have been writing, and what your stance is on certain issues. And unlike the current way of doing media relations, which is just issue a press release and that?ÇÖs it, people will understand that this journalist is covering a particular sector, AI will tell who is the journalist who is doing that and it will equip you better. It is not going to take your job, but people who know AI will take your job.?Ç¥These are edited excerpts. For the complete panel discussion, please watch below:https://www.youtube.com/watch?v=BbdDQAcX6wk

We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column ?Çô PR Conversation ?Çô Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Merin Mariya, Director, Public Relations & Marcom at Alliance University, Bangalore, delves into the need for a recalibration of communication strategies as the days of monolithic media dominance have gone by with the audiences of the present times navigating a disintegrated media landscape, throwing a light on how messaging and content should be tailored to the particular subtlety of each platform which plays an important role for engagement. She also discusses how participation and personalization are crucial nowadays with regards to content consumption.With the shifts in media consumption patterns, how are organizations adapting their communication strategies to effectively reach and engage their target audience across various platforms?I am acutely aware of the seismic shifts in media consumption patterns. Gone are the days of monolithic media dominance, today?ÇÖs audiences navigate a fragmented landscape of platforms, from social media to streaming services and niche online communities. This necessitates a recalibration of our communication strategies. To begin with, we must embrace platform diversification. No longer can we rely on a single channel to reach our target audience. Tailoring content and messaging to the specific nuances of each platform is crucial for engagement.Furthermore, interactive and authentic content reigns supreme. Audiences crave engaging, genuine narratives that resonate with their values and interests. Gone are the days of passive consumption; today, participation and personalization are key. Additionally, data-driven insights are our compass. Understanding audience behaviour and platform performance through meticulous analytics informs strategy development and optimizes content for maximum impact. Finally, agility and adaptability are essential. The media landscape is constantly evolving, demanding a nimble approach.Experimenting with new formats, embracing emerging platforms, and constantly learning from data allows us to stay ahead of the curve and ensure our message resonates with our target audience. By acknowledging these shifts and adapting our communication strategies accordingly, we can navigate the dynamic media landscape effectively, fostering meaningful connections with our target audience and achieving our organizational goals.The importance of proactive crisis communication planning cannot be undermined in today?ÇÖs market ecosystem. How can organisations and PR agencies effectively manage and mitigate reputational risks during challenging times?We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive weekly column ?Çô PR Conversation ?Çô Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Merin Mariya, Director, Public Relations & Marcom at Alliance University, Bangalore, delves into the need for a recalibration of communication strategies as the days of monolithic media dominance have gone by with the audiences of the present times navigating a disintegrated media landscape, throwing a light on how messaging and content should be tailored to the particular subtlety of each platform which plays an important role for engagement. She also discusses how participation and personalization are crucial nowadays with regards to content consumption.With the shifts in media consumption patterns, how are organizations adapting their communication strategies to effectively reach and engage their target audience across various platforms?I am acutely aware of the seismic shifts in media consumption patterns. Gone are the days of monolithic media dominance, today?ÇÖs audiences navigate a fragmented landscape of platforms, from social media to streaming services and niche online communities. This necessitates a recalibration of our communication strategies. To begin with, we must embrace platform diversification. No longer can we rely on a single channel to reach our target audience. Tailoring content and messaging to the specific nuances of each platform is crucial for engagement.Furthermore, interactive and authentic content reigns supreme. Audiences crave engaging, genuine narratives that resonate with their values and interests. Gone are the days of passive consumption; today, participation and personalization are key. Additionally, data-driven insights are our compass. Understanding audience behaviour and platform performance through meticulous analytics informs strategy development and optimizes content for maximum impact. Finally, agility and adaptability are essential. The media landscape is constantly evolving, demanding a nimble approach.Experimenting with new formats, embracing emerging platforms, and constantly learning from data allows us to stay ahead of the curve and ensure our message resonates with our target audience. By acknowledging these shifts and adapting our communication strategies accordingly, we can navigate the dynamic media landscape effectively, fostering meaningful connections with our target audience and achieving our organizational goals.The importance of proactive crisis communication planning cannot be undermined in today?ÇÖs market ecosystem. How can organisations and PR agencies effectively manage and mitigate reputational risks during challenging times?I emphasize the critical importance of proactive crisis communication planning. In today?ÇÖs dynamic and often unpredictable environment, such planning is not solely advisable, but essential for minimizing reputational damage during challenging times. Reactive crisis management leaves organizations vulnerable, resembling navigation without a life raft. Proactive planning, however, empowers us to react swiftly and strategically, mitigating harm to stakeholders, employees, and our brand image. This plan shouldn?ÇÖt be static, but rather a living document continuously adapting to anticipated threats. We proactively analyze industry trends, emerging social issues, and even seemingly niche risks to build a comprehensive response roadmap, ensuring decisive action when the unexpected occurs. Beyond the immediate impact, crises can erode trust over time. With a plan, we can control the narrative, be transparent, and actively rebuild trust, crucial elements for long-term damage mitigation.The media landscape constantly evolves, with new threats like cyber attacks and misinformation campaigns emerging. We must continually adapt our plans, stay informed, and embrace new strategies. Let?ÇÖs move away from hoping for smooth sailing and embrace proactive planning as a core strategy. By investing in preparedness, anticipating the unexpected, and developing confidence in navigating challenges, we ensure that in a crisis, our plan serves as a lifeline, not just a safety net.What are the strategies and tactics that can be used for building and maintaining a strong brand reputation in today?ÇÖs competitive landscape, especially in terms of authenticity, transparency, and stakeholder engagement?The fiercely competitive brand landscape demands a fortified reputation, meticulously constructed on the pillars of authenticity, transparency, and stakeholder engagement. Consumers, yearning for genuine connection, increasingly disregard superficiality, seeking brands whose messaging and actions resonate with their values and experiences. Cultivating this authenticity fosters trust and loyalty, acting as a potent differentiator in the crowded market. Furthermore, steadfast commitment to transparency is paramount. Proactively address concerns, disclose missteps, and consistently demonstrate ethical conduct. This transparency breeds trust, positioning your brand as a reliable entity.Finally, forge strong and enduring relationships with key stakeholders, encompassing customers, employees, and others whose interests intertwine with your brand's success. Actively listen to their needs, incorporate their feedback, and demonstrate unwavering commitment to their well-being. This fosters shared value and reinforces a positive brand image.According to you, how can the challenges of measuring the impact of PR efforts be addressed? What are the different methodologies and key performance indicators (KPIs) for evaluating the effectiveness and ROI of communication campaigns?In the ever-evolving media landscape, quantifying the impact of PR efforts often presents a formidable challenge. While direct ROI calculations might remain elusive, strategic methodologies and key performance indicators can illuminate a campaign?ÇÖs effectiveness. Moving beyond traditional media clippings, we must embrace a multi-faceted approach, encompassing social media engagement, website traffic fluctuations, brand sentiment analysis, and influencer reach. By meticulously tracking these KPIs and correlating them with campaign activities, we can glean valuable insights. Did a specific press release drive website traffic? Did influencer partnerships amplify brand mentions?PR?ÇÖs impact often lies in shaping perceptions and building long-term brand value. While immediate ROI might be elusive, the insights gleaned from data-driven measurement form the cornerstone for future, impactful communication strategies. This allows us to continuously refine our approach, maximizing impact and solidifying our position in the competitive landscape.

