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Dali Pridonashvili: Successful Communication with Public can’t be Achieved if Product doesn’t Allow it

Interview with Dali Pridonashvili, Head of Advertising and Public Relations Department of “Icy -Gurjaani Ice Cream”.

Why did you decide to enter this field, and what kind of opportunities does this profession give you?

I am a psychologist by education,my initial obsession was  psychology of theater and worked on the thesis, but then, when I got into television as a journalist, I realized how interesting this world was. This field is so diverse, depends on many factors and holds a big perspective for a specialist.

This was the time where I got into one more interesting profession as a psychologist- advertising and PR. As a result, I founded advertising studio-I was studying by myself, gathered witty, smart people around. That’s when I got in touch with Gurjaani Ice Cream and since 2000, I manage advertising and public relations of the company.

Public itself is very dynamic and developing organism, consequently relations with them doesn’t allow you career stagnation.

What is it necessary to hold successful communication with the public?

The ultimate goal of the public relations is the realization of the product that your company offers to people, and therefore, I believe key to successful communication is knowing company’s product well and offering it the right way to public.

Besides, constantly being aware of what the market offers, even competitors. You must constantly change the forms, methods, expressions, and still, I will tell you the example of my company-you can not achieve any successful relationship with the public if the product does not allow it. The product can be successfully packed temporarily, but the positive and loyal, long-term dependence of the society happens only with high-quality, distinctive product-for example, like ice cream with a unique taste of Gurjaani.

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

I think the knowledge of theoretical and fundamental grounds is essential in this field. I have my experience with my own practice and I feel constantly needed to acquire more knowledge. PR specialist should catch up with those innovations and technologies that are rapidly developing in this varied field offers. You need to thoroughly learn about your company, each nuance can help for successful PR.

How do you go about finding relevant contacts and sources?

Since 1987, I have had many interesting work experiences in both private or public structures. My copyright program connected me to interesting respondents. Consequently, I collected many contacts and friendly relationships. Even if I didn’t have such experience, it still wouldn’t be too hard, as we have to live in the world holding numerous ways to spread and get information.

How would you prioritize and start your work day?

First I read news and get information, I check e-mail and customers’ feedback, then I update website with our news. I keep my day going with my notebook- when you communicate with many people, your mind is loaded with lots of things to think about, it makes you make decisions simultaneously, so it’s better note down everything and control your schedule this way.

What are the skills a Public Relations Specialist needs?

Professional knowledge is crucial in this field, some special personal characteristics is also important, like: flexibility, intelligence and creative mind. One must have ability to communicate efficiently and convince others.

It is also important that you are deeply aware of your own company’s activities, do not skip any novelty and interesting nuances, always keep your company’s pulse. PR manager is somehow face of the company, therefore its reputation depends on how well this person doing her job.

What trait do you value the most in your co-workers?

The main dignity of a person is his inner sincerity and honesty. Naturally noble person shows his traits everywhere, whether it’s home,street or work. In the working environment, the main discipline are: sense of responsibility, the mind consciousness, the rapidly foreseeing and evaluating events-quick response to crisis situations.

What is the best PR practice that technology can’t change?

No technology can change face-to-face relationship,sharing emotions, that’s when you learn what people need, what they react on or are happy about. I think, technology is a helping hand.

What are some growing trends in the public relations industry?

This field has quite changed, comparing to two, five or ten years ago. Methods and demand have changed as well, as PR is keeping up with the novelties. To my opinion, soon there will be something else rather than Facebook, Twitter, Youtube, Linkedin and other social medias, something that we don’t know of yet, and it will affect people’s relationships, therefore relationships between PR specialists and pubic too. However, the main thing in this field is to study the brain skills and its capabilities, and to discover such technologies that can contribute to the study of human nature.