Recognition from e4m motivates us to uphold our benchmark: Bushra Ismail

The Founder at Confiance Communications, Bushra shares about her entrepreneurial venture, key trends of 2019 in PR and Corporate Communications and the company's designs for the future

e4m by exchange4media Staff
Published: Jan 6, 2020 6:01 PM  | 4 min read
Bushra Ismail

Bushra Ismail, Founder at Confiance Communications, was among the 40 people shortlisted under the first batch of the “e4m PR & Corporate Communications 40 under 40” list. The young entrepreneur comes with a strong background in the public relations and communication industry.

In an interaction with exchange4media, Bushra spoke about her entrepreneurial venture, Confiance and her future plans.

Edited Excerpts:-

How do you feel being a part of the elite list?

I feel immensely gratified on being chosen by E4M as one of the 40Under40 achievers in the field of Communications. It is even more exhilarating to be conferred with his honour as the Founder of Confiance Communications, merely 14 months into launching my own agency. I feel this is an absolutely fantastic initiative by Exchange4Media to recognize the work of fraternity members. I strongly believe that one needs more than just monetary gratification to outperform themselves. By introducing these awards, E4M has given the communications fraternity an additional incentive to push the boundaries and hustle harder.

What were the trends that kept 2019 buzzing in the communication industry?

2019 was a year that witnessed a lot of integration between the traditional methods of communication and the ever-expanding digital space; be it the growing popularity of Podcasts, Instagram Live sessions, use of TikTok videos to promote the brand or increasing use of tech tools such as chatbots to minimise effort. It was also a year where brands seemed more accepting of non-traditional tools of publicity, like initiating high-impact campaigns on social media, investing in unique properties like card games to explain its proposition to its TG, or launching a rap song about the brand, to engage with the users.

Also, I feel that the communications industry has been consistently undergoing a transformation, to become more tech-oriented. Today, tools like Slack have been used for day-to-day operations, and WhatsApp Business and LinkedIn have been used for external communications.

It wouldn't be inaccurate to say that many organisations today are seeing a much higher uptake of communication via Whatsapp, than emails.

How will this recognition by e4m add value to your profile and the communications industry at large?

Confiance has had a great run rate in terms of both client acquisition and retention in its 14 months of operations. Our clients, in a sense, have also been our brand ambassadors and have helped us acquire more business from within their professional and personal networks, which is something we take immense pride in.

Recognition from such an elite and renowned platform like Exchange4Media further reaffirms the trust that our existing and potential clients invest in us. A validation of this scale not only credits us for the work we have done thus far but also gives us the motivation to further uphold the benchmark we have set for ourselves.

What are your future plans?

We will be getting into a full-blown expansion mode starting 2020 and will be hiring across both Traditional and Visual Marketing verticals, at Confiance. Our point of focus for the coming year is to be more cutting-edge in terms of the strategy we devise for our clients. Given that brand building for Startups is our domain expertise and a vast majority of our clients are startups across growth stages, we would like to capitalise on their appetite for new-age publicity. We will try out new techniques of brand publicity that may appeal to their TG.

In 2020, we would like to build further on visual PR as opposed to text-heavy PR since the former is more seamless. The overall notion and sentiment of PR is undergoing a transformation and are no longer any definitive guidelines for the right or wrong approach.

So I feel there is never a better time for a new-age consultancy like ours than now, to introduce and own new methods of driving publicity for brands and individuals. Also, we have recently forayed into the Middle East and are currently operational in countries including the UAE, Egypt and Jordan, and we will continue to build on that market and grow our client base there.

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