Most Impressive PR Leaders, Making Waves in the Industry – 2024 Sept2024

LOOK www.ciolookindia.com I N D I A Vol 09 | Issue 01 | 2024 Relevancy of Editorial Best Media Pitch Calendars in Today's PR Market Most Impressive PR Leaders, Making Waves Industry - 2024 How a Well-constructed Recounters of Stories Storyline Helps PR Marketing? in the Ankit Jaitly CEO 365Digital 365Digital The Master of Branding Creating Innovative Solutions

Most Impressive PR Leaders, Making Waves Industry - 2024 in the

TRANSFORMATIONAL TITANS OF THE TOMORROW C hange-making leaders in the industry are leading this dynamic, doing something that will have staying power to redefine the public relations space. The communication landscape has undergone tremendous change with an insistence on more sophistication from PR leaders. There's a shift from reputation management across borders to telling great stories in a digital era-as such industry trailblazers are as much leading the pack as they are keeping up with change. emerged as a new currency. Modern PR leaders are the masters of creating connections in messages resonating with a range of audiences but without compromising on the brands that they represent. Innovation has become the hallmark of the most impressive PR leaders. With an evolution of the industry, innovators are not those who fear to break the rules and try new terrain. Perhaps the greatest defining factor of today's PR leader is their focus on learning and professional development. At the heart of success lies adaptability. The role of public relations cannot be restricted merely to traditional media alone; rather, social media outlets, influencers, and, more importantly, multiple channels that are digitally different now play a huge part in the lives of publicists. Agility and flexibility are what today's PR leaders thrive on. They embrace all the fluidity of the modern media landscape and are leveraging upcoming technologies such as artificial intelligence and data analytics in efforts to stay ahead of future trends and predict probable problems before they come about. The fast pace at which change is happening in the industry requires that leaders be up to date and adapting as well. As you will flip through the pages of this CIOLook India’s exclusive edition, ‘Most Impressive PR Leaders, Making Waves in the Industry – 2024,’ you’ll see that they invest in continued learning, keeping them abreast of latest technologies, communication tools, and industry trends. That way, they can deal with tomorrow's challenges. Immerse yourself, and be ready to get enchanted! Beyond adaptability, perhaps, what actually differentiates these public relations professionals is how they manage to create authentic relationships with an audience. A time when consumers and stakeholders demand greater transparency, trust has Editor's - Gaurav PR Wankhade Managing Editor Note

S p e c i a l Cover Story P r o fi l e Shweta Dhyani A Force in PR and Branding Making Waves in the Industry 20 Content Content A R T I C L E S Recounters of Stories How a Well-Constructed Storyline Helps PR Marketing? 16 24 Best Media Pitch Relevancy of Editorial Calendars in Today's PR Market 365 Digital The Master of Branding Creating Innovative Solutions

FOLLOW US ON www.twitter.com/ciolookindia www.facebook.com/ciolookindia/ LOOK Most Impressive PR Leaders, Making Waves Industry - 2024 I N D I A www.ciolookindia.com Abhishek Joshi Editor-in-Chief WE ARE ALSO AVAILABLE ON in the CONTENT Managing Editor: Gaurav PR Wankhade Assisting Editor : Prajakta Zurale CONTACT US ON Email Company Featuring Brief sales@ciolookindia.com For Subscription DESIGN 365 Digital offers digital marketing services like website development, SEO, SEM, Content Marketing, PPC ads campaigns and more. Ankit Jaitly, CEO 365 Digital Visualizer: Sandeep Tikode Art & Design Director: Sarita Bhagat Associate Designer : Nagaraj Patil www.ciolookindia.com Keywork Communications is a leading PR agency in Delhi, specializing in creating impactful strategies for interior designers, architects, and furniture. Shweta Dhyani, Director of PR and Branding Keywork Communications Copyright © 2024 CIOLOOK India, All rights reserved. The content and images used in this magazine should not be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without prior permission from CIOLOOK India. Reprint rights remain solely with CIOLOOK India. SALES Orion PR is the leading PR agency in Mumbai, providing services in crisis management, public & media relations and reputation management. Khalid Jamal, Director Vice President : Swapnali Vasaikar Asst. Vice President : Tejaswini Whaval Sr. Team Leader : Suraj Gadekar Sr. BDE : Reetika Sharma Orion PR Pearson Hardman Media specialize in strategic marketing, PR, and social media marketing. Shekhar Wagh, Founder Pearson Hardman Media TECHNICAL Public Media Solution is a one-stop solution for all the branding, marketing, and advertising needs. Ravinder Bharti, CEO Public Media Solution Technical Head : Prachi Mokashi Technical Specialist: Rajeshwari Avhad Technical Consultant : Tanaji Fartade sales@ciolookindia.com Sept, 2024 SME-SMO Research Analyst : Renuka Kulkarni SEO Lead : Nikita Khadalkar Cover Price: Rs.300/-