TEAM LEWIS has appointed Pravin Nair as their new Senior Campaign Manager, stationed in Singapore. Nair transitions to TEAM LEWIS from Helix / Navigate PR, where he served as an Account Manager. His extensive background in public relations spans various sectors, including government, B2B, maritime/shipping, and corporate industries.During his tenure at Helix, Pravin managed public relations efforts for clients in the maritime and B2B insurance sectors. His earlier professional experiences also include working with government and corporate clients. Nair holds a degree in Media Studies and Public Relations from Murdoch University.

Authored by Atul Malikram, PR ConsultantIn the bustling world of media, where every headline competes for attention, there's a behind-the-scenes artistry at play. Behind the impactful moments of brand stories lies the intricate orchestration of Public Relations agencies. In this landscape where narratives compete for prominence, PR professionals are the unsung architects, deftly shaping perceptions and driving brand success. Navigating the delicate dance between client ambitions and the ever-evolving demands of journalists and editors, they craft stories that captivate audiences and leave a lasting impression.Let?ÇÖs dive into the fascinating world of PR agencies and uncover the art of balancing client expectations with the realities of media coverage:Bridge BuildingPR agencies act as the vital link between clients and media platforms. They skillfully navigate the differing priorities and operational constraints of both parties. This pivotal role involves translating client objectives into compelling narratives that not only align with editorial guidelines but also resonate with target audiences.Navigating Client ExpectationsClients often expect flawless execution and extensive media coverage. PR agencies work to align these expectations with the realities of media requirements. They ensure that client stories are strategically positioned to maximize relevance and enhance the brand's visibility and reputation effectively.Understanding Media DynamicsPR agencies educate clients about the intricacies of media dynamics, including clarifying realistic outcomes and emphasizing the crucial role of strategic timing in achieving impactful media coverage. By setting accurate expectations, agencies empower clients to grasp the complexities of PR campaigns. However, agencies also face challenges such as editorial space limitations, where the final decision on story publication rests with the media outlets. This necessitates agile strategies and close collaboration with journalists to maximize opportunities for coverage in competitive media environments.Budgetary ConstraintsOperating within varying budget limitations, PR agencies employ creativity and strategic planning to deliver optimal results. Despite financial constraints, they maximize the impact of media engagements through efficient resource allocation and innovative approaches tailored to client needs. However, clients often expect high-quality coverage at low costs, presenting a significant challenge for agencies. In many cases, it becomes difficult to secure extensive coverage within limited budgets, requiring careful negotiation and prioritization to achieve the desired outcomes while maintaining cost-effectiveness.Advocate Regional Narratives for broad exposureIn the aftermath of the COVID-19 pandemic, there has been a significant shift in media patterns and the guidelines governing news publication. Media outlets have adapted to new norms, altering their approaches to content dissemination and editorial priorities.In regional markets, this shift underscores the importance of tailoring stories and press releases to include local perspectives and relevant facts or figures. By doing so, PR agencies and their clients can effectively communicate the unique value propositions of their brands, services, or campaigns to journalists. This regional focus not only enhances understanding but also increases the likelihood of coverage that resonates with local audiences.In the PR industry, supporting journalists with timely quotes or data is crucial for securing media coverage. Deadlines loom large in these scenarios, underscoring the need for both clients and agencies to prioritize responsiveness and respect deadlines.Strengthening Media Partnerships through Responsive SupportClients and agencies alike must grasp the critical importance of timing in media interactions. Delays in meeting specific media requests can detrimentally impact relationships with journalists, signalling a lack of commitment or preparedness. Such lapses should be minimized to uphold positive rapport and facilitate seamless communication in PR campaigns.By adopting a proactive stance towards media engagements, both parties not only bolster their media relations but also amplify the effectiveness of brand communication strategies within a competitive media landscape. This approach ensures that messages are conveyed promptly and accurately, maximizing opportunities for impactful storytelling and fostering enduring relationships with media partners.In this competitive media environment, where every story counts, PR agencies stand as champions of impactful communication. As they continue to navigate the complexities of client needs and media dynamics, their commitment to innovation and excellence ensures that each campaign contributes meaningfully to the evolving narrative of success.DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.

