‘Implementation of a strategised PR approach results in increased awareness’

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 Nicole Fernandes – PR Manager - Brand Communications, Madison PR.

Excerpts:

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

Being listed among the e4m PR and Corp Comm 30 under 30 winners makes me feel extremely happy. Winning this prestigious accolade encourages me to further enhance my skill set, inspire many more youngsters to join the industry, emphasise on the value one adds to the process of brand building etc. This recognition is a tribute to all my mentors and brands who believed in me by positively acknowledging my talent of leveraging different PR tools for innovative ways of storytelling to ensure the right brand narrative reaches the stakeholders.

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

Gone are those days when PR only meant writing press releases and scheduling timely meetings between journalists and spokespersons of respective brands. The pandemic has been an eye-opener, in terms of understanding the importance on how the success of any business/ PR strategy also depends on the change in consumer behaviour. Market surveys were taken digitally, redesigning the product according to the need of the hour, customized service offerings, a detailed study on targeting new markets have helped brands survive in the market, with a strong backup of a strategised communication approach. To ensure impactful PR for brands across different sectors, communicators have started adopting a 360-degree approach which includes market research, an in-depth understanding of what makes news and aligning it with the brand goals and maintaining the brands’ positive reputation through different forms of media.

In fact, the lockdown period helped communication strategists empower brands by emphasising the importance of virtual meets and reaching out to the vernacular language-speaking individuals aka potential consumers, leveraging podcasts as a meaningful tool and providing exposure to digital media platforms. Implementation of a strategised PR approach results in increased awareness and consumers’ interest in recognising a product and positively changing the perception of the brand.  

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

Hard work, passion and an ambitious attitude are what help every communication professional achieve the goals for one’s agency and the brands efficiently handled. The best advice that I will always remember from one of my mentors is ‘Never quit before trying. You will always discover new strengths and come up with unique ideas while mapping the PR roadmap for brands across different sectors. This has helped me to sail through some challenging days. This has helped me convert my go-getter attitude into implementing new PR strategies and exploring new media platforms.

Where do you see yourself in the next five years?

As a Communications professional, the success of brands that I have handled, across different sectors, allowed me to immensely contribute to the narratives of the brand. My aim in life is to ensure every brand, irrespective of being a start-up or an MNC enables a better future for its customers. However, the learning doesn’t stop at this. This profession has a lot more to offer. It has encouraged me to take ownership of brands, think for solutions for different challenges and manage the team at different levels while working in different PR agencies. It continues to help me wear the cap of a journalist and the shoes of a communication strategist while moving the investment and stakeholders' interests towards the brand/s graph upwards with every single narrative across influencers, journalists, end consumers, investors and other stakeholders in the ecosystem.

Through the implementation of a strategic approach and detailed analysis of understanding the potential consumer markets, I look forward to opening doors for brand/s to understand the new partnership opportunities across different geographies, what could ensure better customer engagement and how can technology be utilised most efficiently across the globe.