In an exclusive interaction with MediaBrief, Dr. Sarvesh Tiwari, Founder and Managing Director of PR Professionals, speaks about the early challenges of launching a bootstrapped agency, the defining moments that shaped its growth, and what sets PR Professionals apart in a competitive market. He also shares insights on the evolution of digital PR, the balance between AI and human creativity, and his vision for the future of purpose-driven communications on a global stage. Read on.
Reflecting on his early entrepreneurial journey, Dr. Tiwari recalls the steep challenges of establishing PR Professionals in a landscape dominated by well-established firms. “In the early days, the biggest challenge was carving out space in a market dominated by large, entrenched agencies,” he says. “As a new entrant with limited resources, winning client trust and attracting top talent felt like climbing a steep hill.”
To navigate these hurdles, he strategically chose to begin with sectors where he had domain expertise. “I decided to begin where I had domain expertise—communication for infrastructure and real estate. These sectors demand not only strategic thinking but also a deep understanding of policy, stakeholder sensitivities, and grassroots realities,” he explains.
By narrowing the focus to high-stakes sectors and staying rooted in values, the agency began building momentum. “By focusing on these complex, high-stakes sectors, we built credibility project by project. Our early wins in the public sector and government communication were anchored in integrity, agility, and contextual understanding. These values became our north star, helping us overcome early skepticism and establish a reputation for delivering results with purpose,” Tiwari says.
Central to this journey, he affirms, was the power of human connection. “ I’ve always believed in the power of relationships that belief has been my greatest strength. It’s the relationships I built that helped me navigate every challenge along the way.”
Trust, value, and relationships: The real KPIs
When asked about the turning point that made him feel PR Professionals was on the right path, Dr. Tiwari doesn’t cite a headline or trophy. “The turning point wasn’t a single award or headline; it was client loyalty,” he shares. “When our clients began returning year after year, trusting us with larger mandates, I knew we were doing something right.”
This loyalty, he explains, wasn’t a stroke of luck. “Achieving over 90% client retention so early in our journey affirmed that we weren’t just executing campaigns, we were building relationships rooted in trust and value,” he notes. “This loyalty was a direct result of the culture we had created of listening deeply, acting ethically, and always prioritizing client outcomes. That consistency is what sets us apart and proves we were on the path to building something enduring.”
What sets PR Professionals apart
Elaborating on what distinguishes PR Professionals from other agencies, Dr. Tiwari says, “PR Professionals is not just an agency; we function as a strategic extension of our clients’ teams. We immerse ourselves in their goals, challenges, and stakeholders.”
He continues, “Our strength lies in our deep sectoral expertise, especially in high-context areas like government communication, infrastructure, real estate, healthcare, and education, where storytelling must be both strategic and sensitive.”
Innovation, for Dr. Tiwari, is less about chasing trends and more about meaningful change. “Innovation for us is not about trends but about transformation. We’ve embraced technology, data, AI, and digital tools, but never at the cost of empathy and insight,” he asserts. “We balance digital agility with grassroots understanding. It’s this ability to marry traditional wisdom with modern methods that makes us future-ready.”
Strategic growth and milestones of PR Professionals
Looking back at major milestones, Dr. Tiwari reflects on several pivotal moments. “Several moments have personally shaped the journey of our organization, and mine as well,” he shares. “One of the earliest milestones was winning our first major government mandate during our initial years. It gave us both credibility and scale, proving our ability to manage high-impact campaigns with a strong sense of accountability.”
He adds, “Another defining decision was to expand our physical presence across India. Setting up offices in new cities, sometimes before we even had clients there, was a leap of faith. But it allowed us to stay closer to regional narratives, local media, and ground realities.”
Equally important was adapting to the digital shift early on. “Building a dedicated digital division was equally pivotal. It gave us the agility to evolve with the industry, offering integrated solutions when digital was just beginning to shape public discourse,” he says.
Over the years, PR Professionals has forged strong partnerships with major government institutions. “Working closely with leading ministries like the Ministry of Power, the Ministry of Railways, and some of India’s largest PSUs, we proved that a young homegrown firm could deliver with scale, precision, and accountability,” Tiwari states.
Their growth strategy also involved diversification. “We also diversified, moving into events, creative services, and CSR advisory, because real impact requires a 360-degree approach,” he says. “In the past 3 years, we’ve begun writing our international chapter. With a growing footprint in the UAE, US, UK, and Singapore, we’re now supporting global brands and diaspora-focused campaigns while staying anchored in our core: India.”
