Q: Thanzyl, congratulations on being recognized as one of Campaign Asia-Pacific’s 40 Under 40 for 2024! What does this accolade mean to you?
Thanzyl Thajudeen: Thank you! It’s truly an honor to be part of this prestigious group. For me, this recognition isn’t just a personal achievement but a reflection of the incredible work my team at Mark and Comm has been doing. The award reinforces our mission to deliver purposeful communications that not only elevate brands but also resonate with people on a deeper level. It’s a testament to the potential of the PR and marketing industry in Sri Lanka and the talent that we have here.
Q: You’ve been a strong advocate for shifting from traditional PR to “purposeful relations.” Can you elaborate on what that shift entails?
Thanzyl: Absolutely. The PR landscape has evolved tremendously. Traditional PR was often about managing public perception and image, but today’s consumers and stakeholders expect more. They want authenticity, purpose, and social responsibility from brands. This shift from ‘public relations’ to ‘purposeful relations’ means that PR is no longer just about telling a good story—it’s about ensuring that story is rooted in genuine values and commitments. Brands need to align their actions with their words, and their purpose should drive both their internal and external communications. Purposeful relations, at its core, is about building trust through authenticity, transparency, and a clear commitment to societal values.
Q: Speaking of societal values, you have been vocal about the need for ethical practices in Sri Lanka’s media and marketing industries. Why do you think this is crucial right now?
Thanzyl: Sri Lanka is at a pivotal moment. We’re emerging from economic and political turbulence, and this has placed even more responsibility on media and marketing professionals to operate with integrity. The lack of standardized ethics and regulations in the media and advertising sectors has led to challenges like misinformation, unethical campaigns, and a decline in professional standards. As the country looks to rebuild, it’s vital that we address these issues and create frameworks that ensure ethical practices. This includes everything from responsible advertising to truthful storytelling and avoiding exploitative content, especially targeting vulnerable populations like children.
Q: In addition to being a PR professional, you’re also involved in education and talent development. How do you view the talent landscape in Sri Lanka, particularly in media and PR?
Thanzyl: There’s no doubt that Sri Lanka has some of the brightest minds in media and PR, but there’s a significant gap between the skills we need and the skills that are being developed. Many young graduates entering the field are unprepared for the demands of the industry. This results in overburdened professionals and declining standards in media content. One of my focuses has been advocating for more multidisciplinary education that integrates perspectives like law, social sciences, and psychology into media studies. This approach will help create well-rounded professionals who can navigate the complexities of the industry.
Q: Mark and Comm recently partnered with the ZeroPlastic Movement and Women in Tech Sri Lanka. How do these partnerships align with your vision for purposeful relations?
Thanzyl: These partnerships are an extension of our commitment to purpose. The ZeroPlastic Movement aims to raise awareness of plastic pollution, while Women in Tech Sri Lanka focuses on increasing female participation in STEM fields. Both initiatives speak to our core values of sustainability and inclusivity. We believe that PR and communications should go beyond just serving clients—they should contribute positively to society. By partnering with these organizations, we’re not only supporting important causes but also ensuring that our work has a meaningful impact/
Q: With Mark and Comm poised for global expansion, what’s your strategy for scaling the company while maintaining its purpose-driven approach?
Thanzyl: Scaling a purpose-driven company is all about staying true to your values while adapting to new markets. As we expand, we’re focusing on building teams that understand and embody our core mission. We also plan to collaborate with partners who share our vision of responsible communications. Growth should never come at the expense of your purpose. It’s about finding the right balance between expanding your reach and maintaining the authenticity that your clients and stakeholders trust you for.
Q: The concept of purposeful storytelling seems to be central to your philosophy. Can you share how you approach storytelling for brands?
Thanzyl: Storytelling is incredibly powerful, but it has to be done with intention. Purposeful storytelling isn’t about marketing; it’s about creating a lasting emotional connection with your audience. Brands that effectively communicate their purpose through compelling narratives stand out because they’re not just selling a product or service—they’re sharing a vision, a mission that people can connect with. It’s crucial that these stories are authentic and resonate with the audience on a deeper level. We’ve seen brands like Patagonia and Ben & Jerry’s succeed by aligning their stories with their values, and that’s the model we aim to follow.
Q: You’ve been an advocate for employee engagement as part of purposeful relations. How do you integrate employees into this approach?
Thanzyl: Employees are often the best ambassadors of a company’s values. Purposeful relations should involve employees at every level, ensuring that they’re not just aware of the company’s mission but also active participants in it. By aligning employee communication strategies with the company’s purpose, you create a workforce that is engaged, motivated, and aligned with the organization’s goals. This also strengthens internal culture and makes the company more resilient to external challenges.
Q: With the rise of freelancing and a generational divide in the media industry, what do you think is the future of PR in terms of talent and technology?
Thanzyl: The future of PR is going to be shaped by adaptability. We’re seeing a rise in freelancing, which comes with its own set of challenges and opportunities. On the one hand, freelancing offers flexibility and access to diverse talent pools, but on the other, it can lead to issues of trust and consistency. Technology, particularly AI and digital tools, will continue to transform the way we approach PR. However, no matter how advanced technology gets, the core of PR will remain human-centric. It’s about building relationships, trust, and authenticity—things that machines can’t replicate.
Q: What advice would you give to young PR professionals looking to make an impact in the industry?
Thanzyl: My advice would be to focus on authenticity and purpose. Don’t just follow trends for the sake of it. Understand the values you want to represent, and make sure those values are reflected in everything you do. Stay curious, keep learning, and most importantly, be adaptable. The industry is constantly evolving, and those who can align their skills with societal needs will always stay ahead/
Q: Finally, what’s next for you and Mark and Comm?
Thanzyl: We’re focused on taking Mark and Comm to the global stage while continuing to serve our clients in Sri Lanka with the same dedication. Our goal is to lead by example when it comes to responsible communications, both locally and internationally. We’ll keep pushing boundaries, fostering talent, and ensuring that everything we do aligns with our purpose