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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…
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Strategy calls for strategy communication
After a bundle of workshops, a new business strategy is finally ready. Congratulations! But to be honest, the real work is still ahead. Even a brilliant business strategy is very easy to kill before it gets to take off, and the easiest recipe for this is to forget your own people when communicating the strategy. This serious mistake is still, unfortunately, and based on my experience, a common failure in many organizations. From the comms agency perspective, strategy communication is one of the most asked services we right now have – almost regardless of the geographical market where the client is operating. To discuss this, the Founders and Partners of…
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‘49 TOUCH-POINT Playbook’©
Proprietary planning framework launched by integrated Communications Consultancy Tute Consult A comprehensive model aimed to ease planning for agencies and clients to be future-ready Mumbai, 10 March 2023:- Integrated Communications consultancy Tute Consult launches their proprietary planning framework – ’49 Touch Point playbook’©. Aimed to ease planning including all aspects of integrated communications and POEM’s (paid, owned, and earned media vehicles), this framework will be an open-source, free-to-use tool for agencies and clients. This initiative is supported by PRPOI, India’s largest PR community dedicated to upskilling. The Playbook is a detailed chart where one can create a communication roadmap by slotting key messaging statements, strategy, approach, and tools to accomplish…
