Twenty Years in PR: A Journey from India to the World

Hello my LinkedIn Family,

This is the first edition of a weekly newsletter (every hump day), inspired by the many requests I have received over the past few months. I began sharing here on LinkedIn regularly as I celebrated twenty years in this marvellous profession in 2024. The response has been overwhelming, with old colleagues reconnecting, new connections forming, and people from across the globe eager to listen, share, and join a community of like-minded professionals dedicated to building careers in comms and PR.

So here I am… finally starting a weekly newsletter to share a piece of my journey, lessons learned, and thoughts and insights on the industry and beyond. I hope you enjoy reading it as much as I enjoyed putting it together.

Love,

Ketaki

I started my journey in the world of PR and Communications twenty years ago in India. We were what they called a developing market back then. The industry was still finding its feet, largely influenced by traditional methods of communication, and many people didn’t fully understand the role of PR beyond press releases and media relations. There was a prevailing mindset that communication was more reactive than proactive—a tool for damage control rather than a strategic asset.

But many don't know that the origins of public relations in India trace back to the early 20th century, during the Indian independence movement, when leaders like Mahatma Gandhi recognised the power of messaging and image-building. Gandhi harnessed communication tools in innovative ways to rally support, shape public perception, and amplify India’s struggle for freedom. His symbolic actions, like the “Salt March” and wearing khadi, stirred both national and international attention, demonstrating the ability of strategic communication to capture hearts and minds. Although not formalised as PR, these efforts laid the groundwork for using communication as a powerful tool for social and political influence.

In the years following independence, the formal PR industry in India began to take shape, particularly in the 1950s and 1960s. Government bodies and newly established public sector undertakings (PSUs) like the Indian Oil Corporation and Steel Authority of India were among the first to recognise the importance of structured communication. These organisations set up dedicated PR departments to communicate the nation’s developmental goals to an eager public, fostering a sense of pride in India’s progress. PR professionals in these early days were educators as much as they were communicators, helping the public understand new initiatives and inspiring trust in government-led projects. It was about building connections and conveying the message that India was on the path to growth and self-sufficiency.

The real turning point came in the 1990s with the liberalisation of the Indian economy. The influx of global corporations not only brought foreign investments but also raised the bar for communication standards. Multinational brands introduced advanced PR strategies—integrated campaigns, brand storytelling, crisis management, and a shift towards relationship-building—that challenged Indian firms to think differently. The arrival of satellite television and, later, digital media, expanded the tools and platforms available, pushing PR professionals to adopt a more integrated, holistic approach.

With India’s rapidly growing economy, one of the most crucial PR functions that emerged was the role of communication in Initial Public Offerings (IPOs). For companies looking to go public, PR became essential to establishing trust and credibility among potential investors and the public at large. Effective PR campaigns around IPOs were needed to clearly communicate a company's value proposition, financial health, and growth potential to a diverse range of stakeholders. This marked a new phase where PR professionals began working closely with financial advisors and executives to craft narratives that could influence investor sentiment, demonstrating the strategic importance of PR in high-stakes financial communications.

Early in my career, I trained at Adfactors PR, one of the few homegrown agencies that would rise to prominence during this period of transformation. Founded in 1997, Adfactors PR pioneered PR in high-profile corporate communications and financial PR, notably managing many IPO campaigns and helping organisations navigate the complexities of going public. Today, Adfactors remains one of India’s, possibly the sub-continent's only large independent PR agencies, retaining its identity in an industry that has seen significant mergers and acquisitions. Working there gave me a strong foundation, instilling a deep understanding of the unique needs and expectations within India’s complex business landscape and preparing me for the challenges of a globalised PR industry.

As my career developed, I took this foundation into the global market. My later work in the UK and Germany—countries with PR functions that were already advanced and established—offered invaluable lessons and added to my growth. Working in environments where strategic communication was deeply embedded in both corporate and public life allowed me to further hone my skills and refine my approach. Each experience strengthened my understanding of PR as both a science and an art, shaping my ability to lead, adapt, and build impactful campaigns across markets.

Now, in the UAE, I’m bringing this global exposure to use. Here, in a region that values innovation but also appreciates cultural resonance, I’m able to draw from all corners of my journey—balancing the strategic foundations I learned in India with the sophistication I gained in the West.

Today, India’s PR industry has grown from its roots as a developing market into a sophisticated and essential force within the corporate and political landscape. Driven by insights, digital transformation, and a nuanced understanding of cultural diversity, PR has become an indispensable part of strategic business planning.

Looking back, I feel proud to have been part of this evolution—of helping shape the growth of PR in India from its traditional roots to the dynamic and influential industry it is today. We’ve journeyed from being seen as a ‘developing market’ to a powerhouse that balances global best practices with the unique vibrancy of India’s diverse landscape. It has been transformative not only for the industry but also for me as a professional, and I am excited to see where we go next.

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