“A journalist and a PRO are like the two sides of the same coin and one cannot become a success without the help of the other”

RAMESH KERUR tells JYOTHI VENKATESH

In this special and exclusive e mail interview with retired senior PR person Ramesh Kerur on the occasion of his 78^th birthday today on August 8, we wish him a happy birthday on behalf of bollyy.com and Mayapuri and carry an interview of his by JYOTHI VENKATESH where he states that today, the times have changed, and big PR agencies have taken over and it is challenging but one needs to seek opportunities and be ready to work harder as a PR person.

How did you make the transition from being a journalist with KT reports to be a PR guy?

After working with KT reports for almost 9 years the publication decided to close down their operations. I then made a swift move and started working as a full-fledged PR professional. It has been a wonderful journey since then.

What attracted you to take up PR job and who was your inspiration?

I had an opportunity to work with senior pr guys like Harish Mehra & Bunny Reuben who have inspired me throughout my journey.

Which was your first break as a PRO?

In the year 1972, there was film produced by Tasveer Shah starring Vikram & Vidya Sinha, directed by Jay Prakash Karnataki (late actress Nanda’s brother). It was my first project and my most memorable one.

How did you hone your craft as a PR professional?

I have always been a quick learner. I remember my days as a beginner when I used to keenly observe the work of other PROs and learn from them. My interest in this field was my driving force and I never stopped learning.

How many actors are your friends today?

As time passed by, I lost touch with quite a few of them. Some of them are still my good friends and I cherish their company.

What has been your growth as a PRO in the film industry till date?

The growth opportunities in this industry are endless. I have been fortunate enough to work on multiple projects that advanced my career immensely.

Is a job as a PRO even today a paying profession?

Today, the times have changed, and big PR agencies have taken over. It is challenging but one needs to seek opportunities and be ready to work hard.

Who would you say have been the best PROs in the film industry till date?

I feel that the best PROs in the film industry were Harish Mehra & Mr. Bunny Reuben.

Did the thought of becoming a producer ever came to you?

Yes, I did work on this thought and even registered a production company and had signed Bharat Rangachari as a director. We were to sign Anil Kapoor in the lead, but due to some unforeseen circumstances we decided to drop the idea.

What are the lessons that you learnt as a PRO?

One should be willing to put in the hard work and always stay true to their values.

Did you approach any star when you were in a desperate situation? Did he or she help you?

Thankfully in my case, I never faced such a situation.

Is being a PRO thankless job, as the late PRO R R Pathak had gone on record?

No job is a thankless job. Being a PRO has its own challenges as this is a very demanding industry. At the same time, it also gives you many opportunities, which you should know how to cash in.

You started off as a journalist but ended up as a PRO. In what way do you think journalism is better than being a PRO?

Both positions are very different in nature and require individual skill set. I would not say that one is better than the other.

Do you think today individual PROs have vanished and PR agencies are surviving?

It is sad but absolutely correct, because in the current times, it is only the PR agencies which are leading the industry.

Is being a PRO today tougher than what it was when you started your career?

We are living in a digital world. Today, the PRO faces lots of challenges as there are so many media for promotions. In our times, life was simpler and we had to deal with only the print medium, which was easier to approach and what’s more, friendly too.

Why did you quit being PRO 10 years ago?

Being a senior citizen, it was strenuous for me to meet the challenges of this profession, and hence I decide to discontinue.

Is the journalist and PRO relationship as good as it used to be earlier?

Journalist and PRO are like the two sides of the same coin. One cannot become a success without the help of the other.

What do you think is the relationship between actors and journalists today when compared to what it used to be earlier?

It is the same, because I feel that actors need publicity and hence the journalists are received with warmth.

Which are your personal 5 favourites as far as your PR work was concerned?

My favourite film projects were Neeyat starring Shashi Kapoor, Jeetendra, Rekha, Sitamgar starring Dharmendra, Parveen Babi, Rishi Kapoor & Poonam Dhillon, Sone Ki Lanka starring Jeetendra and Jayaprada, Zulm Ki Hukumat starring Dharmendra, Govinda& Kimi Katkar produced by Sajid Nadiadwala, Jeet produced by Sajid Nadiadwala starring Sunny Deol, Salman Khan & Karisma Kapoor and last but not the least Judwa starring Salman Khan & Karisma Kapoor.

Do your clients remember you today and also are they in touch with you?

A few close ones are in touch with me and we occasionally share fond memories of the good old times.