‘Owning like it’s yours is the first step for building efficient communication strategy’

Indian women leaders are the true spirit of resilience, determination, and the ability to break barriers. To recognise the efforts of women leaders, in the PR and Corp Comm industry, exchange4media launched the 4th edition of e4m Women Achievers' Awards 2023.

The awards honored remarkable contribution 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 Pallavi Singh, Associate Director- Client Servicing, Actimedia PR and Digital, who was felicitated as the ‘Emerging Leader in PR’ at the 4^th edition of e4m Women Achievers’ Awards 2023

Excerpts:

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

It feels great. It’s an honour, and I am glad that I am able to guide and lead the next batch of PR enthusiasts, enabling them to become the PR leaders of tomorrow. If my contribution to the industry can help in bolstering the growth of 'Women in the field of Effective Communication' in any way, I will continue to impart my knowledge and experience for the benefit of future professionals.

2. What inspires you on your journey and endeavours?

Each day at Actimedia has been full of new challenges, opportunities, and learning. I have worked on a few of the most reputed campaigns like Ariel #ShareTheLoad, Whisper #KeepGirlsInSchool, Pampers #ItTakesTwo, and it has been a great learning curve. Learning never stops, and I feel the drive to do my best in everything that comes to me. That’s what keeps inspiring me. I don’t work for the brand; I work with the brand. Owning it like it’s yours is the first step towards building an efficient communication strategy.

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?

I joined this industry in 2005 - it was the days when press releases were faxed to journalists and hard copy pictures were sent. We have come a long way since then. The PR industry has evolved manifold; the addition of influencer marketing and digital to the media mix has widened the scope for brands to reach the right target audience. There is no appetite for lengthy and verbose pitches anymore. We are in the world of ‘Less is more’.

It's extremely important to understand global practices and adapt the ones that are relevant to the Indian audience. For me, gripping storytelling is a must. Every brand should craft compelling narratives that resonate with the target audience emotionally. We have the power to tell stories that are recognized worldwide.

I would also recommend the addition of digital and social media while planning your campaign. International brands do that very effectively; I particularly also like their OOH innovations. Integrating CSR into a brand's communication strategy is gaining momentum globally. Supporting a cause and driving societal or cultural change can be a game-changer. Also, brands should take efforts towards being sustainable and inclusive. These are ways of giving back to society. A brand that has the power to drive change must do so.

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

My most valuable learning from the industry would be that there is no shortcut to success, whether it’s your own journey or that of the brand. It's imperative that you stay true to what you believe in and work hard. Trust comes with time and truth.

PR and comms industry is only going to get bigger and better in the days to come. Brands will have umpteen options to choose from the media menu; however, the bigger challenge for the communicators would be to choose the message that stays with the audience for long. The power of AI and digital media would enable creative brand narratives to come to life. A good marketer and PR strategist is one who can grab the attention of the audience before he swipes next.

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

Public Relations is a dynamic and ever-evolving field that plays a pivotal role in shaping narratives, building relationships, and fostering understanding. I would like to tell the future generation of professionals to embrace change and innovation; cultivate strong communication skills; be empathetic towards people and passionate about your work; stay informed and curious and listen if you want to be heard. They have the power to shape perceptions, influence opinions, and contribute to positive change.