Public relations, communications, and brand building are demanding, performance-driven disciplines where pressure is constant and results matter. Today, the industry is strengthened by a growing number of accomplished women who lead communications and shape the narratives of some of the world’s most influential travel and hospitality brands. Their impact is visible in how brands communicate, connect with audiences, and build enduring trust.
This International Women’s Day, TTJ turns the spotlight on these leaders as they share their journeys, career-defining moments, and insights into what it takes to earn a seat at the table. Through their stories, we celebrate their achievements and acknowledge the paths they have forged in a demanding industry, paving the way for the next generation of women in communications.
Anjali Mehra, Executive Vice President Brand & Communications, The Leela Palaces, Hotels and Resorts
Building Brands Beyond Borders: My career journey from aviation communications to hospitality with global brands across diverse markets worldwide gave me a front-row view of how brands are built across geographies, cultures, economic cycles, and even in crises. As an instinctive storyteller and brand evangelist, I was drawn to the architecture behind the narrative that has shaped my approach to communications as brand stewardship. Returning to India to join The Leela as Executive Vice President, Brand & Communications, my mandate is to strengthen brand equity and cultural authenticity.
Lessons in Leadership: My career unfolded at the intersection of legacy systems, evolving consumer expectations, and complex environments, from launching brands and opening hotels in emerging markets to navigating acquisitions and leadership transitions. I have learned that clarity and conviction matter most, and decisions grounded in long-term vision and operational reality withstand short-term pressure. The lesson that stays with me is simple: do the right thing, especially when it is hard.
Calm in the Chaos: Having worked in aviation, global hospitality, and through the pandemic, the first 24 hours of a crisis shape trust for years. Preparation, clear crisis protocols, early alignment, verified facts, and a single, consistent voice allow us to respond with confidence rather than urgency. During moments of national sensitivity, we have paused campaigns, recalibrated tone, and prioritised people over visibility. External storytelling is visible, but the work behind it is not. Effective communication requires translating strategy into a responsible narrative with judgment and patience.
Owning the Narrative: In a content-saturated travel environment, relevance comes from clarity of identity. We cannot be everything to everyone, so the focus must be on who we are and whom we serve and do that exceptionally well. This can be challenging when business pressures compete with long-term positioning. As The Leela marks 40 years, shaping the narrative for a brand named after a woman, rooted in Indian heritage yet speaking to a global audience, is both a professional and personal commitment.
Career Defining Moment: A defining phase in my career came during a major brand transition when perception and positioning were under scrutiny. I realised that language and narrative choices influence stakeholder confidence as much as operational outcomes. I shifted from thinking in campaigns to thinking in terms of consequences, while viewing brand equity, investor sentiment, and public trust as interconnected. That change moved me from a communications specialist to a brand custodian.
My Mantra: I have often been guided by the Serenity Prayer.
“God, grant me the serenity to accept the things I cannot change, courage to change the things I can, and wisdom to know the difference.”
For the Next Wave of PR Leaders: Develop commercial fluency alongside communication expertise, understand finance, operations, and growth strategy. Future leaders will be those who balance emotional intelligence with business focus and steady judgment.
Sakshi Sehdev Dogra, Director Area Marketing & Communications, South Asia, Radisson Hotel Group
Growing with the Job: My journey in sales and marketing has evolved alongside the travel and hospitality industry itself. In the early days, the focus was on building strong corporate relationships and shaping the right narratives for the brands we represented. Gradually, the role expanded to creating visibility, building credibility, and strengthening meaningful partnerships across the industry. Sales, marketing, and PR have since become far more strategic, contributing not just to brand presence but also to positioning, stakeholder engagement, and overall business growth. My teams, mentors, and the industry itself have played an important role in this journey. It has reinforced my belief that success is rarely about individual milestones; it is about the teams you build and the people who grow with you.
