Industry Focus: We talk to PR Guru AOIFE HORGAN
We love bringing you closer to some of the fab peeps we work with regularly here on stylebible.ie; wonderful ladies and gents who work tirelessly in the fashion, beauty, style, media and pr world to help keep our fingers on the pulse! Today we are speaking with one of StyleBible's great friends, Aoife Horgan, co-founder of The PR Boutique.
Q: What first attracted you to the fast paced world of PR?
A: The variety that the job offers and the ability to use your communications skills. I've always had an interest in the media and I enjoy writing and dealing with people, so PR was right up my street!
Q: You now co-own your own PR firm, is it a particularly challenging time to be working for yourself?
A: I started working for myself at the beginning of the recession so I really don't know any better! The insecurity can be daunting at times but I do appreciate the benefits that working for yourself offers. Clients have smaller budgets now too so you have to find creative, cost effective ways to create publicity.
Q: PR is generally seen as fast paced and very alluring. Considering that your firm focuses especially on fashion and beauty clients, one would imagine it is even more sensational that most, but is PR really as glamorous as it sounds?
A: In my opinion it’s 95% hard work and 5% glamour. I think the perceived glamour of the job attracts a lot of people to the industry, who soon realise that it's not as easy as it looks! I am very aware though, of the fact that I’m lucky enough to be working on projects that are far more exciting than the average desk job.
(pictured: Aoife - left - with her business partner Cathy Cowan) Q: What is the best part about working in this industry?
A: The talented people you get to deal with on a daily basis. It’s inspirational to have the opportunity to work with clever business women like Sarah Gibbs and Catherine De Groot, founders of Trilogy, Sarah Bean of Coty Ireland and Frances Brennan and Donna Ledwidge of Wow Brown. We work with people from all aspects of the industry from the creative to the commercial and you learn so much from the people that you come in contact with .
We also get to try some amazing products, I’m the envy of all my friends in that regard!
Q: What is a normal working day like for you and your colleague Cathy?
A: It can be completely different depending on the day. Some days you can be ploughing through accounts and admin, other days you can be organising press events and interviews or co-ordinating TV slots. You have to be very flexible and willing to react quickly as last minute opportunities come up all the time. A normal working day never ends up as planned!
Quick Fire Questions:
Tea or Coffee? Neither
Technology or Technophobe? I’m absolutely obsessed with my iPhone but other than that I’m not particularly tech savvy High street or High end – or a bit of both? High street all the way – my favourite shops are Topshop, Aldo and Zara
Describe yourself in three words…Positive, friendly and loyal
What TV shows are on your ‘sky plus’ planner? Modern Family, Criminal Minds, The Graham Norton Show, 30 Rock. The Inbetweeners and Gavin and Stacey are another two favourites of mine but unfortunately they’re both over, so I have to settle for the repeats.
Top three TV Presenters …(from anywhere) Alan Carr, Graham Norton and Holly Willoughby
Music on your ipod right now….Everything from Adele to Nicki Minaj and Ellie Goulding. Very excited about the release of Beyonce’s new album too!
What is the last book you read? I’ve just re-read White Teeth by Zadie Smith
What is your favourite glossy mag? I absolutely love Elle magazine
Your style would best be described as…….always changing! I don't necessarily have a staple look, it can change depending on the occasion.
Who would you describe as a style icon? I’ve always been a fan of Victoria Beckham’s style and I also like Nicole Richie and Blake Lively always looks great
How do you start a typical day? With breakfast, I can’t function without food in the morning. What is your ultimate guilty pleasure? Reality TV shows, I watch everything from Geordie Shore to The Apprentice and I’m obsessed with anything Kardashian related
If you could go on one date with anyone in the world right now….who would it be and why? After seeing Take That in Croke Park last weekend it would have to be Robbie Williams - he was incredible!!
Top of your wish list right now is ….a nude quilted Chanel bag, I don’t think I could ever justify the price tag though!
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