MAM
Navigating the evolving PR landscape: Future trends and essential skills
Mumbai: Public relations (PR) as an industry is undergoing significant transformation, driven by technological advancements and strategic shifts. According to a 2023 report, social responsibility (including CSR and DE&I) has taken centre stage, with AI and technology a close second. Another trend that is slowly catching up is data-driven PR, with a focus on narratives that are ground firmly in facts and numbers. Understanding these emerging trends, fostering collaborative strategies, and building up diverse skill sets will be critical for PR professionals to thrive in 2024 and beyond.
PR Trends for the Future:
More and more professionals are gravitating towards a career in PR. In 2022 alone, the industry grew by 13% – and on the flipside, journalists are now receiving over a hundred pitches a day from aspiring newbies. Standing out amidst the competition requires a careful and strategic approach to PR, whether one is new to the industry or a seasoned veteran – and that requires an understanding of the core trends shaping the industry. Here are the three we deem the most critical.
● Technological Integration: The incorporation of AI and advanced technologies is reshaping PR practices. It is undeniable that AI can significantly enhance speed and efficiency along the PR workflow – it is also exponentially faster when it comes to data crunching. At the same time, it is vital to know how to use AI responsibly to avoid biases and ensure that the authentic human touch remains.
● Value-centric approach: In the years to come, the best PR strategies will be the ones that can show the most demonstrable value. PR teams that can craft compelling narratives strongly rooted in facts and presenting meaningful perspectives will stand out.
● Collaborative strategising: PR is increasingly becoming less of an outsourced function and more of a collaborative endeavour between agency and client. Going forward, the best PR teams will invest in creating a work environment that is conducive to creativity and open communication.
Crucial Talents for PR Practitioners:
In this ever-evolving landscape, PR professionals must possess a diverse skill set and a commitment to keep learning and growing. In the UK for instance, being familiar with data analytics and AI is slowly becoming a valuable skill set in the PR world – and as an emerging field, the learning never stops there. When it comes to skills that we believe new-age PR practitioners must have, there are three main categories to talk about:
● Essential Skills: Proficiency in communication remains a cornerstone, and writing skills in particular are a must. PR professionals need to be able to consistently write compelling and interesting narratives that pique the interest of the media. While the jury is still out on the use of AI for PR writing, AI can only do so much. Translating complex thoughts onto paper and conveying opinions in a nuanced manner remain hard-earned skills that PR practitioners need to possess.
● Industry skills – PR practitioners need to know how their clients’ industries operate, what factors impact the way they work, and how to devise the best media strategies for different scenarios. A knowledge of and comfort with modern technology is crucial here.
● Adaptability and Awareness: The world is changing faster than ever and PR professionals need to know how to change with it. Part of this is reading the industry news and staying abreast of trends that might impact clients, but it’s also about embracing changes in the approach to PR and media relations. For instance, one growing trend is that journalists expect a more personalised approach to pitching, with an emphasis on topics that appeal to them. It’s also important to understand how media channels are changing and how they interact.
In short, PR professionals of today need to understand much more than just the basics. Knowing the “why” of each strategy, evolving with the times, using AI and other modern technologies judiciously and investing in meaningful relationships with journalists are some of the ways to become more valuable as a PR professional. Going forward, PR will be all about working harder, working smarter, and creating long-lasting impacts for brands – and it’s never too soon to start that journey.
The author of this article is Star Squared PR CEO Priyan DC.
Brands
Netflix India names Rekha Rane director of films and series marketing
Streaming giant bets on a seasoned marketer who helped build Amazon and Netflix into household names
MUMBAI: Netflix has put a proven brand builder at the helm of its films and series marketing in India, naming Rekha Rane as director in a move that signals sharper focus on audience growth and cultural cut-through in one of its most hotly contested markets.
Rane steps into the role after seven years at Netflix, where she has quietly shaped how the platform sells stories to India. Her latest promotion, effective February 2026, crowns a run that spans brand, slate and product marketing across originals, licensed content and new verticals such as games.
A strategic marketing and communications professional with roughly 15 years’ experience, Rane has spent much of her career building technology-led consumer businesses and new categories, notably e-commerce and subscription video on demand. She was part of the early push that introduced Amazon.in, Prime Video and Netflix to Indian homes, then helped turn them into everyday brands.
At Netflix, she most recently served as head of brand and slate marketing for India from March 2024 to February 2026, leading teams across media and marketing for global and local content portfolios. Before that, as manager for original films and series marketing, she led IP creation and go-to-market strategy for titles including Guns and Gulaabs, Kaala Paani, The Railway Men* and The Great Indian Kapil Show, spanning both binge and weekly-release formats.
Her earlier Netflix roles covered product discovery and promotion in India and integrated campaign strategy to drive conversations around the content slate, product awareness and brand-equity metrics.
Before Netflix, Rane logged more than three years at Amazon in brand marketing roles in Bengaluru. There she handled national and regional campaigns for Amazon.in, worked on customer assistance programmes in growth geographies and contributed to the go-to-market strategy for the launch of Prime Video India.
Her career began well away from streaming. At Reliance Brands in Mumbai, she worked on retail marketing for Diesel and Superdry. A stint at Leo Burnett saw her work on primary research for P&G Tide, mapping Indian shoppers’ paths to purchase. Earlier still, at Orange in the United Kingdom, she rose from sales assistant to store manager, running a team and owning monthly P&L for a retail outlet.
