From shaping narratives for global fashion houses to founding her own boutique agency, Shanti Sadhwani has always been guided by a core belief: that visibility without purpose is merely noise. The founder of SOAR PR sat down with us to discuss how this philosophy of intentional communication helps brands truly soar.

From your early career working with global fashion giants in the US and in communications in Hong Kong to founding your own boutique agency in a different region, what was the pivotal moment or driving force that made you decide to launch SOAR PR?

I’ve always been passionate about helping brands and their founders grow through creative and authentic communication strategies. At every stage of my career, from corporate communications to brand building and PR, it has always come down to storytelling and connection. Working with global fashion brands in the US, and later in corporate communications and PR in Hong Kong, gave me a front-row seat to how brand narratives are shaped across cultures, and how consistency, creativity and timing all play a role in building reputation.

Founding SOAR PR felt like a natural next step. It wasn’t about doing something different for the sake of it, but about bringing together everything I had learned into an agency that reflected a holistic view of communications. I wanted to create a space where strategy, creativity and relationships move together with intention, and where every campaign delivers measurable impact.

SOAR PR was founded with the vision of being a true strategic partner that understands the full scope of brand growth. Whether it’s launching a new product, shaping public perception or strengthening reputation, our focus has always been on creating meaningful, insight-driven campaigns that build credibility and lasting connections. That balance of creativity, precision and purpose continues to drive me and the agency today.

The name “SOAR PR” is very evocative. What is the core mission and philosophy embedded in that name, and how does it translate into the way you partner with brands today?

The name SOAR has always carried a sense of movement and ambition. It represents growth, confidence and the idea of helping brands rise with purpose.

At its heart, SOAR PR is a 360 communications agency powering brands to take flight. We focus on building strategies that are creative, credible and aligned with long-term goals. Every project we take on starts with a simple question: how can we make this story matter?

Our philosophy is rooted in intention. We don’t just chase visibility; we build it around meaning. That approach shapes everything we do, from strategy to execution, and it’s what continues to define the partnerships we’re proud to have today.

SOAR PR has a distinct focus on “high-impact” sectors like Real Estate and Automotive, yet your portfolio is remarkably diverse. How does your agency’s “integrated approach” allow you to adapt and deliver with precision across such different industries?

Our strength lies in understanding that while industries may differ, the foundation of communication remains the same. Whether it’s an automotive launch, a real estate project or a lifestyle collaboration, our work always begins with understanding the brand – its goals, audience and message – before anything else.

Our integrated approach helps us look at the bigger picture. We bring together media relations, influencer partnerships, digital storytelling and on-ground activations in a way that feels cohesive and true to each client. It’s not about doing everything, but about doing the right things well.

At our core, we’re relationship builders. We genuinely enjoy connecting people, ideas and opportunities. Every client, journalist or collaborator adds something to that ecosystem. Over time, you start to see the synergies – how storytelling connects people, ideas and opportunities. The ability to find those connections and identify a meaningful angle is something we’ve honed over time, and it’s a skill that applies across any industry. It’s what keeps the work exciting and allows us to create stories that resonate.

You’ve been quoted as believing that “visibility without purpose is noise.” In a world saturated with content, how does SOAR PR cut through that noise to build genuine credibility and lasting impact for its clients?

“Visibility without purpose is noise” has always been a guiding principle for us. In a world where everyone is speaking, cutting through the noise isn’t about volume, but rather about clarity and consistency. We help our clients find that clarity. We begin by understanding what they stand for and what they want to be known for, then build communication strategies that amplify that truth. Every campaign is shaped around purpose, not platforms – from crafting authentic narratives to aligning with partners and media that reflect the brand’s values.

We focus on building credibility as much as visibility. That means positioning our clients as thought leaders, curating the right opportunities, and ensuring that every touchpoint reinforces trust. When a brand communicates with intent, it naturally rises above the noise. We believe that is how you move from being part of the conversation to actually leading it.

Having worked across Hong Kong and the Middle East, you’ve developed a “distinctive cross-cultural communication style.” How has this international experience shaped your approach to brand storytelling and navigating the media landscape in the region?

Working across different markets has shaped how I think about communication at its core. It has made me more aware of nuance, of the importance of listening before speaking, and of how culture shapes not only what we say but how it’s received. That experience has built a sense of empathy and flexibility into everything we do at SOAR PR. When we work with clients, partners or media, we approach every story with awareness and respect for its context. It has taught me that the strongest ideas are the ones that can travel — when a message feels authentic, it resonates anywhere. Ultimately, it has reinforced the belief that communication is about connection. Whether we’re telling a story for a local campaign or a global audience, the goal is the same: to create something that feels genuine, relevant and human.

As a founder, you are known for your “intentional leadership.” What does that mean to you in practice, and how do you instil that same sense of strategic purpose within your team at SOAR PR?

For me, intentional leadership is about being clear on what matters and making decisions that reflect that. It’s less about having all the answers and more about leading with awareness – of people, priorities and purpose. I try to bring that same mindset into how we work as a team at SOAR PR. Communication is a big part of it. I believe in being open about goals and direction so everyone understands where we’re headed and why. When the team has that clarity, it becomes much easier for them to take ownership and grow with confidence. I’ve also learned that leadership is as much about listening as it is about guiding. I really value the ideas that come from collaboration. Some of our best thinking has come from casual conversations or unexpected perspectives. Intentional leadership, to me, is about showing up with consistency and care – keeping our purpose front and centre while giving people the freedom to contribute in their own way. It’s something I’m still learning every day, but it’s what gives our work meaning.

With a growing portfolio, what do you believe is the single most important factor that has made SOAR PR the “partner of choice”?

I think it comes down to trust. The relationships we build are at the centre of everything we do. Our clients know that when we commit to something, we treat their brand with the same care and attention we give our own. That level of consistency and reliability builds confidence over time.

We also take the time to truly understand each brand — its people, purpose and long-term vision. That allows us to act as an extension of their team rather than an external agency. Every strategy we create is shaped by that shared understanding, so the work feels authentic and aligned.

We also value discretion. While we do share our work at times, our focus is always on ensuring that our clients and their stories are at the forefront. When they shine, we’ve done our job well. Many of our partnerships have grown organically over time, and that’s something we’re really grateful for. It reflects the mutual respect and collaboration that sit at the heart of everything we do.

Looking ahead, how do you see the role of public relations evolving, and how is SOAR PR positioned to not just adapt but to continue redefining the industry in the years to come?

PR is evolving in a way that feels more human than ever before. It’s no longer about how much a brand says, but about how intentionally it communicates. Visibility is easy to achieve today; what matters is whether that visibility means something and whether it lasts. The future of PR, I believe, lies in balance, using data and insight to guide us, but never losing the instinct that comes from understanding people. Audiences respond to honesty. They can sense when something is thoughtful and when it isn’t. That’s what makes communication real. At SOAR, we’ve found that the strongest stories are often the simplest ones. They’re rooted in truth, told with purpose and crafted with care. Technology will keep changing how we tell them, but the need for authenticity will never fade. In a world that moves quickly, what stays with people isn’t how loud a message is, but rather, how genuine it feels.

– For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram

Images: Supplied & Feature Image: Supplied