FARZANA BADUEL
As the 2025 President-Elect of the Chartered Institute of Public Relations (CIPR), Farzana Baduel is leading the way in transforming the PR industry. An NBWN Ambassador, Farzana has made an undeniable impact with her unwavering commitment to diversity, inclusion, and innovation.
Not only is she the first British Muslim to take on this role, but she’s also co-founded the Asian Communications Network, addressing the underrepresentation of British Asians in the field. We caught up with Farzana to learn more about her vision for the future of PR, her career, and the steps she’s taking to champion change in the industry.
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14 Nov 2024
Farzana, congratulations on becoming the first British Muslim to hold the role of President-Elect for CIPR! Can you tell us what this means to you personally and professionally?
Thank you for the kind words! Becoming the first British Muslim to serve as President-Elect for the CIPR is both an honour and a humbling experience.
Personally, this milestone resonates deeply, as it represents the culmination of years of dedication, resilience, and passion for the PR industry. It’s a moment to celebrate diversity and to recognise the importance of inclusive representation in leadership roles within professional bodies.
Professionally, this role is a profound opportunity to continue shaping the future of PR, ensuring that the industry embraces the strength that diversity and varied perspectives bring. I’m excited to bring forward initiatives that champion professionalism, global thinking and embrace AI-driven innovation to support the membership community but also to enrich our industry’s strategic and creative capabilities. This presidency is more than a title; it’s a platform for impact, and I look forward to working with colleagues and partners to drive meaningful change.
Your journey in PR has been ground-breaking. What inspired you to co-found the Asian Communications Network (ACN), and what impact do you hope it will have?
The inspiration to co-found the Asian Communications Network (ACN) stemmed from a strong desire to create a community that champions diversity and amplifies voices that have historically been underrepresented within the PR industry. We launched the network in response to the race riots over the summer as we realised that misinformation, disinformation and divisive rhetoric in politics and media had a part to play.
Throughout my career, I noticed the absence of a dedicated space for Asian professionals to connect, collaborate, and be celebrated for their unique contributions to our field.
With the ACN, I hope to foster a supportive network that not only uplifts Asian talent but also advocates for greater diversity across all levels of PR. By creating opportunities for mentorship, knowledge-sharing, and collaboration, I envision ACN as a catalyst for change—a platform that helps bridge gaps in representation, encourages leadership, and showcases the breadth of talent within our community.
Ultimately, I want ACN to be a space where Asian PR professionals feel empowered to bring their authentic selves to the industry and contribute to a more inclusive, dynamic landscape for everyone.
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As the 2026 CIPR President, your focus includes AI, innovation, and future-proofing careers. Why are these areas so crucial for the industry today?
As the 2026 CIPR President, I see AI, innovation, and future-proofing careers as essential pillars for the industry’s resilience and growth. The rapid 
Innovation is crucial because our profession thrives on fresh ideas and adaptability. As we navigate an increasingly digital world, PR professionals must continually evolve, finding new ways to connect with audiences and add value. Encouraging a culture of innovation helps us remain relevant and responsive to changing client and societal expectations.
Future-proofing careers is, to me, about empowering the next generation of practitioners with the skills and knowledge they need to succeed in a world where the pace of change is accelerating. By fostering adaptability, continuous learning, and a forward-thinking mindset, we can ensure that PR professionals are not just keeping up but leading the way. These areas are vital for safeguarding the integrity, influence, and impact of PR in a future where change is the only constant.
With only 5% of PR professionals identifying as Asian and over 90% of directors being white, what steps do you believe the PR industry should take to become more inclusive?
To create a genuinely inclusive PR industry, we need meaningful action across several areas. Firstly, recruitment and hiring practices should be re-evaluated to ensure they are inclusive and accessible, actively seeking out diverse talent, not just in entry-level roles but across all levels. Partnering with networks like the Asian Communications Network (ACN) and other diverse professional groups can help reach underrepresented communities and attract a broader talent pool.
Mentorship and sponsorship programs are also vital. These initiatives can offer underrepresented professionals the guidance, support, and advocacy they need to advance within the industry. Mentorship from leaders who understand diverse experiences can make a significant impact in helping talent thrive.
Creating a culture of inclusion within organisations is equally important. This means offering diversity and cultural competency training, addressing unconscious biases, and building an environment where all voices feel valued. Leadership needs to actively champion diversity and take accountability for inclusive practices.
Finally, transparency in career progression is essential. Publicly setting and reporting on diversity targets can drive accountability and provide a roadmap for long-term, sustainable change. Only through a committed, industry-wide approach can we ensure PR becomes a field where talent from all backgrounds has an equal opportunity to lead and excel.
As an NBWN Ambassador, you advocate for women and ethnic minorities in business. How has this shaped your approach to leadership?
Being an NBWN Ambassador has profoundly shaped my approach to leadership by grounding it in empathy, advocacy, and inclusivity. Advocating for women and ethnic minorities has shown me the importance of creating spaces where every voice is heard and every perspective is valued. This commitment means actively listening, understanding different experiences, and championing the unique contributions each person brings to the table.
