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Tinatin Samkurashvili: We need to know what Society Expects from us to Establish Successful Communication

Interview with PR and Marketing Communications Company GEPRA’s Senior Consultant Tinatin Samkurashvili

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

I did not choose it by myself, I accidentally entered this field. I studied journalism and dreamed of a TV journalist’s career when I did PR and Integrated Marketing Communications Course at PR School. After completing the course I was hired by Gepra for three-month internship. That’s where my career begins in PR.

I think any profession gives an opportunity to grow in career, the main thing is how we can develop our own capabilities in the profession that interests us. For career growth it is important that you love your work and yourself while doing this job, that’s the key to developing. I think routine life is impossible in this field, if you like one pace, that means you got left behind, as there will always be someone who moves faster. I’ve been in constant motion for the tenth year already.

What is it necessary to hold successful communication with public?

We need to know what society expects from us in order to establish successful communication and knowing how to meet their wishes. Or vice versa, what feedback are we expecting and what are the messages that we send in order to get desired response.

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

First- read a lot, learn about cases and expand horizon; Second- do your job at high quality. There is no case in PR that is less important or doesn’t bring enough experience; Third- admit and note down your own mistakes, failure lets us grow.

Describe your typical work week.

I’d call a typical week the one that might go without weekend. It’s impossible PR Manager’s duty to stop on Friday night and continue on Monday morning. We at least have to answer phone calls, email and Facebook messages regarding our job.

How would you go about finding relevant contacts and sources?

In this regard, the best opportunity is direct communication and personal relationships. Contacts can be found anywhere, whether it’s business meeting or unofficial reception. While, reputation is required to use those contacts. Happy clients, students interested in our story are the ones who help us to strengthen reputation. Consequently, I think our contact source is established by our professionalism.

How would you prioritize and start your work day?

My morning starts with coffee and chocolate, it’s a must do ritual for me to get energy. Meanwhile, I can also check emails, read news on agencies. Then it starts active phase, that includes meetings, distributing tasks in team and monitoring, thinking, writing, reading, phone calls, etc.

I mostly work on several projects simultaneously. PR, especially consulting requires multitasking skill to succeed. That’s why my work day is longer than it’s settled.

What are the skills successful PR Manager needs?

PR Manager needs to be sociable and presentable, having a skill to mobilise, sharp thinking and react to issues rapidly.  

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

I value modesty, sense of responsibility and organized. I like to see people working and loving it.

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

The best PR practice is interacting with group of people who know more than you. I was raised in Gepra, its founder Soso Galumashvili and Senior Parner Kakha Magradze have extremely contributed to my development. We established internship programme at Gepra that supports new generation’s career growth. This process is very pleasant for me, as I know it well how important solid foundation is.

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

In a competitive environment where the quality of the product or service is already equally achievable, it becomes more important to enhance the company’s reputation. The main purpose of PR is to create an organization’s managed image in order to improve its competitiveness. Consequently, it became trendy to participate in communication processes. The digital media is getting stronger and the movement of companies in the social networks is more campaigning, than reposting material published in media. Now the most important challenge is to find touch points with the target audience.