Allyson Conklin, 31, initially began her career in marketing and PR by setting her sights on the publishing powerhouses behind her favorite magazines. And, as luck would have it, Fairchild Publications chose her as their fashion intern, placing her in the shoe closet of Footwear News. With this, as well as a year and a half stint on the editorial side of advertising sales at W Magazine, Allyson quickly discovered that her passion lay unequivocally with public relations.
At Allyson Conklin Public Relations, the boutique PR agency she founded in 2010, Allyson’s role changes daily. Her duties range from company operations, client services, writing and editing, and most importantly, media relations. As an entrepreneur with a constantly packed schedule, landing on that all-ellusive work/life balance has proven difficult. Yet Allyson remains vivacious and enthusiastic, crediting her family and thoughtfully scheduled ‘me’ time with keeping her relaxed.
According to Allyson, what sets ACPR apart from competitors is its small yet powerful strategic nature, making it a top choice for over a dozen emerging brands. Having been on the receiving end of Allyson’s charm, the CC team can only imagine that working with her on a professional level would feel anything but mechanical. Today, Allyson shares her tips for not just surviving, but thriving in the PR industry.
Photos: Courtesy of Allyson Conklin
Her Starting Point
Many people find the transition between college and “real life” a bit daunting. Can you tell us about your journey between the two? What was your first job post-college?
I was nearing the end of the fall semester of my senior year of college and like many students, I was worried about what was next. The Apparel Merchandising program at Colorado State University required me to complete an internship and, after deciding that I was not interested in (nor had the chops for) apparel design, I found myself intrigued by the publishing world. So I began researching the publishing houses behind my favorite magazines and discovered the summer internship program at Fairchild Publications. At that time, it was home to many of my favorites: Women’s Wear Daily, Footwear News, DNR and W magazine. I knew that I would be going up against thousands of other applicants vying for a small number of spots. But I didn’t let fear get in my way: I applied, crossed my fingers and waited by the phone. Sure enough, it was meant to be. I received a call within a week of applying and had two telephone interviews before I was offered a fashion internship at Footwear News.
Do you feel that interning was a good way for you to get your foot in the door of the working world? What were your duties and responsibilities as a fashion intern? Have those skills stayed with you throughout your career?
Without a doubt, my internship at Footwear News was the best way for me to get my foot in the door at Fairchild Publications. It catapulted my career! Since then, I have become a steadfast supporter of internships. Don’t get me wrong: I understand the type of commitment it takes to be an intern. I moved across the country for an unpaid internship. I worked long hours. I hustled every single day to prove myself. But I knew that making a commitment to this experience was exactly what I needed to start my career and would ultimately pay off in the end.
As a fashion intern, my responsibilities included managing and organizing the fashion closet (filled to the brim with gorgeous shoes from brands like Christian Louboutin, Manolo Blahnik and Jimmy Choo), fact checking stories for the fashion director, assisting in photo shoots, both in the studio and on location, and keeping market lists up-to-date. On the days that felt as if they’d never end, it was always uplifting to be surrounded by some of the most beautiful shoes in the world!
I would say that most of the skills that I acquired during my experience at Footwear News have stayed with me throughout my career. And not just the obvious! I learned a lot about company culture, just how important relationships are and why, no matter what you’re doing, you’ve always got to give it your all.
You have progressed from fashion to magazine sales and finally to PR. When and why did public relations pique your interest?
After my internship with Footwear News, I really wanted to stay on at Fairchild Publications. So I went to work in advertising sales for W magazine. After a year and a half of getting my feet wet on the business side of publishing, specifically in the beauty, retail and jewelry industries, I came to the realization that sales just wasn’t for me. I wanted to continue working with magazines, but also wasn’t interested in crossing back to the editorial side. That’s why it’s not so hard to see how I landed in public relations! PR presented me with the platform to combine my knowledge of the fashion industry from college, my understanding of the relationship building and the inner workings of the editorial world from my internship, my awareness of importance of brand messaging and positioning from W magazine, and my passion for magazines that I had all along. I made the jump and have never looked back! My first job in PR was at Shiseido, working on three of the company’s brands: Shiseido, Clé de Peau Beauté and Zirh.
Her Big Break
Tell us about the daily tasks and responsibilities as founder and principal of your own firm, Allyson Conklin Public Relations. How do you handle work/life balance?