Clarity and Conviction: In this industry, stakeholders often hold different perspectives on how narratives should be handled and in these very moments, clarity matters. I find it helpful to step back, review the data, understand the audience and focus on the long-term brand perspective. Conviction works best when it is grounded in preparation. As you understand the larger objective, it becomes easier to guide discussions, simplify situations, and make decisions that support both the brand and business.
Communication in Crisis: The pace at which information travels today has completely changed the way crisis communication works. News spreads within minutes, and narratives can shift very quickly. Communication during a crisis must balance empathy with factual, measured responses. Preparation matters, and when teams have clear processes, aligned messaging, and strong coordination internally, it is easier to communicate calmly and responsibly even under pressure.
Authentic Storytelling: In today’s travel landscape, relevance comes from genuine stories rather than more content. For hospitality brands, real guest experiences, local culture, sustainability, and the people behind the brand resonate more than promotional messaging. Aligning narratives with larger industry shifts like responsible tourism helps brands stay credible and distinctive.
Internal Alignment: Audiences see only the final announcement or story, while the significant effort of aligning teams and stakeholders to ensure that communication reflects brand values and operational realities often goes unseen. Strong internal alignment makes external communication effective and credible.
Career Defining Moment: It came when I realised that leadership is not only about achieving big numbers, but about the impact you create through people. Once I understood how trust, teamwork, and mentorship shape outcomes, it changed the way I approach my role. I started viewing leadership as a responsibility to build capable teams, strengthen partnerships, and create opportunities for others to grow.
My Mantra: Dreams demand effort, and only hard work and discipline turn them into reality.
For the Next Wave of PR Leaders: Own your space and trust your voice. Work hard, stay disciplined, and don’t wait for someone else to create opportunities for you. Take the seat at the table, speak up, and support other women along the way. When women lift each other, the entire industry moves forward.
Navneet Mendiratta, Vice President, Public Relations and Media, Think Strawberries
From Newsroom to PR: I began my career in journalism over three decades ago, when travel writing carried a certain romance for long-form narratives, immersive reporting, and deep respect for place and people. When I moved into travel PR, the lens shifted, but the foundation remained. Understanding how newsrooms work and where credibility can unravel became my greatest asset. Today, my role goes beyond creating visibility to safeguard narrative integrity, protect brand equity, anticipate risk, and ensure that communication supports long-term positioning rather than short-term noise.
Conviction is Key: The travel ecosystem involves multiple stakeholders and cautious decision-making, so high-pressure moments can prompt immediate or defensive reactions. My training as a journalist helps me first understand the situation before responding. I have often advised restraint: “Let us assess before we amplify.” Conviction in PR is about composure, not confrontation. Authority comes from perspective built over time, allowing for counsel that is calm and grounded in experience.
Trust Under Scrutiny: Today, PR operates as a real-time nerve centre. A geopolitical shift, aviation incident, or viral video can impact travel brands within minutes. Speed matters in the first hours of crisis, but so does emotional intelligence. The balance lies in acknowledging emotion without fuelling panic, communicating facts, avoiding speculation, and resisting the urge to overpromise. Ultimately, crisis management is about preserving trust under constant scrutiny.
Clear Brand Positioning: Relevance comes from understanding cultural nuances, market behaviour, and evolving traveller expectations, especially in a complex market like India, where travel decisions reflect family structures, aspirations, and regional identity. I focus on three principles: credibility, consistency, and context. While credibility ensures the message withstands scrutiny, consistency builds memory, and context keeps the narrative culturally intelligent rather than generic.
Quiet Diplomacy: Internal diplomacy is the most underestimated aspect of PR. What people see are campaigns and coverage, but not the negotiations behind them that include aligning global headquarters with local realities, balancing commercial ambition with reputational caution, and managing stakeholder expectations. PR is often called visibility management, but in fact, it is expectation management. The most successful campaigns are often those in which potential friction was resolved quietly, internally.
