As with most other jobs, it takes a lot of honesty, hard work and dedication to be a good publicist - in a sense it needs to be an inherent part of your personality. You have to believe in what you do and most of all have a passion for it!

Effective communication skills - both written and oral - are a must. The job involves speaking to clients and their audience and communicating ideas and strategy.

You have to be aware of what is happening in the world around you and keep yourself updated on new trends. This directly affects the kind of work you do for your clients.

Several educational institutes offer post-graduate diploma courses in public relations, which give an idea about the nature of the job. However, to better understand the role, practical, hands on experience is absolutely necessary.

Getting Started

To get an idea about the kind of work you have to do, understand your primary audience - the media. Start reading various publications and also watch television channels to get an idea about how to position clients, whether individuals, products or brands. This will also give you an idea about the kind of work you want to do / clients you want to take on - whether in entertainment, lifestyle, business, corporate, etc.

Once that is done, research the various public relations agencies that exist in the market, narrow down your search to where you would like to work, send in your resume and hope for the best.

After gaining relevant experience and building on your network, take on independent work according to a client's needs. For example, a new restaurant may hire you to handle its publicity for its opening night or the first three months.

How Much Can You Earn?

As a beginner, depending on the number of hours you put in and the agency you work for, you can start at Rs. 5,000 to Rs. 6,000 per month. If you work independently, depending on the kind of name you have in the industry and your experience, you can charge as much as Rs. 20,000 to Rs. 25,000 (or even more) per client to handle their publicity for a two to three month period. Ultimately, the sky is the limit!

When The Going Gets Tough

Being a publicist is not an easy job - it involves long hours, tedious work, constant role playing and multi-tasking. Whatever the challenge, keep your head on your shoulders, do not get flustered and be ready for anything that comes your way.

(With inputs from: Tanya Kapadia, Chief Executive Officer, id8 Media Solutions)