10 Minutes With: Peers Communications Director, Caroline Peers
We turn the tables on PR professional, Caroline Peers, and put her work and life in the spotlight.
30 Second CV
Name: Caroline Peers
Current Title/Company: Director, Peers Communications
Educational Background: BA Hons in English and Spanish, University of Leeds
The Real Deal
Brief overview of what you do:
I run a PR and communications agency that helps luxury lifestyle brands tell their stories in a compelling way to their target audience, using whichever media is most relevant to ultimately help grow their business.
Can you describe your job in 3-5 words?
Varied, creative, satisfying, sociable
What is the first thing you do when you get to work?
I check the BBC News website to see what’s going on in the world. You never know when there might be a story that’s of interest to clients. I check emails and then put together a ‘to do’ list for the day. You have to be really organised when working in PR as you often have lots of projects running alongside each other.
What does a typical day at your desk look like?
Every day is very different, which I love, but it usually combines speaking to journalists about news from clients, writing pitches, looking through papers and magazines, and going out to meet clients and journalists. It’s a real perk of the job to meet journalists for breakfast or lunch because not only is it nice to meet face to face and build a relationship with them, but also you get to try out new places in London.
What’s been the best moment of your career so far?
Setting up on my own earlier this year. Even though I knew it was something that I wanted to do, it felt like quite a leap of faith. It was so satisfying to learn lots about running a business like putting together my first P&L and cashflow documents, and working with my business coach Ramona da Gama on my 1, 3, 5, and 10 year goals. I was also so pleased when Peers Communications started to secure new clients and then achieve great results for them, which gave me a new burst of self-belief.
Your job – the good, the bad, the ugly:
The good: I love when what I do makes a positive impact on a brand, not just through traditional PR but thinking more laterally about what could help a business achieve its goals (i.e. an introduction to a potential investor).
The bad: Not having enough hours in the day! I’m sure that’s a common answer for many people. I’m good at being organised but sometimes that to do list is just too long.
The ugly: PR sometimes has a poor reputation as it can be hard to measure what we do, which means I’ve come across businesses who have had a bad experience and think all PR agencies are the same. I think it’s really important to be honest with clients about how PR works and what results they can expect from a project so that it is clear from the offset.
What would you say to your twenty year old self with the benefit of hindsight?
It’s all going to be okay. I can be quite a worrier, which can have its positives as it means I think through things thoroughly and am properly prepared, but sometimes it’s good to just switch off and go with the flow.
Who are your role models?
My family. We are incredibly lucky to be a strong family unit and I often consult them if I’m having any challenges. They were hugely supportive of me setting up my own business.
How do you relax and recharge?
I really love to travel and I think a break from normal life is the best way to recharge. It’s really great to go to new places as well as return to favourite locations, spend time with friends and family, and also try different food and wines.
What is your guilty pleasure?
I love anything sweet! I recently gave up eating gluten so I’ve had to look for alternatives to most biscuits and cakes. If it involves chocolate and salted caramel, I’m usually happy!
What can’t you leave the house without?
I know it’s a really obvious one, but my iPhone. I love that this one small item means you can speak to anyone at any time and find out any information you need.
Complete this statement: I feel most powerful when wearing___ a smart, structured jacket. It doesn’t matter whether I’m wearing it over something formal or something casual, it just instantly creates an air that I’m ready to take on whatever the day throws at me.