‘The exposure Apeejay provided was immense’

In the ever-evolving field of public relations, where communication is the currency and relationships are the bedrock, Deepika stands out as a passionate and driven young professional. A Trainee Account Executive at AdFactors PR’s Delhi office, she is already making strides just a few weeks into her role. With a strong foundation laid at the Apeejay Institute of Mass Communication (AIMC), Deepika is eager to delve deep into the nuances of PR, learn from every opportunity, and chart her path towards a successful career in corporate communication. Let us learn more about the PR executive in this interview. Read edited excerpts:

Can you walk us through a typical day at work as a Trainee Account Executive at AdFactors PR?

Every morning, I begin by reading about my clients—currently, I’m handling luxury real estate clients like Max Estates and Navnami. Understanding their business, their spokespersons, and the market they operate in is crucial, so I’ve spent my first couple of weeks immersing myself in this information. After that, I prepare and send out news updates, which include industry news, competitor analysis, and any relevant updates, all before 8 AM. I then read the newspaper to stay updated with the latest happenings. Currently, I’m also managing internal documentation for my team, which is an essential part of our operations at AdFactors.

What inspired you to pursue a career in public relations?

To be honest, it was a combination of feedback and
self-realisation. I’ve always been told that I’m an excellent orator, and writing has come naturally to me. So, I thought, why not leverage these strengths in a field where communication is key? Public relations seemed like the perfect fit for my skills, and I was confident that I could excel here. It was more of a calculated decision based on my abilities, and I’m happy I made it.

Reflecting on your time at AIMC, what aspects of your experience stand out the most?

 My time at AIMC was truly transformative. What I appreciated most was how student-centric the environment was. The faculty was incredibly approachable—I could walk into their offices with any query, be it academic or just to share an opinion on current events. The exposure AIMC provided was immense; within the first few weeks, we were introduced to the big names in the industry, which was particularly beneficial for someone like me who didn’t have a background in journalism or mass communication. The guidance from faculty and the accessibility of the director, who was always open to discussing even the most basic doubts, made a significant impact on my learning journey.

Were you campus placed, and what was your experience during the placement process?

Yes, I was campus placed, and the experience was intense but rewarding. The placement process at AIMC is not just about preparing you for interviews; it’s about understanding the entire landscape. The faculty guided us through the different processes that each company or agency follows, and we were given access to alumni, which was incredibly helpful. I reached out to alumni for advice, which provided valuable insights. When it came to the interviews, the faculty had prepared us well—knowing what to expect and how to present ourselves. I applied to Genesis and AdFactors, which were my top choices, and was fortunate to receive offers from both, ultimately choosing AdFactors.

What were the key learnings from your time at AIMC that you’ve carried into your professional life?

One of the most important lessons I learned at AIMC was the significance of building relationships. In public relations, your ability to forge strong relationships can sometimes outweigh even your technical skills. This was emphasised from the very beginning through group projects and interactions across different departments. Another crucial takeaway was staying informed—not just about your industry, but about global events and trends, because everything is interconnected. Geopolitical developments, for instance, can have a direct impact on the sectors you’re working in. So, being well-rounded in your knowledge base is vital.

What are your next steps in your career, and how do you see yourself evolving in this field?

 In the next few years, my focus will be on learning as much as possible about public relations and mastering the intricacies of this field. Since I’m relatively new to the industry, I want to build a strong foundation and gain hands-on experience. Eventually, I aspire to transition into corporate communication, where I can leverage my skills in a broader strategic context. But for now, it’s all about absorbing knowledge, honing my craft, and making meaningful contributions to my current role.