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.

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. 

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.

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. 

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.

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.

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!). 

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!

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!