Society moth, bon vivant and Voxfrock guest columnist Shiva “The Count” Singam, plunges deep into the glamourous lives of Melbourne’s top Public Relations consultants. Who are they? How did they get there? What exactly does a PR do anyway? And, that glamour thing; is it myth or real? With 11 pointed questions, Count Shiva teases out intriguing truths and presents them here in his luxuriant literary style.
(Longform post: 10 minutes read time.)
Main picture, top: International L’Oreal Paris ambassador and Hungarian supermodel Barbara Palvin, hams it up on the AMPR red carpet with L’Oreal Melbourne Fashion Festival CEO Graeme Lewsey.
A matter of stature: Shiva “The Count” Singam measures up – as best he can! – to social butterfly, in-demand A-lister and Australian Opals basketball champion, Liz Cambage.
We are drawn by the glamour of their profession…gorgeous damsels and dapper gentlemen, oft clipboard or iPad in hand, and always superbly attired. They seemingly stand as gatekeepers to a well guarded world occupied by the denizens of celebrity, society, glamour, fashion and the uber beautiful. Their power extends to welcome you into this wonderland (if they choose to invite you), into the coterie of marvellous events and fabulous happenings that pepper the social year. Their god-like supremacy is so alluring, many wish to bask in their glory or even morph into them.
They are ‘PUBLICISTS’ and their profession, Public Relations or PR.
The glamour, the glamour!
Created by Helen Reizer’s HRPR.
Though we see the gilded aspect of their profession, PR is an oft misconceived phenomenon. Most perceive it only to be represented by the events aspect of the industry. The fascinating guest lists, the endless photographs in glossy publications and newspapers, all misleading us to believe that this profession is all glitz and glamour. It is really this occurrence that gives rise to most young folk aspiring to pursue a career in PR. So is a shiny dewy face, glossy locks, an on mode outfit and a brash ‘it bag’ enough to get you into a job at a leading PR agency?
The truth most publicists will tell you is that the glamour and fabulous events are the end result of a hard slog to achieve a successful campaign for a client. Much more is involved in the real business of PR. It is an industry which is highly competitive, involves arduous and long hours at work, late nights, early starts and deep friendship with a computer. Chiefly it is an industry which requires intelligence, joie de vivre, ambition, determination, patience and stamina…stamina…stamina!
According to PRIA (Public Relations Institute of Australia), public relations is, “The deliberate planned and sustained effort to establish and maintain mutual understanding between an organisation (or individual) and its (or their) publics.” PR does not want to necessarily make a big mass splash. It’s aim is not sell you Product A today, but rather to work hard at keeping Company A in business over the long term.
PR agencies, as opposed to advertising agencies, promote companies or individuals via editorial. This is known as ‘earned’ or ‘free’ media-stories appearing on websites, newspapers, magazines and TV programs-as compared to ‘paid media or advertisements. In reality the aim of PR is to promote clients or products as honest, important, exciting or relevant as possible.
International L’Oreal Paris ambassador and Hungarian supermodel Barbara Palvin hams it up on the AMPR red carpet with L’Oreal Melbourne Fashion Festival CEO Graeme Lewsey.
The concept of PR is not modern; it is as old as society. Some academics have identified a propaganda-spieling Babylonian tablet, dating from 1800BC, as the earliest example of public relations. The notion of creating ‘hype’ really manifest during the settlement of the ‘New World’, when exaggerated promotions were used to attract both settlers and investors. Pamphlets and anti British slogans were also widely used in Boston to gain support against the ruling British during American insurgencies in the mid 1700s. It was not till early 1900, that PR manifest as a paid occupation and The Public Relations Bureau, was founded in New York by Ivy Lee and Edward Bernays. Lee and Bernays are considered the fathers of modern PR.
Melbourne has many PR agencies of varying size and uniqueness of approach to their clients’ needs. Chief among the larger agencies is AMPR. The boutique firm of Kate and Co leads the blossoming plethora of mid-sized agencies. Helen Reizer’s HRPR and Kyra Pybus‘s eponymous Pybus PR, are sole operators in this tough industry.
AMPR
Cremorne based, AMPR, has long been established as one of Australia’s leading PR agencies, in fact the agency was founded in 1991, by former managing director and PR stalwart, Ann Morrison. Now ably led by the powerful triumvirate of Sarah Gale, Charlie Goldsmith and Jess White, the team at AMPR are responsible for some of the most noted consumer, fashion and lifestyle related campaigns in Australia and New Zealand. The team is young, bright, energetic and renowned for a ‘can do’ attitude. The client list is impressive, including leading retailers David Jones, Zara and Raoul. They have also been instrumental in recent campaigns for the L’Oreal Melbourne Fashion Festival, Paspaley Polo in the City and the St Kilda Festival among many others.
