Dr. Shabana Parvez, MD, FACEP, the US Bureau Chief of The Desi Buzz and founder of ArlingtonIntegrative.com. recently engaged in a compelling conversation with Farzana Baduel, a global leader in strategic communications. Farzana, President-elect (2025) of the Chartered Institute of Public Relations (CIPR) and CEO of Curzon PR, is renowned for her work with governments, corporations, and development organizations. Recognized on the PRWeek Power List and Provoke Media’s Innovator 25 for EMEA, she also mentors at Oxford’s Said Business School and champions diversity through initiatives like the Asian Communications Network.
Beyond her professional achievements, Farzana hosts the PRCA podcast Fuse and serves as a trustee for the British Asian Trust and Soho Theatre. Farzana Baduel is also the Co-Founder of the Asian Communications Network, a groundbreaking initiative dedicated to advancing civil rights and social action within the communications industry. This network addresses the critical need for greater representation, support, and inclusion of professionals from Asian backgrounds. She is a Pakistani-British professional, born to Kashmiri parents who migrated to South London. Both of her grandfathers had served in the British Army and traveled extensively.
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Watch the interview on YouTube
Personal Journey & Leadership
Dr Shabana Parvez: Farzana, you’re the President-elect for the Chartered Institute of Public Relations for 2025. Could you share what this role means to you and how you envision shaping the future of PR through this platform?
Farzana Baduel: Being elected as President for CIPR in 2025 is a profound honour and a responsibility I deeply value. My vision is to champion inclusivity and innovation within the PR profession, ensuring it remains a vital tool for fostering trust and dialogue in an increasingly complex world. I hope to empower practitioners by equipping them with the skills, ethical foundations, and global perspectives needed to thrive in the digital age.
Dr Shabana Parvez: What inspired you to co-found Curzon PR, and how has your journey been as a leader in the strategic communications industry?
Farzana Baduel: Curzon PR was born out of a desire to connect diverse perspectives and create meaningful impact through strategic communication. My journey has been one of continuous learning—navigating cultural nuances, managing crises, and fostering creativity. The privilege of working with governments, corporates, and nonprofits worldwide has reinforced my belief in communication as a force for positive change.
Dr Shabana Parvez: You’ve won numerous awards in PR, leadership, and entrepreneurship. What qualities or values do you believe have contributed most to your success?
Farzana Baduel: Resilience, curiosity, and a commitment to diversity have been central to my success. Resilience has helped me adapt to challenges, curiosity has fueled innovation and learning, and diversity has brought insight and a global perspective with clients and teams. I also believe in the power of collaboration and the importance of listening deeply to diverse voices, especially from the Global South.
Segment 2: Curzon PR & Cross-Cultural Expertise
Dr Shabana Parvez: Curzon PR delivers strategy and communication support to governments, corporates, and development organizations worldwide. How do you tailor your approach for such diverse sectors and markets?
Farzana Baduel: We take a bespoke approach, deeply immersing ourselves in the context of each client and sector. This includes understanding cultural sensitivities, geopolitical dynamics, and the unique goals of each project. By combining data-driven insights with cultural intelligence, we create strategies that resonate specific to the sector while maintaining wider relevance.
Farzana with her husband, Marco Baduel, and daughter, Isabella Baduel
Dr Shabana Parvez: Your firm emphasizes building a better world. Could you share a campaign or project that you believe has made a significant positive impact?
Farzana Baduel: One campaign that stands out is our work with Mohammed Jawad, the renowned plastic surgeon featured in the Oscar-winning documentary Saving Face. The documentary brought global attention to the plight of acid burn survivors.
Our campaign aimed to increase awareness of the devastating impact of acid attacks and the need for legislative change. Through strategic media engagement and storytelling, we were able to spotlight the heroic work of Dr. Jawad and the survivors he supported. This not only helped drive legislative action in Pakistan to tighten laws against acid violence but also led to a significant increase in donations to acid-burn charities. The campaign empowered the survivors of the acid burn attacks and rightly shifted the shame to the perpetrators.
By connecting powerful narratives with actionable goals, the campaign demonstrated how strategic communications can drive both social change and tangible impact. It remains one of the most meaningful projects in our history.
Dr Shabana Parvez: Cross-cultural communication is one of your specialisms. In today’s increasingly globalized world, what advice would you give to organizations navigating cross-cultural challenges?
