Please tell us about your foray into the field of activism as well as public relations. How did it begin for you? I’ve been a political activist since I was in my early 20s and living in London, UK. I used to work with the minorities, basically for the “rights” of the black and South Asian communities. Once I returned to Pakistan, I got involved with trade union work and later the Women’s Action Forum. I came to public relations by chance. When our son Omar Jamil returned to Pakistan, after decades abroad, he decided to set up Latitude CRS. I had no idea that public relations could actually be a career path! Before undertaking public relations as your profession, what were some social or welfare causes you were actively a part of? Since I returned to Pakistan in the 1980s, I got involved with the Trade Union Movement at Wyeth Laboratories. Those were very dark days of President Ziaul Haq, his brutal Martial Law and days of terrible political victimisation. I also got involved in the fringes of political activism because all our friends were directly or indirectly, working towards the same end; to resist the tyranny of the Martial Law regime. Those were days of public floggings, our close friend Salmaan Taseer was arrested and taken to the notorious Lahore Fort, etc. Then I was involved in the Movement for the Restoration of Democracy with Salmaan Taseer too. Around 1985, the WAF was set up and I was also one of the founder members. Those were heady days. What have been some of the challenges you have faced when venturing forth in the field of activism and public relations? How have you managed to overcome these obstacles? Frankly the challenges came from government restrictions on politics, on the role of women, our resistance to the anti-women laws of General Zia’s rule, and the general attempt to make women as invisible as possible. There was also a ban on political parties, so all political work had to be done underground or surreptitiously. Even to print a pamphlet one had to do so secretly because it was illegal. Please share with us your association with the biggest cultural event of Pakistan, which is the Lahore Literary Festival. Being on the board of governors, what are some of your responsibilities and duties in making the LLF such a huge hit? As you know the Lahore Literary Festival is the brainchild of Razi Ahmed, who is the dynamic CEO. In 2013, he came to me with this idea, and whether I would be interested in working with him. It took me a few seconds to jump at his offer and the rest, as they say, is history. The remarkable thing about the LLF is that the entire team is still based on volunteers; it is a sheer labour of love. From Mohsin Hamid to Ahmed Rashid, to Hameed Haroon and Aneela Shah, Salima Hashmi, Naazish Ataullah and Khaled Ahmed, all are very diverse and bring something unique to the organisation. We have the added advantage of having on board both of Razi’s brothers Attiq Ahmed and Fasih Ahmed, along with experts like Nayyar Ali Dada and Dr Pervez Hasan. So, there is a lot of support. We talk, discuss, agree on parametres, and get cracking. As a board member, I’m closely involved in the entire process of consultation but decisions are made jointly. Our biggest challenge has been the security aspect in Pakistan, and Lahore especially. The past three years due to security threats, we have had our event cancelled, curtailed, relocated, etc. But, we have continued undeterred, and have a commitment to the city of Lahore and its people that the show must always go on. In just five years, we have brought several hundred renowned international speakers to Lahore and interacted with some of the best minds in Pakistan. ‘Be prepared for any eventuality. The show must go on’ Other than Latitude PR, what else are you working on? My life is packed like a can of sardines. And I won’t change it for anything in the world. I’m on the board of several organisations, but my “other” love is Sanjan Nagar Public Education Trust. Growing up, who have been some of the activists and public relation moguls, you have deeply admired? At my age there are many people I have admired deeply. Both my parents had a huge influence on me. I admired Dr Eqbal Ahmed a lot. Dr Mehbubul Haq was another person in our lives. I knew Pathanay Khan extremely well and spent a lot of time with him and also Jalib sahib. One was meeting Faiz sahib, Tahira Mazhar Ali Khan, so such extraordinary people constantly enriched my life. I respect and admire both sisters Asma Jahangir and Hina Jilani for their indefatigable work for women’s rights and human rights, and always acting as a voice of conscience. Edhi sahib was an icon. My daughter Nadia Jamil. I think young people like Selina Rashid and Omar Jamil are trail blazers for choosing public relations as a career. I think most Pakistani companies were more marketing and advertising companies, rather than companies that provided strategic branding and corporate solutions. Razi Ahmed for creating the LLF, which is not only a platform but also an annual event in Lahore, New York and London. My friend Hameed Haroon for being that ultimate Renaissance Man. He is truly extraordinary. What have you learned the hard way in your profession? Be prepared for any eventuality. The show must go on. What according to you has been your biggest achievement so far? I’m still waiting to achieve something big. But human relationships, I would say. Describe a typical day in the life of Nusrat Jamil. I work very hard. I love hanging out with my husband JJ, who is my alter ego, and my soundboard. He’s invariably right! I love spending time with my younger sister Dr Nasreen Rehman who has recently moved to Pakistan. I can’t imagine life without my close friends. And of course my grandsons. I love my home. What is your vision for Pakistan and what does it mean to be Pakistani for you? After living in London for 15 years we chose to return to Pakistan, so that we could make a difference. I have never regretted coming back. But Pakistan is a huge test of one’s resilience. We are adept at taking one step forward, and two steps back. Our current political scenario is one such example. Being Pakistani means you love food, music, cricket, desi clothes, Ali Sethi, Madam Noor Jehan, Nusrat Fateh Ali Khan, Abida Parveen, qawwali and Data Darbar! You are a renowned activist and publicist. What motivates you to excel no matter what? Bad habits die hard. Please share with us an unforgettable experience during your career. It was a nightmare I had predicted! So, would rather not remember it. We, at Daily Times, consider you one of our national heroes. Who are some of yours? Salmaan Taseer, Abdul Sattar Edhi, Dr Adeeb Rizvi, my darzun (tailor) Hameeda who has brought up and educated children and grandchildren under tragic and hideous circumstances, by never begging but stitching clothes. And now has a small enterprise selling quilts. She makes and I sell! It’s a dream team! Achievements MULTI-TALENTED The renowned Nusrat Jamil is a woman of many talents and has mastered all of them. She is not just a recognised and a highly successful PR mogul, but also an activist, philanthropist and cultural icon owing to her affiliation with the Lahore Literary Festival. IN GOOD COMPANY Nusrat Jamil is a well-connected woman, to have rubbed shoulders with some of the best minds of Pakistan, and has worked with internationally recognised distinguished figures, all at her speed dial! PUBLIC RELATIONS MOGUL Nusrat, together with her son, Omar Jamil, heads and helms Latitude CRS, one of the most reputable public relations company in Pakistan. LITERARY ICON Nusrat is on the Board of Governors of the Lahore Literary Festival, considered the largest cultural event in Lahore. THE REBEL WITH A CAUSE Nusrat has been a prominent activist being one of the founding members of the Women’s Action Forum as well as the Trade Union Movement and also the Movement for the Restoration of Democracy. She was involved in political activism resisting the tyranny of the Martial Law regime of late General Ziaul Haq. A DEDICATED PHILANTHROPIST Nusrat is at the helm of affairs of the Sanjan Nagar Public Education Trust as well as on board with several philanthropic organisations. She also markets her female tailor’s quilt manufacturing business and helps her sell. Published in Daily Times, August 21st 2017.