AMPR’s Charlie Goldsmith and Sarah Gale
HRPR
Helen Reizer of HRPR, is a solo PR powerhouse. Reizer honed her skills over many years in the fashion industry both here and in London where she controlled the marketing, PR and advertising for high end international women’s wear brand, Susan Woolf. She established HRPR in 2008, manages a wide range of clients, and is renowned for her extraordinary workload and boundless energy.
Helen Reizer of HRPR
KATE & CO.
Kate and Co is the reincarnation of former PR agency, Kate Keane Publicity and Events. Keane was joined by former studying companion, Kate Bensimon and the new agency was born. The Kates are renowned for their dynamism, effervescent energy and commitment to clients. The partners bring a combined 20 years of exemplary experience, knowledge and contacts to their ongoing relationships with MYER, The Botanical (hotel), Due Punti and Penfolds.
The Kates of Kate and Co., Bensimon, left, and Keane.
PYBUS PR
Solo director, Kyra Pybus formed Pybus PR following her postings in London and Dubai where she managed PR for global fashion brands including H&M and Ted Baker. Her knack for the luxury category and love of digital media has made Pybus PR the leader in the micro agency category in under five years. Pybus’s raison d’être includes The Mansion at Werribbee Park and a stable of other luxury boutique hotels, the heirloom produce category of grocery giant Coles and digital strategy for The Arts Centre. Pybus also manages a discerning list of the fledgling design, arts, events, accessories and fashion labels that make Melbourne so… Melbourne.
Kyra Pybus, centre, of Pybus PR, with Melbourne power bloggers Sarah Willcocks, StyleMelbourne, left, and Phoebe Montague, Lady Melbourne, right.
These four PR powerhouses generously offered insights into their rarified world via these 11 questions:
Q 1. How would you define public relations?
(Answered by Kyra Pybus of Pybus PR)
“Simply put, we are content creators. Public Relations is really a whole host of strategies that we devise so that the greatest and most relevant audiences come into meaningful contact with our clients. It involves activations, social, digital, traditional media and events. We plan campaign imagery and stories that are seen in the media. On a more sophisticated level we also create contexts through which the public and key influencers experience a brand.Public Relations can be understood to encompass any space in the media that is earned, rather than paid for, and that is the key difference between advertising and PR. Our job is to make great opportunities for clients to earn that attention in the media by drawing attention to what is brilliant and noteworthy about them.”
Kyra Pybus handles the media – cocktail in one hand, microphone in the other.
Q 2. There is a pre-conception that PR is all glamour with a focus on events, celebrities and and socialising. How does this differ from the reality of what is involved?
(Answered by Sarah Gale of AMPR)
“In the industries that AMPR operates in (retail, fashion, lifestyle, consumer and events), working at and on events, managing celebrities and ‘networking’ after hours are indeed part of the job. However I wouldn’t say this is true to all disciplines of PR! The reality is that PR is hard work and requires a lot more intelligence, education, drive and determination that this preconception implies.”
David Jones summer launch – all in a day’s PR work for AMPR
Q 3. There has been historical evidence and statistics that prove that the 1980s till the mid 1990s were globally the ‘hey day’ of public relations in terms of spending. Is this the reality or do you feel that both companies and publicists are more savvy and better use their marketing financial resources?
(Answered by Kate Keane and Kate Bensimon of Kate and Co)
“From what we’ve heard there was definitely a hey day but, we unfortunately were not there to be a part of it! It sounded fabulous! Long lunches and money to burn….. And not just in PR but all marketing channels, which definitely isn’t the case anymore. Unfortunately PR can sometimes still be tainted with this label, and is often misunderstood. Today, it’s fair to say companies are more careful with how they spend their money, and PRs are more accountable and therefore effective with the time they spend on campaigns. The world is changing, everything is becoming more centralised and resource cutting is commonplace.As a result, PR agencies have had to be nimble and adapt to the times. It’s about tailoring a campaign to the client that gives them best bang for buck.”
Sydney glamour Penfolds launch by Kate and Co.
Q 4. Relating to the issues raised in question three, has it become harder to convince potential clients to spend on public relations?
