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Photo/ Sebastien Canaud

Anano Gomarteli: PR Manager Should Never Think She’s Good Enough

Interview with Business Association of Georgia Advisor to CEO for Public Relations Anano Gomarteli

Why did you decide to enter this field and what kinds of opportunities does it give in terms of career growth?

I chose this field, even back then, 15 years ago when it was not so popular in Georgia. As for career growth, if you are being intuitive and passionate at what you do, you will achieve success.

What is it necessary to create successful branding and creative concept, what are the stages of this process?

First of all, it depends what kind of branding and concept we discuss. All companies and products need an appropriate direction. It’s important to define the aim and ultimate outcome. Correctly chosen branding is a key your audience to receive your message correspondingly.

What three tips would you offer someone just starting out in PR?

This profession isn’t based on precise sciences, besides trends are changing constantly. Any person working in direction of communications, has chosen her own way and follows it. Although, there are some nuances which helps your case run. I would name: constant self-development, maximum number of contacts, and a skill to work under undefined schedule.

Describe your typical week.

I spend most of my time at work, daily works, new cases, receiving and sharing information. I try to make weeks more diverse and different from each other.

What has changed in PR industry over 5 years?

The main instrument of PR has been television and print media, until digitalization has gradually started. I can’t say it boldly, that it has fully been replaced, it depends on directions, for instance, political PR is still actual on television format.

Pros of using online platform is that it gives more opportunities in terms of creativity and communication with public, it lets us hold direct communication with customers.  

How would you go about finding relevant contacts and sources?

Existing contacts. Wider range of contacts you have, it gets easier to reach new ones.

What are the skills required for successful PR Manager?

Not only professional, but general education, constant self-growth and most importantly precise feeling of your company’s audience. Crisis management is also quite crucial. I guess, once you think you are good enough, that’s where your career ends.  

What are some of the growing trends in the public relations industry?

Trends change in any field, although it never comes back in this field. As mentioned above, everything goes to digital media direction. There are some subtrends too, in terms of commercial brands – communication through influencers, that might not be as trendy some day. More simple, available and user friendly the brend is, more loyal is its customer.

What are your predictions about PR industry, what challenges will it face in 5-10 years?

I would implement it myself, if I could make predictions. All I can say is that this field is always trendy, growing and important for everyone.

How do you create customized branding for multichannel marketing campaign, when most of the companies are focused on customer nowadays?  

Large team and a lot of work stands behind. It’s defined based on our existing or potential clients by statistics, researchs, user bases, their behaviour, feedback and so on.