In conversation with Adgully, Tejas Totade, Chief Technology Officer, Ruder Finn, offers a global perspective on how artificial intelligence is redefining the future of communications—from a functional tool to a strategic partner embedded across workflows. He discusses the growing influence of AI-led search on reputation and risk management, India’s role as a critical innovation hub, and why transparency, human judgment, and ethical deployment will be central to building authentic, future-ready communication strategies in an increasingly AI-driven world.AI is rapidly moving beyond automation. How do you see the shift from AI as a tool to AI as a strategic partner reshaping the future of communications?When you think about it from a big-picture perspective, the reason AI is shifting from being just a tool to becoming an integrator or a platform is because there are far more opportunities today to embed AI into daily workflows. That, I think, is the key opportunity for everyone in the industry—to embrace AI in a way that hasn’t fully happened yet.So far, the focus has largely been on which tool to use and how to use one tool versus another. But the tools themselves are reaching a level of maturity where most of them are capable of doing very similar kinds of work. If you compare large language models like ChatGPT, Gemini, Claude, or others, their capabilities are converging.Now, the real question is how you embed AI into your day-to-day functions and make it pervasive, rather than treating it as a siloed solution that you turn to only for specific tasks. That’s where the true value of AI lies, and those who are able to unlock that value are the ones who will ultimately be successful.In an always-on, hyper-connected world, how should organisations rethink risk management and reputation building in the age of AI?One of the biggest challenges organisations are facing today is that search is increasingly dominated by AI. It’s no longer just about going to Google and scrolling through links. People now rely heavily on AI overviews in search results or the first response they get from tools like ChatGPT, and they make snap decisions based on that.Customers are increasingly depending on AI-driven search and prescriptive feedback from large language models. This, in turn, is shaping public perception and brand sentiment. Most users will not scroll past the AI overview or go beyond the first response they receive.Managing this new reality is a major challenge for brands. Many organisations are actively working to ensure that the key messages that accurately represent who they are and what they offer are reflected in these AI-generated responses. This is still an evolving landscape, and it goes beyond crisis readiness. From a brand health standpoint, this is the new frontier that organisations are trying to understand and prepare for, ensuring they are equipped to handle queries coming from AI-driven channels.What unique advantages does India bring to the global AI and communications ecosystem, and where does it still need to catch up?That’s a difficult question because there are many nuances involved. One of India’s biggest advantages is its massive user base. India has also always been very open to adopting technology.If you think about the mobile revolution or digital payments like UPI, these technologies became mainstream in India much faster than they did in many Western countries. India also has a very large and young population that is inherently digitally native, which further accelerates adoption and creates demand.There is significant talent, strong appetite for experimentation, and a willingness to be digitally first. This openness to adoption, combined with scale, makes India uniquely suited for the age of AI. As long as new services meet certain baseline expectations, there is very little resistance to trying and adopting them.From your global perspective, what makes India a critical growth and innovation hub in the evolving AI and communications ecosystem?The answer is closely linked to what I just described. The same advantages—India’s digitally native population, scale, and openness to technology—also translate into strong growth opportunities.This population is driving change and is among the most active users of emerging technologies. Education is also evolving rapidly in India, with a growing focus on incorporating new technologies into digital curricula. This creates opportunities not only for products and services but also from a talent perspective.There is a large pool of talent that is eager to enter this space and think beyond conventional approaches, which makes India a critical innovation hub in the global AI ecosystem.As AI-generated content becomes more prevalent, how can brands preserve authenticity and human judgment in their communications?Authenticity will always be critical, regardless of the technology involved. If brands want audiences to respond positively to campaigns, products, or services, there has to be a genuine human element.One important step is transparency. When AI is being used—especially in situations where audiences may not realise it—brands should disclose that the content is AI-generated. That has become table stakes.Beyond that, understanding context, messaging, and audience expectations is key. AI still struggles with context. Interestingly, when Google redefined its approach to search in 2023, it moved from E-A-T (Expertise, Authority, Trust) to E-E-A-T, adding “Experience” as a core pillar.This places greater emphasis on human experience and subject-matter authority. Content created by people with lived or professional experience is ranked higher. This is where the human element becomes essential and will continue to grow in importance.There’s also the growing concern of “AI slop”—low-quality, generic AI-generated content. Human intervention is critical to ensure brand communication doesn’t fall into that category. A human-in-the-loop approach is essential to preserving authenticity and ensuring AI-generated content adds value rather than diluting it.What ethical red lines should communications leaders never cross when deploying AI at scale?Transparency is fundamental, especially when engaging with public audiences who may not fully understand how AI is being used. That should never be compromised.Equally important is empathy and human oversight. AI-generated content must go through human review to ensure it aligns with brand values and doesn’t miss critical context.While there are legal considerations around copyright and fair use—which organisations are already addressing with their legal teams—the two non-negotiables for communicators should always be transparency and human intervention.In 2026, how critical will data-led communication and real-time sentiment tracking be in shaping proactive rather than reactive crisis strategies?We are already moving beyond real-time detection towards scenario planning. Scenario planning involves using AI to build audience personas and anticipate how different groups may respond during a crisis.Even when you don’t have direct access to test messaging with a specific audience, AI allows you to create synthetic personas and test responses against them. This helps predict whether reactions will be positive, negative, or neutral, and enables brands to shape communication strategies accordingly.Real-time sentiment analysis and incident tracking are already becoming table stakes, thanks to tools like Talkwalker. The next phase is proactive planning—message testing, scenario simulations, and AI-powered crisis playbooks. That’s where risk management is headed by 2026.Looking ahead, what skills and capabilities will define the most future-ready corporate communications teams in 2026?This is something we are actively working on as an organisation. I lead a team of around 20 individuals with engineering and technology backgrounds who are driving this transformation globally.We are launching initiatives to extend these capabilities across the organisation, focusing on upskilling the existing workforce and creating a blueprint for future talent.Understanding AI will soon be table stakes. But more importantly, knowing how to implement AI and integrate it into daily workflows will be a critical skill. The real shift will be in mindset—moving from seeing AI as a standalone tool to viewing it as an integral part of everyday work. That shift needs to happen at all levels, starting from the most junior roles in the industry.

