Your Net Worth Is Determined By Your Network
It’s an exciting time to be in public relations with businesses and organizations becoming hyper-aware of how both offline and online reputation can impact the bottom line. With the potential for every customer interaction to be broadcast online, companies and nations, are looking for PR professionals who are proficient with risk assessment and online reputation management. In today’s Ernest Interview with Ernest Jacobs, Akshaara Lalwani, founder of ‘Communicate India’ discusses the persona of a serial-entrepreneur in the fields of public relations, wellness, and personnel recruitment.
Here are excerpts of the interview:
Q: The practice of entrepreneurship is not new to public relations practitioners. However, with advances in technology flattening the public relations playing field and economic changes taking place, more practitioners are considering new and independent business opportunities. As such, the focus on blending entrepreneurship and public relations continues to increase. How does a young entrepreneur in the field of PR, manage to stay in business amidst the highly competitive business environment?
A: In today’s day and age in order to remain competitive and stand out from the clutter of so many branding/communications and public relation agencies it is imperative to be different and offer services that distinguish one from the other!
It has always been a question of debate as to the return on interest (ROI) and tools for measurement of ROI that PR agencies are able to justify their fees to the clients. It is time for new tools of measurement as to how public relations not only helps in brand building but also in direct sales.
Thus going the unconventional way of influencing not only the media but all stakeholders and influencers through barter associations, collaborations, online activations, directing marketing tie ups one can stand out and be able to offer from value to clients that is the need of the hour.
To share an example we tied up with a well-known food blogger called Big Bhookad with over 15,000 foodie followers to start a wellness challenge and become not-so Big Bhookad where we brought on multiple clients as partners. Some of them were JusDivine (cold pressed juices), Mickey Mehta (our holistic fitness guru), a healthy salad providing restaurant and more. Thus innovative and creative campaigns are what makes you a different agency from the rest.
Q: What are your assessments of the qualitative essentials for successful entrepreneurship?
A: Fire in your belly, passion to learn, and enthusiasm!
These above factors are necessary to excel in entrepreneurship and even in a job to rise through the ranks. People say when you met someone you can tell if their have a ‘fire in the belly’, ‘a spark’ and I could not agree any more with them.
Entrepreneurs are generally enthusiastic people, enthusiastic to sell, read and a hunger to always learn more. You have to keep fine-tuning your skills and make yourself required within the market forces. Oblivion from the next best developments in your field will make you outdated sooner or later and eventually redundant. Thus an entrepreneur must keep him or herself abreast of the competitors both within that country and globally are up to, new developments in the field, constantly read/research ways to become more technologically advanced, efficient and relevant.
At the same time self-improvement from not only the technical aspect, work aspect but also as an individual is imperative. Greater levels of tolerance, hard work, patience, forgiveness, character building is also important, as entrepreneurship is a test on all fronts!
Q: It’s an exciting time to be in public relations with businesses and organizations becoming hyper-aware of how both offline and online reputation can impact the bottom line. With the potential for every customer interaction to be broadcast online, companies and nations, are looking for