“A PR personnel is an Image Smith. His/her job is to create a positive image for the client/s and enhance their reputation. It is a way of communicating ideas or creating favorable perceptions in the minds of people. The client can be a company, an individual or government,” explains Parag Desai, MD, Universal communications, an entertainment-based PR firm.
Skills needed
To be successful in this field, “One should be a people’s person. One should be enterprising, have a good hold over language and have great convincing powers,” states Desai. “Patience and good communications skills are important,” adds Gupta.
Eligibility
There are various courses available for candidates aspiring for a career in PR. Since it’s more of an on-the-job training, there is no hard and fast rule in terms of the qualification required. However, candidates with a background in journalism or a certification in PR are always preferred. It is the person’s personality and interest that matter.
A Bachelor’s degree in any one of the streams can be complemented with a diploma or degree in Public Relations. “There are also courses in BMM that provides a basic understanding of the work and gives you a professional approach. MBA or postgraduate degree / training in Accounts and Finance are necessary if one is looking at the public sector, banks or government organisations. But best knowledge can be earned through hands on experience on the job” states Gupta.
Challenges
Regarding challenges Gupta says, “It’s a volatile profession and frustration levels are very high because a PR has to depend on third party‘s preferences and whims. Another challenge is that it offers no breaks. This is 24 X 7 professions where you work non-stop and still something is always pending. Burdens are unlimited, expectations are unrealistic and diligence is the key to success, but on must avoid becoming a pest. Media will swat you like a fly. Remember that you are trying to create impressions and generate a brand, not trying to push a bitter pill down somebody’s throat.”
Recession
“Things do get slow in recession but a standstill is never reached. For instance a producer does not make big budget film but to keep the ball rolling makes several small budget films. In the field of entertainment there is always a constant buzz that is required. If producers have a good hold on the actors and an understanding is reached there is never shortage of work for a PR Firm,” says Parag, who has been awarded with the Best Communications and PR of the Year Award at the Indian Telly Awards.
“Image of the company is not really connected with recession. Only reflection of the recession is in terms of remuneration and consultancy charges. It is now almost necessary to give a lot of value additions services to clients to stay ahead of competitors.
When the image of the client is concerned, there is nothing better then giving durability and longevity in lesser amount. Convince the audience or the buyer that they are getting much more then the rupee value of what they are paying for the product. Provide the press opportunity to get views of existing consumers for better and authentic opinion formation,” adds Gupta.
Areas of employment
PR are directed at the community. Every organisation - whether corporate, NGO, government institution - has to manage its reputation with its stakeholders which means public relations jobs can be found in virtually every industry and organisation. Public relations consultants provide communication services for all types of companies in entertainment, finance, fashion, health care, sports, retail, tourism and many other fields.
According to Gupta, who has almost 16 years of experience in the field of media, a career in this field is “Progressive, challenging and interesting. Although this industry has loads of money and glamour, there’s more sweat. Like any other industry, it’s interactive and inter dependent. If one is focused and enjoys the daily challenge, then growth is equally fast.”
One can also choose to start their own firm but it is advisable to work with some existing company as an executive before venturing into self-employment. The field of PR is infinite, just be willing to work long and tedious hours. This industry has no shelf life; hence there is no break. It’s a constant and uphill task.
Remuneration
“Basic salary for any fresher is Rs 7,000 to Rs 12,000. It depends on the candidate’s personality, intellect and the ability to present self-date. If you can sell yourself, do your own presentation well than in two to three years in the industry accompanied with good educational qualifications, remunerations can go as high as any other industry” informs Gupta, who handles diverse clientele from entertainment and fashion, from celebrity individuals to films and production houses.
Institute index
KC College of Management Studies, Mumbai( Maharashtra )
K.C. College Building,
Churchgate,
Mumbai 400020
Sophia College,
Bhulabhai Desai Road,
Mumbai - 400026
Public Relations is a lucrative career option, especially at a time when private as well as government firms are facing global competition. “Public relation is the discipline, which manages the reputation of a person/firm with the aim of developing an understanding and influencing opinion and behaviour. It is a planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its audiences,” explains Neelam Gupta, MD, NR2 - The Image Engineers, a media consultancy firm.
