This week we chat with @briarlloyd who is the Project Coordinator for our client the Shared Value Project. Briar moved across the Tasman from New Zealand and completed a degree at the University of Melbourne before forging a career in corporate social responsibility, communications and technology. When she’s not working, Briar can be found working on independent Australian films, or participating in conversations at the Henley Club. Briar is particularly interested in digital and new economies, cities and urban development, mobile banking technologies and access to services, and intraprenership and advocating for younger generations.
Your elevator statement – who are you professionally and personally?
I’m a hard working and determined third-culture kid working as part of the Shared Value Project team to change the role of business in society, and drive adoption and implementation of shared value strategies among leading companies, civil society and government organisations.
I love meeting new people and building strong relationships, often need to restrain myself from joining committees in my spare time, and am an enthusiast for arts and culture, international relations, reading, writing, cooking for my annoying food intolerances, working on my calendar al la Leslie Knope, and the Oxford comma.
Tell us about your typical day in communications?
I’m definitely a morning person so like to get straight into things – first up checking for any urgent emails, news stories, or social media issues or conversations that need addressing, and then straight into some big ticket important tasks that might need a lot of clear-headed energy like writing copy, reports, project plans, or really important emails that might need some thoughtful words. I try to get any big important things over and done with first and then the rest of the day I’ll work on a range of tasks from managing events and campaigns, liaising with our member organisations, scheduling social media, meeting and liaising with media, writing briefings, managing our website, and other day to day tasks for the organisation, and then plan my next day. However it can be completely different when a lot of energy needs to be going into a big campaign or project, or when those days pop up where you need to be really reactive and responsive to unexpected issues or occurrences. Classic comms.
When did you first know you wanted to work in communications?
Growing up I was always obsessed with any form of media, whether it be magazines, books, TV, film, current affairs and pop culture, or just the internet in general. When I was studying media and communications, journalism, and politics and international studies at university, I really came to understand the importance of media and communications as a means to transfer information and knowledge, and shape society. From then on I knew it was important to be able to be to utilise communications in my work in some way, as it’s something than is relevant and important to all industries and sectors.
Who’s your communication hero/mentor?
I really admire/enjoy career stalking: Audrey Gelman – CEO and Co-founder of The Wing, previous press secretary to New York Comptroller Scott Stringer and champion on his campaign, re-launcher of the Downtown 4 Democracy political action committee, and spokesperson for Rock the Vote amongst many other things. Katherine Power and Hillary Kerr – co-founders and co-CEOs of Clique Media. Zoe Foster-Blake – author of books and columns, of which Channel Ten is adapting her book The Wrong Girl, Founder of Go-To Skincare, and general sassy social media extraordinaire. Mia Freedman – co-founder and Creative Director of Mamamia for her leadership, no filter, and the suite of excellent Mamamia podcasts. I am also really loving what Chelsea Handler is doing a the moment with her show Chelsea on Netflix, combining politics, current affairs, comedy, pop culture, and learning in an accessible, ‘big picture’ way.
Which tools can’t you live without?
My Apple Calendar synced across my various devises, can’t operate without it, I am crazy for planning and scheduling so that I can get the most out of each day.
Hootsuite for scheduling and planning social media content ahead of time across numerous channels.
The Skimm, a fantastic app, as they say definitely making it easer to be smarter by breaking down current affairs and what’s going on in the world into fresh daily editorial content, along with excellent recommendations into the latest books and long form articles to read.
What are the biggest challenges in your role?
I think finding the balance between being strategic and reactive is always a challenge, so it’s a matter of being conscious of it and trying the best you can.
Tell us about the best campaign you’ve ever worked on?
Apart from my current work, a really stand out opportunity I was lucky to have early on in my career as an intern, was working on the ‘This is GREAT Britain’ campaign. This was an amazing global campaign initiated in 2012 around the timing of the London Olympics and the Queen’s Diamond Jubilee, and I really enjoyed the international relations component, which is one of my major interest areas. It was great to see this play out in an Australian context working on one of the events here around the Grand Prix. I really enjoyed the mix of stakeholders involved in the occasion where you had British Minister’s next to Hamish and Andy, Russel Howcroft, Jackie Stewart, British Consulate representatives, along with a British rock bank. I think this is what made it such an engaging campaign that is still continuing today.
Which campaign do you most admire?
I am fascinated with Obsessee at the moment, developed by the aforementioned Clique Media targeted at Gen Z, and exists solely on social media as a content brand and community, no website. I’m older than the target market but really enjoy all the Snapchat content, and seeing how the model works for monetising branded social media content is incredibly interesting.
Locally I think Zoe Foster-Blake has been amazing with Go-To skin care. Not only a sensational product, but every step of customer interaction has incredibly witty messaging from their website, social media, packaging, and delivery notifications. It’s only available online, but the brand is fantastic at building relationship with customers.
What’s been the biggest change to communication/marketing/public relations since you began your career?
There are so many more channels to navigate especially with social media. When I started there was a huge emphasis around Twitter and ‘words’ still, and now we have evolved to so much more imagery, video, and interactive based content such as with Instagram and Snapchat, and then completely new things like virtual reality which one of the organisations I work with is trialing to engage with customers. There has also been a similar change for journalists who are now expected not just to write articles but also various other forms of content such as videos and click-worthy images for social media, so if you are working in PR it’s a matter of being conscious of how you can really package a story or pitch. On a side note I’ve also really enjoyed the return of the podcast.
If you had to cut/keep something in your communication budget, what would it be?
I think it’s incredibly important to carve out time and budget to make the effort to spend time with key stakeholders and meet them in person. Meet an important media contact for lunch or coffee. You can’t beat real life relationship building.
What quality do you look for in your communication team members?
Someone who takes initiative, is interested and willing to build their knowledge, a good researcher, knows how to target the appropriate audience, enthusiastic, and is willing to go the extra mile.
What’s your favourite brand?
Uniqlo, Vanity Fair, Monocle, Wholefoods, Honest Company, and I really like how Go-To and Glossier have really evolved the beauty industry to focus more on real women in real life and customers giving life to products not the other way around, which is what the beauty industry has been based on for a long time.
What book/blog do you think every communicator should read?
Someone once prescribed me ‘Politics and the English Language’ by George Orwell which is worth the read, and re-read. I also highly recommend Contagious: Why Things Catch On, anything relevant to the industry or clients you are working with, and something hard copy like a magazine once and while as you can come across new information and content that you might not otherwise online.
What tips do you wish you’d known starting out in communications?
A proper night’s sleeps makes all the difference to your ability to do good work – something applicable to all fields.
Finish this sentence: ‘Communication is…’
…a means transfer knowledge and connect with others.