Photo courtesy of Professor Prash Sabharwal.
Creativity isn’t reserved for people with a “creative” job title–you can apply it to any function and any brand. In fact, the less interesting a brand or industry seems, the more it probably needs your creativity, so don’t hold back.
Prash Sabharwal, faculty member for the Online MS in Public Relations Innovation, Strategy and Management (PRISM) program, has been immersed in the world of digital communications since he was an undergraduate student. At a time when digital communications was just beginning to gain prominence in the PR and marketing spaces, Professor Sabharwal was intent on working in this up-and-coming field. Recognizing the potential of digital communications early on, Professor Sabharwal secured a role supporting tech start-ups in cultivating engaged communities online. His experience led him to a position at a global PR agency supporting consumer brands on social media. It was during this time that Professor Sabharwal realized the opportunities in B2B and corporate communications, areas often overlooked by his peers due to the perceived lack of excitement.
For Professor Sabharwal, pivoting toward corporate communications proved to be the right choice: “I found switching over to the corporate side exhilarating because I got direct access to senior leaders who were close to the business.” Since then, he has been working exclusively on B2B and corporate communications.
Most recently, Professor Sabharwal started his own firm focused on digital thought leadership called C-Suite Stack. “The premise of this firm is that thought leadership sets the foundation for driving short-term revenue and building long-term reputation,” he notes.
In this interview, Professor Sabharwal expounds on his experiences and how he applies lessons from those experiences in the course he teaches, Data-Driven Brand Storytelling. He also shares insights on the future of the digital communications industry, as well as advice for students in the PRISM program and in the field of communications in general.
What were some of the most impactful digital marketing programs you’ve activated for globally recognized brands?
One campaign that stands out is supporting McDonald’s on its “Our Food, Your Questions” campaign. This campaign was all about changing perceptions about McDonald’s food quality. We achieved this by inviting people to ask questions on social media. I was still fairly junior at the time, but I was empowered to lead a large team of community managers to answer these questions in real time. With this campaign, I saw firsthand the power of public relations to change perceptions in a way that buying advertising simply can’t. The campaign laid the foundation for McDonald’s real-time social media response function and continues to live on as a Q&A page on McDonald’s website.
Can you discuss a successful digital marketing strategy that you’ve implemented and what made it effective?
I’ve helped dozens of CEOs at global companies launch and sustain their presence on social media platforms like LinkedIn and Instagram. This has resulted in leaders landing prestigious speaking engagements, connecting with investors, and attracting talent. Executive thought leadership works because the data shows that audiences want to hear from leaders, instead of always hearing from a faceless corporation.
How has the field changed in recent years? Where do you see it heading?
The obvious answer here is AI, which is speeding up processes that used to be arduous, such as sentiment analysis and content development. AI will continue to grow in importance, but I’ll share a less obvious answer here.
A big change I’ve seen in digital communications is audiences becoming fragmented across many platforms such as social media, group chat, and email newsletters. Additionally, most platforms have gone from open APIs, which allowed companies to keep a pulse on conversations, to more closed data pipelines, which makes it harder to gauge sentiment or conversation themes in real time. This means brands must take the time to understand their audience and be intentional with where they show up.
What is something that students who take your course can look forward to?
I teach PRSM 505: Data-Driven Brand Storytelling. Students come in with the expectation that this course is heavy on data, which it is. However, they’re often pleasantly surprised to discover that they become better presenters because of this course. Students are encouraged to storyboard before they design any slides for their data stories, and the payoff is that their presentations flow smoothly and are much more persuasive than those created without a clear plan.
How do you incorporate your real-world experience into your teaching?
Being able to pull from a range of client experiences allows me to tie concepts to stories that help students connect the dots. I also like to tap my professional network to bring in guest speakers who bring their own experience to the table. Some previous guest speakers include the Managing Director of Penta Group, Paul Donaldson, and the Senior Onboarding Manager at NewsWhip, Alexander Kallner.
What is one of your favorite topics to teach?
I love teaching data visualization because we inherently recognize good data visualization when we see it, but most of us never learn how to make good data viz ourselves. Once I break down the key principles that make for good data viz, students have a light bulb moment, and their output improves drastically. They unlock a skill that felt out of reach for them, but once they learn it, they can’t possibly think of going back to their old ways.
What skills do you believe are essential for students aspiring to enter the field of digital marketing and communications?
Students should aspire to be comfortable developing content using a mix of AI-powered tools while being equally comfortable working with data to guide strategy. Given the fast pace of change in the field, adaptability will be the greatest strength.
What motivates you in your work, and how do you stay inspired in a fast-paced industry?
I love working in digital communications because audiences generate data as they engage with content. This data allows me to measure progress on KPIs, and seeing the forward momentum keeps me motivated.
Can you share a piece of advice that has been particularly valuable to you throughout your career?
Creativity isn’t reserved for people with a “creative” job title–you can apply it to any function and any brand. In fact, the less interesting a brand or industry seems, the more it probably needs your creativity, so don’t hold back.
What do you enjoy doing outside of work? Is there a fun fact about you that your students might not know?
Students might be surprised to know that I perform improv comedy. I love improv as an art form because it’s all about communication, with listening being the foundation. Right now, I’m in a troupe that does an improvised set based on today’s headlines. Yes, I’m such a communications nerd that I even spend my free time doing it.
Learn more about Professor Sabharwal on his faculty page.
Learn more about the Online MS in Public Relations Innovation, Strategy and Management here.