Impact of social media on PR & Communication will only intensify: Nidhi Sabbarwal
Nidhi Sabbarwal was awarded as the ‘Emerging Entrepreneur of the year’ at the e4m Women Achievers’ Awards
Women have made significant strides in PR and Corp comm, both as practitioners and as leaders. So, to celebrate the spirit of the women leaders who are breaking barriers in 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.
In this series, we have Nidhi Sabbarwal, Director PR, PRtainment Media & Communications Pvt. Ltd, a proficient corporate communication professional who holds a decade of experience in the Public Relations and Communications realm. She was bestowed with ‘‘Emerging Entrepreneur of the year’ at the 4th edition of e4m Women Achievers’ Awards.
Excerpts:
Congratulations on your win at the e4m PR & Corp Comm Women Achievers Awards 2023. How do you feel?
Winning at the e4m PR & Corp Comm Women Achievers Awards 2023 is truly an honor and a moment of immense joy. It feels gratifying to be recognized for the hard work and dedication that the entire team at PRtainment Media & Communications has put into our projects. This award is not just a personal achievement, it is an inspiration for me and the team to continue pushing boundaries, encouraging innovation, and maintaining the high standards we've set for ourselves in this industry. I'm grateful for the support of my team, clients, and everyone who has been a part of this journey. This recognition motivates us to strive for even greater excellence in our work and reinforces our commitment to delivering impactful and effective communication strategies.
What inspires you on your journey and endeavours?
What inspires me is the dynamic nature of this industry. Being able to witness the positive impact of our communication strategies on clients, brands and the audience fuels my passion. I am inspired by the opportunity to contribute to shaping perceptions, building reputations, and facilitating meaningful engagements in an increasingly interconnected world.
Moreover, the talented and dedicated team at PRtainment Media & Communications serves as a constant source of inspiration. Collaborating with individuals who share a commitment to excellence and creativity is energizing. Together, we navigate challenges, celebrate successes, and drive each other to reach new heights.
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?
Over the past decades the field of PR and corporate communication industry has undergone a huge transformation. The advent of social media and the accelerated shift to digital platforms has presented challenges and opportunities. And as the Co-founder & Director of PRtainment Media & Communications, I have witnessed firsthand the radical shift in our industry. One of the significant drivers of change has been the integration of Artificial Intelligence (AI), Digital technologies, Sustainability, and Innovation into our practices. These areas have become key focal points for leaders in the PR industry. The dynamic nature of digital communication demands a constant exploration of innovative strategies, and using AI has become instrumental in understanding audience behavior, refining messaging, and enhancing overall campaign effectiveness. In the sector of corporate communications, we have moved away from traditional one-way messaging to conversations that are authentic, dynamic and interactive. Social media engagement, establishing a strong online brand presence, and embracing transparency and personalization have become fundamental aspects of effective corporate communication.
The global practice that I would like to see India implement is the adaptation of digital innovation and involve more and more advanced technology like AI and ML so that communication strategies improve and become more efficient. India's diversity requires personalized and culturally relevant storytelling for successful PR campaigns. As a leader at PRtainment Media & Communications, I'm dedicated to aligning with these global best practices while fine-tuning our strategies to fit the unique aspects of the Indian market.
Tell us about your most valuable learning from the industry. Where do you foresee the PR and comms industry in the coming days?
One of the most valuable learnings from my journey in the PR and communications industry is the significance of embracing an integrated format. Understanding that 'owned media' lies at the core of powerful storytelling has been transformative. Aligning earned media, shared media, and paid media with the brand's unique voice across platforms like the website, LinkedIn, Instagram, and YouTube ensures a cohesive and impactful communication strategy.
Another crucial insight is the escalating role of social media in our industry. As more people access and engage with various platforms, the impact of social media on public relations and communication strategies will only intensify. Therefore, recognizing and harnessing the power of these platforms is key to staying relevant and effective in the evolving landscape. Looking ahead, I foresee the PR and communications industry continuing its trajectory towards digital dominance. The fusion of cutting-edge technology, alongside a persistent focus on eco-conscious practices, and the transforming role of social media will shape the industry in the days ahead. The future holds exciting possibilities, and I am enthusiastic about steering PRtainment Media & Communications towards continued growth and innovation in this dynamic landscape.
What would be your message to the future generation of professionals?
My message to the future generation of professionals is to just embrace the journey with an open mind and an insatiable appetite for learning. Our industry is constantly evolving therefore, staying curious and proactive is very important to stay ahead of trends and emerging technologies that can shape the PR industry.
Additionally, build strong relationships, not just with clients but also within your team and across industries. Collaboration and effective communication are the cornerstones of success in our line of work. Surround yourself with talented and diverse individuals who can challenge and inspire you. The relationships you build can open doors, offer valuable insights, and provide a support system throughout your career.
