In a space where reputation is everything and stories shape reality, a few leaders rise above the noise by consistently creating meaningful impact and setting new benchmarks.
With Brand Communion’s Icons 2026, we spotlight individuals whose careers have not only grown in stature but have also helped shape the trajectory of India’s PR and communications landscape.
This series goes beyond designations and milestones. It delves into the journeys that define these leaders, where they began, the pivotal moments that redirected their paths, and the challenges they navigated along the way. It also explores how they’ve evolved with the industry, adapting to constant change while staying relevant.
In this edition, Amitabh Saksena, Founder & Managing Director, Actimedia PR & Digital, reflects on his early journey in PR, the experiences that shaped his perspective, and the key decisions that helped him carve a distinct identity in an ever-evolving industry.
Edited Excerpts:
Q1. How did your PR journey begin? Was it a conscious choice or chance? Did your parents understand and support it? What was your defining moment?
My journey into PR began during my MBA in New Delhi, when I came across a Business Today article that described PR as a sunrise industry. Around the same time, while preparing for interviews, I realised I wasn’t cut out for conventional corporate role.Despite interning at ACC Cements, I couldn’t see myself selling cement or adhesives.
Through conversations with friends and colleagues, I recognised that I enjoyed working with people and wanted to be in a people-centric profession, PR felt like the closest fit. I revisited the article, reached out to the professionals mentioned, and was fortunate to be hired by Mr. Ravi Shyam, marking the start of my journey.
At home, the reaction was mixed. My brothers were confused about what I was getting into, while my mother summed it up best: “Pata nahi, par kuch toh karta hai”, a sentiment I later realised was shared by many who still aren’t quite sure what PR really entails.
Q: What was the toughest phase of your career, and what did it teach you?
One of the toughest challenges I face is helping people, both colleagues and others truly understand the philosophy this company is built on. Actimedia draws inspiration from “Small is Beautiful” by Schumacher, a principle that often feels counterintuitive in a world obsessed with scale, constant growth, and aggressive targets.
In an industry driven by “bigger is better,” high churn, and ever-shifting goals, our approach can seem unusual, even baffling. At Actimedia, the focus isn’t on endlessly chasing expansion or changing direction, but on building something meaningful, stable, and intentional.
We believe that we would like to work with clients that interest us, respect us as advisors and listen to us.
Q: How has PR evolved from when you started to today's digital-first world? What changes stand out?
We surely have more tools at hand to use than ever before given that we worked with tools like transparencies (most don’t even know what they are) and facsimiles (Fax machines), but the essence remains the same: messaging; strategy; advisory and implementation.
The print publications are still strong when it comes to corporate news but the influencers have taken it to another level for lifestyle brands, but as we see the influx of fake news, AI generated videos and content ,the spaces have been cluttered, it’s difficult to understand what is real and what is fake.
Take the example of the ongoing wars, it’s ludicrous not knowing who to believe and the ground reality might be something else totally.
So where does this end? We as professionals need to look for avenues that create awareness of brands and services that are authentic, platforms that are authentic it could be micro influencers; bloggers and good ole publications albeit online.
The race of the media should be to bring forth authentic news not manufactured news that we as professionals are so good at.
Q: What advice would you give someone just entering PR? And would I choose this career again?
My advice to young professionals is simple, don’t enter PR thinking it’s just another job to earn a living. Choose this field only if you genuinely enjoy working with brands, solving their problems, and shaping strategies that come to life through various channels.
Don’t be drawn in by the glamour. Like any profession, the reality is far more demanding. Take the time to understand what the role truly involves, you can’t become a strategist overnight. It requires patience, continuous learning, practical experience, and a strong sense of judgment to eventually grow into an advisory role.
So, research well before you choose this path.
As for me, I don’t feel like I’m working at all. I genuinely love what I do, it comes naturally to me. And given the choice, I would pick this profession again, every single time.
Q: What is one common misconception about PR you'd like to correct?
PR isn’t magic. Many clients assume that hiring a PR agency will make them instantly famous, but that’s rarely the case.
PR is a slow burn, much like a meal cooked on low heat, it takes time, but the impact is deeper and more lasting. You can spend heavily on advertising or influencers, but if the product isn’t strong or you don’t understand your consumers, success will be short-lived. PR helps take a brand from good to great.
Equally important is defining the why of your brand, why it exists and why people should choose it. This comes from building trust through consistent storytelling, shaping the brand’s narrative, and connecting meaningfully with the consumer.
Q: Where do you see the PR industry heading in the next five years?
The PR industry has immense potential to grow, but it must first address some key challenges. One of the biggest is earning a true seat at the table, something that will only happen when we better educate stakeholders on what PR delivers.
While advertising outcomes are clearly understood, PR’s contribution is often overlooked or difficult to measure. We need stronger endorsements, better tools to demonstrate ROI, and a sharper focus on building genuine consumer trust rather than blindly chasing influencer trends.
At the same time, the industry must innovate creating new platforms and approaches that emphasise authenticity and make PR’s impact more visible to brands.
Equally important is representation in mainstream media. Advertising professionals are often quoted and celebrated for brand success, but PR voices and stories remain underrepresented, despite playing a critical role in shaping brands.
Ultimately, even the audiences we work with don’t always recognise PR’s value. It’s time for the industry to come together and clearly answer the why behind what we do.
Q: If your PR journey had a headline, what would it be?
35 Years of Love, Commitment & Advisory to Shaping Brands & Services with the Motto Happy People Happy Clients!
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