My Mantra: ‘Clarity is kindness’. In journalism, clarity respects the reader; in PR, it respects the brand; and in leadership, it respects the team. During moments of doubt or pressure, I remind myself that ambiguity breeds confusion and confusion breeds panic. If I can bring clarity to a situation or a strategy, I believe I have done my job.
For the Next Wave of PR Leaders: Do not confuse diplomacy with diminishment. You can be gracious and measured and still be assertive and powerful. Most importantly, you do not have to dilute your intelligence to be liked. Understand the business, ask for credit when it is yours, and never apologise for clarity. Longevity belongs to those who are prepared, principled, and persistent.
Chandrani Chakraborty, Head PR & Marketing, Outbound Marketing
Evolving Purpose: When I started my career in PR, my focus was to get visibility for the brand, secure media coverage, and create buzz. But over time, I realised PR in travel is less about publicity, more about narrating authentic stories that resonate with relevant audiences and positioning the product and service in sync with evolving consumer tastes and preferences. Today, my role is about building long-term brand value. The travel industry has evolved significantly and continues to grow dynamically under the influence of digital media, influencers, global crises, and changing traveller expectations. So, PR has changed, and it is no longer just about being seen. It is about being trusted, relevant, and resilient.
Conviction in Challenging Environments: The travel industry can be traditional, and change may not always be welcomed. I have often recommended transparency, digital-first thinking, or narrative shifts, even when others preferred the safer route. Those experiences have been learning curves and taught me that clarity fuels confidence. When you are prepared and informed, you can stand your ground calmly. Leadership in PR often means being the most composed and informed voice in high-pressure situations.
Today, crises move fast, and social media reacts instantly. I manage risk in real time. Silence can damage a brand, but simply issuing a statement is not enough. We must listen, assess impact, align internally, and communicate clearly. Emotional intelligence matters; acknowledging concerns with empathy and maintaining strategic clarity are both essential. Calm thinking, factual messaging, and alignment help navigate pressure and protect long-term trust.
Authenticity and Relevance: Brand narrative remains relevant and differentiated by staying authentic. In a crowded travel market, storytelling must be rooted in truth, such as heritage, design, sustainability, leadership vision, or guest experience. Surface-level content does not last. Strong media relationships, curated experiences, and long-term positioning build credibility and differentiation, not short-term noise.
The Invisible Factor: Internal alignment is the most underestimated aspect of PR. People see the final announcement but not the conversations behind it of aligning owners, operators, sales teams, and stakeholders. PR is not only external storytelling but also managing expectations internally so the brand speaks with one clear voice.
Career Defining Moment: I realised that communication not only supports a brand but also actively shapes it. That shift changed how I viewed my role. I moved from thinking purely as an executor to thinking as a strategist, which strengthened my confidence in boardrooms and made me more assertive in decision-making.
My Mantra: ‘Stay calm. Stay strategic.’ In high-pressure situations, that reminder keeps me focused. When you stay steady, you make better, information-backed decisions.
For the Next Wave of PR Leaders: Do not wait for permission. Build expertise beyond your role. Understand business, numbers, operations, not just PR. Finally, never make yourself smaller to fit into a room. The industry needs confident, informed women with strong, decisive mindsets.
Saadhvi Mehra, Director Brand PR, Asia Pacific Excluding China, Marriott International
Career in Motion: My journey began with a fascination with storytelling and consumer behaviour as a student of Mass Media. Starting on the ground with Sheraton Grand Bangalore, my mandate was to drive visibility through traditional media relations. Today, as Director, Brand PR, APEC at Marriott International, the mandate is not just visibility but resonance. The shift from pitching stories to curating culture and building brand love aligns with a new generation of travellers.
Seat at the Table: Working with disruptor brands like W Hotels often meant challenging the status quo of traditional hospitality. I often had to push for bold, unconventional narratives against a backdrop of ‘this is how it’s always been done.’ These experiences taught me that data is the best ally of conviction, and when you can back up creative ideas with consumer insight, you bridge the gap between legacy systems and modern expectations. I also learnt that asserting clarity as a woman often requires being twice as prepared, and eventually that becomes quiet confidence.
