‘I see myself in a leadership role with more transparency, experience and expertise’

The exchange4media PR and Corp Comm’s 30 Under 30 Awards identifies next generation leaders in the PR and corporate communications industry. It honours some of the brightest professionals, entrepreneurs, game changers and achievers of the industry under the age of 30. 

The ‘30 Under 30 series’ features the winners who share their experiences, trends they have observed in the domain and where they see themselves in the next five years.

In today’s series, we speak to Nimisha Mathur, Account Manager, Adfactors PR.

Excerpts:

How does it feel to be recognised and honoured for your contribution to the industry?

I feel surreal, elated and thankful for receiving the prestigious e4m PR and Corp Comm 30 Under 30. It means so much to me that the work I am so passionate about also resonates with so many industry leaders and peers. This award is definitely a great source of motivation, and offers encouragement to give more to the industry and its stakeholders. I also hope that this recognition of my work can serve as an inspiration to others in the field. But to say that I did this all alone would be untrue. I am grateful to have inspiring leaders, mentors and contemporaries who have motivated me to be a better version of myself at every step. I am lucky to have friends and family who never lose faith in me and constantly push me to excel in whatever I do. More than feeling honoured, I feel blessed and all the more motivated to take up everything that this beautifully - chaotic world of PR throws at me.

What are the key trends that you have noticed in the past year in the PR and Corp Comm domain?

The new normal. Far from being a cliché, the pandemic has truly changed the way business works. The pandemic was an evolutionary moment not just for businesses but also for industries at large. Case in point being communication and media. With marketing budgets as the first ‘costs’ being cut, brands and communication teams worked hard to understand economical ways to reach their audience. One of the first trends to emerge was a shift -  brands moved away from single-track communication to more human-centric stories. Another key takeaway was that there is still no substitute or short cut for ‘storytelling’. Most brands, both in B2B and B2C industries, relied on real/human stories. This gave PR professionals an opportunity to scratch beneath the surface of manufactured communication and create a big impact on the audience and stakeholders. Newer ideas were born, which were data-driven and technologically-led. This indirectly increased the reach of these ideas. Narrating real-life experiences, stories of struggles and successes, and building human bonds remain to be a strong and steady trend that's here to stay.

What is that one industry lesson/ experience that you will carry with you throughout your career?

During my post-graduation at the Indian Institute of Mass Communication, our advertising professor had said, ‘First creative idea is the murderer of the big creative idea’. I am out of college but this line remains as relevant to my career today as it was back when I was a student. At times, we don’t push ourselves enough. We succumb to external factors like client deadlines, budgets or lack of resources. It is here that we choose to settle for mediocrity, which often leads to ‘not so great results’. I take my brainstorming sessions very seriously and try to present ideas and advisories that are well-researched and fresh. Therefore, for me, my greatest learning is that the first idea is only the beginning; it only sets the ball rolling. It is up to us to add momentum to that and create something that earns not only client delight but visible results.

Where do you see yourself in the next five years?

I am optimistic and committed towards both my personal and professional goals. I aim to push myself and excel at every challenge while making space for new learnings and responsibilities in the next five years. I see myself in a leadership role with more transparency, experience and expertise. I aspire to do all this by never stopping to learn-unlearn. Thus, enhancing my skill set and making myself #FutureReady every step of the way. I intend to continue building my foundation in public relations and communications by exploring new ways and techniques to service my clients better. In the next five years, I plan to visit at least four new countries and learn about the PR and communications practices there. I aim to broaden my horizon with global exposure. Lastly, I see myself leading a happier, healthier life with a sound mind.