'I hope to inspire a shift from “selling stories” to creating meaningful conversations'

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, Mitali Jain, Assistant Manager – PR, Third Wave Coffee 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? 

It feels surreal and deeply gratifying. This recognition is more than just a milestone; it’s a reflection of the diverse and rewarding journeys I’ve had the privilege to embark on—whether at an agency or on the brand side. From pioneering influencer marketing strategies to navigating PR across sectors, leading strategic collaborations or simply finding joy in creating stories that resonate with people, each experience has shaped my perspective. This award is a reminder to stay curious, continue pushing boundaries, and never stop learning. It fuels my passion to challenge norms and foster conversations that truly matter. 

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 PR and Communications industry is already undergoing significant transformation, with AI driving advancements in predictive analytics, content personalization, and media monitoring. I anticipate a growing emphasis on hyper-local storytelling powered by data, a stronger focus on ethical communication practices, and a surge in immersive storytelling through technologies like AR and VR. While innovation is exciting, the timeless skills of staying informed and cultivating a habit of reading—whether newspapers or books—remain just as crucial today as they were in the past. These foundational practices shape perspective and sharpen one’s ability to craft meaningful narratives.

To stay ahead, I aim to blend technology with creativity—leveraging data insights not only to strategize but to craft human-centered stories. Continually upskilling, experimenting with emerging platforms, and most importantly, understanding where the audience is and what they care about will be key. It’s all about meeting the audience where they are and creating stories that resonate.

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?

Empathy and adaptability are my guiding principles—they help me connect with people and tailor strategies to an ever-evolving landscape. Looking ahead, I see the need to refine skills in integrated communications, data-driven storytelling, and sustainability-focused messaging, which are becoming increasingly critical in shaping impactful narratives.

The foundational skill of reading remains invaluable, as it broadens perspectives and deepens understanding. Continuous learning from peers and mentors, investing in courses that challenge my thinking, and collaborating across industries to gain diverse insights are all part of my growth plan. Most importantly, I believe in celebrating small wins—they’re the building blocks of sustained progress and success.

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

I aspire to redefine how brands connect with their audiences by making communication more authentic, inclusive, and purpose-driven. Whether it’s shaping narratives for global brands or building platforms for community engagement, I hope to inspire a shift from “selling stories” to creating meaningful conversations".

Over the next decade, I envision myself continually learning from peers and mentors and at the same time support others, advocating for greater diversity in the industry and contributing to a future where PR is not just a strategic tool but a force for positive cultural change.