C O V E R 365 Digital Innovative Solutions S T O R Y Ankit Jaitly CEO 365Digital The Master of Branding Creating With the vision to empower businesses and individuals to become the go-to authorities in our industries through innovative PR strategies and personal branding, we established 365Digital.

Most Impressive PR Leaders, Making Waves in the Industry - 2024 D customers, remain in constant touch with you is of cardinal importance. Keenly aware of this modern reality, 365Digital perfectly blends its best techniques and practices of branding, technology and design to evolve modern hyper-interactive systems. At the helm of this futuristic firm lies an impassioned leader—Ankit Jaitly, the CEO, who brings his expertise to provide the best services to the clients. igital existence is vital for brand creation, survival, and success. Keeping a relentless online presence so that your stakeholders, especially your With a systematic and well-supported approach to activating leaders, the company focuses on technology, strategy, talent, operating model, data and scale, and adoption. It follows the four key pillars of successful digital transformations: IT uplift, digitizing operations, digital marketing, and new ventures. The right starting point depends on the client’s context, needs, and digital maturity. I strongly believe in the power of teamwork and cross-functional collaboration. Core to 365Digital’s philosophy is the six habits of digital transformation leaders—focusing on customers first, nurturing talent with new incentives, innovating at scale, being nimble, and implementing major changes to business models at scale. In the vast realm of PR, branding, advertising, promotions, influencers, and digital marketing, the company attracts attention by leveraging cutting-edge technology and data analytics to drive operational excellence and strategic decision-making. Its digital transformation initiatives optimize processes, predict maintenance needs, and enhance overall efficiency across all operations. Moreover, the company implements comprehensive sustainability programs that reduce its environmental footprint and create new value streams through circular economy initiatives. Effective Leadership Style Ankit’s leadership approach involves several key elements: Inspiring a Shared Vision: He works to articulate a compelling vision for 365Digital’s future that energizes and aligns their entire team. “This involves clearly communicating our purpose, values, and long-term goals in a way that resonates with employees at all levels.” A Powerful Realization Fostering Innovation and Creativity: They’ve cultivated a culture that encourages risk-taking and values diverse perspectives, says Ankit, who regularly challenges his team to think outside the box and provide them with the resources and support needed to pursue innovative ideas. The journey of 365Digital’s foundation began with a simple yet powerful realization: the PR industry was evolving at an unprecedented pace, and staying ahead of the curve was not just a choice but a necessity. Ankit recognized the immense potential of personal branding and its ability to help businesses and individuals establish themselves as authorities in their respective niches. From a freelance SEO to a successful Digital Marketer & PR professional, he served as a testament to the transformative power of personal branding and strategic PR. Empowering and Developing Our People: They’ve implemented robust training programs, mentorship initiatives, and career development pathways to help the team members reach their full potential. Building a Collaborative Environment: Ankit says, “I strongly believe in the power of teamwork and cross- functional collaboration,” adding that they’ve broken down silos within the organization and implemented structures that facilitate knowledge-sharing and joint problem-solving. Further, with the vision to empower businesses and individuals to become the go-to authorities in their industries through innovative PR strategies and personal branding, Ankit established 365Digital. With an unwavering commitment to client success and a results-oriented approach, he stays ahead of industry trends and cultivates strong relationships with media outlets. Moreover, he prioritizes client success over profits, navigates the complex PR landscape and delivers exceptional results for my clients. Leading by Example: He strives to model the behaviours and values he wants to see throughout the organization. This includes demonstrating adaptability, ethical decision- making, and a commitment to continuous learning. Fostering Psychological Safety: “We’ve worked hard to create an environment where team members feel safe to voice their opinions, share ideas, and even challenge the status quo without fear of negative consequences,” insists Ankit. Encouraging A Systematic and Well-Supported Approach At 365Digital, the guiding philosophy is to lead with the purpose of driving transformation success.

