PR holds a prominent seat at the table: Daylon D’cruz

As you know, February is known as the month of Love. Inspired by this spirit, our special editorial series ‘Love for Profession’, showcase the inspiring stories of PR and Corp Comm professionals who have built fulfilling careers driven by their genuine love for their 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. 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. 

In this episode of ‘Love for Profession’ series, we have Daylon D’cruz, Senior Director, Pitchfork Partners, who shared about his journey as a PR practitioner and how his internship experience ignited his interest in the PR industry.

Excerpts:

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

When I was in college pursuing a degree in Mass Media, my initial inclination was towards being a journalist as I loved writing. However, as the course progressed and my learnings expanded to newer subjects, I was a bit torn between advertising and journalism. It was in my final year that I chanced upon an internship in PR, and that’s what piqued my interest. PR offered me the perfect combination of both - the creativity of advertising as well as the freedom to write, albeit on behalf of my clients.

I feel that the evolution of the internet has somewhat been mirrored by the PR industry. From waiting for newspapers to be put to bed by around 7:30- 8:00 pm, the industry is now an ‘always- on’ industry that demands constant monitoring and agility in order to be at the top of our game.  Having also worked briefly in the communications team of a bank, I would say that the communications industry has evolved from a 9-5 teller of the 90s to an ATM in the mid-2000s to mobile banking in the current age.

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

The role of PR and Corporate Communications, from being a function of marketing and additional services offered by ad agencies to now having Chief Communications Officers in organisations, has evolved significantly over time. Moreover, PR is no more restricted to what is in the news but rather what is communicated externally in toto. From ORM responses to LinkedIn posts, the communication function has now evolved to being a critical function in protecting, managing, and building a company’s reputation amongst all its stakeholders. This all-encompassing nature of PR today allows us as communications professionals plenty of opportunities for learning and innovation, something that I personally love as it constantly keeps us on our toes.

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?

The PR profession has always been a dynamic one. When one deals with the news and news cycles, no two days are ever the same. The key lies in ensuring that your basic foundation is not lost in the cacophony of technology. Too often we forget that the ‘R’ in PR stands for Relations and hence no amount of technology can replace what human connections can do. Our role, at the very basic level, is always to be our clients’ advisors and ensure their reputation is protected within the realms of doing our job in an ethical manner. As long as we have these as our core principles, navigating the changes in roles and responsibilities becomes easy.

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.

As a football fan, I look at this question like player transfers every football season. The player’s passion for the game does not die with changes in teams. Like players, PR professionals need to be excited about the project at hand and also need to be given the right opportunities and structure to thrive in. Having seen team transitions over years, like in football, the managers play a critical role.

My guidance to people experiencing career shifts is to always find out if the company is in line with your personal value system and culture, and secondly, just like in football, ask yourself the question - “Am I upgrading to a better league or am I doing it just for the money?”

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

What excites me the most is the continual evolution and integration of new technology in communication platforms. One aspect that I absolutely love in the PR industry is the shift in the perception of the role of PR and Corporate Communication professionals. PR now holds a prominent seat at the table, steering organisations towards effective reputation management.

In navigating the changes while maintaining my passion for the profession, I draw upon the fundamental principle of PR - building and nurturing relationships. Technology may help us with the work, but it's the human connections that remain paramount. In a profession that has the word ‘relations’ in it, we need to be more humane before anything else in order to succeed collectively.