Veritas Reputation PR made its mark not by following trends, but by setting them. The year saw the firm cement its position as a specialist powerhouse in BFSI and corporate PR, earning accolades across Asia-Pacific and doubling down on innovation with its new Research & Innovation Unit. It was a year where focus met impact, and recognition followed naturally.Under the leadership of Hemant Batra, Founder & Managing Director, Veritas also expanded its global footprint by joining the Financial Narrative Agency Network and strengthened its client portfolio with industry leaders like Canara Bank, RIR Power, and Karur Vysya Bank. Amid rapid AI adoption and changing news consumption patterns, the firm demonstrated that PR today is less about visibility and more about earning trust, driving engagement, and shaping meaningful narratives that reach decision-making tables.How would you describe the year 2025 for your organization, and were there any standout moments that defined it?From inception, we focused on building Veritas Reputation PR as a ‘specialist’ firm, not a generalist and the year 2025 reaffirmed our choice. It witnessed our focus get translated into impact.We continued to register robust growth with the help of our team, our domain expert army that makes us the specialists. In just eight years, we have established ourselves as one of the leading BFSI and corporate PR firms, with recognitions extending across the Asia-Pacific region.  Being named in Provoke Media’s Top 12 ‘Best PR Agencies in India & South Asia’ and Top 10 ‘Best PR Agencies To Work For’ in Asia-Pacific region, were the defining moments that endorsed our model.Over the past year, we have strengthened our innovation capabilities by establishing Veritas Research & Innovation Unit. This internal group focuses on devising new PR ideas and tools, ensuring we stay ahead of the curve and deliver future-ready PR.Another significant moment was our induction into the Financial Narrative Agency Network, a global alliance of independent PR communications and marketing consultancies specialising in financial services. When you look at the broader PR and communications industry, what defined this year for the industry?The year witnessed a drastic shift in its news consumption habits and patterns. Readership across online / digital-first formats, news apps like DailyHunt, NewsInShorts, etc. and social media has shot up. We also witnessed an explosion of Artificial Intelligence (AI) growth and adoption. From search engine to content creation and rich media enabler, it saw tremendous growth. This shift redefined our outreach strategies and tools.PR today is no longer about just visibility; it’s about earning trust and credibility in a highly fragmented ecosystem.Which new big clients did you onboard this year, and what made those wins special?In 2025, we continued to onboard some of the leading segment players, reflecting the industry’s trust in our domain expertise and consulting-led approach. Some of the names that we added include Canara Bank, Bharat InvITs Association, RIR Power, Karur Vysya Bank and many others. How has the role of PR evolved—has it shifted from managing images to creating deeper engagement?Certainly, while managing image is important, building credibility and trust is more important. This shift has been underway for some time, and now we can see visible results.Technology, in my opinion, has accelerated this shift in a decisive way. With robust measurement tools, better analytics and AI-assisted monitoring, PR professionals can have deeper audience segmentation and thereby focused messaging.It is safe to say that PR professionals have reached or are closer to decision-making tables, beyond their communication desks, due to these developments.

