'I aim to drive innovation by integrating emerging tech into communication strategies'

The PR industry is ever-evolving and one thing is clear about its future: 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 new ways of thinking, communicating, and connecting with audiences. So, to honor 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, Nafisa Shaheen, Head- PR and Marketing, Globale Media spoke about her win, skills she considers relevant to stay ahead in the industry, passion for the industry, and future goals.

Excerpts:

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

Being recognised as one of the top 30 under 30 professionals in the PR and Communications industry is both an honour and a deeply rewarding milestone. It feels incredibly validating to see my dedication, creativity, and strategic thinking acknowledged on such a prestigious platform. This achievement underscores my belief in myself and in the power of storytelling.

On a personal level, it’s a moment of pride, reflecting not only my individual efforts but also the collective support of the almighty, my family, mentors, and colleagues, who have shaped my journey. Professionally, it serves as a reminder to continuously innovate, take on new challenges, and strive for excellence. It also motivates me to mentor and inspire others entering the field, fostering a culture of innovation and collaboration within the industry.

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?

In the next five years, I expect the PR and Communications industry to be increasingly shaped by AI-driven tools, hyper-personalized campaigns, and data-centric strategies. AI will transform how we analyze media trends, measure campaign effectiveness, and craft targeted messages. Platforms like ChatGPT and other generative AI tools will assist in rapid content creation, while advancements in data analytics will provide deeper insights into consumer behavior.

Sustainability and purpose-driven communication will also gain prominence as brands align their narratives with global environmental and social goals. Additionally, immersive technologies like AR and VR are likely to revolutionize storytelling, offering more engaging and interactive brand experiences.

To stay ahead, I plan to:

• Regularly upskill by attending workshops, earning certifications, and keeping up with technological advancements.
• Collaborate with tech and data experts to integrate AI and analytics into PR strategies seamlessly.
• Foster adaptability within my teams to ensure we’re ready to embrace and lead the changes shaping the industry.

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?

As a rising star in the PR and Communications industry, I recognize the importance of continuously honing strategic thinking, digital media proficiency, and crisis communication skills. Embracing data-driven decision-making and staying updated on industry trends are crucial to creating impactful campaigns. Additionally, leadership development and emotional intelligence are vital as I take on more responsibilities.

To grow further, I plan to explore advanced tools, participate in workshops, and collaborate with diverse teams. By integrating global perspectives and cultural sensitivity, I aim to craft innovative strategies that drive meaningful results and position myself as a dynamic and adaptable professional.

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

In the next 5–10 years, I aspire to make a significant impact in the PR and Communications industry by championing authentic storytelling and fostering meaningful brand-audience connections. I aim to drive innovation by integrating emerging technologies, such as AI and data analytics, into communication strategies, ensuring campaigns are both insightful and effective. Additionally, I want to mentor upcoming talent, creating a culture of collaboration and creativity. My vision includes shaping narratives that not only build brand equity but also inspire societal change, positioning PR as a strategic force that drives sustainable growth and meaningful engagement on a global scale.