The arc is telling. As global streamers fight for attention in a crowded Indian market, executives who understand both mass retail behaviour and digital habit-building are prized. Rane’s career sits at that intersection.
For Netflix, the bet is simple: in a market spoilt for choice, sharp marketing can still tilt the screen. And with Rane now leading the charge, the streamer is signalling it wants not just viewers, but fandom.
Brands
Orient Beverages pops the fizz with steady Q3 gains and rising profits
Kolkata-based beverage maker reports stronger revenues and profits for December quarter.
MUMBAI: A fizzy quarter with a steady aftertaste that’s how Orient Beverages Limited, the company that manufactures and distributes packaged drinking water under the brand name Bisleri closed the December 2025 period, as the Kolkata-based drinks maker reported improved revenues and a healthy rise in profits, signalling operational stability in a competitive beverage market.
For the quarter ended December 31, 2025, Orient Beverages posted standalone revenue from operations of Rs 39.98 crore, up from Rs 36.42 crore in the previous quarter and Rs 33.53 crore in the same quarter last year. Total income for the quarter stood at Rs 42.24 crore, reflecting consistent demand and stable pricing across its beverage portfolio.
Profit before tax for the quarter came in at Rs 3.47 crore, a sharp improvement from Rs 1.31 crore in the September quarter and Rs 0.39 crore a year ago. After accounting for tax expenses of Rs 0.79 crore, the company reported a net profit of Rs 2.68 crore, nearly three times the Rs 0.99 crore recorded in the preceding quarter.
On a nine-month basis, the momentum remained intact. Revenue from operations for the period ended December 31, 2025 rose to Rs 117.66 crore, compared with Rs 106.95 crore in the corresponding period last year. Net profit for the nine months climbed to Rs 5.51 crore, more than double the Rs 2.18 crore reported in the same period of the previous financial year.
The consolidated numbers told a similar story. For the December quarter, consolidated revenue from operations stood at Rs 45.06 crore, while profit after tax came in at Rs 2.06 crore. For the nine-month period, consolidated revenue touched Rs 133.57 crore, with net profit of Rs 4.49 crore, underscoring the group’s improving profitability trajectory.
Operating expenses remained largely controlled, with cost of materials, employee benefits and other expenses broadly aligned with revenue growth. The company continued to operate within a single reportable segment beverages simplifying its cost structure and reporting framework.
The unaudited financial results were reviewed by the Audit Committee and approved by the Board of Directors at its meeting held on 7 February 2026. Statutory auditors carried out a limited review and reported no material misstatements in the results.
In a market where margins are often squeezed by input costs and competition, Orient Beverages’ latest numbers suggest the company has found a reliable rhythm not explosive, but steady enough to keep the fizz alive.
MAM
Washington Post CEO exits abruptly after newsroom cuts spark backlash
Leadership change follows layoffs, protests and a bruising battle over trust.
MUMBAI: When the presses are rolling but patience runs out, even the editor’s chair isn’t safe. The Washington Post announced on Saturday that its chief executive and publisher Will Lewis is stepping down with immediate effect, bringing a sudden end to a turbulent two-year tenure marked by financial strain, newsroom unrest and public backlash.
Lewis’s exit comes just days after the Bezos-owned newspaper announced sweeping job cuts that triggered protests outside its Washington headquarters and a wave of anger from readers and staff. While newspapers across the US are grappling with shrinking revenues and digital disruption, Lewis’s leadership had increasingly come under fire for how those pressures were handled.
The Post confirmed that Jeff D’Onofrio, a former Tumblr CEO who joined the organisation last year as chief financial officer, has taken over as CEO and publisher, effective immediately. In an email to staff, later shared by reporters on social media, Lewis said it was “the right time for me to step aside.”
The leadership change follows the announcement of large-scale redundancies earlier this week. While the Post did not officially confirm numbers, The New York Times reported that around 300 of the paper’s roughly 800 journalists were laid off. Entire teams were dismantled, including the Post’s Middle East bureau and its Kyiv-based correspondent covering the war in Ukraine.
Sports, graphics and local reporting were sharply reduced, and the paper’s daily podcast, Post Reports, was suspended. On Thursday, hundreds of journalists and supporters gathered outside the Post’s downtown office in protest, calling the cuts a blow to public-interest journalism.
Former executive editor Marty Baron described the moment as “among the darkest days in the history of one of the world’s greatest news organisations.”
Lewis defended his record in his farewell note, saying “difficult decisions” were taken to secure the paper’s long-term future and protect its ability to publish “high-quality nonpartisan news”. But his tenure coincided with growing scrutiny of editorial independence at the Post.
Owner Jeff Bezos faced criticism for reining in the paper’s traditionally liberal editorial page and blocking an endorsement of Democratic presidential candidate Kamala Harris ahead of the 2024 US election. The move was widely seen as breaking the long-standing firewall between ownership and editorial decision-making.
According to a Wall Street Journal report, around 250,000 digital subscribers cancelled their subscriptions after the paper declined to endorse Harris. The Post reportedly lost about $100 million in 2024 as advertising and subscription revenues slid.
While the wider newspaper industry continues to battle declining print advertising and the pull of social media, some national titles have stabilised. Rivals such as The Wall Street Journal and The New York Times have managed to build sustainable digital businesses, a turnaround that has so far eluded the Post despite its billionaire backing.
As Jeff D’Onofrio steps into the role, the challenge is stark, restore confidence inside the newsroom, win back readers who walked away, and prove that one of America’s most storied newspapers can still find its footing in a brutally competitive media landscape.
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