Master Of Trades: ‘It Didn’t Matter To Me If I Was Working With An A-List Celebrity Or A Newcomer,’ Says Communique PR’s Sharlene Batlivala

Master Of Trades: ‘It Didn’t Matter To Me If I Was Working With An A-List Celebrity Or A Newcomer,’ Says Communique PR’s Sharlene Batlivala

Nawaz Kochra

Showbiz is a layered industry and from those layers, an important one is the PR machinery. Today, the Public Relations industry has only gotten stronger, but did you know? Some years from now it took real passion with dollops of curiosity to jump into a profession that was new. One such person who did so was Communique PR's owner Sharlene Batlivala. From lifestyle to entertainment PR, the woman has brought her company this far with the passion and dream she saw years ago.

Today, Communique PR handles stalwarts like Bhushan Kumar, Ram Charan, Aditya Seal, Bobby Deol, Gurmeet Choudhary, Amyra Dastur, and many more with the same enthusiasm and zeal. And Sharlene explains the idea behind the same, during an exclusive interview with me.

Read her interview here:

When was the first time you decided to be a part of the PR industry?

I think it was a calling. I was drawn to PR not as a profession but out of my own curiosity. I was drawn towards what goes on behind the scenes in the marketing of a film. I was curious to know how one weaves a narrative that is able to break stereotypes and draw the attention of the audience. Be it a film or a brand, at the core of every PR strategy is a message that the creator wants to share with his audience. As someone who grew up with the pop culture of blockbuster movies and the big screen dream, I was naturally inclined to know more. It was an insatiable hunger and a thirst for knowing more that drew me towards PR.

The PR industry has grown recently, but during its initial years was there a time when you were uncertain about the profession?

Yes. Like every profession, PR also has evolved. From being the traditional client servicing platform to now catering to niche markets and audiences, PR has blossomed and tried to keep up with the changing times. I think the uncertainty was not so much about the profession, as much as it was about the effort of catching up with trends and staying relevant.

How did Communiqué PR begin?

Like every start-up, it began with a dream. A vision to be a bridge and a medium for brands and clients to share their dreams and ambitions with their audience. It didn’t matter to me if I was working with an A-list celebrity or a newcomer. We had a very humble start and I take a lot of pride in the fact that we still think like a start-up.  I believe in the mantra of staying humble and delivering BIG. My team resonates with this and that’s been a big reason for our success.

From lifestyle to entertainment PR how was the transition like?

I would be lying if I said it was easy. Entertainment is a different ball game but lifestyle did prep us up for it. Lifestyle was the window that opened up the big Bollywood door. With one foot into the glamor world of Lifestyle, it was an organic process to move into the world of movies. Catering to lifestyle clients sort of laid the foundation and gave us a glimpse into the world of show biz and the razzmatazz that it embodies. Of course movies and now the OTT space is a totally different territory and it comes with its own demands and challenges which we try our best to keep up with. But the fact that we got a taste of lifestyle felt like having an appetizer before moving on to the main course.

Today, when you sit back and look at the amazing clients you manage, do you feel happy about the journey? Also, are you content with the way things unfolded?

Absolutely. I could not have asked for it in any other way. I believe in the bigger universal plan. Everything that we have achieved to date and the path Communiqué’s journey has taken has been magical. Of course, there have been ups and downs and challenges that one faces, but every hurdle has only been an asset and a learning lesson for me and my team. I would not have it any other way.

Tell us about the clients you share an extremely special bond with.

It might sound a cliché but this does sound like asking a mother to pick her favorite child. I have had the good fortune to work with clients from all fields in life. Every client has a special bond with Communiqué PR. We are extremely proud of our family and I am emotionally invested in each and every one of them.

You have an extremely amazing workforce and if I am not wrong, it’s an all-women’s team. What would you like to say about that?

Well, I am not a feminist and I don’t hate men (lol). Let me just make that clear. It just so happened that my core team when we started was an all-girls team. And it has stayed the same till date. I believe irrespective of gender, I get excited by individuals who are extremely passionate about their dreams. You might be a boy or a girl, if you are ambitious and passionate about PR then you will definitely find a place in Communiqué PR!

Honestly, with its journey Communique PR has found its place in our hearts. And I hope to see it grow to greater heights in the years to come.