Interview with Head of Marketing and Public Relations department, Tamar Dighmelashvili.
Why did you decide to enter this field, and what kind of opportunities does this profession give you?
I’ve always realized I must choose a profession based on what activities I enjoy. Marketing and Public Relations is an art for me, diverse and infinite, and thus very interesting. It gives me a chance to bring my personal and professional interests together. I love communicating with people, the process of creation and implementation. This is something I do with joy.
What is it necessary to hold successful communication with the public?
I think it’s important to speak with ease to hold a successful communication with any person or group of people. Public Relations is bilateral purposeful communication between an organization and its target audience to meet one another’s interests.
If your messages are clear and simple, the aim can be achieved more easily.
Three tips you would give to someone who wants to work in this field.
My advice would be: be free, think out of box. I think that’s how healthy ideas are born that are spread all over the world. Communicate with free, creative and limitless people: it played a huge role in my personal development.
Be positive – it’s crucial to have the skill of seeing positive points in a negative topic. Think positive, this is a weapon that can help reach the audience.
Think like a child – as if there are no limits, and see beyond the task in a different way. Never think as an adult, and if someone shows you a painting, never see a hat; be able to talk about stars and forests. Meet every difficulty with a child’s enthusiasm and agility.
What do you wish you knew before you started your career in PR?
I wish I was more multilateral in terms of general education, and more informed on various topics.
Describe a typical work week.
None of my work weeks are typical, usually they are all different from one another. New projects, new people, new challenges.
What is the best way of finding relevant contacts and sources?
Along with digital technology development, it gets easier to find relevant contacts and sources. If you have a skill at easily directing relationships, your acquaintances will expand daily.
Of course there are popular ways like official meetings, attending and participating in events, exhibitions, conferences, but it’s important to hold harmonious relationships with them.
How do you prioritize and start your work day?
My work day starts bright and early, mostly with music. I always look through news of my subscribed channels and social networks, then I check my to-do list and add some more tasks, of course all of these with coffee.
What are the skills a Public Relations Specialist need?
We partially discussed a PR Manager’s skills, if we want to review it in more details, I would add creativity, logical mind, agility, adapting to any environment easily, analytical thinking and sense of humor, which I think is the most important aspect in our field, as well as in general for a human being.
What trait do you value the most in your co-workers?
A sense of responsibility, professionalism, critical thinking, healthy communication skills.
What are some of the growing trends in the public relations industry?
I would say, the latest trend is content marketing, which is getting more and more efficient. This was caused by a large number of communication channels with customers, and consequently, it got harder to influence people by standard advertisements.
Also, artificial intelligence development will be a revolution for the marketing and public relations field, as the internet changed our lives a few years ago.
Although artificial intelligence can’t replace a human, it will enable us to give our routine work to them and allow people to spend more time on generating ideas.