Ishani is a digital communications and marketing specialist. She is the Global Head of Advocacy at Arup, a global sustainable development consultancy. Prior to that, she was the Head of Digital Communications at UCL.
Ishani kicked off her career as a journalist at Independent Newspapers in South Africa, reporting on issues ranging from serious crimes and high-profile court cases to politics. She became recognised for her coverage of HIV/Aids issues in the region and was interviewed by global media organisations about it. She chaired a session at the International Aids Conference in Durban in 2000.
Ishani came top of her class at the highly selective Independent Newspapers School of Journalism in 1996. That year she attended former president Nelson Mandela’s divorce hearing and the post-apartheid Truth and Reconciliation Commission (TRC) hearings, chaired by Archbishop Desmond Tutu. Later, as a reporter, Ishani met President Mandela and reported on the TRC hearings.
In 2001, she moved to London, working in communications, marketing and editorial roles in sectors including professional services, international development, charities, higher education, the public sector and consumer magazines. Ishani recognised the power of digital early in her career and developed her knowledge in this field, introducing digital tools and features to improve content, audience engagement and data in several of her roles.
Her previous appointments include Head of Social Media at Arup, Magazines Manager at charity RNIB, Web Manager at GAIN, and Marketing Manager at Logica (now CGI). Ishani is a Member of the Chartered Institute of Marketing (CIM).
Describe yourself/your background in 5 words max?
Londoner, South African, Indian ancestry
How did you get into PR/communications?
I started my career as a news reporter in South Africa and when I moved to the UK, communications and PR was a natural next step.
What do you love about your job?
I love working with people from different backgrounds and cultures, and from countries across the globe. I grew up in a segregated society so being able to meet and learn about other people from diverse backgrounds is an absolute treat. I learn something new with every interaction.
What are you most proud of?
I’m proud that the barriers I have faced have not broken my positive spirit and determination.
What’s been the hardest lesson to learn?
We were brought up to believe that hard work, performing your best, and a positive attitude equals success. A hard lesson is learning that this is not always the case.
Who are your favourite people in PR and why?
Mark Ritson. He is a well-known marketing columnist and professor who teaches marketing to MBA students. His column and social media posts are insightful, and I like that he is outspoken, authoritative and engaging.
What skill do you think every PR/comms person has to nail?
Research and data analysis. It sounds boring but the best campaigns come from a deep understanding of the target audience and the wider market. There are many examples of campaigns failing because they don’t consider how audiences may feel and react. Robust research limits assumptions.
What is your favourite social network and why?
LinkedIn because it forms part of my day-to-day job – social advocacy and leadership branding. I also see it as a marker of how business communications, marketing and branding are evolving.
What’s your favourite podcast and why?
I’m interested in true crime and stories that involve the legal system, so I’ve recently started listening to the podcast, Serial, hosted by Sarah Koenig. It’s riveting!
Who is your favourite journalist and why?
Lindsey Hilsum, International editor at Channel 4 News. My admiration for her has grown over the years as I’ve watched her reporting from the frontline of conflicts across the globe. She has a great ability to tell the stories of the people affected by conflict and inequality. I see her as an advocate for equality and change.
What’s the best advice you’ve ever been given?
‘Don’t stress too much about the things you can’t control.’
In the past I’ve often felt like I had to think about every task in a project or an event to ensure that it ran smoothly. What I’ve learned is that when I shift my focus to things I can control, I have more energy, creativity, and mind space to do a much better job.
Biggest PR campaign fail and yay of 2024 so far?
YAY: One of my favourite campaigns is the “You are not alone campaign” by Norwich City Football Club, launched on social media on World Mental Health Day in 2023. It was simple, emotive and powerful.
The film follows two Norwich City football club season ticket holders who are seated next to each other. Over the course of a season, one appears outgoing and happy, while the other is withdrawn. The film ends with the more outgoing fan dying by suicide, highlighting that it can be difficult to spot when someone is struggling with mental health issues.
The campaign was launched in partnership with suicide prevention charity, Samaritans, and the call to action was to check in on your loved ones.
It was an excellent piece of storytelling with an unexpected and emotional twist. The story was relatable, and it achieved impact through emotion. The video did not rely on a script or even sound to be effective. This had the added advantage of making it universal and accessible to a wider audience. The video had more than 55 million social media views in the first 48 hours.
NAY: As part of a 2024 PR campaign, dating app Bumble, used the tagline “You know full well a vow of celibacy is not the answer”. The goal was to attract users that were frustrated by modern dating.
The campaign was criticised for alienating its core audiences and for not being in tune with their values, which include women with different beliefs and lifestyles and various perspectives on sexual activity. It seemed to make assumptions about its audiences, and this sparked debates around inclusivity and respect in advertising. The ad also contradicted Bumble’s mission of promoting inclusivity and empowering women. This created a disconnect between its messaging and its brand values.
After the backlash, Bumble removed the ads and pledged to make donations to domestic violence organisations. It responded to concerns raised and made a commitment to avoid the same mistake in the future.
As ever, a deep understanding of a brand’s audiences is essential in any PR campaign.
Finally, on the D’ word… What can the sector do to encourage diversity?
The world is changing, markets are changing, and the demographics and behaviours of consumers and clients are constantly evolving.
So, it’s essential that employers invite people from diverse backgrounds to join their teams to bring their diverse perspectives, experiences and knowledge to the table, and to enable them to challenge assumptions. Many PR and marketing fails are a result of people not knowing their audiences and because of assumptions made.
Leaders don’t know what they don’t know – until they open the floor to diverse perspectives.
Connect with Ishani Bechoo on LinkedIn.
Ishani was awarded a place on The Xec. Leadership Scheme for UK-based Black, Asian, Mixed Race, and Ethnic Minority PR and comms pros. She is part of the class of 2025.