In a world saturated with information, how does a brand or individual capture attention and build trust? The answer is perception. And the tool to build it is Public Relations.In this episode, we sit down with Upasna Dash, the founder of one of India's leading homegrown PR agencies, Jajabor PR. Starting from her parents' couch with no connections and zero investment, Upasna has built an empire by mastering the art of storytelling and perception.We dive deep into why PR has become the most valuable currency in the new world economy—driving opportunity, business, and wealth for everyone from startup founders to entire nations.In this conversation, we cover:🔹 Upasna's unorthodox journey from a small town to building a top PR firm.🔹 Why PR is less about "Public Relations" and more about "Perception Building."🔹 The secret sauce behind iconic brands like Apple and how they sell an emotion, not a product.🔹 The key ingredients for a successful PR campaign: authenticity, innovation, and taking calculated risks.🔹 Actionable, low-budget PR strategies for early-stage founders.🔹 The debate: Does negative PR work in the long run?🔹 How to measure the ROI of something as intangible as trust and credibility.This is a masterclass for any founder, marketer, or leader looking to understand how to build a powerful and lasting brand.Chapters(00:00) Introduction(00:43) Upasna's Unorthodox Journey & the Power of Storytelling(05:13) Starting a PR Agency with No Connections & No Investment(08:18) What is PR in the Modern World? (The Apple Case Study)(12:21) The "Art" of PR: Why Some Campaigns Work and Others Don't(15:31) Case Study: How the Movie 'Saiyaara' Cracked the PR Code(17:54) Does Negative PR Work? The "All PR is Good PR" Myth(20:43) The Fear Factor: Does Fear Sell Better Than Purpose?(22:50) The Expanding Universe of PR: Beyond Brands to Celebrities & Countries(26:05) Actionable PR Advice for Early-Stage Founders on a Budget(30:01) How Important is a Founder's Personal Brand?(32:20) The Million-Dollar Question: How Do You Measure the ROI of PR?(38:03) Conclusion