Senior VP and Chief Strategy & Innovation Officer, Idex
Search every verified Roopa Unnikrishnan interview, podcast appearance, and on-the-record quote — each transcript cross-checked by AI and human review to confirm speaker identity. At the PRAXIS 2023 summit in September 2023, Roopa Unnikrishnan delivered a keynote address on how business strategy can enhance public relations efforts. She argued that communicators should focus on identifying and telling the 20% of a company's story that makes it unique and valuable, rather than repeating narratives common to the industry. Unnikrishnan cited IDEX Corporation as an example, stating that the company's consistent communication about its operational results allowed its stock price to rise even after a tough quarter with lowered guidance. During a fireside chat, Unnikrishnan also discussed the risks of generative AI in PR, noting that AI hallucinations can fabricate details, such as falsely claiming she had climbed K2. She criticized companies that tell sustainability stories they cannot substantiate, and suggested that Apple's Tim Cook should instead emphasize redesigning the iPhone for longevity and a services-based model rather than relying on planned obsolescence.
“I'd much rather Tim Cook had talked a little bit more about how they're redesigning the iPhone so it lasts you five more years and here's how we're going to make it compelling — give you more services and maybe ask you to pay a little more in a SaaS model — than forcing you to buy a new product because he's built in ob...”
“IDEX is a $3 billion company and we're traded at an 18x multiple; when we had a tough quarter and transparently lowered guidance, our stock price went up because we've consistently told a clear story that we know how to deliver operational results and have a plan.”
#PRAXIS10 Public Relations and Corporate Communications India Summit 11.00 am on 21st September to 11.00 pm on 23rd September, 2023 Theme: REPUTATION MANAGEMENT - THE BIG PICTURE Keynote Address 1: How Business Strategy Can Super-Charge your PR Efforts Roopa Unnikrishnan, SVP, Strategy & Corporate Development, IDEX Corporation Followed by a Fire Side Chat with Arijit De, BCW Global
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