This award belongs to every woman who dares to dream with audacity: Sonia Huria

The rise of women in the Indian PR & Corp Comm industry brought a wave of new trends, innovation, and achieving significant milestones in the industry. Moreover, despite hurdles, the ascent of women leaders in the industry is presenting numerous opportunities for growth and helping in building a new generation of future professionals who will lead the industry with zeal.

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 event 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.

In this edition, we have Sonia Huria, Head of Communications, Amazon Prime Video, who holds over two decades of experience in the entertainment and consumer sectors and has led a journey of leadership that champions "Embracing Equity”. She was awarded as the ‘Mentor of the Year’ at the e4m PR & 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?

It is always an honor to receive something and being recognized becomes even more special as it is from E4M, shining a light on Women Achievers and their journey. It's a testament to the dedication and passion of not just myself, but of countless women who have paved the way and continue to push boundaries in our field. The landscape for women in the field was different then, with fewer opportunities and more entrenched biases. But through sheer grit and the backing of strong allies, we paved the way for more diverse voices to be heard.

Accepting this award isn't simply a personal milestone; it's a powerful symbol of progress. It reaffirms my conviction that when we embrace unwavering dedication, authentic values, and unwavering support for one another, we unlock limitless possibilities.

At Prime Video, we're fortunate to have a leadership that champions "Embracing Equity," fostering an environment where everyone thrives, regardless of their background or any other label. This award belongs to every woman who dares to dream with audacity and every organization that champions diversity and equality as core values. Let this be a reminder that our collective commitment to inclusivity is not only achievable but imperative. The future we imagine, where dreams flourish unbound, begins now.

What inspires you on your journey and endeavours?

I firmly believe that public relations and communications hold transformative power within strategic functions, capable of making significant contributions. My journey is dedicated to forging a path where these functions strategically enhance business and brand impact. What truly inspires me is the incredible people I work with each day. Leading a substantial team, both domestically and internationally, the transformational thinking and the big thinking that my team brings to the table fuels the growth of the brand and makes it stand out. The diversity of thought inspires me profoundly. In every encounter, I discover a wellspring of inspiration from the people I meet.

As you would know one of my most passionate projects is Maitri, a female collective from Prime Video, that goes beyond entertainment, transcending into a powerful space for women. I am so excited to have taken this to Asia Pacific this year.

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?

The most transformational shift has been coming from and will continue to come from technology, both as an amplifier of reputation as well as something that will give rise to scrutiny and risk for the brands. The shift to digital platforms, including social media and online news outlets, has played a pivotal role in shaping public perception.

Data analytics is now integral to PR strategies, enabling the analysis of audience behavior, sentiment, and KPI tracking. This data-centric approach ensures more targeted and effective communication strategies with a measurable impact. For fact, global events and internal challenges have resulted in intensifying the industry's focus on crisis communication.

Today, we are working towards promoting and taking humble honest stories from creators to audiences across the globe, this has been a successful practice seeing our journey of seven years. But on the other hand, we continue to witness stories of chatbots, trolls, and deep fakes that surround our industry. This creates a huge gap between how fast the technology is advancing and can be damaging to a great extent. However, it certainly gives us a ready reckon to be prepared to also deal with challenges similar to these. So, the rapid evolution of the PR and corporate communications industry involves adapting to technological advancements, global political shifts, and societal challenges. The tangible integration of AI in PR is becoming more prominent.

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

In the dynamic realm of PR, where change is constant and innovation is key, my simple yet powerful mantra is to make learning a lifelong habit. PR professionals must invest time in understanding and immersing themselves to ‘Winning knowledge’ of the business. The gap that I see, is a lack of passion for the work. The day we understand more will be the day we will enjoy it.

Opportunities for continuous growth are available in abundance, in this ever-evolving landscape. We must embrace these chances to upskill because, in PR, a curious mind is a thriving mind.

Cultivating the right mindset and attitude is equally crucial.

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

Reflecting on my 18-year journey in the entertainment and consumer space, my growth has been anchored in fundamental principles of staying true to who you are and staying true to the value ecosystem.

Moreover, embracing the values of perseverance and maintaining an open mind toward continuous learning has proven to be exceptionally beneficial. As I continue to challenge myself, I foresee the pace of change accelerating significantly in the future. We're living in a highly dynamic and ruptured world now right and therefore quick adaption and agility stand out as the primary predictions for the forthcoming generations in the field of public relations and communications.