The welcoming nature of PR and Comms industry is motivating: Tehseen Zaidi

The PR and Corp Comm industry is filled with unpredictable moments and to move forward in such moments women leaders play an important role. So, to celebrate the spirit of the women leaders for mentoring the next generation of professionals in the PR and Corp Comm industry, exchange4media launched the 4th edition of e4m Women Achievers' Awards 2023. 

The awards honoured 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. 

In this series, we honour and celebrate the achievements of Tehseen Zaidi, Head, Communications Syngenta India Pvt. Ltd., who was awarded as the ‘Emerging Leader in Corp Comm’ at the 4th edition of Women Achievers’ Awards 2023.

Excerpts:

Q1: Congratulations on your achievement at the e4m PR & Corp Comm Women Achievers Awards 2023. What are your thoughts on receiving this award?

Thank you. It's a privilege to be recognized by e4m with this award. 
This acknowledgement serves as a testament to the hard work and dedication that professionals like us invest in our careers. It is an appreciation for overcoming challenges, reaching milestones, and achieving new heights. This recognition further reaffirms the industry's value and respect for professionals who dedicate their heart and soul to their work.

Q2: What keeps you inspired and motivated in your profession?

The profession's dynamic nature, where every day brings new learning opportunities, keeps me inspired. The motivation comes from acquiring new skills, meeting new people, creating innovative campaigns, and capturing stories from the field. The welcoming nature of this industry, especially its inclusivity towards women, is particularly motivating. I strongly believe in the mantra 'Empowered Women, Empower Women', focusing on empowering women colleagues and facilitating their rise to leadership positions, which has been both a focus and a source of fulfillment in seeing women excel in this field.

Q3: In what ways have you observed changes in the PR and corporate communications industry, and what global practices do you think should be adopted in India?

The PR and corporate communications industry is ever-evolving, with each day offering new opportunities for learning and innovation. Previously, the industry in India mainly focused on media relations and press releases. However, it has diversified and become more strategic with the growth of digital media and the increasing importance of reputation management. The industry now encompasses a broader range of activities, including crisis communication, digital PR, social impact, ESG, sustainability, influencer marketing, reputation management, and stakeholder management. I have observed the adoption of global practices like Diversity, Equity, and Inclusion, as well as sustainability in India, where organizations are placing a stronger emphasis on communicating their commitment to sustainability and social responsibility. Integrating ESG considerations into communication strategies is gaining traction and will continue to be a focus.

Q4: What is the most valuable lesson you have learned from the industry, and how do you see the future of PR and communications?

The most valuable lesson is that the industry's trends are constantly changing, and if one does not equip themselves with new trends and remain open to new ideas, one will not survive or thrive. Staying updated, being a quick learner, adept at storytelling, and adapting to new trends in the era of AI are essential. The industry is experiencing a paradigm shift towards digitization, with AI changing the dynamics of communication. I foresee an increased focus on sustainability, ESG, social impact, Diversity, Equity and Inclusion, impactful storytelling, and influencer collaboration in the future of PR and communications.

Q5: What advice would you offer to the next generation of professionals entering this field?

Every day is a learning opportunity; keep learning, upskilling, and upgrading yourself. If you are passionate about your work and give it your all, there is no looking back. The industry is always open to professionals dedicated to their work, especially women, as it is one of the few industries with a higher proportion of women in the workforce. We should continue this trend and encourage more women to take on leadership roles. Corporate communication professionals now have an expanded role as the organization’s chief corporate brand guardian. The scope of work has widened to include narrative building, reputation management, social impact, ESG, and sustainability. There has also been a shift in mindset from tactical focus to strategic thinking. Professionals are expected to have a comprehensive understanding of various business aspects beyond communication, highlighting the importance of continuously updating and skilling to stay in line with the industry's pace.