Sopha Gujabidze: "The digital revolution and the information age have dramatically changed the field of communications"
Interview with Sopha Gujabidze, Head of External Affairs of ISET – International School of Economics at TSU and ISET Policy Institute
Tell us about how you got into the field of marketing, and what factors played an important role in choosing this profession?
One of my favorite phrases during my studies was ‘Love what you do and do what you love’. I simply solved this puzzle: I knew that communicating with people of different ages, nationalities, traditions, and values would always make me happy. That's why I decided to start my career in this field.
Amidst the technological changes, what challenges do you face?
The digital revolution and the information era have greatly changed the field of communications. Before technological changes, radio, television, and print media dictated the rules of the game, the timing, and method of communication. Today, in the digital era, the ball is on the customer's court, and he or she chooses the form, method and pace of interaction. As a result, consumers have become more demanding and tasteful. However, this is not a challenge. We can convert it into opportunities as we have the chance to reach our customers anytime and anywhere.
What has changed in the field in the last 5 years, and what changes are expected?
Communication has become more diverse, channels of communication have multiplied, and users have become accustomed to receiving information quickly and easily. Consequently, more creative but simpler ways to interact with customers are needed. However, a multitude of channels and a variety of technologies have simplified personalized, targeted communication. Today, you can easily identify your target audience and offer customized, diverse content and products.
It is difficult to predict what changes to expect. Each technological innovation changes our business and our lives. The key is to enjoy the process.
What do you think are the most important qualities a PR manager should have, and what is his or her role in the organization in general?
The role of PR and marketing is paramount in every organization: the bridging organization with the public. The role of PR and marketing in education and research is extremely interesting. It's a constant pleasure to share success stories of students, alumni, professors, outreach to potential students, present interesting research outcomes, and, of course, build ISET's image.
What do you do to keep the organization from falling behind on the latest trends, and keep applying innovative approaches to marketing
I am very lucky in this respect, as I am constantly interacting with the Generation Z, aka digital natives. Day-to-day interaction with students is a guarantee of not falling behind on the latest trends and innovations. In addition, the ISET has an extraordinarily trendy team. By the way, Economists are very creative people.
What is needed for successful communication with the public?
Ideas, courage, sincerity and a team of professionals.
One word that describes your job.
Rewarding
The most useful advice you’ve ever received in your life.
Ask "why?", always, before making any decisions before agreeing or refusing to do anything, to go anywhere, before starting a case – ask "why?".
Think of a person who inspires you professionally.
My inspiration may occasionally be Elon Musk, or Ellen DeGeneres, sometimes a of Coldplay's song, or a book of Liosa, or Matt Groening and any of the Simpsons series, even of a fancy currency of any country. One can always find inspiration in anything or anyone.