‘PR & Comms has the mktg discipline that touches multiple stakeholders at the same time’

Female CEOs play a significant role as both role models and mentors for those who aspire to become leaders. Whether it's guiding a new generation of employees or battling constant global industry challenges, women leaders are the true epitome of how to make progress in the dynamic PR industry in the most difficult of circumstances.

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 honored the remarkable contributions of numerous incredible women leaders, achievers, and trendsetters who have brought new trends, overcome challenges, and paved the way for a more inclusive and diverse future in the PR and Comm Industry globally. 

This time, we honour Deepshikha Dharmaraj, Chief Executive Officer, BCW India Group and Genesis BCW, who was awarded as the ‘CEO of the Year’ at the 4^th edition of e4m Women Achievers’ Awards.

Excerpts:

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

Any recognition by the industry is always an honour, and when it comes from a renowned platform like e4m, it makes it even more special. I also see the award as a call to action—to recognise more women and their contribution to the industry.   

What inspires you on your journey and endeavours?

My biggest inspiration has always been and continues to be my mentor, Prema Sagar. The trail that she has blazed, the ideas that she has brought to life and the way that she has led the industry will forever be my benchmarks. I am also inspired by my team every day and the commitment with which they serve their clients and the industry.

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?

From media relations to integrated communications: From just one aspect of public relations, media relations, communications has evolved to include a range of offerings, delivered in an integrated manner. From digital communications to influencer marketing, data analytics to crisis management, public affairs and advocacy to creative content across formats, employee engagement to purpose—there is so much more we are doing to provide solutions to our clients and growing the capabilities of our people.

From single stakeholder to a multi-stakeholder approach: As a consequence of the above, public relations and communications has become the only marketing discipline that touches multiple stakeholders at the same time. And that requires an approach where you actively understand how to engage with all stakeholders to create an impact for the business.

From India to global: Our industry in India has grown in terms of both, scale and impact. Indian communicators are leading across the world, whether as global heads of communications or at the helm of industry associations. With our work too we are making a difference not just in India but also in more markets in the region as well as the world.

Speaking of global, I think there is already a blurring of borders. In terms of practices, there aren’t any that are different from what we already do. What I would like to bring over from global companies to Indian shores is more of an openness to creative ideas and a bigger canvas for communications to play with.

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 find more remarkable about our industry is how it is constantly expanding its ambit of impact by being agile. We started out by mainly having a media outreach role to play for a company. Today, we don’t just have a seat at the high table, but are seen as trusted advisors to the C-suite. All because we have remained agile to what our clients and organisations need from us. This agility is something we have seen within our organisation as well and the reason we have it as one of our six values. The other big factor of success in our industry has been the openness to learn and adapt to change. In my own career, I learnt the skills of being a client servicing expert and then moved to head talent development as that was the urgent need of the time, with new people coming into the industry and then I led marketing and growth and to now when I am the CEO. In the coming days, I see the industry continuing on this journey, especially in the areas of:

Advisory services: From crisis to public affairs, corporate reputation to purpose, or just navigating a world where developments like AI, geo-political issues, people management, ESG, etc, are adding unprecedented complexity, the C-suite will increasingly lean into our counsel.

Technology-enabled communications: Developments in technology will continue to add layers of both, opportunities as well as challenges. The way to address these will, of course, be through more learning.

Purpose-driven creativity: We are seeing an increasing number of examples where communications is used for delivering a deeper impact to society and the environment. Where I see potential to do more is to really double down on a brand’s purpose and align campaigns to that.

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

Always keep a growth mindset—a mindset where you are open to learning, curious, creative and focused on the solution rather than the problem. A fixed mindset, which is the opposite of a growth mindset, keeps you rooted to where you are. That may seem like a comfortable place to be, but it leads to stagnation. So if you want to see yourself making a mark and doing something purposeful, you need to nurture within yourself a growth mindset.