In an era where storytelling shapes public perception and brand identity, Public Relations (PR) has emerged as a powerful force — especially in sectors like education, where trust is paramount. As part of our ongoing series exploring how PR and communication leaders are redefining narratives across industries, Indian Startup Times sat down with Chayanika Goswami, the dynamic communications lead at Masai, a career-focused edtech platform.

The conversation shed light on how PR can go far beyond brand visibility — acting instead as a strategic tool for building credibility, aligning internal teams, and fostering genuine, long-lasting connections with key stakeholders, including students, career switchers, hiring partners, and investors.

Crafting Intentional Narratives: Masai’s PR Philosophy

The session began with Indian Startup Times‘ Deputy Editor Sandhya Bharti sharing the platform’s mission of connecting founders with investors while spotlighting transformative stories within the startup ecosystem. In response, Chayanika offered a deep dive into her PR approach at Masai.

“Crafting a consistent narrative that reflects who we are and what we stand for — across every channel — is vital,” she emphasized. For her, PR begins with a deep understanding of the organization’s mission and the motivations of its diverse audiences.

This foundation helps shape communication that is not only coherent but also intent-driven — reinforcing Masai’s core belief in accessible, outcome-driven education.

PR as a Trust-Building Engine

At the core of Masai’s communications strategy lies a powerful principle: authenticity builds trust.

Chayanika pointed out that while ads have their place, it’s real stories from alumni and hiring partners that truly resonate with the public. “When someone who has experienced the transformation firsthand speaks about it, the message carries far more weight,” she noted.

Masai has carved out a space as a credible alternative to traditional education models — particularly for individuals seeking career transitions without financial constraints. And much of that credibility, she added, has been earned through thoughtful PR that elevates real impact over polished promotions.

Humanizing the Brand with Success Stories

For Masai, impact is not just measured in numbers — it’s embodied in the life-changing journeys of over 7,000 placed students, many of whom come from unconventional backgrounds.

“Their success stories — some deeply emotional — humanize our brand,” Chayanika shared. “They go beyond skills and jobs; they represent regained hope, dignity, and opportunity.”

By placing these narratives at the heart of Masai’s external communications, the brand shifts the conversation from education-as-a-service to education as empowerment.

Internal Alignment and Alumni Advocacy

Chayanika emphasized that successful PR isn’t siloed. It requires seamless alignment across departments — from product and marketing to community and PR. This ensures that every message reflects a unified purpose.

She also introduced The Legacy Club, a thriving community of Masai alumni who serve as brand advocates. “These individuals are not just success stories — they’re storytellers in their own right,” she said. “Their advocacy comes from a place of personal growth and emotional investment.”

This community-led storytelling, she added, is one of Masai’s most organic and powerful PR assets.

Transparency as a Brand Pillar

Transparency is not just a buzzword at Masai — it’s a deliberate strategy. “We don’t sell dreams; we offer tools for real change,” Chayanika said, underscoring the brand’s commitment to open and honest communication.

By being transparent with stakeholders — including students, employers, and investors — Masai has reduced the need for defensive PR and strengthened its reputation as a trustworthy institution in an otherwise sensitive and scrutinized sector.

Redefining PR Metrics: Beyond Visibility

When asked how Masai measures PR success, Chayanika offered a nuanced perspective. “It’s not about the number of mentions. It’s about the quality of narratives and the impact they generate,” she said.

Success, for her, is defined by reaching the right audiences, sparking meaningful engagement, and staying true to the brand’s mission — rather than chasing vanity metrics.

Looking Ahead: The Future of PR in Education

The conversation concluded with both Chayanika and Sandhya reflecting on the role of platforms like Indian Startup Times in shaping narratives that matter — not just for investors and startups, but for mission-driven organizations like Masai.

Chayanika summed it up eloquently:

“The future of PR lies in authenticity, alignment, and storytelling that uplifts real people. That’s what builds lasting trust.”

Conclusion:
Masai’s PR journey offers a masterclass in how thoughtful communication — rooted in truth, community, and mission — can do more than elevate a brand. It can build a movement. And in a space as transformative as education, that might just be the most powerful story of all.