Spirit W | Constant desire for acquiring knowledge: Percept Profile's Rahat Beri

The Indian media has been particularly lucky to have no gender barriers. Media and creative agencies, television channels, newspapers and magazines and even the newer crop of digital agencies are run by women and men in equal measure. In fact in most cases there is no discrimination. It is perhaps unfair to the captains of these agencies to be categorized by gender, because that they are men or women has not in any way played a role in their ascent or day-to-day work. Although media buying and planning have existed ever since advertising began formally, it’s only in the last two decades that we have seen this sector blossom.. She is a fine example of powerwomen and media professional par excellence.  Power media women are firm in their belief, rock solid in their standing, having admirable acumen for their work and managing their work, teams, and of course their clients with aplomb.
 
One such power media woman is Rahat Beri who is  at the helm  of the most powerful media agencies in the country – Percept Profile. With her keen acumen towards Strategizing and Planning she has stepped into the role of Chief Operating Officer at Percept Profile effortlessly. With Communication being her forte and a personality to make her presence felt wherever she goes, Rahat embodies the strongest qualities of proactive leadership and planning in the Communication and media sorority.
 
She made her beginning as a Senior Manager, Percept Advertising in July 1995 and has over 18 years of experience in Brand Communication, Crisis Communication, Financial Communication, Corporate Communication, Strategy Planning, Product Launches, Public and Media relations.
 
An out –of the –box thinker with a proven track record of increasing revenues, streamlining workflow and concurrently creating a sense of team work to enhance productivity is a part of her work profile.
 
Her current responsibilities include formulating long term tactical PR Objectives to support the marketing objectives of various brands. She has also Planned and implemented Pr plans related to Corporate & Financial Affairs, Corporate Social Responsibility Programs and other related aspects of organizations.
 
Adgully caught up with Rahat Beri to talk about her role in the PR industry, her journey with Percept , what it takes to be a proactive leader and many more interesting topics. This is what she had to say:
 
Adgully (AG) :How would you describe your journey so far? What changes you see between then and now?
 
 
Rahat Beri (RB):The journey so far has been of content and satisfying. To be able to learn the ropes of being an entrepreneur in an entrepreneur driven organization is unique on its own. The learnings have been brilliant.  I have been privileged to be part of the PR industry in its nascent stage and part of Percept during its growth.
 
The PR industry over the last two decades has seen a tremendous growth both in terms of business as well as service offerings. The agencies have further been broken into multinational and Indian agencies offering a larger portfolio to category specific agencies .  
 
The shift has also been from a client perspective from a pure media driven approach to a consultancy approach with varied specifications on every service offering .
 
Overall, way forward, it is important to bring about a marketing communication perspective for a client to maximize effectiveness.
 
AG: How has Percept evolved over the course of time, when you started and now? What has been your role as a leader?
 
RB: Percept Ltd as a group has grown multifold with capitalized billings of Rs……and expanding into all the communication domains from advertising to media to public relations to events, production , talent etc.
 
When I started off with Percept we were an advertising agency offering  various services such as PR , media ,production etc to client as an add on. Each of these businesses and more have grown in business as well as recognized within the industry peers.
 
I have been solely responsible for the development and growth of the PR business. We started off with a team of 4 people based in Mumbai to over 85 people now, with offices in all the key metros. Over the years we have gained experience in various domain ranging from automobile to real estate to telecom to retail to consumer durables to tourism and hospitality etc. We have worked with various high profiled brands as well as also been involved with challenging assignments.
 
As a leader, I have been involved,  besides developing the business portfolio also adding on service offerings and business verticals which  offer a total 360 communication approach. Developing teams which are in sync with the various growth driver categories as well as understanding media segmentation is also a key focus.
We have recently also added on a social media vertical to our business which is growing multifold. 
 
AG: To be with an organization for 18 years is a long time. Who and what will you attribute your long stay to with Percept. What inspires and satisfies you the most?
 
RB: Yes, I agree 18 years is a long time with an Organization…. But if one gets interesting work to do, then time just flies. I thank Percept for reposing faith in me and giving me tremendous opportunities to demonstrate my leadership skills and grow. I got love and respect here, it is just like my extended family. The quantum of knowledge exposure and meeting intelligent  people inspires and satisfies me the most.  Working with various brands across sectors and shaping communication strategies and messages for them continues to inspire and satisfy me.
 
AG: What are your plans for Percept Profile and are you planning to foray into any new practice areas?
 
RB: Percept Profile continues to grow and invest in building newer skills. We are embracing new technology, trends and have forayed into new practice areas such as-Social Media, Research  & Consultancy, Corporate social responsibility.  We are already engaged with our clients in these areas.  
We have started our social media division –Buzzinga a year back. It provides digital and social media solutions across vertical to our clients. We have more strategic approach  as brand custodian towards our clients and brands. Hence our Research and Consultancy services play important role.  We have actively moved towards the systems and knowledge driven approach, Customised solutions with clear focus on measurements and accountability.  
 
AG: According to you what are the qualities that are required to become a true and proactive leader in the industry today?
 
RB: According to me a true, proactive leader would be one who practice what he preaches and can be role model to others. Remember proactive leaders behaviour creates great positive impressions, especially "from above".
 
AG: How do you view the PR industry in India today? What are the challenges it faces?
 
RB: Indian PR industry has truly evolved, it has become much more broader, strategic and covers array of communication services. Business of Public Relations has become more disciplined, systematic and at proactive level, to survive one has to focus on research, Strategy, domain expertise, content and strategic business outcomes have become imperative. Unlike earlier when PR was all about relationships and media visibility, today it is about knowledge, the flow of information, radical transparency and growth of Digital Communications within the PR Industry. Also entry of many international PR firms in India has impacted the work environment in big way. Local PR agencies have to be extremely competitive and act as Communication Consultancy firms, considering the international counterparts who bring a whole new way of doing PR in India. The message is clear…either raise the bar or leave the business.
The main challenge of Indian PR Industry is lack of talent entering the industry – both in quality and the quantity. Also I feel PR pros need to unite around a measurement standards that emphasizes business results rather than media results. The Indian PR industry needs to move cohesively towards a curriculum and talent that will be able to meet the needs.
 
AG: As one of the very few women to head a PR agency, did you face any challenges? 
 
RB: Not exactly, my challenges are no different than any other COO heading an Agency.
Yes, I do feel the need for more forums where women leaders can meet and exchange thoughts on business growth.  Finding the time to stay healthy - eat right and exercise can be challenge sometimes in busy schedule.  As a women and mom balancing business and home can be a challenge at times.
 
AG: What factors you feel are responsible for the position you are in today?
 
RB: I think the key factors would be constant desire of acquiring knowledge, confidence, diligence and transparency with employer, employees and our valued clients.
 
AG: What advice would you give to the young women who aim to be successful in their careers today?
 
RB: To be successful in whatever career one chooses, I guess nothing can compensate Focus, Integrity, Perseverance and constant up gradation of skills to match changing business environment. Also, to   remember an old saying  “Never put off till tomorrow what may be done today ”.
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