The powerful Sydney PR Princesses reveal how tough the industry can be
THEY call them the PR Princesses — the new breed of young, powerful publicists who will do just about anything to seize the crown prize — satisfying their customers. They reveal the secrets to their success to The Sunday Telegraph.
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THEY call them the PR Princesses — the new breed of young, powerful publicists who will do just about anything to seize the crown prize — satisfying their customers.
To be a PR Princess you don’t have to be able to detect a pea under your mattress but you do have to be able to share your #OutfitOfTheDay, turn breakfast into an Instagram post and plan a new look for the office, all before 9am.
And if the models you booked for a photo shoot have cancelled, you’ve got to be happy to slip into the brand’s clothes and strike a pose.
The Audience Agency founder Montarna McDonald is definitely a PR Princess. Unlike the old-style publicists, there is no rule about staying discreetly behind the scenes.
McDonald, 28, recently donned a mini-skirt, a branded T-shirt and glittered up her hair to promote her client’s float at the Mardi Gras.
“This was a project 12 months in the making,” she told The Sunday Telegraph.
“On the day we threw ourselves in to the festival vibes with Mardi Gras makeovers, swapped the heels for trainers and danced all night as the float travelled through Oxford Street.
“There are so many companies and freelancers in the market and brands natural expect much more from their communication partners.”
McDonald said self-promotion is a vital part of the business these days.
“Businesses are an extension of their director’s visions and values, PR companies are no different,” said McDonald, who has an impressive 14,500 Instagram followers.
“It is not a surprising progression within the industry as the fundamental principle of PR is gaining brand awareness.
“Publicists are now just applying these principles to their own personal brands. Being someone who is in the know and well versed both in front and behind the camera really helps to better manage clients and help them navigate through the shifting PR and media landscape.”
McDonald is a regular on Sydney’s social scene and uses magazine profile pieces in a bid to build her and her company’s name — but, she says, the client still comes first.
“The PR world is run by reputation so I have always ensured The Audience Agency delivers our clients the best results and does not leave a rock unturned,” she said.
“Back in the day, PRs were behind the scenes and usually only known to media — now everyone has a platform and a level of influence in their sphere.”
Ali Smyth, founder of Electric Collective, knows a PR Princess needs to look the part, both in real life and online, as well as having a lavish office complete with designer furniture and artwork.
“For me, Electric Collective is not just an agency but a brand that will align and identify with like-minded clients,” 34-year-old Smyth said.
“A brand won’t choose to be represented by Electric Collective if it doesn’t believe in who the PR agency owner is — that owner bleeds life into the business.
“The staff, the art on the wall, the branding, the logo, the business cards, the green velvet lounge in the office and the type of music played while you check your inbox — these all build the brand of an agency.”
Smyth, who said she liked to remain more behind the scenes than many of her counterparts, said social media is the magic wand that all PR Princesses must learn to wield.
“I believe social media has changed the role of a traditional PR and has increased the competition,” she said.
“It’s (social media) instant gratification for a consumer, though also means a post someone may spend hours crafting is scrolled past in seconds. Instagram is also a very easy way to judge the vibe of a brand or individual — Electric Collective’s social media page is a representation of not only who the agency represents, but also allows potential clients to see our personality — for some it may not click but for others it’s the perfect fit. From a business perspective it makes it easy to understand our agency’s personality.”
For Maz Coote, 30, who was mentored by PR Queen Roxy Jacenko, running her own business has meant she has to be “on” 24 hours a day, seven days a week.
“You have to be looking for opportunity around the clock,” Coote said.
“To stay afloat — you sacrifice. Whether it is a personal life, or often sleep — it sounds basic, but that is the bottom line. You do what you need to do to deliver.
“Without question this industry is more cut throat than it used to be and I think this comes down to the digital environment we now all operate in.
“Current and potential customers can see in real time what is being executed by the agency — PR was always a very invisible function I think, the goal was to secure coverage and visibility for the client.
“How that was executed behind the scenes, it wasn’t seen. The goal hasn’t changed, but now every move we make as an agency is very visible — and every move we make is a reflection of our clients, and I think it is very important to recognise that and operate with that knowledge.”
Yet the PR Princesses don’t always have things their own way. Just like with any battle for a crown, the old rulers don’t hand over their power without a fight.
Old-school publicist Prue MacSween, who has been in the game since 1986 and looked after big name clients such as British Airways, NSW Lotteries, Westfield and Tourism Fiji, said there is a fine line between promoting yourself and your business to benefit your client and attempting to turn yourself into a minor celebrity.
”Back in the day it was almost entirely about the product or event you were launching and publicists were very much behind the scenes,” MacSween said.
“These days, some publicists have become the brand by building their social media channels. They believe that promoting themselves with the brand adds greater influence and reach — but I am yet to be convinced of that.”
Founder of established PR agency NAC Nikki Andrews agreed and said, while her company moves with the times, she still believes in doing business “behind the scenes”.
“I am sure there is a place for both the new and old guard but here at NAC we certainly see the power of promoting your company but that doesn’t mean you see a photo of me or my team every week.”
“I am not saying the new guard’s way is wrong, it is just different.
“If someone came to me and said: ‘Nikki, can you put on a pair of Calvins and pose in them online’, I would say no. I am so old-school.
“I have been doing this for a long time and I guess how we tackle PR is in a different way.”
Originally published as The powerful Sydney PR Princesses reveal how tough the industry can be
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