Meet The SHEROES: Arpana Kumar Ahuja, Chief Growth Officer, PR Pundit

“If I were to describe myself in hashtags, I’d use #ConversationMaker, #PeoplesPerson, #EnthusiasticFoodie, #ProudMommy, #TravelTripper, #Culturati, #LifelongLearner, #LiveLifeWithNoRegrets and #YogaFit,” says Arpana Kumar Ahuja, chief growth officer with PR Pundit.

I was born down south, started schooling in the east, lived the better part of school and college life in Delhi and did my post graduation to Mumbai. As an Air Force Officer’s daughter, life from the start was a heady mix of different cultures, languages, food, people, and life lessons in adapting to change. It was a truly privileged life and it shaped me into the confident woman who takes challenges head on.  

I was in high school when I had first learnt about PR (or public relations) and and it’s been a rather fascinating journey with constant learning and enrichment. In fact, my starting point is what I always draw inspiration from.

The beginning: On plans and challenges

I knew I wanted to pursue PR, and therefore was determined to apply to Indian Institute of Mass Communication (IIMC) and spent much effort preparing for the entrance exam. However, a bout of severe food poisoning a day before the exam made me miss it. So focused was I on IIMC that I had never explored any other option!  

A chance encounter with a senior made me aware of Xavier Institute of Communication (XIC) in Mumbai and within 48 hours, I was on a train to catch the admission deadline. Not only did I clear it, I also managed to persuade the Dean to enroll me for the advanced diploma, which was meant for people with work experience.

I had to promise to get a job to qualify; I got one by applying for a PR executive’s position advertised in the ‘Situations Vacant’ page of the Times of India, Mumbai.

That one year in Mumbai was the most eventful and exciting time for me.  Not only was I living all by myself, but also managing the demands of a job in a new city coupled with a full load of a coursework in the evenings. Did I survive? I thrived!

The challenge of winning a communication battle

In my two decades of work I have worked across five-to-six organisations and each has played a crucial role in teaching me the many facets of the profession such as crisis/issues management, media relations, brand building, product/company launches, integrated marketing communications and social media campaigns.

It’s been wonderful to be a part of the changing landscape, adapt to the new brand environment and shape corporate reputations in the social media space.

Personally, the profession has provided me with immense opportunities. The sheer challenge of winning a communication battle while understanding complex issues in a business environment rife with inherent contradictions and intricacies is very satisfying.

On juggling hats and buzzing days

My workday does not have fixed working hours. First thing in the morning, I check my email to ensure I am completely up to date on any work-related information. Next, I browse through several news apps, and have a quick look at my various social media newsfeeds, which not only allows me to keep myself posted about what is going in the lives of my friends, family and associates, but also gives me a glimpse into which new stories are provoking interest and discussion among the public.

While growth is one of the tasks of my work profile, it also involves building relationships with both existing and potential clients. A typical day means talking to existing clients, a few meetings, and putting on a strategic hat to address client challenges.

I wear different hats in different parts of the day, and therefore the challenge sometimes is that one ends up wearing several at one go, as there is no time to take off one and put the other on. It’s a constant juggle to deliver on all fronts. While no two days are the same, each day is buzzing and there is never a dull moment!

The presidential success

In all these years, the most inspiring moment would have to be planning and executing the launch of the South Asia Students’ Britannica in the Rashtrapati Bhavan, by the then President of India, KR Narayanan. The launch was a true celebration of “Make in India” long before it became an official campaign--it was the only other English language editorial office of Encyclopaedia Britannica, outside of Chicago.

On balance and priorities

If you look at a weighing scale, you will notice that it takes a lot of time and effort to balance it fully… and within a split second, it tilts again. Work-life balance is also like that. It's up to the individual to sort out their priorities.

For me, sometimes work has taken precedence and sometimes family was accorded greater priority. To handle the roles of a wife, a mother, a daughter, a sister and a friend means you have to set priorities and make compromises.

But having a strong support system goes a long way. Technology helps in working while on the move. And finally, it’s all about having an understanding boss and a capable team that can be trusted!

Continue to seek opportunities to explore and learn

Judicious choices, discipline and an organised way of working will always hold you in good stead. Enjoy what you do and remember: No task is too big or too small. If you take it on, then give it your all. Taking calculated risks is a good way to learn about your strengths and weaknesses and then recalibrate from the experience.

As told to Paroma Sen