Agency life has taught me to embrace a mindset of continuous learning: Jyotsna Dash Nanda

February is the month of love in which we often celebrate romantic connections. But it can also be a time to reflect on a different kind of love: the ‘Love for our Profession’. For PR & Corp Comm professionals, this love goes beyond daily tasks and deadlines. It's a commitment to weaving narratives, nurturing relationships, and shaping perceptions that fuel their growth in the industry.

In this special edition, we will delve into the heart of PR and Corp Comm leaders and discover how their genuine love for the field has empowered them to navigate challenges, embrace innovation, and leave a lasting impact on the world around them. Moreover, through their candid accounts, we'll explore their unique paths, the lessons learned along the way, and the wisdom they impart to future generations. 

So, this time, let’s put aside the traditional love stories for a moment, and explore the passionate journey of Jyotsna Dash Nanda, AVP, Corporate Communications, DS Group, who holds 23 years of experience in public relations consultancy and marketing communications.

Responses

What moment or experience initially sparked your interest in PR? How has your understanding of the profession evolved since then?

As a kid, I wanted to write, which got me into Journalism at IIMC. And while doing the course, I liked the PR classes taken by Jaishri Jetwaney Ma’am MORE and eventually got into PR much to the disappointment of my journalism teachers!

Given its relatively recent emergence as a profession, PR has experienced remarkable transformations over the past few decades. The progression of PR has been primarily propelled by shifts in technology, societal dynamics, and the media environment. Given the ongoing influence of these factors on communication, it is probable that PR will persist in its evolution and adjust to align with the evolving requirements of organizations and their stakeholders.

What was once limited to sending news releases, monitoring media, and securing story placements has transformed into an industry that now permeates virtually every facet of the business, reshaping communication as we understand it.

One of the most noteworthy shifts is expected to be the integration of artificial intelligence (AI) and automation into PR processes. This could involve employing AI for data analysis to identify influential figures and trends, along with automating the dissemination of press materials. Furthermore, the ascent of social media and digital platforms has heightened the importance of real-time communication, necessitating the ability to monitor and assess the impact of PR campaigns while making a difference and an impact that is in sync with the overall business objective of the organization. Consequently, PR professionals must excel in utilizing digital tools and data analysis and map them to the industry needs/requirements bring in relevance, and engage effectively with their audiences. It is imperative that amidst these technological advancements, the central focus remains on the target audience, ensuring their needs are met, making the practice of PR more audience-centric, data-driven, personalized, and efficient.

What are the recent trends of the PR industry you absolutely love?

In 2023, the world made a huge step towards a more digitalized world with the grand entrance of AI in almost all spheres of life. AI tools not only streamlined the process of media monitoring and analytics but also allowed for hyper-personalization in PR campaigns, enabling companies to engage with stakeholders in a more meaningful way.  The increasing adoption of a more humanized approach presents a significant and enduring trend in PR. Leveraging AI tools and data-driven insights, PR strategies are gaining strength and expanding their reach. Platforms facilitating two-way communication offer a valuable avenue for eliciting responses, contributing to enhanced PR campaigns. This shift enables PR to make a tangible impact on the target audience.

Secondly, PR efforts nowadays increasingly revolve around purpose-driven communication – a commitment to do good, and at this point, we are all learning as we go along. Recognizing the essential role of ethical considerations and social responsibility in modern business practices, integrating these principles into Public Relations (PR) strategies has become increasingly crucial. This involves ensuring that communications align with moral principles, emphasizing honesty, transparency, and fairness to build trust among stakeholders. Proactively addressing societal concerns and showcasing positive change, such as supporting charitable causes or championing diversity, aligns PR efforts with community values. Ultimately, the integration of business ethics and social responsibility in PR not only contributes to long-term success by building credibility but also fosters trust among stakeholders, forming a solid foundation for positive relationships and sustained prosperity. Thereby, building stronger connections with stakeholders.

The PR landscape is constantly evolving, demanding frequent shifts in roles and responsibilities. How do you navigate these changes while maintaining your passion and love for the profession?

