My journey began as a junior executive handling varied roles across corporate and marketing communications. Moving from Tamil Nadu to the capital wasn’t easy, and while it wasn’t entirely planned, my career evolved through a mix of intent and opportunity.

In my early years, I worked with organisations like Ogilvy Public Relations, IPAN Hill & Knowlton, and GE, gaining valuable cross-sector experience. My family’s support played a crucial role as I built my career from the ground up despite initial expectations that I would follow a more conventional path like IT.

There was a time when my family would wonder why, despite working so closely with the media, my name never appeared in print. It became a meaningful way to explain that PR is about being the storyteller, not the story shining the spotlight on others while working behind the scenes. Over time, their curiosity turned into pride.

I also credit much of my entrepreneurial journey to my husband, Ravi Veeravalli, whose guidance and support have been instrumental in shaping my professional path.

There have been two pivotal moments that shaped my journey. The first was a moment of introspection early in my career in Delhi. Despite working with leading agencies and gaining valuable experience, I found myself searching for deeper meaning in my work. 

I realized I didn’t just want to do communications; I wanted to do communications for a purpose, with a clear objective. I was drawn to sectors with unmet communication needs, where I could feel the genuine satisfaction of having made a difference. That clarity of purpose became my compass.

The second defining moment was acting on that realization. In 2010, after more than a decade of experience in media strategy, corporate communications, and crisis communications, I took the leap to become an entrepreneur and founded Footprint Global Communications. 

Building an agency with a clear focus on higher education, public health, and advocacy communication allowed me to finally merge my passion for purposeful communication with business leadership. It was transformative – not just professionally, but personally. I had found my space, my domain, and my calling.

Every entrepreneur faces challenges, and for me, there have been two distinctly tough phases. The first was the early years of building Footprint – a period that was both exhilarating and demanding. Establishing credibility, building a team, and carving out a niche in specialized sectors like public health and science communication required immense patience and persistence.

As a woman entrepreneur, I had to work harder to be visible, credible, and get a foothold in the industry. It was not easy, but I kept at it. This is where I want to express my deepest gratitude to my clients who placed their faith in me and in Footprint. What I learned during this time was the importance of staying true to your values and expertise. We focused on sectors where we could make a real difference, and that authenticity became our strength.

The second difficult period was the uncertainty of the pandemic. While we didn’t become unprofitable, there was a sudden halt in new business and communications budgets, along with an urgent shift in how businesses functioned – from physical to online. The transition to online and hybrid work structures took me a while to navigate, and I sometimes reflect on how challenging that adjustment was. But it taught me resilience and the critical importance of adaptability in an ever-changing landscape.

The transformation has been nothing short of revolutionary. Today, PR is no longer just about securing a few news items in newspapers or links on news portals; it has become central to business strategy, reputation management, and building stakeholder trust. When I started my career, PR was often viewed as a tactical, reactive function – something you called upon when you needed media coverage or damage control. Now, it’s a strategic discipline that sits at the leadership table.

Modern PR professionals must combine creativity with cultural insight, use data and measurement as strategic levers, and build capabilities that match the relentless pace of technological change. The digital transformation has been profound. Social media has made communication instantaneous and two-way, fundamentally shifting the power dynamic between brands and their audiences. We must be more agile, more responsive, and infinitely more authentic than ever before. We are always “ON” 24×7 in the new PR age.

AI is now transforming how we work in PR and communications. From media monitoring and sentiment analysis to content creation and predictive analytics, AI tools are enhancing our efficiency and expanding our capabilities. However, the real differentiator remains human judgment, ethical clarity, and the courage to engage meaningfully when silence might feel safer.

What was once a clear distinction between earned, owned, and paid media has evolved into an integrated ecosystem where these channels overlap and amplify each other. A single piece of content can move seamlessly from a brand’s social channel to earned media coverage to influencer amplification. It’s all interconnected now.

Looking back, I sometimes smile thinking about how PR was done in the ’80s and ’90s, physically mailing press releases, and waiting anxiously by fax machines to disseminate a press release or wait for coverage clippings. We’ve certainly come a long way from those days of landlines and filing cabinets of tons of coverage clips!

My advice to newcomers: blend creativity with strategic thinking. Stay ahead of industry trends, embrace emerging technologies, and be ready to experiment with new ideas. Effective communication is a powerful tool, so hone your storytelling skills and create narratives that resonate with your audience.

But beyond the fundamentals, cultivate curiosity – it’s your greatest asset. You’re entering a world brimming with opportunities in PR, so think laterally and don’t limit yourself to traditional paths. Embrace AI and new technologies, but balance that with deep domain understanding and knowledge. The tools may change, but expertise remains invaluable.

Above all, be genuine, honest, and transparent in your work. Authenticity isn’t just a buzzword it’s the foundation of trust, which is what PR is ultimately built upon.

One of the most persistent misconceptions is that PR is simply about getting media coverage or “spinning” stories to make things look better than they are. This outdated view fails to recognize the strategic depth and multidimensional nature of modern public relations.

Real PR is about building genuine relationships, earning trust, and communicating with authenticity. It’s strategic counsel that helps organizations navigate complex situations, build reputation over time, and engage meaningfully with stakeholders.

Today, the lines between traditional media outreach, social media engagement, digital marketing, and influencer partnerships have blurred significantly. PR is no longer a unidimensional medium of communication; it’s an integrated discipline that leverages multiple touchpoints to create cohesive narratives and foster authentic connections. It’s as much about listening and understanding as it is about speaking and messaging.

Another damaging myth I’d like to address is that PR can fix anything or undo any damage. The truth is, PR is not a magic wand. While strategic communication can help manage crises and rebuild trust, it cannot erase the consequences of genuine wrongdoing or replace the need for substantive action. If an organization has made serious mistakes, PR can guide the response and chart a path forward, but real change, whether operational, cultural, or ethical, must come first. Reputation is earned through consistent action over time, not rescued through clever messaging alone. The best PR strategy is always grounded in truth and backed by genuine commitment to change.

The PR and communications industry is entering a transformative phase where adaptability, tech fluency, and authentic engagement will define success. While AI is reshaping the landscape, the real differentiators remain human judgment, ethics, and the courage to speak up.

A generational shift is also redefining communication. Gen Z consumers prioritise values, demand transparency, and quickly call out inauthenticity. Their loyalty is driven by consistent action, not just messaging, making accountability across digital platforms essential.

Technology is no longer just a support tool—it’s the backbone of modern PR. Data analytics, social listening, AI insights, and real-time engagement have made communication more integrated, moving beyond traditional media relations to connected, multi-channel strategies.

Trust-building has evolved into an omnichannel effort. PR must now deliver consistent narratives across all touchpoints—from corporate messaging and social media to customer interactions and leadership communication ensuring every moment strengthens credibility.

Most importantly, PR has evolved into a strategic CEO tool. In an era of heightened scrutiny and stakeholder expectations, it plays a critical role in shaping business decisions, managing reputation, and aligning corporate purpose with public perception.

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