In 1988, I married into a family of four generations in India. Fleeing Basra and Aleppo, they arrived in Kolkata in the 1800s where they created successful companies from jute to tobacco, as well as a thriving and diverse community. By the time I met my husband in New York, most of the community had moved on though they retained their deep affection for the culture, customs, business and colors of Kolkata, Delhi, Mumbai and Kochi, all of which they passed onto me. In my 30+ year career as a communications professional, I have had the privilege of working, lecturing and teaching in India, and am now thrilled to create this column for Reputation Today.
The column name, Shifting Sands (thank you to Radhika Banta!) was chosen not only for its relevance to the present time in the world, but also for our opportunity. As India seeks to position itself as attractive for business, a place of growth with a strong digital infrastructure and a friendly startup ecosystem, our communications skills are needed more than ever. Reputation –creating and sustaining a trusted one – looms large. It will also take educational and communications initiatives to help companies play a significant role in addressing pressing social and healthcare challenges—my area of specialty- from encouraging early screening and diagnosis to persuading people to brush their teeth at night.
Public Relations practitioners will continue to be the voice of reason, the dot connector, and the explainer for why and how companies and their leaders make certain choices, introduce new ideas, brands and solutions and action against stated commitments. Communications and the trust stakeholders have in these words and deeds are at the core.
In today’s high-speed communications space, being ahead of the curve is not just a bonus, it’s a requirement. Luckily, as public relations professionals, we’re trained to do more than ride the wave of trends and opinions–we help create them. As early adopters, we’re already working with new technologies and platforms that enable sharper audience targeting, dynamic creative development, impactful amplifications and much more. It’s not just our facility with the evolving tools that is our ‘secret sauce’—what I’d call the craft. It is all that together with the art–our ability to read a situation, find the insights, articulate a position, establish what a company or brand stands for and share it in ways that resonate, create and scale relationships and influence, and spur action. Perfecting the art and mastering the new and evolving tools of the craft is how we will continue to deliver measurable and immeasurable value and retain our seats at the table.
Readers of Shifting Sands will find a ‘user’s guide’ to help navigate this evolving landscape. In addition to drawing on my own observations and past and real-time experiences, I’ll include reflections on current events, stories – successes and mishaps—as well as thoughts and advice of other communications professionals with expertise in specific areas such influencers, AI, issues management, profile development and even how to use humor in problem solving. I also have a few ideas for making this column not only informational, but a fun read. Let’s see how I do.
India had a substantial presence at this year’s World Economic Forum in Davos. Leaders joined discussions about how to meet far-reaching global challenges from AI governance to climate change. Some of the buzz before, during and since the meeting is whether India can ‘seize this moment.’ Can it reclaim its position as the fastest growing large economy? Have companies articulated their actions, plans, and aspirations? The sands are, indeed, shifting. India’s communicators will be ready.
The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.
Sandra Stahl has created and led communications solutions for many of the world’s leading pharma, biotech, diagnostic, device and consumer healthcare brands over a 30+ year career. Her skills as a strategist and developer of compelling narratives have enabled organizational-and market- readiness, powered investment, enhanced profiles, amplified landmark data, built reputations and influenced opinion. She is a recognized thought leader regularly published in industry, national and international media, and author of the award-winning book, The Art & Craft of PR (LID 2018). Additionally, Sandra is founding faculty in the PR track in the Branding + Integrated Communications master’s degree program at The City College of New York, now in its 10th year, has delivered lectures at university communications programs around the world including Columbia University in New York and Xavier Institute of Communications in Mumbai, India.
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