Interview
Vishakha Mathur
SKDK, United States
As Vice President at SKDK, Vishakha Mathur guides institutions through the complex landscape of modern communications, helping them articulate purpose and build trust. Drawing on her background in journalism, she blends storytelling and strategy to elevate voices that make an impact.
1 Congratulations on your achievements in the NYX Awards! Could you start by introducing yourself or your agency? Can you also share a bit about your journey into your current industry?
Thank you! I’m Vishakha Mathur, a communications strategist specializing in helping global institutions define their public presence, anticipate challenges, and strengthen their reputations over time. My work has spanned foundations, universities, healthcare organizations, and nonprofits — aiming to tell their stories with clarity and impact. I began my career with a foundation in journalism, earning my master’s degree in the same. That experience sharpened my ability to identify compelling narratives, translate complex ideas, and understand how media shapes public perception. From there, I transitioned into communications, where I’ve been able to combine the rigor of journalism with the strategy of reputation management. Over the years, I’ve had the privilege of leading campaigns that elevate thought leaders, drive visibility for major initiatives, and guide organizations through complex reputational challenges. What excites me most about this work is the intersection of strategy and storytelling — aligning organizational goals with narratives that truly resonate with audiences.
2 What inspired you to submit your work for this competition, and what does winning mean to you personally and professionally?
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.
3 Can you share the story behind your success? What inspired its creation, and what do you feel it represents in today’s industry?
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.
4 What do you believe set your project apart in such a competitive field? Were there specific elements or strategies that made it shine?
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.
5 Every project has its challenges. Can you share a significant obstacle you faced during this process and how you overcame it?
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.
6 Winning an award of this caliber often brings recognition. What do you hope this achievement will mean for your career, your team, or your agency in the long run? Have you already noticed any changes or opportunities arising from this recognition?
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.
7 For those aspiring to achieve similar success, what advice would you offer to help them not only thrive in their industries but also craft compelling, award-worthy entries? Are there specific practices, mindsets, or strategies you believe are key?
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.
8 The creative industry is constantly evolving. How do you view these changes, and where do you hope to position yourself in the future?
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.
9 Entering awards can be daunting for many, especially those just starting out. What would you say to individuals who have limited experience, or are hesitant to showcase their work in competitions? How can they build confidence and see the value in participating?
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.
10 Creativity thrives on community. What message would you like to share with fellow creatives, marketers, and advertising professionals?
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.
11 Finally, what’s next for you? Any exciting projects or upcoming goals that you’d like to share with us and the audience?
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.
