TeaTalk with: Aamina Mohamed, PR Account Manager.

Cogent employee Aamina

TeaTalk with: Aamina Mohamed, PR Account Manager.

We sit down with Aamina, our PR Account Manager, for a cuppa and a chat. We explore her career in PR and why she chose to work at Cogent. 

What inspired you to get involved in PR in particular? Was this something you always wanted to do?

When I was in my third year of University, I panicked as I had no idea what I wanted to do with my life or what career route I wanted to pursue. I have always been interested in the arts and advertising and so I started a three-month internship at Leo Burnett in Sri Lanka. The internship required me to do a week or two stint in each department – planning, project management, creative, PR, Social, etc. and the one I enjoyed the most was PR. I loved the fact the PR team was involved in almost everything the other departments focused on – it was a sort of synergy that demanded professionals to be creative, have good people skills, writing skills and not to mention the planning and organising that goes into a PR/Media campaign. Following my internship I secured a permanent role at Ogilvy PR Sri Lanka and have been in PR ever since – loving every minute of selling in, devising creative campaigns and not to mention getting the great coverage that clients always love!

What is it that makes Cogent different to other agencies you have worked at?

I think what stands out about Cogent is its genuine commitment to the ‘togetherness’ philosophy. In the time I have been here, the agency has continued to put practices in place that embrace this and it really shows.

What’s your career highlight to date, something you’re proud of?

A career highlight for me would be working on the launch of Google Maps in Sri Lanka a few years ago. I was a part of the media relations team and the coverage we received post-event was phenomenal! It was also a step forward for the nation which I was ecstatic to be a part of.

What’s the best piece of PR you’ve ever seen and why?

There’s so many! I think my most recent favourite would be KFC’s response to their chicken crisis. I thought it was a wonderful way to address the situation – being transparent and honest while apologising to consumers with underlying humour.

Do you have a motto or ethos that helps you in your everyday work in the PR & Social Hive? What keeps you going and ensures the work you do stands out?

I read a quote a while back by a Roman philosopher Seneca –

“Luck is what happens when preparation means opportunity”

I think this could not be truer for us professionals in the PR & Social team. The industry landscape we operate in is so dynamic and is changing all the time. Our ability to succeed with clients, campaigns, and in turn, business success is determined by our ability to be unique and stay at the forefront of these changes – be prepared to grab the opportunities that come our way, be it a news hook that we can jump onto for a client or a simple tactic that can significantly enhance the results of a campaign.

What part of your job do you enjoy the most and why?

There are so many aspects of the job I love, but I think the one that stands out is securing coverage for a campaign and going above and beyond to achieve the results promised to a client – especially if I am part of the campaign right from the start. There’s no better feeling than when a PR campaign does well and is plastered all over the press (in a positive way of course!).

That’s all from Aamina. Keep an eye out for next month’s TeaTalk where we’ll be sitting down with another member of the Cogent family.