I have spent enough time in boardrooms to know when a PR brief is not really about press. It is about reputation, control and influence. Sometimes it is about protecting legacy. Other times, it is about reshaping it.

Corporate PR in India has matured, but one thing has not changed. It demands clarity at the top. CXOs still ask the right questions. Will this agency truly understand our business? Will they protect us if something goes wrong?

They should. If they cannot, you are not working with a corporate PR partner. You are working with a press vendor.

Here is what CXOs should expect from an agency that claims to operate in the corporate PR space.

Strategic alignment, not just execution support

At the corporate level, PR is part of the business conversation. It cannot sit downstream, activated only after decisions are made.

If your PR partner is not involved when strategy is being shaped, they will struggle to manage the narrative when those decisions go public. We work with leadership teams, not just marketing functions. That means understanding investor timelines, regulatory realities, employee sentiment and board implications before a single quote is drafted.

Clear narratives backed by real business insight

Corporate storytelling is not about polish. It is about framing complexity in a way that builds trust.

This is where generic PR often fails. It tries to simplify but ends up sounding empty. Effective corporate communication starts with the business problem and translates it into language that stakeholders can understand and believe.

We have helped financial services firms communicate with clarity. We have supported real estate developers in talking about sustainability without jargon. We have worked with pharmaceutical brands to build credibility in high scrutiny markets. In every case, the story started with substance.

Speed with discretion

When issues surface, whether it is a leak, a rumour or public pressure, speed matters. But speed without judgment creates risk.
Strong corporate PR is not just media handling. It is internal alignment, stakeholder communication, legal coordination and a steady voice under pressure.

One client faced activist attention around a sensitive expansion. Instead of reacting in real time, we activated a pre-approved response plan, complete with holding statements and internal FAQs. The issue never moved beyond social media, and the business remained stable.
That level of preparedness is not optional. It is expected.

A credible outside perspective

The best corporate PR partners advise as much as they execute. And at times, they challenge leadership thinking.

Internal teams live close to the business. Agencies bring the external lens. What is shifting in the media narrative. How regulators may interpret decisions. Where employee sentiment could move next.

This perspective is not about being cautious. It is about being honest. Sometimes, the most valuable input is saying the story needs to change.

If you are a CXO looking for a PR partner who understands the stakes, not just the story, that is a conversation worth having.