Public policy has moved beyond regulatory compliance to become a strategic business imperative, with communications and policy experts arguing that organisations must align their business priorities with national and societal agendas to build trust and long-term relevance.
Speaking at a panel discussion at Brand Communion flagship event Convergence on 'Policy and Advocacy in Reshaping Brand Narratives'.
The panelists are Paroma Roy Chaudhary, senior advisor at APCO Worldwide; Sunita Patnaik, partner and India head at DGA Group Albright Stonebridge Group; Dr. Rajiv Chhibber, vice president of external affairs at Sahajanand Medical Technologies; Abhishek Gulyani, managing director, India and head of corporate affairs APAC at Zeno Group. The session was moderated by Aasheesh Sharma, Digital Editor, Outlook.
Opening the discussion, Paroma Roy Chaudhary said an understanding of the broader policy environment is fundamental to shaping business and consumer strategies.
"Without understanding the policy climate, the pressure groups and the broader environment, it becomes difficult to formulate an effective business strategy," she said.
According to Roy Chaudhary, policy and strategic communications should have a direct voice in the boardroom rather than functioning as extensions of marketing or HR. "The best place for policy and communications leaders is alongside the CEO and the board," she added.
Sharing the consultancy perspective, Sunita Patnaik, partner and India head at DGA Group Albright Stonebridge Group, said stakeholder expectations have evolved significantly, requiring companies to participate in issues that matter to society.
She pointed to sectors such as digital payments, where companies are increasingly investing in cybersecurity and fraud prevention not only because it supports business objectives but also because it addresses national priorities and consumer concerns.
"If businesses align themselves with issues that are materially important for consumers and stakeholders, it makes a huge difference," Patnaik said, adding that technology and social media companies are similarly placing greater emphasis on online safety and digital security.
For Dr Rajiv Chhibber, policy communications must shift from promoting corporate interests to advancing public purpose.
He introduced the idea of "PR for Public Policy", arguing that communications professionals should focus on creating narratives that complement government priorities rather than merely highlighting company initiatives.
Using healthcare as an example, Chhibber spoke about the company's collaboration with NITI Aayog on a cardiovascular health initiative branded as 'Swasth Dil Goal', which aligns with the government's public health objectives.
According to him, initiatives that reinforce programmes such as Make in India, Startup India or other national missions resonate more strongly with policymakers.
"The narrative cannot be from the company alone. The company has to become part of a larger public purpose narrative," he said.
Offering a corporate affairs perspective, Abhishek Gulyani said policymaking is increasingly driving business opportunities across sectors.
He cited India's digital public infrastructure, including Aadhaar and UPI, as examples of policy-led platforms that have enabled companies such as PhonePe and Google to build scalable businesses while delivering public value.
Gulyani also pointed to the government's Viksit Bharat 2047 vision as a framework around which organisations can build narratives spanning healthcare, artificial intelligence, smart cities and digital infrastructure.
"The expectation from organisations today is not limited to good advertising or good PR. Public good and communicating that public good has become extremely critical," he said.
He added that consumers today are far more informed and willing to scrutinise corporate actions, making strategic communication inseparable from responsible business conduct.
