AI and automation will shape the future of communication: Gurpreet Kaur Bhatia

Gurpreet Kaur Bhatia's journey from the glittering world of fashion to the impactful realm of communication and development is a story of transformation and purpose.?

With a background in fashion design, having worked with illustrious brands like Christian Dior, Valentino, and Versace, Gurpreet made a significant shift to the development sector, seeking deeper meaning and impact. Her transition was not just a career change but a pivot to a path where she could leverage her skills for greater societal benefit.?

Today, Gurpreet works with Heifer International as a Regional Director, Communications – Asia. She blends her creative flair with strategic communication to advocate for ending hunger and poverty and public health.?

With a career rich in advocacy and impactful storytelling, Gurpreet exemplifies the power of effective networking and relationship-building. She believes that "who you know is more essential than what you know," underscoring the importance of creating value-added interactions within her professional network.?

IABC India’s Sunaina Shenoy spoke to Gurpreet at length on a variety of topics. Here’s the full interview:?        

SS: How has the field of communication evolved over the past 15 years?

GKB: The change has been profound. Over the past decade and a half, communication has undergone a seismic shift. We've moved from a one-way communication model to a dynamic, two-way dialogue. Technological advances have democratized media, enabling real-time engagement and giving a voice to previously unheard segments of society.?

SS: And what trends do you foresee shaping the future of communication?

GKB: Looking ahead, the lines between different media channels will continue to blur, leading to more integrated, cross-platform communications. Technology, especially AI and automation, will remain central, driving efficiencies and personalization. Moreover, there will be a heightened focus on immersive content and addressing privacy concerns, reflecting the evolving expectations of both consumers and regulators.?

SS: Could you give us a glimpse into a typical day in your role as a regional communication lead??

GKB: Certainly, my days are quite dynamic and filled with a variety of tasks. My role spans across strategy development, content creation, leading advocacy campaigns, and managing stakeholder relationships in four different countries in Asia. It's the diversity of these activities and their impactful outcomes that keep me deeply engaged.?

SS: How do you manage such a wide array of responsibilities efficiently?

GKB: It’s all about strategic alignment. Every task, whether it’s developing content or engaging with stakeholders, is tied back to our broader organizational goals. This alignment ensures that our efforts are not just tasks but meaningful contributions towards change and development. It's incredibly satisfying to see how the day-to-day work feeds into a larger narrative of progress.

SS: That sounds like a brilliant balancing act. How do you maintain this balance on a daily basis?

GKB: It indeed is a balancing act. My day is a mix of planned and reactive activities. I need to be agile to adapt to the day's demands while ensuring that our long-term strategy remains in focus. This balance is vital for propelling our organization's mission forward in a substantive and impactful manner. Each day brings its challenges, but navigating through them is what makes my role fulfilling.

SS: In your view, what are the essential skills needed for success in communications today, and how have these skills evolved over time?

GKB: Success in communications hinges on a mix of adaptability, technical expertise, and strategic thinking. Digital transformation has redefined our toolset, necessitating proficiency in SEO, analytics, and digital content creation alongside the traditional competencies of writing and public speaking.?

SS: With the rapid changes in digital media, how should communication professionals adapt??

GKB: The pace of change in digital media is indeed overwhelming. It's essential to remain agile, continuously learning and adapting to new technologies and platforms. Critical thinking plays a pivotal role here, enabling us to navigate the fast-evolving landscape and remain relevant.

SS: How do you balance these technical demands with the more human aspects of communication?

GKB: At its heart, communication is about connecting with people. Skills like empathy and storytelling are timeless and have become even more crucial. They allow us to understand our audience's needs and craft messages that resonate deeply. Even as we leverage new tools and platforms, these fundamental skills ensure our communications remain impactful and human-centric.

SS: Based on your extensive experience, what are some misconceptions about working in communications that you've encountered?

GKB: A common misconception I've come across is the perception of communications as just an operational tool, rather than a strategic function. Many view it as a department that merely produces content or handles media relations.?

SS: How do you respond to such views?

GKB: I emphasize that communications is a strategic powerhouse essential for achieving organizational goals. It’s about much more than just producing content; it’s about shaping perceptions, influencing decisions, and driving meaningful interactions that align with the core business objectives.

SS: Can you expand on the strategic role of communication?

GKB: Communication isn’t just about crafting messages; it's about setting the agenda, influencing mindsets, and driving behavioural change. It plays a critical role in building the brand image, engaging stakeholders, and contributing to the overall success of the organization. Communication professionals are strategic thinkers and problem solvers, integral to the organization’s growth and impact.

SS: Can you recount a particularly challenging project or crisis situation in your career and how you navigated it successfully?

GKB: One of the most challenging projects I led was the high-profile India v/s TB advocacy summit in 2019. The project was daunting, with tight deadlines and high stakes, as it aimed to advocate for ending TB in India by 2025. Collaborating with the team of the then Member of Parliament, now Cabinet Minister Anurag Thakur, added to the project's significance and pressure.

SS: What were the key strategies you employed to manage such a critical project?

GKB: Strategic planning, teamwork, and effective crisis management were crucial. We started with comprehensive planning, developing concept notes, budgets, and project timelines using tools like GANTT charts and RACI matrices. Collaboration with various stakeholders, including Anurag Thakur's team, was key to aligning our efforts and meeting our objectives.

SS: How did you handle the pressures and challenges that came with this high-stakes project?

GKB: The project tested my limits and taught me invaluable lessons in resilience, adaptability, and proactive planning. Despite the daunting timeline and complex demands, we maintained a clear focus on our goals, employing rigorous project management and negotiation skills. I learned the importance of being nimble and working under pressure, which were instrumental in successfully executing the summit.

SS: What were the outcomes of this challenging experience?

GKB: The summit was a success, marking a pivotal moment in the fight against TB in India. Personally, it was a transformative experience, enhancing my management, collaboration, and crisis response skills. This project was not just about managing a crisis but about turning challenges into opportunities for growth and learning, ultimately shaping my career trajectory.

SS: In the fast-paced world of communications, how do you manage to prioritize tasks and effectively manage your time?

GKB: Time management is crucial, especially in a field as dynamic as communications. For me, it begins with setting clear, strategic goals. I prioritize tasks based on how well they align with these goals and the broader mission of our organization. This ensures that my efforts are not just about ticking off items on a to-do list but about making meaningful progress.

SS: Can you elaborate on the tools or methods you use to stay organized and focused?

GKB: I rely heavily on project management tools to structure my workflow. These tools help me break down large projects into manageable tasks and set realistic deadlines. But it's not just about the tools; it's also about adopting a strategic mindset. Every task I undertake is evaluated for its impact and contribution to our organizational objectives.

SS: How do you ensure that this structured approach doesn’t overlook the importance of self-care and personal well-being??

GKB: Balancing professional responsibilities with personal well-being is a key component of effective time management. I make it a point to include self-care in my schedule. This balanced approach not only enhances productivity but also ensures sustained performance and job satisfaction. After all, you can’t pour from an empty cup.

In conclusion, Gurpreet offers sage advice for newcomers in the field of communications, emphasizing the importance of staying curious and proactive in learning.?

She advises budding professionals to build a strong foundation in various communication disciplines and to embrace the evolving nature of the industry.?

Gurpreet's guidance is straightforward: ask questions, seek diverse experiences, and continuously adapt to new trends and technologies. Her experiences underscore the journey of constant evolution and growth in communications, urging new entrants to be agile and open to learning, to carve out a successful path in their careers.

Interview by Sunaina Shenoy | Edited and published by Subhamoy Das

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