Shweta Powar is the Founder & CEO, Aria Communication a PR firm based out of Mumbai. She started her career within the aviation sector and after a 3-year long stint, she finally discovered her passion for communication and therefore decided to work in media to explore different opportunities. With 15 years of rich understanding in media and advertising, Shweta established her own PR Agency – Aria Communication in the year 2008 and since then, there has been no looking back.
Starting a PR agency needs a lot of planning, ability and competence to be sustainable. Developing a strong network is key. So we were curious to know what it was like when she was starting out. “Coming from a middle-class family, a stable job is the most valuable asset. Starting off on my own had its own set of challenges. The biggest challenge was to become an entrepreneur with no resources. That said, throughout my childhood and growing years, I had learned to never give up. I aimed to grow and always wanted to ensure that the team with me also reaches new heights,” says Shweta.
Their clients range from celebrities to corporates. Having on boarded some big names, she says that it’s important to be present at the right place at the right time. It requires meticulous planning and very strong networking skills to acquire. One of the biggest challenges she’s faced and continues to face is that people often confuse PR with advertising and therefore demand the same results in turn.
A PR firm typically works in 2 models A PR firm typically works in 2 models:
- One off assignments
The former usually works on an annual basis while a one off as the name suggest will be for a certain event or period, basis the requirement.
If Shweta could summarize what entrepreneurship has taught her, it would be – “Each day has been a new learning experience and the practical knowledge I have gained over the years cannot be compared to that of any book. I’ve learnt that being successful in business was always more about my mindset and approach that’s taught me to be humble, ethical and having a strong purpose and determination.”
If there’s one piece of advice she can give to anyone starting off, it would be to “Design your goal and pursue your passion with perseverance and dedication. If you don’t plan success it might never even come. I believe in doing beyond the obvious and aim to push all the conventional boundaries by infusing innovative and engaging ways to build the clients’ brands and that is something I would recommend to anyone starting out.”
So if you’re someone starting out and looking at building a brand, make sure you reach out to them for the right PR for your business. Because as Bill Gates once said, “If I was down to my last dollar, I would spend it on PR,” and we say, listen to him.
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