As Allyson Conklin Public Relations (ACPR) is a boutique public relations agency with a small (but mighty) staff, on a day-to-day basis my role can encompass anything and everything under the sun. These tasks include company operations (ranging from goal setting to business development and accounting), client service, strategy, writing and editing, and of course, media relations. My core role will always be a publicist and it’s my most important duty to build and foster relationships with the media. Even on days where there just aren’t enough hours to get everything done, media relations is a top priority.
I feel like I’ll always be working towards the perfect work/life balance. It’s a tough one, especially when you’re an entrepreneur! Even though the clock may strike 5 p.m., it doesn’t mean that my day is necessarily through. I’m constantly connected: checking emails early in the morning, responding to urgent matters throughout the day, scheduling calls into the evening and finding time to get all of those to-dos checked off my list.
While I may not currently have the best work/life balance, what helps me stay grounded is my home life. I have a wonderful husband who I can’t wait to see at the end of my workday. And this year, I am striving to make more time for myself daily. Whether it’s a Pure Barre class, a spontaneous mid-day manicure or indulging in a guilty pleasure at the end of my day (online shopping and reality television), I’m striving to carve out a little bit more time for myself.
Was there a particular moment when you felt like your career was turning the corner towards success?
There have been many little instances throughout my career that made me stop and take note. Pre-ACPR, I can recall a handful of “pinch me” moments: being named W magazine’s employee of the month, working backstage at Mercedes-Benz Fashion Week and executing large scale events at the Sundance Film Festival, to name a few.
After founding ACPR, I found that these moments became so much more personal and powerful. I had the courage to start a business and trusted that the clients would come (and they did). I grew a list from three clients to more than a dozen in just over two years. I identified brands that I wanted to work with and had the guts to approach them (and signed them on as clients). I moved ACPR out of my home office and into our first office space after two years. I rebranded the company to reflect my personal style and was pleased as punch when it was overwhelmingly well received. I hired my first full-time employee. I have been recognized by media and asked to share my story (something that I could have never dreamed would happen). All of these things I consider “pinch me” moments and needless to say, I am incredibly proud of them.
Staying innovative and fresh in the PR realm is a challenge. Where do you find your inspiration, and how do you separate yourself from other public relations firms?
Staying fresh and innovative in what you do is easy when you’re doing what you love! As cheesy as it sounds, for me, work is fun. I’m able to promote the things that I am passionate about: beauty products and services, home décor and interior design, and all things related to lifestyle. So it’s not hard to keep things fresh. There are always innovative products being launched, new trends to promote and extraordinary people to introduce. From skincare to pillows, I don’t have to look any further than my own clients to get inspired. And if by some odd chance I do need more, a quick jaunt through Pinterest always does the trick!
A friend and client of mine recently shared a quote that resonated with me: “Comparison is the thief of joy.” While I believe it’s important to be aware of what’s out there (speaking in terms of competitors), it’s more important to determine why ACPR is unique and different. To start, we’re small scale. And we primarily work with independent and emerging brands. From the beginning, I’ve said that I’ve wanted to be a partner for my clients—not just a machine to churn out press hits. I pride myself on being a resource for clients, and not just in the PR realm.
How do you build and maintain relationships with brands? What’s your process in deciding whom to take under your wing?
Relationships are key and building, growing and nurturing them is the most important part of my job. I approach my professional relationships like I do my personal ones. It starts and ends with trust. I think that’s why so many of my clients have become friends!
Deciding to work with a brand is so much more than just a financial decision. It truly has to be a fit. The brand must have a compelling story and unique product or service. Our company philosophies must be aligned. There has to be a connection between the brand’s founder and myself. And I have to identify with the product or service on a personal level (which is where the passion part comes in). At the end of the day, my clients are not just clients—they’re partners. We work together to achieve success and exposure for their brand, which in turn helps grow my business.
How much of your role includes creative skills (i.e. design, creative writing) and how much includes business skills (ie. budget, managerial, analytical)? Which skills do you think are imperative for someone looking to make her own name in the PR world?
My role is equally balanced between creative and business. As an entrepreneur, these need to go hand-in-hand, and strength in both arenas is critical. I have to be able to toggle back and forth at any given moment during the day!
For those setting out in the PR world, there are a few skills that I believe are make-it-or-break-it. They must be tenacious and have the ability to persevere in any situation, have an innate sense of creativity, be able to think quickly on their feet and be an effective communicator (in all mediums). Further, the world of PR is not for the faint of heart. Having a thick skin and not being afraid to approach a perfect stranger are also major pluses.
Her Perspective
What is the most challenging part of your job, and how do you keep yourself from burning out?
