Choosing a field of study after leaving school can raise many questions – what to do next, what skills to develop and how to find your true path? Madara Luīze Eriņa was at exactly such a crossroads a few years ago. Today, she is studying communication and public relations management at Turība University, hosts a podcast and works in the field of communications. In a conversation with TVNET, Madara openly shares her experience – about doubts, challenges and how to find your place and confidence in the study environment.

How would you describe yourself to people who don’t know you?

I am a student, a young woman who is still searching for what she really wants to find and achieve in life. I am open to everything new, even if I don’t always know clearly what the next step will be.

What was your dream profession during school?

As a child, like many, I dreamed of becoming a salesperson – it seemed that then I would be able to take everything I wanted from the store shelves. I have now reached the point of studying communication at the Turība University.

Initially, I didn’t even really know what public relations meant – if someone asked me at the time, I would simply say: “I’ll go study there”.

But now I’m already in the industry, helping to create digital content for various companies.

What inspires you – people, experiences and values ​​that are important to you in your everyday life?

I am inspired by people who have achieved more than me in areas that are important to me – their experience motivates me. Documentaries also inspire me, especially those that depict true stories, such as how the Nike brand was created.

How did you come to the decision to study communication and public relations management?

It was a game of luck. In the 12th grade, I didn’t know anything specific, and it seemed that I was not particularly good at anything – neither chemistry, nor physics, nor mathematics.

I visited the education and career fair “SKOLA”, where I happened to stop by the Turība stand. Until then, I thought it was just a business school, where knowledge of mathematics is definitely important, and a private university, which means it’s very expensive. When I asked if there was such a thing as “without mathematics,” I was told: “Yes, communication and public relations”. That appealed to me, although initially I didn’t even know what public relations meant and what people in this field even did.

Why did you choose to study at Turība?

I knew that I could speak and write a little – those were my strengths. So, I was interested in this field. That’s why I decided to start my studies in an unfamiliar field, taking a risk with my choice, which I haven’t regretted for a single day.

What appeals to you or motivates you the most during your studies?

In my first year, I realized that I had come to a place where I like to study - that was quite a surprise to me.

Taking into account my active work in university publicity and the Student Council, I have received the available study discounts - I have paid at least half as much for my studies as I had previously planned.

In addition, the study schedule is flexible – it is possible not only to study, but also to live an active life outside of lectures, and also to work. I cannot focus on just one thing – I need a little bit of everything in order to be happy and satisfied with my life on a daily basis.

One of the greatest benefits of the study process is the lecturers who are able to teach not only theory, but also inspire with their real-life experience stories. In my opinion, there is no other way to learn.

Is there a study subject or project that has particularly inspired you?

We created advertising campaigns in the study course “Integrated Communication Campaigns” with lecturer Edīte Olupe. I developed a campaign called “Sports without Prejudice”, inspired by my sister, who is involved in BMX, a sport often considered a “boys’ sport”. I organized the filming, created the content, and the visual identity. It was a great, challenging experience that I can now use in my work environment.

What three words would you use to describe your study experience?

Changes. The way I was in my first year and the way I am now - are two different Madaras.

Opportunities. As a girl from Ādaži, I now live in Riga and am able to seize all the opportunities that open up to me every day.

Student Council. It has been a big part of my study years, and during it I have learned a lot about cooperation and teamwork.

Does working in the student government also help you practically prepare for your future work in the field of communication?

I started my work in the student government as a self-government administrator, responsible for finances, which was completely outside my comfort zone. However, the position gave me the ability to collaborate without limits.

Now I believe that I can collaborate with anyone.

Although I used to think that I could only collaborate with certain types of people, now I can find a common language with anyone, and this is a very important factor for successful professional growth.

You host the Turība podcast SAIES – what is the goal of this podcast?

The podcast SAIES is a joint idea of ​​the Student Council and the Business Incubator. The word “saies” reflects the essence of the podcast – to search and find options so that everything in life really comes together or succeeds.

We invite various professionals in their field to visit us – great personalities with different life experiences, with whom conversations are truly inspiring. In this way, not only podcast listeners, but also myself gain valuable insights and experience.

In my opinion, every young person should have a podcast “in their pocket” to listen to – to be inspired and improve themselves, because it is easy to lose yourself in the rush of studies and work.

As soon as you listen to how others have fared, you are able to calm yourself down, recover and understand that everything is fine. The difficulties of the moment are not insurmountable or eternal. After all – there are no nothings, there are only lessons.

What other opportunities besides lectures make student life in Turība exciting?

The Erasmus+ program is definitely one of the bonuses. I myself did not dare, but my friends went to Faro, where they not only got an education, but also learned how to surf!

During your studies, you should try to do more than just attend lectures.

You have to try. It is at this age that you have the least to lose and the most to gain.

What skills and opportunities acquired during your studies do you find most valuable in terms of personal and professional growth?

Studying at Turība has helped me transform from a “chaotic person” into a structured personality.

I have learned to manage projects from idea to result.

Personally, the greatest benefit to me is the people I have worked and studied with. I have become more resilient, emotionally stronger, and I am aware of my limits. I have learned that I cannot be responsible for other people's emotions - I can only control my own.

Do you already know where you will go after your studies?

As many do in their 4th year, the question is whether to continue your studies in a master's degree or not. At the moment I don’t have a clear answer to this question, but I am sure that I don’t want to stop and I want to continue my growth.

I want to improve my ability to be decisive about my choices - if you don’t like something, you have to walk away from it; if you like it - you have to fight for it. I say “no” to a specific decision, but definitely “yes” to opportunities.

What would you recommend to those who haven’t decided where to study yet?

Look for your “compatibility” with the university. This will be your environment for the next 3-4 years. The choice should be based on feelings, not the opinions of others.

Study what you like and where you feel a sense of belonging – both to the place and to the people around you!