 So, first of all, congratulations on being, you know, part of this elite list of the foreign PR and Comfort, you're under 40. And as you must be knowing, exchange for media is committed in recognizing and felicitating upcoming leaders across industries and more specifically for the PR and corporate communications domain. So I would really like to start off with this video series called the next gen series. I mean with you, Ms. Chitali, the PR manager at Nucleus PR. I think you have been a support to me for all my stories and on last moment, you know, quotes and everything. So I think this is indeed a pleasure for us to have you, you know, in this new series. So, how do you feel being a part of the series? First of all, and the elite list. Thank you so much, Napisa, for the kind words for me. It's always give and take. So, yes, we have to be like that. So really, really thank you. Thank you. And I would really like to thank exchange for media group for this recognition. I feel truly honored and humbled for this, because you know, we PR people are known to be behind the scenes people. We are always in that that our client should get recognition, our client should be awarded. And here it's vice versa, you guys are giving us that recognition. So, it really means a lot to me because this is the first award in my lifetime in my career, which I have achieved. So this will be first in my desk. But since we all are working from home, so in my home table, this will be my first award, which I'll be having and it really motivates to be it motivates to, you know, do new new things, you know, I, it's close to 15 years of experience now. And finally, I'm being recognized. So I really feel very good. I think we should keep this winning streak on from now on was to Tali. I think I wish you all the very best for your upcoming years in this industry. So moving on to my next question, you know, things have changed from the past couple of months and to be very precise at past 10 months. You know, the PR industry has seamlessly adapted to the changes that have come their way. So what according to you are the skills required right now in this industry for the for the PR professionals to excel in their field. The key skills required. See PR, I mean, especially after this COVID has entered our life, it has changed drastically. And the one thing which you know, which was, which, which already came in in the industry, the digital transformation, it has accelerated more in these nine to 10 months where you know, you really need to know the digital thing of it. It's not only traditional media anymore. You know, it is about digital, it's about collaboration, it's about influencer marketing. So that has changed, that has changed the PR industry drastically in these 10 months. And you know, you really need to keep upskilling yourself every time you can't just have that. For me, to be very honest, experience counts than a degree. Because whatever you love is completely, this can be taught what you're doing in your day to day. So you know, experience is something different. And you know, in this industry, upskilling needs to be there. Be it your social, be it your content marketing. And you know, even the perspective of clients needs to be changed. They can't tell, okay, I want to come in traditional media. No, even online platforms, even paid collaboration for that matter has plays an important role in this industry. And I have seen this accelerated in this 10 months so far. And you have talked about digital becoming, you know, the next big thing. It was there, but now, you know, it has been amplified. So what are the broad trends that you have noticed as an experienced PR professional that have, you know, really shaped up this industry during this past 10 months to be very precise the COVID infected months. So the broad trends, basically, the first and foremost trend which I think has grown is everything can happen from work from home, we can do virtual meetings that has been accepted. Largely, actually, that's a digital transformation, you know, for client meetings, we need to travel here and there, obviously, but this has been accepted largely now because of COVID times and everything is happening through your virtual camera and everything. Second is, you have to be updated on what is happening. You can just be know we will give you will do press release will do this will do that. No, you have to come up with new things every for every client. Okay, when this COVID entered. I'm sure you must have noticed the media bloodbaths that happened. I mean, it was it's a very bad thing. Media is still going through a lot of things recently also there was a news, which we read for media bloodbath is still continuing. So that means that we need to grow digitally digital transformation is here to stay your part, your podcast, your webinars, everything means a lot. So these are the trends and as a PR professional, you need to be updated. You can sit at one thing you need to come up with new new ideas for that you need to be updated for everything that's there. So basically upskilling and being updated is what are the broad trends according to that will that have shaped up PR industry by far. And also, you know, you have been dealing with clients since many years now since a decade, I would say. So what are the changes that you have noticed in their behavior, or maybe their demands during these months or have they become more acceptable to the needs or have they become more reluctant. I feel when it comes to my client, they have become receptive to whatever we say, because when it comes to nucleus, you know, so far before COVID times, you know, we have been stressing along that digital is the new thing that is going to come. Okay, which I think so many PR professional and PR experts have been telling, but this COVID