'At PRP, we’ve already embraced AI, data analytics, and digital storytelling'

There's a story behind everything and in this feature, we explore the unique story of resistance, growth, and contribution of one of India's leading home-grown agencies - PR Professionals (PRP).

PR Professionals is a brainchild of Dr Sarvesh Tiwari and was established in 2011. The company thrives on a proactive approach and specializes in strategic communication, brand management, and digital marketing solutions. For almost 13 years, it has been proudly serving state governments, central ministries, and businesses across diverse sectors, including Real Estate, Health, Education, NGOs, Start-ups, Automobiles, PSUs, and multinational corporations. Presently, it stands proudly with over 250+ satisfied clients and 200+ industry awards, including Fastest Growing Agency at the e4m IPRCCA 2022.

In today’s ‘IndiGenius PR Agencies’ series, we go behind the scenes and explore PR Professional’s journey, including its challenges, how it stays connected to roots of Bharat, how it distinguishes itself from other industry players, how it’s transforming India’s communication landscape, and so much more.

Excerpts:

Share the story of how you started your agency, and how the role and perception of indigenous PR agencies have changed since you first entered the industry to today?

When I started PR Professionals, we were a small, homegrown team with big dreams, and the odds were stacked against us. At that time, PR was largely dominated by global firms, and very few indigenous agencies had the confidence or visibility to stand shoulder to shoulder with them. But what we had, and still have, is something deeply valuable - a grounded understanding of how our government functions, how our communities communicate, and how to build trust in an Indian context. These were our strengths, even when we lacked global scale.

Over time, the perception has changed. Today, indigenous firms are not only holding their own, but we’re shaping the narrative. We’re leading national campaigns, managing global brands, and building impact with cultural intelligence. PR is no longer limited to international networks. It’s now a space where local expertise and relevance matter more than ever.

And the best part? There’s space for everyone. The industry has grown. What matters now is not where you're from, but how deeply you understand your audience and how consistently you deliver results.

How do global PR firms view India as a market? What sets your firm apart in terms of market insight, execution, and results?

I believe global firms rightly view India as one of the world’s most dynamic and fastest-growing markets. But what many still overlook is that India is not a monolith. It’s emotional, layered, and deeply driven by relationships.

For any business looking to scale here, the real strength lies in understanding the aam aadmi, the everyday Indian. The masses aren’t just your audience; they’re your market. And that’s where indigenous firms like ours bring unmatched value.

At PR Professionals, we don’t just serve geographies; we understand communities. Whether it’s a railway station launch in Gujarat or supporting an NGO in a remote village, we approach every story with empathy, cultural sensitivity, and relevance. Our execution is rooted in speed, context, and consistency. With a client retention rate of over 90%, we’ve shown that trust and results go hand in hand.

What sets us apart is simple: we don’t follow templates. We listen, we localize, and we deliver impact that feels real to the people we serve.

What are some of the key challenges indigenous firms face when competing with globally recognized PR firms?

The biggest challenge is perception. Global firms often come with the benefit of legacy and scale. But what they sometimes lack is depth in local storytelling and understanding of the ground level, and that’s where we step in.

Resources are another challenge. We might not have global budgets, but we make up for it with passion, agility, and accountability. And I always tell my team that when you do the right work for the right reasons, results and reputation always follow.

What is the scope of the PR market in the SME and MSME sector?

In India, SMEs and MSMEs form the backbone of our economy, especially in manufacturing, handlooms, and local craftsmanship. The potential here is massive, but most of them still see PR as a luxury, not as a necessity. Our job is to change that mindset.

However, even the best products won’t reach their full potential if they aren’t visible to their audience. I believe awareness is the first step. People need to know about your product before they can even consider its quality, price, or uniqueness.

For many small businesses, scaling requires strong marketing and PR strategies. Without a proper PR strategy, the product might remain unknown. Today, new-age businesses often allocate over 50% of their budget to advertising and PR because they understand the power of visibility.

The PR market for these sectors is growing rapidly. With digital channels and targeted storytelling, SMEs and MSMEs now have access to tools that were previously reserved for larger corporations, making it possible for them to create a significant impact with relatively modest budgets.

How do client expectations differ between Indian and international markets? Do they still rely on traditional methodologies, or are they adapting to new technologies?

International clients tend to have a very streamlined and organized approach to PR. Their expectations are practical, and there is a clear understanding of the role PR plays in building trust and reputation. They also tend to prioritize data-driven results, which makes it easier for agencies to align with their goals.

On the other hand, Indian clients often come with higher expectations in terms of results, sometimes without a full understanding of the processes involved in PR. This can lead to unrealistic demands or confusion between PR and marketing. There is still a gap in awareness about what PR truly involves, as many businesses still think of it as just media coverage rather than a long-term strategy for brand building.

However, the landscape is rapidly changing. As businesses in India embrace digital transformation, there’s a growing recognition of the value of strategic PR. More companies are adapting to new technologies, such as data analytics, social media insights, and AI-driven content strategies, to fine-tune their communication efforts and reach the right audience with precision.

The key challenge remains bridging this gap, educating clients on the true value of PR beyond just awareness, and ensuring they understand how it complements their overall business objectives.

What does the future of PR look like to you, and how is your firm preparing for the digital shift?

The future of PR will be deeply digital and still deeply human. Technology will amplify our voice, but trust will still be the message.

At PRP, we’ve already embraced AI, data analytics, and digital storytelling. But we never let the tools overshadow the truth. We tell stories that move people. And we never forget why we started: to build a firm that helps brands grow, people grow, and society grow.