Ruder Finn has eyes on three big things - Tech, Talent, Transformation: Atul Sharma

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges; moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.

In conversation with Adgully, Atul Sharma, CEO, Ruder Finn India & Head, Middle East, speaks about operating in the rapidly evolving landscape of communications and public relations, turning up the volume on technology in 2024, embracing AI in a big way, and much more.

In the rapidly evolving landscape of communications and public relations, what do you see as the most significant trends shaping the industry today? How is Ruder Finn adapting to stay ahead in this dynamic environment?

In the fast-paced world of PR, change is the name of the game at Ruder Finn. We’ve got our eyes on three big things: Tech, Talent, and Transformation. Tech-wise, we’re not just adapting to AI and digital trends; we’re embracing them wholeheartedly. From using AI for data crunching to diving into machine learning for audience insights, our tech game is smart and super effective. Talent-wise, we’re not your typical office – we’re a close-knit set of people who believe in collaboration, where everyone’s ideas matter, and transparency is key.

Lastly, we’re all about Transformation. We’re not settling for the norm; we’re shaking things up with ideas that don’t just change the game, but transform it entirely. Whether it’s new storytelling tricks or flipping the script on strategies, we’re here to ensure our clients aren’t just noticed, but remembered.

How do you envision and implement strategies that keep Ruder Finn at the forefront of innovation and client service? Could you share an example of a strategic decision or initiative that has had a notable impact on the company’s success?

We’re turning up the volume on technology in 2024. And for us, embracing AI is not just about changing the game; it’s about shaking up how we do communication, too. 

We believe that AI is the tool that’s going to help us stay ahead in the game. We’re not just talking the talk; we’re walking the walk by diving deep into the world of AI and exploring the coolest tools and innovations. We want to be in a position to use AI for driving PR strategies, creating campaigns that break the innovation scale, and mining data to discover a wealth of information for our clients. 

However, embracing AI is just one aspect of the process. The other aspect involves rolling out upskilling initiatives for our employees and clients alike. Our teams will be undergoing training on the latest tech advancements, because staying ahead means staying in the know. We’re not just polishing our skills; we’re also giving our infrastructure a tech makeover, creating a space where growth and success go hand in hand. 

What are the key challenges you perceive in the current market, and how is Ruder Finn addressing these challenges to ensure sustained growth and client satisfaction?

Challenges are a part and parcel of life in PR. However, what I feel is going to be an extremely important challenge to navigate is how we continue to stay relevant – both to our clients and to our people.

Dealing with talent doesn’t just end with trying to retain them. You have to nurture talent. You have to give me a reason to fall in love with PR. That can only be done when we can showcase what PR can achieve. We need to be able to make this field aspirational to be in.

Then there’s the changing landscape of PR, especially where tech is concerned – AI is here to stay. And we must make it an asset. At Ruder Finn, we’re keenly focused on reskilling and upskilling our people to ensure we stay ahead of the curve.

Lastly, we’re not just doing PR; we’re building a community where people think, “I want to be part of that”. It’s about making PR more than just a job – it’s a shared journey. So, yes, challenges are there, but at Ruder Finn, we’re turning challenges into opportunities.

The role of technology in PR and communication is growing. How is Ruder Finn leveraging technological advancements to enhance its services and deliver more value to clients? Are there specific technologies that you believe will have a transformative impact on the industry? 

In the upcoming year, 2024, AI is set to play a pivotal role at Ruder Finn. We’re taking proactive steps to cultivate AI champions within our ranks. These individuals won’t just speak the AI language; they’ll be our go-to experts, advising clients on seamless AI integration and addressing ethical concerns head-on.

Collaborating closely with client leadership teams, these champions will play a crucial role in identifying potential risks associated with AI and developing robust mitigation strategies. This commitment ensures that AI is not just a buzzword for us; it’s a tool we use responsibly and ethically in all aspects of our operations. 

How does Ruder Finn foster a culture of innovation and professional growth? Could you share insights into your approach to talent development and team building? 

We champion a culture of innovation and professional growth at Ruder Finn by adopting a non-hierarchical approach and maintaining a flat organisational structure. We prioritise talent over experience, recognising that diverse perspectives contribute significantly to our success. Our commitment to nurturing talent involves creating an environment where every team member’s input is valued, regardless of their position in the hierarchy.

By emphasising a flat structure, we encourage open communication and collaboration. We want to create a sense of ownership and creativity within the team. This approach not only allows for the free flow of ideas, but also provides opportunities for individuals to take on meaningful responsibilities, contributing to both their professional growth and the overall innovation culture at Ruder Finn.

How does Ruder Finn ensure client satisfaction, and how do you adapt strategies to meet the unique needs and expectations of clients? 

At Ruder Finn, we don’t just roll out strategies; we roll with our clients’ evolving needs. It’s like having an ongoing conversation, where we really listen to what they want. By tuning in and adapting our game plan to the situation, we make sure our strategies fit like a glove. We’re not about one-size-fits-all – it’s all about tailoring our approach to match what our clients need right now. We’re not just here to meet expectations; we’re here to beat them, always staying in tune with what our clients dream of and the challenges they face.