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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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PR in the Intelligence Economy: From Storytellers to Strategic Power Centers
Artificial intelligence is no longer a look good tool but the infrastructure shaping how narratives are created, distributed, challenged, and believed – every single day. In this AI-first world, PR has evolved into a strategic nerve center that influences reputation, risk, and revenue at the highest levels of organisations. The public relations industry is indeed poised for its most profound transformation since the advent of AI and it’s just the opening chapter of a much larger story. The Acceleration of AI in PR The adoption curve of AI in communications has been nothing short of exponential. Those of us who have been in this industry for over 20 years can’t…
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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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The Future of PR: Alive, Evolving, and More Human Than Ever
I almost wrote “PR is Dead!” but by the next morning I realised how wrong that was. After more than 25 years in this industry, I’ve watched public relations transform into one of the most dynamic and adaptive fields out there. From the days of explaining to clients what PR even meant, to now drafting content with AI tools like ChatGPT, the landscape has shifted dramatically. Yet one thing hasn’t changed: convincing clients they need authentic, newsworthy story angles. PR is alive and evolving because people are evolving. The “Public” has fragmented into micro-communities, and “Relations” have been reshaped by social platforms and post-Covid behaviour. Stories still need to be…
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Measuring PR Beyond Media Mentions: ROI, Domain Authority, and Brand Equity
Public Relations has predominantly been measured through a rise in circulation, increasing column inches, and front-page coverage occasionally. The yardstick to measure the successful of a PR campaign usually involved some form of measurement by volumes, number of articles, key touchpoints in media houses, extravagant headlines and share of voice. Sounds familiar? It is. These are all various forms of disguise for the erstwhile AVE. I kid you not. It is still around. However, in the current digitally dominated world, the old metrics are being challenged and a push towards making them obsolete in underway as they do not reflect audience behaviour. Visibility alone doesn’t translate to generating value. For…
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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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The Rise and Fall of the Social Media Influencer: A Changing Digital Landscape
The world of social media influence is shifting, and recent events have underscored just how fragile online stardom can be. Podcaster Ranveer Allahbadia, a well-established digital entrepreneur with seven YouTube channels and over 12 million subscribers, has seen a notable decline in his follower count following controversy on comedian Samay Raina’s roast show, India’s Got Latent. His remarks on the show sparked massive backlash, with many labeling them as vulgarity disguised as comedy. The fallout from this controversy threatens not just his reputation but also his lucrative brand partnerships, which reportedly bring him an estimated ₹35 lakh per month. While Allahbadia’s influence is undeniably vast, his situation reflects a broader…
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How Well Do You Know Your Client?
In the shadowy intersections of corporate ambition and public trust lies an uncomfortable truth that many PR agencies would rather not confront. The rush to onboard clients, driven by revenue targets and the allure of big names, often blinds agencies to the very dangers they are supposed to shield against. The industry’s silent compromise with due diligence has become its Achilles’ heel. For PR professionals, every new client is a promise to shape narratives, protect reputations, and build trust in a world that increasingly questions everything. But what happens when this promise is built on a foundation of ignorance? When agencies fail to ask hard questions about the companies they…
