‘PR is one of the most dynamic, flexible and fast-evolving professions’
In this edition of e4m PR & Corp Comm’s 30 Under 30 series, Arshya Harjani, Senior Account Executive, Edelman India, explains how communication professionals should embrace changes in the industry
The exchange4media PR and Corp Comm’s 30 Under 30 Awards identifies next-generation leaders in the PR and corporate communications industry. It honours some of the brightest professionals, entrepreneurs, game changers and achievers of the industry under the age of 30.
The ‘30 Under 30 series’ features the winners who share their experiences, trends they have observed in the domain and where they see themselves in the next five years.
In today’s series, we speak to Arshya Harjani, Senior Account Executive, Edelman India.
How does it feel to be recognised and honoured for your contribution to the industry?
I feel extremely humbled and proud for being recognised and honoured by E4M for my contribution to the industry. It felt surreal to be included in a list amongst such high- achievers. The win has reinstated my belief in my skillset and has made me more determined to work towards achieving my goals.
I also realise the responsibility that comes my way with the recognition, and I look forward to being an enabling mentor to all those who aspire to enter this field.
What are the key trends that you have noticed in the past year in the PR and Corp Comm domain?
Consumers today are more aware, sensitive, smart, and focused. The one trend that I have noticed that works well and will continue to do so is identifying the target audience of the brand/product/service correctly and further recognising the right medium to reach that specific group.
We live in a country with a population of approximately 1.52 billion people: there’s no ‘one’ strategy that works for all demographics, hence, a clear understanding of the characteristics of the target audience and moulding all communication to catch their attention is essential. Data plays a big role in attaining this information and applying the strategies successfully into play.
With the sea of content that is put out every day, brands need to be present at the right place, at the right time, with the right messaging and for the right audience to be able to make the desired impact and achieve business goals.
What is that one industry lesson/ experience that you will carry with you throughout your career?
PR is one of the most dynamic, flexible, and fast-evolving professions. With the rise of new platforms, and continuous tech advancements, we, as communication professionals are responsible for embracing the change. What an ideal campaign strategy looked like four years ago is radically different from what it looks like now.
So, the lesson I carry with me is that one needs to learn, unlearn and adapt constantly to be relevant, and effective.
Where do you see yourself in the next five years?
The next five years are very crucial to me, and I will approach them as my growth years. During this time, I would like to further expand my knowledge by learning and gaining experience across different verticals of the industry. As I progress in my career, I will aim to lead with compassion and be an inspiring mentor, and peer to all those around me.
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