‘The faculty at Apeejay has been the backbone of my professional  journey’

As narrated by Payal Tiwari, who pursued Corporate Communication and Event Management from Apeejay Institute of Mass Communication (AIMC), Dwarka, “I come from a small village in Uttar Pradesh, where life was always centered around family and community. Until I moved to Delhi to pursue my studies, I had never really been on my own. This shift was one of the most difficult yet defining phases of my life.” 

She further shared, “If I could sum up my journey in one thought, it would be: “क्या हार में क्या जीत में, किंचित नहीं भयभीत मैं;  संघर्ष पथ पर जो मिले, यह भी सही, वह भी सही।  हार मांगूंगी नहीं।””

For Payal, this quote reflects her spirit—it’s been a journey of constant negotiation, and every step taken alone in a big city felt like a battle won.

Recently, the Apeejay alumna secured a placement opportunity with Burson’s Associate Learning Programme, a globally reputed PR agency. “This placement is a huge achievement for me—not just professionally, but personally. Coming from a background where girls are often expected to follow conventional paths, choosing a corporate career in a different city was not an easy decision. I’m proud to be the first girl in my entire family to make that choice,” she emphasised.

In this interview, Payal explains about her learning aspirations and credits the faculty members for their constant support in the placement process. Read edited excerpts:  

What are your learning aspirations in this new role?

My primary aspiration is to stay mentally open and receptive to all kinds of exposure. Burson is a global agency with a rich and diverse client portfolio, so I hope to gain cross-sectoral knowledge, develop a deeper understanding of brand strategies, and build a strong network within the communications ecosystem.

I also aim to master the craft and discipline of a true communications professional. My approach is to stay humble, flexible, and eager to learn, so I can grow into the best version of myself—both personally and professionally.

How did you prepare for the placement process?

My preparation was both personal and guided by some incredible mentors. The faculty was an inspiration from day one. In mock interviews, they pointed out minute but important details—like how to shake hands, maintain eye contact, present yourself confidently, and talk about achievements. My soft skills were shaped by them.

Professors were a constant support. Their guidance—both in and outside the classroom—pushed me to keep improving.

Personally, I focused on preparation and research:

• I did an in-depth study on Burson, their mergers, rebranding, and recent awards.
• I read the book “Public Relations Practices” by Allen H. & Patrick Jackson, which includes real PR crisis case studies—it helped me understand how brands navigate challenges.
• I made a habit of reading newspapers daily and followed platforms like Afaqs, Social Samosa, and E4M for the latest trends in advertising, PR, and branding.
• I regularly revisited my CV, reflected on my work experience, and prepared to justify every point with clarity and confidence.

Lastly, what truly helped me was the confidence my professors had in me, and the belief that with the right mindset, I was ready for this leap.

A few tips to keep oneself calm right before the placement process

Honestly, I don’t think there’s a magic tip to stop you from feeling nervous. It’s completely normal to be anxious—we’re human. But I do believe in the power of solid preparation.

Here’s what helped me:

• Prepare for all possible scenarios—the tough questions, the curveballs.
• Own your CV—every achievement or experience, big or small, should be something you can confidently talk about.
• Take every opportunity seriously, whether it’s a mock interview or an actual one.
• And most importantly, make the most of the amazing faculty—their insights are invaluable.