ICS 2025: Rethinking integrated communications - from advocacy to influence

Time of India

20-05-2025

We're operating in a world where attention is fleeting, media is fragmented, and trust is hard-won. In this environment, building advocacy isn't just about visibility or media coverage — it's about sustained influence. It calls for credibility built over time, consistency across every touchpoint, and clarity in messaging. More than ever, communication leaders are expected to act as strategic advisers who shape narratives, manage reputational risks, and guide stakeholder perception with data-backed insight.
At
India Communication Summit 2025
, a session titled 'From Advocacy to Influence: Crafting a High-Impact
Communication Strategy
' brought together senior communication leaders to discuss what it takes to drive meaningful influence today. The session featured Abhilasha Gupta, head of global corporate communications and public affairs, Tech Mahindra; Neha Singhvi, vice-president – public affairs, communications & CSR, Games24x7; and Ruchika Batra, vice-president – marketing and communications and head of news & PR for SE Asia, Oceania, and India, Ericsson. The discussion was moderated by Mou Chakravorty, director of marketing communications, Deloitte India.
Batra highlighted that communication teams today operate in an uncertain, volatile, and rapidly evolving environment. With multiple stakeholders — from internal teams to governments, media, and customers — it's vital to first understand what truly needs to be communicated. She stressed that having clarity and staying true to the brand proposition forms a strong foundation for any integrated communication strategy.
'So how do I see this whole approach to integrated communication?' Batra asked. 'I'd say the three Cs are my mantra — credibility, consistency, and clarity. Communication must be authentic to the brand, consistent across channels, and clear in its message. If you have these three in place, you've got a good start.'
Advocacy was once seen as the final goal — a strong campaign with a clear call to action aimed at attentive stakeholders. But in today's hyper-connected and opinion-driven world, advocacy is just the starting point. While its core values of trust, authenticity, and consistency still matter, the scope of influence has expanded. Influence now goes beyond media and policy decisions, encompassing grassroots movements, digital-first efforts, and peer-led engagement that shape how messages are received and acted upon.
Singhvi explained, 'If we were to look at the strategic communication cycle, I think it would start with advocacy, move on to engagement, help build trust, and then lead to influence. Advocacy creates awareness, engagement deepens the conversation, trust builds credibility and reliability, and only then can you truly influence people who believe in your message and stand by what you say.'
Data plays a crucial role in modern communication, transforming storytellers into strategic advisers who influence boardroom decisions with credibility and transparency. While brands once made broad claims about sustainability or diversity, today's stakeholders demand clear evidence and measurable results. Proper analysis of data not only reveals gaps between a brand's desired image and public perception but also guides future strategies. This enables more targeted campaigns and helps anticipate challenges, making data an indispensable tool for effective communication.
Gupta noted, 'Last but not least, data is incredibly valuable in
crisis communication
. Crisis management is often overlooked, but it's a major part of what we do. Without analysing available data, handling crises effectively wouldn't be possible. Data helps us identify small signs of trouble early on, allowing us to pre-empt bigger issues before they escalate. That's where data truly comes into play.'
Effective communication today demands more than clever messaging. It requires trust, insight, and a strategic approach grounded in data. As the panel revealed, brands that aim to influence must go beyond advocacy — by listening better, responding faster, and consistently reinforcing their values in an unpredictable, always-on world.