Embracing the changing times (and minutes)

As a communications professional, it’s the “new normal” for us to read and hear about yet another change in the industry (every morning). The plethora can range from new developments across your brand’s competitors or the Communication fraternity or even the media industry at large. Waking up to a new change is kind of expected.
Enough has been discussed (or feared) about how AI might or could replace us, or the human race (not exaggerating). This is where we all jumped on the bandwagon to be empathetic and mindful, distinguishing ourselves from evolving ‘machines’. And of course spending all our working hours highlighting the skillset we bring to the table.
Then the constant battle to prove the value we deliver through our storytelling. And that it’s not a frivolous behavior of simply creating a transport system of information. Then the interesting argument of how we deserve a seat at the table, especially since we curate the reputation of the company and our leaders.
In all this, the group – media publications and it’s writers – who were supposed to be on our side of the team, bring up issues about our approach and processes that have been concerning them. Some chose to be subtle, whereas many lashed out like there is no tomorrow, as if all we wish to do is create disheartening experiences for them.
So, you see the list is long and can get longer. Our profession faces real issues that never seem to end (in this I haven’t forgotten the consistent battle of incapable resources in the industry). But then what do you wish to do? Keep talking about what ails us or move through this labyrinth and each day try for a positive change!
It’s definitely time to accept that post covid, the changes that hit us are not purely professional, but will have innumerable human nuances to it. Let’s gear up to design better solutions, especially those that are sustainable and doable across geographies.
Simplicity. Make all communication easy for all. Some get us and some don’t. Let’s stop ignoring the ones who don’t and instead educate them for better (teach people that PR value is a combination of quantitative and qualitative outcome).
Read. Write. And cultivate this. A lot of recent issues have surfaced owing to the lack of reading (enough). The traditional practices of reading minimum 5-10 physical papers everyday has to come back. And magazines too. Read beyond your industry, just everything and anything. Widen your horizon to absorb information. And then see the change in communicating better.
Please stop defending. Every profession is filled with pros and cons. No one person can force down the benefits of their profession. This battle can only be fought by getting better at what you do. Let your work speak for itself. Help others learn what you do. Don’t feel sorry for the few bad apples in your industry, instead collaborate more with the ones interested to bring about change. Just do it (yes, Nike does motivate us all).
Go back to school. Either to learn or to teach. This will help staying updated of the ever-changing environment and give an opportunity to keep improving. Teaching is a great way to learn and sharpen your skills, because a new generation of talent is coming soon. Once again, don’t fear the crop but cultivate them to perform better. This will be our future strength – a tribe that grows together!
Stay passionate. Whether you put in 40hours or 80hours every week. Win awards for your campaigns or lose out by the smallest margin. Don’t have a team or have a team that’s not motivated enough. Are unsure of your future growth or immensely kicked with what’s coming up.
The permutation combination will always exist like yin and yang. It’s only your passion that will get you through! So, work each day passionately, more than yesterday and just strive to get 1% better than you were yesterday.
During our team meetings at office, before every SFA Championship we all align on the basics – practice, plan and get all the training before you hit the grounds. Because once you get on the playground, all you can do is perform! And this is how you build a Champions mindset!

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Pooja Trehan
Pooja Trehan, VP, Communications & Public Policy.

Building brands through story-telling is what keeps me going! Having spent 18years in this industry, I am far more excited to experiment on what's next to unlearn. Worked with industries across FMCG, Oil & Gas, Technology, Fashion, Telecom, Media House, F&B and now Sports, my curiosity to craft a narrative only gets deeper. Marathons, Black Coffee, learning about Scotch and Malts, reading everything i can, travelling, are few of other personal passions that I happily pursue.

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