With over 20 years of experience spanning India, Germany, the UK, and the UAE, Ketaki Golatkar has navigated the ever-evolving world of public relations with remarkable resilience. From leading global PR at ICC to launching her own consultancy, Good Day PR, Ketaki’s career is a fascinating blend of sports PR, corporate communications, and entrepreneurship.
In this exclusive interview, she shares insights on crisis communications, global PR trends, her journey into sports PR, and the transition from corporate to entrepreneurship.
Q1: PR isn’t always a planned career—many people stumble into it. Was that the case for you?
Ketaki Golatkar: Not really! Unlike many, PR was actually a conscious decision for me.
I have always been a storyteller at heart—my early years as a classical dancer helped me understand the power of narratives. Initially, I pursued advertising and even worked at Ogilvy, but I soon realized that the blatant selling in advertising didn’t resonate with me. Instead, I was drawn to the psychology of persuasion, which naturally led me to PR.
I did my post-graduation in PR and Communications at St. Xavier’s, and that was the beginning of my PR journey.
Q2: Your career took an unexpected turn when you moved to Germany and became a lecturer. How did that happen?
KG: That was one of those unexpected pivots in my life.
When I moved to Germany, I assumed I could transition into PR as I had in the UK. But I quickly realized that language and cultural barriers made it difficult to work in PR without being a native German speaker.
So, I adapted. I learned German and started teaching business English at the University of Honheim. At the same time, I fell back on my passion for dance and started teaching it as well.
This phase taught me an important life lesson: Always have something beyond your career that you can fall back on.
Q3: You then moved back to India—was that transition planned?
KG: I returned to India for a very specific role—I was leading a diplomatic communications project for the German government. However, life had other plans.
While I was working on this project, my personal life took a turn—my marriage ended, and I found myself at a crossroads. That was a moment of reinvention for me. I returned to Mumbai, re-entered the PR agency world, and soon after, found myself at Edelman, followed by a stint at Adfactors PR.
Each experience brought new lessons, challenges, and opportunities.
Q4: Your transition into sports PR—especially handling PR for global sporting events like the ICC World Cup—was a big shift. What was that like?
KG: It was a game-changer—both literally and figuratively!
When I joined Star Sports, my role was actually focused on Kabaddi, with just 20% of my time dedicated to cricket. But as things progressed, I found myself deeply immersed in the world of sports marketing and PR.
Later, when ICC approached me for a role, I almost dismissed it as a joke! But that opportunity led me to global sports PR, where I managed communications across 108 cricket-playing nations.
Handling PR for ICC World Cups meant managing high expectations, massive global audiences, and unpredictable challenges. Every tournament was different, and every day brought something new.
Q5: Crisis communication in sports can be incredibly high-stakes. How do you manage crises when millions are watching in real time?
KG: Sports PR requires unparalleled crisis preparedness because a crisis can unfold on live television.
The key is proactive planning. For every event, we:
✅ Work closely with governments and security agencies for external threats
✅ Have pre-approved crisis statements for injuries, security breaches, or on-field incidents
✅ Monitor social media in real-time to prevent misinformation
For example, during the 2021 ICC T20 World Cup in the UAE, we even had to plan for sandstorms affecting match schedules! That’s how detailed crisis planning needs to be.
Q6: You later moved to Dubai and transitioned from corporate PR to starting your own firm, Good Day PR. What led to that decision?
KG: Losing my father was a pivotal moment for me—it made me rethink my career and personal priorities.
I had reached a point where I wanted to:
✔ Work with purpose-driven clients
✔ Have the flexibility to choose my projects
✔ Balance work and personal life in a more meaningful way
Starting Good Day PR was my way of building something authentic and aligned with my values.
Q7: What makes Good Day PR different from other consultancies?
KG: At Good Day PR, we focus on:
📌 Sports, healthcare, education, and non-profits—sectors that positively shape society
📌 Amplifying underrepresented voices—especially women-led businesses of color
📌 A global perspective—leveraging my experience across India, Europe, and the Middle East
I also want to change the narrative of PR in the UAE, where most agencies are run by Western professionals. There’s a huge gap for South Asian talent, and I want to bridge that gap.
Q8: You’ve worked in India, Europe, and the Middle East. How does PR in India compare to global markets?
KG: India is one of the toughest but best training grounds for PR professionals.
Key Differences:
📌 India: Relationship-driven, fast-paced, and media-heavy
📌 UK/Europe: Research-intensive, structured, and long-term focused
📌 Middle East: Government relations play a bigger role
But one thing is clear: If you can do PR in India, you can do it anywhere!
Q9: What is your advice for young PR professionals?
KG: Three things:
📖 Read, read, read—Stay informed through newspapers, books, and industry reports.
✍ Write well—Your storytelling skills will set you apart.
🧘 Digital detox—PR is 24×7, but you need to unplug to stay creative.
Final Thought: “The best PR professionals aren’t just great communicators—they’re critical thinkers who shape narratives with purpose.”
