They work relentlessly, behind-the-scenes to create strong, positive public images for their brands. Corporate Communications’ heads are leaders who are responsible for keeping their brands shining bright.
Meet Sonakshi Yajurvedi, PR & Communications Lead, Radisson Hotel Group – South Asia, who is not only passionate about her job but leaves no stone unturned in making sure she does her bit to take her hotel to great heights of success.
The trigger
“Travel has been an essential contributor to my growing-up years. The yearly trips across India with my parents, reading every article published in National Geographic and Lonely Planet magazines, and watching documentaries showcasing the best of locations across the world have played an important role in triggering my interest in travel and hospitality.”
My biggest strength; and growth into my current role
“Hard work, having a solution-driven approach, and achieving the end goal are my professional strengths.”
“My journey started 12 years ago, and it’s the collective learning, challenges, failures, and exposure during the past tenures at organizations like OYO and HT Media that helped me add value to my current role where I am leading PR and Communications efforts for the Radisson Group in the region. I remain an eternal learner and enter every conversation from the point of view of someone experiencing it for the first time and give my 200% to everything I do.”
Important skills marketers and communicators need today
“I strongly feel that marketers and communicators in our field must evolve and continue at it. No two hotels or organizations are the same hence having a cookie-cutter approach to hospitality needs to change. Hospitality, today, is powered by experiences, technology, and modern F&B concepts among other aspects. The toolkit of communicators has also transformed with social media and influencers sharing first-hand experiences with the target audience.“
“Our creativity needs to move beyond the idea of capturing just billboards or newspaper articles. We have a bigger challenge now – capturing the mind space of our audience and staying there. The one who stays the longest, wins!”
My most challenging, and rewarding moments
“I believe rewarding moments are a by-product of the challenges you face. I experienced this while working with global hospitality-tech media and publications that have a great eye for detail. Even the best of your strategies can fall like dominoes if not executed in a well-thought manner and I have learned it the hard way. The focus word remains ‘Learning’ here.“
“My most rewarding moments remain working with bright minds who are leading strong organizations in the field of hospitality, technology, and media itself. The plans and strategies I work on and execute today with the support of our teams remain connected to the learnings and lessons I hand-picked in my professional journey.”
Trends that shape communications in hospitality
“A personalized approach to communication is a trend that has added immense value to the communications departments of hospitality brands. This is applicable across different tools, including press releases, authored articles, social media posts, or the smallest of aspects including a hashtag. Also, the integration of Communications with Marketing and the blurring but significant lines is a value-add for brands. Communication has now become channel agnostic and brands need to talk the same language across. This is how you will leave a lasting impression on your current and prospective customers.”
A day in my work life
“My days start with a strong cup of tea, reading articles about RHG and keeping myself updated with what’s new and happening in our industry and beyond. This is followed by one hour of focused thinking on the day’s goals while aligning with different teams and individuals on how to achieve the same. A dash of deadlines amplifies the excitement levels and keeps me going. There’s never a dull day in the life of a PR professional!”
The best thing about working for an organization like the Radisson Group
“At Radisson Hotel Group, we believe anything is possible, which further enables me to tell our stories with heart and soul. The Group’s fundamentals are built and powered by a diverse workforce with women being the flagbearers of innovation, hard work, and perseverance. I firmly believe in the power of healthy ecosystems and RHG allows me to be an eternal learner while being immensely proud of my achievements, every day.”
