'Brands & leaders who fail to cultivate social media presence will miss out'

As communication becomes increasingly vital in business, women entrepreneurs play pivotal roles in shaping narratives, managing reputations, and fostering effective communication strategies. So, to celebrate their contributions to the PR and Corp Comm industry, exchange4media launched the 4th edition of e4m Women Achievers’ Awards 2023.

The awards honoured the remarkable contributions of numerous incredible women leaders, achievers, and trendsetters who have shattered glass ceilings, overcome challenges, and paved the way for a more inclusive and diverse future in the PR and Comm Industry.

This time, we celebrate the achievements of an emerging woman entrepreneur, Kiran Ray Chaudhury, Co-founder of 80 dB Communications, who won the ‘Entrepreneur of the Year’ award at the 4th edition of e4m Women Achievers’ Awards 2023.

Excerpts:

Congratulations on your win at the e4m PR & Corp Comm Women Achievers Awards 2023. How do you feel?

A big thank you for this recognition. I stumbled into entrepreneurship, which has been a fulfilling and exciting journey. The award is a recognition of the entire team's hard work at 80dB Communications. This undoubtedly adds to our confidence and serves as both a milestone and a motivator, spurring us to create even greater value for our clients.

This recognition is also a reminder that it takes a village. So, I wish to express my gratitude to my family and friends, including my ex-colleagues and ex-boss, who have cheered for me along the way.

What inspires you on your journey and endeavours?

A passion for continuous learning, growth, and the pursuit of creative solutions fuel my journey and endeavours. The business of PR provides us with ample opportunities for this; no two days look the same, and by virtue of the brands we work with - from tech to lifestyle, provide a large canvas for creativity and learning both. I’ve always been inspired by the process of bringing innovative ideas to life and challenging the status quo. 

Further, there’s a profound fulfilment in fostering an environment where the team at 80dB can thrive—celebrating their achievements and supporting their journeys. I love working with our team, and I really look forward to seeing them every day and showing up for them.

In what ways have you witnessed the PR and corporate communications industry change and evolve over the years? What global practices would you see implemented in India?

The PR industry is in a state of constant flux and change, more so in the last few years. Primarily with the advent of digital media and data analytics. Global practices like integrated communications, strategic storytelling, and predictive analytics are increasingly relevant in India. Implementing these practices in India involves adapting them to fit the unique Indian context:

Integrated Communications: In India, with its diverse languages and cultural practices, integrated communications must account for regional nuances. Crafting messages that resonate across India’s multifaceted tapestry would require an understanding of local sentiments and regional media platforms, in addition to national-level outreach.

Strategic Storytelling: This involves creating narratives that can connect with the Indian consumer on a personal and emotional level. The stories should reflect local values and address the issues that matter to the Indian audience. They must be relatable across urban and rural divides, considering the varying degrees of media consumption patterns.

Predictive Analytics: Analytics tools can be used to gauge media consumption patterns, anticipate the rise of certain trends within the Indian market, and predict the effectiveness of various communication strategies. However, this would need to be balanced with the varying levels of literacy in the country.

Tell us about your most valuable learning from the industry. Where do you foresee the PR and comms industry in the coming days?

First and foremost is the importance of reputation and the recognition of its fragility. As stewards of our clients’ reputations, we must, therefore, act with this awareness, and everything we do must be done with the preservation of this asset in mind. 

The other is the importance of learning, being agile and curious. The role of PR is to bring insight into what’s happening in the economy, cultural trends, and competitor activity, a rounded viewpoint of what matters. This necessarily requires one to be curious, aware and nimble-footed to be able to connect the dots. 

However, one thing that stays the same, the basics, regardless of the change, is that people enjoy working with people. As such, I’ve always placed a lot of emphasis on really getting to understand our clients and what they wish to accomplish. Being a true partner to the brands we work with is not going to go out of style. Of course, tech/AI today is a huge enabler and will only continue to grow, but it simply can’t replace this!

PR and Comms have been moving into a more pronounced role and this year should be no different, with PR becoming more confident about the value of their work. With the lines between marketing and PR continuing to blur would require seamless integration of strategies that speak directly to business goals and customer engagement. Good ideas can come from anywhere today, and the opportunity for PR & Comms to contribute, in fact, to lead are open.

Internal communication will rise in prominence, becoming more strategic as organizations begin to understand the power of their employees as brand ambassadors. Moreover, social influence remains a powerful tool. Brands and leaders who neglect to cultivate their social media presence will miss out on harnessing this expansive yet cost-effective resource to their advantage. 

As digital engagement deepens, the challenge of misinformation will escalate. PR practitioners will be required to be extremely vigilant here, leveraging AI and machine learning not only to identify false narratives but also to understand and mitigate their impact. 

What would be your message to the future generation of professionals?

To the future generation of professionals, I offer this advice, particularly in the context of the current sentiment of moderate growth expected in the PR industry this year, especially coming off the high trajectory of growth enjoyed till last year. Embrace patience. The trajectory of growth and success is rarely a steep incline; more often, it’s a series of gradual ascents and plateaus. The temptation to hop rapidly from one opportunity to another can be alluring, especially when progress feels sluggish. However, there is profound value in sticking with challenges, as they often lead to deeper learning and more significant achievements. Cultivate a mindset geared towards growth and learning. The wealth of knowledge available today is unprecedented. Use it to your advantage. Stay curious, keep updating your skill set, and remain adaptable. The ability to learn, unlearn, and relearn is essential in an ever-evolving professional landscape.

Lastly, remember that your career is a marathon, not a sprint. Seek out mentors, build a supportive network and invest in relationships. Your career path is uniquely yours—chart it with intention and thoughtfulness. It’s good to have clarity on not just where you want to go but who you want to be as well!