A PR professional plays the role of a bridge between an entity and its market, which includes consumers, communities, governments and the media. Being that bridge, a PR professional has to develop skills and knowledge to devise strategies that build that connection, and make the entity relevant to the people concerned. They work with PR agencies and various organisations too. They develop relationships with the media and monitor external communications. They may also be responsible for creating internal communications or crafting an organisation’s reports. “As more and more global agencies are coming up in India, the PR industry is maturing. For anyone considering a career in this field, the growth opportunities are huge and the demand for talent outstrips the supply,” says Nikhil Dey, vice president, PRCAI.