FHM Pakistan
Interviews

Erum Masood – Adviser Media Asia Commonwealth Businesswomen’s Network Marketing & PR Consultant

FHM: Tell us about your educational background and your journey till now?
EM:
I graduated as BA (Honors) from Karachi University (major subjects Economics and English) and later did BBA from East London University (UK) the journey since then has been equally interesting and challenging but above all it has been worth it, the reason being today where I am it is because of the fact that if you move along with time, success finds the way in!

FHM: How would you define your journey as a PR consultant?
EM:
I am a people’s person and for me Public Relations; is all about building trade between the product and the consumer. In the last 15 years living in London, my overall perception of PR is very different from the PR practiced in Pakistan. As a PR and Marketing consultant I have worked and shared my experiences with the top brands, media houses and celebrities all over the world.

FHM: You are associated with different universities, tell us about that? How do you tend to enhance the youth of Pakistan in this regard?
EM:
“Empowering Youth” as been my subject since 2015 when I have a tribute to the Pakistani youth in the Pakistan Achievement Awards UK & Europe.  All my life I have worked in and around the media industry but in 2014 I developed a passion for teaching when a friend of mine approached me to do a Safe School project for the war conflict zones. Pakistan is the 5th largest country in the world having 75% of its population (11+) and therefore I consider Pakistan as one the richest and most emerging country amongst the other South Asian countries. My main objective is to build the confidence of my students and to motivate them that they need to empower themselves through positive mindset and to do anything which they can do best! Today we need to grow with the youth and believe in them. I am actually a fan of most of my students and some youngsters I meet as a mentor during educational and social events.

FHM: You have excelled in achieving numerous international achievements? Tell us about them.
EM:
Life has been good and with the blessings of my parents and my family I stand proud to be applauded for my small contribution but in my words worth the efforts!  My sense of achievement comes from my passion to work and excel accordingly till I meet my target! Living in a multi cultural society you also have to keep in mind that you are competing with just not your skin color but there is a more to this.  Some awards are received was the belief which my team and my seniors had in me; I always say that “one is always good as the team is” and this is the biggest reward working in a corporate culture, where you have to keep your position and them also progress!

FHM: You also have experience of arranging different events and marketing. How do you see yourself in this market?
EM:
I do not do event except for the one ‘which if for own brand promotion or a community based, which are more of public awareness like women empowerment or educational forums, creative writing workshop, event management and how to sell your event.  As far the market presence and social networking is concerned I get most of the invites in the city but prefer to choose and relate to the ones I can fit in!

FHM: What is your take on women empowerment as you are a complete example for the young aspiring working women?
EM:
Being an executive member for the “Commonwealth Businesswomen’s Network I have realized that behind every woman is the woman herself and I strongly believe this that woman is a stronger gender than the man both emotionally and professionally, well this is something which can lead into a massive argument but the recent studies do show and endorse this!  Since 2011 I have supported and worked as a mentor for girls / women. Last year for the international girl’s day in October to mentor 1500 girls with a team of 150 leading women in the world. I take a lot of energy from the young and aspiring females of today as they have a much diversified mindset and look at things in a more practical manner than we our generation did. All my young ladies (students) say I am their role model which keeps me young at heart and also supports in making myself better .

FHM: Preceding a career full of various fields, how hard is it to balance things out in life?
EM:
Most of my personal life is around my friends and family living in two different countries with different timing is a blessing as well because I am always with a family wherever I am. The balance in life is just a phase “balance diet” which is never happening (lolz) but life has been good so at my age and position I don’t have many complains. My most cherished moments are with my son and my sisters and few friends close to heart!

FHM: How would you describe the current situation of Pakistan media industry?
EM:
Media is the only industry emerged in Pakistan, either negative or positive, an image which we choose to portray. I have been in the industry since 1988 and has seen it evolve and in perhaps every sector but the thing which is very disturbing that media is a social obligation and it a way to connect to the masses and I feel that we have not managed to place it well. Mafia Media is what works here, no compliance no international collaboration and above all no proper institutes for the young and fresh talent to come forward and represent! Even after 16 years coming to Pakistan I see the same faces on the TV and magazine covers!! So I cannot say where it stands but its moving very slow but probably in the right direction!

FHM: Is it possible for young people or students to join you as internees?
EM:
Indeed and I am so proud that 3 of my students are my business colleagues and it is a such a pleasure and experience to work with them,, I work on an open door policy, if you can do one thing right and sell yourself in the market then I am here to take it further with you.

FHM: What are your plans for the future?
EM:
I am person who lives for today, if my today is good I shall have a better tomorrow.

FHM: Any desire that you want to fulfill?
EM:
I would not quote this as a desire but yes something I would like to do for the women and youth is to open a Media Academy to train and educate to learn the skills and master this through business management and set up their businesses.

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