Industry is undergoing a paradigm shift towards digital integration: Nandini Chatterjee

In recent years, women have played a pivotal role in transforming the public relations (PR) industry, bringing innovation, strategic thinking, and a fresh perspective to the forefront. 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 edition, we celebrate the contributions of Nandini Chattterjee, Former Chief Marketing & Communications Officer at PwC India. During her 21 years at PwC India, she advised PwC business verticals for their marketing and communications strategy, both on digital and conventional channels, promoting growth and profitability.

Excerpts:

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

Receiving the Lifetime Achievement award at the e4m PR & Corp Comm Women Achievers Awards 2023 is truly humbling and immensely gratifying. For me, it is the appreciation of a journey marked by both personal and professional evolution—a journey that involved navigating challenges, achieving diverse milestones, and often reflecting on how things could have been done differently. Throughout this journey, there has been a steadfast commitment to making a positive difference and experiencing the joy that comes from contributing meaningfully.

This award is more than an individual accomplishment; it's a recognition of the collective efforts of everyone who accompanied me on this journey and made it profoundly significant for me. In particular, my team in each organisation, who shared the victories and weathered storms together. Together, we endeavored to add value to people's lives, enhance brand experiences and contribute positively to our community.

The recognition reaffirms that the time invested in this profession has been not only worthwhile but also impactful.

What inspires you on your journey and endeavours?

I find inspiration in taking on new challenges and constantly learning. Passion drives my efforts, as I put in hard work and enthusiasm in what I decide to do. I'm always on the lookout for ideas that can positively impact my team or brand. The thought of making things better, adding value and learning from others keeps me motivated, has me enjoying what I do.  

Empowering women colleagues has always been a big focus for me, and it's truly fulfilling to see their growth and success. Creating an environment where women feel supported, valued and encouraged to unleash their full potential has been important for me. I believe in breaking down barriers and stereotypes that might hinder their progress, fostering a culture of empowerment where every woman feels confident, capable and recognised for her unique contributions. The collective success of many women whose lives I had the opportunity to touch has been extremely rewarding.

I've too faced numerous roadblocks. My approach is to first dig my heels in, remind myself that this is not the first time, and I will figure out a solution. Then, I navigate around them, seeking support from my network during tough times. Most importantly, the unwavering support of my family, has been my strength throughout.

Various people inspired me along the way, from the practical approach of leaders like Indra Nooyi to the brilliance of charismatic leaders I've worked with, and even the enthusiasm and fresh ideas of young go-getters.

The most meaningful part of my journey is the people I've met and the friendships I've made over time. These connections have been crucial to my growth, both professionally and personally. It's the shared experiences and support from these relationships that have made the entire journey more enriching and worthwhile.  

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?

We have come a long way, seeing significant transformations in the PR/Communications industry, especially in recent years.  Some of the notable changes that I am seeing are:

• Increasing complexity in reputation risks: Social media’s influence has made information dissemination just a click away, and that has brought about the need for agile and real-time approach to communication. Crisis situations in the digital era have therefore become even more complex and navigating them, managing reputation risks, is going to test the mettle of communication professionals.
  
  
• Digital Integration and personalisation: The integration of digital platforms and technologies continues to deepen. Marketing and communication professionals will leverage social media, data analytics, and emerging technologies to undertake data-driven decision-making. So, whether it is to evaluate the impact of communication campaigns, personalising messages to specific audience segments, tailoring communication to individual preferences and behaviors…fine-tuning strategies based on measurable outcomes will become a standard practice.
  
  
• Sustainability and Social Responsibility: Companies will continue placing a stronger emphasis on communicating their commitment to sustainability and social responsibility. ESG (Environmental, Social, and Governance) considerations are gaining traction in India, and will continue to be integrated into communication strategies as stakeholders demand transparency on these fronts.
  
  
• Authenticity: The importance of transparency and authenticity in communication will only go on increasing as brands are expected to be more open, honest, and socially responsible.
  
  
• Storytelling: The intrinsic power of this age-old art to captivate and engage audiences will be an essential tool for any communication. In an age of short attention spans and information overload, well-crafted narratives that humanise data and complex situations, resonate emotionally with the audience, foster deeper connections, and facilitate meaningful engagement will inspire action and foster trust.
  
  
• Influencer Collaboration: Going forward I see an increasing shift toward influencer marketing, where brands collaborate with influencers aligned with their values to amplify brand messages, enhancing authenticity and credibility. This creator economy will deepen and brand deals will become more prevalent in India's communication landscape.

In summary, the industry is undergoing a paradigm shift towards digital integration, data-driven decision-making, transparency, sustainability, impactful storytelling, and increased reliance on influencer collaboration.

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

The world of PR and communications is changing rapidly, and this trend is set to continue. Companies now understand the significance of PR/Comms, especially the need for specialists in reputation management.

Here's what I think we'll see in the future:

1. Blurring of lines between marketing and PR/Comms: The distinction between marketing and PR/Comms is fading. It's crucial for both professionals to understand business objectives, align all external outreach with business priorities, and adopt an integrated 360-degree approach to campaigns. This requires both teams to align approaches, messages and strategies, and assess the overall impact on business outcomes.
    
2. Enhanced role of Internal Communication: The significance of Internal Communication is on the rise, engaging employees throughout their lifecycle, from pre-hiring to alumni status. Recognising that employees, both current and former, are valuable advocates, organisations are now prioritising staff engagement throughout the year. This emphasis requires Communication professionals to think of creative and relevant ways to engage and utilise brand handles effectively to showcase the organisation's commitment to employee well-being. Also, in times of crises, if staff are well-informed about the organisation's perspective and the actions being taken, their goodwill can be of immense value.
   
   
3. The future Marcom professionals: These individuals will extract meaningful insights from large datasets using advanced tools and technologies. They will make decisions based on evidence and create strategic approaches informed by empirical data. What will set them apart is not just the reliance on data analytics but also the ability to balance this quantitative approach with creative thinking and real-world experience. This combination will position them as holistic problem solvers, capable of addressing complex challenges with a comprehensive and well-rounded approach.
   
   
4. Purpose driven work: Organisations are increasingly recognising the importance of purpose, integrating it into their business strategies. This presents marcom professionals with the opportunity to engage in purpose-driven initiatives, ensuring that marketing aligns with the organisation's core values. PR/Comms professionals will play a key role in reinforcing trust through campaigns that convey authenticity and credibility. 

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

Navigating the path to success requires a blend of professional and personal principles. Here are some suggestions to guide future professionals on their journey:

Professional Front:

1. Dream big and challenge stereotypes.
2. Embrace digital thinking but prioritise building genuine networks and relationships. Support others when they are least expecting, and not just when they hold authority.
3. Prioritise your team—they empower you to achieve more.
4. Having a mentor within the organization is crucial; someone who recognises your value, helps remove obstacles, advocates for you, provides guidance, and actively supports your growth.
5. Define success not only by personal accomplishments but also by how you contribute to others' achievements and inspire and encourage them.

Personal Front:

1. Invest in yourself; knowledge is essential. Continuously acquire new skills and knowledge, even outside your domain.
2. Enjoy your work; if you love what you do, boredom won't be an issue. If you're unhappy, consider making changes promptly.
3. Cultivate a balanced and happy home environment that provides the peace needed to pursue your dreams.