Public Relations

Asmita Kaushik | Head - Business Operations | Conceptree

What is Public Relations?

A Career in Public Relations is very intriguing. Understanding Why one wants to choose a Career in Public Relations is phenomenally more important than figuring out How to get into Public Relations. Just like you would normally not trust a non Doctor with names of medicines, you should also not trust opinions about Public Relations from non professionals.

Head - Business Operations Asmita Kaushik invested 4 years in Public Relations. Head - Business Operations Asmita Kaushik outlines Public Relations as:

Public relations is the practice of managing the spread of information between an individual or an organization and the public. Public relations may include an organization or individual gaining exposure to their audiences using topics of public interest and news items that do not require direct payment.

How Head - Business Operations Asmita Kaushik got into Public Relations?

After graduating in Journalism & Mass Communication, I went on to do masters in Journalism & Mass Communication. I have a certification in English from British Council of India. I worked at Weber Shandwick for some time before deciding to move back to Dehradun. I joined Conceptree in 2015 and have been working there since then. I am Head of Business Operations at Conceptree.

Head - Business Operations Asmita Kaushik's Talk on Public Relations

The Journey of a Public Relations Professional: Insights from Asmita Kaushik on Passion and Perseverance In the vibrant world of public relations, where communication meets strategy, Asmita Kaushik stands out as a dedicated professional with nearly four years of experience at Conceptry in Dehradun. Armed with degrees in journalism and mass communication, Asmita paved her career path through various internships, ultimately finding her niche in PR. In this article, we delve into her journey, exploring the essence of public relations, the educational background, skills required, the positives and challenges of the field, and a typical day in her life. What Is Public Relations? Public relations (PR) is a strategic communication process that builds mutually beneficial relationships between organizations and their publics. PR professionals work to create a favorable image for their clients, which may include individuals, companies, or brands. Asmita explains that the goal is to position clients aptly in the market, fostering goodwill and effectively communicating with target audiences. The intricacies of PR include understanding both internal and external publics, crafting compelling narratives, and managing the ethical aspects of communication. This multifaceted approach blends creativity with tactical execution, vital for a thriving career in the industry. Education Public Relations To embark on a career in public relations, a sound educational foundation is crucial. Asmita emphasizes that her journey began with a bachelor’s degree in journalism and mass communication, complemented by a master’s in the same field. These academic programs provided her with essential theoretical knowledge about branding, communication ethics, and media relations, all fundamental to excelling in PR. Journalism Although her primary focus is on public relations, Asmita’s education covered various aspects of journalism, which play a significant role in her current profession. Journalism instills the ability to remain unbiased and factual, essential traits that help PR professionals communicate effectively and maintain credibility with the media. The distinction between the two fields is important; while journalists aim to report impartially, PR experts curate narratives that highlight their clients favorably. News Writing A significant portion of PR work involves drafting press releases and news articles. Asmita describes the importance of mastering news writing, emphasizing the 'five W's plus one H' approach—who, what, where, when, why, and how. This structure helps PR professionals convey the most pertinent information succinctly, ensuring their stories gain media attention. The technique of inverted pyramid writing, where the most crucial details are presented upfront, is a staple that Asmita utilizes daily in her role. Marketing & Advertising Understanding marketing and advertising principles is vital for PR practitioners. Asmita notes that knowing how to strategically place advertisements and promotions can significantly enhance a client's visibility in the market. For instance, developing targeted advertising strategies for events ensures the right audience is engaged, an essential aspect of successful PR campaigns. Photography Photography is another skill Asmita acquired during her studies. In PR, visual content can be equally as important as written communication, especially during event coverage. The ability to take quality photographs and manage visual storytelling adds depth to Asmita's PR efforts, enabling her to document events attractively and effectively. Skills Confidence A key skill that Asmita developed throughout her career is confidence. Engaging with various stakeholders—clients, media personnel, and the general public—required her to cultivate self-assurance. This confidence not only helps her navigate challenging conversations but also enables her to network effectively and build meaningful relationships in her field. Communication Skills Effective communication is at the heart of public