Conversations with Craft - Julie Pieterse

How did you get started in PR?

My journey can perhaps be described as “the one less traveled”. When I started out in the professional world, I didn’t have any particular aspirations to work in consumer public relations. I didn’t go to PR school, nor did I intern at an agency or in-house with any big brands.?

I got my start in political consulting and campaigning, and it was through that work that I learned the importance of effective communication - from building relationships, to knowing your audience, to crafting stories that stick and connect. It captured my fascination, and I was eager to delve in further.

So when I decided to branch out from the wonky world of politics, I had my sights set on jobs within the comms space. During my hunt, I stumbled upon a LinkedIn post for a brand new agency named Craft.?

Admittedly, the things that initially drew me to the job opportunity were the perks - including the ability to work from home (something that wasn’t yet the norm!) and unlimited vacation. But after doing more research on the thoughtful and creative work already being done at this shiny new agency - and very luckily landing an interview with Craft’s inimitable president, Lisa Pasquin - I quickly realized that this would be an extraordinary place to learn and grow as a comms professional.

I got the job*. And nearly seven years later, I haven’t looked back.

*Despite the fact that I said “Before I knock your proverbial socks off...” in my cover letter. I still cringe.

What is your favourite thing about working in PR??

I believe that human relationships are life’s most valuable capital - and what I love most about PR is that building relationships is at the core of the work.?

What’s more, one of the many reasons I specifically love working at Craft is because our agency genuinely believes - and invests - in the power of relationships. I truly don’t think we would’ve achieved the same level of success without our deep commitment to cultivating intentional, authentic and meaningful relationships with the people who make our work possible. The proof of this is in our incredible employee retention, our roster of amazing long-term clients, and our portfolio of award-winning media and influencer-driven campaigns.?

Working at an agency that values - and understands the impact of - strong human connection is what inspires and motivates me on a daily basis!?

What item/tool/system could you not go one work day without??

Ye olde telephone!

I reject the millennial trope of telephonophobia (in other words, the fear and avoidance of phone calls). At least in my professional life. :)?

PR work often necessitates speed - from securing timely media coverage, to troubleshooting an urgent issue, to providing prompt counsel to a client on a time-sensitive matter. In my years of practice, I’ve learned, time and time again, that picking up the phone can really help move things forward with efficiency and effectiveness.

While it can feel scary and daunting at times, just remember: the person on the other end of the call is just that: a person, navigating their job, just like you!?

What is your best piece of advice for working with influencers??

Influencer relations has become a core part of the PR matrix - and it comprises a large part of the work we do at Craft. We’ve gained a ton of experience and expertise in this space - but we’ve also learned a lot along the way!

The best piece of advice I’d give is to think carefully and strategically about who you choose to work with. The influencer landscape is more crowded and competitive than ever before - so you really need to do your homework to find partners who not only align with your overall campaign goals, but can cut through the noise and deliver breakthrough content.

In your research, here are some things to keep in mind:

• Targeting. Don’t make assumptions about the influencer’s audience. Assess their demographics through tangible metrics - and make sure they line up with your objectives.
• Authenticity. Seek out influencers who are actual fans of the brand / product you’re promoting. Have they posted content about your brand in the past? If not, confirm their enthusiasm (or at least interest)!
• Relevance: Think about the content you’re looking to create for your campaign. Does it have a natural, authentic fit with the type of content the influencer typically posts on their channel??
• Resonance. Reach ain’t everything. If an influencer has a large following but only a small percentage of that following is actually engaging with their content, you need to question the influencer’s overall appeal.

What is one piece of advice you’d give to a new PR professional??

Be kind to yourself.

The PR world is fast-paced and often hectic, and feelings of overwhelm - especially at the outset of your professional journey - are not only normal, but incredibly common. Remind yourself that you’re learning and growing, you’re not expected to have all of the answers, and one wrong move does not mean the sky is falling.?

Reframe mistakes as learning experiences. Celebrate personal accomplishments (however big or small!). Speak to yourself as you would a friend. Ask for help when you need it.

As we say in the biz: it’s PR, not the ER. :)?

What is something you are weirdly passionate about?

Because brevity isn’t my strong suit, I’ll tell you TWO things.

First, as my friends and Craft colleagues know, I have a deeply-held obsession with Guy Fieri. It’s actually quite possible that I’m his biggest fan. In addition to his out of bounds cooking and shows, I attribute my admiration to his relentless, unapologetic authenticity. He proudly donned those frosted tips and showed earnest enthusiasm when neither of those things were in vogue. That’s aspirational. Long live the Mayor of Flavourtown!?

Second, I weirdly pride myself on my knowledge of dates - that is, the exact year that events or happenings took place. I attribute this to a lifelong love of history combined with a penchant for perusing Wikipedia at three in the morning. Want to know what year the Unification of Italy took place? What years the television show The Wonder Years aired? What year Michael Douglas was born? You can either a) easily look these things up or b) ask me, so I can show off this objectively COOL skill!