The creative industry flies the flag, loud and proud, for diversity. Yet 21% of Australia’s population is uninvited. So, The Stable’s series to counter age stereotypes with reality continues. Continues to defy disdain for age and to show that experience is not a hindrance.
David Hovenden, editor-in-chief, B&T, & chief executive officer, The Misfits Media Company, explains why Rochelle Burbury is a leading light in this mission. “B&T has been ‘my’ baby for the past 10 years, having officially taken ownership of the title in 2014. However, it’s been a part of my life for far longer than that. Back in the 1990s, while working for the now long-gone Thomson Business Publishing company, B&T was where the serious journos worked; those that chased real stories and spoke to important, powerful people in the advertising and media landscape. Intimidating figures for a young sub-editor like me. Leading that pack was none other than the imposing figure of Rochelle Burbury. Alternating between stand up arguments with sales reps imploring Rochelle not to blow up a relationship with a TV or radio station and speaking assuredly down the phone to that very same station, Rochelle exuded an air of assured confidence and class.
“Fast forward to 2024 and Rochelle is literally an everyday figure in my life. Of course, now as the PR maven we all know and love. She has the most clients of anyone in this industry wanting to access B&T’s readers and is prolific in feeding us good, relevant stories. Of course, these things are by no means coincidental. When you helped shape the title into the powerhouse it remains today, you kind of have an inkling as to what we’re after.
“Named number one in B&T’s Best of the Best PR list, Rochelle is quite simply the boss of PR in our industry. Forever available to find us a quote or an expert opinion in a hurry, Rochelle is also warm, professional and able to share a laugh with us all whenever things start to get hectic. She’s one of a kind and we here at B&T say more power to her.”
You have worked in top roles in a very large number of major Australian news publications – SMH, The Australian Financial Review, The Australian & Time Magazine as well as at B&T. These are known to be tough. What skills/knowledge did you acquire to thrive and conquer.
Well, I can’t say it was easy. And being a young woman swimming among industry sharks wasn’t easy either. It was no walk in the park internally either – marketing and media was seen as “soft” by newspapers and I even had an editor refer to me as a “non-tangible asset”. However, I learned pretty quickly how to navigate these shark infested waters in two ways – by backing myself and earning respect as a journalist (although some of that respect was begrudging).
If I asked the right questions, built the right relationships and had the confidence to write the stories some may not want to be made public, then I knew I was on the right track to building a wonderful 20-year career as a journalist. It’s still my first love.
After applying for my first journalism gig at B&T, I rose through the ranks to become editor. After that I was approached for every journalism gig I had since – and I think that’s a sign you’ve finally made it.
You launched a PR consultancy with M&C Saatchi before becoming an independent and then launched your current business, Third Avenue Consulting. What do you consider to be the most important elements of PR business success?
I have pretty firm views on this one. To be successful at PR you need to understand the media. Sounds simple, but so many don’t take the time to understand how the media and journalists work, or even read their stories. I’m lucky that I had the benefit of working as a journalist for many years, so that gives you an almost innate ability to think like a journalist and understand what makes a good story.
It’s also important to bring that journalistic lens to what you do for clients. That can sometimes mean raining on their parade, however preserving your client’s reputation and my own reputation with journalists is far more important long term. That background is also critical when it comes to issues and crisis management – and the most important part of that is knowing when to speak, and when to just stop.
Speaking of reputation, I had to earn respect all over again on this side of the fence with journalists, who often have a low opinion of the “dark arts”. Knowing that you were once one of them helps, as does not wasting their time and taking an interest in what they do.
PR has changed during your career. What have been the greatest changes you’ve taken on board.
Definitely the rise of digital media. While once a newspaper front page set the news agenda for the day (and they still do to some degree), the first port of call for journalists now is often trawling around X and LinkedIn to find stories.
In addition, online news websites constantly need to be fed – there’s no space limits and deadlines are constant. News can be broken instantaneously – so you need to be on your game. This, however, has been a good thing for PR as it’s never been needed so much before, by both clients and ironically, journalists.
What keeps you in the business. What gets you up in the morning?
Early morning exercise gets me up in the morning! I have what I think is a pretty healthy approach to what I do. I mean, if you’re not curing cancer, then it’s not really that important in the scheme of things. As my colleague says, “PR not ER”. This keeps us grounded. I heard a great interview the other day where someone said it should be “Life work balance” not “work life balance” – and I firmly believe that.
What I do love about my business is my clients. I really think they are a great, smart and inspiring bunch of people who have built or work at fantastically successful businesses. They listen to advice and understand that PR really works for their business and personal profiles. One of my philosophies is a ‘grief to profit ratio’ and that has been used in the past.
What are you most proud of?
I’m probably most proud of two things. Establishing Third Avenue Consulting on my own 11 years ago – thinking I would just work part time (ha!) and have a few clients, to now having a team of four. Also, I’m incredibly proud of the team around me – all women, all working mums with small children. Their work ethic is amazing and I’d be lost without them. And of course my two children who are also amazing humans – some would say adults, but I’m not so sure yet.