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Digital marketing new norm says fiona

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by Zanita Careem

Over a decade’s worth of experience handling advertising, public relations and marketing within the FMCG, Manufacturing, Healthcare, Telecommunications industries and now her own Corporate Communications Agency, News Publisher – Fiona Nanayakkara has become one of the most sought after communications professionals, of her time. News publisher.online is the first and only press release distribution system in Sri Lanka, the company creates content for a variety of industries and work with companies who abide by the triple bottom line and use platforms such as mainstream media, social media and online to reach relevant audiences. In 2019 Fiona was also awarded the Most Influential Content Marketer at the World Marketing Congress.

Armed with an MBA from the University of Buckinghamshire (UK) and a wit that knows no-bounds, Nanayakkara authored the first a self-help manual, providing coping methods to overcome workplace harassment, while maneuvering the Sri Lankan corporate minefield.

What were your observations on the dependence of brands on PR agencies?

Heavily dependent. Brands will always have to depend on Advertising and Public relations agencies as mainstream media management takes years of expertise.

For example;

Social media strategy can be developed by someone who has an understanding of the brand, the target audience and basics of the social media platforms and content. The numerous hours spent on social media, has enabled them to know where they want to be seen by whom and how?

In other words brands know if their customers watch videos/images on instagram/facebook.

However PR strategy should be in line with not just the brand but also with the knowledge of media and its viewers. What most PR people don’t understand is that we work for two key stakeholders –

Our clients who we support with messaging, presentation and media networks.

Media who we support with well written, news-worthy content which is applicable to their readers ( a mass audience)

Senior Marketers would always hire a PR agency because they are aware of what we bring to the table. With companies going to flatter structures everyday to reduce cost and increase efficiency, brands are more dependent on PR agencies, because in-house services are now outsourced.

Also older brands are aware that PR should be managed strategically, as we talk to the national media for their brand.

Can most small businesses afford a PR agency?

Unfortunately no!

In the current industry context, companies need a significant budget to appear in the newspaper, TV or Radio. Marketing services are expensive. While PR and advertising remains expensive, SMEs & Entrepreneurs are being creative with more affordable communication tools to attract customers – which is the end goal.

Yes it’s nice to have media presence but sustenance is key, therefore brands just opt for digital marketing solutions. Bigger brands are also now moving towards digital marketing as targeting is much easier online.

This is why News Publisher has made publicity affordable. www.newspublisher.online empowers the customer to decide on the specific services they absolutely need agency services from and just work with us on that. Big brands hire news publisher because the quality is not compromised yet within budget, Entrepreneurs hire because the over all cost is 50% lesser than the industry rate as at News Publisher we are obliged to provide news worthy content to readers, listeners & viewers via mainstream media.

Many brands are increasingly repositioning themselves to suit the market sentiment. Do you think now PR agencies will have a more active role to play?

Yes, and the reason is; PR agencies usually handle a wide range of companies differing from size, location to industry. We spin news for a living!

Example: a company wants to say they donated half a million for the pandemic recovery, we say the company values in caring for the community they operate in.

PR agencies add more value to the news, the brand originally wants to say, make it reader friendly so media editor’s relationship is not compromised. A good PR Agency can also give you direction on your stakeholder related investments for the betterment of the brand.

PR has to be mastered over a certain period of time (approx. over a decade) to be good at it. Brands will require that level of expertise when repositioning themselves.

In your view, what are a few trends in the PR agency industry?

Working from home option enabled for majority of the supply chain. PR agencies work with writers, translators, graphic designers, online marketers and web-developers who work better from home. The timely service is an ongoing challenge, however if and when necessary systems are in place to adhere to client deadlines to deliver high quality services on time. This has enabled us to obtain industry expertise services for clients.

Boutique PR agencies is another trend around the world.

Boutique PR firms don’t have excess layers of management, which empowers employees to take on elevated levels of responsibility and enables clients to have their needs met faster.

Less quantity = more quality. Small, locally owned boutique PR agencies offer a network of specialists from all corners of the professional world who love what they do, and do it well, especially when they have the same goal to achieve.

Online service delivery. Given the recent events and social distancing protocol it’s important that PR people are able to deliver services online. Apart from events, press meet ups and strategy meetings (to name a few) majority of the publicity process can be online.

Briefs are given by clients in writing, written and emailed for approval, published and followed up via www.newspublisher.online and invoice and publicity report submitted via email. News Publisher caters to not just multi-national organization but also to SMEs and start-ups.

The reason News Publisher stepped into this new market was to cost- enable good stories to appear in the newspaper and also opens us up to a wide range of industry knowledge. Even though PR is a B2B service, with the rising of number of entrepreneurs investing in PR we had to adapt to a B2C service process such as an online payment gateway to digitize the customer cycle.



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Grace, grooming and confidence

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The leadership team behind the academy at the head table

Ramani Fenando’s new Image and Etiquette Academy

In a world where first impressions speak before words, Sri Lanka’s beauty icon Ramani Fernando has taken a bold step beyond the salon chair to shape confidence from within. Her newly launched Etiquette and Image Academy is designed to refine not only appearance, but presence, poise and personal power.

