'AI is a hot topic, but the real differentiator will be our AIdeas'

The PR industry is ever-evolving and one thing is clear about its future that young professionals are the new driving force of its growth, innovation, and success. As young professionals take the reins and enter the workforce, they bring with them new ways of thinking, communicating, and connecting with audiences. So, to honour the talented, new age talent of the PR & Comms industry, e4m launched the 4^th edition of PR & Corp Comm 30 under 30 Awards.

In this series, the winner of e4m PR & Corp Comm 30 under 30 Awards, Manvi Khanna, Assistant Brand Manager - Malts, William Grant & Sons talks about her win, inspiration, passion for the industry, and future goals.

Excerpts:

• How does it feel to be recognized as one of the top 30 under 30 professionals in the PR and Communications industry, and what does this achievement mean to you?

I feel both honoured and humbled to receive this award. It is both a meaningful acknowledgment of the hard work and dedication I’ve put into my career so far, and a motivating factor for the journey ahead. PR is often an unsung profession, where many don’t fully recognize the multi-faceted role we play—from managing high-stakes communications, to burning midnight oil for all things related to media, marketing, admin related tasks to eventually build a positive brand reputation. This award serves as both a validation and a testament to these efforts.

• What new trends and innovations would you expect to see in the PR and Communications industry in the next 5 years, and how do you plan to adapt and evolve to stay ahead?

AI is a hot topic, but the real differentiator will be our ‘AIdeas’ - AI + ideas.  AIdeas to attract and engage audiences at the top of the funnel, nurture and convert leads through tailored communication strategies in the middle, and drive loyalty and advocacy at the bottom, ensuring a seamless, integrated approach across all stages of the marketing funnel with the support of AI. The field is no longer divided into traditional, social, or digital; it’s now a cohesive whole, with technology underpinning everything.

I plan to continuously educate myself, learn and unlearn, to adapt to the changing trends and remain adept as the industry evolves. While tools like ChatGPT, Perplexity and others are advancing, it’s vital that we, as marketing professionals, preserve the human touch.

• As a rising star in the industry, what skills or areas do you identify as crucial for your continued growth and success, and how do you plan to develop them?

First, people skills are essential. Working with clients, stakeholders, and teams across generations requires agility and adaptability.

Second, technological proficiency is the key to knowing how and when to leverage tools that can make communications both efficient and effective.

Lastly, data analysis! Analysing data for precise measurement, understanding impact, and assessing outcomes not only demonstrates our value but also guides adjustments to achieve better results in the future.

• What impact do you hope to make in the PR and Communications industry in the industry 5-10 years from now?

My primary goal is to transform how PR and communications are perceived. PR professionals are often undervalued, seen as “always available” but not always given a seat at the decision-making table. I want to change this by fostering respect for our profession, advocating for work-life balance, and promoting a higher standard for essential skills—such as proficiency in English and analytical thinking. I aim to create an environment where PR professionals feel valued and where their expertise is recognized.

In addition, I hope to establish strong, meaningful relationships with media partners, ensuring that my work not only advances the brands I represent but also contributes positively to the industry. My ultimate aspiration is to be a thought leader in brand marketing, known for crafting impactful, creative strategies that resonate and drive brand success.