Jyoti Shetty was known as the “proactive lady” among her clients at the Bangalore-based public relations firm Enterprise-Nexus. In fact, so impressed were some of her clients with her prompt responses that they eventually encouraged her to launch a start-up of her own. While one client gave her office space, three others shifted allegiance to her firm. Today, Shetty heads a public relations outfit in Bangalore called — not surprisingly — Proactive Public Relations. Eight years on, she admits that her USP remains a prompt response to clients’ needs and media queries.

In the fast-paced world of public relations (PR), the key word is communication. “With the help of my laptop and Blackberry I am available 24x7 to my clients and the media,” says Shetty. As the interface between the media and the company, the PR executive has to effectively communicate the company’s point of view to the press. PR is, thus, an important management function and means serious business.

With the entry of international PR firms such as Burson-Marsteller, Text 100 and Ketchum into India, and an ever-increasing interest among companies and individuals to maintain a public image, the PR profession today holds tremendous employment potential. “The PR industry is rapidly growing and there is constant need for quality professionals,” says Ashwani Singla, CEO, Genesis Burson-Marsteller. Indeed, most PR agencies complain about a shortage of good executives.

From working in government agencies to image management for celebrities, a PR professional has several job options. As a PR professional, you can either join an organisation’s PR department or work for a PR firm with several client companies.

The industry values individuals with good writing and interpersonal skills, along with efficient organisational abilities. “A PR person needs to have an overall understanding of the communication process. You need good communication skills, a clear understanding of media functioning, managerial qualities, especially in regard to problem solving, and a readiness to put in long hours,” points out Jaishri Jethwaney, professor of the advertising and public relations course at the Indian Institute of Mass Communication (IIMC), Delhi. You also

Extroverts who like meeting people find themselves naturally attracted to the profession. Take Roopa Somasundaram. As a teenager Roopa enjoyed meeting people and building new relationships. So when it came to choosing a profession, she did not have to look too far. “With my inherent qualities I felt that I was meant to be in PR,” says Roopa, who works as a PR executive with VLCC in Delhi.

But if you think PR is just about meeting people and wining and dining them, think again. Often, it is tedious work that involves sending endless press releases, follow-ups with media persons and moments of distress if your client’s news is ignored. “PR is not about smooth talking and being sugary sweet. You need perseverance and resilience to follow the media. There is a lot of hard work involved in getting that article printed,” tells Shetty.

On a daily basis, a PR’s job involves writing and editing reports, press releases, articles, news letters, annual reports and speeches. At the same time, they have to maintain good relations with the press as well as be good organisers as they arrange meetings, events, press interviews, exhibitions and press conferences.

The PR executive also plays an active role in management decisions by analysing trends, researching public opinion and projecting a positive corporate identity. So as a senior manager with a leading PR firm in Mumbai, 27-year-old Snigdha Nandan has to manage a group of corporate accounts. Her responsibilities involve the development of account strategies, account planning, quality management, ensuring compliance with plans and flawless delivery to clients. “I have learnt that it is critical to be able to think like the client to develop and sustain client comfort,” says Nandan. Seasoned players tell us that a good PR executive should be aware of his client’s product and should have a deep insight into the industry.

Starting at the executive level in a PR firm, you will move up the ladder as a senior executive to being an account head and finally reach the level of the director. You can get a starting salary between Rs 2.5 and Rs 3 lakh per annum, depending on your employer’s profile. At a big company, the head of PR often commands huge salaries.

If you have the right aptitude, quite a few courses will prepare you to enter the challenging world of PR. Some of the prominent ones are: the one-year PG diploma in advertising and PR at IIMC, Delhi; one-year postgraduate course in PR and corporate communications at the Xavier Institute of Communications, Mumbai; PG diploma in communication management at Symbiosis Institute of Mass Communications, Pune; PG diploma in public relations at Sophia College, Mumbai. These institutes conduct a written admission test followed by a group discussion and an interview. If you want to study while working, you have the option of joining the evening courses at YMCA, YWCA or the Bharatiya Vidya Bhawan in your city.

So why wait? If you are a suave talker with good networking skills, make a career out of it.