ve held along the way? Gabrielle Godfrey: I have been on my PR career journey for nine years now! I can’t believe it. My journey started straight out of high school: I studied a Diploma of Event Management at William Angliss Institute in Melbourne, followed by a Bachelor of Communication, majoring in PR, at Swinburne University. I knew I didn’t want to scramble to find a job after I finished my degree, so throughout my studies I completed a series of PR internships (some unpaid!) for communications agencies. I was lucky enough to be offered a permanent role following my last internship, at Cassette (a creative communications agency) as account coordinator, and that’s the moment that really accelerated my PR career. I spent my next seven years at Cassette, working across the consumer brand portfolio, including for brands like Kmart, La Roche-Posay and CeraVe, backed by the most talented team and supportive leadership. I left Cassette as PR account director in 2022, after securing a really incredible opportunity as PR and influencer Manager at Kathmandu… where I am now! I didn’t leave high school, or even start at Cassette, knowing exactly what I wanted to do or where I wanted to be, but my journey has led me here and it makes complete sense. IR: What does a typical day look like for you? GG: Thankfully, no one day in PR is the same, which is why I love it. It’s fast moving and constantly evolving. The industry itself feels worlds apart from when I started in my career to now. However, a ‘typical’ day starts with a 6am wake up. I go to the gym or for a walk before work to clear my head, and by 8:30am I’m in the office, with a soy cappuccino and my breakfast at my desk. I’ve generally set my to-do list the afternoon before, so I know exactly what I’m getting on with. First thing is to check media monitors to scope Kathmandu mentions, and the Instagram and TikToks of key talent I’m keen to see post Kathmandu. From there it could be anything from tactical work like talent content approvals, media release writing, pitching and follow-ups, influencer contract preparations, and meetings with brand partners, agency partners, internal team members, etc, to higher level strategy work like campaign planning – identifying how we’ll launch key seasonal campaigns across events, activations, press, talent, and media partnerships – and partnership planning – identifying partners and influencers that are right for us, how we can work with them and what that work looks like. Lunch is anywhere between 12:30pm-2pm…tuna salad #basic. And home for a 6pm walk, grocery shop, dinner and Love Island. IR: What do you love about your job? GG: I love the variance and I love the people. I’m naturally introverted (those who know me will lol), but I love to be surrounded by talented, passionate, hard working people striving towards a common goal. It’s so rewarding! IR: What advice would you give someone who wants to get into your line of work? GG: I have two pieces of advice: Be willing to get your hands dirty. PR isn’t glamorous and glowy like people think it is. I’ve worked on many events where your nails break, the guests look incredible and you’re a dishevelled mess in the corner, you’re tired after long days, and running on coffee. And that might not be for everyone, but it was the work I had to put in to get to where I am today, and on reflection I’m grateful for the experiences. They build character and resilience, and some of my favourite work memories have been during these moments! It’s PR, not ER. One of my colleagues used to say this when we all felt riddled with stress. It’s really about keeping perspective and understanding we’re not saving lives. So while things may feel intense most of the time, find the balance you need and support your wellbeing. IR: Where do you go for career advice?  GG: My dad! Yes I listen to podcasts like The Diary of a CEO, which I love, but I love more the personal advice my dad gives me – I’ve always admired him and the way he operates professionally. IR: What’s your approach to work-life balance? GG: It’s understanding that you just have to carve out time for yourself. The work will always be there, but family and friends might not, so keeping that in mind is important for me. Also, growing to understand myself and what helps me perform my best has helped: I need to sleep well, exercise regularly, and leave my desk for walks at key moments throughout my day. These things are non-negotiables – when I can control them. Thankfully, too, I work for a brand that celebrates living your best life outdoors, so that’s a consistent encouragement felt on the daily.