Attending PRAXIS 2024 was a really enriching experience. It’s not every day you get to be part of India’s biggest public relations and corporate communications summit, and I’m so glad I got to be there, thanks to ON PURPOSE. The two-day event was packed with sessions, insights, and conversations that really helped me understand where the PR industry is heading, directly from the leaders themselves.
The theme for this year was “Back to Basics—Culture, Community, and Creativity,” which really resonated with me. There was a lot of focus on the importance of storytelling and building authentic connections, which felt very relevant in today’s fast-paced, ever-changing world. But what made the experience even more special was the opportunity to connect with people we work with every day—whether it was catching up with clients in a more relaxed setting or bonding with colleagues outside the usual work routine. It was fun to step away from work and enjoy some music and dance, which added a nice touch to the whole experience.
Beyond the sessions, one of the biggest highlights was the chance to spend time with my teammates. We definitely came back knowing each other better, and it felt like we built stronger connections, which is something you don’t always get to do during the regular grind.
Now, coming to some of my key takeaways from the summit:
Storytelling is key: In PR, strong, authentic stories can make or break a brand’s connection with its audience. As communicators, we need to constantly work on our storytelling skills.
Creativity can change everything: A great example was shared by Sudhir Sitapati, Managing Director and CEO of Godrej Consumer Products, with the famous Lifebuoy chapati campaign at the Kumbh Mela. In this campaign, Lifebuoy creatively stamped chapatis with the message ‘Haath Dhoya Kya’ (Did you wash your hands?), encouraging millions of pilgrims to wash their hands before eating. This simple yet innovative idea effectively promoted hygiene practices in a memorable way, leaving a lasting impact on the masses.
Social media is where it’s at: Today, news first breaks on social media before traditional outlets even pick it up. This shift shows how much power social media holds in the current age, and it’s essential for us to keep this in mind when designing strategies.
Balance your message with audience needs: When creating campaigns, it’s not just about what we want to say. We have to consider what the audience wants to hear and find that balance between brand objectives and audience preferences.
Understand Gen Z: This generation prioritises originality, humour, fun, and innovation. And they trust social media more than traditional news outlets. As PR professionals, we need to keep these insights in mind when designing campaigns aimed at this group.
PRAXIS was more than just about learning; it was about seeing the bigger picture of where our industry is going. One thing that stayed with me was the idea that “PR is no longer just an amplification tool, but we manage reputation.” It was inspiring to see how our role is evolving and becoming more strategic.
To end on a fun note, something Huma Qureshi said during her session really struck a chord: “Stupidity aur creativity mein sirf success ka farq hota hai.” It was a reminder to not shy away from bold ideas, even if they seem unconventional at first. Sometimes, it’s those daring ideas that spark real change. Let’s continue pushing the boundaries of creativity, building a culture that embraces innovation, and strengthening our community through collaboration. Together, we can drive impactful successes. So, here’s a call to action—be fearless, think big, and let creativity, culture, and community guide our journey!