(Answered by Kate Keane and Kate Bensimon of Kate and Co)
“We’re fortunate that a lot of new business comes through word-of-mouth, so most clients are committed to PR and have a solid understanding of it before they appoint us. However, sometimes a client may have a limited budget, but if they see value they will usually find the money. It’s all about trust. It can take time, but we work with clients to establish trust, so they come to rely on us, being the experts with years of experience in the industry we know what works and what doesn’t and as a result can help deliver results. Of course there are times when a potential client doesn’t understand the benefits of PR, so instead of trying to convince them, instead we find someone who does!”
Q 5. Given the downturn in global economies, how has the PR industry been effected?
(Answered by Helen Reizer of HRPR)
“There are always opportunities for publicists to wave their ‘magic wands’ no matter how tough the economy gets. Good publicists are able to work out clever, financially viable PR, marketing and promotional strategies for their clients. The big guns, like Coca-Cola still spend huge money on advertising, but smaller organisations seek out adaptive and collaborative strategies across public relations, marketing, promotions, and advertising to utilise all possible resources.”
Q 6. Relating also to question 5, do you agree with recent studies that suggest that in times of economic depression, spending on PR is maintained or even increased, to keep consumer and even investor confidence buoyant?
(Answered by Kyra Pybus of Pybus PR)
“Businesses should cut off their electricity before they think of cutting off their PR ! It’s the PR efforts you make that will keep your community/market informed and nurtured. And that will see you through the drought and have you nailing it again long before your competitors begin to recover.”
Gift bags await their celebrity and media owners at another Pybus PR event
Q 7. With relation to question 6, how are the fashion, beauty and lifestyle industries particularly affected?
( Answered by Helen Reizer of HRPR)
“It’s evident that large amounts of samples and gifting strategies become obsolete when times are tough. These industries become more selective in their strategies to identify with the consumer. It’s difficult because people are also more questionable these days with regard to freebies and samples. It’s sad, but true — fashion companies are also seen to make public relations departments redundant when facing economic depression.”
Q 8. How would you rate the importance of ‘social media’ versus mainstream media such as print, television and radio with relations to the PR industry and has this shift effected your attitudes to forming potential campaigns for clients?
(Answered by Sarah Gale of AMPR)
“Social media and mainstream media both play a pivotal role in a PR campaign and both need to be communicated to differently. Social media has affected the way we plan and execute a strategy due to its immediacy and the level of engagement that gives the consumers, not just the media, a powerful and credible voice. However the value, knowledge and credibility of traditional media cannot be overlooked and remains an integral part of any campaign.”
Q 9. What are some of the most memorable campaigns or events you have worked on?
(Answered by all)
AMPR (Sarah Gale)
“Oh, there have been far too many to mention!! We are so fortunate to work with a diverse mix of local and international brands including the L’Oreal Melbourne Fashion Festival, David Jones, Forever New, Alannah Hill, Jack London, Zara, Melbourne Central, Cadbury Easter, Fiat Chrysler Group, Disney, Mimco and many more, and each campaign and event is memorable in its own way. A couple of standouts would be the glamorous relaunch of the David Jones Bourke Street store, launching Zara to Melbourne in 2011, supporting the Children’s Cancer Centre Foundation through the Million Dollar Lunch and the magical Cadbury Easter launch last year. And of course, the L’Oreal Melbourne Fashion Festival which continues to amaze and inspire me.”
Kate and Co
“Penfolds “The Blocks” — a multi-sensory space in Sydney dedicated to de-mystifying wine by creative genius Faye Toogood (UK). We managed the VIP launch event and the PR campaign for both the space and Faye. Myer Melbourne Cup Carnival; year after year Myer has one of the most coveted marquees and guest lists at the Melbourne Cup Carnival; we are responsible for the guests on each race day and work closely with Myer regarding who is invited and who is not! Cascade First Harvest launch 2013: hop picking in the spectacular Derwent Valley in Tasmania culminated in a VIP event at Hobba Prahran designed by Joost Baker. Brown Brothers’ Prosecco launch in a bespoke space with trusses and hanging greenery. Phaidon Press (UK); the UK publishing house responsible for the Wallpaper Guides launched ‘Where Chefs Eat’ to an international audience on 1 January this year. We worked closely with the Australian media around launch time and achieved front-page editorial in the Sydney Morning Herald! The Bensimon Diamonds launch, voted the ‘event of 2012’ by Mik Grigg (Gatecrasher editor, The Sunday Age), hosted at level 28, Crown Metropol with in excess of $2 million worth of diamonds. A real diamond ($16,000 value) was sitting in one of 100 glasses of G.H. Mumm Champagne awaiting a guest to find. Orpheus Island, Great Barrier Reef ; we are very proud of the work we do for Orpheus, which has resulted in more than a million dollars worth of PR coverage and helped establish the new ‘foodie revolution series’, a masterclass event series on the island.”
