I am currently pursuing my doing post graduate studies in media management and am confused whether to choose advertising or public relations as the specialisation. Please help.

— Sushma Nigam Dear Sushma, The application of public relation

s and the use of advertising are sometimes misunderstood, igniting a series of unanswered questions for companies needing to create awareness for themselves.

In broad terms, an advertising agency is a marketing consultant. It helps the client – for example, a consumer goods manufacturer or a service provider – with all aspects of marketing, from strategy and concept through execution.

Strategy involves helping the client make high- level business decisions, such as determining which new products to develop, or how to brand or define itself to the world. You have to work indoors in a competitive and creative environment.

In public relations, your job would be to get free publicity for the company. From news conferences to press releases, youalt39re focused on getting free media exposure for the company and its products/ services. You work outdoors, meeting clients and conducting events, and have to have the power of persistence and persuasion.

Consider the characteristics of both professions vis- à- vis your own interests and abilities and make your choice.

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