Authored by: Hemchandra Shetty, Consultant - PR and Media ManagementThe mass message is dead, but most communicators are still writing its eulogy. The real story isn't that audiences have fragmented—it's that they've evolved beyond demographic clusters into networks of individual expectation. A chief communications officer at a Fortune 500 technology company recently told me their team now operates seventeen distinct narrative tracks for a single product launch, each calibrated to psychological triggers rather than traditional segments. This isn't personalization as we knew it five years ago. This is narrative stewardship at the molecular level.The shift became mathematically inevitable when OpenAI's API calls crossed 2 billion daily requests in early 2024, making AI-assisted content generation cheaper than hiring junior copywriters. But the real transformation isn't technological—it's philosophical. We're no longer asking "What does this audience need to hear?" We're asking "What narrative infrastructure allows each individual to arrive at their own authentic understanding?" That reframing changes everything about how we build campaigns.Consider the recent sustainability announcement from a major automotive manufacturer. Their PR team didn't create one press release with regional variations. They architected what they called a "narrative constellation"—a core fact pattern surrounded by 847 individually tailored story expressions, each generated by analyzing the previous content consumption patterns, engagement velocity, and sentiment markers of specific journalist cohorts, investor segments, and customer communities. When a tech reporter opened their personalized briefing, the lead emphasized patent filings and engineering breakthroughs. When a lifestyle editor accessed theirs, the same core news led with community impact and design philosophy. The underlying truth remained constant, but the emotional entry point was individually optimized.This is what I call the Earned Authority Loop—the continuous cycle where personalized relevance builds attention, attention builds trust, and trust earns permission for deeper personalization. Traditional PR operated on broadcast logic where reach equaled impact. Modern PR operates on resonance logic where specificity equals scale. The paradox is real: the more narrowly you can speak to individual needs, the more broadly your message travels through voluntary sharing and organic amplification.The analytics powering this shift have moved far beyond click-through rates and share counts. Advanced platforms now track what I term "narrative adhesion"—the measurement of how story elements stick in audience memory across multiple touchpoints. A Global financial services firm recently shared that their hyper-personalized campaign generated 34 percent higher message recall three weeks post-exposure compared to their previous best-performing traditional campaign, even though the personalized version reached 40 percent fewer total impressions. They had optimized for depth rather than breadth, and the engagement data revealed something crucial: people don't just remember personalized messages longer, they actively advocate for them.The infrastructure requirements for this approach demand rethinking legacy PR workflows. One communications team at a healthcare company described their evolution from a linear approval process to what they call "dynamic narrative governance." Instead of finalizing messages and distributing them, they now establish narrative guardrails—the non-negotiable elements that must appear in any expression—and then deploy AI systems to generate thousands of variations within those boundaries. The approval process shifted from controlling specific words to auditing whether the narrative boundaries held across all variations. This allowed them to maintain brand integrity while achieving personalization at a scale that would require an army of human writers.But technology is merely the enabler. The strategic insight is understanding that hyper-personalization doesn't mean telling different stories to different people—it means finding the individual pathway through which each person can discover the same essential truth. A consumer electronics company launching a privacy-focused product created narrative pathways for the technically sophisticated who wanted cryptographic specifications, the casually concerned who wanted simple assurances, and the skeptical who needed third-party validation. Each group received different content architectures, but all three pathways led to identical conclusions about product trustworthiness. The personalization was in the journey, not the destination.The ethical dimensions of this capability deserve more attention than they typically receive. When you can engineer emotional resonance at the individual level, the responsibility for narrative stewardship intensifies dramatically. The same tools that help a nonprofit connect donors with specific program impacts can be weaponized to manipulate individual vulnerabilities. The communications leaders I respect most are establishing what one called "personalization ethics frameworks"—documented principles about which data inputs are appropriate for tailoring messages and which cross into manipulation territory. This isn't just about compliance or risk management. It's about understanding that hyper-personalization, done poorly, erodes the very trust it's designed to build.Looking toward 2027, I see the next evolution moving beyond message personalization into experience orchestration. The question won't be "How do we tailor this announcement?" but rather "How do we design an information ecosystem where each stakeholder discovers our narrative through their preferred sense-making process?" We're already seeing early experiments with what might be called "ambient PR"—where brand narratives exist as accessible knowledge layers that stakeholders encounter through natural information-seeking behavior rather than through deliberate message deployment. The PR function becomes less about broadcasting and more about ensuring your truth is discoverable at the exact moment of individual readiness.The communicators who thrive in this environment won't be those with the biggest media lists or the most creative campaign concepts. They'll be the ones who understand that every audience is now an audience of one, and that scaling genuine connection requires infrastructure as sophisticated as any engineering challenge. The future of PR isn't about reaching more people. It's about reaching each person more meaningfully.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

Acko has promoted Shirsha Majumder to Senior Manager – PR & Communications, acknowledging her growing contribution to strengthening the company’s brand voice and communication strategy.With over nine years of experience in public relations and corporate communications, Majumder has been an integral part of Acko for the past three years, driving external communications and enhancing brand presence. Before joining Acko, she worked with HDFC Life, Adfactors PR, and Edelman, handling diverse brand mandates across industries.Her promotion comes as Acko expands its footprint in the insurance and fintech ecosystem, underscoring the company’s focus on strategic communication and brand storytelling to support its next phase of growth.

The New York Mets have appointed Lauren Hurvitz as Senior Vice President, Communications and a member of the senior leadership team. She will join the organization on November 3, 2025.In her role, Hurvitz will oversee all aspects of the Mets’ communications strategy and public affairs, partnering with senior leadership to strengthen the team’s brand and engagement with fans, media, and other stakeholders.Hurvitz brings over 20 years of experience in strategic communications, marketing, and public affairs. Her previous roles include senior positions at Turner, Starcom MediaVest Group, AOL, and MTV Networks. Most recently, she founded Bullet Point Advisory, providing communications strategy, corporate marketing, crisis management, and brand reputation advisory to global corporations, startups, and advocacy groups.She holds a bachelor’s degree from Duke University and an MBA from Columbia Business School. Hurvitz serves on the boards of the Duke Annual Fund and PINK Concussions.

In this role, she managed communications for brands like Ampere and Greaves 3W, and led strategic messaging and IPO communication efforts for the company's upcoming listing.Prior to this, she served as Deputy General Manager at Greaves Cotton Ltd., overseeing internal and external communications, social media, website, intranet, and investor relations.Before joining Greaves, Trupti spent over a decade at MSL India and Six Degrees BCW, where she led communications for clients across sectors like automotive, technology, and startups. Her recent posts on LinkedIn reflect a sense of pride and gratitude for her journey, including a post titled "Legacy Matters" acknowledging her time at Greaves Cotton. 

Once considered a side-channel for hobbyists and storytellers, podcasts have now entered the mainstream of corporate strategy. With India’s young, mobile-first population driving a surge in audio consumption, organizations are recognizing the format’s ability to blend accessibility with authenticity.On International Podcast Day today, industry leaders are highlighting how podcasts have evolved from niche passion projects into powerful corporate communication tools. For businesses navigating increasingly complex audiences and communication channels, podcasts are fast becoming an essential medium for leadership branding, internal alignment, and client engagement.In an era where traditional mass media struggles to match the pace of personalized digital content, podcasts offer leaders a unique platform to speak directly and meaningfully to stakeholders.Dr. Sandeep Dadia, CEO and Country Head at Lockton India, notes that the medium’s rise has been driven by convenience and authenticity. “This shift is due to the growing demand for on-the-go content. People are busy, and any form of content that is easy to consume from the audience’s point of view is bound to be in demand.” he says.For Rathin Lahiri, Head – Marketing & CSR at SBI General Insurance, India’s young demographic and tech adoption have fueled this shift. “The mobile phone is almost an extension of our body. In this landscape, podcasts strike the perfect balance of being formal yet candid, making them impactful for leaders and audiences alike”.Beyond ease of consumption, the format offers leaders a rare opportunity to go beyond polished messaging. With authenticity, depth, and flexibility at their core, podcasts are emerging as a vital channel for corporate leaders to humanize communication, strengthen personal brands, and build stronger connections with stakeholders. “Unlike short-form content, podcasts allow for authentic storytelling and candid conversations. Leaders can showcase not just expertise, but also personality, values, and vision” adds Dadia.Podcasts are also proving particularly effective in simplifying complex industries. “In insurance, where complexity often hinders engagement, podcasts can unpack jargon, showcase innovation, and spotlight real customer stories,” says Neha Plasterwala, Head of Marketing and Communications, Lockton India. “They’re not just a tool for reach, but a platform for relevance, reputation, and relationship-building”Looking ahead, experts believe the next wave of corporate podcasting will be defined by interactivity and personalization. Dadia points out that the future lies in building tighter communities through formats that encourage dialogue and participation, moving beyond one-way conversations. Lahiri adds that with AI and analytics becoming more advanced, podcasts will evolve into shorter, sharper formats tailored to specific audience segments and listening patterns. Together, these shifts signal a future where podcasts serve not only as channels of thought leadership but also as dynamic platforms for engagement, trust-building, and long-term relationship manage

