Interview with Nika Kamushadze, Head of promoting and Pr Department of National Agency of State Property.
– Which PR agencies inspire you?
– From global PR agencies, American PR companies are heroines that work well with brandname on the planet. Especially, agency Edelman that was elected by Holmes at 2016 Global Agency of the Year. It\’s notable their experience gained during Six decades, and creative, which promotes, defends and helps to create status for a massive brand. Edelman\’s trust barometer is actually marked by high rates, which supplies them a benefit on the background of great competition.
– What sort of media outlets don\’t you follow-up on day to day?
– I divide important information determined by priorities, which can be primarily business based on the business of my organization. I quickly identify active media outlets in this particular direction and turn active user of these communication channels. I also use the software for media monitoring, but often information runs late and i also don\’t advice anyone to trust exactly that. While selecting media outlets I listen up how operative they may be, as it\’s very important in doing my career.
– It is possible to distinction between advertising and PR?
– It\’s essential that any of us mention difference, as many business in Georgia think is it doesn\’t same. PR is part of strategic communication process, which has to build bilateral, lucrative relations between organization and customer. PR is extremely important when communicating with your audience and send them messages. While, we purchase advertisement, PR can be done without cost. I exploit the methods like: report, press conferences, briefings, etc. However, after you buy advertisement you can control necessary ., costumer engagement and look at the process by marketing metric. A real difference is also in awareness, customer sees that following funds on advertising and now we try to sell product/service with them. For PR, information is likely to be spread through alternative party and also have more affection.
– Which media positioning of yours causes you to proud during your career?
– Pride is quite exaggerated saying, but there was clearly successes with this direction, which expressed in specific figures/results.
In 2016, successful tourist season and increased tourism trend was a motivation to generate a product which was for the purpose of investors to provide the state run property of varied characteristics through the entire country with the construction of hotel-infrastructure. I think we worked together with the team to build a good communication plan when the main focus is made on PR. It hasn\’t even been twelve months since product lunched but we already anticipating dozen of million GEL investment.
– How would you integrate PR and social media?
– I\’m not sure any journalist who is not registered on social network, accordingly, I post details on Facebook and if content articles are good they will likely definitely share it. It truly does work well to show social projects and exclusive information about social network based on our team.
– Would you evaluate your results?
– I try to synchronize my work together with the aims of organization, I plan strategy with my team accordingly. I always measure efficiency by marketing metrics, that enable you to analyze results determined by figures. Email address details are various, although I am able to evaluate situation adequately.
I think, the one who provides a better creative can do specific advantage, to ensure that I\’m wanting to be active in this direction, unfortunately my own time resource is constrained. I believe, I would like time management techniques trainings once more.
– What will become your move if the client disagrees your PR strategy?
– I give attention to statistics as well as other measurable indicators when perfecting PR strategy. Analysis and PR campaign is created easily using this method. Should a client disagree, I most certainly will take into account that PR strategy doesn\’t match to organization strategic goals and tasks.
– Tips on how to define thought leadership?
– Specific advantage is defining market needs ahead of others. It is the 6 ways to fulfill business tasks easily.
– What the heck is most crucial in PR field, what might you alter?
– Quite possibly the most interesting part in my opinion is always to lead organization image, as brand needs to be much more than logo, motto and company colors. It\’s vital to generate a reputation that associates with trust and positive expectations, that\’s to be able to increase sales.