Living It: Spotlight on PR Woman Beryl Naa Amorkor Adom

Beryl Naa Amorkor Adom is a Brands & Communications Professional

Organization: National Lottery Authority

Describe your job in one sentence.

A key driver of the National Lottery Authority (NLA) brand, providing consistent, timely and reliable feedback to and from all stakeholders to ensure positive, accurate and strategic brand positioning and presentations.

How did you get into Public Relations; how long have you been in PR?

It started with a Journalism dream which made me enroll at the Ghana Institute of Journalism (GIJ) but somewhere along the line I realized I preferred Public Relations more, so I switched. In my final years, I majored in Public Relations, volunteered for a PR Firm during vacation and I enjoyed every bit of it. I have been practicing PR for close to four years now and it’s been an interesting journey so far.

What is your interest/specialization in PR?

As a Brands & Communication person I’m trained to be an all rounder, from events management, press engagement, to marketing communication and agency management, I specialize in all areas.

What is a regular day for you as a PR Person?

Well each day comes with a different game and a different rule. A typical regular day as a PR Person however is extremely packed and involving. The day starts with scanning through the media both traditional and electronic for issues of interest to the organization. Then checking of e-mails and responding appropriately, updating website and responding to enquires on our social media pages constantly. The social media management side of my profession is very demanding and challenging. You have to respond to messages professionally void of any emotions and sometimes before you realize it has taken all of your time. Occasional meetings with the Marketing team and other departments while you intermittently while attending to phone calls and walk in visitors on enquiries on our products cannot be avoided. Additionally you have the Agency to manage in order to develop communication materials and implement brand strategies while planning for your next media engagement. All these vary from day to day. This goes to buttress the saying that no day is the same in PR.

How do you think PR can help change how brands are perceived?

PR is a powerful tool in shaping and changing perceptions about brands. Inappropriate perceptions are usually formed from inadequate information, wrong information and misrepresentations of a brand. With the appropriate media channels, PR can be used to influence people or change perception by providing adequate and right information of a brand or product. This clarifies all misunderstanding and by extension increases the awareness level of your brand positively.

What kinds of challenges do you face in your Public Relations career choice?

Public Relations thrives on information, with the right kind of information as and when it’s appropriate your career sails smoothly. You therefore become handicapped when you do not have the necessary information to carry out your job. Also as the liaison between the public and the organization all frustrations are directed at you from the public and you have to be very circumspect in dealing with aggrieved customers. But at the end of the day when you solve issues and calm them, it feels pretty cool.

Are you living your PR dream? If you were not into PR what will have been your next career choice?

PR is interesting, everyday you get to learn something new which actually makes the job more interesting so indeed I am living my PR dream. If I was not into PR I would have probably been a Pediatrician.

As a PR Professional, what can’t you live without……?

As I mentioned earlier a PR professional cannot do without information, so I cannot live without information and the information technologies like my Phone, Laptop and of course the internet.

Do you feel pressured to dress well for the job?

Not at all, I love to look good so dressing well comes naturally. But I must admit that there are some few days that I really just feel like dressing down but unfortunately my job doesn’t allow me to.

Any advices to young ladies especially African women who may want pursue a career in PR or any communications related profession?

Pursuing a career in PR relations or any communication related profession requires commitment, integrity, dedication, excellent interpersonal relations and above all passion. You must have the passion for the job because it comes with a lot of challenges and frustration. To soar in the profession you must get the requisite training and learn all the time from anything and everyone around you. You will love and enjoy it, go live your dream too.

Beryl can be connected via facebook @Beryl Adom

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.