Embrace the challenges and keep kite-flying to the minimum: Praveen Rikhy

Indian women are the born leaders who embody resilience, determination, and ability in every stage of their lives. So, to celebrate the spirit of the women leaders who are breaking barriers in the PR and Corp Comm industry, exchange4media launched the 4th edition of e4m Women Achievers' Awards 2023.  

The awards honoured the remarkable contributions of numerous incredible women leaders, achievers, and trendsetters who have shattered glass ceilings, overcome challenges, and paved the way for a more inclusive and diverse future in the PR and Comm Industry.  

In this series, we honour and celebrate the achievements of Praveen Rikhy, Independent Director, PR Square Consultants, who holds a prominent position as one of the top-ten PR professionals for her detail-oriented approach, reliability, and unwavering integrity and consistently delivers impactful results. She was bestowed with the ‘Lifetime Achievement Award winner in PR' award at the e4m Women Achievers' Awards 2023. 

Excerpts:

Congratulations on your win at the e4m PR & Corp Comm Women Achievers Awards 2023. How do you feel? 

It is always special to be recognized for one’s work, but to get a lifetime achievement award is a crowning glory – it feels fantastic to be awarded for your contribution to an industry that you love, and when it is by your peers, it is all the more heartening.    

What inspires you on your journey and endeavours?

What I have always loved about this profession is the need to constantly learn evolve and adopt –this profession offers you the opportunity as you are always interacting with the people who are at the top of their profession – who are the actual movers and shakers. I find it inspiring to interact with people and learn about their journey to success. 

No 2 days are alike in PR – one has to prove one’s worth every single day – that’s the challenge that keeps us young and going.

In what ways have you witnessed the PR and corporate communications industry change and evolve over the years? What global practices would you see implemented in India?

I have been in PR for over 30 years so I could write a book about the changes and coming of age of this industry. Having said that what has essentially changed are the tools at our disposal – dissemination is easier, but so is the challenge of being able to catch attention in the age of information overload, there is much talent in this line which once was thought to be about “meeting people”; Now there is standardization in terms of systems and practices which is great and avers to the industry coming of age, but it sometimes hinders the ability to be creative. 

The one positive change that I have seen is the immense talent that chooses to come into this line – when I decided to shift into PR from a Chamber of Commerce & industry everyone thought I was being impractical as there was no scope for growth, especially in the private sector, and not as a consultant. 

I think the Indian PR industry is a par with the world and that we are in some ways ahead of the curve simply because we deal with so much diversity in the normal course – our PR campaigns and programs are designed to address all segments of the TA – from the very sophisticated trendsetters to the rural audiences who are perhaps first time users - so the canvas we address in India is similar to what agencies in US or Europe are now beginning to do for a global audience.

Tell us about your most valuable learning from the industry. Where do you foresee the PR and comms industry in the coming days?

What I value most is that being in this line has made me open to constantly learning – since we are so used to dealing with new subjects daily that we don’t find change so daunting.

I desire to see PR & Communcication industry veterans in the Board room – this is the need of the hour as ESG gains center stage. All companies now need to incorporate ESG messaging into all their communication programs, whether it is corporate reputation management, brand positioning, or product/service marcomms. And the best management function to enable this is corp comm./PR which shapes the message house.

What would be your message to the future generation of professionals?

Enjoy the profession- it is one profession that keeps you young. Embrace the challenges and keep kite-flying to a minimum.