The role of storytelling has become paramount in PR and Corp Comm: Seema Shah Ahuja

Whether it's guiding a new generation of employees or battling constant industry challenges, women leaders are the true epitome of how to make progress in the dynamic PR industry in the most difficult of circumstances.

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 PR and Corp Comm 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.

In this edition, we honor Seema Shah Ahuja, SVP and Global Head of Communication & Corporate Brand, Biocon Group, a veteran and multifaceted expert in Reputation Management, and Corporate Brand & Communications, with over 30 years of experience in publicly listed leading pharma biotech & life-sciences companies. She was facilitated as the ‘Mentor of the year in the Corp Comm’ at the 4th edition of e4m PR and Corp Comm Women Achievers’ Awards 2023.

Excerpts:
Congratulations on your win at the e4m PR & Corp Comm Women Achievers Awards 2023. How do you feel?
I am grateful to e4m and all the jury members of the e4m PR & Corp Comm Women Achievers Awards, for conferring on me the ‘Mentor of the Year’ award for the second consecutive year. Throughout my career, I've always prioritized leveraging my strength as a developer to mentor and nurture my teammates. It brings me immense joy to see many of them excelling in their respective roles across different companies. This award serves as a validation of the dedication and commitment I've put into mentoring young professionals over the years, and I'm deeply motivated to continue this journey of mentorship and development.

What inspires you on your journey and endeavours?
What inspires me is a combination of internal drive and external inspiration. Since the beginning of my career in 1989, I've been fuelled by an innate sense of purpose to do something extraordinary, and I have been self-driven and self-motivated to constantly push the boundaries of what I can achieve. This internal fire has been a driving force behind my pursuit of excellence and continuous improvement.

Additionally, I find inspiration in observing the innovative practices of other brands and professionals within the industry. By staying attuned to the ever-evolving ecosystem and monitoring best practices, I am able to glean insights and ideas that further fuel my passion and drive for success. This blend of intrinsic motivation and external inspiration propels me forward on my journey, empowering me to strive for greater heights and make meaningful contributions in my endeavours.

In what ways have you witnessed the PR and Corporate Communications industry change and evolve over the years?
Over the years, I've observed significant shifts within the PR and Corporate Communications industry. One notable change has been the advent of digital media and technology, which has revolutionized how we connect and engage with audiences. Social media platforms, in particular, have become essential tools for disseminating information, managing brand reputation, and fostering two-way communication with stakeholders.

Furthermore, there has been a noticeable emphasis on transparency and authenticity in communication strategies. With the rise of social activism and heightened public scrutiny, companies are increasingly expected to be open and honest in their messaging. This shift has led to a greater focus on ethical communication practices and a move away from traditional, one-way broadcasting of messages.

Additionally, the role of storytelling has become paramount in PR and Corporate Communications. Brands are recognizing the power of narrative in shaping perceptions and building emotional connections with audiences. Whether it's through compelling narratives in press releases, engaging content on social media, or impactful brand storytelling campaigns, companies are leveraging storytelling to humanize their brand and resonate with consumers on a deeper level.

Moreover, the globalization of markets has transformed the landscape of PR and Corporate Communications. With companies operating on a global scale, communicators must navigate cultural nuances and adapt messaging strategies to resonate with diverse audiences worldwide. This has led to an increased emphasis on cultural competency and the need for localized communication approaches.

In summary, the PR and Corporate Communications industry has undergone significant evolution, driven by advancements in technology, changing consumer expectations, and the globalization of markets. As communicators, it's essential to stay agile and adaptable, continually embracing new trends and strategies to effectively engage with audiences in an ever-evolving landscape.