Staying in the moment is a major challenge for me! Business ownership and PR don’t lend themselves well to being in the moment; I’m always thinking about what’s next and am making plans for tomorrow. Instead of stopping to celebrate the big press hit, I immediately think about how to do even better next time. I find myself forgetting to acknowledge the success in adding another client to our roster and, instead, worry about what will happen in the future. I obsess over all of the things that still need to be done in our new office space instead of stopping to admire it in its current state. I look at the list of incomplete tasks on my to-do list without recognizing all that I’ve accomplished for the day. For me, stressing out about the future is so much easier to do than celebrating the moment!
While for me, staying in the moment is easier said than done, I’m doing my best to try and appreciate today! And even though it doesn’t happen every single time, I am slowly starting to be cognizant of this very moment. If a situation merits cupcakes, let there be cupcakes! If a situation warrants jumping for joy, I do it! If something presents itself as a learning experience, I take it all in. I’m starting to understand the power of the present moment and just how powerful it is for my business and team, too.
If we had the chance to peek at your schedule, what would an average day look like?
My typical day starts with a 5:15 a.m. wakeup. I check email and social media then head to a 6:00 a.m. Pure Barre class. I find that getting a workout in first thing in the morning is one of my keys to success. I make it into the office around 9:00 a.m. and, after checking in with my team to discuss what has come up overnight and what’s on our plates for the day, I dive into emails. I like to start the day with a tidy inbox!
Regular parts of my everyday include planning media campaigns, creating messaging and story angles, pitching and responding to media requests, researching trends, writing and editing press materials and social media content, connecting and brainstorming with my clients, meeting prospective clients, business operations, and so much more. Most days I work through lunch, but when necessary, I duck out for a mid-day coffee or for a breath of fresh air.
When the workday is through, I head home for quality time with my husband and two dogs. After dinner, I am able to tackle anything work related that wasn’t addressed during the day. And when I’m comfortable with how my to-do list looks, I indulge in my guilty pleasures before my 9:00 p.m. bedtime (the early bird gets the worm!).
What advice would you give to people hoping to make it in PR? What skills are essential and do you think having an industry niche is an advantage?
First and foremost, do what you love. Hone in on what you’re passionate about. Is it fashion, sports or music? Having a niche or specialization is key. And once you land on that, get all the experience that you can. Do your research on the industry. Learn as much as you are possibly able to. Stay on top of trends. Share what you love. Don’t be afraid to dream big and go after it. And connect! Connect, connect, connect. In PR, it’s all about who you know!
And finally, what do you wake up looking forward to? What’s next for your career?
As trivial as it sounds, I look forward to walking into my office everyday. Being able to physically see something that I built myself is truly rewarding. We just expanded our office space and I am still relishing in the “newness” of it. Being able to decorate in my own style makes it all so much sweeter!
I believe that the sky’s the limit for my career. ACPR just celebrated its third birthday in December 2013, and I have loads of aspirations and goals for the future—both short and long term. I’d like to continue to partner with brands to grow the ACPR client roster even more. I’d love to retain our current clients for the long term. I want to hire a second full-time employee. I’m hoping to buy a commercial office space for the ACPR headquarters. And I want to find that key to unlocking the elusive work/life balance!
You May Also Like
Media
How to Use Positive Reinforcement at Work—and Other Advice from a Pandora PM
"My advice to anyone who wants to get into product management is: check your ego at the door."
Media, Communications + Public Relations
How to Take Risks, Make a Switch, and Find a Career You Love—From a Woman Who's Done It 4 Times
Making your wildest dreams come true starts with understanding yourself—and Ahyiana Angel can help.
Communications + Public Relations
Creating Content That Empowers Audiences with CNBC's Digital VP and Managing Editor
This week, we interviewed Jenna Goudreau, the VP and managing editor of CNBC Digital. Let's learn how she keeps her powerhouse content creation machine going.
Entertainment
Working Creatively From Home with Cathy Heller
Cathy Heller is a singer, songwriter, entrepreneur, mother—and now, an author. Determined to lift others up to the "happiest versions of themselves," this queen of the hyphenated job title, leads by example. She shared how to build a fulfilling career in a creative field—all while working from home.
Media
Women, Work, and What It's Like to Write With Your Best Friend—From the Authors of The Ambition Decisions
"We should all give ourselves permission to challenge the things we think can’t be challenged."
Media
A Director at Pandora on Staying Present, Celebrating Others, and Learning From Failure
"Share your wins, but most importantly, share what your growth areas are, share when you fail, share how you bounced back."
Get the Best Career Advice Delivered To Your Inbox
Join our newsletter to stay in the loop.