‘I believe adaptability and strategic thinking skills stand out as non-negotiable’

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.

Today, we feature Zoya Surana, Vice President, SPAG FINN Partners and the proud recipient of the 6^th edition of e4m PR & Corp Comm 40 under 40 awards 2024. She opens up about what the recognition means to her, the remarkable moments that shaped her journey, 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 she has gathered in her career till now

Excerpts:

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

Being part of the 40 under 40 list is not just a recognition — it’s a moment of reflection and renewed ambition. I feel deeply honoured and humbled to be counted among professionals who are shaping the future across industries. For me, this isn’t just a milestone; it’s a reminder of the responsibility we carry as communicators — to not just tell stories, but to shape conversations that can influence thought, drive action, and bring about meaningful change.

This recognition feels especially validating in a profession that often works behind the scenes. In PR and communications, success is rarely about the spotlight — it’s about strategic impact. To see that acknowledged is both personally fulfilling and professionally energizing. It’s also a call to keep pushing boundaries, mentoring emerging talent, and building a legacy rooted in integrity, creativity, and resilience.

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

The modern professional landscape is as dynamic as it is demanding, and to truly thrive, I believe three skills stand out as non-negotiable: adaptability, emotional intelligence, and strategic thinking.

1. Adaptability: In a world defined by rapid shifts — from AI disruption to geopolitical change — our ability to pivot with agility is crucial. For a communicator, that means constantly rethinking how, where, and to whom we’re speaking. What worked yesterday might not work today — and that’s not a challenge, it’s an opportunity to evolve.
2. Emotional Intelligence: Communication is, at its core, about connection. Whether managing a crisis, leading a team, or telling a brand story, understanding human behaviour, showing empathy, and being an active listener are what differentiate a good communicator from a truly impactful one.
3. Strategic Thinking: In a cluttered world of narratives, it’s not just about saying something — it’s about saying the right thing, at the right time, in the right way, to the right audience. Strategic thinking ensures every message ties back to a larger business objective and drives measurable value.

These three skills, when combined, create a professional who is not just reactive but proactive, not just creative but purposeful.

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

We are entering one of the most transformative phases the communications industry has ever witnessed — one where AI, data-driven storytelling, and immersive experiences will dramatically reshape how we communicate.

• AI and Automation: Generative AI is no longer a futuristic idea — it’s here, influencing content creation, sentiment analysis, and even audience targeting. As communicators, we will need to learn how to ethically integrate AI without losing the authenticity that defines human storytelling. The future will favour those who can use AI as an enabler rather than a replacement.
• Data-Driven Communications: Intuition has always been a part of great PR, but the next decade will demand measurable, insight-led approaches. From campaign planning to audience segmentation, data will provide the foundation for precision and personalization — key to cutting through the noise.
• Immersive & Interactive Experiences: With the metaverse, AR/VR, and other experiential tech gaining ground, brands will move from broadcasting stories to letting consumers step inside them. This opens up a whole new canvas for PR — one that’s multi-sensory and emotionally resonant.

Additionally, purpose-led narratives, sustainability communication, and inclusive storytelling will become integral, as stakeholders increasingly seek brands that stand for something more than profit.

How do you define leadership in the modern workplace?

To me, leadership in today’s workplace is less about hierarchy and more about impact, trust, and empowerment. The best leaders I’ve worked with weren’t always the loudest or the most visible — they were the ones who created safe spaces, encouraged curiosity, and inspired people to bring their best selves to work.

As a communications professional, I see leadership as the ability to listen deeply, communicate transparently, and navigate uncertainty with clarity. It’s about being decisive without being rigid, visionary without being disconnected from ground realities.

In a hybrid, fast-evolving world, leadership also means prioritizing well-being, promoting diversity, and mentoring with intent. We are no longer in the age of command-and-control — we are in the age of collaborate-and-elevate. That’s the leadership I aspire to practice every day — one that uplifts voices, aligns teams, and builds a shared sense of purpose.

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

As I look ahead, my goal is to grow not just in designation, but in influence, impact, and innovation. I want to be at the forefront of shaping the next chapter of PR in India — where communication becomes a boardroom imperative, not just a support function.

I aim to:

• Build cross-sector expertise by working across global markets and culturally complex environments.
• Mentor young professionals, especially women, to grow into bold, creative, and ethical communicators.
• Champion purpose-driven communication — whether it’s for climate action, health equity, or gender parity.
• And eventually, contribute to academia, to help bridge the gap between textbook PR and real-world strategy.

One lesson I want to pass on to young professionals is this: Stay curious, stay kind, and stay true to your voice. The world will try to shape you in a hundred different ways, but your authenticity is your superpower. Never be afraid to ask questions, take up space, and challenge the status quo — that’s how change happens.

And remember: it’s okay not to have it all figured out. What matters is the willingness to grow, learn, and show up — every single day.