W'day Spl'13 | Women's presence is being felt and appreciated: Genesis' Prema Sagar

Starting with just one client 20 years ago, she built the organization almost single handedly into one of the leading Public Relations firms in the country. Today, Genesis Burson-Marsteller (GBM) is at the forefront of the industry and recognized as one of the most experienced & respected consultancies. And the woman behind the success is none other than PremaSagar, Founder and Principal, GBM. The agency continues on its defined journey, a path that was chosen and is still determined by Prema. Her vision not only defines the path for the firm, but also mirrors the journey of the PR industry in India.

Prema established Genesis in November of 1992. In 2008, it was ranked as 'India Consultancy of the Year' by The Holmes Report, acknowledging Prema’s success in nurturing reputation whilst managing complex issues in a business environment rife with inherent contradictions.

Prema Sagar has played a leadership role in the industry as well, which is demonstrated in her various positions as the Founding President of the Public Relations Consultants Association of India, Council Member for India of the International Public Relations Association and member of the global Board of Management of the International Communication Consultancies Organisation.

On the occasion of Women’s Day, Adgully had a rare opportunity to interact with this woman of substance and to understand her view point on the empowerment of women in media space.

Adgully (AG): How did people around you react to your choice of profession?

Prema Sagar (PS): People had mixed reactions. The truth is, few people really understood what Public Relations was all about, or why I would want to make a career out of it. This was an unchartered territory, so the risks were very real. Maybe some people thought I was a little crazy, but I didn’t care. To me the opportunity was a good one and I knew I wanted to make the most of it.

AG: What have been some of the high points of your journey?

PS: A highlight has been growing our roster from just one client, into a broad portfolio of clients; many we have worked with for a number of years. I am also proud of our team of colleagues, who are all so talented and work every day to deliver creative and effective campaigns for each of our clients. Seeing how far we have come in our twenty years is itself a high point.

AG: What specific challenges did you face as a woman in order to get a breakthrough into the corporate world? Is it now easier for women professionals to reach the top?

PS: My first entrepreneurial venture was a printing press that I pursued together with my brother. It taught us a great deal about starting and running a business. Our father was in the Indian Air Force and did not agree to this venture.  He felt that a job would be safer.  The press is still running well under my brother's stewardship.

I subsequently set up Genesis PR as a result of incidental meetings. The challenges I faced were not because I was a woman, they were mostly financial.  I was the mother of two small children while trying to build a new business. I had no financial backing other than what I had managed to save up to that point. My husband and I had a family to support, and the financial challenges that came with that were very real. The success I experienced early on gave me the financial footing I needed to eventually grow the business and map out a course for success. Maintaining that success, however, is a challenge I still face today. It never goes away. As for whether it’s easier for women now, I think as more women become educated, they are better positioned to have a career. It’s up to each individual how that career develops and what she makes of it. Something we can never take for granted is that just because a woman can ‘break through’ in the corporate world, doesn’t not mean or guarantee she will stay there.  A career requires dedication and hard work every day, not just at the beginning, but throughout.

AG: How has the industry evolved in terms of its outlook towards women and they matching the steps in a men's world?

PS: We have certainly seen progress, but we still have some way to go. Generally speaking, I think the Public Relations industry has been quite favourable toward women, and the number of women who have excelled in this industry is evidence of that. Every day I look around the offices of Genesis B-M and see bright, talented women rising through the ranks and developing further in their careers. As I see it, this is a great development not only for women, but for India.

AG: Do you think women need to push boundaries to make their presence felt in men's world?

PS: I don’t think so. People must remember that in order to succeed, one has to be committed to the mission but not at the expense of being true to oneself.  If it’s your nature to push boundaries, then go ahead and do so. But it shouldn’t be about trying to fit in or trying to make a mark.  We make our presence known through the positive contributions we make to the world around us, which typically follow a path of hard work and determination. Occasionally, boundaries may need to be pressed; but as a long as women are making contributions – whether as mothers, wives, or businesswomen, I believe women’s presence is being felt and appreciated.

AG: Do women gain independence by following their dreams or lose the respect of the society by not confiding themselves to conventional roles? Share your thoughts and in particular one or two of your personal experience.

PS: Yes, women gain independence by following their dreams, because it means they are being true to who they are. But as women, we cannot expect to gain the respect of society until we learn the art of self respect. It starts with respecting oneself and choosing a path that is best for you. Whether that path conforms to a conventional role or breaks tradition entirely, it doesn’t matter. What matters is honouring the commitment to what it is that you have set out to do. For mothers especially, this commitment to family is so important. If this doesn’t succeed, nothing else will. Rabab Rupawala [rabab(at)adgully.com]