We prioritise relationships over monetary bonds: Dr Sarvesh Tiwari

In the last 10 years, PR has taken a different dimension, especially after the entry of social media and the rapid shift to digital during the pandemic period. At the same time, the industry has been facing stiff challenges; moreover client expectations have also increased, with more emphasis being given to digital and online reputation management. The industry has undergone a radical shift and the current times have pushed the industry to change gears.

In PR conversation this week, Dr Sarvesh Tiwari, Founder & Managing Director, PR Professionals, speaks about factors that have contributed to PR Professionals’ remarkable growth journey, the homegrown philosophy that drives the agency’s vision, the commitment to doing good in the world, and more.

Could you share the key factors that have contributed to PR Professionals’ remarkable journey of becoming the fastest-growing PR agency in the last 12 years?

I must say, our journey to becoming the fastest-growing PR agency in 12 years has been amazing, and it is all about three things: our awesome team, our fantastic clients, and our commitment to doing good in the world. Our growth isn’t just about skills and expertise; it’s about the culture that we’ve nurtured.

First and foremost, our employees. One aspect that sets us apart is our belief in treating our team members as partners in our journey. This approach has been instrumental in our growth. We have a humble philosophy: to catch our employees doing the right things. It’s about recognising and appreciating their efforts, which, in turn, motivates them to perform at their best. This, I think, is a major contributor in the journey of the fastest-growing PR agency.

Another crucial factor is our relationship with clients. We believe in forming genuine partnerships, going the extra mile to ensure their success. Even in times of crisis, we stand by our clients, providing unwavering support to help them navigate challenges.

Lastly, the blessings of people, not just our own people, but the world we live in. Our success goes beyond monetary gains. We care deeply about making a positive impact on the community. We engage in initiatives like flood relief in Patna and aiding the homeless. We recently launched RAISE, our CSR initiative, offering pro bono communication services to grassroots-level NGOs. This goodwill towards society has not only fueled our success, but also reciprocated with positivity and growth.

So, in response to your question, I believe it’s not just the tireless efforts of our dedicated team that have fueled our success, but also the goodwill that we’ve extended to society. The universe has reciprocated with positivity and growth as a result of the positive contributions we've made.

What strategies or approaches do you employ to differentiate PR Professionals from other PR agencies in the market and gain a competitive edge?

We have taken an empathetic approach from day one, placing ourselves firmly in our client’s shoes in order to truly understand their concerns and pain points.

Rather than just completing tasks, we form genuine partnerships, going the extra mile even during crises. I would not take names, but we have worked for few of our clients free of cost when they were going through their tough times. I remember, just after the COVID pandemic, a client who was unable to pay us for more than ten months. Instead of severing ties, we chose a different path. We recognised that our client was facing a crisis and understood the importance of standing by them during their time of need. We continued to support them, offering guidance and expertise to manage the situation effectively. Our dedication and loyalty not only strengthened our bond with the client, but also showcased our commitment to their success, even in the face of adversity.

Recently, we expanded into the US market through a strategic partnership with 5W Public Relations, a top US-based PR agency. This expansion enhances our global reach and reinforces our dedication to clients.

We prioritise relationships over monetary bonds, nurturing client connections like family. Our clients trust us as more than service providers; we’re their allies, built on trust, loyalty, and mutual support. Our track record ensures client loyalty and long-lasting partnerships.

How have PR Professionals managed to maintain consistent growth and success in an industry known for its challenges and evolving dynamics?

In the PR industry, maintaining consistent success is like crafting a mosaic – different elements combine to create a beautiful outcome. We embrace change by staying updated on trends and technology, offering innovative solutions to clients. Understanding our clients’ goals deeply is crucial. We become partners rather than just service providers, building trust and ensuring effective strategies.

Investing in our team is key. We focus on continuous learning and skill development, nurturing talents within our organisation. Our office assistant, for instance, started with us and showed an interest in media monitoring. We nurtured his skills, and now after a decade of training he is our media monitoring specialist. It’s these kinds of relationships that build the trust and loyalty that drives our success.

We approach success and setbacks with a level head, creating a calm environment that encourages experimentation and innovative thinking. This approach, from the top management down to all our employees, creates a sense of calm and peace of mind within our organisation. I was reminded of a song by Sahir Ludhianvi while talking about this. It goes something like, “Gham aur khushi me farknamehsushojahan, maidilko us mukaam pe laata chalagaya…main zindagi ka saath nibhata chalagaya…” You see, when we achieve this kind of self-aware mindset on a positive note, not just individually but as an organisation, it works wonders for us. It’s all about finding solutions, no secrets involved.

Lastly, ethics are our North Star. Doing PR the right way isn’t just good practice; it’s the foundation of our long-term success. Our clients and stakeholders trust us because of this commitment. So, the recipe for our consistent growth and success is a mix of adaptability, client focus, team investment, transparency, and ethical values.

Could you highlight any significant milestones or turning points in PR Professionals’ journey that have played a crucial role in its rapid growth?

PR Professionals’ journey can be marked by 5 key milestones:

My Early Exposure: An eight-year stint with Delhi Metro laid the foundation, emphasizing effective communication and providing essential learning.
Growth Challenge to Opportunity: Initially, we couldn't participate in government tenders due to limited experience. As our expertise and turnover grew, we capitalized on this, securing government contracts.
Diversification: Recognising industry needs, we expanded into a full-fledged digital marketing agency, creating new business verticals, including an event company and a news portal.
International Expansion: A strategic partnership with 5W Public Relations, a US-based agency, marked our entry into the US market, enhancing our global reach and PR capabilities.
Embracing AI: Integrating artificial intelligence into our analytics team boosted our competitiveness and ensured relevance in the evolving PR landscape.

Today, we operate in 22 Indian regions and have a presence in seven international locations.

How do PR Professionals adapt to the evolving PR landscape to meet clients’ changing needs in the digital age?

You know, there’s a saying in our village,“Padhe likhe log paristhition ke hisab se apne aapko badal lete hain, aur anubhavi log apne hisab se parishthition ko badal lete hain. (Educated people change themselves according to situations, while experienced people change situations according to themselves.). I think this saying beautifully applies to how PR Professionals adapt to the evolving PR landscape in this digital age. In this fast-paced digital era, the fundamental essence of PR remains constant: it’s all about building and nurturing strong relationships. We’ve embraced technology to its fullest, using it as a tool to connect with our clients and stakeholders.

Our vision is clear – we aim to continue fostering these meaningful connections in an ever-changing PR landscape. So, whether it is the latest digital trend or a shift in client requirements, we’re here to adapt and make sure our clients’ needs are met, just as experienced individuals change circumstances to their liking. It’s about staying proactive and molding the situation to fit our clients’ best interests.