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Managing Partner, Nucleus PR Founder, PRPOI
Let’s Get Inspired
In Conversation with Tarunjeet Rattan
– Preeti Juneja
Q. What motivated you to pursue a career in PR? Tell us your story.
Storytelling and the possibility of telling more stories that create an impact motivated me to join PR. Like most people from my generation, PR was a happy discovery for me once I joined mass communication. It was an aberration from the army of engineers and doctors produced by science streams from my graduating year. Once I entered the industry, I was fascinated by the impact PR can create.
As a science geek fascinated by the nuances of communication, I was fortunate to have good mentors who taught me the ropes and I went through my baptism by fire in the industry. I have taken these learnings and imbibed them into my venture – Nucleus PR and other industry initiatives like PRPOI, and networks I am a part of like PRBI and PRCAI, where I endeavour to create a better community and industry for talent to work in.
Q In your view, how is PR and Digital Marketing related?
Both PR and digital Marketing shadow each other. Both deal with creating perceptions and impacting consumer behavior. However, they differ in terms of their overall purpose. While Digital Marketing aims to create visibility with the right target audiences and moments, PR endeavours to build brand trust and reputation. When both work together, they can create real brand impact.
Q. What are the best practices for posting news on social media?
While there are umpteen articles you will find on this subject on the internet, my experience has helped me collate these 3 ground rules that you can follow on amplifying news
- Understand the medium you post the news on and craft a relevant hook that works for that platform’s audience. For example, LinkedIn requires a different hook than Twitter/ X.
- Be respectful of the news outlets’ efforts. Each one has worked hard on their story and has served their readers. They will share the stories with readers according to their preferences. So, if this is behind a paywall, don’t take screenshots of the story and post them. You can take a screenshot of the headline as it is visible on the paywall page and post it. Please share a link with your followers and let them decide whether they want to pay for the story.
- Acknowledge the news outlet and journalist on the post with tags
Q. Do you have a role model within your industry who has inspired you? How has that person influenced and inspired you?
I have been fortunate to have strong women leaders who have chosen to give me their time to mentor me. As an industry, we deal with people and the perceptions that people make. While it is easier to deal with the latter, what exhausts you is the first one. Burnout is a common challenge in our industry, as the demands of managing interpersonal relationships can become overwhelming for many professionals. So, learning was essential to survive and thrive in the business.
While I have had a lot of good people from brands I worked with, journalists who interacted with me and PR teams I worked with, friends and colleagues, family and friends who shared their expertise with me, motivated me and furthered my understanding of ‘people’ in the ‘people business’, two individuals have had a profound impact on me – Lorraine Mendes and Deepshikha Dharmaraj. Both these mentors have had a huge influence on understanding people and dealing with them. They continue to inspire me with their journey.
Q. What advice would you offer to young individuals interested in joining this profession?
There is so much I can say about this question! But instead, let me share 5 pertinent evergreen pieces of advice that will help them in the future.
PR is a strategic communications field that requires a deep understanding and nuanced analysis of human behaviour and societal impact.
Three skills that will always give you the edge – reading, writing, listening
EQ is a worthwhile skill to develop
Identify and work with a mentor periodically who will help you upskill to the next level
A PR job does not demand a mass communication degree. It requires adaptability, learnability, and a great attitude. Everything else is teachable.
For more, I will direct their attention to PRPOI – India’s largest PR community that is dedicated to upskilling professionals continuously.
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About Author
Tarunjeet Rattan
Tarunjeet has dedicated over two decades to the field of communication, encompassing PR, journalism, and events. Her journey began in premier agencies and corporate houses, but she soon ventured into entrepreneurship, founding the highly regarded boutique firm, Nucleus PR.
Through her work, Tarunjeet has amplified the voice of the PR community and furthered this impact by establishing Public Relations Professionals of India (PRPOI), a dynamic 10,000-strong community focused on upskilling the industry.
As a board member of the esteemed global PRBI network of founder-led boutique agencies, she has made significant contributions on an international scale. Her exceptional work in PR, industry contributions, and entrepreneurial achievements have earned her numerous awards over the past two decades.
This year, for the fourth time, she was named the ‘Top Influencer in the country’ in PR by a leading publication. Recognized as a PR expert, her insights are frequently sought after by
the media.
With a degree in Mass Communication and Digital Marketing from prestigious Indian institutions, Tarunjeet is also an NLP practitioner. She uses her skills to delve into conversations, simplify communication, and build strong brand reputations. As a thought leader, she blends her expertise in communication marketing, branding, digital, industry insight, and research with her passion for storytelling to enhance brand reputations.
Her extensive experience and data-driven insights have helped her cultivate a strong reputation among her impressive roster of clients
24th July 2024
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