‘Through PR you can play a role in changing perceptions’
“Public relations has totally turned around today,” says Nitin Mantri.
“You’re engaging directly with a lot of consumers and stakeholders which you weren’t doing five or probably even three years ago. We are much more digital. The whole public policy space is also growing, we have clients who understand policy and the political environment in India. The other discussion is around CSR (corporate social responsibility) and sustainability where we implement campaigns for clients. Content is king again and we are amplifying it through different channels and devices, not just textual but also graphics, info graphics, design and videos,” says Mantri, CEO of Avian Media.
A typical day begins with catching up on news with a cup of tea; he reads about eight newspapers and a host of digital outlets.
“If I’m not travelling, I’m at work by 9.30. The day is divided between looking at what some of the key clients are doing, if there is an issue or crisis, exploring talent and new business pitching,” Mantri says.
“I’m president of the PRCAI (Public Relations Consultants Association of India), so I take some time out during the week for that. I also look after the APAC (Asia-Pacific) region of the International Public Relations Association. I wrap up by 7pm on a normal day.”
Mantri who advises youngsters to not come into the industry expecting instant returns says things turn around for those who are bright and smart and stick around for a couple of years.
“What I love (about the job) is how we can play a role in changing and managing perceptions. In the right way, like the fact that we’ve done a lot of advocacy programmes,” he says.