NewsX was recently joined by Vidhi Bubna, Director, Everest PR, and Jenissa Paharia, Chief Strategist, Everest PR, for an exclusive conversation as a part of its special series, NewsX A-List where they spoke about their company and the overall landscape of the PR industry.
On turning an entrepreneur at an early age and starting her own PR firm Everest PR, Vidhi said, “I graduated from Ashoka University in 2019 in Liberal Arts. It gave me the background to work in different industries like real estate, pharmaceuticals, and hospitality due to which I was able to start Everest PR, a 360-degree organisation giving and serving digital needs of different brands, organisations, and individuals.”
Jenissa, who is just 18 years old, shared her experience, “My journey with Everest PR specifically has been fantastic. The founder herself is what makes the company so special. We focus on not only catering to different brands and consumer needs but also ensuring that people working in the company are valued at all times. I started working with the company from the very beginning. Even though I was young, I was given an equal opportunity. Working with brands has taught me that consumers are now working their way to be intertwined with more ethical brands. We choose clients who know their space in the world and are careful and conscious about their choices.”
In today’s times, data is the king. Emphasising on the power of storytelling, Vidhi said, “We have a lot of tech giants in the world right now who are controlled by Silicon Valley and everything has become data-oriented, be it Instagram, Facebook, or Amazon. At the end of the day, what makes a brand is the story behind it and the story of the person who is running it. We really value that story and want to bring data along with storytelling at your doorstep to make it more connectable to the audience. This is the entire idea behind storytelling. People are bad with numbers and will forget easily but they will remember a story 36x more.”
Speaking about the synergy between the two, Jenissa said, “Coming from an Economics background, I have a knack for numbers and have been more attracted to seeing data statistics and analysing different social media trends. With Vidhi, it’s been great as she’s a great storyteller and with the help of my numerical analysis tools and her storytelling, we connect the two and get a brand story across. Vidhi helps out with storytelling and creating awareness, spreading information about different brands and how ethical they are whereas I can understand and validate different consumer needs.”
Vidhi further spoke about the impact of Covid-19 on the PR industry and her company. Earlier everyone used to focus more on offline marketing but this changed after the pandemic as we realised the power of digital media. Offline platforms such as newspapers were shut for almost eight months. We also realised that no matter how dispensable or disposable everything gets, our phone sticks around and that is where the power of social media and PR comes in. People spend an average of eight hours on their phones every day so the time spent on phones keeps on increasing and we ensure that our brands can fit in that time and their audience’s viewership. It’s about monetising on people using their phones often and finding a way to get your brand featured there to grab their attention. During the pandemic, there’s been a shift in strategies where people are focusing more on Instagram and Facebook than any other platform. When you’re running a business, it’s all about looking at a challenge and turning that into an opportunity.”
Jenissa shared her key learnings at Everest PR, “The youth is constantly scrolling on their phones on Instagram, Facebook, and Twitter without paying attention. While they don’t pay attention, if you have something that stands out and attracts their eye, that is where a brand can facilitate their consumer. Even though people’s attention spans are low, they are willing to pay attention to something they find attractive and interesting. You have to go through all the details, refine it, and there’s a screening process before it goes out as even a small word can make a difference. Using the right terminology and keywords makes all the difference. I believe that giving women leadership opportunities is reinforced at Everest PR and different opinions are put on the same pedestal. Having so many young entrepreneurs and powerful women around me, I feel empowered and Everest PR gives everyone equal opportunities.”
Vidhi shared her advice to women and other young entrepreneurs, “Don’t be afraid to take your first bold step. Even if you don’t succeed, you’ve given it a shot and don’t know where you might reach. So, it’s always better to be a risk-taker than following the herd. I feel many women in the world don’t get opportunities as they’re afraid to go that extra mile. Once they gain that confidence, the world will be theirs. For other young people, I feel media is the next big thing as it makes and breaks reputations. I suggest and recommend taking a closer look into media and attending workshops and mentorship sessions even if you’re not completely interested as the field is growing. The world is what it is as the media shapes opinions.”
On a parting note, Jenissa spoke about the vision of Everest PR, “As the name suggests, I believe our motto is that other brands make it to the top. Everest itself is a difficult journey and every avid trekker wants to make it to the top and bear with the consequences and challenges along the way.
We want to make sure that we’re there for the brands and guide them to the top”. Adding to it, Vidhi said, “It’s all about strategic counselling and the way you tell your brands to portray themselves and guide them.”