Described by her employer as "exceptionally gifted", Basi combines an excellent grasp of media relations (and a multitude of contacts) with superb creative output. She’s picked up 12 awards in three years for her campaigns - highlights include getting grannies to trial Snapchat, persuading a music company to offer employees ‘Hangover Days’, and inventing the "One Tweet CV".
The secret to being a good comms pro in 2019 is... Tenacity. PR isn't guaranteed and it's becoming harder to secure coverage. Campaigns have to be more creative, strategic and have multiple opportunities to secure coverage. You have to be resilient to the famous journalist phrase "it's not for us" and become flexible enough to adapt campaigns to make it work.
If I could change anything about the PR industry, it would be... The ongoing lack of diversity. We're working for brands with audiences that have a varied cross-section. We need to represent these audiences in our agencies in order to relate to nuanced cultures/movements. To come up with fresh ideas, we need to hire people that represent a range of diverse backgrounds.
I'm inspired by... My parents! Being from a northern, working-class Indian family, they've taught me how to be strong-willed, adaptable and most importantly, kind - all traits that allow me to thrive in PR. Although they may not understand what I exactly do, they've bought me up to be hard-working and diligent.
If I wasn't in PR, I'd be... I would have to say an influencer. It would be interesting to see everything from their perspective, plus they earn a lot of money!
Judge’s comment: "Twelve awards… need I say more?"