The Empress in PR Yasmin Cader

By Shihara Maduwage

Even though she is no longer involved in the industry, her name is still synonymous with the words ‘Public Relations.’ Several decades ago, she took up the PR industry in Sri Lanka by storm as a trail-blazing pioneer and a professional who created her mark wherever she worked. She is largely credited with bringing the Hilton Colombo to what it is today – which is one of the best hotels in the country. Some say she had a magic touch. Whether that is true or not, she certainly created magic in the PR field with her great talent, sheer passion, determination and hard work. She is none other than Yasmin Cader! Yasmin spoke to Lanka Woman about her entry into the field of Public Relations and her 32 year-long journey as a leader in the industry.

Yasmin, first of all, let’s take a walk down memory lane. Could you tell us a bit about your background, your family and how you see yourself as a person? First of all, it seems strange to be interviewed after what seems like a long break - away from an industry I was in for 32 years! Childhood About my family, I am the youngest of five children. I lost my dad when I was 22 years and my mum just five and a half years ago. Growing up, our home was always buzzing with activity; we always had visitors and family members whether it was morning, noon or night! Each of my siblings had different interests and I was there included in everyone’s lives being in that “kid sister position!” Those were the days where our school friends would come home on a Sunday and “spend the day” where we play the role of a mum, cook, play with our dolls, or dogs (always had pets) etc. or, go to the movies since  my father had interests in some of the English Cinemas in the city!! It seemed like so much fun! As time went on, my sisters and brothers got married and had their children; I enjoyed playing the role of aunt and to this day remain the aunt who always cooked for them and spoil them when they came home to spend time with my dad and mum – the fun grandparents they all so fondly remember! Sadly my dad was not around when I got married even though he had fixed the date, seen some of my wedding plans – but it was not to be. I was devastated by his early departure, but realized that life had to go on. Personality By nature, I am a happy person, content and happiest being at home. At the same time I am very passionate in what I do or whatever that is entrusted to me! Sooner than later, I got married too and had a daughter. No sooner than my daughter started schooling, my late ex-husband prompted me to apply to the then InterContinental Hotel when a vacancy fell for a Female Guest Relations Officer. I was called up for the interview and 3 interviews later – I got the job!! I had never worked previously and had no inclination as to what was expected of me! But here I am today reminiscing the past having had the most wonderful experiences throughout my working career. I always enjoyed cooking and gardening but during my working years with the kind of hours I put into a day, I hardly had the time to do what I loved most!! My mum was diagnosed with Vascular Dementia almost 16 years ago which came as another shock to us! At the outset, I could manage mum but later had to hire full time caregivers for her. This was the saddest part of my life but again another learning experience because with Alzheimer’s one has to have an abundance of patience in coping with this dreaded disease.

Let’s talk a bit more about your entry into the field of Public Relations and what made you stay there for more than three decades.   Like I said earlier, I wasn’t inspired as such by anything or anyone, but was prompted to take on this challenge which I had absolutely no clue about. I never in my wildest dreams thought of pursuing a career in Public Relations. But having got into it, there was no looking back! My working years which has been in the field of hospitality was not just an experience of learning but also my way of giving back to the industry. I am known for the dedication and commitment I gave in each of my postings which started off as a Guest Relations Officer, Public Relations Manager, Director Marketing Communications, Resident Manager and finally a Consultant before I retired.

While you were employed at the Hilton Colombo, you impressed everyone and made a name for yourself. Could you tell me about how you built up that empire? 

A good leader is a must and someone who has a vision so that he/she can guide you and your fellow colleagues through a journey that is a common goal to all. It’s like being on a ship, if there wasn’t a good captain how could the sailors steer the ship? Each sailor cannot steer the ship in the way they feel fit can they? Similarly, it is only through the leadership of the late Mr. Gamini Fernando that we were able to not only fulfill his dream but within ourselves together achieve what we had set out to do! Clear guidelines have to be set and transmitted down the line. Everyone has to work towards one objective. Everyone has to respect each other and no one is more important than a fellow colleague. We worked as a TEAM!

What are some of the other companies you have done PR for? Could you elaborate about the time you have spent with these companies? 

Most of the companies were hotels with the exception of a short stint at two other multinational companies which gave me a different insight to a more focused role on a sales aspect in which I was involved. I spent as much as 5 years in some organisations, 14 plus years at the Hilton Colombo, and 4 years each at the Cinnamon Grand and Cinnamon Lakeside. After I retired, I took on a short assignment as General Manager at the Paradise Road Tintagel in Colombo. My experiences were indeed different in each of the organizations I worked for, all calling for responsibilities which were vast and varied. I am delighted that I could give to these organizations what you all recall of my career.

