Interview with Head of Public Relations department of “Telasi”, Valeri Pantsulaia.
Why did you decide to enter this field and what opportunities does it give in terms of career growth?
Of course it’s very interesting and responsible, you need to follow new trends, get acquainted with novelties, while you need to work on yourself a lot. All this creates a basis to become successful. I think, there is no crisis situation that specialist cannot overcome.
I’ve never thought of what opportunities does it give in terms of career growth, as we create opportunities by ourselves with set goals and implemented projects.
What is it necessary to hold successful communication with public?
Setting right strategy is a must for successful communication, that’s based on existing situation analysis, what does society need and expect from us, and sharing it on a very simple language. It’s important communication to be easily perceived, whatever way we use. The priority is to gain trust and positive attitude of public.
What three tips would you offer someone just starting out in PR?
– The first is to get as much information as possible and get acquainted with the area in which you will be employed, because if you do not know the company well, you cannot tell others about it. It is also important to have direct contact and connection with all the decision-makers.
– Second, establish good contacts with media. It is also important to contact with relevant experts and representatives of NGOs who can influence public opinion. The third one is not to afraid of problems and challenges.
I’d also add,PR specialist should be aware of the basics of psychology, sociology, political science, strategic management, marketing and media relations.
Describe your typical work week.
Work Week begins with a review of the weekly plan, meetings and activities. Generally, one year plan is designed to be a pre-requisite, of course there may be an unforeseen and unplanned crisis situation that needs to be dealt efficiently.
How would you go about finding relevant contacts and sources?
Personal meetings, participating in various events. As well as planning and implementing new projects, direct meetings with PR and marketing professionals, to consider exchange ideas and advice.
How would you prioritize and start your work day?
In the morning, before going to work, I receive the news of the day through the morning programs and social media. The working day begins with the meeting with the employees regarding the ongoing work and plans. Then allocate tasks to employees. It is important to have time for intercontinental relationships on different issues.
What skills does one need to be a successful PR Manager?
A lot of work on yourself, strategic thinking, good communication skills, should be trusted by public, quickly and efficiently manage the crisis situation and teamwork.
What trait do you value the most in your co-workers?
Professionalism, punctuality, creativity.
What is the best PR practice technology can’t change?
The human factor can’t be replaced by any technology.Today, many people are talking about creating artificial intelligence and replacing it with a human robot. The main priority of the public relations is to obtain trust in the public, which is responsible for human relationships. But everything can happen if we believe fantastic works.
The development of digital technologies has had a huge impact on PR; we have received a new face of social media, which is becoming increasingly popular and makes it easier to get in touch with different target groups. Visual sensitivity is more actively used during PR campaigns and is a very effective means; Social media has also created the need for rapid reaction in real time. So, in order to conduct successful campaigns, companies are increasingly using social media today, which will continue in the future.