Clarity Under Pressure: The PR role has evolved from being a gatekeeper of information to a navigator of context. Today, the silence of a brand can be as loud as its statement. Balancing emotional intelligence with strategy means acknowledging the human sentiment first before deploying the corporate protocol.
Behind the Narrative: At Marriott International, with more than 30 brands and distinct frameworks, I have learned that a one-size-fits-all narrative does not work. Strong impact comes from differentiating brands while speaking with a local voice. People often do not see the hours of alignment behind successful campaigns that bridge operational realities, property considerations, and corporate strategy. Our role is to translate business objectives into narratives that teams can rally behind and media can embrace.
Career Defining Moment: Being recognised as ‘Marketing Person of the Year’ by Hotelier India in 2016 was pivotal. It was the first time I believed my perspective had value beyond execution, and provided validation that my unconventional, integrated instincts were correct. It shifted my perception from executor to a strategist capable of driving business impact, trusting my voice in rooms where I was often the youngest.
My Mantra: ‘Comfort is the enemy of growth’. Every major leap in my career, from raising my hand for a task force role in Bhutan to moving to the Middle East to my current role, has required stepping into the unknown. When I feel resistance or in doubt, I remind myself that discomfort is often a signal that I am about to level up.
For the Next Wave of PR Leaders: Do not wait for permission to lead. In this industry, we are often conditioned to be service-oriented and agreeable. While service is core, leadership requires a voice. Own your expertise, ask for difficult assignments, and do not be afraid to take up space.
Parinita Samanta, Director, Marketing & Communications, Shangri-La Eros New Delhi
A Purposeful Ascent: As a mass communication student with a clear PR ambition, my first real exposure came at Perfect Relations, where I worked across cricket and hospitality, associated with The Lalit Suri Hospitality Group. Over 14 years, my work has centred on launching concepts, managing media relations, and building commercially relevant narratives.
Conviction in Change: The most important lesson I have carried is to adapt and pioneer ideas before they become trends. Consumer behaviour in hospitality shifts in waves, and I have built a discipline around staying ahead through rigorous competition analysis, active industry networking, and early adoption of technology. The ability to harmonise these inputs and to act on them gives you the conviction to speak in rooms where legacy thinking still dominates.
Calm Under Pressure: My crisis framework is simple but disciplined: keep calm and emotionally disconnect. The moment panic or ego enters the room, judgment is compromised. Trust your SOPs, lean on instinct built over years, and never move on unverified information.
Meaningful Campaigns: For me, storytelling, campaign thinking, and brand narrative win hearts. The campaigns I am proud of are Shangri-La Eros New Delhi’s debut social initiative, ‘WomenWillbeWomen’, honouring International Women’s Day, ‘We Will Mind Your Business’ for Pullman New Delhi Aerocity, reaching over half a million people, and ‘Own the Show’, which garnered 200,000 views in days. The philosophy remains the same: lead with meaning, and the metrics follow.
PR is the art of promoting others, crafting narratives, building reputations, and putting brands in the spotlight. In doing so, we often erase ourselves from the story. The ideas, strategy, and words that shape perception are ours, yet the credit rarely reflects that. So, thank you for turning the lens around. Moments like this matter more than people realise.
Career Defining Moment: At 26, I was appointed Director, Marketing & Communications at a five-star luxury hotel in Delhi, one of the youngest in the country, in a room full of leaders over 35. That moment changed my understanding of professional trajectory. It is not years on a resume; it is intent and the relentless work that follows.
My Mantra: ‘I am fearless, I am divine, I am unbeatable, I am creative, I am anything I want,’ from ‘I Am Woman’ by Emmy Meli. What strikes me is their completeness and boldness. They do not ask you to choose between strength and softness, or ambition and grace. That is the energy I bring into every room and campaign: that you do not have to be one thing to be powerful.