Digital vs Traditional media
On the impact of digital PR, Dr. Tiwari shares his perspective on its integration with traditional media. “Digital PR has revolutionized how we measure and amplify impact. It’s real-time, hyper-targeted, and agile,” he notes. “But traditional media still holds unmatched credibility and trust, particularly in India, where print and TV continue to influence public opinion.”
He emphasizes the need for an integrated approach: “The real opportunity lies in integration. Today’s most impactful campaigns weave together the authenticity of traditional media with the dynamism of digital platforms. It’s not about choosing one over the other, it’s about crafting a unified narrative that travels across mediums with consistency and credibility.”
Press releases and Media outreach in a real-time world
Discussing how press releases and media outreach are evolving, he points out, “Press releases remain relevant, especially during moments that demand clarity and official articulation. However, formats have changed. Releases must now be crisp, media-savvy, and adapted for multiple platforms, text, video, and infographics.”
He adds, “Media outreach, too, is now more personalized and insight-driven. Journalists today seek stories, not statements. Building strong, two-way relationships with media professionals and understanding their editorial needs is more critical than ever. The focus is on quality, relevance, and timing.”
Creating meaningful brand conversations
In today’s content-saturated digital world, Dr. Tiwari shares his take on effective brand communication: “It begins with authenticity. Brands must be real, relatable, and rooted in their values.” He continues, “Next is consistency across platforms, tone, and touchpoints. But most importantly, engagement is creating conversations, not monologues.”
“Data helps us personalize; design makes us stand out, but what endures is emotional resonance. A strong brand doesn’t just communicate, it connects,” he explains. “That’s the kind of communication we specialize in: meaningful, measurable, and memorable.”
Campaigns that stand out
Among the many impactful campaigns led by PR Professionals, a few stand out for Dr. Tiwari. “Two campaigns remain particularly close to my heart,” he shares. “The first was UNCCD COP14, the world’s largest environmental summit, hosted in India for the very first time. We were brought on board just weeks before the event, and significant logistical gaps. Despite the odds, our team orchestrated a remarkable turnaround, generating over 5,000 editorial mentions and reaching nearly 5 billion people in over 30 languages. We worked in close coordination with the UN’s internal teams and were formally appreciated for delivering their best-ever media outcomes across all COP events.”
He adds, “The second was the NHPC Subansiri Project, which had been stalled for nearly a decade due to deep-rooted misinformation and local community resistance. We led a comprehensive reputation-rebuilding effort that included hyperlocal outreach, strategic community engagement, and credible third-party validation. This approach helped reposition the project as a symbol of progress and development. As a result, construction resumed, saving approximately ₹3,600 crore in annual losses and unlocking long-stalled potential.”
Tiwari also cherishes his involvement in one of India’s landmark initiatives. “Last but not least was my association with the Make in India campaign, launched by the Hon’ble Prime Minister of India. I was fortunate to be part of the ideation and launch campaign, and to meet the dynamic Shri Narendra Modi ji an experience I will never forget.”
AI and the human touch
On the future of AI in communication, Dr. Tiwari sees an essential synergy. “AI will make us faster and sharper, it can analyze, optimize, and even predict. But it can’t feel. It can’t empathize. The magic of PR still lies in storytelling, and stories come from human insight,” he explains. “I see the future as a collaboration: AI enables scale, but humans bring soul. The agencies that thrive will be the ones that harness this synergy, using tech for efficiency and humans for impact.”
To the next generation of PR professionals, he offers heartfelt advice. “Stay curious, stay honest, and stay grounded,” he says. “Learn not just the tools of the trade, but also the values that underpin them. Build relationships, not just contacts. Read deeply, listen closely, and always lead with empathy.”
“The industry is changing fast, but the fundamentals of trust, storytelling, and value-creation remain timeless,” he adds. “If you’re driven by purpose, not just position, you’ll go far. While everyone around is just working for the sake of it, be a standout who adds value to people around.”
What’s next for PR Professionals
Looking ahead, Dr. Tiwari outlines his vision for the next chapter of PR Professionals. “We’re already among India’s most respected homegrown firms. Over the next decade, we aim to become a global name in purpose-driven communication,” he asserts. “We’ll continue investing in innovation, AI, data, automation, and most importantly, in relationships, without ever compromising on our human-first philosophy.”
He concludes, “In recent years, we’ve strengthened our digital and video production wings, and I’m committed to expanding them further. Today, we’ve successfully championed multiple sectors, including infrastructure, BFSI, development, government and PSUs, education, among others. Over the next five years, our focus will be on deepening our presence in the automobile, technology, consumer goods, FMCG, and lifestyle sectors.”
