Learning from life, a learner for life: Amrita Panja

The PR and Corp Comm industry is filled with unpredictable moments and to move forward in such moments women leaders play an important role. So, to celebrate the spirit and contributions of the women leaders 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 an emerging woman leader, Amrita Panja – Head, Knowledge Centre, Aditya Birla Sun Life AMC Limited, who was felicitated as the ‘Emerging leader in Mar Comm’ at the 4th edition of Women Achievers’ Awards.

Excerpts:

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

Any kind of recognition is always encouraging, especially when it is a coveted one like the Women Achievers Award. It is even more special as an experienced and esteemed jury presides over the selection process. Thank you to the respected jury and the entire Exchange4media team for the award for Emerging Leader in Marketing Communication. Such an award only reinforces one’s commitment and acts as a validation for the path chosen.

2. What inspires you on your journey and endeavours?

My motto is ‘Learning from life, a learner for life’. As long as I am learning and getting the opportunity to apply that learning, that is enough to keep me inspired. Communication is a profession that demands continuous learning given how dynamic the role can be. It is imperative to keep one’s eyes and ears open, keep track of trends, gain a deeper understanding of the business and industry one operates in, and combine all that in communicating effectively. To some extent my background as a journalist makes me look for the story behind the story, research, learn and understand. That always helps to tell a brand story better. This curiosity has also led me to explore roles that push my boundaries and get me on a learning curve.

To have mastery over communication is a gift and I think we communicators are lucky to possess a skill set that never goes out of relevance or utility. It is our responsibility to see to it that we hone our skills and stay sharp.

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 and Corporate Communication industry has undergone significant evolution. Having witnessed its trajectory as a journalist engaging with PR and Corp Comm professionals and later transitioning into a practitioner myself, I've seen it transform from a relatively obscure field into a crucial strategic function for businesses. Despite operating within a constantly changing landscape, its adaptability has been its hallmark.

As the Indian economy has expanded, industries and organizations have grown and evolved alongside it. PR and communications have kept pace with this growth, evolving in tandem. With technological advancements and heightened competition, businesses now navigate a complex environment. The proliferation of customer segments and expanded touchpoints necessitates communication professionals to acknowledge these changes and strategize accordingly.

Gone are the days of merely pushing out press releases; effective storytelling and creative dissemination of company messaging are now paramount. The rise of social media and mobile technologies has revolutionized information consumption, engagement, and retention. From organic media to content partnerships and influencer campaigns, communication plans now span a multitude of dimensions.

Furthermore, the media landscape has undergone drastic changes, with traditional and new media converging, alongside significant movements within the industry. Credit must be given to the PR & Corporate Communication industry for its adept manoeuvring of these changes over the years.

Looking ahead, one of the main global best practices that I foresee being implemented in India, if it hasn't already, is the utilization of AI. From enhancing productivity to analyzing datasets for tailored communication plans, technology can be harnessed to empower communication professionals. Additionally, there will be a heightened focus on using social media for managing company messaging and crisis communication. In an era where narratives can be shaped by a single viral social media post, PR and communication professionals will increasingly adopt a digital-first approach, akin to their global counterparts.

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

Some of the most valuable learning from the industry has been:

Look Beyond the Surface: In this profession, it's crucial to not take anyone or anything at face value. Therefore, thorough research and preparation are key.

Nurture Relationships: The industry underscores the significance of cultivating and nurturing meaningful connections. Building lasting friendships and professional alliances is invaluable and contributes significantly to long-term success.

Master the Art of Listening: Seasoned professionals in the field are adept listeners with keen observation skills. The ability to read the room, listen attentively, ask pertinent questions, and provide precise counsel comes with experience. Effective listening is fundamental to becoming a better communicator.

I think the industry will continue to flourish, driven by India’s economic growth and an increasing demand for diverse goods and services. The competitive landscape will further intensify, and companies will need to consistently gain and retain customer mindshare.

However, communication professionals face a unique challenge—the shrinking attention span of the audience amidst a plethora of available tools.

In response, personalized curation tailored to specific audience segments will become indispensable. While some audiences may prefer long-form content, others may favor bite-sized, visually appealing information, possibly in their local language. Brands must cater to these varied preferences. Furthermore, data-driven approaches and analytics will play a crucial role in shaping communication strategies.

I also think the media mix will change; in a way, it is already changing. One can expect the increasing importance of content marketing in communication plans, and it is a wide canvas there. Thought leadership content and knowledge marketing initiatives will be instrumental in establishing differentiated positioning in a competitive market. Overall, the industry is geared for an era of knowledge-driven and digital-first thinking and practices.

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

Never lose your sense of curiosity about the world and remember that the most valuable investment you can make is in yourself. Continuously seek to expand your knowledge by exploring different subjects, engaging with diverse individuals, and pursuing courses that align with your interests and professional goals. In today's fast-paced world of technological advancement, ongoing learning and skill development are essential.

Approach your profession with a knowledge-driven mindset, striving to provide well-informed solutions to the businesses you work with. Stay updated on media trends and developments, familiarize yourself with journalists' beats and recent stories, as these insights can greatly enhance your ability to initiate meaningful conversations and build lasting connections.

Be selective about the company you keep, surrounding yourself with individuals who inspire and challenge you to grow. While you'll encounter various personalities in your professional journey, prioritize investing time in those who support your personal and professional development. Learning to discern and cultivate these meaningful relationships may take time and experience, but it's a valuable skill worth honing.