We need to create space — for creativity, for failure, for evolution: Sanya Bajaj

The role of a PR & communications professionals has become more critical in today’s dynamic world. e4m PR & Corp Comm 40 Under 40 Awards 2024 celebrate the trailblazers, future leaders, entrepreneurs under the age of 40 who are redefining brand stories, building trust, and driving strategic communications across industries. These winners represent a new generation of professionals who pave a way to lead with purpose, their stories are both a reflection of their individual triumphs and a roadmap for aspiring communicators.

Today, we feature Sanya Bajaj, CEO & Founder at Column Inches and the proud recipient of the 6^th edition of e4m PR & Corp Comm 40 under 40 awards 2024. She opens up about what the recognition means to her, the remarkable moments that shaped her journey, a rare, behind-the-scenes look at the mindset, values, strategies that define success in today's communications industry, and the personal and professional lessons she has gathered in her career till now.

Excerpts:

How do you feel being part of this renowned list of 40 under 40 leaders?

Firstly, it’s an incredible honour to be recognised among such a dynamic group of professionals shaping the future of PR and corporate communications. This award isn’t just a personal milestone - it reflects the hard work, creativity, and relentless spirit of the entire Column Inches team - some of my members who have been a part of this journey since year. I’m deeply grateful for the trust our clients place in us and for the opportunity to tell stories that matter. Recognition like this inspires me to continue building a company that stands for authenticity, agility, and meaningful impact.

What are the top 3 skills you believe are essential in today’s professional landscape?

Storytelling with Strategy: In a world full of content, what sets professionals apart is the ability to tell stories that drive value, not vanity. Whether it’s a founder’s narrative or a product launch, communications must align with business objectives.

Adaptability: The PR landscape shifts by the day. Changing algorithms, audience fatigue and being able to pivot quickly without losing the brand essence is a skill every professional must build. You never know when media relations evolve or trends change.

Empathy-led Leadership: Whether it’s your team, clients, or journalists, understanding their perspectives and needs creates lasting relationships. People remember how you made them feel, not just what you said.

What emerging trends or technologies do you believe will shape your industry in the next 5–10 years?

As everyone says, we’re already seeing the ripple effects of AI in content generation and data-driven reputation management. Over the next decade, I believe the following will become defining:

• PR Automation: From predictive analytics to hyper-personalised pitches, AI will automate repetitive tasks while enabling sharper targeting and smarter strategies.
  
  
• Owned Media Over Earned Media: As audiences become more distrustful of traditional outlets, brands will invest more in their own storytelling platforms, be it newsletters, podcasts, micro-influencer collabs with PR acting as the strategic backbone.
  
  
• Purpose-Driven Communication: Audiences now seek value alignment over flashy headlines. Gen Z and Gen Alpha will push brands to be more transparent, inclusive, and socially conscious — and PR will need to lead that narrative authentically.
  
  
  How do you define leadership in the modern workplace?

We need to create space — for creativity, for failure, for evolution. It’s not about having all the answers; it’s about asking the right questions and creating an ecosystem where your team can thrive independently.

As a founder, I try to lead with vision, not control. I hire people who are smarter than me in their domains and give them the autonomy to own their wins (and learn from their mistakes). For me, leadership is a daily act of listening, learning, and leading from behind.

What are your future plans? What’s one lesson you want to pass on to young professionals?

Column Inches was built on a simple belief: good PR should feel like a partnership, not a transaction. As we scale, our goal is to build India’s most founder-focused communications company — one that champions startup stories with authenticity and ambition. I also want to invest more in team growth — nurturing the next generation of storytellers and strategists.

If I had to leave young professionals with one lesson, it would be this: don’t wait for validation to show up — start showing up for yourself. Speak up in rooms you feel underqualified to be in. Raise your hand. Take the risk. The right people will notice — and more importantly, so will you.