Nestl?? Canada has selected Citizen Relations as the Public Relations Agency of Record (AOR) for its confectionery division. This follows a competitive agency selection process.Citizen Relations will be responsible for:Media Relations: Both traditional media coverage and influencer marketing for Nestl??'s confectionery brands, including Aero chocolates and Kit Kat bars.Brand Activations: Creating engaging experiences to promote Nestl??'s confectionery products.Citizen Relations will also provide PR support for other Nestl?? brands beyond confectionery.Previously, Nestl?? Canada collaborated with various agencies on a project-by-project basis for different brands. These included Rethink for Kit Kat, Golin for Essentia Water, Strategic Objectives for Nescaf??, and Zeno for H?ñagen-DazsJenn Duggan, president of Citizen Relations Canada (Ontario & West), said: "There?ÇÖs so much delicious potential we can unlock for a brand that?ÇÖs a staple in almost every household. And we?ÇÖre thrilled for the opportunity to partner with such a talented and passionate group of brand leaders.?Ç¥

There has been in increase in diagnosis of mental health conditions in the PR industry, according to new research carried out by the Public Relations and Communications Association (PRCA) and the Chartered Institute of Public Relations (CIPR).The research ?Çô conducted by Opinium ?Çô revealed that on average, 91% reported poor mental health in the last 12 months. Meanwhile, the proportion of PR professionals that have been diagnosed with a mental health condition has risen from one in four (25%) to a third (33%).The number of PR professionals who find their jobs stressful has stayed consistent year after year. In fact, three out of ten (29%) continue to rate their stress levels within the range of 8-10 (with 10 being extremely stressful). This figure has remained stable since it first rose from 26% in 2021.As in past years, PR professionals continue to have a higher risk of poor mental health than the general UK workforce. In the last year, 63% of UK workers report having poor mental health.Before the pandemic around 70% of UK PR professionals worked from an office all the time. This is now down to 9%. Professionals largely agree that working from home has positive aspects, with 81% appreciating a better work-life balance and 78% finding the lack of commute good for mental health.Other key findings:  An average wellbeing score of 45.3, indicating a slight decrease from the previous year.  60% of respondents have told someone at work that they have struggled with their mental wellbeing, up from 51% last year.  59% said that having too much work to do is the biggest barrier for taking time off to deal with mental health.  58% cited an overwhelming workload as a key source of workplace stress.  60% reported that having too much work is the biggest barrier to taking time off for mental health reasons.PRCA CEO, James Hewes, said: "Amidst the rapid evolution of the PR industry, we must refuse to normalise stress as an inherent part of our culture. The past five years have brought significant change, with more on the horizon. As we navigate the shift to hybrid work environments, it's urgent to grasp the implications for our workflows and communication dynamics. A constant barrage of updates can hinder focus, and an 'always-on' mentality isn't sustainable. It's time for leaders to amplify the conversation on mental health. While progress has been made in acknowledging and addressing mental health challenges, lip service alone won't suffice. We must ensure our actions match our words. By prioritising wellbeing, we pave the way for a healthier, more resilient workforce, benefiting both our businesses and our people."CIPR CEO, Alastair McCapra, said: ?Ç£I am immensely proud of this partnership and the publication of this year's mental health audit. The findings shed light on the progress we've made and the challenges that still lie ahead. Notably, the data reveals an issue that is both unacceptable and unsustainable, with workload stress remaining the primary culprit.The report marks another pivotal moment in our journey toward creating a healthier, more supportive future for our industry. I encourage our respective members and the wider profession to carefully consider these insights and share them with your teams. By working together and taking decisive action, we can drive meaningful change and build a resilient, future-ready, and thriving PR profession.?Ç¥

Linkin Reps is thrilled to announce the newest addition to its esteemed portfolio: Aurika Hotels & Resorts, the upscale brand of Lemon Tree Hotels. This collaboration underscores Linkin Reps' dedication to offering exceptional Public Relations services to its valued clients, with a special focus on the hospitality vertical. Aurika Hotels & Resorts epitomizes sophistication and luxury, presenting a curated collection of distinctive properties that encapsulate the essence of their respective locales. From the majestic grandeur of Aurika, Udaipur nestled amidst the Aravalli Hills to the tranquil beauty of Aurika, Coorg enveloped by verdant coffee plantations, to the vibrant charm of Aurika, Mumbai Skycity, paying homage to the city's cinematic legacy, each property promises unforgettable experiences that transcend the ordinary. "At Aurika Hotels & Resorts, we believe in exceeding expectations and creating memorable experiences for our guests. We currently have three operational properties, which includes the two resorts, Aurika, Udaipur and Aurika, Coorg and the city hotel, Aurika, Mumbai Skycity, which is India?ÇÖs largest hotel by number of rooms. We also have properties coming up in leisure destinations, including Rishikesh and Kasauli," said Akriti Arora, Director ?Çô Communications, Lemon Tree Hotels. She further commented, "We have partnered with Linkin Reps to showcase our properties to the most appropriate audiences and create unique story-telling experiences for the brand. We eagerly anticipate welcoming guests to our distinctive properties and curating moments that leave a lasting impression." Aurika Hotels & Resorts are designed to captivate guests with their impeccable service, exquisite design, and innovative amenities. Each property promises a bespoke experience tailored to cater to the diverse preferences of modern travellers, whether it's hosting a fairy tale destination wedding amidst the opulence of Aurika, Udaipur, indulging in coffee plantation escapades at Aurika, Coorg, or immersing in Mumbai's dynamic culture in the grandeur of Aurika, Mumbai Skycity ?Çô India?ÇÖs largest hotel by number of rooms. "We are excited to welcome Aurika Hotels & Resorts into the Linkin Reps family," said Komal Seth, Founder and Director at Linkin Reps. "Their unwavering commitment to excellence, coupled with an emphasis on providing guests with extraordinary moments, perfectly aligns with our mission of taking Aurika to the world. We are confident that Aurika's distinctive offerings will resonate with travellers seeking destinations that inspires journey."

