This month marks the fifth birthday of Sydney-based PR agency 360 PR. Over the past half a decade the company has built a portfolio across beauty, home and lifestyle and now represents over 30 brands. BD sat down with 360 PR director (and founder) Lisa Solomons to find out more about how she got the business to where it is today.
What were you doing before you set up 360PR?
Before I set up 360 PR I was the Group Account Director for Procter & Gamble at Saunders & Co PR (now known as Tomorrowland Group). During my five years at the agency I looked after their beauty portfolio of brands which included; Pantene, Olay, SK-II, Head & Shoulders, Nice’n Easy, Herbal Essences and Wella Pro Series. Previous to that I worked at Zing PR where I started my PR career as the receptionist and tea lady! I can still make a mean cup of tea =)
What encouraged you to set up the business?
My now husband and best friend was really the driving force behind me starting the agency, one day he just turned to me and said, "I think you should be doing this for yourself" and to be honest it hadn’t been something I’d ever contemplated. At that stage we were freshly engaged and had no responsibilities, except to have fun so I decided now was a better time than any to take the plunge. A wedding and two kids later I couldn’t be happier with the decision we made that day. What really sealed the deal for me though was the support from some of my media friends who really gave me the confidence to know I’d be ok and that I really did have the relationships I needed to make it work.
What was the hardest thing about starting your own PR company?
I think the hardest thing about starting your own PR company is when you’re on your own to start out with you become the receptionist, the accountant, the IT person and everything else in between. No longer is it about pitching a good story or finding a unique way to present a new product launch, it’s all that and so much more. My advice to anyone thinking about starting out on their own is in order to focus on what you’re good at and build you client base you need to outsource and budget for things like your IT, website, booking keeping etc. There are only so many hours in the day!
And the best?
I still love the thrill of seeing our clients featured, I’ve really enjoyed being back in the game of pitching stories, writing releases and getting involved in the day to day media relations again. We’ve also worked on a number of start up companies right through to international distributors so it’s been great to work directly with other business owners to grow their companies and also be consulted on major decisions for some of the larger organisations we work with.
What has been your highlight over the past five years?
Securing the Chemcorp International account representing brands including; 1000 Hour, Real Techniques, EcoTools, REVO Twist, Dr Teals & Rapid White to name a few. The Sam & Nic Chapman Australian media tour – securing national coverage and full page Sunday Telegraph feature. Working with some of Australia’s leading hair and beauty experts including Barney Martin, Aleks Abadia, Rae Morris, Rachael Brook and Jacqui Arnold. Being able to work with my friends and make it fun!
What would you like the company to achieve over the next five years?
Over the next five years I’d love to see us retain our existing clients and secure a haircare, colour cosmetics and nail brand so we can truly offer media an influencers content and products to cover the full beauty spectrum. Our industry, whether it’s PR, media, social or advertising is changing day by day so the more we can collaborate and support each other is the way forward and I hope others take this same approach over the coming years.
What are you doing to celebrate the birthday?
We’re hosting our 5th birthday party to personally thank everyone who has played a part in making the agency what it is today.
