The pursuit of continuous learning & growth inspires me to push boundaries: Sudha Sarin

Curiosity is the driving force behind innovation, which eventually leads to emerging trends and growth in the PR and Corporate Communications industry. But only a few know the secret behind the constant growth and innovation in this dynamic field. It is the phenomenal women leaders who are the champion of multitasking, both curious and innovative and possess a strong desire for change, be willing to experiment with new strategies, and ultimately deliver remarkable results for their clients and audiences.

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 brought new trends, overcome challenges, and paved the way for a more inclusive and diverse future in the PR and Comm Industry globally.

This time, we have Sudha Sarin, Senior Vice President, Marketing & Communications, Power2SME who won the ‘Innovative leader of the year’ award at the 4^th edition of e4m PR & Corp Comm Women Achievers’ Awards 2023.                

Edited Excerpts:

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

Recognition is good, it works wonderfully to keep one motivated and encouraged. Winning the e4m PR & Corp Comm Women Achievers Award in 2023 along with other colleagues and professionals was a shot in the arm. I feel grateful for the recognition and support from the communication industry. This award serves as a testament to the hard work, dedication, and passion I've invested in my career. I am deeply motivated to continue striving for excellence in the field of PR and corporate communications, and I'm excited about the opportunities that lie ahead.

What inspires you on your journey and endeavors?

It is the opportunity to make a positive impact that inspires me, whether it's through helping others, advancing knowledge and understanding, or creating something innovative. The endless possibilities offered by technology and human creativity drive my curiosity and motivation. Additionally, witnessing the resilience, kindness, and achievements of individuals and colleagues fuels my determination to contribute in meaningful ways. Ultimately, the pursuit of continuous learning and growth keeps me inspired to push boundaries and strive for excellence in most things I do.

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 changes and evolution, largely driven by advancements in technology, shifts in consumer behavior, and the globalization of markets. Some notable changes include:

• Digital Transformation: The rise of digital platforms and social media has transformed the way companies communicate with their audiences. PR professionals now utilize digital tools and social media channels to disseminate information, engage with stakeholders, and manage reputation in real-time.

• Data-driven Insights: There's been a shift towards data-driven PR strategies, where analytics and insights play a crucial role in measuring the impact of PR campaigns, identifying trends, and informing decision-making processes.

• Integrated Communication: PR and corporate communications have become more integrated with marketing, advertising, and other functions within organizations. This integrated approach ensures consistency in messaging and maximizes the effectiveness of communication efforts.
  
  
• Stakeholder Engagement: There's greater emphasis on building and maintaining relationships with various stakeholders, including customers, employees, investors, and the community. Authenticity, transparency, and ethical communication are increasingly valued in PR practices.
  
  
• Crisis Management: With the rise of social media and the 24/7 news cycle, organizations face heightened scrutiny and faster dissemination of information during crises. PR professionals are adapting by implementing robust crisis management plans and employing swift, transparent communication to mitigate reputational damage.

In terms of global practices that could be implemented in India's PR and corporate communications industry, some key strategies include leveraging digital platforms, prioritizing measurement for effectiveness, fostering integrated communication, promoting diversity and inclusion, and encouraging thought leadership. I believe that by adopting these strategies while considering local cultural nuances and regulations, the industry can enhance its relevance and effectiveness in the evolving global landscape.

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

The industry is inherently dynamic, influenced by technological advancements, cultural shifts, and evolving consumer behaviors. Therefore, being able to quickly adapt strategies, embrace new tools and platforms, and pivot when necessary is crucial for success in PR and communications.

Looking ahead, several trends are likely to shape the future of the PR and comms industry some of the transformations I see are that digital dominance will persist, with a continued focus on personalized, interactive content across diverse platforms. Data-driven insights will become increasingly crucial, shaping real-time campaign optimization and measurement. Authenticity and transparency will be paramount, as brands strive to build trust with discerning consumers.

Purpose-driven communication will align strategies with societal values, while integrated communication ecosystems will merge PR with marketing and other disciplines for cohesive brand experiences. Innovation and creativity will be in high demand, driving the adoption of immersive technologies and storytelling techniques.

Crisis preparedness will also be essential, with organizations prioritizing robust management strategies to safeguard brand equity amidst rapid information dissemination. Success in this dynamic landscape will require strategic foresight, creative agility, and a steadfast commitment to impactful communication.

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

As you embark on your journey, remember the world is ever-evolving, offering both challenges and opportunities. Embrace lifelong learning, cultivating curiosity and investing in personal and professional growth. Be agile and resilient, navigating uncertainty with determination and grace. Build strong relationships, value diversity, and uphold integrity in all endeavors. Embrace change, innovate, and practice empathy in your interactions.

Pursue your passions with commitment, knowing that your journey is uniquely yours. Stay true to yourself, be resilient in adversity, and strive to make a positive impact. The future is yours to shape; seize it with confidence, courage, and a dedication to excellence. Last but not least be happy with what you do or what you plan to do and don’t forget to be kind.