The rapid transition to digital has brought about immense transformation in every sphere of the industry. Public Relations has seen significant transformations as new opportunities emerge in this digital era. No longer is PR seen as mere media relations, as it is increasingly integrated with the marketing and advertising functions to give a whole new dimension to the brand communication space.According to Statista reports from December 2023, around 68% of surveyed public relations professionals worldwide identified artificial intelligence (AI) as most impactful in research and list building. Of these professionals, 68% found AI useful for research list building, 47% for monitoring and measuring, and 36% for strategy and planning.The report also indicates that nearly two-thirds (64%) of PR professionals globally are using generative AI solutions like ChatGPT or DALL-E in their work, a significant increase from the 33% reported earlier in April of the same year. Moreover, the percentage of PR professionals not planning to explore AI tools decreased from 15% to 5%.Girish Balachandran, Founder, ON PURPOSE, emphasized the importance of crafting authentic narratives that resonate across platforms while maintaining transparency and agility. He highlighted the use of multimedia content and building strong relationships with stakeholders to amplify PR efforts.On the other hand, Shibani Kumar, Founder, Properganda, stressed on the need for digital literacy among PR professionals and integrating tech tools like social media monitoring platforms and analytics software for targeted communication strategies.Speaking about effective techniques for managing and leveraging data analytics in PR campaigns, Shibani Kumar mentioned the invaluable insights data analytics offer in refining strategies and predicting trends. Meanwhile, Girish Balachandran emphasized on leveraging data-driven insights and emerging technologies like generative AI to streamline processes and foster authentic connections with audiences.Managing & leveraging data analytics to enhance PR campaignsSpeaking about the key techniques, Shibani Kumar shared, ?Ç£Data analytics has become invaluable in modern PR operations, offering insights that can significantly enhance campaign effectiveness. By leveraging data analytics, we can precisely target desired audience segments, measure the impact of campaigns in real-time, and iteratively refine strategies for optimal results. From tracking media mentions to monitoring social media engagement metrics, the power of data analytics enables us to make data-driven decisions that drive tangible outcomes. Predictive analytics can anticipate trends, identify potential crises, and tailor PR strategies accordingly, inspiring proactive and strategic decision-making.?Ç¥Balachandran felt that the evolution of public relations in the digital era has been nothing short of transformative. ?Ç£We, as PR professionals, today navigate a complex web of social media, online forums, and digital outlets to effectively communicate key messaging. It?ÇÖs no longer just about issuing press releases, but about creating content that is engaging, sparks conversations and drives action.Embracing data-driven insights to inform PR strategies will continue to remain key while we leverage emerging technologies like generative AI and automation to streamline processes, and foster authentic connections with audiences through personalised communication.?Ç¥Building strong relationshipsSpeaking on some effective ways in which PR professionals can engage with consumers, influencers and media, Balachandran said, ?Ç£The first and most crucial step is to identify and understand the unique preferences and behaviours of each stakeholder group, whether it is consumers, influencers, or the media. From there, we tailor messaging and communication channels to effectively reach and resonate with each audience group.?Ç¥He further said, ?Ç£It is important to build authentic relationships based on trust and transparency in order to foster credibility and loyalty. Actively listening to stakeholder feedback and engaging in meaningful conversations is one of the best ways to cultivate strong relationships to drive long-term success.?Ç¥According to Shibani Kumar, PR professionals can achieve this by tailoring messages to resonate with different audience segments based on their interests, preferences, and communication channels. ?Ç£But above all, maintaining transparency and authenticity in communications, including admitting mistakes, addressing concerns openly, and providing accurate information, is the key to building trust with stakeholders,?Ç¥ she added.The rapid transition to digital has brought about immense transformation in every sphere of the industry. Public Relations has seen significant transformations as new opportunities emerge in this digital era. No longer is PR seen as mere media relations, as it is increasingly integrated with the marketing and advertising functions to give a whole new dimension to the brand communication space.According to Statista reports from December 2023, around 68% of surveyed public relations professionals worldwide identified artificial intelligence (AI) as most impactful in research and list building. Of these professionals, 68% found AI useful for research list building, 47% for monitoring and measuring, and 36% for strategy and planning.The report also indicates that nearly two-thirds (64%) of PR professionals globally are using generative AI solutions like ChatGPT or DALL-E in their work, a significant increase from the 33% reported earlier in April of the same year. Moreover, the percentage of PR professionals not planning to explore AI tools decreased from 15% to 5%.Girish Balachandran, Founder, ON PURPOSE, emphasized the importance of crafting authentic narratives that resonate across platforms while maintaining transparency and agility. He highlighted the use of multimedia content and building strong relationships with stakeholders to amplify PR efforts.On the other hand, Shibani Kumar, Founder, Properganda, stressed on the need for digital literacy among PR professionals and integrating tech tools like social media monitoring platforms and analytics software for targeted communication strategies.Speaking about effective techniques for managing and leveraging data analytics in PR campaigns, Shibani Kumar mentioned the invaluable insights data analytics offer in refining strategies and predicting trends. Meanwhile, Girish Balachandran emphasized on leveraging data-driven insights and emerging technologies like generative AI to streamline processes and foster authentic connections with audiences.Managing & leveraging data analytics to enhance PR campaignsSpeaking about the key techniques, Shibani Kumar shared, ?Ç£Data analytics has become invaluable in modern PR operations, offering insights that can significantly enhance campaign effectiveness. By leveraging data analytics, we can precisely target desired audience segments, measure the impact of campaigns in real-time, and iteratively refine strategies for optimal results. From tracking media mentions to monitoring social media engagement metrics, the power of data analytics enables us to make data-driven decisions that drive tangible outcomes. Predictive analytics can anticipate trends, identify potential crises, and tailor PR strategies accordingly, inspiring proactive and strategic decision-making.?Ç¥Balachandran felt that the evolution of public relations in the digital era has been nothing short of transformative. ?Ç£We, as PR professionals, today navigate a complex web of social media, online forums, and digital outlets to effectively communicate key messaging. It?ÇÖs no longer just about issuing press releases, but about creating content that is engaging, sparks conversations and drives action.Embracing data-driven insights to inform PR strategies will continue to remain key while we leverage emerging technologies like generative AI and automation to streamline processes, and foster authentic connections with audiences through personalised communication.?Ç¥Building strong relationshipsSpeaking on some effective ways in which PR professionals can engage with consumers, influencers and media, Balachandran said, ?Ç£The first and most crucial step is to identify and understand the unique preferences and behaviours of each stakeholder group, whether it is consumers, influencers, or the media. From there, we tailor messaging and communication channels to effectively reach and resonate with each audience group.?Ç¥He further said, ?Ç£It is important to build authentic relationships based on trust and transparency in order to foster credibility and loyalty. Actively listening to stakeholder feedback and engaging in meaningful conversations is one of the best ways to cultivate strong relationships to drive long-term success.?Ç¥According to Shibani Kumar, PR professionals can achieve this by tailoring messages to resonate with different audience segments based on their interests, preferences, and communication channels. ?Ç£But above all, maintaining transparency and authenticity in communications, including admitting mistakes, addressing concerns openly, and providing accurate information, is the key to building trust with stakeholders,?Ç¥ she added.Challenges and complexities of the digital landscapeAddressing the difficulties faced by PR practitioners, Shibani Kumar said, ?Ç£Some of the major challenges now are managing the vast amount of information available online, including monitoring multiple channels, analysing data, staying updated on trends and conversations, and handling online reputation crises and social media backlash when audiences are more aware than ever while maintaining brand integrity and credibility and demonstrating the ROI of PR efforts in the digital realm, including tracking and attributing outcomes such as brand awareness, engagement, and conversion.?Ç¥She added, ?Ç£We can proactively invest in robust analytics tools to track and analyse digital data, derive actionable insights, and accurately measure PR campaign effectiveness.?Ç¥For Balachandran, it is imperative to stay vigilant and monitor online conversations, pre-emptively address potential issues before they escalate, and be transparent and responsive as much as possible in all communications. Investing in continuous learning and development, and staying alert on emerging trends and technologies is essential for staying ahead of the curve in today?ÇÖs rapidly evolving digital landscape.