relations. Asmita highlights that working in PR hones one’s ability to articulate thoughts clearly and persuasively. This skill is crucial for negotiating with clients and coordinating with media outlets, ensuring that the client's message is delivered effectively and resonates with the target audience. Writing Skills Writing is fundamental in the PR industry, and Asmita notes that her writing skills improved dramatically through practice. As a PR professional, she is often tasked with creating press releases and marketing materials. The ability to convey a message crisply and engagingly has become a significant part of her daily responsibilities. Right Analysis of Client's Needs Understanding and analyzing a client’s requirements is another crucial skill Asmita mentions. This skill comes with experience, enabling her to identify what clients need from a campaign and how to fulfill those expectations effectively. Recognizing specific goals—such as pre-event coverage versus post-event evaluations—allows for tailored strategies that effectively meet client objectives. Right Positioning of News Positioning news is a responsibility that requires creativity and strategic thinking. Asmita explains that not all news is newsworthy, and a PR professional must shape a narrative that highlights the importance of a client’s announcement or event. This entails crafting stories that editors and audiences find compelling, ensuring that client messages receive optimal exposure. Budgeting Budget management is another essential skill Asmita underscores in PR. Clients often operate with strict budgets, requiring professionals to strategize creatively to maximize impact without overspending. By knowing how to allocate resources effectively, she ensures that her clients receive the best value for their investments, whether through advertising or media promotion. Positives Constant Learning One of the most rewarding aspects of working in public relations for Asmita is the opportunity for constant learning. The dynamic nature of the field means every project offers new experiences and insights. Asmita enjoys this variety, which allows her to broaden her skill set continually and stay engaged with emerging trends in communication. Networking & Exploring The networking opportunities in public relations are significant. Asmita relishes connecting with diverse individuals and uncovering new ideas and perspectives. This networking extends beyond her immediate colleagues; attending industry events helps her forge relationships that can lead to exciting collaborations and projects. Monetary Potential While financial success is not Asmita’s primary motivation, she acknowledges that public relations can be a lucrative career path. With dedication and a commitment to excellence, hard work often leads to rewards. Asmita believes that passion and perseverance in her field naturally lead to financial incentives as well. Challenges 247 Availability The demanding schedule of a PR professional can be challenging. Asmita emphasizes the need for 24/7 availability. Events often take place outside of traditional working hours, meaning she must be prepared to work weekends and evenings. This commitment requires a mindset shift, viewing her role as a vital part of her clients’ success. Meeting Client Expectations Clients often have high expectations, sometimes unrealistic, about media coverage and public response. Asmita acknowledges the pressure to deliver results and the importance of managing client expectations effectively. Clear communication is key to ensuring clients understand the PR process and the intricacies involved. Unethical Practices Dealing with ethical dilemmas can also be a challenge in the PR landscape. Asmita recounts situations where clients might expect paid news coverage or press releases that don't align with journalistic ethics. Upholding integrity while navigating these demands can be difficult, but Asmita remains committed to ethical standards in her practice. A Day Of* Public Relations A typical day for Asmita begins by reviewing her schedule, assessing her commitments for the day—be it an event or office work. On event days, her focus shifts to drafting news releases and coordinating with media personnel to ensure proper coverage. Conversely, when there are no events, she engages in planning upcoming projects, pitching new ideas, and handling administrative tasks such as documentation and billing. In summary, Asmita’s journey in public relations showcases her passion, resilience, and commitment to her craft. This profession not only enables her to express her creativity but also allows her to connect with others, making each day a unique opportunity for growth. Public relations is a vital field that shapes perceptions and builds reputations—crafting narratives that resonate in today’s complex communication landscape.

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How to get into

Public Relations?

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Links for this Talk

Head - Business Operations Asmita Kaushik's LifePage:

[LifePage]
https://www.lifepage.in/page/asmitakaushik

LifePage Career Talk on Public Relations

[Career]
https://www.lifepage.in/careers/public-relations-1

[Full Talk]
https://lifepage.app.link/20190222-0004

[Trailer]
https://www.youtube.com/watch?v=4kEeyzg8asE

(Public Relations, Asmita Kaushik, Conceptree, Head, Business Operations, News, Branding)

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