PR’s secret ingredient
We specialise in lifestyle PR, in that our industries include hospitality, food & beverage, travel, design, property and finance. All the good things in life!
In conversation with Joanna Reymond-Burns at Reymond Communications.
Born? In the Jura region of France.
Why is PR so important? We build businesses, in such a busy and cluttered world, you need to get your brand noticed, your voice heard, and story told. PR professionals harbour the relationships to facilitate that.
Have you had to work with chefs and when? All the time, from the minute I was born. My father is Jaques Reymond an Australian chef with French roots. We are lucky to work with some of the country’s greatest chefs. They are a unique breed, I’ve often had to teach them how to use a computer and remove caps so that it doesn’t look like they’re yelling at me over email! Ultimately, chefs are all a joy to work with, and anyone that possesses passion is a PR dream.
On Jacques Reymond Restaurant in Melbourne? Jacques was born in 1951 and moved to Australia in 1973. He began his culinary apprenticeship in Sydney and later worked in top restaurants. He opened Jacques Reymond in 1992. The restaurant held three hats (the highest rating) in The Age Good Food Guide for 14 consecutive years.
Favourite thing about Melbourne? Undeniably our culture - be it our food, design, art, fashion, or performing arts such as the ballet, it is extraordinary the efforts that this city puts into festivals and events. There is always something to attend.
Education? Business, Catering and Hotel Management Degree. I wanted to travel, yet my parents insisted on me having a degree. My father is a Jacques Reymond an Australian chef with French roots known for his contemporary Australian cuisine. So, I took the degree to Cannes, France and worked at the Sofitel for three years. I came home and was lucky to be offered a role as a receptionist at the leading design firm, Carr Design Group. Sue Carr realised I had a talent for marketing and PR and encouraged me in that direction. I then went to work for a PR firm.
Career highlights? Launching QT Melbourne and achieving the national account. Seeing team members move on to new roles and when they come back to work with us in those roles. Achieving 10 years in business.
On celebrities you met through PR? I’m not particularly focused on celebrities, to me what we do is build businesses, and that is the exciting bit. Certainly, we work with many celebrities, some we started working with when they were little known, and it’s been great to see their careers advance and their continued support of us.
Joanna’s agency represents an impressive portfolio of clients including; renowned restaurants and bars, luxury hotels and resorts, premium food and beverage brands, lifestyle and wellness experts.
What keeps you going? Green tea! Also, the incredible people that surround me in my team, our clients, and the media. Each day is a new discovery, there is never a dull moment and plenty of excitement. I love the ‘new.’
Career turning point? Starting my own business, I thought I would consult three to four businesses from my bedroom and in three months I had an office, a team member, and a business with its own wings. It has been extraordinary.
Stephen Nairn’s culinary experience has earned Yugen a reputation as a glamorous and exciting dining destination in Melbourne. #FoodCompanionInternational
What is the personality of someone in PR? To work for me, you need to be smart, dynamic, positive, well-read, creative and possess an inner drive and courage to put yourself out there. Also, kind, we have a good people only policy.
Who do you most admire in your industry? My General Manager, Vanessa Hollidge - she is a talented publicist and often impresses me with results she can secure, as well as an incredible mentor for our team, while also helping run a busy business.
Advice to future PR consultants? Hospitality is great training for working in PR. You learn to read people, multitask, and work under pressure and deadlines!
How do you know when you’ve put on a great event? When it’s hard to get guests to leave, when it’s blasted all over social media, when the company gets a growth of business over the next period.
Reymond Communications
6/67 Palmerston Crescent, South Melbourne VIC 3205
Phone: 0431 540 640
Email: joanna@reymond.com.au
Award-Winning Agency. Public Relations Institute of Australia “Best PR Campaign” in 2020 and Australian Marketing Institute’s “Marketing Excellence Award” in 2019.