Based in Wakefield, Lauren Cesi set up on her own as a freelance one year ago after spending 10 years working across agencies between Leeds and Manchester.
She’s previously held high ranking positions such as head of PR and social media at ilk agency, digital PR manager at Wolfenden and brand side at the likes of Matalan.
Alongside her own roster of retained B2C clients, she’s now working to support agencies while they recruit for senior-level positions.
Here, she shares her career journey, tips and some words of advice…
How did you first get into your industry?
I studied Journalism at university, and was first introduced to PR as part of a module in my final year. I quickly decided that PR was the career path for me and was lucky enough to be offered a job as a PR executive almost straight away after graduating. The role was based in Manchester but I was living in Wakefield at the time. I was offered the job on a Wednesday, and I moved cities ready to start work on the Monday morning – living between family and friends.
For the most part, I lived in my boyfriend’s shared student house with six other people so I’d be getting ready for work as most people were coming in from a night out. Looking back, taking the opportunity to move to Manchester was one of the best decisions I’ve ever made – I learned so much about the PR industry and my boyfriend at the time is now my husband so the risk was definitely worth it!
What do you love about your job?
I love the variety of PR – every day is different and challenging. Before going freelance, I spent almost a decade working in agencies as well as in-house for Matalan which gave me the opportunity to work with and learn from some of the most talented people in the industry. I’ve also worked with some fantastic clients, and I’m proud to have put my name to hugely successful campaigns.
Now, as a freelance PR consultant, I have the flexibility to pick and choose the clients that I work with and can focus my attention on the sectors I love including fashion, lifestyle and family. I also have autonomy over my work-life balance and earning potential which has always been my ultimate career goal.
Since setting up my own business, I’ve also had the privilege of working with some incredible agencies that I would usually never have crossed paths with and I’ve learned a lot from them.
Who – or what – has inspired you in your career?
I’m inspired by people and work environments that encourage growth, creativity, and individuality. I have had the pleasure of working with some incredibly talented people over the years, and it has been inspiring to see them progress in their careers. One of the best pieces of advice I have ever received is to “never compare yourself to others.” This is something I have kept in mind throughout my career, and it has helped me to stay focused on my own goals and values.
I am also inspired by women who juggle life and work. Managing a successful career while raising a family is a goal that I have always admired, and it is something that I have strived to achieve in my own life. Finding the balance between work and family has been a challenge, but it has also been one of the most rewarding experiences of my life.
What are the biggest challenges about your job?
The PR industry is constantly evolving, and the development of AI is the most significant change since digital PR became popular over a decade ago. This can be seen as a challenge, but it is also an exciting opportunity. I use AI every day to analyse data – what would once have taken weeks of research is now available in a matter of minutes which allows me time to be more strategic and creative for my clients.
The 24/7 news cycle is another challenge as there is always something more to do, and it can be difficult to find a balance between work and personal life. I am still working on finding the right balance, but I have found that the key is to be prepared. When I have some downtime, I like to work ahead on tasks so that I have less to do when I’m busy.
What skills have been the most crucial to you succeeding in your career so far?
My digital background and genuine interest in data-driven strategy has given me an edge and helped me to secure more senior roles throughout my career. PR is sometimes seen as ‘fluffy’ but backed with research and data it becomes an invaluable part of a marketing strategy that assists SEO, brand awareness, sentiment and so much more.
Being able to multitask is another invaluable skill that I perfected whilst working in agencies. Years of managing several clients and a team at the same time has given me experience in prioritising tasks efficiently which is crucial for success in such a fast-paced industry.
What was your first salary and what could someone getting into the industry expect to earn nowadays?
My first salary was £12k a year in 2012 and I was doing a lot better than any of my friends! Now, a PR executive would expect a significantly higher starting salary, which would usually be reviewed again after their probation period. A lot of companies and agencies nowadays offer great packages and incentives that are also worth considering alongside a salary such as private healthcare and additional annual leave – it all adds up.
What education or training would be most useful for someone looking to follow your career path?
A relevant degree is still required for most PR roles, but over time I can see this changing. Some of the larger agencies also offer graduate schemes which offer incredible experience for people to gain hands-on experience and surround themselves with talented professionals.
There are a lot of free webinars, podcasts and training sessions available online that are incredibly useful.
What advice would you have for someone looking to follow your path?
My advice would be to surround yourself with people you can learn from and that inspire you. Try not to compare yourself to others and focus on what excites you – for me it’s always been digital PR and securing great links for my clients. I still get a buzz when I send my reports and that’s how it should be.
My last piece of advice is to believe in yourself, it’s not always the loudest voices that have the best ideas so push yourself to be heard and take ownership of your ideas – celebrate your successes and own your failures.
