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Community > Prem Ramachandran
Prem Ramachandran

Prem Ramachandran

Founder and Managing Director

White Water Public Relations

Prem Ramachandran is a member of:

Current Job description
I am currently the Managing Director at White Water Public Relations Dubai, United Arab Emirates and am responsible for the overall functions of the organisation. You can log on to www.whitewaterpr.com for more information on the company.

We believe that storytelling is the most powerful way to put ideas into the world today. We at White Water PR aim to take our client's story out in the public domain - across the right target audience through the right media vehicles. Our consultancy firm focuses on various industry segments such as real estate, tourism, consumer, lifestyle, finance, concerts, exhibitions and technology among other sectors. We are in the business of nurturing communications and creating positive image for our clients. We have a network of affiliates across the GCC region.

Just to give you an idea we have launched Bruce Lee perfumes in Dubai with the legend’s daughter Shannon Lee and we have also promoted projects for Harrods Estates among various other brands.
Ensuring Success
It’s important to do a reality check, introspection, talk to yourself and constantly remind yourself about both the right and wrong decisions that you’ve taken. Correct the wrong ones and learn from them. Another important thing is meditation. To be honest I am not a regular yogi but yes the days that I am able to meditate or do yoga, I am in a better state of mind. This gives me clarity and better decision making ability – two important qualities any leader should definitely possess.
Advice to upcoming leaders
Define your goals. What is that you want to achieve and why. Once you have defined that then move on to define ‘How’. How do you plan to achieve it? Be very specific in your approach. The more specific you are the better it is for you to achieve those goals. Otherwise, one day you will realize that the time has passed you by and you have miles to cover before you sleep.
Handling Office disputes
One needs to be a good listener. If you can listen to your employee and understand them well then an uncomfortable situation might not arise or at least the possibilities are less. If there is an issue it must be solved otherwise it becomes a challenge later on and that will not be a good thing for the company. Each situation is unique and sometimes you have to look at the bigger picture and take a call.
Doing things right
There is no guidebook. But yes this comes through experience. Every person has a unique life and everyone has to find his/her own way to connect those right dots. Sometimes in life it is okay to make mistakes. Life is not a perfect playground. It has got its ups and downs and one has to live with it. People today have a fear of failure and because of that people don’t try at all. So the key thing is to think with a free mind. To think with a free mind you need atleast 7 hours of tension-free sleep. Once you have that you will realize what I mean. A healthy and stable mind can have a balanced lifestyle. President Obama, Sharukh Khan, Aishwarya Rai, Beyonce or any other celebrity or your neighbour – two things are common in all of them. One that they are human beings and second that they all have 24 hours. Time management is also a key component when it comes to balancing your personal and professional life. So don’t procrastinate.
Essential skills required for leaders
There are several management books that will talk about the key traits required by a leader and what is the difference between a manager and a leader and so on. All these things look really good in a book. However, my personal philosophy is before you lead others – ‘lead yourself first’. If you can’t manage yourself then forget managing others. You need to ensure that you are managing your health, personal life and professional life – all simultaneously. Ask yourself. If the answer is ‘yes’ then you have just crossed a major step towards being a leader.
Important decision
For me personally, I had decided that I will stick to one profession and grow in it. I think I was lucky that I was able to do that for the last 17 years. The reason that I could sustain this long innings is because I was associated with events such as the Michael Jackson’s History tour of India, Miss World in 1996, have launched diesel engines to perfumes to Coca-Cola and the story goes on. In this profession you meet a lot of inspiring people and you normally interact with the top management as they are the authorized spokespersons. This ensures that you are not bored and there is something new always. Another important decision that I made was to move to Dubai when PR was at its infancy level 11 years ago. A decade down the line I have my own PR company – White Water Public Relations and am proud of my achievement. Thanks to my wife who has supported me in this journey and kids who have been equally inspiring.
My views on India Technical development
Things are changing. We are known as the ‘service economy’ to the world. We were not the manufacturing hub for the world like China, so I guess that was one of the core reasons why we have not had a ‘Made in India’ product that is ruling the global stage.


However, if we glance through the aisles in India’s mega super-markets one will be surprised at the number of consumer products that we have as compared to other international brands.

Coming specifically to technology, I personally feel that for any IT product with a ‘Made in India’ tag, one should have great quality better than its international counterpart, should be marketed well and ensure that the venture is profitable. It all depends on the market forces of demand and supply and your product’s key differentiating factors. In addition you should have really high level of funding to sustain. They will definitely need good PR at an international stage for sure. As India has opened up the economy further I don’t see this happening in the near future as several international brands have aggressive plans for India and aim to corner larger share of the market.
My inspiration
I cannot quote any one in particular as I admire many people but two most important people who have influenced me in my life are – ‘Mr.Common Sense’ and the other one is ‘Mr.Experience’. Without these two friends I wouldn’t be where I am today. Above all it’s my family that has supported me in shaping this company and my life. Though, I have given them sleepless nights sometimes due to the improper work-life balance – which I am correcting as we embark on the new chapter of life in 2013 and beyond.
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