BIC's Sandra Stahl Talks Global PR with Communications Students in Mumbai

The distance between up-and-coming PR professionals in New York City and Mumbai just got much smaller. Last week, founding BIC faculty member Sandra Stahl travelled to Xavier Institute of Communications as a guest lecturer to share global trends in PR.

Xavier Institute of Communications (XIC) is a top communications program in India and recognized as where “the best of the best agencies” come to recruit. The XIC program looks at communications in an integrated manner where different elements need to be considered and consolidated for maximum impact.

Sandra led an engaging and interactive conversation with 50+ students and selected faculty. Her award-winning book, The Art & Craft of PR, has been on the recommended reading list for XIC students since last year and many were keen to ask questions and have their copies signed.



“What a pleasure it was to speak to these students who have been trained to approach PR as part of an integrated framework, similar to BIC students,” said Sandra. “The future of PR in India is bright indeed and the group coming out of XIC today is vocal, opinionated, curious and ready to make their mark as the next PR leaders.” 

Sandra focused her lecture on the critical role of communications for brands and companies that aim to be ‘purpose-driven.” While a noble goal and considered a must-have by Millennials and Gen Z, “purpose” can be complicated. She emphasized why and how PR can uniquely guide brands in navigating their way from narrative to execution.  

Co-founder of jacobstahl, a full-service PR agency, Sandra is a founding faculty at BIC and teaches the Branding Influentials course. She guest lectures frequently at schools and conferences around the world. The Art & Craft of PR has won numerous awards since publication in 2018 and is on the BookAuthority 21 Best New Public Relations Books to Read in 2020.