For digital marketing, team 365Digital harnesses automation and AI for personalized, effective campaigns. This includes AI-driven content creation, advanced social media targeting, and predictive analytics. In public relations, it uses technology to monitor brand sentiment, manage crises, and measure campaign impact, using tools for real-time social listening and sentiment analysis. were forced to cut marketing budgets drastically. This sudden shift led to a substantial decrease in its project pipeline, endangering both revenue and job security for its team members. Despite the adversity, the team demonstrated exceptional resilience and creativity. Recognizing that while some sectors were struggling, others had rising needs, they swiftly adapted their strategy. “We developed new service offerings to meet emerging market demands, including a specialized digital transformation package for brick-and- mortar businesses.” Moreover, the web development team accelerated the launch of e-commerce websites, while the digital marketing experts crafted strategies to help these businesses build an online presence quickly. Workforce Empowerment At 365Digital, personalized learning paths are implemented to support employee growth, aligning individual career goals with the company’s requirements. These tailored development plans cover areas such as SEO, content marketing, web design, and crisis communication while also encouraging cross-functional training. This allows digital marketers to explore web development and PR specialists to engage in social media analytics. The PR team also pivoted to offer crisis communication and reputation management services. They created a COVID-19 communication toolkit to aid businesses in effectively managing stakeholder communication during the crisis, which proved invaluable in maintaining client trust and loyalty. Additionally, they identified the growing importance of virtual events and webinars, rapidly upskilling in these areas to help clients engage with their audiences despite physical distancing measures. Moreover, skill development is a continuous focus, supported by substantial investments in internal and external training. Internally, regular workshops and knowledge-sharing sessions are conducted, where team members present new tools and case studies. Externally, employees are encouraged to attend industry conferences, take online courses, and pursue certifications, with the company providing generous budgets for these opportunities. Aligning Individual and Organizational Goals: He adds, “Our performance management and incentive systems are designed to ensure that individual objectives are clearly linked to our broader organizational goals.” Integrating Digitalization Internally, 365Digital focused on supporting its team by implementing a comprehensive remote working strategy 365Digital places technological innovation at the core of its operations to drive a forward-thinking future for both clients and the industry. Recognizing the ever-evolving digital landscape, the team prioritizes staying ahead of these changes to ensure success. Their approach to integrating digitalization starts with internal processes. A flat organizational structure fosters open communication and idea-sharing across all levels, enabling employees to pitch innovative concepts and new services directly to leadership. This approach empowers the team and ensures the company remains innovative and responsive to market trends. Additionally, a mentorship program pairs junior employees with experienced staff, accelerating learning and offering leadership development opportunities. Strategy for Streamlined Operations Ankit also believes that operational efficiency and customer satisfaction are closely linked. He says their approach includes: “We’ve adopted advanced project management and collaboration tools, enabling seamless cross-disciplinary teamwork,” says Ankit. This enhances his and his team’s ability to deliver cohesive, multi-channel campaigns for clients. Heavy investment in data analytics, including AI and machine learning, provides deeper insights into consumer behaviour and campaign performance, allowing for real-time strategy optimization and maximum ROI. We’re developing AI- powered content creation tools capable of producing high-quality, multilingual content at scale, catering to the diverse linguistic needs of the Indian market. • • Customer-centric innovation, Leveraging analytics for data-driven decision-making and Employing agile methodologies to adapt swiftly to feedback. Recognition plays a vital role in the empowerment strategy, with individual and team achievements celebrated through announcements and performance-based bonuses. Ankit informs that they also utilize digital learning platforms for flexible, self-directed learning and emphasize soft skills development through team-building exercises, communication workshops and leadership training. • The team invests in technology that streamlines operations and enhances the customer experience, such as AI-powered tools and automated systems. In web development, they explore new technologies to enhance user experience and website performance. They also leverage progressive web app technologies, AI- powered chatbots, and advanced SEO techniques to keep clients’ digital presence cutting-edge and future-proof. “Our commitment to adopting new web standards ensures continued innovation,” adds Ankit. Additionally, they focus on empowering employees to balance efficiency with customer needs, fostering a culture of continuous improvement and maintaining open feedback channels. Regular assessment of Net Promoter Scores (NPS) alongside operational KPIs ensures they meet both efficiency and satisfaction objectives. Surmounting Challenges During the initial months of the COVID-19 pandemic in 2020, 365Digital faced significant challenges as many clients, particularly in travel, hospitality, and retail,

