"Our vision for APAC is to transition into a more consultative role"

A communications veteran of more than 25 years, TYLER KIM, CEO, Weber Shandwick APAC, has helped senior executives and organisations devise comprehensive strategies for market entry, corporate positioning, crisis management, and marketing communications. During a visit to India A recently, Kim spoke to BW Businessworld's Ruhail Amin on a range of issues including his vision for Weber Shandwick. Excerpts

- Ruhail Amin

India has seen a plethora of PR agencies including the well-known one. There are so many opportunities, but also so many challenges and competition. So, how is Weber Shandwick navigating the India market in such a situation? Our strategy in India, and across the APAC region, focuses on closer collaboration with the C-suites. Historically, our work centred on media relations, but we've evolved to engage more directly with CEOs and other senior executives. To effectively support them, we must understand their concerns, such as geopolitical issues, AI, ESG and sustainability, and misinformation.

We align our propositions to address these megatrends, helping CEOs navigate their complexities. This approach involves strengthening our team with subject matter experts, unlike in the past when generalists dominated the PR field.

Geopolitically, we're addressing the ramifications of numerous elections worldwide, including the recent one in India, and their impact on businesses. We help clients understand and navigate policy changes resulting from these elections.

Employee engagement is another critical area. Companies must communicate effectively with their employees, especially during mergers and acquisitions, to maintain morale and clarity about their vision and goals.

Lastly, ESG and sustainability are paramount. With upcoming mandates in 2025, companies must establish robust sustainability goals and policies. We're helping them align with government regulations and communicate their ESG efforts to stakeholders.