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Lela Gogoladze

Lela Gogoladze: “Trends in Public Relations Come in One After The Other”

Interview with the EU-Georgia Business Council (EUGBC) Communications & PR Manager, Lela Gogoladze.

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

Switching from journalism to PR is a popular story, but me entering this particular organization was driven by my interest in economics. Besides, I can’t live routine life, and business diplomatic area was a challenge for me. However, dynamism and non-dogmatic work  is what I appreciate the most, as well as new connections and interesting people you learn a lot from.

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

Individual approach and understanding people. You can’t respond all situations in a same manner. Due to our position, we have communication with different parts of society that requires flexible skills of communication and crisis management.

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

  • Don’t underestimate details, especially during planning and organizing events. Details are invisible only when they’re resolved, but it becomes recognizable as soon as it’s unsettled.
  • Take care of your image and be demanding to yourself. I will repeat my senior friend’s advice, which is an expert in quality management – “I have to keep the quality even when nobody controls me.” I absolutely agree with him.
  • Stay as informed as possible.

What do you wish you knew before starting your career in PR?

Nothing is impossible. We can boldly strive for big goals, just we need to make it into a few small goals and consistently follow. We should not be afraid of stressful situations and mistakes, because that’s when we are growing.

How do you go about finding relevant contacts and sources?

Remember people you meet well, their activities and interests, save contacts and that’s how networkings in being created over the years, which significantly reduces the time and energy needed to find contacts.

How would you prioritize and start your work day?

I’m checking email and try to solve little issues if  I need a special concentration for the main thing.

What are the skills a Public Relations Specialist needs?

I would add proactive to the features I have already mentioned. Time factor is especially important for journalists, delayed response often loses sense at all.

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

A sense of responsibility, without which a person will be unreliable not only in business but in personal relationships.

Simplicity neutralizes the artificial barrier that complicates communication between people.  

Being team-player- we can’t take a good result only as a personal success. Contribution of other people is great too. Every person entering our organization feels like a member of this great family.

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

Face to face contact.

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

The pace of life is much faster than ever before, technologies develop faster. Consequently, trends replace one another in the field of public relations.

Social media will soon turn traditional releases and announcements into history in our country. Ads, live stream, hashtags, these are PR techniques accessible for everyone, but it is quite a challenge your voice to be heard in a huge audience of social network users. Large companies even use AI for PR technologies.

However, when it comes to following trends, it’s important to understand where you’re standing, what is your goal, the possibilities and what will be your target audience. One that will work for organization, won’t be helpful for business company and vice versa.

You have 3 seconds to get the average social network’s attention. Content and quality has a great importance under such competition.