Defining Reputation: How Vishakha Mathur Helps Institutions Find Their Voice

I submitted this campaign because it reflected the kind of work I value most: taking important ideas from experts and amplifying them for a wider audience. Winning the NYX Awards for Media Relations Excellence is meaningful because it recognizes the impact of thoughtful storytelling in bringing expert voices into public conversation. It affirms the value of strategic communications in shaping dialogue at the highest level.

This project came from the opportunity to spotlight books authored by experts and share their ideas with a broader audience. I enjoy thought leadership work because it allows me to surface new perspectives and connect them to timely conversations. In today’s industry, I think it reflects the growing importance of elevating credible, distinctive voices and ensuring their insights reach beyond niche circles.

What set this project apart was our ability to bring the authors’ ideas into timely conversations happening in the world. Rather than treating the books as stand-alone launches, we connected their insights to real-world debates in politics, business, and culture. That approach not only amplified the visibility of the work but also demonstrated its relevance, which made the campaign resonate more strongly with media and audiences.

One challenge we faced early on was that it can be difficult to generate media traction around a book on its own. To overcome this, we quickly pivoted to connecting the ideas in the books to real-world conversations already unfolding in politics, business, and culture. Once we framed the insights in that context, reporters began reaching out with interest, and the campaign gained momentum.

Winning this award is an encouraging validation of the kind of work I want to keep doing—strategic, creative, and relevant to the moment. I hope it reinforces for clients and partners that we can deliver results that both move conversations forward and stand out in the industry.

Two practices have been especially important in my experience. First, ground your work in clarity—what’s the idea, why does it matter now, and who needs to hear it? Second, be ready to pivot your strategy based on the feedback you’re receiving. Whether it’s from your audience, clients, or the media, adapting quickly ensures your work remains relevant and impactful.

I see the constant evolution of the industry as an opportunity to keep learning and staying ahead of trends. My goal is to position myself as a strategist who can navigate these shifts effectively, helping clients adapt while delivering impactful, forward-thinking campaigns.

The best way to build confidence is simply to start. Entering your work, even with limited experience, is the only way to learn what resonates and where you can grow. Each submission is an opportunity to reflect on your approach, refine your strategies, and gain recognition. Participation itself is where the learning and growth happen.

Collaboration and curiosity drive great results. Listen to your audiences, learn from your peers, and stay open to new perspectives. The most impactful campaigns come from teams that combine strategic thinking with a willingness to experiment and adapt. 

Looking ahead, my focus is on continuing to do the kind of work I value most—strategizing thoughtfully for clients and delivering results that make a meaningful impact. I’m excited to build on past successes, take on new challenges, and help amplify ideas and voices that can shape important conversations.