MAM
The evolution of PR in a social media era
Mumbai: In today’s fast-paced world, where authenticity reigns supreme, organisations are discovering the transformative potential of purpose-driven communication. From fostering trust within communities to driving societal change, the integration of core values into communication strategies is no longer just a trend—it’s a necessity. But how do we ensure that these messages resonate authentically with diverse audiences, both internally and externally? And what role does PR play in managing online reputation amidst the ever-evolving landscape of social media?
To gain more indiantelevision caught up with DVP – corporate communications Deepika Singh purpose-driven communication, exploring its impact, measuring success, and uncovering the skills needed for the next generation of communicators to excel in this dynamic landscape. Get ready to harness the power of purpose and revolutionize the way we connect and engage with the world around us!
Edited Excerpt
On integrating organizational values into your communication strategy within the company and the communities it serves
Integrating organizational values into communication strategy involves understanding core values, setting clear goals, crafting messaging aligned with these values, training employees, adopting a client-centric approach, prioritizing transparency, and accountability, engaging with communities, fostering partnerships, monitoring outcomes, and staying adaptable. While drawing this path is easy, executing it requires a whole lot of collaboration and seamlessness between several departments and employees along with a single goal.
By consistently embodying these values and effectively communicating them through tailored messages and engagement efforts, we can build trust, enhance reputation, and drive positive social impact within the communities they serve.
On ensuring that purpose-driven messaging resonates authentically with diverse audiences, both internally and externally, given your extensive background in PR and reputation management
To ensure that purpose-driven messaging resonates authentically with diverse audiences in any organization, a strategic approach is essential. I start by understanding the unique needs and perspectives of each audience segment, including clients, employees, investors, and community stakeholders. Then I get into defining a clear and meaningful purpose that goes beyond financial goals, aligning with the values and aspirations of diverse groups. A message house with proof points for external as well as internal audiences becomes extremely essential. Internally, I engage employees by articulating the purpose and its relevance to their roles, fostering a culture where they feel connected to the organization’s mission. Providing training to enhance cultural awareness among employees and tailoring communication channels to effectively reach different audiences with authentic, respectful messaging comes next. Training spokespeople to address media is important along with repeatedly using the messaging in all documents prepared for external communications.
On the ideal way to map the impact of purpose-driven communication on your target audience and the broader community
Mapping the impact of purpose-driven communication on our target audience and the broader community is a strategic process that begins with defining clear objectives for our communication efforts. We aim to achieve specific outcomes such as increased awareness, behaviour change, or enhanced community engagement through our purpose-driven messaging.
To measure impact, we use a combination of quantitative and qualitative metrics. We track metrics like website traffic, social media engagement, and sentiment analysis, and conduct stakeholder interviews to gather insights into how our messages resonate.
Before implementing our purpose-driven strategies, we conduct baseline assessments to understand the current perceptions and behaviours within our audience. This helps us establish a benchmark for evaluating the effectiveness of our communication efforts over time.
As we implement purpose-driven campaigns, we utilize various tracking mechanisms including surveys, focus groups, and analytics tools to gather ongoing data on audience response and understanding. We segment our audience based on demographics and psychographics to analyze impact across different groups and tailor our messaging accordingly to maximize effectiveness.
Additionally, we engage in open dialogue with stakeholders to gather qualitative insights and refine our messaging based on their feedback.
On the role of PR evolving in managing a company’s online reputation and addressing public concerns, with the rise of social media
With the advent of social media, the role of PR in managing a company’s online reputation and addressing public concerns has fundamentally shifted towards a customer-centric approach. Rather than leading with the product, PR professionals prioritize putting the customer first in all communication strategies. This means crafting social media content with a human voice that resonates with consumer needs and interests, ensuring that every interaction online is valuable and meaningful to the audience.
In this digital landscape, the focus is not only on Return on Investment (ROI) but equally on Return on Engagement (ROE). Social media content is designed to be useful, informative, and relatable, catering directly to consumer preferences and providing tangible value in every interaction. PR teams strive to be present, useful, and quick in engaging with customers online, leveraging micro-moments to connect authentically and address concerns promptly.
The evolution of PR in the age of social media underscores the importance of being there for customers, offering useful content that enriches their experience, and responding swiftly to their needs. This approach allows companies to build genuine relationships, enhance brand reputation, and drive meaningful engagement in the digital space, ultimately translating into both tangible and intangible returns on engagement.
