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Welcome to the industry. Now the real work begins.
Placements are the gateway, not the destination. The next twenty-four months will decide whether this becomes a career or just a job you held for a while. What follows is not theoretical. It is what twenty years across agency and in-house work has taught me – and what I tell every young member who joins my team. 1. Begin your career in an agency. An agency will teach you what no classroom and no corporate induction ever will. You will handle five sectors in three years. You will pitch, write, present, recover from a missed deadline, and do it all again before the week ends. You will learn how to…
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The Agency Doesn’t Need Another Rockstar. It Needs Someone Reliable.
Class of 2026: Congratulations. Placements Are Over. The Actual Job Begins Now. To the fresh graduates entering the workforce this month, armed with degrees, internship certificates, LinkedIn announcements saying “Excited to begin my professional journey…”, and enough optimism to survive agency life — welcome. You’ve made it through assignments, attendance shortages, group projects where one person worked and four got equal marks, presentations made overnight, and internships where your biggest takeaway was “Please coordinate.” Now comes the real world. And if your first stop is an agency across PR, advertising, digital, branding, communications or marketing, here’s a perspective from someone who has spent years watching fresher’s walk in enthusiastic, overwhelmed,…
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AI in PR. Or Just PR Being PR? You Tell Me.
Remember Salman Khan’s “Being Human”?I understand its importance more now. AI could have never helped me with this hook, right? :’) No matter how much AI we use, we humans will still connect to human tone more. We will relate to human essence more. Not against AI, but so many of us are not realising we are way smarter than this tool. AI is becoming the benchmark, it has quietly entered everything we do. Drafting pitches. Writing thought leadership. Summarising briefs. Rewriting subject lines for the tenth time. Even writing simple texts! PR is so, so simple. Yet so complicated and difficult. Not because the work itself is tough, but…
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What It Means to Be a Woman in Corp Comm & PR in 2026?
A Year of Reckoning — or Just Toeing the Line? After (and while) spending a whole afternoon designing “creative” pieces to impress my tribe on Women’s Day, the mind just kept circling back to one thought. And that was – year after year we celebrate this one day so special for women by announcing special & limited offers. But do we really need this? Can we as women leaders step back and break the pattern, maybe design something interesting for another day? Or even create something unique that will spotlight impact! Yeah! Goal for another 365 rotations of the planet, probably. Long ago, I used to think getting a seat…
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Beyond just Buzzwords: Real challenges awaiting corporate communications
Corporate communication is like the glue that holds organizations together. Welcome to 2025, where the landscape for corporate communications promises to be as exciting as it is challenging. As we enter the year, an array of challenges await that will redefine how organizations engage with their stakeholders. It’s time to buckle up, as this will require strategic foresight and adaptability to maintain effective communication. The AI Tango First up With AI becoming increasingly prevalent, corporate communicators will need to navigate the benefits and risks of AI-generated content, ensuring transparency and authenticity in their messaging. While AI tools are becoming incredibly sophisticated at drafting press releases and social media posts, they’re…
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Red & Green flags when running a Communications Consultancy: Lessons from the Agency Trenches
We are moving at as I call it – at ‘atomic speed’! In this crazy barrage of messages from all over, clarity is the currency that separates noise from value. At Tute Consult, after fifteen years in the crossfire of this business, we’ve learned that understanding who you work with, and who works with you, is everything. Not every client or colleague is built for collaboration, and recognizing the signs early can mean the difference between friction that fuels creativity and friction that drains it. At Tute, trading short-term business for long-term impact isn’t just a philosophy; it’s how we build enduring relationships, craft memorable campaigns, and deliver results that…
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And how are you slaying Communications when Over 40: Power Skills, Global Edition (With Bots Included), maybe!
Perfected powerpoint. Then upskilled on Teams (and slack!). And thought this would keep you ahead in corporate comms, hmm…go ahead and laugh. Today, the game has shaped beyond geographies, where AI-generated robots are competitors, and one needs to get equipped to run around all aspects possible. So, sharing some cheat-day ideas for a better journey ahead. Geopolitical GatekeeperAt the next team call, you’re fielding questions about sanctions, supply chain delays or “just what did the CEO mean by that tweet?” When US announced new tariffs, or China shifted data policies overnight or Turkey supported our rivals – it’s your job to keep communication compliant and crisis-ready. Decades of experience is…
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Podcasts as a Media Tool in India
The US presidential elections underscored the power of podcasts, positioning them as a game-changer for influence and engagement. Global media experts were quick to recognize podcasting as a dynamic medium on the rise. The numbers back this claim: the global podcasting market was valued at a staggering USD 18.52 billion in 2022, with a projected compound annual growth rate (CAGR) of 27.6% from 2023 to 2030. But what makes podcasts so compelling? Often dubbed “radio on demand,” podcasts offer listeners unparalleled flexibility. They can tune in while multitasking—commuting, exercising, or even cooking dinner. Beyond entertainment, podcasts have found their niche in education, delivering audio resources effortlessly and engagingly. The medium’s…
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Beyond just Buzzwords: Real challenges awaiting corporate communications
Corporate communication is like the glue that holds organizations together. Welcome to 2025, where the landscape for corporate communications promises to be as exciting as it is challenging. As we enter the year, an array of challenges await that will redefine how organizations engage with their stakeholders. It’s time to buckle up, as this will require strategic foresight and adaptability to maintain effective communication. The AI Tango First up With AI becoming increasingly prevalent, corporate communicators will need to navigate the benefits and risks of AI-generated content, ensuring transparency and authenticity in their messaging. While AI tools are becoming incredibly sophisticated at drafting press releases and social media posts, they’re…
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Should we define a new PR JD?
It’s 2024, a new year with a new outlook and a lot has changed in terms of approach, audience, mandates, and expectations. Today, PR is not just about storytelling or managing media, but it is pretty much defining and establishing narratives, it is the heart and center of a campaign. Expectations are no longer restricted to brand awareness but slowly have gone towards generating effective ROI, especially with the lines of marketing and PR being blurred now. Add to this, technology and digital disruption, inflation, talent and skillset challenges there is a massive shift being seen which has revived our profession. Does this mean our profiles have changed? Is it…