Puneet Gupta joined the INOX Group as Head of Communications for INOX Air Products (INOXAP) and INOX INDIA LIMITED (INOXCVA). He updated his job role on LinkedIn, saying, "Thrilled to announce my new role at the INOX Group as Head of Communications for INOX Air Products (INOXAP) and INOX INDIA LIMITED (INOXCVA). INOXAP is India?ÇÖs largest industrial gases manufacturing company, and INOXCVA is among the world?ÇÖs leading cryogenic solutions companies.""I am excited to leverage my expertise in communications to drive purpose-driven brand growth and share compelling stories about the fascinating products and solutions that are poised to make a difference to mankind," he added.Puneet is an innovation-driven strategic communications expert with rich entrepreneurial experience of 18 years in Corporate Communications, Public Relations, Branding, CSR, and Internal Communications.Prior to joining INOX, Puneet worked with INOX Leisure Limited for over four years as AVP of Corporate Communications. He also handled corporate communication for Airtel and was associated with them for over nine years.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive column ?Çô PR Conversation ?Çô Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Shalini Singh, Group Head-Brand and Communications, RPG Group, speaks in length about her role at RPG Group, the #ChangetheStory sustainability project, RPG Group?ÇÖs approach to sustainability communication, and much more.How has your journey been like so far? How did you transition into the role of Group Head - Brand & Communications at RPG Group?My professional journey began with a world class company, Arvind Mills, which was a global organization, ahead of its time. I learned a lot by setting up the communications function for this dynamic company and also worked on interesting brand launches and campaigns. In the dynamic era of the Y2K, I had the privilege of working with renowned companies like Kale Consultants and Bharti Tele-Ventures. These enriching experiences laid the foundation for my career in corporate communication.I have spent over 6 years of my career heading Corporate Communications, CSR & Sustainability at Tata Power, spearheading sustainability initiatives. Sustainability has always been my passion. Club Enerji & Act for Mahseer are a few of the properties we initiated at Tata Power, which have grown humongous now.My next stint was at Lafarge Holcim, where I took on the role of Head of Corporate Communications and Sustainability, for its two Indian entities- Ambuja and ACC. This was an interesting chapter of my career, where I first facilitated the brand transition from Lafarge Holcim to Holcim in India. Later, I facilitated brand transition during the takeover of companies from Holcim to Adani. At ACC and Ambuja, our sustainability projects, like #ChangetheStory, got global recognition.Transitioning into the role of Group Head - Brand & Communications at RPG Group was a natural progression, where I leverage my expertise to drive impactful brand strategies aligned with the group?ÇÖs vision and values. The Group?ÇÖs brand promise is ?Çô Hello Happiness, which endorses happiness for all. Sustainability is among the Group?ÇÖs key focuses.It?ÇÖs been an enriching journey marked by continuous learning, growth, and contributing my bit to the plant. Experience in varied sectors like Power, Cement, IT, Telecom, Pharma, automotive and Textiles & Garments has given me a nuanced and holistic perspective that helps both professionally and personally.How do you approach integrating sustainability practices into the overall brand communication strategy for RPG Group?Sustainability is an integral part of RPG Group?ÇÖs brand identity. We ensure that sustainability principles are embedded into every aspect of our communication strategy, from product messaging to corporate storytelling.RPG Group and its companies are purpose-driven entities and our focus is creating long-term impact. For instance, our most recent sustainability campaign is a mega plantation drive wherein the group has pledged to conserve, restore, and grow one million trees by 2030. So, it is more of a long-term project than short.Our approach to sustainability communication begins by aligning with the overarching vision and goals of the Group and its diverse business entities. For instance, CEAT Ltd, our flagship company, has set a target to reduce its carbon footprint by 50% by 2030, while KEC International aims to decrease greenhouse gas emissions intensity at its manufacturing plants by 20% by FY26. Similarly, Zensar Technologies, another RPG Group entity, has pledged to achieve net-zero greenhouse gas emissions by FY 2040. Through these goals, we strive to lead by example for the industry. By leveraging our brand communication channels, we aim to amplify our sustainability initiatives, raise awareness among stakeholders, and inspire collective action towards environmental conservation.Moreover, our sustainability communication strategy revolves around shared commitments to UN Sustainable Development Goals (SDGs), encompassing objectives such as circular economy practices, water management, energy efficiency, and carbon neutrality.In essence, sustainability is not just a checkbox for RPG Group; it?ÇÖs a fundamental principle that guides our decision-making and shapes our brand identity.With your extensive experience across various industries, how have you seen the landscape of brand communication evolve over the years?Branding and communication industry has evolved tremendously over the past few decades. This is majorly driven by technological advancements. We have witnessed consumer behaviour changing and focus shifting. Sustainability is now mainstream. I began working 4-5 years before the Y2K; this was the time when we had newly begun embracing digital and incorporating the web in every business function. Communication was no different.Over the years, we have witnessed a significant shift towards digital platforms, enabling more targeted and personalized communication strategies. The traditional media simultaneously have also reinvented themselves, thus changing the dynamics. This industry keeps one on their toes, as agility in evolving with the times is of key importance.As digital media continues to thrive, the scope of PR and corporate communications has expanded, encompassing reputation management, stakeholder engagement, and crisis response. In this dynamic environment, integrated communication strategies that seamlessly blend traditional and digital channels have become imperative for building brand resilience and fostering meaningful connections with audiences.What are some key challenges you faced in your role, and how did you overcome them?As Chief - Corporate Communications, CSR & Sustainability, navigating the complex landscape of stakeholder expectations and balancing short-term goals with long-term sustainability objectives posed significant challenges. However, by fostering collaboration across departments, leveraging data-driven insights, and fostering a culture of transparency and accountability, we were able to overcome these challenges and drive meaningful progress. During crisis management, meticulous scenario planning and responsiveness help build trust with our stakeholders.You have also been the Chairman of the POSH Committee. What strategies did you implement to promote a safe and inclusive work environment within your organizations?As Chairman of the POSH Committee, promoting a safe and inclusive work environment was a top priority. We implemented robust policies and procedures to prevent and address instances of harassment, while also fostering a culture of respect and diversity through awareness campaigns, training programs, and employee resource groups. By prioritizing all employees?ÇÖ well-being and accountability, we created a workplace where everyone feels valued and supported.In your opinion, what are the essential qualities or skills required for a successful career in integrated communications and sustainability?Deep understanding of business, strategic thinking, adaptability, and a passion for driving positive change are essential qualities for success in integrated communications and sustainability. Staying updated with the latest trends and developments, being empathetic towards diverse perspectives, and fostering collaboration across disciplines are also critical for navigating the dynamic landscape of corporate communications and sustainability.Could you share a memorable experience or achievement from your career that you are particularly proud of?There are many memorable experiences, but chief of them are being amongst Asia?ÇÖs Top Sustainability Superwomen List of Honor (2019) by GRI for note worthy contributions to building the nation and putting it on a roll-journey leveraging futuristic insights and contributions in the areas of Communication, CSR and Sustainability. The second one being Holcim?ÇÖs #ChangeTheStory campaign, which is indeed something I look back at and reflect upon. The initiative was special as it not only raised awareness about critical sustainability issues, but also mobilized stakeholders towards collective action. And that is an example of the power of integrated communications in driving positive change.A standout aspect of the #ChangeTheStory campaign was the introduction of bubble barrier technology, a cutting-edge innovation designed to remove plastic waste from waterways. I believe, #ChangeTheStory is remarkable in the sense that it created a tangible impact on the environment. By leveraging sustainability measures supported by advanced technology, we were able to make a lasting and measurable difference in our surroundings. It reinforces the power of collective action in driving positive change. I believe that is what won us the various awards and global recognitions.

