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‘I want to be selected in the 30 under 30 Corporate awards’

Shraddha Das Mahapatra, Apeejay Institute of Mass Communication alumnus says, one must never lose temper when servicing a client



Shraddha Das Mahapatra is working with Adfactors PR, Delhi, as a trainee account executive. Though she has just embarked on her creative career, her professional learnings are immense.  In a brief interview, the Apeejay Institute of Mass Communication (AIMC) alumnus mentions how doing media rounds is a basic rule of public relations (PR). Read edited excerpts:

What all work does a trainee account executive have to handle in a day?

There is a hierarchy of work culture in all corporate PR agencies. So, as a trainee, I have to do a lot of the ground work. I handle the documentation, dossier building and news tracking. I keep an update of the day to day activities done for the client. Also, a check on the media mapping and outreach. 

What inspired you to choose this field?

At first, I thought that I would be a great marketing person. Eventually, when I was in AIMC, I began to understand my qualities and was able to identify the field where my skills were fitting. With Pijush sir’s help, I realised that PR was the perfect place where I could explore and utilise my skills to the maximum.

Please share some of your learnings from the AIMC days?

Being patient. I learned that! PR takes a toll on oneself, so one must be patient with oneself and the client, and never lose your temper when servicing a client

One thing about the PR field that you feel is very important?

Building strong communications with people, it is this that helps our brands ideate something different. We are here to manage the reputation risk and uphold the image of the brand. So, we have to get in touch with the journalists and go on media rounds. It is a basic rule, strong relationships with the media is a must.

Where do you see yourself in the next five years?

I want to be selected in the 30 under 30 top corporate person awards.

Arijit Roy is a young correspondent at Apeejay Newsroom. He has done his masters in English literature from Delhi University and has a book of poems published by Writers Workshop India. He can be reached at [email protected]

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