You have won some significant achievements in the PR field. Could you mention some of them? With InterContinental and the Hilton being international chains, there was always some achievement every area in the hotel could work towards. Be it in Public Relations, Food and Beverage, Housekeeping, Human Resources, the best hotel in Asia etc., etc. I remember whilst at the Hilton, we won best Public Relations in the region, the best Hotel in the region and the hotel in itself won many accolades in Housekeeping and also in Food and Beverage. At that time, we were the trendsetters and always the first to come up with new ideas. In 2006, Zonta Club 1 presented me with the “Woman of Achievement”   Award for Tourism. I was deeply humbled by this recognition. My late mother was at the ceremony and cheered with great enthusiasm when I walked up to collect my Award!! I could never forget that day!

As a leading lady in the PR industry and someone who entered the field just when it was gaining ground in Sri Lanka, how do you view the PR industry then and the PR industry now? Today, the Public Relations industry has come a long way. In the past, I think (and correct me if I am wrong) the most we had was either an Advanced Level qualification or being a University graduate. Today it is different because many have aspired to further their studies with Masters Degrees etc. in Public Relations.  It is not just a trend where today, organizations such as Banks, Hospitals etc., are all hiring Public Relations people. It is an area that is highly sought after. However, this job comes with certain traits, one being especially if it is in the hotel industry, giving a lot of your time towards the job! A PR post in a hotel has many roles and you are involved in everything that concerns the hotel, so you have just got to be there. Media Relations has to be cultivated and this comes with sincerity and follow up.

What advice could you give someone younger who is looking to make a career in the PR industry? In other words, what are the essential ingredients for success in the PR industry? A commitment of time has to be given to this job. Or, one has to know how to juggle family life and work. Long hours and late hours are the order of the day, so this is something your family will have to learn to live with! But it is worth it!

Looking back at the years you spent in the PR industry, would you change anything if you could? 

I wouldn’t – though it was hard work throughout, I believe it was something that was destined for me. My networking is all thanks due to my career and nothing else! I am still in touch with people who I met with as much as 32 years ago! There were days that I never saw daylight, as I would leave home before sunrise purely to beat the morning heat of traffic and return home also after the sun had long set! You are now greatly involved with the Lanka Alzheimer’s Foundation. Could you speak about the kind of work you do there?  I was privileged and fortunate to have been a founder member of the organization and today a Director on our Board and the Honorary Secretary as well. Again, this was destiny for me, because we had already embarked on our mission to create awareness of this Disease when it kind of coincided with my mum being diagnosed with the disease! Today, we are delighted to extend the services we offer to the community and request your readers to look at our website www.alzlanka.org and be a friend to the Foundation. We need your help in any way you can – by volunteering or otherwise, but it all comes with commitment if you do join the Foundation!! Our Annual Awareness Campaign kicks off on the 1st August and I beg of the Lanka Woman readers to join us on our campaign. Do call the hotline - 2667082 at the Foundation and let them know if you are able to assist in any way. With World Alzheimer’s Day falling in September, various events are held world over. Here in Sri Lanka, we organise the Annual Memory Walk sponsored for the past ten years by the Cinnamon Grand and this year we have a Public Lecture which is to be held in the auditorium at our Foundation. Apart from the work at Lanka Alzheimer’s Foundation what else keeps you busy now? Now that I am retired, I enjoy my time at home. I am also able to travel overseas at the drop of a hat and visit my daughter and her family who are based in the US. I am blessed with three gorgeous grandchildren – even if I say so and miss not having them around me!!! But thank God for today’s high tech communication systems where on a weekly basis I can see my grandkids on Skype and hear them scream what I enjoy hearing most “I love you Umma!”  I also take advantage of these visits because I get an opportunity to see my siblings while I am there all of whom are also in the US. Needless to say, I continue to take the role of still being the kid sister I always was to them and get thoroughly spoilt during these vacation breaks! I also coordinate events with Johann of Cutting Station fame and enjoy every minute of it – planning it as much as one year ahead for a lot of our overseas clients! To our credit are many successfully concluded destination weddings and also out of town weddings, Golden Wedding Anniversaries and other types of celebrations! My cooking has had more attention given to it at long last!!  All I ask from The Almighty is for good health and thank HIM on a daily basis for always being there for me and looking after me thus far!!  I am indeed truly blessed.