Step into a space where confidence meets sophistication, Ramani Fernando Academy is redefining how Sri Lankans approach personal branding ,offering a unique blend of ettiquette, style and communication mastery.

Her newly launched personal branding and EtiquetteAcademy was unveiled in a simple ceremony at the Galle Face hotel. This marks a bold and timely step into the realm of confidence leadership, presence and modern social grace.

Colombo’s social elite, corporate leaders, fashion insiders and longtime clients gathered in celebration of a vision that seeks to shape not just appearance but cofidence building.

Ramani, in her opening speech, said “our courses are carefully designed to meet with international standards, ensuring participants recieve training that meets both local and global expectations.

Ramani Fernando – shaping confidence

Professional face of etiquette training

Faith Launders who is the Director of Etiquette and Protocol in the Academy pointed out this personal branding and etiquette programmes will help participants cultivate grace, confidence and refined personal style through expert guidance. A former Miss Sri Lanka beauty queen, with experience in aviation, will contribute a creative and professional lens to the Academy’s curriculam.

Invitees from the world of fashion gathered to celebrate the occasion

Carolyn Jurie

Chalana at the helm of beauty

She brings professionalism, poise and a strong commitment to cultivate confidence and promote refined social skills among students. Known for her approachable style and inspiring presence, she strives to create an inclusive learning space where students can transform into confident individuals to navigate life with dignity and elegance.

For decades, Ramani has been a transformative force in Sri Lanka’s beauty industry.

and now this venture signals a natural evolution from external refinement to the art of personal distinction.

The programme blends traditional etiquette with contemporary relevance, offering personal branding and professional image building both in social and corporate etiquette. These are some of the programmes:

= Communication skills and body language, grooming, style and wardrobe alignment.

= Digital image and social media conduct.

= Platforms or in social events the ability to command attention with confidence has to become an important tool.

In today’s hyper connected world, impressions are formed in seconds often long before a handshake, whether in boardrooms, diplomatic circles or in the media.

The teaching staff consists of industry experts trainers amd adminitrators led by othe senior professionals

The Managing Director, Lakmini Lenagala, Training and Administrative Manager, Ramono, Navaratnarajah, Personal Assistant, Merisha Aserappa and Chalana Munasinghe are all industry professionals who have experience, theoretical knowledge and practical skills.

They are experienced instructors with hands on expertise in grooming, etiquette, image building and communication.

While the vision of the Personal Branding and Etiquette Academy belongs to Ramani Fernando, its strength lies in the collective expertise of the professionals who bring the programmes to life.

By bringing together specialists from diverse fields, the Academy offers participants a rare opportunity to refine every dimension of their public and private persona under one roof.

Sessions cover skin care, hair, make up, wardrobe planning and colour coordination.

Communication and public speaking recognising that presence is also conveyed though voice and expression, the Academy offers training in articulation tones, posture and body language.

The training also includes table manners, event conduct, professional courtesy and cross cultural awareness. This Etiquette Academy us designed for both women and men offering guidance on grooming, communication, professional conduct and social confidence.

The Academy acts as a transformative space – one that equips individuals not merely to succeed but to stand out with authencity and grace. The institution reflects Ramani Fernando’s belief that true elegance is a way of being not simply a way of dressing!.

By Zanita Careem

Pix by Thushara Athapatu

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From rescue to rewilding, Kalo’s journey continues

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World Wildlife Day 2026:

He arrived at the Elephant Transit Home in Udawalawe on March 23, 2024, barely eight months old. Kalo had spent an unknown number of days trapped at the bottom of an abandoned well near Galenbidunuwewa in Sri Lanka’s Anuradhapura District, separated from the herd he had lost. When wildlife officers from the Department of Wildlife Conservation pulled him out, they found a frightened calf, but also something else: resilience.

Today, nearly two years after his rescue, Kalo is no longer the fragile elephant calf who arrived at the Transit Home alone. He is growing steadily, eating well, and has fully integrated into a group of calves preparing for eventual release. His progress is measured not only in size, but in behaviour like social bonding, herd interaction, and independent foraging skills that will determine his readiness for life beyond human protection. Since his arrival, Kalo has grown from 125 kilograms to over 300 kilograms. The wounds he sustained before rescue have fully healed, and he is no longer on any specific medical treatment instead routine management only. He is, by every measure, active, playful, and thriving.

The Elephant Transit Home, also known as Ath Athuru Sevana, has operated within Udawalawe National Park since 1995. It is not an orphanage in the traditional sense. There are no rides, no performances, no human dependency. Human contact is limited strictly to feeding and veterinary care. The rest of the time, the calves are left to bond with one another.

That philosophy is intentional. Elephants are deeply social animals, and calves that grow too attached to humans struggle to survive in the wild. The daily play, the hierarchy, and the formation of peer bonds are all part of a structured rehabilitation process designed to prepare them for rewilding.