has actually proved us right. You know, when it comes to our traditional media and everything was online because papers were shut initially, where would you get the coverage from, you know, so where do we go so online and your digital is the only way. And we have been telling them to be active on the LinkedIn on your Twitter on the social media platforms. So that has, you know, that has increased during these months, they have finally given that push. Okay, yes, let's do that. So for us, it has been a receptive thing. Yes, we all the PR professional I think so we've proven right during these times that you need that digital. And, you know, just talk something on the personal front also like we've been working from home since the past eight or nine months, and you are a mother of two very cute little kids. So, so what has been that how has been that experience of you know, balancing both the lives together at the same place. How has that experience been for you. It's been crazy and I have been telling you these times. I prefer this time because they're asleep right now. So hence we can have this chat. Peacefully, initially, it's not that I haven't worked from home. I have been worked from home. But now the it initially could be like one day or two day. Okay, if you have something. But now it's a plus point for them because they see me every day. So for them, this laptop and mouse is like a kilona for them that okay mama what are you doing? What are you not doing? So initially it was a bit tough and crazy for me challenging for me. But slowly slowly I made them understand that see when mama is on call, when I am on call I need to do these actions that you know you don't need to come near me you don't need to disturb me. If at all they are there I have plenty of the toys which make them okay now let's do this. So it is being a challenging times but now I think so even they have understood that mama is here. She is going to work and we are not supposed to disturb her but still somehow they do that they are kids we can't do anything. And a lot of support from my husband as well you know who have been there for me all the time. So crazy thing balancing work and obviously you know my boss has been really understanding she does understand a lot of things because you know when you are working from work it's not only a mother. When it comes to women you have to cook food you have to do this you have to do that you know many of things that needs to be taken care of. So that's really important it's not that a mother or anyone even being a male PR professional you also have other household works to be done. So that really needs to be balanced it took me like month or two to you know balance this out but I finally I'm still doing it and I'm managing it. You did it you came as a winner right. So while you're working from home could you face any technological glitches or maybe some Wi-Fi problem or anything how how the technologically enabled are we are the PR professionals now and if we need to take this to the next level are we completely ready to go fully virtual now. I would say personally I would say that we are 80% ready. Okay. But still 20% when it comes to still somewhere you know I feel that face to face meeting is important at some point you know we are not ready for full virtual thing or for full virtual office also for that matter. You know I have read many of the things that you know people are they have given two years of training that you know now now the firms will work only for from home but I think so somewhere we are still not ready for that full 100% technology. Okay. And if you talk specifically about nucleus PR. So what is the technological infrastructure like and how will you guys be upgrading yourselves or adding new features in this particular aspect. So basically when we started working from home there are a few things which we initially figured like you know having your daily calls weekly calls initially they were monthly meetings. So when this COVID came into our world into our life we made sure that few few protocols needs to be followed because everybody is working from home. We need to have that trust matter. Right. When you're working from office you can see everybody working but from working from home. So you know we really made we set protocols. We did weekly calls we did we have been given Wi-Fi and infrastructure to all our employees. We made sure there's no glitch when there are calls and everything because things are changing drastically. There was a shift all together. So all these you know weekly calls monthly calls monthly Tarunjit Ratan. She's also there for nightly on each and every call with clients and with us that what is happening what is not happening. And that is proven to be very nice you know it's good to be updated for everything as a nucleus PR and we are still continuing them. Okay so now as you have been recognized you know as one of the emerging leaders in this PR industry to be very specific. So what are the qualities according to you that you find important for being a leader. Let's let's talk about three important qualities that you would like to have in yourself as a leader and for others also. One is the listen the first thing is to listen you know you can't say whatever you want to you really need to understand the other side of it. You know in this in this 15 years of journey. You know I have learned a lot. I have been right from cut paste of papers in those when used to give the dockets to the client right from doing those AV she taking that scale and thing. You should one is listening one is I think so you should be down to earth. You know that really means a lot to all the employees because you shouldn't have that. Okay you're a manager of of Mumbai office and you should be approachable when I mean down to what you should be