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 era where content fatigue and digital noise drown out most brand messages, P4C stands out by anchoring its communication strategy in journalistic depth and creative intelligence. In this exclusive interview with Adgully, Sabarinath M, Founder and Managing Director of P4C, who brings a unique lens shaped by years in journalism, shares how this transition has influenced a bold, content-first PR model. From breaking away from traditional agency structures to navigating the post-COVID demand for realism, agility, and strategic storytelling, he discusses why the future of PR lies not in press releases, but in purposeful, business-driven narratives.You have had a unique journey from journalism to founding P4C. How has this transition shaped your perspective on communication and brand building?Journalism allows you to manifest your ideas on individuals, enterprises and brands by blending news, facts and data. These ideas inform, educate and help to establish a deeper connect with readers. When a journalist becomes a communication strategist, he or she needs to see brand building from a fresh perspective. Every brand is endowed with a unique story. You need to deep-dive and understand the story, and draw up out-of-the-box brand narratives to fuel excitement among its stakeholders. The strategies emerge from the blending of imagination and realism. While you explore an extraordinary narrative, your experiences in journalism will help you stay grounded.PR is no longer about press releases; clients demand impact at speed. How is P4C breaking away from traditional agency models to deliver agility and credibility at the same time?P4C has always been a proponent of powerful content to narrate brand stories. In fact, the DNA of the organisation rests solely on content. We feel that the content that is derived out of deep research, thinking and stylistic writing brings a lot of credibility. An eye-catching story idea or a campaign will exponentially raise brand awareness than a conventional release. Though we remain committed to clients’ need for agility, as Peter Ducker famously said, “True agility requires more than speed. It requires strategic insights and proactive approach.” We abide by this maxim.In a cluttered market where everyone claims storytelling, how do you separate a truly powerful brand narrative from a glorified marketing pitch?At a time when people are influenced by social media, glorification brings with it the dangers of brand fatigue. A realistic story is far more appealing than an overhyped narrative. Recent successful brand promotions are skewed towards realism than glorified pitches. We at P4C strongly believe that narratives that stem from the genuine thinking of collective minds can separate the men from the boys.Many legacy brands are rebranding aggressively. Do you see this as genuine reinvention or just cosmetic makeovers to stay relevant? How should PR firms call out the difference?Legacy is no longer a buzzword in an ever-transitioning society, which swears by instant gratification. Hence, brand repositioning is inevitable and cosmetic makeovers will not have a lasting impact. Legacy brands that make a critical difference are the ones which reinvent the business model in tune with the needs of futuristic market place and re-orient the brand narrative. We were recently part of a brand transformation exercise initiated by a 75-year-old manufacturing company. From a pure commodity play, it has repositioned as an FMCG company, which makes products for futuristic businesses. We have successfully executed a holistic brand communication exercise, reflecting the change.Reputation management today is about culture, ethics, leadership and even CEO tweets. How should agencies prepare brands for this always-on, always-judged environment?Preserving cultural excellence and ethical leadership is the hallmark of any good enterprise. The communication specialists have a great role to play in mitigating risks pertaining to reputation. Gathering market intelligence and training are two critical tools that keep reputational risks at bay. We do periodic market surveys and leverage social listening tools to analyse reputation quotient. The findings can be used for course correction using fresh narratives. We also have an in-house training programme called ‘Media Pulse’, which prepares top management to deal with complexities in media and social media environment.With AI writing, analytics predicting, and platforms constantly shifting, is the PR professional of tomorrow more likely to be a techie, a strategist or a storyteller?While AI can disrupt the PR industry in myriad ways, agencies that diligently practice ‘Creative Intelligence’ will stay relevant. Creative Intelligence is a term introduced by award-winning psychologist Robert Sternberg in 1985. It is the ability to invent solutions to new problems. PR professionals have to confront many problems on a regular basis. We need to transform into creative strategists and come up with innovative solutions that technology cannot fathom. P4C has created out-of-the-box packages like ‘Bharat Connect’ to reach out to smaller cities of India.PR often gets squeezed between marketing and digital budgets. What is your take on PR’s true ROI and how can agencies like P4C demand a bigger seat at the CMO’s table?In a fast-changing world, PR is probably the only marketing tool that ensures long-term reputation. If organisations want to last for longer years, they need to build trust and reputation. There is an increasing realisation that PR can make a significant long-term impact. The only hitch is that there are no technological tools to measure and validate PR’s effectiveness. The industry is addressing the issue. The emergence of scientific measuring tools will propel prominence of PR, going forward.If you had to bet big, what is the one wild but inevitable change you see redefining PR and communications in India by 2030?PR is undergoing a major transformation. From being an important tool to bolster reputation, it is gradually metamorphosing into a solution-driven business navigator helping organisations to grow businesses. Apart from the regular communication mandates, an evolving PR eco-system can provide tools to nurture and grow the business. For example, intelligence reports, white papers, brand reputation audits, customised events and many more things. Going forward, the one big change will be offering solutions, which can improve efficiencies of specific business goals.

