Nutsa Shavladze: I See Technologies as a Means of Communicating With the Public More Efficiently
Interview with Communications Director of Georgian Business Association Nutsa Shavladze.
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
My specialty is international relations, and I have a master's degree in this field. I chose Journalism as a minor, and am currently a PhD student in Mass Communications at Tbilisi State University. I hope to present my doctoral thesis soon on the principles of public relations and visualization.
Why this specialty? Because I always had a great deal of interest in the people who lived in this business. Truth be told, the term "fourth estate" proved to be very appealing, as it reminded me of the fact that it was directly or indirectly in the service of the people, where you, as an individual, could show and tell the truth to the public.
Truth is, it is a value that plays a special role in the lives of people, we seek the truth everywhere and in all things, we want to be righteous. Perhaps this desire exacerbated the determination that this specialty was chosen as a field for which I work with great enthusiasm, and full force.
What challenges do you face as a leader in marketing, during a time of technological change?
Technologies are the true luxury of the 21st century. There are many more exciting things ahead of us in this regard. I see technologies as a means of communicating with the public better, more efficiently, and faster.
There should be concepts, ideas, tasks relating to communication. I'm glad to be doing this right now and today, because you could imagine, for example, Joseph Pulitzer, using modern technology, that we have access to; how much more interesting news we could learn from him, his personal or other public affairs. Modern technologies make working in this field even more interesting.
Disseminating information, finding a broader audience for that information, and taking over new spaces. Modern people should be provided with the entirety of information, and progress is very valuable in this regard. New media technologies must also serve people.
What has changed in the field in the last 5 years, and what changes are expected?
Professionalism, quality, raising standards. everything changed. Growth and development are obvious.
The jobs we are doing are not simple, and it is necessary to understand them. So I think we need to learn to appreciate, support, and enjoy each other's success, as it strengthens us even more. It empowers both us, and the community as a whole.
What do you think are the most important qualities a marketing manager should have, and what is his or her role in the organization in general?
Perhaps I will be banal, but I will have to repeat the phrase PR's role in the organization is crucial. One can do very good things, benefit the community in particular cases, but no one will know unless you talk about it aloud. I don’t mean populism; when somebody is doing something, just say it out loud, but a need that even the same community or particular target group knows what benefits you can bring to them. This sets up our expectations.
As for the qualities, of course, someone working in this field must be curious, a natural searcher, energetic, as well as restless, with a talent for big picture analysis and perception. One must be incredibly hard working, and avoid complacency. One should constantly be focused on innovation and creativity.
What do you do to keep the organization from falling behind on the latest trends, and keep applying innovative approaches to marketing?
All instruments are being used. Starting from tech startups to the methods that are fundamental to our field. I believe that the most important thing at this time is to make sure you do your job in a good, faithful and honest way.
What is needed for successful communication with the public?
Sincerity, empathy, and the right choice of words are essential to building successful communication with the public. Proper timing and proper forms.
One word that describes your job.
Communication.
The most useful advice you’ve ever received in your life.
I received the most useful advice in life from my father, when I was a child. While living abroad, my parents used to take me figure skating; usually, my mom would take me to attend a class. I remember one day, my father came back early from work, and arrived to pick me up with my mother. I remember the feeling of wanting to show him how gracefully I danced, but I slipped and fell down. The horrible feeling of shame, defeat, expectations that didn’t come true. That’s when I heard his voice, "Come on sweetie, don't stop." I got up and continued to skate, and after that I still hear these words when I encounter every obstacle, and it gives me the strength to do more.
Think of a person who inspires you professionally.
Here, one can remember a lot of talented Georgian people, and I’m very grateful to them, but not to miss out anyone, I will recall foreigners.
Speaking of professional inspirations and just that, I would highlight Oprah Winfrey. She is a symbol of hard work, struggle, and victory for many people. For me, she is the quintessential strong woman, who can speak up on important, painful, and truly essential issues. A woman who has the moral right to speak on these issues, and is committed to principles in both their professional and personal lives. And the biggest inspiration, in the professional sense, to me, is this quote: "The secret to success is that there is no secret - work hard and reach your goal."