The world of Public Relations (PR) is undergoing a rapid transformation. While the core principles of building brand reputation and managing communication remain, the job description and skillset required for success are evolving at an even faster pace.The PR Crossroads: Specialization vs. DiversificationThis dynamic landscape presents PR professionals with a crucial question: Should they specialize in a specific niche or become a multi-skilled professional adept at juggling various PR disciplines?This upcoming panel discussion, titled "The Evolving PR Professional: Niche Expertise or Multi-Skilled Mastermind?", will delve into this critical topic. Join us for a thought-provoking conversation that explores:The rewards and risks of niche specialization vs. a diversified skillset.The impact of these choices on career growth and leadership opportunities.How the PR profession's trajectory will be shaped by the dominant approach.Industry leaders share insights.The discussion will be led by Mou Chakravorty, Associate Director, Marketing, Brand & Communications at Deloitte India, and feature a distinguished panel of PR experts:Minari Shah, Director, International (APAC, EU, LATAM) ?Çô Owned Content & Channels at AmazonPriya Bendre, Assistant General Manager - Corporate Communication at Fortis HealthcareSonali Sokhal, Founder of Intelliquo PRThe event provides an ideal platform to gain valuable insights into the future of PR.Date & Time: Saturday, April 27, 2024, 12:00 PM - 1:00 PM ISTIndustry Partner: CommsAddaContent Curators: Tarunjeet Rattan, Sonali Sokhal, Pooja Trehan

In the high-octane world of marketing, Public Relations (PR) often plays a vital role. It shapes brand perception, cultivates positive media coverage, and fosters valuable relationships with stakeholders. But unlike flashy ad campaigns or targeted social media blitzes, PR?ÇÖs impact can be subtle yet significant. The challenge? Isolating and measuring its success amidst a symphony of marketing efforts. The third and final part of this series dives into the strategies PR professionals use to quantify their contributions, proving the power of strategic communication in today?ÇÖs dynamic marketing landscape.Read the first two parts here:Why it is tough to bring in standardization in traditional PR metrics?Data-driven approach to PR metrics: Understanding the new dynamics in AI eraJyotsna Dash Nanda, AVP, Corporate Communications, DS Group, feels that isolating the specific impact of PR campaigns within a broader marketing mix can be challenging. However, she adds, several methods can help PR professionals measure their contribution. One approach, according to her, is to utilize marketing mix modeling (MMM), which employs statistical techniques to quantify the independent effect of each marketing channel, including PR, on sales or other key metrics (Farris et al., 2010).?Ç£PR professionals can also track campaign-specific metrics like brand mentions with positive sentiment before, during, and after the campaign to isolate its influence (Kitchen et al., 2017). Additionally, utilizing unique UTM parameters (Urchin Tracking Module) in press releases or social media posts linked to PR efforts allows for tracking website traffic specifically driven by the campaign (Smith, 2020). By employing a combination of these methods, PR professionals can gain a clearer picture of their campaigns' impact within the wider marketing ecosystem,?Ç¥ she says.In an increasingly converging and integrated communication universe, this could be challenging and the metrics do overlap at times, observes Sumathi Chari, Senior Partner & Director, PRHUB. ?Ç£Having said that, public relations (PR) fundamentally revolves around storytelling. It gains traction naturally when shared by impartial voices unconnected to the brand or its campaigns. Therefore, the extent to which we can cultivate and attract attention through compelling narratives will consistently serve as a pivotal and unique metric for evaluation,?Ç¥ she says.First and foremost, says Siddhartha Mukherjee, Founder of Brand Balance, PR is not limited to supporting the CMO and the marketing team of the organisation alone. According to him, its capability and the real scope of work are much larger and more complex. In fact, he adds, the actual capability of what PR is meant to do gets amplified when PR works with the CEO and all other CXOs. Hence, PR does not just work for the marketing of products or services of a brand alone, but also the employer brand, investor brand, vendor and partner brand, government brand, and so on.?Ç£Talking specifically about measurement in marketing campaigns, it is first important to understand PR?ÇÖs amazing potential to strengthen the marketing campaigns across the pre, during, and post phases. In fact, if one studies the data of various marketing campaigns across industries, it will be observed that very few have made judicious use of PR in all three phases across pre, during, and post. In most of the cases, PR?ÇÖs recall by the marketing team has been at the 11th hour, and therefore, its intervention got restricted to ?Çÿduring?ÇÖ or the ?Çÿlaunch?ÇÖ or ?Çÿannouncement?ÇÖ phase only. If PR is leveraged properly with scientific ERPs - efforts, resources, and processes, its measurement will reveal amazing results in the outcome stage of the measurement framework. Paid and earned stimuli can be separately linked with the strengthening of brand recall and engagement scores,?Ç¥ Mukherjee explains.Beyond ROI: Exploring Vital Metrics in MeasurementIn the realm of PR, measuring success extends far beyond the traditional confines of Return on Investment (ROI). While ROI serves as a crucial indicator of financial performance, it often fails to capture the full spectrum of PR?ÇÖs impact on brand reputation, audience engagement, and overall organisational goals. In the multifaceted landscape of PR metrics, it is important dive into alternative benchmarks that hold equal significance in assessing campaign efficacy. By understanding the importance of these metrics, PR professionals can craft more comprehensive strategies and demonstrate the true value of their efforts to stakeholders.While ROI remains a key performance indicator, PR success extends beyond the bottom line, says Jyotsna Dash Nanda. ?Ç£Measuring media reach, sentiment analysis, social engagement, and website traffic paint a more comprehensive picture. These metrics reveal brand visibility, audience perception, and the impact of PR efforts on business objectives.?Ç¥According to Tarunjeet Rattan, Managing Partner, Nucleus PR, while measuring success, PR professionals can also add these to the report to add additional layers:Social Media TrafficDigital Platform AnalyticsGoogle AnalyticsWebsite TrafficMarket ResearchOnline Listening Reports?Ç£Each of these metrics serves as an indicator of the reputation the PR team strives to cultivate for the brand. The availability of comprehensive data allows for thorough analysis, empowering the team to leverage insights effectively and demonstrate the tangible impact of PR efforts. However, challenges arise when data is scarce or inaccessible, compounded by limited resources for investing in necessary tools. In such scenarios, the team may find themselves reliant solely on media coverage to justify their presence and contributions, highlighting the critical importance of accessible data and adequate support for achieving ROI goals,?Ç¥ says Rattan.Like other forms of communication, PR too, can never lay its claim on ROI (transaction), says Siddhartha Mukherjee.?Ç£However, it can and should claim its stake in ROO (Returns of Objective); in other words, measurement data that showcase change of thinking within target audiences. To achieve ROO as the outcome, the entire PR Measurement framework - INPUT-OUTPUT-OUTCOME - needs to be strengthened and leveraged very efficiently. Each block of Input, Output, and Outcome will need to have an intricate series of metrics. To sprinkle a few:PR Input should work towards balancing and target setting metrics such as reach, frequency, sustenance, emotion, multimedia, etc.Preference for monthly as against quarterly planning cycle.Junking the AVE cancer.To evaluate the visibility quotient, preference for holistic index scores as against count of articles or space...and so on,?Ç¥ Mukherjee explains.

