We spoke with Vogue's Communications Director about the recent Billie Eilish cover that went viral, the highlight of her career and the importance of measuring the impact of a campaign.
What made you want to work in publishing?
My father is a magazine publisher in the states. I’m proud to have navigated my career back to something I grew up around and love. I love editorial, I have profound respect for journalists and the dedication to the craft.
Chart your career from the start to where you are now.
I started in Unilever’s global press office, then moved to SABMiller and Diageo before coming to Conde Nast in 2018. I’ve covered corporate and consumer communications across a multiple brands and countries.
How is the press office of today different to the press office when you started at Condé?
We aim to be proactive not reactive.
What has been the highlight of your career so far?
Edward Enninful’s TIME magazine cover. It was a really proud moment for me after working with him for three years and seeing all the hard work go into the magazine.
Recently the Vogue Billie Eilish cover was published and it was fantastically received – can you tell us a bit more about the reaction?
It went global so quickly - Billie’s post is now the fastest post in history to hit 1M likes and from a press perspective it garnered 250 articles in one hour. I’ve never seen such an immediate positive reaction, and I was thrilled with the press.
*Can you explain a bit more about you and your teams thinking when it comes to events? *
We look at events from a pre, during and post event press perspective. It’s important to amplify an event through red carpet, backstage and after party photos. But it’s equally important to build up to an event and some events have legs long even after they finish. For example, GQ Men of the Year. The coverage is never ending!
What’s on your radar?
I think a lot about measurement and evaluation and what tools you can use to measure impact and success of a PR campaign. When I first started in PR it was all about ££ value of the campaign, now it's more nuanced than that. You have to think about target audience and what channels reach them. It's more about the targeted impact than blasting out press releases to everybody which makes measuring a PR campaign even harder for clients. I always start with outcome and plan communications activities to achieve that.
What magazine would you stockpile?
Definitely British Vogue. I keep them all!