‘It's essential that I think beyond my team and on behalf of the entire company’

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 Prachi Chavan, Account Manager, Ruder Finn India.

Excerpts:

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

It's an absolute pleasure and I feel privileged to be recognised alongside this talented bunch of people. I couldn't be more thrilled!

When I was putting my entry together for this award, I realised how far I have come in my professional journey and have always strived to do my best and deliver quality work. With everyone understanding the importance of PR and communications, this is such an exciting time to have your work noticed by the industry. More importantly, this recognition has helped me realise my creative potential and motivated me to do better and keep adding value to the industry. Also, I have been fortunate to have had the most supportive teams and mentors throughout my career, without whom I wouldn't be here.

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

Now more than ever, public relations have proved to be imperative to any business strategy as the pandemic has caused a fundamental shift in the audiences’ preferences. They’re smarter than ever and sure of what they want which in turn gives birth to newer trends. In a world of cancel-culture, a brand needs to be hyper-aware of how inclusive they are, every step of the way. Diversity and inclusion ensure that a brand not only creates an environment that fosters consumer loyalty and trust but also improves brand perception. Another key trend that will never go out of style is content. Creating content that is authentic to your brand will always grab eyeballs and add value to the consumers’ lives which will enhance brand awareness as well as top-of-mind recall. 

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

I have always believed it's not just kids but also adults who learn from each other. Throughout my career, I have worked with people with varying work ethics and one thing that stood out is that no matter the task at hand, can people depend on you? I've seen some of my best colleagues save the day because they had their team's back and didn't hesitate to help. As an emerging leader, the foremost thing that I strive to practice at my job is ownership. I've learned that it's essential that I think beyond just my team and on behalf of the entire company; hence, I don't ever say that 'it's not my job'. I hope to lead by example and be someone my team can depend on to provide solution-oriented approaches.

Where do you see yourself in the next five years?

As a believer in the ever-growing power of communication as a tool, I hope to see myself as a well-rounded PR professional who can be a strategic counsel to brands and help them focus on brand disruption and innovative storytelling. I also want to mentor new talent, encourage fresh ideas, help hone their skills, and give back to my industry by aiding its growth.