From Journalism to Keynote Speaking: Navigating a Career Pivot with Purna

Madhuri Desu
Mar 6, 2024
5 min read

Updated: Mar 9, 2024

Joining me for today's enriching conversation is the remarkable Purna Virji. Having traversed a dynamic career path from Journalist and TV Producer to Public Relations, she has emerged as an accomplished Digital Marketing Strategist and Content Creator for Microsoft Digital Advertising products. Purna also takes the lead in driving LinkedIn's scaled customer education and partner engagement programs, showcasing her prowess in the industry. Recognized for her outstanding contributions, Purna is the proud recipient of the 2023 Good Business Book Award in Digital Marketing for her book "High-Impact Content Marketing: Strategies to Make Your Content Intentional, Engaging, and Effective".

Spotify Podcast -

Conversation part 1

Conversation part 2

Now, let's delve into some key takeaways from our enlightening conversation.

How it all started -

Purna started professional journey with a degree in Business and Finance, but her passion for creativity soon led her to realize that this field wouldn't fully satisfy her aspirations. Eager to explore and hone her content creation skills, she made a pivotal shift from business to journalism, earning her degree from Cardiff University.

While immersed in the field of Public Relations, Purna's curiosity led her to delve into the intricacies of SEO and Google Adwords, thanks to a knowledgeable friend. Recognizing the potential of digital marketing, she proposed integrating these strategies at her agency. The remarkable success achieved not only expanded her professional scope but also fueled her enthusiasm to educate sellers on leveraging digital marketing for effective sales strategies.

Always worked in content in different angles. Careers are non linear, just go with recognized opportunities when they come your way.

Role As A Marketing Strategist -

Purna leads global programs taking the best of LinkedIn's research and subject matter experts and work with a team to weave together holistic narratives and distribute to customers and members of LinkedIn. She led many successful global programs like "Innovate with LinkedIn", "Sustainability Summit Event", "Ignite" etc. Strategize the program by considering some of the questions to package stories to educate, empower customers -

What are the right things that customer are looking for?
How can we position things?
What should we be talking about?

Challenges & Rewards As A Marketing Strategist -

A deep understanding of business goals and the driving force behind business value is crucial for crafting compelling narratives that effectively boost revenue. The entire creative process presents its own set of challenges, requiring a keen focus on identifying added value to tailor messages for both regional and global audiences. Strategic positioning of these messages becomes paramount in gaining the right awareness within a crowded marketplace.

Receiving feedback from individuals expressing how helpful a program was or noting newfound knowledge serves as a testament to the impact of this strategic approach. It's not just about storytelling; it's about strategically positioning narratives to resonate and leave a lasting impression.

I really love these aha moments and adding value to somebody's life making their job easier is my biggest reward.

Learnings While Pivoting careers -

Growth is an inherently uncomfortable process because change is a constant companion. Persevere through this discomfort, identifying and leveraging transferrable skills when venturing into uncharted territories. Embrace a "Learn it All Mindset," viewing challenges as opportunities for personal and professional growth.

Success is not a shortcut; it's the result of earnest efforts invested in acquiring new skills, excelling in your passions, and ultimately reaping greater rewards. The journey may be challenging, but the lessons learned along the way contribute significantly to your success story.

Embrace the suck, and just talk yourself off the ledge every single time.

AI in Marketing -

Every stride in technology holds the potential to empower individuals, a force that can be wielded for both positive and negative purposes. AI, in particular, acts as a superpower, enabling creators to generate new content even without extensive skills is phenomenal. The ability to generate videos from simple text prompts is nothing short of magical.

However, this power comes with a responsibility. Use AI wisely, employing it to craft high-quality content rather than flooding the web with generic articles aimed solely at manipulating algorithms for more impressions. Authenticity should prevail, treating AI as a tool to enhance your content rather than a mask that obscures it. Let AI be the makeup that brings out the best in your creations, not a disguise that conceals their true essence.

Authenticity is the word of the year. As a thought-leader people want to get to know you, then they have a chance to like and trust you. And that's when the business magic happens.

Embracing Failures -

Embrace resilience and tenacity as you navigate through life, willing to adjust course and explore new paths to reach your desired destination. Treat failures not as setbacks but as valuable data points, dissecting them to understand what went wrong and what aspects didn't resonate with you. Delve deep into what truly ignites your passion and drives your motivation.

Rather than fixating on job titles or company names, focus on the experiences you seek to cultivate. What environments, challenges, and opportunities align with your values and aspirations? Answering these questions provides clarity, guiding your search for future opportunities that map to the right job. By aligning your pursuits with your core values and desires, you pave the way towards finding the right path and achieving fulfillment.

I thought I had been buried, but actually I had been planted and then I got a chance to grow.

Inspiration To Be Innovative & Creative -

Driven by a deep-seated love for marketing and an insatiable curiosity about human behavior, Purna finds her passion ignited in the pursuit of learning and exploring new concepts. She has a genuine love for marketing, driven by the curiosity to understand what makes people tick. Maintaining a perpetual mindset of continuous learning, she thrives on the excitement of exploring something new at every turn.

Really like to learn, explore, connect different things and find new ideas, that's very exciting.

Advice For Aspiring Content Creators-

Embrace a mindset of continuous learning and experimentation. Explore what works, embrace emerging technologies, and don't let yourself become overwhelmed by the abundance of information. Instead of chasing algorithms, focus on cultivating meaningful experiences and connecting with the target audience for engaging conversations.