It has also underscored the importance of mentorship and allyship in leadership. I believe in not only leading by example but also actively supporting others in their journeys, opening doors, and making connections that help them thrive. As a leader, I focus on creating opportunities, particularly for those who may not have traditionally had access to them, and on fostering a culture where everyone feels empowered to achieve their full potential.
Ultimately, being an NBWN Ambassador has reinforced that true leadership is about service—it’s about lifting others as you rise and building a legacy that paves the way for future generations to lead with confidence and authenticity.
You’ve had an impressive career, from co-founding Curzon PR to becoming a PR expert for Oxford’s Saïd Business School. What drives your passion for PR and communications?
My passion for PR stems from a deep belief in the power of storytelling to create meaningful change. Throughout my career, I’ve seen first-hand how effective communication can bridge divides, influence perceptions, and drive positive impact across industries, cultures, and communities. This field allows us to give voice to ideas, organisations, and causes that have the potential to inspire, connect, and empower.
I am especially drawn to the strategic element of PR—understanding the intricate dynamics of reputation, navigating complex issues, and helping brands communicate authentically and responsibly. The ability to shape narratives in a way that resonates, while staying true to an organisation’s values is both a challenge and a privilege.
As Resident PR expert at Oxford’s Saïd Business School and with clients from diverse sectors, it has allowed me to explore PR from multiple perspectives, reinforcing my commitment to driving excellence in the field. Ultimately, it’s the potential to make a real difference that drives me every day—the knowledge that good PR can transform perceptions, open minds, and build lasting connections in a constantly evolving world.
Finally, what advice would you give to young professionals, particularly women and those from minority backgrounds, aspiring to enter and excel in the PR industry?
To young professionals, particularly women and those from minority backgrounds, my advice is to embrace your unique perspective—it’s your greatest strength. The PR industry thrives on diversity of thought, and your experiences, background, and insights bring a fresh, invaluable dimension that the industry needs.
Build a strong network early on and seek out mentors who can guide and support you. Don’t be afraid to reach out to people whose careers you admire, ask questions, and learn from their journeys. Networking is key in PR, but so is authenticity—stay true to who you are, and let that shine in your interactions and your work.
Be proactive about your learning and development. The industry is fast-paced and constantly evolving, so keep honing your skills, particularly in areas like digital communications, analytics, and AI. At the same time, don’t underestimate the power of good storytelling and strategic thinking—these will always be at the core of great PR.
Finally, believe in yourself and be resilient. PR can be challenging, and at times, you may feel like you have to work harder to be heard or recognised. Use those moments as fuel to keep going. With determination, authenticity, and a willingness to learn, there’s no limit to what you can achieve in this industry.
For ethnic minority PR professionals, I strongly recommend exploring the wealth of diversity initiatives within our industry that are dedicated to supporting and advancing careers.
Organisations such as the Black Comms Network, People Like Us, Taylor Bennett Foundation, Socially Mobile, and Creative Access offer invaluable resources, mentorship, and networking opportunities tailored to diverse talent. Additionally, our industry bodies, the CIPR and the PRCA, provide further support and training programmes designed to empower underrepresented voices in PR. Engaging with these initiatives can open doors, expand your network, and equip you with the skills and confidence to thrive and lead in the industry.
What makes Farzana a Visionary Leader & Trailblazer in Strategic Communications
She is the CEO and co-founder of Curzon PR—award-winning strategic communications delivered by experts. Curzon PR is a London-based firm that delivers global strategy and communications support to our partners in government, development, and corporate to build a better world.
Farzana is the Resident Public Relations expert for the University of Oxford’s entrepreneurship centre at Said Business School. Farzana is a chartered PR practitioner who has been awarded an honorary fellowship with the CIPR. Farzana hosts the PRCA podcast ~ Fuse ~ interviewing leading experts in communications. She has won multiple awards in PR, leadership, innovation, and entrepreneurship.
She is a trustee and serves on the board of the British Asian Trust, founded by King Charles III to tackle poverty in South Asia, and Soho Theatre, London's most vibrant producer of new theatre, comedy, and cabaret.
Farzana Baduel’s vision for the PR industry is clear: one of inclusivity, adaptability, and resilience. As she steps into her role as CIPR President in 2026, we look forward to the positive changes she will champion, inspiring others and paving the way for a more diverse future in PR.
Join the Conversation
Farzana loves to engage with and learn from a diverse community of thinkers, leaders, and changemakers. Whether you’re looking to collaborate, gain insights, or simply follow her inspiring journey, here’s where you can find her:
🌐 Personal Website: Farzanabaduel.com
🌍 Curzon PR Website: Curzonpr.com
📸 Instagram: @FarzanaBaduel
🐦 X (formerly Twitter): @FarzanaBaduel
💼 LinkedIn: Farzana Baduel
Let’s connect, collaborate, and create meaningful conversations together! Feel free to reach out, follow, and join the community. We’re excited to have you along on this journey!