Unlike several other industries, there is no specific daily routine for a person working in a public relations (PR) company. There is never a beginning or an end to a day when you are dealing with information. However, a normal day at work would include at least an hour on news/ information analysis, followed by strategic planning and engagement, internally and externally. Time spent on client servicing depends entirely on a person’s commitment to his/her job. For somebody working in the lower to middle level, there is a routine for their work, given that they are involved in documentation and daily information reporting. There is a stated time for this activity.

• A keen understanding of a range of media outlets, including print, broadcast and online platforms
• Because the job relies so heavily on communication, it is imperative that prospective public relations managers hone their public speaking and writing skills
• The vision to craft strategies that reach the right audience at the right time
• Patience and the skill to engage and manage people
• Focus on results, not the time spent in office

• Creative freedom
• Long working hours
• The job can be stressful, especially when coordinating multiple projects
• A PR professional is expected to be on his toes all the time

Public relations is one of the few careers that accepts people from different professions or walks of life. You don’t have to be a mass communications expert (although it helps). You could be a lawyer, a filmmaker, a journalist, an anthropologist, a chartered accountant or even a flight steward and yet find your way into the field of PR. Though there are many courses in mass communication, only some focus on PR.

• Symbiosis Institute of Media & Communication, Pune
• Indian Institute of Mass Communications, New Delhi
• Xavier’s Institute of Communications, Mumbai