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Salome Gvelesiani: Innovation Forms very Fast in Public Relations Field

Interview with Salome Gvelesiani, Marketing Communications Manager of Agrohub.

Why did you decide to enter this field, and what kind of opportunities does this profession give you?

I haven’t made any specific decision like: ‘’I’m going to be a PR Manager’’. When I was starting out studying, I haven’t even heard of such profession. I I am a specialist of diplomacy and international relations, after which I worked in journalism for long time. I was always interested in communication, observing kinds of ways to share information, and how situation changes due to right or wrong approach. I also got experience in advertising field and I realized, marketing united all kinds of communication, and here I am!

What is it necessary to hold successful communication with the public?

My priority is sincerity, truth always works. You should believe and be sure in what you offer. There is saying: ‘’You can promote bad product, if you are a professional’’, which is not acceptable for me, I may be wrong about this but I chose my principles in this regard.

What three tips would you offer someone just starting out in PR?

Expand acquaintances, always write and speak specifically, in good order and accordingly business. One shouldn’t try to link any trending topics to her company’s PR, it mostly seems ridiculous.

What do you wish you knew before starting your career in PR?

Basic theory, it took me more time to learn it in practice.

Describe a typical work week.

Endless banquets and parties… I’m kidding. It’s a standard work week, a lot of hours spent in the office.

How do you go about finding relevant contacts and sources?

Any tactful way. I never agreed point of view :‘’enter through the window, if the door is closed’’ even as a journalist. I don’t think good PR specialist is the one knowing all Tbilisi, the important thing is to reach relevant people delicately. I’ve never had an experience to call someone for business and get rude response. I always manage to consider their interests and start conversation with this attitude.

How would you prioritize and start your work day?

I’m at work at 9Am, sitting at Agrohub’s open air cafe, drink coffee and watch thousands of cars driving on Marshal Gelovani Avenue, as I think, how much work I should do to attract even more cars to our parking.

What are the skills a Public Relations Specialist needs?

I don’t have any recipe, people with different skills can find unique ways and achieve success. Especially nowadays, when digital technologies changed everything.

What trait do you value the most in your co-workers?

Team-player, namely in our field, when everything depends on strong team.

What is the best PR practice technology can’t change?

I would say human emotion, but I am not sure about it anymore. We live in amazingly interesting era and technologies have already changed approached, agenda of planet. I feel like it can even change intellectual and emotional levels.

What are some growing trends in the public relations industry?

Innovation forms very fast in Public Relations field. Smartphones twisted everything upside down. Any person can spread top story, once she is at the right time and right place and presses Facebook Live button. It takes a lot of thinking to make your story bold among the huge flow of information.