'Heart of PR lies in building genuine connections, which machines alone cannot achieve'

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, Tanoo Gupta, Account Director (PR-North) at Avian WE 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?

Being recognized as one of the top 30 under 30 professionals is incredibly rewarding. For a profession like PR, where marketing yourself is as important as marketing your clients, such achievements reflect the impact you’ve made and the self-awareness you’ve cultivated. This recognition fuels an ongoing aspiration to not just achieve but to continually redefine excellence. It’s a journey of self-realization and consistent growth.

On a deeper level, it’s a reminder of my belief that work and life are interconnected. The lessons I’ve learned in life—be it resilience, empathy, or creativity—have shaped how I approach challenges at work. Conversely, the discipline and insights I’ve gained in my career have enriched my personal life. This synergy has been my success mantra, and it’s immensely fulfilling to see it being recognized.

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?

The next five years will likely bring an explosion of AI-driven tools, immersive experiences like AR/VR, and more precise data analytics, enabling personalized and impactful storytelling. While these technologies are exciting, I firmly believe they should complement human creativity, not replace it. The heart of PR lies in building genuine connections, which machines alone cannot achieve.

To stay ahead, I plan to embrace these evolving technologies while prioritizing their human-centric application. Innovation will also mean rethinking how we approach campaigns—finding unique angles, uncovering untold stories, and ensuring that every message adds value to the audience. By staying curious, continuously learning, and blending technology with emotional intelligence, I aim to lead the charge in shaping the future of PR.

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?

I believe the ability to connect the dots between work and life is a crucial skill. By exchanging learnings from one aspect of life and applying them to another, I’ve been able to approach challenges with a fresh perspective. This mindset has been pivotal in my growth, and I plan to refine it further.

On a technical level, mastering storytelling, data analytics, and strategic planning will remain essential. I also aim to continuously innovate the "how" of what we do—whether it’s leveraging emerging tools, refining crisis management strategies, or creating engaging content that resonates across diverse audiences.

Lastly, I want to strengthen my ability to inspire and mentor. By sharing my experiences and fostering creativity in others, I intend to contribute to a more vibrant and dynamic PR ecosystem.

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

While I am emotionally inclined towards PR and communications because that’s what I do and honestly, I enjoy doing it, I genuinely believe that communication is at the heart of driving change – a change that is not only noticeable, but meaningful.

Today, with technologies invading our lives and influencing almost every facet, it is even more crucial to use our technical and creative skills to make a difference in all that we do.

I aspire to make PR a sought-after career choice for more individuals, and I feel PR is one of those rare professions where every day brings a new challenge and an opportunity to make a meaningful difference. I want to spotlight this excitement and encourage others to explore it as a fulfilling career path.

Equally, I aim to drive continuous innovation in how we approach PR, ensuring that we leverage evolving technology responsibly. While AI and automation can enhance efficiency, they should never replace the human touch that lies at the heart of impactful communication. My focus will be on using these tools to add value—whether it’s refining strategies, engaging audiences more effectively, or making campaigns more inclusive.

Ultimately, I want to inspire future PR professionals to embrace adaptability, value creation, and the interconnectedness of work and life as core principles. By doing so, we can ensure that the industry not only thrives but also becomes a beacon of creativity and impact.