efficiency, including sound financial planning and resource allocation, is critical. Embracing ethical practices and transparency is imperative in the digital marketing and PR fields, as it fosters a reputation for integrity and combats misinformation, setting you apart in the long run. The journey of entrepreneurship is challenging, but with the right approach, it can be incredibly rewarding both personally and professionally. Fostering a Digitalized Future 365Digital’s vision is focused on utilizing cutting-edge technology and innovative strategies to democratize access to high-quality digital services and drive transformative growth for businesses across India. A major aspect of this vision involves the development and launch of AI-powered tools and platforms designed to help a broader audience leverage digital marketing and PR. Ankit says they aim to empower small businesses to compete effectively online, regardless of size or budget, by providing user-friendly, AI-driven tools. and increasing internal communication through virtual town halls and team-building activities. This approach helped the firm retain its workforce and led to growth in its client base and service offerings by the end of 2020. Notably, a successful digital marketing campaign for a local grocery delivery startup resulted in a 500% increase in user signups within three months, highlighting the company’s capability to drive results under challenging conditions. The integration of advanced AI technologies into the company’s processes and services is central to its strategy. This will enhance operational speed and efficiency while delivering more personalized and data-driven solutions to clients. “For example, we’re developing AI-powered content creation tools capable of producing high-quality, multilingual content at scale, catering to the diverse linguistic needs of the Indian market,” he cites. Pearls of Wisdom As a seasoned entrepreneur, Ankit advises budding entrepreneurs to stay ahead of the curve by continuously updating themselves with the latest trends in digital marketing, emerging web technologies, and evolving PR strategies. Attending industry conferences, participating in webinars, and engaging with online communities are essential for staying informed and connected. Building a diverse skill set is crucial; professionals should be cross- trained and develop a holistic understanding of the interconnected digital ecosystem. Prioritizing data-driven decision-making is also key—investing in robust analytics tools and mastering data interpretation can optimize operations and deliver substantial value to clients. Understanding Gen Z's significant influence, Ankit is also ensuring it focuses on creating specialized services and tools to engage this tech-savvy and socially conscious generation. Their strategy includes: • • • Leveraging emerging platforms, Developing immersive AR/VR experiences, and Adopting purpose-driven marketing approaches tailored to this demographic. Additionally, they’re exploring partnerships with educational institutions and government bodies to address the digital skills gap in India. By fostering a new generation of digital professionals, they aim to support India's ambition of becoming a global digital leader. Ankit concludes, “Sustainability is our another key focus, with efforts directed towards developing green digital solutions and promoting sustainable practices among clients, aligning with India's commitment to sustainable development.” Networking and forming partnerships with other agencies, technology providers, and industry influencers are important for business growth and opportunities. Solving real problems rather than just offering trendy services ensures sustainable success by meeting clients' genuine needs and delivering measurable results. Investing in your own brand is vital; use your expertise to build a strong online presence through thought leadership content, case studies, and active social media engagement. Additionally, focusing on financial management and operational