On purpose-driven communication directly contributing to societal impact or positive change within the communities it operates in
Purpose-driven communication has catalyzed societal impact by aligning with the values of Gen Z, leading to greater social awareness, consumer-driven demands for corporate accountability, enhanced community engagement, and the amplification of social justice movements. As brands continue to embrace and authentically communicate their purpose, the positive changes within communities are likely to grow, driven by the socially conscious and active Gen Z population.
Companies that have taken a stand on issues such as racial equality and LGBTQ+ rights have seen positive responses from Gen Z. For instance, Nike’s endorsement of Colin Kaepernick’s activism led to both increased support from younger consumers and greater public discourse on racial justice issues.
On the next generation of communication professionals embracing purpose-driven approaches, and skills or mindset shifting necessary for them to excel in this aspect
The next generation of communication professionals is poised to embrace purpose-driven approaches, reflecting their deep commitment to DEI. Corporate accountability is very important and the future generation needs to emphasize transparency and accountability to meet the increasing demands of socially conscious audiences. They need to be genuine in their messaging, ensuring transparency about the organization’s goals and progress while crafting culturally aware and empathetic messages. Proficiency in leveraging digital tools and social media platforms, along with strong storytelling skills, will enable them to create compelling narratives that resonate with diverse audiences and measure the impact effectively.
Additionally, collaboration across various departments, a commitment to continuous learning and adaptability are crucial. Upholding ethical standards in all communications will further reinforce the organization’s commitment to positive societal impact, driving meaningful connections and fostering trust within communities. Future communicators should develop a deep understanding of cultural nuances and empathy for social issues and the values of their audience. They should be flexible and responsive to evolving social trends and consumer expectations.
Brands
YES Bank hands the keys to SBI veteran Vinay Tonse as it bets on a new era
Former SBI managing director appointed as YES Bank’s new MD and CEO
MUMBAI: YES Bank is done rebuilding. Now it wants to grow. The private sector lender has appointed Vinay Muralidhar Tonse as managing director and chief executive officer-designate, with RBI approval secured and a start date of April 6, 2026 confirmed. The three-year term signals the bank’s intent to shift gears from crisis recovery to full-throttle expansion.
Tonse, 60, is no stranger to scale. Most recently managing director at State Bank of India, he oversaw a retail book of roughly $800bn in deposits and advances, one of the largest in the country. Before that, he ran SBI Mutual Fund from August 2020 to December 2022, a stint that saw assets under management surge from Rs 4.32 lakh crore to Rs 7.32 lakh crore across market cycles. Add stints in Singapore and four years leading SBI’s overseas operations in Osaka, and the incoming chief arrives with a genuinely global CV.
His academic grounding is equally solid: a commerce degree from St Joseph’s College of Commerce, Bengaluru, and a master’s in commerce from Bangalore University.
The appointment follows an extensive search and evaluation process by the bank’s Nomination and Remuneration Committee. NRC chairperson Nandita Gurjar said the committee unanimously backed Tonse, citing his leadership track record, governance credentials and ability to drive the bank’s next phase of transformation.
Non-executive chairman Rama Subramaniam Gandhi was unequivocal. “I am certain that Vinay Tonse, with his vast experience as a senior banker, will propel YES Bank to its next phase of growth,” Gandhi said, adding that the bank remains focused on strengthening its retail and corporate banking franchises and expanding its branch network.
Rajeev Kannan, non-executive director and senior executive at Sumitomo Mitsui Banking Corporation, the bank’s largest shareholder, said Tonse’s experience across retail, corporate banking, global markets and asset management positioned him well to lead the lender. SMBC said it looks forward to working with Tonse and the board as YES Bank pursues its ambition of becoming a top-tier private sector lender anchored in strong governance and sustainable growth.
Tonse succeeds Prashant Kumar, who took the helm in March 2020 when YES Bank was in freefall following a severe financial crisis, and spent six years painstakingly stabilising the institution, rebuilding governance and restoring operational scale. Gandhi was generous: “The bank remains indebted to Prashant Kumar, who is responsible for much of what a strong financial powerhouse YES Bank is today.”
Tonse, for his part, struck a purposeful note. “Together with the board and my colleagues, I remain deeply committed to creating long-term value for all our stakeholders,” he said, pledging to build on Kumar’s foundation guided by his personal motto: Make A Difference.
Beyond the balance sheet, Tonse played cricket at college and club level and represented Karnataka in archery at the national championships — sports he credits with teaching him teamwork, situational leadership, discipline and focus. In quieter moments, he reaches for retro Kannada music, classic Hindi songs, and the crooning of Engelbert Humperdinck, Mukesh and Kishore Kumar.
YES Bank has its steady-handed rebuilder in Kumar to thank for survival. Now it has a scale-obsessed growth banker at the wheel. The next chapter starts April 6.
