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Khatuna Mikatsadze

Khatuna Mikatsadze: Public Relations Developed Progressively in Last 10 Years

Interview with Khatuna Mikatsadze, Head of Public Relations Department of JSC “Georgian Beer Company”

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

 It happened by chance moving from journalism to PR. I’ve thought a lot that if there was no this specific occasion, I would never consider changing profession. It was a happy, lucky chance that extremely changed my lifestyle.

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

Ivy Lee and John Hill used to state that PR business needs to be ‘’an ethical conscience’’. As for reputation,The Envoy between the organization and the public must always enjoy a flawless reputation. Communication skill and ‘’ethical conscience’’ guarantees successful PR business.

Three tips you would give to someone who wants to work in this field.

I see good PR specialist who constantly develops himself professionally, has communication skill, efficiently reacts in crisis situation. It’s important to plan in advance and realize the goal. Sequence is substantial of PR concept implementation.

What would you wish to know before you started your career in PR?

One should be into social science psychology, sociology, philosophy, media relations and marketing basics.

What is the best way of finding relevant contacts and sources?

There is only one way to get contacts and sources – tireless work. 

How do you start your work day?

Work day (even day off) starts with looking through information. Information monitoring and its analysis gives us an opportunity to define possible risks and PR steps. It’s dependent on information how to implement even already planned strategy. 

What are the skills Public Relations Specialist need?

Having information, contacts and good reputation.

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

Sincerity, team player, will to grow as a professional. I even reprimand myself if I ever stop the process of developing as a professional. I call it an inexcusable sin of PR Specialist.

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

Touch, emotion, feeling, relationships – these are the factors without which formation of public opinion won’t be perfect. Technics and technology can never replace emotions.

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

 Public relations, as one of the most important management function, progressively developed within 10-15 years. John Rockefeller used to say: ‘’Knowing how to communicate is a skill that can be sold like a coffee or tea, I would pay more for that that any other product of the world’’. Today we pay for whole package of PR, instead of separate product. We are developing, it means we have information; We have information, meaning we are developing.

Today we have radically different information channels to share information, as well as social media, which is even more interesting and efficient platform.