The point of public relations, says Peangpen Praisaeng, is to get the message across fairly.

The point of public relations, says Peangpen Praisaeng, is to get the message across fairly

The public-relations game is like advertising - a big con, right? Don't say that around Peangpen Praisaeng - she'll take offence. Albeit very, very gently.

There's a crucial difference between public relations and advertising, says the managing director of Public Hit: PR people don't make promises.

If you make a promise and end up disappointing a customer, a client or the news media, there goes your credibility, and without that, you won't get anywhere.

Her firm simply refuses to handle alcohol accounts because it would involve disingenuous promotion.

"We have to be sincere, and then we're treated well in return," says Peangpen, the lively and fun-filled former editor for Praew magazine.

The business is a juggling act, of course. You have to meet clients' expectations and, at the same time, not be too pushy with the press.

"People will say that taste, connections and language skills are the most important qualities for a PR person," Peangpen says, "but, to me, you mostly need a 'service mind'.

There's also a blizzard of paperwork, so you have to be willing to work hard, she adds. Writing skills are an advantage, journalism experience a definite plus.

You need a positive attitude and a natural friendliness and you have to be fair to everyone.

"For example, when we send out press releases and invitations, we don't pick and choose which newspapers and magazines - we treat them all equally."

A lot of reporters have switched to PR, lured by the better pay, but what about the socialites who want to get involved?

Peangpen thinks some young celebrities recognise that PR work is an interesting challenge.

"This is a profession where you need creative ideas and presentation. Everyone has his or her own special character, and their own limitations."

And while good looks can be a benefit for a PR consultant, she says, "Our focus has to be on the customers, not ourselves."

The salary usually starts around Bt10,000 for rookies right out of university. There's plenty of opportunity for career advancement, such as moving on to bigger agencies, but teamwork is absolutely essential.