Women In Media: It’s Director & Founder Of Piccolo PR Sarah Cichy!

Women In Media: It’s Director & Founder Of Piccolo PR Sarah Cichy!
John Bastick
By John Bastick
SHARE
THIS



Today, we’re lucky enough to talk to one of B&T’s absolutely favourite PR gurus, the wonderful Sarah Cichy – founder and director of Sydney-based Piccolo PR. Here, Ms Cichy talks her motivation, the future of PR and top tips for new graduates…

It was stories that made me get into the industry in the first place.
I tend to ‘colour outside the line’s’ of life and look at things from a creative perspective. Communication is empowering. I’ve always loved stories. People’s stories, and I can talk, read and write for hours. Media just seemed like the best fit.

sarahcichy_lores_jacquiturk-10

Digital is changing everything and in five years time the industry will look like…?
With global trends and consumer expectations in the current environment changing at a rapid speed, customer centricity will become incredibly important. From a retail perspective we’ll need to work towards creating a personalised and optimised omni- channel experience to drive improved processes and encourage multi-channel thinking. From a philosophical perspective, developments in the social media ecosystem are giving individuals the platform to find their own voices and socialise their views. Never before have brands been able to interact so directly with their audience and improve efficiencies based on immediate feedback. We’re only at the start of a social boom. Over the next five years and beyond it’s critical that we honour the integrity of our personal branding and know what we stand for to avoid ‘tissue-paper-thinking’ based on what our neighbours are tweeting or posting.

The biggest lesson the PR industry taught me was…?
Patience and respect. PR is not about air-kisses and fancy lunches (or having lunch at all sometimes). It’s about relationships and trust and having an authentic interest in what people (and the landscape) are doing so you can work together and complement each other’s craft. It’s also taught me to identify and wrap myself around those who have a positive spirit. Good energy should always follow you.

The way I deal with difficult clients is…?
Ask them to define what success looks like to them and manage expectations along the way.

My greatest professional triumph has been….?
Having the confidence in my work and voice to step outside of my comforts to live my dream.

My take on the “education VS life experience” debate is….?
Balance. I don’t think there’s any point learning facts and figures if you can’t apply it to a social situation or be an influencer. Similarly if you preach blindly without information to simply fill silences you run the likely risk that you won’t be respected or heard. Actually, my thesis at university was ‘Is it what you know, or who you know.’ I still remember writing that monster of a thing!

My industry hero is..?
My recent hero is Sali Stevanja,  co-founder of Style Runner and Poppy Renegade. She’s a true fighter. Not only because of her battle with breast cancer and her staunch determination, but she has a strong sense of self. She made me step back, look at my life and challenge the things that just weren’t working. I like that.

My advice to anyone wanting to join the industry would be…?
You have to be fit in stamina and spirit. Day to day work can unrewarding and frustrating but you have to keep lifting to find the confidence in your voice and in your work. And just make a decision and see what happens.

Make sure you grab some tickets to the event here! B&T’s proud Women in Media sponsors include…

Sponsor-bar[1]

 

Please login with linkedin to comment

Advertising Standards Bureau Global ADMA Forum

Latest News

Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

Image lead story From ‘Over-Contextualising’ To Updating Creative: Everything You Need To Know About Contextual Advertising
  • Partner Content

From ‘Over-Contextualising’ To Updating Creative: Everything You Need To Know About Contextual Advertising

With Google pressing ahead with its plan to deprecate third-party cookies in the near future, it seems many marketers are now looking at contextual advertising as a way to meet consumer expectations in an increasingly privacy-focused world. Despite the newfound popularity of contextual advertising, it is not a new principle. In fact, advertisers have been […]

Partner Content

by B&T Magazine

B&T Magazine
New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan
  • Marketing

Webprofits To Aggressively Drive Airtasker’s UK Growth Plan

Airtasker has chosen leading independent digital growth consultancy, Webprofits as a strategic partner to help them expand to new markets. Following a successful IPO in early 2021, Airtasker set its sights on the next strategic objective — expansion and growth in the UK market. After careful review, they partnered with the growth marketing specialists at […]

Cresta’s Awards See Upturn As Ad Spend Starts To Return
  • Advertising

Cresta’s Awards See Upturn As Ad Spend Starts To Return

Cresta Awards has announced that despite having a few more weeks before entries close, this year’s Cresta Awards has surpassed its entries for the whole 2019 Season. Cresta sees this as evidence, not just of evolution in its own awards but of a wider measure of industry confidence and resilience in many markets. The awards […]