“Biggest challenge for comms professional in a Co setting is adhering to the mundane”

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, Priyam Divgi, Head - Corporate Communications, Wakefit.co, speaks about handling corporate communications for a home solutions brand, challenges in this domain, steps to address negative publicity, recent campaign and initiatives done by Wakefit, and more.

How challenging is it to handle the communications mandate of a home solutions brand?

Homes are a reflection of people’s personalities and lifestyles. The strategy to form impactful communications for a home and sleep solutions brand needs to be as diverse and vibrant. At Wakefit.co, we have always believed in creating conversations that add value to the intended audience, through an authentic voice. Our efforts to drive sharp and focused communications stem from this philosophy.

The opportunity to represent and drive narratives of a brand like Wakefit.co is extremely gratifying, as it is one of the companies that truly believe in the power of communications. The novelty of handling communications for the brand comes from its versatility and need to constantly deliver innovation along with value.

What are some of the biggest challenges that you face in your role, and how do you overcome them?

The communications representative of a company needs to have a curious mindset if they want to go beyond the basic requirements of their role and deliver work that stands out. The biggest challenge that a communications professional will face in a company setting is the lure of adhering to the mundane. Since the success of our work carries heavy dependencies on other functions, it is important to constantly stay motivated to scout for data, insights, stories, and trends that are not evident in plain sight.

We are uniquely placed to have an overview of multiple different functions within an organisation and form narratives that lift organisations and individuals up. It is as much a privilege as a challenge to make use of this opportunity and drive the reputation of a company forward.

How do you handle crisis or issues that arise, and what steps do you take to address any negative publicity?

The nature of our work is such that communications often comes to the limelight when crises break out in the public. But, in fact, communications professionals around the world work tirelessly with multiple SPOCS within the company to mitigate and prevent crises. Professionals not only ensure narratives align with the values, but also go deeper to ensure compliance, processes, and practices are followed to the highest of standards.

When a crisis does break out, staying true to the business ethos and avoiding miscommunication through unofficial channels is the most important task one must ensure. It is crucial to develop a crisis communication plan in advance. This plan should include designated spokespersons, predefined messaging, and strategies for addressing the crisis promptly. Having a clear communication hierarchy and ensuring adherence also helps companies manage crises effectively.

Can you describe a recent campaign or initiative by Wakefit, and what were the key factors that contributed to its success?

One of Wakefit.co’s flagship properties is the Great Indian Sleep Scorecard, which is published every year on World Sleep Day. The property has helped Wakefit establish itself as a thought leader in the space and has been quoted in multiple articles. The initiative is entirely PR-led, from curating the survey questionnaire to getting insights from the results to packaging and distributing it across digital and print avenues.

This year, we also awarded our employees the gift of sleep by declaring World Sleep Day as an official holiday, which was announced after receiving alarming results from the data. The property has gone a long way in building our credibility as a trusted voice for well-researched sleep solutions over the years.

What are some of the dominating trends emerging in the furniture manufacturing industry?

Modern-day consumers treat their homes as a haven, where they perform multiple functions, and furniture trends have evolved to suit the needs of this demographic. Our communication strategy will continue to focus on product innovation and customer-centricity as we expand the business, while also highlighting relevant furniture and manufacturing trends for our target audience.

How do you ensure that your messaging is inclusive and representative of all your customers and stakeholders, regardless of their backgrounds or identities?

Respect and inclusivity form important values of our organisation. We are encouraged to question everything, but maintain high levels of professional respect while doing so. These values have trickled down from the top since the beginning and have become part of our code of conduct at work. We have also introduced a Diversity, Equity, and Inclusion policy to create awareness and adherence to creating safe and open workspace.

From a messaging point of view, we ensure that our communication embodies the values of respect and inclusivity at every touchpoint. We also conduct experiential workshops as well as motivational sessions to percolate these messages across the organisation.