'The next decade in PR will be defined by a dual responsibility'

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.

Today, in our e4m PR & Corp Comm ’40 under 40’ series, we feature Vinod Kumar. S, Senior Account Head - Media Relations, Nucleus Public Relations 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 about being part of this renowned list of 40 under 40 leaders? 

Grateful. I started my PR career when I was 19 years old. Still in college, it wasn’t something I actively pursued, but I grew to be deeply passionate about my work. I have witnessed the evolution from bulky media phone directories to online databases, and now to social media connections. In our fast-paced world, we rarely pause to see how far we've come since we started. But this recognition has made me reflect on my journey, the people I’ve met from different walks of life, and all the stories I’ve told. There’s still a long way to go, and I’m more determined than ever. 

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

There has been a lot of conversation around AI in the past few years. While I believe the integration of AI is important to our field, there are many invaluable, AI-proof skills that communication professionals bring to the table, which we need to hone in if we are to thrive in the branding and marketing ecosystem: 

• Emotional Intelligence – As an industry, we do business with people. You need to be able to read the room, understand the pulse of your stakeholders, invest in relationships, and use the right tone while doing it. These may sound simple on paper, but you’d be surprised how deeply they impact our work and reputation. 

• Resilience – For every major high, there are countless rejections and heartbreaks we go through daily. The industry we’re in today won’t be the same a decade from now. It’s a high-pressure space, especially when we are managing egos, getting our ideas rejected, and still delivering results. This pressure is only going to increase with the complexity that is brought upon by AI in PR. But when you learn to dust it off, pivot quickly and move forward with confidence then you are on the right track. 

• Read, Think, and Debate– AI can churn out pages of content and research, but only you can add context, relevance, and insight to them. The real value lies in knowing what matters, what’s missing, and how to create something that will resonate with people. That’s why we must read, write, debate and consume long-form content. Professionals must learn to think critically and form opinions. Being knowledgeable and articulate will never go out of fashion. 

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

The next decade in PR will be defined by a dual responsibility: embracing innovation while safeguarding credibility. Consumers want to hear not just about a brand’s successes but also its challenges, values, and purpose. I want PR to take a seat in the C-Suite meetings, not as a support system but a driver of business growth. As AI and predictive analytics grow more sophisticated, hyper-personalization of campaigns and pitches will become the norm.  

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

As communication professionals, our ability to listen is our superpower. And that should apply to the workplace too. The professional environment has evolved tremendously over the years. It’s no longer about doing what your boss/manager asks of you, young people today want to understand the ‘why’ behind it. As leaders, we need to be prepared to welcome their questions and engage in meaningful conversations. What we need to be are right now empathetic leaders who try to understand diverse perspectives and hold dialogue at workplaces.  

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

I want to keep growing in this ever-evolving industry of communication. I would love to be a part of projects that create real impact. PR has seeped into daily conversations, yet it is so misunderstood. I would like to change the way the public views it as a spin or publicity, but public relations is a strategic function that is rooted in trust. Above all, I look forward to mentoring the next generation of great storytellers.  

One lesson I would like to pass on is that regardless of what educational background you come from, you need to be open to learning every day. Show up ready to work and bring a great attitude – you will go a long way in your career. Never forget that tools and platforms keep changing, but at the end of the day, your integrity and work ethic will define you.