For the Next Wave of PR Leaders: Be bold, be vibrant, be seen. The era of invisible service in hospitality is over. Own your voice in boardrooms with the same authority you bring to running a floor. Do not make your sky blue because everyone else did; make it pink, make it yours. Happy International Women’s Day!
Yamini Singh, Regional Director India & Middle East – PR & Marketing, Heavens Portfolio
Nascent Beginnings: I worked as a journalist before transitioning to travel PR, drawn to the industry’s growth and resilience. To get an understanding of how the broad machinery operates, I worked with destinations and tourism boards. Destinations sit quite high on the industry value chain, and there is plenty of scope for creative collaborations, commercial investments, and engagement with a wide range of demographics. I learnt the ropes with various international tourism boards. But when I got to handle PR for Red Sea Global and the Maldives Tourism Board, I got a taste of luxury travel PR. I was captivated. This is where I wanted to carve my niche, and I joined Heaven’s Portfolio. Luxury is living beautifully, not just expensively, and it is wonderful to be part of an industry that is timeless, not trendy.
Exploratory Mindset is Key: We often operate in parallel universes ranging from fixed ‘this is the only way’ approaches to open, exploratory mindsets of ‘show me what you are seeing that I am not’, and the art lies in dancing between them effortlessly. Self-conviction matters, but greater still is the curiosity to discover other perspectives and meet people where they are. Perception, trust, and influence build gradually, and over time, a brand begins to take shape. Authenticity becomes essential, and true stakeholder engagement always brings its tribe of loyal advocates.
Calm and Credible: Crisis demands clarity, speed, and integrity, not recklessness. While silence can create suspicion, acting without verified facts can cause even greater damage. Strong crisis management is calm, human, and principled, grounded in accountability and trust, rather than damage control alone. Above all, the human impact must be addressed before legal or reputational concerns.
The Long Game: The hardest part of PR is proving long-term value. If sales are a 100 mt dash delivering instant spikes, then PR is a marathon. Reputation is slow to build, quick to lose, yet priceless once earned. Building trust and credibility takes time, and impact is not always immediate. But if you do it well and for long enough, the results will be lasting. Consistency eats intensity for breakfast every day!
My Anthem: It is ‘Come as You Are’ by Nirvana, a reminder to lead without pretence and to show up fully as I am.
Career Defining Moment: If I had to identify one defining moment, it would be my introduction to luxury hospitality, where human connection, craftsmanship, and aspiration meet. Real luxury is making connections by helping someone celebrate, recover, or simply feel cared for. It taught me grace under pressure and showed me service can be an art form.
For the Next Wave of PR Leaders: If you plan to jump aboard the PR express, make sure you pack enough patience and are prepared for turbulence. But I promise you the views along the way will make it all worthwhile!
Aditi Palav, Vice President – Public Relations & Strategic Growth, BRANDit
My Journey in PR: I began nearly two decades ago and still approach PR with the curiosity of someone still learning. I worked with global and Indian brands, building visibility and delivering impact, which taught discipline and respect for the craft. I moved to PR in travel and hospitality, which felt like a natural fit for me. In travel, narratives are emotional, shaped by global shifts, making thoughtful communication essential. My focus is narrative stewardship and building long-term brand trust.
Calm in the Crosscurrents: Over the years, crisis management has been my greatest teacher. When geopolitical developments or reputational concerns threaten carefully built narratives, one quickly learns that PR is less about reaction and more about composure. It requires emotional intelligence to assess facts objectively, advise leadership honestly, and communicate with empathy and responsibility. At times, I have advocated patience amid urgency, and at others, recommended swift transparency when hesitation felt safer. Travel is also deeply emotional as destinations represent people and cultures, so communication must acknowledge the human impact while protecting long-term brand equity.
