Ushang Sheth, Head of Corporate Communications & PR at HDFC Securities, detailed how his team tracks AI discoverability, manages crisis communication, and measures PR impact beyond traditional metrics. He argued that while AI scales many tasks, human judgment, empathy, and accountability remain irreplaceable in financial public relations.
AI discoverability in financial services
Sheth explained that HDFC Securities' in-house data and insights team, along with organic SEO and corporate communications, uses GEO dashboards to track share of voice, citation coverage, and brand mentions across AI platforms. The organic SEO team publishes articles on current affairs to increase visibility, while the communications team works to ensure management insights appear in outlets frequently cited by AI systems. "For a regulated financial brand, AI discoverability is less about chasing generic traffic and more about becoming a trusted source for investor education and product selection," he said. The brands that succeed will be those AI can consistently understand, cite, and recommend. For PR professionals, the AI Learning Path for Public Relations Specialists offers a structured way to build these skills.
Where humans remain irreplaceable
Sheth said: "In my view, the human element remains irreplaceable in financial PR because of judgment, empathy, and accountability." AI can draft and monitor at scale, but only people can decide what to say and how to say it responsibly. Human expertise is critical for interpreting context during market volatility or regulatory sensitivity. "AI can assist with the how, but humans must own the why and the what," he said. The strongest financial PR combines AI's scale with human sensitivity. As AI for PR & Communications tools advance, the human element stays central.
Crisis communication in the age of rumors
Sheth described how HDFC Securities' social media and online reputation management teams monitor channels to detect misinformation early. They respond with clear information, maintaining a calm and professional tone. "We focus on maintaining a calm and professional tone, acknowledging issues without dismissing stakeholder concerns outright, which helps build trust and credibility," he said. Internally, pre-approved messaging and escalation protocols ensure swift, professional responses. Long-term, transparent communication builds resilience against misinformation.
Thought leadership as a strategic moat
For HDFC Securities, thought leadership is rooted in research-backed expertise, not short-term hype. The firm's research team includes Starmine-rated analysts, and it creates proprietary content IPs like 'The Big Review' and 'Powerful Voices in Finance'. "In the financial sector, trust matters more than speed. This is where HDFC Securities' thought leadership becomes our strategic moat," Sheth said. Unlike finfluencers who often share unverified, generic advice, the firm's insights are regulated, compliance-aligned, and data-driven.
Measuring what matters: modern PR KPIs
Sheth acknowledged that while media clipping volume and AVEs still have a place, he uses additional metrics to prove business value. He pointed to a set of modern metrics:
- Share of Voice (SOV)
- Message Pull-Through
- Sentiment Analysis
- Tier-1 Coverage Ratio
- Referral Traffic from Earned Media
- Conversion Rate from PR-Driven Traffic
- SEO Impact
"These KPIs shift the focus from merely counting stories to demonstrating how communication influences perception, engagement, trust, and revenue," he said.
Adapting to regional audiences and financial literacy
Sheth explained that HDFC Securities produces sectoral reports tailored for Tier-2 and Tier-3 markets, and engages regional media through on-ground events and local language press conferences. For financial literacy, the brand uses humor and storytelling-animated bull-and-bear dialogues, short films, and collaborations with directors-to make complex concepts accessible. "Financial literacy is indeed a vital national imperative, and we believe that education doesn't have to be dull or overly technical to be effective," he said. The goal is to make financial education feel like an empowering movement, not a lecture.
Why this matters for PR and communications professionals
Sheth's insights offer a blueprint for modernizing financial communications. PR teams must now track AI discoverability, not just media mentions. They need to pair AI's scale with human judgment, measure impact beyond vanity metrics, and build trust through research-backed narratives. In a sector where trust is the ultimate currency, the ability to combine technology with authentic storytelling defines the next generation of PR leadership.
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