Past couple of months has been filled with learnings. We have heard great communications professionals from the fraternity talking about their experiences. On 23rd May, SCoRe hosted a masterclass with Tuhina Pandey, Communications Leader at IBM, India, and South Asia.

She has a diverse set of experience in Broadcast Journalism and Communications.

She started the session with a quote that said “What got you here will not take you any further.” She stated that even without COVID, it is a new normal. She talked about the relationship between clients and PR agencies

• It is a relationship that will lead to many sleepless nights. There is going to be heated arguments
• The PR agencies and the clients always have the tension because of the huge deadlines and expectations

Expectations from clients perspective

• Digital-first attitude is important; putting a business filter to it.
• Strong network; knowing the editor and journalists well, being the last mile connectivity for the client and the media.
• Data journalism; expanding the universe and giving the new age media coverage.
• Speed; people will value and respect you when you process quickly, speed matters. 
• Knowing your client’s business well. 
• Be partners at both ends, don’t be an order taker.

She also shared a few things that we should focus on when we are out there in the real world:

• Hard Work 
• Be the content and research guru 
• Nose for news
• Digital Ninja
• High learnability quotient 
• Make your first time right, there are no second chances for the first impression
• Attitude is everything
• PR for PR

Some case studies were shared with us to give us a broad perspective on how brands should communicate in different scenarios. She mentioned that it is necessary to always go back to see the values of your organization. In times of crisis, if you have the clarity on what your brand stands for, the confusion will be nil. 

The session was very informative, interesting, and interactive. Every week we learn something new from the leaders of the industry. The experiences that they share with us today will surely help us when we start working in the PR firms. 

– Snigdha Parasrampuria

Related Article – Learning from Masterclass with Deepshikha Dharmaraj

Snigdha Parasrampuria is an alumna of the Class of 2020 of PG Programme in PR and Corporate Communications at SCoRe, Mumbai. She completed her winter internship with Genesis BCW, Mumbai.

She was born in Kolkata. She has completed her bachelor’s in Media Science. She also takes great interest in photography and dancing. She has 11 months of work experience in FICCI FLO. She is a believer, a selfless person always wanting to help those in need.

She can be reached out on Twitter as @snigdhaa288 and on LinkedIn as Snigdha Parasrampuria