The Power Behind the Narrative: The one constant truth I have seen is that advertising may create visibility, but storytelling builds belief. In a saturated content landscape, credibility is what audiences seek. Constant invisible work goes behind building trust. My three guiding principles are persistence, self-motivation, and putting people first. Success in PR often comes from staying the course, driving progress from within, and valuing your teams.
Career Defining Moment: The shift in my career unfolded early, not as a single dramatic moment but through experiences in boardrooms with global brand leaders. I listened more than I spoke, and those interactions became my greatest classroom. Equally transformative was working under remarkable women leaders whose clarity, resilience, and quiet authority shaped my understanding of leadership. Choosing PR was itself a turning point. As someone naturally shy and introspective, entering a people-focused profession stretched me, refined my abilities, and helped me recognise my potential.
My Mantra: Over the years, three simple lines have quietly become my career anchors. The first is, ‘Never give up, never surrender.’ In PR, sometimes success is not brilliance, but staying in the room a little longer than doubt. The second is, ‘You are your own biggest motivator.’ PR is intense and high-pressure, so discipline and drive must come from within. Finally, my constant compass is ‘People first’, and I genuinely believe teams build success. Clients will change, and markets will shift, but the people you work with, the trust you build, the shared passion you nurture, those are lasting.
For the Next Wave of PR Leaders: Stay the course. Take pride in how far you have come, and when ready, take the next step. Trust your inner voice. Opportunities that feel challenging and exciting are often worth exploring. You do not need to feel fully prepared. PR in travel and hospitality is demanding but deeply rewarding. It tests patience, sharpens thinking, and teaches you about people in ways few professions can.
Mridangi Khanna, Public Relations & Marketing Head, Nijhawan Group
PR Beginnings: 2016 marked the beginning of my PR journey in tourism representation, focused on awareness and visibility for international tourism boards. Working with destinations shaped my understanding of storytelling and market dynamics. Moving into luxury hospitality shifted the focus from being desired to just being seen. Today, digital ecosystems and data-driven strategies have evolved communications, but authentic storytelling and relationships remain at the core.
Legacy and Leadership: The travel and hospitality industry balances legacy systems with evolving consumer expectations, requiring clarity and conviction. In my role with a third-generation family business for over eight years, the heritage-driven structure carries both opportunity and accountability. At times, I have had to assert strategic direction, particularly in shifting toward digital-first PR strategies. Advocating for change in an environment rooted in heritage requires data-backed reasoning, confidence, and patience. Working under a strong woman leader has been especially inspiring, reflecting resilience and decisive leadership.
Crisis and Communication: In today’s travel ecosystem, PR is a real-time strategic function shaping leadership decisions. With digital platforms influencing perception instantly, the early hours of a crisis can define and shape brand trust. In such moments, transparency, speed, and empathy are critical. I believe in acknowledging concerns with a humane tone while ensuring communication remains fact-based and aligned with brand values to protect long-term equity.
Beyond the Headlines: One of the most underestimated aspects of PR and communications is the constant, behind-the-scenes strategic work. PR is not just storytelling; it is foresight, negotiation, and strategic vigilance working quietly to sustain long-term brand equity, while media coverage and events are only visible outcomes.
Career Defining Moment: A defining moment came when campaigns for international hotel brands in India gained organic momentum, and people discussed the hotels, unaware that we shaped the narrative. Seeing the influence of a well-executed PR who translates awareness into conversation and credibility gave me a deep sense of impact. In that shift, I began to see myself as a brand architect, not just a communicator.
My Mantra: ‘Reputation is built in years and protected in moments.’ This line has guided me through crises, and it reminds me to stay composed, think long-term, and respond with intention in an industry where narratives shift overnight.
For the Next Wave of PR Leaders: Own your voice and do not dilute your ambition to make others comfortable. Speak with clarity, back ideas with insight, and never apologise for wanting growth or leadership, and claim your seat at decision-making tables. Women must not feel pressured to choose between personal fulfilment and professional ambition. When women stop apologising for wanting both, they redefine success for themselves and for the next generations.
