Interview with Roger Brunings from So PR

Posted on | May 12, 2012 | No Comments

Tell us a little bit about yourself Roger.
‘I am 26 years old and currently working at So PR, one of the leading PR agencies in The Netherlands focussing on fashion, lifestyle and beauty. Where I have a duo job as Showroom Manager & Account Manager.
I am responsible for numerous brands as for example Mada van Gaans, Polaroid Eyewear, ICI Paris XL, Nelly.com, Vera Wang eyewear, Il Principe, Expresso,TKEES, Angeli Dolci, Rubber Duck, Marcolin Eyewear group: Tom Ford, Just Cavalli, Roberto Cavalli, Dsquared2, Diesel and others.’

Tell us, why did you get started in the PR world?
‘It was always clear to me that the fashion industry was the place that I could evolve my natural born sense of style and knowhow of fashion in general. Three years ago I started working for So PR and have been responsible for my own portfolio of account for over a year and halve now. Working in PR makes me responsible for the success of the brands that I work for and let me tell you that’s such a gratifying feeling.
PR is where I need to be right now!’

What part of your job do you find the most challenging?
‘Different brands need different approaches when it comes to PR. So, finding that specific way of positioning a certain brand is probably the most challenging of my job.
Besides that, success isn’t overnight so it takes some time to see the effects of good PR.’

Do you consider your job to be a glamour profession?
‘I think life in general is as glamourous as you make it. I myself consider my job as PR manager to be quite glamourous. I do believe that people who don’t work in this industry, looking from the outside in, have a different perception of what it really is.
In the background of all the perks, great parties and cool clothes, it’s very hard work!’

How many hours do you roughly work per week? If we may ask you of course.
‘A PR manager works 24 hours a day. When opportunities arise you have to take them, otherwise the momentum has passed.’

As a PR specialist do you differentiate how you interact and communicate with fashion journalists compared to fashion bloggers?
‘I treat every kind of media, and any other people for that matter, with the respect that they deserve. At one point the media that I work with left the stage of business contact and became friends.
Off course keeping in mind what they could do for me! ’

What blogs do you read, aside from Meet Miss O?
‘Obviously Meet Miss O’s blog is an everyday ritual. Besides that I tend to keep track of all the Dutch blogs. To keep updated on what everybody’s doing.
Internationally, I love the Sartoralist!’

What tips would you give to aspiring fashion PR workers?
‘I would tell an aspiring PR manager to realize that beside all the glitz it’s a lot of hard work and personal sacrifice. It’s important to have your own niche and recognize ability.’

Roger tell us who is your favorite designer?
‘The absolute leaders for me are: Chanel, Louis Vuitton and Givenchy. Also Burberry Prorsum has been giving me goose bumps lately. Holland has got a lot of great talent as well. To name a few: Mada van Gaans, Dorhout Mees and Marcha Huskes.’

Last but not least, what is your favorite fashion city?
‘New York City by far! I’ve visited the Big Apple many times. The (fashion) energy is like nowhere else. Maybe one day!’