'Recognitions like e4m 40 Under 40 are stepping stones for young PR professionals'

Garima Sharma, Senior Consultant, Archetype, talks on her win, key trends that kept 2019 buzzing in the PR and Corporate Communications sector and her future endeavours

e4m by exchange4media Staff
Updated: Dec 30, 2019 4:47 PM


Garima Sharma, Archetype talks on her Win in the inaugural "PR & Corporate Comm 40Under40" List.

Garima Sharma Nijhawan, Senior Consultant, Archetype, who won the recognition of being amongst the top 40 people under the first batch of the “e4m PR & Corporate Communications 40 under 40” list says such recognition help young professionals.

In an interaction with exchange4media, Nijhawan spoke about her win and future endeavours.


Also Read: Archetype bags British Council’s Communications mandate

How do you feel being a part of the elite list?
I am extremely elated to receive this credible recognition from one of India’s leading media houses exchange4media. Making it to the inaugural list delights me at one level, and on another, it puts immense responsibility on my shoulders to keep raising the bar and set an example for future generations of communications.

What were the trends that kept 2019 buzzing in the communication industry?
One key trend which no communications professional can currently miss is ‘influencer engagement’. In today’s dynamic social media scenario, anyone possessing basic understanding of social media and with elementary content abilities tries to position himself/ herself as an influencer. But, it is the role of an effective communications consultant to sieve through this clutter and identify appropriate profiles which seamlessly align with a brand’s personality and have the ability to add value and serve due purpose.

Another notable trend is the rise of integrated marketing campaigns – more and more brands have started acknowledging the power of strong narrative which lends itself to multi-dimensional media approach. From social media marketing, to influencer engagement, to ATL / BTL brand communications, to traditional PR approach – the unifying underlying entity is strong content and if the narrative is clear and echoes across platforms, the results it generates are phenomenal.

How will this recognition by e4m add value to your profile and the communications industry at large?
This is a credible recognition and it will definitely help me position myself more strongly in the fraternity. Such recognitions are the stepping stone for young professionals as it opens doorways for meeting like-minded growth driven individuals and gives one the negotiating power in any discussion. It will also help me elevate my position with relevant stakeholders (client, media and others) and help me in doing the kind of work that I wish to do in times to come.

What are your future plans?
I am a highly motivated individual who likes to gain as much knowledge from as many sources as possible. I like to keep expanding my horizon to include more and more facets of communications in it. As a PR professional, we cannot limit ourselves to the understanding of sector specific trends or media or economic policies. To be a good communications professional, one needs to be complete with acumen for the written and spoken word, tact of handling people and relationships, balance in personality to performance under a variety of situations and conditions and a lifelong passion to a be an ‘on the job learner’.

I would also contribute to the industry by way of becoming an effective educator who would ready the future workforce. I respect academic veterans in the field of mass communication, but unfortunately, they aren’t organic communications educators. Today, the breed of teachers come from different disciplines like sociology, literature, economics and management. We will be the first crop of ‘organic mass communications educators’. With over 12 years of work experience behind me and more work to be done, I believe I can do a lot in shaping the future workforce for the industry.

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