Name: Abigail Naa Karley Clegg is a Marketing Communications Professional
Organization: I previously worked with a leading PR and Communications consulting firm in Accra, Ghana after which I saw the need to advance my professional capabilities, hence pursuing a Master’s degree in International Marketing Strategy at the University of Northampton in the UK. I currently work with a few start- up brands in Ghana where I provide creative, PR and communication support on a part time basis. I guess I can say I have the best of both worlds as a student and a brand building entrepreneur.
Describe your job in one sentence.
I assist brands build and maintain their image while projecting themselves positively and attractively to their publics through practical marketing communications strategies.
How did you get into Public Relations; how long have you been in PR?
After Secondary School I was encouraged by a family friend to pursue Public Relations as a profession because she saw the potential to succeed in me. A short chat with her won me over and I decided to apply for a degree in Communications Studies at the Ghana Institute of Journalism with a specialization in Public Relations. That’s how it started for me. I fell in love with the profession such that I became an ardent student member of the Institute of Public Relations (IPR) Ghana. From there I became the President of the IPR GIJ Chapter and my passion led me to be appointed as the Co-Chairperson of the IPR Ghana Students Chapter Coordination Committee. Working with the Institute and on the Committee brought me into contact with many successful professionals who taught me a lot of practical things that have helped me in my 4 years of practice.
What is your interest/specialization in PR?
Though I have practiced different aspects of Public Relations due to my experience in the agency world, I have a strong interest in Media Relations. I guess its because of the great appreciation I have for the role the media play in brand reputation building and information sharing.
What is a regular day for you as a PR Person?
A regular day for me as a PR person is very demanding and quite interesting. I have realized that to be successful in the profession demands keeping abreast with current news and industry trends. A typical day would start with media analysis on current issues which could impact the client’s reputation positively/negatively, then occasional meetings, developing client communications materials and designing winning plans. On some days, I coordinate client events, media interviews as well stakeholder engagements which all contribute to relationship building activities. I also spend time during the day managing the social media pages of one of my start up clients.
How do you think PR can help change how brands are perceived?
Building a strong brand reputation is very important and I think more companies are becoming interested in PR as a tool for that purpose. PR’s role in a business is about positioning and repositioning a brand. When harnessed well, PR can help manage the relationship between a brand and its publics as well as influence stakeholder image of your brand. PR really helps maintain a competitive edge in every industry. The right messages can be shared through Public Relations which would help a brand’s audience to better know and have the right perception about it.
What kinds of challenges do you face in your Public Relations career choice?
Working in an agency or for different brands at the same time, I think a significant challenge is being able to fully understand the intricacies of each brand and industry you work for and placing yourself in the shoes of management to make relevant decisions and provide unique council to each at a time. Sometimes you may not have all the required information to work with and that is a challenge in itself yet you are required to provide the best support you can give. But one thing I’ve learnt in all the challenges is to make the best out of any situation.
As a PR Professional, what can’t live without……?
That’s a good question. I can’t live without my media contacts. I think the media wield so much power and influence that cannot be underestimated and so I don’t play with my relationship with my media contacts.
My gadgets, i.e. my smart phone, iPad and laptop are also indispensable to me. They are practically my personal assistants. And obviously they will be useless without internet connection. So yes. The internet is also one of the things I can’t live without.
Do you feel pressured to dress well for the job?
I wouldn’t say pressured. I’d rather think it as an obligation to dress well as a professional PR practitioner. You always need to look presentable because your looks also contribute to your personal image and how you want people to see the brand you represent. People will place value on you not only based on your performance but your appearance also.
Any advice to young ladies especially African women who may want pursue a career in PR or any communications related profession?
Public Relations is an exciting profession to be in. You’ve got to have a passion to solve problems and fit yourself in the shoes of others to be able to understand and deliver excellence. It’s more than what people think it is and it’s time young ladies looked at the bigger picture and not just see it as a protocol or “glorified messenger “role as my journalism mates used to call it back in school. It demands hard work and constant upgrading of one’s knowledge. If you find yourself in the profession, strive to always awe your employees and clients depending on which organization you find yourself.
Abigail can be connected via:
LinkedIn @Abigail Naa Karley Clegg
Facebook @Naa Karley Abigail Clegg
Instagram @nfoniri
This is a monthly series called “Living it: Spotlight on Women in PR” where the spotlight is put on PR women to share their experiences as PR professionals for various sectors or industries in order to inspire other young ones.