How I Got Here: The Director of PR company Project Hutton on cultivating genuine relationships at every level
WORDS BY MAGGIE ZHOU AND CAIT EMMA BURKE
“They challenge me, make me laugh and support me both professionally and personally.”
Have you ever stalked someone on LinkedIn and wondered how on earth they managed to land that wildly impressive job? While the internet and social media might have us believe that our ideal job is a mere pipe dream, the individuals who have these jobs were, believe it or not, in the same position once, fantasising over someone else’s seemingly unattainable job.
But behind the awe-inspiring titles and the fancy work events lies a heck of a lot of hard work. So what lessons have been learnt and what skills have proved invaluable in getting them from daydreaming about success to actually being at the top of their industry?
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Welcome to How I Got Here, where we talk to women who are killing it in their respective fields about how they landed their awe-inspiring jobs, exploring the peaks and pits, the failures and the wins, and most importantly the knowledge, advice and practical tips they’ve gleaned along the way.
Cracking into the PR industry is notoriously tough. Staying in the PR industry is another story. Long days, long nights and demanding workloads shadow the glitzy career path. But for a driven person like Lib Carter (née Hutton), it’s a profession she thrives in. As the Director of Melbourne-based PR company Project Hutton, whose services cover everything from PR and talent management to events and copywriting, Lib is responsible for a dozen high-profile brands while managing a team of three.
After cutting her teeth at various Australian agencies, Lib made the jump and started her own business in 2019. On top of that, she co-owns a slipper brand, Monte, with her husband. Here, she acknowledges the hard work that goes into PR but isn’t afraid of admitting it’s all “a little bit fabulous” too. Read on to hear some of her best career advice.
What do you do and what’s your official job title?
I wear two hats. I’m the Director of [the] PR agency, Project Hutton and the Co-Founder of Monte, an ultra snug genderless slipper brand. At Project Hutton, we publicise brands. We help tell their stories through traditional media and social campaigns. And at Monte, alongside my husband, I manage everything from product development through to marketing, partnerships and even customer service.
Take us back to when you were first starting out. Did you study to get into your chosen field, or did you start out with an internship/entry-level role and climb the ladder? Tell us the story.
I studied Arts at Melbourne Uni[versity] and left feeling more confused about my career direction than when I started. To buy [me] some time, I enrolled in [the] Master of Communications [course] at RMIT. It was super practical and within a week I knew PR was for me.
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While I did my Master’s, I got my start as a receptionist at a PR and events agency (yep, back when agencies had a front desk receptionist!). They were long days – by the landline during the day and in the lecture theatre at night. I eventually graduated from the front desk and within two years, [I] was an Account Manager.
I went on to work at Two Birds Talking in both their Melbourne and Sydney offices and gained some serious and fast-paced experience working with some of the globe’s most recognised brands including Nike and Jeep. I was fortunate to learn from one of the best PR operators in the country, agency Director, Amy Smith.
I then spent some valuable time in-house at Bendon looking after the Australian and New Zealand PR for more than six lingerie brands including Stella McCartney Lingerie, Heidi Klum, Pleasure State and others. Here, I worked under Global PR Director, Lucy Martyn who taught me how to not sweat the small stuff (not an easy feat) and how to operate PR on a global scale.
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What challenges/hurdles have you faced getting to where you are now? Can you tell us about one in particular?
I think the biggest challenge was taking the leap to go out on my own. I remember my first week looking around our apartment, [figuring out] what I could sell. That honestly got me through the first few weeks until some work came in. It was incredibly daunting but one of the best decisions of my life. Another hurdle was navigating motherhood while running two businesses. I was incredibly fortunate to be supported by brilliant staff, a very involved and hands-on husband and wonderful clients.
What do you want people to know about your industry/your role?
PR doesn’t happen overnight. Some people think it happens in a flick of a switch. But generating stories takes time. There are many variables that make it work. Firstly, the brand needs to be ready for PR, thorough research of the brand and product needs to be undertaken, brand and founder stories need to be developed, and most of all, journalists need to be taken along for the journey.
I feel the classic response to this question is that PR isn’t as glamorous as it looks. This is true but it’s also a little bit fabulous. We work with some of the best restaurants in Australia, host events, work with top-tier talent, compile creative campaigns and get to work closely with the best journalists and media outlets in the country.
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What’s the best part about your role?
People. We are surrounded by the most wonderful people in our industry. Whether it be creative suppliers, inspiring founders, photographers, chefs, artists or press. It goes beyond the work – it’s friendship and we all help each other where we can.
The other amazing part is working so closely with a variety of Australian brands. We ride the waves with them and it’s so special being part of a brand’s success. Some of our clients are seriously like family and we know their businesses inside out! I also love working with the incredible women who make up the Project Hutton team. They challenge me, make me laugh and support me both professionally and personally.
What would surprise people about your role?
We’re all hands on deck here at Project Hutton. Even as a Director, you’re supporting the business and team at every level. I wouldn’t change that either. We’re an incredibly close-knit and supportive team.
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What skills have served you well in your industry?
Sounds cliché but probably people skills. PR is so much about relationships. Particularly with the press. It’s important to be able to cultivate and harness genuine relationships.
What advice would you give to someone who wants to be in a role like yours one day?
Build up as much experience as you can in an agency and also spend some time in-house so you can see how the cogs of a business turn. Having an understanding of how each function works will hold you in good stead when working closely with brands. PR is only one facet of a business.
At Project Hutton, we care about every function when we meet with our clients. We want to know how sales are, how product development is going [and] what’s happening in retail stores. Lastly, make as many connections as you can. I still call upon connections from my early days (nearly 10 years ago now!).
What about a practical tip?
Don’t be afraid to reach out to people or brands you admire. Most of the interns we’ve engaged are those who have written a personal note directly to me or even better, have picked up the phone. You have nothing to lose and most people appreciate the initiative.
Read the rest of the How I Got Here series here.
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