Public relations is often described as the art of shaping narratives, but for Sushma Gaur, General Manager – Public Relations at National High Speed Rail Corporation Ltd. (NHSRCL), it is fundamentally about building trust.
With a career shaped by storytelling, strategic communication, and continuous learning, Gaur has witnessed the evolution of PR from traditional media relations to today's fast-paced, digital-first landscape.
Drawing inspiration from family, mentors, and her experiences in mass communication, she has developed a people-centric approach that prioritises authenticity, clarity, and meaningful engagement.
In the conversation, Gaur reflects on her journey into the profession, lessons learned during challenging times, the changing face of public relations, and why human connection remains at the heart of effective communication.
Edited Excerpts:
Q: How did your journey in PR begin? Was it a conscious career choice or something you attribute to chance? Did your parents understand and support your decision at the time?
My journey into PR was not entirely by design, it evolved at the intersection of communication, strategy, and opportunity.
Growing up, I was deeply influenced by my father, a wonderful storyteller who had a way of making even the simplest moments meaningful. That stayed with me. What began as a natural inclination towards storytelling and connecting with people gradually shaped into a career. Over time, it became a conscious choice as I saw how powerful the right narrative can be in building trust. My family’s support strengthened as they saw me grow into the role.
I have also been fortunate to be in an environment of constant learning. My siblings and life partner are in a similar field, which keeps conversations insightful and perspectives evolving.
And in a different, very real way, my daughter gives me a window into the mindset of the emerging audiences grounding my thinking and keeping it relevant.
Q: What would you consider your defining moment or breakthrough in the industry?
There wasn’t a single breakthrough, but a series of moments that shaped me. The transition from execution to strategic thinking was key. I was fortunate to learn from mentors who encouraged constant learning and reflection. Working with organisations involved in mass communication taught me the value of scale and responsibility, where time was always critical, and every message mattered. Those experiences quietly shaped my approach to communication.
Q: Can you tell us about the toughest phase in your career, and what that period taught you?
The toughest phase was communicating during uncertain times, when answers were not always available, but expectations were. It taught me patience, the importance of staying grounded, and choosing clarity over haste.
Q: How have you seen PR evolve from when you started to today’s digital-first world? What are some key changes that stand out to you?
PR has become far more immediate and interactive. Earlier, it was about carefully placed messages; today, it’s about continuous engagement. What hasn’t changed, however, is the need for authenticity, if anything, it matters even more now.
Q: What is one piece of advice you would give to someone just entering the PR industry? And if given the chance, would you still choose a career in PR today?
Focus on understanding people, not just platforms. Tools will evolve, but insight and empathy will always matter. It’s important to think about who you are speaking to the audience defines the impact, not the medium.
Likes and shares can feel encouraging, but they mean little unless your message reaches the right person at the right time and leads to meaningful action. And yes, I would still choose PR, it allows you to make a difference through words and intent.
Q: What is one common misconception about PR that you would like to correct?
Many think PR is about visibility being seen, heard, and talked about. The real work, however, lies in building trust quietly, consistently, and often away from the spotlight.
Q: Where do you see the PR industry heading in the next five years?
PR will become more integrated with decision-making, supported by data and technology. But at its core, it will remain about human connection and credibility.
Q: If your PR journey had a headline, what would it be?
Shaping Perception Through the Art of PR
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