‘Building trust with audiences and stakeholders is platform-agnostic’

In today’s fast-paced digital environment, young public relations (PR) leaders face an industry transformed by technology and evolving consumer expectations. Staying ahead of the curve is no longer about mastering media relations alone; it’s about understanding a complex, interconnected landscape where technology, rapid news cycles, and diverse audiences intersect. This shift was a central theme of the recent session on "How can young PR leaders stay ahead of the curve in the industry?" At e4m PR & Corp Comm 30 under 30 Summit 2024, where experts discussed strategies and skills young PR professionals need to stay competitive and impactful.

The evolution of the PR profession has moved far beyond drafting press releases or managing media events. Kiran Ray Chaudhury, Co-founder and Joint Managing Director at 80 dB Communications, pointed out that the digital age has redefined PR, pushing professionals to manage multiple responsibilities with agility. “Gone are the days of monthly reports and traditional media rounds; today’s PR leaders must be strategic thinkers, capable of reputation management, content creation, and navigating crisis situations across multiple platforms,” she explained. Chaudhury’s insights underscore that today’s PR professionals must not only keep pace with technological advancements but also leverage them effectively, whether through data analytics or generative AI, to meet client demands.

As PR expands to include these digital dimensions, young leaders must develop an acute ability to adapt. Agility in response time is essential, given the shift from 24-hour news cycles to updates happening every few minutes. Chaudhury emphasized that keeping up with this pace requires PR leaders to hone their skills in real-time monitoring and swift crisis management. “The influx of social media, influencers, and content has redefined PR’s scope, making professionals constantly vigilant about brand sentiment and potential crises,” she added. In today’s environment, a single social media post or negative comment has the potential to snowball into a crisis, demanding both a steady hand and a rapid, strategic response.

Another essential skill for today’s PR professionals is the ability to connect and manage diverse media channels. Diana Fernandes, Founder and CEO of Bloomingdales Public Relations, noted the rise in influence of new platforms and regional voices, which means PR leaders must not only have strong national and digital media connections but also nurture ties within regional media landscapes. As Fernandes observed, “Young professionals are often keen to explore new channels, but they need to deepen their understanding of regional perspectives and cultural contexts to resonate authentically with audiences.” This, she argued, requires a dual focus on broader media strategies as well as the nuances that define local storytelling.

Expanding on this point, Mukesh Kharbanda, Managing Director of Fuzion PR, brought a unique perspective on the importance of regional communication in India. He argued that PR in regional areas is often approached superficially, focused on amplification rather than engagement with regional audiences' needs and cultural nuances. Kharbanda noted, “Brands frequently aim for surface-level visibility in regional markets without truly connecting with these communities. This leads to missed opportunities, as a robust regional strategy could foster deeper trust and authenticity.” He encouraged young PR professionals to invest time in understanding the unique media dynamics and consumer preferences across regions and to think beyond language barriers. This cultural sensitivity, Kharbanda argued, is vital for long-term brand reputation and loyalty, especially in a diverse market like India.

While the strategic use of media and technology forms the backbone of effective PR, interpersonal skills and the right mindset remain equally crucial. For Fernandes, a resilient, fearless attitude is a defining trait of successful PR professionals. “Fear and ego can be debilitating. To succeed, young PR leaders must prioritize responsibility over hierarchy, focusing on the quality of their work and the impact they create for their clients,” she emphasized. This approach, she believes, empowers young leaders to operate authentically, focusing less on titles and more on leadership by example.

In a profession that demands constant learning, mentorship can be transformative. Fernandes shared her perspective on the value of mentorship, noting that it doesn’t necessarily require a formal relationship; it can be found in books, podcasts, or even within one’s family. She advised young professionals to seek out mentors proactively, whether through digital platforms like LinkedIn or in their immediate circles. “Even family can be a source of mentorship,” she noted, suggesting that young professionals often overlook the value of life experiences shared by their parents or grandparents. This broader perspective allows young leaders to draw from a well-rounded foundation of knowledge and experience.

However, the panel agreed that today’s young PR professionals are already breaking new ground with their approach to work-life balance, especially compared to previous generations. Fernandes observed that younger professionals treat work as part of a broader life experience rather than as a singular priority. This shift in values, though sometimes misunderstood, reflects a modern approach to career sustainability and personal well-being. Fernandes encouraged industry leaders to bridge this generational gap, recognizing that the younger generation’s perspective on balance can enhance overall workplace culture.

For young PR professionals, building a strong personal brand has become essential, particularly in a world where personal influence can enhance professional credibility. Akshita Agrawal, Senior Communications Manager at Magicbricks, stressed that cultivating one’s brand is about leveraging daily work experiences and industry knowledge. “As PR leaders, we spend our days managing brands. But many of us overlook our own brand potential,” she explained. Agrawal’s advice for young professionals is to actively share their work and insights on social media and professional platforms. This not only builds visibility but also reinforces one’s reputation as a knowledgeable industry insider.

Agrawal also shared insights into PR’s growing influence in brand strategy and corporate leadership. “The demand for PR professionals to step beyond traditional roles and become brand custodians reflects a deeper trust in our expertise,” she said. This shift, she argued, places PR leaders closer to the core of brand decision-making, where they collaborate directly with CEOs and boards to align communication strategies with business goals. This elevated role of PR, once reserved for external communication, now encompasses internal brand-building efforts that contribute directly to a company’s strategic vision.

With the influence of digital media expanding, young PR professionals must stay on top of emerging platforms and use them strategically to shape narratives and maintain brand trust. Social media is a powerful tool for building transparency and engagement, Agrawal observed, and can be especially useful in amplifying key messages while interacting with audiences in real-time. But she cautioned that this power requires careful handling to avoid potential pitfalls. In a hyper-connected digital world, building credibility and authenticity remains paramount.

Ultimately, the consensus among the speakers at the e4m PR Dialogue was that while technology, agility, and digital fluency are necessary skills, the essence of PR remains rooted in human relationships. Kharbanda summarized the sentiment well: “Building trust with audiences and stakeholders is platform-agnostic.” This means that no matter how much the PR profession evolves, its core will always center on understanding people and conveying stories that resonate with authenticity. In a world flooded with information, young PR leaders have the challenge—and the opportunity—to filter this information thoughtfully, aligning it with audience values and creating impactful, genuine narratives.

For today’s emerging PR professionals, the path forward is clear: stay curious, develop resilience, invest in relationships, and embrace continuous learning. The PR industry may look very different in another decade, but these principles will continue to guide those who wish to stay ahead. As Agrawal aptly put it, “To stay ahead of the curve, PR professionals need to think ahead, act with purpose, and bring authenticity into every interaction.”