'Winning feels less like an endpoint and more like a checkpoint'

The PR industry is ever-evolving and one thing is clear about its future that young professionals are the new driving force of its growth, innovation, and success. As young professionals take the reins and enter the workforce, they bring with them new ways of thinking, communicating, and connecting with audiences. So, to honor the talented, new age talent of the PR & Comms industry, e4m launched the 4^th edition of PR & Corp Comm 30 under 30 Awards.

In this series, the winner of e4m PR & Corp Comm 30 under 30 Awards, Rhea Sachdeva, Account Manager, Edelman India spoke about her win, skills she considers relevant to stay ahead in the industry, passion for the industry, and future goals.

How does it feel to be recognized as one of the top 30 under 30 professionals in the PR and Communications industry, and what does this achievement mean to you?

Being recognized as one of the top 30 under 30 in PR and Communications feels incredibly meaningful. It’s one of those moments where you take a step back and think about the journey—how much you’ve learned, how far you’ve come, and how much there’s still to do. For me, this achievement isn’t just about personal recognition, it’s about the people who’ve been part of the process - the mentors who believed in me and taught me to think bigger, the teammates who challenged and supported me, and the experiences that taught me resilience and creativity. It feels less like an endpoint and more like a checkpoint—a moment to pause, celebrate, and refocus.

This recognition pushes me to keep evolving, to stay curious, and to look for new ways to create impact through storytelling and strategy. It’s a reminder of why I love what I do and how much more I want to contribute to this field. I’m excited about the journey ahead and the opportunities to grow further in this dynamic industry.

What new trends and innovations would you expect to see in the PR and Communications industry in the next 5 years, and how do you plan to adapt and evolve to stay ahead?

The PR and Communications industry is changing faster than I could have imagined, and it’s such an exciting time to be a part of it. In the next five years, I think we’ll see AI-driven storytelling become a core part of how we connect with people—making campaigns not just smarter but more personal, more real. AI tools are already helping streamline content creation, freeing us up to think bigger and more creatively, but also allowing us to connect with audiences in ways we haven’t done before. Data’s going to play an even bigger role too, guiding us to craft more precise and timely narratives.

But what I’m really fired up about is the shift in how brands are using content. We’re already seeing the rise of influencers and how they’re driving conversations—not just pushing products, but creating authentic, two-way relationships with their communities. Brands are learning to listen more, to show up not just for the transaction, but for the relationship. And I love that. It’s more meaningful. It’s more human. I’ve also been watching how founders are becoming the true faces of their brands. They’re not just behind the scenes anymore, they’re out front, telling the story, shaping the brand narrative, and leading campaigns. This is a shift that really resonates with me, because when a founder is willing to put themselves out there—sharing their values, their struggles, their wins—it makes a brand feel like a real thing, not just a product.  The Edelman Trust Barometer 2024 really spoke to me in this sense—It’s clear that the relationship between brands and their communities is changing, and those who can build trust through genuine connection are the ones who’ll stand out.

Looking ahead, I think another one of the biggest shifts we’ll see is a more localized approach to storytelling. As the world gets more connected, we’re also experiencing a kind of fragmentation in how people want to engage with brands. It’s not enough to just have a global campaign; people want brands to understand where they’re coming from, what their local concerns are, and speak to them in a way that feels personal.

On a personal level, staying ahead of these trends means embracing change with curiosity and a willingness to grow. It’s about not just keeping up with new technologies but also diving deep into the human side of things—how people interact with content, what makes them care, and how brands can build real, meaningful connections. I want to keep experimenting with emerging tools and platforms, but also be conscious of the deeper shifts in audience behaviour and values. It’s important to never stop learning, whether that’s mastering the latest AI tools, figuring out how to work with new influencers and content creators, or understanding how communities are evolving in their expectations from brands.

I also think it’s crucial to stay adaptable and open to failure. The landscape is changing so quickly that the risk of getting left behind is real, but I see it as a chance to redefine what success looks like in PR and communications. I want to be part of the conversation that’s shaping these changes, bringing in fresh perspectives, and always remembering that at the core of all this is connection—whether it’s through storytelling, data, or genuine engagement with people.

As a rising star in the industry, what skills or areas do you identify as crucial for your continued growth and success, and how do you plan to develop them?

I believe the key to sustained growth and success lies in continuously evolving with the changing landscape. For me, one crucial area, I would like to focus on is digital storytelling. With the rise of AI, data-driven strategies, and multimedia content, the ability to craft compelling, authentic narratives that resonate across various platforms is more important than ever. Stories are how we connect, but today, those stories need to be shaped by the digital world we live in—whether it’s through podcasts, social media, or immersive video content. I’m also actively exploring how AI and data can help me better understand audiences, and how I can use that knowledge my benefit at work. To develop this skill, I’m leaning into technology with curiosity, testing out new tools, and seeking out real-time feedback from those around me.

Another thing I’m focused on is developing my leadership style. I want to create spaces where teams feel empowered to take risks, try new ideas, and ultimately grow together. This means nurturing a work environment where creativity and collaboration come first, where failure is just another step toward discovery. I’m honing this through mentorship—learning from those I look up to and sharing experiences with others along the way.

And lastly, I never want to stop learning. I want to stay curious about the changes happening around me—whether it’s understanding how global messages land across culturally diverse areas or how shifting trends influence brand narratives. I plan to keep diving into those conversations, seeking out experiences that challenge my thinking, and staying grounded in a sense of purpose that connects everything I do.

What impact do you hope to make in the PR and Communications industry in the industry 5-10 years from now?

In the next 10 years, I want to take the amazing foundation we already have in the PR and media industries and build something even greater. The way these worlds have come together so far is nothing short of incredible, and I truly believe we’re just scratching the surface. I want to take those strong relationships that have been established and build on them—deepening collaborations, bridging gaps, and bringing even more voices into the conversation. It's about strengthening what we already have and making the way we tell stories even more impactful by working more seamlessly across platforms and stakeholders.

Inspired by Master Oogway’s wisdom from Kung Fu Panda, "If you only do what you can do, you will never be more than you are now," I’ve always believed that true growth happens when we push ourselves beyond our comfort zones. I want to stretch my abilities, embracing new challenges and the rapidly evolving technologies around us—especially AI. Far from seeing AI as a threat, I view it as an empowering tool, one that amplifies our ability to connect with audiences in new, more data-driven, and human ways. I see the next decade as an opportunity to refine these skills, learning how to integrate AI into storytelling that not only informs but also resonates deeply with people.

But my vision extends beyond just the work itself. want to make a real impact by helping the next generation of PR professionals navigate an industry that’s changing faster than ever. Looking back, I see how much I could’ve benefited from more mentorship when I started out. Today’s PR landscape is daunting, with new technologies, evolving platforms, and a push for authenticity. I didn’t always have the resources to make it easier, and I want to be that guide for others—especially those looking to kickstart their careers. I want to show them what’s possible in this field and help them face the future of PR with confidence, creating a space where they feel supported, prepared, and excited for what’s next.

In 5-10 years, I want to look back and know that I didn’t just observe change in the PR and communications world—I helped shape it. I want to have played a role in building a space where media and PR work together more effectively, where technology amplifies our voices, and where the next generation of professionals is empowered, prepared, and inspired to lead the way.