'Getting recognised for work that often happens behind the scenes is special'

The role of a PR & communications professionals has become more critical in today’s dynamic world. e4m PR & Corp Comm 40 Under 40 Awards 2024 celebrate the trailblazers, future leaders, entrepreneurs under the age of 40 who are redefining brand stories, building trust, and driving strategic communications across industries. These winners represent a new generation of professionals who pave a way to lead with purpose, their stories are both a reflection of their individual triumphs and a roadmap for aspiring communicators.

In this feature, Nishant Shukla, General Manager, Marketing and Communications, Sunsource Energy and the proud recipient of e4m PR & Corp Comm 40 under 40 awards 2024 opens up about what the recognition means to him, the remarkable moments that shaped his journeys, a rare, behind-the-scenes look at the mindset, values, strategies that define success in today's communications industry, and the personal and professional lessons they've gathered along the way.

How do you feel being part of this renowned list of 40 Under 40 leaders?
It’s an honour to be named among the top 40 under 40 in PR and Corporate Communications by one of India’s leading media platforms. Getting recognised for work that often happens behind the scenes is special. It affirms the value of that invisible yet powerful influence we exert in shaping narratives and guiding reputations. I’m grateful to the expert jury and the e4m team for this recognition.

What are the top 3 skills you believe are essential in today’s professional landscape?
I believe these are the skills that matter the most today:

1. Alignment: Always Keep the Big Picture in Mind:
   Too often, professionals execute tasks for the sake of activity. But real impact comes when you consistently ask: Why am I doing this? What problem am I solving?
   Every function, including communications, must align itself with the organisation’s strategic goals. Your work should actively contribute to those goals—not operate in isolation. This mindset helps optimise budgets, increase efficiency, and elevate your function to a strategic driver of growth.
2. Agility in a Digital-First World:
   The communications landscape has significantly evolved over the last 5 years and so have the expectations from professionals in this space. Communicators today must be fast, flexible, and tech-savvy. Whether navigating an emerging platform or managing a real-time crisis, agility combined with good judgment is key to staying ahead and solving the most complex problems.
3. Empathy:

The ability to craft narratives that resonate with diverse stakeholders—across platforms, cultures, and formats—is a foundational skill for anyone in working in our industry. Whether it's the media, employees, customers or investors, great communication starts with listening, empathy, and aligning their story with the values and concerns of the people you’re speaking to.

What emerging trends or technologies do you believe will shape your industry in the next 5–10 years?
The next decade in corporate communications will be shaped by a blend of technological innovation and evolving audience expectations. Some key trends I see are:

1. AI-Powered Content and Insights:
   Generative AI is reshaping many things including how we craft content and personalize communication. While human creativity and emotional nuance remain irreplaceable, AI will surely become that one resource in our teams that will streamline operations, increase productivity and help us move from data to decisions faster.
2. Authenticity and Transparency:
   Audiences are more informed than ever. In the age of transparency and value-driven consumption, stakeholders expect realness. They want to know what a brand stands for, not just what it sells. This means vulnerability, accountability, and purpose are now essential parts of brand communication—not optional add-ons.
3. Humanization of Corporate Brands:
   Today, internal is external. The line between a corporate brand identity and its leadership’s brand is increasingly getting blurred. Stakeholders—whether customers, employees, or investors—expect direct, authentic communication. As a result, we’re seeing more leaders being coached to actively take part in their company’s communication efforts, across emerging digital platforms. This trend will only deepen with time, as technology opens up newer, more direct channels of engagement.
4. Unified Communications Across Functions:
   Organisations cannot afford to have silos between internal comms, PR, digital marketing, and employer branding. Communication strategies now need to be fully integrated—delivering consistent narratives across all touchpoints, from a town hall to a tweet.

How do you define leadership in the modern workplace?
Leadership today is about being consistent, authentic, and a voice of reason—especially in times of uncertainty.

For me, it comes down to four key qualities:

Clarity: Articulating a clear mission, the ‘why’ behind a goal, and providing direction that everyone can rally around.

Courage: Having the strength to speak truth and navigate complexity with integrity. It’s also about inspiring trust, nurturing teams, and elevating others.

Care: Putting people at the heart of decisions. True leadership fosters a psychologically safe environment where teams feel free to question, dream, and innovate without fear.

Empathy: Especially in communications, where culture and reputation are at stake, holding space for diverse perspectives is essential.

What are your future plans? What’s one lesson you want to pass on to young professionals?

I firmly believe that sustainability and technology will shape the future of humanity, and communications has a critical role to play in bringing that future to life. Working at the intersection of storytelling and sustainability, especially in the renewable energy space, has been both a responsibility and a privilege. This is a sector where communication doesn’t just build brands, it drives awareness, action, and real-world impact.

Looking ahead, I’m excited to continue shaping narratives that sit at the crossroads of purpose, innovation, and influence. My focus is on helping mission-driven organisations become industry thought leaders - amplifying stories that matter, stories that move industries forward.

I’m equally passionate about mentoring the next generation of communicators – those who are not just media-savvy but also purpose-driven.

If I could leave one message for young professionals, it would be this:
Talent opens doors, but consistency builds careers. Keep showing up, stay curious, and you’ll stand out.