Jay Vikram Bakshi, Corporate Communication Head, Nokia
PR agencies in India are the agents of change in this profession as the ownership of PR agencies have also gone through a transition. PR agencies have had a lot of foreign participation in the last couple of years. They brought in global international practices into India. It is a move in the right direction.
Living life on the edge seems to be the mantra this daring and dynamic individual has always followed. Starting his career in 1989 at an accountancy firm, Jay Vikram Bakshi has come a long way to head corporate communications for Nokia. He joined Nokia in July 2004, supporting all parts of the organisation – mobile phones, networks, multimedia and enterprise solutions. Prior to joining the cellular major he served HSBC as VP – Communications, heading the entire domain for its global resourcing arm.
With over 12 years of experience in the field of public affairs, corporate web operations and marketing and with a background in finance and journalism, he has worked with news publications like The Economic Times, Business Standard and Business Today. His interest in web technology, and the dotcom bug got him to Hughes Software Systems, where he started the Corporate Communications division. Over the six years that he spent there, Bakshi led a web development operation, developed and implemented corporate marketing strategies through PR and the web, advertising and brand building campaigns and handled India’s first book-built IPO. Away from work, he spends time with NGOs and has helped a number of causes.
Over a conversation with Sakshi Talwar of exchange4media, Bakshi shares his views, speaks about his journey down the professional life and throws light on different facets of corporate communications exercised at Nokia.
Q. What prompted this change? After all, as a journalist one has greater control over the written word that goes into print?
I wanted to make the source of information better equipped. A communication person becomes enabler of the business. Anytime you write something, it is watched by a million people. That way you are creating an opinion. Role of a communicator changes from articulating thoughts to shaping opinions. Writing for a newspaper puts you on a roller coaster ride everyday but it does not equip you to manage projects. In corporate planning one has to be able to play along timelines. The challenges have been exciting. Also, Media teaches you to be an individual performer whereas organisation makes you a team worker.
Q. What are the typical challenges a corp comm/PR professional faces?
The challenges are many. But to my mind, the real challenge lies in winning the hearts and mind of people. The audience includes all kind of people – be it opinion makers or stakeholders. And hence, the ability to win over people is very essential.
Q. Interestingly, you were heading corp comm of Hughes Software till a few months back – which is the software side of telecom. Now you have switched to the hardware side of the business as corp comm head of Nokia. How different are the two from the communication/PR perspective?
I was always looking at communication. There are tools in the trade that are common all across, namely command over language, proficiency with writing software, ability to ask the right question at the right time. They apply in PR, journalism or corporate communication and even in advertising. Between my transition from HSS to Nokia, I worked with HSBC. I was doing concept selling, internal communication and PR. You don’t see the software; you are selling a bunch of values. Communication is not about products. The only product about communication is the imagery. A set of images, a set of notions, we are selling a set of images and the role of a corporate communication guy is to manage the reputation. I kept moving as I liked being at the edge of challenging myself.
Q. Essentially, what is the key communication plank for Nokia?
Nokia essentially looks at sending out three key messages:
Q. Coming to broader issues, would you say PR agencies in India have evolved and graduated professionally?
PR agencies in India are the agents of change in this profession as the ownership of PR agencies have also gone through a transition. PR agencies have had a lot of foreign participation in the last couple of years. They brought in global international practices into India. It is a move in the right direction.
Q. How would you gauge the efficiency of a PR firm? And is there a way to measure returns of PR initiatives?
When I got into the trade, there used to be a measure called AVE i.e. Advertising Value Earned. There was a value put on every column/inch of space that was attributed to particular story and the angle – be it positive, negative or neutral. Then you take the advertising worth of the paper, multiply it by 10 and that is your PR value earned. That was the basic way the efficiency was ascertained. But it is a quantitative and not a qualitative measure. Then one looks at quality, which again is in the domain of shaping opinions. Biggest result you can get out of PR is the word of mouth or share of mind. Anything that has to do with media one can get the returns.
Q. Tell us about some successful PR initiative executed by you.
When I was at Bajaj Auto, we had introduced this new bike Kawasaki Caliber. We had flown all the journalists to the manufacturing plant and gave them the bikes to ride, just like a toy to play with and explore. As only when they touched, felt and understood the product, would they go and write about its finer points. After this one initiative, we did not need to advertise for the bike for at least one year.
Q. You have moved from journalism to public relations. How would you describe this transition to the other side of the table?
I feel that it is a change that defines you. Before this, my transition was from finance to journalism. I studied to be an accountant and then I got a break at Business Standard in 1992. Then I wanted to look at media from the other side, which is from the corporate side. Initially I worked with Contract and I was responsible for setting up their PR division. I worked on accounts like Bajaj Auto, Prudential ICICI etc. Then I joined HSS as their communications manager where I was responsible for web developments, PR and internal communications. It has been a complete corporate experience. It gave a complete new perspective.
Q. As a communication person, would you say handling a consumer durable/lifestyle product or brand is a simpler task and perhaps more exciting?
Nokia is a very strong brand and for one to be able to draft a message on impressions, which are already formed, is very challenging. Cell phones are now an essential part of everyday life. Which sets your communication bar higher, which means expectations are higher. It’s always a moving target. However, Nokia is much more than just a lifestyle brand. Nokia is always a network provider. It is a solution for an enterprise.
Q. PR does not yet seem to be a popular career choice amongst youngsters. Why?
The perception is changing. There are certifications for being in PR; degree of sophistication and level of communication is getting higher. Titles like corporate speechwriter and internal communications specialist are finding their way as career options amongst people today. But the right kind of exposure, ability and attitude is mandatory. The jobs are there but maybe they are not talked about enough or maybe the idea is still evolving.
