����AV

Let’s talk Media, Fashion and PR

Our latest Twilight Alumnae Insights session was a fascinating window into the world of media, fashion and public relations, with lots of great advice for our students as they prepare for life beyond ����AV.

With our students caught in the crosshairs of an unexpected lockdown, it was such a boost for them to listen to upbeat advice from alumnae Victoria Baker (1990PY), Sally Burleigh (1985PY) and recent ����AV graduate Rose English (2016PY), who generously shared their career journeys through the highly competitive world of media, fashion and public relations. The session, which was organised by Director of Student Opportunity and Career Education, Ms Samantha McFetridge and Director of Foundation and Community Engagement, Mrs Sonia Brenna was well attended with more than 50 Upper School and Senior College students – and their parents – logging in, with other students watching the recording later on.

First up was Victoria Baker, who started her career as a lawyer, despite in her words, not really knowing much about it. Armed with an Arts/Law degree from the University of Sydney, Victoria headed overseas to work as an intellectual property lawyer specialising in copyright, trademarks and advertising law. Returning to Australia with a young family to care for, Victoria made the decision to change direction. Her legal career had enabled her to build skills in writing, drafting, interviewing, problem solving, negotiation, advocacy and resilience, so she decided to leverage these skills by enrolling in a course at the Sydney Writing Centre. This proved to be the springboard to an exciting new career in the media.

Victoria began her writing career by volunteering at the Arts/Law Centre, which gave her an opportunity to gain experience and hone her skills by working for different clients. A chance catch-up with an old university colleague led to her big break: Editor of online furniture and homewares start-up, Temple & Webster. Victoria was immediately plunged into the world of digital retail marketing, using her communication skills to increase brand awareness, drive traffic and reach different audiences. It was a huge learning curve, but Victoria successfully established and managed all the brand’s social media channels from its launch in 2011 until its IPO on the ASX in 2015. She then bucked the trend by leaving the digital world to take on the role of Associate Editor of leading interiors magazine, Inside Out, before going on to become its Acting Editor. Today, Victoria is a project-based writer and editor, as well as the Editor of Vogue Codes, where she has reconnected with her one of her former classmates from ����AV, Vogue Editor-in-Chief and Editorial Director of the Conde Nast brands in Australia, Edwina McCann (1990PY).

As Victoria explained, there are four soft skills – communication, adaptability, networking and confidence – that have been critical to her career success and will be invaluable to our students as they prepare to enter the world of work. Strong communication skills are one of the most commonly requested attributes by employers and will enable students to be more competitive when they search for jobs. Victoria advised them to take every opportunity to hone their verbal and written communication skills, particularly while they are at school. Adaptability is also critical and will enable students to respond quickly in a world that is complex, turbulent and constantly changing. Adaptability skills can be developed through increased self-awareness and deliberate practice, as well as having the courage to try new things. Victoria also highlighted the importance of active professional networking. While students might shudder when they hear the term, associating it with awkwardness and the idea of ‘selling’ themselves, networking is about building long-term, trusted and supportive relationships. As Victoria pointed out, establishing a connection with a network of people can make a huge difference when it comes to career success. She offered the students some great tips about how to kickstart their networking, including setting up their LinkedIn profile and capitalising on the network of contacts that a ����AV education offers. Finally, Victoria stressed the importance of confidence and self-belief. As she acknowledged, it can be daunting when you are starting out in a career, but nobody expects you to have all the answers straight away. Instead, focus on maintaining a positive outlook and a belief in your own abilities to listen, learn, seek out information and problem solve. If you know that you have the capabilities to carry out your job, it will positively affect your career potential and your relationships with others.

Next up was Sally Burleigh, who has built a stellar career in the world of media and public relations. Sally started out by working for Ita Buttrose, then worked in London, New York and Asia before returning to Australia to launch The Lifestyle Channel, Channel V, Arena, Nickelodeon and the Discovery Channel. Sally started her own agency, Agency B&Co, more than 20 years ago, focusing on three areas: Lifestyle, Travel, Food and Wine; Fashion and ����AV; and Arts and Entertainment. Agency B&Co has worked with major celebrities from Oprah Winfrey and Jamie Oliver, to Elle Macpherson, Joe Jonas and The Veronicas, to Michael Clarke and Ian Thorpe. Sally has also aided in fundraising support and committee work for foundations including the YWCA, The Loyal Foundation, The Queen Elizabeth Diamond Jubilee Trust, and in 2019 she continued her support of the Sydney Dance Company as they celebrated their 50 Years.

