#SheCan The Publicist
#SheCan proudly sponsored by the AgriFutures Australia Rural Women’s Award
“I have always loved media and initially had dreams of becoming a journalist but I got distracted after uni when I landed my first job as an entertainment publicist in Sydney.
Most of my clients were in theatre or dance so there were events most nights, lots of champagne and taking media out for long relationship-building lunches.
When I had my first daughter at 29, I optimistically went back to work after 3 months but the tussle of parenting, opening nights and being on call 24/7 didn’t feel right and when Maddie was one - we moved to Moree and set up camp in the bush.
Since then I’ve lived all over NSW and now I’m lucky enough to call Coolamon home.
Like all good stories - Regional PR was born out of a career crossroads.
In 2018 Scotty and I hit a rough patch which saw us having to move suddenly and the pressure was on to find a new home and pick up work fairly quickly.
Because I had been working remotely for almost a decade, (and this was pre-covid), I struggled to tick the boxes that most recruitment agencies required. So I rented an office space, came up with a name and unearthed some amazing clients early on.
The one question that always brings me unstuck is when I am asked ‘what an average day looks like?’
No day is the same but I do sit down on a Sunday and try and map out my week otherwise it feels chaotic. I ritually spend half an hour at the start of every day skimming the news headlines, ABC, Daily Tele, The Aus etc. I also have a number of newsletters that I subscribe to across different sectors.
Some days it is strategy, other days it might be on the go for a big event or coming up with angles to land stories.
A large chunk of the day is spent on the phone talking to journos and clients and then daily WIPS with Zelda and Emma who work for me and are also flat out working on campaigns and projects.
Despite the name, I don’t just work with regional businesses and over the years have worked for a number of metro-based founders and organisations.
The lens that I apply to any potential client is that they must be having a positive impact in rural and regional communities. This has been a natural progression, and feels more important than location.
I am definitely a people person (funny that!) So for me, the relationships with clients and other rural creatives are a highlight. There is a really strong cohort of people in the bush who constantly champion each other and I am also lucky enough to have Zelda and Emma who I work with every day. Finding people that share your values in work and in life is a gift.
Growing up in outback NSW, I saw how those around me dealt with challenges like drought, isolation, lack of childcare, and the odd horrendous mouse plague and just got on with the job. Rural communities are bound by these experiences and this makes for a lovely dynamic that you just don’t find anywhere else.
My advice to women wanting to make a career in regional Australia would be to work hard, have fun, and don’t be afraid to have a go.
PR has always been predominantly female-focused and all of the best regional agencies that I know of are owned and run by women.
More broadly there is increasingly huge potential for women to progress in the ag sector. I didn’t have those opportunities growing up, and now as a mum of three girls, I am all for it.”
Our #SheCan Campaign is proudly sponsored by AgriFutures Australia, Rural Women’s Award.
AgriFutures Rural Women’s Award is Australia's leading prize celebrating the courageous leadership and entrepreneurial drive of women involved in Australia's rural and emerging industries, businesses and communities.
For over 20 years, the Award has garnered a significant and respected status among parliamentarians, industry, media and Award alumni. Each State and Territory Winner receives a $15,000 Westpac grant for their project, business or program, access to professional development opportunities and alumni networks.
AgriFutures Australia is committed to the future growth and advancement of the Rural Women’s Award as a means of identifying, celebrating and empowering women to make decisions that ensure our rural industries prosper now, and into the future.