Recounters of Stories How a Well-Constructed Storyline Helps PR Marketing? S now living in a constant digital irony. The online landscape is saturated. Yet, in the public relations (PR) marketing, crafting a well-constructed storyline has become a critical tool. ince artificial imitation machines have now learned to string words together in a cohesive, coherent, and cognizable way, the hyperactive globalized world is feel something real, really real—something that connects. Because, you’re telling a story to sell a product. You’re provoking a feeling, a connection, or even an identity. The more your story resonates, the more audience will actually trust in your brand as their feeling will be authentic. Instead of passive customers; they’ve immersed in your tale becoming a part of the brand narrative. On the one hand, consumers are bombarded with endless streams of information, more than ever, making it increasingly difficult for brands to stand out. On the other, they must do exactly that – differentiate themselves by creating content and stories that attracts consumer attention. Take for instance—a customer who bought your product to overcome a major hurdle. Instead of shouting about your product’s specs or competitive pricing; you must invite them to share their journey, the challenges they faced, and then tell them how your product had been their partner in overcoming those challenges. Did you get the irony? As a captivating narrative allows businesses to break through the noise, build connections, and create memorable experiences, creating it has now been a herculean task. Surprise – You’ll see how many people out identifying with the situation. By sharing their story, in a way, more than just providing information; you’re forming a bond. As Donald Miller rightly says, “People don’t buy the best products; they buy the products they can understand the fastest.” A story isn’t just about accepting the product; it’s about accepting its influence on real lives. As from the ancient times, the power of original storytelling – here used for humanizing a brand, engaging audiences emotionally, and conveying messages to resonate more profoundly than traditional marketing strategies – becomes more crucial than ever. Now, how to Tell a Good Tale? The Real Power Lies in Emotional Storytelling in PR It begins with the basics: at the centre of every good story is a protagonist, a conflict, and a resolution. The protagonist could be your brand, a customer, or even a larger community. But they need to be relatable. Their struggle? Now, there’s a little secret about PR. Emotions. Storytelling inculcate this element in a way that can make your audience (16) (17) Sept| 2024 Sept| 2024 www.ciolookindia.com www.ciolookindia.com

When you carefully craft and curate your stories, you create a clear image in the minds of your audience. And once that image sticks, you’ve got loyalty, trust, and engagement coming your way. That’s the heart of the story. People pay attention when there’s a real challenge involved. It could be as small as choosing between two products or as big as overcoming a life challenge—either way, the conflict creates emotional depth. Then comes the resolution, where your product or service sweeps in and saves the day, creating a positive connection between your brand and the audience. But, but! How Do You Know if Your Story Worked? Unlike traditional marketing, PR storytelling isn’t always about instant gratification. You might not see immediate sales spikes, but that doesn’t mean your story isn’t working. Instead, look at engagement metrics: likes, shares, comments, and mentions on social media. How are people reacting? Are they talking about it? Is there a conversation happening? Sentiment analysis tools can help you gauge how your story is being received—whether it’s positive, neutral, or needs some tweaking. But wait! Don’t forget the takeaway. Every good story leaves an impression, right? Whether it’s “innovation is key” or “sustainability matters,” your takeaway reinforces your brand’s message. What do you want your audience to walk away thinking or feeling? That’s the final touch. Authenticity–that Real Deal! Reality is essential, you can’t fake it. Consumers these days, are like lie detectors—they can sniff out a fake from a mile away. Thus, authenticity is non-negotiable. Real-world examples and testimonials add a level of credibility that just can’t be faked. Especially if your brand is tackling social issues like sustainability or ethical practices, show the real impact. Share how your product is making a genuine difference, whether it's reducing waste or changing lives. And over time, you’ll see the longer-term impact in brand loyalty, customer retention, and yes, even sales. Storytelling is about building relationships, and relationships take time. In Essence... In the wild world of modern marketing, storytelling is like your secret weapon. A well-constructed storyline isn’t just a marketing tool; it’s a connection tool. It helps brands stand out, create emotional bonds, and communicate their value in ways that genuinely resonate with audiences. The key is to stay authentic, build compelling narratives, and use all the right platforms to amplify your message. With a great story, you’re not just marketing—you’re making magic happen. Now, we all know transparency is golden. If you start embellishing or stretching the truth, you’ll lose the audience’s trust faster than you can say “PR disaster.” Stick to real challenges and achievements, and let them speak for themselves. Case studies and user-generated content are fantastic ways to ground your story in reality without crossing into hyperbole. Building a Brand Identity—One Story at a Time Here’s a fun fact: storytelling is one of the best ways to build and reinforce your brand identity. Sure, you’ve got a cool logo and a catchy tagline, but your identity is so much more than that. It’s your values, your mission, and most importantly, the experience you give to your customers. Every story you tell helps shape how people see your brand. Look at Apple. They’ve mastered storytelling. Every ad, every product launch, every campaign tells a story about creativity, simplicity, and innovation. Whether it's a filmmaker editing their next masterpiece on a MacBook or a family sharing memories on an iPhone, the story isn’t just about the product—it’s about how it empowers the user. Apple’s stories reinforce their brand identity so well that you don’t even need to see their logo to know it’s them. (18) Sept| 2024 www.ciolookindia.com

