On the Record with... continues with Jyotsna Grover, Head of Global Communications at Hyperscience. Jyotsna shares her perspectives on the evolving PR landscape, guidance for aspiring communicators, and the exciting challenges of leading communications in the AI and hyperautomation space.

What have been the biggest shifts or disruptions you've seen impacting the PR/communications industry over your career?

There have been many tidal shifts in our industry over the years. For one, the ratio of reporters to PR professionals is skewed and as a result, landing stories for your client or an organisation feels like a herculean task. However, the prodigious growth and interest around AI has led to the birth of several new publications and reporters but nearly not enough.

Another big shift I’ve seen is companies having to become masters at content creation. Writing is as important as ever, but it's never been more critical for PR professionals to master many different disciplines. It’s not enough to just be a solid writer – we need to be multifaceted content creators.

Perhaps the most exciting development has been the emergence of Large Language Models like ChatGPT. These AI tools have revolutionised our work, supercharging our efficiency and output. It's not about replacing communicators, but rather enhancing our capabilities. As these models continue to evolve and improve, I'm excited to see how they'll further transform our industry.

What advice would you give a graduate starting out now in a career in comms?

When I first started in PR, I had no idea how pivotal communications was in every aspect of business. Now, I can't stress enough how crucial it is.

First and foremost, go back to basics. Read, read, and then read some more. Consume everything you can get your hands on. The more you read, the sharper your writing becomes, and in turn, the more effectively you'll be able to communicate.

Next, master the art of simplification. Particularly in the tech sector we often deal with complex, technical information, but our job is to make it digestible for the average person. It's a skill that takes practice, but it's essential.

Lastly, pick a niche and own it. While it's great to have broad knowledge, there's immense value in becoming a subject matter expert. Whether it's AI, cybersecurity, or another fascinating area, dive deep into a topic you're passionate about. Trust me, it'll set you apart in this dynamic field.

Which current communications leaders/innovators do you most admire and why?

I’ve been incredibly fortunate in my career to have worked with and learned from some truly exceptional individuals. Each person has taught me something valuable. It’s like what Stephen Colbert once said about being thankful for things that have happened, even if he wishes they hadn’t - there’s always a lesson to be learned.

Two standout figures in my career though have been Randy Cairns and Tom Murphy. Randy, who’s currently the SVP of Marketing & Communications at Hyperscience is someone I worked with at HPE and truly admire. His leadership and vision have been incredibly inspiring.

Tom Murphy, my former boss at RingCentral, is another person I’ve learned so much from and really enjoyed working with. Both Randy and Tom embody a principle I hold dear: being a good person first and foremost. When you’re genuinely good, people naturally enjoy working with you. Their approaches to leadership and communications have significantly shaped my own philosophy in the field. It’s not just about skills; it’s about integrity and how you treat others in this fast-paced industry.

How do you stay current on new platforms, trends and best practices in the ever-changing world of marketing/communications?

As mentioned above, my strategy is simply to read, read and read. I’m constantly consuming content from a variety of sources. The Wall Street Journal and New York Times are staples, of course, but I’m also a huge fan of Axios. Their bite-sized, digestible format is brilliant for keeping a finger on the pulse.

I love a good newsletter, too. The Axios AI newsletter is a fascinating read, diving deep into how AI is reshaping the industry and the world at large. For long-form content, I find The Atlantic offers some great insights.

Lately I’ve been challenging myself to pair my fiction reading (just finished Someone Else’s Shoes by Jojo Moyes and Knife by Salman Rushdie) with non-fiction books related to our industry or areas I’m passionate about. I’m on the hunt for a great book about AI and am open to recommendations!

Looking ahead 5-10 years, how do you think the comms industry will change?

There are some wholesale changes on the horizon, I believe. One of the most significant shifts I anticipate is the continued convergence of marketing and communications. We’re already seeing this trend, with titles like “Marketing and Communications” becoming increasingly common. Companies like HPE and Accenture are leading the charge, bringing these traditionally separate functions under one umbrella.

The impact of AI - particularly Large Language Models and Smaller Language Models – will undoubtedly reshape our workflows and increase our productivity. It’s not about replacing human creativity but augmenting it in exciting ways.

In five years, we’ll probably still be writing press releases, but in ten? Who knows! I believe we’ll need to find increasingly creative ways to tell stories. The traditional press release or blog post might not hold the same value they do today.

As communicators, we’ll need to be more adaptable and innovative than ever. It’s a bit daunting, but it’s mostly thrilling. The future of comms will be about embracing new technologies, finding novel ways to engage audiences, and continually refining our storytelling skills.

If you could improve one thing about the comms industry, what would it be?

If I could wave a magic wand and improve one thing, it would be measurement. Don’t get me wrong, there have been great strides over the years with several tools out there, but there’s still a crucial piece of the puzzle missing: directly linking PR efforts to demand generation and pipeline.

This is the holy grail for communicators. We’re great at measuring share of voice, message pull-through and general impact, but translating that into tangible business outcomes remains a challenge. Imagine the day that we can draw a clear line from a media placement or thought leadership piece to actual revenue generation. It would not only validate the importance of communications within organisations but also help us refine our strategies for maximum impact.

Given the rapid advancements in AI and hyperautomation, how do you ensure that Hyperscience remains a thought leader in this space? What PR and comms disciplines do you use to maintain this position?

Staying at the forefront of AI is all about thinking big. Our approach is to focus on the broader industry trends rather than just our product. When we’re talking to the media, we encourage our spokespeople to break away from the company-centric narrative and dive into exciting new developments.

We want to be the go-to source for insights on where AI and hyperautomation are heading. This approach not only establishes us as thought leaders, but also creates a halo effect that benefits our brand.

It’s a process of education, both internally and externally. We’re always encouraging our team to think beyond our product and engage with the broader implications of our technology. This will keep us at the cutting edge of the conversation.

With a diverse customer base that includes major financial institutions, government agencies, and healthcare organisations, how does Hyperscience tailor communication strategies to meet the unique needs and concerns of these varied sectors?

Our approach to communication is as diverse as our customer base – it's all about leaving no stone unturned. We cast a wide net, embracing every possible avenue to reach and resonate with our varied audience. It’s not just about tailoring our message: it’s about becoming true content creators for each sector we serve.

Take the public sector. Here we might dive into the intricacies of document management for federal agencies. When addressing insurance clients, we focus on how AI is revolutionising their claims processes. Each vertical gets its own tailored narrative, all under the overarching umbrella of hyperautomation and generative AI.

We leverage everything from podcasts and speaking opportunities to award submissions and blog posts. It’s about creating a mosaic of content that speaks to the specific pain points and aspirations of each industry we serve. Social media remains extremely powerful, too. It’s easy to think of it as saturated, but organisations are still keen to hear fresh, relevant insights. That’s where we come in, offering valuable perspectives that resonate across our diverse base. It’s one of the challenges I love most about working at Hyperscience.