Public Relations queen Sarah Cichy says the industry is not all about glitz and glamour

PUBLIC relations queen Sarah Cichy has stamped her mark in the PR world and says a lot goes on behind the scenes and it’s not all air-kisses and fancy lunches.

Sarah Cichy’s firm Piccolo specialises within the three distinct areas of home, kids and people.

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YOU might imagine a career in public relations is all about glitz, glamour and Ab Fab-style long lunches.

But Sarah Cichy, who has been in the industry for more than 10 years and runs her own company, Piccolo PR, says a lot goes on behind the scenes.

“It’s busy. PR is not about air-kisses and fancy lunches. It’s about relationships, trust and hard work — having an authentic interest in your client’s strategy and direction,’’ Cichy says.

She says becoming a public relations pro means being able to thrive in a high pressure environment, along with the ability to tell a brand’s story and meet deadlines.

Cichy says the industry needs people who can think of different ways to get the public’s attention.

“We attract media attention so that our clients can land in the glossies (and stay there),” she says.

“It’s about communication ... journalists, bloggers, celebrities, trade, government, stylists, and the cool kids, you name them, we’re talking to them.

“We monitor beats and the online realm to ensure our clients stay ahead of conversational currents.”

Cichy says a public relations professional will sit down with clients to help define what success looks like to them from a media perspective and map out a strategy to get there.

Sarah Cichy of Picollo PR says her client list is built on trust and plenty of hard work doing all the necessary tasks to sell their brand name.

It’s always about our clients, says Sarah Cichy.

She says that in today’s digital age, social media plays a strong role.

“We’re social ‘braggers’ as well. We use the power of social media to attract customers and drive sales.”

PR professionals need to be articulate, well read and intelligent, she adds.

“They need to understand and care deeply about the subject matter.

“It’s not a nine to five job ... you need to keep up with conversations and current affairs and be on standby.’’

Cichy says the industry demands those “fit in stamina and spirit”.

“Some days you have to hustle and other days the phone won’t stop calling.”

Rewards come from happy clients and meeting interesting people. You also can get to rub shoulders with celebrities, she says.

Cichy says apart from a degree in communications or PR/journalism lots of experience helps.

“Before graduates apply for a permanent position, I highly recommend a series of internships,’’ she says.

“You also need to have a warm personality and be engaging. I would happily sit down and have a coffee or lunch with my clients and talk about everything but business.”

For more details visit: piccolopr.com.au