M&C Saatchi Group AUNZ has announced the appointment of Rhian Mason as Managing Partner, where she will head the newly created Passions & PR division.In her new role, Mason will work closely with the Group’s Sports & Entertainment team while spearheading growth across social, influencer, and PR verticals. The division is designed to build stronger cultural connections by turning audience passions into deeper engagement and participation.With extensive experience in communications, brand partnerships, and creative strategy, Mason’s leadership is expected to strengthen M&C Saatchi AUNZ’s integrated offering across marketing and storytelling.Her appointment reinforces the Group’s vision to combine creativity, influence, and cultural insight, delivering impact-driven campaigns for clients across the region.

Christian Dior has appointed Peter Utz as Head of Global PR for its men’s and women’s collections. In this role, he will oversee global communications and celebrity relations, reporting to Olivier Bialobos, Head of Communications and Brand Image.Utz brings over two decades of experience in the luxury sector across Europe and the United States. He began his career in 2002 with Christian Dior Couture in retail sales, before moving to Prada in 2008, where he worked until 2012. He later joined Saint Laurent as Head of VIP Relations, before relocating to Los Angeles in 2016 as Head of Brand Marketing at concept store Maxfield.In 2018, Utz joined Celine as Head of Couture and Corporate Events, where he managed strategic client relationships and international events. His return to Dior marks a continuation of his longstanding association with leading luxury houses under the LVMH group.Alongside this appointment, Dior has also strengthened its design department by naming Michela Kalb as Head of Haute Couture, Women’s, and Men’s divisions.

The public relations (PR) world is evolving at a previously unseen rate. Technology is disrupting every sector, and PR is no exception. One of the greatest changes defining the future of media operations today is the growing influence of artificial intelligence (AI).AI-powered technology is now assisting PR professionals in ways that were unthinkable a decade back. From forecasting media monitoring that picks up on future trends to computer-generated press release drafting and targeted distribution, AI is turning PR more data-centric and streamlined. These technologies are assisting agencies in monitoring audience sentiment in real time, campaign effectiveness measurements, and even suggesting the ideal time and channel to reach out.For example, AI-based analytics can quickly scan thousands of news stories, blogs, and social media updates to identify what's hot, competitors' moves, and what customers like. This enables communications teams to pre-plan strategies instead of just responding after the news cycle has passed. Also, natural language processing (NLP) technologies can write the initial draft of a press release or media pitch, freeing up professionals to have more time to hone messaging and concentrate on creative storytelling.However, while AI is undoubtedly a game-changer, it is important to remember that PR is not just about speed or efficiency—it is about people. Human relationships with journalists, editors, influencers, and clients form the backbone of the profession. Trust, credibility, and empathy are qualities no machine can replicate."AI will certainly influence how we operate, but it can never take the place of the power of human connections," says Mridul Arora, Associate Director, Media Operations, CN Network Media Services. "The future is in finding balance—utilizing AI for efficiency and building the human touch that really makes PR work."In the future, the next two years will probably see even more AI integration into the world of PR and communications. Hyper-personalized content sharing may enable brands to send the message to the message in the right place at the right time, driving impact and engagement. Crisis communication can also change, with AI tools forecasting possible risks by studying social conversation and news trends ahead of an issue arising.But for all these advancements, AI will forever be an enabler, never a replacement. The craft of persuasion, the skill of being able to tell stories that speak emotionally, and the art of building media relationships cannot be outsourced. These are human strengths that will continue to be impossible to replace.The future of PR, then, is in a hybrid model—accepting technology to make productivity and insight better, and doubling up on human relationships that give meaning and trust to communication.

VRAcademi, a Dubai-based immersive education and innovation hub, has appointed Blitz PR as its official public relations partner for the Middle East. Under this partnership, Blitz PR will lead all regional communications efforts, helping to elevate VRAcademi’s brand visibility, build media relations, and amplify the company’s mission of making future-ready digital skills accessible to youth, professionals, and educational institutions across the region.VRAcademi’s programs are already being used by students across the UAE, and the hub has partnered with leading schools, universities, learning centers, and government initiatives such as UAE AI to integrate advanced tech skills into curricula. With growing demand for creative and immersive tech education in the GCC, the company is now doubling down on its regional presence.Blitz PR, as the agency handling VRAcademi’s Middle East communications, will help amplify the hub’s vision and ensure its impact is seen and celebrated across the region.The partnership comes at a time of growing interest in the metaverse, digital creativity, and future skills education across the UAE, KSA, and beyond, highlighting the region’s increasing appetite for transformative, future-focused learning.

