Comprehension & articulation are our key differentiators: Rachana Chowdhary, Founder, MVW

Chowdhary talks about her journey in the PR industry and tells us how the company has helped start-ups by offering a platform to publish their stories through InstaaPR

by Nafisa Shaheen
Published - Oct 17, 2019 5:29 PM Updated: Oct 17, 2019 6:11 PM

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RachanaChowdhary

MediaValueWorks (MVW) is an international communications specialist firm with the core business objective of delivering customised communication solutions to business across the globe. Serving over 300 clients across public relations, digital marketing, influencer marketing, content, research domains, MediaValueWorks boasts of a strong presence in catering to the B2B and B2B2C clients across healthcare, manufacturing, technology, ERP, CRM, HR, BFSI, and others.

Incepted in 2011, MediaValueWorks has a strong legacy in the public relations industry. exchange4media had an interaction with Rachana Chowdhary, Founder of MediaValueWorks, about her journey in the PR industry and how the company has helped start-ups by offering a platform to publish their stories through InstaaPR.

Edited Excerpts:

How did your journey in the PR industry commence and how has your time in the industry been?

I started my career with the Times of India group in 1996 and fell in love with news and content. I worked extensively with the mainstream media, trade B2B media, regional media, retail, education and city-centric teams on various special features, strategic marketing initiatives and explored new platforms. I realised that an enormous amount of stuff goes on in the corporate world, which has to deal with content, and content requires huge research, understanding and comprehension. So, with my fancy, I joined Xavier’s Institute of Communications Mumbai and attended the evening classes meant for the working professionals.

Later, I joined a dotcom in the early 2000s. This was a journalists’ network, primarily for press releases dissemination online, noted globally as the newswire business. I worked in this start-up for about 2.5 years and then moved to IPAN Hill & Knowlton (now Hill+Knowlton Strategies) and wore multiple hats at the agency. Later, I had the privilege to be amongst the early few team members who played an instrumental role at PR Newswire, when the organisation was setting up its India operations in 2008.

In my cumulative experience of meetings and conversations with diverse set of clients, while offering them both India and international online PR solutions, I realised that most organisations, especially my clients, expected me to recommend them strategies and chart out their complete branding roadmap. So, I consciously made this effort and worked on our transformation into becoming a full-fledged digital communications and PR consultancy.

What paradigm shift have you noticed in the industry?

Our industry is driven by capturing and showcasing our clientele disruptions. Hence, PR industry has been the recipient of most disruption. As industry transforms into being 4.0 ready, digital transformation journeys of customers have taken a major share on our stories.

Writing stories needs tremendous amount of research. Comprehension and articulation in crafting precise and concise stories are amongst the key changes industry has noted.

As digital communicators, we are facilitators in making our clients stories get viral on the right digital platforms, so that it reaches its target audience.

Tell us in detail about MediaValueWorks

‘Using technology to our benefit’ is our motto. Efficiency, cost-saving and transparency are our prime objectives.

MVW Network International enjoys access to a million journalists across APAC, Europe, North America, Middle East, Africa and Latin America. We enjoy partnerships with various news networks and ensure seamless global press releases distribution in over 25 foreign languages.

Our personalised engagement strategies help build, design and create custom media lists comprising mainstream, business and trade media. We maintain consistent communications and seek opportunities for leadership, contributory articles and quotes of our clients in these international markets.

MVW India offers strategic PR services focused on garnering brand visibility opportunities across pan-India media. Both traditional and new-age digital platforms are a part of our MVW India PR packages. MVW India serves over 20-25 clients for their India PR requirements. Our strategic approach ensures in garnering the most appropriate article placements, OPEDs, leadership articles and speaker opportunities for our clients. We enjoy partnerships with leading news networks and have pan-India stringers network. With offices in Mumbai, Delhi and Bengaluru, MVW India has demonstrated delivering most effective PR outreach pan-India.

MVW Digital strategises and executes innovative digital campaigns. In addition to handling the digital promotions of our clients, our digital content team produces customer advocacy stories, whitepapers, case studies, ebook, customer testimonial videos and explainer videos for our clients.

We currently are also in the process of building our advisory board and looking to connect with seasoned professionals across skillsets and industries.

How has been the growth rate in terms of client acquisition?

Currently, almost 70 per cent of our clientele is from India. Client retention is our core USP. We have recorded a growth rate of about 30 to 35 per cent in new client acquisitions.

We primarily cater to two types of clients.

There are pay-per-use clients who register to utilise our local, national or international network to distribute stories to a wider audience. Our online PR platforms namely, India-Press-Release.com and InstaaPR, have been a preferred platform for various individuals, entrepreneurs, start-ups, SMES to post their online stories.

Our Indian retainer clients also enjoy a preferential pricing for subscribing to our international releases.

Some of our popular global/regional PR circuits used by clients are travel & tourism, aviation-tech, Internet of Things, Robotics, etc.

How can you trace your growth over the years in the industry?

MVW is recognised as one of the fastest growing boutique firms with premium solutions. Our ‘Hub & Spoke’ model help us collaborate and network with professionals and freelancers from various cities. Personally, we enjoy great relations and deep-rooted associations with many of our agency-partners, co-partners, both in India and overseas. These associations go far beyond the business contracts and go a long way in building our network stronger.

 How has been your association with exchange4media?

exchange4media has been a great facilitator in strengthening and shaping the advertising, media, marketing and communications industry. With numerous opportunities and knowledge sharing platforms, e4M has contributed in upscaling the community in a big way.

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