Inside Archetype: A Learning Journey for PRCC Students
05-February-2026
On 4th and 5th February 2026, the students of the PRCC batch visited the Archetype India office at Nariman Point for an insightful industry interaction. The visit offered students a closer look into the agency’s journey, tracing how Archetype was built from the ground up and how it has evolved into a leading communications and reputation management firm.
The team shared an overview of Archetype’s working style, organisational structure and the various verticals it operates across. Students also had the opportunity to interact with the team members, gaining first-hand exposure to the agency’s day-to-day functioning and work culture.
A key highlight of the session was a discussion on message design and the importance of tailoring communication according to the medium. Sonia Mansata, Managing Consultant & Branch Lead at Archetype, spoke in detail about the relevance of personal branding for clients, what kind of work delivers value, and how strong fundamentals form the backbone of any agency.
The team emphasised the role of strategic thinking, adaptability and confidence in both creating and implementing communication strategies. They highlighted how studying the larger ecosystem before commenting on a client’s business is essential to becoming an effective consultant. Students were also introduced to the process of content creation, with a specific focus on content strategy, coordination and aligning communication efforts with business goals.
Archetype’s scope of work was further illustrated through discussions on various campaigns, particularly in the technology and B2B sectors. Another engaging interaction was with a journalist-turned-PR professional, who explained how AI tools can help enhance writing efficiency and overall performance. The session also shed light on what journalists look for in a PR pitch and how staying alert to trends plays a crucial role in gaining media attention.
The visit reinforced the importance of breaking barriers, staying aware and informed, and developing a strong understanding before designing or executing strategies. Overall, the office visit bridged classroom knowledge with real-world public relations practice.
By Anoushka Negi And Suvena Srivastav | PRCC