What global practices in the area of PR and Communications would you like to see implemented in India?
In the realm of PR and communications, several global practices could be implemented in India to enhance effectiveness and adaptability to modern trends. Here are some key practices.
⦁ Digital PR Strategies: Embracing digital platforms for PR activities such as social media engagement, influencer partnerships, and online reputation management. This involves leveraging social media analytics, SEO techniques, and content marketing to reach target audiences effectively.
⦁ Integrated Communication Campaigns: Adopting a holistic approach to communication by integrating PR with marketing, advertising, and other communication channels. This ensures consistency in messaging and maximizes reach and impact across various platforms.
⦁ Data-Driven Decision Making: Utilizing data analytics tools to gather insights into audience behaviour, media coverage, and campaign performance. This enables PR professionals to make informed decisions, optimize strategies, and demonstrate ROI to stakeholders.
⦁ Crisis Communication Preparedness: Developing robust crisis communication plans and protocols to effectively manage and mitigate reputational risks. This includes proactive monitoring of online conversations, swift response strategies, and transparent communication with stakeholders during crises.
⦁ Content Storytelling: Emphasizing compelling storytelling in PR content to engage audiences and evoke emotions. This involves crafting narratives that resonate with target demographics, leveraging multimedia formats, and incorporating user-generated content for authenticity.
⦁ Influencer Relations: Building relationships with relevant influencers and thought leaders in various industries to amplify brand messaging and reach niche audiences. This includes identifying key opinion leaders, fostering genuine partnerships, and measuring influencer impact.
⦁ Employee Advocacy Programs: Empowering employees to serve as brand advocates by providing them with training, resources, and platforms to share company news and values. This fosters employee engagement, enhances brand credibility, and amplifies reach on social media.
⦁ Localization and Cultural Sensitivity: Tailoring PR strategies and messaging to resonate with diverse cultural and linguistic nuances across India's regions and demographics. This involves understanding local customs, traditions, and media landscapes to ensure relevance and authenticity.
⦁ Thought Leadership Initiatives: Positioning company executives and subject matter experts as thought leaders in their respective industries through speaking engagements, contributed articles, and industry research. This enhances brand visibility, credibility, and influence within target markets.
⦁ Measuring and Evaluating Impact: Implementing robust measurement and evaluation metrics to assess the success and effectiveness of PR campaigns. This includes tracking key performance indicators (KPIs), conducting sentiment analysis, and benchmarking against industry standards to continuously improve strategies.
⦁ Seat at the Table: PR & Corporate Communications needs to be accepted as a strategic function for the organization. The leader of Comms needs to be a part of the Executive Leadership Team and this function needs to have an independent budget to be effective and not be dependent on commercial or marketing budgets.

By embracing these global PR and communication practices, organizations in India can strengthen their brand reputation, build meaningful relationships with stakeholders, and navigate the evolving media landscape effectively.

Tell us about your most valuable learning from the industry.
One of the most valuable learnings I've gained from my extensive experience in the PR and Communications industry, particularly within the pharmaceutical and life sciences sector, is the power of authenticity and transparency in building trust and credibility. In an industry where public perception and stakeholder trust are paramount, it's essential to prioritize open, honest communication, even in challenging situations. I've witnessed firsthand how being transparent about company practices, product developments, and corporate initiatives can foster stronger relationships with stakeholders, including healthcare professionals, patients, regulators, and the general public.
Looking ahead, I foresee the PR and Communications industry undergoing further transformation driven by rapid advancements in technology, evolving media landscapes, and shifting consumer behaviours. In the coming days, I believe we'll see a continued emphasis on digital communication strategies, personalized messaging, and data-driven insights to engage with increasingly diverse and fragmented audiences effectively. Moreover, with growing public scrutiny and demand for corporate accountability, ethical communication practices and corporate social responsibility will play an even more significant role in shaping brand reputation and perception.

What would be your message to the future generation of professionals?
⦁ Cultivate patience and invest in understanding your clients and your company's business deeply. Building this foundational knowledge will empower you to make informed decisions and contribute meaningfully to your work.
⦁ Strive to add value in everything you undertake. Whether it's a project, a task, or an interaction with colleagues, aim to go above and beyond to deliver excellence and exceed expectations.
⦁ Embrace a culture of respect and collaboration. Recognize the value of diverse perspectives and ideas, and actively seek opportunities to collaborate with others. By fostering a respectful and inclusive environment, you'll create space for innovation and mutual growth.
⦁ Understand that making mistakes is a natural part of the learning process. When you inevitably encounter setbacks, take ownership of your mistakes, seek assistance in addressing them, and extract valuable lessons to avoid repeating them in the future. View each mistake as an opportunity for improvement and growth.
⦁ Remain flexible, open-minded, and committed to continuous learning and evolution. The professional landscape is constantly evolving, and adaptability is key to staying relevant and thriving in your career. Embrace change as an opportunity for personal and professional development and be proactive in seeking out new skills and knowledge.

By embodying these principles of patience, value addition, respect, accountability, and adaptability, you'll not only navigate the challenges of the future workplace with confidence but also contribute positively to your own growth and the success of your organization.