Roxy Jacenko’s PR revolution
Published in The Australian Jewish News
September 29, 2020
Roxy Jacenko has been dubbed Sydney’s public relations queen. Well known to the spotlight, the Sweaty Betty PR founder shares how the industry’s been forced to pivot amid COVID-19 in a Q&A.
Q: Events and public relations (PR) have been a huge casualty of COVID-19. How have Sweaty Betty and your other communications-focused businesses been forced to change as a result of the pandemic?
A: The power of social media has been vital in maintaining real time communications with consumers as PR agents. Instagram Live has become the new norm! Additionally, from a Sydney perspective we have become used to doing one-on-one experiences – and many of them – instead of one event. If anything, that has been a positive change as the ability to communicate with media and influencers on a one-on-one basis can be more powerful than a large scale event where everyone is gathered at once and messaging can be lost.