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‘Clear communication is a must for PR’

Apeejay Institute of Mass Communication alumna shares what all it takes to be a PR executive



Public Relations is not just an important skill, but also a key job profile. Aayushi Akhouri, who is currently  working as the Senior Account Executive at Genesis BCW in Gurgaon, is seamlessly  mastering this role. She is an alumna of Apeejay Institute of Mass Communication (AIMC) who specialised in Public Relations and is blessed enough to pursue her passion in life. In an informal conversation, the budding PR professional opened up about her work space responsibilities, roles and future targets. Read edited excerpts:

Walk us through your day at work?

So my day is generally packed with lots of responsibilities and tasks. From executing the press releases to the media outreach and countless other tasks, it is a hectic work profile. I also have to make the presentations for the monthly and annual reports at work. Additionally, there are many brainstorming sessions with colleagues for any given project.

So, what inspired you to choose this field?

I studied and specialised in public relations (PR) from AIMC.  PR has always been a fascination rather, a passion for me. I was very clear in my mind that I would like to do something in this field and make a change whenever I get an opportunity for the same. I did not expect that I would crack the interview and get a job at such a great organisation, but I truly feel blessed. I am very excited to learn, work and grow with each passing day.

Throwback to the AIMC days please! Tell us a bit about them?

Among my most special memories are the college fest. I loved that time and it was great fun for me as I participated in many events. AIMC was always like a family, a second home to me. Pijush sir was a great support for me throughout the journey. I can’t recall a particular memory, but every moment was special in its own way. The teachers pushed me to move ahead in life, all their pep talks still motivate me.

One life lesson you would like to share with the world?

Don’t undervalue yourself and be consistent at what you like. The growth will come very soon! Just keep at it no matter what!

Where do you see yourself in the coming years?

Currently, I am planning to stay and learn more in this organisation. When one joins such a great organisation, one has designated timelines and explores many different sectors. I am gaining in experience and am very happy here presently.

Finally, one key PR lesson you’d like to tell?

Speak clearly and communicate well. And remember to always speak for the right things!

Senior Correspondent at the Apeejay Newsroom, Arijit has written more than a thousand articles across varied genres and also shot video interviews and live coverages with the highest viewership, displaying his versatility and skill. Be it a special achievement article, feedback from a parent, high profile alumnus interview or a featured write up on culture, literature and sports, he is the go to person. His initiatives like Aspiring Artist, Promising Poet and Book reviews have earned him special place in the hearts of all students and readers. Arijit initiated video interviews with a wholesome campaign on the 2022 FIFA World Cup, consisting of 16 match review articles and 3 video interviews of budding football players and enthusiasts across various Apeejay schools in Delhi. He also did the live coverage of Apeejay Noida's mega event Runathon 2023 and also many other special interviews. All his videos created new benchmarks for views, especially the latter crossing 2k views in just days. A performing poet, short story writer and football player in the other half of the day, Arijit leads a colourful and passionate life. You can watch his performances at his YouTube channel- Arijit Roy Poems, and also read his poems and short stories at his blog with the same name. He can be reached at [email protected] and [email protected]