The third edition of CMOs’ Charcha – Kolkata Chapter 2025 turned the spotlight on ‘Beyond Press Releases: The Role of PR in Building Purpose-Driven Brands’, which saw the speakers highlight how PR today transcends the press release, and how purpose-led strategies can reshape public perception and engagement.
The session was chaired by Soumyajit Mahapatra, Chairman, PRSI Kolkata Chapter, and the esteemed speakers included:
Gulrez Alam, Director, Teamology Softech and Media Services
Md Israr Alam, Founder, CEO & Chief Mentor, Carney Technologies Services & EduMinds
Sarbani Bhattacharya, VP – Corporate Communications, Corporate Affairs & CSR, Merlin Group
Shahina Akhtar, Director, Mechtronz
Shilpi Jaiswal Sen, PR & Branding Consultant
Subhro Sarkar, AVP & Head – Brand & Communications, Ambuja Neotia
In his signature witty style, moderator Soumyajit Mahapatra set the tone by calling on Gulrez Alam, comparing him to a power-hitter in cricket: “He doesn’t know the question, he doesn’t know the subject, but he will respond!”
Taking the cue, Gulrez Alam reflected on the evolution of PR: “The turn has changed from press release to brief. It could be a digital article or reel with a narrative—these formats, when aligned with the brand story, have become our new-age press releases.”
Md Israr Alam, with his deep experience in strategy-led communication, emphasized the importance of identifying a brand’s “why” before everything else. “Finding a narrative is not just a corporate exercise—it’s a strategic necessity,” he noted. “We begin with deep listening—from the leadership to customers, and even critics. Then we filter narratives through three lenses: authenticity, relevance, and differentiation. Only then can your PR move from being noise to signal.”
On the question of how legacy brands can engage with influencers while staying true to their core values, Sarbani Bhattacharya drew on her experience at Merlin Group. “Influencer selection must align with brand values. A sustainability-focused campaign can’t be championed by someone who is all about fast fashion. We also need to co-create content, not just sponsor it,” she shared, referencing a successful campaign involving RJ Praveen as an example.
Subhro Sarkar spoke about balancing authenticity with aspirational messaging. “Authenticity and aspiration aren’t opposites. People invest in sincerity, not scale,” he remarked. “At Ambuja Neotia, even our wellness home campaigns are built on emotional realism—because people aspire to feel safe, nurtured, and well.”
Shilpi Jaiswal Sen, a PR veteran, passionately defended the enduring relevance of the press release. “It’s sensational to say press releases are dead. They are 119 years old and still vital. But yes, the news has to be immediate and crisp,” she noted. She also stressed on the power of storytelling, sharing a classic parable to illustrate how PR must go beyond just informing—it must inspire.
Shahina Akhtar, representing the service and manufacturing sector, brought in a grounded perspective: “For us, traditional methods—events, fairs, telephonic conversations—still work best. Campaigns must be evaluated by cost per lead and trust generated. And yes, word of mouth and credibility remain king.”
