‘Success in the modern workplace requires collaboration & leadership’

At the 6th edition of the e4m PR & Corp Comm 40 under 40 Summit 2024, Ashwani Singla, Founding Managing Partner, Astrum, and the jury chair of this year’s awards delivered a special address on the industry evolution and how industry professionals can thrive in the 21st century. 

He started the address by congratulating all the winners and thanking exchange4media for continuing this noble initiative of recognising industry professionals for years.

He started by describing a brief of his journey, and he has witnessed the industry’s success first-hand “I have spent approximately three decades in this profession. In 1995, I joined the public relations industry after transitioning from my role as a business manager at ITC. My shift to public relations happened purely by accident, but it has shaped my career ever since. Over these three decades, I have witnessed the evolution of public relations, seeing it grow into a vital field. Whether referred to as reputation management, strategic communication, or corporate communication, public relations has established itself as an essential function in the business world.”

He also addressed the skills and the challenges faced by 21st-century professionals. “The 21st-century communicator looks and feels dynamic, adaptable, and technologically savvy. The most important thing for young professionals or those at the beginning or middle of their careers is to understand that skill set requirements are now multidisciplinary. There is no single, unifocal skill set that guarantees success.”

He meticulously explained all the nitty-gritty of the professional world, all the challenges professionals face, the skills they should acquire, and how the PR and communications world functions in and after the advent of AI and growing technology.

“You start as an individual contributor in your career, but over time, as you grow, whether in corporate communications or the consulting world, you will begin working with others. How you lead yourself to lead others is a crucial skill you must acquire. The failure of leadership to function effectively as both collaborators and leaders is a significant obstacle. Developing this ability is a critical investment in your growth within the industry, as it is one of the essential skills of the 21st century,” he further elaborated. 

Ashwani then guided the audience that it is important to sharpen your edge and hone your skills as a professional. However, it is equally important to develop the other aspects of your business, specifically the ability to lead and work effectively with others.

Singla concluded the address with a mindful lesson for industry professionals “As you focus on refining your professional expertise, consider the 21st-century skill sets required to advance your career. Technical proficiency alone is not enough; success in the modern workplace also depends on collaboration, leadership, and the ability to work well with people. Remember, we are in a people-driven business. The ability to collaborate, communicate, and lead will be critical to your success in the future.”