Era Of Specialised Communications: Image Consultant

Why did you decide to become an image consultant?
Before becoming an image consultant, I was a business journalist and editor for many years. The decision stemmed from an urge and effort to try and be part of the process rather than be part of the commentary or the commentators. Having seen the limits to reporting on business from the outside, I recognised that being on the inside track of business gives you information and perspective that simply cannot be gained by being on the outside. Eighteen years ago, when I co-founded Perfect Relations, it was a new field, pretty much uncharted, and I was able to make the transition with some degree of confidence and ease, but of course it proved to be immensely more difficult than what I had thought it to be at the beginning. We felt a bit like pioneers, seeing the industry develop and change - in some cases changes led by us.

What does the job entail?
It is about multi-level communications, led by experts, focusing on diverse disciplines…from stock markets to CSR, from information-based lobbying to devising consumer engagement initiatives. This is the era of specialist communications and new media. Most large PR firms today are divided into practice areas.

Certainly, areas like public affairs, financial communications or technology practice or healthcare communications are the new exciting and challenging disciplines. Simply put, there is growth everywhere. The globalisation of Indian businesses and advent of global companies have triggered demands on the PR industry to mature faster than many of its counterparts in Asia.

Any tips on how to become an image consultant? Is there any particular skill set that one needs to work on before jumping into the field?
It is a profession that demands only what intelligence you bring in. However, knowledge of how media works in India is an asset; contacts in media are a value-add. Let me first debunk the impression that image management means mere socialising or having people skills.