Public Relations

Asmita Kaushik | Head - Business Operations | Conceptree

What is Public Relations?

There are many nuances of a Career in Public Relations. One should first understand What a Career in Public Relations entails before investing time and effort to figure out How to start a Career in Public Relations. It is best to learn about Public Relations from a real professional, this is akin to getting it from the horse's mouth.

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

Exploring a Career in Public Relations Public relations (PR) is a vibrant and dynamic field that serves as the bridge between organizations and the public. As we dive into the insights shared by Asmita Kaushik, an experienced PR professional, we'll explore what this career entails, the necessary education and skills, the positives and challenges associated with it, and what a typical day looks like in the life of a PR expert. What Is Public Relations? Public relations involves managing the communication between an individual or organization and the public. Its primary goal is to create a favorable image and build relationships with various stakeholders while positioning clients effectively in the marketplace. As Asmita explains, PR companies assist clients in branding themselves and promoting their values in a way that resonates with their target audience. For example, a tech startup might hire a PR team to navigate its launch in a competitive market, ensuring that their innovative message reaches the right consumers and media outlets. Education Public Relations Foundations A solid foundation in public relations is critical for success in the field. Typically, this begins with a degree in journalism or mass communication, as these programs equip students with the necessary theoretical knowledge about media and communication principles. Asmita’s education background, which includes a bachelor’s and master’s degree in journalism, highlights the importance of understanding what public relations demands. Through formal education, aspiring PR professionals learn strategies to create positive branding, a fundamental aspect of their future roles. Journalism Insights Education in journalism prepares individuals to approach storytelling with objectivity while recognizing the ethical implications tied to media communications. As Asmita points out, while PR work allows for some bias in favor of the client, the roots of journalism offer essential knowledge about accountability and representation. For example, knowing how to cover a story from multiple angles shapes a PR professional's competencies and enhances their effectiveness in the field. News Writing Skills Being proficient in news writing is vital in public relations; it underpins most activities in this profession. Asmita emphasizes the five W's and one H (Who, What, Where, When, Why, and How) as critical elements of news writing. Crafting concise, impactful press releases and news articles is at the heart of effective public relations strategies. PR professionals must ensure that they communicate clients’ messages clearly and engagingly, which further illustrates the significance of writing skills in this career. Marketing & Advertising Knowledge of marketing and advertising is equally crucial, as PR efforts often overlap with promotional tactics. Asmita explains that an understanding of marketing principles enhances a PR professional's ability to devise advertising strategies tailored to their clients’ needs. For instance, if a client wants to promote a community event, the PR professional might apply strategic advertising approaches to engage the right audience effectively. Photography Basics Having a grasp of photography can also be beneficial in public relations. Whether covering an event or capturing moments for social media, basic photography skills help create visually appealing content. For example, as Asmita experiences in her role, being able to take quality photos during a last-minute event can save time and ensure that visual storytelling aligns with the client's brand image. Skills Confidence One of the key skills developed in public relations is confidence. Asmita recounts how working in PR has enabled her to engage effortlessly with people from diverse backgrounds. This self-assurance is essential as PR professionals often represent their clients in numerous scenarios, from media interactions to networking events. Assertiveness can significantly impact the quality of the relationships built and the success of campaigns executed. Communication Skills Strong communication skills are fundamental to a PR professional's role. Asmita highlights how effective storytelling and presentations can shape public perception. The ability to articulate complex ideas clearly and persuasively is vital, particularly when addressing audiences or collaborating with journalists. For example, conveying a client's mission in a compelling way can influence public reception and support. Writing Skills Writing is a daily part of public relations, from crafting press releases to creating engaging content for social media. Asmita notes that regular practice improves writing skills, which are essential for drafting compelling narratives that capture media interest. This illustrates how the profession thrives on communication and the continuous need for text-based creativity. Right Analysis of Client's Needs Understanding client requirements is another skill necessary for success in PR. Asmita mentions the importance of deciphering what a client truly seeks in media exposure and how to deliver that effectively. Real-life experience in responding to client inquiries can hone this skill over time, allowing PR professionals to tailor services that align with client expectations. Right Positioning of News The ability to position news effectively is crucial for PR success. Asmita describes how PR practitioners must frequently assess what makes a story newsworthy and how to angle it to capture media attention. This demands strategic thinking and creativity, as well as a comprehensive knowledge of the media landscape. Budgeting A vital yet often overlooked skill is budgeting. Effective PR requires sound financial management to ensure that campaigns stay within budget while maximizing impact. Asmita discusses how PR professionals often educate clients on budget allocations that yield the best visibility, such as opting for exciting advertising placements over more traditional methods. Positives Constant Learning Working in public relations offers ongoing learning opportunities, making it an exciting career for those who thrive on new experiences. Asmita expresses her enthusiasm for continually evolving in her role, stating that each day brings unique challenges and learning possibilities. This aspect not only keeps the work dynamic but also promotes personal growth and professional development. Networking & Exploring Networking is an inherent part of PR, allowing professionals to build a broad array of connections. According to Asmita, the ability to meet and interact with various individuals enriches the work experience while expanding one’s professional landscape. The exposure to diverse events and people fosters a vibrant community within the PR field. Monetary Potential While money may not be the primary motivation for everyone, the financial prospects in public relations can be promising. Asmita mentions that hard work and dedication often lead to rewarding outcomes. This potential for financial success, paired with a passion for the work, makes public relations an appealing career choice for many. Challenges 247 Availability PR professionals often operate in a demanding environment where availability is crucial. As Asmita aptly describes, the nature of public relations often requires working outside of regular hours, including weekends and evenings, to attend events and meet client needs. This can be challenging but also exhilarating for those who enjoy a flexible and fast-paced work schedule. Meeting Client Expectations Another significant challenge in PR is managing client expectations. Asmita discusses instances where clients eagerly anticipate coverage in major publications, sometimes without understanding the competitive nature of media spaces. Being transparent and realistic with clients is crucial for maintaining trust and ensuring that their needs align with what is achievable. Unethical Practices Asmita notes that navigating ethical boundaries is a constant challenge in public relations. Clients may sometimes request 'paid news' or favor certain narratives that may not be entirely truthful. Upholding ethics while serving clients’ desires requires strong integrity and the ability to guide clients towards more ethical choices. A Day In My Life* In her daily routine, Asmita begins with planning schedules around events or client communications. Her workdays are often varied; on event days, she focuses on drafting news, coordinating with media personnel, and covering the event itself. Conversely, non-event days entail strategizing for upcoming projects, engaging in content creation, and managing documentation for her clients. This variation keeps her engaged and showcases the multifaceted nature of public relations. Conclusion Embarking on a career in public relations is for those who are passionate about communication and eager to connect organizations with the public effectively. As illustrated through Asmita’s experiences, this career path is not only rewarding but also signals a commitment to learning and adapting in a fast-paced environment. For aspiring PR professionals, following their passion can lead to enriching experiences that shape not just their careers, but also their outlook on the interconnected media 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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