40 under 40 leaders discussed PR success in 2025

As we all know, PR is a dynamic field, constantly adapting to shifts in technology, consumer behavior, and global trends. At the e4m PR & Corp Comm 40 under 40 Summit 2024, the 40 under 40 professionals discussed on What does PR Success look like in 2025 -  The 40 under 40 perspective. To answer that, we brought together an amazing lineup of panellists that include Lavli Kumari, Chief Media Officer, Goodword Media Services Pvt Ltd, Ann Mary Thomas, Account Director, Seraphim Communications, Mansirat Bajwa, Account Director, Fuzion PR, moderated by Ritika Upmanyu, exchange4media.

The discussion started and all the panellists shared their perspective on what PR success look like in 2025. Ann defined, “When you send a message to your audience, and it is not about a product launch or a specific event, but rather about building a connection, that in itself is a form of success. True engagement lies in striking a balance between human connection and the ongoing digital transformation.”

After this, Lavli agreed to Ann’s views and further added her views on what PR success look like in 2025, “It’s about creating a connection with the brands and the audience. But you should also maintain the brand value and keep the communication transparent. That balance should be there.”

Next, Mansirat defined the PR success in 2025, “I feel for the success in the years to come. Our markets have already reached their saturation point, so I believe there must be a focus on markets beyond the metros, which will lead to greater success. We are all aware that more than 60% of the population resides in non-metro areas. If brands do not tap into these markets and reach out to this target audience, they will struggle to establish a connection with them. Therefore, I believe it is time to move beyond urbanization and tap into these markets to build a deeper with our audience.”

When asked about which key trends 40 under 40 leaders should be aware of, Lavli emphasised, “AI is the key trend, and like we all should embrace changes, whatever they may be. Whether we are in a learning phase, 40 Under 40 professional, or even entering the PR industry. AI is one of the biggest tools, and you must, of course, apply your common sense and human touch to it. But you must learn all these AI tools, as that is one of the biggest trends.”

Ann described brand with a purpose, sustainitbility, and emergence of print as the key trends that will shape the industry’s success in 2025 and beyond. Moroever, Mansirat highlighted the emergence and importance of humanized stories and genuine storytelling as a key trend in the evolving digital world.

The panellists also comprehensively discussed the ethical challenges PR professional face and the necessary skills and mindset that will help them differentiate them in today's environment.

“India has a very diverse culture, with each region having its own unique traditions. The country is home to multiple languages, so I feel that a single approach for everyone does not work. We need to truly understand the culture of the people we are connecting with. I feel being sensitive towards the culture is something we face a challenge with sometimes,” Bajwa acknowledged.

Lastly, the panellists concluded the discussion by sharing one skill young professionals that can help them gain success in 2025 in a rapid fire round. To this, they answered that Networking, showing Empathy, and doing your homework are the skills emerging professionals should develop to thrive in the industry.