We are in a new era of Public Relations. In the last few years, the importance of reputation management has taken a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.In our exclusive column ?Çô PR Conversation ?Çô Adgully interacts with leading business leaders and obtains their exclusive views and insights on the various trends in the PR and communications industry.In conversation with Adgully, Himani Rautela, Deputy General Manager - Communications Lead at Redington Ltd, speaks about the importance of authenticity and differentiation in positioning companies in competitive markets, drawing up effective crisis communication strategies, integrating traditional media outreach with digital marketing strategies, and more.Could you share more about your role as Communications Lead at Redington? How do your responsibilities align with the company?ÇÖs business objectives?As the Communications Lead at Redington, my primary responsibility is to develop and execute comprehensive communication strategies that align with the company?ÇÖs overarching business objectives. This involves crafting messaging that effectively communicates Redington?ÇÖs value proposition to various stakeholders. By fostering relationships with key stakeholders, I ensure that Redington maintains an impactful presence in the market, ultimately contributing to the company?ÇÖs growth and reputation.With your extensive experience in media outreach and strategic brand building, what are some key insights that you?ÇÖve gained about effectively positioning companies in competitive markets?One key insight that I have gained is the importance of authenticity and differentiation in positioning companies in competitive markets. It is essential to identify and articulate what sets a company apart and to communicate that distinctiveness consistently across all touchpoints. Additionally, building strong relationships can significantly amplify a company?ÇÖs messaging and enhance its credibility in the market. By continuously monitoring market trends and consumer behaviour, we can adapt our positioning strategies to remain relevant and compelling in an ever-changing landscape.Leveraging my extensive experience as a seasoned communication professional, specializing in media outreach and strategic brand development, I have navigated the complexities of positioning companies across a diverse spectrum. From startups and consulting firms to NGOs and established brands, within fiercely competitive markets, I have honed invaluable insights that are integral to success in today?ÇÖs business landscapes.How do you approach crisis communication? Could you share a notable experience where your strategies helped navigate a challenging situation successfully?Effective crisis communication is essential, demanding a proactive and transparent stance. When confronted with a crisis, my foremost objective is swift assessment, gathering precise data, and formulating a coherent response strategy. Central to this approach are transparency and candor, alongside ensuring open channels of communication with all stakeholders. A notable instance showcasing our adept crisis communication occurred during a specific incident (for confidentiality reasons, brand names cannot be disclosed). Through prompt acknowledgment of the issue, consistent updates, and proactive solution offerings, we successfully managed to alleviate the situation.How do you integrate traditional media outreach with digital marketing strategies to create a cohesive communication narrative for brands?Integrating traditional media outreach with digital marketing strategies is essential for creating a cohesive communication narrative that reaches diverse audiences across multiple channels. We leverage traditional media outlets, such as newspapers, magazines, and broadcast media, to reach a broad audience and establish credibility. Simultaneously, we harness the power of digital platforms, including social media, blogs, and online publications, to engage with target demographics in a more personalized and interactive manner. By aligning our messaging and content across both traditional and digital channels, we create a unified brand experience that resonates with our audience and drives meaningful engagement.You have worked with India Mobile Congress and other digital technology forums. How do you stay updated with industry trends, and how do you incorporate these insights into your communication strategies?Staying updated with industry trends is essential for notifying our communication strategies and maintaining a competitive edge. I actively participate in industry events, such as conferences, seminars, and webinars, to stay abreast of the latest developments and emerging technologies. Additionally, I regularly monitor industry publications, research reports, and social media channels to gather insights and identify potential opportunities. By staying informed and adaptable, we can tailor our communication strategies to anticipate market trends and meet the evolving needs of our stakeholders.Please tell us about your involvement in advising companies on public relations and policy matters, and the impact it had on their overall communication strategies.As a communication professional, I have had the privilege of advising companies on public relations and policy matters to help them navigate complex regulatory environments and enhance their overall communication strategies. By providing strategic counsel and leveraging my expertise in media relations and stakeholder engagement, I have helped companies effectively communicate their positions on key policy issues and build strong relationships with government officials and regulatory bodies. This proactive approach not only enhances their reputation and credibility but also ensures that their communication strategies are aligned with their broader business objectives.Could you share a specific example of a successful media campaign you conceptualized and implemented, highlighting the impact it had on the business's objectives?One notable instance of a highly effective media campaign was a video crafted to pay tribute to the taskforce. Recognizing the paramount importance of igniting excitement and raising awareness about this launch, we orchestrated a comprehensive multi-channel campaign. This initiative seamlessly integrated traditional media outreach with cutting-edge digital marketing strategies.Our approach encompassed securing prominent coverage in leading industry publications and leveraging influencers to amplify the product?ÇÖs visibility across various social media platforms. Furthermore, we curated captivating content, including dynamic videos and compelling infographics, designed to inform and captivate our intended audience.The culmination of our concerted efforts resulted in a significant surge of media interest, garnered acclaim from stakeholders, and solidified our presence within the target market.

