The critical role of diaspora engagement in fostering economic development, driving foreign direct investment (FDI) and influencing policy was highlighted at a thought leadership forum organised by the Public Relations Association of Sri Lanka (PRASL) on January 23, 2025.
Delivering his presentation on ‘Unlocking the Power of Diaspora PR’, Dr. Ved Sarvotham, a globally reputed expert and distinguished member of the Public Relations Society of India, shared how diaspora public relations serves as a bridge between home and host countries, creating meaningful collaboration and shared value. Drawing from over 40 years of experience with Boeing and Western Union in the USA and India, Dr. Sarvotham outlined strategies to transform diaspora communities into ambassadors for their homeland, leveraging their emotional ties, cultural connections and professional networks to drive investment, trade and tourism.
“The diaspora represents a unique and powerful resource for nations—not just economically but also culturally and politically,” Dr. Sarvotham said. He showcased India’s successful diaspora engagement model and proposed similar strategies tailored to Sri Lanka’s three-million-strong diaspora.
The event was hosted at GAP headquarters in Colombo and sponsored by Asia Capital PLC. PR practitioners, corporate executives and representatives from Government and Non-Governmental Organisations were present.
Dr. Sarvotham emphasised the growing importance of Diaspora PR as a management science, which respects cultural diversity and taps into the economic power of diaspora communities to create mutual growth opportunities.
The session highlighted actionable insights on the value of cultural sensitivity in global communication, the importance of collaborating with Diaspora organisations and the media, and strategies for building lasting emotional connections with these audiences. Discussions also explored the next-generation engagement with a focus on cultivating ties among second and third-generation emigrants.
PRASL President Mushthak Ahamed said, “The insights shared by Dr. Sarvotham resonate deeply with Sri Lanka’s ongoing efforts to drive investment, FDI and engage Sri Lankan communities beyond our shores more meaningfully. Diaspora PR is about building long-term connections that benefit the country and its people – wherever they may reside.”
As the first event for 2025, PRASL continues to deliver value to its members, equipping professionals with the tools to navigate the complexities of the modern communications and public relations landscape.
