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Etia Chikadze: PR Field has No Borders, Limits, and Rules

Interview with Etia Chikadze, Public Relations Manager of “Medical Associations of Georgia”

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

It all went itself almost 20 years ago, I was actively involved in journalism back then, it was a profession I dreamed of as a child. Public Relations was a ‘’New Fruit’’ for me, and a new challenge. I’ve been considering it for an year, whether transit myself from journalism or not. One year later, when I got the second proposal, I didn’t hesitate. That’s how it became my lifestyle. I can’t think of any profession, that can be such interesting, gambling and cognitive.

What is it necessary to hold successful communication?

Unity of several skills courses success of communication. First of all, a skill of communication, defining focus groups, knowing their necessities, sharing information correctly, and analyzing feedback. It’s like a constant chain.

Three tips you would give to someone starting out in this field.

I don’t think there is any advice, besides the feeling that you belong to this, as well as you want it as your lifestyle. You know it’s right when you’re in a hurry of waking up to finish the incomplete task from the day before. This field has no boundaries, limits or any rules.

Describe your typical work week.

There is no ‘’work week’’ and ‘’weekend’’ with classical understanding of these phrases. We have a plan, that can be changed every day and I’m always ready for that. There are weekly, monthly or 3-month plans, that comes along with another task daily.

What has changed in PR industry within 5 years?

PR industry turned out one of the fast-growing fields, and not only during 5 years. However, if we think of changes, social channels played a leading role. Social media deleted borders and made communication far more simple and oriented in time.

How would you go about finding relevant contacts and sources?

It happens by itself and quite simply if you have set your task and communication strategy appropriately. Sometimes you only need to ‘’knock on the right door’’, not be afraid of failure and be daring.

Name the skills that PR Manager needs.

Perhaps it’s the same as a representative of any field: love for your profession, constant self-education in your field, that’s consist of several sciences. Still, there are no ready recipes.

It’s better to put it this way, there are successful PR campaigns conducted by right researches, used by instruments and played in team.

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

Social marketing turned over everything. Communication is fast, mobile, filled with more visual effects and most importantly, it gives an opportunity customer to be involved in the process, like one of us. Last but not least, rapid feedback, which analysis defines correct management of the campaign. Although, all these are more efficient if direct communication adds up.

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

It develops so rapidly, that we might face crucial amendments. More changes mean more ‘’luxury’’ and challenges for the representatives of this field.