Nikhil Dey, Executive Director at Adfactors PR, offers valuable insights on the changing face of Public Relations (PR) in today's information-driven world. In this interview, he explores how the industry has adapted to the "attention economy," the crucial role of PR in a digital age, and the strategies agencies are adopting to thrive in a competitive market. Nikhil Dey argues that the old "spray and pray" approach to public relations (PR) is no longer effective in the digital age. Excerpts:How has the landscape of Public Relations changed over the past decade, and what factors have contributed to its growing importance in today's information-driven society?The attention economy is shaping the way Public Relations is evolving. We are currently operating in a world of shrinking attention spans and untrustworthy information, news and data. A good example is the often-cited research about our attention span being eight seconds. The study in question has been questioned, and the source data does not stand up to scrutiny. This is why professional and ethical public relations continue to play an important role in shaping and building reputation.With the proliferation of digital platforms and social media, how has the role of PR professionals evolved to effectively manage and navigate the ever-changing media landscape?There are many times a PR professional is called into action, but of all of them, crisis management is probably the place they shine brightest. Digital and social media have increased the speed, frequency and impact of how a crisis escalates and is amplified for a brand or an organisation. This has created the need for a well-oiled public relations capability to be put in place. Preparedness is the key to effectively navigating through and past a crisis, and this is the playground of the PR professional.In light of the projected growth of the PR industry in India, what new strategies or approaches are PR agencies adopting to stay ahead in this competitive market and meet the evolving needs of their clients?Staying ahead of the curve requires PR partners to be deeply rooted in the realities of the business leaders they serve. What are the real problems and opportunities that the business leaders are navigating? This requires PR teams to have deeper domain knowledge, to enable creative ideas based on insights. Creating this capacity to listen and decode what is happening in the market using a mix of human intelligence and data analytics is one key capability that is emerging as a differentiator. What is coming around the corner? To be the early warning system and the radar for a business is possibly one of the most valuable ways a PR partner can help protect reputation and build business.As businesses increasingly recognize the importance of reputation management and brand perception, how do you see the relationship between PR and overall business success evolving in the coming yearsBetter aligned goals between business teams, brand teams and PR teams are likely to result in strong synergies. Well-orchestrated campaigns built around a central narrative targeting specific audiences will prove to be most effective. Instead of the old ?Ç£spray and pray?Ç¥ approach where share of voice and turning up the volume was the way to show how good PR was at drumming up visibility; the future is likely to be about staying below the radar and not inviting unwanted attention. Instead laser-sharp targeting of an audience with a clear call to action is a far better approach. Each discipline is like the arrow in the quiver of a skilful archer who will know when to use the right one.

The Public Relations and Communications Association Middle East & North Africa (PRCA MENA) has restructured its MENA Regional Board, a pivotal move aimed at fortifying strategic direction and industry representation in the MENA region.The MENA Regional Board serves as the guiding force behind PRCA MENA's initiatives, ensuring alignment with industry standards and fostering excellence in the field of public relations and communications. The restructured board brings together a diverse ensemble of esteemed industry leaders, poised to infuse their collective expertise and insights to propel the organisation to new heights. "We are delighted to unveil the restructuring of our MENA Regional Board, signifying our commitment to championing excellence and innovation in the public relations and communications landscape across the MENA region. The wealth of knowledge and experience brought forth by our board members will be instrumental in shaping the future trajectory of our organisation and advancing the profession as a whole,?Ç¥ remarked James Hewes, CEO of PRCA.The newly appointed members of the PRCA MENA Regional Board are:  Ahmad Itani, Founder & CEO, Cicero & Bernay Communication Consultancy. Chairman, PRCA MENA  Alexandre Beaulieu, Founder & CEO, TBWA DJAZ  Claire Micheletti, Founder & Joint Managing Director, Cosmopole Consultancy  Howard Kosky, CEO & Founder, Markettiers4DC  Ibrahim Al Mutawa, Co-founder and Managing Partner, Jummar PR  Imad Lahad, Managing Director, APCO Worldwide Dubai  John Rynehart, Managing Director, Seven Media  Joseph Nalloor, Discipline Lead - School of Communication, Murdoch University Dubai  Kamal Taibi, Founder & CEO, Strat?½usGroup  Khaled Alshehhi, Executive Director Marketing and Communications at UAE Government Media Office  Laureline Schwarz, Head of Global Corporate Communication, PR, Public Relations at Al-Futtaim Automotive  Louay Al Samarrai ?Çô Joint Managing Director, Co-Founder, Active (Digital. Marketing. Communications)  Natalie Amos, Managing Director - Lifestyle MENA at Four Agency  Natasha Hatherall-Shawe, Founder and CEO, TishTash Communications  Nick Sandham, Vice President, Corporate Communications, Alshaya Group  Petra B Spanko, Regional Director, Katch International  Samantha Bartel, CEO & Managing Partner, Instinctif Partners MENAThese professionals bring a rich tapestry of experiences and expertise to their roles, representing a diverse array of sectors and perspectives within the communications industry.