PR in India should embrace digital, data, purpose, and authenticity: Sonal Singh

Sonal Singh won ‘Communicator of the Year’ title at the e4m PR& Corp Comm Awards 2023

by e4m Staff
Published: Mar 14, 2024 3:44 PM | 10 min read

Women have made significant strides in PR and Corp Comm, both as practitioners and as leaders. So, to celebrate the spirit of the women leaders who are breaking barriers 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.

Today, we have Sonal Singh, Head, Corporate Communications, Jindal Stainless, is a seasoned communications professional who specialize in establishing and expanding brand presence for organization and its leaders. She was awarded as the ‘Communicator of the Year’ at the e4m PR& Corp Comm Awards 2023.

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

Thank you so much! Winning the e4m PR & Corp Comm Women Achievers Awards 2023 is a humbling experience. It’s a testament to the hard work and dedication of our entire team at Jindal Stainless. I feel grateful for this recognition.

What inspires you on your journey and endeavors?

My inspiration to steer communications is the same as it was when I entered college. I have always believed in the transformational power of communication. When things are communicated in the right way, with the right spirit, not only can the outcomes be changed, but even mindsets can be altered and approaches can be re-defined. I have absolutely no doubts that communication is the backbone of not just corporate and leadership reputation, but even functional efficiencies.

As the Head of Corporate Communications at Jindal Stainless (JSL), I’ve been fortunate to witness this power of communication and its impact on organization and individuals at a much larger scale.

What also inspires in this journey is the ability to connect people through stories. Every day, I see how well-crafted narratives can bridge gaps, build trust, dispel myths, and foster understanding. Whether it’s a press release, a social media campaign, or an internal memo, I believe that words have the power to shape perceptions and drive positive change.

Additionally, the resilience and determination of my team inspire me. In the ever-evolving landscape of corporate communications, we face challenges head-on, adapt to new technologies, handle insane volumes of simultaneous deliverables, and find innovative ways to engage our stakeholders. Their passion and commitment fuel my drive to excel.

Lastly, the impact we create motivates me. When our efforts lead to better brand reputation, employee morale, or community engagement, it reinforces the importance of our work. Knowing that our communication strategies contribute to meaningful outcomes keeps me inspired and focused.

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 started my communication career 17 years ago with a PSU, posted in the hinterland of India. In those days, I remember taking multiple prints of about 4-5 press releases on a daily basis, and run from one publication to another before nightfall, to make sure that all local dailies and regional majors had copies of my releases in hand before the paper went to print. Thank god that pen drives existed in those days (they were the hottest gifting article) and photos were shared through them.

From then to now, I have been fortunate, like all people of my generation, to witness a complete transformation in communication modes. Let me list some of them:

Digital Revolution: The advent of digital platforms has revolutionized communication. Social media, content marketing, and influencer collaborations have become integral to PR strategies. Brands now engage directly with their audiences, fostering authentic connections.
Shortening of attention spans: The online communication revolution has forced communicators and audience to be present in multiple platforms, be exposed to a barrage information, be vulnerable to fake (and now deep fake) news, and live in this situation all the time! Naturally, focus on long form content has reduced in the overall proportion of writing, since people no longer have the time. Listicles, infographics, quirky content, memes, reels etc have therefore gained traction – they serve the purpose of disseminating information without taxing the brain, and even reliving it of stress.
Data-Driven Decision Making: PR professionals increasingly rely on data analytics to measure campaign effectiveness, track sentiment, and identify trends. Data-driven insights guide strategic decisions and help optimise communication efforts.
Integrated Approach: PR no longer operates in isolation. It collaborates closely with marketing, advertising, and sales teams. Integrated campaigns ensure consistent messaging across channels, enhancing brand impact.
Influencer Relations: Influencers play a crucial role in shaping public opinion. Building long-term relationships with influencers who align with a brand’s values is essential. Authenticity and transparency are key.
Crisis Management: With the rise of social media, crises can escalate rapidly. PR professionals must be agile, proactive, and transparent in managing crises. Preparedness and swift responses are critical.
Purpose-Driven Communication: Consumers and potential employees expect brands to have a purpose beyond profits. PR now emphasises purpose-driven storytelling, highlighting social responsibility, sustainability, and ethical practices.

