PR always keeps challenging its practitioners to be better each day: Archana Jain

February is the month of love, also known for celebrating romantic connections. But it can also be a time to reflect on a different kind of love: the ‘Love for our Profession’. For PR & Corp Comm professionals, this love goes beyond daily tasks and deadlines. It's a commitment to weaving narratives, nurturing relationships, and shaping perceptions that fuel their growth in the industry. 

In this special edition, we will delve into the heart of PR and Corp Comm leaders and discover how their genuine love for the field has empowered them to navigate challenges, embrace innovation, and leave a lasting impact on the world around them. Moreover, through their candid accounts, we'll explore their unique paths, the lessons learned along the way, and the wisdom they impart to future generations. 

So, this time, let’s explore the inspiring journey of Archana Jain, CEO, PR Pundit Havas Red, and find out how she found her love for the PR and Corp Comm industry and her observations about the evolution of the industry.

Excerpts:
What moment or experience initially sparked your interest in PR? How has your understanding of the profession evolved since then?

My first job in Public Relations, dating back to 1990, seized my heart. The allure lay not just in the day-to-day tasks, but in the promise of perpetual learning that it held. I had to master two realms simultaneously – delving into the nuances of the industry I operated within and unravelling the art of utilizing communication and engagement to weave an irresistible brand story for stakeholders. Transitioning to the consulting world was like stepping into a boundless library of knowledge. Responsibilities of managing 3-4 clients meant immersing myself in 2-3 distinct industry sectors, gaining exclusive insights from spokespersons, and crafting compelling narratives while exploring the vast landscape of multimedia opportunities. In this intricate dance of strategy and storytelling, I discovered a professional utopia – an exhilarating journey where the pursuit of communications knows no bounds. 

What are the recent trends of the PR industry you absolutely love?

This profession always keeps challenging its practitioners to be better each day. At present, I am enamoured by the transformative influence of artificial intelligence (AI) on our profession. The adoption of AI is paramount for PR success. I am loving how we have to learn to leverage AI for data analysis and content generation. Smart utilization of AI is here to enhance the efficiency of the practitioners to swiftly sift through vast amounts of information, gauge sentiment, trends and empower us to make data-driven decisions, ensuring our campaigns are not just creative but also strategically sound. I believe we have a silent ally that augments our capabilities and provides PR practitioners with an unprecedented edge to win the day!

The PR landscape is constantly evolving, demanding frequent shifts in roles and responsibilities. How do you navigate these changes while maintaining your passion and love for the profession?

I am energized by the escalating expectations placed on PR practitioners to deliver integrated solutions. In today's landscape, where brands are fervently seeking authentic connections with consumers, the emphasis has shifted from mere storytelling to the compelling art of truth-telling. The role of PR and communications has evolved beyond crafting narratives; it now demands a mastery of truth told well. It's imperative for us to guide brands in comprehending, facilitating, and articulating their purpose, ensuring they not only maintain trust but also resonate profoundly with their key stakeholders.

In this age of 'merged media,' the power of authentic and human stories is unparalleled. As the boundaries between paid, earned, shared, and owned media dissolve, PR plays a pivotal role in shaping the brand's appeal across various platforms, including websites, LinkedIn, Instagram, and YouTube. We are no longer confined to the traditional realms of earned media; our influence extends to all corners of the brand's voice. It's about harmonizing the narrative across this expansive landscape to create a cohesive and impactful presence.

Many PR professionals frequently shift from one company to another throughout their careers. Does this frequent transition affect their overall love and passion for the profession? Share your guidance for those considering or experiencing career shifts in PR.

Shifting jobs within a defined career is an eventuality and lends to experience, provided it’s not very frequent. A shift before three years, demonstrates a shallow love for what they do.

What excites you most about the future of the PR industry?

Our industry's steady growth trajectory since 2022 is a testament to the importance of strategic communications. And as India has become a pivotal market for transnational businesses, we are also benefitting from a healthy rub-off.

Being part of the fastest growing economies, which is the 5th largest and a powerful global voice, fills me both with pride and confidence on the positive outlook for the Indian PR industry, communication practitioners and a profession that I love.