15. Arunav Sinha at PRAXIS 2019

PRAXIS, world’s largest festival for reputation management professionals was organised on 27th and 28th September 2019 in Grand Hyatt, Goa. The summit was based on ‘Trust at the core of Public Relation’ where various keynote speakers spoke on their take on trust in PR. Arunav Sinha, Head of Communications, Coursera spoke on ‘Rebuilding Trust- The new mandate of Chief Communication Officers.’

His session gave great insight on brand narrative, internal and external communication, and the role of a communication leader. His speech was very meaningful and interestingly articulated with facts and statistics. He talked about owing the brand narrative and being precise and articulate while delivering the message. According to Arunav, Communication leader’s role is rapidly changing. It is no longer packaging the narrative but being predictive, identifying risks and making fundamental changes to the message itself for better and effective communication on behalf of the brand that plays a major role.

He says, PR as a profession is all about communicating and storytelling, as communication leaders you should be able to tell the story better but most of the times, you need to make the story better. While talking about internal and external communication he said, “There is no internal and external communication separately. There is one narrative and your employees are as much the same audience as your customers.” According to him both aspects of communications are equally important for any organization.

Addressing the young audience in the reputation management profession, he gave three major advice to excel in their career, they are as follows:

1. Always be bold and confident.                      

2. Read more and gain information.

3. Write extensively.

His session was full of insights and learning and as an aspiring PR professional, I fully intend to work on his tips to make an excellent professional life for myself.