Meet our incredible Marketing and Business Director, Phoebe Price (also known as P2 – we love our Phoebes here at Pure!)
A powerhouse PR professional, Phoebe has been with Pure for several years and throughout that time has become known and loved for her unparalleled dedication to achieving outstanding client results.
Having worked across a variety of industries in the marketing and PR space, Phoebe has a wealth of interesting stories and knowledge to share.
Keep reading to hear her perspective on the changing PR industry and her most memorable career moments…
Can you tell us a bit about your career journey and highlights so far?
I started out working in television in various assistant and coordinator roles, which eventually led me to find my niche in marketing and PR. Some highlights from my career include a two-month secondment in Los Angeles and working on some big brand campaigns for the BBC including Bluey, Doctor Who, BBC Global News, and Top Gear.
With most of my career spent in the television and entertainment industry, I’ve really enjoyed the diverse range of clients and sectors that I’ve been able to work with since I started at Pure.
How has the PR industry changed throughout your career?
The shift from print to digital media has been a huge one, as has the shrinking media landscape. Not to mention the dramatic change that social media created in terms of how we consume our news, especially for the younger generation.
Tell us about one of your favourite memories while working in the industry.
Two come to mind!
Frantically trying to wrangle a very sweaty actor into a Doctor Who cyborg outfit in 40-degree heat for a waiting media photocall.
Searching the bathrooms at Kyle and Jacki O with a famous actress to find a piece of jewellery gifted to her by her equally famous actor boyfriend that she thought she’d lost.
If ‘present you’ could give ‘past you’ one piece of career advice for when you first started in the industry, what would it be?
Don’t wish for things to be over, enjoy the journey and the challenges.
What do you think is the biggest misconception about PR from those not in the industry?
The archetypes that TV and film have given us for PR (Eddy from Ab Fab, Samantha from Sex and The City, Nick Naylor from Thank You for Not Smoking) haven’t done much to PR the PR industry.
We’re either seen as spin doctors or ditzy party girls who just attend extravagant launches.
PR requires strong writing skills, an ability to tap into the news cycle and the emotional intelligence to cultivate lasting relationships with clients and media. Earned media is earned. You have to work hard to be featured in the news and people don’t realise just what it takes.
How do you think the PR industry will change in the next decade or so?
AI will have a huge impact on every industry including PR and journalism.
What is one thing that surprised you – or continues to surprise you – about working in PR?
The more things change, the more they stay the same. An interesting or unique narrative, a human interest element, or a bit of drama or conflict will continue to form the foundations of a good story. It’s just the platform and way that our content is disseminated that changes.
How do you prioritise your wellbeing while working in the often crazy world of PR?
Getting up early to squeeze in a 20 to 30-minute HIIT (high-intensity-interval-training) workout before my kids wake up has been a game changer for me.
Exercising in the morning means I have so much more energy throughout the day and it also does wonders for my mental health.
I’m also loving the team yoga and stretching that we’ve started incorporating into our work calendars.
What has been the most rewarding or exciting PR campaign you’ve worked on?
I loved the work we did for MissingSchool, such an amazing not-for-profit that helps tackle school isolation by helping any child suffering from a physical or mental illness maintain a connection to their school and classroom through the use of telepresence robots.
One of my favourite annual campaigns is the work we do on Spooky Pines which involves an Aussie twist on a Halloween tradition where we ask Australians to carve a pineapple instead of a pumpkin. Not only is it more seasonally appropriate (who wants to eat pumpkin soup in October?) but it also helps our Queensland growers who have been doing it tough over the past couple of years.
What is your favourite thing to do outside of work?
Bike riding along the Northern Rivers rail trail with my family, horse riding, going to the beach, and yoga.
If you weren’t working in PR, what would you be doing?
Something with horses or in education.
Describe your perfect weekend for us.
Yoga in the morning, beach with the family, afternoon drinks on our deck, and a nice dinner out somewhere with my partner.
In one word, how would you describe working at Pure?