According to Masuma Siddique, Founder & Chief Strategist at InkCraft Communications, PR has not lost control in today’s algorithm-driven ecosystem but has evolved into a more strategic function focused on guiding narratives across platforms, creators, and communities. She emphasizes that while storytelling remains the foundation, its effectiveness now depends equally on intelligent distribution, consistency, and adaptability across channels. In a fragmented attention economy, brands build memory and credibility not through visibility alone but through sustained, cohesive narratives reinforced over time.
In conversation with Editor Ankur Sharma, The News Strike, Masuma Siddique, Founder & Chief Strategist at InkCraft Communications, Siddique highlights that sectors like deep tech and healthcare remain under-leveraged from a communications standpoint, while cautioning startups against chasing virality without narrative clarity, as long-term brand equity depends on narrative ownership as much as product strength.
1. Has PR fundamentally lost control of narrative in an algorithm-driven ecosystem dominated by platforms and creators? If yes, what replaces it?
I don’t believe PR has lost control of the narrative, it has evolved in how it exercises that control. Earlier, control came from limited channels and defined gatekeepers. Today, the ecosystem is far more dynamic, with platforms, creators, and communities all playing a role. But this actually makes PR more important, not less. PR today is about strategic influence, shaping narratives across multiple touchpoints, ensuring consistency, and guiding conversations in a way that aligns with long-term brand positioning. It is less about control in the traditional sense and more about intelligent direction.
2. Are we overestimating “storytelling” and underestimating distribution mechanics in modern brand building?
I see storytelling and distribution as deeply interconnected, not competing priorities. Strong storytelling is still the foundation, because without a compelling narrative, distribution has nothing meaningful to amplify. What has changed is that PR today needs to think about storytelling with distribution in mind from the very beginning. The strength of PR lies in its ability to craft stories that are inherently adaptable, stories that can travel seamlessly across media, digital, and influencer ecosystems.
3. In a fragmented attention economy, what actually creates memory for a brand today?
Memory is built through consistent, credible storytelling over time. In a fragmented landscape, brands that win are the ones that show up with a clear narrative and reinforce it across multiple platforms. PR plays a critical role here by ensuring that the messaging remains cohesive, relevant, and aligned with the brand’s larger vision. It is this sustained narrative building that ultimately creates recall and trust.
4. Is the industry still confusing visibility with credibility? Where do most brands get this wrong?
Yes, and this is where PR becomes essential. Visibility can be created quickly, but credibility is built through earned trust. PR brings that layer of validation through media, third-party voices, and consistent narrative building. Brands often make the mistake of focusing only on reach, whereas what truly matters is how they are being perceived. Credibility comes from depth, consistency, and authenticity, which is where strong PR strategy makes a real difference.
5. Which sectors today are “over-PR’ed” versus those that are under-leveraged from a communications standpoint?
I would say some consumer-facing sectors are highly visible, but that doesn’t necessarily mean they are over-PR’ed, it often just means they are competing harder for attention. Where I see a real opportunity is in sectors like deep tech, infrastructure, healthcare, and mental wellness, where the stories are powerful but not always communicated effectively. PR has a huge role to play in bringing these sectors into sharper focus and making them more accessible to wider audiences.
6. Many startups chase virality early, does that damage long-term brand equity more than it helps?
Virality in itself is not the issue, it is how it is approached. When PR is involved strategically, virality can be aligned with long-term positioning and used as a powerful accelerator. The challenge arises when virality is pursued without narrative clarity. PR ensures that even high-impact, high-visibility moments are anchored in a consistent brand story, which helps build equity rather than dilute it.
7. What is a stronger moat today: product differentiation or narrative ownership?
Both are critical, but narrative ownership is what allows a brand to truly stand out in a crowded market. A great product is essential, but without a strong narrative, it can easily get lost. PR helps brands define and own that narrative, ensuring they are not just part of the conversation, but leading it.
8. How should founders think about PR when product-market fit is still uncertain?
PR at that stage should be strategic and focused. It is not about scale, but about clarity. Founders can use PR to shape early perceptions, test narratives, and build credibility within relevant ecosystems. Done right, PR can actually support the journey towards product-market fit by helping brands understand how they are perceived and where they resonate.
9. Are influencer ecosystems creating authentic brand affinity or just rented attention?
Influencer ecosystems can absolutely build authentic affinity when approached thoughtfully. PR plays a key role in identifying the right voices, building meaningful collaborations, and ensuring alignment with the brand’s narrative. When done strategically, it moves beyond rented attention to creating genuine connection and trust.
10. If AI commoditises content creation, does differentiation shift entirely to strategy and distribution?
AI will definitely make content creation more efficient, but it also reinforces the importance of strategic thinking, which has always been at the core of PR. Differentiation will come from how well brands understand their audience, shape their narrative, and distribute it effectively. PR naturally sits at this intersection of insight, storytelling, and strategy.
11. Will AI shift PR from reactive storytelling to predictive narrative engineering?
AI will enhance PR’s ability to be proactive, but the essence of PR remains the same, understanding people, context, and perception. It will allow us to anticipate trends and respond more intelligently, but human insight and judgment will continue to drive meaningful storytelling. In many ways, AI strengthens the strategic role of PR rather than replacing it.
12. What will a high-performing PR/marketing team look like 5 years from now—fewer people, different skills, or different structure altogether?
Teams will become more integrated and strategically aligned. PR, marketing, and digital will work far more cohesively, with shared goals and unified narratives. The skill sets will evolve to include data, insights, and distribution expertise, but the core of storytelling, relationship-building, and strategic thinking will remain central.
13. If you had to rebuild InkCraft Communications today from scratch in an AI-first world, what would you do differently?
I would further strengthen the integration of data, insights, and technology into our processes, but the core philosophy would remain the same, building strong narratives that drive real impact. PR, when done right, is already future-ready because it is rooted in understanding people, culture, and communication. AI would simply allow us to do that with greater speed and precision.
