'Integrated communication strategies and data-driven insights gaining prominence globally'

To celebrate the spirit of Indian women leaders who embody resilience, determination, and the ability to break 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 feature and celebrate the achievements of the outstanding achievers. Today, we have Kaveri Roy, Vice President, Planning & Digital – FleishmanHillard, who was awarded as the ‘Emerging Leader in PR’ at the 4th edition of e4m Women Achievers' Awards 2023.

Excerpts:
Congratulations on your win at the e4m PR & Corp Comm Women Achievers Awards 2023. How do you feel?
In the PR and Communication industry, most of us often find ourselves behind the scenes, orchestrating campaigns and facilitating client successes. So, personal recognition and accolades are a rare and cherished occurrence. I've always recognized the difficulty many women face in openly discussing their achievements, it’s common for us to grapple with imposter syndrome or to downplay our accomplishments. That's why being acknowledged at the e4m PR & Corp Comm Women Achievers Awards 2023 fills me with a sense of accomplishment. Moreover, being recognized alongside some of the industry's finest talents serves as a powerful inspiration. My heartfelt gratitude goes out to the respected jury members and the entire Exchange4media team for this honour.

What inspires you on your journey and endeavours?
What ignites my passion along this journey? If I were to distil it down, it's about gathering a wide range of experiences while young and then diving deep once wisdom sets in. I kicked off my career as a journalist, but my journey took a decisive turn with the rise of digital media. I moved to content marketing because, well, it was the hot new thing. Soon after I upskilled myself to move to digital communications and performance marketing. And as the landscape evolved, I witnessed the integral role of planning and strategy in effective communication across platforms, I dedicated myself to refining these skills, making them my core + 1 strength. So personally, it’s been about commitment to growth – from journalism to strategic planning to digital marketing, and now, driving business growth.

What keeps me going on this wild ride? I've always been drawn to the art of storytelling. I find inspiration in the power of narrative to build not just effective but iconic communication that stands the test of time. Being a Planner at heart, I thrive on the magic of insights and strategic storytelling. It's amazing every challenge, big or small, presents an opportunity to create impactful brand moments, drive business success, and contribute to a greater purpose.

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?
To say that the PR and corporate communications industry has evolved would be an understatement. The rise of digital media, social platforms, and real-time communication transformed the landscape globally, and India has not been an exception. We've transitioned from solely focusing on traditional media coverage to strategizing media outreach based on audience insights. Our approach has shifted from crisis management to proactively building and maintaining reputation. We've moved beyond issuing one-off releases to executing long-term ROI-driven campaigns. Today, PR and corporate communication is more intertwined than ever with marketing efforts, collaborating closely to boost awareness and cultivate brand loyalty.

There's a growing understanding that as modern communications professionals, we play a crucial role in driving our clients' business objectives. And I think this will change a lot of practices in India. I see strategic communication and integration becoming more central to reshaping perceptions, reputations, and decisions. In this era of data deluge, our role as communicators has transformed into that of ideates and creators, ones who can sift through the noise and identify thoughts that thrive amidst this saturation. Enduring conversations requires seamless integration across various platforms to ensure a unified message.

Also globally, there's a trend towards a creative consultative approach. This approach is much-needed in the Indian communication landscape as it acknowledges that business problems often share common themes but if we can interpret business problems differently, develop innovative solutions, and leverage a deep understanding of its goals and challenges, we can drive impactful conversations and business outcomes.

Tell us about your most valuable learning from the industry. Where do you foresee the PR and comms industry in the coming days?
Reflecting on my experience in the industry, one key lesson stands out: the importance of embracing uncertainty. Rather than futilely attempting to predict the unpredictable, I've learned the value of preparedness for a spectrum of potential outcomes, including those that defy conventional wisdom. Take Generative AI, for instance—it won't supplant our roles but can streamline research processes, yet it cannot replace the human insight essential for crafting impactful campaigns. At the same time, we shouldn't dismiss AI's significance, especially for refining our strategies.

Moreover, it's important to question predictive models and so-called 'expert' opinions. Skepticism towards consensus and mainstream views is warranted, as they often neglect rare yet influential nuances. Furthermore, it's not merely about staying abreast of emerging trends and technologies but mastering them to achieve unparalleled outcomes. This underscores the significance of early adoption, particularly in leveraging marketing technologies like Generative AI to optimize data utilization and elevate creative outputs, thereby empowering our future endeavours.

Beyond Martech, in the future, I see the PR and communications industry undergoing a recalibration to ensure we produce compelling work that sparks conversations, irrespective of the platforms involved. The focus will shift towards fostering cultural significance, initiating dialogues, cultivating audience trust, and ultimately driving business growth. Authenticity, purpose-driven messaging, and inclusivity will take precedence, aligning PR and communication efforts with broader marketing and organizational goals, which may accelerate the efforts for communication to earn its rightful place at the strategic table.

What would be your message to the future generation of professionals?
For the next generation of PR and communication professionals, I would just say that you need to specialize in one specific area but there's immense value in being a "jack of all trades." Versatility is an understated but sought-after trait. Being a jack of all trades doesn't mean spreading yourself thin or lacking depth of knowledge. Instead, it means having a broad understanding of various aspects of marketing, from social media and content creation to analytics and branding. It's about being adaptable, agile, and able to pivot seamlessly between different roles and responsibilities. Of course, this also requires a commitment to continuous learning. It means staying up-to-date with the latest industry trends, attending workshops and webinars, and seeking out opportunities for professional development.

While specialization certainly has its place in our world, there's undeniable value in being aware and informed. So embrace your curiosity, keep learning, and don't be afraid to wear many hats – it might just be the key to unlocking your full potential in the world of marketing.