Corporate Communications form the backbone of a brand’s image. The April ’23 issue of Hotelier India features ace Corporate Communications’ heads on its cover – leaders responsible for making their brands shine.
This article exclusively spotlights Silki Sehgal, Vice President, Corporate Communications, The Oberoi Group (Oberoi Hotels & Resorts and Trident Hotels) and her hospitality journey so far.
The Trigger
“I was drawn to making connections with people, and the hospitality industry is the natural place for this to happen. One of the great things about being in communications in the hospitality industry is that it allows you to connect with people from all walks of life and from all corners of the world. You have the opportunity to learn about different cultures, traditions and to share your knowledge and experiences with others. This has been incredibly rewarding, both personally and professionally. I have also always longed to travel, to experience different countries and cultures so it made sense to combine this deep-rooted passion with my career choice.”
Skills important in corporate communications
“The most important skills for today’s PR professionals include of course effective communications, relationship-building, strategic thinking and good understanding of digital PR, but you also need to be flexible, manage crises and keep yourself abreast of change. The industry is increasingly consumer led; digital technologies are shifting the power towards the consumer. Consumers tend to seek all kinds of information via digital avenues and platforms and hence presence on the right platform and projecting the right narrative is key to help consumers in decision making processes.
“As the industry continues to evolve, PR professionals in this space must stay up-to-date with the latest trends to stay relevant and competitive.”
Evolving trends in the industry
“The PR trends in luxury hospitality space have evolved significantly over time due to various factors, including changes in consumer behavior, technological advancements, and globalization.
“With the growth of social media and online booking platforms, digital PR is now a crucial component of the luxury hospitality PR strategy. Brands employ digital media outlets and search engine optimization to increase their online visibility and drive bookings. Brands are also partnering with influencers to create engaging content that resonates with their brand and their target audiences.
“Luxury hospitality brands are increasingly focusing on providing personalised experiences for their guests. It is important for PR professionals to use data analytics and customer insights to tailor their messages to target specific audiences.
“Sustainability has become a critical issue for luxury hospitality brands, and PR professionals are playing a key role in promoting sustainable practices. Brands are using their PR campaigns to highlight their green initiatives and eco-friendly practices, which helps to attract environmentally conscious travellers.
“Storytelling is the key to all of the above and it is important that PR professionals use storytelling to create emotional connections with their target audiences. Brands share their unique stories and heritage to differentiate themselves from their competitors and appeal to different types of travellers.”
A day in my work-life
“A typical day in my life starts at 6 a.m – I prefer slow mornings starting with a few sun salutations followed by peaceful walk with my dog, setting the tone for the rest of the day.
“I get to the office around 9:30 a.m, after which my team and I gather for our daily morning meeting. We have an internal dashboard for each hotel which I can check at a glance. It’s a one pager that shows what our goals are for each hotel, for the quarter and for the year, where we are at achieving it and where we need to focus more. Anyone who knows me would know that I love having my lists and ticking them off. We have a multi-cultural PR network and work with some of the best talent from across the globe. We also have a very strong internal PR network, with whom I maintain regular contact. I also make it a point to meet people from the media fraternity regularly, since we work so closely with them. Evenings are reserved for family.”
The best thing about working for the Oberoi Group
“I think the best thing about working for an organization like The Oberoi Group is that we really look after our people. Testament to that is the fact that a lot of employees have been with us for many years, in various capacities. I have personally been with The Oberoi Group for 17 years. Many of my colleagues have been here far longer. I think that says a lot about the company and our culture which is built on a foundation of respect, collaboration, innovation, and service excellence, which makes The Oberoi Group a great place to work. Every employee is empowered to go above and beyond to meet the needs and expectations of the guests, and there is a strong sense of pride in delivering exceptional service and creating memorable experiences for guests.
“I am fortunate to have had Mr PRS Oberoi and Mr Vikram Oberoi as my mentors. Learning directly from such knowledgeable and experienced individuals has been the most valuable experience of my life. The Oberoi Group is like being a part of a warm, supportive family. You feel cherished, nurtured and sincerely valued, and this extends to each and every guest who stays with us.”
