Posted 2 Apr 2024

Closes 2 May 2024

The Senior PR Executive will work within the PR and Communications team, driving the day-to-day activity of all client press, VIP and influencer programming, event management and client liaison. This candidate will bring awareness and knowledge of communication and organisation skills to support the team objectives of providing elevated representation of The Known Agency brands externally.

The successful candidate will be able to work independently as well as within a team environment,

present strong communications and organisational skills, an ability to multitask, alongside articulate understanding of our clients.


Primary Purpose of Position:

The Senior PR Executive will be responsible for building a strong rapport with The Known Agency’s clients and act as leader, across all functions of our press department as integral part of our Press team. As per the respective Press Service Agreements, they will service these clients by:

  • Gaining an understanding of each Brand’s Pillars, and strategic PR/Comms and Sales objectives. Strive to meet agreed KPI/Targets to maximise Brand Mentions.
  • Proactively and reactively managing Media Requests/Opportunities in a timely manner
  • Managing Influencer Opportunities – Gifting, seeding loans and paid partnership opportunities
  • Executing Brand Collaborations and Sponsorship Initiatives
  • Executing Retailer Marketing Initiatives
  • Managing Event production and execution
  • Pitching creative collaborative ideas to media and brand partners.
  • Support the Senior PR team across all client PR/Comms initiatives. Maximise opportunities to drive awareness and create ongoing brand success – Brand/Designer

Profiling, Media Release & Media Kit Dispatches, proactive Pitching to highlight new Collection Drops, Icons/Best-Sellers, and Brand Stories/Collaborations. Meet monthly targets for all initiatives to maximise Brand Mentions.

  • Manage Seeding/Gifting Opportunities to meet PR/Comms targets. Courteous Follow-Up to secure Assets/Mentions.
  • Establish new Media/Influencer/Agent Relationships and nurture existing ones.
  • Manage and continuously contribute to the TKA Media/Influencer Database. Identify new Influencer additions on a regular basis. Build targeted lists for Media Release/Kit dispatches.
  • Manage the Showroom team to maintain a high level of presentation via a dedicated daily schedule.

Key Responsibilities & Duties:

  • Collaborative management of The Known Agency Press Team, Press Clients, focusing on media pitching, influencers partnerships and event collaboration.
  • Media Outreach – Responsible for proactively pitching stories, and brand assets to media to ignite engaging editorial mentions.
  • Media Release production to promote new collections/brand initiatives. Includes dispatch to The Known Agency’s premium Media/Stylist database.
  • Lead, participate, execute and attend Press Showings showcased at The Known Agency and host some of Australia’s most influential Editors, Stylists, and Influencers – x4 yearly.
  • Gifting – Manage the gifting strategy for clients, when necessary, across Fashion Editors, Stylists, aligned Influencer tastemakers and local Celebrities, via THE KNOWN AGENCY’s established, who’s-who database.
  • Influencer Strategy – continue to build a robust Influencer Strategy to ignite engaging social media mentions and brand referrals via gifting/loan-based and paid partnerships. Establish long term influencer partnerships, manage binding partnerships and agreements with the press team and client ensuring all aspects are aligned with the brands objectives.
  • Event Management and Projects – manage, oversee and execute the production of all client media events, and event partnerships such as Australian Fashion Week. Pitching brand collaborations, sponsorship and responsible for management execution and production of all brand related projects.
  • Support the Senior PR team with new client acquisition and opportunities

Day to day activity looks like

  • Managing showroom team / junior PR team members
  • Supporting senior PR team with any urgent tasks
  • Pitching new launches – for product placement and story opportunities
  • Keeping in regular contact with key media
  • Sharing coverage achieved with clients in a timely manner
  • Manage WIP documents – updating pre / post meeting, sending action points to client post meeting, following up team to make sure action points are being met
  • Saving any brand assets / documents into relevant folders (imagery, influencer contracts, media releases etc.)
  • Press Showings – co-manage with showroom team (x4 times yearly)
  • Regularly update media database
  • Share media updates with wider team, ask showroom team to update their database if required
  • Manage gifting for clients – reach outs, follow ups to request posting, sharing content with clients
  • Influencer strategy – always share new influencers for TKA database, request showroom team to update influencer database
  • Keep across any celebrities travelling to Australia
  • Keep across any upcoming key events in Australia
  • Event ideation / event production – supporting senior PR team on tasks
  • Manage / oversee showroom team for dressing initiatives
  • AFW media / production / sponsorship management

Skills & Experience Required:

  • 3-4 years of experience in Public Relations at a fashion & lifestyle agency
  • Proficient in Microsoft Office Suite (Work, Excel, PowerPoint) – Proficient in Adobe Creative Suite is a bonus
  • Experience managing editorial requests with media and clients
  • Excellent organisational and time management skills, ability to multi-task and react to shifting priorities while adhering to deadlines
  • Attention to detail
  • Strong relationships with media, influencers and agents for brand exposure and opportunities
  • Creative and innovative thinking
  • Excellent communications skills, both verbal and written – with a strong need to convey statuses clearly and succinctly to internal and external teams