Industry demands not only communication expertise but also business acumen: Arwa Husain

Indian women are the born leaders who embody resilience, determination, and ability in every stage of their lives. 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 honour and celebrate the achievements of Arwa Husain, Director, Adfactors PR, who was bestowed with the 'Mentor of the Year in PR' award at the e4m Women Achievers' Awards 2023. 

Excerpts from the interview:

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

I feel extremely humbled to receive this award. To be frank, I never considered myself as a mentor. I just do my work as I believe in Karma and Dharma, and as a senior leader, it is my responsibility to ensure that the PR professionals continue to strive to do better in their craft.

2. What inspires you on your journey and endeavours?

Life would be extremely boring if it weren't for the wonderful mentors that I have had in my life. At each juncture of my life, as a child and up until now there have been a slew of people who have shaped my thinking and have been inspiring me. They have taught me to be resilient and believe in myself. It's not just about setting targets; it's about wholeheartedly believing in them and tirelessly working towards their realization.

3. 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 has evolved significantly, shifting from traditional public relations to comprehensive reputation management. It's about articulating who companies are and their values, not just their activities. This involves diverse strategies beyond conventional media, encompassing story-framing and new narrative channels. Learning from global best practices while also leading in certain areas, the industry in India is both a student and a pioneer in this global landscape.

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

One crucial insight is understanding that communication is not just an end-stage activity; it's integral to shaping perceptions from the behaviour stage. Reputation is largely influenced by conduct. Therefore, addressing and amending fundamental organisational behaviours or processes is essential before communication. This approach transcends mere storytelling and is a cornerstone for effective reputation management.

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

Our natural self is to continue to do what we have been doing. I would say that it is important to challenge yourself and upskill regularly. In today's world, the focus should be on delivering business solutions grounded in a deep understanding of business itself. It's imperative to think from a business perspective. Those who fail to align their strategies with core business objectives risk becoming irrelevant. The industry demands not just communication expertise but also business acumen.