Over the last three decades, Nidhi Sabbarwal has carved a distinct space for herself in the world of Public Relations and brand storytelling. With a foundation in journalism and mass communication, her journey from being an assistant marketing manager to founding PRtainment Media & Communications Pvt. Ltd. reflects a deep understanding of both strategic planning and creative execution. Her agency has consistently delivered impactful campaigns by blending conventional media wisdom with modern digital sensibilities?Çöbuilding trust, visibility, and long-term brand value for a diverse clientele.In conversation with Adgully, Nidhi Sabbarwal, Founder & Director of PRtainment Media & Communications Pvt. Ltd., delves into the most defining moments of her career, shares lessons from crisis communication, outlines her approach to campaign planning, and offers grounded advice for young professionals entering the PR industry. Her insights offer a compelling view into how integrity, adaptability, and authentic storytelling remain at the heart of effective communication in today?ÇÖs dynamic media landscape.1. Can you tell us about your journey into the world of public relations? What inspired you to choose this field?I got into PR in my early 20s as an assistant marketing manager with Asian Press News Services. Having a master's in journalism and mass communication, I was always interested in telling stories and brand planning. With the world's biggest players in the industry, I noticed the wide difference between well-defined strategies and execution. It motivated me to start PRtainment Media & Communications. I had always envisioned an attempt to fill the gap between communications and creativity, creating a place where brands could talk and convey. I've spent three decades working in various industries, turning issues into opportunities and telling stories that engage and push brand awareness.  2. What has been the most challenging PR campaign you've worked on, and how did you handle it?One of the hardest PR budgets I worked on was for an international hospitality brand entering the Indian market. The main stumbling block was getting their global expectations and the nuances of local media to align while also acknowledging their inclination for rapid and high-end coverage without really changing their approach to the campaign. Their budget also meant that we could not do a FAM trip, which is critical in hospitality PR because experiential storytelling is key. I relied on good media relationships, crafted tailored narratives, wrote bespoke content, used virtual tours, and used influencer-generated content. All of this involved continual educating and adapting, but it resulted in quality coverage. We ultimately repositioned their strategy for the Indian market. 3. How do you stay updated with current media trends and maintain strong media relations in such a fast-paced industry?Staying relevant requires constant learning. At PRtainment Media & Communications, we keep ourselves updated with media trends through events and upskilling on different platforms and consumer trends. Relevance and credibility are the two cornerstones of successful media relations. We build relationships by staying familiar with journalists' beats and giving accessible, timely information. Instead of cramming one-size-fits-all pitches, we stake out based on media needs. This integrity has allowed us to build long-term relationships with editors, journalists, and influencers. High visibility, authentic stories, and follow-ups have placed us at the forefront in the PR and media world. 4. In your experience, how do you handle crisis communication when a brand faces negative publicity?We believe in being proactive, not reactive. Crisis management begins with risk zone identification and hands-on client preparation through structured response strategies. When a crisis hits, we move quickly, creating genuine, empathetic messaging and working collaboratively with in-house teams. Media relations are paramount; we speak honestly with authenticity, recognizing problems but offering solutions. Managing the narrative and providing minute-by-minute updates, we assist brands in regaining public trust. The secret to success is remaining factual and maintaining consistent messaging on all media networks. Our platform has made it possible for brands to overcome rough times with integrity and tenacity 5. Can you walk us through your typical process for creating and executing a successful PR campaign?All of PRtainment Media & Communication?ÇÖs campaigns are preceded by detailed research and coordination with the client. We begin with the development of clear objectives, establishing brand positioning, and identifying the appropriate target audience. We then develop a compelling story that is in tune with the client's requirements and values. We implement a mix of traditional media, new-age media, and influencer marketing in an effort to attain wide reach and salience. There is constant monitoring of performance, real-time message tuning, and audience response. Following the campaign, we track impact using KPIs, media measurement, and client feedback to help us know whether it worked and how we can improve future campaigns. 6. How do you measure the success and ROI of a PR campaign, especially when it involves brand awareness?Effectiveness in PR can be qualitative and measurable. We monitor media impressions, web impressions, engagement rate, and sentiment. Most significantly, we monitor whether the campaign reached strategic goals, be it brand awareness, reputation building, or audience engagement. Feedback from clients is useful as well in the calibration of our tone. For ROI, we also monitor measurements such as increased visibility, for instance, traffic on the website, leads, and how the campaign serves long-term equity for a brand. We believe PR is as much about perception-shaping as visibility, and we ensure accuracy by using the best available measurement approach. 7. What skills do you believe are most essential for someone looking to build a career in public relations today?Excellent writing and communication skills will always form the foundation of any successful public relations career. However, now PR professionals should be well-versed in digital communication, social media, content marketing, and data-driven analysis. Qualities like emotional intelligence, flexibility, and the ability to respond appropriately in a crisis are as vital as core skills. Creativity, agility, and the ability to build authentic, long-term relationships with media contacts are some of the core competencies of a modern PR practitioner. It is important to remain updated with trends, find opportunities to grow, and develop authentic networks. PR is fast-paced; those who can exhibit equal parts of strategic thinking and empathy, execution, and innovation will continue to chart the future. 8. Which achievement in your PR career are you most proud of, and why?One of the achievements I am most proud of in my PR career is the development and maintenance of meaningful relationships, whether with clients, media, or stakeholders. From launching brands to dealing with reputational challenges, I have applied strategy, authenticity, and flexibility.What stands out to me is not the media coverage, but the level of trust clients have in me during stressful times. When there are tight deadlines and unforeseen issues arise, I breathe through it, perform, and communicate options. I know we have been successful when clients come to us not just to execute, but for help with a strategic plan and long-term vision. That is how I know I am making an impact. 9. What advice would you give to young professionals or students who aspire to enter the field of PR?Be curious, passionate, and dedicated to learning. PR is not only about media relations; it is about trust building, planning, and storytelling. Begin by enhancing your communication skills and knowledge of the media environment. Get exposure in various industries to figure out your area of specialized interest. Embrace digital platforms and learn to use analytics effectively. Don't be scared of failures; they are your best tutors. Build networks, be humble, and never hesitate to ask questions. Above all, make your work passionate and authentic. If you are flexible, dynamic, and focused on adding value, your PR career will be dynamic and rewarding.