Authored by: Manvika Sagar, Strategic Communications & PR ProfessionalFor decades, media relations occupied the center stage of public relations. A well-placed article in a national daily or a prominent television mention was regarded as the ultimate stamp of credibility. Brands believed that being visible in the traditional press meant they had arrived. Yet, as we step into 2025, the communications landscape has shifted so tremendously that relying exclusively on media relations has become risky, limiting, and often insufficient. Audiences are scattered across too many channels, attention spans are shrinking, and content flows unhindered by traditional gatekeepers. In such a fast-moving environment, the PR professional?ÇÖs playbook must look far beyond earned headlines to create lasting impact.Why Earned Media Alone Falls ShortEarned media still brings prestige and authority, but it cannot carry the weight of a brand?ÇÖs entire reputation strategy in 2025. For one, the speed of news cycles often works against organizations. A carefully crafted story might never see the light of day if a sudden political crisis, celebrity scoop, or breaking news dominates headlines. By the time coverage eventually appears, it may have missed the cultural moment or lost its relevance. This time lag can dilute the impact of months of planning.Moreover, audiences no longer rely solely on traditional news outlets to form their perceptions. They are absorbing information from podcasts, YouTube creators, micro-influencers, newsletters, webinars, and interactive online communities. Relying on only one kind of exposure shuts the brand out from dozens of other conversations already shaping consumer attitudes.The Power of the PESO ModelWhat has emerged as a game-changer in this landscape is the PESO model?Çöan integrated framework that brings together Paid, Earned, Shared, and Owned media. Strategically adopted, this model ensures that a brand is present everywhere its audience is, with the right message tailored to the right platform.Instead of counting on a single article to create buzz, PR teams are now orchestrating campaigns where different channels reinforce and amplify one another. A keynote speech at a high-profile industry event (Owned), amplified by live updates on Twitter or LinkedIn (Shared), supported with paid promotion for wider reach (Paid), and eventually validated by media coverage that captures the broader story (Earned) creates a multiplier effect. This layered approach doesn?ÇÖt just enhance brand visibility but ensures that if one channel falters?Çösay a news piece is delayed or diluted?Çöothers can carry the momentum forward.Influencer collaborations fit seamlessly into this model, allowing brands to tell collaboration-led stories that are more relatable and immediate. Whether it?ÇÖs a founder joining a panel with respected peers, or partnering with creators whose communities trust them implicitly, the PESO framework allows brands to weave themselves into authentic, timely conversations, rather than waiting passively for coverage. Collaboration, Timeliness, and Story OwnershipOne of the key shifts PR leaders have recognized is that timing is everything. Success now hinges on ?Ç£owning the moment.?Ç¥ A strategically placed thought leadership article, a carefully timed podcast release, or a well-positioned influencer partnership during a cultural or industry inflection point can command more attention than a delayed organic mention.This is why collaboration-driven storytelling is gaining momentum. Joint announcements, co-created campaigns, and multi-stakeholder panel discussions are proving to be more resonant than solitary brand proclamations. Consumers value partnership and shared narratives, which feel credible and grounded in a wider ecosystem. Similarly, owning the stage through speakership opportunities?Çöat global conferences, industry webinars, or even branded virtual summits?Çöputs executives and brands in front of high-value audiences in real time, rather than waiting for third-party validation afterwards.AI as the New PR SuperpowerNone of this integrated strategy can succeed without intelligence?Çöand that?ÇÖs where AI enters the picture. Artificial intelligence is no longer a futuristic concept; it is a present-day necessity in PR practice. From analyzing media trends and scanning competitor activity to predicting consumer sentiment shifts and identifying untapped influencer communities, AI empowers PR professionals to act with sharper precision and agility.AI tools allow teams to understand industry landscapes at lightning speed, spot patterns that would otherwise go unnoticed, and fine-tune campaigns for maximum effectiveness. In addition to monitoring, AI also supports creativity by generating campaign ideas, drafting initial content frameworks, and optimizing message delivery for specific channels. The PR professional who does not upgrade their toolkit with data analytics and AI will struggle to keep pace with the demands of 2025. The industry is being led by AI across domains?Çöfinance, healthcare, entertainment?Çöand public relations cannot afford to lag behind. Breaking this barrier is no longer optional; it is the prerequisite for survival.A More Strategic Role for PRThe implication of all these changes is that PR professionals today are far more than media liaisons. They are strategic advisors who orchestrate narratives across multiple ecosystems. Their objective is not simply headlines but holistic brand presence?Çöconsistency across messages, credibility across platforms, and agility across crises. By aligning PESO-driven plans with AI-powered insights, PR teams can craft campaigns that are dynamic, resilient, and impactful.In this future-facing setup, media relations remains vital but is no longer the only hero; it is one player in an orchestra where integration and timing determine the harmony. The brand that masters this orchestration will build visibility and trust at unprecedented speed.Conclusion: From Earned Headlines to Everywhere PresenceSo, is media relations enough in 2025? The evidence suggests otherwise. A headline still matters, but it is no longer the sole measure of success. What moves the needle today is presence: being visible in owned channels, shared spaces, paid placements, and credible earned media simultaneously. When brands tell collaboration-led stories, use influencers authentically, seize timely speaking opportunities, and back it all with AI-driven insight, they claim control over their own destiny rather than leaving their reputation to chance.The game has changed because the audience has changed. PR in 2025 is not about waiting for validation but about actively shaping conversations, meeting people where they are, and ensuring the right message, delivered at the right time, finds its way to the right platform. Those who continue to depend solely on old-school tactics risk irrelevance. Those who embrace integration, technology, and authenticity will define the future.DISCLAIMER: The views expressed are solely of the author and theprpost.com does not necessarily subscribe to it.

ONE Development, an Emirati-born boutique developer transforming the region?ÇÖs real estate and hospitality landscape, has appointed GCC-based Kensh? Mindful Communications as its PR partner to shape its public narrative and share its vision with regional and global audiences. The collaboration will combine ONE?ÇÖs ambitious growth plans with Kensh??ÇÖs expertise in integrated storytelling, ensuring its message resonates as powerfully as its destinations. Since its launch just a year ago, ONE Development has delivered three landmark developments and two hotels across three cities, with a combined value of AED 4 billion, underpinned by Al Gebely Holding?ÇÖs 43-year legacy and guided by Founder and Chairman Ali Al Gebely. The company?ÇÖs mission extends beyond bricks and mortar, aiming to create destinations rich in identity, purpose, and cultural significance. Kensh? will drive the narrative of these projects?Çöfrom their unveiling to the ideas and ambitions that define them?Çöin an increasingly crowded MENA real estate market. Highlighting the need for ?Ç£soul?Ç¥ over scale, Marise Assaf, Founder and CEO of Kensh?, emphasized the agency?ÇÖs role in ensuring ONE?ÇÖs vision leaves a lasting impression. In 2025, ONE has already launched developments such as the AED 2.3 billion Laguna Residences in Dubai Land, DO New Cairo, and Dubai Islands?Çömusical-themed hotels integrating music, AI, and wellness, created with global icon Amr Diab. With more announcements planned, the brand remains committed to influencing how the region lives, works, and connects.