Most Impressive PR Leaders, Making Waves in the Industry - 2024 analytics to measure campaign effectiveness has helped her clients achieve tangible results. A Certified Ayurvedic Diet and Nutrition Coach: A Holistic Approach to Life and Work For me, it’s about understanding my clients’ needs deeply and delivering results that align with their vision. In addition to her role as a PR and branding expert, Shweta is also a certified Ayurvedic Diet and Nutrition Coach. This unique qualification reflects her holistic approach to both life and work. For Shweta, well-being and balance are integral to success, and she brings this philosophy into her professional life by fostering a healthy, supportive work environment at Keywork Communications. A Force in PR and Branding Making Waves in the Industry From organizing high-profile events and conferences to sourcing sponsorship opportunities and generating business through client pitching, Shweta has worn many hats. Her ability to juggle multiple responsibilities while maintaining a high level of professionalism and attention to detail is a testament to her skills as a leader and communicator. ublic Relations (PR) is the game of constant hard P through vast networking and charismatic leadership capabilities. and execute projects within strict deadlines while maintaining a high standard of excellence. As an Ayurvedic Diet and Nutrition Coach, Shweta understands the importance of balance in physical health as well as mental and emotional well-being. This holistic approach has influenced her leadership style, where she emphasizes emotional intelligence, empathy, and work-life balance for her team. work, patience, perseverance, deep-rooted self- belief, confidence, panache, and getting work done “I believe in simplifying processes and getting things done,” Shweta explains. “For me, it’s about understanding my clients’ needs deeply and delivering results that align with their vision. Every project I undertake is a reflection of my commitment to excellence and innovation.” Her work in maintaining good relationships with editors and journalists has ensured that her clients receive the media coverage they deserve. Whether it's writing in-house magazines, articles for print and digital media, or organizing photo opportunities, Shweta has consistently delivered high-quality work that has elevated her clients’ profiles. It is how Shweta Dhyani commands respect in the world of PR, branding, and communication, particularly in the luxury home décor and interior design sectors. As the Director of PR and Branding at Keywork Communications, she has built a formidable reputation as a seasoned communications specialist with an unrivalled ability to understand her clients’ objectives and convey their core messages to the world. Shweta’s journey has been one of growth, innovation, and consistent excellence, making her one of the most impressive PR leaders of 2024. “Being an Ayurvedic Diet and Nutrition Coach has taught me the value of balance in every aspect of life. It’s about creating harmony, whether it’s within yourself or a team,” Shweta says. Leading Keywork Communications: A Game-Changing PR Agency In 2017, Shweta took a bold step by founding Keywork Communications, a PR agency dedicated to handling luxury home décor clients, including furniture stores, online platforms, architects, and interior designers. With a clear vision and a deep understanding of the luxury market, Shweta positioned Keywork as a go-to agency for brands looking to create a strong media presence. A Legacy of Excellence and Innovation One of her key strengths lies in her ability to advise clients on how best to reach their target audiences. By staying in constant touch with print, online, and broadcasting companies, Shweta ensures that her clients are always in the spotlight. Her expertise in collecting and analyzing media coverage allows her to draw insightful conclusions, which she then uses to refine her PR strategies. Shweta’s journey from a PR consultant to the Director of Keywork Communications is one marked by innovation, dedication, and