Regarding global practices, India can learn from the following:

Employee Advocacy: Encourage employees to be brand ambassadors. Their authentic voices can amplify positive narratives and enhance credibility.
Informal Leadership: It’s a common sight abroad to see CEOs taking their selfie videos and posting it on company intranet, and reducing the visible gap between employer and employed. This warms the public perception about the leader and the company.
Thought Leadership: Elevate industry experts within the organisation as thought leaders. Regularly contribute to industry publications, webinars, and conferences.
Storytelling: Invest in compelling narratives. Storytelling transcends borders and resonates with diverse audiences. Authentic stories create emotional connections.
Measurement Metrics: Adopt global standards for measuring PR effectiveness. Metrics like Share of Voice, Earned Media Value, and sentiment analysis provide valuable insights.
Diversity and Inclusion: Embrace diverse perspectives. Inclusive communication reflects a global mindset and fosters innovation.

PR in India should embrace digital, data, purpose, and authenticity. Let’s continue evolving and creating impactful narratives.

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 has been the power of authentic storytelling. In the fast-paced world of PR and communications, it’s essential to cut through the noise and connect with audiences on a human level. Whether it’s a brand’s narrative or an individual’s journey, authenticity resonates.

As for the future of the PR and comms industry, I see several exciting trends. First, the rise of purpose-driven communication. Brands are increasingly aligning themselves with social and environmental causes, and effective communication around these initiatives will be crucial. Second, the digital landscape will continue to evolve, with AI, data analytics, and personalised content playing a significant role. Third, the importance of crisis communication will remain high, given the unpredictable nature of today’s world. Finally, collaboration across disciplines—PR, marketing, and technology—will be essential for success.

The industry is poised for innovation, and those who adapt, stay authentic and embrace change will thrive.

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

Dear future generation of professionals,

First and foremost, congratulations on embarking on your journey in the corporate world! As someone who has grown from being a communication field-worker to a strategic advisor to her CXOs, here’s what I have learned:

Be prepared for the grind: The one thing that sets apart a fast-track professional from a laggard one is the amount of hard work they are willing to put in, and the willingness with which they take on challenges. If you have the attitude of gratitude towards what you have, and the eagerness and integrity to perform to the best and beyond of your ability, I am guaranteeing you that you will be noticed. It may seem thankless for a while, but please note that greatness, even in small matters, never falls into oblivion. The life of communicators is not easy. It’s always on the go, it’s deadline-driven, stakeholders are multiple, and quality is non-negotiable. A good communicator needs to be a consistent high-intensity performer. And that doesn’t come from expertise in language, but investment in character.
Embrace Lifelong Learning: The world is evolving rapidly, and so are industries and professions. Stay curious, be open to learning, and adapt to change. Whether it’s new technologies, market trends, or communication strategies, continuous learning will be your greatest asset.
Build Strong Relationships: Success isn’t just about individual achievements; it’s also about collaboration and teamwork. Cultivate meaningful relationships with colleagues, mentors, and peers. Networking isn’t just about business cards; it’s about genuine connections. This advice is even more needed in an age where conversations are often wrapped up in whatsapp chats.
Authenticity Matters: In a world filled with noise, authenticity stands out. Be true to yourself, your values, and your purpose. Authenticity builds trust, and trust is the foundation of successful relationships, both personally and professionally.
Resilience and Adaptability: Challenges will come your way—some expected, others not. The ability to bounce back, learn from setbacks, and adapt is crucial. Remember, resilience isn’t about avoiding failure; it’s about rising stronger after it.
Balance Ambition with Well-Being: Ambition is essential, but not at the cost of your well-being. Prioritise self-care, mental health, and work-life balance. Burnout doesn’t lead to sustainable success. Hence, self-searching is immeasurably important in today’s times. One needs to know how to maintain the right balance, since balance has a unique definition for each person. In the long run, being excellent on the outside will be directly proportionate to being equally amazing on the inside.
Champion Diversity and Inclusion: Our workplaces should reflect the rich tapestry of humanity. Advocate for diversity, equity, and inclusion. Celebrate differences, amplify marginalized voices, and create an environment where everyone thrives.
Lead with Empathy: Leadership isn’t just about titles; it’s about influence. Empathetic leaders understand their team’s needs, celebrate their wins and support them during tough times. Compassion fosters loyalty and productivity.
Never Stop Innovating: Innovation isn’t limited to tech companies. Every industry needs fresh ideas. Be curious, challenge the status quo, and find creative solutions. Innovation isn’t just about inventing; it’s about improving.
Purpose-Driven Work: Beyond paychecks and promotions, seek work that aligns with your purpose. When you’re passionate about what you do, success follows naturally.
Leave a Positive Legacy: As you climb the ladder, remember that your actions impact others. Strive to leave a positive legacy—whether it’s mentoring a junior colleague, championing a cause, or creating a better workplace culture.