‘You have to keep learning, no matter how much you know’

The exchange4media PR and Corp Comm’s 30 Under 30 Awards identifies next-generation leaders in the PR and corporate communications industry. It honours some of the brightest professionals, entrepreneurs, game changers and achievers of the industry under the age of 30.

The ‘30 Under 30 series’ features the winners who share their experiences, trends they have observed in the domain and where they see themselves in the next five years.

In today’s series, we speak to Shivani Joshi, Deputy Manager - Corporate Communications, TVS Motors.

Excerpts:
How does it feel to be recognised and honoured for your contribution to the industry?

When I started in this industry five years ago, little did I know about the power of storytelling, data, conviction, emotion – the power of PR. When I sat to prepare my entry for this award and looked at all the work that I have done from a 30,000ft view, is when I truly grasped the quantum of difference, we as communicators make. Every single day. I am thrilled and humbled in equal parts to have been recognised for the part I played in the whole scheme of things. This definitely wouldn’t have been possible without all my mentors who pushed me, had my back and trusted in me.

What are the key trends that you have noticed in the past year in the PR and Corp Comm domain?

Over the last few years, the PR sector has been under increased scrutiny. Consumers expect more from companies than ever before, and the growth of cancel culture means that avoiding a public relations disaster is more vital than ever. Here are the key trends that I have noticed in the recent times:

• Greater synergies between Marketing and PR - Although marketing and PR have distinct roles to play, firms are increasingly proposing that the two teams collaborate from the start of a campaign. Both departments can exchange their skills in a more efficient manner this way. It will be easier to reach your shared goals if all departments support the same vision from the beginning of a campaign, rather than revising the same campaign over and over again.

• Newfound importance for Internal Comms - The pandemic has shifted how internal communications functions and operates. More and more organisations are taking an employee-centric focus which helps meet their needs. Traditionally, internal communication has been focused on creating content but communication is not simply a one-way channel, it should facilitate employees being able to communicate and engage with one another.

• Reputation Management and not just crisis comms - For the brands they represent, PR experts now pay increasingly more attention to reputation management trends in order to develop more comprehensive plans. The following are a few areas to concentrate on when it comes to reputation management:

 Trolls: Trolls on the internet often try to harm a company's reputation by distributing false bad reviews and comments on social media. PR practitioners must learn to distinguish genuine negative feedback from trolling.

 Influencer marketing: With the correct influencer marketing initiatives, public relations professionals may improve reputation management techniques and generate good buzz for the brands they work with.
What is that one industry lesson/ experience that you will carry with you throughout your career?
When working in PR – “curiosity doesn’t kill the cat”. You have to be curious by nature, you have to want to know things beyond your job description, you have to understand why things happen. So, be curious, don’t automatically accept everything others tell you (even if it’s your boss) and investigate until you understand the “why” behind what you’re doing. To succeed in PR is to join the “forever student league.” You have to keep learning, no matter how much you know. And this goes hand in hand with curiosity. When you’re curious, you learn new things. Keep learning from everyone around you, whether colleagues, bosses, partners or clients. Read industry blogs, connect with your peers and attend classes or conferences.
Where do you see yourself in the next five years?
Five years from now, I see myself as a leader in Integrated Communications—someone who aces all spectrums of communication, irrespective of the industry. Corporate Communications is an ever-evolving function. We think of tasks like content writing, media relations, external stakeholder communication, investor relations, and brand reputation associated with PR. The profession also plays a role in internal employee communication revolving around operational information or human resource-related communiqués, such as employee handbooks and memos. PR has been (thus far) equated with a communications agenda. That’s changing. Today, the PR function is moving towards CommsTech. It is becoming data and insights-driven to create measurable business value. In addition, organisations are being forced to address major social issues, and in this, PR has a critical role to play. Organisations are also collaborating across eco-systems, making it necessary for the modern PR team to be multi-disciplinary. Today, corporate communications has a large and open canvas. Silos are out; holistic, integrated communication is in. Those who embrace technology, understand the power of collaboration, recognise that social issues must be tackled head-on, and put business outcomes at the centre of their strategy, will be on the path to success.