With the advent of the internet, the rules of communication as we know it has undergone a sea change. It’s entirely common these days to see a diverse array of human and nonhuman actors — consumers, brands, AI agents, and more — continuously interact, influence, and reshape messages across digital platforms. No longer is uni-directional communication the norm, and even two-way communication is now passe. Now, it’s all about communicating everywhere, everything, all at once.
Wrapping your head around this calls for a new-age approach, one we sit down with Vidhi Shah to understand. As the Co-Founder of Synapse PR, her expertise in navigating complex media landscapes and building robust public reputations has been instrumental in her journey from employee to entrepreneurship.
How do you approach balancing authenticity and transparency in brand communications while also managing potential reputational risks?
At Synapse PR, we take a strategic approach to balance both. While openness is key to building trust, we recognize that transparency must be managed carefully to protect the brand’s reputation. Our process involves crafting messages that are not only truthful but also strategically aligned with the brand’s core values. We work closely with clients to navigate potential reputational risks, ensuring that every communication strengthens the brand’s position without compromising its integrity. It’s about delivering authentic messages that resonate with the audience while maintaining long-term brand trust.
Could you describe your experience with integrating AI and data analytics into PR strategies? How do you see these technologies shaping the future of PR measurement and decision-making?
While it’s still in the early stages, these tools are giving us clearer insights into what’s working and where adjustments are needed. We use data analytics to track engagement and sentiment, which helps us tweak campaigns to be more in line with our audience’s expectations. AI is helping us understand patterns in audience behaviour and content performance, allowing us to refine our strategies as we go. While it’s still a work in progress, we’re excited to keep exploring how these technologies can support more data-driven, personalized campaigns in the future.
In an era of constant digital connection, how does one design and implement an effective crisis management plan that addresses both traditional and social media concerns?
A solid crisis management plan in today’s connected world needs to be fast, flexible, and thorough. When something goes wrong, we respond quickly—monitoring both traditional and social media closely to understand the narrative. For traditional media, we focus on getting key messages out through press releases or media briefings. But social media is where the real-time conversations happen, so we engage directly, correcting misinformation and addressing concerns swiftly. The key is consistency—having a unified strategy that adapts to both media types while staying true to the brand’s voice. Our goal is always to stay transparent and keep the brand’s reputation intact across all channels.
What strategies have you found successful for cultivating and leveraging employee advocacy in PR campaigns? How do you ensure alignment between employee messaging and overall brand strategy?
We foster employee advocacy by creating a culture of trust and ownership. We ensure our team feels connected to the brand through clear communication, regular training, and the right tools to align their messaging with our strategy. Transparency and recognition are key—celebrating employees’ contributions strengthens their bond with the brand. When employees understand the brand’s values and goals, their advocacy becomes natural and authentic. Overall, employee advocacy isn’t just a task; it’s about cultivating a sense of belonging and pride in the work we do!
How do you envision the role of PR evolving in the next 3-5 years, particularly in relation to the increasing dominance of digital and social media platforms? What skills do you think will be most crucial for PR professionals in this changing landscape?
The future of PR is going to be even more digital-first, with social media playing an even bigger role in how brands connect with audiences. In the next few years, PR professionals will need to be masters of digital storytelling—using platforms not just for messaging but also for building communities and real-time engagement. Skills like data analytics, social media strategy, and content creation will be essential to crafting personalized and engaging campaigns. At the same time, staying agile and continuously learning about new trends and technologies will be key to success!