Farzana Baduel: My advice is to lead with empathy and curiosity. Take the time to understand the cultural values, history, and aspirations of your stakeholders. Avoid a one-size-fits-all approach and instead co-create solutions with local voices. Above all, build trust through transparency and respect.
Segment 3: Advocacy, Storytelling & Representation
Dr Shabana Parvez: You co-founded the Asian Communications Network to empower British Asians in the communication field. Why is representation in media and communications critical, and how is ACN driving this change?
Farzana Baduel: Representation matters because the narratives we see and hear shape how we understand the world—and ourselves. ACN is working to diversify the industry by creating opportunities, offering mentorship, and amplifying the voices of British Asians in media and communications. It’s about ensuring that the stories we tell reflect the full richness of society. The race riots in the UK was the main driver to setting up the ACN as disinformation and misinformation undermines social cohesion and brings violence onto our streets with the horrific attacks during the riots on migrants, Muslims and ethnic minorities.
Dr Shabana Parvez: As a trustee of the British Asian Trust and Soho Theatre, how do you see storytelling as a tool to tackle stereotypes and foster understanding?
Farzana Baduel: Storytelling has the power to humanize and connect. At the British Asian Trust, we use narratives to convene incredible charities operating across South Asia for greater impact. At Soho Theatre, storytelling in performance challenges stereotypes and sparks dialogue. Both platforms demonstrate how stories can shift perspectives and build bridges of understanding.
Dr Shabana Parvez: You are the resident PR expert at Oxford’s Saïd Business School. How do you mentor entrepreneurs and leaders to use storytelling effectively in their ventures?
Farzana Baduel: I encourage leaders to root their storytelling in authenticity—communicating not just their successes, but also their challenges and values. Stories that connect emotionally and demonstrate purpose resonate deeply with audiences, whether it’s investors, employees, or customers. I also emphasise the importance of listening; great storytelling starts with understanding your audience.
Segment 4: Thought Leadership & The Future of PR
Dr Shabana Parvez: Through your podcast, Fuse, you explore innovative ideas in communication. What’s one conversation or insight that has stayed with you?
Farzana Baduel: One standout conversation with Andrew Bruce Smith explored how AI is transforming storytelling. The insight that stayed with me was the importance of using AI not just for efficiency, but to deepen human connection. Technology should amplify creativity and empathy, not replace it.
Dr Shabana Parvez: With technology transforming communication, how do you see AI and digital platforms shaping the PR landscape?
Farzana Baduel: AI will continue revolutionising how we gather insights, predict trends, and engage audiences. However, balancing automation with human oversight is vital, ensuring that ethical considerations and creativity remain at the forefront. The future of PR will be a blend of technological precision and human nuance.
Dr Shabana Parvez: What role does ethics play in strategic communications, especially in a time of misinformation and polarization?
Ethics is the cornerstone of trust, which is the currency of effective communication. In an era of misinformation, it is our responsibility as communicators to prioritise accuracy, transparency, and accountability. Ethical practice not only safeguards reputations but also reinforces the industry’s integrity as a whole. The Chartered Institute of Public Relations is leading the way with a mandatory ethics module as part of the annual CPD for practitioners.
Segment 5: Rapid-Fire Questions
Dr Shabana Parvez: One book that every PR practitioner must read?
Farzana Baduel: How to Win Friends and Influence People by Dale Carnegie.
Dr Shabana Parvez: The most memorable campaign you’ve worked on?
Farzana Baduel: Working on a cultural diplomacy project for the Government in Ukraine back in 2011 to shape the nation’s country brand through art and culture. I was very much inspired by the Ukrainians I met. Their passion and determination for a brighter future, even back then before the devasting invasion.
Dr Shabana Parvez: What motivates you every day to excel in your field?
Farzana Baduel: The belief that communication can drive meaningful change.
Dr Shabana Parvez: Your advice to young professionals aspiring to a career in PR?
Farzana Baduel: Stay curious, always. The best communicators are lifelong learners who understand that the world is constantly evolving.
Closing
Dr Shabana Parvez: Finally, Farzana, if you could summarize your vision for the future of public relations and storytelling in one sentence, what would it be?
Farzana Baduel: Curzon PR’s tagline- Connecting Worlds.
Dr Shabana Parvez: A message to aspiring South Asian PR professionals?
Farzana Baduel: Your voice matters, and the world needs your unique perspective. Step into the industry with confidence, and know that representation isn’t just a goal—it’s a responsibility to ensure diverse stories are told.