Avni Singh, Founder, Comms Craft
From Consulting to Creation: Since starting my career in PR nearly 17 years ago, I have focused on solution-driven outreach, credible narratives, and long-term visibility for global and regional brands. I have worked with iconic brands in hospitality and other industries across geographies, designing and leading communications programmes that drive impact. Moving into luxury hospitality consulting, I led mandates for several international and regional hotel brands. My role evolved as a strategic advisor – building structured programmes, client partnerships, and positive work outcomes with well-functioning systems and teams. Eventually, I founded Comms Craft, an integrated communications firm working selectively with experiential brands and visionary founders. It reflects my journey, bringing together strategic depth with expertise and a commitment to purpose-driven visibility in a complex business landscape.
Strategic Clarity in a Demanding Landscape: The landscape of luxury hospitality and travel is shaped by discerning consumers, evolving trends, and expectations for consistent results. Working with founders and brand teams, I focus on providing clarity and a strategic perspective when the pressure is high and decisions have long-term impact. Over the years, I have come to rely on disciplined thinking, thorough research, and informed counsel. I believe that meaningful communication and leadership stem from strategic insight, a forward-looking approach, and steady follow-through.
Staying Ahead of the Curve: In my view, relevance and differentiation are sustained through an anticipatory and proactive approach rather than creating reactive visibility. Working with brands across diverse geographies has sharpened my ability to keep a constant global market pulse – understanding shifts in consumer behaviour and industry dynamics. Our tailored consulting-led model involves working selectively, offering personalised attention, and operating as a seamless extension of each brand. By aligning with long-term ambition and executing with strategic depth, we ensure narratives remain credible and enduring.
The Unseen Discipline: The most underestimated aspect of communications is the strategic vigilance, discipline, and accountability it demands behind the scenes. It requires thinking ahead, aligning with stakeholders, and remaining consistently available as a trusted consultant. Much of this work stays unseen, yet it safeguards long-term brand equity. I keep myself anchored with a strong work ethic and the confidence to stand by a clear perspective – allowing my work’s credibility to speak for itself.
My Mantra: I believe in approaching my work with intention and integrity. Creating your own path takes consistency, sincerity, and patience. Through purposeful effort, credibility is built steadily and organically. Resilience and meaningful collaboration help shape sustainable, future-ready outcomes.
For the Next Wave of PR Leaders: Lead with clarity and unwavering self-belief. Commit to mastering your craft, remain steady through change, and build alongside those who share your conviction and vision. Trust the quiet power of consistent work. Credibility and success are always created with patience, perseverance, and time.
Deepa Doshi, General Manager – Public Relations, Intrepid Marketing & Communications
Growing into the Role: I began in PR as an introvert, which felt both exciting and intimidating. Content writing was an early challenge, a skill closely associated with PR. Instead of seeing it as a setback, I focused on understanding people and building relationships, which became one of my strongest skills.
Strategic Storytelling in Travel: Early in my career, travel PR focused on traditional press releases and visibility. As the industry evolved, not every stakeholder adapted, so clarity and conviction were often needed when working within legacy mindsets. One defining experience was promoting Macau when it was still new to the Indian market. We used cultural storytelling and large-scale events rather than conventional PR, but convincing stakeholders required persistence. Partnerships with properties like The Venetian Macao and entertainment-led initiatives later helped reshape perceptions and drive interest.
Testing Times: In today’s travel ecosystem, PR has evolved from controlling information to guiding perception through transparency, empathy, and speed, particularly in moments of intense pressure. Media scrutiny is immediate, sentiment shifts quickly, and stakeholders expect clarity. The responsibility is not only to protect a brand’s image but to ensure communication remains responsible, factual, and humane. A defining experience was managing communications following an airline crash, where leadership prioritised clear, honest communication. It proved that credibility in a crisis comes less from polished messaging and more from authenticity, composure, and consistency.