The RoundTable Central Co powered by BrandStory Digital?ÇÖs PR Division, recently completed its impactful first season with 10 episodes across five high-impact themes of AI & India, Corporate Social Responsibility (CSR), the Semiconductor Industry, Corporate Well-being, and Employer Branding. Each theme was covered in two episodes, moderated by an industry expert and featuring four distinguished panelists including CEOs, founders, and industry experts. The sessions stand out as a platform that responds to the pulse of the new generation, and are deep into timely topics that influence both business and society. With real-time issues like AI integration, ethical responsibility in business, and the future of work, the episodes offered clarity, sparked awareness, and encouraged actionable outcomes for organizations across sectors. Released on prominent digital platforms, the discussions offered unique perspectives, sparking meaningful industry-wide engagement. ?Ç£Roundtable Central was built to inspire dialogue that matters. Season one proved the power of diverse voices coming together to drive meaningful insights and fresh ideas with real impact?Ç¥ said Bala Kumaran, Founder & CEO of BrandStory Digital. He further added that ?Ç£its impactful storytelling and strategic thought leadership, enabling businesses and leaders to navigate emerging trends with clarity, relevance and purpose?Ç¥. Payyal Daasgupta, Communications Director BrandStory Digital, shared ?Ç£RoundTable Central is not just a series, it?ÇÖs a movement towards more informed, inclusive, and forward thinking dialogue. As the communications arm of BrandStory Digital, we are proud to have crafted a platform that blends strategic storytelling with the power of expert perspectives. Season one reaffirmed our belief that when the right voices come together, the conversation doesn?ÇÖt just end at the table it sparks change across boardrooms, industries, and communities. We are geared up & excited for the new voices & topics in season two of Roundtable Central?Ç¥ RoundTable Central is a modern-age think tank and innovative platform that brings together influential voices to engage in deep forward discussions on topics that will shape the future. It serves as a hub where thought leaders, industry experts and visionaries come together to explore challenges, generate insights, and push boundaries of conventional dialogue that makes few meaningful differences.

Ananta Das has been promoted to Head of Brand PR at Prime Video APAC and Amazon MGM Studios. She announced her transition on LinkedIn, expressing her excitement:?Ç£I?ÇÖm excited to share that I am starting a new position as Head - Brand PR, Prime Video APAC at Prime Video & Amazon MGM Studios! With over 6 years of Day 1s behind me, I am eager for the journey ahead. Here?ÇÖs to Working hard, Having fun & Making history :)?Ç¥Ananta Das spent over six years at Amazon, where she handled PR responsibilities. Her extensive experience also includes serving as Head ?Çô Brand PR and Communication at Johnson & Johnson. Additionally, she has managed communications for various leading brands, including Tata Global Beverages, Colgate-Palmolive, and Mondelz International.

PR Professionals, the flagship of the PRP Group announced the appointment of Nishant Singhal as President - Strategy. In his new role, Nishant will spearhead the business expansion and strategy development, driving the company's growth trajectory to new heights.A postgraduate in management from the coveted IIT Delhi, Nishant is a mechanical engineer from the prestigious M.I.T. Manipal. With over 25 years of multifaceted experience and brings a wealth of knowledge and expertise to PR Professionals. He has held leadership positions in several esteemed multinational corporations including General Motors, Honda, Nissan, Piaggio, as well as prominent Indian companies like Napino Auto, Hindustan Motors, and PeopleStrong HR Services. Nishant's core competencies lie in Strategic Planning, Marketing, Business Development, Finance, and Team Management. He is a certified leader from GM University, Detroit, and holds professional certifications from Lioacheng University, China. Dr. Sarvesh Tiwari, Founder & Managing Director, PR Professionals said ?Ç£We are delighted to welcome Nishant to our team as President of strategy. His extensive experience and proven track record in strategic planning and business development will be instrumental in driving our company's growth agenda forward. We look forward to his leadership and vast experience of the automobile sector in expanding our services to the automobile sector?Ç¥Nishant Singhal expressed his enthusiasm upon joining PR Professionals, stating, "I am thrilled to be a part of PR Professionals, a dynamic and forward-thinking organization with a reputation for excellence in the industry. I look forward to collaborating with the talented team here and contributing to the company's continued success?Ç¥PR Professionals is expanding its senior leadership team, further bolstering its ranks with seasoned professionals. Most recently, the company welcomed Sanjay Gupta as its Chief Executive Officer (CEO). Sanjay's appointment marks a significant milestone in the company's journey towards excellence and growth.Furthermore, in the preceding year, PR Professionals made strategic appointments to enhance its leadership cadre. Varun Aggarwal was appointed as Assistant Vice President (AVP) for Business Development, bringing his wealth of experience and expertise to drive business expansion initiatives forward. Additionally, the company added Sanjay Singh to its team, a distinguished media and PR veteran, who assumed the role of Vice President.PR Professionals is an integrated communications agency that has been delivering quality and excellence since 2011 and has also initiated several philanthropic activities. It provides end-to-end branding and customized public relations solutions that enable businesses to become market leaders. From humble beginnings, PRP today has 12 offices in India and six offices in offshore locations. The 150-member team shares Tiwari's passion for doing extraordinary things in PR and making a difference to the underprivileged through philanthropic activities. 

