 امر خربندہ صاحب کہتا ہے کہ مشکل کو سمجھنے کا طریقہ نکلاتا مشکل کو سمجھنے کا طریقہ نکلاتا تم بات تو کرتے کوئی رستہ نکلاتا تو you know my congratulations to everyone who is in the business of communication مشکل کو سمجھنے کا طریقہ نکلاتا تم بات تو کرتے کوئی رستہ نکلاتا لیکن اس سے زیادہ ضروری یہ ہے کہ میرے لیے اے دوست بس اتنا ہی بہت تھا جیسا تو جیسے سوچا تھا تو ویسا نکلاتا تو we are not just talking communication we are also talking authentic communication that is engaging that can influence people and which is changing really really fast so my first question to Shubhurtam in your marketing role especially as a strategist tell me what has changed in the last few years for you well first of all thank you for having me here I guess it's the most obvious change that you all have seen here that the world of internet has invaded our lives and I think that's something we have to reckon with it's not something I'm not saying anything which is of the future it's already here I think that's something we have to reckon with it's not something I'm not saying anything which is of the future it's already here and the way the world has transformed I mean just to give you an idea a sense of what happens in a minute of the internet there are millions of people who are on Facebook there are millions of people who are on the other channels that there is and to reach 50 million people the online industry took 68 years and Pokemon took 19 days so that's the kind of a world you're living in we're living in a world where time has become of essence news or information is now put into timestamps so you would realize that you would be rated by an hour ago 6 hours ago it could be one day if you want to be relevant then you have to be in today's time at the best as of yesterday because a week old information has also become redundant and a year old information has become absolutely history so that's the reality in which we live in and therefore to capture the imagination of your audience of your consumer of your stakeholders staying relevant in a cluttered world is the need of the art and that's something I think the topic of today how visual strategies, visual communications are making way to get into the mind space of your consumer so Shubhathor if you don't mind how do you even identify a audience because it's the time that we could really classify that everyone is going to read you're dealing with a 18 year old and you're dealing with people who are 55 so it's really not one audience again as a strategist somebody is going to send communication packets out how do you do that even as a start how do you deal with the fact that we have an audience which is diverse absolutely bang on in terms of the problem we have on hand today your stakeholder is everyone everyone is your stakeholder and gone are the days when you thought that you were talking in isolation to a board you were talking in isolation to your customers you were talking in isolation to some opinion makers you were talking in isolation to intellectuals I think that segmentation has gone it's completely become blood what you communicate today has to be present in omni channels it has to be there in the entire spectrum of your stakeholders and you have to ensure that there is consistency in what you are saying across all stakeholders let me ask sonic are you if you want to pick up your mic and test if it's working پیرےگ دو بار ہلو ہلو بلکا دیکھا yeah so what I am saying is it applies similarly to internal communication and I know you work through the employee life cycle right from employer branding to exit how does the fact that the audience even within the organization is not the same you have young people and you have people who are still used to paper how does it work for you so thank you Vinit and good evening everyone that's a very pertinent question and how many of you have seen Sajan way back in 1991 or 1992 without declaring your age you can raise your hand there was a dialogue there it said کام ہی میری پوجا ہے اور پوجا ہی میرا کام ہے today's workforce does not believe that anymore today's workforce is looking for continuous communication they are looking at a varied form of communication and that is where organizations need to gear up to be able to cater to that varied need and that is where there was a time when all the communication used to happen through memos there used to be policies this thick now nobody has the time to read that our attention span is not more than 8 seconds I am told how does it affect the entire communication strategy as applied to internal communication everything is bulletized starting from the job description to how you are communicating during an interview to how you are doing training one of the biggest learnings for me was that when we were delivering training the effectiveness changed when we switched from case studies to using video clips people related to video clips they liked to see videos they liked to reflect on videos and then take learnings from there now I think along the employee life cycle as an organization we have to comprehend the fact that we have the millennial generation X and the baby boomers all coexisting and they all have different ways of imbibing have our leaders really caught up with all this finally some company's leader is 45 years old what will be your suggestion let's say marketing branding experts and HR experts to the leaders and a lot of us are sitting in this room and we are also people who influence those leaders اگر ہمے جاکی کسی لیڈر کو بتانا ہوتا کہ کم باقت یہ بھی سیکھ لو what would you have suggested leaders love to talk take their videos and make them reach their employees so instead of a presentation make them give the same message through a video so I am saying at a tactical level I understand that is one of the things they can do what is the mindset change that the leaders need to go through to be able to even understand how to communicate honestly the way I see it is that you have to understand your audience if I am speaking and this audience is not understanding what I am speaking the communication can we just check do you understand what she is saying alright do you understand what she is saying there you are validation I am safe thank you so much so that is where I think let me ask the same question to Sivato give me your opinion on what do you think leaders should because it starts at the top right we have seen both kind of companies companies that are at the forefront of communication and there are companies that are lagging behind so much and the critical difference is the leadership and how they have adopted the new communication media what do you think about it I believe