We recently caught up with recently promoted account executive, Rob Topham, who’s been working at the agency for a little over a year now. Despite beginning his career in PR in what was possibly one of the more turbulent years we’ve all known, he’s somehow (rather miraculously) come out unscathed. With a year under his belt, Rob has collated some of his top tips for those just starting out in the business.
Interiors
While I’ve always had an interest in PR, my place on the interiors team was rather less… predictable. To put it frankly I’d have to quote from my original interview. When asked “so how much experience do you have with interior design?” I believe my answer went something to the tune of, “Well, while I don’t have any direct experience in interior design, I do spend a substantial quantity of my free time building houses for my Sims, so I would consider myself at an at least intermediate level of knowledge.” – suffice to say, no one expects full experience from someone straight out of uni or looking to begin their career. Rather, you need to take what you do have, no matter how insignificant it might appear, and run with it. At worst, it’s an opportunity to show more of yourself and your personality; at best, you can demonstrate not only creativity, but also passion and interest, no matter how unconventional it may be.
Social media
Another key part of my day-to-day is social media. While I understood this was key, I did not anticipate quite how well it ties into PR. As a junior, I’ve gone from learning various tools such as Canva and Later to some rather extensive training on creating Instagram Reels. I think in 2021, more than ever before, PR and social media go hand in hand. From taking part in everything from scheduling content, to curating visual plans and drafting captions, I’ve been able to learn each aspect of social media, which has then informed my PR career.
Daily, I can see the latest interiors trends and styling tips, which then all play a huge part in informing the creative side of PR when it comes to writing media alerts and press releases.
I think the key here is to be creative, oftentimes people avoid social media due to its more unsavoury elements. But in reality, these things form a minute part of platforms like Instagram and Twitter. Rather, following accounts that will inspire and educate, have let me love social media. Whether it’s checking in on renovations at my favourite home reno account @mytinyestate, or planning my post-pandemic holidays with @among_the_wild, there’s truly something for everyone (I’m also partial to the odd dose of drama, courtesy of @hunset).
PR
Next up, the PR side. I think here success and fulfilment is easy to find, because, while it may sound cliché, we are truly lucky at LRR to have some stellar clients. Working on The Cotswold Company, Smeg and Anther + Moss have been highlights. Whether it was Anther + Moss’ to-die-for plant pots, featured in METRO, or The Cotswold Company featured on Homes & Gardens, coverage is king.
The Cotswold Company on The Independent
The key for success here? Put in the time and you will reap the rewards. When I started out I pretty much exclusively spent my time learning our clients and their offerings, who they were and what they stood for. Once this is in hand, going to anyone regarding a client becomes 10x easier, because your passion for the brand, and ability to articulate it will come through, and with any luck, convert to some superb coverage.
Events & media relations
Finally, media relations is probably the main reason I wanted to work in PR, and while it may have been a slightly shaky start (what with not being able to leave the house and all), I can say this has been one of the most rewarding aspects of the job. Whether it was meeting press at our famed Summer Showcase in June, or getting to know journalists at various briefings over the past few months (both virtual, and at long last, in-person!) this has been brilliant.
Here, I think everything thus far comes into play; personality, creativity, an understanding of social media and the latest trends, and knowledge & passion for your brand. In essence, each aspect is as vital as the other, while knowledge is crucial, there’s no point spewing endless facts about a product without personality. Equally, somebody with an abundance of knowledge on the latest trends, but no understanding of their client, and how it could creatively fit into a trend will probably find success elusive.
Screen With Envy in the Sunday Times
In summary? Know your sh*t, be yourself – if all else fails wear a fun shirt.
