Corporate communications are the backbone of hotel engagements.
Our April ’23 Cover Story features Heads of Corporate Communications in the hospitality industry who are the very reason their brands are shining bright. Here’s our candid chat with Richa Sharma, Head – Corporate Communications & PR, ITC Ltd – Hotels Division, on her successful Corporate Communications’ expedition in the industry so far.
The Trigger
“My father, Group Captain DK Sharma, was the PRO for Indian Air Force for many years. He has been a big influence on me. “Delhi University initiated a full three-year journalism (hons) course around 1989-90. I recall it was an All-India written exam followed by an interview. I cleared both, and during graduation, did a bit of radio news for an ethnic radio broadcast in Canada. I was fortunate to get admission at the Indian Institute of Mass Communication for my post-graduation in Advertising and PR. I then went on to do my MA in Mass Communications, and my interest is communications only grew…
“I joined ANI (Asian News International) where I learnt so much about electronic journalism, production, field reporting and of course, facing the camera. I was doing stories across India – be it related to politics, terrorism, crime or culture. From ANI, I moved to Zee News as anchor person for prime time. “Moving onto Corporate Communications at Zee Network was an organic growth that called for combining all my skills. Being a multi-conglomerate with varied business interests, in India and overseas, the stint was very educative and gave me a huge canvas to paint. I shall always be grateful to everyone at Zee for the role they have played in my career. It was in 2003 that I joined ITC Hotels, as head of Corporate PR, again a pan India role.”
My biggest strength
“My biggest strength comes from the Almighty. While we may all have different skills, it is so important to be spiritually anchored. There will be difficulties but nothing that can’t be managed. “From 1994, when I started doing radio broadcast, till today – every day, I work on myself. I’m not perfect. We can only minimise our weaknesses, they don’t go away completely. However, we can intensify our strengths to dwarf the weakness. “It may sound clichéd, but my team at ITC Hotels is really my biggest strength. I honestly feel this is the best PR & MarCom team and they make me so proud. “Nakul Anand, our Executive Director, has been a big inspiration to me. His sense of discipline, commitment and time management is God-gifted! Anil Chadha, Divisional Chief Executive at ITC Hotels, has had a huge influence over me. While I may not be from a hotel background, I have learnt so much about hospitality from him”.
Skills marketers and communicators need today
“Staying relevant to the moment. The space we operate in today, digital dreams are created and faded within seconds. It is so important for marketers and communicators to understand the environment and to have the presence of mind to ‘market the moment’. Unlike yesteryears we do not have the luxury of time. We need to be nimble-footed and agile to pre-empt trends and have a Flexi-Strategy that employs a lot of digital intelligence.”
Evolving trends in communications in hospitality
“Brick and mortar structures have dissolved and given way to swift online and social media algorithms. There is so much that rests on what I call ‘Influencer Banks’. Shorter formats have overtaken the traditional ones. The message retention window is getting smaller everyday hence, innovative communications are at play. Consumer feedback now has multiple channels and speed of revert/response is critical. It is all about seizing the moment. All about moment marketing. What has not changed however, is that ‘Guest is always right’.”
A day in my work life
“What keeps me going is a play of black coffee, green tea and adrak chai – in that order! I am an early riser and the first hour is just reserved for me and nature. No intervention. Once back from work, I like to spend time with my mother. I would not be the person I am today had it not been for her support. I am what you call a Pluviophile: Leave me in the rains and that’s where I find my true bliss. My all-time favourite destination has to be Kashmir, especially when it snows. I could be standing next to the snowman having long conversations with him! “I absolutely love animals. I have a heart for street animals and do my bit to keep them safe and secure.”
The best thing about working for an organisation like the ITC Group
“Just look at the years of experience we have in the Group. Count the man hours and you will get exhausted! The best thing about working with ITC Hotels is that you are working with a company that has a heart and soul that empowers you, takes you on a higher growth trajectory, allows you to learn from errors and supports you as you work and demonstrate results. There are many companies but there is only one ITC.”
My motto
“Work hard in silence, let success make all the noise!”
