We are in a new era of Public Relations. In the last few years, the importance of reputation management has undergone a sea change. More brands and clients, especially from the leadership teams, are viewing Public Relations from a close range. The industry has undergone a radical change with the advent of social media, which has to a large extent changed the approach to Public Relations. We have a relatively new and young audience that we need to face in the coming years so there are bigger challenges for brands and PR practitioners, who have to be more agile and proactive in their thinking to draw up business solutions for clients.
In our exclusive weekly column, PR Conversation, Adgully interacts with leading business leaders to gain their exclusive views and insights on various trends in the PR and communications industry.
In an exclusive conversation with Adgully, Sonali Ramaiya, Founder of Roarrr Media & Public Relations, shares her journey from customer service to founding her own agency. She discusses the most significant challenges she faced as a PR professional transitioning into entrepreneurship and how her role as an educator in PR and marketing has influenced her approach to running Roarrr Media.
Ramaiya also delves into how she helps clients leverage personal branding as part of their overall PR strategy and addresses the pressing issue of the talent crunch in the PR industry. She highlights the strategies implemented at Roarrr Media to attract and retain skilled professionals, along with other key insights.
Your journey in PR spans over 13 years, transitioning from customer service to founding your own agency. How has your early experience with international clients shaped your approach to positioning global brands?
My early experience working with international clients gave me invaluable insights into setting realistic expectations, delivering within short timelines, and managing diverse perspectives. It taught me how global clients perceive the Indian market and helped me realize the unique strengths we possess- offering exceptional service and value at competitive costs. This foundation equipped me to craft globally resonant PR strategies while ensuring authenticity. Today, I leverage this understanding to position brands effectively on a global stage, aligning their narratives with cross-cultural sensibilities.
What inspired you to expand into retail with Shilpkaaram Decor? How does your experience in PR and marketing influence the way you’ve built this brand?
Venturing into Shilpkaaram Decor allowed me to channel my curiosity for creating a product-based business. Over the years, we’ve shaped the stories of numerous brands, and this experience inspired me to use my PR and marketing expertise for my own venture.
By leveraging storytelling, influencer engagement, and digital strategies, we’re positioning Shilpkaaram as a brand that celebrates Indian craftsmanship while reaching audiences locally and globally. Social media launch campaigns, high-visibility narratives, and a focus on credibility and recall will ensure Shilpkaaram grows as a recognizable and respected name in home décor.
What are some of the most significant challenges you’ve faced as a PR professional transitioning into entrepreneurship, and how have you navigated them successfully?
Starting Roarrr Media with just three years of experience was a bold leap, but I believed you cannot learn to swim by merely observing at the edge of the pool – you need to dive in! The first two years were challenging, and moments of doubt arose about returning to a stable job. However, I stayed committed, discovering networking as the strongest tool for client acquisition and relationship building.
Initially, I worked with interns to minimize costs, but training them consumed a significant portion of my bandwidth. I later realized the importance of investing in skilled professionals. Today, I’m proud to lead a highly efficient team driving success in PR and digital marketing. Networking and perseverance have been instrumental in overcoming hurdles and scaling the agency.
As an educator in PR and marketing, how has teaching influenced your approach to running Roarrr Media & Public Relations? Do you find your students’ perspectives contribute to fresh ideas?
Teaching keeps me constantly updated with the evolving dynamics of PR and marketing. To address student queries, I must stay ahead of trends, which helps me innovate and adapt in my business practices.
Engaging with students provides valuable insights into how Gen Z views brands and their unique perspectives on business. Preparing case studies for university courses allowed me to reflect on past strategies, learning what worked and where improvements were needed. This constant exchange of ideas sharpens my expertise and enhances our agency’s approach to client strategies.
Startups often face resource constraints and high expectations. How do you guide startup clients to set realistic goals while delivering impactful PR strategies?
We prioritize setting clear expectations from the beginning, ensuring alignment and transparency. Our approach includes thorough brand orientation and media training to craft a strong narrative. This enables us to confidently pitch stories to the media while ensuring the right messaging is delivered across platforms.
By combining impactful storytelling with a strategic digital presence, we maximize results within constrained resources. This focus on authentic, goal-oriented communication fosters long-term relationships and sustainable growth for startups.
The PR industry is seeing a growing emphasis on personal branding. How do you help clients leverage personal branding as part of their overall PR strategy?
Personal branding is critical in today’s landscape as it humanizes businesses and builds trust. At Roarrr, we integrate personal branding into our PR strategies by positioning clients as thought leaders. This involves authored articles, podcasts, influencer collaborations, and unconventional media appearances.
By aligning their personal stories with professional objectives, we craft relatable and memorable narratives. With the growing influence of digital platforms, we also leverage influencers to amplify these efforts, ensuring far-reaching visibility and engagement.
In your experience, how can PR firms overcome the current talent crunch? What strategies have you implemented at Roarrr Media to attract and retain skilled professionals?
Understanding the aspirations and needs of today’s workforce is crucial. At Roarrr, we offer flexible work options, including remote roles, and ensure manageable work hours. This has helped us attract talented professionals, also from tier 2 and 3 cities, who can balance personal commitments with professional aspirations.
We encourage our team to pursue personal passions outside work, fostering creativity and satisfaction. For instance, one of our employees successfully balances her role while teaching Kathak dance. Regular team bonding activities and a strong work-life balance – such as a five-day work week – have created a culture of happiness and collaboration.
The pandemic taught us the value of remote work, and it remains a cornerstone of our strategy for retaining skilled talent while fostering growth.