In recent years, Dubai has positioned itself as a global business and cultural hub, attracting attention not only for its iconic skyline and luxurious lifestyle but also for its rapidly growing public relations (PR) industry. Factors like the city's strategic location, economic diversification, and commitment to innovation have contributed to its emergence as a key player in the field of public relations in the Middle East. Recently, we have seen nationals of many countries of the Middle East prefer to open their PR companies in Dubai.Dubai, strategically located at the crossroads of the East and West, has become the focal point for PR companies aiming to navigate the varied and dynamic landscape of the Middle East.Dubai's strategic locationDubai's strategic geographical location between Europe, Asia, and Africa has made it a natural meeting point for businesses and cultures. This positioning has enabled PR companies in Dubai to serve a diverse range of clients from various industries, facilitating cross-cultural communication and understanding.The city's accessibility has also attracted multinational corporations seeking a base for their regional PR operations. The Emirate has ranked 12th globally and secured the top position in the Arab world on the list of the 100 best startup environments for companies in 2023, as per the Global Startup Environment Report. It solidifies Dubai's status as an increasingly attractive destination for businesses to thrive, which attracts businesses and consequently PR agencies to the region.What PR pros have to say about Dubai as a hub?Dubai's rapid economic growth and diversification have attracted businesses from various sectors, contributing to a demand for specialized PR services. The city's visionary leadership has transformed it into a global business hub, hosting numerous multinational corporations and emerging startups. As businesses thrive and expand, the need for effective communication strategies becomes increasingly evident, driving the growth of the PR industry in Dubai.There has been a noticeable increase in the number of PR companies in the Middle East, with professionals from various nationalities (Indians, Arabs, Egyptians, etc.) establishing offices in Dubai.Let?ÇÖs hear from PR leaders:<img src='https://erp.adgully.me/artical_image\efa3109dda20c5da2b33e93c248afe55.png' class='content_image'>Injeel Moti, Founder and Managing Director of Catch Communications: I think Dubai has functioned as a central hub for media agencies across various sectors for several years. This is due to its strategic geographical location, diverse population, and cosmopolitan nature. Public relations professionals find themselves well-placed to execute communications from the UAE. The Middle East, especially the UAE, boasts a highly multicultural population. Since the introduction of free zone ownership, professionals worldwide have favoured the UAE for establishing and operating businesses, making it a key Middle Eastern hub for their global counterparts.<img src='https://erp.adgully.me/artical_image\33bb805dafca55179c5ddc4e563e894c.png' class='content_image'>Anastasiya Golovatenko, PR Director at Sherpa Communications: The rise of PR companies in Dubai, with professionals hailing from diverse nationalities, signifies the growing importance of the city as a global business and communications hub. Dubai's strategic location, world-class infrastructure, and business-friendly policies have transformed it into a magnet for talent and businesses. This diversity of backgrounds and perspectives enriches the PR industry by offering clients a broader spectrum of insights, cultural understanding, and access to extensive networks. Moreover, Dubai?ÇÖs visionary leadership has consistently prioritized economic diversification and innovation. Government initiatives actively encourage companies to move their offices to this region.<img src='https://erp.adgully.me/artical_image\3a293588cf7658613d148374c26fae6f.png' class='content_image'>Natasha Hatherall, Founder &CEO, TishTash Communications: Success is always dependent on results, reputation, consistency, creativity and tenacity. Dubai will continue to be a central hub, especially with the continuation of the government's efforts to attract companies specialising in digital transformation and up-skilling in this sector.<img src='https://erp.adgully.me/artical_image\7ae17a0d55392f53cde12ae74424e308.png' class='content_image'>Alex Malouf, Executive Director, Corporate Communications and PR expert: It is understandable why the industry prefers Dubai as a hub. There?ÇÖs great transportation links into the Emirate from across the world, it?ÇÖs a comfortable place to live with communities for every nationality, and this makes it a good place to attract talent (of which there is so much across the Middle East and Asian regions).<img src='https://erp.adgully.me/artical_image\df81720a0f6d2568faf4698e52dbdd5f.png' class='content_image'>Osama Tinbakji, Founder, Ishraq Communications: Dubai has always been the best hub for public relations and communications as it is the city where most of the international companies have their regional offices. We have chosen Dubai to launch our services based on over 15 years of experience we have in UAE and the GCC region. The strength of the Emirati economy is at the heart of the region?ÇÖs wider economic strategy, with the UAE acting as the catalyst and symbol of what can be done if one is bold and innovative in his youthful and vibrant part of the Arab world.Competition within the PR industry"The Middle East thrives on the voices and representation of its diverse diaspora, comprising its residents. We consider ourselves fortunate to work within such a rich and varied community," says Natasha Hatherall, Founder &CEO, TishTash Communications.She adds: ?Ç£PR, media and communications has always been a huge player in the regional business and startup sphere, with all the opportunities that digital transformation brings. Different nationalities, and fresh focus and specialisms are always welcome, as they should be. I personally don?ÇÖt buy into the notion of ?Ç£competition?Ç¥. In our industry, collaboration and innovation are paramount, and the influx of more companies only brings greater opportunities for all. I wholeheartedly welcome this trend."Concurring with Natasha, Osama Tinbakji said: ?Ç£In my opinion, this is very healthy for the market; this development is highly advantageous as it expands the range of options available to clients seeking services from agencies that align with their preferred budget. Moreover, it presents an opportunity for new and dynamic industry professionals to enter the market, infusing it with fresh perspectives and innovative ideas to drive impactful campaigns. The increased competition arising from this influx of talent will ultimately benefit clients, who can expect greater creativity and effectiveness in their campaigns as a result.?Ç¥(Tomorrow, part two will unravel the top trends and changes in the PR industry in the region.)