'I aim to push boundaries; help brands unlock the full potential of digital communication'

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.

Today, we feature Viren Vesuwala, Lead - PR & Corporate Communications and Strategic Partnerships & Alliances, White Rivers Media and the proud recipient of e4m PR & Corp Comm 40 under 40 awards 2024. He 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 he has gathered in his career till now.

Excerpts:

1. How do you feel being part of this renowned list of 40 under 40 leaders?

Being included in the 40 Under 40 list feels incredibly rewarding, not just for me, but for my entire team at White Rivers Media. It's a recognition of years of hard work, countless campaigns, and the genuine relationships we've built with clients and collaborators. It motivates me to keep pushing the envelope and finding innovative ways to bring brands closer to their audiences. For me, this isn’t just about personal recognition—it's about the collective success of a team that believes in making a difference through digital-first PR strategies.

2. What are the top 3 skills you believe are essential in today’s professional landscape?

• Adaptability: The pace at which the industry is changing is insane, and to succeed, you need to be ready to pivot quickly. Being able to adapt—whether it’s embracing new technology, experimenting with different formats, or shifting strategies on the fly—is crucial
  
  
• Authentic Communication: In a world where information is at everyone’s fingertips, clarity and honesty in communication are paramount. The ability to convey ideas that resonate deeply with audiences is a skill that’s more important than ever.
  
  
• Collaborative Leadership: Leading a team today isn’t about micromanaging; it’s about empowering each person to take ownership of their work and create something great together. The best campaigns I’ve worked on are a result of collective effort—people bringing their best selves to the table and challenging the status quo.

3. What emerging trends or technologies do you believe will shape your industry in the next 5–10 years?

I’m really excited about the intersection of AI and PR—it’s no longer a futuristic concept. We’re starting to see how AI can help PR pros craft more personalized and impactful content. In the coming years, I think AI-driven storytelling will become a game changer, allowing brands to connect with audiences on a deeper, more personalized level.

Another cultural shift is inclusivity. Brands that understand and reflect the diverse voices of their audiences will lead the way, and the PR industry will have a big role to play in making that happen.

Lastly, immersive experiences, whether through augmented reality or virtual events, will reshape how we engage with audiences. The days of one-way communication are behind us; it’s all about interactive, engaging, and meaningful experiences.

4. How do you define leadership in the modern workplace?

Leadership today is about being a guide, not a boss. The key word here is empathy. It’s about fostering an environment where people feel encouraged to voice their ideas, experiment with new approaches, and take ownership of their projects. It’s also about adaptability—leading by example when times are tough, and helping your team navigate through uncertainty with confidence. For me, leadership is a blend of vision, empathy, and empowering others to shine. It’s about inspiring those around you to bring their A-game, and showing them that success is a team effort.

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

Looking ahead, I’m passionate about continuing to bridge the gap between traditional PR and digital. The future is digital-first, and I aim to keep pushing boundaries and helping brands unlock the full potential of digital communication. I also want to focus more on mentorship and empowering the next generation of PR professionals.

If there’s one lesson I’d pass on to young professionals, it’s this: Never stop learning, and never settle for the status quo. In an industry that’s constantly evolving, the ability to stay curious and embrace change is your greatest asset. The world is moving fast—don’t be afraid to get ahead of it.