Atul Sharma: Client centricity and being people first

In today’s e4m PR & Corp Comm Luminaries series, we engaged in a candid conversation with Atul Sharma, the CEO of Ruder Finn India and Head – Middle East.  

Atul Sharma is a young and dynamic leader with over two decades of experience, revolutionizing the art of reputation management. His distinguished career spans across diverse industries, where he has served as a trusted advisor to C-suite executives, guiding them through the complexities of today’s competitive landscape. Sharma believes in leveraging the power of technology to elevate client experiences and drive growth, grounded in the belief that people and ideas are the catalysts for transformative success.  

In today’s story we’ll uncover many fascinating stories behind his remarkable journey in the industry and explore the inspiring experiences that helped him become the resilient and dynamic leader he is today. 

How He Entered the PR Industry

Highlighting his early years in the industry, Atul talks about how he found himself in the public relations industry. “During my college days, I met my mentor from the industry who sparked my curiosity about this space. He was confident, optimistic and genuinely interested in my career growth, that clinched the deal for me,” he mentions. However, it was his accidental discovery of technology PR that truly captivated his interest in public relations. “After three years of focusing on tech clients including Oracle, HCL and a whole lot of dotcom startups, I found the experience fascinating. These companies were changing the world around us, driving investments, creating jobs and solving problems, they had great stories to tell, stories about tech that was going to change the world”, Sharma states.  

Talking about his passion for all things tech, Atul elaborates, “It opened up a wide canvas for me from a storytelling perspective. I strongly felt that the tech space offered more room for creativity, in hindsight, I can say it was a very good decision”. This foundation in tech has become the backbone of his leadership at Ruder Finn, where he now encourages his team to adopt a tech-first and what’s next approach to help clients thrive in a rapidly evolving digital landscape.  

“Today, every company—whether in healthcare, education, consumer, technology or automotive—wants to be tech-first. Technology plays a much larger role in storytelling and everything that we do around us. The lessons I learnt early on about how technology drives progress have stayed with me, and at Ruder Finn, we’ve made it a point to integrate that knowledge into everything we do for our clients.” he adds.  

How Did He Land His First Client or Project? 

Atul’s journey into public relations began at a time when the industry was still in its formative stages in India. His first assignment  was with Clea Public Relations, a pioneering firm in IPO public relations. Atul shares, "At that time, there were only a couple of companies in India offering IPO PR services, making Clea PR a pioneer in the field."  

Working at a specialist PR firm, Atul was thrust into the heart of the action, where he collaborated with dot com start-ups and established brands like Ernst & Young and Barista. The experience was invaluable, as it ingrained in him the fundamentals of public relations. "We focused on building relationships with journalists, understanding how to craft effective pitches and executing PR campaigns," he briefs, highlighting the foundational skills that propelled his career forward.  

In addition, Atul shares, “When I started my career, we were only working in the earned media space. We worked hard, we partied harder. We looked forward to daily media rounds, interesting conversations with journalists, pool games at the office, press events, late working hours, FAM visits, the list was endless.”

His Journey to Becoming the CEO of Ruder Finn  

Atul’s journey to becoming a CEO was marked by a series of calculated risks and bold decisions that propelled his career. Reflecting on his transition from his earlier days to becoming the CEO of Ruder Finn, he expresses, "In my previous organization, I spent 14 years, eventually becoming Chief Operating Officer and I was enjoying what I was doing." However, his desire to take up new challenges, led him to a pivotal crossroad when an opportunity with Ruder Finn presented itself. Leaving behind a leading company in India with a strong international reputation was no easy decision for him but he stepped out of his comfort zone and embraced uncertainty. "It was a big risk, and I always think that if you don’t take risks, your growth will be linear," Atul asserts.  

Sharma is a strong believer in the fact that no journey is done in isolation, and he realized this very early in his career. He explains, 'When I joined Ruder Finn six years ago, we created a sweet spot for ourselves, we built the pedigree of a large firm and yet retained the responsiveness of a small firm, Clients and people had to be at the center of it, to bring this alive it was essential to not only bring in top talent but also to create an environment where that talent could thrive and innovate. We focused on empowering people through mentoring programs while giving them the freedom to express, take risks and lead change”.  