Since its establishment, more than 200 orphaned elephants have passed through the Elephant Transit Home. Over 100 have been successfully released back into the wild. In July 2025 alone, six young elephants were returned to Udawalawe National Park during the facility’s 26th release. If all continues as planned, Kalo will follow that path in 2029.

On May 8, 2024, less than two months after Kalo’s rescue, Sun Siyam Pasikudah formalised its long-term commitment to his care through the CarePhant initiative under Sun Siyam Care. The resort pledged ongoing monthly contributions to support Kalo’s nutrition, veterinary care, and daily rehabilitation needs through to his planned release.

Sun Siyam Care is the group’s overarching sustainability programme that integrates environmental stewardship, biodiversity conservation, community engagement, and long-term socio-economic value creation across all Sun Siyam Resorts in the Maldives and Sri Lanka. Through Sun Siyam Care, we invest in initiatives that protect marine and terrestrial ecosystems, reduce waste and single-use plastics, improve resource efficiency, support renewable energy and local sourcing, and promote awareness and participation among guests and communities alike. Kalo’s journey from rescue to rewilding is one example of how Sun Siyam Care extends beyond hospitality, connecting responsible tourism with meaningful environmental and wildlife conservation impact.

“We are delighted to embark on the CarePhant project and become stewards of Kalo’s well-being. Sri Lanka’s elephants are not just a conservation issue; they are part of the living identity of this island, and we feel a genuine responsibility to play our part in protecting them,” said Arshed Refai, General Manager, Sun Siyam Pasikudah.

For Chaminda Upul Kumara, Sustainability Project Manager at Sun Siyam Resorts, the commitment reflects the deeper purpose of Sun Siyam Care. “Conservation is not a single moment. It is a process that requires patience and consistency. With Kalo, we committed to being part of that journey from rescue to release. Every month of support is an investment in his return to the wild,” said Upul.

In the month that marks World Wildlife Day, observed on 03rd March, Kalo’s story serves as a reminder that conservation is not abstract. It is individual. It is long term. And it depends on partnerships between public institutions and responsible private sector actors. In a landscape where habitat loss and human–elephant conflict continue to threaten Sri Lanka’s wild elephant population, sustained commitments like CarePhant demonstrate how responsible tourism can contribute to tangible, measurable conservation outcomes.

Sun Siyam Pasikudah, which holds Travelife Gold Certification and operates under the broader Sun Siyam Care sustainability framework, integrates conservation, local sourcing, and community engagement into its daily operations. The CarePhant project builds on that foundation by linking responsible hospitality directly to wildlife protection.

Three years from now, in 2029, Kalo is expected to walk beyond the protective boundaries of the Elephant Transit Home and into Udawalawe National Park as a young wild elephant. Every veterinary check, every month of nutritional support, and every bond formed within his herd brings him closer to that moment.

“When Kalo walks back into the forest in 2029, it will mark the completion of a journey that began in crisis but was sustained through commitment,” added Arshed Refai. “We are proud that Sun Siyam Care is part of that long-term promise.”

Until then, Kalo continues doing what young elephants at Ath Athuru Sevana are meant to do: growing, learning, and preparing quietly for a life in the wild.

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Pakistan’s 86th National Day celebrated in Sri Lanka

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The High Commission of the Islamic Republic of Pakistan and the Pakistani community based in Sri Lanka celebrated the 86th National Day of Pakistan with traditional flavour and resolve to make Pakistan a strong, vibrant and progressive democratic welfare state.

The day commemorates a defining moment that led the foundation for the creation of Pakistan.

The ceremony commenced with the raising of their national flag, fluttering proudly against the morning sky, symbolising faith, unity and discipline, the ideals upon which the nation was built. Dignitaries, members of the diplomatic corps, community leaders and guests gathered in silence as the national anthem resonated creating an atmosphere charged with emotion and national pride .

Cultural elegance added a distinctive charm to the occasion, with traditional attire and warm exchanges reflecting the rich heritage of Pakistan. Guests were later invited to partake in light refreshments, providing an opportunity for cordial interacton and celebration.

Acting High Commissioner of Pakistan, Zunaira Latif unfurled the Pakistani flag to the tune of Pakistan’s national anthem in a ceremony held at the Pakistan High Commission

The National Day of Pakistan is celebrated on 23rd March every year in remembrance of the historic 1940 resolution passed in Lahore, calling for a separate homeland for Muslims of the subcontinent that ultimately led to the creation of Pakistan on August 14, 1947.

Special messages by the President and the Prime Minister of Pakistan were readout, in which both the leaders highlighted the importance of the day and paid tributes to Quaid-e-Azam Muhammad Ali Jinnah.

The Acting High Commissioner of Pakistan in her message on the occasion said that Pakistan and Sri Lanka continue to maintain their traditionally close and mutually beneficial relations, based on mutual respect and trust. She said that the strength of the Pakistan – Sri Lanka relationship lies in diversified engagement in many fields such as trade, defence, science, culture, and education. She also extended sincere greetings and best wishes on behalf of the government and people of Pakistan to the government and people of Sri Lanka.

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