approachable to everything and last work as a team member. Absolutely not as a team manager work as a team member work as an employee to them always make them feel that you are always available for them. I think all these three points are really relevant for your upcoming leaders and to for people who are looking up to professionals like you to enter the industry right. So you know talking about the PR industry and you have been a part of it since a long time. So what you know how has the sentiment of this industry change over the past 10 years if if if I talk about the decade because a lot of our humongous amount of changes have during these 10 years. What are the changes according to you that have shaped this industry. So initially you know when I when I speak about like it was still it is difficult to get coverage be it your traditional or be it online because everybody has their own policies in place but one is the space crunch. Okay right from 10 years the space crunch in your print media has it's like I don't know you used to get this full page coverage when I entered and now it's just a part like a snippet you get it covered to the media industry has changed. Second you really need to be what do I say you really need that bang on point to approach to to any any of them initially things the media rounds and everything obviously still it makes a difference but like I know you. Okay versus I know anyone else there is going to be a huge difference because you will listen to me because we share that rapport you know rapport building is is very important is very important in PR industry and that has really shaped up because from here to there you need to maintain that. Yeah. Second is obviously now there is a huge competition in online and your social media and your content marketing and your influencer marketing so these are new things which have come recently. So so that is also a new thing which is a very very interesting and awesome thing which we are learning right now. We are still in learning phase be it your podcast because podcast is still like a very very amazing stage. It is still not gone to where your print and your online has gone right your webinars and everything so interesting things which have come up. The only thing which I say that to all the to all clients and PR professional be open to learn whatever it is changes are there to come one thing is there nothing is permanent. So you need to be ready for everything. We need to be open to changes that that will be coming. I think I think change is the only constant that we have been working on. Absolutely. So moving on to my second last question that would be what are going to you would you be the key innovations that would reshape the PR and pop-up industry. I think so collaborations because right now obviously apart from doing your daily routine PR that you do it collaborations are and digital collaborations are going to play a really really key thing in upcoming you are already seeing the sneak of it right now. But I think so these are going to play a huge role when it I think so somewhere down the line you will see this collaborations play are going to play a huge role. It can be only one. You have to collaborate and you have to work together for achieving that goal collaborations and of course being technologically. Yes, so any which we see technology has come into our lives when this covid has come. I think so there are a lot of positive things that this covid has brought apart from the negative thing obviously which nobody would want to speak about it. But if we think about positive things there are many things which covid has brought and we need to learn from it. So let us all be guarded with our optimistic thoughts Chaitali. So just to end this really insightful and interesting interactions and what is your message to the budding PR professionals that are there in this industry and to those who are you know willing to join the industry. Your key message to your juniors. Okay, so first and foremost is please be calm and patience as soon as you're entering the market because once you're entering from your college and you're moving into an agency there is a huge difference. So you need to keep calm you need to be patient you need to listen and and you know please don't change the job as soon as possible. Because of any other thing because if you keep on hopping from here and there you will not learn anything you will not learn anything. So be calm and be patient at least be in your form for at least for a year so that you learn wherever you want to join. Okay, second is read newspapers every day every day. It's very essential be with your newspapers be with your inshorts or whatever you're comfortable with that needs to be there and second be ready for upskilling yourself you need to do that. You really need to do that this is the time of an hour where you need to do this. Even I'm doing it right now so hence because this is a personal experience so that really needs to be a part of everything. Because you know what happens after the point of you know okay you have 15 years of experience but everybody thinks that okay that she knows what is what was happening but what now. So be ready for all the changes be receptive be calm be patient there are many things in this we are professional it's like a magic treasure. As in when you put your hands in there are many many new spells which come out. A very dynamic industry so I think all the juniors who will be listening and all your colleagues who will be listening to this video would definitely agree to whatever you said and once again congratulations. Congratulations Shaitali on being a part of this the second edition of the effort in here and what in a 40 list we wish you all the best and it's the celebration. Yes. Thank you so much. Thank you. Thank you.