My inspiration stems from the dynamic nature of comms industry: Shalini Gupta

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 of the women leaders for mentoring the next generation of professionally in the PR and Corp Comm industry, exchange4media launched the 4th edition of e4m Women Achievers' Awards 2023.

The awards honored 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 honor and celebrate the achievements of Shalini Gupta, Founder and CEO of Secret Sauce Communications. She leverages her extensive B2C and B2B experience and helps startups and businesses to execute effective marketing and branding strategies that generate leads, increase conversions, and build long-term customer loyalty. She was felicitated with ‘Entrepreneur of the Year’ award at the 4^th edition of PR & Corp Comm Women Achievers’ Awards.

Excerpts:

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

Thank you so much Exchange4media Team led by Dr Anuurag Batra and Nawal Ahuja supported by Karan Bhatia. You have always supported me in this new journey last 3 years. Winning this e4m PR & Corp Comm Women Achievers Award 2023 is truly an honor and a humbling experience. It's an affirmation of the hard work and dedication put into my profession, and I feel incredibly grateful for the recognition and I humbly accept it from all my team members at Secret Sauce

What inspires you on your journey and endeavours?

My inspiration stems from the dynamic nature of the communications industry and the various companies across sectors who could progress a lot with minor strategic changes in their overall communication structure. Sometimes we ignore the basics and that is always the foundation of starting the communication journey.  And my job as a consultant is to help startup founders, MSMEs and SME heads and even mid-sized corporate CXOs to see it beyond their daily operations and work. The constant challenge is to innovate and adapt to newer audiences, new sectors and teams. Additionally, witnessing the positive impact effective communication can have on individuals and organizations is a powerful motivator for me and my team in this journey.

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?

Over the years, the PR and corporate communications industry has undergone significant transformations. The rise of digital media and social platforms has revolutionized the way we communicate beyond traditional media. Globally, integrated communication strategies, data-driven decision-making, and a focus on transparency including AI have become key trends. I believe in constantly reinventing and implementing purposeful communication in India which would enhance the effectiveness of communication strategies.

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

One of the most valuable lessons I've learned in the industry is being authentic and building and maintaining relationships. Trust and credibility are the cornerstones of effective communication. Looking ahead, I foresee the PR and comms industry continuing to evolve with a greater emphasis on authenticity, diversity, and inclusivity. The industry will likely become more data-driven, leveraging analytics to measure and optimize communication efforts.

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

To the future generation of professionals, I would advise embracing change and staying adaptable with a focus on purposeful communication for a sustainable future. The communication landscape is ever-evolving, and is open to new ideas and technologies. Developing strong interpersonal and networking skills, as relationships are fundamental in our field. Lastly, never underestimate the power of continuous learning – stay curious, stay informed, and be passionate about making a positive impact through your work.