Navigating the ever-evolving PR landscape requires a dynamic approach to adapt to changing roles and responsibilities. To maintain passion for the profession amidst these shifts, it's essential to embrace a mindset of continuous learning and stay informed about industry trends. My agency life has taught me this. Reading, networking with peers, attending conferences, and participating in professional development opportunities can provide valuable insights. Additionally, finding joy in the creative aspects of PR work, celebrating successes, and reminding oneself of the positive impact of effective communication can help sustain enthusiasm. One impactful clip in a desired publication or a policy discussion post a PR intervention is what keeps a person going! Flexibility, resilience, and a proactive attitude toward embracing change are key to navigating the evolving PR landscape while preserving a genuine love for the profession.

Many PR professionals frequently shift from one company to another throughout their careers. Does this frequent transition affect their overall love and passion for the profession? Share your guidance for those considering or experiencing career shifts in PR.

The crux of the matter lies in expectations. Job satisfaction, contentment with pay, recognition, and prospects for career advancement heavily influence an individual's decision to stay or leave a position. Those content with their current situation tend to stay, while dissatisfaction with pay, work tasks, recognition, or limited growth potential can prompt an exit. These perspectives are rooted in personal expectations related to work.

Two prevalent career strategies exist: one involves frequent moves to different roles, accumulating experience and securing higher pay with each change. The other strategy entails joining a company that promotes internal growth, where experience is gained and pay increases through internal promotions. Neither approach is inherently wrong.

In my father's case, he worked in a company that prioritized internal promotions, resulting in regular advancements and he finally retired from the organization he joined as a Management Trainee, as a Director.  Conversely, if a person is working in an industry with limited internal promotions, it will lead to him changing companies every 4–5 years, negotiating promotions with each move.

Especially in the early stages of their careers, some individuals pursue jobs solely for experience and skill development, often with no intention of remaining with a specific employer. This is evident in roles with consultancies or high-tech companies, where valuable skills are acquired, albeit sometimes at the expense of work/life balance.

When contemplating or undergoing a career transition, it's an opportune moment to strategically consider a shift and reinvigorate your professional journey.

Reflect and Evaluate:

Consider career shifts during transitions, assessing if you want to explore new roles, functional areas, or skills.

Empower Your Mindset:

Adopt empowering thought processes, such as dismissing limiting beliefs and recognizing the value of seeking support from others.

Strategic Networking:

Identify individuals for advice, including those ahead in your career, those with diverse perspectives, and those encouraging bigger thinking.

Craft Clear Asks:

Develop a clear request explaining your career transition and the need to generate viable options.

Conduct Insightful Meetings:

Request 20-minute virtual meetings, asking key questions to explore potential roles, assets, organizations, skills, experiences, and networks – limit them to about 5 or even less in order to avoid overwhelming the person on the other side

Analyze and Reflect:

Take in all information, even if it doesn't initially resonate, reflecting on your own goals and the right fitment before drawing conclusions.

Follow Up with Appreciation:

Send appreciation emails to those who offer guidance, noting action items, and promising to stay in touch, recognizing their role in your career story – you will develop a relationship that will stay

Taking these steps not only opens up possibilities but also enriches your professional narrative, making your career more fulfilling. It is important to find ways to carry your passion for effective communication and storytelling across different industries, ensuring that each career move adds value and satisfaction to your overall professional journey.

What excites you most about the future of the PR industry?

Its three-fold for me:

Elevated Strategic Role of PR:

The PR landscape is poised for a shift towards greater alignment with business and marketing, emphasizing a data-driven and results-focused approach. This evolution suggests that PR functions will likely become more strategic and thus influential within organizations.

Integration with Knowledge Management:

As content marketing plays a pivotal role in PR, future collaborations between PR and Knowledge Management (KM) professionals are anticipated. This synergy is akin to established practices in professional services and research firms where KM creates knowledge assets, subsequently leading to a thought leadership positioning by PR. This collaborative relationship could extend in both directions, with PR sharing stakeholder data with KM for value creation.

Globalization of PR:

Observations from an Indian perspective, particularly in the tech and professional services sectors, indicate a notable shift in the role and significance of regional and national news media. While they still have relevance, the focus is increasingly on securing coverage across India as well as global media outlets. The traditional emphasis on national papers is giving way to aspirations of being featured in prominent global platforms like TechCrunch, Mashable, Quartz, The Register, and The Economist, highlighting a paradigm shift in media targeting strategies. Whereas in Indian B2C companies, the emphasis is on micro and nano-influencers, especially in the FMCG industry for relevant targeting.