Urvashi Kadam was recently promoted as
CEO, Capital Images,
Pune. She is an Economics graduate from St
Xavier's College, Mumbai and an MBA from
the Jamnalal Bajaj Institute. Marriage
took her to Dubai where she joined an advertising
firm. Possessed with considerable work experience
in the field of Public Relations, she returned
to Pune four years ago. Urvashi helped set up
Capital Images, a premier public relations company
in the city. Today she heads the sixteen member
strong workforce and is all set to move further
ahead in the field of Public Relations.
Poona best spoke to Urvashi and got an insight
into the PR industry
Q. What were your first thoughts on being
A. I was very glad that my work in the
organization has been recognized. It's been an
achievement for me as I started the Pune operations
from scratch, being the only employee. I have
seen the company grow from strength to strength.
It's no small feat to be leading a team of professionals.
Q. What would the new post entail - as far
as responsibility goes?
A. It would mean managing the network
of offices and identify the key source of our
Q. How did you join the PR industry after
doing an MBA?
My husband was working in Dubai and I
joined him there. For a postgraduate from Bajaj
there were not many suitable management jobs as
Dubai was in the midst of a construction boom.
I began working for an advertising agency whose
biggest client was Phillip Morris. That's where
I got my initial grounding in PR
Q. Can you sight the reasons for the sudden
rise in the popularity of the PR industry?
A. The boom in the PR started in 1991
due to the rise in the number of companies going
for Initial Portfolio Offers. This is the time
companies started realizing the need for PR to
build their brand image.
Q. What are the attributes essential for
a good PR professional?
A Apart from the intellectual capabilities
that a PR professional must possess, he must be
a 'people person' and must have the innate skill
to get along with people. It is also essential
for people to have a code of ethics.
Q. You established, what one could
consider, the first professional PR firm in Pune,
how were your initial years?
A. The first 2 years were tough; we were
forced to educate the market about PR as we were
the first PR Company in the Market.
Q Pune Market being a traditional one, who
were your initial corporate clients?
A. Most of our initial clients were from
the engineering field. Today we have a number
of software clients.
Q. Now that the World Trade Organisation
(WTO) regulations are in force, how would the
PR firms use it to their advantage?
A. On account of the WTO guidelines coming
in, most companies have been forced to look at
new ways of promoting themselves to establish
their corporate identity. This is were we can
be of assistance.
Q. For a newcomer wanting to enter the PR
industry, what, in your opinion, are the qualities
he needs to instill?
A. Self discipline, coming on time and
keeping ones commitment. I think I learnt to be
disciplined in Dubai.
Q. What do you in your free time?
A. I used to play bridge and swim. Now
I have two kids and a demanding job, so that does
not leave me with much free time.
Interview by: Rahul Surkund
Photo Courtesy: Urvashi Kadam