Creativity has consistently served as the pathway out of crises: Bhaskar Majumdar

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 Bhaskar Majumdar, Head – Marketing Communications, CSR and Digital, Egis – India and South Asia from the crucible of challenges to the summit of success.

Excerpts:

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

When I embarked on my career journey in the mid to late 90s, I chose the field of advertising, which was already a well-known and established industry compared to PR at that time. Working in advertising was an incredible experience, particularly being part of the creative team, where I discovered a completely different world of creativity and strategy.

Transitioning to a boutique PR agency, CMCG was a fortunate move for me. Working with renowned brands, I noticed a clear distinction in PR—especially in terms of my interactions with senior management. Unlike in advertising, where such interactions were rare for junior professionals, in PR, I found myself engaging frequently with senior figures from various reputable brands. This exposure gave me invaluable insights into business operations, core strategies, and messaging. Participating in media interactions where I had the opportunity to accompany MDs and CEOs of companies during interviews provided a different level of satisfaction. Being sought after for specialized tasks and having senior leaders value my input was truly gratifying.

In the early stages of my career, one of the biggest challenges was explaining to my family what exactly I did. Back then, access to information about the industry was limited to the bare minimum of newspapers, with no social media presence. However, with the advent of digital transformation, the landscape has changed dramatically. From the days of #Orkut to #Podcast, the industry has evolved into a multi-specialty function that extends far beyond its traditional boundaries.

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

There has been a significant shift in how campaigns are planned, and the media mix they entail. Brands are now embracing what they term "Integrated Communications," where digital and traditional approaches are interwoven. With digital and social media becoming predominant channels for content consumption, the role of PR professionals and corporate communications experts has evolved from solely focusing on media relations to adopting a more strategy-centric, omnichannel approach. The choice of media mix depends on various factors such as the nature of brands, services, and products, as well as the target audience and markets they aim to reach. Digital media offers real-time engagement, instant communication, immersive experiences, and creative adaptability, making it a preferred platform for many brands. Communication and messaging through digital channels are often perceived as more impactful, especially given the shift in consumer behavior post-pandemic. In the contemporary landscape, communication professionals operate within a multidisciplinary framework, characterized by agility and data-driven insights. The modern Corporate Communications function is dynamic, responsive to market trends, and adept at leveraging a diverse array of channels to achieve strategic objectives.

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?

During the COVID-19 pandemic and subsequent lockdowns, many brands faced financial strain, leading to cautious spending on marketing initiatives. However, the necessity for visibility presented an opportunity for the communication industry to thrive. The role of marketing communication expanded, with a notable emphasis on paid engagements, particularly in social media, paid amplification, and influencer management. "Change remains the sole constant," and its benefits unfold when it aligns with evolving times, recognizing that time itself stands as one of the most influential game-changers. Encouraging a transition from being a cost center to becoming a value creator is crucial. Creativity has consistently served as the pathway out of crises. Communicators are assuming an increasingly pivotal role as change agents, facilitating continual transformation.

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.

Indeed, change is inevitable, and it's common for PR professionals to transition into various roles such as public affairs, HR, marketing, and CSR, among others. Their background in PR equips them with valuable skills that enhance their performance in these new roles. The learning and experience gained in PR contribute significantly to stakeholder management, messaging, engagement, and other critical aspects across different functions. This diverse expertise enables professionals to excel and bring added value to their respective roles.

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

Public Relations is a field that is constantly evolving, and professionals need to be able to adapt to new technologies, platforms, and trends as they emerge. What excites me personally is the continual evolution and adaptation to the changing landscape of communication. With advancements in technology and the emergence of new platforms, PR professionals have unprecedented opportunities to innovate and engage audiences in more meaningful ways. The integration of data analytics, AI-driven insights, and multimedia storytelling opens endless possibilities for crafting compelling narratives and building authentic connections. Moreover, the industry's increasing emphasis on diversity, inclusion, and ethical communication practices promises a more equitable and impactful future. Ultimately, the dynamic nature of PR ensures that it remains a vibrant and indispensable force in shaping public discourse and driving positive change.

 As I mentioned, my transition from Orkut to the latest generation of tools has been incredibly fulfilling.