‘I want to keep working at the intersection of strategy, sustainability, and storytelling’

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 Gaurav Shangari, Group Business Director – Social Impact, Avian WE. 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?

Honestly, it’s a bit humbling. And deeply personal.

I say that not only because this is a legitimate professional milestone, but because I only entered the world of PR in 2022. I came from the outside with no agency background and only functional knowledge of how PR agencies “typically” worked. What I did have was a belief in the potential of communications as a force for good, and a quiet hope of finding my purpose and my tribe. 

To be recognised among peers who have spent years shaping this industry feels surreal and affirming. For me, it’s validation that intent and commitment matter — even if your journey doesn’t follow a conventional path.

I can’t really call this a personal victory. It is a reflection of the clients who put their faith in me, the mentors who guided me, the colleagues who backed me before they had to, and most of all the family and friends who supported me unconditionally. 

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

Everyone who is close to me knows the three skills I keep harping about are: communication, collaboration, and creativity.

Communication is a foundational general-purpose skill, not just in PR, but in how we make our space in the world. The ability to be clear, engaging, and authentic in how we express ideas, especially in a world where attention spans are dwindling by the day, that’s a serious differentiator.

Collaboration is equally critical, if not more. No matter how good your knowledge, strategy, and execution are, meaningful work requires a multiplier effect. Working with people who bring fresh perspectives to the table, challenge your limits, and co-create solutions is where the real magic lies.

And creativity is often the misunderstood one. It’s not just about creating big ideas or campaigns, but problem-solving with empathy on an everyday basis. Whether it’s about building a narrative, managing a team, handling a crisis. It’s the ability to switch gears and shift lenses as and when the situation requires. 

These three skills, I believe, are like muscles that require deliberate practice. They get stronger the more we use them.

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

AI is the obvious answer, and the correct one, in any industry today. But more specifically, I think agentic AI will completely transform how PR is practiced in the near future. These are tools that not only can assist, but plan, decide, and act on our behalf. Not too long from now, PR agencies will use AI agents while human PR practitioners will need to transition from doers to interpreters, curators, and ethical decision-makers.

At Avian We., I’ve had the opportunity to be part of an internal AI task force where we’re focused on ensuring the adoption of AI is ethical, efficient, and equitable. Our long-term goal is not just to introduce AI tools but automate workflows with a human in the loop.

However, with the advent of AI, I believe relational communications will become even more important — where trust, consistency, and meaningful engagement matter more than volume. Credibility is the true currency in communications. 

Ultimately, I believe the future of PR & communications lies in a marriage of tech-savviness and emotional intelligence.

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

I know we’re often taught that as leaders we need to project strength — to always appear composed and confident. And while that may work for some, I’ve found that vulnerability and authenticity build stronger allies than trying to have all the answers.

In a world where everything is curated — from resumes to Instagram feeds — I think people crave something real. They want to see the effort behind the outcomes, the practice behind the polish. 

This is a practice I consciously follow – letting my team know when I don’t have it all figured out, but that I’m committed to problem-solving with them. Not always trying to be in charge, but being responsible for the conditions I create for them. 

If we want to foster a growth mindset in the modern workplace, leaders need to model it themselves. And that starts with being human, not heroic.

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

Looking ahead, I want to keep working at the intersection of strategy, sustainability, and storytelling. I’m personally drawn to the insights and systems side of communications. I want to leverage technology to: understand what drives perception among stakeholders; shape narratives that bring real change at scale; and build frameworks for measuring the actual impact of communication efforts. 

And if there’s one thing I’ve learned that I’d share with younger professionals, it’s that nobody has everything all figured out. Careers aren’t always meant to be linear. Mine definitely wasn’t. You will have to be agile enough to pivot as and when situations change, especially in the era of industry 4.0. 

What matters most is showing up with intent and integrity, and prioritising the trinity of skills that I mentioned earlier — communication, collaboration, and creativity.