Kommune has its seeds in a team of work-from-home mothers: Ruby Sinha, Kommune

Ruby Sinha, Managing Director, Kommune Brand Communications shares her growth journey in the industry, her entrepreneurial venture “Sheatwork” and the future forward, in a chat with exchange4media

e4m by exchange4media Staff
Updated: Dec 10, 2019 12:10 PM
Ruby Sinha, Managing Director, Kommune Brand Communications

Ruby Sinha, Managing Director, Kommune Brand Communications, a versed communication professional with over 20 years of experience in working closely with brands across different verticals like automotive, consumer durables, real estate, IT, Telecom, Travel/Tourism and others. She has also worked on government projects. She started her career as a correspondent with the Indian Express Group of Newspapers and then ventured into different areas in the field of communications.

In an interaction with Ruby Sinha, we seek to understand her growth trajectory in the industry, her venture “Sheatwork” and the future forward.

How has your time in the PR industry been?

It has been an interesting experience being a part of the industry for so many years. From being a profession entirely focused on media relations, the industry has evolved a lot over the years. Today, PR goes beyond the act of just writing a press release or coordinating for some good media stories. Well-researched content which can be taken forward across mediums is a key priority. Use of Digital, social media and analytics has also made the industry very dynamic, where it is challenging for brands to manage their reputation. The industry has also become more organised with industry bodies, events, reports etc.

How is Kommune different from other PR agencies?

Kommune has its seeds in a team of work-from-home mothers. This was the first ‘difference’ - our focus on women, especially moms in sabbatical. Incidentally, we also started off with a crèche in our office initially to encourage more such women to come out and work. Today our employees are a fair mix of efficient professionals of both sexes, though we always welcome working mothers.

How has been the growth rate for Kommune over the years?

Over the years, we have also grown as an integrated communications consultancy. Being a boutique agency, we are selective about the clients we work with and try to ensure our complete involvement in the strategy and implementation of communication programs. We at Kommune also believe that increasingly digital is becoming all pervasive, and digital is exciting. We recently unveiled the first edition of TechKomms - a report on Public Relations and Communication Trends for the Information and Communication Technology (ICT) domain in association with our research and insights partner techARC.

Kommune unveiled key findings of the 1st edition of TechKomms report recently on Public Relations and Communications trends in the ICT domain. Can you share a few details of the findings with us?

Sure. Technology is evolving at a fast pace and as we take the giant leap towards a digital world, it is important to ensure that the ecosystem is seamlessly connected. The first edition of TechKomms provides insights on Public Relations and Communication Trends for the Information and Communication Technology (ICT) in association with our research and insights partner techARC.  Experiential communication, enhanced social media engagement, emergence of Research-Online-Purchase-Anywhere (ROPA) from Research-Online-Purchase-Offline (ROPO), multi-domain expertise, data analytics, Guerrilla PR and micro-influencers are some of the key trends highlighted in the 1st edition of TechKomms.

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

It has been a rewarding journey so far. From humble beginnings in journalism to experiencing career-defining moments in the PR industry, and going through the challenges in running my own venture, the entire journey has been quite fulfilling. In spite of all the ups and downs, my stint as an ‘accidental-entrepreneur’ has been fruitful, which is why today I am even more resolute to contribute to the entrepreneurship ecosystem in India, and specially motivate talented women out there through knowledge sharing, training and mentorship programs.

Tell us something about your venture 'Sheatwork’

My experience as an entrepreneur, motivated me to launch sheatwork.com, a one-stop knowledge portal for women entrepreneurs. The objective is to reach out to small women entrepreneurs beyond the metros and empower them through the right training and mentorship programs. It is our endeavor to address some of the challenges they face in terms of skills and guidance, and enable them to become a part of the mainstream entrepreneurship ecosystem. I strongly believe that a robust entrepreneurship ecosystem, will play a key role in building an economically strong society.

What is your 5 year growth plan in the industry?

The plan is to grow further and build scale. The uptake of digital technologies is fast changing the communication landscape and we are focused on further consolidating our ‘digital skills’ into practice by offering integrated communication solutions to our customers.

How has your association with exchange4media been?

I have been a regular reader of exchange4media since my initial days with Grey Global Group and it has been interesting to see exchange4media metamorphose beyond, being a leading media advertising and marketing website to a group with several interesting industry-focused publications and events in its portfolio. I wish exchange4media all the very best for the future.

What is your message to the young PR professionals?

My only advice to the aspiring professionals is to read more, as it will help them sharpen their thinking, writing and digital skills. Be focused and work smart!


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