a relentless pursuit of excellence. Her ability to understand her clients’ needs, coupled with her forward-thinking approach to PR and branding, has made her one of the most impressive PR leaders of 2024. A Communications Specialist with a Unique Edge With over two decades of experience in the PR industry, Shweta’s career is a testament to her dedication, creativity, and understanding of the ever-evolving media landscape. Starting her journey in 2003, she spent 13 years with a prominent PR agency in Delhi, where she honed her skills and expanded her knowledge in handling premium accounts. Her ability to translate complex ideas into action, coupled with her keen business insight, allowed her to work with over 100 premium accounts, growing cross-channel revenue streams and ensuring maximum visibility for her clients. Keywork Communications specializes in creating tailored PR strategies that blend traditional media with modern digital techniques, ensuring that clients receive comprehensive brand representation across multiple platforms. Shweta’s leadership has been instrumental in fostering a collaborative work environment that prioritizes creativity and innovation. Her ability to lead a team, align resources, and deliver results that exceed client expectations has helped Keywork stand out in a competitive market. Innovating with Technology: A PR Leader of the Future Her vision for the future is clear: to continue pushing the boundaries of PR and branding, leveraging technology and innovative strategies to create impactful campaigns for her clients. As a constantly evolving leader, Shweta is set to leave a lasting legacy in the PR industry, one that is built on creativity, collaboration, and a deep understanding of the media world. Shweta’s success as a PR leader is rooted in her experience and her willingness to embrace new ideas and technologies. As a self-starter who is unafraid to test new ideas, she has been at the forefront of incorporating digital tools and technologies into her PR strategies. This forward-thinking approach has allowed her to stay ahead of industry trends and offer innovative solutions to her clients. Shweta Dhyani’s ability to foster relationships, her knack for innovation, and her dedication to delivering results have made her a true force in the world of PR. With Keywork Communications thriving under her leadership, the future looks bright for this trailblazing PR expert. “Luxury home décor is an industry that thrives on aesthetics and brand stories. Our job is to communicate those stories in a way that connects with the audience emotionally and intellectually,” Shweta says. “At Keywork, we are constantly pushing boundaries to ensure our clients not only get noticed but also make a lasting impact.” Throughout her career, Shweta has consistently demonstrated a deep understanding of her clients’ industries and mission statements. Whether working with architects, interior designers, or luxury furniture brands, her ability to engage target audiences through print, digital, and social media platforms has set her apart from her peers. Shweta’s approach is centred on building strong relationships with editors, journalists, and media outlets, ensuring that her clients’ messages resonate with the right audiences. Her success can be attributed to her capacity to conceptualize For Shweta, the integration of technology into PR and branding is crucial. “The media landscape is constantly evolving, and as PR professionals, we need to evolve with it. Embracing technology is not just about staying relevant; it’s about using it to enhance the way we communicate and engage with audiences,” she explains. A Multi-Faceted PR Expert Shweta’s ability to blend traditional PR methods with digital tools such as social media campaigns, online platforms, and analytics has given her clients a competitive edge. Her focus on data-driven strategies and the use of Shweta’s versatility as a PR expert is evident in the wide range of roles she has taken on throughout her career. (20) (21) Sept| 2024 Sept| 2024 www.ciolookindia.com www.ciolookindia.com

