Introduction

In an era where narratives travel faster than facts and public perception can shift within minutes, the role of corporate communications has quietly transformed from a support function into one of business’s most strategic pillars. Today’s communications leaders are no longer just storytellers, they are reputation architects, crisis navigators, culture builders, and trusted advisors sitting at the heart of organizational decision-making.

For Amrita Sarna, Communications Lead – Unilever International, this evolution is not merely an industry trend; it is the very reason the profession continues to inspire her every day. Having spent nearly a decade shaping communication strategies across industries, she believes that while technology and platforms will continue to evolve, one thing remains constant: trust will always be built through authentic human connection.

In this conversation, Amrita reflects on her professional journey, the changing role of communications, the growing influence of artificial intelligence, and why the future belongs to communicators who combine technology with empathy.

From Curiosity to Communications Leadership

Amrita’s journey into communications began in 2015 through a campus placement at Edelman. Like many young professionals entering the industry, she stepped into a world filled with learning curves, demanding assignments, and endless opportunities to grow.

Looking back, she credits those formative years with laying the foundation for a career built on continuous learning and adaptability.

What initially fascinated her was communication’s unique ability to influence understanding, shape perceptions, and build lasting trust. That early curiosity gradually transformed into a passion for helping organizations tell authentic stories, navigate complexity, and create meaningful relationships with diverse stakeholders.

Over the years, every role has reinforced one belief, that effective communication is as much about listening as it is about speaking.

The Thrill of the Unknown

Ask Amrita what continues to excite her after years in the profession, and her answer isn’t campaigns or headlines.

It is uncertainty.

Whether launching a global campaign, developing a new communications strategy, or announcing a significant organizational change, she says every initiative still brings equal parts excitement and nervousness.

For her, communication has always involved stepping into the unknown, understanding shifting stakeholder expectations, and finding the right path forward regardless of how circumstances evolve.

That constant unpredictability, rather than becoming exhausting, has remained one of the profession’s greatest attractions.

It is also why she believes communications remains one of the few careers that is simultaneously industry-agnostic and deeply human-centric.

When Communications Became a Business Function

There was a time when corporate communications was largely associated with managing press releases and media relations.

That world no longer exists.

According to Amrita, communications today has earned its place as a strategic business function, helping organizations navigate transformation, manage reputation, anticipate risks, influence leadership positioning, and strengthen stakeholder trust.

The rise of digital platforms, artificial intelligence, and increasing public expectations around transparency have significantly expanded the communicator’s role.

Today’s communications professionals are expected to participate in business decisions long before a message reaches the public.

In many organizations, communication is no longer reacting to change, it is helping shape it.

Why Purpose Outlasts Popularity

In today’s hyperconnected world, where every trend competes for attention and every brand seeks visibility, Amrita offers a refreshingly measured perspective.

She believes organizations should resist the temptation to chase every viral moment.

Instead, lasting trust comes from consistently protecting the values and purpose that define a brand.

For her, credibility is earned not through constant visibility but through consistency.

Brands that remain anchored to their mission, even when social conversations shift rapidly, are the ones that ultimately build stronger and more enduring relationships with stakeholders.

In an ecosystem overflowing with information, she believes the philosophy of “less is more” has never been more relevant.

Communications That Creates Real-World Impact

Among the many initiatives she has led, one campaign continues to hold special significance.

As Communications Lead for Unilever International – the whitespace partner and global business unit of Unilever – which is driven by the purpose of serving underserved, Amrita helped lead communications around the partnership between Hellmann’s and The Global Food Network.

The initiative focused on addressing hunger among marginalized communities while supporting long-term sustainable impact.

For Amrita, its significance extended well beyond communication metrics or campaign visibility.

It demonstrated how thoughtful storytelling can amplify initiatives that create meaningful societal change.

When communication contributes to outcomes that improve lives, she believes its impact becomes truly measurable.

The Human Side of an AI-Driven Future

Artificial intelligence is transforming nearly every aspect of modern business, and communications is no exception.

Yet Amrita sees AI not as a replacement for communicators, but as a catalyst that makes human qualities even more valuable.

Technology may accelerate content creation, personalize engagement, and deliver unprecedented insights, but empathy, judgment, credibility, and trust remain uniquely human capabilities.

She believes organizations today carry a greater responsibility than ever before, not simply to protect their reputation but to communicate with clarity, purpose, and accountability across increasingly fragmented audiences.

The relationship between media, brands, and consumers has become far more collaborative than transactional.

Consumers actively participate in shaping conversations, challenging organizations, and influencing public perception in real time.

Success therefore depends not only on communicating effectively but also on listening with equal intent.

The Next Chapter for Communications

Looking toward the next five years, Amrita sees both remarkable opportunities and significant challenges.

Advancements in AI, real-time data, and personalized engagement will empower communicators to anticipate stakeholder needs, influence strategic decisions, and build stronger relationships than ever before.

At the same time, misinformation, declining institutional trust, shrinking media ecosystems, and growing expectations for measurable business impact will test the profession in unprecedented ways.

Her advice to communications professionals is clear.

Upskilling can no longer be optional.

Mastering artificial intelligence, digital storytelling, integrated communication strategies, and data-driven decision-making will become essential capabilities.

But equally important will be strengthening the qualities that technology cannot replicate, ethical judgment, emotional intelligence, empathy, and the ability to build genuine trust.

Because ultimately, while platforms may change and algorithms may evolve, people will continue to place their confidence in authentic voices.

And for communicators willing to embrace both innovation and humanity, the future has never held greater possibilities.

-By Muskan Dengra