‘Excellent communication skills & creative mind are most important aspects of PR’

Hailing from Kolkata and now working in Bengaluru, studying at Apeejay Institute of Mass Communication (AIMC) in Dwarka was something that happened organically. A few of her friends were already studying at the institute and that is how Manisha Halder, who is working as Public Relations Executive with Adfactors, had heard of the name.

“I was working in Bengaluru and decided to pursue my post-graduation. Since a friend, a batch senior, was studying here while I was working, I decided to apply at AIMC for my PGD. Studying here was a great learning experience,” Halder said.

Excerpts from an interview.

How and when did you hear about AIMC?

I was working in Bengaluru for the longest time and have been here for the last six-seven years. Meanwhile, a friend of mine was pursuing her PGD from AIMC. That is how I had heard of Apeejay. So, when I decided to go for higher studies I decided to go to an institute where I would not be alone. Of course, I did my research and found that I liked everything that I read – about the faculty and even the placement cell success stories.

Why did you take up this programme?

When I was in school, the world of Public Relations and management always fascinated me. So it was obvious I pursue a course that will make it possible for me to work in this field.

Where are you working at present?

I am in Bengaluru and working at Adfactors as a PR. The best part of working in this sector is that it is extremely dynamic; alongside you get the opportunity to explore yourself with all the strata of PR. Working in PR means that you learn a new thing every single day. It is not as if I like only one aspect of this industry. I love to write as well as interact with clients.

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Most people think that PR is all about media relations but this is a myth.  One should always be on the lookout for new ways to promote the client

–Manisha Halder, Public Relations Executive, Adfactors

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What is the most important aspect of PR?

Having excellent communication skills while speaking with the client and the media is the most important aspect of PR. Then comes how to come up with unique and out-of-the-box ideas while brainstorming – either with the client or the mediaperson. It is important that you pitch the right idea to the mediaperson, one idea doesn’t fit all. For the client, one has to identify its USP that will attract all the stakeholders concerned.

How does it feel to be working now?

It has only been six months since I started working in PR but it is not my first job. Before I went to AIMC, I was working with Printech Solutions India Pvt Ltd, Operations. Now that I am in PR, I am loving every moment of it. The atmosphere is great in the office and I look forward to going daily.

Were there challenges studying online?

I like my space while I am studying. So being online was a non-issue for me; I loved them. Offline classes were good as well for the few months that we had before the lockdown. It was great to interact with my classmates. Also, the AIMC faculty ensured that the sessions were interactive. It was a great learning experience.

What tips would you give to present Apeejayites who want to enter the PR sector?

It is important to have a critical mind and be observant since one has to pick up every nitty-gritty; this could be new article ideas that may be relevant to the client. One should always be on the lookout for new ways to promote the client and what can be done. Most people think that PR is all about media relations but this is a myth. There is so much more to PR.

One has to have a creative bent of mind and how you can leverage the very ethical value of the client. The fact that there are plenty of opportunities and growth prospects is only icing on the cake.

How was the experience of studying at AIMC?

There were a few events and a festival that I attended. Then there was Christmas. I had loads of fun being part of all these festivities. Also, I was staying in an apartment and was pretty independent. I did this course after I completed my master’s. The PGD was just an extension of a programme that I wanted to pursue as it helped me get into PR.