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T the pitch. As important as storytelling and crafting compelling narratives is, if the right pitch isn't executed at the right time, that idea for a frontpage feature might get overlooked. One of the most precious tools for ensuring PR success remains the editorial calendar, capable of bringing the interests of media outlets together with content needs for PR professionals. An editorial calendar is highly relevant and impactful even within the dynamic and digital-first media landscape of today. Building Media Relations Thought Leadership/Expert Content Calendar imeliness is everything in the cutthroat world of public relations: finding the best media coverage often depends on knowing exactly when to make An editorial calendar does not just offer a tactical advantage but also helps strengthen relationships with media contacts by pitching relevant content based on the calendars of their publications. Editorial calendars are very important for thought leadership efforts. Most publications have special issues that focus on trends, innovation or industry challenges. These open doors can even become a good positioning tool for placing clients as opinion leaders by offering them sources for comment or opinion or interviews. Pitching the same kind of content to the right kind of source, based on the calendar of a publication, consistently is demonstrating that one gets what the media needs, and one is committed to providing value. When you routinely give good, solid stories and they show up on deadline, reporters begin to look at you as a trusted source; it's a lot more probable they will go back to you to obtain another story or even collaborate again. If there is a special edition that a publication is going to produce on sustainability, a PR team can pitch in well beforehand with their client's perspective on the subject or guest article. What are editorial calendars? This would place the client in a position to be viewed as having opinions that are foremost in an industry and increase the client's visibility in a credible platform. The editorial calendars are planning documents created by media outlets to outline the types of content they will produce over a specified period. Typically, these calendars focus on a monthly or quarterly theme, special issues, and future coverage opportunities based on industry events, holidays, or topical issues. It's a type of roadmap for editorial calendars, where journalists and editors plan accordingly, and for PR professionals, it offers the chance to tailor pitches that are timely and relevant to what is being planned by the media outlet. Work Long Lead Opportunities Transition to Digital-Only Outlets There are some publications—largely print magazines— that have lead times of six months or longer. Although digital media operates with much shorter lead times than print, many online publications still rely on editorial calendars-notably for deep features, special reports, or event-driven content. Digital outlets also could have recurring series or themes, such as "Tech Tuesdays" or "Finance Fridays," offering great opportunities for PR pros to pitch targeted stories. With newsletters, podcasts, and digital platforms, the editorial calendars go beyond traditional media, so that pitches set by PR pros align well with the multimedia opportunities that may be open at any given time. Editorial calendars let PR pros plan ahead of time and pitch stories months before deadlines.For example, a lifestyle magazine probably starts planning its winter holiday issue in the summer. If you know this from your editorial calendar, you also know when to pitch holiday-specific content. This kind of advance planning is vital for featuring coverage in larger publications and is specifically significant for product-based companies who want to be included in gift guides, seasonal roundups, or other features. Editorial calendars were more prevalent in the print media compared to print. Long lead times where print media was concerned necessitated long periods that editors had to plan in advance for months. For that reason, editorial calendars were said to be misplaced in terms of digital and social media. This notion is quite the opposite; the calendars are present and remain absolutely essential tools in the PR world for strategic pitching of stories. Preemptive Planning for Industry Events and Trends Editorial calendars often mirror the beat of specific industries. Whether it is fashion, tech, healthcare, or finance, industry publications tie up their content to fit into annual events like conferences, trade shows, or product launches. Why Editorial Calendars Still Matter Content Priorities are Not a Mystery One of the biggest benefits of editorial calendars is insight into content priorities for a publication. With an editorial calendar in their possession, PR pros can be secure in knowing their pitches meet the outlet's focus. That boosts the odds of its inclusion. Unlike mass pitches, editorial calendars allow PR pros to create more targeted pitches that can be constructed around special themes or special issues that are coming up within the given timeframe. Such relevancy shows the editor that you researched them and have good content that fits together perfectly with their planned coverage. Take for example the special issues of tech publications that break out in coverage surrounding events like the Consumer Electronics Show. Healthcare might also focus on a specific topic over the course of a month to create awareness like Breast Cancer Awareness in October. PR pros who are alert to these calendars can leverage this opportunity to time their pitches with such broader industry moments, making their outreach more timely and relevant. (26) (27) Sept| 2024 Sept| 2024 www.ciolookindia.com www.ciolookindia.com

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Most Impressive PR Leaders, Making Waves in the Industry – 2024 Sept2024

Most Impressive PR Leaders, Making Waves in the Industry – 2024 Sept2024

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