"With this vision, we were able to build a strong portfolio of clients who saw us as true partners in creating some of the most successful and innovative campaigns. With the right energy, passion and of course, the hunger to do more, we have become the fastest-growing large agency in India driven by a shared vision and commitment to excellence. “he adds.  

His Contributions as The President of PRCAI  

Defining his journey to becoming the President of the Public Relations Consultants Association of India (PRCAI), Atul spoke about his need to contribute more to the evolving PR industry, which motivated him to stand for the PRCAI election. Now, as president, he acknowledges the strides this industry has made over the last decade is pretty phenomenal. “Our goal at PRCAI is to cultivate an inclusive culture that unites member firms across the PR industry. At PRCAI, our vision is clear—we aspire to be a more professional, ethical, and progressive industry. This includes fostering collaboration among our member firms, encouraging them to work together and contribute to innovative initiatives,” he emphasizes. While these efforts may have started small—like organizing a cricket tournament, hosting the Sabre Awards, or conducting the Prologue Summit or the latest PRana Summit—they play a vital role. Additionally, programs like the AIPR and Writing Pen program aim to elevate the skills within our industry, creating a foundation for shared growth and achievement.  

However, Sharma also recognizes that the challenges that the industry is facing. He strongly believes  that the more we unite as an industry, the better positioned we are to advocate for the importance of communications. Today, PR is often misunderstood - although people recognize the value of PR, they don’t fully understand its power. “So, I definitely feel that there's a lot which we are doing, a lot which needs to be done, and at PRCAI we're making significant progress in that direction,” he remarks.  

His Love for Technology

 Atul stands at the forefront of the PR industry, championing the integration of AI and automation as game-changers for the future. He emphasizes that the industry is on the brink of a paradigm shift, where the balance between talent and technology will soon tip in favor of technological innovation. Reflecting on this evolution, Atul asserts, "AI will definitely change the way we work in our industry. We are at a point where talent and technology are equal contenders, but I believe the balance will tilt towards technology."  He recognizes that as AI continues to evolve, so too must the skill sets within the industry. “The industry would surely require more consulting brains than execution power." he says.  

"But again, like today, there are few platforms which sum up generative AI in its current avatar. You never know, two years down the line, there'll be way more technologies and platforms. So it's an evolving space and whatever I say today might not be relevant even six months down the line,” he adds.  

How He Built His Life’s Outlook  

Atul’s unique approach to innovation and leadership has defined his career. Naturally, we were quite curious to learn about the circumstances that shaped his life’s outlook. In response, Sharma shares, “You should read a phenomenal book named Jonathan Livingston Seagull, which explores the limits of a seagull's existence. It is about defining the boundaries of a seagull. The interesting thing about this book is that every time I read it, I discover a new purpose and meaning of the book, different from before. It’s not about what is written in the book but the context in which you are reading it.” For him, this book has fundamentally changed his perspective on life, challenging him to see beyond conventional boundaries and to constantly redefine his purpose.  

His Vision for the PR Industry 

As he navigates his path in the PR industry, Atul's legacy is one rooted in joy, learning, and a deep passion for his work. Talking about his vision, he humbly admits, “To be very honest, when people ask what's the vision you have for the next five years, I can only say that I live in the present and prefer to focus on what I can achieve now that will help shape the future.” His philosophy revolves around enjoying work, cultivating a supportive environment, and most importantly, building meaningful relationships with colleagues.  

Speaking about the legacy he hopes to leave behind, he illustrates, “Worry less, run more. My advice to all PR practitioners would be stay rooted in the present, don’t think about the past and don’t worry about the future. I also feel that you cannot enjoy your work and your life, if you are taking yourself too seriously. It’s important to have fun. Surprisingly, I had been in the industry for a long time when one day, a senior leader came to me and said she really liked the way we have brought along senior leaders from all across the industry to achieve a common goal, a common purpose at PRCAI. I think this is the kind of legacy I want to leave for this industry.”