vox-popPRcareers

From Britain to Ballantines PR

Brit Sarah Robarts is the mastermind behind Ballantines PR, an agency based in Los Angeles. Ballantines PR has worked with clients such as Starbucks Coffee, Hyundai and 20th Century Fox. Outside of working with top clients for Ballantines PR, Sarah is a running and tennis aficionado amongst other interests, with an MFA Honours in Fine Art. In this 7 questions interview, Sarah gives vox-popPRcareers her thoughts on the LA PR scene and what happens at a pitch.

1) How did you get your job at Ballantines PR?

I came over to the US with the intention of getting a job, but then I had children and instead began simply doing favours for people. I helped friends of mine launch products and earn press coverage. Soon after, I began charging for my services and the company kept growing.

2) Can you give an insight into what the LA PR scene is like?

The LA PR scene is much more entertainment-based; it’s flatter as opposed to vertical. It’s also much more creative than in New York. In New York, PR is much more conservative and not as friendly, in my opinion. Here in LA, the PR world is much more informal. It’s also not so much print based. In LA we have more access to TV and radio, so PR has more opportunities to be diverse and creative.

3) Do you think interns should be paid in the US? I heard most are unpaid like in the UK.

I agree that interns should be unpaid. We all must pay our dues in the business and I think it’s important for newcomers to earn their position and work towards a paying-job. Internships are so great because they offer such a wonderful learning experience to business hopefuls, and I believe that that is enough payment in return. Here, we provide our interns with hands-on experience right away, where they are able to learn the ropes much faster than at a bigger firm where, often times, interns are stuck doing useless tasks and they don’t get to experience first-hand what PR is all about.

4) For our junior account executive readers, can you explain what happens step by step in a pitch to a client?

First, we get a phone call referral from a new client interested in PR. Then we explain to them our services to see if it matches what they are looking for. Next, we set up a meeting to meet the client in person and discuss what they are looking for in PR as well as what we can offer to them. After the meeting, we create a proposal for the client. The final step is developing a contract that meets the client’s needs.

5) Can you give us an idea of things you want to see account executives do more often?

I would love to see account executives read more, pick up the phone more and pitch, and meet journalists in person. All of these things make a huge difference in landing press for a client. The personal touch always works best with people who are too busy to read emails.

6) If you weren’t working in PR, what would you be doing?

Painting, running marathons, and being a full-time mother!

7) Is social media the end of PR, as clients use it for reputation management?

Social media is fabulous for PR, but it’s not the end of it. Social media has made the playing field more equal. However, PR is necessary because it guides the client in social media strategies. Social media has turned everyone into their own publisher. It’s a wonderful addition to gaining PR success. It also helps us gain more coverage from PR hits that we get.

Photograph courtesy of Sarah Robarts.