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Saumya Chawla is 6th topper of Ad-PR (2012-13). She is currently interning in Client Servicing (PR) with IPAN Hill+Knowlton Strategies on B2C technology clients.She was an Acquisitions Editor at Pearson before deciding that she just had to study Ad-PR. She's still figuring out PR and loves the craziness of it-especially getting random ideas during metro rides and excitedly calling her team about them..
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With an 85:15 distribution between written exam and GD-PI, you’ve already caught IIMC’s interest. Now, it’s time to clinch the deal.
First, let’s be clear- a group discussion is not about public speaking, so don’t worry that you have to wow a crowd. If you treat it like a conversation with friends -Ok, friends who you are debating with- you’ll definitely feel less nervous about it. This means you’ll make a super impression with:
• A relaxed yet alert and confident body language
• Quick response time to arguments in the discussion
In the IIMC Group Discussion round, you’ll get about a minute to collect your thoughts on the topic before you start. Use it wisely- carry a spare paper and pen, jot down keywords and logically move from one point to other.
Be pro-active and start the discussion- it shows your initiative, drive and leadership skills. If you are not the opening speaker, try to be among the first few to speak- it will help you shape the discussion the way you want.
With about five other speakers in the group, you’ll probably not get to speak a lot so grab your chance firmly. Take a stand in favour or against the topic and argue it out logically. Your fellow speakers respectfully listened to you, give them the same courtesy- don’t make it a shouting match. At the same time, don’t appear too silent. You are budding professionals in the communication business- show those skills. Take initiative and try to steer the discussion. The idea is to appear well informed, so even if you can’t make a stunningly different point, don’t worry, and competently discuss it.
At the end, you’ll be asked to sum up the discussion in less than a minute. Remember, it’s not the time to make a new point- just logically summarize what everyone’s arguments were and what kind of consensus everyone did or did not reach. If you do have a new point, instead indicate that this is where the discussion was headed.
The topics for GD-PI are simply - what is going on around you. Be it politics, sports, business, social, economics- you need to read newspapers, listen to the news, discuss big issues, what’s happening and form a clear picture of your thoughts. Don’t worry, you won’t be asked to comment on the economic policy!
But they do want to know how you think, feel, analyze. The topic could also be creative- they might want you to just interpret it the way you want. So don’t feel scared, just match what you believe in with the topic and you are set.
Practicing with friends-it’s a great way to hone those debating skills.
The Personal Interview round is where the panel (consisting of faculty and professionals from the industry) will want to know you better. This is an industry built on ideas and passion. Your creativity and the way you think is what has helped you climb the first step, but how passionate you are about selling your ideas is what IIMC is looking at. It’s conducted like a free-flowing chat, so steadily and calmly answer everyone. In the PI, You are essentially, advertising yourself. You are a brand that you’ve lived with all your life.
So step 1- Get to know yourself better. If you have prior work experience, present it professionally through your CV. Know your CV-be able to connect your hobbies, your skills, your ideas to showcase how you are the perfect candidate.
Even if you don’t have work experience, you are not at a disadvantage if you can show your ideas, your beliefs, your creativity and how you fit in. Anything that you’ve learnt, read, seen, enjoyed can be brought into the conversation to make your point.
Step 2- Knowledge about the industry. We were asked questions like: What’s your favourite Ad and why? What do you think about using kids in Ads? What are the brands you like and why? What do you think PR is all about? Why do you want to do the course? Do you want to go in Advertising or PR? Why? What do you think about CSR?
I was also asked about my work-experience and why I wanted to take a study break? What was the difference between my organization and our rivals’ branding strategy? So read up a bit about some key marketing words-Brand Equity is a fun and informative supplement with The Times of India- try reading that.
Making cue cards about yourself, organizing your skills and achievements and debating with your reflection in the mirror; asking people to take mock interviews with you are effective ways to practice.
Must haves: Carry all your documents, creative pieces and portfolios-they can be great conversation starters and bring the ball to your court.
Mantra for D day: Keep calm, be sorted and confident. You’ve worked hard to be here. Now don’t let anyone or anything get in the way of your dream.
All the best everyone and I hope that you become a part of IIMC.
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