Data is the key to visibility: Srabani from Scripbox

From having worked with some of the leading brands in India to being part of one of India’s most talked about IPO by Nyka, Srabani Sen has had an interesting communications journey in a very short period of time. In this episode, she talks about her experiences in data-driven communications. 

1. Give us a little bit of the backstory about how you came to the field?

I have always been a people person right from my school days. I was culturally quite active back then and realized that I wanted to pursue something unconventional as my career. My master’s degree at Christ University help me experiment with different media avenues and explore what interested me most. PR stood out as the most unique and challenging one and I made up my mind to build my career in it. During my agency experience, I got the opportunity to work with some of the biggest brands in the market across sectors- Microsoft, Tech Mahindra, Linkedin, Diageo, Vedantu, Simplilearn, and Team Indus to name a few. However, my corporate experience is what defines my career best. I have built a specialization in the industry for my work across e-commerce and D2C brands in India. By associating with some of the market leaders of the industry namely Myntra, Xiaomi, and Nykaa I got a chance to work across various markets like Sri Lanka, Bangladesh, Nepal, and India, and was able to understand this space like never before. I thoroughly enjoyed the fast-paced, crisis-led, and constantly challenging retail space. My stint at Nykaa and managing their IPO communications was a game-changing experience for me and led me to an increased interest in Finance. With Scripbox, I have challenged myself to a brand new sector and it has been amazing to craft new stories and define the wealth management space in India for the brand.

2. What was your first interaction with data?

Data is the key to visibility in media. People today have access to information across channels and believe in making mindful decisions backed by facts and data. Hence, data and communications work like two wheels in a cycle. My first interaction with data happened before I even started working. My PR dissertation for my master’s degree was one that heavily depended on data and led me to understand its value in my job right from the start.

3. How did you integrate data into your campaigns? 

Data and metrics are a significant part of my day-to-day work. Stories with facts and statistics are better received by media and hence are encouraged in communications. For example – Survey led data is able to establish market and consumer behavior better, based on which PR and brand campaigns are planned. While working on the IPO for Nykaa, we spent months collecting and filtering relevant data for the listing process and devising the communications strategy based on it.

4. Did you encounter any communications challenges where data helped solve them?

Absolutely. In general, to show any kind of growth and development, data and metrics are extremely significant. For pitching a story in media, especially to establish the success of a business or an organization, data becomes an indispensable asset in the communications strategy. Additionally, even to justify the impact that PR has made on the business, metrics like circulation and reach are instrumental in mapping contribution to the overall brand visibility.

5. What is the most important metric for you as a comms person?

Right content coupled with the right channel is intrinsic to the success of a PR campaign. Data that can map if you have tapped into your target audience with the right message through the correct platforms can be the most powerful tool of success for any business.

6. What are your favorite tools for data insights?

For accuracy, I rely on a mix of tools and work with agencies that support data as well.

7. How do you see data in comms evolve in the coming days?

People are increasingly consuming fast content. A few years down the line, data will be sitting at the core of the communications industry.

8. Which is the favorite campaign that you were part of?

It undoubtedly has to be the Nykaa IPO. Nykaa had a blockbuster listing and with Falguni Nayar at the helm of the company, storytelling for the brand was nothing short of epic. From strategy and planning for the IPO process to organizing the event for the listing in BSE, it was a surreal experience. The entire country had its eyes laid out for this IPO and expectations were high. Creating that reputation and crafting appropriate narratives for the brand was crucial to ensure that it impacted the subscription in a substantial way. The brand made history and the press coverage of the same reflected the impact of the communications strategy that we had worked on for months.

9. What is your two cents for the budding comms professionals? 

1. Be honest and don’t hesitate to share your thoughts if you think they might help in a positive way

2. Always ensure your plans are aligned with the company’s goals

3. Research, read, and know your space well, only then will you be able to map the success of your work.