Sally echoed Victoria’s advice about the importance of developing soft skills in communication, adaptability, networking and confidence, all of which have been pivotal to her career success. Like Victoria, Sally said that she was also undecided about her career path when she graduated from ����AV, so she enrolled in Primary School Education at Mitchell College in Bathurst. Her love of media and fashion led her to take a sabbatical from her studies and pursue an opportunity to work in London as an Australian ����AV Consultant for leading fashion retailer, Laura Ashley. She was on the cusp of moving to Paris with Laura Ashley when she became unwell and had to return to Australia. As she highlighted to students, this was a major setback for her as Paris had always been her dream. At a crossroads in her life and unsure what direction to take, Sally decided to do a typing and shorthand course. It was then that she chanced upon a job advertisement with media stalwart, Ita Buttrose. Sally knew she was too young, lacked the necessary experience and didn’t have a degree, but she had the confidence to back herself, she was adaptable, and she was a great communicator. She bluffed her way into an interview and impressed Ita with her enthusiasm, her passion for the world of magazines, and her knowledge of fashion. As Sally pointed out to students, her ability to capitalise on her existing skills has enabled her to make the most of every career opportunity that has been presented to her. Throughout her career, Sally has been tenacious, eager to learn and prepared to work hard. Her ability to connect with people from all walks of life, to build rapport and to bridge communication gaps by cultivating quality conversations and personal relationships has been critical to her success. She continues to use her communication skills to build strong relationships with a wide network of people, drawing on her contacts to help others, which she says gives her work purpose and brings her a great sense of personal satisfaction and joy. She urged students to find purpose in their work and above all, to travel whenever they have an opportunity to do so. It will expose them to different perspectives, ideas and belief systems, and this global competence will help them to succeed in our diverse, interconnected world.

Finally, the students heard from Rose English, who only graduated from ����AV in 2016 and is a relatively new entrant to the world of PR. Since leaving School, Rose has travelled extensively. She worked in retail and hospitality while studying for a Bachelor of Business at UTS, majoring in Advertising and Marketing Communications. Again, Rose reinforced the importance of networking to students. While she was at university, she used her contacts to negotiate an internship that enabled her to enhance the skills she was developing at UTS, and she also worked hard to expand her network across the PR and Marketing sector. Rose also emphasised the importance of being confident. She advised the students to take every opportunity to practise talking about themselves and their skills by rehearsing potential interview questions with friends or family. She also told them to think about their skills, strengths, experience and knowledge and construct examples to illustrate to a potential employer how they have developed these attributes. As Rose explained, practising confidence and self-belief, as well as nurturing her contacts, has been a powerful determinant in her success. She has recently started working for Sally Burleigh at Agency B&Co as an Account Coordinator. As she said, it’s an amazing opportunity and she’s really excited about expanding her skills and her knowledge of the PR world.

Victoria, Sally and Rose encouraged students interested in a career in fashion, PR or the media to connect with them for career advice or work experience opportunities moving forward.

����AV’s Director of Student Opportunity and Career Education, Ms Samantha McFetridge said, “This was an incredible session for our students, as well as for our staff members and parents who also joined the session. We are so grateful to Victoria, Sally and Rose for taking time out of their busy schedules to share their career experiences with our students. Their advice, their insight and their guidance were invaluable, particularly at a time when our students are navigating so much uncertainty. I know, like me, they found the session inspirational and I am sure it will have helped them to expand their horizons and consider different study opportunities and career paths moving forward. On behalf of everyone at ����AV, particularly our Senior College students, I would like to thank Victoria, Sally and Rose.”

Mrs Brennan said, “We are so grateful to our alumnae who are always so willing to reach out and help our current students. We are so fortunate at ����AV to have such an engaged and committed community of people who step up time and time again to help our young people thrive. Thank you Victoria, Sally and Rose.”