Evolving Relevance: The PR industry has transformed, and staying relevant requires constant learning and adaptation in a competitive, content-driven travel landscape. For me, relevance comes from awareness, meaningful storytelling, and understanding audience segments. PR now extends beyond media coverage and shapes brand perception across multiple touchpoints, but its foundation remains to build trust through consistent and adaptive communication aligned with evolving expectations.
The Alignment Imperative: From a communications standpoint, the most underestimated aspect of PR is internal alignment. Often seen as media relations or storytelling, most of the work happens long before any message reaches the public. The strongest campaigns are built quietly through coordination, perspective management, and behind-the-scenes clarity.
My Mantra: ‘Control the narrative, do not chase it.’ It has guided me throughout my career. PR is shaped by news cycles and expectations, but the real skill is stepping back, understanding the dynamics, and shaping the story rather than reacting to it. PR works best when it is measured and strategic. ‘You only get one shot’ from ‘Lose Yourself’ by Eminem resonates with this mindset. In communications, that shot is the message that shapes perception and must land as intended.
For the Next Wave of PR Leaders: Do not wait for permission, confidence, or the perfect moment. Most of us start without feeling ready. In PR, your voice is your strength, so use it with clarity and conviction. This industry rewards those who can think independently, communicate with purpose, and hold their ground when needed. Talent opens doors, but clarity, courage, and capability keep them open.
Rashna Samel, Head – Public Relations, Marketing & Communications, Global Destinations
Strategic Brand Visibility: My journey began with the mandate to build meaningful bridges between destinations and the people who bring them to life in the marketplace. Early tourism representation was less complex, and media relationships, trade engagement, and storytelling were largely linear, focused on long-standing industry networks. The industry has transformed with digital platforms, social media, and data-driven communication, as my role has evolved from representation to strategic brand visibility and sustained relevance. The focus now extends beyond storytelling to understanding audiences, shaping perception, and building long-term credibility.
Crisis Regulation: The PR function in travel has become far more immediate and strategic than it once was. Crises from geopolitical developments to safety concerns or rapidly spreading misinformation can surface at any moment, and the initial hours often define how a destination or brand is perceived. The priority must be clarity and alignment, and ensuring that all stakeholders communicate consistently to maintain credibility. At the same time, communication must acknowledge the emotional concerns of travellers and partners while remaining fact-driven and measured.
Storytelling is Important: Today, brand relevance comes from authenticity and depth of storytelling. Travel narratives must reflect culture, experiences, sustainability, accessibility, and the emotional connection a destination offers. For a destination like Fiji, the focus goes beyond positioning it simply as an island escape. The narrative expands to showcase its rich culture, community traditions, sustainability efforts, and the warmth of Fijian hospitality.
The Unseen Work: Successful PR is quietly built through sustained relationships, thoughtful positioning, and alignment with stakeholders rarely defined by a single campaign or headline. It means constantly balancing different expectations of clients, the media, travel trade, and audiences, while keeping the larger narrative intact. Much of the real work involves listening, understanding perspectives, and navigating complex conversations. The outcome depends on bringing these perspectives together with patience and judgment.
Career Defining Moment: Looking back, my journey in the industry has been quite organic. I do not recall a single defining moment; instead, it has been a series of experiences and transitions that gradually built confidence and clarity. The journey has been about growing into different roles as if they were meant to unfold that way, revealing themselves in time, each becoming part of a path and shaping who I am today.
My Mantra: One thought that has stayed with me throughout is to ‘Stay curious, stay grounded, and always build relationships that outlast transactions.’ Travel is an industry built on trust and human connection. Markets change, strategies evolve, but the strength of relationships remains the most enduring asset.
For the Next Wave of PR Leaders: Own your voice and do not wait for permission to use it. Step in anyway, ask questions, challenge assumptions, and bring fresh ideas to the table. But do remember that this is a relationship-driven business, and your reputation will precede you. So be curious, stay grounded, work with integrity, and do not feel pressured to follow a perfectly mapped career path.