Elaborate indoors picnic for Brown Bros Prosecco range, by Kate and Co.
Pybus PR
“Memorable campaigns for me personally are when the results blow out client expectations completely. I love being able to get a client who is a new entrant in their category into a high-visibility article alongside the best-known stalwarts of their industry. I’ve managed to do this in the most competitive of spaces, including Australian Fashion Week twice and in the very overcrowded swimwear category. That doesn’t happen without good PR. When a client wants to sell overseas that’s where the fun really begins. I recently got a client featured in Martha Stewart online. Naturally, (the client’s) website went bonkers with traffic. She had to start a waiting list and restock the featured product 3 times over! I am told that the launch we did for the high tea at the Mansion Hotel & Spa at Werribee Park late last year is the most memorable work we have done. We filled the heritage-listed portico balcony of the Mansion with 100 media and influencers. We feasted on utterly scrumptious baked items and bubbles and everyone left with divine T2 gift bags. I was thrilled that key media considered it the ‘event of the year’ and claimed it was the best guest list they had seen. That is gratifying. Press started hitting about the event before the sun went down.
HRPR
Reizer’s most successful campaigns and events include the EJ Whitten Poker Tournament at Crown, the annual Royal Children’s Hospital-Celebration of Life Gala Ball (for the Neo Natal Unit) held at Crown, Kayser Bombshell Bra Launch in both Sydney and Melbourne. Recently for the propagation of the ’empathy cause’ a highly publicised event for upcoming film, Stand in My Shoes garnered a guest list of Melbourne philanthropic types. In contrast, Reizer’s event for Lexus of Brighton IS Launch, was fun, energetic and brimming with young, bright things. At popular venue, The Newmarket Hotel in St Kilda and other venues, Reizer also created much hype and publicity for the Mexican Day of the Dead Festival.
Innovative cookie giveaways by HRPR
Q 10. What advice do you give aspirants who wish to work in PR?
(Answered by Sarah Gale of AMPR and Kate Keane and Kate Bensimon of Kate and Co)
Sarah Gale:
“Be determined and get as much experience as possible, read and absorb (magazines, papers & blogs), be creative, start developing your little back book of contacts and show initiative. Finally, don’t believe the pre-conception that PR is all glamour, events and celebrities!”
The Kates:
“Know the media landscape; read newspapers every day; know your magazines; watch the news; scan online sites and understand what makes a good story and who is writing it. A good PR lives and breathes media. Knowing your media is becoming increasing important as more and more journalists are becoming time poor, they are juggling more than they ever have and as a result need to be pitched a good story that is tailored to them and suited to their section/column. Write, write, write. Learn to write a good press release, it will be invaluable in your PR career. A good starting point, might be speaking with a couple of journalists and others in the media to understand what they are looking for and create your releases with this in mind. Just be a hard, eager worker, while at an entry level it may seem like very unglamorous work, it pays off! We’ve all stuffed envelopes and carried hundreds of gift-bags in our lifetime. It’s those that put in the hard work and help wherever they can that succeed. Sometimes it might just be offering to get your boss lunch when she’s too tied up to get out the door.”
Q 11. What are some key characteristics or qualifications you would look for in potential applicants?
(Answered by Sarah Gale of AMPR and Kate Keane and Kate Bensimon of Kate and Co)
Sarah Gale:
“Enthusiasm, excellent communication and presentation skills, education or experience in PR or related industry, passion, strong social media skills and the ability to think outside the square.”
The Kates:
“We look for those that have a hunger for PR. We love working with new young staff who are bright and bubbly; creative thinkers; and those that can think outside the square. Not minding hard work is also a good attribute as is multi-tasking. But also just as important, is someone who can smile, have a bit of fun, and at the end of big ‘glamorous’ event have a glass of bubbles with the team to celebrate!
FOOTNOTE:
PR, yes there is high level of glitz and glamour attached to this industry, but as our friends from AMPR, Kate and Co, HRPR and Pybus PR tell us, there is a lot of hard work and dedication to long hours required. The ultimate prize is the end result…a successful campaign delivered to a satisfied client and an appreciative public.
So Huzzah to all PR folk, long may they keep us aspired and inspired!”
