Rewriting the PR playbook: Navigating disruption in a hyperconnected world

In a world rattled by relentless disruption, be it China’s rapid rollout of low-cost large language models, the regime change followed by religious violence in Bangladesh, the USA’s tariff hikes, or India’s legal reforms such as such as introduction of Muslim Women (Protection of Rights on Marriage) Bill, 2019, Citizenship Amendment Act, 2019, Waqf (Amendment) Bill 2025, the role of the public relations professional has undergone a seismic shift. What was once a behind-the-scenes job focused on press releases and media outreach is now a frontline position in corporate strategy. PR agencies today have evolved into mission-critical partners, offering real-time counsel to brands navigating an increasingly volatile landscape.

As geopolitical tensions flare, algorithms rewrite attention spans, and misinformation moves faster than the facts, reputational risk has become a 24x7 concern. Today, a single tweet can trigger a boycott, or a poorly timed post can sink a campaign. In this environment, PR professionals must wear multiple hats—a strategist, analyst, cultural translator, and often, crisis manager. Given this rapidly changing scenario, how is the PR industry rewriting its playbook? On this National PR Day (April 21), let’s find out how the industry is adapting to global shifts, embracing technological evolution, and wrestling with internal challenges to stay relevant.

Jaideep Shergill, founding partner, Pitchfork Partners

From pitches to policies

Industry experts believe that PR professionals have always been strategic advisors and trusted partners who contribute strategically to building brand identity and reputation management. This shift has been fuelled further by rapid AI advancements, policy overhauls, and evolving societal expectations, making communications not just a support function but a core business driver.

Jaideep Shergill, founding partner at Pitchfork Partners explained that today, the media landscape is not linear and predictable. It is fast, chaotic, and constantly shifting, requiring PR professionals to anticipate changes before they happen and prepare leadership for high-stakes engagement with stakeholders.

A PR role now requires a combination of data literacy, policy awareness, and emotional intelligence. The rapid pace of technological disruption has shortened timelines and broadened opportunities, necessitating swift actions focused on insight-driven strategies. This shift moves communication beyond mere storytelling to story shaping, transforming it into a consultative discipline. “We do not have the luxury of time to evaluate and react. Things can go from zero to 10 within seconds and by the time you react, the conversation has already changed. It is not about being strategic once, and then letting that plan phase out. It is about showing up every single day keeping a pulse on the world and being ready to act. We do not have the option of being laid back; agility is everything,” Shergill said.

Navigating the storm

According to Adfactors PR senior account director Shenaz Sayed, PR professionals must be equipped with a whole new arsenal of skills. Digital savviness is now non-negotiable. Proficiency with social media tools, video editing, basic graphic design, and digital analytics is no longer just a nice-to-have skill set, it is now the baseline. Beyond technical fluency, creative agility is paramount.

Shenaz Sayed, senior account director, Adfactors PR

The ability to pivot fast, reshape narratives, and adapt messaging to an ever-shifting cultural and technological landscape sets great teams apart. Perhaps most critically, misinformation response has become a frontline priority. That means using analytical tools to monitor online chatter, assess risks, and deploy corrective strategies, often within hours.

At the same time, agencies are evolving into intelligence hubs, decoding global developments in real time. Leading agencies are adopting AI-powered monitoring systems, and many are hiring in-house economists and policy analysts to advise big-ticket clients with scenario-based planning. To be truly effective, firms must invest in hybrid talent, those who bring together policy, capital markets, and communication strategy under one roof. “Given the economic volatility and the complex geopolitical scenario, integrating real-time analysis and scenario planning has become part of a daily routine. Agencies now monitor political events, trade policies, and regulatory shifts like tariffs, sanctions etc. as part of crisis preparedness and share advisories with clients,” Sayed said.

Yet, inside these firms, the talent crunch is real. Agencies are confronting a digital talent crunch, particularly in data and analytics roles, which are now essential for measuring impact and fine-tuning narratives. Digital and data specialists are in high demand and short in supply. Many are migrating to in-house roles for better pay, stability, and flexibility.

Responding to pressures

As the communications universe expands across countless digital platforms, PR agencies are being pushed to work smarter. What once revolved around press releases and controlled media coverage has morphed into a round-the-clock multi-platform operation demanding constant tailoring of messages for fragmented audiences. Time has become a scarce resource. Agencies are tackling this by streamlining outreach, becoming more selective with media targets, and focusing on impact over volume.

However, the digital boom has introduced new pressures. Clients now demand quick insights, which has shifted the focus to speed and data-driven performance. The expectation for speedy and high-quality output has led to increased stress and burnout, especially in data and digital roles. To retain talent, agencies are implementing initiatives such as upskilling, workload adjustments, and mental health-targeted programmes. According to Tejal Daftary, founder of Alphabet Media, it is essential to cultivate a culture that prioritises personal growth and flexibility.

Simultaneously, AI is reshaping agency workflows. Its integration with workflows has brought opportunities but also a steep learning curve.

Tejal Daftary, founder, Alphabet Media

From audience analysis to content ideation, AI acts as an accelerant, sharpening insights and enhancing delivery. However, it cannot replicate the human touch, emotional intelligence, or deep understanding of clients and audiences that are central to effective communication. Rather than replacing people, AI is best used in tandem with human expertise. As professionals become more familiar with AI tools, they can harness them to streamline repetitive tasks, freeing up time and mental bandwidth to focus on strategic thinking, impactful storytelling, and relationship-building, areas where human intuition and creativity remain irreplaceable.

Being culturally relevant

Lastly, staying culturally relevant has also not been harder or more critical than ever before. With audiences fragmented across platforms and generations, PR professionals are tasked with crafting narratives that resonate across borders, timelines, and belief systems. They must listen intently, act authentically, and resist the pull of empty trend-chasing. Because relevance without resonance is just noise. It is not about jumping on every viral moment, it is about meaningfully showing up when it matters.

“Chasing trends for visibility alone does not hold value if your audience cannot relate. It is about understanding what your audience truly cares about and responding in a way that feels thoughtful, timely, and aligned with your brand’s voice. That is what leads to meaningful, long-term impact, not just momentary attention,” Daftary said.