We want to be seen as a brand that actively engages in responsible marketing: Rajat Abbi

excerpt:

Congratulations to the e4m PR & Corp Comm Women Achievers Awards 2022. What do you think?

obsessed! It’s always nice to be recognized for the effort you put into something and appreciate what it takes to produce meaningful and truly impactful work.

What inspires you in your journeys and endeavors?

As a young professional, I always wanted to do work that allowed me to influence and influence social change. I feel My long-standing desire to pursue the social impact sector and leverage the skills I have built up over the last few years led to ON, a consultancy founded on the premise of using communication to drive social change in India. That led me to PURPOSE. Over the past year and a half, I have led purpose-driven work in the areas of climate action, philanthropy, early childhood care, youth skills development, education, women’s economic empowerment, aged care, and rural electrification. have been privileged to do so. For United Nations agencies, multilateral agencies, private sector actors and NGOs. I believe communication has a role to play in making society more equitable and I look forward to using my skills to do so.

How have you seen the PR and corporate communications industry change and evolve over the years? What global practices do you see in place in India?

Over the past 12 years of my career, the industry has evolved in many ways. Technology was a game changer. Traditional PR channels have given way to more multi-channel consulting approaches such as social, digital and influencer-driven, giving organizations greater avenues for awareness, brand building and engagement with their core audiences. I was. Gone are the days of persuading the media to issue press releases and interviews. It’s exciting to see how brands create narratives by combining storytelling, data-backed insights, and consistent analysis of their activities and campaigns. It doesn’t mean there aren’t any. As an industry, we continue to face challenges in combating fake news, proving the value of PR to boardrooms, and securing trusted talent.

What is the most valuable thing you have learned from the industry? Where do you see the PR and telecom industry going in the next few days?

PR has taught me a great lesson in agility. The role of a PR consultant is constantly evolving as client needs, audiences, media environments and technology change. It is also more important than ever to understand what impacts not only within your industry, but other functions such as marketing, technology, customer engagement, human resources, and finance. As such, the ability to adapt quickly and easily is key to survival and prosperity for individuals as well as organizations.

Please give a message to the next generation of professionals.

Public relations today offers a world of opportunities for young people who pursue careers in communications. The key is finding your niche. For me, for example, it was doing social impact PR and purpose-driven work. Finding this niche may not be easy early in your career, but it takes perseverance, determination, and courage to pull through. It can seem like a difficult and frustrating road, but it can also be one of the most rewarding. Don’t let money fool you early on. Focus on growth and every opportunity to learn.