that this is a low brainer some organizations that are successful have to have a very strong communication strategy in a book or world where you are living in a volatile, uncertain, complex ambiguous environment communication cannot be headed by just a copcom team or a marketing team it has to be at the sea level everyone from there onwards come to know what is the agenda of the organization and I have seen successful companies bringing to life energizing their people connecting with their customers with powerful communications that starts right from global CEOs to country CEOs it cannot start from any other level in a successful organization and on the second comment would be that I believe I have a sense that I think most people whether you are a 65 year old leader I think no one is denying the fact that communication has become even more important today than ever before we all grew up hearing our grandmothers telling our stories our grandmothers told us stories in a way to their words which today we are trying to do through social media and through videos and through the visual elements but she really made us see our new world through the way she depicted the story and I think today successful companies need to do that CEOs need to energize their people through that sort of communication and so it's imperative for success so the single biggest thing that has changed is that we are consuming 90% or more people are consuming content in terms of films and other visuals how do you think that can be inserted into strategies now where do you see the impact of that well there are a few I believe that you should never build your communication platform on a rented house which means that there should be an ownership of your communication platforms I think the most obvious to reach out to the world is through your website through your social media handles I think that's the inherent strength of an organization to have that you use that effectively number two I think is that have a diversified approach one size doesn't fit everyone so you have to reach out to your stakeholders differently but with the same consistency with the same intensities you have to be authentic you cannot be telling two different stories at two different places so there has to be a linkage and it has to be told differently for different people so let's talk about communication experts then and what do they need to do to be able to catch up with this and I'm presuming a lot of people here come from PR agencies and communication agencies what is it that we need to do to train ourselves how do we keep abreast with things that are changing and let me give you an example if I was to give both of you a task of hiring somebody today and a communication expert what kind of job description would you create and what kind of qualities would you look for I think at first I think what I look for in any person is their ability to adapt in different situations now the communication field is such a field where you need to interact there are a whole host of people at different levels in the organization and in other outside world and therefore your emotional intelligence is very very important so for me the softer aspects of a human being is very important in this role because you need to have a clarity you have to approach your work with simplicity we can obviously make things very complex all the time and when you have to deal with multiple stakeholders you need to have your feet on the ground keep your ego in your in your home and do something for the organization and for your target audiences and therefore I think that softer angles are very important to me and if I have to take advantage of this new ecosystem in which we live in where we are talking about digitization visual I just wouldn't want someone to be a good copywriter or somebody who writes well somebody who can express I always tell that business communicators have to be business people they need to understand the business you cannot be just writing flowery language and think that you will be able to connect with your internal stakeholders so you have to be business communicator understand the pressures of business and come with solutions as for that the third thing I think I would probably look at is skill sets like we should all be very handy in doing a few making short videos doing some editing work you know you may say that no I am the head of communication why should I do that but if you have that skill set your speak to market is accentuated and you don't have to depend on an agency to work for you in the night if you want to create a sensation you can do it right away so I think the more we imbibe these skills of technology of software it will just help you becoming more than a lion and a one man factory to just produce what you have to produce same thing do you have anything to add to what she would have said to add to him from an internal communication perspective I would like to look at a person who can communicate the same message to reach different audience using different medium very interesting so it might need a creator it might need a poster it might need a desktop it might need a whatsapp message it might need a video but the same message goes in multiple ways to people who are taking it or consuming it in different fashion so that would be very critical very interesting comments today ladies and gentlemen we had a very short session we want to keep it brief and we don't want to extend beyond the time given to us but 3 things that clearly come out one is of course whenever you are making your communication strategy whether you are internal or external you are a communication company an expert helping another company strategy is key and your strategy should have elements of pretty much every media it is important that the leadership at organizations are coached both in understanding that communication is changing and that they need to adopt and the third one of course is the people within the communication team to be at the cutting edge of communication thank you very much I'd like to end this quick session with the fact that communication is becoming very very challenging لیکن میں آپ بھر بار کیتا رہا ہوں کہ کیوں کی یہ چیلنجنگ ہے it is a great time for us to take risks it's a great time for us to test our wings اس لیے پرندے ہوسلا قائم اڑان میں رخنا پرندے ہوسلا قائم اڑان میں رخنا سب کی نگا تجہ پر ہے دیان میں رکھیں گے پرندے ہوسلا murder سب کی نگا لگا اٹھوDOلندی حمد جو آز مایں گے پرو ڈیان میں جان الجان نظر آسمان last share میرے ہر کیمہاز السوповی دائی ہر انتہاں سے منзل کریہ ہاتی ہے ہی میں اσωپ ڈیان میں رکھیںگی class انج Michelle وارے ہی بھول آئ기 شوبرتو اور سوالی کا