In conversation with Shahela Abedin, CEO and Managing Director, Approach PR Global Limited from Chittagong
Approach PR Global started its journey during a time when the whole idea of service marketing, branding, and PR was not clear at all to the corporations performing in Chittagong. “It was 2009 and people had a vague idea about the concept of public relations. So we started to engage with them through various talks and meetings,” said Shahela Abedin, the CEO and Managing Director of the PR Company. “After all these years,” she went on to say, “that engagement is finally paying off since more and more companies from Chittagong are embracing the newer marketing concepts and rendering efforts in brand building pursuits.”
The company has worked with a number of renowned companies from both government and private sectors. Their impressive resume includes names like Chittagong Stock Exchange, PHP Family, BSRM, Well group, and Banoful. A couple of Dhaka-based brands like Union Bank, NRB Global Bank, Bangladesh Commerce Bank too are their clients. “From the very beginning of our journey, we wanted to make the idea of PR understandable to clients. Having a logo designed is not enough, just like publishing an advertisement in a media is inadequate. We worked relentlessly to make our clients fathom the notion of developing organisational culture and embedding that in every activity,” she elaborates. As an example, she mentioned about the 5th CSE Fair where her company did numerous presentations and project showcasing as well as organised knowledge sharing sessions. To flaunt their expertise further, the company is now venturing into food and beverage industry. Rio Coffee, a popular name in the F&B industry of Chittagong is a reputed client.
“What’s new on the table?” When asked, Shahela replied with her ever-charming smile. “I hold a strong bias for Chittagong. The city is very close to my heart and this is why besides doing usual businesses, I want to render my service to the city and its dwellers’ wellbeing,” she states. Tilottoma is a project that she has envisioned and is currently promoting with the help of the Mayor AJM Nasir and his associates in the Chittagong City Corporation, prominent citizens, and her well-wishers. This social campaign aims at promoting issues like cleanliness, smart management of domestic waste disposal, urban gardening on rooftops and health awareness. “All these issues may sound serious but trust me, are very easy to tackle if you engage housewives and general citizens by raising awareness and compelling them to play their part in a responsible manner,” Shahela explains. When inquired about the driving force behind her campaign, she said, “I always believe we have a commitment to our society and we must make sure that the world we leave behind is a better place for our future generations.”
The ever-spirited lady considers her father to be her idol. Abdur Rahman Chowdhury, her father, has been the Chairman of Raozan (Dabua) Union Parishad in Chittagong for the last two decades. He is also a renowned businessman. “His perseverance and dedication to the people and welfare of the people of his area is unparalleled and encouraged me always to go an extra mile in every project I work on. There were people who raised eyebrows when they saw him giving us freedom but he shrugged off all the prejudices. I am thankful he brought me up with all the aspirations to become a successful human being. The same teaching I have applied while bringing up my three daughters; to be courageous, dynamic and successful in life. At the same time, she is grateful to her father in law, Joinal Abedin Chowdhury and mother in law, Shirin Chowdhury. “Both of them are wonderful parents. Anyone from Chittagong knows about the legacy and reputation of the Abedin family. Being a part of this family has enabled me to think bigger and work for a better society and a brighter tomorrow,” she concludes on a promising note.