By Princel Rosario, Sr. Manager – Media Relations
Attending PRAXIS11 in 2024 was quite a professional milestone that I was able to experience, thanks to ON PURPOSE. After hearing countless reviews about this prestigious event, I finally experienced it firsthand, and it did not disappoint. Held in the vibrant city of Pune at the luxurious JW Marriott, the event gathered over 600 PR professionals from across India, all eager to learn, reconnect with old friends, and forge new connections. The energy in the room was palpable, with everyone buzzing with excitement, especially the shining group of SCoRE students on the verge of entering the world of PR. Their enthusiasm, coupled with their anticipation of receiving scholarships and networking with industry veterans, was inspiring to witness.
The inaugural keynote by Ms. Priya Paul, Chairperson of Apeejay Surrendra Park Hotels, set the tone for the event. Her candid account of how culture and creativity became the backbone of Park Hotels’ success during the 90s, when they had no advertising budget, resonated deeply with the audience. She spoke about the power of PR in telling the right narrative and building differentiation, emphasizing how powerful ideas can often outweigh big budgets. Her conversation with Neha Mehrotra from Avian WE further highlighted the importance of innovation in the face of limited resources—a lesson many in the industry can relate to.
One of the standout sessions was by Anita Gupta, SVP & Strategic Communications Advisor at DHL Group. She delivered an insightful talk on “The Evolving Role of Communicators in Corporate Culture Building.” Anita spoke about the importance of embracing culture in a world rife with complexities and the need for a stakeholder-centric, inclusive approach to communication. Her focus on creative storytelling and its role in shaping corporate culture was a key takeaway for me as I continue to hone my own communication strategies.
A memorable fireside chat with Sonya Madeira Welde of RICE Communications followed, rounding out the discussions on corporate culture. The chat highlighted how communicators are not just message deliverers but also partners in building and nurturing corporate culture. It reinforced the idea that in today’s fast-changing world, PR professionals must be deeply involved in shaping the internal and external ethos of the organizations they represent.
Creativity, an underlying theme throughout the event, was explored in depth by Sarah Meron, Chief Communications Officer at IBM. Her perspective on how creativity is the foundation of effective PR resonated strongly, particularly her observation that women who are often told “NO” more frequently in their lives, develop creative solutions to overcome obstacles and go on to develop an unparalleled creative edge. It’s a lesson I’ve seen firsthand in my own career and one that was echoed by many at the event.
Sudhir Sitapati, Managing Director and CEO of Godrej Consumer Products, added another layer of insight by delving into the strategic role PR plays in brand building. His view on aligning corporate identity with what the public wants to hear underscored the importance of not just communicating who you are but doing so in a way that resonates with the audience. It was a timely reminder of the increasingly strategic nature of PR in today’s corporate landscape.
One of the more forward-looking discussions was led by Anupriya Acharya, CEO of Publicis Groupe South Asia, on the “Impact of Media in Shaping Consumer Behavior and Communities.” She spoke about the evolving boundaries between PR and media, predicting a future of increased collaboration and interdependency between the two. This was followed by Hemant Gaule from SCoRE presenting a report on the next 25 years of Indian PR, offering insights into where the industry is headed and sparking engaging discussions with a panel of industry leaders from Skoda, Axis Bank, and MSL India.
The first day ended on a high note with a live performance by AGNEE, providing the perfect balance to the intense learning sessions with some much-needed fun.
Day two began on an inspiring note with a session from Padma Shri Awardee and India’s first Paralympic Gold Medalist swimmer, Murlikant Petkar. His life story moved the audience, reminding us of the power of perseverance and resilience—qualities we often need in our own professional journeys.
Later, Rahul Welde, a media and marketing expert, shared fundamental principles of brand building—customer-centricity, clarity, and consistency. His session reaffirmed the importance of community building, not just as a marketing tool but as the foundation for creating brand ambassadors out of your audience.
The day’s sessions also included some standout contributions from Global Women in PR, with Sonya Madeira Welde offering insights that were particularly meaningful to me as a member of the GWPR and recent mentee in the EMPOWER program. Additionally, Grzegorz Szczepański, President of ICCO & CEO of Burson Poland, highlighted the global impact of PR campaigns, mentioning ON PURPOSE’s integral role in the successful Weather Kids Campaign that went to Cannes this year.
As the event drew to a close, Brenda Darden Wilkerson, President & CEO of AnitaB.org, delivered a compelling session on the “Power of Community Building,” followed by an entertaining and insightful talk by the Bollywood Actress, Huma Qureshi that had the entire room laughing. She embodied the spirit of a dream PR spokesperson, demonstrating wit, charm, and an ability to navigate tricky questions with grace.
Beyond the learning and networking, what stayed with me most was the camaraderie I shared with my team. PRAXIS offered us a rare opportunity to bond, laugh, and even dance together—moments that are often hard to come by in the busyness of our professional lives. Those moments of fun and connection, along with the invaluable insights from the sessions, made PRAXIS11 an unforgettable experience that I’ll carry with me throughout my career.
As Winnie The Pooh said: ‘We didn’t realise we were making memories. We just knew we were having fun.’ And I truly was!