|Image courtesy: goldenchamber.org|
I have recently completed my master’s degree in Mass Communication. I was always attracted to the mass media and would have loved to work in a production house or in the film industry. But, because I belong to a Business family, I have always been attracted to the business of communication and therefore opted for PR (public relations). I find it the best suited to my interest, education and backgroud.
Before joining PR, my conception about working as a PR person and the job profile was completely different. There was a huge amount of glamour associated with the business. I thought and had been taught too that PR meant creating a good image of a company or an individual. This was through “activities”: social work, charities, stage shows and events. Iin today’s world every business, company or individual wants to grow, earn name and fame. I also thought that the medium of Advertising was more effective for branding than Public Relations could ever be. I mean visibility came through advertising, right???
In February, I appeared for interviews and started working with Finese PR, an agency based in New Delhi. And for the first time in my life I was made aware of what PR really was and how wrong I really was about my expectations from the business of communication.
After my Masters, I was made to un-learn what I was taught! I was told that I needed to read and write. I was to begin from the lowest rung of the ladder, and was asked to read, read and read! The agency has a diverse client roster and I was suddenly looking at categories that I was never aware of: Electrical & Electronics, Wires and Cables, Social Businesses, Technical Education, Markets Research, etc.
So it required a lot of “education” for me. I had to start from scratch and then learn about the categories of interest for individual businesses, before I could do anything about them. Okay, so there were “cheat-code” benefits that I could use: Material already available with my seniors, FAQs on the category, previous media releases and Q&As. I suddenly realized that I was studying way more than what I had during my masters!!!
So here is the "cheat-code" for the beginners in the sector. Nobody ever told me this, but I believe that if I knew what was in store, I’d have been better prepared! Before you believe that you are cut-out for PR, you need to be sure of the following:
- Excellent communication, interpersonal and writing skills – preferably in more languages than one – Hindi and English are a must, in any case
- Drive, competence, flexibility and a willingness to learn – In normal language, work like an ass and do not be cowed down with all that you do not know!
- Excellent organizational and time management skills with the ability to multitask: One is expected to have many many balls in the air at the same time – learn to get 16 hours out of an 8 hour work-day. Not having enough time is not an option!
- Ability to cope with pressure: The kind of business that PR is, the deadlines are always yesterday. There is a huge requirement of “Just-now” responses and one needs to learn fast.
- Creativity, imagination and initiative: In my 4 months in PR, I’ve already had run-ins with all and sundry(read media) and have been called names: useless and several other adjectives. One needs to remain cool, make the conversation get back on track and get the powers to still use our material for our clients. So if you have an ego, forget about PR, or learn to keep in in check! And it is difficult sometimes!
- Business awareness and a good knowledge of current affairs: I thought I was well read, but …
Having said all this, I firmly believe that I have grown as an individual. I now know way beyond what I did a mere 4 months ago, and have lots to learn as I go along. I am hopefully, a better writer and a better communicator than I was earlier. I am still learning the ropes and will have much more to share as we go along. So watch this space…