Sudeep Purkayastha’s journey of leadership, hard work, and dedication’

In today’s e4m PR & Corp Comm ‘Comms Pioneers’ series, we feature the visionary, Sudeep Purkayastha. He has carved a niche for himself as a trusted advisor and an influential voice in the field. From storytelling to his hands-on approach to problem-solving, he has earned him the respect and admiration in the industry. In his over two decades of journey, he has inspired countless professionals to strive for success with integrity, hard work, and purpose.

Today’s story explores Sudeep’s illustrious journey in the industry, including:
• Beginning of his journey PR & Comms industry
• His journey of in communications industry
• Role & Impact of mentorship in his journey
• His Favourite Ways to Unwind
• His Future plans & vision, and so much more

Beginning of his journey in the PR & communications industry

Sudeep takes us back to the beginning of his professional journey and reveals that originally he was not from the PR industry. He continues, “I was in the advertising industry and had a rather unfavourable opinion about PR industry people. I had an unfounded impression that PR people in those days (in the 90s) were peddling undue favours for pushing news.” However, his perspective changed when his boss, Mr. Devdarshan Chakraborty, who had transitioned from advertising to PR and owned a PR & Comms agency, encouraged him to explore the PR field.

“He convinced me to give it a shot and if I didn't find my footing, I can always go back to advertising. I thought it was worth a shot and gave it a try. And I have never looked back since then,” he explains. He acknowledges that his initial experience in advertising has been a valuable asset in his PR career, particularly in understanding client needs and delivering comprehensive solutions.

His journey in the communications industry

Defining his time in the communications industry, he mentions, “I had a great time in the communications industry. I have loved every bit of my journey and would do it all over again given the chance. It has been an extremely enriching and satisfying journey. I have grown both professionally and personally during this journey with the industry. I feel humbled and privileged to have had the chance to work with some of the biggest organizations of the Indian industry.”

Sharing the highlights of his journey, Sudeep proudly expresses, “I was only 27 years old when I got the chance to work with the legendary Mr. Ratan Tata. It was thanks to Ms. Nira Radia who established and founded Vaishnavi Corporate Communications and I became one of the founding members of the agency back then. She was a terrific leader and a visionary of the PR industry. In fact, if I look back now, she changed the industry dynamics for good.”

He cites titans of industry like Ratan Tata, Mukesh Ambani, Gautam Adani, and Naveen Jindal as major influences on his work ethic and professional philosophy. He has always admired their shared traits of hard work, perseverance, resilience, and Never Give up attitude and India First, and has endeavoured to incorporate them into his own career.

Role & Impact of mentorship in his journey

Sudeep considers mentorship a very important aspect in his professional journey. “To give you a corollary, a boat without a boatman will drift aimlessly and eventually be swept away. The role of a mentor is similar to the boatman of the boat. If you get a good one, you are sure to head in the right direction and find your port of call. I was mentored in my initial days by Mr. Devdarshan Chakraborty and Ms. Nira Radia,” he acknowledges.

He guides, “It was always a gentle nudge and a bit of guidance through talks that helped me stay the course and develop as a better professional every day. As I look back, those formative years had a profound impact on my career.” He underscores that he also tries to mentor youngsters by way of some guidance and some light hearted talks whenever it seems appropriate. At times few introductions also help willing youngsters find a better footing in the industry.

Things he wishes to change about communications industry

Sudeep highlights the pressing need to transform the perception and practice of communications in today's dynamic business landscape.

He asserts, “Corporate communication needs to reposition itself as the Brand Custodian. The reason is simple: it is the function that directly protects and mitigates any adverse impact on the brand image of the organization.” He further underscores the significance of this shift by referencing a timeless quote by Warren Buffett: “It takes 20 years to build a reputation, and it takes 5 minutes to destroy it.”

According to Purkayastha, this transition is long overdue, as only a handful of organizations in India have fully embraced this approach. He elaborates, “Brand building and image protection is an arduous and painstakingly long journey in any organization. The more value and knowledge corporate communication as a function brings to the high table of decision-making, the more it will be accepted in the role of a Brand Custodian.” However, he also warns of the potential pitfalls for corporate communications, “If corporate communication remains stuck in fire-fighting mode and continues to execute orders without strategic involvement, it does not bode well for the function of the industry.

His Favourite Ways to Unwind

Sudeep opens up about how he unwinds from the demands of his daily responsibilities, “I am a sports enthusiast. I have been an active sports person throughout and my choice of sport for the last two decades has been lawn tennis. It helps me unwind and rejuvenate.” Beyond sports, music plays an important role in his relaxation routine. “Lastly, I do try to read on varied topics through books, newspapers and online media. It refreshes my views and keeps me tuned to the developments,” he shares.

Golden lessons of his success

Sudeep mentions the critical lessons and traits that have shaped his journey in the industry. Highlighting the essential skills required to thrive in today’s dynamic environment, Sudeep emphasized three core pillars of success: knowledge, relationships, and hard work.

He quotes the timeless adage, “Knowledge is power,” as the foundation of professional excellence. He elaborates, saying, “The most significant skill in any industry including PR & Comms is knowledge of the subject matter that you are dealing with and its impact on your functional responsibilities. If you are on top of the subject matter, have done your background research and read up the appropriate literature, you are far better prepared to hold meaningful conversations with anyone within and outside the organization.”

He underscores the respect that comes with being well-informed, adding, “Just like you respect people with knowledge, people also respect you for your knowledge. So this is the first and foremost trait.”

The second cornerstone of his philosophy revolves around the importance of building and nurturing relationships. “Life is all about relationships. At the end of the day we are dealing with people not organizations made of brick and mortar only. Behind every desk and designation, there is a human being. How we deal with them and how we forge our relations with them matter a lot. Business deals are not done merely on the basis of good economics but also on the basis of good interpersonal chemistry. So nurture your relationships,” he asserts.

Lastly, he highlights the irreplaceable value of hard work, which he described as the “time-tested gold standard for success.” He passionately says, “Nothing succeeds like success, and it comes only by hard work. As long as you are willing to roll up your sleeves and get into the thick of things with passion and honesty, you are bound to succeed and excel.”