Most PR and comms teams say they are “data-driven” Very few actually are.

In this episode, Richard Midon is joined by Komal Lath from Tute Consult in Mumbai to talk through how PR work changes when you stop relying purely on instinct and start using real audience data to shape campaigns.

Komal shares details of a recent cosmetics brand refresh campaign she worked on in which one national message was replaced with multiple local campaigns across India, without extra budget or people. The difference was not the outlets, but how they used data to decide what mattered to different audiences.

They also talk honestly about where AI genuinely helps PR teams, where it does not, and why long format content is quietly outperforming short form in some unexpected places.

This episode is for agency teams and in-house comms pros who are tired of generic advice and want to understand how modern PR is actually working on the ground.

GUEST

Komal Lath
LOCATION: Mumbai, India
Web: www.tute.co.in
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