Public Relations has always been an essential tool for organizations to build and maintain relationships with their stakeholders. However, in today's corporate world, the true meaning of PR seems to be losing its significance. Instead of focusing on long-term goals and relationship-building, organizations are opting for quick wins and instant gratification. This shift towards tactical PR has led to a reduction in the use of PR as a strategic communication tool. However, amidst this scenario, there are PR leaders who are working to help companies understand the true meaning of PR and its effectiveness in connecting with customers. One such leader is Vasumana Ghosh, the Founder of Black Sheep Media House.

Vasumana Ghosh, the PR powerhouse who has made her impact in the commercial industry, has an intellect that will surpass all expectations. She has a unique perspective on customer relationship management owing to her varied history in advertising. Her adventurous spirit drives Vasumana to channel her passion and creativity into every brand with which she works Vasumana's expertise in the field of PR has helped her create campaigns that not only connect with consumers but also drive real results.

Below is an excerpt of Vasumana Ghosh’s exclusive interaction with the Women Entrepreneur magazine, let’s hear from her.

What are some important features of your expertise as a leader in PR & Communications?

Well, I would not call myself the most conventional publicist; I do not invest a great deal in more conventional forms of media. It is essential to emphasize on a variety of communication methods, such as noteworthy campaigns, precise digital marketing, collaborative endeavors with influential people, and membership in relevant organizations. To that end, my motto is ‘collaboration over competition’, and one of my favorite things to do is to team up with other people in my field to create brand-specific groups and alliances. To me, the most rewarding aspect of PR is coming up with a novel concept that perfectly captures the spirit and vibe of a company's identity. The idea is to be their voice and tell their real story in its entirety. In today's media landscape, I believe these methods to be among the most effective forms of public relations.

What motivated you to establish Black Sheep Media House?

After working in disciplines such as television production, news anchoring, and advertising, a friend introduced me to public relations. Early in my career, I worked as a senior at Edelman, where I gained invaluable experience and got to work on some fantastic projects in the lifestyle sector. However, I got weary of the corporate world and the way the employees were treated by the firms and decided to leave. My impression was that there was a lot of business-speak and not enough attention to the needs of individual customers. For this reason, along with a friend who shared my goal of assisting lesser-known brands and campaigns, I decided to launch my firm, Black Sheep Media House.

Here at Black Sheep Media House, we're known for our innovative thinking and out-of-the-box initiatives, both of which are central to our expertise in creating immersive strategies. We prioritize partnerships with sustainable companies and promoting smaller, more niche brands that might not have a larger audience otherwise.

"Building personal connections, gathering stories, and finding new ways to share them with the world is what keeps me going"

Tell us about the various challenges you encounter as a leader in PR & communications in today’s day and age. How do you overcome the roadblocks that you face?

My greatest challenge as a public relations expert has been clarifying the field's significance for my clientele.

One common misconception about public relations is that it consists solely of hosting a glamorous event and inviting influencers to talk about them. This is, however, only a part of the whole story. Clear communication, distinct company identification, widespread exposure, and constant communication are all essential components of a successful public relations strategy, and Black Sheep Media House has been fine-tuning this multi-pronged methodology for a while now.

Throw light on the top three milestones you have achieved throughout your professional journey. What has been your success mantra?

As a PR professional, I've learned that success comes from perseverance. Especially during the pandemic, it was a difficult time for my career, but I kept pushing forward because I truly love what I do. Building personal connections, gathering stories, and finding new ways to share them with the world is what keeps me going. I am proud of the milestones I have achieved, such as bringing the World Design Organization to India for the first time, and launching creative campaigns for supportive brands.

In addition, one of the most significant accomplish-ments in my career was organizing a campaign, which aimed to promote body positivity and awareness. As a team, we encouraged women to shed their insecurities and run in their sports bras during the Pinkathon mara-thon. The response was overwhelming, and we inspired over 100 women to join us. Seeing the impact we made and the inspiration we provided was incredibly reward-ing. These achievements have taught me to keep striving towards my goals and never give up, no matter how chal-lenging the circumstances may be.

Vasumana Ghosh, Founder, Black Sheep Media House

With adventure and curiosity at heart, Vasumana has traveled far and wide as a black sheep that follows no one. An ex-Edelman Yogini with a background of 18 years across Advertising, Public Relations, Marketing, Production, and Hospitality, she loves digging stories from people and will do anything to put community over competition.