Thursday, April 15, 2010

Sweaty Betty PR


Sweaty Betty PR is one of the most highly regarded fashion, beauty and lifestyle public relations and marketing agencies in Australia. Launching in 2004, Sweaty Betty is celebrating their six year aniversary this month, and have truly come a long way from humble beginnings as a small, niche agency.
Sweaty Betty's Director and Publicist Roxy Jacenko is truly a masterfind of her field, and I was fortunate enough to get to know a little bit more about the woman behind the Bettys.

Job title/ description, what you do

Director & Publicist, Sweaty Betty PR. Day to day I meet with new clients and pitch for new PR accounts for the company, manage the staff and assist with brainstorming on their brands and angles to secure press for them, hiring and firing, working on my own accounts and managing all facets of the business daily!

How you got started

I worked in PR for Diesel in an inhouse role and then decided to branch out on my own, so started Sweaty Betty PR, 6 years ago this month!

I have no formal training, everything was learnt on the job, I think practical experience is invaluable in PR.

Advice to others trying to get started in fashion marketing and pr

WORK EXPERIENCE!! A Communications degree is good, but the more hands on experience you have the more lucrative to an employer in my opinion,

I want to know that a prospective staff member is fully aware of the hours and the blood, sweat and tears that are required on a daily basis. Its also crucial that you are well read –

To be a successful Publicist you need to know whats happening trends wise Internationally so you are abreast of what you can localize for your region and your brands!

What are the three main things brands need to do to get themselves ahead of the game?

Great Imagery of the Product / Editors love supplied imagery – makes their job much easier

A comprehensive Press Release which is tight – don’t make it pages long and include RRP’s and Stockist info!

A good angle – Whats the SPIN? Whats going to make the publication NEED to run you… Angle is everything.

What has been the highlight of your career so far?

I don’t know that there is a highlight, the whole journey has been very rewarding, I suppose, if anything, watching my staff evolve from juniors to account managers

And seeing the excitement on their faces when they open magazines and see their hard work on the pages!

Where do you see yourself and Sweaty Betty PR in five years time?

Hard to say, I would never have thought we could reach what we have today, so I guess, keeping the momentum up, growing the team and lots more smiling

Clients… For me personally – maybe a clone to help with the workload!!!!!

Who do you look to for career inspiration?

My Dad – he is brutal, but that makes him inspirational – always striving to do everything better, faster and ahead of the game…..

Image: The Betty of all Bettys - Roxy Jacenko


  1. This is a great interview! I love this new blog direction, really awesome. It's so true what she says too experience is so much more important than a formal education in the field. x

  2. Thanks Kate. I'm really glad you like it!
    Yeh I agree, a degree is great, but you also need to get your hands dirty and get yourself out there.

  3. just like to say that this was great to read. i'm currently studying a bach of communication and have a love for the creative industries so this really hit home. i'd love to work in marketing or PR. thank you for the insight and tips! i'm looking for decent experience as i type and this just makes me more focused. thank you! x Sonja

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