Nwabisa Madliki, 29, account manager for the popular public relations agency Atmosphere communications (they handle brands like Johnnie Walker and Bell’s) talks to us about her career.
When did you finish high school?
I matriculated in 2003.
What did you study afterwards?
I started off doing law degree. My first choice was Media and Marketing, but my father did not approve. I managed to change during my second year and started with a Media and Communications degree. I have always been interested in the marketing behind big brands – I wanted to know what it takes to build a brand and who the people behind them are.
Where did you serve your first internship?
I did my internship at Ogilvy PR Cape Town. I approached them and volunteered my service as an intern; they weren’t hiring at the time and hadn’t budgeted for a new employee. They took me under their wings, and actually decided to pay me R2000 for travels costs. For the following two months, I was given a contract for an entry level junior position and was remunerated with R6000.
What do you do now?
I’m the PR account manager at Atmosphere Communications. I handle publicity and marketing for Johnnie Walker, Bell’s Whisky and an executive search firm called Odgers Berndtson Sub-Saharan. I consult with my clients on a range of tasks – from building and maintaining media and influencer relationships, brand reputation management to client services. A big part of an account manager’s job is to prepare PR plans and ensure that all objectives are met on a monthly basis. I also have the opportunity to teach and grow junior employees.
How did you land this position?
I was approached by my recruiting agent – she told me about this great opportunity for the best mid-sized PR consultancy in SA. I couldn’t refuse, of course, because it was top of my list of companies to work for.
What sort of challenges do you face in this industry? How do you overcome them?
There is a lot of pressure to keep the clients happy – the greater work you deliver, the more it’s expected. It’s important to manage the client’s expectations because not all projects and campaigns are the same, and the results will be different each time.
What’s the best and worst thing about your job?
Best: Talking to and meeting interesting people through my work, and my brain is always stimulated and challenged.
Worst: When a client simply does not seem to understand the role of PR in the business, and has unrealistic expectations for PR as a support tool.
What kind of personality does one need to survive in your industry?
A person who easily gets along with people and is capable of building and maintain good relationships can do well. You also need to be tough, resilient and have a ‘can-do’ attitude.
Roughly, what’s the salary range in this industry?
Depending on your employment level and experience, one can earn between R25 000 and R50 000 per month.
Do have any advice for someone interested in doing what you do?
You must decide where you want to go in the industry – either a consultancy or corporate company. Identify the companies you would like to work for and be proactive in pursuing opportunities there. Also, empower yourself with information, the news agenda, and social media and industry trends, follow discussions and debates, attend talks and read newspaper every day.
Make-up by: Ameerah Chhotoomia
