“I want to keep championing communication as a strategic function”

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.

In this feature, we have Annapurni Hariharan, Senior Manager, Corporate Communications, PhonePe and the proud recipient of e4m PR & Corp Comm 40 under 40 awards 2024. She has dedicated 12 years to the industry and has helped several brands position themselves as leaders in their domains. 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 along the way.

Excerpts:

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

It’s both surreal and deeply affirming. Being named to the 40 Under 40 list isn’t just a personal milestone—it’s a tribute to the people, challenges, and countless conversations that have shaped how I think about storytelling and brand communication. I don’t see this moment as a finish line—it’s more of a pause, a quiet prompt to keep growing, keep writing, and keep showing up with curiosity and originality.

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

First, clarity—of thought, not just language. In an age of constant noise, the ability to distill complex ideas into simple, human language is gold. It’s what helps good strategies get understood—and acted on.

Second, adaptability. Whether you’re managing a crisis or recalibrating a campaign mid-flight, the ability to shift gears with calm and purpose is essential in this line of work.

Third, creative courage. Originality has never been more valuable. When every brand starts to sound the same, being brave enough to sound different—to be human, real, even a little vulnerable—is what creates connection.

Personally, I’d also add the importance of staying curious about new tools. Exploring platforms, testing formats, and picking up unexpected skills has often unlocked better thinking than any playbook could.

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

AI is already transforming how we produce and scale content—but the future will hinge on how we use human judgment to shape that content/message meaningfully. Technology can generate words, but not wisdom. That’s where communicators step in.

We're also moving toward a world where owned channels and executive visibility matter more than ever. As public trust becomes more fluid, organizations need their own authentic voice—not just borrowed platforms.

Most importantly, transparency is non-negotiable. Audiences can smell spin a mile away. The leaders and brands that will stand out are the ones willing to speak with honesty, even when the truth is uncomfortable.

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

Leadership today is about creating clarity. It’s about helping teams connect to the purpose behind the work and giving them the space to find their own path to impact. For communication leaders, that also means being the voice of integrity—asking the hard questions, pushing for inclusive narratives, and holding the line when it comes to authenticity. And it means knowing that great ideas can come from anywhere. Hierarchies don’t determine insight; curiosity and collaboration do.

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

Looking ahead, I want to keep championing communication as a strategic function—one that helps shape culture, values, and decisions from the inside out. There’s a real opportunity to build stronger bridges between communication teams and leadership tables—and I want to be a part of that shift.

For those just starting out: write often. Even if no one sees it. Writing is your sharpest thinking tool—and the more you use it, the more precise and original your voice becomes. Collect writing that inspires you. Deconstruct it. Learn from it. Then find your own rhythm. No matter how the tools evolve, clarity, empathy, and story will always matter. Learn those deeply, and everything else will follow.