World-renowned British billionaire, entrepreneur, and business magnate, Sir Richard Charles Nicholas Branson aka Richard Branson famously said “Publicity is absolutely critical. A good PR story is infinitely more effective than a front page ad.” In today’s unprecedentedly uncertain times, businesses are in dire need of good publicity and great PR stories which will provide them with the forwarding momentum much needed for their brand’s success.
What you as a company immediately need is an expert PR agency that can help take your business to the next level by establishing your brand, presenting a curated image of your organization, and finding more suitable platforms for launching your newbies’ products and services. With an increase in your social media presence, your scale of business also grows. This eventually leads to attracting high-profile clients to your business.
Championed by Shweta Dhyani, the Director, Keywork Communications is that exceptionally leading PR and Digital Marketing Agency in India, which is working specifically for Home and Interior Brands along with aligned professionals.
Our Key Work is Our Communication
Shweta shares, “We work strategically to make our clients stand apart from their competition, thus ensuring our client’s growth through our innovative, practical and impactful services.”
Keywork Communications is a prominent PR consultancy firm, based in New Delhi. It’s a seven-year-old firm and Shweta holds an experience of 19 years in media relations.
The firm is exclusively catering to home décor industry clients across the nation and giving them the PAN India media coverage in all the top publications of the industry.
Keywork is the most sought-after agency for start-ups and understands their financial limitations in hiring an experienced PR consultant, as they already have lots of expenditure. Most start-ups struggle for a longer period because they don’t get the publicity.
Usually, PR agencies charge a huge amount for their consultancy services, but Keywork is very economical, places the brands on the right platform and gives them the reach to the HNIs, Architects, Interior Designers, and other industry people.
Shweta expresses, “It gives me the utmost satisfaction to see the new brand which I consider as a kid, placed next to their idols (brands) in the magazines.” That’s what a client expects from the consultancy firm to give them the right platform and guide them step by step.
A Soul Satiating Journey
Shweta began her PR career in August 2003 with a small size agency. She has handled fashion, food, art, events, exhibitions, cookery experts, restaurants, makeup artists, and home décor brands. “But, the kind of soul-satiate experience I get in luxury decor can’t be expressed in words and I have made a niche for my agency in Home Décor PR which I am doing since the foundation year of my company in 2015,” reveals Shweta.
But now she would love to explore the other avenues too especially organic products or the skin care product segment. She thinks the startups in that section need her experience to reach the right people with the right strategy at the right time, without wasting their time and money.
An Indian Brand Manager Giving Global Exposure
Keywork Communications is a one-stop destination for your publicity requirement. Other than the national media, it caters to the specific regional media as well, and gives coverages, in English, Hindi, Tamil, Gujrati, Marathi, Odia, Bangla and other languages.
Shweta says, “If my client wants to expand in a specific market say, Gujrat or Chennai, I will work out a plan for them to target the local newspaper of that particular region so that people at large should be well aware of the brand that’s entering in their region.”
Other than print coverages the firm does digital PR, Content Writing, Web Designing, Digital Marketing (social media), Influencer Marketing, and Brochure- catalogue designing. Being a service provider, Keywork is majorly covering all the aspects a client needs for the publicity and they feel comfortable and it saves their time as they have to deal with only one person for the outcomes.
A Dignified Solution Provider
Cutthroat competition is with those service providers who charge a huge amount from the client and are unable to deliver the results to the client thus giving them a bad experience in the PR Industry.
Shweta says that agencies like hers have to work hard to maintain the dignity of the PR Industry. Shweta recollects, “I still remember six years back when I signed a client- he said, ‘Ma’am, I have paid a huge amount to the PR agency for six months, now I am trying you. That agency couldn’t give me just 3-4 coverages in total, and if you; having 14 years of experience would also fail to deliver the results, then I will definitely lose my faith in all you PR people.’ And it’s 2022 and that client is still with Keywork.
Shweta adds, “I believe in trusting the confidence of my client through my work. I can’t take money without doing anything. It is against my principles.”
Critically Analysing AI and ML
Being an experienced leader, Shweta’s opinion on how the adoption of modern technologies like AI and ML is impacting the industry space and how Keywork Communication is adapting to the change is based on critical analysis.
She feels that the technologies have both merits and demerits. “AI has created some sort of unemployment if I specifically talk about Translators and typists. When I began my career, they were highly in demand,” she states. Now you don’t need any translator to do the job, Google Translator takes care of the same and their translation services have also improved with time.
The second problem is plagiarism, agencies don’t put effort to write original content, it’s all cut-copied-pasted from the internet. Though the agencies are saving the costs of writers, and translators but are leading to the vanishing of the other service providers. Shweta says, “I don’t like this practice at all.
When we work on any social media account, I check the image and share my inputs with the writer, explaining what details are needed. Rest it’s their role to weave the story for the copies or a blog we write for the client.”
On the other hand, Shweta also believes that AI and ML have made our work easy. “We can track our competitor’s activities. Read and research how the PR industry in other countries works. ML is helping us to map the market trends and audience preferences and saving a lot of time and labour,” conveys Shweta.
Prevailing the Challenges
As per Shweta challenge is to always educate a client about how the industry works. They have roaring expectations but do not want to spend. They should understand that the cost is involved everywhere and there are no free lunches. “I can give extra PR coverage but not the entire service of my other department free of cost. Such expectation I saw in 2003 and it’s still there,” thinks Shweta.
An Honest Philosophy of Success
Shweta’s advice to budding entrepreneurs who aspire to venture into the consultancy niche is noble. She says that be honest with what you commit to the client. Work for money but honour your words. If you are good at your work, your clients will never leave you and this consultancy business works on a word of mouth.
“It’s been seven years since I haven’t hired a salesperson for my company, my clients recommend Keywork Communications to their friends and relatives and I have clients from Delhi, Bangalore, Chennai, Odisha, Kolkata, Gujrat, Punjab and even Dubai. I haven’t met most of my clients in person and we are together for four-five years,” reveals Shweta. Also, budding entrepreneurs should read, research, and update themselves with the changing trends.
Future Team Addendum
In the changing scenario, Shweta’s envisioning of scaling Keywork’s operations and offerings in 2022 and beyond is strategic. She concludes, “I will be adding more and more people to my team. And as I said above, I would love to have luxury lifestyle brands from other segments as well. Expansion is definitely on the cards in the upcoming year.”
